If you define marketing as getting your message out, which is how I view marketing, then you can learn a lot from DJs.
A smart DJ is posting his sets on SoundCloud, is on Twitter or other social media engaging with people who link to him, is making loose online networks, and is otherwise promoting himself in a mostly unobtrusive way.
DJs also have multiple platforms to promote themselves. They are on YouTube, Twitter, SoundCloud, and Facebook getting their message out.
Often they play on XM Radio, a new listener likes their work, Googles them, and finds one of those pages.
DJs are masters are converting random listeners to dedicated super fans.
I first hear of Rony Seikaly on XM Radio. I had no idea who he was. When I searched him name to found more, I found his SoundCloud page.
If Seikaly had no web presence, I’d have forgotten about him. It’s a busy world and you hear a cool song and move on. There has to be an easy way for people to find you.
Be found or be forgotten.
One reason the Mike Cernovich Podcast took off was because I copied DJs. I didn’t know what I was doing. I don’t have a marketing team or consultant. I just realized that my favorite DJs were all on SoundCloud, so I put my podcast on SoundCloud.
Now it’s on iTunes (over 313 ratings in the U.S. alone). Anyone who finds the podcast on iTunes can search my name and find my other websites.
One year and over 500,000 downloads later, here we are.
When your content is good, self-promotion doesn’t annoy people.
Those we call “shameless self-promoters” simply tend to not have much of a message worth promoting.
Their message is I, me, me. LOOK AT ME!
It’s tiresome hearing a grown man or woman begging for attention.
If your message is good, people will spread and share if. If you’re the only person hyping your work, go back to the drawing board.
A DJ is an artist and a performer.
If no one enjoys a DJs art, then the DJ will falter. It’s not enough to create good art. You have to understand and empathize with your audience.
Here are some of my favorite DJs along with some of their best sets.
I’m also going to note how I heard about them, so that we can all learn their marketing tactics.
I was cruising along Pacific Coast Highway when Sugar Free Radio started playing on XM Radio. I Googled him, found his SoundCloud page, and have been a big fan since. I have linked to him and a lot of my Danger and Play guys are new fans.
Marketing is a long tail. A bunch of people find a person, promote that person, and suddenly that person is huge.
I’ve seen Seikaly play in Los Angeles, and that guy is living the life.
This is probably my favorite episode of Sugar Free Radio.
DJ Alex H (Alex Humberstone).
His Sunset Melodies is something that you have to listen to for yourself. It’s divine, especially with good head phones. (I prefer the Sennheiser HD280.)
I found him on YouTube while looking for deep house music sets. Own does a lot of interesting work and each set has a different feel to it. Check out his SoundCloud page and find your favorite.
This is the last set I heard:
DJ Main Event.
I met DJ Main Event through my main website, Danger & Play. I tried Googling DJ Main Event, and couldn’t find his page.
“Main Event” is a generic marketing term. It gets thrown around too much to be distinct or noticeable. My advice would be for him to rebrand.
Main Event’s music is feel, good, happy party music. This is a fun set to listen to before going out.
Did I slyly promote myself?
DJs are smart and are Googling themselves to see what people are saying about them online.
I will also @ Tweet their usernames in Twitter, to ensure they see this post.
Maybe they’ll retweet this article, since it’s saying nice things about them.
Maybe I’ll convert Rony Seikaly, Alex H, or Owen Royal to podcast subscribers.
Or maybe not.
Either way, you now have a bunch of great music to listen to.
See what I just did there?
I put YOU first. You have great music to listen to, so now my marketing doesn’t annoy you.
Everyone wins when you deliver value up front by putting the reader and listener first.
Cernovich News Book Of The Week: How to Fail at Almost Everything and Still Win Big by Scott Adams
Scott Adams is not just the world famous Dilbert cartoonist, he’s the author of the groundbreaking book How to Fail at Almost Everything and Still Win Big.
The book is Cernovich News’s Book Of The Week.
Adams’s book has masterful advice for managing your energy and creating a system to benefit your life. You can watch Cernovich News’s full review here.
After you buy Adams’s book, leave us a review of how much you enjoyed it in the comments!
P.S. Are you still feeling tired? Buy Gorilla Mind today!
How to Survive a Public Shaming
Online hate mobs, usually formed by Gawker writers and social justice bullies like Anil Dash, ruin lives. They get people fired from jobs, and in the case of Justine Sacco, they send mobs of people to threaten women with rape.
I was publicly shamed. I got a full treatment on Gawker’s front page. Some idiots did an MSNBC special on me. Newsweek and other mainstream publications attacked me. What happened? Did I cry? Did I have a nervous breakdown?
I’m still standing and laughing. In fact, my counter-attacks received more views than the attacks on me.
They say it’s wrong to be a poor sport, but whatever. You don’t play by any sporting rules.
I won. I played your game and beat you.
But if you want to play again, you know where to find me.
However, there’s a caveat. You need a big platform. Nobodies try challenging me, but he can’t bring me enough page views to justify an appearance by yours truly.
I can move the needle, even at my own platforms. On a larger platform the ratings would be huge.
If you want a shot at the champ, you gotta set it up in Madison Square Garden.
P.S. I also laid out the blueprint for everyone else.
People are sick and tired of SJWs and their online hate mobs. Do not back down. Do not apologize. Do not quit your job. Stand your ground and fight.
I won and will continue to win.
You can do the same.
Do not apologize.
Do not quit your job. Make your employer fire you if it comes down to it.
Get your message out.
I’m just a regular guy who was tired of bullies like Sam Biddle and Gawker ruining lives.
You don’t have to be the greatest writer in the world to get your message out.
You simply need to take a stand. There are millions of others who will have your back. You are not alone.
Reach out for help. If a hashtag is formed around your name, tens of thousands of anti-bullying advocates will crash it.
P.S. Go Full Gorilla.
Live Your Life, Share Your Story
Personal branding and image is big these days. If you talk to anyone in marketing or PR, they’ll tell you to create a personal brand and then ensure your conduct is congruent with that brand.
If you’re a fitness guy, never let anyone see you without abs. If you’re a mindset trainer, don’t let people see you get angry! Always look your best.
That’s one way of approaching personal branding, but it’s always felt too constraining to me. Sometimes, as Dave Chapelle portrayed in his genius works of comedy, keeping it real can go wrong.
Even so, I like to keep it real.
Hypocrisy is the only morality.
One reason marketers, PR flaks, and brand advisers tell you to remain “on brand” all of the time is because we live in an era of moral relativism.
“The only modern sin,” Gawker Media CEO Nick Denton observed, is “hypocrisy.”
In the U.S. especially, we are morally stunted. There is no absolute morality. We don’t feel guilt for doing something morally wrong, because morality doesn’t exist.
Living up to an artificial reality, while perhaps giving you mainstream appeal, leaves you feeling sick and empty inside.
It is dishonest.
Wouldn’t you rather sing a Song of Yourself?
Do I contradict myself?
Very well then I contradict myself,
(I am large, I contain multitudes.)
You are flawed and contain multitudes, which is why people love you.
When you create a personal brand, you become a slave to it. You no longer exist as a human being. You are a persona.
The real you takes shits, picks his nose, probably has a little unwanted urine leakage from time to time, and masturbates to porn. (Please do not share that level of realness with the world, but keep some perspective. You are a human being, not a persona or cardboard cut-out.)
The real you wonders if anyone truly loves you, if you are a fraud who isn’t as good as people think, and often can’t see what the point of it all is when life is decay followed by death.
Will you share your message when that necessarily means exposing your vulnerabilities and hypocrisies?
I live my life and share my story.
I am compassionate, thoughtful, emphatic, kind, cold, callus, sex-crazed, vengeful, and a bit of an asshole who thinks highly of himself while being full of self-doubt.
Sometimes I rant about SJWs and other times I teach about mindfulness and the quest for inner peace.
Some would say I’m a hypocrite! Shouldn’t I be meditating in a cave?
Others would say my contradictions give meaning to my words, as my life shows I am working to improve myself in the very way I encourage others to.
I can’t imagine having any other personal brand than this, “I live my life and share my story.”
For business and marketing types (I have never taken a course in Business or Marketing), this is my mission statement: Live your life, share your story.
No one can expose me. No one can shame me. I am me.
In fact, the media went crazy when they talked about me on TV, wrote about me, and sent tens of thousands of people to tell me to kill myself….
My site’s growth and the growth of my profile proves YOU can be who you want to be.
Be authentic, but not delusional.
If you keep it real, you’ll hit a ceiling.
I would never be allowed on TV. Some of my more controversial articles and Tweets (yes, thousands of people have formed into hate mobs based on my 140-character vignettes) would incite the masses to form online lynch mobs.
Advertisers would pull out and mid-level marketing and PR managers would cause internal corporate drama due to the feelings women have about me. Women are madly attracted to me while wanting to hate me.
Ultimately women control media and advertising, so be careful before you offend them.
Live your life, share your story.
Yes, you can be true to yourself while having millions of readers.
In fact, that might be the only way.