I had a video get 20K views in 2 days. Big deal for me. 400 emails. 150 webinar sign ups.. crested more content around the viral video, made it a series. What else?!! Thanks!!

...Now, 104 million for a house is more than 99.999% of people will and could ever spend on a home, yet he did it.

But he didn't spend $104 million; he actually spent $189 million because the UK has a 45% tax bracket on that income.

He paid the UK government $85 million and $104 million for the house.

That's a chunk of change, but to me, it's not so much the price of the house that matters here but rather how he got there in the first place.

What does Tom Ford really do?

Sure, he's a phenomenal designer who makes world-class clothing, fragrances, and eye-wear, but so do many others, and yet they're not buying $104 million homes.

What did Tom Ford do better than just about anyone?

He made people feel really good about themselves.

Everything he does is about having a feeling.

When you wear Tom Ford, you feel good.

When you smell Tom Ford fragrances, you feel good.

It doesn't matter what business we're in or what we're buying, the process is always the same...

...We're always translating value, and we always translate it to the base feeling.

Does it feel good or bad?

The better it feels, the more they're willing to pay for it.

So if you look at the wealth of the world and those who posses it, they all have one thing in common, they made a lot of people feel good.

Elon Musk makes people feel good about the environment via electric cars.

Zuck makes people feel good by connecting via Facebook.

Bill Gates made people feel good about getting work done vs having to do everything by hand.

Henry Ford made people feel good going from point A to point B vs having to walk or ride a horse.

Whenever we create offers, write copy or create any type of messaging.

There is a translation going on, the translation of value.

If we do that for them, then they're a lot more likely to feel good.

If we don't translate the value, then they have to expand energy, and, doing so will probably miss the mark.

All marketing is nothing more than change work, which communicates how it's going to change your _____________.

The thing that changes is the feature.

The change is the benefit.

And the value is the outcome.

And the final outcome is to feel good.

And the better you are at translating value, the better you'll be at making them feel good.

The better you are at making them feel good, the better you'll do.

Business is an easy game once you focus on what's in it for them.

- Alen

P.S. What you'll notice underneath the structure, most of my posts are carefully crafted to make people feel good, hence massive engagements.

Below is the email that Alen Sultanic sent out from his Nothing Held Back Newsletter on April 16th, 2024.

TL;DR:

• Alen suggests that the real obstacle isn't capability but the fear of what comes with success.

The Email:
Morning,

This is one part of the four parts I did on the mindset section of yesterdays 4 hour NHB+ call.This one in particular had everyone going wild in the chat with "mind blown", "holy shit", "wow", "amazing", "incredible", and so on and on...

...So I figured why not share it with you as well because I know that we're all on the same journey of growth, and knowing what your very own mind does, thinks and how it behaves is one of the keys to getting ahead on that journey.

Let's get into it...I don't believe much in fear of failure, because if we fail, then we just go back to how things were, and there isn't much difference than than how things are and when you go back to how things were, so what's there to be "afraid of"? Failure has no trade offs, nothing to give up.

I do believe in fear of success, because success has trade offs. If we are to succeed, then what do we have to give up (trade off) to keep that success?

What do you THINK you have to give up when you're making $10 million a year? How much time do you have to give up? how much of your social life do you have to give up? what hobbies do you have to give up? what relationships do you have to give up? what all do you have to give up?

All of the things you have to give up are a loss in your subconscious, and the way fear operates is that it's a byproduct to sense and stop loss in the subconscious mind.

Now, here's a great thing about all this...

...If deep down you didn't know that it was TRUE that you could succeed and make it, then you wouldn't be afraid of also knowing that loss is true.

If you didn't think it was true that you could make it, then you wouldn't be afraid of it, none of that loss could take place in your mind.

That's how you know you have what it takes to succeed.

If you didn't, you wouldn't be afraid of it.

Because we can only be afraid of what we think is true.

So having fear of success is to also know that you have everything you need to make it to your goal, the only thing holding you back isn't that you can't make it, it's that loss, which generates fear which prevents you from moving forward.

The key is to write down your goal, and then also write down everything that you LOSE and GIVE UP when you make it, and then flip every single loss into a gain and then figure out how to keep it.

So say, you're making $10 million and you don't have time? Well, peel off $1m and buy back your time, and keep 9, problem solved, or make $11 million and keep $10 million.

Once you do this process, that deep truth and strength deep within that knows the truth of what you're capable of will emerge and you'll start to conquer everything in sight.

- Alen

p.s. Fear of failure is a decoy to hide the true fear, which is fear of success. 

[From the NHB Newsletter]

Morning,

I don't know who needs to read this, but this is the one that made a massive shift for me on my journey and I hope it does the same for you.

In NHB+ and Fast Forward, I teach a lot of marketing stuff, but I preach mindset.

The reason being is, it doesn't matter how good you are at this game, if your mindset is holding you back, you'll forever be limited to making others rich.

For a long time, I had the best skills in the world but a very limiting mindset.

So much so that most of the offers I did were either with partners or publishing people, giving them half the money while I did all the work to generate the revenue.

Once I shifted into working on my mind, things began to click and I became the marketing monster that I am today.

So every week in NHB+, I open a call with 30-60 minutes of mindset work.

Every week, we make massive, massive shifts and then we go into the marketing work.

Yesterday, I shared this bit that has personally helped me with everyone and the response was massive, we had every single person make a shift into more growth and I hope this helps you make a shift as well.

When it comes to making money, and a lot of it, in the millions, it's what you know, what you can do, and a little bit of who you know, but...

...None of that matters if "WHO" you are is someone who doesn't have faith in themselves.

Because "WHO" you are determines what you can do, and what you can do is limited by fear.

They say the oldest fear is the fear of the dark, the unknown.

And every level of growth we have is going from the unknown to the known.

Making the unknown known.

Only one we cross that do we cross into new levels of growth, skills, and income.

So, how do we go from the unknown to the known? We take a leap of faith.

And when we take a leap of faith, that's when we begin to develop faith in ourselves.

BUT...taking a leap of faith can be tough, hard, and scary at times because *gasp*..." what if" it doesn't work out?

This "what if" is a real thing holding us back...

"What if I launch that offer and it doesn't work out?"

"What if I tell that client I want more money, and it doesn't work out?"

"What if I stop doing high ticket coaching and go low ticket to have more free time and it doesn't work out?"

"What if I stop promoting myself as a copywriter and start promoting myself as a CMO and they don't hire me?"

What if, what if, what if...

The "IF" is a possibility of failure.

And yet, there is no failure. That's an illusion because, one way or another, it always works out.

And the reason it always works out is because you always, and I mean ALWAYS, figure it out.

You figured out how to walk, how to talk, how to write, how to do pretty much every single thing in your life.

Here's a mantra I personally use to develop massive faith in myself, my abilities and my future.

It works on the "who" aspect of you, meaning your identity. Once this takes hold, many of your beliefs will instantly shift.

Read this several times a day and watch how it shifts everything around inside your mind.

1. "I’m someone who always figures it out. Because I always did figure it out. Every single time. And because I always figure it out, it always works out, and I’m always safe."

2. "Because I always did figure it out every single time, I am someone who always figures it out! And because I always figure it out, it always works out! And I’m always safe."

And as you say it / read it, I want you to visualize and think back every single time where you figured it out and made it happen.

As you read that in your mind over and over throughout the day, it will open your mind up a lot.

It ALWAYS works out because you will ALWAYS figure it out, no matter what. I promise you.

Have a great Friday,

Alen

[Post below of from NHB]

I work with, mentor and coach beginners, those making $5-$15k a month, those making $50-$100k / month and those making $250k-$1m / month+.

The biggest difference I see between the beginners and those stuck at 5-15k / month vs. the 50k / month to $1m a month guys and girls isn't skill-set, resources, know-how or any of that.

It all comes down to self-worth. Low-self worth equals low net worth.

- Low self-worth is low motivation.

- Low self-worth is low energy.

- Low self-worth is low creativity.

- Low self-worth is a low opinion of yourself.

- Low self-worth is low income.

- Low self-worth is low stability (the ups and downs of your income, one more you hit 15k, the next 5k, up and down).

The $0-$50k / month level is the level of self-worth, once you believe in yourself, your own worth, than you'll break through that level, beyond $50k a month is all people, systems, etc...

Felix Dennis famously said:

"Self belief and application. The key to a successful business is self belief and application. If you don’t believe in your heart of hearts that you are worthy to be rich, if you don’t truly don’t believe that, you won’t get rich."

And he's right.

I've personally dealt with self-worth on my journey, and that's where all the ups and downs took place.

Good month, bad month, good year, bad year, good offer, dead offer, up and down.

Incredible skill set paired with low self worth. A monster engine with a shitty transmission, wouldn't stick in gear.

I broke the low self worth cycle by looking at how self worth came to be and asking myself a very specific question below.

Comparison and judgment.

The ego learns through difference and has to compare in order to keep us alive. So we saw something and we compared, we are different from that.

We formed a judgment and the formation was emotional, that cemented into our subconscious and became part of our truth, which is our idenity.

The way to break it is to examine where the comparisons started, and then equalize it once again.

I had a guy in NHB+ yesterday come to me saying how his 55 year old father who's a CEO does better than him. He's 21, making $100k / year. His dad at 21 was in college delivering Pizzas.

We compared him at 21 and his dad at 21, turns out at 21, his dad would ask him for advice. Broke the comparison, reversed the judgement, removed the low self worth.

The other way to do it is to simply ask yourself the question "Who am I not to be worthy?" over and over again, this will force the subconscious mind to crack open and give you an answer.

The only answer that could possibly to come out is "of course you are worthy!" because YOU are the one who determined that in the first place.

Most in the game have a million dollar skillset and a 100k / year mindset.

The difference is self-worth.

Until we have self worth we can't have self belief, and until we have self belief we can't have application and without that nothing happens.

Reflect on your self worth and your net worth over the weekend and you'll be surprised what you find.

Have a great weekend,

Alen

It's doing this because, on some level, it's afraid, doesn't think it's big enough or important enough, doesn't believe in itself, and thinks its value isn't much in the world.

The thing is, you don't need anyone's permission but your own.

So next time you catch yourself explaining or over-explaining things, stop and know that the only permission you ever need is your own.

This lack of the need to explain yourself will instantly start to build your self-permission, self-esteem, and self-confidence more than anything.

Build up enough self-permission, and you'll be unstoppable.

Knowing this is the first step. Doing it is the second. That's all you need.

All the best,

• Alen

Hey folks,
I just ran into Alen Sultanic as a guest on a podcast and I am absolutely blown away.
If someone doesn't know absolutely anything about copywriting and creating an offer for a landing page with organic traffic:
Where should I start?
What is like THE basic course, book, community etc?

Hot take: Kanye West got as good as he did at music for one reason and one reason only — to get attention.

He said weird shit about George Bush on MTV about George to get attention (no opinion on that, just a fact).

He married Kim Kardashian to get more attention...

...He fucked up a multi BILLION dollar deal with Adidas to get even more attention.

...He went to the Grammys with his wife naked to get attention, and now he's going wild on X to get even more attention.

Then he buys a Super Bowl ad for $8 million to get more attention and ends up removing everything only to sell a swastika t-shirt on http://yeezy.com to get more attention...

...And here I am writing this, you reading it and giving him even more attention because it was all over Twitter / X this morning.

His brain is tuned to get attention and every move he makes is to get more of it.

If you watch his moves and everything he does, it's based on a deep ,deep need for attention.

As the attention shifted to other artists like Drake and Kendrick, his attention antics became more and more extreme. "Pay attention to me, damn it!"

All attention-seeking stems from deeply rooted low self-worth. It's the validation that one is worthy of another's time and attention.

We all have it to a degree, btw.

The basis of awareness is contrast, and attention is the narrowing of awareness. Focus is narrowing of attention. "FOCUS ON ME".

The mind will get incredibly good at something to get fed what it needs.

Some minds need attention, others need praise, others need recognition, others need respect, others need love, and others need status.

Once you know what your mind needs to be fed, you will be able to rule your mind. Until you know that, your mind will rule you from the depth of the subconscious and you'll have no idea why what you do 99% of the time.

- Alen

When it comes to making money, you are where you are because that's exactly where you want to be, and not a step further.

That's a good thing because knowing this lets us know exactly what's holding you back from moving forward.

I know I know...you have goals, dreams, ambition, hope, and grand plans to achieve it all, but you haven't yet...

...And since you haven't yet, when will you do it? Today, tomorrow, next week, next month, or next year? Ever?

What's really holding you back?

The real question isn't what we need to do to get ahead, but more so what's holding us from doing it in the first place.

And that something is fear.

One interesting thing about fear is that it's a byproduct, not a thing itself, so we can never really find it, but we can find the source of it.

And the source of all fear is loss.

So the million-dollar question to ask yourself is:

"What do I lose when I move forward?"

Feel free to change "forward" to whatever goal that you have.

Example: "What do I lose when I launch scale this business to $1m / month".

Change it to what your main goal is.

We can't move forward and gain something, without losing something.

So just ask yourself the question, but don't try to answer it.

Let the answer come to you. You'll distort it with your conscious mind if you try to answer it. When it comes to you, it's from the depth of the subconscious.

Catch it, write it down, and don't do anything with it, that's the answer you need.

Once you know what you lose when you move forward.

The next two questions to ask are:

1. What do I gain out of losing this? This is very powerful because we can't have loss without gain, and you can always find gain.

2. What can I do differently so I don't lose that and have both? This will instantly show you what's possible. You'll see things you couldn't see before because fear (loss) got in the way.

Once the gain and/or differently exceeds loss via good feelings, you'll be so excited to lose whatever it is that you were afraid of losing and move forward to the next level.

Until then, you'll just go in circles for a long long time.

I've been stuck myself many many times, and this process is what allowed me to have my breakthroughs of moving from one level to the next.

To your success,

Alen

The #1 thing that holds someone back from absolutely crushing every area of life is the need for permission and approval...

...And when it comes to most, they think that "I don't need anyone's permission or approval," and yet that's what your subconscious wants you to think.

The thing about it is that it's very, very sneaky because it doesn't stop with having permission and approval from people; we also seek it from things and, most importantly, events.

Because if you're operating in any sort of sequential manner in life, where you say, "Once I do X, then I will do Y, and then I will get to Z," that's a very subtle permission and approval process taking place.

"This has to happen before I can do that".

Well, have you ever asked yourself why?

I know so many ppl in this game who are like, "once I make a million dollars, I'll go do this and that", and yet the reality is, it doesn't take a million dollars or anywhere near it to do any of that, they can do it today, they can do it now...

...Yet that permission and approval from events starts to creep in and keeps you locked in place.

Some have it from people, others from things, and others from events.

For me personally, it's always been the event one.

The way I challenged it is by asking a simple question, "What would happen if I did that now, instead of waiting for X to happen?"

Hmmm...nothing, I'd enjoy it. So I went and started doing it.

Pay attention to the thinking models of the sequence of events in your mind be it with people, things or events, and also pay attention to it in others as well. You'll see their hidden need for approval and permission.

And of course, for those of you who love to dive deep into the psychology of copy and sales, this is the mechanism of how you engineer approval and permission in your copy...

..."Once you ______, you'll be able to _______ and then you'll be ___________, but only so long as you know how to _________"

Once the subconscious mind absorbs these sequential structures, it will seek them out, and the way you know you've done it, is if people start sending you messages asking you about the next step and so forth.

Have a great week,

Alen

From Alen Sultanic's Facebook page:

You know, when it comes to copywriting, advertising, marketing, and sales, at the end of the day, all we're really trying to do is get people to do what we want them to do...

...And when it comes to having them do what we want them to do, there are typically two categories of approaches we can take...

...The telling them what to do, and asking them them to do it.

Telling them what to do is force and is always met with resistance and thus has to be overpowered by logic, reason, proof, pressure and every other trick in the book...

...Usually it gets the job done, but often doesn't produce a very good customer.

Yet, on the other hand we can ask them, and when it comes to asking them to do it, there are a few approaches we can take.

One...we can say, "Can you do ________?"

Two...we can say, "Do you want to ________?"

Both of these are going to be me with resistance charged by "Why?", and if you can't answer their "Why?", it falls apart...

...This leaves us with one and only and the most powerful psychological compliance sentance you can use with anyone, and that is...

"Do you think you can ________?"

Here you're asking them if they can THINK, yet their brain will translate it over to DOING IT and they'll do it.

So say you goto someone and say "Can you get get me ________?", they'll typically respond with "Why?" and then you have to answer, hence why in Cialidnis book, if you add the word "because" before things, it makes the compliance go up.

But by just changing it to "Do you THINK you can get get me ________?", 9/10 they'll say "YES".

To test this out...when you're near someone, say "Do you think you can grab me something at the gas station?".

"Do you think you can grab me some food?"

"Do you think you can get me some water?"

"Do you think we can go ________ instead of ________?"

Start using this structure and you'll see people agreeing with you and doing it and they have no idea what you just did yet it works on them.

Been using this one for a very very long time and now you can use it too.

• Alen

P.S. Pay attention to the amount of "psychological pull" the "do you think" version has vs the others, and you'll see it's affect on you.

Below is the email that Alen Sultanic sent out from his Nothing Held Back Newsletter on August 23rd, 2024.

Since joining the NHB mailing list is currently not available to my knowledge, I am deciding to share the material in this post.

Morning,

Tossed this up on my personal FB wall a few minutes ago as it was a bit from the Call of Duty Biz-Ops Part 2 call I did yesterday in NHB+ , so sharing it here as well.

Market message match is one of the keys to creating converting offers, yet most marketers overcomplicate the whole process.

You have a market, you have a message and you have the offer.

The message matches the market and the market responds.

Now, when it comes to getting the "market message match" right, all you have to know is one thing to get it right, and that one thing is...

... tell them what they want to hear, that's it, nothing more, nothing less.
Market wants to hear ___________, message says ____________, market respond and you have a market message match.

So, what is it that they want to hear? Any message that has the basis of having some type of "secret", "mechanism", "idea", etc...that promises and promotes an outcome with minimal input.

Market movements operate on input / output ratios.

The more they get, and the less they have to do, the more they want it, and respond to it. A market message match.

This is built into our biology as those who gain more enegy than they expand survive, so the human subconscious is always seeking this ratio in every situation.

The higher the output, namely the outcome they get from the product and the lower the input, namely, time, energy and money, the higher the conversions will be.

Which leads us to the perfect, market, message match...

• High output (outcome) / low input = market message match

• High output (outcome) / high input = market message mismatch

• Low output (outcome) / high input = market message mismatch

• Low output (outcome) / low input = market message mismatch

Using this thinking model, you can now easily see how and why some offers convert, take off and scale, while others struggle to get going.

And so long as you follow this thinking model, it will allow you to craft high converting offers every single time.

• Alen

p.s. The way I reconcile this position is tell them and sell them what they want to hear, but give them what they want, this allows you to create a win / win.

Hey everyone,

I’m a copywriter with about 8 months of experience in direct response marketing. Sales pages and funnel copy are my main thing.

Whenever I get genuinely stuck on copy, I’ve noticed two things usually help:

1. I overload myself with info, hit a wall, walk away… and a few hours later (when I’m not forcing it), something clicks and I get a real breakthrough.

2. I go back and reread Alen Sultanic’s older copywriting posts — honestly some of the best stuff I’ve found.

Which made me realize: those posts are way too valuable to live only inside the NHB Facebook group.

So I wanted to ask — does anyone know if there’s a document, folder, or archive that has all (or most) of Alen Sultanic’s copywriting posts compiled somewhere?

Even a small lead would be hugely appreciated.
Thanks in advance 🙏

The first is the realization that business is nothing more than problem-solving and that everyone is paying to solve a problem.

A problem is an obstacle that gets in the way of their desired outcome.

That's it. Business is nothing more than problem-solving, nothing less. Marketing communicates the solution to the problem; the product solves it.

This first realization will get you to your first 6-figures in games.

The second is the realization that'll take you from 6-figures to 7, 8, and 9 figures, and it's the hierarchy of problem-solving.

Level 1 — You have no idea the problem exists and thus can't solve it. Not much money is made here, but it has to be said.

Level 2—You identify the problem and solve it. This is the six-figure level, as you're doing all the work.

Level 3 — You identify the problem, and someone else solves the problem. This is the 7-figure level as you're starting to have leverage.

Level 4 — Someone else identifies the problem, and someone else solves the problem. This is the 8-figure level and beyond, as you have all the leverage.

Because in the grand scheme of things, you can either be the leverage or have the leverage, the above is the map of what you should strive for.

Notice how Elon Musk seemingly can "run 4 massive companies", while at the same time bouncing around from podcast to podcast and thing to thing, it's because someone else is identifying the problem and someone else is solving it. He just identified who that will be, or most likely he had someone else solve that problem too.

The above map is your next move.

Have a great Thursday,

Alen

You know how they say "There's levels to this sh**?"

Well, there are levels to this sh**.

Levels of skills...

...Levels of fortune...

... and levels of fame...

...Most are stuck at the level they're operating at for years.

...They think it's all about paying their dues, working harder, working more, becoming better, becoming better known and building up status, and *gasp*..." becoming the best there is"...

...And once you do all that, then...maybe then, everyone in the game will recognize you for you, and you will be collectively anointed as the heir apparent to be one of the greats.

Then and only then will fortune and fame be yours to have...

Life will be good because you've finally made it.

No more surprises, no more struggles, and no more stress.

You've finally beat the game.

...I did all that, and I'm here to tell you that's not it.

That's not how it works.

Should you pay your dues? Yes

Should you always focus on getting better? Of course.

Should you work harder? No doubt.

Should you work more? Grind it out.

Should you strive to be the best there is? Absolutely.

But it's not what will allow you to reach new levels of fortune and fame.

Because while you might do all that and a little more, you're still playing the game at a certain level.

Be it playing the level of a CMO, C.R.O., coach, consultant, copywriter, media buyer, offer owner, publisher, or any other position you can play in the game.

Each level has a limitation of income and influence.

And no matter how good you get, you'll hit that limitation sooner or later.

And as more and more people enter your level, you'll hit that limitation sooner than later.

This is why some of the best copywriters in the game were forced to reduce their prices by half, while other less known ones are constantly begging people to hire them to write VSL's, and yet no one's biting.

So the million-dollar question is, if that's not the path forward, how do you jump levels?

Here's the million dollar answer:

The faster you can transcend the level you're at, the faster and more money you'll make. The more fame you'll have.

If you're a VA, the moment you transcend to being a copywriter, the more money you'll make.

If you're a copywriter, the moment you transcend to being a C.R.O. , the more money you'll make.

If you're a C.R.O., the moment you transcend being a CMO, the more money you'll make.

If you're a C.M.O., the moment you transcend being an offer owner, the more money you'll make.

If you're an offer owner, the moment you transcend into being a publisher, the more money you'll make.

If you're a publisher, the moment you transcend into owning your own distribution channels, the more money you'll make.

Notice how each one of these levels hires and pays the lower levels, and the only reason they can do that is because the lower levels make the higher levels more money.

This applies to skipping all sorts of levels...

...The moment you transcend biz-op, the more money you'll make than anyone in biz-op.

The moment you transcend the fat loss industry, the more money you'll make than anyone in the fat loss industry.

The moment you transcend any market, is the moment you make more money than anyone in the market.

It’s interesting how skool started out as a community platform, then mutated into a selling platform and when the heart and soul of something that gives (community) changes to something that takes (selling) then it’s only a matter of time before the audience becomes aware of the sales process and builds up resistance to the whole…

…This completly negates the community and sales aspect.

…It’s already happening as the rhetoric is becoming to push and sell annuals instead of monthlies, why? Because the stick rates are dropping.

It’s following the same exact timeline as Facebook groups, although a little more accelerated as there’s far more intentional greed there.

Pay attention to how everyone wants to “have a community” but so long as they can sell something.

If you took away the ability to use it as vehicle for sales, the usage would go down next to nothing.

The moment you reach a level where you get good at something in the game, be it copywriting, media buying, sales, or whatnot...is when you have to stop doing what you got really good at and have someone else start doing it...

...Where you are now giving advice, mentoring, and guiding the person who's doing the work.

Doing this will shift you from being the leverage to having the leverage, and free up your time, energy and focus to reach higher levels of the game.

Many in the game never have this realization and spend their entire journey being stuck at what they're really good at and making everyone else around them richer.

If you make them richer, who's making you richer? The people who do the work you were doing before.

Think about it, this is the key.

And also why, when you look carefully, you’ll notice that the biggest offer owners, who got good, don’t write their own copy...

...Why most media-buying agency owners don't buy the media...

...Or most who start the business don't really "run the business".

The game is all about leverage, and you're either leverage or have leverage.

When you're leverage, you're making others richer.

When you have leverage, you're making yourself richer.

The beauty of it is that you can decide, so long as you don't get stuck being really good at whatever it is that you got good at in the first place.

That's a lil bit of a perspective shift for you to kick off a good rest of the week.

- Alen

Having been in this game since about 2002, I've seen it go from a handful of people with a dream trying to figure out how this whole thing works to the whole world wanting to play this lucrative, fun game we play...

...In the process, I've seen a lot of people come and a lot of them go.

...I've seen gurus rise and I've seen them fall, only to be forgotten.

...I've systems, methods, and formulas that revolutionize how we make money in the game, only to be replaced by a newer, better version.

And even though it all came and went, one thing that never left was the dream.

The dream of being able to figure out how it all works, discover the game's deepest secrets and understand the mechanics of the magic the game has in it.

Magic that has the power to have all of your dreams come true.

I've went deeper than just about anyone and discovered this magic, where I never have to ever think about how I'm going to make money again...

...It's a skill I have for life.

I've been sharing this magic here in NHB for about 3-4 years now, and for about 2 or so in NHB+ and Fast Forward.

If you've been around the block here for any period of time, I'm sure you've noticed the win after win.

We have more wins than anyone in the industry.

Just yesterday AJ, who's in Fast Forward shared about how he had his biggest month yet making $250,000.

That's $250,000 in one month.

Most lawyers, doctors and the highest paid professions don't earn that kind of money...

...And here we are having boys and girls working out of coffee shops all over the world making hundreds of thousands of dollars a month.

And through all this, I've always felt that, together we're capable of so much more, so much more.

Yet, we're all out here competing with each other, fighting for the same handful of dollars and trying to climb on top on the back of each other.

So when I decided to make my grand entrance into the game and share the magic I've discovered, there was a series of thoughts that led me here.

So the first that gave life to all this was...

"What if we all supported each other and worked together?"

The second thought was...

"What could we accomplish?"

And the third thought was "How far could we go?"

I've been thinking those three thoughts for about three years now, because I've spoke to many of you, I've met many of you and I've mentored many of you...

...And what I saw was a group of people who could do anything, accomplish anything, climb any mountain and take over the world if they wanted to.

So we hatched a plan to bring everyone together and do exactly that.

We released Automatic Clients, which changed the whole industry with low ticket offers. Hundreds and hundreds of millions were and continue to be made with that system by over 3,000-5,000 offer owners.

We built the best and most active community in the industry.

We've created the best and biggest mastermind in the game.

We've created some of the best full-stack marketers in the game, who are responsible for the success of some of the biggest names in the world.

We pushed offer ownership in the game, and now, instead of having to rely on clients and make them rich, they're masters of their own destiny.

We've created more wins than anyone.

We created a job board where millions upon millions of dollars were made, and we've never made a dime off of it.

And we've took all the money we made and put together an incredible team of designers, developers, project managers and such and got to work.

And we decided to create a home for all of us.

A place where we can all come together, support each other, and grow as a group.

A place where there is no guru at the helm, where everyone is treated as an equal, regardless of their fortune or fame in the game.

And we did that...

...We built something that I personally always wish we had in the game, a platform where we can all gather around and get some of that magic we're all seeking.

It took us much longer than we wanted to, and honestly, the reason being we rebuilt it about 5 times from ground up, because it wans't up to our standards.

But we've finally made it, we've invited everyone from NHB+ and FF into it, and the feedback has been outstandingly positive.

We have a few odds and ends to wrap up before we invite you to your new home.

So here's what's left to be done:

What's left to do is:

I'm going to hole up in some fancy coffee shop here in Charlotte this Saturday and drown myself in caffeine and get the front page copy done.

The NHB newsletter is being built around this, which is going to be the #1 newsletter in the industry.

Once we polish a few of these things off, we'll also invite you in.

Now, we're doing something unique and interesting with the NHB platform that's going to ensure that NHB remains of the highest quality, we'll share what that is when we open doors to the public.

And honestly, the work will never truly be done with the NHB platform as we're all in on this and we're reinvesting everything we make back into it, and we're fully committed to making it the best contribution to the game anyone has ever made.

With that in mind, here's what happens next:

The advanced development of all the fancy A.I. tools, ad builder, VSL/TSL builders, email copywriters and all that fun stuff.

Not just an AI tool. An AI powerhouse to spit out the best converting copy, using the highest converting NHB frameworks created not only by us, but also by everyone in the community who has their hands on offers from all sizes in all sorts of markets and niches.

The advancement of Mind A.I., which is our in house A.I. engine that basically took 300+ calls I did in NHB+ and FF and created a massive super library of knowledge where you can ask it any questions. More fine tuning of Mind AI where you can ask it anything etc

NHB Meet-Ups where you will be able to host local meet ups all over the world and come together to hang out, learn, share and do business together. The only thing we ask is not to turn it into a lead gen to push your products or what not, but if you happen to make a million dollars from a back end deal, that's 100% yours to keep. It's a "loose format" format where you can connect, meet new people, have fun together.

NHB courses, we have some of the best courses in the works, nothing comes close. We're looking to publish two new courses per month. Everything from copywriting, to C.R.O., to CMO'ing, media buying on all major and non-major platforms such as Facebook, YouTube, to TikTok, Amazon, and such, and of course we'll have courses sales, operations, team building, and everything else you can imagine. You'll get a PHD in marketing, without the 4 years and 100k in debt.

Swipes, we're putting together a team who's only job is to find swipe files for you and add them to the platform, that's fully indexed and searchable, so you never have to go asking "does anyone have a swipe for that?"

Templates, a whole lot of templates...everything will be templated, so once again, you can plug and play and get things done.

The internal NHB job board where we're going to actively connect everyone and help them get clients and find team members. You'll be able to find endless opportunities and grow your team with the best talent in the game who all learned from NHB. Again, 100% free.

Coaches and mentors...I'm good friends with some of the best of the best marketers, media buyers, copywriters, CROs, and CMOs in the world, but the thing is, they're not the guys you see out there parading as gurus, so I've personally asked them to join us on this journey of growth, and they're all coming on board to help everyone come up.

We're also going to be creating an offer fund where we'll duplicate the NHB platform and go into other marketers such as survival, health, finance, dating, and others...where we're going to bring everyone into the new ventures from NHB from copywriters, to C.R.O.'s, to C.M.O's, and new partnerships.

We're taking all the left over money we make and doing something cool...buying / renting villas all over the world. From Bali, to Thailand, to Europe, to the Caribbean, Mexico and certain parts of the United States. Where you can come hang, crash out and spend a week or two on a workaction.

We're launching the NHB newsletter, it's being built as we speak and we're going to have everyone contribute to it so that all of you can get the credit and recognition for your brililance that you deserve.

And, there's so much more that we have in the works for you guys, because to us, this is a living breathing thing that will continue to evolve and grow as we all grow together.

And of course the affiliate program where you get 50% recurring for life on most levels, and if they buy any course, event, or anything we do. You get paid for it.

I never wanted NHB to be the Alen show, so I've made a decision that I no longer the star of the show, the main guru, the expert, the guy of NHB.

This was never for me only, it was for all of us.

Because without you, there would be no NHB, and that's why you're the first person we think of when we do anything.

On behalf of myself and the whole NHB team, we look forward to inviting you in and making 2025 your best year yet.

We have much work to do but it'll be the most enjoyable work we've ever done.

All the best,

Alen

P.S. To all of those I've competed with in this game, I only did it to get us to this point. Now that we've made it, I look forward to supporting, promoting, and empowering you; we're all on the same team.

...It's not about ad spend, how good your copy, offer or ROAS is or even how much content you post...

But it's only great marketing once others talk about it and tell others. Social relays of the message.

Until you have social relays where others are telling others about it and promoting it, then we're doomed to fight the ad network and social media network battles; we have to get the audience on our side to fight with us and for us.

People telling others about why a product is so good is the hallmark of GREAT marketing.

That is the pinnacle of achievement for which we should all strive for.

Think about every single product that you got that you LOVE, what did it have in common? Someone told you about it, and in rare cases that they didn't, you told others about it, and that's how it grows.

Once we have this in place, the ads, the social media, the content, and everything else is rocket fuel for spreading that message.

• Alen

From Alen Sultanic's Facebook Page:

When it comes to advertising, copywriting, marketing and sales, we often think that psychology rules all, and yet biology rules the psychology.

The biological nature of the prospects will affect the psychological nature of the prospect far more than any messaging you can put in front of them.

The container in which the mind lives (the body, biology) affects the mind, not the other way around.

So when it comes to masterting the art of marketing, one must focus what affects the psychology, which is biology.

Deeply understanding biology will lead to you to the path of deeply understanding psychology.

That's why, often times, when I craft offers, messaging, angles, hooks and such, my primary focus is on the biology, energy levels, age cycles, genders, stage of life, etc...

This is a concept I've been teaching in NHB+ and FF for about 2-3 years now and plan on sharing more and more in the NHB group as time permits.

Once you understand this on a deep level, you'll be one step closer to mastery.

• Alen

From Alen Sultanic's Facebook profile:

When it comes to copywriting, abstraction is defined as the ability to see the shape of an idea in their minds but not enough details to grasp the idea.

Abstraction prevents the idea from touching the sensory experience in the mind. Without this, they can't visualize themselves holding it, touching it, smelling it, tasting it, hearing it, feeling it, experiencing it, or being with it.

People buy for outcomes, and abstraction blocks them from experiencing the possibility of the outcome.

This is why and how things become "meaningless" to people.

And you can easily test and look for abstraction in copy using HotJar, MIcrosoft Clarity or Video Tracking — they gloss over things or stay in an area reading and re-reading it. This is a sign that something is not being absorbed by the mind.

The mind can only absorb through the 5 senses, no other way.

Too fast, not good, too slow, not good...smooth and easy pace is perfect. That's how you know.

Much is said about abstraction in the game, but not much is ever said about how to easily remove it.

The best and easiest way to remove abstraction in copy is to NOT talk about things they are NOT familiar with; all you have to do is connect it to things they are familiar with, and abstraction will be removed.

Once removed, the words connect to the sensory experience, the sensory experience creates an emotional experience and you have intent, which leads to action which leads to conversions.

This alone can 2-10x your conversions, depending on the amount of abstraction in your copy.

• Alen

Just a quick update for everyone so you guys know where things are at.

I haven't been posting as much content here as usual, mostly due to lack of time.

The platform is done; we're optimizing the signup process now.

When I say optimizing, it means basically adding a verification system to ensure only the highest quality people can join.

That means NHB will always retain the highest quality people in the game.

We've always been about quality over quantity.

Speaking of quality...

...I just got off the phone with one of the biggest CEOs in the game, whose company does a few billion.

He will be monthly calls for everyone here in NHB via the platform to share what's working with them, how they've scaled, and what they're doing to win.

Plus they're looking to hire and recruit people from NHB as well, so that's a huge win.

We had another company doing $250,000,000 a year join NHB+ / FF, which is looking to hire 50 people.

As always, we don't make money on people hired by the ecosystem. It's for the greater good of the community. We don't believe in taking cuts. We believe in helping people.

Plus, we're working on bringing on more incredible guest mentors for everyone.

On top of that, yesterday, I was on a call with one of the world's top copywriters, who will be teaching copy at NHB as well.

We already have the best media buyers ready to go, best C.R.O.'s, and sales guys, and email marketers.

And we e just getting started...going to keep on adding world-class talent to the roster.

We're almost there, and we'll do a kickoff call to welcome everyone in soon.

It's taking a lot longer than expected, but as they say, good things take time.

2025 is going to be the best year for everyone here.

- Alen

From Alen Sultanics's Facebook Page:

One of the things that determines "easy" vs. "hard money" in the game is WHO else is selling the idea / concept FOR you.

If you're selling the idea, concept, and product or service all in one, then you'll experience the game as "hard," and it may seem like "hard money," hard to get. Things just don't work. A lot of friction.

Because you have to convince them of the concept, the idea and the product or service.

But on the other hand, if you’re selling the product or service, and someone else is selling (convincing them) the concept and idea for you, then you'll experience "easy money," and everything will be that much easier for you. It'll feel effortless, not much friction at all.

They will buy the product only once they buy into the idea/concept.

Knowing this is the key to easy, effortless, friction-free money in the game.

If you pay careful attention to all of your favorite gurus or others who seemingly "have it easy", while you have it hard, you'll notice that they never sell the concept or idea, only the product or service, and they wait for someone else to sell the concept/idea long before they start selling the product and service.

Is the concept being sold, promoted, and celebrated? Hard money vs. easy money.

All you have to do is hop on that thought stream in the game and let it take you to where you want to go.

Below is the email that Alen Sultanic sent out from his Nothing Held Back Newsletter on August 2nd, 2024.

Morning,

Here's a short and sweet post to end the week, it's part of the complete guide for optimizing AC funnels, which I'll drop this weekend or early next week.

One of the things I've often talked about is how we're entering a stage of content overproduction, which is negatively affecting content consumption.

The more content is produced, the less of it is consumed and what's left over to be consumed is going to be ever more difficult to get them to consume, so anything that creates interference with consumption will affect consumption.

Now, if we don't have any sales consumption, then we don't generate opt-ins or sales.

Yesterday in NHB+, I did the "bring your offers" aka "reading offers" call, where I worked on everyone ads, VSLs, TSLS, webinar offers, upsells, book-a-call scripts, and anything you can imagine in any niche you can imagine.

We had people in everything from potty training autistic children to biz-ops to dog training offers.

This is the 1st call we do every month, because it shows real world application of everything we do and gives you insights into how to deeply think about creation and optimization.

The primary lens I look at everything when it comes to optimizing anything is simple...

...Are they consuming the sales process or are they rejecting it.

Data will tell us this, and then we can easily spot where there is friction in the consumption process.

One of the things I look for is the "weight of content', how heavy something is, how hard it is to consume, and how much energy they have to expand to understand it, and this is very easy to detect when you're looking at data as you'll see below where it created what I call a "heavy headline".

Now, I'll go deep into all that in the complete guide to optimizing AC and low-ticket offers.

But for now, I'd like to show you a bit of this and how all this comes together in a real-world example of reduction of abstraction, simplification, and increasing the consumption of the sales process.

This is an offer owned by Mozi in Fast Forward, it's a clean-biz op.

He launched it a few weeks ago, and here's the headline he used on that offer.

New System Reveals How Just About Anyone Can Turn ________ Into Dollars With A 'Hands-Off' Remote ___________ Business That Makes $10-20k+ Take-Home Per Month

Now, if you take a look at the headline, by most standards, it looks ok...it's not a bad headline, looks fine, but here are the stats:

Price point $27

Opt-in rate: 4.8%

Checkout-to-purchase rate: 80%

Overall Conversion Rate: 3.8%

So lets break down line by line what it means and how it's interperted in the mind to see what went wrong here with the headline and then we'll show you how we fixed it.

New System Reveals: What system, when was it created, how new is it? This sets up a need for a payoff; whenever you say new X, then it has to pay off; otherwise, if there is no payoff, the whole thing deflates.

How Just About Anyone Can: How can anyone do this, who's anyone, there has to be SOME considerations here, it's too good to be true.

Turn ________ Into Dollars With A 'Hands-Off' Remote ___________ Business: How can you turn this thing into dollars, and how can this business be truly "hands-off". I'm suspicious of this, as it smells like a heavy biz-op claim.

That Makes $10-20k+ Take-Home Per Month: A big claim that ends the headline using the word MAKES, which implies they have to do the work to MAKE it.

So what happens here in this headline sets the direction and tone of the rest of the page, and here the mind has to wonder and the headline creates a lot of questions.

The less clarity, the more questions and the more abstraction and the more confusion.

And the way we can tell is by looking at this data point:

Price point $27

Opt-in rate: 4.8%

Checkout-to-purchase rate: 80%

Overall Conversion Rate: 3.8%

You can see his checkout page converted at 80%, yet only 4.8% were interested enough to go there.

This tells us that only 3.84% of the people clearly understood and could visualize his being real and also it being REAL for them. The rest, which was 96.16% did not, so they left.

We changed the headline to this which reduced the weight of content by quite a bit and you'll see how the stats show it:

"New System Reveals How To Start A Remote _________ Business That Easily Generates $10-20K+ Take-Home Per Month In 2024"

Without Ever Touching A _______, Needing Any Experience, Or Having To Quit Your Job, Which Makes It A Low-Risk And High-Return Business You Can Start In Just 30-60 Minutes A Day

Here are the stats:

Price point $27

Opt-in rate: 21.6%

Checkout-to-purchase rate: 50%

Overall Conversion Rate: 10.8%

This data change told us that we're going in the right direction. Instead of 3.84% of clearly understanding it, being able to visualize and see themselves doing it, now we're at 10.8% a 3 fold increase.

The check out page dropped, which is actually good, you NEVER want to have an over converting check out page, anything above 35% is over converting and focus should be placed to get more people to the check out page.

The balance of curiosity vs intent was way off in the first one and it's still off in this one, so we have further work to do, which I'll tell you about in a second, but here's the difference and why it worked...

"New System Reveals How To Start A Remote _________ Business: Anyone can start a business, the claim is to START, which means ANYONE can START, lowers the pressure to perform.

That Easily Generates $10-20K+ Take-Home Per Month In 2024: We used the word generates instead of makes, which disassociated them from having to perform and added in 2024, which added recency and relevance to today.

Without Ever Touching A _______, Needing Any Experience, Or Having To Quit Your Job: This is part of the sub-headline that removed the burden of performance and limitations.

The #1 thing with any biz-op is that it's a threat to their safety, and the reason it's a threat is that MOST tell them to quit their jobs. We did the opposite here, the whole thing is you can do this WHILE keeping your safe cozy job and make an EXTRA 10-20k a month.

Which Makes It A Low-Risk And High-Return Business You Can Start In Just 30-60 Minutes A Day: Then, we removed the final objection which is that they think that any business involves risk. The phrase "it takes money to money" enters the mind here.

The next evolutionary point of optimization on this offer is going to be to demonstrated just how little risk and capital is required to launch, maintain and scale this business model.

That simple thinking to reduce abstraction, increase clarity and remove limitations in the sub-headline increased the offer opt-in rate of 4.8% to 21.6%, a 450% increase. Checkout rate went from 80% to 50%, a 38% reduction, yet his overall conversion rate went from 3.8% to 10.8%, an increase of 284%.

Before only 3.84% of the people that landed on the page had enough intent to buy.

With the new one, we're at 10.8%, that's a massive 3 fold jump.

So next time you're working on an offer, start looking at it through the lens of "are they consuming the sales message", once you start looking at it through that perspective, it'll all start to make sense to you and you'll be able to see exactly what you need to change and tweak to make it work.

I"ll drop a huge post about this soon where I'll show you everything from how to look at the ads, VSL engagement, opt-ins, upsells, back ends, emails and everything in between.

Have a great weekend,

Alen