Today, I’m going to share with you a dangerous strategy.
Use it at your own risk.
First, a little context:
On October 26, 2024, then-candidate Donald Trump went on Rogan’s podcast—rambling about how traditional media “betrayed” him after his political ascent, how he should have fired more people, how he’s going to replace 51.6% government income from income tax with the previously 2% tariffs, and more.
This interview was THREE hours long.
It generated over 50 MILLION views on YouTube before Election Day—more (way more) than any traditional media.
The secret winner of this interview?
Joe Rogan.
This has always been his recipe for success.
Invite polarizing guests—such as Elon Musk, Alex Jones, Jordan Peterson, Kanye West, etc—to discuss burning hot topics.
And when he’s criticized…
He does not apologize.
Instead, he brings in another polarizing guest to muddy the waters.
This brings us to the strategy I want to share with you:
CONTROVERSIAL
It comes with many names…
~ Throw rocks at others
~ Us vs Them
~ Disclose the industry’s dark secrets
~ Poking people’s insecurities
When you can stir up controversy, you create viralness.
To give you a real-world example:
Yesterday, a friend on Facebook commented that most mentorships do not provide enough accountability.
A copywriter from India commented:
“I don’t think any good mentors offer accountability. If they do, they are coaches. Mentors are not there to hold you accountable. They are there to empower you and show things you dont see for yourself so you can be accountable of your own actions”
I agree with this view.
Not just because a mentor’s “job” isn’t to hold you accountable…
But also because you cannot “afford” hiring a mentor to hold your hands. The only reason you would pick someone as a mentor is because:
– they’ve accomplished what you want to achieve
and
– they are far ahead of you in this journey
This ALSO means…
They are (usually) making a lot more than you right now.
From an hour vs hour standpoint, a mentee cannot afford the mentor.
That’s why you cannot hire a mentor to hold your hand, keep you accountable, and babysit you through every step.
Of course, a good mentor will check in on you from time to time. But they are too busy doing their stuff to teach you how to take baby steps.
(Yes, there are exceptions. For example, people who are already wildly successful in a different field, breaking into a new market. But this is not the norm.)
Well…
My AGREEMENT triggered the Indian copywriter’s insecurity about wealth:
“duh!! so you know what I can and can’t afford, eh? SMART ASSumption Give him the Nobel for guessing!!”
This reply hurt me so bad that I cried myself to bed…
Weeping through the night…
Hiding in my blanket…
Writing my award speech for the Nobel For Guessing on the napkin I used to blow my nose…
But one good thing came out of this tragic event:
It gave me the idea for this email.
😀
And if I want to take it one step farther…
I could easily call out:
~ how touchy he is
~ how I must have stepped on his insecurity
~ how dumb it is to make a weird assumption that someone else is attacking him… when he went on to attack others for making an assumption
To make it even more effective –
I could tag his adorable mentor and stir up controversy in front of his audience. I could get thousands of eyeballs while having some fun.
And this is why I said:
“Use it at your own risk.”
You have to be your judge on how far you want to take each fight.
(I know a few copywriters who built their whole reputation on controversies)
Talk soon,
– WYH