/\

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I was tearing my hair out and gnashing my teeth and shaking my fists at the sky.

​​Ok, maybe it wasn’t that dramatic but things were really bad. I spent a long time trying to come up with an example to illustrate the “Icarus” story template — and I still had nothing.

And then I had this brilliant idea. I would write about pickup artist Tom Torero.

​​Tom went from a shy, nerdy, anxiety-ridden Oxford student… to a professional pickup artist, living a life of confidence, adventure, and freedom… to finally being doxxed, deplatformed, and driven to suicide this past December.

​​Pretty Icarusy, right?

But here’s the thing. Maybe you notice I am sending this email out later than usual.

​​That’s because I spent an unholy amount of time trying to tell Tom’s story. But I couldn’t do it right, not without running into pages of text, completely obscuring the Icarus structure I was supposed to be illustrating.

​​After hours of fruitless work, crushed and defeated, I raised my fist up at the sky one last time, shook it weakly, and then gave up. All I can do now is report on my failure to write today’s email.

So remember there is such a thing as a canonical Icarus storyline. It can be represented graphically by /\.

And also, remember to be mindful of what details you include in your stories.

There are details — like the oversized brown corduroy pants that Tom used to wear, which emphasized his girlish hips and his narrow shoulders — that can give your story sticking power.

But there also details — like the many too many details I couldn’t keep myself from including today — that just sidetrack your story.

So learn from my mistake. Be conscious and continent with your detail sharing. Your stories will be more impactful for it — and you will be done writing much sooner.

If you want more advice on storytelling, including about the most powerful story template to use in online selling, you will want to read my email tomorrow. You can sign up to get it here.

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In May 2014, I quit my secure, full-time IT office job and I started spending my mornings writing stock analysis articles for the Motley Fool.

It was great. I was working from home. I was working for myself and doing work I didn’t dislike. I could organize my own schedule, my rates were quickly increasing, and the future was looking bright.

Then in July 2014, just a couple months after my new barefoot writer lifestyle had begun, I got the following email from the managing editor at the Motley Fool:

it is disheartening for us to say that effective today, we will not be able to continue our writing relationship and further this mission together.

This is no fault of your own; it is the simple result of our business model and the corresponding structure we’ve built. It has been our pleasure to work with you, and we hope you consider yourself a Fool for life. We certainly do.

“Well, shit,” I said to myself. “Fool for life, indeed.”

I wrote to the MF editor I had been in touch with. I asked if there was any chance I might be kept on — while hundreds of other writers were being let go. I never heard back.

I wrote to my friend, who was also writing for the MF and who got me this gig. “It sucks,” he said. “I don’t know what’s going to happen, but it’s not looking good.”

So there I was. I had no job, and I needed money. I had rent to pay, food to buy, plus I had a cat at the time, and maintaining those things in life is not exactly free.

What to do?

Getting an office job again was inconceivable. For one thing, I wasn’t sure anyone would hire me — certainly not the people at my old job. For another, it was just a matter of pride, plus the fact I had always been a bad match for office work.

I looked at my arm, and briefly considered sawing it off. But I soon realized that’s another story, although with the same structure. In any case, losing the arm wouldn’t help.

So I took a deep breath. I gritted my teeth. And I did what I always do:

I made a list of ideas. In this case the list was titled, “10 ways I could make money by the end of this month.”

#6 on that list, between #5 (stealing) and #7 (begging) was “Write and publish some Kindle books.” And that was my start as a Kindle publishing magnate.

I’ve written about this history before. But the gist of it is:

That first month, I wrote three short Kindle ebooks, on three related niche topics. The total word count was around 15,000, and 10,000 of that was reused among the three ebooks.

I sold $285 worth of books in that first month.

The next month, I wrote 3 new tiny books. And then some more. Within a few months, I had a stable of a dozen titles, and I was making a steady income that was getting close to what i was making at my IT job just a few months earlier.

Ta-da! Who needs the Motley Fool? Who needs a stupid office job?

​​I had a found a way to survive and even thrive, working for myself, on my own terms, with “up” as the only direction to go.

​​The end. Well, almost.

Yesterday, I told you about the riches-to-rags story type, which can be represented by \. The day before that, I told you about rags-to-riches, represented by /.

Combine those two, and you get \/ aka the “man in a hole” story type.

“Man in a hole” is a common format for complete stories — like that of Aron Ralston, who sawed off his own arm to survive after being pinned down by a boulder.

“Man in a hole” is an even more common plot element of bigger stories — think James Bond losing $14.5 million in a poker game in Montenegro, because he’s been suckered by the fake tell of the main villain.

Which brings up the following storywriting rule:

It matters where you cut you your story off.

For example, after those first few glorious months, my Kindle sales cratered. It turns out I wasn’t going to make a living selling $2.99 ebooks. So I got into writing sales copy for other business… then a few years later, I got back into Kindle publishing but with a different approach… then I met this guy who told me about crypto and we went to London for a conference…

You know what that’s called? That’s called rambling. It’s definitely not called storytelling.

Human brains want neatly tied-up episodes, and they want the satisfaction of having story elements fit and click.

One powerful mechanism you have to make things fit and click is the stop button. So think of the effect you want to have, and use that to decide where to cut your story off. Speaking of which—

Sign up to my email newsletter. That’s been the point of this entire email. To show you I have something interesting to say about writing and persuasion more broadly, and that I can even be entertaining about it. Are you convinced? If you are, here’s where to go.

\

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Boris raised the famous golden trophy over his head, and the crowd erupted in cheers and applause.

​​They had never seen anything like this before.

Boris had become the youngest man ever to win the most prestigious tournament in tennis, Wimbledon.

For 17-year-old Boris, the acclaim was nice. The $169,000 prize winnings — equivalent to $446,000 in today’s money — didn’t hurt either.

Throughout the rest of his tennis career, Boris Becker won 48 more tournaments, including 2 more Wimbledon titles.

​​When he retired from tennis, in 1999, his entire career winnings totaled over $25 million. Combined with various endorsements and sinecures, his total earnings came to over $50 million.

But it’s not hard to squander a fortune. And over the years, Becker has worked hard to squander his.

Luxury apartments around the world… expensive divorces… a child begotten in the broom closet of a Nobu in London… by the mid 2010s, Becker’s resources were strained. And his debts were mounting.

Finally, it became too much. In 2017, Boris Becker filed for bankruptcy.

The tennis world, and the world at large, shrugged. It’s hardly a new story — a talented star makes millions in his youth, then squanders it all in middle age. Besides, bankruptcy is not the end of the world. People routinely recover from it.

But then just this past week, things got a lot worse for Becker.

It turns out he has been under criminal investigation for failing to report some of his assets during the bankruptcy hearings.

So now, not only will those assets be seized, but there’s a very real possibility that on Apr 29, Becker will be sentenced to jail time for his bankruptcy jiggery-pokery.

​​He might have to spend the next 7 years in prison… pushing the library cart around, fighting off advances in the shower, and trying to get used to the gruel — no Nobu behind bars!

Yesterday, I told you about the first canonical story type, rags-to-riches, which can be represented by /.

Today is about the second canonical story type, riches-to-rags, \. There are plenty of illustrations of this format. But I had been reading about Becker only a few days ago, and so he popped into mind.

And here’s an extra tip if you are massaging a story, whether riches-to-rags or any other type:

It matters big time where you start your story. Not just for sucking the reader in and getting his attention. But for the total effect.

For example, I could have started today by talking about the struggles Becker experienced only weeks before his first Wimbledon. Or I could have talked about the sacrifices he made as a kid.

Those might be valid places to start — if I were after a different effect.

​​But if the point of my story is to get you depressed and scared about losing everything you’ve got — after all, if it can happen to somebody as talented and blessed as Becker, why not you — then the best place to start is the highest, most pure moment of his career and life.

“Yeah about that,” I hear you saying, “this riches-to-rags structure is kind of depressing. It’s also kind of preachy. Who wants to read this kind of thing? I feel like you’ll just turn people off.”

Fair concern. But the fact is, some of the most influential and powerful stories in human history basically follow this basic riches-to-rags structure.

Adam and Eve had it really good in the Garden of Eden and then—

King Lear had three fair daughters who loved him and then—

And an Ikea lamp had a happy home and—

​Well, maybe you don’t know the most famous Ikea commercial ever.

​​It was directed by Spike Jonze. And people still talk about it today, 20 years after it came out.

​​You can find it below. And if you watch it, you will find a second crucial thing you need to do to make your riches-to-rags story work well.

​​In fact, it’s something I screwed up with my story of Boris Becker above.

​​It’s too late for me and my story in this email. But it’s not too late for you. Watch below and learn. Oh, and sign up for my email newsletter — I will write more about story types tomorrow.

/

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Today I’d like to tell you the story of a boy who became known as Thee-Thee.

When Thee-Thee was just ten years old, his father died. The family wasn’t rich before, but now they were poor. Thee-Thee had to go to work — every day, before and after school, weekends too — to help support himself and the rest of his family.

Thee-Thee kept working. And he kept studying. He finished high school and even some college.

But his first job out of college paid so poorly that Thee-Thee couldn’t afford a meal every night. His budget could just support the room he was renting, occasional laundry service for his two shirts, and dinners only five nights a week. The other two nights he had to go to bed hungry.

But Thee-Thee didn’t stop, and he didn’t quit. He kept working hard and being honest. He made his employers more and more money. And as a result, he himself progressed, further and further.

Thee-Thee started getting paid higher wages. Then he got commissions on the money he was earning his employers. Then he was given shares of businesses he helped grow.

In time, Thee-Thee became rich. He bought an ocean-going yacht. He lived in a palatial house surrounded by flower gardens admired across the state. He died a multimillionaire, back when that was the equivalent of what today is a billionaire.

You might recognize who I’m talking about. It’s a famous marketer and copywriter. Perhaps the most famous and influential of them all:

Claude C. Hopkins.

(Thee-Thee? Hopkins had a lisp. When he introduced himself — C.C. — it came out as Thee-Thee. This became his nickname around the Lord & Thomas offices — behind his back of course.)

I’m telling you the story of Thee-Thee Hopkins for two reasons:

First, because it shows what you can earn — “at a typewriter which you operate yourself, without a clerk or secretary, and much of it earned in the woods” — if you get really dedicated to this marketing and copywriting thing.

The second reason is that Hopkins’s life is a perfect illustration of a rags-to-riches story.

Back in 1995, scientists from the University of Vermont looked at 1,700 popular stories, spanning all eras. The scientists used some fancy computering to analyze all these stories.

The upshot was they found these 1,700 stories all boiled down to just six fundamental structures.

The first of these can be concisely represented by the character /. It is the rags-to-riches story, which I just told you about.

If you’re curious about the other five fundamental story structures, you can go look them up for yourself. Or you can just sign up to my email newsletter.

Because over the coming five days, I will illustrate each of these five other canonical story types in an email. And will tell you some extra storytelling tricks and ideas that can help you also.

So if, like me, you get off on the hidden structure behind everyday things, my next few emails might be interesting for you. And who knows, they might even be profitable for you. As Thee-Thee Hopkins almost said once:

“Our success depends on pleasing people. By an inexpensive test we can learn if we please them or not. And if some guys from the University of Vermont have already done that testing for us, all the better. We can guide our endeavors accordingly.”

In case you want to read those emails when I send them out, here’s how to get a spot on my newsletter.

The bad news opportunity

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“It’s easy to give lip service to, as well as to try to be entertaining about it… but it’s really a very serious point. And the people I’ve been around, who really have the Midas touch when it comes to money, they’re really very good at this.”
— Dan Kennedy, Wealth Attraction for Entrepreneurs seminar

The ancient Greeks believed in a goddess named Nemesis. Her role was to punish people who’ve had an excessive run of unbroken good luck.

The Greeks knew, just the same as every other people in history has known. Just the same as you know right now:

You can’t have an infinite run of good luck.

Maybe. Not unless you make your own.

I talked a couple of times in the past week about Joe Sugarman. And I’ll keep talking about Joe, because there’s a lot more to the guy than just the hundreds of millions of dollars he made with his orange-tinted BluBlockers sunglasses.

One thing was that Joe saw every problem as an opportunity.

For example, one time when he ran an ad in the WSJ, selling a calculator, Joe screwed up. The price in his ad was cheaper than retail. The manufacturer was furious.

“I have dealers all over the country calling me and complaining,” the manufacturer screamed at Joe.

“Don’t worry,” Joe said, “I’ll fix it.”

So he ran a second, smaller ad announcing the mistake, raising the price, and giving consumers just a few days to respond at the old price. The new ad outpulled the original ad.

That’s what Dan Kennedy is talking about above.​​ People who have a skill for making money — like Joe — have really quick recovery when something bad happens.

​​After all, everything can ultimately be some kind of opportunity, they figure, and looked at in the long-enough term, all news is good news of some sort. Might as well see that sooner rather than later.

Sounds impossible?​​

Last year, I decided to try this idea out for a week.

“Have quick recovery,” I told myself. “All news is good news.”

As I made that decision and wrote it down in my journal, I felt an unpleasant sensation, like I got hit by a big wave. Something was wrong with me physically, and I felt like I might suddenly pass out. I have no idea what happened, and it was gone the next moment.

Normally, if something like this happened to me, I would get concerned, maybe hesitant, maybe look for signs something else bad is about to happen.

Instead, this time, I just shrugged my shoulders, smiled, and got curious. “What good is going to come of this?” I wondered.

Try it yourself. It’s liberating. Plus you might have good ideas come from it. You might even make some money that you wouldn’t have made otherwise.

Make the decision, right now, that for the next week, whenever something seemingly bad happens, you will remind yourself that something good will come of this. You might not see it yet. But what are some ways it could happen?

Maybe it will happen by you signing up to my email newsletter. Or maybe not. Only one way to find out.

Surfin’ and slingin’

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A little over a year ago, specifically 381 days ago, I made the prediction that in the future, we would see the following:

Artificial intelligence gets good enough to generate content — TV shows, music, books.

But good enough for what?

Good enough for each of us. Each of us gets a custom stream of entertainment, based on our previous preferences… based on how our eyes dilate… based on whether we keep watching.

Each of us is served with the perfect content, just for us, just for that moment. Familiar enough… with the right amount of surprise to keep us fascinated and perfectly pleased.

I wrote that after seeing a series of AI apps that could generate realistic human faces… cat pictures… even functional music videos.

Well, a year has passed. And damn.

Maybe you saw the announcement three days ago about Dall-E-2.

Dall-E-1 appeared a year ago. It’s an AI thing that generates images from text descriptions. “A baby daikon radish in a tutu walking a dog” turns into a picture of just that.

Thing is, Dall-E-1 produced stiff, flat, lifeless pictures. I saw it last year. It was interesting but not very impressive.

But Dall-E-2? The one that they just got released three days ago?

It’s creative. Innovative. Even beautiful. The images it produces are understandable and yet surprising. Good enough to keep us, or at least me, fascinated and perfectly pleased.

And it all happened so fast. In one year, the state of the art in AI went from stiff wooden clipart to something bordering on real art or at least high-level graphic design.

My point being:

After the initial rush and push and fear that AI is coming to take your job — if you’re a copywriter, at least — it seems the noise died down. So it is always. We tire of the news, even when it becomes more relevant.

Instead, a complacent attitude set in. “Yeah yeah, AI will never matter for real copywriters. Or at least not any time soon. Human beings want human interaction, personality, warmth, insight.”

The initial AI-will-take-your-copywriting-job discussion came after GPT-3 was released a couple years ago.

But I’m much more impressed by this Dall-E-2. Take a look at the link below and see if you agree. It’s a bunch of Dall-E-2 generated images from cryptic, flowery Twitter bios (such as “surfin’ and slingin'”).

This Dall-E-2 technology does not output text. But when something similar comes for text generation from short prompts…

Well, all I’m saying is, start thinking of how to take your writing skills or your copy-based business… and turn it into something that will still be relevant in a year or maybe just six months from now, when the new update to GPT-3 comes out.

Or don’t.

​​You can also just wait those 6 months, and you will probably be able to ask GPT-4 to answer that question for you — better than you can, leaving you both impressed and a little humiliated at the superior intelligence and insight this thing has.

Anyways, that’s my new prediction.

But maybe I’m just blowing it all out of proportion. If you want to see Dall-E-2 in action for yourself, and see if I’m exaggerating, take a look below.

But before you go, sign up to my email newsletter. I still have six months before the Apocalypse to write you some human-generated content.

Anyways, here’s Dall-E-2:

https://twitter.com/nickcammarata/status/1511861061988892675

Sub-format trumps copy

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The point of today’s email may be very obvious to you. But it wasn’t obvious to me, not for a good many years. And yet it’s very valuable — the numbers don’t lie. See if you agree:

​​I recently wrote about Joe Sugarman’s BluBlockers infomercial. It had a candid camera feel – Joe going up to people on the street, giving them a pair of BluBlockers to try, and recording them as they look around in wonder and say, “Wow, it’s so much sharper! Brighter, too!”

What I didn’t write about recently, but found interesting nonetheless, was a presentation given by top copywriter Evaldo Albuquerque. Evaldo was talking about tips and tricks to make an interview-style VSL a big success.

And then, there was an email I wrote a couple years ago about video ads my clients at the time were running on Facebook. The ads were very successful, and more successful than any other we had tried. They were modeled after BBC science videos — using stock footage, with overlaid subtitles that told an intriguing and dramatic story.

A-list copywriter Parris Lampropoulos likes to say, “Repeat after me: FORMAT TRUMPS COPY.”

The thing is, it’s easy to be shortsighted about what format means. Text sales letter? VSL? Podcast? Magalog?

The three examples I gave you above – Joe’s candid camera infomercial, interview-style financial VSLs, BBC-style stock footage ads — all three are formally video ads. But each is really a unique sub-format of video ads, which makes all the difference in their final effectiveness.

So repeat after me: Sub-format trumps copy. ​​

This brings me to a cool resource I’d like to share with you. It’s a steady source of analysis of some of the most persuasive, interesting, and influential sub-formats coming out today.

I’ll share this resource in exchange for something you can do for me:

Tell me about a unique format you enjoy.

For example, I’ve written recently about the YouTube channel Soft White Underbelly. It has a unique, consistent format across each episode, which I’ve grown to like.

I’ve also written about the Axios email newsletter about world news. It has another consistent format that I like.

So take a moment. Think about about a source of news, entertainment, education, inspiration — whatever — that you enjoy regularly and that has a strong, consistent format that you’ve grown to rely on and appreciate.

Then get on my newsletter if you’re not already on it. And when you get my welcome email, hit reply and let me know what this thing is, and if you want, tell me in a few words why you like its format.

In exchange, I’ll share with you the cool resource I mentioned above, all about interesting and emerging new formats. This resource might be enlightening and even very profitable for you, if you write or invent new DR advertising.

The Pope and Anthony Fauci are using this “Millionaire’s Secret” to create products that look, feel, and sell like blockbusters

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A few weeks ago, I was listening to an interview that James Altucher did with Peter Diamandis and Tony Robbins. And right as I was about to fall asleep, Tony said:

“Peter was going to go to the Vatican… where, believe it or not, every two years they have this regenerative medicine conference that the Pope actually hosts.”

“Woof,” I said, suddenly wide awake. And I lifted my nose up in the air, like an Irish setter that scents some game in the bushes.

It turns out there really is such an event. It’s called the International Vatican Conference.

The last one, which happened last May, was attended by the Pope himself, along with Anthony Fauci, the CEOs of Moderna and Pfizer, Ray Dalio, Chelsea Clinton, Cindy Crawford, David Sinclair, Deepak Chopra, and of course, aging rock star Steven Perry, the lead guitarist of Aerosmith.

Unfortunately, this latest International Vatican Conference was virtual and not held in real life​. Otherwise, you could write a Dan Ferrari-style lead, and paint the picture of the Pope walking down the soft red carpet in the gilded Hall of the Blessing, exchanging secret handshakes with Chelsea Clinton and wink-wink-nudge-nudging Ray Dalio.

I’m telling you all this for two reasons.

Reason one is that it’s a cool story I hadn’t heard anywhere before or since. If you’re looking for a hook for a VSL, now or in the coming months, I figure you can’t beat the intrigue of the Pope and Anthony Fauci and the CEO of Moderna in an invitation-only, world-shaping event held inside the Vatican.

Reason two is that maybe you don’t have a product to promote. Or your product simply doesn’t fit this Dan Brownish Vatican conference, and you’re struggling to find something equally intriguing.

In either case I would tell you, drop whatever you’re doing right now. And seriously consider creating a new business or at least a new product, built around this Vatican conference.

Because, as master copywriter Gary Bencivenga said once, great products are “those with a clear-cut, built-in, unique superiority supported by powerful proof elements.”

Gary’s advice was that you should create a product around a strong proof element to start, rather than create a product, and then start truffling out proof to support what you got.

Which is great. Only one thing I would add:

If you can additionally make your foundational proof dramatic and intriguing — again, think Dan Brown — well, then you’re really in for the kind of gold haul that would make the Vatican sit up and take notice.

So there you go. That’s my generational-wealth-building idea for you for today.

And when you do create your Vatican-scented regenerative essential oils, or whatever, and it ends up turning you into a multimillionaire, just remember me and send me a small finder’s fee. I’ll be grateful to you. And I’ll use it to take a trip to Rome and visit the Vatican — but just the outside.

Oh, and sign up for my email newsletter. You won’t believe the secrets and intrigue that are hiding inside.

Unusual guarantees, vol. 3

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To start, here’s a bit of futuristic auto news:

A few weeks ago, Mercedes introduced its Drive Pilot technology. It’s much like Tesla’s AutoPilot. It drives the car for you at low speeds. But Mercedes announced an important twist.

If you put your Mercedes on Drive Pilot and the car decides to run over somebody, crushing their foot… or severing their spine… or perhaps even killing them… then you will not be legally responsible.

​​Instead, the Mercedes corporation will be responsible.

So what’s new here?

Well I thought about that for a sec.

After all, what Mercedes is offering sounds just like a guarantee. But I realized it’s a special kind of guarantee, not often seen.

After all, the typical guarantee is something like this:

“Buy this Mercedes. If you’re not happy with it, or if it kills someone while you’re behind the steering wheel, you can return the car and get all your money back.”

A more extreme version is the double or triple money-back guarantee:

“Buy this Mercedes. If it kills someone while you’re behind the steering wheel, and you end up in jail for it, and you no longer want your Mercedes, just return it to us, or have your friends who are on the outside return it on your behalf. And we will refund your full buying price, plus we’ll give you an extra ‘We’re so sorry you’re in jail’ compensation, totaling 200% of what you originally paid.”

Maybe when I put it like that the point becomes clear.

The money you get back for a product that fails is often inadequate. Even when it’s all the money you put in, or even when it’s more. Your total cost is still greater, and sometimes it can’t be quantified in terms of money.

Of course, you’re not selling self-driving cars. But this idea can be used even for some modest direct response offers.

Perhaps you’re wondering how.

That’s something I will tell you about, or rather demonstrate, in an email soon. For today, I will just tease you with this:

I think the key is not to promise money in return. The key is to argue that your offer will make your buyer better off, in every way — whether your product works as intended or not.

In case you want more detail than that, the sign up to my email newsletter, and watch out for my upcoming emails.

“Filthy animals”: How to become a star and embarrass your mom

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Colby’s phone was ringing. He looked at it and his head sank to his chest.

It was his mom again. He would have to finally talk to her. And he knew what she would say.

“This is horrible, Colby,” his mom yelled as soon as he answered. “How could you? I just saw it again on ESPN! You called them filthy animals! An entire country, and you called them filthy animals! This is not how we raised you Colby! I should come over there and wash your mouth out with a bar of soap!”

You might know who I’m talking about. Colby “Chaos” Covington, currently the number-1-ranked welterweight in the UFC.

In case that doesn’t mean much to you, let me explain:

Covington is a professional MMA fighter. And he’s good at fighting.

But it turns out fighting is only a part of his job.

So in spite of being good at fighting, Covington was at one point on the edge of getting dropped from his contract with the UFC.

He was just not very exciting to watch or listen to.

So Covington started wearing a MAGA hat and name-dropping Donald Trump at every opportunity…

He started talking up his support and admiration of the police, right as the BLM movement was dominating the news…

And then, he went into his fight against the Brazilian fighter Damian Maia, in Sao Paolo, Brazil.

And right after beating Maia, during the post-fight interview, as the crowd started whistling and booing, Covington yelled into the microphone that Brazil is a dump and that Brazilians are filthy animals.

“What do you want me to do, mom?” he said when she finally gave him a chance to speak. “They really were acting like animals. They were all drunk, and they were throwing things at me and booing.”

So that’s the point I want to share with you today.

Covington says his public persona is really him. He’s not making it up.

He is a Trump supporter. He does admire and support the police and the military. And he thought the Brazilian crowd, before and during and after his Sao Paolo fight, was being incredibly rude.

The difference is, Covington took all those things… and he took them to 100.

It definitely worked for him. He had his UFC contract extended… he started making much more money… and he became one of the biggest names in the sport today.

And it can be the same for you, too.

You don’t have to be a natural to succeed at anything. Including having a personality.

You can even have fun doing it. A/B test different aspects of who you already are… exaggerate them, caricature them… and see what people respond to.

Money, fame, and opportunities will follow.

And in case you’re wondering:

Yes, I am telling this to you as much as to myself. Because this is an exercise I have been slacking off on doing.

So if in the near future you want to see me contradicting myself blatantly… or writing about crystal skulls and Akashic records… or announcing that I have converted to Taoism… well, sign up to my email newsletter. And get ready to witness my transformation.