Make Your Business Impossible to Ignore: Day with Dan Kennedy (4 of 4) | #Marketing - Ep. 18

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Speaker 1 This is the Russell Brunson Show.

Speaker 1 What's up, everybody? This is Russell. Welcome back to the show.
And this is the exciting conclusion of our series with Dan Kennedy.

Speaker 1 And if you guys, again, if you don't know, Dan Kennedy was my first mentor. He's how I learned marketing and sales was originally all from Dan.

Speaker 1 And I'm so honored to have him this year's funnel hiking live. We had a whole VIP day with him, and I've been sharing with you guys my two-hour interview with him on stage.

Speaker 1 And what's cool is like, I don't talk a lot. I ask a question, I sit back, and I let Dan do the delivery.
And hopefully, you got a lot from this

Speaker 1 interview so far. Again, we're on part number four right now, and in today's episode, we're going to wrap up the final installment of the interview.

Speaker 1 Dan and I are going to deep dive into sales and marketing, the formulas behind market disruption, radical positioning, how to attract massive attention, whether positive or negative, and how to dominate your industry.

Speaker 1 And it's going to be a lot of fun. So I hope you guys enjoy this episode.

Speaker 1 If you haven't plugged into Dan Kennedy's world yet, if you go to nobsletter.com, you can go get a free subscription to his print newsletter. It's worth its weight in gold.

Speaker 1 It's like literally getting Dan Kennedy to fly to your house once a month and teach you the best thing that he's got that month. He's been publishing this newsletter for 40 plus years.

Speaker 1 I've been a subscriber now for almost 20. And if you are just getting started, now is the time to go to nobesletter.com and become a subscriber.
That way you can learn from the man himself, Mr.

Speaker 1 Dan Kennedy. With that said, we're going to jump into the exciting conclusion of part number four of the day with Dan from Funnel Hacking Live 10.
I hope you guys enjoy this.

Speaker 1 And then next week, we'll get back to our normal podcast programming. Appreciate you all, and I hope you enjoy this episode with Dan Kennedy.

Speaker 1 Are Are there any other things that those of us who want to step into that and become the radical or the man of the white horse?

Speaker 1 Like any other things specifically you'd recommend people thinking about or doing as they're trying to step into that?

Speaker 2 Well, so there's a lot of models.

Speaker 2 So

Speaker 2 this is really pretty easy to model

Speaker 2 because it's pretty far to leak.

Speaker 2 So

Speaker 2 if you

Speaker 2 again, if you think about

Speaker 2 the MLM industry and you go look at Turner,

Speaker 2 if you think about the diet industry in the 60s and 70s and you go look at Atkins,

Speaker 2 if you look at the launch of Apple by Jobs,

Speaker 2 you know,

Speaker 2 and

Speaker 2 really the expansion of Apple,

Speaker 2 where they had to go get them and bring them back. back.

Speaker 2 So, on and on and on.

Speaker 2 There are a lot of models. So, if you pick a category, if your category is health, if you're in the health business,

Speaker 2 there's a lot of models, all the way back to the creator of chiropractic.

Speaker 2 And so, that history is all there, right? In finance,

Speaker 2 there are a lot of models,

Speaker 2 all the way back to the bookstore,

Speaker 2 Balman, that you and I were at, not at the same time, but we were there yesterday,

Speaker 2 the rare bookstore at the Venetian.

Speaker 2 There's a book.

Speaker 2 The stock market and you, something like that, right?

Speaker 2 And it's from 1930.

Speaker 2 And I'm not going to remember the author's name, but he was a big

Speaker 2 heretic at the time

Speaker 2 about investing.

Speaker 2 So there's these models kind of in every category.

Speaker 2 And

Speaker 2 then there's the

Speaker 2 sort of the

Speaker 2 instruction manuals

Speaker 2 for the

Speaker 2 aftermath of it, the man on the white horse position,

Speaker 2 Eric Hoffer's book, The True Believer, is,

Speaker 2 you know, one of the basics, the fundamentals

Speaker 2 for people specifically, and the information,

Speaker 2 one way to make a living, the Lyman Wood book would be another one.

Speaker 2 So there's no shortage of

Speaker 2 things

Speaker 2 to

Speaker 2 look at,

Speaker 2 understand what each part was,

Speaker 2 and replicate it.

Speaker 2 Probably

Speaker 2 80%

Speaker 2 there's a book involved.

Speaker 2 Somebody did a book

Speaker 2 and they promoted a book.

Speaker 2 If you think about even in profession, in the advertising industry, right,

Speaker 2 The early

Speaker 2 disruptors

Speaker 2 of agency models

Speaker 2 and advertising strategies, Ogilvy would be one of them,

Speaker 2 they all wrote a book explaining themselves

Speaker 2 and their radical

Speaker 2 ideas.

Speaker 2 So Ogilvy on advertising is Ogilvy's explanation

Speaker 2 of what he believes, why he believes it, and at the time it was very contrary

Speaker 2 to traditional advertising. So what Ogilvy said, if you don't have a big idea, don't waste your money on advertising.

Speaker 2 Most advertising of the time had no big ideas.

Speaker 2 It was just basic brand

Speaker 2 advertising. You know, not much more than a logo and a picture of a building.
And we've been in business since 1936.

Speaker 2 There's your ad, right?

Speaker 2 So he was a pretty big heretic

Speaker 2 and very theatrical.

Speaker 2 Over

Speaker 2 most of the time in New York, he roamed around wearing a cape.

Speaker 2 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. Very hard to advertise Rolls-Royces.

Speaker 2 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,

Speaker 2 and go to lunch wearing a great big velvet cape

Speaker 2 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.

Speaker 2 Now, only in the contemporary models are you going to find podcast,

Speaker 2 YouTube channel, right? You're going to find the new media as well as the book

Speaker 2 used in the same way.

Speaker 2 It allows people

Speaker 2 to find you,

Speaker 2 but to get them to go look, you have to stir up all this

Speaker 2 where they already

Speaker 2 are.

Speaker 2 So, like a lot of people have abandoned trade journal advertising in niches and they shouldn't have, because it's a great place to start this.

Speaker 2 The readership is still about 20% of an association, and the rates are cheap because people are abandoning print, you know, and so forth.

Speaker 2 Jay Abraham had

Speaker 2 an ad he used a number of times. It's really a great ad.

Speaker 2 I think Halbert wrote it, but I'm not sure.

Speaker 2 He used it in insurance and he used it in

Speaker 2 medical.

Speaker 2 The headline was,

Speaker 2 who is this man

Speaker 2 and why is he saying these terrible things about your profession? Or who is this man and why is he saying these terrible things about your business?

Speaker 2 And

Speaker 2 he would then play this game in the ad, right?

Speaker 2 And with a little time, of course, opposition arose

Speaker 2 and he would quote the ad, and now I add the opposition.

Speaker 2 to the ad, right?

Speaker 2 And it was a, they were great lean generation campaigns. Now, in today's world,

Speaker 2 an ad like that would be a lot more productive

Speaker 2 because there's a lot more ways for the curious to go find him

Speaker 2 and

Speaker 2 start

Speaker 2 to

Speaker 2 get cooked in his environment.

Speaker 2 That ad will drive people to Amazon, it will drive people to TikTok, it will drive people to LinkedIn, it will drive people, right?

Speaker 2 And so as long as you're there, that ad now is infinitely more productive than it was pre-internet.

Speaker 2 You know, as I think you know, the

Speaker 2 you know, there's three media choices, right? There's there's online only, there's offline only, and there's integrated media.

Speaker 2 And the only sensible one is integrated, you know, is integrated media.

Speaker 2 Because

Speaker 2 each media always creates spin-off traffic

Speaker 2 to other media and if you aren't there to capture it you lose it when you have opposition to you being voiced

Speaker 2 that drives traffic

Speaker 2 Okay,

Speaker 2 and as long as you're there to get it

Speaker 2 and then

Speaker 2 carry that message forward, you benefit from

Speaker 2 all the opposition.

Speaker 2 It takes a lot longer

Speaker 2 than any

Speaker 2 market

Speaker 2 to get famous

Speaker 2 by getting famous

Speaker 2 than by getting famous and infamous.

Speaker 2 The infamy

Speaker 2 helps.

Speaker 2 The

Speaker 2 it's so early,

Speaker 2 when we ran the first personal power show, the first Tony show at Cuthbert Wanker.

Speaker 2 The psychiatric

Speaker 2 professional community

Speaker 2 and the psychologist professional community,

Speaker 2 the therapist professional community.

Speaker 2 Has that thing got traction?

Speaker 2 They all got pretty vocal

Speaker 2 in their criticism.

Speaker 2 Well, I mean, look,

Speaker 2 their argument was

Speaker 2 uncredentialed, right?

Speaker 2 Therefore risky,

Speaker 2 could really hurt some people. Same thing for Werner Earhart and AST, which preceded Tony.

Speaker 2 And

Speaker 2 he's insisting

Speaker 2 he can bring somebody up on stage and instantly cure

Speaker 2 some chronic phobia they've had

Speaker 2 for years

Speaker 2 that we treat for years.

Speaker 2 You know, Woody Allen's,

Speaker 2 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 them, I've been going to him every week for 30 years.

Speaker 2 And like Tony's curing us like this.

Speaker 2 You know, that you I'm sure you saw the instant orgasm thing, right? From Tony? Yeah, yeah, yeah. It's really funny.

Speaker 2 Good punch lie.

Speaker 2 Yeah, but she was due. Yeah.
Right. Okay.

Speaker 2 So

Speaker 2 there was a lot of

Speaker 2 griping, right?

Speaker 2 Well, so what did that do?

Speaker 2 It sent people

Speaker 2 the restless native,

Speaker 2 the patient

Speaker 2 who's in his seventh year and still has the same problem he had when he started.

Speaker 2 the professional who's questioning what he or she has been told about how to do the profession,

Speaker 2 it sent them to go

Speaker 2 investigate.

Speaker 2 And then the more places you are,

Speaker 2 because different people go different places, the more places you are, the more you benefit.

Speaker 2 And that's why this last time around,

Speaker 2 like Trump was everywhere. I I mean, everywhere.
You couldn't

Speaker 2 you couldn't avoid it.

Speaker 2 And

Speaker 2 people start,

Speaker 2 well,

Speaker 2 that actually makes sense.

Speaker 2 You know?

Speaker 2 The

Speaker 2 I do some pro bono work for a food bank.

Speaker 2 Not a lot, but we have philosophical conflicts, but still.

Speaker 2 And

Speaker 2 the executive director

Speaker 2 is another one of these.

Speaker 2 You can't tell anybody I told you this ever,

Speaker 2 ever,

Speaker 2 because we all hate the guy.

Speaker 2 But I voted for him

Speaker 2 because

Speaker 2 If I separate

Speaker 2 him

Speaker 2 from his policies,

Speaker 2 they all make sense to me,

Speaker 2 right?

Speaker 2 Well, how would that happen?

Speaker 2 She would have to consume some of him

Speaker 2 to get to that point, right?

Speaker 2 So I would, I'm sure,

Speaker 2 here's the media probably that she consumes all the time:

Speaker 2 NPR,

Speaker 2 right?

Speaker 2 PBS,

Speaker 2 MSNBC,

Speaker 2 she probably gets a bunch of stuff from

Speaker 2 like-minded people

Speaker 2 in social media.

Speaker 2 And

Speaker 2 what did all that do?

Speaker 2 Instead of keeping her away from Satan,

Speaker 2 it made her go take a look at Satan.

Speaker 2 Right?

Speaker 2 So the opposition

Speaker 2 is useful.

Speaker 2 And I've always gone out of my way to trigger it,

Speaker 2 to have an against

Speaker 2 position, to have a villain, all of that. If you take any

Speaker 2 Nobesque book,

Speaker 2 any of the titles,

Speaker 2 they all have

Speaker 2 this

Speaker 2 early in the book.

Speaker 2 There is

Speaker 2 an establishment

Speaker 2 archaic

Speaker 2 villain established

Speaker 2 and then

Speaker 2 attacked,

Speaker 2 and

Speaker 2 then the alternative

Speaker 2 system

Speaker 2 you know, is offered to you.

Speaker 2 And,

Speaker 2 like,

Speaker 2 the Ruthless Management book has gotten the most negative

Speaker 2 stuff,

Speaker 2 reviews, you know, all that.

Speaker 2 Mostly the people have read it. They just don't like the word ruthless.

Speaker 2 I'm deadly serious about that, by the way.

Speaker 2 But I'd almost rather have the negative reviews than the positive ones.

Speaker 2 Because I know what effect it has on people, right? It's like,

Speaker 2 well,

Speaker 2 I got to take a look at this guy, right?

Speaker 2 And

Speaker 2 a lot of people don't have the courage to play this game.

Speaker 2 But

Speaker 2 when you understand its architecture and then you start looking for it,

Speaker 2 you find it used

Speaker 2 again

Speaker 2 and again

Speaker 2 and again.

Speaker 1 I saw an ad the other day. You would loved it.
It's for this book that's coming out. It's like a mind control

Speaker 1 persuasion book. And the ad was basically, it was two Amazon reviews.
One was five stars. Like, this is the greatest book I've ever read on mind control.

Speaker 1 And the second one was, this book should be banned and burned. And the headline was, both of these are right.

Speaker 1 And it's like, like, I keep seeing that ad running around my man. I'm such a good ad.

Speaker 2 Perfect.

Speaker 2 Well,

Speaker 2 see, years ago,

Speaker 2 the Catholic Church used to ban movies.

Speaker 2 So they used to tell everybody,

Speaker 2 I know this because my first wife was Catholic.

Speaker 2 They used to... put out a list of movies

Speaker 2 that Catholics should not see.

Speaker 2 And I always thought,

Speaker 2 do you idiots know what you're doing?

Speaker 2 Say, because

Speaker 2 I can tell you right now

Speaker 2 that

Speaker 2 you're succeeding with some,

Speaker 2 but you're driving a whole bunch of people to the theater to see this movie who probably wouldn't have gone otherwise.

Speaker 2 They banned The Exorcist when it came out, the original movie, The Exorcist,

Speaker 2 which was basically a junk

Speaker 2 horror movie

Speaker 2 that my guess is would have died at the box office

Speaker 2 if the Catholic Church hadn't made such a big stink about it and told everybody, stay away from this thing.

Speaker 2 And

Speaker 2 I remember thinking,

Speaker 2 they're the greatest sales force for this movie ever. You can't beat this, right?

Speaker 2 I mean, this is like your parents telling you,

Speaker 2 you know, don't read this book.

Speaker 2 What are you going to do? You're all going to read the book, right?

Speaker 2 I mean,

Speaker 2 I was a little kid, and I don't know how old, but

Speaker 2 probably, let's see, 60. It was probably right around

Speaker 2 63 that the original Payton Place novel came out. It was a big deal.
You're even too young, probably.

Speaker 2 Scandalous, this book.

Speaker 2 And

Speaker 2 it was about a small town, and everybody in it had secrets

Speaker 2 and a lot of sexual overtones

Speaker 2 and

Speaker 2 fiction, but

Speaker 2 based on real people. In fact, a bunch of people sued.

Speaker 2 And so it was the

Speaker 2 housewife's hidden book of the year, right?

Speaker 2 They all had it, and they all hid it somewhere,

Speaker 2 and they all read it.

Speaker 2 A contemporary

Speaker 2 phenomenon might have been Fifty Shades of gray for the first six months or so, right?

Speaker 2 Which is a very funny book.

Speaker 2 I don't know that they meant it for comedy, but,

Speaker 2 you know,

Speaker 2 you go,

Speaker 2 most wives go ask the husband to

Speaker 2 tire up in bed. He will,

Speaker 2 and then he'll go get a sandwich and watch the game in peace. That's what's going to happen, you know.
I mean, it's not.

Speaker 2 Oh,

Speaker 2 be careful what you wish for.

Speaker 2 So anyway, this book was, you know,

Speaker 2 hidden

Speaker 2 and

Speaker 2 not for minors

Speaker 2 and, you know, and all that.

Speaker 2 It took me about a day to find it, but I found it.

Speaker 2 And it turns out pretty much every kid I knew had found his mother's book

Speaker 2 and was reading some of it and putting it back and reading some of it and putting it back.

Speaker 2 And that's great amortizing, right?

Speaker 2 And

Speaker 2 this is the opposite of being

Speaker 2 dominated by disapproval.

Speaker 2 You actually create disapproval to use disapproval.

Speaker 2 I think that about

Speaker 2 a third of Trump

Speaker 2 is doing these things,

Speaker 2 mostly little ones,

Speaker 2 mostly to entertain himself

Speaker 2 and to create another blast of this kind of

Speaker 2 conversation.

Speaker 2 And it's amazing to me how the media always bites.

Speaker 2 It's just incredible.

Speaker 2 So a couple days ago, I guess he was asked,

Speaker 2 because there's some rumors about Prince Harry

Speaker 2 having lied on his visa application about ever using drugs or something.

Speaker 2 So somebody asked Trump at one of his

Speaker 2 he answers questions pretty much all the time. Somebody asked him

Speaker 2 if it turned out that that was true, if he would deport Prince Harry.

Speaker 2 Now, there's any number of ways you could normally, if you were a normal person, you would handle

Speaker 2 that question.

Speaker 2 He says, No,

Speaker 2 he's got enough trouble with that wife of his. She's terrible.

Speaker 2 Now,

Speaker 2 this is really not worth

Speaker 2 being remarked upon,

Speaker 2 but

Speaker 2 hours of media time.

Speaker 2 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.

Speaker 2 And I just wanted to answer, when it goes to his head,

Speaker 2 Does he say to himself, this will be fun,

Speaker 2 right?

Speaker 2 I'll just throw this out there. Or does it not even, is there no edit mechanism at all?

Speaker 2 I don't know. I'd love to ask him.

Speaker 2 Because there's a lot of it, right?

Speaker 2 And it accumulates,

Speaker 2 and it's actually

Speaker 2 magnetic.

Speaker 2 People sort of,

Speaker 2 well, maybe I'll start paying attention to this guy, right?

Speaker 2 Because

Speaker 2 that was funny, right? I wonder what else he's going to say today.

Speaker 2 But

Speaker 2 you just have to not care

Speaker 2 about the disapproval.

Speaker 2 And that's so contrary.

Speaker 2 It's why you see this model. This model is not,

Speaker 2 I didn't make it up.

Speaker 2 So you see this model over and over and over again, but you don't see it

Speaker 2 commonly used

Speaker 2 because if everybody used it, it would, you know, would disintegrate, it would have no power.

Speaker 2 Because most people,

Speaker 2 business people,

Speaker 2 are hypersensitive

Speaker 2 to any disapproval.

Speaker 2 And they are

Speaker 2 in an exercise of futility,

Speaker 2 they are seeking

Speaker 2 no disapproval.

Speaker 2 And

Speaker 2 first of all, it can't be done.

Speaker 2 So you can't do it even if you try,

Speaker 2 you know. I mean, there are people who don't like vanilla ice cream.
I mean,

Speaker 2 I think it's hard to be opposed to it, but

Speaker 2 there are people who will give you a 30-minute lecture on live vanilla ice cream as you have a tear.

Speaker 2 And there's people that don't like

Speaker 2 anything else, right?

Speaker 2 So you can't get to 100%,

Speaker 2 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.

Speaker 2 And

Speaker 2 you're never going to be

Speaker 2 the talk of the town

Speaker 2 because of that.

Speaker 2 If that worked,

Speaker 2 in 2016, Jeb Bush would have been president.

Speaker 2 Well, because that's what he is, and that's what he fashioned himself to be.

Speaker 2 Nothing to object to,

Speaker 2 but

Speaker 2 nothing

Speaker 2 period either,

Speaker 2 right?

Speaker 2 Nothing to really get excited about one way or the other.

Speaker 2 I think, like the NFL has figured this out with halftime shows. I think they're deliberately doing shows

Speaker 2 that a lot of people talk about has the worst one ever.

Speaker 2 And people are tuning in to see how bad and offensive it can possibly be.

Speaker 2 And then they like complaining about it for three or four days, right?

Speaker 2 Because otherwise, you wouldn't do what they've done the last couple of years.

Speaker 2 So,

Speaker 2 this is contrary to sort of

Speaker 2 the way we

Speaker 2 are taught to behave

Speaker 2 really from childhood on up, right?

Speaker 2 And

Speaker 2 but like nobody drives 50 miles to get vanilla ice cream either, right?

Speaker 2 It's just not a big thing.

Speaker 2 And so if you're vanilla,

Speaker 2 and if you try and do it all

Speaker 2 positive,

Speaker 2 so if you look at media,

Speaker 2 for a time,

Speaker 2 the two highest-paying highest-paid broadcasters

Speaker 2 ever

Speaker 2 were Limbaugh and Howard Stern.

Speaker 2 And then, when Howard went to satellite, that ended that. But

Speaker 2 when they were both on AM radio,

Speaker 2 they had the two biggest audiences.

Speaker 2 And obviously, not a lot in common

Speaker 2 other than the fact

Speaker 2 that they said

Speaker 2 triggering

Speaker 2 controversial things

Speaker 2 that then got multiplied out into other media

Speaker 2 and then caused people

Speaker 2 to be curious

Speaker 2 and go take a look

Speaker 2 and

Speaker 2 highly disapproved of,

Speaker 2 right,

Speaker 2 in both cases.

Speaker 2 Howard had has

Speaker 2 some women fans, but you know, not a lot.

Speaker 2 It's pretty much a guys,

Speaker 2 you know, a guys' club.

Speaker 2 And Limbaugh, he didn't have any liberal fans. He had liberals who listened to get mad.

Speaker 2 But

Speaker 2 so Howard had and has a lot of women who

Speaker 2 have very negative reactions to him,

Speaker 2 and the ones that listen complain

Speaker 2 amongst their friends. And the same was true of Limbaugh.

Speaker 2 So, again, if you're looking for a model,

Speaker 2 you're looking at not the

Speaker 2 pleasant

Speaker 2 morning a.m. radio host

Speaker 2 who there's three of them on the show, kind of the today show of radio.

Speaker 2 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.

Speaker 2 They're never going to move up the media ladder. They're going to be in local media their entire lives.

Speaker 2 And

Speaker 2 most people, from one week to the next, don't even know they exist.

Speaker 2 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?

Speaker 2 I thought he was dead.

Speaker 2 The model is Limbaugh. The model is

Speaker 2 Stern.

Speaker 2 And you would go back

Speaker 2 to Limbaugh day one

Speaker 2 forward howard day one

Speaker 2 forward

Speaker 2 in order to see what they had done if you wanted

Speaker 2 to become a top 10

Speaker 2 you know radio personality um

Speaker 2 or now podcast personality right

Speaker 2 I mean, Rogan's model,

Speaker 2 all the secrets are visible,

Speaker 2 right?

Speaker 2 Now, you've got to go all the way back to Rogan day one

Speaker 2 and follow the model all the way to forward,

Speaker 2 but

Speaker 2 there's nothing hidden,

Speaker 2 right?

Speaker 2 All of his secrets are visible.

Speaker 2 And

Speaker 2 one of the things he does

Speaker 2 is

Speaker 2 he says controversial things

Speaker 2 and he has people on who who are greatly disapproved of,

Speaker 2 and then that gets multiplied out through the media, right?

Speaker 2 A lot of

Speaker 2 symbiosis going on, right?

Speaker 2 So,

Speaker 2 yeah,

Speaker 2 he really helped Trump, but Trump really helped him.

Speaker 2 whole new audience, you know, in both directions. So, what does that tell you? So that tells you

Speaker 2 if you are using

Speaker 2 a podcast as part of your media,

Speaker 2 make sure you have some people on it

Speaker 2 who offend a bunch of people.

Speaker 2 No, I'm deadly serious.

Speaker 2 No, no, no, I'm not kidding.

Speaker 2 There's no point in having somebody on

Speaker 2 that everybody's going to forget

Speaker 2 after

Speaker 2 the vanilla ice cream is gone.

Speaker 2 And they're not going to multiply out through other media. What's the point?

Speaker 2 No. Have somebody on that a lot of people

Speaker 2 disagree with and disapprove of

Speaker 2 who can hold their own for two or three hours, preferably have an audience they bring, but

Speaker 2 even if they don't,

Speaker 2 because

Speaker 2 having that happen

Speaker 2 will bring more attention to you

Speaker 2 than having the approved of

Speaker 2 person on will bring attention to you.

Speaker 2 Association,

Speaker 2 we'll talk later about cast of characters, but but one of the one of the things about this model in association is

Speaker 2 radical with radical, heretic with heretic,

Speaker 2 and

Speaker 2 not

Speaker 2 just

Speaker 2 positive, but also negative, because you want noise.

Speaker 2 You want

Speaker 2 to be

Speaker 2 talked about in a multiplied way almost no matter how you are

Speaker 2 talked about.

Speaker 2 When Halbert was,

Speaker 2 it was, he never actually got on, but

Speaker 2 Johnny talked about his

Speaker 2 Family Crest letter

Speaker 2 and

Speaker 2 about Halbert

Speaker 2 as

Speaker 2 a guy who claims to be the world's greatest copywriter. and

Speaker 2 that this letter has been mailed more than any other letter and it gives you your family crest. And so I answered it.
I got the family crest, and it's a complete scam and it's rip-off and it's silly.

Speaker 2 And

Speaker 2 Halbert said, you can't get better press.

Speaker 2 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.

Speaker 2 Direct marketers, companies who would touch me before are calling wanting me to to write copy.

Speaker 2 Because Carson says,

Speaker 2 I wrote copy so good, I could steal money from anybody.

Speaker 2 Well, the phone's written off the hook, right?

Speaker 2 Now, if it had been nice,

Speaker 2 wouldn't have had near the impact.

Speaker 2 So

Speaker 2 when we started, you ask 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

Speaker 2 vocal and visible disapproval. Yeah.

Speaker 1 Well, I think we're at the end of the session, and that was easy.

Speaker 2 Should we all give Dan a huge round of applause?

Speaker 1 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.

Speaker 1 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.

Speaker 1 That's sellingonline.com/slash podcast.

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Wanna take a sec to think about it. Or like a month.

Speaker 3 Wanna keep tabs on that instant offer with OfferWatch. Wanna have CarMax pick it up from the driveway.

Speaker 3 So, wanna drive? CarMax.

Speaker 1 Pickup not available everywhere. Restrictions and fee may apply.