Dear Direct Response Letter Subscriber: Subscriber ME writes, "The big boys of Internet marketing exaggerate. Super-gurus tell everyone they track everything. "Yet when it comes to the success rate of their seminar attendees, I have never seen a percentage or any other type of metric." Another subscriber, CT, says, "I have given a couple of these gurus a lot of money for reports on their amazing marketing strategies." He goes on to say he has made almost no money. But incredibly and honestly, he blames not the gurus but himself for not following their advice. ME is right: the big gurus don't track or publish the success rate of their students because they know it is abysmal. Why is that? For several reasons. >> First, as I believe Perry Marshall pointed out in an essay some time back, the guru authoring the course has aptitudes, experience, and talents most of his customers lack. Therefore, the methods in the course will really only work for the guru and a small group of followers with similar aptitudes and talents. For the majority of buyers, they won't have the skills to implement the system and it will fail. >> Second, like CT, most buyers do not follow the instructions in the course. A surprising number never even read, listen to, or watch the program. Many others study it and then ignore or don't do the actions required. >> Third, the copy used to sell "get rich online" courses is extremely hard sell. Therefore, it entices people who want to make money but then discover they in fact don't like having an online business. And so they don't pursue it and the course materials sit in a closet for a year until the buyer throws them out in the trash. >> Fourth, there are a number of factors that determine whether we are successful, and while many successful people like to deny it, luck is one of these factors. Some people follow the guru's instructions, but things don't work out for them. They could try again but are usually too discouraged to do so. >> Fifth, it takes either time or money to succeed at any business venture. You don't need both, but you do need one, and you cannot succeed with neither. Some buyers of guru-published courses are so busy at work they simply cannot give their spare-time Internet business the attention it needs. And so they never progress. Others are so cash-strapped that they can't afford to invest in the elements needed for online success, such as hiring a web designer to produce their landing pages or a ghostwriter to write their first e-book. CT does not blame the gurus. He blames himself. "It's not the guru's fault. It's my own." Education and coaching can give you a leg up on other newbies. But they cannot guarantee success. The most important factor in whether you succeed at online marketing or any other home business is you. Sincerely,

Bob Bly Copywriter / Consultant 31 Cheyenne Dr. Montville, NJ 07045 Phone 973-263-0562 Fax 973-263-0613 www.bly.com