And so it goes. 

People, including many marketers, are infatuated with billionaires, kings and queens, princes and politicians, popes and pooh-bahs.

What about me?

I would rather not comment here… so I’m going to do so in Zen Mastery, which is going out tomorrow. But I think you can tell from the vibe of this email, what my opinion just might be. 

What I have to say will upset the apple cider cart. It will inflame a few… but I don’t care, especially when you hear why I have the opinions that I have, and how they relate to marketing YOURSELF, your products and services.

The door to subscribe is slamming shut at 12 midnight, EST. After that you are S.O.L.

YES. 12 PM EST, TONIGHT is the DEADLINE.

Beat it by clicking on this line.

Matt Furey

Pit Bulls ALWAYS hog the news when it comes to dogs biting people… and there’s a reason.

In fact, there are many reasons from a marketing perspective. As the saying goeth, “If it bleeds – it leads.” Young children and old people getting attacked by pit bulls tends to want people to tune in even more.

But how about German shepherds? Ya know, those police dogs.

Well, let’s take a look at today’s New York Post headline. It reads:

 “COMMANDER IN CHOMP.” 

Now for the subhead:

First dog bites 7 agents

And here’s the prehead:

“There’s an easily startled, confused creature in the White House prone to fits of anger. There is also a German shepherd.”

Then you turn to the cover story headline on pages 4-5 and it reads:

“GET BITIN’ OUT OF OFFICE!”

Oh, those nasty pit bull reporters.

Now get this: As I read the story, I marveled at how the writer (or writers) have their woke pronouns usage down pat.

Here’s how: In each account of a secret service agent getting bit by Commander, the words “he” or “she” were NEVER used, but when some sort of descriptive pronouns had to be used, he or she (or they) went with “they” or “them.”

Reminds me of a professional speaker and author, who wrote in his newsletter, “I got a call from this guy (singular) and they (plural) told me….”

This was almost 20 years ago… long before the plural, “they” and “them,” became essential in describing the singular “he” or “she.”

I have my father to thank for explaining the difference between singular and plural pronouns, early on in my writing career. And I don’t change ’em for nobody. Occasionally I makes mistakes, too, buts I usually does so on purposes.

I know this thing with proper pronoun usage probably doesn’t matter to most people nowadays, including writers, journalists and joke tellers – but it still strikes me as odd, that these “pit bull reporters” – who are supposed to be braver than brave in taking on el presidente and the White House, are catering to the woke folk with pluralized pronouns.

Key Point: I didn’t teach pronoun usage in my Original Email Copywriting Course, or the Tao of Email Marketing that Sells – but I definitely DID teach the attendees how to write Pit Bull subject lines and mesmerizing copy that damn near forces people to open and read, and buy something… and believe me, the subject lines I taught these people make all the difference in the whirld.

Here endeth the rant,

Matt Furey 

Years ago, I was taught that someone can double his sales in 30 days, if he or she will commit to reading at least 30 minutes per day, on the subject of selling.

The same is also true in regard to marketing, copywriting, emailing, and advertising. If you read for at least 30 minutes a day in any of the aforementioned, you will give yourself an education so grand and so vast that within a relatively short period of time (one year), you can position yourself as an expert in the field, and within three-to-seven years, you can be a world renowned authority.

This is why newsletters, such as my monthly Zen Mastery, are so incredibly valuable.

As the saying goes, “Readers are leaders.”

Sometime ago, John Carlton wrote that reading “is steroids for the brain.” That has definitely been my experience. I don’t need steroids because whenever I need a shot of adrenaline, whenever I need to raise the bar in my own life, I turn to the rich, timeless content provided in the newsletters I read – including my own. When I look back upon what I have written over the years, it takes me deeper. Not only do I think, “Who the hell wrote this?” – but I also get tips and advice that I may have overlooked and stopped using, for some reason.

Then, of course, I subscribe to newsletters from so many others, and whether or not I agree with everything they say, I am always uplifted and inspired. 

In short, when you read, your brain lights up in a way that cannot be matched by video; you get so excited when you read that you feel compelled to make changes and adjustments that catapult you into the fast lane.

You are literally so fired up that you are “ON FIRE” to take action and make something of yourself. 

As Ralph Waldo Emerson put it, “Nothing great was ever achieved without enthusiasm.” 

And how do you get enthusiastic about this business? You do it by reading… every single day. 

Here endeth the lesson. 

Matt Furey

P.S. I don’t usually use the word “should” when I write, but in some cases, there is no better word. For now, let me say that you really and truly should subscribe to Zen Mastery. For less then four bucks a day, it catapults you into the stratosphere and lifts you to a whole new dimension of reality… one where you begin kicking ass at a whole new level. The August issue is so full of valuable insights and applicable ideas that I fear I’ve given away the keys to the kingdom, in one month, and have nothing more to say. That’s how good it is. 

A great question came through the pipeline this morning.

Here ’tis:

Matt,

Question, what makes good copywriting? I feel like my copywriting is getting better just by reading your emails but I’m not sure how to gauge that. Would your email copywriting course also apply to writing sales copy? This is a whole new world for me.

Thank you so much for your time.

Faith

Hi Faith. Superb question. Here are my answers:

1. Good copy is clear copy. It is as clear as the waters of the Mediterranean Sea. You look at the surface and you can see the fish, the kelp, the coral and the sand. The reader can easily picture what you’re writing about. He or she can also hear the sounds and feel the vibrations as the wind moves the water, the seagulls sing and the children build sand castles.

Good copy flows from one point to the next, seamlessly, the same way an ocean’s waves move back and forth.

Good copy absorbs the reader, placing him or her in an alternate universe, one you have created.

Good copy slides the reader to the finish line; it makes the reader lose track of time.

There is a ton more I can say on this. As an aside, I regularly address this type of question in my monthly newsletter,Zen Mastery.

2. You can definitely improve your writing ability by reading good writing, but even more so, GREAT writing; and then superb writing.

Unconsciously, you can start to pick up details that will strengthen your copy. Even so, it is better to be conscious of what someone is doing when he or she writes, so that you can be conscious of what you are doing and what you can do to improve. If you’re not conscious of what you are doing and what you can do to improve, then you’re winging it.

3. Email copywriting is often considered different than sales letter copy. And it is, except for when it isn’t. What do I mean? It is this: I have written emails that have driven readers directly to an order button. No sales copy other than the email. Does this work? Most certainly. This proves that emails have a great return on the time you invested writing them, provided you know how to sell to the subconscious minds of the readers.

Additionally, I have written emails that pulled so well that I deleted the sales letter and replaced it with the email I sent. And guess what happened when I did that? Sales increased from the new sales letter, which was in reality, an email.

Here’s an example of the copy I used in an email that BECAME the sales letter for the Tao of Email Copywriting that Sells

“Holy schnikies. I just found something and I cannot stop smiling from ear to mouth to ear.

There I was debating over which never-before-released product I want to launch.
And just when I was certain I’d made a definite decision, I saw a stack of CDs and
DVDs in a corner of my office.

On the front of the CD, there were various numbers and dates, along with the letters
MAO.

Huh? What the hell could this be?”

So I grabbed the CDs and popped one into my computer. After I’d only listened to
the first 32:43 I had three pages of notes.

And the speaker was ME.

Not MAO, as in Chairman Mao.

These CDs are from a 3.5 hour talk I gave several years ago, supposedly on my method of email copywriting. But in true Fureyesque fashion, the audience gets FAR MORE than t
hey expected.

Honestly, I cannot believe many of the words that came out of my mouth during this talk. Although I had an outline of 11 Keys to Writing Fureyesque Emails – I went “off-topic” so much that any serious student of success, even someone who has no desire to EVER write emails for a business, would love to hear this message.

For example, of the 11 Key Points to be covered, the first four are all about HOW I get myself into the right frame of mind, the right mental state, the right emotional space –
so that the words flow effortlessly onto the screen…

​​​​Faith, again, the above was an email that I converted into a sales letter. Thank you so much for your questions. They were most excellent. Best to you as you dive into this alternate universe. 

Matt Furey

There’s an invisible thread, a vibration, that permeates your copy and makes it work for you… even if it’s loaded with Thai-pos.

The masters of copy, consciously or unconsciously, stumbled onto this reality, and it brought them into a whole new world of prosperity, one that previously eluded them.

You won’t learn this from anyone else. No one that I am aware of.

Yet, this is the ONE thing that separates the ass-kickers from the frustrated swipe and deploy donkeys.

If you think the vibe doesn’t matter, then I feel sorry for you… because it most certainly does.

Had a gentleman I coached who would write his copy and hit send. He had so-so results. But when he took my advice and learned “the vibe,” – and how to get it, and how to insert it into his copy, his life changed for the better.

His list responded and came to LIFE.

He did the same whenever he gave clinics and seminars. And he went from leaving an event with no sales, to feeling he was making offers that couldn’t be refused.

How bout that?

Want some?

Then I suggest you get some.

Matt Furey

“Sitting around and studying writing is NOT writing.
Neither is copying someone else’s copy.”

– el Furecat

Earlier today my daughter, Faith, brought me an email she just finished writing. I am sending it to you because she’s just getting started writing emails and her message is well worth reading. It brought tears to the ole Furecat’s eyes. My comments will follow:

Why patience is the key to life

Recently I got to thinking about how I always overlooked the importance and power of patience in the past. I believe it’s a quality many people overlook because we tend not to realize the significance of it.

Patience is involved whenever we are waiting, anticipating, or tolerating the fact that our desired outcomes may not come to us immediately.

I would say that I have a natural talent for learning physical activities, but not so much when it comes to cognitive function hobbies like reading, writing, painting, or knitting.

Turns out the exact thing that kept holding me back (in those areas) was my lack of patience.

For the longest time, I lacked this fundamental trait. I always had this expectation that the outcome I wanted should always happen quickly. I would always feel frustrated and sometimes even irritated with the process, and I would either forget about it or move on completely.

These feelings occurred most whenever I tried to learn or pick up various new hobbies that wouldn’t come naturally for me. I finally got to a point where I was tired of all the negative emotions and began practicing patience.

It took time for me to accept the fact that although I might be great in one area,  was weaker in another. The weaker areas aren’t something to ignore just because I’m not skilled in them yet. I say “yet” because practically anything can be learned as long as you give it time, dedication, and of course, patience.

Currently, I am learning email copywriting (from my Dad). I’m studying his courses and he’s guiding me in person. I’ve been learning a lot and I am stunned because this is definitely not being taught to me in college.

One of the things my Dad told me is that although copywriting is definitely not everyone’s strong suit, it can still become one if you take the time to learn how to do it, if you practice every day and you are patient.

It’s obvious that nobody enjoys doing something they aren’t proficient in. But that is why practice and patience are the keys to becoming skilled at whatever it is we are learning.

I believe patience is the key to life. There’s a reason why people say, “patience is a virtue” or “good things take time.” Having this quality is so valuable yet often overlooked. Patience gives you clarity and a healthy attitude when facing stressful or challenging moments. With patience, you have the ability to accept and learn from your setbacks rather than feeling upset and discouraged.

With practice and patience, anyone can become a great copywriter, myself included.

I wish I was interested in learning copywriting sooner, but I was too busy practicing ballet and going to school. Even though I’m only 19, I feel I’m learning fast, and my Dad says he could still teach me if I was 99.

He says, “The key is you have to want it and if you have the desire, you can do it.”

If you want to learn what my Dad is teaching me, I suggest you look at his Tao of Email Copywriting that Sells course and subscribe to his Zen Mastery newsletter.

Faith Furey

Thank you, Faith. I’m proud of you!

Dad

(Matt Furey)

What’s your favorite beverage? The one you drink to crank up your writing? To let loose?

Is it coffee, tea, water or alcohol? Or something else?

Personally, I don’t need to use stimulants to write, but I do enjoy a dirty cup of organic coffee with milk in the morning, afternoon and evening.

The “dirty” part is something I picked up in Thailand, back in January. It’s a hot cup of coffee mixed with cold milk, which makes the drink a cool one, without any ice.

Back in the day, when I lived in Californi-ay, before I became a writer/author, I talked to someone who wrote for the local paper, and he told me that he couldn’t write unless he drank alcohol. And he claimed this was also the trick for many of the great ones. Not sure that one works for me, and I don’t really want to give it a whirl.

How bout you?

Let me know.

Matt Furey

My latest video will either make you love me or hate me. There ain’t no in-between.

 

Go watch it NOW. Loads of info-taining emails being dropped.

Matt Furey