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Shop Local Shaming Transcription
Shop Local Shaming Transcription for Shop local shaming and small business messaging missteps Wait What Really OK Podcast
Released on November 26th, 2020

🎙️ Tune In: Listen to this Wait What Really Ok Podcast Episode Shop local shaming and small business messaging missteps on Spotify Apple Podcasts Pandora Amazon Music Spreaker YouTube and other platforms.

Shop Local Shaming Transcription Chapters

Shop Local Shaming Transcription Chapters: 00:00 Introduction to Small Business Messaging 01:39 Problems with Shop Local Shaming Tactics 02:45 Why Guilt-Based Marketing Fails 03:18 Encouraging Positive Community Engagement 04:32 Real-Life Examples of Local Business Messaging 06:13 Importance of Authenticity in Branding 07:28 Customer Loyalty and Honest Communication 08:41 Overcoming Negative Perceptions in Marketing 10:05 Moving Away from Fear-Based Messaging 11:17 Creative Strategies for Small Business Growth 13:03 Building Better Community Connections 15:13 Conclusion and Final Thoughts

Shop Local Shaming Transcription Text

Song: Wait, What? Really? Okay. With your host, Loren Weisman. This is a fully licensed theme song for the show about stuff that makes you say, Wait What Really OK

Loren: Houston, we have a problem and that problem is audio. My name is Loren Weisman. This is the brand messaging podcast. Wait, What? Really? Ok. And I’m coming to you today on my headphones because of errors and problems and issues with my microphone and the other computer. So I apologize for the quality of the audio. I hope the quality of what’s being shared is something you can resonate with.

This episode is called the Shop Local Shaming and Small Business Messaging Missteps. If you’ve noticed at all, there is a tone, and this is in a lot of different places all across the country and even online, on television and even in a shop window, there’s an aspect about, and I have no problem with it, Shop Local. I personally, from an authentic messaging standpoint, would rather see it delivered a little bit more of consider shopping local. And here’s what this is, and here’s what that is, and here’s what we have.

The problem I see is the shaming that goes on, the insulting, the aggressiveness, the passiveness aggressiveness, and then the insulting and the assumptions that go along with the Shop Local trend. Now, there are some, I’m not saying this is all. There are some very moral, honorable local business owners, local shops that are out there and they are inviting in honor, they’re inviting in love, not using fear tactics or pressure tactics or toxic tactics for that matter. So again, this is not pointed at them, but there are a lot of people out there that are taking an approach that is irresponsible, unprofessional, dishonorable and just all out rude.

Where does anyone, and we saw this in a couple places here in Orlando. Where does anyone have the right to say, if you don’t shop here, you don’t care about your community? When I saw that in a particular sign and a particular message that came out online. I do care about my community and I do care about messaging, motioning, connecting in love and honor. And I will never shop there again if it comes to an insult to try to draw an audience, to get conversion. How is that going to work? And especially in these days, we’ve seen this tone before.

Fake Authors Using AI. Podcast Links and Transcription

Shop Local Shaming Transcription Continued:

How could you possibly go to Walmart? Oh, you’re just going to go to one of those big box stores and grab one of those things when you could get one of these and it’s locally made and this feeds into the economy. Now again, I am all about local businesses. I am all about small businesses. But when they are communicating and they’re messaging, and if they want to do it with authenticity and authority, invite me instead of ordering me, and instead of shaming me, explain what you have. Shop local.

You know what? Take it up a notch.

Take it up a notch of respect and honor in a time that’s challenging, in a time where a lot of people have lost money. Explain the difference beyond just a statement. And really with a lot of these local businesses that are in tight shape, I completely understand that. But where is it fair for the other people that may not have a local business?

Maybe they work for a big box store, maybe they work for a corporation, maybe they work for Disney or somewhere where they have lost their income. And right now, the concept is, I’ve got three kids. I want to get this many presents for each of them. If I go here, if I order online on Amazon, I’ll be able to do this. Yes, I want to be a part of my economy, I want to be a part of my community, but also right now, I want to take care of my family. How can those people be faulted?

And the fact that people have attacked on Twitter, on Instagram, on Facebook, saying, well, oh, there was one that was great earlier this week and it inspired doing this, this podcast now was something, you know, you could get a couple less items for your kids and you could get them locally and how much would that make this business feel good?

I’m sorry, as a father, father of one, my focus in the things that are needed come to my family in the time that I’ve lost, not being on the road, not speaking, certain things being held up. Yes, I still do want to support my community, but my first responsibility is to my wife, my daughter, my family and the well being there. And as this has all happened, it is looking at a budget and going, okay, where do we trim? Where do we slice things down a little bit? What can we do? And you know what? I get that the local gas station, that might do a little bit more for this particular person, but I have a Walmart gas station that’s about five minutes away.

And I have a Walmart card which adds an extra discount there. And I’m sorry that right now. No, let me pull back on that. I’m not sorry right now at this time. When it comes to gasoline, when it comes to putting fuel in these two cars that we have, that’s one area where I’m going to save as best I can.

It comes to the same thing in Other areas, it comes to the same thing. In presence, it comes to the same thing, okay, you know you’re shamed to go to Starbucks. There are many people support this community. Come here and have this coffee at this coffee shop. You should be supporting local coffee. Coffee, tell me what you have. Tell me about your flavors.

What if just as a subjective opinion, what if that local coffee shop just sucks and they’re to you not saying it’s to everyone it’s subjective. But what if it sucks to you and you don’t like their coffee and maybe you prefer Starbucks, maybe you prefer Dunkin Donuts, maybe you have a personal preference where it tastes that much better to you.

And in that experience, how are you not being a part of your community by saying, okay, well I’m going to go get coffee here in the mindset of this larger scale of your budget, for us to all truly love our community, according to many individuals out there, we have to probably be spending tenfold of what we’re spending right now and make it all completely localized. And again, on the other side of it, and we’ll flip the switch.

We’re at seven minutes. Let’s go positive here.

If you can vote many times for some contest or award, where is the authenticity, honor and reward in those results?

On the other side of it, if the product just isn’t that good or if you don’t know that much about it, people, you’ve got to come in here and see my place. Let’s move away from that. Invite them on social media, not just to put out these shop Local and it’s shop Local days and support your community.

Because in a way, a lot of these families need that support right now. And to be shamed and guilted for buying their presence on Amazon, getting their gas or food at Walmart and making certain decisions that they have to make right now and to be shamed for that because they’re not helping a particular business that also may be in trouble or may not be doing as well. That’s not fair. So let’s now we hit that mark.

Let’s now mark it over to a softer level of messaging that can be a little bit more engaging. I believe some of the problems where this kind of messaging shows up and this guilting and this shift shame and this aggressiveness or passive aggressiveness can be solved in inviting the flip side of not saying shop local. Because even if you’re that individual that is not using shame tactics right now just to put out shop local and come from the intention of, well, I’m not saying that that’s not going to complete and put together what you want to see or get the perception of.

From an audience because they’re experiencing it from other people. Shop local is trending emotionally as a bad word to many because of that guilt that they’ve seen in other places. Oh, well, that’s not me. It doesn’t matter. So to flip that over, to understand, to get out the intention of your heart, to get that through to the perception of Most begin to talk about and begin to invite or at least consider it what you do, how you’re doing it differently. How could there be a variation? Okay, you know, I know some toy stores out on the west coast and they flip their messaging. We talked about this a couple years ago.

Shop Local Shaming Transcription Continued:
They flipped it from, you know, don’t go to Amazon and don’t go here and come here. It wasn’t working well for them when they began to flip their messaging to say, you may want to get. If you buy this here and this breaks or you have a problem, you can bring it back to us and we can look at it. We may be able to help you. We may be able to get this thing repaired. They had this teddy bear repair system and it was basically, they were tied to a person in a strip mall that this toy shop was attached to that where that did sewing and seamstress stuff. So part of their upsell, which was much more engaging than a guilt push, was if that dog gets to the bear, okay, if you got to do it on Amazon, that’s fine, but if that dog gets to that bear, if, you know, kid bites it, if whatnot, within this amount of time, we’ll patch them up for free. So now you’ve just brought a different offer to the table.
You brought a different light to the table. You brought something that has, I don’t want to call it a warranty, but an extension to it. In addition to it, many of these shops also to begin to tell the vicarious story of this is how I opened, this is what I did. This is how it’s been a little scary. These are the things that we’ve been doing in Covid. These are the things that we do.

Not to beat out Amazon or Walmart or Target, but how we work to differentiate. It’s not going negative. It’s not saying you’re not going to get this kind of customer service and they’ll never get back to you, but we will. It’s explaining your customer service. It’s inviting people to your story. In small businesses, the messaging oftentimes it heads. When it’s in a fear place, it heads toward shame.

It heads Toward attacking.

Let’s not attack Target,

Let’s not attack Walmart.

If you’re a small business right now that regardless of your feelings of their operations or whatnot, you may have a great deal of an audience that will associate your attack with more of that shame, with aspects of the perception that may not tie to your intention. But overall, it’s still sitting in a place of fear and it’s still sitting in a place of anger. So in the ways that you can begin to or further tell the story of how you came about things that you might carry that nobody else does, what is something about you?

You know, there’s a new bookstore here and all we’re seeing for certain media is and this was a proven concept over here. So come here. And this was. Tell me about the store. I walked in there for myself with my daughter and I found this cool little, you know, children’s area. Just a different type of vibe, a different thing with what was going on with the books. It was inviting. And I don’t see that anywhere online. I just see this is new and support local business. It’s a beautiful bookstore. It’s the same thing with many of these restaurants. It’s not shaming somebody for going to Chili’s, but. And not necessarily crossing.

Do you really love the Chili’s avocado cheeseburger? I do. I think its great.

And I had a guy in a place that was in Winter Park about a year back and he said, and it was just a beautiful, humble approach. Have you ever had that thing over at Chili’s? It wasn’t a judgment for going to Chili’s. Well, we do a little bit different with the avocado sauce and we use this little pico with the avocado and we add this, this and this.

You might like it. It wasn’t. You’ll love it. It’s better. You’ve got to have. You shouldn’t go to Chili’s. It was an engagement. It was a beautiful form of authentic engagement to draw something that I liked from a larger scale chain restaurant to invite me to try a local burger place and try what they were doing and giving me an idea about it. And yeah, I went and yeah, I spent the money and the next time I’m out in Winter Park, I’ll probably go there again.

That’s the story. That’s the flip. That’s where we lose. We move from the shaming and the aggressive and the fear to a place of love and engagement. And it will do worlds better for your business if we Invite people by explaining about you, about the store, about the employees. Are you looking into a certain product here? Try to come on Tuesdays or Wednesdays when so and so is here. He or she just really knows their stuff. And even in the knowing, knowing the stuff, you buy plenty of things on Amazon.

You buy things that element, not necessarily somebody sewing up a teddy bear, but that local hardware store, that one place where there’s stuff that you can find out or connect with people, not necessarily just YouTube it online. And again, not knocking that, but you could say something.

I know you could run into a problem with something like this if you ordered it and you might find five YouTube videos and they might be a little bit vague if you do purchase it from here, here’s how we can help. Now take that up a notch. Add to those YouTube videos. If you are a service provider, if you are a knowledge, an expert, have experience in some of these things, add to that flavor, add to that voice.

Embellish with your authority and an aspect of vicarious, vicarious connection, understanding about the products and the services. You have now clear out the whole shaming and you’ve opened up the door for people to feel that much and more engaged, to feel you coming at them in love, for them to take a chance and maybe walk through those doors, because a lot of them are not coming through those doors because they don’t want to be shamed and maybe they even want to have a look, but maybe they feel just that much more overwhelmed.

Shop Local Shaming Transcription Continued:

Using brand licensed content is not stealing, but it is plagiarism.

Lastly, consider going the opposite direction of shame. Consider not just saying, well, you got a lot, you got to shop local after you leave here, you got to go here and then you got to go here, you got to spend a whole bunch of money that maybe they don’t have.

Maybe it then becomes something of an ask and an invite, an understanding, a humility. So not only, you know, not going in a derogatory or a negative or a fear way about somebody going to Walmart or going to a big box store or choosing to buy something that’s a little bit more affordable because it’s the right time, but really to be sympathetic, empathetic and engaging.

I know you may want to go do this, you know, maybe it’s the local Christmas tree seller and it’s that element of, yeah, you want to get your tree here, you know, these are a little bit up. Maybe you’re going to want to do this tree. And if you’re a little worried about our stands, if they don’t come with it in certain places, I heard Walmart is doing this, invite the connection of it. There is a way to support a community.

Not a lot of people talk about that.

There is a way to support a community while at the same time allowing that community to go and save money in different places, the different ways that you can offer up things. Okay, you might want to get this from us here. And you know what, on Amazon you might do better.

So perhaps you buy these things with us and maybe these other items, you’ll save a few bucks and you go over here. Yes, that might sound counterintuitive to the yell tell sell and the always pressuring and always pushing and always upselling. But right now it’s a different time. And if somebody said that to me, I really would be looking a little bit deeper into that business and how I could support that business.

Because when I’m hearing words and I’m seeing that a business is not attacking me or that when I look at something and I think, you know, I might be able to get X, Y or Z part of this online. Oh, well, you have to get it here. Well, you know, you got to support local business.

Wow. We can do the local business, we can support it. We can still love our community even if we’re shopping, you know, Walmart, Publix, wherever else. It’s a harsh thing to read some of those statements of you’re not. I was on some site earlier and it was amazing. It was this list of you don’t love your community if you don’t do this. You have to do it. This is what it does locally. A lot of it. Some of the statements were true.

There was a lot that was subjective, a lot that was assumptive and a lot that was incredibly insulting. You can love your community in a lot of other ways. You can even share about certain businesses because you might not even be able to go there and you could recommend them. But in this tone, in this timbre, in this tempo. Right now let’s move away from the shaming.

Shop Local Shaming Transcription Continued:

Invite by explaining about you and your store. Market by educating about what you have. Message by sharing why it can be an advantage to buy from you, and consider staying in an authentic, sympathetic and relatable tone.

Let’s allow for a standpoint. I mean, if it was the same thing for you, let’s say, and maybe for some of these shop people it is, and these store people it is. Are you really going? Would you. What if the shoe is on the other foot? Or maybe it is and you have to go certain elements and you have to go a little bit cheaper here and you have to go a little cheaper there.

Yes. You can’t possibly, and some people can’t possibly have that be understood for their business. And yet they’re asking it for others. So the close in this thing, the concept is the messaging missteps as a whole is an arrogance and a lack of humility, a lack of empathy and a lack of understanding.

It’s also a missed point that the intention of, well, I’m just saying shop local because I want people to support the community and that would be really nice. The perception of that by many is being read as insulting because many people are insulting, many people are shaming. I’m not saying don’t necessarily have the shop local sign out there, but add to it, add under it, explain what you have, what you’re doing, allow for the tagline, the ask the call to action to include a reason why.

And not just shop local. Give them a reason why they should shop local with you beyond all the reasons that they’ve heard that go from the aggressive to the passive aggressive to you don’t love your community, explain about the products, explain about the additional services, explain about the care, explain about the staff, engage people to make that decision.

And even if they don’t continue in that more positive mode to eventually, as people have a little bit more money, have a little bit more time or continually see you, maybe they’ll circle around again. Because the insulting, the attacking, the shaming, the acting in fear and arrogance and anger is not working. And not only is it not working for you, but as you, if you’re putting that out there, it’s hurting other local businesses too. So consider taking that step back, standing in love, not fear.

Sharing authenticity and the story and the invitation and the store and the employees and a little bit more about the products and a little bit more about how they may get a better service from you for getting it through you. And then in that, continue that kind of endurance, engagement with authenticity and authority.

No negativity, no bashing the stores, but in a sense, and in the end, moving away from the, you know, shop local and giving them a reason why they should consider shopping local and why they should consider shopping with you. And in that consideration, in that invitation instead of an order, you may find the orders moving up more and more and more. Wait What Really Ok.

Shop Local Shaming Transcription

Loren Weisman is a Brand Communications and Optics Strategist who specializes in illuminating authoritative intelligence and amplifying authentic experts.

Weisman is the host of the brand communications and optics podcast Wait What Really OK.

© 2011 to 2026 Loren Weisman. All Rights Reserved ® ℗

Shop Local Shaming Transcription

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Are most Motivational Transcription
Are most Motivational Transcription for Are most motivational and business coaches bad for you? Wait What Really OK Podcast
Released on December 8th, 2022

🎙️ Tune In: Listen to this Wait What Really Ok Podcast Episode Are most motivational and business coaches bad for you? on Spotify Apple Podcasts Pandora Amazon Music Spreaker YouTube IMDB and other platforms.

Are Most Motivational Transcription Chapters

Are Most Motivational Transcription Chapters

00:00 Introduction: Are Most Motivational and Business Coaches Bad for You? 01:06 Exposing the Problem: Hype vs. Real Expertise in Coaching 02:14 The Dangers of False Promises and Empty Guarantees 04:05 Comparing Traditional Therapy and Modern Coaching Trends 05:39 How to Vet Coaches and Consultants for Authentic Authority 07:55 The Role of Authenticity in Personal Branding and Coaching 09:25 Why Education and Real-World Experience Matter 10:52 Conclusions and Final Advice for Choosing Coaches

Are most motivational coaches transcription text

Song: Wait What Really Ok. Ok. With your host, Loren Weisman. This is a fully licensed theme song for the show about stuff that makes you say Wait What Really Ok.

Loren: Happy Holidays, Merry Christmas, Happy Hanukkah, Happy Kwanzaa, whatever you want to be happy about. This is Loren Weisman. This is the Wait What Really Ok Podcast and the episode titled Today is the Question Are most motivational and business coaches bad for you or bad for your business?

I believe the answer is an astounding yes. Now come back to the point that yes, there are some out there. There are some people that have the authority, the expertise, the experience and the ability to help you, to help your vision, to help your business.

However, I can firmly state objectively that the majority out there are dangerous. The majority out there are false. They are fake. They are using different applications, different strategies and different marketing techniques to jump past experience and in many cases all of a sudden become the overnight expert. So the point of this episode here, it’s not a call to action.

This is not a call to action for you to come to FSG, Fish Stewarding Group, me, anything like that. The call to action in this episode is for you to have a better look at the people that are looking to work with you. If you take away anything from this, I hope it ties into your practice of due diligence, your practice of vetting, your practice of questioning, and your practice of doing the research to ensure that if you feel you need that consultant or you need that coach, that it’s the right fit and that they are going to help you out strategically, educationally.

Are Most Motivational Transcription Continued:

And yes, there’s an aspect and I know some people need motivation, but there are also a lot of these so called business coaches that are selling motivational packages with no substance to them whatsoever. Almost that sense of you can do it and you’ll pay a lot of money to get the sense that you can do it, but you end up not knowing how to do it.

And many of these people get stuck in a line of payment to continue to pay, to be told you can do it. And just seeming to be teased that more of that information is coming down the line. So it’s looking into the investment that you have in yourself and first off, to just hit the motivation thing right on the top. If you need someone to motivate you to follow your dream, maybe you have the wrong dream.

And again, I’m not trying to be harsh, but if you have to pay for all this motivation and there are many people out there that will pay and put so much time into motivation, yet take so little time and spend so little on the information that they need for whatever they want to do, I run into a great number of people that, how did you become this? How do I get involved with Fish Stewarding Group? I want to be a strategist for Fish Stewarding Group.

I had a conversation with a guy and he sent me a resume and it was one of those resumes about more about the personal attributes and less about experience. And I asked him some questions and past the motivation, all I could, I got nothing. It was, well, I really believe that anybody can do anything and that a true company can help anyone. I don’t believe that. And Fish Steward and Group doesn’t believe that either. You can go right to the front of our website. We work with authentic and authoritative individuals and visions and that’s the number one thing to bring up here.

Brand messaging blueprint strategies for creative careers.

Are Most Motivational Transcription Continued:

It’s not a bad thing to be able to say you can’t help everyone because in that if you’re making that statement, if you claim you can help anyone become successful or someone’s saying that to you, you can help anyone get to six figures, seven figures, eight, whatever. How moral is that? So that means that they could take someone with literally no experience and move them through. That’s dangerous. It turns into the same thing about wisdom. Now, going for hype as opposed to the root, the foundation.

People that have gained wisdom, that have chased after wisdom, that have educated themselves, that have had experiences, good and bad, that have brought them to this point, they are wise enough to now move to a place where they can teach, they can steward, they can strategize, they can consult, and they can sleep at night. I wonder if a lot of these people that you know are out there to make that buck, to set up that consulting empire, really can sleep at night saying, am I doing this so that it’s benefiting me, but also benefiting others.

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Are Most Motivational Transcription Continued:

Many are out there right now explaining how to get your six figure, seven figure coaching practice off the ground using certain applications that will get you on Video that will cut you off at a certain point to guarantee they’re going to want more. They have these programs that teach you how to sell, how to market, how to get a client to commit, how to price yourself and believe in what you’re worth, how to repurpose other people’s intelligence.

There’s an app out there right now, and no, I’m not going to name it, not going to set up any of the defamation of character stuff, any of that counter stuff, but there’s an app out there right now that states on its site, take any article you really like, something that you feel represents you, run it through this application and it will change the language so it doesn’t look like it’s a duplicate and you won’t be penalized for potential plagiarism.

That seems like a pretty dangerous thing. And I, you know, I popped one of my articles in there just to see what would happen. And it was a very careful thing. And I checked the plagiarism checker. It did actually ping a couple times, but overall, pull a few red marks out and it looks like a completely different article. It is scary how much of the scam is out there for people that want to teach those that are, as they state, hungry to learn but not looking to dig deeper to find out if who they’re learning from, they can teach it at all.

So take that time, look into this again. Not all business coaches, strategists, people like that are bad. But it is your responsibility and you, I believe, should hold yourself accountable to look into those individuals. And that goes for business strategy, that goes for therapy.

I mean, right now you’ve gone from the people that used to go to school for years for therapy, that have degrees and experience, and yet now you have the motivational coach that took this thing and they’re being very careful with the word of how they can help you with your depression, how they can help you with whatever therapy you may need.

Some of these, do you really want to talk to someone that has gone through years of training and understanding and learning and experience, or do you want to jump right to an individual that did a 20 hour course and got a, you know, a pass? They pass because they paid for it.

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Are Most Motivational Transcription Continued:

This goes into some of the biggest business consulting certificates. Now, I’m not knocking the Maxwell certificate or the Tony Robbins, some of them are questionable. But if you pay them, you will receive them. Now there are some that will go through those programs and in turn they have the experience and they’re genuinely and authentically trying to put it together, put together the organization, that’s great. There are others that have no experience whatsoever and they just want to use that name.

They want to use the web module, they want to use the apps, they want to set up everything and get you to consult with them. So watch out for that. Dig deeper, look into the past. Here’s some ways to vet it’s not just and I laugh about this because it’s a podcast here, but there was a guy that was stating because you want to look like an expert, put out a podcast and just talk about that topic and talk about it aggressively and you’ll look like an expert in what world?

Interestingly enough. And here I am doing a podcast. I’m not trying to do anything aggressive. I’m asking you to look at things and I’m not asking you to click on anything. I don’t want you to like me, follow me, me, connect with me. I don’t want you to check out fish stewarding group. I don’t want you to check out anything we’re doing. I don’t want to work with you. If somewhere down the line you find that this resonates with you and you look into some of the materials and that’s a choice down the line, great.

But this is not a call to action at all. And that’s something to look out for. Are the videos, the images, the podcasts, the blogs, are they all call to action? Are they all dangling for the low hanging fruit to dry to, to try to draw you in? Or are they deliver information that has an authenticity and authority to it that may be able to help you regardless of whether you go to that person or not? How many times are they pitching themselves to you?

Are Most Motivational Transcription Continued:

And inside of that, when you search because of plagiarism going wild, are you seeing a consistent amount of material from an individual showcasing a background of authority? Or is it all just sales and hype and promises? It’s a dangerous place to be right now when these people can guarantee success to anyone.

You may want to look out for that one. There’s so many people that are taking opinions, they’re shifting their subjective opinions into objective facts that are not true, their claims. And fortunately, with the changes online elements of Google and some of the other search engines and even social media is starting to to penalize these people. And I’m a big fan of it. There’s something out there right now.

A whole bunch of people are trying to shift some stuff that’s happening at Google on a government level saying it’s Unfair about how these searches are pushing certain people down. I’m glad they’re there. They’re pushing down false people, they’re pushing down people making unsubstantiated, unproven claims.

Now, it’s better to place something inside of an opinion, but it’s even better than that to showcase your knowledge and why you back up that opinion. And where you can back up that opinion the other side of it too. Pardon? For the sniffles. It. It is right here. Is it over polished? Is the video just too pretty and the content too weak? Does it need to be perfect?

The podcast doesn’t need to be perfect. You don’t need the perfect audio. I’m not going to edit out the sniffles I’m having right now. I’m getting a message across. I hope that you gain something from this message, but I’m not going to try to wow you in or while you out. Yes, I want to have it sound professional.

I have a distribution system for this thing. However, I’m not going to spend all this time focused on making it pretty and flashy and look at me. I’d rather the content stand for itself. And if that content doesn’t resonate with you, so be it. Allow yourself that kind of humility in the connections that you’re trying to make as opposed to trying to draw everyone in, draw those in that tie to you. And also, maybe it’s not time to be a consultant. Maybe you’re not there yet.

One level of success, and this is a dangerous key. Someone has success, they take over. I got one guy in particular takes over his dad’s business, brings it up a notch. Now he, his dad sold it. I can’t remember the full story. It was about a year and a half back and he’s stating that he reorganizes businesses. Now.

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Are Most Motivational Transcription Continued:

He had a massive budget to work with. He had a lot of tools that made it very easy for him to do what he did that not everybody has. And yet from there he’s trying to build off of something much bigger. And that’s dangerous and that’s not true. And when it comes to truth, what is truth? And there are many that have no problem with lying. And it’s. That’s where it’s your responsibility to look in to see if they are lying and looking for the patterns of truth, authentic, authoritative truth. Or is it just hype? If they’re promising, they can do it for everyone.

Watch out. If the hype that they send you, if as you search it, it shows to a Whole bunch of other people. Watch out if you can’t find the genuine authority beyond the marketability, beyond the hype. When people put up these pictures of, look, I just deposited this amount this month. These are marketing hype tools to try to fool you, and it’s fooling a lot of people. And then these people turn around and, you know, they want their money back, but they don’t because they signed the app contract, so they get no refund.

Many of these people, and you don’t hear these stories as much, they hired that business consultant, that motivational person. They followed their ideas, and then they got sued or they did something illegal or they didn’t realize they were in trademark violation or copyright violation.

They messed up with licenses. They played a card they shouldn’t have played because they were advised and told by this individual and this individual in their little. If they did it through an app or they had you sign this, no liability clause, it sits totally on that client and it screws them over.

So especially be careful in what you listen to and what you’re told to do with these, that take no liability in sharing it. I look at things and it’s, you know, I look at things from bearing the weight together. It’s an element of understanding as you walk someone through. It’s their decision on what to do.

And then to me, an authentic, a moral consultant, strategist, whatever you want to call it, is going to advise, give the reason why, and allow that individual to take the steps. If they’re just saying, you need to do this, go do this, do I don’t worry about that. All you have to do is this. These are all warning signs.

Are Most Motivational Transcription Continued:

So look a little bit deeper to protect your vision. Oftentimes, you know, there are these guys. You got to scream this out to the world. You got to call everybody, you know, if you don’t have your protection in line, if you don’t have all of these elements, you scream something out. You don’t have the protection on.

Somebody else can take it, they can run with it, and there’s absolutely nothing you can do with it if you haven’t formatted the foundation, the protection and the legal elements or put any of that in place. So the point is, and kind of circling back, is motivational and business coaching. And these coaches, are they harmful? You know, for you, for your business, for your business health, for your vision? I again, believe the answer is yes to the majority.

I also believe there is a minority of people that have had experiences that have put together programs and not some in the box template, but for how they can work with someone as an individual, how they can work with a company, how they can work for a short time, a long time. However, it’s the responsibility on your part if you’re looking to really vet, to look into what’s going on, what they know, how they do it, how they deliver, what they don’t do, where they come from.

Top 100 Loren Weisman Quotes: Considerations for Branding, Communication and Marketing

Are Most Motivational Transcription Continued:

If it’s that easy, which so many do, that just subscribe to the hype, it’s going to be that easy to fail and that much quicker. If you take the time, ask the questions, don’t get sucked into the funnel. You may end up not only finding the right person or right people, but avoiding those that right now just want to, you know, funnel you in to make more money off you.

I believe, and FSG believes that you can profit at the expense of no one. The concept is that for the money you make, for the money that you take from someone that they are getting something of, you know, the same value that they are being protected.

And we’ve come into a world of marketing where it’s I’m going to focus on getting as many clients, as many customers. I’m going to pull this thing through, I’m going to take care of this, I’m going to cover my back, not care about anyone else. I’m going to set up these app systems so I can cut someone off, so I can dangle some small low hanging fruit and continue to go on as opposed to really caring.

Look to the individuals that might not be able to serve the world.

Look to the individuals or the companies that can show what they’re doing, why they do it, how they do it.

Look to the individuals that hold you accountable.

One thing that I put out there, FSG puts out there, it’s in the end, your choice. We can set up and many consultants, many companies can set up a blueprint, a template made solely for you. However, if the map, the navigation, it’s all set in place, you choose not to apply it, then isn’t that on you? So put in the time, challenge these people and if they don’t come back and give you an answer or they just roll out hype, maybe it’s time to walk away.

Ensure that anyone that you’re working with strategically, coaching wise, consultant, whatever, that they have some kind of authoritative educational ground to stand on and not just some hype certificate or number promises of, oh, you’ll make this much in this many months or all of these things popping out every other minute.

Fake Authors Using AI. Podcast Links and Transcription

Are Most Motivational Transcription Continued:

Look for the validity, the authority, the authenticity and the education so that you can create the stability in whatever you’re working on. And that that can grow and compound with for a while with this consultant or coach or company, but especially without them in a sense, and many of them, they go the other way on this. Make sure that you’re building and learning to know and not having to constantly hang on to someone who’s going to continually dangle information in a way that isn’t that helpful for you.

Again, be careful. Watch out for those that explain things from only a selling standpoint over the idea of an educational standpoint. If all their videos are stand up this way and speak this way and do great. So they’ve shared everything about selling and marketing, but have they shared how they’re going to educate you on the specific task, product, service or whatever you’re building?

Ensure that it’s information, not just motivation, and ensure that there’s authority behind it over just popularity and hype. And you may do that much better with whoever you work with.

Loren Weisman is a Brand Communications and Optics Strategist who specializes in illuminating authoritative intelligence and amplifying authentic experts.

Weisman is the host of the brand communications and optics podcast Wait What Really OK.

© 2011 to 2026 Loren Weisman. All Rights Reserved ® ℗

Are Most Motivational Transcription

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January 1, 2025
Popularity and Hype Transcription: Google it or googling it does not provide authority answers
Popularity and Hype Transcription for The Wait What Really OK Podcast Titled Google it or googling it does not provide authority answers

Popularity and Hype Transcription

Released on February 8th, 2024

🎙️ Tune In: Listen to this Wait What Really Ok Podcast Episode Google it or googling it does not provide authority answers on Spotify Apple Podcasts Pandora Amazon Music Spreaker YouTube IMDB and other platforms.

Popularity and Hype Transcription Chapters

Popularity and Hype Transcription Chapters:

0:00 Introduction and Podcast Theme

00:36 Promotion, Advertising, and Google Search Trends

00:58 How Google Algorithms Influence Search Results

02:00 Perception of Authority vs. Actual Authority

02:20 Subjective Opinions in Top Search Results

03:21 The “Google This” Problem and Biased Results

03:54 Falsified Information and Misleading Sources

04:22 Digging Deeper: Evaluating Source Credibility

05:15 Authentic Search for Truth and Transparency

06:02 How Stories and Narratives Shape Search Results

06:17 Trusting the First Page: Dangers and Pitfalls

06:34 Hype and Lack of Substance in Search Results

07:05 Evaluating Multiple Sources for Credibility

07:25 Importance of Researching Information Thoroughly

08:06 The Rushed Generation and Spreading Misinformation

08:46 Community Notes and Social Media Accountability

09:09 Not Opposing Google, Understanding Online Challenges

09:32 The Need for Verified Sources and Online Identity

10:12 Fake Reviews and Manipulated Online Reputations

11:23 Recognizing Detailed and Responsible Content Creators

12:21 Monetizing Lies and the Impact on Digital Trust

13:12 Sharing Information Responsibly and Transparently

13:34 Ethical Considerations in Content Sharing

14:15 Supporting Claims with Credible Studies and Sources

14:59 Combating Misinformation and Digital Hype

15:21 Encouraging Deeper Research and Source Validation

16:10 Final Thoughts on Authority, Truth, and Accountability

16:49 Closing Remarks and Podcast Outro

Popularity and Hype Transcription Text

Google it or googling it does not provide authority answers

Song: Wait What Really Ok Ok. With your host, Loren Weisman. This is a fully licensed theme song for the show about stuff that makes you say, Wait What Really OK.

Loren: My name is Loren Weisman. This is the podcast Wait, what? Really? And this episode title is Google it or Googling it does not provide authority answers, or for that matter, authoritative answers. And we’re seeing more and more. Many people, when they push their promotion, they push their advertising. They, you know, whether it’s TikTok, Instagram, Facebook, in their short videos, in their long videos, in their streams, many are being told, google it. Oh, go Google it. Is this a good idea?

When you Google something, there are algorithms that will push down information, and not just false information, factual information. And oftentimes when somebody says Google it, maybe they have the corner market or the corner SEO on what they’re telling you to Google. At the same time, in misdirection, in what I call dark optics, if somebody has looked up certain things and the popularity stands at Google responding the first page to a whole bunch of false things, to a whole bunch of stuff that has been pushed up, and this is not conspiracy theory stuff, many false things are up there, Many fictional things are up there.

And when you Google it, you find false, altered facts, or for that matter, lies. The point being is, when you Google something, take the responsibility, take the accountability, take the authority that you have in yourself to not believe the first hit that comes up. Many of these pages that can come up, they’re working for that Google, they’re working for that search.

They want you to see it as fact. Well, it might be an ad or it might be redirection. Google this fact. Just because something comes up as the number one result does not make it an objective fact. And there’s a very good chance it could be a subjective opinion that has been moved up and placed up by somebody that knows SEO really well and is pushing, for that matter, an optic, a message, a marketing that isn’t necessarily true. The problem in this side, many people fall for it.

Popularity and Hype Transcription Continued:

So in the simplicity of it, or to kind of summarize where this whole thing is going right here in the beginning, when you choose to Google something or somebody says Google this, look to what’s showing up, look to where it’s showing up, look to how it’s showing up, and look for many sources, quality sources, that showcase that that is or isn’t an objective fact. If you Google certain things, a whole bunch of stuff can come up. And oftentimes, and this was really big a couple years back, it’s about 10 years back, eight years back when that CBD push was really happening. Google this, this is where the facts, this is the results from these labs. And many people found out as they dug deeper and it also got them in trouble. And it’s also hurt the full legalization and the broader legalization of CBD, of marijuana, of that stuff that has not had the impact that they intended because of many of these people lying.

I feel if they had told the truth and they showcased transparency elements of those products would be further along than they are currently. Another story, another podcast. Point being people were googling stuff, they were seeing falsified results from labs that belong to the company that was selling. The same thing happens inside of the news cycle, inside of the trending cycle.

This is a fact. Google it. And then you find out that the owner of that given domain, that sub domain, that little one page website, that thing where they’re garnering facts and it looks like an educational thing, it’s coming from them. The point being when you dig a little bit deeper, when you look to the sources, when you look to see if the source is a genuine source or not, then when you’re googling, when you’re searching, you can find something that has a greater quality, a greater stability and for that matter, a greater authority. When we dig in, when we google something, is it coming from pages that look really pretty or is it coming from a true place?

It’s strange right now and being in the election season, this is this and Google it and you’ll see these reports. Well, if it’s from a biased school, a biased news source, whether far left, far right, right in the middle, how are you getting a fact over necessarily getting the tone or the message that they want you to get. Point being, take the time. If you are truly authentically looking for truth and not just the first thing thrown out at you, look deeper and if you are trying to share an objective fact showcase where people can find this, maybe you say, hey Google this, but look at these resources, look. And yes, there are some very high end sources that are biased.

Popularity and Hype Transcription Continued:

However, if it’s in a number of places, if it’s in a number of places, from biased to non biased, here, there, then you can run with that. Otherwise state it as an opinion. We’re in a time where so many unfortunately are trying to take their opinions and shift them into facts and that’s how they run them over the news cycle. They begin to create stories of what they want the end result to be. It’s unfortunate that’s an objective fact. So how do we counter that? Oh, news is broken. That doesn’t help us in our research. It doesn’t help if you’re sitting here looking and trusting the first page. It doesn’t help these, these life coaches spewing this constant motivational, this is what you need to do. This is how you need to do it. Google this. Great. A whole page comes up with all sorts of hype, stuff that has no substance to it whatsoever.

It’s the same thing with these people that are out there bragging going, I read 15 books a month and that’s how I build my authority. What if you’re reading 15 fictional trash books a month? What if you’re reading books that were created by some dude that popped 10 chapters and had AI wrote it? What if you’re reading from someone that has no education, no authority, no professionalism and no knowledge in that given industry, then what you’ve read is a waste. The same thing happens inside of Google. Well, I googled it and found this.

When somebody tells me I googled this and here’s the result I got, my first question is always, how many different results did you get? How many places in harmony did, how many places was that in harmony? What do you find contradicting it? Take the time to research information, whether it’s for your business, whether it’s for you personally, whether it’s for your conversations, your communication or for that matter, your content. Consider for these content curators and content creator, consider having a moment of silence, a moment of research. And before you share that hot tweet or that latest thing that popped up in Google, check to see if it’s of any value.

Instead of calling it breaking and news and source and look at what’s happening. You’re only spreading lies when you are lied to and share it without checking to see if it’s true. We’ve come into a rushed generation and many people also at the same time, there’s certain things they want to believe. They see something that hits their perceptions, they see something that hits what they want to be true and then they share it is true. That makes it dangerous. I wish, and I know this is completely unrealistic, I wish that social media had an aspect of liability, had an aspect of liability for people posting stuff not as opinion but as fact. And that it was X number of flags and then you were flagged as someone going, this person you know is flagged for sharing things that aren’t necessarily true. Yes, there’s community notes, but even inside of community Notes and Twitter and many of these other things. So much flies under the radar that gets through that is absolutely not true. And inside that popularity.

Fake Authors Using AI. Podcast Links and Transcription

Popularity and Hype Transcription Continued:

Well, we found this on these 10 different sources. But if they were all made up sources trying to push a particular lie, how does that help? I’m not trying to be confusing, I’m not trying to be conspiracy theorist. I’m not trying to push against Google. Right now we have what we have online. AI is a problem. These false sites, these false people online, they are a problem when it comes to Twitter, when it comes to some of these other sites to actually have to pay something, I kind of agree with it. I think that it’d be nice to have some kind of source and some kind of place where I know for sure that that’s an individual, I know who that is or if they’re going to remain anonymous, that behind the scenes they there’s some kind of proof and vetted fact that this person is, they are and not just another contrived bot that’s going to come up to support a story, a message, a theme, a campaign, a trend, an ad, and then disappear or become something else.

Popularity and Hype Transcription Continued:

Same thing here goes inside of reviews. We have a million reviews on Amazon right now inside of certain testing. And this is going on a completely different, in a completely different direction. You have many of these where 30%, 40%, 50% are made up reviews. One of the number one things I think is really important when it comes on the Amazon. You see something that’s beginning to get really good, something that’s starting to get a whole bunch of good reviews and then it gets smashed with this really bad review. There’s your dark optic. Go check them, see how many reviews they have.

It’s interesting that you might end up finding that these people that have 30, 40, 50, 60 reviews ranging from three stars to five stars, ranging down, spending a little bit more time, great or bad, that then all of a sudden this one person comes in and they only have four reviews. Is that a bot? Is that something right now trying to tear them down or move them down from five stars, this is the same thing. Consider digging deeper. Whether it’s an item that you’re going to buy, whether it’s a truth that you want to believe, honor truth a little bit greater than just reading it from someone you like and believing it to be true.

And there are people that are amazingly detailed out there, but in the middle of their need to content curate, in the middle of feeling like they have to get up X number of tweets per day, their social media people or them themselves take an irresponsible approach of sharing something really quick and some of these people that are factual most of the time are sitting there sharing something because they think it’s a hot topic and it’s going to get a whole bunch of likes.

I’ve seen people where they’re like oh you know what you know and it’s deep in the comments after it’s had all these views and all these I found out this wasn’t true then why don’t you have the honor to take it down and not put that out there. And it brings me to my last point. There are many people right now putting up information, putting up aspects, supporting true optics, false optics, messaging, marketing, advertising that they don’t care about the message, they care about the click throughs, they care that I’m spreading the truth.

How My Daughter Changed My Approach Podcast Transcription

Popularity and Hype Transcription Continued:

Don’t forget to like subscribe and comment. They want to make, they want to monetize and they’re monetizing off of lies and as you share their information it’s hurting your reputation in the end and you’re only monetizing a lie in close. Take the time if you’re going to share something and if you’re not, 100 second to last thing before last thing if you’re going to share something and you’re not 100% sure that it’s true, if you’re going to share something and you would not bet your reputation, your business or your professionalism on it then add that I saw this.

I’m still looking to see if this is a fact or opinion. Does anybody know anything about this? Can somebody point me to links, other stories? What do you see from this? That’s a lot more honest, that’s a lot more transparent and true over these people that are just sharing it out. Can you believe this? And then you look at the sources and it packs it backs to TikTok.

I’m sorry, an 18 year old in their basement that’s trying to monetize and they’ve done a lot better and they’re making a lot more money than me. Good for them. But I would never do that because from where I stand I believe that’s immoral, I believe it’s unethical, I believe it’s unprofessional, I believe it harms people. So if you’re not 100% sure and for whatever reason you want to share that then preface it or close with it and stating I’m seeing this.

Are you seeing this to have the humility and just that, authenticity to say, I’m not 100% sure. Then on the counter side of that, when you share something that you know to be an absolute fact, maybe in the comments sections below, hit a couple different places where, you know, where you found that to be a fact, where maybe as opposed to just googling it on the first page, you found it. It came back to this study here, it came back to that study there, it came back here, it came back there. Here’s where this person said, here’s this information.

We are in a time of more misinformation, I believe, than ever in history. And misinformation is not a new thing. Go back to the Romans, the man that was the newsreader. The information would come through the Senate, through whoever, through, you know, the Caesar of the time, alter, edit and share what they wanted the public to know or the public to believe, for them to make the moves that they wanted to make. And hopefully in certain cases, and for them, hopefully in certain cases, to make a lie become the truth.

In these times with social media, it’s turned into the same thing. There are many out there pushing lies that they’re focusing on people just sharing it to compound a lie, to appear as a truth. And they’re using many of you to help them take this lie to that truth.

So when you Google, dig deeper, if you’re asking somebody to look something up, as opposed to just a week, oh, Google this so that it comes to the most top popular information, top informational piece, have them double check through a series of sources, maybe on your website, if you’re a professional, share the sources where you have it. Stop with the claims, stop with the overstated hype, stop with the lying.

We can earn money, we can make livings, and we can do it with an ethical, grounded, authentic and authoritative vibe, with a stand, as opposed to just trying to excite someone to click through, to subscribe, to pay you.

Now, I get that’s not for everyone. And I get a lot of people out there have no care for any ethics, for morals, for professionalism. But maybe, just maybe, be that person, be one of that limited few that when they speak or when you speak the truth, you can back it up. And if you’re not 100% sure, if you wouldn’t bet your reputation, for that matter, your life on it, state it as a opinion and share why it’s your opinion.

And in that authenticity, I believe that sets you apart and grows a much greater authority and a greater accountability and a transparency for who you are, what you represent, and what you believe. I hope this rant made a little bit of sense. My name is Loren Weisman. This is the FSG messaging and Optics podcast. Wait What Really Ok. That’s all I got.

Popularity and Hype Transcription

Loren Weisman is a Brand Communications and Optics Strategist who specializes in illuminating authoritative intelligence and amplifying authentic experts.

Weisman is the host of the brand communications and optics podcast Wait What Really OK.

© 2011 to 2026 Loren Weisman. All Rights Reserved ® ℗

Popularity and Hype Transcription / Google it or googling it does not provide authority answers

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January 1, 2025
Brand Messaging Mission Transcription
Brand Messaging Mission Statement Transcription from Brand messaging mission statement and message methodology podcast
Released on November 11th, 2020

🎙️ Tune In: Listen to this Wait What Really Ok Podcast Episode Brand messaging mission statement and message methodology on Apple Podcasts Spotify iHeart Radio Pandora Amazon Music Spreaker YouTube and other platforms.

Brand Messaging Mission Transcription Chapters

***** Brand Messaging Mission Transcription Chapters: 00:00 Introduction to Brand Messaging Mission Statement 01:23 Defining Brand Identity and Core Values 03:21 Foundation of Beliefs and Core Values 04:10 Creating Emotional Connections in Brand Storytelling 05:12 Personal Road and Brand Experience 06:18 Building Trust Through Authentic Messaging 07:31 Critique of Ego-Driven Marketing 08:20 Overcoming Challenges in Brand Messaging 09:12 Messaging vs. Marketing: Key Differences 10:05 Unique Selling Proposition in Brand Messaging 11:18 Visual Consistency and Brand Recognition 12:36 Authenticity in Storytelling for Brands 14:08 Connecting Brand Purpose to Audience Needs 15:30 The Power of Customer Testimonials 17:22 Ethical Marketing Practices and Integrity 18:45 Using Brand History and Milestones 20:09 The Role of Humility in Business Messaging 22:16 Benefits-Focused Communication Strategies 23:41 Shifting Focus from Income to Outcomes 25:29 Closing Thoughts on an Authentic Brand Messaging Mission ***** brand messaging mission transcription text doc

Brand Messaging Mission Transcription

Music: Wait What Really OK with your host, Loren Weisman. This is a fully licensed theme song for the show about stuff that makes you say Wait What Really OK. This is Loren Weisman.

Loren: This is Wait What Really OK. And for this episode, this is my brand messaging mission statement. Now, we, or many of us, remember Jerry Maguire from the mid-90s. It was a movie where, and if you haven’t seen it, this guy comes out, he works for a sport rep, agency or athlete representation and comes out with this massive mission statement. The title on it is the Things that We Think and Do not say, the Future of Business. In a kind of play on words, but something that really makes sense.

If I was to title my brand messaging mission statement, I would flip it around and call it the Things that We say and Do Not Think about the Future of Messaging in Business. This is a little different from most of the podcasts of Wait What Really OK, if you’ve tuned in before in this one, it’s going to be rooted and grounded in my foundation, where I come from, why I see things the way I see things and how I work. It is a part of how I see my brand messaging mission come in to play.

This comes through in my content, in the quotes with Fish Stewarding Group, with FSG messaging and optics and everything that I’ve done to date and what it allows me and what it makes me want to do right now. There are many people out there that just say, I want to help, I want to help, I want to help or I’m living my best life and you should do this. And there’s that Richard Branson quote. I saw it again the other day. It really upset me. And this is part of the mission statement that if you’re not scared of your dream, you’re not dreaming big enough. And not to be harsh and not to be hateful, but shame on you, Branson.

Authentic Brand Messaging with Loren Weisman Interview

Brand Messaging Mission Transcription Continued:

What if someone is in a state of love, not in any kind of fear, and they’re confident enough in themselves and in their dream because they don’t have fear, their dream isn’t big enough. Because certain people don’t necessarily want a car that costs over $100,000 or three homes or boats that they’re very version of success or wealth isn’t big enough. This is a key point of the foundation of what I believe and at the same time the type of people that I want to work with.

And even if you’re not interested in working with me and maybe you just want to engage the podcast, my videos, my quotes, my blogs, fsg, you will hopefully, and that’s the goal of this, is to give you an idea of the root of the foundation of the soil in which I’m planted in and what I believe in. I see a lot of businesses out there. I see a lot of strategists and coaches and consultants, and they will show you this clear path, but the path appears to be a funnel. I will do this, this, and this to get you here. Okay. How? Well, you got to have a meeting with us. We’ll do this, this. You need this. I did this. A lot of the things from my past have nothing to do directly with clients in the present.

Now, did they influence. Did they educate me? Did they allow me inside of a culmination of all my experiences, good and bad, to be where I am now? Absolutely. But I’m also someone that is not going to sit there and brag about how many books were sold, how many albums I played on, how many people I’ve spoken in front of. That to me is secondary. That’s ego. And when we have to present in ego, my belief is we’re making up or we’re sitting in fear. So here are a couple of touch points. Here’s a little bit about the process architecture. And this ties into FSG as well as myself.

Brand Messaging Mission Transcription Continued:

Short story, as short as I can make it. I wanted to be a musician. I started as a musician. I was a drummer. I crossed over into music production. I worked in television some. I worked on an infomercial. I worked in reality shows. I worked in talent shows. In the middle of the culmination of all those experiences, good and bad, the ones that paid amazingly and the ones where I lost intensely, it brought together a culmination of an education that’s given me my views for today.

The things that I’m against, I’m not judging anyone else if they’re for them. I just don’t believe in them. And many of them I will not stand by. I don’t judge Branson for his quote, but in my belief and where I said, shame on you. It’s coming from a standpoint that how disrespectful can that be taken to someone that is so dialed into their dream? And then they read that one book or they read that one quote and it shifts them off.

Yes, we’re all responsible for our paths. We’re responsible for our failures. I talk about some of my biggest failures and where I got, you could say screwed over. I was part of the screwing. I allowed myself to believe certain things. I saw certain warning signs, red flags that I didn’t pay attention to. And I paid for it. Other times when I was a little bit more strategic, when I was a little bit more careful, it paid off. There were other times even beyond that, where it was throw it all at the wind. But I knew it. I knew the risk I was taking. And in those risks, certain ones paid off.

I’ve made the joke in the past that I like working on projects where I know an element of failure, because in that failure, I was able to look at what went wrong, why it went wrong. There’s certain projects that have hit wonderful levels of success, but those scare me a little bit at times because I don’t know all the exacts of what we did right and what we did wrong. This goes into another level. It’s not important about the albums because I’m not even in music right now.

I still work some in music, but it’s not the number of albums I played on, who I played for. I tell people that if they’re going to look at that, to look at the culmination of the work as a whole. And that work as a whole was not this album or this track or this drum fill or how much this album sold, but more so it was hundreds of egos, hundreds of different budgets, hundreds of different levels, from the widest array of success to complete failure. Hundreds of different opportunities, hundreds of different Personas, personalities, teams, ways and styles of communication.

Brand Messaging Mission Transcription Continued:

I’m not claiming to be any kind of communication expert, but at the same time, I’ve been around a very wide array of everything from the most egotistical and egomaniacal to the most humble and the most down to earth. And in watching and in learning, that became an impressive tool for me. The first album that I produced musically, I shifted from being a drummer to a producer. I was paid to produce the album.

Normally I was brought in to just drum on was a funny and short story that does tie in. I was brought in and the guy said to me flat out, I want you to produce this. I said, I don’t know what I’m doing. I’m not a producer. He didn’t spark me in the back of my mind. It was something I’d thought about but never had jumped on. And in this case, I didn’t think I was ready. He had a great response.

He goes, you’ve played with and you’ve played for and you’ve been hired by some of my favorite producers that I can’t afford. I think that you might be able to bring elements of them with the elements of you and everybody that you’ve Worked with in all the different situations and bring that to me for a lot cheaper. I loved his transparency. I loved his candor. I love doing that album.

And it was the first day. It was jitters and it was scary, but at the same time, it worked out really well and it brought me there. It was the same thing going into tv.

Spotting Real From Fake Video

Brand Messaging Mission Transcription Continued:

I didn’t think I had any place in TV till I was dropped right in it. And it made sense in that it was the culmination of my education, of my, you say determination, drive, motivation to a certain extent, but it was all backed up with information and education. I used to practice seven hours a day on the drums. I wasn’t the greatest by far, but I busted butt to be the best that I could be. And I wasn’t putting anybody on a benchmark.

I didn’t want to be this guy or that guy. I wanted the opportunity to continue to do what I was doing. And one of the things I loved about music was. And as being more of a session player, it was like being a detective. And every album was new. And I respect friends that have been across the board and they’ve played for bands for years on years on years.

That’s cool if it works for them. Not my vibe, not my bag. In being able to jump around and experience all these different flavors, sounds, people, that was incredibly inspiring for me. And it brought me to the place where I am now. And in that place, it is relational, it is connecting, it is communicating. And even in the assertiveness of knowing something objectively, it’s being humble enough to state it from an opinion standpoint, not going overboard. There are a lot of people out there just screaming.

It’s the yell, tell, sell. And I don’t believe in that. And I don’t believe that you have to believe in that. And that ties into what we get ready to say and where we stop and where we don’t stop and we don’t think.

And many people say, I just. I need to, you know, throw it all out there. In a time like today, it’s not shifting your story. It’s not changing who you are, the root of you, but it’s realizing and being humble enough to say, okay, as I present to this person, regardless of business, product, communication, what if 10 people before me said the exact same thing?

What if five of those people were better than me? What if five of those people were worse than me? And they all said the exact same thing? Where is your story in that? And if you are regurgitating in your marketing in your messaging, in your blogs and your videos and your anything, if you are regurgitating the same tones and maybe that feels true to heart to you, but if that consideration is not there for those other people, the walls are going to continue to go up and the payment of what it will cost in marketing to get that penetration will also go up exponentially.

Brand Messaging Mission Transcription Continued:

One of the key routes that I see to all of it when it comes to messaging is that messaging is before marketing. And oftentimes marketing is moving you as fast as they can to find the most popular words of the moment to get you and get your product out there.

Oftentimes it’s building a second floor, a third floor, a fourth floor, and the first floor and foundation haven’t even been completed. And in certain ways they’re going to make many of them more money to get you out there and advertising you than they are to getting the foundation underneath you. Because when a foundation is there,

I believe when the messaging strategy, when the message, when the story, when it is true, when it is put together to resonate in you, in your reality, in truth, not a truth, but the truth, then take the considerations of the over saturation of the people that may be using some of the same words and you’re not shifting or changing the story, but you’re working on the performance and the delivery, the nuances, the embellishments, so that it is yours and that your story shines through as a melody and doesn’t sit in the harmony, in unison of anyone else, even inside of harmony, to have the different tones resonating to showcase authenticity and true authority today.

Fake Authors Using AI. Podcast Links and Transcription

Brand Messaging Mission Transcription Continued:

It will, I believe it will let you stand out, it will let you achieve. It will let you go to places that you may have never thought you could go. And that’s not a motivational book and it’s not hype and it’s not hearsay and it’s not an answer to try to draw you into a funnel. One of the other things I have, and I stated right here in the mission statement, I find it disgusting in how certain people will set up marketing campaigns that no one would want to tell the people that they’re marketing to.

This is what we’re doing and this is how we’re doing it. I believe inside of marketing it can be moral, it can be honorable, it can stand in integrity. Because if you are not prepared to share with every person you’re marketing to or every client that comes in how you marketed to them, then maybe there’s something just a little bit wrong with that marketing. And if you’re going to settle for that, that’s on you. That’s what you want to do.

But I don’t want to be a part of that and I wouldn’t want to be a part of any business that shows that the fullest transparency inside of your story, inside of your authenticity and inside of your authority is everything.

Today in a field where people are just going by the wayside, jumping to fear to grab all that they can. Do you really want your business 10x’d? Would that allow you to perform in the way that you want to? Or does your success have its own meaning?

Do you need to listen to certain influencers here who are telling you half truths, quarter truths, expired truths, and not the full story of how they achieve their success? And then at the same time, many of these speakers, many of them fly by night that have sat there and hidden part of the story, hidden the budget, hidden the opportunities. It was the same thing. I saw it in music as well. We’re just going to tell you what makes for the good story. We’re going to pull you in this way. And many of these business coaches do.

I’ve been part of these multimillion dollar organizations that you’re in the family of, that you’ve never had any experience outside of people stating, oh, I had this thing, I took this one guy from here to 10 million, he had 1 million.

Now show me an example of you taking someone that has 1,000 to 10 million or 1,000 to 1 million. We are just as much, each of us to blame for buying into drinking the Kool Aid or subscribing to the hype. And we as a community, as a society, as a nation, as a world have to take or have to consider to take that step back. And where the promises and their testimonials which might be flying right in from themselves using different names.

Brand Messaging Mission Transcription Continued:

It gets very dangerous when we have that humility, when we work to discover what our story is and where it places. And not just in an SEO standpoint, but from naming a business to the tagline, to the type of content that will engage some of the best content that can be created, that can be connecting, that can be inviting, might be things having nothing to do with anything that you’re selling, but more so have to do with you and your story. People are out there and I listen to a lot of these business coaches and they’re shoving down the throat, they’ve got to know like and trust you. To me, there is no trust like valid integrity, authority,

Prove you could be trusted instead of asking for trust, instead of playing games, instead of regurgitating Tony Robbins, Gary Vanderchuck and John Maxwell, words from scripts. And I’m not knocking all of them. And I understand there.

There are certain coaches and to be very clear, there are certain coaches that may have gone through one of these programs and inside of their authenticity, their experience and their education, the culmination came together and it allowed them in that certification to pull all the pieces of their integrity, their ability, their experience, their education to become a great coach. But vet those coaches, because for every one of them, there are a hundred that just took the course, paid the fee, and are now certified.

Authentic messaging strategies for transitioning businesses

Brand Messaging Mission Transcription Continued:

And that goes across the board with a whole bunch of certifications. When we take that time and have that strategic patience, that humble patience, just as inside in our architecture, when we discover, when we audit, when we strategize off of what we’ve done, off of what we’ve learned, when we author our brand messaging and our formats in a palette where we paint colors to the palette before going to the canvas. Unlike so many people that sit there and they dip the. They dip the brush right into the can, they go right up to the canvas and it gets crazy.

And it’s not saying that every single thing has to be perfect, but aligned, defined, building off of a foundation that can continually compound and reinforce as opposed to crashing down over itself over and over again. When you take into account your authority and don’t try to hype it for popularity, it builds and in that and coming and circling back to humility.

Do you need 2000 likes on a post? Do you need someone to get this many comments, this many views? Or could you see it more as a need to put out the best information, the best content, the best best represents you in the way that you can represent it in the best way that can reach people. And maybe in that moment of that day on social media, it doesn’t hit.

And then it doesn’t hit for a few weeks, maybe a month, maybe a year later, that post, compounded with everything else, becomes beautiful. It becomes real, it becomes authentic, and it compounds in you and allows for constant growth upward without things falling out from underneath them.

Brand Messaging Mission Transcription Continued:

Scroll down your Twitter, scroll down some of your other feeds. How much are you stewarding information through your story, your authority, your authenticity? Or is it just shifting to try to go to a cell? When we’re working there in love and we’re not working from fear, people can feel that people are smarter than maybe you think or maybe some of these coaches think in that sense of, well, you’ve got to say this, and this is how you funnel, and this is what people want. They have no idea what people want.

They know that inside of a script they may have identified certain limited and linear metrics of what people have wanted in the past. But this business world is open and it’s changing and people in the middle of all the crazy are starting to smart up to the hype. So in that respect, that audience, it’s not grabbing the widest net of the most people, but engaging the people that would make your best customers, your best clients, your best connections. And when the time is there to honor them and not treat them like hype and not treat them like they’re being funneled and not treat them like a number, get away from this.

Brand messaging blueprint strategies for creative careers.

Brand Messaging Mission Transcription Continued:

Oh, I’m so humbled to have this 5000 follower on Twitter. How disrespectful could that be perceived for the person that was number five to follow you in this brag, to look at me element, even if you are genuinely, organically, truly humbled, stop before you say and think about the reactions.

And again, it’s not changing your story and it’s not shifting to try to win the perception of everybody, because that’ll never happen, but in the consideration of the touch points of the array of the people that you are in the process of trying to reach out to, to the people that are familiar with you but haven’t quite crossed over or connected, and to the people that have just the best experience with you. When that three level trifecta, when all of them are being respected, then you’re continuing to grow an audience while you sustain an audience, while you honor an audience.

In the culmination of everything that I do now, and I’m having more fun doing this than what I did on stage, than what I did in music, than what I did in television or anywhere else, this feels stewarding, this feels like a higher high than being on stage because there are connections.

It’s communication. It’s not telling someone what to do. It’s not winning and going, oh, you didn’t do it this way, now you’re doing it this way. And look, you’re winning, you’re successful. It’s much more seeing people move toward their belief, their story, their authenticity, the deprogramming, the removing of the toxicity and seeing that they are valuable, that wherever their experience may be and whether they’re 22 or 62, there is a story that can be told that is absolutely True, absolutely authentic, and can absolutely highlight authority.

And to me, if that authority isn’t there, if that authenticity isn’t there, I don’t want to touch it. I won’t touch it anymore. I did for a long time, music and tv. There was a serious lacking of authenticity there.

It’s beautiful to me to watch someone come in and deprogram from the hype, to still be inspired by the things that may have motivated them in the past, but to make better decisions, to move in humility, to move in clarity, to vet, to practice due diligence, to look for the issues and identify what should not be touched. What maybe here could be hype.

It’s not about being a pessimist or a narcissist or going to this negative state. It’s being protective. It’s looking at the levels of compliance, it’s looking at the levels of organization. It’s not just competitive, it’s comparative and finding the way for the amplification of your story, your authority, your authenticity to shine through. So in this mission statement, that’s kind of gone, I don’t know, a couple different directions. Think of ways to amplify your brand messaging mission.

This is who I am and this is what I believe in. And this is where I believe that working with someone, or even if it’s inspiring someone just through content, I don’t meet with them. My hope, my wish, prayer for them is that they open their eyes to their story, to their authority, and that they move a step back from the people that are telling them. This is what you say, this is what you do, this is what will make you successful. This is what success means.

How My Daughter Changed My Approach Podcast Transcription

Brand Messaging Mission Transcription Continued:

I think all of that needs to be thrown out the window. I’m not saying coaching is bad. I’m saying the majority of coaches may be leading people in bad directions because they’ve turned it into a job where they’ve flown, flipped what should just be motivation into false information and it’s destroying the final positive destinations of many people.

And yes, those people are responsible. They want to buy into that. It’s on them. But still, it’s sad. I believe in messaging we can tell a story that is our story and not a story or someone else’s story. I believe that in some of these methods that have been shared that, yes, they are true, but they’re not foolproof and they’re not for everyone.

I believe that we’re coming into a time where we can go much more subjective than we should objective to share what we feel and why we feel it and how we feel it, both from the algorithms online just simple communication when we share what we feel and why we do that, as opposed to this is absolutely this. And this is that there is no such thing as the best drummer.

There’s no best pizza in New York. There’s no best artist, there’s no best guitarist, there’s no best business coach and there’s no best seller. Yes, there’s no best seller. And more than 90% of these self proclaimed best sellers are not actually best sellers. These Amazon bestsellers, I talked about that another thing where people are spending money to look popular because they gave away their book to a whole bunch of robots.

And again, I’m not trying to go negative, but do you really need to advertise the book that you created, the love, the honor, the intelligence, the experience, the authority and move it in stating it’s a best seller on Amazon? Honor your audience, honor your readers, honor your connections, tell them about the book, stop using or consider stopping the use of popularity to gain authority and use the authenticity inside of your story to draw people to, to you.

That becomes a lot more true because a lot of people are claiming bestsellers. A lot of people are claiming number one, this, number one, that America’s best, this, that needs to go away, in my opinion. And for the people, oh well, people like that.

Brand Messaging Mission Transcription Continued:

Is that really what you want to do? You want to play a dog and pony show with the people that you want to connect with and you want to engage with and hey, if that’s what you want to do, do that. I don’t want to do it with you. How does that help your brand messaging mission? I believe that business is in a shift. I believe that a lot of these snake oil salesmen are being revealed.

I believe a lot of facts are being revealed inside of just numerous topics, arrays of topics in the world. And as we come into this time, when you are rooted, when you are planted in good soil, not using toxicity, not using lies, not using people to sell, then you win. And it’s not some false crazy win. It feels good inside.

Can you go to bed at night, whether in a positive way, in a negative way and be proud of what you’ve done? Would you share that with your children? Would you turn around, we go to this whole thing about the income, so focused on the income as opposed to the outcome of where these clients, of where these opportunities, of what these products are able to do for people.

Fake Authors Using AI. Podcast Links and Transcription

Brand Messaging Mission Transcription Continued: Please consider, please consider moving away from the need to, you know, convince the masses and consider moving to a place where you can share, author and perform your story to the people that might just want to engage with you, with your story, with your ability and your product. In that humility, in that transparency, in that accountability of you and inside of the integrity to showcase and share.

This is what I do and this is how I reach out. Whether it be to a client, whether it be to an independent contract, whether it be to anybody. That to me is harmony. That to me is music. It’s beautiful, it’s true. It’s nothing you have to hide. It’s nothing you have to create double speak on. It’s nothing that you have to preemptive cry, crisis management on.

It’s just. It’s just simplified into the truth. Not a truth, not somebody else’s truth, but the truth. I’m Loren Weisman. This is my brand messaging mission statement. You’ve heard the words a couple times. It’s more than words to me. It is authenticity. It is authority. It is rooted in transparency and integrity.

And in close of this brand messaging mission statement, consider inside of your methods for your messaging to people online, press, anywhere else, message in love, in honor, in authenticity, in authority, in a state of humility with clarity, message injustice, message with patience, and lastly, message with forgiveness. And in the array of those messaging methods, the resonation will help you, will guide you, and will connect you to people that are looking for the authenticity, the integrity and the authority in you. Wait What Really Ok.

Brand Messaging Mission Transcription

Loren Weisman is a Brand Communications and Optics Strategist who specializes in illuminating authoritative intelligence and amplifying authentic experts.

Weisman is the host of the brand communications and optics podcast Wait What Really OK.

© 2011 to 2026 Loren Weisman. All Rights Reserved ® ℗

Brand Messaging Mission Transcription from Brand messaging mission statement and message methodology podcast

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January 1, 2025
More Players Transcription
Released on June, 13th, 2022

🎙️ Tune In: Listen to this Wait What Really Ok Podcast Episode More coaches on the sidelines than players on the field on Apple Podcasts Spotify iHeart Radio Pandora Amazon Music Spreaker YouTube and other platforms.

More Players Transcription Chapters

More Players Transcription Chapters

00:00 Introduction: Podcast Overview and Coaching Concerns

01:50 The Good, the Bad, and the Ugly in Coaching

03:07 Identifying Red Flags in Business and Life Coaching

05:20 Authenticity and Authority: What Real Coaches Offer

07:41 Ethics and Morality in the Coaching Industry

09:04 The Importance of Due Diligence When Choosing a Coach

11:29 Contracts, Accountability, and Legal Protections

15:01 Final Thoughts: Recommendations for Coaches and Clients

More Players Transcription Text

Song: Wait What Really Ok. With your host, Loren Weisman. This is a fully licensed theme song for the show about stuff that makes you say Wait What Really OK.

Loren: This is Loren Weisman and you’re listening to, if you listen to it, the brand messaging and optics podcast called Wait What Really OK. This episode is titled More Coaches on the Sideline than Players on the Field. And while it digs in a little bit into your business coach, your growth coach, your life coach, your success coach, and whatever kind of coaching certification program, it’s not all about negative here yet.

First off, there are some good coaches out there. They’re authentic. They have the experience, they have the authority, they have the knowledge to be able to teach, to be able to coach. They’ve been through an array of different businesses or situations and they can serve.

More Players Transcription Continued: Unfortunately, this part of coaching ends up being the minimum in where we are today, in 2022, in the last number of years, and it’s been going on beyond that. But we’ve seen this new influx. It’s I’ve lost my job, I want to do something different. I want to teach, I want to coach. And yet, before they played on the field, before they experienced, before they learned, before they were educated, many have come into a place where they claim to know it all and be able to teach it all.

That’s where it gets dangerous. So in this fast track episode, going to run into the good, the bad, the ugly, the dangers, aspects about proving and due diligence, and even a message to some of the authentic coaches, as well as the warnings and baseline red flags to look out for if coaching is where you want it to go. Now me personally, I’m not the biggest fan of coaches as a whole.

I like strategists. I know some people see it semantic and it’s not just because I am a strategist, but I like front to back. It’s a plan. This is what you’re going to be educated on. This is what you have the opportunity to learn about. This is where it comes together. This is how it lays into the fold. Many times I’ve seen and I’ve heard from clients as well as friends, they tied into situations with coaches and they felt ripped off.

Now unfortunately, many of those situations, they did that to themselves with the lack of vetting, with the lack of due diligence. Not looking into and not raising the red flags, put them inside of contracts that were way too long and there was nothing they could do about them. And one person send me a contract, they said, how do I Get out of this.

This is an awful coach. This is an awful situation. I’m just, what I’m getting is terrible. And what they had signed into, there was no way for them to get out. The accountability and the liability was set up perfectly by this particular coach. It allowed them to, you know, for lack of a better word, get away with murder and get away with that for 12 months.

So this individual had to pay for 12 months. And even as they finally said, look, I don’t even want to be on the phone with you, they still had to legally pay. And that is a story that is harmonized a lot. There are a lot of people out there that are incredibly unhappy with the situation that they got themselves into. But there’s also that element of the accountability of if you’re not looking into this and you’re not taking care of this and you’re not digging a little deeper, you end up becoming part of the problem that has been created, you know, for you, but also by you.

More Players Transcription Continued:

So in first in the, in the proving because so many are out there pushing the coaching and there are many models and these models range from the superstar celebrities down to the celebrity courses. Not going to go too far into, you know, what could be perceived as defamation of characters. So I’m not going to name them out, but I’m sure you’ve seen them in your Facebook feed, I’m sure you’ve seen them in Instagram feed. Become a life coach, become a success coach, become a growth coach.

And what’s a little bit unfortunate is in those ads, you don’t have to have any experience at all to be able to lead people to success. Are you sure? Can somebody really become an expert in anything in five weeks, in 10 weeks, in, in 40 hours? And from there, is it really fair, honorable, ethical, moral to state that?

Furthermore, would these particular coaches go out and openly and transparently say, I took this four week course or I took this 40 hour course, I went into this hotel and you know, started on a Monday, finished on a Friday, and now I can help you with your business and you have to sign up with me for six, nine or 12 months.

Now that to me is just immoral. And the ethical boundaries there, they’re a little off to me. But again, who am I to judge? People want to put that thing out there. There are many coaches out there that are stating, I can help your business, regardless of the business, regardless of where you’re at. And yet as you look into this individual, they’ve never even helped themselves. We are coming Into a time. And many of these people are younger.

They’ve had limited to no experience, yet they feel once they’ve kind of, for lack of a better word, drank the Kool Aid, they have all the answers for everybody. So it’s something to look into. It’s something to look into the background. What course did they take now to be clear, the differential or the differences? Better yet, in correct English, on, let’s say a John Maxwell course and not digging into this and not bashing Maxwell in any way, shape or form.

If there was somebody that was 50 years old and they’ve been through a series of different businesses at all levels, and they decided, I want to go into coaching, and they use the Maxwell model to hone in the concepts about coaching, but in that using their ability, their experience, their education, their intelligence, the array of their life, to use that course to get that certification, that might be somebody that could be helpful.

More Players Transcription Continued:

Here’s the problem, though. On the other side of that, you have an individual who maybe is 18, 19, 20 years old. Maybe they just got out of college. Maybe they’re still working a day job at Subway, and I’m not knocking Subway, but now they take the exact same course, get the exact same certification, use many of the exact same marketing tactics, and are claiming to have the exact same expertise.

That can be a little dangerous. Yes, younger people can have experience. However, in this coaching realm, is that really moral and ethical? The base of things to me comes down to the profiting at the expense of no one. I believe all businesses, and it’s one of the foundations of the Fish stewarding group, that you can profit from working with someone, they can profit from working with you. And it’s not something where it’s, let’s get as many clients and as many dollars through the door where someone ends up being hurt. If you are not as a coach, if you are not strong enough in your experiences, in an array of experiences, coaching might not be the best place to be. You want to do that a little bit on the side, maybe.

Ethically, that works for you and that can work for you. I think it’s a little scary when people just decide, okay, I’ve had one linear experience, or I’m ready to be a coach because I want to be a coach.

I couldn’t be a coach for the New England Patriots. I’m no Bill Belichick. I played football in junior high. So where do I have the right to all of a sudden later on? Because I think I’d be a great coach to jump in the same thing goes with business. The same thing goes. I mean, the motivation elements scare me a bit too. And this business motivation thing, I said a couple years back, if you need to hire someone to speak to you once a week or more than once a week to inspire you and motivate you to go after your dream, maybe you have the wrong dream. Just saying.

Now, going a little bit deeper, look into the background of these individuals. Look into the courses. They say they’re certified. Where are they certified from? And understand that many of these certifications come down to a passing situation. As long as this coach paid for it, they’re clean and clear. Many of them are not graded or in that grading structure. Hey, if they paid for it, they’re going to get the certificate. It’s included in the program. So looking into that might be a good idea.

Also look into the materials that they are trying to market to you or lure you in with many of these programs, not all put a focus of about 80, 20 on the marketing on a here’s how to get clients. You’ve probably seen it all over social media. Here’s how to get clients. Here’s how to convince. Here’s how to negotiate. Interesting in that that it never seems to come back to let’s base on your authenticity, your authority, your education, your oftentimes it turns into tactics that look like fluff that also look false.

I was sitting at a Starbucks the other day in Winter Garden, Florida, and there was a coach speaking to another coach and coaching them on how to be a coach. And part of the discussion was how to write a book so that you can attract more clients. So in a sense, it wasn’t really the authenticity of a book. It was this. And then there was the explanation of here’s how you can use these models that are out there. And there’s some pretty crazy models where 90% of the book can be written for you.

You tap a cover on, you put your name, you change a couple headers and boom, you have a coaching book. Please look this up online if you don’t choose to believe me. Many of these books are used by many coaches, from health to life coaching to business. And it’s the regurgitation of existing authority to attempt to give off the appearance of this individual’s authority. And that becomes another part of looking in and proving themselves.

Is this particular coach that you’re thinking about connecting with? Are they only sharing other people’s authority, other people’s quotes, other people’s books, other people’s videos? Are they Just pretty much vamping out a message of somebody else’s authority to try to garner popularity and a false authority on their own.

More Players Transcription Continued:

I believe a coach, if that’s the route that you want to go, that can organically, authentically and authoritatively help, you will be able to have plenty of content to share with you. And this ties into the whole bait and switch and the hook of, well, I got plenty to share with you, but it’s as soon as you sign up for my course or as soon as you sign up for our sessions, I’ll give you that stuff for where I stand and I won’t apologize for it.

If an individual coach does not have enough authenticity, experience or authority to be able to share on a daily basis, maybe three times a week or two times a week online through either their own quotes, blogs, videos, audios, their authenticity and their authority on a regular basis.

Excuse me, maybe there’s someone you might want to put a red flag up with. This is all part of, it’s all part of my secret. There are no secrets online. Somebody shared it online. It’s no longer a secret. And oftentimes when they’re sharing other people’s stuff so great, it’s regurgitating and not saying that other people’s methods are wrong.

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More Players Transcription Continued:

However, where is the authority, the authenticity and the engagement of that individual? If that’s not coming through, then maybe that’s not someone to necessarily follow through with. These courses can be store bought. Some of these coaches that will draw you in through a course, they’re pre done, fill out this, do this, do that, all the, I mean look it up, life coaching courses to buy.

How do I write a book? Can you write a book for me? Many of these things are out there and they’re being used to market a false authority, a fake authenticity to draw someone in. And then again, people are using other people’s quotes, then putting their logos and their names down in the corner going, I love this quote. You should absolutely apply this. That’s not saying that other people’s authority is a bad thing.

But if all they’re doing, if everything is based on the authority, intelligence and experience of others, then where does this person have authority, intelligence or experience? Check also for the real reviews. Many of the coaching websites will be set up to have, you know, Jim F. Alex J. John W. Greatest thing. I’m so glad I did the year program. Do these people actually exist? Were they purchased reviews or better yet, were these reviews or testimonials even real people?

Ask that coach, who can I Talk to. Who can I talk to that’s in a similar situation with me? You know, if they’ve. Maybe they’ve coached a millionaire that was able to, that had a great deal of popularity, a great deal of authority. Do they know how to work with someone like you if you’re not a millionaire and don’t have a great deal of popularity? This also goes into looking into the contracts. Are you being forced into a situation where you’re committing for a year and what is inside the accountability of that contract?

Now, yes, coaching is a vague thing, but a statement of work and an understanding of when things or if things are off, that both of you, both parties are able to separate honorably, that can be a beautiful thing. It’s an honorable thing. It’s ethical. If they’re just sitting there trying to dial it in and dial it up, that can be dangerous. There are also background check sites you can look into, see where these people are.

Many not. Well, it is many. Many of these coaching formats will use other names. They’ll revamp the title of their, you know, whatever their coaching product is. So once too many complaints come in a certain way, they can just in a sense, rebrand themselves.

So look a little bit deeper. They might not necessarily be on the Better Business Bureau, but there you can look up right now, you know, reputation management sites, background check sites, Secretary of State sites. Ensure that these people are legitimate. Is this thing set up correctly or are they just following through the.

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I’m just trying to get as quick as I can, quick and dirty and get you in and get you locked in. Many of these false hype and template things, they end up hurting and harming these individuals. So in that too, explain, explain that you’d like to know what is your, you know, what is your outlook? What will we be doing on a regular basis? What am I responsible for? What are you responsible for? If it all comes back to motivation and inspiration, that can be a dangerous place to live in.

So the point being here and looking through that is checking into them, that is taking the time to see if this is something worthwhile. And also, as you look at this, yes, maybe you want motivation, maybe you want inspiration, but is it the time for a coach for you right now, or is it better inside of whatever your product, your service to find maybe a more legitimate course or a legitimate course of action to garner and gain the intelligence? Are you receiving a clear invoice? Are you receiving a statement of work? Is it clearly stated this is.

These are the things that are going to be covered. Now, it’s not that the. And many of these coaches, well, I can’t promise your success. It’s interesting because in their marketing they will. Yet when you ask these questions, they immediately say they can’t and no, they can’t. No coach can. However, you can get a sense, a tone and a sense of the temperature of what they’re going to do. And if they can’t do that, that might be another red flag to look into and to consider and to the coaches.

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Actually. Right before we get to the coaches, let’s wrap up here for looking for coaches. If coaching is what you’re going after, if that’s where you’re drawn to vet, double check, practice your due diligence. Look at the website, look at some background checking.

Consider looking into testimonials beyond what they’ve written on their site. Look for places where you can find authentic information seeds that may be able to help you on your journey and not just a series of people talking about hype and marketing or false numbers, false percentages.

What you need to do what you’re supposed to do. Let it be an authentic, personal and individualized path for you. And if you find that, that may be where you want to be. Now some people, they might want to go the lower rate, but is that lower rate really what where you want to spend? Are those individuals just going after bottom feeders?

Also inside of this, do you get the sense as you look this up that this coach is being as transparent with you as they are with themselves? That’s the biggest problem I have with the communication inside of business that many people marketing right now will use marketing techniques they would never confess to and never admit to.

Just because you have not been questioned, caught, or fined for it yet, does not mean that what you are doing is acceptable, ethical or legal. Consider choosing honor, accountability and transparency over short cuts, lies and deception.

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And yet they’re comfortable doing that to get clients. Did they buy a 90% written book to try to draw you in? Did they buy a book or write a book specifically for clients and not for any other reason? Fine. If that’s your motive, at least admit it. Look for the transparency and the authenticity. Look for that ability.

Are they profiting at the expense of no one? Yes, they should gain as you should as well. This is one of the biggest scam fields now in shifting tactic here. As you’ve done your due diligence, as you’ve checked into things, as you’ve looked a little bit deeper, Better Business Bureau, Google business.

Look into, look into seeing the, the, the, the themes. Has this individual been involved with a truckload of businesses in a very short amount of time? They might be moving toward coaching out of fear and not out of love. And not out of having something for you. So to those that feel coaching is where they want to be, dig deep, dive down.

Look for the authenticity, the authority, the experience. Look for the truth. Not a truth. Look for something beyond the hype. If it’s all marketing fodder to draw you in to sign up to pay immediately and you’re not getting getting a sense on the front side, maybe that’s something to red flag. Now lastly to the coaches and this specifically to the authentic coaches, to the coaches that have experience, to the coaches that have been through an array of business of the world.

Consider everything I’ve spoken about for the last 20 minutes. There are so many people and there are many more of them that are not true. They’re scamming people, they’re drawing people in. Consider the perception of the individual audience that you’re going after with your business and consider what they’re experiencing. The yell, tell sell of many of these false coaches, fake profit kind of vibe.

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Just pushing to get the dollar with your perception and your humility of that. That may help you set up the ability to come off and differentiate yourself without saying oh they’re crap. You’ll be able to share with them what you feel, how you feel, why you are different without saying I’m different, I’m innovative, I’m unique.

Here are a couple core tips. Make no claims. One of the areas where coaches are getting buried are in the claims. If you make a claim, you are hurting yourself on social media now with the algorithm. You’re hurting yourself online with your website. The subjective I feel if you may experience I like to do this because is a lot more powerful and a lot more honorable and a lot more humble than making promises you can’t guarantee. And it’s in that subjectivity, in that opinion that can help to differentiate you from all these other people.

Promising when you have also when you have those reviews, point the review back to an individual or if there’s someone you know that doesn’t want to necessarily have their name online, ask them to can can you be a calling point? Can they email you elements like that? Also it’s fine to share somebody else’s quote and somebody else’s authority, but consider as you’re adding to that sharing why you like that quote, why you like that post that video.

Showcase the authenticity, experience and authority that you have. If you’re using other people’s content, comment authentically and let that only be a small percentage. Understand and consider the tone and the temperature and the optic that you’re in right now, the majority of your field is false. So as you to the authentic coach being true, consider that receive that perception and market off of that perception.

Fake Authors Using AI. Podcast Links and Transcription

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Make the statement, don’t go bashing. It’s not really going to help you to sit here and go, these people suck. But to turn around and ask people, have you considered this? When you’re looking for a coach, you can add elements of telling them what you think looking for a coach looks like to you could be elements that are included in this podcast in your humble authenticity, in the authority and the experience that you have.

Consider moving in a way that moves from hype and moves to substance. Bring them pieces of intelligence. Don’t say hey, crazy tip or best secret or this or that. Draw them in. Let your knowledge plant seeds across social and across your website. Let the marketing come second because a lot of the core marketing in your intelligence and in your authority will market you better than hyping. Oh, I’ve got this super special June special. Great. That can come off well.

One redundant and copying because a lot of people are doing that second off, it can come off, you know, threatening. I gotta do this now. Move away from the fear. Stay in the set of the love. Set the direction. If you don’t have a statement of work, begin to put one together.

If you don’t have a crystal clear invoice, put one together. Set up the accountability. Consider setting up elements where you can talk with someone a couple times that they don’t have to lock into some long term contract so they can build that security and stability through trust earned and not saying trust me.

Publishing a book does not make you an authority or an expert. Authorship does not equal authority.

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Take the time to consider the audience that’s reaching out that you’re reaching out to. And at the same time considering all the people that are reaching out to that audience in that differentiation, in that humility, in highlighting your authentic authority that could be maybe and possibly is better than all the false hype. And at the same time it’s not competing. If someone’s going to immediately buy into the hype guy, buy into the person with no experience.

Why try to waste your time with them if they’re easily convinced to go that other direction? Move on. Take the time to message elsewhere. Take the time again, message in subjectivity and humility. Don’t make the guarantees, don’t make the claims.

Share with authentic true love. Not fear, not hype, not guilt, not pressure. And in those, sharing moments from quotes to videos to audios to the elements of what you have on your website, get that FAQ on there. What are the questions that people ask the most. Pop it into an faq.

Now you’re addressing them. Showcase your transparency to open the doors to that much more of a better opportunity to connect with the type of people that want to connect with you.

I wish you all the best. Have a great day. Have a great night. Have a great morning. This is Loren Weisman. This was the. Wait, what? Really? OK. Brand messaging and optics podcast. And that’s it. Bye.

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Loren Weisman is a Brand Communications and Optics Strategist who specializes in illuminating authoritative intelligence and amplifying authentic experts.

Weisman is the host of the brand communications and optics podcast Wait What Really OK.

© 2011 to 2026 Loren Weisman. All Rights Reserved ® ℗

More Players Transcription for the More coaches on the sidelines than players on the field podcast.

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January 1, 2025