Fake, Fake, Fake.
And how you can benefit from being honest.
There is a whole industry of people selling a dream, under the protection of fine print that eliminates the possibility of legal action against them. They use misleading marketing, fake promises, and use forceful sales tactics to get their customers to fork our hard-earned money.
Usually, this industry thrives on fringe cases, where there are a major upside and limited risk with the payments they are making to the providers. They provide them mainly with a dream, backed by the fact that a course or a product line will enable them to have financial freedom, the liberation from disease, Covid protection, or something else otherwise unobtainable.
It’s unethical and thousands fall victim to these scams every day.
From fake gurus, to “doctors hate him” it’s a copywriting disease, that people are willing to take advantage of other’s naivete, and skin them for everything they’ve got.
My voice is lost on this topic. I would highly recommend having a look at the Coffeezilla channel on YouTube if you want to learn more about how these scams operate.
Become a beacon of truth
I’m not saying that all educational products are like this. There are many great companies and individuals that sell amazing products that deliver on the value they promise. Their promises are realistic, their sales tactics normal, and they don’t rely on desperate people to fuel their business.
I also understand that people are fooling themselves to believe in extravagant promises. The same people realize this, although a bit too late for their own financial security.
It doesn’t excuse the fact that they are taking advantage of people while keeping their messaging barely above the legal limit. Fake, fake, fake.
There’s so much fake on the internet, and that’s why I tell all of my partners, associates, and clients. Do not fake your messaging. Just understand who it is that you want to talk with and model your messaging according to that.
That way, you will never run out of ideas about what to talk about, because your audience will care, especially if they perceive value. Seth Godin is capable of selling by just inviting people to take part in something.
Because he’s been around for more than 20 years, showed up regularly, did his work, wrote 18 books, and is still writing to this day. When he got started, nobody really took him seriously, and that’s the most likely outcome for any individual or company that is just starting out.
Keep it real, keep it honest.
That’s the only way to create a business that will stand the test of time.