The Dark Truth About Self-Help Books | Exclusive Interview with Mark Manson (The Subtle Art of Not Giving a F*ck)
Marketing School - Digital Marketing and Online Marketing Tips
Eric Siu and Neil Patel
4.6 • 1.4K Ratings
🗓️ 11 October 2023
⏱️ 100 minutes
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| 0:00.0 | What do you think has made the self-help industry yucky? Is it like low-quality content and then like super high prices and just leaves everyone with the bad taste like what is it so everything in self-help is very abstract right if I promise to make you happier like how do you measure that there's not really any objective way to measure it so it lends itself to very creative marketers because you can basically make any promise whatsoever yeah and it's not really refutable you know so it tends to |
| 0:30.0 | attract very aggressive marketing on the one side and then on the other side the customer base is particularly vulnerable right like what's the first thing you learn when you learn to copyright it's find the pain point yeah like find their insecurity and then just fucking needle at it and then hit the objection |
| 0:49.0 | just like merciless like i said oh you are you're insecure about your you your body oh let me tell you ugly you are for like four paragraphs and with self-help you are dealing with a particularly vulnerable audience with like very deep insecurities and and a lot of people were a very low point in their life so you have this combination of like |
| 1:11.9 | promising because it's more profitable. |
| 1:14.9 | And then a very vulnerable customer base |
| 1:18.2 | that you don't wanna fuck with their expectations too much |
| 1:22.8 | because you might really like harm somebody, right? |
| 1:25.7 | And I think the combination of those two things |
| 1:28.0 | has just given it a slimy reputation |
| 1:31.8 | and left the very bad taste in a lot of people's mouths. |
| 1:35.6 | I do think it's getting better, |
| 1:38.0 | but it's still a long way to go. |
| 1:41.1 | How big's your YouTube right now? |
| 1:42.6 | More so how many views are you getting per month |
| 1:44.4 | and then subscribers less of a big deal? |
| 1:47.0 | Yeah, so it's about a million subscribers. |
| 1:49.6 | And then I think we're doing two and a half |
| 1:53.8 | and three million views each other. |
| 1:55.8 | The first thing that we talked about was, |
| 1:58.3 | we had this mandate with the three of us, |
| 2:01.1 | we're at this conference, right? |
| 2:02.1 | We're at the all-in summit and we went on this fairs wheel. |
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