Our trusty Crap-O-Meter has been flirting with a perfect “10” score for awhile. That is, a marketing pitch that’s not just misleading, not just over-the-top, but blatantly inaccurate. Well, friends, we’ve hit the jackpot. Today’s a solid “10.”
The pitch is by Preston (or Pre$ton as he sometimes signs his e-mails) Ely for an exercise and fitness program by Dave Durell. (Yes, this is a real estate blog, and the pitch has nothing to do with real estate. But what we rate here is the marketing, not the underlying product. And Preston promotes a lot of real estate products. Don’t get us wrong: Health and fitness are admirable goals and Durell’s product may very well be worth every penny. It’s the pitch we have problems with. Yes, here we’re “shooting the messenger,” not arguing with the message.)
OK. Here’s the pitch:
Preston begins by explaining that he was rushed to the hospital after complications following back surgery. We’ll accept that at face value. That’s serious, and our best wishes truly go out to Preston.
But he uses that to set the stage for what he writes next:
This could have all been avoided had I been smarter with my exercise routine when I was younger. As it was, I made a ton of mistakes which basically cost me my health.
It didn’t have to be that way.
My friend Dave Durell (ex-physical therapist for the Tampa Bay Buccaneers) just released a special report titled “The 7 Deadly Workout Mistakes & How To Avoid Them.” I highly suggest you read this right now and spare yourself this pain. Do it for yourself. Do it for your kids. You’ll thank me.
Note that Ely seems to be linking his workout routine to his present poor health. Now, while it’s certainly possible that a poor workout routine can negatively affect one’s health, 99 times out of 100 it’s the lack of a workout routine that leads to poor health.
Further, Ely is pushing a report titled “The 7 Deadly Workout Mistakes & How To Avoid Them.” Uh, oh. Deadly workout mistakes? Like ignoring the signs of a stroke or heart attack? Like dehydration? Like not using spotters when lifting weights? Deadly?
We’ll get to those in a moment. But you get the picture. This is serious.
Problem is, ol’ Preston has a bunch of his facts wrong. He claims that Durell is “ex-physical therapist for the Tampa Bay Buccaneers.” Umm. No. Durell isn’t a physical therapist at all. Never has been. In fact, he doesn’t even claim to be. On the sales page, he states, correctly, that he’s a physical therapist assistant. The educational requirement is a 2 year associate degree, generally from a community college. In Durell’s case, he earned his associate’s degree in 1995 from Housatonic Community College. He then passed an exam to become a physical therapist assistant. And that’s fine. Problem is, to become a physical therapist today requires a clinical doctorate. Back in 1995, it generally required a master’s degree, not an associate’s degree.
Beyond that, Ely claims that Durell was a physical therapist for the Tampa Bay Buccaneers. A double “nope” here. Not only was he not a physical therapist. His role with Tampa Bay was not connected to physical therapy. Durell’s sales page explains that he was a “strength and conditioning assistant” with Tampa Bay. Again, that’s perfectly fine and perfectly respectable. But he sure as heck wasn’t acting as a physical therapist (or even physical therapist assistant) with Tampa Bay.
Here’s the top part of Durell’s sales page:
Now, as for Ely’s linkage of his poor health to his former exercise routine–and his promotion of a report dealing with “The 7 Deadly Workout Mistakes,” there’s a–ahem–slight problem. True, that’s the title of Durell’s “Special Report.” But the report has nothing to do with “deadly” workout mistakes. It’s just seven pieces of advice–good advice, but pretty basic–on how to maximize an exercise program.
Here are the “deadly mistakes”:
- Working out for too long
- Not working out hard enough
- Not working out progressively
- Not recording your workouts
- Working out too frequently
- Not having a positive attitude
- Not making a commitment
Even the few items that might conceivably be “deadly,” such as “working out for too long” or “working out too frequently,” don’t contain any major fear-inducing points. So, there’s room to fault Durell for the name of his report, but let’s chalk that up to a bit of marketing hype. And as you’ll see, the program that Durell is selling is designed to help you “Get The Lean, Healthy, Sexy Body You Want In Only Minutes A Day…
… Discover The Proven, Easy-To-Follow System That Will Get You Into Awesome Shape, Despite Your Jam-Packed Schedule!”
On the other hand, Ely’s pitch–tieing in “deadly mistakes” with emergency surgery and leaking spinal fluid–coupled with a misrepresentation of credentials is enough to earn this pitch a 10 on our Crap-O-Meter.