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UNCONVERTED
5 Provocative Marketing Truths

Being Hidden From You...
And Why You’ll Never Make
“Big Money” Without Them!
1
(This book is not for the weak marketer.)
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DISCLAIMER
The publishers do not assume any responsibilities
whatsoever under any condition or circumstances.
It is recommended that the reader obtain their own
independent advice.
FIRST EDITION 2017
Copyright © 2017 by Todd Brown
All rights reserved. NO part of this book may be

reproduced or transmitted in any form or by any means
without written permission from the author.
ISBN: 978-0-692-05448-2
Published by Todd Brown
For further information about orders email Support@

marketingfunnelautomation.com
2
Table Of Contents
CHAPTER 1
The Most Powerful Marketing Secret Of Them All!.............pg.7
CHAPTER 2
How To Create Buying Demand Out Of Thin Air!........................pg.28
CHAPTER 3
The First 350-800 Words Out Of Your Mouth!..............................pg.34
CHAPTER 4
Controlling The Verdict!................................................................pg.39
CHAPTER 5
The Marketing Tale Of The Two Cars...........................................pg.45
CONCLUSION ...............................................................pg.51
3
Warning!
Whether you have a great product or not…
Your entire existence as an entrepreneur lives

and dies by how well your marketing works to bring you
new customers. Your business success is NOT based on
your motivation, your passion, or your desire to help
people.
Your business success is based on how well your

marketing converts. Period.
If you have marketing which is bringing you new

customers every day, life can be grand.
If not, your business, your income, and your

livelihood is vulnerable and at risk of evaporating.
You can choose to ignore this fact and bury your

head in the sand. Or, you can read this book cover to
cover and make sure you don’t become another
loathsome statistic.
Either way, YOU MUST RECOGNIZE:
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All the “cool” whizbang marketing tactics and

techniques being peddled will not fix a marketing
campaign which isn’t bringing you consistent new
customers. (Not unless you realize the truth of what
you’re about to discover in the following pages.)
More tactics are not the answer. And you likely

already realize that deep down inside.
You need something different.
So, yes, I’m going to tell you things in this book

you won’t hear anywhere else.
Stuff about marketing campaigns most other

experts aren’t willing to share with you.
Stuff... the "experts" are afraid for you to hear.

And you'll understand why in just a second.
Fact is: The methods you’ll find divulged in the

following pages are highly controversial.
Not because they’re not true. But because they’re

truer than anything else you’ve likely ever been taught
about making big money with your marketing.
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Yet, what you're about to read goes against

almost everything you’ve been led to believe about
marketing that produces lots and lots of sales.
But what you'll discover in this little book will

change everything for you, your business, and your
income.
Hi, my name is Todd Brown.
You may recognize my name as the marketing

guy other marketing experts go to when they need help
with their own campaigns.
Or you may have seen my name in any number

of articles or news stories on sites like: The Wall Street
Journal, Fast Company, Fortune, CNBC, and the
Huffington Post.
Or, you may have seen well-known online

entrepreneurs like Russell Brunson, Jeff Walker, Ryan
Levesque, and dozens of others refer to me and my E5
Method as "Genius"... "Amazing”... "Life-changing"...
and "The single best marketing breakthrough of the past
decade!"
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Regardless, what you'll find in the following

pages will, no doubt, challenge your beliefs about what's
needed to generate big money from your marketing
efforts.
If you're not willing to accept brutal honesty, this

book is not for you. And you should set it aside or pass it
along to an entrepreneur who is.
If you are willing to accept the truth... and you're

excited to discover the five marketing secrets which will
truly bring you a predictable, reliable, and consistent
flow of new customer sales – you want to read every
word on every page of this book.
Fact is: No matter how much you've been taught

about online marketing, you have not been told the full
story. I won't say you've been lied to. But, there's a
reason you've been kept in the dark.
First, here's the brutal truth:
None of the common marketing tactics you're

being taught will ever bring you the "big money"…
without you understanding the five things
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you're going to learn in this little book.
Consider these: the missing pieces.... the

elements left-out... the indispensable marketing
strategies concealed from you and the rest of the
market. The stuff the "experts" don't tell you.
Why would they keep these five things hidden

from you?
For two simple reasons:
(1) Most "experts" simply don't know them.
(2) They're not easy to sell to entrepreneurs.
Yet, as you're about see in the following pages,

these five things are absolutely essential... mandatory...
if you're to ever have marketing which brings you new
customer sales, every day... day after day.
So, as I see it, not sharing these with you is

simply callous.
And it's exactly why -- despite it being easier

than ever to create marketing pages and publish all
different types of content -- eight out of ten online
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entrepreneurs are still struggling to generate consistent

new customer sales every day.
Because they've never been taught the five things

that you're about to learn.
Even with all the "internet marketing"

conferences, courses, books, coaching programs, and
mastermind groups, most online entrepreneurs are still
not experiencing the business growth or take-home
income they desire.
Again, because they've never been taught the five

things you're about to learn.
So, if you're not getting new customer sales every

day... if you're struggling to get adequate sales
conversions... if you're having a tough time generating
profitable traffic... or if you're just not banking the
money you're after from your business -- this little book
is going to be a complete game-changer for you.
So, what do you say?
Let's get down to business.
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Chapter One
The Most Powerful Marketing Secret

Of Them All!
Sadly, there seems to be this unspoken belief

today that the most important element behind profitable
marketing is simply having a funnel — the right
sequence of web pages and offers.
Go to any marketing-related Facebook group or

forum and you’ll see swarms of questions, like:
What’s the best type of lead magnet to use?
Which is better: a video sales letter or webinar?
Should I offer something low-priced or

high-priced first?
How many upsells are best?
How many emails should I send in the

follow-up?
Even when marketers hear about another
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successful campaign, they ask these same types of

questions (e.g. what was your price point, how many
upsells did you have, how was the funnel setup, etc.)
But here’s the brutal truth:
A whizbang marketing funnel with all the tactical

bells and whistles that presents a mediocre marketing
idea… will never beat a simple marketing funnel that
presents a new, unique, and compelling marketing idea.
The real power lies not in the depth or

sophistication of the funnel.
The real power lies in the quality of the idea

behind the funnel.
The “perfect funnel” will never make up for a

weak marketing idea.
Like the saying goes, “You can put lipstick and a

dress on a pig, but you’ll still have a pig.”
You can’t make-up for a boring, ordinary

marketing idea with whizbang funnel tactics. That’s
what the average marketers are trying to do. And that’s
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why most are struggling.
Fact is: the money is not in the funnel. It’s in the

marketing idea.
And not understanding this, or ignoring it, will

cost you more sales, money, and business growth than
you realize.
It was around 2008 that I first came to

understand this.
I was chatting with legendary direct marketer,

Mark Ford.
Mark has been the chief marketing consultant

for Agora Inc., a direct response publishing company. It
was only a handful of years ago Agora was doing around
10 million a year. Today, they do over one billion in
annual sales.
We were sitting at a table outside a cigar lounge

in Delray Beach, Florida.
Curious, I leaned over and asked Mark, “How

has Agora been able to grow so big and so fast?”
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I fully expected Mark to say something about

Agora’s list size or the amount they invest into
advertising or the quality of their copywriters. But that’s
not at all what Mark said.
“We recognized early on, when it comes

to marketing, we’re really in the idea business.
We're in the business of developing interesting,
arresting, and captivating ideas.”
It took a bit for me to fully digest what Mark was

saying. But, once I did, it made complete sense.
Everything we do as marketers is built on top of

some idea.
Whether we're publishing a blog post, creating a

video for YouTube, doing a Facebook Live, or creating a
landing page, a sales page, or a full-blown marketing
campaign… behind each of those is an idea.
That idea can be new and novel. Or it can be old

and run-of-the-mill.
The idea behind what you’re sharing in your

marketing campaign could be a plain vanilla, average
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idea which rolls off the back of your prospects as

something they've seen or heard before. Or, it could be
an idea that strikes your prospects as new, unique, and
different. As something they find startling, arresting,
and compelling. Something they have to stop and hear
more about.
Now, please understand: In this context, I’m not

talking about the idea behind your product or service.
I’m not talking about you coming up with the latest and
greatest idea for some new app, new technology, or new
biotech breakthrough.
No. I’m talking about the idea behind your

marketing message. The idea behind what you’re saying
in your ad, your headline, and throughout your
marketing funnel.
You see, the quality of the marketing idea

determines the success of the marketing campaign —
and ultimately how well it converts prospects into
buyers. Because the quality of the idea is what
determines whether prospects will take notice, stop
what they’re doing, and engage with your marketing
message.
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Now, here’s the thing…
Mark didn’t stop at simply getting me to

understand the foundational value and necessity of a
good marketing idea. He continued by explaining what
he said was “the real secret behind the biggest, most
profitable marketing campaigns published.”
He said it was the true secret behind how many

of the biggest direct response companies and
entrepreneurs are able to produce millions of dollars
from their marketing promotions.
And that it was the one, single thing which has

created more millionaires and multi-millionaires in the
direct marketing world than any other single strategy or
tactic.
And that if I really, truly wanted to make the “big

money”, I needed to learn it, master it, and implement it
with every marketing campaign I rolled out.
That’s when he taught me about…
“The Big Marketing Idea”
Over the course of the next six years, I went on a
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life-changing exploration… investing well over 1,500

hours… researching and studying the “Big Marketing
Idea”.
I went through and analyzed everything about it

that I could get my hands. Even going as far as to
scrutinize and dissect over 92 individual
million-dollar-plus marketing campaigns and sales
promotions. (I won’t even tell you what I had to go
through to get those, let alone go over every detail of
them with a fine-tooth comb.)
I questioned every top advertising copywriter I

could get access to… including, Mike Palmer, the guy
who wrote the End Of America — the most successful
marketing promotion ever to come out of the financial
newsletter publishing industry.
And, as I routinely saw Mark over those next six

years at Cigar Connoisseur, I picked his brain
relentlessly about the “Big Marketing Idea”.
I fired dozens of questions at him like: how is a

“Big Marketing Idea” discovered? How do you know
when you have a “Big Marketing Idea”? How do you
turn ordinary marketing ideas into “Big Marketing
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Ideas”? How do you communicate the “Big Marketing

Idea” throughout a marketing campaign? How do you
know when you’ve chosen the correct “Big Marketing
Idea”? And so on and so on.
And frankly… it was…
The Most Profitable And Eye-Opening

Journey Of My Life!
Now, look: Before going any further, I need to

make sure you understand something. This is critical.
So, please pay close attention.
When I say, “Big Marketing Idea”, I’m NOT

talking about the typical marketing “hook”, “promise”,
“premise”, “theme”, or “benefit-driven headline”. Nor
am I talking about the “idea” behind your product, your
Unique Selling Proposition, your positioning statement,
or your string of marketing claims.
No. Those are all valuable. Sure. And those are

all taught by most marketing experts. Absolutely. As
they should be.
But… as you’re about to discover, those are not
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responsible for why some marketing campaigns produce

millions a year while most others don’t even come close.
Those, in fact, are the exact things Mark dismissed when
he said, “It’s the stuff marketers are taught to focus on.
But, it’s not what makes an advertising promotion a
grand-slam home run”.
And, it was only until I was knee-deep into my

six-year journey of mastering the use of the “Big
Marketing Idea” that I came to the startling realization -
even though the “Big Marketing Idea” was almost never
taught or talked about publicly by marketing experts… it
was acknowledged by almost all of the best marketers on
the planet as…
The Real Secret Weapon Behind Their

Marketing Success & Wealth!
They almost all said, it wasn’t their copy, their

headlines, products, or offers.
No. It was the “Big Marketing Idea” they

credited.
For example: take legendary copywriter, Gary
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Halbert.
Most students of marketing think Gary’s

monster success as a copywriter came from his sales
chops and writing skills. That’s what I thought. But
that’s not what Gary said.
In fact, listen to what his son, Bond Halbert,

shared (when being interviewed) about the most
valuable marketing lesson Gary ever taught him:
HOST: “You mentioned right before we jumped

on the phone how one of the things your dad, he's
known for copywriting and whatnot, but what he always
thought was the most important thing, the thing that he
felt biggest about and you agreed as well is The Big
Marketing Idea.”
BOND: “People would come to my dad and try

and learn copywriting and he would give them a
word-smithing lesson and tell them how to begin their
copy and how to close, and stuff like that. Pretty quickly
when they felt like, ‘Okay, I am getting some of that,’ he
would start to teach them what was important. What
was important was not that, it was ‘The Big Marketing
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Idea’.”
And, even Gary himself, when writing (on one

rare occasion) about how powerful the “Big Marketing
Idea” is… and why it needs to be the foundation of every
marketing campaign… said…
“It’s so damn valuable!”
And Gary is just the beginning.
Clayton Makepeace, the highest-paid active

copywriter today, says his biggest winners in terms of
his copywriting and his promotions were all based on
“Big Marketing Ideas”.
“It’s from your marketing’s ‘Big Marketing

Ideas’ that accelerated growth in your business
happens”.
How much growth? Well…
Look at what Mark Ford wrote in one of his

newsletters about the money produced thanks to the
“Big Marketing Idea”:
“I have learned many valuable lessons from my
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15-year partnership with Agora’s legendary CEO,

marketing genius Bill Bonner. None is more important
than The Big Marketing Idea. Bill is widely recognized
as the man who brought The Big Marketing Idea into
consumer direct marketing and sold more than a
billion dollars’ worth of publications by doing so.”
And how about, John Forde (no relation to

Mark), Bill Bonner’s most famous copywriting protégé -
here’s what he said:
“For all the great tips and tricks that can make
an ad look slick, you'll fail if you don't have a ‘Big
Marketing Idea’. I can tell you personally, every
winning ad I've ever written has had a ‘Big Marketing
Idea’ at the core.”
Even legendary ad man and copywriting giant,

David Ogilvy, championed the necessity of having a “Big
Marketing Idea”:
"You will never win fame and fortune unless

you invent ‘Big Marketing Ideas’. It takes a ‘Big
Marketing Idea’ to attract the attention of consumers
and get them to buy your product. Unless your
advertising contains a ‘Big Marketing Idea’, it will pass
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like a ship in the night.”
And I could go on and on listing out a string of

world-class entrepreneurs, marketers, and copywriters
who all attribute their monster success to their
understanding of — and ability to find and develop —
“Big Marketing Ideas” for their marketing promotions.
Many credit their first “Big Marketing Idea”

campaign for the point in their careers when their
income and reputation shot into the stratosphere. A true
transformational event. Which is why…
One “Big Marketing Idea” For One

Marketing Campaign Can Change Your Business
(and Life) Forever!
Just one “Big Marketing Idea” for one marketing

campaign can bring in more sales for your business than
most entrepreneurs will make in their entire lifetime.
Seriously.
For example:
With one marketing campaign built on one “Big

Marketing Idea”… my good friend and former business
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partner, Rich Schefren, created one 29-page report…

and generated over three million dollars in sales in 7
days! With another seven million dollars in sales
coming-in over the next year.

Marketing Idea”… Porter Stansberry launched S&A
Investment Research… which today is the largest
investment advisory in the world… generating over a
hundred million dollars a year.

Marketing Idea”… marketing wizard, Frank Kern,
helped his client, Neil Strauss, sell a product in the
dating market… and generated over $1.4 million dollars
in just four hours!
And, with one marketing campaign built on one

“Big Marketing Idea”, Mark Ford, at the age of just 33,
launched his first financial newsletter subscription, The
Oxford Club, which generated over 30,000 customers,
was later sold to Agora, and allowed Mark to retire…
financially-free… before turning 40!
All… from… just… one “Big Marketing Idea”.
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See: A “Big Marketing Idea” is a way of crafting a

marketing message which your prospects see as new,
unique, and different. As something fresh and timely. As
something exciting and beneficial. As something they
want to engage with because it promises to open their
eyes to something they haven't been exposed to before.
And because of that, when your marketing is

built with a “Big Marketing Idea”, it stands-out, gets
attention, and compels prospects to consume your
message. Ultimately, leading to greater sales.
And that’s why I've become absolutely convinced

it’s more crucial for you to focus your attention on
learning how to develop “Big Marketing Ideas” for your
marketing campaigns, than on any other single
advertising strategy or tactic — regardless of what
business you’re in, what you sell, and what marketing
campaigns you may currently have in place.
Having a “Big Marketing Idea” will ensure your

marketing cuts through all the noise and clutter and
makes your message stand-out from all of the others.
It’ll get you attention, engage prospects, and compel
them to want to hear more about the idea… and
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ultimately, your product and offer.
Think of it like this: The “Big Marketing Idea” is

really the advertisement for your marketing campaign.
It’s the hook for your marketing message.
Again, it's not the hook for your product. And it's
not the hook for your offer.
It's the advertisement and hook for your

marketing message itself. It’s the idea behind what
you’re presenting to prospects.
And that idea goes way beyond your copy and

the simple wording of a headline.
See: Your idea and your headline are not the

same.
Your headline is simply the expression of your

underlying marketing idea. Every headline, just like
every book title, is there to communicate an idea. And
every marketing idea can be presented a number of
different ways with a number of different words.
Simply changing your copy, adding a word, or

replacing a word with a more descriptive word in a
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headline, doesn’t necessarily change the underlying

idea.
Changing “How To Grow Big Tomatoes” to “How

To Grow Monster-Sized, Juicy, Red Tomatoes” doesn’t
make the idea behind the headline better. It may make
the copy behind the headline better. But the idea behind
the headline is still the same.
What we’re talking about is the underlying idea

behind your headline.
For example, take a look at this book:
You can see from the title it’s, obviously, all

about how to outsource your business. I don't know who
published this. I don't know the author behind this. I
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don't know where this came from, but it’s crystal clear
what this book is about.
It's a simple, straight-forward, ordinary idea:

how to outsource.
I have no idea if this book sold well or not at all.

If I was a betting man, I would bet a stack of chips it did
not.
Now I want you to compare it to this book:
The 4-Hour Work Week. It was on the New York

Times' Bestseller List for over four years. Translated
into 35 languages. Sold over 1.3 million copies. And put
the author, Tim Ferriss, on the map.
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What’s the difference between the content, the

material covered in The 4-Hour Work Week and the
first book, How to Outsource?
Really, there is no difference. Both are about

outsourcing for your business.
The difference is not in the content. The

difference is not in the essence of the material. The
difference is in the idea behind how the content is being
presented.
Tim Ferriss took the ordinary and common idea

of outsourcing, and turned it into something new,
unique, and different. Into, a “Big Marketing Idea” —
you can work a four-hour week, escape the 9-to-5, live
anywhere, and join the new rich.
And that one shift — that one “Big Marketing

Idea” — was enough to propel Tim Ferris on to
super-stardom in the publishing world.
That's the power of a “Big Marketing Idea”.
So here’s the big takeaway:
Don’t allow yourself to fall prey to lie average
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marketers have bought-in to — that you can make-up for

an ordinary, run-of-the-mill marketing idea with
whizbang funnel tactics.
You can’t.
Instead, focus the bulk of your time and

attention on developing “Big Marketing Ideas”.
With the right “Big Marketing Idea”, the funnel

model, timeline, and fancy-pants tactics become far, far
less important. Almost, insignificant
That’s why great ideas and messages can be

delivered in a variety of formats, via a variety of
mediums, and still resonate and move people.
When you understand and use the formula for

developing “Big Marketing Ideas”… you’ll possess the
knowledge and ability to crank-out marketing
campaigns that standout, get attention, engage
prospects… and bring you more leads, more new
customers, and more sales than you can imagine.
---
FREE GIFT #1: One of the things which can help you
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understand the nuances of “Big Marketing Ideas” faster is seeing

real-world examples of ones which have produced millions in sales.
I’ve been collecting them for years. And I’ve saved 21 of the best,
most profitable in a neat little resource I call my “Private Big Idea
Swipe File”. And you can have it free. Go here to get your copy
http://unconvertedbook.com/swipefile-0313
instantly: h ttp://unconvertedbook.com/swipefile
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Chapter Two
How To Create Buying Demand Out Of

Thin Air!
Have you heard of the Google Marketing Slap?
Not the “slap” related to SEO, rankings, or any

black hat shenanigans.
I’m talking about the Google Marketing Slap.
If you haven’t heard of it, it’s likely robbing you

of a significant amount of new customer sales.
Here’s how it works:
A prospect enters your marketing funnel…

watches your video sales letter… hears you mention one
of the “trigger” words or phrases… immediately presses
pause on your video… and goes over to Google to search
for where they can get a cheaper, more convenient
version of your product.
You lose a sale. And a competitor gets what could
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have been your new customer.
And this is happening to you over and over…

likely every day… if your marketing message isn’t
properly designed to prevent prospects from viewing
your product as a generic, commoditized solution.
Let me give you a simple example:
Let's suppose you're marketing and selling a

powerful fat burning supplement. It has great branding,
a great name, a great website, and great testimonials
and case studies.
But, in the middle of your marketing message

you tell prospects the reason why your fat burner works
is because it contains the amino acid L-Carnitine — a
“nutrient” which can be obtained in a variety of different
products from a variety of different sources.
On the surface, this may not seem like a big deal.

I mean, you’re just explaining how your fat burner
works to help your prospects lose weight, right?
Wrong!
Because, with this type of marketing message,
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what you’ve really done is commoditized your product.

You’ve presented it as a generic solution, whether it is
one or not.
Now, because of the way the marketing message

is constructed, there's no longer anything unique,
different, or special about your fat burning supplement.
Nothing new about how it works.
And, boom… the Google Marketing Slap.
So, your prospects press pause on your video, go

over to Google, and do a quick search for L-Carnitine.
And what comes up? Dozens, if not hundreds of
different options for where to get it cheaper, faster, etc.
This is why you must… MUST… make sure your

marketing never positions your product or service as a
generic, commoditized solution.
Instead, you want your marketing message to

present your prospects with a “proprietary solution”.
Something exclusive and different.
And that's what having a Unique

Mechanism™ at the heart of your marketing does for
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you.
So, what is a Unique Mechanism™?
It’s nothing more than the unique piece, part,

component, aspect, process, or system behind your
product or service which makes your product work. It’s
the thing within your product or service that gives your
prospect the result. It's the reason why your product or
service works.
And every product or service can have a Unique

Mechanism™. Because it’s nothing more than a
marketing invention. In fact, there are three simple ways
to identify and name a Unique Mechanism™ for any
product or service. And the process is fairly
straight-forward.
Selling a software? The Unique Mechanism™

could be the "algorithm" behind how it works.
Selling massage therapy? It could be the

combination of different bodywork methods you use.
Selling a cardiovascular supplement? It could be

the nutrient formula.
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Selling birthday cakes? It could be the unique

recipe you use.
Again, no matter what you’re selling — no matter

the product, price, or market — you can identify and
name your own Unique Mechanism™.
And when you do… and when you properly build

it into your marketing… you not only prevent the Google
Marketing Slap by having a “proprietary” and exclusive
solution… you also give your prospects tremendous
hope and excitement in your product or service.
See: Presenting a Unique Mechanism™ at the

heart of your marketing gives your prospects hope that
maybe this time… with your product or service… they
will experience the results they’re after — the results
which have eluded them. The results which they didn't
experience from the other products and services they've
bought.
It gives them hope, because they view the Unique

Mechanism™ as the thing they've been missing. The one
thing they haven't tried. The one thing that's been
missing from all the other products and services they've
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bought.
It gives them hope that maybe this time things

will be different because of the Unique Mechanism.
Because they've never tried another product or service
with this mechanism. So… maybe… this will be the
difference maker for them.
And when that happens, watch how fast your

sales conversions shoot up.
---
FREE GIFT #2: Learn the details of how to structure your

own Unique Mechanism™ with access to a free four-part E5 Method
Workshop series. Go here:
http://unconvertedbook.com/workshop-0313
http://unconvertedbook.com/workshop.
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Chapter Three
The First 350-800 Words Out Of Your

Mouth!
What you say, and don’t say, at the beginning of

your marketing message has a tremendous impact on
your sales and your conversion rate.
And most marketers get this all wrong.
Most, have never been taught the correct way to

open their marketing.
Yet, the first 350 - 800 words of what you say

can make or break whether prospects ever even see your
offer. Let alone, respond.
Get those first words right... and you'll make

more sales and more money without having to change
any other element of your entire marketing campaign.
Let me illustrate how to do it correctly with a

quick story.
If you didn't know, I'm a Jersey boy. Born and
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raised. Now living in South Florida with my wife and

two daughters.
My backyard has a gorgeous water view of a lake

stocked with turtles and large-mouth bass, and likely a
gator or two.
When I first moved down here ten years ago, a

couple of days a week I'd take my girls out back for a
little fishing. But, not being an experienced angler, I
botched many opportunities to pull the big ones out of
the water. Here's why...
Whenever I felt a fish swallow the bait I'd

immediately begin reeling-in as hard and as fast as I
could. And it was exciting.
My rod would be bent over. The reel would be

tight and screaming. And my girls would be jumping up
and down cheering me on.
I was all ready to be the outdoorsman hero.
But, then... in an instant... it would all stop.
The line would go slack. The rod would

straighten-up. And I'd reel-in nothing but my torn bait
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UNCONVERTED
and a few blades of grass.
What the heck happened?
The fish spit-out the bait and swam away, that's

what happened.
Why?
Because, as I later learned, before reeling in any

fish, you need to "set the hook" -- yank back on the rod
to make sure the hook gets embedded in their jaw so
they can't spit it out and swim away.
Once I began setting the hook, I rarely ever lost a

fish again.
Today, I routinely pull chunky three pounders

out of my lake. And, today, I do look like the
outdoorsman hero. Sort of.
Just like with fishing, if you attempt to reel your

prospect in too early in your marketing, you'll lose them.
They'll spit your marketing out and swim off to a
competitor.
Before attempting to reel prospects in, you need
3637
to "set the emotional hook". If you talk about your

product, your product features, your product benefits, or
your offer before setting the emotional hook properly,
you'll lose most prospects.
What you say, and don't say, within the first 350
- 800 words of your marketing campaign determine how
well and deep that hook gets set.
To set the hook firmly in your prospects' mind

and heart -- so they're highly-engaged and glued to your
message -- you need to get them emotionally
excited about the pay-off and benefits they can
experience with your Unique Mechanism™.
That's it. That's the whole objective of the first

350 - 800 words.
Do anything else, skip this, or get it wrong, and

your conversion rate will continue to suffer. You'll
continue to let new customers slip away. And you'll
continue to make less money than you could and should.
Learn how to properly set the emotional hook in

the first 350 - 800 words of your marketing, and watch
as you pull more and more new customers out of your
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market and into your business. Watch as your sales

conversion rate jumps up immediately. And watch as
you bank more and more money.
The choice is yours.
3839
Chapter Four
Controlling The Verdict!
Have you heard the expression, "Good marketing

is really just salesmanship in print"?
Well, today, it's dead wrong.
Fact is: Marketing and selling are two different

activities with two different objectives.
If you're reading this little book, like me you're a

marketer. Not a sales person.
So, you should be marketing, not selling.
And here's the deal:
Selling is all about your product: the features...

the benefits... the price... the terms... the guarantee... the
bonuses... etc.
Selling is what you do when you're talking to a

prospect who already knows they want your type of
product. And your job is simply to show them what
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makes your product a better choice than the others.
But what about all the other prospects in your

market who don't know what they want yet? The ones
who don't know what type of product or service they
want. Who, maybe, are just aware of their problem or of
the need for a solution. The ones who don't know what's
out there or any of the possible products and services
they can use.
That's where marketing comes in.
And, as Peter Drucker said, "The job of

marketing is make selling superfluous." To make selling
unnecessary.
Marketing, when done correctly, creates demand

for your product or service where it didn't exist before. It
takes your prospect's desire for a result and transforms
it into a desire for your product. And it creates the desire
before you ever even mention your product or service.
But, if you conflate selling and marketing...

thinking they're the same thing... you’ll never see sales
from the largest segments of prospects in your market.
You'll lose-out on a big, big chunk of potential buyers.
4041
Because, without an effective marketing argument

before you present your product, you only have a chance
to convert the prospects who already know what they
want. But you'll miss-out on all the other prospects not
quite ready for a "sales pitch".
See: Every high-conversion marketing campaign

is made-up of two main chunks:
(1) the marketing argument
(2) the offer presentation (the selling)
When you have a properly structured marketing

argument, the offer presentation is a simple and natural
extension. With a solid marketing argument, the offer
presentation is easy and comfortable and produces a
much, much higher sales conversion rate.
Sadly, most marketers have never been taught

how to put together a simple, yet powerful marketing
argument. Most have been taught to simply focus their
marketing around product benefits (i.e. "These are all
the great things my product will do for you.) Which, you
now know, is selling, not marketing. And is only
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appropriate for the smallest segment of your market.
An effective marketing argument establishes the

beliefs your prospects need to have in order to buy no
matter where they are in the buying cycle.
And here's the thing:
A properly structured marketing argument is

much more akin to a prosecutor presenting a court case
than it is a salesman pitching a product.
Think about it:
A prosecutor constructs their opening remarks,

entire line of questioning, and closing statement to
establish certain beliefs in the minds of the jury
members.
The prosecutor's opening remarks... that’s

setting the emotional hook.
The bulk of the prosecutor's presentation... that’s

the marketing argument.
The closing statement... that’s the call to action.
4243
From beginning to end... presenting a rock-solid,

airtight emotional and logical argument which leads the
jury to a single conclusion.
And that's exactly what effective marketing does

-- it sets the emotional hook and presents a rock-solid,
airtight emotional and logical argument which leads
prospects to believe their problem can be best solved
with your Unique Mechanism™.
It's a beautiful thing in action!
Because, when it's done correctly, it positions

your product as unique and different... it prevents the
Google Marketing Slap... it creates demand for your
product... and it propels prospects to buy because they
see your product as the only place to get the benefits of
the Unique Mechanism™.
And when you have a marketing message

constructed like that, instead of the typical "sales pitch"
approach you've likely been taught to use, you convert
prospects into buyers at a much higher rate... while
building goodwill, establishing authority positioning,
and generating excited new buyers.
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---
FREE GIFT #3: Learn how to structure your own

powerful marketing argument for your specific product or service in
a single free masterclass webinar. Go here:
http://unconvertedbook.com/workshop-0313
www.e5camp.com/webinar.
4445
Chapter Five
The Marketing Tale Of The Two Cars
"This is one of the most important... and most

valuable marketing lessons I can share with you," I
said to David.
We had just kicked-off his four months of

apprenticeship. We were on Zoom. And I was getting
ready to show him some stuff on my screen.
"It can make a mediocre marketing campaign

convert like crazy. It can double, triple, even quadruple
sales conversions. And, it's the ultimate shortcut to
having a marketing campaign that produces the sale.
But, it’s not what you think."
I had David's complete attention.
That's when I shared the marketing tale of the

two cars.
Let me give you a quick overview...
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UNCONVERTED
Imagine I've asked you to sell two cars for me...
One is a brand new 2018 gun-metal Jaguar

F-Type coupe. Gorgeous. Fully loaded. Outfitted with
every bell and whistle you can have. Valued around
$90,000.
The other one is a discolored 1973 Volkswagen

Thing. 163,000 miles. Original parts. No air
conditioning. And a blown gasket. Valued around
$7,500.
My instructions to you: Sell each car for

$30,000.
Now let me ask you…
How much marketing and sales skill do you

think it takes to sell a brand-new $90,000 Jaguar for
just 30K?
Yeah, not a whole lot.
How about the Volkswagen Thing? How much

marketing and sales skill do you think it takes to sell a
beat-up $7,500 vehicle for 30k?
4647
Yeah, A LOT! If you’d even be able to sell it.
With the Jag, it’d actually be difficult to screw-up

the sale. A simple ad on Facebook and maybe a little
landing page would likely do the trick.
You wouldn’t have to be a master copywriter… a

slick salesman… a tech wizard… or some marketing
automation guru.
And you’d probably have more calls and

interested buyers than you could handle.
But, the Thing… man o man, you better have

some serious chops to sell that bad boy.
Why? What’s the difference between these two?
Simple. The offer!
The offer for the Jag… over the top. A

no-brainer. A slam-dunk.
The offer for the Thing… garbage.
And, with every commercial proposition, the
4748
UNCONVERTED
offer plays the biggest role in making the sale.
The better the offer, the better sales conversions

will be.
The worse the offer, the worse sales conversions

will be.
And not just that...
The better the offer, the easier it is to generate

those conversions.
Meaning: There’s an inverse correlation between

the quality of your offer and the quality of marketing
needed.
A higher quality offer can get away with lower

quality marketing. Because the offer does the heavy
lifting.
A lower quality offer requires much higher

quality marketing to get the job done.
That’s why the savviest marketers start working

on any new marketing campaign by, first, assembling
the right offer. Before choosing the funnel model. Before
4849
writing a headline. And before setting-up any web pages

or doing anything else.
And the offer is NOT just your product and price.
Your product is only one piece of the offer. One

of seven pieces to be more precise. Just like price. There
are other elements (e.g. terms, bonuses, guarantee, etc.)
You're not selling your product. You're selling

your offer.
And your job is to start with a great offer.

Because the offer will make or break your entire
marketing campaign. And make your job easy or
brutally difficult.
When assembled correctly — as a S.I.N. offer —

your offer can double, triple, even quadruple your sales.
When treated as an after-thought — something

thrown together in a few minutes — it can be the single
cause of in-the-toilet sales.
That’s why putting together a S.I.N. Offer is

one of the very first things I teach as part of my E5
C.A.M.P. (Customer Acquisition Marketing Protocol)
4950
UNCONVERTED
Masterclass.
It's that important. That critical.
5051
Fazit
Congrats and welcome to the club. You're now

part of a small percentage of entrepreneurs and
marketers who are no longer in the dark.
Because you now understand the truth about

what's at the core of every high-converting marketing
campaign.
You understand why and how a Big Marketing

Idea ensures your marketing message standouts, gets
attention, and captivates your prospects as something
new and different.
You understand why and how a Unique

Mechanism™ positions your product as unique and
proprietary... creates demand for your product... and it
propels prospects to buy because they see your product
as the only place to get the benefits of the Unique
Mechanism™.
You understand why and how "setting the

emotional hook" in the opening of your marketing
campaign -- the first 350 - 800 words -- keeps your
prospects engaged and excited to hear your entire
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UNCONVERTED
message.
You understand why and how a properly

structured marketing argument takes your prospect's
desire for a result and transforms it into a deep buying
desire for your product. Leading prospects to buy with
hope, belief, and excitement.
And you understand why and how having a

well-constructed S.I.N. Offer can double, triple, even
quadruple your sales.
Now I want to invite you to turn your newfound

understanding into a fully-launched marketing
campaign which brings you more new customers than
anything you've ever experience.
I want you to see the power of having the five

elements in your own sales-producing campaign.
And I want to invite you to do it with a coveted

seat in my E5 C.A.M.P. Masterclass.
If you’re looking to learn a powerful,

customer-generating method that will finally make your
marketing work, the E5 C.A.M.P. Masterclass will give
5253
you the path to succeed right away.
• Right off the bat you'll learn the difference

between setting-up an E5 Campaign and an
ordinary marketing funnel.
• You'll learn how to make sure you’ve nailed your

Big Marketing Idea to ensure your campaign gets
lots of attention in your marketplace.
• You'll learn how to identify and name your

Unique Mechanism™ so your prospects see your
product as something new, unique, and
different.
• You'll learn exactly what you need to say in the

critical first 350 to 800 words of your marketing
campaign so your prospects are engaged until
the end.
• You'll learn how to develop the perfect marketing

argument for your specific product or service
that gets prospects ready to buy.
• You'll learn how to construct your S.I.N. Offer

which makes it a no-brainer for prospects to
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purchase your product.
• You'll learn how to prove the profitability of your

new marketing campaign in just days... without
wasting any time or money.
• You'll learn how to grow the daily volume of new

customers you're getting by using my simple
traffic formula: B.A.C.O.
• ...and much, MUCH MORE!
And, in just 45 days you'll have your new and

profitable E5 Campaign published and bringing you
brand new customers.
PLUS: There's zero risk to put everything to the

test and see how fast the results come in.
Because you're protected by a full 100%

Money-Back Guarantee.
You're either thrilled with the quantity of sales

and new customers the E5 CAMP Masterclass is
bringing you, or you can send one email and get all of
your money back.
5455
This is your opportunity to finally have

marketing which really does bring you new customer
sales, every day.
You just need to take action and enroll in the E5

C.A.M.P. Masterclass.
Look:
I have no idea what your financial situation or

lifestyle looks like.
But I believe you're a motivated entrepreneur.
Maybe you want a successful business to finally

get free of a 9-5 job.
Maybe you want to elevate your family's financial

status.
Maybe you want to experience the best life has to

offer.
Or maybe you just want extra cash every month

you can splurge on a vacation, a new car, the newest
electronic gadget, or a second home.
5556
UNCONVERTED
Whatever you're after, this is your chance to

finally have a business which gives you the cash flow and
profits you want. It all begins when you enroll in the E5
CAMP Masterclass and learn how to use it to bring you
new customer sales, every day.
Do it. This will be best decision you make for

your business.
Go to:
http://unconvertedbook.com/e5camp-0313
http://unconvertedbook.com/e5camp
5657
U N CON VE RT E D
©2017-Todd Brown Inc.
TODD BROWN
Regularly referred to as, “The go-to guy
for creating wildly profitable marketing
funnels” and “the marketing funnel ex-
pert other marketing funnel experts go
to when they need help with their own
funnels”, Todd Brown has an uncanny
knack for being able to rapidly transform
ordinary, mundane marketing cam-
paigns into grand-slam money-makers.
With over a dozen years of in-the-trenches direct response market-

ing experience, Todd’s unique marketing funnel strategies, tactics,
and copy hacks have generated tens of millions of dollars for himself,
his coaching students, and his many clients.
His extraordinary list of well-known clients -- many of which are

some of the most respected marketers, copywriters, and entrepre-
neurs in the online marketing community today -- consists of indi-
viduals and companies in several dozen different markets and nich-
es... from over 23 different countries around the globe.
Todd has also been part of multiple marketing projects with business
luminaries such as: Rich Schefren, Jay Abraham, Clayton Makepeace,
John Carlton, and many other legends of the direct response world.
And that’s why Todd is consistently able to produce such extreme and
radical results for his clients -- and FAST!
57
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5 Provocative Marketing Truths

FIRST EDITION 2017

Copyright © 2017 by Todd Brown

All rights reserved. NO part of this book may be

Published by Todd Brown

For further information about orders email Support@

Whether you have a great product or not…

Your entire existence as an entrepreneur lives

Your business success is based on how well your

If you have marketing which is bringing you new

If not, your business, your income, and your

You can choose to ignore this fact and bury your

Either way, YOU MUST RECOGNIZE:

All the “cool” whizbang marketing tactics and

More tactics are not the answer. And you likely

You need something different.

So, ​yes,​ I’m going to tell you things in this book

Stuff about marketing campaigns most other

Stuff... the "experts" are afraid for you to hear.

Fact is: The methods you’ll find divulged in the

Not because they’re not true. But because they’re

Yet, what you're about to read goes against

But what you'll discover in this little book will

Hi, my name is Todd Brown.

You may recognize my name as the marketing

Or you may have seen my name in any number

Or, you may have seen well-known online

Regardless, what you'll find in the following

If you're not willing to accept brutal honesty, this

If you are willing to accept the truth... and you're

Fact is: No matter how much you've been taught

First, here's the brutal truth:

None of the common marketing tactics you're

you're going to learn in this little book​.

Consider these: the missing pieces.... the

Why would they keep these five things hidden

For two simple reasons:

(1) Most "experts" simply don't know them.

(2) They're not easy to sell to entrepreneurs.

Yet, as you're about see in the following pages,

So, as I see it, not sharing these with you is

And it's exactly why -- despite it being easier

entrepreneurs are still struggling to generate consistent

Because they've never been taught the five things

Even with all the "internet marketing"

Again, because they've never been taught the five

So, if you're not getting new customer sales every

So, what do you say?

Let's get down to business.

The Most Powerful Marketing Secret

Sadly, there seems to be this unspoken belief

Go to any marketing-related Facebook group or

What’s the best type of lead magnet to use?

Which is better: a video sales letter or webinar?

Should I offer something low-priced or

How many upsells are best?

How many emails should I send in the

Even when marketers hear about another

successful campaign, they ask these same types of

But here’s the brutal truth:

A whizbang marketing funnel with all the tactical

The real power lies not in the depth or

So, yes, I’m going to tell you things in this book

you're going to learn in this little book.

Curious, I leaned over and asked Mark, “How