Dan Kennedy
Appearances
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
If they had had a halfway decent candidate that, you know, wasn't instantly disliked by 80% of the people who met them, there's no way he would have won that election. Now, this time around was different. But opposition is the quickest way to attract attention to yourself. there's a historic thing that's interesting to find and see.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
It predates many of you, but it was a big phenomenon in its time. Very controversial. Um, It was a multi-level that was later outlawed as a pyramid scheme. The laws actually didn't exist. They were written and applied retroactively to put it out of business. A guy by the name of Glenn Turner. The two main companies were a cosmetic company, Coscott, and a motivational company, Dare to Be Great.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And this predates the Internet. So there's no cheap media except manual labor existent in the world. Um, and, uh, Glenn's an interesting person in himself because, uh, he drove this with spoken word with his own presentations and, uh, grew up poor. So as a kid, he had a real bad hair lip and three batch botched operations. So, um, he used to be able to do it really well. So when he speaks,
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And he does the three-hour seminar like that. And it takes you 10, 15 minutes to, you know, be able to get it. And in 36 months, they put 620, 630,000 people in at $5,000 a piece. And the entire multi-level industry immediately hated it. Because he had figured out front-end loading.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
So all the other companies, you buy your $30 kit, you start doing business, you only make money when somebody does something. Well, in the Turner system, you made money on the $5,000. Now, he actually got it from an earlier, from William Patrick, who you know has a Napoleon Hill connection, in Holiday Magic. But that's neither here nor there.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
So it was sort of like what we did with prepaid chiropractic. All of a sudden, you could recruit four people and make $12,000. And in the regular MLM system, you recruit four people and you made, you know, 20 bucks. So the difference was profound. which they hated, of course, you know. And so he discovered inventory loading.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
You want to be in the business, you should have inventory, and you should buy $5,000 worth of inventory to start. Because any other business, you got to have inventory. Why wouldn't you have it in this barn, right? And it changed the whole dynamic. He was so controversial.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
and attacked uh media the mlm industry and legally they eventually won but in the interim and so i'm sure you can find it on youtube there's an old they made their own fake documentary they were way ahead of their time because it's really good when the production values are Spectacular. But it's really good. And it's called Turner, Turner, Turner. I bet you find it on YouTube probably.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And it's well worth watching because he took all the attacks, brought more attention to him. He always said, there's no telling how much Amway and Shackley and Mary Kay attacking me, how many people had put in? Because some of their people who were questioning, you know, I'm doing all these meetings and I'm not getting anywhere. When we came to town and did a meeting, they came to see the demo.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
They came to see what this horrible person and this horrible thing was all about. And three hours later, they were signed up, right? The opposition drove, God knows, a third of his attendants, maybe? I saw it the first time that way. Everybody in my upline was telling everybody every three minutes, don't go look at this. This guy's horrible.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And then they're holding a big meeting at a hotel and I'm like, I'll go look. I ain't enjoying, but I sat there and I say, I don't see what's wrong with this business model. You know, yeah, if I opened a store, I'd have to have inventory. What's wrong with this, right? So the Turner, Turner, Turner movie is really taking all the criticism and all the opposition and selling with it, right?
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
So when he published a book, the book about him, which I'll bet you get it at Amazon, that they published and made it look like a real book. hired an old broken-down Orlando Sentinel reporter who had won a Pulitzer Prize at one time to write the book. It's called Convander Saint. So he, you know, leaned into this in every way that he could.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And in any place I've played the game, there's no better way to get attention than than the opposition screaming about you all the time because there's curiosity. Early in my time in NSA, Pretty famous speaker. I'm going to name him. People would know him and he's not dead yet. Well, you know, those of my era.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
if you live a lot of life, you outlive all your enemies, all your peers, and most of your friends. But he called, got to me at the office very early, three or four months after I had made the big splash and started to make noise. And he said, of the diet... If you ever talk about it. But I'm famous and I'm not making any money. I'm just barely one step ahead of all the costs.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And I can't figure it out. And I want to come and see you, but you have to promise not to tell anybody that I paid to come talk to you. Ever. To this day. And I said, you know, okay. I said, I should charge a double, but... You know, okay, I get it, right? It's like he's arriving with the raincoat over his head, you know, coming in the back door.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
But that's how high the opposition was in his immediate peer group. you know, and, um, I had him as a client for two or three years. Um, and, uh, never, never testimonial, never, you know, it was a big and secret, um, uh, which I found funny, but, but the opposition is, you know, is helpful, uh, Um, if you, if you respond to it properly. Hmm.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
Your other question. was, you know, about implementation. And so your first thing, your big idea, your radical thing, right? You have to be able to put that across in a very big way. And if you want all through history. So like we take, most people now don't even remember, but we sort of take the Atkins products, weight loss products for granted. They're just there.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
the, uh, in finance, you know, Fisher investments, which is the biggest direct response advertiser in financial services. And they run more TV than anybody. We had candidate info summit. I don't remember where, um, but, uh, their most successful campaigns were early. And his position was, still is, I think it's, I don't know, it's too rigid, but his position is against annuities.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And the most successful campaign was looking at the camera and saying, We don't sell annuities. We would never sell annuities. I'll burn in hell before we ever sell an annuity. And you shouldn't own them. And if you do own them, we should get you out of them. And you need our free guide of what's this year. And, um, um,
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
He said that the big annuity companies all filed ethics objections against him and the association. They went to the TV stations and screamed bloody murder. We don't want you running these ads. And then he ran a campaign. The ad, the big Wall Street firm's told these stations not to run. I had an ad refused. I kind of did this in the infomercial association too.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And I had an ad refused by then NEMA, the National Infomercial Marketing Association, which doesn't exist anymore, in their big convention program. Because it said what you're being told is, you know, horseshit. And so we printed it up with the ad, you know, NEMA refused to run and didn't want you to see.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And we paid, we went to the housekeeping room in the hotel, found the room where all the housekeepers hang their uniforms and have their lockers. And we gave each one of them $300 to leave these in all the rooms. And pretty much everybody there was, I mean, we probably reached a few people that weren't there for the convention, but pretty much everybody was there for the convention.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And I mean, the screaming went on for a year, you know, afterwards. But again, I said, well, I don't see in the bylaws anything that says I can't put this thing in rooms. You should have thought of that. when you wrote up the bylaws. So they actually foolishly turned this into an open feud. Now from their standpoint, the correct thing would have been to ignore it.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
They got up on stage and talked about how this thing was wrong and they had refused the ad. And all that did was bring people to me. That's all it did. Because the curiosity, especially of the restless natives, goes through the roof. G, maybe there's something there. Maybe this guy's on to something. Because he's so opposed. And they're so afraid of him. And so that's the way you play this game.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
Sure, you've got pros and cons to that, right? Your opposition has an easier time of making a lot of noise because there's theoretically, there's almost no barrier to entry. So they can set up, for a while it went away. There was a was it was Dan Kennedy is a thief. Dan Kennedy is a thief.com. Really? There's a website.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
It was up for about a year and it was, uh, three or four ex members and a guy threw out of a seminar. Um, uh, and I do mean throughout, uh, And not ask to leave, I mean throughout. And they like made a project out of this. And spent a lot of time on it, I guess. And chat, you know, all that. Well, obviously you couldn't do that pre-internet because probably no media would take that ad.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And they'd have to spend money. And, you know, so that's maybe the bad side of it. But the good side of it is you have access to all that media too, right? And so once again, when there's a lot of opposition to you, and there are restless natives, And you are findable. So now the online thing, they got to be able to find you when their curiosity is aroused, any place they might go.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
So you got to have an Amazon presence. You got to have a YouTube presence. You got to have a Tik TOK presence. Hey, if you're going to play this game, you got to be everywhere. Okay. Um, Trump's kid and one partner ran this part of the campaign for Trump this time and they really knew what the hell they were doing and they were everywhere and And so he nearly carried 18 to 34.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
Benign people like Rob Lowe, who's never had a weight problem in his entire frigging life, right? He's doing the commercials. Nobody really remembers Dr. Atkins. But that whole thing started. Dr. Atkins started. The anti-carb, the food pyramid is wrong. The government food pyramid is crap. And anti-carb, and you can eat all the steak you want, steak three times a day if you want to.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
I think anything Democrats held on to it by four points, which is unheard of for a Republican, although he's not really a Republican. But everywhere. That's why he's now got this TikTok dilemma. It helped get him elected. And he's very reluctant to turn it off for obvious reasons. But he was everywhere. And so somebody hears a lot of bad stuff. And they decide, I'm going to take a look.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And whatever their impulse is, you want to be there to accommodate it. So if their impulse is to go to Amazon, I'll see if this guy's got a book. And maybe I'll buy a book. Like, So it's why you will never see probably another intellectual property infomercial. A Tony Robbins type show. Because the bleed off to everything else is too great. The owner of the show can't control the business.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
Yeah, well, they're going to go look. If you're selling a $399 box, they're going to go look to see what's on Amazon for $12. They're going to go see what's on YouTube for free. So the bleed's too great. But this is what you can capitalize on when there's a lot of noise about you. And it almost doesn't matter whether the noise is good or bad.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And in some cases, it's okay if the noise is bad because that stirs up the curiosity of the restless native. And when the restless native finds a truth teller, And a man on a white horse, he is, again, a much more rabid customer than is an ordinary customer. And That means all sorts of things.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
It has to do with conversion percentages, ascension, amount of money spent, amount of money spent in a certain period of time. Their lust and their action levels are much higher than just an ordinary customer being brought through a system, right? Because a lot of their pent-up frustration is suddenly going away. it has a remedy which it did not have before, and that remedy is you.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And the original Atkins diet was a radical, big idea. Attacked. by pretty much the entire medical establishment, which made it, made it. And that happens a lot, right? And you can't have a small villain. Whatever you pit yourself against has to be big and important.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
You know, Superman, they lasted about three months when they created Superman with him, lifted cars above his head, get in Lois Lane. She fell off a cliff. But now what? Right. And so hence the creation of the supervillain because Superman. You really don't need a superhero if you don't have supervillains, right? And that's the same for all of us who want to take this position.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And the second thing about it is you need to find a way to be theatrical with it, you know. It needs to make itself visible. So in whatever market it is that you are cracking this way, you've got to get into all the media. You've got to maybe be in the physical locations. You have maybe got to get people in a room. And you've got to be able to do something really dramatic.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
in the way that you present this.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
Yeah, I do remember him.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
Yeah. Look, you only get to do that and start once. So you want to get it right when you do it. Because you only get to do that stunt once. But, see, where they have, where that association has gathered all these people, right? They're there because it's the only association there is for them. So they're there. They're being told what they're being told.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
Some number of them are hearing about hydroponics. Some number of them are questioning quietly, privately, what they're being told. And when that erupts, everything changes. Just the big number changes things. Because the same dynamic that made people go along with A makes them go along with B. Right? The Trump rallies in and of themselves persuade some people. Because there's exit interviews.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
They know it. People go. It's like people used to listen to Limbaugh. They go predetermined to hate it. But first of all, then they see all these people. Well, how can all these people be crazy? Right? We understand that. MSNBC told us that these people were all lunatics. But, geez, there's a lot of lunatics here. You know? And then they start to talk to them. And some of them are rashers, right?
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And some of them, they're like, he's a doctor, he's a lawyer. Martha, how can this be? And then they actually listen. Now, if there was only 50 people there, that dynamic doesn't happen. If that guy only got 20 or 30 people running around wearing the shirts, it's over. Right? He gets nowhere. So if you are going to stunt, you need to stunt big. The stealing the audience in front of the meeting.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
association meeting for myself and for clients I've done that a lot and again you only get away with it once they ban you from the hotel so the hotel won't take you and they threaten with your membership but so they had NSA had their convention of Phoenix the year I hijacked the, uh, because we were, we didn't wear face at the time.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
Um, and, um, uh, so I had the event repromoted and I had three airport shuttle buses. I rented that had signage on them, uh, for NSA attendees, free transportation. And so the buses picked people up at the airport and brought them to the seminar. And I had a big billboard at the airport, you know, Dan Kennedy and NSA welcome you to Phoenix. And yeah, there were a lot of people
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
kind of mad you know and I mean it was like well can you show me in the bylaws where it says somebody can't rent a billboard to welcome people to their city I don't understand you know which makes them madder because but They're almost asking for it in many of these markets, you know, because they are enforcing, in many cases, dumb or self-serving things from the top down.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
And so there's these restless natives that are a great, great opportunity.
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
So you have to be willing to be disliked. Right. And and. And not to be. At least for a while, welcomed into the club. Maybe never. So you have to be very results oriented, but you want the opposition. because you want the visible vocal opposition because that's the most effective way to attract attention to yourself is to be opposed, okay? Visibly and vocally, all right?
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
How we said about 2016, if Trump had run unopposed, he probably would have lost. Well, I mean, Him getting elected the first time was ridiculous. I mean, it was just ridiculous. He's got like four people on his campaign staff. They hardly spend any money. He's never run for anything. It's just ludicrous. They're running against the Bush dynasty. They're, you know, I mean...
The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
It's sort of like Sunday's game. I mean, you can't even imagine how the Chiefs could play the way they played. You can imagine them losing, but like that? And you're looking at 2016. I said, if he had run unopposed, he probably wouldn't have got elected, right? The opposition made it possible. Hillary made it possible.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
So, and for them to admit that some outsider, some newcomer has a better way of doing this, they can't admit that because to do so, would make them an ass, right?
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
So if they have been doing this a hard way, and they have entrenched it as the dogma, and they beat it into everybody's head the minute you walk in the door, here's how we do things in this business, and you do it differently and more successfully, you get to a level of success faster than they ever did.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
They have to say, well, I've been an ass for the last eight years because I should have figured that out. Damn few people in positions of authority will ever say that, right? So instead they become kind of violently defensive about their rules. Now what's important from entering that market, any market like that, is that there is a segment of it that is already quietly grumbling to themselves.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
they are already saying, only in their self-talk, or maybe to their spouse, or maybe three or four of them off in a corner, are saying, this does not compute, right? This doesn't make sense to me. But they feel like they're the only one, and so they shut up And they play along. But they're just waiting. They're just waiting for somebody to come along and say what they're already thinking.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Some version of what they've been telling you about how to do this is... stupid. And here's why. Right. And, um, you know, the pro the Protestant religion exists because of Luther. And of course, most people know about Luther putting the manifesto on the church door, all that, which I'm going to talk about a little later, but so Luther's big thing,
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
that he objected to with the Catholic church was what was called buying indulgences, right? So at the time you could like pay for your sin to be okay, right? So adultery was, you'd go to hell, unless you put the right amount of money in the indulgence box with a note, which they had in every church, and now you're okay, right?
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And everybody went along with this to some extent because, hey, not a bad deal, and to some extent because everybody else was going along with it until he said, this does not compute, man. You know, the guy that's going to decide which elevator you get, he ain't getting the money. So this is stupid, right? So there's a bunch of people always waiting for that.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
I found it, the opportunity in the speaker community, which has became my first info marketer audience because the dogma was so stupid. I'll give you a great example. So there's awards. So almost every association, every membership organization, you included, right? We come up with awards, okay? That theoretically are designed to encourage behavior that will make you more successful, right?
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
So NSA's first big award Certified speaking professional. At the time, you had to have a hundred fee paid, not sell product, fee paid speaking engagements from a hundred different clients in order to apply to get your pick. I said, so let me get this straight. If you're really good and a corporation invites you back 10 times, that doesn't count as 10 engagements.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
So the way to win the award is to be so lousy that nobody wants to use you twice. this doesn't really seem to make sense to me. And here's all these people killing themselves to get this stupid award by getting a new gig and a new gig and a new gig and a new gig. I said, I did one. And then I entered a contract with this company to do 20.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And I really don't have to worry about paying the light bill for the year. You are waking up every morning having to worry about paying the light bill. And you're there because you're following this asinine, you know, award system. And really, their whole dogma was that way. And so you had to be so bad you didn't get invited back. In chiropractic, when we disrupted it with prepay,
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
So chiropractic was all pay-per-visit. You went in, you got an adjustment, you went to the desk, you paid your $39, your $29. So I was involved in a 1970s, late 70s, early 80s, wave in chiropractic of prepay, diagnose you, tell you, you need to come in three times a week for the first six weeks and twice a week for the next five weeks.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And every other time you come in, we're going to hang you upside down in a corner and you need to have heat therapy. And here's what all that adds up to. It's $23,800. Would you like 10% prepaid or would you like to pay it in thirds? So that was prepaid. Well, the profession's establishment went nuts. I mean, you can't do that. Well, why? Why? Why? Well, you just can't, you know.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And the truth is you can't because we haven't been and we don't want to look like jackasses, so you can't do that. And they got pretty militant, the publishing industry, again. And there's even a current example.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
If you watch Shark Tank, they have a particular built-in bias about bringing a new product to market that sometimes causes them to give really bad advice to people because they really don't understand direct response. They really don't even understand direct response online.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And Kevin privately admitted to me that three-fourths of their successes now are only possible because they have the others. And they can use the customers they already got from these eight businesses to launch this one. So they don't really know how to build one. And so often they will give, there's a guy out there with really, a really expensive golf club.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And I had a client many years ago that we sold, we sold a driver for 5,800 bucks, one club. And today's dollars, it'd be twice that probably, very successfully, but only by direct response. You can't put that in a store at the, You know, at the country club, you can't put it at Dick's Sporting Goods. You just can't, right? That thing's got to be sold.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And they just, this guy had a new whiz bang, you know, golf club. And they just crapped all over them because it wasn't going to work in three distribution channels that they're really familiar with, right? So this is a dangerous thing.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
But it is also the opportunity because there are always people doubting what they are going along with and keeping quiet because they don't want to be, you know, the odd man out, right? I'm thinking this, but I must be wrong because all these other people are going along with it. So I'll go along with it too. But they keep saying to themselves, there has to be a better way.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Something's wrong here with this. And that's your door into the market.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Yeah. And I don't mean to. I mean, I think Cuban's the biggest idiot of any of them. All right, just kidding. I don't want to go. But you can edit that out if you... You're the one that probably don't get the lawsuit by the OBE. But people can be really smart, but narrow-minded. And people like to repeat what has worked for them, which makes sense.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
But it causes them to block out other ways of doing things and other opportunities. And those people are not immune from that. Yeah.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Well, so I have that same side of my conference room because people haven't stopped voicing the idea in 50 years. And there's very little difference in any business, right? The structure, somehow we have to attract people to the business, right? And we have to sift and sort them between appropriate for that business and inappropriate for that business.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
So the longer tenured the rule book is, the better. So your opportunity to be explosive grows the more entrenched the establishment is. Because the dissatisfaction... the silent but skeptical go-alongs, their dissatisfaction is growing, right? Their willingness to hear
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
a new and different and better way after, if you will, 10 years of oppression is greater than it was after three years of oppression. So a long-tenured... Here's how we do this business stuff. That's like a marker of opportunity. When the dogma immediately seems silly to you, that's good. Because that means it seems silly to others.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
But again, they are intimidated by being in the club and having nobody else say it. The red cap phenomenon of the moment did not happen. with first term, but it is happening with the second term because people's dissatisfaction with what was going on grew and grew and grew and grew and grew. And a greater number of people were ready to hear certain things and then voice them.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
They felt free to voice them. And all of a sudden, A ton of people are voicing them, right? So that's what happens. And the more dogmatic the rules of the road are, the bigger your opportunity. Lawyers at one time were not allowed to advertise in America. A guy by the name of Dan Osteen from my hometown took that case to the Supreme Court and won because it's a free speech issue.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
It's a constitutional speech issue. So they all have the right to advertise because one guy said, How come everybody else has a right to advertise and we don't? Well, how does that make any sense? Right? And he started saying it loud. And then a few others said, you know, that actually doesn't make sense. And then in his case, he had to litigate it. But in most cases, you don't.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Your dumb phone, that whole thing exists if you track history because of a guy named Bill McGowan who founded MCI. Because AT&T had a monopoly on long-distance telephone. That was long-distance telephone in America. That's it. The local was Ma Bell's, and then there was AT&T. And McGowan said, who'd they get their monopoly from? Because, of course, monopolies are illegal in America, right?
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
We have an antitrust division of the Justice Department. Well, nobody could answer where they got it from, but they got it. Only AT&T can do long distance. So McGowan described the early years of MCI as running a law firm with an antenna on or off. AT&T, of course, sued him. He had to sue them. They went to the Supreme Court, and boom, Supreme Court said, I don't know.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
I don't know how that could be, but if you want to be in the long-distance telephone business, go ahead. And here we are now with no long-distance, right? Nobody pays long-distance charges now. You buy data. So the more entrenched it is, the better. Because when you break that dam, it's, you know, it's really profound.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And then the last thing you're looking for is any sign at all of restless natives. of some little breakout group over here, some weird newsletter over there where somebody is objecting to, this is the way things are done in this business, in this field, in this sport, et cetera. And, um, The people that are attracted to you because of that are really more rabid than just normal customers.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And if we bring them in as leads, then we have to convert them to a sales opportunity of some kind. If we bring them direct to a sales opportunity, those are the only two paths there are. And then a sale has to be made. And in many cases, the game begins because your customer acquisition cost is equivalent to or greater than the sale. So that's the same with every business.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Because they essentially have been locked in a little box. pushing against it mentally, but not willing to really knock it apart, and you come along and give them a permission slip to knock it apart, they get pretty excited.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Well, you need to define your against position, right? Because you are now going to be against some portion. of the dogma and the rules of the road and the protocols of how things are done around here, right? And then you start to, you start to craft your radical position, which is sort of an extreme version of Ogilvy's, you gotta have a big idea.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
So you need your radical statement, essentially, about what's going on. Um, in NSA, it was speakers. Mine was, um, and the first time I really delivered it, I did, I only got away with it once. I did a free, uh, one day seminar the day before the national speakers association convention. Since you were coming anyway. Right. And, um, I probably had 300, 350 there.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Maybe 100 walked out as we went along, but 250 stayed because I told them speaking is not a business. And you're being told this is a business. It's not a business. At best, it's a good job, but it's not even really a good job because if you get sick, you don't get paid. And you can never stop showing up ever, ever, ever, ever. The only way you get paid is to show up, right?
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And there's no barriers to competition. You can't put a moat around it. There's no benefit plan. There's no retirement plan. It's a pretty shitty job. And if you figure out your hourly money, because they would all tell you, like, the fee range in the late 70s was about $3,000. So they would tell you they make it $3,000 an hour. I would go, did you travel to get there? Well, yeah.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Did you stay there all day? Yeah. Did you travel to come home? Yeah. So that's three days. So even if you do eight-hour workdays, that's 24 hours divided into $3,000. You ain't making $3,000 an hour, right? You're making whatever 3,000 divided by 24 is. And plus you got expenses. Did you eat? Yeah, I ate. Did you buy a candy bar at the airport? Yeah. Well, you got to deduct all that stuff, right?
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
So now you're down to like minimum wage. So, I mean, again, you show this to them. Some get really mad and walk out. But others are going, you know, that hand dawned on me. I just never really said it. But, you know, and so no, this is not a business because you have no customers. So by definition, a business has customers. You don't have any customers. You have gigs. A meeting planner hires you.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
You go speak. You get a check. You leave. And you got to get another one. You don't have any customers. You don't have any recurring revenue, other than if you're lucky, that place will have you back again next year or the year after. But you don't have any recurring revenue. You have no revenue that occurs unless you are working. So when you take a day off, there's no revenue, right?
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
some businesses are the economics are harder right a Dairy Queen obviously customer acquisition cost needs to be a lot lower than a Lamborghini dealership but then there's offsetting benefits to owning 10 Dairy Queens rather than owning so everybody is quick to discredit methodology when they haven't seen it applied directly to what they define their business as.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Shoe store, you take a day off, somebody still comes in and buys shoes, right? The guy may not sell as many shoes as he would if he were there, but somebody's going to buy a pair of shoes today. So for all these reasons and others, this thing is not a business.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And then I would explain that it was pretty good media with which to build a business, but here's what the business should look like that you build with speaking, right? Well, this was as radical as you could get. And at the time, selling from the stage was looked down on. There were a few, you know, Zig, Kevin Robert, there were Donnie Hudson, there was maybe Tommy Hopkins, there was maybe 20.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
They were celebrated to their face and looked down on behind their back because the NSA prestige model was all about fee paid engagements. Um, um, and, uh, so you had to, I had to explain to them that the only way to get customers. that you get to keep aside from going and giving another gig is you have to sell the product to start with. So that part of this is all wrong too.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
In fact, the fee is kind of irrelevant because you can't show me the $3,000 you got from the Illinois Hardware Association last year to go speak there. The money's gone. You spent it. Your wife spent it. Your kids spent it. You can't show it to me. But if you got 300 customers, you could show me those customers. So the fee is kind of irrelevant.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
The business is all about customer acquisition like all businesses are, right?
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
And it backs all the way down to what do you define your business as? So most people will always answer that question with their deliverable. So they will say they have a dental practice. or they have an e-commerce site or they have a shoe store or they have a restaurant or I'm in the insurance business. So they, they will give you the deliverable answer. And that then causes this.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
My business is not like that business. So what that business does can't apply to me. If they more intelligently think of themselves as being in the marketing business with a deliverable that is far less important than is the marketing now they get closer to gee all businesses are really the same it's a big impediment for a lot of people Many times they don't realize they're doing it.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
So, you know, they'll be here in Vegas for four days and they're going to see the second most effective place in the world at dollars per head per day. And so every place they go should be a seminar. And they'll miss 80% of it because they own jewelry stores and a jewelry website, and they're not in a jewelry store when they are seeing... a fabulous sales technique, right?
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
They'll go to a great restaurant and they'll have a great time and they will never translate what they're experiencing to what should be happening in their business because their business is different, right? And it's not.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Yeah. And Disney does it with no hookers. So, you know, that brings the dollars per day down right there. No adult shows and no gambling. And Disney still beats them. They passed them about almost a decade ago and they've held it. So Disney gets the greatest number of dollars per day per person present. and Vegas is right there, nipping at them second.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Well, so it's a good characterization. When you look at a market, a business category of any kind, you are typically from outside. You are typically only seeing the tip of the iceberg. If you're already in it. You tend to be limited in what you let yourself see because you only see your methodology and the commonly used methodology. Technological advancement for the Amish is very slow.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
because they try only to see each other. So getting two mules hooked to the plow instead of one was like a two-generation revolution. So one of those two things happens. From outside, you only see the top, the tip of what's visible to the naked eye.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
and you hear what's being said at that level, but what's not being said and what is not seen by the naked eye is what's most important in breaking into, disrupting, attracting attention, and leapfrogging in a market. The
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
many markets the disrupting effect has been built around direct marketing but it's also been built around personality because most established markets have a organized established ruling class a a leadership that has a book of rules that it enforces principally for its own purposes to maintain their position and the status quo. Almost every market has that. And
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
Um, so I kind of experienced every where I've gone. This phenomenon is if there's money and there's a fairly good sized number of people involved, there will be an establishment created and it will create a set of rules. So it doesn't matter if it's your homeowners association. Right. Who's on the homeowners association committee. Typically it's not you, it's not me.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
It's not anybody who welcomes independent ideas. Um, you know, they're a bunch of petty tyrant, bureaucrat type people who have no power or authority anywhere else. And so they get to, you know, make up rules about how high the hedge. Right. And then defend that rule to their debt.
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
When I started in speaking in 1978, and joined the trade association. There were two, but the other one was insignificant. So I joined the National Speakers Association. There were only 4,000 members, but that's enough to cause this phenomenon of a group of people who jockey their way to heads of committees and onto the board, and then...
The Russell Brunson Show
Waiting for the Radical to Arrive: Day with Dan Kennedy (1 of 4) | #Marketing - Ep. 15
they create rules of how the business is supposed to be done. And in most cases, wittingly or unwittingly, mostly wittingly, a lot of the rules are created to discourage new competition because every new success they think takes gigs away from them. There's a whole discussion of, do you have a, limited pie or an abundant theory.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
I do some pro bono work for a food bank. Not a lot, but we have philosophical conflicts, but still. Oh, and the executive director. There's another one of these. You can't tell anybody I told you this ever, ever, because we all hate the guy. But I voted for him because if I separate him from his policies, they all make sense to me, right? Well, how would that happen?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
She would have to consume some of him to get to that point, right? So I would, I'm sure here's the media probably that she consumes all the time. NPR, right? PBS, MSNBC, She probably gets a bunch of stuff from like-minded people in social media. And what did all that do? Instead of keeping her away from Satan, it made her go take a look at Satan, right? So the opposition is useful.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And I've always gone out of my way to trigger it, to have it against position, to have a villain, all of that. If you take any No BS book, any of the titles, they all have this early in the book. there is an establishment archaic villain established and then attacked. And then the alternative system is offered to you.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Um, and, uh, like the Ruthless Management book has gotten the most negative stuff. Uh, reviews, you know, all that. Uh, mostly people have read it. They just don't like the word Ruthless.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
I'm definitely serious about that by the way but I'd almost rather have the negative reviews than the positive ones because I know what effect it has on people right it's like well I gotta take a look at this guy right and um A lot of people don't have the courage to play this game.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
But when you understand its architecture and then you start looking for it, you find it used again and again and again.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Well, so years ago, the Catholic Church used to ban movies.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Well, so there's a lot of models. So this is really pretty easy to model because it's pretty formulaic. So if you, Again, if you think about the MLM industry and you go look at Turner, if you think about the diet industry in the 60s and 70s and you go look at Atkins, if you look at the launch of Apple by Jobs, you know,
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
So they used to tell everybody, I know this because my first wife was Catholic. They used to put out a list of movies that Catholics should not see. And I always thought, do you idiots know what you're doing? Because I can tell you right now that You're succeeding with some, but you're driving a whole bunch of people to the theater to see this movie who probably wouldn't have gone otherwise.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
They banned The Exorcist when it came out, the original movie, The Exorcist, which was basically a junk horror movie. that my guess is would have died at the box office if the Catholic Church hadn't made such a big stink about it and told everybody, stay away from this thing. And I remember thinking, They're the greatest sales force for this movie ever. You can't beat this, right?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
I mean, this is like your parents telling you, you know, don't read this book. What are you going to do? You're all going to read the book, right? I mean, I was a little kid. I don't know how old, but Probably, let's see, 60. It was probably right around 63 that the original Peyton Place novel came out. It was a big deal. You're even too young, probably. Scandalous, this book.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And it was about a small town, and everybody in it had secrets and and a lot of sexual overtones, and fiction, but based on real people. In fact, a bunch of people sued. And so it was the housewife's hidden book of the year, right? They all had it, and they all hid it somewhere, and they all read it.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
a contemporary phenomenon might have been Fifty Shades of Grey for the first six months or so, right? Which is a very funny book. I don't know that they meant it for comedy, but, you know, you go, most wives go ask the husband to
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
tire up in bed he will and then he'll go get a sandwich and watch the game in peace that's what's gonna happen you know I mean it's not oh be careful what you wish for so anyway this book was you know hit and not for minors and you know and all that and Took me about a day to find it, but I found it.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And it turns out pretty much every kid I knew had found his mother's book and was reading some of it and putting it back and reading some of it and putting it back. And that's great amortizing, right? And this is the opposite of being dominated by disapproval. you actually create disapproval to use disapproval.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Um, um, and, and really the expansion of Apple where they had to go get them and bring them back. Um, So on and on and on. There are a lot of models. So if you pick a category, if your category is health, if you're in the health business, there's a lot of models, all the way back to the creator of chiropractic. And so that history is all there, right? In finance, there are a lot of models.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
I think that about a third of Trump is doing these things mostly little ones, mostly to entertain himself and to create another blast of this kind of conversation. And it's amazing to me how the media always bites. It's just incredible. So a couple of days ago, I guess he was asked, because there's some rumors about Prince Harry
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
having lied on his visa application about ever using drugs or something. So somebody asked Trump at one of his, he answers questions pretty much all the time. Somebody asked him, if it turned out that I was true, if he would deport Prince Harry. Now, there's any number of ways you could normally, if you were a normal person, you would handle that question.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
He says, no, he's got enough trouble with that wife of his. She's terrible. Now, this is really not worth being remarked upon, but hours of media time. How dare he? And, you know, the relationship between America and England will be forever severed. And, you know, they're on fire about this. And I just wanted to answer, when it goes to his head, does he say to himself, this will be fun, right?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
I'll just throw this out there. Or does it not even, is there no added mechanism at all? I don't know. I'd love to ask him. Because there's a lot of it, right? And it accumulates, and it's actually magnetic. People sort of, well, maybe I'll start paying attention to this guy, right? Because that was funny, right? I wonder what else he's going to say today. But you just have to not care about
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
about the disapproval. And that's so contrary. It's why you see this model. This model is not, I didn't make it up. So you see this model over and over and over again, but you don't see it commonly used. Because if everybody used it, it would disintegrate. It would have no power. Because most people, business people, are hypersensitive to any disapproval. And they are in an exercise of futility.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
They are seeking No disapproval. And first of all, it can't be done. So you can't do it even if you try, you know. I mean, there are people who don't like vanilla ice cream. I mean, I think it's hard to be opposed to it, but there are people who will give you a 30-minute lecture on why vanilla ice cream is terrible. and there's people that don't like anything else, right?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
So you can't get to 100%. You can't even get to 100% neutrality, 100% ambivalence. You can't even get to, let alone 100% approval. So you're not going to get there no matter what you do. And you're never going to be the talk of the town because of that. If that worked, in 2016, Jeb Bush would have been president. Well, because that's what he is. And that's what he fashioned himself to be.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Nothing to object to. But nothing Period, either. Right? Nothing to really get excited about one way or the other. Right? I think, like the NFL has figured this out with halftime shows, I think they're deliberately doing shows that a lot of people talk about as the worst one ever. Mm-hmm. And people are tuning in to see how bad and offensive it can possibly be.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And then they like complaining about it for three or four days, right? Because otherwise you wouldn't do what they've done the last couple of years. So this is contrary to sort of the way we are taught to behave in really from childhood on up, right? But like nobody drives 50 miles to get vanilla ice cream either, right? It's just not a big thing.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And so if you're vanilla, and if you try and do it all positive, so if you want to get meaty up, For a time, the two highest paid broadcasters ever were Limbaugh and Howard Stern. And then when Howard went to satellite, that ended that. But they were both on AM radio. They had the two biggest audiences. All right.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And obviously not a lot in common, other than the fact that they said triggering controversial things that then got multiplied out into other media and then caused people to be curious and go take a look. Hmm. And highly disapproved of, right? In both cases. Howard has some women fans, but, you know, not a lot. It's pretty much a guy's, you know, a guy's club. Yeah.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
All the way back to the bookstore, Baldwin, that you and I were at, not at the same time, but we were there yesterday. The Rare Bookstore at the Venetian. There's a book. the stock market than you, something like that, right? And it's from 1930. And I'm not going to remember the author's name, but he was a big heretic at the time about investing. So there's these models kind of in every category.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And Limbaugh, he didn't have any liberal fans. He had liberals who listened to get mad. But so Howard had and has a lot of women who have very negative reactions to him. And the ones that listen complain amongst their friends. And the same was true of Limbaugh.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
So again, if you're looking for a model, you're looking at not the pleasant morning AM radio host who there's three of them on the show, kind of the today show of radio. And they do the weather and they do the traffic and they talk about local community events. And here's what we know about those people. They're never going to get rich. They're never going to move up the media ladder.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
They're going to be in local media their entire lives. And most people from one week to the next don't even know they exist. As they age in their careers, the most common question asked amongst people in their community is, are they still alive? I didn't think that guy was still alive. Is he still alive? I thought he was dead. The model is limbo. The model is stern.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And you would go back to Limbaugh day one forward, Howard day one forward, in order to see what they had done if you wanted to become a top ten player. you know, radio personality, or now podcast personality, right? I mean, Rogan's model, all the secrets are visible, right?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Now, you've got to go all the way back to Rogan day one and follow the model all the way forward, but there's nothing hidden, right? All of his secrets are visible. And one of the things he does is he says controversial things. And he has people on who are greatly disapproved of. And then that gets multiplied out through the media, right? A lot of symbiosis going on, right?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
So, yeah, he really helped Trump, or Trump really helped him. Whole new audience, you know, in both directions. So what does that tell you? So that tells you, if you are using a podcast as part of your media, make sure you have some people on it who offend a bunch of people. No, I'm deadly serious. No, no, no. I'm not kidding.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
There's no point in having somebody on that everybody's going to forget after the vanilla ice cream is gone and they're not going to multiply out through other media. What's the point?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
No, have somebody on that a lot of people disagree with and disapprove of who can hold their own for two or three hours, preferably have an audience they bring, but even if they don't, because having that happen will bring more attention to you than having the approved of person on will bring attention to you.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Association, we'll talk later about cast of characters, but one of the things about this model and association is radical with radical. Heretic with heretic. And not just positive, but also negative, because you want noise. You want to be talked about in a multiplied way, almost no matter how you are talked about.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
When Halbert was, he never actually got on, but Johnny talked about his family crest letter and about Halbert as a guy who claims to be the world's greatest copywriter, and that this letter has been mailed more than any other letter, and it gives you a family crest. And so I answered it. I got the family crest, and it's a complete scam, and it's a ripoff, and it's silly.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And Albert said, you can't get better press. He said, it's just terrific. He said, I'm the only copywriter ever mentioned on The Tonight Show in the history of the entire Tonight Show. Direct marketers, companies who would touch me before are calling wanting me to write copy, okay? Because Carson says, I wrote copy so good, I could steal money from anybody, right?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And then there's the sort of the instruction manuals. For the aftermath of it, the man on the white horse position, Eric Hoffer's book, The True Believer, is one of the basics, the fundamentals for people specifically in the information. One way to make a living, the Lyman Wood book would be another one. So there's no shortage of
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Well, the phone's ringing off the hook, right? Now, if it had been nice, wouldn't have had near the impact. So when we started, you asked about fear. And most of the reason people won't use this model is that they're afraid of it. And what they're really afraid of is vocal and visible disapproval.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
things to look at, understand what each part was, and replicate it. Probably 80%, there's a book involved. Somebody did a book, and they promoted a book. If you think about even in the advertising industry, early disruptors of agency models And advertising strategies, Ogilvy would be one of them. They all wrote a book explaining themselves and their radical ideas, right?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
So Ogilvy on advertising is Ogilvy's explanation of what he believes, why he believes it. And at the time, it was very contrary to traditional advertising. So what Ogilvy said, if you don't have a big idea, don't waste your money on advertising. Most advertising of the time had no big ideas. It was just basic brand ideas.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Advertising, you know, not much more than a logo and a picture of a building. And we've been in business since 1936. There's your ad, right? So he was a pretty big heretic. And very theatrical. Ogilvy, most of the time in New York, he roamed around wearing a cape. And he drove a big ass Rolls Royce, killed himself to get the Rolls Royce ad account, which he said was a terrible account to have.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Very hard to advertise Rolls Royces. He did come up with a great ad, of course. But so he used to park this thing right in front of his offices illegally every day, pay the tickets, and go to lunch wearing a great big velvet cape and a book. So you will almost 80% of the time in any of the models you see, you're going to find a book.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Not only in the contemporary models are you going to find podcast, YouTube channel, right? You're going to find the new media as well as the book used in the same way, right? It allows people. To find you. But to get them to go look. You have to stir up all this. Where they already are.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Uh, so like a lot of people have abandoned trade journal advertising in niches and they shouldn't have, cause it's a great place to start this. Um, readership still about 20% of an association and the rates are cheap because people are abandoning print, you know, and so forth. Um, um, Jay Abraham had an ad he used a number of times. It's really a great ad.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
I think Halbert wrote it, but I'm not sure. He used it in insurance and he used it in medical... The headline was, who is this man and why is he saying these terrible things about your professor? Or who is this man and why is he saying these terrible things about your business? And he would then play this game in the end, right? And with a little time, of course, opposition arose.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
And he would quote, and now I add the opposition to the ad, right? And they were great lean generation campaigns. Now, in today's world, an ad like that would be a lot more productive because there's a lot more ways for the curious to go find him And start to, you know, get cooked in his environment. That ad will drive people to Amazon. It will drive people to TikTok.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
It will drive people to LinkedIn. It will drive people, right? And so as long as you're there, that ad now is infinitely more productive than it was pre-internet. You know, as I think you know, the You know, there's three media choices, right? There's online only, there's offline only, and there's integrated media. And the only sensible one is integrated, you know, is integrated media.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
Because each media always creates spinoff traffic events. to other media, and if you aren't there to capture it, you lose it. When you have opposition to you being voiced, that drives traffic. And as long as you're there to get it, and then carry that message forward, you benefit from all the opposition.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
It takes a lot longer than any market to get famous by getting famous than by getting famous and infamous. All right? The infamy helps. So early, when we ran the first Personal Power show, the first Tony show at Kathy Renker, the psychiatric, professional community, and the psychologist, professional community, the therapist, professional community. Has that thing got traction?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
They all got pretty vocal in their criticism. Well, I mean, look, their argument was, uncredentialed, right? Therefore, risky could really hurt some people. Same thing for Werner Erhard and Est, which preceded Tony. And He's insisting he can bring somebody up on stage and instantly cure some chronic phobia they've had for years. that we treat for years.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
You know, Woody Allen's, if you have, if we have any in the audience, I'm sorry, but you know, Woody Allen's line about therapists was always, I got the best one in New York. I've had him, I've been going to him every week for 30 years. Um, and like Tony's curing us like this, you know, that you, I'm sure you saw him, the, the instant orgasm thing, right? From Tony?
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
yeah that's really funny good punchline yeah but she was due yeah right okay so there was a lot of griping right well so what did that do it sent people the restless native the patient the patient
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
who's in his seventh year and still has the same problem he had when he started, the professional who's questioning what he or she has been told about how to do the profession, it sent them to go investigate. And then the more places you are, because different people go different places, the more places you are, the more you benefit.
The Russell Brunson Show
Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18
and that's why this last time around like Trump was everywhere I mean everywhere you couldn't you couldn't avoid him and people start well that actually makes sense you know