Title - Legend for newsletter licence Tags - callumlegend
What do others tell and re-tell about him?
- Doesn’t own a mobile phone
- Doesn’t use email; only fax and post
What/who is he known as?
- Strategist, not just copywriter
- Deals with problems head on
- Effective
- Blunt, direct, honest
- Renegade
- Inaccessible (even to clients)
- Eccentric
- Expensive (but great value)
- Respectful (but NOT subservient)
- Prolific author and publisher
- Newsletter editor
- From-scratch, first-generation millionaire
What is he known for?
- Terminating clients
- Specialist knowledge
-
Growing a health practice -
Marketing/business strategy -
Advertising/copywriting -
Human psychology - Extremely busy and has more business than he can handle
- Difficult to work with
- Time fetish - intolerant of having time wasted
- Attacking/criticising status quo
-
Industry associations -
Industry marketing - Attacks common enemies
-
Ad agencies -
CQC -
Freelancers -
Problem patients - Associates with famous people
Who do others associate him with in their minds?
- Michael Gerber?
- Jay Abraham?
- Who is famous and influential in their world?
What is his selfless, pro-social, champion-of-the-oppressed mission?
His mission is to protect health practice owners from the marketing vultures who feed on their carcasses. He champions honest-to-God professionals who have never been shown what is possible and have never been shown the shortest, fastest, easiest path to THEIR vision of a successful practice.
What are his superpowers/mystical skills?
- Turning health practices into autonomy machines
- Maximises and multiplies business assets
- Converts existing hidden or underutilised assets into cash
- Fixes underperforming practices
- Liberates practice owners - 60-hour-weeks to freedom over time and location
- Turns ordinary businesses into extraordinary businesses
- Knows which opportunities to focus on next for the biggest breakthroughs
- Sees opportunities others don’t
What’s his origin story? Why is he here, doing what he’s doing? How did he transform from ordinary person to superhero?
- Frustration boiled over, inner renegade broke out, all hell broke loose
- 80-hour-work-weeks ⇒ time & location independence
- Built autonomous practice with minimal investment of time, energy, monet - at lowest possible risk
What is his costume?
- He dresses like he’s going to chill on his yacht after this piece of business is dealt with - linen trousers, open shirt, sleeves rolled up
- His clothes are tailored, fine quality, but they don’t try to hard to impress - there’s no ties, his shirt is white/light, and he wears a smart-casual blazer in tweed/linen
- His style is a blend of country gentleman and industrialist - the picture of success - like a titan of industry who had reached the pinnacle and now lets otehrs do the work while he enjoys life in the country
- Works from his home office in his country mansion or his foreign homes
- Meets clients at posh hotel near home or in his home office
- He can take weeks to reply to messages and communications, even from clients, unless a genuine emergency
- He keeps other waiting
- Clients come to him
- Clients must agree to rules of the road (contracted)
- Handles phone calls by appointment only
- Nobody gets to “pop in”
- Lives in a big country mansion/estate
- Seen as country gentleman
- Goes skiing
- Goes sailing
- Flies planes
- Lives in country with family - “retired” from city life and doesn’t give this up by travelling for work regardless of the reward or status of the client
- In great shape - he’s unusually bulky for someone of his height, he looks bright and energetic, people say “he’s a big guy!” and they think “that guy’s in great shape - he’s really got it together!”
- Lives abroad for half of the year so is only available for in-person consulting days if someone travels to wherever he is or waits for return to UK
What is his codename?
[#kennedyIWW]: Dan S. Kennedy: Influential Writing Workshop.