Dan Kennedy

And then there's the sort of the instruction manuals. For the aftermath of it, the man on the white horse position, Eric Hoffer's book, The True Believer, is one of the basics, the fundamentals for people specifically in the information. One way to make a living, the Lyman Wood book would be another one. So there's no shortage of

And then there's the sort of the instruction manuals. For the aftermath of it, the man on the white horse position, Eric Hoffer's book, The True Believer, is one of the basics, the fundamentals for people specifically in the information. One way to make a living, the Lyman Wood book would be another one. So there's no shortage of

things to look at, understand what each part was, and replicate it. Probably 80%, there's a book involved. Somebody did a book, and they promoted a book. If you think about even in the advertising industry, early disruptors of agency models And advertising strategies, Ogilvy would be one of them. They all wrote a book explaining themselves and their radical ideas, right?

things to look at, understand what each part was, and replicate it. Probably 80%, there's a book involved. Somebody did a book, and they promoted a book. If you think about even in the advertising industry, early disruptors of agency models And advertising strategies, Ogilvy would be one of them. They all wrote a book explaining themselves and their radical ideas, right?

things to look at, understand what each part was, and replicate it. Probably 80%, there's a book involved. Somebody did a book, and they promoted a book. If you think about even in the advertising industry, early disruptors of agency models And advertising strategies, Ogilvy would be one of them. They all wrote a book explaining themselves and their radical ideas, right?

So Ogilvy on advertising is Ogilvy's explanation of what he believes, why he believes it. And at the time, it was very contrary to traditional advertising. So what Ogilvy said, if you don't have a big idea, don't waste your money on advertising. Most advertising of the time had no big ideas. It was just basic brand ideas.

So Ogilvy on advertising is Ogilvy's explanation of what he believes, why he believes it. And at the time, it was very contrary to traditional advertising. So what Ogilvy said, if you don't have a big idea, don't waste your money on advertising. Most advertising of the time had no big ideas. It was just basic brand ideas.

So Ogilvy on advertising is Ogilvy's explanation of what he believes, why he believes it. And at the time, it was very contrary to traditional advertising. So what Ogilvy said, if you don't have a big idea, don't waste your money on advertising. Most advertising of the time had no big ideas. It was just basic brand ideas.

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.

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.

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.