The Russell Brunson Show
Break the Rules, Win the Market: Day with Dan Kennedy (2 of 4) | #Marketing - Ep. 16
Mon, 10 Mar 2025
In this episode of The Russell Brunson Show, we’re continuing the Day with Dan series from Funnel Hacking Live 10 in Las Vegas. If you’ve ever wondered how to truly disrupt your market, attract the right customers, and position yourself as the go-to authority, this episode is for you. Dan and I dive into the three core marketing and sales strategies that separate industry leaders from everyone else. Most entrepreneurs follow outdated rules without realizing they were designed to keep them stuck. But when you challenge the status quo, you gain the power to rewrite the game in your favor. It’s a crazy secret that so many entrepreneurs miss, and you have to learn it! Key Highlights: The Radical Big Idea - why every market leader has a bold message that cuts through the noise The Heretic Position - how challenging the industry “experts” instantly attracts loyal customers The Man on the White Horse - why disrupting the market isn’t enough, you need to provide the right alternative Why most sales managers and industry insiders give bad advice, and how to use that to your advantage The secret to handling criticism, backlash, and negativity when you start shaking things up How to turn frustrated, dissatisfied customers into raving fans who buy from you over and over Success in marketing, sales, and business isn’t about following the rules, it’s about rewriting them. If you’re ready to take control, flip the script, and build a business that actually works, this is an episode you can’t afford to miss. https://sellingonline.com/podcast https://clickfunnels.com/podcast https://www.nobsletter.com Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal https://nordvpn.com/secrets Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to northwestregisteredagent.com/russell to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at RocketMoney.com/RUSSELL Indeed: Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices
Chapter 1: How can ClickFunnels help your business?
Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company on earth.
ClickFunnels was built for the dreamer and the doer, and you can get a free 14-day trial by going to clickfunnels.com slash podcast right now. That's clickfunnels.com slash podcast. ClickFunnels, because you're one funnel away from changing the world. This is the Russell Brunson Show. What's up, everyone? This is Russell. Welcome back to the show. I hope you enjoyed last episode.
You had a chance to sit in at Funnel Hacking Live VIP Day with my interview with Dan Kennedy. We had a chance to dive into some really cool things and the feedback so far from you guys has been awesome. And that was just part one of four of my two-hour interview I did with Dan. So today we're going to jump into part number two. And this is going to be a really fun one.
Some of the key highlights you're going to learn about during this interview. One of the things Dan talks about is called the radical big idea. This is why every market leader has to have a bold message. It cuts through the noise. We're talking about that. We're talking about creating and taking the heretic position in your market.
and how challenging the industry experts will create instant loyalty and attract customers to you. We'll talk about the man on the white horse, which is one of my favorite things Dan talks about, why most sales and marketing insiders give you really bad advice, secrets handling, criticism and backlash and negativity, all your haters, things like that, and a whole bunch of other really cool things.
So I hope you enjoy this next interview with Dan Kennedy. If you haven't plugged into the Dan Kennedy world, Dan is where I learned business from originally almost 20 years ago. I still to this day, the person I listen to the most on marketing and business advice is Dan Kennedy. I had a chance three or four years ago now to actually acquire and buy his company.
And it's been so much fun to like, you know, to help grow that company and that brand again. And if you're not a member yet of his newsletter, the newsletter is amazing. If you go to NoBSLetter.com, it's the monthly newsletter. It's like getting a seminar from Dan Kennedy delivered to your house. every single month. And it's one of our favorite things we do here.
Um, so if you haven't plugged into the Dan Kennedy world yet, you need to, especially after listening to these interviews and yeah, so no BS letter.com is where you go plug in, get a, you get like $10,000 to Dan Kennedy stuff for free. And then we ship you out a newsletter every single month with Dan with cool Dan Kennedy stuff. So this news has been running for 40 plus years.
It's like the longest running marketing and sales newsletter on the planet. I've been a subscriber now for almost 20 years. And if you're not a member yet, then you must hate money. That's the only logical explanation I can think of. All right. Other than that, we're gonna jump right now into part number two of my exciting interview with Mr. Dan Kennedy.
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Chapter 2: What marketing strategies does Dan Kennedy recommend?
And then if you're lucky, that agent will get you a deal, probably with a small, insignificant publisher for little or no advance. And then you get to write the book, and then ultimately the book will get published. And if you get out there and hump and hump and hump and hump and hump so it doesn't die, you might establish a good enough record that you can get a second book deal, right?
So this sounded really slow to me, right? And the mathematical odds were and still are astronomically against you. The number of proposals the average agent gets coming over the transom is, I don't know, 20,000 a year, 30,000 a year, 40,000 a year. He's got some NYU intern going through them and picking out the ones he should see and sending the rest of them all the standard rejection.
I mean, the system was horrible, right? Just horrible. I said, if I'm going to settle for small, anyway, why don't I just go see the publishers, right? Because I'm a sales guy. If I get in front of somebody, I can kind of sell. Not every author could do that, but I can do that. Well, you can't, you know. So now the wise troops are telling me you can't do that. Well, why can't you do it?
It's just not done. I said, well, why isn't it done? Well, they won't allow it. I said, well, if it's never done, how do you know they won't allow it? Because nobody's done it. Well, you can't do it, right? So the big, it's called Book Expo now, American Booksellers Association. All the publishers exhibit there for all trade.
It's smaller now because of Amazon effect, but it's all the bookstores went there. So I went. And most of the publishers, the small ones for sure, the presidents are there in the booth. The editors are there in the booth for the five days of the show. Even the big publishers, they're there for a day or so. So I door knocked essentially. I went for, they're all there in one place, right?
booth to booth. Here I am. You should publish me. Here's what I want to do, right? And I got a deal. I didn't get exactly the deal I wanted, but I got a deal sitting on the floor in the food court with the one president of the publishing company. And Afterwards, my agent at the time, who I fired, who had told me you can't do this, he said, I don't know how this could possibly happen.
I said, you go booth to booth, and you interrupt their conversation, and you talk to them. And so I had a bucket list item. I always wanted to do mystery novels but I got enough rejection slips early that you know I'm the Woody Allen thing you know try try try try again and now stop you're making a fool out of yourself so now late gee you know I still would like to do a couple mystery novels
So Mystery Writers of America has an event. Every association has an event. So I go, and I'm standing in a room, panels are up front. It's the same crap I heard 40 years ago. I mean, for fiction now. Well, you got to get an agent. And so you got to kiss agent's butts. And you got to try and find a really tiny little agent. We'll take a first-time author.
And I'm listening to this in the back of my room, and I'm thinking, this is a bucket list item for me, man. I ain't going to live long enough, you know, to do all this. This is a bad plan. And we have, who lives one community over from us, a well-published, mid-list author. I mean, he ain't big time, but he's got like 30 mystery novels published with the same main detective character and so forth.
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