Don Lapre has been on
the business opportunity scene for about 15 years. For most of that time
he has focused heavily on the TV consumer markets to drive his direct marketing
He's a former house
painter that set up and grew a little two step "classified ad"
business into a quasi-successful TV infomercial empire. His Making Money
infomercials were quite successful over the last decade and he's become
somewhat of a household name. However, like so many other TV gurus his successes
were met head on with challenges and failures that ultimately forced him
in and out of business.
If you didn't already
know it, Don is one of the kings of TV Infomercials. His late night and
early morning pitches had people calling in to buy a $39 business opportunity
package, but callers are quickly "up sold" to a bigger, more expensive
product set. Then, the telemarketing calls start flowing in to sell you
his backend products and services like the 900 number business.
The biggest beef I had
with his material was that his business opportunities sorely lacked details.
His manuals were slick (color glossy covers, CD's etc.) but they suffered
from presenting oversimplified information that reads like it was written
for 10 year olds.
Some of the basic sales
and marketing concepts in his course are sound, don't get me wrong. Particularly
the information on writing classified ads and rolling out winning ads to
a national market. That's definitely do-able, but not nearly as easy as
the gurus claim. But you can easily get that stuff by researching and recycling
techniques from all the great direct marketers. Don Lapre's real agenda
seemed to be producing cheap information products that he practically gives
away just to sell customers on his inventory of questionable backend products
As for the rest of Don
Lapre's Making Money program, I can't recommend any of it. The "buying
and selling" business guide seemed a little hokey, but it sort of teaches
the basics of simple direct salesmanship to beginners I guess. Regarding
the 900 number industry that he pushes, it is so specialized these days
that an average person will have a near impossible time trying to ramp up
and make a profit. You'll go broke before you get through the learning curve.
What his manuals don't
tell you is the fact that the 900 number industry is dominated by slick
communications companies and specialized media firms that have fine-tuned
their marketing practices. They have a clear competitive advantage that
any new, small business will have a very tough time against.
Anyway, as you can probably
conclude by now I think there are better ways for "making money".