How To Make $100K A Day With VSLs In 2023 | Peter Kell Interview

Summary

In this insightful transcript, marketing legend Peter Cal shares his journey and strategies in the direct response space, particularly focusing on the power of Video Sales Letters (VSLs). Peter, who has achieved massive success with his skincare brand and as a VSL master, emphasizes the importance of storytelling, authority figures, and high-quality production in crafting compelling VSLs. He discusses the concept of 'doubling your high score' in advertising, which involves continually refining and scaling successful campaigns. Peter also highlights the significance of surrounding oneself with successful individuals to elevate one's own performance and the use of platforms like Double Your High Score to learn from and connect with other high-achieving marketers. His narrative is a blend of personal experience, practical advice, and motivational insights, aiming to inspire others to master the art of VSLs and achieve financial and personal freedom.

Takeaways

• 🚀 **Mastering VSLs**: Peter Cal emphasizes the importance of mastering video sales letters (VSLs) as a key to transforming one's life and business, highlighting his journey from zero to a significant figure in the e-commerce space.
• 💡 **Niche Selection**: He discusses the strategy of entering niches with existing big players as a sign of a thriving market, rather than seeing them as competition, which is a green light for growth.
• 🎯 **Direct Response Marketing**: Peter shares his expertise in direct response marketing, explaining how to create ads that sell by playing directly to the viewer's desires and needs.
• 📈 **Scaling Strategies**: He talks about the potential for infinite scale with the right product and marketing approach, particularly leveraging online advertising platforms like YouTube and Facebook.
• 📊 **Measuring Success**: Peter mentions the significance of achieving a high return on investment (ROI) on day one of a campaign, which is crucial for the sustainability and growth of a business.
• 🛠️ **Refining the Craft**: Through his experience at Mindvalley, he speaks about the process of continuous refinement and mastering the art of VSLs, which involves creating numerous campaigns and learning from each one.
• 🧐 **Market Research**: He highlights the use of platforms like YouTube for market research, understanding customer pain points, and finding inspiration for ad campaigns by observing what resonates with the audience.
• 📚 **Learning from Others**: Peter stresses the value of learning from successful campaigns by rewriting and studying the elements that make them successful, rather than trying to reinvent the wheel.
• 🤝 **Building Relationships**: He shares his approach to partnerships, which involves finding experts with unfinished stories and helping them bring their products to market, creating a win-win situation.
• 🌟 **Authority Figures**: The script underlines the importance of having an authority figure or a relatable personality in VSLs to establish trust and credibility with the audience.
• 📉 **Handling Failures**: Peter discusses the reality of some VSLs not working out as expected and the need to quickly move on to the next strategy without overinvesting in unsuccessful campaigns.

Q & A

What is Peter Cal's area of expertise?

Peter Cal is a master of ESL (Electronic Sales Letters) and a legend in the direct response space. He has experience in building VSLs (Video Sales Letters) and has co-founded an eight-figure e-commerce brand.

What is the significance of competition in Peter Cal's business strategy?

Peter Cal views competition as a positive signal. He believes that the presence of rich, established brands in a niche indicates potential for growth and success, and he is more likely to enter a niche that has strong competition.

How does Peter Cal approach the creation of a successful VSL?

Peter Cal emphasizes the importance of having an authority figure, a proven niche, world-class video production, and a compelling story that captures attention. He also focuses on creating ads that play directly to the viewer, requiring no additional action from them.

What is the concept of 'green light' and 'red light' in Peter Cal's perspective?

In Peter Cal's view, a thriving market with competition is a 'green light', indicating a good opportunity. A market with little to no competition, which he refers to as a 'ghost town', is a 'red light', signaling that he would avoid it.

How did Peter Cal transition from affiliate marketing to building his own brand?

Peter Cal realized that affiliate marketing was a hamster wheel and decided to pivot. He started his own skincare brand, which eventually grew to a significant size. He then sold the company and met Vision, the founder of Mindvalley, which led to a partnership and the opening of a VSL division within Mindvalley.

What is the role of storytelling in Peter Cal's marketing strategy?

Storytelling is a crucial part of Peter Cal's marketing strategy. He believes in finding and completing half-told stories of experts to create compelling VSLs that can captivate an audience and drive sales.

How does Peter Cal feel about the use of aggressive or manipulative advertising?

Peter Cal is against aggressive or manipulative advertising techniques. He believes that making customers feel insecure or fearful can lead to negative associations with the brand and deter repeat business.

What is the key to creating a successful brand according to Peter Cal?

According to Peter Cal, a successful brand is one that customers want to buy from again and refer to their friends. It's about delivering an excellent experience and product that meets the customer's needs and promises.

How does Peter Cal define the 'weight of the sale' in the context of VSLs?

The 'weight of the sale' refers to the VSL flow or the structured narrative that guides a viewer from being a stranger to saying 'Shut Up And Take My Money'. It involves a sequence starting with a hook, followed by a story that addresses the root cause of the problem, and culminating in a solution that the customer can purchase.

What is the importance of an 'authority figure' in a VSL?

An authority figure is essential in a VSL because they command attention and trust. They are individuals worth listening to on a particular topic, which can range from experts who have switched fields to solve problems more effectively, to celebrities with personal experiences related to the product.

How does Peter Cal approach the process of creating a new VSL?

Peter Cal's process involves creating a 'treasure map' or a structured flow for the VSL. He looks at the product, the story, and determines the need for an authority figure. Then, he refers to his 'VSL Flow Bible', a collection of successful campaign structures, to find a suitable template or 'treasure map' to follow for the new VSL.

What advice does Peter Cal give for someone looking to excel in the field of VSLs?

Peter Cal advises getting a media buying job at a successful company, where one can learn the ropes and gain experience. He also emphasizes the importance of surrounding oneself with successful people, as they can provide valuable insights and inspiration.

Outlines

00:00

🚀 Introduction to Peter Cal: Direct Response Marketing Legend

The paragraph introduces Peter Cal as a legend in the direct response marketing space, particularly skilled in ESL (Ecommerce Sales Letter). Peter is associated with Mindvalley, a significant company in the industry, and is recognized for his ability to build brands from scratch to significant figures. The speaker expresses admiration for Peter's achievements and sets the stage for a discussion on marketing strategies and the impact of VSLs (Video Sales Letters).

05:02

🌟 Success Stories and the Power of VSLs

This paragraph delves into the success stories Peter has been part of, including the growth of an eight-figure e-commerce brand. It highlights the speaker's aspirations to inspire others and the importance of competition in the market. The narrative emphasizes the effectiveness of VSLs in reigniting interest in products and the desire to constantly innovate and improve marketing strategies.

10:02

📈 Pivoting from Affiliate Marketing to Owning a Brand

The speaker shares his personal journey from affiliate marketing to owning a skincare brand, which grew exponentially. He discusses the limitations of affiliate marketing and the decision to pivot to a more sustainable and fulfilling business model. The paragraph also covers the importance of finding the right niche and the excitement of being part of a thriving market.

15:03

🎬 The Art of Crafting VSLs and the Role of Authority Figures

This section focuses on the process of creating effective VSLs, emphasizing the need for a compelling narrative and an authority figure to lend credibility. It discusses the speaker's experience in making VSLs for Mindvalley and the importance of continuous learning and refinement. The paragraph also touches on the concept of mastering the art of VSLs to achieve significant marketing success.

20:05

The paragraph discusses the strategy behind selecting products to focus on for VSL campaigns. It highlights the importance of identifying top-selling products and building upon their success. The speaker shares insights into understanding market trends and leveraging the popularity of existing products to create effective marketing campaigns.

25:06

📚 The VSL Process and Leveraging Expertise

The speaker details the process of developing a VSL, from identifying the problem and solution to crafting a compelling story around an authority figure. The paragraph emphasizes the importance of finding experts with unfinished stories and completing them through product development. It also discusses the potential for building a portfolio of successful brands by replicating this process across similar niches.

30:09

🤖 AI and the Future of VSL Creation

This section explores the use of AI in enhancing the VSL creation process. The speaker mentions that while they have achieved success without AI, they are exploring its potential to increase efficiency and output. The paragraph discusses the ongoing experimentation with AI tools and the goal of leveraging technology to improve the VSL creation process.

35:09

📉 Dealing with Unsuccessful VSLs and Learning from Failure

The speaker addresses the reality of unsuccessful VSLs and the importance of moving on quickly when a campaign does not work out. The paragraph discusses the approach of treating unsuccessful VSLs as a learning experience and focusing on the next strategy. It also touches on the importance of testing different hooks and variations to find what resonates with the audience.

40:11

🔄 Repurposing Winning VSLs and Scaling Success

This paragraph discusses strategies for getting the most out of successful VSLs, including creating variations and hooks to keep the campaign fresh and engaging. The speaker shares tactics for sustaining a winning campaign and the importance of identifying and replicating what works. The paragraph also covers the use of tools like the Lead Bible to generate multiple variations of successful VSLs.

45:11

🌈 The Impact of Personal Stories and Relatability in Marketing

The speaker highlights the power of personal stories and relatability in marketing, discussing how real-life experiences can be leveraged to create compelling VSLs. The paragraph explores the use of stories from real people, like actors or experts, to add authenticity and emotional depth to marketing campaigns. It also touches on the importance of finding the right spokesperson for a VSL.

50:12

📈 The Philosophy of Excellence and Doubling High Scores

The final paragraph focuses on the speaker's philosophy of striving for excellence and the concept of 'doubling your high score.' The speaker shares their personal journey and the realization that focusing on doubling their highest earnings rather than a fixed income goal led to greater success. The paragraph concludes with an invitation to join the speaker's community and learn from their experiences and strategies.

Keywords

💡Direct Response

Direct response is a marketing strategy where the goal is to elicit an immediate response from consumers, typically through advertising. In the video, Peter Cal is described as a master of direct response, particularly in the context of ESL (Electronic Sales Letters), which are a form of online advertising designed to generate an immediate sale.

💡ESL (Electronic Sales Letters)

Electronic Sales Letters (ESL) are persuasive online advertisements that aim to convince readers to take immediate action, usually to purchase a product or service. Peter Cal is portrayed as a legend in the direct response space, with a significant focus on mastering ESL to build successful marketing campaigns.

💡VSL (Video Sales Letter)

A Video Sales Letter (VSL) is a video format of an Electronic Sales Letter, designed to sell a product or service by combining storytelling with a sales pitch. In the script, VSLs are a central theme, with Peter discussing his success in creating high-converting VSLs for various products and brands.

💡Mindvalley

Mindvalley is a company mentioned in the script that focuses on creating educational content and personal growth products. Peter Cal is associated with Mindvalley, where he has helped build VSLs and has been instrumental in their growth and success.

💡E-commerce Brands

E-commerce refers to the buying and selling of goods or services using the internet, and an e-commerce brand is a business that operates primarily or exclusively online. Peter Cal co-founded an eight-figure e-commerce brand, Heald, which grew from zero to $40 million a year, highlighting his expertise in building and scaling online businesses.

💡Affiliate Marketing

Affiliate marketing is a performance-based marketing strategy where an individual or company earns a commission for promoting another company's products. Peter Cal discusses his transition from affiliate marketing to creating his own brand, indicating a shift from promoting others' products to selling his own.

💡Branding

Branding is the process of creating a unique name, symbol, or design that identifies and differentiates a product or service from others. The script emphasizes the importance of branding in creating a customer experience that leads to repeat purchases and word-of-mouth referrals.

💡Authority Figure

An authority figure is an expert or a person with a high level of knowledge and experience in a particular field. In the context of the video, Peter Cal discusses the importance of having an authority figure in a VSL to gain attention and credibility, which is crucial for the success of a marketing campaign.

💡High Conversion

High conversion refers to a high percentage of consumers who take the desired action, such as making a purchase, after being exposed to an advertisement or marketing campaign. Peter emphasizes the goal of creating VSLs with high conversion rates as a measure of their effectiveness.

💡Profitability

Profitability is the ability to generate income or profits from a business or investment. In the script, Peter Cal talks about the importance of being profitable from day one with advertising campaigns, which is a key principle in his approach to media buying and campaign management.

💡ROI (Return on Investment)

Return on Investment (ROI) is a financial metric used to evaluate the efficiency of an investment or compare the efficiency of different investments. Peter discusses the importance of maintaining a high ROI on advertising campaigns, indicating that successful campaigns should yield significant profits relative to their costs.

Highlights

Peter Cal is a master of direct response marketing and ESL (Electronic Selling Letter), having achieved significant success in the space.

Cal is currently with Mindvalley, a nine-figure company, where he helps build high-converting VSLs (Video Sales Letters).

He co-founded an eight-figure e-commerce brand called Healed, which grew from zero to 40 million dollars in annual revenue within 12 months.

Cal emphasizes the importance of competition and views it as an abundance of opportunity rather than a challenge.

His approach to marketing involves seeking out niches with rich competition, which he sees as a sign of a thriving market.

Cal shares his journey of transitioning from affiliate marketing to creating his own brand, which led to his significant growth and success.

He discusses the power of VSLs in direct response marketing and how they can lead to life-changing experiences for those who master them.

Cal's partnership with Mindvalley allowed him to open a VSL division and leverage the company's authority, niche, and production quality for massive growth.

He stresses the significance of day one profitability in advertising, drawing from his experience as an affiliate marketer.

Cal highlights the value of high-converting, brand-friendly advertising over aggressive or manipulative tactics.

He shares his process for creating effective VSLs, which includes reverse engineering successful campaigns and focusing on storytelling.

Cal emphasizes the importance of finding and cultivating authority figures to enhance the effectiveness of VSLs.

He discusses the concept of 'fascination' as a positive and brand-friendly way to capture attention in advertising.

Cal's success with Mindvalley's Silver VSL, which became one of the biggest BSLs (Big Sales Letters) on the planet.

His current mission is to train and inspire others to achieve similar success in the marketing space, aiming to create more 'masters' in the field.

Cal provides insights into selecting products to focus on in VSL campaigns, suggesting starting with a company's best-selling products.

He shares his process for creating hooks and variations for successful VSLs using tools like the Lead Bible to maintain campaign effectiveness over time.

Cal discusses the use of real-life stories and YouTube research to find compelling angles for VSLs, emphasizing the importance of authenticity in marketing.

He talks about the effectiveness of having an attractive character or spokesperson in VSLs to connect with the audience on a personal level.

Cal's perspective on the use of AI and other tools in the VSL creation process, noting that while they can be helpful, the core principles of storytelling and connection remain key.

Transcripts

Hello Alex varatov here today we have

the one and only Peter Cal this guy is a

legend in the direct response space

master of ESL he's currently with mind

Wally massive massive like nine figure

company helping them to to build like

vsl the pod that's what we will talk

about and also

um skilled was co-founded the eight

figure e-commerce Brands healed from

zero to 40 million dollars a year

um so the amount of many achievements

12 months the amount of many

achievements

man I mean

what what else if you can wish for you

know it's like build sold

do what you like there's only one more

thing I could wish for and that is to

have so many more Masters coming up in

this game and experiencing the

life-changing power of vsls that's the

only thing I could wish for now it's ten

thousand gangsters who are crushing bsls

with more competition or your your

abundance yeah I know you're abundance

guy

hey there is no competition bro there is

the viewer in my video and today there's

the the people who are looking at my ad

and there's the video and it's did my

video sell them or not there's nobody

else in the in the in the equation there

bro I'm So Pro competition it's insane I

mean I will not go into a niche unless

there are some rich [ __ ]

playing in that Niche right the more

nine figure Brands there are the more

likely I am to become a nine figure

brand

[Music]

um

the less the less of winning people the

more dead people I see that's what I see

they're dead bodies everywhere when

there's nobody around it's a it's a it's

like you're telling me this is a ghost

town Niche I don't want to go to a ghost

town you're telling me there's this Lake

but everything around the lake is dead

there's probably some [ __ ] in the

lake I'm not going to drink from that

water I want to go to the river where

there's a but there's a huge forest and

flooring animals all around thriving I

want to be in a thriving Pond the

competition saturation you don't care

about any of that

I care about it that's a green light

everybody else is a red light to me

that's the green light

holy sh I mean think about this think

about how many products you've got

you've bought you've been so stoked on

and then you just fell off the wagon

right it takes somebody else to come up

with a gangster ass ad to be like oh

yeah I need to get back on the

affirmation wagon the fitness wagon the

weight loss wagon this they're on

they're off they're on they're off I

mean if you just fall off you pick them

back on they're like yeah I'll try this

guy I haven't tried them yet

right kind of what's different about

your product what's different about the

product we haven't tried my product yeah

that's what's different about it

my man so uh since we last shot it so

one of the last shot at I don't remember

when you already were um at the um

um was was mind volley I think I think

you were

um yeah what changed I think it was 2021

2022 we had the last call a lot of

people loved it uh how's things evolved

since we last chatted

right so I'll pick it back up from the

start right again six years ago I

discovered that vsls were pretty much

the only activity I needed to master in

order to actually transform my life

practice the [ __ ] out of it for a long

time ended up going zero to 40 billion

on my own skin care brand after I you

know got sick of the affiliate game and

realized that was kind of a hamster

wheel and I was just in the wrong game

you know it's amazing it's like anything

you know it's amazing until it's not

right and then it really sucks balls

when you're an affiliate you're getting

your stuff ripped off left and right and

you just know it's a hamster wheel it

needs to end so I was finally discovered

how to Pivot to starting to eat my own

brand that I owned got a real

dermatologist it exploded I sold the

company when traveling around all over

the world to all these different places

Costa Rica Sweden

um and then in Croatia I met Vision who

was the founder of Mind ballot and he

was talking about webinars and his

webinars were getting wrecked and I was

ready and I told them you know hey vsl's

beat webinars all day long you know this

is an ad that plays direct and feed

there's nothing better better than the

ad that plays direct and feed because

there's nothing else the viewer has to

do they just watch it until they're

threaded to buy so I partnered with them

we struck a deal and I opened the vsl

division within mine Valley now this was

like one of the biggest playgrounds on

the entire planet right because for a

vsl to go nuclear you need a few things

you need an authority figure who's worth

listening to because step one is getting

attention right you need a proven Niche

you need a proven Niche that's big it

can go it could go batshit nuclear also

on top of that and then you need

world-class I like world-class video

production and my values all about that

right and then the course the bonus was

they were selling courses which could go

infinite scale you could just hit the

worldwide English speaking button on

YouTube ads and Facebook ads and you can

just scale real real big with unlimited

cap so this was a playground for me

right I was looking at my chops I moved

into vision's basement and stayed in

Estonia for six months and that's when I

talked to you I was grinding out making

campaign after camping campaign after

campaign I made 32 vsls last year for

mind value full length different

products 30 minutes long right we've

created a chop shop house and we just

continued to refine and master the art

of vsls and it was it was incredible it

was the best Learning lesson of my life

and then what happened was one of the

vsls became the biggest BSL on the

planet which was the Silver vso if you

go on vids out right now video longer

than 10 minutes and you hit the [ __ ]

most viewed in the last 30 days you're

gonna see

bide Valley our your homeboy right here

you're gonna see our [ __ ] ads right

at the top of the leaderboards for

biggest campaigns on YouTube

um which was real cool you know which

was real real amazing it felt incredible

right because my whole last 10 years

I've been dreaming about just being one

of the best marketers on the planet and

then it happened

and that was an incredible incredible

experience do you feel like

the same principles that have allowed

you to succeed and do extremely well in

that role in that department do you feel

like the same principles could be

applied by I don't know like small like

seven figure brand or do you think it's

kind of reserved for special kind of

like brands that already have tons of

momentum

no I mean skin care brand you know brand

new zero to 40 and 12 months already

figured this answer out absolutely not

you can absolutely crank this whole

thing you can absolutely crank it out

and there's a lot of strategy to it you

know after mine Valley's ad became

number one there was this big

celebration and then I just so happened

to come across a quote right a quote

that said the master is not the one

who's the best in the world the Master's

the one who trains the most Masters and

makes the most Masters

so I was getting to this point

I was getting this point where it's like

I want to be the best in the world but I

think the best in the world really

doesn't mean I have the number one ad in

the world I think it means my goddamn

students have the most amount of

campaigns the biggest biggest ads of the

planet right so that's I started

pivoting to like how do I how do I help

inspire people and get them on track and

get them in the right game so that they

can build brands that can they can sell

and have these amazing experiences right

which is why we're taking this call too

you know try to level everybody up

so my man

on that question that you just mentioned

is can seven figure guys do it right one

of the key things that they have to do

is learn how to reverse engineer these

huge stories because the situation

they're probably in is maybe they just

have a product

right maybe they just have an econ

product they don't have a story they

don't have an authority figure they

don't have any of this kind of high

production stuff and they don't have any

friends who are doing these big moves

either right all their friends are doing

kind of you know five figure a day moves

and not trying to get the six figure a

day moves right or they don't have

they're not surrounded they're not

there's a there's another great quote

which is like like uh all the financial

problems you're experiencing is because

you're not hanging out with Rich enough

[ __ ] friends that's like another cool

quote that I heard lately so just like I

think they're they distinction need to

be made or kind of like some more like

explanation because a lot of people from

you know from what I talk to them they

kind of like see it this way all right

you know I have my website which is

branded which is like colorful it's like

beautiful like colorful yeah it's

beautiful colorful like branded like

branded feel like and and like all of

the like refined photos and [ __ ] like

that and then there's like vsl it's for

aggressive Affiliates selling sketchy

products or you know or something that's

like so there is a direct response and

it's there right and there is this like

brand that kind of like approach on one

on the other side right

whereas

you know like for example the uh the

Gantry MD you know what you've done with

your brand you know the the big big

companies they managed to combine both

you know where there is a branded

approach there's nice nice packaging

good product right but at the same time

the selling mechanisms that a lot of

these companies go through from like

zero to eight figures like nine figures

in a very short period of time because

of the you know High conversion High

average sugar value because of the

selling mechanism that vsl carries so

how would you convert someone who is

believer

in a branding in a in a colorful kind of

like sense yeah color how would you try

yeah

colorful website okay a brand is someone

you want to buy from again

that's the difference between drop

shippers and brands

if it takes me three weeks to get the

product I don't want to buy it from you

again that's why it's not a brand

right if the product is and you and you

skipped out on the margins to save

margins I don't want to buy from you

again

the package sucks maybe I'll buy from

you again I don't really care all I care

is that the what the thing I think I

bought is going to get the results I got

promised then I'll buy from you again

right that the website doesn't matter

right it does matter but it really

doesn't matter okay all that matters is

if they want to buy from you again

so two equations right one getting as

much customers in the door as possible

which is what affiliate marketing and

Drop Shipping is really all about right

like mastering the cold traffic thing

and the what the difference between a

brand and this was so crazy because I

didn't know this as an affiliate I was

just front-end guy a brand is just they

love the experience and they want to buy

from you again right an even better

brand is they love the experience and

they want to tell their friends to go

buy from you again and you experience

this life-changing magic of Word of

Mouth in repeat customers that you

didn't have to force click rebuild on

right so there's there's a lot of

there's so there's some really really

important pieces that have to be figured

out when it comes to

advertising as a brand right and this

this was a lot of lessons that I learned

because there's a way to do what I call

Douchebag advertising

and then there's a way to do brand

friendly advertising

advertising that's a good one

right

I put it you know it's you know it's a

really douchey way to sell somebody on

stuff you know I remember selling uh

uh I remember selling to women over 40

and at one point because they teach you

to like take the dagger and stab them

and twist the knife to like get them

real in pain so they can buy but then I

was like why am I stabbing like my mom I

feel like I'm advertising my mother here

why do I like pulling out a knife and

stabbing people do you see do you see

there's like douchebag kind of like

advertising where there is just like too

much like um

manipulation would you say and also at

the same time different way to go about

this or do you still have to kind of

like like what what do you see like from

your perspective like is there like a

limit to how much you kind of like to

watch to what level you twist the knife

you know what I mean from from what you

just said

right so I first learned this lesson

from a woman who started a company

called cancer right and she was in the

non-profit raising company and the

non-profits the Charities you know for

the starving kids in Africa these are

the guys who really learned this lesson

the hard way right because she told me a

story about some guy who was traveling

around and trying to raise money for

starving kids in Africa and he would

pull up these [ __ ] starving photos

and pull them in front of your face and

be like look at these dying kids you

[ __ ] and you're buying stupid

Gucci shoes and you're not investing in

these kids like giving somebody for

these kids and they would just guilt

trip you and like really make you feel

like an [ __ ] in order to get them to

buy and they would buy right they would

buy guilt-tripping but but then there

was a problem right the next time that

they saw that guy they would run away

from the guy because they knew this guy

was gonna put crying kids in front of

them they Associated all of these

painful emotions to the person who was

raising money so even though he got the

sale up front he thought that this was

the highest way to convert people was to

shove dying kids in front of people's

faces right they didn't want to ever see

him again because they just Associated

pain with the guy's face the customers

didn't really know this right they kind

of knew it like oh this guy's gonna show

me crying people this is gonna suck I

don't want to talk to you but

this was like an unconscious Association

and the same thing happens when you do

douchebag advertising right when you're

coming after women and calling them old

or things like that and you're and

you're really stabbing emotional and

you're hitting them with fear and being

terrified that their husband's gonna

leave for somebody else who like doing

these sort of emotional daggers that

really really make people so insecure

advertisers have no idea how that kind

of emotional pain leaves the person

after they buy

they associate pay with your brand

they're never going to want to buy again

and you're just crippling the person

later on you know they're so insecure

after you're done advertising with them

wow so what is the alternative way

what is the alternative way if this was

such a magical moment for me because I

was like this is the dark side stuff

this is like dark side of the force

laser beams yeah my finger right like is

there even anything more powerful than

this right there's a lot of a lot of

Affiliates are miserable right there's

some a lot of great people but also a

lot of them are miserable because they

don't feel good you know selling the

product they're selling

at least that's my perspective I know

questions

100 this is a shout out to say to

everyone who doesn't feel good about

their products that they're selling

there is a way to sell don't bash

there's a way to make more money hmm

selling even cooler products right in my

Valley is proof because I was up against

all of these supplement Brands all of

these guys who are cheating out on

margins and and I had digital products

and I was like I want to be the best in

the world but I don't want to be the

best in the world selling [ __ ] I

want to sell if I'm going to go full on

right if I'm going to go full on

production vsl and try to double the

most amount of money I've ever made in a

month which is the only thing you should

be focusing on as a media buyer doubling

your high score then I'm gonna go full

on here I'm gonna have a real brand that

people want to buy together with fast

shipping times three to five days with

world-class production and I'm gonna

deliver just the best thing ever and

mine Valley became one of the biggest

and if you look at the introduction of

Mindvalley

the opposite here I'll ask you a

question Alex uh what's the opposite so

you can either hook people's attention

with like a car crash you know because

people can't look away from a car crash

yeah you're like you're hooking their

attention with like fear right or

Central like scariest

what's the opposite of that what's the

polar opposite of that something

fascinating inspiring

you nailed it bro

fascination

fascination

Fascination it is the little kid who is

staring at the ladybug completely

captivated into the ground right

complete Fascination is a positive

brand-friendly way to grab attention and

to hook emotions and if you look at the

self of ESL

that's a Fascination hook it's a story

about Helen Hansel who was able to win

any competition until she took part in

she basically won trips to Paris boats

and houses all because she studied from

this guy Jose Silva really there's not a

whole lot right you crack one brand

friendly vsl inspire people to sign up

for your products next thing you know

you got a quarter million buyers list

ideas sells kind of like the you need to

be profitable like day one first

acquisition or the more just to get

people into ecosystem and then you know

kind of like where do you see yourself

and for you specifically what what are

you aiming for bro I hate that ecosystem

long-term stuff

I'm like every time I'm like that is the

laziest excuse uh how about this your

ads suck that's why you're not getting

an Roi right the video it sucks balls

but no so I what so I'm all about day

one advertising and it's not because

that was like a secret that I learned it

was because I was an affiliate and

that's all I had and I had investors and

they would kill me if I wasn't

profitable on day one right they would

take me to the back and beat me with a

baseball bat if I didn't figure out how

to make Roi on day one right because

that was it that's all I had right so

for the first three years my training

was just how do I grab attention and

what's the most profitable way to sell

an e-commerce product on Facebook day

one because I didn't get a list there

was no buyer there was nothing I had

nothing besides for how much money I

made today and how much money I spent

today that was it so I trained in the

Deep ends and I trained across dozens of

e-commerce products flood installs

pillows bed sheets TV antennas every

supplement you could think of nerve type

2 diabetes weight loss you know

testosterone every supplement you could

think of

um and uh

a ton of other ones rape whistles I've

drawn ones I've sold a lot of drones

right with vs cells it's weird there's

the two ways you can

you get nothing they either read it or

they

or right

reading and watching is going anywhere

right

so a vsl is just the end there's it's

not a shiny object syndrome it's just

the most important thing the 80 20

inside of the 80 20 Facebook Google

knows everything about everybody on the

planet they know how to serve the right

they know how to serve your ad to the

right person and the reason that you're

not getting sales is because your ads

suck balls on the Tactical level

um let's get into like taxes people love

tactics so

okay let's say let's let's kind of like

let's make like a small case study right

so everything comes to you it says like

hey Peter we have to make something like

magical here uh do you start with the

product

like let's say Silva does he come to you

like say like hey Vision we have this

like civil product we have to sell like

one million units oh you know just kind

of like illustration let's say like 100

000 units of this product or like do you

test a lot of them on some small kind of

like budget and naturally whichever one

gets the most momentum you start

building like via cells around like how

usually that kind of like product

selection plays

um and kind of like how you how do you

even like so out of all of the products

that you guys have

because you know mind well the library

is massive for instance right and you

know for different brands they might

have like 10 20 different skus so how

would you decide which product even in

the first place to focus your like whole

attention on and production budgets and

time

really challenging question to start out

and I just learned the hard way by just

hitting the gas and doing whatever I

thought was the right thing to do turned

out that the right thing to do was just

to see

what their highest promoting products

were over the course of years right

because they have all these people and

organically they just go to what they

love the most and it turns out the top

products continue to be some of the top

products

and that's what you expect that's what

you build upon right

yeah

uh-huh okay so for people watching this

let's say have like a best-selling

product if you want to get into via

cells duvia cells then most likely the

best idea would be just to start

building the cells for your best selling

product

yeah there's I mean there's a couple

really really important pieces to the

vsl right I'll just go over a couple of

the fundamental ones first off is having

an authority figure because if you have

a dope ass product and you find someone

like let's take Dr gundry for example or

Craig Clements right probably the

biggest brand company out there doing

vsls billion dollar company right it's

not multi-billion dollar now yeah and uh

from the story that I know Craig's Craig

Clements had a product he had a gut

health product but he didn't have an

authority figure so he was traveling

around conferences to find who's the

expert on Authority he stumbles upon uh

Dr gundry speaking at a place and Dr

gundry had already left his job as a

heart surgeon because he realized he was

never targeting the root cause of his

customers problem for all their weight

gain and sinus issues and gut health

problems and the root cause was leaky

gut and he wrote a book about foods that

could fix this but the problem nobody

was reading the book so Craig was like

bro he just stuck his stuff in there

right but all of a sudden now Craig had

gundry's full story this author had a

world-class story of him leaving as a

heart surgeon Craig Clayman took his

product and completed that story all the

way to so we made a supplement here's

the ingredients we put in buy now

[ __ ] right

hmm that's what he did so one of the

things that we teach is finding those

half completed stories and coming in as

the guy who takes the authority figure

and brings it through fruition right

rounds the story out to get a real

product because most authors like just

haven't even made a real product like I

know Jim quick at Mindvalley he's got

super brain all these brain products the

guy's never made a nootropic yet

because he just doesn't know how right

it's just some there's so many people

just waiting for somebody who knows how

to make an econ product and deliver it

for an expert and do a deal with them

right wow and now have a world-class

campaign that other people can't compete

with you can't compete when you have

those real hardcore stories right

there's no competition when you're

playing the game like that you're just

up there

now Craig clegmans does that with Randy

Jackson he does that with the Asian lady

he does that with all these different

brands P90X the guy Tony Horton who did

P90X he's got a supplement now with him

where he just was like Tony Horton was

helping all these people now he they

discover new science figures out you can

gain muscle with that exercise and I put

it into a bottle by today like

all these for yourself when you break

them down you can see these patterns man

do you want to build like a golden hippo

one day

so that was my original Mission with my

skincare brand was we were going to

build a portfolio of Brands anyone who

wants to call who wants to do a nine

figure exit play this is the textbook

play there's actually two ways to do

nine figures one is do a portfolio play

where you put together a massive ESL you

broke a brand if you have three vsls and

then like seven products you have a real

big 40 million dollar a year brand you

put in a director of operations a

business manager to automate the whole

thing train the whole team so that she

is running a brand that she owns

directly and then you build the next

brand and you do that typically I would

prefer doing it in a similar Niche so

that you're an expert at it you would

just go deeper into a more futuristic

unique mechanism on the product so if

your original skincare brand was about

like

removing toxins in the skin the next one

is about plant-based stem cells the next

skin care brand could be about topical

based probiotics the next one could be

about gut health for skin care but

you're staying in skin care so you

mastered all of these and you can

cross-sell all of your customers

different stuff so you're building a

real [ __ ] goddamn epic Empire of

skincare Brands and same thing you build

a BSL you get an expert you crank it out

you build a second expert put in a

directory of operations to run this

whole thing put in a director of

operations to run your director of

operations right so you're just like

free to go travel around the world and

live a dope life while building an

empire at the same time it's pretty cool

or just specialized in vsls which again

is the most important thing to me but I

wanted to do that but there was just

some issues with my old business partner

so I ended up getting bought out of the

brand in general which is why I took the

exit

um and then now I'm just enjoying by

value enjoy selling the dope things in

mind Valley and then now I'm at the

point where I'm enjoying teaching this

whole thing so I'm happy with but I

might get back into that through my

teaching because I'm getting a lot of

opportunities coming up of young

Hustlers to start companies that I'm

just like partnering with them and

putting in the directors of operations

myself that I've trained so that they

can drastically shortcut the amount of

time it takes for them to

be huge so it's kind of happening it's

kind of happening that's awesome and so

in terms of like writing like you know

you know all the hype was like Ai and

like charge GPT like playground like all

these tools are you currently using a

lot of that in your process like a lot

of like these tools um some some of us

you know yeah

yeah for sure yeah I have one guy who is

leading the division at Mindvalley right

now for me and he is just obsessed with

AI and he's diving really deep into AI

specifically now I achieved all these

results without AI so I just don't need

it personally right I don't I don't need

it I'll just like I have the Playbook to

get there who gives how we get there

let's just get there but you know we're

definitely working on bleeding the on

making sure we have you know to see if

there's a way to crank out 10 times more

vsl so we're working on that as hard

it's not as solid as like full-on

copywriter but there's definitely a lot

of leg work that can be done through it

how much so you mentioned like uh you uh

2020 2021 or 2022 you made like 30 plus

like vs cells

how many of those have flopped

love that question bro only about five

of them really blew up

okay so success ratio is like 20 so if

you're getting like 20 success ratio

you're killing it you're really killing

it because one vsl can take you to four

million dollars a month in sales right

wow like it's like saying how many four

million dollar a month sales like

like bro just who like it's just you get

there when you get there for sure now I

was testing a lot of different bleeding

edge things I mean at least 13 of the

vsls that I tested was off of some like

new futuristic that I was trying to work

on that ended up being a huge flop but

yeah so you try to you try to like

innovate like a lot and some sometimes

that's just kind of like too much like

or something that market is not ready

for

I tried to innovate you know the thing

that happened was I was coming across so

many world-class experts at Mindvalley

at like these big events they were

having and I was so frustrated I

couldn't tell all of their stories

because it took like three weeks to

write a banger script so I one day I

asked myself the question okay if

there's a way to do this faster is the

way to pull out their stories faster so

I sat down and I watched the Silva vsl

and I asked myself okay instead of

vision reading the script like what

questions would I have to have asked

Vision to get him to answer in this

order right to tell the vsl just if I

was asking questions like basically so I

came up with this like interview process

and it was really solid I had these

lists of like maybe 50 questions now

that I ask any expert to extract their

entire story and all the techniques that

they learned it and all the

Transformations they had in the order of

Silva and I would watch this thing and

my mind would blow my brain would

explode even the author's brains would

explode because I'm piecing together the

last 20-year life story into one

question air just to capture the whole

story and the root cause of the problem

and the solution and the techniques

they've assembled to solve these these

challenges they overcome themselves

and I thought just asking these

questions and cutting it into Clips was

good enough to make a huge campaign

unfortunately it was not

so I did all these interviews with all

these experts and like edited them into

like their own documentaries but turns

out that you actually have to really

script the biggest vsls to make them

monstrous you really got to plan it out

but it did turn out this questionnaire

process is the best process on the

planet for interviewing authors and

getting their story and just getting

everything pieced together which was

cool so I got a cool gift but

yeah unfortunately you can't it's not

that easy so let's say it was those

their cells that don't work out so I'm

just kind of like I'm trying to reverse

engineer your your thought process so

let's say you have like a let's say 20

plus via sales that didn't work out

right

let's say you have like a vsl like let's

say you I don't know how much you

usually spend to produce a vsl it's

probably like tens of thousands of

dollars it's all the production costs

right

so let's say you spend all of that money

do you just Scrap It Or there's still

like some usable parts or you test that

same DSL with a different hook and you

still try to make it work or it either

works as is or it doesn't

uh the motto over here I like to say is

swag in a mess

swinging a mess

swing a mess I mean I've never like

having all the team go around and like

working on these like 12 documentaries

and all everyone's kind of frustrated

because they've been working on this

super hard and I just finally saw the

results of all these things and I was

like all right guys you know well you

know the reason why we did this is

because we thought these were going to

be very successful super successful but

it looks like they've been very

unsuccessful at being super successful

so swinging a mess on to the next one on

to the next strategy right now by doing

this kind of we called it the vsl god

process which at first but anyway so

that we call it just swing and a mess

right what what data points do you look

at like let's say so you have like how

much let's say you spend like how much

you usually spend two tests like a vsl

like probably like five ten thousand or

more

uh so you want to get data back pretty

quickly if you already have a seasoned

pixel because a lot of our pixel is

pretty solid they definitely spend at

least five thousand dollars on it

between a couple variations uh but the

if like there's 300 people at mind

Valley dude that's a lot of mouths to

feed right

so all I care is about all I care about

is batch nuclear meteoric growth right

and in order to do that my vsl is the

best vsls are typically 200 to 300 Roi

positive on day one right as we launched

it's completely obvious that this thing

is amazing

I see so you launch it the guys are

[ __ ] killer or it just like flop and

it's up to like moving to the next one

something like that yeah something like

that I mean if you want to get past the

50 Grand a day into the 100 Grand a day

realm you know and just be easily and

consistently holding six figures a day

then it's going to be pretty out there

right because you're going to lose Roi

as you scale up so you want to have 200

to 300 Roi pretty much almost on day one

to be able to afford holding these these

scales

interesting okay cool and how do you

like are there any ways off because I

I'm looking right now at the

manually let's say you have this winner

one which is learn to attract things you

want in life and you have one with like

35 million views which is crazy but then

you also have another version here which

is like eight million views and it seems

like it was launched

um like six months after the original

one

so what is the difference between these

two uh kind of like do you create new

hooks new variations of your winner like

kind of like to multiply that effect or

kind of like how what do you do with

your winners

yeah so there is a uh tool that we have

called the lead Bible which is is a

brainstorming tool to help you generate

multiple variations of the first 60

Seconds

you want to consistently make different

variations of the first 60 seconds that

way uh you can keep this thing running

for years rather than however long the

original campaign makes so once you have

a world-class vsl you're turning out a

bunch of variations of the first three

seconds which are hooks which are scroll

Stoppers and then a bunch of variations

of the first probably 30 to 60 seconds

which is to inspire people to watch the

whole video how do you find the angle

right so let's say you have the the

personality right you ask them like a

lot of questions you have like a lot of

this like research to maybe have some of

your Frameworks from the past how do you

find the angle that you would go with

for the vsl

right so uh

when I had my skincare brand we were

launching a dark spot correcting product

and we didn't have a story we didn't

have much of a story there right the

dermatologist didn't have a story that

we had and all we had is a product that

we do was really good so we needed we

wanted to find uh

Like a Rock Bottom nightmare story that

we could kind of use of a customer we

were following the Rock Bottom nightmare

story formula back then and uh so I

posted an ad on backstage.com which is

like Craigslist for actresses asking for

anybody who had a rock bottom story with

dark spots any women with a rock bottom

experience with dark spots this lady

came out telling us a story about how

she had she had like she her husband had

passed away right and she wanted to get

back on the dating scene and she went on

a date with this guy but he tried to

wipe off this dark spot on her forehead

like it was a piece of teriyaki sauce

so he thought that this big Mark was a

stain that he could just wipe away it

was it was actual State and that just

like humiliated her and had her like her

heartbroken so we saw that story and

we're like okay let's help so we sent

her six bottles of the Dark Spot

Corrector product and then filmed her as

she transformed and began to fade away

the dark spot

we sent her six bottles so that the

customer would begin to see six bottles

and we would we would Prime them to buy

six bottles at once up front a multiple

year Supply and then we had this vsl

that was working right we had this vsl

it was this nightmare stories boom she

took her product she transformed you can

buy it today here's where you get it

right and then after a while that vsl

started to dwindle down so I needed to

find another lead that could work really

well for this so I went on to YouTube

and I typed in like how to fade dark

spots right which was like a key word

that our product solves right and then

what I filtered by most viewed videos on

planet Earth talking about how to fade

dark spots and I looked at the

thumbnails

YouTube is amazing for getting ideas and

amazing for seeing what works and same

thing with thumbnails right because this

is like the most organic it's like

Reddit you know it just came to the top

all the best it came to the top and in

these thumbnails I see some lady talking

about potatoes

I just see a bunch of potatoes and a lot

of these thumbnails about fading dark

spots like what the [ __ ] is this

potatoes right so I go in and I watched

one of these videos and apparently

they're talking about how potatoes are

really inexpensive cheap way to remove

dark spots because it has all these

potassium and minerals inside of it and

I'm like holy [ __ ] let's try potatoes

right I have this thing called the lead

Bible which has all these different

leads for all the biggest esls that have

read before so that way I can go in and

kind of see which formula I want to

model after for like 60 second videos

and one of them was about lemons it was

this guy going you know lemons are a

game I laughed when they talk about

lemons for weight loss but lemons are a

game changer it has all these different

nutrients to do this than the other

thing and I was like holy I'm gonna take

the potato and I'm gonna rip the lemon

scripts right

so I took this potato I gave it to an

actress and we have a video of our

actress going

uh I laughed when they told me potatoes

were good for dark spots but let me tell

you potatoes are amazing it's filled

with all sorts of stuff that can help

you just cut into pieces wipe it on your

hand and you'll begin to see your dark

spots fade but you know what there's

another secret that I learned from my

dermatologist in Miami that's even

better at fading dark spots and I

attached it to the video and it starts

now boom play vsl

boom that was a massive winner right

that angle itself so

what did we learn YouTube

real real life stories on Backstage

YouTube thumbnails real life stories are

backstage great way to finding from from

my from my understanding like knowing

like different types of esls there's vsl

where the the actual like spokesperson

like they're talking kind of like

explaining different things right

and there are also videos where there's

like stock footage kind of like explains

different you know Concepts and like you

you can fill those gaps and like when

you talk about like let's say pain you

show someone who's like holding holding

their back or kind of like doing the

stock footage like have you seen

um the vs cells that don't have

personality in them

being scaled and actually like

work or it's it's all of them have the

personality someone who talks like

attractive character basically

in them

uh attractive character this is pretty

easy to solve I mean just go on bid

Tower and look at the biggest campaign

it's always like somebody somebody a

spokesperson somebody pitching like that

most of the time right there's

definitely outliers out there for guys

who just crack the campaigns but

people buy from people you know I like

having a spokesperson I just like I

don't even

like again it's going to be a voiceover

or somebody who looks like me I like is

an authority figure that I can relate to

it's just like part of influence right

Authority influence 101. so authority

authority figure would be someone with

like a title like how would you like

kind of like how do you quantify that

you know like um yeah

so an authority figure is just somebody

worth listening to on a topic and there

could be multiple different types of uh

authority figure storylines right

there's Dr gundry Who was a heart

surgeon but he realized he wasn't

talking to who caused the problem so

anyone who left their big kind of field

because they realized they weren't

actually helping people the way they

wanted to do there is like the metacore

scripts which are the big ClickBank

offers and these are all regular Joe

Schmo kind of firefighters who just got

fact and then their wife got fat after

their second kid and they just had a

rock bottom moment where they almost had

a heart attack and then they went on a

mission to kind of solve the problem and

they're kind of the reluctant hero right

or they're like the Underdog Story which

is pretty solid those are great

storylines that approve it at work

there's the super weak authority figure

which is just the beauty researcher

right I could call my cat a beauty

researcher and she just walked inside of

a Sephora right all of a sudden She's a

Beauty researcher it doesn't matter

right so this there's like the simple

titles that you can just give pretty

women who have it there's the authority

figures so one of the one of the

spokespeople that we use for our

skincare brand was a woman who was 65

but looked like she was 40. um

right not a dermatologist not the expert

just someone who had the results they

want at the end of the day right someone

who's really got it the way you know

really what else do you need except the

results the customer is looking for

the authority

I remember I remember you shared uh it

was one of these like older seminars

with um cranker I think uh he was

talking about like using working with

celebrities like using celebrities

that's sometimes it's uh you know

because they're they're popular they

they kind of like sometimes you know

they have egos and stuff like that

have you experienced that like working

with some of the you know characters and

like and how do you handle that

okay so I've been lucky enough to work

with cool people that's for sure

definitely celebrity Authority is the

highest uh could influence you can

possibly have so somebody is famous and

is an expert at the topic

um so any actress who was frustrated by

her gut on camera because we needed to

go on a mission that's very relatable

any pop star singer who had acne on

their face it had to go on a mission

they're not they're not a dermatologist

but they they're someone I like and

trust and relate with it it's a

celebrity someone to listen to

um

luckily my values people are all super

cool so I never had an issue with any of

those people

but uh yeah I if you just do a solid

deal you know I think you're good I

don't think there's there's very rare

horror stories that I've heard of where

like you know Adam Adam Levine would

show up drunk that proactive paid him a

million dollars and he showed up wasted

like three hours

did it still convert was him drunk it

was in the ad it was in the ad they ran

it yeah yeah to get ideas to get

inspiration like do you like do you

watch other people via cells do you

watch some other like do you go and like

vitthal and look some of the best ads

like

do you do that yeah 100 I mean did I

used to read books books are just people

talking about how to do it ads are

people showing you how to do it right at

spies people show you so much more

effective so much more effective I mean

I live and breathe off the advertising

spy tools right that way because it's

just like who is the biggest guy in the

world you know I remember a big Trend

that was going on this year is people

throwing stuff into the garbage can as a

hook right if I'm selling coffee bugs I

take my coffee mug and I dump it this is

why I threw my coffee mug in the trash

boom

amazing this is why I threw my bananas

in the trash I saw so many things go in

the trash

um all these different people I've been

a mastermind group with my friends I'm

like guys in trash can at least take

something and throw it in the trash and

Film It Like It's solid solid hook

hey it worked for everybody everybody

had that [ __ ] work right it's weird so

you're never gonna get that idea unless

you're spying on what's working you know

somebody figured it out and yeah that's

the best way to do it

you know what I've uh what I've noticed

about you is that

um you strive for

you strive for excellence you know what

I mean it's like hey okay you have your

as you said like you have your best

performing ad best performing you know

whatever now you're trying to beat it

right now you got here you're trying to

get here

how do you

um

so with people right I don't know if

you've noticed anything that kind of

like that you pay attention to let's say

you want to hire someone to be like a

junior copywriter to join your team

right someone to to work alongside you

like what things are you looking at uh

from that standpoint to to pinpoint this

you know this strive for for excellence

so it's okay it's not a strive for

excellence I would say it is now but

it's not like I'm trying to do

Excellence

um and it's also not a strive for money

because I believe if you're really

motivated by cash it's going to be

depressing after a while and you're not

really going to be excited by this stuff

um what am I so what happened to me was

I was obsessed with trying to make 10

grand a month forever right that was

like if I could do that I'd be a king

right like I'd be balling out of control

but after literally years I could not

achieve this goal and then I just

realized man I'm missing all the

opportunities I'm saying no to

opportunities to make five grand a month

because I'm trying to make 10 and I'm

saying no to things that can make two

grand I'm not even making a thousand

dollars a month I'm just doing so bad

right like I need to get rid of this

like make ten thousand dollars a month

thing that's in my head and find another

way to go I knew my vision was like 50

grand every two weeks because that was

the type of dope ass Lambo travel money

that would be that would be the kind of

life I was looking to create that's why

I'm in this game but I realized I need

to focus what would work

was instead of trying to make that money

what if all I did was just focus on

doubling the high score

what's the most amount of money I've

ever made in a month right how do I

double it what's the most amount of

money I've ever made in a day how do I

double it because with advertising

there's it's so easy you just hit

duplicate ad set spend twice as much and

if the ROI stays the same you just

double the most amount of money you've

ever made

right and the only problem the reason

why you can't do that is your Roi

doesn't stay the same it drops and the

reason why your Roi drops is because

your ad sucks which is why we go back to

bsls

so I'm not trying to be excellent It's

just that like I've done 100 Grand a day

365 times you know I've done four three

to four million dollars a month over

like 15 times in my career and I'm

trying to get to the 8 million dollar a

month level and consistently holding

down like half a million dollar a day

level right because that's what's fun

it's not like a half a million dollars a

day it's like wow that's it it's this is

I'm in a point in my life where this is

highlight real moment right this is like

the best my life has ever been this is

the coolest it's ever been I'm at a high

score all I care about is getting to it

just going to another level and being

better now when I focus on this I can't

[ __ ] up with the little stuff

everything's got to be world class right

but it's only a pursuit to double the

most amount of money you've ever made in

a month

and anything too low is to anything low

to that is too low anything higher than

that's too much just focus on double the

high score you know I got my domain name

is literally double your highscore.com

right which is where like it's just we

bring people together to try to

brainstorm how to double the most amount

of money you've ever made in a month

which is the funnest goal because not

only are you growing personally but

there's a fat stack of cash on the top

of the mountain when you climb up there

so it's great

we'll link the website by the way guys

you can check it out let's say you have

this like okay

um new vsl you you need to create right

you have a particular process to it like

do you have to like do you just like

lock the doors like turn all of the

distractions like put your like laptop

in another room throw it from the you

know from that beautiful like beach like

view straight into the ocean like turn

off like airplane mode like isolate no

one can reach you no one can like and

you just like sit and ride and think or

it just kind of like happens with all of

the like outside like influence coming

and and you processing it and another

hand you know

yeah so the only thing that I have to do

is create what I call the weight of the

sale

which is like the vsl flow so the weight

of the sale is like a treasure map right

it's how do you take a stranger and get

them to say Shut Up And Take My Money

Right what order did you have to talk to

them in to get them to say Shut Up And

Take My Money in every single vsl every

single successful ad in the world has

its own way to the sale right it starts

out with the hook and then it goes into

the story and then it goes into the root

cause of the problem we fixed it we put

it in a jar and you could buy it today

[ __ ] right that's kind of the that's

a weight of the sale right so I have a

massive I have amassed a huge list of

the winning campaigns and I've organized

them into basically like treasure maps

you know what I mean like if you spin a

fire in a vsl and you go this direction

and you go like this right boom there's

a bag of cash right here that people

will say yes to give you like it's

they're in right so I've got this big

lit it's called the vsl flow Bible which

is just a bunch of basically treasure

maps right so I'm flipping through these

lists of treasure maps is that something

I can buy

it's something that's inside it's if you

got to go to double your high score it's

in the DSL master class for the students

double your high score double your

highscore.com it is simple I mean you

you don't have to wait for me to you

don't have to wait for me to go through

it you can watch a video on the sales

page of a guy flying around in a

helicopter saying how he would have paid

50 grand for that document but you can

just go to double your highscore.com if

you want to see him flying around in a

helicopter talk about how he's making 40

million bucks a year and he loves this

document anyway the point is I've got a

document that really enables it for me

to be easy to see which treasure map do

I want to follow right so when I'm

selling a product I just do some basic

research like what's the problem I'm

solving right what's the story that I

have do I need an authority figure I

take all that

and then I look at my treasure map and I

go what it sounds like it would fit

really well is it country is it gundry's

vsl for or is it active PK is it uh the

Silva vsl is it the super brain vsl is

it the metacore vsl I've got them all

broken down into simple treasure maps

that anybody could just follow in order

to make a gangster campaign so that's

basically what I do and then I once you

do that you hand it off to a copywriter

and a copywriter can make it amazing

any copywriter can make an amazing vsl

if you just give them a treasure map to

follow if you try to just tell them to

go make you millions of dollars they

would already be millionaires right if

they knew how to do that they would

already be millionaires okay they don't

know how to do that

needs you to give them a map on I want a

vsl that flows like this it's super easy

to create once you're following a

treasure map right because you're just

rewriting every point in the movie it's

like all Disney movies are following the

same hero's journey right same thing

with all these products you see enough

of them you see the patterns and uh you

take this you go I want this treasure

map I want you to rewrite this script

it's going to sound like this and

they're like oh my God I can do that

right any B level writer can do this and

a guy with good shops can do this

and that's what we teach so do you like

actually rewrite like successful vsls I

know there is a technique of like

rewriting successful like sales ladders

like do you do you recommend that

approach never in my life will I ever

not rewrite a winning PSL

how else like we're out like where you

get your information from that like

makes you think that you can suddenly

just write a bigger campaign than the

biggest campaigns in the world you know

there's so many pieces inside of this

inside of the closes

that are that could absolutely transform

your campaign in a huge level so yeah

we're always rewriting the biggest

campaigns

that's the best thing you can do knowing

what you know now like with all the

knowledge all the knowledge right

you'll have 10 grand to your name what

do you do

10gs

right so

the game plan to basically get

in print and build a brand you could

sell is always crack a campaign and then

take it professional

right crack a campaign and take a

professional now if you think that you

know 10 G's is enough for me to I would

start with affiliate

for sure because it's easy and all you

have to do is sell a product Drop

Shipping you have to do a million things

and sell a product affiliate you just

have to sell the product and not have

anything else to do so it's a lot

simpler of a task

um but what I would actually do and what

worked for me was getting a media buying

job at some Killers because what you

want more is the skills pay the bills

man you want to get a media buying job

where you're where you're giving 70 of

the profits to the people who are

funding you that way you can start

learning how to spend you know 10 grand

a day 30 grand a day you want to get to

even bigger levels you want to learn how

to make 10K a day and spend look like

everything has died

right at our level if we get to 50 Grand

a day it's red flags everywhere right

like holy [ __ ] guys everything's [ __ ]

up today you're right before that would

be like but now it's 50 Grand a day is

my new rock bottom

right so I think the skills are way more

important and getting yourself either at

this is what I did right I'm going to

recommend what I did I got a job as a me

at an affiliate Network I started a

mastermind group of badasses crushing it

on Native I met some mentors who were

some of the biggest Affiliates on the

planet and they took me out of the wing

and they gave me a credit card and I did

a media by profit share deal with them

and then my life exploded right balling

out in the Caribbean you know bought the

dream Rolex

Dayton hot Swedish models bought the

dream car I was questioning with this

stuff like I had multiple hundred

thousand dollar profit months I had a

two thousand dollar two hundred thousand

dollar profit month from just that right

just by getting a dope deal and running

spending These Guys these guys buddy so

that was it for me and then after that I

was ready to bounce off and do my own

thing

and I had the skills and I had the cash

so 10K a month I would find some Killers

to work for and do a profit share deal

with them everything revolves around

making a monster campaign right when I'm

building a skincare brand I'm not even

building a skincare brand I'm building a

Facebook campaign right everything every

piece of the puzzle is a piece of the

vsl I want in there right I'm looking at

the treasure map and I'm going this guy

is a gangster dermatologist this is a

gangster heart surgeon I need a gangster

dermatologist here right I need

something I need to find like everything

is about creating a single vsl because

mock speed explosion comes down to you

spending 2 million a month and getting 4

million back right

that's the numbers and you got to be

able to do that to do that you have to

be able to spend 50 Grand and get 120

back

basically every day right every day like

clockwork yeah that is what's going to

print 30 margins of the cost and there

you go you're super profitable and

you're cranking that's how you go

nuclear right you're building everything

if you don't have that there's a million

skincare Brands the only reason was

we're the only person who could do that

nobody else could put 2 million in and

get four million back yeah we're the

only ones

my man how people connect with you how

do people connect with you how to send

some good people your way connecting

with them working out partnering up

bad well dude I'm on a mission to like

get help lift up everybody who's getting

in this space I know it sucks balls I

know it [ __ ] sucks when your ads

aren't working I know it sucks when

you're in a dead ends like rat race

where you just everything is you're

getting ripped off at all these things

and uh so we start at

doubleyourhighscore.com which is a

mission to inspire people to double the

most amount of money they've ever made

in the month using via sells right and

I'm teaching them the exact process that

I went through to go from zero to 40

million and to create the number one vsl

in the world and we're getting

Transformations left and right over here

so uh W or highscore.com

it is basically better than [ __ ]

Harvard it's a it's a college education

for somebody who's actually done it and

it's for people like imagine if you're

spending 20 grand a month like how much

would you make if you could get that to

50 Grand a month with a higher Roi or if

you could get that to 50 Grand a day

with a higher Roi yeah like how much is

it worth how much is it worth to you if

I if all I could do was cut six months

off the amount of time it took you to

double the most amount of money you've

ever made in a month

hundreds of thousands right hundreds of

dollars like it's it's it's it's it's

ridiculous it's a complete no-brainer

for the education that we're getting in

here and you can sign up at Double your

highscore.com watch the vsl and uh I'm

trying to inspire people about the

amazing life because it's not even about

doubling your high score it's about just

if you could wave a magic wand AKA a lot

of money you had a shot of money to wave

a magic wand at your life and you could

create the most amazing life you could

ever imagine what kind of Life Would you

create um

that's what this is really about yeah

and seeing like you know like you you're

you're the actual like you're living

this right because you know we we live

in the same building right and then they

see you you're like you're moving to

another city you're creating like this

brand from scratch like creating this

like mind-blowing things now

transforming things like mindvola like

some of the highest volume [ __ ] ads

like you know on YouTube and it's you

know it's it's not you're talking about

this you know you're actually living

this you know and that's and that's

those are the people that you want to

learn from from people that are actually

like doing what you want to do because

there's like as you said there's books

you know a lot of authors they just like

talk teary like Peter actually leaves it

so

um I highly recommend I think I'll be

I'll be joining myself bro we got some

Killers inside this group you wear a

masterminding putting everyone together

it's not even about the course bro it's

about the people you're gonna be hanging

out with the reason why you're not

crushing it is because you don't got

rich enough friends and we are gathering

a group of Rich [ __ ] all

president with vsls freedom and hang out

with the level my man was pleasure so

much Alex yeah I appreciate you so much

for everything that you're doing for

everybody in the drafting world and the

marketing world

let's go moment so yeah thank you guys

for for watching connect with Peter uh

connect you know um learn more about

what he offers

um if you need to level up on the vsl

side and just like level up and and

raise your standards and um yeah either

looking forward to your next

breakthroughs

um you know new Partnerships new things

that you're creating like you yeah

um such an inspiration character and uh

you know like to follow you know your on

your journey so hell yeah thank you I'm

proud to say our students are going to

be the next breakthrough right that's

the only thing I care about these days

is see a new Masters be born so let's do

it yeah let's get it all right thank you

guys thank you Peter

[Applause]