The Marquis Who's Who Mirage

Marquis Who's Who evokes images of a prestigious company, a chronicle of American greatness. But just because it was prestigious in the past doesn't equate to modern greatness.

So, you were flattered to be contacted, right? A chance to be listed alongside titans of industry and renowned figures? You could be featured with the people in these outdated photos from their website.

Looking at these people, I think, "Well, slap my keyboard and call me inspired! This looks like a network that can help me achieve my goals!" It's like the website is a digital party, and they've rolled out the red carpet just for me. There they are, the glittering profiles of professionals who seem to have it all together—every headshot exuding confidence, every bio a masterpiece of accomplishment.

It's like scrolling through a gallery of folks you’d actually want to get stuck in an elevator with.

And you know what they say: behind every successful person is a well-designed website that managed to lure them in with the digital equivalent of puppy-dog eyes and a promise of greatness. So here I am, clicking away, ready to rub virtual elbows and soak up some success-vibe magic.

Buckle up because that initial charm might morph into a high-pressure sales pitch that embodies everything wrong about modern-day marketing.

The Flattery Trap:

Imagine this: you are going about your every day, and you get a sponsored email.

This email from "Who's Who in America" might seem like a prestigious opportunity—Marquis Who's Who is a historically credible organization known for recognizing established professionals. However, past reputation doesn't guarantee current trustworthiness. Businesses can evolve, and legitimate practices might not translate to today's standards. Let's take a closer look at the specifics of this email to assess its true credibility. Let's see the red flags waving through the flattery.

Targeted Approach vs. Shotgun Blast

It's particularly telling that the email lacks specifics about your achievements. If their network is so in tune with the "world's most influential professionals," wouldn't they have some details about why you're a good fit? A generic email referencing your "current position" raises a red flag.

The Exclusive Club Analogy:

Imagine an esteemed club filled with accomplished individuals. If you genuinely belonged there, wouldn't someone you know already vouch for you? Wouldn't your reputation and achievements precede you? Exclusive clubs wouldn't need public advertisements to find new members.

What Does This Mean?

This heavy reliance on sponsored messages suggests a few possibilities:

• They might struggle to fill their publication with "influential" people.

• They may be more interested in volume than actual merit.

• The "network" they tout might not be as valuable or well-connected as they claim.

It's essential to be skeptical and do your research before engaging further. Don't let flattery cloud your judgment!

The next step is to fill out this form. It looks like one of those landing pages that never worked for me when I did b2b marketing. Again, they had many opportunities to ask more specific and curious questions, but they didn’t.

https://newapp.wwamerica-application.com

The Art of the Careful Interview:

A few days later, I received an unexpected call from a kind woman who inquired if I was available to speak at that moment or preferred to schedule a time for a conversation.

From the outset, the interview was meticulously orchestrated. It began with a series of compliments about my achievements aimed at making me feel significant and valued. This strategic approach was not lost on me. Having anticipated such a scenario, I, Jay Mandel, introduced myself plainly and expressed my skepticism about the nature of the call. I suspected this conversation might culminate in an attempt to sell me something. More importantly, I openly declared my intention to avoid any form of engagement that harbored even the slightest hint of insincerity and spent about 20 minutes talking about my movement, The Marketing Accountability Council. Oh, the irony!

Despite my forthrightness, the conversation lasted for a half-hour or more. The interviewer maintained a tone of admiration and respect, a tactic designed to foster a sense of importance and accomplishment. This was a carefully planned strategy to draw me in, to make me feel as though I had indeed 'made it.' However, my initial wariness remained intact.

The Bait and Switch:

Suddenly, the conversation shifts. That coveted listing mentioned in the pitch will be included for FREE, but if you want anything of value, and when I say value, let’s be clear: I am not sure who the value is to and how the value is arrived at comes with a hefty price tag. They'll dangle the "Press Release Premiere Program" – a fancy term for a press release they'll write (for a price, of course) that magically gets distributed to major search engines. The reality? Search engines pick up press releases organically, for free, based on newsworthiness.

The Networking Illusion:

They'll tout Marquis Biographies Online as a platform for connecting with "distinguished professionals." But true networking thrives on genuine connections, shared experiences, and mutual respect. It's not about a password-protected list you pay to access.

Why Marquis Who's Who's Press Release Pitch Doesn't Fly For Me

Let's be honest: while I may be a total rockstar (insert air guitar riff here), a self-serving press release about yours truly isn't exactly breaking news. Major search engines? More like a major snooze-fest. They crawl up newsworthy content, not glorified marketing brochures. Frankly, a press release disguised as a news story wouldn't build my credibility; it'd just clog the digital airwaves with more pollution. Don't get me wrong, the "distinguished professionals" club sounds fancy, but real connections come from genuine interactions, not a password-protected list I pay to access.

The Pressure Cooker:

The closing act? A deadline. They'll pressure you to commit "before 4:00 PM ET today." This time crunch tactic clouds your judgment and pushes you into a rushed decision, and when I said I needed to do research, it was met with, “Why would you need to do research?” If their reputation were clean, they would encourage research and curiosity.

This email raises several red flags that make it not very credible. Here's why:

• Unexplained Service: The email offers to distribute a press release but doesn't explain how they got your contact information or why their service is necessary.

• Guaranteed Search Engine Placement: It's nearly impossible to guarantee placement in search engine results. Search engines prioritize relevant and organic content.

• Vague Benefits: The email mentions "major search engines" but doesn't specify which ones. It also mentions "connecting and collaborating" with distinguished professionals, but doesn't explain how.

  • Urgency: Pressuring you to respond by 4:00 PM today creates a sense of urgency that might cloud your judgment.

How to Spot a ‘Who’s Who’ Scam

Beware, vanity publishers, phony awards that ask you to pay for professional recognition. 

Fraud experts say you can protect yourself against who’s who, fake awards, and directory scams with simple, straightforward precautions. 

• Question anyone who offers you an honor out of the blue. Ask about the nomination process.
  

• Never pay to be honored. Being asked for money to get an award or be listed in a biographical guide is a big red flag. Lee says they are Legitimate, don’t charge for inclusion, and vet potential listees.
  

• Check out the entity making the offer. Look for a Better Business Bureau listing that shows whether an outfit has a physical address and contact information and has any complaints against it.
  

• Be careful about what information you provide. You're taking a risk whenever you give out personal or financial data; the damage can be difficult to undo.
  

• Ask yourself whether you need the promotion. In an age of search engines and social media, “Why would you need to pay hundreds of dollars to be in a directory?” “Your LinkedIn profile is likely already out there, and many businesses are on Facebook, Twitter, and other places.”
  

• Report suspected scams. Fraud experts say it’s essential for people who become targets of scams to alert law enforcement agencies and consumer organizations. File a report with the FTC, post a complaint to the BBB’s Scam Tracker database, and call the AARP Fraud Watch Network Helpline at 877-908-3360.

Source: https://www.aarp.org/money/scams-fraud/info-10-2012/beware-the-whos-who-directory-scam.html

Labeling what is happening

Here's a list of three shady marketing and sales tactics Marquis Who's Who used in the passage, along with definitions. Get ready; we are creating an inclusive list of all these tactics with examples like this passage.

1. Bait and Switch:

• Definition: This tactic lures a customer in with a seemingly attractive offer (e.g., free inclusion in a prestigious publication) but then switches the focus to a more expensive product or service (e.g., paid press release).

• How Marquis Who's Who Uses It: They initially highlight the "free" inclusion but then push a paid press release service with questionable benefits.

2. Pressure Cooker:

• Definition: This tactic uses urgency, and limited-time offers to pressure customers into making a rushed decision before they can properly evaluate the product or service.

• How Marquis Who's Who Uses It: They pressure the recipient to commit "before 4:00 PM ET today" to prevent them from researching or considering other options.

3. The Flattery Trap:

• Definition: This tactic uses excessive compliments and praises to build a sense of importance and self-worth in the customer, making them more receptive to a sales pitch.

• How Marquis Who's Who Uses It: The email starts with compliments and highlights the "esteemed club" aspect of being included, making the recipient feel special and potentially more likely to pay for additional services.