Dan S. Kennedy - Making Them Believe: How One of Americas Legendary Rogues Marketed The Goat Testicles Solution and Made Millions

T his is one killer book! I read it from cover to cover, non-stop, annoying all in my home. I couldnt put it down. It reads like a Grisham novel but lays out a 21-step blueprint for business success. My warning to readers: after consuming, if you fail to get a marketing erection (enormous inspiration), seek professional help immediately!

JERRY JONES

One of the leading dental practice marketers in America. Jerry has delivered tens of thousands of patients to dental practices year after year, with his innovative advertising, direct-mail and marketing campaigns. ButtslnOps.com. JerryJonesDirect.com

captured and held my Interest from first to last page. Getting an In-depth look at the marketing gambits of the amazing Dr. Brinkley is fascinating enough, but the dissection and analysis provided by Dan Kennedy and Chip Kessler is fascinating and valuable!

DR. CHRIS TOMSHACK

CEO, HealthSource Chiropractic, the worlds largest franchise organization in the chiropractic profession. HealthSource has been recognized by Entrepreneur Magazine as the leading franchise organization in the health services category for two consecutive years. HenithSourceChiro.com. HealthSourceSuccess.com

Dan Kennedy and Chip Kessler do a brilliant job presenting one of American historys most interesting, imaginative entrepreneurs, Dr. John Brinkley. Whether you find Dr. Brinkley charming or villainous, you have to be in awe of his outrageous marketing antics - and you will find countless marketing ideas In his work useful for any business.

DR. GREG NIELSEN D.C.

Dr. Nielsen had the good fortune of finding Dan Kennedy 25 years ago when first graduated from chiropractic collegeand he has never looked back! Docs own exceptionally effective and unusual marketing is frequently featured in Dans newsletters and books. wwwDocNielsenList.com

IMPORTANT
INTRODUCTORY
MATERIAL

I F Y OUR E RECTION L ASTS
L ONGER T HAN F OUR H OURS

By Dan S. Kennedy

A s I write this page, I am a few weeks into my 35th year breathing, eating, sleeping and earning my living with advertising, marketing and promotionin many ways, making hay from hype. I am not at all ashamed of that truth. I love my work. So I am a great fan of outrageous, over the top advertising and marketing, all the way to flim-flammery.

One of my favorites, as I write this, is the widely run, extremely successful campaign for Amish heatersactually ordinary space heaters designed to look like fireplaces, stuck inside rolling wood boxes with mantles, those; (only) the wood boxes manufactured by Amish craftsmen and then sold at premiumor if you prefer, inflatedprices via copy-rich, story-rich full-page newspaper ads, magazine ads, direct-mail pieces and even a TV infomercial. Ironic, since the Amish cant even have these things in their own homes or see the infomercial selling them. Amusing, because the Amish have nothing whatsoever to do with the furnace', only its wood frame. But a benign, pretty much harmless flimflam. The ad is a masterpiece, and I admire it like I imagine a connoisseur of art admires a great painting hung in a museum.

Another favorite, contemporary flim-flam is the now ten year old, still daring presentation by the Subway chain of eating gigantic, foot-long loaves of bread as a path to weight loss. Another is Starbucks calling its small coffee a Grande.

Anyway, that gives you a bit of insight into my twisted mind. I have studied the lives and, to the greatest extent possible the marketing and promotion strategies of great flim-flam artists like Barnum and Houdini, and this book owes some debt of inspiration to a book about Barnums marketing by a friend of mine, Joe Vitale: Theres A Customer Born Every Minute. Modern-day Barnums fascinate too, like Trump. But the most audacious from past centuries fascinate most, as they had to pull off their grandiose schemes and escapades without the array of media and ready access to it that we have today. One can only imagine the havoc this books subject, the rascally Dr. Brinkley might have wrought, had he had the Internet, e-mail, Twitter, YouTube and TV infomercials to work with.

When I first found and read Pope Brocks brilliantly written book Charlatan, about Dr. John Brinkley, I couldnt wait to get copies into the hands of my friends in the marketing world, and to recommend it in my newsletters. Dr. Brinkley was in the erectile dysfunction treatment business before blue pills or TV commercials, instead selling surgical grafting of goat testicles to men in need. Yes, you read that right. Then when I discovered that within the Glazer-Kennedy Insiders Circle Membership*, we had the husband of a direct descendant of John Brinkley, himself an able marketer and passionate student of the game, and in possession of insider knowledge about Brinkley, and with access to a vast archive of Brinkley ads, pamphlets, sales letters, radio broadcasts and the like, I was kid at entry to candy store eager to explore. That led to this book, to which Ive happily contributedalthough, frankly, my co-author Chip Kessler, husband of a cousin of the less-than-esteemed Dr. Brinkley, did the lions share of the work. In addition to this book, Chip and I have also collaborated on a much more in-depth Course on Brinkley marketing strategies, introduced at the end of this book.