I might talk a good game about email.

Like it’s the 9th wonder of the world.

But, truth is it ain’t all watermelons and cream. There’s also a “dark side” to using my email methodology that scares people away from it sometimes.

Here’s what I mean:

It’s not unusual to see a HUGE sales bump with my methods.

Right off the bat.

Sometimes as much as double your current sales. (Yes, “Email Players” subscribers have reported this, and I’ve had it happen, too.)

It’s different for everyone, of course.

But it has happened.

So what’s the problem?

The problem is…

The following sudden DROP in sales.

It’s always unexpected.

(Even though I warn people about it…)

And it always throws people for a loop. I mean let’s face it — when sales shoot through the roof and then suddenly fizzle away for no apparent reason, you’re gonna sense a disturbance in the force.

You’ll know something is rotten in Denmark.

But you won’t what it is or how to fix it.

Soon worry sets in.

Panic rears its fugly head.

And the calls for help flood my inbox…

So what causes this mysterious drop in sale?

It’s quite simple, really:

Not adding more names to ye olde list.

This happened to me early on, too.

I was selling my “Copywriting Grab Bag” product. Sales shot up overnight using my email methods. And I was as happy as a politician in a brothel thinking the party would never end.

Until it did.

Sales started dropping off.

They continued to come in consistently (still way better than before I used my email methodology), but the big waves of sales stopped.

Yes, the buyers list was growing.

But the prospect list had significant… shrinkage.

Eventually, the lightbulb went on and I got busy list building.

Now, here’s the good news:

Luckily, “The Email Player’s Cookbook” (that comes with your “Email Players” subscription) includes a couple appendixes on how to quickly (and inexpensively) grow your list. And the next issue talks about using solo email ads (a great way to grow most lists), with examples on how to write them.

So something to think about.

But if you want in, decide quickly.

Next issue goes to the printer soon.

Subscription info at:

www.EmailPlayers.com

Ben Settle

Lots of affiliate marketers on my list.

And whenever they ask my advice about how to use email to win at affiliate marketing, here’s what I tell ‘em to do:

You gotta go “Indiana Jones” on the competition.

Ever see the movie “Raiders Of The Lost Ark”?

Remember that scene where Indie is running through the crowd with whip in hand… and that swordsman pops up doing a bunch of fancy moves challenging Indie to a duel (whip vs sword)?

But instead…

Indie simply pulls out his gun and shoots the guy dead?

No “duel” necessary?

That’s how you do affiliate marketing.

In other words, don’t try to out-muscle your competition if they have more “celebrity” juice, better marketplace positioning, better ads, etc.

Don’t bring a whip to a sword duel.

Bring a GUN, baby.

And that gun is… email.

You have to realize with email, if you do it right (and almost nobody does it right), you have no competition. At least, not to the people on your list. All the goo-roos and other big shot affiliates may have bigger swords and fancier moves.

But with email you have a gun.

Use it and you’ll win without breaking a sweat.

And that’s where “Email Players” comes in.

Specifically, the next issue.

I explain EXACTLY how to win with email as an affiliate.

And also hand you two email sequences I wrote last year that kicked gluteus bootyus selling products as an affiliate (shocking the product owners in both cases with the high conversion rates).

But time is short.

This issue goes to the printer next week.

No time for dilly-dally.

If you want in, go here today:

www.EmailPlayers.com

Ben Settle

So Star Wars Phantom Menace is being re-released.

I remember seeing the original Star Wars as a 3 year old when it first came out. I was just fascinated when Obi Wan did his “Jedi mind trick” — where a Jedi controls a weak-minded person’s thoughts. In the movie Obi Wan does it by waving his hand at the storm troopers who stop him and Luke at a checkpoint.

The weak-minded stormtroopers do exactly as he says.

Without question.

And without hesitation.

Kinda reminds me of certain goo-roo ads.

I’m amazed at how easily the “weak minded” keep buying products that are obviously rehashed from a previous product, thrown together and sold as if brand “new.”

It’s maybe not exactly like a Jedi mind trick.

But the EFFECT is the same:

They send an email to their list…

And with a wave of its “hand” the ad has a sort of dialogue with the reader’s inner psyche.

It goes something like this:

GOO-ROO AD: Yes my claims sound like bullshit, but you don’t need to check my credentials or track record.

READER: No need to check his credentials or track record.

GOO-ROO AD: That’s not the info you’re looking for.

READER: That’s not the info I’m looking for.

GOO-ROO AD: Move along and click here NOW.

READER: I better click here now!

Hey, don’t scoff, Chewie.

Thats essentially what happens.

Most people turn their “trust dial” down a notch (or two).

While the weak minded buy.

And buy again…

And again… launch after launch after launch…

If that’s you, there’s still hope.

A NEW hope.

It’s called… learning how to sell.

You’ll quickly know if something is BS or not.

Lies will stand out like Jabba the Hutt at a nudists colony.

And you’ll be immune to hype and nonsense.

Only question is… what KIND of selling?

I recommend using email.

In fact, that’s the whole point of my “Email Players” newsletter — to teach you how to stand on your own two feet out there online, chopping off your competitors’ hands and heads (figuratively!) with your lightsaber, and winning one for the LIGHT side of the force, baby.

Bottom line?

Master the mysteries of email.

Use it every day.

And soon, a Jedi marketer will you be.

Go here to subscribe:

www.EmailPlayers.com

Ben Settle

Some of the wisest advice I ever heard:

“Before doing something online ask, ‘does this work in real life?’”

I heard it from Sean D’Souza.

(In his 2008 System Seminar teaching.)

And, I have found it to be extremely accurate.

For example:

Many emailers obsess over open rates.

“Oh I got my open rates up to 45%!!!”

“Great! But did your sales go up?”

“…”

They don’t know.

They aren’t tracking sales. They simply believe if their open rates are up, that’s how to measure email success.

Yes, open rate stats are useful.

Don’t misunderstand.

But let’s apply them to real life.

Imagine you’re a direct mailer.

Paper, stamps, mailing house, etc.

Just testing your mailing costs a few thousand smackeroos. Will you care how many people open your envelope? Or are you going to care how many SALES you got, so you can make your money back to cover the check you just wrote to finance the mailing in the first place?

Most IM’ers seem to care about everything BUT sales.

Like open rates.

Number of FaceBook “likes”.

Twitter follower count.

How many blog comments they get, etc.

It’s madness.

Yes, the above are fine to track.

But just make sure you track SALES, too.

After all…

What’s putting food on your table?

FaceBook likes and open rates…

Or sales?

Anyway, if you want to start writing emails that make lots of sales (and get great open rates and clickthrough rates to boot…) then check out “Email Players.”

It’s pricey.

And it’s not for those just “playing” business.

(If you don’t implement, don’t join.)

But the results subscribers are getting with their emails is surprising even to me sometimes.

(And I use this stuff every day).

Go here to subscribe:

www.EmailPlayers.com

Ben Settle

Good times… good times…

Recently a website published an article I wrote about a 5 minute change I made to an ad that turned it from a complete loser to a long time winner that resulted in some pretty delicious commissions over the course of a few years.

The information in the article is mucho valuable.

At least, it has been to me.

And in some ways, the most valuable article I’ve ever written.

But, not everyone thought so.

Specifically a goo-roo fanboy who objected:

“What a complete waste of time that was…”

Why would he say that?

Well, because like most goo-roo fanboys, he probably doesn’t like being taught the fundamentals.

They want “ninja tricks.”

They only seek out shiny-new-objects.

And the fundamentals are like kryptonite to them.

It’s like all they want is “advanced.”

But the irony is, advanced info can only be applied successfully by someone who has mastered (not just learned) the fundamentals. It’s like the story about a martial arts master and his new student. The student was full of piss & vinegar and wanted to skip to the advanced stuff.

“Show me something advanced!”

So the master thought about it.

And in the blink of an eye, threw a punch so fast… the speed of it blew out a nearby candle!

“Show me how to punch that fast!” squeaked the student.

To which the master said…

“First, you need to learn HOW to punch.”

Goo-roo fanboys never get this point.

That’s why they’re goo-roo fanboys.

It’s also why I wrote “The Email Players Cookbook”.

I didn’t want new “Email Players” subscribers coming on board looking for somewhere to plug their umbilical cords. The book comes free with your subscription, and lays out the basics of the “Settle system” of email marketing and “preps” you for the advanced material in the newsletter.

The book has lots and lots of tips inside.

Even some “advanced” ones.

(Taught in context…)

Anyway.

You can ONLY get it by subscribing to “Email Players.”

It’s not for sale to the general public.

Go here to get it:

www.EmailPlayers.com

Ben Settle

The only question that matters is asked…

“Hey Ben, You regularly mention not following various goo-roos’ advice blindly…how do we know we can trust your advice versus the goo-roos without seeing any “proof” other than your word? I absolutely love your teaching and am beginning to apply it to my business, particularly emailing my blog posts rather than linking back to them. I’m considering joining Email Players, too.

I’m just curious how you’d answer that question.

I don’t mean this as negative or critical at all.

Just one of those “how do you know” questions.

A very good question.

Here’s my answer:

Look, I don’t think you should follow ANY advice (including mine) blindly and I’ve said it before.

Test everything, see what works for you.

The proof is in the doing.

It’s the only real “proof” there is.

Take the tips I give away free (especially in the free “Email Players” pdf and my media page) and use them.

It costs bubkis to test this stuff out.

It either works or it doesn’t.

And if it does?

If you want more?

If you want the really advanced material?

“Email Players” is waiting patiently for ya at…

www.EmailPlayers.com

Ben Settle

P.S. Speaking of proof…

The FTC doesn’t like us posting testimonials where people had results that aren’t “average.” Otherwise I’d post the testimonial I got last week from Kelly Tanguay about the free tips (not even the paid stuff) I give away. Specifically, how she doubled response (and more than doubled sales) for her boss resulting in over $50k in extra unexpected dollars from a single mailing.

Bottom line:

The material speaks for itself.

I got nuttin’ to prove…

Fred (a networker marketer) asks…

“I’m in the biz-op arena of network marketing. It does seem like I should be able to adopt your email strategy to network marketing with good, (maybe excellent) results. What do you think?”

I think it’s a great question.

I reckon lots of network marketers wonder about this.

And the answer is:

Yep.

I think network marketers could dominate using email correctly.

And I’ll tell you why:

Many moons ago (2002′ish) I was a frustrated network marketer who couldn’t sponsor my way out of a paper bag if my life depended on it. I mean, I REALLY sucked at it. Until one day I found a brilliant direct marketer (and network marketer) named Art Jonak.

Back then, he had a weekly tele-seminar.

And on it he taught generic MLM training.

(i.e. the info could be used with any opportunity.)

His tips were awesome, too.

And I learned a lot and was inspired each week.

Anyway, long story short…

I didn’t know exactly what company Art was with.

Nor did I care.

Because after a few of his training calls I just knew I wanted HIM as my sponsor. So I emailed him and one of his team called me and I ended up switching over (although I did not stick with it, since I was making my transition to being a copywriter — which I did not suck at — at the time).

Now, apply that to email.

You build a list of biz opp seekers and MLM’ers.

You send daily emails about GENERIC MLM & biz opp stuff.

And, you do it the way I teach.

Think of the people on your list who are frustrated with not making money or with their company or who just want a leader to follow… who they gonna call?

You’d be the man.

Nobody else would be good enough.

And it wouldn’t matter what “opportunity” you sell.

Why?

Because you’ve used email to position your bad self as a LEADER — not just an “expert” or “sales man.”

So yeah, I think my methods would work.

And I think you’d own.

For more info:

www.EmailPlayers.com

Ben Settle

Last summer I met the perfect client.

A client who is ALWAYS ready to hire.

(Hint, hint…)

And who is like a “super client” dream come true for any hardworking, business-savvy copywriter. (The only thing this client is missing is a cape and tights…)

Why do I say this?

What makes this client so groovy?

Well, for one, this client will NEVER challenge you on price. Will NEVER ask you to work on projects where you don’t believe in the product. And will NEVER (ever) devalue your time or treat you like some kind of underling. Plus, this client will ALWAYS pay you on EVERY project you work on forever — all up front.

But that ain’t all.

This client only has projects you WANT to work on.

For products you 100% believe in.

And is willing to pay you whatever you ask.

(Without question, haggling or hemming-and-hawing.)

After knowing clients like this one I met, I can guarantee your time will always be respected. Your talents will always be appreciated. And never will there be a deadline you can’t handle.

This client is TOPS.

They will never leave you or forsake you.

And there’s NONE of the drama you get from other clients.

Sound almost like fantasy land?

Well, it’s not.

This client really DOES exist, and is just waiting to hire you, whenever you want, at the drop of a hat.

They don’t care about your portfolio.

Your track record.

Or if you’re a man or a woman, young or old.

Just say the word and the gig is yours.

Who is this super client?

Yourself!

Hey, am I saying never to take on other clients?

No!

Do what you have to do to survive.

But personally, I think it’s a mistake to rely on other clients exclusively for your income, as there are many things in their business beyond your control (especially if you have some kind of contingency/royalty deal gong on).

So I suggest also doing your own projects, too.

Start small, if you must.

Maybe find a product on clickbank to sell.

Build a list.

Then sell to it!

Write an email every day.

It sounds really simple.

(Cuz it is.)

But it will pay you dividends for years to come.

Far more than a client ever will.

To get started, zip on over to:

www.EmailPlayers.com

Ben Settle

Got this question about getting clients:

“Ben I know you don’t do a lot of client work anymore but I plan to contact people with bad sales copy and offer to rework it for them and show them why I think I can make it better. Is that a good idea???”

Not really.

I’m not saying it never works.

But first, how do you know their sales copy isn’t pulling?

And second, that ain’t selling.

That’s pitching.

I can’t speak for anyone else, but back when I did client work, none of my clients came from pitching. It was always by selling. They were often on my email list, would call me up, we’d get to talking and I’d simply ask something like, “so how are you doing with your emails?”

They’d unload all the dirty details.

How nothing they did was working.

They were getting terrible response.

And do I offer that service…?

(I bet you could take it from there.)

Point is I was selling.

Not pitching.

I asked questions, got them talking about their problems, and let them sell themselves on me, instead of me selling myself to them.

Of course, the emails did most of the heavy lifting.

Emails probably did 80% of the work.

Clients came to me since they were on my list and watched me demonstrate my knowledge each day.

Hey, want clients?

Start writing a daily email.

I mean, think about it:

If you’re the ONLY one showing up regularly in their inbox with information demonstrating your awesomeness, who do you think they’re gonna call?

The lazy guy who mails once per month?

They’d be nutz NOT to call you.

You’d probably be their only pick.

Anyway, for more about writing emails, go to:

www.EmailPlayers.com

Ben Settle

An email student gets attacked:

“Ben, since learning and doing emails your way I’ve had a lot of great success and more sales, but I’m also hearing from people who hate my guts! Is this normal???”

Indeed it is.

And it’s GOOD, too.

You’re on the right track, stud.

In fact, just recently I’ve been called all kinds of lovely names by people who simply disagreed with something I’ve said — like “asshole”… “huckster”… and even “psychopath” by a well-known Internet marketing teacher. (Except, according to him, just not a very “charming” psychopath. What does he mean I’m not charming? WTF???)

And you know what?

I’m thrilled by it all.

Means I’m doing something right.

Maybe even a LOT of things right.

Believe it or not, you can often gauge your effectiveness with email by how many people hate on you, despise you and envy you.

So keep up the good work!

Plus, realize this:

Anyone who dares stick their heads above the fray and give an opinion that takes others out of their cozy wittle comfort zones is gonna get shot at. So when you do email correctly you’re almost guaranteed to get a steamy pile of hate mail.

Don’t worry about it, though.

It’s a badge of honor.

It’ll put some hair on your chest.

And, it can also put money in your pocket.

I wrote about this a while back here:

www.BenSettle.com/blog/how-to-profit-from-hate-mail

Ben Settle