About Me

(That tricep has murdered families btw.)

So you’re one of those people who likes to click around and read the About page?

Understandable – I kind of like to do that too…

So here’s the deal:

My name is Frane Matić.

(But a lot of people – even those close to me – just call me „Frankie“.)

I’m from Croatia and I’m an economist (or at least I have a master’s degree in it) – so I was originally supposed to end up with a career in climbing the corporate ladder…

(Or even academia – I did turn away the opportunity to stay at uni, post-graduation, and work as an assistant teacher in finance.)

So by now you might be thinking…

„Economics… finance… how the hell did this guy end up email marketing supplements?“

Well…

I hope that the last bit is obvious:

I have been into bodybuilding for almost a decade now – I started in 2017.

(And I have also been into sports – in general – for most of my life. I like all sports. Except CrossFit, I’m glad that thing’s dying out.)

So the decision of choosing what niche/industry to specialize in…

… was very obvious to me.

I have an edge – an unfair advantage – here, and it would be stupid not to play up to my strengths.

As for how I got into marketing & email marketing specifically?

Well… honestly?

For the Money.

By accident, I discovered there’s quite a lot of money to be made in marketing…

So I thought to myself: “Hey, I’d like a piece of that pie!“

But while that ended up being my initial motivation…

…it quickly faded. Because I actually started loving what I do – I enjoyed the process.

I found out I’d always had this instinctive fascination with human behaviour/nature – it was just buried somewhere deep inside.

(Marketing simply became the perfect vehicle for channelling that curiosity.)

And I’m thankful that happened – because just money has never ever been a strong enough motivator for someone to become truly great at something…

I would never have developed “Email Storyselling“… I wouldn’t be here today… you wouldn’t be reading this right now…

Because I probably would’ve quit, a couple of months in, if just moolah stayed my primary driver.

But anyway:

So while I do have academic credentials behind me… alongside two internships AND a C2 level English proficiency diploma from Cambridge…

Most of my qualifications are entirely “street acquired” and glorified via self-promotion.

But credentials are boring – I wager you’re more interested in what put me here today…

More specifically:

How I discovered this huge gap, this chink in the armour, on the email marketing side of the sport supplement industry…

How?

Well, it was during the time I spent at a marketing agency while still at university.

But if you want the soup-to-nuts story…

I’ll have to rewind the clock to the summer of 2023:

I was helping my parents re-paint their living room…

So naturally, we had to go buy paint cans, right?

And when we did?

We immediately remembered how much of a pain in the neck they are:

They’re heavy… hard to open… hard to close… hard to pour from… and just straight up no fun…

At one point, I turned to my dad and said:

“We’re in the 21^st century, hasn’t anybody come up with something better by now?”

You see…

Paint cans have been around a long time…

So most people assumed they’re that way for a reason…

But Dutch Boy did not.

Dutch Boy, a U.S. company, realised that there really was no good reason for paint cans to still be stuck in the 19^th century…

So all they did was switch the can:

They removed the screwdrivers… added a handle… resealable lid and a built-in pour spout.

Genuinely the exact same paint as others – just different packaging.

And they’re killing it – deservedly so.

(I went online and ordered all the paint needed to finish the living room – happily and pain-in-the-neck free.)

All of this happened because they simply went and asked themselves…

“Why not?”

And then it hit me – a light bulb appeared above my head:

Almost everything that’s done – or isn’t done – is usually just a result of fear or inertia or a historical lack of someone asking…

Why not?

So one day at work – while I was still at that marketing agency…

I asked myself something along the lines of:

“Why do we still do emails this way? It’s ineffective technically and, well… on a philosophical/psychological level as well. I keep seeing those longer-form plain-text emails killing it in the finance space. Why did nobody take the principles from there and apply them here yet?”

So that’s why I’ve spent 2.5 years – every day– reverse-engineering the principles & mechanics behind marketing emails that work like gangbusters in the finance space…

…and creating my own system/method (latter dubbed “Email Storyselling“) so it can be used & applied where nobody has done it before:

In this industry.

And when I say nobody? It’s true:

I mentioned that I’ve been into bodybuilding since 2017, right?

Which means I’ve had touchpoints with, at the very least, HUNDREDS of sport supplement brands…

And NONE – none of the ones that I’ve had contact with, do anything even remotely similar to what I do.

So if someone here is doing the type of Email Marketing that I do – i.e. “Email Storyselling”…

…then I sure as hell ain’t aware of it.

Anyway,

After sinking roughly 4500 hours into this over the span of two and a half years… around October 2025 is when I decided to put it all into action.

And while I can’t openly display any results/testimonials/fortune & glory achieved since then…

(Read this FAQ question if you’re curious why…)

Here’s a glimpse of what happens when you get sucked into my Email Storyselling vortex