Today I got an email from Shiv Shetti titled:
“This Black Friday, I’m declaring war
on Daniel Throssell”
I thought it was a joke.
Shiv is, after all, one of my oldest allies in the copywriting world.
But as I discovered …
It was no laughing matter AT ALL.
Because in that email …
Shiv revealed that Matt Bockenstette …
(A mid-tier “copywriting guru” whose career *I* launched)
… has been doing deals behind my back, with people who used to be MY copywriting “allies” …
All with the aim of forming some “super-coalition” to beat me in tonight’s Black Friday sales contest.
Shiv’s email included a text message showing they’d been talking about finally “beating Daniel Throssell”.
But in case it wasn’t clear …
Shiv then declared himself proudly #TeamBockenstette …
And encouraged his ENTIRE email list to go and sign up for Matt’s emails, and buy from him instead of me.
What the actual heck is this?
I’m sure Shiv did this at least partly in jest.
But at its heart, this is not funny to me at all.
Because it confirms something I’ve suspected for weeks:
After being less-than-honest in a business deal with me (story for another time) …
Plagiari—erm, “profit swiping” one of my emails, uncredited, from a LIVE funnel (also worth a whole other email) …
And being shockingly condescending when I called him out on it (yet another story) …
Matt Bockenstette is now obsessed with trying to beat me in this group Black Friday promotion.
And … I am really starting to get sick of this guy.
I know I haven’t really said much about the Black Friday deal so far.
Basically, we are both selling the same “base package” — a bundle of copywriting courses.
And there is a contest between all the copywriters involved … to see who can sell the most.
But for weeks, Matt has been doing deals on the sneak …
Arranging “bonuses” to sweeten his offer …
And lining up “allies” to promote it for him.
And — as is clear from Shiv’s email — it’s all very clearly in an attempt to beat me.
Matt has been bragging that he now has the “most valuable” bonus package.
(Spoiler alert: it’s a few old seminar recordings, a copywriting book he didn’t write, and a bunch of Gary Bencivenga newsletters that are literally free on the internet, but Matt is trying to sell them to you. No, really. Just Google “Bencivenga bullets online” and they’re all free. Ta-da, I just saved you $497. Sorry Matt.)
For starters …
No, Matt, you do NOT
have the best offer.
You haven’t seen MY offer yet.
And it’s much, much better than yours.
But more on that in a moment.
The point is …
I have created
As even Matt will tell you:
I was the one who kicked off his dazzling rise to copywriting fame these last few months.
I almost guarantee you’ve seen the name “Matt Bockenstette” in your inbox. The guy has been wheeling and dealing with anyone who has a pulse and will open their leg—er, their list to him.
And it all started with a list swap with me.
At the time I had no idea (he hid his intentions from me) …
But I was, of course, careful to not give him a word of endorsement.
(In fact, I was the only person not to blindly gush about Matt in a list swap — literally EVERY other copywriter I saw was only too happy to 100% endorse him, hours after ‘meeting’ him, purely because he was emailing about them in return. I will NEVER do that with my recommendations to you.)
And … I’m glad I didn’t endorse him. I may share tales of Matt’s duplicity in a future email. They will shock you.
But the guy that started out as a mere crazed fanboy …
Has now become
an uncontrollable menace.
Despite being full of platitudes and smiles to my face …
He has secretly been devoted to scheming, plotting and conniving to overthrow me behind my back.
It’s creepy. Bordering on some kind of marketing-fetish-slash-inferiority-complex.
And not content with copying my ideas, tactics, and even emails …
He has now apparently spent weeks forming a coalition with the sole goal of trying to best me.
But do you know what this means?
I’ve already won.
I’ve ALREADY proven that a one-man band doing nothing but sending a daily email full of originality, creativity and inventiveness … can shake up the whole copywriting industry.
I have crushed EVERY SINGLE affiliate promotion I have participated in … always with the smallest list.
Matt knows this.
He has followed me for months — bought my products — copied my welcome sequence — and used my tactics.
And he knows the ONLY way I can be toppled by someone like him …
(Who has possibly never published an original idea, and whose ENTIRE business revolves around selling or leveraging other people’s creativity and IP …)
… is for him to form a “coalition” of people specifically dedicated to beating me.
So even if Matt and his gang “outsell” me …
If the only way for me to lose is to be hopelessly outnumbered, outgunned, and deserted by my former allies …
It is an honour to be defeated in that manner.
There’s just one little problem for Matt …
There is ABSOLUTELY NO WAY
I am going down
without a FIGHT.
Yes, I am a clear underdog.
Yes, my list is outnumbered by a factor of two — maybe three — to one (possibly more — who knows what networking strings he will try to pull to outflank me).
Yes, I am hindered by ethical scruples which he might not share.
I am still Daniel Throssell.
I spit in the face of #TeamBockenstette’s swipe-based, unoriginal approach to our craft.
I defy those who believe copywriting should be stuck in some incestuous rut where it’s better to swipe than to innovate.
And I am NOT giving up my rightfully earned title to some pack of wannabes … without a VERY bloody fight.
You and your buddies wanna defeat me, Matt?
You want my crown so YOU can claim to be the guy who bested Daniel Throssell with your sneaky alliances?
Very well …
But you’ll pry it out of my cold, dead fingers.
So, Matt and the rest of #TeamBockenstette:
And now …
Allow me to introduce MY Black Friday deal …
And you will see why I have been warning you not to spend those precious little dollars on anyone else’s offer.
Because until Monday (the next 4 days) …
For the low price of just $994 …
I offer you EVERYTHING Matt is selling in his bundle (sans his book/seminar bonuses 🥱) …
Did that sink in?
EVERY ONE OF MY COURSES.
FOR UNDER $1K.
THE EMAIL COPYWRITING COMPENDIUM ($101).
UPWORK IN ONE HOUR ($200).
EMAIL CELEBRITY ($1,000).
THE INBOX DETONATOR BUNKER ($1,000).
EVEN MARKET DETECTIVE ($1,500).
ALL. FOR. UNDER. ONE. THOUSAND. DOLLARS.
And in terms of the pure, raw, real-world results they will give you …
My courses are worth a THOUSAND times more than a bunch of old dusty seminars … or even the rest of this entire BUNDLE.
And you get them ALL …
… for LESS THAN THE PRICE OF ONE OF THEM.
What’s more …
If you even needed more …
This is the LAST DISCOUNT SALE
I WILL EVER RUN.
I will NEVER be discounting my products again.
This is not a gimmick. And it’s not a trick.
I’ve been feeling worse and worse every time I discount my stuff.
Because I know discounts suck for people who already bought it.
And for my small group of superfans who already have all (or almost all) my courses … I will do something else to reward you. More on that in another email or something.
But the truth is …
This offer is so
FREAKING good …
That there is almost NOBODY who is not getting a screamer of a bargain here.
The only question for most is whether it’s a ripper deal … or a bloody-freaking-AMAZING ripper deal.
If you TRULY think, as Matt does, that getting 20+ hours of dusty copywriting seminars is going to be more valuable to you than my specific, targeted courses about the things that ACTUALLY work in copywriting in 2021 …
Power to you.
Go buy his deal.
But … I doubt it.
So, here’s your
call to arms:
Which side will you choose?
The dark, unoriginal, invading empire of #TeamBockenstette …
… swarming our industry with blind imitation, uncredited swiping, and underhanded list-building techniques?
Or the brave rebel holdouts of #TeamThrossell …
… encircled, overpowered, but desperately fighting to the bitter end for the sake of creativity, innovation, and brilliance in our craft?
We may not have the numbers …
But we sure as HECK
have the vision.
And while #TeamBockenstette, with its dedication to “swiping” and “copying”, claims to follow the footsteps of the greats like Ogilvy, Hopkins, Schwartz, Carlton, Bencivenga, and others …
It’s us on #TeamThrossell who recognise that these men were great BECAUSE they were original.
And ironically … WE are the ones who carry their true legacy.
WE bear their true spirit.
We, the true copy thinkers.
We, the true copy innovators.
We, the true
And it is to those few like-minded souls on #TeamThrossell that, tonight …
I will offer my ENTIRE suite of original, clever, powerful and fresh courses …
For the best price I will EVER offer them all.
are you on?
If you stand with me on #TeamThrossell …
Then check out my insane offer here:
And whatever happens …
This will be a battle for the ages.