In this presentation, marketing consultant Dan Kennedy explains his "Shock and Awe" referral system, a physical, branded information kit designed to motivate clients to refer new business. He walks through the components of the kits—plastic‑bagged packages containing a doctor’s information sheet, a video‑book that plays automatically, a quiz, and a product‑specific brochure— and demonstrates how to script a simple referral pitch. Kennedy shows examples built for Dr. Weischt and Dr. Burleson, emphasizing that the product element is the only variable while the overall format stays the same. He discusses implementation details (limit of three kits per client per year, a funnel to capture referrals) and shares results from financial‑advisor pilots: higher referral counts, faster referral timing, and about 10 % of recipients asking for more within one to two weeks. The talk also includes interaction with a participant (Speaker B) who has already mapped and implemented the system.
Chapters
So a comprehensive internal marketing system has that plus a bunch of stuff wrapped around it. This is the antithesis of, "Hey, would you please tell your friends and neighbors about us?" One tool that helps a lot, and I'm going to show you two made by Parteev. Did you get a mic? Okay, I may want to ask you a question. So shock and awe packages. Many of you are now familiar with the shock and awe package. The role they have in referring is the patient who comes in through this kind of device feels better about you, client, and tells other people about you. But these are also the, at some point, hey, you had a great experience here. At some point you're going to tell somebody about us. We usually put them in plastic bags So here's 3 of our— is it a book? Oh, there's the thing in here. So here's 3 of our packages just like the one you got. I put each one in a plastic bag so you can put it in the trunk of your car if you want to and it won't get grease all over it. And at any opportunity you have when you're having a conversation with somebody about it, just, here's my doctor's information kit and his video book in this case. Or here's my doctor's information kit and my book. "Here's a doctor we trust with our healthcare. I think you'll find this really interesting." That's all you have to say. You just have to say, "Here's information from my doctor, including his book. I think you'll find it really interesting. He's a guy we trust with our healthcare." That's all you have to say, Mary. Okay, you do it 3 times so Mary learns the script. Alright, so now that's kind of implanted. We've given her a good tool to give away. If it's got a book or a video book in it, gives her, it gives her help, it gives her brownie points for doing it. So this is your Shock and Awe for Dr. Weischt. Do you want to tell me anything about it? You have 30 seconds.
Yes, sir. It follows everything you said. I mind mapped it and implemented it.
And this is the video book that's in it, which when you open it up It plays, right? Or do you push a button?
No, it just plays.
It'll automatically come on, okay? Which it's not automatically come on. It's not— hey, it's not coming on. Give me that. It's always— it's the copier salesman's bane of existence, his demonstration. Take my word for it, it's supposed to, uh, it's supposed to do this. There we go, video loading at least appears on the screen, and then the little video comes on in the book, right? So this package, when it works, and then this is Dr. Burleson's, who's going to come up here in a second. This is Dr. Burleson's. The format is largely the same, okay? It's built on a template literally that I created, okay? Slight variances, obviously. This is, does your child need braces? This is, this is not a braces practice, how to get the radiant smile. So the product is different. It's important that only one piece of this whole thing has to do with the product, by the way. And so you build these for people, correct? Yes. It has a quiz and everything. You've ripped off my format.
You call me a parasite, I'm just living up to your theme.
There you go. And you— and he's doing it brilliantly, by the way, for clients in all kinds of fields. So these tools, if you want people to refer, you gotta give them good tools. They have to have a bag of tools. You can't give them— I mean, you can. I saw Dave do this at our magnetic marketing thing. I cringed. It's better than nothing, but, you know, giving them 3 business cards has all the problems with it. See, this relieves these problems. This actually motivates. So when we've done this with financial advisors here, consistently is what has happened, all right? The number of referrals has gone up. The speed of referral from the client has improved, all right? And about 10% are back within 1 to 2 weeks wanting more. I gave those 3 you gave me out. I gave them out. Is it okay? Could I have some more? No. We only let a client have 3 a year, okay? We'll go— come back in March. I mean, so good tools, good process, a funnel that captures the referral when it comes to you. That's the correct way to play this game. Now, I have two people who are great marketers in practice.
