Marketing Tools Rant

Last Update: August 22, 2019

Photo by Hannah Gibbs on Unsplash

This post is a mini-rant, of sorts.

I have been researching many products recently to write reviews. The focus of my research is marketing tools that can help us build our online business.

I recently wrote a post about readability tools.

My searches have been both enlightening and depressing.

As a result of my research, I wrote and posted two recent reviews about done-for-you marketing funnel systems. The names are unimportant, but they were not about ClickFunnels.

I start my research using head keywords as opposed to long-tail keywords. I use Keywords Everywhere when I do Google searches because it shows related searches and volume. The Moz Bar Chrome extension shows the page and domain authority for Google results. The following image shows what I mean.

Jaaxy confirms that the head keyword has less than 10 searches a month.I use the Jaaxy keyword tool to find relevant keywords related to planned informational website content. I validate keywords by searching Google as shown above.

I use the Jaaxy keyword tool to find relevant keywords related to planned informational website content. I validate keywords by searching Google, as shown above.

I like to use Jaaxy to find long-tail keywords. Moreover, then research the competition using domain and page authority data to see if I can outrank them to make it on the first page.

In the make money online niche, I see a lot of negative reviews about products (tools and programs).

Now for the mini-rant about tools.

I read many negative reviews as well as positive ones. I also read many comments, positive and negative.

One common theme among the negative reviews and comments is the idea that the tools weren't any useful or lacked value. People also commented on not getting results by using the tools.

Did it ever occur to the reviewers and commenters that the problem is not the tool but the person using the tool?

A construction toolset can build either:

(Neither house is a picture of mine in case if you are wondering.)

The results depend on the skill, knowledge, and experience of the builder.

The failure to achieve the desired result is not the fault of the tool kit. However, so many of the negative reviews blame the "tool."

Another aspect of the negativity I saw related to the commenter's perspective. I describe it this way from an old saying.

If the only tool you have is a hammer, you tend to see every problem as a nail.

So finally, I read content and comments criticizing the stores that sold the tools. When I smash my thumb hammering a nail, I don't blame the store for selling me the hammer.

In summary, recent deep-diving research gave me some great ideas to help update some older posts to rank higher.

It was also depressing reading so many unfounded negative reviews. I could not finish reading a few of them. On the bright side, I am targeting those because it won't take much to outrank them.

Onward and upward.

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Stella741 Premium
I think what makes a good tool is its instructions. If they are well thought out and clear, reviews would be more lenient.

This is what I like about Wealthy Affiliate. The step-by-step approach assuming we know nothing about site building, is simple enough for. a teenager to understand.

If it were more complicated, we would be staying away from WA in droves. So I think it is on both sides. If the marketing tool is easily understood by the majority, they will take to it better.

WA is not hard, but there is a lot of work to do. What makes us stay is the support if we get stuck. If you look on the net, there are very few companies online that compare when it comes to support.

So it's half the marketing tool companies' fault and half the fault of the people reviewing it. Some are wearing rose-tinted glasses...
GlenPalo Premium
Thanks for commenting, Stella. I like the rose-tinted glasses metaphor. You hit the nail on the head. It really is about training and support.

I see so many products being promoted as easy to do, but are not. People run into a wall, get no support, and then leave.
Feochadan Premium Plus
Is the "Moz Bar" chrome extension something that I should add on? It sounds like it but I cannot seem to find it. Do you have more information on this? Thank you for your excellent article!
GlenPalo Premium
Hi, Darlene. My bad. I should have included a link. It is a free download at
Feochadan Premium Plus
Thank you!
TitaWorks Premium
Glen, you're right. Often it's not the horse, it's the rider....

I love that you found the bright side to all the depressing fararadiddling!

-- Netta
GlenPalo Premium
Thank you, Netta.
GazBower Premium
Good post Glen... As you say the tools are there to help. I am a photographer but I can't blame the camera if I take poor pictures. It is up to the user to learn how to properly use the tools.
I think a large part of the problem is that people want instant results and are not prepared to put in the work and research to find out how to use the tools to get the results they desire.
Thanks for sharing your thoughts.
GlenPalo Premium
Then they wonder we they failed.

Thanks for commenting, Gaz.
I think a big problem nowadays is that people try these tools and expect it to work miracles for them. When they don't bother to put time and effort into the project the tool is to blame as you pointed out.
Too many people are looking for "hacks" nowadays to shortcut their way to everything. We have become lazy as a society! Or at least some have.
GlenPalo Premium
I agree, Mark. I don't know if it is a matter of being lazy or not knowing or, like you said, looking for a shortcut.