The Russell Brunson Show - S2E4 - (VRE) Magnetic Marketing / Dan Kennedy - Episode #1

Episode Date: September 9, 2022

Here is the story behind why I bought Dan Kennedy's company, and what's happening with the funnels now! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

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Travel moves us. Hey, this is Russell Brunson. Welcome back to the Marketing Secrets Show. During today's episode, we're going to be talking about all things related to Dan Kennedy and the No BS Marketing newsletter. I'm going to talk about the history of GKIC slash Dan Kennedy's company. I'm going to talk about the things that they did to grow their company. I'm going to talk about what we did when we acquired the company, why we acquired it,

and all the things we're doing now to grow the company. I'm going to show you guys behind the scenes of the new launch we're doing to get people to ascend up to a higher level of membership and a whole bunch of other really fun things. Before you get into this episode, I want to make sure you set an intention going into this. Understand that I'm going to be sharing behind the scenes of this huge business model, and you don't need to take on everything. Like I want you listening specifically for the one or two nuggets you can actually apply

to your business. Don't just listen to this for entertainment, although I will try to be entertaining for you guys. Make sure you're listening with intentions like, oh, there's something I can apply to my business right now. Hopefully that'll help you guys as you're going through this. Also, as always, make sure you rate and review these podcasts. Number one is how we get the message out.

Number two, it gives me motivation to keep doing these. Uh, cause I have a lot of things I can do in my life. And if you guys are not getting value from the podcast, I can focus on other efforts or I can go back to bed. So if you're enjoying these, please rate and review, share these other people. It means the world to me. Um, also if you have specific questions for this episode or any episode, go to marketing secrets.com.

There's a block that you can submit questions and those audio questions do come directly to me. I listen to them. And if your question is really cool, I will answer it here live on the show, which would be really cool. And then on top of that, at marketingsecrets.com, you'll have a chance to go see the video version of this episode. If you're listening in right now, as well as the transcripts, show notes, other links and cool things as well, which is really, really cool. This episode is actually brought to you by a very special sponsor. And this one, maybe this is a shameless plug. I don't even know. But today, this is actually being sponsored by the No BS Newsletter. Because when we're talking about it, I'm sure you guys have been in the scenes. But honestly, if you are not subscribed to No BS Newsletter,

the only logical reason I can think of is you must hate money. So now is the time. If you go to NoBSLetter.com, you get access to what we call the most incredible free gift ever. It's like over $10,000 of money-making material for me and Dan Kennedy you get for free when you subscribe to the No BS Marketing Newsletter, which comes to you every single month in the mail. This is a personal letter from Dan Kennedy and from me talking about the most important thing you can implement in your business. This is like having us hand deliver a seminar to you every single month in the mail. And when you get the No BS News, you also get for free the behind the scenes newsletter, where I show you guys behind the scenes of our marketing campaigns, our funnels with screenshots, images, and stats,

everything we're doing. Again, this is the greatest offer of all time. All you got to do is go to NoBSLetter.com to go get subscribed to the newsletter and go get the most incredible free gift ever. And with that said, you guys, we're going to jump into the podcast. I hope you enjoy this episode. You're listening to Marketing Secrets with your host, Russell Brunson. Okay. So today's podcast episode, we're going to be talking about behind the scenes of Dan Kennedy's company. Obviously, a lot of you guys know we acquired Magnetic Marketing last year. It's been almost a year now that we've had it. And we'll show you guys behind the scenes of kind of what, like why we bought this company, what the old business model was as we acquired it, like what we did, how we cleaned it up, how we relaunched it, where we're going with it,

and a whole bunch of things along the way. And I hope that you get just a bunch of ideas for your businesses, like how to go through these things. So some backstory for those who don't know who Dan Kennedy is. He is, a lot of them consider him like the godfather of marketing. He was one of the first, if not the first people that really, uh, was in this industry, not just doing it, but also teaching other people how to do it. Um, he's been big. He was, you know, behind the scenes of writing infomercials for Gunther Ranker and, uh, you know, a bunch of big companies you'd be aware of, but he's been in the trenches forever. And then, uh, I think 1996 is when he published the very first version of the No BS Marketing Letter.

I don't have a copy of that one here, but I do have a copy of this one from May 2002. So those who are watching the video, you can see it's this newsletter. And it's like black and white, what, 10 pages stapled together. And this was their newsletter. And this is the backbone of Kennedy's company. So he launched in 1996, I believe. It's called the No BS Marketing Letter. And he ran it for a bunch of years. And the company was called Kennedy Inner Circle, I believe. It's called the No BS Marketing Letter. And he ran it for a bunch of years. And the company was called Kennedy Inner Circle, KIC.

And then eventually Dan was like, I don't want to be running a business. I want to do content, but I want to do business anymore. And so one of the people in his mastermind was Bill Glazer. And he actually sold the company to Bill Glazer. And Bill Glazer rebranded it as GKIC. So those who have been around the block for a little while like me,

remember it being called GKIC. That was the company. And it said for Glazer Kennedy Inner Circle. In fact, one funny side note. So those who have been around the block for a little while like me remember it being called GKIC. That was the company. And it's set for Glazer Kennedy Inner Circle. In fact, one funny side note. I spoke at a – I joined the mastermind. I was like all in drinking the Kool-Aid. I was in the mastermind for six years.

And my last year there before Bill had sold the company, they had me speak on stage. And I gave four presentations. And I joked because I actually spent more time on stage than Dan did at this event. And so my slides, I took the GKIC logo and I re-read it as a GKBIC. I was like, this is the Glazer Kennedy Brunson Inner Circle meeting. Thanks so much for being here. I kept calling it that. And I think I made Bill really mad because he went back to the audio video guys. He was actually Blue, who does FHL now, which is funny, and told him to pull my slide down. It had the GK, it was GKIC, see a little like carrot, had a B in the middle. And he told him to take it down,

which I thought was hilarious, but apparently Bill didn't think it was funny. But now like, you know, now looking where we are today, it's kind of funny, because I should just rename it GKBIC, just anyway. So, but I was in that world for six years, I was in Bill's Masterminds. He was my, honestly, my first big mentor.

And Bill and Dan, I just learned so much from. Even to this day, people always ask me, where do you learn marketing from? I'm like, I listened to Dan Kennedy almost daily, to this day, you know, decade and a half later, because he still brings the best insights. And so back when Bill owned the company, I had a really unique insight.

I got to know Bill really well. I had a chance to see behind the scenes what they were doing at a pretty deep level. And if you look at like their entire business ran off of this print newsletter called the No BS Newsletter, right? And so Bill's whole thought, in fact, Bill told me, he's like, I'm in the two things business. I'm in the business of getting customers and the business of retaining customers.

Like that's all I do. Everything else is an appendage to that, right? Their events, their seminars, their courses, everything was just appendages to the two goals of the business, which is I'm in the business of acquiring customers and the business of keeping customers, which is actually something, as I'm saying this out loud, I need to go back to our ClickFunnels to make that more our core priority. But those are the two things. And so he was all about how do I get people and how do I get them to stick? And then when you signed up, so they had the first version that when I got into the Kennedy world, Bill launched an offer that they called the MIFKI and MIFKI stands for most incredible free gift ever. And it was a big package of like $630 of

money-making stuff for free when you joined the No BS newsletter. So I signed up for it back in the day. I got a kit in the mail and then the newsletter started coming. I get a newsletter every single month and I would read it. And it was like having a conversation with Dan Kennedy, which was, you know, super fun. And, uh, anyway, uh, eventually I joined the mastermind group and I remember bill walking me through the process. He said that, he said that, um, you know, they have funnels, you can call them funnels back then. He's like, we have offers like the Mifki that acquire new customers is after we acquire a customer, our goal then is to ascend the customer. And so inside their company, they different levels, they had a gold level,

then a diamond level, and then like a peak performer level, and then a platinum and a titanium. And there were five or six different levels. And I remember that he said that they had someone on their team that was specifically in charge of marketing to each level. So if you came in and they, sorry, before they had like their big email list. So the email list is like unconverted leads, right? And the whole goal of the email list is to get them to sign up for membership, to become a gold member. And as soon as you became a gold member, you jumped in this bucket. And then the only job of the people marketing to the gold members is to get someone to go from gold to diamond, to send them up. And so they had different marketing campaigns,

different emails, different teleseminars back in a different direct mail campaigns, everything with the only goal is get someone to ascend from gold to diamond. And then as soon as you became a diamond member, you got bumped off of that marketing campaign list onto the diamond list. And the entire goal is to get you from diamond to peak performer. And you got to peak performers, peak to platinum, platinum, and titanium. And so that's how all their marketing sequences are built out. In fact, you would see it like when they would launch events, like they launched their super conference and the sales that would come out, it's like tickets are a thousand bucks, but if you're a gold member, it's 800 bucks. If you're a diamond member, 700 bucks, if you're, you know, whatever the thing is. And so, um,

and you could check whatever price you want to pay, but if you checked, I want the diamond level members, then they put you on continuity. Now you were diamond member. And so it got people to ascend up every time they sold them anything. When you were at their events, like when I would speak as a speaker, they wanted me to have three prices, like price for gold, diamond, and titanium or whatever. And so I had different prices on my package, um, because they wanted me to have three prices, like price for gold, diamond, and titanium or whatever. And so I had different prices on my package because they wanted every single thing was all about sending people from one step to the next. The other big thing I learned from Bill and from Dan

is when you went to their events, you'll notice I do some Funnel Hacking Live a lot. Like when I would speak at a GKIC event, they never said, this is internet marketing nerd, Russell Brunson, come on stage. They'd say, this is titanium member, Russell Brunson. Like they always, they labeled me by the level of membership I was.

And you notice the people on stage are always a platinum and titanium members. So if you want to be on stage, like I have to be a platinum and titanium member. You probably know it's fun knocking live. People always ask me, how do you get on stage? Well, notice how we introduce them. Like this is two comic club member. So-and-so speaking, this is inner circle member. So-and-so speaking, like we, uh, label them as we, speaking. Like we label them as we introduce them with level membership that they're at, which makes people want to send up, right? It's just a little strategy I learned from Bill along the way that was so cool. But their entire – like I said, their entire business ran around this No BS newsletter. Now, I remember one of my masterminds was out in – a mastermind was in Baltimore where Bill lived. I remember I was sitting at the table and we're in this big U-shaped mastermind table.

Someone's up there presenting and I was sitting next to Bill and Bill was kind of being fidgety. And I was like, everything okay? He's like, I'm just waiting for something. I'm like, what? And he's like, I sold GKIC. I'm like, what? He's like, yeah, the wire's supposed to hit today. I'm like, how much did you sell it for?

He's like, I can't tell you. But I can tell you that as soon as this wire lands, I'll never have to work again. And I was like, what? He's like, don't tell anybody. I'm like, I'm the worst secret keeper ever. You can't tell me to not tell someone and then I'm gonna go tell,

like I was just kind of freaking out, but I was so excited, right? And then he sold the company and then it went downhill fast. The company sold to a PE firm who, and hopefully they're watching this. Anyway, maybe I shouldn't. Okay, I'm not gonna make fun of them.

They didn't know what they were doing. They didn't understand the business that they bought. And I remember watching them do things. I was like, they don't understand like the heart of this business. Like they were making choices that had nothing to do with like the focus of the business is to getting, you know, to get members and keep members.

They were doing all sorts of stuff that had nothing to do with it. And these guys, this PE firm, they ended up going through, I don't know, six or seven different CEOs throughout the time. They ended up burning it to the ground. They offended most of the existing members like me and other people. And it got smaller, smaller, smaller to the point where I don't know all the stats and the details. We got to a point where basically it kind of died on the vine. And about that time, they were going to fire sell it or something. And, uh, Adam Witte, who's a, who was a GKC member, he owns Forbes books. Um, Adam was a friend of

Dan's and basically Dan said, Hey Adam, you should buy it. And so Adam bought it. Uh, and then Adam owned the company and, uh, just he doesn't know the way that the business works. Dan doesn't own any of the company. Uh, ever since Bill, Bill bought a 100% of GKC and then Dan is basically on contract to work for, to, to work for the thing, uh, which is the same relationship I have with Dan. I own the company a hundred percent and then I have a contract with Dan to write, to speak, to do things like that. Um, and so Adam, when he bought the company, Dan was working with him and then, uh, about a year into it, as you guys know, that's when Dan almost passed away.

And so poor Adam has got this new business. He's trying to launch it. The face of it kind of, you know, we all thought he died and they came back and then he wasn't able to work for like a year. It just, it got to the point where it's just the burden became too heavy for Adam as well. And then about a year ago right now actually is when I got the message from Adam saying like, hey, would you be interested in buying this company? And obviously I was like, yes, that'd be amazing.

And so we negotiated the company. I was able to get it pretty inexpensively. I'm not at liberty to talk about the actual details. It was not that expensive. And then we had a contract with Dan. A lot of the payment was financed from the future profits. So I was able to say, I'm going to pay this. I talked about this a while ago on an episode about acquiring companies.

When you acquire companies nowadays, let's say you spend, I'm just throwing a number, say it's $20 million. You don't give someone $20 million. You may 20 million dollars you don't give someone 20 million dollars you may say i'm gonna give you a million dollars i'm gonna pay you a million dollars a year for next well whatever two million a year for next five years whatever it is 100 grand a month or you figure out something where the business you buy can actually finance back the payment which is awesome and that's kind of similar we did we paid up front and then the business financed it for the next little bit till it was paid off um and so we had it and i write for funnelnel Hacking Live and that's when I was signing my contracts with Dan, I was like, speak at Funnel Hacking Live.

And then he's like, do you want to do a promotional to promote it? I'm like, no, we're not telling anybody. This is going to be the greatest secret of all time. And so we didn't tell anybody. And then obviously FHL Dan came on stage and those who were there, he freaked out and it was, it was awesome. Um, and for most people, they thought they, they thought he didn't know he had survived his accidents and stuff. And so a lot of people were just excited to see him. And it was just, it was a magical moment. And that was in, what, September of last year.

So then from September to December is when we sat back and said, okay, we got to figure out this business. Like, what is it doing? What's happened in the last decade since Bill sold it? What's good? What's bad? And luckily, there were a handful of, like like rockstar team members from the original team that were still around. And so we flew them out to Boise and we had a chance to look at everything, look at the

numbers, like here's what's working. Here's what's not working. Here's what's, and just seeing all sorts of things. And, um, and so for the most part we did is we almost shut off everything. I was like, let's just shut down everything. And this slowly relaunch things in the sequential order that makes sense. And so for me, the very first thing was like, well, how did Bill launch this company? He created a MIFKI. Let's create a MIFKI offer. And a lot of you guys have seen the MIFKI. If you haven't yet,

go to nobsletter.com and go get your copy of the MIFKI. It's the most incredible free gift ever. And basically we give an insane gift. You cover shipping and handling and you get a month worth of the newsletter. And so we created the MIFKI offer. And number two is like, and I wanted to launch the new newsletter in January just because, I don't know, I wanted to start in January so someday I can bind these in 12-month books or whatever. So I was like, January 1st,

we're launching the new version of the newsletter and we've got to make a new one. And then we had big debates back and forth because Dan Kennedy's like, Dan's like, I want it to be black and white, stapled together. That's what it's supposed to be. And in the past,

I've done newsletters that are like magazines. And he's like, no, in fact, one of the versions, someone who owned the company at one time turned into a magazine and all the members hated it because it's like, oh, I feel like I paid five bucks in a newsstand for this versus, you know, a hundred bucks for this paper off Dan's fax machine or whatever.

And so we kind of made a middle ground where we designed a version that's not a stapled together black and white, but it's not a magazine. It's kind of this individual version. And so we created a new newsletter. And then my biggest fear was like, we've got Dan's audience and we have the ClickFunnels audience. I'm like, I know that Dan's audience is going to love Dan, so that's awesome.

I was like, I'm afraid that my audience isn't going to spend enough time to really get to know Dan to stick with him, right? Partially because when I first got into Dan Kennedy World, I didn't understand it took me a while. Cause a lot of his principles, he's teaching her directives on marketing, but he's showing examples of chiropractors and dental care places and salons and stuff like that. It's like, how's this relate? It takes you a while to like bridge the gap of like, Oh my gosh, I can see how these things fit in my business. So I had this fear that all the click phones for me to come here and get an OBS newsletter and they would leave because they wouldn't, they wouldn't get it. I was like, if we're going to get people to stick, like I'd love to have something for both sides fear that all the clicker phones for me to come in here, get an OBS newsletter, and they would leave because they wouldn't get it. I was like, if we're going to get people to stick, I'd love to have something for both

sides. Plus, all the Kennedy people need more internet stuff. So a lot of you guys know, ever since I was in the GK, I see where I've been publishing a print newsletter. In fact, we published one for, man, over a decade, almost a decade and a half. And it's had different variations, the dot-com secrets letter, and then something else, and something else. And eventually it was Funnel University, which we shut down about a year ago.

So I said, I kind of want to bring back Funnel University, but a little bit different. And I want to show people behind the scenes of the online campaigns that we're running. And so that's what we decided to do is instead of having one newsletter, to have two, which is a big undertaking. Like now we write two newsletters a month, which is a lot. I mean, each of these is like, you know, 20 to 40 to 50 pages. I mean, it's almost writing like, you know, a hundred page newsletter a month. I mean, each of these is like 20 to 40 to 50 pages. I mean, it's almost writing like a 100-page newsletter a month. No, not quite. I'd say probably 50 or 60-page newsletter every single month.

So that's 600, 800, almost 1,000 pages a year. I guess it's like publishing two books a year on marketing with Dan Kennedy. So it's a lot of work on this side. And it's taken us a couple months to get in the process of it. But now, at the time I'm recording this, we are in July. And so since January, we've been two newsletters a month, um, January, February, March, April, May, June, July. Yeah. Seven months of this now. So, um, and it's finally, we have a process and the thing that it's been working and like people are anyway, even like the old timers who didn't like the newsletter when we first came out with it.

Now we're like, okay, this is turning out really good. You've done a good job. I'm like, thank you. Um, but it's been really cool. So again, if you don't have these letters, like I spend a couple of days every month, just focusing on this and how much effort we put into this. Um, I have a two hours with my interview, Dan, to get the content for this. I, uh, funnel hack a funnel and I show behind the scenes and the stats and numbers and all the details. And I show you like unique campaigns and strike. It's, it's our best stuff. Um, delivered every single month to your mailbox. So if you don't have it, like you need to get it. You'd be insane not to.

But this is the business, right? So the first phase of our business is like how do we grow the newsletter, right? Dan Kennedy or Bill Glazer 101, like step number one is how do we get new members? And so the MIFGI obviously launched and we've been buying ads and creating things. We've had about 6,000 people now who have, I think it's like 6,006 this morning, who have got the MIFGI, which is amazing. Right now, 71% of the people stay through the first month billing, which is insane.

Most continuity programs are like half of that. And so we're really proud of the initial thing of keeping members at least through the first billing. We're still working on keeping them longer, but it's been really, really good. The business has already paid, 100% paid itself off and it's profitable, which is obviously exciting and amazing. And there's a whole bunch of recurring, you know, recurring income coming from it's $97 a month to be part of the newsletter.

I think our, our newsletter revenue is like, I don't know, close to almost like $350,000, $400,000 a month. I think it's coming from the newsletter revenue, which is great. And so my big goal is obviously is like, keep fueling this. And so the first question I'm sure some of you guys are thinking, okay, we have this newsletter, you promote it, you've driven ads, like how do you scale it faster? And that's a question I keep asking myself as well. So one thing is that obviously Dan has written like 40 different books. So now we're coming back and building book funnels. And the goal of the book funnel is to get people into the MIFKI offer. So the first one we're doing is Dan wrote two books.

One's called The Ultimate Sales Letter. One's called The Ultimate Business Plan. So we're doing a funnel right now we're working on. It's going to be those two books, basically free plus shipping. You get two of Dan's, the ultimate books. And that'll bring you to the funnel, which obviously will eventually lead you to the MIFGI offer. And this is another exciting thing. So Dan and I are working on a book together.

And I think the time, I'm like 90% sure the title of the book is gonna be called The Ultimate Sales Funnel. What? So it's gonna be like the, yeah, like it'll be a trilogy of The Ultimate Sales Letter, Ultimate Business Model, and then The Ultimate Sales Funnel, which is gonna be so exciting. So we're working on that right now.

But anyway, that's the book funnel we're launching and we have other front end funnels we're launching to get people into this. And so that's all about getting new customers. Um, then the next phase of the business, this is where we're literally at right now. So I don't have stats or details for you yet, but I can tell you the strategy, what we're doing and why. Um, and then hopefully this will be going live, uh, by time, you know, honestly the next week or so. Um, so everything with the MIFCI so far has been the focus point is get people to become gold members, right?

Get them into the newsletter. We've spent seven or eight months now, like, like perfecting this process, making it good and getting, you know, all the conversions well, but also the content, right? The people like it, they're sticking, they're enjoying it. It's giving them the right stuff. It's, it's sustainable on our side to continue to produce this much, all that kind of stuff. And so now that's all in place. Now the next step is like, Hey, what's the next level?

So there's, there is already inside of Kennedy's world. There's the gold level, which is the newsletter. And then there was a diamond level. And don't ask me why he went from metals to rocks. I'm still so confused and I want to change it from so bad, but there's so much marketing out there with anyway. So we're going gold to diamonds to who knows anyway. So second here is that, um, we cut out basically all the other tiers they had in the past. We basically shut them down, moonlighted them just because I wanted to be able to focus and slowly open things that make logical sense to do. So Diamond right now, I think Diamond had like 300 members in it from –

their legacy members have been there for a long time, which is amazing. And now I want to get to that point where there's 1,000 or 2,000 or 3,000 members. Diamond is $300 a month. And so the next thing is like, okay, how do we, like, what's the process to send somebody from goal into diamond? And so we wanted to basically create a new MIFG. Now we're not calling this the MIFG, but it is like, what's an offer we can create that's so good. That's so powerful. They can only get it. They ascend to become a diamond member. And so, um, when we bought Dan's company, I got a hard drive with everything he's created in the last 40 years, which is like a gold mine going through.

And as I was, as I was going through everything, I found this one folder. It was called Diamond Faxes. And I knew there's a diamond level member. So what are the diamond faxes? I opened up. I started reading them. And these were faxes. And I talked to Molly, who has been with the company forever.

I said, Molly, what are these diamond faxes? And she said, well, from 2012 to 2019, if you know Dan Kennedy, he doesn't have an email. He just faxes things to people. So he would send a personal, he would fax all of his Diamond members a fax of his thoughts of the week, like the best marketing strategies, the best personal development,

the best, whatever he was excited about that week, he'd write a one-page fax and he'd fax it to all the Diamond members for seven years. And so I started reading these and they were, like they are so good. I've read two or three of them on the podcast in the past, but like,

they're, they're insane. Like some of these things are like, I'd pay, I would have paid a thousand dollars for Dan to tell me this. Right. And it's here in a fax. And there's seven years, like 360 of them. And don't people ever seen these are the people that run diamond during that little window of time who actually had a fax machine. So most of the world's never seen this stuff and it is insanely good. And so, um, I, I was, I'm a book nerd. So I was like, I want these in a book. And so we, uh, we published them together in this book. And then right now this book is, um, 446 pages long, uh, with I think 360 something faxes from Dan Kennedy directly to diamond members. So because it was just for diamond members, I was like, this is the hook. This is the Mifki. So the offer, in fact, you can see this if you go to

diamondupgrade.com, you get a free copy of this book when you upgrade to Diamond, right? That's the, there's the hook. There's the thing to get people in, right? This is the sexy thing. So hopefully for those who are trying to take things for themselves, like if you're trying to get someone to ascend to the next level or to stick or whatever, like what is the sexy thing that they want so bad? Like Diamond members want this. I'm hoping you want this. I wanted this.

Like it is one of my favorite books that we've ever – anyway, it's amazing. So you create an amazing offer and they come in. So that will get some people to ascend up, right? Then you need the – Bill Glazer, right? I mean the getting members and keeping members business. So we get them in. This is a big hook that will get people to ascend up. And they may ascend up because they want the book and then descend back down or cancel

whatever, which is fine. But I want, I want to keep people. So it's like, how do we make this offer? Like how do we make us people stick forever? So the next question is like, well, what do diamond members get? Right. Now each month, Dan does a masterclass. They're just for diamond members. These are like full video production where you can sit down and listen to Dan, which are amazing. Um, another cool thing we was they created Dan Kennedy's search engine, which basically goes back to all the newsletters back to like 1996 and put them in the search engine where you could go and type in Disney and it shows all of the times that Dan's ever written about Disney. You can go find those. You can type in Russell Brunson. You see all the times that he ever mentioned me. You can type in

whatever. And so we create the search engine. We plug that in, which is really good as well, right? So the search engine that you sell for two grand, you get as a diamond member. You get the book as a diamond member. And then I was like, I want people to stick. I never want them to leave. Like what do we have that's sticky? You know, one of the most powerful things about ClickFunnels is that people, they stick for a long time, right? So like how do I get these people to stick?

And one thing that Bill used to always tell me is like stick is about creating pain and disconnect. When they disconnect, you know, like it's hard for them to quit Click click funnels because if you quit like you lose your funnels, right? Like so there's big pain and disconnect which keeps people around we're traditionally with info product membership sites stuff There's no pain to disconnect that you cancel you you cancel right and so for diamond like how do we create a pain to disconnect? And then we had this idea and when I used to go to Kennedy's events back in the day they They would like sell all their different courses. But then if you go back, they had all the courses like on this big, huge thing. And they had one product called the Whole Enchilada, which is basically like $25,000 or $30,000.

And he would just ship you one of everything. And it was so cool. It was called Whole Enchilada. So I was like, what if we gave people who came to Diamond a Whole Enchilada? I mean the problem is then you log in and you're like, here's every course Dan's ever had, which is kind of cool. But I was like, what would be more powerful? And to get people to stick is like, what if we create this whole enchilada? But they have access to everything, but they only get to pick like one or two courses a month, right?

And it's every course Dan's ever created in the last 40 years. They're all in there. And each month you log in, you get two tokens or two credits or whatever it is where you can go and unlock a course, right? So you're like, oh, I want a speaking from stage. You click a button, it unlocks, and now you have access to it. And then you have it for forever. But if you ever cancel, you lose access to all the ones you've course, right? So you're like, oh, I want a speaking from stage. You click a button, it unlocks, and now you have access to it. And then you have it for forever. But if you ever cancel, you lose access to all the ones you've unlocked, right?

And each month you unlock more and more. Similar to how Audible does it, right? And other companies. And so we're building that infrastructure in the members area right now. It should be done before this officially goes live here soon. But it's the goal, again, here's the offer to get people to send up

and then have them get the stick. We make it where there's pain and disconnect. We unlock things and give them things. But then if they leave, they lose these things, right? You could go re-sign up, but then you got to go and each month earn your courses back until you have all the different courses. And so just some things we're doing strategically. And again, we haven't launched Diamond yet.

I don't know what the conversions or numbers or anything are going to be, but that's the things we're doing because we know that's the next tier to really get people in here. Okay. Other things I want to kind of mention, just again, visualizing where I'm going in the future. So we've got the gold level, we got the diamond level. I do know there's going to be a third level, um, which is going to be our high ticket level. I don't know what that is yet. Um, some of you guys have been watching click funnels. You know, we recently launched our certification program, which sold really, really well. Um, part of me is thinking about launching

like a marketing consulting certification program that goes based off Dan's teachings. I'm not sure about that. We're also working – well, there's other potential partnerships that potentially will be going into gold and the diamond where it's more than just Dan. Other amazing people, but I'm not sure yet. Anyway, we're still trying to figure those pieces out. But if you look at – again, I'm always looking at like what are the different funnels, different businesses businesses and different industries that are working well? Uh, one of the ones I've been watching really closely back, she's speaking at Funnel Hacking Live is Brooke Casillo. And if you look at Brooke, she has a $300 a month membership site, which is very similar to Diamond Level. And then she's got

a $21,000 certification program. And she has one of the most successful info product businesses in the world. So I'm looking at that like, man, how do we create something similar? We have the, the $300 a month level, but then you have this higher end certification that's amazing. So I've been talking to Dan about that. We may or may not do that. I haven't decided yet, but that's something that after we've executed on correctly,

the diamond level, we have, you know, this is gold's growing and diamonds growing and people are sticking to both sides. That'd be the next thing for us to tackle is that, which would be cool. Hey, funnel hackers, let me paint you a picture.

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Why'd you buy it? And there are a couple of reasons, right? There's a reason, like I want to work with Dan Kennedy. Number two, I want to extend his legacy. Like he's had such impact on me. I want to do it. Number three, like, I love this game. Like, building funnels, these things are so much fun.

Finding, like, diamonds in the rough, like Dan Kennedy's faxes is, like, it's greater than – it's like treasure hunting. Like, it's so much fun. So I'm enjoying that part of it. But what I'll send out, like, the reason why we're building this company is because, man, probably three years three years ago I had the thought, like we need to create more non Russell based front ends. Like if I'm the front end of everything in ClickFunnels, then if I hit by a bus, what happens to ClickFunnels or someday we want to sell ClickFunnels, boom, the book fell, Facebook fell. Uh, if we want to sell ClickFunnels, what happens, right? Like there's all these, these things, I don't know the answer, but I just know that if I'm the front end of everything, ClickFunnels, that's,

it's going to be hard. So I was like, I need to create more non-Russell based front ends. And so when we look at Dan Kennedy, he's got 40 books, he's written, he's got newsletters, he's got courses, he's got books, he's got all these amazing things. I think these are a whole bunch of non-Russell based friends I can use to get people who are marketers, who are entrepreneurs into a conversation where now I can expose them to click funnels and the, my books and other things like that. And so really, as much fun and as profitable as this business is in and of itself without anything else, its core goal, its core purpose for existing and being is to find people and either turn them into entrepreneurs or find entrepreneurs, bring them in, train them on

good marketing principles, and then from there, send them into ClickFunnels. And that's really the end all be all, right? Like as much fun as I'm having this company, if it wasn't for that purpose, it doesn't make a lot of sense. Now, some of the virtual real estate properties like Zoom and Juice and AuBond brought there, they're not front ends for ClickFunnels necessarily. Those are more to feed Russell's ADD and have some fun and just to keep me sharp in the game. All those are going to be businesses that eventually get sold off, right? Something like this, again, the Marketing Secrets Russell brand, the Magnetic Marketing Dan Kennedy brand, these are things that I want to keep for forever because I'm so passionate about these as businesses,

as front ends and things like that. So I think those are the core things I want to talk about right now inside of the Dan Kennedy business. So that's some of the reasons why we did it, how we're doing it, where it came from, where it's going, what we're doing. And hopefully from that, you got insights of how you can use some of these principles in your business, how to get people to sign up for your newsletters or your membership sites or whatever.

How do you get them to stick? How do you get them to ascend? And then after that, like where do you take people? What's the process? I hope this gives you some ideas for that. So that's the thing. Thank you guys so much for listening.

If you've enjoyed this episode of the podcast, please share it with other people. share it with people on your team, share it with the spouse, share it with, uh, in your favorite marketing group on Facebook or, uh, text it out to your text list or whatever. Let people know about it. If you're enjoying it, that's how we get the word out. Um, I will keep sharing behind the scenes of all these fun things. If you guys do that, if you want to see actual physical behind the scenes screenshots, make sure you get, uh, subscribe to newsletter because, uh, twice or once a month you get the behind the scenes newsletter where I'm showing screenshots of page, every single page. I think month two, I showed the MIFG and I went through detail stats.

Here's page one, page two, what it converted at, like what the conversion numbers, like, like I'm showing you guys all like behind the scenes of all this kind of stuff's all in the behind the scenes newsletter. You get that for free when you join the no BS newsletter. So if you're going to no BS newsletter.com or no BS letter.com, sorry, NoBS letter.com, you can subscribe there. And then lastly, if you have any questions about this episode, about Dan Kennedy, about the newsletter, about this business, please go to marketing seekers.com. And there's a spot there where you can go and you can leave me a personal message. When I do the next update on the Dan Kennedy business, I will listen to the ones you guys posted about that. And I can answer your question live. Or if you have another marketing question, go to marketingsecrets.com and let me

know. On top of that, if you want to watch the video version of this podcast, uh, and get the show notes, uh, transcripts, all that kind of stuff. They're also at marketingsecrets.com. Just look for the Dan Kennedy, no BS episode number one. Uh, you'll find all that stuff there as well. So that said, thank you guys so much for listening. I appreciate you. Hope you enjoyed this episode and I'll see you on the next episode of the marketing secret show.