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.”)
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.)
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.)
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.