Redefining Success in Business and Life with Ken McCarthy

Igor Kheifets  0:00  

I’m Igor Kheifets, and this is the List Building Lifestyle, the podcast for anyone who wants to build a wildly profitable email list working from home, if you’d like to make six figures, travel the world and help people improve their lives in the process, this podcast is for you. I also invite you to claim a free copy of my best selling book, the list Building Lifestyle Confessions of an Email Millionaire at igorsbook.com. Get the free book plus $3,000 bonus package that includes my best capture page templates, email swipe files and traffic blueprints, visit www.igorsbook.com, for details. And now it’s time to claim your list building lifestyle.

Igor Kheifets  0:52  

Welcome back to the List Building lifestyle once again, I’ve got Ken McCarthy in the studio here, and we’ve we decided to meet again, and this time we wanted to chat about the pandemic, but specifically the, you know, Ken’s take on the pandemic and all the different things that happened to him during because he took an active stance against Fauci, against fake science, against all the lockdowns and the masks. And I was actively following Ken, and, you know, being part of the silent majority, if you will, kind of nodding my head every time I read an email, because he kept sending out these different interviews and studies about how masks don’t work and why. You know, the data the CDC was providing was just basically made up. They were pulling numbers out of their asses. So I wanted to bring Ken to share his experience, to share some of the lessons learned, as well as you know, to illustrate to you how publishing content, and specifically, how publishing a book can lead to huge transformation and impact that you could be making in the world, whether it’s financial or not financial. So in this case, it was more about raising awareness and really helping people like saving, actually saving lives. So Ken, welcome back to the List Building Lifestyle.

Ken Mc Carthy 2:12  

Great. Thanks for having me, and thanks for being interested in this, this sort of side issue. But I do think it will be interesting. I know that, and it’s relevant to marketing and business and all that.

Igor Kheifets  2:25  

Oh yeah,

Ken Mc Carthy  2:26  

you know, just to give context, so, you know, I’m an older guy. I’m in my 60s, so I’ve made, you know, I’ve made money. I’m done, you know, I’m still, I still make money because I believe in George Foreman. I once heard him in an interview say, this is after he’d already made gazillions of dollars with his Foreman Grill and all that. And I was wondering, why is this guy still hustling? And he said, I have a motto: always be earning. And I thought, You know what? That’s a good motto, because if you’re not focused on something, you’ll drift around. So that was a big help to me. So I still am involved in business, but I’m not so much doing internet stuff as much as I used to, you know, I still use the Internet all the time for everything I do, but on a non business thing, I was watching this Fauci thing go, I call it the Fauci thing go down. And if, by the way, my Twitter channel was frozen in March of 2021 if they didn’t take it down, I can’t interact with it. I can’t post new stuff. I’m banned, you know, even under the great Elon Musk.

Igor Kheifets  3:28  

oh, wait, was that before he took it over?

Ken Mc Carthy  3:31  

Well, they banned, yeah, so the old guys that banned me, but then I’ve been writing X, or whoever these guys are going, would you release me, please? And they don’t even answer. That’s a whole nother thing. But if you go to February 1, you can go to Ken McCarthy, and Ken McCarthy on the Twitter channel, and you scroll all the way down to February 1, 2020 before this thing even made it to Italy, before it certainly made it to New York. I said, this is a vaccine marketing exercise. What else did I say? They’re going to use it as a chance to try to make a Coronavirus vaccine, which, because I’m interested in science, I knew for a long time that they’ve been trying to develop a Coronavirus vaccine. Coronavirus is what carries the common cold. They’ve always been, not only have they been unsuccessful, they’ve managed to slaughter countless lab animals because it just doesn’t work. And then I said, they’re going to, they’re going to use more speed than science. And that was February 1,2020.

Igor Kheifets  4:38  

Well, as the famous Dan Kennedy saying goes, Money loves so that’s exactly right.

Ken Mc Carthy  4:45  

That’s a good marketing lesson for everybody. Yeah, there’s another way to say that you can’t steal in slow motion. I’m not, I’m not advising anybody to steal anything, you know, but it’s like baseball, right? Let’s say you want to steal second base. You can’t amble to second base. You better be able to turn on all the jets and go. And that really applies to business. A lot of people need to learn that lesson. Like a lot of people have, you’ll appreciate this. This. This involves Dan Kennedy, so he and I were doing a stage thing together. We were taking it questions and answers, and there was a guy from Hungary he had grown up under the old regime, and he was talking about his business, and he was talking about his five year plan, like, he had this software program and it clearly needed to be revised, and he had a five year plan to revise it, and I almost fell out of my chair. I said, five years? How about five weeks? Like, fix that thing? Like, this is not the Soviet block, dude. This is something like the world of business, right? You probably appreciate that. You know, having lived through part of that yourself, you know, speed is important. So speaking of speed, I’m thinking, this is bad because, you know, I’m a small business advisor. You’re a small business advisor. 

We don’t do this. We could be doing other things. We do this because we love small business and we love small business people, you know, it’s hard to build a small business. You know, people have their whole family, their all their money into it, maybe all generations. And these maniacs did succeed in wiping out countless small business people. And I was pissed, you know, and I did not want to see this happen. So, um, so, you know, strategically, I’m thinking, Okay, how do we stop this? I said to the guy, we got to take out their guy. We got to take out Fauci, because he’s the problem. Everybody thinks Fauci is a genius. Everybody thinks Fauci is great, you know, you probably don’t know this show is an American show. When I was a kid, Marcus Welby, he was like the family doctor. And you watch this TV show, he’s always doing kind things, and you know, it’s like, no, this guy  is no Marcus Welby. This guy is a sinister bastard. He’s got a long track record. So I started collecting data on him. I already had a big pile by April, 2020 and I started blogging, as you know, and I thought, God, what am I doing? You know, I’m supposed to be a business advisor, and I’m sending out. I mean, it was over 100 emails. Igor, by the time I was done, I was just blasting and said, Guys, don’t fall for this. Don’t go along with it. 

Fight it, you know. So, one of the positive things that came out is, oh, I took, I took all the data I had on Fauci, and they made a film called Fauci First Fraud. And that came out in August of 2020 and you can see it if you want. It said, Faucifirstfraud.com and then a few months later, I learned that Robert F Kennedy, Jr, was writing a book on Fauci, and so I figured out how to get through to him. Not easy, by the way, I figured out how to get through to him, and I told him, Hey, look, I got a ton of data. I’m happy to make it all available to you. He said, Yes, right. So because of the research I did, he had a lot of material that he otherwise wouldn’t have had. He’s got 28 footnotes devoted to the film. It probably could have been 50, but that’s fine. 28 is good enough. You know, he also changed, the book changed its character. There was going to be one chapter on Fauci ancient history. Instead, there were five chapters. And between me and a reporter named Celia Farber, we really liked giving him a lot of material that he didn’t. It wasn’t something he personally hadn’t been aware of. So this book came out, and it was published by his nonprofit. And he has a very hands off management style. He just leaves it up to the staff, and he’s the front man, and he does this thing, and they do their thing. 

So I asked the staff, okay, how are you going to market this book? And they said, We’re doing a countdown. It’s like, okay, so five days, four days, three days, launch. Great. Then what are you going to do? And they looked at me with these blank stairs, like, What do you mean? I’m going to wait a minute. You got the best book on the best topic, about the best villain, by the best guy. I mean, the timing for this book can’t be any better, like you’ll never see anything this good in your lifetime again, in terms of just like a straight shot, and I had to, I can’t even tell you the amount of energy I had to put into over weeks and weeks of haranguing them to get them to mail to their own list. They had a million plus person email list. Yeah, dude, a million and these. And these are true believers, man, these are people that are into it. Like, this is not like, I got a million names. No, they had a million true believers. And I said, “Do you realize you can pop this to the top of the New York Times seller, Best Seller list with your email list alone?” They’re like, Yeah, but we got a bake sale next week, and then we have a save the Wheels program. 

I’m like, What are you kidding me? You know. So I just flawed them mercilessly, and I finally was asked to leave, but because I couldn’t, I don’t know, you know bureaucracies, man, you’re not allowed to shake the bureaucratic boat, rock the bureaucratic boat. That’s the worst scent, right? Let the world go up in flames. That’s okay, but if you rock the bureaucratic boat, you’re a bad guy. But I was with them for six weeks, and we managed to get that book and keep it in the top three of all non fiction for Amazon for six weeks. I left three days later, it started falling, and it never recovered. It fell right off the map, and then they called me back, like, a month later, going, you know, you said that was going to happen, and it happened. I’m like, Yeah, I kind of know what I’m talking about. But anyway, but you have to remember, everyone needs to remember in the summer, in the fall, I mean, he was like, Oh, Miss, Dr Fauci, you’re gonna save us. And that was unfortunate that there wasn’t enough energy, uh, earlier, to take him out. Because now he’s now, he’s the goat now. Goat now means greatest of all time. 

But in the old days, goat used to mean, like an animal that would shoot tin cans. You know, it’s useless. I mean, goats are actually wonderful animals. But anyway, now there is nobody, unless they’re really demented, thinks that he’s anything but a really bad guy. But it’s 2024 we could have known that in 2020 that might have saved a lot of people. All right, so I’m, I’m watching this. I’m sitting back watching this Kennedy thing, going, books are powerful. I mean, I always knew it. I always tell everybody I had, I had two marketing books out, their lead generator for me, as you and I were talking earlier, good lead generators, guys, little hint books are surprisingly powerful lead generators. And I thought, You know what? I better publish some books myself, because I can’t deal with Kennedy’s nonprofit. I’ll publish my own books. Do my own thing. So here was the first book

Igor Kheifets  11:53  

you want to read. It read out the title for those who are listening and watching.

Ken Mc Carthy 11:57  

Oh sure. This says the Nuremberg Code 75th anniversary. Commemorative edition. And if you can’t see it, folks, it’s, it’s simulated leather with simulated gold, you know, embossing. So it looks like a really fancy book, but it’s just a paperback, you know. So the way this came about was there’s a lady named Vera sharov, and she has a very interesting history. As a child, she lived in Romania. The Nazis grabbed her and her family, you know, took them on a train, took them way out to the east. Her father died of typhus. I mean, it’s terrible. And towards the end of the war, when the Romanians realized, Uh oh, looks like our side’s losing, we better do some nice things, they let all the children go if they had someone who could take care of them. So little Vera, six years old, was put back on the train and sent back to Romania, and a family took care of her, and then she ended up going to Istanbul, and then ended up going to Israel. And people should know this is historically really important. 

Turkey was always helping Jewish people, like, when Einstein, you know, they threw Einstein out the Nazis. And Turkey said, Hey, you can be chairman of our physics department. Like that his first offer of help was from Turkey for Muslim people. All right, so people need to understand this thing is really nuanced. It’s not exactly what they’re, you know, exactly what you see on the TV. And that’s a historic thing when the Spanish threw all the Jews and Muslims out of Spain, you know, these guys were, it was our home. They had built beautiful businesses, farms, you know, orchards. They had all this beautiful stuff. And the Spanish came down from the north and kicked them all out. Morocco and Turkey said, come on over. We love you guys. You’re smart, you’re productive. We need guys like you, you know. So anyway. So she became, then she had a tragedy. Later in life, her son had a psychiatric problem. The doctors put him on some crazy drug, and he killed himself. And then she researched, and she found out that they knew this drug caused people to kill themselves. So she devoted her life to studying why pharmacy, the pharma business, is so screwed up. So she and I became friends through the Kennedy thing, and I was helping with various projects. So I say, what are you up to? 

Vera, what are you up to these days? She goes, I’m going to Nuremberg to give a speech to commemorate the 75th anniversary of the Nuremberg Code. And the Nuremberg, there’s a whole bunch of Nuremberg comes up a lot. Everybody’s talking about Nuremberg this, Nuremberg that. I’m going to write another book on that. It’s coming out in 2025 but what she was talking about was the Nuremberg medical code. All right, so they’re all horrible things done to people during World War 2 by the Nazis. And there was a court case against doctors, and there was a code that was written. It’s very simple. It’s just 10 principles. And the 75th anniversary was coming up, and she was going to speak. Week, so I did a Google to see, Okay, who else is doing events, who else is writing about this? Because this is a big deal. We’re right in the middle of this COVID Craziness. Medical Ethics is really an issue right now. I’m sure all the professional medical ethicists in the world are writing about the anniversary, and gotta zip. None of them said a word about the 75th anniversary. Now, the 70th anniversary, conferences, papers, you know, speeches, you know, everything, the 50th anniversary, everything, they’re all out of the woodwork commemorating this wonderful code, because the Nuremberg Code is the basis of medical ethics. It’s the fundamental code, something. And this is really weird. So I got to go to a Vera . We took the transcripts of her speech in Nuremberg. I wrote an introductory essay asking, Where are all the medical ethicists right now, they seem to have disappeared. And then I calculate how many medical ethicists there are. 

There’s, you know, the several 1000 people that draw a paycheck for being medical ethicists, there’s professors, there’s heads of hospitals, there’s government officials all over the world. They all managed to go silent on the Nuremberg Code in the middle of the greatest medical ethics disaster since World War 2. So I had that essay, I had her essay, and then I took the Nuremberg Code in English, and then in 12 other languages, German, Russian, Chinese, Philip, I mean, whatever I could think of, and we published this book. And that was like the first they call it the first olive out of the jar. You know, you have this jar and it’s filled with olives, and they’re all stuck together, and you have to get the first one out, then the rest of them come out easily. So I realized, see, my wife had handled my other previous books for me. She had done everything she liked, edited my writing. I didn’t do any, I just spoke and I wrote some things, and then she made it work and she published it. She did everything. So I didn’t know how to do a book. I just didn’t know. Now, she was busy with her own thing. So I had to learn. 

I had to finally learn how hard it is to do an Amazon book. So I learned the whole process. I found a guy who works with me now, and you know, you write it, somebody lays it out, somebody makes the cover. You send the file to Amazon. You’re done. Now, you have to realize how revolutionary this is guys, in the old days, you used to have to, like, pay a typographer. I mean, I’m telling you, 1984 I had to pay $100 to a typesetter. This is pre This is pre desktop publishing, pre laser printers, $100 and that was a lot of money. Then that was a big chunk of my rent to do one typeset flyer, one page. Okay, so typesetting a book used to be very expensive. Now you can hire a guy for, you know, I don’t know, a couple $100 maybe $1000 whatever. It’s not like a big deal, and they’ll lay it out like a real book. So I’ve got that in. I got the cover maker, I got the typesetter, I got some copy editors, I got some proof readers. So now the olives are out of the jar. So here’s my next book. Oh, this is called Unraveling the COVID Con. How, how one marketer made myself the hero. How one marketer exposed the truth when it mattered. 

This book is a collection of my blog posts, my emails, all the stuff that I sent to you that Igor and other people saw. And it’s like a diary. It’s like, okay, I got the first entry on March 9, 2020 and it just goes on and on and on and on, and then the climax of the book is working with Kennedy, getting that book done, and then getting that book to the top of Amazon. So that’s how that book climaxed. Then I thought, well, that worked pretty good. I also have all these blog and up blog podcasts I did where I just rant, not I mean, it wasn’t ranting. I actually knew what I was talking about. And that’s the blue book. That’s the same cover. It’s called Unveiling the COVID Con. 

So there’s the Red Book and the blue book, and that’s a little trick. If you do one book, you might as well do a second book, because half as many people that bought the first book will probably just buy the second book because they like the first book, and people like to collect things, so now they’ve got the collection. And in terms of locking a customer in, guy that buys two books is worth way more to you than a guy that bought one. Just common marketing sense. So these books, I have to say, they’re pretty good. I read them. I’m like, where did I where? How did I know all this? I don’t even know how I knew it. I just knew it. Well, I tell you, I studied neuroscience in college. I didn’t get the degree because I was competing with all these pre med students, and they were super aggressive and unpleasant people. I didn’t want to hang out with them. Sorry, guys. That’s the reality.

Igor Kheifets  20:00  

Which is, which isn’t anything like the business world or any business conference.

Ken Mc Carthy 20:05  

I’d rather give me a small business person all day long, over spending time with a doctor. I’m not talking about like a doctor in the doctor’s office. I’m talking about socially. Give me a small business person any day for socializing, for having fun, for someone I can genuinely admire. So anyway, so I had a science and biology and human biology background. See, she can’t snow me on this stuff. Like, I know how to read the stuff. I’m not, you know. And I had been interested in corruption, issues of corruption, medical corruption. Like many people, I’ve had things happen in my family where we’re like, what did that doctor just do to our mother? What happened here? You know what I mean? So I had to deal with that, you know. So I, you know, I’m probe. I don’t just read a paragraph. I read a shelf full of books or a wall full of books on so I knew a lot about medical corruption. So that’s why I knew this was a scam. And, you know, I was so I was well aware of all the ways they were always pushing vaccines on everybody, you know, get your flu shot. You go to the supermarket and they have sign. They don’t have a sign for anything else, not for bread, not for milk, not for baby food. They have a sign, go to the back and get your flu shot. I’m like, What’s this all about anyway? So these books are pretty good. 

But then I thought, well, you know, this film was very successful, Faucis First Fraud, and Kennedy used it 28 times. So what I did was I took the so now I’m holding up the book that says Fauci’s First Fraud, and it’s got Fauci First Fraud, and then it has a picture of young Fauci in the 1980s when he was running his first fraud now here he is, if you can’t see this picture, he’s in, he’s in, he’s in a hospital room with, I don’t know, like at least seven or eight other doctors, and there’s a very sick patient. And this patient has AIDS. And if you look at this photo carefully, you’ll notice, now, what’s the, what’s the characteristic of having AIDS? You’ve got no immune system. These people are very it’s a real disease. If you have it, it’s really terrible, and your immune system shot. What do you see about all these doctors?  

None of them are wearing a mask. They’re in a room, in this tiny, little room around this poor guy that has no immune system left, and they’re not worried about wearing a mask anyway. That’s why I put that on the cover. So this book is simply the text, the script of the film. But then I went through the book, and right now I’m flipping through it. I’m showing you that, showing the viewers that it’s text and picture text and picture text and picture, not quite a graphic novel, but you can here’s a really important copywriting principle. If you don’t want to read the book, you can flip through it and just go picture to picture, and I’ve got the plot in the captions. So whenever you do copy guys, there are people that will read at the beginning and read all the way to the end, but there’s a whole lot of people that just are going to skim the thing, and that may be enough for them to make a purchase. Or the skimming says, Okay, I think now I’m going to read the thing. So you must have a skimming pathway as much as possible in every print thing that you put out to the world.

Igor Kheifets  23:10  

Have you ever done video, a recording of how visitors behave on your sales pages, so there’s software out there. There’s one by Microsoft that’s free, I believe, but there’s also one that we’ve used for many, many years. Oh, you mean the eye tracking. It’s not just about eye tracking. You basically see how they behave on your page. Like, from the moment they landed on your page. You have a full on recording of their screen. And if you place this software, this code, on every page of your funnel, you can actually track one purchaser or one visitor from the moment they landed on your front end sales page all the way to all your upsells, your members area. You can actually track them as a session and see how they’ve interacted with every page. And one thing you will notice is many people will land on the page. They will read the headline. So one thing that’s true from every copywriting book I’ve ever read is that the headlines are the most important. If it’s not hooking them in, say goodbye, like land exit, land exit. But if it’s working, you have many of them who land on the page, read the headline, and you can see that they’re like, frozen there for like, a few seconds while they read it, and then they start scrolling. Now, some of them read everything true. They really go through and they really read, read, read. Some of them start reading. But then they get tired, and then it’s like, all of a sudden, it’s like, you know, they start scrolling through it very quickly and just read the headlines. And there’s also very, very many people who will land on the page, read the headline, then scroll all the way down, if it’s a long form sales letter, all the way down to the price, to the final call to action, to the offer summary. And if they sort of, if they’re interested, they’ll scroll back up, and then they start reading the page.

Ken Mc Carthy  25:04  

Yeah, that’s how it goes. So when you’re writing your letters, it’s not just you know, you can’t think about one path. You have to think about all these different paths. I’d love to see that video. There was a guy, two guys from England. I wish I could remember them. They used to speak at my UK seminars, like in the 2000 2000s not even 2010 and they had been doing that, but they’d been doing this basic eye tracking. But it was fascinating. You know? It was really cool. 

Igor Kheifets  25:33  

So, yeah, eye tracking was really popular back in the day when I used to blog, because on a blog, you have so many components on the sales page that’s very focused on the copy. It’s more like a post here, related links over there, ads over here. The top ribbon is full of different stuff, so you need to track where people go, so you can place your ads in the most visible area. Yeah. Remember that? 

Ken Mc Carthy  25:57  

Yeah, I mean, it makes, it makes a huge difference to know so this book came out kind of a, kind of a graphic novel, and then I had done some interviews very early on, like in this late spring, yeah, late spring wasn’t even quite summer, with some nurses that were working in New York City hospitals, and crazy stuff was happening there. And I did literally long interviews, and we went really deep into the technical stuff. And I had a really good understanding of the fact that a lot of people that should not have died, a lot of people, like maybe hundreds of 1000s of people that should not have died, died in these hospitals. And I thought, Well, okay, you know, I’m not a journalist. I’m not, you know, the New York Times. I’m not, you know, whatever, somebody’s going to pick the story up and cover it. So 2020 went by. Nobody did it. 21 nobody did it. 22 nobody did it halfway through. 2023 and I’m going, Are you kidding me? I’ve got to write this thing. No one else is going to do this. So I took the interviews that I did, and then I did about another 10 interviews or so with other nurses from other parts of the country, in other parts of the world, Canada, UK, and we went through what we call the death protocol, they I got to tell you guys, it was as bad as you think it was, was 100 times worse. Basically, if you were diagnosed, if you were in a hospital, right, with some kind of a problem, whatever it was, could have been cancer, could have been diabetes, could have been emphysema, could have been in a car accident, whatever, if they would swab you for COVID, and if, God help you, if you came up positive, because once you were in the hospital, you went to the COVID wing, and on that Wing, all normal laws of medicine were suspended. 

They were doing crazy stuff to people, like, one thing they did this shocked me. I had to learn this from the nurses. Normally, if you’ve got, you know, a respiratory problem, they give you anti inflammatories like, you know, like Advil, to bring the  inflammation down, and they give you inhalable steroids. Kind of opens your lungs up. If you had COVID, if you had a COVID diagnosis, you were not allowed to even get Advil, or the normal steroids for your lungs. So this is like a font, just you understand. This is like a fireman arriving at a house on fire and saying, no water for you. We’ll see what happens. And then they put them on this thing called remdesivir, which was a failed Ebola drug. They tried it on Ebola, and people’s organs would be exploding, I mean almost literally, and suddenly, you know, they wouldn’t give it to Africans anymore for Ebola, because it wasn’t working, and it appeared to be killing people. And then suddenly, Fauci announces, hey, remdesivir is the cure for COVID. And then they incentivized the hospitals. Give them this bag, because it was delivered in a bag via drip. 

They hang the bag in your arm, give them a full course of remdesivir, and we’ll bonus you, you know, several $1,000 so they’re basically making money giving people a drug that not only doesn’t work, but caused organ damage, and then the venting. They put people on ventilators they should never have. It was a catastrophe, and still to this day, you’d be hard pressed to find anybody who lays it all out. Now the interesting thing was, obviously, I’m holding up the second book now, what it’s called, what the nurses saw. I don’t have any, I didn’t have any intention to make money from these books. I just felt like I got to do it. You know, I’m, I’m, I’m an older guy. I don’t have dependents. I have to worry about. My business is, you know, running on its own. I got a pile of money. Like, what am I going to do, sit on the beach and watch this thing go up in flames and not help. So that’s why I did it. But this book has that I’m holding up the nurses book. This book has already sold over 10,000 copies. I’m making $4 a copy. Do the math. I mean, I don’t recommend this as a business model, you know, like, you know, if you. When I was young, I focused on business because that’s what I needed to do. Right now, I don’t have to worry about that, you know, as much. I mean, I try to do everything in a business-like way, because it’s just better, right? But, but, lo and behold, I’m making money. So in order to deprive the tax man of his money, I just take this money and I’m pouring it into new books. So I have a new generation of books coming out, which you’ll see in the next six months to a year. 

By the way, this is an interesting principle, and I learned this from Gary Halbert. He would, you know you, when you make money, you have to, well, here’s the issue. When you make money, what should you do with it? Should you take it off the table, or should you pour it back in your business? I’m very big on taking a good part of it off the table. Just take it off, put it in the vault somewhere. Forget you have it. You know, don’t, please don’t go buy a Lambo or whatever. I mean, just like, be business like, if you can buy a Lambo off the interest of your interest, go buy one. But if you’ve got to go into your principle, and you know the Swiss say, and they’re so right, never touch your principal. I mean, if an emergency happens, that’s why you keep your principal, because stuff happens and you really need the money, right? But luxuries have all the luxuries you want, but pay for them off the interest of your interest. Otherwise be a normal person. 

This is big advice. Guys, this is really important advice. So forget where I went off on that. We should try to do everything on a business-like, try to do everything on a business-like, basis. Oh, so Halbert, so you made a bunch of money in direct mail. This is the old days, and it’s getting to be December, and it’s like, oh my god, I’m gonna have to write a huge check to the government, or I could write another pitch and write a huge check to the post office, the printer and editor that now goes against my 2004 let’s say we do this in 2004 income. So now I had all this. Now I don’t have so much money, but guess what? I have a working offer that’s in the mail that’s going to hit in 2025 producing me new revenue. So I’m constantly pushing that revenue forward. Do you know what I mean? So it’s not taxable, and yet, I’m gathering more customers, which is, as you know, this whole business is about getting customers. It’s not about, I mean, selling. You sell in order to get a customer. That’s why you’re selling. So you can generate a customer, because that’s where the gold is. So anyway, if you anybody does direct mail or anything physical, and if it makes sense, spend down some of your profits on promotions that will kick in with sales in the next year, and you don’t have to pay taxes on that till the end of that next year. And then if you want to, you can roll it forward again. You just keep rolling it forward. Meanwhile, your customer base is just getting bigger and bigger and bigger. And anyway, that’s what. So that’s what I’m doing with the profits from this book. First of all, I’m paying for all the other books, and then I’m doing a whole new generation of books. So if I don’t know where we are in time, you give me an indication, so I won’t go too much longer. 

Igor Kheifets  33:05  

Yeah, we got a few more minutes. And, you know, I wouldn’t want to offer my perspective on this, because, like I said, I was reading your stuff. I was reading your emails. And you know, until then, until that point, you weren’t necessarily emailing every day, you would email, but not every day, but all of a sudden I’m noticing, you know, Ken’s, like, active. All of a sudden, there’s, like, a lot of material, sometimes twice a day. And very quickly, I got hooked on it, because I could see what’s going on. I mean, I grew up in post Soviet Ukraine. It’s a place and a time when you don’t look up to the government for help, no such thing as Social Security. You know, everyone’s stealing from each other. Everyone’s stealing from the government. The government is stealing from the people. And you know, Ukraine has a long history. So is Russia, but like that, generally, that area of the world has a long history of people not trusting the authorities because, and this is funny, so I have one of my best friends here in Canada. He’s a Ukrainian Jew from Odessa, and we were chatting about the police. And you know, when I came to Canada, he said, Well, one thing you have to realize that there’s a fundamental mentality shift that you will go through, and that is, when you arrive here, you’re still afraid of the police officer, because back home, the police is looking for, it’s basically police is trying to mess with you, right? They’re trying to see, how are you breaking the law? The assumption is you’re already breaking the law, right, just haven’t found out that you do…

Ken Mc Carthy  34:44  

Guilty until proven innocent.

Igor Kheifets  34:46  

Exactly, so it’s kind of like you’re driving down the street there’s a police officer. You’re immediately like, I need to turn left or right immediately, just to get away from them, because there’s almost a guarantee that they will stop you. And the way things work over there. So, some cops are even just gonna stop you and just tell you what the bribe you know number is. You know, it’s just a normal thing. You know, the cops are not trying to police for safety. They’re trying to police for their own profit. Again, pretty common over there, here in the Western world, the police is there to serve and protect, and therefore, you know, if you’re not breaking the rules, if you’re not breaking the law, you have nothing to be afraid of. And the police are there to protect you. It’s there for your benefit, and this was like a fundamental shift in mentality. So, but that’s only for the police, like in that area when it came down to COVID, vaccines, masks, restrictions, first off, being a small business owner, any kind of restriction is just, I don’t play well with that. I don’t like people telling me what I cannot do, or that I can’t do something that I was able to do. So anything that restricts my freedom, being somebody who values freedom, I mean, obviously I’m not gonna jam well with that. But then, you know, all of a sudden, there’s all this data and all these stats, and this is where I didn’t see eye to eye with many of my friends who believed the data, you know, who don’t have the same mentality. Because growing up, I was taught not to trust whatever the government is saying, you know. And this is further reaffirmed when I watch shows like The House of Cards, for example, which I think is a brilliant show, right? It just shows you how the governments are really run. And so the narrative that the media is feeding the people is usually not really the accurate picture of what’s really happening behind the scenes. So when you started publishing that information, I was like, finally someone speaking out, and then Joe Rogan started speaking out. And when the real Fauci came out. And I didn’t read the book, but I watched the movie, which I’m assuming is like, very much, what? What’s in the book? Yeah, you know, I was watching that, and I was like, this should have come out, like, a long time ago.

Ken Mc Carthy  37:00  

It goes back to this thing we said earlier. And I hope everybody takes it to heart speed, guys, it would have made a huge difference if that film would come out in 2020 and it could have.

Igor Kheifets  37:12  

It could have. But bureaucracy, right? The bigger they are, the slower they are, whatever the saying goes, and, but, but here’s the question, and we have five more minutes. I’d love your take on this. I was just getting acupuncture, and the guy who does acupuncture that who I go to. His name is David, uh, he’s really into conspiracy theories. Now I am too. So we, we really get along, you know, like, well, he’s sticking needles in my back, and, you know, at the same time, we discuss what’s going to happen. And he follows all sorts of news channels where, you know they’re he says they’re messing with our food supply and lots of stuff. But on the last visit, he was telling me about the next pandemic, and he said that the next one might be real, and that the previous one because of what happened there, it was almost like a training exercise. Now the next one’s going to be the real one, where people will have to pay attention. So what do you think about the next, if and when the next pandemic takes place? Should we trust the government? Should we not? Should we like? What should we do?

Ken Mc Carthy  38:25  

Well, this is a tricky one. In five minutes or less, everybody needs it and it’s hard when you’re younger, because I was the same way. Everyone needs to take full responsibility for their health and the health of their children and the health of their family, like you were, you and the mom. And mom are the are the chief physician, you know. So you need to be studying. You need to be learning. You need to be enforcing. Like, don’t let your kids eat crap. Don’t let your kids stay up all night watching TV. They need rest. They need good nourishment. They need to be outdoors. Like, I mean, this may seem like, you know, plain vanilla stuff, but this is what it’s all about. This is how people stay, how remember, you are the product of 1000s of generations of human beings. They didn’t have central heating, they didn’t have cars, they didn’t have penicillin, they didn’t have operations. And somehow we’re here because they were tough and smart. Okay, we ‘re not. We don’t know. We don’t blow it by handing our power over to these maniacs. So, you know, we got a soft life. We have to admit it, right? You got to admit it’s better to be here than in post-Soviet Ukraine, right? I mean, this is a soft life. And, you know, we complain about how hard things are. We have to toughen up, you know, all of us, and, you know, be a little more disciplined. You know, have fun. I’m not talking about being some grim person, but you’ve got to look at so, in other words, keep ourselves as healthy as we possibly can. 

That’s step one. Step two, start reading about health. What’s real, what’s not real? You. It’s not easy to create epidemics. Make sure the Japanese tried it. The Germans tried it. We’ve tried it. It always has a limited it either doesn’t work, or it works against the people that are trying to do it, or it has a limited thing, and it burns out because the human immune system is strong, so I don’t, you know, I don’t want to, I don’t want to give a conclusive answer on this, because it’s a very serious issue. But it’s really, it’s a lot harder than most people might realize, to actually create a disease that’s going to travel the world. I don’t, for instance, I don’t believe that the lab leak. I just, I’m sure the Chinese are crazy. I’m sure Fauci was doing completely illegal things. I’m sure they were running that lab like a, like a, I can’t use the right word, that’s polite. I’m sure all those things are true. I’m sure some people got sick from some of this stuff, went in that lab. I don’t think that’s what traveled all over the world. 

I think what traveled all over the world was the regular old flu. I have heard an interesting thing, interesting enough, from a Ukrainian scientist who says she thinks that they were actually poisoning, straight up poisoning people in certain locations, creating these symptoms and then flag, and then fanning that and saying it was the epidemic, that’s a scenario that I recommend people think about and look into. But the main thing is, guys, we’re responsible for our health. And you know, it’s like money in the bank. If you’re taking good care of yourself, you got a lot of money in the bank. And if you get hit by something, your car breaks down, you have the money to fix it. But if you’re like stretching it, you’re eating crap, you’re not sleeping, you’re not getting outdoors, you’re not doing movement. You got to move. And walking is not enough. You got to do more than walk. If you’re not doing that stuff, you’re setting yourself up, either in the short term or the long term for terrible health problems. So that’s the main thing I would say to everybody, is, you know, become your family’s trainer. Like, learn stuff, so much stuff on YouTube right now. Anything you want to learn how to do a push up correctly. You know, it’s like there’s an hour long you know, anything you need to learn in terms of conditioning and health, it’s all out there. You have to be selective, obviously, and thoughtful. But there’s so much good material. And we can’t just say I’m going to hang out and then when I get sick, I’ll hand it over to the doctors. No, I wouldn’t recommend that, so it’s where I’ll stop.

Igor Kheifets  42:28  

 Alright, that’s here. Here you go. Here’s an inconclusive answer to a really, really serious issue, no, but my take on this is that you’re right. We are responsible for our health, we shouldn’t take anything that people are saying at face value, and we should get better at studying the data and maybe even finding trustworthy data sources, because the more, the more I look into for example, I think I told you I have had issues with my lower back, And for many years, I’ve gotten different kinds of advice from different types of experts, and eventually it all came down to having weak muscles. Now, some doctors said I need surgery. Some doctors suggested steroid injections. Some doctors said I should do stem cells, like there’s been so much, and I was always hesitant to act on any kind of, like radical advice, but at the same time, I didn’t have clarity, and therefore I ended up suffering for like, a good 10 -12 years with that issue. So it was only after I really got serious about studying the whole thing, and you know, at some point you, you almost have to say, well, if no one’s gonna truly, truly help me, then I have to become an expert at this stuff. I mean, that’s, that’s what you have to become. And then you have to devote at least an hour a day for the next, I don’t know, 3060, 90 days, right? And then you become somewhat of a knowledgeable individual, at least, you become more knowledgeable at it than most people, and then you can start making decisions, or at least you can start asking the right questions, which is, I think, just as important, but definitely wouldn’t trust at this point, I don’t have faith in the medical system. I don’t look at doctors with the same authority that I used to. I used to think, oh, a person with a white lab coat that I should listen to them. That is no longer the case for me, for sure, whether for my own health or for my children’s health or for anything else. All right. Well, I wish we can go on longer, but I do have to wrap this up. So before we part ways once again, you have lots of books you’ve written recently. And if anyone wanted to kind of dive deeper into these topics, whether to study more about your impact on exposing Fauci, on the Nuremberg code, like, which book would you suggest they read?

Ken Mc Carthy  44:56  

Oh, boy, that’s a tricky one. Well, first of all, I’d say every. Buddy should get the System Club Letters book.

Igor Kheifets  45:03  

Yes!

Ken Mc Carthy  45:03  

I mean, that’s my that’s, that’s really a book. But, you know, I don’t, you know, I would go to Amazon. Let Amazon handle everything for me. So go to Amazon, scroll through, see which book grabs your fancy, and get that one that’s, and then, and then you might want to read more there. But I want to say one thing really quick. We are in a dangerous profession in that we are very sedentary and weak and we and that makes you weak physically. And I’ve had real physical like booms to my spine, like bad ones. However, the most important thing is to develop strength. 

Igor Kheifets  45:40  

That’s right, and that’s what seems to work. 

Ken Mc Carthy  45:42  

Maybe, maybe we’ll have a third call. Maybe we should, because I’ve had back problems too for I mean, I used to have him for years. I saw them through training. Maybe that’s our third call. 

Igor Kheifets  45:50  

Maybe so, so guys, stay tuned for more. We’ll probably have Ken McCarthy back. So if you want to find out more about the work he’s doing these days, or to learn from him, or to see what’s the next book that he’s going to publish, go to Amazon. Look up Ken McCarthy, and it will come up. If you’re a business owner or a marketer, definitely get the System Club Letters, which is a series of entries from Ken’s, you know, most active direct response days, which still apply to any business today. It’s definitely a book issued, kind of reread every now and again. And if you want to look into all the other projects he’s got going on his Amazon page, is where you need to go. So Ken, thank you again for taking the time, and I guess we’ll see you on the next one. 

Ken Mc Carthy  46:38  

Thanks, Igor, thanks for being interested. I hope everybody enjoyed this call. Alright. Bye, bye.

Igor Kheifets  46:45  

Thank you for listening to the List  Building Lifestyle. Get access to the previous episodes transcript of today’s show, as well as other exclusive content at listbuildinglifestyleshow.com. Also remember to claim your free copy of my best selling book at www.igorsbook.com. It explains how I made millions with list buildings starting from scratch, plus I’ll give you $3,000 worth of free bonuses, including my best landing page templates, email swipe files and traffic blueprints, go to www.igorsbook.com now to claim your free package.