every once in a while don't you just wish you could take your customer by the ear and just practice a little bit of Mind Control to get them where you want them welcome back to the magnetic marketing podcast in this episode Dan Kennedy is going to go deep into the vital principles of creating mind control copy now if you're somebody who feels uncomfortable about using these kind of mind control techniques then Dan Kennedy is going to elay your fears here these are strategies used all across the advertising world and being able to implement them appropriately
into a product or service that truly gives value does nothing but ensures that those people who need the value receive the value and in a world where it costs more and more to get your message out into the world this is how you make sure that each ear you catch moves closer to becoming a customer let's jump into the sorcery and secrets of making them buy with the seven secrets of Mind Control copy part one with Dan Kennedy I don't think there's anybody that has had a bigger impact in the field of direct response than
Dan Kennedy the legend of Dan Kennedy should be ignored at your own Peril they're not really lessons they're kind of laws that you live by Dan opened my eyes to what small business marketing looks like Dan teaches strategic direct response that is timeless his ripple effect touches people who don't even know his name the world as we know it was changed because Dan Kennedy became obsessed with marketing welcome to the magnetic marketing podcast with your host Dan Kennedy so here's the preliminary remarks um we're going to deal with uh seven secrets of Mind Control copy
for the selling of info products and services and the preface remark is this it is possible that some of you will be made uncomfortable um more so those of you who are like the virgins to this than the ones who've been hanging around for a while but it is possible that some of you will be made uncomfortable by some of the techniques Within These seven Secrets because the underlying premise is one of the most dangerous premises ever invented by man it is that the N justifies the means uh and in many cases that has not
worked out very well uh but it is necessary to sell to the maximum and to use the most powerful techniques there are in copy to sell info products for you to feel okay in your situation with the end justifying your means I it is beyond me to have a big ethics class with you uh but I will just forewarn you that I am acting under the assumption that everybody here is an honorable ethical person who is selling good stuff that will be so beneficial to people that every extreme mechanism used to sell it is a
good thing if that's not true it's up to you to figure out how far to back off from the maximum Effectiveness the reason extreme techniques are more necessary in this business than in many is that we actually are to a great extent selling nothing we are essentially selling people on their own assets skills talents capabilities and opportunities that through whatever it is we do we improve their health we improve their wealth we improve whatever that that they are going to be better at that uh they are actually when they invest with you they are really
investing in themselves it is not like selling a magic slicer dicer machine where there's a machine and for your money you actually walk out of the the room with a machine in our case if you walk out with anything you walk out with stuff that has to be translated into action in order for it to have any value so our job is much tougher and that requires us to use tougher techniques so to start with there are four V vital principles number one is in selling and copy that sells information uh we ironically do not
empower the prospect to think in the selling phase of what we do we are not in the business of getting anybody to think at all in fact better that they don't we are not empowering them we are actually making them power L for a brief period of time to engage in any thinking except the thinking that we direct them to do that serves our purpose which is selling them what it is that we are there by media in person however it is that we are there to sell them linked premise we do not seek rational
thought we seek emotional response at the exclusion of rational thought our buyers for the most part have to suspend logic they have to suspend skepticism they have to suspend their past experience often in order to make a purchase from us and to do that we are all about emotional response not at all about logic and everything that even appears to be logical and I'll point it out to you in all the copy examples as we go along tonight is really all about an emotional response very important three ironically we do not educate any more than
is absolutely necessary to make the sale we manipulate we motivate we do not need an informed consumer we need an excited consumer one of the biggest copy mistakes in this business is dispensing information and education and being a teacher instead of being a salesperson up until the time that we have their money and now we should begin to teach so there is a tendency speakers make the mistake a lot but it transfers into media and it transfers into copy there is a tendency for example if you have a marketing document that you call a special
report and you offer it and deliver a report to somebody there is a tendency for people to think that because they called it a report it's supposed to have information in it no it is supposed to appear to have information at it it is supposed to be perceived as having information in it it is supposed to be perceived as being educational if it is actually educational and informative all that does is get in the way of the sale and we are about selling stuff first educating after the sale not as part of the sale fourth
there is a sales purpose behind every single piece of copy if it does not further the sale it does not earn its space on the page it does not earn its minutes in the video it does not earn its minutes on stage speakers for example will get bored with what they do uh I talked about this at lunch with people and the Temptation is to put in new stuff to talk about something topical that interests them to do like I did at the beginning this morning and reference the CNN interview with Zuckerberg's sister well that's
only permissible because I had no purpose this morning other than to fill time be perhaps informative entertain have everybody be happy if I had been trying to sell something that would be an unforgivable sin because there was nothing about it that would have advanced the sale and in order to do it today I would have had to take something out of that script that was there already that advanced the sale to make room for it so in indulging myself I would be jeopardizing the sale people do the same thing in media okay they tend to
put in a story that they like to tell but it really doesn't move the sale forward we don't have that luxury so everything is about moving forward the sale and it is almost always tied to an emotional Factor now there are some lists that exist for you of the basic e factors you don't have to jot these down you probably have the book there in so one place to find them is in the marketing to the fluent book the most basic e factors are fear we're a lot of time tonight on fear guilt greed pride
and love or if you prefer lust it sort of depends on whether you're on your first marriage second marriage fifth marriage you know where you are in that whole Continuum uh and then also in that book you'll find some eors that happen to be specific to affluent individuals whatever your target market there will be e factors specific to that Target Market but the big general ones apply importantly uh we do better with the dark than with the light and most of what you will see tonight is in the dark category not in the light category
and I will convincingly demonstrate to you that if you have a choice and you are not able to split test you are always better off dragging them into the darkness than you are showing them happy things and light and I will demonstrate to you so we begin with the first of the seven factors it is shame and so no one wants to live in loserville there are a whole lot of people who don't want to do enough about it to get out and we tend not to get money from them but no one wants to
be there at all our buyer our buyer has a stronger reaction to it than most he fears and loathes it and he can be motivated to do something about it this is called negative motivation and of all of the options of how to sell people on Improvement opportunity education information change negative motivation works so much better than positive motivation here's my favorite shame ad this is uh from 1923 it's the only one I think I'll show you tonight that's not actually an information marketing industry example but it is so good I had to show it
to you this actually is for a paint and varnish Products company that sells paint to paint your house with here's the ad it shows two people standing outside the house and the headline is Jones must be broke and the copy is all about his house looks so bad clearly the poor sucker must be broke that's the only reason he has let his house have chip paint and so forth and it's an ad to get you send in a coupon to get coupons to buy paint with you can't have a stronger shame headline then Jones must
be broke 1923 great copywriter confidence consideration and respect surrounds the family whose home inside and out Bears the look of prosperity that only the proper use of paint and varnish can impart a that good so there's there's three Chief problems with our business so one is we're only going to deal with one tonight but just so you know what all three of them are and I've just had four conversations about it before I came up here everybody understands the first one so the first Chief evil of our business is the cost of new customer acquisition
that's that's the first Chief problem in our business that everybody is beveled by if you're not yet beveled by it you will be as soon as you try and get enough growth so and it manifests itself all different ways the cost of filling a seat in a preview seminar which is the conversation I had in the back of the room before we came up here with several people the cost of getting traffic to a site in sufficient quantity that you can build a business from it etc etc that's a subject not for tonight the second
evil is the ever Rising clutter and competition of free content that's a topic not for tonight but just so you know it's the second evil the third is one a lot of people don't understand and it's very hard for anybody in this room to get it and that is the absence of legitimate ambition in the overwhelming majority of every population so if you sell to business owners for example and you are a business owner you are an ambitious business owner you're here you spent money you got on an airplane you dealt with disappointed children at
whose game you will not be at uh you you made sacrifices because you are ambitious you get up pretty much every day being ambitious it's very hard for you to think that there's a bunch of people in business or a bunch of people in your business who in fact are not ambitious at all they may speak ambition but they don't do ambition and we re mostly can only make money on people who do ambition in business owners there's like three categories there's To Be Your Own Boss crowd that's the people who really just want not
to have a boss so that's often say the auto mechanic who has become the owner of an auto repair shop he did not do that because he had ambition his ambition was limited to not having a boss and he has the delusion that if he just owned the thing instead of working for the guy that owned the thing he would be free of a boss he discovers of course to his dire disappointment that he now has a thousand bosses instead of one because there his customers and he has one primary boss who's complet completely dysfunctional
and incompetent and he also has a really crappy employee they are one and the same they are him he can't quit and he can't fire him so he's in a world of hurt but that does not translate into the kind of ambition that we get to leverage the the the overwhelming majority can be more motivated by ambition to Escape The Unwanted than ambition to grow improve Excel build an Empire be an entrepreneur be healthy be fit Etc so it's important you build into your messaging things that are related to the ambition to Escape The Unwanted
it exists waiting to be poked in a greater number of people and it is easier to stimulate in a greater number of people so we have to use it if you only sell to 1centers it's very hard to make that business work in fact the difference between even high income individuals and Wealthy individuals is high-income individuals only monetize their customers wealthy people monetize all their unconverted leads they monetize everybody who they touch everybody who touches them one way or another in order for us to do that we have to appeal to the actual ambition that
a large percentage of the people we talk to right to communicate with start out with which is the ambition to Escape The Unwanted not the ambition to be better to be bigger to be richer to be healthier to be thinner it is the ambition to Escape The Unwanted if you want a tarus for it here it is people don't want to be left out they don't want to be left behind they don't want to be uncool they don't want to be stupid they don't want to be attached to a loser or a losing argument this
is why in politics by the way the perception of who's going to win begins to affect how people vote dramatically so all the late the so-called undecided voters that's why they're undecided they're not undecided because they haven't yet got enough information in order to make a decision it's two weeks from the election our election Cycles are now permanent by the time we get to two weeks before the election how could any person possibly be but you hear about all these undecided voters well this is what they're undecided about they're undecided about who's going to win
because they want to vote for the winner so they could say they picked a winner they don't want to be associated with the loser there are exceptions right there's a guy in my neighborhood who's got a Jimmy Carter bumper sticker on his car right but he's an exception right you got to give them credit for being stubborn embarrassed people don't want to be embarrassed they don't want to feel foolish they don't want to feel incompetent they don't want to feel weak and impotent they don't want to be looked down upon they don't want to be
unwanted pied gossiped about unattractive or old and they have ambition to escape these conditions and they are far easier to motivate about that escape then they are about the positive alternatives to all of this it's also important to understand that even successful people even if you sell to successful people they are hyp sensitive to criticism and imagine critical thoughts of others almost everybody is walking around wondering what somebody else and somebody's else is thinking about them for the most part nobody's thinking about them at all so most of this is in their imagination it's not
in reality but it is there they are wondering about that and so you can use it if you wish I'll show you a couple Classics this is is from 1922 you could tweak it and run it today how little social errors ruined their biggest chance this is a full- page ad ran in newspapers in the 1920s it's got a coupon in it it's a lead generation ad for a home study course I'm just going to read you a few of the subheads in the captions bad mistakes are made the cratons suffer Keen humiliation excuse me
he knew that others were watching them reading in their embarrassment their lack of social knowledge I'll read you a paragraph we're doing copy I am going to have to read you a few things as we go along tonight but then something happened Viet noticed that Mrs Roberts had glanced at her husband and frowned ever so slightly she wondered what was wrong perhaps it was incorrect to cut a let lettuce with a knife perhaps t should not have used his Fork that way in her embarrassment she dropped her knife and bent down to pick it up
at the same time that the butler did oh it was humiliating unbearable they should never have come they didn't know what to do they did not know how to act you could tweak it you could run it today now the truth of the matter is of course really probably nobody thought anything of it but we think people think something of it that's why we own mirrors if we weren't sensitive to this we would just put on what we wanted and go here is an ad this is not an information ad uh this is I'm not
sure how old this is but it's ancient um the photograph at the top is of a couple woman adoringly looking at him and this guy over here kind of pathetic turn down again let me read you a paragraph what this the problem by the way is a thing called codones does anybody know what codones is anybody want to guess very good yeah it's blackheads what's more you may not even be conscious of common but your friends notice them you may wonder why invitations become fewer why Friends girls in particular seem to avoid you you may
never guess perhaps it's kodon poman massage cream helps you overcome codones keyw words you may wonder why invitations so you don't even know this is how Listerine was sold at to start with by the way too bad breath was an invented the the owners of lisine invented the condition here's a more contemporary ad more recent for an information product let me give you the secrets of fearless conversation there's an endorsement here by olarry King by the way um so don't you hate it the prospect of walking into a room that's packed with strangers having to
approach someone you've never met and strike up a conversation it's natural to feel uncomfortable you don't know are you making a positive first impression are you saying the right things the answer is this course right it might interest you where this ad succeeded Investors Business Daily The Wall Street Journal Forbes not trailer park monthly point being personal anxiety and hyp sensitivity to criticism the desire not to be embarrassed the desire not to be gossip about the desire not to feel foolish is not exclusive to any demographic or psychographic the Forbes 400 the richest men and
women in the world get up every morning worrying about this stuff just like anybody else does and when they go into any environment they're not comfortable with what they want to know is how are you supposed to behave around here now they do know probably which Fork to use but they go into all sorts of environments they don't know the answer one of the all-time classic ads in our industry is they all laughed when I sat down at the piano but when I started to play there's a version of this I couldn't lay my hands
on it but there's a version of this CES also wrote it about uh they they all laughed when it's like they all laughed when the waiter came over in the French restaurant but then when I started to order in French it's not exactly that but it's pretty close it's the same premise being laughed at not wanting to be laughed at so the whole first part of this ad this is all about how he's being goated into playing and really they're goting him into play in order to make fun of him the subhead says then I
started to play instantly a tense silence fell on the guests the laughter died on their lips as if by Magic I played through the first few bars of bov's immortal Moonlight Sonata yeah right from the home study course I I heard gasps of Amazement my friends sat breathless Spellbound the subhead here is a complete Triumph now the truth of the matter is who do you know who doesn't want to stick it up the butts of some friends of theirs over some skepticism those friends have about them we all do this is one of the most
reliable emotions there is this is a successful ad of mine it will look familiar to some of you the photograph is of a guy sitting in his underwear uh talking on a phone um and it is the famous how you can make $4,000 a day sitting at your kitchen table in your underwear ad um I'll read you a piece of copy from it I went from a young bright successful guy with a great job to an embarrassment to my family a mooch to my friends I sat in that basement after Peggy and the kids went
to sleep on one hand feeling like finding a bridge and jumping on the other hand more determined than ever this is what people want they want to go from these negative emotional experiences to Triumph that's what they want they want that much more than they want Improvement for improvement sake they want it much more than they want opportunity for opportunity's sake they want it much more than they want Wellness for wellness's sake they want to go from a collection of negative emotions and experiences to Triumph that's what we sell with our copy second key factor
emotional pain powerful sales copy inflicts emotional pain we twist the knife when we can figure out what a Target Market's emotional pain is then we want to make it as painful for them as is humanly possible a copy win is is the person who read our copy and then could not sleep because of The Angst we created so you've all had an experience of intense emotional pain you have failed miserably for example at something you have embarrassed yourself somewhere you have had a humiliating day or night and you come home and you can't get it
out of your head that's exactly where I want the reader then I of course want to solve it for him so the methods of twisting the knife here are the main ones one is with an all too familiar scenario okay here's a favorite cartoon of mine they're at the alar and she is saying that's what you're wearing the headline is it starts isn't that an all too familiar scenario I had a first wife who did that a lot you're going out the door are you wearing that tie with that suit no I put it on
for practice no I'm going to take it off in the car and go tyus no I of course I'm but right before you went out the door all too familiar scenario personal stories and confessions the reader sharply identifies with this is um this is copy for a client of mine who's a a real estate coach who sells to other real estate agents um I'll show it to you and read it it's in the middle of context of a lot of other copy but the day that turned my life around I looked at that trophy that
said I was number one but I felt like an absolute zero I sat in a near dark room alone Katherine upstairs asleep a storm pushing rain against the window and occasionally Illuminating the black sky with a momentary Boldt of light and I stared at that Trophy and felt my hatred for it deepening my shame in having it wrenching I stared at that Trophy and cried I cursed and swore at that damn trophy it lied I wasn't number one I was number zero because I still had to work at everything as if starting out at zero
the morning after being handed the trophy and every morning thereafter I had to answer the same Bell do the same drudgery face the same rejection I still had to apologize for interrupting dinner for another quick call that took 20 minutes I still had to apologize for another Saturday at work I still had to worry about where and when the next commission check would materialize I still started each month with certain bills but uncertain income I'd fought and clawed and worked day and night to get that trophy but it changed nothing you should applaud um no
I mean seriously but that is a personal story that every successful real estate agent and pretty much any successful salesperson can and identify with they're getting accolades recognition award pins trophies praise and yet inside nothing has changed they're waking up in the morning facing the same oh my God where's the next deal coming from emotion now uh it's embellished why because I want it embellished in his head you could say it in two sentences but if you're going to write good copy you don't you say it in two pages you want to push him to
despair third method reminders of suppressed negative feelings about self here's copy from another client of mine actually I'll give you two versions of this reminder of suppressed negative feelings about self I thought maybe they were right about me maybe I was in over my head what the devil was I doing here sitting in the reception room of the president of a $100 million company waiting to tell him what to do what if he asked what university I graduated from what if he called other Executives in I've never felt confident speaking to groups here's another version
of the same copy I thought maybe my father had been right all along we we are not the sort of people who ever rise to top incomes or live in the big homes in the best communities what made me think I could make tens of thousands of dollars a month when my father barely made as much working all year if it's in their heads we wish to stimulate it for them triggering negative imagination of others poor perceptions of them just showed you that in the previous sads third Factor also a dark one anger rage and
resentment getting people mad and then selling to them is a great approach to selling because so has anybody seen the latest you know the Toronto maror guy you know who's smoking crack and drunk and he looks like Chris Farley on Saturday Night Live you know that he's so there's a new video today um in addition to the crack smoking drunk video this one he's like pretending to assault somebody and saying a bad word every three seconds and threatening the life of somebody and running around a room screaming manically okay he is out of his mind
with rage at whoever this person is and it is perhaps fueled by booze and crack as well here's one thing certain simultaneous with that in those minutes he is incapable of rational thought he is incapable of anything but his anger and rage he is incapable of skepticism he is incapable of analytical thought he is incapable of critical thought he is incapable of adding up value and comparing it to Price He is incapable of any of that mind can only hold one thing at a time by the way so if we get get them mad they
are incapable of analytical critical rational thought about the proposition that we put in front of them they are only capable about being mad so we have distracted them from all of the ways that they figure out how not to buy so let me give you some examples so this is boardroom copy boardroom is one of the largest I showed you the book this morning boardroom is one of the largest infom marketers there is newsletters and books Bottom Line Health bottom line personal bottom line business right this is this is one of the great anger rage
headlines I've ever seen it's boardrooms the IRS has had you long enough it would be great with a picture of a fist around somebody's testicles that would be that would be be that would be the perfect photo that's probably a little much for boardroom wouldn't bother me to do it but it's probably a little much for boardroom the IRS has had you long enough siphoned out of our wallets is a piece of copy that appears I didn't give you the whole page but and for what so wasteful bureaucrats can throw our money down a rat
hole so money grubbing politicians can use it to pay political favors so IRS agents can Hound you and harass you and treat you as guilty until proven innocent I say enough amen yeah and so this is by the way what it looks like it's got a little picture Marty Edon who just passed away just left us uh standing there with arms folded and the IRS has had you long enough the solution is a book of course with 5,022 ways that you can reduce your taxes and deprive the IRS of money but if I get you
mad enough at the IRS you do not do a lot of critical thinking about how many of those 5,122 ways apply to you how many are legal what your CPA might think about them see you don't you don't think about any of that you're just mad and you act on being mad how can you now act on being made mad mad well you can't go grab your baseball bat out of your closet and go beat up an IRS agent okay how can well no it's not a bad idea but how can you so the way
you can act on the rage that has been created is by the book and you immediately feel better when you buy the book because you did something about being had long enough understand that in our world purchase counts as accomplishment and it is in our best interest to let that confusion occur so the person who gets whipped up by this copy and is mad as hell at the IRS and the money grubbing politicians and acts on his rage by by ordering the book immediately feels better not as good as baseball bat and but he feels
better because he has done something finally about this deplorable situation has he really done anything no has he changed anything no has he accomplished anything no is he likely to no yeah 90% of the books will never have the shrink wrap taken off of them but at that moment in time purchase was the same as accomplishment it is in our best interest to let that be fourth Factor the one we'll spend the most time on it's not all that dark it's just fundamentally weird and it's fascinating that we all all operate this way and everyone
here will deny you do but we all operate this way so the fourth factor that you can use to drive a lot of business in our world is mysticism in all of its various forms so overwhelming majorities of our population believe in Secrets they believe in secret societies they believe in consp cacies they believe that there is some secret being withheld from them that if they just had that so fat people believe no disrespect any fat folk in the room if it makes you feel any better I once was one of you fat people believe
in all sorts of Secrets and secret conspiracies they believe that there are ingredients put into the food deliberately stuck in there to make people fat they believe that there are diet Secrets skinny people know that are withheld from them and not told to them they believe all sorts of these things here is why they must you can't help yourself if you're fat from believing there must be a conspiracy a secret if you are poor poor people believe that there are secrets deliberately withheld from them by rich people that there is an entire conspiracy societally and
politically structured to keep them poor they must believe that what is the alternative belief I'm a loser I'm a big fat person with zero discipline no sense who cannot manage myself at all I'm a broke person because I am willfully stupid lazy useless pitiful and pathetic this is an unappealing proposition a much more appealing proposition is that there's a conspiracy to keep me fat and poor so mysticism exists because it's a viable and preferable alternative to reality for most people in many categories so just so you have a handle I have some facts for you
so aliens from outer space there are over currently over 500 different organizations that people who believe that there are aliens from outer space uh among us that they belong to in aggregate they have 16 million members there is for example the ancient astronaut society which of course believes in the existence of ancient astronauts they each pay $139 a year in dues to belong to the ancient astronauts Society the percentage of people in general according to rasmuson surveys who believe in aliens among us if you do a lot of coaching it's easy to believe by the
way in Aliens Among Us it it it explains a great deal uh 32% believe in aliens Among Us percentage of people who believe in government coverups of aliens Among Us is 47% curiously that's higher than the percentage of the people I'm not quite sure of that math political conspiracies JFK assassination fake moon landing 911 truthers Obama birthers bilderbergs one world order secret us internment camps death panels every single one of these things it's more than 30% of the population believes them I don't know if it's the same 30% who I don't know that but right
actually there is there are entire Industries around this if you don't know this there are speaking circuits there are magazines there are newsletters there are products there are DVDs there are CDs there's an entire industry just around political conspiracies we have mystical Powers December 30th year 2000 anybody here from New Orleans no December 30th the year 2000 the New Orleans Saints the NFL team in New Orleans for those of you who don't follow football paid a voodoo Prius to perform a pregame ritual to free the team from curses New Orleans then won its first playoff
game in its team history defeating the Rams somebody please text the Cleveland Browns and the Jacksonville [Music] Jaguars the the percentage of adults who believe in ghosts 34 4% American Society of psychical research which is Research into the Paranormal like Ghostbusters it has 9,000 volumes of research and has received over $50 million in Grants from benefactors mystical Powers this is a sales letter not from a real weird source so how many of you in here know what know what night night G conad is raise your hands a problem okay how many people bought something from
Nale Conant okay this is a nigh Andale Conant sales letter and a successful one journey into the fourth dimension scientists are baffled how is it that some people are able to gain access to information completely outside their physical experience in this report you will discover exactly how the CIA the Stanford Research Institute and others have done it plus you'll learn how you can do it for yourself subhead everyone has psychic ability better subhead remote viewing proof of non-local universal Consciousness this is a 16-page sales letter for an audio casset program that teaches you how to
separate your mind from your body and get psychic Insight that you can use to be more successful in life and in business this is a night Andale Conant sales letter this is not some bizarre entity some person in a cave somewhere so oh this is going to the night Andale Conant list with a lot of people on that list like you none of whom would ever admit to buying it but a whole lot of people own it mystical Powers self-generating electricity a machine that makes its own electricity this scam has been run over 500 recorded
times where investors have been brought into rooms and shown a machine that generates its own electricity the first recorded one was in the 1800s the most recent one was only three years ago to the tune of 20 some odd million dollars Fountain of Youth cyrogenic chirogenic however you say it the deal where they freeze you if you haven't heard this pitch by the way and I realize now I run the risk of insulting somebody you don't also believe in being frozen do you too okay of course got to be in the front row got to
be in the front row well you'll love this let me deviate for a second this is way do you hear this pitch where do you hear this pitch pitch so I'll preface it by I love the network marketing industry dearly however so up until this the pitch at which I could not keep a straight face I was in the back of the room the first time I heard it and because I like the people doing it I ran from the room before I burst out laughing and ruined their whole meeting because they were in the
bee pollen business and the problem with the bee pollen business if you don't know is that it comes by taking the stuff off the feet of the bees and the bees die when take this stuff and nobody really likes a spectre of dying bees so they have their scientist on stage showing a presentation about how to make their bee pollen they have a patented process and they have this machine that the bees go through and it only takes the pollen from the left feet of the bees thereby no bees die in the making of this
product now the guy who can deliver this with a straight face okay I mean this is Talent right but I now found something that trumps it so this may look like ordinary bottled of water to you but oh no it isn't this is H2 water right and there's five different kinds this is prosperity water this is perfect health water okay the slogan is think it while you drink it way till you hear the pitch this is vibration hydration while Prosperity water is being bottled everybody who is bottling it is chanting a Prosperity chant hence um
water infusing the water with prosperity energy so that when you drink it you automatically with no effort no work no change in Behavior become prosperous if you don't need to be prosperous perfect health water no exercise no diet no nothing they all chanted while the perfect health chant while they bottled the water and now all you got to do is drink the water it's only 10 bucks a bottle um miracle cures shark Stone e cancer how many you remember that baby he sharks don't get cancer therefore if you eat shark cartilage you won't get cancer
on your own time dissect the complete illogic of that statement which for many years sold tens of millions of dollars of shark cartilage right my dog does not shed so if I ate my dog I would still have a full head of hair and no hair would have fall it out same logic exact same logic Financial I remind you of Bernie maid off a lot of people think that's new uh if you want some fun sometime Google hake oil Swindle and get the book which has the list of everybody who invested in home stake oil
which was another Ponzi scheme much like B off the list is Rich with people who should know better including at the time the secretary of the US Treasury who invested in hom steak oil which was every bit as unexplainable as Enron the Enron story was actually taken from the homestake oil story they just substituted electricity for oil in order to sell homestake oil they went out in the middle of the desert outside of Palm Springs and they put purple pipes white pipes green pipes turquoise typ pipes plastic pipes up out of the desert all crisscrossing
each other and they flew people over them in helicopters and said see and everybody signed checks in 1999 a TV commercial was produced for whis's cat food with embedded subliminal messages for the cat a CEO approved this percentage of the US population that believes Elvis faked his death 47% I have a thing you can't laugh at that if you're firew walking and getting your head froze to so that so that so that after you die you can come back when your body's diseases are cured you cannot laugh at the 47% of the people who believe
Elvis faked is death you are forbidden okay of okay there we go well so you'll like my theory about it then my theory is after his fake death he spent his life working as an Elvis impersonator at holiday ends okay it's called in in plain sight um well we could go on people believe this it's one of the 100 most powerful headlines in advertising it never wears out because people believe in this stuff thank you for listening to the magnetic marketing podcast with Dan Kennedy if you love hearing in on these lost Dan Kennedy talks
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