Daniel Throssell Presentation to Troy Ericson's Mastermind.pdf

1. The Three Pillars Of A
“Freaking AWESOME”*
(*Technical Term) Email List

2. I Have Never
Taught This
Anywhere

3. … which means I
have no idea of the
timing 😅

4. Who Is This
“Daniel Throssell”
Everyone Hates So
Much?

5. Sometimes called (but never by myself) “Australia’s best
copywriter” by people who don’t know any better … I
helped launch the bestselling book in Australian history …
invented the email ‘Parallel Welcome Sequence’ … was the
first copywriter banned from even being mentioned in
r/copywriting … wrote the most ripped-off copywriting
profile on Upwork … single-handedly destroyed a popular
“group buy” piracy website … and scientifically proven to
have written the world’s craziest welcome email.

6. In other words …

7. A TOTAL
NOBODY.

8. ● “You suck.” –Ben Settle
● “Get out of my inbox, you creep.” –Brian Kurtz
● “What is this trash?” –Drayton Bird
● “Terrible.” –Ramit Sethi
● “Too long, didn’t read.” –Chris Orzechowski
● “I hope my readers never see your crap” –Troy Ericson
Random Insults I Get

9. ● “One of Australia’s top copywriters” –Ben Settle
● “You are a force!” –Brian Kurtz
● “Astonishing.” –Drayton Bird
● “Very impressive.” –Ramit Sethi
● “Very funny.” –Chris Orzechowski
● “I hope my readers never see your crap” –Troy Ericson
What They Really Said

10. MAYBE HE
KNOWS WHAT
HE’S TALKIN’
BOUT?

11. I don’t even want
to wait for Troy to
let me promote
myself

12. persuasivepage.com

13. Now, time to deliver …
SOME
ACTUAL
VALUE!

14. The Three Pillars Of A
“Freaking AWESOME”*
(*Technical Term) Email List

15. My success boils
down to three
main kinds of
email …

17. 1. Stories
2. Controversy
3. Uniqueness

18. ANY List Should
Use These
(Albeit In Different Ratios)

19. Email Strategy #1
Story Emails

20. Everyone thinks
they’re a storytelling
legend, but, well …

21. I’m not going to tell
you how to tell
stories here
(See Email Storyteller for that 😏)

22. But I’ll show you how
to THINK of your
storytelling

23. Here’s the
opening of an
email I got …

24. “A few years ago, NAME was spending 10 hours a
day dealing with miserable, pissed-off customers
as a call-center rep.
"I knew I needed to get out of there" he said.
NAME wanted to do more with his life...”

25. The “Case Study”
Email

26. Here’s how I
would do it …

27. “Today I want to tell you about one of the
strangest email marketers I ever met.
The first time I ever heard of NAME was when I
was browsing Reddit …
… and I came across a thread with this title:”

28. What’s The
Difference?

29. Perspective

30. It Became
YOUR Story

31. Here It Is Again …

32. “Today I want to tell you about one of the
strangest email marketers I ever met.
The first time I ever heard of NAME was when I
was browsing Reddit …
… and I came across a thread with this title:”

33. The “Sitcom”
Principle

34. The Sitcom Principle:
Create An Ongoing
‘TV Show’ Where
You’re The Main
Character

35. The Sitcom Principle
● Create a personal bond with the reader
● Other people’s stories are told from your perspective
● Make characters of the people in your life
○ Personal brand: your daily life
○ Businesses: use your business “world”
● Introduce outside disturbances or dilemmas to the ‘main cast’

36. Around 50% of
my emails are
story-based

40. Email Strategy #2
Controversy &
Conflict

41. It is in HUMAN
NATURE to want
to watch
disagreement

42. Disagreements We Watch For Fun
● School fights
● Sports matches
● Trash-talking UFC fighters
● Comment sections under videos/articles
● Letters to the editor section
● Anywhere people fight

43. Ways To Fight
● Fight with a person/group
○ Disagreement with Stefan Georgi re: AI
○ Takedown of GroupInsiders
● Fight with a belief/view
○ Non-native copywriters shouldn’t write in English
○ My email on vaccines
○ MAGA vs. Antifa
● Fight with a troll/hater
○ The guy who ripped off my homepage
○ The guy who dissed Upwork in One Hour publicly
○ Random trolls

46. Email Strategy #3
Uniqueness

47. Stuff They Can’t
Learn/Find/Get
Anywhere Else

48. Unique Insights From Me
● My storytelling model/style
● The Parallel Welcome Sequence
● Why I don’t track conversion %
● “Entertainment” can be “value”
● My five-stage market research approach

49. Other Businesses
● Stock tip newsletter — the picks you can’t find anywhere else
● Alcohol subscription service — scour the world for the best wine/whisky each
month and talk it up
● Online drum lessons/courses — a new special drum tactic lesson that month
that you only just discovered and can’t wait to teach it
● Local bike store — well, you’re local, so you ARE their only choice …

50. The more unique
your offering, the
harder it is for
people to leave you

51. Bonus Tip:
Write Live

52. All of the above
works better if you
do it LIVE

53. Keep It Live …
● Stories that happened to you that day, not from the past
● Controversies that are burning right now
● Hate mail you just got (you can stoke the flames — I recently kept a theme up for
4 days)
● Insights you’re just discovering — keeps you at the forefront
● Products/inventory you just got — seems exclusive, live, real

54. Some people
advocate for
“pre-loading” all the
work

55. Could you have a relationship
with someone who pre-wrote
all their texts, DMs and emails
to you 3 months ago?

56. RECAP:

57. 1. Stories
2. Controversy
3. Uniqueness

58. If you wanna see ALL
of this in action …
persuasivepage.com