Deconstructing Deiss: The King of Social Media Hype

by Ryan M. Healy on March 19, 2012

…or the Video Critique Ryan Deiss Didn’t Want Me to Write.

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IMPORTANT UPDATE: As a result of this critique, Ryan Deiss contacted me. We hopped on the phone to discuss my criticisms, and Ryan has since updated the video script he uses to sell his Let’s Get Social product. If you read this post, you should also read the follow-up post here: My Unexpected Conversation with Ryan Deiss.

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Ryan Deiss sells an info-product that allegedly teaches you how to become a social media manager who earns $10,000 a month part-time. He sells this product at LetsGetSocial.com/video.

Out of curiosity, I watched the video sales letter — not because I want to be a social media manager, but because I was curious how he was selling his product.

My curiosity quickly turned to disgust as Deiss piled hype on top of hype.

Normally, I chuckle at these sorts of pitches and just move on with my day.

But as the inaccurate claims and flimsy arguments kept coming, I decided it would be negligent of me if I didn’t take the time to deconstruct Deiss’s outlandish claims one by one so people can see how ridiculous his sales pitch is…

The Most In-Demand Job in the World?

Deiss opens his pitch with a claim that stretches my skepticism to the limits. He claims he is about to reveal to you what is still the most in-demand job in the world.

most in demand job 300x121 Deconstructing Deiss: The King of Social Media Hype

Before he reveals this in-demand job, Deiss builds the suspense by making some additional hard-to-believe claims.

so easy 300x150 Deconstructing Deiss: The King of Social Media Hype

Ryan Deiss does not want me jumping to the conclusion that what he’s just told me is completely false, so he advises me not to jump to conclusions.

Then he tells me that the “most in-demand job in the world” does not require a web site, copywriting skills, formal education, a product, start-up capital, or selling of any sort.

no skills or selling 300x163 Deconstructing Deiss: The King of Social Media Hype

He also assures me that this job requires no formal training or experience in the field. In fact, he claims that “nobody” has any real experience in this field anyway.

no experience needed 300x126 Deconstructing Deiss: The King of Social Media Hype

In case you’re not paying attention, I’ve already been told a few extraordinary things in the first four frames of this sales video:

  1. This job is the most in-demand job in the world.
  2. I can make $10,000 a month working less than 40 hours a week.
  3. The job is so easy a 10-year-old could do it.
  4. I don’t need a web site, formal education, or selling skills.
  5. I don’t need any formal training or experience in the field.

These are some big promises. But do they stand up to scrutiny?

We’re about to find out…

How to Make as Much as a 3rd Year Airline Pilot

At this point in the presentation, Deiss tells us about his friend Kate Buck, a “busted out ballerina” who had recently been fired and was applying for a $12-an-hour job at Deiss’s company.

Although he didn’t hire Kate, he couldn’t avoid keeping in touch with her because, Deiss claims, he kept seeing her all over Facebook and Twitter. She was always helping other people with their social media.

More importantly, Deiss points out that Kate was gaining the skills that would become the foundation of her new job: Social Media Manager.

And with that comment, Deiss makes Contradiction #1. He first claims this job does not require any experience in the field, but less than a minute later says Kate was spending all kinds of time on Facebook and Twitter, and that the skills she gained led her into her new profession.

A couple slides later he explains that in a period of 18 months Kate had built her income to $10K a month. In other words, we know that Kate didn’t build this income overnight; it took her 18 months.

Of course, this all sounds too good to be true. Deiss knows this, so he asks the following question: “So how did [Kate] go from being broke and unemployed to banking as much money a month as a 3rd year airline pilot working just a few hours a day, whenever she feels like it… mostly from her cell phone?”

airline pilot 300x132 Deconstructing Deiss: The King of Social Media Hype

With this one question, Deiss has piled more hype on top of the hype he’s already dished out. Specifically, he has implied that you can make a six-figure income working only a few hours a day… whenever you feel like it… mostly from your cell phone.

The answer to Deiss’s hyped-up question is that Kate became a Social Media Manager. Apparently, this point is very important so Deiss says it twice. It is social media managing that has given Kate both a large income and time freedom.

But… Are Social Media Managers Really in Demand?

Deiss’s presentation has so far been based on one anecdote: Kate Buck. So he begins to attempt to prove that social media managers actually are in demand.

Exhibit A:

inc magazine survey 300x107 Deconstructing Deiss: The King of Social Media Hype

The percentage seems a bit high to me, but nothing too unbelievable or manipulative here. But here’s where the big leap in logic happens…

Exhibit B:

odds of making money as social media manager 300x138 Deconstructing Deiss: The King of Social Media Hype

Based on Exhibit A, Deiss extrapolates that there are more than 30 million businesses in the U.S. that want a social media manager.

Based on this figure, he uses a vague appeal to authority (“experts”) to make the claim that there are 10,000 businesses looking to hire a social media manager for every one social media manager available.

This is a massive fallacy, of course. It’s easily proven by Exhibit A. Note that “attempting to use social media” is a far cry from actively seeking to hire a social media manager. Two very different things.

Advertising Doesn’t Work Anymore… or Something

“Why is there so much demand for Social Media Managers?” Deiss wants to know.

“Because businesses have no other effective way to promote themselves” Deiss says to himself.

no way left 300x181 Deconstructing Deiss: The King of Social Media Hype

The only thing that’s working is social media!

I guess AdWords is broken, Facebook ads don’t work, nobody reads email anymore, nobody clicks on banner ads, affiliate marketing doesn’t work — everything is broken!

OMG – Small businesses have no way left to promote themselves except social media!

But wait, this is awkward…

Deiss currently sells products about Facebook advertising, email marketing, mobile marketing, getting traffic from search engines, and all sorts of other stuff.

Why would he be selling products about these topics if “nothing worked but social media?”

Misinterpreting Data

After trying to convince his prospects that all promotional methods are dead except social media, Deiss presents a series of data points to help support his case.

Unfortunately, he misinterprets the data to fit his purposes. Take a look…

outsource social media 300x247 Deconstructing Deiss: The King of Social Media Hype

In this first slide, Deiss points out that 28.57% of businesses surveyed said they would like to outsource social media if given an unlimited budget, while only 16.45% said they would like to outsource sales.

The question you should ask yourself is why?

The first sentence of the article says it pretty clearly: “Entrepreneurs dread social media.” In other words, they don’t like managing social media, and they see it as something that can be more easily outsourced.

Sales, on the other hand, is a critical business function. It is much harder to outsource.

But the percentages referenced in the article do not necessarily mean business owners are falling over themselves to hire social media managers. After all, the survey was based on a hypothetical question: What would you most like to outsource if you had an unlimited budget?

The reality is business owners have limited budgets, and I’m guessing social media is a low priority compared to other business expenses.

Take a look at the next data point:

social media jobs 300x197 Deconstructing Deiss: The King of Social Media Hype

Here Deiss points to the 21,000 job postings related to social media as of December 2010.

What he ignores is this important point in the article’s subhead: “But in a fledgling field surrounded by hype, some industry insiders are saying it may be too good to last.”

I just did a search on indeed.com (the same jobs site listed in the article) and found 29,244 jobs related to social media. About two thirds of these pay between $30K and $50K a year — a far cry from six figures.

Not only that, these are JOB listings. What Deiss is pitching is the idea of being a FREELANCE social media manager. As such, the number of job postings is somewhat irrelevant.

Deiss then cites a Twitter profile as proof of demand…

social media jobs twitter 300x165 Deconstructing Deiss: The King of Social Media Hype

This particular profile has 19,522 followers. At the time Deiss recorded the video, there were 13,835 followers.

Deiss claims that the number of followers is proof of demand for social media managers.

Uh, no.

The number of followers is proof of supply of people interested in social media manager jobs.

At best, the number of tweets could be loosely correlated with number of social media manager jobs available. Currently, that number is 1,161. Imagine, just over a thousand tweets and 19,000+ people interested in them.

That does not sound like opportunity to me.

By the way, if you watch the video, you’ll notice Deiss trips up on this point. He realizes this Twitter profile doesn’t support his point, so he quickly changes what he was about to say and says this instead: “That’s 13,000 people interested in posting their social media jobs.”

Riiiight.

Here’s another gem. This bar chart shows “US Online Social Network Advertising Spending” from the years 2006-2011 in millions of dollars.

old data may 2007 300x193 Deconstructing Deiss: The King of Social Media Hype

But there are two BIG problems with this chart.

First, the chart was put together in May 2007. This means all the figures from 2007 forward are estimates, not actual dollars spent.

And the second problem? The dollar figures have nothing to do with money paid for social media management.

From the notes at the bottom of the chart: “in all cases, figures include online advertising spending as well as site or profile page development costs.”

Overoptimistic Optimism

Anyway, Deiss goes on to talk about why businesses will hire social media managers (he claims social media managers provide an “immediate measurable R.O.I.,” which I highly doubt); how much Kate charges for her done-for-you packages ($500 to $2,000 a month); and other things.

He then makes another outrageous claim:

advertising budget 300x155 Deconstructing Deiss: The King of Social Media Hype

Deiss says “most businesses” (I’ll assume more than 50%) have “advertising money budgeted that they can’t spend.” If that were indeed the case (it’s not), then my clients wouldn’t be price sensitive. Yet they are.

Furthermore, Deiss reiterates a point he made earlier in the presentation: “There is just no place to put [advertising money] that actually works right now… except in Social Media.”

This has to be the most disingenuous statement of the entire presentation — and he makes it twice!

There are plenty of ways in which to spend advertising dollars right now. Many of them work very well. Some work better than others.

But to claim that social media is the only way to get positive R.O.I. on your advertising dollars — and that businesses have gobs of cash they’re eager to spend on social media managers — is downright laughable.

Yet that doesn’t stop Deiss from concluding that “you only need 2-3 clients to make a full-time income. I’m tellin’ ya… this is a fun, easy, LOW stress, real, honest business and you can do it too…”

you can too 300x155 Deconstructing Deiss: The King of Social Media Hype

I’ve been in the client business for seven years, and I can tell you that making a full-time income from only two or three clients is pure hype.

Some clients pay on time, others pay late. Some are easy to work with, others not so much. Clients come and go.

Working with clients is not simple or easy, and you’ll need a way to generate new clients all the time — to take the place of clients who decide social media is no longer a priority for them.

So there’s your reality check.

Run Your Business from Work or Even a Theater?

Here’s another slide that made me laugh.

Deiss says that you can run your business almost exclusively from your cell phone. He then suggests that you can run your business anywhere — even at work while you’re on break (“just don’t tell your boss,” he says).

run your business from work 300x187 Deconstructing Deiss: The King of Social Media Hype

Ha! That’s what I always wanted to do… take my work with me everywhere so I can be constantly distracted. I always wanted to pay $15 for the privilege of working in a dark, crowded theater and missing half the movie.

Deiss Is Not Gonna Sugar Coat It… Except Right Now

There are many lapses in logic during Deiss’s presentation. But this one is especially good. Check out this train wreck…

Deiss Is Not Gonna Sugar Coat It…

sugar coating 300x157 Deconstructing Deiss: The King of Social Media Hype

But $3000 – $10,000 Part-Time Is Nothing to Sneeze At…

nothing to sneeze at 300x114 Deconstructing Deiss: The King of Social Media Hype

It’s So Easy a Monkey with an iPhone Could Do It!

monkey with an iphone 300x166 Deconstructing Deiss: The King of Social Media Hype

So, basically, to sum up…

Deiss tells you he’s not going to sugar coat it — and then he does.

Hyperinflated Value

Next… the close. After citing some testimonials from students, Deiss transitions to the value build — the part where he tries to justify the price of his product.

The first three things included in the package are the “Let’s Get Social Training” ($2000 value), “Kate’s Contracts/Templates” ($1000 value), and “4 Weeks of Private Coaching” ($1000 value).

The fourth and final thing he offers in the package is the use of his “Let’s Get Social” logo. Personally, I don’t see any value in the logo whatsoever, but Deiss puts a $3000 value on the “logo license.”

logo bonus 300x170 Deconstructing Deiss: The King of Social Media Hype

Of course, when you add it all up, you should be bowled over by the value you’re getting. Deiss says his package is worth $7000, but he’s only going to charge you two payments of $97.

check out my package 266x300 Deconstructing Deiss: The King of Social Media Hype

And with the exception of the guarantee and the push to take action now, that’s pretty much it.

What Lessons Can We Learn?

Are some businesses spending money on social media management? Of course. Can some people make money doing freelance social media work? Of course.

The problem I have is how Ryan Deiss goes about selling his Let’s Get Social training.

  • He makes repeated over-the-top claims that can’t be substantiated.
  • He repeatedly contradicts himself, sometimes in the span of 60 seconds or less.
  • He cites “proof” that is not relevant and/or contradicts the point he’s trying to make.
  • He says both 10-year-olds and “monkeys with iPhones” can be social media managers. (Where are all these highly paid chimps?)
  • He claims most businesses are having trouble spending their advertising budgets. (Clearly false.)
  • He asserts social media is the ONLY thing that’s providing positive R.O.I. for businesses. (Again, clearly false.)
  • He sells products about the very things he says WON’T work for business.

In light of this, I think the lessons are clear:

  1. Don’t use hype to sell your product.
  2. Make every effort to be accurate.
  3. And… do not distort the facts.

Do you agree with my assessment? Leave a comment and let me know.

-Ryan M. Healy

P.S. Remember to read the follow-up post here.

About Ryan M. Healy

is a direct response copywriter. Since 2002, he has worked with scores of clients, including Agora Financial, Lombardi Publishing, and Contrarian Profits. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and has been published on sites like WordStream.com, SmallBizClub.com, and MarketingForSuccess.com.


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{ 48 comments }

DK Fynn March 19, 2012 at 10:10 am

Hi Ryan,

This was interesting to me, as I just got an email about this: instantlocaltraffic.com

Ryan M. Healy March 20, 2012 at 3:54 pm

Deiss has quite a few biz-opp offers, all in the Internet marketing space.

John Anghelache March 19, 2012 at 10:20 am

Ryan, geez man, I wouldn’t want to get on your bad side.

Great points. His letters are mostly “faux facts-based” with plenty of creative manipulation of data and figures.

However, I would say that social media and mobile marketing consulting, etc. is a viable biz opp. I know of one person who hooked up with a magazine and gets so many clients wanting to pay him to set up and manage social media he can’t keep up with demand. That’s according to him.

The only reason I believe him is because I ran into another guy who does the same thing and basically concurred what the first guy said.

Ryan M. Healy March 19, 2012 at 10:23 am

Haha… well, I’m not actually malicious or vengeful – even if it might seem that way from my copy critiques. :-)

Yes – I believe it’s possible to make money as a social media manager. I made sure to make that point in the last section of my critique.

Robert March 19, 2012 at 10:20 am

Ryan,

That took courage to write.

Especially since you are not using a pseudonym like Salty Droid.

Good on ya.

Robert

Ryan M. Healy March 19, 2012 at 10:24 am

Thanks, Robert. :-)

Jim Yaghi March 19, 2012 at 10:21 am

Ryan,

i got forwarded your email by someone else and i knew it was gonna be a fun read before i even clicked it.

Why?

Because you my friend have balls of steal haha. you aren’t afraid to ruffle a feather or two. and Deiss, this is not the first time he said some dumb shit that made me laugh.

like i dont know if you ever saw this campaign: “The Web Is Dead” HAHA. The WEB is dead LOLOLOL. whatever.

What about when he said “Google is DEAD!” and he said this WHILE promoting a product about Google Content Network which he claimed was a loophole and wasn’t Google Adwords. he sold this in the middle of one of the biggest Google bans ever known to mankind.

Shortly after he moved onto his SEO training which was supported by his hype pals.

Dude sells to IDIOTS.

Most of these marketers have no idea how to read a graph, let alone use it to say something intelligent. they like USING graphs because they think it makes them look smart.

anyway, i didn’t watch his dipshit presentation either. it was way more fun reading your “presentation with commentary”.

made my day man. awesome!
jim

Ryan M. Healy March 19, 2012 at 10:25 am

Thanks, Jim – glad you enjoyed the commentary. :-)

Great points, too, about his past promotions. I just can’t believe he gets away with some of the claims he makes…

Joseph Ratliff March 19, 2012 at 10:30 am

I’m interested to see if Mr Deiss uses social media to respond to this deconstruction :)

Ryan M. Healy March 19, 2012 at 10:31 am

Unlikely.

Joseph Ratliff March 19, 2012 at 12:43 pm

…and that will prove your points Ryan :)

If he is so in tune with the opportunity… he should know (and use) social media himself (or at least on behalf of his company etc…) … at least I would think.

Bruce Brodeen March 19, 2012 at 10:38 am

How about adding one more to your final list:
5. Really come from a place where you care about the market of the product/service you are selling.

Of course, that is not a requirement, at all. However, for a sustainable business it is, arguably, required.

Search the internet and you can find some other disturbing data: Deiss has a reputation for being extremely talented with pushing the boundries of acceptable online marketing practices with many folks coming to the conclusion that he’s….well, we each have to make our own judgement there, now don’t we?

You present a case that educates all of us, experienced and not-so-experienced, with how to look at sales claims and how, sadly, so many people that come into conctact to this kind of structure do not see(or not allowed to see) the opportunity clearly.

An outstanding, informative post, Ryan…Healy(not Deiss)

Ryan M. Healy March 20, 2012 at 10:14 am

Bruce – Great point about caring about your market. Too many people start selling stuff because they see dollar signs instead of people.

Bruce Brodeen March 19, 2012 at 10:41 am
Ryan M. Healy March 20, 2012 at 3:57 pm

Thanks for the link Bruce. I actually embedded that video in this post on boiler room scams last summer:

http://www.ryanhealy.com/boiler-room-scams/

Peter March 19, 2012 at 10:46 am

Ryan,

As usual you’re right on the mark. I almost got suckered in by one of his hyped-up info products last year.

My question remains though: Is there a legitimate product for newbies? It seems that everything I’ve seen is exactly the same stuff you can get for free. i.e. Pick a domain, set-up wordpress, write articles, blah, blah blah. I would like to see specific details and examples.

Peter

Ryan M. Healy March 20, 2012 at 10:16 am

Peter – Can you be more specific? Is there a legitimate product that teaches how to ________?

I don’t think there is any one product that teaches all aspects of Internet marketing and does it well.

But if there is a specific skill you’d like to learn or pursue, perhaps I could point you in the right direction.

Angie Wilkes March 19, 2012 at 10:53 am

Thanks for taking the time to analyse the hype, Ryan. I’ve received details of this ‘fantastic offer’ a few times now, along with other, similar ones – for example http://www.mysocialmediabusiness.co.uk/video1/ – unfortunately you can’t watch the video at the moment (sold out!): a quick search reveals quite a lot.

This article should be required reading for all sales copywriters about the perils of over-egging the pudding. Having said that, I bet that there were probably quite a few buyers at less than $200 – after all, it’s a bargain when you see how much you can make for doing so little….!

Ryan M. Healy March 20, 2012 at 10:17 am

“This article should be required reading for all sales copywriters about the perils of over-egging the pudding.”

Well, thank you. I appreciate the compliment, Angie. :-)

Thanks for commenting.

Jon McCulloch March 19, 2012 at 10:57 am

Spot on with this, Ryan.

As coincidence has it, I saw this appear on LinkedIn literally as I was commenting on another thread about some guy where I said,

“At the other end of the spectrum you’ve got any number of lowlifes pitching low-priced WSOs to their lists every five minutes. They have the same relationship with their lists one has with a crack whore — you only bother her when you want to dump something on (or in) her. They are so awful at this one guy — who markets a keyword optimisation plugin for Wordpress — recently pitched a Facebook integration plugin to his list with the words ‘Forget SEO — if you’re not using Facebook in 2012, you’re not going to make any money online. Simple’. Not only is the guy a moron and crapping in his own lunch-box, but he’s a scumbag moron, to boot”

@John Anghelache two swallows don’t make a summer. You and Ryan are both successful and in-demand copywriters, same as I am. But how many OTHER copywriters do you know who struggle to make much more than a few beans a year?

As I often write in my emails, we work in a grubby industry. In some ways I’m, glad there are so many plastic gurus out there, because it makes it easier for us good guys to stand out.

Ryan M. Healy March 20, 2012 at 10:20 am

Yeah, I stopped visiting Warrior Forum years ago because lowlifes had overrun the place.

Seems like a lot of Internet marketers rather enjoy crapping in their own lunch boxes, not just on Warrior Forum…

Thanks for the comment, John. :-)

Kirk March 19, 2012 at 11:09 am

Interesting observations. I do appreciate your honesty and straight forwardness. I did order the mentioned course and asked for a refund which I did receive. After looking through it, in my own opinion, I felt that it was under delivered and over priced. I have seen a lot of social media manager opportunities but they all seemed to be a job at a company and not as an independent contractor.

With that said, of course the only things that you would find in an online search are the company jobs and not necessarily the independent contractor opportunities. This being that you would need to contact companies and pitch them your services which I thought was mentioned in the course itself. Of course the sales letter, like most sales letters, never mention this particular fact.

I think most all companies need some kind of social media prominence and this includes LinkedIn and Facebook. The reason this is needed is to be one leg in developing that Know, Like, and Trust factor that Dan Kennedy speaks about. It’s just that some companies are not big enough nor do they have a need to have a full time social media manager.

I acknowledge that you are speaking about the over hyped sales letter and not so much about the social media field itself but we need to have an understanding of the field. The over hype unfortunately is all to common place these days. As a copy writer we need to walk that fine line of pushing the emotional buttons since that is how people buy while maintaining the real logic behind that emotional purchase to justify the expense.

Ryan M. Healy March 20, 2012 at 10:36 am

Hi Kirk – Thanks for commenting. Social media can be important for some businesses, but I think it is less important than it’s made out to be.

As you mentioned, job postings for social media managers aren’t really helpful if you want to be a freelance social media manager, and yet that’s about all you find online — full-time job postings.

Takiyah March 19, 2012 at 11:25 am

Absolutely wonderful post! Ryan Deiss and all of the other hype men by whom he is surrounded are ridiculous and need to be ashamed of themselves.
I think what saddens me is that they take people who genuinely do want to learn business through the ringer and destroy their chances of success with hype and information filled with so many holes that it might as well be a colander.
What really gets me about this garbage is that social media marketing and management can be completely automated if you run it from one central dashboard… In my case it’s WordPress. Between the WordPress plugins, Facebook Apps, Facebook iframes, and RSS feeds, where exactly is there a need for “Social Media Managers”? Really, they need interactions with their audience, and realistically, these social media channel outlets respond just fine to schedules. One or two hour block of Social Media communication in the afternoon and another couple hour block in the evening.
I read an interesting article about how 84% of all content on Facebook isn’t even read or viewed.

Ryan M. Healy March 20, 2012 at 10:38 am

Hi Takiyah – I agree, most social media can be automated through RSS feeds and a social media management tool like HootSuite. The interacting part can be handled in 15 minutes a day or less.

Ryan M. Healy March 19, 2012 at 12:37 pm

Check this out… here’s a press release where Deiss tries to capitalize on Oprah Winfrey and Martha Stewart’s names:

http://www.prweb.com/releases/2011/4/prweb8335050.htm

Troy white March 19, 2012 at 1:05 pm

Fantastic post. completely agree and am as sick and tired of all the bs these guys and gals are slinging around as the next person. I bought into one of $3,000 mega-deal-of-the-century bundles at a Kennedy event before… It was total and complete junk. Thanks for posting. Troy

Ryan M. Healy March 20, 2012 at 10:39 am

Hey Troy – Thanks for dropping by. Glad you liked the post.

I’ve bought a few thousand-dollar-plus programs and most weren’t worth near what they sold for.

Jussi March 19, 2012 at 1:32 pm

Who has write the copy to Ryan. It has been some “big name” like always, but who this time. Would be nice to know…

Ryan M. Healy March 20, 2012 at 10:39 am

I don’t know who wrote the copy, but Ryan Deiss probably wrote some of it. Perry Belcher may have written some of it, too. Deiss and Belcher are business partners.

Thomas March 19, 2012 at 1:40 pm

Good one Ryan :-))))

After Deiss reads this he will be like the wolf and the three little pigs……I’m gonna huff and I’m gonna puff and I’m gonna….huff and I’m gonna puff and I’m gonna……….until I’m totally out of breath and start another shady scheme.

These guys are all like politicians. They suffer from rectus mobilius. Whenever they open the mouth the a**hole moves across it and they speak s**t.

This is the type of operator that causes things like the newest FTC trick about business opportunities.

I do however like the fact that they take the happy hoppers out of the loop by selling them a lot of junk, so that serious business people can reach other serious people that need their services to help them to make some serious cash in an honest way.

Ryan M. Healy March 20, 2012 at 10:41 am

Your comment made me laugh, Thomas, especially the part about “rectus mobilius.” Hadn’t heard of that one before. :-)

nicmitchell March 19, 2012 at 3:32 pm

The biggest potential problem for Deiss I see is that this is pitched as a “job,” when it in fact is clearly a “biz-opp”.

I believe the FTC has some rules around that sort of thing:

AVOID ILLEGAL PRACTICES:
“Don’t tell people you’re offering them a job if what you’re really doing is selling them a business.”

from:

http://business.ftc.gov/documents/bus79-selling-work-home-or-other-business-opportunity

nicmitchell March 19, 2012 at 4:05 pm
Ryan M. Healy March 20, 2012 at 10:43 am

Excellent point. I noticed the same thing. Lots of references to “the most in-demand job in the world,” but it’s clearly not a job. It’s a business where you have to get clients to pay you on a regular basis.

Alex Fatcow March 19, 2012 at 5:55 pm

I find his methods in some way tricky. You just feel that he is not honest and may be somebody naive would follow this guy. But I rely more on some SEO gurus like Guy Kawasaki.

Ryan M. Healy March 20, 2012 at 10:44 am

Yeah, watch a few of Deiss’s pitches and you do get the feeling he’s not being totally honest.

Janison March 19, 2012 at 6:15 pm

Great post Ryan (I mean you Ryan not Ryan D)!

I am not really into social media thing but have read a lot about it! No doubt that Social Media is one of the hottest trend now, but to become a Social Media consultant or manager, you do need to have relevant experience and is not as easy as everybody thought. Relevant experience ~ is not really about setting up the profiles or sort, but rather how to use (social media strategies) and interpret the social media results/data to help the businesses to grow.

It came to my surprise that the est. annual income is less than 6 figures! Oh well, the gurus will preach to the poor rats that they don’t need this and that to get this thing to work! By the time you’ve invested into the course, your next best thing is where to find the hungry fish :)

Ryan M. Healy March 20, 2012 at 10:47 am

Janison – You make an excellent point. The biggest obstacle is demonstrating how hiring a social media manager will provide positive ROI for the business.

In most cases, it is impossible to demonstrate this. And for most businesses, social media is not a great way to create growth.

Stephen Dean March 20, 2012 at 10:28 am

Hey Ryan – I’ve got a lot of respect for both Ryan’s, you and Deiss ;) Ryan was one of the first marketers I ever worked with about 10 years ago, even before I started writing copy – he was one of the few who came to teach Internet marketers without “Fake it til you make it” and working in markets outside of IM.

I think you make a good critique. I’m glad I read it because I can challenge my own copy with it. I’ve certainly written copy in the distant past with as many bad claims as this one – and even copy today I have to look through and tone down claims that made it onto the page when writing at the speed of thought.

I think a good addition to your critique would be how unbelievable claims – in addition to possibly being untruthful – can be counterproductive anyway. And even a sign of laziness when you have a good product.

And I don’t know the quality of this product or any of his recent products, really. It’s been several years since I’ve bought anything from him, but I have spent probably over a grand on his products and been very happy with what I got. Very happy. If I were to make a push away from copywriting and into IM, he’d be on my shortlist of people to learn from… just maybe not in the “claims” space.

Ryan M. Healy March 20, 2012 at 10:50 am

Hey Stephen – Thanks for the thoughtful comment. I haven’t seen the product either, and it could be a good product. I don’t know.

Being a freelance social media manager might also be a good business opportunity right now – and I wouldn’t criticize anybody for trying to capitalize on the demand.

My focus is really just on the claims Deiss uses to sell the product.

As you point out, unbelievable claims can be counterproductive, which is something we should all keep in mind when selling our products.

Ryan M. Healy March 20, 2012 at 3:59 pm

Who’s going to be the first person brave enough to link to this post? That’s what I want to know. :-)

Ryan M. Healy March 23, 2012 at 8:00 am

It’s official… the first (and only) person brave enough to link back to this post is fellow copywriter Jon McCulloch. Check out his post here:

“Marketing Gurus, Pondslime and Lowlifes”
http://www.jonmcculloch.com/marketing-gurus-pondslime-and-lowlifes/

Jon McCulloch March 23, 2012 at 10:43 am

Well… I’d like to say it was brave… but it’s a no brainer. It’d be brave if I was afraid to do it… but did it anyway.

It’s a bit like the Emperor’s New Clothes. Surely everyone can SEE this kind of thing is a scam? But they don’t want to say so because, y’know, then they’re breaking “kayfabe” or being “negative”.

Dunno, Ryan. I suppose we ought to be grateful there are so many lowlifes around. It gives us something to rail against, and makes it much easier for us to win ;-)

Warmly,

Jon

Lowell March 28, 2012 at 1:36 pm

I work with beginners who are looking for new home based business ideas. Despite the hype, this course is still well rounded training that helps people get their foot in the door. That said, I tell people emphatically that everything is sold with a little hype, but you have to cut through that and do your research. You also have to be reasonable that any online or home business takes work and only a few will reach the preclinical of success.

I can’t speak to the facts stated by Ryan Deiss and agree with you that you’ve to got get your facts straight and be truthful. I am not a born sales person, and I am not saying that every born sales person is too slick for his own good, but ‘hype’ sells and that’s why you see it…. even for the SHAM WOW, and more recently – the Schticky.

I have written radio copy for years for products like Sham Wow. And I can tell you that sell lines like “be the one of the first 50 callers” or “order within the next 15 minutes ’cause you know we can’t do this all day” is all about hype and urgency. They imply a limited time offer, but the same deals apply to people who phone in NOW or 2 days from now.

Sorry, I cannot deny that the potential to make as much as Ryan says is not there – but it would take a ton of work and years to build a business like that. Most people will fail however, because they don’t realize the work involved and that you need to be in it for the long haul.

Spike April 6, 2012 at 12:43 pm

Great post Ryan. The depths to which these people will stoop never ceases to amaze me. It’s all basically a load of old bollocks.

Dan April 16, 2012 at 2:11 am
Tanya May 20, 2012 at 2:24 am

This was the best read I have had in ages.

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