The dirty selling secret that almost feels illegal to know

A few years ago, before I began my rampage of internet marketing and becoming in my humblest opinion one of the best in the game, I was just a 16 year old kid wanting to make some money.

I was soooo tired of being broke.

And to make matters even worse, anytime I found myself mindlessly scrolling through the tiktok algorithm I’d come across some broccoli haired kid with freckles on his face (likely a scammer or a virgin) making tens of thousands per month.

This infuriated me.

How could this dweeb be making $10,000 per month?

Now luckily for me I never developed what I call the “stench”.

The “stench” is an aura that a hopeless person carries.

You know - the guy who thinks success is virtually impossible, small town mind, thinks all rich people are evil type of person.

Btw, those people suck.

But anyways luckily enough for me I never became that type of guy, probably because of my upbringing (I’ll talk more about this another day).

Moreover, these encounters lit a fire under my ass.

And make no mistake - I was not motivated, instead I was certain.

I was certain I’d be rich, living in a 13,856 sqft mediterranean style mansion with a big pool, floor to ceiling windows, an eight car garage, a backyard with my own personal mountain that I can use to take my kids camping, and a chef, maid, and everything in between.

Now I’m not living in this home yet, at the time of this writing I’m in a $9,000 per month condo in Williamsburg NYC with the finest view of a bridge where the water separates from my side of town to Manhattan. 

Occasionally I cross path’s with some celebrities, hedge fund owners, and quants in the hot tub.

But back to my point I was certain I’d get rich, but I just didn’t know how.

So I did what any reasonable 16 year old kid would do - scourge YouTube and search up the best business models to start as a beginner (I fell into a big pysop - one that I’ve later deployed on offers I’ve worked on)

And guess what business model I found?

Drumroll…

Dropshipping.

The holy f”cking grail - I felt like I hit the jackpot.

I didn’t have to own any products, ship them to my customers, or even spend any money upfront.

It felt like a dream, and getting rich seemed like an actual reality.

Now obviously that didn’t happen.

I ended up purchasing a $5,000 dropshipping program, and I barely gave it a chance.

And shortly after I got switched from one opportunity (dropshipping) to another (info products).

And that my friend is the start of a deep rabbit hole I’m going to take you down.

One that will reward you greatly in the form of hard-cold cash.

By the end of this email you’re going to learn how the real money is made, how competition can vaporize overnight, and how you can grab marketshare by its balls from a simple concept called opportunity switching. 

This concept applies to literally whatever you’re selling, rather it’s some biz-op to normies, or a sophisticated product to business owners.

Opportunity switching is how to quietly kill all objections in the mind of your prospects, and give them a transformation before they even decide to purchase.

Here’s the thing…

Most offers in the marketplace suck, and it’s not because of their marketing, their pricing, or the desired outcome.

Instead it’s something fundamentally wrong about how the offer is being sold.

Most people are in the game of selling improvement offers.

And think of improvement offers as a relief or a temporary fix.

Let me give you a prime example, when I purchased that dropshipping course and got little to no results I was then presented with another offer through a facebook ad.

This offer in particular was positionined along the lines of “Make $10,000 per month in 30 days Dropshipping by posting organic videos on TikTok”.

This is what I call an improvement offer, and ultimately I decided not to purchase it.

Here’s why:

Every buying decision we make is from one subconscious trigger.

Status.

Anytime we purchase something we’re subconsciously thinking about if this purchase increases our status or decreases our status.

Will it make me look smarter?

Will it make me look wealthier?

Or will it make me look like a complete idiot?

Your goal as a marketer is to sell products that increase the perceived status of your prospect, and decrease their risk of failure (a decrease in status).

But when you sell improvement offers, you're only decreasing their status.

People are not inherently responsible, accountable, or ambitious.

Moreover, they hate taking the blame for their own sh*t.

I would’ve never admitted that I didn’t succeed with Dropshipping because I simply didn’t try hard enough, instead I blamed my failure on the vehicle itself.

And that organic dropshipping ad I mentioned?

It only infuriated me even more.

I was forced to think about a poor decision, and my decrease in status (looking and feeling like an idiot).

But this isn’t the only reason improvement offers are bad for producing breakthrough profits.

Improvement offers are also hard in the eyes of your prospects.

Why?

Because improvement in itself is hard.

Your prospects have already failed with a specific opportunity, and now they have to overcome a previous hurdle and try something new.

That’s a lot of work.

Not to mention - selling improvement leads to commodity pricing.

Why?

Because sheeps follow the herd.

Most people don’t think, they hardly use their brain so they default to following what everyone else is doing in the market also known as reasonable analogy.

That’s why you have hundreds of the same offer with a new “fancy” mechanism attached to it.

This ultimately leads to everyone competing on price as they fight for the same customers, who by the way aren’t even sold in the first place.

Now what does it look like when you opportunity switch?

Or in other words create a new opportunity?

Back when I failed miserably at dropshipping I came across another ad.

This ad was a ClickFunnels ad from Russell Brunson which I’m sure many of you on this newsletter know.

Instead of selling me an improvement offer to get disgustingly rich, he sold me on a completely new opportunity. 

I was already in the broad market of wealth, and in the sub market of internet marketing (dropshipping) he then created a sub-niche in that market of becoming an expert online.

This opportunity was fresh, I had never heard of it before, and it didn’t cause me to ponder about my previous failure.

Instead it instantly increased my status..

Since it was a new opportunity I discovered I was able to share it with my friends which made me feel intelligent, and ahead of the game.

It also spiked my dopamine receptors since it was new, and novel. 

Without getting too technical novelty, triggers activity in the ventral tegmenal area of our brain.

Think of this area as our reward system (dopamine), and when this dopamine is released it causes us to hyperfocus, and enhances our memory persistence.

Thousands of years ago humans were rewarded for finding new discoveries such as food sources, shelter, and clothing so the power of novelty is hard wired in our brains.

Additionally this new opportunity wasn’t associated with any previous pain or disconnect, and served as a dream replacement. 

I had hope again, something to look forward to.

This new opportunity led me to where I’m at now, and I’ve spent well over 6-figures in education in this specific opportunity.

Now, do you see why opportunity switching is so damn valuable?

You essentially create your own blue ocean in a sea full of blood thirsty sharks.

Instead of selling your prospects improvement, sell them a new opportunity.

Sell them hope, sell them status, sell them promise.

Right now I’m creating my own new opportunity with my new Ai software.

In the coming emails I’ll talk more about this, as well as breaking down the funnel, sales letter, product, and even the ad creatives.

That’s it for today,

Talk soon.

Malcolm.

P.S: If you’re interested in seeing the offer deliverables for the project me and DT Thomas are working on (the best direct response marketer I know), reply to this email and I’ll send you a google doc. Feel free to make comments on the doc so we can iterate the product before it releases. The offer stack is already looking like the most profitable thing you could buy this year, if you want to make f*ck you money, blow past your competition, and become a celeb in your niche that has too many clients than he knows what to do with. But we’re always open for feedback. So reply to this email, and I’ll send over that doc.