Assessing Credibility in the Internet Age

I wrote this over a year ago and have been a little hesitant to post it. A recent post got me to sit down and finish this article. Tim Edgerton, a UK strength and conditioning coach, named me the most influential man is strength and conditioning the other day which was cool. However the rest of the list was at least half non-coaches. There were a bunch of academic NSCA types, a few internet marketers and a few coaches. As I said in my previous post, this made me think.

The “how to get rich on the internet” business is thriving in fitness and strength and conditioning. New products are launched every month. I’m sure many of you reading this are saying “ you have a paid website, you just did FSC 3.0, who are you to talk”? Legitimate questions. However, the fact is my website sells content. Good content, updated every week. I’m not simply picking up affiliate commissions for using my list to sell another program.

I’m actually a bit tired of internet marketing. It always seems to be similar guys selling similar products. The same resumes.

“__________ is one of the worlds most sought after experts in the field of strength and conditioning and ….”.

Next time you consider buying a product, ask yourself a few simple questions.

1-    Is the seller actually one of the world’s most sought after experts in any area?

2-    Does the seller make his or her living in the area in which they are selling a product or do they make their living selling the product? In Alwyn Cosgrove’s words “have they been there, done that and, are they still doing it?”

3-    Has the seller ever made a consistent living actually coaching, training or helping people lose weight?

4-    What does the seller do every day? Do they sit at a computer and write effective sales copy or do they work in the field?

5-    Are they making money by telling you how to make money?

6-    Did they ever make a substantial amount of money doing what they are selling?

7-    Is their resume legitimate or have they inflated their qualifications and client list?


If you don’t know the answer, do a little searching and find out. You might be surprised at what you learn. I think there are a lot of Bernie Madoff’s in fitness. Look at the last name, Madoff. Like “made off” with your money?  I may sound cynical but, I don’t want to bankroll some twenty five year old who just read Four Hour Workweek. Buying products is great. I have bought many and sold many. Just be sure when you buy that you are buying a product from a person who has done the work and succeeded.


20 Responses to “Assessing Credibility in the Internet Age”

  1. […] Boyle, a highly-respected strength coach just made a blog post called “Assessing Credibility in the Internet Age“.  It really got me thinking.  Some of you will have never heard of me before, and yet here […]

  2. Matt Smith Says:

    Wise words Mike. Like just about everything the internet can be used or abused. Some folks definitely need help to see through the claims

  3. Thanks to everyone who posted. This was a tough one to write but, I need to write what I think is true.

  4. This needed to be written. It is frustrating that some “trainers/coaches” with NO real experience are making a fortune off of desperate uneducated people trying to get in shape. But, at the end of the day I am proud of the time, work, and effort, I put in to getting my clients/athletes positive results. You do a great job getting information out to people who are striving to increase their professional knowledge-thank you.

  5. Mike – I’m with you. Over the last 11 years that I have been working in the trenches day out with clients, I have seen so many internet marketers pop up. It seems almost a new one every day. When I first started in this industry, I spent a lot of time researching and compiling my list of the go to experts that I respect.

    As you I have bought a lot of product over the years (some of yours as well). And I will continue to do so. But it must be valid and it must be from somone that actually works with people not just someone who sits at a computer. You have to walk the walk and talk the talk in my books.

  6. More school drop-outs. Fewer jobs. “I wanna be a millionaire… so freekin’ bad” attitudes. Once the economy improves, these marketeers will turn to more rewarding prey. Meanwhile, it’s my role to educate as many as I can about realities of the discipline. Your post is part of the solution.

  7. Thanks for writing this Mike

  8. Craig Rodrigues Says:

    “I’m actually a bit tired of internet marketing. It always seems to be similar guys selling similar products. The same resumes.”

    I think it’s just you’re tired of the way marketing is run in the fitness world with the same boring, overbearing, 1 super long page of ad copy.

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