"Those who bite the hand that feeds them, Lick the boot that kicks them."

PerryMarketing Blog48 Comments

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It’s true.

Ironic, yes. But if your eyes are open, you will see the reality of this in every facet of life. In business, in personal relationships, in the giving and receiving of advice.

You’ll see on this video I get pretty wound up about a whole bunch of things. All of them have to do with people sticking their heads in the sand and ignoring the reality of business – then trying to hold others responsible for their failure.

Business is about money. Yes, business is about a lot of other things, and I will be the first to say, money should never be the ‘god’ of your business.

Nonetheless, in the end, if a business doesn’t produce money it’s not a business. It’s a hobby. Maybe also a bankruptcy.

Thus people who object to businesses charging money for what they do, are NOT business people. They are merely spectators.

I’ve irritated a LOT of people during the last few weeks – first for refusing lunch invitations at a seminar, then for charging a $25 application fee for people who wish to apply for my Content Czar and Affiliate Manager positions. On the video I explain the rationale for the fee. (Hint: it has something to do with preserving the sanity of my staff.)

One guy actually accused me of running a job application scam.  His blog comment (which I did not approve) also included a link to his porn site. No thanks, I’m not giving free traffic to a pimp.

Think about it for a minute – since the porn industry strips women of their dignity, prostitutes their beauty and turns men’s sex drive into a cruel and merciless addiction… it’s not too surprising that this guy thinks everyone else is a scammer, too.

To any who disagree with what I just said, I ask: When your daughter turns 18 do you hope she becomes a stripper or porn star?

I rest my case.

Those who bite the hand that feeds them, lick the boot that kicks them.

That quote comes from Eric Hoffer’s book The True Believer: Thoughts on the nature of mass movements. One of the most brilliant books on group psychology ever written.

For those who are following this, so far I have received 20 applications for the two positions. (Man am I ever getting rich off those $25 application fees….) The applications generally appear to be of excellent quality.

What is "80" and what is "20" for your business right now? Take my 2-minute quiz and I'll show you where you'll get the highest compound interest on your time and money!

On the video I tell the story of my friend Bob and his wife – who had four kids and the 5th one is on the way, his wife was 6 months pregnant when he got fired from his job over petty office politics. He’s got no money, $1000/mo health maternity insurance payments, and has to find a job FAST.

For a few months he did the usual ‘job search thing’ and got NOWHERE. (Do normal things, get normal results, right?) Then… on the video I explain how we got him 3 job offers in 4 weeks, by converting a ‘job seeking problem’ to a ‘marketing problem.’ I discuss the method in thorough detail in my special report for Renaissance Club Members, “How to use Savvy Direct Marketing Techniques to Land a New Job, On Demand, Anytime, Anywhere, with No Begging, No Career Counseling and No Monster.com”.

Coincidentally, just this morning I received the following email from Kevin Raeburn in Mornington, Victoria, Australia, who used the very same method to find himself a new job Down Under:

I used the letter you described in the job seeking strategy above, and within a month I landed 5 interviews and a job! I did not do the cold approach but emailed the letter to 25 advertised jobs over a four week period. There is a good story behind the job offer interview that you may wish to share with your list??

I was rejected at the first interview – being told I was “too senior” for the position. A week later they came back and said the Marketing Manager (whom I had not met) now wanted to see me! At the second interview the first thing the guy said was that my covering letter was excellent and certainly grabbed his attention.”

P.S. I am also dabbling in Google adwords as a secondary income using your advice to assist.

Congratulations, Kevin. You GET IT. So you were able to then prove to a potential employer that you GET IT. You will win clients for your AdWords consulting business the same way. By distinguishing yourself from the rest of the pack and by guaranteeing results.

In the current climate, it’s ALL about results and people who “GET IT.”

Watch the video.

Perry Marshall

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About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.

48 Comments on “"Those who bite the hand that feeds them, Lick the boot that kicks them."”

  1. the video says it all… yes. business is not anything else but money and not about feeling good about it etc… ” and you nailed it right there as you mentioned, “if you want to separate the players from the wannabees, nothing does it like money”. very well said!

  2. Thank you for your insightful video. I know in my own business I am becoming more and more confident in vetting potential clients and only working with those I want to. I love your idea of charging $25 to submit a job application – fantastic – I may even adapt that idea for some of the job seekers that I help too.

  3. I always like to read something like this. That is usually a bit hard to find valuable information on the internet.

  4. I think you are wise not accepting the lunch invites, and then offering them a $25 seat at a power meeting with you. I wouldn’t worry much about them. Although, it would be nice to have a lunch with Perry Marshall… I’d love to pick your brain. :)

  5. Hey, Perry –

    Happy New Year!

    Well… IMO the ‘truth’ is not always ‘pretty’ … but it’s always the truth regardless of who is telling the story.

    Personally I think your lunch and app actions are both brave and brilliant, and I’d imagine that it’s the prevalent time vampires who are doing most of the whining.

    The best advice I can thing of its Nike’s slogan and included in the video…

    “Just Do It!”

    People who believe the ‘push-a-button-and-get-rich-sitting-around-in-your-jammies’ nonsense will allow themselves to be lied to about other things, as well… and if you are not willing to invest in yourself, you have issues no one but you can fix IMO…

    Bless you –

    Chip Tarver

  6. Thank you, Perry, inspiration and valuable material. Your insight into the situation with the media and the recession helped put together two pieces I have been trying to fit.

    I really see this time as a purging. I think in 10-20 years the worlds going to be a lot better.

    Merry Christmas.

  7. I came for the AdWords but I bought “The Fly”.

    Becki makes an excellent point that may go unnoticed. The “fly on the wall” education she mentions is a HUGE built-in bonus of your e-mails and products. It is the main reason I became a Renaissance Club member.

    I (and I’m sure, we) appreciate the educational value of doing business with you and your staff.

    Best of the holidays to you and yours. Try to stay warm.

    Joe Mobley
    BelowTaxValue.NET
    Homes for Sale Below Tax Value

  8. I wish I’d been thinking that clearly to charge for applicants when I expanded our transcription team. Instead I made the mistake of putting the request out on Craigslist.

    You wouldn’t believe the number of people on there who will apply for everything that comes up — qualified or not! Or ask a zillion questions before they lower themselves to apply.

    As a result, I got over 100 applicants and it was a huge time sucker to get it down to a core of people I could work with.

    We enjoy doing your transcripts, Perry :-) Gotta love the “fly on the wall” education!

    Love the new blog.

    Becki

  9. Hey! What about separating the women from the girls? ;)

    I get it though. Never heard that saying about licking the boot that kicks them.

    Congratulations on getting your site switched over to WordPress!

  10. BRAVO! I was nodding my head the entire time and occasionally found myself clapping aloud with nobody else even in the room.

    For all who want to keep their head in the sand, be my guest. Perry and his 1% will continue to take no prisoners and gain more business – even in this “so-called” recession.

    If this is a recession, I’ll take it every year of my life. My phone won’t stop ringing with people who want to “Get More Business Now” because as Perry said, we “deliver results” and have the track record to prove it!

    Tyson

  11. Hi Perry,

    Terrible shirt. Good idea!

    I think your approach to filter out the tyre kickers re: finding employees is a great one – it’s another application of the 80/20 rule – which just seems to pop up everywhere I look!

    Cheers,
    Jim

  12. Hi Perry
    I have read and applied parts of your e-book as well as your free tips, in particular the datum about general keywords, and how to trial a new ad without affecting your overall CTR.

    My CTR has gone from 2.1% to 5.5% through this information alone. What people don’t realise is that it is all about the application!

    Success is hard won know how carefully applied. Your e-book cost me the grand sum of $40 and has increased sales dramatically.

    This affects so many people in a positive way I wanted to thank you for your knowledge and generosity in sharing it. There is so much free stuff there if people could just find it!

    It seems sadly that some people want others to think for them.

    Anyway, in summary, thank you, it is obvious to me that you are the market leader, and have spent a great deal of time researching and developing this priceless data. Why shouldn’t we pay for it?

    Thanks and appreciation

    Andrea Drew
    Impressive Resumes
    Melbourne, Victoria, Australia

  13. Great video Perry.

    I wonder what people’s reaction would have been had you asked people to bid on the positions like AdWords? Now THAT would have been interesting indeed…

    Keep telling it like it is!

  14. Perry,

    You literally opened my eyes BIG TIME with this video.

    Sometimes we all need a kick in the pants to open our eyes and see reality.

    Hope you leave this video up for future reference.

    I am sincerely grateful.

    Thank you,

    Randy

  15. Perry,
    I can not thank you enough for your help over the past two years. Our latest marketing endeavor is using Infusionsoft for email automation. The results are spectacular. We posted recorded sales two different weeks at the same time the stock market and the economy crashed.

    Thanks,
    Troy
    http://www.rentingauthority.com

  16. Perry,

    Besides being obviously a foremost authority on Google matters, your genenral business advice is second to none. I couldn’t agree more that whingers and gripers need to take a good hard look at themselves and just get off their butt and do something.

    Thanks for the best newsletter online.

    Ian

  17. Great video! One of my favorite parts “…the people reporting the news to you are the very people most effected by the current economic situation and by the internet. The people telling you what’s going on the world are the people that are most threatened.” This is not trivial thing indeed! Thanks for giving us so much to think about.

  18. I totally agree with all of the things you are saying. Business is about creating cash flow and hopefully creating profit. That is it.

    Those who have the gall to believe that they should be “bailed out” should be left to experience the failure. There is no free lunch. We have a process to handle failure in business – it’s called bankruptcy (which I believe you mentioned).

    That is what I like about the way you teach – and the person you are – you say it like it is and have the passion (and compassion) to stand and deliver.

    Hats off to you, sir.

  19. Hey Perry,
    Leave it to you to call a spade a spade. My business model is somewhat different to what you teach. . . I rely much on organic traffic rather than PPC. Just to let you know what you say is totally true. My profits have jumped by 25% over the last 3 months. . . what recession?

    Like you say in your video, it’s all about “being a player” and “mailing the friggin letters!” Recessions start between people’s ears. Good riddance.

    P.S.
    Did you know can’t open a Google adsense account without a $5 upfront charge? I’m sure the same folks whining about your $25 processing fee don’t know this. . . perfect way to separate the wheat from the chaff.

  20. Hi Perry and what you’ve had to go through recently with these idiots is much the same with what I have to put up with on almost a daily basis(and I’m sure any decent website does also).

    You taught me something a long time ago when I first got my websites going, and that was this, fire those prospects (and sometimes cusotmers) who are the major pains in the a_ _.

    I feel so good when I delete an idiot prospect or instantly refund a big time whining customer.

    Thanks for ticking those idiots off and confirming for me what I’m doing with the ones I have.

  21. Just like your first commenter, I am forwarding this to my daughter’s boyfriend. Your comments here are exactly right — and at just the right time.
    Thank you.
    Joyce

  22. Hi Perry,

    Just on a comic note. You look like an inmate from Guantanamo Bay with this orange shirt. On a professional note, like the new website and still think your ideas which you share with us by email are still valuable and usable on a day to day base. thanks and keep up the good work!

  23. Great video Perry,

    Delivering results and making a profit is the name of the game. I can’t tell you how many business associates I’ve talked with that have shared stories about how they almost went out of business until they started charging what they are worth.

    Keep up the good work.

  24. I still find it hard to believe (and yet I don’t) the e-mails that you receive Perry and the comments that you get about how you run your business from people.

    My brother and I were discussing this video and the post this morning and we decided that if someone can’t fork over $25 for an opportunity worth literally thousands of times over that and probably 10 of thousands of time over that then they should just get out of business altogether. I mean that.

    My brother and I are amazed at people who hold up deals in one of our businesses for $50 when the end result could be $7,000 or $8,000. Who would risk losing 7k or 8K over $50? Probably the same people who say you are running a scam and are obviously misguided people.

  25. I agree completely with your opinion. But I am not qualified for either position. I have an unusual occupation. I am not a professional internet marketer.
    I just like the information that applies even to me.

  26. Hi Perry,

    Great video. Many people are always crying about the fact that business is about money. According to these people it ‘should be’ about all kinds of other things.

    To paraphrase Jim Rohn: the marketplace represents reality. Doesn’t matter what it ‘should’ be about. It only matters what it’s really about. And you said it right.

  27. Hello Perry :

    Thanks for your insight. Nice to meet someone who shares the same wavelength.

    God Bless.
    Shakuntala

  28. Thanks for being a truth teller Perry.
    That is why I started to follow you.I am 15+ years older than you and have just come from so called “old school” direct selling,MLM,Networking…etc in the last 18 months and I am still in brain cramp mode because of all the courses I have bought and am learning slowly to implement.
    I do not blame my situation in life on anyone but myself and I am not looking for a hand out; but my God I can’t believe how the entitlement mentality purveys society.

    I am from Toronto Canada which is San Francisco lite in terms of liberal socialism,bleeding hearts,entitlement mentality ..etc.

    It makes me vomit ! My kids school does not like me coming in and taking them to task on their indoctrination process.

    I am also a truth teller so I can relate to the reactions you are getting from those certain people.
    Listen you guys voted in a guy for president that said he wants to redistribute wealth!WOW!!!
    Punish the acheivers. We’ve had some teaching to do with the kids on that one.

    My wife and I are still stunned by that; but not really when you think about our school systems in N.A.

    Lastly I have my 11 year old son listen to some of your talks because I can say the same thing and you know it’s just Dad.
    But he does listen to you so thanks.

    Keep teaching and truth telling please.I intend to do the same on my new blog as I go along.

    Nicholas Wind in the communist city of Toronto

  29. Hi Perry,

    After listening to your entire message, I realized that your message is far more about the power of gaining correct knowledge and the power of correct thinking.

    Thank you for the reminder… onward and upward my friend :)

    — Joshua

  30. What a great message. Should be required viewing for all entrepreneurs and those who want to be.

    I loved the term “coupon clipper”. That tells a ton about the mindset of certain people and those with the “save a penny mindset” will never find the business they are looking for. They are unwilling to spend what it takes to get the results they want/need.

    Way too many valuable lessons in that video to absorb in one viewing. Will have to revisit it often.

    Thanks for telling it like it is.

  31. Hi mate,

    Great video (& Welcome to web 2.0 & WordPress the site looks great)

    Loved what you had to say and really enjoyed seeing you in video format for a change over text etc

    I have invested tens of thousands of dollars on myself and my business over the years (a fair bit of it with you)and it has paid for itself ten fold.

    I remember reading somewhere once that the average person will spend more on toilet paper in a year than on educating themselves.

    I am not quite sure how accurate that is but the principal is clear.

    Invest the money people and don’t be so small thinking.

    Great job Perry.

    Regards

    Ed Keay-Smith
    Oz Domainer

  32. Perry
    Thanks for this…I needed a good kick up side of the head and some straight talk to get me back on track.
    I think I’m going to turn off the news and just follow Planet Perry for a while

  33. Right on, Perry! I remember hearing Lee Milteer say “People who want to take you to lunch and pick your brain are really out to pick your pocket!” and what an epiphany that was when it finally sank in.

    Once again you’ve delivered outstanding advice for those who can recognize it and take action on it. Thanks again and Merry Christmas!

  34. Hi Perry,

    Great content as usual. Speaking of spending (I mean investing) money on our education, about four weeks ago I purchased John Carlton’s Simple Writing System course and paid close to $900. This past weekend I told everybody I was going to be away for 3 days and I locked myself in my apartment. For three full days (long ones too,) I devoured every bit of information John ditched out, and completed every single exercise he assigned just as if I was there in that room in San Francisco when the workshop took place earlier this year.

    I can’t agree with you more about investing in your education. After completely absorbing John’s material I’m now ready to launch my first info product. It was the last piece to the puzzle I wanted (needed) to get right.

    The point is that the $900 I invested in John’s course was a drop in the bucket for the wealth of copywriting knowledge I now POSSESS!

    When I was a kid, one day my father said to me; “Son, one day you can be rich and lose it all, but the one thing you can never lose is your education.”

    Thanks for the post Perry. I’ll let you know how my launch goes. Hell, I might even “let” you take “me” out to lunch ;-)

  35. Perry,
    While I am a huge fan of you and your work, responding to blog criticism with a “rant” is a victory for the whiners who prompted it – they got under your skin and got rewarded with their 15 minutes of fame.

    Those of us who follow you for substance and leadership are quite capable of ignoring the whiners for ourselves. Don’t let them drag you down.

  36. Hi Perry,

    As always, brilliantly insightful. Recently, you sent two emails also filled with wisdom. I sent a thank you in because on both occasions, the emails touched my heart and made my day.

    Then today received an email to watch this video. And once again, thank you for the great clarity. You are usually so laid back it is quite fun to see you wound up.

    And it’s good to see you on video.

    Best to you,

    Lois

  37. Great video with much wisdom. Ironic timing too – my wife has literally just got back from a shopping trip this morning having spent twice her time by trading stores off against each other to get the best deal!

    I don’t think being prudent with money is a bad thing, but you can take it to extremes which your story elequently illustrates.

    If I hadn’t taken the “risk” to buy your ebook 4 years ago I would not be where I am today – comfortably and confidently self-employed with no concerns over the “recession” and no employer to fear (other than the marketplace which I can reach through Google).

    Your teachings about AdWords and marketing have changed my life, and given me something which a JOB never did – freedom.

  38. This advice reminds me of a book which I recommend “Don’t send a resume” by Jeffrey Fox. I gave it to several of my friends when they asked me for advice on this matter. I figured it out intuitively, but that book had more expanded insight so I just save time and tell the person to read it.

    It took a while to explain why blindly sending out a resume is pointless. Explicitly targeting decision makers is the way to go. Jigsaw and LinkedIn are pretty much the modern version of that database you mentioned.

    I use cover letters extensively when talking to potential new clients in response to their RFQs. The cover letters are split tested (hehehe). My letters are arrogant, assertive, and straight to the point. I don’t negotiate on my rate either. In most cases, they don’t even care about my resume after reading the letters.

    The reason for that is simple. I practice information overload. Do you need references? I have 5 on video online, 7 with projects directly related to the proposal, and a whole lot of LinkedIn endorsements with live links.

    My resume is 12 pages long and I haven’t even updated it in 3 years as that would make it a 20-page book. It is also written with SEO in mind. Crazy, right? We are supposed to use a 1-2 page resume, according to conventional wisdom.

    After all, hiring managers allegedly don’t read the resumes in-depth. That’s not really true.

    Employment and guidance counselors wouldn’t be employment counselors if they were capable of getting the position they really want. As such, the conventional wisdom is fatally flawed as being advised on a high performance career by the non-achievers is unlikely to be valid advice.

    Whenever I get one of those ultra-brief resumes from an applicant I always ask for the unabridged version. An applicant for a senior technical position simply can’t describe themselves good enough in 2 pages. I have a page for my executive summary, which serves as a built-in cover letter, and the laundry list of technical skills.

    Guess what, I get multiple calls per day for 6-figure full-time positions during recession. The emails from prospective clients usually begin with “I understand you are very experienced with XYZ technologies. Here is what we need.”

    I have no interest in full-time positions, but a 3-6 month contract is always fun, especially if they agree to my terms. I refer the full time position callers to my friends and also explain to them explicitly what I want and why and how we both can make money. “Let me know if you have an urgent project at which at least one person already failed. I do not really care about what technologies are involved. I will even take the risk of doing it on a flat rate basis at about 60% of your allocated budget, but don’t be upset if I am done in a week or two instead of 3-6 months.”

    It helps to have presentation skills. The ideal interview is one where the candidate or consultant interviews the employer or prospective client. Toastmasters helps a shy person become a master at self-expression.

    Overall, interesting video and I certainly agree with the advice.

  39. Great video Perry, sounds like you and I believe a lot of the same things.

    I especially liked the Google update. I’d love to know those ads that those 3% are running and for what product.

    Passed your video along to those who would appreciate it.

  40. Sadly Perry, I’m not surprised that people are accusing you of some kind of scam. If I was in the market to become an affiliate manager or content czar, I would have gladly paid $25 just to go through your process and see how it works, to get your feedback on my professional credentials, and what you’re doing in your process to review people.

    Imagine how many applications you would have gotten from tire kickers if you didn’t have the $25 fee… and how much of your time would have been wasted!

    I have no doubt that the very same people complaining about your $25 fee (and probably threatening to turn you over to the FCC, the FTC, the SEC, the NAACP, and any other acronym they can think up in the moment) would have been the very same people who would have kicked the tires, applying for the job, and wasting your time.

    How much does it cost to really use job search sites (like Monster.com) effectively? (at least $25, right? I haven’t used one since like 1999, so I may be totally wrong there..)

    It’s sad that people complained about it… And I wish you the very best in your search for the right people for your team.

    Warmest,

    Jonathan Kraft

  41. Hi Perry,

    Thanks for being an Internet Marketer who stands up for what you believe in. Considering what you are offering, I reckon the $25.00 application fee is reasonable.

    Bill

  42. I immediately forwarded this post to my daughter who is starting her own business consulting about domestic violence & abuse.

    To anyone reading this comment who has not watched the video – stop now – go back up and watch the video – it will take 18 minutes of your life. All you need to spend is your time, other than that, the video is free. But it is packed with wisdom that can be life-changing.

    Your comments about the relationship between the abused and abuser are as challenging as they are insightful, the story about your friend’s job search, comments about delivering results, the natural function of even small amounts of money to separate one from the pack – this 18 minute video is jam-packed with wisdom.

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