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GOLD! Lex DeVille's: Guru Cults Exposed: The Tactics "Experts" Use To Pull You In & Suck You Dry

momomaurice

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It seems that you think I'm attacking you because this is your thread, I'm not. Brad S actually mentioned Tai Lopez and that's where I seen his name mentioned, nothing got to do with you.

What I mean is Tai Lopez is out there living his life that he wants (banging lambos and cash) not giving a shit what anyone thinks and here we are wasting our precious time talking about him.

I can't really say if his course is scam or not because some people became successful from it and some didn't. I gave my opinion that it sucked a$$, I never said I got scammed. I bought something that didn't work out. I bought plenty of books that lots of people recommend but I thought sucked a$$, does that mean I got scammed from them too? If I had a victim mindset I would say it was the best course ever. I blame myself for buying the course, I'm not one to go around blaming others and pointing fingers at guys like Tai because they sell below par courses in my opinion.


I was stating that some people out there have knowledge and information to transform lives, yet they won't do it because of all these 'gurus' out there and they don't want to be labelled another guru. If anything I want these guys who are scared to become another guru to go out there and be as big as they can and help as much people as they can and stop thinking small.
 

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eekern

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Thanks for a fantastic thread Lex !

I like behavior-based funnels best. Bastian Ernst of Wild Audience has a great system for building behavior-based funnels, and he was the most recent guru who sold me a product.
He is like the Thomas Edison of Telsa (Where André Chaperon is Telsa)

Bastian knows PPC / upsells, fake live webinars (everything that is known to "earn back ad spend") and packages the branding in a "big idea" of respect based marketing. Kodus for creativity but he still uses all the guru tactics you explain in the post.

But I like him as well and what André and now Bastian is preaching is the future, segment based on needs/interest and help people where they at, don't sell one "size fits all" when you know that 99% will not get results.
 
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SamRussell

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I put a couple of hours this morning into reading this thread - it's amazing, thanks @Lex DeVille !

The "music marketing" is full of this guru shit at the moment. I spent several years working with one 'guru', who could get good results in your guitar playing, but his business programs sucked and were expensive cult memberships.

Other gurus in the music space are Tier 4 doing exactly what you say, "Omg, what you need, you need a funnel". None of them have made a living from music. In fact... they publicly tell you that you won't make money using their methods, and you have to run at a loss for an indeterminate amount of time, until you grow your list to an undetermined size... and magically make money.

If you apply their methods well, you might even get to break even!

I see that (after having been fleeced for years) and think "They're selling a business model that operates at a loss. That sounds like a bad business model"... but people eat this right up.

Madness.
 

Garf

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I've spent way too much money on useless shit in my lifetime.

I'll get all excited about learning a new skill or business model, but when the time comes to actually put myself out there, my self-identity is incongruent and the imposter syndrome kicks in to self-sabotage (usually by just procrastinating until the project grinds to a halt).

Here's my problem with the cop out excuse of "I just give you the tools, it's on YOU if you succeed or fail"

... That's not how the product was originally marketed. The guru made it seem like this level of success was achievable from where I currently am... right here right now. They marketed a complete system to take me from zero to hero.

And if I was just some anomaly, fundamentally broken and unable to make anything work, then fine... But when the majority (i.e. nearly ALL) of the 'students' fail to make any money, then the guru can't just wash his hands and say 'well you can lead a horse to water, but you can't make him drink'.

At some point, the SYSTEM failed.

This kind of pointing the blame on the 'victim' is a textbook MLM tactic. "YOU need to work harder", "YOU need to be more positive". It's total gaslighting and invalidating the student's experience of the system being fundamentally flawed.

Maybe someone will eventually come up with the mindset magic bullet that 'fixes' people and has a real transformative effect. But as of now they don't. If a student is successful after taking a program, they would've been succesful without a program. There is no real transformation taking place, and the guru cannot wash their hands of that since that is what was promised.

I've been burned on self-help for over 10 years now, so maybe I'm just bitter. I actually started going to actual therapy, with a real qualified professional, and for the first time I am actually making some headway on all my inner self-esteem issues that need to be handled before anything else.
 

Chris25

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As long as there's sheep, sure enough, there is going to be someone to give them nice buzzcuts.

Even if somebody offers valuable information, you still need your own experience to become better. And the information is already out there for free, or for the price of a few books. I think what most people lack is the kinetic execution part. They pay for expensive courses because they think that someone will spoon feed everything to them. When in reality, you need that first-hand xp : )
 

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Here's my problem with the cop out excuse of "I just give you the tools, it's on YOU if you succeed or fail"

I hear you and sympathise but I'm going to play devils advocate there. If the course is a good one (and I am not saying they are) and you don't take action how can you blame the course creator?

Now before I'm misunderstood I'm not siding with the guru market. I am sick to death of being stalked on YouTube by Sam bloody Ovens and somebody bloody Becker who want's to show me how to make a fortune on Amazon selling something like a kiddies sewing machine.

Now I'm being stalked by some stock market guru who say's he's the best in the world. If he is why does he need me? Physician take thy snake oil and heal thyself.

BUT if I went on, for example, an Adwords masterclass by someone of high repute and I didn't follow through then I know that would be my own fault. I couldn't blame the program creator if I take valuable information and do nothing with it can I? (thanks @Andy Black).

If a student is successful after taking a program, they would've been succesful without a program.
That surely depends on if they needed the information within the program to progress in what they wanted to achieve. Maybe they could have acquired the information from other sources but sometimes paying to get what is needed in one time saving chunk is worth the price of admission. It is also difficult in a new field when you don't know what you don't know. If there are major caveats in your new chosen business field and you are not aware of them until months down the road that could easily cost you dear.

When you are net savvy you can spot all these fake guru's who just want to part from from your money but there are a lot of good courses out there. If you have the mindset to follow through then they are of benefit. You just have to follow through which is pretty much all there is to being a successful entrepreneur. Learning, taking action, analysing, readjusting and taking action again, over and over.

-
 
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Lex DeVille

Lex DeVille

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I've spent way too much money on useless sh*t in my lifetime.

I'll get all excited about learning a new skill or business model, but when the time comes to actually put myself out there, my self-identity is incongruent and the imposter syndrome kicks in to self-sabotage (usually by just procrastinating until the project grinds to a halt).

Here's my problem with the cop out excuse of "I just give you the tools, it's on YOU if you succeed or fail"

... That's not how the product was originally marketed. The guru made it seem like this level of success was achievable from where I currently am... right here right now. They marketed a complete system to take me from zero to hero.

And if I was just some anomaly, fundamentally broken and unable to make anything work, then fine... But when the majority (i.e. nearly ALL) of the 'students' fail to make any money, then the guru can't just wash his hands and say 'well you can lead a horse to water, but you can't make him drink'.

At some point, the SYSTEM failed.

This kind of pointing the blame on the 'victim' is a textbook MLM tactic. "YOU need to work harder", "YOU need to be more positive". It's total gaslighting and invalidating the student's experience of the system being fundamentally flawed.

Maybe someone will eventually come up with the mindset magic bullet that 'fixes' people and has a real transformative effect. But as of now they don't. If a student is successful after taking a program, they would've been succesful without a program. There is no real transformation taking place, and the guru cannot wash their hands of that since that is what was promised.

I've been burned on self-help for over 10 years now, so maybe I'm just bitter. I actually started going to actual therapy, with a real qualified professional, and for the first time I am actually making some headway on all my inner self-esteem issues that need to be handled before anything else.
I disagree. While gurus do sometimes use shady marketing practices, in the end they offer a product. It's the individual's responsibility to:

  • Research the product before you buy
  • Be aware of your own habitual patterns of behavior
  • Notice when you're falling for something you've fallen for before
  • Apply what you learn to get some kind of results

No doctor, therapist, or guru can change your internal state. They can't force you to apply their products. Home Depot can't force you to unclog your toilet with their deluxe plunger - more plunge, less effort. If you want your shit to go bye bye you have to plunge your toilet.

Unless the gurus made definitive statements that you will make X amount of dollars, then it's not their responsibility if you don't.*

*In some cases, depending on the marketing methods, it might be their responsibility if you took them to court. This is the why they add disclaimers on their sites. Even then, to go to court would require you to take action. They won't bring themselves to court or hold themselves responsible for your lack of action or results.
 
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Crisdamien

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I disagree. While gurus do sometimes use shady marketing practices, in the end they offer a product. It's the individual's responsibility to:

  • Research the product before you buy
  • Be aware of your own habitual patterns of behavior
  • Notice when you're falling for something you've fallen for before
  • Apply what you learn to get some kind of results

No doctor, therapist, or guru can change your internal state. They can't force you to apply their products. Home Depot can't force you to unclog your toilet with their deluxe plunger - more plunge, less effort. If you want your sh*t to go bye bye you have to plunge your toilet.

Unless the gurus made definitive statements that you will make X amount of dollars, then it's not their responsibility if you don't.*

*In some cases, depending on the marketing methods, it might be their responsibility if you took them to court. This is the why they add disclaimers on their sites. Even then, to go to court would require you to take action. They won't bring themselves to court or hold themselves responsible for your lack of action or results.

I haven't been in this forum in a while but wow, this thread was powerful. Just earlier today, I was thinking about how I was sick and tired of these damn gurus who muddy the waters so much. Then i read through this whole thread, you can create a whole e-book or even more with your content. Hopefully some douchey bro marketer doesnt pawn your breakdown as their own.

But what I started doing is reading your breakdowns and basically look at ads and stop myself and incorporate what you were talking about... I feel like NEO from the Matrix, I see the code. Lol.

I am intrigued by people who sell with the written word, I think it's a fantastic skill that is rather difficult to hone and excel at. To me writing articulately for the correct audience and conveying a concise message is like fighting, everyone says they have the capacity to do so... but very few do.

Plus, I met some of these gooroos, especially in the Bro marketing space, I have to admit even when my spider senses are at full "RUN" mode, they still manage to overcome those objections. However, I do not reach for the CC. I have been fortunate enough to see these guys ecomm courses and they're not worth $20 its the same shit. Half the time they copied someone like Jon Mac but reworded some of the techniques... I have also been privy to certain conversation where they acknowledge the technique they are pitching is outdated and no longer work, or its harder than before to make good profit like years ago. Unscripted really woke me up to this because of the low barrier of entry.. (POD selling) Glad to know when I feel my BS meter ringing off the hook that I am now just a "hater" as some would say.

Appreciate you dropping so much knowledge.. I know I am very late to the party.
 

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No doctor, therapist, or guru can change your internal state. They can't force you to apply their products. Home Depot can't force you to unclog your toilet with their deluxe plunger - more plunge, less effort. If you want your sh*t to go bye bye you have to plunge your toilet.
There is an invisible line that is hard to spot.

We are all adults, but these days, who behaves like one?

In theory you have freedom of choice, but with all the nonsense going on in the background, who is to say there really is any freedom - do you choose when to breath and when not to?

With mental conditioning applied, it's really difficult to unplug ourselves from the matrix.

Notwithstanding, this above is 'blame the outside' world mentality.

I feel bad so I will blame someone else e.g. guru that sold me this product, and it doesn't work. The government, because they are responsible for taking care of me, a helpless child....

'GURU', if someone intentionally is using his skills to rip people off, is there to for a reason. So you can learn from him something. Maybe you need to pay $2,997 to learn he scammed you and there are scammers, and the tactics he used to do this.

So in the end, the lessons you can learn are infinite, for $2,997 - his tactics, his skills, and there are a lot of skills to learn. Even a 'guru', to be efficient, must forge his tools to be successful...
 

Surf16

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Most guru funnels follow the copywriting AIDA model - Attention Interest Desire Action - with an end goal of getting you to take action in the shortest time possible. Improving your BS meter starts with awareness, knowing what to look for. Some of those things:

1) When you read a Facebook ad and actually agree with it (that should be a red flag lol!)
2) When a Facebook ad or Master Class or free whatever specifically targets a problem(s) you have.

Those two things are signs to beware of. At this point it's time to slow down and step back. Google the webinar host to see what the world says.

• Ask "who is this guy/girl"?
• What is their experience?
• What results have they generated through the specific thing they teach?
• What are they actually teaching?
• What results have others generated by applying those skills?
• Do I get any weird gut feelings about this person?
• Do they speak in specifics or do they speak in mostly vague language?
• How long have they been teaching this thing?
• How long did they use this thing before teaching it?

That 3rd from last one is also the secret to becoming POTUS if you didn't know. ;)

One other thing to pay attention to is how they apply credibility markers. Is what makes them sound like a great person to follow based on useless credibility markers?

A HUGE part of guru cult marketing is built on useless credibility. For instance:

Who is John Smith?

I built a 6-figure coaching business using these exact techniques - USELESS BIG NUMBER
(the system works for coaches, but what about your industry?)


I have over 10,000 instagram followers - USELESS BIG NUMBER
(so what...do you have over 10,000 sales?)

I've taught these methods to over 500 people - USELESS BIG NUMBER

(great, but did those people find it helpful?)

I trained with Tony Robbins - USELESS NAME DROPPING
(great, but will Tony Robbins be part of this in some way?)


A USEFUL version of that last one would be:
I worked with Tony Robbins to create this program.

Here's the credibility I usually look for:

I have a doctorates degree in [psychology, journalism] something relevant.
I used this system (preferably recently) to sell X amount of the thing you sell or something relevant.
I still use this system to sell X and not just [coaching, courses etc.]
Here's people you can meet and talk to before moving forward.
Here's places where you can learn more about me for free and directly experience my value.

This a great post!

Unfortunately, I have heard and fell for some of the tactics you mentioned.

I have read Fastlane and almost finished with Unscripted.

Opened my eyes and my train of thought!
 

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LuckyPup

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Let's Talk Guru Funnels Stage 1 - The Ad
Common Guru Funnel Variations

V1.
Ad > Landing Page > Email Series > Webinar > Application > Call > Sale
V2. Ad > Landing Page > Webinar > Application > Call > Sale
V3. Ad > Landing Page > Webinar > Sales Page > Sale

There are versions that don't start with an ad, but you won't see those as often. The Tier 1 (marketing) Gurus, such as Russ Ruffino, teach their students to get to the sale as fast as possible. That starts with ads. More specifically, almost always Facebook ads.

The Facebook Ad sits in the Attention stage of the AIDA model.

It's placed directly in your line of site as you scroll. Sometimes it's short, like this Tony Robbins ad.


Or long like our Selena Soo ad from yesterday.

Gurus use whatever their guru says works. So you'll end up seeing a lot of variations since Tier 1 gurus trickle down their marketing results from the top. Whether the ad is short or long isn't important. What's important are the words you read as you're scrolling by.

If you're seeing guru ads on Facebook, it's because:

A) You fit the guru's target demographic for an ideal client
(you're a juicy antelope being stalked by Simba)

B) You visited a guru site, clicked a link, or liked a guru post etc.
(now you're a juicy antelope with a broken leg)

In either case you're being targeted and that puts you at a major disadvantage. It's the same thing that makes an assassin lethal. The victim isn't looking for a hitman. Meanwhile, there's a man on a building a mile away with sights on your head. He watches your behavior and gets to know you better than you know yourself. That way he can strike when you've dropped your guard.

When you fit a guru's ideal client profile, it's not hard for them to say what you want to read. All they have to do is find people just like you and get to know them well. They spend time getting to know their problems. They learn how those people describe the problem in their own words. Then they use those exact same words in all of their communications with you.

Let's revisit the Tony Robbins ad from above...


"Failing to plan means planning to fail" - This is an agreement statement. You won't disagree with this. Remember, you're being targeted. This is likely something you've said to yourself in your head. Maybe you even said it out loud or online to someone else. Since you agree, it probably grabs your attention which is enough to get you to continue the first line.

"Do you really have a business - or just a job you're calling a business" - Here is where the loop opens in your mind. This is another statement you say to yourself, especially if you're someone struggling in business. I see a similar question like this about freelancing all the time:

"Is freelancing really a business or is it just a job I'm calling a business?"

There's a good chance that's why Tony's ads target me. I'm a freelancer and I ask freelancer questions. So all Tony's ads have to do is say what I'm already thinking. Suddenly it's like he knows me and that hits home.

The thing is, I don't have an answer for the question. If I did, I wouldn't ask it. Since I don't have an answer, and since Tony posed the question, I automatically assume Tony might have the answer and therefore I keep reading.

That's why the very next sentence goes straight into a possible solution.

"Discover the essential strategies..." - This is a command that continues to hint at a solution, but doesn't close the loop. The loop can only be closed when you have the actual answer. Otherwise it remains open, plaguing your thoughts. But now you not only have the open loop of your own troubling question, but also the open loop of a possible solution that hasn't been revealed but easily could be...if only you sign up for that free webinar.

Isn't it crazy how all that psychology goes into a simple 5 line Facebook ad?

By the way, some ads use videos. Some don't. Tony's usually do. The videos are similar to the copywriting in what they say. They just say more of the key words and phrases you want to read. Then they hint at a solution inside. Make sense?

Now let's go deeper with a longer ad.


It's back to the Selena Soo ad. This ad looks more like a Tier 2 or 3 guru ad. The first line opens with something her target audience is already thinking about.

"When I first started my business" - This isn't about her business. It's targeting YOU by letting YOU know that this is a story about the starting phase of a business which happens to be where YOU are if you're seeing this ad.

"I was afraid of coming across as" - 1 loop opens here. It happens REALLY FAST. It opens at the cliffhanger "as" and you don't think twice about dropping to the next line to find out what she was afraid of coming across as. You just read it.

"arrogant" - The loop closes here, but another one opens because now you have to know why she felt that way. This word specifically targets how her audience feels. It could've been any other word.

- "An a**hole"
- "A fake"
- "A fraud"
- "Intrusive"


Whatever word fits the audience. Whatever word the target uses to describe themselves. Those exact words and phrases identify the target's limiting beliefs. These are stuck points that we want to solve but don't know how. When someone mentions them, they get our attention.

Okay...

That's pretty f*cking deep...

But now I'll show you something that will blow your mind...

The rest of Selena's ad is a story.

Harmless.

Right?

No.

This isn't just any story.

This story applies a therapeutic metaphor technique
to bypass any reservations you currently have.

You may not know this, but people understand things through other things. If I just say you're being targeted by gurus, that doesn't describe the severity of the situation. But if I call a guru an assassin and you the victim, or them a lion and you the antelope...that paints a clearer picture in your mind. You understand the comparison.

So here's how guru stories work.

POWERFUL THERAPEUTIC METAPHORS

A metaphor uses a story in which a character (in this case the guru) represents the situation you're currently in. They describe that situation very clearly. It seems the story isn't about you, it's about the character (but it's really about you).

Once the story begins, you read how the character has all of the exact problems you have. This causes you to identify with the character. Now the two of you are one as you continue this journey. This also triggers the psychological rule of "liking" because the character is like you.

But unlike you, the character's story ends differently, and this is where the magic happens. Up until this point, you had a bunch of open loops lingering in your mind. All the questions you don't have answers for. All the problems that have you stuck. The character has all those same problems, yet their outcome was different.

Why?

It was a simple realization they had...

"If I wanted a business that would REALLY help people, I HAD to put myself out there."

That's how therapeutic metaphors work. But what effect does it have on you? Remember, you've identified with the protagonist of the story. You have the same situation. Since everything was the same except that ONE REALIZATION, you assume the solution to your problem must therefore be the same.

In this case...

YOU MUST PUT YOURSELF OUT THERE if you want your business to succeed.

Not only does this suggest what you must do, it also PRIMES you for what's to come. Because now, if at any point in this funnel you have doubts, you'll remember the story. You'll remember how the character had to put herself out there before she got results. Then you'll apply that same thought process to your present situation.

Should I click this ad? = That would be putting myself out there, right? Yes.
Should I enroll in this webinar? = That would be putting myself out there, right? Yes.
Should I book a call? = That would be putting myself out there, right? Yes.
Should I take out a $5k loan? = That would be putting myself out there, right? Yes.

Should I go all-in with this $30,000 retreat = That would be putting myself out there, right? Yes.


There's a reason they're called therapeutic metaphors. It's because they're used by actual medical practitioners in therapy to create change. Unfortunately, these same techniques are also used by marketers and gurus. The marketers often know what they're doing (though it doesn't make them well intentioned). Tier 2 and Tier 3 gurus usually don't have a clue.

Anyway, all of this leads you to click their ad and that's step 1.

In the next post we'll cover some different guru landing pages and see how they draw you into their funnels at the next level. If you have any questions about the stuff we talked about today, post 'em down below.

:)

.

.

P.S.

Selena Soo's S3 program is pretty good. It taught me how to pitch media outlets like blogs, podcasts, magazines, and even local and national news outlets. But most who read her ad won't be able to tell the difference between her training and bullshit training based on theory instead of real-world results. That's why it's so important to Google the guru, and ask due diligence questions before moving forward in their funnels. Selena's ad could've been any of 1000 other gurus who would charge just as much for something worth a lot less.

By the way, when I said I'd tell you the answer about Selena's ad in the next post...and you read all the way down here today...you directly experienced how open loops work. Now the loop is closed, but it kind of makes you wonder...how many loops were opened before you reached this point? How many loops are opened every day that you don't pay any attention to until it's too late?

;)

Later
Wow, just... wow!
 

Jonathan Hoch

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It's my goal to sell you a course, @Lex DeVille ... I'll be watching, waiting, and when I find your weakness, BAM!!! ITS COURSE TIME!!!
 

TopDirective

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What a thread! I literally spent the last 2 days reading every single post... So much to learn, thank you very much for sharing your insights!

As a course creator I would fell for the Tier 4 category. But, I feel very strong about what I teach, ultimately it was 7 years in the field that gave me the confidence to run my first course (sold at about $59-97).

Now, preparing my second course, I almost feel ashamed for falling for these "techniques" myself and thinking they are "mandatory" to success.

@Lex DeVille Are you planning to post more practical stuff about how to create landing pages, structure them, or even how to create short pre-roll ads on YouTube / FB etc.? That would be massively appreciated!
 

Ismails

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Let's Talk Guru Funnels Stage 1 - The Ad
Common Guru Funnel Variations

V1.
Ad > Landing Page > Email Series > Webinar > Application > Call > Sale
V2. Ad > Landing Page > Webinar > Application > Call > Sale
V3. Ad > Landing Page > Webinar > Sales Page > Sale

There are versions that don't start with an ad, but you won't see those as often. The Tier 1 (marketing) Gurus, such as Russ Ruffino, teach their students to get to the sale as fast as possible. That starts with ads. More specifically, almost always Facebook ads.

The Facebook Ad sits in the Attention stage of the AIDA model.

It's placed directly in your line of site as you scroll. Sometimes it's short, like this Tony Robbins ad.


Or long like our Selena Soo ad from yesterday.

Gurus use whatever their guru says works. So you'll end up seeing a lot of variations since Tier 1 gurus trickle down their marketing results from the top. Whether the ad is short or long isn't important. What's important are the words you read as you're scrolling by.

If you're seeing guru ads on Facebook, it's because:

A) You fit the guru's target demographic for an ideal client
(you're a juicy antelope being stalked by Simba)

B) You visited a guru site, clicked a link, or liked a guru post etc.
(now you're a juicy antelope with a broken leg)

In either case you're being targeted and that puts you at a major disadvantage. It's the same thing that makes an assassin lethal. The victim isn't looking for a hitman. Meanwhile, there's a man on a building a mile away with sights on your head. He watches your behavior and gets to know you better than you know yourself. That way he can strike when you've dropped your guard.

When you fit a guru's ideal client profile, it's not hard for them to say what you want to read. All they have to do is find people just like you and get to know them well. They spend time getting to know their problems. They learn how those people describe the problem in their own words. Then they use those exact same words in all of their communications with you.

Let's revisit the Tony Robbins ad from above...


"Failing to plan means planning to fail" - This is an agreement statement. You won't disagree with this. Remember, you're being targeted. This is likely something you've said to yourself in your head. Maybe you even said it out loud or online to someone else. Since you agree, it probably grabs your attention which is enough to get you to continue the first line.

"Do you really have a business - or just a job you're calling a business" - Here is where the loop opens in your mind. This is another statement you say to yourself, especially if you're someone struggling in business. I see a similar question like this about freelancing all the time:

"Is freelancing really a business or is it just a job I'm calling a business?"

There's a good chance that's why Tony's ads target me. I'm a freelancer and I ask freelancer questions. So all Tony's ads have to do is say what I'm already thinking. Suddenly it's like he knows me and that hits home.

The thing is, I don't have an answer for the question. If I did, I wouldn't ask it. Since I don't have an answer, and since Tony posed the question, I automatically assume Tony might have the answer and therefore I keep reading.

That's why the very next sentence goes straight into a possible solution.

"Discover the essential strategies..." - This is a command that continues to hint at a solution, but doesn't close the loop. The loop can only be closed when you have the actual answer. Otherwise it remains open, plaguing your thoughts. But now you not only have the open loop of your own troubling question, but also the open loop of a possible solution that hasn't been revealed but easily could be...if only you sign up for that free webinar.

Isn't it crazy how all that psychology goes into a simple 5 line Facebook ad?

By the way, some ads use videos. Some don't. Tony's usually do. The videos are similar to the copywriting in what they say. They just say more of the key words and phrases you want to read. Then they hint at a solution inside. Make sense?

Now let's go deeper with a longer ad.


It's back to the Selena Soo ad. This ad looks more like a Tier 2 or 3 guru ad. The first line opens with something her target audience is already thinking about.

"When I first started my business" - This isn't about her business. It's targeting YOU by letting YOU know that this is a story about the starting phase of a business which happens to be where YOU are if you're seeing this ad.

"I was afraid of coming across as" - 1 loop opens here. It happens REALLY FAST. It opens at the cliffhanger "as" and you don't think twice about dropping to the next line to find out what she was afraid of coming across as. You just read it.

"arrogant" - The loop closes here, but another one opens because now you have to know why she felt that way. This word specifically targets how her audience feels. It could've been any other word.

- "An a**hole"
- "A fake"
- "A fraud"
- "Intrusive"


Whatever word fits the audience. Whatever word the target uses to describe themselves. Those exact words and phrases identify the target's limiting beliefs. These are stuck points that we want to solve but don't know how. When someone mentions them, they get our attention.

Okay...

That's pretty F*cking deep...

But now I'll show you something that will blow your mind...

The rest of Selena's ad is a story.

Harmless.

Right?

No.

This isn't just any story.

This story applies a therapeutic metaphor technique to bypass any reservations you currently have.

You may not know this, but people understand things through other things. If I just say you're being targeted by gurus, that doesn't describe the severity of the situation. But if I call a guru an assassin and you the victim, or them a lion and you the antelope...that paints a clearer picture in your mind. You understand the comparison.

So here's how guru stories work.

POWERFUL THERAPEUTIC METAPHORS

A metaphor uses a story in which a character (in this case the guru) represents the situation you're currently in. They describe that situation very clearly. It seems the story isn't about you, it's about the character (but it's really about you).

Once the story begins, you read how the character has all of the exact problems you have. This causes you to identify with the character. Now the two of you are one as you continue this journey. This also triggers the psychological rule of "liking" because the character is like you.

But unlike you, the character's story ends differently, and this is where the magic happens. Up until this point, you had a bunch of open loops lingering in your mind. All the questions you don't have answers for. All the problems that have you stuck. The character has all those same problems, yet their outcome was different.

Why?

It was a simple realization they had...

"If I wanted a business that would REALLY help people, I HAD to put myself out there."

That's how therapeutic metaphors work. But what effect does it have on you? Remember, you've identified with the protagonist of the story. You have the same situation. Since everything was the same except that ONE REALIZATION, you assume the solution to your problem must therefore be the same.

In this case...

YOU MUST PUT YOURSELF OUT THERE if you want your business to succeed.

Not only does this suggest what you must do, it also PRIMES you for what's to come. Because now, if at any point in this funnel you have doubts, you'll remember the story. You'll remember how the character had to put herself out there before she got results. Then you'll apply that same thought process to your present situation.

Should I click this ad? = That would be putting myself out there, right? Yes.
Should I enroll in this webinar? = That would be putting myself out there, right? Yes.
Should I book a call? = That would be putting myself out there, right? Yes.
Should I take out a $5k loan? = That would be putting myself out there, right? Yes.

Should I go all-in with this $30,000 retreat = That would be putting myself out there, right? Yes.


There's a reason they're called therapeutic metaphors. It's because they're used by actual medical practitioners in therapy to create change. Unfortunately, these same techniques are also used by marketers and gurus. The marketers often know what they're doing (though it doesn't make them well intentioned). Tier 2 and Tier 3 gurus usually don't have a clue.

Anyway, all of this leads you to click their ad and that's step 1.

In the next post we'll cover some different guru landing pages and see how they draw you into their funnels at the next level. If you have any questions about the stuff we talked about today, post 'em down below.

:)

.

.

P.S.

Selena Soo's S3 program is pretty good.
It taught me how to pitch media outlets like blogs, podcasts, magazines, and even local and national news outlets. But most who read her ad won't be able to tell the difference between her training and bullshit training based on theory instead of real-world results. That's why it's so important to Google the guru, and ask due diligence questions before moving forward in their funnels. Selena's ad could've been any of 1000 other gurus who would charge just as much for something worth a lot less.

By the way, when I said I'd tell you the answer about Selena's ad in the next post...and you read all the way down here today...you directly experienced how open loops work. Now the loop is closed, but it kind of makes you wonder...how many loops were opened before you reached this point? How many loops are opened every day that you don't pay any attention to until it's too late?

;)

Later
This is pure GOLD! Thanks Lex for the Ad Breakdown with Psychology.
I appreciate you!
 

guy93777

Bronze Contributor
I've Read UNSCRIPTED
Speedway Pass
Jun 5, 2019
143
157
129
gurus are just boring beginners at the game of conning people. only a small percentage of the population will be conned.

if you want to study the real game (it is worth billions of dollars), you should study the psychology of crowd control at the next level.


at least, 90 % of the population will be conned . ( us included )


25225



quick pyramid as usual :

25226
 

guy93777

Bronze Contributor
I've Read UNSCRIPTED
Speedway Pass
Jun 5, 2019
143
157
129
the guru level can bee seen as the first level of military strategy

this is " for dummies " level . it is employed for marketing , business ..

it is considered a joke by the masterminds. child play


for example :



25231


another stuff at this level :

25232




advanced level :

it is employed for conning nations,

superior military strategy level . 99 % of the population don't have a clue what's going on



25233
 

ChrisV

Platinum Contributor
Read Millionaire Fastlane
I've Read UNSCRIPTED
Speedway Pass
May 10, 2015
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3,346
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Islands of Calleja

Datingafter35

New Contributor
Feb 2, 2016
54
15
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You're browsing Facebook when you see a post with a title like this:

The Biggest Mistake That Held Me Back From Hitting My First $1,000,000...
When I first started my business..........

View attachment 20263


It looks like a blog post. But you see a "read more" icon. So you click it and down pops a story.


No harm in reading a story, you think. So you read the first line. But...

...you don't know this harmless sentence ends in a way that opens a loop in the mind that compels you to read more. Before you know it, you've read the third, fourth, and even twenty fifth lines.

By now you know you're reading an ad or maybe not. You may even wonder why you're still reading. But how could you not finish? That's like leaving a murder mystery before the killer is revealed.

When you start a story, you want to finish it.
(unless it sucks like new Star Wars)

When there's a question in your mind, you want to answer it.
(to close the loop)

So you keep reading...

Because the story is good. And it's good because it's about you.

Technically it's the author's story, but strangely, it parallels your own. The struggles, challenges, and failures...it's like you guys live the same lives.

The only part that deviates is where they made 7 figures and you have not.
(yet)

But if you're willing to sit through a Free Master Class, they'll reveal the 5 shifts that changed everything for them and when you get it, your life will change too.

This is how it begins...

Soon you've spent an hour alone watching a guru webinar designed to open your eyes to the error of your ways and show you how simple making millions can be.
(the real purpose is to make you feel good and give you hope)

If only you make those shifts
...you'll be rich...and if you want help, the guru (or their team) has set aside time to speak with you to see if you're a fit to work with them to change your life.

But you'd better do it fast because spaces are limited.

So you click a link, fill out an application, and book a call.

Fast forward 3 months and you've spent $10,000 on credit for 8 weeks of training designed to teach you how to do all the things we just talked about. Doesn't matter what you teach in your "business" as long as you follow their "process."
(Also you get access to a Facebook group usually.)

THIS IS HOW GURU CULTS OPERATE...

It's not all that different from a NOT guru cult, which makes it hard to tell the difference. The key difference is one teaches a marketing system as a successful business (but calls it something else). The other teaches processes that open the doors to building a successful business.

Sometimes the funnels they use operate almost exactly the same. The problem with guru cults is they tell you that you can do what you love and be successful while secretly selling you the very system they used to get you to buy from them (rather than selling you their personal processes about how to do what they love and how that made them millions...because it didn't).

It's kind of like an MLM...Juice Plus, Amway, Mary Kay...except people actually do make a lot of money sometimes. As long as you sell the same system you bought to some other poor sap, you'll make back your investment and then some pretty fast (after all it only takes 2 schmoozers at $5,000 each to pay off that $10,000 loan).

At the top levels this works well. The marketing gurus at the top have a lot of money to spend figuring out how to get people to spend money. It works well at the second level too, because the people buying from the top gurus have plenty of money to spend. They get their water from the well. It's when you get to the 3rd level and beyond that things start to go to shit.

At the 3rd level you've got marketing training mixed with "business" and "branding" and "spiritual awakenings." Now things start to get muddy. These people still sell the dream, but they don't have as much money to spend on training, or marketing, so they turn to their personal network and start there.

At first they make a few sales from friends or family (this is what the top-tier gurus suggest they do to gain traction fast). But soon they run out of people to sell to and they stop making money.

So they turn back to the marketing systems. They try Facebook ads but don't have much to spend, so it doesn't work very well. They try promoting themselves all over Facebook and social media but that doesn't work well either. Also, by this time it's been so long since they first started this path, that they forgot half the shit they learned in their training...

The only logical solution therefore is to return to their guru because they've "tried everything" but something still holds them back (you'll find that line in their customer emails). Lucky for them, the guru is hosting a 2 day seminar in the Himalayas and it's just $30,000 to attend................


Anyone notice a pattern?

Anyway...

There are plenty of legit coaches, courses and trainings out there. There's also a F*ck ton of bullshit gurus and wannabes selling crackpot systems they don't understand to people they can't help.

In the posts that follow (and when I have time) I'm going to break down each part of the guru funnels, and the tactics and techniques they use to indoctrinate you into their cults and keep you there while practically stealing your cash.

Hopefully this thread will save some of you a lot of wasted time and cash, and help you make good judgments and buying decisions anytime you consider a training moving forward.

WHERE DID I GET THESE SECRET INSIGHTS?

I've worked directly with gurus at all levels. Built their funnels. Wrote their copy. Trained their students, and even launched courses and coaching programs of my own using some of their methods.

Also, I've bought courses from gurus, and through a rigorous process of due diligence have managed to only purchase useful shit up to this point. So hopefully some of those insights will help you.

Anyway, if you have any questions about gurus, or about a program you're considering taking, feel free to post them here. It's been a while since I spent time giving value to this forum, and this seems like a fair way to give back.

Even if you don't have questions right now, maybe you'll learn something from the posts that follow.

In the next post we'll look at some guru ads and break down different psychological tactics of influence and persuasion used to pull you in and suck you dry.

If that interests you, stay tuned...

P.S.

Look again at the ad above. Is it a BS guru, or does she sell a legit training program that might be useful for you? Consider it carefully. I'll tell you the answer in the next post.

@Andy Black @MJ DeMarco

Could you move this to the outside. Sorry about that. Thought I double checked and had it in the right forum.
Because it works. But what would be the right way? Frank Kerns approach?
 

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