This “quack” physician invented INFOTAINMENT long before it was even a word!

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: You might find it hard to believe now, but radio was once considered akin to a public library, a cultural asset free of commercials. However, all of that changed when “quack” physician John Brinkley built his own radio station to promote his cure for male impotence. Curious to know more about what made Brinkley a great marketer? Keep reading below to know more about how Brinkley pioneered radio advertising and combined entertainment with a strong sense for the memorable turn of phrase. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

This “quack” physician invented INFOTAINMENT long before it was even a word! John Brinkley: The “Goat-Gland” Doctor and Radio Advertising Pioneer Have you ever seen or heard a commercial about something and thought, “There’s no way that could actually work”? If you’re updated with celebrity wellness brand news, reading the question above might make you recall Gwyneth Paltrow’s jade egg fiasco and the criticism her company Goop received for falsely claiming that these intimate accessories could help women with bladder control and hormone regulation. Despite being fined $145,000, Paltrow’s empire still continues to grow with vitamin concoctions that cure fatigue, quartz-infused water bottles, and boxed alkaline spring water. I feel bad about saying this but truth be told, advertising has roots in selling false promises with unsubstantial marketing claims. It’s about time we change this way of thinking in the business and marketing world. One example is the rise of radio advertising, which began with “quack” doctor John Brinkley, his “miracle” procedure, and his ability to use the power of air waves for massive profit. Let’s get into his life a bit… It’s 1916. Our anti-hero had settled in Milford, Kansas after dropping out of Eclectic Medical College and practicing with an undergraduate license for a period of time in Arkansas. In Milford, Brinkley makes a name for himself by promising to cure male impotence with just one life-changing operation: A goat gonad transplant. A lot of patients travelled long distances to have their virility restored with Brinkley’s miracle procedure that immediately gained national attention. His practice was financially viable, but it was further amplified when he bought a radio transmitter and launched one of Kansas’ first-ever radio stations, the KFKB, which meant “Kansas First, Kansas Best.” In between entertainment segments, Brinkley advertised his miracle remedy for male impotence and hosted a program called, “Medical Question Box,” where he offered solutions to ailments afflicting callers from around the country. The power of radio allowed Brinkley to grow his practice and expand his reach to other states in the US. Through this, he was able to combine entertainment, Bible readings, and some memorable turns of phrases. That’s the first glimpse of what we now know as “infotainment”―broadcast material that is intended to both entertain and inform! However, the Kansas Medical Board held a hearing to debate whether or not Brinkley’s undergraduate license should be revoked. They said the doctor was misleading and endangering patients with a bogus procedure and false advertising. After that, the Federal Radio Commission also refused to renew KFKB’s license for similar reasons. But Brinkley is not to be easily deterred. He launched a write-in campaign for governor, and his popularity enabled him to earn 30% of the vote. Determined to be heard, he established another radio station in Villa Acuna, Coahuila, Mexico―a place that was out of the Federal Radio Commission’s jurisdiction. This station became so powerful that he was able to spread his eccentric procedure to audiences as far as Alaska! Brinkley raked millions of US dollars for his practice, but a series of lawsuits later on bankrupted him for good. He was later on sued for malpractice, indicted for mail fraud, and investigated for tax evasion by the Internal Revenue Service. Brinkley met his end in 1942, following two heart attacks and a leg amputation. So, what can we learn from his story? I’m not saying you should also involve yourself with some malpractices in your field or niche so you could rake millions of dollars just like Brinkley. I think one key lesson we can take away from Brinkley’s story is this: Good marketing solves consumers’ and clients’ problems. Brands that back up their promises with a good product or service are the ones that can win audience trust. Today, trust is more important than ever. Consumers want brands that align with their beliefs and they’re more likely to trust those that support causes that matter to them. Besides, in an era of “fake news,” deep-fakes, and photoshop, consumers put extra emphasis on authenticity and honesty. This is why building brand trustworthiness and rapport is crucial. So, whether you’re working as a full-time employee or as an independent, one thing is certain: You must make sure you provide genuine and authentic services and product offerings to your customers and clients. This might not immediately get you to your goals in the short term, but this will help establish your trustworthiness and rapport with your target market in the long term. Hope you’ve found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Monday’s MicroBusiness Marvels! “Helping is the new selling.” Learn more about Jay Baer and his advice on usefulness and true customer value on next week’s MicroBusiness and Marketing Marvels!