Big-time marketer Dan Kennedy is known for incorporating takeaway selling into his pitches as well as making people feel like they're accepting mediocrity &...View More headed towards failure if they don't take up his offers. For another example of this, check out our last email example from Dan: http://swiped.co/file/followup-dankennedy/ In this email, Dan grabs you're attention by getting the person to wonder why it wouldn't be for them. What makes them different? From there, as mentioned above, he takes the subject & flips it into "this probably isn't for you if you're like all the others who follow typical advice, getting mediocre results at best." This type of messaging creates several desirable effects. First, he's separating himself from other gurus by telling the subscriber that most aren't doing it right (even mentioning that it's better to do the complete opposite which is a bold statement). Second, he makes the person want to associate with the group that "gets it". By correlating his offer to that belonging, he hooks in the person even more, tying their identity to their purchase decision.