Question: I was thinking of getting the "brand name course" from "brand name guru." Do you think it’s a good course?
Answer: I get this question in one form or another, almost every single day. I’ll tell you a little secret.
I was listening to a podcast the other day. It was an interview with a ghostwriter. She has written dozens of PDFs and How To Guides for several "big name" marketers. It sounded like a who’s who of the online marketing world.
What’s scary, is that she admitted "not fully understanding" what she was writing about. The marketers – who didn’t know any better – slapped their names on the finished work and sold it to the masses. No wonder there’s so much confusion out there!
So the next time you’re tempted to buy something, realize that the guru "who wrote it" may not have had any part in the project, other than to glue their label on it. It’s a very common practice, and it’s possible that the person who wrote the ebook has only 5-10% more knowledge than you do.
The first thing I suggest you do, is to ask yourself a couple of questions. Do you trust the person that’s trying to sell you the course? Do they have a solid reputation? Do they use the product themselves. Are they a member of the private site? If the answer to all the above is yes, then it may be a good course.
But first email the proprietor and see if you get an answer back. Ask them point blank if they wrote the material, or if it was done by a ghostwriter. If they hem or haw, hide from you, or don’t give you an honest answer straight away, don’t buy it.
And finally, the most important question. Can you apply this course immediately to your existing business model? If not, resist the temptation to buy it. It’s just new and shiny and full of promises for a glimmering moment. Just shake it off and maintain your focus.
Every time you switch business models you lose momentum. If you stop applying power to your goal and keep trying for "quick hits" you’ll never build a successful, sustainable business model.
So look deep in your heart and ask yourself, can this new thing add to your existing momentum – not start it – but propel you further on your chosen path. If yes, then invest in the course, private site, software, to add more thrust, so you can escape the gravity of mediocrity and achieve the stratosphere of excellence where only the best can survive.