Self-help just another religion?

The Self-help business: billions of dollars, not much help? [43folders]

“…the talks and tapes offer a momentary boost of inspiration that fades after a few weeks, turning buyers into repeat customers. While Salerno was a self-help book editor for Rodale Press… extensive market surveys revealed that “the most likely customer for a book on any given topic was someone who had bought a similar book within the preceding eighteen months.” The irony of “the eighteen-month rule” for this genre, Salerno says, is this: “If what we sold worked, one would expect lives to improve. One would not expect people to need further help from us – at least not in that same problem area, and certainly not time and time again.”