The Rich Jerk...

Banned 12 years ago

http://www.warriorforum.com/main-int...r-readers.html

The Rich Jerk was probably very much "of its time": he was more or less the first person to try that approach, to that extent, on such a scale, I think.

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Kay King 12 years ago

The FIRST person to use a new methods - a new focus - a new approach - often succeeds. They have a unique approach but it may only work for them.

Years after RJ appeared people were still trying to copy the style - they didn't succeed. You have to find your own "hook" that works for you.
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J Bold

12 years ago

There's a great story on the guy who came up with the Rich Jerk, Kelly Felix.

Well, it's his own blog post about it, so yeah.

As for the videos I've seen of him, he hired an actor to play the "Rich Jerk" in all those videos. Certainly doesn't look like him at all.

Anyway, it's quite an interesting story as I'm sure you'll agree, check it out:

Rich Jerk - Kelly Felix's Shocking Confession | Kelly Felix's Off-The-Cuff Blog

It's a long read but pretty inspiring and gives you all the details of why he decided to go with the title "Rich Jerk."

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billyme

12 years ago

Originally Posted by redicelander

There's a great story on the guy who came up with the Rich Jerk, Kelly Felix.

Well, it's his own blog post about it, so yeah.

As for the videos I've seen of him, he hired an actor to play the "Rich Jerk" in all those videos. Certainly doesn't look like him at all.

Anyway, it's quite an interesting story as I'm sure you'll agree, check it out:

Rich Jerk - Kelly Felix's Shocking Confession | Kelly Felix's Off-The-Cuff Blog

It's a long read but pretty inspiring and gives you all the details of why he decided to go with the title "Rich Jerk."

Wow, I didn't get a chance to read that but I saw his picture. You'd be surprised how many pictures of this guy were floating around on the internet (especially when talking about his money-making scheme and supposed lawsuit *eyeroll*) -- this guy looks nothing like him. Quite a shock, though I wouldn't be surprised if that's not even really him.

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Troy_Phillips

12 years ago

RJ had it down to an art form. I was at a seminar, I think it was either in Atlanta or Charlotte, and he was there. He was actually very low key there. He gave me and the person I was there with a RJ cigar lol. I think I still have it somewhere.

As far as the tactic, Alexa and Kay pretty well has it nailed .. what works for the goose seldom works for the gander.

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travlinguy

12 years ago

Insulting and talking down to people to get attention isn't new. I think of people like Lenny Bruce and Don Rickles. As comics they did well.

Rich Jerk follows along the same lines. In the "anything goes" culture of today the method becomes more common and definitely has appeal to a growing audience.

But to get to your question, strong views are fine. Outrageous and controversial views are fine too. You've got to realize that when you take any kind of stand on any issue you're going to get a lot of people agreeing with you and a lot more who probably won't. That's life.

As always, the trick is to provide lots of value and get your audience to love and trust you. It's always going to come back to that. It doesn't really matter what the rest of the world thinks because you can't please them anyway. So serve the market you've chosen and give them what they want.

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premiumplr

12 years ago

Everybody loves the lovable a--hole. The person you just love to hate is always a draw and they're never apologetic. Archie Bunker is my favorite a--hole with Bill Maher coming in a close second.

To pull it off, I suggest that you know your target market inside and out and understand their tolerance for controversy and then pick a common enemy. If you can personify a common threat, you have them.

If your blog is dedicated to ABC problem caused by the Evil [insert enemy here], then it makes sense that every post be related to this affront in some way. I don't think every post should be a 1000 word tirade but if you're going to take the controversy route don't take half measures.

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PaulSilver

12 years ago

I remember when rich jerk came out lol. It was right in the beginning of my internet marketing journey and I ALMOST bought it..As far as this topic goes, we all know controversy gets attention and some people actually like the idea of being told straight up with no sugar coat. Like that restaurant chain called "Dicks last resort" the servers curse at you and talk to you like your despicable lol, some people like that stuff and buy it every-time.

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Roaddog

12 years ago

I would have to agree with Alexa and Kay in this instance.
In fact that was how I was going to reply to this.

It was when Internet marketing was somewhat 'new'.
There were many after that him that copied that approach.
It was unique approach for it's time, but in my opinion has been played.

There are very serious players coming into the marketing world on the net.
It has matured, if you will..

When I see that kind of approach nowadays, it appears to me anyway, as being somewhat amateurish.

This certainly isn't a knock on Kelly for doing it at the time, it worked.

It was the first 'course' I ever bought...lol

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fin

12 years ago

OK then.

Maybe just a nice guy with controversial views, LOL.

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AprilCT 12 years ago

I say go for something you feel comfortable branding where you are recognizable as a go-to personality for the long haul. The niche you pick to promote should be heavily scrutinized to ensure that all the effort will be put toward something that will last and enhance future work.

Another question to think about would be when you want to branch out into something totally different, what effect will your controversial niche and/or personality have on its success? If the previous niche was controversial enough to raise questions of ethics, morality or something that turns people off, the previous reputation, even if still doing well, could cause problems with the new one.

Never burn your bridges behind you or cause yourself more work in the future. Controversy isn't the only thing that sells.

As for the Rich Jerk stuff, I saw plenty of his advertisements and never paid a bit of attention to him. It reminds me of when marketers promote the sizzle, and then want to sell you an overly expensive steak.

Maybe I am wrong or just different, but a marketing advertisement is much more interesting when more honestly presented and shows me what the product can actually do for me and my particular needs. It's nice that the marketer is doing well, but annoying enough when shoved in my face that I leave and ignore the hype.
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tpw

12 years ago

It was just a campaign designed to make people "hate him" with passion or "love him" with passion.

One of the keys to writing successful sales copy is to make people "love your offer" with passion. Generally copy writers ignore those who are at the other end and in the middle.

The only thing that was different about the Rich Jerk is he let the people at the other end self-identify that they did not like his persona.

To my knowledge, the campaign was successful, and in that is a marketing lesson from which we can all learn.

The Rich Jerk was not good or bad -- he just "was".

He was a voice that talked strongly to those who wanted to love him, and let those who wanted to hate him do it publicly. In that second part, he ensured a more viral campaign than he would have seen if he had only talked to the soul of those who loved him.

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sal64

12 years ago

Tend to agree.

One reason why shock jocks rate well is that they polarize their audience.

They take on guru status for those that agree with them... and those that don't, listen in anyway just to get annoyed.

Whilst not saying you should copy, there's a lesson there about being unique and creative. It is worth the effort when you do it right.

Sal

Originally Posted by tpw

It was just a campaign designed to make people "hate him" with passion or "love him" with passion.

One of the keys to writing successful sales copy is to make people "love your offer" with passion. Generally copy writers ignore those who are at the other end and in the middle.

The only thing that was different about the Rich Jerk is he let the people at the other end self-identify that they did not like his persona.

To my knowledge, the campaign was successful, and in that is a marketing lesson from which we can all learn.

The Rich Jerk was not good or bad -- he just "was".

He was a voice that talked strongly to those who wanted to love him, and let those who wanted to hate him do it publicly. In that second part, he ensured a more viral campaign than he would have seen if he had only talked to the soul of those who loved him.

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tpw

12 years ago

Originally Posted by sal64

Tend to agree.

One reason why shock jocks rate well is that they polarize their audience.

They take on guru status for those that agree with them... and those that don't, listen in anyway just to get annoyed.

How many people who dance anonymously in the marketing industry do we know by their "obvious pen name", and not by their real name?

I can only think of two off-hand:

* The Rich Jerk; and
* The Salty Droid

Both are and were loved and hated vehemently.

As such, they are the two that ring in my mind as people who have successfully used "shock and awe" to influence marketers around the world to their way of thinking.

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J Bold

12 years ago

Originally Posted by tpw

How many people who dance anonymously in the marketing industry do we know by their "obvious pen name", and not by their real name?

I can only think of two off-hand:

* The Rich Jerk; and
* The Salty Droid

Both are and were loved and hated vehemently.

As such, they are the two that ring in my mind as people who have successfully used "shock and awe" to influence marketers around the world to their way of thinking.

Shoe Money (heard of him but really have no idea at all about him, but apparently at least a couple years ago was quote popular, maybe still is, no idea)

Nicky Cakes (stumbled upon his blog at some point, no idea how, maybe from another forum, he hates on Warrior Forum I think though)

Just two off the top of my head I've heard about at some point. Though maybe both of them freely share their real names as well, not sure....

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tpw

12 years ago

Originally Posted by redicelander

Shoe Money (heard of him but really have no idea at all about him, but apparently at least a couple years ago was quote popular, maybe still is, no idea)

Nicky Cakes (stumbled upon his blog at some point, no idea how, maybe from another forum, he hates on Warrior Forum I think though)

Just two off the top of my head I've heard about at some point. Though maybe both of them freely share their real names as well, not sure....

I thought Shoemoney was his real name, but if not, he is one that is famous, although I don't see him playing the "hate me" game.

Never heard of Nicky Cakes. I will look him up. Thanks.

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J Bold

12 years ago

Originally Posted by tpw

I thought Shoemoney was his real name, but if not, he is one that is famous, although I don't see him playing the "hate me" game.

Never heard of Nicky Cakes. I will look him up. Thanks.

Shoemaker is his last name or something like that.

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sal64

12 years ago

The thing about RJ was that he was probably the first to bring it into the IM niche. So he was a game changer of sorts.

It reminds me of that old Looney Tunes episode where he has this great act where he blows himself up... but he can only do it once.

Same with RJ... he was first. Anyone who tries to copy him won't have the same impact.

Most of the so called new secrets are merely off line marketing methods introduced to online marketers.

Sal

Originally Posted by tpw

How many people who dance anonymously in the marketing industry do we know by their "obvious pen name", and not by their real name?

I can only think of two off-hand:

* The Rich Jerk; and
* The Salty Droid

Both are and were loved and hated vehemently.

As such, they are the two that ring in my mind as people who have successfully used "shock and awe" to influence marketers around the world to their way of thinking.

Thanks

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mysterrio

12 years ago

I thought the marketing was just amazing. I had to read every email I got from this rich jerk. I loved the whole idea and it worked. Did anyone here buy the Rich Jerk's product? (just wondering)

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sbucciarel

Banned 12 years ago

Originally Posted by mysterrio

I thought the marketing was just amazing. I had to read every email I got from this rich jerk. I loved the whole idea and it worked. Did anyone here buy the Rich Jerk's product? (just wondering)

I did. I didn't actually get much from the ebook but the membership to the forum was invaluable. Much like this, it was a treasure trove of information and some real characters to help newbies along. Some of the things I learned I've abandoned (a bit on the gray side), but the RJ product was a beginning in the IM world for me.

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asteria

12 years ago

not so sure..

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jeffreys

12 years ago

He was great promoting his products. No doubt about that. I bought two of his products.

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traderbenji

12 years ago

I have followed one of these shock jock types, but In the end I unsubsribed as I got sick of the constant ragging on people. The constant negativity but buy my stuff anyway and if you don't you're a mug turned me off in the end. The novelty wore off. I am still subscribed to those that provide value and don't just try and flog me stuff.

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Gengis

12 years ago

The Rick Jerk is a marketing genius!

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Royce Space 12 years ago

Originally Posted by Gengis

The Rick Jerk is a marketing genius!

I agree with you man!

Also, Kelly and Mike are launching their newest offering soon. I think it's Project Profits!
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- Gengis 12 years ago
  
  Originally Posted by Iamroyce
  
  I agree with you man!
  
  Also, Kelly and Mike are launching their newest offering soon. I think it's Project Profits!
  
  Awesome bro!
  
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meltingwaves

12 years ago

Hola,

It's all about the type of brand image you want to portray. I like it. It's very recognizable and I believe to some extent it plays off of the image of the low class people who think all rich people are jerks.

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john b

12 years ago

i remember the rich jerk havin some kind of contest where the winners partied with him at the playboy mansion too. now that, was a creative campaign idea "party at the playboy mansion"

plenty of pics online of him at the mansion too.

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momo3

12 years ago

I loved the Rich Jerk. It was the first thing I ever bought. I loved how gimicky and strange it all was. It inspired everyting to me, and brought me into this world that I love and sometimes hate. I've made hundreds of thousands online since.

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kea55

12 years ago

I think the name works well. Its quite catchy and marketable.

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PPC-Coach

12 years ago

Shoemoney is still around, I think he's doing more now then ever.

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Mountainw

Banned 12 years ago

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aaronchen1 12 years ago

when i say the rich jerk the first time, it really made me laugh. i thought it was pretty clever to be honest. I've never bought anything from him, but I'm sure it has def struck a chord with certain people.

again, different strokes for different folks. some ppl will find it funny and it will convert, and other people will find it plain rude and hate his stuff. but i don't think he's trying to sell everyone anyway.

its clever marketing

if you can pull it off, do it. like i'll swear in my emails, ****, crap, damn....cuz thats just me and i swear a lot and i think it adds impact where its appropriate, but i never drop f bombs.
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Tessa Holmes

12 years ago

I can remember first time I got messages in my mailbox with 'Rich Jerk" subject. It started several years ago and I had "A LOT" of those emails. They looked very much like regular spam letters (there were too many emails that finally started to get 'blocked' automatically by my email filters. I was angry at this name and thought that this guy is full of fluff and does not know anything I would be interesting in. Name "Rich Jerk" definitely caught my attention and stuck in my memory, but I never got interested enough to buy his product. I know more about this person and his methods now and finally got interested. "Rich Jerk" is definitely a brand name that is easy to remember. First time when I saw this name I decided that this guy is 'a jerk' and lost interest to his message. I have a little bit different opinion about it now.

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smokey58 12 years ago

Kelly Felix, who was the rich jerk, stayed in character the whole length of the sales letter. Coupled with that cute little icon which eventually became a brand name, he created a brand and image people loathed and loved.

There were several knock offs of his shock marketing approach...none of which were successful. I attribute this to him being first and original in his marketing. :rolleyes:
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sbucciarel

Banned 12 years ago

Originally Posted by fin

I don't want to talk about the actual product...

Just the use of the term "jerk" and how it impacted the business.

Has anyone tried to come across with strongish views?

I want to know if this can make a difference to success, and gaining followers, at the same time as more links because of people who disagree with you?

I know people say controversy sells, which is what we all want.

Personally, I think the above example is to strong. I have strong views and would love to cause controversy, but I wouldn't go as far as calling people names.

So... Could it help to have a negative word in the domain and go down the path of controversy on the blog?

Also, would you do it in every post or only a few?

It's already been done and done by a master. Even he is not using that approach any longer. It was novel and amusing and perfectly executed. Not everyone can get away with it.

I saw a weight loss site that called potential customers something like fat slobs. I thought it was appalling and didn't see how that would draw people in. Don't have a clue how that site did as far as sales, but it was a real turnoff to me and I was only directed there because someone mentioned the approach.

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nicholasb

12 years ago

Kelly Felix did very well using that approach, but later had regrets that were publicly expressed, and has now totally reversed his approach

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sbucciarel Banned 12 years ago

Originally Posted by nicholasb

Kelly Felix did very well using that approach, but later had regrets that were publicly expressed, and has now totally reversed his approach

He didn't have regrets about using that approach. He had regrets about his involvement in call centers.
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shane_k

12 years ago

Originally Posted by fin

I know people say controversy sells, which is what we all want.

I think a distinction could be made here.

Controversy in of itself doesn't sell. It captures attention and maybe triggers interest.

But you need to have the goods. You still have to provide what people want.

Take comedy as an example...

There are alot of controversial comics who aren't successful.

And there are alot of controversial comics who are great successes. People like Eddie Murphy, Richard Pryor, Lenny Bruce.

What separates a Richard Pryor from all the other unsuccessful controversial comics is that he knew his craft. He was a great comic whether he was being controversial or whether he was playing things straight. He was able to make people laugh in either situation. He provided the goods.

Then other comics saw him being controversial and thought that was the way to do it. Most of them failed because they just weren't good comics. They just couldn't provide the goods, they couldn't make people laugh no matter if they were being controversial or playing things straight. And because they didnt' have that base skill they just ended up looking like asses.

So yeah you can use controversy as a tool to get attention and trigger interest but make sure you can back it up and be able to still deliver what your customers want.

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shane_k

12 years ago

Here is another point.

Think about how many people blast "Guru's" in their Ad copy.

Some of them do it to be controversial. It's a great way to get your attention but they still have to sell you later on in the ad copy that they can help you get what you want.

If they can't do that then even though they got your attention you still won't click and buy.

That's an example of someone being controversial and having the goods. In this case the Ad Copy skills to create in you the desire to buy.

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dbx3

12 years ago

Interesting read, thank you for all the insight everyone.

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KickAss Marketing

12 years ago

That's what you call strategy, maybe that's his way of attracting followers, viewers, customers, etc. Personally i don't see nothing wrong with it, he was just referring to someone who is rich but a total jerk.

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Randall Magwood

12 years ago

Good example of how a non-EMD domain name can gain traction in a niche, and be very successful.

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fluffythewondercat 12 years ago

For those who say "insulting" your customer is a bad idea...

May I remind you of the Dummies books (e.g. Search Engine Optimization for Dummies) and the Complete Idiot's Guide to books? Think they made any money? Only millions.

I expect The Fat Slob's Diet would do very well, if written and marketed properly.

fLufF
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- cjreynolds 12 years ago
  
  I think it's not as much that it's "already been done" as it that it can't be "copied and pasted" and expected to work.
  
  Don Rickles was a legend in his time. Because he insulted people? Not really. He insulted people in a way that endeared him to them. When he said something rude, you wanted to laugh rather than punch him in the face. If I said the same things to people, I'd get punched in the face!
  
  If you're good at a certain kind of humor, be it sarcastic, self-deprecating, flat-out rude... If you're good at it (ie: you don't just piss people off with it), I'd say try it!
  
  You never know - you may not be the next "Rich Jerk", but then on the other hand, it might work for you
  
  BTW: Some folks around the WF have success with that sort of thing - check out E.Brian Rose's blog - he calls people "No-Talent Ass Clowns"!
  
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