Why It’s Okay To Have Haters

When it comes to building your personal brand and producing content you’ll find that people will fall into one of three categories. I call this the 20/60/20 Rule, and if used properly you’ll create a massive community of raving fans.

In this video I talk about the 20/60/20 Rule and explain who falls into each category…

Why It’s Okay To Have Haters from John Morgan on Vimeo.

Don’t waste time trying to win over the haters. Focus your energy on taking excellent care of your supporters.

When your brand stands for something you are guaranteed to have haters.

Marketing legend Dan Kennedy says if you aren’t pissing off at least one person a day then you aren’t trying hard enough.

Having haters is unavoidable. You’ll never please everyone. Being 100% honest with you, it doesn’t feel good when someone doesn’t like you or your business. You have to develop a thick skin about it & you have to focus on those who love you.

The good news is that haters unite your fan base. Your supporters will stick up for you and they will fight for you. It strengthens the bond between you and your audience who loves you.

A great example of this on a big scale is Martha Stewart. Like any personal brand she has fans and she has her share of haters. When Martha was sent to the slammer her haters had a field day.

The reaction from her supporters? They got fired up and made sure they supported her by using their wallets. They purchased so many of her products that her business actually increased while she was locked up!

Not everyone will be a fan of yours. And that’s okay because you don’t want everyone. You want the RIGHT people. The people who need your help and the people who will support you. Let the haters hate!


P.S. If you’d like to really piss off any haters I may have out there, do me a favor a hit the “like” button at the top of this post :-)

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  • http://justicewordlaw.com Justice Wordlaw IV

    I love this post, I love your ratio of what you have placed right here. You are so correct with haters. This was an amazing post to read and view this morning. Great job

  • http://www.brandbreakout.com John Morgan

    Thanks Justice! I appreciate it.

  • http://www.facebook.com/dannyboygriffin Danny Griffin

    No matter how hard I try…I just could never hate you!! Nice work my man!

  • http://www.brandbreakout.com John Morgan

    Haha! That’s good to know! :-)

  • Eric

    “…and 20% will hate your guts and that is awesome…” Love it!

  • http://www.brandbreakout.com John Morgan

    Thanks Eric! There’s a huge benefit to having haters :-)

  • Msmonkii


  • http://www.brandbreakout.com John Morgan


  • Deanhunt

    Great vid John. I always say “The worst response you can get is no response at all”, so if nobody hates you, you are doing something wrong.

  • David Shillito

    Hi John – you are so right

    The oposite of love is not hate, it’s indifference

    People would much rather be hated than ignored

    Politicians, Religious leaders, Musicians & Comedians could not thrive without that polarity response, they all know the haters are essential if one wants evangelists

    I’ve just found you. Im going to read everything you put out

    Dave Shillito
    CEO InformationProducts.com

  • http://www.brandbreakout.com John Morgan

    Great point from the king of buzz! Nothing worse than having people in the middle. Thanks for the comment bro!

  • http://www.brandbreakout.com John Morgan

    Spot on Dave. Glad you found me :-) Hope you enjoy the other posts!

  • David Shillito

    Hi John – My comment was indexed in Google by 3am! Google loves your site – Yoinks!

  • http://clevermarketer.com Heather C Stephens


    I’ve been meaning to come back here and leave you a comment, and I just talked about your video in a comment I left on technshare which reminded me to come back.

    I know when I first got started online, I was afraid to play a bigger game, to disagree with someone and to really take a stand on things because I thought it would turn people off. (I also was scared to focus my niche because of who I might miss).

    But thankfully, somewhere along the way I stopped caring what other people thought so much and started to be myself online, share my opinions, ask the leaders I was following the tough questions, etc. What a difference!

    Wish I had seen your video a year ago! It would have saved me a lot of wasted time and worrying.

    Great job, John!


  • http://www.brandbreakout.com John Morgan

    Haha! Maybe I can get Google to give me a testimonial :-)

  • http://www.brandbreakout.com John Morgan

    Thanks Heather! Glad to hear you put it behind you and continued moving forward! Kudos to you!!!

  • http://twitter.com/PhilBegnett Phil Begnett

    heard about this before and its a great message.. i also like the way you have put up the right length of video for the web, an edited, straight to the point version of your seminar.. good job!

  • http://www.brandbreakout.com John Morgan

    Thanks Phil, I have many more videos coming to the blog. All of which are short & to the point. Appreciate the comment!

  • http://eatingbattles.wordpress.com Shirley Billson

    I don’t know how I found you, but glad I did…here’s to the 20%. I am so much more comfortable about people not liking my Ditch the Fat Bitch strategy for binge eating!

  • http://www.brandbreakout.com John Morgan

    Hi Shirley! I’m glad you found me!

  • http://twitter.com/PeachPromotions Peach Promotions

    Great advice, thanks!

  • http://www.hippiespelunker.com lisamariemary

    Love this! So true, so true! And it seems like I’m hearing this message a lot lately – to nurture ‘your peeps’ and ignore the creeps! It’s really helping me to move forward and ‘do what I do’ without all those crazy head tapes running at me all the time, you know?

    I also love what @unmarketing said about ‘not being a jackass whisperer’! Classic!

  • http://www.grassrootsmarketing.ca Patricia Simoneau

    True true true. The 20% that love me? Ditto — I love them even more. I don’t give a crap if 20% hate me. Odds are the feeling is mutual.

  • http://www.brandbreakout.com John Morgan

    Life is too short to focus on negative people. It’s much easier and more fun to provide value to those who appreciate it.

  • http://www.brandbreakout.com John Morgan

    Thanks for the comment. Great attitude about it!

  • http://www.frymonkeys.com Alan Kay

    Not only good advice on how to leverage market segmentation, but therapeutic too. Hug your haters.  

  • http://www.brandbreakout.com John Morgan

    Thanks Alan!

  • http://www.becomeafranchiseowner.biz The Franchise King

    Thanks, John,

    You wrote that, ” It doesn’t feel good when someone doesn’t like you or your business. You have to develop a thick skin about it & you have to focus on those who love you.”

    As you know, my franchise ownership book was released in December. Some of things I wrote will piss off lots of fellow franchise industry professionals. But, I don’t care; that’s because my book wasn’t written for them; it was written for those who may be really close to making a huge life decision…becoming their own bosses.

    A friend of mine in the business, who just read my book for the second time, feels that current franchisees could benefit from what I wrote, too. So, if that’s the case, maybe some of the people…the franchise executives, may actually learn from what I’ve written, too. 

    If they can lose their egos, and do the things that need to be done on my industry, it will be well worth pissing them off.

    Your book freaking rocks, John.

    When you read mine, you may feel that we are somehow related :)

    The Franchise King®


  • http://www.JohnMichaelMorgan.com John Morgan

    Thanks for the comment and for the kind words! Much appreciated!

  • Joe Peck

    Thanks John! Looking forward to the haters!