WANT to believe “secrets” are being kept from them by the government, the rich, big corporations, etc. The “Natural Cures” book wasn’t the only one he did; he cut-and-pasted the same “What THEY Don’t Want You To Know” formula for getting out of debt, weight loss, getting rich (free money THEY don’t want you to know about), anti-aging cures, and more. The formula was a tried-and-true one: Create an enemy and convince people it’s NOT THEIR FAULT they are broke, fat, miserable, in debt up to their eyeballs, and unhealthy. They are in the situations they’re in because of “secrets” being kept from them by a privileged few. Sprinkle in a little easy-button porn with a big scoop of
I’ve said it multiple times: IF you ARE the “Bad Date,” don’t send the letter out but make certain you immediately fix your shortcomings. I’ve made sure to NEVER falsify any numbers, testimonials, case studies, or facts provided. YOU SHOULDN’T EITHER. I’ve been brutally transparent, sharing real numbers, real challenges I’ve had in my business, mistakes I’ve made, and honest advice based on what I actually do, not what’s popular or easy. Despite what others may think, we don’t hide negative reviews and comments about us on our own Vendor Directory. This is why I don’t hide from clients asking tough questions about the “why” behind what we do, the results we’ve gotten, and our methodology. I openly admit to an 11% refund rate and routinely talk about the negative of our programs, which is that we aren’t going to come to your office and do it for you. I never hide the fact that the Toolkit is HARD WORK. That most people never get beyond the surface to implement anything and, therefore, get NO RESULTS. That’s not a product flaw, by the way, but a truth about human behavior I cannot change or fix, but it’s one that has to be said. If you have a fraud in your own backyard distracting clients and causing you to lose business, my advice is to pay them no attention. Eventually, all frauds are found out — you just might not know about it because they don’t promote THAT. Focus on delivering excellence and transparent communication and you’ll win out every single time.
curiosity, and voilà, you’ve got a product that will sell like hotcakes. Everyone WANTS to work a four-hour workweek, work out seven minutes a day, eat their way to weight loss, and manage people in a minute or less (see the opening rant). That’s why these programs sell. But if you want real, sustainable results, you must be smarter than that.
Eventually, all frauds are found out — you just might not know about it because they don’t promote THAT.
Second, go to great extremes to be honest and totally transparent in every conversation, every marketing campaign, and every communication to the public with clients and everyone you deal with. A few years ago, I had a very interesting dinner with Mike Rowe, star of “Dirty Jobs,” the night
before he spoke to our audience at Boot Camp. I asked him what he did to garner such a huge fan base. Without hesitating, he said total honesty and transparency were key. So many people are done with being deceived by the news, politicians, big corporations, “reality” TV, and the like that they are HUNGRY for truth. He said people are not just aware of BS, they are LOOKING for it, watching your every move, trying to figure out the hoax, assuming you ARE scamming them, and trying to see a chink in the armor to point to and scream, “Aha!”
Founder And CEO, Technology Marketing Toolkit, Inc.
www.BigRedMedia.com
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