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

Episode Date: March 10, 2025

In this episode of The Russell Brunson Show, we’re continuing the Day with Dan series from Funnel Hacking Live 10 in Las Vegas. If you’ve ever wondered how to truly disrupt your market, attract the right customers, and position yourself as the go-to authority, this episode is for you. Dan and I dive into the three core marketing and sales strategies that separate industry leaders from everyone else. Most entrepreneurs follow outdated rules without realizing they were designed to keep them stuck. But when you challenge the status quo, you gain the power to rewrite the game in your favor. It’s a crazy secret that so many entrepreneurs miss, and you have to learn it! Key Highlights: The Radical Big Idea - why every market leader has a bold message that cuts through the noise The Heretic Position - how challenging the industry “experts” instantly attracts loyal customers The Man on the White Horse - why disrupting the market isn’t enough, you need to provide the right alternative Why most sales managers and industry insiders give bad advice, and how to use that to your advantage The secret to handling criticism, backlash, and negativity when you start shaking things up How to turn frustrated, dissatisfied customers into raving fans who buy from you over and over Success in marketing, sales, and business isn’t about following the rules, it’s about rewriting them. If you’re ready to take control, flip the script, and build a business that actually works, this is an episode you can’t afford to miss. 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/marketingsecrets 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

Want to own part of the company that makes your favorite burger? Now you can. With partial shares from TD Direct Investing, you can own less than one full share, so expensive stocks are within reach. Learn more at td.com slash partial shares. TD, ready for you. Now obviously if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels.

ClickFunnels is the number one funnel builder in the world, helping more first time entrepreneurs to leave their nine to five and to launch their dream than any other company on earth. ClickFunnels was built for the dreamer and the doer, and you can get a free 14 day trial by going to clickfunnels.com slash podcast right now. That's clickfunnels.com slash podcast. ClickFunnels, because you're one funnel away

from changing the world. This is the Russell Brunson Show. What's up everyone, this is Russell. Welcome back to the show. I hope you enjoyed last episode. You had a chance to sit in at the Funnel Hacking Live, the VIP day with my interview with Dan Kennedy. 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. So today we're gonna jump into part number two. And this is gonna be a really fun one. Some of the key highlights you're gonna learn about during this interview. 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 gonna talk about that. We're gonna talk 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.

We're talking about the man on the white horse, which is one of my favorite things Dan talks about. Why most sales and marketing insiders give you really bad advice, secrets handling, criticism and backlash and negativity, all your haters, things like that, and a whole bunch of other really cool things. So I hope you enjoy this next interview with Dan Kennedy. If you haven't plugged into the Dan Kennedy world, Dan is where I learned business from originally,

almost 20 years ago. I still to this day, the person I listen to the most on marketing and business advice is Dan Kennedy. 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 help grow that company and that brand again 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.

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. 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, you get like $10,000 worth of 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.

I think the longest running marketing and 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. 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. So, this is your radical big idea,

which in my case was, the whole damn thing you could show is not a business. If you actually want a business, here's right. Then second thing you do is it's linked is your heretic position, where you are outright taking on the wise elders, the authority, the church, the board, the authority who you Who you are saying is all wrong. And if not by name, certainly by title. I did a lot more work with sales audiences and salespeople than I did anything else in my early years. And if you go read the Nobiaz sales success book, so I am I'm getting marketing speech. It's very front of the speech.

I told salespeople that their sales managers were idiots. The suits if you're with a big company, you got a bunch of suits at an office tower somewhere, right, who are basically bean counters. If you're with a smaller company, you got a sales manager, but he's a nitwit, right? First of all, he's really you who got promoted to be a manager. He doesn't know anything about how to help you sell more and he's detrimental to you because he tells you to do what he did, which is sales is the numbers, gain, make more calls, dial more.

If your income is good today, 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 you can see all the people you want. But if they're not a match with you and what you're doing, you're going to starve, right? The whole thing is about getting in front of people who are like an 8 or a 9 or a 10 of ability to buy and willingness to buy. So my heretic position was kill all the sales managers, right? Which by the way, I rarely got invited back

But I got a lot of customers Because if there were 300 in a room there were a hundred who were already thinking it 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 because you have spoken the truth, right? And they instinctively knew it, but nobody said anything different, right? So that's second thing, you figure out what your heretic position is going to be. And then the third thing you figure out is the man on what your man on the white horse position is going to be. Because ultimately, 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 and walk out, right? There's no profit in that. So you have to have a man on the white horse position. So that now that I have shown you that these people out of ignorance or for their own purposes are selling you a really bad plan and you're working a really bad plan, I got the alternative. I will happily lead you to the land of milk and honey. So you have to figure out those three things and then be able to advertise them, market them, broadcast them, right, which we now do more through media than manual labor, all line in offline, right? There's dyes on the, can't think of their names, their brothers. They mostly advertise on CNBC,

on TV. They're all over the place online. They're like the gurus of options trading. So they are appearing in the stock market media where almost everybody else, the pundits, the guests, everybody on all on Bloomberg, on all of them, right? They are all essentially pimps for stocks, right? 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? And then a bunch of them are also buy and hold. You got to be in the market and don't worry about whether it goes down.

Someday it'll come back, right? That's their pitch. So in the midst of all this, these two guys, they're running the free book campaign right now. They may even be a ClickFollows user. Same company does them and does Charles Payne. So their whole argument is don't buy stocks. Everything these people are telling you about stocks is wrong. You should only buy options.

And here's the math difference. Here's a stock in three weeks you would have made 11 percent, that's real good, but with options you would have made 11%, that's real good, but with options you would have made 260%. And so they've got this. They have a radical idea for where they are. Everybody that's talking to you about the stock market, your eyes are glued to the dow and forget all that shit. And here we are. We got the White Horse Plan. You can make more money on one trade than you're making the whole year, screw it around

this way. Now, of course, they don't mention how much you could lose, but you know. So those are the three things you do. So like we're speaking, I told you what I did and basically I put them in what we now call the info marketing business fed by customers acquired by their speaking, right? And Cairo, we put them in prepay and we taught them how to run a prepay practice and a cash practice, no insurance. And after showing them that what they were doing was just a horrible hamster wheel.

I mean, pay by the visit is a really bad model because people don't show up. You know, the dropout of treatment plans and pay by visit is around 80%. No better than 50 if you're really really really really good at it. Pre-pay, you kind of if you've parted with 20 or 30 or $40,000 you kind of tend to show up for your appointments. Yeah. And so and you actually 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? So we installed Prepay as the man on the white horse, positioned to how bad the business business was otherwise. I have a client that I also have an interest in right now, SelboreImplants.com, where we were saying to the dentist, the days of general dentistry and filling a tooth,

you got to forget all that because one implant case, it's the same as the options trading argument. Right. Hey, it's Russell Brunson and I have a confession to make. When I first started in B2B marketing, I thought I needed to be everywhere at once, every platform, every ad type. But guess what? That's not where the magic happens.

The magic happens where the decision makers are and that is LinkedIn. LinkedIn ads let you target who you want, CEOs, C-suite executives and 130 million professionals ready to take action. These aren't random clicks. These are people who are already in the mindset to do business. With LinkedIn's advanced targeting, you are not just throwing spaghetti at the wall. You're placing the right message in front of the right person at the perfect time. Here's what blew me away. LinkedIn ads delivers up to five times the row ads of other platforms. And that's not just a stat, that's scaling power. Imagine your campaigns turning into a steady stream of qualified leads all while your competitors are busy playing on

platforms that barely move the needle. If you're serious about scaling your business, you can't afford to ignore this. Start converting your B2B audience into high quality leads today. And here's the cherry on top. LinkedIn is giving you a hundred dollar credit for your next campaign. Go to linkedin.com slash clicks to claim your credit. That's linkedin.com slash clicks. Terms and conditions apply. LinkedIn, the place to be, to be. Hey, funnel hackers, let me paint you a picture.

You're running a business, your funnel is finally converting like crazy, and suddenly it hits you. You need to hire someone like yesterday. Maybe it's a copywriter to help you crank out more sales pages or a designer to refresh your landing pages or someone to do customer support to help you to handle your growing audience. The problem is you're swamped and you don't have weeks to shift through resumes. So what do you do? You turn to Indeed. When it comes to hiring, Indeed is all that you need. They make it fast, simple, and super effective. Stop struggling to get your job seen

on those other job sites that bury your listing. With Indeed Sponsored Jobs, your posts jump straight to the top of the page so that the right candidates see it first. It's just like pulling your job ad on a billboard for the exact person you need to hire, and it works. Sponsored jobs on Indeed get 45% more application than non-sponsored jobs.

Now here's the best part. With Indeed, there's no monthly subscription, no long-term contracts. You only pay for results. And let me tell you how fast this platform is. Literally in the time that we've been talking right now, 23 people have been hired on Indeed worldwide. Imagine finding your dream hire while your competitors are still waiting through job boards and job boards that don't deliver.

So here's what you need to do right now. Go to indeed.com slash clicks right now and get a $75 sponsored job credit board to boost your post visibility. That's indeed.com slash clicks. Support the show, save time and find your next hire faster. Remember when it comes to hiring, Indeed is all that you need. And in publishing, I never really taught it to anybody, but what I did, so when I started to do my first book, the landscape's very different today because the gatekeepers are diminishing and, well, they're changing. Amazon is actually now more of a gatekeeper than the publishers. The promise was they were going to go away, but they didn't.

But in the 70s and the 80s all the way into the 90s, the publishers were much more important than they are today. And the bookstores were much more important than they are today because almost all books were sold through bookstores. And so there was a hierarchy. When you ask any other author or you query to publisher or whatever, how do I get my book published? There was like a little rule book, there was dogbop.

You know, hey, well, you've got to do a big proposal and a competitive title analysis and then you've got to find agents who have represented your kind of content and you've got to submit packages to the agents and you've got to grovel and beg and plead to get some agent to accept you as a first-time unpublished author. And then if you're lucky, that agent will get you a deal probably with a small insignificant publisher for little or no advance. And then you get to write the book and then ultimately the book will get published.

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? So this sounded really slow to me, right? And the mathematical odds were and still are astronomically against you. The number of proposals the average agent gets coming over the trance of this, I don't know, 20,000 a year, 30,000 a year, 40,000 a year. He's got some NYU intern going through them 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, if I'm going to sell for small, anyway, why don't I just go see the publishers, right? Because I'm a sales guy. If I get in front of somebody, I can kind of sell. Not every author could do that, but I can do that, right? 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. They said, well, why isn't it done? Well, they won't allow it. I said, well, why isn't it done? Well, 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. Well, you can't do it, right? So the big, it's called Book Expo now, American Book Seller Association, all the publishers exhibit there for all trade. It's smaller now because of Amazon effect but it's all the bookstores went there. So I went and 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.

Even the big publishers, they're there for a day or so. So I doorknocked essentially. I went for they're all there in one place, right? Booth to booth. Here I am. You should publish me. Here's what I want to do, right? Right? Booth to booth. Here I am. You should publish me. Here's what I want to do.

Right? 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 woman president of the publishing company. And afterwards, 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. I said, you go boot to booth and you know, then you interrupt their conversation and you talk to them, you know, it's not. And so I had a bucket list item.

I always wanted to do mystery novels, but I got enough rejection slips early that You know, I'm the Woody Allen thing, you know, try try try try again and now stop you're making a fool out of yourself So now late 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. 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've got to try and fight a really tiny little agent Who'll take a first-time author and you know, I'm listening to this in the back of my room and I'm thinking This is a bucket list item for me, man. I ain't gonna live long enough, you know To do all this. This is a bad plan and we have that who lives one community over from us, a well-published, mid-list, I mean, big time, but it's got like 30 mystery novels published

with the same main detective character and so forth. with the same main detective character and so forth. So if you think about like Spencer, it'd be a low rent kind of Spencer. And he's right in my backyard, right? So I can do math. I am my nonfiction agent, pull his deals and numbers. So I know how many books he's selling. I know roughly what his royally is. I now know what his annual income is and it's less than impressive.

And I happen to now have money. So that's a good shortcut a lot of times to the entrenched establishment, right? So I go and say, I'd like to second chair, do a book with you. I can provide – 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. I have some character ideas and then I basically I want a second chair. I want to watch okay. And I'll write you a check for X, which is roughly twice what he's making from writing the next book, which you'll still get that money because I don't want any of the money.

I just want a published double. You can keep the money and here's a check and Of course, he took it We actually did two books together And Or you could have probably done it With almost any second tier, you know if you wanted to spend money and I second tier, you know if you wanted to spend money and

I Don't know if the publisher knows I didn't tell him but I don't know if less did or not. I Doubt it It would be frowned upon By the mystery writers Association of America, you know, they might even yank his membership. That's how tough people are about defending their establishment. But most of this is always nonsense. It's just nonsense, you know. It gets entrenched over time because it gets passed on. Talk to the next batch, getting in a business, to the next batch, getting in a business, And pretty soon it's the religion, the secular religion and the organizing system of that

business and no opportunity for independent thought exists until you trigger the simmering unhappy natives who are living in the system but are privately questioning it. 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 you said a third of the people that are in the room are you're feeling that way but most of them aren't doing anything right they're just feeling that way so number one is like how do you not have the fear to go and actually be that person but number two like what are other things you have to do like to become that person and be willing to step up and actually be the person leading the charge?

well, so If you want to leap to the second part of the question The fear is real, okay, you do have to be Prepared for the backlash that will inevitably come. In most cases, they are unlikely to strap across your back and march you up the hill and crucify you. We have laws about that. But there are people from time to time who come close, Trump's one of them, heading out wide he'd probably be doing five to ten in an orange jumpsuit somewhere and be bankrupted. So there will be a backlash and the better at this you are, the more successful at it

you are, the bigger will be the backlash. Right? So you got to know it's coming and so some of it is psycho-emotional. You have to not care about the critics. When I was doing a lot of speaking, I mean I tried to get some people to get up and leave. That's a sign of success. That was like you knew you were, you know, right at a place where everybody got it. Nobody was missing your point. And you gotta not care about any of that.

And people tend to obsess over it. One way or another they'll get complaint letters. or another they'll get complaint letters. I mean, I can't, other than when they've been funny, I don't think anybody has shown me one 30 years. Now I know we get them. I know we get them. And so now you get them. I know we get them. And so now you get them, whether you know it or not, they're coming into your office, I promise you. And I've never been interested in it,

unless it's a funny one. And then Bill would show it to me or Carl would show it to me or you know Carl would show it to me but for the most part I don't care. Say I care about the one I got not the ten I didn't and I know there will be more of those than their will of these so I care about their value right? Those are the two things you care about. So you have to be like okay with how that works. Early on, like at NSA, I had to be okay with being there for three days and seeing people cluster to avoid me, right? Or deliberately talk amongst themselves at the cocktail reception loud enough that I heard it.

You know, I had to be okay with that stuff. And mostly I found it funny. And Charlie Daniels is a great, the title of his book is something like, Don't Worry About the Empty Seats. And so that's one. All right, Funnel Hackers, I've got a question for you. How many of you love to travel, whether it's for business or masterminds, just taking a break while your funnels keep working for you? Travel is a huge part of the entrepreneurial lifestyle.

But here's something that most people don't realize. Public Wi-Fi is one of the biggest cybersecurity risks out there. Picture this, you're in an airport, logging into your email or checking your stripe for a big payment. What you don't know is that hackers on the same wifi can see everything you're doing. That's why NordVPN is a total game changer. With NordVPN, you get bank level encryption that protects your data from prying eyes.

It works anywhere, in hotels, coffee shops, airports, even in co-working spaces. And if you're like me, and you love accessing your favorite streaming services or business tools from anywhere, NordVPN lets you switch your virtual location with one click. So no more annoying geo blocks keeping you from your content. This happens to me all the time when I'm overseas trying to watch a UFC fight. With NordVPN, I click a button

and boom, I get instant access to the shows from America that I want to watch on the road. And here's the kicker. It's fast. There's no buffering, no lag, just supercharged security and speed on up to 10 devices at once. Guys, you got to protect your business and your data now. To get the best discount off your NordVPN plan, go to nordvpn.com slash secrets. Our link gives you four extra months for free on the two-year plan, and there's no risk with Nord's 30-day money-back guarantee.

That's nordvpn.com slash secrets, or go to the link in the podcast description. Don't leave your security to chance. 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.

And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JP Morgan Chase did a study and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is

enough to make your stomach drop. Am I right? Especially with how the economy has been lately. And it's not the time to be gambling with your finances. away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy's been lately. It's not the time to be gambling with your finances. So Taylor put together this book called The Revolving Pricing Method and it's awesome. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays.

We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my marketing secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys, as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels.

So go over to wealthyconsultant.com slash secrets, grab your 70% off deal and let's start turning your clients into long-term revenue. Again, that's WealthyConsultant.com slash secrets. Do not miss out. Two, you do have to prepare, I should really look at my notes to make sure I don't mess this up. You do have to prepare those around you because especially now with social media, your family is probably going to see it. Your staff is going to see and hear it and they have to be kind of immunized to it, right?

And you have to do your own – your past and present that can be attacked for whatever reason. Most people have at least a few things, you know. I always said if I ran for office, my first two-hour speech would be the confessional of, you know, all the fates that... Here's my dirty laundry. You got it all. Exactly.

Exactly. And so you got to kind of know where the opposition will attack if they can, right? I got a lot over the years, for example, of he's only in it for the money right Which I have always openly addressed right? I mean I Love y'all, but I wouldn't be here if I would get paid. Okay. I mean sorry, but you know I've got a hobby I've got a hobby. They have four legs and they don't talk back. They're much easier to amuse than you are.

You just show up with a carrot and you're a gola. So I've always said, of course I'm in it for the money, right? And so should you be too. Business is about profit. And so a question is, where's the profit in that? And if there's no profit in that, why the hell are you doing it? So, in many cases, in our kind of business, you can preempt it by teaching it. You can preempt it by disclosure. Transparency makes a lot of personal attacks impossible.

Right? It's like I've never attempted to hide the fact that I went through a personal and corporate bankruptcy. And it's further and further, of course, back the longer I live, but it's there. And I assume if you Google deep enough, you would find it. I have no idea because I don't do that. But I knew if I'm going to be in this trying to hide that, it is probably going to bite my ass at the worst possible time. So better I tell it than somebody else tells it. And then I might as well tell it funny because there's some funny stuff.

And so there's transparency to decide on. And there's sort of a preempting of a lot of attack by telling everybody what your critics are going to say about you. So you know, one of my very first business experiences and I have, the more distant from it I am, the fonder my memory is, I learned a lot. I didn't make much money but I learned a lot in multi-level. And so I started recruiting distributors in Amway when I was 15. You're not even legally on to do it but… And I quickly discovered the instant quit phenomenon, right? So typically you would sponsor somebody in an evening and

if they hadn't talked themselves out of it the next morning themselves, as soon as they left the house, contrary to your instructions. They were going to tell people that they had joined Amley and they were going to get an earful. And whoever they told it to, co-worker, friend, neighbor, mother-in-law, whatever, was instantly on a mission to rescue them by selling them out of it. 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've sponsored. But I figured out by number four that this is going to be

the state of the union, right? And so the evening ended with the talk of, here's the five things you're going to hear if you insist on ignoring me and telling somebody what you have done. Here's what you're going to hear and here's why it's based on ignorance. And here's the facts. And then we have a cassette tape. There's a cassette tape, which essentially was the same talk. Here's the, I think the title was, The Five Ways People Will Destroy Your Dream by Noon Tomorrow. Here's the tape.

You need the title. You need to listen to this in the morning, right? Because you didn't have a prayer. And I've done some version of it in almost every business since. You know, if the chiropractor is a patient and the spouse is not a patient, chiropractor has got big trouble. Because the spouse is talking to the patient out of being a chiropractic patient every day

So you gotta do the same stuff, right? Here's what fools are going to tell you About chiropractors and Here's why it's that true and here's where they got it from It's because so if you don't do that, so You do all of this stuff to prepare. Because the more you scare them, or the more angry you make them when you take this approach to a market you both scare the establishment and you make them angry right so the more you do that the more they will try to exile you value. I was thrown out of the National Speakers Association for, quote, quote, ethics violations by the ethics committee, had to sue to make them rescind it and reinstate me with no gap in the dates in the directory so it is as if it never

happened and a printed apology on the newsletter so they will exile you if they can they will try to kill you but I don't mean that physically but like with the platform I think about the last four or five years or so, the virus years forward, think about how many thought leaders, if you will, doctors in political circles have just been deplatformed. They can't process any credit cards, their site's taken down, okay, so they've effectively killed them, right? So they will try and kill you. And in failing that they will also, if they have media and they have friendly media. That media will now attack you.

In Chiropractic, where we're introducing prepay, the main trade journal, Dynamic Chiropractic, it's published every week. It's like a newspaper. But calling it a news paper is like calling ABC, a news network, you know, I mean it's, oh, they went after us like every week and they rallied other media to go after us every, all the way to 60 minutes. So the main company that I worked with was attacked on 60 meters. Yeah.

And the owner of the company was an idiot. And he spent four days on his yacht with Morley Safer and a camera crew. I mean, and it was pretty bad. I mean it was a pretty good hatchet job about this company teaching everybody, all these chiropractors, how to rip patients off and take 20 and 30 thousand dollars from them all at one time. I mean it was pretty ugly. But for five years we used as seen on 60 minutes and as seen on CBS. So you know you do have to be prepared. Do you have a funnel but it's not converting? you know, you do have to be prepared.