How One of America's Rogues Marketed 'The Goat Testicles Solution' And Made Millions

SPEAKER_1 (0:00)

Would you believe me if I told you that a doctor in the 1920s transplanted goat glands into men and made millions doing it? While his cure was a fraud, his marketing was brilliant. In this podcast, Dan Kennedy breaks down every principle that made it work and explains how to apply those same principles to something honest. Let's join Dan.

SPEAKER_2 (0:18)

I don't think there's anybody that has had a bigger impact in the field of direct response than Dan Kennedy.

SPEAKER_3 (0:25)

The legend of Dan Kennedy should be ignored at your own peril.

SPEAKER_4 (0:29)

They're not really the lessons, they're kind of laws that you live by.

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Dan opened my eyes to what small business marketing looks like.

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Dan teaches strategic direct response that is timeless.

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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.

SPEAKER_4 (0:50)

Welcome to the Magnetic Marketing Podcast with your host, Dan Kennedy.

Bill Glazer (0:56)

Hello everyone, this is Bill Glazer with another one of our monthly diamond color coaching calls. And this month we've got a really special topic, which is all of our members should have received as a free gift from us a copy of the relatively new book that's out, published by, actually authored by Dan Kennedy and Chip Kessler, which is called Making Them Believe, The 21 Principles and Law Secrets of Dr. JR. Brinkley's Style Marketing. And I have with me not only Dan Kennedy, but also Chip Kessler, who's the co-author of that book.

And I'm going to like dig right into this. And I've got a list of questions that I'm going to fire at both Chip and Dan. And Chip, just so you know, you were kind enough to send me over some questions. I ignored all of those.

Chip Kessler (1:52)

Well, there's so much for me, right? That's right.

Bill Glazer (1:55)

Because this is all about working without a net, Chip.

Dan Kennedy (1:59)

So those questions will be useful with others, however, who, depending upon the way you wish to view this, are either less ingenious and spontaneous than Bill, or more prone to preparation than Bill.

Bill Glazer (2:17)

Well, Bill is very prepared.

Chip Kessler (2:20)

I got my questions, okay?

Bill Glazer (2:24)

So, Chip, here's the first question for you, and this one, have no fear. I mean, if you could sort of give everybody a brief history of John Brinkley, sort of a little background history. I know you go through it early in the book, but just to, let's just cover the basics first, okay?

Chip Kessler (2:43)

Okay. Grew up extremely poor, dirt poor, as it were, in western North Carolina. Decided at a very early age that he didn't want to stay poor any longer than was absolutely necessary.

Local medicine show visits his town of Beta, North Carolina. Brinkley takes an immediate interest in the medicine man there, and decides that is his first step out of poverty, becomes a medicine show pitchman, learns from this person the ins and out of pitching products and how to market things in a very elementary level.

Decides that the next step in his journey is to gain some authority and credibility beyond medicine shows and enrolls in a, quote unquote, medical college, but does not graduate. As Pope Brock and his book, charlatan, quoted to a certain kind of mind, graduating is like cheating. And I guess Brinkley viewed graduating such as a shortcut. So he kind of roams around, does some more medicine show work, and then eventually does gain a medical degree. And did it, as I mentioned, at the super conference, the Brinkley way, he bought a degree from an electro medical school that enabled him to actually gain a medical license to practice in the state of Kansas. He sets up shop there and mainly as a general practitioner at the very early stages of his medical career. Local farmer by the name of William Stitsworth shows up complaining about a lack of quote unquote PEP, which translates into a lack of performance in the bedroom.

The farmer and Brinkley, Dr. Brinkley as it were, begin discussing the problem. Get on to the subject of how goats are very much equipped and able to handle this sort of thing in their own way. And being that we're in Milford, Kansas in the middle of farm country, it's decided between the two that a goat gland transplant will be performed on the farmer, Mr. Stitsworth. Surgery as it were is done and the farmer reports success. And Brinkley is often running and peddling out his cure, taking his shrewd marketing principles that Dan and I cover in the book as he develops these and really becomes a national phenomenon in performing this surgery to hundreds and hundreds and hundreds of willing men through also the partnership of their I guess we could say sexually starved wives. And best of all, Stittsworth, some nine months later, has a son born, so you have further social proof and testimonials beyond what Stittsworth was already talking about. And Brinkley is often running.