Marketing smoke and mirrors
Ah, the land of hyperbole. The world where every business is ‘revolutionary,’ every tool is ‘cutting-edge,’ and every metric is ‘x10.’ It’s a place not unlike Oz—a land filled with bold proclamations, big promises, and plenty of smoke and mirrors.
But just like Dorothy, many of us eventually pull back the curtain. And what do we find? Not the all-powerful wizard we were promised, but someone frantically pulling levers and spinning dials, hoping their exaggerations hold up just a little longer.
It’s human to embellish now and then, but when does marketing cross the line from relatable to ridiculous? Let’s explore the absurdity of x10 culture, the allure of smoke-and-mirrors marketing, and the importance of trading hyperbole for humility.
Random fact: The more expensive the home, the less adjectives (flowery / hyped language) in the sales ad. Perceived value comes from Plain English descriptions of what’s included and the details. Too many adjectives can create a feeling of the ad trying to hide something (just google this, chat gpt, or even gemini it – very interesting psychology in this).
The allure of x10
Many have been struck by cupid's x10 arrow.... ‘X10 your ROI!’ ‘X10 your eLearning production speed!’ ‘X10 your user engagement!’
The x10 promise pops up everywhere, plastered across pitches, emails, and LinkedIn posts like a badge of honour. And why not? It’s a catchy, bold claim that screams game-changer. But much like the Wizard’s booming proclamations, it’s often hollow—a promise without proof.
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Why do we fall for it?
The x10 pitch still works because it taps into our deepest desires: faster results, bigger wins, and an edge over the competition. It offers an irresistible shortcut, suggesting that massive improvements are not only possible but guaranteed.
Hmmmm, but the outcome.
As Dorothy discovered, what sounds too good to be true usually is.
The Dorothy moment
Eventually, the hyperbole runs into reality. Whether it’s a product that doesn’t deliver or a pitch that fails to match the hype, every audience has a "Dorothy moment". It’s that realisation that behind the grand promises and slick marketing lies something... ordinary (not always in a bad way, but just ordinary – far from ‘x10’).
How businesses and individuals respond to that moment is telling. Do they admit their limitations with humility, or double down on the illusion, insisting they’re still the GOAT?
As Seth Godin aptly puts it: “Trust is what’s in short supply, not attention.” Put another way: "Authenticity is what earns trust. Hyperbole is what destroys it."
The smoke and the mirrors
There’s a fine line between marketing that excites and marketing that deceives. A little exaggeration can be engaging—'we’re the best in the business!’—but when it tips into absurdity, the smoke and mirrors become hard to ignore.
Examples of ridiculous hyperbole:
This kind of exaggeration might grab attention initially, but it risks long-term damage. Trust is the hardest currency to earn, and nothing spends it faster than empty promises.
When I started The Learning Hook, one piece of advice my Dad gave still sticks with me. It was “never ever promise a customer something you can’t deliver on. Deadlines, products, whatever, only commit to what you can do.” Simple advice, but speaks to this topic so well – the greatest way to break trust is not live up to what you have promised. It happens from time to time for all people and businesses, but less is more ??.
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Why humility wins
Humility might not seem flashy, but it’s far more powerful than hyperbole. A brand—or person—that acknowledges their limitations is more relatable and trustworthy.
Imagine a pitch that said:
These statements feel honest, credible, and human. They don’t promise magic—they promise progress.
As Brené Brown notes: "Vulnerability is the birthplace of innovation, creativity, and change."
Admitting what you can’t do opens the door to authentic connections and realistic expectations.
Random insight: Often touted as the greatest ad of the 20th century was Volkswagen's “Lemon” ad. It called the car a “Lemon”, calling out its deficiencies, being so small and selling to a US market (Google it too – an amazing ad, from the layout to the copy). Volkswagen is now as American as Mickey Mouse.
How to avoid being the wizard
If you want to communicate value without veering into Oz territory, here are some tips:
1. Ditch x10 for specifics
Swap vague metrics for concrete examples. Instead of "x10 your results," say, "Increase completion rates by 21% based on our pilot program data."
2. Pull back the curtain
Be transparent about how your product or service works. Your audience doesn’t need magic—they need clarity.
3. Acknowledge your limits
No product or person is perfect. Admitting what you can’t do builds credibility and sets realistic expectations.
4. Lead with evidence
Back your claims with testimonials, case studies, or data. People trust what they can verify.
5. Use empathy in messaging
Think about what your audience truly needs and craft messaging that resonates with their challenges, not just their aspirations.
Over and out on x10
The hyperbole of x10 culture is tempting but overdone. It turns audiences into cynics and reduces trust in even the most genuinely innovative solutions. Instead of leaning on grandiose claims, marketers and businesses can create lasting impact by focusing on clarity, evidence, and authenticity. Same goes for elearning (the work we do!) - let’s not suggest things like “this training solution will change culture “... there’s much, much more to this.
Because, let’s face it—nobody wants to be the Wizard, frantically pulling levers while Dorothy stares, unimpressed. In a world full of smoke and mirrors, humility and honesty are the true magic.
Now, if you’ll excuse me, I need to x10 my efforts to avoid another overhyped pitch in my inbox.
[email protected] - we create elearning, blended learning solutions and learning portals. Simple.
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Producer at Yut Film & Video
1 周Great article Brenden. And spot on. We, like you, prefer to keep things honest, transparent and realistic.
Creative Director | Founder of The Learning Hook Pty Ltd
2 周Ok, weirdly I have just loved ?? my own blog - albeit posted by The Learning Hook. But I really enjoyed writing this one - definitely got some things off my chest - eeeek.