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Marketing by lowest common denominator

I read a lot.

I subscribe to the good, the bad, and the ugly to see what's out there so you don't have to.

Today he sent an email promoting his webinar about making more money and having more sex.

Wow. So innovative. So revolutionary. Such a solid inbound marketing strategy...except it was outbound...and is non-stop...and continuously goes lower...and cruder.

It's his "free, bonus training."

In one short email he references having more sex at least 13 times.

Not so long ago he was wearing low-rise skinny jeans and some sort of love beads around his neck while making videos about how to sell without manipulating people.

Oh the irony of ironies.

Maybe he wasn't good at being honest.

Maybe he realized he can make a quicker buck with a different form of manipulation.

Maybe he believes he's now as real and honest and transparent as he's ever been.

Based on the size of his cult some would argue that he's successful and filling a need. (Why does Jim Jones come to mind? And didn't Pablo Escobar fill a big need? But I digress.)

In this age of over-the-top reality TV marketing, be deeper than a puddle.

Have a goal beyond the horizon.

Go beyond the meme and the click-bait headline.

Be Melville, be Orwell, be Chesterton.

Be Collier, be Ogilvy, be Roy H. Williams.

Yes, you can make a quick buck by selling your soul and appealing to the lowest common denominator.

But Matthew warned us about this 2,000 years ago.

"What profit would there be for one to gain the whole world and forfeit his life? Or what can one give in exchange for his life?"

The professions of sales and marketing--as well as our country--need you and me to rise above the noise and chaos, the assumptions, the quick and easy so we can sell different...be different.

You can do it.

Let me know if I can help.

Now go sell something.

P.S. Anthony Iannarino is a repeat guest on The Sales Podcast. We discuss his new book, "Eat Their Lunch: Winning Customers Away from Your Competition."

In this episode we discuss, among other things,

  • How to handle hate mail (I got some after my Gillette email last week!)
  • Why his book was not called "The Competitive Displacement Playbook"
  • How to look at competition
  • Your value proposition
  • How to capture mindshare
  • And a whole lot more...

Click the image below to read the notes while you listen to his episode.

Listen to Anthony Iannarino about his book Eat Their Lunch.