I got a lot of replies to my “No B.S. scarcity” email on Saturday.
That email was about Dan Kennedy’s decision to close down signups to his No B.S. Marketing Letter. The email linked to an optin page for a livestream from Dan’s basement — hosted by Russell Brunson — in which Dan would explain his inexplicable decision to stop taking on new subscribers.
Here’s what a few people wrote me in response:
#1 “I’m enjoying how you managed to critique the probably fake scarcity while still using it on us all… 😅“
#2 “I registered for the livestream, John. I appreciate your integrity of not promoting since you hadn’t signed up. :-)”
#3 “If you tell me it’s worth it, I’ll probably subscribe too. If not, I will continue to read and reread Master Dan’s books.”
And then, there was one reader who replied to simply say:
“If Russell Brunson is involved, it’s fake.”
I followed up to ask if this reader had some previous experience with Russell. To which my reader replied:
“He embodies the worst of direct marketing and fake urgency/scarcity. But, it seems to be working so not sure where that leaves me.”
Legendary 19th-century conjurer Jean-Eugène Robert-Houdin once wrote that a conjurer is an “actor playing the part of a magician.”
And legendary 21-st century marketer Dan Kennedy once wrote:
“This gets to a view of selling as a performance art. As such it is to be planned, scripted, physically choreographed, rehearsed, and ultimately performed. Most sales professionals unfortunately view the presentation as something that they should just be able to do.”
I’m not sure if this makes anybody in Dan’s audience — or in the audiences of all the marketers who are descended from him — feel better about the experience of witnessing scarcity as a performance art.
But it might clear things up, and explain where that leaves you — and that’s participating in a show.
One thing’s for sure:
Both Dan Kennedy and Russell Brunson are sales professionals of the highest caliber.
If you want to see them in action, there’s that free livestream from Dan’s basement in a few weeks’ time, explaining why Dan has decided to shut down new signups “for the foreseeable future.”
So if you’d like to learn something about effective marketing or simply watch two wonderful actors put in a great performance, you can sign up below.
And DO IT NOW — before all the free tickets have sold out and the infinite Zoom attendee limit has been exhausted and the deadline sirens start to blare. Here’s the link, which will self-destruct after you click on it:
https://bejakovic.com/no-bs-scarcity