Two Quick Reminders
CEX (Content Entrepreneur Expo) registration is open. Come join me August 24-26 in Cleveland. Open to all creators and content marketers. Use code JP100 to save $100 off registration.
I’ll be golfing 100 holes for kids who need speech therapy on May 12th. Please support me here.
Thank you! – JP
The Greatest Content Marketing Example Ever
I know some of you read this newsletter and don’t care one bit about content marketing. That’s cool.
The concept of content marketing got me to where I am today. So, I’m a fan.
In short, content marketing is consistent content (not an ad) that could have a number of marketing goals. Yes, sometimes it is to sell a product, but other times the goal is to keep a customer more loyal or create a better customer in some way. Content marketing could be a magazine, a blog, a YouTube series, a podcast, a webinar series…the list goes on.
One example is LEGO. LEGO has been sending LEGO magazine to our household for 20 years. In doing so over a long period of time, our family has become more apt to buy LEGO bricks but also travel and spend money at LEGOLAND. And, maybe most importantly, we talk up LEGO as one of our favorite toys ever imagined. LEGO magazine has helped us, literally, to fall more in love with LEGO.
And while LEGO magazine is one of my favorite examples of content marketing, it is not the greatest example of content marketing.
That award goes to Voice of America (VOA) from the United States.
VOA began in 1942 during World War II to counter much of the Nazi propaganda around the world. Since then, VOA has spread American ideals (and music) to millions not located in the US.
Historically, even to this day, VOA programming is the only messaging millions (354 million to be precise) hear outside the state-sponsored media they received (Voice of America publishes in 48 languages).
To put this in perspective, Fox News, the leading news channel in the United States reaches five million per week. The VOA reaches 70 times that in a week.
For over 80 years, VOA has helped to build support (and fandom) for America. It’s been one of our silver bullets for freedom and democracy that no one ever really talked about.
Simply put, the Voice of America has been one of the greatest marketing vehicles for the United States ever created…and…perhaps… the best ever.
Three weeks ago all funding for Voice of America was discontinued. Sadly, Voice of America no longer exists.
NOTE: From what I can tell, VOA is no longer posting any new content. I’m utterly saddened by this.
Are You Being Manipulated By the Media?
I’ve been doing research on media manipulation.
While doing so, I ran into some articles about Jim Jones.
I remember Jones well. In 1980 (I was six years old), the Guyana Tragedy: The Story of Jim Jones ran as a mini-series on CBS. My parents let me watch it, mostly because my mom was super interested in what happened to Jones and his followers.
I still remember parts of it today. The drinking of the Kool-Aid as they committed mass suicide. Keeping the followers closed off to all outside information. Using fear as a tool to keep people obedient, scared and paralyzed to do anything about it.
In one of the last scenes, several followers tried to escape. But others, even knowing they were going to their deaths, drank the Kool-Aid anyway. That was the part I couldn’t believe as a child.
But today, it’s easy to see how this can happen.
First, Jones isolated his followers in Guyana, cutting them off from outside media and communication.
Second, Jones repeated the same messages over and over again. The constant reinforcement made it difficult for his followers to think critically.
Sound familiar?
Many people we know and love have been, and are, being manipulated by the media. I know it’s happened to me before.
The problem is that most people don’t know their being manipulated.
Let’s do a health check on this. If you think you might be you, or perhaps one of your loved ones, ask these questions.
1. Do you feel constantly angry or afraid?
Media manipulation triggers strong emotions, especially fear, outrage and tribal loyalty. If everything you read or watch makes you feel like the “other side” is evil or inhuman, you might be caught in a manipulation loop.
2. Do you only trust one side?
This is my litmus test. Recently I asked this question to a friend: “Is there anything your party is doing that you disagree or have problems with?” If they say nothing or can’t answer, they are definitely being manipulated.
3. Do you dismiss facts you don’t like?
Are you rejecting something because it’s wrong or because it challenges your beliefs?
4. Do you know the other side’s argument?
Can you explain the other side’s view in a way they would agree with? (that they are crazy does not count)
5. Have you stopped thinking for yourself?
Do you listen to your media channel and de facto adopt the stance, or are you processing the information?
If you watch and listen to the same messaging over and over, day after day, odds are you are actively being manipulated. That means having any kind of rational thought over an issue is literally impossible.
Ask yourself if a source is trying to make you feel, rather than help you think? If it’s feel, be skeptical. If you watch the news on cable, most of the programming is opinion. You need to be aware of that.
Let’s take Ryan Holiday’s advice.
“Two thousand years ago, Marcus Aurelius wrote in his Meditations, “Are you distracted by breaking news? Then take some leisure time to learn something good and stop bouncing around.”
To follow Marcus’ example then, I say: Watch less news. Read more books.”
Thanks Ryan!
Jones’ followers were manipulated because they were getting one source of information consistently over time. As critically-thinking humans, we can’t let that happen.
You Have No Competition
Everyone has goals. I’m sure you have a few right now you are working on.
But if goal setting were a skill, most Americans are failing…significantly failing.
Let’s look at the math.
In order to accomplish something, it makes sense to set a goal. Gallup says that, in general, 70 percent of U.S. adults set goals.
But, according to a study by Dr. Michelle Rozen, just six percent of individuals who set goals at the beginning of the year are still pursuing them six months later. In a similar study, the University of Scranton found that over 90 percent of New Year’s goals are never reached.
As of 2024, there are approximately 265 million adults in the United States. If seven out of 10 set goals, that gets us to 186 million. Of those 186 million setting goals, those continuing to work on those goals just a few months later leave us with 10 million.
Stated differently, about four percent of the U.S. adult population sets and follows through with their goals after 12 months. The percentage of those who set and follow through with goals year after year is minuscule.
The hard truth is that we live in a society that gives up a lot, and at that right quickly.
If this is your competition, it’s simply not a fair fight.
Consider two people: Alex and Jordan.
Both started the year with the same goal—to get in shape and run a half marathon. Alex did what most people do: bought new shoes, joined a gym, and posted about it on Instagram. Jordan did something different: set a 5 a.m. alarm every weekday and committed to showing up, no matter what.
Six months later, Alex is back on the couch, the gym membership untouched, and the shoes collecting dust. Jordan? Ran their first race, didn’t break any records, but finished—and is now training for a full marathon.
The difference wasn’t desire. It was consistency.
And here’s the kicker: Jordan isn’t superhuman. They just decided not to quit when it got boring, inconvenient, or hard. In a world where most people give up, simply staying in the game gives you an almost unfair advantage.
I say to my kids, you really can accomplish anything you want in life. They look at me, roll their eyes, like children will do with their parents.
But it’s true. And if you can set and keep goals, you have an incredible advantage over anyone else out there because most people out there, in your sphere, they give up.
The only one stopping you is you. End of story.