Marketing Secrets with Russell Brunson - My Day With Dan Kennedy...
Episode Date: April 11, 2022Some of my biggest insights after spending a day at Dan Kennedy's house. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magn...etic Marketing Russell Brunson recounts his experience spending a day with Dan Kennedy, sharing insights and takeaways. Initially, he reflects on his admiration for Kennedy and the opportunity he missed in the past to meet him. Despite a scheduling mishap, he finally visits Kennedy's house for a consult day. Brunson describes the setting, Kennedy's basement office filled with books, and their discussions on various business strategies. Kennedy emphasizes the importance of both current and future bank deposits in business, focusing on building long-term relationships with customers. They delve into marketing tactics like text-based campaigns, leveraging industry-specific newsletters for book promotions, and radio advertising strategies. Kennedy's unique approach to disconnecting from the internet to maintain focus and productivity also stands out to Brunson. Additionally, they discuss Herbalife's successful marketing techniques, including the use of promotional pins and hosting opportunity meetings as infomercials. Brunson highlights potential applications of these strategies in network marketing or affiliate programs. Overall, the day with Kennedy provides valuable insights into business tactics, marketing strategies, and the importance of balance in work habits. Brunson encourages listeners to subscribe to the No B.S. Newsletter for further insights from him and Kennedy. Learn more about your ad choices. Visit megaphone.fm/adchoices
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What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast.
Today, I want to tell you guys about my experience with Dan Kennedy. I hired him for a private
consult day. I want to tell you behind the scenes what happened, what was cool, what
was like, anyway, just all the things. So that's the goal of this episode. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture
capital, we're spending money from our own pockets. How do we market in a way that lets
us get our products and our services and the things that we believe in out to the world
and yet still remain profitable? That is the question and this podcast will give you the answer.
My name is Russell Brunson and welcome to Marketing Secrets.
All right, everybody. So as I told you guys in the intro, I had a chance this week to fly out
and hang out with Dan Kennedy, which was really, really cool. And I want to tell you guys
a story because there's a couple of things behind it. Like I remember back when I first got into
his business, people were always talking about how Dan released private console days. It was $18,800.
Like that was the price then. And I remember just thinking like, I can't believe someone's paying
him $18,000 to go to his house to talk to him for a day. It didn't make any sense to me at the time,
right? And I always thought like someday when I'm rich,
I'm going to do that.
And for some reason I never did it.
Like it's interesting, like for years,
probably a decade or so, like I always thought about that.
Like, oh, it'd be so cool to go to Dan's house
and like ask him my questions.
I always wanted to, but again, I never,
I just never did it.
And I still remember this day when I was,
I was in my penthouse writing the Traffic Secrets book when I got a call from one of my friends
telling me that Dan was about to pass away and he sent me his own story a
couple years ago he almost died and then he didn't and I remember one of the
feelings I had when when when I got that call was like oh like I'll never be able
to do that like I had a shot I could could have done it, I never did it.
I was just bummed out and never did it.
Then, fast forward, he didn't die.
Fast forward a couple of years later,
we ended up buying his company.
In my contract, I was like,
all the things I want to do,
I want to co-author a book with you,
I want to blah, blah, blah.
One of the big ones was I want to come and do a console day every single year.
That's part of my contract now. Once a year, I get to go out to his house and hang out for a day and so that was kind
of the the backstory so you were planning it and talking about and finally it happened um and it's
funny because i i'm not the best scheduler or planner that's not my my strong suit and so um
anyway i um uh we were kind of planning it all and I was going to fly
out there and everything was happening. And then I realized that the weekend I was just to go out
there. Um, actually we stepped back. So Dan messaged me ahead of time and said, Hey, if you
want, he's like, I was supposed to be there on a Monday. He's like, if you want Sundays open,
you come out Sunday and, and you know, if you want to buy two console days, you can do that.
And I was like, Oh my gosh, that'd be amazing. So I said, yes, we bought it. And then, um then um those of you know who you know i'm i'm mormon and the mormon church we have a thing
called general conference happens twice a year and it's basically a church on tv all day saturday and
sunday and for us it's like the coolest thing we get to spend time with our family and our kids
and we like watch it together and we eat donuts and it's like this special moment and i didn't
realize it touched my wife my camera be flying out to dance house on Friday or she's not Saturday I'll be there all day
Sunday and Monday working with him he's like and then she was like you read this
general conference that weekend I'm like oh no I can't I can't miss that and so
anyway I end up sending Dan usher on my team to go fly out and Sunday he went
and filmed with Dan for a whole day just like capturing stuff that we can use for
promotional videos and Dan telling his story
and just a bunch of really cool things.
And so then I had to figure out how to get there
and there's no private flights to Cleveland, Ohio
from Boise, Idaho, Sunday night after conference is done.
So we had to book a private plane.
It was really expensive.
It took my, the console day from 18.8,
which is what he charged,
still charges this day actually.
It ended up adding, I think, $52,000 to the flight.
So hopefully someday my kids watch this and be like,
man, your dad loves you.
He spent an extra $52,000 so he wouldn't miss general conference with you.
But anyway, so it was cool.
So we end up flying out that night at 9 o'clock at night.
But it's going to Cleveland, so I think it's East Coast time, right?
So it's already 11 o'clock by the time I leave.
And landing in Cleveland, I'm going to like almost an hour to my hotel long story
short I ended up getting to bed about 5 a.m and the concert started next morning so 5 a.m I'm like
going to bed and eight o'clock the alarm rings I'm like oh three hours of sleep let's go and so
um and it's funny because every time I hear people talk about going to Dan's house, like we stayed at the La Quinta, which is just like, just, you know, like the worst hotel ever.
And sure enough, we got there and it was like the worst hotel I've ever stayed at.
Like it was, and it was funny because I think normally I would have been annoyed by that.
But part of it was like the romance of like going to Kennedy and you stay in this nasty hotel and you do the things.
And so like, as I got the hotel at five in the morning and like the little awning above the hotel is like falling in and then you go in there like
it was just like thing after thing I was like this is literally the worst hotel I've ever been in
like Dan was true to his word it's it's um but it was like so because it was like so cool I was
just like smiling the whole time like this is so cool like I think the worst experience would have
been like the better that would have made the experience for me.
Just because that's what I was banking on.
In fact, I told my assistant, Jenny, she was booking it.
She's like, you don't want to stay there.
You should stay over here.
I'm like, no, we have to stay at the La Quinta.
That's where everybody stays when they go see Dan.
It's part of the experience.
I have to have it.
So we did that.
Anyway, and so three hours later, I wake up,
and we drive down to Dan's thing.
And anyway, it was just really cool because, yeah,
it was hanging out with Dan Kennedy.
And we go to his house.
We go down to the basement.
And the basement of his house is like an office, right?
So I don't think his wife goes down there.
I think it's like this is Dan's area, and this is our house is above it.
We go down there, and there's like a conference room
with like a mastermind table, chairs all around it,
and there's dozens and dozens of bookshelves and um just like it was really really cool
um and so you know we started the tour and he showed me the books and you guys know i'm a book
nerd those who are in watching the video version this is like when i'm in the napoleon hill room
right now like just all my book collections like i am obsessed with books um in fact i think google
there's a there's a disorder for people who are obsessed with books. In fact, I think Google, there's a disorder
for people who are obsessed with books. I think it's called biblio something. Let's see if I can
figure it out. Bibliomania. Bibliomania is a symptom of obsessive compulsive disorder,
which involves the collecting or even hoarding of books to the point where social relations well i gotta read the rest of this um uh yeah where social relations or health can be
damaged so apparently i have bibliomania and dan did too which make you know so i feel like i'm in
a good spot we're both obsessed with books and collect them all so it's fun to see them all i'm
like i literally took pictures of every bookshelf i'm like i have about half these books half of my
don't i need to remember the name and the author.
So I go on eBay and try to find the first editions of all these things.
And so that was really fun.
And we sat down and we get down.
Okay, we sit in the little table.
It's time to do my consult.
And he's like, well, how can I be helpful?
What do you want to talk about?
And I look around and sure enough, I forgot my notebook.
I didn't bring my notebook to Cleveland, Ohio.
And I had no time to take notes on.
I'm like, can I borrow a notepad?
And so he literally had to, he had his notepad
and he ripped out all his notes and gave me this.
And then, those who watched the video,
this is Dan Kennedy's notepad.
I took my notes on for my console day with him,
which is so cool.
So I can never throw this away, I can never wash my hands,
because this is Dan's notepad,
where I mapped out my plans with Dan while I was with him.
And it was cool. But initially it was just cool because we just talked about business.
It wasn't like we had a – like I had some questions I would ask him.
But from 9 a.m. till 1, it was just him talking and going on things.
And it was just fascinating.
And again, it was just kind of like,
if you share things and talk about history and then this, and how this worked,
and I'd be like, oh, how'd that work?
And so the first half of the day
was just him going on these tangents
and me asking questions to kind of just figure things out.
And then we had lunch, and then afterwards he's like,
so did you have specific things you want to talk about?
I'm like, oh yes, I do.
So I had my questions.
So the questions I asked him,
this is tough, like what would you ask Dan Kennedy? Right. Um, I've seen, I've done the
consults with Tony Robbins twice. I've actually another one next month, which is cool. And I was
like, ask Tony any one question you have. And that's like the hardest thing. Like what question
would you ask him? So we do guys had a moment with Dan Kennedy. Like what question would you ask him?
So my questions were basically like, uh, number one is like, if you own ClickFunnels,
what would you do with it? Like, tell me like your dad, Kennedy, let me know, which was really cool.
Uh, another one was like, Hey, I'm, I obviously the front end is my business. They're books. I'm
going to continue to write books. I love books. Like what are other ways that you would market
books? I'm like, I obviously we drive a lot of traffic from Facebook and Instagram and YouTube
and Google. So like the four major platforms is like 90% of our book sales come from those.
What are other things you would do to sell more books?
And then I can't remember the questions.
Those are the two core questions.
Then I had to ask questions about big Peter Lowe events, success events.
If I was to go and launch a front-end event company, what would it look like?
How would it work?
And so those are some of the questions.
But it was cool.
And then he just went and,
you know, oh, hold on.
Let me show you something.
He goes over to filing cabinets and pulls out like,
here's how we did this campaign, this campaign.
And here's how this worked.
And oh, so it was just,
it was really, really cool.
One thing that was really fascinating is,
it's interesting.
Like I learned this initially,
I think learning from J. Abraham.
J. Abraham's really good at like,
is like taking concepts from other industries and bring them to yours.
And Dan does the same thing.
So what was cool is I'm like,
okay,
we have like obviously click funnels and we've got the books and things.
And like,
we're trying to figure out like,
how do we get into businesses and get them to give us,
you know, to get them to become members and stuff like that.
And he's shown us this campaign that,
uh,
I think it's Jay Geyer does it.
And it was interesting because what Jay Geyer does is
he helps people fix, like the chiropractor,
the dentist who like, you call him for an appointment
and the person picks up the phone
and then like that person who's supposed to be,
the receptionist who's supposed to like do the sale
and convert the person,
instead becomes like the person
who's blocking the sale, right?
And so they do these campaigns
where basically they call the dentist
and they call him like four or five times over a two-week period time,
and they record all these phone calls.
And they create this package.
It's like, hey, we called your office.
Do you want to hear what it sounded like?
And there's a CD where you listen to it.
You're like, oh my gosh, my front desk are morons.
Like they're doing this all wrong.
There's no scripting.
And they come in like, hey, if you want, we can help.
Train your person.
Give them the scripts, blah, blah, blah.
Implement it all.
Do it all for you.
I think it's like, I can't remember.
I think it was a different package, like three grand,
five grand and 15 grand or something. And, uh, and they built like a, I think he said like a
$50 million a year business off of this thing. Just literally cold calling the receptionist,
recording it, sending this direct mail piece out. Um, and that was it. And he was like,
you could do something similar with like their website. Like instead of like, Hey, we called
your receptions, like, hey, we went to your website
and here's what we found.
Here's where you're losing money.
Do website reviews for people.
There's a million different cool things,
but he's just showing like, for example,
here's how it's working over here in this industry.
Here's how you could do something similar.
And it's like, oh, and so it gets the wheels
in your head spinning of just tons of different ideas.
The book marketing was interesting too.
For me, again, we focus so much on the online stuff and he was just like, well your books specifically work for different industries. He's like,
if I was you, I would go find the industry magazines or the industry, not
magazines, they call newsletters and he's like every industry has one.
There's one for dentists, for chiropractors, for restaurant owners, for
blah blah blah. Every single one's got one. He's like, you got that, and then create a campaign,
or it adds to these things.
It's just like, hey, your website sucks.
You need a funnel.
Hey, real estate agent.
Hey, whatever the industry thing is.
It's like, you're not getting the volume
you're getting out of everything,
because it gives you a chance to penetrate
through all these other sub-markets
and get deep into them, which is really fascinating talk about radio a lot he
said that radios different back in the day when when Limbaugh was like the
biggest ones like he's like that would be huge you know that he was like the a
player that if you got on Limbaugh like it just it was game over he's like
nowadays there's not like an a player and basically conservative radio is the
best place places to sell
Books and things like that. He said he said there's no a players no Limbaugh anymore But there's a whole bunch of B and C players
He's like I would go when I start on C players and run ads those is gonna be way cheaper
I think testings out and if you get working then move up to the B players and start running the ads there
And I was like, well, how do you run ads nowadays?
Like do you run them to a call, you know phone center? Do you run them to?
to a website and so kind of a back and forth on that and I think what was what
was interesting is and I told my I've seen a bunch of campaigns recently that
supplement companies doing more like the call to action is like hey text this
number and we'll send you a link to whatever and so it's like a text a text
to to website URL what's cool about is you text them and you a link to whatever. And so it's like a text to website URL.
And what's cool about that is you text them
and you're able to text, you know, send them back URLs
so it hits them on their phone, they have it.
But it's also not like they have to remember like,
okay, trafficsecrets.com, trafficsecrets.com.
Like I'm gonna go to the page, I'm gonna go to it
and then write it down and they forget about it, right?
Like they just have to text you real quick,
boom, you shoot them a link
and then the link's there in their phone all the time.
So you get people who either don't convert right then,
they convert later. But then also you have a text list and you can send text follow-ups and all the time. So you get people who either don't convert right then, they convert later.
But then also you have a text list.
Now you can send text follow-ups
and like urgency, scarcity, you know, fear,
like all the things we do in marketing.
And that got me thinking like,
like there's just so many opportunities.
You know, on an ad where it's like
you click to go to websites, one thing.
But when you're not, like think about like radio,
even podcasts, people listen to podcasts when they're driving billboards you know there's a million things where we're
going to you website URL is not that efficient as opposed to texting it's
like your text blah blah blah to blah blah and then we'll send you a link to
the to your free book they do that and also now you got them on a list and I'm
just like oh I go anyway i i think one of my
big takeaways i want to build out um i'm going to build out like a like a really good front-end
texting campaign that i can start running now in all these different platforms and different
alternative medias that we're not doing right now um oh so many cool things um he talked about the
old peterowe events,
like how they used to run those.
And the format was interesting.
They'd spend about a million dollars per event
to get 20,000 people into a stadium.
And then they'd have a couple different people.
They always have like someone who's a world leader.
So they had a Trump, or excuse me, not Trump.
They did have Trump for a while,
but they would have like George Bush or Colin Powell
or something like that.
They try to get a business person,
an entertainment person, and then a sports person.
And the sports person is usually a local celebrity.
So if they're in Boise, Idaho, they'd find like,
who's the quarterback of Boise State that we can get?
Or the old quarterback.
Or if they're in Chicago, it's like,
who's the Chicago Bulls, the Chicago Bears guy?
Whoever we know that we can bring.
And so like all these speakers were like
the draw to get people to come to these big events.
And then they would have a famous person speak,
ah, and then dude come and speak to sell.
Famous person speak, speak to sell, speak.
And that was the whole model.
And they said that they would do an event,
cost a million dollars to do the event,
and they'd clear 1.5 million from the event.
But there was no real back end to that business ever.
And so for me, I'm like, man,
I wonder if I could create something
because we've got such a good back end.
ClickFunnels would create something like that.
Anyway, I have a desire to do it.
I don't know if I'm going to,
but I do have a desire to try to do a big, huge mega event
on the front end where they come in.
Again, you get, I was even thinking,
what if, you guys know what,
a couple years ago, Lindsey Stirling came and performed.
It was this concert.
Imagine teaming up with someone who's a band, right?
And doing a success event, or whatever the events are,
and having the band be the thing at the end
that everyone stays towards, right?
Because then you work with the band,
they got the cost they gotta do anyway to fill the event,
now you piggyback off of them and their...
Anyway, that might be a horrible idea.
But it might be amazing, I'm not sure.
Anyway, I have this thing in my head
where I'm trying to figure out
how to do a big front-end event like that especially with I'm working on
our success brand or success business where it could be twofold when it comes to the event like
first half's like success today we sell like you know success stuff and then the second half it's
like contribution and then boom we sell the business stuff and then we have a big concert
at the end like we hit all the major cities and um it'd be crazy but I didn't realize the Peter
Lowe events like I thought that they were,
I thought it was like something maybe once a month they did it,
but they were doing like two or three a week.
Like Kennedy was on the road.
It was like going boom, boom, boom, place, place, place, place.
So he was hanging out with, you know, George Bush Sr.
and Barbara Bush.
You know all the stories about that.
It was funny.
You know, two, three times a week they were in a different city
meeting, speaking, hanging out.
And that was kind of how the whole tour worked
and how they all made money back then
which was crazy.
And then basically said that during Peter Lowe event days
they had like four bad events in a row that happened
because one was like 9-11 hit
and then something else hit in like four or five events in a row
and it just bankrupted the company
because again they had no back end.
Like all the money was happening at the events
and when they have four events in a row
that you don't get your million bucks back,
it falls apart.
But anyway, it's just fascinating.
Oh, one principle he talked about that was really cool.
And this is if you guys have ever studied
Renegade Millionaire, the course and the events,
everything that Dan did with Renegade Millionaire.
He talks a lot about these two things.
He mentioned again, there's the current bank and there the future, he's like, there's the current bank
and there's the future bank.
So the current bank is the money you're getting today.
And then the future bank is the equity you're putting in
to your list, to your customers,
to make money in the future.
And it's like most companies focus on the current bank.
Like here's how I'm making money today.
He's like the best businesses,
they make deposits in the current bank.
That's like the present money,
the money you're making today, right? And then they're also putting deposits in the current bank that's like the present money the money you make today right and then they're also putting deposits in the future bank which is a relationship with
your customers and the people so they keep coming back over and over and over and over again um and
it was just anyway it's a simple concept but just the way you explained i was just like oh i wrote
that down like future bank is the long-term equity in your company and then the current bank you have
to you have to bring people in current bank and then making deposits into this future bank. Um, what else? What else? Oh, there's so many cool things.
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Okay.
I got something cool for you.
This will be kind of the last thing.
I'll probably wrap on this.
So this is the most interesting.
So we're in Dan Kennedy's basement.
We're down there.
He's got the computers.
I saw the fax machine.
I got a picture by the fax machine.
All that kind of stuff.
But I asked him, or not I asked him,
he could volunteer, but he's just like,
hey, there's no internet access down here.
I'm like, what?
He's like, yeah, I'm not connected to the internet.
And I know, like, if you guys,
you've heard me tell stories about Dan,
like he faxes, he doesn't have an email address,
things like that.
But not only does he not have an email address,
he does not have internet access.
Like literally no internet, like there's,
he couldn't check email
if he wanted to
because there's no,
like he types,
he's like,
these computers are like
typewriters basically.
He types,
prints it out,
walks over,
faxes it to somebody.
His wife has internet
but he's like,
but he doesn't use it.
In the basement,
there's no,
like none of his computers
are hooked to the internet.
Is this crazy?
And I was like,
well how do you research
for your books?
And he kind of points around
like all the books.
He's like,
this is my research here.
And he looked at me, he's like, how do you research for your books? He's like,
when you're on the internet, don't, when you're on the internet, don't you feel like you're standing
in the middle of a strip club? He's like, how are you able to focus? I was like, that's a good point.
In fact, so much so that now I came back and I told you this earlier, I'm in the Napoleon Hill
room. Like my, my plan is every day I'm spending the first half day here where there's no internet
access. There's no, I mean, there is internet, but I'm not connected.
There's no people to talk to.
I'm just here writing and working and trying to get stuff done
because I'm sure I'm like you.
I get distracted all over the place.
I have to literally, my team knows,
I'll be in the office after lunch,
but before lunch I'm here in a spot where there's no internet
so I can record podcasts, I can write, I can plan,
I can do all the things that I need to do.
So anyway, it made me
excited to also figure like, how do I, I just need, I need to disconnect more, disconnect from social,
disconnect from internet, disconnect more so I can get more stuff done. So anyway, I get a lot of
stuff done, but I want to get more just like you guys. So anyway, those are the highlights for my,
for my time with, um, with Dan. Um, Oh, for those in network marketing, he showed
the two things that blew Herbalife up. Number one was the pin, like, want to lose weight? Ask me how.
Ask me how I did it. And he's like that initiated conversations and got people to ask the Herbalife
distributors because they couldn't get them to go out there and be like, hey, do you want to lose
weight? Or hey, do you want, you know, like having something like that was number one. And number two,
and this was fascinating. There's a lesson here for somebody.
Is that they would have on TV a late night infomercial kind of, but it was more like an opportunity meeting.
And it was interesting because they didn't make money from the opportunity meeting, right?
It wasn't like a direct response infomercial where they're making money directly.
Instead, what it was, was it was an opportunity.
So people at home around the world
would get their friends and family and say, Hey, Sunday night, we're doing this thing. Come over
to our house and watch this again. They'd come together, turn on the TV, they'd watch it. And
then the infomercial was the opportunity meeting and they'd sign up their friends there in the
house. And that was their model. Is that so cool? Like, I think there's something there. If I owned
a network marketing company, I would definitely exploit that and do it where,
you know, just do a Facebook Live every Saturday night or Sunday night that's literally just the opportunity meeting
and have the entire company bring people to that meeting
over and over again.
I may try to do something similar for affiliates
or for our new funnel builders,
which is a new thing coming up I can't tell you about.
Or I don't know.
I haven't figured out how to leverage that yet,
but I thought that was really, really cool
that Herbalife did that for a decade or so.
That's how they grew.
So much fun.
So many fun things.
So I hope that helps you guys.
Hopefully you got a glimpse of some of the cool things
I learned about with Dan Kennedy.
It was everything I hoped for and more.
And yeah, you'll be able to see some of the production,
what happens afterwards coming back from this year
in the near future side of our companies.
Appreciate you guys all for listening.
If you enjoyed this, let us know.
And if you're not subscribed to No BS Newsletter,
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and you'll hear from me and Dan twice a month.
So that's all I got.
Thanks, you guys.
Appreciate you, and we'll see you soon.
Thank you for listening to the Marketing Secrets Podcast.
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