Internet Marketing is littered with enough false promises to make your eyes water. Ever since the turn of the millennium when Internet stocks created fortunes and lost them twice as fast, our industry has been riddled with high expectations, a circumspect grounding in reality, and far too much bullshit to keep a tab on.

My work has revolved around the Internet for my entire professional career. I advanced from designing websites, to assembling the code behind them, to selling ad space on them. Along the way, I’ve developed a keen eye for spotting opportunities on other websites. From primitive arbitrage, to site flipping opportunities, to abusing loopholes in ways that the webmaster never intended.

I’ve seen many moneymaking strategies crash and burn, whilst others have evolved with time. SEO, for example, requires a conservative and professional approach in 2012, with an ever-increasing number of bullets to dodge. It used to be easy. Why? Because nobody else was doing it.

Fast forward to 2008. Affiliate marketing had become perhaps the greatest wealth generator for idiots the digital landscape has ever known. Life was so simple. Find an offer to promote, upload an ad to Facebook, wait for approval, and bank the rich returns. Inevitably, the rest of the world caught on. And here we are now. Prices have never been higher, and so the degree of creativity necessary to succeed has risen. Thousands of novices want to become affiliate marketers, and yet the task gets harder with every passing day. They’re 4 years late to the party.

Affiliate marketers who made their millions in the big boom have been fast-tracked as experts on a subject that has detoured dramatically from its original path. Novices may look up to those experts, but the painted picture from the top is rarely anything but smoke and mirrors.

Nature has a time-honoured method of punishing good moneymaking strategies once they reach the public domain. If the strategy becomes common knowledge, or too exposed to unskilled buffoons, any benefit to be gained from the opportunity is lost. Of course, the strategy lives on in the imagination of the baying crowd. Many will happily pay to hear about the next magic button, the next get rich quick scheme, blissfully ignorant to the reality. As soon as lucrative information becomes public knowledge, it loses its value.

As an Internet Marketer, I see this happening time and time again. Legitimate moneymaking opportunities are born, profited from, and then swiftly rendered useless as a ‘guru’ leaks the techniques to the masses.

These gurus are rarely true exponents of the techniques they talk about. They are poorly skilled at making money with genuine enterprise, so they choose to sell the concept instead. Those who can, do; those who can’t, teach. Their decision to teach ruins the opportunity for the true exponents, and it creates a glorious pipe dream for everybody else. Market law dictates that when a lucrative strategy becomes too easy and too popular, it fails.

In the stock market, wise investors know that a bull market is riddled with danger when Average Joe can be seen throwing his money at it – especially if he’s offering the same ‘hot tips’ to his neighbours and friends.

The same applies to just about every ‘easy’ strategy in Internet Marketing. Unless you’re the innovator, the strategy is guaranteed to be anything but easy by the time you’ve read about it in a PDF.

99% of information products are bullshit on this basis. The grander the promises, the further detached from reality they become.

One of the golden rules you have to ask before considering any information product is simply, “Why is the author giving this information away?”

The bizopp market is constructed around some of the most illogical consumer decisions of all time.

If you honestly believe that a multi-millionaire is going to give you access to the blueprints of his success for $19.95, you’ve lost your bloody marbles. Why do people not ask “Why?”

1. Why would a millionaire need to sell his blueprints?
2. How effective can those blueprints be if they’re on sale for $19.95?
3. If he really wanted to give back to help others, why charge at all?

Honestly, there are no exceptions. You will not find a single moneymaking strategy in the world that ticks all three boxes of easy, sustainable and profitable.

There are easy and profitable strategies… but they don’t last, and often require leaving your integrity at the door. If you’re an affiliate marketer, slinging acai berries to half of America was easy and profitable. But sustainable? Not with an FTC lawsuit wedged firmly up your arse.

Likewise, you’ll find plenty of easy and sustainable strategies… although I haven’t yet seen one that made anybody rich. Extreme couponing is an easy and sustainable strategy, but only if you value your time at close to nothing. Maybe a nuclear blast will bring profitability to your giant stash of Frosted Flakes, but failing that; good luck.

And then there’s the smart choice: profitable and sustainable strategies… the blueprint of all great businesses. Average Joe might not like to hear it, sitting at home in his underpants with $19.95 to invest, but these strategies are several galaxies detached from being easy. They require the creation of real-world value. And there you’ll find the only blueprint of wealth generation with a proven track record: adding value to the world.

If you can’t create value for somebody, somewhere; you don’t deserve your early retirement. That’s a contrasting view with the many ‘magic button’ infomercials; those that prosper when your sense of entitlement grows. They insist that success is your God given right; that the world is doing you wrong if it fails to deliver a Pina Colada on a crystal sandy beach.

Whatever your personal beliefs, or your own sense of entitlement, the market will not change. Anything that you can buy for $19.95 is readily available for the rest of the world to buy too. If you intend to become richer than the market average, you have to do more with the information than most of your neighbours and friends. Or better yet, blaze a completely new trail for others to copy.

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