The other day I got an e-mail from Scott Stratten that ended with a very profound quote. Scott said, “There is more money being made in selling the dream than pursuing it. Be careful.” Does this resonate with you like it did with me? It was just a P.S. at the end of Scott’s newsletter, but I sat there with it for a moment and I’d really like you to do the same.
There is more money being made in selling the dream than pursuing it. Be careful.
— Scott Stratten (@unmarketing) June 18, 2012
That’s powerful right? There are a million books out there about self help, ten million blogs, hell even Scott himself is popular because he helps people better master their marketing, or rather their UnMarketing, to grow their business. Every copy of his book that has sold, sold based on the dream, not based on a guarantee. “Your results may vary” as they always say.
We buy into the idea, the dream, that if we just follow this persons program that then we will succeed, we’ll have the white picket fence and the yard and be the envy of all our friends. Every time someone buys a book like How To Win Friends and Influence People or Jim Collins Good to Great, they’re buying that to more easily realize their dream.
Scott’s quote succinctly explained what I felt was one of my major frustrations in life. San Antonio, for example, is a pretty major “Pay-To-Play” city. There are entire magazines here where the “features” are 100% paid endorsements, not too different from buying links to manipulate Google, you can BUY good press. Someone is there, knowing that you want to get recognized, that it strokes your ego to see your name in print, and they’re happy to profit off of the pursuit of your dreams.
Never underestimate the power of personal greed, be extremely weary of anyone who stands to profit from your participation in whatever they are selling. I see this in web design all the time, even today, I forwarded on e-mails from a client who had paid a lot of money for a website and that website didn’t cover any of the SEO basics. They were paying someone, a designer, to make them a tool for their business to grow, to help them pursue their dream, yet what they were getting wasn’t what they needed to make that happen.
My own industry is not above this, far from it. We see SEOs all the time who sell the IDEA of SEO, with little clue on how to execute, how to build a link or optimize a clients’ website. It’s scary. Anyone can buy a radio ad, or a billboard, there’s little in the way of accountability at the end of the day. Even the Better Business Bureau is Pay-To-Play and they’ve been followed by extremely bad press where they’ve given their A+ ratings only to companies that buy in.
It’s a dog-eat-dog world out there, and you have to protect yourself. It’s like Dave Ramsey always says, the Government is not going to swoop in and save you. You are responsible for making your own dreams a reality, and it’s an uncomfortable thought, but perhaps, if you fail, it’s because you didn’t try hard enough.
The only person responsible for making your dream a reality is you, but you have to be willing to do the hard work, suffer the sleepless nights, to make that happen.
Turn off Storage Wars and get out there! You are all you need.