Last week, I got an email from direct marketing legend Dan Kennedy himself!
Ok, probably not Dan himself.
For one thing, Dan is famous for not exposing himself to the digital crack that is the Internet or even having an email account.
For another, a buncha people in my Daily Email House community have lately expressed displeasure with Russell Brunson of ClickFunnels, who bought Dan Kennedy’s business a few years back, for firing the copywriters and replacing them with AI (presumably for emails going out in Dan’s name also).
Anyways, here’s what “AI Dan” wrote me:
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That was the first time anyone told me I was grotesquely underpriced.
In my experience since, almost everybody is.
Not because the market will not pay more. Not because the work is not worth more. Because of what is going on between their ears.
For five days starting May 18th, I am going to show you exactly what changes when you cross from six figures to seven.
Not inspiration. Not theory. The actual system.
Day 1: Add a Zero
Day 2: Add a Comma
Day 3: Faster Than You Think
Day 4: The Marketing Machine
Day 5: Dan Kennedy Day
90 minutes a day. Completely free.
I have charged $19,400 for a single consulting day. The Seven Figure Academy, where this material was first taught, required a significant four-figure investment to attend.
This challenge costs nothing.
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I don’t think I’ve ever, in my life, signed up for a challenge before. But I signed up for this.
For one thing, I’m working on my Art of Charging More book, and I’m constantly looking for more ideas (and case studies and stories) that I can include.
For another thing, I suspect I myself could be charging 10x what I charge. (Advising others to charge more is one thing. Doing it yourself is another.)
For a third thing, it’s Dan Kennedy. Live. And Dan is the guy I’ve quoted the most in this newsletter and learned the most from, both directly and indirectly, when it comes to direct marketing, copywriting, and running a personality-first biz like this newsletter.
I’m telling you all this because my new philosophy is to take people along when I do something.
Day 1 of Dan Kennedy’s free challenge is today. It’s happening live at 7pm CET/1pm EST/10am PST.
Dan and Russell say it’ only happening live, with no replays.
Is that true?
I have no idea. But I do know for a fact that Dan believes that the only hope you have of selling at a distance is to deliver such a tonnage of sales content that the audience gets themselves into a state of gullibility.
I’m telling you this to warn you.
I don’t know what Dan is selling on the back of this challenge.
He’s sure to be selling something.
That doesn’t take away from the fact the guy is the most experienced person in the world today when it comes to direct marketing, and that this challenge is going to be valuable whether you buy whatever Dan ends up selling or not.
At least that’s what I’m telling myself.
If you wanna join me, live tonight, to hear what Dan has to say about charging more: