Showmanship in Business: The Lost Book That Changed How I Launch Everything | #Marketing - Ep. 55

The Russell Brunson Show

Russell Brunson

Business, Marketing, Entrepreneurship

4.8 • 836 Ratings

🗓️ 23 July 2025

⏱️ 14 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode of The Russell Brunson Show, I dive into one of my favorite lost books of marketing: Showmanship in Business by Kenneth Goode and Zenon Kaufman. It’s out of print, almost impossible to find, and yet it’s filled with some of the most powerful principles I’ve ever studied when it comes to getting attention and making your message stick. This book was endorsed by Dale Carnegie and breaks down how to turn your product, offer, or brand into something truly memorable. I walk through the four pillars the authors teach, and how I’ve used these exact ideas in my own business to boost show-up rates, get people to share what I’m doing, and create real moments that matter. Key Highlights: The four pillars of business showmanship: Attract, Emphasize, Emotionalize, and Create Action How Tim Shields created theatrical experiences to sell photography training online The story of my “Dan Kennedy pilgrimage” and why it changed everything for one of our webinars Why a good message alone isn’t enough… You need a performance around it How adding intention and drama can 10x the impact of your marketing, even without a big budget This book is a reminder that people don’t just buy offers, they buy experiences. The best marketers aren’t just teachers… They're performers. And when you wrap your content in a little showmanship, everything changes. If you’ve ever felt like your message is getting lost in the noise, this episode will show you how to make it unforgettable. Get Russell's book notes here: ⁠⁠⁠http://russellbrunson.com/notes ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://sellingonline.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://clickfunnels.com/podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://nordvpn.com/secrets⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠northwestregisteredagent.com/russell⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn.com/CLICKS⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠RocketMoney.com/RUSSELL⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Indeed: Get a $75 sponsored job credit to boost your job’s visibility at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	This is the Russell Brunson Show.
0:04.0	Welcome to the vault.
0:06.0	Today I've got another out-of-print book on advertising and selling that is going to change everything for you.
0:13.0	So this book is a new one of my collections called Showmanship in Business.
0:16.0	I got this book because we were focusing on like doing what we call dramatic demonstrations.
0:20.0	Maybe someone back and they wrote a book about this, and I found this book.
0:23.1	I'm like, this is the book.
0:24.0	I got a screaming deal on this book, and some of you guys may think I'm crazy to spend $500 on a book, but this one costs $500. I think it's first edition. One of the cool things about this book, a lot of people probably don't know, is Dale Carnegie, who wrote first edition of How to Win Friends and Influence People.
0:20.1	Dale Carnegie actually talked specifically about this book.
0:22.6	I pulled out the quote today.
0:23.5	He said, this is the day of drama disease. who wrote first edition of How to Win Friends and Influence People. Dale Carnegie actually talked specifically about this book.
0:39.4	I pulled out the quote today. He said, this is the day of dramatization. You have to use showmanship. And then he said, read Showmanship in Business by Kenneth Gude and Zen Kaufman. It's an exciting panorama of how showmen are ringing the cash register. And he goes on and talk about some of the case day. So in How to Win Friends and Influence People,
0:34.8	he's talking about this book,
0:36.1	yet this book is out of print, it out of publish,
0:37.6	you can't find it, not even on Amazon.
0:39.0	We tried to buy one today. And he goes on and talk about some of the case day. So in How to Win Friends and Influence people, he's talking about this book.
0:54.4	Yeah, this book is out of print, it's out of publish.
0:55.9	You can't find it.
0:56.5	Not even on Amazon.
0:57.3	We tried to buy one today, and it is not there.
0:59.3	So that's what showmanship in businesses. It's all about how to add that extra flare in your business to get people to notice you, to see what you're doing. You know, front cover here's got this dog on a parade,
0:52.5	just an example of showmanship.
	...

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