Spectacles

The ONE thing to know about storytelling

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The ONE thing to know about storytelling is that, like cooking, plumbing, and robbing a bank, storytelling is really a collection of skills and strategies rather than a single unifying rule to follow.

I know you probably don’t want to hear that. But look at this:

– How do I know when I’m using too much detail?

– ​How do you know where to stop?

– ​How to add twists to a story?

– ​Making up stories… When might you want to do this?

A few days ago, I asked readers what questions they have about storytelling. Above are a few of the replies I got.

All fair questions. All require separate answers. Any answer that could possibly answer all of them, such as tension! or surprise! or delight!, is so vague as to be useless.

But wait, there’s more.

The real thing I want to share with you in this email is not the discouraging message above.

Rather, I wanna tell you something interesting I read yesterday in a book about magic and showmanship. The author of that book says the best performers, magicians, and showmen practice something he calls conservation.

Conservation: the ability to do more and the will to refrain.

From the book: “If we try to give any routine more importance than it will bear, we destroy the illusion and may reveal the secret.” Hence, conservation. The willingness to hold back the full might of your armory of magic tricks.

Same goes for storytelling.

There are lots of tricks if you really break down what the best storytellers do.

But in order to tell an interesting and effective story, you definitely do not need all of these tricks. In fact, one or two tweaks to what you might normally do are all it takes to turn a bland story into something memorable and exciting.

And on the other hand, making use of more than just one or two tricks per story is likely to destroy the illusion and may reveal the secret.

What secret?

Well, for that (drumroll) I invite you to join me for the free presentation on storytelling that Kieran Drew and I will host on Monday, specifically at 4pm CET/10am EST/7am PST (yes, I know).

This presentation is a bonus for those who get Simple Money Emails before the presentation goes live. After that, no free bonus.

If you already have Simple Money Emails, you should have gotten an email from either Kieran or me with the Zoom link to join Monday’s presentation.

And if you don’t yet have Simple Money Emails, you can get it at the link below. ​​I could try for some callback humor right now to wrap up this email, but instead I will conserve and refrain. Here’s the link:

https://bejakovic.com/sme

Announcing: The winner of the “Send me your feedback on my Simple Money Emails course” contest

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Two weeks back, I announced the winner of the “Influence my Simple Money Emails course” contest, only 3 months behind schedule.

Well, today I have another contest winner to announce, this time for the “Send me your feedback on my Simple Money Emails course” contest.

I told everyone who had gotten Simple Money Emails to send me their feedback, their praise, their blame, their outrage.

The most useful bit of feedback, determined by a select three-part panel composed of myself, plus a Shire hobbit named Bejako Baggins, and top-secret agent Bond Jebakovic, would win a ticket to my upcoming Authority Emails training, valued somewhere north of $500.

I ran that contest a little over a month ago.

Today I would like to announce the winner (fanfares please):

Career coach Tom Grundy. (Tom, if you’re listening, come by the DJ booth to pick up your prize.)

Tom wrote me with the following bit of feedback on Simple Money Emails, specifically about a tiny section at the bottom of page 2:

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I really enjoyed SME. A few parts which were refreshers, a few which were a new take on stuff I’d already come across, and some stuff which was brand new to me.

I actually found the most useful part of the course to be the small section at the bottom of page 2. The eight bullet points to me were gold. I came into copywriting through a Stefan Georgi course, so I learnt his RMBC method and only then came onto daily emails, which I found to be much more my thing. I always struggled to see how daily emails “fit” with other copywriting models (RMBC, PAS, AIDA etc) and this section has made it super clear for me. Now when I sent my daily emails I use this list, and make sure I’m ticking off at least one in each email (and ticking them all off over time).

So if you had pages which delved into each of these 8 bullets in more detail (just like you have already for the openers and closers) I’d also find this super valuable.

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The reason it’s taken me this long to announce Tom’s the winner was because it’s taken me this long to take his advice and expand this section of the course a bit with some illustrations.

I’ve done that now.

So if you have Simple Money Emails already, you will the find the updates automagically present inside your course area.

And if don’t have Simple Money Emails yet, you can get it at the page below, and start benefiting from it in under an hour from now:

https://bejakovic.com/sme

How Edward Bernays manipulated me, and how he might do it again

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I once wrote an email with the subject line, “How I manipulated you, and how I might do it again.”

​​That email was all about the strategic use of inflammatory words — like “manipulated” — to get people reading stuff they might not read otherwise.

Well, Edward Bernays manipulated me, and I guess he manipulated millions of other people, too.

Right now, I’m reading Bernays’s book Propaganda. It’s been in print for the past 100 years, and it’s still discussed today, though I suspect few people who discuss it have ever read it.

Why do people know and discuss Propaganda? Because of that title. Propaganda. It’s like manipulated. On the one hand repulsive, on the other hand fascinating.

Imagine that Bernays had titled his book Public Relations — which is really what his book is about. Would we be talking about it today, much less reading it?

The answer is no. The proof is that Bernays did in fact write a book called Public Relations. Result?

Propaganda: 2,700+ reviews on Amazon
Public Relations: 74 reviews on Amazon — and I bet most of those only came via Bernays’s Propaganda fame

All that’s to say, hooks matter. And unless you hook someone right away, then all the other thousands of words you might have written won’t matter much.

But you knew that. It’s the oldest bit of advice traded around the copywriting bonfire.

What you might not know is how to write a great hook. How to make it sensational and inflammatory — propaganda for the rest of what you have to say.

About that. As Daniel Throssell wrote recently:

​The skill of coming up with a great hook, and the skill of making it sensational, are almost exactly the same as a tiny, mechanical, supposedly “niche” copywriting skill you probably do not yet possess.

​​But it’s a skill you can find out more about, and even acquire quickly, via the following page:

https://bejakovic.com/cr

An evergreen way to create a spectacle

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At 10 minutes before 12 noon today, I hurried down my street and turned to the Rambla del Poblenou.

It’s Sunday today, and people were out and about, strolling down the sycamore-lined street.

​​As I neared the main intersection in front of the Aliança de Poblenou building, which is the very heart of the neighborhood, the strolling crowds grew more dense and then jammed to a stop.

I stood around for a couple minutes, waiting expectantly.

Then at noon exactly, I saw a group of about two dozen men get in a circle, facing the center of the intersection. ​​All were wearing the same uniform — blue shirts, white pants, black sashes tied tightly around their waists, yellow and red bandanas around their wrists.

The men formed two rows. The ones in the outer row were pushing the ones in the inner row towards the center of the circle. The ones in the inner row were holding up their hands into a kind of team salute.

And them, four other men started climbing up — first up the backs of the outer row men, then over the inner row men.

The new climbers scrambled onto the shoulders of the inner row and then stood up, their arms on each other’s shoulders for balance.

Meanwhile, one more set of four was already clambering up the backs of the people on the first storey… up onto the shoulders of the men in the second storey… and then standing up to form a third storey.

This repeated until the team had formed a human tower, six storeys high, with men at the bottom, young women occupying the middle storeys, and kids wearing helmets at the top.

It’s a Catalan tradition, the castell. Since this weekend is the Festa Major de Poblenou, the yearly celebration of the neighborhood, it was a good time to perform the castell.

Today’s performance reminded me of two things:

First, I thought of Harry Houdini, dangling upside down from the building of the town’s main newspaper at 12 noon and writhing to escape a straightjacket… and second, I thought of Claude Hopkins, dreaming up the world’s biggest cake on the fifth floor of a newly opened department store in Chicago.

In a word:

I thought of spectacle, which happens to be one of the more valuable marketing skills you can have.

So how do you create spectacle?

Some of it is operational. Again, today’s castell happened on Sunday at 12 noon, on a central intersection, and was well advertised. A spectacle is no spectacle unless there are people around to see it.

But once you take care of the operational stuff, you still have the “content” of the spectacle.

How do you do that? How do you create something spectacular in content?

​​I will only point out the obvious from today:

Imagine two storeys of human beings… maybe three.

​​Ho-hum.

But six? And kids up top, 30 feet in the air, looking mildly terrified as the whole thing sways and shivers under the human tonnage?

If you think about that a bit, you will be able to extract a reliable, evergreen way to create the intrigue necessary for the content of a spectacle, which will work even if you’re not Catalan and don’t have a team of castellers to form a human tower.

But on to my offer:

If you want me to spell out this way to create intrigue, you can find it inside Round 3 of my Copy Riddles program. And you can find many more such ways.

Because Rounds 3-6 of Copy Riddles are actually all about creating intrigue.

It takes that many rounds, because this is a big part of what marketing and copywriting is. Most things are not spectacular on their own. It’s the marketer’s or copywriter’s job to take mundane elements, combine them in predictable ways, and create something sexy and new and intriguing.

If you go through Copy Riddles, you will start to exercise your own spectacle-conjuring faculties.

​​Plus, you will see how some of the best copywriters in the world dun it, and learn a thing or six from them.

​​For more info on Copy Riddles:

https://bejakovic.com/cr

Bud Light boycott keeps getting worse, but I can fix it

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Bud Light is in a tailspin. You may have heard the news.

On April 1, transgender TikTok star Dylan Mulvaney announced that Bud Light had sent her personalized cans to celebrate her one-year anniversary living as a trans woman.

A boycott of Bud Light started as a result. In the weeks and months since, sales of Bud Light have plummeted close to 30%. The stock price of Anheuser-Busch is down by almost 20% compared to April 1. This fiasco has erased over $22 billion worth of market value.

Brand boycotts normally blow over in a couple weeks. The Bud Light boycott is getting stronger after 3 months. Sales of Bud Light are trending lower and lower each week. Data out In June showed Mexican lager Modelo replacing Bud Light as America’s best-selling beer.

Anheuser-Busch CEO Brendan Whitworth issued a peacemaking statement, saying the company never meant to be “part of a discussion that divides people.”

​​Bud Light continues to sponsor Major League Baseball and has a new summer campaign, “easy to drink and easy to enjoy.”

None of this is making an impact.

At this point, I’d like to step in. ​​Anheuser-Busch is an American institution, as is Bud Light. Also, some 18,000 people’s jobs are directly on the line.

At the same time, it’s clear that this is not an issue of beer or jobs only, but really about values and identity.

Where Brendan Whitworth and the billion-dollar marketing agencies that Anheuser-Busch employs have failed, I will succeed.

Using the almost mystical influence powers I have gained through repeated use of my Most Valuable Email Trick trick, I will realign Bud Light’s public positioning so it once again fits its core market’s values and identity. At the same time, I will do so in a way that leaves the progressive community impressed and content.

If I were to start now, I could have Bud Light back on top, ahead of Modelo, getting more Americans slightly buzzed without feeling bloated, well before Labor Day. All Anheuser-Busch has to do is get Whitworth to write me and ask. My email address is publicly available.

In other news, I have a disappearing bonus for you for today.

This morning I came across an incredible resources, filled with insightful and proven marketing and positioning advice.

It comes from a man I’ve actually written about once in this newsletter, but who has influenced my thinking about marketing and human psychology more deeply than I may let on — maybe more deeply than anybody else over the past few years.

Among a dozen or more great ideas in that resource I found today, one stood out to me.

So here are the details of my disappearing bonus offer:

1. Get a copy of my Most Valuable Email training at https://bejakovic.com/mve

2. Then reply to this email and say you want the disappearing bonus offer.

3. I will write you back and tell you 1) That resource I found this morning, and where you can get it for free 2) the particular idea that struck me, and how you can apply it in your own marketing and 3) why the man behind this resource has been so influential to me personally.

4. This disappearing bonus offer is good until tomorrow, Tuesday July 11, at 8:31pm CET.

5. And of course, if you’ve bought MVE already, this is open to you as well. Write in and ask away, and I will tell you. But the same deadline applies.

Sexy firefighters running around for nobody’s entertainment

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It’s 8:45am as I start writing this email. Right now, off my balcony, I can see a tremendous show.

I live next door to a fire station, and the firemen are doing a public demonstration on the street in front of the station.

​​They are dressed up in their sexiest firefighting suits and they are running around two smashed up cars, one of which is burned to a crisp. The cars were placed there earlier in the morning, inside of a fenced-in area, so the firemen could show how they cut a car open and rescue somebody inside.

Like I say, it’s a tremendous show. Spectacular. My 6-year-old self would have given up a year of eating KitKats in order to see it.

And yet, as I watch this show off my balcony, there’s a total audience of about a dozen adults gathered on the street.

I mean, it’s 8:45am. People are either at home or on their way to work or stuck in the prison of school. Besides, it’s not a busy street. And as far as I know, this demonstration was not advertised anywhere — again, I live right next door.

You’ve probably heard the words of the godfather of modern advertising, Claude Hopkins. Hopkins said, “No argument in the world can ever compare with one dramatic demonstration.”

True, but:

The most famous example of a dramatic demonstration was Elisha Otis. Otis changed the landscape of American cities when he demonstrated his crash-proof elevator — to the masses milling about the New York Crystal Palace Exposition, which attracted 1.1 million visitors.

When Claude Hopkins himself created the world’s largest cake to promote Cotosuet, a kind of early margarine, he made a deal with a giant new department store which had just opened in Chicago.

​​The cake would go smack dab in the middle of the grocery department on the fifth floor. ​​Hopkins then ran big ads in all the Chicago newspapers to advertise the fact.

​​Over the course of a week, 105,000 people climbed the four flights of stairs to see that cake.

And when master showman Harry Houdini did his straitjacket escapes, while hanging upside 150 feet in the air, with only his feet tied to a pulley on the roof of some building, he made sure to hang off the building of the town’s main newspaper, guaranteeing a front page story the day before his show. Houdini did all these public escapes at exactly 12 noon, when lunchtime crowds could assemble.

Point being, as Gary Halbert might put it:

Advertise your advertising.

But maybe you say, “Yeah yeah but how? How exactly do I advertise my advertising?”

I gave you three examples right above. If that ain’t enough, here’s a fourth:

The waiting list for my future group coaching program on email copywriting. The waiting list serves as a waiting list, for sure. But it also serves as advertising for the actual advertising I will do when I do make that group coaching available. Very meta.

If you are interested in writing emails that people actually like reading and that they actually buy from, then you might be a good fit for my future group coaching. Or you might not. ​​In case you’d like to find out more about it, the first step is to get on my daily email list. Click here to do that.

Fully patented Most Valuable Email

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I’d like to announce I have just drafted and am about to submit US patent application 16/573921.

​​My patent application only states the proven and the incontestable, which is that my Most Valuable trick fulfills the three main criteria for a patentable invention. Namely, my Most Valuable Email trick is:

Patent Criterion #1: Novel

​​While the underlying persuasion idea I write about in Most Valuable Email is as old as magic, my use of this idea in daily emails is novel. As copywriter Van Chow wrote after going through Most Valuable Email:

“I love this course, I bet some money to see if it still talks about boring stuff like AIDA or PAS. But I was surprised, I had never heard of this concept before.”

Patent Criterion #2: Non-obvious

​​I have used the Most Valuable Email trick hundreds of times in my newsletter and yet it continues to surprise. For example, copywriter Cindy Suzuki wrote after learning the Most Valuable Email trick:

“You know that moment people get epiphanies and the entire world looks different? I’m feeling that way about your writing now. You’ve helped me unlock something I didn’t know existed. So incredible.”

Patent Criterion #3: Has a concrete, practical application

​​The Most Valuable Email trick produces interesting emails, but it also produces more concrete, practical results, such as money. In the experience of copywriter Ivan Orange, who went through Most Valuable Email:

“I want to take the opportunity to tell you that the day after I read MVE, I sent my list a first [MVE trick] email, using an idea from one of your swipe file emails. That day I sold one of my courses, which made me make 5 times more the investment in MVE, so I’m looking forward to keep improving in this technique and make many more sales.”

As soon as my $900 application fee is accepted and my patent application is approved, I plan to vigorously prosecute any and all copywriters, marketers, or small business owners infringing on my Most Valuable Email patent and writing Most Valuable Emails without a license.

​​Fortunately, I will have the full force of U.S. government and their thousands of patent lawyers on my side in that fight.

Of course, my goal is not to stop the spread of the Most Valuable Email trick. Most Valuable Email is most valuable for a reason, and it’s not only most valuable for me.

​​At the same time, I do want to control the spread of this powerful and novel idea, and I want to be rewarded properly for this invention. That’s the reason for my imminent patent application.
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​​Anybody can buy a license to learn to safely and legally use the Most Valuable Email trick, and the license fee is very reasonable, $100.

If you would like to buy a Most Valuable Email license, you can do so at the page below.

​​I also have a special offer, good for 24 hours only. Buy a Most Valuable Email license and also reply to this email, and I will tell you how this email relates to the Most Valuable Email trick, beyond just promoting my Most Valuable Email course.

You have until Tue, Apr 11, 2:31 EST to do so.

​​If you’ve bought a Most Valuable Email license already, of course this offer applies to you as well. But you do have to write me and ask, and before the deadline.

To get your own Most Valuable Email license:

https://bejakovic.com/mve

How to increase your average open rate by 1.95%

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My average daily open rate for the last week of February was 33.89%. My average daily open rate for the last week of March was 35.84%. That’s a staggering increase of 1.95%.

Well, it’s not really staggering. It’s not really anything.

Open rates don’t tell you much, and what they do tell you is often bad. I’ve written before how for one large list I was mailing with daily offers, I found a mild inverse relationship between open rates and sales — on average, each extra 1% of opens cost us $100 in sales.

But my sales are up as well. Like I wrote a few days ago, this past March was a record month for me. I made plenty of sales in that last week of March, many more than in the last week of February. I won’t say how much more, but it’s enough to go to Disneyland with.

What gives?

I can tell you my impressions. The jump in both open rates and sales very clearly came after March 6, when I ran an ad in Daniel Throssell’s newsletter. But — about that.

The staggering increase in open rates might be due to new subscribers who came via that ad. I don’t know, and ActiveCampaign gives me no easy way to figure it out.

But I do know that the bulk of new sales I saw in the whole of March compared to the whole of February did not come from new subscribers who came via the ad. The bulk came from my existing subscribers.

Many of those sales came from people buying new offers I had made in March, such as Insight Exposed and Copy Zone. That’s normal.

But one thing that struck me is how many existing subscribers, some of whom have been on my list for months or even years, decided this March to buy offers like Copy Riddles and Most Valuable Email, which I have offered dozens of times before. These readers successfully resisted all my previous pitches, but they found themselves curious and willing to buy now.

It wasn’t just one such person. It was lots. I asked myself what made the difference.

My best answer is this:

There’s a lot that goes into the success of email marketing beyond the actual email funnel and copy. At least if you’re doing something like I’m doing, which is a long-running, personal, relationship-based email newsletter.

I’ll leave you with that for today. And I’ll just remind you of my coaching program for email marketing and copywriting.

I have to include the email copywriting in the coaching program, because it’s what almost everybody wants to learn and believes is most important.

But in my experience, email copy is rarely the thing that really makes the biggest impact in the results of your emails. By results I mean sales, as well as soft stuff like retention, engagement, and influence.

Anyways, if you are interested in my coaching program, you’ll also be interested to know this program is only open to two kinds of people:

1. Business owners who have an email list and want to use email to both build a relationship with their customers and to sell their products

2. Copywriters who manage a client’s email list, and who have a profit-share agreement for that work

If you fit into one of the two categories above and you’re interested in my coaching program, write me an email and say so. Also tell me who you are and what your current situation is, including which category above you fit into. We can then talk in more detail, and see if my coaching program might be a fit for you.

I’ll start off this email by projecting out some praise and admiration I’ve gotten in the past

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Right about a year ago, I sent out an email with the subject line, “Send me your praise and admiration.” Best thing I ever did.

​​Here are a few of the lavishly praising and admiring responses I got to that email. First, from David Patrick, senior copywriter at Launch Potato:

“If John is behind anything, then I’m sure it’s going to be good. In fact, he may very well be the best thing to happen to America… at least when it comes to persuasion and influence! No, really!”

Second, from “The Eco-Copywriter,” Thomas Crouse, who went absolutely nuts and over the top in his flattery of me and the work I do:

“My inbox is bombarded with emails every day. But when I see one from John, I stop and read it.”

And finally, here’s one from Liza Schermann, the lead copywriter at Scandinavian Biolabs:

“John Bejakovic and persuasion. You can’t beat that. He made me like cats. Even though I used to hate them and they used to hate me. So he’s a great person to find out about a new product that’s about persuading stubborn prospects. Or cats.”

The reason I’m sharing such lavish praise and admiration with you is because I’m still reading a magic book I mentioned two weeks ago.

​​The book is called “Leading With Your Head: Psychological and Directional Keys to the Amplification of the Magic Effect.” It’s basically a guidebook for stage magicians about how to organize their tricks and their shows to maximize the magic, the fun, the show for the audience.

Here’s a relevant bit from Leading With Your Head:

“If we don’t draw attention to the magical occurrences, the effects may be weakened, or lost. The answer lies in analyzing your performance pieces to know when you need to direct attention to the magic. All other times you should be projecting out and relating to your audience, so they remember you.”

I hope that with all the projecting out and relating I’ve done so far, you will remember me tomorrow. Because now the time has come for me to draw your attention, and in fact direct it, to a bit of sales magic. Specifically, to my Most Valuable Postcard #2, which I am offering for the first and only time ever at a 50% launch discount, until 12 midnight PST tonight.

I started this launch two days ago with a message I got from copywriter Kay Hng Quek.

​​Kay went ahead and bought MVP #2 and wrote me about it yesterday. His message is below. Please read it carefully, particularly the parts about how MVP #2 “blew his mind” and how MVP #1 and MVP #2 are “probably the best $100” he has ever spent on marketing training:

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Read it immediately, and how you tied everything together at the end just blew my mind. Obviously this demands a second or third read. Obviously I will learn so much more from that.

Ngl, I would have loved MVP #3, but I’m grateful I got to read at least MVP #1 and #2. Probably the best $100 I’ve ever spent on marketing training…

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Again, the deadline to get Most Valuable Postcard #2 for 50% off the regular price is tonight at 12 midnight PST. But the only way to get this offer is to be on my email list before the deadline strikes. If you’d like to that, click here and fill out the form that appears.

66 1/2 minutes of getting your money’s worth

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At the start of the evening, the mustached gentlemen at the Boston Athletic Association held on to their top hats and leaned forward in their seats, their eyes wide open, all of them focused on the same point at the front of the room.

It’s not every day that you see a living man voluntarily handcuffed, wrapped in chains, placed inside a coffin, and then sealed inside like a corpse.

It was novel and dramatic.

But after a few minutes of intense staring at the unmoving coffin, the audience’s attention started to drift. The members of the athletic club began lighting up fine cigars, talking about sports, the news, and business, chuckling and chattering and catching up.

And then, 66 1/2 minutes after the show started, the coffin crashed open.

The living corpse inside sat up and then stood up, panting, sweat running down his temples, his hair in a mess, his frock coat rumpled. He held the handcuffs in one hand and the chains in the other — he was free.

The gentlemen in the audience broke into applause and cheers. Harry Houdini had done it again. Another amazing and improbable escape.

So far, so familiar. But here’s what gets me:

66 1/2 minutes of sitting and watching a coffin. Many of Houdini’s sold-out shows were like this. They were long — often many hours’ long — and for much of it there was nothing to see, because Houdini performed his handcuff and manacle and chain escapes in a closed cabinet or behind a curtain or inside a coffin.

66 1/2 minutes of nothing happening on stage. What was going on with the audience during all that time?

Was it just a pre-TikTok era, and were audiences happy to sit and zone out for an hour or three, like a cat staring at a blank wall?

Or did people just enjoy being close to danger and death, and was that palpable even if it couldn’t be seen?

I’m sure there was a bit of both to it.

But what gets me in the above story is how the gentlemen of the athletic club started lighting up cigars and having friendly chats about sports, business, and the news.

Maybe that was really what they had come for.

Maybe Houdini’s spectacular escape was really just an occasion to mark out the rest of the audience’s lives. Maybe it was just an excuse to get out of the house, to do what they like to do anyhow — which is to chat and chuckle and gossip — but to do it in a slightly novel and exciting setting.

There’s a good chance you aren’t sold on this point yet. That’s okay. I have more to say about it to try and persuade you. And if you do get persuaded, I have some novel and exciting advice for how to apply this to copywriting and marketing, even today, in the TikTok era, without engaging in daring feats that risk danger and death.

But more about that in a couple days’ time.

For today, I just have a very simple offer for you. It’s my little Kindle book, 10 Commandments of A-List Copywriters.

​​I used to refer to this as my “10 Commandments book.” I’ll have to stop that since I’m working on a second 10 Commandments book, and I have to distinguish between the two.

Anyways, Commandment III from ties into what I’ll talk about in two days’ time. It’s also the easiest commandment of the lot in my book.

​​This Commandment III takes just 5 minutes to follow, but it can suck your reader all the way to the sale, without him realizing what happened. It was first unearthed during an exclusive, closed-door seminar, which cost almost $7,700 in today’s money.​​

In case you’re curious, the secret behind this and all the other A-list commandments in my book are behind the locked door below. The ticket to unlock the door is but $4.99. If you feel you’re ready, step right behind this curtain:

https://bejakovic.com/10commandments