How to know if your brand sucks or not

Published: Fri, 07/24/20

As those who took advantage of my recent "Brand Barbarian" book sale either already know or soon will... one of the marks of a superb personal brand is how little indifference there is towards you. If people think about you and think either “I can’t STAND that bastard!” or “I LOVE that person!” you are doing it right.

If they are indifferent to you, (don’t react at all) it's dead in the water.

My favorite personal branding expert Peter Montoya once told Dan Kennedy in an interview:

“The most polarizing brands attract the most wealth.”

Think about any major religion.

Any major political party.

Any giant industry (big pharma, big government, big media, big oil, etc) people either love and defend them or hate and attack.

Not to mention polarizing religious figures like Jesus Christ.

Or polarizing politicians like Trump.

Or polarizing athletes like Kaepernick.

Or polarizing media hosts like Stern.

And the list goes on.

People either love them or hate them — very polarizing brands.

And, they’re profitable brands that attract/attracted a ton of money, press, attention, followers, etc. All of which is why I declareth that, if you fear being polarizing you will be holding yourself back and leaving so much of the green stuff on the table it’s borderline criminal. On the other hand, if you embrace it, own it, and go with it - as long as you do it in honesty, not fake it declaring you “give zero fugks” or whatever the trendy flakebook one-liner is these days when you clearly do care what people think - you might be surprised how much more profitable your business gets.

And, yes, email lets you play this like a fiddle.

Speaking of which:

The upcoming August “Email Players” issue shows you how to write emails that are inherently polarizing, irresistible, and if you do them right... very profitable to boot.

I'll talk more about this soon.

In the meantime, here's the link of doom:

https://www.EmailPlayers.com

Ben Settle