Something amazing just happened..

By Jennifer Stoeckl, MAT - Dire Wolf Project CEO, Feb. 16, 2024
laBrea Evans.png
La Brea Evans


Today, I WAS going to send out a great list of our community’s most popular pet insurance companies with their reviews,


Something amazing just happened

and I can NOT keep it to myself for an entire weekend!

Like, really freakin’ amazing!

I’m still reeling from the sheer shock that little ol’ me, Jennifer Stoeckl, received something this magnificent.


It might not be something you would think is amazing, unless you know the context behind it, so let me give you a little background first.


If you’ve been on my email list for some time, you may remember me talking about a famous copywriter that I admire named Daniel Throssell.

He is Australia’s greatest copywriter, but I believe him to be one of the best… if not THE BEST… copywriter of our time.

(If you aren’t a business owner, you might not know what a copywriter is, so here’s a definition: A copywriter is a marketer who writes marketing campaigns for businesses.)

Daniel Throssell is a copywriting teacher who helps other copywriters become better at their craft.

And… in my opinion, he is THE MOST innovative and unique copywriter living today.

He has an email following of over 100,000 businesses and copywriters from all over the world.

He is SO GOOD, in fact, that he regularly

turns people away from his services

if they aren’t up to his standards!


I know… I know… what does all of this matter, right?

I’m getting to the good part, trust me.

Well, I’ve been following his email newsletter for about a year now.

(It’s kinda hard not to once you start, though, because he is SO INSANELY HILARIOUS.)

Earlier last week, he asked for businesses who follow him to write in and share examples of their emails influenced by his engaging style.

So… I thought, “What the heck, why not?”

“Maybe he’ll give me some good advice I can use to create more engaging and exciting emails.”

I NEVER expected what happened, though.

Not in a million years could I have imagined it!

Here’s the email I sent him:


Hello Daniel - 

This is your underling, Jennifer Stoeckl, co-founder of the DireWolf Project, reporting for duty, SIR!! 

The Dire Wolf Project is a scientific program to breed back the extinct, prehistoric dire wolf in a loving family companion dog using only domesticated dog breeds. 

My mother, Lois Schwarz, began the project in 1988. 

I now run the company, brand, and breeding program. 

Our opt in page is:

I have been an avid fan of Daniel Throssell’s outlandish world building style for a while now… absorbing as much as I can from your mad genius ways. 

I can’t say I am your best student, since I have MUCH MORE to learn, but am definitely one of the most dedicated at working hard and putting in the seat time. 

Below, you’ll find one of my most Daniel-Throssell-inspired emails. 

I don’t always Throssellize my emails, but, one day, I found myself in need of getting my unruly email list back on task.

Thus… the following. 

I give you permission to reprint it, critique it, roast it, or beat the words right out of my senseless head, if you so desire. 

Stay well. Many blessings to you on your journey. You have greatly inspired me and many others. Take care. 


Then, I sent him both of the “Loyalty is rewarded around here” and “Down with the Patriarchy!” emails I wrote last month.

With bated breath, I waited.

I seriously thought he was going to tear my emails apart limb from limb.

I am NOT a copywriter.

The only formal writing I have had was a short story fiction class in college… and I was in AP writing in high school… does that count? I don’t know.

I mean…

I guess I do write for a living, so I have quite a bit of practical experience, but no where NEAR Daniel Throssell’s caliber.

Now, it must first be noted that not everyone who wrote in was featured in his monthly copywriting school subscription list.

BUT… he chose my submission (1 of 13) to review!

That’s already WAY COOL!

(Because 100,000+ people could potentially find out about us.)

It’s not the best part, though.

When a mentor you greatly admire publicly reviews your work and he only has glowing things to say about it… THAT’S THE BEST PART!!

You guys!

He loved it!

Here’s what he said,

Okay… okay… so you get this right?


were positively reviewed

in front of 100,000+ people

from one of the most influential

email copywriters in the world!


Now, listen.

I am HARD at work putting the final touches on our extensive email adventure series  called the “LaBrea Evans Adventures”.

It is going to be the COOLEST thing to happen to email in the dog world ever… and YOU are going to get to experience it before anyone else!

I wish I could give you a little taste of it. I can’t believe Jay and I even came up with this crazy story, but I don’t want to spoil the big surprise.

So, since I can’t give you a sneak peak of our forthcoming LaBrea Evans Email Adventure Series, yet, if you own a business or support a business owner or corporation through marketing or copywriting, I HIGHLY recommend subscribing to Daniel Throssell’s ORIGINAL parallel welcome sequence.

It’s where the inspiration for La Brea Evans came from.

You won’t be disappointed.

Here’s the link:

Jennifer Stoeckl is the co-founder of the Dire Wolf Project, founder of the DireWolf Guardians American Dirus Dog Training Program, and owner/operator of DireWolf Dogs of Vallecito. She lives in the beautiful inland northwest among the Ponderosa pine forests with her pack of American Dirus dogs.