why everyone wants to be a GURU !!

guru-rockstarput quite simply, there are gurus who know their shit and gurus who don’t.

and people out there have the choice to get their “make money online” fix from either the guy who knows his shit or the one who doesn’t.

It really doesn’t matter.

I mean, you get to also choose between the chick who’s a drabby bore or the real salesy extreme language chick.

you can hear from the video gal who hangs with rock stars…or to the Facebook guy who gets all mystical about it.

you can go to the guy who is making a fool of himself all over the net or the guy who maintains a cool composure.

you see, the guru game is no more than a

“Money Maker’s” Hollywood…

A field of actors, playing roles in performances they put on for you.

The rest of the people are either in the audience or trying to get in.

But what’s important, and what makes the market, is that EVERYONE aspires for rich and fame — and EVERYONE gets a shot to experience it in their own way.

Some types of people just like to watch a movie to enjoy it. or they like having the occasional song going while they go about their regular day.

The same people, in might tune into the “make money online channel” once in a while. They like reading an installment in the life of their favourite guru…in the form of an email or a video.

Another set of people want a more “real” experience with fame.

They’re the kind of people who are susceptible to becoming groupies, following the gurus about hoping to get picked for recognition…and sometimes they “score” by being some guru’s testimonial or ego boost.

Then we got another group…and these are the guys who get the game. So they strategically put themselves in the company of the right people, go to all the right auditions, and they figure out how to draw their own crowd of customers….until till they get “found”.

It’s not about talent or skill…

It’s irrelevant how COMPETENT a guru is…because you can think of their role, almost like an actor.

As long as they play a convincing role in a production (like a launch or a product)…which inspires or draws crowds.

It’s about a “performance”.

some actors play roles in comedy, some in drama. some artsy, some just lame.

that’s why most of the gurus play roles like the rock star lifestyle, for example…

the cars, the home, the tour around their office, the footage from their last “live appearance”…all that stuff is a necessary part of creating a perception. And this image, rockstar, in particular, it’s the sheer fantasy that draws the crowds.

It’s almost like watching Tom Cruise perform in Mission Impossible or Interview With the Vampire and then falling in love with the actor, who is neither a spy-hero nor a centuries old kinda “seductive” vampire. right?

that’s just a role he pulls off…even though we assume everyone knows that it’s just entertainment.

in the same way, there’s gurus who play the real “serious” business guy role. they use big words and businessy language, they talk about the news and intellectual stuff…and there’s a crowd for that too.

Actually, some of the same guys who love the “fantasy” performance done by Guru 1 may also just as well enjoy the “serious” performance played by Guru 2.

See what i mean?

so if you want to be part of the guru world, you’re going to need to work on your image as if you were authoring a reality show about your life. it doesn’t matter what ACTUAL business results you have. Talking about money is just ONE kind of performance and most people, honestly, can’t pull it off!

do your own thing. perform.


Take her money after dinner

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I know.

That sounds funny to me too. But it’s the truth and i’m going to show you why in as few words as possible.

Let’s go back a few years.

No. Further back. I’m talking about pre-historic, before-the-internet, days.

Introducing: Direct Mail Guy

Before Google and YouTube and Facebook. Small companies wanting to get their crap sold had to use direct mail agencies whose asset was that they collected and classified “targeted lists” of mailing addresses.

Stats like household income, socio-economic class, education, and gender were known about each member on their lists. And Direct Mail Guy got very good at matching up these stats with various selling offers.

That’s why “compelling” ad copy was so important.

Certain groupings of people would suffer similar problems and one would guess at their pains and try to sell them something. Enough people would bite that Direct Mail Guy made money. It took some guessing, but it worked.

Anyway, so apparently, from what i hear (i didn’t grow up in that era), the guys who were real good at it became “gurus” and sold courses by direct mail about how to target and write compelling ad copy. Cool?

Along came the internet.

Direct Mail Guys all around the world quickly got on board.

They figured out a way to cut costs by collecting emails instead of mailing addresses. And no longer needed direct mail agencies since they could just start making and categorising their own mailing lists pretty easy.

And that’s what they did.

Once more, people made a bunch of money. Same idea, they just looked for a pain in common between groups of people and tried to sell to them. Eventually, ex-Direct Mail Guy got good at that and started telling his secrets to everyone on the internet who’d pay for it.

Then Pay-Per-Click was invented.

And it made every online marketer a complete dinosaur.

Everything changed.

Look, it seems that companies like Yahoo, Google, and Facebook made intelligent computer clones of all the things a direct mail marketer used to have to do to sell stuff. But they did it better. Way way better.

Turns out, in most cases, almost anyone can sell anything if they offer it to the right person.

So instead of classifying their users by demographic…these guys decided to just show a set of





I know that might be hard to grasp. So lemme break it down:

instead of lumping people into groups, and then offering them all as a group ONE sales message…and hope some go for it (guessing)…


These advertising engines created a way– to follow a billion people around at all times of their day, one by one. And as each individual performs his various activities, the engine would show the individual EXACTLY the ads that the individual would be interested in.

Translation: NO GUESSING!

Think about it.

If you can reach the right people at the right time in their life or day that they would be keen on your stuff….what in the world do we need “online marketers” for?

Off with all our heads!

What we need is more people who have something valuable to exchange for money. That’s what we need. Being an online marketer unfortunately no longer has a value on its own.

The engines like Google and Facebook have expensive research facilities that spend all day analyzing ugly raw data and writing computer programs to personalise advertising at a much larger, faster, more accurate scale than was ever possible before.

It shits on the direct mail dinosaurs. And it shits on every online marketer including me.

So let’s take a look at how this all works and what it all means to people who sell things online:

When Artificial Intelligence systems are designed, they’re made very complex. Usually each major task is divided up into what’s known as a “Module”.

Yahoo, Google, YouTube, and Facebook are no different. And btw, guys if you do SEO, don’t think this doesn’t apply to you. because it’s probably even more important than it is for PPC.

So there is a module, let’s call it…


A Personaliser has access to a lot of data about any individual who uses the platform. things like:

  • – what activity are they doing right now?
  • – what kind of sites do they spend most of their time looking at?
  • – who are the people they associate with?
  • – what interests do they have?
  • – what interests do they share with their friends?
  • – how much “buying” do they do from the internet?
  • – how old are their kids?
  • – how many people in their household?
  • – what emails do they tend to open up?

and a lot of much crazier stuff that wouldn’t even make sense if you see it in this list.

If you’re wondering how they know all that–well let’s just put it this way.

data is a very powerful thing.

From the very first moment you got on an internet connection, from the very first search you ran, the first email you checked, and the first chat with your sis or your bud…

you’ve been feeding the “personalisers” of Gmail, Facebook, YouTube, and every other platform you’re on.

You’d be amazed at how numbers and data can be used to figure out personality information, activity information….all implicated from how you use a platform throughout the day.

None of this is a secret. Google gives you the option to “login” and see personalised search results, for example. Think of Adsense ads and Facebook asking you all day long to share and to like what your friend liked…

they’re using that all to classifying you 🙂

It’s no secret. The personaliser knows the answers to MANY questions and more–

About every one of us.

So lately i’ve been giving the gurus a lot of crap for how they’ve been teaching PPC. Because they’ve either been trained by direct mail guys or they ARE ex-direct mail guys.

those professions are now obsolete.

Replaced by the “personaliser”.

So there’s no more need for you to go and over-“tweak” your advertising. Unless you’re a local brick and mortar business with overhead and capital investment–in which case you probably also have a limited customer pool…say the neighbouring 3 or 4 suburbs?

Those poor fellas are going to have to work hard to squeeze more money out of less customers to cover their high overheads.

But virtual businesses, online businesses, like affiliate programs, info marketing businesses, and network marketing…haha

Dude. Online businesses have a natural advantage. they are light-weight and can be “moved”, opened and closed with the push of a BUTTON. a new idea for a product could be out in a single hour.

And most importantly, online businesses should be able to sell their stuff to ANYONE. ANYWHERE. in the world.

Actually…there’s one more thing that’s even cooler about Online Businesses…

Most online businesses are evergreen! Like “make money” and “weight loss” are bought forever by the same people.

You should not be narrowing your targeting to SAVE money.

You’ll actually waste money this way!

Even a dumb promotion can sell SOMETHING if enough people see it.

By all means, a strong offer is always better. But in general, you should be making an effort to WIDEN not narrow your net. Especially that everyone on EARTH is a potential customer of an evergreen online business.

The more people you let see your ad, and your sales presentation, the faster you get sales.

Ohhhhh….but hang on.

What about ROI? Surely you’ll spend yourself BROKE if you’re paying for those ads. Right?


 The Personaliser’s job is to keep showing your ad where it gets response. And it’s made to NOT show it when it won’t get response.

(Btw, if you do PPC or SEO and Google doesn’t let you get impressions, it’s cause your ads and websites are too cubby-holed. …more on that in a bit)

Ok, it’s true a lot of people aren’t going to want to buy right away, even if the message was shown to them at the right time.

But that’s why we collect the people in our own lists. And keep trying to sell them more of our related stuff!

If it’s an evergreen need, like “making money” then people don’t just stop buying because they bought once from you or someone else. They keep buying this stuff. no matter what.


think of “make money” opportunities, products, and services. When do people EVER stop buying those? If they don’t make money, they buy harder. And if they make money, they buy harder.

Don’t believe me?

When i started making lots of money online, i started buying more expensive stuff to make MORE money!

I don’t buy $97 ebooks…i buy $10,000 seminars, i learn to manage employees, i spend money on outsourcing, buy accounting services, pay for legal things, crap like that. My point is, evergreen businesses should be sold to the WORLD not to a cubby hole of people searching for one little long-tail query or whatever.

It’s dumb!

Look, you can split-test and optimise and keep trying to shave a cent or two at a time in cost. But chances are, whatever changes you make have little effect because over-optimising means confining yourself to “little traffic”.

I am by no means suggesting you go out and blow thousands of bucks on ads until you get a sale and then hope for the best. No. Do as best a job as you can.  just don’t over-tweak because that equals LESS traffic. And quite frankly, i have yet to see these tweaks give a huge jump in ROI.

I lost around 2 years of my life stunting my own growth because i refused to send traffic unless i optimised every little bit of it. And i’m not so great at making stuff sell either so it would take me about 2 months to test a landing-page headline to half a buck of saving. It’s not like i was spending millions on ads and it would add up to any worthwhile profit jump.

i’d stay in the negative for months if i did that!

Consider this…

How many more optins or sales do you think you can squeeze out of 10 or 20 leads a day?

One? Two?

But what if you put up a funnel that’s SUPPOSED to work. Then you spent the rest of your time shoveling all the different kinds of traffic you’ve been doing anyway…right into that funnel…paid, free, social traffic. Any traffic you can comfortably, consistently, and quickly send….

you do this till you get your first sale. if the funnel is broken, patch it up, but don’t lose sleep over it.

Total whatever it cost you to generate that first sale in money and time and sell something that gives you as much money as it cost you. Sell it to the same people. And repeat this as many times as you want.

How to Measure What Your Time Cost:

Here’s a really easy way to translate your personal time into a DOLLAR-VALUE expense (or cost):

Multiply the total hours you spend to get your first sale by minimum wage. For example, if you spent 2 hours a day, for 3 weeks, and minimum wage where you live is $5, then here’s how much “money” you spent:

2 hrs x 21 days x $5 = $210

i say minimum wage, because most of what you probably end up doing to get that traffic can be outsourced later to someone else who will probably do it for even less than that.

But in reality, that $210 worth of time you just spent…when you have the money for it later, you could probably afford to just throw it away on “extra” ad spend for sloppier marketing that takes you maybe 1 day instead of 3 weeks to do.

How to make your money back IMMEDIATELY:

Meanwhile, here’s how to make your money back on the next sale. All you do is go out and find an affiliate product which pays out exactly what that sale cost you. spend an hour writing a review and throw it into your email sequence. You’re done. That should be your business.

Not the tweaking, not the traffic.

Go get the next sale! You should see an immediate increase in ROI. Repeat. Until you’re making whatever you want from your business.

This is a better way.

Letting Google or Facebook or YouTube take care of optimising for you makes use of their way more effective PERSONALISER modules—and you widen your reach to get your message out to all kinds of people from around the world.

The beauty of this, is that it WONT necessarily cost you more than “cubby holing”.

Because, uhh…

do you realise what it means when your advertising medium goes out and personalises your audience to your ad for you?

Finally, the Story About Sarah 🙂

It means that, a social platform like Facebook may decide to show your ad to a lady called “Sarah” between the hours of 7 and 8 after dinner, because it seems that 36 year old Sarah who has a dog and loves Oprah…spends all day talking with people who are unhappy about their weight.  And while she doesn’t necessarily have a weight problem, at that hour after dinner, she just feels “fat”!

She doesn’t need to be talking about it…

It’s just that the “ad personaliser” has noticed that your weight-loss advertisement appeals to others who also like Oprah and have a pet…immediately after THEIR dinner time.

It doesn’t MATTER what YOU think is relevant to your ad.

Your ad just happens to “work” with people like Sarah—AT THAT AFTER-DINNER HOUR!

That’s when you have an advantage over your competition in “relevance”. Because it’s possible that the personaliser figured out already that  Sarah’s attention at that time of day cannot be had by them. So the system shows your ad and gets you dirt-cheap clicks (that’s exactly how i can average sometimes 6 cents on some of the most competitive terms in an evergreen industry!).

Now also keep in mind…

The personaliser might not find your weight loss ad relevant to Sarah at a different time of day. Say, at 10am while she’s at work.

It’s possible that if you force the system to show your ad, Sarah will see it but won’t click it.

Or if she does click, then she won’t optin or she won’t buy. and she’ll waste your money.

That’s what happens when you cubby-hole your marketing like a direct-mail guy.

Virtual businesses need to stop CRIPPLING themselves–because the traffic and the customers are out there. It makes no sense that the marketing gets more and more cubby-holed to a point it can only be relevant to a TINY pool of people.

How cubby-hole advertising ends up costing more

Well, cubby-hole advertising cripples the personaliser. It might force the ad to show for Sarah all day. It might not even show for someone like her at all!

This is stuff you simply cannot guess.

The lesson to take away is this:

Let the platform’s “personaliser” do its job. Just guide it gently and you’ll be rewarded with MONSTERS of traffic for your online business.

Facebook? Watch Out, the Guru Slap is Coming To Town

I think everyone should be allowed to practice their right to free-speech.

And that means, if you have a philosophy on something, great. talk about it all day long and if you can sell others on your philosophy that’s awesome.

Why am i sounding this warning about the Gurus coming to Facebook?

Suddenly EVERYONE wants to talk about Facebook advertising and how amazing it is. And it is pretty cool, i have to admit. i’ve been using it from around when it first came out because of how awesome it is.

Then why would i want to warn you?

Well, because the exact people who created the Google Slap are now going to try and teach Facebook  PPC.

And I’m worried for you guys.

I’m sure that the same gurus who created the Google Slaps have not changed their ideologies and philosophies on advertising using “intelligent” platforms like Google and Facebook. Which are nothing more than computer programs making very quick decisions as if they were human.

After all, how do you think Facebook or Google decide what is relevant to an ad and what is not?

My fear for everyone out there learning from these gurus is because the gurus do not even ACKNOWLEDGE or realise that they had caused the Google Slaps.

What is a ‘Slap’ Anyway?

Basically, a “slap” on any platform is the layman marketer’s understanding of the FAILURE of a very complex process that goes on behind the scenes at Google and Facebook.

The complex process is what determines which ads should show and in what positions—given a certain targeting.

In both cases, Google and Facebook are interested in optimising their revenue since that is their PRIMARY source of income. They both capitalize financially on the sheer amount of people who use their platforms. this is a marketer’s playground.

However, both Google and Facebook cannot leave it up to us to determine their revenue. we should not be allowed to FORCE them to put our ad in a certain placement, position, price, or anything else.

What the gurus have been teaching is basically a very narrow understanding of marketing. They say, let’s get more focused, more narrow, more targeted, more “relevant”…let’s control every little bit of our ads because we’re all engineers and obsessive split-testing marketers.  🙂 🙂

poor artificial intelligence engines

try to figure out how best to

optimise Google’s or Facebook’s revenue…

the poor little engine which drives the advertising program of each platform…is given SO MANY restrictions by advertisers…that it can no longer find places to show our ads that both match OUR conditions and theirs.

so the engine gives up.

Hence, “slap”.

What I found (and why i’ve become so vocal recently about it all) is that as soon as you stop putting on all the restrictions the gurus tell you will help you “save” money….and focus mostly on increasing your revenue instead…Google and Facebook don’t give up on you. And they give you the biggest bang for your buck with only a LITTLE guidance from you.

But anyway, let’s see how this pans out. who knows, they might have picked up a book on computer programming while everyone else was busy getting slapped 🙂


ps. i’ve been rather vocal about this issue and i’ve been fixing up the guru mess for a little while now on YouTube in video. come check out some of the vids to hear more about this issue and join the video discussion! “(Adwords Slap) Jim SITS on Google Adwords PPC Gurus