The Russell Brunson Show
The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17
Wed, 12 Mar 2025
In this episode of The Russell Brunson Show, we’re diving deeper into how to break into a market, dominate an industry, and attract massive attention - even if it means creating controversy along the way. This is part three of my Day with Dan interview from Funnel Hacking Live 10, and today, we’re talking about the power of positioning, theatrical marketing, and leveraging opposition to your advantage. If you’ve ever wondered why some brands skyrocket while others stay stuck, this episode reveals the hidden playbook behind disruptive marketing. The truth? The biggest names in business didn’t just fit in… They made themselves impossible to ignore!. Key Highlights: Why every successful disruptor needs a big villain - and how to position yourself against it The power of stunts and theatrical marketing (and why playing it safe is the fastest way to be forgotten) How controversy fuels attention, authority, and customer loyalty Why industry opposition can be your greatest asset (if you know how to use it) The psychology behind “restless natives” - the hidden market waiting for someone to challenge the status quo Most entrepreneurs focus on gaining approval, but the real winners embrace resistance. The biggest opportunities don’t come from playing by the rules - they come from rewriting them!! If you’re looking to build an unshakable brand, create movements instead of just marketing, and use opposition as a growth strategy, this is the episode you need to hear! https://sellingonline.com/podcast https://clickfunnels.com/podcast https://www.nobsletter.com Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal https://nordvpn.com/secrets Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to northwestregisteredagent.com/russell to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at RocketMoney.com/RUSSELL Indeed: Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices
Chapter 1: What can you learn from Russell Brunson and Dan Kennedy's marketing strategies?
Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast. This is the Russell Brunson Show. What's up, everyone?
This is Russell. Welcome back to the show. Excited to be hanging out with you guys and Dan Kennedy today. We are moving on to part three of my day with Dan interview from Funnel Hacking Live 10. And hopefully you enjoyed number one. Number two, if you missed them, I'd go back and do it.
It's all part of a two-hour series we did all about becoming the radical in your market and your industry and changing everything and getting people to follow you. And, uh, it's, I don't know, Dan Kennedy's the best. I love it. So, um, if you are not our Dan Kennedy, uh, student or fan yet, uh, hopefully these interviews are helping you. Um, and I'm excited for this one. Okay.
So this is part three of my interview. Uh, during this, uh, session, we talk about the power of positioning, theatrical marketing, and leveraging opposition to your advantage. And if you've ever wondered why some brands skyrocket while a lot of others get stuck, this episode is going to reveal the hidden playbook behind disruptive marketing. Um, and that's what we're gonna be talking about.
And you know, a lot of people like, well, is this stuff Dan's talking about actually real? Um, just so you know, Dan was my number one coach and mentor. Uh, I was in his mastermind groups for six years, him and Bill Glazer before we launched ClickFunnels. Uh, as I listened to ClickFunnels, I listened literally to Dan Kennedy almost every single day.
Uh, I have every course, every book, every product. And I listened to him over and over and over again because I wanted to always get in the mindset of Dan. So most of the movement we built, uh, It was based on the teachings I learned from my man and Mr. Dan Kennedy.
So I had a chance a couple years ago to buy his company and get close with him and it's just been like one of the coolest things ever. And one of the coolest things we do as part of Dan's company is we have a monthly print newsletter. I know you may be thinking that's out of date, like we don't do print things anymore. But it's amazing.
We got a couple thousand active members who subscribe to it and every single month they get this newsletter in the mail. It's literally like getting a seminar from Dan Kennedy every single month. It's cool because it's not digital. It's cool because it's, it's like you get it and you can unplug from the computer, your phone, everything to sit down and actually read.
Uh, I know a lot of us forgot how to read, but it's really powerful. So, uh, readers are leaders and the best stuff to read is Dan Kennedy's monthly newsletter. In fact, I literally just got mine today in the mail this month. And so I will be unplugging today, sitting in a chair next to my, who am I kidding? I don't turn my fireplace on. It's not cold enough for that, but
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Chapter 2: Why is theatrical marketing crucial for brand disruption?
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.
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.
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.
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Remember, when it comes to hiring, Indeed is all that you need. What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method.
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