The Illusion of Credibility



I’ve always been very curious why certain fad weight loss diets go so viral so quickly…

One of my observations is this…

Say today CNN wants to feature a highly credible program such as “The China Study”. It’s written by Professor Emeritus of Nutritional Biochemistry at Cornell… and in the book, there’s THOUSANDS of references. It’s scientific, fact-based and highly credible.

But CNN realizes they can’t do a program on this without featuring a contrasting viewpoint.

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Sell the path of least resistance


Unless you’re selling to bodybuilders (think workouts like Insanity or P90x), most of your prospects would want solutions that require little work and time to implement.

One of the programs we marketed recently involved following a 21 day training plan. The basis is that you need to follow through on an activity for 21 days to form a new habit. The conversion rate is 2%. Sad.

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The True Measurement of Wealth


Your wealth is not a measure of how much you have, but how much you are capable of generating in every moment.

If you had won a million dollars in the lottery but are capable of generating zero dollars, you wealth is virtually zero.

Wealth is what you have left when all your money has been taken from you.

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The importance of Mentor and Honest Feedback

As an entrepreneur, I used to think I was really ‘creative’.
That was until I met my copywriting mentor.
In many of the training sessions, he had proven to me time to time that I just wasn’t up to mark.
And he didn’t hold back as he told me straight in the face how boring and dull my ideas were.
At the beginning, I took it very personally. Who wouldn’t?

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Forget A.I.D.A!



 We are all familiar with AIDA, which stands for Attention, Interest, Desire, Action.

Forget about AIDA today, and allow me to expand your mind with the many other copywriting formulas.

There’s “ACCA.” It stands for “Awareness, Comprehension, Conviction, Action”

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How To Get Unlimited Email Ideas for Your Mailing List


We all struggle from time to time, on how to deliver amazing content to your email list, that not only wow them but also get sales.

One of the easiest hacks I find that works for me consistently is to read your replies from your subscribers… and you can spin new engaging content easily.

So here’s an actual reply I got off a new subscriber today.

It read:


hi Joel; oh believe me; i’d love to be able to utilise the [information]; so when i see it’s free; i got excited…only to find there is money payable. So it’s not that I don’t want it; but unfortunately can’t afford it.

take care
name withheld
Sent from my iPhone


Here’s how I just spin it into a new email.

My emails begins below


s: “I can’t afford it!”

Subscribers email me all the time thanking me for all the free information I send to them, and attempt to seek more free advice.

That’s fine. I’m more than happy to lend a helping hand.

But the one today was just sloppy. He says,

“hi Joel; oh believe me; i’d love to be able to utilise the [information]; so when i see it’s free; i got excited…only to find there is money payable. So it’s not that I don’t want it; but unfortunately can’t afford it.”

take care
Name withheld
Sent from my iPhone

I would love to HELP HIM.

But first, there’s a problem in his question.

Did you notice the “Sent from my iPhone”.

Well, that’s the problem.

He has the $800 to buy an iPhone, to look cool in front of his friends.

But he doesn’t have $19 into the educational product that will do heaps to improve in his life.

Sure, I could continue to give him MORE free information but guess what?

He will not put those information into good use, because he has his priorities wrong.

Instead of investing in himself, he splurges all his money on the non-essentials that do not put him ahead in life.

So in the end, I told him this –

“The best investment you can make is in yourself.” – Warren Buffett

And told him to reflect on it.

Blah blah blah….


You get the point.

Read the emails your subscribers send you EVERY DAY.

And I guarantee you will never run out ideas to share with your readers.

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Test More, Test Often, Test Fast And Test As Cheaply As Possible


I remembered those days when I was speaking and building a seminar business.

An insertion into Straits Times cost at least $3,000. And the placement generally suck.

Oh, and you can’t deal directly with SPH. You have to go through a “middleman”, adding to costs.

A $3,000 well-written Direct Response ad would at best pulled 30 leads.

This meant the cost per lead acquisition was $100.

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