Viewer Discretion Advised
Everyday I probably break 1000 rules by the FTC, but that comes with the job. You can’t really sell (or make any significant money) unless you bend or break the rules. Nobody got rich without doing something shady…
And maybe that points to my lack of moral fiber that makes you squirm. But I do have one set of morals. A code. A credo…
But before I tell you what it is, let me give you some examples from the companies you know of or use on a daily basis that broke the rules…
1. Spotify — Initially putting licensed music on their platform without proper permissions from record labels
2. Uber — Operated without adhering to traditional taxi laws and regulations in many cities
3. Airbnb —Allowed people to rent out their homes without adhering to hotel regulations or local zoning laws
4. Tesla —Skipped traditional dealership models by selling directly to customers, bypassing state dealership laws
5. Facebook — Initially launched as a social network exclusive to Harvard students. Its key feature, FaceMash (a precursor to Facebook), used photos of students without their consent to create a “hot or not” ranking. This violated privacy norms
6. Netflix — Transitioned from DVD rentals to streaming despite heavy criticism and resistance from Hollywood
7. Amazon — Aggressively discounted products and bypassed traditional retail practices, including tax loopholes in the early days
8. Google — Scraped content from other websites (e.g., Google News) to display in search results, facing numerous copyright challenges
9. PayPal — Operated in regulatory grey areas for online payments in its early years, skirting banking laws
10. Apple — Consistently defied industry norms by locking users into proprietary ecosystems and resisting compatibility with competitors’ software/hardware
When I write ads or sales letters, I do push the limits of what can be considered “legal”. I exaggerate reality and push the boundaries of how big a ‘problem’ something is to NOT solve and why they NEED to buy the product I’m selling…
I only see ONE goal:
→ to make you as much money as humanly possible
I only have ONE rule:
→ to never lose your money
And the means to get there typically involves:
listing all the reasons why someone would buy
listing all the reasons why someone would not buy
EXAGGERATING all of them in a sales letter in an order gets their attention, is entertaining, and makes you impossible to ignore
Attention is a currency you can’t maintain by being ‘politically correct’…
You have to REPEL some people and repel them hard. In fact, I’ll go as far as to say that some people should absolutely HATE your brand and what it stands for…
the stronger the magnet, the greater the force of Attraction AND Repulsion — most marketers won’t tell you that…
Because that’s where you want people. In a state where they feel STRONG emotions…
You have to get people to FEEL before they buy. And, for every person that feels ‘hate’ , there are 10 people that will LOVE you for the exact same message. (and buy)
POTENTCY.
If you want someone to just ‘run your ads’ then I’m not your guy.
But, if you want someone to create Digital ASSETS that continue to:
Get attention
Persuade
Get Sales & Referrals
And, you are willing to take off the red tape and let me do my best work — without telling me that I’m “too much”…
All on Auto-Pilot so that you NEVER have to look at your ad account and the only thing you have to do is fulfill orders then…
→ Book A FREE Consultation Here
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