[Day 4] How I Got Interested In Marketing?

Michael Jackson Impersonator

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Marketing. It's a term thrown around so often, it can feel like a magic spell promising instant success. But for me, marketing hasn't been a quick fix, it's been a lifelong dance – a Moondancing journey, if you will.

How I Got Interested In Marketing

This is NOT a story of a marketing guru, but a Marketing Artist. I'm not here to claim expertise, but to share my 20-year adventure in building my personal brand, Tu Michael, and spreading the philosophy of Moondancing. It's a tale of stumbles, victories, and the power of authentic marketing fueled by passion.

I wouldn't call myself an expert in Marketing. I would rather call myself Marketing Artist.

However, I have spent more than 20 years reading and learning about Marketing, with a clear goal in mind: to build my personal brand Tu Michael and spread the philosophy of Moondancing. And I have probably spent 69000 hours practicing Marketing in my own life.

Here's how I first got interested in Marketing:

From Stage Lights to Dreams of Something Bigger (2000)

The year was 2000. I was a shy boy on a secondary school stage, channeling my inner Michael Jackson to "Billie Jean." The thunderous applause was a revelation. It wasn't just about mimicking the King of Pop, it sparked a dream of creating something new – a dance style I called "A.D.M" (Atrractive Dance Movements). My personal brand, Tu Michael, was born.

Marketing? It was a foreign concept at this point.

The Freshman with a Silly Dream and Shamelessly Simple Marketing (2003)

Fast forward to 2003, a freshman at the Institute for International Relations (now DAV). A new festival meant a new opportunity to perform. My depression had just lifted, and a fire ignited within. "I must build my personal brand Tu Michael as a Moondancer," I declared, and A.D.M officially became Moondancing.

Books on marketing became my companions, but academic jargon like "4P" and "customer segmentation" left me bewildered. So, I did what felt natural: flyers before performances, collecting organizer contacts, even gifting VCDs of my routines. These were my early, unrefined marketing steps toward building Tu Michael.

Little did I know, my performances captivated audiences. They saw the raw emotion, the embodiment of Michael's spirit, the goosebumps-inducing energy I poured into every move. My focus was on the dance, unaware of the marketing magic happening in the background.

Another secret weapon I unknowingly possessed?

My trusty Camcorder. I was a gift that my parents bought me when I entered university.

Recording performances for self-analysis became a treasure trove of video content – a goldmine for future video marketing.

Little did I know, I was doing marketing for myself to build my personal brand Tu Michael. People talked about my quality of performance a lot, because whenever I dance, I am totally lost into the melody.

People said that I expressed Michael Jackson's spirit so true that just by looking at me standing onstage, it gave them goosebumps. But I did not notice anything about it. I just danced to my full energy and emotion.

One more thing you should know, I usually brought my Camcoder (a video tape recorder) with me to record my performances. I record just to keep for myself to analyze my Moondancing so that I can improve it.

And little did I know, I was accumulating a precious assest: my own treasure of old videos so that I can do video marketing.

Taking the First Steps Online: "The King is Back" on Yahoo 360 (2007)

"Blog" – a new term on the airwaves in 2007 Vietnam. The internet was slow, Yahoo Messenger reigned supreme, and its Yahoo 360 platform offered personal blogs. Fueled by the desire to reignite my marketing efforts after another bout with depression, I created "The King Is Back" on Yahoo 360.

My blog overflowed with emotions, chronicling my Moondancing journey and performances. This was also the time I started uploading Moondancing videos on YouTube – a daring move in a time when online self-expression was considered unusual.

This is one of my first videos:

I uploaded my first video on 7.7.2007

I uploaded many videos a long time ago:

The trolls came, the haters swarmed. "You dance like sh*t," "What's wrong with your crotch that you grab it too much?", etc they'd say.

It stung, but through it all, I connected with two other Michael Jackson fans. Together, we built a small forum, the Michael Jackson Fan Club Vietnam (MJFCVN).

From a tiny group of 5, we grew to 10, then 100, then 1000, then 2000 members. It was a slow but steady climb, fueled by the power of community marketing. In 2009, Michael Jackson's passing sent shockwaves worldwide, including our MJFCNV community. We grew exponentially to 40,000 active members in a single month! It was a stark awakening to the power of community and personal branding.

From Banker to Freelancer: The Lure of Online Marketing (2011)

2011 saw the birth of my freelance Moondancing gig.

In 2011, I began to work as a freelancer with my Moondancing gig. I was amazed of how I can make money online while still working for Vietcombank. And I began to study a lot about online marketing, especially affiliate marketing, I learn how to SEO, I built a lot of niche sites to make money, etc I tried different ways of MMO.

You can read how I made 2000 USD from working online at home as a Moondancer. Here is a very basic trailer I made back then:

You can watch another trailer here:

Balancing my bank job with online income, I dove headfirst into the world of online marketing, particularly affiliate marketing. SEO became my mantra, niche sites sprouted like mushrooms, and I explored the vast landscape of MMO (Make Money Online) strategies.

By 2015, I was confident enough to quit my job and pursue my own business. Marketing knowledge in hand, I embarked on this new venture. However, marketing is just one piece of the puzzle. Weak leadership skills led to the demise of my team. The fall was hard, but it ignited a new direction – building my brand not just as a Moondancer, but as a Marketing Artist.

My story resonated, and I became a sought-after speaker. The 2015 TEDx stage and a Payoneer speaking engagement in 2018 stand as proud testaments to this journey. But even the brightest moon experiences eclipses.

The Darkest Hour: When Depression Nearly Stole Everything (2022)

The year 2022 was a brutal battle with depression. It almost took everything, even my life. This financial misstep, a story for another day, serves as a stark reminder of the fragility of success. However, this blog post focuses on my initiation into marketing, and with that in mind, let's move forward.

Looking Ahead: Spreading "Chân-Thiện-Mỹ" Through Online Business and Marketing

The next decade holds a clear vision: spreading my methodology of online business and marketing built on the foundation of "Chân-Thiện-Mỹ" (Truth, Goodness, and Beauty).

My Message to You: Embrace Authentic Marketing, Today

My story is a call to action. Start your journey of authentic marketing as soon as possible. Your personal brand is your greatest asset. Your online content, a ship ready to carry you across virtual oceans filled with opportunities.

Share Your Journey with Me, Will You?

This blog post is just the first chapter. I have stories overflowing, but the sheer volume can be overwhelming. So, tell me! What sparks your curiosity? Leave a comment below with your questions, and I'll be happy to delve deeper into specific aspects of my journey.

Remember, marketing isn't about smoke and mirrors. It's about channeling your passion, building genuine connections, and offering value through "Chân-Thiện-Mỹ" (Truth-Goodness-Beauty). Let's all become Marketing Artists, illuminating the online world with authenticity and purpose.

The Journey Continues...

This blog post is just the beginning. As you explore the comments and delve deeper into my story, remember, your marketing journey awaits. Embrace your passions, find your unique voice, and light up the online world with the beauty of your truth and the power of "Chân-Thiện-Mỹ" (Truth-Goodness-Beauty).

Stay tuned for more stories, tips, and insights on becoming a Moondancer and Marketing Artist!

Tu Michael - Moondancer, Marketing Artist