This week’s Resource Recommendation: Making Them Believe:The 21 Principles and Lost Secrets of Dr. J.R. Brinkley-Style Marketing by Dan S. Kennedy and Chip Kessler
First, to give you some context for this highly interesting and entertaining book, here is an excerpt from the back cover:
DR. JOHN BRINKLEY was, at one time, the wealthiest doctor of his time, undeniably the most Barnum-esque promoter in medicine in his time, vilified and prosecuted as a quack, praised as saint by the amazing number of men who flocked to him for his ‘fountain of youth’—and by their wives. This book delves deeply into his TWENTY-ONE MARKETING PRINCIPLES, to provide a blueprint for adventurous advertising, marketing, promotion and personal promotion that can install a ‘fountain of profits’ in just about any business! IF YOU’D LIKE TO—AND WOULD PROFIT FROM—making yourself or your business famous and magnetically attractive, locally or globally, this in-depth analysis of The Lost Secrets behind this amazing success story are for you!
If you are wondering what Brinkley’s “fountain of youth” was, well it was a solution to an ailment now commonly corrected with medications like Viagra and Cialis, only Brinkley’s cure involved surgery and goat testicles. Seriously.
This is an unabashed marketing book, focusing on principles used by Brinkley in the early part of the 1900’s. It is part history, part marketing and all persuasion. After all, if you think you have a persuasive challenge with your team or organization, consider Brinkley’s!
I found this book to be a fast, interesting and entertaining read. I am and will be applying the 21 principles to our business, and I believe they all have relevance to leaders everywhere (I will be writing more about them in the future as well).
Overall I found the book well worth the read and think you will too – especially if you are interested in marketing and history, as well as learning from a master (both the subject and one of the authors) about how to persuade and inspire.