Why Dan Kennedy sold me his company and what I’m planning now – MARKETING SECRETS EP. 4

Welcome to the 3rd episode of the Magnetic Marketing podcast saga….
In this video, I share why Dan Kennedy sold me his company and what I’m planning now.

I also share some of the ups and downs and really how I ended up being the new owner of Magnetic Marketing.

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He sold company and it went downhill Fast they ended up burning it to the Ground they offended most of the Existing members like me and other People and it got smaller smaller Smaller at that point where basically it Died on the vine [Music] Hey this is russell brunson welcome back To the marketing secret show during Today’s episode we’re going to be Talking about all things related to dan Kennedy and the no bs marketing Newsletter we’ll talk about the history Of gkic slash dead kennedy’s company i’m Gonna talk about the things that they Did to grow their company what we did When we acquired the company why we Acquired it and all things we’re doing Now to grow the company i’m gonna show You guys behind the scenes of the new Launch we’re doing to get people to Ascend up to a higher level and a whole Bunch of other really fun things before You get into this episode i wanna make Sure you set an intention going into This understand i’m going to be sharing Behind the scenes of this huge business Model and you don’t need to take on Everything like i want you listening Specifically for the one or two nuggets You can actually apply to your business Don’t just listen to this for Entertainment although i will try to be

Entertaining for you guys make sure You’re looking listening with intentions Like oh there’s something i can apply to My business right now hopefully that’ll Help you guys as you’re going through This this episode is actually brought to You by a very special sponsor maybe this Is a shameless plug i don’t even know But today this is actually being Sponsored by no bs newsletter because When we talking about i’m sure you guys Behind the scenes but honestly if you Are not subscribed to no bs newsletter The only logical reason i can think of Is you must hate money so now is the Time uh if you go to knowbslletter.com You get access to what we call the most Incredible free gift ever it’s like over Ten thousand dollars of money making Material for me and danny kennedy you Get for free when you subscribe to the No bs marketing newsletter which comes To you every single month in the mail This is the personal letter from dan Kennedy and for me talking about the Most important thing you can implement In your business this is like having us Hand deliver a seminar to you every Single month in the mail and when you Get the no bs newsletter you also get For free the behind the scenes Newsletter where i show you guys behind The scenes of our marketing campaigns Our funnels with screenshots images and

Stats everything we’re doing again this Is the greatest offer of all time all You gotta do is go to knowbsler.com to Go get subscribed to the newsletter and Go get the most incredible free gift Ever and with that said you guys we’re Gonna jump into the podcast i hope you Enjoy this episode You’re listening to marketing secrets With your host russell brunson some Backstory for those who don’t know who Dan kennedy is he is a lot of them Consider him like the godfather of Marketing he was one of the first if not The first people that really was in this Industry not just doing it but also Teaching other people how to do it he’s Been big he was you know behind the Scenes of writing infomercials for Gunther anchor and a bunch of big Companies you’d be aware of but he’s Been in the trenches forever and then i Think 1996 is when he published the very First version of the no bs marketing Letter um i don’t have a copy of that One here but i do have a copy of this One from may 2002 suppose you’re Watching the video you can see it’s this Newsletter and it’s like black and white 10 pages stapled together and this was Their newsletter and this is the Backbone of kennedy’s company so he Launched in 1996 i believe the company Was called kennedy inner circle kic and

Then eventually dan was like i don’t Want to be running a business i want to Do content i want to do business anymore And so one of the people in his Mastermind was bill glazer and he Actually sold the company to bill glazer And bill glazer rebranded as gkics and It said for glazer kennedy inner circle In fact one funny side note i spoke at a I joined the mastermind i was like all In drinking the kool-aid i was in the Mastermind for six years and my last Year there before bill had sold the Company they had me speak on stage and i Gave four presentations and i joked Because i actually spent more time on Stage than dan did in this event and so My slides i took the gkic logo and i Reread it and say gkbic i was like this Is the glazer kennedy brunson inner Circle meeting thanks so much for being Here i kept calling it that apparently Bill didn’t think it was funny i was in That world for six years i was in bill’s Masterminds he was my my honestly my First big uh mentor and uh bill and dan I just learned so much from even to this Day people always ask me where do you Learn marketing from i’m like i listen To dan kennedy almost daily to this day Because he still brings the best Insights Back when bill owned the company i had a Really unique insight i got to know bill

Really well i had a chance to see behind The scenes what they were doing at a Pretty deep level and so bill’s whole Thought in fact bill told me he’s like I’m in the two things business i’m in The business of getting customers in the Business of retaining customers like That’s all i do everything else is an Appendage to that that was the two Things and so he was all about how do i Get people and how do i get them to Stick when i got into the kennedy world Bill launched an offer that they called The mifkey and mifkey stands for most Incredible free gift ever and it was a Big package of like 630 dollars of money Making Stuff for free when you joined the no bs Newsletter so i signed up for it back in The day i got a kid in the mail and then The newsletter started coming i get a Newsletter every single month and i Would read it and it was like having a Conversation with danny kennedy which Was you know super fun eventually i Joined the mastermind group and i Remember bill Walking me through the process he said That you know they have funnels income Funnels back then he’s like we have Offers like the mifiki that acquire new Customers is after we acquire a customer Our goal then is to ascend the customer And so inside their company they

Different levels they had a gold level Then a diamond level and then like a Peak performer letting her level and Then a platinum and a titanium and there Are five five or six different levels And i remember that he said that uh they Had someone on their team that was Specifically in charge of marketing to Each level the other big thing i learned From from bill and from dan uh is when You went to their events you’ll notice Me i do some funnel hacking live a lot When i would speak at a gkic event they Never said this is internet marketing Nerd russell brunson come on stage They’d say this is titanium member Russell brunson they labeled me by the Level of membership i was and you notice The people on stage are always a Platinum and titanium members so if you Want to be on stage like i have to be a Platinum or a titanium member you Probably know some unlocking live people Always ask me how do you get on stage Well notice how we introduce them like This is two common club members So-and-so speaking this is inner circle Member so speaking like we label them as We as we introduce them with level Membership that they’re at which makes People want to ascend up right [Applause] [Music] A mastermind was in baltimore where bill

Lived i remember i was sitting at the Table and uh we’re in this big u-shaped Mastermind table something they’re Presenting and i sit next to bill and Bill was kind of being fidgety and uh i Was like everything okay he’s like i’m Just waiting for something i’m like what He’s like i sold gkic i’m like what he’s Like yeah the wire supposed to hit today How much did you sell for he’s like i Can’t tell you but i can tell you that As soon as this wire lands i’ll never Have to work again and i was like What he’s like don’t tell anybody i’m Like i’m the worst secret keeper ever You can’t tell me to not tell someone And then i’m gonna go tell like i was Just kind of freaking out but i was so Excited right And uh and then he sold the company and Then it went downhill fast the company Sold he was a pe firm who um and Hopefully they’re watching this they Didn’t know what they were doing they Didn’t understand the business they Bought they were making choices that Nothing to do with like the focus of the Business is to getting you know to get Members and keep members and this these Guys this p firm they ended up going Through i don’t know six or seven Different ceos throughout the time they Ended up burning it to the ground they Offended most of the existing members

Like me and other people and it got Smaller smaller smaller to the point Where i don’t know all the stats and the Details at that point where basically it Had kind of died on the vine and about That time they were gonna fire sell it Or something and uh adam witty who’s a Who was a gkc member he owns forbes Books adam was a friend of dan’s and Basically dan said hey adam you should Buy it and so adam bought it and then Adam owned the company and so adam when He bought the company and dan was Working with him and then about a year Into it as you guys know that’s when dan Almost passed away poor adam has got his New business he’s trying to launch it The face of it kind of we all thought he Died And they came back and then he wasn’t Able to work for like a year just and we Got a point where it’s just the burden Came too heavy for adam as well about a Year ago right now actually is when i Got a message from adam saying like hey Would you be interested in buying this Company obviously i was like yes that’d Be amazing And so we had it yeah right for funaki Live and that’s when i was signing my Contracts with dan i was like speaking Of funnel hacking live and then he’s Like do you want to do a promotional to Promote i’m like no we’re not telling

Anybody this is going to be the greatest Secret of all time and so we didn’t tell Anybody and then obviously fhl then came On stage and those who were there he Freaked out and it was awesome and for Most people they thought didn’t know he Had survived his accents and stuff and So a lot of people were just excited to See him it was just it was a magical Moment and that was in what september of Last year so then from september to December is when we sat back and said Okay we gotta figure out this business Like what is it doing what’s happened Last decade since bill sold it what’s Good what’s bad and luckily there were a Handful of like rock star team members From the original team that were still Around and so we flew them out to boys We made a chance to look at everything Look at the numbers like here’s what’s Working here’s what’s not working here’s What’s and just seeing all sorts of Things and so for the most part we did We almost shut off everything i was like Let’s just shut down everything and then Slowly relaunch things in the sequential Order that makes sense and so for me the Very first thing was like well how did Bill launch this company he created a Mifiki and basically we give an insane Gift you cover shipping and handling and You get a month worth of the newsletter And number two is like and i wanted to

Launch the new newsletter in january Just because i don’t know i wanted to Start in january so someday i can find These in 12 month books or whatever so It’s like january 1st we’re launching The new version of the newsletter and we Got to make a new one and then we have Big dates back and forth because dan Kennedy’s like dan’s like i want it to Be black and white stapled together like That’s what it’s supposed to be and in The past like i’ve done newsletters that Like like magazines and he’s like no in Fact one of the versions someone who Owned the company one time turned into a Magazine and all the members hated it Because like i feel like i paid five Bucks in a new stand for this versus 100 Bucks for this this paper off dan’s fax Machine or whatever and so we kind of Made a middle ground where we designed a Version that’s not a Staple together black and white but it’s Not a magazine it’s kind of this Individual version and so we created a New newsletter and my biggest fear was Like we’ve got dan’s audience we have The clickfunnels audience i’m like i Know that dan’s audience is gonna love Dance that’s awesome i was like i’m Afraid that my audience isn’t gonna Spend enough time to really get to know Dan to stick with him right so i just Fear that that all the clickfunnels for

Me to come here get an obs newsletter And they would leave because they Wouldn’t get it i was like we’re gonna Get people to stick like i’d love to Have something for both sides plus all The kennedy people need more internet Stuff and i want to show people behind The scenes of the the online campaigns That we’re running and so that’s what we Decided to do is instead of having one Newsletter have two which is a big Undertaking like now we write two Newsletters a month which is a lot i Mean each of these is like 20 to 40 to 50 pages i mean it’s almost writing like 50 or 60 page newsletter every single Month that’s 800 1000 pages a year i Guess it’s like publishing two books a Year on marketing with with dan kennedy So it’s a lot of work on this side it’s Taking us a couple months to get in the Process of it but now finally we have a Process in the thing and it’s been Working and like people are even like The old timers we didn’t like the Newsletter when we first came out with It and i was like okay this is turning Out really good you’ve done a good job Like thank you but it’s been really cool So again if you don’t have these letters Like it’s our best stuff delivered every Single month to your mailbox so if you Don’t have it like you need to get it You’d be insane not to but this is the

The business right so the first phase of Our business is like how do we grow the Newsletter right [Music] Bill glazer 101 like step number one is How do we get new members so the mifti Obviously launched and we’ve been buying Ads and creating things we’ve had about 6 000 people now who have i think like 6006 this morning who have got the Mifkey which is amazing right now 71 of The people stay through the first month Billing which is insane most continuity Programs are like half of that and so Really proud of the the initial thing of Keeping members at least through the First billing we’re still working on Keeping them longer but it’s been really Really good the business has already 100 Paid itself off and it’s profitable Which is obviously exciting and amazing 350 400 000 a month i think is coming From the newsletter revenue which is Great my big goal is obviously is i keep Feeling this and so the first question I’m sure some of you guys think okay we Have this newsletter you promote it You’ve driven ads like how do you scale It faster and that’s a question i keep Asking myself as well obviously dan has Written like 40 different books so now We’re coming back and building book Funnels and the goal of the book funnel Is to get people into the mifty offer so

The first one we’re doing is dan wrote Two books one’s called the ultimate Sales letter what’s called the ultimate Business plans and this is another Exciting thing so dan and i are working On a book together and i think the time Like 90 sure the title of the books will Be called the ultimate sales funnel What it’ll be a trilogy of the ultimate Sales letter ultimate business model and Then the ultimate sales funnel which is Gonna be so exciting so working on that Right now and so that’s all about Getting new customers So now that’s all in place now the next Step is okay what’s the next level the Next thing is okay how do we what’s the Process to send somebody from gold into Diamond and so we wanted to basically Create a new mifkey now we’re not Calling this the mifkey but it is like What’s an offer we can create that’s so Good it’s so powerful they can only get If they ascend to become a diamond Member when we bought dan’s company i Got a hard drive with everything he’s Craving last 40 years which is like a Gold mine going through as i was going Through everything i found this one Folder that was called diamond faxes and I knew there’s a diamond level member so One of the diamond faxes i opened up i Started reading them and these were Faxes and i talked to molly who has been

With company forever i said molly what Are these diamond faxes she said well From 2012 to 2019 if you know dan Kennedy he doesn’t have an email uh he Just faxes things people so he would fax All of his diamond members the facts of Like his thoughts of the week like the Best marketing strategies the best Personal development the best whatever He was excited about that week he’d Write a one-page fax and he’d fax it to All the diamond members the only people Ever seen these are the people who are On diamond during that little window of Time who actually had a fax machine so Most of the world’s never seen this Stuff and it is insanely good and so i’m A book nurse i was like i want these in A book and so we we published them Together in this book and right now this Book is 446 pages long with i think 360 Something faxes from dan kennedy Directly just diamond members so because It was just for diamond members i was Like this is the hook this is the mifkey So the offer in fact you can see if you Go to diamond upgrade.com you get a free Copy of this book when you upgrade to Diamond there’s the hook there’s the Thing to get people in right this is the The sexy thing if you’re trying to get Something to a center next level or to Stick or whatever like what is the sexy Thing they that they want so bad like

Diamond members want this i’m hoping you Want this i wanted this like it is one Of my favorite books that we’ve ever Anyway it’s amazing so the next question Like what did diamond members get each Month dan does a master class they’re Just for diamond members he’s like full Video production where you sit down Listen to damn which are amazing another Cool thing we had inherited was they Created dan kennedy’s search engine Which basically goes back to all the Newsletters back to like 1996 and put Them in the search engine where you Could go and type in disney and it shows All of the The times the dance ever ended about Disney you go find those you type in Russell brunson you see all times that He ever mentioned me you can type in uh Whatever and so we created the search Engine we plug that in which is really Good as well right so the search engine That you sell for two grand you get his Diamond number you get the book as a Diamond member and then i was like how Do i want people to stick on i never Want them to leave like what do we have That’s sticky and one thing that bill Used to always tell me is like stick is About creating pain and disconnect where Traditionally with info product Membership sites and stuff there’s no Pain to disconnect that you cancel you

You cancel right and so for diamond like How do we create a pain and disconnect And then we had this idea And when i used to go to kennedy’s Events back in the day they would like Sell all their different courses but Then if you go back and they had all the Courses like on this big huge thing and They had one uh product called the whole Enchilada which is basically like 25 or 30 grand and he would just ship you one Of everything and it was so cool it’s Called enchiladas i was like what if we Gave people who came diamond whole Enchilada i mean the problem is then you Log in and you’re like here’s every Course dan’s ever had which is kind of Cool but i was like would be more Powerful and to get people to stick is Like what if we create this whole Enchilada but they have access to Everything but they only they gonna pick Like one or two courses a month right And it’s every course dance ever created In the last 40 years they’re all in There and each month you log in you get Two tokens or two credits or whatever it Is you unlock a course right so you’re Like oh i want uh speaking from stage You click a button it unlocks it now you Have access to it and then you have it For forever but if you ever cancel you Lose access to all the ones you’ve Unlocked right and each month you unlock

More and more similar how audible does It right in other companies and so we’re Building that infrastructure in the Members right now it should be done Before this officially goes live here Soon but it’s the goal again here’s the The offer to get people to send up and How we get them to stick we make it Where there’s pain and disconnect we Unlock things and give them things but Then if they they leave they lose these Things right you go resign up and then You got to go and each month earn your Courses back till you have all the Different courses and so just some Things we’re doing strategically and Again we haven’t launched diamond yet i Don’t know what the conversions or Numbers or anything are going to be but That’s the things we’re doing because we Know that’s the next tier to really get People in here Other things i want to kind of mention Just again visualizing where i’m going In the future so we’ve got the gold Level we got the diamond level i do know There’s going to be a third level um Which is going to be our high ticket Level i don’t know what that is yet some Of you guys have been watching click Funnels you know we recently launched Our certification program which sold Really really well um part of me is Thinking about launching like a

Marketing consulting certification Program that goes based off dan’s Teachings i’m not sure about that i mean I’m always looking at like what are the Different funnels different businesses And different industries that are Working well people always ask like Why’d you buy the company why did you Buy it and there are a couple reasons Right there’s a reason like i want to Work with dad kenny number two i want to Extend his legacy like uh he’s had such Impact on me want to do it number three Like i love this game like building Funnels these things are so much fun Finding like diamonds in the rough like Dan kennedy’s faxes is like it’s like Treasure hunting like it’s so much fun So i’m enjoying that part of it but all Said done like that the reason why we’re Building this company is because three Years ago i had the thought like we need To create more non-russell based front Ends like if i’m the front end of Everything in click funnels then if i Hit by a bus what happens to click Funnels or someday we want to sell click Funnels boom the book fell fax book fell And so when we look at dan kennedy he’s Got 40 books he’s ready he’s got Newsletters he’s got courses he’s got Books all these amazing things i think These are a whole bunch of Non-wrestle-based friends i can use to

Get people who are marketers who are Entrepreneurs into a conversation or now I can expose them to click funnels and Then my books and other things like that As much fun and as profitable as this Business is uh in and of itself without Anything else its core goal its core Purpose for existing and being is to um To find people and either turn them into Entrepreneurs or find entrepreneurs Bring them in train them on good Marketing principles and then from there Send them into clickfunnels as much fun As i’m having this company if it wasn’t For that purpose it doesn’t make a lot Of sense i think those are the core Things i want to talk about right now Inside of the dan kennedy business so That’s some of the reasons why we did it How we’re doing it where it came from Where it’s going what we’re doing and Hopefully from that you’ve got insights On how you can use some of these Principles in your business how to get People to sign up for your newsletters Or your membership sites whatever how to Get them stick how do you get them to Ascend after that like where you take People what’s the process i hope this Gives you some ideas for that so that’s Thank you so much for listening um if You’ve enjoyed this episode of the Podcast uh please share with other People share with people on your team

Share with the spouse share with in your Favorite marketing group on facebook or Text it out to your text list or Whatever let people know about if you’re Enjoying it that’s how we get the word Out um i will keep sharing behind the Scenes of all these fun things if you Guys do that if you want to see actual Physical behind the scenes screenshots Earthy make sure you get uh subscribe to Newsletter because uh twice or once a Month you get the behind the scenes Newsletter where i’m showing screenshots Of every single page uh the last thing If you have any questions about this Episode about dan kennedy about the Newsletter about this business please go To marketingsecrets.com and there’s a Spot there where you can go and you can Leave me a personal message when i do The next update on dan kennedy business I will listen to the ones you guys Posted about that and i can answer your Question live so that said thank you Guys so much for listening i appreciate You hope you enjoyed this episode and I’ll see you on the next episode of the Marketing secret show