False promises

“Fast, easy, and cheap. This simple trick (that you can learn for a fee) will give you what you seek.”

And of course, we know that it’s not real.

The more believable promises go something like this:

“It will be difficult. You will face challenges and setbacks. You might even fail. But it will be worthwhile.”

The real work has a marketing problem: it’s not flashy, attractive, or even guaranteed. But we know it’s the path worth taking.