First 3 Secrets of

5 MILLION-DOLLAR EMAIL
COPY SECRETS
By Kevin Cook
Copyright © 2022 Cavernous Educational Innovations

Follow These Secrets, Make 7 Figures.

Ignore These Secrets, and Watch Your Competition -- or lame AI

bots -- Take All.

That’s why you paid $997 for THIS 100-page Manifesto. Because I’m not
giving away these secrets to just anyone.

Especially not to someone who will never use them, or just pass them
around like some freebie e-book they never made a commitment to.

You paid top-dollar for a reason. And you know in your heart you can write
better copy for your audience than an AI bot! Now use THIS to crush it!
Your investment should see a return of 100,000%.

That’s right. You can turn the ideas in this $1,000 program into $1 million.

And know that I made THIS Manifesto super simple to follow and learn
from. I also made it short so you could print it and treat it as a workbook,
making notes, scribbling new ideas in the margin. Once a quarter, you
should print these timeless concepts again and do it all over. Save all the
copies for review too.
I don’t want it to end up in a drawer or lost in the cloud. I want you to use it,
profit from it, and tell me about it.

My Promise: If you master this foundational structure -- which I have

painstakingly assembled in the clearest and simplest way possible -- you
will have exceptional strategy and skills to…

Write more sophisticated copy like landing pages, long-form sales letters,
upsell and downsell funnel pages, elaborate email sequences and
autoresponders, Facebook ads, webinars, and VSL scripts. Even your
favorite charity and not-for-profit campaigns will greatly benefit!

Plus, you will be able to tackle what is arguably the most difficult copy: the
direct response mail piece, and its cousins, the brochure and single-page
offer inside of a book. These super-compact persuasion messages are a
work of art that Todd Brown collects and sells for thousands in a huge
swipe file -- since you can’t find them on the web. I collect them too.

Plus-plus: You could extend your mastery of short email copy into live sales
presentations where you speak and sell from live and virtual stages. This is
the ultimate art and science you see from ninjas like Russell Brunson,
Coach Burt, and Eli Wilde, the top sales trainer for Tony Robbins.

Plus-plus-plus: After you’ve mastered the skills of direct marketing to your

email list(s), or those of your clients, you will have a better sense of
marketing psychology and branding than most professionals.

Why do I say this?

Because you will have measurable results that show you know how to sell
in email and that “proof of work” is the foundation of branding success. In
short, the person who can sell in email can create the best branding
messages and designs because they’ve done all the experimentation to
know what captures, inspires, motivates, and persuades in as few words as
possible… and with beautiful unity and exquisite congruence.
 May the Secrets Be With You.

Introduction

There is barely an introduction because we don’t have time to waste in

preventing you from destroying your email list. And there might be no “table
of contents” for the 5 Secrets because I don’t want you to skip ahead. You
need to go in order. I’ll just say this…

I get over 200 emails every day from marketers. I am definitely not a
zero-inbox person. I’m on a lot of email lists because I do a lot of research,
and I love it all. I love to study how people build businesses, develop
relationships, convert their offers, grow their success, and create raving
life-long fans.

Here’s the thing: most of them have terrible copy. I feel bad for them
because I know they are struggling. I don’t want you to be one of them.
Lots of small and medium sized business owners could use some serious
help. That’s why I wrote this.

So let’s jump right into the secrets!

Secret #1: PURPOSE

Law #1: You must know your PURPOSE for any email you write. It will
define and shape the Golden Thread that connects and informs every
puzzle piece, from beginning to end, with zero distractions or tangents
(unless they are intentional parts of your purpose). Your PURPOSE will
drive the action you want your reader to take. It is the mission-plan for your
communication effort and it will design and unify the other 4 Secrets.

Your PURPOSE creates the Golden Thread that carries your reader’s
attention from the opening click to the specified action you want them to
take -- even if that action is just learning something so that they remember
the value they find in their relationship with you.

If you don’t know what you want your prospect to do, or learn, you should
NEVER write an email to send them. And this is even more critical with a
strictly “educational” email, which we’ll cover in more detail in Secret #2.

Sending an email that is not ON-PURPOSE is actually the worst thing

you can do to your email list.

Know why?

Because you will confuse or annoy them.

That’s what vague, meandering, unpurposed writing does.

Don’t believe me.

Think of the last time you got stuck listening to a boring speech,
disorganized presentation, or a person telling a self-absorbed story, or
three, about their life with no end in sight.
The speaker is oblivious to his or her audience. They have no audience
awareness. They are the epitome of obtuse.

At some point, you were either so bored, confused, or even annoyed that
your brain hurt… and it started to show on your face (or you forced a phony
smile).

One of my business mentors, Ash Ghandehari, calls these “prison-tations”

for obvious reasons. We feel trapped like an animal in a cage.

Do you really want to do that to your prospects and customers?

I don’t think so.

Because a prospect who is confused or annoyed by your emails will do one

of 3 things -- to avoid that pain in the future -- that you’re really not going to
like.

They will…

1. Rarely open new emails from you

2. Simply ignore you from now on
3. Unsubscribe

Ouch! But true.

A purposeless email is like a limp-fish handshake.

Or a bad drive-through meal.

It’s like one of those excruciating and endless meetings we get stuck in
once a month…

Or worse…
It’s like a bad date!

Have I made the point sharply enough?

You don’t want your emails to be an unsatisfying meal, a brain drain

meeting, or a bad date, right?

Then let’s study the elements of well-purposed emails.

The 3 Essentials of Email PURPOSE

1. Decide and believe in what action you want the reader to take.
2. Craft that purpose all the way through and never divert. This is your
Golden Thread.
3. Close your email by reminding them, inviting them, bribing them, or
even urging them to take that action for their own good, not yours.

That last essential may sound “pushy” or “needy.”

But it’s not. In sales, it’s called “the ask.”

Sometimes it’s called “getting to no.”

It’s a sign of strength, not weakness.

It’s a sign of conviction, certainty, courage, and… yep, purpose.

That’s sexy. That’s charismatic. That makes people smile as they see you
are someone with confidence, clarity, and joy for life.

You must believe in your bones that what you have to offer is going to
make their life better.

And if you can’t close your email with that vibe, then you didn’t really have
a strong purpose from the start that you believed in with conviction.
If you started with a Golden Thread, you lost it.

And that’s no bueno.

Because the Golden Thread is simply the force of an idea that connects the
subject headline to the final CTA.

But your PURPOSE is WHY you created, and WHY you believe in this
particular Golden Thread enough to see it all the way through.

Your words should speak with such conviction and clarity that you feel with
absolute certainty…

Veni, vidi, vici.

“I came, I saw, I conquered.”

In the words of Julius Caesar in 47 BC.

You did this to deliver value to your reader and make their life better.

Zero minced words. Zero equivocation. Zero hedging.

The Art of Storytelling

I didn’t want to scare you upfront by telling you that good email copy is just
simplified story telling.

So if I’ve broken this down gently for you, welcome to the club.

Now imagine you're reading a story to a child and the end of the book is
completely disconnected from the beginning or middle.
If the child is smart and confident, she might say…

“That was a dumb story! That didn’t make any sense! Why did they do that
at the end? I never want to read that story again!”

If the child is equally bright, but not quite as outspoken, he might just say
“Hmm. That was okay.”

Have you won any hearts and minds with this story?

Nope.

According to the Oxford Dictionary, a “golden thread” is…

“an idea or feature that is present in all parts of something, holds it together
and gives it value.”

Obviously, this is extremely important in literature. But I’m sure we’ve all
read a few novels that ran off the rails and left us scratching our noggins…

Or just jumping off the train before it crashed long before the destination.

One of America’s greatest living and most prolific novelists, Stephen King,
is seen by more than a few critics as occasionally having more than a hard
time wrapping things up at the end.

Yes, we aren’t writing novels. And remember how lucky we are!

All you have to do is write emails ON PURPOSE that can be as simple as a

children’s story!

You can do that, right?

Of course you can.

And your readers will love you for it. They will want you to read them
bed-night stories Sunday through Saturday.

And they might even do half the things you tell them to, like brush their
teeth and buy stuff from you now and then.

It’s a beautiful world when you can write little emails, each with a little
story-purpose.

And I’m not saying you actually have to write a story in every email.

I’m saying that the Golden Thread is like a story on its own, for whatever
point you are trying to communicate.

A Story of How to Find Your Why

I give a stage talk occasionally titled “How to Find Your People” to help the
audience think about their “why.” It’s completely different from Simon
Sinek’s infamous TED Talk and book Start With Why, and probably not as
good. But it does make people participate, and laugh, and even cry.

I’m not necessarily looking for their deepest motivations or singular

PURPOSE that defines their entire life. Not everyone thinks or talks that
way, just because I say that your email should.

But everyone has one or three things that move them so emotionally as to
say “I will always stand for that.”

And this is how “finding your people” is sometimes how you find your “why.”

I won’t spoil the talk and deprive you of the laughter (or the tears) in case
you should get the chance to experience it, or invite me to deliver it to your
favorite audience.
But I will share one of my “whys” that I reveal in it. You may remember it
from when you bought this Manifesto or the full BeFi Matrix program.

There is an incredible place of healing for grieving children who have lost
an immediate family member, like a sibling or parent. I was introduced to it
after losing my teenage daughter, Alivia, in a drug-related car crash in
2009.

It’s called ComfortZoneCamp.org, or often “CZC” for short.

I went as a volunteer to support the staff and the dozens of kids who came
in busloads of tears about their loss… and fears about sharing it with a
bunch of strangers.

It was something I needed in a way I can never measure. It didn’t help me

deal in all the ways I probably should have with my grief and pain. But it did
help me see the rainbow of ways that others deal with grief.

And I hope because of that experience I was better able to support Alivia’s
two younger brothers in their unique pain.

It definitely did bless my heart and soul just enough to keep me from
imploding in guilt and blame about all the things I did not do to prevent my
daughter’s spiral with the wrong crowd.

Even as a volunteer, I had the chance to listen to all their stories. No child
was required to speak, and on the Friday evening commencement of the
weekend camp, you could tell many were set against it.

Tough faces. Fear on the verge of tears. Vulnerable like a wounded animal.

Lots were inner city kids who had lost a sibling to gang violence. Some had
lost a parent or a special grandparent.
All were hurting and confused. Some were angry. And they had no idea
what to do with those feelings, or if anyone cared.

So even though it seemed like there was no chance of getting inside a lot
of those stories, by Sunday afternoon, most had found a way to open up
and share.

How? By skillful orchestration of safe spaces and creative group games,

puzzles, and physical challenges. In short: fun, laughter, and movement in
a beautiful “camp in the woods” setting.

Plus, the highly-skilled counselors and trained volunteers who’d been there
many times before me were “made to be” with kids and teens of all
backgrounds and sensitivities.

So after lots of ice-breakers, the leaders could create other spaces for
circle discussions and sharing. Some leaders would set examples of talking
about loss and grief and a hundred other painful emotions.

And one by one, kids would open up, whether through a story, an
impromptu group sketch, or a piece of art. The realization that they were
surrounded by other kids “kinda like me” -- who also lost someone dear --
was profound as it swept over the meeting circles for 2 ½ days.

Every story of deep pain and hurt and confusion was unique. For some, the
survivor’s guilt was heart-wrenching and you just wanted to hold them.

I also had the chance to share my story. And I so treasured the whole
experience of creating such a space for kids in grief, that I went back and
volunteered again two years later.

I get choked up just writing about it now. And I’m ashamed I have not been
back since 2013. But I’m going to make time again to volunteer.
Meanwhile, won’t you consider learning about and supporting this amazing
place for grieving children by visiting ComfortZoneCamp.org?

CZC was founded by Lynne B. Hughes, a woman who had lost her parents
at a young age.

She lived the reality of feeling alone with that loss and pain as thousands of
kids do every year.

And thus her mission and purpose were born. She is the author of You Are
Not Alone: Teens Talk About Life After The Loss of a Parent .

If you learn about the healing spaces and wonderful experiences of the
weekend camps, you may just decide to volunteer yourself at one in your
area.

And know that 5% of your purchase of the 5M-DECS Manifesto will already
be on its way there.
BELIEF-SHIFTING: Your Primary Biz-Com Purpose

Did you see what I did there?

I introduced a new concept and new terminology all at once.

But I didn’t do it in an intimidating or confusing way that made you run.

You saw the new concept of “belief-shifting” and got curious.

And you saw the new terminology of “biz-com” and might have wanted to
eject, but here you are because you trust me and I haven’t led you astray
for the previous ten pages.

So listen to what I have to say because it could change your whole

approach to every level of your BUSINESS COMMUNICATIONS
(Biz-Com)...

From email, web copy, and social media to PR, TV appearances, and
big-stage events...

For over two decades, I have studied the greatest copywriters, from
Clayton Makepeace to Michael Masterson.

And what they have consistently taught us marketers -- who want to write
compelling copy and education that creates both impact and income…

Is that we are in the business of not only changing…

But manufacturing beliefs.

Our 3 primary objectives are…

1) Impact what the reader believes about themself

2) Impact what the reader believes about you
 3) Impact what the reader believes about your solution or offer

We’ll go into more detail on how to do this in the BeFi Matrix.

Suffice to say… this is about turning the film Inception into your own
marketing masterpiece.

You are shifting, maybe even installing, new beliefs.

The Architecture of Belief-Shifting

There is a custom architecture for doing this when it comes to the specific
product or offer you want people to buy. And it has some very detailed
scripting that involves the 3 Belief-Shifting Objectives above, and maybe 2
or 3 elements of each, depending on the complexity of your customer’s
problem and your solution.

I’ll walk through a diagram of how I’ve done it for years…

When I sold financial newsletter products, I first had to establish the belief
that there was a new situation or condition in the market. New situations,
even crises, create new opportunities. At this point, hopefully I’ve attracted
attention and ignited interest.

And new opportunities are always fresh, exciting, and capable of provoking
a spectrum of emotions from fear to optimism. This sequence of ideas
establishes beliefs about the world (in this case, the economy and stock
market) and the reader’s position of strength or weakness in light of these
forces.

What happens if they don’t take action on this problem? Are they the kind
of person who will wait and wonder, run and hide, or act and capitalize?

Next, after I position myself as a credible authority, they hopefully believe

and trust that I can help them master both the situation and the opportunity.
This sequence solidifies their beliefs about my experience, knowledge, and
capabilities as someone who is uniquely able to help them take advantage.

Thus the reader can adopt a clearer, more confident perspective on the
situation, and maybe even gain an advantage versus others. This stage of
belief-creation naturally builds desire and handles common objections.

I may also have to help them overcome limiting beliefs about whether they
can implement my formula or solution. Often, this is the ultimate
belief-shifting trick, but it requires that you understand people and their
challenges.

It helps if you can truthfully say, “I’ve been where you are. I know what it’s
like to feel ABC, or to miss out on XYZ. I figured it out and I can help you
too.”

My job is to help them envision a future with brighter horizons, better

results, clearer outcomes. They see the promise of the solution, believe in
my promises, and believe in themselves in that future state.

Finally, I have to convince them that I’ve captured this advantage in a

unique formula or package that I can offer quickly, reliably, and only to a
few who take action quickly. This stage of belief-building establishes value,
opportunity, a guarantee, and possibly urgency.

Straight Talk from Dan Kennedy

I’ve learned as much about copywriting from Dan Kennedy as anyone. I

subscribed to his Magnetic Marketing and NO B.S. Marketing services for
years. Interestingly, Dan has sold as much from stages as anyone in the
past few decades. Maybe by now, Tony Robbins does more.

And Russell Brunson of ClickFunnels certainly does a ton lately. But

Russell will be the first to tell you that he owes much to Dan for his
success. In fact, in the highest form of flattery, the former bought the rights
to the latter’s body of work.

One little gem of a book that Dan wrote is Speak to Sell. Again, the keys to
persuasion in marketing messages are virtually the same across mediums.
The same “sequence of beliefs” architecture can be used in a sales letter,
from the stage, and in video or email. Here’s how Dan puts it in the book
where he’s describing the fourth of his “selling success factors” titled
Structure…

A speech that sells is not a speech that does other things, with a
commercial tacked onto his ass, like pin the tail on the donkey -- a very
common mistake.

Most speeches that sell well are engineered from the start and throughout
to set up and make the sale. They are structured like a sales presentation
or a written sales letter, leading a prospect step by step, thought by
thought to the point of buying.

They use the kind of sales formulas found in my book, The Ultimate Sales
Letter. Usually, there are a few key ideas -- and there should only be a few
-- that you seek audience grasp of, that stack, establishing need and
desire for what is being sold.

Dan goes on to give an example in the book of how he applies the “stack”
of understanding and beliefs required to sell his solution. This is the specific
sequence he used when selling his Magnetic Marketing program from the
stage…

1. What you're doing now to get customers is frustrating, hit or miss,

costly, making you weary and sick.
2. It's not your fault: everybody but me, everybody who has led you to
what you do now is an idiot or a charlatan.
3. There is a better way. There is a simple formula with three parts:
Message, Market, Media.
 4. You need a compelling marketing message, including at least a
unique selling proposition (USP) and a call to action.
5. You need to target-market to ideal prospects, not mass market like a
goof!
6. You need to use multiple mediums to deliver your message efficiently
to your target market.

On stage, Dan gives the audience an example as he looks at a cool direct

mail example. Again, direct mail and email copywriting are very similar,
because the time and space are short and you have to be efficient, direct,
clear, simple and compelling.

We’ll be studying plenty of Dan Kennedy marketing genius, identity, and

no-BS bravado in the full BeFi Matrix Program.

And You Haven’t Written a Word Yet

Up to this point, you have not written a word of email copy.

Maybe just some notes and ideas about what your different purposes are.

Different copywriting greats like Roy Edwards and Rich Schefren will teach
this differently.

Roy Furr is another excellent teacher who I have spoken with about his
approach.

Furr starts with Creating a Hook & Lead in his lessons. He teaches the
“ABC” design of any headline message where it must contain references to
the intended Audience, the Benefit you have for them, and some invocation
of Curiosity.

Furr talks about the “open loop” you create in your reader’s mind, such that
they can’t go on with their day until they get this knowledge, solution, or
answer.
This is a really good approach. But I’m starting even before that by getting
you to focus on every email having a PURPOSE that you define.

Then the “ABCs” of hooking them become much easier. We’ll get to the
OPENING HOOK in Secret #4.

Tribe Building 101: Basic Mechanics of Know-Like-Trust (KLT)

Do you Hogshead?

I’m sorry… I meant to ask, do you FASCINATE?

Either way, it’s the same thing.

Growing up with the last name Hogshead would give anyone a quirky point
of view.

After graduating from Duke University, Sally Hogshead skyrocketed to the

top of the advertising elite, creating TV commercials for brands like Nike
and Coca-Cola. Some time stamps for this marketing meteorite, this
modern dame de Don Draper…

1. At age 24, she was the most award-winning copywriter in the U.S.
2. By 27, she’d opened her first ad agency in Los Angeles.
3. And at 30, her work was hung in the Smithsonian Museum of
American History.

The last one is cool, for sure. But the first one impresses me most.

And Sally is not just another bright and pretty marketing face. She took her
passion for understanding human buying decisions and turned to science
to discover and explain her own hypotheses about human passions,
personalities, and persuasion.
She created the first personal brand measurement, which identifies your
most fascinating and impressive qualities.

More than one million professionals have taken her test, including leaders
in companies such as Facebook, Porsche, NASA, and Twitter.

Her big differentiator…

Brands don’t win by focusing on what makes them BETTER than the
competition, but rather, what makes them DIFFERENT.

And she concludes it’s the same for us independent entrepreneurs…

“Don’t strive to be BETTER. Strive to be DIFFERENT.”

In essence, let your unique story stand out above the noise of the crowd.

Something ironic… I didn’t know much about Sally’s work until I dove back
into a study of Dan Kennedy’s work this year and found out they did a big
project together in 2012-13, which I’ll be sharing details of in the BeFi
Matrix Program in January.

But her message of “divining your difference” resonated so strongly with

me… since I had just completed an intense coach-training with the dynamic
duo of Eben Pagan and Annie Lalla.

These two amazing “coaches of coaches” helped me realize so much

about myself that I had been ignoring in terms of my unique gifts and
passions… the only things that would make a difference in the world.

I’ll share more about Eben and Annie in future lessons.

For now, know that Sally Hogshead is one of only 189 professional living
speakers to be inducted into the Speaker Hall of Fame® …the industry’s
highest award for professional excellence.
We’ll say goodbye to her for now with this key teaching paradigm…

FASCINATION IS A NEUROLOGICAL STATE OF INTENSE FOCUS

“When you fascinate someone, they are more likely to listen to you,
remember you, and take action on what you say.”

And here are her 7 primary drivers of FASCINATION that combine to create
49 Personality Archetypes…

Tribe Building 102: KLT = Personality X Relationship

Note that if you prefer the word “community” instead of tribe, by all means.
Dan Kennedy liked to say “herd.” I like community best, but that’s a word
we use for many other aspects of life. Tribe is quicker to get the idea
across. You won’t confuse what I’m saying with anything else.
Speaking of Dan, I just had to include this excerpt from an interview with
Russell Brunson because it’s so fresh! It just came from an interview right
before Thanksgiving…

Russell opened the interview talking about one of the first summits where
he saw Dan speak about employing "copywriting personality" to create
customers who will last a lifetime. Here was Dan’s answer…

There has to be a relationship, not just a series of transactions. So the

customer for life was always my goal in business, because the only thing
you ever really own is the customers you have a relationship with.
Everything else can be disrupted, taken away.

Media can come and go, it can be affordable one year and unaffordable the
next so the only thing you can ever really own is the customer who is your
customer for life and that requires a relationship.

So one of the requirements of a relationship is an interesting personality. If

you're in a relationship with somebody, and you start to bore them, you
tempt fate… so it's an essential element.

You create something where you're not boring people. What are the
mechanisms or things that you do to keep people engaged and excited in
you and your personality?

Tribe Building 103: KLT = Beliefs-Values-Goals X Inception

At the risk of getting too philosophical here in this opening chapter (it was
my declared major in college), I wanted to share more valuable nuances of
the path we are on in PURPOSE-driven tribe-building that you can apply
immediately.

Consider these 5 opportunities you have in your daily, weekly, or monthly

emails (it’s all your glorious choice, no hard rules from me)…
 1) You get to build your tribe by building belief for your way of doing
things; your values, your stories, your testimonials & case studies.
2) You get to build your tribe by providing evidence of what you
believe as being true, valuable and important, just like I’ve done
with CZC and the twin sciences focused on brains and behavior.
3) You get to build your tribe by teaching them to click your links
because they trust you and believe in your messages. And you
reward them with ideas, resources, strategies, and even discounts.
4) You get to build your tribe by being positive in your
communications and sharing your optimism about the world (vs
fear-mongering like the financial newsletter industry is rife with).
5) You get to build your tribe by being the mountain guide in strange
territory. Everyone wants an experienced guide in new and scary
realms. You are theirs.

If you practice building these skills into your emails, it will pay off in another
way when you get to participate in joint ventures (JVs), give-aways, and
other list-building activities where new folks get invited into your world.

People will get to know your personality and style quickly. And they will also
learn if you share beliefs, or align in other important values and goals.
The ones who don’t, will drift on by.

For a long time, I’ve used the 3 letters “BVG” to remind me of the core of
human motivation and achievement: Beliefs, Values, Goals.

I used to think it was just a way for me to ponder my own aspirations. But, I
later realized it’s also an ideal way to remember how to connect with
anyone.

As you share your BVGs and learn about those of your audience, you don’t
have to refer to older emails to teach new people about who you are (which
is bad form we’ll talk about later).
Just like you don’t always tell your full story every time you get in front of a
microphone. You are just you, being authentically you. Which is all you ever
want to be anyway, right?

Another magical mindset coach of mine is Jeanna Gabellini and she made
it very clear to me in no uncertain terms that all you ever want to do is to
attract people who like and believe in you and your message, your
solutions, your way of being and doing.

You never want to be in a situation where you are speaking, sharing, and
selling to “everyone.” Leave that to Tony Robbins… who is still not for
everyone.

Btw, Jeanna has an amazing way that she capitalizes on the Dan Kennedy
maxim of: What are the mechanisms or things that you do to keep people
engaged and excited in your way of being and doing?

(She’s a ninja at this and I’ll tell you all about it in the BeFi Matrix.)

You Are One In A Trillion… Really!

And as I teach in my forthcoming book Brain Magic, you are…

One-in-a-Trillion. There is no person who has ever had the exact
combination of genetics, early childhood, and adult experiences.

You may have an identical twin, but after that it’s game-on to multiply your
differential experience by billions of emotional, biological, cerebral, and
even spiritual “events” that occur by the time you are ten years old, let
alone after puberty.

Multiply all that by the hurt, suffering, learning, and yearning in your 20s,
30s, and 40s… and we have a completely unique individual who is uniquely
gifted to serve others in unique and beautiful ways.
I’ll say this one more way to drive it home, with the help of John Demartini. I
met him in 2011 and while I wish I would have made the leap to work with
him then, I am now grateful that he’s still teaching and I’m still learning from
him.

One of his foremost tools is a Values Assessment because he is

passionate about people honoring and living their unique values. Anything
less not only hurts the person, it hurts those around you because we end
up living in compromised situations and relationships that stifle learning,
creativity, and growth.

I make this last point about your One-in-a-Trillionness because it’s the
meta-purpose underneath your email PURPOSE. While I am teaching you
to be very intentional and specific about the purpose of any given email,
you shouldn’t have to think about how to be authentically yourself.

That hopefully comes to you naturally, even as you organically and

intentionally evolve.

If you are not clear on your MVP-squared (Meaning-Values-Passion X

Mission-Vision-Purpose), I can share some resources that may help in our
BeFi Matrix Laser Coaching.

Searching for Motivation and Achievement

I promised you a short book about Email Copy Secrets and so this is
“signpost” that you can stay in the express lane and skip ahead to Secret
#2. Then come back and read this section later.

Another one of my teaching tools is something I call TransOptiMo.

It stands for Transformational Optimism & Motivation.

It started as merely a life question when I was 19. I remember sitting

depressed on a couch by myself in an apartment I shared and wondering
“Why don’t I pursue my goals more actively with my free time so that I can
change my life?”

I had a dream at the time to try out for the Chicago Bears NFL team. I didn’t
know at the time what a long-shot that would be. But that’s not the point.

My problem was that I couldn’t figure out why I didn’t train harder and at
least build the steps of getting a shot. Had I “figured it out,” my life might
have been different in my 20s because even failing that quest, I would have
the badges and scars of someone who gave it his best shot.

The good news is that an early life question became a life-long quest to
understand human motivation and achievement.

Because motivation is sometimes a great mystery that must be explored in

the depths of a person’s willingness to risk failure and take action… against
all odds, against all feelings of doubt and fear, against not always having
inspiration or support.

The paradoxes abound. Most of us grow up thinking that we need to be

inspired to take action and pursue our goals. Then later in life, we hear that
we need to know our “life purpose” or our “why.”

For me, the “purpose” motivators were often filled with big ups and downs,
big highs and lows of inspiration and failure (or guilt), where reality never
seemed to line up with my dreams. But we keep pushing along, working
our jobs and taking care of our families, don’t we?

So I also found that learning and honoring what makes me “feel good” is
often the starting point for taking constructive action. Getting outdoors,
listening to good books, writing, creating, learning, teaching.

“Feel good, do good” was something I always believed was true for raising
kids to be empowered. Then I learned to apply the maxim to myself.
But what if I don’t “feel good” first -- does that mean I take little or no
action?

It turns out that millions of successful and happy people didn’t always know
their purpose, they weren’t always inspired, and they didn’t always feel
good.

They just found a way to keep taking action. And from that steady
persistence -- and sometimes boring habits -- came new motivation and
momentum that carried them forward to their dreams and happiness.

The brain and behavioral science here is amazing and I can’t wait to share
it with the help of a half-dozen authors and scientists who specialize in
gathering, interpreting, and teaching what the studies show.

And it wasn’t even until the past year that I learned about how trauma lives
in the body and nervous system! The works of Bessel van der Kolk, author
of The Body Keeps Score, and Peter A. Levine, creator of the Somatic
Experiencing method, were profound in my education about my own early
trauma (I was taken away from my abusive mother at 5 years old) and that
of everyone around me. I also found practitioners to guide me through
these waters.

And it was then that I realized we all might have “trauma ceilings” which
keep a lid on our motivation and momentum. We may try to push through
the barriers and often succeed, but if we don’t change at a fundamental
level and deal with the beliefs, feelings, automatic negative thoughts
(ANTs) and memories holding us back, we inevitably slip back. I know I did
for decades.

In my world view, optimism about a better future -- that aligns with my

BVGs -- came to be a tireless engine that could get me to try when
everything seemed against me, even my own feelings and ANTs.
And now we have the science to prove that just taking some focused
action, even on the smallest amount of optimism, can create a positive
cycle for anyone to change their feelings… and their circumstances.

Join me in the BeFi Matrix Program to explore all facets of human

motivation and action. The joy of this pursuit is that when you understand
why people buy or try anything, you become a better guide on their
journey… as well as your own. And that’s the best purpose of all.

I trust I have made Secret #1 perfectly clear.

Here again is the Law of the Secret of PURPOSE…

Law #1: You must know your PURPOSE for any email you write. It will
define and shape the Golden Thread that connects and informs every
puzzle piece, from beginning to end, with zero distractions or tangents
(unless they are intentional parts of your purpose). Your PURPOSE will
drive the action you want your reader to take. It is the mission-plan for your
communication effort and it will design and unify the other 4 Secrets.

It also carries an intention of love and CARE that we will discuss in Secret
#5.
Secret #2: CLARITY & SIMPLICITY

Law #2: You must sweep your readers off their feet with clear, simple, and
beautiful writing that delights their eyes and subconscious brains enough to
stimulate positive feelings and thoughts. They are not expecting it and, so
when they encounter it, they will be thrilled.

Your CLARITY & SIMPLICITY create an environment that makes them feel
welcome, understood, and safe from confusion.

Remember how you feel when someone starts a story with…

“So this one time I was…”

Did you feel the cringe?

You likely did because you knew what you were in for…

A boring, confusing, or self-absorbed story from an unskilled story-teller.

Not everyone has to be, or should aspire to be, a world-class storyteller like
Brendon Burchard or Marie Forleo.

But we can all learn something from the top-brand communicators about
speaking to groups of people who want to be entertained, educated,
engaged, and inspired by our story…

Not prisoners of our long-winded, meandering, self-absorption.

I recently saw comedian Michael Yo for the first time and he was a brilliant
example of delighting his audience at every turn. Not only did he have great
material as the son of Black and Asian parents (he calls himself Blasian
lol), he’s also an amazing storyteller who is there to give people his all.
Good comedians write and rehearse their craft with precision. They know
that boredom, confusion, or being perceived as anything less than “100%
here for you” is the kiss of death for their night on stage, if not their careers.

You need to think like a good comedian, or a good filmmaker.

In Secret #1, I gave you the example of reading a “bad” story to a child.

Now, I will give you another instance of a powerful story-teller gone wrong.

Death By Film

Ever sit in a movie theater (remember those?) or snug on your sofa… and
about half-way through a film you realize… you’re really disappointed with
the way this story is unfolding -- and wondering if you should waste another
hour to finish it or just cut your losses?

No longer engaged or captivated, it’s not the plot that bothers you. It’s that
they are delivering it so poorly. Boring, predictable, cliche, weak, lame,
sophomoric are all words that come to mind.

And you feel trapped, whether in the theater or on the couch with others --
who you don’t want to abandon or offend as they appear to be enjoying it.

Now imagine your audience experiences this dread in one of your emails.
The reality is that in an email, or any copy for that matter, people can and
will bail in an instant. They won’t feel trapped. They’ll just act on their “gut”
and get out.

Before you get too worried about being as sophisticated as a film

production with a $100 million budget, let me explain something about the
unique challenges of Hollywood. And then I have some really good news
for you.

Do you know why this experience happens so often with movies?

Because a film… is a big investment project with multiple competing
drivers, agendas, egos, budgets and time constraints.

The timing of the script, the actors, the weather, and the whims of
producers and directors all come crashing together to make a sausage that
must get finished, no matter how bad it looks.

On-budget and on-time don’t matter as much as “just get the freakin’ thing
done already so we can try to recoup some of our investors' money by
making the summer or holiday marketing schedule!”

That collision of imperatives can end up producing some awful films.

This is why movie reviews are so important to us. I recently started using
Rotten Tomatoes precisely for this reason so I could get a quick read on a
flick and save myself an hour or more of agony.

Because we all remember the terrible feeling of being trapped in a story

that became a nightmare.

Where the cutest romcom tale of a couple on vacation turns into a horror
flick, or the murder-mystery thriller morphs into a schizophrenic dead end.

This happens because the director couldn’t manage the conflicts of time,
money, talent, or studio pressures and so he or she couldn’t take their time
and get it right.

They compromised, caved to outside pressures, and cut corners. Or they

just sucked. Maybe the script had some holes too.

Either way, they couldn’t fulfill the vision of the story. I often think of how
many great script writers have watched their masterpieces get obliterated
on the silver screen.
Awesome News, Movie Buffs!

Well, guess what?

You never have to experience the pain of disappointing your audience this
way.

Why? Because you will never be juggling all those conflicts and agendas
with giant budgets and a spinning 3-D matrix trying to align 17 different
egos, opinions, and deadlines.

Your job is super simple: write one crystal clear email at a time that
sweeps the reader off their feet.

No ginormous budget. No actors fighting with the director. No constraints or

compromises that kill creativity. No Hollywood drama at all.

So how do you do this?

The 3 Essentials of Email CLARITY & SIMPLICITY

1. Connect only 2 to 3 “dots.”

2. Write like Hemingway.
3. Use lots of white space.

Sounds easy, right? Well it is simple, but not easy.

You have to work a little bit at this. It won’t come naturally.

It’s a craft you must cultivate and you need a standard for how to do it.

Oh, looky there. You’re holding (or scrolling) one right now.

The first “essential” is so important -- and a little bit detailed -- that it

becomes its own Secret #3 coming up.
That’s where we’ll dive into examples of how to take your PURPOSE and
design a Golden Thread by connecting “only 2-3 dots.”

So let’s look at the other two “essentials” and get them squared away.

Why and How to Write Like Hemingway

Whether or not you are a fan of Ernest Hemingway (I have come to

appreciate him much more later in life), he was prophetic about something
he could not have predicted.

While he was busy in the middle of the 20th century trying to preserve
some romantic semblance of Spartan or Stoic prose -- just the bare
essentials in writing, please -- American culture was headed toward an
avalanche of media bombarding our senses every minute of the day.

And that was before the internet, smartphones, and social media!

The result is that most people barely have the attention span of half a gnat.

Not only do we read with less focus than prior generations, we also read
less complicated prose. No more poetry, philosophy, or plays for most
Americans.

We don’t go to coffeehouses to discuss literature. We go there to do

business -- quickly -- and prefer if you just keep it simple, Sam.

Plus, a majority of us are stuck looking at email and searching the web for
new information at all hours, whether we like it or not.

This last point means a few things. First, our brains get better at sorting
through crap. We have to weed it out quickly or we’ll go mad.
Second, with less time, we read faster and skim-and-skip a lot. Our brain
somehow knows it has to preserve cognitive reserve, or die.

Third, only the most interesting content and writing will attract and hold our
attention.

Write Like Water

Whoa, does that mean you have to be some kind of fantastic writer?

Not at all. You can attract and hold attention with the simple principle we’ll
discuss in Secret #3, all built on the Hemingway “bare bones” imperative.

What Ernest showed us is that simple sentences are not a dumbing down
of storytelling. They are an opening up.

Not a reversion to Dick and Jane books (you may be too young), but a
gateway to more creativity.

Simple sentences open up a new world of possibility for connecting ideas

like the flow of water, not like the cacophony of a garbage disposal.

Hopefully you see that this is what I’ve done with this entire manifesto so
far. It flows. It carries you along. Like a gentle, lazy river. With occasional
rapids and waterfalls.

So now you have both the “why” and the “how” of writing like Hemingway.

You could use the Hemingway app to facilitate your learning of this. But it’s
not even necessary.

Just practice writing sentences with 5-15 words. And mix it up. See what I
just did there?
Whenever you end up with a too long sentence in your first draft, see
where you can break it up and make 2 or 3 sentences. And where you can
easily toss out lots of extra words.

You’ll be amazed how good you get at it once you just make it part of your
writing practice. And remember that anything is possible after Ernest
taught us how to write the shortest story ever with just six words that
pack an unforgettable punch…

“For Sale: Baby shoes, never worn.”

That one still gets me every time.

You see, we don’t have to learn eloquent prose like T. S. Eliot to sweep our
reader off their feet… or make them cry.

We can do these things simply by keeping their attention and engaging a

dozen other emotions.

Learning to tell very short and captivating stories is the way.

Your reader is so rarely treated so well, they’ll love you for it.

Good Stories Are a Breath of Fresh Air

At the risk of overemphasizing the power of simple, short sentences, I will

now overemphasize it.

It is possibly the most powerful tool to get your audience to start reading
your content and also stay with you.

It delights their brain. It makes it fun to read. It pulls them along.

Shorter sentences also make it possible for you to craft and connect your
Golden Thread of ideas with CLARITY & SIMPLICITY.
This is something that’s harder to do if you have big complicated
sentences, phrasing, and too many ideas.

You can’t really tell your stories -- have them received and understood -- if
you don’t know how to keep your reader floating downstream with you.

And you can’t do that if your head is swirling with 15 different things you
want to teach them and you don’t see the giant rock, or cliff, up ahead.

Variety is a key part of the musical flow too, as this classic message from
Gary Provost teaches…

This sentence has five words. Here are five more words. Five-word
sentences are fine. But several together become monotonous. Listen to
what is happening. The writing is getting boring. The sound of it drones. It’s
like a stuck record. The ear demands some variety.

Now listen. I vary the sentence length, and I create music. Music. The
writing sings. It has a pleasant rhythm, a lilt, a harmony. I use short
sentences. And I use sentences of medium length. And sometimes, when I
am certain the reader is rested, I will engage him with a sentence of
considerable length, a sentence that burns with energy and builds with all
the impetus of a crescendo, the roll of the drums, the crash of the
cymbals–sounds that say listen to this, it is important.

So write with a combination of short, medium, and long sentences. Create

a sound that pleases the reader’s ear. Don’t just write words. Write music.

Finally, use lots of whitespace, as I have done throughout. Sometimes I am

extreme. Good bloggers would not make sentence after sentence their own
paragraph as I have done.

And I get it because I used to write cultural essays and science articles. But
I make more money writing emails. So that’s my jam.
I’m not here to teach you how to make money blogging. I’m here to teach
how to write emails that keep people reading and get them to take the
action you want.

That means lots of white space. For emails, human brains love it.

Neuromarketing: A Tale of Brain Science Harnessed for Profit

Speaking of human brains, I love to study how they work -- especially when
driven by beliefs, conscious and otherwise. It’s been a “side-hustle” hobby
of mine since I took my early studies of religion and politics into the world of
financial markets.

I was a currency trader at the introduction of the euro in 1999. I read

everything I could get my hands on about becoming a great trader, like
those profiled in the Market Wizards books by Jack Schwager.

Psychology was everything in markets. As the great coach to pro traders

Dr. Van K. Tharp used to say, “We never actually trade the markets. We
only and always trade our beliefs about the markets.”

Then I took this passion further by studying how brains make decisions
when faced with uncertainty and risk. This led me to Nobel Laureate Daniel
Kahneman, the father of behavioral economics.

And to neuroscientist Antonio Damasio, author of the 1994 book Descartes’

Error: Emotion, Reason, and the Human Brain.

You could say I’m obsessed with learning about human motivation,
self-deception, growth, and the unique, often-hidden biases that drive our
decisions. We never make a purely logical decision... because it's not
possible.
Our brains are wired to incorporate emotional, whole-body functions
into every decision. People constantly act on their “gut” without even
thinking about it -- literally!

This is what Damasio's brain research proves after Kahneman noticed the
strange patterns in his behavioral testing.

Around these discoveries, and thousands of subsequent experiments they

inspired in social science and neurological research, I have built courses to
teach people about their brains and their behavior, including…

➢ The Scylla & Charybdis: Rogue Traders, Risk, Randomness, & Ruin

➢ Brain Magic: Transforming Worry & Procrastination Into Action & Joy

➢ Why Men Don’t Talk: From Feeling Broken and Under Seige to
Connecting, Sharing, and Feeling Emotionally Authentic

➢ The Neuroscience of Belief: Healing Families Divided By Politics

➢ Neuromarketing: Harnessing the Science of Persuasion for Profit

If you joined the full BeFi Matrix package for “5 Million-Dollar Email Copy
Secrets,” the last course will be available to you as both live and recorded
events. More on that soon!

A Tale of Two Books

As you can see, I love reading science non-fiction by great writers who love
both science and good storytelling. Carl Zimmer, Steven Johnson, and
Daniel Coyle come to mind.

And a wonderful new science storyteller I just found this year is Lauren
Aguirre, author of the 2021 book The Memory Thief.
Aguirre is an award-winning science journalist who has covered everything
from asteroids to human origins to art restoration, but is particularly
fascinated by the brain.

And the book truly reads like a medical mystery and scientific suspense
novel! If you are interested in how your memory works (or doesn’t), or you
know anyone who has gone through opioid addiction, it’s a must-listen on
Audible.

I also have a special interest in how we can prevent Alzheimer’s disease

through lifestyle choices and staying engaged cerebrally and socially. This
book is inspiring for that as well because the storytelling is sooo good that
your brain learns neuroscience without even trying! Here’s what I wrote to
the author recently…

Lauren

I have immensely enjoyed The Memory Thief, and not just because I'm also fascinated by the
brain. There are two other reasons that will have me recommending the book to many folks this
holiday season.

First, your storytelling of the discovery between scientists, doctors, and patients is a wonderful
tale of mystery and suspense. Science and medicine unfold in twists and turns, and often dead
ends. And people with their own topsy-turvy stories are always at the center. You bring that to
life.

Second, I love when an author reads her own book on Audible. It multiplies the connections
greatly.

Well done and I’m looking forward to your next neuro-fascinating book!

Kevin

Maybe I love this stuff because I grew up watching that time-traveling

magician known as Carl Sagan tell fantastic stories of scientific quests and
discoveries.
And many scientists who are also good writers include Antonio Damasio,
Candace Pert, Nick Lane, Lisa Feldman Barrett, and Joseph LeDoux.

I also love a particular class of writing about advanced technology and how
it will impact economics and culture. Roughly, this category could be called
futurism. And two futurist books stand out, as some distance apart on the
spectrum of clear and simple writing.

One is George Gilder’s 2018 Life After Google: The Fall of Big Data and
the Rise of the Blockchain Economy. Gilder is an amazing technophile who
can explain the intricacies of semiconductors better than most.

And his book is a feast of such knowledge, as well as some good

storytelling.

But it’s also deep and dense. And sometimes it’s hard to slog through
because Gilder tries to download so much information from his brain to
yours.

He can pack more history, science, and cultural references into one
sentence than an entire episode of Jeopardy. It’s a bit overwhelming and
intimidating, even for me -- and I love learning about AI!

The other book is 2020’s The Future is Faster Than You Think: How
Converging Technologies Are Transforming Business, Industries, and Our
Lives by the dynamic duo of Peter Diamandis and Steven Kotler.

Peter loves science and technology and Steven is a fantastic researcher

and storyteller. This was their third collaboration after Abundance and
BOLD, and the book is a well-organized feast in its own right because it is
structured beautifully like a multi-course meal, with 3 parts and 14 chapters.

It’s actually a little longer than Gilder’s Life After Google at 360+ pages,
including the notes and index. But the text of the book is broken up nicely
with lots of sub-headings, lists, and bullets.
One of the key distinctions here is probably about how the authors dealt
with notes. Gilder’s book only has 20 pages of notes. He packs his text with
the meat of his mind, memory, and mission to inform.

Thus the density from a man who was a technology advisor to President
Ronald Reagan in the early 80s. He doesn’t have (nor need) reference
notes for all the knowledge and experience in his brain. He lived so much
of it, it oozes from his pores.

Conversely, Diamandis and Kotler’s Future is Faster uses 77 pages of

notes. They document their research as much as possible and use the
notes section to explain the details of any given technology and its
development.

In short, they don’t crowd their writing with all the nitty-gritty details
of everything they know.

And you won’t either.

Btw, I’ve read the second book three times. I’ve never finished the first one.

This is why I haven’t drown you with stories about everything I’ve learned
and accomplished in a 40-year journey through pilot training at 15 years
old, being homeless in my 20s, a currency trader in international financial
markets in my 30s, an options and derivatives instructor in my 40s, an
explainer of behavioral economics and “rogue traders” since the early
2000s -- before we learned of Bernie Madoff -- and a seller of solutions
worth millions to both cold and warm audiences across the globe.

Those stories about my background and all that I’ve studied are not
important now while you are absorbing the lessons of “5 Million-Dollar
Email Copy Secrets.”
We will save those stories for another time when you are ready to enter the
BeFi Matrix Neuro-Behavioral Program of Selling, Persuasion & Audience
Building. This is the science of what inspires and motivates people to take
action and spend money with you.

More Than Selling

But you’re not always selling for a financial transaction. Often you’re just
entertaining, educating, or influencing as part of your tribe-building.

You have tremendous opportunities via email to engage your audience and
learn about them through surveys, quizzes, games, challenges, and even
creative choose-your-own-adventure modules. The data collected from
these can enrich your relationships with your tribe.

And it can also inspire, inform and help you develop new products, offers,
and solutions to their needs. Which can ultimately lead to new revenues.

You just want to execute these communications with PURPOSE, CLARITY,

and SIMPLICITY so that your “ask” is understood, viewed favorably and
you get a decent response rate from raving fans.

For now, I trust I have made Secret #2 perfectly clear.

Here again is the Law of the Secret of CLARITY & SIMPLICITY…

Law #2: You must sweep your readers off their feet with clear, simple, and
beautiful writing that delights their eyes and subconscious brains enough to
stimulate positive feelings and thoughts. They are not expecting it and so
when they encounter it, they will be thrilled.
Secret #3: CONNECTION USING ONLY 2-3 DOTS

Law #3: You must ruthlessly avoid the temptation to tell your reader
everything you know about a subject. Instead, you choose 2 or 3 small
ideas that can be connected beautifully and artfully by your Golden Thread,
the single big idea that you are using to inspire the reader to take an action.

I use the word CONNECTION to describe this Secret for 3 reasons…

1. You are forming a connection between the pieces of your short story.
2. You are forming a connection with your audience.
3. You are forming a connection between concentration and action.

The last one is your experience of certainty and unity delivering the
message, such that your purpose, vision, and value come through crystal
clear and powerful for your reader.

It’s the way that weight lifters talk about connection between mind and
muscle during an exercise.

Or the way that athletes and artists talk about being “in the zone.”

Where they feel the “oneness” and unity of flow states. They experience no
sense of time, and no separation between self, action, and environment.

And I use the word DOTS instead of “points” for a reason too, other than
the obvious play on words of “connect the dots.”

The main point of your email is your PURPOSE. All else are just minor
“dots.” Besides that, people overuse the word “point” when they are
lecturing us… “my point is” … “the point is” … yadda, yadda.
I want to teach you not to poke people with your point. You want to tell short
stories that connect the dots from their problem to any number of solutions,
ideas, or resources you have to help.

You are an ally to your reader. A resource. A guide. Even a friend. Because
it’s All About Them, as Fortune 500 ad and brand designer Bruce Turkel
titled his 2016 book.

Your communication with your audience is never about “your points.” It’s
about them and their points. Their points of view, their pain points, and
everything in between.

The Structure for Connecting the Dots

Think of this a little bit like the basic structure of any article or essay…

First: It must have a beginning: “Hey look over here!”

This usually involves some form of PATTERN-INTERRUPT like a new

angle on something old, or a new angle on something new.

Second: It must have a middle: “Let me show you how this works…”

This may begin with an explanation of WHAT YOU KNOW ABOUT THEM
& THEIR PROBLEMS, PASSIONS, DREAMS. And their BVGs (Beliefs,
Values, & Goals).

Then you can talk about something YOU ARE ABOUT TO DELIVER that
can completely transform the way they are existing and operating now. You
know their pain, or desire, and you can help them with it.

Third: It must have an end: “See what this means/you can do, now that
you know X,Y and possibly Zed?”
This involves a direct connection between the problem they have and the
solution you can deliver.

It’s the story or “narrative arc” of any good play, film, novel that continuously
pulls them forward to the inevitable conclusion that you have something
they need.

The art… is in doing it with as few words as possible that flow like water
across your reader’s mind -- unless of course you need to shock or surprise
them. But that is an advanced technique for another lesson.

Probably the best way for me to teach this vital secret is to give you
examples that have worked for myself and others. Below is a single sales
letter/email I have used a dozen times to generate over $1 million in
revenues.

It’s from 2012 because I can’t share anything more recent that is still in
operation due to NDAs. At 1500 words, it’s 3X longer than most of yours
should be. And I'm connecting 5 dots, not just 3. But the thing worked and
so we kept using it.

It shows you what's possible. As you get good at writing 300 to 500-word
emails that convert, you can keep raising the bar and trying new things.

With that, I present...

5 Secrets of Wall Street

Are you an investor in stocks?

Investing can be a jungle, a battlefield -- even a nightmare if you don't know who you
are up against.

The good news is that in the age of the Internet, the self-directed investor has been
given access to the research and tools of the professionals.
The bad news is that the business of investing still has its own unwritten rules that can
steal your money if you're not very aware and careful.

You could call them 'secrets' because when you listen to a pro talk about how he or she
is making money on a particular stock, they don't tell you this part.

Today, I offer you 5 of my favorites...

Secret #1: They Have to Buy

What is the business of institutional investors who manage other people's money? It is
to deploy that capital in stocks.

Lots of different equity portfolio managers (PMs) have mandates and performance
benchmarks that create certain behavior, such as being fully invested even when the
market is peaking.

How strong a force is this bias? Trillions strong.

The combined assets of the nation's 4,500 equity-only mutual funds stood at over $7
trillion in March 2012. It is the business of these PMs, along with hundreds of others at
pension funds, insurance companies, and endowments to put this capital to work in
stocks.

On top of this money ear-marked for equities, there is over $2.6 trillion in money market
funds, and another $3.5 trillion sitting in various bond funds. This is all 'cash on the
sidelines' that could help PMs do their primary job: buying stocks.

While they 'have to buy,' we enjoy the freedom to control our investment cash and
decide what to buy and when.

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See the metric and the twist >>

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Secret #2: They Don't Have to Sell

In this secret, I exaggerate (only slightly) to make the point about the pain tolerance of
the aforementioned groups, whose job it is to buy stocks with other people's money.

In short, it's easy to watch stocks lose 30%, 60%, even 90% when it's not your money.

Do you know what the greatest risk is for a fund manager? It's not losing money or
clients.

It's underperforming their benchmark (most commonly the S&P 500). So if stocks are
peaking and then turn down, who knows if it's the top?

What if the index surges higher again? That’s a death sentence for the fund manager.

They can handle the 30% downturn because all the other PMs are in the same boat.

But they can't miss the last 15% of upside, especially if they've struggled in their
stock-picking at all that year and are at risk of underperforming their peers or
benchmark.

When you understand at what points in the year fund managers are likely to feel
'underinvested,' you can take advantage of their fear and greed.

Secret #3: They Don’t Care

Did I mention Wall Street is a battlefield jungle? Lots of predators at all different levels of
the ecosystem, from insects and snakes to tigers and gorillas.

And guess who the prey is? Despite an elaborate machinery of investment vehicles,
advice, and research tools, the game is still the same.

Most players don’t really care if you do well. Even if they pretend they have your
‘retirement’ interests at heart. And me sharing these secrets won’t hurt them one bit.
Because most of us are going to keep doing two things that keep their pockets
flush: (1) put long-term money into our retirement savings accounts every month and
(2) dabble in the stock market short-term with play money (think Vegas slots where the
odds are not in your favor).

Both robotic actions keep the money flowing for their get-wealthy games. All that they
need is a constant stream of ‘dumb money’ buying stocks.

They are not going directly after you at all times. The upper realms of the food chain are
often just going after the ‘less dumb’ money that is managing yours. I don’t have time
here to get into all the players and tactics -- like hedge funds, analysts, brokers,
short-sellers and ‘algos’ -- but believe me when I say “it’s a jungle out there.”

Just keep in mind that while the momentum players -- who are using lots of leverage in
their risk taking -- have to move in-and-out fast to make their millions, there still exists a
series of strategies we can deploy so we don’t get whipped around by their games.

Secret #4: Technology, Liquidity & Speed Rule

Speaking of hedge fund momentum players, this secret explains why they move
markets and make so much money doing it. It also explains why you have to work
harder & smarter to beat the pros.

I call the world of institutional traders one of 'total immersion, instant access.' Pro
traders are swimming in rich information networks, amid oceans of research, and
surrounded by data analysts who can summarize it all for them instantaneously.

They also have amazing technology, tools and systems to help them quickly capture a
majority of high-probability trading opportunities in the oceans of liquidity where speed
rules.

Then there are the automated trading systems, the 'algos.' Algorithmic trading has
overtaken markets in many ways.

It's not that the machines rule the markets. It's more that they have entrenched
themselves by providing constant streams of liquidity that almost can't be matched by
human traders.
And it’s why former math professor Jim Simons became one of the richest hedge fund
managers on Wall Street as the head of Renaissance Technologies. His fascination with
data and equations that could decipher complex systems inspired him to only hire other
“rocket scientists” as they cracked the code of the markets.

And the technical 'model' funds - essentially, computer programs that use price and
volume formulas to trade - will never stop inventing new systems to capture market
swings. They run stocks up and they run stocks down, without regard for
fundamentals, or sanity.

But while sharks and whales abound in Wall Street's waters, we can profit using their
same tools and tactics.

Secret #5: Risk Management Isn't a Science

Speaking of super models, one of the most dangerous ever didn't walk a fashion
runway. But it did earn its creators a Nobel Prize.

The Black-Scholes option pricing model is 'dangerous' because it ushered in the era of
derivatives.

Not that there's anything wrong with derivatives like options and futures. But other
complex financial engineering -- like the kind that spawned the subprime housing
bubble and subsequent banking meltdown -- can be very dangerous indeed.

Why? Because they are all based on some variation of the same quantitative methods
used in Black-Scholes. Specifically, we are talking about standard deviation and the bell
curve.

And these quant tools offer Wall Street the illusion of control and safety. They assert
that if you can measure the past, and its variations, you can model the future.

Sounds simple enough. And it sounds so objective and scientific without appearing to
offer precise predictions.

'Don't worry,' the quants say. 'The statistical volatility (risk) is only X.'

The problem is that standard deviation was invented to measure the variation in
physical phenomena like the anatomy of animals and the structure of the universe.
Nature has an order, and science is all about discovering it, measuring it, and
classifying it so that we can make reliable predictions about the world.

Markets, meanwhile, are anything but natural physical objects that can give us reliable
'standard' measurements. Markets are social beasts with unpredictable “wild
randomness” as Nassim Nicolas Taleb calls it in his book The Black Swan.

After I read that pivotal book in 2008, I concluded this…

“When anything can happen, there is no standard for deviation.”

What does all this mean to us? While some on the Street would have us believe that
markets are efficient and rational, they are actually more subject to bubbles and
shocks. And that spells opportunity for traders who can exploit the emotional extremes
of optimism and pessimism.

How to Apply These Secrets for Short-Term Profits

A simple way to take advantage of upward or downward movements is to let us do it for

you. That's the purpose of our Market Timer, a unique buy/sell approach to profiting
from quick, explosive swings in stocks, industries, sectors and the market as a whole.

While cutting losses short, this strategy maximizes gains by 2X with a simple metric and
then 3X again with a twist on a common investment move. If this sounds interesting, I
encourage you to check it out right now while we have the doors open for a limited time.

Get details on Market Timer >>

Good Investing,

Kevin Cook

Kevin, a Senior Stock Strategist, is a recognized authority in global markets and

renowned for predicting big market swings, like the market bottom in March 2009 and
the rise in gold from $1,200 to nearly $2,000. A former FX market-maker in the
$4-trillion-dollar-a-day world of interbank trade, he developed the ability to track the
movement of big money, and trained his reflexes to take advantage of it. Today he
directs the Market Timer, providing expert commentary and quick recommendations.
I trust you caught my Golden Thread: Wall Street predators operate with
unwritten rules and hidden secrets; but there’s a way to beat them at
their own game.

And if the reader wants to know what that way is, they just have to click. At
which point, I’ve secured their interest and support to listen to me more --
and maybe even buy from me if the offer is clear, compelling, and limited.

In the full BeFi Matrix Course, we’ll go over many more examples of
powerful emails from other 8-figure persuaders that entice, inspire, and sell.

Because honestly I don't think my email example is that great. But it was a
novel, informed, and intriguing connection of concepts from my years in the
markets.

More importantly, it kept people reading because they wanted to know

all 5 secrets.

And combined with the longer CTAs (between the dashed lines was how
we did it then so they looked like ads within an article), it was good enough
to entice good amounts of click-through and sales.

Now let's turn to the real master: Dan Kennedy.

I subscribed to a couple of his services for a number of years in the 2000s.

I think I paid like $60 a month to get his newsletters and CD trainings.

Here's an email I copied into a notebook where he uses the term "herd" to
talk about what we now call our "tribe."

Notice his tactic of pushing you away right from the "opening hook" subject
line...
This probably isn't for you.

A few days ago I wrote to you about my Influential Communication and Writing product.
This was a workshop that cost $10,000 a head to attend and sold out fast.

Why?

Good question, and I'll try to explain this in a brief, yet necessarily explanatory way.

The conventional teaching amongst info marketing gurus is a farce. First, they talk
about building a herd, or "list" as they call it, which is mental mistake number one.

Mental mistake #2 is worse: they teach that earning $1 per person from that list per
month is the holy grail. It's an attractive concept, since they purport the ease of building
a 5,000, 10,000 or even 30,000 person list, and thus you'll be making $5k, $10k, or
$30k a month.

But they are selling the easy button. And it's not until you press the damn thing and
nothing happens that you realize that the button ain't working!

Even for those small few who it does work for, it doesn't work well.

One dollar per person per month, these numbers are downright embarrassing and I
envy these "gurus" ability to get up in the morning with a straight face and sell this
dream.

This year my herd will be worth over $140 per person. Or nearly 12 times that
“conventional wisdom.”

'Look at what everyone else is doing, then do the opposite' has never been more
appropriate.

So how, year in and year out, do I take their terribly hard work to pry a measly $12
bucks from a customer, and have them shoving fistfuls of cash in my direction?

Well guess what? It's not with an easy button.

So if that's what you're into, this probably isn't for you.

See, my system for building a loyal, incredible herd of raving fans isn't easy. It's
unnecessarily complex. BUT... it's very replicable.

Bill Gough has done it in the insurance industry. Greg Proctor has done it in the real
estate industry. Dr. Dustin Burleson has done it for dentists. Heck, Mike McGroarty has
done it in the home gardening market!

They didn't do it by accident. They certainly didn't do it by pressing an easy button. They
did it by following a rigid set of proven guidelines, practices and strategies.

That's what you get when you invest in Influential Communication and Writing. You'll get
the inside strategies that will earn you a loyalty from your followers that's second to
none.

You'll get the strategies I use to add value to my herd in everything I do... so that they
will, in turn, give me their dollars. I'm happy with this exchange. And just as importantly,
so are they.

This isn't easy, and it certainly ain't "cheap." Valuable things never are. But it's worth it.

If you invest by midnight, GKIC is throwing in a bunch of bonuses that are actually pretty
valuable. But don't invest for the bonuses.

Invest because you want to get off the income roller coaster (or worse yet... the "lack of
income" nightmare).

Invest because a year from now you want to have a loyal herd that pays you more than
ever because you've helped them more than ever.

Click here for all the details.

Best,

Dan Kennedy

P.S. This is of course covered by GKIC's double guarantee. So there's no risk in this for
you. Get it, use it and decide if it's right for you.

Click here to get these strategies and the bonuses when you invest by midnight.
Masterful. One big idea: don’t fall for easy buttons. Connected by two
smaller ideas: bad “gurus” and how to build a loyal “herd.”

Not only does Dan clearly differentiate himself from the bad gurus out
there, he challenges you with the old "Unless of course you don't like
money" ploy.

But if you're still reading (he’s calculated that most of his ideal customers
will be), he extends the special invitation.

And yet he still throws up one more obstacle: it's not easy, or cheap.

Oh, and there are bonuses… “But don't invest for the bonuses.”

Classic Dan Kennedy here, still pushing you away right to the end. He's
defining himself… and who his perfect clients are at the same time.

Dan does all this in less than 600 words. And he’s got 4 clickable CTA links.

We’ll talk about those strategies and tactics in Secret #5 on the “CTA of
CARE.”

Both of these emails have Golden Threads because both Dan and I set out
with PURPOSE from the start, proceeded with CLARITY & SIMPLICITY in
the composition, and then made sure to craft CONNECTION USING ONLY
2-3 DOTS.

Use them as models for your writing.

Yes, I “cheated” with 5, but I only shared it since it worked. I got away with
a 1,500-word email because of its novelty and unique, intriguing structure.
And it shows you what is possible after you master the short email.

There’s also a newish trick that can be done with such a

curiosity-provoking email: you keep it short by giving only 1 or 2 of the
“secrets” and then offer them a CTA to “Continue reading…” by directing
them to your blog, website, or landing page for the full purview.

Because if you get them to take that action, you're more than halfway
home in creating a loyal tribe member who might do business with you
soon.

In the full BeFi Matrix program, we'll be looking at lots more great examples
of killer email copy that gets the job done in 500 words or less.

The 3 Essentials of Email CONNECTION USING ONLY 2-3 DOTS

1. Shorter the Better

2. Headers Galore
3. Take Your Time

Let’s discuss each…

Ideal Length: Shorter the Better

If you can get in and out under 300 words in an email, you're on the right
track.

Going to 500 words starts to get tricky and there must be a good reason
why you want to do it. Like you needed more proof to explain the
connections between ideas.

A rule of thumb here is that the longer you go, the greater risk you take on
in two ways.

First, you risk losing your reader and not getting them to the CTA (call to
action).
Second, you risk opening the pandora’s box of directions and diversions
your story-telling could take. In other words, you may already be running off
the rails, unable to direct this train on its Golden Thread tracks.

And in this second case, even if your reader does get to your CTA, will they
know how they got there and why… and more importantly what they could
do next? Or why they should bother?

Emails that are 800 words and longer, verging on sales page letters, are
done by very skilled writers. When you get there, you can do it.

But don’t try it in the beginning. You’ll lose your audience as we discussed
earlier. First get good at the short email which produces conversions or
actions of any kind.

Sub Headers: More the Merrier

Sub-heads (like the one above) break up the text and make things more
organized and pleasant for the eyes and brain.

They act like magnets to pull your reader along, both visually and
cognitively. This happens at a subconscious level since the eyes and brain
process information faster than we can think about it consciously.

The brain gets excited -- a little burst of dopamine -- and says “Oh, I see…”
or “That looks interesting…” or “Oh good, I was wondering if they were
gonna cover that!”

Once you’ve given them that preview or summary of what’s to come, they
are more likely to keep reading.

And you don’t have to think of them and place them as you go. Feel free to
compose your first drafts with only one or two.
Then go back to find optimal places to put the eye-catching breaks that
summarize or “headline” the next important concept that’s coming.

You can also apply bolding, bullets, numbering, colors, emojis, and
especially grammar and punctuation that your 8th grade English
teacher would have crucified you for. More on getting “too creative” in a
moment.

In my “5 Secrets of Wall Street,” my subheads were obvious and essential

signposts along the journey where I was guiding readers. But even though
you won’t always have an obvious list that is connected, use this model to
challenge and inspire yourself.

Ask, “How could I come up with headers that are like signposts along the
journey I’m taking my reader on?” You don’t have to use every idea you
come up with, but they will at least tell you if you’re doing a good job at
connecting the dots of your storytelling email.

If it’s hard to come up with your “signposts,” and you still have long strings
of text with no subheaders, then maybe your email still needs to get
chiseled down to its essence, like Michelangelo chipping away at the
marble block that eventually became David.

Or, if you’re on to something, you’ve actually got one big idea like Dan
Kennedy’s example earlier: don’t fall for easy. He actually connected two
smaller ideas -- bad gurus and loyal herds -- to make the big idea come to
life.

But he did it so masterfully since he knew his PURPOSE before he started

-- such that he didn’t need subheaders and he got the job done in 580
words.

So until you write like Dan where you can get that single-idea job done in
about 500 words, use subheaders to highlight, connect, and break up the
monotony.
One last word on complexity vs simplicity. While I recommend immediately
experimenting with bolding of key ideas and phrases as I did in “5 Secrets
of Wall Street,” I want to caution you right now about getting too creative.

But what if… you want to get fancy with images and gifs that may add
some color and spice? And maybe one of those timers to drive urgency
that your offer window really is closing soon.

Well, again, the whole purpose of this Manifesto is to teach you to focus on
and get the “bare bones” right first. Images, gifs, and timers are cool, but if
your copy isn’t well structured according to 5M-DECS, then they are just
sloppy, carnival barker gimmicks that will drive your tribe away.

Spoiler: this is probably not my last word on complexity vs. simplicity.

Crafting Magic: Take Your Time

There is a wonderful quote variously attributed to Mark Twain, Abraham

Lincoln, and Woodrow Wilson, which sums up our task and challenge…

“If it is to be a minute speech I shall need four weeks in which to prepare, if

a half hour speech, then two weeks, but if I am to talk all day I’m ready
now.”

I prefer the version I memorized many years ago and credit to Twain…

“If you want me to give a ten minute speech, I’ll need two weeks to prepare.
If you want a four hour talk, I’m ready now.”

Or…

“I would have written you a short letter, but I didn’t have time. So I wrote
you a long one instead.”
In any form, it illustrates the importance of getting details and connections
right in our short email copy.

I’m not suggesting you need to take weeks to write every email, and that
you can never crank one out in an hour. I’ve written some of my best work
in bursts of inspiration under an urgent deadline (not always my best, just
sometimes).

But you need to remember your PURPOSE. If you want them to take a
specific action -- even if it’s just to “hit reply and tell me what you learned” --
then you need to have a Golden “Unbreakable” Thread…

From the subject headline to the close.

If you can’t connect 2 or 3 ideas/facts/lessons/anecdotes/case studies

together to carry the reader from A to B to C, then you don’t have an email
worth sending.

Again, once you get good at this, you can begin to experiment with more
than 3 “dots” to connect. And you can think about adding bells and whistles
-- which are only decorations for good, core copy.

Get these “basic bones” right first. Then you can get more creative.

Think In Fractals

Do you know what a fractal is?

It is the geometry of nature whereby things that scale tend to do so in

patterns.

For instance…

How an ecosystem for an animal, in any rain forest on the planet, is part of
a much larger web where everything is interdependent.
Or how the cell of a living organism multiplies into the complexity of tissues,
organs, and an entire thriving animal.

Or how the atomic structure of elements and molecules scale to create the
nature of energy, vibration, and motion.

Why is this so important for copywriting?

Picture this: you have crafted a beautifully clear and purposeful email that
connects a few simple dots and inspires an action.

But when your reader follows your lead and clicks through to your
intended destination -- a landing page, survey, or JV offer -- what they
see does not match what you told them to expect.

You have lost the pattern that brains crave: to find and match. You have
sacrificed congruence for creativity.

And thereby created cognitive dissonance that brains and “guts” find
alarming.

While people feel it on a visceral level immediately, slowly their conscious

mind begins to process the disconnect. If you asked them to explain it, they
might use words like “confusing” or “unclear.”

And if you dig deeper, the word “trust” might come up. Because at the
“gut” level, that’s the issue for them.

You violated their trust and presented a jarring juxtaposition between what
you asked them to engage and what you delivered.

This violation could take a variety of forms including new names and
jargon, different color schemes and design, or product offer stacks that only
bewilder with too many options besides what you promised.
All this creates confusion and loathing. Another big obstacle that could be
the final “negative thought packet” you ever get to throw at your reader.

What’s a “negative thought packet?”

David Galland, a copywriter like me for major financial research firms,

introduced the concept that any of these “disconnects” represented a
“negative thought packet” that could build up and slowly overwhelm the
reader to reject your offer, however unconscious the decision was.

When you think about it, just two negative thought packets could turn the
reader or prospect away from engaging your offer.

Drop It Like Disney!

Now that I have your full attention, I’m going to drive all this home with the
master of messaging, the czar of crystal clarity and captivating congruence.

Yep, Walt Disney.

In the early 90s when I was helping raise two step-daughters, before we
had my first daughter Alivia, I was enamored with Disney movies.

And in one of the VHS previews (remember this was the early 90s) for the
latest release, a man named Jeffrey Katzenberg did an introduction. I didn’t
know who he was and that he’d had great success revitalizing the Star Trek
franchise as feature films (11 in total I think).

He said something like this (totally my paraphrase)…

When I came to Disney, I knew nothing about animation. But then someone
showed me a treasure trove of notes and tapes by Walt himself, locked in a
vault. That goldmine described in detail the recipe for masterpieces like
Snow White, 101 Dalmatians, and The Little Mermaid. The formula
required a great story, wonderful, memorable characters, and breathtaking
animation. Then mix it all together with a powerful musical score that
ignites the emotions.

Disney Studios were considered to be in a slump in the 1980s, before Ariel

and Flounder made a splash. CEO Michael Eisner had brought Katzenberg
on board as Chairman to revitalize the House of Mouse. The boss told the
new recruit that his biggest problem would be dealing with the magic shop,
aka, the animation team studio.

In a 2013 interview with USA Today, Katzenberg said this…

"I had never made an animated movie, had no familiarity in any shape or
form. I didn't even know where to start learning."

Well, the “Walt Vault” was the right combination for him. It not only saved
Katzenberg’s job, it turned around the studio and produced a lightning
storm of blockbuster hits, including Beauty and the Beast (1991), Aladdin
(1992) and The Lion King (1994).

Katzenberg left Disney in 1994 after some internal squabbling about his
next role. But he very much didn’t want to leave the magic shop. So he did
the next best thing, co-founding DreamWorks SKG with Steven Spielberg
and music executive David Geffen.

It was the first major Hollywood production studio in 60 years, and the only
competitor ever to Disney. But even with this dream team, could they pull it
off? I remember thinking at the time that they could.

Because I loved Speilberg storytelling (up to 1994, he’d done Jaws, Close
Encounters, Raiders of the Lost Ark, E.T., Schindler’s List, and Jurassic
Park) and Katz had internalized the secrets of the Walt Vault. Throw in
some Geffen musical magic and they had a real shot.
The tres amigos started building some traction with Antz and The Prince of
Egypt, both released in 1998 and grossing $91 million and $101 million,
respectively. But the costs were fat and the profits thin.

Then in 2001, Shrek was unleashed on the world and it went on to win the
first Academy Award for Best Animated Feature Film. Four sequels later,
they ended up creating arguably the most profitable animation franchise in
Hollywood history, grossing more than $3.5 billion worldwide.

And while animation purists will argue over how the art and industry have
changed with CGI, that’s not our concern here. I’m telling the Katzenberg
story because he was humble and curious enough to learn from the
master’s extensive playbook. And it paid off immensely.

As Katz dove into the archive, he would find gems of timeless wisdom…

"Walt believed that an animated movie was only as good as its villain. I
never forgot that."

And in addition to other commandments about the Western fairy tale canon
and the primacy of the musical score, there was this Disney studio
commandment…

Make a film for children and the child within every adult.

From the USA Today article, written by Scott Bowles…

"Walt had essentially left the recipe for making a Disney animated movie,"
Katzenberg says. "You'd have to be deaf, dumb and blind not to see that he
was leaving bread crumbs the size of Volkswagens. To this day, I feel like I
was a student of Walt Disney."
The Walt Vault Storytelling Formula

Surely there must be one Disney, DreamWorks, or Pixar film you are a
raving fan of, right? I have probably watched The Rescuers Down Under
over two dozen times with my kids (one of my sons called it “boy and the
eagle”). My youngest daughter and I sing Belle’s opening song over and
again, while songs from Pochahontas and Mulan always give us chills.

And Toy Story… well it still makes me cry when Buzz Lightyear realizes he
really can’t fly. That Randy Newman song is the clincher.

So think about how nearly flawless your favorites are in terms of telling the
story and holding your attention for 90 minutes, taking you on an emotional
journey like nothing else can.

There is nothing out of place. And, more importantly, nothing that shouldn’t
be there.

I’m not saying that “perfection” is the goal. We don’t have time for that. I’m
saying that clarity, simplicity, and connection are paramount so that the
audience is never lost, confused, or bored. They have remained captivated
and carried along the journey of the story throughout.

I absorbed the genius of Walt and applied it with my Fortune 2000 clients
for over two decades, from the first seminars on derivatives that I created
for new hires at the Chicago Mercantile Exchange…

To storytelling video training I scripted and filmed to teach basic options

mechanics to novice traders. I called it OptionsPhysics and based it on the
work of Isacc Newton, Steve Jobs, and nature's gift to man, the apple.

Part of my inspiration was always my own story. I grew up “allergic to

algebra” and avoided most math throughout my 20s. Even as a philosophy
major in college, I flunked Logic 101 because my brain couldn’t deal with all
the symbols. I didn’t know until a few years ago that the name for this
condition is “math dysgraphia” or sometimes, dyscalculia.

I loved words, but if I was going to learn something complicated, like when I
learned to fly an airplane at 15 years old, I needed tangible examples,
stories, and real-world practice with people who really cared about my
success. My dad was my first flight instructor and I’ll tell his amazing story
soon.

I taught myself the algebra I needed for financial markets in my 30s by

reading the origin story of probability from the 1650s. That’s about the
renaissance gambler Antoine Gombaud, the Chevalier de Mere, who had a
dice calculation puzzle he offered to his friend Blaise Pascal.

The mathematician and religious philosopher turned to his “quant” friend

Pierre de Fermat and, over the course of several letters back and forth, the
two geniuses discovered the foundations of probability that make Wall
Street and Las Vegas the empires of money that they are.

I love to tell this full story and will do so in the BeFi Matrix Neuro-Behavioral
Program. It really changed my life in terms of embracing math and unseen
structures of the universe, like geometric curves and Einstein “time
bending.” This was stuff I felt spiritually, but never knew how real they were.

Speaking of empires of money, after much of this work between 1995 and
2010, I dove even deeper into the research and connections between
Hollywood and Madison Avenue.

We’ve all seen the disasters on Facebook with ads and messages and
memes. We don’t have time here to get into it, but I just wanted to share
some further resources you will find fruitful for our live discussions in the
BeFi Matrix.

Long story short, regardless of the “Facebook AI Faceplant”, the Power of

Story will remain a massive force in human communications!
To wit, I did a podcast and article on this topic based on the amazing work
of Hollywood director Peter Guber…

Brains Prefer Stories to Make Decisions

Plussss… I have an entire catalog of neuro-economic stories and email

message “swipe files” for you when you join me in the FULL BeFi Matrix
Neuro-Behavioral Program.

I close this chapter with one last quote from Jeffrey Katzenberg…

"I realized that DreamWorks' brand is that we make movies for adults, and
the adult that lives in every child. I think we come to the same point (as
Disney), just from the opposite direction.”

That’s the power of story every adult knows who has ever watched an
animated film more than once -- and because they wanted to, even if they
pretended they were doing it just to spend time with the kids.

I trust I have made Secret #3 perfectly clear.

Here again is the Law of the Secret of CONNECTION USING ONLY 2-3
DOTS…

Law #3: You must ruthlessly avoid the temptation to tell your reader
everything you know about a subject. Instead, you choose 2 or 3 small
ideas that can be connected beautifully and artfully by your Golden Thread,
the single big idea that you are using to inspire the reader to take action.
The End.

Or maybe just the beginning…

I hope you find extreme value in the First 3 Secrets of the Manifesto.

Remember, just because you’ve read it, you’re not done with it.

My best suggestion on how to use it is worth repeating.

From the Preface…

And know that I made THIS book super simple to follow and learn from. I
also made it short so you could print it and treat it as a workbook, making
notes, scribbling new ideas in the margin. Once a quarter, you should print
these timeless concepts again and do it all over. Save all the copies for
review too.

My next best suggestion is to join me in The BeFi Matrix

Neuro-Behavioral Program -- if you haven’t already, in which case I’ll be
in touch soon as I deliver Secrets 4 and 5 and the Live Course details.

Here’s what you're going to get because you grabbed the beta launch of
the 5 Million-Dollar Email Copy Secrets Manifesto…

The Full Stack: Only for Rob G. Friends in Dec!

Complete 5 Million-Dollar Email Copy Secrets Manifesto (100-page
Course-Book)….……………………………………………...…… $595 Value

The BeFi Matrix Neuro-Behavioral Finance Course: How People Make

Economic, Health, & Relationship Decisions (12 weeks LIVE) $995 Value

Your BeFi Matrix Course Includes 34+ Proprietary Reports, Templates,

Worksheets and Training Modules:
Behavioral Economics 101

Deep dives into at least 12 of the most important BeFi books

Worksheets to help you decode your customers’ decision-making
How to turn 144 cognitive biases into just 12 that you can use daily
Brain research that created the exciting frontier of “neuro-marketing”
How to use Uncertainty, Complexity, and Ambiguity to your advantage

555 Email Copy-Hack Strategies & Tactics

How to Instantly Captivate & Compel Your Tribe

Dozens of techniques to get your audience to take an action
Hundreds of “opening hook” subject lines for you to steal
Using the wisdom of Mark Twain to influence and persuade
Building & Nurturing Relationships with 6 Killer Tactics

The Power of Storytelling Unleashed for Your Business!

The Magic Shop of Disney You Only Think You Know

Why Brains Prefer Stories to Make Decisions
Deconstructing Beliefs and Emotions for Newcomers
Blogging is Dead: Long live the short, sharp email blog
Where Siddhartha and George Bernard Shaw Meet

The Neuroscience of Decisions Unleashed for Your Business!

How the “Believing Brain” Operates

The Metropolis of You as “NYC in a Single Body”
Your 1,000 Brains: Candace Pert and the Dopamine Receptor
Rebuilding Beliefs and Emotions in Your Tribe
Social Brains: Why we don’t really “exist” outside of our relationships
Mind-Blowing Neuro-Behavioral Trainings

The NeuroBiology of Procrastination: Managing Dopamine and Flow

States
INDISTRACTABLE: Transcript of my powerful interview with Nir Eyal
Trauma Ceilings & Income Ceilings: Overcoming money mayhem &
business blocks
Brain Magic: In-depth training for turning worry into joy
The Magic of Habit Creation: What you must know to impact your
audience

Advanced Science-of-Motivation Training

Decoding Maslow, Daniel Pink, Jeff Haden, Lisa Barrett, & Joseph
LeDoux
The 5 million-year evolution of your Stone Age Brain
What the Scylla & Charybdis Want to Teach You About Risk
Where Does Your Fear Come From?
PERSONALITY: Transcript from my inspiring interview of Dr. Benjamin
Hardy

Science-Blind: How to Deal with Half the World Operating Under Bias

The Tech Super Cycle and the Wealth-Knowledge Exponential Surge

Top 10 Global Trends Driving Transformations for Nations & Economies
Nassim Taleb’s Black Swan and what so few understand about this
math-sight
Harari and the Coming Death Star: CRISPR and Neural-Lace
The Re-Generation Manifesto: The Case for Radical Optimism

1-Year of UNLIMITED Laser Coaching on Your Email Campaigns and BeFi

Matrix Strategies (attuned to your schedule) ………..….… $2,000 VALUE
Your UNLIMITED Laser Coaching includes these powerful benefits:

● We Workshop Your Communication Needs and Strategies

● We Custom Design Your Marketing & Messaging

● We Infuse & Electrify Your Business with Behavioral and

Neuroscience Research

● We Explore Multiple Strategies to Instantly Boost Your Revenue

● We Make Certain You Have Cleared All Blocks to Charging the Most

You Can For Your Products & Services

Total Value of the Full 5M-DECS BeFi Matrix

Program …………………………. $3590 Value

WATCH YOUR EMAIL FOR AN EXCLUSIVE INVITATION AND DISCOUNT

(IF THE PROGRAM ISN’T ALREADY FULL)!

If you haven’t seen an email by December 15, search your folders for
“BeFi” or just email me: Kevin@CavernousEDU.com