Matt Furey: One of the Best Emails I've Ever Read

by Harlan
31 replies
I loved this email. What do you think? What do you think the critical elements are here?

Subject Line: The Fix Was In

Hi Harlan,

Yesterday's news. Can I believe my eyes?

A couple NFL players from the Oakland Raiders, Tim Brown and
Jerry Rice, come clean.

They say Super Bowl XXVII (2002), which our local Tampa Bay
Buccaneers won, was fixed.

Hmmm.

Now, I know there are a lot of "purists" who are unable to fathom
how a professional sport can be fixed. But it's not all that difficult,
in my book. Even more so, "fixes" don't start in the professional
leagues.

Case in point was Ronnie Harmon, the Iowa running back who
fumbled inside the 10-yard line, more than once, in the Rose
Bowl. I was a young college wrestler at the time, and when I
saw the man who NEVER fumbled, cough up the ball three
times when the Hawkeyes were close, I screamed at the tee-vee,
"That SOB was paid off."

Indeed, he was.

But that story took a good 10 years or so to emerge, after Harmon
had already played in the NFL with the Buffalo Bills and San Diego
Chargers.

Whether we're talking about boxing, basketball, baseball, football,
hockey or any other sport - there's a way to fix the outcome.

I've had a few arguments with baseball folks over the years because
they claim there's no way to fix a baseball game. To this I now respond,
"Okay, if that's the case, clear Pete Rose of all charges, let him manage
again and make him eligible for the Hall of Fame."

Think about it. Why was Pete Rose banned from baseball for life?
Because he bet on his own team.

Okay, what's wrong with betting on your own team?

Hmmm. I'd say it's because you can influence the outcome of the game.

Imagine that.

You can fix a game without even playing in it. And that's
what the former Raiders boss is being accused of.

Over the past few years I've accurately predicted a lot of winners on the
playing field. I've made predictions that absolutely sounded stupid. No
one took me seriously. Until I won the bets.

Some of the most stunning predictions I made that came true were the
Rays sweeping the Yankees in four-straight games while Boston fell
to the Orioles, which put the Rays into the playoffs as a Wild Card.

Just last week a few friends called to ask me who would be going to the
next Super Bowl. Without thinking I blurted out, the 49ers and the Ravens.

I was nuts. I was dead wrong. The Patriots were 67-0 at home with Tom
Brady. There's no way he could or would lose at home.

Well, he did.

Was the game fixed.

I don't believe so - but you never know.

Now, I most certainly don't claim to be right all the time. And no, I'm not going
to help you pick winners in Vegas. I like to call games just for fun, and nothing
more.

But you may wonder if this type of prediction-making is a skill you can develop
or harness.

The answer is yes.

How do you do it.

By freeing your mind and body of tension and resistance. By being free to think
the unthinkable, to let go and explore.

Next, you've got to be able to think in pictures. You've got to see things happening
in your mind's eye, before they happen.

Both of these skills can be developed by using the Zero Resistance Living System.

You follow the exercises that teach you how to give up resistance to the flow of life.
You learn to practice Theatre of the Mind, wherein you explore your successful
past experiences and imagine more of them coming to fruition in the future.

And you do all of this in the NOW.

You see the past in the NOW.

You see the future in the NOW.

And you relax and let go of tension in the NOW.

When you do this each day - after about a month or so, you start tuning into much
more than what your goals are and how you can create them.

You start being able to sense and see what others don't.

And that's a mighty fine thing, don't you think.

Well, right now you can get the entire Zero Resistance Living System for 75% off -
along with 7 extraordinary bonuses that will brighten your day, making what some
may call "miracles" begin to happen for you on a regular basis.

Explore the course and see for yourself. It'll make a believer out of you.

Best,

Matt Furey

P.S. If you want to "FIX" your future for the positive, then Zero Resistance Living is
the key. If you imagine it - then it will come. And you won't need anyone else to
tamper with the score to make it happen. You let go of the resistance to life -
and life gives you what you want.
#emails #furey #matt #read
  • Profile picture of the author max5ty
    It would work on a very targeted audience.

    Would exclude:

    Most women and lots of guys that weren't sports crazy.
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    • Profile picture of the author ewenmack
      Matt's a master of taking what happened in his daily life
      and what's in the news, then transitioning into the product he is selling.

      The story seems so relevant.

      Others can't see how their daily life can connect to
      a product offering whereas Matt makes the connection.

      Best,
      Ewen
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      • Profile picture of the author Jay White
        Originally Posted by ewenmack View Post

        Matt's a master of taking what happened in his daily life
        and what's in the news, then transitioning into the product he is selling.

        The story seems so relevant.

        Others can't see how their daily life can connect to
        a product offering whereas Matt makes the connection.

        Best,
        Ewen
        Agreed. I saw Matt speak one time and he was asked about where he gets ideas for his emails. He picked up a copy of USA today and started thumbing through, pulling thematic elements from story after story that could easily be worked into a message then a soft sell. Great stuff.
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    • Profile picture of the author philosophyofuse
      Originally Posted by max5ty View Post

      It would work on a very targeted audience.

      Would exclude:

      Most women and lots of guys that weren't sports crazy.
      Agree. A good friend who likes to bet on games and is heavily invested in fantasy leagues became very engaged with this copy (we were searching on the WF for something else related to email copy), my wife, on the other hand, read it and was neutral. She is a sports nut, but in more of a "recreational" sense. interesting...
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  • Profile picture of the author Sue McDonald
    Well written email and in all walks of life if you don't have the right mindset for whatever you do you will not achieve success.

    Your past is just that - and you cannot change it. The present is now and the future is full of our dreams and plans. Just take action with your plans and you will achieve.
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    • Profile picture of the author Alex Cohen
      People understand that you can't predict the future by:

      1. Freeing your mind and body of tension and resistance, and

      2. Thinking in pictures.

      So the pitch is not believable.

      Alex
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      • Profile picture of the author CopyMonster
        Originally Posted by Alex Cohen View Post

        People understand that you can't predict the future by:

        1. Freeing your mind and body of tension and resistance, and

        2. Thinking in pictures.

        So the pitch is not believable.

        Alex
        What about those who WANT to believe?

        Millions of dollars are generated every year from "products" sold to those who want to believe.
        Signature
        Scary good...
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  • Profile picture of the author davemiz
    interesting, the way he takes the current event.... ties into a personal story that ties into the event, then spins it into his product.

    really interesting to see.

    but i'm really interested to hear what pro's have to say... because I'm sure you guys see things in the email, i don't.
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    “Judge your success by what you had to give up in order to get it.”
    ― Dalai Lama XIV

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  • Profile picture of the author andynathan
    Cool stories, but he needed to get to the point faster. I had a coach I was working with on my biz. Every time I sent him copy he would tell me what he liked, did not like, and how I had to reduce the copy in half. I liked it, but with stories that are not 100% relevant you need to get to the point.
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  • Profile picture of the author Rezbi
    Matt Furey makes millions from emails like this all the time. He's been called the best email marketer in the world.

    I think a few people are exposing their ignorance of marketing and copywriting by commenting on this thread.
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    • Profile picture of the author Harlan
      Originally Posted by Rezbi View Post

      Matt Furey makes millions from emails like this all the time. He's been called the best email marketer in the world.

      I think a few people are exposing their ignorance of marketing and copywriting by commenting on this thread.
      Truer words were never spoken.

      Putting good copy up here is like throwing bloody meat to sharks.

      Matt has made millions and millions and millions doing emails like this.

      Some people have to just lift their leg everywhere.

      The copy won't work for woman?

      Well here's a shockeroo for you - his audience is male heavy but women buy it too.

      Dan Kennedy once said the first rule of copy is:

      YOU ARE NOT THE TARGET MARKET.

      Pearls to the swine.
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      Harlan D. Kilstein Ed.D.
      Free NLP Communications Course at http://www.nlpcopywriting.com
      http://overnight-copy.com
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      • Profile picture of the author max5ty
        Originally Posted by Harlan View Post

        Truer words were never spoken.

        Putting good copy up here is like throwing bloody meat to sharks.

        Matt has made millions and millions and millions doing emails like this.

        Some people have to just lift their leg everywhere.

        The copy won't work for woman?

        Well here's a shockeroo for you - his audience is male heavy but women buy it too.

        Dan Kennedy once said the first rule of copy is:

        YOU ARE NOT THE TARGET MARKET.

        Pearls to the swine.
        I said it won't work for most women...and I have absolutely no doubt or even the slightest hesitation to say that.

        Didn't say the email wasn't good.

        Rezbi's comment about people showing their lack of knowledge...just because someone has a different view doesn't mean your opinion is the supreme "end all".

        I've heard million dollar copywriters disagree over a piece of copy.

        Guess when you post and ask "What do you think?", you'll probably get a lot of different "thinks".

        Edit: I should have thanked you for posting this...I did go back and do it. Don't want you to think your post wasn't appreciated.
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        • Profile picture of the author Rezbi
          Originally Posted by max5ty View Post

          Rezbi's comment about people showing their lack of knowledge...just because someone has a different view doesn't mean your opinion is the supreme "end all".

          I've heard million dollar copywriters disagree over a piece of copy.
          As you've mentioned me by name, I'll highlight one tiny little point...

          million dollar copywriters disagree over a piece of copy
          When two doctors disagree over a diagnosis, does that mean any Tom, Dick or Harry can join in and debate with them?

          I don't think so.

          Debate away... as long as you have the requisite knowledge to do so. Something the majority on here do not.
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          • Profile picture of the author max5ty
            Originally Posted by Rezbi View Post

            As you've mentioned me by name, I'll highlight one tiny little point...



            When two doctors disagree over a diagnosis, does that mean any Tom, Dick or Harry can join in and debate with them?

            I don't think so.

            Debate away... as long as you have the requisite knowledge to do so. Something the majority on here do not.
            My point was:

            Because someone doesn't think a piece of copy is good, or has different ideas about it, does not reflect on their knowledge of marketing/copywriting.

            Many of the controls that have been touted in most of the swipe files have since been beaten by another copywriter. Thing is...most don't ever hear about the piece that beat the hyped up control.

            My issue with your comment was that it seemed to assume that anyone with comments other than what a super great, fabulous, knock out piece this was must not have much of a clue about the business.

            I simply said it wouldn't work for most women.

            Frankly, it didn't work for me either because I'm not a big sports fan. The copy was obviously geared towards sports minded people. I can understand that since Furey is so big into martial arts and I'd assume a great deal of his list thinks likewise.

            Remember, his emails are geared towards HIS list. His list probably wouldn't get excited about some other crazy good emails that have been written by other great copywriters and sent to their list.

            Had the email been sent to me, I probably wouldn't have got much further than the first couple paragraphs. Obviously I'm not one of his intended targets.
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            • Profile picture of the author Rezbi
              Originally Posted by max5ty View Post

              My point was:

              Because someone doesn't think a piece of copy is good, or has different ideas about it, does not reflect on their knowledge of marketing/copywriting.

              Many of the controls that have been touted in most of the swipe files have since been beaten by another copywriter. Thing is...most don't ever hear about the piece that beat the hyped up control.

              My issue with your comment was that it seemed to assume that anyone with comments other than what a super great, fabulous, knock out piece this was must not have much of a clue about the business.

              I simply said it wouldn't work for most women.

              Frankly, it didn't work for me either because I'm not a big sports fan. The copy was obviously geared towards sports minded people. I can understand that since Furey is so big into martial arts and I'd assume a great deal of his list thinks likewise.

              Remember, his emails are geared towards HIS list. His list probably wouldn't get excited about some other crazy good emails that have been written by other great copywriters and sent to their list.

              Had the email been sent to me, I probably wouldn't have got much further than the first couple paragraphs. Obviously I'm not one of his intended targets.
              Oh, so you read something into my comment that I never made?

              I never commented on your comment about women. And I never said everyone was wrong.

              That particular email didn't resonate with me because I'm not the market. Doesn't mean it was no good.

              However, I was spot on about most people making comment without knowledge. I'm sure you must realise most people who comment on here have no idea what they're talking about.

              Note, I said most, not all.

              On another note: Matt sends out duds once in a while. No doubt on purpose to throw people off who try to reverse engineer them.

              I wonder how many people would pick up on those. I'll bet the vast majority don't.

              Want to know why?

              Because the vast majority don't study in order to learn the rules first.
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              • Profile picture of the author max5ty
                Originally Posted by Rezbi View Post

                Oh, so you read something into my comment that I never made?

                I never commented on your comment about women. And I never said everyone was wrong.

                That particular email didn't resonate with me because I'm not the market. Doesn't mean it was no good.

                However, I was spot on about most people making comment without knowledge. I'm sure you must realise most people who comment on here have no idea what they're talking about.

                Note, I said most, not all.

                On another note: Matt sends out duds once in a while. No doubt on purpose to throw people off who try to reverse engineer them.

                I wonder how many people would pick up on those. I'll bet the vast majority don't.

                Want to know why?

                Because the vast majority don't study in order to learn the rules first.
                I sincerely apologize if I took your comment out of context, which obviously I must have.

                Honestly, I never cared much for Furey's work.

                I know some will say, "Oh my gawd, are you serious?". Yes I am.

                I've read a lot of his stuff since way back when and it just never impressed me. Lets just say I've never included any of his work in my swipe file.

                I know he's made millions. I know he was the first American to win a big title in another country...thus he has a huge following in the martial arts field.

                What he has done, is capitalize on his skill of being a great writer to sell products to those who follow him. He's a genius in that aspect.

                Not being one of his targeted buyers, I never could see what was so great about his copy or his emails.

                My point is only my point though. What matters is he's made a very nice living off his followers. I don't begrudge him that.

                Which leads me back to my original point.

                In summary...different strokes for different folks.
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          • Profile picture of the author BudaBrit
            Originally Posted by Rezbi View Post

            As you've mentioned me by name, I'll highlight one tiny little point...



            When two doctors disagree over a diagnosis, does that mean any Tom, Dick or Harry can join in and debate with them?

            I don't think so.

            Debate away... as long as you have the requisite knowledge to do so. Something the majority on here do not.
            Now you're being unfair. Having the "requisite knowledge" does not mean you're better than someone who is looking into the field for the first time, just because they've not read books a, b and c yet.


            I nearly got hooked. It's good. Very damn good. I'm no lover of US sports - I don't really get them, tbh - and I'm one of the worst subscribers anyone could have (I ignore too many emails) but it still spoke to me. He writes in a very... interesting way: something that can be looked at and learnt from, I feel.
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            • Profile picture of the author Rezbi
              Originally Posted by BudaBrit View Post

              Now you're being unfair. Having the "requisite knowledge" does not mean you're better than someone who is looking into the field for the first time, just because they've not read books a, b and c yet.


              I nearly got hooked. It's good. Very damn good. I'm no lover of US sports - I don't really get them, tbh - and I'm one of the worst subscribers anyone could have (I ignore too many emails) but it still spoke to me. He writes in a very... interesting way: something that can be looked at and learnt from, I feel.
              Again, someone else who thinks I'm saying something I never said.

              Part of being a copywriter is knowing how to read. Try to read what I said.

              When, in any of my posts, have I ever said having knowledge of a craft makes someone a better person than others?

              These types of idiotic posts are p*ssing me off.

              Learn to read and stop behaving like a muppet.
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              • Profile picture of the author BudaBrit
                Originally Posted by Rezbi View Post

                Again, someone else who thinks I'm saying something I never said.

                Part of being a copywriter is knowing how to read. Try to read what I said.

                When, in any of my posts, have I ever said having knowledge of a craft makes someone a better person than others?

                These types of idiotic posts are p*ssing me off.

                Learn to read and stop behaving like a muppet.
                Part of being able to write is tone and part of being able to read is noticing tone. So tone the [insert requisite expletive] down! There's no need to get offensive if others don't share your views. If people want to comment it's not your right to resort to name calling.
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                • Profile picture of the author Rezbi
                  Originally Posted by BudaBrit View Post

                  Part of being able to write is tone and part of being able to read is noticing tone. So tone the [insert requisite expletive] down! There's no need to get offensive if others don't share your views. If people want to comment it's not your right to resort to name calling.
                  Actually, yes there is, when you make accusations like you did.

                  Part of being able to write is saying the truth. If you don't like the rebuttal, don't make accusations.

                  If you may not like my tone, don't make accusations.

                  And it is absolutely my right if you feel you can say whatever you like without proof.

                  Show me where I said having "requisite knowledge" makes someone better.
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  • Profile picture of the author Paul Hancox
    Haha. Key points that serve as the underlying message...

    - You can influence the outcome of the game.

    - You can fix a game without even playing in it.

    - If you want to "FIX" your future for the positive, then Zero Resistance Living is
    the key.

    Fixing the sports game is used as a METAPHOR for fixing your future in the "game" of life.

    It's also enhances Matt's credibility, because he was able to predict these things others mocked at... the implication being, it was because of his Zen system.

    The story also acts as a kind of casual conversation, the type you might have with a friend. After all, you're on Matt's list, so Matt is your friend, right?

    Yes, men would probably respond to this more than women... but I'm sure Matt's got an email lined up for women, too.

    I don't think this is his only email

    Matt is definitely one of the Masters of pre-selling.
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  • Profile picture of the author Rezbi
    This is not my writing, but it describes Matt's emails perfectly.

    Matt Furey writes a simple e-mail message to his list each day. It takes him about 20 minutes, and he averages $10,000 in sales per e-mail. What’s his e-mail copywriting secret? Brevity – messages are 500 words or less. Intimacy -- Matt makes his messages feel like they are personally addressed to the reader. Informality – he creates a bond with his readers by writing like he speaks and using slang that his readers recognize as their mutual language. Pace -- Matt varies the pace of his writing so you never feel like it is slowing down. It's always rushing forward and fun to read.
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    • Profile picture of the author wilmath
      I think some of the critical elements are:

      A very effective and beguiling headline
      Even if this email wasn't sent to a highly targeted list The Fix Was In implies cheating, a very universal character flaw. (The Lance Armstrong fall from grace has riveted the whole world)

      Proof
      He describes the different games in which he could tell the outcome of the game because of his "sixth sense" for smelling a rat.

      Unique transition
      He's not selling a betting formula, and says so, but (reading the readers mind) says "you might be wondering if this type of prediction-making is a skill you can develop or harness." Then goes on to tell the reader yes it can and how to do it.

      Call to action slightly before the call to action.
      Just a little farther down the letter he uses four sentences to describe how a person learns the skills and all four of those sentences that end in the word NOW.
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  • Profile picture of the author Prowebstakht
    it looks like a very long but interesting email which pertains to General Audience. However I think that this email may not work too well with some specific audiences so again one must be careful about which target market the email marketer is looking to target
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    • Profile picture of the author CopyMonster
      It's interesting, a few talk about the content here - yes, it won't work for certain markets but most top marketers know, you never want to appeal to everyone.

      What about the structure? The lesson is in the structure, how he developed the story, and how Matt transitioned to his pitch.

      Thanks for the post Harlan.
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      Scary good...
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  • Profile picture of the author joefriday
    Yeah, very well constructed email, I liked it very much.
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    Nothing to see here, please move along......

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  • Profile picture of the author Tyler S
    Any guy who doesn't relish these types of emails should not be on this list. Great share.
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  • Profile picture of the author bizgrower
    I don't mean any disrespect, but people of all experience levels should be able to come to any section of this forum and contribute, opine, debate, educate, and gain education without being fear of being referred to as ignorant or swine.

    Dan
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    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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    • Profile picture of the author Rezbi
      Originally Posted by bizgrower View Post

      I don't mean any disrespect, but people of all experience levels should be able to come to any section of this forum and contribute, opine, debate, educate, and gain education without being fear of being referred to as ignorant or swine.

      Dan
      Debating and learning are different from making idiotic comments.
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  • Profile picture of the author drewfioravanti
    Hey. Where can I optin to this list? Thanks!
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