Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

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Your Daily Email Addiction

Filed under: Email Marketing

“The Matrix is a system, Neo. That system is our enemy. But when you’re inside, you look around, what do you see? Businessmen, teachers, lawyers, carpenters. The very minds of the people we are trying to save. But until we do, these people are still a part of that system and that makes them our enemy. You have to understand, most of these people are not ready to be unplugged. And many of them are so inured, so hopelessly dependent on the system, that they will fight to protect it.”

“The Matrix”

The more I watch “The Matrix” the more I like it.

It’s chock full of great business wisdom.

Take the above quote, for example:

The world at large hates the business man. The business man is vilified. Lied about. Envied. And, worst of all, attacked for no reason whatsoever.

Attacked by WHO, you ask?

Your politicians.

Your attorney generals.

Your lawyers.

Your judges.

Your gazillion paper-pushing bureaucrats.

Other businesses who see you as a threat.

And, even your own friends and family who continue to vote against the business man’s best interests (i.e. higher taxes, strangling regulations, more stoopid forms to fill out, and other time & money wasting nonsense) even though without the business man they’d have no tax money to fund their silly little utopian dreams. (Cue up the creepers who’ll knee-jerkedly and incorrectly think I watch Fox News and vote Republican… they’re oh-so-predictable…)

Where was I?

Oh yes… I remember:

Everyone’s hand is against the business man.

Yet the business man is who provides their jobs.

The business man is who pays the bulk of the taxes.

And, the business man is the one making things go forward economically in spite of the government always trying to tear him down, place obstacles in his path, and tax him into oblivion.

Reminds me of Dan Kennedy’s “No BS Business” book.

There was a business guy overrun by taxes and mind-numbing forms.

Every day was another tax bill to be paid.

Another regulation to be followed.

Another idiotic “rule” to be obeyed.

Until one day…

They find his corpse at the foot of his mailbox dead of a heart attack — with tax forms clutched in hand!


Now, ‘lest you think me a pessimist…

Personally, I see the US like a burning forest.

There are 3 ways to react to it:

1.) Heroically (and exhaustingly) try to put it out using buckets of water filled at the stream “bucket brigade” style — even though you know it won’t stop the forest from burning down since it’s too far out of control

2.) Curl up into a fetal position and wait to die

3.) Grab some hot dogs and ‘smores and ENJOY it


I’m going with option #3, Alex.

One of the ways I enjoy the burning forest is with email.

While everyone has been out there freaking out about government shut downs, NSA spying and letting the news scare them into doing whatever it is their agenda-setters want you to do, my subscribers and I were shooting out emails that made sales, taking the pressure off, helping us prepare to do whatever we have to do once the economy crashes.

(It ain’t gonna be pretty for the unprepared.)

Plus, you know what else?

Email is kinda FUN, too.

Especially when you do it the way I teach.

If you want to join us for November, there’s still time.

It’s a great “jumping on” issue for new subscribers, too.


Lots of reasons.

Like, for example:

It shows how to write emails in as little as 4 minutes. And, how to make your emails more credible & believable. And, how to build lists with contests.

(In a bonus training.)

If you want in, go here today:

Ben Settle

Filed under: Email Marketing

I’ve heard people do this sort of thing.

Never actually believed it, though.

I mean, it’s just such a blatant insult of someone (anyone’s) intelligence, it boggles the mind marketers are doing it.

What do I speaketh of?

Ending an email broadcast (at the bottom) with:

“(Sent from iPhone)”

You know, as if it was a personal email typed and sent from someone’s iPhone, and not a broadcast message. Believe it or not, someone forwarded me an email (a list email, with an auto-responder company unsubscribe link at the bottom, under the “sent from iPhone”) like this the other day.

Hey, I’m all for making emails look personal:

Plain text.

(Or html that looks like plain text).

“From” line you’re actual name.

“From” email address that looks like a personal email.

No brackets or other indicators in the subject line to indicate it’s a list message, to give you that split second where people think it *could* possibly be a personal email message, and will at least open it to see.

I’m ALL for that.

But this “sent from iPhone” nonsense?

It’s nutzo.

Yeah, some people might buy into it.

But it’s phony.


And, totally unnecessary.

Just forget the lame ninja tricks.

Focus on the fundamentals, instead. They are FAR more powerful and important than any tips & tricks you will learn. It’s like the story of the young punk who sought out the old martial arts master to learn “advanced” fighting. The master then threw a punch so fast the speed of his movement put a candle out! So the punk kid goes “Yes! That’s advanced! Teach me that!” To which the master replies, “first, learn how to punch.”

So it is with email.

Or copywriting.

Or anything, really.

Get your fundamentals rock solid, first.

Then, you can play with tricks.

One of the single most important fundamentals you can learn is how to structure your emails so they (1) are easy to write (2) fast to write and (3) have built-in persuasion power.

Very few people know how to do this.

And, even fewer teach it.

But, I’m showing how in the next “Email Players” issue.

She goes to print in 11 days.

She goes to print in one week.

Subscribe while you still have time here:

Ben Settle

Filed under: Email Marketing

Today’s subject line is my new answer to:

“So what do you do for a living?”

Everyone I know in this business gets frustrated with that question. Not because people ask the question, but because we don’t know how to explain it to someone not familiar with this whole online business thaaaaang.

Sometimes I say “I publish books and newsletters.”

Or… “Internet marketing.”

Or… “I show business people how to get all the new business they can handle.”

Or… “I legally spam people”

(Just kidding…)

None of them really sounds cool, though.

Or even very fun.

So for now on I’m going with the bum one.

The way I see it, if you have the kind of freedom (to travel, play and do whatever you want whenever you want with whoever you want) most people in your life will never really “get” what you do.

Frankly, they may have trouble even imagining it.

So, you might as well have some fun.


You’re not at the freedoom-from-a-job level yet?

What do you do then?

Remember this quote from Ken McCarthy’s “System Club Letters”:

“As entrepreneurs, we enjoy many things, large and small, that the average person – even someone with a ‘great job’ – can’t even imagine. Stay the course. It is worth it.”

Word up.

So keep on keeping on.

Never quit.

And, always fight the good fight.

Victory IS worth the struggle.

My “tool” for getting free from job (and client) work was email.

It’s cheap to use.

Fun to implement.

And, if you do it right, works fast.

Go here to take your game to the next level:

Ben Settle

Got a request for “Zombie Cop” readers.

There have been two or three reviews out of the 36 so far that have mentioned there being some kind of minor plot holes. One of the people who claimed this hadn’t read it closely enough (I contacted him directly about it) and that happens sometimes with fiction according to other novelists I’ve heard talk about it.

And, that may be case with my book, too.

Or, maybe not.

Whatever the case, me no likey plot holes.

Plot holes suck.

And, they’re annoying.

To be blunt, I can’t find any plot holes in it. Neither can my editor/publisher Greg who read through it — out loud — half a dozen times when doing the audio book version.

But still, we wonder.

Did we miss any?

Thus, my request for “Zombie Cop” fans.

If you saw a plot hole can you reply back and let me know where,
exactly, you found it?

That way I can:

1. Fix any that really are there

2. Clarify if something is murky causing someone to think there’s a plot hole, even if there isn’t one

3. Include the changes in the next edition

But, a caveat:

Make sure they are “for real” plot holes.

One guy nit-picked it to the point of silliness.

For example:

The kid in the book thought about some pain he had feeling like a hangover. But since the book never says he’s ever drank alcohol one way or the other, he said that was a plot hole. Yet, even if he never had a hang over before (and the book doesn’t say either way, it’s irrelevant) even people I know who have never had one know what it feels like simply by description of it being a bad headache, etc.

That kind of nit-picky stuff is not helpful.

If anything, it’s counter productive.

On the other hand, if it says the boy has the power to see in the dark, but in a later chapter he is in a dark room and says he can’t see jack shit, well, that’d be a plot hole that needs plugging.

(That may actually be one, I’m researching it next.)

Okay, so that’s that.

Oh, wait, your reward:

If you find a “for real” plot hole (not a silly nit-picky one) I will send you a free copy of my new “Vampire Apocalypse” book when it’s ready.


Okay then, let the monsters out…

Ben Settle

P.S. One more thing — completely off subject:

My “Email Players” subscribers have been asking about subject line ideas and templates. I haven’t been teaching this nearly as much as I should. So in the November issue (which mails in 2 weeks) I include an extremely profitable subject line template (that is about as far from “sexy” as you can get) that works like gangbusters.

I learned it from the copywriting genius behind Boardroom, Inc.

(Not directly, but via observation).

Hardly anyone else uses this template.

(That I’m aware of, at least.)

Like I said, just not “sexy” and “ninja” at all.

But, it works.

And, you know what?

I would bet someone else’s kidney, it’ll work for you.

Subscription info here:

Filed under: Email Marketing

Been many moons since I wrote a “props” email.

What’s a props email?

It’s an email where you reprint someone giving you, your product, or your service props (or, you could just call it a testimonial, but that doesn’t sound as cool to me…)

Self serving?


But so what?

If you don’t tell your list when you get props, who will?

Anyway, here goes…

“Email Players” subscriber Troy White, writes:

I’ve been in the crazy world of copywriting for 13 years, and grabbed one of the first spots in Ben’s Email Players subscriptions when it came out.

What a pure gem of money-making-mastery!

Every edition has made me money… and it took my emails to a whole new level of fun and craziness.

Thanks again Ben, you just keep on cranking out some stellar sales techniques there brother!

Troy White

BTW, Troy ain’t no slouch.

He’s one of Canada’s top performing copywriters.

He also wrote for Clayton Makepeace’s site.

And, he’s a helluva guy.

(Interviewed him last week for “The Ben Settle Show”.)

All right.


Subscription info here:

Ben Settle

“Baby there you go, actin like a ho”

- 2Pac
“There U Go”

Today’s controversial “Ben Settle Show” analyzes the 3 kinds of hoes (male, female, and business).

It also reveals:

  • What a time hoe is… and why they’re always broke and struggling.
  • The single best and most reliable way to sell a service.
  • The stupid (and popularly taught) thing I did early in my copywriting business that guaranteed no client would pay me anything and hire someone else instead. (If you are doing this, stop — reverse course, and do what I say in the podcast starting yesterday.)
  • The mistake almost all online marketers make that makes their list turn hostile on them.
  • What a man should tell a woman who won’t date him if she asks him to help her (with moving something, favors, listening to her cry on his shoulder, etc).
  • Why so many men get “friend zoned” by the women they want.
  • What too many men do that guarantees no woman will ever date, love, or marry them.
  • What too many women do that guarantees no man commits to them or “wifes” them up.
  • And a ho (heh) bunch more…

Download it here:

Ben Settle

You ever meet a “time vampire?”

Dan Kennedy seems to talk about them a lot.

They’re nasty, dangerous things, too.

In fact, I can think of one case where one basically “stole” several thousands smackeroos right out of my pocket.

Here’s what happened:

About 10 years ago, a marketer emailed me about hiring me for some projects. He seemed a decent fellow — well spoken, professional, serious. And he wanted to “chat” for a few minutes about his project to see if I was the right copywriter for ye olde copywriting job.

So we jumped on the phone and I did my thing.

And boy was I on FIRE!

I thought I could sell him by “wowing” him with my brilliance, and giving him my best ideas for his product, advertising and marketing strategies. And at the end of the call… after giving up the “goods” like that… I figured, how could this dude NOT hire me to write his advertising?

Well, guess what?

He didn’t hire me.

I never made a dime from the effort.

And I wasted a lot of time.

That’s when I knew Dan Kennedy’s “time vampires” ARE real.

They DO skim the shadows.

And, if you let them, they WILL sink their teeth into your neck and drink deeply of your ideas, solutions and knowledge without giving you one red cent in return.

But you know what the really bizarre part is?

They look, act and sound “successful” — like serious players, instead of bottom-feeding blood thirsty villains. Which is why the best way to protect yourself from time vampires is the same way people do it in the movies:

Don’t even invite them in!

Just like traditional vampires, time vampires can only attack you if you “invite” them in — which is why I never get on the phone with anyone for free anymore.

I suggest you do the same thing, too.

Protect your time like it’s your life.

And whatever you do… don’t give it away free.

And speaking of time…

Tomorrow’s “Ben Settle Show” talks about what I call time hoes.

What they are.

Why they’re always broke.

And, why no client wants to “wife” them up (i.e. pay them).

It’ll be up tomorrow.

Download past shows here:

Ben Settle

Filed under: Email Marketing

An “Email Players” subscriber askeths:

I have a 30-day autorespondeur using your system.

It converts well.

Within this 30-day autorespondeur, 80% of my sales occur the first 7 days.

So let’s say I make 10 sales in 30 days : I make 8 sales in 7 days (1 email for 1 sale approx.). Then, I send 23 more emails and make… only 2 additional sales (12 emails for 1 sale only !).

Question is: what difference would it make to write 70 more emails ?

Will I then make 1 sale every 20, 30 or 40 emails ?

OR will I get a big reward from readers that were just so skeptical they HAD to go through 100 emails ?

Excellent question.

It comes down to simple ben-o-nomics.

But first, some context:

His question was regarding a teaching I did about how I like to set up 90 emails in a sequence. I do this based on how well this has worked for me and certain clients as far as overall conversions over time.

(Not opens, clicks, etc, which are irrelevant compared to sales.)

Everyone’s milage will vary.

But, using his example:

Over the long term, even 1-2 extra sales can add up to hundreds more sales (especially when you count back end transactions from those couple extra sales) over the coming months, years, decades, etc.


Some people just aren’t ready to buy right away.


Who knows?

Maybe they just don’t have the money.

Maybe the problem your product solves simply isn’t painful enough yet, but they stick around in case it “flares” up.

Or, maybe they’re just procrastinators.

(Got lots of them out there.)

So I take a long term view.

One or two extra sales per month can compound on itself over time, and turn into many extra rubles — epecially if you have a strong back end.

So that’s my humble (but accurate) opinion.

The hard part for most is writing that many emails.

90 emails?


Most people can’t write 9.

Or, they simply don’t have time.

The solution?

Next month’s “Email Players” issue reveals exactly how to bang out emails fast — even in as little as 4-minutes or less.

No joke, amigo.

I’ve done it many times.

And, you will, too.

That is, if you get in on time.

Subscription info here:

Ben Settle

True story:

Recently, my copywriting apprentice came over to get some work done (i.e. cook, clean, write emails, etc). It was afternoon and she breached Castle Settle protocol by not even showering or combing her hair before arriving.

Apparently, she thought it was casual Tuesday.

(Yes, she was lectured.)

Anyway, here’s why this matters to you:

She was working downstairs at my kitchen table listening to Halloween music, and I decided to take a break from editing my newest novel “Vampire Apocalypse” and meddle in her work.

My stairway is next to the kitchen.

Thus, she was sitting with her back to me.

And what happened was, I came down while she was listening to a spooky organ-type piece called “The Brides” from the “Bram Stoker’s Dracula” movie score. And as I walked down the steps, I saw her at the table, back to me, her hair standing up and out like some kind of ghoul, typing on her laptop, moving her shoulders up and down, and side by side, to the music.

From where I was, it didn’t look like she was typing.

It looked like she was playing an organ.

Like SHE was playing the creepy music.

It amused me.

And, thus, lessened the severity of her punishment for breaching Castle Settle dress code.

Anyway, that music was delightfully menacing.

What I call “horror epic.”

So what did I do?

I marched back up to my office.

Downloaded the piece from Amazon.

And resumed editing “Vampire Apocalypse” while listening to it.

(Kinda poetic, eh?)

And guess what?

That music had a HUGE impact on the chapter I was writing. (Chapter 6 — probably the best chapter in the book). It made the chapter FAR better than it would have been. Made it more entertaining, too. And, dare I say, more eerie and disturbing.

The lesson:

Music impacts writing.

I don’t care if you’re writing fiction. Or how-to books. Or, yes, emails. Frankly, I often turn on specific music to match my email’s “theme.”

I suggest you do thou likewise, Count Chokula.

Anything that stirs emotions will do.


If you want your emails to be even more profitable, check out the “Email Players” newsletter.

It seems expensive.

Maybe even hair-raisingly so.

But really, it’s just $3.23 per day.

Even Dracula’s unemployed brides could afford that.

Subscription info here:

Ben Settle

Dramatis personae:

Yesterday I talked about a chick who wants to hire me to sell some kind of hair washing product. But, I needed to gather a bunch of references and, this was the kicker, I am to send her some issues of my “Email Players” newsletter (you know, the one others pay for) so she could get some “ideas.”

At first, I thought it was a joke.

Like I was on “Candid Camera”, or something.

But no.

It was real.

And, she replied saying how my joke about raising and caring for her bastard child while I’m at it wasn’t funny, and what about my so-called love for everyone?

She also insisted I reply fast, because she’s in a hurry.

Oh, and I’d only get paid on commission.

No upfront fees.


Because, and I quote:

“This is only fair because if you’re advertisement does not work it is really on you. This is totally fair.”

Let’s have some more fun with this.

Forget for a second I don’t even do client work.

Forget for a second I never claimed to “love everyone.”

Forget all that.

Let’s talk about her silly little offer.

I should only work on commission because it’s on me if her unproven, untested, and uninteresting product fails.

It’s also on me if her list is crap.

If her offer sucks.

And if her product ends up with zero demand.


It’s like when I once went 8 days without showering.

I thought I still smelled fresh.

But everyone else?

Not so much.

And that’s how it is with offers like this.

It’s blatantly low class jackass and silly to everyone who hears it. But the would-be clients who dream them up think they smell fresh — and they’re doing people a favor.

Amusing times.

Anyway, enough comedy.

On to bid’niz:

Next “Email Players” issue has a bonus list building training — specifically, about using contests to build lists.

Fascinating stuff.

And, not widely taught.

Subscribe here to get it:

Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist