 Hi, this is George Cao and in this video, I'm going to deconstruct a web page and show you the kind of marketing tactics that are being done to us. I now use that word very carefully and I hope that after this video you'll have a new lens to be able to see through this kind of influence tactics so that you aren't tempted to buy into this kind of stuff and maybe even use this. So first of all, I'll have to say that I don't actually know this person who is selling this program but he seems like and I mean I watched the video down here and he actually seems like a really good guy so I do wish him the best of authentic success and who knows maybe he'll even see this and modify the way he's doing marketing to be even more congruent with who he actually is but I really don't think that what's happening here is congruent with the thing that he's trying to sell which he's trying to sell authentic marketing I mean his system is called beyond authentic marketing system and if you know anything about me you know that I love to talk about authentic marketing so let's actually get into this right now. First of all, this is brand new insights and I kind of smile because I know that no marketing being taught out there is really brand new maybe because I've seen I've seen it all and the irony of the marketing system he's using here is called an evergreen webinar funnel and I'll talk about this later but that is not brand new I mean I was doing this stuff back in 2010-2011 I mean five six seven years ago I was doing this so he he's I'm not gonna say he I'm gonna say it because maybe a copywriter who wrote this you know without him really knowing what's going on brand new basically triggers our human fear of being left behind and also it plays to our our base instinct to go for whatever is new whatever is novel because then we will be we'll have the prestige of having something brand new okay so anyway I don't think it's congruent insights information and strategies for rock star coaches and experts and here he's playing to he's kind of hyping us up like playing us up like yeah we're so great building up our our self esteem right there with who are tired of being force-fed pushy sales tactics and I just think it's ironic that they're using phrases words that are that are anything but gentle that are itself kind of callous and not very I mean if you if you look at his video later and I'll just play a little bit of its of it here he he's a gentle guy he's a gentle soul and so this kind of these kind of language is not at the very least it's not it's not matching and aligning with the kind of person that he is in his videos force-fed pushy sales tactics pushy you know that word is just anyone I'll keep going that just don't work and it by the way it's not that and I think that's a deception because pushy sale tactics actually do work they work in the short term to strong-arm people and to buying stuff which of course a lot of them later regret it so it's not that they don't they just don't work they do work so I think that's you know that's a little bit of deception here discover the proven marketing system so this is already trying to sell to me that oh my god if I just sign up then I don't have to worry anymore because this is proven it's gonna work for me when the truth of what I've seen after coaching hundreds of clients and speaking to thousands of audience members is that no marketing system is proven for you cannot say it's proven for the audience because marketing by its very nature successful marketing is all about experimentation and it's about customization to the person's business and to their audience so whenever I see something that's this proven marketing system it makes me want to run the other way and I hope you do as well because they are now using hype to try to almost like they're desperate to get you to sign up so that you can get into their funnel they can keep selling you on the next level honestly I'm telling you what I'm what I've seen and what this is probably is I talked about the pushy word being being very callous and kind of jarring and misaligned with the person's spirit from I can see in this video exponent tactics to exponentially expand your coaching business this is hype any system that proves as we will prove to exponentially expand something it's kind of like you know what it you know what exponentially expands is cancer cancer exponentially expands and lottery winners exponentially expand their income and as you know vast majority of lottery winners later lose most of their money because their their their system their consciousness has not has not grown with their income growth and so anyway anything like exponentially expand your business it's probably quite dangerous it's probably gonna crash afterwards and so I've seen this again and again and again it's better to gradually expand your income not exponentially expanded because when you use any strategies like that it is almost as certainly not sustainable and maximize your impact and a lot of hype here oh simply by being who you are oh okay so you can go ahead and sit on your couch and just be who you are and watch Netflix and you will be able to exponentially no this is again this is such hype I just I'm almost in shock that this is actually happening very just right out here you can't simply be who you are and suddenly have an exponentially expanded business if anything to exponentially expand will take an incredibly amount of hustle and kind of hustle that probably won't feel good to you and so anyway this is this is not true if you're ready to ditch old school do she sales marketing tactics again that that word is so grating and insulting that just having this written here it does does not anyway does not align to this person's gentle nature in congruent with who you are it's so ironic that it's talking about being incongruent and not being congruent you'll gain insight into human psychology and discover powerful influence triggers and this is a red flag for me because how does it feel when someone is using powerful influence triggers to get you to do stuff to get you to buy things you know that that doesn't feel right to you it doesn't feel right because authentic marketing is not about using powerful influence triggers if you knew that I was somehow using powerful influence triggers on you in a conscious way you would probably say well George I wouldn't I don't want to be in that situation right marketers traditionally what they want to do they want to have power over you right sales traditional sales wants power over you when authentic marketing is actually about empowering you rather than having power over you and that's not how we don't want to have power over audience and that's what sort of incongruent or or predatory marketing that's what they want and that's what I want to teach you have power over your audience you can say a word say the right words and and do the right images and use the right systems to to make your audience salivate and do what you want them to do do you see just but when I when I when I describe what's actually going on it is it makes you shudder that that's what's going on here instead of instead of that I've read a book called the Dow leadership years ago it's this true authentic leadership sustainable leadership is about the leader fading into the distance and the followers empowering themselves such that when they accomplish what they do they almost say hey we did it ourselves and of course they don't reject the leader but they are amazed that the leader was able to empower them to then rise to the next level so that they can be really who they are instead of always at the bit at the column back of the leader does that make sense so that's not that's not authentic marketing is influencing others in a kind of power over way and and then it says okay you can become the most sought after expert in your field that taps into the hyper competitiveness do you know what it what it's like to try to maintain a number one position in a field it's kind of like you are running a race and you are looking keep looking back oh man I got a run faster than this guy and that girl and it is extremely stressful I have certainly tried to run that race myself and some people may have said I achieve that in a certain circle and but it is not something that I'm trying to do and I don't recommend that you try to do this of course you want to be sought after of course you want your business and your message to to be passed along again and again to person after person because they are really being served by you but it's not something that you are automating and trying to become the number one thing I think about Victor Frankl's quote that he says he says success is not to be pursued success is to be is to ensue from your dedication to a cause higher than yourself and everything here it's about you you you become a most memorable and authentic personal brand and it's kind of going against that Victor Frankl quote about dedicating yourself to a higher cause and dedicating yourself to service as I always tell you and by doing so you will naturally become memorable and sought after rather than doing it from a conscious place of influencing others does that make sense so I'll just this video is going long so I'll just kind of end this video by by just showing this part of it secure your spot is triggering our fear of missing out I used to use those words to secure your spot claim your spot for this and I no longer do because I don't want to magnify people's people already have enough fears we don't need to magnify their fear of missing out as well okay and this this free online training is actually an evergreen webinar so you know you might wonder well why don't they just make it available as a YouTube video or as a Facebook video like like George Cowell does with all of his videos well it's because they want you to sign up for a particular day and a particular time so that you will get ready and you will show up and you will again it's an influence trigger right and when you sign up and you show up then you then it almost feels like you're attending a live event when it's it's not at all a live event this has been going on this campaign this evergreen webinar has been played multiple times a day for weeks if not months I saw this weeks ago I'm just making this video now and it's probably going to continue on for weeks or months or even years so they're mimicking a live training when it's not actually live training in fact they even say book my spot you know it's somewhere it says join join me oh join me join me for this online training so it all seems like it's a live thing when it's obviously not and the other thing is that the another way to make it seem like a live thing or a scarce thing when it's not a scarce at all is that they only show today and the next two days I saw this weeks ago and when I came here there was also just that day in the next two days when actually this has been playing multiple times a day for every single day for who knows maybe months or even years so they basically are true there it's it's you always want to look at what the marketer is doing because chances are that they're going to teach you what they themselves are doing so essentially they're going to teach you how to do this evergreen webinar model that like I've already deconstructed is so inauthentic and yes it's going to work I'll tell you this it's going to make you money if you do this so if money is your top priority you should go ahead and sign up for this and learn and use a system but you will if if you're at all if of course you're my audience so I know that money is not a higher priority for you than purpose and honesty and authenticity and if you pursue success in an authentic way the money will follow trust me honest and not only will the money follow the money will be sustainable and your conscience will be clear and you will be you'll be so peaceful and joyful along the way whereas if you follow this kind of system which I have followed before everything came crashing down for me and not just me I've seen colleague after colleague and client after client before they worked with me use systems like these and things came crashing down because their conscience would no longer allow it and they kept seeing that something is not right so you don't want to build that kind of business because it's going to come crashing down and you're going to probably if if you're like me you're going to regret that you did that and you wish I wished that I started in 2009 with the kind of authentic marketing that I am doing now by being generous of heart and not requiring people when it's something is it's a video when something is an evergreen video make it an evergreen video don't mimic that it is a live online training yes it'll work to make you money but something will feel incongruent down the road and people will know that it's incongruent down the road and so how we do one thing is how we do everything right so I hope that this is helpful I hope that this has been enlightening I don't I hope this didn't come across as judging this person because I actually think this person is for real it's just that maybe he's been influenced to use this kind of system and he hasn't quite seen yet that it's not congruent with who he actually is because I think he's a good guy so I hope this is helpful and if you like this video let me know and I can make more deconstruction videos to kind of open our eyes but but this is when I make deconstruction videos like this is typically pretty long so anyway let me know what you think I look forward to your comments and your questions and I hope that this will help you to be much more authentic in your own marketing and to be a much more savvy consumer and student going forward blessings