Write men’s health copy that sells: What Liver King, Bryan Johnson, and a 1920s con man can teach you in 2025

In this article, you will discover how a 1920s con man and modern influencers like Liver King and Bryan Johnson mastered the art of selling transformation. Learn five timeless marketing tactics and three proven copywriting formulas to craft high-converting campaigns in 2025.

Part 4 of the Agora Copy Insights Series

I. Selling transformation: a lesson from history

If you land a job as a junior copywriter at Agora, the $1 billion direct response giant behind some of the world’s most aggressive wellness funnels, they hand you a book for your training. You don’t get a typical marketing book. Forget Ogilvy or Sugarman. They give you Charlatan: America’s Most Dangerous Huckster, the Man Who Pursued Him, and the Age of Flimflam_,a 300-page biography about John R. Brinkley, a fake doctor who made millions in the 1920s by implanting goat testicles into men desperate to reclaim their virility. Why? Because Agora knows that before you write copy, you need to understand belief. And nobody sold belief better than Brinkley.

Picture a dusty Kansas clinic in the 1920s. A farmer, weathered by years of toil, walks in, his shoulders slumped, his confidence eroded by fading energy and quiet fears about his masculinity. John R. Brinkley, a self-styled “doctor” with a questionable degree, looks him in the eye and delivers a pitch: “You don’t need pills or prayers. You need a goat.” A few hours later, the farmer walks out with goat glands surgically implanted in his body, and a renewed sense of hope in his heart.

Was it medicine? No. Was it persuasive? Undeniably.

John Brinkley wasn’t just a con man; he was a marketing pioneer who built the first men’s wellness funnel. His tactics, like authority, urgency, social proof, and a bold transformation promise, turned a bizarre procedure into a million-dollar empire. Fast forward to 2025, and modern influencers like Liver King, with his raw-meat bravado, and Bryan Johnson, with his data-driven anti-aging protocols, are using the same playbook to sell cold plunges, testosterone kits, and biohacking lifestyles.

This isn’t just a wellness story. It’s a masterclass in marketing that applies to any industry, whether you’re selling supplements, software, or coaching. Brinkley’s genius lies in a universal truth: people don’t buy products; they buy a better version of themselves. In this article, we’ll unpack his playbook, connect it to today’s top influencers, and give you actionable strategies to craft campaigns that convert in 2025.

II. Who was John Brinkley? The original marketing maverick

Before the FDA, before Instagram influencers, and before Harvard churned out doctors, America had John R. Brinkley, a charismatic hustler who turned a fake medical degree into a wellness empire. His pitch? Surgically implanting goat testicles into men to “restore virility.” His credentials? A $500 diploma from a Kansas City mill. His success? Millions in revenue and a cult-like following.

Brinkley wasn’t a surgeon or a scientist. He was a showman with an instinct for human desire. In the 1920s, when men felt the weight of aging or societal pressure, Brinkley offered a solution that was equal parts absurd and irresistible.

How Brinkley built a scam into a brand

Faked authority: Brinkley printed his own certificates, donned a white coat, and called himself “Doctor.” Men desperate for solutions didn’t dig deeper, they wanted to believe.
Owned the media: His pirate radio station, KFKB (“Kansas First, Kansas Best”), broadcast medical advice, folk music, and glowing success stories across the Midwest. It was one of America’s first direct-to-consumer health funnels.
Weaponized insecurity: “Can’t keep up with your wife? That’s not aging, it’s weakness.” Brinkley turned personal shame into a call to action.
Staged virality: He hired actors to pose as patients, weeping with joy over their “rejuvenation.” Parades and testimonials created social proof before the term existed.
Promised transformation: His pitch wasn’t about glands, it was about reclaiming manhood, status, and power.

Brinkley’s clinic wasn’t a medical practice; it was a marketing machine. He targeted insecure men, gave them a rebellious “new science,” and wrapped it in expert-like authority. Sound familiar? It’s the blueprint for today’s wellness influencers and a lesson for any marketer aiming to stand out.

III. Why Brinkley’s playbook still dominates in 2025

Scroll through X or Instagram in 2025, and you’ll see men chasing dopamine fasts, peptide injections, and $400 biohacking consults. The tools have evolved, but the desires haven’t. Brinkley sold confidence through goat glands. Liver King sells strength through raw organs and primal tenets. Bryan Johnson sells eternal youth through biomarkers and protocols. Each taps into the same emotional triggers: fear of decline, craving for control, and the dream of being elite.

Why does this matter for marketers? Because Brinkley’s tactics reveal what people really buy:

Identity over ingredients: Nobody cares about ashwagandha’s chemical structure, they want to feel like a leader who commands respect.
Shock over subtlety: Outrageous claims (goat glands, 111 daily pills) break through the noise of a crowded digital landscape.
Emotion over evidence: Shame, aspiration, and status drive purchases more than clinical studies.

In 2025, whether you’re marketing wellness, tech, or B2B services, Brinkley’s formula shows you how to turn desire into action. His playbook isn’t just history, it’s running Facebook ads, YouTube channels, and X threads today.

IV. Brinkley’s playbook: 5 core tactics for modern marketing

Brinkley didn’t just hustle goat glands, he reverse-engineered human psychology. His tactics still power high-converting funnels in 2025. Here’s how to adapt them for your campaigns, whether you’re in wellness, tech, or beyond:

Build authority with proof, not degrees

Then: Brinkley’s fake degree and white coat gave him credibility.
Now: Bryan Johnson shares real-time biomarker data; Liver King uses his physique as “living proof.”
Why it works: In 2025, trust comes from receipts—screenshots, dashboards, or testimonials—not titles.
How to use It: Showcase results (e.g., a case study of a client’s transformation or a data-driven dashboard). For example, a SaaS company could share a customer’s 50% revenue boost instead of listing features.

Use shock to stop the scroll

Then: Goat testicle surgeries were so bizarre they sparked headlines.
Now: Liver King eats raw bull testicles on Reels; Bryan Johnson’s 111-pill regimen goes viral.
Why it works: In a saturated digital world, shock cuts through apathy and grabs attention.
How to use it: Create bold, meme-worthy content, like a video of your product’s extreme benefit (e.g., “This app saved me 10 hours a week!”) or a provocative headline like “Why Your Morning Routine Is Sabotaging Your Success.”

Tap insecurity, then inspire

Then: Brinkley shamed men for “weakness” but promised a “new man” post-surgery.
Now: Liver King calls modern men “domesticated” but offers primal tenets to reclaim strength; Bryan Johnson warns of aging but sells a youthful “operating system.”
Why it works: Acknowledging pain points creates urgency; aspiration fuels action.
How to Use It: Start with a relatable problem (e.g., “Tired of brain fog?”) then pivot to a bold vision (e.g., “Become the sharpest mind in the room”). For non-wellness, try: “Struggling to scale your business? Lead your industry with [Solution].”

Own your media

Then: Brinkley’s radio station controlled his narrative, bypassing newspapers.
Now: Bryan Johnson’s YouTube channel and Liver King’s Instagram Reels dominate their brands’ stories.
Why it works: Owning your channel (e.g., newsletters, X threads, podcasts) builds direct relationships and cuts through algorithm noise.
How to use It: Create a content ecosystem like weekly X threads, a YouTube series, or a branded podcast. For example, a fitness brand could launch a “5-Minute Primal Challenge” series to build loyalty.

Turn controversy into loyalty

Then: Brinkley’s paid testimonials fueled his fame, even when exposed as fraud.
Now: Liver King’s 2022 steroid scandal spiked sales when he owned the narrative; Bryan Johnson’s extreme lifestyle invites criticism but builds a cult following.
Why it works: Handled well, controversy creates buzz and deepens trust with your core audience.
How to use it: Address criticism transparently (e.g., a blog post explaining a product flaw and your fix). Turn skeptics into fans by showing authenticity, like a SaaS company admitting a bug but rolling out a game-changing update.

V. How Liver King and Bryan Johnson use the Brinkley playbook

To see Brinkley’s tactics in action, look at two of 2025’s biggest wellness influencers:

Liver King (Brian Johnson): The “primal” influencer eats raw organs, lifts boulders, and preaches nine ancestral tenets. His brand isn’t about supplements, it’s about rejecting “domesticated” modern life for a warrior’s identity. His steroid scandal? He turned it into a redemption arc, boosting sales by owning the narrative on X and Instagram.
Bryan Johnson: The tech mogul turned biohacker shares bloodwork, swallows 111 pills daily, and sells his “Blueprint Protocol” as an anti-aging operating system. His authority comes from data, not degrees, and his extreme lifestyle sparks viral debates that keep him trending.

Both sell transformation through rituals, shock, and status. Their followers don’t just buy products, they join a movement. Whether you’re in wellness or not, their success shows how to build a brand that resonates emotionally.

VI. 3 Proven Copy Formulas for 2025 Funnels

Brinkley’s genius was in his phrasing, simple, emotional, and urgent. Here are three ad-ready formulas inspired by his playbook, tailored for 2025’s digital landscape. Use them for wellness, tech, or any high-ticket offer:

Before science, there was shame

Use for: Cold traffic ads (e.g., testosterone, productivity tools, hair loss).
Why it works: It hooks by exposing a hidden truth (“Science just renamed your struggle”) and creates curiosity.
Example: “Before TRT, there was shame. Stop hiding, reclaim your edge with [Product].” For tech: “Before AI, there was overwhelm. Scale smarter with [Software].”
Pro tip: Pair with a bold visual (e.g., a split-screen of “before” and “after” lifestyles) to amplify impact.

Most optimize X, the elite optimize Y.

Use for: Premium supplements, coaching, or SaaS.
Why it works: It positions your offer as exclusive, tapping into the desire to stand out.
Example: “Most men optimize protein. The elite optimize dopamine. Join the 1% with [Protocol].” For B2B: “Most businesses optimize ads. The elite optimize ROI. Lead with [Tool].”
Pro Tip: Use in email subject lines to boost open rates (e.g., “Why Most Marketers Fail at ROI”).

Others fix symptoms, we upgrade systems

Use for: Coaching, wellness protocols, or tech platforms.
Why it works: It frames your offer as a transformative lifestyle, not a quick fix, flattering buyers as forward-thinkers.
Example: “Doctors fix fatigue. We rebuild your energy system. Start with [Program].” For SaaS: “Agencies fix campaigns. We rebuild your growth engine. Try [Platform].”
Pro tip: Use on landing pages with a clear CTA (e.g., “Start Your Upgrade Now”).

These formulas tap into fear, aspiration, and exclusivity, driving clicks and conversions across industries.

VII. How to win in 2025: ethical lessons from a fraud

Brinkley was a fraud, but his insight was real. People buy stories, not stuff. Here’s how to apply his playbook ethically in 2025:

Sell identity, not ingredients: Don’t list magnesium benefits. Sell the confidence of a leader who never fades. For example, a fitness app shouldn’t pitch “workout plans” but “the discipline of a top performer.”
Create rituals for retention: Turn your product into a lifestyle. A supplement becomes a “morning protocol”; a SaaS tool becomes a “growth system.” Rituals build habits, and habits drive recurring revenue.
Promise elite status: Frame your offer as access to a higher league. A testosterone kit isn’t about hormones, it’s about ranking above average. A CRM isn’t about data, it’s about dominating your market.
Build trust through transparency: Unlike Brinkley, deliver real value. Share data, admit flaws, and focus on results to build long-term loyalty.

Whether you’re writing for nootropics, fitness apps, or B2B software, focus on the dream: Who does your customer want to become? In 2025, the brands that win don’t sell products, they sell clarity, control, and transformation.

VIII. Why belief beats data

Brinkley sold goat glands because he sold belief first. Men didn’t line up for science, they lined up for a story that promised strength, status, and a second chance. In 2025, markets are drowning in data, clinical studies, analytics, and feature lists. But belief still converts better than facts.

Your job as a marketer isn’t to prove your product’s efficacy; it’s to make your audience feel its impact. A man doesn’t want NAD boosters, he wants to outwork his younger competitors. A business owner doesn’t want software, she wants to outsmart her rivals. Tap into that desire, and you’ll turn browsers into buyers.

IX. Build funnels that convert

Brinkley’s playbook isn’t about scams, it’s about understanding human psychology. In 2025, your challenge is to cut through the noise with campaigns that inspire, provoke, and transform. Use these tactics to craft marketing that doesn’t just sell, it builds movements.

Next up : 5 things Agora copywriters have to prove in every sales letter no matter what

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