I’ve written lots of ad copy during my various careers. I know that people love to read about “secrets” as they apply to wealth, health and fame. “Secrets” is a hot word in the world of ad copy. Usually the use of the word is attention-getting but harmless.

Lately I’ve become perplexed at the hyper foisted on people by those who claim special access to “secrets” and “hidden knowledge.”

Consider: once a secret is shared, it isn’t a secret anymore.  And hidden knowledge? If someone has found it, it is no longer hidden.

Knowledge and information can be obscure,  hard to find, not commonly known or ignored but by and large, there is little that is truly secret or  hidden. Generally such claims justify a high price tag by the holder of this hidden/secret knowledge or information.

It would be prudent to note that just as gravity can make your jaw drop, claims seemingly too good to be true aren’t. Guys like Bernie Madoff remind us of that, but our memories, it seems, are short.

To be useful, information doesn’t need to be hidden or secret. It needs to be valid and used.

The best repository of useful information, neither hidden nor secret, is the public library. The greatest warehouse of knowledge in any community is typically the public library. Do you have a card? How often do you visit?

The internet certainly gives access to lots of information but one must judge the accuracy and validity of information found online. I’m consistently skeptical and try my best to substantiate or refute the interesting things I find online and want to talk or write about.

My advice for the day: stop looking for the secrets and hidden information. Beware the man, woman or company that tries to sell you that hype.  Instead, study the great books, ideas and principles proven by time and then do the hard work of applying them to your life and situation.