, 44 tweets, 10 min read Read on Twitter
The wall guy’s story just keeps getting worse and more bizarre.

nbcnews.com/tech/tech-news…
Here’s a refresher on what I’d found on him before:
I’m a little creeped out that this is the second instance that I’ve found this type of marketing funnel in real life (see article in first tweet). It’s almost exactly what I laid out several months ago.

twitter.com/i/moments/1008…
This is Kolfage’s funnel:
And here’s the other instance of the same type of funnel (that I’ve found so far):
Later in the NBC article, they demonstrate that he’d been using the same type of funnel before his wall op with his fake news sites.
The NBC article finally brings email marketing into the picture, which is something I’ve touched on, but not broke down into any detail (I'm going to give you detail).

Here’s a primer if you’re interested.
optinmonster.com/beginners-guid…
The key component of email marketing is gathering your leads, or emails.

When they say “bait,” it’s a bastardization of what marketers usually call a “lead magnet.” A lead magnet is when you give someone something in exchange for their email address. For example, a free ebook.
But in this case, what Kolfage is using is people’s rage and getting them to believe they’re taking some sort of meaningful action by signing a petition. In reality, all they’re doing is handing over their metadata. They’re not getting anything of value in return.
And speaking of metadata, let’s review what that is.
twitter.com/i/moments/9842…
Maybe you’re not aware of what kind of metadata can be tracked through email collection and campaigns.
The fact that you’ve signed up at all - that’s a data point. You took an action. You gave your information. You’ve tagged yourself as engaged.
In fact, that’s what makes an email list so valuable - conversion rates for an email list vs. placing an ad are much, much higher.
help.convertkit.com/article/158-wh…
(“conversion” means you’ve gone from a random person doing nothing to a non-random person taking a specific, trackable action)
There’s also metadata around your signup. How many times did you visit before you signed a petition? Where did you come from? (was it Facebook? Was it another site? Was it a news site? Was it a specific news article?)
What was the call to action (CTA) for the petition? In this case, hatred for [fill in blank]? What specific thing made them click?
After you’re on the list: every single time you open something, or click something, it’s tracked + catalogued. Then they can follow you through whatever funnels they’ve set up.
Once they have your email address, do you know what else they can do with it on Facebook?

They can upload it, and show ads to ONLY those people on the list. And then from there, create ANOTHER custom audience of those who’ve taken the bait.
facebook.com/business/a/cus…
Kolfage says he spent $300K on FB ads. That is a TON of money to spend for a supposedly small, grassroots independent site. It’s TOO much. I don’t know if he actually spent that, but that narrative was certainly pushed.
Screencap of tweet referenced above:
A small business would spend somewhere on the average of $500 to $2500/month (many/most may spend significantly less). Kolfage’s site was presumably placing advertisements over the space of one year, maybe two.
Assuming I’m correct on the duration of his spend, on the low end he was spending $12,500/month on ads, or up to twice that, if not more.
It’s a ridiculous amount of money. It’s the kind of money you’d spend if you were targeting over and over and over and over from multiple sites. A psy-op, in other words.
Even Psy Group, with their $3 million proposal to the Trump campaign had only $100,000 in ad spend (also an enormous amount) for ALL social media.
(see pp 6)

int.nyt.com/data/documenth…
Where did he get that much cash to invest in Facebook ads?

He’d run a GoFundMe to pay for land to build their house, but he had 300K to spend on FB ads? It doesn’t make sense. Unless someone else was paying for it.

web.archive.org/web/2015040408…
Going back to email…

There are tools in email platforms called “automations.” Sometimes they’re also called “drip content.” This means: you already have a series of emails written that go out automatically to anyone who clicks on a certain link.
help.convertkit.com/article/13-con…
Here is one way you’d tag and categorize people according to what links they’ve clicked on.
help.convertkit.com/article/600-li…
So if example you had, say, POLLING DATA, you could send emails written specifically about (for example) a wall to people who have clicked on links related to that specific subject.
In fact, if you look in Psy Group’s proposal (link a few tweets above), what they’re suggesting is exactly that:
“Psy will proceed at this stage to apply our proprietary Influence+ process, a highly effective and structured process of influencing targets through the use of messages tailored to them specifically based on research and intelligence”
You can also EXCLUDE people from certain emails. For example, if you had a bunch of Bernie and Jill supporters on your list, sending an email about how you’re bringing back a bazillion coal mines would backfire bigly.
So you tag all those people and exclude them from certain emails.
help.convertkit.com/article/370-ho…
I’m going to stop here with email marketing because I don’t want it to get overwhelming. But the general idea is - you can be tracked through email just like you are on social media + most websites.
The main difference is that it’s more powerful because you’re working with a group of self-selected people. And, people who’ve not only signed up, *but also given money* are an even more fruitful group.
There are a few other things that I’d like to point out from the NBC article.

I’m very curious what platform he’s using as his email management, because collecting email addresses for one thing and then using them for another is a great way to get your account shut down.
He says he’s refunding the money because his wording on the GoFundMe changed. But he’s of course not deleting the email list.
Depending on what exactly he’s doing with this list, he could be violating all kinds of laws. For example:
ftc.gov/tips-advice/bu…
And also (see point 21)
mailchimp.com/legal/terms/#R…
And this right here is the crux of what I’ve been saying all along. These guys aren’t doing this on their own. They’re acting on behalf of someone else in ANOTHER COUNTRY.
Reminder that Manafort laid this out in black and white - and it was also within the criminal complaint regarding “Project Lahkta” - “bloggers” are a key piece of the propaganda machine that’s assaulting us right now.

One such “blogger” ended up dead.
npr.org/sections/thetw…
Before you go, here’s more reading on all the different techniques at work.

twitter.com/i/moments/9853…
In my opinion, the collection of these emails + the resulting “intelligence” from their targets was an important step in the creation of the models (or “maps) that they used (and are still using) in their psychological warfare against us.
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