Brand Communications and Optics Strategist Loren Weisman

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Brand communications podcast is an archives tag for Brand Communications and Optics Strategist Loren Weisman website.

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 9th, 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 also the host of the Brand Communications and optics podcast; Wait What Really OK. * LW Website * © 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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Brand Messaging Mission Transcription
Brand Messaging Mission Statement Transcription from Brand messaging mission statement and message methodology podcast

Brand Messaging Mission Transcription

Released on November, 20th, 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 Journey 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 – Leveraging 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 also the host of the Brand Communications and optics podcast; Wait What Really OK. * LW Website * © 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
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More Players Transcription for the More coaches on the sidelines than players on the field podcast.

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.

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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

More Players Transcription

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.

More Players Transcription Continued:

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.

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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.
[embedyt] https://www.youtube.com/watch?v=kfOQixpMo4Y[/embedyt]

Fake Authors Using AI. Podcast Links and Transcription

More Players Transcription Continued:

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.

More Players Transcription Continued:

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.

More Players Transcription

* Loren Weisman is a Brand Communications and Optics Strategist who specializes in illuminating authoritative intelligence and amplifying authentic experts. * Weisman is also the host of the Brand Communications and optics podcast; Wait What Really OK. * LW Website * © 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
Success Books Explored Transcription
Success Books Explored Transcription from Brand Communications Strategist Loren Weisman on success books Podcast.

Success Books Explored Transcription

Released on August, 31st, 2020

🎙️ Tune In: Listen to this Wait What Really Ok Podcast Episode Brand Communications Strategist Loren Weisman on success books on Apple Podcasts Spotify iHeart Radio Pandora Amazon Music Spreaker YouTube and other platforms.

Success Books Explored Transcription Chapters

Success Books Explored Chapters: 00:00 – Intro to Success Books Scam Exposure 01:10 – False Promises in Success Books 01:59 – Reading 300 Success Books: Does It Work? 03:30 – Questioning Authoritative Success Claims 04:35 – Easy Success Book Writing Traps 06:15 – Hidden Truths in Success Stories 07:39 – Untold Stories Behind Success Claims 08:13 – Success Myths in Music Business 09:18 – Vetting Authors for Authentic Advice 10:07 – Success Books Explored as Sales Pitches 11:19 – Spotting Sales-Driven Success Content 12:49 – Timing Issues with Success Strategies 14:16 – Need for Fact-Checked Success Books 16:03 – Challenges of Writing Quality Content 17:17 – Amazon Bestseller Lies Exposed 19:43 – Opinions Masquerading as Success Facts 20:12 – Checking Originality in Success Books 21:20 – Compliance Issues in Success Advice 22:51 – Closing Thoughts on Success Book Truths Success Books Explored Transcription Text

Success Books Explored Transcription

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 the brand messaging podcast. I’m a brand messaging strategist named Loren Weisman and this is a little angle on success books explored for validity, authority and truth.
Books, books, success books over the last hundred years and it has been a hundred years from what started off as these simple pamphlets to you know, the father, if you will, the Napoleon Hill. I almost said Napoleon Dynamite with these claims that never were backed up about his involvement with the Carnegie’s and these stories that now going backwards, being vetted and double checked, they apparently don’t show up to be true. It’s not that I’m against every success book out there, there are some good ones. I’m just not crazy about stating, read this book and here is your success.

Now that might come off ironic for some of the people that know me because I wrote a book called the Artist’s Guide to Success in the Music Business. However, in defending my title I was calling it a guide and I was asking people that read that book to define what success was for them.

It was a guide for them to apply, for them to decide what success was and then from there for them to choose the path, the information and create that given success that was specifically for them and no one else. So you run into a lot of problems and you have these people and it has become an addiction. When digging into people and success books explored, it is amazing the addiction people seem to have to them.

It’s like sugar. I was speaking at a conference virtually a few weeks ago and one of the guys leads was I’ve read 300 books on success. So I dug into him a little bit and not going to name him out or call him out, but he’s not really that successful. So none of these books have worked.

And yet in this front above the fold thing stating I read all these books so I know success, he wasn’t able to prove that for himself and off of other people’s authority and to a certain extent where that authority just didn’t work for him, he now knows how to build success for you. More interesting, he had a book and this is going to be one of the core points and I’d like you to consider looking into this before you buy that success book, that coaching book or whatever else.

His book was the same outline and the same format and the same information and the same quotes as thousands of other books out there. And it’s not a coincidence and technically it’s not stealing, but it is plagiarism. He was somebody that it clearly showcased. He Bought one of those formatted I will sell you a coaching book. I will sell you a success book. I will sell you a business guru book. Now 90% of this is done.

Fake Authors Using AI. Podcast Links and Transcription

Success Books Explored Continued: All you have to do is insert some stories, change this around, put a cover, put your name on it, and put it out to the people. Where is the authenticity and the truth in that? And in that, how are you teaching someone else authoritative success when you’ve basically taken this other stuff from other people? And I love the ads where the guy’s like, it’s not plagiarism and you’re not stealing it. You’re half right. You’re not stealing it because you license the information.

But it is plagiarism in the definition of the word that you are taking copy, content, written word, passing it off as your own. And still by putting a little bit, 10%, now you’re claiming that’s yours. Some of the things to look out for inside of these dime a dozen licensed out white label success books. Notice throughout, flip through if you’re in the library or if you’re on Amazon, do you see the same quotes from the same people? And coincidentally, it’s not from the authority. It might be one of those.

There was a guy I talked to back in LA a number of years ago, he made the joke about this has got to be the easiest thing to do is write the success book. And he was right. You take a little bit here, you take a little bit there, you flip it around, you pop a story, boom, you got another one. And it’s all saying the same thing. Here’s the thing that to me, though, it goes wrong.

And here’s the thing that if you’re looking for books, if you want to be motivated or you want to be inspired, understand that buying somebody success book, and hopefully they have not made the claims or the promises like many do, but you may learn something about their story, you may learn something about their experiences, something you can learn from, something you can add or embellish to your plan or for that matter, something you can avoid.

Now in all of that though, it’s your responsibility as the reader. This market and there are a lot of snake oil salesmen and snake oil saleswomen out there with this, but it is your responsibility. If this is the type of thing you want to read and you want to study, take it with a vetted grain of salt. Look into this person, look into the story. Also realize many of these people, even the ones that have written the full book or had the ghostwriter had somebody Else write it for them.

They may not know all the elements and aspects of the success that came from about. What I mean by that is. And this ties to the music industry and it ties to women’s wear. I’m not going to name her name right now. It ties to businesses across the board where people state, this is what I did to get successful. And then I came in and there was this investor or there was this opportunity or all of a sudden this. And that happened and boom, this is how it worked.

Except that’s only partially true because. Because some of these people writing the story don’t know the full story. So they can lead you on through a path that’s not a lie. They’re not trying to lie to you. They’re telling it from what they understand. But the lacking pieces that were happening behind the scenes could be devastating if you followed and copied it exactly. Another thing about success books, think about this. There is no common metric. The statistics are all off.

From where the product is to when it came out, to what was happening around to the team that was available, to the financing. There are aspects and themes that can draw and help towards success. But there is no one solid model. And anytime that you take that assumption, you can find the contradiction. Everywhere else you see it. Go back to music.

This is how you write a hit song. And notice that when somebody uses formula A, B, C and these chords and this tempo and this and blah blah, blah, it’s a hit song. And here are a whole bunch of examples. What you don’t see is the complete contradiction of a whole bunch of examples where that’s not true. So it’s not saying it’s not right, but it’s not the end all be all. So maybe the number one takeaway.

If you want to read and you’re a reader and you enjoy this stuff, then take it in, but take it with that grain of salt and realize there might be more to the story than what’s just just there. There might be more of the story that they don’t want to share. There are a lot of people behind the scenes doing certain things to help businesses. They’re not hiding, they’re not trying to make it a secret, but certain people just don’t want it known. I’ve done a lot of work from messaging strategy to brand discovery to certain development where it was a confidentiality agreement.

How My Daughter Changed My Approach Podcast Transcription

Success Books Explored Continued:

So you didn’t know I was there. And these people. And I’ve watched people say, well, we did this. And then we came up with. And they have every Right to do that. Is it completely ethical that they didn’t state we had some help? It’s the same thing with bands. Goes back to the days when I was doing the ghost drumming. I remember turning on the TV and watching a guy explain how he came up with the part. Okay, I was paid a great amount of money to shut my mouth, and technically it was him on that track.

But as he begins to share things that are not true, or all of a sudden they’re shifted into a story or a narrative that don’t line up now, somebody else might be inspired and take a direction that isn’t true. They’ll try to follow that and it won’t work for them. Maybe for a couple other people it does. You have the situation that when you’re looking at a success book, when you’re looking at one of these, to take again, step one, vet it, is it just something out there and inside of it?

Does it feel like it’s a constant sell? These educational books should be, to me, my opinion, stewarding, sharing about that and in the information, in the authenticity and inside of that authority and love that might draw someone to go, you know what? I might. I want to see what that author has to offer. If they can, I can work with them if they’ll come and speak or something like that. Over the constant call to action that shows up at the end of every chapter.

Like you see with a lot of these authors, there are life coaching programs, certifications for business guru courses, and they specifically say, as you begin to get to this point, buy this, buy that, create this thing so that you can have your book and your book will sell you. There was a woman last week that was quoted as saying all content should convert to sales. I don’t agree with that opinion. I think content should convert to connection. Should a body of content eventually convert to sales? Yes. But if all you’re doing and all you have in mind in your writing, go to videos, go to audios.

If it’s all about the sell, then how do people really learn? If you’re just sitting there tidbiting things, how are they going to learn? I try in my podcasts, in the stuff I do with FSG and the stuff in the videos is if you never talk to me, if you never hire me, you still walked away with something that might be helpful or might apply. That to me is solid stewarding. And in that, for me and my experiences, that has helped me engage the right people.

Let’s get away from this 10x concept that continually comes up Many businesses that are saying, okay, we just need to 10x it and take it to the next level, if all of a sudden it went to 10 times, I don’t know if many of those businesses, if not the majority, could handle it or maintain the quality and the authority and the authenticity of what they’ve created. But that’s a different story. So coming back here, looking to see what is that book about?

Is that something inside of that book where you feel like you can grab some tools and put them in your toolbox? Can you grab something and put it onto the palette for the journey, the path, the education you need, and the, and the elements and colors to create where you’re going to go with your business or vision. If you’re seeing some of that, then grab that book.

Grab it right away. Great. If it feels like a sell, it’s most likely a sell. And if it feels like inside of somebody that’s continually bragging about their authority and, and yet inside of that, it’s quotes from everybody else, it’s stories from everybody else. It’s a compound template that was purchased from somebody else. Where is their authority in that?

And really how could they help you then redirecting you to all these other people? Take that time to vet and look into that. And as you read the success, as you read about steps, as you read about a progress, a process, dig further, does that make sense?

Does that apply to you, certain people? And it’s some of the upper echelon authors, they explain a model of this is how you do, and this is how you communicate with people, and this is how you sell.

I know in my experiences and experiences of a lot of people that if you take that approach and maybe you don’t have that large a circle of friends or group of people that have that kind of money, you’re going to offend and close doors. Some of these people said you got to get on the phone call and make these five to ten cold calls a day. And you call them and you tell them and you push. Are you sure it’s the right time?

Success books explored continued:

It’s not saying to stall it out, but again, it’s looking into these books and seeing what, yes, you’re going to have to go into a zone that’s not so comfortable, but are you going to go into a zone that could be chaotic, dangerous and hurt, where you’re going to go look it up?

There are many people, and you can even see it in the Amazon reviews of some of these books, and you can see it in some of Some of these websites where they said, you know what, I tried this and it didn’t work. And then they flipped it around and they put the blame back on the reader. You didn’t try this the right way. You didn’t try hard enough.

Now it’s true, objectively true. You’re responsible. You take something to heart there. You have now believed that it’s objective. You haven’t proved it. And you worked off of somebody that took, took and subjective opinion, put it into their book and wrote it as a fact. You, you subscribe to it as a fact. That is your fault. But at the same time, it’s a fault that we have that out there. And that’s the other part that I want to get to.

Many that are writing right now, there isn’t this standard referent. There isn’t that while they might have an editor or proofreader, many of them don’t have the technical editors. My third book was through Wiley and Sons, and so I had the editor, I had the proofreader, and then I had the tech editor. Anything that I stated outside of opinion had to be technically edited, checked and referenced as a fact. I love that. I think that’s great. I wish that was a standard.

I wish there was a certain level inside of books that it could be listed that, hey, this book has been checked. And even if it had been checked, it was checked across a series of different angles, a series of different attributes. So it wasn’t just, okay, we found this to be true in one place, but it was found to be true and proven in a series of places.

And even in that, though there are expired truths we see inside of the books, the Napoleon Hill books, these concepts that date back to the, to the 30s, to the 40s, to the 50s, there were elements inside there that were absolutely true.

Here’s the problem. You update it, they’re regurgitated. They put it out in a book in 2020, it was true, but it’s not true today. So the next part there beyond vetting and at the same time beyond individualizing, now it’s sitting there and going, is this an authentic modern truth? Does it apply right now? Or is it something that’s going to come into the future? Or is it something that’s expired with the past?

Reading that and reading with that set of eyes can help you avoid mistakes. And also looking for themes, looking for things that have happened that may come back again. It really is a lot more. When you’re looking for the tools, when you’re educating yourself that that it’s not all going to come from one place. We see these books and people are just, I can write a 90,000 word book in 30 days. Okay, can you, are you now sitting here under this goal to state this is what I did and this is how I did it and now buy this.

Can you really put out that many words in a given amount of time and make it solid information? It’s become a challenge for some people and there, I mean so many are out there right now. It’s create that book so you can get more clients. There was a website I was at, it was publish to market and then there was another one, book publishers to get, publish a book to get more clients right in the middle of it. And I’m not going to name the exact website, I’m not going to get myself in that old defamation area here. But right in the middle of it, it’s doesn’t matter what you do.

All you have to do is just format this and showcase this and it’s going to show that much more authority for whatever you’re teaching, training, consulting or coaching on. And this will bring people, and this is how you bring it across to Amazon and how you sell it and how you give your special discount and how you bring up all these elements which many of them showcase as lies. It goes to the last part, the bestseller element.

Success books explored continued:

Everybody’s a bestseller. You can become a bestseller on Amazon very easily. It’s about 350 bucks. And you will move, you can move a book up, give it away for a short amount of time, set it on a schedule so that a whole bunch of people will download it and then whoever’s helping you set this up will get you the screenshot to show at that moment you were what they view as, as a bestseller again. It’s a lie though, because if you look into the program, that’s a giveaway period.

So you are the most highly downloaded by a series of bots and people for your book. And then these people thrust that onto the COVID of a book. So right off of where you’re trying to gain the authority or they’re trying to get a, make it look like you know they have authority to you, they’re lying again in the middle of all of this.

Not that it’s an all out rant about success books. There are some people that are writing inside of humility when they write inside of opinions, when, when they’re transparent, when they showcase the honor, look to see where the story can resonate with you, not necessarily to make it Your story or your path, but to be organically, authentically inspired to look at.

Oh, well, he did 1, 2, 3, 4, 5. I really like the order of that. My 1, 2, 3, 4,. Five might be different because I have a different type of product. It’s a different time. I know different people. I have a different level of financing opportunities. It’s this, it’s that. It’s not these people that want to come out and just state immediately.

They know everything. I was listening to Aziz Ansari’s latest Netflix special. He did this thing in the middle of it, and he talks about this potentially controversial thing and goes to the audiences, oh, how many did you hear that? You know, a small amount of people clap. He goes, did you think it was this or was it that? Little clap here, little clap there. Then he zeros in on one guy in the audience, and he’s like, so did you get it from the Washington Times? Or. I think it was like the New York.

I’m sorry, New York Times or the Washington Post. He goes, yeah, yeah, yeah, it was the Post. It was definitely the Post. He goes, no, it wasn’t, because that story didn’t exist and none of that happened, and I just made that up. Now. He didn’t go. And he even said afterwards, he’s like, I’m not trying to make a fool out of you, but we’ve come to this place as a people.

We’re so tied into opinions that we’re creating commentary and siding with things that aren’t even necessarily real. And that’s what happens inside of these business books, from the people that have had success to the people that feel that writing a success book on business will make them a success. The lead thing here is look into the validity.

Vet it. Look into the authority. Look into the originality. I’m not saying if somebody has a quote or two from somebody else, that’s not bad. That’s not. That is bad. But why are they adding it in there in an area that is so filled to the brim with snake oil salesmen and women and book publishers that just want to punch something out and just sell you so that you’ll be a client, so that then they can sell you on hype, Dig in a little deeper.

Look to see what resonates with you. And even as you might pick up the latest, greatest, or this really exciting book, or I heard this or I heard that, take it with that grain of salt. Take that time to grab the pieces that may go to your foundation, that may go onto your palette that may apply directly to you and add that as an embellishment, as a supplement.

Success books explored continued:

Don’t follow any of these to the letter, because the letter of many of these success books out there was written in a different language, in a sense. And if you take these pieces and take the best pieces, the pieces that inspire you or make you think, wow, I need to look into that.

When it comes to financing, I never thought about that from a marketing angle. I definitely need to check that out. When it comes to compliance, oh, I never knew this. Bring it in. And the pieces that you want to apply the most or you feel the strongest about, do the most research on and see if they’re valid, see if they’re true. See if there are a series of sources that can back that up. And with that responsibility, that approach of love to information, intelligence, and words, as opposed to the fear pressure of many words where they’re just trying to push and force and dominate.

When you begin to look at it, and it’s not being a doubter and it’s not being pessimistic, you’re taking the opportunity to look deeper so that you’re caring for your success, whatever that looks like to you, your path, whatever that looks like to you, and the directions that you’re going to take and the directions that you’re going to accept and apply to your direction. And with the culmination of that, from what you hear online to what you read in a book, to what you study from this class or this certification or what you read over here in this newspaper or this experience or the culmination of it all, you’ll make better choices for you.

This is Loren Weisman. This was Wait What Really OK. My rant, if you will, and my take on success books explored. I hope you have a good day. Wait, What, Really OK.

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January 1, 2025
Amplified Authentic Opinions Transcription
Amplified Authentic Opinions Transcription for the Amplified authentic opinions and intelligence to consider Podcast

Amplified Authentic Opinions Transcription
Released on January 12th, 2021
🎙️ Tune In: Listen to this Wait What Really Ok Podcast Episode Amplified authentic opinions and intelligence to consider on Spotify Apple Podcasts iHeart Radio Pandora Amazon Music Spreaker YouTube and other platforms.

Amplified Authentic Opinions Transcription Chapters

Amplified Authentic Opinions Transcription Chapters: 00:00 – Introduction & Theme Song 01:05 – Opinions vs. Facts in Media 02:03 – Influencers, Authenticity, and Social Proof 03:30 – Social Media Toxicity & User Behavior 05:58 – Authentic Engagement in Marketing 07:44 – Music Industry: Real Feedback vs. Hype 12:01 – Shifting Toward Authenticity in Business 16:33 – Finding Genuine Opinions Online 18:04 – Paid Humility & False Authenticity 19:15 – The Need for Authenticity in Reviews 22:07 – Stop Begging: Organic Reviews & Feedback 24:05 – Conclusion: Amplifying Authentic Opinions Amplified Authentic Opinions Transcription Text

Amplified Authentic Opinions Transcription

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. This is the brand messaging podcast. Wait What Really Ok. And this episode is titled Amplified Authentic Opinions and Intelligence to Consider.

We’ve come into a time, and this is not just in recent years, it’s over decades, where opinions have been shifted and pushed into facts and at the same time, some weak opinions where somebody feels personally very strong about them, they flip the switch and all of a sudden the subjective becomes objective.

Now take it one more step. We can buy and we have bought. And this goes on the spectrum of products, to services, to message, to missions, to beliefs. We can buy opinions. And we’ve lost that sense sometimes when we’re listening.

Many times in the newspapers, it was an op ed, an opinion editorial. And in that, people began to, and have, in especially recent years, they jumped down the throat of a given company or a given news station saying, this is wrong.

Fake Authors Using AI. Podcast Links and Transcription

Amplified Authentic Opinions Transcription Continued:

You’re reporting fake news. Now in that, are they reporting fake news or are they reporting their opinion? Are they finding themselves in a time right now where with that blurry line, with that toxic communication that opinions are seen as facts, and because they’re seen as facts, it is turned into a massive mess because, well, in the end they’re not.

Now, the other side of it is this the influencer, the celebrity, the ideas where people can vote for something and then it’s an award or this view of the best of. And that’s what it’s supposed to be, and that’s what it originally was.

The best of this newspaper or the best of this company, it doesn’t make it the absolute best. Art is opinion, food is opinion, music is opinion. Why do we need to. And it’s for many of us, not all of us. Why do we need to get so incredibly offended? And why do so many people need to shift and push opinions over to the level of facts? We can take an authentic stance, we can respect and have an argument, a debate, a disagreement about opinions without all of a sudden saying that, well, your opinion is this.

So you suck. You’re terrible. You’re an awful person. It’s gotten insane. It’s gotten insane on social media. There’s a quote, and I tied it into the content of this podcast where I am an advocate that social media is not toxic. I don’t see it as being toxic at all. I see aspects of people making it toxic. And then when somebody feels that it’s toxic. Oftentimes it’s because they’re continuing to listen, to pay attention to, to follow, to read, to comment, to engage things.

Amplified Authentic Opinions Transcription Continued:

Now, I’m not that old, but I remember when there was a dial on the radio station and there was that whole thing inside of talk radio, and if you didn’t like what they were saying, yeah, maybe you shot a few negatives across the board, but overall you came back and you just turned the channel, you turned the station, you stopped listening. People not only are listening that much more, but they’re turning it into a war.

Now take this over to awards. It’s a problem with awards if somebody is being awarded something and you can vote dozens to hundreds of times. Some of these are stating the best of this. And really it’s a sense of popularity. It’s a count.

So somebody has nothing to do or they’re stuck at home. They can go on if they want to be reminded and vote every hour or vote twice a day or vote as many times as they want. Where does that bring the authenticity of opinion through? It brings the popularity of opinion and it’s a linearized opinion. If you can vote that many times, where is it fair? Now we also people say, oh, we have artificial intelligence.

Artificial intelligence can track where you are in a given shop and it can see where you’re standing. And from there it can help to make decisions and give data and give intelligence to certain companies based on your moves, where you stop, where you freeze, what you buy, and so on and so forth. There is some truth to that, but it’s not complete truth.

So in a sense, the data is skewed. Let’s look at it this way. Let’s say you are walking along with your child. He trips, falls over, spills his cup, you know, unties his shoe, whatnot. So you stop, you go there to lean down to tie his shoe, to check if he’s now in certain stores that are geo fencing. They have now made a decision and a conclusion that you are stopping and you are potentially interested whether you buy anything off of the aisle on the point where you stopped or not. That’s exactly why it’s artificial intelligence to a certain extent.

How My Daughter Changed My Approach Podcast Transcription

Amplified Authentic Opinions Transcription Continued:

Yes, it has a place in the marketplace, but it is artificial intelligence. It’s not authentic intelligence. The same element happens, let’s say your company, the company you work for, is going under a massive shift and they’re going to require you to fly a whole bunch of times to a corporate base, which is somewhere where you never fly because you work from your Given office, wherever you live.

So now for a period of let’s say six weeks, you have to do a whole bunch of back and forth again.

The artificial intelligence, the data that comes through, it’s for this one time moment now you’ve broken the one month mark. It’s six weeks now.

Data, data is being sent based on that six week period that will probably never happen again for you. This is where artificial intelligence is off and in many cases it’s false. And when people are out there with AI stating this is authority, it’s not necessarily the whole story.

When we take a couple steps back again and we think about what is this cumlinative effect and in knowing that, in knowing a greater level of authenticity, it can allow on the other side of it, companies to make better decisions. Advertising, not to be that much more pinpoint, but to get a better finger on the pulse.

Because beyond the skewed thing of you traveling, let’s say six, over six weeks to Omaha or bending down in front of a product inside of a Target style store that you never plan to buy anything from, there’s the other side where focus groups can be focused to give the answer of the individuals that are looking for it. Focus groups are never clean, at least most aren’t.

When we used to do certain focus groups in Los Angeles, New York, Boston, wherever we could go after it was, oh, we’re going to get information. If we wanted information, we knew how to format that focus group. You could always insert someone, you could insert someone attractive if it was an attractive woman, if it was more men.

There were elements in the ways that you could skew, adjust and falsify data to get the answers of what you want to push it through. And not necessarily saying the sale isn’t going to work because we pay influencers as a whole. We’re paying certain influencers, they have X number of followers and so we’re going to pay them to say what they like.

And it’s cool because there are some new influencers coming up that are saying, you know what, I do want to get paid, but I’m not going to touch anything. I genuinely don’t stand behind. And I really applaud that. It’s a rarity, but I applaud it greatly now. In the same way, inside of the music business, record labels, managers, music investors, music moguls have spent a lot of time working the system. And some of them in a very authentic way, some of them in not so authentic ways to try to find out things, to build and create trends. And yes, trends can be created.

Brand messaging blueprint strategies for creative careers.

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Hit songs can be made in the studio with the marketing plan behind it to figure out how this will go out, how it will attack the audience that viral out of nowhere, success. More often than not, there was a success plan behind it.

Now, I’m not saying that that would completely change or that will completely change, but what if the music industry as a whole had the intel, the data and the intelligence of people not that they could vote a hundred times, but that they could only vote once, that they had to listen to a certain part of the song, that they were able to give a certain level of feedback. And from the sixth grader to the person with 6 million followers, that they are both accounted for in their vote and in their opinion.

All in all, we’ve lost that authentic aggregation to popularity. It’s this idea of we’re going to put this in front of an influencer, we’re going to create this tone, we’re going to receive this, we’ll push this kind of marketing, we’ll get this person to like it, we’ll get that person to like. And I’m not saying that’s necessarily going to stop because it’s not.

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However, a shift inside of and will start in music. And let’s say that it goes to books, let’s say it goes to cars, let’s say it goes to sports, where people are respected for their opinions and that data collected in respect becomes aggregated and it amplifies and which is the name of this episode, Amplified Authentic Opinions could be some of the best intelligence and the best data that we take into 20, 21 and beyond.

And what I mean is getting that person that has that thought, they’re able to add their thought. And yes, it’s still to a certain extent a popularity contest, but at least inside of that popularity, it’s organic, it’s authentic and it has integrity to it. Many of the biggest award shows are fixed. Many of these award shows where people say, well, I’m a voting member, okay, your vote doesn’t really count. Maybe your vote counts for X, but it doesn’t count for Y.

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Many people will go out when it comes to awards. They will buy a nomination, they will buy a nomination to be awarded. And many of those people that you see online, on social, with certain business awards too, as well as music, as well as books, they’re buying their way into nominations, they’re buying their way into wins.

On Amazon, you can purchase a best selling book and it’s not a best seller. I’ve mentioned it a couple episodes ago. You can spend a certain amount of money, your book will move up the ebook, not the physical by any means.

It’s a giveaway. And during that time in a series, air a series element, middle of the night, whatever, you’ll get a screenshot that a whole bunch of robots and a whole bunch of people that were on at that time will download that book. And in turn, you were not really a best seller.

You were a best giveaway to a whole bunch of robots. But now you have a best seller ranking for a minute, they give you a snapshot of that. And just as quickly as that shot is taken, that ranking goes away. And many people are beginning to recognize that inside of books too.

So when we step back from being the best song here, from a whole bunch of people where they were buying the likes and these buys go all the way up to the top tier artists. You may have seen in the news about people like Beyonce. And this is not defamation of character. Whether it was her or her management or whatnot, stuff was purchased to make more likes appear, more comments appear, more downloads appear, more streaming appears, more streaming appearances. In that it gives this sense of just look popularity, popularity.

Authentic messaging strategies for transitioning businesses

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And this is where another part where when we shift to authenticity, couldn’t we all, regardless of your business or your service, consider moving some of these awards, some of these claims, some of these hypes below the fold and amplify your message and authenticity about what you’re sharing, about what you’re giving to people.

This is a best selling book. I’m a critically acclaimed. This I have this many followers on Twitter. We see this every single day. But. But we can change it to go to authenticity, to go to integrity with our businesses and our products and our services, to invite with the lead about what that product is, what that business is, what that service is, to not buy the reviews, but more so to ask to go to that authentic aggregation to ask people what they think and share.

These are the reactions that we’re getting and that at the same time, not oh, I’m so humbled to hear this but a little bit more of, you know, being able to put out and this is for the company level to be able to put out marketing that consists of an organic, authentic, amplified aggregation of opinions and not bought opinions.

Bot views, bot likes, bot salespeople, you can still market, but you can do it with a heart and with a moral compass that could draw that many more people to you. And at the same time from a corporate level, how much money could be saved Inside of that authentic opinion data to be able for, you know, get away from the book thing for somebody to begin to ask questions and ask in the wider scale.

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Reaching out you may get, you know, and really setting up kind of a campaign system where at certain times you could ask certain people. Okay, I want to get a sense because I think this may be the market. It’s not just like vague everything, but asking people and respecting people for their opinions, allowing people to feel a part of something, allowing them not to get that little box.

And you know, if you’re listening to this when it just came out, this is shortly after the holiday season. I don’t know how many people ordered from Amazon, but this new model of you have a $5 credit, you have a $10 credit as long as you go on and review this. So now you have a 5 or a $10 credit because you were forced to review.

I want to read the reviews that were not forced. I want to hear the opinions of people of what they genuinely think and they were not set to say. This is that I want to see resources and a hub where artists, chefs, authors can break out with their art, breaking a hit, breaking through, giving a sense of the journey so that not only does it give them the right kind of data of where they should aim, where they should aim. Are you going to be more college audience?

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Are you going to be a high school audience? Are you going to be an adult audience? What are the reactions that are coming back? Yes, there are focus groups, there’s all sorts of stuff out there, but the authenticity is oftentimes shoved down for the popularity.

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The number and the count is what makes the difference. And that’s why the numbers are off and the counts are off. And it’s why people are spending more and more money on marketing, because they’re shoving it into people’s faces and a lot of these faces don’t want it shoved in their face.

Flip the switch. That marketing, that investment, that advertising going toward a group of people that really has organically, authentically been tested or asked or requested and at the same time respected for their opinion.

It may be a more gentle engagement in. I think this is a two way thing. I think there’s an aspect of this organized aggregator of authentic opinion being just as great as it respects the individual, the consumer.

But what a wonderful tool for companies, for products, for services that want to take the step to choose authenticity, to choose integrity and to not try to hype something, to put it in a certain direction that in the end may end up Sending them in the wrong direction to the wrong audience. I believe aspects of the popularity card are going to die out to a certain extent. I believe that we’re coming into a time that people are starting to see through the hype.

This past year, from the quarantines to all of that, some of the light shows, the laser, the smoke, the stuff on stage, what people were able to do, some of that’s been revealed unmasked for what it isn’t, for the lack of truth.

And I believe from music to the arts to books, to products, to services, the authentic message and an understanding of the authority of data that comes from an authentic opinion could be everything, could be the nourishment of these companies and the respect to the people that are sharing to get that authentic message.

I know I’ve said the word authenticity or authentic a dozen times, if not more. Okay, more. But in this. Haven’t you ever had that moment where you were looking up and you just. You went through that Amazon review and then you finally realized, wow, here’s one negative review, A couple threes, couple fours, and then it’s a onslaught of fives.

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Because oftentimes those were purchased. When you see certain people and they say, oh, I’m so humbled to win this award that I nominated myself for by paying for it, or I’m so humbled to have this best seller on Amazon that they lied about because they purchased a position and even in that they receive this bestseller tag, but it’s a lie.

It’s false. Better so for people to get a chance to read. And yes, okay, certain products are going to have to be given away and maybe you might have to give a couple more away because you can’t just go to this small little audience to fake it anymore. It’s 2021.

Let’s be real. Let’s differentiate and show with the authenticity in marketing. Let’s step away from these hype people that are saying how important it is to have that script, to have that format. You’ve got to push these people.

They’ve got to know, like and trust you. I’m tired of know, like and trust. I don’t need to like the person that’s selling me a certain item. I don’t need to trust them. I need to know what that product is. I need to be able to know some of the vetting on that product. I need to know some of the authentic opinions on that product.

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The experience is on that product. And from there, I can choose off of that data to make the best decision. You could be the most, you could be the coolest guy in the world, the coolest girl in the world. I don’t really care about liking you. And a lot of people are starting to step away from that. It’s coming to a place of authenticity, it’s coming to a place of integrity. And we’re hungry for it. I believe we’re hungry for it. I believe we deserve it. I believe that we’re at a time where it’s not about spotlighting someone for popularity, but more so spotlighting a person. A book, a song, a record, a vehicle, whatever else you can think of.

A restaurant, a product, a project, a service. Because it’s true to heart. And it’s not someone that just went in and five started and said this is the best, but someone with the authenticity and the subjective opinion to say it’s the best. And it’s the best to me, and here’s why.

A game that ends in the hype of popularity that can be purchased and we flip the switch to this authentic aggregation of information that serves as the best data for the arts, that serves as the best data for products, that serves as the best data to get a pulse of what people are thinking, what they’re really thinking.

Because a lot of people are afraid to say what they’re thinking these days. Wouldn’t it be beautiful to in the culmination, in the respect of people in their opinions, in the deflecting or the muting or the nulling or the turning down of all the hype, the popularity and the false stuff to try to create this presence that we amplify authenticity, that we amplify authentic opinions and we derive data and decisions and what we share and how we share it based off of that, instead of going to the latest motivational sales pitchy two minute scripty template.

You need to do this on LinkedIn, you need to do that on TV, you got to do this on radio. Here’s how you do this, here’s how you do that. We come back into the half truth, expired truth, false truth and no truth examples of engagement.

When we aggregate authentic opinion and we amplify that we are respecting the individuals who feel like their opinions matter, who will take the time. It’s not begging someone. Don’t forget to five stars. Don’t forget to do this, don’t forget to do that. But more so, we’d love to know what you think and here’s a place or here’s some places you can go where your opinion is taken into account and not just counted.

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And then the culmination of that gives the best data, the best intelligence and the best understanding. So that brands, companies, products, services, from the music moguls to the authors to the publishing companies to the car dealerships, to even inside of sports, can get their finger on an authentic pulse of what’s beating, what isn’t beating, how it’s working, how it’s not working, and it’s not dirty, it’s not nulled, it’s not turned down, it’s amplified with authenticity to deliver the authority data that I believe we’re all hungry for and I believe we deserve.

And I believe based off of that, it could make marketing, it could make messaging, it could make advertising cleaner, crisper, full of greater integrity, and at the same time that much more enjoyable to experience and learn about new products, new songs, new books, new cars, and in a way that doesn’t feel so toxic and doesn’t feel so forced.

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I believe in taking these steps, even on the smallest levels or the biggest levels, could make social media a little bit more social, it could make marketing a little bit more engaging, and it could make learning about all of these different products, all these different services, and most about all these different people, what they authentically want, don’t want, like, don’t like, and really how they feel. That’s the podcast. That’s my rant for today.

My name is Loren Weisman. This is the brand messaging podcast. Wait What Really Ok, this episode was titled Amplified Authentic Opinions and Intelligence to Consider. I hope you consider some of these things and more so I hope you find that there was a little bit of intelligence in this rant. Have a good one. Wait What Really Ok.

Amplified Authentic Opinions Transcription

* Loren Weisman is a Brand Communications and Optics Strategist who specializes in illuminating authoritative intelligence and amplifying authentic experts. * Weisman is also the host of the Brand Communications and optics podcast; Wait What Really OK. * LW Website * © 2011 to 2026 Loren Weisman. All Rights Reserved ® ℗ * Amplified Authentic Opinions Transcription for the Amplified authentic opinions and intelligence to consider Podcast

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January 1, 2025