When I was a young naive feller coming up in Internet
marketing, I was given advice that made me unhappy. Over
the years, i’ve managed to let go of it a bit at a time,
and in the process discovered that advice to be wrong.
It made me less effective as a marketer…
It made me feel inauthentic and less true to myself…
On the other hand, the more i went against the advice, the
happier i was, the more i love what i do, and the better my
Unfortunately, it wasn’t easy to let go of all the advice
until my long hiatus from emailing you. It was only during
this time, when i severed my ties with most of my peers
that i truly found my voice.
So in today’s lesson, i’d like to share with you some
of the advice, which i’m sure you too have heard in your
online business journey…and how doing the opposite
changed my perspective…and perhaps, just maybe, you feel
inspired to try doing things your own way too.
Who knows? Maybe you’ll feel happier.
1. MAINTAIN YOUR POSITIONING
Well, early on, it was all about being the “guru”. You
gotta sit on the mountain top, put out bits of wisdom,
being all perfect and worship-worthy. If you didn’t have
the results to back it up, the advice was: fake it until
you make it!
I remember one of my earliest mentors saying to me a little
speech along these lines:
“See my porsche? No one rides it but me. The minute you
let them inside, the fantasy goes away and it becomes real.
Same as my waterfront apartment I never let anyone in. If
someone comes to pick up something, i’ll meet them
downstairs. You gotta maintain your positioning at all
Positioning is how you ensure people respect what you have
You had to remain untouchable, unreachable, inaccessible.
People shouldn’t have your number, you shouldn’t waste
time responding to personal emails, and so on.
This stuff is great advice for creating a facade of being
important, when you’re not.
But i always felt it was really unnatural, fake, and
dickheaded. Especially that it was my business to teach
people who wanted to learn and help businesses that needed
How does it make sense then, to push them down and so
intently put yourself above them?
It just did not suit my personality. I come from a family
of highly competent, highly educated, and yet humble
people. My father, a university professor, a world-renowned
multidisciplinary philosopher…when introducing himself
will do so with no more than his first name, and even that,
he abbreviates. This is in a culture where people use their
ENTIRE title. Where, even if you have no formal title, you
will take pride in your family name or tribe, or in the
name of your first born son which itself is a title (ie,
We sit on the floor to eat.
What money we earn is not spent on fancy showoff things,
but rather invested into charitable projects and helping
others out. My family have a scholarship fund for the less
able, every member contributes from their yearly zakat to
it. We have so many “Doctors” in the family that it was
once mistaken for our surname!
So how much sense does it make then for me to keep my
students at arm’s length?
I felt uncomfortable and inauthentic as i did it.
When i began using Google Ads, in my earliest days, i
disclosed my phone number in the footer of my emails. And
encouraged all my subscribers to call me for guided help. I
was advised against it, but i didn’t listen. People would
call and talk for hours getting my help for free. My
earliest success in affiliate marketing was a direct result
of doing this.
Later, as i got busier, i looked for ways to leverage my
time. I personally manned my email address. Until this day,
i reply to emails i receive from subscribers.
What i found as i did this, when all my peers were showing
off about how they distance themselves from their
customers…what i found, is it pays off. I have my finger
on the pulse of my customers. I know what it is they need
and it gives me ideas of what kind of products to create.
It informs me as to what they are struggling with. Where my
products are coming up short. And i constantly improve on
my offerings as a result.
I found that replying to people’s emails brought in extra
But it also told me what objections and questions
subscribers had which they were not all voicing. When
someone asked a question and i took the time to write an
email response, they would buy. It wasn’t a matter of
just a single sale which i “wasted” 30 minutes of
one-on-one time to get…
Rather, i could take that very question and that very
response, and repurpose it by sending it to my entire
mailing list. All of a sudden, that same question that ONE
person voiced…which was on the minds of hundreds of
subscribers…now they had their answer, they too would
My intern program was born as a result of this idea too. I
decided rather than sell another coaching product, as many
of my peers did for 20-50k to listen to their golden
bullshit once a month… i’d just offer people the
opportunity to work alongside me with unrestricted access
to me. I would make it free and only ask they help me do my
work in exchange.
I built an entire line of services around this and made a
lot of money in the process while giving my interns the
exact sort of help they needed.
So yeah, i don’t do positioning. I’m a regular dude and
I’m working it out as i go, just like you. I might be a
step or two ahead of you…or behind you. Either way, i’m
grateful you’re here, listening to me.
2. AVOID CONTROVERSY / POLITICS
Another early mentor advised one to avoid politics because
it is controversial and controversy is not good for sales.
He argued that alienating your customer was not a good way
to make your customer like you. People who do not like you
will not buy from you.
I am not generally a political person. But i can be quite
controversial as i learned a few years ago.
Here’s how it started…
When i was an affiliate for Magnetic Sponsoring, what most
people did not know is that i was not a regular affiliate.
I was actually HIRED to do their Google Ads and i was
pitted against a professional traffic agency.
I was still pretty new and raw to the whole thing…so when
they asked me how i’d like to be compensated, i did not
have the confidence to ask for a recurring fee. Instead, i
said i’d be prepared to do a revenue sharing deal. My
thinking, at the time, was if i don’t do so well, they
won’t be overly disappointed. Basically, if i generate
few sales, they won’t lose much.
The deal, however, turned out to be a generous one. For the
sake of simplicity, i was offered the same percentage as
affiliates, and sales would be tracked through the
affiliate system. Only difference is, they would be paying
the entire ad bill. My commission was all profit.
So i agreed wholeheartedly and jumped right in and did
really well. Within a month or so, the professional ad
agency was fired and i became the top affiliate in their
Here’s the thing though…
They ASSUMED i was collecting the leads myself first and
that i was building my own list. I don’t know until this
day why they would assume that and even be ok with it. I
did no such thing! I figured that since they were paying
the ad bill, the leads belonged to them exclusively and it
was not my right to collect even one for myself.
All the industry leaders, however, including Magnetic
Sponsoring, thought i had this huge mailing list that i
could mail offers to.
The reality is i had a small personal blog list, built with
my own money and effort…and i had stupidly put my own
business on hold while managing their campaign.
Everyone and their mum was asking me to mail for them. They
were all releasing products and i was not. Each time i was
expected to mail as a courtesy because at some point down
the line, i was probably going to need all of these people
to mail for me when i wanted to release a product of my
One day, i was asked to promote a product that i honestly
found naseauting. but i was trying to genuinely promote it.
I emailed about it using a technique that i still use until
this day, called a “link centric email”.
What this is, is an email that basically looks like a
personal message, written in a rush. Its only objective is
to get as many people to click the link as possible, so
they can read the sales pitch on the other side. I always
use it as the first email when launching a new product and
i want as many people as possible to see the sales letter
at least once.
In this case, the style of email was a good way to avoid
saying something inauthentic about a product i didn’t
believe in…without endorsing the product…but still
sending as many people as possible to read the pitch. If
the product’s pitch was good enough to stand on its own
without my endorsement, it should have succeeded in
converting the people who clicked.
Now the thing that made this technique effective, was to
point out a curiosity on the other side of the click as an
afterthought in the email copy.
“Oh, don’t mind the bird that keeps trying to eat off
my ear in the video…”
“Btw, some people told me the form isn’t working for
them, so just let me know if that’s you”…
Something like that.
I pointed out the dude in the video looked a bit goofy, as
part of the technique.
Next thing i know, i get a reply from the said mentor
scolding me for how i emailed my list. Which, btw, wasn’t
his fucking business nor his place to say. It’s my list
and i can email it how i want.
But i didnt say this. Instead, being still quite a small
fish, i felt bad that i offended him and apologised and
sent out a second email to my list retracting my comment!
This was one of MANY things bothering me of course.
I found myself constantly compromising in my own values,
doing things i didn’t care for, or agree with, that did
not serve my interests nor my subscribers’ interests…
And one day, when the frustrations reached an intolerable
I said dude, screw this. I don’t actually NEED any of
these guys. All of them sold traffic products, but not one
of them ACTUALLY knew a thing about how to generate
traffic. Because the only strategy they ALL used was (1) to
have affiliates and (2) to use joint venture partnerships
to promote each other’s shit.
On the other hand, i actually knew how to generate traffic
by the bucket load. I did not need them and did not NEED to
keep compromising so that one day i can maybe ask some of
these guys to return the favour and promote for me.
So i turned my back on the industry leaders in a very
And i began marketing in a way most would have considered
at the time to be “unprofessional”. Because it was raw
and real. It was unapologetic and i didn’t give two shits
who would get offended. I cussed. I was offensive. I mocked
and laughed and just had a good time with it.
What was weird is, this was working really well!
I found that by polarising the audience, people either
loved me or hated me. No one was feeling “meh” about
me. And this was EXCELLENT for sales.
Gooroos couldn’t understand what i was doing or why. They
thought i’d lost my marbles. They began warning people
off me and my team. Saying we were toxic and that we should
be avoided and not modeled.
Breaking away from them was the best thing i ever did. Fuck
I was finally free to be myself and to run my business the
way i liked. In the process, i wrote sales letters that …
i swear to God, once i showed one of my early mentors and
he LAUGHED! He thought it was weak…and yet, it was
accurate, authentic, and most importantly it was WORKING.
One of the landing pages i ran on Google Ads used a
left-aligned page content instead of center aligned. I
remember people asking dicks like Daegan, Marshall, and
Livingston about my site and how it was able to run on
Google Ads when everyone else was getting kicked off..
And they said, oh he just got lucky, they’ll get him
They’re off. I’m still standing cocks.
It was fun to break all these conventions of the “proper
way” to write an email or do a promo…or to write a
sales letter or a landing page. It was profitable like
crazy. And i attribute it all to being controversial.
3. DON’T GET ANALYTICAL
I was given this advice very early on by a respected
colleague. He told me, “Dude you’re too technical.
People are dumb. Just keep it simple.”
This is great advice, if you want to market to a mass
It’s also great advice if you’re a gooroo who likes to
sell to the lowest common denominator. Stupid people make
easy marks. So you can trick them into buying things that
are no good.
The thing is, for most of my career i fought against my
technical / analytical nature. I saw it as a curse.
I’d write things and then go back and try to simplify
them and bring them down to layman level. It wasn’t
comfortable and it was unnatural for me to do it. And i
think because this advice was a criticism, i saw it as a
personal flaw i had to mend.
Thing is, detail can be quite important. Skipping it for
the sake of “simplifying” can even be dishonest.
Only recently have i managed to break away completely from
My emails DO get technical and analytical. Fucked if i care
anymore. Honestly, if “smart stuff” bothers you and
“numbers hurt your head”, you REALLY shouldn’t be
buying anything from me.
If you don’t like to read or listen, also, probably not a
good idea to buy from me. I’m long winded as fuck. But
what i’m saying is useful and it’s stuff i think about
before doing things. Thoughts are what dictate actions. So
if my thoughts aren’t of value, then you cannot value the
I began to discover this analytical stuff was beneficial
early on, of course. If you recall, when i was 14, i told
you i was a consultant for a company in Malaysia and one of
the tricks i used was to deliberately use technical jargon
to demonstrate i knew what i was doing.
Later in life, when selling traffic services, i found it
advantageous to show the complexity of what my team and i
do. This makes sense–it demonstrates the value of hiring
us instead of doing it themselves. Being analytical worked
there and made a lot of money.
When i transitioned back to selling info products, i
discovered there was actual INTEREST in my subscribers to
learn technical things. Since i am technical, much more
technical than any of my competitors in this space, it’s
my unique advantage which they can’t touch if they lived
But i am also good at making technical stuff simple,
without making it unnecessary. And i made a lot of money
selling products that taught technical skills to internet
Today, i’m taking it to a whole other level.
Because now i’m deliberately trying to filter out people
who are not particularly intelligent nor hard working. I
want to build an audience of smart people who can
comprehend complex things. I want to surround myself with
people of SUBSTANCE.
They’re easier for me to root for their success.
They’re better for me to deal with. They make good
customers, partners, and colleagues. They challenge me and
i challenge them.
To succeed in running a business of any kind, requires
skills, smarts, and hard work. There’s no room for lazy
people. There’s no room for greedy shortcut takers,
unless i’m training scam artists. And i’m not.
More importantly though, there is HUGE value in deep
analytical philosophical discussion. It allows us to
consider WHY we do things and to challenge our norms. If
you’re innovating or hope to innovate, you need to be
running on a different playing field all together. Your
thoughts aren’t simple. Your goals aren’t as simple as
“oh, *DUHH** i want to make 100k a week”…
…but more along the lines of…
“how can i spend 100k a week on advertising?”
(Btw, i learned from a guy who was spending 100k/day on PPC
and he was the most impressive man i ever met!)
And finally, i want to bury the big revolutionary ideas in
camouflage that only the deserving will reach.
That’s all i have for today.
If you’re interested in learning more about my crazy
online business and traffic ideas, check out the Super
Traffic Machine. It’s technical, it’s analytical,
it’s practical. If you’re prepared to put in the time
and the work, it will pay off.
Read more about it here…
If you’re bothered by the idea of it taking 8 months to
get to the end of the training, it’s probably not for
you. It takes time to build something good that works. You
want a shortcut, you won’t find it here. You want a real
business, get the program i’ll see you inside.
P.S. If you have missed previous messages in the series,
check out the following:
– [ Part 1: The “Yaghi Way” of Traffic Generation ]
– [ Part 2: Sending Traffic Straight to the Sales Page of a
D!CK PILL ]
– [ Part 3: Sell More With Amazing *Hybrid* Pages ]
– [ Part 4: Why “Funnel Templates” Cause Refunds &
Support Nightmares ]
– [ Part 5: Making Google Apologise to You ]
– [ Part 6: User-Friendly Buying Pages ]
– [ Part 7: Watching Visitors ]
– [ Part 8: Fast, High Traffic, Unconventional Website
– [ Part 9: Why I Don’t Do Email Marketing Like That ]
– [ Part 10: Your Professional Email Addy ]
– [ Part 11: Build Your Own Clickfunnels Clone for a
Fraction of the Cost ]
– [ Part 12: How to Choose Your Website Tech When I’m Gone
– [ Part 13: How to Build Incrementally Robust, Reliable
Revenue & Traffic ]
– [ Part 14: Mailerlite & Facebook’s Dumb Email
Marketing Ideas ]
– [ Part 15: How to Make $3.5 Million When Your Campaign is
– [Part 16: Things to do before going live]