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How to Turn Haters into Raging Fans

Ways for you to get the customers streaming in.

Perry Marshall



Attract-Customers-Strategy-Business Leadership

Ever heard the common wisdom that business owners scare away prospective customers when they are too open about their stances in politics, religion or any other subject that might spark controversy?

Anyone who still thinks that is true should look at Fox News, with its edgy conservative stances. It consistently crushes CNN’s more neutral news coverage in the ratings.

Pick a side and stick to it

It’s more powerful to be polarising than it is to be neutral.

I am an evangeliser of the idea that the 80/20 ratio – 80 of sales often come from 20% of customers – applies to many things. What if 80% of your sales came from the 20% of buyers who either really love you or hate you?

Sure, not everybody should do it. I don’t particularly do this with my consulting business. I don’t have a fight to pick for my business – but many other business owners do.

I certainly have raised my profile on the side with the hornet’s nest I accidentally kicked when it came to my website It takes the position that the existence of code proves design in living things, and the atheist position is not scientific because every single code we do know the origin of is designed.

This argument landed me in one of the world’s largest atheist discussion boards, the Internet Infidels Discussion Board. (You can see a summary of this debate and the responses at

Soon my talk “If You Can Read This, I Can Prove God Exists” was getting discussed on more than 2 000 websites. The episode made me far more famous among people who advocate the design argument than anything I could have without the participation of the atheists.

Related: Richard Branson on Building a Strong Reputation

Being controversial can work in your favour – sometimes

It doesn’t take politics or religion to stoke such controversy, either.

Health systems, genetically modified anything, gluten, vaccinating children – these are all things that spark fierce arguments. What in your industry could allow you to do the same?

Here are tips for inciting arguments that juice sales:

Find your Goliath. The real power of this is you can get the attention of people who hate you much easier than from people who like you. If you want people to notice you, go into the enemy camp and sink a rock into Goliath’s head. Then chop his head off and hold it up by the hair for all to see. Everybody will notice who you are. You go from shepherd boy to king overnight, as those who agree with you rally to you in the fight you started with the enemy.

Make your enemy your customer. They may end up becoming your best customers. If you sell a controversial book, probably 10% of your customers will be people who hate you. They will become a market for your book, and they will write half the Amazon reviews. Hate can be a powerful motivator. Can your business channel it?

Attack legitimate weaknesses. This is about exposing a truly embarrassing weakness in your opponent, not just annoying them. Most people who are on the line are afraid to walk across the line and poke someone in the chest to say that person was wrong. Doing so will surprise your opponent and win attention among supporters. It sure did when I showed that every single code whose origin is known to man is designed. I demonstrated that the other side had no scientific support for its position.

Be doggedly courageous. If you’re going to do this, you have to be persistent for the long term. You have to be constantly a thorn of your opposition. This is war. So decide whether you have time as an entrepreneur to be fighting a war.

Pick a field of battle. In every market, there is a small percentage of super-rabid enthusiasts that pay attention to everything – whether model airplanes or stereo equipment. They always know the score. Let’s say you come up with a breakthrough, something that truly disruptive: A model airplane that flies 10 times as far, a superior speaker. Your strategy should be to find a way to clearly demonstrate your product in some kind of competition or venue where people say, “Wow! This guy really backs up what he says!”

Employ these strategies, and you may be turning controversy into sales in no time.

 Related: (Slideshow) 60-Seconds To Developing a Pricing Strategy


Could this strategy work for your business?

Perry Sink Marshall is an American online marketing strategist, entrepreneur, and author of several books, most notably the bestsellers Ultimate Guide to Google AdWords and Ultimate Guide to Facebook Advertising.


Company Posts

A World Of Opportunity Awaits With Peli Peli

Business ownership has always been the entrepreneur’s way of shaping their future. If you’ve always wanted to experience life in the US, this is your chance.

Peli Peli




Global media has been reporting that the chances of non-American citizens being granted access to move to the US are getting slimmer with the new administration. However, there is still one channel of access that allows people the opportunity to relocate that hasn’t been amended by the presidency.

The EB-5 Visa programme was created by Congress in 1990 to stimulate the US economy through job creation and capital investment by foreign investors. Under a programme initially enacted as a pilot in 1992, and regularly re-authorised since then, investors may also qualify for EB-5 classification by investing through regional centres designated by USCIS based on proposals for promoting economic growth.

The question most commonly asked by foreign investors is where to start selecting a relatively low-risk company to invest their money into. One such entity that has been granted designation under the EB-5 programme is the restaurant group Peli Peli.

Built-in success

Peli Peli is a South African cuisine restaurant that has gained incredible traction in the competitive American restaurant industry. They currently have six successful branches opened in the Texas area. Peli Peli Vintage park, which opened in 2009, generated revenue of $5,3 million in 2016.

Related: The Pros & Cons Of Owning A Restaurant Franchise

Peli Peli Galleria opened in 2015, and had $5,2 million revenue in 2016. Peli Peli Kitchen, their first fast casual concept, opened in October 2016 and reported revenue of $2 million in 2017. Peli Deli, a downtown fast food casual lunch concept and Peli Peli Cinco Ranch, which opened in February and July 2017, respectively, are both showing incredible growth to match their predecessors.

At least two more locations will be opening in 2018, and as all new Peli Peli locations have historically generated positive cash flow within the first year, the company expects to increase its revenue exponentially.

The power team behind the brand

The restaurant chain has garnered popularity, and won a multitude of awards, including Best Service & Best Atmosphere — Readers’ Choice Award (Houston Press) and 2013 Diners’ Choice Award winner for the Top 100 American Fare Restaurants in the United States (OpenTable). Peli Peli is also rated in the top ten in Houston, Texas (which boasts over 12 000 restaurants) on both Tripadvisor and Yelp.

The Peli Peli trio who own the business are Chef Paul Friedman, Thomas Nguyen and Aiki Tran. These three dynamic businessmen have their own share of accolades to speak of. Chef Paul, who is a born and bred Joburger, has been a contestant on Cutthroat Kitchen for multiple episodes on the Food Network. He won the People’s Choice Award and was placed third as a judge in the Gumbo Smackdown 2014. He received the 2013 Chef of Chef Awards in the 9th Annual Houston Wine and Food week, as well as being the 2013 Cadillac Culinary Master. He was also one of 60 Houston Chefs to be listed in the book Best Chefs America.

Thomas Nguyen, who is Chief of Marketing for Peli Peli, graduated from the University of Texas School of Law and was a former litigation attorney. He was the Houston Business Journal’s 40 under 40 award recipient in 2015 and an EY Entrepreneur of the Year Gulf Coast finalist in 2016 and 2017. He was Entrepreneur of the Year — Houston Asian Chamber of Commerce and is also a freelance writer for the Houston Press.

Peli Peli’s CEO, Aiki Tran, has over 12 years of experience in restaurant technology and won the 2007 Entrepreneur of the Year award — Houston Asian Chamber of Commerce. He was responsible for streamlining the technology infrastructure for franchises such as Popeyes and Wings, Pizza N Things. He also became the number one reseller of Aldelo and Dineware POS systems in Texas, with installations in over 200 restaurants.

Related: The Only How-To You’ll Need To Start A Restaurant

Joining their ranks is South African Ryan Stewart. Having owned 16 restaurants throughout the country, he is also the CEO and co-founder of the Mozambik restaurant chain. Ryan has 17 years’ experience in the industry and is being brought on board by Peli Peli to assist in their revenue and store location growth.

Your path to the US

With the combined talent, brainpower and experience of these four businessmen, it’s no wonder Peli Peli is achieving success. The investment required to qualify for an EB-5 Visa through Peli Peli is an amount of $500 000 and is structured as an equity investment at risk. It entitles the foreign investor to permanent residency, and within two years of living in the United States, a green card for the investor and his/her dependents.

For more information on how

You can be a part of the EB-5 Visa programme through Peli Peli.


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4 Ways To Find Your Own Business Style

The only way to develop a business style is step-by-step over time.

Timothy Sykes




Finding a style in finance will define how you react to changes and how you approach new situations. It’s as important in business as it is in stock trading. Developing a business style and developing a stock trading system are extremely similar pursuits.

But I’m not going to pretend that it’s easy to do. It will take time and you do have to be willing to work at it.

Here are my four ways of finding your own business style.

1. Get rid of your expectations

You can’t force anything to work. It’s necessary for you to be flexible when it comes to finding a business style. Begin by letting go of any expectations you have before trying a new style.

Prior to attempting a new style, you have to be willing to go into it with no expectations. You never know what you’re going to find.

Related: 8 Steps to Building Your Business According to the Lifestyle You Want

2. Track your movements

Some things are going to work and some things aren’t going to work. I always tell my students in the Tim Sykes Millionaire Challenge that they should keep records of the things they’re doing. Keep these records as detailed as possible because attempting trial and error can quickly lead you in circles.

Don’t fall into the trap (as I did in the beginning) of trying the same thing multiple times because you never tracked the results.

I keep large spreadsheets with notes of the various styles and systems I’ve tried in business. Business mistakes can be costly, so you need to do everything you can to avoid making them.

3. Look at what others are doing


I refuse to believe that someone is doing something truly unique. The moment someone makes a breakthrough in business there are a hundred people replicating the same things. And that can be a powerful tool. Consider what others are doing and see whether you can learn something.

It’s why I also advocate finding a mentor to help you out. They’ll be able to help you out and you’ll benefit from their enhanced experiences in business.

Again, track what you’re taking from other people so you know whether something is working.

Related: I Started Saying ‘No’ To These 6 Things. My Life And My Business Got A Lot Better

4. Refine what you do

Rarely will anything in business work the first time. However, your first attempts will give you a good benchmark as to what you need to do next.

You should never be satisfied with what you have, even if it’s working. Always work on improving your business style. I believe this is the most important thing because it also teaches you how to adapt to changing conditions over time.

Last Word – Constantly Growing

There’s no step-by-step guide for how to develop a business style. The only way to do it is to obey the fundamentals and then develop everything over time.

Even though the process is long, you’re guaranteed to learn a lot of lessons and gain from a huge number of experiences over time.

This article was originally posted here on

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6 Questions You Should Be Asking When Coaching

Top athletes have coaches because they’re winners. Business leaders should be the same.

Nadine Todd



Dr Marshall Goldsmith

Whether you’re a CEO looking for a mentor, coaching your management team, or structuring a coaching programme for your managers to implement, there are six questions that can help anyone get better at anything.

The expert

Dr Marshall Goldsmith is a best-selling author and world-renowned business educator and coach. He has coached top CEOs, including Alan Mulally, former President and CEO of Ford Motor Company.

The key to a successful coaching programme is simple dialogue and establishing responsibility. The person being coached must understand and agree that success lies in their hands. They must take responsibility for their actions.

Related: How Business Coaching Can Help You Achieve Your Goals

The method

Once every few months, have a direct coaching session. Ask (or answer for yourself) these six questions:

  1. Where are we going?
  2. Where are you going?
  3. What are you doing well?
  4. Do you have suggestions for my improvement?
  5. How can I help you?
  6. So you have suggestions for me?

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