Making Them Believe: The 21 Principles and Lost Secrets of Dr. J. R. Brinnkley-Style Marketing

by Dan S. Kennedy

In our terminology today, he generated leads, then had to send media to those leads, putting the burden on it to move the prospect from tentative interest to the first commitment; costly travel for consultation; then, there, moving that prospect the rest of the way to complete commitment. Forced into this, Brinkley began with fairly simple sales letters, but graduated to what I now call a “shock ‘n awe package". Those packages I build today are typically multi-media, including a sales letter, other printed literature, a book, audio CD, DVD, packaged in an impressive manner. Clients incur fees upwards from $50,000.00 to have me develop theirs, for very good reason; they can be “game-changers". My personal modus operandi has long been the delayed sale, with some version of a shock ‘n awe package delivered between the prospective client’s query and the time I finally have a personal conversation with him. So, for example, when someone called my office to inquire about booking me to speak for their company’s or association’s meeting, I never—repeat: never—either immediately jumped on the phone to engage that prospect, or returned a call or had a phone appointment arranged before delivering a package of my material and allowing a few days for its review. Most of my peers who became aware of my approach were terrified by it and wouldn’t dare use it, fearing the impatient prospect would simply move on to someone else and book them. I do not believe in conducting business fearfull...