Books
Dan Kennedy,Chip Kessler

Making Them Believe

    Anny Rudhas quoted8 months ago
    when consciously and deliberately harnessed, can lift an ordinary man or women to great heights of influence, fame and fortune, and fuel the growth of a business as nothing else.
    Anny Rudhas quoted8 months ago
    What Chip has identified as the single most important factor in Dr. Brinkley’s remarkable success—the desire to believe—is a little-understood, extremely powerful force that,
    Anny Rudhas quoted8 months ago
    pence said that it was damnably hard to gain acquittal even if all the facts were on the defendant’s side if the jury didn’t want to believe.
    Anny Rudhas quoted8 months ago
    HIGH VALUE QUESTION: how do you… how can you inspire the desire to believe?
    (Can you list ten ways you do this?)
    Anny Rudhas quoted8 months ago
    was a motivational personality. John R. Brinkley developed the ability to make people get the “desire to believe.” Not just making them believe; that’s cross between parlor tricks and classic salesmanship. The greater success is making people want to believe. This one element can move mountains in your business; no matter what business you are presently in or want to be in.
    JOHN R. BRINKLEY did NOT merely advertise, market, promote, sell. He was a MOTIVATIONAL personality.
    Anny Rudhas quoted8 months ago
    do not believe in conducting business fearfully.
    Anny Rudhas quoted8 months ago
    or many years, I’ve been utilizing an unusual, contrarian strategy, of deliberately delaying the selling, in order to better prepare the prospect for buying. I have gotten a few clients to use it, but most frankly resist it and won’t stick with it. I teach it, but I know most won’t accept it. The idea is that selling to a poorly prepared prospect is a stressful struggle for salesperson and prospect alike, so the entire process can be significantly improved by deliberately delaying the sales presentation until elements critical to a prospect’s readiness to buy can be put in place—such as trust, authority, category of one status, price or fee appropriateness.
    Anny Rudhas quoted8 months ago
    Over time, John Brinkley built out increasingly elaborate packages of literature placed in the hands of prospective patients before they came for consultation. These materials had two tasks: one, to sell the appointment, and convince a prospective patient to engage in inconvenient, costly travel by train to the Brinkley Hospital. Two, to mentally and emotionally prepare the prospective patient to accept Dr. Brinkley’s prescription as gospel to be trusted, and to accept the stiff fee as appropriate.
    Anny Rudhas quoted8 months ago
    FROM THE BRINKLEY BLUEPRINT: A thorough, thought-out process for preparing the prospect to buy—before a selling situation occurs or buying decision is asked for.
    Anny Rudhas quoted8 months ago
    Similarly, anyone selling anything can benefit from or be harmed by how the stage is set and what expectations are created before they perform.
    Anny Rudhas quoted8 months ago
    Still, my all-time favorite fact about a couple gurus is that Barbara DeAngelis, author of Making Love Work, and Dr. John Gray of Men Are from Mars, Women from Venus fame are divorced from each other—bitterly.
    The point of all that? The marketplace pretty much accepts you as you position and present yourself, especially if you put yourself forward forcefully and aggressively enough, utilizing the time-tested and proven strategies of self-promotion.
    Anny Rudhas quoted8 months ago
    r. Phil’s credentials are not much better than Dr. Brinkley’s, but Tony has none—and has relied on a cheap carnival trick, the fire walk, as claim to fame.
    Anny Rudhas quoted8 months ago
    However, the qualifications of those on the above list to be leading, celebrated, globally recognized experts in their fields are, to be kind, suspect. Many of them have made up their own credentials, greatly exaggerated them, or simply proceeded without them. Many have skeletons in their closets that contradict their public personas.
    Anny Rudhas quoted8 months ago
    Brinkley, a man of very limited education, made up credentials, and very questionable propositions. Turner, an 8th grade dropout, handicapped with a speech impediment. If they could, why not you?
    Anny Rudhas quoted8 months ago
    these celebrities, you will find most were once unknown, toiling in oblivion, working in small ponds, and that they manufactured their own celebrity. So, why not you?
    Anny Rudhas quoted8 months ago
    ou will take the time to research the backgrounds of
    Anny Rudhas quoted8 months ago
    call this the strategy of attachment. What or who you attach yourself to in the public eye is what you are accepted as.
    Anny Rudhas quoted8 months ago
    he last I visited with him, he was in the process of acquiring a second station in another market. But most entrepreneurs stop far short of a bold, comprehensive, multi-media approach on a scale comparable to John Brinkley’s. Most think small and stay small. Unnecessarily.
    As an aside, let me point out something that John Brinkley did, described in the preceding chapter, but not put under the spotlight. It has been a huge breakthrough for a number of people I’ve worked with personally, so I have seen its power firsthand. When Brinkley took over his first radio station and recognized he needed other programming to attract and hold listeners, so he could intersperse his programs and have a large audience for them, he invested in bringing popular entertainment celebrities of his time to his radio shows, as well as in turning unknowns into celebrities.
    Anny Rudhas quoted8 months ago
    with charismatic pitchmen who called themselves doctors but made their money as salesmen.
    Anny Rudhas quoted8 months ago
    r. John Brinkley also realized that the very nature of his “miracle cure” for male sexual dysfunction would be a subject of intrigue, skepticism and curiosity. He understood that the average person would be curious about it, and most importantly the average person would want to know more about the man behind this revolutionary and controversial process
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