How to Charge High Fee’s

"Ben- How do I raise my fees?"

This is a universal question across every profession.

Take copywriting for instance.

How come one copywriter can charge $20,000 for a sales letter..

While another one struggles to get $500?

If you've ever felt like you weren't getting paid as much as you should...

And you should be commanding higher fees...

This post is for you.

Continue reading "How to Charge High Fee’s"

The Great Webinar Sales Secret

G'day,

Today I wanted to share the number one secret to making "All dem Monies" with Webinars.

I assume you don't need edu-ma-cating on the value of a good webinar...but just in case you do, here's why you should start webinar-ing now.

There's no better or faster way to build a strong connection with your audience, to become an authority in your marketplace, to pre-sell folks on working with you, to build a powerful brand, and to make a whole dang boat load of cash than a webinar.

Got it?

Great. Before we get into the biggest webinar sales secret, let's clear the air of 3 big myths about webinars.

Continue reading "The Great Webinar Sales Secret"

How being an “Expert” can bankrupt you

You and I hear this every single day on social media.

“If you wanna make the big bucks, you gotta become an expert in your niche, an authority. A guru.” (Yuck)

That’s the pinnacle right? And how do you become one of them expert authorities?

Well you gotta give out content and build goodwill, DUH.

Hot diggity!

Well, naturally this means you better start giving away all your “top secrets.”

You better jump on Facebook live and start teaching your followers the 3 top ninja strategies for making all dem monies.

You better do a 90 day video challenge. (I just finished one. Where all my moneys?)

Try this for a good 3 or 4 months. Jab jab jab jab.

Time for the “right hook”. Aka, FINALLY asking them to buy from you…and…radio silence.

What gives, man?

Well if you buy into this “You must be an Expert” mentality, there can only be one answer.

Obviously you didn’t give enough free content. Obviously you must not be an authority yet…

So you do the only logical thing….

You keep “jabbing”. You keep creating goodwill. All in the hopes people will finally know you’re an expert.

(and they’ll buy your shit)

So off you go, making more content, more content, more content.

An endless hamster wheel of content later and you’re dead broke…
Living on food stamps, collecting coins under the couch cushions…and dying from scurvy because you couldn’t afford to buy an orange.

Here’s the problem with becoming an expert.

Experts are really teachers…

Do teachers deserve to make a million bucks per year? YES!
Do they make that much? NO!

Teachers get… apples.

They get whoopee cushions placed on their seats…

…and maybe, if they’re lucky, they get one of those teacher of the year mugs.

Experts = Teachers.

Teachers = Broke.

(no offense to teachers, you’re great people doing an incredible service and I love you all)

This story isn’t about my opinion on how much teachers and experts SHOULD get paid. This is about reality.

Because when it comes to business, the simple fact is experts are now a dime a dozen.

Everybody is an expert at Facebook ads or Copywriting or underwater basket weaving.

Bottom line: If you’re competing in the expert arena, you’re fighting for scraps.

However, DON’T get me wrong — I’m not saying you shouldn’t give value in your marketing. Not at all.

You just have to be smart about it. You have to stack the odds in your favor. You have to change the rules you’re playing by. (Getting sick of these platitudes yet? lol)

Check it out — there *is* a very specific framework you can follow.

Doing so gives people JUST enough to whet their appetite…just enough to make them want more…which they can only get once they buy from YOU. (queue evil laugh-muahah!)

And the best part is, you don’t have to be a “super expert" for this to work.
You don’t need to drown your market in free content and goodwill, either.

Anyone can do follow this easy system once they realize what they’re doing wrong…

Fair warning though, it can get weird. When you follow this framework, the people consuming your content will actually get chemically addicted to hearing from you.

Would you like to know how it works? Huh, would ya?

The “O.G.” FunnelHacker…

Do you know who the O.G. of all funnelhackers was?

(A funnelhacker is a term Russell Brunson made up - essentially it's a group of knuckleheads who "hack" other peoples funnels- AKA- blatantly rip off and copy successful businesses.)

HINT: It's not Russell Brunson.

I'll give you another hint, this mans descendants are in the top 20 of the richest people in Amurica...Have you figured it out yet?

What? You haven't'? Okay, i'll give you one last hint.

This dude created the business known for always having the lowest price, guaranteed.

The OG of all funnel hackers was Sam Walton...the creator of Wal-Mart.

Maybe  you don't believe me but it's true.

In his amazing autobiography, Made in America, Sam describes his early years before Wal-Mart.

He owned a "five and dime" store.
Like a 7/11 or a general store kinda dealio.

Anyway, across the street from his humble 1st store, he had a major competitor.
This guy got all the business in town.

Sams store was just tumbleweeds, dust bunnys, and broken dreams.

Naturally he did what every other funnelhacker does!

He shamelessly copied everything his competitor was doing.

From sales promotions, types of goods sold, prices, uniforms, marketing, right down to the type of toilet paper in the washroom.

Sam goes on to say how in his first 5 years of business, he spent more time in his competitors store than his own.

And this pattern continued throughout his entire life.

In fact, when Sam heard about a new Wal-Mart type of department store in Brazil, he flew down there and did the same thing....This actually got him thrown in jail.

The security guards found old Sam lying down in one of the aisles holding a measuring tape.
...He wanted to see how wide their aisles were.

Why? He said, "If they're doing anything we're not, I want to know about it."

Kinda cool, huh?

156 billion. (Queue Dr. Evil meme)
That's how much his family is worth, in case you didn't know.
(Probably a lot less now since Amazon has been kicking their ass).

Considering the ridiculous amount of wealth he created for the Walton family, maybe there's something to this funnel hacking stuff after all.

Now, am I suggesting you go out and mindlessly steal your competitors copy, funnel, products, marketing, pricing, etc? NO!

In fact, I'm completely against it...

Which is why I made my  7 Day Funnel training... So you wouldn't have to go out and rip people off.

After all, you're NEVER  going to have breakthroughs if you're always copying someone else.

It's gonna require critical think at some point.

Which is bad news if that.weird hunk of gray matter between your ears has dried up and withered away. In that case, you'll need a shortcut.

And that's where my system can help.

Grab it here while it's hot.

www.BenByrneMedia.com/7-day-funnel

I promise you can get a funnel up and running within 7 days using my system...and it works for selling products, services, consulting, coaching, ecommerce, and anything else your greedy little heart desires.

Talk soon.

Ben

PS. Where will your business be in 30 days from now if you DON'T get this handled? No doubt, you'll be constantly hunting down business, never focusing on expanding and growing your business.

You'll still be on the entrepreneurial rollercoaster. Without any real way of knowing if you'll be having a good month or if you'll be forced to dig through the couch to find change for ramen noodles.

And it doesn't have to be that way. Go here now.

www.BenByrneMedia.com/7-day-funnel

 

The 9 Pillars of Business Success

Today I wanted to share a business lesson which WILL make you more successful if you take it to heart.

Do you remember the original Karate Kid movie?

Growing up, that was one of my favorite movies.

The story line is a classic heroes journey. Loser kid gets redemption and becomes a kickass karate guy.

(I could really relate.)

But here's the marketing and business lesson I picked up.

Do you remember Mr Miyagi's classic training?

Wax on, wax off...

Painting the fence...

...In other words, mindlessly boring tasks.

The Karate Kid thought the old man was wasting his time.
"Why do you keep making me do these stupid chores!? I want to learn REAL karate!!"

Where's the flying kicks?
Where's the karate chops breaking through 3 boards?
Where's the 5 finger death punch, where the victims heart explodes after they walk 5 steps?

He wanted to learn the COOL stuff he saw in the movies. But this damn old man kept wasting his time with boring stuff...

And then as we all know, it turns out the advanced karate training WAS those simple, boring moves.

In other words, Mr Miyagi focused on teaching him the basics.

Not the roundhouse kick
Not the "flying dragon hidden monkey technique"
Not even the super secret "reverse throat-rip death claw" move.

What I didn’t realize as a kid was how true this principle is for the rest of life.
At least 80% of all results come from mastering the fundamentals.

The boring old basics.
The advanced stuff barely moves the needle.

Yet, most people want are just like the Karate kid. They want the hacks and the ninja tricks. Look at most internet marketers for instance.

Every newbie wants to know all the secret persuasion tactics and the killer promotion strategies… before they’ve even created an offer or made a single sale.

So the easy way to get ahead is by using the karate kid secret in your business.

You need a little "wax on" in your business.
You need a rock solid grasp of the fundamentals.

I’ve narrowed them down to 9 “pillars” for you.
And whenever I look at a new business, I always go through the pillars in this specific order.

1) Your market and knowing the market segment or niche you're going after.

There's a good reason this is number 1 on my list.
Getting just this one right is probably the most important thing you can do in business.

You can be a total screw up in every other category and still be successful if you have your target market dialed in.

How do we do this?

The first step is to make an avatar.

This is something you can do immediately after reading this post.

Just answer the following questions in as much detail as you can.

What are your ideal clients demographics? IE: Age, sex, job title, income, political standing, and so on.

Next, what are their psychographics?

What do they want? Why do they want it?
What are their fears and frustrations?
What are their objections to buying?

Which media do they consume? Are they on LinkedIn? Facebook? Are they Amish?

Next, have they bought your type of product or service before?

Finally, who are your competitors?

That's your homework.
Answer all those questions in as much detail as you can.

2) Your offer.

This is number 2 because you can't make an effective offer to someone you don't understand first.

So to get crystal clear on your offer, first become fully focused on your target market and avatar.
You have to know what makes them tick before you can make a good offer, so don't skip step 1!

Dominoes had one famous offer.

It was so good they grew into a 2 billion dollar nationwide brand almost overnight.

"Delicious Pizza delivered hot and fresh in 30 minutes -or its free!"

Ever ask yourself, "Why'd that work?"

The obvious answer is because other pizza companies were NOT delivering their pizza fast, or hot and fresh.

They also specifically targeted college towns.

Why? Because they're full of kids suffering from a bad case of the munchies...literally a starving market who is highly interested in getting pizza fast.

Why would they have the munchies? I have no idea...ahem, moving on.

For best results, you'll want to target the segment of your market with the most amount of money to spend, with the most amount of urgency for your product.

3) Your price point.

Once you know your offer, you need to know what price point to sell it at.
Again, this is entirely dependent on two things.

First) the segment of the market you want to serve.

Second) The value of your offer to that segment.

Here's a thought experiment you can try
Let's say you have a $5000 fitness coaching package.

Now, which of these 2 options would make your selling job easier?

Option A: The 19 year old college kid who loves working out, eating right, but hardly has two nickels to rub together.

Or Option B: The 51 year old stressed out executive. The overweight CEO who might literally die if she doesn't get results fast. To her, the $5000 is a pittance compared to the benefits she'll receive.

Such as more energy, more focus, the ability to deal with stress better, to make better decisions, to prolong her life so she can actually enjoy the fruits of her labor, the confidence which comes from being in amazing shape, the list goes on.

As you can guess, one option is fighting an uphill battle and the second is shooting fish in a barrel (to shamelessly mix metaphors).

There's always a market segment who wants your product NOW and they have the money to spend on it.

Find them.

4) Sales

Selling your product or service needs to be your top priority. The better you get at sales, the better chance your business has of success.

One piece of advice I picked up from Dan Kennedy is always tying your activities back to your goals.

In particular, revenue generating goals.
By those I mean talking to a potential prospect, upselling your current clients, asking for referrals, and so on.

The problem is, most people are completely full of "head trash'.
They don't have the right mindset for sales.
They consider it to be sleazy or beneath them.
They also think selling automatically means you have to be the pushy used car salesmen, or the annoying telemarketer who talks for 6 minutes before you can get one word in.

I know this "sales is yucky" feeling well, because I had it too!

News flash: It doesn't have to be that way.

You can make a TON of money selling in a "cool way." In fact, I wrote a book on how to do so.

To help you out, here's a few mindset tweaks you can make.

  1. You're offering real value in exchange for the money you're asking.  In fact, your client is getting 10 times more value than what they're paying you. (If they're not - Sell something better!)
  2. People will say no to you - it's natural and it's perfectly acceptable. That's what they're SUPPOSED to do.  Persistent follow up pays off in this situation. If they're assholes to you, that's fine too. On to the next one.
  3. Sales works because you're solving someones problem...and if they have a serious enough problem which you can solve, you're doing a real service to them.

That's all.

Repeat after me: Sales is good. I love sales because I'm helping others. The more I help others, the more I'm rewarded with money.

Moving on,

5) Message

Message put another way is the copy in your marketing.
This includes:
Your website, ads, business cards, every word you say to people which attract them to doing business with you in the first place.

Obviously I've chosen to specialize in messaging so I could go on about it all day.
However, notice I didn't put it first in our list?

That's for a very specific reason. Everything begins with your market. You can't write a message and try to graft it onto the market, you gotta do the opposite.

Dan Kennedy has a famous term called Message to Market Match.
The idea is tailoring your message so it speaks exactly to your market.
Sounds good at first, but I think this idea is backwards.

Market to message match puts the emphasis on the most important part of the term: The Market.

Once you find out what makes them tick, they'll write your message for you.

6) Funnel

Forget everything you heard about sales funnels and simply focus on the next question.

How do you take someone who does not know who you are all the way to doing repeat business with you?

This is the basic premise of a funnel.

And they can take many different shapes.

Sometimes it's a blog article, to an opt in for your email list, to emailing offers to jump on a call with you...

Sometimes it's a Fakebook ad, to a webinar, to an application, to a phone call with you...

And sometimes it's simply calling up businesses, getting appointments, meeting them, and closing them.

Their basic elements are as follows:

  1. Traffic Source.
  2. Opt in to become a lead
  3. Convert to a customer
  4. Buy again or refer you (optional but this is the goal)

Your sales funnel will depend on a few variables which we've already covered.

Your market, your price point and offer, and ultimately sales.

We can get fancy here and add automation so you don't have to be constantly following up with people, but let's save that for another post.

Finally, there's a hidden benefit to funnels not many others understand. The right funnel allows you to spend more money than your competitors to acquire a customer. If you can spend more to acquire a customer than anyone else, you win.

Next,

 

7) Traffic

I place traffic higher up on the list.
Why? Because I like to have everything in place before I start buying ads.
That includes my perfect avatar, messaging, automation sequences, offer, price point, sales process, positioning (which I'll get to in another article) and funnel.

Some like to do the opposite.
They follow the entrepreneurial style "ready fire aim" approach. There's no problem with that either.
I'd love to do so, but my engineering mind likes creating order out of the chaos. What can I say? I'm working through it.

Traffic is an essential element of your business though. You can't scale "free" as any entrepreneur will tell you. Real wealth comes from turning advertising into cash.

So regardless of whether you're a B2B or B2C business, you gotta crack the code on successfully (meaning profitably) advertising for your business.
Where does your target market hang out?  What messages do they like? Which funnel filters the best ones to you?

Luckily, if you follow my steps, you've already done this part - right?

Most people are terrified of paid traffic and I totally get it.
Most people don't even believe advertising works.
Thankfully I've been thoroughly brainwashed by direct response marketing. I'm about as obsessed with advertising and paid traffic as they come.

But you gotta tread carefully. Traffic is where all the bright and shiny object (BSO) monsters live. It seems like every week there's a new platform to advertise on. Frankly, it's exhausting keeping up with them all.

So before you try to master every source of traffic, choose one and conquer it.

(However, always have contingencies or back up traffic sources in place, because one is the worst number in business)

Speaking of business...

8) Your business model.

This is often the last thing people think of when they go into business...and that's a big mistake.

Your business model is simply what you do in exchange for money.

For instance, consulting might be two 30 minute phone calls a month where you advise the client and get paid a retainer. I'm a big fan of this model.

Or it could be performance based consulting where you get a percentage of the increase in revenue you provide. I'm a HUGE fan of this model.

Another great model is group coaching.

Here's one great way to fulfill group coaching.
If you have a subject which lends itself well to a curriculum structure, you can get a group of similar people together. They could be accountants, copywriters, or people who want to lose weight.

Next, you take them through your group coaching program so they all learn at the same time. Many of them will ask questions which the others might be thinking, so there's a synergistic effect for them.

And of course there's done for you services, affiliate marketing, ecommerce, or masterminds. They all have their pros and cons and it's important to pick one that suits you.

Truthfully, there are millions of business models to choose from so give it some serious thought.

9) What ties all of these things together?

Your Mindset.

Mindset may be the most important pillar of them all. If you have the right mindset, you can still win if you get everything else wrong.
Because with the right mindset, eventually you'll get all of the fundamentals right.

But with the wrong mindset, you can have everything else right and still lose.

Henry Ford had a quote.

"If you think you can, you're right. If you think you can't, you're also right."

Mindset mindset mindset.

I've read a ton of books on mindset. Here are some great ones.
Psychocybernetics by Maxwell Maltz, The Magic of Thinking Big, Never Eat Alone, No Excuses by Brian Tracy, No BS Wealth Attraction by Dan Kennedy, and Success Forces by Joe Sugarman.

Okay, I've given you enough to chew on today.

If you liked this, I've gone ahead and opened my schedule up for some one on one "Business Breakthrough" sessions.

We'll get on a call for about 45 minutes and I'll help you get clear on all these pillars. Next, we'll work out a strategy to help you hit your revenue goals for your business. You'll leave with a solid plan of attack for the next quarter.

However, since most people aren't even clear on their target market, usually we won't get to all 9 pillars in only 45 minutes. Still, that's the goal.

So if you're wondering why I would be offering free help, it's simple.

I love helping business owners using the skills I've acquired over the past few years and I know I can make a huge difference to any business, anywhere.

Plus I know you'll love the work we do together so much, you'll probably want to keep working together by becoming one of my clients.

With said said, keep in mind: this is NOT a sales pitch in disguise.
There's no hard sell at the end of this session, just an option to say yes or no if we're a good fit.

I plan on delivering real actionable value to your business so if you feel like I wasted even one second of your time, I'll gladly send $50 to you or your charity of choice.

However, my time is limited and I can't help everyone.

Here's my dream client.

You deliver an amazing result or product and you have testimonials from your happy customers to prove it.
Ideally you are offering a premium product at a premium price point (over $3000.)
Or you're willing to make such an offer if you knew how to market it right.

And preferably you should already be advertising, with a list of buyers and leads.

Those are the people who I can really over deliver great results to.

So if that's you there's a special form below. Go ahead and fill it out. Don't worry, it's a few uninstrusive questions about you and your business.

After that, we'll set up a skype call and I'll be talking to you soon.

Thanks for reading this, I hope you enjoyed reading this post as much as I did writing it for you.

Talk soon,

Ben Byrne.

 

 

Rules Vs Principles

Marketing is too full of rules and not enough principles.

Let me "mansplain" it to you.

In the words of Robert McKee, author of "Story",

A rule says you MUST do it this way.
A principle says "this works...and has throughout all time."

What are some "rules" in marketing?

You must nurture your email subs with "valyoo".
Always have a tripwire in your funnel.
Red CTA buttons are the best.
Long copy doesn't work anymore.
Video always beats writing.
Email marketing is being replaced by Facebook bots.
A 5 day soap opera sequence is the best type of email.

What about some principles?

Questions engage people and get attention.
Stories persuade us naturally.
People buy for emotional reasons over logical.
We pay to solve problems and the more urgent the problem, the more we'll pay.
Curiosity is a powerful force for selling.
People buy things for their own reasons not yours.

See the difference?

Rules are always absolutes. Only a Sith deals in absolutes.
Principles on the other hand are as true today as they were 20,000 years ago.

So what's the point?
Well, the first is if somebody is telling you how you MUST do X or Y, chances are good they don't know what they're talking about.

Secondly, the more you focus on principles, the more likely you'll be successful - especially in advertising and sales.

Try developing a checklist of proven principles every time you write an ad - if you like, maybe I'll create one to give away.

In the meantime, my book Introverted Selling Secrets is FINALLY ready to hit the publishers. (I've been putting it on the back burner).

You can get it here before it goes to the masses on amazon.

www.BenByrneMedia.com/introverted-selling-secrets

Not on the daily email list yet?
You're missing out!

When you opt in not only will you get daily marketing and sales tips (that you haven't heard everyone else saying), you'll also get a whole bunch of goodies like my Breakthrough Advertising notes by Eugene Schwartz!

Underwater Real Estate

In the 1920's, there was a "goldrush" most people have never heard of.

The sale of "Underwater Real Estate."

It sounds ridiculous thinking about it, but some con artists walked away with millions of dollars.

While their unsuspecting victims lost their shirts.

As they say, history always repeats itself.

I look around and see all kinds of examples of "underwater real estate" being sold.

Dan Kennedy coined the phrase "market to message match".

And the marketing results triangle which consists of market, media, and message.

Out of those 3, one is always presented as the newest shiny object.

Media.

In reality, media is inert without the other two forces in place.

For instance, all kinds of people think Shopify and Clickfunnels are going to make them instant millionaires.

Just more examples of underwater real estate being sold.

You need to get hip on the fundamentals of business so you don't get taken advantage of.

Here's a mini lesson.

Media consists of two things.

A place that attracts the eyeballs of a definable segment of the market...

And a delivery mechanism between the market and your message.

Nothing more.

One day it was a caveman drawing on a wall.
Then it was some Egyptian dudes writing out scrolls.

All the way up to telephones, fax machines, email, smart phones, Google, Facebook, Twitter, Snapchat, and so on.

The people who take the hardest hit are always the ones who focus on media first.

They never see the inevitable coming.

In the 80's, they were giving away television space.
Now it's insanely expensive.

In the early 2000's, you could buy Google adword keywords for a penny a click. Now a few clicks of the same keyword could cost you hundreds.

Facebook is heading in the same direction. It's not a matter of "if" but when.

Back in the day, you could make thousands of dollars as an affiliate using SEO tactics too - until one Google slap took it all away.

Shopify is heading in the same direction.

Now, what's the opposite of investing in underwater real estate?

Simple - focus on the other two sides of the "results triangle".

Market and message.

For starters, they change MUCH slower.

A message that sold to a market 100 years ago, will still sell to them today with a few tweaks in the language.

A market is a significant segment of the population who shares the same desires or problem with money to buy... and they can be reached affordably with advertising.

There will always be opportunities had by focusing on what the market wants and crafting the right message to appeal to them.

Just like there will always be another media popping up with boatloads of people yapping about how great this one is and how the rest are dead.

All of my courses focus on either the market or the message and if you don't know where to get started, here's something that will help fast forward your results.

www.BenByrneMedia.com/eps

 

 

 

The Truth About Almonds

“Is This Food the Bodybuilders New Best Friend or Worst Enemy?”

Hey Craig,

Today I wanted to tell you all about an amazing superfood I thought you would be particularly interested in. I know you take pride in your physique and you try your best to eat healthy, so I figured this would be right up your alley.

In a second, I’m going to show you exactly why they’re calling this food “the bodybuilders best friend”. You’ll see why it’s like one of nature’s perfect supplements.

It’s even been ranked in the top 50 most healthy foods of all time, with get this - over 29,000 studies on its many wonderful health benefits.

Here are just a handful of those benefits

-Eating a tiny portion a day can help you lose those stubborn extra pounds, especially around your belly.

-It helps you build muscle mass because its an amazing source of high quality protein

-It’s organic, vegan friendly and gluten free

-Regular consumption can help you have better, longer, and hotter sex.

-If you consistently include it in your diet, you’ll be able to run farther and lift longer (it’s like a cardiovascular system cleanse)

-It contains Vitamin E which helps give your skin a healthy, smooth glow. Plus, it’s even been shown to get rid of acne.

-There’s 64% of your daily recommended dose of magnesium, something most people are lacking in. Magnesium helps you sleep better, which is critical for building muscle and reducing stress.

-What’s more, this food keeps your gut healthy and fights constipation because it has one of the highest levels of fiber available in any food.

And it tastes amazing! You can eat it for breakfast, lunch, or supper.

I bet you’re dying to know what it is, aren't ya?

It’s organic almonds!

That’s right. Almonds are truly one of natures superfoods. They contain more vitamins than most multivitamins on the market, and they’re shown to reduce your chances of getting diabetes, heart disease, cancer, and a host of other scary diseases.

Here’s how they help you

Almonds have more anti oxidants than green tea and broccoli. That’s super important for you because antioxidants help fight off cancer causing inflammation. I’m sure you’ve heard of DOMS or delayed onset muscle soreness, right? That’s a by-product of inflammation.

Inflammation is truly a disaster when you let it run wild in your body. It can cause crippling rheumatoid arthritis, terminal cancer, even heart attacks.

Most of all, inflammation is a nightmare for your muscles. All that work you put in at the gym is basically reversed by inflammation.

Think of it like a little pyromaniac running through your bloodstream, setting your cells on fire. Inflammation’s so nasty, it can cause colitis which is excruciatingly painful, it can cause IBS (irritable bowel syndrome – making your life a living hell), Crohn’s disease, and obesity!

That’s not all either,
Our modern living style produces an ungodly amount of cortisol in our body. That's a major stress hormone.

Whenever we get into a fight or flight scenario, cortisol gets released. It increases your heart rate and gets your blood pumping. It’s not all bad though – it’s naturally elevated in the morning to help us get up out of bed.

However, when you combine elevated stress hormone levels caused by our diet and our lifestyle with the large doses of caffeine found in most pre-workouts -plus the amount of stress we put our bodies under as bodybuilders, it reaches red alert levels in our bloodstream.

Picture your brain constantly sounding the alarm thinking it’s under attack – is it any wonder so many people suffer from anxiety, stress, and fatigue?

Cortisol has also been linked to stubborn belly fat. You see, even if you workout and eat right, you won’t lose your belly fat if your levels of cortisol are elevated. Combine all of that with the stress a constant supply of Cortisol has on your heart – and it’s like walking around with a ticking time-bomb in your chest, ready to go off any minute.

Heart disease is the number one cause of death here in the United States, followed closely by Cancer. The typical bodybuilder diet contains a high level of protein as you know. If your diet consists of a higher than recommended amount of red meat, you’re at serious risk for a heart attack or a stroke within the next 10 to 15 years. That might not seem like it’s very far off, but it’s really just around the corner.

Do you really want to be suffering a heart attack before you’re 50? I sure don’t.

Almonds make your heart healthier by cleaning out your arteries, lowering your cholesterol and your blood pressure. This happens because of the higher than normal amount of fiber contained in each almond – something the typical American diet is woefully lacking, by the way.

Fiber attaches to the bad LDL cholesterol which is floating around your bloodstream, slowly clogging up your arteries walls, and it shuttles it away.

When your heart health improves you’ll have more energy, more stamina (especially in bed), lower chance of a premature death and stroke, plus you’ll be able to workout longer. Which is really the main thing. Well, that and the sex.

Almonds also have a natural ingredient that makes us feel more peaceful and lowers our stress levels and therefore our cortisol. That ingredient is magnesium, something most men are deficient in because it's not found naturally in very many foods. Magnesium also helps us fall asleep faster and have a more peaceful sleep altogether.

Did you know that the actor who played Superman had one rule for his workout routine which he was NOT allowed to break? That rule wasn't anything diet or exercise related - the rule was he was forced to sleep no less than 8 hours every night. Did you see the shape he was in for the new Superman movies? He was absolutely ripped!

There’s more – eating almonds actually lowers your blood sugar. This helps you in two ways.

First, you feel much fuller so you don’t have to eat as much throughout the day. When I get hungry I’m tempted to dig into junk food and almonds help me eat clean. (And train mean!)

Second, type 2 diabetes is the inevitable by-product of regular blood sugar spikes throughout the day. Historically, our caveman ancestors did not suffer from diabetes, heart disease, or rotting teeth because their diet was very low in carbohydrates.
Since almonds have so much fiber, eating them after a meal causes your blood sugar to get released into your blood stream much slower. This also prevents that familiar crash that happens after you eat. That's also why almonds are a staple of the paleo diet.

Sounds pretty great so far, right?

Before you jump on your feet and run to the nearest grocery store, I must warn you.

There’s a dark side to almonds I need to tell you about first.

You see, back in 2007, multiple salmonella outbreaks were traced back to a bad batch of almonds. The FDA sprang into action immediately and created new regulations to prevent future salmonella outbreaks. They now require all almonds produced in the United States to be pasteurized, just like milk.

What’s so bad about pasteurization?  Let me tell you

The process of pasteurization is really just dousing the almond crop with a thick soup of toxic chemicals and pesticides. While almonds USED to be known for their amazing superfood benefits, those pesticides counter that positive effect now.

It gets even worse – two of these pesticides have been linked to cancer causing agents, 4 are suspected of causing cancer, and 4 are known bee killers.

One of those known carcinogens is called Propylene Oxide.
Originally, PO was mainly used as motorcycle fuel. That was until the American Motorcycle and Hot Rod Association banned it because they found a lot of their mechanics were getting sick. It turns out they were breathing in noxious fumes caused by burning Propylene Oxide in the engines.

By the way, California produces 80% of the worlds almond supply.
That means virtually every almond on the market has been exposed to these pesticides and carcinogens.

Even the so called health food stores are selling the bad almonds. It's mind boggling nobody is talking about this.

My guess? It's being held tightly under wraps by the big players in the Almond industry.

What about organic almonds?
Yes, even organic almonds are sprayed with the same cancer causing chemical concoction too.

Before you swear off almonds forever, my research has shown there is one brand of almonds which has not been pasteurized with chemicals.

This other brand of almonds has been sterilized using a process known as steam pasteurization. As the name implies, they simply blast the almonds with 200-degree F steam which vaporizes any harmful bacteria.

Why aren’t all almonds pasteurized with steam?

The simple answer is corporate greed.

You see, almonds account for 11 billion dollars in sales for the state of California alone. That’s not including close to 27 billion dollars in annual GDP accrued from the supporting industries. Almond farming employs over 100,000 workers in the State of California.

Needless to say, there’s a lot of money involved.
And whenever there’s that much money involved, it’s inevitable that unscrupulous businesspeople will be drawn to it like moths to a flame.
Or more accurately, flies to a steaming turd.

I’m talkin about the kind of unscrupulous, conniving, shady scum-bag of a person who only cares about one thing. Their own pocketbook.
The publics safety? They don't even give it a second thought.

See, it’s much cheaper, easier, and faster to simply spray almonds with chemicals than it is to bathe them in steam. With the money they save from chemical treatment, they can easily afford to pay off a few cases of cancer linked back to their almonds.

It's a drop in the bucket compared to the amount they save in steam treatment facilities and man-hours.

The only company who guarantees every almond they sell has been steam pasteurized is the Wholefoods 365 organic brand. That’s why their almonds are more expensive than the kind you would see in the average supermarket, Walmart, or Costco.

As a policy, they would rather sell high quality, safe almonds than make a bit more profit by selling contaminated almonds.

Now if it were up to me, I’d throw all those other greedy bastards in jail and toss away the key, but unfortunately, it’s not.

The only suitable revenge is to spread the ugly truth about almonds with you, because you’re my friend and I think you need to know this stuff. Remember, almonds really are one of natures superfoods – as long as they’ve been steam pasteurized.

There’s a good reason they’ve been ranked as one of the top 50 healthiest foods of all time. For bodybuilders like us, people who care about our body and our health, it doesn’t make sense to put chemical junk into our system, does it?

Our bodies are like finely tuned Ferraris. It makes no sense to put cheap gasoline and oil into them.

You wouldn’t take tainted protein powder just because it was on sale, would you? Hell no! That would be stupid. Who knows how sick you could get.

We’re smarter than that. For you and I, we need a steady source of high quality protein, fiber, and all the multi vitamins we can get for those long grueling workout sessions.

Our body demands them. You could keep buying supplements and filling your body with junk, or you could take all-natural almonds and see virtually the same benefits as supplements for half the price.

It’s a pretty brain-dead simple decision for me.

I’m going to choose the natural route every time.

You'd have to be suicidal not to!

By the way, by far the coolest part about Wholefoods is they deliver food right to your door, sometimes in the same day or overnight. You never need to fight traffic driving to their store, or waste precious time wandering around looking for that one item. It’s super convenient for me because I never have the time or energy to go to the grocery store after a long workout.

They even have a special promotion on right now, where if you order by the end of this week, they’ll send you a 16 oz bag with free shipping, no strings attached. That’s a whole months supply. Plus if you don’t like their almonds for any reason, you can send the bag back half empty and still get your money back.
That’s a pretty square deal you’re not going to see anywhere else.

Now I probably sound like a Whole Foods little fanboy, but I’m not. They aren't paying me anything to tell you this.

I just care about you because you’re a good friend of mine and I thought you would be interested in the ugly truth about almonds.
Please do me one favor and share this with a friend whom you feel needs to hear it. If they’re eating almonds regularly, it could literally  be a matter of life or death.

Anway, I better be going now. I’m getting pretty hungry with all this talk of food and this letter has gone on long enough.

I’ll see you at the gym soon, K?

Your friend,

Ben

Oops, almost forget, here’s the link