CLICKSANDexposeshowtheonlinemarketingindustryisdestroyingmillionsofbusinessesinagreedymoneygrab.FromthelargestcompaniessuchasGoogle,FacebookandHubspot,tosmallagenciesandconsultantsineverycityandtown,onlinemarketersareconvincingunsuspectingbusinessownersthatonlinemarketingisapanaceathatwillsolvealloftheirsalesandmarketingchallenges.Inreality,thebusinessesthatfallforthe“pitch“ofonlinemarketersarebeingluredontotherocksofdestructionbyfollowingasirensongofpitchmenwhoaremoreinterestedinmakingmoneythanhelpingtheirclients.IndustryveteranBillTroyshowshowthe“snakeoil“pitchworks,whysomanybusinessownersaresusceptibletoitsallureandhowbusinessownerscanbreakoutofthetrancethatonlinemarketershavethemin.Billlaysbarethetricksandhypocrisyofonlinemarketers,showinghowtheirsalespitchesfollowthesamerecipeusedbypatentmedicinemeninthe1800s,andhowthe“datadriven“toolstheytoutarereallybuiltlikecasinogamblingtoencouragebusinessestospendmore.Smallagenciesandconsultantsfloodlocalnetworkinggroupstobuildin-personrelationshipsandthegiantcompaniessignuplocal“certifiedpartners“torepresenttheirservices.These“partner“programsaresimplybadlydisguisedcommissionsalespositions(local“partners“mustgeneraterevenuefortheparentcompanyinordertomaintaintheirpartnerstatus).CLICKSANDchallengestheconventional“groupthink“mentalityprevalentinbusinessthesedaysandtakesonsomeofthemostpowerfulforcesinmarketingtodayinanefforttohelpbusinessownersavoiddisaster.
