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How To Lie: From TV to LinkedIn

Peter · October 19, 2025 ·

To Tell the Truth — Even Better… How To Lie

_____________________________________________________________

The Set Up

What you are about to read is a mélange of life experiences. These include growing up in Manhattan, getting loaded in Puerto Vallarta, being an LSD expert, killing it on a TV show, a bit of HDHD, getting tossed out of college, finding “art,” and getting banned from LinkedIn.

Chapter 1

To tell you my very own truth, I’m a skilled liar. Not psychotic. Just good at factoid manipulation.

I can prove it. Stay tuned.

I grew up on the Upper West Side of Manhattan, across the street from Central Park. When people I meet ask me where I’m from… I say Manhattan. After a few minutes of conversation, they say, “Oh, yeah, I get it.”

I went to McBurney School, a private high school in New York City. It was small – we had 61 students in our senior class. We wore blue blazers with McBurney emblems, gray wool pants, and striped ties. The school was on 63rd Street, sandwiched between Central Park and Lincoln Center. We had what I’d call a classical education. Despite being a smart guy in a smart school, I was not remotely interested in most of my classes, especially math. I was one of those kids who did not meet their “potential”. Frankly, school bored me. But I hung in.

One sunny fall afternoon, I was going to hang out with my good friend Jeff. After classes, he showed up in the school lobby to tell me that he couldn’t do the hangout because our headmaster had asked him to join a couple of other boys, uber math and science lovers, to go down to the TV production company Goodson-Todman Productions. Goodson-Todman was the leading game show company and ran hugely popular TV shows like Family Feud, The Price Is Right, and Concentration. Their office was on a high floor in Park Avenue’s iconic ultra-modern Seagram’s Building.

My classmates were going to audition for two guest slots on the popular afternoon panel show To Tell the Truth. I tagged along… the plan was to run around the city after they finished their audition.

Just in case you are not a baby boomer, To Tell the Truth was a staple of daytime TV from 1956 to 1978. The show was a fun game show where celebrity panelists tried to figure out which of three contestants was telling the truth about having a weird job or crazy experience. The other two were impostors who got to lie through their teeth.

Back to me. Here we are, three blazer-clad high school boys in the Seagram building on Park Avenue, sitting in a very snazzy reception area. Within a few minutes, a young production assistant came out and welcomed us. She asked if we were the boys from McBurney. My buddies stood up, and the woman asked why I was sitting. I told her that I was there as a friend. She said, hey, why not get interviewed too – you are already here. My buddies looked at me with surprise. I’m like, why the hell not?

The assistant took me into a small conference room and started with questions to get to know me. I happily told her that I truly loved math and science (LOL), and I demonstrated that I could put sentences together. Plus, I was telegenic with a workable and effective blush.

It was then that I found out that we were being interviewed for a To Tell The Truth episode about LSD, a drug just then making the rounds of my generation. One of us was going to be one of two non-truth impostor boys sitting beside a Midwest teenager who had won the National Science Award for reporting the effects of LSD on spiders – a 1948 experiment he had recently updated.

I’m like, LSD and arachnids. That’s cool… fits neatly into the zeitgeist. This was 1968, hippies were all over the TV news, and I had read a bit about two newly famous Harvard professors who had experimented with LSD and were becoming 1960s cultural icons.

A day after the interview, our headmaster asked me to come to his office, a rare event, and asked what the heck I was doing at the production company because he was rather surprised to hear that I had been selected to be on the show. I just smiled and shrugged.

I had a couple of phone conversations with the production assistant and was given a date for the show and a bit more detail on the science project. Guess what! The spiders wove crazy webs under the influence of LSD. Who knew?

An LSD Education…

I had two compelling incentives to be a brilliant faker on To Tell the Truth. One was simply my competitive nature. Like, why couldn’t I look and sound the part of a science nerd? This would sort of be my first “business pitch”. Pitching was something I would eventually master and write business books about. The other incentive was the cash prize for being believed that I was the real LSD science nerd.

Back to EDU.

After being selected, I went to the Donnell Research Library on West 53rd Street to study all about psychedelics and especially Lysergic Acid Diethylamide. My acid gurus were Harvard’s Timothy Leary, who became well-known for his mantra, “Turn on, tune in, drop out”, and Richard Alpert. Richard eventually became the global Buddhist guru Baba Ram Dass, now famous for his mantra, “Be Here Now.” Leary and Alpert were moral evangelists, even entrepreneurs in the emerging field of psychedelics that captured the attention of the post-war cohort. They had been so good at their job that they were kicked out of Harvard. My goal was to become an expert like them. FYI: Dozens of years later, I got “Be Here Now” tattooed on my right arm to help tame my monkey mind.

The Show.

A couple of weeks later, I found myself in Studio 54, yes, that one, for the tapping of the show. I was one of three teens facing Tom Poston, Peggy Cass, Orson Bean, and Kitty Carlisle (famous people in 1968), plus the host, Bud Collier. The goal for the imposter boys was to stump the panel plus the audience, who also voted. Our maximum prize was $500, which would be shared.

What happened? [Read more…] about How To Lie: From TV to LinkedIn

Your Personal Brand and Advertising Agency Sales

Peter · October 29, 2024 ·

You Should Be a Major Asset of Your Advertising Agency Sales Program.

advertising agency salesCheck out the podcast below.

Today, our personal brand is out there for all to see. We are on LinkedIn, on our website’s About page, in cute Instagram posts, in our new books, and interviewed on industry podcasts.

Whether an agency leader wants to become as famous as David Droga or Gary V or not, they most often have no choice. The market might just brand them whether they like it or not. The key is to control it.

Start with your objective. Since selling my ad agency Citrus, my clear objective has been to be perceived as a leader in advertising agency consultation—primary in the area of business development. I mean sales.

To get there, I’ve written two advertising agency management books, over 850 insight-oriented blog posts, and been on over 75 podcasts—all to help guide your advertising agency sales. As in grow – faster.

Thanks to Google NotebookLM for this podcast.

Oh. My brand… Aqui.

Advertising Agency Target Market Persona

Peter · June 6, 2024 · Leave a Comment

My Advertising Agency Target Market

Advertising Agency Target MarketThanks to Andy Crestodina (I interviewed him in my book “How To Build A Kick-Ass Advertising Agency” and read him religiously on LinkedIn), I built this target persona prompt for my advertising agency consultation target market.

Adjust this prompt to build a persona for your advertising agency’s target market.

My ChatGPT Persona Prompt…

Build me a persona of an advertising agency owner with leadership role at marketing agency]. This person is looking for help with business development and is considering hiring a consultant List their hopes/dreams, fears/concerns, emotional triggers and decision criteria for hiring/contacting a advertising agency management consultant.

Sure, let’s build a persona for an advertising agency owner with a leadership role at a marketing agency who is considering hiring a consultant for business development.

Here You Go — My Advertising Agency Target Market

Persona: Jane Doe, Advertising Agency Owner

Background

Name: Jane Doe
Age:45

Role: Owner and CEO of a mid-sized advertising agency
Experience: 20 years in the marketing and advertising industry
Location: Major metropolitan city

 Goals and Aspirations – Hopes/Dreams:

– To expand the agency’s client base and increase revenue
– To become a leader in innovative advertising solutions
– To improve operational efficiency and productivity
– To establish the agency as a thought leader in the industry
– To build a strong, cohesive team that delivers outstanding results

Fears and Concerns

– Losing market share to competitors
– Struggling to keep up with rapidly changing industry trends and technologies
– The risk of making poor business decisions that could harm the agency
– High turnover rates among key employees
– Maintaining a consistent and strong brand reputation

 Emotional Triggers

– Passion for creativity and innovation in advertising
– Commitment to client satisfaction and long-term relationships
– Desire for recognition and prestige within the industry
– Frustration with operational inefficiencies and missed opportunities
– Concern over financial stability and sustainable growth

 Decision Criteria for Hiring a Consultant

– Proven Track Record:** Evidence of successful business development strategies implemented for similar agencies
– Industry Expertise:** In-depth knowledge of the advertising and marketing landscape
– Cost-Effectiveness:** Reasonable fees and clear ROI projections
– Client Testimonials and Case Studies: Positive feedback from previous clients
– Customized Solutions: Tailored strategies that address specific challenges and goals of the agency
– Communication Skills: Clear and transparent communication throughout the consultancy process
– Flexibility and Adaptability: Ability to adapt strategies based on the agency’s evolving needs
– Compatibility: A good cultural fit with the agency’s values and work style

Additional Insights

– Preferred Channels for Contacting Consultants:
– Recommendations from industry peers and professional networks
– Research through industry conferences and events
– Online reviews and consultant websites
– Direct outreach from consultants with a personalized pitch

Evaluation Process:

– Initial meeting to discuss needs and potential solutions
– Review of proposals and assessment of their feasibility
– Checking references and past performance
– Trial projects or short-term engagements to assess compatibility and effectiveness

This persona provides a comprehensive understanding of the advertising agency owner’s motivations, concerns, and criteria for hiring a business development consultant.

Yes, some of this might be obvious. But, hey, why not go for confirmation to define your Advertising Agency Target Market?

 

What Is Your Elevator Pitch

Peter · April 18, 2024 · 3 Comments

How To Build An Elevator Pitch

elevator pitchRemember elevators? You know, those things we rode multiple times a day to get to and from an office or hotel room? The fleeting elevator ride spawned the idea that we need a way to describe ourselves or our company in 30 seconds or less – what we call an elevator pitch. This 30-second or less exercise is very useful since in our very attention-deficit world, our world where so many of us do the same thing and can sound very much alike (“hi, we are a creative advertising agency”, yada…). You get the idea.

Let’s Get Elevator Pitch Personal

One of my ad agency clients asked me to help her quickly and succinctly describe herself for her appearance on an upcoming online seminar. By coincidence, I received an invite to a SharpSpring event and noted how a bunch of advertising agency and marketing thinker and influencer types described themselves. I noted their self-descriptions as food for thought. Food for elevator pitch thought. Just for the hell of it, here are ways that very successful marketing thinkers describe themselves.

Hype-free digital marketing and customer service strategist.

Recognized as a top 100 entrepreneur under the age of 30 by President Obama.

Leading authority on positioning and reinventing in the creative and digital space.

Internationally recognized speaker & contributor to Ad Age’s Small Agency Diary.

Ranked one of LinkedIn’s Top Ten Voices in Marketing for four years in a row.

Works with 250+ agencies every year. Latest bestseller – Sell With Authority.

NYT bestselling author of nine books and counting.

Named among the 30 best young tech entrepreneurs under 30 by Business Week.

Host of the smart agency master class podcast. The number one digital marketing agency owner podcast.

Content marketing guru featured in NYT, Mashable and search engine land.

Agency business expert keynote speaker author and virtual event trainer.

Author of 19 international bestsellers, and one of the most popular bloggers in the world.

Digital marketing pioneer, Wall Street Journal bestselling author and tiny house owner.

Bestselling author and host of award-winning YouTube series.

[Read more…] about What Is Your Elevator Pitch

Me As An Expat Living In Mexico

Peter · January 15, 2024 · Leave a Comment

An Expat Via AI

I am starting to write a new book / YouTube series on the global expat experience.

So, just for the hell of it, I asked DALLE-E to make a photo of a type of me living in San Miguel de Allende… Kinda… LOL.

Oh, are you thinking of leaving your home country? Here is my take on Moving To Mexico.

Expat in Mexico

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