By Michael Lovitch

Michael Lovitch's mission is to protect people from self-help scams while helping find safe, real solutions. Michael has a master's degree in Rhetoric from the University of California and has the unique ability to evaluate self-help programs without being distracted by slick marketing techniques. Michael's network of trusted hypnosis psychologists produces realistic self-help programs without the hype.

This is the second installment in a series of articles that will help you protect yourself from self-help scams.

In the first part of this series on self-help scam protection, I wrote about how to recognize and counter two deceptive methods commonly used by people selling self-help programs:  Guru techniques and false diplomas. 

Part 2 will focus on two more warning signs:

The Proof Event: In this case a psuedo proof event is created in order to verify that self-help training has worked. You might think this technique would be easy to spot, but you would be surprised.

One good example of this technique is the firewalk, a highly powerful proof event used by transformational self-help leaders. After being taught the self-help method, you get to prove how valuable the training really is by walking over hot coals without getting burnt ... A MIRACLE. 

Your newfound confidence leads you into step two. If phase one of this self-help training enabled you to walk across hot coals, then surely learning phase two will turn you into the super successful person you have always wanted to be. But then, you probably haven't had the chance to look behind the miracle.

In the case of the firewalk, there is no miracle. Charcoal is a poor conductor of heat and the skin on the bottom of your feet is thick. If you walk at a decent pace, it requires no special "powers of the mind" to get across unscathed.* 

A defense against being taken in by a pseudo proof event is to notice the pattern. First there will be a training, then immediately following, there will be a ritualized event designed to demonstrate the training's effectiveness. Be aware of the group dynamics and how it can affect your perceptions.

Also, look for other, more probable, explanations for any miraculous event. In the case of the firewalk, the explanation is physics and thick skin!

Moving Levels: This technique involves seducing you into progressive levels of self-help. After you reach one point, you are then persuaded to buy the next level, and then the next level, until the end of time (or the end of your budget).

It is extremely important that you are aware of this technique. The consequences of not recognizing this technique can seriously damage your bank account. Moving levels marketing is also becoming more pervasive, so make sure to look for the following pattern.

1. A free offer where you are invited to a one-night seminar at no cost, sent a free CD package, or are invited to a free "assessment." This is what the marketing world calls the hook.

2. A reasonably priced next step where you are promised the end goal. This step could include a weekend retreat, a CD package, or some type of initial "clearing."

3. A message that you have only just begun. There is usually intense follow-up to persuade you that you are on your way, but if you really want [happiness, enlightenment, true joy, etc.] then you need the next level. By the way, this level is more expensive.

4. Another message that you have really only just begun. At this level, you usually read or hear stories of miraculous transformations and are often invited to join a community that has been established to facilitate these transformations. You can also be offered a chance to end up being a trainer. Once you buy into this stage, you are a true believer.

5. This can go on almost indefinately.

This technique is used by personal encounter groups like Landmark (formely EST) and Scientology, and now is being used by some companies selling instant meditation CD programs. They get you to take small steps and always dangle the promise of some enlightened state, which of course you never enter unless you should make it into the inner circle.

The best way to protect yourself against this technique is to do a check before buying the first program or going to the first meeting. Make sure that if there are levels, they are clearly defined as to the goals and promises for each step. 

A good question to ask at the beginning is the total cost of completing all levels and what you can expect to have gained or achieved. My guess is that most companies engaging in moving level marketing will have a hard time giving you a direct unambiguous answer.

Always be careful about any company that charges you money to reach various stages of enlightenment. As far as I know enlightment is not for sale.

 *Leikind, Bernard J. and William J. McCarthy. "An Investigation of Firewalking," in The Hundredth Monkey and Other Paradigms of the Paranormal, ed. Kendrick Frazier (Buffalo, N.Y.: Prometheus Books, 1991).