Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

Double Your Sales With Email

World Leader In Email Copywriting Education is Giving AwayTips For Doubling Sales With Email Right Now

Use the form below to open his daily email tips and a free digital copy of the prestigious $97/month “Email Players” newsletter…

Your Daily Email Addiction

Filed under: Email Marketing

Let me tell you about my copywriting pal Nate.

He’s a copywriter at Agora, and when I visited their offices a while back to teach some of their writers and editors some ideas about storytelling, infotainment, and email copywriting, I got to talking to him about their health offers. Specifically, how to make health offers compliant to steer clear of running afoul of any government rules or laws, etc.

Anyway, he offered to look at my copy selling a prostate product.

Of course, I jumped at the chance.

(They have strict lawyers there, making sure everything is kosher with the law.)

And, I sent him the ad.

A few days later I get an email from him worried about his prostate! Whether or not that was in his head (he seems kinda young to have those kind of problems), I don’t know. But he was convinced. And, in fact, he bought both my eBook and the supplement!


When I originally wrote the ad, I sent it to some of my copywriting pals.

And, they too, wondered if they had prostate issues.

Anyway, usually I am more of a “sell to the sick, not the healthy” kinda guy.

But, there are ways to sell prevention.

And, in the August “Email Players” issue (on page 13) I reveal how.

This issue goes to the printer soon, though.

So time is short.

Subscribe here today, while you can still get it:

Ben Settle

Filed under: Email Marketing

Reader Naomi S. writes:

Hi Ben,

I subscribed this week, but I must admit it: good stuff you’re writing! My compliments.

I think you made your point very clear with the goo-roo fanboy story – I will certainly keep this in mind during my email campaigns 😉

Also, your style of writing is appealing and I get that you also need to do the same when writing to possible/existing customers. I’m working for an IT company, and as you may assume, this is not as sexy as selling shoes for example. But I will make sure not to bore them with too much technical specifications (also something I learned from your tips).

Looking forward to the next one!

Sincere regards from Belgium

Reminds me of something I read in a Dan Kennedy book.

He had a customer who sold mechanical parts for something.

Real dry, and real boring.

So, the guy made his product exciting by writing an ad with a headline (and I am going on memory here) “69 things to do after you’ve bought your xyz part” — followed by a list of 69 sexually-themed things (within the bounds of good taste, I don’t think it went too crazy) they could do with their spouse that night after they didn’t have to worry about getting the part they ordered.

Does this work for everyone?

On every market?

For every customer?

Of course not.

And it’s the same with my email system:

Always *modulate* to your market.

Don’t get caught up with what you see me do to *this* list. I can assure you that, for example, when I wrote to overweight females in the weight loss market I didn’t write with this exact kind of flair and attitude, etc. I adapted the system for them. And, in the voice of the author of the products I was selling. But, I still made them interesting and stand out in the inbox using my methods.

Anyway, important email safety tip.


I talk more about this in the bonus video/transcript that goes out with the August “Email Players” issue which goes to the printer in less than a week.

Get your lovin’ here while there’s still time:

Ben Settle

Filed under: Email Marketing

Last month I finally ate at a Benihana restaurant.

(Yes, I know I’m late to this party, shush.)

And, I must admit, I was fascinated by the kind of talent it must take for the chefs to do what they do without losing a finger or accidentally impaling a customer’s eyeball with a steak knife. I watched this bloke work what looked to me like magic with the food and cutlery.

It was like watching a magician.

And then…

He started talking.

Just wouldn’t shut up.

Was one badly timed and executed sarcastic joke after another. At one point I had to use a few techniques I use to shut people up on social media who act like idiots on the guy, just so I could enjoy the meal and experience.

(I always say nothing will ruin a good meal like dumb people.)

Anyway, here’s why I bring this up:

I couldn’t help but be reminded of how much this was like a super talented copywriter or email writer who can dazzle someone with all kinds of persuasion and sales choke holds… only to have the entire sale ruined by a crappy offer. The offer is 40% (some say 30%, tomato to-MAH-to) of the battle. Without a good offer people want even the most talented copywriter is dead in the water.

Too basic for your advanced marketing bootay?


We can never get enough of the basics.

And, I daresay even the Benihana chefs practice their basics each and every day.

It’s also why, in the August “Email Players” issue (which goes to the printer in less than a week) I show a very basic (yet hardly anyone I know of does it) way to do daily emails, podcasts, articles, videos, etc without slicing and dicing and chopping and chipping at your brain.

It’s VERY fundamental stuff.

Yet, again, I would be that chef’s left testicle you aren’t doing it.

Subscribe before it goes to the printer here:

Ben Settle

Filed under: Email Marketing

Full disclosure:

I have nothing against him, but I couldn’t care less about Tony Robbins, have never been one of his fanboys, have never resonated with his teachings (NLP, etc) or walking on hot coals, and haven’t bothered watching his new documentary — and probably never will. (Cue all the Tony Robbins fanboys telling me why I *must* watch it, how it’s “life changing!”, and bragging about how it made them cry, etc.)

He’s just not my bag, baby.

That said:

I keep hearing about how the video is full of f-bombs.

As in every other word.

And, I keep hearing how it was necessary as a “pattern interrupt.”

And, how there is science behind doing it, etc.

That very well may be true.

In fact, General Patton used to say when he had to keep his men alive, he gave his orders dirty. The dirtier the language the better. And he said it saved lives because it got their attention. (i.e. pattern interrupt). And back then it probably was more of a shock. But today, you probably get ten times worse just logging into Facebook where it’s now trendy to drop f-bombs constantly, without any real context or congruence with the person’s personality. (They observe someone else doing it, and think “oh that’s totes what works now!” and then follow suit.)

My point?

I couldn’t care less what words you use.

And, if dropping ye olde f’bombs works for you, remember this Chinese proverb:

(props to the great Matt Furey who I heard it from)

“A strength overextended becomes a weakness”

And, I hereby predict that, at this rate, it won’t be long before *not* dropping f-bombs in your marketing, seminars, emails, copy, videos, social media posts, etc will be the NEW pattern interrupt.

We shalt see.

In the meantime, here’s something to chew on:

The August “Email Players” issue goes to the printer in about a week. It contains a vital list-building teaching that has made my lists far more responsive than a lot of other lists (judging by how well I do when competing against other affiliates). It also has a bonus video (and transcript) of a valuable teaching I did in Boulder, CO revealing some email tactics I’ve used to make a lot of sales in hyper competitive health-related niches (that work just as well in non-health related niches).

There’s a helluva lot of value packed in this issue.

And, it’s a great jumping on issue for people new to my world.

Subscribe here to get it in time, while you still can:

Ben Settle

Filed under: Email Marketing

In one of the great Bob Bly’s ezines, he recently quoted:

“How long should your blog posts be? According to research by web design firm Orbit Media, the optimal length for a blog post as far as SEO goes is 1,500 words. SEOmoz, found that blog posts with between 1,800 and 3,000 words attract 15 times more inbound links from other web sites than posts with less than 600 words. HubSpot reports that blog posts of 2,500 words or longer get the most shares on social media.”

Which then prompted this question from one of our mutual readers:

“Ben, did you read Bob’s email how come you only put your short emails up on your blog and not make them longer”

My answer:

Because I don’t blog for inbound links or shares or SEO.

I blog to build an email list.

Funny story about this:

My pal Jim Yaghi (a for-real computer scientist who understands the rigorous discipline it takes to do a for-real scientific test) did some experiments with this, where he put valuable content-filled articles on sites that encourage use-generated content. And, he tracked the number of views his content got with the number of shares it got.

Turns out more people (way more) shared it than viewed it!

(Much less read it.)

How can that be?

Well, it could be because people don’t share content, they share headlines. And/or, it could also just be that people are more into sharing 3,000+ word articles than they are *reading* them, much less buying from them, or responding to them.

Really, I don’t know.

(This is just me brain farting and your results may be completely opposite.)

And, I’m not saying you shouldn’t try to get shares or SEO if that works for you.

I don’t believe in the mythical one-best-way of doing things.

Whatever the case:

I don’t worry about length. What I focus on is how to get the visitors I do get to opt-in. And, not only opt-in, but opt-in in such a way where they are “prepped” to buy. (Or, at least, be prepped for my daily emails they know, going in, are going to offer them something.)

And guess what?

I discuss this in far more detail in the August “Email Players” issue.

I can probably count the number of people on four fingers who agree with my ways of doing this sort of thing. But, I can assure you we have higher quality lists than most people (although admittedly smaller lists). Get way less spam complaints. And, have hefty conversions for both our own products and products we sell as affiliates.

You can, too.

And, with just your current traffic.

Details in the August issue which goes to the printer in about a week.

Subscribe ye here today to get it in time:

Ben Settle

Filed under: Email Marketing

Once upon a time, child elBenbo watched a show called “Ren & Stimpy”.

The two main characters are a cat named Stimpy and an “asthma hound” chihuahua named Ren. Anyway, in one of the episodes, Ren got angry at Stimpy and his cousin Sven and decided to pee on their board game which was called:

“Don’t Whiz On The Electric Fence”

(Yes, these are the kind of shows I was influenced by…)

Then, the house blows up, they all end up in hell, and the devil says:

“You whizzed on the electric fence didn’t ya?”

Anyway, here’s the point:

Whenever I think of that, I can’t help but realize what an apt metaphor it makes for what we talked about a couple days ago — with all the I’m-gonna-pretend-I’m-not-gonna-sell-you-anything email campaigns and playing “Twister” with trying not look like you have anything to (gasp!) offer. I do understand for some people these tactics sound sexy from the stage — especially to people who are scared to death of selling (or looking like they are selling anything). After all, it sounds new, it lets you look like a nice bloke, and it gets applause and praise from the social media fluffpreneurs.

(Who are the most vocal.)

So I get it if you are scared of selling.

I feelz for you.

Really, I do.

I used to do the exact same thing many years ago.

But then, I started realizing how I was turning perfectly good leads into non-buyers (who then bought from someone who actually did sell them), lost a lot of leads who got bored and impatient with all my fabulous “content” they never valued (much less used)… created swarms of hostile freebie seekers who cursed me when I finally did sell something (I remember only the second time in about 4 years of sending emails I sold something — I got accused of being a “list pimp” ooh)… and I didn’t help any of my would-be customers at all because I didn’t have the balls to sell them the solution they were on my list to have in the first place.

In other words:

I was whizzing on the electric fence.

And, it blew up on me.

Moral of the story?

Don’t whiz on the electric fence.

Whizzing on the electric fence is bad.

And it kinda *stings* too…

For a better, proven, and more fun way, check out my “Email Players” newsletter.

August issue is right around the corner.

Subscribe here:

Ben Settle

Filed under: Email Marketing

Last month I wrote an email with the subject line:

“uncovering your goo-roo’s nakedness”

Basically, it talked about how the term “uncovering your father’s nakedness” in the Bible means having sex with your father’s wife. And, I then related it to the rampant what Dan Kennedy calls “marketing incest” going on in Internet marketing land.

Anyway, one of my loyal *atheist* readers Paul M. commented:

… Ultimately, theists will be rubbed the wrong way by the idea that you should evaluate the Bible from a secular framework that is more authoritative than it (though, at first, they may not suspect any analysis as being from outside the framework of their good book). And atheists will be rubbed the wrong way by the idea that they should open to the images and frameworks that they have come to see as a control system that they reject.

But someone who teaches email marketing would know that rubbing a little salt in the religious wound will stir anxiety and drive attention while the stories, that have been such powerful marketing vehicles, also make great teaching vehicles.

Bring on the Bible.

^^ Agreed.

As for theists who get acid reflux over such things:

They tend to be the ones practicing churchianity not Christianity, and I couldn’t care less what they think. On the other hand, if someone mocks my faith, I find it nearly impossible to take that seriously, either.

Why would I?

As David Putty said to Elaine in “Seinfeld”:

“I’m not the one going to hell”

And speaking of the pit:

The August “Email Players” issue has a teaching in it I titled:

“If They’re In Heaven, Cast Them Down Into Hell!”

It’s a powerful way (I have used for years) of selling in emails.

And, it works.

But, only if you know how to do it.

Subscribe here to get this issue in time before it goes to the printer:

Ben Settle

Filed under: Email Marketing

Lo and behold:

Recently, I wrote about why I’m against so-called “nurture” sequences and “good will” emails, and any kind of email that isn’t selling (or at least makes it obvious something exists for sale, and showing them the next step to take).

Well guess what?

I posted something similar in my facebook group.

And, one of the founding fathers of Internet marketing as we all know it — Terry Dean — added:

Agreed. “Nurture sequences and goodwill emails” that don’t sell are dumb.

I have multiple clients who have pretty hefty ad budgets where we’ve tested when to sell in their autoresponder sequence. Immediately day one is the answer.

We do a slightly different approach and often have a short content video immediately after opt-in with a link to the sales video or sales page right under it. But each email is content/personality/sales.

The psychology doesn’t even make sense to “nurture” them. They’re searching now for help. They subscribe to your list now for help. And you’re going to make them wait till next week for help!

I hear ya, Mr. Dean.

(No surprise, I learned this mindset from him.)

All that sell-without-selling horse shyt does is make it take longer for you to solve your prospect’s problems and get paid for doing so. I can just imagine industry pioneer Marty Edelston (the late founder of Boardroom — 9 figure direct response marketing company) in the early days when he spent his last $3,500 to hire the great copywriter Gene Schwartz saying, “Okay Gene, don’t sell anything, we’re going to send out a week of ‘nurture’ mailings instead of selling them outright, we don’t want people to think we’re a bunch of greedy salesmen!”

No, those guys knew how to sell.

They knew how to combine content with promotion.

And, they knew how to do it *while* building the relationship.

I cut my teeth studying those guys.

And, later, I cooked up a system for doing so in email. The result is emails that combine content and promotion. Emails that make an offer. And, emails many people admit they look forward to reading and buying from.

I can show you how, too, True Believer.

It’s what my “Email Players” newsletter is all about.

August issue goes to print soon.

Subscribe here today to get it in time:

Ben Settle

Filed under: Email Marketing

A question that waifts by like a stale fart in the breeze every now and then is why I don’t let people pay for “Email Players” for a year in one shot. After all, they have the dough, they want to give it to me, and they are even eager to do so.

My reply to that?

I get why people want to do that.

I am the same way.

But, I also don’t like being in debt or buying things on time.

By selling things in advance that have not been created yet, that puts a kind of psychological stress on my wee brain that sucks all the fun out of doing it for me. At that point it becomes a chore and something I have to fulfill on.

Thus, my answer is always no.

Think I’m the only one?

Think again, Buster.

Even the great Terry Dean, when I interviewed him once, told me he is the same way with his newsletter. People who have been buried in a bottomless pit of debt and financial problems in our lives tend to not want more debt.

Yes, even product-fulfillment debt.

(i.e. such as selling yearly subscriptions.)

Being bound to having to do it for a year in advance would take all the fun out of it.

So anyway, for those who keep asking “why no yearly?” — now you know.

And, as my pal GI Joe used to say:

“Knowing is half the battle”


To check out my *monthly* “Email Players” newsletter go here:

Ben Settle

Filed under: Email Marketing

The short answer is:

You sell ‘em something.

A better answer, though, is from this ex-freebie seeker’s own confession:

Confession of an Eternal Tyrekicker

Hi Ben,

I am writing this to confess that your wicked ways work.

The context….

I hoard information. I am an info junkyard – an alphabet algae – a web janitor to be precise.

And while i always got the kick while gobbling up your free podcasts, it’s you putting them behind a paid curtain that has their stature raised in my prying eyes.

Now, I am actually looking forward to them.

Suddenly and strangely, they seem more valuable, though it is the same content that was accessible to me for last few month but, I used to take that info for granted.

No more. Even if for peanuts, it has value for me.

A huge psychological kick to my lazy groin.

Now I am waiting, as in really waiting … And it has saved me the painful route of doling out free value till time immemorial just to look nice while staying broke.

Broke like a broken broom.

I am grateful, master. For your deft ways are subtle ….

Hail the King of Virtual Villains

I shall do you proud one day.

“King of Virtual Villains”

I hereby accept that title.

Hail to the king, baby…

Anyway, so I gave you the “what” to do to convert fire-breathing freebie seekers into repentant buyers, seeking your gracious forgiveness. Now, for the “how” to do it. There are several ways to go about it. But, in my humble (but accurate) opinion nothing beats good, old fashioned “retro” email.

Specifically, the way I teach it.

You can learn how in my “Email Players” newsletter.

When you subscribe today you get a free copy of my “Email Players Playbook” shipped to your doorstep, and also an unadvertised video of me teaching some of my best stuff in Vegas.

Here’s where to subscribe:

Ben Settle

Double Your Sales With Email

World Leader In Email Copywriting Education is Giving AwayTips For Doubling Sales With Email Right Now

Use the form below to open his daily email tips and a free digital copy of the prestigious $97/month “Email Players” newsletter…

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

950 SE Oak Ave | Roseburg, OR 97470 | (815) 425-4483 |

Copyright 2002-. All rights reserved

Legal & Policies Privacy Policy