The Russell Brunson Show - My Day With Dan Kennedy...

Episode Date: April 11, 2022

Some 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 Magnetic 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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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 answers. 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, 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 things behind it. I remember back when I first got into his business, people were always talking about how Dan released private consult days. It was $18,800. That was the price then. And I remember just thinking, 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, someday, when I'm rich, I'm going to do that.

And for some reason, I never did it. It's interesting, for years, probably a decade or so, I always thought about that. Oh, it'd be so cool to go to Dan's house and ask him my questions. I always wanted to, but again, 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 a 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. I had a shot. I 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 just to like, and so that's part of my contract now. So once a year I get to go out to his house and hang out for a day. And so that was kind of the backstory. So you were planning it and talking about it and finally it happened.

And it's funny because I'm not the best scheduler or planner. That's not my strong suit. And so anyway, 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. Actually, let me step 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, Sunday's open. You come out Sunday and 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, those of you who 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 and I came and we flying out to Dan's house on Friday or excuse me on Saturday he'll be there all day Sunday and Monday working with him he's like and she was like you're at this general conference that weekend I'm like oh no I can't I can't miss that and so um anyway I ended 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 the console day from 18.8, which is what he charged.

It still charges this day, actually. Um, 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 extra $52,000 so he wouldn't miss general conference with you. Oh, but anyway, so it was cool. So we ended up flying that night at nine o'clock at night, but it's going to Cleveland. And so it's, I think it's East Coast time, right? So it's like already 11 o'clock by the time I leave. And landing in Cleveland, I'm gonna drive like almost an hour to my hotel. Long story short, I ended up getting to bed about 5 a.m.

And the concert started the 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, 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 me 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 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 worse the experience would have been, 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 went on the basement and the basement of his house is like, it's like an office, right? And so I think, I don't think his wife goes down there. He'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 just like, it was really, really cool.

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 watching the video version, this is like, I'm in the Napoleon Hill room right now, like just all my book collections, like I am obsessed with books. fact I think Google there's a there's a disorder for people who are obsessed with books these called

biblio biblio something speaking 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'm gonna read the rest of this. Yeah, where social relations or health can be damaged. So apparently I have bibliomania, and Dan did too, which makes, you know,

so I feel like I'm in a good spot. We're both obsessed with books and we collect them all. So it was fun to see them all. I literally took pictures of every bookshelf. I'm like, I have about half these books, half of them I don't. I need to remember'm in a good spot. We're both obsessed with books. We collect them all. So it was fun to see them all. I literally took pictures of every bookshelf. I'm like, I have about half these books, half of them I 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 it. I didn't read my notebook to Cleveland Ohio and I had no fun taking notes on I'm like oh my god no pad and so he literally had to he had his notepad he like ripped out all his notes and gave me this and then this is watching video this is Dan Kennedy's notepad I took my notes on my console day with it 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 wanted to ask him, but from 9 a.m. till 1, it was just him talking and going on things, and like, it was just fascinating. And again, it was just him talking and going on things and like it was just fascinating um and uh again it was just kind of like we could share things and talk about history and then this and how this worked and i'd be like oh how'd that work and and so the first that first half of the day was just

him going on these tangents and like me asking questions to kind of just figure things out and then uh and then we had lunch and then afterwards he's like so did you have specific things you want to talk about like oh'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? Some of you have seen, I've done the consults with Tony Robbins twice.

I have 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've, you guys had a moment with Dan Kennedy. Like what question would you ask him? So my questions were basically like, number one is like, if you own ClickFunnels, what would you do him? So we've, you 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.

Another one was like, Hey, I'm, I obviously the front end of my business is their 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 is like 90 of our book sales come from those like what other things you would do to sell more books um and then i can't remember the questions those are the two core questions then i ask questions about uh peter the big peter low events success events like if i was to go and like 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, oh, hold on, let me show you something. He goes over to his filing cabinets and pulls out, 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, I learned this initially, I think learning from J. Abraham. J. Abraham was really fascinating is, it's interesting, like, I learned this initially, I think learning from Jay Bram. Jay Bram's really good at, like, is, like, taking concepts from other industries and bringing them to yours.

And Dan does the same thing. So what was cool is I'm like, okay, we have, like, obviously ClickFunnels, and we have 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, get them to become members and stuff like that. And he's shown us this campaign that,

I think it was Jay Geyer does it. And he's shown us this campaign that, I think it's Jay Geyer does it. And it's interesting because what Jay Geyer does is he helps people fix, like, 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. They call them like four or five times over a two-week period of time. 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 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 his direct mail piece out. Um, and that was it. And he was like, you could do something similar with their website. Instead of like, hey, we called your receptionist, like hey, we went to your website and here's what we found.

Here's where you're losing money. Here's, you know, do website reviews for people. And there's a million different cool things, but he was 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, what they call them, newsletters, and he's like, every industry has one.

So there's one for dentists, for chiropractors, for restaurant owners, for blah, blah, blah. Every single one's got one. it's like there's one for dentists for chiropractors for restaurant owners for but every single one's got one he's like you got that and then create a campaign or you know um it adds to these these things it's just like hey um you know your website sucks you need a funnel uh you know hey 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 like it gives you a chance to penetrate through everything all these other sub markets you get deep um deep into them which is really fascinating talk about radio a lot um he said that radio is different back in the day when when limbaugh was like the biggest one he's 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. But he said, he said, um, there's no A players, no Limbaugh anymore, but there's a whole bunch of B and C players. And he's like, I would go and I'd start on the C players and run ads to those. It's going to be way cheaper. You test things 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, a phone center, do you run them to a website?

And so kind of went back and forth on that. And I think what was interesting is, and I had told them, I've seen a bunch of campaigns recently that supplement companies are doing where 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 and what's cool about is you text them and you're able to text you know send back you are also it hits on their phone they

have it it's also like they to remember like okay traffic seekers calm traffic seekers calm like I'm gonna go to the page I'm gonna go to it and then write it down and they forget about right they just have to text you real quick boom you shoot a link and then the links there in their phone all the time. So you get people who, even though they 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 when you're not like think about like radio even podcasts people listen to podcasts

when they're driving um billboards you know there's a million things where going to website url is not that efficient as opposed to texting it's like text blah blah blah to blah blah and then we'll send you a link to the to your book. They do that and also now you got them on a list and I was like, oh, I could. Anyway, I think one of my big takeaways that I wanna build out, I wanna build out 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. Oh, so many cool things. He talked about the old Peter Lowe 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 of different people. They always have 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 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,

and then like dude come and speak to sell. Famous person speak, speak to sell, speak. And like that was the whole model. And they said that, you know, 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, and again, you get,

and then I was even thinking, what if, you guys know what, a couple years ago, Lindsey Stirling came and performed, performed it was this concert like imagine teaming up with someone who's who's a band right and doing success of it or whatever the events are and having the band be the thing at the end everyone stays towards right because like then you work the band they got the cost they gotta do anyway to fill the event now you like piggyback off of them

and they're 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 two-fold when it comes to the event like first half like success today we sell like you know success stuff and then the second half is 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 cities and, um, it'd be crazy. But I didn't realize the Peter Lowe events, like I thought that they were, um, 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 senior and Barbara Bush. You know, all those 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 they all made money back then um which was 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 five four five events in a row and just bankrupt the company because again, they had no back end. Like all the money was happening at the events

and when they had four events in a row that you don't get your million bucks back, like 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, he's like, there's like 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 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. And it was just, anyway, it's a simple concept, but just the way he explained it,

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. And you have to bring people in current bank, but then you're making deposits into this future bank. What else? What else? Oh, there's so many cool things.

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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, the fax machine. I got a picture by the fax machine. Um, all kinds of stuff. But I asked him or not asked me, 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 hear me tell stories about Dan, like he faxes, he doesn't have an email address, things like that. But not only does not have an email address, he does not have internet access. Like literally no internet. Like

there's, there's, he couldn't check email if he wanted to, cause there's no, like he types, he's like, these computers like typewriters, basically types, prints it out, walks over, faxes, faxes somebody. Um, his wife has internet, but he's like, but he doesn't use it. Then 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 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 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. My plan is every day I'm spending the first half day here where there's no internet access. 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 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, 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 wanna get more, just like you guys. So, anyway, those are some of 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 that asked the Herbalife distributors cause they couldn't get them to go out there and to 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, it was an opportunity meeting. 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 together. 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? 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, every Saturday night or Sunday night. That's just, that's literally just the opportunity meeting and have the entire company bring people to that meeting over and over again. Um, 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 herbal life did that for for a decade or so that's how they how they grew um ah 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 uh it was yeah everything i hope for more and um yeah you'll be able to 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 here in the near future inside 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, you must take money. That's the only logical explanation. Go to nobsletter.com. Go get subscribed. You'll hear from me and Dan twice a month. So that's all I got. Thanks, guys. Appreciate you. And we the only logical explanation. Go to no BS letter.com. Go get subscribed and you hear from me and Dan twice a month. So that's all I got. Thanks guys. Appreciate you. And we'll see you soon. Thank you for listening to the marketing secrets podcast. If you've loved this episode, then please take a screenshot on your phone and post it to Facebook, Instagram, or wherever you post stuff and be sure to tag me and let me know why you like this episode and what

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