The Audacity of Hype

I’m sure to ruffle some feathers with this one…

Seems I’ve piqued some people’s interest, as I previously mentioned that many gurus employ multiple marketing tricks and aren’t always trustworthy.

And their untrustworthiness shows in their over-hype of everything (not to mention their outright lies). Especially if they are promoting their product as the be-all-end-all solution to all your problems.

Yes, I’ll put my money where my mouth is.

I’m going to list out some common marketing tricks that are used on you frequently.

1.  Limited number of seats on a webinar.

GoToWebinar is the most popular platform for hosting webinars. They have a 999 person limit last I checked. Not many people are filling that up. They’re just trying to get you to rush.

2. Using “RE:” in the subject line when it isn’t a response to you, as you’ve never emailed them to begin with.

Oh please. This one cracks me up.

Seriously? People need to resort to this trick to get you to open their messages?

It might have worked the first time, but then the novelty wore off, and you can see right through the trick.

Another classic example of just not being honest.

3. Co-authored books that you pay to participate in.

Books that have groups of authors are nothing but a marketing ploy.

One famous author organizes it and then has the others pay to have a chapter included. That way they all look like equals and they all look like experts.

But they didn’t really do much. Other than pay to be included. And then they sit there and take credit for it.

You could be there too if you paid enough money.

I’ve had these offers over the years, but I never took them up on any of them, as it just never felt right.

After all, a true leader actually has something to say. Lots to say. So no need to fake being an expert.

If you truly know what you are doing, then you can fill a book with ideas. No need to just buy your way in with a chapter in someone else’s book.

4. Fake confirmations

Some of these stellar individuals send out fake confirmations to their events saying your registration was received and they look forward to seeing you there. Or they “confirm” your purchase of their product (even though you didn’t buy it).

I guess they figure you’re too dumb to realize that you didn’t actually purchase anything from them.

I can only image some of the customer service calls (where they probably try to turn it around on you and then hard-sell you).

Guess they can’t just be straight-shooters.

My recommendation?

Screw the black-magic ninja tactics junk!

It just isn’t needed for an honest business.

In my world, I’d rather just show you — and provide you with — awesome value to entice you to become a client of mine, rather than try and trick you.

It is much better for the relationship in the long-term (and in the short-term too for that matter).

Do I lose some people from this approach?

Yes, I probably do.

But what I don’t lose is sleep.

And that’s important to me.

So I’m quite sure there’ll be some marketers upset with me for going public with this.

But I don’t care what they think of me.

I care about you.

I get irritated by much of the stuff I see out there, and so enough is enough.

I figure you’ll all find it refreshing to hear someone confirm what you’ve probably at least sensed in the back of your mind.

Want some serious value?

Apply for a Strategy Session with me. We’ll talk about you, your goals and how to achieve them.

Is this just an empty marketing ploy to get you into one of my mentoring programs?

No, because you’ll get serious value from the call even if we never speak to each other again.

I do use these calls to meet great people who are a good match for finding success in my programs, but I provide you with great value through the process, not just empty marketing hype. That’s the difference.

See for yourself:

Tom Zeeb
Traction Real Estate Mentors


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