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Oct. 8, 2022 - Lionel Nation
35:22
You're Not the Audience. You're the Product.

None of this has to do with truth. It's about selling you. The product. That's the truth.

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I have always loved...
I've always loved the con, the magic, the switcheroo.
In the 80s, I was absolutely mesmerized by evangelical, you know, Ernest Aingeley types.
In fact, I was slain in the spirit by Ernest Aingeley, personally.
Didn't have any effect, but I wanted to do it.
I've been fascinated by the group.
I've told you this a gazillion times, from Gustave Le Bon to crowd methodology, to name it.
How do people think in groups?
How do they...
How are they lured?
Whether it's cults...
I was listening to...
Jim Jones, some of his lectures, his speeches.
I'm wondering, why is this?
What was that?
It must have done something.
These people are not insane.
What is this?
And I love in particular advertising.
Yesterday I was in a store and I'm looking through the...
There's one place we go to.
I think when it comes to chips and Popcorn.
They have every brand you have ever even imagined.
Even imagined.
And I look at the bag and I'm wondering why are they so few?
A lot of air.
What is the outside labeling connote?
And the most important is that of news.
Because everything you're doing right now, everything you see, remember, you are the product of this.
Not the news, not the information.
It's you.
And the first thing that you have got to grasp is that you are the product they're selling.
I did a very, very thorough review on my private channel about that.
In particular, how every now and then you have this presentation of somebody who comes forward who is a member of a group that you didn't think was a member or used to be a member and now comes forward.
Confessions of a life You know, whatever it is, either politically or from a religious point of view.
And it's designed to...
So you will buy it.
So that you will understand it.
It's beautiful.
It's always been this way.
And it goes...
How many times have you seen this on Phil Donahue or Geraldo or Sally Jesse in the old days where you would have somebody maybe in some type of a, remember, in a shadow or pixelated or you would have the, you know, this terrible makeup.
Don't you love this?
And the idea is that, are you buying this?
Are you buying this?
And they do it, and you believe it.
And it's perfect.
It's professional wrestling.
Everything that they do.
And it's not meant to be mean.
It's not that.
It's not like they're trying to lie to you outright.
But they're just trying to provide you with something that gives you kind of an idea of something that's like, well, maybe, you know, that sort of.
I mean, right now you're seeing it.
Let's go back into the left.
What are they thinking?
Or the right?
Or the evangelicals?
Or the atheists?
What are the communists thinking?
We're going to go undercover and we're going to ride with the hell's angels.
We're going to go back.
It's beautiful.
And when you sit back and you just watch this, notice it from my point of view.
Notice what they're doing.
I love to watch these shows where they will...
There used to be this...
It was pretty good, but there was this guy on Fox News.
He was dressed almost like he was wearing, you know, bulletproof, bulky clothing.
Or maybe it was to hide his shape, or I don't know.
But he would show you how they would do things.
And they would have these corny jokes.
Well, good looking.
We don't get to see that too often on the farm.
What?
And then they would show you how to do this trick.
And what I loved about it was show me the trick.
I understand.
I don't even want to see the actual act.
Show me how you did it.
And it's always something so obvious.
I saw one the other day where they...
They showed levitation.
And the guy had a pair of shoes and a thing cut in his pants, and he lifts his leg, and it's so obvious!
And that's what I love, when it's so obvious.
And you think, wow, that was brilliant.
I saw one guy, he was doing something with a cigarette.
And you think, how does he do that?
And he had...
Specifically constructed so that the filter was at the top and the bottom.
It was so obvious.
I love that.
I love that.
And I love the way you're being told oftentimes.
We're talking today with so-and-so.
This person used to be with that group.
But now, he's coming forward.
And he's telling you the inside story about that group.
And you can believe him.
Oh, yes.
And you can believe me.
This is legitimate.
He used to think like this.
But he doesn't anymore.
He's wised up.
He's smarter now.
Ah, yes.
And you love this stuff.
You love this.
I want to talk a little bit more about that.
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Enough said.
You're smart.
You know what to do.
Now, I don't want to do anything to dispel the way you think.
I don't want to do anything.
I really don't.
I don't want you to...
I don't want to change your mind about anything.
I just want you to know what people are doing.
I want you to know what people are doing.
And I want you to know what's happening.
I think I told you this years ago.
The most important thing in my life that I ever learned was professional wrestling.
And I tell people that and they laugh.
They really don't get it.
They don't understand it.
They don't...
They kind of miss the point.
There is no, and there was, no, maybe not now, I haven't watched in years, but there was a time when there was no event where you could go and leave emotionally drained.
Nothing did that.
Nothing.
I never felt that with a performance, except for Mark Rylance in Jerusalem on Broadway.
That was it.
I've never, I've been to concerts, wow, that was great.
You were happy though.
But this drained you.
Because they showed you something.
And they knew exactly what they had to do.
And the bottom line is, and listen, whatever that barrier is, whatever that barrier is that keeps you from really believing in this, they go right through it.
And it's very, very simple.
You have to believe you're right.
But I'm not done yet.
In the world of politics and politics on TV, political programming, not that you're right.
You're better.
You're righteous.
You're smarter.
More moral.
This goes for all directions.
Doesn't matter what it is.
You're smarter.
You're hipper.
And then sometimes we can tweak.
Some go more fundamentally.
Some are into, I'm into...
More modern, more science, others maybe more tradition, more whatever.
You can kind of tweak.
But still, step one is you're good, you're smart, you're brave.
And more importantly, number two, more importantly, the other side is bad.
No matter what it is.
It's not enough for me to say, hey, be a Yankee fan.
Oh, no, no, no.
You've got to despise the Red Sox.
It's not, you just don't go to a game and say, I only clap for my team.
No, you kind of have the enemy.
The enemy defines who you are.
The enemy defines who you are.
They've always asked this question, is it better to be loved or feared?
The answer is feared.
If you want to run a business or run some kind of organization, loving won't get you anywhere.
I'm sorry to say.
But do you realize what you're doing?
And look what's going on right now.
Here we are.
And whenever they say, Expose.
What's really going?
They're always telling you, breaking.
Breaking.
It's always breaking.
One of the greatest advertising pieces ever.
You know about Edward Bernays.
Edward Bernays is Freud's nephew or just a genius.
Created the whole women's Virginia Slim smoking thing.
This is a guy who they went to and they said, how do we get women to smoke?
It wasn't considered very late.
They were like, oh, you empower them.
You've come a long way, baby.
Remember that?
To get where you're going today.
You've got your own cigarette now, baby.
Virginia Slims.
I remember that.
It was brilliant!
Come on, you.
You're a lady.
You've got your own brand.
Come on and smoke.
Now, smoke.
But then it was a different, the way they paired them.
One of the greatest things ever.
Advertising?
One was, I believe, trail mix.
Now think about this.
I got a bunch of candy and I got some nuts.
Malted this.
What am I going to do with it?
Mix it together.
Call it trail mix.
Why?
Trail mix!
Don't you understand?
You're on the trail.
You're going through the woods.
Yes.
Yes, I'm Jeremiah Johnson.
I'm...
Yes, I'm Dan Haggerty.
I'm gentle, whatever it is.
I'm Will Gere.
I'm whoever.
I'm Will Gere.
But I'm out there.
I'm in the woods.
Trail mix.
It's not candy.
Get out.
I have every morning, without fail, steel cut oats or groats or whatever it is.
Steel cut.
Doesn't that sound good?
You damn right.
First, it's instant oatmeal, mush, you know, not pablum, but porridge.
Three bearers?
Steel cut!
You see?
You're being, oh, I know just what to do.
Imagine in this area, we have one particular political ideology, and in this arena, we have the other.
And just go and pull back the curtain.
What do you see with that group?
What do you see with that group?
What are you trying to do?
How are you luring people?
How do you do this?
I love marketing.
You are the product.
And the thing is, is that you've got to understand something.
That the people who are telling you the product have no interest whatsoever in the ideology you're telling you the product.
Because when you see something on TV, when you see something today, there invariably is going to be a metric that is involved.
The complete and total worth of somebody is based on their metrics.
That's it.
Don't let anybody kid you.
Don't let anybody kid you.
And metrics have nothing to do with meritocracy.
Please tell your children, the purest thing in the world is sports.
Sports is performance.
You run fast, you got the fastest score, you won.
You got more home runs, you win.
Don't really care who you are.
In the old days they did, but now you don't.
Sports is pure.
Performance.
That's it.
That's it.
It's a score.
Ah, you can have personality.
But not media.
Media is about metrics.
Nielsen's, overnights, numbers, likes, viral.
That's it.
I like when they have these things.
There's this thing called the Cook's Illustrator or something and they say, what's the best?
I saw something the other day on cinnamon.
The best, believe it or not, is from Vietnam, Saigon.
You have more oils versus Ceylon versus this.
Anyway, they have this woman and she's doing it.
They have this paper bag inverted.
We have four cinnamons.
Which one do you like?
I like this one.
I like that one.
We take the bag off.
Wow!
You happen to like the best one.
You happen to like...
Now, today in terms of information, I could take somebody, I'm not sure where I would find them, and say, I've got four things for you to watch.
One of these is a monster ratings metrics hit.
One isn't.
Can you tell the difference?
Can you tell the difference?
And a lot of times people will say, well, maybe I can by virtue of production value.
That might be a hint.
If you see a lot of production, a lot, think about that.
A lot of graphics and things underneath and all this stuff.
What does that tell you?
It means nothing to me, but what does that tell you?
This must be better.
Why?
Well, there's a lot of stuff there.
There's a lot of stuff there.
Years ago, there was somebody who decided to put parsley on.
Remember this?
There's an old joke we're not going to do, but there was a...
Somebody said, let's take a plate, put a piece of parsley on there.
There you go.
Here's your meal.
Here's a piece of parsley.
Cut it.
There you go.
Ta-da!
Hey, that looks great.
Why?
There's parsley on here.
I could do better than that.
Parsley, maybe a little cherry tomato.
Ah!
Maybe a lemon slice twisted.
Maybe an umbrella or something.
It's more like drink-related.
I've got one better than you.
I'm going to take a squeeze bottle and I'm going to squeeze this stuff on there and that's going to be great.
People will love this.
You're right.
I've got a better one.
Bigger plates.
Bigger plates and little tiny.
Have you ever seen these?
I was watching this.
I like this one Italian food channel from Italy, obviously.
Doesn't have to be obvious.
Anyway, they made this thing.
It took forever.
And he finally makes it.
He puts it on a plate like this and it's this little tiny nothing.
I said, that's it?
But the plate's this big.
But that must mean something, I guess.
So think about it.
When you watch the next time, is this good because of the metrics?
Or are the metrics good because of the quality of the show?
I'll let you decide that one.
I think sometimes they have nothing to do with each other.
It doesn't matter.
It's moot.
What you think about something doesn't matter.
That's it.
Whether you like the Beatles or not doesn't matter.
They're the Beatles.
Period.
End of discussion.
But the bottom line is, this has nothing to do with telling you the truth.
It's about making you watch this and giving you something.
That will make you say, yeah, I like that.
No matter what it is.
Rebrand it.
Speaking of great instructions, the greatest instruction ever for shampoo, I love this, was wet hair.
Did you ever see, they used to have, I don't even know if they even have it anymore, but on a shampoo bottle, they said, wet hair, apply, rinse, which is very important.
But here's the best part.
Listen to me carefully.
Repeat.
Use more of it.
It's the most brilliant thing I've ever...
That's brilliant!
Don't you know what this is?
What happens when you see the word breaking?
Breaking.
Breaking news.
It's breaking.
They do it all the time.
It doesn't matter.
It's breaking.
And they have a sound or like a...
Some weird kind of...
Crash.
Bells.
Get your attention.
Keep you there.
This is like in the old days in Las Vegas.
They had surgical steel.
They took whatever surgical steel.
I don't know what that means.
Stained steel, surgical steel.
They would make in the pans where the change and the money, when you hit the jackpot, the noise and the lights and the...
Oh, I mean, you are a rat in a cage.
That's the way politics is.
That's the way everything is.
Look what you're watching.
Breaking news in this exclusive.
Last night we were watching it with something.
I have been thinking about this all, well, when I think about something, I think about it to the point where I think it to death.
What was it called last night about Jeffrey Dahmer on Netflix?
The Dahmer tapes?
Huh?
All Dahmer.
And I understand this.
And I knew Jerry Boyle, his attorney, and whatever it was.
And I asked the question, why are we watching this?
Seriously.
Think about it.
Why are we watching this?
Why are we listening to this?
First of all, who's recording it?
I would tell a client, I am not going to record you.
Ever.
What are we doing?
But why are we doing this?
How did they sell this?
There's nothing to sell.
How is it?
What if we'd have gone...
Imagine in 1965.
I would have been seven years old.
I mean, you're in your grandmother's home with your grandpa and your grandma and they get that big TV.
In 1965, at the height of...
Lawrence Welk and whatever.
Your grandma says, hey, let's put on that Jeffrey Dahmer special so we can hear the recordings of a serial killer.
Somebody would say, why do you want to do that?
Because it's odd.
I don't want to hear that.
It's a serial killer.
He's describing what he does?
But today, it's a hit.
True crime.
What happened?
Now, one of the things you've got to do when you program, keep in mind something.
You've got to do one of two things.
Number one, you tell them what to do.
But number two, they tell you what they want.
And you've got to give them what they want.
And what they want is this stuff.
They love this stuff.
They really do.
Why?
How does that work?
It's just...
Look around.
When we get done with this, find where you go next and ask yourself, why am I doing this?
What am I being lured to?
I'm always asking myself that.
What is it?
I'm the audience.
I'm the product.
I'm not...
They're doing this because they want me.
Somebody somewhere is luring me in.
Why am I doing this?
Well, obviously, if it's YouTube is one thing, or if it's videos, or, you know, there's suggested and all this.
But what is happening with this?
And when it comes to politics, what am I trying to sell?
And my friend, that is the most amazing...
I am amazed.
Literally amazed.
Not the way amazing...
People say the word amazing, and they just say it all the time.
But I mean...
Literally, literally, literally.
I want to know how is it that you sell politics and sell dreams and sell ideas and sell motivation and sell people to get off of their seats and vote.
What is it?
How do you do that?
Because nobody's doing that.
Nobody's interested in that in the least.
They're just putting on TV shows.
Podcasting or whatever it is.
In order to make you watch that.
They have no interest in changing anything.
Whatever side wins.
It doesn't matter.
I want to know what happens.
I want to know specifically the motivation behind it.
I've got to tell you something.
Which is something Which is the most important.
The older you get, I hope, I hope, the older you get, the more you will realize how much you don't know.
It is astounding what you don't know.
I'm overwhelmed with what I don't know.
And I was much happier when I was younger because I didn't know how much I didn't know.
I had no idea.
Now, I'm, it's daunting.
Daunting.
I'm absolutely, I can't even begin to tell you this.
Everywhere I go, the other day we went to, I told you, we went to an event, it was a while back, it was a funeral.
I'm looking, oh my God, I never even noticed this.
I never noticed this.
Look at the way people are acting.
Look at the procession.
Look at what's going on.
Look at what's happening right now.
I never knew this.
Why are we doing this?
I never understood how Not crazy.
I don't think people are crazy.
But how we are just tribal.
And how we follow trends.
And how we will say things just to sound like the person that we like.
We will say things to comport and comply with people that we like.
We'll say the same thing they do.
And look no further.
And with all due respect.
Look no further than the commentary on any kind of live look.
It is the most interesting thing.
Hold that thought one minute because I've got to say something about our friend very quickly.
Not very quickly.
Enough time.
We're going to give him enough time.
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But what means something the most to me?
Maybe I'm the only one here.
Maybe this is the...
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Now, I want to continue this thought here.
Right now we have, coming up, A situation in which a number of people are trying their best to prognosticate what is happening regarding elections.
And right now, days until midterms is, we have, right now, as we speak, it is 30 days.
November the 8th.
30 days.
30 days until midterms.
Try talking to somebody about midterms.
Try.
And it's even worse if you're me.
And the reason why is because nobody wants to hear what I have to say.
Nobody does.
Believe me when I tell you this.
It is a curse, but nobody wants to hear anything I have to say.
And I mean that.
Because I'm sitting back and I'm watching this the same way people would I'm looking at what's being done, what's being said, and how people are reacting.
And look at what's happening right now.
Look no further than just the reaction that you get whenever you do a live stream.
Let me explain something.
One day, and I don't know when, I don't know why it hasn't happened, but if there's one thing that would possibly, possibly, possibly save Local news, or any news for that matter, is to have a live feed during the show.
To be able to have something where you could, at home, watch the weatherman, the sportsman, and have a live feed.
They don't do it.
They don't want you to involve themselves.
It's their time.
The moment that they figure out how to bring that together, it will change the course of broadcast news.
Believe me, because people will then...
Tune in just to say this is the first.
Why nobody's done this, I don't know.
But this is the first show where you can actually watch the news and hear someone or some people comment.
And of course there will be trolls and there will be the usual stuff.
But people would watch.
Watch what happened.
And then you would have the people on TV programmed to the people who were commenting.
And, of course, it would be a complete and total disaster and last less than, I don't know, six weeks.
But understand where we are right now.
Where my grandmother would not understand this in 1965, I'm telling you right now, we are a different country in a different world.
What we like and what we find interesting is like nothing anybody's ever seen.
We are more...
We are more participatory without saying anything.
Right now what we do is we see this.
People love so much to be a part of this.
I cannot tell you.
I cannot tell you what has happened to our wiring by virtue of having a device in your hand that allows you to memorialize every aspect of your life, every thought you've ever had.
And to give credence and a platform and a stage and to elevate you into this full world of brilliance and beauty and charm and excitement and cool and sexy.
It will be a hundred years before anybody even begins to understand what effect, I'm pointing to my phone, what effect my mouse here has had on people.
That's all.
And remember, when you get a new phone, it's not the phone, it's you.
You're the product.
You're it.
It's not about this.
Nobody cares about this.
It's you.
And we're going to do everything under power to bring in influencers and people to lure you, to just make you do what they want.
Remember, crowds.
Gustave Le Bon.
Look at this.
Murmurations, starlings, hordes of animals, passels, schools of fish.
That's what you are.
You're the product.
This is not about you making your life better.
I'm sorry to say this.
It's about getting you to just listen, to focus, and then to change your behavior to comport with your media masters.
I'll leave it at that.
Your media controllers.
Your media directors.
Influencer types.
That's enough.
I received this letter, email from somebody begging me.
I wish I could find that he was absolutely saying it sounded almost like a it sounded almost like a like a desperation letter.
He says, you don't understand.
Eight minutes tops.
I can't listen to you anymore.
Eight minutes.
I think he said eight minutes.
Tops.
I can't.
I got like three of them in a row begging me, please, stop.
I'll find it.
I'm not going to mention names.
Isn't that interesting?
I can't take this.
Please.
Eight minutes.
Just leave it at that.
My friends, preparewithlinel.com, preparewithlinel.com, mypillow.com, slash Lionel, promo code Lionel.
Don't forget, Mrs. L, go to Lin's Warriors on YouTube, subscribe, subscribe, subscribe, and like those videos.
They're incredibly important.
Follow her on Twitter, at Lin's Warriors, underscore, before Warriors.
And I'm at Lionel Media.
Have a great and glorious day.
See you tomorrow, same bad time, 9 a.m.
Until then, remember, the monkey's dead.
The show's over.
Sue ya.
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