Many so-called experts in marketing, PR, and SEO promise results but fail to deliver. They often use ineffective or unethical practices, causing harm to businesses that trust them.
If someone can’t demonstrate their expertise through their own work, why would anyone trust them to deliver results?
Adam’s cold email is just one example of this troubling trend. His message highlights the risks of working with self-proclaimed experts who overpromise and underdeliver.
Why Adam’s Email Highlights a Bigger Problem
Adam’s email is a symptom of a larger trend: people presenting themselves as experts without the skills to back it up. Let’s break this down further.
1. Misleading Practices
Adam’s subject line, “Getting new Leads | BlitzMetrics,” implied an affiliation with my company, BlitzMetrics. This tactic erodes trust and raises immediate red flags. Similarly, many self-proclaimed experts use misleading credentials or vague claims to establish credibility.
2. Lack of Personalization
Despite claiming to specialize in cold email, Adam’s outreach was generic and lacked any research about me or my business. This is a common issue with fake experts in various fields—they rely on one-size-fits-all strategies that don’t deliver results.
3. Vague or Unsupported Claims
Adam mentioned helping “clients like Tomorrow.io” but didn’t provide any specifics about the results achieved. This kind of vague bragging is also prevalent among fake PR agencies and digital marketers who promise the world but fail to deliver.
4. Harmful Gimmicks
The offer to donate to puppies might seem like a thoughtful gesture, but it’s a gimmick that distracts from the core value proposition. Many fake experts use flashy promises or irrelevant incentives to grab attention, masking their lack of expertise.
A Broader Trend: Fake Experts in Every Industry
Adam’s cold email is just one example of a larger issue. Here are other ways self-proclaimed experts deceive businesses:
Example 1: Fake SEO Promises from Get Branded Today
A friend of mine, running Lexi’s List Cleaning Services, paid $8,000 to an agency called Get Branded Today. A year later, the business saw no SEO benefits, forcing the owners to give up their dream.
Get Branded Today claimed to specialize in high-quality SEO, but a quick audit revealed spammy, irrelevant backlinks and no meaningful content on the website.
Worse, a Google search showed Get Branded Today had no branding, no real SEO expertise, and ranked for just six keywords with two visits a month. Despite charging thousands, their efforts failed to generate traffic or leads, leaving Lexi’s business worse off.
Example 2: Fake PR Agencies Promising Media Features
Empathy Firm, run by Gavin and Grant Lira, is a notorious example of a fake PR agency exploiting small businesses. They promise clients coverage in Forbes, Inc., and Entrepreneur for thousands of dollars, but the articles they deliver hold no SEO value and generate zero traffic.
Worse, their tactics include paying under-the-table fees to writers and placing clients’ faces on fake Forbes covers, misleading clients into believing they’ve gained meaningful media exposure. Despite charging hefty fees, their services are little more than vanity work that preys on the ignorance of unsuspecting clients.
Example 3: A Plumbing Company Scammed by Fake Digital Agencies
Andy Davis, CEO of Pilot Plumbing & Drain, paid thousands of dollars to digital marketing agencies promising improved SEO and ad performance. However, a quick audit revealed that the agencies relied on spammy backlinks, automated directory submissions, and irrelevant content.
Despite charging $5,690 a month, there was no evidence of real SEO work, and the site generated no significant traffic or leads.
These agencies even failed to maintain basic account access, losing control of Andy’s YouTube account and providing poor communication when asked for updates. Andy’s case highlights how fake digital marketers exploit small businesses by overcharging for ineffective strategies while delivering no tangible results.
Example 4: Paying for Media Features and Blue Check Marks
I was approached by someone promising to get me featured on Forbes, Entrepreneur, and Inc., along with verified blue check marks on Facebook and Twitter. A quick investigation revealed the truth: this person lacked a blue check mark and had no credible presence in the top publications they claimed to specialize in.
Their pitch exemplified a common scam where clients are charged thousands of dollars for media features that hold no SEO or traffic value.
These placements often come from paying under-the-table fees to contributors, resulting in articles that are nothing more than vanity pieces. It’s a deceptive practice designed to exploit those who don’t know better, offering no real benefit for business growth.
Example 5: $7,500 Scam for SEO Work
My friend Eric Skeldon paid $7,500 to an SEO expert, hoping to improve his online presence. Nine months later, there were no results, and the so-called expert vanished without a trace. Eric’s experience highlights the dangers of trusting individuals or agencies that fail to provide evidence of their capabilities.
The scammer’s website is now a parked GoDaddy page and a basic Google search shows no credible presence. This case underscores the importance of thoroughly vetting anyone offering digital marketing services and ensuring they practice what they preach.
The Danger of Hiring Fake Experts
Hiring people who don’t know what they’re doing doesn’t just waste your money—it can actively harm your business. Here’s how:
- Damaged Reputation: Poorly executed campaigns reflect poorly on your brand, leading to lost trust and credibility.
- Wasted Resources: Time and money spent on ineffective strategies are resources you can never get back.
- Missed Opportunities: Genuine opportunities for growth are lost when you work with incompetent providers who fail to deliver results.
What Effective Experts Look Like
Before hiring anyone to help with your business—whether it’s cold email, PR, digital marketing, or social media—ask these questions:
- Do they practice what they preach? Look at their own efforts. If they can’t effectively market themselves, they’re unlikely to succeed for you.
- Can they provide specific results? Avoid vague promises. Ask for concrete examples of results they’ve achieved for other clients.
- Are they transparent? Genuine experts are upfront about their strategies and willing to share insights.
Final Thoughts
The rise of fake experts is a warning for businesses everywhere. Ineffective practices from so-called professionals don’t just waste resources—they can harm your reputation and hinder your growth.
Whether it’s cold emailers, PR agencies, or digital marketers, always scrutinize their own efforts and demand tangible proof of their expertise. Don’t let fake experts take advantage of your trust. Your reputation and resources are too valuable to gamble on incompetence.
