Apparently, for a carrot to work, there has to be a stick involved. Ever notice, how when you’re reading a report, a marketer simplifies everything and tells you how easy it is and never means to be harsh? Then you feel “kinda dumb” next to this guy, in a goofy sort of lovable way?..

What am I getting at?

There’s a general tone that marketers have when they’re writing a report. It’s all very subtle and very psychological. I’d like to try and understand it.

Is the truth really that obvious?

Well, truth is a very flexible word. Philosophy aside, What is Armand Morin doing with this title?

I thought this title a bit odd, when I first saw it. It’s not a classic selling title, such as “The Death of Whatever”, “The Whatchamacallit Blueprint” or “Killer Whatnots that Explode your What’ems”. Two more things bothered me:

1. The smug look on Morin’s face (Which I really tried to ignore, but it's there, so what can you do? )
2. The reechoing of the word “obvious”, so dominantly.

(The cry “It’s True!” Also bugged me, but for entirely different reasons. )

Dr. Dumb and Mr. Dumber

What is Morin Saying? Am I such a dumbass that without his guidance I can’t even see, what’s sitting right in front of me? The "obvious"!?!

Yes, he is. But that’s not the end of this tactic. That would be insulting and probably yield no results- To every stick there’s a carrot. Ever notice how many marketers never graduated from high-school? Are “not that smart”? Are “just like you”? This is how we round up this tactic and go for the jugular:

You’re a dumbass, but so am I. The only difference is, I’m a rich dumbass, I can teach you how to be a rich dumbass for the bargain price of $197!

To sum up this tactic:

1. The marketer tells you you’re missing something.
2. The marketer tells you he happens to have the solution and that it is so easy, you’ll plotz!
3. The marketer tells you not to feel bad that you don’t know it, because he didn’t know it either, establishing resonance with you- the average Joe.

More great lessons from Armand Morin’s Obvious Truth

The above tactic is interlaced all through Morin’s report, but it’s not the only thing you can learn from it. A lot like Rich Schefren’s Internet Business Manifesto, The Obvious Truth lays out the blueprints to understanding how million-dollar businesses are constructed.

The three most important points in Morin’s report

“You won’t get rich from just one product”

Is probably the key issue in Morin’s report, the other being

“You’re looking to make millions of dollars - I’m looking to make only $300.”

Combine these with a short anecdote about Joe Polish, who owns 390 corporations, and the point that’s being made is this: If you own enough automated businesses, that sell enough products, you will make millions.

Since I’m a small business owner, I only keep these points in the back of my mind. To tell you the truth, I enjoy the creation process too much . I also keep asking myself my real goal, which is financial independence (not being a millionaire perse). Understanding this point is vital to understanding business. Knowing you can work on your business or for your business will make a huge difference in your life.


The Obvious Truth is a constructive list of the makings of a business. You can even find a few solid tips inside, but it isn’t earth shattering news.

Tags: rich schefren, An Obvious Truth, Armand Morin, Internet Marketing Explained, The Marketer Review, small businesses, internet marketing reviews, million dollar business, internet marketing, free report