"Explode Sales AND Slash Your Marketing Expenses With Our Simple Proven System"
"Learn to Generate Massive Wealth at our Upcoming Weekend Seminar"
Shortcut claims seem like obvious foolishness, but these silly pitches wouldn't work if we weren't all looking for expertise, success and wealth with no real investment on our part. Most intelligent people dismiss such offers as too good to be true, but enough people respond to outrageous bogus deals that we keep seeing them over and over in print, online and in our inboxes.
I suppose it's understandable - people want prestige and money fast with minimal effort.
The thing I've noticed lately (perhaps it's the recession) is how pervasive this promotional tactic has become in recent months. Absurd claims with no basis in reality are not confined to infomercials, internet ads or spam emails - they have invaded mainstream business. You don't have to look far to find people hawking programs that promise you the moon for a few bucks and a few hours.
What the "marketers" (and I use that word very loosely) of these programs conveniently leave out is the proven science of greatness. In his blockbuster book Outliers, author Malcolm Gladwell notes that it takes roughly 10,000 hours of practice for anyone to reach the top of their field: the equivalent of three hours of practice a day for ten years. If measuring in 40 hour work weeks, you would have to labor for five long years before earning your stripes as an 'expert'. No one has yet found a case where world-class talent was accomplished in less time.
I hate to see people with a legitimate program make it seem trite by attaching absurd claims to their services. I hate to see hopeful individuals hand over their hard-earned dollars and waste their time trying to accomplish the impossible.
When you pay, no one explains that the sure-fire marketing system, or the can't miss stock tip, or the weekend seminar to make you an instant millionaire really can't take the place of real knowledge or faithful practice. Some of the 'experts' teaching these classes and hawking these programs are apparently suffering from memory loss. Having achieved a high level of mastery in their own right, they have forgotten what it took to get there and think they can transfer their expertise to anyone in a few hours.
But that can't really be done. There are infinite subtleties to true expertise... intuition, connections and experiences that have to be learned the hard way. The obvious solution to a real expert cannot come naturally or easily to the beginner - and no quick-fix artist can alter that reality.
The real way to achieve success in business and in life is to find the unique path to mastery that works for you. It will take time and effort - sometimes sweat and tears - but in the end you will reap the rewards of honest effort.
The simplest path to success, respect and happiness is to dismiss the scams as a distraction and get on with the legitimate task of becoming a master at what you love most.
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