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.

Here they are.

Myth 1: Webinars are DEAD!

Everything is dead, depending on who you listen to. I'm here to tell you they' re still running better than ever.
In fact, they're only just starting to get adopted by main stream, non internet-marketer peeps.

Webinars are being used to sell everything from courses, consulting, coaching, high ticket products, houses, generators, financial services, the list goes on.

Bottom line: It's a great idea to jump on the webinar train now.


Myth 2: Nobody will buy from my webinar because I'm not an authority.

This is a common form of what I lovingly refer to as "head-trash".
People WILL buy from you if you follow this simple formula...

The formula is what my home boy Frank Kern refers to as "Results in Advance".
In other words, demonstrating you can help them by actually helping them and being cool to them!

This post isn't about how to deliver results in advance or the actual content of the webinar script, that's a completely different animal and it would require a few hours to explain it all.

Just know there are multiple ways to pull off results in advance and you don't have to be an authority to pull any of them off.

Before we get on to myth 3, here's a quick commercial break.
I'm available to help you with YOUR webinar too! If you scroll down to the very bottom of this blog post, you'll see my cool free offer to help you with the form yiy can fill out to apply for it.

Back to the action, here's the next myth.

Myth 3: I'm uncomfortable selling on a webinar.

I understand a lot of people struggle to transition from educating to selling. It's unnatural for most people. It was for me too.

Most people think if you just give enough valuable information, people will buy from you. Alas, here in this place we call "reality", this rarely happens.

The solution is to have a strong transition and a well structured offer.
You can follow the classic NLP "Triple Fact" method, where you state two true facts and then you give them one you just made up.

For example: "You registered for this webinar because you're interested in learning about <getting this result> (fact 1), and you've watched up until now, (fact 2) so you know this is really going to help you. (fact 3)

Boom, transition to selling.

Then you can follow something like John Carltons simple 3 part offer formula.

Here's what I've got for you today.
(introduce the product)

Here's what it's going to do for you.
(Tell them the benefits)

Here's what I want you to do next.
(price, guarantee, call to action, deadline)

Once you're done that, recap everything you just said and close them!

This works pretty great if you're offering a simple service and you wanna get people on the phone.

However, if you're asking for the sale right on the webinar, you're gonna need to use some version of "The Stack".

For a quick and diry explanation, you can check out either Dotcom Secrets or Expert Secrets by Russell Brunson.

Here's the TL:DR version of the "stack".
You basically give them a bunch of bonuses and a make it really cool if they buy now, while making sure all those bonuses disappear if they don't buy within the next hour or so.
Usually they follow a value build and a price drop as well. If you've EVER watched an infomercial, you'll know what I mean.

"You're not going to pay $1000 for all this, you're not even going to pay $500! We thought about offering this all for $297 and that would be totally fair but for today only you can get everything included plus this awesome BONUS thing valued at half a bajillion dollars for just 2 easy payments of $29.97 plus shipping and handling. Call the number on your screen now!"

OKAY, moving onto the "Great Webinar Sales Secret" you done came here for!

I thought of this today because I was recently consulting with a nice gal from Ontario. She's been running her own webinar runs her own webinar selling back end business stuff to gym owners. Basically, she helps them do all the boring non marketing and sales stuff which people like me hate.

For the people who attend her webinar, enough of them book an application and turn into clients to make it profitable for her to keep advertising.
That's always good, however...

Her biggest problem was actually getting people to show up and attend the dang thing they commited to. Her dream show up rate was 15%. Currently she was getting around a 5 or 10.
(industry average for a good show up rate is 30-40%)

And it's totally natural for people not to show by the way. As people selling stuff on the internet, it's amazing we get anybody to take any kind of action, ever! Really. The fact you're reading till this point is mind boggling.

So here's the secret I wanted to tell you about today.

The most important part of the webinar is what you do BEFORE and AFTER the webinar itself...It's not what you say during the webinar.
(Although this certainly is critical too).

Here's the main problem I saw in her funnel.
She was hosting a live webinar once a month. And she advertised all month to get people to show up. Plus she was banking on a 7 part email sequence to do the heavy lifting and pre-selling for her before the attendants showed up.
To put it gently, this was not optimal.

Her post webinar sequence started one day after the webinar and she didn't segment whether the attendee's showed up or not. And naturally she didn't know who stuck around to see the offer but didn't buy. Another HUGE red flag and a massive opportunity for more money.

Finally, she was sending them back to a replay for a few days after the webinar. This is an enormous mistake as I'll explain in a bit.

So there's a lot of moving parts here which can be improved, because when you think about it, there are only a few things that have to happen in a successful webinar funnel.

  1. They have to click on an ad
  2. They have to register
  3. They have to show up
  4. They have to buy.

Easier said than done though, Amirite?

Doctor Ben's Orders...Take Two of These and Count All the Money You Make!

Here's what I suggested she do to immediately improve her response and sales.

The 7 part email sequence itself was very well written, even for my high-ish standards. However, it's super important to realize we're marketing to people on the internet.
That means they have distractions flying up 24/7 and they do NOT want to read our emails. After looking at her email numbers, the first email had a great open rate in the mid 30's and they plummeted after like a kamikazi pilot.

The first thing I suggested she try was simple.

Do more webinars!

I suggested she hold a webinar once per week. Because as every salesmen knows, delay is the death of the sale.
You don't want people waiting 15 days to catch your next webinar. They've already long forgotten within a few days max.

NEXT, I suggested she create two indoctrination videos. These do the job of pre-selling them on watching the video, establishing some goodwill, and answering their biggest objection.

On the first indoctrination video, I suggested she add a PDF download which is a fill in the blanks. The PDF teases the person with all the information they want to know and will learn on the webinar. You leave the tasty bits blank. This counts on most peoples OCD-like need to complete things.

For example, the number one sales secret on webinars is to focus more on ___ and ___, instead of ___.

See how that works?

Finally for the "before" section of her funnel, I suggested we really crank up the "show up emails" on the day of the webinar. I suggest at least 4 emails on the big day.

Moving on to the "After" stage.

The first thing I suggested she do is send an email 30 minutes after she made her offer. This will have a tremendous effect if you position it right.
I've seen this literally double sales.

Next, I told her to stop offering replays as this only is rewarding bad behavior.
You want to create genuine scarcity with your valuable training and you don't want to teach people it's okay to not commit to something they committed to! Got it? Great.

So what should you send people to instead?
Make an offer page! You set up a countdown for the offer you made on the webinar, you write it like a standard sales page with all the benefits and the price and all that fun stuff. Whatever offer you made at the end of the webinar. Cool?

I also suggested she focus on her biggest opportunity: People who saw the pitch, but didn't buy.
She needs to configure her email automation to magically speak with her webinar software and tag those who saw the pitch but didn't buy.

Why? Because these people are her BEST prospects. They're clearly interested, they just need a little push and they need special treatment.

For example, you can send these guys objection handling sequences and then countdown sequences.

All smart, money making tactics you can implement right away.

Now, if she does all that stuff, or even half of it, I'm willing to bet she'll be making 6 figures a month pretty quickly.

Now if you liked this stuff and you're serious about turning your webinar funnel into a winner (or making one in the first place),  I've opened up some time in my schedule to help you.

We'll get together on a 45 minute call. There, I'll go over the exact same process I took her through. On this call, I'll help you solve any issue you're currently facing... Whether it's nobody clicking on your ads, no registrations, nobody showing up, no sales, or not having webinar in the first place.
(You might not even NEED a webinar. I'll quickly tell you if one would make sense for your business, too)

And here's the best part.  I'm willing to do this all for FREE!

Why would I offer such a valuable service? It's really quite simple.

I love giving back to entrepreneurs and I really dig learning about other peoples businesses. Also, *gasp*- this is one way I get new clients.

If you want to become a client of mine, great! My flat retainer fees are currently $5000 a month or $10,000 a month. We can discuss what that buys you on our call if we're a good fit.

But check it out, this is NOT a sales pitch in disguise. At the end of our call if you feel like I've wasted my time and my advice isn't gonna help you, I'll gladly pay you $50 for your time.

Okay? Cool.
One last thing, this offer is NOT for everyone.

Here are my *Dream Dates* aka dream clients.

You're already advertising and you're selling an awesome product with testimonials to prove it.

You're selling a high ticket item over $3000, or you're willing to make a high ticket offer.

You have an email list of over 1000 prospects and buyers.

Plus you're a cool and friendly person!

If that's you, I placed a form below which you can fill out. It's a few non-invasive questions about your business and such.

Fill that out, I'll take a look at it and if we're a good fit, I'll reach out to schedule a conversation with you. Err, I mean, I'll have my executive assistant do that, because I'm very busy. And rich.

My desk smells of rich mahogany.

Anyway, here's the form.
Talk to you soon.

Ben Byrne




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


How Calculus Made Me a Better Copywriter

Ahoy ahoy,

So yesterday I was trying to learn some coding.

Why? No reason, I'm just a nerd.

Anyway, I can work my way around basic HTML and CSS...
But I decided to jump right into PHP. It's pretty advanced for me

I was way over my head.
It took me right back to my first year in engineering...

I was 25 when I went back to school for it... I hadn't done "real math" in 7 years.

Can you imagine going straight from barely being able to count on your fingers to advanced calculus right away?

If they had just said, "Okay class, welcome to mechanical engineering. Calculus test time!"

I would have flunked right out.

Luckily we started with the basics. You know, 2+2 =4 , basic algebra, the easy stuff.
And we worked our way up. Before long, I was doing calculus. Who woulda thought?

The point is, my teacher built up a solid foundation before we got to the advanced stuff.

So that's what I'm FORCING myself to do with learning coding.

I have to learn the basics of the language before I'm fluent, you know?

And so it is with copywriting...Most people do not take the time to build their foundation...
...To learn the language. Most people decide they want to become masters overnight and they want the ninja tricks.

The Effortless Persuasion Copywriting System ain't a bunch of advanced ninja tricks. It's the stone cold un-secksy foundation of writing copy that sells.

Yea, I threw in a way whiz-bang techniques for shock and awe, but the majority of it is principles you will use for the rest of your life.

PS. Not a subscriber to my daily email list? You're missing out!

Grab my notes on breakthrough advertising, plus a few more goodies below and join the party.

How to Lose Sales and Alienate Prospects

Today I wanted to share the number one reason I see most people fail at sales...It's dead obvious to me now, but people are still being taught to sell this way every day.

Approaching sales this way will result in more stress, more rejections, more wasted time, and way less sales than you could be making.

Even though I'm a copywriter now, I still consider myself a salesman first.

...So I'm always looking for ways be more effective at persuading. Whether that's through the written word, on the phone, or in person.

I've found if there's any 100% surefire way to "lose sales and alienate prospects" it's this...

Continue reading "How to Lose Sales and Alienate Prospects"

Know Thy Enemy

Every year the stakes get higher for starting your own business...

On one hand, we have access to more people and potential customers than ever with social media.

...On the other hand, competition has never been greater.

I'm not talking about actual competitors though. If you're a marketing consultant, your competitors aren't other marketing cosultants.

Ditto for any other business.

Want to know who your REAL competitor is?

Continue reading "Know Thy Enemy"