5. Sometimes called (but never by myself) “Australia’s best
copywriter” by people who don’t know any better … I
helped launch the bestselling book in Australian history …
invented the email ‘Parallel Welcome Sequence’ … was the
first copywriter banned from even being mentioned in
r/copywriting … wrote the most ripped-off copywriting
profile on Upwork … single-handedly destroyed a popular
“group buy” piracy website … and scientifically proven to
have written the world’s craziest welcome email.
8. ● “You suck.” –Ben Settle
● “Get out of my inbox, you creep.” –Brian Kurtz
● “What is this trash?” –Drayton Bird
● “Terrible.” –Ramit Sethi
● “Too long, didn’t read.” –Chris Orzechowski
● “I hope my readers never see your crap” –Troy Ericson
Random Insults I Get
9. ● “One of Australia’s top copywriters” –Ben Settle
● “You are a force!” –Brian Kurtz
● “Astonishing.” –Drayton Bird
● “Very impressive.” –Ramit Sethi
● “Very funny.” –Chris Orzechowski
● “I hope my readers never see your crap” –Troy Ericson
What They Really Said
24. “A few years ago, NAME was spending 10 hours a
day dealing with miserable, pissed-off customers
as a call-center rep.
"I knew I needed to get out of there" he said.
NAME wanted to do more with his life...”
27. “Today I want to tell you about one of the
strangest email marketers I ever met.
The first time I ever heard of NAME was when I
was browsing Reddit …
… and I came across a thread with this title:”
32. “Today I want to tell you about one of the
strangest email marketers I ever met.
The first time I ever heard of NAME was when I
was browsing Reddit …
… and I came across a thread with this title:”
35. The Sitcom Principle
● Create a personal bond with the reader
● Other people’s stories are told from your perspective
● Make characters of the people in your life
○ Personal brand: your daily life
○ Businesses: use your business “world”
● Introduce outside disturbances or dilemmas to the ‘main cast’
41. It is in HUMAN
NATURE to want
to watch
disagreement
42. Disagreements We Watch For Fun
● School fights
● Sports matches
● Trash-talking UFC fighters
● Comment sections under videos/articles
● Letters to the editor section
● Anywhere people fight
43. Ways To Fight
● Fight with a person/group
○ Disagreement with Stefan Georgi re: AI
○ Takedown of GroupInsiders
● Fight with a belief/view
○ Non-native copywriters shouldn’t write in English
○ My email on vaccines
○ MAGA vs. Antifa
● Fight with a troll/hater
○ The guy who ripped off my homepage
○ The guy who dissed Upwork in One Hour publicly
○ Random trolls
48. Unique Insights From Me
● My storytelling model/style
● The Parallel Welcome Sequence
● Why I don’t track conversion %
● “Entertainment” can be “value”
● My five-stage market research approach
49. Other Businesses
● Stock tip newsletter — the picks you can’t find anywhere else
● Alcohol subscription service — scour the world for the best wine/whisky each
month and talk it up
● Online drum lessons/courses — a new special drum tactic lesson that month
that you only just discovered and can’t wait to teach it
● Local bike store — well, you’re local, so you ARE their only choice …
52. All of the above
works better if you
do it LIVE
53. Keep It Live …
● Stories that happened to you that day, not from the past
● Controversies that are burning right now
● Hate mail you just got (you can stoke the flames — I recently kept a theme up for
4 days)
● Insights you’re just discovering — keeps you at the forefront
● Products/inventory you just got — seems exclusive, live, real
