I had the privilege of seeing Frank Kern give a talk on Saturday. For those of you that don’t know him, Frank Kern is the highest paid internet marketer on the planet. Frank is a gifted copywriter and does direct response campaigns, both online (email campaigns, sales letter pages) and offline. Direct response means that the copy asks for the reader to take action (usually to buy something).

Frank is quite entertaining and swears a lot. But underneath that casual demeanor you catch glimpses of a sharp masterful focus on his craft. The rest of his time he parties and surfs.

Here are my takeaways:

• Here is what I got Copy per Frank has three sections: 1) “Here is what I got” – what the offer is, 2) “Here is what it will do for you”, and 3) “Here is what I want you to do next” – call to action
• Market research is critical You have to know your target market, what problem they are trying to solve and whether they have money to spend.
• Attract Fans Give away free stuff of great value that helps a little. Then sell them a product that helps them a lot.
• Sell high dollar products It’s a lot more effort to sell a $100 product to 100 people than to sell a $10,000 product to 10 people

Thanks to JeffAndKane for having Frank at their event.