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0) The Problem & Desire

When you can point out people's real problem and real desire, you make
them aware of things they weren't aware before. At this point, people starting
creating stories in their heads to justify purchasing your product. This is
called "Visceral Desire".

The Problem & Desire

Desire: create a $10k/month online business.

External Problem: barely making any money working a job they don't like or
studying something in uni which they're not passionate about.

Internal Problem: feels like he's losing precious time of his life working/studying
something that won't take him anywhere. They feel like they're missing out on life

Philosophical Problem: he knows it's possible to free themselves through an online

business, he just doesn't know how

Real Desire: reclaim the ownership of his life by replacing his job/dropping out of uni.

Examples:

Remote Revolution 2.0

Desire: create a $10k/month income online.

External Problem: barely making any money working a job they don't like or
studying something in uni which they're not passionate about.

Internal Problem: feels like he's losing precious time of his life working/studying
something that won't take him anywhere. Feels like he's someone with a lot of
potential, but little to no results.

Philosophical Problem: he has chosen the conventional path and is expecting

unconventional results.
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Real Desire: be the owner of their own futures and live an unconventional lifestyle:
one where they get to enjoy financial, location, and time freedom.

Top Of The Mountain: Owner of Your Own Future

Rock Bottom: Owned by Others

The Enemy: Conventional Path

Digital Renaissance

Desire: become a top 1% man

External Problem: He's stuck at the rat race. He can't afford to do the things that he
wants because he's stuck to a job/college that's location dependant, that takes all his
time, and that pays him just enough to get by, but he's never left with any disposable
income at the end of the month - so he has to keep slaving away indefinitely (even if
he doesn't want to) because he got bills to pay and he doesn't have any other
options.

Internal Problem: He’s frustrated with his current position in society - financially,
professionally, in the dating market, and with his current status in general. He feels as
if he's leashed to his current situation. The thought of being stuck in such situation
indefinitely, without and end to it in sight, makes him feel miserable. He's trying to
find the way out and he believes that money/self-improvement are the answer.

Philosophical Problem: You can have all the money/self-improvement you want, and
still be stuck in the rat race.

Real Desire: He just wants to be in control of his own life and stop being hostage to
the circumstances and events that happen around him.

Top Of The Mountain: The New Renaissance Man

What's the consequence of such solution?

He not only achieved financial success, but he did it so without having to slave away
on a soul-draining job. He has location freedom and, more importantly, time freedom
to enjoy the riches that his business provides him with. He's a top 1% man.
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What are the positive feelings that such consequence creates?

He feels that he's in control of his own life. No outsider can tell him what he should
do or what he's allowed or not to do. He knows that he's the one in charge.

One action that represents the desire

He can do whatever he wants, whenever he wants, wherever he wants with

whomever he wants. Some men got to play by their own rules, but you had to earn
that right.

Rock Bottom: Modern-Day Slave

What's the consequence of such problem?

Someone else now owns you. They are in control of you. You're enslaved by your own
job and your own lifestyle, without even realising.

What are the negative feelings that such consequence creates?

You feel like you're never in control of your own life. You're always at the mercy of the
decisions of the ones above.

What's the action the avatar has to take which he didn't want to?

As the saying goes: “no man is more enslaved than the one who falsely believes in
his own freedom”. So he has to: 1) accept that he's enslaved; 2) realize that all the
regular career paths are just different paths that lead to the same destination:
modern-day slavery; 3) decide that he'll be a contrarian and go down an alternative
route.

Common Enemy: The Puppet Masters

Who are they?

What's the consequence such an enemy brings you?

Weight loss

Desire: lose weight

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External Problem: look fat on all the pictures they take.

Internal Problem: Don't enjoy taking pictures anymore and start avoiding them.

Philosophical Problem: starts avoiding going out of the house altogether because
of their anxiety towards pictures, which just makes it even worst and creates more
anxiety.

Real Desire: look good again on pictures.

Top Of The Mountain: Picture Perfect Fit

Rock Bottom: Prisoner of the Plate

The Enemy: Traditional Depriving Diets

1) The Duality & Common Enemy

The search for the perfect narrative is directly related to finding a duality that
deeply touches your audience.

A good storyteller is able to provoke his audience through his narrative. This,
creates discomfort. Discomfort breeds action for change. And the way to
provoke the audience and still such discomfort is by presenting them with a
scenario of duality.

Top Of The Mountain: The New Renaissance Man

What's the consequence of such solution?

He not only achieved financial success, but he did it so without having to slave away
on a soul-draining job. He has location freedom and, more importantly, time freedom
to enjoy the riches that his business provides him with. He's a top 1% man.

What are the positive feelings that such consequence creates?

He feels that he's in control of his own life. No outsider can tell him what he should
do or what he's allowed or not to do. He knows that he's the one in charge.
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One action that represents the desire

He can do whatever he wants, whenever he wants, wherever he wants with

whomever he wants. Some men got to play by their own rules, but you had to earn
that right.

Rock Bottom: Modern-Day Slave

What's the consequence of such problem?

Someone else now owns you. They are in control of you. You're enslaved by your own
job and your own lifestyle, without even realising.

What are the negative feelings that such consequence creates?

You feel like you're never in control of your own life. You're always at the mercy of the
decisions of the ones above.

What's the action the avatar has to take which he didn't want to?

As the saying goes: “no man is more enslaved than the one who falsely believes in
his own freedom”. So he has to: 1) accept that he's enslaved; 2) realize that all the
regular career paths are just different paths that lead to the same destination:
modern-day slavery; 3) decide that he'll be a contrarian and go down an alternative
route.

Common Enemy: The Puppet Masters

Who are they?

What's the consequence such enemy brings you?

2) The Marketing Thesis

What is the one main thing your prospects need to believe (before you present
your offer) to buy?

The One Belief: This new opportunity is the key to their desire and it’s only
attainable through my new mechanism
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Examples of the one belief:

P90x: Avoiding the plateau effect (new opportunity) is the key to building muscle
(desire) and it’s attainable only through the P90-X “muscle confusion” system (new
mechanism).

Invisalign: Aligning your teeth without ugly braces (new opportunity) is the key to
getting the smile you want without disrupting your life (desire) and it’s attainable
only through the Invisalign proprietary technology (new mechanism).

Subway: Eating healthy fast food (new opportunity) is the key to losing weight
(desire) and it’s attainable only through a diet based on Subway sandwiches (new
mechanism).

General example: "The easiest and most profitable way for any pub (new
opportunity) to get new customers using the internet (desire) is with Location Based
YouTube Ads (new mechanism)"

Pen To Profit: Creating visceral desire in your reader (new opportunity) is the key to
writing converting copy (desire) and it’s only attainable by making your prospect
aware of their philosophical problem (new mechanism).

Pen To Profit #2: Getting your reader to create stories in his own head (new
opportunity) is the key to getting them to ****take decisions while getting them to
think it was their own idea (desire) and that is only attainable through the use of
dualities.

The Best Online Business Model To Start as a Beginner: Starting an online biz with
the most beginner-friendly business model is the key to going from 0 to $10k online
in record time and it's only attainable through selling ROI services.

Remote Revolution: Renouncing the conventional path is the key to achieving

unconventional results and it's only attainable through becoming an Owner of Your
Own Future

Digital Renaissance: Achieving financial, location, and time freedom is the key to
working your way up to the top 1% and it's only attainable through becoming a New
Renaissance Man
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3) The Big Idea

"The single biggest reason for a poor sales conversion from any marketing
funnel... Is the lack of one big core compelling idea that ties the promotion
together"

Big Idea:

The Best Online Business Model To Start as a Beginner (2023)

The Digital Renaissance

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● Elements of the Big Idea

One great idea (not a mix of mediocre ones)

Big, believable promise of transformation, result, outcome

Unique: original, unexpected, different from what the prospect has seen before

New & Fresh (familiarity breeds disinterest)

Urgent: preferably with an specific deadline

Specific: concrete, tangible, not vague.

Arresting/startling: shock them out of their complacency

Easy to grasp: instant appeal. Avoid the curse of knowledge. Simplicity encourages
belief. If they have to watch your whole video to understand your big idea, it's not a
good big idea.

Track-record: it has proof to support it and there's people already taking advantage
of it.

Easily applicable: easy to put into practice through a mechanism. Doesn't require
too much to get started (money, study). Doesn't require previous
knowledge/experience.

Big Idea Checklist:

EC = Emotionally Compelling

PP = Primary Promise

UM = Unique Mechanism

II = Intellectual Interesting
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The Unique Proposition:

💰
The Best Online Business Model: How 20-Year Olds Are Using This
Beginner-Friendly Business Model To Get Paid Monthly By Small Businesses,
Without Having To Deliver Any Work Themselves… The Same Strategy Used By
Companies Like Uber and Expedia, Experts Are Calling It The New “Arbitrage
Economy”

Digital Renaissance: a New Era is approaching us... Deplatforming. War on freedom.

Media propaganda. There's a much bigger story here that's not being told... And the
only way to protect yourself is to become a New Renaissance Man. On November
14th, I'll show you how.

4) The Offer
Presenting your offer as "pillars" helps you have a smooth transition from the
content to the pitch, while avoiding triggering the viewer's sales pitch radar. It
feels more genuine, less salesy and helps to fill in all the "missing gaps" you
created.

The reason your prospects get pissed with you when you transition to selling is
because you're approaching your sales video as a 2-act structure: a “content” part
and a “selling” part. Ideally, there should be no differentiation between the two. You
have to create a narrative that creates the need for the sales during the entire
“content” part, from the very beginning. So that when you transition to your product,
instead of the prospects going “oh, here it comes. He's gonna sell me now”, they go
“oh my gosh, that's exactly what I needed, it fixes the exact problems I need to fix” -
and that happens because through our narrative we've created the gaps that our
product fills.

Pillars

Digital Renaissance

The knowledge & business: Agency Navigator

Community: student community

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Accountability: the 4 levels of accountability

Self-improvement: Hamza's productivity course

Pricing: from $2,250 for $995

Remote Revolution 1.0

Pillar #1 - Plan: Agency Navigator

Pillar #2 - Accountability: 3 Levels of accountability: peer-to-peer, alumni

accountability, expert accountability

Pillar #3 - Intensity: Agency Navigator Fast-Track. An intensive immersion covering

the 6-steps of the plan, in 6 live masterclasses that go hand-in-hand with each phase
of Agency Navigator, each hosted by one of our APEX coaches.

Format of Delivery: Live Calls + Pre-recorded

Price: From $1,499 to $995

Fast-Action Bonus #1: VIP Group | First 300

Fast-Action Bonus #2: Pen To Profit | First 1,500

Remote Revolution 2.0

Pillar #1 - Access to the right people: SSCs + Coaching calls

Pillar #2 - Access to the right knowledge: programs created with the best and
most up-to-date knowledge in the industry

Pillar #3 - Access to the right opportunities: ever increasing portfolio of courses

Format of Delivery: Live Calls + Pre-recorded + 1-on-1

Price: From $1,499 to $995

Fast-Action Bonus #1: VIP Access to SSC Calendar | First 300

Fast-Action Bonus #2: 3-Day Dubai Trip w/ Iman

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Tiered system

Fish: Clients who pay $1,000-3,000 per month. You get a couple of these clients and
you’re already making a full time income. We get students catching fish everyday!

Shark: Clients who pay $3,000-8,000 per month**.** This is where you’re getting into
more serious territory. One of these clients and you can quit your job! It’s always a
proud day when students sign their first shark.

Whale: Clients who pay $8,000+ per month. This one client alone will bring you more
than $100,000 in a year. This is the greatest catch of all- they’re the North Star for
everyone in the community!

This is how we add testimonials without coming across as try hard. It creates sense of
community. Hence why 7 people in the company have whale tattoos.

Price & Terms

The regular price

The rationale for the discount

The offer price

The savings percentage

The savings amount

Price Trivialization (e.g. "the price of a cup of coffee a day")

Reason to Respond Now

Urgency (deadline is key to trigger immediate action)

Scarcity (e.g. fast action bonus, limited spots)

Create external scenario

The two options - Reinforce duality

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Rock-bottom

Top of the mountain

Risk-reversal
Unconditional guarantees

Conditional guarantees

5) The Chain of Beliefs

Think like a prosecutor proving a case. We're not selling, we're solving. Show
why the thesis you have is the best solution. Prove it to them.

What do they need to believe to accept the thesis?

What do they need to believe about you?

What do they need to believe about themselves?

What do they need to believe about the Marketing Thesis?

What do they need to believe about other solutions?

Everything you say/show/present should be designed to get the prospect to accept

the thesis.

If an argument is not moving the prospect closer to accepting the thesis, it should
not be there.

Examples

Digital Renaissance

There's a secret war going on behind the scenes.

The puppet masters are trying to control you. They try to keep men weak, because
when so happens, men obey and then they can push their agenda. And I don't need
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to tell you this. You already figured it out by yourself, by looking at the things that
have been happening around you.

It's all about control.

What if I told you this has already happened before? The Dark Ages

Hopefully, after the Dark Ages humanity experienced one of the most prosperous
times in history: the Renaissance.

People - more specifically men - were tired of the worldview that had been
propagated for centuries that viewed man as a sinful & rotten creature.

The Renaissance was a period of "rebirth". The rebirth of man.

The renaissance man pushed the boundaries of what was thought possible in
science, technology, art, and architecture - and men started to be seen as God's
creation endowed with reason, with strengths, and created in His image.

People became aware of their abilities and strengths in a new way

The renaissance broke the church's monopoly on knowledge one of the most
important bastions of the church. The traditional myths propagated by the church
simply weren't acceptable anymore. Knowledge was now widely available.

For the first time, self-confidence and pride in personal achievements were no longer
seen as sinful.

History repeats itself. We’re about to experience a a new "Renaissance" period. But if
you don't act fast, you'll be stuck in the New Dark Ages

The only way to escape it is by becoming a New Renaissance Man

A man that gets to play by his own rules and get to enjoy financial, location and time
freedom.
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In order to become a Renaissance Man you need 5 elements:

■ knowledge from the ones that did it before you,

■ a community of people working towards the same goal as
you,
■ an online business
■ accountability
■ self improvement.

The best way to acquire these 5 traits is through Agency Navigator.

Remote Revolution

Episode 1: The 3 keys to success

Key 1: The limitation is the conventional path. The difference between me and you
is that I decided not to settle for the conventional path.

Proof points:

Personal experience: If I had chosen the traditional path, I'd probably have very
similar results and be on a very similar place to where most people are today.

Logic: You cannot expect to achieve unconventional results if you follow the
conventional path.

Audience's own personal situation: doing things because you want vs doing things
because others want (duality)

From the moment you woke up today, to the moment you went to sleep, out of all
the decisions you took, how many of them were actually your decisions vs other
people’s decisions. And in 5 years, will you want to be doing the exact same thing?

Seeding the narrative of decision.

Duality: walking your own path vs walking a path that was put in front of you.

Key 2 - You're either on the internet or you're nowhere: all the future innovations
will happen on the internet. So you’re either part of it, or you’re gonna get left
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behind. Right now you still have a chance, a few years from now you might not have
one.

Proof points:

Before vs after: 1 Year on the internet is like 10 years outside of it. showing what the
internet looked like just a few years ago.

Examples: travel agents with the advent of websites like AirBnB and booking.com
The same is happening as we speak to illustrators, writers, translators.

Scientific backing: Moore's law

Dualities: you're either on the internet or you're nowhere; join now or get left behind

Key 3 - Playing to strengths vs playing to weaknesses: If you feel like you've a lot of
potential hidden inside of you, and you're still struggling with little to no results in
life, exactly like I was 7 years ago, that's probably why. You're most likely walking a
path that has been put in front of you, instead of choosing your own - one that plays
to your strengths rather than your weaknesses. That's why on Wednesday I'm giving
you something that no one else has ever given you: options.

Proof points:

Damaging admission: for the longest time I've been wrong about this.

Authority: I've made multiple 6 and 7 figures and each one of these industries

Personal experience: my own employees

Duality: one way vs multiple ways; walking a path that has been put in front of you,
instead of choosing your own

Episode 2: How to achieve 10 years of progress in 1

The 3 paths:

Service-based business
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Remove pain-point: don't require you to learn or deliver it yourself

Benefit: get all the work done for you

Gain potential: ±5 clients to get to $10,000/month

Risk-reversal: there's no way to lose money with it

Track-record: proven to work for our students. There’s a lot of people who also
achieved their first million online. Retired their parents. Bought a car. A house.

Testimonials: student success cases

Science-backing: personality test. Star signs effects. People wear this hat and say
“this is me” - and by doing so, you're giving them an excuse as to why they have
failed in the past - throwing rocks at their enemies. It was not your fault, it was the
vehicle they showed you.

Sales

Success story: Paul's story

Mentor's positioning: Paul has created hundreds of 6 figures sales reps

Track record: scaled our company from 3 employees in his team to over 40 in 3
different teams

Appealing to laziness/risk-reversal: getting all the benefits of starting a business,

without the downside of it.

Ease-of-implementation: learn very fast, companies hire a lot because is a no-risk

position.

Potential of gains: you only need a few sales in order to make 6 figures with it.

Objection Reversal: you don't need to be extrovert or super social, in fact, the best
closers are introverts

Science-backing: personality test. Star signs effects. People wear this hat and say
“this is me” - and by doing so, you're giving them an excuse as to why they have
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failed in the past - throwing rocks at their enemies. It was not your fault, it was the
vehicle they showed you.

Copywriting

Success Story: Luis's story

Appeal to greed: the same text can be sent to 100 or to 1,000,000 people. So you can
make 10x more without having to put any extra work.

Objection reversal: you don't have to be good at writing, in fact, if you're good at
writing this is probably a problem.

Risk-reversal: you get paid in commissions, but you also get a base salary.

Science-backing: personality test. Star signs effects. People wear this hat and say
“this is me” - and by doing so, you're giving them an excuse as to why they have
failed in the past - throwing rocks at their enemies. It was not your fault, it was the
vehicle they showed you.

Episode 3: The Secret to Success ****

The secret to success

“Information is the currency of the 21st century”

“Information is the new oil of the digital economy”

“Information is the most valuable currency today”

“Information is freedom”

It's not wrong, it's just outdated

People make it sound that as long as you have information, you have access to a well
of unlimited success and prosperity… As if information was an extremely-hard to
acquire asset, guarded only for a special few.
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Analogy: gold. Imagine there was an unlimited mine of gold, what would happen?
it's value would plummet. That's what happened with information.

The secret to success is not information. Neither is resources.

AirBnB became the biggest hospitality company in the world, without owning a
single room.

Uber became the biggest transportation company in the world without owning a
single car.

Alibaba became the world's most valuable retail company in the world without
having any inventory.

Their success comes down to access

Uber doesn’t own any cars, but they have access to a fleet of millions of cars
worldwide.

AirBnB doesn’t have any properties, but they have access to millions of properties in
more than 100,000 different cities.

Alibaba doesn't own any inventory, but they have access to virtually unlimited
amounts of products.

Success in life comes down to access

Access to the right people

Access to the right knowledge

Access to the right opportunities

Would it be out of this world to think that if you had access to better opportunities,
you'd do better off than you're today?

And if you had access to the right knowledge, don't you think that the likelihood of
you knowing how to take full advantages of those opportunities when they present
themselves would also be much higher?
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And if you had access to the most knowledgeable and wealthy people in the world?

Don't you think that the likelihood of you accessing the most valuable knowledge
and coming across the most valuable opportunities are also 10x higher?

One brings the other.

In a world where information is abundant, access has become the new gold.

How to get access to the right opportunities

It all comes down to

Being aware of the right opportunities… Otherwise they'll just go straight over your
head.

It's also about being able to take advantage of them, when the right opportunity
presents itself.

Yesterday I gave you the right opportunities.

How to get access to the right people

A simple 5 minute conversation with someone who has a little bit of experience on
this industry would have saved you 5, 6, 8 months of your life - and an unmeasurable
amount of stress.

Every successful person talks about having mentors

Mentors don't give you the secret to success. They just avoid you from making
mistakes that will cost you months - or even years- of your life.

Machine learning example: AI improves through feedback.

How to get access to the right knowledge

What most people don't realize - is that they probably have come across the right
opportunities a few times already…

And they missed out on them.

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Or you're gonna tell me you didn't hear about bitcoin and even thought about
investing on it back in 2015, when it was worth less than $1,000?

The reason we did - is because we lacked the right knowledge to:

Identify that it's a great opportunity

Take advantage of it.

So, at the end, we're faced with a very tricky scenario when it comes to having
access to the right knowledge…

In one side we're faced with an algorithmic war: Artificial Intelligences that want to
push you down a rabbit hole of endless content consumption, without you ever
succeeding.

On the other hand, you have universities with their broad and non-specific
curriculums, which is unnecessary long and have little-to-no application in real-life.

That's why I'm starting a revolution. I'm giving the world access.

6) The Perfect Lead

The purpose of the lead is to meet the customer where they are, and lead with
a message that gets through their self sealing logic cycle.

8 Leads Themes

Offer lead

This is when you lead your message with an offer. Offer Leads almost always mention
the product, the price, discounts, guarantees, and other related “deal” elements very
early in the lead, if not in the headline.
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When to use it: products that are easy to explain and for prospects who already
know something about you, about what you’re selling, and even about the market
value of what’s for sale.

Invitation lead

An “Invitation” lead is a more subtle variation where you still want to lead with an
offer, but you want to make it sound more exclusive - and don't necessarily lead with
the price.
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When to use it: When you want to lead with an offer, but without having people
shopping for prices, for example. In the example above, it wouldn't be a good idea to
lead with a price because you still need to create value to justify the price being
charged for this service.

Promise lead

This is basically where you lead your message with a promise or a claim about the
result people are gonna experience, instead of a claim about your product itself. In
the book “Great Leads”, Michael Masterson say: “In a classic “Promise” ad, the big
promise is your headline, your first line, and often your last line, too.”
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When to use it: Promise Leads work best with “mostly aware” prospects who are
almost ready to buy, and you want to convince them why your solution is the best. As
time passes, promise leads tend to be come less effective and more challenging to
write, as every industry tends to become more competitive, and as a result, market
sophistication increases.
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Problem-Solution Lead

Majority of the copies we have written so far start here. We start by verifying a
problem they experienced, and then using that we pivot to a solution.

When to use it: when your prospect experiences a pain point/problem and is not
aware of the solution.

Secret System Lead

As humans, we're naturally drawn to secrets. We're very curious creatures, and this
type of lead takes advantage of that. As I have mentioned already, the best
positioning you can have for your promotion is framing it as “the best kept secret
hidden in plain sight”. That's what we do here.
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When to use: this is one of the best lead types to use in highly competitive industries,
where you have to differentiate yourself through a mechanism or different system.

Proclamation/Prediction Lead

Proclamation Leads are one of the most indirect approaches you can have to your
promotion. They're purpose is to draw in the “unaware” readers. And, majority of the
times, not only draw them in, but also to shock them as you do so. Usually with a
shocking future forecast or prediction, or maybe with a bold statement. Again,
quoting Michael Masterson in the book Great Leads “the goal is to disarm the
prospect for just long enough to work your way back to the product and your pitch.”
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When to use: when you want to create awareness about a problem people are not
aware about. If you want to scale out of your current target market and appeal to a
larger audience, this is the way to go. This is my favorite lead type personally, because
it allows me to create a strong narrative and tie it to something bigger than just the
product. Also, I can use this same narrative to create the need for the product, before
people ever know they need it.
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A warning: Proclamation Leads can’t really be written, at all. They have to be found.
Great Proclamation Leads almost always come from research. The ideas for Digital
Renaissance, another event we ran earlier this year called “The Reset”. They came
after weeks of research on historical documents and reports.

Story Lead

This indirect way to open a promo and also one of the most powerful. Everyone loves
a story. Stories are the best way to create authority for you and your product, without
having to rely on direct claims. Testimonials, guru bios, historical proof, or track
record — all yield Story Leads. You just gotta be skilled enough in order to connect
the story back to the main problem or promise of your promotion, which requires
quite a bit of experience to do effectively.
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When to use it: to the most unaware type of prospects, or for specific niches where
you see that stories tend to work well for competitors.

Careful when using indirect leads…

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Again, as powerful as they can be, you do have risks to consider when testing indirect
leads. Only use these if you're experienced.

You might accidentally use an indirect lead when you don’t need to.

You might pick a lead that’s too indirect to connect back to your product.

You risk being too subtle by taking your time to get to the product.

You risk boring your customer by taking too long to get to the product.

You risk getting distracted by writing something “interesting” but not relevant.”

Lead checklist

[x] Must expand on the big idea

[x] Sells the viewership

[x] Sets the stakes (give people a reason to read now)

[ ] Provides proof of promise

Unique Proposition

Digital Renaissance: A New Era is approaching us... Deplatforming. War on freedom.

Media propaganda. There's a much bigger story here that's not being told... And the
only way to protect yourself is to become a top 1% man and master the art of success,
status, and power. On November 14th, I'll show you how.