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Exposing the lies, steroid use, and unethical marketing.

Image source: Chris Hemsworth’s Instagram page

Deceit is a foundation for much of the fitness industry.

Think back to the early 90s when television bombarded us with fitness infomercials. They sold us the idea that a simple piece of fitness equipment would give us abs in a matter of just “five minutes a day”.

Absolutely no scientific evidence was required. The only evidence we needed (apparently) was how amazing the fitness models in the advertising look.

Social proof is what we marketers call it.

Or bullshit.

It was probably the first time the models had used that piece of exercise equipment. Instead, they dedicate their lives…

The publications where your writing is most likely to be seen.

Increase your chances of your writing being seen on Medium
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Ultimately, we all want people to read our writing.

That’s why we write, right?

Sure, you can write journal entries to read to your cat, but this is Medium.

The problem is that most articles are lost in obscurity, lucky to make a couple of dollars.

Time is money. It takes time to write articles. Therefore, the bang for your buck is because you’re paying with your time.

Mind you, it’s harder to be published when publications accept few articles. But if you are, it’s like the holy grail writing—instant audience.

Hence this article and reach. I was interested in…

It’s a world of fake likes, bots, and celebrities endorsing products they've never used. Is influencer marketing still effective?

Selena Gomez Instagram
Image source: Selena Gomez’s Instagram

Influencer marketing is one of the biggest marketing trends for the past five years.

If you spend much time browsing Instagram or YouTube, no doubt you will have come across a celebrity with a sponsored post promoting some random brand.

The use of bots and fake accounts to artificially create a following have plagued the practice, many brands starting to question whether they receive real value for their spend.

As consumers, we’re also getting sick of inauthentic posts from celebrities endorsing products we know they would never use.

So, are influencers still relevant, or is the practice losing its credibility?

What is Influencer Marketing?

Be remembered, recognised, and liked by customers.

Photo by Nick Youngson CC BY-SA 3.0 ImageCreator — Via The Blue Diamond Gallery

A common mistake from beginner marketers is confusing their business's brand image with their brand identity. I get it. They sound similar and are related concepts.

But they are not the same thing.

Brand identity is what we think our brand is, and the brand image is what customers believe our brand is.

This article explores what a brand identity is, its importance to a business in creating a reputation, and marketing strategies that a business can use to create and grow its brand identity.

How the brand identity influences the brand image

A brand’s identity is its intent to cultivate a specific image in consumers’ minds.


…And nasty. It’s a race to the bottom, and quality suffers.

Gary Vee — Shitty at marketing
Image via Instagram

We see really shitty marketing ALL THE TIME.

Every day. Perhaps, every minute of every day.

In terms of the promotion component of marketing anyway.

I’m a marketing consultant with over ten years of industry experience and a master’s degree. It’s not hard for me to spot.

In this article, I give five examples of marketing becoming really cheap and nasty.

Five examples of cheap marketing

First, we should define what ‘marketing’ is.

“…The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.

Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies…

You might want to look like Arnie or Thor, but your genetics dictate that you won’t. Not without steroids…

Image by Pete Linforth from Pixabay

Many of us desire the muscular physique of our favourite athlete or action movie stars.

Building muscle requires two key things. First, resistance training, such as lifting weights in the gym. Second, consuming enough protein to repair the muscle you just damaged.

That’s muscle-building 101.

If you’ve ticked those boxes, how much muscle can you grow?

We’ve all seen huge guys in the gym who are obviously using steroids. You cannot compare yourself to that. But if you want to build as much muscle as possible without using performance-enhancing drugs, what can we expect to achieve?

This article explores our…

Deciding on the most effective way to interact with the market and its customers.

creating a marketing strategy
Image via Nick Youngson

If you’re a business owner, chances are, you’re not a marketer.

You’re a specialist in your specific industry.

You’ve heard about marketing and its importance for attracting customers. But you might not know where to start with creating your own marketing strategy.

So, what is the process for creating a marketing strategy?

This article will explore this process and its key steps.

What is a Marketing Strategy?

First, we should define marketing and what a marketing strategy is.

Marketing’s goal is to make a product or service as attractive as possible to a group of customers. …

20% of the time, eat whatever you want.

the 80/20 rule diet

Many of us want to lose weight. But it’s hard.

We get on a diet. But it's too difficult to maintain in the long term.

The problem is, diets restrict what we’re “allowed” to eat. For example, Keto cuts out pretty much everything with carbs.

Diets are complicated. Eating shouldn’t be complicated — it should be enjoyable.

We should be able to enjoy food and keep in shape. And we can!

With the 80/20 diet, we can eat anything we want!

But how?

Moderation. Let me explain.

The Problem With Many Diets

Of the most asked “How” questions on Google during 2019 to 2020, “How…

Clubhouse is one of 2021s most hyped social media platforms. But it never really got out of first gear — was it ever worth talking about?

Clubhouse app — was it ever worth talking about
Photo by Kindel Media from Pexels

Clubhouse is an audio-only social media app launched in April 2020. By late 2020, the invite-only business app that celebrities like Oprah and Elon Musk were using was a media darling.

But, the hype seemed a bit manufactured.

I’ve learned over the years that marketers are trying too hard to convince you something is impressive, then it probably isn’t.

If you hear about a social media platform from 10 people, and 9 of them work in marketing or other comms, then it’s probably shit.

What is Clubhouse?

Clubhouse is an audio-only social media network. …

Dr Oz made everything a “Superfood”… But this one really is.

Photo by Dan Bucko on Unsplash

With only 42 calories on average but very nutrient-dense with over 20 micronutrients, the kiwifruit is perhaps the most super of all foods.

The benefits of eating kiwifruit include reduced blood sugar levels after consuming high sugar food, reducing cravings.

This article explores kiwifruit and its many benefits that make it the most super of all Superfoods (probably).

What is a Kiwifruit

Considered a berry, the Kiwifruit is grown on vines, 18 to 24 feet in length.

Kiwifruit is commonly shortened to Kiwi in North America but is not to be confused with the flightless bird native to New Zealand.

Despite the name, the…

Daniel Hopper

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