Bad Reviews are Good Reviews. Haters are Your Most Valuable Marketers - Just Let Them Talk

Eric Eden: 0:59

Our guest today is Joshua. He is a ghost writer and has been doing amazing work as a ghost writer for over 13 years. Welcome to the show.

Joshua Lisec: 1:09

Yes, eric, I'm pleased to be here today, thank you.

Eric Eden: 1:12

Appreciate you joining us. So tell us just a little bit about yourself and tell us about ghost writing.

Joshua Lisec: 1:19

Yes, so I am Joshua Lycik. I've been a ghost writer for 13 years. I've ghost written more than 80 books. These include a few award winners, mainstream bestsellers like the Wall Street Journal bestsellers, books that have sold more than 100,000 copies a piece. Those sorts of accolades are fun, but the favorite aspect of what I do is turning someone who is little known in their field, but a true expert with deep passion for what they do. They may not be great at marketing, but I'm turning someone like that into a household name who has received the acclaim and the attention that they deserve, and doing that through and primarily through publishing a book that I wrote for them. That's what's fun and rewarding about my work as a ghost writer.

Eric Eden: 2:14

That's awesome. So tell us a story about some of the best marketing you've done, that you're most trying to.

Joshua Lisec: 2:21

Yes, the most effective market I found for myself and for clients has been that which is counterintuitive, is controversial, and when you combine those two you get a wait. What did he just do? Moment, wait. What did she just say? Moment. I'll lead into it with a viral image that the internet saw. A few months ago there was a coffee shop, I believe, in the United Kingdom, that they put a sign out in front of their store which said come try the coffee that one woman on TripAdvisor said was the worst coffee of her entire life. They sold that within a couple of hours. Internet sensation people drove from all around. They literally ran out of coffee because of that. The great insight from that is what Bad reviews from bad faith people are good reviews. The title of my book is called so Good, they Call you a Fake. So good, they call you a fake. This is the message that when you have haters, when you have people who are calling you a fake, a fraud or a scam, that's how you know you've made it. That is confirmation you are on the right track. I experienced this myself. There have been a number of times talking to other freelance ghost writers, let's say publishing industry professionals, and over the years I've mentioned how many books I had ghost written, full-length nonfiction books, whether it was 30 at the time, or 40 or 50, or now more than 80. And people will say wait a second, how old are you? No, that's literally impossible. There's no way you did that. Obviously he's lying. He's lying. Look he's lying. There's no way. There's no way, guys, you should visit his website. Look at his lying, follow on social media. He's lying. You see the point here, right? I didn't recognize that. A company like this accomplishments that are so far and above the competitors. When you have that deep passion, it sets you apart in a whole another way that you get negative attention but you can thrive on it. And what I did to launch my book and, by extension, promote my service this day is whenever I get haters calling me any number of profanities or insulting me for whatever reason, I take the title of my book. So good, they call you. And then I will share their post and I'll say with the capital titles like it's a title so good, they call you a liar. So good, they call you a cheater. So good, they call you a scammer. And that has caught on. And now what people are doing on social media is there, when a celebrity, a public figure, particularly beloved ones, get hate, that perhaps they're caught on camera crying about or complaining about how unfair it is that they're being put down or ankle bit or people are punching up at them. What have you? People are now posting and as replies of those public figures, so good, they call you a lip-syncher, for example, let's say, someone who's a singer. So this title of the book has caught on in its spread because it speaks to universal experience of my demographic and my psychographic that I target. So I mentioned at the outset that the people I target are the ones with a deep expertise. They're the ones who get results and thrive on word of mouth marketing for their services. They're so much better than any of the famous yet grifty leaders and shot callers and experts in their industry. But then so the trouble happens when they share their results let's say the little knowns who are great at what they do they start sharing their results to start marketing and sell, promoting. Immediately they're shot down by haters, critics and end these competitors. So there's no way it results like that. I certainly can't. Obviously, you're making it all up screenshots. Oh yeah, that's Photoshopped. That's Photoshopped, right? I've posted screenshots of my multi-million dollar earnings as a ghostwriter. And guess what people always say Lying, photoshopped, fake Scan. Look, he's lying. Anyone can Photoshop this. It's impossible to make that much. Money goes for any single year. There's no way, right? And then what do they do? They share it and now more people than before know that I'm the successful in business. So the point of this, the lesson, the micro lesson from this marketing case study, is that haters are your most valuable marketers. Just let them talk.

Eric Eden: 6:48

Very interesting. Very kinds, are intuitive but also very effective, Like you said. That's super interesting. Tell us what is the most interesting thing about being a ghostwriter.

Joshua Lisec: 7:04

It's that, regardless of how famous or well known or even rich and influential someone is, there's still a person with a schedule, obligations, annoyances, petty beeps, and while from the outside they may be living a jet set lifestyle, at the end of the day they're just like everyone else. And there's a couple of billionaires that I've worked with, a few members of Royal Families that I've worked with from various parts of the world, people who are known by hundreds of millions of people worldwide in terms of name recognition, and they have a bad day because their allergies flirt up just like everybody else, except this. Worse, because everyone in their entire life is demanding their attention. You would not want to be a public figure.

Eric Eden: 8:06

And really I've inspired. Rich, and famous or whatever.

Joshua Lisec: 8:09

It is not desirable to be rich and famous. Rich and anonymous, yes, but once you're famous and you're rich, you cannot buy anonymity at that point. That's what's interesting you learn about being a ghostwriter is that so many dreams, hopes and goals and ambitions, and maybe pipe dreams that most people have. You don't want that. You don't want that Dream. Better dreams, friends Indeed indeed.

Eric Eden: 8:32

Thank you so much for sharing your insights and the story Fantastic. Encourage everyone to share this with your friends. People should know about the tactics you shared here. Please rate, review and subscribe so we can continue to have great people like Joshua on the show. Thanks for being with us today. We really appreciate it, my pleasure.

Joshua Lisec: 8:52

Thank you.