We’ve all seen the ads on YouTube, and most of us have suspected something fishy is going on. Is Tai Lopez’s 67 Steps program legitimate, or just another self-help scam?
The internet abounds with charlatans, frauds, hucksters, and scam artists. Among them is Tai Lopez, the man you’ve probably seen plastered all over YouTube, bragging about driving his Lamborghini in the Hollywood hills and his brand-new bookshelves, curiously located inside his garage. He promises you too can achieve wealth, happiness, and success by following his “67 Steps” program, for the nominal fee of $67.00 a month. If you’re penniless and sleeping on a couch, as Tai claims he did “not that long ago”, you are subtly coerced into spending an exorbitant amount of money on a product that not only falls flat, but is almost entirely plagiarized from a book that costs about seventeen dollars.
In one of his video advertorials, he slyly encourages viewers to drop out of school, implying his program is all the instruction you need to be successful (and drive fast cars whenever you want). Don’t let the double-speak fool you. Notice how he immediately reiterates his comments after claiming he was “just kidding”, before launching into a full-blown sales pitch about his program. The manipulative sales technique will be familiar to anyone who has studied psychology, or fortified themselves against the ploys of pushy used car salesmen.
Before we delve into the specifics of the 67 Steps program, let’s learn a little bit more about Tai Lopez, how he actually earned his wealth, and what other projects he’s overseen during his sketchy career in entrepreneurship.
A Brief History of Tai Lopez
In his most infamous YouTube ad, which begins with some bragging about his new Lamborghini, Lopez claims he was broke “with only $47.00 in my bank account, sleeping on a couch in a mobile home.” A quick glance at his website’s About page elucidates on his supposed destitute situation. He dropped out of college and moved back in with his mother, something a little less dramatic than the vague statement in his video. It’s not an outright lie—you’ll find Mr. Lopez tells very few of those. But it is a somewhat deceitful exaggeration, just one in a never-ending series of sales techniques he employs to sell his program.
Lopez claims he convinced five multi-millionaire entrepreneurs to mentor him which, along with his propensity to read “a book a day”, led to his success. But before he shared his secrets to wealth and happiness with the world, Tai was busy running a number of nefarious dating websites.
In 2007 , he became the new owner of Elite Global Dating, LLC, which already had numerous dating websites under its belt. By 2015, the company owned almost a dozen of them. A quick Google search reveals a plethora of complaints about Elite Global Dating, indicating Lopez is either a very poor businessman or knowingly engaged in outright unethical practices.
Here are just a few complaints about the websites Mr. Lopez owns:
“Hi. There is a dating site currently named EliteMeeting.com It was formerly called MeetingMillionaires.com (had to change it because of their bad reputation. They’ll probably be changing it again bcz people like me are on too them and telling everyone). Please be aware of this site. It employs the old dating site trick: putting up a lot of beautiful women/men or successful men to lure you to pay the large fee to be able to contact them or read their email. PROBABLY 95% OF THE MEMBERS ARE FAKE.
I JUST signed up and got 1 or 2 emails a day from very attractive people. Their cheapest memership is $60 for 1 month! Can you believe this? The owner is trying to become a millionaire/billionaire off this. This is the most expensive dating site membership ever.
I HAVE NOT been scammed by them. Because I did not fall for all these members emailing me (I have a very high scam-o-meter : ) I was too smart and suspicious. But I am posting this to WARN anyone of this dating site.” — Brittney, Complaints Board.
“When you sign up for this site – the general free check it out part – you start to receive well timed out emails that are set up to look as though they are coming from people who are generally interested in you. Not an overload but a reasonable number of emails that make you think people who are already paying and sharing the same desire to date are actually interested in you. YOU ARE INDUCED TO SIGN UP.
Once you are signed up – and you respond to someone who initiated contact with you. They NEVER write back. NOT ONE of the people who originally emailed you. In short order you realize that they have a system in place that sends out these type of emails and that it is all FAKED.
I immediately asked for my money back. The owner TLo (profile name) (real name Tai Lopez) emailed me and said that he would but never gave back the money.” — Ripoff Report
If this is Tai Lopez’s idea of success, do you really want him as a mentor?
A Successful Salesman
If there’s anything positive to be said about Mr. Lopez, it’s his ability to sell a product. That, and the endless platitudes his videos offer are relatively harmless, if unoriginal (his disparaging of higher-education notwithstanding).
In the two-hour ordeal that is his introductory sales pitch for 69 Steps, Lopez successfully employs all six “universal principles” from Dr. Robert B. Cialdini’s bestselling book “Influence: The Psychology of Persuasion“. Take, for example, the Principle of Reciprocity, which he employs in the opening lines of his lengthy monologue. By offering to give the viewer something worth $100.00 just to watch the video, he dangles a reward in front of his marks like a carrot on a stick. It’s only at the end of the presentation that he makes himself clear: his vague offer turns into a “free gift” with the purchase of his program.
By flattering the viewer constantly (“If you’ve watched this much, you’re obviously pretty smart!”) and name-dropping successful entrepreneurs like Warren Buffet, he uses an age-old manipulation technique of letting the mark in on some ‘grand secret’, one he has merely discovered and wishes to share with YOU, of all people. He’s likable, he seems trustworthy, maybe he’s worth listening to. Maybe the $67.00 is worth it.
It isn’t. In fact, his best material can be found for free on YouTube. “Best” is used lightly, as he offers little in the way of original ideas and mostly apes content that’s more common sense than insightful advice. To conclude, let’s examine the 67 Steps program, and determine if it’s really worth the money.
67 Steps to Nowhere
Let’s clear the air: reviews for Tai Lopez’s program have been mixed. Few reviewers seem ready to call 67 Steps an outright scam, and that’s fair for a few reasons. Foremost, you do get what you pay for. That is to say, Lopez isn’t dishonest about what your $67.00 goes toward, he only exaggerates about the results you’ll achieve, and isn’t exactly upfront about some of the supposed features of the program.
And what do you get for your purchase? Sixty seven lengthy videos of Mr. Lopez offering advice on business, growth, and “wellness”. They’re full of rambling anecdotes and take a while to get to the point, but if you’re really enamored with his millionaire playboy persona, you might actually enjoy them.
The problem? Almost none of it is original. In fact, his 67 Step program seems to be plagiarized from the far superior self-help work “The Success Principals” by Jack Canfield, which contains a list of 64 steps nearly identical to Lopez’s. It costs $17.09 on Amazon.
The website Lucrative Online points out some additional problems with 67 Steps:
“There is definitely no community, and the 1-on-1 help from Tai comes in the form of an email which directs you to an information gathering survey. Thanks Tai! Oh, there is also a once a month conference call, but I have yet to experience that.”
You have to pay extra for those conference calls, by the way.
In conclusion, purchasing the 67 Steps program simply isn’t worth it. It’s like buying a $15.00 hot dog when the stand just across the street sells them for fifty cents. Actually, this whole street is full of hot dog carts, and they’re all cheaper (and probably tastier) than anything “Hollywood Hot Dogs by Tai” has to offer.