Gorilla Marketing

Although no products are currently sold at Danger & Play, the gorilla marketing I conduct here is extensive and well thought out. A lot of people don’t recognize it as marketing because it’s a new type of marketing. Forget guerrilla marketing. This is gorilla marketing.

Marketing isn’t always about the money. Marketing is often about the message.

In fact, my marketing is so advanced that many can’t even see it. After I published my Tucker Max expose a few people wrote blog posts saying I didn’t understand marketing. “Tucker wasn’t stealing from you. He’s just remarketing what you’ve been doing.”  The little kids didn’t realize that my entire post and comment campaign was marketing. I’m right where I want to be on Google. My SEO strategy worked.

Now you can be assured I was pissed off. I didn’t fake indignation. But rather than suffer in silence while my concepts got ripped off, I got out ahead of Tucker Max and his six-figure marketing team.

I set the entire tone for the conversation about The Mating Grounds. I showed why he and his partner have nothing to offer serious men. I slit throats.

(“Every normal man must be tempted, at times, to spit on his hands, hoist the black flag, and begin slitting throats.”)

black flag

What’s more is that Tucker could not respond. His diehard fan boys would support him, but too many in the silent middle would have realized I was right. He couldn’t counter-market me.

Tucker Max recently closed comments at The Mating Grounds as the site has been an utter failure due to my marketing campaign. I got my message out ahead of his.

Getting your message out and attacking your adversaries is marketing – even when you don’t have the intent of making a penny.

Manly marketing requires differentiation. To be different is to be disliked.

Women want to be liked by everyone. Whether that’s nature (women, being physically weaker, evolved not offend violent male adversaries) or nurture (girls are taught not to be bossy) is neither here nor there. The point is that it’s true.

If you want to be liked by everyone, you can’t be different. You can’t be edgy. You can only fail to conform within well-defined boundaries of conformity.

(Here’s to the crazy ones who can’t decide between a MacBook Pro Retina 13″ and a MacBook Air.)

crazy ones


But to grow a niche audience, you need to be different. It’s a huge World Wide Web. Why would anyone read you?

How are you different? That is a serious question. What is it about your goods or services or website or whatever that makes you different from everyone else?

That’s where being a man comes into play.

Take a position against the unwashed masses. Stand up for something, even if it’s unpopular – even it means people won’t like you.

If 99% of the world despises me, I will still have more readers than I know what to do with.

That doesn’t necessarily mean a man should seek to be hated. It does mean that, if you have the balls for it, you can find success by “daring to be different.”

You come to Danger & Play because it’s different and because YOU are different.

The tone is deliberately off-putting to normal people.

Imagine it’s your first visit. You see big gorillas and bold red colors. You either hate the site or you feel like you’ve found your new home.

You read a few sentences and realize I get to the point. I don’t hold hands. I offer solutions but don’t coddle or snuggle anyone or water down the message.

It’s bracing, isn’t it?

Because of my tone and web design, I screen out losers, parasites, time sucks, and fence sitters.

When people post stupid comments, I ban them. What site bans people from commenting simply because they are too stupid to be there? What about the page views!?

Again, that’s marketing – even though I’m not selling anything.

“Why are you such a nice guy in real life?”

That’s the first question people who meet me in real life ask. Due to the tone of Danger & Play, people assume I suck down gunpowder-and-whisky sours while listening to Pantera when in fact I haven’t been drunk in almost 2 years and just got back from an Above and Beyond concert.

(My musical tastes are beta.)

When I actually meet people, they like me and I like them. That’s because we are all hard hitters (or working towards it).

I’ve screened you and you’ve screened me long before we ever meet. Of course we will get along.

Men analyze data

A woman who works in brand management actually told me I was doing a terrible job marketing Danger & Play. Considering that traffic is growing like crazy, I asked her why. She said some of my online actions – especially on Twitter – were “damaging to my brand.” I spit my alphacinno onto my computer screen.

Traditional marketing is all about brand awareness – some nebulous concept that cannot be measured and is therefore the perfect function for someone in a make-work job pitching slide decks.

Remember the marketing adage, “You waste 50% of your marketing budget. The problem is that no one knows which 50%.” Bullshit.

Masculine marketing is data driven. What’s the open rate on a A/B tested newsletter title? How do those clicks convert (whether to a new reader, a newsletter sign up, or a sale)? What’s the best time of day to post on Twitter?

I have data to support every move I make. There is no guesswork about “brand awareness.”

Incidentally, my marketing budget of $0 is more effective than companies that spend thousands a month on nonsense.

And you guys are awesome – really, the best “customers” any “business” could want.

How many people can say that their “customers” want to give them money? I can.

Multiple men have told me they feel guilty that I’m not selling anything. Many have written in asking to donate money. Some have suggested that I compile a “best of Danger & Play” into a eBook just so they’ll have something to buy.

The eBooks will drop soon enough. I’m not attracting money right now. I am directing my energy towards other forces.

Once I asked for something (iTune ratings). You gave me more ratings than James Altucher, and James Altucher has an entire marketing company behind him.

My marketing only sucks if you don’t know how to market like a man.

Yeah, my marketing sucks. If I didn’t market like a man.

Take a stand. Show how you are different. Analyze data and be focused.

You’ll be surprised at how effective your marketing becomes.

  • XCSkierBen

    Poor Tucker. Didn’t see it coming. Nothing like a metaphysical kick in the balls. Nicely done. What about that other knob who stole your juicing idea? That site is almost a complete rip-off of your concepts…verbatim. We live in strange times. Integrity is hard to come by these days. That’s why I come here. Not a lot of bovine feces here at D&P. Carry on men.

    • Danger & Play Blog

      I’m cool with the juicing guy. He was a good kid who had an error in judgement and we worked it out.

    • dpthrowaway

      “Yep. He’s riding a hype train and I intend to derail it, because he’s an idea thief.”

      I find myself similarly situated. Some years ago, I came across a fraduster peddling “hedge funds” (I did not invest). He went as far as to set up a fake fund auditor and administration firm to make phoney net asset value statements. Somebody called the CFTC. He went to prison and served half of a 5 year sentence. The funds he managed from 2008-2011 (and which took in some $12 million) never had a profitable month. He embezelled nearly 25% of the funds on personal luxuries including a boat and plane.

      He learned his trading strategy from another “market guru” on the condition of confidentiality. The strategy is bullshit and doesn’t work, but that isn’t the point. The point is this guy gets out of jail, and the very same week starts trying to market a book and $10k seminars by completely ripping off his “mentor”. Worse, he is now trying to make his living by selling “trading education” and financial advice after blowing up $9 million with a trading strategy which simply does not work. He is calling markets on twitter to advertise for his book and seminars, and every call has been wrong.

      Now I’m not one to protect people from themselves, and sure enough there will be folks dumb enough to buy his product even when some rudimentary research about the author will reveal enough about his past that nobody would view him as the slightest bit informed on markets. It does make me uncomfortable however that once again he is going for the low hanging fruit of scamming people, this time perhaps legally if not ethically. Something ought to be done, and one considers the prospect of an effective counter marketing campaign so that the easily led can “get the facts” instead of forking over their hard earned. No good can come from him being yet again rewarded for running some sort of scam, and he is the type to know just enough to be dangerous…

      So I don’t like idea thieves, pretenders, and scammers. Even when the ideas being stolen aren’t my own. I’m a busy man however, so where is the line between charity (donating your time for a potentially greater good) and foolishness (devoting time to something non productive which probably won’t protect the greedy and certainly not the sheeple)? People can buy what they want, personal responsibility doesn’t go amiss, but there are some who are gullible / naiive (usually due to age/lack of experience) and these are the ones I fear being preyed on and would like to warn if possible.

      Anyway, very offtopic, but good job on Tucker for the right resons.

      (and if anyone wants to see the sad state of affairs I was discussing, try tminr on twitter or tminr dot com)

      • Danger & Play Blog

        There are more frauds than there are hours in the day. There is a way to balance out your concerns.

        What I’ve found to be effective is to only occasionally go after one fraud. But really go after them. Slit throats.

        Then people are a little more careful when they know you are watching. You can’t prevent all the evil in the world, but people will watch their step.

        Hit hard, hit to kill, or don’t hit at all.

        • dpthrowaway

          Mike, thanks for taking the time to respond. That is solid advice.

  • anon1

    Genius. And you are completely right regarding any products you decide to make man, I think many will be day1 buyers. Because you showed your character first, who you are and what you represent , and people either gravitate towards it seeking to emulate but not imitate your successes, or they leave.

    Life. It always seems to come down to having the balls to screen. The balls to let people hate you and not be liked by everybody (being liked by all is usually at the sake of diluting the message.)

    I know in my own Real life conversations I am so pandering its unbelievable. Sure with close friends they see aspects of the real me and ten year plus mates will be there but that bravery to take off the mask and say this is who I am and what I represent, that’s something I admire and want to shoot for myself.

    • Danger & Play Blog

      Given that yesterday was the 70th anniversary of D-Day, I wouldn’t say that “Being yourself” is the most courageous act, but absent war or something intense like that, “being yourself is” pretty high up there.

  • http://www.savagegazelle.com/ Sirita Wright

    I don’t know who Tucker is, or exactly how I found your site. But I love it, subscribed to it and am a woman. I am learning a ton about men and now marketing! So thanks man, appreciate you taking the time to share you knowledge! As an actress and blogger myself, I have gleaned a lot of information from you. Can’t wait for the ebooks to drop!

    • Jorgan Von Harsburg

      Tucker Max is an author who wrote the book that inspired a movie. The book/movie was called ‘I hope they serve beer in hell’ it’s pretty funny.

      • http://www.savagegazelle.com/ Sirita Wright

        Thank you Jordan, I will def. check it out!

  • bear

    The very famous copyrighter/marketer Dan Kennedy stresses in his books that all good marketing should result in the customer coming to you literally begging you to take their money. Its so simple in concept yet so hard to implement in reality. With my own ‘brick and mortar” business I have yet to find the right recipe on making it happen – yet I keep hammering away trying.

    • Danger & Play Blog

      I spent way too much at this gourmet coffee shop. Differentiation. They are different.

      They’re marketing is great service. They are super polite, everyone is “sir” or “ma’am,” no talking on the cell phone is allowed inside, there’s a Zen water fountain, coffee is great but expensive and I can make it cheaper at home.

      They offer a more serene environment that I have at home and their service and goods are spectacular. I won’t even say how much as I spend as it’s an obscene amount, but I don’t even think twice about it.

      Also, once I went in there to buy a coffee in a to-go cup and then asked him to put a second cup into my thermos for later. He filled up the ENTIRE thermos and only charged me for the second cup.

      Find out what your competitors are doing. Do they let people talk on cell phones inside (if you’re a coffee shop or something)? Long lines? Do they remember regulars? Do they occasionally comp a regular?

      Remember. Who is your BEST source of business? Your current clients. Your current clients will need your services, you cost to acquire them is zero (since you already have them), and your current clients will be on your marketing them because they believe in your goods / services.

      So many businesses forget that and take regulars for granted. Sometimes you comp a regular. Sometimes you throw a freebie. Small gestures of good will are remembered in a world where almost everyone only “looks out for #1” and people only look to see what they can get out of you.

      Look at my own “marketing.” I pay to get podcast transcribed out of my own pocket. I could sell them. Instead I have given quite a few away to newsletter subscribers.

      Marketing is also delivering value. Not everything that appears on Danger & Play is pure gold. But everything is good. Solid.

      Whatever you sell is your marketing. Is your product crap or is it fungible? Can I find it anywhere else?

      You can’t find anything else like D&P. Sure there are other great sites (Bold & Determined, Good Looking Loser), but they are different in their own ways.

      Make sense?

      • bear

        Hey thanks for taking the time to respond. Appreciated ! I used the term “bricks and mortar” business loosely, mostly as a way to distinguish my business from one that is web based. Its a forestry consulting business, which means we provide consulting and forestry services to private landowners. Its a licensed profession.The professional culture (of my competitors/colleagues) tends to be very dry, boring, staid, territorial (i.e its expected that you don’t engage in cutthroat competition for other forester’s clients etc..) The advantages are that once you get a client, they tend not to leave you. The disadvantage is its damn hard to grow a client base from the ground up at a rate fast enough to provide a decent standard of living. Truthfully I am finding it a bit of a struggle.
        Your ideas about customer service are excellent. Recently I have worked overtime to do just that with every person who has hired me. I refuse to compete on price but will beat anyone on customer service -hands down. Response summaries that I send out after a job is completed all testify to that.
        I have also been working to distinguish my services from the rest of the pack by using “reach out and grab you” titles for the services that we provide. For example instead of providing just the old regular boundary line maintenance. We instead provide “Boundary Lines Done Right” etc…
        That said , as mentioned earlier, growth sufficient to financially sustain me continues to be a bit too slow. Honestly it sometimes gives me anxiety attacks when I actually think about it. However, there is no turning back, I have to make my business work for me. I cannot go work for anyone ever again- its do or die trying.
        I’ve often thought of saying fuck it and taking my stubborness, drive, work ethic, street smarts and business skills and applying them to something more lucrative.
        You seem like a smart guy Mike, so any more ideas or suggestions you might have I am sure open to listening to.
        Once again thanks a lot for your earlier suggestions.

  • Jaunty Khan

    rework lesson – “pick a fight.” Not bad marketing, awesome marketing!

  • andrewwpost .

    I am not a man who needs motivation often but I have had so many inspirations since coming to this site. It is incredible. I am writing a blog I just started writing one day to get my thoughts out there. Next thing I know people I do not know are commenting on it. Not many but enough to keep me going. Now I want it to make money because I do not want to be a wage slave. Reading this gave me some more ideas. Again Mike, you are the man. Keep up the good work.

    • Danger & Play Blog

      Thanks; congrats on starting your new blog! Most men who read D&P are already motivated. My role is to provide inspiration, which is just a way of saying that I throw out ideas for men who are already motivated to apply.

  • Nick

    Dana White is the greatest Gorllia marketer alive. The way he is marketing UFC is a big reason we are seeing it explode at the moment. All of his marketing is backed through data analysis – there is no pissing in the wind with it – the guy is a genius.