The purple cow principle

Lewis Howes mastered this.

I first met him at an internet marketing conference around 2011, 2012. Everybody kept calling him the “salsa dancing” guy.

“Have you met the salsa dancing guy?”

“You should meet Lewis, the salsa dancing guy?”

“Did you know Lewis also salsa dances?”

Yeah no… I’ve only heard it about 700 times today… thanks! Not gonna lie, my curmudgeonly self found it annoying. Buuut… I had to admit it worked for him. At that time, he was one of the lesser known online marketers.

Yet, everyone was talking about him.

They were fascinated by his salsa dancing.

Later that night, when I was hanging out with him at the bar, everybody that talked to him… it’s the first thing they asked about. “You really salsa dance? How’d you get into it? How hard is it to learn?”

Now, it might sound stupid…

But, it worked.

And, he parlayed that attention into an incredibly successful career. Since then, he’s been on Ellen several times… he interviewed Kobe freakin’ Bryant (RIP) on his podcast for God’s sake.

And, of course, he makes bank as a result.

A little later on, he hired me to work on a site of his and I got to talk to him a little more and found out… this was all on purpose. I mean… he liked salsa dancing, but there’s was strategy behind it.

It was a way for him to stand out…

That was completely unique…

And, got everyone talking about him.

Just like Seth Godin’s “purple cow” analogy. If you were driving along the countryside and suddenly saw a purple cow… not only would you stop immediately to check it out, but you’d tell everyone you knew about it.

And, that’s what business people need to do.

Create “purple cow’s” in their business.

Things people can’t help talk about.

As weird as it is, Lewis’ was salsa dancing.

Anyway, this is the power behind my Cold Email Method. Lots of people send cold emails. You probably even get some. And they all pretty much look the same, say the same things and scream “automated” to you.

And, they probably go straight to the trash bin.

But, the method I teach is completely different. The emails you send are completely unique and don’t just stand out like a purple cow, but cut straight to the core emotions of your prospect… so, they have *impact*.

And, THAT is rare.

That’s why many of the students who use my method report near-100% open rates and stupid high conversion rates. Regardless of whether they respond or hire you, the emails you send will hit prospects between the eyes.

And stick with them.

I’ve even had clients come back to me 6 months later and hire me because, according to them, they couldn’t stop thinking about what I said in my email. You start doing enough of that and you’re going to win clients.

It’s just a numbers game at that point.

Anyway, the method is quick to learn. Total runtime of the course is a little over an hour and you can start emailing right away. Who knows… you may even land your first client tonight. That’s how immediate this can be.

No guarantees…

But, it happens a lot.

As you know by now, the course is up on Skillshare to give everyone regardless of your financial situation a crack at it. But, that time is winding down. I’m taking it off Skillshare at the end of April (less than a week away).

At which point I’ll sell it on my site for around $100 or so.

So, if you want to learn the method before you have to fork over that chunk of change, then it’s getting down to crunch time. Anyway, link to the course is here:

If you’re a Skillshare member, that’ll take you right into the course.

If you’re not, that’ll trigger a 14-day trial where you get unfettered access to every course on the site, including mine above. No obligations, cancel anytime. And, if you cancel before the 14 days is up, you never pay a penny.

Few hoops to jump through…

But might we worth it to you.

In any case, link again is here:



P.S. If you’re a Patron of mine on Patreon, I’ll be uploading the course there soon, so sit tight. If you’re not a Patron you’d like to learn more about my Patreon deal, go here:

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John Morris


I’m a 15-year veteran of freelance web development. I’ve worked with bestselling authors and average Joe’s next door. These days, I focus on helping other freelancers build their freelance business and their lifestyles.

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Lewis Howes

John is amazing at building membership sites. He converted one of my sites over from it’s existing (hardly working) platform over to the clean and simple to use WishList membership platform. I highly recommend using John and WishList for any of your membership site needs.

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Steve Dimmick

John has provided expert knowledge and advice on multiple occasions that have helped me better serve my clients. John is a Rockstar!

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Andrew Malone

John Morris is exceptional in his ability to give focused insight into Freelancing and starting one’s business. His direct methods inspire confidence in his honesty.

Jason Rumley

Jason Rumley

John has a habit of over-delivering on the expectations he sets up. That’s why he’s the best.

Aaron Gott

Aaron Gott

John has a particular knack for the development and training of others.

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Xan Barksdale

Very professional worker who is extremely knowledgable in WordPress and Wishlist Member. I would definitely hire again.

Sukh Plaha

John is a fantastic and patient tutor, who is not just able to share knowledge and communicate it very effectively – but able to support one in applying it. However, I believe that John has a very rare ability to go further than just imparting knowledge and showing one how to apply it. He is able to innately provoke one’s curiosity when explaining and demonstrating concepts, to the extent that one can explore and unravel their own learning journey. Thanks very much John!

Ray Edwards

I recommend John every chance I get. If every person I worked with were as committed to excellence, punctuality, value, and unquestionable integrity… the world would be a better place. Highest recommendation.

Bob Patterson

Not only is John a very talented programmer and developer, he is also an excellent communicator. He has a talent for taking complex subjects and communicating them in terms that anyone can understand. This is a rare combination. This ability has enabled me to take my skills and knowledge to the next level. Thank you John for for all that you do.

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Jim DeJonge

John has a relaxed and engaging manner. His advice is solid and the explanations are well thought out.

Lori Grant

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On the Freelancing on Upwork course: “This is by far the best course i have watched on Skillshare!! Thank you so much.”