There’s a vast initiation ritual, akin to fraternity hazing, in which entrepreneur wannabe’s are stripped of their wallets and ID’s and forced to drink pints of vodka while spinning on merry-go-rounds. They’re fed sandwiches made of spam and fantasy lunch meat, and stripped of their self-respect and self-confidence one dollar at a time, before finally being released to re-learn everything they thought they knew in the school of hard knocks.
The name of this ritual is “Business Opportunity.” Marketing insiders refer to it as “Bizop.” A multi-billion dollar industry.
Perpetrators of this scheme rationalize it this way: “Somebody’s going to separate all those cattle from their money, it might as well be me.”
(I’ve heard all kinds of variations of exactly that.)
Citizens of Planet Perry, almost to a person, are folks who’ve somehow managed to survive all this with their sanity and marriages intact, and who are finally ready to learn how business REALLY works.
Did you know that in copywriting, “WORK” is a four letter word? “LEARN” is a four-letter too. I probably shouldn’t have used it.
The word “learn” is only appealing to people who’ve finished drinking the pink koolaid, vomited up the poison, recovered from their near-death experience, mopped the puke off floor and decided there’s still got to be a way to make a business successful. They’re now prepared to find out what it is.
People who are NOT ready for a real business are enamored with words like these:
turn-key
just follow the system
magic
amazing
unbelievable
riches
4-hour work week
ease
minimal investment
porn
People who’ve made the switch are much more interested in words like these:
implementation
elegance
insight
contribution
value
uniqueness
meaning
skills
equity
action
relationships
When you’re finally sick and tired of blowing $2000 on courses that are purported to spit $100 bills onto your living room floor like a magic ATM machine, “with just a few simple steps” . . .
. . . when you accept that work is a joy and a calling and not something to be avoided . . .
That’s when the real discovery starts.
My “Four hour work week” reference isn’t a dig at Tim Ferris, by the way. Tim works 100 hours a week :^> Leading by example, I tell ya. The title of the book simply reflects the fantasy that book buyers prefer to buy into.
To all those who’ve made the switch and are still in the game, welcome. This is where the adventure begins.
Perry Marshall
I love your comments, below.
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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.
85 Comments on “Who likes Planet Perry & who doesn't”
Why do most of your articles seem like your talking directly to me? I have never met you personally and have been lurking for couple of years, just to receive one of you little gold nuggets. Most time when they come I say to my self “Got to get enough money to join up.” I know I know when it is important enough I will find the cash and do it. Hard but not impossible….. hope to meet you sometime and shake your hand and say “Thanks”
This simple letter is so powerful. Every word.
I wish messages like this could be seen by all those who sadly have to part with their money, time after time. But then it’s also their part to learn that nothing like millions, nor even thousands come to you overnight or by the end of the week.
Not until you put in some major work, and treat your online venture AS a business, the same as you would with a brick and mortar business. For those just starting out, whether offline OR online, you do need to realize that it takes time to LEARN.
Sometimes the learning curve is a great one, but the learning curve beats all the other scams and tricks that cause you to have to lick your wounds, and make you even MORE skeptical to the real deal. It can also make you jump to the next new shiny thing. And boy, the skepticism after that is intense.
We often want the easy way, but as many people say by now, “If it were that easy, wouldn’t even one be rich or at least well-to-do?”
And Perry, I LOVE this sentence:
“. . . when you accept that work is a joy and a calling and not something to be avoided . . .”
You are so right.
Even Adam, Eve, and their kids had to work, while living in (literal) paradise. And this was while they were still in His good graces.
It’s truly a calling, some of us need to figure out what our specific calling is, and then do it to the best of our abilities, not only to help ourselves and our families – but to help others.
When you look at your business as serving others, it can humble you, (making and causing you to) want to do even better in business AND in life.
The terrific funds that come with are merely a bonus.
Sorry, I forgot to add: The word “LEARN” has five letters. Thinking it has four is not very intelligent.
Sorry, but this is one of the worst articles you have sent me through my email subscription to your site. Perhaps it was too oriented to US citizens? I really couldn’t find a point to it.
Hi Perry, great article, Reminds me of the following.
Gary Player one of the worlds finest golfers was asked, how come your so lucky with your game and Gary replies the harder i work the luckier i get……
Sean Featherstone
Hi Perry,
I hope my situation reflects that of many of your readers, and your response is illuminatory as I’ve searched for this answer for a while.
I’ve read all kinds of books, including re-reading those classics ( my favs ), gone to the seminars, signed up for the emails, watched the videos, listened to the audio books, got inoculated against monumental hype and still have a burning desire for knowledge.
I want to do something that, of course, pays the bills and ideally, paves the path to prosperity. Now I know it’s been said to do what you love, and I’ve tried many, many things… but nothing has really stood out as “a calling” as you put it.
I’ve had a modicum of success in all these fields (martial arts trainer, Marketer, top salesperson, yoga teacher, certified personal trainer, nutrition counselor, dj, hotel entertainment / sports manager, automobile department manager, owner of several businesses – including a manufacturing company – still in operation) and many more…
The thing is, I love just about everything I get involved in, but have not found one that I’m much better in than all the others with the possible exception of sales – but I don’t want to work in a job selling other people’s stuff, manufacturing my own stuff is just too much work without the right partners right now, affiliate marketing is interesting, although I’m just learning it and not profitable at it yet, and I don’t like spending hours in front of a computer every day – hurts my eyes.
So my short question is – how do I go about deciphering/discovering my calling? Is this something that you ( or in your opinion – anyone except me) can help me find? And if not, have you any advice to spare about how to go about doing so?
I could go about doing just about anything, but how can I find what I am best suited for? How do I go about finding out where my greatest contribution is?
I’ve asked a few “guru” ‘ s this and haven’t got any useful answers yet, so I know it’s a tough one, but as it is said, “those who seek shall find”, so I’m asking again.
I would greatly appreciate your thoughts.
with gratitude,
Drago
I think discovering your calling is more of a spiritual, emotional and personal quest than business proposition. Certainly nobody can give you that on a silver platter. This is the #1 assignment in your life and only you can carry it out.
I suggest you do the self-evaluation at http://www.perrymarshall.com/1404/pink-koolaid/ – very thoroughly, leaving nothing out – that will certainly help.
What I can tell you is that you have to commit to something. I think affiliate marketing is 10X harder than the other propositions you list here, because it has such a low barrier to entry. I think you’re going to have to commit to something. If it’s not your stuff then it’s somebody else’s. You’re going to have to decide which is better or worse and make a commitment and run with it.
I’m still in the rat race working 40 hours a week as a school teacher. It’s hard to kick the habit of buying into the turn-key, done-for-you’s when they are offered up by marketers you look up to as gurus :((
Hi Perry,
I just wish I had found Planet Perry years ago before going through the ritual.
I’m still in the recovery stages. But thanks to you I am healing fast.
Thanks for all the great information and insights,
Greg R Worley
Building an online business is like….people who Love to work in the garden, it’s “fUN’ work.
Plus, you might sweat a little, get frustrated alot all the while getting dirty. But boy, look at what you’ve got come harvest time.
Yes…I enjoy Planet Perry!!!
Ron
Perry
I feel religious today so here we go
everyone wants to go to heaven but no one wants to die..
Same principle you want me to read a book I don’t have time for that,you want me to learn some skills that I will probably be very bad in the beginning,I don’t have time for that stuff,I will buy one of those done for me kits,that’s the ticket, I don’t need to do anything but collect chexs..(o boy we are going to be rich Margo).
I think Dan Kennedy said that.
It’s all hard work at first, the first time you do anything it’s hard.
That’s my take
Pete Kici
I’ve emailed your article to the better half…… I hope that she might understand…..
Hey Perry – excellent post. You’ve really got a way of entering the conversation in a person’s head.
Thanks for your learnings.
Love is a 4 letter word too.
Perry, thank you for saying all that. We need more people who have achieved the success you have having the courage to expose the imposters. I got caught up in all the “4 hours a day”, “become a millionaire in a year” stuff, opting to work with people I really trusted. I feel betrayed by them because obviously the programs didn’t produce the goods – but it was because I had too many blockages, they said. Nothing to do with them. In the past 18 months I’m working hard, being very focused and surrounding myself with people, like yourself, who not only tell the real story but who support people in achieving it. I do work long hours but I’m achieving great things also. While it may be going slower than I thought, it’s moving in the right direction. I value your philosophy of work and life enormously.
Perry:
It’s great to hear from a marketing master who cuts through the hype. As someone who has bought into the hype and spent thousands on courses that got me nowhere, I say a hearty Amen.
I’m committed to learning the skills and taking inspired action to build my home business. And I’m willing to pass on these skills to others.
Kudos to you for speaking the truth in the midst of the hype!
Blessings,
Andrea Scott
If you are like me you were busting a gut laughing as you read this! It is SO TRUE. But maybe I’m only laughing because the only other alternative is to cry. The Biz Op “hazing” can be a rough initiation–expensive as hell, and the sad part is many people never recover from it and it ends up chewing them up and spitting them out with massive (oh no, I used the “M” word) credit card debt. But the realty is we all have to take responsibility for our actions and scammers many be scammers but the biggest scam-job taking place is using happening in the mind of the sucker … Uh … I mean buyer that doesn’t want to do any due diligence and just wants to fork over a couple of thousand bucks and get rich without any work.
I know Ferris really works 100 hour weeks but it is my experience that when you do what you’re passionate about it just doesn’t feel like work. Perry has clearly found his Passion and they is why he has become so masterful at what he does.
I’ve drank various versions of Pink Kool-Aid and avoided others. I’ll be experiencing Planet Perry Kool-Aid next week at the Four Man Intensive. I have great expectations and look forward to working with you directly. Hopefully your Kool-Aid is not pink!
As someone deathly allergic to all pork products–even things cooked in bacon grease make me violently ill–I have a tendency to avoid all forms of spam (including metaphorical ones.) As a survivor of the reactions, I can tell you that it takes even longer to recover from the psychological effects of an attack than the physical ones: Why me? Can I ever eat there again? Is all food poison?
Devouring the wrong ‘stuff’ can be fatal to a business, you may not want to ‘eat’ there again but there is beneficial food (business advice) out there.
Life is more enjoyable when you’re well nourished. And a healthy business is nicer to be in than an unhealthy one, no matter what your actual title is.
Amen brother…
I heard Tim actually ran his business for several weeks at least on 2 hrs/week. I think people miss the point of his book. It’s about pushing the boundaries to the extreme on what’s possible, not promising you can run a business perpetually on 4 hrs/week. Great post!!!
you speak of a pain I have experienced.
Wow… Wow… WOW!
Great article, and I’m totally with you.
Looking forwrd to our upcoming converstion.
Kevin
Hi Perry,
I love your analogies. they grabbed me instantly and kept me reading and laughing the whole time reading it.
I have recently dedicated my life to learning from the greats like yourself, Gary Halbert, Ted Nicholas and Joe Sugarman.
I thank God for real leaders like yourselves and the ones passed on.
Thank you.
It really is amazing, isn’t it.
I address this very thing in a post I wrote entitled “They Promise Six Figures But Won’t Ask One Question” where I wrote something similar about your article that these people who promise making tons of money never ask you, “How many of these have you already sold?” and if the answer is zero, then they never tell you the inherent problems in a completely unmarketed product. They can only imagine why people would want to buy it because there is no one to ask.
It’s like on “Shark Tank” where the investors are floored when the person seeking investment reveals they have sold absolutely none of the their product and have fancy presentations with no results to show for their brilliance. “They have no product!” is what one of the sharks might say meaning that it isn’t a product until someone has bought it.
Great article Perry and I’m glad that you are helping to tell it like it is. There is too much Kool-Aid being sold out there and not enough punch.
There is one thing I am certain of. If Alzheimer’s is related to lack of brain activity as you get older, I am not at risk. You always keep my thinking Perry, and I am amazed at my ability to continue to absorb and learn. That’s something that many middle to older aged people seem to lose completely.
Thanks for keeping my brain healthy! :-)
Hi Perry,
I admire and appreciate your candor and you can certainly consider me a fan.
Perry,
Yes, what we do must be a calling and not just a “one night stand”. It needs to be nurtured and even “dealt with” like a whining baby until it matures into a well developed system that the more you give, the more it gives back. It’s our jobs to do the work, no matter how hard or painful. It’s not what we see that drives us, it’s what we do not see.
So true Perry, yet it’s easy to see why people get sucked into these “turn keys Schemes”.
Me, I’m in the wedding Biz and to the outside world – I swan about talking to people and not much else.
Well yes I suppose I do…now.
Because – I’ve spent the last 5 years sharpening my marketing chops and building a plug and play marketing system that spits out customers like a sausage factory and all that my swaning about is still “work” and still takes up more than 80 hours of my week, but it’s bloody good fun!
Point being – When you truly enjoy what you do, it isn’t work anymore, it’s a way of life, a hobby and you stop counting the hours because there’s not enough of em.
You are so right. Unfortunately far too many people would rather dream of success than experience success. I have always admired the way you speak the truth … telling it like it is, not pulling any punches.
Anyone who truly wants to have a successful business could save lots of time and money by buckling down and doing the necessary WORK. And since most people need some guidance, Planet Perry is one of the best places I know to obtain it.
Hi Perry – yes- I’m willing to “LEARN” – should I state the obvious that learn is a FIVE letter word ;) maybe I’m missing some cryptic point. Thanks for the post.
Hi Perry! I, for one, have survived the transition, from being gullible and naive enough to believing that one can be successful online without speaking to anyone, to where I am today. I have online advertising systems in place that bring prospects to me 24/7/365. However, when a prospect downloads my FREE e-book, I, personally telephone each prospect. I offer FREE real-world training to anyone interested in learning real-world tactics for building a successful business online and offline. And, I, personally “train” each prospect and teach each one the “skills” they need to succeed. And, I tell each prospect that I will continue to teach them and train them with “skills” until the day comes when they say to me, “Steve, I don’t think I need you holding my hand anymore”. And, I do all of this with my online business while at the same time working 80 plus hours a week keeping my law practice going. My marriage is still intact. And, now, my step-son wants to go into the online business world with me. Ain’t that a great kick in the pants? Thank you, Perry, for continuing to “tell it like it is”. That is one of the reasons that I have been a subscriber of yours for so long. Best Wishes.
I love Planet Perry!
I also love Tim Ferris. I DIDN’T buy his book because of the Pink Kool-aid title until I heard an interview with him. Then I read the book and got what he’s REALLY talking about – working smart. Something we self-employed-trying-to-be-entrepreneurs usually have a really hard time with…
Once again i would like to share these with my friends to tell them that business is like soldier going for war to defend their people therefore take it right from me that should you like it or not each has to organize for their machinery in order to gain as for now i
wish success to all my masters and mentors enjoy!!
Riffing off this in a blog post right now. I’m not really in your customer base at the moment, Perry, but enough of your advice is generally applicable, outside of ads, to keep me reading along over the years.
I suspect my emphasis on “learn” has kept my traffic “low” but my engagement high, for at least some values of low and high.
I LIKE Planet Perry!
Thanks for leading the way…(as you follow Christ)
Borrowing from a favorite preacher…
“Religious people are trying to stay out of hell, while spiritual people have already been there and know there’s something better on the other side.”
‘Learn’ is a four letter word, Perry…
Learn = EARN
I’d say to folks -“The reason you ain’t earning is because you’re not takin’ the time to learn it the right way from the get go!”
All the best,
AT
Hey Perry,
Very well said! It’s that bouncing around (unwittingly being fleeced) that leads to exactly nothing. Success requires focus and action (work).
And I loved Tim Ferris’ 4 Hour Workweek. He freely admits in it that he works a lot. I only read the book about a month or so ago. Before that the title didn’t impress me. 4 hour work week? What else would I do to fill my time? LOL.
Another great post Perry.
I read Tim’s book when it came out years ago. I got some many emails recommending his book I had to read it.
I admit I never finished it. Tim’s simple process was so flawed it made me puke. What a waste of 6 hours of reading…
I also unsubscribed from all those pseudo-marketers who recommended his book. Probably kept me from going insane and saved me countless hours of reading crap.
I read an interview for his latest book in Wired last year and…laughs galore!!! He kept answering “I do not recommend you try this” to his body experiments.
Anyway, glad to be on Planet Perry.
I would probably have gone insane or worse if I had not found a few good marketers that are REAL intelligent human beings…
Perry,
I was wondering when you would write a post like this. My introduction to internet marketing, like a lot of people I’m sure, was through a “mentor” who was full of your first list of words. I trusted him (even though my gut was telling me not to) and he sold me a website that was supposed to make me money. But who was I to run a website that teaches internet marketing when I was just a beginner? Tons of other people are.. might as well be me, right? I cut my losses and moved on. My conscience wouldn’t let me do it.
The info product bizops stuff remind me of a pyramid scheme. Newbies are marketing info products about internet marketing strategies. It’s crazy.
Glad I found Planet Perry. Now I know what internet marketing actually is.
Cheers,
Phil
Perry,
Your post is so true… Great copy as always. Now, when I say “copy” I’m talking to those visitors who read Perry’s posts or any marketing messages.
The key is to tell the truth in a conversational style and tone. Writing great copy means to give the reader enough of the right information that they can make an informed decision. It’s not hype or manipulation… and you can learn a lot by reading Perry’s blog and sales messages. He writes relevant, powerful and intriguing copy that causes you to think and take action, but never with negative tactics.
Unfortunately, the Internet has made it easy for some others to make wild claims, crappy info products promising the world, only to separate you from your money.
Now, I have to get back to “work”… helping clients find, attract and keep their customers.
Great stuff as always Perry. You taught (James and I learned) how to become marketers on the Internet. Was it work? Absolutely and that’s all my brother and I ever wanted was to work together and have a business where we could help others.
You material works and I continue to tell our clients (even though we help with Facebook) to go and buy your book and make sure they have another source of leads and traffic.
Thanks.
Perry,
One of the most concise, insightful, and memorable phrases I ever heard you utter was something like:
Beware of people selling treasure maps.
That perfectly expressed how to identify a whole host of non-legitimate offers. After all, if someone really had a treasure map, why would they sell it?
I also collected a list of phrases, similar to the ones you posted.
These are sure-fire signs of a great opportunity that you’d be a fool to pass up (try to imagine the previous being uttered by Stephen Colbert)
Killer
Awesome
Unstoppable
Massive
Wildly
Amazing
Astounding
Skyrocket
Avalanche
As you may suspect, I am indeed one of those who has survived my Bizop initiation hazing and landed on Planet Perry.
Glad to be here.
Glenn
Perry you crack me up, inspire and educate me all at the same time!
I’m a little confused about the Tim Ferris thing though. Do you advocate him selling people on the dream of a 4 hour work week? Would be interesting to hear your thoughts on this.
Best wishes as always,
Michael
I worked about 4 hours a week for six months in ’07. It’s not that it can’t be done, it can, for periods of time. But you can’t sustain a high income and a great reputation with that little effort.
Although it is a magnetic title, the big deal of the book is “life by design”… designing your lifestyle on purpose and with a purpose.
Although a short workweek is attractive, if you read Tim’s recent stuff you realize he is doing what he loves (his work) a lot more than 4 hours a week.
(I know this Perry post shouldn’t spin into a Tim Ferris discussion but I do get quite a bit out of his writings… smart guy.)
Ok thanks Perry, that does clear things up a lot.
Definitely. When you shift your mind, you start to understand that no tactics, tricks, easy-buttons, new software etc. etc can replace good old strategy, which is the foundation of your marketing and business.
Instead of spending thousands of dollars on magic courses, read some classic stuff – Claude Hopkins, Rosser Reeves, Jay Abraham and you`ll get a ton of insights and ispiration and real knowledge. Tricks don`t work and magic pill doesn`t exist. It`s blood, sweat and tears, working 15 hours a day that make your dreams come true.
Perry,
I’m standing in the thick of your proverbial puke really wondering if my efforts make even the slightest difference, or if everything is just random.
I’m 4000kms from home, driving a bus WAYYYY up in Northern Alberta so I can continue this wonky idea and help with our mortgage payments back home.
Not to put pressure on Bryan, but I have a 30 minute appointment booked with him next week, and I’m sure my life will be totally turned around.
Do you believe what you write? I’d feel a lot better if you did.
Do you think I believe what I write?
Why do you answer a question with a question?
Yes, I do believe that you believe what you write (I hope that makes sense). I didn’t quite convey what I feel, which is a fear that I’ll be stuck in the proverbial puke and lose everything.
Yes I do. I don’t think I expressed well what I’m really feeling – FEAR.
Jim,
I think a 30 minute with Bryan is one of the most sensible things you could possibly do. It’s guaranteed and 100% customized to your situation.
Perry
Jim,
I highly doubt a 30 minute call could ‘change your life’ unless YOU implement and DO what is suggested to you, after that phone call.
Be sure to have some realistic questions ready and be ready to hear some realistic answers and tried-and-true recommendations for success.
It’s pretty obvious that Perry Marshall believes what he writes, once you get over the skepticism, at least.
Perhaps you haven’t been on his newsletter long enough to see this for yourself.
There ARE folks out there that want to help you, but it’s finding those diamonds in the rough that is one of the hard parts in success.
Look at all the comments below yours. It’s obvious that posts like these aren’t spewed-out junk.
Sometimes you need a leap of faith. To believe in others and of course, to believe in yourself.
Thank you for the encouragement.
As for the “change my life” comment, I was speaking tongue in cheek. I guess it isn’t that funny, the joke was supposed to be “I really need things to change, and all it will take is half-an-hour”.
Perry, thanks for keeping it real and telling it like it is. You’re bringing respectability to an industry that thrives on lies and hot air, and changing the rules of the game in the process. Keep it up.
Hi, Perry,
your story and your teaching is very interesting.
Thanks.
Eva
I worked till 11pm last night and was up at 7 am this morning at it again! It doesn’t feel like “work” because I’m enjoying it. Also, I’m adding product to my retail website so the work I’m doing will not pay me only once but for as long as my website lists the product! When I was working for “the man” by the hour the only way to make more money from my work was to work more hours. Thank you Perry!
Perry Marshall, I swear you are the best writer EVER! You inspire me so much… This posts tops even your usual fabulous fare.
The running joke around here is we only work half days. And we get to pick which half!!