Kevin O’Leary on the Enduring Power of Outrageous Content to Drive Sales

In a recent LinkedIn post, Kevin O’Leary discusses the timeless strategy of using provocative content to capture attention and drive sales, arguing that the internet, while a new distribution channel, has not fundamentally changed this age-old marketing tactic.

O’Leary draws a historical parallel to illustrate his point, stating:

“It’s a new name for an old idea. Shakespeare wrote outrageous things to sell plays, and ever since then, when the printing press was invented, people wrote outrageous things to sell books, and they always will.”

This perspective suggests that the core human desire for sensationalism, as a means to engage an audience and ultimately convert them into customers or patrons, has remained consistent across centuries and technological advancements.

The Internet as a Distribution Vehicle

The business magnate further elaborates on the role of the internet in this dynamic. According to O’Leary, the digital realm is merely another platform for disseminating content, not a revolutionary force that alters the fundamental principles of what makes content compelling or effective.

“The internet’s just another distribution vehicle,” O’Leary writes. This framing positions social media and online platforms as extensions of existing communication methods, rather than entirely new paradigms that necessitate a complete overhaul of marketing strategies.

Challenges in Controlling Online Speech

O’Leary also touches upon the persistent difficulty in controlling the flow of information online, a challenge that predates current digital platforms and continues to be a complex issue even for highly regulated societies.

He points out the elusive nature of controlling online speech, noting:

“The idea of controlling speech online has been elusive. In even China, it’s really difficult.”

This observation underscores the decentralized and often borderless nature of the internet, which makes top-down censorship or control exceptionally challenging. O’Leary suggests that the most extreme measure, complete shutdown, is often the only recourse, but even that has its limitations.

The Limits of Digital Control

Expanding on the difficulties of online content control, O’Leary highlights the ingenuity of users in circumventing restrictions.

“Once it’s out there and once people have a VPN or ability to go around the IP that’s been shut down, they get access to it,” he explains. This points to a continuous cat-and-mouse game between those attempting to regulate online content and those seeking to access it, regardless of restrictions.

O’Leary’s analysis suggests that while the tools and platforms for communication have evolved dramatically, the underlying human psychology that responds to bold, even outrageous, claims remains a powerful driver of engagement and commerce. The challenge, as he frames it, is less about controlling the narrative and more about understanding and leveraging these enduring human tendencies in the digital age.