Why Storytellers Rule the World

Since the dawn of time, humans have been telling stories for entertainment, education, and persuasion.

What I've recently come to learn is...

The ability to tell a story is so powerful, you can literally change your life by learning this skill.

I'm not joking here. If you read this post, you will hold the power to change anything in your life...

Continue reading "Why Storytellers Rule the World"

What is your Copywriting DNA?

I've recently uncovered my "Copywriting DNA" blueprint...and in this blog post, you too will learn how to discover yours.

Before I tell you what mine is and what that means to you, let me tell you a little about me.

(Yes, I realize this is the opposite of what they tell you to do in copywriting but hey you're welcome to leave if you don't wanna discover yours.)

So my "Copywriting blueprint" is what I call

I- E2

Now bear in mind, these are terms I made up last night, so don't go searching this stuff up because you'll never find it.

* as it relates to copywriting, they are common terms.*

Anyway, back to me.

As a kid, I always had a super overactive imagination...and I was also super shy and introverted.

So I would always imagine I was someone else.

A power ranger maybe or Duke Nukem. That's why I loved video games for so long...

And at night I would dream about awesome stuff and I'd wake up and be all excited to tell my best friend about it.

Then he would get excited too.

This imagination trait is strong within me. You can probably also call it visualization, I guess.

I can still do this- except now I can do it with other people and they give my clients and I money.

Anyway, this trend of me "becoming" someone else stayed with me.

In my childhood, I was Goku powering up to super saiyan, launching a spirit bomb at Frieza.

In my teens, I was a rockstar. I played guitar for 7 hours a day until my fingers bled.

I was was highly addicted to video games...I loved being other people. Because I was unhappy with my own character.

In my early 20's, I was a body builder guy. I worked out non stop, mostly because I wanted girls to like me.

Then I became an engineer. I wanted to be smart and have a good career.

Then I became a door to door salesmen. I was determined to become an entrepreneur, so I learned how to "hustle" and persuade people (kinda).

Then I became a freelance copywriter.
I wanted to be the best in the world, so I studied day and night to become that person..

And then I transcended that once more to who and what I am now.

So for my copywriting DNA, as you can tell, my imagination and empathy muscles are over-developed.
They look like the Hulk next to Bruce Banner.

And because my empathy is so over-developed, persuasion came extremely natural to me. Once I realized what selling and copy is all about, it was an "aha" - I can be good at this!

I was excited...

Plus, my ability to think in visuals is overdeveloped.

I understand most people don't think like me, and I'm not saying my way is "right" and yours is wrong.

Because some people are Analytical, rational, and they want to figure out the perfect message before hitting send.

They think in numbers. Maybe they can't put themselves in others shoes, so they look to the great copywriters of the ages and try to emulate them.

Others are great at observing people and so they become masters of human behaviour.

So I can't tell you exactly what your copywriting DNA might be. You must look inside yourself to figure it out.

Now...So far we covered only two parts of my copywriting DNA.

Imagination and empathy.

And I'll admit, until recently, those two have served me relatively well.

I made a fairly comfortable living.
Some months I'd be riding high, and some months I'd be sweating bullets.

And I thought I was happy. But I wasn't.

Until I figured out how to unleash the third part of my own copywriting DNA.

The third E...

It will sound simple and maybe a bit "un-profound", boring even.

But it's made all the difference.

And the reason I called it IE2 and not I -E -E  is because the second E has supercharged my I and first E, making me exponentially better, not just a little better.

And the proof is that quite simply I've made more money within 2 days of unlocking this third E...than I made half of this year.

This month I am on track to make more than I made in 2 or 3 years.

And I am absolutely being dead serious here.

So if you can do this, you will have all the same power as I do, maybe more.

The third E is the power of enthusiasm and confidence.

How's the best way to describe it?

Well, truthfully, it's more like a lack of fear.

I have completely eliminated all my filters.

I no longer care if people make fun of me.

I no longer care if they don't buy from me.

Or if they say mean things about me, or if. my ad doesn't work, or if I lose money on an ad.

And it's been this simple mindset tweak, which has made all the difference.

While I can't unlock your copywriting DNA for youI can do one better...

I can teach you how to remove the same filters I have.

Maybe. I haven't done it yet, but I think I can.

So, the person writing this today, will not be the same person writing this blog next month, let alone next year.

He will still look like me, his drivers license will say Ben Byrne, but he will essentially be another person. And I'm excited about that.

In 5 years, people will look back at this post and realize, "Ah, that's how he did it...it all makes sense now."

But what will they be saying when they say that's how I did it?

You'll have to wait and see.

This will be my last post for 2017.

I wish you all the best.

If you want to join my email list, here's how you can do that.

Until next time,

Ben Byrne.



The Great Copywriting Myth: How You Mind-f**k Yourself

I hear it all the time...

"What do I say to get my customers to buy?"
"As a freelance copywriter, how do I charge higher fee's?"
"What type of copy would work for <insert niche here?>"
"How long should your VSL or sales letter be?"

"What makes the copywriters who charge $100,000 plus royalties for a sales letter different than the guys who charge $500?

On and on and on...

These are all various incarnations of what we lovingly refer to as, "Imposter Syndrome."

The idea we’re not good enough yet, we don’t know enough yet, we don’t have a big enough reputation yet, etc.

And in this post, we're going to banish the dreaded imposter syndrome from your mind, FOR GOOD!

You with me?

Let's get into it.

Continue reading "The Great Copywriting Myth: How You Mind-f**k Yourself"

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


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?

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.


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.


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.





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,


Oops, almost forget, here’s the link