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Technique - Presenting the Guru

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JimK

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Jun 24, 2019
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I'm asking the group what this advertising/presenting is actually called. I see this pattern ina few places

The setup is that there's a presenter who is pretty awesome (super hot, famous, wealthy, etc), but the actual source of knowledge or magic comes from someone else (I call the guru). But the guru cannot be in direct contact with the audience and must go through the presenter. There's also the first follower who has also had great success and builds confidence in the thing being sold.

What is this technique called?

Examples
1. Kiyosaki the presenter, rich dad the guru, his wife the first follower (or other people who wrote books in the rich dad series)
2. A cosmetics infomercial with some supermodel declaring the anti-aging effects. the Dr who discovered it in some jungle was put on a video call. Some people in the audience with great results were interviewed

I want to read more about why this works psychologically.
 

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MJ DeMarco

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Here's a mega thread that exposes all kinds of guru psychological tactics, maybe your answer is in there.

 

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