This Helps You Poop!

Find out how to market any product or service by finding your marketing sweet spot that taps into your audience’s needs, wants, fears or desires. Use built-in brain triggers to influence your audience to market even the most embarrassing products like laxatives and hemorrhoid cream.

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Igor Kheifets: I'm Igor Kheifets and this is the List Building Lifestyle. A podcast for anyone who wants to build a wildly profitable email list, working from home. If you'd like to make six figures, travel the world, and help people improve their lives in the process, then this podcast is for you. I also invite you to attend a free workshop at, where I'm teaching, how I made $21,779.45 in affiliate commissions by sending just 481 clicks to my affiliate link in one day.

I'm also explaining why I walked away from ClickBank, and I don't promote ClickBank offers anymore, as well as the five things I look for in the perfect affiliate offer. I'm even going to show you the one-page website that I used to make over half a million dollars in affiliate commissions this year. And I'll even bribe you to attend this workshop by giving you a $497 value course that shows you how to cherry-pick high converting affiliate offers for your next affiliate promotion. In addition, I'll even give you the three offers, I'm promoting right now, that are making me money as we speak. All that and more at And now it's time to claim your list building lifestyle.

Terrance Lackey: Welcome back, list builders, to another edition of the List Building Lifestyle. I'm Terrance Lackey and I'm here with your host, the man, the myth, the legend, Mr. Igor Kheifets. What's up brother?

Igor Kheifets: What's up Terrance? You know, it never gets old when people call you the myth, the legend, and you're still alive. So I really, really enjoy these episodes. I get way more props on my own podcast than I get anywhere else. This is really cool. That's why you should own your own media.

Terrance Lackey: Absolutely. That way you can control the message. That's for sure. Well, hey look, Igor, I am really excited about this particular episode. Enlighten me, as we were talking about this episode coming up, about some of the ways that you can turn mundane things into exciting content? Can you tell us a little bit about that?

Igor Kheifets: Yeah, absolutely. You know, the other day I got an email from a weird-looking from name. It wasn't like a name, but it was a statement. And the statement read, "This helps you poop." Now I am very fortunate because I got no issues with that, most of the time, I guess. But just like anyone else, sometimes I have issues with that. But regardless of my poop, when I read the subject line, I was like, "I have to read it." And I had to read it because first of all, it was about poop. I got a weakness. I'm a big fan of South Park. Have you seen any South Park episodes lately?

Terrance Lackey: Yeah. Yep. I've seen South, not a huge fan, but I've seen it. That's for sure.

Igor Kheifets: Yeah. So, I love South Park. Their satire about everything that's going on pretty much at all times is incredible. But they use a lot of poop humor, and I just love it. I don't know why, but I just love it. Maybe it's my lizard brain, who knows, but I just love poop. So, I hope no one cuts it out, by the way. I hope nobody cuts it out and just runs it, just like that, out of context. So, I read this email and it was the most brilliant email I've read in the last six month.

It reads something like this, "Is your lack of pooping makes you feel sick, bloated, and annoyed? Ever wish you could just poop every single day, like clockwork, fully relieving your bowels instead of feeling like you never finished? If so, you'll be happy to know that scientists have discovered an unusual nutrient, which acts like a nature's Draino to, and then there's bullet points, help you poop up to 171% more than you do right now." I have no idea how they measure that, by the way.

"Quickly remove 5 to 20 pounds of backed up poop that's weighing you down. Boost healthy gut bacteria, by up to 344%, establishing a bulletproof gut. So you can stay regular, be less sensitive to foods, be less gassy, and even enjoy a stronger immune system. Eat this unusual nutrient for perfect poops daily." And that's where you basically have to click. And they have an image of avocado looking, it's like an avocado that ate a squash, or something like that. So it's amazing. It's really amazing because they write about the most mundane things, especially the kind of thing that people don't like talking about openly, but that many people have issues with, all right? Especially the older you get, the more likely you are to have these issues because your digestion system, your bowels. Those things start changing there.

When I read that email, I realized how most people, most businesses, even when they market something that's exciting, they still do a really poor job of it. And how somebody who markets poop, or pooping better, or pooping more, or pooping easily, can write such exciting, simple but exciting copy.

Terrance Lackey: Yeah. Well, we laugh about it now and I was just laughing as you were reading that, or you're telling us about that. But you know what? I know when I travel or with all the stress going on these days with the pandemic and everything, that could be a real problem and that copy would get my attention for sure. If I had an issue with that, or I knew someone in my family that did that. So that's a very good point. Very laser targeted.

Igor Kheifets: Yeah, and all it proves, really, is that you can never be boring to your target prospect. To that ideal perfect customer that you're targeting. Because a lot of times people ask me, "Igor, what's like the perfect length for an email. Do people read long emails?" Now the answer is, people will read as long of an email, as you will write, as long as you write about something that interests them. People will not read a really short email about things they have no interest in, but they will read a very long email or watch a really long VSL about something that they have vast interest in.

For example, you sit me in front of a World War II-related copy, or magazine, or anything like that. I'm like yours. I'm not going anywhere. But at the same time, you do it to my wife and she's not paying attention. Now vice versa, if you put my wife in front of a commercial for a supplement that helps burn fat or something like that, then you lost me, but you got her.

Terrance Lackey: Yep. I agree. I have the same situation. Ask my wife. In internet marketing, anything in internet marketing related, it turns into Charlie Brown's teacher. But you jump into anything gardening or anything in the real estate business, that she's in, she's all over it. So yeah, it's people are, "What's in it for me?" Right? They want to know, and they'll pay attention to what's in it for them. What are they interested in? Very good point.

Igor Kheifets: Yes, and they will also go deeper. They will go as deep as you will let them into something that interests them. I got the perfect example. My friend Kabral, he's a real estate investor. And he's a classic, I would say for the lack of a better term, junkie, when it comes to real estate products. In fact, me and him, we're like researching products in the real estate game. Right? We're doing this for pure research, but almost every product we researched that was good, guess what? He bought it. And you know, it's fun because sometimes I can get Kabral to invest like 30 minutes into sitting down with me to create a mind map for something, but he will find an hour and a half, two hours, three hours, five hours, to attend a virtual summit by a real estate guru. See the trend?

Terrance Lackey: Yep.

Igor Kheifets: It doesn't even feel unnatural to him anymore. He will just naturally give attention to anyone who talks about real estate, or anyone who teaches about real estate, or anything that is related to real estate because that's where his thing is. We all have a thing. Another thing he's got is salsa dancing. So you can talk to him about that. He can actually dance for like hours and hours on end. I can't do that. I can't, but he can. And why? Because, that's his interest. Because, that's where his interest is.

So that is why whenever you're writing copy, an email, a subject line, whatever, don't ever let length get in the way. Don't ever think that you're not interesting. If you think that you're not interesting to the people you're writing to, it's either because you don't understand the market, or if you're writing about things that are truly not interesting to them. Because I've never had issues, in recent years, writing copy for the make money online market, where I do most of my work. Because I've never grew up or grew out, out of being a biz-op junkie. I genuinely enjoy checking out business opportunities. I genuinely enjoy checking out entry marketing products. And that's the kind of stuff that doesn't feel like work. And that's the kind of stuff I naturally gravitate to.

So for me, if you shoot a long VSL, as long as you talk about things I'm interested in, I got no problem. I'll sit through it. Even if it's inconvenient, I'll pause it, I'll go attend to my kids, I'll have to go to the store, pick something up, whatever, but I'll keep it open on my computer. And I'll go back eventually, after the kids are asleep and Anastasia's in the shower or something, and I'll go watch it because I'm interested in it. Because that's my thing.

Yo, it's Igor. If you're loving the content hop on over to for more free training and a free transcript of this episode. Oh, and I'd really appreciate if you logged into iTunes and rated the show, it really helps. Thanks.

Terrance Lackey: So it sounds to me like the shiny object syndrome that we hear about all the time is really something that's human nature. Like everybody has their own shiny object. Whether it's going to be a biz-op opportunity, or it's yoga, or it's working out, or stamp collecting. If you connect with your audience, then you can resonate with that audience and your copy is going to grab them. So yeah, so it's universal. So it's not so bad to have shiny object syndrome. Yeah.

Igor Kheifets: Yeah. It's pretty universal. Yeah. And we all have that. We all have that, no exception, even people who seem sort of rational. So my daughter goes to this private school and in her class, there's a kid. His name is [Liam 00:00:10:58]. He's a Russian kid. And his dad's, I think his name is [Roman 00:00:11:04]. Yeah, I think that's the name. So his dad and I, you can feel the friction. Erica and his kid actually go to the same karate dojo, and one time we just sat down together and we started talking. He started asking me what I do. So I told him about email marketing and told him about list building because he's an IT guy, and I expected for him to be a little bit more advanced in his understanding of what the internet is.

But the first thing he did was roll his eyes over, and called me a spammer. And basically from that point forward conversation sort of halted, and he became very logical, very pragmatic, started telling me about canned spam laws, and stuff like that. But the moment we switched conversation to bikes, that's it, I couldn't get him to stop talking. It was all about how he took a trip last summer. He circled around Canada. He did this. He crashed his bike two months ago. He needed to get it repaired, that costs money. So all of a sudden, I'm not even talking. I'm not even like participating in the conversation besides sitting there and nodding actively, and smiling at him as if I care about fricking bikes, and especially his bike, and especially him. I really don't like the guy.

So anyway, he's got like a thing and that's bikes because apparently, that's where he gets his freedom because he hates his work. He thinks that Chinese are going to steal his work eventually, or Chinese, or AI, or Chinese AI. I don't know. One of those. He's really afraid of that. And he doesn't enjoy parenthood from what I'm understanding, because he seems to have exhausted his energy with the first kid that's much older than his youngest.

I'm not sure what's going on in his marriage. But what I can tell is that he's waiting for the moment when everyone's grown up and he can just ride his bike because no one's nagging at him and he can do whatever he wants. That's the thing. Whenever it's wintertime and it's snowing, guess what? He's always angry. Why? Because he can't ride his bike. That's it. So, the guy comes down to this irrational passion for riding his bike. And you talk about bikes with him. You can talk with him forever. That's it. That's the only one topic you need. But you talk about anything else? It's boring, it's too long, it's spam, too many email, whatever. You send him five emails a day about bikes. He's going to open them.

Terrance Lackey: Well, that just goes to show you that people's interests are deep into what motivates them and passions them, and you have to connect into that. That's amazing Igor. Do the fundamentals apply across different disciplines? So would I market the same to say someone who is interested in bikes? Obviously every industry has their own buzz words, and keywords, and ideas, and that kind of thing. But would this same approach apply from marketing, say that I'm in the healthcare field and I want to deal with people that are interested in scrubs of designer colors, or that kind of thing. I would imagine human nature's human nature, right? Wouldn't you just market the same way, principle wise?

Igor Kheifets: Principal wise, absolutely. We can argue that some markets are more passionate than others. Like you market to golfers, extremely passionate, you market to fishermen, extremely passionate. I got a buddy, he's a fisherman. He doesn't get to fish a lot, but when he does, he drops everything, leaves everyone, and just goes fishing. Wakes up at like 3:00 AM, drives for four hours west, gets in the boat. And he'll even do crazy things like, he'll go out fishing before the fishing season starts. Risking a $15,000 fine, losing his boat, and losing ability to fish for the rest of his life in Canada. And yet he'll still go out there. He'll still fish illegally, so to speak. Why? Because that's where he's going to get that sweet spot with no competition and lots of fish. And he'll go through some really serious trouble just to do it.

Like he knows that the Lake where he's going to be fishing, the police, the coast guard, they're watching. Okay? So what he will do, he knows that they're watching you from afar. They've got very sophisticated binoculars or some equipment, so they can see you. So he'll fish, and he'll catch the fish, he'll drag it into the boat. Then the first thing he'll do is he will smash the fish's head with like a big stick that he's got. Basically kills it right there. Then what he does, he drags it on the bottom of the boat to the other end of it. And then on the other end, he's got a rope with like a hook. He hooks the fish and throws it into the water. So basically if police come checking him out, and he will see them like from afar, he'll just unhook the ropes and he will let all the fish drown. All the dead fish drown on the bottom. But this way he doesn't get caught.

So he'll actually go through all of that trouble instead of just fishing in peace. Why? Because he's a very passionate fisher and it's really important to him to catch a lot. And he doesn't like competition. So is that an irrational passion? Absolutely it is. Will he buy pretty much any equipment that you can sell him? Yeah, most likely. Will he go to like a different country to fish? Will he pay $15,000 for a fishing retreat? Absolutely he will. It's a no brainer for him. But that's the passion. So some markets are more passionate than others, for sure. However, at the same time you can market mundane products pretty effectively too. So whether it's scrubs, or shoes, or anything else. As long as you market to a compulsive need because you know, let's go back to the poop example. If you're constipated, you can get really compulsive about letting go, so to speak, right? So it becomes a compulsive need.

So if you get an email about that, you're going to drop everything no matter how important. I don't care if you're going to be in the middle of a corporate meeting, or you're in the middle of a webinar, or you're taking your kids out and you're a great father or a great mother. Well, you'll drop everything when that email pops up, and you will read it, and you will tell everyone else, "Hey, hold on a second. I need to read this." And you will check it out. And if you can't look at it that very moment, you'll make a mental note. You'll go back to it later. You'll forward it to your friend. Or you'll forward from your spam inbox to your regular inbox? You'll do something, but you'll end up getting that email because it's more of a compulsion than just a desire. You know what I mean? It's more than just something you quote, unquote "need."

Because, we all need a lot of things. We need to be in better shape. We need to align our tires. Like I need to align my tires on my Porsche. I really do. Because if you look at the tires, you can see that there's something wrong with them. And there may even be an argument there that it's not safe for me to drive a car that's in that condition. And perhaps. But I've been needing to do that since I bought it. So it's been at least a month and a half since I knew I needed to do it, but I'm not doing it. Why? Because it's not a compulsive need.

It's not something that's bleeding from nose important, so to speak, because it drives just freaking fine. That's why. But a friend of mine told me that he's got some really sweet decals for a Porsche. So I've been calling him three days straight. Why? Because, I got a compulsive need to show off. That's why. So I really want to get that golden black exterior decal to match it with the List Building Lifestyle brand. That's more of a compulsion for me now. Why? Because it's a way of being. It's an extension of me.

Terrance Lackey: Nice, nice.

Igor Kheifets: So again, you have to find a way to market to that compulsion, to that passion, to that really urgent need or desire. And then you can write the longest copy. You will never be boring. And it's going to flow. It's going to be really, really effective.

Terrance Lackey: Wow. Well, that's excellent Igor. So find that sweet spot. You market to that hidden need or that passionate desire, and you can definitely deliver your sales message. That's really great. I'm going to wrap it up. I think that's a really good one for this particular episode. So let's wrap up the List Building Lifestyle. Thank you, Igor. Thank you for sharing a little piece of yourself, and thank you list builders for tuning in, and we will see you on the next one.

Igor Kheifets: Thank you for listening to the List Building Lifestyle. Get access to previous episodes, the transcription of today's show, as well as other exclusive content at Also, don't forget to claim your free seat at the workshop I'm hosting this week. Where I show the two-step system that made me the top affiliate for people like Matt Bacak, John Crestani, Richard Legg, Michael Cheney, and many, many others. In fact, on this workshop, I'm going to show you the exact approach I take whenever I promote an affiliate offer, the exact offers I promote, as well as how I was able to make over half a million dollars in commissions using my small list of just 18,000 people, promoting a weird type of product that almost no one else promotes. All that is yours at So go ahead, claim your seat right now, and I'll see you there.

Who Is Igor Kheifets

Igor Kheifets is the 3rd highest-earning super-affiliate in the internet marketing niche.

Igor’s 2-step system has helped him consistently rank as the highest-earning and the highest-converting (measured in commissions earned per click) for industry’s leading vendors including but not limited to Matt Bacak, John Crestani and Anthony Morrison.

Igor boiled down success in affiliate marketing to a set of predictable easy steps anyone can take to generate commissions.


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