Prydz Advertisements, A Good Sign For EDM

If you haven’t been on Facebook lately, you might have missed a very good sign for dance music going by on your news feed. The ad is certainly targeted at dance music fans and more specifically at Eric Prydz fans, but that’s okay. It’s still good news because…

Eric Prydz is succeeding widely enough to make Facebook ads worthwhile.

Let me say that again.

Eric Prydz is succeeding widely enough to make Facebook ads worthwhile.

In the past, dance music has been completely underground. The past six years or so have seen it emerge into mainstream culture. Some people don’t like that, while others realize that it’s great news.

Musicians need to eat and house themselves, just like other humans. And to be very successful, musicians need to eat and house the people on their team, too. More fans means more money. So the more fans there are to go around, the better off music producers and DJs are as a whole.

But what does an Eric Prydz ad have to do with this?

Advertisements cost money. To make an ad worth it, you have to expect a certain return on your investment, or ROI. I have seen advertisements for Electric Daisy Carnival and Ultra before. You probably have too. But I’ve never an individual artist advertising.

That might mean Eric Prydz is testing a new marketing tool. It’s a possibility.

But it might also mean that there are many new fans coming into EDM. Suppose we keep seeing these ads around. That would mean they are working.

If the ads work, more fans come into the scene. I bring my friends and they bring their friends. And so on.

Soon, we have people entering the rave slave ticket cycle, unable to afford the now-higher priced artists. So they go check out a new act that someone is talking about in their group chat. Eventually, one advertisement brings another artist a whole group of fans, just from chance.

Let me know if you see the ads.


Decentralized Internet

My idea today is kind of like cheese. It has a lot of holes and some people are gonna really like it. Those holes are explanatory gaps for people more clever than I am to fill in on their own. It’ll happen so long as those people hear this.

Before you say anything, yes, I know. This idea has problems. The neurones required to understand all the problems this idea has probably weigh several tons. And they’re just neurones. So I get it. You don’t have to tell me. Onward.

A few years ago a concept called “blockchain” opened up new possibilities for technology. One of those technologies is Ethereum, which distributes computing power. Or something. I don’t really understand the idea.

What I do understand is this: Suddenly, there are many centralized services that can now be decentralized. We just don’t know until we try. So I’m going to do my best to show how we might be able to…

Decentralize the Internet.

Currently, there are less than ten companies providing the entire Internet service in the United States. All of it. The whole thing.

I understand that there is physical infrastructure involved. In my limited understanding, that seems to be the main function of an ISP: They handle hardware.

The good news is that ISPs contract out lots of their work already. So suppose an Internet token did the following things.

  1. People pay a monthly amount into the token to receive Internet service.
  2. Revenue from the subscription is used to handle infrastructure upgrades in the area, decided upon by locals.
  3. Upgrades and maintenance are handled by outsourced companies which compete via bidding. Some transparency required.
  4. This token based Internet service could slowly replace ISPs. Over time, suppose it took over as the primary distribution method.
  5. Eventually, the Internet could charge its own taxes to cover maintenance costs, acting as a store of value. Some internal mechanism could readjust things, or not.

Note that nothing about this requires there to be only one token provider. There could be a different token for every state in the US. Someone smarter than me could suggest a better way to package that.

I don’t know if this works better with a company handling the tokens, or the government handling the tokens, or no one.

I said there would be holes.

The Nightclub Interview Problem

Today I created a way to respond to something most aspiring club DJ’s dread hearing from a club manager:

“How many people can you bring in?”

A quick disclaimer. I haven’t tried this yet. I assert that it could work, but I need to hear feedback to fine tune the idea. The issues that come up while testing would be useful for adjustments. And it wouldn’t work on every club manager, though it does improve your odds of getting a gig. My hope is that I can use my skills to help someone overcome a challenge that I could not. That would feel great.

So if any bedroom DJs want to try this out while looking for a club gig, a) don’t tell me I said it would work, because I didn’t and b) if you do try it, tell me what happens! Feedback would be a fair repayment if it worked, wouldn’t it?

Now or those of you who have never applied to DJ at a club, you need to know that every single time, the manager asks if you have lots of friends to bring in. This feels annoying because DJing feels like it should be solely about the music (or, if we’re honest, the music and the DJ).

Now if you are a DJ, and the phrase mentioned above triggers you, I have to do you a favor before I teach you how to handle this. I have to bring some reality into the room. You might not like it at first, but you can look back later and appreciate how another perspective helps you improve.

Club managers work for the club. The nightclub mostly exists to make money. It might also exist to help the owner and the staff treat their friends, have fun on off nights, and feel like an acceptable place for indulgences. Anyway, it’s mostly there to make money. And the club makes money by having a full room of people who paid for cover and buy alcohol. So the manager isn’t even looking out for his interests. He’s looking out for his interests and the nightclub’s.

Now my solution. This is an exercise in commitment and sleight of mouth.

For anyone new to persuasion, commitment means something slightly different here. It refers to the idea that you have an immense difficulty disagreeing with something you just said. If you don’t believe me, try disagreeing with your answer to the small question I asked about repayment four paragraphs ago. It will be difficult to do.

Sleight of mouth is a bit new to me. You are essentially leading someone to reframe their own intentions into different terms. You’ll see what I mean in a moment. For now, I can’t resist this example: I think children sort of use it without realizing it, except they don’t have any benevolent end result in mind. “Why?” “Why?” “Why?”

Now we have all the tools we need. Onward.

You are a DJ speaking to a club manager. You want to play there weekly, or whatever suits you. You believe you can handle the job, or that you can learn how. But you haven’t built a social media following and your real-life social network feels unconvincing. So what do you do?

First, it’s important to introduce some non-DJing talents early on in the conversation. Maybe you’re great at photography and video. Maybe you can sell. If you are good, you can probably think of some ways to use them to help at a nightclub. Now read this script and see why that’s useful.

Club manager: So how many people can you bring in?

Aspiring DJ: I’d like to answer your question better. What is the purpose of bringing more people here?

Club manager: We’re a nightclub, we need people here to make money.

Aspiring DJ: Okay, I understand. And in the past, how many people has a good DJ brought in on his own?

Club manager: <some number, which you can give a sincere reaction to.>

Aspiring DJ: So it would be good if I could come close to that amount, and if I could bring more people, that’s even better. Okay. This is actually a great opportunity. I can help the club exceed that value in other ways.

Club manager: What do you mean?

Aspiring DJ: We discussed my skills as a _______. If I used them to _______ and eventually _______, that could help the nightclub’s bottom line, could it not?

Club manager: Yeah, but we still need you to bring in people.

Aspiring DJ: I agree, it’s important to bring people to the nightclub. Have you ever had a DJ offer to help with <those things> before?

Club manager: We had this one guy but he didn’t deliver.

I think this is enough to give you some ideas. The general framework is to ask open ended questions to reveal why a manager needs a DJ who can bring bodies to the club. If you can show ways you could satisfy that need in a different way, you might overcome the requirement.

If you think my post might have value to someone, send it to a DJ friend for me.

How To Spot Limiting Beliefs About Money

My usual is to write something new. Today I’m just reporting what better persuaders taught me.

I wondered how to spot a limiting belief about money, business, and income. My current belief is that it’s hard to spot these beliefs in your own head because, within your perceptions, they seem like reality instead of garbage. So I asked two great persuaders the question.

Note that I ordered their replies reverse-chronologically. You’ll see why.

@JasonL3d’s reply shows how to elicit limiting beliefs. When he says “resistance,” he means something like “logical or emotional repellents to the statement.” These are your mind’s limiting beliefs at work. For example, if I say:

“I can sell a luxury product.”

The first thing that comes to mind is a limiting belief. I’ll get to that limitation in a moment. For now, you’re probably wondering how to get rid of a limiting belief once you’ve identified it.

@IggySemmelweis has a presupposition exercise built into his reply. The idea is that you listen to what a statement presupposes as truth. Then you remove the belief if you don’t like it.

The limiting belief from before came in image format. I pictured a Jaguar dealership and told myself I don’t have enough money to be a credible Jaguar salesman. Which is absurd, by the way. Pass on that one! I can sell a Jaguar if I want to.

Follow @IggySemmelweis and @JasonL3d on Twitter for more persuasion goodness.

The Copypaste Metropolis

I’m about to tell you how Canada can copy-paste as many new cities as it wants. This is based on the idea that North America will probably need to drop the cost of living after automation takes over. Lots of people suddenly won’t be able to afford food and housing.

If you look at a map of Canada, you’ll notice immediately that the cities are all along the southern border. As a Canadian I can explain this layout with two reasons:

  1. Proximity to the United States is good for the economy.
  2. Even a little bit further north, Canada is absurdly cold.

Trade results in people feeling attracted to the southern border. And lots of places in Canada offer the opportunity to see a snowbank the height of your house. Hockey is great and everything, but so is an affordable heating bill.

The great news is that humanity is getting closer to a new revolution in construction. The image I heard recently described a solar city in the desert. I like that because I think desert looks pretty. The transportation, industrial and commercial spaces were imagined underground, which offers enormous improvements to population density. Affordability would also improve in this hypothetical city of the future.

So that’s great and everything. Now while Canada has its own patches of desert, I doubt solar panels work when they’re covered with snow. So what can we do?

Like the desert city I just described, Canada has plenty of space where we can hollow out the earth and start building. In fact, parts of Winnipeg are already like this. I believe students of the University of Winnipeg get from room to room via underground tunnels. That’s because like most humans, the average height of a Canadian is inadequate to walk over a thirty foot snowbank. So we have a head start here.

The idea is that keeping things mostly underground would save costs on heating. It’s harder for heat to escape through solid materials compared to air. The heat from homes could be cycled down into the underground (I presume air would be cleaner if it starts in a house and then enters the roadways). You can imagine as much snow as you like on the surface, and the temperature underground will remain manageable.

One problem is the question of location. Once you open up the snowy parts of Canada for underground settlement, there are many options.

If you read Taleb’s writing, you might anticipate that a government planned metropolis will miss out on the benefits of human disorder. In other words, Toronto and Montreal became successful large cities because others were allowed to fail. Something tells me that loss aversion will keep government officials and the public hanging onto the success of a planned city — even if allowing failure would likely lead to a better outcome.

So suppose construction companies found locations in Alberta, Saskatchewan or Manitoba with a large flat expanse. It would be a great place to practice building underground cities in different conditions. Again, the focus is on getting costs as low as possible. The cities that fail could be converted into industrial space or repurposed for other uses.

This is hopefully better than my plan to flatten Vancouver’s mountain range.

Handling A Fictional Objection

I have more ideas about persuasion than I have opportunities to practice. So my usual habit is to practice in my imagination.

This story is incomplete. I’m giving the minimum details required to make sense. If you like this format, tweet me and I’ll do another.

Now suppose someone just rejected an offer you made. Here’s one way you could handle it.

Agree with their objection and tell them, “I know you have a few reasons to decline. You can think of new ways this could work out in the next few days and let me know as they come to you.”

Then affirm that you’ll contact them at a later date to discuss the matter again.

“I know you have a few reasons…” paces the objection.

“You can think of new ways this could work out…” leads into a suggestion that stimulates creative thinking.

And finally “…in the next few days and let me know as they come to you” adds some time based scarcity. If your offer had some value, their mind probably picked up on it. So you can let the issue go for a few days while the recipient thinks about it before you come back.

I actually don’t know what to do after someone walks away from the table, so there’s that.

If you liked this post, follow me on Twitter. And you might like to check out these fellows too because they are more persuasive than I am: @ScottAdamsSays, @JasonL3d, and @x808beats.

Online Sales Club

In this post I am going to tell you why it’s a lot easier to learn online sales in a group instead of on your own.

As a solo venture, you do the work all on your own, and that includes learning from your mistakes. Your reap the benefits of the experience and your future self owes you gratitude for doing it. But what if you have some friends learning too?

The journey offers a lot of experiences to be shared with others. I’ll address one potential problem to avoid in a group setting in a moment. First, the benefits.

If you are just starting with dropshipping, copywriting, content marketing, the sales pitch, advertising and branding…


And we know from past life experiences that it’s a lot more interesting if you have someone else to share your thoughts with. You can learn from listening to others give you feedback, and by giving feedback on their experiences.

You can help each other learn which services to trust and why. Suppose one person in your group finds a great designer on Fiverr. Another has a past experience with outsourcing their website maintenance. And a third friend is great at writing blog posts.

A small group can learn together as a collective a lot faster than one person can on their own. Conversation about one venture can help someone else in another. Even what you read in passing can have a good influence. Plus it’s fun sharing victories.

Picture a group chat of however many people you like messaging each other and contributing help through work, knowledge and encouragement.

Now a downside. Careful.

In a solo venture, you test your courage by going off into the unknown. Your trust is solely in whatever resources you start with and your own self to guide the way. Over time, you can learn that things generally work out after a few tries. And that’s great.

But in a group setting, a lazy attitude can creep up on you. Maybe one person decides they’ll let everyone else go first on something. And then that behavior spreads.

My suggestion is that this type of problem can be handled in at least two ways:

  • The problem can be privately or maybe publicly addressed. Feel it out.
  • With ritual challenge. Make sure everyone has a turn bringing something to the table.

Right now I’m discussing dropshipping with one friend, and copywriting with another. In real life, I have a friend and a colleague collaborating with me to host a seminar. We’ll see how it goes. I wonder what other products are hidden just beyond my fingertips.

If you were going to sell online, who would you want to learn with?