One of the most profitable emails I ever wrote was as an affiliate for Ray Higdon’s 3-Minute Expert product which shows people in MLM how to become a legitimate expert (so when they sell their program, they have credibility, amongst other benefits).

So it was for people in MLM.

But, the email was not “about” MLM.

It was about sex.

And betrayal.

And, yes, something nobody we competed against in that market had the balls to write about. It was raw “uncircumcised” truth about something that was probably in poor taste for an email by conventional goo-roo standards. In fact, while I read it out loud live on a webinar once, at least one person said it made him physically sick to his stomach.

Ooh yeah, baby.

That’s how you know you did it right.

Anyway, that email was a prime example of the persuasion secret I’ve been yapping about for the last week that is in the August “Email Players” issue, that also got us the most opens, clicks, and sales from that campaign.

It’s also featured in the August issue, too.

(Towards the end.)

To subscribe before I send it to the printer tonight, go here:

(once I do that, it’s too late to get it)

www.EmailPlayers.com

Ben Settle

Todays’s the deadline to get your hot, sticky little hands on the August “Email Players” issue. The entire issue is about what I believe is the single most Valuable persuasion “secret” (I’ve only seen one person teach in depth in my 16 years of business) I’ve ever used in my emails and sales copy.

It also includes a lot of real-life email and sales letter examples from niches like:

• Prostate problems
• Self defense
• Health supplements
• Golf
• Home business

Frankly, this issue is mostly sample copy.

And that means you’ll have to read it carefully and have the ability problem-solve and think through how to apply the information to your emails and sales copy. (i.e. it’s not going to do copy & paste swipers much good, and will probably even work against them).

More:

I’m also including an 8-page “Ravings of an Ad Man” bonus training.

This is a hybrid training and sales pitch for something I’m selling.

The training part reveals 15 facts about the reclusive copywriting genius (that other A-list copywriters looked up to as the man) I consider to be the greatest email copywriter (even though he never sent an email in his entire life, for all I know) who ever lived.

The deadline is later today.

If you want it, here it is, come and get it:

www.EmailPlayers.com

Ben Settle

About 8 years ago, I wrote an ad for the prostate niche.

It sold an eBook I wanted to build a side business around, and so I spent probably more time writing the sales letter than I did the eBook. I also sent that sales letter to as many men as I could get to read it, since that is a problem that potentially effects ever man.

The result?

The sales letter did it’s job almost too well.

By that I mean, almost every single guy I sent it to (young or old), told me they thought they might have a prostate problem after reading it. Yet, I am pretty sure not a single one of them did — especially the younger guys in their 20’s.

Like, for example, the Agora copywriter I showed it to a few years after.

(When I did some training for their writers and editors at their Baltimore office.)

Agora is known for having a hardcore legal team.

And, I wanted this writer’s opinion on the sales letter from that point of view.

His reply?

DUDE!!!

Awesome hanging out with you yesterday. I started reading your promo – it kicks ass – and something crazy happened: I freaken realized I’m experiencing some of these symptoms. Here’s the super short version:

He then went into his symptoms.

Anyway, here’s why I bring this up:

Do you remember my email from earlier today about that “law” of persuasion secret embedded in the movie “A Time To Kill”? Well, the reason that sales letter did as well as it did, and persuaded people they had a problem they didn’t even have, is because that persuasion secret was heavily in that sales letter.

And you know what?

I show you the exact part of that sales letter that contains it in the August “Email Players” issue starting on page 4.

It makes for a Valuable case study for how it works.

And, I have only seen one person every teach this law in depth in 16 years.

But you’ll know it.

And, you’ll be able to profit immensely from it

That is, if you are subscribed before I send it to the printer.

Go here while you still can, and before it’s too late:

www.EmailPlayers.com

Ben Settle

Back in the 90’s a movie came out called:

“A Time To Kill”

The too-long-didn’t-watch version is:

(WARNING: whole movie spoiler follows…)

A couple evil KKK types rape, beat, and torture a 9-year old black girl on the way home from the store. They think they killed her, but she lived. She makes it home, and the police easily find and capture the two perps. The father of the little girl (played by Samuel Jackson) knows they are not going to get what they deserve in a mostly-white county in the South. So, in an open courthouse, in front of God and everyone, he shoots the rapists both dead. Since he’s a black man in a predominately white county, his chances of not getting the death penalty are slim to none. So, he hires am untested, solo practitioner white lawyer named Jake Brigance (played by Matthew McConaughey) he knows to defend him against a popular and far more experienced DA who’s chummy with the judge and has a huge team at his disposal.

Anyway, short story long?

By the end of the movie, they’re losing the case:

• Jake’s witnesses have been discredited
• Samuel Jackson’s character openly admits he knew what he was doing when he killed the rapists and hoped they burn in hell (making the insanity plea a non-starter…)
• The jurors have even agreed privately with each other he’s guilty
• And, Jake’s got nothing left but his closing argument

A closing argument that, in my humble (but accurate) opinion, includes a superb principle of persuasion (I have heard only one person ever teach in depth in 16 years up in this business) that can change even the most stubbornly skeptical and hostile minds on a subject.

I don’t care if it’s in a court of law.

In an email or sales letter.

Or, even when debating politics.

(Yes, I have seen this secret persuasion method literally result in diehard partisans changing political parties!)

People who’ve seen the movie probably think I’m talking about storytelling.

But it’s something far more powerful.

Something that is like a law of persuasion unto itself.

And, something anyone (of any skill level) can incorporate into emails, sales copy, social media posts, livestreams, podcasts, whatever you are selling with.

More:

I talk about it in exquisite detail in the upcoming August “Email Players” issue — with several real-world examples taken directly from some of the highest selling sales letters and emails I’ve ever written to illustrate it, spanning multiple niches and product categories.

(i.e. whatever you sell, it will apply.)

But, I am sending this issue to the printer tomorrow.

After that, it’ll be too late to get it.

Subscribe here in time, while you still can:

www.EmailPlayers.com

Ben Settle

More about the reclusive, insult-slinging copywriter I yapped away about yesterday and mercilessly used to tease people into subscribing to “Email Players” before the August issue goes to the printer:

He was a master at getting past what he called:

“the secretary barrier”

In other words:

He was writing direct mail, including for business publications. And, thus, many people he was trying to sell were business owners, executives, etc who had their mail screened by secretaries. And, thus, to get his piece read, he had to get it by her. If the secretary tossed it out, it was all a big waste of paper and postage. And this is especially true since secretaries were told to recognize and eliminate bulk mail on sight.

His big secret to giving the secretary the slip?

(drum roll…)

“Create an outer envelope that looks interesting.”

And he did just that.

Not just with design, but headlines, etc on the envelope.

This applies to emails as much as it does direct mail. And, in fact, I would argue today’s consumers are far more ruthless and get far more junk email than the amount of bulk/junk mail secretaries saw.

The obvious solution?

Be interesting.

The not-so-obvious solution?

Is described in detail throughout the August “Email Players” issue. If you apply the big lesson that is embedded in the August issue on every page, and in every paragraph, sentence, and example, you will give your readers’ naturally ruthless desire to delete you on sight the slip, too.

Not only will they not delete you, they’ll read you.

And not just read you, but read you with undivided attention.

All of which can make you a lot more sales.

I’m sending the August issue to the printer in a couple days.

To get it (and learn more about the mysterious copywriter above), go here:

www.EmailPlayers.com

Ben Settle

A few days ago, I mentioned a reclusive, insult-slinging copywriter who was the A-list to the A-lister. Like Johnny Carson was the guy all the A-list celebrities wanted to meet, this was the Carson version of copywriters.

You know what else?

I believe he may have been the greatest email copywriter who ever lived, too.

Even though he died in 1996.

Even though he probably never even sent an email in his entire life.

And, yes, even though not 1 in 1,000 “internet marketers” (especially on Flakebook) know who he is or have heard his name.

Some facts about him:

Back in the 60’s, 70’s, 80’s, and first half of the 90’s this reclusive (and elusive) guy was widely regarded as the single best direct mail copywriter on the planet. In fact, I recently read how this guy (who was known for being quick with insults to virtually everyone — my kinda copywriter!) created packages so insanely profitable, they were able to charge as much as $40,000 for a single direct mail package.

That’s just shy of $200k in today’s money.

For a single direct mail package.

Anyway, as I mentioned, he probably never sent a single email in his entire life. But, I’ve been spending the last several years studying his ads. And, I have found his old direct mail letters to be perfect examples of email copy for today.

Especially for subject lines.

Or email opening sentences/paragraphs.

Or creating the kind of engagement where people are looking to buy from you before they even see you’re selling anything. (Ask any of those high falutin’ ex-spurts on Facebook livestreams preaching “ENGAGEMENT!” if they know how to do that.)

Or closing the sale.

Or body copy you can’t stop reading. (Even if you weren’t in the market for what he was selling!)

And the list goes on…

The point?

The August “Email Players” issue contains an 8-page bonus training/sales letter detailing 15 things I learned studying him and his ads, many of which apply to email.

It was quite the adventure learning about him.

And, quite fun, too.

To subscribe before I send it to the printer, go here:

www.EmailPlayers.com

Ben Settle

One of the first big “ah-HA!” moments I ever had about copywriting was when I read the late, great Eugene Schwartz talk about how a sales letter is the “functional” product, sent out in front of the physical product.

In other words:

Sales copy (when done right) is what a product does.

Not what it “is.”

So, for example, if I write an email talking about the August “Email Players” issue, I would be a fool to talk about the paper it is printed on, the color of the ink, etc. Instead, if I’m smart, I’ll talk about what it does and stick in the craw of their psychology.

Gene Schwartz called them:

Does’ies.

Take a dog, for example.

A dog is an animal with 4 legs, a heart, a tail, fur, etc.

Those facts do nothing for you.

But talking about how a dog will be waiting for you at the door when you arrive and lick your face when you had a bad day is a does’ie.

It’s something the dog does for you.

And here’s something else:

Another big “ah-HA!” moment I had (even more Valuable than the Gene Schwartz lesson above) was when I learned the secret persuasion “law” talked about in the upcoming August “Email Players” issue.

Something that:

Works even if your writing skills are weak

• Lets you write copy people can’t “un-read” (another way to stick in the craw of their psychology)
• If you tell stories, it will be like putting those stories on steroids as far as their persuasive power goes
• Was used by some of the most persuasive and influential people who ever lived (including the people who founded the the United States up through some of the most effective sales and marketing people today)
• Can be used in any of your marketing: sales copy, emails, PPC ads, social media, public speaking, videos, all of it
• Is demonstrated with lots of examples in the August issue

It goes to the printer in a few short days.

If you want it, subscribe here today, while there is still time:

www.EmailPlayers.com

Ben Settle

Once upon a time, there lived a reclusive, insult-slinging copywriter who was known to be one of the most brilliant ad men who ever lived.

He was beyond just being an “A-list copywriter.”

In fact, other A-list copywriters revered him as being above and beyond all of them in talent, results, and ability.

Anyway, this particular copywriter has no books.

No informational products.

Not even any speeches or talks (that I am aware of).

But, he did say a few Yoda-like things about copywriting that are worthy of not just reading, but hours of pondering and thinking of ways to apply to today’s advertising (yes, including emails, even though I don’t think the ever so much as sent a single email in his entire life.)

One of the things he talked about was market and customer surveys.

He said he didn’t need them, much less rely on them.

And the reason why was, he didn’t think they told you what someone really wanted to buy or what they wanted to be.

In other words:

He was so in touch with his market, surveys (even my favorite kind of “shallow dive” surveys where you simply ask people what they just bought…) were irrelevant to him. When you understand your market at the level this great copywriter understood the markets he sold to (and by sending daily emails the Email Players way, and paying attention to your list’s reactions, you can get this exact kind of intel, too…), you don’t have to worry if your launches and promos will be successful or not.

You’ll know before you even do it.

I’ve seen it (and experienced it) over and over and over.

For example:

Nobody ever asked for my “Villains” book (an Amazon best- seller). Or my old “elBenbo’s Apprentice” membership site (easily the most successful launch I had ever done at the time). Or my 10-Minute Workday program with AWAI (which they told me was the single biggest launch they’d done).

When you know that market at that level, it’s not much of a mystery.

Anyway, something to ponder.

And here’s something else to ponder:

The August “Email Players” issue contains an 8-page insert that is a hybrid copywriting training/sales pitch about the above mystery copywriter.

There are many things I’ve learned from him over the years.

And, I suspect you will, too.

(I cover 15 things I learned from him in the insert.)

That is, if you are subscribed before I send it to the printer in a few days.

Here is the link:

www.EmailPlayers.com

Ben Settle

Back when I used to do email critiques for “Email Players” subscribers (I no longer do, for a whole variety of reasons — including I hate doing them, and also, because if I did it for one person, I’d have to do it for several hundred other people…) I noticed a recurring mistake people made that basically castrated their sales, and made them more or less “marketing eunuchs.”

A mistake, fortunately, that was easily corrected.

And, when fixed, made people a lot of the green stuff.

The mistake?

Well, let me put it this way:

A lot of times, people would send me an email that was functionally correct — with a decent subject line, opening, story, call to action, etc. But, in almost every case they lacked the one element that makes the difference between an email making little or no (or just average) sales… and making a windfall of sales.

In fact, when I showed people this element, they’d go:

“Ah! Of course!”

And then, the smart ones would rewrite their emails with it.

And, after that, often report back with how much more profitable not only that particular email I critiqued did, but all their other emails henceforth.

And guess what?

I reveal this element of persuasion in the August “Email Players” issue.

In fact, the entire 16-page issue is *about* this one thing.

With plenty of examples to learn from.

To learn all about it, you’ll have to be subscribed before I send it to the printer in a few days.

Subscription info here:

www.EmailPlayers.com

Ben Settle