Posts Tagged ‘E. Joseph Cossman’

Brand New Heroes

December 18, 2013

Tuesday December 17th, 2013 – Island Lake, IL

I’m finding myself thoroughly enjoying my focused pursuit of improving the marketing aspect of my career, and I predict enormous improvement in 2014. I’ve got a whole new area on which to focus, and it’s one that has been painfully neglected over a long period of time. It won’t take a lot to show significant improvement, but I’m shooting a lot higher. I want to be one of the greats.

That means I need a whole new set of heroes to emulate. When I was focusing on comedy and little else, I studied as many of the greats as I could in that field. I had my personal favorites like Rodney Dangerfield and George Carlin, but even if I wasn’t a fan I’d study anyone that had had even minor success. I watched everyone I could, and learned a lot even from the less than stellar.

The same is going to be true of my pursuit of marketing excellence. I wouldn’t put Dane Cook in the top 500 of comedy acts I’d study. He doesn’t make me laugh in the least and never has, but his marketing prowess fascinates me. He came along at a time where he saw how to use internet tactics to garner a loyal rabid following. He’s a master marketer, and one of my new templates.

I’ve always loved Jeff Foxworthy personally, but his marketing prowess makes me admire him that much more. He’s always been razor sharp in that department, and I am going to revisit what he did to put himself over the top. I respect the guy onstage and off, and there are lessons for me in what he did. I’m studying attributes in people I’ve never really paid close attention to before.

Jay Conrad Levinson is the father of Guerrilla Marketing, and sadly he passed away recently. I was fortunate enough to meet him at my friend Steve Olsher’s “Internet Prophets” event not long ago. I got to spend a few minutes with Jay, and really enjoyed his demeanor. He was charismatic.

Dan Kennedy is another name in marketing gurus. So is Jay Abraham. There are others thicker than bugs on a trucker’s bumper all over the internet, but I’ll start with the top recognized names and work my down from there. I am soaking in all I can, and loading my gun with new bullets.

I’ve always been fascinated by master marketers and promoters, but from afar. Now I’m doing it from a much closer point of perspective, and hope to become one myself. Names 99.9% of the public has never heard of but still became multi millionaires such as E. Joseph Cossman, Melvin Powers, Joe Karbo and others are the ones I’m going to study and model. Those are my heroes.

It honestly doesn’t matter to me if I ever get famous. I’d love to be well known, but that’s not the same animal. Matt Groening of ‘The Simpsons’ is well known. The Unabomber is famous. It doesn’t always pay a dividend to be famous. Infamy is technically fame, but I want no part of it.

Gene Simmons of KISS has always fascinated me. His marketing acumen is off the charts, yet their music is iffy at best. I’ve never been a KISS fan, but I love how they have created a money machine and I’d like one too. It doesn’t have to be as big, but steady cash flow would be sweet.

There are many others I haven’t even heard of yet, but for now I have a giant pile of articles to read and digest, and PDF files I’ve been compiling on my computer for years. I’m going to dig in and get to work. A lot of people have a big head start on me, so I have some catching up to do.

Can you identify this person? It's ok if you can't, he can buy and sell you and me like railroads on a Monopoly board. He's done ok for himself.

Can you identify this person? It’s ok if you can’t, he can buy and sell you and me like railroads on a Monopoly board. He’s done more than ok for himself.

Here's another face you may not recognize, but Jay Conrad Levinson made a huge mark with his 'Guerrilla Marketing' brand. He was a giant in his field.

Here’s another face you may not recognize, but Jay Conrad Levinson made a huge mark with his ‘Guerrilla Marketing’ brand. He was a giant in his field, and his work will live on.

Melvin Powers started the Wilshire Book Company and made millions over a fabulous career in mail order. I bought books from him, and eventually came to know him personally. He's a very generous person and extremely successful, even though most people have never heard of him. www.mpowers.com

Melvin Powers started the Wilshire Book Company and made millions over a fabulous career in mail order. I bought books from him, and eventually came to know him personally. He’s a very generous person and extremely successful, even though most people have never heard of him. http://www.mpowers.com

Quality Content

June 4, 2013

Sunday June 2nd, 2013 – Fox Lake, IL

   It never hurts to pound positive principles into one’s head, even if they have been heard before. I want to do all I can to turn the tables and get myself out of this current funk, so I buried myself in quality content all day long. There’s nothing like learning from the best in a particular field.

   First, I listened to a recording of Woody Allen talking about comedy and comedy writing. It’s part of the extensive research done by author Larry Wilde for his classic book ‘Great Comedians Talk About Comedy’.  He recorded interviews with great comedians of the past and it’s been one of my favorite books for years. I’d recommend it to anyone who is interested in standup comedy.

   There’s a website called www.laugh.com that sells the interviews Larry did with comedy icons like George Carlin, Johnny Carson, Jerry Seinfeld and many others including Woody Allen. This was the precursor to the overdose of podcasts we have today. Marc Maron has the one everybody seems to be familiar with, and he gets the best guests of this generation like Larry did years ago.

   I can’t think of anyone bigger in the comedy world than Woody Allen. He is THE most prolific comedy artist of the 20th Century if not all time. His work ethic is unmatched by anyone and he’s still doing it today. Whether anyone happens to be a fan of what he does or not, he cranks it out.

   I happen to be a huge fan of Woody’s, and the sheer amount of product alone he’s generated is awe inspiring. I churned out my two little CDs and a DVD, but those seem like Chihuahua turds compared to Woody’s body of work. He’s written four books of essays, has three comedy album projects that are now condensed onto a two CD set and has done a feature film a year since 1969.

   In a word – WOW! What other artist has come close to that kind of output? Steve Martin has a lot of films to his credit in addition to albums and books, but he’s not in the same solar system as Woody. Nobody is. Like him or not, he’s the standard setter for generations to come. His number of completed projects dwarfs everyone, and even though all of them weren’t big hits many were.

   I listened intently to Woody’s interview, and even though I’ve heard it at least a dozen times or more there is always something that jumps out at me that I hadn’t heard or need to hear again. He is truly the master’s master of the craft of comedy, and I enjoyed listening to him all over again.

   After that, I popped in a five cassette program from an author and mail order guru I’ve listened to for years named E. Joseph Cossman. He made millions marketing products that were given up on by others, and had a number of big hits including the potato gun, ant farm and several others.

   I’ve got a few tape programs from him, and they’re all great even though some of the info may be a bit dated. He died years ago, before the internet. Still, his acumen is rock solid now as it was when it came out and I wanted to refresh my memory and hear it again. It inspired me all over.

   Maybe now I’ll actually DO something rather than bitch about being in a slump. His principles of business are very solid, and he was a world class entrepreneur. What better way to learn about anything than to go to the top of any field and study the masters? E. Joseph Cossman is a master.

   Woody Allen is a master also. So is Larry Wilde. Gene Perret is another. I would love to get on a list like that, but I have a ways to go. Right now I’m hoping to be able pay my rent next month. I doubt if Woody Allen is worried about that. He’s thinking about his work – just as he should be.

Woody Allen - Comedy Master

Woody Allen – Comedy Master

E. Joseph Cossman - Mail Order Master

E. Joseph Cossman – Mail Order Master

A must read for any student of comedy.

A must read for any student of comedy – by Larry Wilde.