Break the Rules, Win the Market: Day with Dan Kennedy (2 of 4) | #Marketing - Ep. 16

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Speaker 2 This is the Russell Brunson Show.

Speaker 5 What's up, everyone? This is Russell. Welcome back to the show.

Speaker 5 I hope you enjoyed last episode. You had a chance to sit in at Funnel Hacking Lab, the VIP day with my interview with Dan Kennedy.

Speaker 5 We had a chance to dive into some really cool things, and the feedback so far from you guys has been awesome. And that was just part one of four of my two-hour interview I did with Dan.

Speaker 5 So, today we're gonna jump into part number two.

Speaker 5 And this is gonna be a really fun one. Some of the key highlights you're gonna learn about during this

Speaker 5 interview.

Speaker 5 One of the things Dan talks about is called the radical big idea. This is why every market leader has to have a bold message.
It cuts through the noise. We're going to talk about that.

Speaker 5 We're talking about creating and taking the heretic position in your market and how challenging the industry experts will create instant loyalty and attract customers to you.

Speaker 5 Talk about the man on the white horse, which is one of my favorite things Dan talks about.

Speaker 5 Why most sales and marketing insiders give you really bad advice, secret handling, criticism and backlash and negativity, all your haters, things like that,

Speaker 5 and a whole bunch of other really cool things. So I hope you enjoy this next interview with Dan Kennedy.

Speaker 5 If you haven't plugged into the Dan Kennedy world, Dan is where I learned business from originally almost 20 years ago.

Speaker 5 I still to this day, the person I listen to the most on marketing and business advice is Dan Kennedy.

Speaker 5 I had a chance three or four years ago now to actually acquire and buy his company, and it's been so much fun to like, you know, to help grow that company and that brand again.

Speaker 5 And if you're not a member yet of his newsletter, the newsletter is amazing. If you go to nobsletter.com, it's the monthly newsletter.

Speaker 5 It's like getting a seminar from Dan Kennedy delivered to your house every single month, and it's one of our favorite things we do here.

Speaker 5 So if you haven't plugged into the Dan Kennedy world yet, you need to, especially after listening to these interviews. And yeah, so nobsletter.com is where you go plug in,

Speaker 5 you get like $10,000 with the Dan Kennedy stuff for free, and then we ship you out a newsletter every single month with cool Dan Kennedy stuff. So this newsletter has been running for 40 plus years.

Speaker 5 It's like the longest running marketing sales newsletter on the planet. I've been a subscriber now for almost 20 years.
And if you're not a member yet, then you must hate money.

Speaker 5 That's the only logical explanation I can think of. All right, other than that, we're gonna jump right now into part number two of my exciting interview with Mr.
Dan Kennedy.

Speaker 6 So, this is your radical big idea, which in my case was the whole damn thing you put show is not a business. If you actually want a business, here's right.

Speaker 6 And then, the second thing you do is it's linked

Speaker 6 is your heretic position

Speaker 6 where you are outright taking on

Speaker 6 the

Speaker 6 wise elders, the authority,

Speaker 6 the church,

Speaker 6 the board,

Speaker 6 the authority

Speaker 6 who you are saying is all wrong.

Speaker 6 And

Speaker 6 if not by name, certainly by title.

Speaker 6 I did a lot more work with sales audiences and salespeople than I did anything else in my early years.

Speaker 6 And

Speaker 6 if you go read the Nobi A sales success book,

Speaker 6 so

Speaker 6 I in my magnetic marketing speech, it's the very front of the speech, I told salespeople

Speaker 6 that their sales managers were idiots.

Speaker 6 The suits,

Speaker 6 if you're with a big company, you got a bunch of suits in an office tower somewhere, right,

Speaker 6 who are basically bean cutters.

Speaker 6 If you're with a smaller company, you got a sales manager, but he's a network.

Speaker 6 First of all, he's really you. who got promoted to be a manager.

Speaker 6 He didn't know anything about how to help you sell sell more, and he's detrimental to you because he tells you to do what he did, which is sales is a numbers gain, make more calls, dial more.

Speaker 6 You know, if your income is a good today,

Speaker 6 Russell, you're just not seeing enough people. You got to go see more people, right? And I would say, if that guy hadn't got promoted to manager, he'd starve because

Speaker 6 you can see all the people you want, but if they're not a match with you and what you're doing,

Speaker 6 you're going to starve, right? The whole thing is about getting in front of people who are like an eight or a nine or a ten of ability to buy and willingness to buy. So

Speaker 6 my

Speaker 6 heretic position was

Speaker 6 kill all the sales managers, right?

Speaker 6 Which, by the way, I rarely got invited back,

Speaker 6 But I got a lot of customers

Speaker 6 because if there were 300 in a room, there were 100 who were already thinking it.

Speaker 6 And they're like, they're the first ones through the back to buy whatever it is, and they're now like glued to you with Velcro

Speaker 6 because you have

Speaker 6 spoken the truth, right?

Speaker 6 And they instinctively knew it,

Speaker 6 but nobody said anything different.

Speaker 6 Right? So that's the second thing. You figure out what your heretic position is going to be.

Speaker 6 And then the third thing you figure out is

Speaker 6 what your man on the white horse position is going to be.

Speaker 6 Because ultimately,

Speaker 6 you have to have an alternative plan, right? You have to now ride to the rescue. You can't just come in and blow up everything

Speaker 6 and walk out, right?

Speaker 6 There's no profit in that.

Speaker 6 So

Speaker 6 you have to have a man-on-the-white horse position

Speaker 6 so that now that I have shown you

Speaker 6 that

Speaker 6 these people, out of

Speaker 6 ignorance

Speaker 6 or for their own purposes,

Speaker 6 are selling you a really bad plan

Speaker 6 and you're working a really bad plan,

Speaker 6 I got the alternative, and I will happily lead you to the land of milk and honey. So you have to figure out those three things

Speaker 6 and

Speaker 6 then be able to

Speaker 6 advertise them, market them, broadcast them, right?

Speaker 6 Which

Speaker 6 we now do more through media than manual labor,

Speaker 6 online and

Speaker 6 offline, right?

Speaker 6 There's guys on the

Speaker 6 can't think of their names, they're brothers.

Speaker 6 They mostly advertise on CNBC, on TV. They're all over the place online.

Speaker 6 They're like the gurus of options trading.

Speaker 6 So

Speaker 6 they are appearing in the

Speaker 6 stock market media

Speaker 6 where almost everybody else, the pundits, the guests, everybody on all, on Bloomberg, on all of them, right?

Speaker 6 They are all essentially

Speaker 6 pimps for

Speaker 6 stocks.

Speaker 6 Either specific ones or you got to be in the market, you got to be in the market, you got to be in the market, right?

Speaker 6 And then a bunch of them are also buy and hold.

Speaker 6 You got to be in the market, and don't worry about whether it goes down,

Speaker 6 someday it'll come back, right? That's their pitch. So, in the midst of all this, these two guys

Speaker 6 are running the free book campaign right now. They may even be a ClickFiles user.
I don't know.

Speaker 6 Same company does them and does Charles Paint.

Speaker 6 So their whole argument is

Speaker 6 don't buy stocks.

Speaker 6 Everything these people are telling you about stocks is wrong.

Speaker 6 You should only buy options.

Speaker 6 And here's the math difference. Here's a stock.
In three weeks you would have made 11%.

Speaker 6 That's real good. But with options, you would have made 260%.

Speaker 6 right?

Speaker 6 And so they've got this.

Speaker 6 They have a radical idea for where they are.

Speaker 6 Everybody that's talking to you about the stock market, your eyes are glued to the Dow, and forget all that shit.

Speaker 6 And

Speaker 6 here we are.

Speaker 6 We got

Speaker 6 the White Horse Plan.

Speaker 6 You can make more money on one trade than you're making the whole year screwing around this way.

Speaker 6 Right? Now, of course, they don't mention how much you could lose, but, you know.

Speaker 6 So those are the three things

Speaker 6 you do.

Speaker 6 Right.

Speaker 6 So in, like, we're speaking, I told you what I did.

Speaker 6 And basically, I put them in what we now call the info marketing business fed by

Speaker 6 customers acquired by their speaking.

Speaker 6 And Cairo, we put them in prepay

Speaker 6 and we taught them how to run a prepay practice and a cash practice, no insurance.

Speaker 6 And

Speaker 6 after

Speaker 6 showing them that what they were doing was just a horrible hamster wheel. I mean, pay by the visit is a really bad model

Speaker 6 because people don't show up.

Speaker 6 You know, the dropout of treatment plans and pay-by-visit is around 80%,

Speaker 6 no better than 50% if you're really, really, really, really good at it.

Speaker 6 Prepay,

Speaker 6 if you've parted with 20 or 30 or $40,000, you kind of tend to show up for your appointments.

Speaker 6 And so, and you actually,

Speaker 6 it's actually good for the patient because they actually do the stuff at home they're supposed to do to help themselves get better, right?

Speaker 6 So, we installed prepay as the man on the white horse positioned how bad the business was otherwise.

Speaker 6 I have a

Speaker 6 client that I also have an interest in right now,

Speaker 6 sobarimplants.com, where we were saying to the dentist,

Speaker 6 the days of general dentistry and filling a tooth, and you got to forget all that. Because one implant case,

Speaker 6 it's the same as the options trading argument. Right.

Speaker 6 And in publishing, I never really taught it to anybody, but what I did,

Speaker 6 so when I started to do my first book,

Speaker 6 the landscape's very different today because the gatekeepers are diminishing and

Speaker 6 well they're changing.

Speaker 6 Amazon is actually now more of a gatekeeper

Speaker 6 than the publishers.

Speaker 6 The promise was they were going to go away, but they didn't.

Speaker 6 But in the 70s and the 80s all the way into the 90s,

Speaker 6 the publishers were much more important than they are today.

Speaker 6 And the bookstores were much more important than they are today because

Speaker 6 almost all books were sold through bookstores.

Speaker 6 And so there was a hierarchy.

Speaker 6 When you ask any other author, or you queried a publisher, or whatever, how do I get my book published? There was like a little rule book. There was Dogba.
Okay, well,

Speaker 6 you got to do a big proposal

Speaker 6 and a competitive title analysis, and then you got to find agents who have represented your kind of content, and you got to submit packages to the agents, and you got to grovel and beg and plead to get some agent to accept you as a first-time unpublished author.

Speaker 6 And then if you're lucky, that agent will get you a deal, probably with a small, insignificant publisher for little or no advance.

Speaker 6 And then you get to write the book,

Speaker 6 and then ultimately the book will get published.

Speaker 6 And if you get out there and hump and hump and hump and hump and hump so it doesn't die, you might establish a good enough record that you can get a second book deal, right?

Speaker 6 So

Speaker 6 this sounded

Speaker 6 really slow to me,

Speaker 6 right?

Speaker 6 And the mathematical odds were

Speaker 6 and still are astronomically against you.

Speaker 6 The number of proposals the average agent gets coming over the transom is, I don't know, 20,000 a year, 30,000 a year, 40,000 a year. He's got some

Speaker 6 NYU intern

Speaker 6 going through them.

Speaker 6 and picking out the ones he should see and sending the rest of them all the standard rejection. I mean, the system was horrible, right? Just horrible.
I said,

Speaker 6 if I'm going to settle for small, anyway, why don't I just go see the publishers?

Speaker 6 Right? Because I'm a sales guy.

Speaker 6 If I get in front of somebody,

Speaker 6 I can kind of sell.

Speaker 6 Not every author could do that.

Speaker 6 I can do that.

Speaker 6 Well, you can't, you know. So now the wise troops are telling me you can't do that.
Well, why can't you do that? It's just not done.

Speaker 6 They said, well, why isn't it done? Well,

Speaker 6 they won't allow it. I said, well, if it's never done, how do you know they won't allow it? Because nobody's done it.

Speaker 6 Well, you can't do it.

Speaker 6 So the book big, it's called Book Expo now, American Booksellers Association. All the publishers exhibit their

Speaker 6 for all trade.

Speaker 6 It's smaller now because of Amazon Effect.

Speaker 6 So all the bookstores went there.

Speaker 6 So I went.

Speaker 6 And

Speaker 6 most of the publishers, the small ones for sure, the presidents are there in the booth. The editors are there in the booth for the five days of the show.

Speaker 6 Even the big publishers, they're there for a day or so.

Speaker 6 So I dornhooked essentially. I went for they're all there in one place, right?

Speaker 6 Booth to booth. Here I am, you should publish me.
Here's what I want to do, right?

Speaker 6 And I got a deal. I didn't get exactly the deal I wanted, but I got a deal sitting on the floor in the food court with the wall and president of the publishing company.

Speaker 6 And

Speaker 6 afterwards,

Speaker 6 my agent at the time, who I fired, who had told me you can't do this, he said, I don't know how this could possibly happen.

Speaker 6 I said,

Speaker 6 you go booth to booth, and, you know, and you interrupt their conversation

Speaker 6 and you talk to them. You know, it's not

Speaker 6 and so

Speaker 6 I had a bucking list item.

Speaker 6 I was wanting to do mystery novels, but I got enough rejection slips early that,

Speaker 6 you know,

Speaker 6 I'm the Woody Allen thing, you know, try, try, try, try again, and now stop, you're making a fool out of yourself.

Speaker 6 So now late.

Speaker 6 Gee, you know, I still would like to do a couple mystery novels. So Mystery Writers of America has an event.
Every association has an event. So I go, and I'm standing in a room.
Panels are up front.

Speaker 6 It's the same crap I heard 40 years ago. I mean, for fiction now.
Well, you got to get an agent. And so you got to kiss agents' butts, and you got to try and find a really tiny little agent.

Speaker 6 who'll take a first-time author. And I'm listening to this to the back of the room, and I'm thinking,

Speaker 6 this is a bucket list item for me, man. I ain't going to live long enough, you know,

Speaker 6 to do all this. This is a bad plan.

Speaker 6 And

Speaker 6 we have, who lives one community over from us,

Speaker 6 a well-published mid-list,

Speaker 6 I mean, he ain't big time, but he's got like 30 mystery novels published. with the same main detective character and so forth.
So if you think about like Spencer, it'd be a low-rent

Speaker 6 kind of Spencer.

Speaker 6 And he's right in my backyard, right?

Speaker 6 So I can do math.

Speaker 6 I have my nonfiction agent pull his Nielsen numbers. So I know how many books he's selling.
I know roughly what his royalty is. I now know what his annual income is, and it's less than impressive.

Speaker 6 And

Speaker 6 I happen to now have money.

Speaker 6 So that's a good shortcut a lot of times

Speaker 6 to the entrenched establishment, right?

Speaker 6 So I go and say, I'd like to second chair,

Speaker 6 do a book with you. I can provide,

Speaker 6 because all his books are based in Cleveland and around Cleveland, I said I can provide a setting you haven't used yet that you probably don't know much about, which I'll educate you about.

Speaker 6 I have some character ideas. And then I basically, I want a second chair.
I want a watch. I want to work.
I want to, okay.

Speaker 6 And

Speaker 6 I'll write you a check for X,

Speaker 6 which is roughly twice what... he's making from writing the next book, which you'll still get that money,

Speaker 6 because I don't want any of the money. I just want a published novel.
You can keep the money, and here's a check.

Speaker 6 And, of course, he took it.

Speaker 6 We actually did two books together.

Speaker 6 And

Speaker 6 you could have probably done it with almost any second tier, you know, if you wanted to spend money.

Speaker 6 And

Speaker 6 I don't know if the publisher knows. I didn't tell him, but I don't know if Les did or not.

Speaker 6 I doubt it.

Speaker 6 It would be frowned upon

Speaker 6 by the Mystery Writers Association of America. You know, they might even yank his membership.

Speaker 6 That's how tough people are about defending our establishment. But most of this is always nonsense.
It's just nonsense, you know. It gets entrenched over time

Speaker 6 because it gets passed on,

Speaker 6 talk to the next batch

Speaker 6 getting in a business, to the next batch, getting in a business.

Speaker 6 And

Speaker 6 pretty soon it's the religion, the secular religion, and the organizing system of that business.

Speaker 6 And

Speaker 6 no opportunity for independent thought

Speaker 6 exists until you trigger the simmering,

Speaker 6 unhappy natives

Speaker 6 who are living in the system.

Speaker 6 but are privately

Speaker 6 questioning it.

Speaker 5 I'm curious, because my next, where's our transition now more to like you becoming that person and doing it? But so my next question is kind of twofold. But one is,

Speaker 5 you said a third of the people that are in the room are you feeling that way, but most of them aren't doing anything, right? They're just feeling that way.

Speaker 5 So number one is like, how do you not have the fear to go out and actually be that person?

Speaker 5 But number two, like what are the other things you have to do to become that person and be willing to step up and actually be the person leading the charge?

Speaker 6 Well, so

Speaker 6 if you want to leap to the second part of the question,

Speaker 6 the fear is real.

Speaker 6 You do have to be

Speaker 6 prepared

Speaker 6 for the backlash that will inevitably come.

Speaker 6 In most cases, they are unlikely to strap a cross cross to your back and march you up the hill and crucify you.

Speaker 6 We have laws about that.

Speaker 6 But there are people from time to time who come close.

Speaker 6 Trump's one of them.

Speaker 6 Well, heading out wide, he'd probably be doing five to ten

Speaker 6 in an orange jumpsuit somewhere

Speaker 6 and

Speaker 6 be bankrupted.

Speaker 6 So

Speaker 6 there will be a backlash. And the better at this you are,

Speaker 6 the more successful at it you are,

Speaker 6 the bigger will be the backlash.

Speaker 6 So

Speaker 6 you got to know it's coming. And so some of it is psycho-emotional.

Speaker 6 You have to not care

Speaker 6 about the critics.

Speaker 6 When I was doing a lot of speaking, I mean, I tried to get some people to get up and leave.

Speaker 5 That's a sign of success. They're walking.

Speaker 6 That was like

Speaker 6 you knew you were,

Speaker 6 you know,

Speaker 6 right at a place where everybody got it.

Speaker 6 Nobody was missing your point.

Speaker 6 And you got to not care about any of that.

Speaker 6 You know, and people tend to obsess over it. You know,

Speaker 6 one way or another, they'll get complaint letters.

Speaker 6 I mean, I can't,

Speaker 6 other than when they've been funny,

Speaker 6 I don't think anybody has shown me one

Speaker 6 30 years.

Speaker 6 Now I know we get them.

Speaker 6 I know we get them.

Speaker 6 And so now you get them.

Speaker 6 Whether you know it or not, they're coming into your office, I promise you.

Speaker 6 And I've never been interested in it,

Speaker 6 unless it's a funny one.

Speaker 6 And then Bill would show it to me or Carla would show it to me. But for the most part, I don't care.
Say,

Speaker 6 I care about the one I got,

Speaker 6 not the 10 I didn't. And I know

Speaker 6 there will be more of those than there will of these.

Speaker 6 So I care about their value, right? Those are the two things you care about.

Speaker 6 So you have to be like okay

Speaker 6 with how that

Speaker 6 works

Speaker 6 early on, like at NSA,

Speaker 6 I had to be okay with being there for three days and seeing people cluster to avoid me

Speaker 6 right

Speaker 6 or

Speaker 6 deliberately

Speaker 6 talk amongst themselves at the cocktail reception loud enough that I heard it you know I had to be okay with that stuff

Speaker 6 and mostly I found it, you know, funny. Um,

Speaker 6 and Charlie Daniels is a great, the title of his book is something like, um, don't worry about the empty seats.

Speaker 6 And so that's one.

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Speaker 6 Two,

Speaker 6 you do have to prepare.

Speaker 6 I should really look at my notes to make sure I don't mess this up.

Speaker 6 You do have to prepare those around you

Speaker 6 because especially now with social media your family is probably going to see it

Speaker 6 your staff is going to see and hear it

Speaker 6 and

Speaker 6 they have to be kind of

Speaker 6 immunized

Speaker 6 to it right

Speaker 6 and you have to do your own in politics it's called opposition research

Speaker 6 so you want to know

Speaker 6 what

Speaker 6 is in your past

Speaker 6 and present

Speaker 6 that can be attacked

Speaker 6 for whatever reason

Speaker 6 most people have at least a few things

Speaker 6 you know

Speaker 6 I always said if I ran for office my first two-hour speech would be the confessional of, you know, all the things that.

Speaker 2 Here's my dirty laundry.

Speaker 6 You got it all. Exactly.
Don't exactly.

Speaker 6 And

Speaker 6 so you got to kind of know

Speaker 6 where the opposition will

Speaker 6 attack if they can,

Speaker 6 right?

Speaker 6 I got a lot over the years, for example, of

Speaker 6 he's only in it for the money,

Speaker 6 right?

Speaker 6 Which I have always openly addressed, right?

Speaker 6 I mean,

Speaker 6 I love y'all, but I wouldn't be here if I wouldn't get paid.

Speaker 6 I mean,

Speaker 6 sorry, but, you know,

Speaker 6 I've got a hobby.

Speaker 6 And

Speaker 6 they have four legs and they don't talk back and they, you know,

Speaker 6 they're much easier to amuse than you are.

Speaker 6 You know, you just show up with a carrot and you're goal.

Speaker 6 So I've always said, of course I did it for the money, right?

Speaker 6 And so should you be too.

Speaker 6 Business is about profit.

Speaker 6 And so a question is, where's the profit in that? And if there's no profit in that, why in the hell are you doing it?

Speaker 6 So, in many cases, in our kind of business,

Speaker 6 you can preempt it by teaching it.

Speaker 6 You can preempt it by disclosure. Transparency makes a lot of personal attacks impossible, right?

Speaker 6 So, like, I've never attempted to hide the fact that I went through a personal and corporate bankruptcy.

Speaker 6 And

Speaker 6 it's further and further, of course, back the longer I live, but it's there.

Speaker 6 And I assume if you Google deep enough, you would find it. I have no idea because I don't do that.

Speaker 6 But I knew

Speaker 6 if I'm going to be in this,

Speaker 6 trying to hide that, it is probably going to bite my ass

Speaker 6 at the worst possible time.

Speaker 6 So better I tell it

Speaker 6 than somebody else tells it.

Speaker 6 And then

Speaker 6 I might as well tell it funny

Speaker 6 because there's some funny stuff.

Speaker 6 And

Speaker 6 so there's transparency to decide on.

Speaker 6 And there's sort of a preempting

Speaker 6 of a lot of attack

Speaker 6 by telling everybody what your critics are going to say about you.

Speaker 6 So, you know, one of my very first business experiences,

Speaker 6 and

Speaker 6 I have

Speaker 6 the more distant from it I am, the fonder my memory is.

Speaker 6 I learned a lot. I didn't make much money, but I learned a lot in multi-level.

Speaker 6 And so I started recruiting distributors damn way when I was 15.

Speaker 6 You're not even legally allowed to do it, but

Speaker 6 and I quickly discovered

Speaker 6 the

Speaker 6 instant quit phenomenon.

Speaker 6 Right,

Speaker 6 so typically

Speaker 6 you would sponsor somebody in an evening.

Speaker 6 And

Speaker 6 if they hadn't talked themselves out of it the next morning themselves,

Speaker 6 as soon as they left the house, contrary to your instructions, they were going to tell people that they had joined AMLI.

Speaker 6 And they were going to get an earful.

Speaker 6 And

Speaker 6 whoever they told it to, co-worker, friend, neighbor, mother-in-law, whatever, was instantly on a mission

Speaker 6 to rescue them by

Speaker 6 selling them out of it.

Speaker 6 If all those people had become the distributor instead of the distributor, I'd have made a lot more money because they were much better salespeople than the people I was sponsored.

Speaker 6 But I figured out by number four

Speaker 6 that

Speaker 6 this is going to be the state of the union, right?

Speaker 6 And so

Speaker 6 the evening ended with the talk of:

Speaker 6 here's the five things you're going to hear if you insist on ignoring me and telling somebody what you have done.

Speaker 6 Here's what you're going to hear,

Speaker 6 and

Speaker 6 here's why it's based on ignorance.

Speaker 6 And here's the facts. And then we had a cassette tape.
Here's the cassette tape,

Speaker 6 which essentially was the same talk, right?

Speaker 6 Here's the, I think the title was.

Speaker 6 The five ways people

Speaker 6 will

Speaker 6 destroy your dream by noon tomorrow. Here's the tape.

Speaker 6 You need, you detail. You need to listen to this.
in the morning, right?

Speaker 6 Because you didn't have a prayer. And I've done some version of it in almost every business since.

Speaker 6 You know, if the chiropractor is a patient and the spouse is not a patient, chiropractors got big trouble.

Speaker 6 Because the spouse is talking the patient out of being a chiropractic patient every day.

Speaker 6 So you got to do the same stuff, right? Here's what fools are going to tell you

Speaker 6 about chiropractors.

Speaker 6 And here's why it's not true, and here's where they got it from.

Speaker 6 Because so, if you don't do that, so

Speaker 6 you do all of this stuff

Speaker 6 to

Speaker 6 prepare

Speaker 6 because

Speaker 6 the more you scare them, or the more

Speaker 6 angry you make them

Speaker 6 when you

Speaker 6 take this approach to a market,

Speaker 6 you both scare the establishment

Speaker 6 and you make them angry.

Speaker 6 So the more you do that,

Speaker 6 the more they will try to exile you.

Speaker 6 I was thrown out of the National Speakers Association for quote-quote ethics violations by the Ethics Committee.

Speaker 6 Had to sue

Speaker 6 to make them rescind it and reinstate me with no gap in the dates so in the directory so it is as if it never happened and a printed apology on the newsletter.

Speaker 6 So they will exile you if they can.

Speaker 6 They will try to kill you, but I don't mean that physically. But like with deplatforming, think about the last

Speaker 6 four or five years or so,

Speaker 6 the virus years forward, think about how many

Speaker 6 thought leaders, if you will,

Speaker 6 doctors

Speaker 6 in political circles have just been deplatformed. They can't process any credit cards, their sites are taken down.
Okay, so they've effectively killed them.

Speaker 6 So, they will try and kill you.

Speaker 6 And

Speaker 6 failing that, they will also, if they have media

Speaker 6 and they have friendly media,

Speaker 6 that media will now attack you.

Speaker 6 In chiropractic, where we're introducing prepay, the main trade journal, Dynamic Chiropractic, it's published every week. It's like a newspaper.

Speaker 6 But calling it a newspaper is like calling ABC a news network. You know, I mean, it's,

Speaker 6 oh,

Speaker 6 they went after us like every week.

Speaker 6 And they rallied other media to go after us every week, all the way to 60 Minutes.

Speaker 6 So the main company that I worked with was attacked on 60 Minutes.

Speaker 6 Yeah.

Speaker 6 And the owner of the company was an idiot.

Speaker 6 And he spent four days on his yacht with Morley Safer and a camera crew. I mean,

Speaker 6 and it was pretty bad. I mean, it was a pretty, it was, it was a pretty good hatcher job about

Speaker 6 this company teaching everybody, all these chiropractors, how to rip patients off and take $20,000 and $30,000 from them all at one time.

Speaker 6 I mean, it was pretty ugly.

Speaker 6 But

Speaker 6 for five years, we used as seen on 60 Minutes and

Speaker 6 has seen on CBS.

Speaker 6 Oh my thing.

Speaker 6 So,

Speaker 6 you know, you do have to be prepared.

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