Why I Bought Dan Kennedy's Life Work And Magnetic Marketing

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YouTube Transcript: English (auto-generated)

00:00

[Music]

00:00

okay so let me tell you about dan

00:03

kennedy dan kennedy dan kennedy and

00:05

kennedy kennedy dan kennedy

00:07

hi this is dan kennedy regardless of

00:09

your business online offline or both i

00:11

met dan kennedy

00:13

early in my entrepreneurial journey i

00:16

was in college actually i remember i was

00:18

trying to figure out how to do postcard

00:20

marketing and i came across this you

00:21

know weird old guy named dan kennedy um

00:24

and i just remember at the time thinking

00:27

this guy has no idea what the internet

00:30

is

00:31

when i got into it i realized that what

00:32

dan was great at was all the things that

00:34

actually mattered and and that it was

00:37

this idea of the medium

00:39

through which the marketing is done

00:40

whether it was you know direct mail

00:42

or heck the yellow pages or the internet

00:45

um that’s not the thing that actually

00:46

matters it’s it’s the message so i’ll

00:49

quickly show you here’s a lead

00:52

generation ad

00:54

i don’t think there’s anybody ever

00:56

period that has had a bigger impact in

00:59

the field of direct response advertising

01:02

and marketing

01:03

than dan kennedy his direct response

01:06

marketing approach is what has spawned

01:09

all of these companies events

01:11

masterminds you name it he is a

01:14

marketing master who has taught an

01:17

untold number of experts that are now

01:19

leading it

01:20

i learned opportunity marketing through

01:22

dan i learned replacement is always

01:24

better than improvement i learned a good

01:26

pair of boots are always better than a

01:28

good pair of shoes

01:29

you know these like they’re not really

01:31

lessons they’re kind of laws that you

01:33

live by so this is an ad that ran in

01:36

comic books

01:37

he’s written 30 some books and i have

01:40

all of them any information is as

01:42

valuable in today’s world as it was when

01:45

he wrote the books that’s why you want

01:47

to look at the gold and the old

01:49

it is timeless you’ll be able to get

01:52

useful things that will serve you

01:53

throughout life as opposed to learning

01:55

what color a button should be or how to

01:56

run a particular thing in facebook

01:58

that’s only good until everybody knows

02:00

what that tactic is

02:02

so the first time i heard who dan was or

02:04

even heard his name mentioned was

02:05

actually from russell brunson so i

02:07

bought all the books that i could find

02:08

on amazon and i i sat down and i read

02:10

all of them and then i went and bought

02:13

the courses off the gkic website and

02:15

went through probably about half of

02:17

those

02:19

and that is what gave birth to the model

02:21

that became gem launch which ended up

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doing 28 million dollars in revenue and

02:26

17 million dollars in profit in its

02:28

first full complete calendar year

02:30

i would say that literally every dollar

02:33

that i’ve given to dan kennedy and i

02:35

mean this 100 sincerely has returned

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back to me 10 000 fold

02:41

that’s

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advertising we’re setting right now in

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one of the biggest marketing events in

02:45

the world

02:46

that we own

02:47

i don’t think we would have ever pulled

02:48

it off without the advice of dan kennedy

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the legend of dan kennedy should be

02:54

ignored at your own peril so this is

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where we go for a growth his ripple

02:59

effect touches people who don’t even

03:01

know his name dan’s work is timeless

03:03

forever forever you will never ever meet

03:06

a better teacher i have no one to think

03:08

for that besides dan

03:09

if you look at all of the greatest

03:11

marketers that you see today every

03:13

industry every market and you start

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tracing back

03:16

all roads literally lead back to dan he

03:18

was the beginning he was where all this

03:20

stuff started from the world as we know

03:22

it was changed because dan kennedy

03:24

became obsessed with marketing

03:29

[Music]

03:36

the answer to the single most important

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question anybody’s going to ask you as

03:40

long as you’re in business here’s the

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question

03:42

why should i your prospective customer

03:45

client or patient choose to do business

03:47

with you versus any and every other

03:49

option available to me which includes

03:51

doing nothing

03:53

available

03:58

the very first time i heard about dan

03:59

kennedy um i had heard people talking

04:01

about him so i decided i’m gonna go and

04:03

find out who he is and what he talks

04:04

about

04:06

and i remember i actually bought an old

04:07

cd course of his on ebay

04:09

i started listening to it at first i did

04:11

not connect with it at all he was kind

04:13

of grumpy he was talking about these old

04:15

marketing principles i was like this

04:16

does not apply to my internet business

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there’s no way this is useful and so i

04:19

discounted i threw it away and i stopped

04:21

listening to it and then a couple months

04:22

later

04:23

my yard flooded and i had to spend eight

04:25

hours digging out the entire thing to

04:27

fix the pipe and while i was doing that

04:28

i had nothing to listen to this is

04:30

before iphones before ipods before

04:32

podcasts and so i grabbed these guy

04:33

kennedy cds i started listening to him

04:35

while i was digging out my front yard

04:36

and within about an hour i got it i was

04:39

like oh my gosh i almost discounted this

04:41

because i thought he was talking about

04:42

old school marketing and what i didn’t

04:44

realize was he’s talking about the

04:45

foundational principles of marketing

04:47

that applied to every business and as i

04:49

started learning i became obsessed and

04:51

that was the day i became a dan kennedy

04:53

fan

04:55

what i learned about fax marketing it

04:57

literally is 100 applicable to how i use

04:59

my email marketing today what i learned

05:01

about him from renting lists and writing

05:03

copy and direct mail are the same

05:05

principles i use now on my squeeze pages

05:07

on my sales letters

05:09

and all of it relates it’s just

05:10

understanding how do we take it from

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this channel to the channels that we use

05:14

today you coined the phrase lead

05:16

generation magnet which a lot of people

05:18

are using g really shocker

05:20

[Music]

05:22

and then one day about two years ago i

05:24

actually got a message from frank kern

05:27

hey dude um i’ve got uh pretty

05:30

unfortunate news my man dan kennedy he

05:33

uh he passed away last night dave d said

05:35

they had upped his pain medication and

05:38

that killed him

05:40

i don’t know the best way to explain

05:41

this other than to tell you that

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a couple days later he found out he

05:44

hadn’t died

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but that he was on his death bed and

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i think most people on the internet

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thought he had passed away in fact i

05:52

started seeing

05:53

person after person posting tributes

05:55

talking about how dan kennedy changed

05:56

her life like the impact that he had had

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it made me sit back and think about the

06:00

impact he had in my life as well in fact

06:03

dan doesn’t have an email address so i

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couldn’t send him an email so i

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literally wrote him a fax and letting

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him know how much he meant to me and how

06:09

he changed my life personally in the

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lives of so many people all my funnel

06:12

hackers had been affected because of his

06:14

legacy

06:17

one of the final things he did which was

06:18

crazy

06:19

on his deathbed is he literally

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wrote what we call a stick letter a

06:23

stickler something typically when

06:25

someone buys a product from you put a

06:26

stick letter they read that gets them to

06:28

be more likely to stick with the product

06:29

and not refund it or ship it back in

06:32

so

06:32

think about how hardcore this guy was

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that on his deathbed he’s writing copy

06:39

and he sent out to all of the members

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letting us know he was going to die and

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that we need to stay on as as members

06:45

and help his legacy um and the things he

06:48

had started to help it live on i already

06:50

had a tremendous amount of respect for

06:52

dan but my gosh the stick letter copy

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from deathbed

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that’s hardly something

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his final act was to write a stick

07:01

letter the greatest of all time like the

07:03

go the the greatest direct response

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marketer to ever live on this planet

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and then um i think all of us were kind

07:09

of waiting with bated breath like when’s

07:11

yeah like is he gonna die like one’s

07:13

gonna die like what do we do like no one

07:14

really knew what to do and over the next

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couple weeks and then eventually months

07:18

we started hearing news that like not

07:20

only had he not died but he actually was

07:22

kind of recovering and a lot of people

07:23

didn’t believe a lot of people were just

07:24

like no he died like you know on the

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internet there was there was rumors

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going both directions and

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but over time we found out that he

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hadn’t died he was actually doing well

07:32

and he was getting back to work and he

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was

07:34

and um for me as

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you know arguably one of his biggest

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fans i was like if he’s here on this

07:39

earth i want to see like what else can i

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do with him can i can i pay him for

07:43

consulting can i ask him my questions

07:44

like all the things i would have done

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had i known i had time like i had tons

07:48

of questions i always wanted to ask

07:49

about clickfunnels what would you do if

07:50

you were me like this entire company

07:52

this entire business was built off of

07:53

the foundation of the principles i

07:55

learned from dan and i always wanted to

07:57

go to him i wanted to go to the wizard

07:59

of oz and be like what would you do if

08:00

you were me and where i thought i had

08:02

missed that opportunity now i thought

08:03

this opportunity might be back it was

08:05

just one of those moments like how do i

08:07

how do i reconnect with dan what i want

08:08

to do

08:10

and then one day i got an email

08:12

and it was an email from the person who

08:14

actually owned dan kennedy’s company

08:16

saying that they were looking at selling

08:17

it

08:18

i remember seeing this letter come back

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and i sat back and i was like

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oh my gosh like what if

08:24

like what if i could be that person who

08:26

takes dan’s legacy and has an

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opportunity to try to extend it

08:31

[Music]

08:34

without any further ado i want to

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officially announce the acquisition

08:38

click funnels has just acquired magnetic

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marketing dan kennedy’s company i’m so

08:43

excited for a couple reasons number one

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for me as like probably dan’s biggest

08:48

fan i’m so honored to have a chance to

08:50

take my mentor’s work and be able to

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take this and pass on to the next

08:53

generation of marketers i was 20 years

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old when i ran into this stuff and it

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changed my life forever i want to be

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able to bring that to the next

08:58

generation of entrepreneurs help change

09:00

their life as well that’s number one but

09:02

number two and more importantly is for

09:04

you guys like i want to be able to take

09:05

these principles from dan and give them

09:07

to you so you have a more holistic

09:08

understanding of business right now all

09:10

the things people are teaching on the

09:11

internet are these tactics like like the

09:13

the things that are here that are that

09:15

work today but are gone tomorrow the

09:16

fleeting things the reason why i’ve been

09:18

in business for over two decades now

09:20

because my business was not built on

09:22

these fly-by-night tactics it’s because

09:23

i’ve built it on a solid foundation on

09:25

strategies the best marketers in the

09:27

world so i’m going to be giving you guys

09:28

these strategies from dan to help grow

09:31

your econ business for you to be able to

09:33

take your coaching businesses and grow

09:35

them and scale them at levels you never

09:36

thought were possible damn changed my

09:37

life and it’s going to change your life

09:39

as well

09:53

[Music]

09:59

you

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