Erika Napoletano: Why You Need To Be Unpopular

It’s not everyday we’re told to be unpopular…but that’s exactly what Erika Napoletano suggests we do in this really fun and NSFW conversation:

Erika Napoletano

Erika is a copywriter, business strategist, author, and blogger out of She is a breath of fresh air, and as you’ll see in this interview, she has no fear about speaking her mind… As she says, she is unfiltered, uncensored, and unapologetic.

She joins me to discuss her new book, The Power of Unpopular.

On the show, Erika and I discussed the following topics:

1. What it means to be unpopular, and why we need to fight against societal norms of striving to be popular. The idea is that when you become unpopular with a certain audience, you become BELOVED by a more important audience…

2. And the role, positive or negative, social media plays into that idea…

3. Followers don’t matter. The amount of relationships with real people do…

4. When you stop worrying about achieving popularity, and focus on people, you will naturally become popular with the right audience.

5. Conflicts makes for devoted fans (and customers), and storied rivalries prove this point: Coke vs. Pepsi, Mac vs. PC, or the Yankees vs. Red Sox. Devoted fans have a rival. The Yankees, cannot, and will not, be loved by everyone…

6. Instead, you must elevate your audience

7. The continuing battle to encourage businesspeople to speak to a niche…not to EVERYONE.

8. Audience building strategy by way of the Sex Pistols, or how to stir up the passion from your customers!

9. Good vs. Bad publicity: publicity is bad when it reminds the audience that you’ve forgotten what it means to serve your customer.

10. “Love me, hate me, but don’t be indifferent…”

11. How fighting to be unpopular can make it easier to be creative in telling your story…

12. The difference between unpopular and unlikeable.

13. The five ingredients necessary for an unpopular brand…

Follow the book on Facebook, and you can purchase the book here (affiliate link):


[be an intrepid — and unpopular — marketer by joining us here]

  • Justin Cresswell

    Agree with this viewpoint. Thanks for speaking up and validating those of us who are striving for authentic brand connections.

  • Todd Schnick

    justin – thanks for watching. and yeah, if you know erika, she is all about authentic…

  • Mars Dorian

    Kick-ass interview that I listened to 3 times by now. I luv the concept of alienating your “wrong” people and rocking the world for your “right” ones. It’s strange to see that everyone still wants to play it vanilla and cater to everyone (which is impossible and boring).

    Well done ladies and gents !

  • Todd Schnick

    you rock. you know, counterintuitive is what works in the modern world…  ;-)

    thanks, as always, for listening!!