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

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

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IN THIS BOOK---DISCOVER...Dynamic pathways to Maximum AUTHORITY---so that you are sought out and your prescriptions accepted without question; two kinds of CLARITY essential for marketing success---missing from most businesses; THE question to ask yourself, that, when answered, dramatically multiplies the power of advertising and elevates you above all competition; the 3-Step Brinkley Blueprint for savvy use of media---the trap most businesspeople fall victim to; a most radical, revolutionary change to your entire approach to selling---why the sale delayed can be the sale more easily made; the Brinkley Prescription for virtually unlimited PRICE ELASTICITY & the all-time, best-ever answer to any and every price objection; and the Brinkley Secret to BEING ADMIRED---as means of attracting customers especially eager to do business with you. INCLUDED: TRANSCRIPT of a Brinkley Radio Broadcast ...ARCHIVE EXAMPLES of actual Dr. Brinkley sales literature and sales copy from his advertising. PLUS, MONEYMAKING SECRETS & LESSONS FROM Napoleon Hill (author, Think and Grow Rich), Donald Trump, Martha Stewart, Dr. Atkins, Zig Ziglar, Dave Thomas (Wendys), and Avatar.

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How One of Americas Legendary Rogues Marketed The Goat Testicles Solution and - photo 1

How One of Americas Legendary Rogues
Marketed The Goat Testicles Solution
and Made Millions

MAKING THEM BELIEVE The 21 PRINCIPLES and LOST SECRETS of DR JR - photo 2MAKING THEM BELIEVE The 21 PRINCIPLES and LOST SECRETS of DR JR BRINKLEY-STYLE - photo 3
BELIEVE

The 21 PRINCIPLES and LOST SECRETS of DR JR BRINKLEY-STYLE MARKETING - photo 4

The 21 PRINCIPLES and LOST SECRETS
of DR. J.R. BRINKLEY-STYLE MARKETING


DAN S. KENNEDY
AND CHIP KESSLER


MAKING THEM BELIEVE Copyright 2010 Dan Kennedy and Chip Kessler No part - photo 5

Picture 6MAKING THEM Picture 7
BELIEVE

Copyright 2010 Dan Kennedy and Chip Kessler

No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from author or publisher (except by a reviewer, who may quote brief passages and/or show brief video clips in a review).

DISCLAIMER: The Publisher and the Author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that the Publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional person should be sought. Neither the Publisher nor the Author shall be liable for damages arising herefrom. The fact that an organization or website is referred to in this work as a citation and/or a potential source of further information does not mean that the Author or the Publisher endorses the information the organization or website may provide or recommendations it may make. Further, readers should be aware that internet websites listed in this work may have changed or disappeared between when this work was written and when it is read.

ISBN: 978-0-98237-938-7 (Paperback)
Library of Congress Control Number: 2010922103

Published by:

G LAZER -K ENNEDY P UBLISHING
An Imprint of Morgan James Publishing

1225 Franklin Ave Ste 32, Garden City, NY 11530-1693
Toll Free 800-485-4943
www.MorganJamesPublishing.com

Cover/Interior Design by:
Rachel Lopez

The Readers

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

introduction

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.

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