The greatest lier Ryan Holiday

Ryan Holiday's strength lies in understanding and using the online media ecosystem better than anyone else to cleverly create viral content.

In a slang word, you drew ‘aggro’ well.
* Aggro
Deliberately posting content that is controversial, provocative, off-topic, or off-topic on the Internet to provoke an emotional reaction in people. Also called trolling.

Ryan Holiday is a person who has succeeded as a marketer, PR guy, and writer. Sold, and survived through the blog and SNS era with this viral ability.

Apparently, this person's charm is a waste to know only as a self-help book writer.

Encounter: Growth Hacking

 

For some, it will be a self-help book writer. For some, it's probably the person who took the lead in creating a unique campaign and tone for American Apparel.

I first found out about it through ‘growth hacking’.

What is growth hacking?

“A growth hacker is someone who throws away traditional marketing textbooks and replaces them with verifiable, traceable, and scalable methods.”

“These people use email, pay-per-click ads, blogs, and platform APIs as tools instead of advertising, publicity, and money.”

“These people can create and operate their own growth machines that can survive and grow on their own.”

Doesn't everyone have at least one growth machine in their minds?

Let's get the word out. So growth hacking is

1. Appropriately acquire customers who really need this product and
2. Encourage those customers to bring in other customers themselves
3. It is a series of processes to understand customers' usage patterns in detail and continue to use them.

Rather than tracking and validating customers to acquire and understanding them, and distributing advertisements to everyone, we want our services to reach a target audience and be passed on by word of mouth.

It is mainly used in the IT industry and startups because data and technical elements are required to track and verify customers.

It is here that the combination of this book and this Ryan Holiday is interesting.

Ryan Holiday was in the very traditional business of the fashion industry and the publishing industry.

However, I am writing this book with quick situational judgment and execution ability. It is also self-verifying ‘growth hacking’.

What do you mean? First, as soon as Holiday knows and understands the value of growth hacking, he introduces growth hacking into a book by Tim Ferris, which he had to market.

For example, I checked how effective media articles were by tracking links in media articles.

This was something that was not done in the existing publishing industry.

When this method succeeds, Holiday goes further and growth hacks his book from the planning stage.

First of all, we start with a contribution from an online media. I think of this article as the MVP of Holiday.

*MVP (Minimum Surviving Product)
Minimum Viable Product

A product that has only the core and is made quickly so that you can check the reaction of potential customers. When the reaction is confirmed here, a digital book is released.

Finally, by adding corrections to this, the paper monograph I am looking at now has been published.

While I was writing this book, I was working to prove that the contents of this book were correct.

Destiny: American Apparel

When I was wearing ‘Gross Hack’, I wore an American Apparel trench coat like a school uniform.

“American Apparel had less money to spend on marketing, unlike established brands”
“Like other fashion brands, we couldn’t place advertisements on Times Square billboards or hire marketing and PR agencies”
“We are one of the first fashion brands to launch YouTube.” American Apparel was a brand with a clear identity.
(The reason I wrote “it was” is that American Apparel went bankrupt at the end of 2016.)

His strategy was to induce viral through American Apparel's large and bold typography, use of public models, and provocative and sensational images.

From the beginning, Holiday wasn't marketing for everyone.

He didn't even have the budget to please everyone.

Instead, that strategy creates a brand that is definitely controversial and has a clear impression on its target audience.

Actually, I didn't do any data analysis or tracking, but from that time on, I had a growth hacker mentality.

Ryan Holiday's 'Definitive Charm' : Unusual Aggro

Ryan Holiday is the most attractive when dragged into aggression.

You can see it clearly in his aggressive behavior ‘Trust me I’m lying’.

This is a book that shows what tricks he used during PR and marketing, and what the American media ecosystem was like at that time.

Aggro Case 1

Tucker Max was a best-selling author and had to promote a movie based on his book.

how? Destroy the movie poster!!!

Los Angeles, two in the morning, on a deserted roadside. Holiday driving with his girlfriend to destroy a billboard he had made himself. After he's done, he turns around and takes pictures as if he didn't do it lol.

He then sends an email to two selected local bloggers under the fake name of Evan Meyer.

“I saw this last night”
"It's good to know that LA hates Tucker Max"

One of the most skeptical of the two bloggers is skeptical

“Are you confusing me?”

The response of a professional aggressor is calm.
“Trust me~ I won’t lie~” The content of this blog is going viral soon! In the midst of this, Ryan diligently puts firewood for firepower.

He creates his own Facebook page to oppose Tucker Max.

He sends emails to women's groups against the screening of Tucker Max's films.

Viral success after diligent efforts! It will be reported by the Washington Post and the Chicago Tribune!

Aggro Case 2

as said earlier,

American Apparel, where he was the marketing director, had a small amount of money that could be used for marketing and PR.

However, as a PR officer, he had to inform as many people as possible about non-interesting topics, such as legal issues related to the company, in addition to promoting the product.

When the official report alone is not enough to expose it, Ryan Holiday creates a situation as if the last employee received an insider message from the boss.

And they send bloggers that seem to leak that information.

He posted a post with the tag “exclusive” of bloggers who took a bite out of it.
viral success

Today, I learned about Aggro Marketing while watching Ryan Holiday.
What do you think?