Fake Gurus Are Everywhere. Here's How to Spot Them.

There's a new kind of scam running through creator circles, and AI is making it worse.

I've been in digital marketing for 25+ years. I've seen snake oil salesmen come and go. But what's happening now is different. The barrier to faking credibility has never been lower.

Lately I've been watching people sell courses who claim massive followings they don't have. Income screenshots that don't add up. "Years of experience" that started six months ago. Some of these people? I wouldn't have expected it from them. That's the part that stings.

Here's what's driving it: AI makes fabrication almost trivially easy. Fake testimonials. Manufactured case studies. Polished sales pages that say nothing but sound impressive. Someone with zero track record can now look indistinguishable from someone who's been in the trenches for a decade.

And aspiring creators are paying the price—literally—for courses that teach them nothing from people who've done nothing.

Let me be direct: I think this is wrong and despicable. But I'm not just here to complain. I want you to understand something more important—the long game.

Your personal brand is an asset that compounds over time. Every piece of content you put out, every claim you make, every promise you keep (or don't) adds up. People remember. The internet remembers.

Those quick cash grabs? They have a cost. And that cost is your future credibility.

Now, let's be clear about something: spinning your story is fine. Actually, it's smart. You can frame your experience in the best possible light. You can emphasize your wins and downplay your stumbles. You can position yourself as the expert in your specific niche even if you're still learning in others.

That's not lying. That's marketing.

But there's a line.

Flat-out fabrication? Saying you've made $500K when you haven't cracked $5K? Claiming you've worked with Fortune 500 brands when your biggest client was your cousin's lawn care business? That's not spin. That's fraud. And it will catch up with you.

If you're learning this game and looking for mentors, here's my advice:

Verify claims. If someone says they've generated millions in revenue, look for proof beyond their own testimonials. Check their LinkedIn. Look for press coverage. Ask around.

Watch for vague metrics. "Massive results" and "life-changing income" mean nothing. Real experts give specifics.

Check their timeline. If someone claims 10 years of experience but their oldest content is from 2023, something doesn't add up.

Trust your gut. If a deal sounds too good to be true—if someone promises you'll be making six figures in 30 days—it's a red flag.

Dreams of quick cash are seductive. I get it. But don't let short-term greed destroy your long-term reputation. This industry is smaller than you think. Word gets around. Your name is the only thing you truly own.

Build something real. Be honest about where you are in your journey. The creators who win long-term are the ones who show up authentically—not the ones who fake it until they're exposed.