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Marketing for Men

Convert Random Readers into Regular Readers (EliteFTS Case Study)




Even though we’ve never met or communicated, Dave Tate has been a major influence on my life. He currently owns and runs EliteFTS, a powerlifting equipment company. (I bought my Econo Prowler from there.) Because I admire Dave, I’m going to tell him something.

Your EliteFTS blog design sucks.

Whoa! Am I trolling Dave? No. I am using Dave’s terminology from an article he wrote years ago:

Getting from shit to suck is a snap, and most committed lifters can get up to Good within five years or so. It’s an okay place to be—you may be the best bencher in your big box gym and get tons of high fives—but in the grand scheme you’re nothing special.

Getting from good to great, however, puts you in very elite company. Few guys can ever do it, mainly because it requires getting through the dead zone, that period when absolutely nothing “works” and injuries (and frustration) start to mount.

Dave’s blogs are in the suck category. He can get from suck to good by making a few changes. (I do not offer consulting services, so this is not a pitch.)

How can Dave make his EliteFTS blogs good?

1. Take advantage of the “Wikipedia effect” by embedding links to old articles.

Have you ever been reading a specific article on Wikipedia when, three hours later, you’re on some unrelated Wikipedia page. “How did I get there?”

You went from a specific page to multiple other pages because every Wikipedia entry links to other entries. Click, click, click.

Every post at Danger & Play, my main site, links to other related articles. These links are natural and organic rather than forced.

This article you’re reading at includes natural, organic links to Danger & Play. See how I put them in there? How many tabs will you have open by the time you’re done reading this article?

Many people have said, “I open an article on Danger & Play and suddenly have 10 different tabs open.” (Pro tip: Make sure you set your links to open in a new tab.)

2. Why does Skip Hill have a testosterone level of 200?

I like Skip Hill’s Facebook page and saw he posted a new article on EliteFTS. Skip mentioned how he gained muscle while having a testosterone level of 200.

What the heck, Skip?!

I tried finding out the backstory, but since Skip hadn’t linked to his other articles, I closed the page.

I still have no idea what happened to Skip.

This is bad, because I’m already a “fan” of Skip!

I enjoyed reading Skip’s old forum, I know what “Skiploading is,” I’ve and read all of Dante Trudel’s articles and posts.

But they can’t even convert me into a regular reader of Skip’s blog.

If someone like me who gives a shit can’t find the information and closes the tab, what will happen when a random person stumbles upon an EliteFTS blog post?

3. I want to read your emails.

How can I get an email update when you publish a new article? Not EliteFTS the company, but individual authors.

People hate email marketing, but if you do it right, it’s great. The old school way is to use paid traffic to get guys to your squeeze page before running them through your sales funnel.

You email them non-stop trying to sell them.

That’s not how I use my email list. In fact, I think the only time I’ve sold my list something was to let them know about the Juice Power series of books.

My email list is at 6,500 while having a 44% open rate and 13% click through rate.

Email open rate and click rate

I only started building my list last year after my good friend Victor Pride recommended I do so. I average 25 new subs a day. Imagine how massive my list will be in 5 years.

These are 100% organic opt-ins, too.

You can read all of my old newsletters here.

email newsletter open rate

There’s nothing magical about what I do.

If you write quality content, people will want to read it and they’ll be happy to open your emails.

Guys have even written in to tell me they are excited to see a new email from me.

You can increase your newsletter subscriptions by giving people a way to subscribe right in the middle of the post.

Let’s get meta. Enter your email below and hit subscribe to join to my mailing list.

4. Turn your Facebook updates into a post.

Facebook is a great place to have a conversation, but once the discussion is over, it’s over. You need to start scaling your social media.

I turn my Tweets into blog posts. One of my best posts came about after a Facebook discussion.

Don’t be afraid to post something like “10 Random Thoughts About X.” Is that high art? No, but if you’re starting off and learning how to write, your material is going to suck anyway.

Danger & Play sucked three years ago. It started off as chicken scratch and is now approaching great novel status.

If I had been afraid of sucking for all the world to see, Danger & Play would not exist as it does today.

Dave, thanks for what you’ve done.

This article might piss you off, and I don’t really care if it does. I don’t adjust my message for a person’s feelings.

I believe, as you do, that we should, “live, learn, and pass on.”

I’ve learned from you, and in my own life have learned a few things.

Now I’m passing it on to you.

Read next: How to Write a Long Form Sales Letter that Isn’t Spammy and Actually Works.

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  • I heard you talk about the “Wikipedia effect” elsewhere and began implementing it into my site – and my bounce rate went from over 98% (lol!) to right around 80%. Huge improvement – and way more page views as a result.

    Now, I don’t know if 80% is actually any good (it doesn’t seem too good to me), and I’ll obviously keep trying to get more engagement, but it is amazing how simple little tips like that can make such a big difference.

  • You and Victor inspire me to get my story out and start blogging. My blog is currently in the shit stage. Lol

    • It takes a while. Write every day, even if you don’t publish it.

  • Jim

    You’re really cool.

    Do you miss California?

    And have you ever thought about being a famous actor with a dignified intelligent masculine vibe?

    I could see you as a Sean Connery or George Clooney type of guy- I mean you’re jacked, successful and published lawyer, master blogger, military get- dude you should be a Senator.

    • Hah, thanks for the kind works but I’ll never go mainstream. I don’t miss California at all. Cali has fallen pretty far and a lot of people are leaving.

      • Jim

        I remember the podcast where you were talking about being from a lousy, red neck town in Illinois (Im from a similar place) so I figured moving to California was an upgrade overall.

        2 things-
        Can you specify what it is about California that makes it less than optimal now?

        And in the spirit of positivity/forward thinking-
        What places are looking solid for the future?

        • California is expensive (which is fine) but the value is low. The roads are crap. The air is filthy. Vegas, Phoenix, or Denver are where I’d live if returning to the U.S.

  • Anon1

    The wikipedia effect is so damn true mike. I have maybe 50-60 of your best articles bookmarked and i’m always finding more stuff from your early years that are still fantastic and timeless even now.

    I’ve had a major slowdown on my personal site at the moment. Publishing a lot less, for like a couple months now. But i am writing a hell of a lot more. And practising coming up with as many ideas as possible for just about anything and everything. It’s accumulative and provided i have my life generally in balance i find that i’m getting better and better at coming up with non traditional, novel solutions to contemporary problems. Also (to steal James Altuchers line) i practise a lot of idea sex with my lists, to find something uniquely special.

    I’ve start experimenting with a few shortish posts on FB too. Testing the water for which people out of my real life network would be responsive to the kind of stuff i want to write about.

    Its interesting, finally putting more of myself out there rather than the carefully curated image i had previously. Its bound to piss off more than a few people.

    But what i’m slowly learning is that you really aren’t worth much of a damn if you don’t have atleast a few real life haters.

    People who put themselves out on the line and dare to speak the truth will have people who love them, people who hate them, and people who are largely indifferent to them.

    Its a necessary cost of success to have some people dislike you for your very deepest held principles. And i’m trying to be as consistent with my real self as possible.

    • It sounds like you’ve come a long way. You started off very unsure of yourself. This is great progress; thanks for letting us know!

  • sucks when you read the truth and realize just how far your current efforts are from it. Doesn’t mean I don’t appreciate reading the truth though — thanks

    • It’s all step-by-step laid out for you, though, so improvements can be made immediately.

  • Here I am again to say you’re totally right.

    I followed that blog until they “upgraded” their site. It may work as a store but not as a blog.

    Not only their blog is hard to read but they also have everything together, training logs, articles, promos etc. They are making things comfortable for costumers but certainly not for readers.

    – Gerard

    • Maybe their sales are way up, in which that would make sense. I thought thought it looked and and deleted it. (I had been a customer before.)

  • I took my writing more seriously, no more throw-away posts, which is what you’d done with the post I pointed out. “Raise your standards” is what I did and suggest others do.

  • Thanks Mike! You just gave me a bunch of new ideas to take action on in my business. 1. Linking to old posts and related articles in new ones sounds like a great way to provide a ton of value with just one post. 2. Turning Tweets and FB posts into blog posts could make for an interesting blog post. 3. 44% open rate is phenomenal! I’m gonna have to sign up and see how you do it although I’m pretty sure you already told us how. My next FB post…”10 Random Thoughts About The Battle of the Sexes”.

Marketing for Men

How to Survive a Public Shaming




Online hate mobs, usually formed by Gawker writers and social justice bullies like Anil Dash, ruin lives. They get people fired from jobs, and in the case of Justine Sacco, they send mobs of people to threaten women with rape.

I was publicly shamed. I got a full treatment on Gawker’s front page. Some idiots did an MSNBC special on me. Newsweek and other mainstream publications attacked me. What happened? Did I cry? Did I have a nervous breakdown?

I’m still standing and laughing. In fact, my counter-attacks received more views than the attacks on me.

My YouTube challenging Sam Biddle to a charity boxing match – 110,000 views.

Mike Cernovich challenges Sam Biddle the bully

My article “apologizing” for my “mean Tweets” – 30,000 views.

Mike Cernovich online shaming

My article showing how I played Sam Biddle is the #2 search result for his name – 25,000 views.

Sam Biddle page views

My Twitter stats when I am active on Twitter – 17,600,000 impressions a month.

Screen Shot 2015-06-12 at 1.50.50 AM

They say it’s wrong to be a poor sport, but whatever. You don’t play by any sporting rules.

I won. I played your game and beat you.

But if you want to play again, you know where to find me.

However, there’s a caveat. You need a big platform. Nobodies like Chris Kluwe try challenging me, but he can’t bring me enough page views to justify an appearance by yours truly.

I can move the needle, even at my own platforms. On a larger platform the ratings would be huge.

If you want a shot at the champ, you gotta set it up in Madison Square Garden.

P.S. I also laid out the blueprint for everyone else.

People are sick and tired of SJWs and their online hate mobs. Do not back down. Do not apologize. Do not quit your job. Stand your ground and fight.

I won and will continue to win.

You can do the same.

Do not apologize.

Do not quit your job. Make your employer fire you if it comes down to it.

Get your message out.

I’m just a regular guy who was tired of bullies like Sam Biddle and Gawker ruining lives.

You don’t have to be the greatest writer in the world to get your message out.

You simply need to take a stand. There are millions of others who will have your back. You are not alone.

Reach out for help. If a hashtag is formed around your name, tens of thousands of anti-bullying advocates will crash it.

P.S. Go Full Gorilla.

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Marketing for Men

Live Your Life, Share Your Story




Personal branding and image is big these days. If you talk to anyone in marketing or PR, they’ll tell you to create a personal brand and then ensure your conduct is congruent with that brand.

If you’re a fitness guy, never let anyone see you without abs. If you’re a mindset trainer, don’t let people see you get angry! Always look your best.

That’s one way of approaching personal branding, but it’s always felt too constraining to me. Sometimes, as Dave Chapelle portrayed in his genius works of comedy, keeping it real can go wrong.

Even so, I like to keep it real.

Hypocrisy is the only morality.

One reason marketers, PR flaks, and brand advisers tell you to remain “on brand” all of the time is because we live in an era of moral relativism.

“The only modern sin,” Gawker Media CEO Nick Denton observed, is “hypocrisy.”

In the U.S. especially, we are morally stunted. There is no absolute morality. We don’t feel guilt for doing something morally wrong, because morality doesn’t exist.

We are a narcissistic, shame-based society. Our greatest fear is contradicting ourselves and being publicly exposed as a hypocrite. (Read more: So You’ve Been Publicly Shamed.)

Living up to an artificial reality, while perhaps giving you mainstream appeal, leaves you feeling sick and empty inside.

It is dishonest.

Wouldn’t you rather sing a Song of Yourself?

Do I contradict myself?
Very well then I contradict myself,
(I am large, I contain multitudes.)

You are flawed and contain multitudes, which is why people love you.

When you create a personal brand, you become a slave to it. You no longer exist as a human being. You are a persona.

The real you takes shits, picks his nose, probably has a little unwanted urine leakage from time to time, and masturbates to porn. (Please do not share that level of realness with the world, but keep some perspective. You are a human being, not a persona or cardboard cut-out.)

The real you wonders if anyone truly loves you, if you are a fraud who isn’t as good as people think, and often can’t see what the point of it all is when life is decay followed by death.

Will you share your message when that necessarily means exposing your vulnerabilities and hypocrisies?

I live my life and share my story.

I am compassionate, thoughtful, emphatic, kind, cold, callus, sex-crazed, vengeful, and a bit of an asshole who thinks highly of himself while being full of self-doubt.

Sometimes I rant about SJWs and other times I teach about mindfulness and the quest for inner peace.

Some would say I’m a hypocrite! Shouldn’t I be meditating in a cave?

Others would say my contradictions give meaning to my words, as my life shows I am working to improve myself in the very way I encourage others to.

I can’t imagine having any other personal brand than this, “I live my life and share my story.”

For business and marketing types (I have never taken a course in Business or Marketing), this is my mission statement: Live your life, share your story.

No one can expose me. No one can shame me. I am me.

In fact, the media went crazy when they talked about me on TV, wrote about me, and sent tens of thousands of people to tell me to kill myself….

And I laughed at them.

My site’s growth and the growth of my profile proves YOU can be who you want to be.

Be authentic, but not delusional.

If you keep it real, you’ll hit a ceiling.

I would never be allowed on TV. Some of my more controversial articles and Tweets (yes, thousands of people have formed into hate mobs based on my 140-character vignettes) would incite the masses to form online lynch mobs.

Advertisers would pull out and mid-level marketing and PR managers would cause internal corporate drama due to the feelings women have about me. Women are madly attracted to me while wanting to hate me.

Ultimately women control media and advertising, so be careful before you offend them.

Or not.

Live your life, share your story.

Yes, you can be true to yourself while having millions of readers.

In fact, that might be the only way.

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Marketing for Men

How to Write a Long Form Sales Letter (Juicing Book Case Study)




This article will be sort of meta-marketing. I am going to market my books to you while also explaining how to market YOUR books.

I have a juicing ebook for sale. As I started my juicing website as a hobby, I outsourced the sales page rather than do it myself.

I don’t like the sales page. It feels spammy. You can read it here. You can also sign up to be an affiliate and earn a 50% commission for each book you sell.

I re-wrote the sales copy consistent with my own writing style and core values.

In short, I don’t market for or to dummies.

You can read my long-form sales letter below.

Juicing is not magic and will not cure all that ails you.

If you’re on this page for a quick fat loss or health fix, please click away. Life seldom has simple solutions and you will be sorely disappointed with a product that helps you become healthy for the long haul.

I don’t even believe in get-rich-quick OR get-healthy-quick schemes.

I got into juicing because I was physically fit but not healthy.

I ate a lot of protein and watched my carb intake. I tracked my macronutrients (protein, carbs, and fat). I lifted hard and performed cardio.

But I completely ignored phytonutrients and plant chemicals that have health-promoting, often drug-like effects.

Juicing pics

A rare medical condition brought me to my knees, forcing me to re-examine my outlook on health.

I struggled with eczema as a child and occasionally as an adult, but my eczema was more of a nuisance than anything. I’d put on the creams my doctors gave me, the eczema would go away, and life would go on.

Then something bad happened.

I started getting full-body spreading eczema. My eyes would swell shut. I’d itch until my skin bled and would wake up with blood all over the pillowcases

Prednisone, a powerful hormone, didn’t help. Nothing helped. I was forced to examine all of my assumptions about health and fitness.

Plants and vegetables do have drug-like effects.

Vegetables, leafy greens, and fruit contain phytochemicals, which are chemical compounds that boost health and improve athletic performance.

Here are but a few scientifically-proven benefits of beet juice.

Lower blood pressure.

Beet juice “opens up your blood vessels,” to put it into layman’s terms.

  • Inorganic nitrate and beetroot juice supplementation reduces blood pressure in adults: a systematic review and meta-analysis. (“Inorganic nitrate and beetroot juice supplementation was associated with a significant reduction in systolic BP.”)

Get stronger.

Beet juice can make athletes more explosive, by improving the performance of fast-twitch muscle fibers.

  • Impact of dietary nitrate supplementation via beetroot juice on exercising muscle vascular control in rats. (“These data support the hypothesis that NO(3)(-) supplementation improves vascular control and elevates skeletal muscle O(2) delivery during exercise predominantly in fast-twitch type II muscles.”)

Have more endurance.

Cyclists have used beet juice for years, as a legal performance aid.

  • A single dose of beetroot juice enhances cycling performance in simulated altitude. (“A single dose of BR lowered V˙O2 during submaximal exercise and enhanced TT performance of trained cyclists in normobaric hypoxia. Consequently, ingestion of BR may be a practical and effective ergogenic aid for endurance exercise at altitude.”)

Those are only a few of the benefits beets alone.

In Juice Power, I discuss dozens of other health-giving benefits of vegetables and fruit.

“Just eat your vegetables and fruit!”

Yes, that’s a great idea.

You can also make green smoothies, and I even share some smoothie recipes in Juice Power.

But are you eating 8-9 servings of vegetables each and every day?

Here is what 8 servings of vegetables and fruit look like. How long would that take you to eat?

juice post

I eat vegetables, drink green smoothies, and juice. Drinking green juice does not mean you shouldn’t eat vegetables and vice versa.

“Is there any science behind juicing?”

Yes, Juice Power contains dozens of citations to scientific studies on juicing.

After all, juicing is simply consuming plant nutrients and phytochemcials in liquid rather than solid form.

You could spend hundreds-of-hours on PubMed (a database compiling scientific studies) examining the health benefits of juice.

Here are but a few of many studies:

  • A Review: Phytochemicals Targeting JAK/STAT Signaling and IDO Expression in Cancer. (“It is now evident that phytochemicals play key roles in inhibition of tumor proliferation and development and provide novel means for therapeutic targeting of cancer.”)
  • High consumption of vegetable and fruit colour groups is inversely associated with the risk of colorectal cancer: a case-control study. (“The results of the present study, therefore, suggest that a greater intake of orange/yellow, red/purple and white vegetables and fruit is inversely associated with the risk of colorectal cancer.”)
  • Squeezing Fact from Fiction about 100% Fruit Juice. (“The preponderance of evidence supports the position that 100% fruit juice delivers essential nutrients and phytonutrients, provides year-round access to a variety of fruits, and is a cost-effective way to help people meet fruit recommendations.”)

Those are but a few of countless studies on the drug-like benefits of plant foods, which you can get by juicing.

“Green juice is disgusting!”

My audience is made up of successful and intelligent people who will do what it takes to get healthy.

That said, green juices are delicious. My recipes were all created with taste in mind.

This vegetable juice has converted all green juice “taste skeptics” into juice lovers.



“Won’t fructose make me fat?”

Reality check: Whenever some makes a bold claim, like fruit will make you fat, ask them to see their evidence.

The myth about fructose arouse after studies of extremely obese people who were consuming high-fructose corn syrup had “fatty livers.” Homemade green juices do not contain high-fructose corn syrup or any syrup, so those studies have zero value.

There is no evidence that consuming fruit in its natural form (by eating it or juicing it yourself) will make you fat.

In fact, the evidence suggests that rather than make you fat, fructose makes you fit.

Where are the millions of fat people who drink green juice?

In fact, some scientists tried to determine if juicing made people fat. They couldn’t find all of these fat people!

  • Consumption of 100% fruit juice and risk of obesity and metabolic syndrome: findings from the national health and nutrition examination survey 1999-2004. (“Compared with nonconsumers, those who consumed 100% fruit juice were leaner, were more insulin sensitive, and had lower odds of obesity and metabolic syndrome.”)

If you’re worried about fructose, you can make your juices essentially sugar free with the recipes in Juice Power.

“I’ve heard juicing will spike my blood sugar and give me diabetes. Is this true?”

Again, this issue has been studied. That is a myth. Drinking juice does not give anyone diabetes.

The science is clear. Juicing does not cause or contribute to diabetes:

  • Soft drink, 100% fruit juice, and vegetable juice intakes and risk of diabetes mellitus. (“Soft drink but not pure juices consumption was associated with increased risk of type 2 diabetes in Japanese women.”)
  • Substituting homemade fruit juice for sugar-sweetened beverages is associated with lower odds of metabolic syndrome among Hispanic adults. (“In conclusion, reducing the consumption of SSB and substituting them with homemade fruit juices in moderation may be a culturally appropriate approach to lower MetS among Hispanic adults.”)
  • Relationship between 100% juice consumption and nutrient intake and weight of adolescents. (“In conclusion, when compared with non-juice consumers, adolescents consuming 100% juice did not show mean increased weight measures. Juice provided valuable nutrients, and consumption was associated with lower intakes of total fat, saturated fatty acids, discretionary fat, and added sugars and with higher intakes of whole fruit; however, consumption was not associated with decreased intake of milk, meat, or grains.”)

By the way, a woman I helped with a juice fast (which I do not recommend unless under a doctor’s care) was able to go off of her diabetes medication.

“Will juicing cure cancer/eczema diabetes/whatever else I’m suffering from?”

No. Juicing is not magical.

Juicing will boost your immune system by giving your body the nutrients it needs to repair and detox itself.

Juicing did not cure my eczema. It helped it immensely, and some people report having their skin conditions resolve.

But I don’t believe in making promises I can’t keep. Juicing may help your body rebuild itself, curing skin conditions and boost your immune system.

I can promise that juicing will improve your overall health.

“What will I learn in your Juice Power ebooks?”

For $14.99 you will receive three separate ebooks – Juice Power, Juicing for Men, and Juicing for Athletes. The books contain:

  • Over 70 juice recipes.
  • An explanation of the difference between juicing and blending.
  • Healthy, non-juice recipes like how to make grape sorbet.
  • A guide to buying the best juicer.
  • A simple way to figure out how many calories your homemade juices contain.
  • A clickable table of contents.

And much more.

Juicing will add value to your life.

Here are some of the benefits of juicing with a scientific reference for each claim!

Make you better looking. 

  • Fruit over sunbed: carotenoid skin colouration is found more attractive than melanin colouration. (“Taken together, our findings provide further support for a carotenoid-linked health-signalling system that is highly important in mate choice.”)

Help you sprint faster.

  • Dietary acid-base balance in adolescent sprint athletes: a follow-up study. (“Lowering the PRAL can be obtained by increasing the consumption of potatoes, fruits, vegetables and vegetable soup.”)

Boost your immune system.

  • Exogenous stimuli maintain intraepithelial lymphocytes via aryl hydrocarbon receptor activation. (“AhR activity can be regulated by dietary components, such as those present in cruciferous vegetables, providing a mechanistic link between dietary compounds, the intestinal immune system, and the microbiota.”)

Aid digestion, and in some cases help improve ulcers.

  • Rapid Healing of Peptic Ulcers in Patients Receiving Fresh Cabbage Juice. (“The rapid healing of peptic ulcers observed radiologically and gastroscopically in 13 patients treated with fresh cabbage juice indicates that the anti-peptic ulcer dietary factor may play an important role in the genesis of peptic ulcer in man.”)

Improve your performance in the gym.

  • Impact of dietary nitrate supplementation via beetroot juice on exercising muscle vascular control in rats. (“These data support the hypothesis that NO(3)(-) supplementation improves vascular control and elevates skeletal muscle O(2) delivery during exercise predominantly in fast-twitch type II muscles.”)

Make you feel great.

  • Mike Cernovich’s Book of Real Life. (“Some people even find green juice to be a substitute for drinking coffee.”)

You can take that step by placing an order here.

Click on the image below to learn everything you need to know about juicing but were afraid to ask.

juice power


After you buy my books, I won’t start sending you emails pitching you consulting services, affiliate offers, or other “upsells.”

We all know how this ends, right?

You buy my books. Rather than be happy to have another satisfied customer, I dig my hands deep into your pockets.

Then I upsell you on coaching, or affiliate offers for other ebooks.

As I said, I am not an Internet marketer.

Fit Juice started off as a hobby for me.

There is no sales pitch.

Buy my books, start juicing to improve your health, and never get spammed by me.

“I can’t afford/don’t want to buy your ebooks.?

Great, you can read Fit Juice for free.

Most of the content in Juice Power is already available on Fit Juice, in the form of articles and blog posts.

“Why would I buy a book if the content is already available for free?”

For the same reason I paid someone to create the books for me.

Time is money.

It will take you several hours to organize and make sense of everything on Fit Juice, since I built the site from scratch and wrote it like a blog rather than a book.

Personally, my time is worth more than that. I’m not the kind of person who spends hours trying to get something for free when I could be spending that time improving my life.

“What if I don’t like your books?”

There’s a 60-day money-back guarantee. No questions asked.

Send me an email if you don’t like the books and I’ll personally refund your money.


$14.99 gets you all the information in a nice, clean, easy to read package.

There are no upsells or pitches. For $14.99 you get what you paid for without the promotional nonsense we’v all come to dislike.

Click on the image below, make your payment, and the books are yours.

juice power

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