Licensed to Kim Wellington <kimwellington@nethomebuy.

info>

How I Went
From Rags
to Riches
on the Internet
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Matt Furey
Order ID: MFGMP-202309190442-111833
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HOW I WENT FROM RAGS TO RICHES ON THE INTERNET

A Matt Furey Book / July 2015
All rights reserved.
Copyright © 2015 by Matt Furey Enterprises, Inc.
No part of this book may be reproduced or transmitted in any form or by any means, electronic or
mechanical, including photocopying, recording, or by any information storage and retrieval system,
without permission in writing from the publisher.
Order ID: MFGMP-202309190442-111833
 Matt Furey’s…
Internet
Marketing
Money-Generator
The Newsletter for Online Entrepreneurs

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January 2006

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How I Went from Rags to Riches Online

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A few days ago I received the final figures for the gross sales I did on the Internet in 2005. All I can say
is “Wow!” I am incredibly grateful for how well I’ve done – which motivates me even more to stretch
myself to do even better this year – in part by helping YOU, the reader of this n/l, do better.
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Another one of my goals for 2006 includes helping those in my MasterMind/Joint Venture Connection
and Millionaire MasterMind groups climb further up the ladder of success. And the good news is I’m
already helping many people kick more butt than ever before. When I hear of their successes, I’m damn
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proud – yet I want them to know – they ain’t seen nothing yet. Making five figures a month online is no
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big deal. Making six figures a month is much better. And seven figures a month, well, that’s getting a bit
closer to heaven!
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One of my most recent successes is Brooks D. Kubik, a Louisville, Kentucky, lawyer – www.
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brookskubik.com – whose passion lies in strength training, health and fitness. Brooks attended my
seminar last October and enrolled in my MasterMind/Joint Venture Connection – and he truly is a
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DOER. A few days ago he wrote to tell me that he has 25 x’d his previous monthly income by following
the Zen Master of the Internet’s methods. And he’s just getting warmed up. Pretty soon, like my client,
Dr. Dave Woynarowski – www.drdavesbest.com – he’s going to be retired from the lawyer “thing”
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while he rakes in a million plus dollars per year online. I can hardly wait to witness this event – and I
assure you, it IS going to happen.
Which leads me to wonder how anyone can still be skeptical, unconvinced or lukewarm about the
viability of the Internet as a legitimate and very smart way of making a fortune. Normally those who are
skeptical about the Internet fall into one of three camps:
1. The people who don’t believe in anything – even those things that can help them.
2. The people who are afraid of change because it forces them out of their comfort zone.
3. The people who believe so strongly in direct mail that they refuse to see the Internet as just as
good, if not better, than the “horse-and-buggy-only” method of marketing.
I, for one, believe in and use as many forms of direct marketing as I can. And so have all the modern
companies I truly respect, like Agora, Phillips, and so on. For example, several months ago, Greg
Grillot, an ace copywriter for Agora, wrote an email promotion selling a life-time financial newsletter
membership to the tune of more than $3,000.00. I spoke to him last October and he (as well as

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others with Agora) told me that the email brought in $6.5 million dollars in ONE WEEK! A phenomenal
sum, eh? All done with the simple push of a button.
Four or five years ago Agora was struggling with their direct mail campaigns. They went online
and combined their approaches – and they have never looked back because they’ve doubled their
business to circa $200 million in annual revenue. Nothing to sneeze or turn up your nose at, is it?
That’s why I believe that any business that does NOT have a website and does not engage in making
a good portion of their monthly income online is just plain foolish. I like to refer to them as ‘SS’
– which means “stupid stubborn.”
I coined the term a couple years ago while eating with some friends at my vacation home on China’s
Hainan Island. Whilst partaking of my favorite cuisine, which I eat almost daily, my brother-in-law and
his friend told me to try eating some of the fish they had laid out. I refused. They then asked me to
try some noodles. I refused again. The reason for not eating fish was simple. I’m allergic to them. The
reason for not eating noodles was also simple. Too starchy and causes me to gain weight.

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Naturally, they told me I was stubborn because I wouldn’t eat the food that THEY like so much. In
response I said, “Yes, I am stubborn. But there’s a difference between stupid stubborn and intelligent

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stubborn. Stupid stubborn is knowing that something is probably not helping you or COULD help you
– but you refuse to change anyway. Intelligent stubborn is knowing that something is NOT good for

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you so you stay away from it – or IS good for you, so you embrace it.”
Well, I cannot think of a single business that cannot benefit from being on the Internet. Pete Lillo
– www.petetheprinter.com – our direct-mail expert and printer, for example, has a business that, at
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one time I would have thought could not benefit from the Internet. Yet, he recently told me that he
sells more business per week because of his online presence than he used to sell in a month. In fact,
he says he does 8x more business total, since he went online a few years back.
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And so, in my book, anyone who is NOT online or who is not actively engaged in learning how to
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market online, is “stupid stubborn.”

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The Internet isn’t going away. Neither is email. Yes, email might not always be FREE – like it is now,
but it ain’t going to die out any day soon, and thinking it will is, in my opinion, paranoia run amuck.
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Now, just in case I’m wrong – hear this: Even if email ever does get completely shut down (which is
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not likely to happen) – never forget that when one door closes another opens – and the new door
that opens is generally bigger, better and much more lucrative than the old one. So have no fear,
my friend. Get on the Internet and get on NOW. And if you’re already on it, start using it with greater
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courage and confidence.

In this issue, to prove my point about the viability of the Internet, and to help you get to know me
better, I’m going to give you the slightly-edited transcripts from a recording I made in 2002, back
when I had my first $1,000,000.00 + year in online sales – something that would be a joke for me
today. From this transcript you’ll be able to see that, even NOW, even today, some 10 years from the
date that I began online, you can jump in and start making a profit even faster than ever before.
I figured out much of what I now know from the school of hard knocks. With my guidance, you get
to go to school and learn what to do without having to suffer the hard knocks – that is, unless you’re
“stupid stubborn.” And that’s just not possible if you’re reading this n/l, is it?

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this
newsletter are not responsible in any manner whatsoever for any loss resulting from the use or practice of the
information presented herein. The content of this newsletter is for informational purposes only and is offered
to assist people in their individual education and research. Inidividual results will vary in the quest to increase
personal wealth. No promise or guarantee of results is implied or suggested.

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Okay, onto the transcripts – laced with a few up to date remarks that you’ll see marked off as
follows… [Note:]
Enjoy.

H ello, this is Matt Furey, and welcome to Knockout Internet Marketing.

I’m literally sitting at my home office at the present time, talking to you about what it is I do to
make money online.
Now, the reason why I’m sitting in my home office is because that’s where my office is. I don’t have high
overhead, big-time staff. In fact, almost all of our work is done by my wife and myself.
[Note: Today we have an in-house fulfillment company that handles almost everything. My wife and
I do less and less and make more and more from the little that we do. Yet, it is important to say that
we know every phase of the operation because we’ve done it, and I believe this is crucial. Moreover, I
believe that a husband-wife team should be able to handle everything involved in fulfillment up to the

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one million dollars per year mark. After that, in order to grow, you will probably need to enlist help.]

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So, the key thing I’m going to be talking about is how I basically went from rags to riches on the Internet.
And how, this year alone, in 2002, we’ve done well over $1-million in sales. In fact, our goal was $1.2-

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million, and we blew through that sometime ago.
So really, in order to give you a lot of the nitty-gritty of what it takes to succeed online, I really truly
believe it’s important to tell you my story, how I got started in the business world, how I got started
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online, how I made money online, and now how I make BIG BUCKS online. And by hearing my story,
you’re going to be given many, many keys to the kingdom that are going to help you tremendously.
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At the same time, you’re going to start to realize, if you don’t already have an online business, that you
ought to. And I say that very, very strongly for 2 reasons:
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1.) It only costs $8.95 to have a website hosted each month. Yet with that website, you are literally able
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to test and find out what people will respond to and what they won’t, very cheaply.
2.) When you use your website in conjunction with other media, magazines, newspapers, postcards,
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radio and t.v., for instance, the sky is NOT the limit.
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This thinking alone is what has separated me from all the other so-called ‘gurus’ of the Internet.
The World Wide Web is not the “world.” It is only PART of a larger whole. Then, when you run it in
conjunction with some online and offline advertising and promotions, the sky is not even the limit.
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My First Business
In January of 1987, after I graduated with a degree in speech-communications (which was all but
worthless), I moved to California and opened a personal fitness training studio. I spent the next 9 years
of my life as a full-time personal fitness trainer, training men, women and high school wrestlers one-on-
one or in small groups. I was quite literally, the first commercial personal fitness studio to open in the
Santa Cruz, CA, area.
My personal fitness business was successful in that I had people to train all the time. I just had no idea
how to increase my income without working harder. Moreover, I didn’t know much about marketing.
Selling, yes – but not marketing, and most certainly NOT the development of information products.
I was simply a manual labor guy working for an hourly wage. At first it was fun, even thrilling. But it
didn’t take long for me to feel trapped inside this so-called successful business. I wanted out. I wanted
to grow. I wanted to expand my knowledge to a much broader Universe, where I could be handsomely
rewarded. Thing is, I had no clue how to go about doing that. What’s worse, I didn’t know where or how

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to find the knowledge that would move me ahead – but I was sure of one thing, if I ever did find the
knowledge, I would pay whatever price was necessary to get it. In fact, I would figure out a way to pay
double, if need be.
So I was really looking for a way to get out of the manual labor part of being a personal trainer – not to
give it up 100%, but to have some other stream of money coming in, a stream that would flow to me,
hopefully forever, from expending effort ONE TIME to create a book or some other product that would
sell and sell and sell.
Going through the traditional publishing route, that is, getting 100 of more book proposals rejected to
land a single acceptance offer from a publisher, then having to wait a couple years while the editors
tinkered and tattered with the manuscript, making me change every word and so on, that just didn’t
appeal to me. But being a world-renowned author who’d made a bundle of dough from his own efforts
– I liked that idea.
The Ad That Changed My Life

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Then one day, in the summer of 1995, when I was leafing through a conspiracy theorist newspaper that
a client had brought me, I came upon an intriguing ad by a man named Ted Nicholas. The headline for

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that ad was, “You, a Millionaire Writer.”
I read the entire ad, every single word of it… and at the end of it he asked you to call his number in

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Indian Rocks, Florida to request a free special report. I ordered that special report and within a few days,
it arrived. At the time, my wife, Zhannie and I were financially strapped – and Nicholas was asking for
$317.00 to buy his course on how to publish a book and sell a million copies.
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Well, I didn’t care how strapped we were financially, when I read that “special report” I saw that this was
the ticket to fulfillment of my goal. So I scraped up the money. I coughed it up. I ordered the program.
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And that course changed my life. I realized right then and there, that self-publishing was the way to
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go. Not only would I be able to publish whatever I wanted whenever I wanted and however I wanted it
published, but also, at the same time, I could get all the money for it, minus advertising and the cost of
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producing the product.

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Within a couple of weeks after getting the course, I pounded out my first book, The Martial Art Of
Wrestling, Then I made the horrendous mistake of getting 2,000 copies printed because I could get
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them for $2.00 each. Didn’t know about anything called “print on demand” back then – and even if I
did, I just KNEW that my book was going to be a huge hit; I just knew it would sell out within a month or
maybe 2 months at most, and I’d have to reorder another couple thousand copies. Maybe even 5,000
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copies, or more, because my book would be a blockbuster bestseller immediately.

Well, guess what? It wasn’t. I had a garage full of those books for a long time. I did eventually sell all of
them. In fact, the book still sells today. But it was not and probably never will be a HUGE seller. Even
so, that first book was important to me because it got me started – and because, after I had sold a few
hundred copies of it, I caught the information-marketing bug. That’s the bug you catch when you’ve sold
one of your books or one of your videos and you’ve made some money which causes you to suddenly
realize, “Hey, this is the business! If I create something else, maybe I can make even more money.”
So after my first launched product, I got a little bit smarter and I started to write books and special
reports that appealed to a market of people who really like to buy.
Now, here’s when my life began to change once again: In 1996, a few months after publishing The
Martial Art Of Wrestling and a set of three videos that went with it – and after taking out an ad in Black
Belt magazine that brought in some money, we’d make – on average – about $1,500.00 a month. That
was certainly preferable to taking out an ad and losing money.
Well, around that time, one of my clients, Adam, a 16-year-old high school kid, computer geek/computer

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nerd, asked me the magic phrase during a workout: “Why don’t you put your book and videos on the
Internet and sell them?”
Now, when he said this, I asked him a question in return, and believe me, it was very, very, very profound
question. I asked, “What’s the Internet?”
Literally, I had no idea. I didn’t know what a modem was, I didn’t know what email was, I had never
heard of discussion boards or bulletin boards or chat rooms or anything like that – and I was not alone
back then.
The second question I asked Adam was even better than the first, and it cut right to the hear of the
matter. “Do you think I can actually make money this way?”
Adam just smiled and said, “Of course.”
[Note: Remember, this was a 16-year old kid, talking, and he had total confidence in me as I do in
YOU. Yet, my question and his answer are still being asked by people today. “Do you think I can
actually make money on the Internet?” Or a close variation, “Isn’t it too late to get started online?

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Isn’t it already too crowded? Well, believe me, no matter how many websites there are on the
Internet, there will always be a tremendous shortage of good ones.]

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At the time, I did have a computer, so Adam helped me get a modem and an email program set up. Then
I gave him all my advertising copy for my book and videos. Honestly, I had no idea what a website was;

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a URL was; how to create a website; nothing. So Adam took all my information home on a disk, and a
few days later he showed me how to connect to the World Wide Web, and he brought up my very first
website, www.BodyByFury.com.
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Wa-hoo! But… now what?
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After Adam put up the website that advertised my book and videos, something uncanny happened – and
at the time, I had no idea how it happened. Someone called my office one sunny afternoon and said, “I’d
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like order your book and videos.”

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I said, “How did you hear about them?” I figured he’d say, “Saw your ad in Black Belt.” But instead, he
said, “Saw your website on the Internet.”
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I asked Adam how this guy found my website and he said, “Search engines.”
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“What’s that?” I asked.

“It’s this big, giant program that people can use to type in key words on something that interests them,”
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he said. “And after they type in the key words, websites that have the information that goes with those
key words will come up.”
Huh? I was totally lost. Had no earthly or cyber idea what he was talking about.
Well, this order was for $119.00. And my cost for this guy to find me was nothing. THAT, I understood
– so I was ecstatic.
Now, at that time, when somebody saw your product on the Internet, they called to order. They didn’t use
shopping carts and things like we use today; things that make everything so incredibly easy. At the time I
didn’t know anybody who pulled out a credit card and bought online, but that changed soon afterward.
Anyway, about a week later, I got another order for $119.00.
Then I found out that you could go on these places with names like CompuServe and you could put up
posts on something called a bulletin board. Again, I didn’t even know what these boards were, but I had
to try something other than just waiting, wishing and hoping for more orders. So I went on this board and
wrote a paragraph that raved about this great wrestling book called The Martial Art Of Wrestling, and I
said, “If there is anybody out there who is interested in it, let me know.” I hit send and I guess it went out

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to everybody who was on that board.

Who Lives At The North Pole?
Well, about a week later, when I figured out how to check my email – I didn’t even know how to do that
yet – I found several messages for me. One was from North Pole, Alaska. Now, before that, the North
Pole – to me – was like Timbuktu or Green Acres. These were places you heard about on the television
but they didn’t really exist in real life, or did they? Unreal.
Okay, so that was the first person who responded. The second was from Winnipeg, Manitoba – in
Canada. And the third was from Scotland. All 3 of these people bought my book. They called and placed
an order for it and I shipped it to them. All 3 of them lived as far away from my home in California as you
could get (at least that’s how I thought about it). And that stunned me. I didn’t send anything in the mail
and I didn’t reach them through a magazine advertisement. It was on this thing called the Internet.
[Note: How on earth would I have found these people if I had a brick n mortar store trying to sell
my products to people who only lived in my area? It would have been impossible, unless they were

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visiting or had a friend who bought for them. Yet with the NEW technology, I could have a store that
people from all over the world were able to visit and buy from. What a concept.]

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As my excitement for this information publishing grew, my desire to train people one-on-one in the
business of fitness decreased substantially. In fact, because my desire to be in the information marketing

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business on the Internet was so strong, I literally put myself into a financial crisis. This is not something
I recommend you do. But I literally took a successful fitness training business where I had as many as
40 people to train on a regular basis and dropped it down to about 18. As a result, I barely had enough
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money to pay the bills. In fact, I didn’t have enough money to pay the bills.
So what we did next was make some contacts in San Jose, CA, about a half-hour from where I was in
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Santa Cruz, and we moved, so that I could get completely out of the personal training business and go
full-time into the Internet world. We had to borrow money from one of my wife’s friends to pay the rent
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in order to make the move into a new condo in San Jose. The great thing, I thought, was that I no longer
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had this thing called “overhead.” My gym in Santa Cruz, that was a tremendous burden and now it was
gone. But still, I had to pay the bills and the orders weren’t coming in fast enough for me to survive, so
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I did what I was familiar with. I found a few new clients immediately. In fact, the lady who leased the
condo to us was the first new client I signed up.
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Then, I made another very wise decision. About 8 months into our new home, I decided I’d better open
up a martial arts school where I could train people one-on-one. Huh? Yes, sometimes, you need to learn
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your lesson twice to really get it.

Anyway, we got a loan and bought a wrestling mat that cost us $5,000.00, signed a 2-year lease with an
option for a third year, and started the whole process all over again.
But there were a couple good things that came from this idiocy: One, I was smart enough to realize
that I’ve got to create more products that people want to buy, and I can use this martial arts studio
as the place where I make the videos. And two, I can ask my students to volunteer as the subjects I
demonstrate on. They were glad to volunteer their time and that was a big help.
I took out more advertising in Black Belt. And, on average, we were doing, like before, about $1,400.00,
$1,500.00 in sales per month. Nothing to live on.
Then, I did something really dumb. I realized this ad in Black Belt was costing me about $750.00 a
month, yet the Internet was “sort of” free. Being I needed every dime coming in to pay bills, I opted
to discontinue the advertisement in Black Belt, in part, to see what would happen. Would I still bring
in money without the ad in the magazine, if I simply focused on the Internet? Well, a strange thing
happened. We still brought in the same amount of money, even without the ad. Hmmm?

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At that point I chose to be very, very frugal with any spending of advertising. This frugality turned out to
be a good thing because it forced me to be creative; to find the maximum number of ways I could make
money while spending or investing the minimum amount of time and money.
What I Learned From A Porno Website
Now, let me appear to be deviating from the topic (I’m not) – but there was a website that I found early
on, in 1997. Now, this is not being told to offend anybody. This is simply part of my story. There are
elements of this that you can learn from, no matter what you do or who you are. So here it is, straight
out: I found this soft-porno website, and this one happened to be the personal website of a porno star.
Her name, Asia Carrera.
I found myself going back to her website, AsiaCarrera.com regularly. But there was really very little
in terms of pornography on her website. In fact, at that time there was nothing you could even buy on
her website.
Why did I keep going back, then? The reason why is because there was a link that said “Bulletins.” And

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when you clicked on that link, she would have the date, say 11/15/97, and under the date she would have
an update on what was going on in her life. And she would tell us her latest story.

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“My cat got run over by a tractor,” or “I just bought a new Corvette,” or “Next week I’m going to Hawaii
to film a movie,” or “My husband and I just broke up, I moved out, he moved in.” The next time it might

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be, “Now I have a new boyfriend. He’s from the UK.” And it went on and on like this. None of her posts
had anything to do with pornography; she was a very unique and interesting person to observe.
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I found myself going back and reading her bulletin every day, to see if she put up anything interesting,
unusual or new. Well, what I found out was that I wasn’t alone in this. There were a lot of other people
going back to her website every day, too, to see what the update was.
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[Note: This was well before the so-called “blogging” of today. Make another note: People are voyeurs.
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They enjoy observing other peoples’ lives. And many enjoy, vicariously, the life of someone else.]
Now, one thing I want to say about the Internet is it scares a lot of people who don’t know anything about
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it. But in reality, when you think about it, almost everything on it, i.e., most of it, is already going on offline
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but in the offline world you’re holding pieces of paper in your hand. But the truth is it’s the same idea.
Do people not open the newspaper each day to read Garfield or Peanuts or the Family Circus, or
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whatever their favorite cartoon is? Do they not tune into their favorite columnist in the newspaper or in
a magazine? Of course, they do. And that’s the same thing that happens and can happen online. And
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that’s what was happening when I was going back to this Asia Carrera website each day.
Then I realized, “Man, maybe I can follow this same sort of approach.” So I had Adam do something for
me. And at the time, we did it just like Asia Carrera did, we had a separate “bulletins” page that I could
add to each day.
[Woooh – Fure-cat was blogging back in 1997 – noooo!].
And each day, Matt Furey would rant and rave or talk about what was going on in his life, what’s next on
his agenda, or I’d just say something controversial or give an opinion that riled people up. Anything. But
something got put up every day and I was hooked. I felt like a newspaper columnist, too.
Well, guess what happened? I didn’t get a million people coming to my website per month, like Asia
Carrera, but I got a lot more people coming. And the more people came to my website to read what I
had to say, the more money I started to make. I was attracting people who wanted to read what I would
write next. I was capturing voyeur traffic.
Then, in December of 1997, I was asked to go to China to compete in a world Shuaijiao Kung Fu
Tournament. I welcomed the opportunity as I believed, if I won, it would help me more effectively

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market myself. I saw this not simply as an opportunity to go to China and compete in this tournament;
I saw this as “Matt Furey goes to China; if he wins, he’s got a hell of a story to tell on the bulletin page
of his website.”
Now, I believed that my chances of winning were excellent, if I trained hard, prepared myself and used
my brain; my chances were excellent if I figured out the Chinese strategy in advance and came up with
something they weren’t ready for and weren’t going to be able to defend.
As fate would have it, I reached the finals. Then I competed against the Chinese and Mongolian national
champion and did the unthinkable, becoming the first American to ever win a world Kung Fu title in China.
Well, when that happened, I used that as my drawing card or my hook, or whatever you want to call
it, for every product I made after that. And my sales went from $1,500.00 a month to $4,000.00, to
$8,000.00, to $12,000.00, and then they kind of got stuck at $14,000.00 a month. So much for the world
title making me rich. It helped, but not nearly as much as I thought it would.
[Note: People are quick to discount themselves or their knowledge because they don’t think they’re

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the best at something. Or they imagine that I’ve succeeded online because of my titles. Yet, after I
won the title my income did NOT explode to the level it is at today, wherein I bring in hundreds of

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thousands of dollars per month. If the world title was the key to my online success, why did it take
so many years for it to manifest? People who cash in on their credentials do so when the iron is

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hot; right after the victory. The iron sure as hell does not get hot five years after the fact. You CAN
succeed online with far less credentials than you may think are necessary, and I’ve seen it over and
over again. It is the marketing of yourself and your products that counts; it is the positioning of the
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benefits you have to offer the prospect. Your credentials generally have nothing to do with benefiting
the prospect or customer.]
Again, though, I was doing the right thing: Writing everyday and amplifying everything I was doing with
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my daily posts.
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[And truth be told, that is one of the seven biggest reasons for my success.]
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By that time, I had bought another URL – www.CombatWrestling.com.

My Dad’s Opinion
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In January of 1998, when I got back from the tournament in China, when my Internet-based income grew
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to the $4,000.00 mark, I remember telling my dad, “This is great! Eventually, if this continues, I’m going
to be able to stop this martial arts studio and do info-publishing on the Internet, full-time.”
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My dad, being an attorney, then said, “Well, you’d better hang onto your training business because you
don’t know how long the sales at this rate are going to last.”
Well, he was right! Those figures didn’t last. They doubled and then they doubled again, etc.
So what I’m saying is this: When the money starts to come in, it’s so exciting to not be in a position
where you’re doing manual labor. You’re just opening checks and looking at your email to see what
orders have come in. It’s a beautiful, beautiful way to live.
Another thing that I found out in 1998 was that people WILL place an order online. They no longer
needed to call you to place their orders. This started to change towards the latter part of 1998, and it
was mostly sparked by the media around Christmas time, saying, “This year millions of people are going
to be ordering their gifts online.”
The media may have manufactured the whole story, but what they said made the public believe it was
true. And from then on, ordering online exploded – and it continues to do so, year in, year out.
[Note: This means that once you get a website up, you MUST take orders online, via credit cards, if
you want to maximize your sales. Many people, believe it or don’t, will NOT jump through the hoops.

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They will not call. They will not mail a check. They want to order online, anonymously, and RIGHT
NOW. Deprive them of this immediacy and they’ll go buy from someone else.]
Over the next couple years I continued to promote myself and my products via my “bulletins” page – and
I started to do seminars and bootcamps, all of which I promoted online. I didn’t take out any ads in the
magazines at all, but I did start doing something else, and that was to write articles that got published in
these magazines.
Leaving California Behind
Then, Zhannie and I decided we were going to get out of California. And this is an important point to
make for any person in business. A lot of people are making money and bringing money in, but they’re
not saving any. We were prime examples of this. Our income had grown to around $14,000.00 a month,
and there was nothing left after we paid the bills. So Zhannie and I decided, “Let’s get out of here. San
Jose, California, the Silicon Valley, is not the cheapest place in the world to live.”
So we started putting away a minimum of 10% of our gross income, and when we had about $20,000.00

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packed away, we moved to Florida, where we still live today.
[Note: We began saving 10% when we didn’t think we could. Very soon the 10% grew to 20% and

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more and we had extra money for the first time in our lives. This, by the way, is a Universal Law
about money that you’d be wise to adopt immediately, if you haven’t already. I’ll explain more on

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this in the future.]
Part of the reason we moved to Florida was also so that I could train with a legendary wrestler named
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Karl Gotch, an old-time pro wrestler who really knew how to wrestle for real and knew how to do it the
professional way.
So I came here and learned from him and studied under him. And from some of what he taught me, not
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only in physical fitness, but in fighting and submission wrestling, I was able to add more expertise to the
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products I chose to create.

After we moved, our income dropped to $6,000.00 a month because we were spending all of our time
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trying to find a place to live and get all of our furniture. Plus I had no income coming in from training
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people. All of it was from the selling of products online.

So again, even though we were in a place where the overhead was gone, we had another financial crisis.
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At that point I realized I’ve got to put out a new book and hopefully, this time, hit a homerun and make
some good money. Well, a friend of mine, Jim Martin, out in California, told me that there was a place
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where you could print your books “on-demand” and have them perfect-bound, spiral bound – or
whatever style that was needed. Sounded like the plan to me. Twas far better than filling a garage with
books and then trying to figure out how to sell them.
And so, in February of 2000, I released my newest book, Combat Conditioning. But unlike before, I
played it safe. I got a photo of the cover, also known as a “jpeg” ready before taking it to print, then
to see how many people wanted the book before I went to print, I put up a bulletin on my website and
sent out an email to people on my “small” list, showing them nothing but the photo – something I don’t
normally advise. Afterall, COPY is KING!
Well, as luck would have it, the orders came in so fast for this product I was shocked. Bear in mind, this
was my opinion of “fast” at the time. That opinion has changed radically since then.
Even so, because I didn’t want to get stuck with a garage full of books, after this pre-publication offer I
only ordered a grand total of 250 copies of the Combat Conditioning book. Well, those 250 copies sold
out within about 10 days. So I got brave and I ordered 500 copies the next time around. Those sold out
in about a month, so I ordered 500 more copies. Then 1,000. Then 2,500. And so on.

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[Note: Today I order 20,000 copies of this book at a time. The book now goes for $39.95 – or comes
FREE as part of the Matt Furey Inner Circle – along with six other free gifts. We’ve sold well over
100,000 copies of this book to date.]
In addition to writing the book, I took the introduction from the book and sent that as an article to
magazines. These magazines not only featured my book, but raved about it. It was free publicity, big-
time. The articles on my book also plugged my website.
[Note: This is a major strategy I have used that is neglected by almost all authors. Get free publicity
from articles. Never run an article, online or offline, that does NOT plug your website.]
Anyway, my sales in the month of February, 2000, broke $15,000.00. for the first time. Actually, I did
more than break that figure. I went straight to $20,000.00. Man, I thought I was something. I thought that
was a LOT of money.
A few months later, when I was featured in a COMBAT FITNESS magazine, I went to $31,000.00 in
sales. A month after that, I went to $37,000.00, when I was featured in BLACK BELT. And the grand

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majority of these orders were coming in online – generated via a combination of my daily postings on my
site and the articles appearing in magazines.

S.
[Note: We ended the year 2000 doing $275,000.00 in sales. 2001 brought in $680,000.00. Still, not a
dime spent on advertising.]

AD
In May of 2002, I was featured on the cover of GRAPPLING. I made a really ugly, nasty face for the cover
shot, which generated a lot of controversy. So much so that the magazine with me on the cover was the
2nd best seller of all the magazines the company ever published – and I was FAR from being a big name
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compared to others who had made the cover.
[Note: Controversy sells. Normal, plain faces lose to those that are exaggerated and amplified. Want
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attention? Then be different.]

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Around the same time I got mentioned on the cover of several other magazines and got feature articles
done on me. I realized I was getting a tremendous amount of free publicity with these tactics. The
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magazines were driving a lot of traffic to my website. And I was making a tremendous amount of money
through this exposure – and how I turned those who came to my website from the magazines into hyper-
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responsive customers with my daily emails.

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I then realized, if these magazines are this responsive to me, I better be in there every month.
There were two ways to accomplish this. One was to have a monthly column or article in every single
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magazine – not possible. The other was to make sure I was in every month by spending money
advertising in them. I chose a combination attack, and I’ve never looked back.
[Note: Yet, never forget that I began on a shoestring budget and figured out how to make it work. If I
had the money to advertise and do free publicity at the time, like I do now, I most certainly would have.]
So I didn’t even pay anything for advertising, other than my websites, which I told you earlier on, cost
about $8.95 a month. I didn’t pay a dime for advertising from 1997 through the year 2001. Everything I
did was for free until the summer of 2002.
[Note: I still, to this day, have regular columns in two magazines and I do feature articles for others.
Each month, at the end of my column, there is a plug for my product and my website. So, bottom
line: Not only do I get paid to write the column – but the prospective customers from the magazine
paid me a whole lot more. So there’s a lesson to be learned in this, and that is even if you don’t get a
penny for your column, do it anyway. Why? Because the column gives you a voice in that magazine.
And if people are buying your products as a result of reading your column, who cares what you are
paid for the column? Additionally, and this is also important, I run an ad in the magazines that I do a
column. This gives me two chances to be seen and is part of my combination attack.]

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Near the end of the year 2000, I started to study what other Internet marketers were saying. Up to that
point, I was figuring it all out on my own, via instincts and The School of Hard Knocks. Most of what I
saw and continue to see being taught, is, based upon my experience, flat out wrong. Most of the experts
had not been through the mill. And most of them weren’t nearly as successful as they claimed to be.
Frankly speaking, I was running circles around the “experts.”
Even so, I did occasionally find them saying or doing something right. One example of this had to do with
my regular posts to my website. I realized that I was making a huge mistake by not capturing the names
and email addresses of visitors to my website. People were going to my website every day to read what I
had to say, but I didn’t know who most of them were. Big mistake!
From that point on, what did I do? I shut down that “bulletin” page of my website and I put up a pop-up
where people had to sign up to get my updates, sent to them via email. They had to give their name and
they had to give their email address to get my messages.
Now, I was building an asset. I was finally able to keep track of exactly how many people were
reading my tips. These tips are sent to each customer or prospect, directly from me, via the use of an

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autoresponder system that I use through www.1ShoppingCart.com – and you can sign up for these tips
at www.mattfurey.com – or some of my other sites, such as www.psycho-cyberenetics.com and www.

S.
knockoutmarketing.com.

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The reason why I’m telling you this is because you must have a complete system in place that keeps
track of everybody who signs up for your tips, as well as everybody who orders from you; you need a
system that keeps track of everyone’s name, email address, phone number, address, and so on – and
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archives all of this, keeping track of what someone has ordered and how often, when they came into
your funnel, and so on.
[Note: Today, at www.mattfurey.com, I now use another combination-attack strategy in regard to
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my daily messages. I send them out via a daily email and I post them to my website as articles. I’ll
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cover why I do this in a future n/l. I want to deviate one second and say, “To this day, I know very
little about computers, I know very little about how to write the code that creates a web page. I
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don’t make any of my websites. All are created by my webmaster, Eddie Baran, the very best in the
business – (incidentally, if you’d like him to build your website, contact him at drawde1999@comcast.
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net.) Although I don’t write the code for my websites, I do design them in my own mind, based upon
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direct response principles, including good copywriting. Then Eddie lays them out for me the way I
see fit. And he’s done likewise for many of my successful students, including Brooks Kubik and Dr.
Dave, whom I mentioned on page one of this n/l.]
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Now, when it comes to contacting my customers and prospects via email, I can literally go into the
autoresponder system I use and I can send out an email blast that only goes to prospective customers.
Or I can send a blast out to “buyers only.”
I can send out an email blast to those people who have bought Combat Conditioning. Or I can send
one out that only goes to those people who bought my latest product.
So email has a tremendous amount of power when you have a list in hand. But the key thing is that you
don’t have any real power online until you have a list. Your ongoing strength and moneymaking ability
online, as well as offline, come from your list.
One of the biggest keys to the whole shebang of making money online is how good you are with writing
great emails that you send out on a daily basis. In my case, mine are dramatically different from those
sent out by everybody else.
The key to the treasure chest online is that you make your emails personal. This is one of the reasons
why I’ve spent an hour telling you my story. I’m also telling you my story because it contains the history
of how hard the Internet used to be and how incredibly easy and efficient it is NOW. We’ve got weapons

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on the Internet that weren’t around in 1996, and they’re increasing each year, allowing you to make more
money faster than ever before. Resistance to buying online is at ever-increasingly low amount. Each year
more and more people jump onto the “speed” bandwagon. Tis easier to buy online than go shopping,
that’s for sure.
I see everything I do on my website, as a giant chain saw that separates the people who want to get
information from me from the people who don’t.
So I’m not concerned in the least with offending people who are not my target market or who are not the
customers I want to have. None of what I’m doing is possible – I believe – if you’re a faceless, nameless
corporation or company. You’ve got to get that through your head.
McDonald’s uses Ronald McDonald. The newspaper has comics. They have regular columnists. If the
newspapers and the magazines simply featured a bunch of articles and nobody had a name or a face
and nobody had an opinion, it would be pretty boring to read, don’t you think?
All your communication with your list should be personal and friendly; the guy or girl next door style of

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communication. That’s the key.
In one of Joe Vitale’s books called The Seven Lost Secrets Of Success, he talks about one of those

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old advertising guys to learn from, Bruce Barton. One of the principles in The Seven Lost Secrets Of
Success is… use a god (a charismatic figure) to lead them.

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The same idea is essential to marketing online. If you want your website to kick butt, remember
this adage, “Use a god to lead them,” – and remember it well. Put someone interesting, unique,
controversial, outspoken, powerful, charismatic, dynamic, and so on, on your website. Do this and you
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can’t help but succeed.
If you have any fear of the Internet, get rid of it. It’s the same thing, marketing wise, as any other media.
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It’s all part of a solid direct response marketing campaign.

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If you are committed to making money online, you can and WILL do so. It’s never too late for someone
with great products or information to get started. The World Wide Web will never have too much good
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information – or too much good stuff for others to buy.

D

Last of all, in the olden days of the Internet, everybody wanted everything for FREE. That’s how
television used to be, too. We had three channels and they cost us nothing. Today, we are willing to pay
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for an ever-increasing number of channels. The same is true on the Internet today. There is so much
information online for free that many people don’t know where to begin, so they’d rather pay to get
access to the information so that they don’t have to search and search and search.
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If this doesn’t convince you that there’s more room NOW than ever before, well then, I guess you really
don’t want to grow. Stay “stupid stubborn” and see how far you get in life.
As for myself, I’ll be stubborn, too. But it’s an “intelligent stubborn” that serves me quite well.

Zen Master of the Internet™

[In future issues of this newsletter I’m going to delve into online copywriting, advertising, how to drive
traffic – website do’s and don’ts – and things I am currently doing to make a veritable fortune month
in, month out – as opposed to year in and year out. If you have topics or questions you’d like to see
answered, send an email to matt@mattfurey.com with the topic ‘Newsletter Ideas’ in the subject line.]

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Internet
Marketing
Money-Generator
The Newsletter for Online Entrepreneurs

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February 2006

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The Start of Something Worthy
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For the past several months a number of people have pulled and yanked on my noggin, telling
me that I needed to do a newsletter on “my style” of marketing over the Internet. I was initially
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hesitant but because I am a firm believer in continuous and constant growth (and you should be
too if you’re reading this) I’ve accepted the challenge.
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Yes, I already have my hands full – but accepting worthy challenges is what being a successful
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entrepreneur is all about. It certainly beats the days when I didn’t have a pot to piss in, nor a
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window to throw it out.

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Ultimately I chose “the Internet” as the vehicle this newsletter will ride in because
the majority of the income I earn each year is generated online. From mattfurey.com to
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chineseculturesecrets.com to psycho-cybernetics.com to knockoutmarketing.com to a slew

of other websites, I make millions online each year. And no, that is not hype or puffery. In fact, I
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have a couple students who are also making millions, and they just started with me a little over
a year ago.

I tell you this because it is my fond wish that this newsletter gives you the knowledge that will
take you to the top. So let’s start off with a bit of a self-introduction followed by some hard-
hitting tips on how to rake in the dough online.

Diamonds, Watches, Porches and Other Collectibles

I don’t know if you’re into jewelry… and by jewelry, I’m not just talking about diamonds and
pearls. I’m talking about anything lumped under the banner of… jewelry.

Personally, throughout my first few decades on planet earth, I was not a collector or even an
observer of jewelry. In fact, the only pieces of jewelry I owned were a watch and ring that were

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR February 2006

given to me as awards for being on national championship wrestling teams at the University of
Iowa. And that was back in the 1980’s.

As for my wife, Zhannie, when we got married in China back in 1993, I was advised by Mr. Pan,
the 73-year old Chinese man who accompanied me to the “Middle Kingdom,” NOT to get her a
diamond, but instead to get her an inexpensive adjustable gold band.

I concurred, mostly because I had to. It would have been major disrespect to disagree with the
man who helped translate all my wife’s letters. Most importantly, though, he was right because
I truly didn’t have the dough to get her a diamond, pearl or anything else of real value. I spent
most of the money I had saved just going to China – and I needed the rest for a month’s worth
of travel AFTER the wedding.

18 months later, when Zhannie was living with me in the good ole U.S. of A. (the immigration

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procedure took 9.5 months) – and was speaking adequate English, we had a heated discussion,
also known as an argument. She let me know, in a not-so-subtle way, how disappointed she

S.
was when, upon opening her eyes after I slipped the ring on her finger, that she had been given
a gold band, and nuthin more.

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Yikes!! Lucky for me her older sister saved the day, telling her, correctly, that Mr. Pan must have
instructed me to do this. Anyway, all the pain of being the “have nots” ended when we became
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successful info-publishers, mostly via this thing we call the Internet. Beginning in the year 2000,
for the first time in our marriage, which is now in its 12th year… we were able to buy pretty
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much whatever we wanted, whenever we wanted.

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One of the first things on the agenda was a Mercedes. After that it was a home. Then a second
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home, this one in China, on Hainan Island. After these “essentials” – Zhannie turned her focus
on what she didn’t get when we were married.
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Yes, she wanted that diamond ring – and not just ANY diamond ring. Something extraordinary.
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Being somewhat intelligent I immediately agreed, afterall she stuck with me through all the
meager years and deserved a reward for doing so. The thing is that the spectacular diamond
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she picked out required that I take a special flight to China. Let me put it bluntly, that gold band
cost me big bucks in the long run!

Now let me tell you, the diamond I retrieved in China made Zhannie so happy she nearly cried.
Instead, though, she gave me even more moral support and as a result our business started
kicking even more butt. Naturally the increased wealth created a desire to own even more trinkets.

Several months after Zhannie got her diamond ring, she wanted a diamond Mother-of-Pearl
Rolex. Don’t get me wrong now. I’m NOT complaining. I thoroughly enjoy getting her these
things and you’ll soon understand there’s something in it for ME, too.
Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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The Newsletter for Online Entrepreneurs

That’s right. While getting Zhannie her Rolex, which socked me for about $30,000.00 – I began
to feel rather sad. There I was looking at an entire array of Rolex watches, and I suddenly noted,
as she slipped the beaut on her wrist, that I, myself, didn’t have one.

Unable to hold my tongue, I acknowledged this fact and ten minutes later the two of us left the
jewelry store with two Rolex watches. Mine was el cheapo – a mere $6,200.00 – discounted by quite
a few thousand after Zhannie leveled the salesman with some secret kung fu negotiation tactics.

As I walked out of the store I was proud of that Rolex. Very proud. No one in my family had ever
had one. I was the first. And I figured, wrongly so it turns out, that this would be the LAST fine
watch I’d ever buy.

Well…. guess what?

Two summers ago, prior to departing for our vacation home in China for a couple months,

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Zhannie and I dropped by our favorite jewelry store in Tampa to buy her sister a Rolex for

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her 40th birthday. While Zhannie was looking at the Rolex watches, I noticed an entirely new
selection of watches positioned several feet away. I swore these watches were not in the store

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the last time we visited, so I took a couple steps and positioned my eyeballs over the glass so I
could peer at them.
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“What kind of watches are these?” I asked the salesman.

“Oh, those are beautiful, aren’t they?” he replied. “This particular brand is from Italy and is called
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Panerai. We’re one of just a few dealers in the world that carries them. They didn’t use to be in
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the U.S. at all, but Sylvester Stallone got one when he was in Italy, and he liked it so much he
negotiated a deal with the company to bring them to the states. Each one is uniquely special
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because ALL are limited edition watches. On the back you can see the number that were made
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of each style. For example, this titanium watch is one of only 850 made. But this solid gold one
is only one of 250.”
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“ONLY two hundred fifty of this one in the whole world?” I asked.
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“That’s right.”

“How much is it?”

“It’s $15,995.00.”

“Uh, well, what’s my price?”

“With this watch we don’t discount like we do with Rolex. The demand is such that we sell
it for what the list price is. And besides, people who own a Panerai often end up becoming
collectors of them.” (emphasis mine)

“No kidding,” I replied, thinking about how much I’d like to get the solid gold watch, while at the
same time thinking that no one in his right mind would ever need another watch if he owned this
one. I mean, what would be the point of collecting them.

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Let me cut to the chase. We bought the Rolex for Zhannie’s sister, then we headed for home. It
was a painful drive. I desperately wanted that solid gold Panerai – yet, at the same time, felt I
had to do something special to earn it.

In order to justify buying it, I told myself I needed to “sell out” the seminar I was having on
Internet marketing. If I filled the room, THEN the watch was mine. If not, I would have to live with
my el cheapo Rolex.

Well, I must have chosen the right “carrot” because I filled every seat at my seminar with a few
weeks to spare. After I did so, Zhannie, of her own accord, went to the jewelry store without me.
She returned home some hours later, giving me the bad news.

“Someone bought it,” she said.

I almost cried.

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“We should have bought it when we were there,” I said.

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“I know,” Zhannie replied, while going out to her car to retrieve the groceries. She re-emerged

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with a bag of groceries in her left hand, and a large square box in her right hand. The square
box didn’t look like groceries to me. In fact, it didn’t look like anything I’d ever seen before.
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“What’s that?” I asked.

“It’s for you. I thought I’d get this instead.”

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Thinking she bought me a token watch to assuage my pain, I slowly opened the box. Imagine
my excitement when I found the solid gold Panerai inside. Oh my, it was a grand moment.
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Fast forward five months. Zhannie is getting ready to go to China for a couple weeks and we
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decide that we should buy our brother-in-law, who turns 50, a Rolex to match his wife’s. So we
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take a trip to the jewelry store once again.

An hour later we left without a Rolex. We decided against it. Instead of another Rolex, we left
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with THREE Panerai watches. One for brother-in-law, one for Zhannie and another one for… ME.
My goodness, this is getting sick, isn’t it? Well, then again, maybe not.

Now, what the hell did I need another watch for? Truth is I didn’t NEED another watch. I simply
wanted one – and WANTED one very badly.

I now consider myself a “collector” of Panerai watches (I now own 4). The owners of this store now
have me on a “hot list” – and when the president of Panerai comes to Tampa next year – I’ll be
invited to meet with him and the other Panerai owners in the area for a private dinner in which he will
show us (i.e. SELL US) some of the new models. It should be slam-dunk for him, don’t you think?

Now, in case you are wondering, “Furey, what the hell does any of this have to do with Internet
marketing or making money online?” Well, let me just say that you’d be well-advised to hold
onto your breeches buddy – because EVERY story I tell eventually makes it’s way back to
something of monumental importance to YOU.

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How You Can Make Money Online From Collecting Things

Although at first I thought the idea of collecting watches (or collecting a specific brand of watch)
was strange, I now realize it is NOT – and not just because I’m now a collector.

15 months ago, for example, on a flight to Australia, the man I was sitting next to looked at my
watch and said, “Excuse me but what type of watch are you wearing? I collect watches and
your watch is one I’ve never seen.”

I told him. He took out his pen and wrote down the brand as well as the website so he could get
one himself. If you’d like to investigate yourself go to www.panerai.com

Now, after I bought my second Panerai, I was telling my brother Sean about my new found
passion for collecting watches, and he told me that Arnold Schwarzenegger collects them as

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well, and get this, supposedly has a collection worth $10 million dollars. Guess that shows how
far I have to go.

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Did you know that Arnold collects HUMMERS, too. The latest report I got from my friend,

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Fairfax Hackley, who helps with the Arnold Classic in Columbus, Ohio, each year, is that
Arnold has 10. Not only that, but Arnold also bought the tank he rode in while in the Austrian
army decades ago! He had it shipped to the U.S. Talk about collecting things!!
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Know anyone who collects Porsches? Seinfeld has a garage full of ‘em – and I don’t mean a
three-car garage either. I assure you that collecting foreign sports cars may be an expensive
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habit with a high rate of depreciation, but there are people who collect these high-priced
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widgets, and tis not for us to judge whether it’s a good or bad habit. The only thing we should
be asking is, “Where’s the money for me in all of this insanity?”
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One client, Dr. Dave Woynarowski – www.drdavesbest.com – bought two antique cars this
year – and he bought them ONLINE. So don’t think that high-priced collectibles are only sold at
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off-line auctions. They’re sold on the Internet, too.

Now let me ask: Are you a collector of anything? Come on now, think for a moment about this.
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Do you have a collection of ANYTHING sitting around the house? Or do you know anyone else
who collects things?

My brother Mal collected hundreds and hundreds of toy SMURFS. Do you remember those?

I have a rather large collection of baseball cards that I began collecting in the early 1970’s.
My mother-in-law has a stamp collection. My five-year old son, Frank, collects Spiderman
memorabilia (before him it was Thomas the Tank Engine and before that it was Bob the
Builder).

I like to collect old-time fitness, martial arts and wrestling books. I know several people who
collect books on marketing or copywriting. Some people have large collections of Sports
Illustrated or Playboy or old-time Physical Culture magazines.

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR February 2006

Now get this… and this IS my point: A ton of money is being made each day, online, in the
“collector” business. Yes, I said that right. The “collec-TOR business.” Not the collec-TION
business, as in, “pay your bills on time… or else.”

How much money can be made online via selling collectibles? Well, let’s take a look at some
examples:

Fast Food Toys, Cereal Toys, PEZ and Star Wars

Jo Cavanaugh, whom I’ll introduce to you in future editions of this newsletter, for her brilliant
work with search engine optimization, has a brother who collects, of all things, the prizes that
come free in cereal boxes. He’s collected these freebies for years and was smart enough to
never take them out of the wrapper, preserving the “mint” status. He sells these premiums on
eBay at price points of $100.00 and up. Not bad, huh? He also peddles the freebies given at

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McDonald’s and other fast-food dives.

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Now, who would think that there would be a group of rabid collectors of free gifts you can get
for buying a box of sugar-coated cereal or a Happy Meal at Mickey D’s? Not me.

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Yes, I think it’s strange – but the whole idea of collecting anything has nothing to do with logic.
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It is purely based on emotional whims and desires. Yet, these strange quirky desires to collect
goofy things, can be turned into money. And oftentimes, BIG MONEY.
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Since the release of Star Wars – Revenge of the Sith – Burger King started giving away – then
later on, SELLING, Star Wars collectibles. Last May, when the movie came out, they had 31
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collectible pieces and they would NOT let you buy them. You had to go there everyday and buy
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a Fun Meal to get the toy.

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I took my son, Frank, bought four fun meals, got four toys, threw the food in the dumpster and
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drove away. We did this for two weeks straight and only had about 20 of the pieces before we left
for our vacation in China. Of the 20 pieces, several were dupes about three or four times over.
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And do you know what? There were people on that idiot ebay.com hawking the ones they got
that you didn’t have – and people were paying up the schnozola for them.

This winter, Burger King launched another Star Wars series, having to do with the launch of the
movie on DVD, I guess – and this time there are only about 20 pieces – and they are now nice
enough to let you buy the ones you want. Evenso, they only have about four different droids, or
whatever they are, in stock at a time.

Do you think this creates more online collector insanity? You bet it does.

And if you want to see even more Star Wars collector insanity, visit www.starwars.com and look
at the pricing of some of the artifacts. Not only that, but BORDERS recently released a Jedi
Light Saber. Yes, I’m talking the bookstore called BORDERS. They are selling something that
doesn’t even come close to resembling a book. And the thing is about $129.00 and, naturally,
there are several models with a different character on each box. Wonder why?

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Don’t forget about Walmart, either. Whenever you see a new trend coming out – go to Walmart
and look around. You’ll see a shipload of stuff that will NOT be around in 30 days. You may think
it’ll still be there – but I assure you it won’t be.

So the next time you see Batman, Spiderman, The Incredible Hulk, Star Wars, The
Incredibles, King Kong or whomever else is current – if you buy a whole bunch of stuff and
take it home and put it in the closet – you can pull it out almost anytime in the next week – or
the next decade, and make a ton of dough.

You can make money selling it NOW – or you can hang on and let the stuff appreciate. It will,
too. I’m telling you, if you’ve got Spiderman stuff from 10 years ago or so, there are some
psychotic collector’s online who will pay huge bucks. In fact, they'll pay big bucks for something
you bought a month ago that is no longer available.

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Here's another shocker: People will pay big bucks for PEZ. You know – those tiny little candy
dispensers. HUGE, HUGE…. HUUUGGGGGEEE money collecting these things. Call them junk

S.
all you want, but there are people who will pay THOUSANDS of dollars to collect the one PEZ
that they don’t have yet. Go to www.pez.com and see for yourself.

AD
Before I forget, I made money on Star Wars, too. Want to know how? On the very day the movie
hit the big screen, I launched a product called Matt Furey’s Super Energizer Workout – The
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Force Within. – www.mattfurey.com/energizer_workout.html – and I used the rabid Star Wars
theme in my salesletter. Por ejemplo, let’s look below at the headline and paragraph that started
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the ball rolling:

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“Your BREATH is Your POWER… and The Force is

With You!”
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NOW is the Time for YOU to Make a Deeper, Stronger,

More Powerful Connection to “The Force” that Penetrates
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Everything in the Universe

Introducing: A Special Limited Time Offer… Matt Furey’s Super Energizer
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Workout – The Force Within

Dear Friend,

When the clock strikes midnight this evening, Star Wars fanatics across the world
will be running into movie theatres to watch the latest George Lucas creation:
Revenge of the Sith.

I, myself, will be taking my son, Frank, to the 4 P.M. showing tomorrow afternoon,
just as soon as I pick him up from school. And to celebrate this “last-ever” Star
Wars movie – I’ve decided to release my latest, greatest DVD – Matt Furey’s
Super Energizer Workout – The Force Within.

But only for a limited time. And to a limited number of people.

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR February 2006

Did this scheme make money? You better believe it. Tis hard to go wrong when you do as Robert
Collier advised so long ago… “Enter the conversation people are having in their own minds.”

Baseball Cards and Barbie Dolls

From time to time I make a trip to a local Pak Mail. The husband-and-wife owners are collectors
of baseball cards, Christmas bulbs and other artifacts. The male half sells his baseball cards
online – and for very nice profit margins. But this is not the example I want to cover here, so
consider what I just mentioned a free bonus.

What I really want to cover is what this man told me about a Tampa lady who makes over
$10,000.00 per month re-selling Barbie dolls on ebay.com. Yes, you heard that right. Barbie dolls.

Now, I wouldn’t pay a dime for a Barbie doll. But I’m not in the market for these things, am I?

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– so I shouldn’t be the one to make a judgment as to whether it’s a good idea or not. This lady
obviously knows something and here’s what it is: She goes to garage sales and at these garage

S.
sales she picks up Barbie dolls for “next to nothing.” She knows the value of what she’s buying
at these garage sales while the homeowner almost always has NO CLUE.

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Occasionally they have a clue, but even when they do – they don’t think they will ever meet a
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person who will pay HUGE bucks for their dolls, so they’ll part with a valuable doll for $10.00
to $100.00. The lady who buys the doll then puts it on Ebay and usually makes 10X what she
bought it for.
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How much has she gotten for selling a single Barbie doll on ebay? From what this man told me,
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she sold ONE for as high as $4,000.00 and regularly gets $1,000.00 or more.
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Now, when I told someone about this a couple years ago, he replied by saying, “Ah, that’s all
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luck. She’s just lucky.”

SO

But she’s not. She simply KNOWS what she’s looking for – and she goes looking for it. She
finds these dolls all over the place. She finds Barbie dolls at garage sales in Tampa; then, when
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she travels to Atlanta, Chicago, Dallas or another city, usually to visit family and friends, she
barnstorms the garage sales – and finds… Barbie dolls.

Think about it for a minute. Every little girl in America has probably owned at least one Barbie
doll sometime in her life. And a lot of them, in fact, MOST, were probably thrown out when the
little girl grew up, went to college, got married, and so on. So although millions and millions of
these dolls have been created, there is still a shortage of them for the seriou collector.

An obsession with dolls is not limited to Barbies. If you don’t believe me, pick up an issue of
Antique Doll Collector’s magazine or surf some of the links listed below and prepare to have
your perceptions shattered.

www.barbiebazaar.com
www.antiquedollcollector.com
www.barbiecollector.com

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Public Domain Books, Old Magazines, Etc.

How about an example on how you can make money collecting valuable books, especially those
that are “out of print” as well as those that are in the public domain?

It’s no secret that I’ve made a boatload of money from republishing public domain information.
It all began for me back in the fall of 1998 when I was visiting a wrestling museum in Newton,
Iowa, in conjunction with its grand opening. While touring the bookstore of the museum I came
upon a 1914 course that I had been interested in for years.

This course was called Lessons in Wrestling and Physical Culture and was put together by a
world champion wrestler, Martin “Farmer” Burns. It sold for $35.00 during the depression era
– and that is a story onto itself – but let me stay on topic here.

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I took the course home and began reading it. Two pages into the 96-page course and I was
thinking, “My God. I could sell copies of this to my email list” – which was about 600 people

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strong at the time. I set a price point of $50.00 and sent out an announcement. Within 5 minutes
the phone was ringing off the hook with orders.

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Was I onto something or what? You betcha – and I’ve sold thousands of copies of that course
since 1998, and it’s still going strong. Funny thing is that I was just ONE of 3000 people who
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visited this museum on the weekend of the grand opening. Yet, I was the only one who saw the
opportunity to mine from this old-time course. No one else saw it. All they saw was the price,
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which, incidentally, was listed at ten bucks.

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Now, here’s what this has to do with how you can make money from “collecting things” or from
selling what you’ve already collected. After finding the “Farmer” Burns course, I quickly realized
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that people are downright fanatical about books or courses that have, how shall I put it…
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nostalgic value. People want to put their mitts on “old stuff” and if it’s difficult to get a copy of
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an original old-time course, they’ll be glad to buy a reprint of same.

This fact is NOT simply indicative of people interested in wrestling or fitness, either. The same
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can be done with old-time books on sales, marketing, gardening, writing, speaking, health… and
so on.

Back in 2001, I told a man who just so happens to be in the business of selling golf “how to”
courses – that he should buy and collect old-time golf books, especially those that are in the
public domain. To his credit, he followed my advice and bought dozens of old-time golf books,
most of which he bought on, you guessed it, eBay.

He took one of these books and turned it into a free e-book. Why? Well, he surmised that it
would be a good way to get people to opt into his email list. He offered the book in 8 parts and
sent it in a simple text email file.

Three years ago this man told me that this free e-book was one of the biggest sources of
compliments he received from his customers. He said he got more praise for the free e-book
than for the actual products they had bought from him.

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Well, I may not be the smartest guy in the world, but I was sharp enough to see a major flaw in
his business when he told me this. So I advised him to CHARGE for the damn thing. Again, to
his credit, he got an ad written for the book, had it bound and began selling it for $49.00.

The first two months he offered the book for sale on his site, he earned an easy $25,000.00.
Think of it. He bought the book on ebay for about $15.00. He had it bound and re-printed, and
now he’s selling it over and over again. And it doesn’t end there… I’ll tell you more of what I
taught this man in a future issue.

The bottom line is this: When it comes to “collectibles” – there are many, many ways to make
money from both sides of the spectrum. You can make money selling the widget collectible;
things like SMURFS, PEZ, candles, bulbs, cookie jars, stamps, coins, magazines, cards,
autographed photos, freebies from cereal, Barbie dolls and so on.

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Then again, you can make money by duplicating public domain books and courses – and
offering them to a starving group of collectors of nostalgic information. In fact, an entire website

S.
can be set up to sell public domain goodies.

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Jake Ross has several old-time self-defense and fighting books for sale on his website
– www.combatclassics.com – as does fellow MasterMind member, John Wood – www.
functionalhandstrength.com. Both of these men found their public domain books on ebay and
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repackaged them for sale on their websites – a Fureyous money-generating strategy that you
can adopt, too.
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Incidentally, once again, in many cases one man’s treasure is another man’s junk. Both Jake
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and John bought the very books they are now selling for peanuts.
O

In Jake’s case he isn’t going to run out of material anytime soon, either. I have seen a small
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selection of his “collected” library – and let me tell you, there are no less than 20 possible winners.
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4 More Ways to Make Money With Collectibles

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There are many more ways to make money with collectibles, but right now I want to cover four
more that should prove useful to virtually any entrepreneur.

1. Nearly three years ago I began subscribing to MAD. You know, that cartoonish magazine
that spoofs almost everyone who has acquired fame and fortune. I subscribed after hearing
that the great Walt Disney regularly read it and found within its pages a great deal of
inspiration for his own projects. Well, from the very first issue I picked up, I found this to be
true. For example, the first issue featured the Incredible Hulk – that was the HOT movie in
the theatres at that time. Funny thing was that MAD, from time to time, prints two different
covers for the same magazine. And the HULK issue was one of those times. Same goes for
the December ’04 issue, which features the 20 Stupidest People and Events of the year
– must reading, me thinks).

Anyway, on the very cover of the magazine, the editors of MAD let you know that the cover you
are looking at is “1 of 2.” They also go on to say, emphatically, that these are “collector’s covers”

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and that you should “Be dumb and buy both.”

Now, before you laugh and think this is nothing more than good humor – pause and think how
you could use such a tactic. The first time I saw this I decided it was time to change the cover
of my international best-selling Combat Conditioning – www.mattfurey.com/conditioning_
book.html.

Instead of the cover I began with in 2000, I changed to a Special Edition cover – and gave
these to the people who attended a LIVE seminar. Then in 2004, I changed the cover (as well as
a significant amount of the content) again and titled it “Revised Edition.”

Do people “collect ‘em all?” You better believe it.

Whenever you’ve got a HOT item, you can always make more money from your rabid fans with
a special yearly update, a revised edition, a special edition or a new cover. If only 10 or 20% of

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your customers go for the second cover or edition, that could prove to be a significant source of

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income.

Another thing I did last year was offer a special autographed edition. Coincidentally, this edition

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was spiral bound. I marked it up an extra 30 bucks – mostly for the signature, ya know, and sold
a few hundred of them in one day.
LO
Don’t think people will pay extra for an autograph? They will. Will if they're collectors.
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2. Now, what if you don’t have an info-publishing or book business? What if you have muffins,
fruit baskets, green tea or glass bottles? Do you think you could come up with some widget
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that you could give FREE with purchase that would be viewed as a valuable collectible?
O

Of course you could – and not only that, based on what I’ve already told you about the insanity
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of collectors, who could say you’re wrong if you told your customers that it will eventually
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become a collectors’ item? I’m sure it will become just that to someone.

3. Take some time to think about how you can make the products you sell “collectible.” If
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you are an info-publisher and you do a great job with each product, this alone makes your
products collectible. Yet, you can enhance the collector factor on purpose.

At a recent seminar, one attendee came up to me with a stack of books, magazines and booklets
that he had bought from me. 14 altogether. He asked if I would sign all of them. I gladly obliged.
Any customer like that is worth signing for. He’s obviously a fan who sees everything he gets from
me as a must-have collectible. Also, while passing by other attendees who were deeply engaged
in conversation with one another, several times I overheard one person bragging to the other
about how much room in his library is devoted to Matt Furey stuff. Now that is a good feeling. I
can say the same about all the Dan Kennedy stuff I’ve collected – can’t you?

If you have a business unlike mine, what if you made t-shirts, coffee mugs, mouse pads,
calendars, post cards, caps, letter openers, and so on – not just as things to give to your
customers with a purchase, but with the intention of having the freebie become a fascinating
and valuable collectible.

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR February 2006

4. In the summer of 2004, when former President Ronald Reagan died, I immediately went
to amazon.com and started looking at the ranking of every book written by or about him. I
felt an irresistible urge to buy every book there was. One week later, when I re-checked the
rankings, it became obvious that my behavior was not isolated. The rankings for his books
were HUGE. 12 of them were in the top 50.

How could someone be so bold as to make money off the death of a president? Well, look
around. Shortly after he died, it wasn’t just books on him that sold like hotcakes. It was gold and
silver coins. Framed photos. Audio tapes of his radio addresses. Even books of his speeches.
And by the way, did you know that all of Reagan’s presidential speeches, as well as every other
president’s – are PUBLIC DOMAIN? Yowza.

Think you could come up with a Reagan product today and find people who would want to buy
it? I bet you can.

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Yes, there are many ways to make money with collectibles and you can do it all online. Take

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some time to ponder the idea and I’m sure you’ll come up with a winner.

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Well, my friend, it’s time for me to run along now. But before I do, let me end by saying, “SAVE
this issue!!! It’ll be a collector’s item someday.”
LO
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W

Matt Furey
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D

P.S. One more thing: At my October seminar, The Furey Method for Creating a Fortune on
the Internet – I began the event with three Chinese chi balls – also called baoding balls. They
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were made of a golden jade that is hard to find. I sold each ball the first night for $100.00. A
total of $300.00. A whopping profit margin. If you’d like to know the secret for how I do this sort
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of thing online as well offline, then go to www.knockoutmarketing.com/internet_seminar.html

and enroll in the February event, or fill out the enclosed order form and fax to 813-994-4947.

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Matt Furey’s…
Internet
Marketing
Money-Generator
The Newsletter for Online Entrepreneurs

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March 2006

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There are two classic books on advertising that you should read. They

AD
were written several decades before the Internet came into being, but that
doesn’t change a cotton-pickin thing about how useful and helpful these
books are. The essence of what you’ll read in these books is the same, no
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matter what type of marketing you are doing.
Both books were written by Claude Hopkins and both are public domain (this
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means you can get an original, reproduce it and sell it – hint, hint).
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The titles are as follows:

My Life In Advertising and Scientific Advertising.
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Now, there are many reasons why you should read both of these books – and
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read them more than once. The first reason is because Claude Hopkins was
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an advertising genius who did a marvelous job explaining that advertising

is essentially nothing more than good “salesmanship in print.” Or, for
today’s mass media culture, “Advertising is salesmanship multiplied.”
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Let’s think of this for a moment and consider the implications.

First off, if you’re running an ad, online or off-line, Hopkins is clear
on the purpose of doing so. It is to make money. It is the same as if a
salesman knocked on your door or called your number. He is doing so to
make a sale. He may build a relationship of trust first, if he’s smart,
but his objective is clear.
Now, if an ad is salesmanship in print or salesmanship multiplied – then
your AD for your product or service is… a salesperson.
Plain and simple.
And so, whoever is writing the ad must also think of himself as a
salesperson, if he hopes to master the craft of “money getting” in the
shortest time humanly possible.

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Yet, you’d be amazed at how many ad writers (I prefer the term to

copywriters) think of themselves as “artists” – NOT as salespeople. It’s
tragic, but true. In fact, if you tell these artsy-fartsies that their job
as an ad writer is the same as the door-to-door salesperson, they will
most likely feel insulted. They have never stood belly-to-belly with anyone
and asked for a check or credit card number, and because they have never
done such a thing, they don’t understand and cannot visualize the true
“hot buttons” and emotional buying impulses that a seasoned “professional”
salesperson understands. And lest you think I joke when I use the word
“professional” before salesperson, I am not. A true pro is a pleasure
to work with and do business with. An amateur salesperson (90% of all
salespeople area amateurs), is not a pleasure to do business with at all.

Selling is the Name of the Game

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Yes, it’s true. Ad writing is nothing more, nothing less than selling.
And this fact sort of sets the stage for a question that anyone who is

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considering hiring a copywriter should ask his prospective ad man.

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It is as follows: “Mr. Ad Writer, do you consider yourself to be a
salesman?”
If the answer is “No” – then I suggest you keep asking until you find an ad
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writer who doesn’t have shame about the reality of what his job really is.
Why do I say this? I say it because, historically, the very best copywriters
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who have ever lived, laid their foundation for success by doing direct
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belly-to-belly sales of some sort BEFORE they became ad writers.

Claude Hopkins falls into this camp. As does Dan Kennedy; as does Gary
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Halbert – as do I.
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Yet, it is Hopkins who will go down in history as the first to figure it out.
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Hopkins began his career as a door-to-door salesman, then converted

his craft to writing ad copy that was essentially, the same sort of
presentation he would give LIVE. But now, with an ad – he could MULTIPLY
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his effectiveness.
So let’s think for a moment about this “professional” door-to-door
salesman (not the scummy guy who only wants to rip you off) and see what
we can discover about him – then let’s figure out how his craft can be
turned into award winning copy on the Internet.

My First Selling Experience

Perhaps it would be best if we went back in time to when I was in 5th
grade and was making my daily bread with a paper route. In this case, I
Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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delivered papers for the Omaha World Herald. Where I grew up in Iowa, the
Omaha World Herald was the second-most read morning newspaper, playing
second-fiddle to The Des Moines Register.
Anyway, as you can imagine, when you’re #2 in town, you want to sell more
subscriptions. So the company had regular contests for jackets and other
cool items.
Naturally, because I wanted that jacket, as well as more money, I set off
on foot and began knocking on doors to get more clients. I had no training.
I had no idea what I was doing – but I was willing to try anyway.
When I knocked on a door, guess what my entire sales presentation
consisted of?
It was one question.

IN
When a prospect answered the door, I’d look him right in the eyes and say,
“Would you like to subscribe to the Omaha World Herald? I don’t even think

S.
I used the word “subscribed.” That would have been sophisticated for me
back then. So I’m pretty sure that all I said was, “Would you like to GET

AD
the Omaha World Herald?”
The prospect would say yea or nay. If they wanted the paper, I filled out
LO
a card and hooked them up. If the prospect said “no” I thanked him, then
turned and walked away.
N

With this approach about one in 10 would say, “Yeah, sure.” That’s a 10%
closing ration for almost no skills albeit a willingness to try.
W

The Pro Comes to Town

O

After I had the paper route for about a year, and this is 1976 we’re
D

talking about, they had a contest in which you could win a pewter Liberty
Bell keychain that said, “World’s Greatest Mother” on the back. This bell
SO

would go to those who sold 10 subscriptions – and it coincided, not only

with Mother’s Day, but also the bicentennially celebration of the U.S. of
W

A. Boy that seems a long time ago – my goodness, this was 30 years ago
already – and I still remember. Now I know why people often said of me,
“Furey, you’ve got a memory like a steel trap.”
Anyway, I decided to start working toward winning that pewter Liberty
Bell. On my own I got a couple new subscribers, then something wonderful
happened. The western Iowa sales manager for the 0maha World Herald came
to town, and he asked me if he could go door-to-door with me, to show
me how to sell more subscriptions. Because I wasn’t a complete idiot, I
immediately said, “Yeah, sure.”
The sales manager showed up wearing a pair of dress slacks and a dress
shirt and a regular zip-up-the-middle jacket. Nothing fancy, yet nothing
sloppy. He had a regular hairstyle, too.
Note: He didn’t slick his hair straight back (whenever I see this on a
salesman or platform speaker, I can’t help but say, “This guy’s slick.”

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It’s a definite no-no, in my book.)

The sales manager and I went to the area where I delivered papers – and
being that the Omaha paper was a distant #2 in town, I typically had to go
a block or two between customers. Lots and lots of non-buyers of my paper.
In the sales manager’s hands was a map of every home and who lived there.
This way, when we’d go up to the door and he’d knock on it, he knew whom
to ask for. When the prospect came to the door, the manager would say a
whole lot more than my patented one-sentence opener/close.
“Hi, Mr. Prospect, my name is John Jones and I’m the western Iowa manager
for the Omaha World Herald. And this is Matt Furey, the paper boy for
this area.
“Hello Mr. Jones. And hello Matt,” the prospect would say.

IN
“Anyway, I’m in here in town this week with Matt, going around meeting
people in the area, and I thought I’d pop by and introduce myself as well

S.
as take just a moment of your time to tell you about one of the major
specials we’re having right now.”

AD
The sales manager would then explain what the normal price for the paper
was for a six-week or ten-week period. Then he’d tell about the discount
LO
they could get when they subscribed right then, as well as the FREE gift.
Now, with this expanded sales presentation, guess what our closing ratios
N

were? Do you think they were better than my closing ratio with my one-
question presentation?
W

Well, if you guessed we did BETTER – you’d be right. In fact, we were so

O

much better it was shocking. With the help of a pro, I went from closing 1
out of 10 to 1 out of 3.
D

This was my first real selling lesson. It taught me that you can close
SO

sales with one sentence, but you can close a hell of a lot more if you
have MORE to say – and if you can engage the prospect in conversation long
enough to tell him more. Advertising is no different. The longer you can
W

keep people involved, the greater the chance for making the sale.

Most Internet Advertising

Let’s now apply several key elements in the story I just told you, and
we’ll quickly see how they compare with MOST advertising you see on the
Internet today (or anywhere else, for that matter).
Again, remember the Claude Hopkins model – Advertising is Salesmanship in
Print – or Salesmanship Multiplied.
Here are the key elements to the story:
1. Salesman must get prospect’s attention and gain his trust with a good
opener.
2. A sales presentation that is only one sentence long is not nearly as
good as one that is considerably longer.

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3. Having a story to tell about who you are and why you’re calling is
better than no story at all.
4. Knowing who you are talking to is better than having no idea – and
this works both ways, hence the need for an introduction.
5. How you dress is important. You should dress professionally without
being flashy. When a prospect sees flash, it tends to trigger alarm
bells.
6. Being well groomed is important. Better to be bald than have a full
head of hair with grease in it. Better to have a full head of dry
hair blowing in the wind than a ton of mousse holding every particle
in place.
7. Giving a discount is a good way to get someone involved if they

IN
otherwise wouldn’t.
8. Using a premium to close the sale is a very smart move because it

S.
causes the prospect to act immediately.
Alright, how does this apply to the Internet? Well, let’s start with the

AD
first key element:
Salesman must get prospect’s attention and gain his trust
LO
with a good opener.
A good opener in a belly-to-belly presentation is akin to the headline and
N

lead of a good ad.

W

Most websites usually don’t have a good, solid compelling “that’s what I’m
looking for” type of headline. In fact, many websites don’t have what I
O

would even consider a headline. And to drum home this point, understand
D

that the name of your business or the name of your website is NOT a
headline.
SO

Next, when you consider that the pulling power of an advertisement can be
10 to 20x’d or more by a simple change to a headline, you will understand
W

how vitally important your first impression is.

Case in point, a couple years ago my headline for my Combat Abs book was
as follows:
“How to Take 5 Inches off Your
Waistline in 30 Days”
Not a bad headline. And it pulled.
However, last year I hit upon a new idea for a headline that begged
testing. The new headline was:
“Five Second Abs”
Which do you think pulled better? If you guessed the second one, you’re
right. Truth of the matter is that “Five Second Abs” 10x’d the sales of

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Combat Abs last year. The rest of the ad remained virtually the same. The
only big change was the headline – the opener.
This shows you why it is imperative that you have great headlines on your
website. The difference between a good opener and a great opener can be
HUGE. The difference between a bad opener and a great opener can catapult
you from rags to riches – almost overnight.
After the headline, you’ve got to have a powerful subhead – followed by a
sensational first paragraph. All of the above comprise “the lead.” If the
lead is no good, the prospect closes the door in your face or leaves the
website. Understand that this will happen no matter how good your lead is
– we’re simply talking about ratios right now. The key question is “How
many people buy when you communicate one way versus when you use another
approach? That which creates the most sales is the better approach, don’t

IN
you think?
Now let’s look at key element #2:

S.
A sales presentation that is only one sentence long is not nearly as good

AD
as one that is considerably longer.
When I went door-to-door armed with only one sentence, I was not to
successful. When, with help, I took my time, sales increased.
LO
This is a basic fact of direct response ad copy as well. The longer you
can keep the prospect reading, the greater the chance that you’ll make the
N

sale. This corresponds with direct belly-to-belly selling, too. The longer
W

you keep a salesman in your home, especially your living room or kitchen,
the harder it will be for the prospect to make you leave without buying
O

first. And can you imagine this: Some of my prospects bring laptops into
their bedrooms when they read my ads. Oh my, isn’t that something?
D

In regard to the length of an ad, there is much confusion today. On

SO

the one hand you have people who don’t even have a headline or opening
paragraph – much less a sales letter. On the other hand there are hordes
W

of wannabe ad writers who come out with a product and immediately scrape
together a 16-pages salesletter. Then they wonder why it doesn’t pull.
Well, if you can’t write one or two pages of riveting copy that a prospect
can’t stop reading, then you ain’t ready to write 16 pages yet. And so,
in this case the aspiring ad writer would be better off with a shorter
salesletter that POPS than a long one that fizzles as soon as it starts.
On to key element #3:
Having a story to tell about who you are and why you’re calling is better
than no story at all.
I recall some years back hearing Mark Victor Hansen speak about being
rejected by over 100 publishing houses for his Chicken Soup for the Soul
book. The main reason for the rejection was as follows: We don’t believe
people want to read a collection of stories.

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Huh?
This goes to show how incredibly stupid these publishing companies must
have been. From my perspective, a good story is almost everything. Deprive
me of good stories and I swear to you, I cannot write, much less speak.
All the world loves a good story. Heaven and earth cease to exist when a
good story-teller has you by the heart strings. This is true in person. It
is true in print.
In Scientific Advertising, Claude Hopkins wrote, “People will not be bored
in print.”
How true! Moreover, people will not be bored in any sort of media. Not on
television. Not on radio. And not on the Internet. Start putting someone
to sleep, even for one sentence, and you risk losing him completely.

IN
Stories, then, are the natural way to maintain interest and keep
attention. The human being has been conditioned over countless generations

S.
to learn from and listen to stories. It is still the number one way to
pass information along. How anyone can neglect to learn the art of telling

AD
a great story is beyond me. Want to improve your ability to sell, in print
or face-to-face, then you’re well-advised to improve upon one thing and
one thing primarily, your ability to weave a story into the fabric of
LO
another person’s life, and thereby cause him to change his life for the
better.
N

And now, for key element #4:

W

Knowing who you are talking to is better than having no idea – and this
works both ways, hence the need for an introduction.
O

It should go without saying that you don’t attempt to write an ad before

D

you’ve researched your market’s likes, dislikes and buying behaviors. Show
SO

me what people are buying and I’ll show you what they’ll buy more of.
Never assume you know, either – unless you’ve studied the market’s
purchasing habits.
W

Case in point, and a painful one. My first book, The Martial Art
of Wrestling, was a labor of love that I was certain would be an
instantaneous best-seller. I assumed that because I am a wrestler, and a
champion as well, that young wrestlers would buy my book in droves.
Why? Because when I was their age I would have bought my book.
Trouble is that young wrestlers spend their money on wrestling shoes, t-
shirts and summer camps, and very little else. Because they train with a
team and a coach, most wrestlers assume they don’t need a book to learn
anything more on the sport. On top of that, they’re cheap. Not a good
market to sell to – but I knew better. Or did I? Thankfully I learned
a big and valuable lesson, and fast. Haven’t seen me publishing many
wrestling books since my first now, have you?
Know who you’re talking to – and make doggone sure you let THEM know who

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YOU are, too.

Okay, let’s move on to key element #5:
How you dress is important. You should dress professionally without being
flashy. When a prospect sees flash, it tends to trigger alarm bells.
Claude Hopkins said it best, “People don’t buy from clowns.”
Yet, most websites today look like a clown put them together. This is
most apparent with the so-called “Flash” websites. When you hear someone
telling you that Flash websites rule – you need only picture a clown
coming to your door trying to sell you something.
Eddie Baran made plenty of Flash websites when he worked in the corporate
Silicon Valley world. And he can tell you that none of those websites sold
one dollar’s worth of anything.

IN
I feel almost the same way about HTML emails as I do about Flash websites.
That’s why I never send anything other than a straight-text email. There

S.
are many reasons for this, and the reasons extend way beyond the “look” of

AD
the email. In the future I’ll explain this subject in more depth – but for
now take it from Fure-cat, HTML emails may look prettier, but when split-
tested against a straight-text email, they come in a distant second.
LO
Key element #6 is nearly the same as the above, but let’s take a closer
look anyway:
N

Being well groomed is important. Better to be bald than have a full head
W

of hair with grease in it. Better to have a full head of dry hair blowing
in the wind than a ton of mousse holding every particle in place.
O

When you are selling, you’ve got to look the part. But looking the part is
D

not what you might think. By look the part, I mean that you’ve got to fit
within the context of what your audience is prepared to listen to and buy.
SO

But, at the same time, when your picture is used in a sales letter on
the Internet, you’ve got to make sure that every photo you choose ADDS
W

credibility to the copy. Anything that detracts from the copy should be
removed.
In many cases, I have found that a cartoon character of myself works
better than a real photo. But not always.
Sometimes a cartoon character can say things that a real person cannot
say. One thing is for certain, cartoons grab attention in a likeable way.
Key thing is that every picture and image fits the message you want to
convey. Anything you’ve thrown into the mix because it flatters your ego
should be removed.
When I returned from China last summer I had a great photo of me smiling
from ear-to-ear. I put it on a web page in place of a photo I had been
using that did not show me smiling. Result? The big, broad smile hurt
sales. I went back to the pleasant looking but non-smiling photo.

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Yes, I liked the smiling photo better – but my prospects didn’t. So it’s
gone. Simple as that. No hard feelings. No second thoughts. The numbers
don’t lie.
You will have to track and test to find what works for you and what
doesn’t, then you’ll know. Different markets look for and expect different
looks.
Alright, how about we examine key element #7:
Giving a discount is a good way to get someone involved if they
otherwise wouldn’t.
There are different types of buying behavior. Some people won’t buy
unless there is a sale. Some people could care less about sales, getting
discounts, and so on. They buy at full price and never look back.

IN
Moreover, they could care less if the price is reduced later on. That is
of no concern to them. They want the product NOW, not later. They want to

S.
enjoy the benefits of the product today – not a year from now.
On the other hand, there are a lot of “middle-of-the-road” types. These

AD
are the people who will buy from you when there is a discount, whether
they really want the product or not. The discount they are getting carries
more weight in their mind than the product they’re getting. All they know
LO
is they want something cheaper than the norm so that they can feel like
they did a good deed for the day: They bought something cheap.
N

Getting someone to purchase a subscription to something they might

W

otherwise reject happens all the time. Just show the prospect all the
money they’re saving – and Voila! – their wallet or purse opens and you’re
O

in the money.
D

On the Internet, you can have something on sale all the time – and doing
so will increase consumer spending. I have a couple front-end products
SO

that are always discounted, for the month of January, oh sorry, for
February, oh, and now for March, and so on. Remove the discount and sales
W

will decline.
I don’t recommend that you do this with every product – just a couple
front-end products that you rely on to get new customers in your funnel.
You can do it with books or newsletters. Show people what the “normal”
cost would be. Then show them your current offer – but don’t give in to
the crybabies who want the product even cheaper.
The other day a customer who had bought three or four products wrote asking
for a discount to one of my packages. We pointed out to him that he was
already getting the product at half-off with the current promotion. Didn’t
matter. He wanted to pay even less. We told him no. He then tried guilt.
“I guess it doesn’t pay to be one of the Furey Faithful,” he moaned.
Delete.
Moral of story: Create incentives to buy, but once you’ve established your
selling price with the discounts, don’t be bullied into lowering it further.

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And now, let’s bring in key element #8, the grand finale for this
newsletter:
Using a premium to close the sale is a very smart move because it causes
the prospect to act immediately.
There are so many ways to use premiums to drive sales that an entire
book could be written on the subject. There are the relevant premiums
that have something to do with the product being purchased. For example,
subscribe to newsletter, get five free reports that cover the same sort of
information in the newsletter.
Then there is the non-relevant premium. The goofy calculator. The faux
Rolex. The dog tags. The mouse pad. And so on.
Last May, I had an 05-05-05 Double Happiness Birthday Sale. It was both

IN
a spin off the rare occurrence of the date as well as the fact that my
daughter, Faith, and I, share the same birthday.

S.
We discounted almost everything we sell – and to top it off, we added a
non-relevant premium into the mix. With each order we would enclose a pair

AD
of wooden chopsticks, imported from China, with a dragon insignia on them.
The only reason I chose this premium was because we had 8,000 sets of
LO
the chopsticks in storage, and we’d never used any of them. I had good
intentions of using them as a grabber for a direct mail piece – just never
did. So I figured, let’s see how many of these we can get rid of. Let’s
N

see if this premium bumps response.

W

Well, I can tell you that we smashed all previous sales records to bits.
We slaughtered our previous best. Customers were fighting to get their
O

orders in so that they could get their pair of wooden dragon embossed
D

chopsticks. Tis true, tis true.

SO

Putting all special sales to the side for a moment, I can tell you that
the majority of my products have one or more premiums attached to the
offer. Most of the premiums are relevant. They have something to do with
W

the product they are already buying. And I know for a fact that removal of
these premiums will hurt sales – so they are in there to stay.
Premiums work especially well when you only have so many to give out – or
when you’re only going to give the premium to the first 100 or 50 or 25
– or whatever number you choose.

Putting It All Together

In a sense, what I have covered here is “basic” marketing know-how. Yet,
it is also violated by almost everyone in business, including many who
should know better. On occasion I have to lump myself into that category
as well.
Continuous repetition of the basics is not just for plebes. It is also
important for the masters of selling, too.

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Some time ago I put a photo on my website at www.knockoutmarketing.com,

that was taken from my October 2005 Internet Marketing seminar. I was
wearing a gorgeous blue silk outfit that really stood out. Made in China.
Perfectly tailored. The whole works.
It was the perfect outfit to wear before my group. But what about my
website? What about the people who didn’t know me yet? Would the outfit
draw interest? Or would it create a lack of trust?
In retrospect, now that the picture has been removed, it was not the best
choice. It wasn’t a horrible idea. It didn’t kill sales, but it did slow
them down a bit.
As I looked back upon my decision, I ascertained that I violated a
fundamental and basic rule of selling. I was too flashy, too soon. At
a seminar, what I wear is part of the event and because people can see

IN
me move, talk and teach – the outfit is ideal. But when you have people
coming to your website to check you out and you look too different, you

S.
might want to rethink things.

AD
The Most Important Skill of All
I’d like to close by telling you about what I think of as the most
LO
important skill of Internet Marketing. Contrary to what you may have
heard, the most important skill is NOT driving traffic to your website.
It is NOT setting up affiliate programs. It is NOT doing Google adword
N

campaigns. It is NOT learning where and when to advertise. It is NOT

W

sending out press releases or the writing of emails or blogs. And it is

NOT the latest, greatest technological marvel.
O

No, the most important skill of all is something that should, I believe,
D

permeate nearly everything you do, online as well as offline. And that is…
“connecting with your audience.”
SO

Anyone can put up a website. Anyone can learn to drive traffic. Anyone can
put up an ad, write an email, and so on. Yet, even when you know how to
W

do all of these things, if you don’t connect with your audience, you just
won’t make very much money.
There is much that goes into the forging of a connection with your
audience. On the outside it appears to be mere “mechanics.” But it isn’t
just mechanics because when someone models the mechanics he doesn’t get
the same results as the person being modeled.
There is an intangible, higher level of skill that is not readily observed
from the outside. It cannot really be seen. It can only be felt.
What I’m talking about is the internal desire the salesperson has to make
a strong emotional connection with his audience. You can connect in a fake
way and get some results. Or you can connect in an authentic way and build
a huge following.
The key difference lies in the word “authentic.” Although some would like

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you to believe that authenticity is something you can model, it is not.

You are either authentic or you aren’t.
Being authentic requires that you accept who you are as a person and that
you project this self-acceptance into all you do. The salesman who is
uncertain of who he is will have a hard time outselling the person who is
comfortable inside his own skin.
When someone is comfortable with who he is, and is knowledgeable and
skilled in what he is saying and doing, he will project an aura of
confidence and trust that is hard to match. People unconsciously pick up
on this confidence and they reward you with their dollars.
But it all begins with a DESIRE to connect.
How do you connect? You connect by not just doing the things I have

IN
outlined in this n/l. You connect by doing these things with the desire
to strengthen the bonds, gain trust, and in so doing, live a quid pro quo

S.
lifestyle.
To paraphrase Zig Ziglar, you give people what they want – and they give

AD
you everything you want.
Incidentally, and this is too important to overlook, the great Zig got his
LO
start as a door-to-door salesman. Today, at 79, he is still going door-to-
door. Only difference is he attracts large audiences who sit before him to
not only hear his message, but to buy a piece of him and take it home.
N

Zig has all the mechanics of a great salesman; he also has the desire to
W

connect. And that he does. Maybe that’s why his name will almost always
come up first when you ask someone to name the top three professional
O

speakers in the world, today.

D

Yes, the door-to-door sales pro – there’s a lot to learn from him when you
SO

want to sell on the Internet.

W

Matt Furey
P.S. By the way, I’m looking at putting together an incredible seminar
in the fall that will cover this whole subject in minute detail. To my
knowledge, it has never been done before. I’mb betting this will be HUGE
– so stay tuned.

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Internet
Marketing
Money-Generator
The Newsletter for Online Entrepreneurs

IN
April 2006

S.
The Psychology of Website Surfers

AD
Last week I was watching a series of DVDs on how to make money on the
Internet. I won’t say who put them out – but the guy speaking made a
LO
statement that I found amusing. He said, “People who come to your website are
not coming to buy. They’re coming to your site to get more information.”
N

Just so you know – this is merely a belief about online behavior. It is NOT
reality. The reality of online behavior is as follows:
W

1. Some people visit websites searching for free information and they will
O

never (or rarely) buy anything.

D

2. Many people visit websites with the intention of buying something and
do so.
SO

3. Many people surf the Internet, looking for something to buy, but due to
their fear of making a bad decision, they want more information first.
W

In spite of the reality of the above, because this online guru has a fixed
belief about website visitors, his site is designed in a way that fits his
belief system. This means that anyone who comes to his site LOOKING for
something to buy will have a more difficult time than he should.
What do I mean? I mean that you cannot find any buttons with words like:
Order, Products or Contact.
Why? Because he believes no one wants to buy. They only want information, and
if you have order buttons and product buttons, this will give them a red flag
that you’re out to sell something – and they’ll be gone.
My, my. I guess ALL of my websites are wrong.
Keep in mind that this guru also advocates that you should only have one
product per website – because if you have more than that people will be
confused. Yet, he himself, after hearing me speak a couple years back,
changed his website to reflect the sale of several products and has never

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changed it back to a single-product website. All this in spite of him saying

that he and his illustrious staff had done ‘extensive testing’ that proved my
way was wrong.
Well, being that his website has had multiple products for sale for well over
a year now – I can only presume that he and his illustrious staff tested
once again, and they found the Zen Master of the Internet™ – aka ‘ME’ – to
be correct.
Taken to the extreme, this guru’s views are dangerous to your online success.
For example, I know a copywriter who decided a few years ago to put up a
website that contains all the old issues of his “paid” newsletter. He put
them up for FREE. I guess because “no one wants to buy.”
On his website you’ll find nothing but these newsletters – some of which
contain sales copy for products – but I can assure you that if he had a

IN
section on his website that displayed his products as well as an order and
contact section – he would make far more money.

S.
Having articles and special reports on your website as an “added bonus” is a
good idea. But to build a website without having sections where people know

AD
where to go to LOOK for something to buy is a mistake. Make things as easy as
possible on the surfer and he’ll reward you with more of his money.
LO
The most important thing to understand is NOT that some people only want
information while some only want to buy. That’s not it at all. The key thing
to understand is what Napoleon Hill taught many years ago to salespeople. And
N

that was “knowing” the basic buying motives of human beings.

W

What causes a person to buy anything? Why does he want to buy a product?
Sadly, most website owners have no clue about the 9 Basic Buying Motives that
O

Hill taught. Perhaps you can guess and get two or three of them right. But
D

that is not enough. You need to know the 9 Basic Buying Motives like the back
of your hand – as well as the palm of your hand. So here they are, followed
SO

my explanation of each.

9 Basic Buying Motives

W

1. The Emotion of Love – This buying motive is HUGE simply because it can
dredge money that doesn’t exist, simply because of one man or woman’s
love for another. Whether it’s a wedding, a piece of jewelry, a college
education, a new car, or the hope of saving a loved one’s life with a
medical treatment – we will part with our money very, very fast. In fact,
for the love of another person, people will gladly give their entire
life’s savings, and then some. Figure out how you can tie the emotion of
love into what you’re selling and you’ve got a distinct advantage.

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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2. The Emotion of Sex – I guess I don’t need to tell you that SEX SELLS.
And one of the quick and easy things about it is that it sells so well
that you can let pictures do much of the talking. If good copy is added
to the selling of sex, it will do even better – but the fact is that it
does well regardless.
On the Internet, most of the sex that sells falls under the category of
“pornography” – yet, there are many fine and honorable products that have
nothing to do with “porn.” For example, anything that helps men overcome
sexual dysfunction is a hot seller. It can be little blue pills, vitamins,
herbs or a dietary regime. It can be a program like Chuang Shang de Gong Fu
– China’s Secret Sexual Lovemaking System – which I launched a couple years
ago. You can read the copy at www.chineseculturesecrets.com.
Books and DVDs that simply teach how to have better sex more often are big
sellers. As are all the sex toys, lotions, outfits and so on.

IN
Then there is the tying of SEX into whatever you’re selling. And yes, I do

S.
mean “whatever.” I haven’t chosen to do so, but putting a hot babe into
virtually any advertisement, whether it is relevant or not, can boost response.

AD
I continue to be amazed at all the “pick up chicks” guys who don’t have a
single photo on their website of them living it up with hot babes. I’ve told
this in a number of seminars as well as in MasterMind sessions, and to date,
LO
not a single pick-up artist has followed through, which astounds me.
I hope that Chet Rowland – www.chetsdatingsystem.com – or Lance Mason – www.
N

pickup101.com – will be the first to put photos of themselves being groped by

bikini clad women. This is a no-brainer for what they’re selling – and being
W

they’re the best in their field, they should do this – like yesterday.
O

Uh-oh – I guess someone finally DID take a portion of my advice – albeit

badly. Ross Jeffries at www.seduction.com – who attended my Internet seminar
D

last October and sent an email to our office stating that he increased his
SO

business online by 60% from what he learned at the event (note: it would
be a whole lot more if he were coached by me) – FINALLY put up a picture
of himself with two bikini clad women. Trouble is they both look like “coke
W

whores” and he’s pointing instead of smiling while getting groped. Even so,
I’m betting this single change (even with all the other mistakes he’s making
with the picture and copy that I haven’t mentioned) has improved his sales
because at least he’s doing something that is moving in the right direction.
Mark my words, amigo, it’s a good idea to work more sex into everything
you’re selling. Even fitness.
Eddie Baran – www.eddiebaran.com – per my suggestion and guidance, just put
out a fitness book for women called Body Sculpting Bodyweight Exercises for
Women. The two women who modeled each of the exercises are piping hot – and
Eddie was smart enough to take a lot of photos with them hugging him. He’s
got one on his site – and let me tell you, it positions him better than the
pick-up chicks dudes. Not only that, but Eddie looks happy as hell in the
picture. He’s proud of the women he has hanging on him. Meanwhile, Jeffries
looks like he’s trying to be a tough guy more than an expert lover.

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3. The Desire for Financial Gain – How to Make Money, How to Save Money, How
to Make a Killing in the Stock Market, How to Retire Early, How to Stretch
Your Dollars, How to Hide Your Money – all of these are variations of the
same basic motive – improving your financial well-being.
Courses on real estate, stocks, collecting coins, marketing, selling, and
so on all appeal to this desire – as do seminars and coaching programs. The
entire Gold Crown program, as well as my seminars and MasterMind appeal to
this motive in a big way.
Sometimes this motive carries with it the need for you to overcome peoples’
doubts and disbelief. So it’s important in those instances that you “show
proof” in as many ways as possible. For my Internet marketing seminars,
showing a picture of me before my HUMMER was not enough proof. Nor was
talking about how much money I have made or my students have made. The one
thing that helped in a big way was when I showed the shopping cart system

IN
screen captures of how much money I had made online.

S.
You might think it’s a stretch to link financial gain to your product or
service – but it’s not that hard to do. In February I spoke about my belief

AD
that getting a weekly massage contributes to increased income. Mike Storms
then quickly added that he believes this to be true as well, and that the
size of the tip you give helps, magnify it. Think of that. Not only the
LO
massage – but over-tipping – can lead to increased financial gain.
Suppose you’re selling cosmetic dentistry. Can that be linked to financial
gain? Of course. So can fitness. So can meditation, visualization, Psycho-
N

Cybernetics, memory programs, Vocabulary building programs, and so on.

W

Think of how you can add this basic buying motive into what you’re selling.
O

4. The Desire for Self-Preservation – Want to live a longer, happier,

healthier life? Join the club. Sure, there are those people who say
D

they don’t want to live to be 80, much less 100 or more – but they’re
SO

generally in no hurry to die right now.

I met a lady in a restaurant some time ago who wanted to know some details of
the Chinese Long-Life System. I gave her a couple of the movements, followed
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by stating that the goal of the program is to live to 100 years in superior
health. She immediately shuddered and began walking away while saying that she
didn’t want to live THAT long – www.chineseculturesecrets.com/long_life.html
– and began telling me her story. It was more than I wanted to hear. Again,
maybe she doesn’t want to live to 100 – but she WAS interested in preserving
her body for the time being.
Desire for self-preservation can even extend beyond the grave. And no, I’m
not just talking about creating huge monuments to bury yourself. I’m also
talking about creating “immortality” through the publishing of your own
books and courses. What author wouldn’t want to consider his works to be
“classics?” What author wouldn’t love to see his books outlive him? I’m sure
this appealed to Napoleon Hill and Dr. Maxwell Maltz.

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“Farmer” Burns – www.farmerburns.com – is most certainly dancing in his grave,

knowing that his famous 1914 course, Lessons in Wrestling & Physical Culture
is still going strong.
5. The Desire for Power & Fame – It’s no secret that many people desire
greater wealth for the feeling of power it gives them. At the same time,
there are those for whom money isn’t enough – so they seek power by
getting into politics.
Then there are the people who want physical power, mental power, spiritual
power and so on. They may not even be interested in fame – but they want power.
Those who don’t have the desire for fame may have a deep craving for
recognition on a smaller scale. World-wide fame may scare a lot of people
– but recognition in one’s hometown, school, group, team, or even in one’s
family or in the workplace may be incredibly important.

IN
Many items and services are sold by understanding the feeling of power and
goodwill you give someone when you recognize him.

S.
It doesn’t take much to persuade someone when you offer him fame/recognition.
As Napoleon once said, “A soldier will fight long and hard for a bit of

AD
colored ribbon.”
Think of how you can give fame, recognition and a feeling of power to your
LO
customers. I assure you that it’s not a difficult thing to do because almost
no one does it. Not only that, but because so few do it, the craving for it
is massive. Gets back to the Law of Scarcity. The more deprived someone is of
N

something, the more he wants it.

W

6. The Desire for Freedom of Body & Mind – One of the most enlightening
marketing experiences of my life was when I discovered that people often
O

want to make more money because of the freedom it will give them. People
D

want money, yes. But they want to live the ultimate lifestyle even more.
The ultimate lifestyle is really the bait.
SO

Show me someone who makes a billion dollars a year – but he works 20 hours a
day, 7 days a week – never takes a vacation, never has a day off – drives an
W

old beater vehicle and lives in a shack – and I’m not interested.
On the other hand, show me a man who makes far less than a billion dollars
a year, but drives a nice car, takes long vacations, stays in the finest
hotels, wears Italian clothes and enjoys fine dining – and yessiree, I’m
interested.
What good is all the money in the world if you don’t have a feeling of
body and mind that should go with it? What good is a billion dollars if you
don’t have health? If you can’t relax? Can’t take time off to walk along the
beaches or camp in the mountains?
Life is meant to be enjoyed. So think, how can you position your product or
service so that people feel that they’re going to enjoy a better lifestyle?
7. The Desire to Create or Build – Robert Frost once wrote, “All great
things are done for their own sake.”

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That’s a tough pill to swallow – and I’m not in agreement – but it does lead
to an interesting discussion about the innate desire all human beings have
to create. Many people have hobbies or activities they engage in, not in
order to make money or to acquire fame, power or any of the other motives.
They simply want to be better at doing something because they love the thing
they’re doing.
I bought everything I could on the subject of wrestling when I was in high
school and college. I worked hard to become a champion, in part because of
the fame and power it gave me – but the fact is that I still work on my
skills simply because I enjoy it. It was only when I got into info-publishing
in 1995 that I realized I could make money from my wrestling knowledge. Never
occurred to me for the first 25 years of training in the sport.
How to courses on many subjects do little more than appeal to someone’s love
for creating something more than they have right now. Even the study of how

IN
to make more money – for those who already have a lot – can be a labor of
love. It can be little more than pushing oneself to become more than you

S.
currently are. It is the financial equivalent of climbing Mt. Everest, not
because it is necessary – but because you want to.

AD
I believe that the desire for constant growth is part of Natural Law.
Anything that isn’t growing in your life is by law – going in the opposite
LO
direction. Therefore, I desire to keep improving simply because I believe it’s
the normal and natural thing to do. I also believe that fighting the urge or
ignoring the urge leads to discomfort and unhappiness.
N

When we were put on this earth we were given the creative power of thought
W

and its physical counterpart. So I believe we are happiest when we are

creating – when we have a goal to shoot for. When we are deprived of a goal
O

to aim for, we’re like a boat floating in the ocean with no sail, no motor,
no life support and no map. Not a good way to go through life.
D

8. The Desire for Revenge – I believe there are a lot of people who are
SO

more motivated by “getting back at someone” than they are in creating

their dream life. Proving someone else wrong is an intense desire and
knowing how to tap into it is a skill worth having.
W

Even though I personally don’t sit around thinking about whom I need to “get
back at” – I understand that this is part of many other peoples’ thinking and
so you bet your sweet Mama I’ll use it when the timing is right. But don’t
misunderstand, I’m making a strategic choice – not one based on hate or envy
(even if it appears to be just that).
The good thing, for us, is that those who desire revenge usually don’t do
anything that can make them more money. Those who hate Ann Coulter, or Rush
Limbaugh, or Howard Stern, or the current president are more likely to put up
a free website to trash them and nothing more. Very dumb and a waste of time.
The smarter folks are the ones who make big bucks capitalizing on the revenge
factor – or in simpler words, others anger and hatred. Trashing Hillary,
Bill, Bush, and so on is big business. Ask Al Franken. Ask the Swift Boat
people. Ask Rush. He makes 30 million a year getting back at Democrats. Not a
bad fee, eh?

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From time to time you’ll see me hammering lines like, “Destroy Your
Competition,” and so on. In fact, that’s the motto of www.combatwrestling.com
– a site I have barely looked at in years, even though at one time it was my
main site.
[As an aside: In the year 2000, I realized that if you’re going to be a
celebrity online, you better start with owning your own name. So I bought
www.mattfurey.com and have never looked back.]
When I write emails that trash the French – response goes through the roof. I
make sure I do it at least once a year – and in almost every seminar. Sure,
one or two people will get mad, but the pop I get from everyone else tells me
it’s good business.
Incidentally, did you see the idiot French rioting on t.v. lately. They’re
getting beaten by police because they want something for nothing. Reminds me

IN
of the military joke, “French Rifles for Sale. Never Used. Dropped Once.”
9. The Emotion of Fear – It’s a good thing I saved this one for last

S.
because it most certainly is the most effective, financially speaking,
tactic there is.

AD
Before I explain all the reasons why, you should know that there are
many different types of fear – or as Napoleon Hill would say – “ghosts
LO
of fear.” And although we’ve heard over and over again, “there’s nothing
to fear but fear itself” – the F.D.R. – which Hill wrote for him when he
worked as his speech writer in the White House – as well as the Zig Ziglar
N

line, “Fear stands for false evidence appearing real” – we are still easy
prey for this tactic.
W

Why? Simply because fear comes in so many forms and guises that it is nearly
O

impossible to fend it off at all times. Moreover, if what you’re being sold
is perceived as the “antidote” to your fear, the salve for your wound, well
D

then the choice is simple. Buy the thing and your fear demon will go away.
SO

The biggest fears we have are as follows:

Fear of Poverty
W

Fear of Old Age

Fear of Ill Health or Injury to Body or Mind
Fear of Criticism
Fear of Failure
Fear of Success
Fear of Being Embarrassed
Fear of Loss of Love
Fear of Being Left Out – Missed Opportunity
Fear of Making a Mistake
Fear of Being Taken Advantage Of – Ripped Off, Lied To
Fear of Fatigue
Fear of Death
Now, although I can go into each of these fears in great depth, in this issue
I only want to cover one, and that is the “fear of being left out.”

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This is not a fear that Napoleon Hill mentioned – but it is mega important
when you think about selling. In its more positive phrasing, I prefer to call
this the “Law of Scarcity.”
You may think that the “Law of Scarcity” means something like – ‘there’s only
so much to go around’ – or you think ‘supply and demand.’ And in both cases,
you are right. At the same time, though, the Law of Scarcity is your weapon
of choice when selling, and choosing NOT to use it is, in my estimation, a
HUGE mistake.
Some years ago I coined the phrase, “Live in a world of abundance, but sell
from a world of scarcity.”
This means that YOU believe in the axiom, “There’s more than enough for
everyone on the planet, and then some.” That’s your view of money, wealth,
earthly possessions, etc. But it would be a mistake to use this world view on

IN
prospective customers when you have goods and services to sell.
Heaven and earth will move when there’s only so many left of something that

S.
you’re selling – or there’s only a few seats left – or there’s a “freebie”
that is only given to the first 29 people, and so on.

AD
I often tell the story of being a young boy in a shoe store. This is back
in a small town in Iowa, named Carroll, with a population of 10,000. Well,
LO
when I sat down and got fitted and the salesman and I determined the right
size and style of shoe for me, he walked into the back then re-emerged a few
minutes later with the “last pair in stock.”
N

Over the ensuing years, I discovered that this salesman’s technique must
W

have filtered to every area of the country. Why? Because no matter where
I went and no matter what size or style of shoe I needed, the tactic was
O

always the same.

D

“We only have one pair left” – or “this is the last pair in stock.”
SO

Amazing, isn’t it? And who would I be to challenge this statement? What was
I going to do, ask if I can go back and look to see if there were more? Not
at all. I wanted the item – and this nudge was what I needed to get off my
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wallet and buy the darned thing.

Now, you may think that you’re above using such a tactic. All I can say is
this, based on personal experience as a consumer and as a seller of goods and
services – there is very little that can compare to proper and systematic use
of the Law of Scarcity. In fact, this “Law” is so powerful I believe it is
virtually impossible to overuse.
Do you want to know why? Okay, it’s because all goods and services do have a
finite number available.
When I hold a seminar, for example, there are a finite number of seats. Even
if I were to hold an event in a football stadium, there would be a finite
amount of seats to sell – and there would naturally be discounts available to
those who enroll first – or special prizes. There would be premium “box” seats
for people who want to dine on filet mignon, lobster and caviar. There would
be cheap seats and there would be middle-of-the-road seats.

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Anyway you slice it, though, all can be sold and people know that.
It’s no different when selling pre-construction luxury condos, either,
as Doug Doebler – www.dougdoebler.com will tell you. He sold 100 million
dollars worth of them last year over the Internet – and with the help of
Millionaire MasterMind member Lou Vukas – an info-publishing superstar in his
own right, they’d like to double that figure this year. Be sure to check out
Lou’s course on buying luxury condos at wwww.milliondollarrealestatedeals.
com. He breaks the process down to the ridiculous, making things so simple a
kindergartner can understand.
When selling on the Internet, or in any other medium – you must understand
that the prospect needs you to give him reasons to act NOW. If you don’t give
him good reasons to buy now, oftentimes he won’t – even if he really wants
the item.

IN
This is why direct response marketing is so powerful. You’re asking for a
response NOW – not when the prospect feels like it. You’re using devices

S.
to get a “yes” response as soon as possible. And the more devices you have
to do that, the better. Otherwise, it is human nature for the prospect to

AD
procrastinate and delay. It’s human nature for him to put your offer to the
side with an “I’ll get to that later.’
But later never arrives for many people. This is why you have to continually
LO
beat the drum. You have to continually sound the trumpets and blow the
bagpipes. If you don’t, you’ll be ignored. You might think that if you let
out a roar once that this is sufficient. It’s not. A lion roars every single
N

day. If he ever stopped he would quickly be removed as king of the jungle.

W

If you want to rule your “jungle” – you’ve got to roar everyday. Non-stop.
Failure to roar is a recipe for forgetfulness.
O

The other reason you need to roar each day is because of the reality of how
D

we learn. All of us learn via ‘spaced repetition.” We see something once and
SO

we remember it for a few minutes, if we’re lucky. We hear it twice and it

begins to make a stronger impression. But even two times is not enough for
most people. Some people need to hear your message a hundred times before
W

they’ll do anything.
To market without using Law of Scarcity is akin to marketing without a roar.
Yes, you can sell without scarcity, but you can sell one holy helluva lot
more with it.
When you market this way you appeal to the Fear of Being Left Out – Missed
Opportunity. And provided that your product or service is perceived as the
terminator of some other fear – you’ve doubled your force.
There is much more I’d like to cover about selling on the Internet in future
issues – including the Psychology of Having Sales.
Key thing to keep in mind is that people DO surf online looking for something
to buy. Some don’t – but many do. This is why it is critically important that
you develop an orientation toward online surfers that is empowering. Ignore
all the riff-raff; all the dunderheads on free discussion boards; all the
idiots who want everything free on share-ware sites, and so on.

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Concentrate your attention and focus your mind on appealing to those who want
information before they buy as well as those who are ready to buy NOW. Both
camps have many soldiers.
Let me end this issue with a couple of my emails. Read them over. Then look
at them a second time and try to determine what basic buying motives I am
appealing to. This exercise alone may open your window wide enough to allow a
life-transforming breeze to touch you.
M.F.

Exercises to Increase Sex Drive

Hi Matt,

IN
I’ll never forget the day the 68-year old man I was training came into the

S.
gym and said, “You know something, I haven’t been able to get it up for five
years. But after two weeks of training with you, I’m driving my wife wild

AD
again.”
Gotta love hearing stories like that. Moreover, that story was told to me
back in the old days, when I was teaching weights and cardio.
LO
All I can say is that the exercises I teach in Combat Conditioning and Combat
Abs go waaay beyond weights and cardio when it comes to sex drive.
N

For example, the Hindu pushup doesn’t just build your upper body. It has been
W

known for thousands of years to help increase blood flow to all the sexual
organs. The mere arching of the spine and thrusting of the pelvis in this
O

exercise helps both men and women increase sensitivity and power in this area.
D

The bridge is HUGE for increasing sex drive, too. Just look at the mechanics
of it. You have to arch your back, lift your buttocks in the air and hold.
SO

Reminds me of a funny and true story. Had a couple from Canada who bought my
Combat Conditioning book and DVDs, as well as a t-shirt. The t-shirt has an
W

illustration of me doing a bridge. As can be imagined, the woman’s eyes were

drawn to my nether region – and she determined from this drawing that I must
have an erection. This was unacceptable to her, so she took a black magic
marker and colored me in.
Truth is I didn’t have an erection in the pictures taken for the book, but
perhaps that’s a good idea for an un-abridged addition.
Okay, back on track here. Hu-hummm. Too funny.
In Combat Abs – the first two exercises, the Farmer Burns Stomach Flattener
and the Vacuum – are deep breathing exercises that not only help burn
unwanted flab from your waistline, but they increase strength in the internal
organs – and yes, that includes the sexual organs.
Not only that, but many women who’ve hit the age of 40 and up and have
battled urinary incontinence – have found these exercises to fix that problem
within days.

46
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The Farmer Burns Stomach Flattener and vacuum also improve digestion in a big
way. Adam, a Matt Furey Inner Circle Member for many years now, wrote me back
in 2001 to say that he thought I was going overboard when I stated that these
exercises will improve digestion. But after doing them for a couple days he
KNEW this to be the case.
You can learn all the exercises I mentioned for next to nothing. By becoming
a member of the Matt Furey Inner Circle, you get Combat Conditioning and
Combat Abs gratis – along with five other gifts – and you get access to our
Member’s Only Discussion board, where you can ask as many questions as you’d
like for an entire year. Even questions about sex. In addition to that, each
month you receive a newsletter and CD where I take you by the hand – and lead
you to a better body.
If you want to be fit, if you want a better love life, if you want to be
supremely healthy and much, much happier, then skidaddle on over to http://

IN
www.mattfurey.com/furey_inner_circle.html and get your oars in the water.

S.
Kick butt – take names,

AD
Matt Furey
P.S. For even more advanced teachings on increased sex drive, go to http://
LO
www.chineseculturesecrets.com – I’m having a special on that product for a
couple days, so be sure to check it out. I met a guy at my January bootcamp
– he’s in his 50’s, and after getting the course he and his wife were living
N

their second honeymoon – if you know what I mean.

W
O

Almost Sold Out

D

Hi Matt,
SO

We’re down to 29 sets left of the best-selling Gama-Fitness course that I’m
willing to let go at the special discounted amount.
W

Believe me, you don’t want to miss out on this offer because Gama was 5000-0
in his career. That means you cannot lose when you have this program.
Go to http://www.mattfurey.com/gama_special.html NOW and place your order
before it’s too late.
The remaining 29 sets won’t last long – and Fure-cat is very sure of this
statement. So stand up and move forward NOW to make sure you’re not left out
in the cold.
Best,

Matt Furey
P.S. If you want to win in this game of life you’ve got to do what winners
do, especially those who never lost in 5000 matches. Go to http://www.
mattfurey.com/gama_special.html and become the winner you know you can be.

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR April 2006

Your 5 Second Fight

Hi Matt,
You’ve just finished work. You’re tired.
Your rump is dragging. And you’re not paying attention to anything but your
car keys.
You begin to open your car door – but you’re suddenly jolted with the feel of
cold steel jammed against your flesh.
Is it a knife? Is it a gun?
Doesn’t much matter if you are paralyzed with fear.
Well, let me tell ya…
What you do in the next 5 seconds determines whether you LIVE or DIE.

IN
If every cell of your body cries out, I want to LIVE – then you better find
out how by going to http://www.mattfurey.com/5_second_fight.html

S.
This is no joke. We’re talking about your life – and how to make sure no

AD
worthless low-down punk ever takes it from you.
Don’t run and hide. Don’t cower in fear.
LO
Kick ass and take names.
You’ll find out precisly how to do so, even when up against a knife or gun,
when you go to http://www.mattfurey.com/5_second_fight.html
N

This program has the Matt Furey Stamp of Approval. Go find out WHY right NOW.
W

Best,
O
D

Matt Furey
SO

P.S. The guy who teaches this program is so good that he takes old men,
middle-aged women, even those who’ve never had a lick of martial arts
training, and he turns them into wrecking machines in a weekend. Sound to
W

good to be true. I thought so at one time, too. Then I learned first-hand

that it is the real deal. Go find out why at http://www.mattfurey.com/5_
second_fight.html

48
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Matt Furey’s…
Internet
Marketing
Money-Generator
The Newsletter for Online Entrepreneurs

IN
May 2006

S.
Beware the Naked Internet Gurus Who
Offer You Their Theories
AD
LO
This month I’m going to give you a behind-the-scenes look at some of
the idiotic things that I recently heard at a copywriting seminar. It
N

was a good seminar as far as writing copy was concerned. But what was
W

said about the Internet… well, tis another matter. And let me tell you,
some of what I heard was so far off the mark it was all I could do
O

to keep myself in an emotional strait jacket. Yes, it was painful to

D

simply listen to the drivel without chiming in. But stay mum I did.
SO

Incidentally, if you quickly read the above paragraph, you may want
to read it again, as I just dropped a bomb that could help make you a
W

million dollars.

How? By knowing when to speak and when to shut up.

My wife and her family often comment that I am MORE Chinese than the
Chinese. They say this as a compliment and I accept it as one. What
they are saying, though, is that I know when to keep something secret
as well as when to reveal it.

Most Americans don’t understand this. They can’t wait to blab to

everyone in sight; they can’t wait to tell others what they know;
what they just learned at a seminar; how smart they are, and so on.
It’s a horrendous mistake, for many, many reasons – and one that left
uncorrected will haunt your bank account for the rest of your life.

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR May 2006

I can flat out tell you that I had to learn this lesson the hard
way. Yes, I used to be a blabber-mouth, too. At times I blabbed
strategically. I knew I needed a few success stories for the day in
which I began to charge for my marketing “know-how” – so I was generous
with my advice and time. Truth is I could have been charging for my
advice right out of the gate, but I didn’t think I could – so I didn’t.

After a few people I advised started to hit the $300,000.00 to half-

million per year mark, I knew it was time to have my first seminar.
Yet, even after I began charging to teach people my know-how, from time
to time I still got lured into the “big-mouth for no money” trap.

Today I’d like to think I’m totally cured. But as you now know, I still

IN
have to corral the impulse.

S.
Bitter Medicine Works Wonders

AD
The best medicine I ever received to help cure me of this sickness came
at the hands of a medical doctor whom I met him at a seminar many moons
LO
ago. The doctor told me that he wanted to come to my next seminar. I
believed him. I believed him so much that before I got a credit card
N

number I began telling him about the importance of doing daily emails.
He already had a good Internet presence, but was only emailing once a
W

week. I told him to test daily. He did. And he never stopped the test.
O

This means what?

D

He found out that I was giving him the straight scoop. And my straight
SO

scoop put a lot of money in his coffers. To show his gratitude for what
I told him – he did NOT sign up for my seminar. Instead, he emailed and
W

called my fulfillment company repeatedly, demanding that they give him

my phone number, so he could get in touch with me for a joint venture.

The answer was “no.”

Upon hearing “no” he yelled and screamed, began throwing stuff, called
the women names and so on. He tried guilt. He tried shame. He tried rage.

Same result. NO!

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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In a nutshell, the guy bull-shitted me about coming to my seminar as a

ploy to get me to cough up some valuable knowledge. I fell for it.

ONCE!

So remember this little story and see how it relates to YOU and your
life. Are you giving away your know-how for free? Do you feel the need
to impress others with your know-how when you attend seminars that you
are NOT a featured speaker? Do you, most importantly, find that doing
this leads to you making less money?

I’m betting it does. All your talking is little more than an ego
massage. For a few minutes, or an hour, you hold court. Everyone

IN
listens and you feel high and mighty. But high and mighty is no damn
good when you should have charged for what you know.

S.
Three Times to Openly Exchange Info

AD
There are only three times I ever advise others to openly share
information, and they are as follows:
LO
1. The MasterMind – In the context of a MasterMind Connection, such
N

as the one I have, you have a group of people working together

in a spirit of perfect harmony to help each other achieve their
W

goals. That’s very different from a mooch or leech sucking your

O

blood and giving nothing to you in return other than flattering

D

remarks like, “Wow, you’re great. Oh my God, you’re a genius.”

SO

Another MasterMind alliance is the one you form on a smaller

scale, with your spouse; or one that you hold with a business
partner. Naturally, in a context like this, you want open sharing
W

of ideas so you can help each other fulfill your goals.

2. A Quid Pro Quo Business Relationship – In terms of a quid pro

quo, on that rare occasion in which you meet someone who has
a valuable service or some valuable information he can give
YOU – be sure you reciprocate and show gratitude. Don’t just
take and say thank you. Give back to him. I’ve had this sort
of relationship with a few others for years, and it has worked
beautifully because the others I have chosen and kept around are
just as much into giving as I am.

3. Help a Friend in Need Due to Catastrophe – This one is a little

tricky because you may think EVERY friend or family member is

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR May 2006

“in need.” They are NOT. Family will oftentimes be the worst
choice you can make when you want to help someone. The only
people I advise giving your know-how to for free are those who
just suffered a catastrophe of some kind, and can use a boost. At
the same time, when giving the boost, you have a strong belief
that the person will use the helping hand you are giving him and
will get back on his feet in short order. This sort of person,
however, is rare. Choose carefully. And be very careful about
how you define the word “catastrophe.” A stubbed toe is not a
tragedy. Getting slammed by a hurricane is.

Sit Back and Listen

IN
Other than the three scenarios listed above, it is almost always a bad

S.
practice to BE the genius. You’re far better off appearing the dunce.
Take a page out of this newsletter. Sit back and listen. If what you’re

AD
hearing is wrong, and the people espousing the drivel charged for their
musings – then turn around, like I’m doing here, and expose their
LO
idiocies – but only for a fee.

Makes sense, right?

N
W

Internet Trips, Traps and Pitfalls

O

Naturally, I wish I didn’t have to point out all the trips, traps and
pitfalls about the Internet – but if I don’t I wouldn’t be doing my
D

job. It’s one thing for me to show you the Furey Method for Making a
SO

Fortune Online. But even when I do that, there are those who think my
message too simplistic, too ugly, too primitive, too basic, and so on.
W

Then there are the others who like what I teach, but are continually
in search of MORE – which I strongly encourage, yet they’re not yet
psychologically or monetarily secure enough to test and discover the
difference between hard-hitting good ideas and absolute ignorance of
how to market your products and services.

I am skeptical of most of the latest trends on the Internet. I like to

be on the cutting edge – but I want to wield a sword that slices and
dices and has no rust stains on it. I want my sword to be swift and
mighty. I don’t want a sword that breaks easily. Keep this metaphor in
mind when someone comes along with a bad marketing idea.

Por ejemplo, I’m now going to list some traps of Internet ignorance
that far too many people fall into. After I list each trap I’ll give

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it the Zen Master treatment with a thorough sword slashing. In this way
you’ll understand not only why these ideas are traps, but how a simple
change in your focus can bring you a fortune.

Trap #1 – Set up a free discussion board on

your website to drive tons of traffic!
Yes, you may drive traffic with this method, but much of it is
“nuisance” or “tire-kicker’ traffic and after awhile you’ll be spending
all day monitoring the idiots (or paying someone else to do so).
Morons will come onto your discussion board with made up names like
“Haywood Jablome” and they’ll do nothing but spread hatred and dissent.

IN
Competitors will lurk and tell people that your products aren’t any
good. Ideas will get tossed around that your competitors can put to use

S.
BEFORE you do.

AD
If and when you release a product that has a premium price tag, don’t
be surprised if your loyal fans suddenly begin kicking your house down.
They’ll whine, piss, moan and complain that you’re greedy; that you’re
LO
just in it for the money; that your prices are unreasonable, and so
on. And at that point, you’ve lost control of your group. You now have
N

a mob.
W

I know a businessman who came out with a 400-page fitness manual

O

that was a compilation of articles he’d written over a four or five-

D

year span. The manual was initially priced at $99.00. His fans went
ballistic and demanded the price come down. The business owner listened
SO

to the audience and lowered the amount to $69.00. This was the second
mistake (the first being that he had a discussion board at all).
W

Sensing that the biz owner was easy prey, the tire-kickers continued
until they got the price down to $49.00.

Talk about WEAK positioning!

On the contrary, last September, I launched the Chinese Long Life

System. When I first introduced the product at $249.00, there was no
free discussion board for people to whine on. Not on my site, anyway.
Yes, I received a few poverty conscious emails complaining about the
price tag – and they were abruptly aborted and ignored, with the
exception of one, which I’ve used for canon fodder at my seminars. It
was the guy who wrote, “Sell 300 sets at $249.00 or sell 10,000 sets at
$30.00 – do the math!”

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR May 2006

I did the math alright.

I kept the price at $249.00 and sold $500,000.00 worth of the product
in the first month alone. Then I tested it at $199.00 and it sold less
at that amount than it did at $249.00 – so I re-set the price at the
original amount. The program is HOT – that’s why it sells – and you’ll
understand why when you check out the copy on the site. Go to
www.chineseculturesecrets.com/long_life.html to see what I mean.

Key Point: No one, not a single customer or a single non-customer

influenced my pricing in the least. I decided on the price on my own –
and that’s the way it should be. Then I tested it and let the audience
determine if I was right or not. Turns out we’re in agreement.

IN
And now, for the grand daddy of all reasons

S.
why you shouldn’t have a free discussion board

AD
on your website.
The worst thing about a free discussion board is that the people who
LO
come onto the board EXPECT you to be at their beck and call 24 hours
a day, 7 days a week. Not only that, but because the service is FREE,
N

your back-end marketing position is weakened. You’ve conditioned your

W

website reader to expect free, free, free. You’ve conditioned him to

view you as “easily accessible.” Moreover, because your time is free
O

and access to you is only a mouse click away, if you want to begin to
D

sell coaching, charge for consultations, have a member’s only site,

SO

etc. – it’s going to feel like an insult to those who think your time
and knowledge aren’t worth paying for.
W

There’s an old saying, “Easier to loosen up than tighten up.”

Remember that in regard to free discussion boards. If you give your

knowledge and TIME away for nothing by answering questions on a
discussion board, then it will be very difficult for you to “tighten
up” and charge a fee for it in the future. Not impossible, mind you
– but much more difficult. You are FAR better off having a “member’s
only” site in which people PAY to interact with each other, whether you
are there or not. In fact, on my member’s site –
www.mattfureyinnercircle.com – I flat out tell the members that I am
not at their beck and call.

Listed below is a portion of the copy that appears on the discussion

forum page for the Matt Furey Inner Circle. Read it and pay close

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attention to how I let the member know that no bull crap is allowed as
well as that I am not around most of the time:

Dear Inner Circle Member,

Originally, this discussion board was NOT supposed to be part

of your Matt Furey Inner Circle Membership – but I decided,
as a special bonus, to give it a trial run. Because everyone
has behaved like adults and cooperated, I've decided to keep
it – so long as it continues to be a place of intelligent
discussion and nourishment. However, if this board becomes a
place for insults, nit-picking, whining, complaining, fault-
finding and so on – we will have no choice but to remove it.

IN
We want a positive atmosphere for you and everyone else

S.
involved in the MFIC. Please help us continue along that
path. We encourage you to ask questions, tell of your

AD
experiences and results – help others who have concerns,
exchange information – and so on.
LO
As my schedule allows, I come on board to participate in
discussions, answer your questions, and so on. Oftentimes,
N

however, there is no need for me to personally answer each

W

question because other long-time and highly-experienced

members beat me to the punch, giving you a plethora of
O

powerful life-changing information.

D

In the event that you are given bad advice or advice I

SO

do not agree with, either I (or Ed Baran, acting as my

representative) will come on board, make corrections, and
W

emphatically give you our advice.

Post your questions on this forum. (Any customer service-

related questions should be sent to innercircle@mattfurey.
com.) Do NOT send your fitness questions to us by email.
Please post them on the forum.

Now, for the rules of this forum.

No insults.

No nit-picking

No whining.

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR May 2006

No complaining.

No flaming.

No fault-finding

No links to other websites unless approved by me.

No posts with only one name or initials. You must post

with your full name (first name and last name) and your
email address.

Any post violating any of these rules will be removed from

the forum.

IN
Looking forward to helping you become all that you can be.

S.
Matt Furey

AD
Final Remarks on Discussion Boards: Like so many of my other teachings,
my assessment of free discussion boards comes from The School of Hard
LO
Knocks. I had a free discussion board for several months during the
1997-98 era. It quickly brought a lot of traffic – much of it unwanted.
Monitoring the board became a full-time headache/nightmare. In some
N

cases, yes, we did make sales from having it. But I think I have proven
W

that I’ve made far more sales without it – and done so without the side
O

effects. Not only that, but those who participate in the Matt Furey
Inner Circle discussion board today (all paying members I must add once
D

again), are the BEST customers you can ask for. They not only pay for
SO

access to the board – but a good many of them are the FIRST in line to
buy whatever I come out with. Isn’t that the way it should be?
W

I realize there are some wannabe Internet gurus who teach wannabe
Internet marketers to go on free discussion boards as a valid money-
making tactic. And yes, I’m sure you can make a sale or two per day
doing business this way. Yet, in the big scheme of things, those who
spend all day going from discussion board to discussion board are no
different that the troll waiting under the bridge or the panhandler
on the street corner looking for someone to give him another quarter
that he can use toward the purchase of another bottle of booze. It’s a
lousy way to make a living. Invest your time and energy in low-level
activities and you’ll live like a street urchin.

It’s far better to take some time to position yourself for a dream
career. You don’t do that by chasing nickels and dimes.

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Trap #2 – When sending emails, give people

your best stuff!
Contrary to what some Internet gurus will tell you, the purpose of an
email is NOT to give people information. The purpose of an email is the
same as me knocking on your door or calling you by phone; it is the
same as me running a space ad in a magazine or putting an infomercial
on tee-vee.

The purpose of an email, plain and simple, is to MAKE SALES. And you
do NOT make more sales by giving people your best stuff. You make more
sales by giving people a small taste of what they can have in abundance
if they get your materials.

IN
Remember, people come to your website because they’re hungry, and if

S.
you eliminate their hunger by giving them a 4-course dinner of the

AD
nuts-and-bolts knowledge to do things without your products – then
you’re not going to make as many sales. Instead of making your customer
salivate for more of you, you’ve curbed his appetite.
LO
What are people always hungry for? Answer: A good story.
N

Telling a good, motivating, riveting story about how well your product
W

or service works – or giving a list of success secrets that excite the

prospect is key to successful email marketing.
O
D

Your job is simple. You are to place a few irresistible appetite-

stimulating bread crumbs on the palate of a hungry man. After he tastes
SO

the first couple of crumbs he should feel happy that you’ve reeled him
into your shopping cart system to buy your next product.
W

2 Types of Direct Response Email Marketing

There are two basic styles of email marketing: the dry, boring facts,
usually consisting of studies, statistics, percentages, and a host of
authorities who validate that what you say is true.

Then there is the email that is personality driven, loaded with stories
and metaphors that effect people at a subconscious level.

Which is better? Well, from my perspective, the story is and will

always be king. All else is commentary.

Facts, studies and percentages are fine, but if you make them part of
the story, they’ll work even better.

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR May 2006

Now let’s analyze what I’m saying from a historical perspective. Name
three fact-based books that were written over 40 years ago that are
still selling like bottled water is today.

What’s a matter? Having trouble coming up with any?

Okay, name three non-fiction books that are personality driven or

story-based, have been around at least 40 years and are still selling
today.

Man, that’s easy.

First of all, you have the Bible. Take your pick. Old or New. Been
around for centuries.

IN
Next you have Think and Grow Rich, How to Win Friends and Influence

S.
People, Psycho-Cybernetics, Ben Franklin’s Autobiography, and so on.

AD
All of the classics are laced with story after story. They also contain
facts – but without the stories, the facts are virtually meaningless.
LO
The same is true of email.

Far too many marketers want to impress the reader with their knowledge
N

in their emails. They want to prove to you how smart they are, how
W

much they know, what studies they’ve read, and so on. And this is
O

okay – but the truth of the matter is this: When you deprive people
of entertainment, when you only give them the stats, they won’t hang
D

around very long. You’re boring them.

SO

Anyone, and I do mean anyone, can read the latest study and parrot what
he discovered. You hardly need a brain to do that. With all my brains
W

tied behind my back I can always find a study to cut and paste into an
email. Big deal. Ho hum.

No, I am NOT saying that you should never offer facts, statistics or
studies. It is a good idea to use them. What I’m saying is the person
who gives people MORE than the facts, the person who gives people a
piece of himself each day; the person who enthralls you with life-
changing messages – he’s the one who will build a passionate following
that will reward him by buying virtually everything he puts out.

In your emails, give people a taste of you that leaves them wanting
more of you. Then, WHEN they buy your products and services, give them
your BEST STUFF. Your BEST is reserved for those who step up to the
plate; otherwise you’re casting pearls before pigs.

58
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By no means am I saying that you send out emails that have no value.
Your emails are incredibly valuable. But they do not contain your
greatest wisdom. Your greatest wisdom is something that must be EARNED
by the customer. It is NOT a given.

Trap #3 – Being enamored with the latest,

greatest technology!
Almost every week someone will email me and say that my website is ugly
and needs to be re-tooled. In fact, a couple days ago a guy wrote to say
that I should hire him to revamp my website with the latest technology.
He even went into unsolicited detail about what I should do.

IN
He proposed that I use FLASH. He also advised that I use a colored back
ground with all sorts of groovy new fonts. Then he told me that I need

S.
bigger images, more audio, more video, and so on.

AD
And get this: He even swore that adding games – yes, you heard that
right… GAMES – would help make my sales pop.
LO
I asked the guy the best question you can ask anyone who starts
advising you about making money on the Internet. I said, “So tell me,
N

how much money have YOU made on the Internet from your own website?”
W

“Well, I don’t actually have a website,” he replied.

O

“You don’t ACTUALLY have a website?” I chided. “Then don’t ACTUALLY

D

tell me how I should be using mine to make money.”

SO

Like so many geeks on the Internet, this guy had wave upon wave of
technological skill. But being a techno-geek has absolutely nothing to
W

do with real world marketing and selling.

How do I know? I know because I started online in 1996, and not as a

techno-geek learning algorithms and HTML code. No, I began with the
same modus operandi that I have today. I use the Internet to make
money, and for almost no other purpose whatsoever. And because I use
the Internet to make money, because I have a definite purpose for
using it, I am not easily enamored with the latest whiz bang tactic or
technology that comes down the pike. And you’d be wise to follow my
lead.

I’m not saying I am against new technology. I’m all for it… IF you can
“show me duh money.”

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A couple years ago I was talking to a geekster, I’ll call him Mark,
in between rounds of a seminar held in Cleveland, Ohio. Now Mark is a
great guy; very easy to talk to and quite personable.

But he ruined my favorable impression of him when he transitioned from

English to geek-speak.

“Do you use Camtasia?” he asked.

“No, I don’t,” I replied.

“Ooooooooh, you gotta get Camtasia. You just gotta have it. It’s
greeeaaaaaat. It’ll help make your DVDs pop.”

IN
“Yeah, how so?”

S.
“Well, it can do this, that, yada, yada….”

As I watched him going into an ecstatic trance about Camtasia, I heard

an old Meatloaf song playing inside my head. It goes like this: “Stop
right there, before you go any further do you love me, before you go AD
LO
any further do you need me, before you…”

As I heard the Meatloaf song inside my imagination I tapped him on the

N

forehead and said, “Mark, before you go any further tell me HOW and
W

WHEN this Camtasia techno-stuff has made you any money?”

O

My Socratic questioning hurt his feelings.

D

A few months later he told me about another software program, this

SO

one to be used online. What it does, for a mere $19.95 a month, is

give your customers and prospects a place to go when they want to ask
W

you questions. And it is supposedly making the people who sell it a

ton of money.

I took a look at the program. Yes, it solves a problem that many online
businesses have. But it’s a solution you don’t really need if you have
both oars in the water and you’re paddling in the right direction.

Here’s what I mean: Anyone who uses an “Ask Me Anything” software

program is admitting that he isn’t getting many questions sent to him
via email.

And why is that? The reason is simple. He hasn’t marketed himself

properly. He doesn’t communicate with his customers via email often

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enough. And when he does he isn’t communicating with them in a

friendly, open, down-to-earth manner.

My office receives a ton of questions each and every day. A ton. So

many that only a few are forwarded to me at my private email account
each day. I use what I learn in these emails as fodder for new
products, ads and marketing ideas. There’s no need for an additional
“Ask Me” program on another website because I already have an organic
one in place.

Another problem I see with businesses who use an “Ask Me” program is
that the people who are asking their questions aren’t being conditioned
to PAY for the answers. Bad positioning if you have an info-publishing

IN
or consulting business.

S.
Prospects and customers should be directed toward a program that they
pay for. Answers should not be free. Taken a step further, people

AD
shouldn’t even be in a position to ask you questions for free. They
should be paying for access to do so.
LO
The access could be an online member’s only forum. Or it could be a
coaching program. Or it could be a paid consultation.
N
W

Either way you slice it, though, you must always be asking yourself,
“What is the most productive use of my time right now?” I don’t know
O

about you, but telling people who aren’t already giving me money to
D

bombard me with questions is lame.

SO

One final comment: And this has to do with controlling the selling
environment. When you want to control a selling situation, you don’t
W

set things up in a free-for-all manner. You carefully craft the

questions that YOU want to ask – not the other way around.

Your job is to sell your products and services. And you sell best by
selecting what you want to sell, then leading the prospect by asking
him the exact questions that lead to the sale. Pick up a copy of Dr.
Seuss’s Green Eggs and Ham for a refresher course on this. Or Tom
Hopkins classic, How to Master the Art of Selling.

By the way, if you want an online software program that will help lead
people by the nose, where YOU ask the questions, where YOU control the
selling environment, where YOU elicit the type of feedback that means
something, then check out the program at www.surveymonkey.com.

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Trap #4 – Making a few cents from

Google AdSense!
The first time I heard the term “Google AdSense” I had an instantaneous
negative gut level reaction.

As far as Google is concerned, it’s a great idea. As far as an Internet

entrepreneur who wants to sell his own products from his own website, I
think it’s an incredibly dumb idea.

Here’s why: First of all, once again, you are NOT controlling the
sales environment. Someone goes to your site to read your salesletter
– or your article, and what does he see – little classified ads fffff…

IN
ffff… ffff…. I can’t even get it out of my mouth – fffoooorrr…. OTHER
PEOPLES’ PRODUCTS!

S.
What’s even worse, though, is that you don’t have full control over

AD
what competitor’s Google AdSense ads will appear on your website.
Ugggggh. This is truly a head scratcher.
LO
What are people thinking? It’s insane.
N

Let me be blunt: If your website is so lame, if your products are so

weak, if your copy is so bad that you ENCOURAGE people to leave YOUR
W

site and go to others – then you might as well quit the game.
O

There is a much smarter way to make money selling other peoples’

D

products. It’s only a million times more effective, too. It’s called a
SO

joint venture email. Novel idea, eh?

Earlier this year I sent an email out to promote Michael Masterson’s

W

Accelerated Program for Six-Figure Copywriting. I sent the email one

time – then had it posted on my blog. That email/blog has already
brought in OVER $100,000.00 in sales – and counting.

That’s the way you sell, my friend. Not with a stinking little
classified on your site that you don’t have any control over.

By the way, if you don’t already have the course mentioned above,
then you’re not really serious about making money online. All the REAL
players have it. Every last one of them. So be sure to go to http://
www.thewriterslife.com/ph/copywriting/ and check it out.

Just so you know, the results I’ve had with AWAI are by no means a
fluke. For example, Ralph Charlton and Tim Larkin with the TFT Group

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– www.targetfocustraining.com – have done over $70,000.00 from an email

I sent to my list.

I take great pride in whom I recommend to my customers – and my list

has come to respect and trust my judgment. A lousy Google ad on my site
undermines the whole operation. I don’t care if there’s money to be
made in it or not, it’s weak positioning that doesn’t hold a candle, in
credibility or earning potential, to a solid joint venture email.

Trap #5 – Believing Everything You Hear

You know the saying, “If I had a nickel for every stupid idea I’ve ever
heard, I’d be rich right now.”

IN
Well, I’ve heard plenty of dumb ideas over the last 10 years – but I

S.
thought I’d close this issue with a few more eye-openers that I heard
at this seminar. Here they are, with my brief remarks:

AD
“Women need a website that has pinks and pastels in order to convince
them to buy.”
LO
Absolutely pure ignorance. Check out Eddie Baran’s website – www.
N

eddiebaran.com. He’s selling to women without using a single pink

or pastel color. Rebecca McElDowney, the marketing director for AWAI
W

– told me that HALF of the buyers for Michael Masterson’s Accelerated

O

Program for Six-Figure Copywriting are women. Go to their website and

D

see if it’s in pink or pastel colors.

SO

“Send all your emails in HTML format.”

If you want to de-personalize your message, clog SPAM filters – not

W

to mention take a long time to put together each message, at great

expense, then this is correct. But if you’d like to knock out an email
in 10 minutes to a maximum of one hour, then hit SEND – I think you’ll
like your results better.

“Be prepared to spend $600.00 PER LEAD when you market on the Internet.”

My, my. Whoever is running THAT marketing campaign should be shot. I

believe in, bare minimum, breaking even from everything I do online.
But my goal is always to be profitable with every move I make. One of
my most recent online ads cost me $2000.00 for a month and it brought
me $8200.00 in sales. I think that’s FAR better than paying $600.00 for
a stinking LEAD, don’t you? But what do I know?

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Final Thoughts for This Issue

Now that I’ve got all of the above off my chest I don’t need to
explode. HA!

Also, the next couple issues will be written from my vacation home on
China’s Hainan Island – possibly even dictated whilst I get a foot
massage. Oh boy!

Be sure to tune in once again as I give you the scoop on what REALLY
makes BIG MONEY online. Forget all those nickel and dime ideas being
passed around by the wannabes. Let’s play the game to WIN – and let’s
WIN in a DECISIVE MANNER.

IN
S.
AD
Matt Furey

P.S. Before I go, I realize I forgot to tell you the very BEST dumb
LO
thing I heard at this seminar. It was this: “You’ll make more money
with your online business on weekends and holidays than you will during
N

the week because most people use the Internet to escape.”

W

WHAT?????
O

I almost said something on that one. Yes, there is a time when people
D

want to escape via use of the Internet – but it’s not on weekends and
SO

holidays. It’s during the week, when they’re supposed to be working.

W

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Internet
Marketing
Money-Generator
The Newsletter for Online Entrepreneurs

IN
July 2006
So, You Want to Drive Traffic to

S.
Your Website?

AD
Several moons ago, after I gave a talk on Internet marketing at a Dan
Kennedy Copywriting seminar, a man from Chicago came up to me and asked:
LO
“How do you drive traffic to your website?”
When I heard this question I was stunned, for two reasons. First, when
N

you think about what you want for your website, the objective is NOT to
drive traffic to your website. Your objective is to make money FROM the
W

traffic that is driven to your website. Period. End of story.

O

Go to the SuperBowl – or WIN the SuperBowl?

D

There are a gabillion ways to drive traffic to your website. Many of

SO

them are lame because the focus is only on “driving” the traffic rather
than on selling the traffic. Big difference, my friend. It’s no different
than players on an NFL or MLB team talking about “going to the Super Bowl”
W

or “going to the World Series.” When you hear football players saying that
their goal is getting to the Super Bowl – or baseball players saying their
goal is to play in the World Series, understand you are listening to the
words of the eventual loser.
The goal in professional football or baseball is to WIN the Super Bowl
or the World Series. It is NOT to GO to it. At least not if you want to be
a champion.
So keep this in mind: No matter what the method of driving traffic, you
should have only one question to ask and that is, “Is it making me money?”
If it’s not making you money, there are one or two reason. Either the
traffic is not hungry for your product, they’re not buyers – OR the copy
on your website is not good enough to get the traffic to buy something.
Reminds me of the story Jo Cavanaugh told about a man who owned a
website that ranked around the 2 million mark in his field. He hired her

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to optimize his website. She did so. And three months later, when you typed
in the key words for his highly competitive field, he was number one (#1)
on Google, Yahoo, MSN and so on! He literally went from total obscurity to
tops in his field. Yet, all he did was piss and moan because the traffic
wasn’t converting into dollars.
Well, where lies the solution to this situation, my friend? It cannot
be that people who use the search engines NEVER buy anything. I’d be in
trouble if that were the case. The solution MUST be that this man needed
to change his copy, perhaps even the layout and design of his website to
help the traffic understand what he wanted them to do.
Focus. Focus. Focus.
Stop the blame game. What you are doing either works – or it doesn’t.
And if it doesn’t work it’s because your approach is either totally flawed

IN
or partially flawed. Remember this.
Jo did her job. She took the guy from a zero-to-hero ranking in three

S.
months. What more is she supposed to do? She did her magic act. Now
it’s time for the website owner to do his. Sadly, he didn’t want to. He

AD
preferred blaming.

Reason Numero Dos

LO
Okay, enough suspense. Let’s move on to the second reason I was stunned
with the question the Chicagoan asked. I was stunned because I could
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envision so many different ways to drive traffic to a website that I didn’t

W

know where to begin. It’s sort of like asking someone for a referral. If
you say, “Do you know someone else who might be interested in our product?”
O

– the person looks at you with a glazed donut expression. He can’t think of
D

anyone because you’ve given him the whole world to picture at once.
SO

On the other hand, if you can get the person to focus on the immediate
circle of people he plays golf with, or goes to church with, or talks to
everyday on his cell phone, that’s an entirely different matter.
W

If the man had said, “Matt, I’m a writer. I’ve got a couple books out.
They’re selling well but I’d like to know how to get the buyer to go online
so I can turn him into a BIG customer rather than someone else’s buyer.
What do you suggest?”
Well, alrighty then – now we’re in business. NOW I can give you some
major league answers. But before I do, let me ask you to…

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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Open Your Eyes – Open Your Mind!

The reason I am saying “open your eyes – open your mind” is simple. So
much of what you need to know can be quickly observed and understood if
you simply make a decision to open your eyes, take a deep breath, open
your mind – and observe a tiny portion of reality – and no, I’m not talking
Internet reality.
The foregoing paragraph, mind you, contains a valuable secret, if not a
command, that once implemented on a consistent basis, will truly turn your
life and business around. The idea is simple – yet it requires a moment of
reflection wherein you ask questions like:
1. What do I see other businesses doing to advertise and promote
their websites?

IN
2. What are the blatantly obvious ways other businesses are promoting
their websites? What are the more subtle ways?

S.
3. What have I observed that I would like to try in my business?
Now, truth be told, if I stopped right now and the rest of this issue

AD
contained nothing but blank space for you to spend a few hours answering
these questions, you would have been given full value, and not just for
LO
this issue but for the entire year.
And no, I’m not kidding. And to prove it to you, I’m going to do as I
am advising you to do. I am going to spend the next few hours listing a
N

plethora of different ways, off the cuff, to drive traffic to your website,
W

from offline sources. I’m going to give you the mega obvious ways and the
subtle but powerful ways. Who knows, I may even come up with something
O

totally original about driving traffic.

D

I’ll begin with how to do it with books (or other information products)
– then I’ll go a step further and show you some kick-butt ways to do it
SO

through other methods.

Before I begin, you might be wondering WHY I’m teaching you off-line
W

ways to drive traffic to your website instead of online ways. One reason.
I believe offline methods are the most overlooked ways to drive traffic to
your website – AND they are oftentimes the very BEST way to do it. I’ve
been doing so from the get-go – and although some years ago, a prominent
Internet marketer lambasted me for my combination-attack, i.e. having
an online and offline way to drive traffic to my website (this somehow
qualified me for the ‘He’s Not REALLY One Of US’ Award), like a rabid
politician, a few years later he introduced his “unique” method of greatly
increasing sales on your website – and it was precisely the method he was
lampooning me for using. Hah! Gotta love this world we live in! If you
can’t beat me, join me.

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12 Ways to Drive Traffic to

Your Website With a Book
As you read what I have written here, take note of how you’ve probably
seen many of these things before, but for whatever reason, your eyes
weren’t wide open – nor was your brain. So although you SAW these things
– you didn’t RECORD them into your memory bank as an action strategy. Let’s
change that NOW.
Bear in mind there are a few items on this list that I am working on
implementing right now – so you’re truly getting this information when it’s
RED HOT.
Also, by “book” I am referring to virtually any information product. Not
only that, but remember that a book comes in many shapes and sizes. You

IN
can have a short book, a pocket sized book, a 200-pager or a 24-pager. It’s
up to you. Not only that, but as you get deeper into the back-end marketing

S.
of your products and services, you’ll see that the length is not the key,
nor is the cost. In fact, in today’s info-world, the REAL money is not

AD
necessarily the cash you earn from the sale of the book itself.
Okay, here goes the list:
LO
1. Put a sticker or some other splashy symbol on the cover of the book
that highlights a special FREE offer available with purchase. The
sticker tells the reader the dollar value of the offer contained
N

within the book. It also lists the website where the reader must go
W

to take advantage of the offer. If the reader flips open the book to
read more about the offer, he’ll find it driving him to a specific
O

website where he can download, for FREE, a whole bunch of goodies, go

D

to a free seminar, and so on. Want examples of this approach? Then

observe Dan Kennedy’s No B.S. series – as well as Mark Joyner’s book
SO

The Irresistible Offer. I’m kicking myself for not having done this one
sooner. I think it is HUGE.
W

2. Put the name of your website at the bottom of every page in your book.
3. Mention your website throughout the text of the book, especially when
talking about specific subjects the reader can get more information on,
if he wants. Give the reader a specific URL to go to, where he must
enter a username or password to get the information. Want to see a
fantastic example of this? Then get The Little Red Book of Selling by
Jeffrey Gitomer.
4. Have a listing of all your other products in the front and/or back of
the book – and tell the reader where he can go online to order them.
5. Have full page ads for your other products in the book, with online
ordering information.
6. Place powerful quotes and snippets from articles on pages where you’d
normally have blank space – and use this space to instruct the reader
that he can get MORE powerful life-changing articles like this if he

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signs up for your free email newsletter. You’ll see that I have done
this in two of my best-sellers, Combat Conditioning and Combat Abs –
books destined to become classics – available today at www.mattfurey.com.
7. Plug a free teleseminar in the book – and drive them to the website to
enroll. Great example of this was The One Minute Millionaire by Mark
Victor Hansen and Robert Allen.
8. Drive readers to a specific URL where they can get information on
joining your coaching program. Essentially, if you’ve done this with
your book, it may be feasible to give your book away to as many people
as you so dare because the book isn’t your real profit center. Also,
learning how to make a fortune with a coaching program is something
I’ll be covering in illustrious detail at my October seminar – The
Science of Super-Human Marketing. For information on this, go to www.

IN
knockoutmarketing.com. My coaching program nets me well over a million
buckaroos per year, so I know a little something about wherefrom I

S.
speaketh – and I look forward to passing this information onto YOU.
9. Mention other prominent people in your book, especially those with a

AD
big herd of online followers. Doing this can lead to the person being
plugged telling his readers about you and your book – which can lead
LO
to dramatic sales. A number of best-selling authors have plugged me
this year – as well as in previous years, and I’m happy to report that
it is becoming more common. Each year, world renowned novelist Barry
N

Eisler – barryeisler.com – not only plugs me in the acknowledgments,

W

but he has his main character, John Rain, doing Hindu squats and Hindu
pushups in the book itself. Then, upon publication of each book, he
O

sends me a copy gratis, with his autograph and some kind words. I have
D

subsequently plugged his newest book for four straight years.

Recently, best-selling motivational author, Steve Chandler – www.
SO

stevechandler.com – featured me in his book, The Story of You – and

How to Create a New One – a book that I HIGHLY recommend to you, and
W

not just because I’m in it. It is absolutely fabulous. I took it to my

beach condo in Florida some months back and read it without stopping
– and since then have read everything Steve writes. He is one of the
very few people who truly bares his soul in his writing – literally
giving you lessons that most people would keep under wraps. I brought
two of his books with me to China and had a couple others sent to me
by FEDEX – and while in China, I have nothing FEDEX’d to me. This was
a first.
Now, a word about authenticity. I do not believe in plugging people
in your books whom you don’t like, care for or believe in, just so
you can milk the publicity from doing so. Be REAL. Nor will I plug
someone’s book just because he mentioned me. The majority of people who
have mentioned me in their books have NOT gotten a plug from me. Why?
Two reasons: One, they never sent me a complimentary copy of the book

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with heartfelt gratitude and appreciation. And two, the plug appeared
disingenuous. The person was simply working an angle and hoped I’d
participate. Look, I’m not desperate for money – or for work – or for
notoriety and fame. I do what I do because I want to, I like to and
it makes sense to me. The money, fame and notoriety I have today comes
from being true to myself, first, foremost and last. I believe that
a person who is true to himself sends out a vibration that attracts
others in droves – whereas the person who seeks approval, recognition,
fame and fortune without an underlying foundation of being true to
oneself, will always be frustrated and disappointed.
10. Make an offer in book to test-drive your continuity program. They can
go to special website to enter mailing address and you will send them
a complimentary issue.

IN
11. Enclose free CD or DVD with book and have it glued to the inside back
cover. This will not only increase the value of the book itself – but

S.
if the CD/DVD contains valuable information, then makes an offer for a
seminar or coaching program – the response could make you a fortune.

AD
12. Jointly create a book with a group of high achievers. You conceive of
the concept and title for the book. You write a chapter or two. Then
LO
you choose a group of others who would gladly include a chapter for
your book in exchange for the free publicity they get for themselves
and their website. With this method you can easily put together a book
N

that becomes a best-seller. Why? Because the people in the book will
W

want to rave about it to their lists. Not only that, they may want to
help sell it.
O

It’s Not About How MUCH Traffic

D

You Drive to Your Website

SO

Now that I’ve covered 12 powerhouse ways you can use your book to drive
people to your website, you might be prone to think – “Well, Furey, this is
W

all well and good… BUT how many people can you realistically drive to your
website with this method?”
Answer: It isn’t how MUCH traffic you drive – it’s WHO you drive.
Let me give you an example in a way that will make your spine tingle.
Let’s suppose you write a book that sells 2000 copies in a single year
(by the way, 2000 copies is considered a best-seller because most people,
due to poor marketing, don’t even sell THAT many). All of the 2000 people
bought your book OFFLINE.
Inside the book you have free offers that drive the reader to your
website. Let’s assume that 100 readers of your book fall in love with what
you’re teaching – and they really want to get more from you. They are
enticed by your free offer for MORE. They go to your website and opt-in to
a specific URL that talks about your latest product or seminar.

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Of the 100 who opt-in, how much money do you think they might represent
to you over the next five or ten years?
Would you believe me if I told you that they might represent hundreds
of thousands, if not MILLIONS of dollars to you? NO??? Well, consider this.
In 1996 I came out with my first book, The Martial Art of Wrestling. I had
2000 copies printed. I sold all of them – but not in record time. The book
was NOT a hit right out of the gate – although, by the numbers, it’s still
considered a best-seller.
In 1996, Kim Wood, an NFL strength coach, bought The Martial Art of
Wrestling for himself and his son, John. Over the years Kim bought most of
the products I created. In fact, sometimes he bought numerous copies and
gave them to friends. Then, before John finished college, he sent him to
my seminar on Internet marketing. John instantly KNEW that he wanted to

IN
build his career on the internet. He attended more of my seminars, then
joined my MasterMind. In his first year of business, John did well over six

S.
figures in sales. His website – www.functionalhandstrength.com.
In 1997, two other men bought my wrestling book. Both were in their 40’s.

AD
Not exactly what you’d think of as potential wrestlers. Nope – just men who
love martial arts and combat sports.
LO
One of the two men has gone to every seminar I have had since the
summer of 1998. He’s been in my coaching program since 2003. In fact, he
is now a member of my Millionaire MasterMind – an elite group, wherein
N

each member pays me $100,000.00 per year. He is now a retired physician who
W

makes a fortune online. His name, Dr. Dave Woynarowski. His website – www.
drdavesbest.com.
O

The other man who bought from me in 1997 is also a MasterMind member
D

– and has also bought every product I have ever put out. He has gone
SO

to ALMOST every seminar I’ve conducted. He now has a successful website

selling public domain martial arts products. His emails are “killer” – in
more ways than one, and I encourage you to subscribe. His pen name, Jake
W

Ross. His website – www.combatclassics.com.

All three of these men got started with me in my first two years of
being an info-publisher. All three of these men have followed every move
I’ve made online. And although I won’t give you the exact dollar amount, I
can safely say that these three men, in aggregate, have contributed at least
$250,000.00 to the Furey household – and that is a very conservative figure.
So pay very close attention to what I’m telling you here. It is NOT how
much traffic that is of supreme importance. It is HOW good the traffic is.
And if someone comes to you from a book he bought OFFLINE – and he comes
back to the site to opt-in for something ELSE that he read about in your
book – let me tell you, this person is HUGE.
In a nutshell, if you don’t have imbedded messages throughout your book
to COME BACK to your website for MORE – you are making a mistake that you
will want to correct as fast as you possibly can.

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I, myself, don’t have enough. THAT alone should tell you something as
most people don’t have diddly.
By the way, did you catch the “I, myself” phrasing. Tis Chinese
translated to English without a readjustment of the grammar. In China,
people often say, “Wo ziji.” Translated this means, “I, myself.” I like the
style of this so much I often catch myself using it in both languages. It
sort of beats the monotony of starting a sentence with “I” and ending it
with “myself.” So instead of saying, “I learned how to write by myself,” –
I would say, “I, myself, learned how to write.” Cool, huh? Hah!
What’s that, you say? You think I’ve digressed? Not at all. I know where
I’m going with this-here newsletter, so let me continue with some more
offline strategies.

More Strategies to Drive Traffic Online

IN
I want you to seriously ponder what I’m about to say – even if you’re a

S.
Google adwords addict. And believe me, Google can be an addiction. So much
so that those who use it frequently do almost nothing else. Once hooked on

AD
the substance, nothing short of death will lure them away, and this isn’t
because it’s making them a pile of money. Quite the contrary. It’s because
LO
the habit of investing in the instant ad-word is like shooting up. You feel
good when the ad appears, perhaps even when you get some clicks and opt-
ins to your website – but mark my words, t’aint another Google addict who
N

can match my numbers in the niches that I’m hitting. So pay attention to
W

what I speaketh.
Let me begin this little slap-fest by asking you a very simple question:
O

Which do you think carries more weight in terms of credibility that leads
D

to sales – a Google adword that someone clicks on or a full page ad in a

magazine?
SO

If you think the Google adword carries more weight, it's time for a
brain-lift, pal. I can tell you this from experience, and I didn’t need
W

much time on Google to figure this one out. I’d already been in the
magazines, not only with full page ads, but with columns and articles
since 1996 – and there is absolutely NO comparison in terms of credibility,
or sales.
Give me a column in a magazine, wherein at the end of it I am allowed to
plug my website and a product, and I’ll kick the living crap out of Google
adwords six ways from Sunday. Oh, I can hear the rumbling already – “But
Matt, I’m not YOU. I’m not a this, that and the other thing. No one would
want a column from ME in a magazine. YOU’RE a world champion. YOU’RE a
best-selling author, blah, blabeddy, blah, blah.”
My response: You’re full of baloney. The reason why people have columns
in magazines is because they asked the editor for one – or they sent
samples of their writing to the editor as proof of what they can do. Or
they wrote a book – then they asked for their columns, and so on. People

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rarely, and I mean, rarely, get columns because of who they are. They get
them because magazines are desperate for good content, good writing, good
anything. And they’ll reward those who show initiative – which almost no
one shows these days.
Here’s a simple truth: If you’re willing to sweat – people will take
notice and make space for you. Why? Because so few people are willing to
sweat. Everyone wants the good life to mysteriously land on his lap. And
it does, when you bust a hump and MAKE things happen. As the saying goes,
“The harder I work, the luckier I get.”
In case you’re NOT paying complete attention, I’ve just given you a
number of gems worthy of implementation. Even so, let me recap and expand
on them:
1. Write an article or get a column for a magazine (or newsletter). Make

IN
sure the editor includes your website, as well as the name of your
book in the byline. I’ve never had an editor refuse this request. In

S.
fact, most of the time I just send the editor my article/column with
my website and book listed in the byline – and he includes it as is.

AD
If starting with a new publication, I would be sure to discuss this up
front. Without this plug, you might just as well look for another place
LO
to write, unless they’re paying you big bucks – or they’re giving you a
great deal on an ad that runs in the magazine adjacent to your column.
Articles and columns in magazines and newsletters are two of the most
N

obvious “secrets” of FREE publicity – and the most neglected. Everyone

W

wants to send a press release and have magic happen – and it can. But
having a regular column is predictable, monthly magic. I’ve written
O

articles for many magazines and have raked in tens of thousands of

D

dollars from doing so. So can you.

2. Have someone write an article about you that goes into a magazine or
SO

newsletter. And again, make sure you get the plug for your website.
In 2000-01, “a few good men” wrote articles about Combat Conditioning.
W

These articles brought in a LOT of sales. In contrast to this, in 1997,

Eugene Robinson, wrote an article on me that was published in GQ. Yes,
I’m talking Gentleman’s Quarterly. It didn’t do squat for me but make me
feel good for a day. No money came from being written about.
Now, why do you think that was? One, no website was plugged. Didn’t
even think about that because I was so enamored with the idea of being
in GQ. Second, no plug for my book or where you could get it. A stroke
for my ego – but not for the back and front pockets of my trousers. I
could care less about my ego being stroked. But how much I earn from
what I do, that’s part of the game I’m playing – and yes, the making
of money should be thought of as a game – a game you play to win by
GIVING others what will contribute positively to their lives.
3. Take out a full-page ad that has multiple ordering options, one of
which is to go online. Nowadays, depending upon the publication,

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you can even take out an ad that ONLY drives them to the website.
I, myself, don’t do this – but I know others who have. I also know
from my own experience that when I’ve taken out an ad in a prominent
publication, almost all of the orders have been placed online, in
spite of multiple ordering options. However, one of my ads filled our
business mailbox to the brim, several days in a row. This ad brought
almost no online orders.
By the way, what does the above tell you? It tells you that the magazine
ad in the first publication would probably be a good place for an online
ad. Afterall, if the majority of orders were placed ONLINE – then their
customers are ONLINE buyers, whereas the other publication is primarily
composed of non-Internet buyers. Twas a shock to me to see this – but
reinforced a truism about advertising. People buy the way they are

IN
predisposed and conditioned to buy. They repeat their buying behavior over
and over, and it is almost always the same. If someone buys online, he may

S.
not respond to a radio ad. If someone buys from an infomercial, he may not
be responsive to direct mail.

Speaking of Infomercials
AD
Have you ever noticed that infomercials now have a website listed on
LO
the show. Ever wonder why? It might be on for the entire show, or it might
flash during the call-to-action. But the website is there.
N

Hmmm! What could this mean? And how does this apply to your situation if
W

you don’t have the funds to run a television advertising campaign?

Well, let’s THINK for a moment. Let’s crack open the ole skull and let
O

some ideas fester.

D

First off, remember the following sentence: When people receive your
direct mail piece, read about you in a magazine or see your infomercial,
SO

and ever-expanding number of these people will go ONLINE to do some

“research” about you and/or your product before they order. Keep in mind
W

that “research” may include nothing more than going to your website to
see if you REALLY do exist. Or it might mean that they go to Google and
type in your name, or your product name, to see if you’re legit. And they
may do this regardless of whether or not you list a website. In fact, I
would go so far as to say that if you fail to list your website in your ad
– any offline ad, whether it is tee-vee or print, you are operating at a
disadvantage.
Make things easy for your prospects. Tell them WHERE you want them to go.
Some years ago I received a direct mail piece from American Writers
and Artists Institute – out of Delray Beach, Florida. The salesletter was
riveting. It used the curiosity-provoking headline, “Can You Write a Letter
Like This?”
I read the s/l straight through. Then I looked at the order form. I
thought about buying. But…. I began to wonder, for some odd reason, if this

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company was legit, if they were for real. So I went online and Googled
the name of the course being promoted – AWAI’s Accelerated Program for
Six Figure Copywriting. I found their website – www.thewriterslife.com/ph/
copywriting/. I read the copy again and DID NOT buy. I did, however, sign
up for their email tips.
The next day I received an email from them that was absolutely riveting.
It didn’t teach me anything about writing copy. It simply raved, in an
interview format, about how a previous purchaser of the product changed
her life with the course; how she’s now making major dough, and so on.
I was on fire as I read. I went to the site and ordered the Six-Figure
Copywriting Course as well as the Travel Writer’s Course. And I’ve bought
virtually everything else they’ve ever put out.
The process I went through could have been simplified if the website was

IN
plugged. I’m not sure if it is these days or not. If not, I would recommend
doing so. What’s good for an infomercial is most likely also good for a

S.
direct mail salesletter. So keep this in mind on everything you do offline.
Whether you’re putting out an ad in a magazine, a salesletter, a postcard,

AD
or creating a t-shirt, mouse pad, travel kit or anything else – remember,
get your website on it.
LO
Another Way to Use an Infomercial
Okay, so you’d love to have an infomercial promoting the living daylights
N

out of your product or service, but you don’t have 100k to test your idea
W

on tee-vee. Understandable. But what if you made an infomercial, of any

length you so choose – five, 15, 30 minutes or more – and you used this as
O

a direct mail piece, on DVD, along with your salesletter?

D

Or what if you gave copies of the infomercial to your prospects and

customers when they purchase a product? What if, sort of how you see it
SO

done with MLM companies, you have dealers and associates who purchase a
stack of these DVD’s from you – at your cost – to hand out to people they
W

believe are prime targets for your offering?

Seems like a winning idea to me. That’s why I recently had an
infomercial done. And I have another planned. The one we’ve already filmed
and nearly finished editing is all about my MasterMind program. There’s a
fabulous interview with me at my beach condo in Florida, as well as many
other interviews with people I’ve coached. If you’d like to get a copy of
this to study – send us a FAX at 813 994 4947 and we’ll send it out to you
as soon as it’s finished. Or drop us an email at matt@mattfurey.com with
the subject line entitled: infomercial.
The second infomercial I have planned will be about my fitness program.
There’s a very strong possibility I will run this one on tee-vee. And I
can guarantee you that if I run it on tee-vee, my website address will be
littered all throughout. I’ll keep you posted on this one as well.

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What About Having an Online Infomercial?

You might be wondering what I think about infomercials that run on
your website. We’re seeing more and more people using them, usually placed
on top of the salesletter. I’ve used one to help sell the Zero Resistance
Living program. In fact, so many people clicked on the link to view it
that I had to set up a NEW server and website – www.mattfureydownloads.com
– just so I could handle the traffic without the site being shut down. When
I launched the page, without the new server, you literally could not access
the www.psycho-cybernetics.com page for almost a week. But now you can!
This tells me that online infomercials are of great interest to people
– and you’d be wise to use them to drive traffic to your site and sell
them whatever you choose with virtually any infomercial sales format you
so choose. We could be looking at a recasting of the 1980’s, when Reagan

IN
allowed infomercials back on tee-vee, and almost anyone who had one, no
matter how poorly filmed, stood to make a fortune.

S.
This means that great internet marketers will need to hone their

AD
speaking skills. It is one thing to be able to write a money-drenching
salesletter. It is quite another to present to a group, in person or on
video, and have the couch potato or computer geek pull out his wallet
LO
to pay for your product. This may be the next wave of how the Internet
is used. Online infomercials may truly separate the players from the
N

wannabees. That’s my unabridged take on the matter.

So I think it is essential to become a well-rounded communicator; as a
W

writer and as a speaker.

O

Here endeth this month’s lesson.

D

Kick Ass—Take Names!

SO
W

Matt Furey

Matt’s Speaking Schedule

August 4-5 – MasterMind* Meeting – Tampa, Florida
October 18-21 – Science of Super Human Marketing Seminar – Tampa, Florida
October 21-22 – MasterMind Meeting – Tampa, Florida
November 2-4 – Glazer-Kennedy Info-Marketing Summit – Atlanta, Georgia
• For information on being a part of my MasterMind/Joint Venture
Connection – send email to matt@mattfurey.com

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Matt Furey’s…
Internet
Marketing
Money-Generator
The Newsletter for Online Entrepreneurs

IN
August 2006

S.
Fureyous E-mail Strategies

AD
If you had to choose the one thing I’ve done on the Internet better
than virtually anyone else, and taught better than anyone else, chances
LO
are you’d select the subject of email marketing. The writing of power-
packed, money-drenching emails is my forte – and there are many reasons
why I believe my method of email marketing is best.
N

From time to time I think that this monthly newsletter could be a

W

compilation of good, great and ugly-bad emails, along with my critiques,

including but not limited to a psycho-analysis of why they do or don’t work.
O

In this issue I’ll do a little test and see how you like it. What I’ll
D

do is give you an email strategy, then give examples of how it is applied.

SO

The first strategy I reveal will give you a window into my world and how
my thinking about email differs from many other teachers. Read on and
see why I think you’re well advised to follow my lead, and the lead of
W

dozens of people in my MasterMind who are already doing regular emails and
reaping major rewards.
Let me begin with this month’s key email strategy:
The primary purpose of an email is selling; not teaching. Give the
appearance of teaching but do so without teaching. Or teach that which
motivates and inspires – or gives the person who reads a small whiff
(not a taste) of the bigger fish you’ve got cooking for him.
Okay, what do I mean by the appearance of teaching? And how can you
accomplish it without upsetting your list? Aren’t they going to be angry
because you’re not revealing what you know for free?
There are numerous ways to sell in an email without teaching and
WITHOUT upsetting your list. In fact, if you follow what I teach, your list
will love you. But before I teach you how to give the illusion of teaching,
you have to understand why you DON’T teach in an email. Here’s the reason:

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You don’t teach in an email because it leads to fewer sales.

Now, if the above isn’t a good enough reason to avoid the free teaching
email, then there ain’t a better one. MasterMind member John Wood – www.
functionalhandstrength.com – earns well over six figures per year from his
website – and he’s only about 16 fully dedicated months into the business.
John first learned the “don’t teach in an email” philosophy from me a
couple years back – and naturally, as all marketers must test my premise,
he tracked his sales on the days in which he gave a training regimen or
program vs. the days in which he inspired, motivated and entertained. John
will tell you, unequivocally, that his weakest sales were always on the
days in which he stopped selling and put on the hat of teacher.

Free Content in Emails?

IN
There are many Internet marketers who believe your job, in an email, as
well as on your website, is to provide tons of free content that teaches

S.
what you know. I agree with the giving of a ton of free content – BUT make
sure the free content is NOT instructing someone, in detail, about HOW to

AD
do what you are selling.
Believe me, there is a reason why this Fure-cat has an email list in
LO
which half the people are buyers. Other direct marketing companies would
be ecstatic to have a list in which 20% were buyers.
Sure, you may have more “pretend” friends when you teach in your emails.
N

You may get more praise from your list. But you need to detach yourself
W

from the need for praise and focus on building your business.
O

This does NOT mean that you “should” never, ever teach. Just understand
that teachers don’t make much money, salespeople do. From time to time, if
D

you doubt my words, do a series of teaching emails and see how you do.
SO

When I’m at my vacation home on China’s Hainan Island, sometimes I send

out an email that “teach” the culture, the diet and the exercise methods
of the Chinese. The readership of these emails is huge. Yet, I can show you
W

the numbers. Despite high readership and despite high praise, these emails
do not sell as much product as those in which I dangle the carrot.
Over a year ago, I ran a series of emails on the dangers of NutraSweet
and other artificial sweeteners like Splenda. We got hundreds and hundreds
of emails telling us how wonderful the advice was and how it had changed
their lives for the better.
In these instances, I guess I performed a great community service, which
is good to do from time to time – but once again, mark my words, these

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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emails did NOT move product faster than the “illusion of teaching” emails.
So you have a choice to make. Teach and get awards – or sell and make
money.

Okay, what is the “illusion of teaching?”

You can accomplish the illusion of teaching when you tell a compelling
story with a great message that people can latch onto. They will like it.
They will feel inspired (to take action, by getting your product). They
will even tell you how much you’ve taught them in what you’ve written.
Yes, in a sense, you have taught them something, but compared to what
you know, you didn’t scratch the surface. Not only that – but remember
this: The results you get from an email have a lot to do with the
intention of your email. Even if someone walked away with a tip, you know

IN
that the PRIMARY purpose of the email was geared toward selling your
products and services.

S.
For example, I recently wrote an email about the benefits of eating
watermelon. In a sense, it is an informative email – yet that is not the

AD
INTENT of the email. The intent is to sell subscriptions to the Matt Furey
Inner Circle – and watermelon is the bait I use.
LO
Sure, you CAN learn something from the email and start eating watermelon
to improve your health – but chances are excellent that you won’t eat
watermelon correctly and the way you do it won’t lead to weight loss. Why?
N

Because the details are NOT in the email. They come in the paid newsletter.
W

In fact, in the August issue of the MFIC newsletter, I tell the story
O

of the man, who is not a subscriber, who read the email I wrote on
watermelon, bought one, wolfed half of it – then threw up a half-hour
D

later. On top of that he got diarrhea. He told me so over lunch a few

SO

weeks ago when he was introduced to me by a good friend. I smiled and told
him that those who are subscribers will get all the details about HOW to
eat watermelon so they don’t make the same mistake.
W

Tell Them They Aren’t Getting It All

for Nuttin
I enjoy telling the readers of my newsletters that there are critical
details on the subject I am writing about that I will not give in the
email itself. Then I let the reader know that I willingly and freely give
to those who are members of the Matt Furey Inner Circle, or whatever the
product is that I’m highlighting. In so doing, I’m letting the reader know,
point blank, there is a marked difference between free and paid. This is
an example of knowing, as Kenny Rogers would sing, “when to hold ‘em, when
to fold ‘em, when to walk away, when to run.”
Now, let’s take a quick peak at how I accomplished this in the email
I wrote last month on eating watermelons to shrink your prostate as well
as to lose weight. Read the entire email so you become aware of the set-

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up. See how a “whiff” of information is brought under the reader’s nose so
that he begins to salivate. Then pay close attention to the sections I have
underlined. This is where I whisk the watermelon away and tell the reader
how he can get ALL the juicy details.

Watermelonize Your Prostate –

and Lose Weight, Too
Hi Bob,
If you’re a man – you probably still have a prostate; unless
a doctor or wicked witch got hold of you. Maybe both.
Well, if you’re still in business, pay heed and listen to
Fure-cat for a moment.

IN
Around that 40-year mark, many men starts to thinks that
maybe, just maybe, the pee-line ain’t making a bee-line like it

S.
used to. Or they’re a bit concerned about some swelling in the
hidden region.

AD
To combat this you’re often advised to take a variety
of supplements – and increase uptake of lycopene –
LO
which we’re told comes from tomatoes.
Thing is the tomatoes need to be cooked, otherwise no
N

lycopene for you. So you get your lycopene from ketchup

W

and tomato sauce or stewed tomatoes – NONE of which I

O

like.
Yet, all along, there’s this other food that you don’t need to
D

cook. All you need to do is slice it and start chomping away.

SO

And it contains MORE lycopene that tomatoes.

It’s called WATERMELON.
W

Eat it daily and it may help keep the witch doctors away.
In the August issue of my Health & Fitness newsletter – I’ll go into
illustrious detail about this wonder fruit, including how to use it to lose
weight, get stronger, increase endurance, and so on.
To read what I have to say, you’ll need to be a member of the Matt Furey
Inner Circle.
There are two ways to enroll:
1. You can join for a full year and get 7 best-selling gifts absolutely
fu-reee. Just go to http://www.mattfurey.com/furey_inner_circle.html
and get on the train.
or
2. You can test drive the program for a month – with incentives that rule.
Go to http://www.mattfurey.com/fg324trfsr3ttai.html

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Get on the schtick, men. Make sure you enroll in the Matt Furey Inner
Circle NOW.
Best,
Matt Furey

How Did This Email Do?

Now, you might wonder how this type of email did in terms of sales for
the Matt Furey Inner Circle. Well, it kicked butt. No, it was NOT one of my
best emails. But for five minutes of work, I think it did pretty doggone
well. In fact, a series of emails I wrote promoting the MFIC over a one-
week stretch garnered over 300 NEW members. This is worthy of mention
because the MFIC is NOT new and my list hears about it all the time.

IN
Valuable Lessons in Every Email?
What I’m about to say may appear, at first, to run contrary to what

S.
I’ve told you so far in this issue, so pay close attention. Yes, there ARE
valuable lessons in every email I send.

AD
Yet, the lessons are more about the “mind” and DOING something; moving
forward, persevering, having a burning desire, setting goals, focusing
LO
on the task at hand, never giving up, and so on – than they are about
techniques they can follow without getting my product. Never forget
that success is 90% mental – and if this is the case – a great deal of
N

the power of email marketing comes from an understanding of behavioral

W

psychology.
Those who are bright will always gather something helpful from every
O

email I send, even the emails that are straight sales presentation without
D

a warm-up.
SO

What can you learn?

For one, you’ll learn why MasterMind member, Mike Storms, refers to me as
“Freaking Relentless.”
W

Pete Lillo – www.petetheprinter.com — says that I understand what most

marketers never get. He calls it the 2 R’s – “Relentless Repetition.”
Those who win in the game of life are heaven-bent on relentless
repetition.
When I was in China I sent an email to Steve Chandler, thanking him for
his persistence in making contact with me. It took over a year. He wrote
back, telling me how he watched a pro football game one afternoon, and
saw the running back score a touchdown after getting whacked three times
behind the line of scrimmage. When Steve saw this he said he would run his
business the same way. Good idea!
Incidentally, if you haven’t gotten Steve’s books yet, you’re really missing
out. He wrote about me in The Story of You – and How to Create a New One.
This book is kick-rumpus. So is Reinventing Yourself.

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Other things you can learn from my emails

You can learn something about good writing – including how to use
improper grammar and slang deliberately; you can learn something about
how to get peoples’ attention with a good lead and/or story. You can learn
WHAT to do, as in ‘eat watermelon’ – but you aren’t taught HOW to eat it
for weight loss. And on the many, many occasions in which I write something
motivating, inspiring and heart-wrenching, you can learn, too.
Occasionally, I am mega-generous, have a bug up my kazoo, or have
something I want to express right away – so I do it, and these emails
you could literally take to the bank in terms of hard-hitting “how to”
information. For example, I may do an email, as I’ve done previously, on
the danger of drinking diet sodas. Or one with a specific recipe.
These sort of emails are okay now and then to break the ice – but rest

IN
assured, they don’t make as much money as an email that gives the reader a
“whiff” of what is cooking in the kitchen.

S.
Believe me, when I’m selling, instead of telling people not to drink diet

AD
soda – I will tell them how “next month’s” issue of my monthly newsletter
and CD will reveal all the so-called “health” beverages people drink that
are making them fat and shortening their lifespan. See the difference? The
LO
title and lead for an email would go something like:

3 Health Beverages That Make You Gain Weight

N

Dear Friend,
W

Everywhere you turn you are presented with a so-called

O

“health” drink. Red wine is supposed to be good for you. So is

coffee. So is fruit juice, vegetable juice, green tea, white tea,
D

beer, milk – and so on.

SO

Yet, if all of the above are healthy, why are Americans

getting fatter and fatter by the day? Not to mention the British,
the Australians – and yes, the Chinese.
W

Something just doesn’t seem right – and I’ve uncovered what

beverages are the real culprits. I’ve nailed down precisely which
beverages are healthy and which are not. I’ve cracked the code
on what beverages make for a bigger, fatter, more rotund YOU.
And in next month’s issue of the Matt Furey Inner Circle, I’m
going to reveal all.
Etc. etc. etc.
Matt Furey

How long to write an email?

Now, I timed myself on the above. I wrote it stream-of-consciousness,
off-the-cuff, as I do all of my emails – and it took about 2 minutes and
10 seconds.

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As Dan Kennedy always says, “Money is attracted to speed.” The beauty of

what I wrote is that it was done fast and it will SELL my product. I didn’t
have to do research for the email. That is something I do for the paid
newsletter. Nope, in an email I simply sit and crank.
Sure, in some emails I may talk about how much weight Americans, and
Australians, and Europeans have gained over the last 10 years – and give
the poundage. I might even site a study here and there on the percentages
of fat people, obese people, people with diabetes and so on. But I will not
go overboard on this.

Eliminate the Need for Approval

Many Internet marketers feel the need to prove themselves, to let
everyone know they’re a nice person. Or that they’re generous, smart, an

IN
expert, and so on. In order to get this approval these marketers give
their “best stuff” in their emails.

S.
Very, very dumb.
Forget the approval seeking. People approve of you MOST when they make

AD
a decision to buy your product or to attend your seminar – or to join your
coaching. Everything else prior to them giving you money is poppycock. It’s
LO
glad-handing, aw shucks, you’re wonderful, we love you hokum.
Here’s an example of why I say this.
N

Back in the olden days, before I did seminars on Internet marketing

– and BEFORE I formed my first MasterMind/Coaching program – I mentored a
W

number of people, some of whom are quite prosperous today as a result of

O

what I taught them. They’re involved in selling everything from fitness to

personal power.
D

These men told me how wonderful I was, how I taught them MORE useful
SO

and practical know-how about making money online – as well as offline,

than anyone else. They called me or emailed whenever they had questions,
and I was generous with my replies.
W

But – when I made a transition from “free coach” to paid coach, they
quickly disappeared. These same people would fork over four or five
thousand bucks to go to someone else’s seminar, or put out 10 grand or
more to join someone else’s coaching – and they’d tell me about it. After
the seminar they paid for, they’d tell me that they didn’t learn a damn
thing that was practical or useful. They’d tell me how they were bored to
death. They’d once again acknowledge that I taught them FAR more than the
others – and then, when my seminar arrived on the calendar – they were
NOT attendees. They expected me to let them go for free. Afterall, we were
friends. HA!
One of my biggest lessons came in 2003, at the hands of a man I had
mentored from $1,500.00 per month to well over a half-million per year
(within 18 months, I might add). He was the only person I mentored for

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free who attended one of my events as a PAID attendee (it was only $995.00
back then).
Toward the end of the event, I had a private closed-door meeting with a
group of attendees who wanted to be part of my first-ever MasterMind. This
man attended the meeting, mostly, I guess, to study my sales presentation.
There wasn’t one. I simply passed out the forms (the attendees had already
been sold during the event) and the people sitting around the table started
filling them out.
When everyone else was filling out the forms, the ingrate said the
following out loud, for all to hear:
“You know Matt, I’m wondering WHY I should pay to be part of your
coaching when up til now you’ve coached me for FREE.”
Without breaking stride or reacting in an explosive manner, I turned to

IN
him and politely said, “Well, it’s NOT free anymore.”

S.
He didn’t fill out the form.
This taught me a valuable business lesson. Be generous with those who

AD
are giving you money. Go the extra mile with those who are paying. Be
stingy with those who aren’t. Cut stingy people, freeloaders and glad-
handers out of your life immediately.
LO
Now, don’t go to extremes with what I’ve just told you.
There is a time to give – but you must understand that it is strategic
N

giving, not stupid giving. Strategic giving leads to more money, better
W

relationships and an improved career. Strategic giving also makes you feel
good about yourself.
O

Stupid giving leads to failure and frustration.

D

Examples of Strategic Giving

SO

1. Send a daily email that entertains, motivates and inspires.

W

2. Give a free teleseminar that leads to the sale of your product

or service.
3. Give a free seminar that leads to the sale of products and/
or coaching.
4. Give your books, DVDs or courses to power players who might Joint
Venture with you or plug you.
5. Give your products to people in the media who can give you
free publicity.
6. Give gifts to your best customers to show how much you appreciate
them; afterall, they’ve given you a good life.
7. Give money to those who are poor, less fortunate, etc. – which puts
you in harmony with the Universe and creates greater abundance.
Zhannie and I have opened two schools in China in remote areas. The

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kids we give to cannot give back in a monetary way. Yet, I believe

both of us will agree that we’ve increased our income dramatically
via doing this.
So, mark my words, there’s a difference in HOW you give and WHO you give
to. There’s a difference between strategic and stupid giving.

Give ‘em a List

Another example of appearing to be teaching, but not doing so, is when
you give the reader a list of three or five or seven things he can do to
make money, lose weight, pick up chicks, increase flexibility, remember
names, improve creativity, and so on.
You make a list alright. And you tell people the things that they can
do to improve. They will be ecstatic. They will be over-joyed. They will

IN
acknowledge you as the expert. They will be informed (partly so). And you
have taught them something. Only thing is that the person must commit to

S.
doing something. Otherwise the WHAT to do won’t change a thing in their
lives. The reader must commit to transmuting what to do into HOW to do it

AD
– and this cannot be done without further study. This means if they really
want to learn, they better get the product, go to the seminar, and so on.
LO
One of the product categories that has the best tag on the above is the
ingestible health supplements industry. Dr. Dave Woynarowski, M.D., – www.
drdavesbest.com – has the distinct advantage of being able to tell you
N

everything under the sun about what you need in terms of supplements – and
W

how they work to improve your health. Yet, none of what he says will do
you a rat’s ass of good unless you get his supplements.
O

Email Examples and Critiques

D

What I’m going to do now is show you some examples of emails that were
SO

written by members of my MasterMind – along with comments on what was good

or great – and what could be done to improve it. I think you’ll find this
W

section incredibly helpful in your own marketing efforts, whether it be

email or any other form of selling.
Let’s look at John Wood to kick things off. John sent me two of his
emails. The first is one in which he was “teaching.” It didn’t do very
well. In the second he “motivated” to take action. It kicked butt.
By the way, I will interject comments throughout – blocked off with the
following: [Note:]
A Pair of Winning Exercise Combos
<$firstname$>,
I believe that the relative ‘worth’ of any exercise or group of
exercises has more to do with how they are performed than what they are.
This is why it is possible to make phenomenal progress on the simplest
exercises. Newton’s Third Law of Motion states that ‘For every action, there

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is an equal and opposite reaction.’ Tis true, since almost every motion of
the human body is governed by the behavior of opposing muscle groups, one
to flex and one to extend and yes, both are involved in every motion to
some extent, not purely one or the other.
[Note: Utterly boring me to death. Sounds like college professor all
over again. Ugggh. Also, opening paragraph is too long.]
So, since this is the case, (and it is) an effective routine must attend
to the development of both structures within a given bodypart if you want
to achieve maximal development.
If you have ever wondered why ‘Johnny Biceps’ at your gym, who does
nothing but curls, never got any bigger it’s because he forgot this (or
more likely just ignored it.)

IN
Today I am going to tell you about two sets of exercises, both very
simple, which will build tremendous strength and power if done correctly.

S.
With a free weights:
1. The standing curl
2. The standing military press
For the bodyweight oriented: AD
LO
1. Pullups 2. Dips
Of course, there are many more combinations, these are just two of my
N

favorites. In fact, you can combine these two, add some leg work, neck,
W

abdominal training and a few grip exercises and you have yourself one heck
of an effective program.
O

[Note: Although John didn’t give much here in terms of teaching, he

D

really did as many people know how to do all the exercises he listed.
SO

In listing them the way he did, the reader now knows how to pair the
exercises for maximum benefit. He gave them too much. He satiated the
reader’s appetite with this, so they didn’t buy that day.]
W

Train hard.
John Wood
P.S. This concept also applies to forearm and grip training which is
what makes The Formulator so incredibly effective. If you haven’t scooted
on over to check out our Brand New Formulator Training Guide, Now is your
chance: http://www.functionalhandstrength.com/formulator_guide.html
Are There Really Secrets To Hand Balancing
<$firstname$>,
I bet you didn’t know that I’ve been a fan of hand-balancing for
quite a long time now and have collected more than a bit of material
on that subject.
[Note: Opening is much more inviting than email # 1. Has zero
professor-speak.]

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Let me tell you, it ain’t easy to find either.

[Note: Setting up Law of Scarcity and Availability.]
About a year ago I hit the jackpot, a fellow came along with a treasure
trove of training courses from the personal collection of none other than
Professor E.M. Orlick.
You can bet I snapped those up quick, he was one of the very best Strength
and Physical Culture authors and his stuff is very hard to come by.
I would imagine that I happen to own the last surviving copies of some
of his courses since they were self-published in very limited numbers.
[Note: Psychology: I want it, too. Why are you the only one who
has them?
Here are some interesting things he wrote in one of his hand balancing

IN
courses that you will find of great interest.:
‘Are there really secrets to handbalancing?’ – The answer is very

S.
definitely ‘YES.’

AD
Every trade, art, profession and sport has its own special secrets and
handbalancing is no exception. This does not mean that those in the know
are deliberately conspiring to keep ignorant.
LO
What it means is that there are ‘short cuts’ to learning which only a
few people know.
N

Or special ‘tricks of the trade’ which you ordinarily learn only by doing
W

something over and over again hundreds of times. Often those who use the
‘secrets ‘ don’t even know them and are unable to teach them to others.
O

[Note: Oh boy, now I MUST have them.]

D

There is an old saying among gymnasts and acrobats that ‘there is

SO

a trick within every trick.’ In other words, each stunt has within it
something special , which if you knew, would enable you to learn that
stunt much more rapidly.
W

Every good coach is constantly trying to discover these special

‘secrets’ so that he can pass them on to those under his guidance.
He wants his men to learn as quickly as possible with the least
expenditure of time, effort and energy.
[Note: Me, too. How can I get this so I can learn easily?]
In handbalancing, little things often make a big difference when it comes
to learning a difficult stunt. In fact, the little things are frequently more
important than the big things because they are not so obvious.
Thus knowing the right position of even one finger can save you months
of unnecessary practice…’
There is a great deal of wisdom in those words.
[Note: And SELLING POWER.]

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Fortunately there are those willing to teach others their secrets.

[Note: Oh, goody!]
If you want to learn the ‘ups and downs’ of hand balancing, we have the
latest and greatest training course written on the subject Right Here:
http://www.functionalhandstrength.com/hand_balancing.html
Or, if you prefer to have the ability to draw a crowd wherever you go,
and have a heck of a good time training for a very impressive feat, you can
learn how to rip a phonebook in half the right way with Dennis Rogers’ Brand
new How-To dvd: http://www.functionalhandstrength.com/phonebook_tear.html
Take your pick and wow ‘em all.
Train hard.
John Wood

IN
[Note: The only thing I don’t like about this email is the switch to a
different topic at the end. I would have put that in a P.S. after his

S.
signature. Otherwise, fantastic.]

AD
Now let’s look at William Huff’s email – www.shaolinsecrets.com
Attack Your Fear
LO
Matt,
This past weekend I was in Tampa, Florida for a Mastermind Meeting.
N

The Mastermind concept is a success concept that teaches you that if you
want to get something, be someone or improve yourself, get into a group of
W

other like minded individuals that want the same thing.

O

By doing so, you magnetize yourself and the others in the group to
attract and get what you want faster.
D

This Mastermind group is sharp. Like a razor. The energy in the room
SO

is unbelievable and there are already people in the room who have seen
improvements of 100% to as much as 500% in their businesses and other
areas of their lives.
W

Some have started from scratch in January and already have a viable
business up and making money.
Some have quit their jobs, started new careers and have never been
happier. Others are still in the same career but are building businesses
in their spare time with the goal of switching careers.
Some… shall we say… are dragging their feet.
Now you might ask yourself, “Self, why would anyone spend money to join
the group, travel thousands of miles and take time away from family and
friends to not take the action that they said they wanted to take.
Simple… it’s Fear.
Fear of the unknown; fear of success, fear of failure… fear of the
Boogeyman or the monster that you just knew was hiding under your bed when
you were a kid.

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Whatever the fear is about, it can hold you right in place, doing
nothing, going nowhere, living your life out one agonizing day at a time
while you long for something different.
Unless… you attack your fear.
My Mentor taught me this weekend that logical thinking doesn’t conquer
your fear. Writing out plan after plan and list after list won’t do it.
Talking to your friends won’t do it. Going to the gym to work out won’t
do it. Having a drink will do it temporarily but the fear will be there,
along with a headache, when you get up in the morning.
Nope, one thing and one thing only beats Fear… Action.
Action. Fast action. Decisive action. Action that gets you moving in a
forward direction towards what you want.

IN
This weekend my Mentor used me to teach the group and myself this lesson.
He had me stand in front of the room in a neutral position. He told me

S.
to relax, be grounded and breathe.

AD
He began doing energy work on me; slapping different points on my body
that hold energy, hitting two energy points on opposite sides to free up
blockages, and also striking different points that had uneven or “dirty”
LO
energy to get it released and moving.
While he was doing this, the crowd was cringing and making faces. They
N

thought he was hurting me, but the more he slapped and whapped me, the
bigger a smile I started to get.
W

Then, we got to the teaching part.

O

Here he told me he was going to hit me in the gut and I was not to take
D

a step back. I was to stand my ground and not let him knock me off balance.
SO

I wasn’t allowed to be in a deep stance or to put one foot back; I had

to stand there with my feet shoulder width, breathe and relax.
He said he was going to hit me three times and every time I took a step
W

back, we had to start over again at one.

For those of you that don’t know, I’m not a large man. At 5’6” and 161
pounds, I am what the Irish would call “wiry”.
My Mentor is a National Collegiate Wrestling Champion and World Champion
in Kung Fu. He’s about 5’8”-ish and in the neighborhood of about 230 rock
solid pounds.
This… was going to be fun.
After the first couple of shots to the body, I had moved on each one and
had to start over. Everyone in the crowd had graduated to the “Oh My God
He’s Really Going to Kill Him” looks on their faces.
While I was trying to figure out what I was doing wrong, he looked at
me and said, “Stop trying to not fall over. Clear your mind and attack the
punches with your stomach instead.”

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Three solid punches, wham, wham, wham… and I didn’t move an inch.
The crowd burst out into applause as I bowed to my Mentor and showed
respect for the lesson I had learned. He turned to the crowd and told them
that what they just saw was a metaphor for fear.
“When you feel fearful, you have to attack it. Instead of trying to
figure out why you’re fearful and what might happen, just go.
Attack. Get after whatever it is that’s making you afraid and as you
can see, you’ll come out on the other side feeling better than ever about
yourself and you will have achieved what you wanted.”
I realized right then that while I had been taught this by my
Instructors in different ways, no one had explained it to me in this way…
until now.

IN
This is one of the most powerful lessons you or I could ever learn.
When you’re in class and it’s time to spar, it’s okay to be anxious,

S.
nervous and fearful. Almost all the students I work with and talk to,
especially the women, dislike sparring.

AD
The cure is to do what… that’s right; get in there and spar.
Because as soon as you start and you take that first shot… boom; no
LO
more fear.
Attack your fear. Go after what you want. Don’t worry about the “what
N

if’s”. Decide what you want, make your plan of action…

W

And Attack Your Fear.

Best,
O

William Huff
D

P.S. – To learn more about what your proper mental state should be and
SO

how the ancient Shaolin Temple of China trains their Warrior Monks to be
the toughest on the plant, get over to http://www.shaolinsecrets.com and get
Secrets of the Shaolin Temple Volume I.
W

P.P.S. – I haven’t forgotten about my promise. The announcement I have is

coming in the next couple of days. Stay tuned.
[Note: This entire email is a story designed to get people to ACT – to
do something, to attack what they are afraid of. In the P.S. I would
not have talked about mental states. Instead I would have recapped the
central theme of the email and closed as follows:
“You’ve just read about something I did this past weekend to overcome
fear. Now it’s your turn. I’m sure you’ve got at least one fear in
your life, something that is holding you back; something keeping your
from truly living the great life. Obliterate that fear, man. If you’re
hesitating in the least about owning a copy of Secrets of the Shaolin
Temple ….. – then fear no more. MOVE. Get rid of this idea that you
can outthink your fear. Do something to rid yourself of it and do it
right NOW. Go to http://www.shaolinsecrets.com and place your order.]

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Okay, let me finish this issue with a brilliant email sent out by Lorrie
Morgan-Ferrero to promote a copywriting seminar she’s having in September.
This email made me want to pay for the premium she’s offering – which
shows she has an enticing offer. When someone wants to pay for what you’re
giving away, you’ve selected wisely.
Dan Kennedy Said OK!
Hi Matt,
Last year marketing great, Dan Kennedy approached me to do an exclusive
interview with him about how he ran the *business side* of things. This
was a high-end 4 hour intensive teleseminar filled with some of Dan’s most
proprietary (and unconventional) methods to squeezing the most money out of
every project, attracting and managing clients, negotiation techniques and
much, much more. While this was niched for copywriters, when you hear Dan’s

IN
philosophy it is clear that all these lessons apply to any CONSULTANT,
COACH, or ENTREPRENEUR.

S.
[Note: Excellent how she tied this into MORE than copywriting.]

AD
Now let me tell you, this material is NOT available ANYWHERE. It has
been in the back of my *I’ll get to it someday* pile. For you, SOMEDAY is
now because guess what? Dan said it would be ok to give it to you as a
LO
bonus! http://www.kickstartcart.com/app/adtrack.asp?AdID=255135
When this product is released to the open market, it will run $997. (The
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content is just THAT good). But you get it for f*ree!

W

Here is some of the many, many things Dan covered…

**How to go from ‘zero to 60’ and get those first clients, fast
O

**How to get to a 6-figure income… even if you’re a rank beginner… in 12

D

months or LESS
SO

**How to double your income OVERNIGHT if you’re already an established pro

**What specific criteria you should use to choose which clients you
W

spend your valuable time with

**How to write sizzling hot copy for dull, boring, ordinary products
or businesses
**How to banish your own biases and buying patterns when it comes to
writing winning copy
**How to overcome shyness and develop the assertive sales mentality you
need to write exceptionally effective direct-response copy
**How to avoid ever doing “proposals” and break free of competitive
comparison to others willing to work for peanuts
**How to juggle multiple priorities, clients, projects, even a “day
job” and still be a prolific, effective entrepreneur (Remember Dan
himself works with 30-40 clients, multiple copywriting jobs, writes
one to several books a year, 3 newsletters a month, runs high end

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR August 2006

coaching programs, consults, speaks and races horses. In fact, he

literally wrote the book on this subject – *NO B.S. TIME MANAGEMENT
FOR ENTREPRENEURS*.)
This was a life-changing event for me! I know it will be for you too.
See, rich people really DO think differently. When you shift your thinking,
you shift your bank account. See how you can tap into Dan’s knowledge
here… http://www.kickstartcart.com/app/adtrack.asp?AdID=255135
Warmly,
Lorrie
[Note: I am not in favor of emails sent en-masse, that only have the
first name. Never assume that anyone knows you by one name, unless
you’re Madonna or Cher. I always sign my emails as Matt Furey as it
promotes Matt Furey (not Matt). How is Matt? Got a lot of them, out

IN
there. You may assume that signing with one name is more personal.
Yet, the copy of the email is where you convey warmth and a down-to-

S.
earth personality. Attempting to do it in the signature is “too late.”

AD
Send a postcard and sign it “Lorrie.” Tis a good idea. But not online.]
That’s all for this issue, my friend. Except for one thing. We’ve got
19 seats remaining in my October seminar. It's not an event you’ll feel
LO
good about missing. It will give you a bigger, fatter, more prosperous bank
account. I think that’s a better idea, don’t you? At my seminar, The Science
N

of Super-Human Marketing, I will teach you the secrets of making a million

buckeroos per year as a coach, mentor, newsletter writer and story-teller
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– how could you miss this for anything in the world? It would be like
committing financial suicide. Go to www.knockoutmarketing and enroll today.
O
D
SO

Matt Furey
W

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Matt Furey’s…
Internet
Marketing
Money-Generator
The Newsletter for Online Entrepreneurs

IN
September 2006

S.
How to Force People to

AD
Read Your Emails
Two days ago my father had a stroke. I didn’t know about it until the day
LO
after it happened as my mother and brother rushed him to the hospital – and
they don’t do the cell phone thing. And so, by themselves they waited with
N

my dad for five hours in Emergency. When my father was finally seen, not
much was said to him; instead they had him wait all night and part of the
W

next day before getting him a room. Imagine what the treatment would be if
something serious had happened.
O

Before I go on – let me quickly contrast the above with my experiences

D

in China. Although China’s population is 1.3 billion – when I got sick over
SO

a year ago, the treatment I got was almost immediate. How does that happen
when you have a billion plus people to look after in China and less than
300 million in the U.S.? Quick and dirty answer – most of the U.S. is sick.
W

Now, in case you’re wondering how my father is doing, the answer is that
he appears to be doing better. He’s a tough old bird. This month he is
due to turn 84; his father lived til 92 – so I’m pulling for him to break
the record. Afterall, it’s better to exceed what your parents were able to
accomplish. And yes, staying alive IS an accomplishment.
You don’t know this, but much of my skill as a writer and speaker, I
owe to the teachings of my father. As a young boy growing up in parochial
schools, I was given the opportunity to be the lector at the weekly Mass
held for the entire student body. When my dad got wind that I was going to
be reading, out loud, in public, for all to hear, he recognized this as a
serious matter. He arrived home early from work with a couple booklets in
hand. These were the same booklets placed in the pews at church.
“I hear you’re going to be the lector on Friday,” dad said.
“Uh, yeah. I am.”

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“Okay, well then, it’s time to practice,” he said with a voice more serious
than a stroke. Dad pointed to the section of the Bible I would be reading and
said, “Here’s the section you’re to read. Let me hear you read it out loud.”
“Do I have to?” I questioned.
“Yes.”
I began. “A reading from the book of Deuteronomy.”
Whilst reading I was seated on the edge of the bed; my father sat next
to me, looking over my shoulder. After I read the first sentence, without
pausing, I went to the next.
“Wait a minute now. What do you think you’re doing?” my father questioned.
“Did you see the punctuation at the end of the first sentence? Look right
here, what do you call that?”

IN
“A period.”
“That’s right. A period. Now what do you think the writers of the Bible

S.
put the period in there for? For you to skip over it? No. They put the
period in there because they want you to PAUSE before continuing. So you

AD
pause when you come to a period. Now start again, from the top.”
I began again. This time I paused at the period. Then I went to the next
LO
sentence. It was a much longer one than the first, containing a comma. I
read right through the comma.
“Uh-uh-uh. Not so fast,” piped my dad. “Do you see this little mark after
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the fifth word? What do you call that mark?”

W

“A comma.”
O

“That’s right, a comma. Now why do you think the writers put that in
there?”
D

“To get me to pause.”

SO

“Right. So when you see a period or a comma, you stop. You pause. Let
what you’ve read sink into people’s minds a bit before you continue.”
W

I began to read again. Dad, looking over my shoulder, never offering

a word of praise. Only correction. When I finished the passage he had me
start again. Over and over I read the passage – and if at any time I read
quickly, he stopped me. Even if it was the last phrase, which at that time
was spoken as: “This is the word of the Lord.”
“Matt, what you’re reading here is important. It’s the Word of the Lord.
And when you get to the end of the passage, you cannot go too fast. In
fact, you need to go even slower and enunciate each word. You see all the
other lectors at the Mass. They’re awful. They get to the end of the reading

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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and they read like they can’t wait to finish. Instead of “THIS – IS – THE
– WORD – OF – THE – LORD, punctuating each word for emphasis, they ramble
‘thisisthewordofthelord.’ It’s awful. I don’t ever want to hear that from you.
So let me hear you read that refrain again.”
When the first reading was to my father’s satisfaction he had me go to
the second.
“Now, before you begin, a word of advice,” said dad. “You see all these
other readers on Sunday. When they get to the second reading they start off
by saying, ‘Our second reading this morning is from the Gospel of… let’s
say, John. Now, first of all, there is nowhere in your booklet that it says
that you are to tell the reader that this is the second reading. And second,
if the people in the pews can’t tell that you’re on the second reading, then
they must be complete idiots. You don’t need to tell them it’s the second
reading because anyone who has a brain already recognizes this. Okay, let’s

IN
hear the next reading.”

S.
Time Out

AD
What I have done to open this newsletter is an example, on many levels,
of what you as a marketer of goods and services on the Internet can imitate
in your email campaigns. Yes, the story above is true – and it takes guts
LO
to write what is weighing heavily on my mind – but it’s part of the Furey
Method for becoming a great email copywriter.
N

Note: I did not say copy verbatim. Imitate the flow; the layout; the
type of story; the amplification of emotion – and so on. But do not
W

copy the words themselves. They are mine. They come from my brain. So
should yours. And doing so is not difficult when you learn to write
O

email copy the way I write it.

D

There are several key elements to writing effective money-drenching email

SO

copy. First and foremost, though, is learning to write like you talk. Most
people struggle because they try to write in a vernacular different from how
they would speak to a friend one-on-one. Big mistake.
W

The key to breaking out of this is to begin talking out loud – and
after a sentence is uttered, you write what you said. This is the fastest
way of “finding your voice.” And, if you want to go further, if you want
to find someone else’s voice – then listen to him speak and write what
you heard. There’s nothing more to it – and anyone who tries to teach you
otherwise is milking the process of email copywriting for all it’s worth.
Your key to success when writing emails is to uncomplicate things. Most
people do the opposite. They try to make everything more difficult than it
is. Imagine being the person who writes in a clear voice nearly everyone
easily understands. I think this ideal is a grand station in life to
attain, don’t you?
Six months after my wife had emigrated to the U.S. (she arrived on
August 2, 1994), she could read my writings and clearly understand what I
was saying. This, my friend, was after having no more training in English

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR September 2006

than what was provided at an “adult school” program, wherein she was tossed
into a room with dozens of other emigrants, most from different parts of
the world.
The average writing you see on the Internet today – what we read in most
emails – if I were a betting man, I would bet that after six months of
English Zhannie wouldn’t have understood the message. Today, yes. Back in
1994, no.
We are often given the advice to write at the 5th or 6th grade level. Yet,
in today’s global Internet world, you’re probably better off writing at the
six months of English level. Clear, concise and colloquial, those are the
three C’s of writing you’ll want to work on.

Keys to Writing Clear, Concise and

Colloquial Emails

IN
How about I give you some key concepts for writing kick-butt emails,

S.
day in and day out? Bear in mind as I teach these concepts, many of them
simply flow out your mouth and onto the screen when you let go of the voice

AD
in your head that wants to edit everything you write as you’re writing it.
Silence! Get thee away from me, varmint. Let your voice be YOUR voice without
LO
editing – then, later on you can go back and edit what you’ve written. BUT…
if you listen to me, most of the time there won’t be a whole lot of editing
as you’ll nail 80% or more of what you want to say, and how you want to say
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it, in the first draft.

W

I have proven this in a small group seminar on writing emails to make a

fortune. Everyone who attended entered the room with major self-doubts about
O

how to write emails. All left KNOWING they could write at a championship
level. Some, like Chet Rowland and Jake Ross, discovered they have a major
D

talent for writing stellar email copy.

SO

My brother, Sean, with my permission, taught this same email seminar

twice and had samilar results. Students arrived lacking confidence. Two days
later they went home jumping for joy.
W

In Sean’s case, he is the perfect example of someone who learned how to

write Fureyesque or MachiaFurian emails in record time – mostly because he
was willing to listen and learn. Twas a good thing because he went on to
easily clear six figures his first year, writing emails for me as well as a
number of others who saw some of his work and begged for his email address
(I’ll show you an example of one of his emails later on). Now Sean’s started
a coaching program on email writing. If you want help with the writing of
stellar, money-grabbing emails – contact Sean at sfurey@aol.com.

10 BIG Mistakes Most Entrepreneurs Make With Email

1. They use a weak headline. Their headline doesn’t provoke enough
curiosity to get the email opened. Oftentimes the person writing the
copy tries to use headlines that work offline or in a salesletter, but
not for an email. There is a difference.

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2. They use an impotent opening sentence. The reader finds it painful

to continue reading after the first sentence, so he stops and goes to
something else.
3. They don’t write in clear, concise and colloquial language. Instead,
they try to impress others with how educated, smart, intelligent
or knowledgeable they are – and to do this, they use high-falutin
language instead of down-to-earth speak.
4. They never write anything personal about their own lives. They never
reveal who they are to the reader in a friendly down-home way. In
short, they never let the reader be a voyeur.
5. They never tell a compelling story that grabs the reader by the
scruff of the neck and forces him to keep reading.

IN
6. They rarely or never write anything funny or humorous. The reader is
never forced to laugh or smile.

S.
7. They never write anything that makes the reader cry or pound his fist
on his desk in a fit of rage.
8.
9. AD
They think educating the reader is more important than entertaining him.
They are verbose. Emails contain tons of superfluous words.
LO
10. They write emails lacking in POWER because they fail to tell the
reader to buy something. The main purpose of an email is to sell your
N

products and services. And so, if you don’t use a voice filled with
W

deep conviction and enthusiasm – you won’t get many sales. To rewrite
Emerson, who said: “Nothing great was ever accomplished without
O

enthusiasm” – I say, “Nothing great was ever SOLD without enthusiasm.”

Don’t be wimpy. Tell the reader what he is supposed to do – just as,
D

in the opening story for this n/l I reviewed how my father taught me
SO

to read.
There are many other things I will cover about my style of email
copywriting in the future – but this list of 10 can last you forever – and
W

if you continually refine and hone your skills, continually looking at

whether or not you’ve hit the mark on these 10 things – you will improve.

You Better Make Me Laugh or I’m Outta Here!

What I am now going to tell you is something you might want to write on a
3x5 card and memorize. You might want to tack it to your bathroom mirror or
sticky note it to your laptop. Yes, it is THAT important.
Here goes:
When it comes to making money… Entertainment is more important
than education!
Get mad all you want – but this statement is fact. We pay our
entertainers FAR, FAR MORE than our educators. Frank Sinatra made people
laugh when he was on stage. He made them cry when he sang – even when he

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took the stage. He told stories. He was personal. He could have simply gone
on stage to sing – and nothing more, yet he understood the value of making
a personal connection with his audience.
Reagan, the Great Communicator, was an entertainer first. He made most
Americans feel good about the country by telling stories, jokes and being of
good cheer.
How much money would Rush Limbaugh be getting for his radio show if
he didn’t make people laugh as well as make others raging mad? He is an
entertainer.
Look at the salaries of our big league ball players. What do they do?
They entertain.
The other day I revealed this truism – Entertainment is more important
than education – to a member of my MasterMind. He broke out laughing. Couldn’t

IN
believe what I was saying. I then said to him, “You have kids, right?”
“Yes.”

S.
“Where are they now?”

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“Probably watching something on tee-vee.”
“Precisely.”
LO
Right or wrong – I’m not playing judge here. I’m merely reporting the
truth. If you want to make the most out of your career – you must learn
to MIX entertainment with what you do. And by entertainment, I mean, first
N

and foremost, MAKING PEOPLE LAUGH – on a daily basis preferably. One laugh
W

per email is good. Two or more and you’re doing great. But laugh your
reader must, if you want him or her to become a fan who buys from you
O

again and again.

D

[Note: In a direct response salesletter, I do not advise going after the

laugh. It’s very hard to make it work. In an email – getting regular
SO

laughs is mandatory if you want to build a large following.]

Yes, I am an educator. I teach people “how to do things” in my books,
W

courses, newsletters, seminars and coaching programs. But I’d be a fool to

think my success would be equal to or greater than what it is if I didn’t
entertain.
Read my emails. Study them. Each and every day there is at least one
instance in which I make the reader laugh – assuming, however, he has a
pulse. You cannot make the dead laugh, I’m told.

One Word Laughs

In a recent conversation with Eddie Baran he said there is rarely an
email I send in which he doesn’t laugh – and sometimes it isn’t even a
funny line or phrase. Nope. It’s nothing more than a funny word, such as
the one my brother Sean coined last year – Lardassians – a spin off the
Star Trek word “Cardassians.” One of my favorite concoctions is the term
MachiaFurian.

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How many people who write emails have colorful terms to describe who they
are? Call me “Fure-cat.”
Almost no one.
How many have names for their customers? I call mine the Furey Faithful.
Again, almost no one.
You might think these terms don’t bring smiles to the faces of the
readers of my emails – but you’d be wrong to make that assumption. I can
tell you a great many Fellow Fure-cats (another name I use) write our office
and begin with the following: “Hi, my name is Bob Jones and I’m one of the
Furey Faithful.”
Happens every day. I invent the terms, the fan base uses them.

Misuse of Your Business Name

IN
Instead of creating single words that make your reader identify with you

S.
and you with him, what we see many email copywriters doing is using the
names of the business as if it’s a person of substance.

AD
“We here at LionsEatSheep.com are proud to announce” – blah, blah. Tis
awful. Show me a freakin human being now, would ya? Show me more than a
face though. Show me the soul behind the face. Show me the emotional make-
LO
up of the character.
Let me get to know him. Have him inject some laughter and joy into my life.
N

That’s what people want – and that’s what I want to give people.
W

And because of this, there are many top writers and entrepreneurs who
will tell you they read every email I send; they’ll tell you they can’t wait
O

for my email to arrive in their inbox. I’m talking about men and women who
D

are worth tens of millions to hundreds of millions of dollars. People who

are best-selling novelists, movie stars, top names in pro wrestling, music,
SO

and so on. And they tune into me each day. It’s flattering, mostly because
when I sit to write – I just write. I don’t concern myself with whether or
W

not it’s good or bad. I trust my instincts and I let everything RIP. I let
everything out. I pour my soul onto the screen, then I hit send.
What I have described is what people want to read more than anything.
Anyone can research facts, figures, history, the latest study. Anyone can
pepper an email with famous quotes to make himself look erudite. But the
real champions are those who don’t spend all their time quoting everyone
else. They spend 99% of their time quoting themselves.
Here’s what I think. I am a unique voice to be heard and here’s what I
have to say and why I’m going to say it with gusto and enthusiasm.

Forget the Quotes

Speaking of quotes, I WIIL use them from time to time. And every once
in a great moon I’ll quote a specific study. So I’m NOT knocking them
completely. I’m simply letting you know that, for many, many writers, if you

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remove their quotes – as well as their recitations from history books or the
latest studies, they’re ain’t a whole lot left for them to say because their
entire brain is little more than an accumulation of a bunch of everyone’s
else’s “facts.”
Back in 1992, I attended a Robert Fritz workshop on Creating in Sonoma,
California. It was a wonderful life-changing event for me. One of the
reasons why happened on Day 3. When Fritz was grilling us with his Socratic
method, which he calls Structural Consulting, I shot back at him with a line
that went like this: “Well, Dr. Wayne Dyer says…”
Before I could give the quote Fritz interrupted me. ‘I don’t want to hear
what Dr. Wayne Dyer says, or Dr. Joyce Brothers, or Deepak Chopra, or Norman
Vincent Peale, or Tony Robbins, or Mother Teresa, and so on. I want to know
what YOU think.”

IN
I sat motionless for a spell. Then a smile of embarrassment broke out on
my face. I realized, for the first time in my life, my mind wasn’t much more

S.
than a collection of what everyone else thinks and says and writes. There
was very little “Matt Furey” in my own brain. I was well-read – but I was

AD
uneducated. Never before have I felt so naked. It was a beautiful moment.
Keep this in mind when you sit before your keyboard and begin to write.
Give the reader part of yourself – not a part of what everyone else says.
LO
Be personal. Be down-to-earth. Be enthusiastic and authoritative. And damnit,
make people laugh.
N

Use quotes and studies – but use YOURSELF even more. Give the reader a
W

window to view your life and you’ll attract a following who cannot wait for
your next message – as well as your next product or service.
O

3 Points of Supreme Importance

D

Before I get into some email critiques, make sure you take another
SO

gander at my opening story. Look at the headline I used. Look at the first
sentence. Notice how I began with something emotional and personal. Then
note how I told a story about how my father taught me to read. Note the
W

humorous undertones. Then understand this opening could have been the
opening for an email which then led to the sale of my product.
After you’ve noted all those elements, then I want to repeat one of the
most important elements previously mentioned, as well as give you a couple
more hard-hitting concepts that can turn your email writing into masterful
writing.
1. People are more interested in entertainment than education. This
doesn’t mean they’re NOT interested in education; just that they’re
more interested in being entertained. So you MUST become an
entertaining Internet entrepreneur. To only educate misses half the
readers’ brains. Get the whole brain. Be funny.
2. Forget about proving how smart you are. This is a huge hurdle for many.
They view email copywriting as a means to showcase their superior
brain power, education, knowledge, and so on. This is a mistake.

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You’re far better off proving you can tell a good story and hook the
reader into reading – whether he’s being educated or not. Then, when
he’s hooked, when he’s on the edge of his seat listening to your
entertaining wit – drop in a bit of knowledge and sell him something.
3. Nothing bad ever happens to an email copywriter: EVERYTHING is
MATERIAL. Share openly but intelligently about your life. Let the
reader have a peak behind the curtain; a look over the Great Wall.
Alright, now let me dig out my red pen and start going to town on some
emails I’ve recently received. Per usual, my comments will begin whenever
you see the following: [Note:]. Because so many of my comments are brutal
names, products, websites and such have been omitted to protect the guilty.

How to Be a Hero

IN
Hi Matt,
Ever notice how when they interview a hero the “hero” always says one

S.
line. It may take slightly different forms, but they’ll all say basically the
same thing.

AD
[Note: Who is they? Be more specific and you’ll get more of the
reader’s attention.]
LO
What is it?
Reporter: “You were so courageous, Mr. Fireman, that was such an
N

extraordinary thing you did. We’re all amazed and profoundly grateful. Please
W

tell us, what were you thinking?”

Hero: “…”
O

You fill in the blank. I saw this many times yesterday on TV and I always
D

predicted what the person would say.

SO

Come on, take a guess…

Yes, they will say “I was just doing my job.”
W

How about if it is a non-service professional, some passer by? What will

they say?
Yes, “I just did what anyone would do in that situation. I wasn’t thinking
of being a hero, I just wanted to get the person out of there.”
Inside these answers are two keys to confidence. Two keys to success. Two
keys to what you really want: to feel great.
[Note: Rewrite of paragraph above – Contained within these seemingly
blah answers are two secrets of mega confidence; two keys to
unparalleled success; two keys to greatness. Would you like to know
what they are?]
They aren’t as easy to guess as the hero interview, but I’m a trained
professional and will point them out:
Focus and Action.

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These heroes were focused on what was most important. With my baseball
background I like calling it focusing on the MIT – the Most Important Thing.
They were focused on the person in trouble and how to solve the problem.
They weren’t caught up in a psycho-drama full of emotions.
Confidence isn’t even the issue. This might seem sacrilegious coming
from a guy who created a course called (xx), but I believe focus is more
important than confidence.
Focus powerfully and confidence comes along for the ride.
[Note: At this point you’ve given me too much and the possibility of
a sale is reduced. You need more curiosity here. You’ve already solved
things for the reader.]
Then take action. Do whatever your focus is telling you to do.

IN
So, how do you be a hero? You don’t think about being a hero, you just
focus on what’s most important and take action.

S.
Now, it helps a lot if you’re trained in this. Good training makes it a
lot easier to stay focused and take right action under pressure. Any high

AD
stress profession involves high stress training.
[Note: Trained??? Oh boy, sounds like too much work. If you’re going to
LO
tell them they need to work – you must glorify hard work by comparing
YOUR idea of hard work to someone else’s lame idea of hard work.]
Pilots, soldiers, EMT’s, firemen all train in simulated settings to
N

build their ability to focus and take action in spite of numerous possible
W

distractions.
[Note: I’m none of the above. Better relate it to me fast or I’m
O

outta here.]
D

Their training makes them many times more likely to take effective action
SO

when the heat is on and heroic deeds (as defined by others) are called for.
But there is stress in your job, in your relationship, in your life. You
would benefit from being trained to be better able to focus and take action.
W

That training would make you feel more confident.

[Note: What I want is Instant Confidence. To hell with my stress, my
job and all my problems. Give me a quick fix. Yes, I realize I will
have to train to get confidence, but if you’re going to tell me this in
your email, you’ve got to make the idea romantic.]
That training is available at www.xxxxxxxxxx
H
p.s. Focus on that link and take action! (You’ll be my hero!)
[Note: The close here is weak. On the enthusiasm scale, you get a zero.
Sometimes I will use a soft-touch close in an email – but it is still
aclose. You’ve got to tell the reader what to do. And you’ve got to tie
the main thrust of the email into the close. Your P.S. is a HUGE no-
no. It’s totally self-serving. Turn it around so the focus is on the

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prospect and what he will get from clicking the link. For example:
‘Perhaps you’ve never dreamt of doing something heroic. Join the club.
Most heroes don’t either. But man, when an opportunity arises, they’re
ready. They know how to put themselves into a peak emotional state
instantly. Do YOU? Imagine how much your life might change if you
harnessed the easy-to-learn skills of the most confident men on earth?
Click the link and discover the secrets they possess.’]

Why Frogs are Fat

Good Morning, Matt
Five frogs are sitting on a log. Three decide to jump off. How many are
left?
Five. They decided to jump, but never jumped.

IN
[Note: Beautiful opener.]
Unfortunately, many folks I work with are “deciding frogs”. They know they

S.
need to improve their physical condition, but never jump. Their intentions

AD
never turn into action.
Ironically, most people put-off exercising because they want to do a great
workout. They keep looking and searching and planning and scheduling and
LO
ordering videos and google-ing… but never do anything.
It’s really just procrastinating, camouflaged as ‘deciding’.
N

A wise teacher once told me, “Anything worth doing, is worth doing poorly…
W

until you can learn to do it well.”

So, don’t worry about the finding the ‘best’ exercise program. Just get
O

started. There are more than enough ways to exercise (using just your body
D

and gravity) to keep you busy for years to come.

[Note: Why are you positioning your program as better than all those
SO

they’re ‘deciding’ on? Sounds like you don’t believe your program is
any better than anything else on the market. Is that the message you
W

really want to convey?]

And if you haven’t been active for a while, then by all means – start
SLOWLY.
Exercising slowly helps prevent injuries. Nothing is more frustrating than
trying to ‘jump off the log’ if your knee is swollen (trust me). Exercising
slowly also helps you pay attention, engages all the smaller stabilizing
muscles, highlights your weak spots, and strengthens your Mind-Body
connection.
Here are a few ways to activate your body slowly:
Go for a walk after supper. Not a pep-step, just a walk. Focus on your
breath, relax and enjoy the walk. Work your way up to 20 – 30 minutes at a
moderate pace. You can pep-step in a few weeks. If you’ve been inactive for
more than six months, this is a good place to start ‘til your body gets used
to moving again.

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[Note: You stopped entertaining. Now you’re educating.]

Do some light stretching to help loosen the joints and relax the
muscles. Breathe.
Try some yoga, Pilates, balance ball or other bodyweight exercises. These
help integrate the parts of your body, rather than isolating them (like
traditional weight training). Don’t be fooled. They’re not as easy as they
look (trust me). Definitely start with the Beginner tapes. And if you can
get a good instructor, all the better.
[Note: Are you selling the tapes listed above? If not, why are you
referring to them? Playing Good Samaritan, are you?]
You can feed two birds with one feeder by combining activities from
different spokes on the Wheel of Life. For instance, take a Family Walk
(combining the Family and Physical). Exercise slowly, without noise or music

IN
blaring (helps you concentrate, strengthens the Mental and Physical)
[Note: Where are you going with this? I’m totally lost now.]

S.
Speaking of birds, six birds are sitting on a feeder. Little Jimmy shoots

AD
one with his BB gun. How many are left?
None. The rest got scared and flew away.
LO
[Note: Not funny this time. Technique overused. Once is enough. What
are you in this email? A professional visitor? Get to the point. Sell
something damnit.]
N

Live like you mean it,

W

Dr. V
O

P.S. Bonus Tip: When you aim and fire at one goal sitting on the feeder,
that energy and motion tends to bring the rest of your goals along with it.
D

[Note: Yeah, so what???]

SO

P.P.S. I know some old guys up at the Fitness Center who workout just so
they can eat whatever they want. Not an ideal strategy, but at least they’re
W

making a plan and taking action. A better plan might be to eat better to
maximize your workouts and your health (link deleted)
[Note: This email is not selling and marketing a product. Writing an
email like this is wasting your freaking time. You started out great
with a joke that grabbed attention, then you rambled and rambled. Tell
people to buy something!!! Tell a story that ties into your product
somewhere and somehow.]

A pineapple shows how to speak to strangers

[Note: Headline is awful. I’m not going to open this one, except to
do a critique on it. Why not – “Conversations With Pineapples” – or
something that has curiosity imbedded in it?]
Hey there Matt,
[Note: Hey there Matt??? If a chick is writing me and she has a soft,

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sexy voice and a hot body, this might work. But I don’t want a man
writing me with this kind of opening.]
I just had pineapple pie. Now I don’t know about you but I’ve never had
pineapple pie before, and I find it kind of strange.
It’s strange because it sort of works.
[Note: Dude, I’m already sick to my stomach reading this drivel. Let
me give you a different opener: “Ever eat a pineapple pie? If you
have, you probably know what I mean when I refer to ‘Conversations
with pineapples.’ Yes, when you eat a pie with pineapples, you might
even speak in tongues. Here’s what I mean…’ – This is just off the
cuff – not great – but it beats the crap out of what you have here.
Speak in clear, concise and colloquial language. Take your sentence,
“It’s strange because it sort of works.” Please tell me how that is a

IN
clear, concise and colloquial sentence??? It makes about as much sense
as a fart in church. Back to the drawing board. Remember: Talk-write,

S.
write-talk.]
It’s sweet, and fruity with a nice crust. And when you really think about

AD
it, it’s very similar to apple pie, peach flan and every other variety of
fruit and pastry based desert.
LO
The person who first made pineapple pie understood the general concepts
of making a fruit based pie. They understood the act of balancing the
sweetness of the fruit with the texture of the glazing with the floury,
N

crumbly taste of the crust.

W

Because they understood the concepts involved with the flavors of pies,
when they didn’t have apples or any other standard fruits… and there in the
O

fruit bowl is this honking great big pineapple… they can work out how to use
D

that instead.
Necessity perhaps is the mother of invention but only to a skilled and
SO

experienced mind.
And that’s why someone who’s confident in one area of their life is able
W

to adapt to any other area.

I’ve seen a friend who’s great on a snowboard get thrown into a new
situation at work. He leapt into it with the same gusto. Sure he made a lot
of mistakes at first but because he was confident he’d succeed eventually he
kept at it… and succeed he eventually did. It’s because he understood how to
be confident in general.
But what if you don’t have that initial confidence to draw upon? What if
you’re like the many people who are stuck with a pineapple and don’t know
what to do with it?
What if you need to speak to a group of new people at work, and all
you’ve got is a pineapple to work with?
I talk about this with my Silver members and you can also become one by
going to http://www.instantcalmness.com/silver. If you don’t already have the
skill of confidence in one area of your life, you need to see it applied in

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR September 2006

different examples before you can pick it up. The same goes with motivation
and the same with relaxation.
[Note: The transition here into the plugging of your Silver
membership is nonexistent. Everything must flow. This is
screeching halt bad transition.]
That’s why each week you’ll hear entertaining stories that are easy to
remember and yet by listening to them you automatically acquire the habit of
confident speaking, confident acting, purposeful doing. It’s like getting the
lessons in these emails, but on steroids.
M.W.
Push past your limits; love life doing it.
Ps. I’m down to the last 12 places at the current introductory price. If
you like the idea of getting fresh motivation, inspiration and raw, honest

IN
goodness sent to you for less than the cost of a meal out, then get over to
www.xxxxx and upgrade your membership now.

S.
[Note: MW, you’ve gone to scarcity in the P.S., which is a powerful

AD
selling tool, but the copy must be improved otherwise no one will
see your offer.]
LO
Where Optimism Originates
Hi Matt,
N

Ever watch a movie without a soundtrack. Or a TV show without music. Not

W

a very appetizing thought.

[Note: Good opening.]
O

Music is a mystery. The power it wields on our imagination and wellbeing

D

is enormous. Like Confucius said, ‘Music produces a kind of pleasure which

human nature cannot do without’.
SO

[Note: I would have put Confucius in the headline to make it more

compelling, such as: How Confucius Pleasured Himself.]
W

There’s another kind of ‘music to your ears’. You’re immersed in it day

in, day out. No one escapes these sounds. This music is comprised of the
words you speak, read and think about every moment of the day.
The ‘sound’ of those words penetrate your wellbeing in a similar way that
music does. Immediately, deeply and irrevocably.
[Note: Great stuff.]
Add to that other people’s voices and you’ve got yourself a smorgasbord
of aural influences. Not to mention the emotional tinges of actors voices as
they bring to life one drama or another on teevee and film.
The list goes on – I haven’t even mentioned the low frequency humming of
electronic equipment, heaters and A/Cs as well as traffic.
[Note: Need something humorous injected into this so that the depth of
this idea can sink in. Laughter opens the soul to receive your message.]

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Put together, this is the music of your life. Your aim is to minimize the
negative sounds, including much that teevee, movies, magazines and books
have to offer. Instead, simplify your sound palate by exposing your mind
and ears to the stuff that picks you up, makes you laugh, helps you think
creatively and calms you down.
Sounds and music are everywhere. Mostly unnoticeable, because they’ve
become part of the fabric of our lives. But that doesn’t mean these sounds
aren’t playing a number on your mind. They are, big time. Start paying
attention and you’ll be making changes pronto.
Listening to the xxxx
Immerse yourself in what’s good for you. You won’t regret it.
Warm Regards,
T

IN
P.S. Ever wonder how you would feel if every obstacle was turned into an

S.
opportunity – a chance for getting rid of cobwebs. Listen to these xxxx
[Note: Overall, good email. To improve it lighten the topic with

AD
something funny or humorous. Tell a story. Be personal. And tell people
how they will benefit by having your product.]
LO
And Now, for the Grand Finale
Now, let me close out this issue with an email written by my brother,
N

Sean, a couple years ago for the Psycho-Cybernetics product Zero Resistance
W

Living. This one kicked major rumpus. Once you see how the story grabs you
– you’ll understand why.
O

How One Girl Used Her Imagination to Score

D

Big Points
SO

Dear Friend,
Last month a young female basketball player asked me if I could help her
W

improve her shooting. We went to the gym and I watched her shoot for about
twenty minutes. She did pretty well in the first few minutes and then her
shooting deteriorated. At the twenty-minute mark she was hitting about 2 out
of ten.
She stopped, walked over and said, “I really stink, don’t I ?”
I said, “No, you don’t stink! You have no imagination.”
“What do you mean?” she said.
“You don’t believe you are going to make the shot, so you don’t. You have
to believe you are going to make the shot. You have to believe that your
teammates want you to shoot. You have to believe you are the best shooter
on the court.”
“I’ll double my practice time,” she said.
“No”, I said. “I want you to stay out of the gym for a week. In fact,

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MATT FUREY’S… INTERNET MARKETING MONEY-GENERATOR September 2006

I want you to play “imaginary basketball” for 7 days. Whenever you can, I
want you to play basketball in your mind. I want you to imagine that you
are the best shooter that ever played the game. I want you to take every
possible shot in the game and make it. On the last day, I want you to play
a championship game, and make the game winning shot. Then call me.”
A week went by and I got a call. We met at the gym. “What’s your favorite
team ?” I asked. “Tennessee,” she said.
“Okay”, I said. “Lay down on the floor, hold on to your ball, and imagine
that Pat Summitt is in the stands. She’s here to watch you play, because she
needs a shooter for her team. You are going to score 26 points. She is going
to walk down out of the stands and offer you a scholarship. When the game
is over you can start shooting.”
After putting her through this powerful exercise, guess what happened?

IN
She started shooting and she banked her first 24 shots. And on average, she
hit about 8 out of every ten shots during the entire practice. Now that’s a

S.
major improvement.
As we walked off the court she said, “Tennessee, get ready, here I come!”

AD
Everything I was teaching this young girl is what I learned from Dr.
Maxwell Maltz, author of the 30 million copy best-seller, Psycho-Cybernetics.
LO
But what she learned comes from Dr. Maltz most advanced and cherished
work. To read all about his mega-powerful program go to http://www.psycho-
cybernetics.com/zrlcourse.html
N

Best,
W

Sean Furey
O

P.S. Last night I watched her play again. She shot 9 of 11 from the floor
and 4 of 4 from the line. After the game she said, “I beat them before the
D

game started. I beat them Monday, Tuesday, and today at lunch. They didn’t
SO

have a chance.” No one else will against you either once you’re armed with
Dr. Maltz life-changing program. Go to http://www.psycho-cybernetics.com/
zrlcourse.html and order NOW.
W

[Note: See how this email is personal. See how it tells a story. Also
note how the reader is entertained – but not taught anything valuable.
The reader must buy the course to get the most valuable imformation.
And finally, note how the reader is told to buy something.]
Well, my friend, that’s a rap. Be back next month with a whole lot more.

Matt Furey
P.S. Two seats remain in my October seminar – The Science of Super-Human
Marketing. This seminar is the MOST important one I have ever done. Go to www.
knockoutmarketing.com and make sure your butt is in a seat on October 18th.

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Matthew Furey’s… November 2007

Internet
Marketing
Money-Generator
T h e Ne w s l e t t e r f o r O n l i n e E n t r e p r e n e u r s

Are You Making Six Figures Yet?

IN
This month I’m going to cover a subject I want to get off my chest in

S.
print instead of via DVD – mostly because I want you to read this issue
over and over to make sure you get ALL the points – fine as well as

AD
sharp, that I’m about to make.
You’re probably aware that in the past I taught you to email at least
LO
once a day if you want to make some serious money on the Internet. I
also advised that twice a day out-pulls once a day; and on occasion,
N

especially those times in which you’re having a big sale – you can hit
the list thrice per day. The result will add up to a BIG increase in
W

dollars.
O

If you’ve been paying attention to what I’ve been doing over the last
D

six months or so, you’ll note

that I have made many changes
SO

to what I once taught. There

are a number of things I’m
doing that you can see – and
W

there are many, many more I’m

doing behind the scenes that
you don’t know about – and
they are changing my business
and my life in many, many
ways.
Yet, in spite of the visible
changes I’ve made, very few
people have caught on. And if
they haven’t caught on to what
is in plain view – I assure
you they’re clueless about what Furey re-united with his boyhood idol, wrestling
is hidden from view. So you coach and life mentor, Dan Gable

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can imagine how I get a kick out of those who have gotten the erroneous
idea that they already know my methods.
It’s a dangerous thing to be a know-it-all, especially when you’re
not a millionaire yet. I used to marvel at those who got millionaire-
itis shortly after having their first seven-figure year – and that was
GROSS income, not net. But lately I’ve almost fallen over a toilet when
I’ve seen the people who are still in the $10,000.00–40,000.00 a month
range, and they’re already afflicted with this disease. It’s sort of like
getting champion-itis when you’re having a 50-50 season.
What I’m about to say may sound a bit harsh, but it’s the reality of
how I think, Pete Lillo thinks and what I believe Dan Kennedy thinks.
In 2002, during my very first year of being a Kennedy coaching

IN
client, I never received one lick of praise from Dan when I was making
$80,000.00–90,000.00 per month. It wasn’t until I crossed the magic line

S.
– i.e. doing six figures PER MONTH that Dan finally said, “Alright. Those
are some good numbers.” I guess it’s also important to emphasize that

AD
Dan did NOT use words like “very” or “great” or “fantastic” before the
words “good numbers.”
LO
Pete Lillo often asks other info-marketers and entrepreneurs a
question about their income. It goes like this: “Are you making six
N

figures yet?”
W

The answer usually comes back as follows: “Not yet. That’s a lot of
money to make in a year.”
O

Pete replies: “A year??? I didn’t mean six figures in a year. I meant

D

six figures in a MONTH!!! If you’re not making six figures per month you
don’t really have a business yet.”
SO

Now, you might get pissed and say, “You pompous, arrogant S.O.B.’s. How
dare you tell me I’m not making any REAL money yet? I’m working my ass
W

off. I’m giving it all I’ve got. I’m trying real hard. And this is all
you can say?”
Well, like I said, I know this advice may sound harsh – but if you’ve
been on both sides of the fence – like Dan, Pete and I have, you would
know wherefrom we speaketh. None of us are cocky, even today, about the
amount of money we’ve made. I look at multi-millions per year as “good”
– but not the very best I can do. I CAN do better – so there’s no room
for arrogance. I must continue to learn, to stay open-minded and to

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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apply what I already know. I must continue to look for and discover new
things I can do to get the best out of myself.
Did you catch the last four words there? They are important. I did
not say “to make more money.” I said that I am looking to get the “best
out of myself.” That is what a business is supposed to do for you. It’s
supposed to give you something to focus on so you can develop your
talents and abilities to the full. And you’ll know when you’re doing so
because your income will rise.
Last month, the legendary Dan Gable spoke at my Zero Resistance
Internet Marketing Seminar. Gable was my childhood idol and my coach at
the University of Iowa, where I was a member of three of his national
championship teams. Yet, he is still my coach and always will be. Like
Dan Kennedy, I have learned things from him that will stay with me for

IN
LIFE.

S.
Now, you might think that after three years with Gable, I’ve seen him
say it all and do it all. FAR from it. In fact, I want to bring him back

AD
to speak again and again because he is THAT profound. After his talk I
asked the attendees if they would come to the next seminar if he gave
LO
the same talk, verbatim. EVERYONE I asked this to said, “YES.”
Why? Well, let’s take a look at some of the things he taught.
N

1. Early on in his talk Gable showed a book that he referred to as

W

“the Sports Bible.” He bought it in 1964, when he was 15 – and he is

still reading it on a regular basis. He said that this book contains
O

every answer and every solution to everything he ever needed to

know to become a champion
D

– or to help him get the

SO

best out of his athletes.

Isn’t that amazing? The
greatest wrestler America
W

has ever known continually

reads the same book he
first read as a 15-year
old boy. He doesn’t say,
“I already read that and
know it.”
2. Gable said that everything
that happens to you in
your life can be turned
into something positive
that you benefit from.
Near the end of his 2-
Coach Gable telling about the night his sister,
hour presentation he told Diane, was raped and murdered.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR November 2007

the story of his sister, Diane, being raped and murdered in his own
home. He explained how his family was being torn apart afterward
with guilt, drinking and fighting. And he explained how he, at age
15, took charge and helped bring the family together again. Much of
Gable’s success he will and does attribute to his sister’s death. In
an interview with Gladiator editor and publisher, Todd Hester, who
was also at the event, Gable admitted that every time he got his
hand raised in victory it gave the family something to be proud of;
it helped relieve the grief they felt. There is no doubt that Gable
took this horrible event from his youth and channeled it into a
source of inspiration.
When I was at the University of Iowa, after we’d won five NCAA team
titles in a row, Gable’s competitors accused him of “ruining the sport

IN
of wrestling.”

S.
Why? Because he won too much.
This, mind you, is no different than the person who says that

AD
millionaires are greedy. It’s pure unadulterated jealousy. Gable never
let up a bit when he heard this drivel. His goal was to have all 10 of
LO
his wrestlers win a national title in the same year. The most he ever
got was five.
N

3. I found it inspiring that Gable set many, many goals that he

achieved: state champion, national champion, world and Olympic
W

champion, as well as national, world and Olympic coach. But the

goals he talked about in his speech were the ones he failed to
O

reach. He gave the reasons for each failure – and the reasons are
D

the same whether we’re talking about business, sports or anything

SO

else.
a. Before going into his final match in college, a match he was
expected to win, giving him a perfect 181-0 record, he did 20+
W

takes for ABC Sports, none of which were good. In each take he
was to say, “Watch me finish my career undefeated …” He was told
he needed to film this spot before the match because there was
no time afterward. Then, when he lost, ABC Sports ran over to the
victor, Larry Owings, and taped him saying, “Watch me beat Dan
Gable …” So, there WAS time to film the segment afterwards, wasn’t
there?
Moral of the story: As Napoleon Hill stated so eloquently in Law
of Success, “Tell the world what you’re going to do – but show them
first.”
b. After Iowa had won nine-straight NCAA team titles, the team came
out with a Roman numeral ‘X’ on all the promotional items. The
posters had them. All the ads on tee-vee had the ‘X.” Even the

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wrestling gear – called a singlet – had an ‘X’ on the lower leg

that was clearly visible to every opponent Iowa faced. Gable said
that if the ‘X’ wasn’t put on the singlet until after it became
an accomplished fact, he believes Iowa might have won 15-straight
titles.
Once again, the moral of the story is the same as quoted earlier.
“Tell the world what you’re going to do – but show them first.”
c. Gable had one lifelong goal that he never reached. He summed it
up in three words: “Push to collapse.” This goal, it turns out was
not just an idea. He truly wanted to train so hard and compete
with so much intensity that he would have to be carried off the
mat. Why? you ask. Because when you collapse at the finish line,
when you fall over at the end of a contest, you KNOW that you

IN
gave everything you had – every ounce of physical and mental

S.
energy in pursuit of your goal.

AD
LO
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O
D
SO
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Gable reading from his Sports Bible –

The Heart of a Champion - by Bob Richards

Wonder where he came up with an idea like this. Well, I discovered

the source when I bought the book Gable showcased throughout his talk.
Like the 15-year old kid who was presented with the opportunity to buy
this book after hearing the author speak at his high school, an author
who was an Olympic champion himself – I, at 45-years of age, bought a
copy, too. I paid over $200.00 for it. To me this book, The Heart of
a Champion, is like Psycho-Cybernetics and Think and Grow Rich. It’s a
book to read over and over and over. I plan to introduce it to my son,
Frank, and daughter, Faith, when the time is right.
The key thing to take from Gable’s “push to collapse” goal is simple.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR November 2007

In your business – are you giving it everything you’ve got? Or are

you buying into the idiotic notions being passed around by so many
elitist snobs who don’t want to do anything – yet they still want to be
successful.
Whenever you hear a businessman bragging about how he stays at home
and never goes to the office except when there’s an emergency, you’re
listening to talk coming from the mouth of an idiot entrepreneur. I have
an office everywhere I go. In Tampa, in China. I spend many hours in my
office each day practicing my craft. I never think of myself as “good
enough.” I never think of myself as “knowing” anything – other than
myself – and that’s a continuous journey, too.
I use the word practice instead of work because it’s the same word
used by doctors and lawyers as well as athletes. I don’t use the word

IN
work because I believe those who practice LOVE what they do. Those who

S.
“work” often don’t love what they do. This is simply my definition game
– and it’s important to me. Key thing for you to decipher is whether or

AD
not you think of work as drudgery or not. I don’t because I LOVE to be
involved. I love to practice doing what I love. I was this way as an
athlete and I’m this way as an entrepreneur.
LO
4. Early on in his talk Gable laid out a formula for success that I had
never heard before. Although he didn’t name the formula, I’m calling
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it the Gable LBA Success Formula. Conceptually, it’s very simple and
W

straightforward. Yet it’s a deep, never-ending formula that almost no

one follows.
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“L” stands for listen.

D

“B” stands for believe.

SO

“A” stands for apply.

When all three of these factors are living and breathing parts of
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your life, you will meet with success. And if you continue to follow
these steps AFTER you’ve met with success – it will lead to domination.
I’m going to go into detail as to why this is true but before I do, a
little story about this formula. A few days ago I wrote a column about
this formula for Inside Kung Fu. The editor said it was sensational.
He’s running the entire column unchanged.
I then re-tooled the column for another source, this one happens to
be a health e-zine. The editor, to my surprise, wrote me the following:
Hi Matthew.
I don’t think this article works as it now reads. Although the advice is sound and useful, it
doesn’t strike me as being really new,cutting edge, contrarian or “breakthrough.” We really want
the newsletter to offer ideas and insights you just can’t get anywhere else. It also needs to be

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based on – or at least reference – the latest science/research. Is there any way to rework this to
meet those criteria?
Thanks—
PS—I have attached our latest editorial guidelines to help spell out the newsletter’s goals.
Let me tell you, when I read this I nearly choked myself to see if
I was still living in the real world. Instead of seething though, I
sent it off to another online e-zine source, where I believe it will be
published.
I then took a day to think about the editor’s comments before
replying. After my 24-hour wait was over, I took a sauna, pondered the
matter some more, then went into my office and blasted the following
reply:

IN
So you value a “study” over the advice of an Olympic champion and a coach who guided his

S.
teams to 15 national titles in 21 years? What better study could there be? I have studied self-
development since high school and I have NEVER seen the LBA formula spelled out anywhere.

AD
It’s very much “breakthrough.” Those who follow this advice will succeed – yet almost no one
does. Hence, most of the world is NOT successful.
LO
I fully expected the editor to stick with his position. To my delight,
however, he showed some class. He sent the following to me the next
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morning:
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Then all we need to do is state that you have never seen this before—that makes it
breakthrough. I will add this note to the lead, and that does it. Sometimes it’s just a matter of
O

wording or phrasing to get the point across.

D

Thanks
SO

Make a note: I did NOT give up at the first sign of rejection – nor
did I amend the article in any way whatsoever. Much of the time what
W

you write can use editing and it’s a good idea to listen to the advice
of the person publishing your article. On occasion, though, it’s a
better idea to stand up for what you wrote and be adamant that nothing
be changed. I don’t take this stand with everything I write – but I
sure as hell wasn’t going to allow my voice to be unheard in this case.
If the editor continued to disagree I guarantee you I would NOT rewrite
the piece.
Okay, so you must be wondering. What’s the piece you submitted on the
Gable LBA Success Formula?
Well, now that you’ve asked to see it, here tis:

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR November 2007

The LBA Formula for Success

by Matthew Furey
Last month the legendary Dan Gable, spoke at my annual seminar held in Tampa, Florida. In
his talk, the 1972 Olympic champion wrestler and the coach who guided the University of Iowa
to 15 NCAA team titles in 21 seasons (three of which I was a member) – laid out his formula
for success.
In the opening minutes of his talk he said that success boiled down to three things. First, you
need to LISTEN to good people (not just anybody) – people who are knowledgeable and want
the best for you. Second you need to BELIEVE in what you are taught by these people – after
all, they have already succeeded. Third, you need to APPLY what you are taught.
According to Gable, when all three elements of this formula are in place, you will succeed. And

IN
as you succeed, if you continue working this formula, it will lead to DOMINATION, in sports
or in business. Not just becoming a winner, a millionaire or being a one-time champion in

S.
something, but dominating in your field, year after year.

AD
Think of how this formula applies to anything you are passionate about. Take a few moments
to analyze the successes you’ve had. I’m betting you’ll find they are directly proportional to how
well you listened, how much you believed in what you heard and how well and how often you
LO
applied what you were taught.
Listening and believing are one thing – yet nothing much is going to happen in your life if you
N

don’t APPLY what you heard. Not only that, but unless you are willing to apply what you’ve
W

learned over and over again, unless you practice the art of “relentless repetition” you will never
become a success.
O

By using Gable’s LBA Formula, it is very easy for me to spot those who are destined for
D

greatness and those who will never make it. All I have to do is look at who is listening and who
SO

isn’t. After that I will usually know who believes what I taught by what they are willing
to apply.
W

Yes, there are those who take notes and listen to what you say, and they try to apply what you’ve
taught them. Thing is they don’t really, deep down in their guts, BELIEVE what you taught.
And so, at the first sign of defeat or the first time in which adversity mounts its head – the person
gives up. He stops applying what you taught because he listened but did not believe. It’s the
equivalent of learning various kicks, punches and throws in the martial arts world, then trying
to do them on a more experienced person. Naturally, the techniques won’t work right away. You
need more practice. You need more time APPLYING what you listened to and believed.
The truly great person listens and believes LONG before he ever sees the first sign of success.
He follows the advice of his teachers. He applies it day in and day out, no matter how hard.
Then, pretty soon he begins to see light coming through the tunnel. He sees that what he
listened to and believed is coming true.
With this first sign of success in mind, the person is given even more belief. So he listens even
more intently because he sees a new reality shining through the clouds.

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If this person never gives up, he will have his first BIG success. When this happens, it’s a time
for celebration. Yet, potential danger lurks in the shadows. The student may begin to be filled
with himself instead of with the subject he is studying. He may stop listening. Yes, he may
still believe what he learned previously but without an open mind and the willingness to learn
MORE than what he believed at an earlier time, he will start to lose what he gained.
The key to Gable’s LBA Success Formula requires humility. It’s hard to listen when you’re the
champ or when you’ve already made your fortune. It’s hard to believe anything when you think
you’ve already learned enough.
Post “Listen, Believe and Apply” on a wall in your mind for the next month. Put this formula
in a place where you’ll see it everyday. Doing so will change your life and open the eyes of those
around you.
[Matthew Furey is a world shuai-chiao champion, national collegiate wrestling champion and the

IN
best-selling author of Combat Conditioning. Go to www.MattFurey.com for more information
on his great products.}

S.
Pretty amazing that someone would think this wasn’t good enough

AD
because it didn’t come from a study. Studies are way over-rated. How
could you find a better source of knowledge on success than that coming
LO
from a multi-championship coach? A John Wooden; a Knute Rockne; a Dan
Gable.
5. Gable also repeatedly spoke about the Power of Imagination. He told
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about being a little league baseball player, and how he’d go out
W

onto his front lawn and practice swinging the bat and throwing the
ball.
O

“Every swing I took was a homerun in the World Series,” he said.

D

“And every pitch I threw struck out Mickey Mantle to win the World
SO

Series.”
When I heard this I recalled Gable’s famous quote about shadow
W

wrestling: “I must have won the state championship a thousand times

in my basement before I ever won it for real.”
In business, just like sports, you can literally blow the lid open on
your bank account and raise your income dramatically by practicing a
different type of shadow boxing. Instead of imagining boxing another
opponent or imagining yourself wrestling for the championship, you
shadow sell or shadow market. You picture yourself making money hand
over fist. You go through all the mechanics and motions of what you
would be doing on the day you enjoyed a “windfall.”
Perhaps, if you’re bold enough, you could imagine having a six-figure
month – or a seven or eight-figure month. Why not? If a young kid
can imagine himself pitching in the World Series, why not do the
same in your business?

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR November 2007

After all, Einstein once said, “Education will get you from A-B.
Imagination will take you everywhere.”
In the Psycho-Cybernetics coaching group we just had in October, I
taught the members how to do shadow training in whatever endeavor
they wanted. One student, Tom Puentes, decided to focus on making
money when I turned the group loose for a 15-minute shadow session.
At the time he began doing this exercise, Tom was a bit down
because he was having a bad month financially.
7 days after the training, here’s what Tom sent me via email:
Dear Matthew,
Last Monday during the Psycho-Cybernetics afternoon session in Tampa, you instructed us in a

IN
specific visualization exercise. All of us were instructed to take 15 minutes, spread through-out
the conference room and/or hallways and do a visualization combined with (some other things

S.
you showed).

AD
At the time, I was concerned, if not somewhat down, worrying about how I was going to turn
around one of the worst business months I could recall in many years.
LO
I decided to go through the visualization of generating income during my work day. I visualized
the whole process from beginning to end including speaking to clients, making phone calls,
identifying opportunities with a clear mind and strong purpose.
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I repeatedly did this for the next 15 minutes feeling the visualization so acutely that it felt as if it
W

was really happening and that I was at my desk doing it.

O

The next day, Tuesday 23 October I began my day confident in its eventual success.
D

The result:
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Tues 10/30/2007 finished as one of the largest revenue days I can ever remember experiencing
in my career! It was almost DOUBLE what I had envisioned occurring the day before. The rest
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of the week was among the ten best of my career.

This success continued today – Monday as well.
Matthew, I simply wanted to share this success story with you and thank you for all your efforts
teaching the principles of Psycho-Cybernetics to all of us and allowing me into your programs.
You are very much appreciated.
THANK YOU VERY MUCH
With Warmest Regards,
Tom Puentes

6. Gable also spoke about the term Zero Resistance, and how as a
wrestling coach, this term fits him perfectly. In wrestling he uses

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the words, “no weight.” He doesn’t want to feel any weight blocking
him from doing what he’s out to accomplish. He doesn’t want to feel
his opponent being able to put weight on him to stymie his efforts.
He most certainly doesn’t want to feel the weight of self-doubt or
fear on his shoulders.
“I hate weight,” said Gable. “That’s my philosophy.”
7. Near the end of his talk, Gable told the story of his daughter,
Molly, running in the Drake Relays in Des Moines, Iowa. She was
competing against the defending champion and no one expected her to
win. Gable was on his cell phone getting the “stride-by-stride” from
his wife. Molly was stunning the state of Iowa in the race. Not only
was she keeping up with the champion, she was winning. Gable was
ecstatic. Then, suddenly… all went silent on the line.

IN
S.
AD
LO
N
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O
D
SO

Gable recounts the story of his daughter, Molly’s race and getting
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the “stride-by-stride” from his wife while on his cell phone.

What happened? Did he lose the connection?

And then Kathy, Gable’s wife, finally spoke.
“Molly FELL.”
Uggh. You could feel the pain.
Gable was crushed. His heart was broken. His daughter fell at the
finish line and lost the race. He didn’t know how to deal with this one.
It really hurt. This was his daughter. He wanted her to win more than
anything. He may have wanted her to win more than he, himself, ever
wanted to win.
Gable searched for understanding.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR November 2007

He found the answer on page 25 in his Sports Bible – The Heart of

a Champion. Picking it up yet another time, he found the following
passage, which not only applies to his daughter but to all athletes and
all people in business.
“Another point, and this may sound strange to you – do your level
best no matter what. This may sound like a contradiction in terms,
after what I’ve just said, but would I surprise you if I told you
that some of the greatest champions I’ve known are fellows and
girls who never won a gold medal? They were the people who, even
though they didn’t win in the sense of living up to the highest
within them, yet they did their best, and outshadowed some of those
who won gold medals.”
After reading this passage Gable paused and realized something that

IN
makes him stand in AWE of his daughter, Molly. “She fulfilled MY GOAL,”

S.
he said. “She pushed to collapse.”
In closing, if you’ve read this far and you’re disappointed that I

AD
didn’t reveal a single money making strategy in this newsletter – I
suggest you go to the nearest hospital for a brain transplant. Be sure
LO
to ask for the mind of someone like Gable – or a reasonable facsimile
thereof.
N

Why? Because he epitomizes the essence of what it takes to become

successful in ANYTHING. His formula and philosophy will work for anyone
W

in any industry.
O

Remember to follow the LBA Formula.

D

Listen, Believe and Apply.

SO

How many of the three are you doing right now?

The answer to this question will determine your future.
W

Matthew Furey
Zen Master of the Internet®

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Matthew Furey’s… February 2008

Internet
Marketing
Money-Generator
T h e Ne w s l e t t e r f o r O n l i n e E n t r e p r e n e u r s

Back to the 1920’s

IN
in Advertising

S.
Several years ago, at my Info-Publishing and Internet

AD
marketing seminars, I handed out a booklet with about
30 pages of ads taken from Physical Culture, a health
LO
and fitness magazine published by Bernarr MacFadden
that lasted from 1899 until about 1946. This book of ads
was very instructive in a number of ways, namely:
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1. Almost all the ads in the magazine were direct

response ads. It was hard to find an “image”
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style advertisement.
D

2. Almost all of the info products being offered addressed common

problems or desires that are evergreen. This means they were
SO

popular products yesterday, they still are today and will be

tomorrow as well. For example, off the top of my noggin, the
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products being advertised covered weight loss, getting muscular

and fit, making more money than your boss, having good heart
health, eliminating poor posture and bad breath, putting an end
to hair loss, getting instructions in wrestling, boxing, weight
training; learning to be a pilot, a cartoonist, a writer, speaker;
learning how to sell; even learning how to write ad copy.
3. Every full page, ¾ page or ½ page ad I saw did not ask for money.
Instead the ad offered something for free to get the reader to
respond. In most cases it was a free book, in others it was a
booklet or free report. Being I own a two of these free booklets,
one of them being Charles Atlas, another being Farmer Burns,
I can tell you they were very well crafted direct response
salesletters, packaged to look like booklets.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR February 2008

Why am I telling you all of the above? For one reason, the Internet
continues to grow by leaps and bounds and if you want to break into a
niche in a big way, or remain in control of a niche – you’ve got to be
a BIGGER GIVER than those around you. Now, this does not mean you give
everything you know away. Not at all. You give strategically. And if
you’re not willing to give at all – you’re most likely doomed.
If you look at my success on the Internet, you’ll find that I have
been virtually unmatched as a giver in my niche. Yes, there are people
who put up videos or podcasts – something I’ve done sparingly and look
forward to doing more of in the future. There are people with free
discussion boards. But when you look at the fact that between 2004 and
2006, I put out over 1,000 emails to my various lists per year – you
just have to say, that’s A LOT of giving. So, is it any wonder I’ve

IN
received so much?

S.
In 2007 I fell short of 1,000 emails for a number of reasons – one of
which was taking on more than I was able to chew – but I still don’t

AD
think there was anyone who surpassed me.
From 1997 through 2004, on average, I put out, on average, close to
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500 emails per year. This year I haven’t sent as many as I’d like to
– in part because I’m juggling a number of goals, all of which involve
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putting words on paper.

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And this leads to my next major point: On a daily basis I have to

prioritize what is my writing is for: an email, a book, a newsletter, a
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special report – or a combination thereof.

D

The last four words in the foregoing sentence are important. Think of
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how much faster you can put together a book if you use a “combination”
of your writings instead of thinking everything must be original. Why
not pull from existing email content? It’s much, much faster to be
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productive. And there is no reason on earth to think you must write

something totally original for your book, special report or newsletter.

Repurposing
There’s a term for this I’m hearing used more and more these days.
Repurposing – or taking something you previously wrote for a different
purpose, i.e. email, newsletter, book, and so on, and coming up with

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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a new purpose for which it can be used. And it doesn’t matter if the
original purpose was a FREE email or not.
Each month, in addition to my three newsletters and CDs/DVDs, I have
two columns to write. One is for Inside Kung Fu; another for Gladiator.
Each column calls for 600-800 words with a photo. The writing of these
is easy. All I have to do is pull an email I’ve already written, give it
a new title, change the opening paragraph, leave much of the body alone,
adjust some of the verbiage to fit the martial arts and combat sports
crowd, then add one or two original paragraphs to the piece, and it’s
done.
I was recently featured on the cover of Inside Kung Fu – February
2008 edition. Along with the photos there was a lengthy article that I

IN
wrote in 1995 – 12 years ago. This article came from a chapter in my
first book, The Martial Art of Wrestling. No one knew the difference

S.
because it was retitled and a few new paragraphs were added while
others were removed.

AD
But – even if the article was verbatim from my book, readers who
have the book probably wouldn’t remember and if they did remember, they
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wouldn’t care. They’re glad to see the article again.
Each week I send out a few emails that are re-treads. Been using
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them for years. Minor changes, yes, but overall the same email. You’d
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be amazed to know how often my biggest fans, the very people who read
every email I send, don’t remember having read the same piece six
O

months ago. And once again, if they do recall seeing it before, if they
D

liked the email the first time, they may like it more the second time.
SO

Smart Use of Time

For those of you wondering how I get so much writing done, well,
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what you’ve already read in this issue would be an answer. But the
bigger answer is the fact that I have much, much more writing I want
to get done – and will get done – and it gets done because I have a
daily commitment to sit before a monitor and crank. Not a once a week
commitment. Not once a month. Not whenever I feel like it. Daily.
Some of my daily writing involves editing an email I sent previously
– then using it again for some other purpose. Believe me, I did not
invent this idea.
Other examples of repurposing in the book industry alone are too
numerous to list, but I’ll tell you about a few of them. Almost once a
year, Ann Coulter releases a new book that contains many of her weekly
columns. Imagine if she did daily emails.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR February 2008

Roy Williams, aka, The Wizard of Ads®, has used his Monday Morning
Memos for a couple of his books.
Michael Masterson of EarlytoRise.com has also used content from his
articles for the ETR daily emails in his books. So why not you?
Why not get paid twice – or thrice – or more?
The email you send out may be free – but it does make you sales,
doesn’t it? So you got paid to write it. Alrighty then, put it into
another format and you’re off to the races.
Also, since we’re on the topic of what you can give FREE to attract
more customers, it’s easy to put together a collection of a dozen or
more great emails, along with affiliate links, and give it a great title

IN
to be used as a free e-book or report. You can then let people download
it once they’ve given you ALL their contact information – not just a

S.
name and email address. You could also package it into a freebie sent
by mail if you think that will pull in more sales.

The marketplace is getting more competitive! AD

LO
In February of 2000 I came out with Combat Conditioning, a pioneering
book and set of DVDs on the subject of bodyweight exercises. It took a
N

few years before other info-entrepreneurs caught on and created their

W

own version of bodyweight exercises. Today there are more so-called

bodyweight exercise experts selling a book or course than I’d like to
O

count. Most of them are not kicking ass. Some of them are. Those who
are doing well are smart enough to be doing a modern-day version of
D

what went on in Physical Culture magazine in the 1920’s. They’re offering

SO

something FREE before asking you to buy anything.

This means, at bare minimum, on your website, you need an offer for
W

free email tips. This is such a “duh” to me – yet I am still amazed

to see many, many websites in the fitness, martial arts, wrestling and
“beat em up” categories not offering anything for free. Many websites
still don’t have a way to capture traffic to build an email list.
Why not? Because they have nothing free to send them anyway. No free
emails. No announcements. No ebook, No special report. No podcast or
video alerts. NOTHING.
To me, collecting names and email addresses isn’t even Internet
Marketing 101. It Internet Marketing 001. It’s one of the first things
you do with your website. You capture the traffic. You don’t just try
to drive more traffic to your website. No. You drive it then capture as
much of the traffic as you can when it comes.
That’s what all the advertisers were doing in Physical Culture. And

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that is what savvy marketers are doing today – both online and offline.
Here are a couple examples of other ways to bring more potential
customers into your funnel.

Offer a Free DVD – online and offline

IN
S.
AD
LO
N
W

Homepage of Target Focus Training.

O
D

Ralph Charlton and Tim Larkin of Target Focus Training – the industry
leader in the self-protection field – are a perfect example of the
SO

principle of giving in action. In their ads in magazines like Black Belt,

as well as on the Internet – www.targetfocustraining.
com – they offer a FREE 45-minute DVD that is jam
W

packed with the best “street” techniques you’ll ever

find in a course. And they’ll send you this DVD, too,
if you go to their website.
Ralph, who runs the marketing division of Target
Focus Training can tell you that the FREE offer pulls
in far more sales than asking for money up front. He
and Tim are giving you an experience of what they have
before you buy.
Incidentally, they also have a short video clip
streaming on their website, replete with testimonials.
This is solid marketing with a solid tough guy. No Free DVD offered on Target
pretending. No made up stories. The REAL DEAL. Focus Training. website.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR February 2008

The Trump Card

In late January I tested an offer to get more subscribers to my
Psycho-Cybernetics Success Group. I put together a special report,
called THE TRUMP CARD – that is jam packed with important self-
development information, especially on the subject of wealth. The report
is almost 8,000 words, with no fluff, filler or mumbo-jumbo.
The report is mailed along with their first month subscription to the
Psycho-Cybernetics Success Group, including the newsletter, visualization
CD and a few other valuable premiums. The only thing the customer pays
for is the S&H. This gets rid of the people who won’t cough up one red
cent for anything. For domestic packages the S&H is $4.95; for foreign
it is $9.95.

IN
Once the offer went live I quickly moved 500 units – so I extended

S.
it one more time and in short order did another 500 units. I don’t know
the stick rate at this time, but if half of the people stay on board,

AD
that’s another 20K per month. Nothing to scoff at – especially when this
same offer, or a reasonable facsimile thereof – can and will be made to
others via joint ventures. If you’d like to JV with me on this product,
LO
let me know. Drop an email to matt@mattfurey.com with the subject line
P-C JV.
N

How to Use Online Video to Get

W

Free Publicity
O

When it comes to online video, it can also lead to a bump in sales,

D

if it’s done right. It can also attract national attention, including

SO

the media.
I believe there are two good approaches to online video.
W

First, there’s the sincere, me-to-you, I’m just a normal guy or gal
approach. You look right into the camera and talk like you’re sitting in
the viewer’s living room – or across from each other at breakfast. No
attempt is made to be “newsworthy.”
Second, there’s the “in your face” – controversial, opinionated, loud,
obnoxious … and humorous approach. This approach is doing MORE than
selling a product or service – it is selling YOU – and not just to
potential or current customers. It’s selling you to big-time media.
Guard your ears if you don’t like profanity, but one of the hottest
newbies to the Internet world, Joe LaGardi, puts up a weekly rant, and
to date it has landed him on Fox, Jay Leno, and many other tee-vee
programs. The website – www.theguyfromboston.com.

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IN
S.
AD
Homepage of The Guy From Boston.
LO
Again, you’ve been fore-warned. The Guy From Boston swears worse than
any truck driver alive. He’s over 400 pounds. He smokes cigars. He eats
N

pasta. And he’s “got the balls to say what you’re thinking.” So he claims.
W

He started doing his weekly rants in the summer of 2006 – and last
summer, when I was introduced to his foulness, he had nothing but t-
O

shirts and bumper stickers for sale on his site. Now he is selling
D

“personalized rants” that you can buy and put on YOUR website. And
due to his media appearances – he’s now in demand as an “entertainer/
SO

speaker” or whatever else he might come up with – including running the

stairs in Philadelphia, ala Rocky.
W

I doubt that the guy ever expected he’d become so well known – or
liked – or hated. Or that he could make a living just being LOUD. But
you most certainly can, if you do it right.
There’s another loud mouth – The Kid from Brooklyn – www.
thekidfrombrooklyn.com – who wears “wife beater” t-shirts, also weighs
over 400 pounds, and from time to time engages in verbal wars with The
Guy From Boston.
The Kid has also figured out that he can make a living being this
way. That’s why his rants are no longer free. You’ve got to be a
“member” to hear the latest. That’s right. He has a membership website
for his weekly tirades.
As bad as it may look to you to have these guys making a living

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IN
S.
AD
LO
Homepage of The Kid From Brooklyn.
being loud, I look at it differently. I say it means there is still HOPE
N

for the rest of humanity. If you’re willing to be loud – and if you’re

W

also funny, and if you avail yourself of the latest video technology on
the Internet – you can make a living without leaving your home.
O

Ain’t life grand?

D

In case you missed the moral of this entire newsletter: Give

SO

something away for free. And do it often. This will help woo prospective
customers to your site. It will help convert many of those prospects
W

into great customers, too.

Think about it. Then do it.

Matthew Furey
Zen Master of the Internet®
P.S. I’ve seen some really bad videos on the Internet, too, that were
given away for free on a website or posted on YouTube.com. What makes them
so pitiful? No sincerity. No looking right into the camera. Nothing said
that is controversial or outrageous. And nothing funny. Mostly a bunch of
video graphics with idiotic music in the background. Yawn. Who cares?

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Matt Furey’s… April 2008

Internet
Marketing
Money-Generator
T h e Ne w s l e t t e r f o r O n l i n e E n t r e p r e n e u r s

Spring Training for

IN
Internet Marketers

S.
Professional athletes begin each season with a review of the basics.

AD
They may call it Spring Training or Summer Camp, but it’s really a time
when they review and refine the fundamentals that make or break you.
LO
Key words in the previous sentence are “review” and “refine.” It is not
enough to review the basics; you must refine them to an art form if
N

you’re going to succeed.

W

In this issue there are three articles which review many of the
O

fundamentals that have helped me and the people I have coached succeed
– as well as offer refinements that I think you’ll find useful. As you
D

read, realize this is not someone else’s list of basics that I have
SO

copied. It is a list I’ve acquired by studying others as well as going

through the School of Hard Knocks. Pay close attention to whether or not
W

you’ve been ignoring any of these fundamentals. I think, regardless of

who you are, if you’re honest you’ll see where you can at least refine
what you’re doing, making you and your business better.

10 Basic But Often Overlooked Keys to

Internet Marketing Success
1. You Have A Clear Vision of What You Want that you Visualize Daily.
This might surprise you, but most people in business do not have
written goals. In fact, most don’t have a single written goal.
How can you expect to succeed when you haven’t clearly defined
what success will look like for you? I set yearly objectives that

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I review daily. But I also realize that the road to success in

anything comes faster when you have a daily goal that leads to
the championship (yearly goal). We become what we picture each day
with deep emotion. If we don’t continually picture what we want
with emotion we will be easy prey for the hundreds of thousands of
negative messages and energetic influences surrounding us. You’ll
never find a super successful person who didn’t picture himself
where he wanted to be. You don’t need hours a day for mental
picturing. If you spend one minute in the morning each day picturing
what you want to accomplish, you’ll be light years ahead of the
person who has no goals whatsoever. Naturally, if you take a minute
several times per day to ask yourself what you want – then picture

IN
it, you’ll start moving forward at speeds that will blind the
average person.

S.
2. You Have Chosen a Market of Identifiable and Affordably Reachable

AD
Prospects Who HAVE MONEY and Like to Spend It.
Forgetting this valuable step is so common you’d think no one
LO
ever said it before. Many Internet marketers and Information
Entrepreneurs have no trouble identifying a market, but the market
N

they’ve identified is a bunch of poverty conscious, broke tire-

W

kickers who do not like to spend money on “how to” products – even
if the products will help them succeed. Do not think of yourself as
O

if you’re the customer you’re going after. You’re not. You are you.
D

Your motivations for buying something may be totally different than

the market you’ve selected.
SO

Also, be careful of the big lies sold to business owners, such as:
W

a. Find a need and fill it. – People don’t buy what they need.
They buy what they really, really want. They buy what they are
emotional about, what they’re passionate about. Don’t find a
“need.” Find an eager want.
b. If you build it they will come. – No, they won’t. Most books don’t
sell out of the first printing. Most websites get no traffic. No
one even knows they exist. If it wasn’t for the movie, Field of

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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Dreams, no one would ever go see that field. The movie served as
an advertisement.
3. You Have Chosen the Type of Product that this market has already
bought and will continue to buy regardless of how much they have
already bought.
After you’ve chosen a market that you can affordably reach, and
after you’ve determined they have money and like to spend it – the
next question is, “Spend it on what?”
Yes, there is a chance you can come out with something new that
your market has never bought before, and they could go crazy for it.
But there’s also a very big chance they won’t. A much safer bet is

IN
determining what your market has already bought, then give them MORE
of it.

S.
I know a man who created a “get rich” program for yoga instructors.

AD
It did NOT meet with great success to put it mildly. Most yoga
instructors are broke and are in no hurry to change this truth.
LO
Many of them resent the success of Bikram Choudhury – a yogi from
India who drives a Rolls Royce and teaches classes in Beverly Hills
N

with a Rolex on his nearly naked body. If you’re going to sell

W

yoga people something, it’ll probably be more yoga. This may change
someday, but right now, even though the yoga market is HUGE, easily
O

identifiable and affordably reachable – it’s probably still not a

D

good place to sell “how to make money teaching yoga.”

SO

4. You Have Positioned Your Product So It Jumps Out at the Market.

Once you’ve selected a market of players with money who enjoy
W

spending it on the very thing you’re selling, then you need to make
what you’ve got NEW in some way. Not completely new. 10% is enough.
And once you’ve found a winner, part of your continued success will
be coming up with more predictable winners – then making them a bit
unique in some way. All products need a hook.
5. You Are Positioned So You Stand Out.
After you’ve given your product a hook – what about the person
behind the product? What’s unique about you – or the talent you’re
promoting? Even when you’ve identified how you are unique to your
market, chances are there are other factors you’ve overlooked that
are much MORE valuable to a good segment of that same market.

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Recently I critiqued an ad created for an orthopaedic surgeon.

The ad he put together was very good. In the ad he identified his
product as well as all his credentials. And then, somewhere in
paragraph number eight, he wrote something that was truly unique
about him that set up a HOOK to reel customers in like crazy. What
was it? That he helped 90% of his patients AVOID surgery.
Don’t know if you realize it, but when I was in college I remember
hearing a few guys in the locker room issue warnings about going
to see an orthopaedic surgeon before you really needed to. “If you
visit. Dr. Schmargle,” one guy said, “he’s going to cut you. That’s
how he makes his money.”

IN
So being the surgeon who isn’t in a hurry to cut you – is BIG to
prospects who want to avoid surgery. Do most surgeons want to cut

S.
everyone they see? Probably not. But I can assure you this is a
real fear of potential patients – which makes the “90%” line a
valuable hook.
AD
LO
6. You Have an Irresistible OFFER
Never assume that having a great product is enough. Or that finding
N

your hook is all you need. Or that finding a rabid market is enough.
W

To make absolutely sure you acquire plenty of new customers, think

in terms of creating irresistible offers. Offers that are very
O

difficult to overlook or refuse. Create an incentive for the customer

D

to “buy now” rather than later. This doesn’t mean giving the bank
away to get someone to buy – but it does mean taking the time to
SO

construct an offer that is so good it can almost stand on its own.

7. You Spend the Majority of Your Time Marketing and Selling
W

In the beginning most marketers make the mistake of thinking that

if they create the BEST something or other, that this alone will
make you money. It won’t. Creating a product, even if it’s hard for
you – is in fact the easiest part in the business. The key to the
success of your business is spending the majority of your time
marketing and selling. If you take Charles Atlas’ Dynamic Tension®
course as an example – nearly 80 years ago Dr. Frederick Tilney
(the ghost writer) and Atlas spent a weekend creating the course.
That’s right. The Atlas course was written in ONE WEEKEND. And it’s
been selling ever since that weekend. Product was created fast.
Everything afterward was marketing. Now, just think for a moment if
Atlas had had a back-end in place shortly after he started. Can you

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imagine how much money he didn’t make because the initial course
was all there was? Wow! This, of course, leads to number eight
shown below.
8. You always have a “What’s Next?” in mind for your customers.
When I first started online in 1996, I didn’t understand “back-end
marketing” like I do today – but I knew right out of the gate that I
had to create, create, create. Within my first year in the business
I had three books, The Martial Art of Wrestling, How to Flatten Your
Stomach at Any Age and How to Achieve What You Want Without Positive
Thinking. I also had six videos and two audio tapes. Today, having
a monthly newsletter on continuity is an-going “What’s Next?” But so

IN
are seminars, coaching, consulting and other products. A good back-
end has no finish line.

S.
9. You are not afraid to ask for money.

AD
You may think this is a no-brainer, but you may be amazed to see how
many entrepreneurs are afraid to ask for money. How can you be in
LO
business and be fearful about asking for a check? Well, many people
are. And it shows in many forms and guises – from writing emails
N

that do nothing but teach – to being afraid to write a long copy ad,
W

to being afraid to sell a product or service at seminars, etc.

Recently one of my students held a seminar in which the feedback
O

was 100% positive. But he was so adamant about making sure everyone
D

got his money’s worth that he forgot to offer coaching. Instead of

SO

letting attendees know they could move to the next level with his
on-going coaching, which would have taken no more than five minutes,
he stayed mum. After the event I spoke to four different people who
W

were disappointed he didn’t offer an additional service. Never be

afraid to ask for money – especially when you’ve over-delivered.
10. You have a multi-layered plan of attack – not just email and
Google adwords.
It’s very easy to find ONE way to get a new customer and become
hell-bent on working that one method until it dries up. To get out
of the gate fast and continue running your business with a steady
stream of leads and customers, you need a multi-pronged combination
attack. You want to utilize every method of marketing you have time,
energy and money for. This means you advertise and promote online as
well as offline.

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9 Ways to Easily Increase the Perceived

Value of Your Offer
When it comes to making irresistible offers for your products, it’s
good to have a combination of things to choose from. Listed below are
9 different ways you can easily craft an offer that is damn hard to
refuse.

1. Give a certificate for a free phone consultation and place a dollar

value on it.
Don’t just say you’ll do a free phone consultation. Spell out the
number of minutes you’ll give and the dollar value for your time.

IN
You can place a time frame upon the certificate if you’d like as
well. Perceived value of getting a free 20-minute call can be huge.

S.
2. Give a certificate for a free critique of something you are teaching

AD
and place a dollar value on it.
In the marketing world it is easy to give a free ad or salesletter
LO
critique certificate with the purchase of your course. You can
give more than one if you’d like. This same critique could be done
N

in martial arts, fitness, diet regimens, dressing for success and

W

so on.
3. Give away special reports, CDs or DVDs that other people created.
O
D

You see this strategy used over and over when people do a drive to
become #1 on Amazon.com. A couple thousand dollars worth of freebies
SO

that other people are donating to YOUR cause are used to entice the
buyer. It works. The benefit to the person donating something is
W

that he is planting a seed that may come back to him.

4. Add one or more free teleseminars with purchase.
If you have a product or service that is somewhat expensive, you
can create even more value by giving free teleseminars that answer
all the buyer’s questions. Once again, place a dollar value on these
free teleseminars.
5. Give free month trial to a membership program.
If you have a membership program, with the purchase of your product
you can give one, two or three free months of service, followed by
automatic billing. This is a great way to get a lot of people on
continuity fast.

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6. Hold a free seminar for all buyers of product.

You see this strategy being used online as well as offline. Most of
the time it’s the author of a self-help book. T. Harv Eker’s Secrets
of the Millionaire Mind comes to mind. As a bonus for buying the
book you and a friend can go to his seminar for free. Throughout
the book you’ll see plug after plug for his live events. Naturally,
this strategy won’t help you much if you don’t have a back-end in
place when the customers come to the free seminar.
7. Limit the number of people you will sell product to or give
premiums to.
Some years back Dan Kennedy sold a book, Big Mouth, Big Money

IN
for $297.00 on his experiences as a professional speaker/platform
salesman. It was a 6x9 spiral bound book; 240 pages. It also came

S.
with a free certificate to get “One Question Answered.” Dan limited

AD
the run to 300 copies. After the first run sold he decided to do
a second run – then put the book to rest for awhile. Because the
LO
printing was limited, Dan was able to get far more than $20.00 or
$30.00 for the book. Such is the value of a limited offer.
N
W
O
D
SO
W

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR April 2008

8. Free invitation for breakfast or lunch.

Recently I saw the offer on page 7 being made by Ali Brown. Tis a
smart move, especially if your customers view you as an icon or star
– or someone who holds the golden keys to success.
9. Give certificates, wallet cards and other signs of “belonging.”
Several years ago when I subscribed to Dean DuVall’s newsletter,
which is no longer in print, I received a certificate entitled,
“International Millionaire’s Club.” I immediately hung it on my wall.
Each year I renewed because I received an all-new certificate. The
first year I subscribed to this newsletter was the first in which I
broke a million bucks in gross sales. So stopping the subscription

IN
would be a mistake as far as I was concerned. Didn’t want my good
luck to end. Such a simple thing, really – but it counts.

S.
 AD
LO
Internet Copywriting
N

How to Quickly Get Copy Up and

W

Start Making Sales

O

When people are first getting started on the Internet, the thought
D

of writing an 8-page salesletter is daunting. And if they have the idea

SO

that they need 16 or 32 pages, just because “everyone” else does it that
way, it’s easy to see what stops them in their tracks.
W

Fact: When I began writing copy in 1995, I did not write 8-page
salesletters; or 16-32 pages. For the most part I concentrated on getting
1,000 riveting words on paper. Not just 1,000 words. 1,000 RIVETING words.

I have taught this to many people over the years and it has
helped them tremendously. Recently my brother Sean gave a few gems of
copywriting advice to a number of people who’ve been frustrated with
the learning curve of writing copy. I think his advice is spot on,
especially for the Internet.

What Sean advised is simple: Go through your product and make a list
of every single benefit you can find. Write each benefit on a 3x5 card.
Then take each 3x5 card and write a “bullet” or “fascination” for it.

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After you’ve written your bullets, all you need is a headline, a

subhead, a lead, some testimonials, a close and an order form – and
you’re done.

This is solid advice and helps break the your job into bite-sized
and easily manageable tasks. Also, because bullets don’t appear to be
hard to write – most people can easily see themselves doing them.

Sean and I then took this same advice a bit further to make Internet
copywriting even easier for the newbie. Before you seasoned vets jump
ship, I also believe this advice is relevant to you as well – and you’ll
soon see what I mean.

IN
All of us know that most people who read copy on the Internet scan
the page very quickly. Damn few salesletters are good enough to make the

S.
reader keep reading straight through. But the one area that CAN make
the reader slow down, even if you have crappy copy – are the bullets.

AD
When a salesletter is sent by mail, we know that a lot of prospects
and customers will read the headline of your salesletter and if they are
LO
even remotely interested, they will immediately flip to the P.S. to find
out what the product is and how much it costs. If the P.S. in the mailed
N

letter is strong enough, the reader will either buy on the spot – or he’ll
W

go back and read the entire salesletter before rendering his verdict.
O

Well, on the Internet, you will find plenty of websites offering

D

products that have little more than bullets for their copy. You’ve
probably been on some of these sites. Chances are excellent you have
SO

also bought something from a site that used nothing but bullets.
W

When I first came out with Combat Conditioning in January of 2000,

all I had on the page was the cover of the book and a bunch of
testimonials. That was it – yet the book took off. Later on I added more
to the page.

So my point is simple: What’s wrong with getting your product up and

ready for purchase with a salesletter that is nothing but bullets or
MOSTLY bullets? I think it can be a HUGE timesaver for a lot of people
– and it may even prove to be more profitable for you than trying to
write a professional salesletter when your skills are barely that of
an amateur. If your prospect comes to your page and cannot get started
reading your salesletter because your copy is lame – he’s out of there
in a heartbeat. So bullets may be your only chance of really taking a
crack at your prospect with copy that is 100% about him.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR April 2008

Consider this idea for a moment. Write an ad that is nothing but

bullets. No story about you and how you discovered your widget. No
story about how the widget came into being. No story about the history
of the widget.

Nothing but bullets laced with benefits galore.

Am I saying this method will out-pull a professional salesletter

replete with story, testimonials, a false close, a real close, an order
form – and so on?

No, I’m not.

But I bet, in the hands of a newbie who is struggling with the

IN
copywriting process, it will out-pull whatever he writes that is 8, 16
or 32 boring pages long.

S.
As for the seasoned veterans of the Internet, you can get to a point

AD
wherein you have more potential products to launch than you have time
to write copy. I’ve been in this situation myself and now believe this
LO
issue can be solved in the following ways:

* Hire an outside copywriter to help you get more done faster – this
N

is the most expensive way to resolve the matter

W

* Write a mini-salesletter – 1,000 riveting words instead of 8, 16 or

O

32 pages
D

* Write 10-30 killer bullets or fascinations and let them serve as

SO

the copy for the product

After you’ve launched your new product with bullet copy, keep track of
W

your rate of conversion. If you’re getting plenty of orders, then look

into doing a longer salesletter and see which pulls better. You may be
very surprised with what you discover with this method.


Ways to Make Bullets Pop
Just so you know, you can highlight bullets in many different ways.
You can use a dot, an asterisk, a check mark, a box, a circle, a letter
or a number. Whichever method you choose, I think it’s important that
the reader’s eye is not stuck to the symbol you use. I’ve seen people
using fancy check marks with pastel colors for their bullets. I find
this so distracting that I cannot begin to read their copy. My eyes

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keep getting pulled back to the left hand margin even though I wanted
to go across the page. Not good.

So here are my suggestions on making your bullets reader friendly:

a. Use numbers whenever possible – this can give the reader a feeling
that there are more benefits available than he’d realize if they
weren’t numbered.
b. Vary the words you select to begin each bullet. Do not make each
bullet “How to ….”
c. Put a space between each bullet. Do not cram them all together.
d. Make every other bullet bold or italics or plain text; vary

IN
the look.

S.
e. Refer to page numbers in your bullets – telling the reader WHERE
he can find the information you’re discussing in your copy.
f. Create curiosity with your bullets. Dangle the carrot.
AD
LO
g. Make bold promises about what can be accomplished and by when.
h. Make sure your bullets paint vivid pictures.
N

i. Pack your bullets with emotional language.

W


O
D
SO

An Example of Short Copy

With Powerful Bullets
W

Let me close this issue with an example of bullet copy that has
pulled very, very well for me. Enjoy – and get busy writing.

Matt Furey
Zen Master of the Internet®

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR April 2008

12 Ways Combat Conditioning Will

Change Your Life!
Follow this program and your body is going to change big time. In
fact, I’ve made a list of 12 of the most powerful benefits that hundreds
of thousands of others all over the world have gotten from the Combat
Conditioning program. Let’s take a look:

1. Cranks up your metabolism so you burn excess body fat a lot, lot
faster. This means fitting into the clothes you WANT to wear.
2. Packs attractive and healthy functional muscle (not grotesque) onto
your entire body

IN
3. Simultaneously doubles your strength and flexibility – and does so
without needing separate workouts for each.

S.
4. Quadruples your endurance inside of 30 days. Never get tired again.
5.
AD
Within a couple weeks, it often eliminates chronic back and shoulder
pain from years of heavy squats, deadlifts and bench pressing – or
LO
other forms of abuse.
N

6. Sleep like a log. Eight hours of deep sleep is no longer a goal. It’s
automatic. As soon as you hit the rack you’re out like a light.
W

7. Your self-confidence will have no bounds. Especially when you get

O

compliments from people who hardly paid attention to you before.

D

8. You can train anywhere. You don’t need more than a few square feet
SO

of carpet or pavement and you’re all set. You don’t need equipment.
Just your own bodyweight.
W

9. You get a kick-butt workout done in 15 minutes or less.

10. You’ll turn back the clock. Friends may tell you that you look 5-10
years younger.
11. You’ll have an explosive type of strength that weights cannot give
you. Your every movement will be lively and full of vigor.
12. Your muscles will be pliable and powerful, like a tiger’s.

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Matt Furey’s… July 2008

Internet
Marketing
Money-Generator
T h e Ne w s l e t t e r f o r O n l i n e E n t r e p r e n e u r s

When to Have a Sale

IN
(and How)

S.
AD
One of the things I stumbled upon with my websites, seemingly more by
accident than by design, is having strategically planned sales. I had my first
one more than five years ago, and I’ve never looked back.
LO
Being I’ve been online since 1996, you might wonder what took me so long to
start having sales. Well, the answer has to do with some wrong information I
read in a marketing book back in the year 2000. The author said that it was
N

not a good idea to have sales because when you held one, in effect, you were
W

telling the customer that your regular price is too high or not worth it.
This was the author’s logical, linear way of observing the sales process.
O

Yet, selling is not a logical process (although observation of how well it did
D

most certainly is). It’s an emotional process. So this advice was dead wrong.
When you have a sale the customer either gets excited to buy – or he doesn’t.
SO

He doesn’t sit around thinking,

“Ah, he’s having a sale. See, I
knew it. His stuff is over-priced.
W

It’s not worth it. That’s why he’s

doing this.”
Okay, there may be some
customers who think this way –
but I assure you they are greatly
outnumbered by those who simply
go nuts when you have some sort
of sale – especially one built
around a theme.
More importantly, damn few of
the customers who bought from you
at full market value will ever
complain that you had a sale. Matt riding an elephant during his trip to
Damn few will say they want some Thailand.

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sort of discount because they ordered yesterday (if they do give it to them).
AND here’s the clincher: Based on what I have observed, many of those who
bought when the products were NOT on sale will continue to buy your products
ONLY when they are listed at full price. That’s right. You read that correctly.
Many customers will NOT buy when you have a sale. They could care less. They
want the product when they want it and this alone is worth it to them.
This is how I felt about the i-phone when it came out. I wanted it NOW –
and regardless of the fact that a month later the price was lowered by 200
smackers – I didn’t care. Not only that, as soon as I return from China I’m
buying the latest version – even if all I need to do is download new software
onto my existing model. On top of that, if the price gets lowered the very
next day, I DON’T CARE.
I can’t say I’m this way with everything I purchase. Homes, cars, computers
and such are different. But anything less than a grand – no biggee. Keep all

IN
of the above in mind if you are ever prone to fear or worry about customers
being pissed because you had a sale. Mark my words: You’ll count on a few

S.
fingers the number of complaints you hear.

AD
Sales are good!
Now, since getting smart enough to test against the advice in the marketing
LO
book I read eight years ago, I can now unequivocally tell you that having a
sale is a very good idea – provided you do it the right way. And yes, there is
a wrong way to have a sale – as well as a wrong time to have one.
N

For example, four years ago I remember one of my students sending out an
W

email to announce a special sale on his fitness equipment. Nothing wrong with
that, except the fact that he’d only been in business for one month. I don’t
O

fault him for wanting to speed up his results – especially when I realized
D

he was trying his best to imitate what I was doing. He saw me raking in the
dough with a sale, so he figured on doing likewise. Thing is I would never
SO

consider having a sale unless I’ve been in business at least a year. Bare
minimum six months. After one month? Not a chance.
W

This was a green horn mistake, no doubt – but I’m telling you – I see
people who’ve been online for years, and they’re making similar mistakes. I’ve
watched a great many marketers send out emails announcing their latest sale
– and although they often get a lot of the elements right, there are far too
many mistakes being made. And so, in this issue I hope to shed some light on
what you can do to make even more money from a strategic sale. I’m going to
cover several of the key things to do when holding a sale – as well as talk
about the mistakes I’ve seen others making – and if need be, I’ll continue
with this theme in the next installment of this newsletter.

Disclaimer:
The authors, publishers, contributors, and others involved in the creation, production, or marketing of this newsletter are not responsible in any
manner whatsoever for any loss resulting from the use or practice of the information presented herein. The content of this newsletter is for
informational purposes only and is offered to assist people in their individual education and research. Inidividual results will vary in the quest to
increase personal wealth. No promise or guarantee of results is implied or suggested.

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Before I give a few of the keys, let me explain why I do my sales on the
Internet as opposed to via direct mail. There are two very good reasons:
1. Speed – You can announce a sale online and start raking in a fortune
almost immediately – especially if you have a sizeable list. You can also
cancel it almost as fast as it began. This allows you to use the Law of
Scarcity to the full. You’re either almost out of time – or almost out of
product, or both.
Conversely, if I send a direct mail piece announcing a sale, I will NOT get
the same type of response, either in terms of speed, or in terms of sales.
I have previously announced a few sales, Thanksgiving, Christmas, etc. – via
direct mail – and they do very, very poorly when compared to a sale only
announced online.
This may be attributable to the fact that I acquire most of my customers

IN
online – and because that is the way the relationship began, it is probably
the way the customer prefers to be contacted.

S.
The way I see it, it’s sort of like buying a direct mail list of people who
purchased a product from an infomercial. It may be a painful and expensive

AD
assumption to discover that infomercial buyers prefer to make buying decisions
while watching tee-vee – not from the reading of a long-form salesletter or
short and sweet postcard sent via the mail.
LO
2. Money – Sending out direct mail pieces, postcards, CDs and DVDs to promote
and sell a product – is generally thought of as good marketing – and it
N

IS. Yet, when it comes to announcing a sale, I’ve found it an expensive

W

waste of time and money. Last Thanksgiving, for example, I sent out an
oversized postcard announcing a 33% off sale. It bombed horribly. Lesson
O

learned. I was doing it the right way before – and although it was okay
to experiment with something different – the experiment is not worth
D

repeating a second time – in any format whatsoever.

SO

Okay, enough about why I prefer to conduct a sale online. Now let’s get down
to the nitty gritty of what makes a sale work online.
W

Six Keys to Having a Money-Drenching

Online Sale
1. Time Scarcity – When you do a sale on the Internet, the longer the window
of time you give people to make a decision, the worse your results.
Think about this for a moment. The majority of people procrastinate on
everything in their lives, including buying your product or service. And
so, if you tell the prospect that he has 4, 5, 7 or 10 days to buy – you
will cause him to delay making a “yes” decision TODAY. You are far better
off giving the prospect a short period of time in which to make up his
mind. One day is good. Two days is also good. But I would NOT tell my
list that the price is good for any length of time beyond that. Yes, you
can extend the time frame after the first or second day – but you’ll have
plenty of time to drive across that bridge when you come to it.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR July 2008

Another reason you do not tell your list they have more than a day or two
to buy is because you want to be able to give a plausible reason as to why
the sale was extended for yet another day.
2. Email copy is short – When you send an email to announce a sale, you want
to drive people to the sales page as quickly as you can. Most of my emails
are 500 words long. But my email copy for a sale is often much shorter.
3. Sentences and paragraphs are short. When doing a sale, make all your words
hard-hitting and hypnotic. Use colloquial as well as colorful language
that shows how YOU are having a good time – and how you’d like the person
reading the email to have a great time, too. Take a look at the email
copy shown below and I think you’ll see what I mean. I sent this email
to announce the Double-Happiness Birthday Sale conducted on May 5, 2005,
and it brought in $240,000.00 in online sales – not including orders that
were called or FAX’d in. The sale began before noon on May 5 and ended

IN
at midnight on May 6. It was NOT extended beyond the deadline that was
initially given.

S.
Double Happiness Birthday Sale
%$firstname$%,
Oh my. This is HUGE. This is MEGA. AD
LO
Being that today, May the 5th, the 5th of May, el cinco de Mayo ..
is not only my daughter Faith’s first birthday, but my 39th (for the
N

fourth year in a row), we’ve decided to hold an…

W

O5-05-05 Double Happiness Birthday Sale

So drop everything you’re doing and get thee buns over to the
O

following page right NOW and see what ole Fure-cat has cooked up for
D

you.
SO

http://mattfurey.com/05_05_05_sale.html
Not only that, but after you’ve clicked the link, you’ll find my
baby’s before and after pics on display
W

And let me fess up.

From Day One to Day 365 – baby Faith has had me wrapped around her
big toe.
Want to know why, then get y’alls boootocks on over to http://
mattfurey.com/05_05_05_sale.html and see why
I love her so much.
Best,
Matt Furey
P.S. Failure to at least click on this link may cause you to have
a day that is akin to double-hell. Now you wouldn’t want that to
happen, would you. Live it up mang. Let’s enjoy Double-Happiness
together. Yeeehaaaaa.

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4. Give People a Way to Vent – Whenever you have a MAJOR event, there are
three times to have a sale. When the event is beginning. During the
event. Right after the event. The Olympics coming up on August 8, 2008
at 8:08:08 PM will represent numerous occasions for a sale. First, like
the Double-Happiness Birthday Sale shown above, you have a special date
in time – triple 8’s. Second you have the opening ceremonies for the
Olympics. During the event you could celebrate the winning of a gold medal
by an American – or by a group of Americans (just think of the emotional
outpouring after the American team won the gold in hockey in 1980,
defeating the highly favored Soviet team). Well, that sort of “underdog
wins” theme can be used sometime in the games, I think. And when the
whole thing is over – you can have a Post-Olympics Relief Sale.
On November 3, 2004, after Bush II won the election, I had a sale – (see
the email copy below). It was another huge winner – in terms of dollars. As

IN
you read the copy note how I never said I was celebrating the victory of Bush
II. I only talked about having a celebration for the nightmare being over. A

S.
similar sort of event might be in the cards for November of 2008. It’s not too
early to be making a plan for it, ya think?

Friend,
Post Election Presidential Sale
AD
LO
Can’t think of a better way to celebrate the election being over
than having a blow-out sale. Many items are on sale that have never
N

been there before. So don’t think you’ve seen it all already.

W

This sale is unprecedented. There will not be another one for a

long time – so dig in folks and have fun. It ends at 12 midnight
O

(tonite). No exceptions.
D

Go to http://www.mattfurey.com/post_election_day_sale.html right now

and have fun.
SO

Best,
Matt Furey
W

P.S. Again, this puppy ends tonight at 12. No exceptions. Go to

http://www.mattfurey.com/post_election_day_sale.html and get in while
the getting is good.
5. Personal Special Events – Other great times to have a sale, besides
your birthday or your child’s birth, are wedding anniversaries, college
graduation anniversaries, divorce anniversaries, the age of a deceased
hero if he/she were alive today and so on. The sky is not the limit on
possibilities. I’ve even contemplated having sales to commemorate winning
an NCAA II wrestling title (1985) and world shuaijiao kung fu title
(1997). Another good one you can do is an X years in business sale. This
year marked 21 years for me. See the email below on the 10-Year Wedding
Anniversary Sale I had in 2003. Pay particular attention at how I use time
scarcity. I give a deadline – but I also tell the reader that I may pull
the sale BEFORE the deadline. This has worked exceptionally well for me as
my readers already know I’m unpredictable.

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MATTHEW FUREY’S… INTERNET MARKETING MONEY-GENERATOR July 2008

Matt Furey’s 10th Wedding Anniversary Sale

Dear %$firstname$%,
Yesterday my wife, Zhannie, and I celebrated our 10th wedding
anniversary.
Over dinner last night we thought about how much we have to be
thankful for.
And we’re extending our thanks to YOU with a wedding anniversary
sale.
Click the following link
http://mattfurey.com/anniversary_sale.html
and begin your journey.
I plan to end this puppy at 9 PM EST on Tuesday – but knowing me,

IN
if this gets “out of control” – I may decide to end it sooner.
So if I were you I would jump on this pronto, as in immediatemente.

S.
Make haste quickly.

AD
All the best,
Matt Furey
LO
P.S. Here the link again. Go to http://mattfurey.com/anniversary_sale.
html
6. End of year, month, etc. – On June 30 of this year, I had a half-off, half-
N

of-the-year already over sale. This one was a bit different than what I
W

normally do, but I thought it worth testing. The “I Talked to Buddha” copy
is a spin off the famous headline “I Talked to God” ad used by the late
O

Dr. Frank B. Robinson – when he was selling “Psychiana” – back in the

early 1900’s – long before email and the Internet. It did pretty well, but
D

when I used a headline the following day in which I let the reader know a
SO

sale was taking place – sales doubled. This leads me to believe that the
headline I used on Day One will work better for a magazine or newspaper –
but when you’re having a sale – you’ve got to let the reader know you’re
W

having a sale. I figured the “I Talked to Buddha” would be enough of a

hook to get curiosity – but I think I figured wrong. At any rate, here’s
the first email – followed the Day Two email.

I Talked to Buddha
Friend,
Naturally, you may think I’m nuts when you read today’s headline.
Then again, maybe I’m not.
Further investigation may reveal the true answer.
I encourage you to check things out for yourself by going to http://
mattfurey.com/giant_buddha_says.html
A surprising near-death photo may surprise you.
And by the way, there is a huge pay-off to you for visiting this

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page – so don’t think this is a lark. Take your hands out of park
and go see.
Go to http://mattfurey.com/giant_buddha_says.html and see what I
mean.
Best,
Matt Furey
P.S. What – you still haven’t clicked yet. I’m shocked. Go to http://
mattfurey.com/giant_buddha_says.html NOW and get involved.

Half-Off Ends Today

%$firstname$%,

IN
Today is the last day for my half-off special.
I encourage you to check it out NOW by going to http://mattfurey.com/

S.
giant_buddha_says.html

AD
Best,
Matt Furey
LO
P.S. BTW, almost everything on my sites is half-off. Jump in now
while there is still time.
N

The Frank B. Robinson Ad

W

I think that’s enough for this issue on the subject of email copy for
O

a sale. But before I go, let me leave you with the Frank B. Robinson ad I
mentioned. I think you’ll be amazed at how smooth, clear and compelling this
D

ad was. In fact, ain’t many ads today that can come close to matching this
man’s style.
SO
W

Matt Furey
Zen Master of the Internet®
Emperor of Email™
P.S. One more thing: If you have a good “title” for yourself, buy the
domain and use it. I recently bought www.emperorofemail.com to promote my
email copywriting courses. Be sure to go check out the page, the copy and the
pictures of me doing the Emperor thing in Thailand.

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IN
S.
AD
LO
N
W
O
D
SO
W

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