Category Archives for "Business"

April 22, 2013

How To Get Away With Murder

The courtroom came to a hush as the verdict was read.linchpin1

“Guilty,” said the judge.

The defendant dropped his head in dispair.

Suddenly a shout rang out from the crowd. Then another. Then several more. Then a roar of people shouting. The people in the room were shouting and protesting so loudly the judge had to take notice.

He asked one person to speak for the crowd. A woman stood up and explained to the judge that this guilty man could not go to jail.

He was simply too valuable.

He watched their children. He managed the fire department. He ran the homeless shelter. He delivered the mail. He was even the mayor! He was not very wealthy but still did all these things with no pay.

He was the definitive “pillar” of the community.

The people cried, “If he goes to jail, who will guard our village?”

This is how you get away with murder.

Seth Godin calls this the Linchpin.
(If you haven’t read that book you need to immediately.)

If you make yourself the Linchpin you become the indispensable. The irremovable piece. The glue that holds the machine together.

Once you become the linchpin you will never be broke. You will never be without friends. You will never lack in any way.

You could get “away with murder”.
(I’m not condoning murder. It’s a saying. Chill out.)

You need to treat your business and marketing that way.

Be the linchpin and you change the world.

Talk soon,
P.S. Yep there’s a “PS”. If you want to see a real linchpin in action, check out this page.

Nothing to buy. Just showing you what kind of effect you can have if you set yourself apart and help others reach their goals.

You can become the linchpin. There’s no greater place to be.


April 19, 2013

Results Are The New Marketing

Results Trump Marketing

The greatest marketing in the world will be trumped by one sentence of real results.

Now that Internet marketing has matured, people have heard all the hyped up marketing. It’s all old and slimy sounding now.

One thing will never be slimy…

Real results.

My friend Luke Jaten put a simple post on Facebook yesterday. He simply posted about a customer of ours from the Postcard Traffic days (a product we launched in 2009).

That customer had gone on to do REALLY well.

Here’s what Luke posted:

“I’m sure this is going to sound like bragging but anyway…

I was talking to my buddy Matt Trainer the other day and he tells
me he just got off the phone with a guy who went through a course we taught
a few years back (called Postcard Traffic), and the guy told him he’s
sold 250,000 units of his product using what we taught him in that course.”

You can see it the thread here:

The reason I bring it up is because that day Luke was having a bad day. He called just to talk about life and he was pretty bummed out. He was doubting himself like we all do from time to time.

Believe me I doubt myself sometimes too. Sometimes we just wonder if any of this stuff we do is really making a difference. So I told him that story and got him fired up again.

It’s gets interesting because the response to that simple post on Facebook set off a storm of responses. That’s because it’s real results. People resonate with results more than anything.

You don’t have to be very good at marketing. In fact, you can suck but still do well if you can show real results.

Results trump even the world’s best marketing.

Focus on that one thing and you will always crush it.

Talk soon,

P.S. If you sell anything at all related to bizopp or any “how to make money” product, then you should check this out.

It’s a chance to get Luke’s buyers list. You don’t see things like this ever. It’s only open for first 25 people then it’s gone.

Go here to check it out.


Duct tape + Tropical Country = Bad Idea [PL Part 8]

Previously on Project Luck…

Part 1 – The blood-stained paper read…YOU DONT HAVE WHAT IT TAKES
Part 2 – How to lose 1.9 million dollars
Part 3 – And then I got a staph infection…
Part 4 – The night the zombies attacked
Part 5 – I’m flawed…obviously
Part 6 – Welcome to Sephora. How can I help you?
Part 7 – $349,000 in a brown paper bag


Las Vegas
McCarran International Airport…(in the bathroom)

This ranks right up there with the dumbest thing I’ve ever done. If it’s not number one it’s definitely in the top 5.

The duct tape is so loud! I’m in the stall. I’m frantically trying to wrap duct tape around my legs and stomach.

I’m trying to be stealth. Definitely don’t want any attention. Not with $349,000 in cash strapped to my body.

But duct tape is so loud when you are peeling it off the roll. You know the sound. Now just imagine that sound…coming from an airport bathroom stall.

Yeah…totally doesn’t fit.

I have about 10 minutes until my flight leaves so I gotta be fast.

[sp_font family=”Sketch Rockwell” size=”28px”]Damn why do I put myself in these situations?[/sp_font]

One hour previously…back at the bank.

So there I stand, sweating like a hooker in church. I must have looked like I was seriously guilty of SOMETHING.

(I still wonder what they thought of me.)

There is a mountain of cash on the counter. And the brown paper bag.

The bank manager is whispering in the teller’s ear.

“WTF are they saying!?” I scream in my head.

After what seemed like an hour (actual time 30 or so seconds), the teller tells me they can’t help me.

Voice shaking I nearly scream, “Why?! It’s cash! I just want a cashiers check in exchange! I have an account here!”

The clerk calmly says, “I’m sorry sir. You have an account with our company in another state but not with this branch so we can’t help you.”

My head is about to explode. What kind of sense does this make?

I play out about a dozen not-very-nice scenarios in my head lightning quick. My eyes darting around, I finally say, “F**k it. I’ll never do business with you again.”

I have a plane to catch.

Man I hope I get through security with all this damn cash.


—Fade Out——

San Diego, CA

So here’s the lesson today. How to scale traffic to really crush it.

Let’s start with some questions:

  1. Why would someone with a profitable campaign NOT scale up?
  2. Why do so many people fail when you claim its so easy Matt?

The answer to question number one is pretty simple to answer. It comes down to simple belief.

I have a student that worked his ASS OFF for MONTHS to get his ebook site perfect. It’s a great site in a great market. He wrote an ebook about his unique experience in that market.

Good stuff.

I KNEW for sure it was gonna be a home run. He followed everything I taught to the letter. He did his research. He really knew his people.

Once he had everything in place I showed him how to start buying some traffic. He started with only $10 per day as a budget which is fine. Test small.

Again following my training to the letter we found out he had the ‘holy grail’ of marketing, a project that made profit from day one.

And HUGE profit! His $10/day campaign was making $50 in sales for a $40 profit. That’s 400% ROI! Insane.

So my first thought of course was SCALE THIS UP! Spend $1000/day and make $4000/day profit!

That didn’t happen. Not because the campaign stopped working. Still works and makes money to this day even. YEARS LATER!

He never scaled beyond $10/day because he had (and still has) limiting beliefs.

His thought process goes something like this:

“What if I go up to $1000/day on my budget and then it stops working and I lose $1000?”

Unfortunately this is a very common theme. Most people have more of a fear of loss than a belief in a gain. Even if empirical proof is right in front of them. I see it all the time.

While this is an extreme example, I would bet every one of you reading this has this pattern in their life at some level. I know that because you probably would not be reading this now.

You would have already taken all the mass of stuff you’ve learned from me and others and been working hard on applying it without NEEDING MORE VALIDATION.

Instead you are stuck where you are because you need some mystical “more”.

More knowledge. More tricks. More “secrets”. More “magic bullet” products. More tactics. More training. More software. More outsourcing. More personal development. (Eeeewww! That one stings a bit huh?)

This is why all the “shiny object” product launches work so well…OVER AND OVER AGAIN.

This need for “more” is the same problem my student has. It’s a limiting belief. Somewhere in your brain you have doubt.

You have the same blood-stained paper that reads…I DONT HAVE WHAT IT TAKES.

But guess what. You do have what it takes. You don’t need MORE.

You just have to change that belief and take some FUCKING ACTION!


Back at the Las Vegas airport…

Thank god the taxi waited on me. I never would have made it on time if he didn’t.

I’m standing in the short security line. Again, sweating like a pig. (Pigs don’t even sweat do they?)

My nerves are shot. The stress is getting to me.

Even in that pre-9/11 world, security would have held me up for hours and probably seized my cash if they knew I had it.

/—-Today’s Hot Tip—–/
Do NOT EVER do this dumb shit now. Post 9/11. You WILL be in major trouble. And probably a terrorist jail. Not smart. Even I’m not dumb enough to do this now.

But that’s why they invented private jets. 🙂
/—End Today’s Hot Tip—/

All I can think about is all the little metal strips they put in $100 bills. It’s not enough to set off a metal detector if you have a few bills.


Multiply that by 3490 bills and you have a nice size chunk of metal. That’s all I can think about.



Did I mention that I’m a complete idiot?



OK let’s answer question number two now:

“Why do so many people fail when you claim its so easy Matt?”

At first this question seems like the harder one to answer. It’s actually MUCH easier after you know the answer to the first one.

Once you understand you have the limiting beliefs it’s easy to see why people fail.

Because guess what:


You spend so much time and thought trying to get everything perfect. Every word, every graphic, every tracking piece, every piece of the funnel.

Then IF you finally getting around to buying some traffic, you are dejected because it doesn’t work right immediately.

Here’s the secret to turning this all around.


Not me. Not anyone.

Here’s a word you need to get VERY comfortable with:

Iterative (root word – “iteration“)

ALL of this stuff is an iterative process.

It goes exactly like this:

Create. Learn. Improve. Repeat.


See that little “LEARN” part? That means FAILING. You try something and it fails. Then you improve (tweak) it and try again.

If really OWN this, you will never “fail” again.

Most people quit WAY too early. Many times they are only one or two tweaks away from a massive success.

Thomas Edison is famous for “failing” 10,000 tests before making the light bulb finally work.

His quote says it best:

“I have not failed. I’ve just found 10,000 ways that won’t work.”

I tried AT LEAST 1000 different ways to beat blackjack. I spent MONTHS on testing before something EVEN CLOSE to a winning strategy emerged.

How many would you have stopped at?

50? 100? 500?


12 years previously…

Hot tropical country

OK the flight sucked…bad. Having 3490 sweaty $100 bills duct taped all over you is completely awful.

International flight is bad enough. Duct tape and extreme stress make it even more…umm…interesting. 🙂

Even worse is that I was forced to wear an ill-fitting 3-piece suit in order to hide the bulk.

Summer in a hot tropical country. Plastic wrapped $100 bills taped to your body. Covered with a full 3-piece suite. Stressed to the hilt. Good times.

I’m waiting in the customs line for the giant red button. The randomized button that when pushed – and lights the giant red light – means you are getting searched…everything.

I nervously watch. Again, sweating bullets because I didn’t want to declare that much cash. That would mean hours of questioning (in a language I don’t know) and a giant tax.

Or worse, as is common in these banana republics, a complete confiscation. I worked too hard for that to lose it that way.





Admitting publicly that you did something like this is probably dumb. It’s even dumber to name the country where this happened. I’m not that stupid. 🙂

/—End Sidebar—/

I’m about 10th back in the line. One after one, each person pushes the button. One after one, each time it turns green. This means you just pass on through without getting searched.


I’m getting closer and closer and not one person has hit a red light yet. In my mind this means I’m WAY more likely to get the red light.

Since I first got in line not one single person has gotten red. Holy shit my fate can’t be this. Not after all this stress and effort.

The line advances. Green. Green. Green. Green. Green. Green. Green. Green. Green.

In my head I’m screaming, “FUUUUUUUUUCCCCCCKKKK! It can’t happen this way! WHYYYYYYY????!!!!”

I’m seriously on the verge of tears. I’m next in line.

Staring hard at the button, everything is in slow motion.

I slowly reach up and PUUUUUSSSSHHH. I feel the click.

I slowly look up to the giant light that could seal my fate.

The immigration officer gives me a weird look and then…


Find out the rest of the story in the new video I just put up.

Go to see it here >>>>>

See you in the video,
Matt “I know you hate me now” Trainer

P.S. Thanks for all your very positive feedback after yesterday’s email. It’s all very encouraging to me. You guys seriously have helped ease my fears about stepping out and telling these very personal stories.

I hope you have learned some cool stuff. More importantly, I hope you APPLY the stuff I’ve been teaching you. If you need more help to get pushed over the edge to success, just watch my new video here and join me on my quest.

Project: Luck – How to create your own luck…AT WILL




[PL Part 7] $349,000 in a brown paper bag

Previously on Project Luck…

Part 1 – The blood-stained paper read…YOU DONT HAVE WHAT IT TAKES
Part 2 – How to lose 1.9 million dollars
Part 3 – And then I got a staph infection…
Part 4 – The night the zombies attacked
Part 5 – I’m flawed…obviously
Part 6 – Welcome to Sephora. How can I help you?


I stand facing the bank. Staring from across the parking lot.

“Holy crap what am I doing?” I mumble to myself.

I’m shaking like a leaf. Scared to death. I feel like I’m in a movie.

Again mumbling to myself, “No one is ever gonna believe THIS story.”

I take a deep breath and take my my first step towards the bank. I’m carrying an old brown paper bag. The kind they give you at the grocery store.

I grip it with an iron fist. The top is rolled down tight. It holds $349,000.

[sp_font family=”Sketch Rockwell” size=”28px”]In cash.[/sp_font]


12 years later…

As I sit here recalling that moment in my life I’m struck by how naive I was. I really thought I could do that forever. It was ANOTHER moment in my life when I was spending the millions in my head before it was even made.

Yeah we had just made just shy of $1.2 million in only a few days but that ended up being the peak. Craziest part it was all in CASH!

[sp_font family=”Sketch Rockwell” size=”28px”]Too bad it’s not repeatable.[/sp_font]


12 years and one week previously…

I’m surrounded by a cheering mob of people. Easily 50-75 people are gawking in amazement all around me.

The security guards are holding them back but it does little to quiet the voice in my head.

“What if these people just decided to jump me?” I thought.

On the table in front of me is almost $540,000 in casino chips. I’d just won it over about 12 hours of playing high stakes blackjack.

The Friday night crowd at the Luxor casino in Vegas is amazed at all the money on the table. It’s a mountain of $1000 and $5000 chips. The stack of trays is almost 18 inches high.

You just don’t see that every day.

Now we just have to get from the table to the cage so I can cash out. How the hell are we gonna get through that mass of people without getting robbed?


So today’s lesson is about traffic and social media (Facebook).

What the hell does high stakes blackjack and today’s lesson have to do with each other?

Let’s find out. (Lots of cool lessons here so pay attention!)

See I’ve always been one to think outside the box. In the late 90’s, through a VERY long series of circumstances, I’d come across a way to beat blackjack.

The very first program I ever wrote was teaching Excel to play blackjack on it’s own and analyze the results. It would play by itself of hours on end, millions of hands at a time.

It would look at the results, optmize the betting strategy and then run again. All automated. After many weeks of testing and tweaking it finally popped out the optimum strategy to beat blackjack.

[sp_font family=”Chunk Five” size=”28px”]WITHOUT CARD COUNTING! (Yep it’s true.)[/sp_font]


After practicing for a couple weeks in my office, my best friend and I tested it at the local casino and made $3500 in just a couple hours. Me being me, I immediately said, “Time to go to Vegas.”

I’d never even BEEN to Vegas! In fact, I’d only ever been in one casino in my life just a few days earlier. Man I was SO naive!

While this all makes for great stories, with what I know now, I would not do it again.



Back at the casino 12 years ago…

We made it to the cage safely and I get cashed out. I’m met at the private cage room by the every-so-friendly casino manager.

I’d gotten to know him pretty well over the last week or so as we played blackjack at $3,000+ per hand. That gets you noticed by the people that really run those places. Most people never even see these folks, much less talk to them.

He’d been very friendly all week but as he walked up he was not smiling. My heart dropped when he said very coldly, “Come with me please.”

I follow him into a room deep behind the cage. Three security guards are following me. It’s all getting very creepy. Like something you see in a mob movie.

He leads me into a small but nice office. He closes the doors as the security guards wait outside.

“Sit down Mr. Trainer,” he snorts. Before I can ask anything he blurts out, “We have a problem.”

Oh crap. Here it comes.

“Mr. Trainer we’ve been trying to figure out what you are doing all week. We know you aren’t card counting. We know you aren’t cheating. In fact we only think you are a ‘B’ player.”

He continues, “All we know is that you win way too consistently and we can’t beat you. Because of that, you are welcome to stay here in the penthouse as our guest as long as you like. Play any game you want.”

And then he drops the bomb…

[sp_font family=”Sketch Rockwell” size=”28px”]”We just can’t allow you to play blackjack anymore.”[/sp_font]


Bam. Done. Game over. Just like that.

It’s not repeatable. It’s not scalable. It’s not sustainable.


Back to today. With LESS EFFORT and LESS BRAINS it’s MUCH easier to just buy some traffic and send it to something that converts.

Tweak the page, the copy, the email series and then let it rip. Then scale it up and make money while you party, travel and sleep.

No casino to stop you. No limit on how much you can make. The only limit is your brain and skill set.

That’s really all there is too it. So many people try and fail though. What’s the difference?

Mindset. They approach it all wrong.

Here’s the main problem. Everyone thinks that there is such a thing as traffic “quality”. They believe there is “bad” traffic and “good” traffic.

I think that’s a load of crap. Traffic is people. If the “bad” traffic is not converting then it’s YOUR fault.

You annoyed them. You didn’t solve their burning issues. You didn’t give them a solution. You didn’t connect.

This is usually because you didn’t understand the traffic (people) you are buying.

[sp_font family=”Sketch Rockwell” size=”28px”]You didn’t do your research.[/sp_font]


Facebook traffic is a classic example. I hear people complain constantly that Facebook traffic is “horrible” and doesn’t convert.

I believe the EXACT opposite. You just have to do your research and know how to connect with the mindset of people on Facebook.

Look at Facebook like a party at your house. People at a party are there to socialize, share stories, escape everyday life, be entertained. That’s it.

Any “advertising” at that party is nothing but a disruption of that flow. So you have to treat it that way. Grab attention but make it relevant. Make it entertaining if possible.

Sort of like yelling to the crowd at your party, “Hey I have this cool new widget to show anyone that’s interested! Come in the next room with me if you are!”

Most will be annoyed but a few may come but only because it’s your party and you “targeted” them. Once there you better connect with them somehow and fast or they will just want to leave.

If you think of social media traffic (especially Facebook) this way then you will be WAY ahead and it will be much easier to make it work.

Here’s the coolest part. Banners (media buys) are damn near the same thing as that Facebook traffic! So once you can make Facebook traffic work, your campaign is WAY close to working just as well with a media buy.

That’s when you can truly scale and break the bank!

So guys, let me say this again. Traffic is easy. Don’t give it the “holy grail” mentality like so many people do.

You just buy traffic. That’s it. Everything else is the hard part. You only buy the traffic to test everything else.

There are only so many parts. You test the ad, the landing page, the offer, the email series. That’s it.

If the ad is getting a good click-thru-rate (CTR) then it’s fine. If the landing page is getting a good CTR (conversion) then it’s fine.

If you aren’t getting good CTR or conversion rate it’s because one of those elements is not working. If you have tracking in place (you always SHOULD) you can tell where it’s failing. Make a change and test it again.

You can test ALL of this stuff for just a couple hundred dollars so it’s not like it’s expensive.

It’s really freakin’ simple guys. Like Nike says, just do it.


Back at the bank 12 years ago…

I walk in the door. Armpits sweating from shot nerves (and the Vegas heat). I walk up to the teller and dump out the mound of cash onto the counter.

Her eyes widen and she flinches bit. She won’t even look at me.

She picks up the phone and says,

“Umm…can you come up here? I have a…ummm…problem.”

[sp_font family=”Sketch Rockwell” size=”28px”]Oh crap. I’m in trouble.[/sp_font]


Tomorrow I’ll finish the story and let you know what happened.

It gets WAY more interesting (and sketchy).

Tomorrow’s lesson is how to scale out traffic to really crush it. Find out why most people never do that (even with a profitable campaign) and how to solve it.

If you can make $20 a day on Facebook (and this is STUPID easy) then you can make $2000 or $20,000 a day or more by scaling.

There are roadblocks of course. You just have to know how to go over them. I’ll teach you that too.

Til tomorrow,
[sp_font family=”Sue Ellen Francisco” size=”28px”]Matt “Blackjack” Trainer[/sp_font]

P.S. I hope you are enjoying this series. I’m getting some great feedback but interestingly I’m also getting some hate mail.

Seems like I’m polarizing people. The people that are complaining are saying that what I’m teaching is too much work and not realistic for most people.

Huh? That’s so ridiculous. That’s just a limiting mindset.

I wasn’t born with this. I wasn’t born with connections. I wasn’t born wealthly (quite the opposite in fact). I wasn’t born some amazing work ethic.

Even if I WAS born with all that. Guess what, IT DOESN’T MATTER!

Remember my first email in this series when I shared this:

You don’t have it.

You don’t have that DNA.

You’ve never hustled.

You didn’t grow up with the right opportunities.

You think growing up with opportunities matters.

You don’t know how to take currently available opportunities.

You complain a lot.

You don’t see the big picture.

You might have a map, but you’re really bad with directions.

You expect handholding. “Oh if only someone would show me how…”

You think you’re entitled to rewards.

You place blame on others instead of taking control and figuring out what went wrong.

You half ass projects and say they’re failures.

You rarely, if at all, launch projects in the first place.

You don’t seek specified knowledge.

You buy a lot of information – courses, webinars, seminars, conferences – and let it all go in one ear and out the other.

You haven’t learned the very basics of doing work online.

You think “I’m not a techie” is a good excuse.

You haven’t learned the slightest bit about how a real business works.

You don’t enjoy producing content.

You’ve never studied classic marketing or sales literature.

You’ve never written an advertisement.

You’ve never made a sales call and expect to make thousands of dollars in sales overnight.

You waste a lot of time on things that don’t matter and then whine that you don’t have enough time to do the things that do.

You spend your free time thinking about doing something.

You tell anyone who will listen what you’re going to do.

You never do anything.

If you hate me now, it’s only because some of that was true (or maybe all of it).

Again, by now you should know how to make it all false.

[sp_font family=”Chunk Five” size=”28px”]YOU create your own luck.[/sp_font]

See you tomorrow.




Wow this was a long one huh!  🙂

[PL Part 6] Welcome to Sephora. How can I help you?

Previously on Project Luck…

[sp_font family=”Chunk Five” size=”20px”]Location:
Fashion Valley Mall, San Diego, California, one day ago[/sp_font]

As we walk into the store a very smiley, friendly-looking employee walks up and says,

“Welcome to Sephora! How can I help you?”

My wife, Lidia, walks right past the girl like she doesn’t even exist. Lidia hates helpful store employees. It’s the weirdest thing I’ve ever seen. She pretends they aren’t even there.

She claims she doesn’t ever need help and hates when those people “bother” her. It’s pretty embarassing. It’s so bad I’ve stopped going into stores with her. I just stand outside and wait.

Today I noticed something that fits pefectly into my lessons for you.

The smiley Sephora (high end makeup for all you lucky guys that never have had to deal with this) employee followed Lidia and started talking to her.

It was very profound because Lidia actually seemed to enjoy what the girl was saying instead of blowing her off and ignoring her.

I was outside watching so I couldn’t hear what was being said. All I knew was that this girl was getting my wife to listen and interact with her. Completely opposite of how she normally is with store employees.

And this was AFTER Lidia completely blew her off as soon as she came into the store.

I had to find out what the employee was saying that was so different this time. What in world could change my wife’s normal behaviour so drastically?

I walk closer to hear the exchange…

–Fade Out—

[sp_font family=”Chunk Five” size=”20px”]Location:
Winery in Temecula, California, a few weeks ago[/sp_font]


As we walk into the wine tasting area of the winery we see a very tall young guy walk towards us. He’s carrying a tray of wine glasses and a bottle of wine.

“Would you like to try our latest offering? It’s free of course. Our gift to you for taking the time to visit us today.”

Of course we agreed. We didn’t really like the free wine all that much and told the guy that.

The guy seems shocked and opens his mouth say something…

–Fade Out–

[sp_font family=”Chunk Five” size=”20px”]Location:
High end restaurant, downtown San Diego, last night[/sp_font]


“Where the hell is our waiter?” I ask my wife in frustration. She shrugs and wonders the same thing.

From the time we came to the restaurant we’ve been treated like crap. The waiter was extremely rude and seemed to be bothered that we were even there.

This is a really high end restaurant too. It’s not some dumpy hole in the wall.

Worst part is, they served my VERY vegetarian wife sausage in her pasta dish. This is AFTER the waiter “confirmed” with the chef that they could make her a vegetarian version.

Even worse, she found out it was sausage after eating about a third of the dish. Not good. She got physically ill. (No meat at all in over 15 years.)

Of course we complain but the waiter disappears…for 45 minutes. Seriously.

Then comes back with the bill without a word, and still charged us for the dish. Unreal.

–Fade Out–

Meanwhile back at Sephora I edge closer to hear what the friendly employee is saying to my wife.

“…no really, my skin is JUST like yours and I found that these two products made all the difference for me…”

[sp_font family=”Sketch Rockwell” size=”28px”]What she said next blew my mind.[/sp_font]


“But if you combine the MAC face cream I told you about, you will get even better results.”

(For those lucky men who don’t know, MAC is a competing makeup company to Sephora.)

This Sephora employee illustrated PERFECTLY what I’ve been trying to teach you. She connected with my wife by truly caring, sharing knowledge and even recommending a COMPETING product!

See how powerful that is?

She consulted with my wife for easily 20-30 minutes and Lidia said she learned so much cool stuff she’d never heard before. All for free. You think Lidia will come back again?

Hell yeah she will! She’ll even go in the store next time and ask for that helpful clerk BY NAME. Now THAT’S a connection.

[sp_font family=”Chunk Five” size=”28px”]Back at the winery…[/sp_font]


The tall winery employee apologizes profusely and offers to get us a discount on the paid wine tasting. He even says he will put us at the front of the line. No waiting.

We didn’t like the free wine so much but the experience was great and FREE. We then immediately did the PAID wine tasting and ended up buying a case of wine.

That one little step to be friendly and helpful made us WANT to give them money. (We weren’t planning on buying any wine.)

We still talk about how welcoming the winery was. (Can you say free advertising!?)

[sp_font family=”Sketch Rockwell” size=”28px”]Connection made.[/sp_font]


Back at the high end restaurant we had to complain AGAIN to the manager to get the sausage dish removed from the bill. Any other high end restaurant would have given us the meal for free. But not them.

We won’t be back. And we tell everyone how much the place sucks as often as we can. (Can you say BAD MOVE!?)

So the subject of today’s lesson is:
“How to EMAIL the right way to really sink this in forever”

I hear your question already. “OK Matt, those are great stories but what does this have to do with today’s lesson on email?”

Simple. We want to CONNECT to our people (traffic) and deliver HUGE value BEFORE they ever buy one thing from us.

[sp_font family=”Sketch Rockwell” size=”28px”]We can do this ALL through email. And automated![/sp_font]


We want our email autoresponder series to be EXACTLY like that Sephora store clerk. EXACTLY like the tall guy at the winery. And the exact OPPOSITE of the experience we had at the restaurant.

How do we do that? Again, simple.

Tell stories. Exactly like I’ve been doing with you all week. Teach something. Share something personal. Give a helping hand. Don’t ask for anything in return (yet).

Emailing the right way is THE most crucial piece in your funnel (after you did your research) because this is where you turn TRAFFIC into a tribe.

A tribe will follow you (and buy from you) forever.

Check out this video from Seth Godin on building tribes.

My buddy Andre Chaperon has the best course EVER on emailing. He taught me so much that I still use to this day. I’ve recommended it a lot and everyone loves it.

He teaches the exact method I use in my emails called a “Soap Opera Sequence”. Think of writing like TV shows are written. You’ve seen that in my email series this week.

If you buy through my link I’ll give you a special gift. I’ll give you a report I created to supplement Andre’s training.

That report teaches:

  • How to I come up with catchy story ideas that people LOVE
  • How to create killer headlines (simple shortcut trick)
  • How to create a killer cliffhanger in each email so your people will CRAVE the next email

To get my bonus you’ll just have to email me and give me your receipt number and I’ll send it to you immediately. Go here to take your emails to the next level.

In tomorrow’s lesson we start diving into TRAFFIC!

I’ll teach you how to get all the CONVERTING traffic you can handle for VERY cheap and sometimes free.

Next up. Facebook – How to get their traffic to convert like gangbusters.

Til tomorrow,
Matt “Yeah I Know What Sephora Is” Trainer

P.S. This series is all leading up to my new product called “Project Luck – How to create your own luck…at will.”

This product is the culmination of EVERYTHING I’ve learned in my entire Internet marketing career. I’m leaving no stone unturned.

From mindset to million-dollar business and beyond.

I’ll teach you everything in step by step format with idiot-proof checklists so you can truly create your own luck and success…at will.

More details on that coming soon.

Here’s what still coming in this email series:

PL Part 7 – WTF is with all the Facebook hype? Here’s how to really do social media the right way
PL Part 8 – How to scale out paid traffic and really crush it…consistently

See you tomorrow.

Did you do any research on your tribe yet? I taught all about it in the last lesson.


[PL Part 5] I’m flawed…obviously

Previously on Project Luck…

Part 1 – The blood-stained paper read…YOU DONT HAVE WHAT IT TAKES
Part 2 – How to lose 1.9 million dollars
Part 3 – And then I got a staph infection…
Part 4 – The night the zombies attacked

Meanwhile back at the office.

I’m sitting here thinking of how to frame today’s lesson. Then I realize I’ve already framed it pretty well in the previous couple days.

You should REALLY get it by now.

[sp_font family=”Sketch Rockwell” size=”28px”]Connection.[/sp_font] 

That’s how to make it online now and forever.

If you connect you can write your own ticket. You can make as much money as you want. You can create change. You can have every desire you’ve ever longer for.

Just connect. The rest of the equation comes easy after that.

I’m a flawed person. That’s pretty damn obvious from the last several emails I sent you.

– I drink too much sometimes
– I make dumb mistakes that cost me a lot of money
– I upset people
– I don’t do all the things I should
– I’m not that great at marketing
– I’m not focused enough
– I spend too much money on material things

I’m flawed.

But you know what? None of that matters.

I know how to tell a story and connect with people. I know how to leverage that and make all the money I’ll ever need. And because of that I’m free.

That’s where I want to get you to. Crazy part is you are almost there with what I’ve been teaching you.

Let’s get into today’s lesson.

First off, let’s set the mood.

Go to Pandora. Search for “Nicolas Jaar” and create a station based on that. Then let it play in the background.

Ok now we can focus.

This will put you in perfect learning mode (at least that’s what I heard)  🙂

Yesterday we left off with:

“But how do you find a hungry, insanely passionate and irrational crowd that’s craving a solution?”

OK let’s start with the broad markets. People always want these things:

– Better health
– More money
– To be loved (sex too of course)
– Entertainment

If you always stay in those markets you can make all the money you ever need. Of course those are VERY broad so dig in a little deeper.

Let’s go with dating. That’s an easy one since the market for love, romance and dating is huge and will always be that way.

The dating crowd has a strong desire to fill that need. Now look for a narrower group that we can really connect with.

What about dating for tall people? I just pulled that out of the air because I have two very good friends that struggled for YEARS in the dating scene because they are taller than average.

It’s especially hard for tall women. So let’s target them.

Women (more than men) have a natural desire for connection and intimacy. But imagine if you are a tall woman?

You can already imagine that she has it MUCH harder than other women. Think there’s a stronger craving to fill that hole then? Of course. Perfect market to target.

But how to we really KNOW this and how can we VALIDATE (make sure there’s money to be made) the market?

Here’s a couple tricks.

  1. Do a Google search for the term “how to meet tall men” or something similar
    You’ll immediately see all kinds of PPC ads. That’s a great sign. We know advertisers are spending money because there is money to be made. Perfect.
    Next you’ll see all kinds of “tall dating” sites. Again more validation.
  2. Now here’s a ninja trick. On the left side of the Google results page there are lists of other things to search. Click on the “More” link to expand the choices. 

Then click on “Discussions“. What will come up is all kinds of results for Google groups, forums and other discussion groups.

Then all you have to do is dig in and spy on the conversations going on there. Don’t take shortcuts on this step. It’s super critical.

Spend AT LEAST an hour on this. It’s even better if you join the conversations and ask questions.

You’ll learn the stuff your “audience” loves. You’ll learn the stuff they hate. You’ll learn the real pain points. You’ll learn the words they use.

[sp_font family=”Sketch Rockwell” size=”28px”]You’ll learn how to connect.[/sp_font]

After some time spent on this and taking some notes. You’ll definitely see a problem they are craving to solve. Now you just need to connect and give it to them.

For this market I would ask all kinds of questions about how other tall women meet tall men. Find the people that are sharing success stories and ask them.

Then take the answers and create a “Meet Tall Men Cheat Sheet” or a something like “Tall Sexy Woman’s Guide To Meeting Hot Tall Men”. Of course you want to use the words THEY would use.

Really push their “pain” buttons.

Then provide a solution.

This shouldn’t take more than a half day of work at MOST.

Then just give away the report, guide, cheat sheet you just created. Offer your report in exchange for their email address. Just provide a solution and don’t be hypey. Be real and use the words they use that you’ve learned from your research.

[sp_font family=”Chunk Five” size=”28px”]NOW YOU NEED SOMEWHERE TO PUT IT[/sp_font]

You need a landing page to collect email addressees.

Cool thing is, this is super easy these days. Just go to They have all kinds of page templates that are designed to convert.

Make sure to sign up for an email autoresponder service like Aweber or OfficeAutopilot (my favorite) so you can capture their email address on your new optin page.

Now you have a lead funnel. does all the site setup for you so you only have to worry about adding in text.

Now you have a solution for your audience, a landing page, a lead funnel for your autoresponder series (a LOT more on this later).

That’s it! Sounds too simple but that’s all you gotta do man!

Now you just need to know what to put in your autoresponder series and then traffic.

We’ll get into that starting tomorrow.

For now, get out there and do some digging before the zombies come! 🙂

Talk soon,
Matt “Flawed Marketer” Trainer
P.S. If you’ve paid attention my crazy stories (all true by the way) and put up with my flaws up til now, I just want to thank you.

It means a lot to me that you have in interest in what I have to say.

[sp_font family=”Chunk Five” size=”28px”]It truly does.[/sp_font]


I know some of my stories can be a bit dark at times. But it’s my life and life is not always roses and lollipops.

I prefer to be raw and real than fake, hypey and surfacey. Hope you dig it.

Here’s what’s still left to come in this series:

PL Part 6 – How to ****** the right way to really sink this in forever
PL Part 7 – WTF is with all the Facebook hype? Here’s how to really do social media the right way
PL Part 8 – How to scale out paid traffic and really crush it…consistently

See you tomorrow. Hope you like Nicolas Jaar. Great music for when you need to focus and get some stuff done. 🙂