In this article: YouTube is full of people promising that they know the secret to making money online. They know the algorithm. They know the perfect thumbnail. They know the perfect title. They know how to build a faceless channel. They know how to use AI. They know how to automate everything. And many of them have a course, mentorship program, community, coaching package, or software subscription waiting for you.
I’m not saying every course is a scam.
I’m not saying everyone selling advice online is a fraud.
What I am saying is that we’ve seen this business model before.
The technology has changed.
The platform has changed.
The sales pitch has changed.
But the promise is familiar.
You can get rich.
And I think people need to be curious enough to ask a very simple question:
If you really know how to get rich, why are you selling me the secret?
I’m Not Saying Every Course Is a Scam
Before I go any further, I want to make this clear.
I’m not saying every person who sells a course is a scammer.
There are legitimate courses.
There are legitimate teachers.
There are people who have learned something through experience and are capable of teaching it to someone else.
There’s nothing inherently wrong with making money from knowledge.
The problem starts when the product becomes the promise.
When someone starts telling you that they have discovered the secret.
The shortcut.
The guaranteed system.
The proven formula.
The method that supposedly lets almost anyone make thousands or even millions of dollars.
That’s when I think you should slow down.
The FTC’s advice isn’t to stop learning.
It’s to investigate.
Read the claims carefully.
Research the company.
Be skeptical of testimonials.
And don’t let someone pressure you into making a financial decision quickly.
That’s good advice whether you’re talking about a television infomercial from 30 years ago or a YouTube video uploaded yesterday.
YouTube Is a Business
Let’s start with something that isn’t controversial.
YouTube can make people money.
Creators can earn advertising revenue, YouTube Premium revenue, channel memberships, Super Chat, Super Thanks, Shopping revenue, and other forms of income through the platform. YouTube explains its current monetization options on its official YouTube Partner Program page.
Creators can also make money outside of YouTube itself.
Sponsorships.
Affiliate links.
Products.
Books.
Consulting.
Courses.
Coaching.
Paid communities.
Software.
Merchandise.
There are a lot of ways to turn an audience into a business.
And there’s nothing inherently wrong with that either.
In fact, YouTube itself describes creators as businesses and provides multiple ways for them to monetize their audiences.
So when somebody makes a video about making money on YouTube, there is something important to remember.
You are not just watching a video.
You may be watching someone’s business.
The video can make money through advertising.
It can introduce you to their brand.
It can get you onto their email list.
It can send you to their website.
It can sell you something.
The video itself may be the beginning of the sales process.
And that brings me to the part that really interests me.
The YouTube Guru Who Teaches You How to Make Money on YouTube
This is the one that really gets me.
YouTube is full of people telling you that they know the secret to making money on YouTube.
They know the algorithm.
They know the perfect thumbnail.
They know the perfect title.
They know how to get millions of views.
They know how to build a faceless channel.
They know how to use AI.
They know how to automate everything.
They know how to make thousands of dollars from videos you supposedly don’t even have to appear in.
And then comes the pitch.
“I’ll show you exactly how I did it.”
You can buy the course.
You can join the mentorship.
You can join the private community.
You can book a coaching call.
You can buy the blueprint.
You can buy the software.
You can join the mastermind.
And suddenly I have to ask:
Wait a minute.
Isn’t your business supposed to be making money on YouTube?
Why is your business teaching me how to make money on YouTube?
That’s the part I have trouble with.
Because now the hustle isn’t necessarily making money from YouTube.
The hustle is making videos telling people how to make money from YouTube.
You make a video telling me how easy it is to make money on YouTube.
I watch the video.
You make advertising revenue from my view.
You get another potential customer.
I click your link.
You get my email address.
You send me more information.
Eventually you sell me a course.
Then maybe you sell me mentorship.
Then maybe you sell me software.
Then maybe you sell me a membership.
And all of this started with a video telling me how much money I could make.
You’re making money promising to tell me how to make money.
That’s a business model.
And I think people need to recognize it as one.
It doesn’t automatically mean the information is worthless.
It doesn’t automatically mean the person is lying.
But it absolutely means I want to know where the money is really coming from.
Because if you really have discovered a repeatable system for making millions on YouTube, why does your business depend on selling that system to people like me?
Why aren’t you just doing it?
Why do you need thousands of students?
Why do you need a $997 course?
Why do you need a $5,000 mentorship?
Why do you need my monthly membership fee?
If the secret to making millions on YouTube is YouTube, why is selling me the secret such an important part of your business?
That’s the question.
Sponsorships Are Part of the Business Too
Another thing people need to understand is that a YouTube creator doesn’t necessarily make money only from YouTube’s advertising system.
A creator may have sponsors paying them to promote a product or service.
They may have affiliate relationships where they receive a commission when somebody buys something through their link.
They may promote their own products.
They may promote somebody else’s products.
They may receive money from companies for access to their audience.
YouTube itself has systems such as YouTube BrandConnect designed to connect creators and brands.
Again, none of this is automatically bad.
Creators have audiences.
Companies want access to those audiences.
That’s how advertising works.
But it means you should understand the incentives.
If somebody tells you that a particular product changed their life…
You might want to know whether they’re being paid to tell you that.
The Federal Trade Commission’s guidance for social-media influencers explains that influencers should clearly disclose financial or other material relationships with companies they’re promoting.
That’s not about being anti-business.
It’s about knowing when someone has a financial reason to recommend something to you.
Clickbait Is Part of the Game
Then there are the titles and thumbnails.
You’ve seen them.
“I Made $100,000 In 30 Days!”
“The YouTube Secret Nobody Is Talking About!”
“I Found The Algorithm Hack!”
“Do This And You Can Quit Your Job!”
“How I Made $1 Million With AI!”
The title makes you curious.
The thumbnail makes you curious.
You click.
That’s the point.
A click becomes a view.
A view can generate advertising revenue.
And the viewer can potentially become a customer.
That doesn’t mean every dramatic title is dishonest.
There’s nothing wrong with making an interesting title.
But there’s a difference between an attention-grabbing title and a misleading one.
YouTube’s own policies prohibit deceptive practices and misleading content, including misleading metadata. Its Community Guidelines specifically state that content intended to scam, mislead, spam, or defraud users isn’t allowed.
So when you’re watching a video promising an unbelievable financial result, remember that the title itself is part of the marketing.
Your attention has value.
And somebody is trying to get it.
The Email List
Then there’s the email list.
You’ve probably seen this one too.
“Download my FREE guide.”
“Get my FREE blueprint.”
“Watch my FREE training.”
“Get my FREE five-step system.”
There’s nothing wrong with giving something away for free.
But free information can also be the first step in a sales funnel.
You give them your email address.
Now they can contact you directly.
You get another email.
Then another.
Then another.
Eventually:
“If you liked my free training, you’ll love my complete program.”
And now the free information has become the introduction to the paid product.
Again, that’s not automatically wrong.
It’s marketing.
But you should recognize it for what it is.
You’re not necessarily being given a random act of generosity.
You may be entering a sales funnel.
Then There’s the Course
This is where things get interesting.
Because once you’ve watched enough videos, eventually somebody will tell you that watching videos isn’t enough.
You need the complete system.
The course.
The blueprint.
The mentorship.
The private community.
The coaching.
The premium version.
The next level.
And suddenly the free information wasn’t really the product.
It was the advertisement for the product.
That’s where I think people need to stop and ask questions.
What exactly am I buying?
What evidence shows that this works?
How many people actually achieved the results being advertised?
How much does the person selling the program make from the program itself?
And what happens if I don’t succeed?
Those aren’t unreasonable questions.
They’re responsible questions.
The FTC has specifically warned consumers to be skeptical of programs promising quick money, guaranteed income, or a proven system. FTC — How to spot and avoid business coaching scams.
And there are recent real-world examples showing why that skepticism matters.
In 2026, the FTC finalized an order involving Publishing.com after alleging that the company misled consumers about how much money they could earn from its online self-publishing programs. The company marketed education, mentorship, tools, and technology, including through free online videos, and promoted what it described as a passive-income system. The FTC said most consumers who bought the products did not achieve the income promised in advertising. Publishing.com and its principals agreed to pay $1.5 million and face restrictions on future earnings claims. FTC — Publishing.com
That’s not me saying every online course is a scam.
It’s an example of why you should investigate the promise before handing over your money.
The Infomercial Era
And this isn’t new.
That’s one of the most important things I want people to understand.
The internet didn’t invent the get-rich-quick pitch.
Television didn’t invent it either.
Before YouTube, there were infomercials.
Before infomercials, there were mail-order advertisements.
Before that, there were newspaper advertisements.
The technology changes.
The sales pitch doesn’t always change very much.
The promise is usually some version of:
I know something you don’t know.
I’ll show you how to do it.
You can make money too.
And that’s why I think looking at the history is useful.
Because sometimes the easiest way to understand a modern business model is to recognize what it used to look like.
Don Lapre and the Classified-Ad Lesson
One example that always comes to mind is Don Lapre.
Lapre became famous for selling the idea that people could make money using tiny classified advertisements.
The pitch was incredibly simple.
Tiny ads.
Big opportunity.
A system.
A way to make money.
He became a recognizable television pitchman and sold materials related to his money-making methods.
The idea was appealing because it sounded simple.
You didn’t need a huge corporation.
You didn’t need a giant building.
You didn’t necessarily need years of experience.
You just needed to know the secret.
Lapre’s early business ventures included selling a 36-page manual explaining how people could recover certain mortgage-related insurance refunds. According to reporting by the Phoenix New Times, the booklet reportedly cost about 60 cents to produce and was sold for $85. Lapre said the advertisements for the booklet eventually generated more than $1,000 a day. Phoenix New Times — Don Wan
Then he moved into 900-number businesses.
For people who don’t remember the 1990s, 900 numbers were telephone numbers where the person calling could be charged by the minute.
Lapre advertised these numbers through classified advertisements and told people they could make money by creating their own 900-number businesses.
The Phoenix New Times reported that Lapre placed roughly 1,100 newspaper advertisements over the course of a year, promoting 900-number lines that charged callers $2.99 per minute. Lapre claimed that the business generated as much as $50,000 a week. Phoenix New Times — Don Wan
Then came television.
In 1992, Lapre began broadcasting The Making Money Show with Don Lapre.
It looked like a television program, but it was really an infomercial.
And that distinction is important.
Because Lapre wasn’t simply telling people a story about how he became successful.
He was selling them information about how they could supposedly do it too.
His primary product, Money Making Secrets, consisted of booklets, tapes, and instructions about placing advertisements and operating 900-number businesses. The infomercial itself became a major part of the business. CBS News — Get-rich-quick plan a scam?
And this is where I see the connection to today’s YouTube gurus.
Think about the structure.
Tell people you discovered a way to make money.
Explain how simple it is.
Show them the lifestyle that supposedly came from it.
Then sell them the information they need to do it themselves.
That sounds remarkably familiar.
Lapre wasn’t the first person to sell information about making money.
He certainly wasn’t the last.
But he was extremely good at turning the promise of financial independence into a television product.
And there were people who bought it.
Some people apparently did make money using his ideas.
But there were also customers who complained that they spent substantial amounts of money on additional products and services without receiving what they expected.
The Phoenix New Times reported on customers who purchased Lapre’s programs and additional services costing hundreds or thousands of dollars, including one couple who said they spent approximately $8,000 on the Money Making Secrets package and other Lapre products. Another couple purchased the package and additional services for more than $1,190 and complained about not receiving promised materials. Phoenix New Times — Don Wan
That doesn’t mean nobody ever made money using a classified advertisement.
That’s not the point.
The point is that the existence of a few people who succeeded doesn’t prove that the average customer could reproduce the results being advertised.
And that’s something we need to remember today.
Because you’ll see the same thing online.
Someone shows you a screenshot of their revenue.
Someone shows you their house.
Someone shows you their car.
Someone shows you their YouTube analytics.
Someone tells you how much money they made.
But the real question isn’t:
“Did this person make money?”
The real question is:
“How many people who bought what they were selling achieved similar results?”
That’s a much harder question.
And it’s one that people should ask before spending their money.
Then Lapre Changed the Product
Eventually, Lapre moved beyond classified ads and 900 numbers.
He entered the vitamin business.
And this is where the story became much more serious.
His company promoted The Greatest Vitamin in the World through television infomercials.
But the business opportunity wasn’t simply about buying vitamins.
People were encouraged to purchase websites and participate in a system where they could make money by getting other people to buy the vitamins.
In a 2004 CBS News report, Lapre promoted the opportunity by telling viewers that if they got just 20 people to try the vitamin, the company would send them a $1,000 check. CBS News — Get-rich-quick plan a scam?
A Maryland administrative proceeding later documented several of Lapre’s claims in the infomercial, including promises of $1,000 payments for bringing in 20 new customers, potential lifetime monthly payments, and $5,000 bonuses for bringing in 100 new vitamin clients. Maryland Attorney General — Greatest Vitamin proceeding
Now look at how different that sounds from the original classified-ad business.
It’s still the same basic promise.
Here’s a way you can make money.
But now the system has become much more complicated.
You need a website.
You need customers.
You need people to buy the product.
You need to recruit or generate new customers.
And the person selling the opportunity is making money from the entire system.
CBS News reported on one customer who initially paid $35 for a website but eventually spent approximately $5,175 on additional products and services. CBS News — Get-rich-quick plan a scam?
That’s the part that really interests me.
Because when someone tells you that making money is easy, you have to look at the entire transaction.
How much does it cost to get started?
What else are you required to buy?
Where does the money actually come from?
Who is taking the financial risk?
And who gets paid regardless of whether you succeed?
Those questions matter.
Lapre was later indicted on federal charges involving mail fraud, wire fraud, conspiracy, and promotional money laundering related to the vitamin business. Prosecutors alleged that approximately 220,000 people were defrauded of about $52 million. Lapre died in an Arizona jail in October 2011, shortly before his trial was scheduled to begin, so the allegations were never resolved through a trial or conviction. CBS News — Don Lapre found dead in cell
The FDA had also warned Lapre in 2005 about claims that his vitamin products were intended to treat diseases including diabetes, heart disease, cancer, and other conditions. FDA Warning Letter — The Greatest Vitamin in the World
And that’s why I think Don Lapre is worth remembering.
Not because his story proves that every person selling an online course is a fraud.
It doesn’t.
It shows something more useful.
It shows how the promise of making money can itself become the product.
The classified advertisements were the product.
Then the 900-number opportunity.
Then the infomercial.
Then the vitamin business opportunity.
The product changed.
But the underlying promise remained remarkably similar:
You can make money too.
And that is exactly why I think people should be careful when they see the modern version of the same pitch on YouTube.
Then There Was Matthew Lesko
Then there was Matthew Lesko.
And Lesko is an especially interesting example because his story is more complicated.
He wasn’t simply selling a traditional get-rich-quick program.
His business was built around something that actually exists:
Government programs.
Lesko began working with government information decades ago. His company researched information about government programs, and in 1982 he published Getting Yours: The Complete Guide to Government Money. He went on to publish numerous books about government programs, benefits, grants, loans, and other sources of assistance. Washington Post — “Marked Man”
Eventually, he became famous for something almost impossible to miss.
The question marks.
His suits were covered in them.
And his television appearances became recognizable because he would promote the idea of finding “free money” from the government.
His books included titles such as:
Free Money to Change Your Life
Free Money to Pay Your Bills
Free Money to Quit Your Job
Free Money to Get a Better Home
Free Money for Entrepreneurs
Those titles tell you a lot about the appeal.
If you’re struggling with your bills…
Wouldn’t you want to know where the free money is?
If you want to start a business…
Wouldn’t you want to know whether the government will help fund it?
If you need to fix your house…
Wouldn’t you want to know whether there is a program that could help?
That’s a powerful sales message.
And there was some truth underneath it.
Government programs really do exist.
People really can qualify for government assistance, grants, loans, contracts, education programs, and other forms of support.
The problem is that “government programs exist” is very different from “the government has free money waiting for you.”
That distinction became important.
In 2004, the New York State Consumer Protection Board criticized Lesko’s advertising as misleading and said it contained exaggerations and half-truths about government grants. According to the Washington Post, the report also argued that much of the money Lesko described as “free money” actually came from public-assistance programs such as Food Stamps and Medicaid. Washington Post — “Marked Man”
And here’s another important part of the story.
Lesko himself acknowledged that buying one of his books wasn’t enough to simply receive a government check.
In a 2007 Washington Post profile, he said that some people had successfully found assistance through his information, but that the majority did not, because it took effort. Washington Post — “Marked Man”
That’s actually an important distinction.
Because there is a difference between:
“Here is information about programs that might exist.”
and:
“Here is a secret system that will get you free money.”
The first can be useful.
The second creates a completely different expectation.
And Lesko’s business model eventually expanded beyond books.
His websites and memberships offered access to large databases of government programs, research materials, applications, videos, and assistance.
His own website has marketed memberships that provide access to government programs and information, including monthly membership options. Matthew Lesko’s website
His current website continues that basic model. It currently advertises access to hundreds of thousands of government grants and programs and offers a $3 trial that automatically renews at $19.95 per month after seven days. Lesko — Free Money
And this is where I think the comparison to today’s internet economy becomes interesting.
Because the technology changed.
The business model didn’t necessarily disappear.
The old version was:
Watch the infomercial.
Call the 800 number.
Buy the book.
Get the information.
The modern version can be:
Watch the YouTube video.
Click the link.
Give them your email address.
Download the free guide.
Join the membership.
Buy the course.
It’s not identical.
But the structure is familiar.
The Important Difference With Lesko
And I think it’s important not to oversimplify Lesko’s story.
There are documented examples of people who said his information helped them find legitimate programs.
The Washington Post reported examples including people who found government assistance for home repairs, educational programs, and other projects after using Lesko’s books or information. Washington Post — “Marked Man”
Lesko’s own site also highlights success stories from people who say they found legitimate programs through his materials. Lesko Books
So I don’t think the lesson is:
“Everything Matthew Lesko sold was fake.”
That’s too simple.
The more useful lesson is this:
Information can be real while the way it is marketed can still create unrealistic expectations.
There really is government assistance.
There really are grants.
There really are programs people can qualify for.
But that doesn’t mean everybody qualifies.
It doesn’t mean the money is easy to get.
It doesn’t mean the government is handing out checks simply because someone bought a book.
And it doesn’t mean that buying information guarantees a financial result.
That’s a distinction worth remembering.
And it’s especially relevant today because government-grant scams are still common.
The FTC currently warns consumers about offers promising “free government money” for personal expenses, debt, home repairs, education, or other needs. The agency explains that legitimate government grants are generally awarded for specific purposes and that government agencies do not simply contact people who never applied and offer them money. FTC — How to avoid government grant scams
So when somebody tells you they know where to find the government’s “free money,” you should immediately ask:
What exactly is this program?
Who qualifies?
What are the requirements?
Is this actually a grant?
Is it a loan?
Is it a benefit program?
Is it available to individuals?
And why am I paying you to find information that the government itself publishes?
Those are reasonable questions.
And that’s ultimately why I think Lesko belongs in this conversation.
He demonstrates something slightly different from Don Lapre.
Lapre’s pitch was essentially:
“I know how to make money.”
Lesko’s pitch was closer to:
“I know where to find money and government programs that you don’t know about.”
But both built businesses around something people desperately wanted:
financial relief.
And that matters.
Because when someone is struggling financially, information can feel like a lifeline.
If you’re drowning in debt, unemployed, behind on your bills, or worried about losing your home, the idea that someone knows where the money is can be incredibly powerful.
That’s exactly when you need to slow down and ask questions.
Because sometimes you’re buying useful information.
And sometimes you’re buying the hope that the information will solve your financial problems.
Those are not the same thing.
The Old Infomercial Became the YouTube Channel
And this is where I think the connection between the past and the present becomes really important.
Don Lapre had television.
Matthew Lesko had television.
Today, these same kinds of pitches have something neither of them had:
YouTube.
And that’s a massive difference.
Because an infomercial had to buy television time.
A YouTube creator doesn’t necessarily have to buy anything.
They can upload a video for free.
They can make another one tomorrow.
And another one the next day.
They can build an audience over months or years.
They can reach millions of people without having to convince a television network to give them airtime.
And most importantly…
They can turn the entire process into a funnel.
Think about how the old system worked.
You would see the infomercial.
Someone would tell you about an opportunity.
They would show you the lifestyle.
They would tell you how much money was possible.
They would make the process sound simple.
Then they would give you a phone number.
You called.
You bought the product.
The product arrived at your house.
Maybe it was a book.
Maybe it was a tape.
Maybe it was a business opportunity.
Maybe it was some kind of information package.
Now compare that to YouTube.
You see the video.
Someone tells you about an opportunity.
They show you the lifestyle.
They tell you how much money is possible.
They make the process sound simple.
Then they tell you:
“Link in the description.”
And that’s where the modern version begins.
You click the link.
Maybe you’re sent to a website.
Maybe you’re offered a free guide.
Maybe you’re asked for your email address.
Maybe you’re invited to a free webinar.
Maybe you’re given a free course.
Maybe you’re encouraged to join a private community.
And eventually…
There’s something to buy.
The technology changed.
The delivery system changed.
The audience became global.
But the basic sales process can look remarkably familiar.
I know something you don’t know.
I’ll show you how to do it.
You can make money too.
That’s the pattern.
The Difference Is That YouTube Can Run the Infomercial Forever
And there’s another major difference.
The old infomercial had a limited amount of airtime.
A YouTube video doesn’t disappear when the commercial ends.
It can keep generating views.
It can keep appearing in search results.
It can keep being recommended by YouTube.
It can keep sending people to a website.
It can keep collecting potential customers.
It can keep selling a product.
A video made two years ago can potentially still be working for the person who made it.
That’s an incredibly powerful business model.
And again…
There’s nothing inherently wrong with that.
That’s business.
But it means we need to understand what we’re actually watching.
When somebody makes a YouTube video titled:
“How I Make $10,000 a Month From YouTube”
that video isn’t necessarily just information.
It may also be advertising.
When somebody makes a video titled:
“The Secret YouTube Strategy Nobody Is Talking About”
that may be information.
It may also be marketing.
When somebody tells you:
“I built a six-figure business with this simple system.”
that may be true.
But it can also be the beginning of a sales funnel.
The important thing is to recognize the possibility.
Because once you understand the business model, you can look at the video differently.
You’re no longer just asking:
“What are they teaching me?”
You’re also asking:
“What are they selling me?”
And:
“How do they make money if I believe them?”
Lapre Was Selling the Method
Look back at Don Lapre.
His pitch was essentially:
I discovered a way to make money using classified advertisements.
Then:
I’ll show you how to do it.
He sold manuals.
He sold information.
He promoted business opportunities.
He created television programs that promoted those opportunities.
And eventually his business expanded into other money-making opportunities.
The important part isn’t whether every individual idea he discussed was useless.
The important part is that the method itself became something that could be sold.
The promise of financial opportunity was the product.
And the Phoenix New Times account makes that business model particularly clear: Lapre’s initial programs led into additional products and services, with the publication describing this as the “back end” of the business and quoting Lapre saying that the company could not survive by selling the packages alone. Phoenix New Times — Don Wan
Lesko Was Selling Access to Information
Matthew Lesko was different.
His business was built around information about government programs.
And, as we’ve already seen, there were legitimate programs and legitimate information behind some of what he discussed.
But the marketing was built around something incredibly attractive:
Money that people didn’t know was available to them.
The books.
The television appearances.
The question-mark suits.
The databases.
The memberships.
The message was essentially:
“I know where the money is.”
And people paid for access to that information.
Again, there is an important distinction here.
Information can be legitimate.
A government program can be legitimate.
A person can genuinely help someone find something they didn’t know existed.
But that doesn’t mean the marketing should be accepted without questions.
And that’s the lesson I take from Lesko.
The information doesn’t necessarily have to be fake for the promise surrounding the information to become exaggerated.
That’s an important distinction.
Now Look at the YouTube Guru
Now bring that forward to today.
The YouTube guru says:
“I know how to make money on YouTube.”
They show you their channel.
They show you their views.
They show you screenshots.
They show you revenue numbers.
They show you expensive equipment.
They show you the lifestyle.
Then they tell you:
“I’ll show you how to do it too.”
And suddenly…
The information becomes the product.
The YouTube channel isn’t necessarily just the business.
The YouTube channel can become the advertisement for the business.
The video gets views.
The views can generate advertising revenue.
The video builds authority.
The authority builds trust.
The trust generates clicks.
The clicks generate email subscribers.
The email subscribers become potential customers.
The potential customers buy a course.
Some buy coaching.
Some join a membership.
Some buy software.
Some purchase affiliate products.
And the entire process can begin with a video that costs the viewer nothing to watch.
That’s incredibly different from a 1990s infomercial.
But the underlying psychological structure can be very similar.
I know something you don’t know.
I have achieved something you want.
I can show you how to do it.
You just need to follow my system.
And now…
Click the link.
The Audience Is Bigger Now
That’s probably the biggest difference between the old infomercial and the modern YouTube guru.
The audience.
Don Lapre had television viewers.
Matthew Lesko had television viewers and book buyers.
A modern YouTube creator can potentially reach people all over the world.
And they can reach them over and over again.
They can create an entire library of videos targeting different versions of the same desire.
How to make money.
How to start a business.
How to make money with AI.
How to make money with YouTube.
How to make money without showing your face.
How to make passive income.
How to quit your job.
How to make $10,000 a month.
How to make $100,000 a year.
How to become financially independent.
Each video can attract a slightly different audience.
But they’re all looking for essentially the same thing.
A way out.
And that’s what makes this particularly important to me.
Because the people watching these videos aren’t necessarily wealthy people looking for another investment opportunity.
Some are.
But some are unemployed.
Some are underemployed.
Some are drowning in debt.
Some are working jobs they hate.
Some are worried about losing their homes.
Some are trying to support their families.
Some are older workers who have been struggling to find work.
Some are simply tired of being broke.
And when somebody is in that position…
The promise of an easier life can be incredibly powerful.
That’s why I think people need to be especially careful.
The Dream Is the Product
And this brings me back to the title of this article.
The Secret to Getting Rich Is Selling It to People Trying to Get Rich.
I’m not saying that every person who teaches online is doing this intentionally.
I’m not saying every course is worthless.
I’m not saying every YouTube guru is lying.
I’m saying that there is a business model where the dream itself becomes the product.
The person isn’t necessarily selling you a job.
They’re not necessarily selling you a guaranteed business.
They’re selling you the possibility.
They’re selling you the system.
They’re selling you the blueprint.
They’re selling you access.
They’re selling you the belief that maybe…
This could be your way out.
And that’s powerful.
Because if you’re already financially comfortable, losing $500 on a course might be an annoyance.
If you’re unemployed and have $500 left in your bank account…
That’s completely different.
If you’re carrying thousands of dollars in credit-card debt…
That’s different.
If you’re worried about where your next rent payment is coming from…
That’s different.
The same sales pitch can have completely different consequences depending on who is hearing it.
That’s Why History Matters
This is why I keep coming back to Lapre and Lesko.
I’m not bringing them up because I think the past was exactly the same as today.
It wasn’t.
I’m bringing them up because they show us that selling information, opportunity, and financial hope is not a new business model.
Lapre had classified ads.
Then 900 numbers.
Then television.
Lesko had books.
Then television.
Then databases and memberships.
Today, someone can have:
YouTube.
TikTok.
Instagram.
A website.
An email list.
A podcast.
A Discord server.
A private community.
A course platform.
Affiliate links.
Sponsorships.
Coaching.
Software.
And all of those things can connect together.
The old infomercial had one salesperson talking to millions of viewers.
The modern internet can create an entire ecosystem around the same person.
And that ecosystem can be extremely profitable.
Again…
That doesn’t automatically make it dishonest.
It makes it a business.
And that’s exactly how I think we should look at it.
Don’t Confuse the Advertisement With the Evidence
This is probably the biggest lesson I want people to take from all of this.
If someone tells you:
“I made $1 million doing this.”
That’s a claim.
If someone shows you a screenshot of their revenue…
That’s evidence that they have a screenshot.
It isn’t necessarily evidence that their students can reproduce the result.
If someone tells you:
“My students are making six figures.”
That’s a claim.
If someone shows you three successful students…
That’s evidence that three people may have succeeded.
It doesn’t tell you what happened to everybody else.
And if someone tells you:
“This is the system that anyone can use to make money.”
That’s a much bigger claim.
That’s when I want to see much more evidence.
How many people bought it?
How many actually made money?
How much did they spend?
How long did it take?
How many quit?
How many failed?
How much work did they actually have to do?
How many additional products did they have to buy?
How much money does the person selling the course make from the course itself?
Those questions aren’t cynical.
They’re reasonable.
And That’s Where We Come Back to YouTube
Because this is what makes the YouTube guru different from somebody simply teaching a skill.
If someone teaches you how to edit video…
That’s a skill.
If someone teaches you how to use Photoshop…
That’s a skill.
If someone teaches you bookkeeping…
That’s a skill.
If someone teaches you how to repair computers…
That’s a skill.
You can evaluate the information.
You can practice it.
You can determine whether you’ve learned something.
But when someone sells you the promise of financial success, the product becomes much harder to evaluate.
Because the result depends on hundreds of things outside the teacher’s control.
The market.
Competition.
Timing.
Your skills.
Your work ethic.
Your financial situation.
Your ability to find customers.
Your ability to sell.
Your ability to adapt.
Your ability to survive when things don’t work.
And sometimes…
Luck.
That’s why I think the words “guaranteed,” “easy,” “automatic,” “passive,” “anyone can do it,” and “proven system” deserve extra scrutiny.
Because making money is usually more complicated than a YouTube thumbnail makes it look.
And if the person selling you the system makes money whether or not you succeed…
That’s something you should know before you buy.
The old infomercial salesperson had to convince you over thirty minutes.
The modern guru might have six months of videos convincing you.
The old salesperson had testimonials.
The modern guru has comments.
The old salesperson had a phone number.
The modern guru has a link.
The old salesperson sold a book.
The modern guru sells a PDF.
The old salesperson sold a seminar.
The modern guru sells a mastermind.
The old salesperson sold a business opportunity.
The modern guru sells a course.
The technology changed.
The fundamental sales pitch didn’t necessarily change with it.
And that’s why I think we should recognize it.
Not so we can automatically dismiss every person selling something online.
Not so we can call everyone a scammer.
But so we can look at the pitch with open eyes.
Be curious.
Be skeptical.
Ask questions.
Because sometimes the person teaching you how to make money really does have something valuable to teach.
And sometimes…
The thing they’re best at making money from is convincing you that they know how to make money.
That’s the distinction I’m interested in.
And that’s the reason I think the old infomercial didn’t really disappear.
It just got a camera, a YouTube account, and a link in the description.
Five Side Hustles You Can Actually Do From Home
Now, here’s where I want to make another distinction.
There are legitimate ways to make money from home.
You don’t need a guru to convince you that every opportunity is fake.
For example:
1. Freelance Services
If you have a skill that somebody needs, you can sell that skill.
Writing.
Graphic design.
Video editing.
Programming.
Bookkeeping.
Data entry.
Technical support.
Administrative work.
There are legitimate businesses built around these services.
But notice something.
You’re still working.
You’re providing something of value.
2. Online Tutoring or Teaching
If you’re good at a subject, you may be able to teach it.
Math.
Music.
Languages.
Computer skills.
Test preparation.
Again, you’re exchanging knowledge and time for money.
3. Virtual Assistance
Businesses need help with scheduling, email, customer service, research, data entry, and administrative work.
That work can sometimes be done remotely.
But once again…
It’s work.
4. Selling Something You Actually Make
Art.
Crafts.
Digital products.
Music.
Print-on-demand products.
Other goods.
There are legitimate ways to build businesses around products.
But building a product business doesn’t mean you become rich overnight.
5. Remote Freelance or Contract Work
Companies hire independent contractors for all kinds of jobs.
Technical work.
Customer service.
Writing.
IT.
Design.
Research.
Accounting.
Programming.
Again, the common denominator is pretty simple.
You’re providing something people are willing to pay for.
None of these examples promise that you’re going to become a millionaire next month.
And that’s exactly the point.
Notice What’s Missing
Notice what I didn’t say.
I didn’t tell you:
“Do this for three hours a day and you’ll make $10,000 a month.”
I didn’t tell you:
“Anyone can become a millionaire.”
I didn’t tell you:
“You don’t need experience.”
I didn’t tell you:
“The algorithm will do the work for you.”
I didn’t tell you:
“This is a guaranteed system.”
Because I can’t guarantee those things.
Nobody can.
The FTC has said plainly that there is no guaranteed way to make money. Its consumer guidance specifically warns about offers promising people that they can make large amounts of money through someone else’s method. FTC — How to Avoid Income Scams
That’s something people need to hear.
Especially when they’re struggling.
The Question I Keep Coming Back To
The question I keep coming back to is incredibly simple.
If this works so well, why are you selling me the method?
If you discovered a way to make millions…
Why sell me the instructions?
If the method is so easy…
Why do you need thousands of customers?
If your YouTube system is so profitable…
Why is teaching other people how to use it such an important part of your business?
Maybe there is a perfectly legitimate answer.
Maybe teaching is actually what they enjoy.
Maybe they genuinely want to help people.
Maybe they have built something valuable.
But I think it’s still a question worth asking.
Because the answer matters.
And What About Affiliate Links?
Affiliate marketing is another piece of this.
A creator recommends a product.
You click the link.
You buy something.
The creator receives a commission.
Again…
There’s nothing inherently wrong with that.
It’s a normal form of advertising.
YouTube itself has expanded shopping and affiliate opportunities for creators. YouTube — Shopping and creator monetization
But imagine a video titled:
“The Five Things You Need to Start Making Money Online.”
Then every item is linked through an affiliate link.
The creator makes money when you buy the products.
That’s not necessarily dishonest.
But now you understand the incentive.
The creator isn’t only trying to inform you.
They may also be trying to generate a sale.
And knowing that gives you more information with which to make your decision.
That’s what I’m talking about.
Be curious.
I’m Not Against Making Money Online
I’m not against making money online.
Obviously.
I’m building a website.
I’m making YouTube videos.
I’m trying to build something myself.
So I’m not going to sit here and tell you that making money online is impossible.
It’s not.
People make money online every day.
Some people make a lot of money.
Some people build entire businesses online.
Some people make a living creating content.
Some people create products and sell them.
Some people provide services.
Some people build successful YouTube channels.
That’s real.
The problem is when somebody takes the possibility that some people succeed and turns it into the promise that you will succeed if you buy their system.
Those are two completely different things.
This is not what I am wanting to offer, I don’t want to get anyone’s hopes up with a you’ll be rich if you follow my method course. It only cost a thousand dollars. No cheap clickbait titles like I made ten thousand dollars a day and you can too. The goal is to find a sustainable realistic income and try to find a way to survive in this hostile society.
What I Actually Want You to Take From This
I want to be clear about something.
The point of this article isn’t that I don’t like YouTubers who sell courses.
It’s not even that I think every course, mentor, coach, or online business program is a scam.
That’s not the point.
The point is that we’ve seen this before.
The names change.
The technology changes.
The platform changes.
The sales pitch changes.
But the promise is often remarkably similar.
You can get rich.
You can make thousands of dollars.
You can make millions.
You can do it from home.
You can do it with little experience.
You can do it quickly.
And now…
You can supposedly do it on YouTube.
That’s why I think the history matters.
Don Lapre had his tiny classified ads.
Matthew Lesko had his government-money books and television appearances.
Then came countless infomercials, business opportunities, seminars, coaching programs, and other systems promising people a way to make money.
Today, some of that same basic sales strategy exists on YouTube.
The difference is that now the infomercial can be uploaded every day.
And instead of calling a 1-800 number…
You click a link.
You enter your email address.
You watch another video.
You join a webinar.
You buy a course.
You join a community.
You schedule a coaching call.
The technology is different.
The basic sales psychology isn’t necessarily new.
That’s why I don’t want people to simply believe these promises because the person making them has a nice studio, expensive equipment, millions of views, or screenshots showing how much money they supposedly made.
I want people to be curious.
Ask questions.
Be skeptical.
Look for evidence.
And most importantly…
Don’t give someone your money simply because they told you that they know how to make you money.
Because if someone tells you they have discovered a reliable shortcut to becoming wealthy, there is a very simple question worth asking.
Why are they selling it to you?
If the system is so reliable…
Why isn’t that person simply using the system?
If they have discovered a repeatable way to make millions of dollars…
Why is selling the information about that system such an important part of their business?
If the real secret is that easy…
Why do they need you to buy the secret?
Those questions don’t automatically prove that someone is dishonest.
But they are questions worth asking.
And I think that’s the difference between being cynical and being skeptical.
Cynicism says:
“Everything is a scam.”
Skepticism says:
“Show me how this actually works.”
That’s a much healthier way to approach these things.
Because there is a huge difference between learning something useful and buying false hope.
And people who are unemployed, underemployed, buried in debt, or desperate to change their financial situation are especially vulnerable to promises of easy money.
When someone is struggling financially, the idea of finally finding the shortcut can be incredibly appealing.
That’s exactly when you need to slow down.
Read the fine print.
Research the person selling the program.
Look for independent evidence.
Look at what they are actually selling.
Ask how much money they make from the business they are teaching you to build.
Ask whether the people who bought the program actually achieved the results being advertised.
And ask the biggest question of all:
Is this person making money from the thing they’re teaching me, or are they making money from teaching me that I can make money?
Those are two very different things.
And there is another lesson I think gets lost in all of this.
There is no get-rich-quick scheme.
At least not in the way these videos often make it sound.
There are people who get lucky.
There are people who build successful businesses.
There are people who create something valuable at exactly the right time.
There are people who become wealthy.
There are people who make money online.
But that doesn’t mean there is a secret button you can push that makes you rich.
Most of the time, getting ahead takes work.
It takes time.
It takes learning.
It takes mistakes.
It takes persistence.
It takes adapting when something doesn’t work.
And sometimes…
It takes a lot longer than anybody wants to hear.
That’s not nearly as exciting as telling someone they can make $10,000 a month while sitting at home.
But it’s probably a lot closer to reality.
So I’m not telling you to stop watching these videos.
I’m not telling you that every course is worthless.
I’m not telling you that nobody can make money on YouTube.
I’m telling you to be curious.
Look at the business model.
Look at the incentives.
Look at the history.
Look at who is actually making the money.
And don’t confuse someone selling you the dream with someone proving that the dream works.
Because sometimes…
The product isn’t the secret to getting rich.
The product is the promise that you can get rich.
And if you’re going to spend your hard-earned money on that promise…
You should know the difference.
Maybe That’s the Real Secret
Maybe the real secret isn’t some hidden algorithm.
Maybe it isn’t a perfect thumbnail.
Maybe it isn’t a faceless channel.
Maybe it isn’t AI.
Maybe it isn’t some secret automation system.
Maybe it isn’t a course.
Maybe it isn’t a mastermind.
Maybe it isn’t a $5,000 coaching program.
Maybe the real secret is much less exciting.
Do something people actually value.
Get good at it.
Keep learning.
Keep working.
Make mistakes.
Learn from them.
Keep going.
And understand that success usually takes longer than the person selling you the dream wants you to believe.
There is no shortcut that somebody can guarantee you.
There is no secret that makes hard work disappear.
And there is no reason to hand over your money just because somebody promises that they have figured everything out.
If you want to learn something…
Learn it.
If you want to start a business…
Research it.
If you want to make YouTube videos…
Make YouTube videos.
If you want to sell something…
Build something people actually want.
But don’t let somebody convince you that buying their secret is the same thing as earning your success.
Because it isn’t.
Final Thoughts
I don’t think people should be afraid to try something new.
I don’t think people should stop learning.
I don’t think people should automatically assume that every online business opportunity is a scam.
And I certainly don’t think people should stop trying to improve their financial situation.
What I do think is that people should be skeptical when somebody promises them extraordinary financial results.
Especially when the person making the promise is asking them for money.
We’ve seen this business model before.
The classified advertisement became the infomercial.
The infomercial became the seminar.
The seminar became the coaching program.
The coaching program became the online course.
And now the online course can begin with a YouTube video.
The delivery system keeps changing.
The promise stays remarkably familiar.
Someone knows the secret.
Someone else wants the secret.
And the person selling the secret makes money from selling it.
That doesn’t prove the secret is worthless.
But it does mean you should ask questions before you buy it.
So if you see somebody telling you that they have discovered the secret to making millions on YouTube…
Don’t automatically believe them.
Don’t automatically call them a scammer either.
Be curious.
Look at the evidence.
Look at the business model.
Look at the incentives.
Look at the history.
Ask who is actually making the money.
And then make your own decision.
Because your money is yours.
And you shouldn’t have to buy someone’s dream just because they know how to sell it.
What Do You Think?
Everything in this article reflects my own experiences, observations, and opinions. They’re not the only perspective, and I don’t expect everyone to agree.
I’d genuinely like to hear yours.
Have you ever bought an online course, coaching program, or business opportunity because you believed it would help you make money?
Did it actually deliver what you expected?
Do you think YouTube gurus are genuinely teaching people useful skills, or do you think some have discovered that selling the promise of success can be more profitable than the thing they’re teaching?
Have you ever seen a modern money-making pitch that reminded you of the old infomercials?
And what questions do you think people should ask before spending their money on one of these programs?
Share your experience in the comments.
Be curious. Be skeptical. Ask questions.
About The Exploited Worker 138
The Exploited Worker 138 is an independent publication exploring work, layoffs, unemployment, artificial intelligence, automation, the economy, technology, and what it means to rebuild in a changing world.
The goal isn’t to pretend we have all the answers.
It’s to have the conversations that often don’t happen until after the job is gone.
Starting Over in a Broken System.