A Double Kennedy Experience

Who would’ve guessed? Two Kennedys in one day? But that’s exactly what happened, and let me tell you, I couldn’t be more thrilled.

It all started at the United Lounge in Newark on my way to Cleveland. There, purely by chance, I crossed paths with none other than RFK Jr. I was en route to meet one of my mentors, Dan Kennedy, as part of a “Winner’s Weekend” for a Magnetic Marketing contest, where I came in runner-up.

Now, I had only just started following RFK Jr. after he announced his candidacy for the ’24 presidential race. I’d heard some of the buzz around him—mostly the “fringe” theories—but beyond that, I didn’t know much. So, I started listening.

After all, the first presidency I really remember was his uncle, JFK.  As a child, his “Moon Shot” program captured my imagination.  I immediately began reading science fiction.  And thought my dreams were temporarily shattered by his assassination, the program he started came to fruition the night I met the woman who would eventually be my wife; July 20, 1969.  The Kennedy name has played a key role in my life.

Dan Kennedy first came to my attention on 1984, when I acquired a set of his cassettes.  They contained practical information, which I used to build my first dental practice, eventually selling it to Columbia University in 1996.

Back to RFK Jr.

What caught my attention was the kind of questions he was asking—the kind hardly anyone else seems to be asking. This reminded me of Dan Kennedy. Dan isn’t just about asking questions, though; he’s about getting you to think through the answers and take action.

RFK Jr. digs into the WHY, while Dan focuses on the HOW—a dynamic duo if I’ve ever seen one.

RFK Jr. had some burning questions that got my wheels turning:

It reminded me of a line from Animal House, where Dean Wormer says to Flounder: “Fat, drunk, and stupid is no way to go through life, son.” And yet, that seems to be the unfortunate direction we’re heading with today’s kids. Something’s off, but not many people are addressing it.  And, when they do, they’re called conspiracy theorists, or worse.

So, there I was, preparing to meet Dan, ready to dive into my own “HOW” questions about a new direction I was considering for my coaching and consulting business. Knowing Dan, I figured he’d hit me with a “WHY” of his own, so I laid it all out: My mission was to help dentists who want to provide high-quality, patient-centered care—preventive, comprehensive, and free from the shackles of insurance—find a way to stand out from the corporate and ‘drill and fill’ practices.

Dan, ever the straight shooter, cut right through my pitch. He wasn’t interested in the mission—it was either old news or not hitting the mark. Instead, he went straight to the heart of the matter, questioning my strategies and tactics.

He was on board with my “diagnosis and treatment plan” approach, but only if I could pinpoint a market that values those services and the outcomes they deliver.

The real challenge, he said, was to define that market clearly—the market that truly appreciates and is willing to invest in what I have to offer.

And that’s the same challenge every dentist faces. It’s classic Dan Kennedy—Market, Message, Media. But before you can even get to that, you’ve got to figure out what you’re delivering. Most dentists miss the boat on this one. Just take a look at their websites—they’re all about “services,” not outcomes.

Here’s the truth: No one wants a dental procedure. What they want is the result of that procedure. Whether it’s:

So, what are you actually delivering? What emotional needs are you meeting? And most importantly, who will benefit from these outcomes? Who will appreciate them? Who is willing to pay for them?

That’s your market.

Too many dentists do it backward. They target “all new patients” and then try to meet their needs. Then they’re left wondering why patients say “NO” to treatment.

That’s just dumb!

But don’t worry—how could you have known any better?

Now, you’ve got a way forward. Join The Liberated Practice Program, where you and your team will learn unconventional strategies that lead to extraordinary results: happy, healthy patients, a motivated staff, and fulfilled doctors.

Remember: Start asking WHY and HOW. It’s a game changer.

To Unconventional Strategies,

Michael

P.S.  If you use code “Liberated24” at checkout, you’ll receive a $500 discount off the yearly subscription.