Really Bad Advice for How to Run an Online Marketing Business – Ep 016

You can learn a lot from mistakes, but it’s preferable to learn from the mistakes of others, instead of your own. So, in Episode 16 of Marketing Podcast Weekly, your hosts Rob Booker and the producer Jason Pyles provide a lot of terrible advice for how to run your online marketing business.

Typically this show gives you strategies for marketing, especially for those marketing in the retail trading industry, but not this time. All we have for you today is really bad advice! So, join us!

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Jason’s Movie Podcast: – a comedy show where we review new movies in theaters

Episode Transcript:

Rob Booker: Mr. Pyles.
Jason Pyles: Hey Rob. Good morning.
Rob Booker: Good morning. My Skype updated. It’s very different.
Jason Pyles: Oh yeah. Yeah. You can say that again.
Rob Booker: Wow.
Jason Pyles: I don’t know what’s going on with Skype, but they make me sad these things.
Rob Booker: It makes you sad. Well, speaking of things that make us sad, or make us laugh, I was wondering if we could have a conversation and we could just give some really bad advice about marketing together.
Jason Pyles: Oh yeah.
Rob Booker: We just come up with some ideas for some really bad advice.
Jason Pyles: Sure. That’s easy.
Rob Booker: Okay. I’ve been looking forward to this. I think this sounds kind of fun. Jason, let’s say we’ve got a friend out there and our friend … You play guitar. I don’t play guitar, but I do some marketing. Let’s say we’ve got a friend out there that plays the guitar and they’ve decided they wanna open up an online, teach you how to play guitar shop. They wanna teach people how to play guitar. What are some really great ideas for, let’s call this person, Jeremy. What are some great ideas for Jeremy if he wants to do a terrible job and not make any money?
Jason Pyles: A terrible job. Okay. Well, you know, of late, we see that your business and career could be destroyed if you engage in any sexual impropriety that comes out, so he could potentially make that public knowledge.
Rob Booker: Yeah, that’s a great first step to having a terrible business, is to act like a disgusting human being.
Jason Pyles: Yeah. Exactly.
Rob Booker: That is step one, just be a disgusting human being. Do it privately and have this secret belief that it will never get out.
Jason Pyles: Yeah.
Rob Booker: Yeah.
Jason Pyles: And under that umbrella, to being a disgusting human being, you know, being a racist or something like that, because …
Rob Booker: Good idea. Okay, so Jeremy is now a disgusting harasser of everyone …
Jason Pyles: Right.
Rob Booker: and also a racist. This is great. The alternative to this for our dear listeners, whom we love very much … The alternative would be to be an upstanding citizen, treat people right. Start from there. A lot of people don’t think about this. Before you start an online business, it’s not about the product. It’s not about how much you know. It’s about being a decent human being.
I was watching a video on YouTube from one of the world’s most successful marketers, who will remain unnamed. Most of the world’s successful marketers at one point or another, ran into legal trouble. This guy was giving a seminar Jason and he said, “One of my first rules of business was, if you wrote me and you asked for a refund, I gave you a refund. Someone sent me back a Tony Robbins product,” and he’s not Tony Robbins.
Jason Pyles: Right.
Rob Booker: He goes, “Someone sent me back a Tony Robbins product and demanded a refund.” I said, “Well, I didn’t sell this to you.” They said, “I demand a refund.” He said, “All right, well, I’ll give you a refund. How much did it cost? I’ll give you a refund.” Someone else wrote in and they sent him a collection of his own tapes and materials, but they were all copies. He had gone and copied them, made copies, and sent back the copies.
Jason Pyles: Wow.
Rob Booker: Sent back that. A refund. This guy said, “There will always be money. There will always be prosperity. It’s not worth my time. It’s not worth trashing my reputation to fight with this person. Gonna treat this person decently, and I’m gonna move on. Money is a renewable resource. I will go make more.”
Jason Pyles: That’s smart.
Rob Booker: I thought, that is decent.
Jason Pyles: That’s right, very decent.
Rob Booker: What are some other ways that a business treats people, or it’s customers, or it’s prospects decently?
Jason Pyles: Oh, what are other ways they treat people decently? Hm. Yeah, I love the concept of giving them the benefit of the doubt. I mean, that’s wonderful. The customer’s always right thing, it really stems and just … That comes from valuing and appreciating your customer and where your customer’s coming from.
Rob Booker: Okay.
Jason Pyles: Yeah. I mean, that would be … Sorry. I have another … My mind is on this terrible things to do track. Do you-
Rob Booker: Oh great, great. Oh, I love it. Please. Please continue.
Jason Pyles: Okay, so the next terrible thing to do would be, don’t put up any new content and if you ever do, don’t do it consistently.
Rob Booker: Okay. Right. Right. Yeah. Be terribly inconsistent. Don’t put up new, fresh content. That’s a great idea. If you wanna tank your business, you would definitely want to do that.
Jason Pyles: Yes.
Rob Booker: I think another one would be, don’t actually know how to play the guitar.
Jason Pyles: Oh yeah. Yeah. That’s … Well …
Rob Booker: Just pretend that you know how to play the guitar.
Jason Pyles: That’s so …
Rob Booker: Cause eventually people will figure that out.
Jason Pyles: Boy, that’s the truth. It is. It is. I mean, it reminds me … Here’s the thing. I like Alanis Morissette, and I her music, but I do question, a little bit the degree to which she can play harmonica. It works. I mean, the thing is, I play a little bit of harmonica …
Rob Booker: Okay.
Jason Pyles: After learning some, I see what she’s doing and I’m like, “Yeah, that’s basically what I do,” when I did know how to play harmonica. You know, it works. She sells records, so I mean, who am I. Yeah, so that’s a great one Rob. Don’t know how to play guitar.
Rob Booker: Don’t actually know how to play … Can you imagine Jeremy’s online lessons. He’s like, “All right, today we’re gonna learn how to play some chords. All right everybody.” He picks up his guitar and he goes, “Oh, but one more thing. Before you start playing guitar, what you need to do is you need to get a good instructional book,” and he pulls out a book. He goes, “Okay. Now we’re gonna learn how to play some guitar.” He picks it up and he goes, “Oh whoa whoa. One thing that you’re gonna wanna make sure you do, is you’re gonna wanna practice every day.” And then he goes on with that kind of thing for a few minutes, and then he goes, “Wow. We’re all out of time on our lesson. I promise I’ll be back next Tuesday with our next lesson.” And then he doesn’t come back next Tuesday with his next lesson. That is a great idea, if he doesn’t want to have a successful online business.
Jason Pyles: That’s right.
Rob Booker: That’s a great idea. How about, Jeremy should buy emails address from a service, and he should not have the right, or the permission to email those people. He should just spam those people anyway.
Jason Pyles: Oh yeah, cause people love that, when you do that.
Rob Booker: Yeah. People love unsolicited email. If they request that he takes them off their list, he shouldn’t do it.
Jason Pyles: No. No. Don’t do that.
Rob Booker: This happened to me the other day. I run an online business and I have for 17 years now, teaching people about the currency markets, and how to use automatic, and automated strategies to trade, while you’re doing other things. I’ve had a really nice, successful business over the years. This guy pops up, with a podcast, and with a website. He claims to make 433,000 dollars a week, in his video, and it’s just obviously a lie. It’s obviously, terribly … It’s just stupidly untrue.
If you look up the address at the bottom of all his emails, the government required discloser of his address, you look up his house in Florida, he lives in a two bedroom bungalow, on a garbage strewn avenue in Florida. Anyway, that’s not even the worst of it. This guy, he starts learning about business. He doesn’t really know what he’s doing. He, then sends you emails every day, that you may or may not want. And then, if you click that you want to unsubscribe, you can be sure that within about a week, you’re gonna start getting emails again. That drove me absolutely bananas.
Jason Pyles: Wow.
Rob Booker: It just popped up again. He was like … He kind of had this hope, like, “You’re telling me there’s still a chance that …” Like you say, “Please unsubscribe me.” He’s like, “You’re telling me there’s still a chance that I could one day sell you something.” You’re like, “No. No. No. I’m don’t want to buy anything from you.” You know, I check out the competition. I’m sorry I even checked it out, cause I just didn’t feel, first of all, like it was any competition. Second of all, I just felt like that guy is doing himself a really big non-favor, that, he’s out there emailing people, who have asked him to stop emailing them.
Jason Pyles: Yeah. That’s insane, doing that. Yeah.
Rob Booker: If somebody wants to be off your email list, get ’em off your email. You don’t want them. You want a smaller number of people on your list.
Jason Pyles: Right.
Rob Booker: You don’t want a larger number of people on it.
Jason Pyles: That’s right. That’s right. I like what you said there Rob too, because the inflated numbers, that is … People do … I mean, a lot of times they can sniff that out as well, just as you did, so simply. One time I had the displeasure of being associates with a person, who inflated numbers, big time, like insanely … I mean, it was obvious to a lot of people, not just people in the industry, but people outside the industry, the potential customers. They’re like, “Wait a second. That doesn’t even make sense.” You know, just being dishonest with your base like that, with your perspective audience, is a terrible idea.
Rob Booker: It’s just awful. It’s so bad. It eventually comes back around. What are some other really terrible ideas? Oh, Jeremy should get an office and a bunch of expenses, before he has any revenue.
Jason Pyles: Oh yeah. Yeah. That’s a great, bad idea.
Rob Booker: He should also not charge enough to meet his basic costs.
Jason Pyles: Right.
Rob Booker: In other words, he should not turn a profit. He should definitely not value his services and he should not turn a profit. He should just want to please people. He should be a people pleaser. That would be a great idea. He should always seek to please people, not be himself. In fact, he should avoid being himself, and he should absolutely try to be someone he’s not. He should try to be someone that is exactly what he thinks his customer wants him to be.
Jason Pyles: Yeah.
Rob Booker: Cause they’ll never find out.
Jason Pyles: No. No way. There’s no chance.
Rob Booker: They’ll never detect the inauthenticity.
Jason Pyles: Nope.
Rob Booker: Yeah. He’ll have a rapid descent to the bottom, if he does that.
Jason Pyles: That’s right and what’s related to that is, just, a think or belief that your customers are stupid.
Rob Booker: Oh. That’s a good one. Yeah
Jason Pyles: Yeah.
Rob Booker: What kind of things would … Let’s see. How could he prove that he knows his customers are stupid?
Jason Pyles: Well, like, for example, in his online guitar lessons, he could actually pull that Dukes of Hazard, Waylon Jennings thing, where they don’t show his face, when he shows somebody from the neck down playing guitar, which isn’t even him.
Rob Booker: I’m sorry. I was just thinking about Daisy. Sorry.
Jason Pyles: Oh. Okay.
Rob Booker: Sorry. I totally lost my train of … What did you say?
Jason Pyles: Katherine Bock.
Rob Booker: No. That’s a … That’s really good. If he’s a white guy, have a completely different color of skin below, playing the guitar. Show Darius Ruckers, lower half of his body playing the guitar.
Jason Pyles: Yeah. That’s right.
Rob Booker: That is a really good idea. That’s smart. The other thing he could say is, he could just tell his students that they’re stupid. He could just say that. He could say, “I think you’re stupid.”
Jason Pyles: Right.
Rob Booker: That’s a good … Well, you know he actually might attract a … That actually might be strategy for success.
Jason Pyles: To tell ’em they’re stupid.
Rob Booker: Yeah. You know, in the same way that some people get into relationships and they really like it when the other … They chase after the other person, if the other person tells them they’re stupid.
Jason Pyles: Yeah.
Rob Booker: Yeah, so he might attract people, who are really loyal, if he does that. Not very good customers, but he might attract people. He could just suggest that people are stupid. Yeah.
Jason Pyles: Yeah. There you go.
Rob Booker: He should probably also, not teach them the basics. He should probably jump right into the advanced stuff.
Jason Pyles: Yeah. Be very confusing. Don’t be clear about things.
Rob Booker: He should say it’s confusing also. He should say that this is really difficult.
Jason Pyles: Yeah. Yeah. Discourage your learners.
Rob Booker: Right. You’ll probably never figure this out. He should say that as much as possible.
Jason Pyles: That’s right.
Rob Booker: One really great way to be unsuccessful in general, is to focus on the advanced stuff and never build a foundation. One way, if he wants to be successful I guess. You know, if Jeremy … What he could do is, he could teach people a set of basics, like 10 foundational principles, that after they learn those things, they might not even need him.
He could build a really great reputation, if he taught the basics and built the foundation. If he taught that foundation and built the basics, he would probably leave people better than he found them, and they could go in a lot of different directions from there. Most people want to start with Stairway To Heaven.
Jason Pyles: Oh yeah. There’s not doubt about that.
Rob Booker: They just wanna go right into Stairway To Heaven. They don’t want to learn the chords. They don’t want to learn the progressions. They don’t want to learn the scales, or practice the scales.
Jason Pyles: It’s true. It really is.
Rob Booker: Would you say it’s true, if I wanted to pick up the guitar and play the guitar … When I took piano lessons a year ago, all I basically practiced were the scales. I got this book for the piano, and it was the book of just practicing the fingers, the scales, it’s a really, really popular one. I don’t have it in front of me right now. It’s early in the morning, but I mean, that’s all I did.
Jason Pyles: Wow.
Rob Booker: Just practice that. You could actually end up making music from that foundation.
Jason Pyles: That’s true. Yeah. I mean, a lot of Bach’s piece are kind of like that, just the riff’s on various scales.
Rob Booker: I did not know that.
Jason Pyles: Yeah. It sounds very … He had these little exercises that are actually quite beautiful songs. It’s pretty fun.
Rob Booker: Oh yeah. I like that idea.
Jason Pyles: It’s cool. It really is, but yeah.
Rob Booker: Yeah. Well, that’s kind of what I had in mind. You know, if you wanna have a successful business, teach people the foundation. When people ask to skip ahead, tell them no. Tell them no. Say, “I don’t want you as a student. What I want is students … I want people who want to learn the foundation. I want those people. If that’s not interesting to you, and you’re not willing to do that, then we’re not a good fit for each other.”
Jason Pyles: Yeah. Especially in the kind of pursuit, like in trading for example.
Rob Booker: Yeah.
Jason Pyles: I mean, that can be a disaster for those people. It’s like people who would want to practice some sort of medical profession. It’s like, “Yeah, yeah, yeah, yeah. I don’t want this beginning stuff. Let’s get to the other stuff.” You know.
Rob Booker: Yeah.
Jason Pyles: There are just some things … You have to cross the bridge, or at least build the bridge to get to the other side, or you’re just gonna fall down the chasm.
Rob Booker: Yeah. Right. If you get the foundation, and there’s no danger of you falling in the chasm. If you lay that foundation, the sky is the limit.
Jason Pyles: Oh yeah. For sure.
Rob Booker: You really can. Once you get the foundation, the basics, the principles, the essentials down, there are some really magical things that could happen.
Jason Pyles: Yeah. Yeah. I always told all of my various music students, whether it was guitar or piano. There’s this, kind of this, wall, you know, this … Once you get through that and learn the basics, then you can kind of go nuts, like you just said.
Rob Booker: Yeah. I love it. Wow. This was a lot of fun.
Jason Pyles: Yeah. This reminded me … This is like the Screwtape Letters edition of Marketing Podcast Weekly.
Rob Booker: Oh. You know, I’ve never read the Screwtape Letters.
Jason Pyles: Yeah, it’s a bunch of like, basically, what not to do. You know.
Rob Booker: Well, maybe I’ll check that out.
Jason Pyles: It’s interesting. It really is.
Rob Booker: That’s CS Lewis, right?
Jason Pyles: Mm-hmm. Yes sir.
Rob Booker: Okay. Well, you know, the reason I didn’t read it is that some people are so fanatical about it, that it turned me off.
Jason Pyles: That’s true. Yeah. I know. I’m kind of like that too. I mean, I did that with a lot of music and so forth. I mean, that’s why I’ve always loved Billy Joel. I mean, even though he was popular, but when I was in ninth grade, none of my peers liked Billy Joel, you know.
Rob Booker: Yeah. Right.
Jason Pyles: Speaking of that, coincidentally, I’m seeing him perform tonight in Salt Lake City.
Rob Booker: No way.
Jason Pyles: Yeah. The first time in 23 years. I love Billy Joel.
Rob Booker: I’ve seen him in concert as well. I thoroughly enjoyed it.
Jason Pyles: Oh yeah. It’s awesome. It’s cool.
Rob Booker: Oh wow. Is he solo? Is he just gonna go there with the piano, or does he have a band?
Jason Pyles: Yeah. He has his band with him, so he’ll be jamming out.
Rob Booker: Oh. That’s awesome. Is he still dating Christie Brinkley?
Jason Pyles: Nope. Nope.
Rob Booker: Just kidding. I know that. Okay. He really didn’t want that to work out. If any of our listeners have a lot of bad advice, where can they reach us?
Jason Pyles: We would love for people to send us questions, or bad advice business at We’d like to hear from you.
Rob Booker: Awesome. Where can people follow up with your favorite movies and stuff?
Jason Pyles: Oh. Okay. Yeah. Just go to You can hear a bunch of different shows that are about movies, different genres. You know, whatever you’re looking for.
Rob Booker: All right. Thanks everybody for listening. I’m Rob Booker. On behalf of Jason Pyles, the greatest producer in podcast history. You’re listening to Marketing Podcast Weekly.

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