Dangerous Sales Messages and Cereal Commercials

I would rather my daughter watch violent movies than the children’s cereal commercials I grew up with.

At least the violent movies are honest about their message.

Do you remember the classic 1980s and 1990s cereal commercials? Cute little cartoon characters with funny little taglines.

“Silly Rabbit, Trix are for kids.”
“They’re always after me Lucky Charms.”

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A good marketing or sales message solves a problem that the audience has. The easiest way to know what problem the audience has is to give them the problem. An effective commercial will create the world in which you need their product.

Think of the infomercial where a person opens their kitchen cabinet and an avalanche of storage containers falls on them. Then they offer you a much more efficient set of storage containers.

Never in my life have I opened a kitchen cabinet and had a thousand containers fall on me, but as I watch the infomercial, I am thinking that maybe I should get their storage solution because they’ve drawn me into a world where such problems happen.

Remember the Fruity Pebbles commercials of the 90s?

Fred and Barney are supposed to be best friends, yet the theme of every single ad is that Barney is trying to steal Fred’s cereal.

What’s the moral lesson of this story? If you have something you like enough, then you keep it all to yourself and never share.

How about Trix?

“Silly Rabbit, Trix are for kids.”

“Silly person whose not like us, you don’t deserve the good things that we have.”

Only the people in the privileged class (kids) deserve the best things (Trix). The conceit of the ad is built on the same philosophical underpinnings as segregation laws.

Now you see why I’d be more comfortable with my daughter watching John Wick than an old cereal commercial.

At least the moral lesson of John Wick is about love and loyalty, not racism and selfishness.

It’s not just cereal commercials

World building is a powerful part of any sales or marketing message, and it is as dangerous as it is powerful.

Think of the events in the coaching industry, the ones built around giving you knowledge as a way to draw you in to make an offer.

There’s nothing wrong with this format, just like there’s nothing wrong with a TV commercial, but where it becomes problematic is when the world created is not entirely accurate.

If you’re attending an event like this, it is likely because you think the host knows something worth learning. So, if they teach you that rapid action is the key to success, and they are successful, you’ll internalize that idea that rapid action is good.

But what if they are only teaching this so that you’ll take rapid action to buy their program.

How about if they teach you that worrying about risk is overrated, and that taking massive risks with limited research is the path to riches?

But they are teaching this because they want you to think less of the risk of buying their program.

Maybe you don’t buy into their program, but you adjust your risk tolerance based on what this expert taught you and you mortgage your house to buy into some risky scheme and lose it all.

The advice wasn’t actually good advice, but was simply advice meant to compel you to a particular self-serving course of action.

Always being in integrity

After 25 years of studying sales, I can sniff out when someone has crafted their lesson to “teach” me what I need to know to make the decision they want me to make.

When this happens, I learn that I cannot trust a single word out of their mouth. If they are always selling and always closing, then when are they truly teaching?

If their lessons are built around pushing me to buy the next program, can I trust them to ever stop selling if I do buy in?

The way we do one thing is the way we do everything, right?

It’s okay to plant seeds in a sales process, but it’s not okay to turn your event into a jungle of manipulation.

What’s the right way?

The reason that people sell this way is that it works. They get you in for three days, live or online, draw you into their world, and after all that time, your reality is shifted enough that you’re ready to make decisions you wouldn’t other.

Unfortunately, if you don’t end up buying, then you leave with your reality warped, not shifted.

The better way is to approach the situation with the primary desire to serve, teach, and support.

The better way is to go into your event with the primary intention that every, single person who has trusted you with their time (and possibly money) will leave that event better for having met you whether or not they buy anything.

The better way is to share the best of what you know and who you are and trust that the right people will be attracted to work with you.

Niching the Right Way to Serve the Right People

In the summer of 2015, I found myself in the Emergency Room. My sciatica was so bad that I could not walk and could barely move.

I went to chiropractors, and they could do nothing. A physical therapist was able to get it from debilitating to manageable, but certainly not able to fix it.

As it turned out a combination of short hamstrings and tendons combined with weak core strength (the result of too much sitting and not enough exercise) led to the symptoms. 

The PT gave me a very effective set of exercises to get me from non-functional to functional.

And not a step beyond that.

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The Monthly Newsletter Myth: Why Sending More Emails gets Less Unsubscribes

One of my agency clients recently asked me to write a monthly newsletter for one of their clients.

When I inquired as to why they wanted a monthly newsletter, I was told that the client wanted to minimize unsubscribes.

This makes a lot of sense as a motivation…
…except that it’s wrong.

This common but incorrect conclusion is built on three false underlying assumptions…

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SEO and Networking

Brandon Leibowitz asked me to share this article for him. SEO is all about backlinks, so it’s an easy way to help him out, and my audience might learn something, so here you go!

How Would You Tie SEO to Networking

In the vast realm of the digital landscape, where websites jostle for attention like eager vendors in a bustling marketplace, the art of SEO strategies for networking emerges as a beacon of connection. Imagine your website as a charismatic storyteller and SEO as its megaphone, broadcasting its tales far and wide across the bustling crowds of the internet. But here’s the twist: this storyteller doesn’t just want an audience; it wants connections, interactions, and relationships. This is where the synergy of SEO and networking comes into play, weaving a narrative that’s not only discoverable but also intimately engaging.

The Dance of Algorithms and Relationships

Picture this: You’ve just launched a captivating website, a virtual art gallery showcasing your mesmerizing paintings. You’ve adorned it with alluring keywords like a gallery hung with the finest masterpieces. Now, what? Well, it’s time to beckon the search engine crawlers, those digital bees that buzz around, collecting nectar in the form of keywords to pollinate search results. This is where your SEO strategy takes its first steps in the grand dance.

But wait, isn’t this article about networking? Absolutely, and here’s where the twist comes in. Imagine if your art gallery not only captured the attention of those curious bees but also enticed art enthusiasts, critics, and fellow painters to mingle amidst your digital canvases. That’s networking in the virtual realm. Your SEO keywords serve as the opening lines of introduction, while your networking efforts are the vibrant conversations that keep the art connoisseurs returning for more.

Content: The Magnetic Host

To intertwine SEO and networking seamlessly, consider your website as a grand hosting event. The heart of this soirée? High-quality content. Just as a charismatic host can make or break a gathering, your content plays a pivotal role. It’s not just about stuffing keywords; it’s about crafting an engaging narrative that resonates with your audience. For instance, if your website revolves around pet care tips, your content should be a delightful mix of informative advice and heartwarming anecdotes about your own furry companions.

Here’s where SEO waltzes in. Sprinkle those strategic keywords naturally throughout your content – in titles, introductions, and sprinkled like confetti throughout. But remember, just like a host wouldn’t bombard their guests with the same topic, don’t overstuff keywords. It’s like adding too much spice to a dish – a little enhances the flavor, but too much ruins it.

The Art of Linking

Imagine you’re at a glamorous gala, where every person you meet introduces you to someone new, expanding your circle and creating potential collaborations. In the digital realm, these introductions are akin to backlinks. Backlinks are links from other websites that direct visitors to your site. They not only drive traffic directly but also indicate to search engines that your site is credible and relevant.

Let’s say you run a blog offering gardening tips. If a renowned horticulturist links to your blog when discussing practical gardening techniques, that’s like a glowing recommendation from an expert at the gardening gala. It’s a nod that can make search engines like Google raise an intrigued eyebrow at your website, potentially boosting your rankings.

The Social Media Shindig

Ah, social media – the bustling bazaar of the digital age. Just like a lively street market, social media platforms are teeming with people, conversations, and opportunities. This is where networking transcends the confines of your website and ventures into the vast realm of Facebook, Instagram, Twitter, and LinkedIn.

Let’s say you have a fashion blog. Sharing your latest post about vintage fashion finds on your social accounts is like hosting a fashion show. As your friends and followers applaud and share, the spotlight on your post intensifies. This is where our keyword, “SEO strategies for networking,” takes center stage. Your social media captions and updates should elegantly weave in these keywords, enhancing their visibility. It’s like whispering secrets at a party – people lean in to hear what’s intriguing.

The Ripple Effect

Imagine dropping a pebble into a pond and watching the ripples spread. Networking, too, has a ripple effect. Engaging with your audience isn’t a monologue; it’s a dynamic exchange. Respond to comments on your blog posts, engage in conversations on social media, and participate in relevant forums or online communities.

Now, think of each of these interactions as a ripple. The more ripples you create, the broader the impact on your network. As these ripples extend outward, they also reach the shores of search engines. This is where the magic happens. The more your content is shared and engaged with, the more search engines interpret it as valuable and relevant, potentially pushing it higher up in search results.

Conclusion: The Unbreakable Bond

In this journey where SEO and networking entwine like dance partners, remember that it’s not about mere coexistence. It’s about building an unbreakable bond. Your SEO strategies illuminate the path, while networking enriches the experience. So, how would you tie SEO to networking? It’s like weaving a tapestry, where keywords and connections thread together to create an intricate, captivating narrative.

As we conclude our exploration, imagine your website not as a static entity but as a living, breathing entity that thrives on connections. Much like the fragile ecosystem of a coral reef, where each creature relies on others for sustenance and survival, your website flourishes when nourished by the synergy of SEO and networking.

And now, as a parting gift, a treasure map to further insights awaits you at SEO strategies for networking. Go forth, explore, and continue the journey of weaving your own masterpiece in the digital realm. Just remember, the dance of SEO and networking is ongoing – a rhythm that harmonizes discovery and connection.

As we bid adieu, may your website’s symphony echo far and wide, a testament to the artistry of tying SEO to networking.


Brandon Leibowitz is the founder of SEO Optimizers, a Digital Marketing Agency in Los Angeles, California. He is also the founder of Bosmol.com, a social media news log. He has been involved with search engine optimization and internet marketing since 2007.

The Pitch Pretending to Be Training

Recently, I attended a webinar and I learned something very important.

However, I didn’t learn it from the content of the webinar because the webinar was thoroughly devoid of educational content.

I learned it from what happened next.

The fellow teaching the webinar I knew to be a smart guy. I had gotten some good advice from him, and then saw him speak. In that talk, he shared a concept that seemed interesting. He invited us to attend his webinar the next week to learn more about it.

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A Launch In Review – learning for Affiliate Joint Ventures

You may recall a few weeks ago, I shared with you that I was going to be promoting programs for Virginia Muzquiz and Liz Scully.

I set things up so that it was really easy to opt out of the campaign while remaining in my community, and I’d like to share with you a few things I have learned doing that which you may find interesting, especially if you are interested in affiliate JVs.

Get ready for some numbers!

The Fun Guide to Chinese Number Slang Online | FluentU ...

The industry average is that when one promotes a launch full out, like I did, 5-8% of their email list will unsubscribe.

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Five Steps to Learn the Secrets of NINJA Networking

Networking, Introductions, Non-Competitive Partners, Joint Ventures, Affiliates.

Those are the five stages of Ninja Networking mastery, and they just so happen to spell NINJA.

Actually, it’s not a coincidence. Realizing that “networking” and “ninja” started with the same letter, I decided to see if I could make a cool ninja networking acronym. And I did.

Then, I realized that it not only spelled a super cool word, but that it did it in the order that most people follow on this journey.

It was meant to be!

In this article, I’m going to do a quick overview of the five stages, and in future articles I’ll dive deeper into each area. If you find this interesting, and would like to come on a journey with me to learn the secrets of the Ninja Networker, I encourage you to join my Ninja Networking program.

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Keith Besherse, The Lead Leader – Podcast Episode 54

Keith Besherse

Keith Besherse, The Lead Leader, makes the magic happen with marketing technology. We hear so much about how much data there is out there, but for many small businesses they are only fairy tales. Keith can use this technology to make those dreams come true and help your customers find true love in your business.

Keith is one of our amazing speakers in the Conference21 community. Be sure to join us on February 20-21.

Podcast: Play in new window | Download Website

Subscribe: Spotify Apple Podcasts | iHeartRadio

Other Links:
Conference21
Confident, Connected, and Influential Facebook Group
Crush 2021 Motivational Series

Music Credit
Bits And Bytes by Claus Appel
Link: https://filmmusic.io/song/4688-bits-and-bytes
License: http://creativecommons.org/licenses/by/4.0/

Theme song produced by Patrick Howard of Four Unicorns Design


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Next Episode: Carole Mahoney, Unbound Growth – Podcast Episode 55