🎉 🐍 New Ranking: #1 New Release: Global Marketing on Amazon.com #1 New Release: Industrial Marketing on Amazon.com

I'm selling Snake Oil!

And I need your help.

You're in my inner circle and I could use your support to get my new book into the hands of the right people.

(This will take less than 10 minutes, promise.)

tl;dr: My book, Snake Oil, is coming out and I need help sharing it with business leaders. Rather than just ask you to post a link to Amazon, I wanted to make this fun for everyone. Let’s start a conversation on social media about one of the key topics from the book. I wrote posts for each topic that you can cut-and-paste or customize. Choose one from the list below on this page, leave a review on Amazon, and let’s get chatting!

Hi there! Thanks for taking a moment to visit to this page.

Over the past 18 months, I’ve been writing a book called Snake Oil. It’s about two things:

  1. Why engaging in marketing operations is riskier than ever for business leaders, and
  2. How to navigate the dangerous waters of marketing and regain your footing if you’ve become too reliant on outside agencies, consultants, or tools

Since you’re reading this and are in my immediate circle, you probably know that I’ve been in the marketing game for a while. Ten years, in fact. 

Over that time, I’ve come to understand how businesses are at a disadvantage when hiring marketers, regardless of whether they are hired in-house or outsourced. The marketing industry is largely unregulated, which wouldn’t be as big of a problem if it weren’t for the massive level of innovation we’ve seen in recent years. Businesses of all shapes and sizes have seen a rise in marketing complexity, scams, and BS marketing tactics, and it’s gotten out of hand.

I wrote Snake Oil to pull the curtain back on how the inner workings of this crazy industry operate—both to the business leader’s advantage and disadvantage. I provide facts and research on what I think is right and wrong in the industry, and I share tools (including my own experiments and an infrastructure called the Marketing Operating System) that will help business leaders navigate marketing with more confidence. Bottom line: if someone reads this book from front to back, they will emerge a better marketer.

I would really appreciate your support in getting this book into the hands of business leaders in your circles of influence.

I respect the hell out of your time, which is why I made this page—to make my request simple and straightforward. 

The 2 biggest ways you can help will also take less than 5 minutes

Rather than have the Amazon link just posted across social media, I want to start intriguing conversations with people about key themes in the book. Instead of just telling people to buy the book, you’d be inviting them into a conversation. 

This way, you have an intriguing post and discussion to share with your followers, and more people find out about Snake Oil than with a single link post. 

Here’s how it’ll work:

(or feel free to write your own based on the chapter excerpts linked below—be sure to link to the book website somewhere in your post: https://snakeoilbook.com)

LinkedIn & Facebook: You can mention me by typing in my name
Twitter, Instagram, and TikTok: My username is @heydanrussell

Once I get the notification that you mentioned me in your post, I’ll reply to the thread and invite others to join. We’ll have a great discussion with your followers!

You can open any of the chapter excerpts below to read through a bit of the book—then click the button below to leave a review for the book on Amazon and Barnes & Noble. Feel free to use the same review on both sites. These reviews help signal to the publisher and book buyers that the book is noteworthy.

A note about purchases:

I won’t lie: purchasing the book always helps, and I would be very grateful if you did. But to be honest, if I could choose, I would pick having one of these social media threads and a review over a purchase. The purpose of this campaign is to spread the word—reviews and social media conversations help do exactly that.

6 topics from Snake Oil that you can post about:

You can copy any of the posts below to your clipboard. The @mentions in each post are marked in gold placeholders. Feel free to customize them to your liking! I’ve also provided links to the appropriate book chapters for each topic so you can get more context.

The Wild West Of Marketing

This topic addresses the general uncertainty and overwhelm that many business owners feel when they sit down to “do” marketing.

Short & punchy Version

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					According to <Dan Russell>, there are 3 types of deceptive marketers out there: Procrusteans, Con Artists, and MINOs.

These marketers will lead you down a path of wasted time and money. Dan explains each (and how to avoid them) in his new book, Snake Oil: https://snakeoilbook.com

Deep & Thorough Version

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					What is a "Procrustean" marketer?
<Dan Russell> explains in his new book, Snake Oil, that Procrustes is a bandit from Greek mythology who claimed to have a magical bed that could fit absolutely anyone, regardless of their height. 

When Procrustes asked passersby to try laying in the bed to “see for themselves,” he would MAKE the bed fit them by chopping off their legs or stretching their bodies out.

Dan's idea of a Procrustean marketer is someone who already has a solution in mind for a client, regardless of the challenge they're facing. Dan explains that, behind the scenes, agencies and consultants often have affilitate relationships and license agreements disguised as certifications, which means they're financially incentivized to sell you on those options, even when they're not in your best interest.

Here's what I want to know: have you experienced Procrustean marketers in your own line of work? What was your challenge, and what was the solution they ended up recommending?

You should take a look at Dan's book. Procrustean marketers are one of three types of deceptive marketers he addresses in Snake Oil—the other two being Con Artists and what Dan calls "MINOs." DEFINITELY worth a read: https://snakeoilbook.com

Want some more context?

You Can Stop Worrying About What’s New

This topic gives business leaders permission to jump off all of the marketing bandwagons that have scooped them up and distracted them from the real purpose of marketing.

Short & punchy Version

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					When's the last time you sat down for a full day and just THOUGHT about your marketing? 

<Dan Russell> has the exercise to use when you finally do— it's called the Big Idea Brainstorm. You can check out the brainstorm prompts in his new book, Snake Oil: https://snakeoilbook.com

Deep & Thorough Version

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					Every time I open my social media feed or inbox, I get inundated with ads for another marketing tool. I think a lot of business leaders are in the same boat. 

<Dan Russell> wrote about this (and how it's getting worse) in his book, Snake Oil. He lays out the facts and explains how the speed of innovation in the marketing industry, coupled with the lack of regulation in the marketing sector, leads to a melting pot of good and bad offers landing in our news feeds.

I like Dan's solution, though. He basically says, "screw all of that, it doesn't matter," and explains that jumping from one tool or tactic to another is just a way for us to avoid addressing the real question, which is "what do you want to say to your customer?" It's a simple, back-to-basics idea: sitting down in front of a blank piece of paper and brainstorming your next big marketing idea. Dan's own exercise for this (called the Big Idea Brainstorm) forced me to think about my offer from all kinds of new perspectives:


On one hand, I like the simplicity of a Big Idea Brainstorm. On the other hand, how many of us actually DO it? Dan's chapter on "You Can Stop Worrying About What's New" talks about how big Madison Avenue agencies get the big contracts and run Super Bowl ads because they're often the only ones with the wisdom to sit down and just think about new ideas all day long.

When's the last time you spent a whole day brainstorming your own marketing? Not through a workshop, not through some online course—just by yourself? Might be worth a try.

Want some more context?

The Age Of The Marketing Scientist

This topic introduces the role of the Marketing Scientist—the type of marketer who understands the math and psychology behind what makes people say YES.

Short & punchy Version (Twitter Friendly)

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					The only 2 numbers a marketer needs: cost per acquisition and customer lifetime value. If the first is smaller than the second, you're making money. <Dan Russell> shares how most marketers don't know this—and how update your interview process accordingly: https://snakeoilbook.com

Deep & Thorough Version

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					When you interview your next candidate for a marketing position, <Dan Russell> recommends asking the followinig question:

"If you could have access to only two numbers in order to run a marketing campaign, what would they be?"

Those two numbers are Cost Per Acquisition and Customer Lifetime Value. If the first is smaller than the second, you're making money. 

A surprising number of applicants for marketing positions don't know this, though—which is why it's critical to have this question as part of your recruitment interview. 

Dan shares insights like this, as well as other red flags to look out for when hiring marketers and marketing companies—all in his new book, Snake Oil: https://snakeoilbook.com. 

Want some more context?

The Marketing Operating System

This topic reviews the three components of a Marketing Operating System, which helps operationalize the creativity and maintenance required to run a profitable marketing department.


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					TIL what a Marketing Operating System is.

There are 3 parts to it: Customers, Campaigns, and Conversions. They work together, down to the meeting agendas, to keep marketing profitable.

<Dan Russell> explains how it works in his new book, Snake Oil: https://snakeoilbook.com

Deep & Thorough Version

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					Today, I learned what a Marketing Operating System (M.O.S.) is.

<Dan Russell> explained it in his new book, Snake Oil: the idea is that you have only three moving parts in your marketing strategy: Customers, Campaigns, and Conversions.

The "Customers" piece of the M.O.S. keeps track of your audience and how their needs are evolving over time.

The "Campaigns" piece tackles the challenge of capturing the attention of your Customers through the right channels.

The "Conversions" piece deals with converting that attention into purchases and brand engagement.

Dan does a great job at breaking this whole system down in his book, even down to the meeting agendas. Grab a copy here—the book just hit the shelves: https://snakeoilbook.com

Want some more context?

What's A Marketing Campaign (Really?)

This topic challenges the classic assumption that a marketing campaign is supposed to make money, when in reality, its purpose is to generate attention, and by extension, trust.

Short & punchy Version (Twitter Friendly)

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					The job of a marketing campaign is NOT to generate sales: it's to capture attention—and by extension, trust. <Dan Russell> drives this stake into the ground perfectly (and goes on to explain how conversions come into the mix) in his new book, Snake Oil: https://snakeoilbook.com

Deep & Thorough Version

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					What is a "Marketing Campaign?"

Is it what you create in Facebook Ads Manager, or an email broadcast you send to your list?

In his new book, <Dan Russell> widens the scope of a marketing campaign and challenges our assumption of its purpose.

Campaigns, as Dan explains, are NOT meant to generate sales. They're supposed to generate ATTENTION: the prerequisite to a sale and the key ingredient to trust.

Once you've earned attention and trust, selling becomes way, way easier. But most businesses try to go right for the sale (and fail, since trust hasn't been established). 

Campaigns are one of three pieces of Dan's Marketing Operating System concept—the other two being Customers and Conversions (which is where the real selling happens). 

Dive deeper into the structure of marketing campaigns (including how often you should be planning them) in Dan's new book, Snake Oil: https://snakeoilbook.com

Want some more context?

The Campaign Car Wash (Parts 2 & 3)

This topic reviews the three components of a Marketing Operating System, which helps operationalize the creativity and maintenance required to run a profitable marketing department.


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					Trouble picking the "right" marketing channels? Take a page out of Snake Oil by <Dan Russell>: https://snakeoilbook.com

Sort channels by medium (written/audio/video/in-person) & exposure (owned/earned/paid). Use what you excel at (medium) and what you have budget for (exposure).

Deep & Thorough Version

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					If you ever wonder if you're using the "right" marketing channels, take a page out of <Dan Russell>'s new book, Snake Oil:

Channels are organiized according to medium and exposure.

A channel's medium (written/auditory/multimedia/experiential) determines how your content will be produced. Dan suggests starting with a medium you or your company excels at—for example, if you prefer the written medium, you'll produce more valuable written content than you would if you were creating videos—it's where the creative juice is strongest. Then you can expand to other mediums once you've established a good rhythm.

Once you land on your medium, then it's time to decide what type of exposure you want (owned/earned/paid). Owned exposure, like a blog or your own podcast, takes the longest to generate results, but requires the lowest financial investment. Paid exposure, on the other hand, takes the shortest amount of time to generate results, but requires the highest financial investment. Earned is right in the middle.

Once you decide on your medium and exposure, you can start focusing on the channels that fit—for example, a written paid channel could be sponsorerd articles in a magazine. An auditory paid channel could be podcast sponsorships. An owned multimedia channel would be your own YouTube channel. An earned written channel would be a news website featuring an article about you.

Dan explains in his book how choosing your marketing channels according to these criteria will help you become more consistent and profitable through your marketing. You should grab a copy of Snake Oil to follow his guidance on this stuff—it just hit the shelves: https://snakeoilbook.com

Want some more context?

One final note...

I designed this promotion to be as time-efficient as possible for you. That being said, if you have other ideas on how to share Snake Oil, I am all ears! Shoot me an email at dan@snakeoilbook.com and we can chat.

THANK YOU in advance for taking the time to read this page and help get the word out about Snake Oil. I’m excited, both as a first-time author and as a marketer who wants to help improve the industry, for this book to get in the hands of the people who need it.

I’ll be following up in the coming weeks with thank you’s (and some nice gifts!). I truly appreciate your support!