How I Accidentally Trashed Mike Cernovich to the Media

I was recently interviewed by Ariel Stulberg on Search Engine Optimization, online marketing, “fake news”, hoaxes, social media, persuasion and how they’re all interconnected.

Ariel is writer for FiveThirtyEight and

This was my first media interview, and it was a lot of fun. Ariel is bright, conscientious, objective and asked some pointed questions.

…But I have a newfound respect for politicians and pundits.

You see, doing media is a skill.

Imagine every word you speak being recorded and potentially broadcast to the whole world.

Pay attention to the things you say during the course of the day. Think about what could be taken out of context.

You might even notice that sometimes you say things in conversation that you don’t even mean.

It takes real discipline to stay on message and keep mistakes to a minimum.

For the most part, I did a good job of this.

Though I could have been more interesting, and there are a couple of verbal ticks I need to eliminate.

The only mistake I made was comparing Louise Mensch to Mike Cernovich.

If you’re not familiar with either, Mike is the author of Gorilla Mindset and a self-made media mogul. Louise is a former UK MP who is enjoying a run of infamy as a Trump-Russia conspiracy theorist.

Unfortunately, I messed up the recording and didn’t capture the interviewer’s voice in the conversation, only mine. (Again, it was my first interview.)

Without Mr. Stulberg’s voice, it’s hard to tell from the recording what the context of that comparison was.

To be fair to Mike, I preceded it with praise on how he “drives traffic” (he does), has a Twitter worth millions and for being a self-made man.

Here’s the point in the interview where we discuss Mike:

Though it wasn’t my intention to bad mouth Mike, my quote could easily be taken out of the context.

The point is that doing media is work.

Though it was fun, I will be taking some precautions in the future:

– Limit the time.

Guarding and thinking about every word takes a toll on your energy. The longer you talk, the more likelier you are to make a mistake.

In the future, I’ll limit media interviews to 45 minutes or less.

– Have a plan

You should write down points you want to make and refer back to those.

If you don’t have a direction in mind for the discussion, then the journalist will dominate the subject and tone (that’s his job).

– Have fun.

In retrospect, I was a little too cautious. Try to express your points in funny ways.

There’s an optimal point somewhere between Sam Hyde and being a bore.

The full interview is below.

Here are some of the topics we cover:

How Google’s search results algorithm works
Is Google biased?
– How hoaxes spread online
Corrupt journalists and SEO


P.S. This is my new company Triumph.AI as discussed. If you’re interested in Artificial Intelligence for SEO, you might want to read about it. 

Comments 1

  1. naturally like your website but you have to take a look at the spelling on quite a few of your posts. A number of them are rife with spelling problems and I find it very troublesome to tell the truth then again I?¦ll certainly come back again.

Leave a Reply

Your email address will not be published. Required fields are marked *