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Every issue of this newsletter gives you the exact systems, strategies, and principles I’ve used to generate 8 figures (almost entirely) with email marketing. So you can build your own systems that will carry you through the next algorithm change or recession. This is what actually works.

In today's issue:

I used to believe the advice everyone loves to repeat: just be yourself. Sounds noble. Sounds honest. Sounds completely useless when you’re staring at a blank email screen for 47 minutes, rewriting the same opening line and still hating it. That was me. A lot. And it wasn’t because I lacked ideas. It was because I hadn’t decided who was speaking.

The shift happened in a weird place. Stand-up comedy. Not watching for laughs—watching for structure. Bill Burr walks on stage irritated at the world. Jerry Seinfeld walks on stage curious about it. George Carlin walked on stage like he was about to prosecute humanity. Same profession. Same goal. Wildly different delivery. None of it accidental. All of it chosen.

That’s when it clicked. A persona isn’t pretending. It’s filtering. It’s choosing which part of you gets the microphone and which part stays quiet. When you don’t make that choice, every piece of writing becomes a negotiation with yourself. Is this too aggressive? Too soft? Too honest? Too polished? So you stall. You tweak. You don’t hit send. And then you tell yourself you’re “not in the mood to write today.”

Once you lock into a persona with a philosophy, the friction disappears. Because now there’s a spine. There are opinions. There are topics you can rant about without notes. Mention email marketing to me and I won’t shut up. Mention Zapier automations and suddenly I remember I left the stove on. That’s not a skill gap. That’s philosophy. That’s knowing what you care about enough to keep talking when nobody prompts you.

Markets work the same way. Golfers listen to golfers. Marketers listen to marketers. Productivity nerds can debate tools, routines, and journals for hours because they share the same obsession. Shared philosophy creates endless conversation, and endless conversation turns into trust, attention, and sales.

I’ve seen this taken to the extreme: Same offer, same script, same claims, and the same objections. Different person delivering it. A completely different crowd shows up and buys. Nothing changed except who people felt aligned with. That part makes people uncomfortable. Too bad. It’s still true.

So stop asking yourself what you should write today. That question leads to nothing. Ask this instead: what does my persona believe strongly enough to argue about without warming up? Answer that once, and the blank page loses all its power.

Most people spend years trying to figure out how to build a profitable online business from scratch…

Or waste time and effort by trying to put together various incomplete systems and frameworks given to them by gurus… 

But what if you could skip all that and just copy one that's already generating $10,016,226 in sales?

This Thursday, February 5th at 2 PM EST, I'm hosting a training where you'll discover how to copy my complete $10,016,226 online business instead of building one from scratch.

I'm walking through the offers, the pages, the automations, the traffic sources, the ads, and the affiliate promotions. Everything that makes the business work.

There's only 200 spots for the training, and the room tends to fill up fast. See you there.

Most people think the smartest move is to learn first. Read more. Watch more. Prepare more. Feel “ready.” I bought into that hard. I spent years consuming ideas, frameworks, tactics—feeling sharp, informed, almost dangerous. And yet, nothing meaningful was happening because knowing felt productive without being risky.

Here’s the part nobody likes admitting. You can understand a business deeply and still be useless at it. I’ve met people who could explain funnels, traffic, and conversions better than most pros—and couldn’t sell a thing. Because they trained themselves to study instead of act. Over time, that habit becomes your identity. You become “the guy who knows,” not “the person who does.”

Business doesn’t work like school. You don’t get rewarded for correct answers. You get rewarded for decisions. And the weird part is you usually learn after you act, not before. It’s backwards. Cart before the horse. You launch, break things, misprice, mess up a campaign, then suddenly the lesson sticks because it cost you something.

People confuse this with recklessness. It’s not. The cost of mistakes here is tiny compared to real professions. You’re not operating on a patient. You’re not designing a bridge. If a campaign flops, nobody dies. Your ego bruises. That’s it. Mistakes don’t block income—inaction does.

Here’s the truth most won’t say out loud.

So here’s the move. Pick one thing you’ve been “learning” and turn it into action this week. Just deliberately. Launch the email. Ask for the sale. Raise the price a little. Break the seal.

Because the real gap isn’t knowledge. It’s courage disguised as preparation.

This episode surprised me—in a good way. I sat down with Michelle Terpstra expecting a sales conversation. What I got was a quiet explanation for why smart people freeze at the exact moment money enters the room.

One example hit hard. A coach charging $1,000 knew she was underpricing. Couldn’t jump to $5k. So they walked it up—$1,500, then $2k, then $2,500. Within about 60 days, the wall cracked. Not because of mindset affirmations. Because action proved the fear wrong.

If you sell anything—and hesitate, delay, or “send a proposal” instead of closing—this episode will feel uncomfortably familiar. In a good way.

You’ll probably hear yourself in it.

This one slapped me out of “work harder” mode. It forced a brutal question: if the offer was undeniable, would productivity even be the problem?

What hit me is how much effort gets wasted polishing things nobody desperately wants. Hormozi keeps dragging you back to value, clarity, and outcome—because busy is cheap, offers aren’t.

If you’re grinding, tweaking, optimizing… and still pushing uphill, this book doesn’t motivate you. It simplifies the game until the work finally starts paying.

I am a promise, delivered consistently,
A reason for return, a bond of loyalty.
My strength is in satisfaction.

What am I?

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