I liked Eben's ads early on. He seemed honest and experienced, and I bought his earliest IM products. While some of it was enjoyable on some level, none of it really contained the information I thought it would.
Altitude was my first purchase. It was emotionally touching, but didn't have much "meat" to it. There wasn't a lot of actionable material. It was more like going to "business church", in a way. Nice, but...
I then bought some of the first "guru" type products... and they didn't contain what he seemed to be advertising, either. To top it off, at one of the guru seminars I joined his very expensive mastermind for a short time and he talked about things like the health value of blueberries. As a partial raw foodist myself, there was nothing new here!
Basically, when Eben did that first Altitude "free line" video about Coca-Cola, I expected to see lots of THAT type of core content in these products. 10 to 20 hours of that type of stuff, like a really great professor of marketing lecturing for hours Freakonomics style, but it just wasn't there. Nor was it there in his later courses. If I'm really honest with myself (which is tough after paying so much money), I suspect pound for pound the free content was better than the paid.
I especially thought he'd use Double Your Dating as a continual example through all the course material, like a magician revealing his tricks, but he didn't. That's the part that really weirded me out.
While he used Double Your Dating (DYD) in his (admittedly great!) ads to build credibility for sales, inside the actual courses, he almost acted like he never did DYD at all. He almost completely used other people's websites and businesses as examples. Over time, I started to suspect he didn't want you to know or master the key things that really made his own business so successful. (like the interview series)
Instead, all the early material seemed to teach you what any course would. To use 1shoppingcart, aweber, all that jazz. Things he never himself used, and things I could much more easily learn anywhere. There's actually better info in the WSOs here.
Honestly, even when they're the nicest people in the world, I can't stand advice from people to use things they don't themselves use. If I'm paying big money, I want to learn *exactly* what other did to become successful. I want to take the same medicine the doctor takes, in the same way the doctor takes it.
I'd honestly love to learn about all the inner working of Eben's real business, Double Your Dating, which is why I think I kept buying his IM products. I wanted a real inside look at a truly successful, non-IM business like that. I wanted to know what the funky little shopping cart he used was, and why it had as many steps as it did. I really wanted how he got people for the interviews for his interview series, especially the first ones when he didn't have name awareness or brand equity. As DYD made over $20M a year, yet I had never seen ad for it myself, I really wanted to know WHERE he was advertising such a thing. CPA networks, magazines, what? I wanted to learn all that sort of stuff that made such an enormously successful info sales project tick.
Fast forward a few years, and I see Eben has lots more IM products, with a new one launching immediately. A quick search here shows that the "vibe" around his name seems to be good. Lots of people seem to be positive about him, and recommend him highly. I figure that his quality must have improved dramatically, either that or people are simply deluded because Eben seems like such a nice guy.
So right or wrong, I'm thinking about giving him another shot with his new new Guru Masterclass.
What do you guys think? Worth it? Does he actually reveal his own tricks and techniques uses in DYD these days? Does he actually get into what made him and DYD successful, from the early days to present, or is it just more general business training?