“Did you hear about ________ the __________ expert?  Well they got caught doing the total opposite!”

Whether it’s the vegan evangelist who actually eats meat, the relationship guru that cheats on his wife, or the financial guru who is really broke, these stories are a common occurrence.

Everyone is an expert, and everyone is a guru on the internet. Who can we trust? Who should we listen to?

What is an inch-deep expert?

I received an e-mail with the term inch-deep expert, and it made me laugh because “inch deep” is exactly how I would describe these people.

Inch deep experts only have surface-level knowledge of their subject matter without much practical application and results.

They are not inch-deep experts but inch-deep opportunists

Warning signs of inch-deep opportunists are:

  • Are always selling something (a book, a conference, T-shirts)
  • Constantly promoting new money grabs
  • Shame as a persuasion tactic
  • Pandering to the audience
  • Lack of results in their own lives
  • Lack of credible endorsements

Inch deep opportunists always selling something (a book, a conference, T-shirts)

I rarely attend conferences and seminars anymore because I realized that most of these things were just an opportunity to make money off unsuspecting and naive customers.

I will let you in on a little secret: Many of these free  (and even some of the paid) webinars, seminars, “training,” or conferences are all to get you in the room so that the opportunist can upsell you for a class, coaching program,  app, or any other ongoing source of revenue.

An inch-deep opportunist is always promoting and selling something.  Rarely are people coming to them for their services, but they constantly promote whatever new money-making venture they have going.

 New Money Grabs Appear Regularly

Not only are inch-deep opportunists always selling something. They are constantly changing what they’re selling, and new money grabs appear regularly.

I have watched someone online go from selling clothing, publishing to conferences, cooking classes, fitness training, mentorship, and matchmaking, and I’ve even left some off the list.

How can one be an expert in all of these subject areas?

The general rule is that it takes 10,000 hours to become proficient in an area.  How are you proficient in 10 different areas in 2 years?

The answer is that you’re not, which is why these money grabs only last a few months before it’s on to the next one.

Shaming is a Major Persuasion Tactic

An inch-deep opportunist uses shame and negativity to coerce the customer because they don’t know enough to use data, facts, and practical applications to show customers how they can help them get toward their goal. As a result, they have to resort to shaming tactics.

Unfortunately, I saw this a lot in the fitness industry especially when I worked in commercial gyms.

Management coached us to say, “Well, if you really want to change, then you’ll spend the money to sign up for personal training.  Otherwise, you’ll stay fat, and your life will be miserable!”

Ok, they didn’t tell us to say that last sentence, but it was certainly implied.

There is a better way!

As a fitness trainer, I listen to my potential clients about what goal they would like to achieve. I then present data, facts, and a potential plan for us moving forward.

Inch deep opportunists don’t know how to devise a plan and action steps to move people forward.  The most you’re going to get are tired cliches and a guilt trip for not buying what they are selling.

Pandering to the audience

Stephen King’s novel, “Needful Things,” talks about a demonic shop owner named Leland Gaunt who knows the desires of his customers, exploits that desire by telling them exactly what they want to hear, and then Mr. Gaunt can sell them that “Needful Thing.”

Years ago, a video by a male relationship “expert” came on my social media timeline.  Since he was good-looking, I listened to about 2 minutes of his spiel, rolled my eyes, and clicked off.

What he was saying wasn’t wrong, but he had no substance to his teaching. It was based on playing to the emotions of the audience. It was the equivalent of whispering “sweet nothings” in your ear. It felt good but wasn’t much to it.

He warned women to stay away from men who treated them poorly and who would cheat on them.

This relationship guru knew his female audience’s deepest desire was to be adored, loved, and desired by an attractive man, so he would tell them exactly what he knew they wanted to hear.  He was then able to capitalize on that by selling books and other merchandise.

Sadly, the truth was later revealed that this guru was not following his own teaching.  Behind the scenes, it turns out he was doing everything in his own relationship that he warned his audience to stay away from.  He was unfaithful to his marriage. Instead of deciding to take some time away to deal with the situation, he got online to do an apology video to his audience with his poor wife and promote his new book.

Their lives do not bear fruit that what they are teaching actually works

The above example of the relationship guru is not an isolated tale.

I once went to a seminar where the person was selling a book about confidence. The person said something to the effect of, “I don’t normally like to promote myself, and I don’t like doing this, but I just wrote a book about confidence, so you might want to check it out.”

Yeah, girl, I really want to learn about confidence from you.

Years ago, a marketing expert told a story in his mastermind group that I think illustrates this point very well.

“Hey, Brian* I was wondering if you had any advice on tactics about selling my new E-course: “How to sell a $10,000 business course.”

“How many $10,000 courses have you actually sold?” asked Brian.

“Zero, but that doesn’t matter.  I just want to know how to sell my  E-course to other people.”

*Name has been changed

That’s it in a nutshell.  We have inch-deep experts who have not achieved any results in their own lives but want to make money by “teaching others how to do it.”

Another example was the seminar I attended with a relationship expert who did not have a relationship. In fact, this person admitted to having just been dumped by their last partner.

Yet, they thought themselves in a position to teach others and CHARGE MONEY for advice instead of getting some receipts that they knew how to have a functional relationship.

How to not get sucked in by Inch Deep Opportunists

There have always been opportunists and charlatans looking to make a buck off of people’s deepest desires and pain throughout history.  As a matter of fact, in marketing, they tell you to go for people’s “pain points.” This isn’t anything new.

The difference now is that these inch-deep opportunists have access to far more people due to the internet.

Here are several tips I have for not getting sucked in by inch deep experts

Watch for credible endorsements

Is this person endorsed by any other credible experts in their field?  This is not foolproof because sometimes there is compensation for recommendations and referrals.

You can watch who recommends and endorses said “expert.” Oftentimes true experts are sought out, and they don’t need to promote their expertise endlessly.

As Dr. Violet Kiteley used to say, “If you have to tell people that you’re____[an expert], then you’re not.

Substance over Emotion and Feelings

I have been in the Fitness Industry for over 15 years, and there is still so much I don’t know.  I make it a point to study and learn about my craft, and I like to share articles, data, and facts with my clients and not just rely on emotions and feelings.

A dead giveaway for an inch deep expert is not much substance with data, facts, and learned application.  Inch-deep opportunists rely heavily on hype, emotionalism, feelings, and cliches.

Refrigerator magnet advice is about the best you’re gonna get. You’re Special!

Ask for Credentials and Experience

If someone is touting themselves as an expert in a particular area, you have every right to ask for credentials and experience.  When I want relationship advice, I go to people who have been in a healthy long-term marriage. When I want professional advice, I go to those with experience.

Never be afraid to ask someone for credentials and experience! If they don’t want to provide either, you don’t need to provide them with your money.

Hang out before you pay

I signed up for a Year-Long Writing program with a company I’ve been hanging out with for 2 years.  I’ve bought some of their workbooks to do other studies, and I have been pleased with their content because it is always well researched and substantive.

The President of the company is one of the top writers and speakers in this specific writing genre. The teachers in this writing program have written numerous books (some of which I have read), and they provide tangible tips and plans for aspiring writers to reach their goal of being published.

Someday I would like to produce similar content, and they provide great resources for people to learn from.

Nobody in this program needs to call themselves an expert because it’s obvious that they know their stuff!

The best part is that there aren’t constant upsells and money grabs. Because of this, when an offering does come around, I look at it more closely because when they do have something to offer, it is worth it!

Trust Your Gut

Above all else, listen to your gut and don’t make impulsive purchases.  This isn’t about feelings. I believe you’ll be shown pink flags and eventually red flags that something isn’t right.

It’s best to do your homework, use wisdom to make informed decisions.  My biggest mistakes regarding “inch deep” opportunists have come from not trusting that little voice that said, “Don’t do it.”

Instead, I found excuses to do it, and I paid the price (literally). Still, it taught me valuable lessons about doing my homework, not going off emotion, and making an actual expert.

People will always try to take advantage of others because that’s human nature…especially in a capitalist society.

We can do our part by investing in trusted sources and doing our best to live with integrity one day at a time.

There is nothing louder than an empty audience.