• The “Indiana Jones” trap you must escape if you want to make even a nickel from your product. (And it doesn't matter how good your product is - cures cancer, feeds the poor, magically remakes the last season of Game of Thrones, doesn't matter - this trap will doom you to marketing oblivion if you can't get out.) Page 1

• The “A-pile” rule (which 99% of marketing emails break) the world’s greatest copywriter used to write his first ever winning sales letter. Fun fact: his sales letter was so outrageously successful, it became the most widely mailed sales letter in history… pulling in 20,000 orders per day, raking in $2 BILLION over its lifetime.. and forcing said copywriter to employ 40 women… just to take cheques to the bank! Page 4

• The writing aphorism of a 1950’s “Mad Men” era copywriter… and how it was used to write maybe the most successful headline in history. (This headline drove the people of Los Angeles into such a frenzy… on a weekday afternoon… the fire department had to be called to stop people getting trampled to death!) Take this aphorism on page 6 to heart, and you’ll never write a dull email again. 

• Why making your emails “visually appealing” is perhaps the quickest way to get your emails lumped into the Promo folder, deleted, or even worse, reported as spam, which’ll hurt your sending reputation and can even get you banned from your ESP. Page 6

• The 1st goal of every email you write. (Hint: It’s not “Get Attention”, or “Bowl the prospect over with wild claims”). Look at the most successful ads from the “hey-day” of advertising, and you’ll see this principle on page 5 in action.

• Why salt-of-the-Earth people (which you’re likely selling to) hate marketers, salesmen and lawyers. No, it’s not “lack of ethics”, or “sliminess”... although any good person would hate that too. It’s a trait you can see as clear as a severed head in a pickle-jar in most marketing emails today. Page 9

• A sales principle - which was masterfully used and yes, ABUSED, by one of the most UN-ethical salesmen in history - which you can use 100% ethically to write emails your customers will love reading and buying from. (FYI: This salesman was such a debaucherous scumbag, he scammed his clients for $200 million and even got put in a famous Hollywood movie.) Page 10

• Why talking about your product's features and benefits is the easiest way to KILL the sale. Page 11

• A dumb email rule which you’d never follow for your personal emails… yet we blindly follow (with disastrous results) for our business’s emails. Page 6 

• The “Polly-Anna principle” that will kill your email sales, and the “P” word you should be using instead. (I experienced this first-hand back when I worked in the fishing industry and was toying with hiring a strength coach. In seconds, I went from a heel-dragging “fence-sitter” to a prospect willing to jump through flaming hoops to buy, which benefitted not only myself, but the coach’s business to the tune of thousands of dollars over the next 2 years.) Page 14

• A simple persuasion technique - which on the surface looks a bit “shady” - yet is used by parents, preachers and doctors ethically day in day out to win more “business” and get the best outcomes for their kids, congregation and patients. Once you know this tactic, not only will people be unable to NOT read your emails, but you’ll find you’ll start selling more, too. 

True story:

I once watched a video of a 7-figure business owner named Owen who got real sloppy with his dental health. And after putting off dentist appointments for 2 years, serious tooth pain eventually forces him to go, and it turns out he needs extremely painful dental surgery to fix it. 

So there’s Owen, in the post-surgery video, sitting on the dentist chair, blood pouring out of his mouth... and he says:

"I wish the dentist had tried "selling me" on booking an appointment a year earlier.. woulda saved me a whole lot of pain."

Meaning:

If the dentist had used the ethical technique I discussed on page 15, not only would he have put more money through his cash register and felt less guilty about selling... but he also would've spared his patient from an afternoon (and possibly many weeks) of agony.

Alright.

Here’s what else you’ll learn in this report:

• The area of the brain your emails & copy MUST speak to in order to influence people and get the sale. (If you don’t activate this brain region, it’s nigh on impossible to get the sale. No, seriously. People who’ve had this part of the brain removed or damaged by tumours are physically incapable of deciding - much less buying - anything). Page 18

• Why I wouldn’t touch my competitors’ copy, strategy or tactics with a barge-pole… even if they were working for ‘em like gangbusters! (I learned this from the “King” of cold email, who launched his career off sending a completely inappropriate email he dashed off when he was black-out drunk). Page 27

• The “Frodo Baggins” technique of putting yourself into a “Category of One”, where your competitors all look hopelessly identical, leaving you the “no-brainer” option for your prospects. (This explains why Microsoft has about the same sex appeal as Bill Gates, yet Apple has hordes of fans camping outside their stores to buy an overpriced iPhone that’s practically the same as the one they bought a few months prior). Page 28

• A warfare principle used by the Allies on “D-Day” to storm the beaches of Normandy and overcome Hitler’s “Atlantic Wall” which you must know for closing out an email. (If you don’t know this, your email will flop, no matter how good the rest of your email is.) Page 30

And finally…

A mindset shift from arguably the “GOAT” of basketball to make every email you send out something your reader will look forward to (page 24), why your Uncle Jimbo getting decapitated is more persuasive than reams of stats from the Ministry of Transport (page 25), how to stop turning into the boring-ass pHD student from Good Will Hunting every time you write an email (page 25), why Aristotle would likely roll in his grave if he read your average marketing email in 2024 (page 19), and why Ben Shapiro would be the worst salesman / email marketer in the world (no, it’s got nothing to do with his voice or his politics). (Also page 19).