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{"id":10803,"date":"2018-05-09T08:00:54","date_gmt":"2018-05-09T12:00:54","guid":{"rendered":"https:\/\/buildbookbuzz.com\/?p=10803"},"modified":"2023-12-07T21:36:12","modified_gmt":"2023-12-07T21:36:12","slug":"transparency-in-marketing-a-book-case-study","status":"publish","type":"post","link":"https:\/\/sandra.oddjar.com\/transparency-in-marketing-a-book-case-study\/","title":{"rendered":"Transparency in marketing: A book case study"},"content":{"rendered":"

This is the tale of a book,\u00a0the author’s reputation, and\u00a0<\/span>reader expectations — and\u00a0how all three left some of the author’s most enthusiastic fans disappointed.<\/p>\n

Meet the Frugalwoods: Achieving Financial Independence Through Simple Lliving<\/em><\/a> by Elizabeth Willard Thames is the story of how one millennial couple ditched the materialism of urban life to “retire” to their dream farm in Vermont when Thames was 32. (“Retire” is in quotes for a reason — more on that in a moment.)<\/p>\n

The book is no doubt selling well and enjoyed by most, considering it has 200 reader reviews with an average rating of four stars.<\/p>\n

But dig a little deeper — and I did, thanks to a tip from a colleague I won’t name in case she doesn’t want to be outed — and you’ll discover that many people who couldn’t wait to love the book were sorely disappointed, and for good reason.<\/p>\n

Our tale begins with how the book is represented on Amazon. Here’s the story.<\/p>\n

Part 1: What the book’s about<\/h2>\n

\"\"<\/a>Meet the Frugalwoods is a memoir<\/strong>. As the book’s description states, it’s “The deeply personal story of how award-winning personal finance blogger Elizabeth Willard Thames abandoned a successful career in the city and embraced frugality to create a more meaningful, purpose-driven life, and retire to a homestead in the Vermont woods at age thirty-two with her husband and daughter.<\/em>”<\/p>\n

It’s not a personal finance how-to book.<\/p>\n

It’s the story of the author’s journey from here to there. You might learn a thing or two about how Thames managed her money while you take this journey with her, but it’s a memoir. If you read it with the expectation that you’ll learn her life’s story, you won’t be disappointed.<\/p>\n

But if you’re a Frugalwoods fan expecting to be highlighting tips for how you, too, can “retire” at 32, you can put that highlighter away right now.<\/p>\n

Part 2: How it’s categorized and positioned<\/h2>\n

The publisher specializes in business books; the book is categorized as “personal finance,” “budgeting & money management,” and “retirement planning.”<\/p>\n

But it’s a memoir<\/strong>. Sure, there’s room for advice in a memoir, but it’s certainly not a classic business or financial planning book.<\/p>\n

Some discovering this book while searching Amazon for personal finance top sellers who saw it has a ton of reviews and didn’t read the book description might buy it expecting to get all kinds of personal finance tips.<\/p>\n

Part 3: The definition of “average”<\/h2>\n

The author described her household income as “average.” Yet, their move to the country involved selling the Cambridge, Mass., home they bought for $460,000. Many “average” income earners in Middle America can’t afford a home valued at nearly half a million dollars.<\/p>\n

In addition, Amazon one-star reviewer “A B” reports that “According to public records, Nate made $225,000 in 2014 and $271,000 in 2016 working as a non-profit executive.” (Nonprofits are required to report this information.)<\/p>\n

Reviewer A B had to search for the information online because it’s not in the book. That seems like a key point — something to share in a “personal finance” book. As a reader, before I’m impressed with what you’ve accomplished, I need to know your starting point.<\/p>\n

Why is it missing? Probably because the author is trying to hide it.<\/p>\n

A few other one-star reviewers singled out income as a key reason they were disillusioned after reading the book, too. Thames’s blog led them to believe her family is “just like us.” For many, though, they aren’t.<\/p>\n

“Average” is relative, of course. You might argue that a nearly $300,000 income in Cambridge, home of Harvard University,\u00a0is<\/em> average. But the Bureau of Labor Statistics reports that the median annual income for millennials is $36,000.<\/p>\n

A household income that exceeds $271,000 isn’t “average.”<\/p>\n

Part 4: The definition of “retire”<\/h2>\n

A key selling point of this book is that the couple “retired” when the author was 32.<\/p>\n

She “retired” only if you use the definition you have in mind when you say, “I don’t feel well, so I’m going to retire to my bed.”<\/p>\n

They aren’t living off their savings for the rest of their lives. They’re working from home. Yes, they have more financial independence than many, but they aren’t “retired” from earning a living. They’re “retired” from their previous lifestyle.<\/p>\n

Part 5: The key to success<\/h2>\n

The key to success, according to this book, is that to save a lot of money, you have to have a lot of money to save.<\/p>\n

It reminds me of an old (OLD!<\/em>) Steve Martin joke from his stand-up comedy routine, “You Can Be a Millionaire.” Steve says, “First, you get a million dollars.”<\/p>\n