Last Wednesday evening, I took a break from my desk and went out and met a friend for a delightful Indian.

We had a catch-up about what we had both been on with in the past few months since we had seen each other.

He was telling me about his Dad, who is a real estate agent in Dubai, and they were at a big property conference down in London.

They sold a couple on investing in a luxury penthouse out there after just two hours of speaking with them, and when I tell you it wasn't cheap, it wasn't cheap.

I asked him how on earth they got to the point where they were willing to spend such a large amount of money in such a short period of time.

He explained that his Dad already had five units in the same building, so when it came to the sale, they trusted his word.

Now, as somebody who works in sales and marketing, I was fascinated by this enough to write it down in my notes to ponder the next day.

It got me thinking about some of the offers I work on, and some of the best-performing offers I see in the market at the moment.

What you'll find is that the majority of offers that scale to the heights of $100k - $1,000,000 a month follow the same pattern.

The people running the offers STILL do what they are teaching.

Take Charlie Morgan's EasyGrow offer.

How can you deny that his appointment booking strategies work when he has 10 full-time sales reps with full calendars every day?

Take Tony Robbins.

He still does everything he teaches every single day about mindset and re-wiring your brain for success.

Take Russell Brunson.

He uses funnels to sell EVERYTHING in EVERYONE of his businesses. Bonus points for using ClickFunnels for everything too.

Take Daniel Fazio & the boys at Client Ascension.

Hit $1.2m last month. They show people with B2B businesses how to scale. $700k of that revenue came from DFY B2B services.

Now, all of the examples I gave there are to do with people selling info/coaching/consulting.

It was deliberate because most people will start selling info as the easy way out of doing the thing they were doing before.

But when you stop doing the thing you were doing before, it feels disengenuous and the sophisticated people in the market will clock on very quickly that you are making your money from selling courses, rather than doing the thing that the course is about.

This creates what is called a "Credibility Collapse."

It would be like a personal trainer getting out of shape once they start focusing on their online coaching business.

The most successful info product sellers don't "graduate" from doing the thing to just teaching the thing.

They continue doing both.

Present tense. Active participation. Skin in the game.

One of the things I emphasise the most about my webinar offer is that we are actively doing this week in, week out for clients in different niches, selling different offers.

That's not an accident. It's deliberate positioning.

Because at the end of the day, sophisticated markets don't just buy what you say - they buy what you demonstrate.

If you're selling information, coaching, or consulting, take a hard look at whether you're still actively doing what you teach - and at what level.

Are you practising what you preach at a high level? Or have you fallen into the trap of becoming a "professional teacher" who no longer does the actual work?

You need to be in the trenches, dealing with the same challenges your clients face, discovering new solutions, and bringing those back to your audience.

To your success,

Charlie McCormack