Dennis Yu

The secret to being liked

There was once a study where psychologists showed subjects a series of pictures, asking them to rate how attractive the people in the pictures were. Unknown to the subjects, they sometimes saw two of the same person– the difference being that one picture would be digitally manipulated to increase pupil dilation.  The impact?  The picture with the increased pupil dilation would on average receive one point higher in ratings– say, a 7, instead of a 6, out of 10.  The ancient Egyptians knew this two thousand years ago.  Before going out, girls would put eyedropper solution in their eyes to dilate their pupils.

But why does this work?

When you are attracted to someone, your brain instructs your eyes to let in more light– to collect more information on the object you are interested in.  Thus– the law of reciprocity, which is the old Dale Carnegie trick of “How to Lose Friends and Alienate People”.  How can you take the old techniques of remembering people’s names, asking people to talk about themselves, and giving compliments (instead of criticism)– and update that to the year 2009?

I like you

Do I?  Who knows, but there was once a car salesman in the Pacific Northwest who mass-mailed prospects and handed out zillions of business cards.  He is allegedly the top car salesman in the US.  The secret?  (No, not “The Secret”, which is a book and movie).  He printed “I like you” on the backs of these cards.  Completely obvious, yes– but effective, nonetheless.  Facebook just released a feature where you can click “I like it” against any activity in your feed.  There is almost no downside to hitting “I like it” to anything that is in your feed as well as anything that a friend posts (within reason).  At the extreme, perhaps you can be accused of a nodding bobblehead or a “yes man”– perhaps a risk if you were to create a script that automatically hit “I like this” for anything you and your friends do on Facebook.  Hint: who wants to write the script and sell it to people on Linkedin?  Insurance and real estate agents would love it, by the way.

Your baby is beautiful and what a delicious meal you made!

Not all babies are beautiful– sorry.  And not every dinner at a friend’s house was the best [insert name of food] that you’ve ever had. But back to the rule of reciprocity, people like folks who like them. So in the world of LinkedIn, you can write a glowing recommendation of someone who you’d actually like to have a recommendation from.   There is a good chance they will reciprocate– provided that your recommendation is authentic and thoughtful.

I’ll invite 10,000 of my best friends

Yeah, right. Remember the days of MySpace trains, where you could join the train and auto-friend everyone else– then get a million friends overnight?  The same is true with LinkedIn and Facebook– there are people who think that the quantity of friends makes up for the lack of any depth with a few key close friends.  “So how many followers do you have on Twitter?”, was a question that came up in last night’s Tweetup in San Francisco.  I happen to have almost a thousand. There are folks who have 30 times that.  Yet the ratio of how many folks you have followed, divided by my how many friends you have is a more accurate measure of your influence. There are guys who have followed 10,000 people and naturally got 3,000 folks to friend back.  Then they unfollow most of those original people and have a great-looking ratio.  It goes back to developing relationships, which can only be done one person at a time.

Too much of any good thing is bad…

There is abuse in any of these tactics– but it doesn’t mean the tactic is not valid.  Overdo it and people will wonder if anything you say is just a veiled attempt at self-promotion.  But as Mark Twain said, “The key to success is to be genuine. Fake that and you’ve got it made!”

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco


Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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