Bold and upfront, or sneaky and heartless? That is the question...

Hey You,

It’s Lewis aka Nerd #2.

What do you think about “Disclaimer Copy” for products or services that actually have proven to kick some serious ass? (Fuck all the ones that haven’t and never will, that’s not what I’m talking about here)

Oh yeah, in this context, fuck the word “Disclaimer”. That’s lawyer-speak. I like the word “Agreement”.

A skeptical person would say agreement/disclaimer copy is a way to weasel out of what you say you’re gonna do. For dirt bags, this is true. But for the realist I believe it’s a necessary evil to roll with the universal law that says the vast majority of people…

*****Are mental midgets by choice and behave stupider than they’re capable of so there’s a high probability that they’ll screw up or misconstrue what you tell them to do or use the product you send them, or advice you give them in a way it isn’t intended to be used and hurt themselves or others. And you acknowledge the fact that lot’s of these same people have a lottery ticket mentality so they’re either wishing & praying for their lucky opportunity to sue for riches, which can be remedied with a ‘rules of the road’ agreement message/disclaimer like Tim Ferris did at the start of his “4 Hour Body” book…

Tim Ferriss's agreement copy for "4 Hour Body"...

*****Or you know that statistics prove a big portion of buyers will never use what you sell them to it’s fullest potential and so you just acknowledge that up front to discourage people who can own up to the fact that they aren’t going to do what it takes to make it happen, and any scammy folks from the group above which is what the super star Joe Polish of Piranha Marketing speaks to here…

Joe Polish's agreement copy . . .

The other day I commented on a post titled, “The 4 Hour Body of Lies” written by a gentleman named John Falchetto.

The short and sweet of this post was John beating up on claims that Tim Ferriss, same guy who wrote “4 Hour Workweek”, made in his “4 Hour Body” book and and discrediting him because he used the agreement/disclaimer above at the beginning of his book and posed this question to his fans…

What would you think of someone who told you, “before you try anything I recommend, please go see a real professional”?

Here’s how I answered this question on the site…

I LOVE the angle of this piece! Doing the opposite of what the herd is doing! Highly interesting!

(UPDATE: Just in case you didn’t go read John’s post, the following paragraph is in response to this sentence in his post… “This isn’t a book review, and I know many will call me a Ferriss ‘hater’. I don’t hate the man, I disagree with the ideas in the book, and this is why…”)

You might want to be careful about using the word “NOT” in sentences (I am not a Ferriss hater) because the human mind deletes the NOT part and only sees what follows. It’s the whole “Don’t think of a pink elephant, don’t think of a pink elephant . . . DON’T YOU DARE THINK OF A PINK ELEPHANT” effect. All I think of is PINK ELEPHANT.

Like you, I only read one part of the book I had a specific interest in. That was the sleep one. And even though I didn’t consult a professional, I’ve had a marvelous experience with only sleeping 4 1/2 hours a night – 5 days a week.

As a matter of fact, narrowing down exactly how long I was going to sleep was one of the greatest things I’ve ever done for my productivity. It forced me to go to bed, and wake up at a certain time each day. Before I laid down when I was tired and woke when I felt like doing so (unless I had a consult/meeting/engagement that required otherwise). It also opened up more hours to do things I wanted to do being that I went from sleeping 8-10 hours to 4 1/2 with two 20 minute naps.

I steam rolled right into this regimen instead of going from 8 1/2 to 6 to 4 1/2, and had zero problem adapting and felt AWESOME all day.

Still haven’t tried anything else but if I were gonna try any of the medical stuff, I’d be wary of the so-called “professionals” we call doctors who year in year out dole out prescriptions that are recalled because they kill people instead of cure or aid them. But I’m just a doctor phobe who only truly 100% trusts the emergency room trauma specialists. And hell, even they get it wrong sometimes.

One of my favorite quotes I think applies to anything in this book or, anything in life for that matter, comes from Warren Buffet – The Jillionaire Oracle of Omaha over at Berkshire Hathaway. He says, “If you can’t explain it, don’t invest in it.” So true for me. Most people take advice from everyone from their parents, to their stock brokers, to the doctors because they want shortcuts and sometimes these people are dead wrong. Their intentions were well meaning in some cases but nevertheless were . . . WRONG.

Thinking/introspection is hard work. That’s why very few like to do it and why very few kick ass and take names. It appears that Ferriss in his book thought through a ton of advice swirling around out there for HIMSELF and then tested for HIMSELF. And this took a ton of thinking and discipline which most people don’t have which would perfectly explain the disclaimer  — being that the title appeals to the “The Lazy Man” in all of us.

And being that “The Lazy Man” is only slightly more evolved than “McDonald’s Coffee Was Too Hot, Easy Pay Day Law Suit, Lazy Man Who Blames Other People For His Problems That Arise As A Result Of Him Not Doing His Own Due Diligence,” I get why Tim is covering his “professional” ass. I call him a “Professional” because that’s what he is compared to me. He may not be Yale Medical School professional but unless he just copied and pasted all that stuff in his book and faked his test results, he’s WAAAY more of professional than I am on these topics.

Sure, a lot of douche canoes deserve to be sued and called charlatans because they’re evil and knowingly dispensing drugs/advice proven to do harm but I don’t believe that’s Tim’s intention here.

So, the operative sentence in this whole long ass comment in reference to this book is, “If you can’t explain it, don’t invest in it.” Do your damn homework people if you’re engaging in ANYTHING that could lead to dire consequences… NO MATTER WHAT “PROFESSIONAL” IS WAXING PROLIFIC.

I love that you’ve voiced your opinion on this topic John because I appreciate someone who speaks from their heart and isn’t afraid of rocking the “guru boat”. I look forward to seeing what other awesomeness you stir up here in the future John.

Let People Know In A Cool Way What Kind Of Party They’re Walking Into And Reinforce Your Message Throughout

Their “SHOULD NOT” copy along with their hilarious content has led to this show running for FIFTEEN MUTHAFUCKIN' seasons! WHEWWW!!!

I love the raunchy, outrageous comedy, South Park. I don’t think I’ve watched more than 15-20 episodes in my life but I’ve loved every moment I listened to their writers go completely ape shit on the norms of society and break all the rules of celebrity worship.

Remember how above I pointed out how people delete the word “don’t” and just see what comes after? Well, the writers of South Park used this in their agreement/disclaimer beautifully to their benefit. They’ve been telling people for 15 SEASONS now that no one should pay attention to them.

Seems like it’s worked quite well.

This is the big balls agreement/disclaimer. It says, “I really don’t give a fuck if you watch or not. I’m gonna go raw and if like my style you can hang with me, if you don’t, that’s cool. Just take your puppy ass home and don’t whine to me later because you stayed in my house and got your little wuss feelings hurt. I insisted on you staying your ass away but you didn’t listen. So take your complaints about the way I told upfront that I was gonna do business and shove ‘em up your ass.”

I can appreciate when someone is upfront with me and admits they aren’t perfect, nor attempting to please everyone, by laying out what the “herd” would call a “Damaging Admission.”

This is so much better than trying to talk people into and convince them as to why your stuff is good while weaseling up, down, and sideways through a long ass paragraph doing whatever you can relieve you of any responsibility in your agreement/disclaimer. STOP DOING THAT SHIT!

Bring The Fuckin’ Ruckus And Then Embrace Pareto’s Principle aka The 80/20 rule

Yeah, it’d be nice if everyone who bought your stuff used the hell out of it and got awesome results as a result of doing so. But lusting after this fairy tale in the face of reality will only lead the info-marketer into a depression because the fact of the matter is, 80-85% of people who buy information won’t use it.  

Yep, even your customers in your business who are “different”.

Why? Because you take any population and here’s what you’re gonna find – 1% are kicking ass and taking names and they’ve got all the money. 4% have a little of it. 15% are doing OK. And 80% are clueless and broke.

It’s the same in any field, any population, all the hotel owners, or all the restaurant owners, or all the football team owners in the NFL or all the anything, doesn’t make any difference.

Doesn’t change.

Nothing over centuries has changed this and nothing will. The place to get the consistent money is from the 5%. Not from the 95%.

You are FAR better off dealing with the 5%’er’s than the 95%’er’s.

The 5%er’s are gonna be the customers who see your ballsy bare essence disclaimer and gloss right over it and give you money because they know that disclaimers on credible products & services have to be included for the losers, moochers, and idiots of the world.

Do your best to scare away the opportunity seekers” and “Magic Pill” buyers run away from you. In the short term, they’ll bring you cash flow but in the long term, they’ll be the biggest pain in your ass and you’ll wish you never accepted their money. 

The Top 5% Of Your Customer Base Aren’t The Ones Hiring Sleazy TV Lawyers To Sue You

Disclaimers don’t apply to winners who are disciplined enough to do their homework in order to sniff out the bullshit from the truth (remember that if it sounds too good to be true, there’s a good chance it is). And these people are dedicated to going out and working to get the results they want.

Doesn’t that make sense to you? 

Now of course since I’m the furthest thing to a lawyer there is, you should never pay attention to anything I say. Nothing. About anything. Instead you should talk to an attorney in your area to help you get your agreement/disclaimer “legal” for your business.

And do your best to find an attorney who’s gonna help you boil it down to it’s gorilla balls-sized, bare essence. If you want a model to look at following for any kind of info-marketing, look no further than Joe Polish’s copy up top.

Talk soon,

Lewis LaLanne aka Note Taking Nerd #2