Dan Kennedy

So the main company that I worked with was attacked on 60 Minutes. Yeah. And the owner of the company was an idiot. And he spent four days on his yacht with Morley Safer and a camera crew. I mean... And it was pretty bad.

I mean, it was a pretty good hatchet job about this company teaching everybody, all these chiropractors, how to rip patients off and take $20,000 and $30,000 from them all at one time. I mean, it was pretty ugly. But for five years, we used, as seen on 60 Minutes, and... and has seen on CBS. So, you do have to be prepared.

I mean, it was a pretty good hatchet job about this company teaching everybody, all these chiropractors, how to rip patients off and take $20,000 and $30,000 from them all at one time. I mean, it was pretty ugly. But for five years, we used, as seen on 60 Minutes, and... and has seen on CBS. So, you do have to be prepared.

I mean, it was a pretty good hatchet job about this company teaching everybody, all these chiropractors, how to rip patients off and take $20,000 and $30,000 from them all at one time. I mean, it was pretty ugly. But for five years, we used, as seen on 60 Minutes, and... and has seen on CBS. So, you do have to be prepared.

Well, so I have that same side of my conference room because people haven't stopped voicing the idea in 50 years. And there's very little difference in any business, right? The structure, somehow we have to attract people to the business, right? And we have to sift and sort them between appropriate for that business and inappropriate for that business.

Well, so I have that same side of my conference room because people haven't stopped voicing the idea in 50 years. And there's very little difference in any business, right? The structure, somehow we have to attract people to the business, right? And we have to sift and sort them between appropriate for that business and inappropriate for that business.

Well, so I have that same side of my conference room because people haven't stopped voicing the idea in 50 years. And there's very little difference in any business, right? The structure, somehow we have to attract people to the business, right? And we have to sift and sort them between appropriate for that business and inappropriate for that business.

And if we bring them in as leads, then we have to convert them to a sales opportunity of some kind. If we bring them direct to a sales opportunity, those are the only two paths there are. And then a sale has to be made. And in many cases, the game begins because your customer acquisition cost is equivalent to or greater than the sale. So that's the same with every business.

And if we bring them in as leads, then we have to convert them to a sales opportunity of some kind. If we bring them direct to a sales opportunity, those are the only two paths there are. And then a sale has to be made. And in many cases, the game begins because your customer acquisition cost is equivalent to or greater than the sale. So that's the same with every business.

And if we bring them in as leads, then we have to convert them to a sales opportunity of some kind. If we bring them direct to a sales opportunity, those are the only two paths there are. And then a sale has to be made. And in many cases, the game begins because your customer acquisition cost is equivalent to or greater than the sale. So that's the same with every business.

some businesses are the economics are harder right a Dairy Queen obviously customer acquisition cost needs to be a lot lower than a Lamborghini dealership but then there's offsetting benefits to owning 10 Dairy Queens rather than owning so everybody is quick to discredit methodology when they haven't seen it applied directly to what they define their business as.

some businesses are the economics are harder right a Dairy Queen obviously customer acquisition cost needs to be a lot lower than a Lamborghini dealership but then there's offsetting benefits to owning 10 Dairy Queens rather than owning so everybody is quick to discredit methodology when they haven't seen it applied directly to what they define their business as.

some businesses are the economics are harder right a Dairy Queen obviously customer acquisition cost needs to be a lot lower than a Lamborghini dealership but then there's offsetting benefits to owning 10 Dairy Queens rather than owning so everybody is quick to discredit methodology when they haven't seen it applied directly to what they define their business as.

And it backs all the way down to what do you define your business as? So most people will always answer that question with their deliverable. So they will say they have a dental practice. or they have an e-commerce site or they have a shoe store or they have a restaurant or I'm in the insurance business. So they, they will give you the deliverable answer. And that then causes this.

And it backs all the way down to what do you define your business as? So most people will always answer that question with their deliverable. So they will say they have a dental practice. or they have an e-commerce site or they have a shoe store or they have a restaurant or I'm in the insurance business. So they, they will give you the deliverable answer. And that then causes this.

And it backs all the way down to what do you define your business as? So most people will always answer that question with their deliverable. So they will say they have a dental practice. or they have an e-commerce site or they have a shoe store or they have a restaurant or I'm in the insurance business. So they, they will give you the deliverable answer. And that then causes this.

My business is not like that business. So what that business does can't apply to me. If they more intelligently think of themselves as being in the marketing business with a deliverable that is far less important than is the marketing now they get closer to gee all businesses are really the same it's a big impediment for a lot of people Many times they don't realize they're doing it.

My business is not like that business. So what that business does can't apply to me. If they more intelligently think of themselves as being in the marketing business with a deliverable that is far less important than is the marketing now they get closer to gee all businesses are really the same it's a big impediment for a lot of people Many times they don't realize they're doing it.

My business is not like that business. So what that business does can't apply to me. If they more intelligently think of themselves as being in the marketing business with a deliverable that is far less important than is the marketing now they get closer to gee all businesses are really the same it's a big impediment for a lot of people Many times they don't realize they're doing it.

So, you know, they'll be here in Vegas for four days and they're going to see the second most effective place in the world at dollars per head per day. And so every place they go should be a seminar. And they'll miss 80% of it because they own jewelry stores and a jewelry website, and they're not in a jewelry store when they are seeing... a fabulous sales technique, right?