Monthly Archives: May 2012

Offline Marketing Sucks Shit

For the first 18 years of my business, I did everything in the offline world.

I got up and showered and shaved and put on a tie and picked up an attache case and pounded the pavement talking to small and medium business owners anywhere and everywhere I could. Because that was what you did.

And don’t get me wrong, I liked this. It was a good routine. I enjoyed the whole morning ritual of getting ready and going out so I could find the next client. To this day, I actually like wearing a dress shirt and tie, and ironing my trousers in the morning is a comfortable and relaxing part of my day. Because in some ways, that’s who I am – and who I always will be. You can’t spend most of your adult life doing something and not become that.

But then the switch got thrown, and everything started to be online. I met clients online. I found contractors online. I did work online. It was no longer necessary to find someone in the local area; the wide availability of broadband meant I could hire people in Kansas, Vermont, and Louisiana, then put them on a project for a client in Michigan.

And the quality of my clients and contractors and projects went wayyyyyyyy up.

See, here’s the problem with offline marketing: you can only physically go so many miles. If you go to a particular office park, there are twenty or thirty business owners there and only so many of them want what you provide in the first place.

It’s like a mailing list; you get about forty percent of them willing to listen to you (open rate), twenty percent of those interested enough in your service to get a quote (click thru rate), and ten percent of those actually willing to hire you (conversion). Which among 25 business owners is ten pitches, two presentations, and odds are five to one against actually getting a client.

So you’re going to hit up about five of those office parks per client, and just how many of them do you have around you anyway?

Which leads me to the point.

Some people think I don’t do 0ffline products because I disapprove of offline business. This is not the case. I believe that offline business is a perfectly good way to do business; I like it, I enjoy it, and I’d never suggest that it shouldn’t be done.

But the principles of online business are the same fundamental principles of offline business, and they’re cheaper and easier to apply online. Testing a new pitch on fifty new business owners takes a whole damn wek offline, but you can do it in a couple hours online.

Once you know what you’re doing, by all means, take it offline. Go to people’s doors. Look them in the eye and shake their hand and say things out loud. To, you know, another human being. But that takes a lot more time and a lot more energy and it’s a lot more risky.

Personally, I wouldn’t bother.

The Point Of Authenticity

I draw an interesting line between “honesty” and “dishonesty” which I call “authenticity.”

The difference is that whether one is honest or dishonest depends on what is actually true, while authenticity depends instead on what is generally accepted as true.

It may be honest to say that you made $45,000 in an hour. I’ve done this myself. I’ve made a thirty-minute presentation to a client, quoting a four-week turnaround on the project with three full-time developers at $96 an hour, and walked out ten minutes later with a cheque for the balance. (A quick run through on a calculator tells me this is $46,080.)

But whether this is authentic depends on your own perspective. When I say I’ve done this, that’s not hard to believe; but when I suggest you can do this, as I might do on a sales page, skepticism rears its head.

It may be honest to say that I have done a thing, or even to say that you could do it. Indeed, I believe anyone suitably self-confident with a well-prepared presentation could get a similar cheque; you don’t need technical expertise so much as you need a nice shirt and tie.

Of course, then you need to deliver three full-time developers for a month who complete the assigned project to the client’s satisfaction, which is rather less trivial… not to mention you need to get the appointment with the client in the first place, again not a trivial process.

But when I’m trying to sell you something, I’m not going to tell you that these things are hard. I’m going to be Rob Schneider.

Kick him in the balls!

I mean, I’m not trying to be your fucking parent, I’m trying to sell you shit. I’ll still tell you all the stuff you need to know, but if you’re at all normal you don’t want to hear “this is hard and will take time.” You want to hear “any retard can do this right now.”

And somewhere between the honesty of “this is hard and will take time” and the bullshit of “any retard can do this right now,” there is authenticity: “with a little instruction, you can do this.”

With a little weasel-wording, obviously. When I say “this,” I mean “give a presentation and collect a cheque the same day.” It will probably not be a $45k cheque. It will probably not be for software development. It will probably not involve three other people working full-time for a month to make it happen.

But that’s authentic. You can easily believe that with a little training you can give a presentation and collect a cheque the same day.

And tomorrow I’m going to close out the month with why I don’t teach that sort of thing.

Musings On The Shithole

So I’ve been kind of introspective today, which as you read this is last week (I drip-feed my posts), and I got to thinking about the whole shithole of an industry we have and why it’s such a shithole.

And it’s mostly because self-righteous fuckwads talk about it being a shithole.

(Yes, I’m aware there’s a great deal of irony here. That doesn’t change my conclusions.)

See, what happens is people write these articles about “oh dear Lord, look what these people are doing, it’s scandalous.” And for all their condemnation, we all know what the cool kids do, right?

They rebel.

So along comes the Verge with this article about how terrible the internet marketing crowd is. They start with a nice, well-rounded condemnation of the whole industry:

The term Internet Marketing in this context describes both a particular business model used to sell fraudulent products and services online, and the community or subculture that embraces it.

Notice in particular the word “fraudulent.” That’s the one and only inaccurate thing in that sentence – a single word that makes all the difference. And then they give you the road map.

The path to internet riches begins with an introductory product, such as a book or DVD. This is often a loss leader: the real value for the Internet Marketer is that it allows him to capture your contact information. Once you’re in the system, your inbox will be flooded with offers for software, DVD sets, and coaching programs costing several hundreds or thousands of dollars.

Now, if you’re struggling and have no money… guess what?

That doesn’t look like such a bad idea.

After all, everyone is doing it.

So what do you need to get started?

You need an introductory product, and then some software and DVD sets and coaching programs.

Which is actually a pretty accurate progression: here is your book about keyword research. Would you like to buy this $47 keyword research tool now? How about a $497 video walkthrough of exactly how to use it in the design and construction of a website? You know, I can personally coach you for $1,997 a month if you really need it.

Which is where the Verge article kind of sits in a perfect little place of saying all the right things and being right on the same page as the industry… except for that word “fraudulent.”

What they’ve done is told everyone that the internet marketing community embraces fraudulent products – an outright lie; most internet marketers hate them – and then gone on to explain precisely how the system works. Well, if it weren’t fraudulent products.

And it’s that assumption that fucks everything up. People get involved, and they come in asking questions, and it all adds up just like the article said. So they’re left with the very strong impression that the “fraudulent” part is probably true, as well.

So when you come up against someone who actually does sell complete shit, well, that’s okay. After all, internet marketers “embrace” that culture. Every time you buy a piece of utter garbage, that doesn’t mean you’re a shitty customer who can’t make good decisions, it just means the industry really does accept and approve the deliberate selling of bullshit.

I’ll examine this further tomorrow, which is to say “this post is now over 500 words and I’m going to start a new one.”

What Good Is Klout?

It’s no secret that I’m a fan of Klout, but occasionally people ask me why exactly I’m so fond of it.

Because it’s a game.

See, you have a score. It’s between 1 and 100. And you go around running off at the mouth to try and make your score go up.

And then people go “But what does it mean? What good is that score?”

Well, uh, there are the Klout “perks.” Someone sent me some sex lubricant once. And someone else sent me an ebook. Neither one of which I particularly wanted or needed or used. Yves Saint Laurent sent me a sample of L’Homme Libre cologne, which was nice, although I had received the same damn sample a couple months earlier from a promotion on XBox Live. But you know, that’s kind of… immaterial, honestly. I don’t care about that shit.

I just want a high score.

But, but… why?

No reason.

Seriously, no fucking reason.

Klout is nothing more than a big dick-pulling contest.

There is no actual point to it.

You have a score! Your friends have a score! You can compare!

If yours is bigger, does it make you better than them?

No!

It’s all just a bunch of crap. It doesn’t mean anything.

The numbers are just… there.

Maybe you post a flurry of pointless shit on Twitter, so it goes up.

Maybe you go on vacation and don’t update Facebook, so it goes down.

It doesn’t fucking matter.

Now, of course, people want it to matter. Everyone’s trying to figure out how exactly Klout’s score works, just to see if they can’t game the process and jack up their score so people think they’re important.

Which, of course, will make Klout even more meaningless.

It doesn’t mean shit, people. It’s an arbitrary number based on how important some guy thinks different stuff is on social media.

It’s just like those retarded graphics people give you for having an “Awesome Website Award!” or “Product of the Day!” – nobody really voted on it. It’s not like anyone who actually matters liked your site. Some guy just said “I would like to slap a graphic on that other person’s site” and asked you to do it for him.

And by simply stroking your cane a little, he convinced you to jump up and down clapping your hands squealing “I won an award!” instead of going “What? Put your stupid butt-ugly graphics on your own site. Fuck off.”

Don’t get me wrong. Games are fun. That’s why I like Klout: it’s fun. I like to log in and see what my score is. I like to check my friends out and see what their scores are. I like to +K my friends and add them to my “influencers” list when they say cool stuff.

But I don’t have any delusion that this means something. I don’t sit around playing Monopoly and thinking I can move into the house I just built on Kentucky Avenue. It’s a game. It’s fun. That’s all.

Guarantees and Refunds

When you look at a product’s sales page and can’t even tell what the fuck it is, you frequently have a conversation like this.

Customer: “I don’t understand. What is it?”

Dick Vendor: “It’s a secret! I can’t tell you!”

Customer: “Then how do I know I want it?”

Dick Vendor: “There’s no risk! Buy it, and if you don’t want it, I’ll refund your money.”

And if you go “well, that’s reasonable enough,” and hand over whatever this product costs… only to find it’s something fucking retarded, like how to get approved for a Clickbank account in less than 24 hours when you already have a Clickbank account and don’t use it anyway… then you get to have this conversation.

Customer: “Yeah, I don’t need this. I’d like my refund please.”

Dick Vendor: “You’ve only had it a few minutes. You can’t possibly have tried it.”

Customer: “I don’t need to try it. If I had known what it was I would not have bought it.”

Dick Vendor: “That’s why your business is a failure and you don’t make any money. You don’t even try to use what you buy. You’re just looking for a magic bullet.”

Customer: “Look, I don’t want this product. You told me you would refund my money if I didn’t want it.”

Dick Vendor: “You’re a faggot.”

If you run in the same circles as product creators, it gets worse. That conversation about the refund will get repeated, except it will get told like this.

Dick Vendor: “So I have this customer, he actually doesn’t want to spend $7 until I promise him he can have a refund… which I do, but I should have known better, because he gets his hands on the product and immediately wants his refund. Like within five minutes. And the product’s got, like, four hours of video and a 60 page guide to affiliate marketing. So I ask if he tried it and he says he doesn’t have to because he can just get a refund anyway.”

Other Vendors: “FUCKING SERIAL REFUNDERS! THEY’RE ALL THIEVES! BLACKLIST HIM! HE’S A PIGFUCKER! HE WILL BE A DORK AND NOT MAKE ANY MONEY!”

And you kind of get a good idea of how the industry polarises, because there are all these people who act like that, and then you have people who are more like this.

Cool Vendor: “Fuck, dude, it’s $7. I don’t give a shit. If he’s telling the truth, then he deserves his money back. And if he’s not, fuck it, that’s not my problem. I said he could have a refund, so he gets a refund. If I didn’t give refunds I wouldn’t make a guarantee.”

Basically, if you only want to give refunds under certain conditions… you have to state the conditions.

If you say “no questions asked,” you can’t ask any questions.

It’s perfectly reasonable to say “I personally guarantee that if you do what I say but don’t get what I promised, I’ll refund 100% of your money.”

Granted, you can skate close to the line on that by saying to do completely retarded shit that doesn’t matter.

Dick Vendor: “I don’t see any video of your left nostril posted on YouTube, so NO REFUND FOR YOU!”

Or you can play stupid word games with your promises.

Dick Vendor: “I promised you could make as much as fifty kajillion dollars. That means anything less than fifty kajillion dollars is still technically what I promised, and nothing is less than fifty kajillion so NO REFUND FOR YOU!”

I mean, if you want to be a dick, then you’re going to be a dick. I’m mostly after you to do shit in a way that you can eventually stop being a dick – either because you grew the fuck up, or because you got big enough that the FTC might give a shit about your complaint volume.

Kinderfeld

Marilyn Manson, Antichrist Superstar, 1997

He lives inside my mouth and tells me what to say
When he turns the trains on he makes it go away
The hands are cracked and dirty and the nails are beetle wings
When he turns the trains on he unties all of the  strings

Tell me something beautiful, tell me something  free.
Tell me something beautiful, and I wish that I could be.

Then I  got my wings and I never even knew it;
When I was a worm, thought I couldn’t get through it

Come, come

Toys all smell like  children and the scab-knees will obey
I’ll just have to kneel on  broomsticks just to make it go away

Then I got my wings and I never even knew it;
When I was a worm, thought I  couldn’t get through it

Because… today is black;
Because… there is no turning back.
Because… your lies have  watered me;
I have become the strongest weed.

The taste of metal; disintegrator
Three holes upon the leather  belt
It’s cut and swollen, the age is showing
There’s no one  here to save ourself

This is what you  should fear
You are what you should fear

So Here’s Some Productive Shit

I’ve been talking about this a little lately, so I thought I’d drag it over to the blog.

The basic philosophy I’m working on right now goes like this:

– Product line

– Community site

– Flagship product

– Live event

If that sounds familiar, it’s because this is more or less the exact same progression Brendon Burchard lays out in The Millionaire Messenger.

What it’s missing is the fifth step of a coaching program, because I don’t want to do a traditional coaching program – and I don’t want to tell you what I am doing, either. There are too many buttfucking sons of whores out there who will rush out a shitty version of it, teaching the market that this entire class of products sucks before I have the chance to do it right.

See, that’s another thing about doing anything new and different. You only get a couple chances to do it. Especially when it’s radical and strange and there’s nothing else like it out there. People are, after all, resistant to change and unforgiving of new ideas.

Once upon a time, we had this wonderful technology come out where machines could talk to you. And the first thing we did with it was make funky fake swear words come out of a Q*Bert machine. But then, we made the Black Knight pinball machine threaten and taunt you as you played. And then we brought it out into the adult world by putting it in the Aries K Car.

So assuming you remember the Aries K Car, what is the one thing you most remember about it?

“A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar…”

If you are lucky enough not to remember this, let me help you imagine it: this is the same saccharine-sweet female voice that says “your call is important to us” while you are on hold listening to a fucking forty-minute flute solo.

Actually, if you don’t remember the Aries K Car, you probably don’t know what saccharine is either.

Basically, the car would tell you if the door was not securely closed, which of course is all well and good because who wants to drive down the street with their doors open?

And the way the car could tell if the door was not securely closed was that a little switch was closed. As in, conducting electricity. Because when you closed the door, it pushed on a little spring that opened up the switch.

Usually.

That switch didn’t open up very far, you see. So the difference between “shut” and “ajar” was about 1/32 of an inch. If it rained, a drop of water could get into the switch and prevent it from ever opening. If it was hot and dry, the seal around the door could shrink, and then the door would never open the switch. And over time, the hinges on the door would loosen up enough that… you guessed it.

“A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar. A door is ajar…”

For-fucking-ever.

So now, we can’t have talking cars. We couldn’t use voice in a car again until GPS systems came out, because it’s not a talking car, it’s just some shit that’s talking IN your car. The same thing happens over and over again in every industry.

Which is why most of my products to date aren’t revolutionary, just evolutionary. The revolutionary shit is in the batting box waiting for people to say “wait, this stuff is fucking badass.” Because if people can’t appreciate what I’m doing now, they will NEVER grok what I’m doing next.

Piracy Losses

If you’re not living in a cave somewhere, you’ve heard the news, music, film, and publishing industries all complaining about piracy. Basically, pretty much anything that gets physically manufactured these days starts out as a digital file, and that digital file passes through the hands of dozens or hundreds or thousands of people on the way to manufacturing. All it takes is one person to say “this would be an awesome torrent,” and bam – it’s out there for free.

I was talking to someone earlier today about Brendon Burchard’s latest thing, The Charge, and how I’d really like to pick up the new version of his High Performance Academy product. This particular someone said “It’s too bad you’re so anti-piracy, because I’ve already got the updated DVDs.

Fuck, it’s not even out yet. You couldn’t buy it if you tried. But the pirates already have it, because turning bits into discs takes time, and during that time at least one of the people who had access to the bits decided “this would be an awesome torrent.”

And dammit, that really is too bad I’m not into piracy. It makes my life needlessly difficult. If I were just a fucking thief, I could have Burchard’s HPA and the latest Photoshop CS6 and probably even see the new Avengers movie. But no, I have to be all honest and shit; so I only get Brendon’s presale videos (which I must admit are still awesome), and I have to beat my head against shitty products like Paint.NET and GIMP, and wait around until Avengers gets onto Microsoft’s Zune service so I can watch it on my XBox.

Discipline is doing the right thing even when it is inconvenient.

And speaking of the right thing, let’s talk about the completely fucking wrong thing, namely the way these industries lie their arses off about how much money piracy is costing them.

Basically, they make this shit up.

Let’s back up for a moment and talk about “opportunity cost.” This is a basic economic concept that the cost of a thing is what you give up to get it, and you don’t just give up the price of it – you also give up your alternatives to it. And the actual price of someone pirating something is zero. This is what a lot of pirates get on about when they say piracy isn’t stealing; you had it, they took it, you still have it. Nothing has been taken away from you. What you were selling is still right there, in your hands, and you’re still selling it. You have lost no actual property.

But these industries quite rightly note that while they have not lost property, they have lost a sale – they have suffered an opportunity loss equal to what you would have paid for whatever you pirated.

And then they make up some bullshit number and say that’s what they lost.

This is where they jump the shark. They don’t know what you would have paid. There are a lot of people out there who honestly mean it when they say they believe something ought to be free, and therefore they will never pay for it no matter what.

Of course, that is generally also bullshit, because people will frequently pull out their wallet and pay “too much” for something even while bitching that it isn’t worth the money. They do it all the time at the movie theatre; they stand there and say “What the fuck, man, $16 for a ticket and $8 for popcorn and $6 for a Coke, I could own the fucking Blu-Ray for this – it’s a total fucking ripoff.” But they still swipe their card and pay. They will swear all up and down that it is not worth it to pay $30 just to see a fucking movie, and they’ll bitch about it all over the internet, but when the summer blockbusters start hitting screens they are right there in the Goddamn line paying $30 to see it and another $30 for their date who doesn’t even want to see the fucking thing.

Or the other way round, if it’s some retarded shit their date wanted to see. Like Transformers 2. God, what a fucking turd of a movie. Yes, you heard me, my wife wanted to see that shit and I didn’t give a crap. Neither did our girlfriend, who went with us.

Then my wife gave us hell for thinking it was stupid, because the Transformers are some massive influence on her life or something, which disturbed me almost as much as it would disturb me a couple years later when the girlfriend had a fit about how Twilight was such a profound influence on her life and it was abusive of me to not like it.

Yep. Abusive. That’s the word she used. Apparently, disagreement on the quality of entertainment is some form of abuse I did not know about. You can probably read all about it somewhere like “The Lunatic Women’s Forum of Complete Horseshit.”

But I digress.

See, basically, when you could go see the movie in the theatre for $14 per person… the industry believes that when you download a pirate copy of that movie, they just lost $14 for every single person in your household. Because it’s not just YOU with that pirated movie, it’s everyone in your house. And since you could conceivably invite some friends over to watch it, too, they don’t stop there; each person in your house actually represents more than one person, because there is a certain percentage chance they would invite friends over to watch it, multiplied by the average number of friends that would come over, added to the one person that member of the household actually is, and then finally multiplied by the number of times that person would watch the movie.

Now, all of this stuff is based on real research by the industry. It’s not all pulled straight out of their arse. But it is based on entirely the wrong shit, because – and this is critical – the industry gets to write off these losses on their taxes. So they want to inflate the amount as much as possible. So they begin with how many people typically go to a theatre together, and nobody likes to go to the theatre alone, so their figures come out somewhere like two and a quarter people. Then they multiply that by the number of times people typically watch a DVD that they own, which comes out a little over half a dozen.

Except people do not go to an actual theatre as often as they watch DVDs. They’re taking two numbers from entirely different places and pretending they are somehow related. And what they come out with is that one pirate copy of the movie is about fifteen viewings on the average, which they multiply by the $14 ticket price at the theatre and say they just lost over $200 because you downloaded the movie.

But an opportunity cost is not the cost of the alternative you imagined, but the cost of the alternative that was actually available.

What they actually lost is probably $6, which is what you would have paid to watch the movie on a Pay-Per-View channel. And while it’s possible you might have then let someone else watch your pirated movie, it is just as possible that you didn’t even want to watch this stupid movie and only downloaded it so you could help seed some overly-popular torrent for a ratio boost. (I wasn’t always this honest. I know how shit works.)

That basically means 97% of those piracy losses are just straight out made the fuck up. They aren’t real. The industry just manufactured a number based on stupid ideas that are not even remotely true so they can take a huge tax deduction. But unless they want to be sued into bankruptcy by the IRS, they have to behave in every way as though this figure is real, which means strutting around like retards insisting that pirates are killing their business.

The Customer Isn’t Always Right

Everyone likes to quote “The Customer Is Always Right!” as though it’s some sort of magic phrase that gets you what you want.

What nobody seems to understand about it is that this is how customer service personnel are trained.

Never tell the customer he’s wrong.

A customer comes in and says “I want my money back for this sweater.” It’s torn and has a stain on it. The customer doesn’t have a receipt.

He claims he never wore the sweater and it was like that when he bought it.

Now, you know the customer is full of shit. In fact, chances are the dipshit customer is trying to return it because he couldn’t get the stain out.

But you don’t SAY the customer is full of shit.

What you say is that you can’t accept a return that isn’t in saleable condition. It was like that when you bought it? Why, that is just terrible. The cashier who rang it up should have seen this stain, and that tear, and sent someone to get a replacement in saleable condition. That was a terrible misunderstanding and you are truly sorry for it.

But you still can’t take the return.

Now, if the customer starts bitching about how he’s always right, you just nod and say “oh, yes, indeed – you’re completely right; it was like this when you got it and you just didn’t notice and never even wore it, that’s absolutely correct, sir.” And you have to sell it. You have to make the customer believe that you believe that he’s not completely full of shit.

But you still can’t take the return. It’s out of your hands. However, if he’s got the receipt, then at the very least you could identify the cashier who sold him that sweater for disciplinary action. Oh… no receipt either? That’s too bad. Tell you what, we’ll put this on the agenda for the all-hands meeting next month, just to remind everyone about making sure sold items are in good repair before the customer pays and leaves the store with them.

But you are right, sir. This sweater should not have been sold to you in this condition. That cashier is a right bastard. Now here you are with a stained, torn sweater that you can’t return, and it’s not even your fault. Why, if it had been in saleable condition when you bought it, then all you would have had to do was bring it in… with the receipt… and gotten your refund. But that pigfucker of a cashier sent you away with a torn, stained sweater which you now cannot return… even with the receipt.

The customer does not always get what he wants. You just pretend he isn’t the lying fucktard he is, when he happens to be a lying fucktard. (Not all customers are lying fucktards.)  He still has to bring the product back in saleable condition with a receipt if he expects a refund.

The policy makes a lot more sense that way, doesn’t it?

Does The Warrior Forum Suck?

A lot of people give the Warrior Forum hell for being a crappy place, and honestly, there’s a lot of crappiness there.

Because, you know, there’s a lot of shit going on in general.

Walk into any mall, and most of the stores are bullshit. Here’s a dollar store next to a dollar store. The only difference is that one is owned by the Koreans who also own the “exotic imports” shop down this way, and the other is owned by the Vietnamese who also run the nail salon down that way.

Yeah, yeah, I know. “That’s a stereotype!” Most stereotypes are stereotypes for a reason.

Personally, I enjoy looking for things in the “exotic imports” shop which are also in the dollar store. There were some faux jade Buddha statues in there for $12 each once. Walk a few storefronts down, and you could buy the same statues for a buck. Remind you of anything?

“My customers don’t know! They’re stupid.”

But the real issue there isn’t that some jackhole shopkeeper is selling the same thing at two different prices. It’s that he understands positioning. Surround a dozen of these statues with other Buddha figurines at varying sizes and price points, your customers will happily pay $12.

Stick a few hundred in a plastic jar on a white formica countertop, and they’ll only pay $1 on an ill-founded impulse.

And that’s what’s going on in the Warrior Forum. The place is still full of quality marketers with quality products, but what’s happened is the WSO forum has gotten overrun by cheap shitty products from cheap shitty people.

People complain that about a hundred WSOs are posted every day, but put that in perspective: it’s pretty much the same two or three hundred people doing it. And while that might seem like a lot, there are about half a million people on the Warrior Forum.

Plus, about a dozen of the WSOs posted on any given day are actually good. And before you say “but that’s only a tiny fraction of the WSOs being posted,” ask yourself this: where else can you find a dozen quality products posted every single day?

So yeah, I know I’m categorising this under “This Shithole of an Industry,” because face it… the industry is a shithole, and the Warrior Forum’s right down in the valley where the shit rolls downhill and collects.

But stop bitching about the shithole for a moment, and marvel just a little at the many quality people who hang out there. Some posting, some lurking, some just putting out the dozen or so quality WSOs that hit the forum on any given day.

They don’t have to hang out in the shithole. Indeed, they could hang out anywhere they wanted. But there they are, being badass right in the middle of all the shit.

That kind of, you know, doesn’t suck at all.