Marketing in any field is interestiing. This one is 10x weirder. I’d take all the anecdotes as signposts to scale about what could happen. I’ve had some results hit so hard they’re difficult to believe and putting them in a book would sound just like that stuff.
Then there’s EA’s branding. Cheesy as fuuuuuuuck yet his products all have substance. Namely the video ones, the books read like my journals with instructions. It feels honest every time so it’s a matter of taste. Kurtis is on another level in his writing. That’s the thing though, there’s lots of little skills that add up. My guess is the best occultists aren’t great marketers too so it can come off like that.
Just like the best football coaches are often built like a whale in a suit and the best guitarists aren’t usually great teachers.
I bet most of them do a money spell, look at their grimorie and think "lol I have tons of liked opinions on occult forums! I should write under the most fedora-neckbeard-school shooter pen name possible (like goddamn Corwin… Hargrove… …really?) and then take several key ideas already widely used and rebrand them under other ideas already used so they screw up google’s keyword rankings (calling sensory/evocation keys “pathworking” etc)
Internet marketing is the new gold rush, everyone on Amazon models the Gallery of Magick’s branding because the vast majority of their books have an aire of “I spent a lot of time refining this so it’s elegant yet not boastful, instructive yet there’s more to it than we spell out” (Gordon Winterfield leaves clues everywhere, like an ancient text).
It isn’t hard to invent a few spells, pay someone a few bucks on Fiverr for a cover and formatting, crank out a book for Amazon print and ship and then buy reviews/copies of your own book through proxies/a VPN to leave “Verified Purchaser” reviews telling people it’s amazing.
Most people see projects as quick cash and a vehicle to quit their job. Others view it as a mission they’d do anyway if they were financially free. That’s the difference. Anyone in between often has a publisher screwing with the presentation. I know this because I have self published with a marketing buddy and found myself cringing at certain things they wanted to do with a book I poured myself into. It’s the plight of the artist’s soul
Look further than the presentation and trust your gut, look for the purpose behind it all. If all you’re getting is a rehashed grimore with enns, another set of sensory correspondences, and a really cool looking cover then maybe your time is better spent on magick you already have. (For instance: How many top grade servitors do you have? The power is in the work)
If there’s a new approach entirely, spirits you haven’t heard of (even if they’re the authors servitors and their story is mere subterfuge), or even an entirely new current then maybe try it on. Everything on this forum is mere perspective within infinite possibility. Magick simply works, the rest of it is dressing it up differently and it’s about finding a pocket of power that hits way way harder than the rest for you. The rest is like comparing rappers, they’re all the same damn thing over the same beat used by everyone else. Find some whose nuance you like and roll with it
Or invent your own and sell it, I’ll see some of you on Amazon and know which camp you came from. It’s obvious whether it’s mission or an attempt at a vehicle to live one