Dan Kennedy

Advertising, you know, not much more than a logo and a picture of a building. And we've been in business since 1936. There's your ad, right? So he was a pretty big heretic. And very theatrical. Ogilvy, most of the time in New York, he roamed around wearing a cape. And he drove a big ass Rolls Royce, killed himself to get the Rolls Royce ad account, which he said was a terrible account to have.

Very hard to advertise Rolls Royces. He did come up with a great ad, of course. But so he used to park this thing right in front of his offices illegally every day, pay the tickets, and go to lunch wearing a great big velvet cape and a book. So you will almost 80% of the time in any of the models you see, you're going to find a book.

Very hard to advertise Rolls Royces. He did come up with a great ad, of course. But so he used to park this thing right in front of his offices illegally every day, pay the tickets, and go to lunch wearing a great big velvet cape and a book. So you will almost 80% of the time in any of the models you see, you're going to find a book.

Very hard to advertise Rolls Royces. He did come up with a great ad, of course. But so he used to park this thing right in front of his offices illegally every day, pay the tickets, and go to lunch wearing a great big velvet cape and a book. So you will almost 80% of the time in any of the models you see, you're going to find a book.

Not only in the contemporary models are you going to find podcast, YouTube channel, right? You're going to find the new media as well as the book used in the same way, right? It allows people. To find you. But to get them to go look. You have to stir up all this. Where they already are.

Not only in the contemporary models are you going to find podcast, YouTube channel, right? You're going to find the new media as well as the book used in the same way, right? It allows people. To find you. But to get them to go look. You have to stir up all this. Where they already are.

Not only in the contemporary models are you going to find podcast, YouTube channel, right? You're going to find the new media as well as the book used in the same way, right? It allows people. To find you. But to get them to go look. You have to stir up all this. Where they already are.

Uh, so like a lot of people have abandoned trade journal advertising in niches and they shouldn't have, cause it's a great place to start this. Um, readership still about 20% of an association and the rates are cheap because people are abandoning print, you know, and so forth. Um, um, Jay Abraham had an ad he used a number of times. It's really a great ad.

Uh, so like a lot of people have abandoned trade journal advertising in niches and they shouldn't have, cause it's a great place to start this. Um, readership still about 20% of an association and the rates are cheap because people are abandoning print, you know, and so forth. Um, um, Jay Abraham had an ad he used a number of times. It's really a great ad.

Uh, so like a lot of people have abandoned trade journal advertising in niches and they shouldn't have, cause it's a great place to start this. Um, readership still about 20% of an association and the rates are cheap because people are abandoning print, you know, and so forth. Um, um, Jay Abraham had an ad he used a number of times. It's really a great ad.

I think Halbert wrote it, but I'm not sure. He used it in insurance and he used it in medical... The headline was, who is this man and why is he saying these terrible things about your professor? Or who is this man and why is he saying these terrible things about your business? And he would then play this game in the end, right? And with a little time, of course, opposition arose.

I think Halbert wrote it, but I'm not sure. He used it in insurance and he used it in medical... The headline was, who is this man and why is he saying these terrible things about your professor? Or who is this man and why is he saying these terrible things about your business? And he would then play this game in the end, right? And with a little time, of course, opposition arose.

I think Halbert wrote it, but I'm not sure. He used it in insurance and he used it in medical... The headline was, who is this man and why is he saying these terrible things about your professor? Or who is this man and why is he saying these terrible things about your business? And he would then play this game in the end, right? And with a little time, of course, opposition arose.

And he would quote, and now I add the opposition to the ad, right? And they were great lean generation campaigns. Now, in today's world, an ad like that would be a lot more productive because there's a lot more ways for the curious to go find him And start to, you know, get cooked in his environment. That ad will drive people to Amazon. It will drive people to TikTok.

And he would quote, and now I add the opposition to the ad, right? And they were great lean generation campaigns. Now, in today's world, an ad like that would be a lot more productive because there's a lot more ways for the curious to go find him And start to, you know, get cooked in his environment. That ad will drive people to Amazon. It will drive people to TikTok.

And he would quote, and now I add the opposition to the ad, right? And they were great lean generation campaigns. Now, in today's world, an ad like that would be a lot more productive because there's a lot more ways for the curious to go find him And start to, you know, get cooked in his environment. That ad will drive people to Amazon. It will drive people to TikTok.

It will drive people to LinkedIn. It will drive people, right? And so as long as you're there, that ad now is infinitely more productive than it was pre-internet. You know, as I think you know, the You know, there's three media choices, right? There's online only, there's offline only, and there's integrated media. And the only sensible one is integrated, you know, is integrated media.

It will drive people to LinkedIn. It will drive people, right? And so as long as you're there, that ad now is infinitely more productive than it was pre-internet. You know, as I think you know, the You know, there's three media choices, right? There's online only, there's offline only, and there's integrated media. And the only sensible one is integrated, you know, is integrated media.

It will drive people to LinkedIn. It will drive people, right? And so as long as you're there, that ad now is infinitely more productive than it was pre-internet. You know, as I think you know, the You know, there's three media choices, right? There's online only, there's offline only, and there's integrated media. And the only sensible one is integrated, you know, is integrated media.

Because each media always creates spinoff traffic events. to other media, and if you aren't there to capture it, you lose it. When you have opposition to you being voiced, that drives traffic. And as long as you're there to get it, and then carry that message forward, you benefit from all the opposition.