Ever been captivated by a coach who seemed too good to be true—magnetic, inspiring, and totally authentic—only to find yourself questioning how you ended up spending thousands, still feeling like you're not enough? 

You're not the only one.

In this episode, we’re diving into the darker side of online business, exploring how some leaders use cult-like tactics to build trust, manipulate your decisions, and keep you hooked. 

Topics discussed in this episode:

• How web celebs earn your trust and devotion through “authenticity.”

• How they maintain control once you’re inside the program.

• The BITE Model of Authoritarian Control 

• How to protect yourself from being swept up in the cult of personality.

For detailed show notes and links to everything mentioned in this episode, please visit duped.online. For more Duped, including monthly bonus episodes, join the Patreon. 

Ever felt weird reading someone’s sales email—like you just got trauma-dumped by a stranger?

You’re not imagining it. Vulnerability has become a marketing currency, and now everyone is oversharing in the name of sales.

If you've ever felt weird, guilty, or just plain uncomfortable reading a sales pitch wrapped in trauma, welcome to the cult of oversharing.

In this episode, we’re discussing how vulnerability has become THE marketing strategy—and how that creates ethical landmines for both the audience and the business owner.

Topics discussed in this episode:

• The rise of oversharing in online business. 

• How “share your story” advice goes off the rails and turns into lead generation through trauma.

• Social Penetration Theory and how marketing skips healthy relationship-building stages.

• How vulnerability is used to build trust, likability, and influence purchase behavior—sometimes unethically.

• Red flags to watch for so you don’t get sucked in by oversharing. 

For detailed show notes and links to everything mentioned in this episode, please visit duped.online. For more Duped, including monthly bonus episodes, join the Patreon.

Online business may keep rebranding itself, but the tropes? 

They never die—they just get slicker. 

In this episode, we’re walking down memory lane and revisiting The Very Tired Tropes of Online Business to see how the same old tactics have evolved in 2025. 

Spoiler: they’re back, sneakier than ever. 

Topics discussed in this episode:

• Definition of tropes in online business

• Sales tropes that are still thriving in 2025

• New sales tropes

• Relatability tropes 

• Shift from flashy luxury to curated “realness”

• Money tropes that are still everywhere

• Pivot tropes

• The disappearing act: online figures vanish and rebrand without context

• Ways you can protect yourself 

For detailed show notes and links to everything mentioned in this episode, please visit duped.online. For more Duped, including monthly bonus episodes, join the Patreon. 

Have you ever noticed how people online teach others to do the exact thing they have just learned?

Coaches coaching coaches. Creators teaching creators. Influencers teaching influencing.

It’s not innovation—it’s online business inception

In this episode, we’re exploring three tell-tale signs of Online Business inception, the online business inception pyramid scheme, and how to protect yourself.

Topics discussed in this episode:

• What is Online Business Inception?

• How success is often based on teaching the platform, not using it for real business. 

• Circular content strategies that recycle the same advice with little substance.

• Saturation of tactics leading to platform fatigue and diminishing returns.

• The hidden pyramid scheme.

• The shift from value creation to value extraction in the online space.

• How to protect yourself: vet advice, temper expectations, and spot patterns early.

For detailed show notes and links to everything mentioned in this episode, please visit duped.online. For more Duped, including monthly bonus episodes, join the Patreon.

What do MLMs, cults, and online coaches have in common? A whole lot of manipulation.

In this episode of Duped, we sit down with author and marketing critic Dr. Mara Einstein to unpack how cult tactics are being repackaged as “business strategy” in the online world. From collapsed marketing funnels to parasocial influencers and toxic coaching circles, we dig into the psychology behind it all.

If you’ve ever felt duped by an online guru or pressured by hustle culture, this one’s for you.

Topics discussed in this episode:

• Why Mara wrote Hoodwinked and how cult tactics show up in modern marketing

• The rise of “cult-lite” influencers and parasocial trust.

• What the “anxiety economy” is—and how it keeps us scrolling (and spending).

• How collapsing the marketing funnel impacts critical thinking and buyer behavior.

• Are algorithms today’s cult leaders?.

• Spotting psychological traps like truth bias and the illusory truth effect.

• Why the coaching industry—especially for women—can be uniquely harmful.

• What the future of ethical business might look like in toxic online spaces.

• Mara’s advice for anyone caught in a digital cult or shady coaching ecosystem.

For detailed show notes and links to everything mentioned in this episode, please visit duped.online. For more Duped, including monthly bonus episodes, join the Patreon.

Remember when the internet felt fun, helpful—even inspiring? Yeah, us too.

But lately? It’s feeling more like a digital junk drawer. 

In this episode of Duped, we’re talking about enshittification—what it is, how it shows up in your feed, and how AI is making it worse.

From AI-generated garbage content to platforms prioritizing profits over people, we’re breaking down how it all got so bad—and what we can do about it.

Topics discussed in this episode:

• What is enshittification and some examples. 

• How AI is accelerating enshittification

• Is AI the villain? Or can it be used responsibly?

• The real-world impact on consumers and business owners

• What to watch for with AI enshittification

For detailed show notes and links to everything mentioned in this episode, please visit duped.online.

For more Duped, including monthly bonus episodes, join the Patreon.

She cries on camera. Wears hoodies. Says she’s just like you, right before pitching her five-figure course.

She’s the BFF Next Door. And in 2025, she’s not just relatable; she’s a finely-tuned marketing machine.

In this episode, we’re diving into one of the most deceptively dangerous archetypes in the online business world: the BFF Next Door.

We discuss:

• Introduction to the BFF Next Door Archetype: Who she is and how she operates in the online business world.

• How vulnerability, relatability, and curated imperfection are used as sales tools.

• Why is this archetype so popular right now?

• The psychological impact of feeling connected to someone you don’t actually know.

• Why the BFF Next Door is more dangerous than traditional “bro marketers”.

• The issues with associating with problematic figures while claiming to be different.

For detailed show notes and links to everything mentioned in this episode, please visit duped.online.

For more Duped, including monthly bonus episodes, join the Patreon. 

2024 was a wild ride and, for many, incredibly economically challenging.

So, what exactly went down this year? 

In this episode of Duped, we’re diving in for a 2024 year-end recap, breaking down the year that was and talking about what’s headed our way for 2025.

We discuss:

• Why 2024 was rough economically for many businesses.

• How some businesses went all in on creative rebranding.

• How the pyramid scheme of life coaching began to crumble.

• The rise and fall of digital MRR.

• Why consumers are becoming more skeptical.

• How the FTC has stepped up to start implementing more regulation in the industry. 

• A warning about 2025. 

For detailed show notes and links to everything mentioned in this episode, please visit duped.online.

For more Duped, including monthly bonus episodes, join the Patreon.

Passive income! Life-changing results! Freedom! And all for a limited time only.  These are just a few typical tropes online businesses use to reel you in. 

Big promises that sound great on paper, and even though you’re maybe a little hesitant, you decide to give it a go. 

Unfortunately, in many cases, the dream we’re being sold quickly turns into a nightmare.  

So, how is an online business really legit and worth your investment?

In this episode of Duped, we’ll uncover the signs that an online business is going down faster than the Titanic. 

We discuss: 

• Five red flags to look for with online businesses.

• Specific warning signs for each one.

• What to look for when doing your due diligence vetting an online business.

• Five ways to identify a trustworthy program.

For detailed show notes and links to everything mentioned in this episode, please visit duped.online.

For more Duped, including monthly bonus episodes, join the Patreon.

Robert Cialdini’s book Influence: The Psychology of Persuasion has become ubiquitous in the online business community.

But are the principles Cialdini set forth being used in good faith

Spoiler alert: in many cases, nope, not at all.

In this episode, we get into part two of exploring Robert Cialidini and his code of ethics for anyone who uses his work. We examine the final four weapons of influence along with tips to protect yourself.

We discuss: 

• Cialdini’s ethics 

• Authority, Social Proof, Consistency and Unity

• What are they?

• How are they used in online business?

• How do you protect yourself against each one?

• Four specific tips to protect yourself as a consumer. 

For detailed show notes and links to everything mentioned in this episode, please visit duped.online.

For more Duped, including monthly bonus episodes, join the Patreon.