How MyPillow's Mike Lindell has used personality marketing and controversial political views to help drive sales.

https://www.youtube.com/watch?v=ijVNc_2J4_c

Transcription

Product review My Pillow Giza Dream Sheets. Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

Now, I'm not endorsing anything that Mike Lindell does, says, or sells. I'm here to talk specifically about how he does it, and how you can learn from it one way or another.

It's a very interesting process that he uses. One, that he is only used up until the last handful of years when he started getting political is the idea, of sending people off by being political.

So he's an extremely controversial figure out today. But I want to tell you, I'm not here to endorse his politics, or to denounce his politics. I want to talk about how that affects his sales.

Now, I guarantee you one thing is true. The people that like Mike Lindell and his MyPillow brand, only like him more because of his political outspokenness, it's not that he didn't turn people off. I'm sure he turned a certain amount of people off, but now it's become part of his brand.

Now his support of Trump and this and that it's all part of his brand. This is a guy that started from nothing, he was selling these pillows, at county fairs and so forth.

From my understanding, you know, you buy a booth and you just sit there and tell his story. And you talk about the bottom-up celebrity concept.

This is what he did.

He made himself into a celebrity whether he knew what he was doing or not. He has done it and he has created something that anybody can study. And you can use it one way or the other.

Now I'm not saying you got to go out there and be political, but at the same end, I'm not going to tell you about the Giza Dream Sheets, I didn't buy these. My wife bought these.

I'm certain that she did not know what Michael Lindell position is on this or that or that that sway her one way or another from buying these. She had gotten some type of deal somewhere. Either from a friend or something that she had online, some type of deal where she could get them at a really good price and so she jumped on it. But I want to show you some of the packagings here.

So this came in the package. This is the actual package that the sheets came in here. Let me show you this. This is the little write-up.

Everything is branded with him.

He is a part of the brand.

And think about this, nowadays even furniture brand of any sort anything that you would consider furniture or bedroom material. Have you seen anyone promoting a pillow or a blanket based on personality?

Where the person that's selling it because they've built up a personality there's no commercials or something else?

You don't see it very often at all, especially in this marketplace, but you can use it in any marketplace. It doesn't matter what it is that you're trying to sell.

Here's a note from him.

Hello, I'm Mike Lindell the inventor of MyPillow for the longest time I've wanted to come out with these sheets. But until now, I haven't been able to find anything that held up to my high standards. And he goes on and on about this Egyptian cotton and everything about it is just very brilliant, very well written includes one flat sheet and tells you the contents signed by Michael Sandel.

It means something because people know who he is.