How To Filter Out Fake Gurus

How can I filter out fake gurus? was a question asked on a forum recently.

Why are guru sales videos and letters so "hard sell"? If they're so great, why do they have a program like this for sale at all? Do they really "take you by the hand" like they say?

I was waiting around on a Saturday night to go out in 15 degree F weather and take someone somewhere. So I told them what the deal is. And I'll share it here with you.

The First Thing About How To Filter Out Fake Gurus

First, getting people to get off their butts and actually DO something, make a decision, buy...that's tough. People want to do nothing. I'm speaking in general terms here. Of course there are plenty of individuals who will go figure whatever it is out for themselves.

So to some degree the sales pitch HAS to be like that. A webinar is a one way conversation. There's no give and take, no personalization. Maybe that will change some day...there are websites now that will create dynamic content based on the user. But for now, it's a "one size fits all" approach. Hence the hard sell.

I get it, but I don't like it. The basis of the business I run is all about having genuine, 1-on-1 conversations with qualified prospects and if they have the problem our client fixes...and they will get real value from that solution...then it's an obvious fit to us all. IE. we don't sell that way.

But for lower ticket, the one way webinar conversation is a valid option. (Look at infomercials, though...even they'll send you to a live call for a $37 product...food for thought.)

pinocchio liar how to filter out fake gurus

How To Filter Out Fake Gurus By Getting What You Want

Second, a lot of why these gurus succeed with this kind of sales effort is that the newbie is looking for CERTAINTY.

Can I share an honest-to-goodness secret with you?

There are only two elements to making money.

Just two.




Joe Blow's ecommerce success course?

All he's gonna tell you about is how to set up a flow of traffic, and a means of converting some of that traffic into sales.

That's it.

And every other course will give you the same thing. Sure, there might be a lemon twist or a special traffic source or some cool copywriting conversion element this guru gives you the other doesn't have. And that tip might well be worth the $497 or whatever the course happens to be. It just might, if you see where it fits in and you implement it.

All the guru crap, the fancy cars, the mansions, the planes...most of them are rented for the shoot. It doesn't matter. If the imagery is all they have, then you know how to filter out fake gurus. Do they instead demonstrate a knowledge of traffic and conversion?

Most "business in a box" bizopps are marketing lies. Almost all of them. They are not complete. They will show you a piece of traffic or a piece of conversion if you're lucky. And then "...Profit!" Well that part's up to you, pardner.

So look for the elements of traffic and conversion. Look beyond the flashy images. Look at the methodology. Now they probably aren't going to reveal it all to you in the webinar--they might, and say, "OK you could do this yourself but wouldn't it be a whole lot easier if we showed you and held your hand?"--but you should see screenshots.

Instead of desperately seeking and trying to buy the certainty portrayed by the guru through the flashy lifestyle imagery, look for certainty in their traffic and conversion methods. Do you see them in their presentation? (Hint: you're a lead in their traffic flow right now.)

Learn to Use This Basic Tool to Protect Yourself from Fake Gurus

Third, newbies do not want to do math and this is the kiss of death to you.

Get used to doing math.

Simple math: addition and subtraction with a little multiplication thrown in. No algebra (I promise.) But you WILL have to do some math and start talking the language of marketing if you want to succeed.

If you don't, serious marketers will not take you seriously. You will not look, sound, or feel like them. Like recognizes like, and they will move away from you.

Look for the math in the guru's presentation.

Will they personally "hold you by the hand"? Unless you're paying 5 figures, probably not. It'll likely be a video series, maybe augmented by some group coaching where the guru is trotted out once a week to give some theory and do a little Q&A.

But this isn't rocket science. You need traffic to a conversion tool. Qualified leads to your ecommerce site.

Who Is the Source of Success?

Fourth, if you depend on the certainty you have in the guru for your success, you will fail.

The certainty needs to come from YOU.

You will walk the walk. The map is not the territory. The guru gives you a map. It may be a good map or it may be a terrible one not at all representative of the territory. But regardless you will have to walk the territory yourself. You will encounter problems that are not on the map ("Where'd this swamp come from?!"). And you will have to learn how to solve your own problems.

People, even experienced people, are always looking for The One Right Way to do something. The magic bullet. The easy solution. No! Complex problems have complex solutions. Get used to it. I cannot overstate the impact of this idea. There are a zillion ways to accomplish a thing, to be successful. One guru's way is not the only way. In fact, it may not even be the best way. Or it may not work for you. It's just "a" way.

How To Filter Out Fake Gurus: Real Gurus Can Do Things You Cannot

And finally, fifth, the guru can do things you cannot. Keep this in mind. They can do these things, and due to a little concept called The Curse of Knowledge they will have utterly forgotten that as a newbie these are not options for you. A guru can use cash to force their funnel to work, for instance. As long as their price point is high enough, say $497, they can push cash into leadgen and if they break even they're fine. Compare and contrast to the scared newbie, afraid of their own shadow and shivering at the thought of investing $100 in traffic. The guru probably even has a high ticket back end offer to make their real profit on--something the newbie hasn't even considered in their poverty mindset and low money tolerance.

So for the guru, "You just do it!" Not so for you. Even thinking of "it" is out of the question. It's just not an option right now.

I see a lot of offers on Facebook from IM "experts" who just popped up out of nowhere. I've never heard of them before and yet because they have some cash to drop on an ad spend they are now theoretically positioned as a guru. I tell FB I do not want to see that ad and mark it as not relevant to me. I've seen a lot of people come and go since starting in 2011. A lot of "lifetime" products (JV Zoo just halted sellers with that word in their copy) that were here for a short time and then gone. This is one way of how to filter out fake gurus. Look for that track record. Look for a course creator who remembers what it was like to be a newbie. Look for a guru who has a vision beyond fancy cars and planes and homes.

>> Jason Kanigan has been selling online since 2011. Check out SALES ON FIRE, educating you all about ethical and effective selling, here <<


Done For You: No Thanks

Done For YouDone For You sounds great, doesn't it. You pay a chunk of money, probably well into five figures, and for that hefty investment someone else sets up your entire business.

They probably choose the product for you. They certainly set up the funnel. Web pages. Copywriting. Buy buttons. Fulfillment.

And, of course, it's easiest if the product is a digital download or physical good. A thing someone else has made.

That way you don't have to do anything at all.

Done For You Is NOT Business In a Box

Done For You is different from Business In a Box...the biz in a box "opportunities" describe a demand for a specific product or service by a niche out there while leaving the selling to you. Done For You does the selling, too.

I am not saying "Never subcontract anything out." I sub out projects all the time. But they are things I shouldn't be doing...though I know how to do them. For example, I can create a header (the banner across the top of a website). I can do a decent job, and the initial version on a new website I'm putting together will likely be mine. But are there graphic artists available who are much more proficient at art programs, and have better design ideas, than I? Certainly! However, my point here is that I know how to do the job. I understand what I am subcontracting.

So there is a point of ridiculousness I'd like to illuminate here. For instance, maybe you don't know how to bake a birthday cake. So is Jason saying not to buy a Done For You birthday cake from the supermarket because you don't know how to make one yourself?

Let's all have a good giggle about that one.

Here's the dividing line: Do I depend on this?

That's the question to answer.

Do you depend on this?

Nobody depends on a birthday cake. Not to live. No one is going to suffer or die if a birthday cake is not present. Except perhaps the cake baker (Ah ha! Now we're getting to the core of the matter).

Do you depend on your business? As a vital source of income? Yes? Then don't you think you'd better know something about it?

The Underlying Problem of Done For You

People who jump at Done For You businesses reveal underlying problems about themselves. These include lack of commitment, lack of confidence, and possibly even a learned helplessness that nothing is ever going to get better if they have direct control of it.

At one point I set up an emergency donation page with a custom header, fresh copy, and donation button in about an hour. The recipient was amazed: he told me I was so talented and asked how I had been able to complete these tasks so quickly. I shook my head. This guy had been in the online marketing field for literally years longer than I had--twice as long, actually--and had not learned these essential basic skills.

What Does This Example Show You About Done For You?

With Done For You, you never learn how to create a profitable business.

You never learn how to choose a winning product or service.

You never learn how to set up an effective sales funnel.

You never learn how to sell.

You never develop any expertise or skill whatsoever.

You never learn how to do anything.

You stay helpless.

If you think that's okay, keep doing what you're doing. But don't shriek when the DFY (Done-For-You) biz dries up or fizzles in the first place, and you realize you don't have any skills...haven't learned anything...and are completely unable to make the next move on your own.

>> Jason Kanigan is a business development expert who believes in solid business fundamentals. Please Like, Share or Comment if you know someone who will find this discussion useful. If you're burning to develop skill and have a real business you have full control over--and it doesn't have to eat up all your time--call me. <<