He hates me (trigger warning)

What if I told you the key to making people love your personal brand…

Was to make people hate you?

Lemme explain…

The other day, I got a comment on my YouTube video from some offended that I told people:

“If you don’t subscribe to my YouTube, no worries. I just hope your business fails and you have to resort to selling feet pics to strangers to get by.”

Politically correct?

Nope.

Hilarious?

Well, I got a laugh from it at least.

Now, if you know me, you know I’m not one to shy away from making dumb jokes or risk offending people.

It’s not because I’m socially unaware.

In fact, it’s 100% intentional.

Here’s why…

Making People Hate You Makes People Love You

Magnets.

Seems like magic, right?

Now, I’m not gonna go all Bill Nye The Science Guy on you and go into detail on how they work (because I have no fucking clue lol)…

But on a basic level, magnets attract metals to it because of polarization.

Put simply, magnets have 2 poles:

1. A north pole

2. A south pole

These 2 poles create a magnetic field that attracts metals.

Similarly, the top personal brands use polarization to attract the right people.

Love ‘em or hate ‘em, people like Andrew Tate and Donald Trump get the most attention in the world because they’re not afraid to polarize.

On one end, they show what they stand for in terms of their:

• Values

• Beliefs

• Personality

Which creates a magnetic force for people attracted to that.

And on the other end?

They show what and who they stand against…

For example:

Trump vs. Fake News

Tate vs. The Matrix

There’s no guessing where they stand.

They attract the right people, and repel the wrong ones.

Take part of my landing page for my email course as an example…

I don’t want to work with politically correct people who believe there are 72+ genders.

So I made it clear in my marketing that this wasn’t for them.

Did it repel potential subscribers?

100%.

But it also built a deeper connection with those who resonate with my values and personality.

And this is where I see a lot of creators get caught in a trap.

They think they need to appeal to everyone with their content.

• They think they can’t make jokes

• They think they have to be politically correct

• They think they can’t voice their controversial opinions

As a result?

They attract clients they hate working with and become miserable.

Now, I’m not saying to pretend to be someone you’re not or to take this to the extreme…

But if you want to stand out online and work with clients you like, you have to be okay with risking being offensive.

Otherwise you’ll be as bland as unseasoned chicken at a vegan potluck.

Because here’s the thing:

In a world where everyone is trying to be liked by everyone, the real magic happens when you’re unapologetically you.

Think about it—would you rather have a thousand lukewarm followers who couldn’t care less if you posted another video…

Or a hundred die-hard fans who hang on your every word, become your clients, and defend you in the comments section?

When you’re true to yourself and your brand, you create a magnetic force that pulls in the right people.

These are the people who:

• Get your jokes

• Share your values

• Appreciate your unique perspective

They become part of your tribe because they feel like they belong.

And those who don’t get it?

Who find you offensive or too much?

Well, they can fuck off.

You’re not here to please everyone.

You’re here to connect with those who resonate with you.

So, embrace the polarization.

• Make the jokes

• Take the stands

• Become a magnet

Remember:

If you’re not offending someone with your content, you’re probably not making anyone love you either.

But don’t worry, if you ever get tired of this, there’s always the foot pic market.

Joking… or am I?

Your Canadian friend,

Dakota “Micro-Aggresive” Robertson

P.S.

Want to grow your Twitter?

I made a video showing you how to optimize your Twitter profile for clients (and followers).

Click here to watch it.

It’s also the same video that triggered the hate comment that inspired this newsletter.