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Dan S. Kennedy
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Making Them Believe: How One of America's Legendary Rogues Marketed ''The Goat Testicles Solution'' and Made Millions Paperback – April 30, 2010

by Dan S. Kennedy (Author), Chip Kessler (Author)
4.5 4.5 out of 5 stars 100 ratings
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DR. JOHN BRINKLEY was, at one time, the wealthiest doctor of his time, undeniably the most Barnum-esque promoter in medicine in his time, vilified and prosecuted as a quack, praised as saint by the amazing number of men who flocked to him for his 'fountain of youth'---and by their wives. This book delves deeply into his TWENTY-ONE MARKETING PRINCIPLES, to provide a blueprint for adventurous advertising, marketing, promotion and personal promotion that can install a 'fountain of profits' in just about any business!  IF YOU’D LIKE TO---AND WOULD PROFIT FROM---making yourself or your business famous and magnetically attractive, locally or globally, this in-depth analysis of The Lost Secrets behind this amazing success story are for you!

IN THIS BOOK---DISCOVER…
* Dynamic pathways to Maximum AUTHORITY---so that you are sought out and your 'prescriptions' accepted without question!
* Two kinds of CLARITY essential for marketing success---missing from most businesses
* THE question to ask yourself, that, when answered, dramatically multiplies the power of advertising and elevates you above all competition
* The 3-Step Brinkley Blueprint for savvy use of media---the trap most businesspeople fall victim to
* A most radical, revolutionary change  to your entire approach to selling---why the sale delayed can be the sale more easily made!
* The Brinkley Prescription for virtually unlimited PRICE ELASTICITY & the all-time, best-ever answer to any and every price objection
* The Brinkley Secret to BEING ADMIRED---as means of attracting customers especially eager to do business with you
INCLUDED: TRANSCRIPT of a Brinkley Radio Broadcast ...ARCHIVE EXAMPLES of actual Dr. Brinkley sales literature and sales copy from his advertising.
PLUS, MONEYMAKING SECRETS & LESSONS FROM Napoleon Hill (author, Think and Grow Rich), Donald Trump, Martha Stewart,  Dr. Atkins,  Zig Ziglar , Dave Thomas (Wendy’s), and Avatar.

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  1. Print length
    304 pages
  2. Language
    English
  3. Publisher
    Glazer Kennedy Pub
  4. Publication date
    April 30, 2010
  5. Dimensions
    5.5 x 0.68 x 8.5 inches
  6. ISBN-10
    0982379382
  7. ISBN-13
    978-0982379387
  8. See all details
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Editorial Reviews

About the Author

Dan S. Kennedy is a multi-millionaire serial entrepreneur; direct marketing consultant, strategic advisor and direct-response copywriter; and author of 14 business books including the popular "No B.S." series (www.NoBSBooks.com). Chip Kessler is an entrepreneur and consultant specializing in health care industries, and is married to a cousin of Dr. John Brinkley.

Product details

  • Publisher ‏ : ‎ Glazer Kennedy Pub; Edition Unstated (April 30, 2010)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 304 pages
  • ISBN-10 ‏ : ‎ 0982379382
  • ISBN-13 ‏ : ‎ 978-0982379387
  • Item Weight ‏ : ‎ 13.6 ounces
  • Dimensions ‏ : ‎ 5.5 x 0.68 x 8.5 inches
  • Customer Reviews:
    4.5 4.5 out of 5 stars 100 ratings

About the author

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Dan S. Kennedy

Dan S. Kennedy

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Dan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions.

As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities. Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year.

Dan lives in Ohio and in northern Virginia, with his wife, Carla, and their Million Dollar Dog. He owns, races and drives professionally in about 100 harness races a year at Northfield Park near Cleveland, Ohio, accessible at http://www.NorthfieldPark.com and frequently televised on the TVG cable network.

For more information check out my blog at www.dankennedy.com/blog/

Customer reviews

4.5 out of 5 stars
100 global ratings

Customers say

Customers find the book interesting, excellent, and valuable for anyone interested in marketing. They also say it's one of the more highlighted books they've read in a long time.

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9 customers mention "Readability"9 positive0 negative

Customers find the book interesting, entertaining, and excellent for anyone studying marketing and sales. They say it's packed with insights on the thinking behind effective marketing.

"...Joint authored with Chip Kessler, this is an interesting read both from a marketing and a historical perspective...." Read more

"...This book is also more entertaining and there are more examples that you can immediately adapt and implement in your own business...." Read more

"...This is a business/marketing book that reads like pulp fiction and it was very entertaining...." Read more

"This is a decent read. I liked the examples of Brinknkley that were shared in this book.Good short read." Read more

3 customers mention "Value for money"3 positive0 negative

Customers find the book great and valuable for anyone interested in marketing.

"...Each chapter, a seminar in and of itself. It's like a comprehensive education in marketing, positioning, and so much more...." Read more

"Extremely valuable for anyone interested in marketing anything. Packed with insight on the thinking behind effective marketing...." Read more

"Great book on marketing..." Read more

Top reviews from the United States

Ed Barton
5.0 out of 5 stars Kennedy In A Different Format
Reviewed in the United States on January 7, 2023
Verified Purchase
Classic Dan Kennedy lessons and approach in more of a case study format. Joint authored with Chip Kessler, this is an interesting read both from a marketing and a historical perspective. Great lessons in psychology and tactics to implement. A must have book for business owners and marketers.
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Dr. Chuck J. Rylant
5.0 out of 5 stars Intersting delivery of persuasion
Reviewed in the United States on December 13, 2011
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I was skeptical of this book at first, but I'm glad I gave it a try. It turned out to be one of the most interesting books on marketing and persuasion I've ever read. The book reviews Dr. Brinkly's marketing strategies from a somewhat neutral position regarding the ethics behind the man and his practice. The authors acknowledge that Brinkly committed fraud, but instead of dwelling on that, they analyze his marketing and explain how the reader can apply these successful techniques to an ethical business.

This book was very interesting and probably one of the more highlighted books I've read in a long time. It is very similar to Robert Calidin's book "Persuasion," except instead of multiple case studies, this focuses on one. This book is also more entertaining and there are more examples that you can immediately adapt and implement in your own business. Calidini's book is a bit more theoretical than this one is.

I noticed that one reviewer was very critical of this book because Brinkly was dishonest, but that is not a review of the book, it is a review of the person discussed in the book. Read this book with an open mind and you will get a ton out of it. Don't throw the baby out with the bathwater.
7 people found this helpful
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James D. Nichol
4.0 out of 5 stars Cautionary Marketing
Reviewed in the United States on September 10, 2010
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I wouldn't say this is a book on Marketing "Don'ts" but it definitely has some real "No Nos."

I liked this book and found it very helpful. Instead of taking the normal marketing or business book approach Making Them Believe: How One of America's Legendary Rogues Marketed "The Goat Testicles Solution" and Made Millions made bold marketing and self promotion concepts very tangible and easy to translate into "ethical" practices today.

True, the good doctor schlepping his goat testicle cure was not exactly ethical, but he did help people and he was a brilliant marketer. He invented many techniques that had never been conceived before and capitalized on bad press like a politician. Amazing in his approach.

Bouncing back and forth between the two authors was actually like participating in a round table discussion and analysis of the 21 marketing techniques they identify in the book. I found this helpful too due to the slightly different tack each would take with the subject and then build on the idea in the next chapter. Personally I always find a discussion more helpful for generating ideas that a monologue or a sermon.

The pseudo Doctor J.R. Brinkley was an unapologetic, somewhat arrogant, marketing genius with phony credentials and a willingness to do what ever it took. This is a business/marketing book that reads like pulp fiction and it was very entertaining. It's certainly no text book on marketing but if you're not careful you make actually learn more than in a graduate level class.

There is another book on Dr. Brinkley that is far more detailed and examines his workings in a less favorable light Charlatan: America's Most Dangerous Huckster, the Man Who Pursued Him, and the Age of Flimflam by Pop Brock. I recommend both books because they go into one of the most interesting self-promotion experts next to PT Barnum There's a Customer Born Every Minute: P.T. Barnum's Amazing 10"Rings of Power" for Creating Fame, Fortune, and a Business Empire TodayGuaranteed!.
7 people found this helpful
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Marc Enriquez
5.0 out of 5 stars Here's A Couple Of Reasons You Want To Read This Book
Reviewed in the United States on May 7, 2010
Verified Purchase
If you're a charlatan, making your case in today's skeptical world is more difficult than ever and if you really want to make big bucks, there are some insider secrets in this book you'll want to tattoo on your arm.

But, if you're an honest, ethical entrepreneur (or would-be) with something great to offer your market, making your case in today's skeptical world is more difficult than ever and if you really want to make a positive difference (and profit from your effort as you deserve), there are some insider secrets... you get the point.

Dr. J.R. Brinkley was a master at making the *in-credible* believable. I guarantee you that whatever it is YOU have to offer is no where NEAR as difficult as selling men GOAT TESTICLES(!) to solve their sexual deficiencies. (Just think - FIRST you've got to sell them on letting you take a scalpel down there!)

But, some days - and particularly during tough economic times - you may feel that way; that it is THAT difficult. It may drive you nuts (pardon the pun) that others can't see enough of the value in what you offer to part with their *hard-earned* money. Shouldn't that make you just a little more curious as to what allowed a man to sell goat testicles and make millions in the *Great Depression?*

Thanks to an open mind, a strong sense of self, and faith in my moral compass, I was able to freely dive into this book and gain much from it. I've already begun putting to work some of the concepts I've learned from Dan and Chip in this book and am poised to profit greatly from it.
26 people found this helpful
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Jerry A. Jones
5.0 out of 5 stars If your marketing insights fail to erupt....
Reviewed in the United States on May 18, 2010
Verified Purchase
That is ONE killer book. Each chapter, a seminar in and of itself. It's like a comprehensive education in marketing, positioning, and so much more.

I read it from cover-to-cover, non-stop, annoying all in my home. Why? I couldn't put it down. Although contents are literally a blue-print for business success, it reads like a Grisham novel.

WARNING: After consuming, if you fail to get a marketing erection (idea) within 23 seconds, or, if your erection lasts longer than 3-½ decades, discontinue use immediately, change professions and see a therapist. This success blueprint is that effective.

Jerry A. Jones
[...]
The #1 Dental Practice Marketer in America
9 people found this helpful
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Top reviews from other countries

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MM
2.0 out of 5 stars Noioso, non uno dei migliori libri di Dan Kennedy
Reviewed in Italy on October 4, 2019
Verified Purchase
Ho letto tantissimi libri dello stesso autore e il risultato era sempre e solo uno: un'eruzione di idee ad ogni pagina.

Cosa che non avviene in questo libro. Noioso, ho fatto addirittura fatica a finirlo. Sono illustrate sempre le solite tecniche di marketing (diventa un'autorità, comunica da uno a molti, metti scadenze temporali, ecc.), ma in maniera estremamente superficiale.

Sconsigliato. Se dovete prendere un altro libro di DK, sceglietene un altro: non rimarrete delusi.
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Gary Bernier
5.0 out of 5 stars Five Stars
Reviewed in Canada on August 21, 2016
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Great read - full of amazing lessons
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Noch ein Kunde
5.0 out of 5 stars Is' was Doc?
Reviewed in Germany on January 21, 2016
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Dies ist das Buch über den "Arzt" Dr. Brinkley, wie er seine Wundermittel gegen Impotenz verkaufte und verdammt reich wurde.

Dies ist jedoch kein einfaches Geschichtsbuch, sondern eine Analyse seiner Techniken und wie man sie selbst nutzen kann.

Dr. Brinkley war ein Marketing Genie, der mit Hilfe von Büchern (über sich als auch über seine Methoden), Radiosendungen (die er selbst hielt) und Seminaren/Vorträgen seine "Heilung" verkaufte.

Dan Kennedy zeigt auf, wie man sich selbst als Experte darstellt und wie es andere taten. Er zeigt unter anderem auch Martha Steward und andere Persönlichkeiten auf und wie sie sich selbst positionierten.

Ein interessantes und teilweise lustiges Buch, dass dem Leser das Self-Branding oder Authority-Branding näher erläutert. Absolut lesenswert!
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Mr Drew
5.0 out of 5 stars Gold in the Old
Reviewed in the United Kingdom on July 13, 2014
Verified Purchase
This book is not only highly entertaining but also presents clear ideas on how the same marketing methods used by J.R. Brinkley are being used today.

**Please note: this does not mean the authors (or myself) advocate being a charlatan.**

As Dan Kennedy puts it... "there's gold in the old," and that's what you'll find in this book. I'll definitely be reading this one again.
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Mr Tagebuch
4.0 out of 5 stars Wie wird man ein Scharlatan :)
Reviewed in Germany on May 2, 2016
Verified Purchase
Habe von diesem Buch auf einem Dan Kennedy Pitch Event erfahren und war sehr begeistert es zu kaufen.

Die Idee des Buches ist es die Prinzipien von Scharlatanen zu nutzen, die Mist verkaufen, und diese auf ein sinnvolles Produkt anzuwenden.

Habe viele Ideen aus dem Buch ziehen können. Aber auch das Prinzip das Marketing immer ehrlich und ethisch sein sollte. Man will ja nachts ruhig schlafen.

Definitive Kaufempfehlung!
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