Demonstration

He auctioned his CAT?!?!

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Yesterday in my Daily Email House community, I announced the winner of the prestigious “Inaugural Pool Party Funniest Comment” award.

The lucky winner was audio-engineer-turned-newsletter-operator Filip Stilin. Filip’s winning comment was:

“Subject line: He auctioned his CAT?!?!”

(In case you’re wondering why Filip’s comment was possibly funny, I could explain it, but would that make it funny now? I suspect no. Such is the nature of humor. You had to be there.)

Filip’s prize for writing this funniest comment are A) a physical copy of my favorite comedy book, which has influenced my writing as much as any copywriting or marketing book I’ve ever read, and B) the pleasure of seeing his comment turned into an actual subject line in my email today.

Now here’s the point, and why you might feel this email is anything beyond an inside joke run amok:

The whole idea for this “funniest comment” contest came up as a suggestion during the auction I ran last week, by one of the auction participants.

It was a suggestion I immediately adopted.

That’s because the biggest thing I’ve learned over the past year of running a community is to stop trying to do everything myself… to start asking for feedback and guidance and input… to let people participate and shape the direction of the group… instead of hitting them over the head repeatedly with content and “value” and then wondering why nobody’s engaging.

It’s kinda opposite of how I run this newsletter, which is guided exclusively and jealously by my own standards and tastes and preferences.

That’s not to say I can never adopt others’ suggestions in these emails. In fact that’s what I’m doing today with Filip’s subject line.

But that’s all done in line with the core concept of this newsletter, which I’ve realized is about performing real magic, about turning ideas into reality, about casting spells that make living, breathing rabbits appear.

That might sound grandiose, and maybe it is. In any case it’s true.

For example, the spell for today was “Apply a suggestion coming from the audience.”

Tomorrow’s spell might be something else.

This spell-based approach has been profoundly valuable to me in running this newsletter, and has made this newsletter 1000x more fun and educational and ultimately profitable than it would have been otherwise.

If you you wanna find out more about this “real magic” way of running a newsletter, and of the power of turning ideas into reality, I have created a course all abut it. It describes my approach in detail, gives lots of examples, and maybe encourages you to apply the same in your own world. For more info:

https://bejakovic.com/mve/

What to do when people won’t buy money at a discount

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Last year, I read a book called Ice To The Eskimos by sports marketer Jon Spoelstra. I highly recommend it, because of stories like this one:

Back in the 1990s, Spoelstra gave a talk to a bunch of basketball team owners in Spain.

Says Spoelstra, at that time, pro sports teams outside the US lacked one big thing the Americans had: marketing. The owners of such non-US teams thought that if fans wanted to come, they would come. If the fans didn’t wanna come, they wouldn’t.

Spoelstra knew better. And to make his point, he ran a little stunt during that talk to the Spanish basketball team owners.

He took out a hundred peseta bill. “Who here will give me a 10 peseta coin for this 100 peseta bill?”

The team owners murmured and looked around the room. Maybe the translator had fumbled something? Or the American was crazy?

Spoelstra repeated his offer. “Who will give me a 10 peseta coin for this 100 peseta bill?”

More murmuring. Finally one of the team owners pulled out a coin and held it up. Spolestra jumped on the coin, and gave the team owner the bill in exchange.

“Do you have another 10 peseta coin?” Spoelstra asked.

The team owner shrugged and pulled one out. Spoelstra gave him another 100 peseta bill.

They repeated the deal a few more times.

“When will you stop giving me 10 peseta coins for 100 peseta bills?” Spoelstra asked the team owner.

The team owner smirked. “Only when you run out of 100 peseta bills.”

That was Spoelstra’s point about marketing. You hire a ticket salesperson… he makes you 100 pesetas… and only keeps 10 for himself. It’s a good deal, and one you should keep making as long as you can.

“Fine fine,” I hear you saying. “Thanks for the bland insight. Do you have anything more, or are we done here?”

I do have one more thing to share with you. One year later, the organization that had hired Spoelstra to give that presentation sent him a report about the attendance figures for each team.

The team owners who still refused to hire a ticket salesperson saw the same attendance numbers as before.

The team owners who took Spoelstra’s advice and hired a ticket salesperson all had attendance increases of 50% or more.

But here’s the bit that thrilled my novelty-seeking heart:

The team owner who actually traded with Spoelstra and got a 100 peseta bill for each 10 peseta coin, didn’t end up hiring one ticket salesperson… or two… but three ticket salespeople.

I don’t know his final attendance numbers, but Spoelstra says that over the coming year, that team owner had more attendance growth and revenue growth than anyone in the room. At the end of the year, the team owner ended up sending Spoelstra a framed 100 peseta bill with an engraving that said, “I didn’t stop. Thank you.”

Maybe that “I didn’t stop” was all due to the personality of that team owner.

After all, he was active while others were passive, daring while others were hesitant, even in a controlled and safe environment of Spoelstra’s presentation. Maybe he was just a risk-taker and a leader, where others weren’t.

Maybe.

But maybe it was also due to something else. Maybe it was due to the actual physical and emotional experience that team owner had of handing over a 10 peseta coin and getting 100 pesetas in return, over and over.

That kind of real and direct experience, and the resulting neurological imprinting, even if it’s done in a joke and play context, can have wide-ranging effects.

That’s something to keep in mind if you are trying to create change in your audience, or in yourself.

And on an entirely related note, I’d like to remind you of my Most Valuable Email training.

You are likely to get benefit from this training if you simply buy it and read it. But you are likely to get 16x the value if you put it into action, however hesitatingly and jokingly at first. And same goes for your own audience.

For more info on Most Valuable Email:

https://bejakovic.com/mve/

The inspiration for my concluded “Buy 5 paperbacks” promo

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This morning at 9am Central Europe Time, I concluded my Buttered-Up Bonus Bundle promo, which has been running since Monday.

As a result of this promo, I sold a couple hundred paperback copies of my original 10 Commandments book. I had multiple people who bought tell me they will use the books as giveaways to their own lists. I got a big jump in Amazon rankings.

Altogether, I call it a success.

I did this promo as a bit of an experiment. I wanted to see if it would work for me. I’m happy with how it went, so I will repeat it, some time down the line, with new bonuses, for my new 10 Commandments book.

Over the past few days, a few people wrote me to say this was an original and interesting promo and offer. And one reader wrote in to ask, “Are you doing a version of Daniel Throssell’s book launch?”

No, Daniel was not the inspiration for this promo. For one thing, it was hardly a book launch — my original 10 Commandments book has been out for 5+ years. More importantly, I don’t even know what Daniel’s book launch strategy is.

That said, my book promo/offer was not original. I copied it exactly from what I saw another marketer doing.

I knew odds were excellent it would to work for me also, because I saw it worked very well for this other marketer.

In fact, this other marketer got me to buy five paperback copies of his book, which are still sitting in their Amazon box, collecting dust, on a shelf right across from the couch where I’m writing this email right now.

I bought those five copies in exchange for a bonus that the marketer was offering, which got me intrigued and which I wanted to get.

And that’s my meta-lesson for you today:

Lots of people are out there sharing marketing how-tos and tutorials and ideas, including in free newsletters like this one.

Maybe all those tutorials and ideas are proven advice. Or maybe they’re not.

But there is a whole other class of marketing and money-making education, which is 100% proven, and which you’ve already paid for, so you might as well get use out of it.

I’m talking about all the offers — books, courses, back scratchers — that got you to buy, and the process by which some marketer or business owner got you to buy them.

Keep a track of those offers and those sales processes. And ask yourself, what did it? Get to the core. Then apply it to what you do. Odds are excellent it will work for you as well.

In case you’re curious, I can tell you that the marketer I imitated for my Buttered-Up Bonus Bundle was Travis Sago.

Some time last year, Travis made people an offer to buy five paperback copies of his book Make ‘Em Beg To Buy From You on Amazon. In return, he would give you a bonus called Shogun Traffic Method, about a source of traffic that converts for any niche or offer, starting at $50 or less.

I had a pretty good idea already of what the Shogun Traffic Method was. But I’ve learned a ton from Travis before, and I decided it was a worthwhile investment. Plus, he piled bonuses on top of his bonuses — including some that were even more intriguing than the core Shogun Traffic Method itself.

As far as I know, Travis ran this promo only within his Royalty Ronin community.

It’s another good reason to be inside Royalty Ronin. Not only is this a community of 500+ Internet marketers who are doing creative deals, often starting from nothing… not only do you get Travis’s ongoing education and inspiration and advice in the community… not only is there a library of Travis’s expensive courses and bonuses (including the Shogun Traffic Method)… but you get to see Travis running creative new promos himself.

The bad news is, that means Travis might get you yet again, so you pay him for something on top of the already expensive $299 that Royalty Ronin costs each month.

The good news is, if you do find yourself paying Travis for something new, you’ve likely just learned a valuable new way to sell (most of Travis’s promos are creative and new in some form or another). You now have a new strategy you can profit from, if you only apply it to what you do.

That’s likely to pay for that new offer you just bought, and maybe even for a few months of Royalty Ronin itself.

If you want to find out more about Royalty Ronin, or maybe give it a try yourself:

https://bejakovic.com/ronin

Seeing is believing

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Try this little experiment right now:

Stretch out your left arm so it’s straight in front of you. Do it so the thumb of your left hand rests on the screen (of your phone or laptop, where you’re reading this email), right next to the X below:

X

Try it, right now. It will make the rest of this email much more impactful. Litterally stretch out your arm, and put your thumb next to the X above.

Next, look at your thumbnail. Focus on it. Make sure it’s nice and clear in your mind’s eye. And then, if you can, without moving your eyes, shift your attention to the X.

Ok go. follow the instructions above. And when you’ve done it, keep reading below.

Done?

If you’ve done the experiment above, you’ll find it’s surprisingly hard to not move your eyes when you focus on something else, even a few millimeters away.

But if you can switch your attention to the X while keeping your eyes on your thumb, you will also find that the X, close as it is to where your eyes are looking, is blurry and out of focus.

You might know this fact already, but seeing is believing:

Human vision is remarkably low-fi.

Only about 1-2 degrees of our visual field are in high definition and in focus. (That’s about a thumbnail’s worth, at arm’s length in front of you.) The rest of your visual field is blurry and devoid of detail.

The reason it doesn’t FEEL like that is because what we look at is always in focus, and because our eyes are constantly flitting from one place to another, without conscious control, based on what we find interesting in the moment.

When I was a kid, and probably for a good part of my adult life, had somebody told me that pretty much all my vision is a blur, with one tiny thumbnail’s worth of detail and “truth,” I would have rebelled, argued. All my experience and intuition spoke against it.

So could somebody have changed my stubborn mind?

Explanations of the fovea… quoting scientific experiments… testimonials from other people who say, “Yes, my vision is super low-fi”… none as these would be as effective as simply getting me to simply stretch out my arm, make a thumbs up, and experience for myself how, if I focus on my thumbnail, I can’t see anything else clearly, even half an inch away.

All that’s to repeat a fundamental marketing truth:

Demonstration is the most valuable kind of proof.

You might know this fact already as well. But seeing is believing.

And on the topic of demonstration:

I can tell you that the past couple of days, I’ve been doing demonstration of my “Heart of Hearts” system. That’s a system I’ve come up with to figure out what people in my audience really want and how to best present it to them, with the ultimate goal of more consistent success with new offers.

At the end of my last couple emails, I’ve been polling for interest in the Heart of Hearts system. Polling for interest is definitely one part of the Heart of Hearts system. But it’s not the first part, and it’s certainly not the last.

There’s stuff behind the scenes that won’t be obvious if you’re simply reading my emails.

But I will make you a deal:

If more consistent success with new offers is something that you’d be interested in, then hit reply and tell me a bit about who you are and what you do.

In turn, I will add you to a private announcement list.

That way, you’ll have the opportunity to get my Heart of Hearts system when I release it later this month. And even if you choose not to get it, you might get a further bit of live demonstration about how my Heart of Hearts system works.

David Ogilvy endorses the Daily Email Habit approach

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This morning I found myself reading “Quotations of David Ogilvy,” put out in 2023 by the Ogilvy agency, on the 75th anniversary of its founding.

Here’s a quote from Ogilvy that caught my eye:

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Dr. Gallup reports that if you say something which you don’t also illustrate, the viewer immediately forgets it. I conclude that if you don’t show it there is no point in saying it. Try running your commercial with the sound turned off; if it doesn’t tell without sound, it is useless.

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I’m sharing this with you for two reasons.

One is that it’s a useful reminder, even if you never write a TV commercial. Really, it comes down to effective communication. If you don’t illustrate, the reader will forget it. If you don’t show it, there’s no point in saying it.

Reason two is that I was lucky to have somehow learned that lesson early in my copywriting career. Somebody must have shown it to me, because I also remembered it over the years.

The basic idea above — illustrate, don’t just say — is the underlying idea of pretty much everything I’ve done in the marketing space.

It’s the underlying idea of my Copy Riddles program, and its try-and-compare method of learning to write copy, instead of just a bunch of “here’s how” instruction.

It’s the underlying idea of thousands of sales emails I’ve written, both for clients and for myself, and the way I teach others to do that inside my Simple Money Emails and Most Valuable Email programs.

And it’s the underlying idea of my Daily Email Habit service.

Because on most days — not all, but most — I don’t just send a daily prompt for to help you write your own daily email. I also use that prompt in my own daily email, to show and illustrate how it can be done.

About that, I got the following feedback from Chris Howes, who runs a successful music teaching memebrship, Creative Strings Academy. Chris subscribes to Daily Email Habit, and he had this to say:

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But more importantly, I now get TWO LESSONS from you every day. And I often learn as much or more from your regular daily free emails. Together, hand in hand, they feel like someone dropped off a shopping cart from Sams Club full of gifts at my front door and said here you go…

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As David Ogilvy said, “We sell — or else.”

I don’t know what the “else” is. I don’t want to find out.

So if you’d like to buy a month’s worth of daily email puzzles, in order to write your own daily emails, and to get additional inspiration and illustration from my daily emails, here’s where to go:

https://bejakovic.com/deh

Ponzi-like cold calling

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I’m rereading David Sandler’s book You Can’t Teach A Kid To Ride A Bike At A Seminar, But You Can Teach Him How To Fish.

Even though the title won’t tell you so, it’s a sales book.

Do you know Jim Camp’s Start With No? Camp’s book is in many ways a rewrite of Sandler’s book. But the original, as always, has stuff that the rewrite doesn’t have…

… such as the following story of Ponzi-like cold calling, which could be useful to many, even if they never make a cold call in their life:

In the early days of his sales career, Sandler cold called business owners to sell self-improvement courses and sales training. It was the only way he knew how to get leads.

Valuable point #1: Sandler got 9 out 10 cold-called prospects to agree to meet him. How?

Simple. He’d offer something for free, something that the guy on other end wanted, something nobody else was offering.

Specifically, Sandler would offer to come down to the prospect’s office and demonstrate his cold calling techniques to the prospect’s sales team, and motivate the lazy bums a little.

Like I said, 9 out of 10 business owners agreed to that.

Valuable point #2: Sandler didn’t offer to come do a demo as a means of making a sale. He did it as a means of making cold calls.

Sandler hated making cold calls. If he had to make cold calls at home, he’d put it off, do it half-heartedly, and not make enough of them to set his weekly quota of appointments.

That’s why he did the scheme above.

He’d show up to the prospect’s office, nervous but also amped up. And then, for an hour or so, he’d cold call — for himself.

He’d spend an hour in the prospect’s office, with the sales staff looking at him in wonder, making cold call after cold call, chatting on the phone, digging into the pain, and in many cases, setting new appointments for himself.

A couple days ago, I wrote that identity is just about the most powerful appeal you can make.

Well there’s a close second, and that’s reputation. In fact, for many of us, reputation might even trump identity. Cause you wanna look good in front of people, right? Even if you have to do things you would never do on your own.

And so it was with Sandler. He’d end an hour at a prospect’s office with another 2-3 set appointments, way more than he’d get at home had he spent the afternoon there.

Plus of course, he’d have a way better chance of closing the sale. Because nothing sells like demonstration.

Such story. Much lessons. So few people who will do anything with it.

And yet, it could be so powerful if somebody would only apply it, whether to cold calling… or to any other persuasion-related activity.

I’ll leave you to ponder that, and I’ll just say my email today is a “demonstration” of the daily email prompt I send out this morning for my Daily Email Habit service.

Maybe it’s easy enough to figure out what today’s prompt was.

Or maybe not.

In any case, today’s prompt is gone. Today’s prompt is lost to history, to be known only by the current subscribers to Daily Email Habit.

But a new prompt will appear tomorrow, to help those who want to write emails regularly, both for their own enjoyment, and to impress and influence others in their market. Because powerful things happen when you know that others are watching you.

If you’d like to read the email I write based on that prompt, and maybe try to guess what the prompt was, click here to sign up to my email newsletter.

Breaking the silence after the promo

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Last night, after the 3rd Conversion training call, I got a note from one of the participants. I’m not sure she wants me to share her name, but she wrote:

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It was so nice to see you on the call. I just wanted to drop you a quick note to say how much I absolutely loved your live class. It was perfectly timed for me, especially since I’m putting out my own offer for a done-for-you course blueprint. Your presentation was not only engaging but also such a clever demonstration of your course content in action – I was taking mental notes the whole time! (And trying to resist writing everything down lol)

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I’m telling you this because, well, it says nice things about me, and I need all the ego stroking I can get.

But I’m also telling you this because I’ve noticed lots of people who sell online, myself included at times, are guilty of promoting an offer intensely… and when the promo period ends, it’s on to promoting the next damn thing.

Meanwhile, what happened to the previous training/course/book, which had such large promise about it?

There’s largely silence on that point, until of course it’s time to promote the same thing again.

My theory is that today, people are more than ever craving things that feel real.

It’s not simply because of the recent explosion of AI, but also the ability for automated communication, and simply the inhuman scale of the Internet.

When before in history was it an everyday possibility for most humans to write something that will go out to thousands or even millions of people?

Inevitably, we all become more guarded as a result of this. Things sound good, but they’re not actually good… or they might not even be there at all (Google “these cats do not exist”).

That’s why I think it’s valuable to not only do a good job promoting what you sell… not only do a good job delivering it… but also do good job continuing to communicate, even to people who didn’t buy, even after the fact, that this thing you were selling was for real, and that you in fact are for real.

That’s one way to cope with The Nothing that’s overtaking our world.

Another way is simply longevity, persistence, or maybe track record.

A few hundred words of text, once, can be optimized, faked, generated to suit the moment and to deceive the unguarded.

A few hundred words of text, every day, for years, are hard to fake, particularly if those words are going out to the same group of people.

That’s why there’s power in daily emails.

Writing daily for years might sound intimidating. It doesn’t have to be.

Really, it’s just one day’s effort at a time. And pretty soon, it becomes enjoyable and even addicting (ask me how I know).

The sooner you start, the sooner it will become easier, and the sooner you will reap the rewards.

Even if you don’t know nothing about email, or copywriting, or even writing, you can start writing a daily email today.

But if you must have a guide to help you get started, here’s one I created, based on my own real experience:

https://bejakovic.com/sme

Announcing: Copy Riddles Lite

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Starting today, and ending this Thursday, I am offering something I’m calling Copy Riddles Lite.

Before I tell you the what of Copy Riddles Lite, let me tell you the why:

I realize that $997 — the price of Copy Riddles — is a big investment. Even if you have the money, it can be an obstacle. And if you don’t have the money, then it’s a real obstacle.

So my goal is twofold. First, to show you the Copy Riddles way, so you can experience it yourself, and see for yourself that Copy Riddles is a worthwhile investment, if you have any ambition of owning high-level copywriting skills.

Goal two is that Copy Riddles Lite is supremely valuable as a standalone training. If you cannot afford the full Copy Riddles course, or you can afford it but you decide for some unfathomable reason that you do not want it, then Copy Riddles Lite has value on its own, and much more than what I am charging.

Now we get to the what:

Copy Riddles Lite includes one of the 20 rounds included in the full Copy Riddles program.

I specifically chose a round that comes early in the full Copy Riddles program, on a copywriting topic that most people know of… but very few do well.

The round is composed of two parts, in which you practice writing sales bullets, and compare what you wrote to what an A-list copywriter wrote starting with the same prompt.

In the first part of the round, I also give you my analysis of the fine points of how A-list copywriters do their magic.

In the second part, I show you this aspect of copywriting in real practice, in real live ads, headlines, body copy, emails, content.

Two more things inside Copy Riddles live:

The full Copy Riddles program also includes 3 bonus lessons. I included one of those bonus lessons in Copy Riddles Lite as well.

The full Copy Riddles program also includes references to some of the best places I’ve found for the A-list sales letters and the source material they were selling. I’ve included that in Copy Riddles Lite as well.

So if after going through Copy Riddles Lite, you don’t wanna pay me for the full Copy Riddles program, and you want to cobble it together yourself, you can.

I only want to sell you the full Copy Riddles if 1) you experience the value in Copy Riddles Lite and you want more and 2) you value your time and my expertise enough to pay me the remainder, rather than attempt to replicate it yourself.

And now for the price:

Copy Riddles Lite contains a little less than 10% of the total content of the full Copy Riddles program, so I’ve priced it at a little less than 10% of the total price.

You can get Copy Riddles Lite for $97 today, tomorrow, or on Thursday.

If you go through and decide you want the full Copy Riddles program, I also include a coupon code, good for a limited time, for the full value of Copy Riddles Live to apply to the full Copy Riddles program.

I’m launching this offer today on a whim. I will close it this Thursday, Feb 1, at 8:31pm CET.

​​I have no idea if I will ever open it again. I may or I may not. That’s not just a bluff. If you’ve been on my list a while, you’ll know I have had plenty of one-off offers, never to be repeated, for reasons of my own.

All that’s to say, if you’re interested, you can buy Copy Riddles Lite below. The link will take you to a bare order form, and no sales page. If that don’t deter you:

https://bejakovic.com/crl

Conservative Professor X’s secret to getting money from strangers

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I read an article recently about controversial Hillsdale College.

I no longer live in the U.S., and I avoid places online that talk about culture wars, so I’d never heard of Hillsdale before.

It appears to be a kind of Charles Xavier’s School for Gifted Youngsters, except “gifted” in this case means conservative-leaning, Christian, and proudly American.

Even though Hillsdale was founded in 1844, its influence has expanded dramatically over the past 20 years. Just one example:

Ron DeSantis, Florida governor and the non-Trump face of the Republican Party, said he would not hire somebody from his own alma mater, Yale, but would hire somebody from Hillsdale.

Hillsdale is not the only conservative-leaning college in the U.S. There are dozens or maybe hundreds of others.

So why did Hillsdale become it, rather than any of the other places?

The article I read says it was all down to the guidance of Professor X himself — real name, Larry Arnn, the President of Hillsdale College. It’s Arnn’s vision and his tactics and his strategies that have made Hillsdale the new conservative cultural beacon.

It took different measures to get there. But money of course was important.

During Arnn’s tenure, annual contributions to Hillsdale have increased sevenfold, including from many people who never went to Hillsdale. ​​And it’s on this topic that Professor X revealed his secret for getting money from strangers:

“You don’t get money by asking for it. You get money by showing them what you do.”

Perhaps you say that’s obvious. And I’m sure the deans of all those other conservative-leaning colleges, which were left behind in the dust by Hillsdale, think it’s obvious also.

Anyways, the topic of my email today ties in intimately to the topic of my Most Valuable Email course.

If you have gone through MVE, the connection will be obvious. It might be obvious even if you have not gone through MVE.

But if want to make sure, or simply would like to hear me explain in more detail how I write Most Valuable Emails and show you how you too can write this type of email yourself, then you can find my “pull back the curtain” offer below:

https://bejakovic.com/mve

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.