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How MyPillow’s Mike Lindell has used personality marketing and controversial political views to help drive sales.

Transcription

Product review My Pillow Giza Dream Sheets. Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.

Now, I’m not endorsing anything that Mike Lindell does, says, or sells. I’m here to talk specifically about how he does it, and how you can learn from it one way or another.

It’s a very interesting process that he uses. One, that he is only used up until the last handful of years when he started getting political is the idea, of sending people off by being political.

So he’s an extremely controversial figure out today. But I want to tell you, I’m not here to endorse his politics, or to denounce his politics. I want to talk about how that affects his sales.

Now, I guarantee you one thing is true. The people that like Mike Lindell and his MyPillow brand, only like him more because of his political outspokenness, it’s not that he didn’t turn people off. I’m sure he turned a certain amount of people off, but now it’s become part of his brand.

Now his support of Trump and this and that it’s all part of his brand. This is a guy that started from nothing, he was selling these pillows, at county fairs and so forth.

From my understanding, you know, you buy a booth and you just sit there and tell his story. And you talk about the bottom-up celebrity concept.

This is what he did.

He made himself into a celebrity whether he knew what he was doing or not. He has done it and he has created something that anybody can study. And you can use it one way or the other.

Now I’m not saying you got to go out there and be political, but at the same end, I’m not going to tell you about the Giza Dream Sheets, I didn’t buy these. My wife bought these.

I’m certain that she did not know what Michael Lindell position is on this or that or that that sway her one way or another from buying these. She had gotten some type of deal somewhere. Either from a friend or something that she had online, some type of deal where she could get them at a really good price and so she jumped on it. But I want to show you some of the packagings here.

So this came in the package. This is the actual package that the sheets came in here. Let me show you this. This is the little write-up.

Everything is branded with him.

He is a part of the brand.

And think about this, nowadays even furniture brand of any sort anything that you would consider furniture or bedroom material. Have you seen anyone promoting a pillow or a blanket based on personality?

Where the person that’s selling it because they’ve built up a personality there’s no commercials or something else?

You don’t see it very often at all, especially in this marketplace, but you can use it in any marketplace. It doesn’t matter what it is that you’re trying to sell.

Here’s a note from him.

Hello, I’m Mike Lindell the inventor of MyPillow for the longest time I’ve wanted to come out with these sheets. But until now, I haven’t been able to find anything that held up to my high standards. And he goes on and on about this Egyptian cotton and everything about it is just very brilliant, very well written includes one flat sheet and tells you the contents signed by Michael Sandel.

It means something because people know who he is. He’s become a celebrity to some people. He’s a joke to some people. He’s a crazy person.

But there’s more to it. I gotta show you the rest of this. So this is the packaging this is the product that’s what you would expect from a specialized direct sale of a high-end product that you’re getting through the mail right.

Then there was this piece that was in it. Separate envelopes, padded envelopes there’s a letter in here, Lindell Recovery Networks.

So if you don’t know about his story, he was a drug addict for the longest time and was able to recover was able he found you know Jesus, and everything else. LindellRecoveryNetwork.org.

Here’s a promotion for that and also one of the shows that he promotes the hope report show. So he’s got a little ad for his side things there.

We’ve got this is the actual receipt for MyPillow.

We’ve got the MyPillow Product Catalog.

So he’s got the catalog is promoting all those other materials is for a pretty standard, but still it’s very, it’s very direct. Everything has his name and his picture pasted all over it. You can’t get away from them. Save $10 On your next my pillow order they try and get you one up here right away.

Here’s Lindell TV, he started his own TV station, what have you, FrankSpeech.com. It’s got all the different people that are involved.

So here’s the political thing, put right in there. It’s part of the product. It’s part of the presentation. It’s hilarious. Watch the whole Intel report. I mean, he is, he is all over all of this. It’s great stuff. And then the coup de gras, this is what gets you every time this is. And this is what I watch for these types of things.

When my wife told me that this was included in the package, I said, Oh, this is just great. If you haven’t heard about this, he has his book.

His autobiography is self-published autobiography. Look at this, it’s got I’m not sure if this will show up. So it’s got him I think that might be his mug shot or whatever, him before he got better. There he is happy.

What are the odds from crack addict to CEO Michael Lindell, the title of the book. The whole thing is like that, here’s the back with him and a picture of him as a kid.

For one thing, it’s kind of a funny, funny design of a book. But at the same time, who includes a book, when you buy bedsheets, who does that?

Someone that either understands or that he has people that understand this game, they understand the idea of personality and being able to really reach out and touch people and meet them where they’re at. He knows people aren’t going to buy his stuff if they don’t like him. One way or the other.

I mean, they might, they might just grin their grit their teeth and bear it and just go through and buy it if they really had a good promotion from someone else. But he’s gonna win them over one way or the other.

He’s gonna bring them his story of redemption, no matter what it was even this little, this little thing my wife missed it a little tacked up just in the envelope. It’s just a little quote from Revelation there.

Which I mean, it’s completely on brand, and probably completely change genuine. I mean, this is just who this guy is, from my understanding everyone I know that I’ve never met this guy, either on a business level or political level or what have you.

They say he is pretty much what you see on TV is he’s very genuine. And that is something you can’t buy stuff like that.

But you can promote yourself.

When you’re that confident in where you’re coming from. You can promote ease. It’s not like he’s even promoting himself. He’s not running for president or anything to my knowledge. But he is using his personality, to be able to sell his products. It’s the simplest thing in the world.

It worked for him before he got controversial. It’s working for him now. It’s absurd.

I’m certain that it’s completely changed his model because it’s he got kicked out of a bunch of stores that everything for is supportive of Trump and his question, you know, the elections and all that stuff.

Very interesting gentleman, very interesting business model.

It’s something that you can take, though.

Number one, I’d say you know, look at the possibility of possibly being controversial in your, in your marketplace.

Look at the possibility of putting yourself out there as not that you’re promoting yourself as a celebrity, but you’re a personality, you’re somebody that people can get to know in a sense and you’re out there that you’re accessible. Think about writing a book, a book works in any marketplace.

So that’s all I got. I’ve got my own book, 9 Ways to Amazon-Proof Your Business. You can get a free copy at AmazonProofBook.com.

You go get that right now download for free. That’s all I have for tonight because I gotta go. The time is up. You have a good one. We’ll be here tomorrow.

Get out there and let the magic happen.