Once upon a time, when I was starting to take my curiosity about esoteric subjects seriously, I read Wisdom of the Mystic Masters and other books by Rosicrucian author Joseph Weed. As a Rosicrucian, Weed was no doubt aware of the fact that the road to mastery is a long road. So, in looking back on these books, I’m surprised at how they were so blatantly oversold (this reminds me of The Secret) in that they implied all you had to do was read a popular account of ancient lore and soon thereafter you would become all-powerful and quasi-divine. Like The Secret, these books came and went quickly because–while there was truth in them–it could not be learned and perfected during the halftime show of the football game that had taken over the living room’s TV set.

From the Publisher

“This book contains the most awesome secrets ever known to man—ready to be used by you to attain the riches, influence, and joy you’ve always wanted! By using the staggering power of these age-old secrets—jealously guarded by the wealthiest and most influential people in history—you’ll quickly discover how to release a flood of riches into your life… how to gain influence and control over others… bring new romance into your marriage or social life… gain the instant respect of everyone you meet… overcome any threat that faces you now!

“Here is the ancient might of the Mystic Masters immediately ready to help you to the pinnacle of money, fame, and power!”

One thing I noticed with these descriptions right away is that many of them focus on obtaining wealth and power, the very opposite of what hermetic studies are all about.  Obviously, the publishers don’t think “the masses” will read such books to become more spiritual, more aware of the “big picture,” or to improve themselves.  So they promise fame and fortune.

If you look closely at what these hyped books offer, it’s very similar to what James Allen wrote years ago in his wonderful 1903 book As a Man Thinketh.  My father had this book on the family’s shelves and I read it long before I’d ever heard of Weed. From the book of Proverbs. Chapter 23, it is written,  “As a man thinketh in his heart, so is he.” In my view, this is all we need to know. No hype is needed.

You can read Allen’s book, now in the public domain, on Project Guttenberg here.

The paradox here is that the wisdom itself is simple, but its development is complex. And that’s what makes the hype work so well on prospective readers. Read “this” and you will know “all.” Perhaps so. Then what?

—Malcolm