Working the Media to Grow Your Business

How do you get the media to come to you? How do you get them to recognize you as a news source – someone they can call when they need your expertise on their story?

You want to appear as the authority in your field and a good source of continuing news content for them. For example, if you’re teaching fitness online and there’s a new study that says doing naked jumping jacks burn twice as many calories as doing them with your clothes on, you want the media to contact you for a quote or to answer a few questions.

And wouldn’t it be nice if each time you launch a new fitness course, you could get interviews in newspapers, in magazines, on the radio and even on television? Like a snowball rolling downhill – gathering speed and quickly growing in size – once you do get interviews, you can leverage those into more credibility with your current and future customers. As you become recognized as an authority, members of the media will become more willing to run your press releases and do your stories.

Make no mistake, print media is still very influential. These days we tend to talk about social media, social influence and so forth online. But we sometimes lose sight of the fact that there is a real-world out there with print media – newspapers and magazines, as well as radio and television. And appearing in any of these media gives you instant credibility you simply cannot get through social media.

One thing that’s especially important to understand is why being in the news is vastly superior to advertising. When you purchase ads, it’s assumed you can say pretty much what you like as long as you don’t violate any laws. Is it any wonder people are immediately skeptical of advertising claims?

But when you’re in the news it’s an entirely different matter. Journalism is for the most part fact-based – or at the very least, people believe it’s fact-based. Viewers and readers assume what they hear in the story is true, that it’s been verified, and that there is no ulterior motive for the story (such as parting them from their money.)

In a nutshell, advertising raises defenses and news lowers defenses. As an aside, next time you write an ad, whether it’s a sales page, an email, etc., try framing it in the style of news and see if your conversion rate doesn’t increase. Fortunes have been made with just this tip. Think about it.

In the 1950s the Federal Communications Commission in the U.S. created new regulations to limit and govern the commercial content of television. The worry was that the lines between paid advertising and news were becoming blurred and consumers were being fooled. But then in 1984, the American President Reagan eliminated those regulations. Result? The infomercial. Now you had extra long commercials that were staged like talk shows, news shows, etc. with the sole purpose of selling products. And it worked better than anyone even dared hope.

What’s my point? Get you, your products and your website into the media spotlight. Or at the very least, make your advertising look and feel more like news than just another sales pitch.

There are two basic methods for getting into the news. The first is to be the subject of a news story. Examples might be that you’ve got an especially provocative, titillating or controversial product worthy of being news, or your business is holding an event to raise money for a worthy cause. This gets you into the media eye for short bursts of time, but each time you want to get back into the media, you need to come up with another brilliant, newsworthy idea.

The second method is to become an authority in your field – someone the media turns to for quotes, to answer questions, to explain information to their audience and so forth. This gets you into the news on a more frequent basis, although with less splash.

Both methods are good, and together they can create more free advertising than you could hope to buy in a lifetime.

If you’re thinking that you or your business could never be featured in news stories, you’re probably right. The very first thing you’ve got to do is get your head around the fact that you or your business can indeed be newsworthy. If Wayne Gretsky missed 100% of the shots he didn’t take, then you’re going to miss 100% of the media opportunities you allow to slip by because you’re not confident you have what it takes to be news.

There isn’t time or space here to give you the full rundown on getting into the media – entire books are written on this topic alone. For example, Free Publicity: A TV Reporter Shares the Secrets for Getting Covered on the News by Jeff Crilley is, in my opinion, an especially good one.

What I can tell you is this: KNOW for a fact that you can get into the news, because you can.

Be ever vigilant for news opportunities, and when you see one, don’t hesitate to jump on it immediately.

Submit stories to your local newspapers, television shows, local websites, etc. This is well within almost anyone’s comfort range and it’s a great place to start.

Work towards becoming a featured columnist or editorialist in your local publications. Getting your smiling face and great advice in front of local readers on a weekly basis will get you business. Start by writing letters to the editor that do not sound like commercials. In our fitness expert example, you might note that you’re seeing more overweight children in the neighborhood, and offer 3 tips their parents can use to motivate their children into activity.

If you can retain ownership of your columns, do so, even if it means allowing the paper or magazine to run them for free. This way you can send those columns to other publications as well.

Let your local reporters know that you are an authority in your subject they can call on when they need help with a story. When they call, drop everything and be as helpful as possible. Do not appear self-serving – put their need to get the story accurate and finished ahead of your desire for publicity. 9 times out of 10 they will cite you as a source. “According to local expert John Smith, …”

More Tips For Getting Into The News:

– When pitching your own stories, keep in mind the question every reporter and news editor is silently asking: “Will my audience care about this story? If so, why?” Get familiar with the kinds of stories your target news outlets publish and tailor your own press releases accordingly.

– Anticipate trends in your field of expertise and the larger implications of those trends. In other words, be at the forefront of news whenever possible instead of chasing it. Show how this new trend will affect the readers of the publication.

– Be the odd man out. If a story breaks and everyone in the media is in lockstep on what this story means, take the opposite view. If a reporter is looking for something different or even just to balance out their own story, they will be anxious to talk to you. Note: Be sure you can back up your point of view with facts or examples.

– Know what a reporter has written before approaching them. Tell them you enjoyed their article on propagating ferns when you pitch them an idea to write about the exotic plants you’re selling by mail. A little honest flattery and attention goes a long way to getting your own free publicity.

– Forget small talk. Are you calling a reporter to pitch your story? Or is she calling you to get your perspective? Get to the point. The reporter will appreciate that you respect they’re under a deadline.

– Do the reporter’s work for them. When you send out a press release, make it read like a story in the newspaper. You’ll be surprised how many times they will print it just as you wrote it.

– Relax. Sometimes your stories will be picked up, other times they won’t. It may take time to get recognized as an expert reporter can call on – simply continue to get your name out there.

Have fun with this. You may find it slow going at first, but persistence pays off. And the more publicity you get, the more you will get because publicity begets publicity. Something you do today such as sending out a press release or making contact with a reporter may not pay off for days, weeks or even months. But as long as you are offering newsworthy stories and/or expert help in your niche, continuous effort nearly always gets rewarded.

Marijuana May Boost, Rather Than Dull, the Elderly Brain

Senior mice treated with THC improved on learning and memory tests

By Stephani Sutherland

Picture the stereotypical pot smoker: young, dazed and confused. Marijuana has long been known for its psychoactive effects, which can include cognitive impairment. But new research published in June in Nature Medicine suggests the drug might affect older users very differently than young ones—at least in mice. Instead of impairing learning and memory, as it does in young people, the drug appears to reverse age-related declines in the cognitive performance of elderly mice.

Researchers led by Andreas Zimmer of the University of Bonn in Germany gave low doses of delta-9 tetrahydrocannabinol, or THC, marijuana’s main active ingredient, to young, mature and aged mice. As expected, young mice treated with THC performed slightly worse on behavioral tests of memory and learning. For example, after receiving THC, young mice took longer to learn where a safe platform was hidden in a water maze, and they had a harder time recognizing another mouse to which they had previously been exposed. Without the drug, mature and aged mice performed worse on the tests than young ones did. But after the elderly animals were given THC, their performances improved to the point that they resembled those of young, untreated mice. “The effects were very robust, very profound,” Zimmer says.

Other experts praised the study but cautioned against extrapolating the findings to humans. “This well-designed set of experiments shows that chronic THC pretreatment appears to restore a significant level of diminished cognitive performance in older mice, while corroborating the opposite effect among young mice,” wrote Susan Weiss, director of the Division of Extramural Research at the National Institute on Drug Abuse, who was not involved in the study, in an e-mail. Nevertheless, she added, “while it would be tempting to presume the relevance of these findings [extends] to aging humans … further research will be critically needed.”

When the researchers examined the brains of the treated elderly mice for an explanation, they noticed that neurons in the hippocampus—a brain area critical for learning and memory—had sprouted more synaptic spines, the points of contact for communication between neurons. Even more striking, the gene-expression pattern in the hippocampi of THC-treated aged mice was radically different from that of untreated elderly mice. “That is something we absolutely did not expect: the old animals [that received] THC looked most similar to the young untreated control mice,” Zimmer says.

The findings raise the intriguing possibility that THC and other “cannabinoids” might act as antiaging molecules in the brain. Cannabinoids include dozens of biologically active compounds found in the Cannabis sativa plant. THC, the most highly studied type, is largely responsible for marijuana’s psychoactive effects. The plant compounds mimic our brain’s own marijuanalike molecules, called endogenous cannabinoids, which activate specific receptors in the brain capable of modulating neural activity. “We know the endogenous cannabinoid system is very dynamic; it goes through changes over the life span,” says Ryan McLaughlin, a researcher who studies cannabis and stress at Washington State University and was not involved in the current work. Research has shown that the cannabinoid system develops gradually during childhood, “and then it blows up in adolescence—you see increased activity of its enzymes and receptors,” McLaughlin says. “Then as we age, it’s on a steady decline.”

That decline in the endogenous cannabinoid system with age fits with previous work by Zimmer and others showing that cannabinoid-associated molecules become more scant in the brains of aged animals. “The idea is that as animals grow old, similar to in humans, the activity of the endogenous cannabinoid system goes down—and that coincides with signs of aging in the brain,” Zimmer says. “So we thought, ‘What if we stimulate the system by supplying [externally produced] cannabinoids?’ ”

That idea does not seem so outlandish, considering the role of cannabinoids in maintaining the body’s natural balance, says Mark Ware, a clinical researcher at McGill University, who was not part of the study. “To anyone who studies the endocannabinoid system, the findings are not necessarily surprising, because the system has homeostatic properties everywhere we look,” meaning its effects may vary depending on the situation. For example, a little marijuana may alleviate anxiety, but too much can bring on paranoid delusions. Likewise, cannabis can spark an appetite in cancer patients but in other people may produce nausea. Thus, the detrimental effects seen in young brains, in which cannabinoids are already plentiful, may turn out to be beneficial in older brains that have a dearth of them.

These chemicals also work to maintain order at the cellular level, McLaughlin says. “We know the endogenous cannabinoid system’s primary function is to try to preserve homeostasis within a given brain circuit. It works like an internal regulator; when there’s too much [neuronal] activity, cannabinoids suppress activity to prevent neurotoxicity.” Restoring that protection might help safeguard the brain against cellular stress that contributes to aging. “A critical takeaway of this study is that they used low doses,” Ware says, considering that different doses could have entirely different effects. It would be difficult, if not impossible, to translate the dose they used in mice to a human equivalent, “but it’s clear we’re not talking about vast amounts. We don’t know what would happen with higher doses.”

Scientists do not know exactly how marijuana affects older adults, in part because they have been focused squarely on younger people, who are thought to be at greatest risk. “Because of the public health concern, research has had a very strong focus on marijuana’s effects in adolescence,” Ware says. But although young people make up the largest group of cannabis users, their rate of use has remained relatively stable over the past decade even as the drug has become increasingly available. Meanwhile use among seniors has skyrocketed as the drug’s stigma has faded. A March study showed that in people aged 50 to 64, marijuana use increased by nearly 60 percent between 2006 and 2013. And among adults older than 65, the drug’s use jumped by 250 percent.

The researchers do not suggest seniors should rush out and start using marijuana. “I don’t want to encourage anyone to use cannabis in any form based on this study,” Zimmer says.

Older adults looking to medical cannabis to relieve chronic pain and other ailments are concerned about its side effects, Ware says: “They want to know, Does this cause damage to my brain? Will it impair my memory? If these data hold up in humans, it may suggest that [THC] isn’t likely to have a negative impact if you’re using the right dose. Now the challenge is thrown down to clinical researchers to study that in people.”

Zimmer and his colleagues plan to do just that. They have secured funding from the German government, and after clearing regulatory hurdles, they will begin testing the effects of THC in elderly adults with mild cognitive impairments.

Use a Powerful P.S. to Get People Clicking

The P.S. in marketing originally came from direct mail promotions. Prospects would often go straight to the bottom of the sales copy to find the price before reading the letter. By inserting a powerful P.S., the marketers were often able to pull people back into the copy and read the entire message.

Today we use P.S.’s in online sales letters and emails, but the purpose has changed slightly. After all, we usually don’t put a price in an email, and the price in an online sales letter is often hidden in the copy. If your sales letter does prominently display the price at the end of the letter just prior to the P.S., then I highly encourage you to use what we call the Recap P.S., where you recap the greatest benefits to your offer. Again, this should draw them back into reading your sales message.

When the price does not appear at the end of your sales message, such as in an email, you have much more flexibility in what you place inside your P.S. Make no mistake – the P.S. is still very powerful and people will sometimes scroll straight to the end of the letter and thus read the P.S. first. But now you can use it to different purposes besides recapping the greatest benefits. Here then are 10 different P.S.’s to consider using. And no matter which kind you choose, always follow it with the link you’re promoting.

1. Use a testimonial. A testimonial is a great way to overcome your readers’ doubts and get them to click the link. And it can also be a sneaky way to restate a benefit at the same time.

For example: “P.S. Since using the ABC product my life has changed dramatically. I now have total confidence that I can accomplish anything I set my mind to. In the last month, I’ve received a promotion and a big fat raise, and I negotiated a very favorable deal on a brand new house that saved me $80,000 off the market value.”

2. “Oops I forgot.” This can be almost anything you want, so long as it’s important.

Examples: “P.S. Oops, I forgot to tell you, this is a dime sale and the price is rising rapidly.”

“P.S. Oh, forget to tell you that everyone who orders by midnight gets to have lunch with The Guru.”

“P.S. Hey, I forgot to mention that this is the exact same information I used to get the phone numbers of 17 beautiful women in one evening.”

3. The extra discount. You’ve given them the benefits in the email, now get them to take action with a discount offer.

“P.S. The next 5 people get a 25% discount just for opening this email. How cool is that?”

“P.S. When you order by midnight tonight and you use discount code BBB, you get $20 off the sale price. But you must order by midnight and you must use the discount code, no exceptions.”

4. The treasure hunt. Tell them exactly where to find a golden nugget of information or the biggest benefit of all.

“P.S. As soon as you’re on the page, read the headline and then scroll to the big yellow box with the cherries. Third cherry down – that’s the exact method I used last week to earn $4,390 in 22 minutes.”

5. Give them a visual to look for. If you have something really enticing on the page, tell them to go find it – in a round about way. Yeah, I know this one is hokey – but it flat out works.

“P.S. Did you see the treasure chest above on this page? Well, that was just to alert you about the 10 money saving tips you’d be crazy not to review right now and make sure you’re taking advantage of.”

6. Bait the hook. Use your P.S. as bait, emphasizing the greatest benefit or main selling point from a different angle. Let’s say your product teaches people how to make money online.

“P.S. While this product will make you an absolute money magnet on the Internet, it will also instill a new confidence in you that carries over into every facet of your life, making you more successful in everything you do.”

7. Urgency. We touched on this in earlier examples. If the price is increasing or the product is about to be pulled, you’ve got a reason for them to hurry over to the url or order page.

“P.S. The price is rising with every sale.”

“P.S. Only 99 of these will be made available, and 82 of those have already sold.”

“P.S. Donate by midnight tonight and every dollar you send will receive a matching donation, doubling your contribution and enabling us to help twice as many kittens.”

8. Don’t Decide Guarantee. The most difficult part of making a sale can be getting them to DECIDE to buy, right? So remove that step altogether with your guarantee and emphasize it in the P.S. Your goal is to remove all risk from their decision making so that it appears they really aren’t deciding anything today. Highly effective.

“P.S. Remember, there is no need to decide today. Try our miracle wax product free for 30 days and if you’re not thrilled with your car’s shine, you’ll pay nothing.”

9. The Bonus. Use your email to cover the product, and then in the P.S., you introduce the bonus you’re offering when they purchase from you.

“P.S. Take action today and I’ll personally send you The Giant Offline Marketing Course for free. This is the exact same course I sell for $197 (show proof of where you sell it) and I will not be offering it for free ever again.”

10. More Proof. Are you making a claim that’s difficult to believe? Offer some kind of evidence or proof.

“P.S. Don’t take my word for it – Harvard’s 5-year excitability study shows abc product outperforms its closest competitor by 71%.”

“P.S. Millie Walker of Hope Springs Eternal, N.J., tried ABC product and her sunflowers were 3 times the size they were the previous year.”

The P.S. is one place you can get creative, have fun, and even be silly. Some marketers tell a quick joke in the P.S. Some use more than one P.S., using a P.P.S and even a P.P.P.S.

The one thing to keep in mind:
The P.S. is valuable real estate
– use it wisely.

P.S. This P.S. left intentionally blank. 🙂

Why Your Email Newsletter Is Not Getting Opened by Subscribers (And How to Fix It)

If you write a quality email newsletter then you know that it takes a lot of works to produce. So isn’t it extremely frustrating when you look at your stats and see that only a small percentage of your subscribers even cared to open your newsletter and read it?

Here are 3 reasons why newsletters don’t get read, and the corresponding tips for making your email newsletter eye candy that your readers can’t wait to devour…

1. Too many product pitches. If your newsletter only pitches products, your readers will get tired of always being promoted to. Instead, give them some great content that is helpful; information that they can USE and benefit from without having to purchase anything.

This way they’ll become accustomed to opening your newsletters for the great content, and when you do pitch a product, they are more likely to read it and respond.

2. Your content is boring. Whoa, that one hurt, didn’t it? No one likes to think they’re boring – yet we might be and not even realize it.

The solution? Tell stories. Nothing captures attention as stories do. I once had a teacher in school who tried for weeks to pound dates and names into our heads. It was his first year teaching, and he just couldn’t figure out why we were doing so poorly on the tests. Finally, he started telling history in story form, many of the student’s grades shot up overnight.

See what I mean?

3. Your newsletter is hit and miss. This week you send it out on Monday and next week you send it on Wednesday. Then you miss two weeks, and finally, you send it out on Friday.

Let’s face it – people get used to routines. Their favorite show is on Thursday night at 8:00 pm and they know it. Their newspaper arrives every morning at 6:00 am and that’s when they expect it. Their paycheck arrives every other Friday at 3:00 pm, and that’s when they look for it. And your newsletter should be no different. Pick a schedule and then stick to it, no matter what.

The #1 Factor to Online Business Success

As an online marketer, there are 3 kinds of speed you need to focus on to be successful.

The speed of your customer service. If a customer emails you today, you need to answer today. If you can’t, hire a virtual assistant. If you can’t do that, then at least set up a help desk that lets customers know what hours you work, so they know when you will be getting back to them.

Your website speed. How long does it take for your website to load? For every second added to a website’s load time, the conversions decrease by a shocking 2% to 7%, and page views are reduced by 1% to 2%. That’s per SECOND. In addition, Google factors in loading speed when determining the ranking it’s going to give your website. I’m not going into a technical tutorial here, so I suggest you Google how to make your site load faster and take it from there – or suffer the consequences.

That sounded dire. Sorry. I’m eager to get to my third point, and that is:

Your own speed. When you have a great new idea, how long does it take you to act upon it? When your customer gives you a brilliant new product request, do you begin today? Tomorrow? Or do you put it off until never? When you’re in the shower and you have a brilliant thought on how to increase subscribers, do you put it into action now? Or will you “get around to it?”

I’ve found that if I don’t act within 24 hours on a new idea, I will almost certainly never act on it. In addition, if I do act but I wait until I get it perfect before rolling it out – it gathers dust and becomes a total waste of my time and resources, along with an almost imperceptible blow to my confidence and self-esteem.

I have a theory, and it’s this: Each time you have a brilliant idea but don’t act upon it, you’re one step closer to dying the death of a thousand cuts. Sure, one or two is no big deal, but they add up. Pretty soon you’ve got a long list of brilliant ideas that never saw the light of day, and your business is stalling.

Speed to paramount to success. You almost can’t have one without the other. I encourage you; take something you’ve learned or thought of today, and begin work on it RIGHT NOW. Outline what you need to do to get this idea off the ground, and then do the first thing on the list. When that’s done, cross it off and do the second. Have it done by tomorrow? Yes, tomorrow.

I guarantee; you’ll become addicted to speed and your business, your confidence, and your income will thank you.

Secrets of High-Paid Affiliate Marketers

If you want to know anything, ask someone who’s already been doing it for a while. In other words, someone who actually walks the walk instead of just running their mouth.

So who better to ask what new affiliates should do than seasoned affiliates? Here are some suggestions from the pros themselves:

Provide lots of value. The key to getting visitors to return to your website time and time again (and buy from you time and time again) is to provide useful content they need and / or want.

So what’s “useful?” That depends on the topic. If you’ve got a website on how to drive web traffic, then naturally giving them lots of great info they can use on how to get more traffic is going to be useful. However, if you run a humor site, then providing content that is genuinely funny might not be “useful” in the traditional sense of the word, but it’s what your visitors want.

Bottom line: Give them what they want and they’ll come back for more.

Here’s a little trick: Instead of focusing on “making money,” focus on creating value and the money will come.

If you wait until you’re ready, you’ll be waiting for the rest of your life. Are you still “getting ready” to be an affiliate? Make the decision to just do it. So what if your website isn’t perfect or your emails aren’t perfect? I’ll let you in on a little secret: They never will be, no matter how long you wait. So just jump in and start swimming – the water’s fine!

Do it with passion. You can be an affiliate in ANY niche – so why not choose a niche you’re passionate about? It’s far more fun to review a product or write a blog post on a topic you love, rather than one you feel complete and total ambivalence for.

Watch out for the picture in your head. You imagine sending out one email and getting a 50% response rate, or doing one PPC campaign and raking in $10,000. Then it doesn’t happen. Then you get discouraged. Then you procrastinate. And pretty soon you’re out of the business entirely. Why? Because reality didn’t match the picture in your head.

Here’s the news: That picture in your head is what you’re shooting for – it’s not what’s going to happen the first day or maybe even the first year out of the gate. Like anything else, you work your way up in affiliate marketing. You get better. Your list gets bigger. Your website gets more traffic. You become more attuned to what works and what flops like a dead mackerel. And one day, you finally match that picture in your head. But it doesn’t happen overnight.

Worrying won’t change the outcome. You write an email to your list and you worry you’re saying the wrong thing, you worry you’ll make a stupid typo, you worry no one will open it, you worry no one will buy the product you’re promoting, you worry you’ll get hate mail or everyone will unsubscribe… etc.

What a colossal waste. I can tell you from experience that worry has never once changed the outcome. Worry is a useless emotion that will drive you bonkers if you let it, so just let it go.

Thinking you’re too late. There are affiliates out there making six figures a month – maybe seven figures. You should have jumped on the affiliate wagon 10 years ago, now it’s too late. Right?

Wrong. You have to start somewhere and sometime. Right here and right now is absolutely the best place – it always is. And if you think that just because you’re starting from scratch, you can’t be effective as an affiliate – bear this in mind:

“If you think you are too small or too new to be effective, you have never been in bed with a mosquito.” That’s a quote from Betty Reese.

Mosquitoes only live for two weeks – guaranteed they don’t worry that they’re “too late” to bite the bejeebers out of you – they just DO it.

Think of it this way – Those who went before you have laid the groundwork for you to be successful.

Comparing yourself. This goes right along with thinking you’re “too late.” If you’re trying to compare yourself to the mega-watt affiliate who pulls down six figures a month, you’re just hurting yourself.

“Comparison is the thief of joy.” -Theodore Roosevelt

Knowing and doing are two different things. Getting your first affiliate payment is like getting your driver’s license – you’ve only just begun to become a great affiliate or driver. It’s when you’re driving your car every day, or getting paid every day, that you’ll find you know what you’re doing and you’re actually DOING it.

Know your partners. Before you sign up with a network or an affiliate program, do your research. See if someone has had a problem with them if their products are good, if their customer service is stellar, and if they treat their affiliates well.

Focus focus focus. You’ve got 5 different niches and 7 outstanding ideas and you’re going in 12 different directions at once. Know what happens when you pull someone 12 different directions, or even just TWO different directions? They either don’t move, or they get pulled off balance.

Build one website at a time. Make it profitable. Work on it some more. Once you have a very firm foundation, then and only then should you consider going in a second direction.

Optimize for ONE search engine. If SEO is your method of traffic generation and you optimize your website for Google, don’t get smart and then optimize your website for Yahoo or Bing – you’ll get penalized for this by Google. No, it’s not fair, but it is a fact.

Only promote products you are familiar with. If just one time you promote a product you haven’t tried yourself, and it turns out to be a lousy product, you’ve just ruined your reputation with everyone on your list who either bought that product or already knows it’s junk. Why risk it? Only promote products you can whole-heartedly recommend.

Test everything. Even if the biggest guru gives you what sounds like the best advice, it still might not work for your niche/website/audience. So never assume and always test.

Establish trust. This runs throughout everything you do, whether it’s the information you impart, the products you offer, etc. The more transparent and trustworthy you are, the more people will trust you when you suggest they make a purchase.

Become an authority in your niche. Whether you do it by creating your own products or by surrounding yourself with authorities is up to you. Best scenario – do both.

Affiliate marketing is one of the fastest ways to make money online because most of the work is already done for you. Apply these secrets and start getting paid like the pros.

4 Myths About Protein That You Need to Stop Believing

By Brad Dieter

There are lots of strange “facts” about protein. What’s true and what’s bro-science? Learn which protein myths need to die (plus research to back it up!)

Protein is my favorite macro.


Because steak is awesome, protein shakes are the greatest invention of the 20th century, and I like building muscle.

So naturally, I get a little frustrated when people spread falsehoods about my favorite macro.

Now, seeing that I am a scientist and I value the truth, I think I should stand in on behalf of protein and defend it against some of the popular myths about it.

1. Protein Wreaks Havoc on your Kidneys

“Go easy on the protein shakes bro, you are going to wreck your kidneys.”

If I had a dollar for every time I heard or read that protein was going to hurt my kidneys…. well… I would probably be retired and blogging full time.

Recently, Dr. Jose Antonio did a study to answer the following question, “Basically, if we stuff you full of protein (like 4g/kg a day) what happens to your kidneys and your blood tests?”

Well, it turns out that if you take healthy young men and cram them full of protein and have them lift weights, their kidneys are just fine and it had no effect on their blood work1.

These people ate about 270 grams of protein a day for 8 weeks and their kidneys and blood were just fine.

This myth really, really needs to die.

2. Protein Makes Your Bones Brittle

For some reason some doctors and scientists got some nonsense in their heads about protein making your blood acidic and that it caused calcium to be “leached” from your bones to buffer out your blood, effectively making your bones brittle and weak.  Turns out, that is entirely untrue, the hypothesis has been refuted by several lines of evidence.

First, a study directly addressing this question found that a diet high in protein had no change in biomarkers of bone resorption or formation, indicating that a high protein diet has no adverse effects on bone health2. This evidence supports the notion that high-protein diets are not detrimental to bone health.

Second, we know that high-protein diets actually increase calcium absorption in the digestive tract, and increased blood calcium elicits calcitonin release from the thyroid and promotes calcium deposition in bone tissue. To this point, there have been several studies supporting the idea that increased intestinal calcium absorption due to high-protein diets may actually improve bone health3,4,5.

3. High Protein Diets make you Gain Weight

I thought of a lot of clever ways to put this, but to quote one of the most prolific high protein diet researchers in the field (Dr. Jose Antonio):

“You gain weight. No shit. If you lift weights and eat a bucketful of protein, you will likely gain lean body mass. But here’s the kicker. If all you did was overeat on protein (i.e., in our study, subjects overfed on whey protein), you would likely lose weight. And not muscle mass my friend. You’d lose fat”.

No joke, in 2 separate studies where they overfed people protein6,7, those who took in extra calories from protein lost weight. Don’t believe me? Here is the data (data is adopted from reference 6.)

If you look at the data, taking in extra calories from protein actually causes you to lose weight, specifically body fat.

I guess we can bury this myth as well.

4. High Protein Diets Make You Stink

Another common myth that circulates around the interwebz is that high protein diets make you smell funny. Well… this can be true but not for the reasons most people think.

First, in a lot of the anecdotal stories of people smelling bad from high protein diets, it is because they immediately assume that to eat high-protein you have to be low-fiber, low-carb, and low-fat. So yes, if you eat a high protein, low-carb, low-fat diet, your sweat might smell like ammonia due to all the urea you sweat out when you train hard.

There is a really easy solution to that. Eat some carbs and eat some fat.

There have also been some reports of high protein diets causing people to have bad breath… I hear toothbrushes and toothpaste work great for keeping your mouth clean and smelling fresh.

Step Your Knowledge Whey Up

You may not be the biggest and brightest bro on the block, but after reading this article, you should be armed with the knowledge to combat even the vilest science offender.

Exercise science is an ever-evolving field, so in order to keep up with the latest research, you must be willing to set aside your personal biases in order to question long-standing myths.

Don’t just take my word for it though, dig into the studies and take the time to think critically. Information can’t always be spoon-fed and if you want the full picture, it’s going to take time to dissect the details.

  1. The effects of a high protein diet on indices of health and body composition – a crossover trial in resistance-trained men
  2. A diet high in meat protein and potential renal acid load increases fractional calcium absorption and urinary calcium excretion without affecting markers of bone resorption or formation in postmenopausal women.
  3. Diets higher in dairy foods and dietary protein support bone health during diet- and exercise-induced weight loss in overweight and obese premenopausal women.
  4. Protective effect of high protein and calcium intake on the risk of hip fracture in the Framingham offspring cohort.
  5. Dietary protein and skeletal health: a review of recent human research.
  6. A high protein diet (3.4 g/kg/d) combined with a heavy resistance training program improves body composition in healthy trained men and women – a follow-up investigation
  7. The effects of consuming a high protein diet (4.4 g/kg/d) on body composition in resistance-trained individuals

Tips To Create The Perfect Elevator Speech

You’ve heard of Elevator Speeches – those short ‘blurbs’ we offer when someone says, “What do you do for a living?” The online version is the words we place inside our website’s header. It should be short enough that if you were on an elevator with someone, you could spit it out before the doors open.

It should be meaningful enough that your listener hears and understands what you’re saying. And it should be intriguing enough that they want to know more. And that, as you know, is a tall order for something that lasts under 30 seconds.

Regardless if you’re sales prospecting, speaking, asking for money or simply networking, your audience makes up its mind about you in the first few minutes.

And because the time allotted to give an Elevator Speech is short, and you’ve got to grab your prospect’s attention fast, every word counts. That’s why I’ve compiled the top 9 tips to make your Elevator Speech rock. You pick and choose which of these tips is right for you:

1. Don’t overload it with information. Instead, stick to 3 main points: What, why and how.

The “What” of your Elevator Speech explains what you do in basic terms. Don’t get fancy here and don’t use technical terms. Saying, “We are a software company” works. Giving a 2-minute dissertation on baseband cross-platform scalable default configuration doesn’t. (BTW, I have no idea what I just said there.)

The “Why” of your Elevator Speech explains why you exist. What problem do you solve? What bad thing do you prevent or what good thing do you make possible? “We send kids to college who otherwise couldn’t go” works. “We make widgets because we love making widgets” doesn’t.

The “How” of your Elevator Speech is how you do what you do. Simple, right? How do you send kids to college who otherwise couldn’t go? By matching them with grants, loan programs, and affordable colleges.

Here’s the ultimate test: If you gave your elevator speech to someone over 70 and someone else under 12, would they understand it? If not, try again.

Here is Guy Kawasaki’s elevator speech for his Alltop website – and while it’s a little longer than I would prefer, it definitely hits the mark: [Alltop] is a website where we aggregate news for all the topics. Think of it as an “online magazine rack.” We enable you to find the most relevant and recent news instead of the 30,000,000 matches that Google shows you. We do this by aggregating all the best news sources onto one page and displaying the five most recent stories from each one.

2. Open your Elevator Speech with the name of your company and follow it with your products and services you provide. Don’t speak in generalizations – this is your chance to show how different you are. Assume your listener doesn’t know your area of business, so don’t use jargon and acronyms.

Next, outline why your product is needed and what problems it solves. This makes your business real to your listener and shows how it makes life easier or more productive for your customers. Practice your speech over and over again, and deliver it with confidence and enthusiasm.

3. To make your pitch persuasive, you’ll want to be clear, credible and compelling.

We’ve already covered being clear – if the average person who isn’t in your industry can easily understand what you’re saying, then you’re on the right track.

So how can you add to your credibility? It’s not by comparing your business to someone else’s – it’s by telling what your business has accomplished. Even if it’s that you’ve signed your first 2 clients or you’ve held your first class, state your achievements rather than trying to tear down any perceived competition.

To be compelling, your solution should represent a dramatic improvement in your niche. Being a dollar cheaper or 2% faster isn’t enough, but showing a 2x improvement may make anyone sit up and take notice.

4. Don’t talk about yourself – talk about what you accomplish for the customer – how you provide the customer with value, solve the customer’s problem or give the customer opportunities.

5. Anticipate objections and head them off before they happen. Let’s say your company is doing what others have tried and failed at. “Why have all previous attempts to achieve ___ failed? Because they didn’t ____ (What you are doing.)

6. Avoid adjectives and phrases that have been done to death. “Proprietary, revolutionary, next-generation, state-of-the-art, synergistic, etc.” Words like these have been used so often that we no longer believe them.

7. When delivering your elevator speech, keep your body open. Don’t cross your arms, hold your hands in front of or behind you, or do anything that takes up less space. If anything, you want to be more expansive which shows you’re confident in what you say. For example, arms out to the side, or hands-on-hips, or gesturing are all fine.

8. To generate enthusiasm in your listener, all you have to do is show your own passion for your product, service or company.

9. Once you’ve made your Elevator Speech, exchange contact info and follow up with a phone call, email or some kind of communication the next day. Don’t wait – people soon forget.

A New Caffeine? What You Need to Know about Teacrine

By Brad Dieter

Teacrine is a new ingredient being used in pre-workout formulas. Learn what the research has to say about the supplement & why it might be helpful to you!

There is a famous saying, “Beer is proof that God wants us to be happy”.

My saying is, “Caffeine is proof God wanted us to actually get something done and not kill each other in the mornings”.

I think my saying is better and far more accurate. Also, I am convinced that caffeine has saved more relationships than beer has saved.

Caffeine is the bee’s knees. In fact, it is one of the most effective, legal ergogenic aids and is the key ingredient in almost every single effective pre-workout supplement on the market.

There is a fundamental problem with caffeine though: you habituate (aka you build up a tolerance).

Do you remember that glorious first day you took a pre-workout?

You slammed that sweet, delicious nectar of the gods, walked into the gym and simultaneously felt like you could rip the squat rack out of the ground and you might die from an anxiety attack.

Now when you take the same supplement you maybe feel a little blip in energy but that once Herculean feeling is gone.

The ideal supplement to aid training would be one that can be used to elicit a similar effect of caffeine without the habituation. You want the 100th dose to give you the same feeling as the first dose.

This is where Theacrine is paving a new path: all the pick-up, none of the habituation

Theacrine: What is it?

Theacrine is a small molecule found in plants. It has a molecular structure very similar to caffeine and in plants, is derived from caffeine (Figure 1). Aside from plants, it is being manufactured synthetically in laboratories for research, sports performance, and behavioral modification purposes.

Since its chemical structure is highly similar to caffeine, it functions very similarly in the human body with its main mechanism of action being to alter adenosine signaling in the brain; precisely how caffeine works.

It also impacts dopamine (the feel-good hormone) which is the reason it has also been shown to have small effects on improving mood.

There is one very interesting aspect to Theacrine, it looks like it may be much more resistant to developing a tolerance to (aka habituation) than caffeine. Habituation to caffeine often occurs within days.

In a small, preliminary study, scientists found no habituation or development of tolerance. While this was a small study and needs to be replicated it provides very strong hints at the potential of Theacrine as a new, effective caffeine-like supplement.

The one study that noted stimulation with Theacrine failed to find any tolerance over the course of seven days, a time frame where caffeine would normally show tolerance1. This suggests that the body either does not or may have a reduced tolerance to Theacrine, but this requires more research (including oral studies) to assess further.

Theacrine as a “pick me up”

We can’t be 100% on our game day 24 hours a day, 7 days a week. We often need something to push us through long days or hard workouts. I refer to caffeine as my “go juice” as it usually gets me rolling on my work at 4 AM. I also use it to power me through my midafternoon slump. Although by now my afternoon “pick me up” has turned into an entire pot of coffee.

Theacrine may fill this role and allow people to consume Theacrine without needing the dose-escalation I’ve hit (a whole pot of coffee means more time emptying my bladder than working…. this seems highly counterproductive to getting more work done by drinking all the coffee).

In one study, Theacrine showed tremendous promise as a caffeine replacement. Compared to a placebo, people consuming 200 mg of Theacrine experienced lower levels of fatigue. As with all things in science, findings need to be replicated in order to be considered meaningful. Indeed, a completely separate, independent study showed very similar findings2.

Theacrine as a sports performance supplement

Theacrine has shown very similar effects on perceived fatigue in people and works very similarly to caffeine, suggesting it may also be a great supplement to improve training.

While 200 mg of Theacrine appears to reduce fatigue, doses of 275 mg have been shown to increase time to exhaustion, meaning you can train longer (Abstract presented at the 2017 International Society of Sports Nutrition).

Currently, the upper end of the range of dosing has not been well established and we don’t know where consuming more equals more performance or just is a waste of supplement.

Pairing Theacrine with Caffeine

As Theacrine and caffeine work on the same pathways it is likely the co-consumption may improve Theacrine’s performance.

One unpublished study (being in the research world has its perks) did demonstrate that consuming Theacrine along with caffeine increases the efficacy to Theacrine supplementation. The whole may indeed be greater than the sum of its parts.

Soooo will it kill me?

Going beast mode and training hard is legit, but if you die from consuming something crazy and can’t train anymore you will experience the ultimate loss of your gains. Anytime a new supplement hits the market the very first thing that needs to be done is a test of its safety.

Overall Theacrine gets a two thumbs up for safety for most of us young, hungry gym-goers. Scientists took 60 men in their late teens and early twenties and gave them 300mg of Theacrine, 200mg of Theacrine, or placebo (lame) for 2 months and looked to see if anything wonky happened with their hearts or their overall metabolism.

Basically, they found what my grandpa used to call, “what the little boy shot at”… nothing3. Resting blood pressure looked awesome, resting heart rate was rock solid, breathing was fine and nothing crazy happened with their blood lipids or their glucose. Theacrine passed the bar with flying colors. It looks pretty darn safe.

The Wrap Up

We all need a solid go-to supplement to help push through a brutal Friday afternoon in the office, an early morning or late night training session, or even something to give you some steady focus and a little pep in your step during your daily routine.

Caffeine is awesome for that, except you habituate to it and you have to scale the dose to ridiculous levels after a while.

Theacrine has emerged as a potential supplement to fill a role caffeine-filled for decades and most evidence suggests it is more resistant to habituation than caffeine.

  1. Locomotor activation by theacrine, a purine alkaloid structurally similar to caffeine: involvement of adenosine and dopamine receptors.
  2. The effects of Teacrine™, a nature-identical purine alkaloid on subjective measures of cognitive function, psychometric and hemodynamic indices in healthy humans: a randomized, double-blinded crossover pilot trial.
  3. Safety of TeaCrine®, a non-habituating, naturally-occuring purine alkaloid over weight weeks of continuous use.

The 12 Dumbest Social Media Mistakes

Social media sites provide an unprecedented opportunity to network and grow your business online. Don’t throw away this golden ticket by making these 12 costly mistakes!

1. Posting long, messy, nasty URLs. Use a URL shortener like

2. Posting too often. Rein this in by posting only when you actually have something significant to say.

3. Not spacing your posts. Sending 20 posts in 10 minutes and then not posting the rest of the day is – well – dumb.

4. Not making sense. Posting, “ARGGHHH” with no other information just annoys people. Post complete thoughts that actually mean something.

5. Too much personal stuff. You’re doing social media to promote your business or service, right? Then keep it 90%+ business and less than 10% personal.

6. Being boring. Posting that chocolate tastes good (No! Really??) or that you had cold cereal for breakfast is so……..
~ yawn ~
Excuse me, I fell asleep for a second.
See what I mean?

7. No picture. Yes, you need a profile picture. And yes, it should be a good one. If need be, pay to get your portrait taken – it’s worth it.

8. Wrong picture. Your profile picture needs to be of YOU, not a puppy or a cheerleader (unless the puppy or cheerleader is you.)

9. Not giving credit or attributing the wrong source. Give credit where credit is properly due. Always.

10. Being wrong. Again, check your facts if you’re unsure.

11. Being a jerk. No matter how much you disagree, the other person is never an idiot, a moron or a jack***. Remember, once you put it on the net, you can NEVER take it back.

12. Getting political. You’re entitled to your own politics, but they have no business mixing with your business. Keep them 100% separate at all times.

13. Using TrueTwit. Someone wants to follow you, so you punish them by making them click a link and enter CAPTCHA code? What a great way to frustrate new followers and lose them in the process.

14. Ignoring shares and RT’s. Someone retweets or shares something of yours, what do you do? If the answer is nothing, you lose. Instead, THANK them for sharing your content and start a conversation.

15. Spamming. Think about community, relationships and building trust as your first priorities. Yes, you can send out an affiliate link now and then, but most of the time you should be sending content or having a conversation.

Most marketers using social media make at least 3 of these mistakes regularly… But not you. You’re smart. You read this article, and are going to use social media wisely, and profitably from now on!

Don`t copy text!