Business Ideas

Potentially harmful testimonial

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This morning, my floating guardian angel, Fred Beyer, wrote me a new message.

Over the years, Fred has repeatedly appeared out of the ether and pointed out harmful glitches and technical muckups in my marketing that were costing me thousands of dollars in lost sales.

But this morning, Fred wasn’t pointing out a technical issue. Instead he sent me a warning about my copy, specifically about a potentially harmful testimonial for my Copy Riddles program. He wrote:

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There’s a testimonial on your sales page that mentions the initial $300 you charged for Copy Riddles.

“Probably the best 300 bucks I’ve ever spent”

I’ve come across this before myself and I’ve always felt kind of cheated when I found out the training was now significantly more expensive.

There’s an inner voice that goes: “Sure it was worth 300, but is it worth 1000?”

Obviously You’re the expert.

I just wanted to share, in case this little testimonial drowned in the hubbub of running your biz.

===

Fred raises a good point.

That “best 300 bucks ever” is a kind of anti-anchoring. It goes against the smart marketing practice of pegging your price to a drastically higher sum, and then lopping off zeros to your prospect’s relief and joy.

Perhaps the thing to do would be to take that “300 bucks” testimonial down.

But I never miss an opportunity to flirt with sales prevention. So rather than take that testimonial down, I will actually highlight it. Here’s the full version, which came from Robert Smith, who runs his own CRO agency. Robert wrote:

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I’ve spent close to 150k on copy courses and mentors.

John Bejakovic’s Bullet Copy course is probably the best 300 bucks I’ve ever spent.

One word: “source”. He shows you source material — pre twist — and then re-twists it, so you know how the twist works.

Just send him an email and ask him to enroll you in it.

If, after lesson one, you don’t immediately say, “this is the best 300 bucks I’ve ever spent”, then send an email to rob@robertsmithmedia.com and I’ll send you a refund (then, write your name down in my book of “copywriters I’ll never hire.”)

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Robert went through Copy Riddles back in 2021. And yes, the course has gone up in price since.

I first sold Copy Riddles at a low price and I gradually pushed the price up — this made it psychologically easier to sell something of my own.

In the meantime, my own status has grown, the endorsements for Copy Riddles have poured in, and today I can and do sell this course for $1,000.

But that’s about me me me. What about you you you? How is it possibly fair to you that I’m charging $1,000 for Copy Riddles today, when I charged just $300 for it a couple years ago?

First of all, $1,000 is still a fair price and then some.

If you actually go through this course and apply what it teaches in a real marketing endeavor, then the info inside can be worth tens of thousands, or hundreds of thousands, or millions of dollars to you over your career.

You might think that’s exaggeration. But it’s just the nature of copywriting and marketing. Good selling skills, multiplied over a large enough audience, can create a lot of wealth, and quickly.

Second, a high, achievable, but uncomfortable price actually makes it more likely you will profit from the course.

I don’t believe the old chestnut, “If they pay, they pay attention.” I know many people who pay, and still never do anything with what they paid for.

But I do believe that if you pay a lot of money, and that makes nervous, you will push yourself out of your comfort zone and find ways to justify the uncomfortable price to yourself.

If you ask me for proof, I can give you myself as an example.

Some five years ago, I joined the coaching group of A-list copywriter Dan Ferrari. Over the course of about six months, I paid Dan multiple tens of thousands of dollars for this coaching.

This wasn’t money I could easily spare. In fact, I was eating away my savings, because I was paying Dan more than I was making. Each month, when it was time to make a new multi-thousand payment to Dan, I literally had cold sweat on my forehead and electric shocks down my spine.

I’ve written before about my experiences with this coaching:

Dan gave me valuable and practical marketing and copywriting ideas. But the real value was the price I was paying him. It made me so uncomfortable that I worked much harder to apply the ideas Dan gave me, to hustle and make do, simply because I had to.

Result:

In the month after I was done with Dan’s coaching, the floodgates opened. I started making the kind of money I had never made with copywriting before. Within the first two months at this new level, I had fully paid off the tens of thousands of dollars I had paid to Dan.

So to answer the question that was rumbling in Fred’s mind, and that may be rumbling in yours…

“Sure it was worth 300, but is it worth 1000?”

The answer is, it really depends.

Copy Riddles consists of 20 rounds. Each round covers a key copywriting concept.

If you don’t bother to go through all of the rounds, or if you don’t bother to apply them anywhere where they can possibly make you money, then Copy Riddles won’t be worth $1,000 to you, or any fraction of that.

On the other hand, if you go through each of these 20 rounds earnestly… if you do the daily exercises I give you… and if you apply the lessons in your own business or in your clients’ businesses, there’s no doubt in my mind that it will be worth $1,000 to you, and much, much, much more.

So Robert’s possibly harmful testimonial stays up. In case you’d like to see it in its native environment, or get started with Copy Riddles right now, here’s the link:

https://bejakovic.com/cr

Matrix Denier rejoins my list and is promptly fired

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A couple days ago, I wrote an email in which I used the Matrix as a pop culture illustration. To which I got a reply from a guy who said, yea that’s great and all but “what if your reader hasn’t seen the movie and therefore doesn’t have a clue what the h*ll you’re talking about?”

A reasonable question… but something about the tone of it — it’s amazing how that comes through — made my terrier ears perk up.

I looked up this Matrix Denier to see if I’d had any previous email interactions with him.

And oh boy. Here’s the sorry story:

Two years ago, I ran a launch for my Copy Riddles program.

The Matrix Denier was signed up to my list at the time.

​​He replied on the last day of the launch to tell me that I name-drop famous copywriters a lot… that he wouldn’t be buying my course because my emails aren’t good enough to impress him… and that, rather than create my own offers, I should go back and study the work of people like Andre Chaperon and Ben Settle.

I shrugged, and I used this reply for a new email that I sent out to my list to promote my Copy Riddles course.

The Matrix Denier didn’t like this, and he wrote me in an offended and hurt tone to say so. Which I again turned into an email, and sent it out to my list as part of a sequence of emails about the different types of denial we all engage in.

This was the straw that broke the Denier’s back. He unsubscribed from my list, and as the reason why, he fired this farewell shot:

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“You’re simply too dumb to be helped. I tried twice & you can’t tell the difference between a troll & someone with advice. Good luck. You’ll need it.”

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Like I said, now he’s back on my list. Well, he was, until yesterday, when I unsubscribed him. No sense in wasting perfectly good Matrix analogies on someone who would rather complain than go see a movie I specifically recommended as great marketing fodder.

The point of this being that a couple years have passed.

I’m still writing… my status in the industry has grown… and so has the number of people who recommend me and point new readers to my newsletter.

Meanwhile, I don’t know what the Matrix Denier has gained in those two years. Going by the tone of his replies, and by the fact he even took the time to write me, just so he could complain and say “But what about me?” makes me think he hasn’t gone far from where he was two years ago.

In other words, you might as well get going now.

Time passes unstoppably. It’s a trite observation, but that doesn’t make it any less true.

Whatever it is that you’re doing or want to do, if you start now, and start accumulating a bit of something valuable every day — whether of skills or money or subscribers — then you can be in much better position in a couple of years, while those around you are left standing still.

And on that note, my Copy Riddles was and remains a great program, the best thing I sell. If you’d like to find out more about it or use it to start accumulating your copywriting skills, starting today:

https://bejakovic.com/cr

Hell has no fury like a wizard scorned

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My email yesterday about a needy blackbird drew a bunch of amused replies from people who enjoyed the story.

But it also resulted in an unsubscribe rate of 3x the usual.

That’s okay. In fact, it was kind of the point of the email.

However, among all those quiet unsubscribes, there was one that was more vocal. That more vocal unsubscriber reported my email yesterday as spam.

Spam = unsolicited and unwanted email sent out to an indiscriminate recipient list

That’s not something I do. I make sure my emails are solicited and wanted (the headline of my optin page says “Prepare to decide”). I certainly don’t want to waste my time or effort or email marketing tokens writing to an indiscriminate recipient list.

So I got curious who this spam-reporter was, and how he possibly got on my list.

I put in his email address into Gmail and what popped up was this:

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That’s fucking hilarious… Great Email

Cheers

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… which was a reply he sent me to an email I wrote in the character of Bejako Baggins, about a deliverability wizard who approached me out of the cold, only for me to guide him back to the door.

The fact is, the spam-reporter above was the actual deliverability wizard from that story. He had opted in to my list a few days before that email and had written me a flattering message about my emails, along with concern that they weren’t getting through to him quickly enough.

All that’s to say, in the words of William Congreve, heaven has no rage, nor hell a fury, like a wizard scorned.

Because wizards — and men and elves and hobbits also — get outraged and furious when they don’t get what they want. When they feel ignored or dismissed.

But what to do?

You can’t go through life doing what everybody else wants of you all the time.

That means you will inevitably face some rage and fury, and have to learn to shrug it off. It’s not always about you. Many times, it’s just about people not getting what they want.

Anyways, this being the last day of the year, I will link to that Bejako Baggins email. Multiple people have written me to say it was my most entertaining email of the year.

Starting tomorrow, I’ll work to beat it.

But if you want a quick and fantastical story for New Year’s Eve:

https://bejakovic.com/you-dont-want-to-sell-to-a-hobbit-like-me/

My idea for getting others to pay for my advertising

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Yesterday, as the plane leveled off over the Bavarian Alps, I had a newsletter growth idea.

You might say that’s a waste of pleasant scenery on Christmas Day. But what to do? That’s how ideas seem to work.

They bubble up at the oddest times, when you’re not thinking about subject, triggered by nothing obvious.

Jim Rohn might shrug and say, “mysteries of the mind.”

Anyways, my idea was this:

I have another newsletter besides this one. That other one is in the health space.

The content is good. I know, because my audience says so, and even recommends me to others unbidden. ​​But my list is still small.

I could pay to get more readers onto my other newsletter, and in past I have done so.

But why pay when I might be able to get somebody else to pay?

So my Alps-high idea was to contact a few companies in the space and make them a deal they cannot refuse, or that they certainly can.

The idea is that they pay for my ads. Some modest sum at first, say $1k for one month as a test.

I then run ads on FB promoting my newsletter. And to every new subscriber, I also promote the partner company’s offer on my thank you page, in my welcome sequence, and as the main sponsor of each of my issues.

At the end of the month, we revisit the arrangement.

Did the company make back their $1k? Or is there hope they will do so because they got new customers via my newsletter that will add up to more than $1k in LTV?

If yes, we keep going, increase ad spend, and revisit the agreement one month later.

If no, we call it a failed experiment and that’s that.

That was my idea.

You might say it would never work. All the risk is on the company.

​​True.

I might need something extra — credibility, for example.

To get credibility, I could run an initial campaign with my own money, test out how it does, and have that data when I first pitch this idea to my would-be partner.

Or I might contribute some money myself so they feel I have skin in the game.

Or I might have to offer them a Calas-Powell-Rosenthal-and-Bloch-style guarantee, and say that I will refund their ad spend if the test is not successful.

Whatever. I’ll see. In any case, the bigger point still stands:

You don’t have to go at it alone. As the 21.7 Billion Dollar Man, marketing wizard Jay Abraham, once said:

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In business there is certainly no rule, no law, that says you have to do it alone. You don’t. There are a number of businesses out there that are as motivated if not more so than you are to help grow your business for you. You just never recognized that motivation and asked them, or taken advantage of their willingness to help. And that willingness means they can help finance, they can bring people into your business, all at no cost or risk to you.

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In the training where I heard that, Jay went on to give three concrete examples of his clients who got others to pay for their advertising… or for their operating costs… or even for their sales people.

This Jay Abraham training has been very valuable to me. It sold for something like $297 30 years ago. Today, it would probably sell for $2,997 and maybe much more.

But you can get it for an earth-shattering $12.69, and get hundreds or thousands of dollars in additional valuable ideas. The details are here:

https://overdeliverbook.com/

The folly of “show don’t tell”

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I wrote yesterday about worldbuilding. Well, here’s an anecdote that built a world:

Some time in the 1960s, artist Norman Daly created a tall and narrow sculpture. Daly taught at Cornell University, and so he placed his sculpture, without any fanfare, in a faculty dining room.

Daly expected his tall and narrow sculpture would spark commentary. Provoke emotions. Engage viewers.

But the sculpture didn’t spark any commentary or provoke any emotions. As for engagement, it did prove to be mildly engaging:

Faculty members interpreted it as a hat rack and treated it as such. Hats hung, they didn’t give Daly’s sculpture another look.

It was then that Daly realized he has to create a whole lot of supporting documentation to make sure his art is interpreted as art.

Point being:​​

It’s popular to say, “Show, don’t tell.” But that’s profoundly foolish.

You have to tell ’em, and tell ’em again, and tell ’em still some more. At least if you are after a given outcome — provocation, status, sales — and if you’re not okay with spending time and effort to create something that can then be dismissed as a hat rack.

I said the story above built a world. And I ain’t foolin’.

The story above was one of a few formative experiences that led Daly to create a whole new, made-up, Iron-Age civilization, including physical objects, works of visual art, music, as well as volumes of scholarship, commentary, maps, and even art catalogues for the whole thing.

Daly exhibited all this in art museums. People came, flipped through the art catalogue, nodded at the curious artifacts, and walked away feeling enlightened about a milennia-old civilization that never existed.

If you want to find out more about Daly’s project, you can do so at the link below.

It can interesting on its own merits.

It can prove useful if you are after crafting your own worlds.

And if you read just the section describing the other formative experience that led Daly to do create all this, it might be valuable if you yourself write or create content.

In case you’re interested, here’s the link:

https://theconversation.com/50-years-ago-an-artist-convincingly-exhibited-a-fake-iron-age-civilization-with-invented-maps-music-and-artifacts-189026

A primer on worldbuilding

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Thanks to my space-age “Insight Exposed” system, which allows me to retrieve interesting and valuable information that I came across hundreds or thousands of Earth-days ago, I was reminded that in November 2022 I came across a unique, rare, and precious document.

This document shoulda been titled,

“A Primer On Worldbuilding For Content Creators With Ambitions Of Creating Multi-Billion Idea Franchises”

As it is, this document has no title. It jumps straight into the meat of it.

You can find a way to get at this document below. But first, a word of warning:

This document is written in what is known as “experiential learning” style.

In other words, this document won’t spell out ABC how to build a world of your own.

Rather than telling you, it will show you.

That means you will have to put on a little light Marvin Gaye, and as Marvin builds up in the background, you will have to look at this document and ask yourself, “What’s going on? What is really happening here?”

I did this exercise myself just now.

​​I took about a page-and-a-half of notes from this document on how to build an effective and engaging world.

For example, based on the first sentence of the third paragraph on page 12 of this document, I wrote down to myself:

“Keep the setting utilitarian and unobstructive, except for a few key details to signal novelty.”

I suggest you do the same. That is, if you can see the value in building your own expansive, coherent, and exciting world.

If you want this unique, rare, and precious document, as a first step, you’ll have to get onto my email list. Click here to do so. And when you get my welcome email, reply to it and say, “I want the primer on worldbuilding please.”

The popping of the newsletter bubble

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A couple weeks ago, I signed up to a weekly newsletter that aggregates interesting links and online resources. At the top of the welcome email and in every email since, this newsletter says:

“Want to sponsor the newsletter and reach 9,000+ startup founders, designers, developers and tech enthusiasts? Just reply to this email to get in touch.”

So far, some of my best list growth results have come via classified ads I’ve run in other newsletters. And I like this new newsletter, and the recommendations they send out.

So I wrote to inquire about reaching 9,000+ startup founders, designers, developers and tech enthusiasts. How much?

It turns out the newsletter offers various packages, ranging from $300 per issue (main sponsor at the top) down to $60 (quick shout out at the bottom).

I calculated how much this newsletter is making per issue if each of the ads slots is filled. It comes out to $880 per weekly issue.

In other words, in the ideal scenario, the guy behind this newsletter makes about $3.5k per month, and it’s probably significantly less in reality because not all the ad slots are filled all the time.

Over the past few years, there’s been a lot of excitement, hype, and buzz about newsletter businesses. Thousands of newsletters have started up. Maybe tens of thousands. Inevitably, it’s led to a bubble.

Just as inevitably, most of those newsletters will not persevere long enough to succeed and become self-sustaining businesses.

All of which means today is the best time ever to start a newsletter — if you have a back-end business that a newsletter can promote and support, so you can be in it for the long term.

Not only will a newsletter help you recruit leads for your main business, and convert them, and retain them.

But pretty soon, you will be able to buy other newsletters that are folding. For cheap, you will be able to become the owner of vetted lists of self-selected, engaged readers or even buyers, who have expressed interest in what you offer.

In fact, the great newsletter poppening might already be under way.

I recently started listening to the Newsletter Operator podcast by Matt McGarry and Ryan Carr. Over the last few episodes, I’ve heard stories of such newsletter acquisitions, ranging from newsletters of a few hundred to a few thousand subscribers or more.

Of course, in order for the acquisition of a competitor newsletter to make any sense for you, you must have your own newsletter already set up and humming.

You must have somewhere to send those new subscribers, and you must be able to confidently tell them, “Of course, you can unsubscribe if you like. But if you liked [insert name of stupid and dull competitor newsletter], you will love [insert the name of your amazing and fun newsletter].”

All of which leads me, with the force of irrefutable logic, to my ongoing offer, the done-for-you newsletter service.

I’ve been talking about this done-for-you offer for the past few days. I will talk about it tomorrow still, and then I will shut up, at least on this particular topic.

If this offer is something that interests you, you can find more info below:

https://bejakovic.com/announcing-done-for-you-newsletter-service/

Announcing: Done-for-you newsletter service

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Really, I already announced my done-for-you-newsletter service yesterday, at the bottom of my last email.

But nothing is truly announced until you write an email with a subject line that starts with “Announcing.”

So here goes:

The background is I’ve been writing a newsletter in the health space for the past year.

​​In that space, I’ve seen lots of both new and established companies, which either don’t have a newsletter or have a terrible one, for various reasons ranging from unreadable layouts to offensively infrequent sending to tear-inducing dullness.

I thought, with my email marketing and copywriting and newsletter-creating experience, I could go and help these companies.

I could come up with a new concept for a newsletter for them, and give them ideas for ongoing content that would be interesting to their readers and valuable to the company.

But “concept” and “content ideas” are not easy to sell, at least in my experience.

So I thought I could offer the entire package.

Problem:
​​
I don’t want to write another ongoing newsletter, particularly if it’s not for myself.

Solution:

I do have this first newsletter, the one you are reading now, with hundreds or maybe thousands of writers who might be interested in a job.

I figured I could hire one or a dozen such writers from my list, coach them, monitor them, crack the whip on occasion, and guide them to make sure they provide quality work, so that everybody’s ultimately happy — the company, the writers, me.

That’s still pretty much the plan.

But I decided, as an experiment, to offer this done-for-you newsletter service to my marketing list first.

Here’s what to know:

1. This service is meant for you if you have a business already but no newsletter or, let’s be honest, a terrible newsletter.

​​This is for you if you have customers and an offer that’s selling, whether a product or a service.

​​Like I wrote yesterday, a newsletter can be an easy, profitable, prestige-building way to get more people into your world, to get more of them to buy what you sell, and to keep them around until you sell the next thing. And with my done-for-you newsletter service, you don’t have to do anything, except pay me to get it all done for you. ​​

2. This is not for you if you have nothing to sell. There’s nothing wrong with starting a newsletter if you have nothing to sell. But that’s just not the kind of client I’m looking for for this done-for-you service.

3. This is also not for you if you already have a newsletter, and you want my help growing your newsletter. My take is that, if you think you have a newsletter growth problem, what you really have is a monetization problem.

As you might be able to tell from my tone above, I’m not desperate to find clients for this service. I have enough money and other plans and opportunities. I even debated for a good while about offering this at all.

At the same time, it would be great to find a business I could genuinely help.

​​I like this newsletter game, and I find I’m good at it.

​​It would be great to have the experience of starting new newsletters and helping them succeed, without having to 1) create the offers to make the newsletters pay off and 2) do the writing myself. That experience was the reason I did decided to offer this in the end.

If you are interested in this done-for-you newsletter service, and if you fall into group #1 above, then write me and we can start a conversation.

I’ll talk about this offer over the next few days and then I’ll shut up about it.

​​If the offer turns out to be successful and the delivery enjoyable, I’ll take it to that health niche I was originally planning on targeting.

​​And if it’s not enjoyable or not successful, then I’ll lock it up in the cellar, along with my Most Valuable Postcard (locked up since 2022, next up for parole in 2038) and my “Win Your First Copywriting Job Workshop” (locked up in 2021, life sentence, not eligible for parole).

For now, this done-for-you newsletter offer still stands. If it’s got you excited, write me, and we can talk.

Edward Bernays, Dana White, and possibly you

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The UFC is one of the two sports promotions I follow. And so I know that earlier this week, UFC president Dana White teased potential fights that will happen next April at UFC 300, a milestone number for the monthly MMA event.

White says that UFC 300 will make fight fans “lose their minds” because of the caliber of the fights he will organize.

That’s the kind of problem the UFC faces these days: coming up with bigger and more exciting fights, and figuring out where to bury all the cash that these fights produce.

Today, the UFC is by far the dominant player in the sport of MMA.

​​The company is worth an estimated $12 billion.

But back in 2005, the UFC, already a decade old at the time, looked like it might have to fold.

They’d had a few successful fights that did well on pay-per-view. And yet, financially, the UFC was not successful or sustainable as a business. It looked like the company would go bankrupt if it had just one or two more lackluster events.

So how did we get from near-bankrupcy at UFC 50… to a $12 billion valuation at UFC 300?

I’ll tell ya. But before I give you the answer, it’s worth thinking about what you yourself — as a marketer, or a business owner — might do in the situation that the UFC was in back in 2005.

Would you run ads on TV hyping up upcoming PPV fights?

Would you send direct mail to subscribers of martial arts magazines, and try to sell recordings of your previous events?

Would you hire celebrities to come sit cageside to build up public interest?

None of those were what saved the UFC from ruin.

Instead, the owners of the UFC did something clever.

They didn’t try to sell their core product at all. Instead, they created a second product, and they promoted and sold that.

Specifically, they created a reality TV show, called The Ultimate Fighter. It showed a bunch of guys, living together in a house, training and bickering and competing with each other for the right to get a six-figure contract for the regular UFC promotion.

The show was a huge success. It drew lots of viewers. It became profitable in itself. It converted many of those new viewers into PPV customers.

The Ultimate Fighter saved the UFC. And then next year, with the next season, The Ultimate Fighter did it all over again.

Now, you are probably nowhere close to bankruptcy. But the point still stands:

You can tap into a popular format or medium. You can use that popular format or medium create a new offer that’s easy to promote… easy to sell… keeps people in the loop… builds your standing and reach… warms prospects up to your main business… and keeps them engaged even after they buy your core offer.

It’s a proven playbook to get traffic, conversion, and retention all in one.

Edward Bernays did it a hundred years ago.

Dana White did it 20 years ago.

You can do it today.

Now, if you’ve been reading these emails for a while, then you can probably guess the popular format or medium I would recommend for all of the above:

An email newsletter.

Odds are, if you’re reading my emails, and if you have a successful business, then you already have your own email newsletter.

But if you don’t, and you would like to, then hit reply. Because as of today, I’m offering a done-for-you newsletter service.

I will have more to say about it in my email tomorrow. But if you want to talk about it now, then hit reply, tell me who you are and what your business is, and we can take it from there.

Valuable positioning idea inside

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For the past year, I have been writing a second newsletter, one about health. About ten days ago, on a whim, I changed the name of it.

I’m still not publicly sharing either the old or the new name of my health newsletter, because the CIA asked me not to.

But I want to tell you something curious that’s happened following the name change.

So let’s pretend my old newsletter was named Morning Brew, which it was not. But Morning Brew is a big and popular email newsletter that covers the day’s business news, so you might know it.

My health newsletter’s old name was something like Morning Brew. Cute, possibly clever, with a brandable tinge to it.

But ten days ago, I decided to kill the cuteness, cut the possible cleverness, and go for clarity instead of branding.

As a result, my health newsletter is now called something like, Daily Business Newsletter. Again, that’s not the actual name, but it should give you an idea.

Now here’s the curious thing that happened:

As soon as I made that switch, I started getting organic traffic from Google. Finally — the first organic traffic I got after about 11 months of regular posting of content to my website.

And apparently, it’s high-quality traffic, because these Google-sent visitors are opting in to the newsletter at a clip of about 10-15 per day, double-opting in, and will hopefully be reading and buying in the future.

To be fair, this might be absolute coincidence.

Or, if it’s not coincidence, it might be something that’s not repeatable for anyone else, or even for me.

Or, maybe there’s something there. Maybe it’s an illustration of a valuable positioning idea I read once:

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For many people or products today, one roadway to success is to look at what your competitors are doing and then subtract the poetry or creativity which has become a barrier to getting the message into the mind. With a purified and simplified message, you can then penetrate the prospect’s mind.

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That idea comes from of the best marketing books I’ve ever read. It’s one of the best as long as you read it carefully and slowly, rather than skimming through it to “get the gist.”

And no, it’s not the same book I recommended yesterday, and it’s not written by Dan Kennedy.

If you think you know what this book is, or you want to know, you can find it revealed at the other end of this link:

https://bejakovic.com/lost