Editor’s note: I was off on another project since I last posted an email from my friend, mentor and business partner, Jeff Lerner, but I’m glad I waited. This email showed up in my in-box a few days ago and if you’re new to internet marketing or have been around the block a few times this might strike a chord with you. It did with me. Give it a look and if you’re interested in learning more about Lifestyle Design International, just click the link near the end of this post. It’s a little longer than most of his emails but there is some good thoughtful information for your consideration. Good luck and best wishes for a successful effort in finding your freedom!
Hey Jeff Lerner here,
Let’s talk about human nature for a second…
The Internet is the ultimate laboratory for learning about human nature.
They say character is how you act when nobody is looking… well the Internet is how some people do business when no one is looking.
Internet business has an aspect of anonymity.
For the most part nobody watches you shop online, nobody sees what you buy or browse… if you’ll permit me a crude example – people who would be embarrassed to stop at the Victoria’s Secret window display in the mall will stare for hours at things online that make that window display look tame in comparison…
And those of us in online business education (either pursuing it or providing it), we wrestle the same demons in the shadow the Internet provides.
If someone stood on a street corner saying “do this dance and say ‘Candyman’ 3 times and money will show up in your mailbox” we would call the police or at least a doctor.
But when someone online says “my easy system throws off cash like a money volcano to anyone with a pulse who can click a mouse” that offer will get more clicks than anything this side of a Kardashian…
Look at these…..
“Done for you system deposits $5500 into your bank account”, “$5 invested in bitcoin would have bought you a mansion” (so what unless you have a time machine…), “It’s easy to make $500 (or more) per day”…
You’ve probably seen a million of these types of ads.
These are just 3 I found in about 60 seconds of web searching…
There is literally an entire industry devoted to getting people to click things, read things, and do things in the privacy of their own home that in a million years they would never do out in the open (and I’m just talking about the stuff related to making money…)
There are courses and books on how to write the copy that gets peoples’ attention.
Use words like “Easy”, “System”, “Turnkey”, “Minutes A Day”, “Done For You”, etc.
Avoid words that sound like any work is involved or resources required… Don’t talk about “learning”, “education”, or “new skills” and DEFINITELY avoid the word “investment” (unless you put the word “tiny” in front of it).
I’ve been to seminars that spend days talking about this stuff… how to make hard things sound easy, time consuming things sound fast, and expensive things sound cheap.
It’s an entire branch of the economy that can only exist on the Internet, in the backpages of magazines, and occasionally on a late night infomercial that slips by the FCC…
And I am proudly embarrassed to admit I’m an expert in the field.
“Proudly embarrassed”… say what, Jeff?
I’m embarrassed because I have not only seen the underbelly of the industry I’ve been in its bowels. It started innocently enough… wanting to make money on the Internet just like hundreds of millions of other people do.
But I’m proud because the more successful I got and the more I understood how the beast operates the less I wanted to do with it and the more I sought a different path.
About 5 years ago I left behind the opportunities I was a part of entirely and struck out to start a new business that would allow me to continue to make great money using the skills I had acquired in a way that passed my 4 question test for a legitimate opportunity…
Here is my 4 question test:
- Does what I’m doing involve transferable skills?
Meaning if you’re in a program that purports to make you money by following some steps are those steps an actual skill or set of skills that you could apply to a completely different product, service, or business model and expect comparable results?
If what you’re doing to make money only works in the system that you’re doing it… it’s not a business it’s a scheme and even if you are making money your actual value in the market isn’t changing (or it’s probably gong down because your brand is now associated with the scheme).
- Once the emotion of the initial purchase wears off can you explain what you bought?
Very often programs that don’t have a strong underlying business model or training pathway rely on emotion, hype, urgency, and pressure to get you to buy. The telltale sign of one of these programs is that the next day after buying you struggle to explain what you just bought…
As an example, my company Lifestyle Design International sell something we call the “FREEDOM Bundle”… it’s a VIP ticket to a 3 day training event, plus 3 courses on affiliate marketing, e-commerce, and digital consulting.
That’s something you can explain a day, a week, and a month after you bought it.
If your explanation sounds something like “I bought the rights to access a system that allows me to place links that drive people to opportunities to sell rights to a system that allows them to place links to drive people to opportunities…” then you definitely made a mistake.
And sadly there are a lot more programs online like the latter than like ours 🙁
- Does whatever you’re involved in have a clear business plan?
Let’s talk about a business plan. That word gets thrown around a lot by people who read a a few articles on entrepreneur.com.
Don’t get me wrong… there’s nothing wrong with being a “want-repreneur” who is still getting familiar with the jargon of business but when you’re getting involved in a business or training about business it needs to be with people who are way past the want-repreneur stage themselves!
When I say business plan I mean something that has an identified market, a unique selling proposition for attacking that market, a competitive analysis of who else is in that market, an organizational structure for how to execute the selling proposition, a budget, a sales strategy, and some projections based around various scenarios…
In blunt terms I basically mean if you went into a bank to try to borrow money for whatever you’re doing and got denied for the loan would they snicker about you after you left?
Some people get denied for a loan and the bankers say “that was a good plan but they were [undercapitalized / had bad credit / lacked experience / etc] (or something else that is a non-emotional business fact). Other people get denied for a loan and the bankers say “that person was [up in the night / in over their head / getting taken to the cleaners / a sad case / etc].
Be honest with yourself… which one would you be? (of course getting approved for the loan is a positive third option lol)
- Does the investment required in a particular business include the ability to promote that business?
This is commonly known as “pay to play” and exists largely inside systems whose mission is to recruit people under the guise of training or an opportunity and then teach them nothing more than how to recruit others to the same opportunity.
Very often the sales pitch for these programs’ products is tied to how much money you can earn… inside these programs you’ll hear gibberish like “If you buy our ‘Extravaganza Package’ it unlocks the ‘commission explosion’ piece of our compensation plan and you qualify for an extra trip to the moon every time someone buys their own Extravaganza Package!”
Just ask yourself if you’d feel comfortable selling the Extravaganza Package to a friend or family member… suddenly things seem really clear.
(I’ve had numerous friends attend the LDI FREEDOM Experience, some I brought as guests but a few who paid their own way… and I sleep great at night).
Anyway… I think you get my point.
My point here isn’t to turn over all the tables in the temple (although being an online “good guy” does sometimes start to feel like a crusade), my point is to say that in the quiet moments of fear or dreaming or whatever it is that happens when you’re alone on the Internet looking for a better life you don’t suspend all your better judgement just because you’re hoping something is real.
Any online program that doesn’t pass those 4 test questions above is no more real than a girl (or guy) from overseas telling you they love you and they need some money.
Obviously the subtext of this email is that my company LDI offers real education for people who want to do some real work to have extraordinary possibilities in their own life, but I don’t need to belabor that point and turn this into a big sales email.
If all you get from this email is a checklist for what not to do I am fine with that.
I’ve sent you plenty of other emails inviting you to work with me…
Best wishes on your Internet journey, to learn more about Lifestyle Design International click here.
8 figure earner