Because the PDF circulated heavily in 2021, it contained specific ad copy references that worked during that year's algorithm changes. Users hunted for the PDF to copy-paste these 12 specific email swipes and 7 video ad scripts that King Kong was using for its clients.

Most business owners treat marketing like a museum exhibit: pretty, passive, and hoping people look at it. Suby’s 2021 update is ruthless on this point. He argues that the shift in consumer behavior (accelerated by 2020) means people are more distracted and skeptical than ever.

“He tested ugly emails, aggressive scarcity, and direct ‘do-this-or-leave’ offers. It was ugly. It was risky. And it worked so fast that his first client got 2,347% ROI in 7 days.”