The Secret to Theatrical Marketing: Day with Dan Kennedy (3 of 4) | #Marketing - Ep. 17

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.

Speaker 3 This is the Russell Brunson show.

Speaker 3 What's up everyone? This is Russell. Welcome back to the show.
Excited to be hanging out with you guys and Dan Kennedy today.

Speaker 3 We are moving on to part three of my Day with Dan interview from Funnel Hacking Live 10.

Speaker 3 And hopefully you enjoyed number one, number two. If you missed some, I'd go back and do it.

Speaker 3 It's all part of a two-hour series we did all about like becoming the radical in your market and your industry and changing everything and getting people to follow you.

Speaker 3 And it's, I don't know, Dan Kennedy is the best. I love it.
So

Speaker 3 if you are not our Dan Kennedy student or fan yet, hopefully these interviews are helping you.

Speaker 3 And I'm excited for this one. Okay, so this is part three of my interview.

Speaker 3 During this session, we talk about the power of positioning, theatrical marketing, and leveraging opposition to your advantage.

Speaker 3 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.

Speaker 3 And that's what we're going to be talking about. And a lot of people are like, well, is this stuff Dan's talking about actually real?

Speaker 3 Just, you know, Dan was my number one coach and mentor. I was in his mastermind groups for six years, him and Bill Glazer, before we launched ClickFunnels.

Speaker 3 As I listened to ClickFunnels, I listened literally to Dan Kennedy almost every single day.

Speaker 3 I have every course, every book, every product, and I listen to him over and over and over again because I wanted to always get in the mindset of Dan.

Speaker 3 So most of the movement we built was based on the teachings I learned from my man and Mr. Dan Kennedy.

Speaker 3 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

Speaker 3 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.

Speaker 3 We got a couple thousand active members who subscribe to it. and every single month they get this newsletter in the mail and it's literally like getting a seminar from Dan Kennedy every single month.

Speaker 3 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

Speaker 3 I know a lot of us forgotten how to read, but it's really powerful. So readers are leaders and the best stuff to read is Dan Kennedy's monthly newsletter.

Speaker 3 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.

Speaker 3 It's not cold enough for that. But if I had a fireplace and it was cold, I'd be doing that.
But I literally will sit down today with a chair and I will read the entire thing.

Speaker 3 So and every single month is just something different. So, if you're not a subscriber yet, go to nobsletter.com.
Go subscribe.

Speaker 3 You get a free trial and a whole bunch of free Dan Kennedy goodies and bonuses from him and from me just for trying it out. And so, go to nobsletter.com if you want to go deep with Dan Kennedy.

Speaker 3 But other than that, we're going to jump into day number or part number three of my day with Dan. And I hope you guys enjoy this episode.

Speaker 2 Your other question

Speaker 2 was, you know, about

Speaker 2 implementation.

Speaker 2 And so,

Speaker 2 your first thing, your big idea, your radical thing, right,

Speaker 2 you have to be able to put that across in a very big way.

Speaker 2 And

Speaker 2 if you look

Speaker 2 all through history,

Speaker 2 it's like we take Most people now don't even remember, but we sort of take the Atkins products,

Speaker 2 weight loss products for granted. They're just there.

Speaker 2 Benign people like Rob Lowe, who's never had a weight problem in his entire fringe life, right?

Speaker 2 He's doing the commercials. Nobody really remembers Dr.
Atkins,

Speaker 2 but... That whole thing started.

Speaker 2 Dr. Atkins started the anti-carb.

Speaker 2 The food pyramid is wrong.

Speaker 2 The government food pyramid is crap and

Speaker 2 anti-carb. And you can eat all the steak you want, steak three times a day if you want to.

Speaker 2 And

Speaker 2 the original Atkins diet was a radical, big

Speaker 2 idea, attacked by pretty much the entire medical establishment, which made it.

Speaker 2 Made it.

Speaker 2 And that

Speaker 2 happens a lot, right?

Speaker 2 And you can't have a small villain. Whatever you pit yourself against has to be big and important.

Speaker 2 You know, Superman...

Speaker 2 They lasted about

Speaker 2 three months when they created Superman with him lifting cars above his head and

Speaker 2 getting Lois Lane, she fell off a cliff.

Speaker 2 But

Speaker 2 now what?

Speaker 2 Right?

Speaker 2 And so,

Speaker 2 hence the creation of the supervilla, because

Speaker 2 you really don't need a superhero if you don't have supervillains, right?

Speaker 2 And that's the same for all of us who want to take this

Speaker 2 position.

Speaker 2 And the second thing about it is you need to find a way to be theatrical with it.

Speaker 2 You know, it needs to

Speaker 2 make itself visible.

Speaker 2 So, in whatever market it is

Speaker 2 that you are cracking this way,

Speaker 2 you have got to get into all the media. You have got to maybe be in the physical locations.

Speaker 2 You have maybe got to get people in a room.

Speaker 2 And you have got to be able to do something

Speaker 2 really dramatic

Speaker 2 in the way that you present this.

Speaker 2 Do you remember Side Tangent?

Speaker 3 I don't know if you remember Big Mike that was in, he was in my mastermind with Glaze with Bill back in the day.

Speaker 3 He sold hydroponics

Speaker 2 stuff. Yeah, I do remember him.

Speaker 3 And he got kicked out of the trade show. They wouldn't let him come.
So the night before the trade show, he threw the biggest industry party outside, and everybody came.

Speaker 3 And then he gave everybody these t-shirts of

Speaker 3 this big bowl drinking his product and then peeing out the competitors' product.

Speaker 3 And he gave them all t-shirts and he said, We're going to have runners around handing out $1,000 bills to people who are wearing this during the event.

Speaker 3 So the next three days, every attendee of the event had that t-shirt running around and

Speaker 3 just took over the entire industry. And they all hated him, but he ended up just taking the whole thing.

Speaker 2 Look,

Speaker 2 you only get to do that stunt once.

Speaker 2 So you want to get it right when you do it because you only get to do that stunt once.

Speaker 2 But

Speaker 2 see, where they have,

Speaker 2 where that association has gathered all these people, right?

Speaker 2 They're there because

Speaker 2 it's the only association there is

Speaker 2 for them.

Speaker 2 So they're there.

Speaker 2 They're being told what they're being told.

Speaker 2 Some number of them

Speaker 2 are hearing about

Speaker 2 hydroponics.

Speaker 2 Some number of them are questioning quietly, privately, what they're being told.

Speaker 2 And when that erupts,

Speaker 2 everything

Speaker 2 changes.

Speaker 2 Just the big,

Speaker 2 the big number

Speaker 2 changes things.

Speaker 2 Because the same dynamic that made people

Speaker 2 go along with A

Speaker 2 makes them go along with B.

Speaker 2 Right?

Speaker 2 The

Speaker 2 Trump rallies

Speaker 2 in and of themselves persuade some people

Speaker 2 because there's exit interviews. They know it.

Speaker 2 People go.

Speaker 2 It's like people used to listen to Limbaugh.

Speaker 2 They go

Speaker 2 predetermined to hate it.

Speaker 2 But first of all, then they see all these people.

Speaker 2 Well,

Speaker 2 how can all these people be crazy?

Speaker 2 We understand.

Speaker 2 MSNBC told us that these people were all lunatics. But geez, there's a lot of lunatics here.

Speaker 2 You know?

Speaker 2 And then they start to talk to them.

Speaker 2 And some of them are rashers.

Speaker 2 Right?

Speaker 2 And some of them are like, he's a doctor. He's a lawyer.
Martha, how can this be?

Speaker 2 And then they actually listen. Now, if there was only 50 people there, that dynamic doesn't happen.

Speaker 2 If that guy only got 20 or 30 people running around wearing the shirts, it's over,

Speaker 2 right?

Speaker 2 He gets nowhere.

Speaker 2 So if you are going to stunt,

Speaker 2 you need to stunt

Speaker 2 big.

Speaker 2 The stealing the audience in front of the

Speaker 2 the meeting,

Speaker 2 the association meeting, for myself and for clients, I've done that a lot.

Speaker 2 And again, you only get away with it once.

Speaker 2 They ban you from the hotel, so the hotel won't take you.

Speaker 2 And they threaten with your membership.

Speaker 2 But

Speaker 2 so they had, NSA had their convention of Phoenix

Speaker 2 the year I hijacked

Speaker 2 because we were at Phoenix at the time.

Speaker 2 And

Speaker 2 so I had the event repromoted

Speaker 2 and I had three

Speaker 2 airport shuttle buses I rented

Speaker 2 that had signage on them.

Speaker 2 for NSA attendees, free transportation.

Speaker 2 And so the buses picked people up at the airport and brought them to the seminar.

Speaker 2 And I had a big billboard at the airport. You know, Dan Kennedy and NSA, welcome you to Phoenix.

Speaker 2 And

Speaker 2 yeah, there were a lot of people

Speaker 2 kind of

Speaker 2 mad.

Speaker 2 you know.

Speaker 2 And I mean, it was like, well,

Speaker 2 can you you show me in the bylaws where it says

Speaker 2 somebody can't rent a billboard to welcome people

Speaker 2 to their city? I don't understand, you know, which makes them matter.

Speaker 2 But

Speaker 2 they're almost asking for it in many of these markets, you know, because they are enforcing, in many cases, dumb or self-serving

Speaker 2 things

Speaker 2 from the top down.

Speaker 2 And so there's these restless natives that are a great, great opportunity.

Speaker 3 Next up is a little song from CarMax about selling a car your way.

Speaker 4 You wanna sell those wheels? You wanna get a CarMax instant offer. So fast.

Speaker 4 Want to take a sec to think about it or like a mom want to keep tabs on that instant offer with offer watch wanna have car max pick it up from the driveway

Speaker 3 so want to drive car max pickup not available everywhere restrictions and fee may apply I don't know if you ever read the Salesforce book how they launched Salesforce behind the clouds but that's what Benioff did too he went to the big Oracle conferences and he paid off all the cab drivers and they had the death of software signs everywhere as they were people were coming in and that's how they leveraged and that's how salesforce got their launch as well was the grassroots yeah so you you have to be

Speaker 2 you have to be willing right to be disliked

Speaker 2 right

Speaker 2 and

Speaker 2 and um

Speaker 2 and not to be

Speaker 2 at least for a while welcomed into the club

Speaker 2 maybe

Speaker 2 never

Speaker 2 um

Speaker 2 so you have to be very results oriented, but you want the opposition

Speaker 2 because you want the visible vocal opposition

Speaker 2 because

Speaker 2 that's the most effective way to attract attention to yourself is to be opposed.

Speaker 2 Visibly and vocally.

Speaker 2 I always said about 2016, if Trump had run unopposed, he probably would have lost.

Speaker 2 Well, I mean,

Speaker 2 him getting elected the first time was ridiculous. I mean, it was just ridiculous.

Speaker 2 He's got like four people on his campaign staff. They hardly spend any money.
He's never run for anything.

Speaker 2 It's just ludicrous. They're running against the Bush dynasty.

Speaker 2 I mean,

Speaker 2 it's sort of like Sunday's game. I mean,

Speaker 2 you can't even imagine how the Chiefs could play the way they played. You can imagine them losing, but like that.

Speaker 2 And you're looking at General 16. I said, if he had run out of post, he probably wouldn't have got elected, right? The opposition

Speaker 2 made it possible. Hillary made it.
possible.

Speaker 2 If they had had a halfway decent candidate that

Speaker 2 wasn't instantly disliked by 80% of the people who met them,

Speaker 2 there's no way you would have won that election. Now, this time around, it was different.
But

Speaker 2 opposition is the quickest way to attract attention to yourself.

Speaker 2 There's a historic thing that's interesting to find and see.

Speaker 2 It predates many of you.

Speaker 2 But it was a big phenomenon in its time.

Speaker 2 Very controversial.

Speaker 2 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.

Speaker 2 A guy by the name of Glenn Turner. The two main companies were a cosmetic company.

Speaker 2 Coscott and a motivational company, Dare to Be Great.

Speaker 2 And this predates the internet.

Speaker 2 So there's no cheap media except manual labor existent in the world.

Speaker 2 And Glenn's an interesting person in himself because

Speaker 2 he drove this with spoken word with his own presentations.

Speaker 2 grew up poor. So as a kid, he had a real bad hair lip and three batched botched operations.
So,

Speaker 2 I used to be able to do it really well. So, when he speaks,

Speaker 2 and he does the three-hour seminar like that. And it takes you 10, 15 minutes to

Speaker 2 be able to get it.

Speaker 2 And in 36 months, they put 620, 630,000 people in at $5,000 a piece.

Speaker 2 And

Speaker 2 the entire multi-level industry immediately hated him

Speaker 2 because he had figured out front-end loading.

Speaker 2 So all the other companies, you buy your $30 kit, you start to a business, you only make money when somebody does something.

Speaker 2 Well,

Speaker 2 in the Turf system, you made money on the $5,000. Now, he actually got it from an earlier, from William Patrick,

Speaker 2 who you know has a Napoleon Doe connection in Holiday Magic, but that's neither here nor there.

Speaker 2 So now it was sort of like what we did with prepaid chiropractic. All of a sudden, you could recruit four people and make $12,000.

Speaker 2 And in the regular MLM system, you recruit four people and you made, you know, $20.

Speaker 2 So the difference... was profound,

Speaker 2 which they hated, of course, you know.

Speaker 2 And so he discovered inventory loading. You ought to be in the business, you should have inventory, and you should buy $5,000 worth of inventory to start.

Speaker 2 Because any other business, you got to have inventory. Why wouldn't you have it in this part, right?

Speaker 2 And it changed the whole dynamic.

Speaker 2 He was so controversial and attacked

Speaker 2 media. the MLM industry and legally.
They eventually won, but in the interim.

Speaker 2 And so I'm sure you can find it on YouTube. There's an old, they made their own

Speaker 2 fake documentary.

Speaker 2 They were way ahead of their time because it's really good.

Speaker 2 The production values are

Speaker 2 spectacular, but it's really good.

Speaker 2 And it's called Turner, Turner, Turner. I'll bet you find it on YouTube, probably.

Speaker 2 And it's well worth watching because

Speaker 2 he took all the attacks, brought more attention to him.

Speaker 2 He always said,

Speaker 2 there's no telling

Speaker 2 how much

Speaker 2 Amway and Shackley and Mary Kay

Speaker 2 attacking me,

Speaker 2 how many people it put in.

Speaker 2 Because some of their people

Speaker 2 who were questioning,

Speaker 2 you know, I'm doing all these meetings and I'm not getting anywhere and I'm not my,

Speaker 2 when we came to town and did a meeting, they came to see the devil.

Speaker 2 They came

Speaker 2 to see

Speaker 2 what this horrible

Speaker 2 person

Speaker 2 and this horrible thing was all about.

Speaker 2 And three hours later, they were signed up.

Speaker 2 The opposition drove,

Speaker 2 God knows, a third of his attendants, maybe.

Speaker 2 I saw it the first time that way.

Speaker 2 Everybody in my upline was telling everybody every three minutes, you know,

Speaker 2 don't, don't, don't, don't go look at this.

Speaker 2 You know,

Speaker 2 this guy's horrible.

Speaker 2 And then they're holding a big meeting.

Speaker 2 at a hotel and

Speaker 2 I'll go look, right?

Speaker 2 I enjoyed, but I sat there and I said, I don't see what's wrong with this business model.

Speaker 2 You know, yeah, if I opened a store, I'd have to have inventory.

Speaker 2 What's wrong with this, right?

Speaker 2 So the Turner-Turner-Turner movie is really taking all the criticism and all the opposition

Speaker 2 and

Speaker 2 selling with it.

Speaker 2 Right?

Speaker 2 So

Speaker 2 when he published a book, the book about him, which you I'll bet you get it at Amazon, that they published and made it look like a real book.

Speaker 2 Hired an old broken-down Orlando Sentinel reporter who had won a Pulitzer Prize at one time to write the book. It's called Conban or Saint.

Speaker 2 So he, you know, leaned into this

Speaker 2 and

Speaker 2 every way that he could.

Speaker 2 And

Speaker 2 in any place I've played the game,

Speaker 2 there's no better way to get attention

Speaker 2 than the opposition screaming about you all the time

Speaker 2 because there's curiosity.

Speaker 2 Early in my time

Speaker 2 in NSA,

Speaker 2 pretty famous speaker. I'm on name him.
People would know him and he's not dead yet.

Speaker 2 Well, you know, those of my era,

Speaker 2 if you live a lot of life, you outlive all your enemies, all your peers, and most of your friends.

Speaker 2 But

Speaker 2 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.

Speaker 2 And he said,

Speaker 2 of the diet,

Speaker 2 if you ever talk about it,

Speaker 2 but

Speaker 2 I'm famous and I'm not making any money.

Speaker 2 I'm just barely one step ahead of all the costs.

Speaker 2 And I can't figure it out.

Speaker 2 And

Speaker 2 I want to come and see you,

Speaker 2 but you have to promise not to tell anybody

Speaker 2 that I paid to come talk to you.

Speaker 2 Ever.

Speaker 3 To this day.

Speaker 2 And I said,

Speaker 2 you know,

Speaker 2 okay.

Speaker 2 I said, I should charge a double, but, you know, okay. I get it, right?

Speaker 2 It's like

Speaker 2 he's arriving with the raincoat over his head, you know, coming in the back door.

Speaker 2 But that's how

Speaker 2 high the opposition was

Speaker 2 in his immediate peer group, you know.

Speaker 2 And I had him as a client for two or three years

Speaker 2 and

Speaker 2 never

Speaker 2 never testimonial, never,

Speaker 2 you know, it was a big secret,

Speaker 2 which I found funny.

Speaker 2 But the opposition is,

Speaker 2 you know,

Speaker 2 is helpful

Speaker 2 if you

Speaker 2 respond to it properly.

Speaker 2 In finance,

Speaker 2 you know, Fisher Investments, which is the biggest direct response advertiser in financial services. And they run more TV than anybody.

Speaker 2 We had Kennedy at InfoSummit, I don't remember when,

Speaker 2 but

Speaker 2 their most successful campaigns were early.

Speaker 2 And his position was,

Speaker 2 it still is,

Speaker 2 I think it's,

Speaker 2 I don't know, it's too rigid, But his position is

Speaker 2 against annuities.

Speaker 2 And the most successful campaign was Ken 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.

Speaker 2 And you shouldn't own them. And if you do own them, we should get you out of them.

Speaker 2 And you need our free guide of what's this year.

Speaker 2 And

Speaker 2 he said that the big annuity companies

Speaker 2 all filed ethics objections against him and the association.

Speaker 2 They went to the TV stations and screamed bloody murder. We don't want you around in these ads.

Speaker 2 And

Speaker 2 then he ran a campaign.

Speaker 2 The ad,

Speaker 2 the big Wall Street firms

Speaker 2 told these stations not to run.

Speaker 2 I had an ad refused.

Speaker 2 I kind of did this in the Infomercial Association, too.

Speaker 2 And I had an ad refused by then NEMA, the National Infomercial Marketing Association, which doesn't exist anymore.

Speaker 2 in their big convention program

Speaker 2 because it said what you're being told is in a horseshit.

Speaker 2 Uh

Speaker 2 and um

Speaker 2 uh

Speaker 2 so we printed it up with the ad, you know, Nemo refused to run and didn't want you to see.

Speaker 2 And um

Speaker 2 uh we paid

Speaker 2 we went to the um

Speaker 2 uh

Speaker 2 the housekeeping room

Speaker 2 in the hotel, found the room where all the housekeepers hang their uniforms and have their lockers.

Speaker 2 And we gave each one of them $300

Speaker 2 to leave these in all the rooms.

Speaker 2 And pretty much everybody there was, I mean, we probably reached a few people that weren't.

Speaker 2 you know, there for the convention, but pretty much everybody was there for the convention.

Speaker 2 And I mean, the screaming went on for a year,

Speaker 2 you know,

Speaker 2 afterwards.

Speaker 2 But again, I said, well,

Speaker 2 I don't see the bylaws.

Speaker 2 Anything that says

Speaker 2 I can't put this thing in rooms, you should have thought of that

Speaker 2 when you wrote up the bylaws.

Speaker 2 So they actually

Speaker 2 foolishly

Speaker 2 turned this into an open feud.

Speaker 2 Now, from their standpoint, the correct thing would have been to ignore it. They got up on stage and talked about how this thing was wrong and they had refused the ad.

Speaker 2 And all that did was bring people to me. That's all it did,

Speaker 2 right? Because the curiosity,

Speaker 2 especially of the restless natives, goes through the roof, right?

Speaker 2 Gee,

Speaker 2 maybe there's something there. Maybe this guy's onto something, right? Yeah.
Because he's so opposed. And they're so afraid of him.

Speaker 2 And so that's the way you play this game.

Speaker 3 With digital marketing nowadays, would you do similar? Like

Speaker 3 people are talking about these running ads. showing the stuff.

Speaker 2 Sure, you got pros and cons to that, right?

Speaker 2 There

Speaker 2 your

Speaker 2 opposition

Speaker 2 has an easier time of making a lot of noise

Speaker 2 because there's theoretically there's almost no barrier you know to entry

Speaker 2 so they can set up for a while it went away there was a

Speaker 2 god what was it it was dan kennedy is a

Speaker 2 thief dankennedyisathief dot com really there's a website it was up for about a year.

Speaker 2 And it was

Speaker 2 three or four ex-members and a guy I threw out of a seminar.

Speaker 2 And I do mean throughout.

Speaker 2 And not ask to leave. I mean throughout.

Speaker 2 And they like made a project out of this.

Speaker 2 and

Speaker 2 spent a lot of time on it, I guess,

Speaker 2 and chat, you know, all that. Well, obviously you couldn't do that pre-internet because

Speaker 2 probably no media would take that ad.

Speaker 2 And

Speaker 2 they'd have to spend money. And, you know, so that's maybe the bad side of it.

Speaker 2 But the good side of it is you had access to all that media too, right?

Speaker 2 And so once again,

Speaker 2 when there's a lot of opposition to you,

Speaker 2 and there are restless natives,

Speaker 2 and you are findable.

Speaker 2 So, now the online thing,

Speaker 2 they got to be able to find you when their curiosity is aroused any place.

Speaker 2 they might go.

Speaker 2 So, you got to have an Amazon presence, you got to have a YouTube presence, you got to have a TikTok presence.

Speaker 2 If you're going to play this game, you got to be everywhere.

Speaker 2 Trump's kid

Speaker 2 and one partner

Speaker 2 ran this part of the campaign for Trump this time.

Speaker 2 And they really knew what the hell they were doing.

Speaker 2 And they were everywhere.

Speaker 2 And

Speaker 2 so he nearly carried 18 to 34.

Speaker 2 I think

Speaker 2 I think the Democrats held on to it by four points, which is unheard of for a Republican, although he's not really a Republican. But

Speaker 2 everywhere. It's why he's now got this TikTok dilemma.
Yeah. Right.

Speaker 2 Is it helped get him elected?

Speaker 2 And

Speaker 2 he's very reluctant to

Speaker 2 turn it off for obvious reasons. But

Speaker 2 he was everywhere. And so somebody

Speaker 2 hears a lot of bad stuff.

Speaker 2 And they decide,

Speaker 2 I'm going to take a look.

Speaker 2 And whatever their impulse is,

Speaker 2 you want to be there to accommodate it so if their impulse is to go to Amazon

Speaker 2 I'll see if this guy's got a book and maybe I'll buy a book

Speaker 2 so that's why you will never see probably another intellectual property infomercial

Speaker 2 a Tony Robbins type show

Speaker 2 because the bleed-off to everything else is too great.

Speaker 2 The owner of the show can't control the business.

Speaker 2 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 look, see what's on YouTube for free.

Speaker 2 So the bleed's too great.

Speaker 2 But this is what you can capitalize on when there's a lot of noise about you.

Speaker 2 And it almost doesn't matter whether the noise is good or bad. And in some cases, it's okay if the noise is bad because that stirs up the curiosity of the restless native.

Speaker 2 And when the restless native

Speaker 2 finds a truth teller

Speaker 2 and a man on a white horse, he is again a much more rabid customer than is an ordinary customer.

Speaker 2 And

Speaker 2 that means all sorts of things. It has to do with conversion percentages, ascension, amount of money spent, amount of money spent in a certain period of time.

Speaker 2 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

Speaker 2 is suddenly going away.

Speaker 2 It has a remedy which it did not have before,

Speaker 2 and that remedy is you.

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