Making Them Believe

1. Harness the power of authority and audacity in marketing

"Accepted authority can trump all other factors."

Authority is crucial. Dr. John R. Brinkley understood that presenting himself as an authority figure was essential to his success. He cultivated an image of expertise through various means, including obtaining a medical degree (albeit through questionable methods) and consistently referring to himself as "Doctor." This authority allowed him to make audacious claims and promises that would have been dismissed coming from someone without perceived credentials.

Audacity sells. Brinkley's marketing strategy was built on making bold, often outrageous claims about his ability to cure male sexual dysfunction through goat gland transplants. His audacity in promoting such an unconventional treatment helped him stand out in a crowded marketplace and attract attention from both potential patients and the media.

• Key elements of Brinkley's authority-building:
  • Use of the title "Doctor"
  • Ownership of hospitals and radio stations
  • Public speaking and media appearances
  • Publishing books and medical literature

2. Sell deeper meanings, not just products or services

"People are not looking for prevention; they are looking for the cure!"

Tap into emotions. Brinkley's success came from understanding that he wasn't just selling a medical procedure; he was selling hope, vitality, and renewed masculinity. He tapped into deep-seated anxieties and desires, promising not just physical improvement but a transformation of his patients' lives.

Promise a cure. Rather than focusing on prevention or treatment, Brinkley positioned his services as a definitive cure for male sexual problems. This appealed to people's desire for quick, permanent solutions to their issues.

• Emotional appeals used in Brinkley's marketing:
  • Fear of inadequacy
  • Desire for youth and vitality
  • Hope for improved relationships
  • Promise of renewed confidence

3. Elevate yourself through strategic media usage

"Brinkley wanted there to be a 'legend of John Brinkley' spread far and wide."

Leverage multiple media channels. Brinkley was a pioneer in using various media to promote himself and his services. He understood the power of radio, print, and even film to reach a wide audience and build his reputation.

Control your message. By owning radio stations and producing his own content, Brinkley ensured he had complete control over his message and how it was delivered to the public. This allowed him to craft a consistent narrative and image across all channels.

• Brinkley's media strategies:
  • Owning and operating radio stations
  • Publishing books and pamphlets
  • Producing promotional films
  • Generating publicity through stunts and challenges

4. Create powerful positioning and a dynamic persona

"Positioning is a vitally important strategy, producing an enormously valuable yet very vulnerable asset."

Differentiate yourself. Brinkley positioned himself as a revolutionary medical pioneer, fighting against an establishment that didn't understand or accept his methods. This positioning helped him stand out and appeal to those who felt disenfranchised by traditional medicine.

Develop a compelling persona. Brinkley crafted an image of himself as a tireless researcher, dedicated healer, and champion of the common man. This persona helped him connect with his audience and build a loyal following.

• Elements of Brinkley's positioning:
  • Innovative medical pioneer
  • Outsider fighting the establishment
  • Champion of the common man
  • Possessor of secret knowledge and techniques

5. Make price irrelevant by focusing on value and exclusivity

"There's never any trouble selling the penthouse—especially when it consumes the entire top floor of the building."

Create perceived scarcity. Brinkley emphasized the unique nature of his treatments and the limited availability of his services. This created a sense of urgency and exclusivity that made patients more willing to pay high prices.

Focus on value, not cost. Instead of justifying his high fees, Brinkley focused on the life-changing benefits his treatments supposedly offered. By emphasizing the value of renewed vitality and improved relationships, he made the price seem secondary.

• Strategies for making price irrelevant:
  • Emphasize exclusivity and limited availability
  • Highlight unique benefits and transformative results
  • Create tiered offerings for different levels of affluence
  • Use testimonials to demonstrate value

6. Capitalize on controversy and criticism to build your brand

"Controversy sells."

Embrace criticism. Rather than shying away from controversy, Brinkley used attacks from the medical establishment to his advantage. He positioned himself as a persecuted visionary, which only strengthened his appeal to many supporters.

Create a narrative of conflict. Brinkley's ongoing battles with regulators and critics became part of his brand story. This narrative of conflict helped keep him in the public eye and reinforced his image as a maverick fighting for his patients.

• Ways Brinkley used controversy:
  • Publicly challenging his critics
  • Framing attacks as evidence of establishment fear
  • Running for political office to fight regulation
  • Using legal battles for publicity

7. Develop a relentless follow-up system for leads

"Brinkley's Marketing & Money Machine had, as one if its most important cogs, relentless follow-up."

Systematic lead nurturing. Brinkley developed a sophisticated system for following up with potential patients, using a series of letters that gradually increased in urgency and persuasiveness. This systematic approach helped convert more inquiries into paying patients.

Persistence pays off. By continuing to follow up with leads over an extended period, Brinkley was able to capture business that might have been lost with a less persistent approach. His follow-up system demonstrated the value of not giving up on potential customers too quickly.

• Key elements of Brinkley's follow-up system:
  • Multi-step letter sequences
  • Gradual increase in urgency and tone
  • Personalized touch in communications
  • Consistent messaging across all follow-ups

8. Master the art of reinvention and resilience

"Each time that Brinkley got knocked down, he not only rose up and re-invented himself, but he upped the ante."

Adapt to challenges. Throughout his career, Brinkley faced numerous setbacks, including legal challenges and loss of medical licenses. However, he consistently found ways to reinvent himself and his business, often emerging stronger than before.

Turn setbacks into opportunities. When faced with obstacles, Brinkley often used them as springboards for new ventures or marketing angles. For example, when forced to leave Kansas, he established an even more powerful radio station in Mexico.

• Brinkley's reinvention strategies:
  • Pivoting to new medical procedures when old ones were discredited
  • Expanding into new markets and media channels
  • Reframing setbacks as part of his underdog narrative
  • Constantly updating and improving his marketing messages

Last updated: August 8, 2024