Not just one word though. Also hard work and grit. Telling someone interested in escaping the rat race (who is not in the top 10% of income earners) to just stick with a job they despise for 15-25 years is just not going to hit home. They know they can grind out a miserable life. That's the status quo they currently live.

Sure there are the scammer/grifter types who just want a super easy mode get rich quick scheme, but a lot of these folks are somewhere in the middle which is where they get taken by the actual scammers. They get told if they just hustle harder than everyone else for a few years they can achieve escape velocity.