Generally, it works like this. You are minding your own business, Googling away for things like, "best online business," "make money online," or "home based business." You see opportunity after opportunity, promising the most for the least. One catches your eye. Let's call it "The Best Business Ever!" You do some further searches, and The Best Business Ever is starting to look great also. Then, it hits you. Right there, in the number one ppc slot on the right, you see the headline "The Shocking Truth About The Best Business Ever." To make sure you don't jump into anything prematurely, you decide you had better find out what this shocking truth is. You click on the link, and here is what you find:

"The Best Business Ever" is a scam. It may work for a very few people, but it won't work for you. What you need is "Better Than The Best Business Ever!" On and on it goes about Better Than The Best Business Ever. Nothing more is said about The Best Business Ever. You find out that the shocking truth is that it may work for some people, but it won't for you. Wow, you think. That would be a waste of money. You then start checking out Better Than The Best Business Ever, and (NO!) there in the paid ads you see it again, at the top, except this time it says, "The Shocking Truth About Better Than The Best Business Ever!"

Another tactic you will see a lot is the "Why I Didn't Join" approach. You can find "Why I Didn't Join" ads as quickly as you can the Shocking Truth ads. Basically, they tell you that I didn't join them because I joined this other (fill in the blank) program, and you should, too. I made over $100,000 in the first nine minutes. Both these approaches do the same thing, which is to take your attention away from the company or opportunity you are evaluating and point it at theirs.

So, how do you get around all this? First, get your information about a company from somebody associated with that company. It obviously works for some people, or you wouldn't have found it in the first place, so your question more accurately is can it work for you? As important as determining what you DO want is determining what you DON'T want. Develop your own list of characteristics the business must have, and stick to it. For instance, if you don't want to have hotel or home meetings, and that's the way this business is built, move on. If you want to be able to tell exactly what the business does on the front page of its website and it doesn't tell you, move on. I had thirteen characteristics on my list. It took me years to find a company that finally passed all thirteen tests.

There is, however, a shocking truth about this business. It works as advertised. Learn what I learned at .