We're sold what we want to buy.
Simple as that. We want to think it's easy. We want to think it's simple and we don't want to do any work to get there if we can avoid it. We read things about getting ranked on page one of google JUST by installing a wordpress plugin and THINK it's legit. (It's not btw).
We see gimmick after gimmick and think they work. Some might short term, but in the long term there is no substitute for hours put in. We want case studies so we can copy them word for word and not have use our brain at all. We think case studies are the answer. If someone posts one, surely I can just copy it and I'll make the exact same amount of money.
What we're not shown is the prep work, the testing that goes into it and the thought process involved in running any campaign successfully. We ignore those factors because that's not what we want. We want results and we don't want to work for them.
Busy work is not work by the way. Anything that is not adding to your potential bottomline is busy work. We go through the motions, half ass things and expect great results. We don't plan anything, we don't think through a funnel and we don't think beyond the immediate sale.
We're lazy by nature and it's tough to break out of that. Instead of searching for the easy way or the way that just seems a bit to good to be true, go take the hard route for once. Don't half ass a campaign. Don't try to find shortcuts. Grind it out. Do all the work necessary before, during and after the campaign is running.
Just my 2 cents.