The Ginsu knife commercials may have launched the current sh*tstorm of gimmicky selling techniques. Although I could argue that most of the current media darlings were all but a twinkle in somebody’s eye when this thing was first launched.
You might make an argument for jealousy directed towards these multimillionaire course creators or YouTube stars--okay true, true. But mostly I am mystified. I’ll step you though my 'n of 1' experience. Because I just didn’t see the “there” there.
Or to quote Jerry Saltz “Learn the difference between subject matter and content”.
When you look at art, make subject matter the first thing you see--and then stop seeing it. Start seeing into the art; find what needs are being expressed or hidden there, what else is behind the narrative. A work of art is a rich estuary of material, personal, public, and aesthetic ideas. Let its water pass through the banks to reach you.--Jerry Saltz--How to Be An Artist
When I read the quote I think of graphics and data insights but you can see it is applicable to almost anything trying to get your attention. There has to be substance or intrigue to capture interest right?
Full disclosure, I am creating a digital course. It is all content no glitz. I don’t wear a ton of makeup, grin and smile, or make sure my hands are held up as I count the insights you will gain. Someone somewhere said to be certain your hands are visible so now when you look at videos you can’t miss the jazz hands.
I have been doing a little research on platforms, style, all of the under-the-hood preparation. It makes sense that this little course would find its way into my inbox. I am curious.
The woman in the video is a millionaire. She tells us how much money she makes and how she does it all with minimal effort, mentions her hunky husband, and also shares that she used to work for Tony Robbins. I can be a little critical because why would she care and let's face it--she laughs all the way to the bank.
The part that had me gobsmacked? There were almost 4000 people on this live “free” instructional video. I am not even sure what she sells but it seems like she is selling the idea of selling. If that was all, I would have simply thanked whomever forwarded the link perhaps muttering that it just isn’t for me. But...I was bored and started glancing at the chat comments.
For reference, my average class fees for learning technical and actionable skills in analytics run between $75 and $199. This entrepreneur was giving a bargain deal of close to $2000 dollars--to 4000 people--after telling them all directly how easy it all was for her and what a killing she makes.
The audience was eating it up. Signing up left and right. Many were asking if they could split it between two credit cards, others were going to start driving for Uber or meal delivery services in their area. It was a little heart breaking if I am going to be honest.
I need to write about the experience because it has been occupying space in my brain. And even if it wasn’t, this little video arrived in my inbox this morning:
Knowledge is knowing that a tomato is a fruit. Wisdom is knowing not to put it in a fruit salad.--Brian O'Driscoll
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In a world of "evidence-based" medicine I am a bigger fan of practice-based evidence.
Remember the quote by Upton Sinclair...
“It is difficult to get a man to understand something, when his salary depends upon his not understanding it!”