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 the SALES ON FIRE 2020 Upgrade, educating you all about ethical and effective selling, here <<


How To Decide On a Service [Business Newbie Guide Part 2]

How to decide on a service

How to decide on a serviceHow to decide on a service or product to offer with your new business is a question that creates panic in even the most confident mind. What if your choice is wrong? What if your market doesn't want that? What about all the lost time?

As we saw in Part 1, the first step in choosing a product or service is not running around asking everyone, "What's working? What's selling?" but rather to begin by making a list of things you like to talk about all day.

Two Key Questions On How To Decide On a Service to Offer

I'd like to address a couple questions you may have had about this. First, I said having a topic you enjoy discussing as the subject of your business automatically makes you enthusiastic. But haven't I, in the past, declared "Enthusiasm Is Your Enemy"?

Yes, enthusiasm is your enemy--false, oil slick enthusiasm that is the cloak of the unethical salesperson. But genuine enthusiasm? That's your friend. The root of the word enthusiasm means "in spirit", meaning you are in spirit...in the zone, time passes without you noticing because you love what you're doing, and that internal light switch is turned on. Now how does that sound as the core of your business? Pretty smart idea.

Second, what about your marketplace? What if they aren't interested in any of the things you are excited about?

Ah, now we have arrived at the crux of today's message. Take a look at this Venn diagram:

Passion vs Payment

Starting to get the picture?

The Next Step of How To Decide On a Service or Product

The next step in your journey is to find out what problems people have with the topic areas you're interested in that you can solve. These are called "pain points" and I have written about them many times on this site. Here in Part 2, it's time to invest some energy in exploring each of those subjects you've written down. You will be looking for things people say about each topic that confirm there is a problem for you to fix.

You could talk to people in each target market. Book and conduct some information interviews. This is a way to get instant feedback. However, you're also required to get on the phone, which is probably outside of your comfort zone.

Another option available to you for finding pain points is data mining of Amazon reviews. Yes, in reviews of Amazon/Kindle books are buried clear descriptions of what was wrong in the buyers' lives right before they bought--what induced them to go looking for help, and why they got this book...and perhaps even most critically, what they didn't find inside to satisfy their expectation of a solution. Here is the best explanation of how to search through Amazon reviews for pain points I've found.

Yes, this is going to take you some time. Several days, perhaps. Isn't the very foundation of your business worth it, though? Don't you want to get this right the first time?

Here's a video I made to discuss this process in a little more detail:

If you don't find any pain points, either you have an untapped opportunity or no opportunity. Likely you should cross this topic off the list. Start narrowing down the opportunities.

Next, we'll look at how to start getting in front of qualified prospects.

>> Get the latest critical info on unorthodox sales & marketing by subscribing to SalesTactics.org by email or Following us on Twitter. Want to talk to Jason? Click here <<


How To Choose a Product [Business Newbie Guide Part 1]

How to choose a productHow to choose a product or service to offer is often the most daunting question for newbies to business.

This straightforward-sounding issue leads to more newbies giving up than any other. After months of paralyzing indecision and 'analysis paralysis', alongside the resulting failure to make an income stream, you have no choice but to return to a job.

If you are in the situation of recently becoming self-employed but don't know how to choose a product or service for your business, these instructions are for you.

How To Choose a Product or Service for Your New Business

Here's a quick video I made about what we're about to discuss:

Get your list of potential topics ready. I'll be back soon with the next set of instructions in this series.

I am constantly contacted by people who are not yet in a position to be helped by me. They don't have a business. No product or service, no processes, no branding, no marketing...nothing for me to work with. So that's why I'm writing this Business Newbie Guide series...to give you the How To instructions to create a business I can make a significant positive impact on with you.

The typical newbie mistake is to run around asking everyone they encounter, "What's working? What's selling for you now?" The hope is the people they talk to are a little bit ahead of them, and have some secret they don't yet possess. This is wrong.

First, the question is incomplete. Second, the question leads you into a crowded market. What's wrong with these concerns? Without the addition of, "and what's broken/what's wrong/what's the worst thing about it?" you won't be able to stand out if you enter that marketplace. And even if you do head into it, that market is already full of competitors--who are far better at delivering this product or service than you are. Beginning with everyone else at a huge head start is a bad idea.

Step One of How To Choose a Product

When figuring out how to choose a product, you must think differently. Do not chase the herd. Chasing the herd will only lead you into a crowded market filled with landmines, snares and hungry predators much larger and more savvy than you. Instead, begin with this:

"What do I like to talk about all day?"

Write down this question and as many answers as you can come up with over the next 48 hours.

Take your time.

Take a walk and think about it.

Don't rush.

When you chase the herd, you rush. And that leads you into bad decisions. Does it sound good to base your business, and therefore your chances of success, on a rush decision about what the herd is doing?

If I was coaching you, I would like to see at least four or five answers on that sheet of paper two days from now. Six or seven if you can manage it.

These topics must be things you enjoy. Not subjects you think other people want to know about. We're talking about YOU. Your emotions. Not how you think about it, but how you feel about it.

Note this distinction. You are going to be, if the business takes off, talking about this topic with other people for many years. Can you see why picking a core that excites you is the perfect place to start?

The Life Secret Within How To Choose a Product or Service

"But what if nobody wants to buy what I'm excited about?" you ask. Yes, this is the fear of the newbie. Let me point out that the process of how to choose a product or service for your fledgling business doesn't stop here. We're going to do more with these potential core subjects. But this is the place to start.

I'm about to share a 'secret' of life, so pay attention:

How you FEEL about what you do is more important than anything else.

Yes. The emotions you experience as you live produce your reality. Now they are like wind: they come and they go. But as they pass, they affect your thinking.

If you are all doom and gloom because you don't feel good about your business, will you take action? Will you do the daily behaviors necessary for success? Of course not: you'll huddle in your bedroom.

And if you feel happy about what you're offering the world, what then? Will you bravely take the next step? Naturally.

So picking a topic that you love talking about automatically makes you enthusiastic about your business.

Ah ha!

Are you starting to get the picture?

Topics you list may be general or specific. A list of possible topics might include:

> airplanes
> fly fishing
> skin care to help people with psoriasis
> dogs (or a specific breed of dog)
> cooking
> network security in Fortune 500 companies
> real estate.

We're not done. Nowhere near. But this is the very first and most important step of how to choose a product--deliberately select a core subject for you business that you enjoy talking about all day. Click here for Part Two.

>> Want Jason's help with your business? Click Here. Questions? Comment below to let us know! And to make sure you receive the next post in this series, Subscribe to SalesTactics.org by email or Follow us on Twitter. << [jetpack_subscription_form]