For a free copy of the ebook 'The Essential Guide To Teaching Guitar' visit http://bit.ly/GuitarTeacherWanted This can be a tricky subject. Simon Sinek author of the book ‘Start With Why’ goes into great detail about manipulations. A manipulation is anything you do to sell a service or product that is not actually associated with your why or reason for being in business. In other words we are selling the dream of playing guitar. Our offering is a structured method for learning guitar that will help people achieve that dream efficiently. Nothing more, nothing less. If what we offer matches what we deliver (consistency) people are happy and word will naturally spread through the community. The reason word spreads is because consistency is actually very rare and anything rare becomes valuable and generally talked about.