Tao of Email Copywriting.pdf

Matt Furey’s…

May 2008

Internet Marketing Money-Generator T h e Ne w s l e t t e r f o r O n l i n e E n t r e p r e n e u r s

ZERO RESISTANCE WRITING By Matt Furey Zen Master of the Internet® Imagine having something to write… and there’s no such thing in your mind or body as “writer’s block.” Imagine that there’s no such word, term, or image in your mental dictionary or encyclopedia for this condition – so it doesn’t even exist in your reality. And so, any time you need to write a letter to a friend – or a sales letter – or a book, a short story, a novel – ANYTHING – you simply sit at a table and begin writing. And what you need to say POURS onto paper like water cascading over Niagara Falls. Now, let’s go a step further and imagine that you can put yourself into a peak state before you write – on command. And because you’re able to do this – virtually everything you write has a mysterious and mystical “buzzzzzz” coming from it. Truth is, everything you write – whether a simple note to a friend or an advertisement for your business or a chapter going into a book – carries a vibration of some sort, and the stronger your personal vibration while writing the greater the likelihood that those who are somewhat sensitive will feel it. If you’re in a bad mood when you write, don’t be surprised if the reader doesn’t like what you wrote. Conversely, if you’re in an incredibly positive and vibrant state, the reader may feel such a strong current coming from your words that you lift him from the doldrums of depression into an exalted state of mind. Then again, if you’re somewhere near neutral when you write, don’t be alarmed if no one bothers to read anything you put out. Make no mistake about it, if you want your writing to get read, it better have some ZAP.

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www.knockoutmarketing.com • Copyright, 2008, Matt Furey Enterprises, Inc.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR

May 2008

Many marketers and copywriters have bought into the ridiculous notion that all they have to do to succeed is copy or model someone else who is successful and that this method alone will help them succeed. No, it won’t. For two reasons: 1.

It isn’t the words as much as WHO wrote the words and the emotional state he was in when he wrote them. Try all you want but you cannot duplicate Beethoven. You can play his music – but try writing it. Very different ball game, eh?

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Superstar copywriters or entrepreneurs who create a grand slam ad are often unable to do it again – EVER – in their entire career. You can run down the list and see over and over again how these copywriters continued to write great stuff – but nothing ever matched their grand slam effort. Even when they copied their own formula, they still came up short. With this in mind, how can someone else come along and copy the original copywriter and think he’s going to get similar results? Tis not going to happen.

I say all of the above because it isn’t just the words that do the selling. It’s the emotion behind the words. Remove the emotion and you don’t have great copy. So it makes sense to me that you spend as much time learning how to raise your level of vibration as you do learning marketing and copywriting strategies. Trouble is, no one ever teaches how to INFUSE your writing and marketing with a level of vibration that is so positive and potent that people can literally feel the energy pouring off the words you’ve written. Fact is, if your vibration level is high enough, you could put words in print today – and a couple of hundred years from now, when you’re no longer on this physical plane, those words would still carry a “buzzzzzz” that others feel. Let me give you an example. A few weeks ago, I was in a bookstore. I had a stack of books in my hands and was walking down the aisle toward the cashier. As I was walking past a bookcase of hardback Agatha Christie novels, my eyes and head were pulled to the left – as if I was being magnetically pulled in that direction. I took note that this was the third time in less than a week that I was being pulled in the direction of this particular author’s books. Well, as the saying goes, “third time is a charm.” This time, instead of continuing to walk on by, I stopped and picked up a copy of Evil Under the Sun. I opened the book and turned to the first chapter. Disclaimer: The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to increase personal wealth. No promise or guarantee of results is implied or suggested.

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The Newsletter for Online Entrepreneurs As I began reading, I was getting zapped. “Buzzzzzz” was hitting me so hard I was getting knocked backward. “This is powerful,” I said to myself. But then I thought, this can’t be true of ALL of her novels. Maybe the first book I’d picked out was an exception. So I picked up another, and another, and another. Yet, each and every Agatha Christie book I picked up and began reading carried a HUGE positive charge. I bought two of the novels and took them (along with the other books I bought that day) to my condo on the beach. Now, buying a couple novels was more difficult for me than you may realize, because “Matt Furey does NOT read novels.” I can count on one hand the number of novels I read per year – and that is being generous. Once at the condo, I pulled out my laptop and Googled “Agatha Christie” to see what I could find out about her. I had no idea that she’d penned 66 novels during her lifetime and had sold over one billion copies of her books – second only to Wilhelm Shakespeare, who, in my opinion, never even existed. (I’m of the Mark Twain-ish belief that Shakespeare is a figment of peoples’ imagination – yet I digress.) Here’s my point: You cannot be the author of books selling over a billion copies UNLESS you are operating at a highly charged frequency. The chances that you are vibrating at a level way beyond the norm are 100%. Agatha Christie is an example of what I call Zero Resistance Writing™. She was the type of person who could sit with a pad of paper or a typewriter (she wrote before computers) and pound out words that captivate and intrigue. She was the type of writer who writes without fear and without resistance. Although I haven’t sold a billion books YET – I’ve been told that my writing (especially my daily emails that so many people are literally “hooked on”) also has this distinct and mesmerizing “buzzzzzz” that makes you want to keep reading. Wouldn’t you like to hear things like that said abut YOU? Last year, while in Japan, I met with Ajari-san, a marathon monk who is 82 years old. He’s called a “marathon” monk because he is only one of 49 men since the mid-1800s to do the “impossible”… run the equivalent of 1,000 marathons in seven years – and many of them were double marathons (84 kilometers per day). Each morning, he would get dressed and begin his trek through the cold, damp mountains in Mt. Hiei. Even if he was injured or feeling a bit “off,” he would begin his journey. With a smile on his face, he described how he carried a knife, a rope (for hanging), and a handkerchief with him each day. The reason may shock you. Here it is: If he were to give up or fail to reach his goal – he would need to take his own life.

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Now THAT is commitment. Unlike other monks who begin their training around age 20, this man started at age 40. Upon successfully finishing the 1,000 marathons, he decided to do the unthinkable. Not satisfied with merely finishing – something that is almost impossible to do – he chose to do the 1,000 marathons again. This time, he completed the goal in six years instead of seven. In Japan, anyone who accomplishes this feat is considered a “Living Buddha.” A couple of years ago, I went through an illness that led to what many people would describe as a profound transformational experience. While I was doing my best to recover from what nearly killed me, a man I met in China gave me the story of this marathon monk. I read it over and over. Each day, when I trained, I would picture this man, see him running through the rain-or snow-covered mountains. I would picture him fighting off poisonous snakes and wild pigs. And when I thought of what HE was able to do with the right mental focus – how could I give up on what I wanted to accomplish? When I was given the green light and allowed to meet with him (no easy task, I assure you), a dream had come to life. I came to thank him and tell him how much his story helped me overcome some tough times. After I thanked him and offered a copy of my book and some other gifts, he said, “It is not ME but YOU who got yourself better. I am just a man. It was you who, while lying in bed, began to do Zen breathing exercises that opened you up to a new level of being.” As I sat in Ajari-san’s temple listening to his stories, I felt a “buzzzzzz” going on inside. Hours passed by in minutes. He was telling simple stories – yet I was mesmerized the entire time. Several hours after our meeting ended, I was still swimming in a current of electrical energy that was out of this world. What does this have to do with copywriting – specifically, email copywriting? Let me tell you. When someone writes, speaks, or even looks at you without resistance, you feel it. When you read something written by the pen of a fearless man or woman, you sense it. It’s the kind of writing that is powerful, passionate, and… electric. It carries a charge that keeps you reading, even if it’s “simple words.” Astute readers of my daily emails can tell via the mere reading of my words and the energy that comes from them that I write without resistance, without blocks and without concern for what everyone else thinks. But they don’t know how I put myself into this state. I cannot say what Agatha Christie did to ramp up her vibration, but I can assure you that she did something because no one writes the way she did without being deeply connected. I believe the quality of being emotionally free, willing and able to express yourself without resistance is the key to greatness in writing. Whether we’re 4


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The Newsletter for Online Entrepreneurs talking about copy writing, email writing, or book writing – to succeed at the highest levels you need to practice what Zero Resistance Writing. To my knowledge, no one teaches you how to write without resistance, without blocks, fear, or apprehension. Yet it is the KEY that unlocks the door to greatness. Writer’s block and other self-limiting hang-ups do NOT need to exist in your world. Imagine that you could delete from your mind all extraneous thoughts anytime you wanted. Imagine that you could sit before your computer and crank out extraordinary copy, on command. Imagine that you could do it day after day after day, without fail. I’m telling you – YOU CAN. If interested in learning more on how to get into this fearless state of mind when you write – then you’ll want to get your hands on the DVDs from my Zero Resistance Writing seminar held in May of 2007. To enquire send an email to [email protected]

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Big Time Email Copywriting Mistakes Before I begin teaching you how to write a money-drenching email in 10-12 minutes, there’s something you need to know first. And that “something” is all the mistakes you see being made by almost everyone. Thing is, you might not think what you see in so many emails is a mistake because …. “everyone is doing it.” Well, as your mother probably told you once or twice – perhaps when you got caught smoking, “Just because you THINK everyone else is doing it doesn’t make it right.” Bear with me for a moment. I realize what I’ve written above may come off as arrogant. It may come off as “I know everything” and everyone else is wrong. Not my point. My point is I have a different take on this matter of Email Copywriting, and I have a different point of view for a damn good reason. My emails kick butt – and those who follow what I teach quickly learn to do so as well. So let’s suspend judgment about me being pompous, at least momentarily, and concentrate on whether or not you can learn something from me. Deal? Okay, let me cover some mistakes I see being made in many, many emails – mistakes that make the reader stop reading. Not something you want to have happen to you, right?

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Email Copywriting Mistakes Mistake #1: Subject line ALWAYS begins with my first name For example, I sign up for your email tips. And every time you email me the subject line or “headline” says something like, “Matt, Top 3 Ways to Burn Fat.” 6


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May 2008

Or, “Matt, How Do You Make Money Online?” Yes, this technique of using the person’s first name may bump sales once or twice, but that doesn’t mean you use it EVERYTIME. As I learned in kung fu years ago, “A strength over-extended becomes a weakness.” Using someone’s name is good salesmanship. Using it in the subject line of every email is not. Mistake #2: Top of message lists the contents of the email Why on earth do I need to see the contents of an email at the top of an email? Instead, why not suck me into your universe with powerful, riveting copy? Chances are excellent that when I see the “contents” listed I will quickly scan and say, “Ah, not for me” and move on. Not only that, but part of being an effective email copywriter lies in your ability to convey warmth. How warm is a table of contents at the top of an email? Mistake #3: First sentence is boring, dull or too long to keep me jazzed After someone reads your subject line and opens your email, you must not take anything for granted. Your first sentence has to be powerful. It must arrest the attention of the reader and make him so curious he has to keep reading. For example, here’s an opening sentence I read a few minutes ago in a recent email, followed by what I wrote to make it more compelling: First sentence: “Do you know someone who will be going into surgery soon? Rewrite: “Surgery sucks. Especially open heart surgery. I know people who almost died from it. Some who have.” Now, you might say, “Hey, Furey, you cheated. You wrote four sentences instead of one. And some of your sentences aren’t grammatically correct. They’re not even sentences. Your English teacher would flunk you for what you wrote.” And in reply I’d say, “My English teacher never made a dime from her writing, I do.” Mistake #4: Teaching In our most recent MasterMind meeting I handed emails that several members had recently written. and stopped reading whenever I thought the writer when I thought the writer satiated the thirst and

out a booklet containing I read each email out loud had “lost” the reader – OR hunger of the reader.

When I say “satiated the thirst” I mean that the reader would no longer feel the need to BUY the product because he has just been fed. Instead of being teased to the point that he’ll pay for his meal, he’s been given enough that he’s forgotten he was hungry or thirsty in the first place. Over and over you see emails being sent out that teach, teach, teach. The emails scream, “Let me show you how smart I am. Let me show you how much I know. Want to know how to make money on the Internet – well, I’ll prove I’m your man. Here are five ways to do it.” Here’s what happens when you do the above.

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The Newsletter for Online Entrepreneurs The prospect reads your five ways. He makes a note if you write something good. Most of the time, though, he thinks to himself, “Hey, I already know that. Why should I pay for a product that tells me what I already know?” Or he doesn’t agree with your “tips.” In fact, he strongly disagrees. You’ve lost him again. If you only knew how to dangle the carrot you’d have the money and the prospect would have an entire system to look over to make the decision about whether or not your product is worth a damn. That’s how it works, my friend. Mistake #5: No story A couple months ago a member of my coaching told me that if he didn’t send informative “nuts n bolts” emails to his list they would begin opting out like crazy. So what does he do? He teaches in his emails. Wrong answer. The right answer is to figure out how to write incredible stories that make people feel like they are getting more than they’d get if you gave them “how to.” Fact is that the story is the only thing most people will remember. Not the facts. Not the stats. Not the studies or theories. People want to listen to and read stories. Imbedded in these stories are instructions on how to live a better life – as well as how to order your product. If you lose a ton of people when you tell stories, then your stories need a lot of work. At the same time, look at the people who opt out. Most are not buyers. If you’re not losing the non-buyers from your list each and every day, you’re lukewarm in your selling. And lukewarm gets spit out. Recently I was talking to Pete Lillo about decisiveness and desire. I said that any goal you have that you are lukewarm about, you might as well give up on now because you’ll never create the result you want with anything less than a burning desire. Not only did Pete agree – but he went so far as to say that he won’t do business with anyone who signs his name after using the word, “Warmly.” I agree. Do business with people who are red hot. Not with the cold, the warm or the lukewarm.

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How to Write Red Hot Emails For a moment, let’s pretend you’re witnessing a conversation I’m having in a bar with a few aspiring email copywriters. After I’ve had a few drinks, these men and women realize I am about “three sheets to the wind.” They figure the moment is NOW – so they pop the question: “Furey, without all the B.S., what’s the single biggest email copywriting mistake you see people making?”

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Being that I’m feeling totally uninhibited – which is my normal state anyway – I don’t hold back. Without hesitation, I say, “The biggest mistake of them all is over-teaching in your emails. Let’s be honest, teachers aren’t very highly paid. There’s no money in the profession. But there is big money in copywriting, especially email copywriting – and it’s the easiest way for a copywriter to hit six figures per year.” When you hear this, your eyes pop with amazement. You can no longer stand on the sidelines and watch. You jump into the conversation to say, “But I heard an email needs to be loaded with content. I heard it needs to teach.” “It needs to teach all right,” I reply. “It needs to teach people to sit up and pay close attention to everything you write. It needs to teach people to be in AWE – to be mesmerized. It needs to teach people how to laugh again, how to enjoy life, how to be inspired to reach for the stars and go for it. But anything beyond that is over-teaching – and when you over-teach, you cannot sell anything. That is where the fine line gets blurred.” We’ve all heard the roar about giving away the store in terms of free content in order to woo the buyer to purchase our products. But that’s NOT the best strategy. And so, as an email copywriter, you need to be keenly aware of this important distinction. Write copy that teaches too much, and sales suffer. Write copy that gets the reader curious, excited, and eager for more – then sales will BOOM and those you’re writing for will love you. Your job is simple: You write emails that info-tain the reader so much he can’t wait to read your next dispatch. Perhaps you’re wondering, “Info-tain? Are you serious?” Sure am. And do you want to know why? It’s because those who entertain us make a boatload of money. You, as an email copywriter, can do something great with your talent – and be totally free and open as you take off the hat of “expert” and become an info-tainer. You entertain with information – and that leads to increased sales.

Matt Furey Zen Master of the Internet®

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Matt Furey’s…

Internet Marketing Money-Generator

The Newsletter for Online Entrepreneurs August 2006

Fureyous E-mail Strategies If you had to choose the one thing I’ve done on the Internet better than virtually anyone else, and taught better than anyone else, chances are you’d select the subject of email marketing. The writing of powerpacked, money-drenching emails is my forte – and there are many reasons why I believe my method of email marketing is best. From time to time I think that this monthly newsletter could be a compilation of good, great and ugly-bad emails, along with my critiques, including but not limited to a psycho-analysis of why they do or don’t work. In this issue I’ll do a little test and see how you like it. What I’ll do is give you an email strategy, then give examples of how it is applied. The first strategy I reveal will give you a window into my world and how my thinking about email differs from many other teachers. Read on and see why I think you’re well advised to follow my lead, and the lead of dozens of people in my MasterMind who are already doing regular emails and reaping major rewards. Let me begin with this month’s key email strategy: The primary purpose of an email is selling; not teaching. Give the appearance of teaching but do so without teaching. Or teach that which motivates and inspires – or gives the person who reads a small whiff (not a taste) of the bigger fish you’ve got cooking for him. Okay, what do I mean by the appearance of teaching? And how can you accomplish it without upsetting your list? Aren’t they going to be angry because you’re not revealing what you know for free? There are numerous ways to sell in an email without teaching and WITHOUT upsetting your list. In fact, if you follow what I teach, your list will love you. But before I teach you how to give the illusion of teaching, you have to understand why you DON’T teach in an email. Here’s the reason: 10


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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR

August 2006

You don’t teach in an email because it leads to fewer sales. Now, if the above isn’t a good enough reason to avoid the email, then there ain’t a better one. MasterMind member John functionalhandstrength.com – earns well over six figures per website – and he’s only about 16 fully dedicated months into

free teaching Wood – www. year from his the business.

John first learned the “don’t teach in an email” philosophy from me a couple years back – and naturally, as all marketers must test my premise, he tracked his sales on the days in which he gave a training regimen or program vs. the days in which he inspired, motivated and entertained. John will tell you, unequivocally, that his weakest sales were always on the days in which he stopped selling and put on the hat of teacher.

Free Content in Emails? There are many Internet marketers who believe your job, in an email, as well as on your website, is to provide tons of free content that teaches what you know. I agree with the giving of a ton of free content – BUT make sure the free content is NOT instructing someone, in detail, about HOW to do what you are selling. Believe me, there is a reason why this Fure-cat has an email list in which half the people are buyers. Other direct marketing companies would be ecstatic to have a list in which 20% were buyers. Sure, you may have more “pretend” friends when you teach in your emails. You may get more praise from your list. But you need to detach yourself from the need for praise and focus on building your business. This does NOT mean that you “should” never, ever teach. Just understand that teachers don’t make much money, salespeople do. From time to time, if you doubt my words, do a series of teaching emails and see how you do. When I’m at my vacation home on China’s Hainan Island, sometimes I send out an email that “teach” the culture, the diet and the exercise methods of the Chinese. The readership of these emails is huge. Yet, I can show you the numbers. Despite high readership and despite high praise, these emails do not sell as much product as those in which I dangle the carrot. Over a year ago, I ran a series of emails on the dangers of NutraSweet and other artificial sweeteners like Splenda. We got hundreds and hundreds of emails telling us how wonderful the advice was and how it had changed their lives for the better. In these instances, I guess I performed a great community service, which is good to do from time to time – but once again, mark my words, these Disclaimer: The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to increase personal wealth. No promise or guarantee of results is implied or suggested.

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The Newsletter for Online Entrepreneurs emails did NOT move product faster than the “illusion of teaching” emails. So you have a choice to make. Teach and get awards – or sell and make money.

Okay, what is the “illusion of teaching?” You can accomplish the illusion of teaching when you tell a compelling story with a great message that people can latch onto. They will like it. They will feel inspired (to take action, by getting your product). They will even tell you how much you’ve taught them in what you’ve written. Yes, in a sense, you have taught them something, but compared to what you know, you didn’t scratch the surface. Not only that – but remember this: The results you get from an email have a lot to do with the intention of your email. Even if someone walked away with a tip, you know that the PRIMARY purpose of the email was geared toward selling your products and services. For example, I recently wrote an email about the benefits of eating watermelon. In a sense, it is an informative email – yet that is not the INTENT of the email. The intent is to sell subscriptions to the Matt Furey Inner Circle – and watermelon is the bait I use. Sure, you CAN learn something from the email and start eating watermelon to improve your health – but chances are excellent that you won’t eat watermelon correctly and the way you do it won’t lead to weight loss. Why? Because the details are NOT in the email. They come in the paid newsletter. In fact, in the August issue of the MFIC newsletter, I tell the story of the man, who is not a subscriber, who read the email I wrote on watermelon, bought one, wolfed half of it – then threw up a half-hour later. On top of that he got diarrhea. He told me so over lunch a few weeks ago when he was introduced to me by a good friend. I smiled and told him that those who are subscribers will get all the details about HOW to eat watermelon so they don’t make the same mistake.

Tell Them They Aren’t Getting It All for Nuttin I enjoy telling the readers of my newsletters that there are critical details on the subject I am writing about that I will not give in the email itself. Then I let the reader know that I willingly and freely give to those who are members of the Matt Furey Inner Circle, or whatever the product is that I’m highlighting. In so doing, I’m letting the reader know, point blank, there is a marked difference between free and paid. This is an example of knowing, as Kenny Rogers would sing, “when to hold ‘em, when to fold ‘em, when to walk away, when to run.” Now, let’s take a quick peak at how I accomplished this in the email I wrote last month on eating watermelons to shrink your prostate as well as to lose weight. Read the entire email so you become aware of the set12


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August 2006

up. See how a “whiff” of information is brought under the reader’s nose so that he begins to salivate. Then pay close attention to the sections I have underlined. This is where I whisk the watermelon away and tell the reader how he can get ALL the juicy details.

Watermelonize Your Prostate – and Lose Weight, Too Hi Bob, If you’re a man – you probably still have a prostate; unless a doctor or wicked witch got hold of you. Maybe both. Well, if you’re still in business, pay heed and listen to Fure-cat for a moment. Around that 40-year mark, many men starts to thinks that maybe, just maybe, the pee-line ain’t making a bee-line like it used to. Or they’re a bit concerned about some swelling in the hidden region. To combat this you’re often advised to take a variety of supplements – and increase uptake of lycopene – which we’re told comes from tomatoes. Thing is the tomatoes need to be cooked, otherwise no lycopene for you. So you get your lycopene from ketchup and tomato sauce or stewed tomatoes – NONE of which I like. Yet, all along, there’s this other food that you don’t need to cook. All you need to do is slice it and start chomping away. And it contains MORE lycopene that tomatoes. It’s called WATERMELON. Eat it daily and it may help keep the witch doctors away. In the August issue of my Health & Fitness newsletter – I’ll go into illustrious detail about this wonder fruit, including how to use it to lose weight, get stronger, increase endurance, and so on. To read what I have to say, you’ll need to be a member of the Matt Furey Inner Circle. There are two ways to enroll: 1.

You can join for a full year and get 7 best-selling gifts absolutely fu-reee. Just go to http://www.mattfurey.com/furey_inner_circle.html and get on the train. or

2.

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You can test drive the program for a month – with incentives that rule. Go to http://www.mattfurey.com/fg324trfsr3ttai.html www.knockoutmarketing.com • Copyright, 2006, Matt Furey Enterprises, Inc.

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The Newsletter for Online Entrepreneurs Get on the schtick, men. Make sure you enroll in the Matt Furey Inner Circle NOW. Best, Matt Furey

How Did This Email Do? Now, you might wonder how this type of email did in terms of sales for the Matt Furey Inner Circle. Well, it kicked butt. No, it was NOT one of my best emails. But for five minutes of work, I think it did pretty doggone well. In fact, a series of emails I wrote promoting the MFIC over a oneweek stretch garnered over 300 NEW members. This is worthy of mention because the MFIC is NOT new and my list hears about it all the time.

Valuable Lessons in Every Email? What I’m about to say may appear, at first, to run contrary to what I’ve told you so far in this issue, so pay close attention. Yes, there ARE valuable lessons in every email I send. Yet, the lessons are more about the “mind” and DOING something; moving forward, persevering, having a burning desire, setting goals, focusing on the task at hand, never giving up, and so on – than they are about techniques they can follow without getting my product. Never forget that success is 90% mental – and if this is the case – a great deal of the power of email marketing comes from an understanding of behavioral psychology. Those who are bright will always gather something helpful from every email I send, even the emails that are straight sales presentation without a warm-up. What can you learn? For one, you’ll learn why MasterMind member, Mike Storms, refers to me as “Freaking Relentless.” Pete Lillo – www.petetheprinter.com — says that I understand what most marketers never get. He calls it the 2 R’s – “Relentless Repetition.” Those who win in the game of life are heaven-bent on relentless repetition. When I was in China I sent an email to Steve Chandler, thanking his persistence in making contact with me. It took over a year. He back, telling me how he watched a pro football game one afternoon, saw the running back score a touchdown after getting whacked three behind the line of scrimmage. When Steve saw this he said he would business the same way. Good idea!

him for wrote and times run his

Incidentally, if you haven’t gotten Steve’s books yet, you’re really missing out. He wrote about me in The Story of You – and How to Create a New One. This book is kick-rumpus. So is Reinventing Yourself. 14


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Other things you can learn from my emails You can learn something about good writing – including how to use improper grammar and slang deliberately; you can learn something about how to get peoples’ attention with a good lead and/or story. You can learn WHAT to do, as in ‘eat watermelon’ – but you aren’t taught HOW to eat it for weight loss. And on the many, many occasions in which I write something motivating, inspiring and heart-wrenching, you can learn, too. Occasionally, I am mega-generous, have a bug up my kazoo, or have something I want to express right away – so I do it, and these emails you could literally take to the bank in terms of hard-hitting “how to” information. For example, I may do an email, as I’ve done previously, on the danger of drinking diet sodas. Or one with a specific recipe. These sort of emails are okay now and then to break the ice – but rest assured, they don’t make as much money as an email that gives the reader a “whiff” of what is cooking in the kitchen. Believe me, when I’m selling, instead of telling people not to drink diet soda – I will tell them how “next month’s” issue of my monthly newsletter and CD will reveal all the so-called “health” beverages people drink that are making them fat and shortening their lifespan. See the difference? The title and lead for an email would go something like:

3 Health Beverages That Make You Gain Weight Dear Friend, Everywhere you turn you are presented with a so-called “health” drink. Red wine is supposed to be good for you. So is coffee. So is fruit juice, vegetable juice, green tea, white tea, beer, milk – and so on. Yet, if all of the above are healthy, why are Americans getting fatter and fatter by the day? Not to mention the British, the Australians – and yes, the Chinese. Something just doesn’t seem right – and I’ve uncovered what beverages are the real culprits. I’ve nailed down precisely which beverages are healthy and which are not. I’ve cracked the code on what beverages make for a bigger, fatter, more rotund YOU. And in next month’s issue of the Matt Furey Inner Circle, I’m going to reveal all. Etc. etc. etc. Matt Furey

How long to write an email? Now, I timed myself on the above. I wrote it stream-of-consciousness, off-the-cuff, as I do all of my emails – and it took about 2 minutes and 10 seconds. 6


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The Newsletter for Online Entrepreneurs As Dan Kennedy always says, “Money is attracted to speed.” The beauty of what I wrote is that it was done fast and it will SELL my product. I didn’t have to do research for the email. That is something I do for the paid newsletter. Nope, in an email I simply sit and crank. Sure, in some emails I may talk about how much weight Americans, and Australians, and Europeans have gained over the last 10 years – and give the poundage. I might even site a study here and there on the percentages of fat people, obese people, people with diabetes and so on. But I will not go overboard on this.

Eliminate the Need for Approval Many Internet marketers feel the need to prove themselves, to let everyone know they’re a nice person. Or that they’re generous, smart, an expert, and so on. In order to get this approval these marketers give their “best stuff” in their emails. Very, very dumb. Forget the approval seeking. People approve of you MOST when they make a decision to buy your product or to attend your seminar – or to join your coaching. Everything else prior to them giving you money is poppycock. It’s glad-handing, aw shucks, you’re wonderful, we love you hokum. Here’s an example of why I say this. Back in the olden days, before I did seminars on Internet marketing – and BEFORE I formed my first MasterMind/Coaching program – I mentored a number of people, some of whom are quite prosperous today as a result of what I taught them. They’re involved in selling everything from fitness to personal power. These men told me how wonderful I was, how I taught them MORE useful and practical know-how about making money online – as well as offline, than anyone else. They called me or emailed whenever they had questions, and I was generous with my replies. But – when I made a transition from “free coach” to paid coach, they quickly disappeared. These same people would fork over four or five thousand bucks to go to someone else’s seminar, or put out 10 grand or more to join someone else’s coaching – and they’d tell me about it. After the seminar they paid for, they’d tell me that they didn’t learn a damn thing that was practical or useful. They’d tell me how they were bored to death. They’d once again acknowledge that I taught them FAR more than the others – and then, when my seminar arrived on the calendar – they were NOT attendees. They expected me to let them go for free. Afterall, we were friends. HA! One of my biggest lessons came in 2003, at the hands of a man I had mentored from $1,500.00 per month to well over a half-million per year (within 18 months, I might add). He was the only person I mentored for

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free who attended one of my events as a PAID attendee (it was only $995.00 back then). Toward the end of the event, I had a private closed-door meeting with a group of attendees who wanted to be part of my first-ever MasterMind. This man attended the meeting, mostly, I guess, to study my sales presentation. There wasn’t one. I simply passed out the forms (the attendees had already been sold during the event) and the people sitting around the table started filling them out. When everyone else was filling out the forms, the ingrate said the following out loud, for all to hear: “You know Matt, I’m wondering WHY I should pay to be part of your coaching when up til now you’ve coached me for FREE.” Without breaking stride or reacting in an explosive manner, I turned to him and politely said, “Well, it’s NOT free anymore.” He didn’t fill out the form. This taught me a valuable business lesson. Be generous with those who are giving you money. Go the extra mile with those who are paying. Be stingy with those who aren’t. Cut stingy people, freeloaders and gladhanders out of your life immediately. Now, don’t go to extremes with what I’ve just told you. There is a time to give – but you must understand that it is strategic giving, not stupid giving. Strategic giving leads to more money, better relationships and an improved career. Strategic giving also makes you feel good about yourself. Stupid giving leads to failure and frustration.

Examples of Strategic Giving

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Send a daily email that entertains, motivates and inspires.

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Give a free teleseminar that leads to the sale of your product or service.

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Give a free seminar that leads to the sale of products and/ or coaching.

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Give your books, DVDs or courses to power players who might Joint Venture with you or plug you.

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Give your products to people in the media who can give you free publicity.

6.

Give gifts to your best customers to show how much you appreciate them; afterall, they’ve given you a good life.

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Give money to those who are poor, less fortunate, etc. – which puts you in harmony with the Universe and creates greater abundance. Zhannie and I have opened two schools in China in remote areas. The www.knockoutmarketing.com • Copyright, 2006, Matt Furey Enterprises, Inc.

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The Newsletter for Online Entrepreneurs kids we give to cannot give back in a monetary way. Yet, I believe both of us will agree that we’ve increased our income dramatically via doing this. So, mark my words, there’s a difference in HOW you give and WHO you give to. There’s a difference between strategic and stupid giving.

Give ‘em a List Another example of appearing to be teaching, but not doing so, is when you give the reader a list of three or five or seven things he can do to make money, lose weight, pick up chicks, increase flexibility, remember names, improve creativity, and so on. You make a list alright. And you tell people the things that they can do to improve. They will be ecstatic. They will be over-joyed. They will acknowledge you as the expert. They will be informed (partly so). And you have taught them something. Only thing is that the person must commit to doing something. Otherwise the WHAT to do won’t change a thing in their lives. The reader must commit to transmuting what to do into HOW to do it – and this cannot be done without further study. This means if they really want to learn, they better get the product, go to the seminar, and so on. One of the product categories that has the best tag on the above is the ingestible health supplements industry. Dr. Dave Woynarowski, M.D., – www. drdavesbest.com – has the distinct advantage of being able to tell you everything under the sun about what you need in terms of supplements – and how they work to improve your health. Yet, none of what he says will do you a rat’s ass of good unless you get his supplements.

Email Examples and Critiques What I’m going to do now is show you some examples of emails that were written by members of my MasterMind – along with comments on what was good or great – and what could be done to improve it. I think you’ll find this section incredibly helpful in your own marketing efforts, whether it be email or any other form of selling. Let’s look at John Wood to kick things off. John sent me two of his emails. The first is one in which he was “teaching.” It didn’t do very well. In the second he “motivated” to take action. It kicked butt. By the way, I will interject comments throughout – blocked off with the following: [Note:] A Pair of Winning Exercise Combos <$firstname$>, I believe that the relative ‘worth’ of any exercise or group of exercises has more to do with how they are performed than what they are. This is why it is possible to make phenomenal progress on the simplest exercises. Newton’s Third Law of Motion states that ‘For every action, there

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is an equal and opposite reaction.’ Tis true, since almost every motion of the human body is governed by the behavior of opposing muscle groups, one to flex and one to extend and yes, both are involved in every motion to some extent, not purely one or the other. [Note: Utterly boring me to death. Sounds like college professor all over again. Ugggh. Also, opening paragraph is too long.] So, since this is the case, (and it is) an effective routine must attend to the development of both structures within a given bodypart if you want to achieve maximal development. If you have ever wondered why ‘Johnny Biceps’ at your gym, who does nothing but curls, never got any bigger it’s because he forgot this (or more likely just ignored it.) Today I am going to tell you about two sets of exercises, both very simple, which will build tremendous strength and power if done correctly. With a free weights: 1. The standing curl 2. The standing military press For the bodyweight oriented: 1. Pullups 2. Dips Of course, there are many more combinations, these are just two of my favorites. In fact, you can combine these two, add some leg work, neck, abdominal training and a few grip exercises and you have yourself one heck of an effective program. [Note: Although John didn’t give much here in terms of teaching, he really did as many people know how to do all the exercises he listed. In listing them the way he did, the reader now knows how to pair the exercises for maximum benefit. He gave them too much. He satiated the reader’s appetite with this, so they didn’t buy that day.] Train hard. John Wood P.S. This concept also applies to forearm and grip training which is what makes The Formulator so incredibly effective. If you haven’t scooted on over to check out our Brand New Formulator Training Guide, Now is your chance: http://www.functionalhandstrength.com/formulator_guide.html Are There Really Secrets To Hand Balancing <$firstname$>, I bet you didn’t know that I’ve been a fan of hand-balancing for quite a long time now and have collected more than a bit of material on that subject. [Note: Opening is much more inviting than email # 1. Has zero professor-speak.] 10


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The Newsletter for Online Entrepreneurs Let me tell you, it ain’t easy to find either. [Note: Setting up Law of Scarcity and Availability.] About a year ago I hit the jackpot, a fellow came along with a treasure trove of training courses from the personal collection of none other than Professor E.M. Orlick. You can bet I snapped those up quick, he was one of the very best Strength and Physical Culture authors and his stuff is very hard to come by. I would imagine that I happen to own the last surviving copies of some of his courses since they were self-published in very limited numbers. [Note: Psychology: I want it, too. Why are you the only one who has them? Here are some interesting things he wrote in one of his hand balancing courses that you will find of great interest.: ‘Are there really secrets to handbalancing?’ – The answer is very definitely ‘YES.’ Every trade, art, profession and sport has its own special secrets and handbalancing is no exception. This does not mean that those in the know are deliberately conspiring to keep ignorant. What it means is that there are ‘short cuts’ to learning which only a few people know. Or special ‘tricks of the trade’ which you ordinarily learn only by doing something over and over again hundreds of times. Often those who use the ‘secrets ‘ don’t even know them and are unable to teach them to others. [Note: Oh boy, now I MUST have them.] There is an old saying among gymnasts and acrobats that ‘there is a trick within every trick.’ In other words, each stunt has within it something special , which if you knew, would enable you to learn that stunt much more rapidly. Every good coach is constantly trying to discover these special ‘secrets’ so that he can pass them on to those under his guidance. He wants his men to learn as quickly as possible with the least expenditure of time, effort and energy. [Note: Me, too. How can I get this so I can learn easily?] In handbalancing, little things often make a big difference when it comes to learning a difficult stunt. In fact, the little things are frequently more important than the big things because they are not so obvious. Thus knowing the right position of even one finger can save you months of unnecessary practice…’ There is a great deal of wisdom in those words. [Note: And SELLING POWER.]

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Fortunately there are those willing to teach others their secrets. [Note: Oh, goody!] If you want to learn the ‘ups and downs’ of hand balancing, we have the latest and greatest training course written on the subject Right Here: http://www.functionalhandstrength.com/hand_balancing.html Or, if you prefer to have the ability to draw a crowd wherever you go, and have a heck of a good time training for a very impressive feat, you can learn how to rip a phonebook in half the right way with Dennis Rogers’ Brand new How-To dvd: http://www.functionalhandstrength.com/phonebook_tear.html Take your pick and wow ‘em all. Train hard. John Wood [Note: The only thing I don’t like about this email is the switch to a different topic at the end. I would have put that in a P.S. after his signature. Otherwise, fantastic.] Now let’s look at William Huff’s email – www.shaolinsecrets.com Attack Your Fear Matt, This past weekend I was in Tampa, Florida for a Mastermind Meeting. The Mastermind concept is a success concept that teaches you that if you want to get something, be someone or improve yourself, get into a group of other like minded individuals that want the same thing. By doing so, you magnetize yourself and the others in the group to attract and get what you want faster. This Mastermind group is sharp. Like a razor. The energy in the room is unbelievable and there are already people in the room who have seen improvements of 100% to as much as 500% in their businesses and other areas of their lives. Some have started from scratch in January and already have a viable business up and making money. Some have quit their jobs, started new careers and have never been happier. Others are still in the same career but are building businesses in their spare time with the goal of switching careers. Some… shall we say… are dragging their feet. Now you might ask yourself, “Self, why would anyone spend money to join the group, travel thousands of miles and take time away from family and friends to not take the action that they said they wanted to take. Simple… it’s Fear. Fear of the unknown; fear of success, fear of failure… fear of the Boogeyman or the monster that you just knew was hiding under your bed when you were a kid. 12


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The Newsletter for Online Entrepreneurs Whatever the fear is about, it can hold you right in place, doing nothing, going nowhere, living your life out one agonizing day at a time while you long for something different. Unless… you attack your fear. My Mentor taught me this weekend that logical thinking doesn’t conquer your fear. Writing out plan after plan and list after list won’t do it. Talking to your friends won’t do it. Going to the gym to work out won’t do it. Having a drink will do it temporarily but the fear will be there, along with a headache, when you get up in the morning. Nope, one thing and one thing only beats Fear… Action. Action. Fast action. Decisive action. Action that gets you moving in a forward direction towards what you want. This weekend my Mentor used me to teach the group and myself this lesson. He had me stand in front of the room in a neutral position. He told me to relax, be grounded and breathe. He began doing energy work on me; slapping different points on my body that hold energy, hitting two energy points on opposite sides to free up blockages, and also striking different points that had uneven or “dirty” energy to get it released and moving. While he was doing this, the crowd was cringing and making faces. They thought he was hurting me, but the more he slapped and whapped me, the bigger a smile I started to get. Then, we got to the teaching part. Here he told me he was going to hit me in the gut and I was not to take a step back. I was to stand my ground and not let him knock me off balance. I wasn’t allowed to be in a deep stance or to put one foot back; I had to stand there with my feet shoulder width, breathe and relax. He said he was going to hit me three times and every time I took a step back, we had to start over again at one. For those of you that don’t know, I’m not a large man. At 5’6” and 161 pounds, I am what the Irish would call “wiry”. My Mentor is a National Collegiate Wrestling Champion and World Champion in Kung Fu. He’s about 5’8”-ish and in the neighborhood of about 230 rock solid pounds. This… was going to be fun. After the first couple of shots to the body, I had moved on each one and had to start over. Everyone in the crowd had graduated to the “Oh My God He’s Really Going to Kill Him” looks on their faces. While I was trying to figure out what I was doing wrong, he looked at me and said, “Stop trying to not fall over. Clear your mind and attack the punches with your stomach instead.” 22


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Three solid punches, wham, wham, wham… and I didn’t move an inch. The crowd burst out into applause as I bowed to my Mentor and showed respect for the lesson I had learned. He turned to the crowd and told them that what they just saw was a metaphor for fear. “When you feel fearful, you have to attack it. Instead of trying to figure out why you’re fearful and what might happen, just go. Attack. Get after whatever it is that’s making you afraid and as you can see, you’ll come out on the other side feeling better than ever about yourself and you will have achieved what you wanted.” I realized right then that while I had been taught this by my Instructors in different ways, no one had explained it to me in this way… until now. This is one of the most powerful lessons you or I could ever learn. When you’re in class and it’s time to spar, it’s okay to be anxious, nervous and fearful. Almost all the students I work with and talk to, especially the women, dislike sparring. The cure is to do what… that’s right; get in there and spar. Because as soon as you start and you take that first shot… boom; no more fear. Attack your fear. Go after what you want. Don’t worry about the “what if’s”. Decide what you want, make your plan of action… And Attack Your Fear. Best, William Huff P.S. – To learn more about what your proper mental state should be and how the ancient Shaolin Temple of China trains their Warrior Monks to be the toughest on the plant, get over to http://www.shaolinsecrets.com and get Secrets of the Shaolin Temple Volume I. P.P.S. – I haven’t forgotten about my promise. The announcement I have is coming in the next couple of days. Stay tuned. [Note: This entire email is a story designed to get people to ACT – to do something, to attack what they are afraid of. In the P.S. I would not have talked about mental states. Instead I would have recapped the central theme of the email and closed as follows: “You’ve just read about something I did this past weekend to overcome fear. Now it’s your turn. I’m sure you’ve got at least one fear in your life, something that is holding you back; something keeping your from truly living the great life. Obliterate that fear, man. If you’re hesitating in the least about owning a copy of Secrets of the Shaolin Temple ….. – then fear no more. MOVE. Get rid of this idea that you can outthink your fear. Do something to rid yourself of it and do it right NOW. Go to http://www.shaolinsecrets.com and place your order.] 14


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The Newsletter for Online Entrepreneurs Okay, let me finish this issue with a brilliant email sent out by Lorrie Morgan-Ferrero to promote a copywriting seminar she’s having in September. This email made me want to pay for the premium she’s offering – which shows she has an enticing offer. When someone wants to pay for what you’re giving away, you’ve selected wisely. Dan Kennedy Said OK! Hi Matt, Last year marketing great, Dan Kennedy approached me to do an exclusive interview with him about how he ran the *business side* of things. This was a high-end 4 hour intensive teleseminar filled with some of Dan’s most proprietary (and unconventional) methods to squeezing the most money out of every project, attracting and managing clients, negotiation techniques and much, much more. While this was niched for copywriters, when you hear Dan’s philosophy it is clear that all these lessons apply to any CONSULTANT, COACH, or ENTREPRENEUR. [Note: Excellent how she tied this into MORE than copywriting.] Now let me tell you, this material is NOT available ANYWHERE. It has been in the back of my *I’ll get to it someday* pile. For you, SOMEDAY is now because guess what? Dan said it would be ok to give it to you as a bonus! http://www.kickstartcart.com/app/adtrack.asp?AdID=255135 When this product is released to the open market, it will run $997. (The content is just THAT good). But you get it for f*ree! Here is some of the many, many things Dan covered… **How to go from ‘zero to 60’ and get those first clients, fast **How to get to a 6-figure income… even if you’re a rank beginner… in 12 months or LESS **How to double your income OVERNIGHT if you’re already an established pro **What specific criteria you should use to choose which clients you spend your valuable time with **How to write sizzling hot copy for dull, boring, ordinary products or businesses **How to banish your own biases and buying patterns when it comes to writing winning copy **How to overcome shyness and develop the assertive sales mentality you need to write exceptionally effective direct-response copy **How to avoid ever doing “proposals” and break free of competitive comparison to others willing to work for peanuts **How to juggle multiple priorities, clients, projects, even a “day job” and still be a prolific, effective entrepreneur (Remember Dan himself works with 30-40 clients, multiple copywriting jobs, writes one to several books a year, 3 newsletters a month, runs high end 24


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coaching programs, consults, speaks and races horses. In fact, he literally wrote the book on this subject – *NO B.S. TIME MANAGEMENT FOR ENTREPRENEURS*.) This was a life-changing event for me! I know it will be for you too. See, rich people really DO think differently. When you shift your thinking, you shift your bank account. See how you can tap into Dan’s knowledge here… http://www.kickstartcart.com/app/adtrack.asp?AdID=255135 Warmly, Lorrie [Note: I am not in favor of emails sent en-masse, that only have the first name. Never assume that anyone knows you by one name, unless you’re Madonna or Cher. I always sign my emails as Matt Furey as it promotes Matt Furey (not Matt). How is Matt? Got a lot of them, out there. You may assume that signing with one name is more personal. Yet, the copy of the email is where you convey warmth and a down-toearth personality. Attempting to do it in the signature is “too late.” Send a postcard and sign it “Lorrie.” Tis a good idea. But not online.] That’s all for this issue, my friend. Except for one thing. We’ve got 19 seats remaining in my October seminar. It's not an event you’ll feel good about missing. It will give you a bigger, fatter, more prosperous bank account. I think that’s a better idea, don’t you? At my seminar, The Science of Super-Human Marketing, I will teach you the secrets of making a million buckeroos per year as a coach, mentor, newsletter writer and story-teller – how could you miss this for anything in the world? It would be like committing financial suicide. Go to www.knockoutmarketing and enroll today.

Matt Furey

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Matt Furey’s…


The Newsletter for Online Entrepreneurs September 2006

How to Force People to Read Your Emails Two days ago my father had a stroke. I didn’t know about it until the day after it happened as my mother and brother rushed him to the hospital – and they don’t do the cell phone thing. And so, by themselves they waited with my dad for five hours in Emergency. When my father was finally seen, not much was said to him; instead they had him wait all night and part of the next day before getting him a room. Imagine what the treatment would be if something serious had happened. Before I go on – let me quickly contrast the above with my experiences in China. Although China’s population is 1.3 billion – when I got sick over a year ago, the treatment I got was almost immediate. How does that happen when you have a billion plus people to look after in China and less than 300 million in the U.S.? Quick and dirty answer – most of the U.S. is sick. Now, in case you’re wondering how my father is doing, the answer is that he appears to be doing better. He’s a tough old bird. This month he is due to turn 84; his father lived til 92 – so I’m pulling for him to break the record. Afterall, it’s better to exceed what your parents were able to accomplish. And yes, staying alive IS an accomplishment. You don’t know this, but much of my skill as a writer and speaker, I owe to the teachings of my father. As a young boy growing up in parochial schools, I was given the opportunity to be the lector at the weekly Mass held for the entire student body. When my dad got wind that I was going to be reading, out loud, in public, for all to hear, he recognized this as a serious matter. He arrived home early from work with a couple booklets in hand. These were the same booklets placed in the pews at church. “I hear you’re going to be the lector on Friday,” dad said. “Uh, yeah. I am.” 26


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“Okay, well then, it’s time to practice,” he said with a voice more serious than a stroke. Dad pointed to the section of the Bible I would be reading and said, “Here’s the section you’re to read. Let me hear you read it out loud.” “Do I have to?” I questioned. “Yes.” I began. “A reading from the book of Deuteronomy.” Whilst reading I was seated on the edge of the bed; my father sat next to me, looking over my shoulder. After I read the first sentence, without pausing, I went to the next. “Wait a minute now. What do you think you’re doing?” my father questioned. “Did you see the punctuation at the end of the first sentence? Look right here, what do you call that?” “A period.” “That’s right. A period. Now what do you think the writers of the Bible put the period in there for? For you to skip over it? No. They put the period in there because they want you to PAUSE before continuing. So you pause when you come to a period. Now start again, from the top.” I began again. This time I paused at the period. Then I went to the next sentence. It was a much longer one than the first, containing a comma. I read right through the comma. “Uh-uh-uh. Not so fast,” piped my dad. “Do you see this little mark after the fifth word? What do you call that mark?” “A comma.” “That’s right, a comma. Now why do you think the writers put that in there?” “To get me to pause.” “Right. So when you see a period or a comma, you stop. You pause. Let what you’ve read sink into people’s minds a bit before you continue.” I began to read again. Dad, looking over my shoulder, never offering a word of praise. Only correction. When I finished the passage he had me start again. Over and over I read the passage – and if at any time I read quickly, he stopped me. Even if it was the last phrase, which at that time was spoken as: “This is the word of the Lord.” “Matt, what you’re reading here is important. It’s the Word of the Lord. And when you get to the end of the passage, you cannot go too fast. In fact, you need to go even slower and enunciate each word. You see all the other lectors at the Mass. They’re awful. They get to the end of the reading Disclaimer: The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to increase personal wealth. No promise or guarantee of results is implied or suggested.

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The Newsletter for Online Entrepreneurs and they read like they can’t wait to finish. Instead of “THIS – IS – THE – WORD – OF – THE – LORD, punctuating each word for emphasis, they ramble ‘thisisthewordofthelord.’ It’s awful. I don’t ever want to hear that from you. So let me hear you read that refrain again.” When the first reading was to my father’s satisfaction he had me go to the second. “Now, before you begin, a word of advice,” said dad. “You see all these other readers on Sunday. When they get to the second reading they start off by saying, ‘Our second reading this morning is from the Gospel of… let’s say, John. Now, first of all, there is nowhere in your booklet that it says that you are to tell the reader that this is the second reading. And second, if the people in the pews can’t tell that you’re on the second reading, then they must be complete idiots. You don’t need to tell them it’s the second reading because anyone who has a brain already recognizes this. Okay, let’s hear the next reading.”

Time Out What I have done to open this newsletter is an example, on many levels, of what you as a marketer of goods and services on the Internet can imitate in your email campaigns. Yes, the story above is true – and it takes guts to write what is weighing heavily on my mind – but it’s part of the Furey Method for becoming a great email copywriter. Note: I did not say copy verbatim. Imitate the flow; the layout; the type of story; the amplification of emotion – and so on. But do not copy the words themselves. They are mine. They come from my brain. So should yours. And doing so is not difficult when you learn to write email copy the way I write it. There are several key elements to writing effective money-drenching email copy. First and foremost, though, is learning to write like you talk. Most people struggle because they try to write in a vernacular different from how they would speak to a friend one-on-one. Big mistake. The key to breaking out of this is to begin talking out loud – and after a sentence is uttered, you write what you said. This is the fastest way of “finding your voice.” And, if you want to go further, if you want to find someone else’s voice – then listen to him speak and write what you heard. There’s nothing more to it – and anyone who tries to teach you otherwise is milking the process of email copywriting for all it’s worth. Your key to success when writing emails is to uncomplicate things. Most people do the opposite. They try to make everything more difficult than it is. Imagine being the person who writes in a clear voice nearly everyone easily understands. I think this ideal is a grand station in life to attain, don’t you? Six months after my wife had emigrated to the U.S. (she arrived on August 2, 1994), she could read my writings and clearly understand what I was saying. This, my friend, was after having no more training in English

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than what was provided at an “adult school” program, wherein she was tossed into a room with dozens of other emigrants, most from different parts of the world. The average writing you see on the Internet today – what we read in most emails – if I were a betting man, I would bet that after six months of English Zhannie wouldn’t have understood the message. Today, yes. Back in 1994, no. We are often given the advice to write at the 5th or 6th grade level. Yet, in today’s global Internet world, you’re probably better off writing at the six months of English level. Clear, concise and colloquial, those are the three C’s of writing you’ll want to work on.

Keys to Writing Clear, Concise and Colloquial Emails How about I give you some key concepts for writing kick-butt emails, day in and day out? Bear in mind as I teach these concepts, many of them simply flow out your mouth and onto the screen when you let go of the voice in your head that wants to edit everything you write as you’re writing it. Silence! Get thee away from me, varmint. Let your voice be YOUR voice without editing – then, later on you can go back and edit what you’ve written. BUT… if you listen to me, most of the time there won’t be a whole lot of editing as you’ll nail 80% or more of what you want to say, and how you want to say it, in the first draft. I have proven this in a small group seminar on writing emails to make a fortune. Everyone who attended entered the room with major self-doubts about how to write emails. All left KNOWING they could write at a championship level. Some, like Chet Rowland and Jake Ross, discovered they have a major talent for writing stellar email copy. My brother, Sean, with my permission, taught this same email seminar twice and had samilar results. Students arrived lacking confidence. Two days later they went home jumping for joy. In Sean’s case, he is the perfect example of someone who learned how to write Fureyesque or MachiaFurian emails in record time – mostly because he was willing to listen and learn. Twas a good thing because he went on to easily clear six figures his first year, writing emails for me as well as a number of others who saw some of his work and begged for his email address (I’ll show you an example of one of his emails later on). Now Sean’s started a coaching program on email writing. If you want help with the writing of stellar, money-grabbing emails – contact Sean at [email protected].

10 BIG Mistakes Most Entrepreneurs Make With Email 1.

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They use a weak headline. Their headline doesn’t provoke enough curiosity to get the email opened. Oftentimes the person writing the copy tries to use headlines that work offline or in a salesletter, but not for an email. There is a difference. www.knockoutmarketing.com • Copyright, 2006, Matt Furey Enterprises, Inc.

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The Newsletter for Online Entrepreneurs 2.

They use an impotent opening sentence. The reader finds it painful to continue reading after the first sentence, so he stops and goes to something else.

3.

They don’t write in clear, concise and colloquial language. Instead, they try to impress others with how educated, smart, intelligent or knowledgeable they are – and to do this, they use high-falutin language instead of down-to-earth speak.

4.

They never write anything personal about their own lives. They never reveal who they are to the reader in a friendly down-home way. In short, they never let the reader be a voyeur.

5.

They never tell a compelling story that grabs the reader by the scruff of the neck and forces him to keep reading.

6.

They rarely or never write anything funny or humorous. The reader is never forced to laugh or smile.

7.

They never write anything that makes the reader cry or pound his fist on his desk in a fit of rage.

8.

They think educating the reader is more important than entertaining him.

9.

They are verbose. Emails contain tons of superfluous words.

10. They write emails lacking in POWER because they fail to tell the reader to buy something. The main purpose of an email is to sell your products and services. And so, if you don’t use a voice filled with deep conviction and enthusiasm – you won’t get many sales. To rewrite Emerson, who said: “Nothing great was ever accomplished without enthusiasm” – I say, “Nothing great was ever SOLD without enthusiasm.” Don’t be wimpy. Tell the reader what he is supposed to do – just as, in the opening story for this n/l I reviewed how my father taught me to read. There are many other things I will cover about my style of email copywriting in the future – but this list of 10 can last you forever – and if you continually refine and hone your skills, continually looking at whether or not you’ve hit the mark on these 10 things – you will improve.

You Better Make Me Laugh or I’m Outta Here! What I am now going to tell you is something you might want to write on a 3x5 card and memorize. You might want to tack it to your bathroom mirror or sticky note it to your laptop. Yes, it is THAT important. Here goes: When it comes to making money… Entertainment is more important than education! Get mad all you want – but this statement is fact. We pay our entertainers FAR, FAR MORE than our educators. Frank Sinatra made people laugh when he was on stage. He made them cry when he sang – even when he

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took the stage. He told stories. He was personal. He could have simply gone on stage to sing – and nothing more, yet he understood the value of making a personal connection with his audience. Reagan, the Great Communicator, was an entertainer first. He made most Americans feel good about the country by telling stories, jokes and being of good cheer. How much money would Rush Limbaugh be getting for his radio show if he didn’t make people laugh as well as make others raging mad? He is an entertainer. Look at the salaries of our big league ball players. What do they do? They entertain. The other day I revealed this truism – Entertainment is more important than education – to a member of my MasterMind. He broke out laughing. Couldn’t believe what I was saying. I then said to him, “You have kids, right?” “Yes.” “Where are they now?” “Probably watching something on tee-vee.” “Precisely.” Right or wrong – I’m not playing judge here. I’m merely reporting the truth. If you want to make the most out of your career – you must learn to MIX entertainment with what you do. And by entertainment, I mean, first and foremost, MAKING PEOPLE LAUGH – on a daily basis preferably. One laugh per email is good. Two or more and you’re doing great. But laugh your reader must, if you want him or her to become a fan who buys from you again and again. [Note: In a direct response salesletter, I do not advise going after the laugh. It’s very hard to make it work. In an email – getting regular laughs is mandatory if you want to build a large following.] Yes, I am an educator. I teach people “how to do things” in my books, courses, newsletters, seminars and coaching programs. But I’d be a fool to think my success would be equal to or greater than what it is if I didn’t entertain. Read my emails. Study them. Each and every day there is at least one instance in which I make the reader laugh – assuming, however, he has a pulse. You cannot make the dead laugh, I’m told.

One Word Laughs In a recent conversation with Eddie Baran he said there is rarely an email I send in which he doesn’t laugh – and sometimes it isn’t even a funny line or phrase. Nope. It’s nothing more than a funny word, such as the one my brother Sean coined last year – Lardassians – a spin off the Star Trek word “Cardassians.” One of my favorite concoctions is the term MachiaFurian.

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The Newsletter for Online Entrepreneurs How many people who write emails have colorful terms to describe who they are? Call me “Fure-cat.” Almost no one. How many have names for their customers? I call mine the Furey Faithful. Again, almost no one. You might think these terms don’t bring smiles to the faces of the readers of my emails – but you’d be wrong to make that assumption. I can tell you a great many Fellow Fure-cats (another name I use) write our office and begin with the following: “Hi, my name is Bob Jones and I’m one of the Furey Faithful.” Happens every day. I invent the terms, the fan base uses them.

Misuse of Your Business Name Instead of creating single words that make your reader identify with you and you with him, what we see many email copywriters doing is using the names of the business as if it’s a person of substance. “We here at LionsEatSheep.com are proud to announce” – blah, blah. Tis awful. Show me a freakin human being now, would ya? Show me more than a face though. Show me the soul behind the face. Show me the emotional makeup of the character. Let me get to know him. Have him inject some laughter and joy into my life. That’s what people want – and that’s what I want to give people. And because of this, there are many top writers and entrepreneurs who will tell you they read every email I send; they’ll tell you they can’t wait for my email to arrive in their inbox. I’m talking about men and women who are worth tens of millions to hundreds of millions of dollars. People who are best-selling novelists, movie stars, top names in pro wrestling, music, and so on. And they tune into me each day. It’s flattering, mostly because when I sit to write – I just write. I don’t concern myself with whether or not it’s good or bad. I trust my instincts and I let everything RIP. I let everything out. I pour my soul onto the screen, then I hit send. What I have described is what people want to read more than anything. Anyone can research facts, figures, history, the latest study. Anyone can pepper an email with famous quotes to make himself look erudite. But the real champions are those who don’t spend all their time quoting everyone else. They spend 99% of their time quoting themselves. Here’s what I think. I am a unique voice to be heard and here’s what I have to say and why I’m going to say it with gusto and enthusiasm.

Forget the Quotes Speaking of quotes, I WIIL use them from time to time. And every once in a great moon I’ll quote a specific study. So I’m NOT knocking them completely. I’m simply letting you know that, for many, many writers, if you

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR remove latest entire else’s

September 2006

their quotes – as well as their recitations from history books or the studies, they’re ain’t a whole lot left for them to say because their brain is little more than an accumulation of a bunch of everyone’s “facts.”

Back in 1992, I attended a Robert Fritz workshop on Creating in Sonoma, California. It was a wonderful life-changing event for me. One of the reasons why happened on Day 3. When Fritz was grilling us with his Socratic method, which he calls Structural Consulting, I shot back at him with a line that went like this: “Well, Dr. Wayne Dyer says…” Before I could give the quote Fritz interrupted me. ‘I don’t want to hear what Dr. Wayne Dyer says, or Dr. Joyce Brothers, or Deepak Chopra, or Norman Vincent Peale, or Tony Robbins, or Mother Teresa, and so on. I want to know what YOU think.” I sat motionless for a spell. Then a smile of embarrassment broke out on my face. I realized, for the first time in my life, my mind wasn’t much more than a collection of what everyone else thinks and says and writes. There was very little “Matt Furey” in my own brain. I was well-read – but I was uneducated. Never before have I felt so naked. It was a beautiful moment. Keep this in mind when you sit before your keyboard and begin to write. Give the reader part of yourself – not a part of what everyone else says. Be personal. Be down-to-earth. Be enthusiastic and authoritative. And damnit, make people laugh. Use quotes and studies – but use YOURSELF even more. Give the reader a window to view your life and you’ll attract a following who cannot wait for your next message – as well as your next product or service.

3 Points of Supreme Importance Before I get into some email critiques, make sure you take another gander at my opening story. Look at the headline I used. Look at the first sentence. Notice how I began with something emotional and personal. Then note how I told a story about how my father taught me to read. Note the humorous undertones. Then understand this opening could have been the opening for an email which then led to the sale of my product. After you’ve noted all those elements, then I want to repeat one of the most important elements previously mentioned, as well as give you a couple more hard-hitting concepts that can turn your email writing into masterful writing.

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1.

People are more interested in entertainment than education. This doesn’t mean they’re NOT interested in education; just that they’re more interested in being entertained. So you MUST become an entertaining Internet entrepreneur. To only educate misses half the readers’ brains. Get the whole brain. Be funny.

2.

Forget about proving how smart you are. This is a huge hurdle for many. They view email copywriting as a means to showcase their superior brain power, education, knowledge, and so on. This is a mistake. www.knockoutmarketing.com • Copyright, 2006, Matt Furey Enterprises, Inc.

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The Newsletter for Online Entrepreneurs You’re far better off proving you can tell a good story and hook the reader into reading – whether he’s being educated or not. Then, when he’s hooked, when he’s on the edge of his seat listening to your entertaining wit – drop in a bit of knowledge and sell him something. 3.

Nothing bad ever happens to an email copywriter: EVERYTHING is MATERIAL. Share openly but intelligently about your life. Let the reader have a peak behind the curtain; a look over the Great Wall.

Alright, now let me dig out my red pen and start going to town on some emails I’ve recently received. Per usual, my comments will begin whenever you see the following: [Note:]. Because so many of my comments are brutal names, products, websites and such have been omitted to protect the guilty.

How to Be a Hero Hi Matt, Ever notice how when they interview a hero the “hero” always says one line. It may take slightly different forms, but they’ll all say basically the same thing. [Note: Who is they? Be more specific and you’ll get more of the reader’s attention.] What is it? Reporter: “You were so courageous, Mr. Fireman, that was such an extraordinary thing you did. We’re all amazed and profoundly grateful. Please tell us, what were you thinking?” Hero: “…” You fill in the blank. I saw this many times yesterday on TV and I always predicted what the person would say. Come on, take a guess… Yes, they will say “I was just doing my job.” How about if it is a non-service professional, some passer by? What will they say? Yes, “I just did what anyone would do in that situation. I wasn’t thinking of being a hero, I just wanted to get the person out of there.” Inside these answers are two keys to confidence. Two keys to success. Two keys to what you really want: to feel great. [Note: Rewrite of paragraph above – Contained within these seemingly blah answers are two secrets of mega confidence; two keys to unparalleled success; two keys to greatness. Would you like to know what they are?] They aren’t as easy to guess as the hero interview, but I’m a trained professional and will point them out: Focus and Action.

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These heroes were focused on what was most important. With my baseball background I like calling it focusing on the MIT – the Most Important Thing. They were focused on the person in trouble and how to solve the problem. They weren’t caught up in a psycho-drama full of emotions. Confidence isn’t even the issue. This might seem sacrilegious coming from a guy who created a course called (xx), but I believe focus is more important than confidence. Focus powerfully and confidence comes along for the ride. [Note: At this point you’ve given me too much and the possibility of a sale is reduced. You need more curiosity here. You’ve already solved things for the reader.] Then take action. Do whatever your focus is telling you to do. So, how do you be a hero? You don’t think about being a hero, you just focus on what’s most important and take action. Now, it helps a lot if you’re trained in this. Good training makes it a lot easier to stay focused and take right action under pressure. Any high stress profession involves high stress training. [Note: Trained??? Oh boy, sounds like too much work. If you’re going to tell them they need to work – you must glorify hard work by comparing YOUR idea of hard work to someone else’s lame idea of hard work.] Pilots, soldiers, EMT’s, firemen all train in simulated settings to build their ability to focus and take action in spite of numerous possible distractions. [Note: I’m none of the above. Better relate it to me fast or I’m outta here.] Their training makes them many times more likely to take effective action when the heat is on and heroic deeds (as defined by others) are called for. But there is stress in your job, in your relationship, in your life. You would benefit from being trained to be better able to focus and take action. That training would make you feel more confident. [Note: What I want is Instant Confidence. To hell with my stress, my job and all my problems. Give me a quick fix. Yes, I realize I will have to train to get confidence, but if you’re going to tell me this in your email, you’ve got to make the idea romantic.] That training is available at www.xxxxxxxxxx H p.s. Focus on that link and take action! (You’ll be my hero!) [Note: The close here is weak. On the enthusiasm scale, you get a zero. Sometimes I will use a soft-touch close in an email – but it is still aclose. You’ve got to tell the reader what to do. And you’ve got to tie the main thrust of the email into the close. Your P.S. is a HUGE nono. It’s totally self-serving. Turn it around so the focus is on the 10


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The Newsletter for Online Entrepreneurs prospect and what he will get from clicking the link. For example: ‘Perhaps you’ve never dreamt of doing something heroic. Join the club. Most heroes don’t either. But man, when an opportunity arises, they’re ready. They know how to put themselves into a peak emotional state instantly. Do YOU? Imagine how much your life might change if you harnessed the easy-to-learn skills of the most confident men on earth? Click the link and discover the secrets they possess.’]

Why Frogs are Fat Good Morning, Matt Five frogs are sitting on a log. Three decide to jump off. How many are left? Five. They decided to jump, but never jumped. [Note: Beautiful opener.] Unfortunately, many folks I work with are “deciding frogs”. They know they need to improve their physical condition, but never jump. Their intentions never turn into action. Ironically, most people put-off exercising because they want to do a great workout. They keep looking and searching and planning and scheduling and ordering videos and google-ing… but never do anything. It’s really just procrastinating, camouflaged as ‘deciding’. A wise teacher once told me, “Anything worth doing, is worth doing poorly… until you can learn to do it well.” So, don’t worry about the finding the ‘best’ exercise program. Just get started. There are more than enough ways to exercise (using just your body and gravity) to keep you busy for years to come. [Note: Why are you positioning your program as better than all those they’re ‘deciding’ on? Sounds like you don’t believe your program is any better than anything else on the market. Is that the message you really want to convey?] And if you haven’t been active for a while, then by all means – start SLOWLY. Exercising slowly helps prevent injuries. Nothing is more frustrating than trying to ‘jump off the log’ if your knee is swollen (trust me). Exercising slowly also helps you pay attention, engages all the smaller stabilizing muscles, highlights your weak spots, and strengthens your Mind-Body connection. Here are a few ways to activate your body slowly: Go for a walk after supper. Not a pep-step, just a walk. Focus on your breath, relax and enjoy the walk. Work your way up to 20 – 30 minutes at a moderate pace. You can pep-step in a few weeks. If you’ve been inactive for more than six months, this is a good place to start ‘til your body gets used to moving again. 36


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[Note: You stopped entertaining. Now you’re educating.] Do some light stretching to help loosen the joints and relax the muscles. Breathe. Try some yoga, Pilates, balance ball or other bodyweight exercises. These help integrate the parts of your body, rather than isolating them (like traditional weight training). Don’t be fooled. They’re not as easy as they look (trust me). Definitely start with the Beginner tapes. And if you can get a good instructor, all the better. [Note: Are you selling the tapes listed above? If not, why are you referring to them? Playing Good Samaritan, are you?] You can feed two birds with one feeder by combining activities from different spokes on the Wheel of Life. For instance, take a Family Walk (combining the Family and Physical). Exercise slowly, without noise or music blaring (helps you concentrate, strengthens the Mental and Physical) [Note: Where are you going with this? I’m totally lost now.] Speaking of birds, six birds are sitting on a feeder. Little Jimmy shoots one with his BB gun. How many are left? None. The rest got scared and flew away. [Note: Not funny this time. Technique overused. Once is enough. What are you in this email? A professional visitor? Get to the point. Sell something damnit.] Live like you mean it, Dr. V P.S. Bonus Tip: When you aim and fire at one goal sitting on the feeder, that energy and motion tends to bring the rest of your goals along with it. [Note: Yeah, so what???] P.P.S. they can making a maximize

I know some old guys up at the Fitness Center who workout just so eat whatever they want. Not an ideal strategy, but at least they’re plan and taking action. A better plan might be to eat better to your workouts and your health (link deleted)

[Note: This email is not selling and marketing a product. Writing an email like this is wasting your freaking time. You started out great with a joke that grabbed attention, then you rambled and rambled. Tell people to buy something!!! Tell a story that ties into your product somewhere and somehow.]

A pineapple shows how to speak to strangers [Note: Headline is awful. I’m not going to open this one, except to do a critique on it. Why not – “Conversations With Pineapples” – or something that has curiosity imbedded in it?] Hey there Matt, [Note: Hey there Matt??? If a chick is writing me and she has a soft, 12


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The Newsletter for Online Entrepreneurs sexy voice and a hot body, this might work. But I don’t want a man writing me with this kind of opening.] I just had pineapple pie. Now I don’t know about you but I’ve never had pineapple pie before, and I find it kind of strange. It’s strange because it sort of works. [Note: Dude, I’m already sick to my stomach reading this drivel. Let me give you a different opener: “Ever eat a pineapple pie? If you have, you probably know what I mean when I refer to ‘Conversations with pineapples.’ Yes, when you eat a pie with pineapples, you might even speak in tongues. Here’s what I mean…’ – This is just off the cuff – not great – but it beats the crap out of what you have here. Speak in clear, concise and colloquial language. Take your sentence, “It’s strange because it sort of works.” Please tell me how that is a clear, concise and colloquial sentence??? It makes about as much sense as a fart in church. Back to the drawing board. Remember: Talk-write, write-talk.] It’s sweet, and fruity with a nice crust. And when you really think about it, it’s very similar to apple pie, peach flan and every other variety of fruit and pastry based desert. The person who first made pineapple pie understood the general concepts of making a fruit based pie. They understood the act of balancing the sweetness of the fruit with the texture of the glazing with the floury, crumbly taste of the crust. Because they understood the concepts involved with the flavors of pies, when they didn’t have apples or any other standard fruits… and there in the fruit bowl is this honking great big pineapple… they can work out how to use that instead. Necessity perhaps is the mother of invention but only to a skilled and experienced mind. And that’s why someone who’s confident in one area of their life is able to adapt to any other area. I’ve seen a friend who’s great on a snowboard get thrown into a new situation at work. He leapt into it with the same gusto. Sure he made a lot of mistakes at first but because he was confident he’d succeed eventually he kept at it… and succeed he eventually did. It’s because he understood how to be confident in general. But what if you don’t have that initial confidence to draw upon? What if you’re like the many people who are stuck with a pineapple and don’t know what to do with it? What if you need to speak to a group of new people at work, and all you’ve got is a pineapple to work with? I talk about this with my Silver members and you can also become one by going to http://www.instantcalmness.com/silver. If you don’t already have the skill of confidence in one area of your life, you need to see it applied in 38


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different examples before you can pick it up. The same goes with motivation and the same with relaxation. [Note: The transition here into the plugging of your Silver membership is nonexistent. Everything must flow. This is screeching halt bad transition.] That’s why each week you’ll hear entertaining stories that are easy to remember and yet by listening to them you automatically acquire the habit of confident speaking, confident acting, purposeful doing. It’s like getting the lessons in these emails, but on steroids. M.W. Push past your limits; love life doing it. Ps. I’m down to the last 12 places at the current introductory price. If you like the idea of getting fresh motivation, inspiration and raw, honest goodness sent to you for less than the cost of a meal out, then get over to www.xxxxx and upgrade your membership now. [Note: MW, you’ve gone to scarcity in the P.S., which is a powerful selling tool, but the copy must be improved otherwise no one will see your offer.]

Where Optimism Originates Hi Matt, Ever watch a movie without a soundtrack. Or a TV show without music. Not a very appetizing thought. [Note: Good opening.] Music is a mystery. The power it wields on our imagination and wellbeing is enormous. Like Confucius said, ‘Music produces a kind of pleasure which human nature cannot do without’. [Note: I would have put Confucius in the headline to make it more compelling, such as: How Confucius Pleasured Himself.] There’s another kind of ‘music to your ears’. You’re immersed in it day in, day out. No one escapes these sounds. This music is comprised of the words you speak, read and think about every moment of the day. The ‘sound’ of those words penetrate your wellbeing in a similar way that music does. Immediately, deeply and irrevocably. [Note: Great stuff.] Add to that other people’s voices and you’ve got yourself a smorgasbord of aural influences. Not to mention the emotional tinges of actors voices as they bring to life one drama or another on teevee and film. The list goes on – I haven’t even mentioned the low frequency humming of electronic equipment, heaters and A/Cs as well as traffic. [Note: Need something humorous injected into this so that the depth of this idea can sink in. Laughter opens the soul to receive your message.] 14


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The Newsletter for Online Entrepreneurs Put together, this is the music of your life. Your aim is to minimize the negative sounds, including much that teevee, movies, magazines and books have to offer. Instead, simplify your sound palate by exposing your mind and ears to the stuff that picks you up, makes you laugh, helps you think creatively and calms you down. Sounds and music are everywhere. Mostly unnoticeable, because they’ve become part of the fabric of our lives. But that doesn’t mean these sounds aren’t playing a number on your mind. They are, big time. Start paying attention and you’ll be making changes pronto. Listening to the xxxx Immerse yourself in what’s good for you. You won’t regret it. Warm Regards, T P.S. Ever wonder how you would feel if every obstacle was turned into an opportunity – a chance for getting rid of cobwebs. Listen to these xxxx [Note: Overall, good email. To improve it lighten the topic with something funny or humorous. Tell a story. Be personal. And tell people how they will benefit by having your product.]

And Now, for the Grand Finale Now, let me close out this issue with an email written by my brother, Sean, a couple years ago for the Psycho-Cybernetics product Zero Resistance Living. This one kicked major rumpus. Once you see how the story grabs you – you’ll understand why.

How One Girl Used Her Imagination to Score Big Points Dear Friend, Last month a young female basketball player asked me if I could help her improve her shooting. We went to the gym and I watched her shoot for about twenty minutes. She did pretty well in the first few minutes and then her shooting deteriorated. At the twenty-minute mark she was hitting about 2 out of ten. She stopped, walked over and said, “I really stink, don’t I ?” I said, “No, you don’t stink! You have no imagination.” “What do you mean?” she said. “You don’t believe you are going to make the shot, so you don’t. You have to believe you are going to make the shot. You have to believe that your teammates want you to shoot. You have to believe you are the best shooter on the court.” “I’ll double my practice time,” she said. “No”, I said. “I want you to stay out of the gym for a week. In fact, 40


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I want you to play “imaginary basketball” for 7 days. Whenever you can, I want you to play basketball in your mind. I want you to imagine that you are the best shooter that ever played the game. I want you to take every possible shot in the game and make it. On the last day, I want you to play a championship game, and make the game winning shot. Then call me.” A week went by and I got a call. We met at the gym. “What’s your favorite team ?” I asked. “Tennessee,” she said. “Okay”, I said. “Lay down on the floor, hold on to your ball, and imagine that Pat Summitt is in the stands. She’s here to watch you play, because she needs a shooter for her team. You are going to score 26 points. She is going to walk down out of the stands and offer you a scholarship. When the game is over you can start shooting.” After putting her through this powerful exercise, guess what happened? She started shooting and she banked her first 24 shots. And on average, she hit about 8 out of every ten shots during the entire practice. Now that’s a major improvement. As we walked off the court she said, “Tennessee, get ready, here I come!” Everything I was teaching this young girl is what I learned from Dr. Maxwell Maltz, author of the 30 million copy best-seller, Psycho-Cybernetics. But what she learned comes from Dr. Maltz most advanced and cherished work. To read all about his mega-powerful program go to http://www.psychocybernetics.com/zrlcourse.html Best, Sean Furey P.S. Last night I watched her play again. She shot 9 of 11 from the floor and 4 of 4 from the line. After the game she said, “I beat them before the game started. I beat them Monday, Tuesday, and today at lunch. They didn’t have a chance.” No one else will against you either once you’re armed with Dr. Maltz life-changing program. Go to http://www.psycho-cybernetics.com/ zrlcourse.html and order NOW. [Note: See how this email is personal. See how it tells a story. Also note how the reader is entertained – but not taught anything valuable. The reader must buy the course to get the most valuable imformation. And finally, note how the reader is told to buy something.] Well, my friend, that’s a rap. Be back next month with a whole lot more.

Matt Furey P.S. Two seats remain in my October seminar – The Science of Super-Human Marketing. This seminar is the MOST important one I have ever done. Go to www. knockoutmarketing.com and make sure your butt is in a seat on October 18th.

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Matt Furey’s…


The Newsletter for Online Entrepreneurs October 2006

Protecting Yourself on the Internet

It’s OFFICIAL. I now own the U.S. Registered Trademark for Zen Master of the Internet®. Note the ® with a circle after the term. Yippee! I’ve got my Samurai sword out and am going for blood. Don’t know about YOU – but because of the pirate culture of the Internet, I think it is more important than EVER to think about trademarking product names as well as identifying terms you come up with, not to mention getting copyrights on all your works, including ALL your webpages, blogs and emails – as fast as you can. Believe me, once you get a following on the Internet, and/or once other people know you’re making mucho smackola, the speed at which your ideas will be stolen is staggering. And if you want to recoup the big bucks, get your stuff trademarked and copyrighted so that you can collect damages as well as attorney’s fees.

The Meaning of Steal Now, the word “steal” has, in the minds of many marketers, more than one definition, one of which is “take someone else’s IDEA and figure out how to apply it in a UNIQUE way to your situation” – meaning that you expand on the idea or figure out how to apply it to your niche, presuming, of course that you’re NOT in the same market selling to the same people. Another definition of “steal” used by marketers is “copy the guy shamelessly, however you see fit.” I was at a seminar recently wherein one well-known copywriter gave this “shameless” advice to someone whose copy was being critiqued before 42


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the group. I sat in the back of the room shaking my head, then leaned to a friend and client and said, “Make a note. NEVER do business with this guy and NEVER tell him a freaking thing about YOUR business.” Later on during the event, said copywriter came up to us in the bar and asked about email strategies and so on. I gave my stock facial expression. In China they call it “zhuang xia.” Maybe sometime I’ll show you what it looks like and what the meaning of the phrase is. I think you’ll get a chuckle out of it. The lazy use of the word “steal” by marketing teachers has done more harm than good as people who are fully capable of writing their own copy or coming up with their own product ideas, are too bone-headed to do so. Instead, they cut and paste others’ emails or ads. A few weeks ago I was sent an email, driving me to a website where a product for a red hot niche was being sold. As I read the copy I was stunned at how I had read this same copy, virtually verbatim, on another guy’s website selling to the same group. Two different people. Two different business. Same market. Same copy. Somewhere along the line this is blatant theft. I have no respect for this – and anyone I know in my own coaching group who behaves this way is G-O-N-E. Furthermore, if I ever discovered who stole from whom, rest assured I would NEVER do business with that person. Nor would I give him a shred of my knowledge. Key thing to remember is this: Someone needs a lawsuit to wake his ass up. In my own business, I now have a legal team looking for people that I can thump. Incidentally, a single LOSS in a copyright violation lawsuit can cost you $125,000.00 – no small change. So if you’ve made “cut n paste” part of your M.O. – think seriously about a little mind shift. Fix your ads pronto. Write things in your own words. Now, to give you an idea about just one of the tools that makes it easy to find those who steal your copy and use it online – there’s this website – http://www.copyscape.com – and it’ll help expose the thieves for you.

Applying an Idea There’s a major difference between applying an idea to your business and stealing the idea. For example, if you see the title of my product, Combat Conditioning, it may give you the idea to name your product Confidence Conditioning – as MasterMind member Dr. Tom Hanson has done – www.confidenceconditioning.com. Disclaimer: The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to increase personal wealth. No promise or guarantee of results is implied or suggested.

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The Newsletter for Online Entrepreneurs I have no problem with his selection. I think it is a wise application of my idea. However, some months back another man I coach sent me his ideas for a few titles that were not acceptable. They were too close to what I have done and I requested he change the titles if he wanted to continue getting my advice and help. He understood and did so. Smart move.

Start Your Day With… Now, let’s say you see a headline like, “Start Your Day With a Cup of Coffee and a Cigarette.” This is a famous headline used by newsletter publisher, Agora, to sell the Dr. William Campbell Douglas’ Real Health Breakthroughs. I used a variation of it – “Start Your Day With a 6Pack and a Couple Joints” for an email I did over a year ago, and it pulled extremely well. I know a lot of marketers who would have used the headline verbatim, even if they were selling to the same group. Not only that but they’d think they have a legal right to do so. “Start Your Day With” is not owned by anyone. Same goes for “How to” – “How I” – “Secrets of” – “Conversations With” and a number of other powerful opening words for headlines and titles. You can use “How to” for you ads or for your products until the cows come to eat scraps from your table and it is not stealing. But if you use the trademarked terms Psycho-Cybernetics or Zero Resistance Living – which I also own, you are asking for trouble. Last year a marketer thought it no big deal to put on a seminar called Renegade Millionaire®. He even put up a website that was directly swiped from Dan Kennedy. Not rewritten. Stolen verbatim. Being the term was trademarked, a simple cease-and-desist – or else, caused the guy to wake up and smell the morning brew. There are a few guys that I have in mind right now who have stolen chunks of my copy to sell to the same market I’m in. Not verbatim theft in terms of my entire ad – but enough that anyone in the know has a very clear idea of who originated it. All I can say is that these people better “cease and desist” pretty fast as this Fure-cat has plenty of aces up his sleeves, and just because he doesn’t say anything right away doesn’t mean he isn’t looking for the opportune time to drop the hammer. And believe me, the prospect of drilling someone for 125K (per infraction) is very appealing. Now, some of the details of what I have just outlined for you are important to understand, on many levels. One of which is to understand the POWER of keeping your trap shut. Do not give any information to anyone who ain’t paying for it. Be very leery of the bar-hopping marketer who will buy you drinks or a big steak with the intention of milking you for information. Sometimes this is OK, but most of the time it is a bad idea.

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Why The Cat is the Tiger’s Teacher How about I tell you a little Chinese fable to illustrate the importance of knowing when to shut up? Here goes: Tens of thousands of years ago in ancient China, the cat and the tiger were friends. The tiger admired the cat and wanted to learn from his immense skills. So the cat took the tiger into his school and began to teach him much of what he knew. He taught him to run. He taught him how to hunt. He taught him how to wrestle, scratch, claw and fight for his life. Then it came to pass that one day the tiger was filled with pride, and sought to destroy the very cat who taught him what he knows. The tiger tried to sneak up on the cat, but to no avail. The cat saw him coming and moved out of the way. Being the tiger was bigger, heavier, stronger and more powerful than the cat, he chased after him, wanting nothing more than to sink his teeth into the cat’s little neck. Catch him he tried – but just when the tiger thought he’d have the cat for lunch, it scampered up a tree. The tiger tried to climb the tree, but failed. He bit into the bark, he pawed the tree with his claws, but it was all for naught. Meanwhile the cat sat on the top of the tree, doing a laughter meditation. He was undisturbed. He didn’t have a worry in the world. As the cat meditated he gave thanks for having the wisdom to teach the tiger everything the tiger knows, but not everything that HE knows. Moral of the story: Understand who you’re dealing with. If you’re dealing with another cat, both of you can climb the tree together, share equally from the knowledge you have and get along famously. But if your ‘friend’ shows himself to be a tiger, if he tries to shove the bat up your ass when all you’re wanting to do is play baseball, well then, get into a position of safety and laugh at him for being so foolish. Get your stuff trademarked, copyrighted and whatever else you have to do to protect yourself.

Figure Out How to Make Money Giving it Away If you’ve been tracking my latest online maneuvers via my emails and websites, you will have noted that I have made a MAJOR move toward selling continuity memberships to the Matt Furey Inner Circle ($29.95 per month or $249 for the year) as well as the Psycho-Cybernetics Success Group ($39.95). Very soon I’ll sell a separate membership to this very newsletter, too, (probably for $129.95 a month). This, by the way, should illustrate the LEGAL and fully-endorsed-byme STEAL you are getting by being a member of the Gold Crown Program. You get 7 newsletters per month, plus bonus CDs and DVDs from time4


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The Newsletter for Online Entrepreneurs to-time, for $197.42 a month. An unreal value. If however, you’re a dummy who doesn’t understand math, you can settle for all three of my newsletters, minus the other four put out by Eddie, Pete the Printer and Dan Kennedy… for a whopping savings of – well, ZERO. In fact, if you get my newsletters without Gold Crown, you’re paying a buck and some change EXTRA. Not to mention that Dan Kennedy’s L.O.S. program is $250.00 a month, in and of itself. How anyone can cancel out on this program is above and beyond me. You truly have to be an idiot! Anyway, here’s the Fure-Cat to Cat deal with my continuity programs: 1.

Instead of fighting the pirates on ebay who sell my copied stuff at discounted prices, I’ve chosen to give more and more of my stuff away for free, thereby giving the thieves less and less leverage. Why buy it on ebay, afterall, if you can get it from me for nothing?

2.

Not only that, but anyone who buys my stuff on ebay does NOT get anything from me. No connection whatsoever. Whereas those who get my book for free by becoming a member of the Matt Furey Inner Circle, why hell, they get access to me via a monthly newsletter and CD, as well as my “member’s only website.”

3.

In addition to the above, for the MFIC, I offer an unconditional money back guarantee, something I have never done in my entire info-publishing career. Why am I doing it NOW? Because I truly don’t care if a few idiots return my stuff after they’ve read it. Why don’t I care anymore? Simple. The majority of people who optin to the MFIC are sticking. This means that someone who used to give me $29.95 for the book alone, NOW gives me $29.95 a month. Instead of thirty bucks I’m looking for $360.00 – and then some. And because we continue to upgrade and improve the MFIC – only the fools and losers will want to drop.

[Incidentally, if you’d like a membership website, I don’t suggest trying to do all the technical stuff on your own. Contact Eddie Baran at [email protected] – as well as Jerome Short – jeromeshort@gmail. com – to help you set one up. They do all the work on my site and I am thoroughly pleased.] How has this approach worked for me? Well, let’s just say this. In the people in the MFIC. Do the math, my you want to position your books and driving people into your continuity have to. Who cares if it leads to a

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month of August we enrolled 1207 NEW friend. This should show you HOW info-products with the objective of program. Give the book away if you customer for life?


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The Psycho-Cybernetics of Continuity After seeing the tremendous surge in MFIC memberships I decided to start another continuity stream with my Psycho-Cybernetics business. I offered a newsletter and CD to the list for $39.95 per month, and thus far I’ve used the Lee Milteer interview CD and transcripts (sent to you last month) as the freemiums. In the first 10 days we enrolled 228 people. Interestingly, 80% of them have NEVER bought any Psycho-Cyb products from me before. Now, if I continue to enroll 10 people a day, or even 5 a day, let’s take a peak into the future. The Zen Master’s crystal ball yields the following (and I’ll be very conservative with the numbers I project): Daily Goal: 5 new memberships per day Monthly Goal: 150 new memberships Stick Goal: 2/3 will stick, meaning I keep 100 Yearly Goal: 100 people stick per month for 12 months The Math: 1200 members stick per year at $39.95 a month Grand Total: $47,940.00 per month or $575,280.00 per year. Once again, this is what I consider a conservative estimate based on what I am doing alone. On the other hand, if I continue to enroll 10+ people per day, with the same stick rate, oh boy, it truly boggles the mind. In addition to the above, I raised the amount for the Zero Resistance Living program from $399.00 to $497.00. Then I added a forced continuity with the program for the same $39.95 newsletter and CD. Guess what? Same percentage of people buying this product and not a single one of them complained, pissed, moaned or griped about the continuity attached to the purchase.

How Much Are You Leaving on the Table? Dan Kennedy estimated, on a recent teleseminar, that he has left at least $20 million dollars on the table by NOT having continuity sooner in his business. That’s a staggering sum, eh? But think of this: How many hundreds of millions, collectively, are left on the table PER YEAR by speakers, authors and info-marketers who either cannot sell from the platform or flat out refuse to do so, not to mention those who are afraid to attach continuity memberships to their products? At bare minimum it would be wise to have an opt-in feature for your continuity, as I have for the MFIC. And getting people to enroll is as simple as finding out what the buyers want for FREE in exchange for their continued loyalty. Again, for my health and fitness line I have chosen NOT to go the “forced” continuity route, nor the two or three-months free route – and

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The Newsletter for Online Entrepreneurs based on enrollments, I’d say I’m doing okay with this choice. Afterall, how many info-marketers in my field who are doing “forced continuity” or “free trial offers” for 2 or 3 months have ever enrolled over 1,000 members in a single month? My guess is ZERO.

The Easiest Continuity There Is If you’re selling any kind of product or service that is tied to making money, I think it’s a mistake to NOT do forced continuity. In a recent telephone consultation with MasterMind member Michael Gravette – www.safetytechnology.com – he told me how he took my advice and “started” offering continuity to those who buy his product. His biz-op product goes for $1,495.00. The monthly continuity Michael just set up for it is currently only $99.00 a month. Again, when we spoke it was being offered as an “option.” Even so, thus far, 50% of the buyers are taking the monthly auto charge. With numbers like that I advised Michael to no longer make it optional. Afterall, if the buyer can cancel out of the program at any time, for any reason, and get a refund if unsatisfied, why give him the option, especially when you’re selling money at a discount? Incidentally, if you’re looking for products to sell online, Michael has over 500 of them. His biggest sellers right now are video surveillance cameras. This is a HUGE opportunity, me thinks, as more and more people want to be able to watch their home and office remotely. Imagine this: I can be in China with my wife and kids and watch what is going on, via the Internet, at my home and office. Sounds like the plan to me, pal. Sign me up.

How To Sell Continuity With An Email Two of the biggest keys to selling continuity via an email are: a. Scarcity b. Curiosity With these two concepts (or laws) in mind, take a look at a recent email I sent, driving people into the Matt Furey Inner Circle. See how many times I used scarcity numbers or words. Then go through again and count how many times I said something in a way in which I dangled the carrot.

98 Left for Those Who Act FAST Hi John Just got a report from my fulfillment office about my October newsletter. All subscribers letters have been mailed – and we have 98 copies left that we’re going to send on a first-come first-served basis.

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Here’s why this issue is so doggone valuable: 1.

You learn about an insidious food that we’ve heard called a “vegetable.” It’s not. It’s a grain product that makes you fat as a whale. And it’s put into virtually every type of packaged food you eat. Even when you eat at a Chinese restaurant and order something as harmless as “egg drop soup” – don’t think for a minute that they’re only putting MSG in your food.

2.

You’ll learn how you can make your own gyro. And the ones you learn to make are going to be FAR better than the stuff sold in restaurants and pizza parlors. In fact, in my newsletter I’m going to reveal to you all the evil stuff thrown into restaurant gyros.

3.

You’re going to learn 5 exercises that showcase the incredible flexibility of the Fure-Cat – and how you can use all five of these exercises to simultaneously strengthen your muscles while making them more elastic. These exercises will shut the traps of all the idiots out there who think you cannot get stronger with bodyweight exercises. Give me any of those bozos for five minutes and I’ll have them screaming in agony – not from their lack of endurance or flexibility either – but from their lack of Functional Strength.

4.

In the CD that comes with the newsletter, it’s called Fure-cat’s Fitness Motivation, you’re going to learn how to eliminate all the bull-shit thinking that others try to shovel your way. You’re going to eliminate fear of criticism. You’re going to be able to laugh in the face of anyone who puts you down or tries to make you feel inferior.

5.

For the past two weeks we’ve been adding video clips to the online – member’s only portion of the Matt Furey Inner Circle. Members are raving about these clips. No one has seen me do the things I am demonstrating in the way I am doing them. I have NOT put out a NEW training series in four years, so if you want to know what I can do NOW, if you want to see me in action TO-DAY – then you must be a member of the Matt Furey Inner Circle.

Enroll today and you’ll get all of the above – and much more. Two ways to get the job done: 1.

Go to http://www.mattfurey.com/furey_inner_circle.html and enroll as an annual member. or

2.

Go to http://www.mattfurey.com/fg324trfsr3ttai.html and sign on as a monthly test-drive member.

That’s it, my friend. Kick butt – take names, Matt Furey 8


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Rough Talk Scarcity and curiosity aside, there are other things going on in this email, one of which I covered in last month’s issue: injecting humor. Yet, humor aside, there’s another element I am using. For want of a better term, let’s just call it “rough talk.” No doubt, there will be a few people offended by my use of the words “bull shit.” Others won’t like how I slighted those who pump iron or prance before the mirror with a bikini on. Tough. I write things the way I write them because I am filled with confidence – and confidence sells. Timid, fearful, “I don’t want to offend anyone” language does not garner attention – rough talk does. Remember: People will not be bored in print. So you’re better off offending a few nitwits whilst entertaining an entire herd of people who enjoy your writing.

Give ‘em Options The email shown above also gives the prospect two options. One, he can enroll as an “annual member” – or he can take a monthly test-drive. The test-drive, however, is NOT free. It costs the same as the monthly charge the buyer will pay for his membership. Only difference is he’s getting a lot of stuff FREE with the test-drive. In fact, everything is free except the membership itself.

Crack Smokers Beware 12 months ago I sent out an email with an outrageous subject line – “They Must Be Smoking Crack.” It pulled in over 20K that day for The Chinese Long-Life System™ www.chineseculturesecrets.com/long_life.html – a program I made in China with my friend, Master Zhang DiYi. Eight months later I used the same email, verbatim, and it pulled below average. When this happened I figured most of my list had already heard about the product – and most of those who were going to buy it had already done so. Whenever I catch myself thinking this way I question my assumption and try a slight change in the subject line to see what happens. Last week I took this same email and changed the subject line to the one shown below. All other elements of the email were the same. The email quickly raked in another bundle of dough, teaching me there’s still gold in them thar hills. Take a look at the copy for this email and see how I sell against peoples’ belief systems, as well as how I use email testimonials and comments to close the sale for me.

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He’s a Crack Smoker Hi John, As you know, I released the Chinese Long-Life System several months ago… and the testimonials have poured in. There are many reasons for this – foremost of which is that the program flat-out works. And it works whether you think it will or not. Yes, the Chinese Long-Life System isn’t about your belief system. It isn’t even about how much effort you exert. It has nothing to do with whether or not your mother liked your sister better. It’s all about massaging three mega-powerful and incredibly influential life-changing pressure points, then doing a few easy calisthenics, then slapping along meridian lines. You don’t need to hypnotize yourself for the program to work. You don’t need to think positive. You don’t need to believe a word I’m saying. All you need to do is take a few minutes each day to follow along with Master Zhang and voila – eureka and yao-zai, yao-zai, yao-zai… the program does what is is supposed to do. Yesterday we received several comments from those forward-thinking, industrious and creatively alive folks known affectionately as the Furey Faithful. Here’s what they had to say: Matt, Did you say that some people are criticizing you for the cost of the Chinese Long-Life System – www.chineseculturesecrets.com/long-life.html Hopefully, they are getting on you because they are too cheap. I have never seen anything like this compiled in such a format. The people complaining about the price must be on crack. I have been doing qi gong for many years, as well as other martial arts and mixed martial arts. Let me tell you something. A good friend of mine trains with one of the greatest tai chi/qi gong masters on the planet, and he has showed me a few things. He told me to never, never show the exercises to anyone as they have been passed down from a very protective and secretive lineage. I have never broken his trust, but after seeing your DVDs, shucks, many of them are already there, or at least very close versions of them. Your product is a steal. Those getting it, and doing it should consider themselves lucky. Most people learning those exercises have been selected by the teacher. All of your products are worth their weight in gold. You are probably a millionaire, and you know what; you should be. God bless you brother, and keep putting the good stuff out there. Scott 10


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The Newsletter for Online Entrepreneurs M.F. I have to agree with you on the price Scott. The information on the DVDs is a steal at the current special, and will be going up again soon. In fact, I let it slide for an extra week, but effective today, I’m only letting another 100 sets go at this amount. Thanks for your support. Matt, Just got the Chinese System – www.chineseculturesecrets.com/long_life. html – and I’ve been massaging the 3 pressure points the last couple of days. It’s incredible! The energy increase and clarity of mind I get from them is overwhelming...is that normal. Does it take long to get used to the effects. Thanks, Tom M.F. So I guess it works, huh. Yes, the results are normal. I can’t really say how long it takes to get used to a clear mind and having so much energy. It sure beats going through life with a body that is asleep at the wheel. Well, my friend, that’s all for now. Be sure to get in while the getting is good. Only 100 sets left and then the amount for this extraordinary Chinese Long Life System is going up considerably. Kick butt – take names, Matt Furey P.S. Here’s another good letter – this one about my Combat Conditioning product: Matt Just wanted to thank you for your excellent book and DVDs on Combat Conditioning – http://www.mattfurey.com/conditioning_videos.html. I read Barry Eisler’s excellent RAIN series, and when I asked about bodyweight exercises, he referred me to your product. I am 47 years old, and in May weighed in at 220 with cholesterol count of 242. The doctor immediately recommended Lipitor, but I said no; give me 3 months. I started your program, plus biking, and eating healthy. 3 months to the day, my cholesterol dropped 60 points, bad cholesterol 70. The numbers impressed the hell out of the doctor. I also surprised myself by doing 12 pull-ups and 25 chin-ups. Before I could barely do 2-3. I feel stronger than ever. While my numbers are not as impressive as some, for a 47 year old guy who simply follows your program 6 days a week for 20-30 minutes a day, I am extremely pleased with the results.

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Keep up the good work, Joseph M.F. Great work Joe, and your numbers are more impressive than you may think. For those who haven’t read Barry Eisler’s books, you are missing a real treat. The Rain series will stand with anything written by Michael Connelly, Robert Crais, or Dennis Lehane, three other fine writers.

Pay Attention to the P.S. In the P.S. on this email, also pay attention to what can only be called the “Columbo technique.” My brother, Sean, invented this, me thinks. What you do is say everything you have to say, answer all the questions posed, reply to all the testimonials, then appear to be closing the email. But then, in the P.S. you introduce another letter. And this letter needs to be hard-hitting. It cannot be weak or flimsy. Sean obviously wrote this P.S. for me as I have no idea who Michael Connelly, Robert Crais or Dennis Lehane are. I’m still working on Adventures of Huckleberry Finn, for crying out loud.

No-Holds-Barred Email Critiques Okay, I’ve put off my email critiques long enough. This issue I’m going to keep the names and products for the great emails in tact. Fair enough? The first one for you to study comes from Chet Rowland – www. chetsdatingsystem.com. If you have an interest in SEX, as well as meeting women, I’m betting the subject line will reel you in. Note how Chet explains to the men he’s speaking to (men looking for success with women) how THEY must give details when they write women – otherwise they aren’t going to get an answer.

She licked the white creamy drops Hi Matt, She licked the white, creamy drops as they slowly drizzled down her skin. She took her time enjoying every last drop. Finally she took the entire thing in her mouth until it disappeared. I could have just written she ate the glazed doughnut and it would essentially be the same as the paragraph above, but somehow it is very different. Why? Because it is specific, descriptive and detailed. It paints a picture. 12


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The Newsletter for Online Entrepreneurs The details make all the difference in the world. You want a woman to imagine how wonderful it will be to be with you. How much fun she will have with you. Details matter for another reason though. Why else do you think they would matter? How believable is a story when a person doesn’t give details as opposed to a person who describesan event in detail. Aren’t you more apt to believe someone who tells you something in vivid detail? When you write to a woman you want to give details. You want her to already begin to feel what you write about. Take a look at the e-mails you send to women. Do they paint the picture you want? If not, that could be why you are not getting the results you desire. Now go find the woman of your dreams, Chet Rowland P.S. I have created hundreds of template letters in my Online Dating System www.chetsdatingsystem.com so you don’t have to waste time. [Note: Very good email. I would have spent a bit more time on the P.S., though, and tied it more closely to what you wrote about. I would have also tied it to the desire for the reader to have a product that is already done for him. Below is an example of what I mean: “P.S. I realize that oftentimes it can be difficult figuring out WHAT details to cover in an email (not to mention extremely time consuming). And I realize a lot of times you may not know HOW to write your first email that sets the stage for the woman of your dreams to drool over you. Well, don’t worry, my friend. I got you covered. In Chet’s Dating System I have hundreds of emails ready for you to use, almost ‘as is.’ Take my emails as is, change a word or two – you have my express permission to do this – then hit send and watch the women compete for a piece of you. Go to www. chetsdatingsystem.com and I’ll give you all the tools you need to lure the most beautiful women in the world right onto your lap.”]

Let’s Look at Real Estate Our next email comes from Mr. Doug Doebler – a real estate salesman who did 100 million dollars of business last year with no slow down whatsoever this year. Note the very personal tone of this email.

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Hi Matt, It’s hard to believe that the summer of 2006 is over. I’m not ashamed to say that I’ve taken advantage of the slow market conditions to regroup and have some fun & relaxation. I have been involved in real estate for the past 25 years. In my world, the summer months have always slowed down a bit – giving us a chance to sit back and enjoy life. I was recently talking with my buddy, Real Estate Guru, Frank McKinney. He was the guy that got me started in the pre construction facet of real estate. Frank is quite famous for building the world’s most expensive spec homes in Palm Beach, Florida. I was selling new homes for a local New York state builder and tired of sitting in the model homes day after day, weekend after weekend. I attended one of Frank’s seminars in Florida. After that seminar, I made my mind up – no more model home sitting. My eyes and ears opened wide at that seminar and here we are today working on millions of dollars of pre construction condo sales. Enough about me – the purpose of this email is to share an email I recently received from Frank. He talks about the current market conditions – I found his email very interesting – a great perspective on the current real estate market. I hope you take the time to read Frank’s thoughts. Click on the link www.dougdoebler.com/x/Mckinney If clicking on the link does not work for you, just highlight the web address above, copy and paste to your browser. Franks’ email is worth the read. Frank uses his grand success to build homes for the homeless in some of the poorest parts of the world. I am going to Haiti in February with Frank to visit a village he is building and that I have contributed to. Should be an interesting tour! Sincerely, Doug Doebler [Note: Doug, I loved this email so much I couldn’t help but click the link. What you’ve done in this email is important. You’re providing confidence, reassurance and courage. You need to do more of this. Using the “higher authority” is brilliant. Now it is both of you telling me to stay the course – or to jump in with both feet. Far better than the nitwits on the nightly schnews with their perpetual doom n gloom. Great work.]

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The Newsletter for Online Entrepreneurs

Honey, My Wife Took Over My Business In this month’s final email, let’s look at a clever strategy that has been used very successfully via direct mail. It’s having your wife suddenly sneak into your office to send a message to the list. How does it work via the Internet? Well, let’s read the email, then I’ll give my opinion. Dear Matt, (Tim’s always writing these so I thought I would throw in my 2 cents worth while he’s watching football... again.) Hi ladies. My name is Tammi and I had my fifth child (yes 5th) in October of 2005. After having Keion I of course like everyone else wanted to lose the weight that I put on during pregnancy which by the way was 43 pounds. I am a fairly small person to begin with so this was a lot of weight to put on for me. After having my fourth child I worked hard, ate somewhat healthy and got down to a size 2 and some 4’s. When I say that I worked hard, I mean I WORKED HARD. I got up 5 days a week at 4:30 am to get to the gym to get in my 1 1/2 hours. I did weights for about 40 minutes and the rest of the time I spent on the cardio machines. I rotated between the treadmill (which I HATE running), the elliptical, the stairclimber and all the other machines at the gym. I got so that I could do 60 minutes of hard intense cardio. I totally saw the results and really didn’t have to curb my eating habits. I am a totally chips and salsa girl. Anything with salt and I am in heaven! So right before I got pg with my 5th baby, I weighed about 117 pounds and I am 5’7”. I was fit beyond fit. I tried sticking with my workout program once I got pg, but it is hard to stick with something so intense! Especially the 4:30 am thing, I wanted to sleep. So I am sure that if you have gotten this far you are wondering why I am writing this and it is NOT to brag trust me! After babe #5 I just still couldn’t get motivated to eat healthy again and lose the weight, plus there was no way that I was going to get back up at 4:30 am after being up all night with an infant. I decided that I was just going to have to be 15 pounds heavier and that I would have to learn to live with it. Then I listened to a wise man and tried hill sprinting. YES, I am the one who hates running. But seriously all it has taken for me to lose the weight and stick to my not so great diet has been hill sprinting. For one, it takes only 15 minutes of my time a day and two it only takes 15 minutes of my time a day. I saw results within a week and I could still eat what I wanted and was losing flab! I am not saying that working out hard at the gym isn’t worth it, but I know that we are all busy moms and don’t have that kind of time or money.

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October 2006

Believe me, I am the hardest person for Tim to convince about anything – but I had to admit that what he told me worked. Might be the second time that I’ve admitted that’s he’s right about anything. If you’re interested in getting the same kind of results look over Tim’s letter here: http://www.makesyoufast.com/uphill_fitness_training.html Tammi Kauppinen PS This was fun. I think I’ll sneak on here once in a while to give a woman’s perspective on things... [Note: Tim, I like this email a LOT. By direct mail this approach can do very well, especially when there’s a photo with your letter. And if your letter is hand-written, then WOW – it can have major pop. By email, though, there is a feeling of insincerity that comes through for some reason, even though the same exact approach works great in another media. This is why I think you’re better off introducing Tammi. Begin to tell her story, then pass the torch. For example: Hi Matt, My wife, Tammi, lost X pounds following my Uphill Fitness program. And she did it in X weeks – AFTER having our 5th child. Today I thought you’d like to hear her side of the story, so I’m passing the baton to her right now. I think you’re going to love what she has to say. – Tim With this approach you can work her emails into the mix more often and never feel weird about it. Let me know how it goes.] Well, my friend, that’s a rap for this issue. Next month I’ll have a report for you that’ll blow your brain wide open. Kick rumpus,

Matt Furey PS I'll be speaking at the Glazer-Kennedy Info-Marketing Summit, in Atlanta, on November 2. Hope to see you there.

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Dissecting the Psychology of Furey Emails

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Russian Sumo Dope Smokers Nailed The Japan Sumo Association just held its first ever drug test. They decided to do this after a Russian sumo wrestler was arrested last month for possession of marijuana. And guess who got nailed in the drug test. Two more Russians. Namely, brothers "Roho" (Boradzov Feliksovich) and "Hakurozanb" (Baradzov Feliksovich). Now, I didn't administer the drug test - but this Fure-cat tends to think one of two things about this situation: 1. The Russians were set up because of nationalists who don't want their sacred sport corrupted anymore with GaiJin blood or 2. The Russians just don't get it that there are many ways to celebrate in Japan - all of which are limited to being drunk on sake. I, myself, have tasted sake a couple times, and believe me, it's nothing to write home about. The same can be said of eating raw squid, octopus and horse meat. So maybe this is a third reason for the Russians using weed. If I had to live on what they may be forced to eat each day, I may reach for something much stronger, too. But being I am not subjected to sushi, sashimi and sake - I prefer to get high on life itself. From deep breathing and exercises that open the meridians and promote greater chi flow. By the way, one good reason (among many) NOT to use marijuana is that it reverses the flow of chi in your meridians. Not a good thing, me thinks. When your meridians are open, disease and sickness leave you alone. So do the pangs of old age, weakness and lethargy. So it's a good idea to follow exercise programs that open you up rather than close you down.

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Two of my favorites, both of which come from China, where they don't have any dope smoking sumo rasslers, are the Chinese Long-Life System and Dao Zou.

Many people wonder what the difference is between the two programs, as both of them lead to greater health and longevity. First, the Chinese Long-Life System emphasizes pressure to various acupuncture points. In fact, there are three that, if massaged each day, can dramatically improve your health. Second, in Chinese Long-Life System, you are given a few dozen different exercises that hit every muscle in your body from head to toe. In Dao Zou, the objective is to rewind your mind, reduce stress and improve balance through reverse training. When you train in reverse you improve the functioning of your kidneys - and many of today's diseases: senility, Alzheimers, osteoporosis, sexual dysfunction, weakness in the knees, and so on - are due, in part, to weakening kidneys. I realize in America you won't hear what I'm saying from too many M.D.'s. But if you were to speak with an acupuncturist or doctor of Chinese medicine - you'd find him agreeing on what I say. The kidneys are virtually ignored in western society. We think of the heart and occasionally the lungs - but the kidneys are HUGE in Chinese medicine. And when they weaken the rest of the body, including the heart and lungs, start to weaken as well. When you do Dao Zou, your kidneys strengthen which will then show in greater leg strength, a calmer mind and a better memory. Your kidneys control short-term memory - your heart long term memory. This, in part, is why those with senility and beginning stages of Alzheimers have no trouble remembering what they did 50 years ago they just cannot recall what you said a minute ago. As your kidneys get stronger, the overflow of chi moves to your heart - and your heart regulates, among many other things, the strength of your long-term memory. So don't be surprised if you begin to remember things from your past that happened a long, long time ago if you're doing the Dao Zou program. I know someone who suddenly began recalling his birth while doing Dao Zou. This may sound far fetched to you now, but it won't be if 31

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A good regiment is to do the Chinese Long-Life System program in the a.m. - along with some of the Royal Court from Combat Conditioning. Then end your day with Dao Zou. All of these programs are currently being offered at half- off here. Jump in and get the programs that truly make you healthy and vitally alive. Best, Matt Furey

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They Must Be Smoking Crack Dear Friend, As you know, I released the Chinese Long-Life System 17 days ago … and the testimonials are already starting to pour in. There are many reasons for this - foremost of which is that the program flat-out works. And it works whether you think it will or not. Yes, the Chinese Long-Life System isn't about your belief system. It isn't even about how much effort you exert. It has nothing to do with whether or not your mother liked your sister better. It's all about massaging three mega-powerful and incredibly influential lifechanging pressure points, then doing a few easy calisthenics, then slapping along meridian lines. You don't need to hypnotize yourself for the program to work. You don't need to think positive. You don't to believe a word I'm saying. All you need to do is take a few minutes each day to follow along with Master Zhang and voila - eureka and yao-zai, yao-zai, yao-zai … the program does what is is supposed to do. Yesterday we received several comments from those forward-thinking, industrious and creatively alive folks known affectionately as the Furey Faithful. Here's what they had to say: Matt, Did you say that some people are criticizing you for the cost of the Chinese Long-Life System Hopefully, they are getting on you because they are too cheap. I have never seen anything like this compiled in such a format. The people complaining about the price must be on crack. I have been doing quigong for many years, as well as other martial arts and MMA. Let me tell you something.

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A good friend of mine trains with one of the greatest tai chi/quigong masters on the planet, and he has showed me a few things. He told me to never, never show the exercises to anyone as they have been passed down from a very protective and secretive lineage. I have never broken his trust, but after seeing your DVD's, shucks, many of them are already there, or at least very close versions of them. Your product is a steal. Those getting it, and doing it should consider themselves lucky. Most people learning those exercises have been selected by the teacher. All of your products are worth their weight in gold. You are probably a millllionaire, and you know what; you should be. God bless you brother, and keep putting the good stuff out there. Scott

M.F.: I have to agree with you on the price Scott. The information on the DVD's is a steal at the introductory price, and will be going up soon. In fact, I let it slide for an extra week, but effective today, I'm only letting another 100 sets go at this introductory amount. Thanks for your support. Matt, Just received the Chinese Long-Life System and I've been massaging the 3 pressure points the last couple of days. It's incredible! The energy increase and clarity of mind I get from them is overwhelming…is that normal. Does it take long to get used to the effects. Thanks, Tom M.F.: So I guess it works, huh. Yes, the results are normal. I can't really say how long it takes to get used to a clear mind and having so much energy. It sure beats going through life with a body that is asleep at the wheel. Well, my friend, that's all for now. Be sure to get in while the getting is good. Only 100 sets left and then the amount for this extraordinary Chinese Long Life System is going up considerably. Matt Furey 62

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P.S. Here's another good letter - this one about my Combat Conditioning product: Matt Just wanted to thank you for your excellent book and videos on Combat Conditioning. I read Barry Eisler's excellent RAIN series, and when I asked about bodyweight exercises, he referred me to your product. I am 47 years old, and in May weighed in at 220 with cholesterol count of 242. The doctor immediately recommended Lipitor, but I said no; give me 3 months. I started your program, plus biking, and eating healthy. 3 months to the day, my cholesterol dropped 60 points, bad cholesterol 70. The numbers impressed the hell out of the doctor. I also surprised myself by doing 12 pull ups and 25 chin ups when in May I could barely do 2-3. I feel stronger than ever. While my numbers are not as impressive as some, for a 47 year old guy who simply follows your program 6 days a week for 20-30 minutes a day, I am extremely pleased with the results. Keep up the good work, Joseph M.F.: Great work Joe, and your numbers are more impressive than you may think. For those who haven't read Barry Eisler's books, you are missing a real treat. The Rain series will stand with anything written by Michael Connelly, Robert Crais, or Dennis Lehane, three other fine writers.

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6,000,000 reasons - not a single excuse

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My new book, 101 Ways to Magnetize Money is quickly becoming a best-seller. Testimonials are pouring in as well - so are the FAXes to attend a special LIVE seminar to be held later this year. It’s gratis for all who get a copy of the book. If you haven’t picked up a copy of 101 Ways to Magnetize Money, you’re missing out on some major life-changing information. No, this is NOT just another book on the Law of Attraction, written by an “expert” who has never really succeeded at a high level - but is willing to tell you what to do - for a fee. In my book, I tell you, flat out, what works and what doesn’t based on MY EXPERIENCES of winning a world kung fu title, operating a multi-millyun dollar business, writing an international best-seller, holding sold out seminars - and so on. I’ve used the principles and LAWS in my book to succeed in many, many areas. So what I have recorded for you is not mere theory. Nor is it something I wrote to make people feel good with no tangible or practical application or results. YES, my book teaches a combination of mind and elbow grease. The key difference is that with MY approach - elbow grease does not mean struggle, resistance or unnecessary effort. It means acquiring the ability to use your mind and body in harmony, in a spirit of relaxation. When you do it the way I teach, you are able to exert maximum power over your circumstances. You are able to change your life for the better. Last week I was in California training with a kung fu master I greatly admire. Over and over I was encouraged to relax into each movement, each posture. The importance of relaxation is something I already know - yet in being reminded of it I drive the ability to a deeper level - and the power that comes forth is magnified. 64

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You may find it ironic that LESS physical effort can bring you more mental and spiritual power. But think of it this way, your body is mighty small compared to the power of the wind. Yet, the same Universal Power that gives power to the wind also gives you power - and the more you choose to open yourself to it - the greater that power becomes. There is a reason why kung fu and tai chi masters in their 70’s and 80’s can beat the tar out of their younger students. And it isn’t because their muscles are stronger. It’s because they know how to harness the power of imagination and combine it with breath and a dynamic, fluid structure. Last week each of my training periods was three hours long. I trained with great focus the entire time. Yet, the three hours was teaching me to let go and allow the mechanics of my physical structure - combined with the chi of the Universe - to deliver the power. This is the same sort of thing I teach in 101 Ways to Magnetize Money. You have an imagination. You also have a body that can do things. The key is learning how to integrate the two for maximum effectiveness with minimal effort. Pick up a copy of 101 Ways to Magnetize Money today. Best, Matt Furey P.S. the subject line of today’s email comes from one of my favorite quotes. “There are 6,000,000 reasons for failure, but not a single excuse.” - Rudyard Kipling.

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I Dare You People will do some pretty amazing as well as outrageous things - when someone dares them. But has anyone ever dared you to become a success; has anyone ever dared you to make a fortune providing great products and services to others. Probably not. Last night I was out bowling - and one of the people in my group saw I was ahead of him on points. As I went up to the line to get ready, he said, “Come on, Matt. Throw a gutter ball. We need a gutter ball.” I turned around, looked him in the eyes and pointed to the floor, “You must be talking to the little mat that is sitting right there. You can’t be talking to me.” He smiled and shut up. In a sense, the man was daring me to throw a gutter ball. He was hoping I’d pick up on his vibe and act it out. He wasn’t daring me to succeed. He was daring me to do something I didn’t want to do. Not only did I block his comments overtly, as I stepped up to the line I formed a mental picture of what I wanted - a strike - and whammo - I got one. My friend, I’m daring you to succeed. I’m daring you to overlook the negative ideas, comments and looks of those who don’t want you to rise above them. I dare you to pick up a copy of my new book, 101 Ways to Magnetize Money - and apply the timeless principles, laws and wisdom contained within. You can order it now by going to Best, Matt Furey P.S. You won’t be able to put this book down once you start. I dare you to try. 66

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The Finished Line

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“You need to finish something.” These five words in quotes were said to me by my wife in the summer of 1995. She got tired of watching me start something - get an idea for something else - drop what I was doing - start the new thing get a new idea - start on yet another new path - then get yet another idea - and so on. A few weeks after she said this I finished my first book. But I didn’t stop there. Soon after I wrote my first book I created a set of three videos, then another book with a video - then another book and a set of audio tapes to go with it. A couple months later - two more videos. I was finishing things. In fact, over the next eight years I finished so many things that I became prosperous in every sense of the word. Then I backed off a bit on creating products and started doing seminars and coaching … helping others create. Now, let me define the words “backed off.” They mean: While coaching everyone in the creation process I started to create fewer books and course than I used to, or at the speed I once did. Yes, I did write three newsletters each month, as well articles for magazines, as well as my daily emails, as well as my monthly CDs and DVDs. Yet, even with the seminars, the coaching, the newsletters, emails, DVDs and CDs being cranked out each month something was still stirring within my soul. I felt I had done so little compared to what I’m capable of. There was so much more I wanted to write, to say, to record. 39

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While this desire for more stirred within me - I also had to deal with the reality that I could retire if I wanted to and live a life of comfort. I must tell you - the words “comfort” and “comfortable” are dangerous. You want to learn the art of mental, physical and spiritual relaxation - but you don’t want to learn the art of comfort. As soon as you get comfortable with what you have or what you’ve done - something inside you dies.

I can tell you, there are a lot of people who would love to write a book or create a product - but their lives are too comfortable - so they can’t get themselves to do it. The word “maintain” is another dangerous word. Success is not about maintaining anything. It’s about continually looking for ways to make yourself better - no matter what. And there is no better way to capture the feeling of success than finishing things you set out to do - then going back and recharging yourself by reliving those circumstances in order to program yourself for more of the same. Finishing things takes desire, imagination and goals that get you moving. Later this month I’ll be releasing a couple new books that I showed to members of my MasterMind last weekend. I think you’ll be in awe when you read what I’ve written. It most certainly is NOT a rehash of everything else out there. So stay tuned. In the interim, take a look at the Zero Resistance Living Course Matt Furey P.S. 10 days remain before I put on my annual fitness seminar. This one will be a total mind/body approach that you MUST go to. Only 48 hours left before enrollment is closed. Sign on NOW.

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