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How the Self-Help Movement Made America Helpless
by Steve Salerno
But the Eighteen-Month Rule struck me as counterintuitiveand
discomfitingin a self-help setting. Here, the topic was not the Civil
War or shih tzus; the topic was showing people "how they can use the
power of their bodies and minds to make their lives better." Many of our
books proposed to solve, or at least ameliorate, a problem. If what we
sold worked, one would expect lives to improve. One would not expect
people to need further help from usat least not in that same problem
area, and certainly not time and time again. At some point, people would
make the suggested changes, and those changes would "take." I discovered
that my cynicism was even built into the Rodale system, in the concept
of repurposingreusing chunks of our copyrighted material in product
after product under different names, sometimes even by different
authors.
Worse yet, our marketing meetings made clear that we counted on our
faithful core of malcontents. (Another important lesson in self-help
theology: SHAM's answer when its methods fail? You need more of it. You
always need more of it.) One of my Rodale mentors illustrated the
concept by citing our then all-time best-selling book, Sex: A Man's
Guide. This individual theorized that the primary audience for Man's
Guide did not consist of accomplished Casanovas determined to polish
their already enviable bedroom skills. Our buyers were more likely to be
losers at lovehapless fumblers for whom our books conjured a fantasy
world in which they could imagine themselves as ladies' men, smoothly
making use of the romantic approaches and sexual techniques we
described. Failure and stagnation, thus, were central to our ongoing
business model.
Failure and stagnation are central to all of SHAM. The self-help guru
has a compelling interest in not helping people. Put bluntly, he has a
potent incentive to play his most loyal customers for suckers.
Yet it's even worse than that. Much of SHAM actively fans the fires of
discontent, making people feel impaired or somehow deficient as a
prelude to (supposedly) curing them. One striking example comes from no
less an insider than Myrna Blyth, a former Ladies' Home Journal
editor. In her 2004 book, Spin Sisters: How the Women of the Media
Sell Unhappinessand Liberalismto the Women of America, Blyth
repents for her own role in an industry that was supposed to help women
grow but instead wreaked incalculable harm on the psyches of its devoted
followers. What women's magazines mostly have done, argues Blyth, is
create and implant worry, guilt, insecurity, inadequacy, and narcissism
that did not exist in women before the magazines came along.
PAYING THE (PIED) PIPERS
The American love affair with self-help is unmistakable in the sheer
size of the SHAM fiscal empire. Granted, the movement's total cash
footprint defies down-to-the-penny measurement. There's just too much of
it out there, perpetrated to an increasing degree by independent life
coaches or poor-man's Tony Robbinses giving small-ticket motivational
speeches at the local Ramada Inn. But just what we know for sure is
staggering. According to Marketdata Enterprises, which has been putting
a numerical face on major cultural trends since 1979, the market for
self-improvement grew an astonishing 50 percent between 2000 and 2004.
This substantially exceeds the already robust annual growth figures
Marketdata forecast in 2000. Today, self-improvement in all its forms
constitutes an $8.56 billion business, up from $5.7 billion in 2000.
Marketdata now expects the industry to be perched at the $12 billion
threshold by 2008.
Excerpted from Sham by Steve Salerno Copyright © 2005 by Steve Salerno. Excerpted by permission of Crown, a division of Random House, Inc. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
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