[INSERT HILARIOUS HEADLINE HERE]

Oh, and don't forget -- insert a compelling subtitle here too...

Maybe write something about what a persuasion scientist is...

Or you can write about who "Jimmy Parent" is...

Then you could mention your current clients like Oren Klaff (the guy who wrote Pitch Anything)...

Or the work you've done with Kevin Rogers (the founder of CopyChief)...

Or how you work directly with the professors at Loyola University to teach their graduate students the new science of modern persuasion...

Then after that, maybe you could mention your past clients, like Agora Financial, or the hundreds of entrepreneurs, business owners, startup founders, marketers, copywriters, and salesmen you've worked with over the years...

WAIT. No, don't do that...


Because that's way too long to be a subtitle...

So instead, just keep it short.

I guess you could write something about how you discovered the secrets to persuasion by working for the best in the world, working in high-stakes situations, in the most competitive markets on the planet...

Then you could share how you discovered why the secret to the big idea is found in a 60 year old textbook about epistemology...

Or why the secret to persuading adults is found in the science of persuading children...

And how you give away nearly 100% of your best material to your email subscribers (then show them a list of wild testimonials from people who never give testimonials).

But then again, that's still too long.

So instead of all that...

You could probably just invite them to subscribe to your email list.

But you want to be super transparent with them...

So tell them that this isn't your day job.

Because every single day, you're working with millionaires, Fortune 500 corporations, BioMedical Device companies, and other enterprise level organizations to help them become more persuasive.

So for you, writing about persuasion is something you like to do for fun...

But tell them that occasionally, you'll offer them an opportunity to buy your simple solutions to complicated, difficult to solve problems...

And for the right people, they might be able to hire you directly (but you're super expensive, so maybe don't mention that part)...

Then remind them that your email list is about helping your friends and clients...

...and it's NOT about adding them to a list of customers.

But to punch it up, and tickle their berries, make some bold claim about how they'll get a dozen breakthroughs in their first month on your email list (and don't forget to prove it with your list of testimonials)...

But even though that SOUNDS pretty simple...

I'm still not sure how you'll persuade them to hand over their email though...

Because they're probably like you, and they subscribe (then unsubscribe) from hundreds of different email lists...

So maybe you can tell them about the #1 mistake you see in persuasion?

Then tell them about step ZERO (the most important step that ALL persuaders forget about)...

And how it creates buyers who ask YOU for the sale (instead of you chasing them with bonuses, countdown timers, and fake scarcity).

But don't make them subscribe first...

We all hate "lead magnets" and "tripwires" like that...

So instead, just TELL them about the #1 mistake you see in persuasion...

Tell them the bizarre story about how you discovered it...

And finally, tell them how they could solve this difficult problem for themselves.

And if it seems like they like what you have to say, you can invite them to subscribe...

But FIRST, ask them if they recognize any of the people on your list of testimonials...


"SO, UHH... DO YOU RECOGNIZE ANY OF THESE PEOPLE ON MY LIST OF TESTIMONIALS?"

  1. "Bloody brilliant, Jimmy" - Trevor ToeCracker Crook, Genius International Marketer, Probably in London somewhere
  2. "Jimmy, I've had this tab open in my browser for weeks as a 'watch this later' open loops... Finally got around to it and HOLY CRAP! TALK ABOUT A GAME CHANGER! Thank you so much for sharing this!" - Rachel Mazza, Direct Response Advertorial Expert, RachelMazza.com
  3. "Excellent email, Jimmy. Love the way the email itself exemplified the principle." - David L. Deutsch, Direct Response Legend
  4. "Dude, you are so generous with these!! Thank you!" - Lorrie Morgan, another Direct Response Legend
  5. "Hella value from your emails. Better than tons of stuff I’ve paid for before and super relevant to projects I’m expanding into right now. Talk about great timing! The psychology talk is what’s massive for me in the marketing. Thanks for doing all you do!" - Patty Woods, DR Expert
  6. "Jimmy, this is GOLD. I've been flailing about, and you just increased my productivity by a factor of one million. This is what I've been looking for. Thank you!" - Greg Maxwell, Copywriter
  7. "The way you took the '5 levels' and made it into your email cliffhanger series is pure genius. My conversions are going to EXPLODE with this." - Artie Wu
  8. "Holy Cow! Just watched all 5 of your videos of you recording your bullet writing process BEFORE you won that competition. Huge take away was the amount of research you did even in a market segment you KNOW. Maybe that was what really put you over the top. I just watched another training last week and was struggling a bit really applying the "Which Means" and "Which Really Means" aspects of the training. But watching how you put the "Fascination" together with the "Pain" made it crystal clear. Thanks Jimmy!" - Vaughan Moore, Direct Response Expert
  9. "This is John Carlton 2.0 stuff right here, Jimmy. Better than any book in my personal library!" - David Maswary, International Direct Response Copywriter
  10. "This is insane. You should be charging for this. BTW I used your framework to create a BIG IDEA for [client]'s new project... she LOVES it, and is excited to test right now. You're amazing." - Troy Assoignon, Positioning Expert for International Venture Capitalists.
  11. "Okay you just created new pathways in my brain!" - Vasilis Apostolou, Agora Financial UK Copywriter
  12. "Jimmy, Mind Blown!!! This is genius. I'm going to be using this on a sales page right now." - James G., CEO of Major Supplement Company in London, UK
  13. "Hey man! This is incredible...You keep producing stuff like this that blows my mind away. This is freakin' cool and I want to implement it while writing my next headline lead for a front end promo. You're creepy-awesome dude!" - Abi S., Pro Direct Response Copywriter for Agora
  14. "Jimmy, this is GOLD. I've got a WHOLE product around online prospect research... and I had no idea about this [secret] you just taught. Also, adding specific emotions to your technique to get some 'truth is stranger than fiction' snippets is a master stroke of genius. You are a LEGEND." - Jeremy B., Direct Response Expert, Australia
  15. "It's like you read my mind. I didn't realize that ALL the problems I was having in marketing, was because I was making - as you say - the #1 mistake in persuasion. So I did exactly what you said, and my sales page already got a 116% bump, and my email open rates are climbing above 40%!" - Scott S, Professional Copywriter

Which reminds me...

HERE'S THE #1 MISTAKE I SEE NEW COPYWRITERS, BUSINESS OWNERS, AND ENTREPRENEURS MAKE IN PERSUASION

Because if you're like most persuaders...

Then you already know that if you want sell a product or service, there's TWO steps you need to follow...

1. Find out what the buyer wants (needs, and desires)...

2. Then show them how they can get it (through your solution).

And that's true, but there's a step that happens BEFORE step 1...

Because without it, you get objections, pushback, and friction.

But if you knew about step ZERO -- and how to implement it...

Then you wouldn't have to do steps 1 and 2 at all.

In fact, the buyer would WANT to buy from you, without you even asking for the sale.

This creates a unique NEW situation, that most persuaders have never experienced before:

Buyers who don't push back... 

Buyers who don't have objections...

Buyers who BEHAVE, and become dream clients who look up to you, and treat you like the expert you are...

Because this is what happens when buyers ask YOU for the sale.

But the way I discovered this was so obvious, I'm embarrassed to say I didn't realize it before...

It was sitting right in front of the me the whole time.

Let me explain...

A couple years ago, I got a phone call from the Executive Publisher of Agora Financial, Joe Schriefer.

"Hey Jimmy, we need to fly you out here. I want to meet you in person..."

A couple weeks later, I was meeting with my Real Estate agent -- we're putting the house on the market, and moving to Baltimore to start work with Agora...

(which meant moving me, my wife, and our 4 kids all the way from Arizona)

Now at the first meeting with my real estate agent, she gave me some GREAT news...

She said, "Congrats on moving! Here's about how much we can sell your house for..."

"AWESOME" I thought -- this'll be easy...

But then she dropped this bombshell on me...

"Yeah, but if you want to get another $20-30k out of your house, then here's a list of things you might want to fix before we put your house on the market..."

I was expecting a legal pad size of honey-do's I needed to fix, which would probably require a dozen contractors, and 0 thousand bucks worth of labor...

Which might not be worth the time or money...

But instead, she handed me a short list of about 3 items...

Paint the trim on the house, to freshen up the exterior...

Landscape the front and back yards...

And fix the cracks in the stucco on the outside.

That same day, I dragged myself down to Home Depot, then walked out with a shopping cart full of DIY construction materials and a few gallons of paint.

After all, it was a no-brainer for me...

Spend about $500, and a couple days working outside, to make another $20-30k?

SOLD.

But it's what happened at the Home Depot that was so obvious, I completely missed it...

In fact, for TWO years I missed it...

I walked in the store, bolted straight to the paint section like a man on a mission...

Then looked for the oldest guy in the room.

After I found him (I remember his name was "Walt" because of course his name was Walt), I told him my dilemma...

He asked a few more questions about my specific situation (how old is the house, who built the house, etc)...

Then he calmly waltzed down the aisle, like he's done this a thousand times already...

He grabbed a few items off the shelf, set them in my cart, and said "this is what you need."

A few minutes later, I left the store with everything he put in my cart.

At first, I thought the persuasion lesson here was something about "asking questions," or "show confidence in selling," or maybe even something about "credibility"....

But that wasn't it at all...

Instead, the TRUE lesson here was something so simple...

So "invisible"....

That it took me YEARS before I discovered it...

In fact, all the persuasion happened BEFORE I met Walt...

And it happened BEFORE I ever drove down to the nearest Home Depot, almost an hour away...

Because this was Step ZERO in the whole persuasion process.

Since I discovered this, I've already helped a few dozen persuaders like you to transform the way they sell...

So that people WANT what you're selling, before you even OFFER it to them...

But anyways, I'll have to share that with you in the next email. 

Talk soon...