Deception, Sales, and the Influencer Hype
Can you tell the difference between "I want you to know what I know" and "I want you to buy what I hype?"
In my day-to-day life, I see a lot of things worth writing about. Maybe it’s a statement that someone makes, a line from a book I’m reading, or even hearing about yet another group that failed. Today’s article was inspired by Substack itself, which is a neverending smorgasbord of virtual people-watching for someone like me. I’ve been studying the thought influencers specifically: what they say, why they say it, what they hope to gain, and most importantly why it works.
It’s not just Substack, either. They’re in your social media feeds, your emails, in ads on websites you already like. They use a kind of language that sounds profound, and even feels like insight, but when you stop and try to paraphrase it you realize there’s nothing there.
What’s more, there’s this weird sense of ick you might feel when you ask yourself am I the only one who doesn’t get it? After all, thousands of subscribers can’t be wrong, and they obviously understand it just fine. The problem must be me.
…and then you buy their product, their mini-course, their consulting, their approval, so you’re not left out and you can be part of the Club of People Who Understand. Remember, FOMO is a weapon.
There is an entire wave of so-called ‘thought leaders’ who speak in an abstract kind of language that simulates depth instead of clearly providing it. There are also plenty of genuinely bright, knowledgeable people worth listening to and even opening up your wallet for, because they know what they say they know, and do what they say they can do.
How can we tell the difference between the real expert and the hyped up fake?
Like most things, it’s all about their intent. It comes down to this: Is the transaction equal, or are you giving a lot more than you’re getting? While you can’t always crawl completely into someone’s head, basic linguistic profiling absolutely can give you enough of an idea to keep yourself from buying someone’s hype.
Today I’m breaking down exactly what to look for, and exactly how to keep yourself (and your wallet) from getting suckered by your own need to matter and be accepted.
What’s an Expert, Anyway?
The word ‘expert’ is currently getting a bad rap, and it’s well-earned. We’ve all seen so-called experts making confident claims and even being part of mandates, only to be proven dead wrong, if not outright malicious. The word seems to come with some nasty connotations now, and I don’t blame you if hearing it instantly makes you feel a sense of defiant rebellion.
Still, we need a way to distinguish someone who is worth listening to from the hype artists that seem to be taking over the landscape. So for the purposes of this article, let’s reclaim and define the term ‘expert’ as follows:
Someone who is deeply and genuinely knowledgeable in a specific niche or field, as evidenced by their quality of discourse in that specific field. This doesn’t mean that they have a lot of flowery language or that they sound smart—and it definitely doesn’t mean that they simply get on social media and write book-length comments spamming their perceived knowledge and flaming anyone who disagrees. It means that they can push the conversation forward with clarity, coherence, and real insight that sparks thought instead of just getting attention.
Someone who has documented real-world experience in the specific niche they present themselves as an expert in. There are a lot of people who are self-appointed experts in a field who have never actually done any of the things that they are talking about. A perfect example is the ‘child development expert’ whose years of textbook study are a poor substitute for the absolute wonder, joy, and terror that comes from looking down at a sleeping infant that you are absolutely and completely responsible for 24-7. Somehow, they still feel absolutely comfortable telling you they know best for your child.
I’ll even add in an extra requirement for the earned term of expert: someone who isn’t being controlled financially or otherwise by another entity with a vested interest in their positions. At that point, you’re not an expert, you’re just a shill.
So now that we’ve established the framework of what an expert is supposed to be, let’s look at how to spot a hype artist.
The Linguistic Armor of the Modern Hype Artist
There are certain tells, so to speak, that show up when someone is more hype than expert.
They never explain anything all the way. They’ll imply things, or use metaphors that don’t actually mean anything. Metaphors and analogies are great; I use them all the time. But they’re meant to illustrate a point, not BE the point.
They use language to impress you rather than inform you. They might throw terms around that you’ve never heard, and then hide the definition behind the paywall. For instance, a term you see here a lot is “action currency.” If you don’t know what it means, that’s okay, because I define it in detail here and write about it in practice often. When you see terms that are part of the writer’s lexicon but they make you pay for the detailed breakdown, that’s a problem, because they are subtly positioning the definitions as only available to a higher cognitive class that you should be a part of. It’s a have vs. have-not scenario, and you’re a have-not…until you pay.
They treat their material as a secret gateway meant for special people. You’ve seen this a lot, even if you didn’t realize it. It’s phrased in a lot of different ways, but the inherent assertion is that “If you know this, then you’re better than others, and you should join our exclusive community where you belong, instead of staying out there with the have-nots and the morons.” Once again, it’s weaponized FOMO and acceptance. You find yourself not wanting to admit that you don’t completely understand what they’re talking about, and that’s literally what they’re betting on.
They add mystique to something that could just be explained simply and clearly. Mystique sells. People like being part of advanced things.
This doesn’t mean that writers shouldn’t have paywalls, or that being more informed than the average person on a subject is bad. We all deserve to be paid for the work we do, whether we are writers, plumbers, childcare workers, or anything else. It takes time and effort to research and write good content. And it takes humility to learn from others, especially if deep down you really DO understand what they’re saying and want to get better at something.
What Are They Missing?
It’s easy to answer the question of what these hype artists don’t have: authenticity. But it’s a bit more nuanced than it appears. Here are some things you can look for that set real experts apart from the fluff:
Change of positions or actions over time. This doesn’t mean that they’re flip-flopping back and forth. You’re looking for evolution. As we grow in our personal maturity and our professional fields, we should be able to point to things we once said or did, and explain why we’d do things differently now. Real growth, by default, means being able to look back and say “Man, I really screwed that up.” Not so we can beat ourselves up over it, but so that we can do better next time, show others how to do better, and create models that work.
Willingness to use their own mistakes as case studies. The folks you want to pay attention to are the ones who take that previous point further, and incorporate their own failures into the model so you know WHY something works or doesn’t work, and what the thought process was behind both the original decision and the improved decision model. Hype artists don’t have a lot of that because they lack the mistakes of someone with real lived experience, who can break down the entire process and use it to relate, further conversation, and create real learning for others. A real expert WANTS you to become as knowledgeable and adept in their field as they are. If all goes well, eventually you can teach THEM something too.
A track record of humility. Real experts carry the weight of their actions, and understand the responsibility that’s inherent when they say, “I know what I’m talking about.” They aren’t afraid to stay in their lane, openly say they don’t know enough about something to have an opinion, or even admit that their thinking has changed on something. To these folks, truth trumps ego every time. This doesn’t mean they aren’t bold; in fact, people who are in service of truth have the luxury of being far bolder than people who are seeking clout and cash.
Less spectacle, more substance. Are they going deeper and encouraging you to think for yourself? Or are they positioning themselves as the source of truth? There’s a difference between saying “Do this,” and saying, “Here’s what others did, why it didn’t work, and what’s a better way; what does this look like for you in practice?”
Look for the nuance, the scars…the real.
Look for the people who aren’t trying to be impressive; they’re just telling you the truth, showing you why it’s the truth, and explaining—completely and clearly—how to incorporate that truth for yourself.
Who are some writers that you find authentic and worth reading? Let me know! I’m always looking for more to read.
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