Don't Overhype Things in Your Marketing - A Business Lesson from Joe Rogan & UFC Fights

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Transcript:

I want to talk for a second about the problem of overhyping things — in life and in marketing.

I was watching a clip of Joe Rogan discussing his role as a play-by-play announcer for the UFC. He talked about how some fights are great… but some are boring — not a lot happening, fighters not really getting after it. His point was that his job as an announcer is not to make a fight seem more exciting than it actually is. And if a fight is bad, he's not afraid to say so.

I think that's really important, because we're in a world where trust in marketing is at a low. It's easy to fall into overpromising and overhyping — in your language, your claims, the promises you make. When you have something to sell, whether it's a coaching program, a physical product, or anything else, you should absolutely highlight the benefits and what makes you unique. But don't cross the line into making unrealistic or overhyped claims. People can sense that, and they'll appreciate honesty.

They'll also appreciate a "damaging admission" — acknowledging a flaw in the product, a limitation of your company, or the fact that you do things a certain way that some people won't like. Calling balls and strikes as you see them builds trust. Getting excessively exuberant where it doesn't make sense and it does the opposite.

So the next time you're working on something you're selling: build excitement, yes — but don't be afraid to be plain-spoken and realistic. Call out who the product isn't for, and what some people might not enjoy about it. That kind of honesty goes a long way to build trust.

Michael McGovern

The Wildman Path

Who I am and how I work:

I'm an ex-filmmaker turned direct-response marketing strategist who co-founded the Business Acquisition Summit (the premier virtual M&A event for entrepreneurs)...

I’ve worked with 7-and 8-figure companies in different niches like financial publishing, precious metals, online education, business coaching, real estate, eCommerce, and health & wellness.

Now, I help entrepreneurial businesses unlock hidden growth with campaigns that actually sell & drive real enterprise value — using Hollywood storytelling techniques and deep buyer psychology.

I work in one of three ways:

1. Creative strategy and/or copywriting for companies ready to grow via marketing that pays for itself [driving a LOWER cost per customer acquisition (CPA)… and a HIGHER average order value (AOV) and lifetime customer value (LTV)]

2. Equity “growth partnerships” where I bring an owner’s mindset to your long-term growth as we prepare to win back your time & freedom via an exit (either of the day-to-day operations or of the business fully) in 1-3 years, together

3. Full acquisitions of $1-10M businesses as an investor alongside my experienced M&A team at Relentless Growth Group

Behind the business stuff — I'm a former digital nomad now resettled back in my hometown of San Diego, California, a lapsed Jiu Jitsu blue belt, a student of Portuguese (because of my Brazilian wife), and a newly minted Dad of the world's cutest baby boy.

To get a conversation started with me, simply reply to this email with the word "GROWTH” now. Feel free to add extra info/ context if you’d like.