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

Recently, the esteemed A-list copywriter Bob Bly wrote on facebook:

“When I was a kid in the 50s and 60s, a “guru” was someone who wore a robe, had long hair, lived on a commune, and was followed by people who wanted to hear his message of peace, love, and being one with the universe. In the 70s and 80s and 90s, it was someone like Tom Peters who wrote best-selling business books and earned $30,000 an hour speaking on the corporate lecture circuit. Today a guru seems to be someone who curses like a sailor, goes to any extreme to seem edgy and cool, has an ego the size of a humpback whale, and wants to extract thousands of dollars from you by getting your credit card number to sell you an outrageously expensive course, “training,” or mastermind group membership teaching how to make a million dollars a week in info marketing, copywriting, coaching, consulting, small business, or maybe option trading. Am I the only one tiring of this new generation of brash, loud, conceited, egomaniacal gurus?”

I tend to find these Internet tough guys rather amusing, too.

Mostly because they think they’re special, but they’re really just typical.

And, while I know a few guys who admittedly can pull off the whole vulgar-for-the-sake-of-it thing (who were all doing it before it became trendy, it is simply their personality), the vast majority simply look like the insecure 13-year-olds in school swearing, spitting, and smoking to look cool and get attention, while gagging and hacking at the bus stop.


Maybe it’s coincidence.

But, a lot of the Internet tough guys I know are astonishingly weak people. And, the Internet tough guy act, repeating the tired “I give zero fugks” mantra, and pounding their chests at how bad ass/lady boss/full of tigers blood or whatever they’re rationalization hamsters have convinced them they are, are gimmicks to try to hide that weakness, neediness, attention-deprivation, and insecurities about how good they really are (or, rather, aren’t) at what they do.

What do I mean by weak?

For one, weak-minded.

If you don’t believe me, watch how many publicly brag about their vices, like badges of honor instead of something they should probably get help for.

Also, weak emotionally.

Simply observe how emotional and easily angry they get over anything and everything, knee-jerkedly block anyone on flakebook who dares question them, and melt down into a angry-pushup rage if someone calls them out on their nonsense.

And, sometimes, even weak in their presentation.

For example, if you meet them in person, take note of how they look compared to how they present themselves on social media. The bigger the spread between how they look in real life vs how they look online, the more amusing it is to witness.

Does this make them “bad” people?

Not at all.

It simply makes them flawed human like the rest of us. They just happen to be humans completely at the mercy of their insecurities and emotions. If they fix that up, they probably could be closer to the characters they play on flakebook all day.

Anyway, on to the important stuff:

One of the main things I teach in my “Email Players” newsletter (and, especially, in the “Email Players Playbook”, which comes with your subscription), is to inject your personality into your emails.

But, not fake Internet tough guy personality.

And, not some guru or boss lady’s personality.

Only your personality — which, like a fingerprint, is unique to you and only you.

Why try to be something you ain’t?

Whatever the case, my method lets you do it in a way where people look forward to reading your emails and, if you have the right offer for them, look forward to buying from you.

More details here:

Ben Settle

Filed under: Email Marketing


A self-described hater lets me have it:

Haha! I laughed out loud at that link to your attorney’s letter. Sorry mate, but your autoresponder email copy isn’t good enough to steal. In fact it isn’t very good at all. I see you in my inbox day in and day out, cranking out what you probably think is scintillating copy, but no dice pal.

I’m loath to be that asshole “hater”, you’re just a guy trying to make a buck like the rest of us. But if you’re going to humblebrag that your copy is so good that it’s getting stolen by other marketers and also describe yourself as a “World leader in email copywriting education”, you’re setting yourself up for ridicule.

Having said that, your emails do serve a purpose, they teach me how not to write my email copy.

The irony:

1. He responded to the last email in a 14-email sequence that pulled 935 orders

2. The emails were written 6 years ago, and I re-use them each Labor Day weekend, and each time they nab us over 100 more sales than the prior year — meaning, next year it will do over 1000 orders, for about 30 minutes of “work” (copying and pasting the emails into the auto-responder)

3. That lawyer letter (that humble-brags? Okay…) makes me sales

4. He thinks ridicule is something to be avoided, instead of something to be embraced, used, and profited from

5. His comment will make me sales

6. He also just gave me an idea for an “Email Players” issue

So thank you sir, for being a useful marketing intern.

Work hard, keep your nose clean, and there’s an unpaid future for you at Settle, LLC…

All right, enough troll mocking for the soul.

On to the bid’niz:

There has been a growing number of professionals (doctors, lawyers, etc) joining my list over the last several months. These are people who don’t want to be confrontational, controversial, or combative in their emails.

But, they also want to benefit from using my ego-bragging ways.

Enter the bonus training that comes with next month’s “Email Players” newsletter.

It shows you how professionals can use my prickly methods in a way that won’t make you look unprofessional.

Here’s where to subscribe:

Ben Settle

Filed under: Email Marketing

Recently, I was browsing through my flakebook and noticed someone who had talked a good deal of shyt about someone I know privately, suddenly praising this person to the moon on their Flakebook page publicly. One minute, this person is saying this person is the devil. The next, I see this same person praising the person who is supposedly the devil.

There was a time when this sort of thing shocked me.

But, not anymore.

I expect it.

And, in fact, it amuses me, and I consider it a favor.


Because it also lets me know who are the people (very few) that can be trusted who are consistent, and who are the typical type who are not consistent. In fact, it recently humored me to watch people call out a blatant plagiarist in the safety of a Flakebook group, then watch those same people natter on about how great the plagiarist was on their timelines to get in good with them or whatever.

I see it a mile away now.

Something to ponder on:

There are a lot of people who will sing your praises one minute, while stabbing you in the back the next. And, the more successful you get, the more likely this is to happen. It’s not something to take personally, or even get irritated by, it’s simply the nature of people — especially with social media.

Anyway, I’ve seen it so many times it’s routine.

And, that’s why I trust so few people, and take everyone’s words with a grain of chili pepper.

I have lots of buddies.

A few close aquaintences.

But, just a small handful of people on the planet who I’d describe as a ride-or-die friend. I learned in a screenwriting book many years ago (when I wanted to be a screenwriter) that a character is not what they say or what words they use, it’s what they do — what actions they take.

The point of all this meandering pontification?

Obviously, it ain’t to make friends.

No, it’s to teach the power of consistency.

Robert Cialdini wrote about this in his “Influence” book. Nobody likes inconsistency. It bothers people psychologically. And, it’s not a fluke that so many people who I know (or know of) who are inconsistent in their personal lives, are also inconsistent in their businesses.

Inconsistency is one of the worst negative human attributes.

And, is incompatible with anything I teach or sell.

Take my Villains book, for example.

You can’t be inconsistent like this and actions and expect the information inside to do you a lick of good. It’s full of timeless principles that work, but only if the person using them is consistent in their beliefs and actions. Which is why I’ve caught even people who sing its praises doing the exact opposite in their selling as what it prescribes.

If that’s you, well, good luck.

For the few left over?

To learn more about this book, go ye here:

Ben Settle

Filed under: Email Marketing

I recently got an obnoxious idea for an even more obnoxious podcast intro.

I’m going to record it soon, and decided to hold auditions for a new podcast announcer dame at the same time, while I’m at it, to further shake up the status quo around here.

This girl’s voice will be edited onto all my Podcast openings and show commercials

And, she will also get:

  • A bunch of my products for free
  • A chance (on rare occasions) to be on the show to banter and/or kick around whatever the topic is that day

If you’re interested in auditioning, here’s all you have to do:

1. Reply back to this email and let me know

2. I’ll forward you a secret link where you can begin the audition process

Producer Jonathan will then filter through them (to remove any bias on my part) and present me with the 2 or 3 voices he thinks are best. If we don’t find the right voice we’re looking for, we’ll simply hire a professional voiceover actor.

But, I prefer to hire a fan of the show for obvious reasons.

If you’re interested, contact me for audition instructions.

Ben Settle

Filed under: Email Marketing

“Email Players” subscriber Holly Mthethwa tip-toes away from the girl boss side of the Internet, and delivers this tidy bit of news:

Recently, I wrote some emails and did some launch copy for a client.

She just happens to be in a big girl boss guru’s course.

Said guru’s community manager read her emails and reached out to find out who wrote them – applauding how great they were.

This, of course, has little to do with me and everything to do with the fact that I became an email player back in January. I’m one of the most mediocre, newbie-esque copywriters out there, but I am very good at following rules and principles, which is exactly what I do with your Email Players playbook and issues.

Read, apply. Read, apply.

This CM then sent someone my way, netting me a couple Ks. While you’re well aware copywriting for clients isn’t my end goal, it’s setting me up to finance (and transition to) my end goal. It’s also giving me excellent practice for when it comes time to market my own stuff.

So, even the guru girl boss peeps like “your” style….when it’s styled ( or disguised – ha!) for

Also, besides just vanity applause, your email ways have my tiny client base earning….and me, too.

Spewing lots of gratitude.

Kind Regards,

I’ve known Holly for a while.

And, from what I’ve seen of her writing (she was the only person I allowed to write a weekly article/column in my secret Facebook group, until I tore the group asunder last month), I’d take the Pepsi Challenge with her writing against any boss girl’s that I’ve seen.

Same with my other boys and ghouls in “Email Players.”

Anyway, the September “Email Players” issue goes to the printer tonight.

If you want it, subscribe here, before it’s too late:

Ben Settle

P.S. The bonus training (10 page interview transcript with yet another “Email Players” subscriber blazing some new territory with her work on buyer psychology) is a doozy if you want to know how to talk to would-be clients and customers and get them wanting to buy from you, and only you.

Don’t say nobody told you about it…

Filed under: Email Marketing

The deadline to get the September “Email Players” issue is today.

This issue also comes with a special bonus:

A 10-page interview (transcript) with an “Email Players” subscriber who is blazing new trails in the realm of buyer psychology — especially when it comes to closing more clients (copywriting, coaching, consulting, whatever you have clients with) and customers — without the usual hassle or struggle.

Some of the tips in this interview include:

  • A secret way of using the psychology behind what makes people addicted to astrology, fortune telling, and horoscopes to close far more sales and clients without breaking a sweat. (The Email Players subscriber I interviewed used this when she worked in the legal world, as well, to help prepare more persuasive court cases.)
  • A quick “spin” you can apply to the benefits/bullets/claims in your sales letters so your market will buy with far less resistance or skepticism. (In 15 years of studying copywriting, including the best-of-the-best copywriters who ever lived… I have never seen anyone talk about this.)
  • A little-known way to ask for higher fees so a client (or boss) will be far more likely to grant what you want — without argument, pause, or droning negotiation sessions.
  • The #1 mistake even experienced copywriters, marketers, and coaches make that “un-sells” their products or services when talking to customers or clients. (Including the ones that were 99% sold!)
  • A psychological secret used by a few smart corporations to hire the perfect employee for a particular job. (Works even better when hiring VA’s, copywriters, programmers, choosing the right JV partners, picking the right business partners, the list goes on…)
  • How to instantly make yourself more productive. (If you’re not as productive as you’d like to be, chances are it’s not because of laziness or lack of motivation — it’s simply not knowing and understanding how to tap into your mind’s ideal way of working. Make this simple adjustment discussed inside, and watch your productivity soar.)
  • How to get to know your market on a “functional” level — where you know more about the way they make decisions (including *buying* decisions) than they do!
  • The gold fish phenomenon behind why good people (in business and your personal life) frustrate the living hell out of you and you can’t figure out why.
  • A passing comment (almost an afterthought) the World’s Greatest Copywriting Coach made over 10 years ago (in an interview that is nearly impossible to find now) that has given me an instant advantage over practically every copywriter I’ve ever competed against.
  • And a ho’ bunch more.

This issue goes to the printer today.

If you want in and get all this, there’s no time to lose.

Here’s the link:

Ben Settle

Filed under: Email Marketing

“Email Players” subscriber and lawyer Alp Turan exposes the pathological fear of selling that drives practically all the popular marketing trainings the goo-roo fanboys get chubbies over.

There are at least 5 Valuable lessons (some obvious, some not so) embedded in his testimonial.

See if you can catch them all:

Here is how I would summarize the benefit of subscribing to your paid newsletter:

1) You sold me on the idea of emailing my list daily.

As dumb as it sounds, the idea that I *could* do this had never occurred to me. And once it did, I had to be sold on the idea of bending your strategy around the white hot centre of your list and not the trolls on the fringes who unsubscribe.

2) A sense of kinship.

Previously, whenever I spoke to an online marketing expert, they always treated my way of doing things with contempt.

Because I am from the Mediterranean (and ergo: rather hotheaded), I actually ended up telling these “big names” very directly that:

a) I don’t intend to take business advice from a man who has never made good money in anything other than teaching other people how to teach other people how to teach other people how to make money online.

b) That frankly, the idea that I don’t know how to sell is absurd.

The moment you open your mouth in court, you are selling an idea to the judge. Every time you negotiate a contract, you’re selling your client’s point of view to the other side. Everything you do as a lawyer IS selling.

And a lot of their convoluted philosophies (like jab, jab, jab, right hook) are, in my not so humble opinion, born out of a pathological fear of selling – not a “mastery” of it.

c) Don’t talk to me about the “psychology of buying”.

Unlike those gurus, I have actually been professionally trained in this. As a lawyer dual-qualified in two jurisdictions, I have been professionally trained to use psychology to cross-examine witnesses, read between the lines, and negotiate.

So, for the love of God, stop parroting Cialdini’s Influence. There have been 18 years of academic research published since then.

None of the above made me popular, so it’s good to find camaraderie with like-minded marketers in Email Players.

3) Not having to reinvent the wheel.

Studying your work helped me understand WHY the stuff I stumbled upon in my email writing was actually working. So it supplied the theory to a lot of what I had accidentally discovered.

Also, you’re obviously incredibly talented and you’ve been doing this for a lot longer than I have. So it’s great to have the benefit of your experience, experimentation and thoughts instead of having to test everything myself.

This allows me to focus my experiments. “Ben already tested this. So I can cross these four questions off my list. Let’s do an experiment on this hypothesis instead, because I’m curious about it and Ben doesn’t seem to have tested that yet.”

Anyway, all of this is a rather long-winded way of saying “thank you.” :))

All right, ‘nuff said.

The September “Email Players” issue goes to the printer tomorrow.

If you want to diddle around with substandard ways of trying to look like a nice guy and like you’re not “oh noes!” in business with something to sell that can solve a pain in their lives, have at it.

The Alps and my other students will happily keep outselling you.

If you want to join us, then there’s no time to lose.

Go to this link before the September issue goes to the printer tomorrow:

Ben Settle

Filed under: Email Marketing

An oft-asked question about putting email campaigns together:

“Do you also have a lesson about putting up a strategic email Marketing campaign? Was just curious about what really is an effective email marketing campaign that sells?”

Survey says —


I write my auto-respondered campaigns the exact same as my daily broadcasts. In other words, I don’t storyboard, create mazes, or try to plot out emails for days and weeks and months. I simply write random, interesting (to the market) emails that tease and ask for the sale.

Why do I do this?

Out of laziness?

Defiance of the goo-roos?

Because I’m bored by complicated sequences?

Yes to all the above.

But, those aren’t the main reasons.

The main reason is, every single email campaign I’ve put together — from 100+ emails in an autoresponder… to sequences selling other peoples’ products over a weekend as an affiliate… to my own product launches and special sales… have all been enormously successful despite them being written and dropped in the auto-responder as if they were daily emails using my system.

In other words:

Each email stands on its own.

And, none depends on you having to read prior emails to know what’s going on.

For example:

Back in June I mailed for one of Sean D’Souza’s products. I didn’t sit there for days in front of a white board or whatever trying to plot out a sequence. I simply thought about what my list and market wants/are struggling with the product could help with, had the bonus I was offering (a talk he gave at one of Ken McCarthy’s System Seminars almost 10 years ago) transcribed, pulled out a lot of cool info, and smoothed them into over a dozen emails using my simple system.

The result?

Close to 400 sales, to a modest-sized list, selling a $49.95 eBook.

Total time invested?

Maybe a couple hours, tops.

Yes, I could have plotted out some complicated, convoluted, looks-great-from-the-marketing-seminar-stage sequence or whatever.

But what would be the point?

Bottom line:

Email is fast, simple, and easy if you know what you’re doing.

It’s slow, hard, and frustrating if you don’t.

And you know what?

The September “Email Players” issue (which I am sending to the printer tomorrow — a few days earlier than usual, due to a special sale I’m having Labor Day weekend using, coincidentally, the same methods I used for Sean’s product) shows you exactly how the process above worked for the Sean D’Souza campaign.


1. I show you the content I used to write the emails

2. Show you the finished emails from that content

3. Show you the entire last day (where all the real money is made during my campaigns) sequence of emails

You’ll see the simplicity of it.

You’ll understand why it doesn’t take long.

And, you’ll be able to model what I do for your own campaigns.

It’s quite the experimental issue next month — as it’s mostly observational, and not a whole lot of “how to”.

i.e. it’s for thinkers and doers.

(Not swipers and people who are incapable of thinking)

Here’s the link to subscribe before it goes to the printer tomorrow:

Ben Settle


Filed under: Email Marketing

“Email Players” subscriber Igor Kheifets admits:

In the last 2 weeks I went on a copywriter hiring spree.

I interviewed 18 copywriters and hired 8.

4 per project (1 is a bad number and all).

Anyway, I just wanted you to know I’m making my copywriters join Email Players to grab the Playbook that is, in my opinion, the single best subject line resource ever created by a real world copywriter. Most other so-called subject line rolodexes and cheatsheets are just wannabees collecting everything that lands in their inbox that week. It’s not refined.

Just wanted ya to know.

I’ve heard this from other clients, as well.

And, one of my subscribers told me how he got a gig simply by dropping the fact he was an “Email Players” subscriber.

It’s one reason I was kicking around the idea of doing an email copywriting agency.

However, the numbers didn’t work for my goals.

And, so, I am back to simply letting my paid subscribers know whenever a client asks me for copywriter referrals. It doesn’t happen every day or even every week, necessarily (so don’t be a small thinker and subscribe *just* for that perk), but it does happen. And I have several subscribers who have secured long-term, high-paying gigs, with their clients hiring them being some smiling gringos.

Anyway, the September issue is going to the printer in a few days.

If you want it, best high tail it to this link while there’s still time:

Ben Settle

Filed under: Email Marketing

Something morbid to chew on this sunny Saturday afternoon:

I was recently watching the movie IP Man 2.

And, the villain of the movie is a boxer named Twister, who has a near-perfect build, pure muscle, powerful athlete, low body fat, and looks to be the pinnacle of health. The actor was played by Darren Shahlavi, who had studied various martial arts his entire life (starting at age 7) and spent the rest of his short life doing action movies.

I say short life, because he died at the tender age of 41.

In his sleep.

From a heart attack caused by atherosclerosis.

If you don’t know what atherosclerosis is, according to WebMD (that site where, if you have a tooth ache, will tell you you’re going to croak) it’s a hardening and narrowing of the arteries — that silently and slowly blocks arteries, putting blood flow at risk. The result is often heart attacks, strokes, angina, and other lovely maladies.

It is also mostly symptom-less.

(Apparently, almost all of us over 40 have some stage of it. Yay.)

And, well, even a clean, exercise-laden, and healthy-eating lifestyle won’t always prevent it from sending your arse to the Choir Invisible in your sleep as Darren Shahlavi discovered.

Anyway, the point of all this?

My morbid fascination with such things has, I believe, given me an advantage.


Because I live life knowing I could (as one of my great aunts did, apparently) drop dead at any minute from some kind of cardiovascular problem, or an aneurism, or some other life-threatening disease that may be lurking in my body, waiting to pounce on me out of the shadows, at any time, without reason, warning, or predjudice.

This has, for many years, given me not just a sense of urgency.

But, a sense of *emergency*.

Specifically, about getting a lot of things done.

One reason I became so gung-ho about my 10-minute workday lifestyle is not to be lazy and sit around in a hammock all day sipping on a lemonade. No, it’s to free up my time to accomplish various other goals and Missions while I am still topside.

And, I daresay, I have been doing just that.

(This year it’s finishing all my novels, next year, my next set of goals.)

Anyway, here’s the point of all this:

If you want to give yourself a shot-in-the-arm of motivation and urgency, ask yourself what you’d like to accomplish (beyond the day-to-day grind). Then ask, what if you knew you were going to drop dead by a certain date, or that there was something insidious inside your body ready to choke the life out of you at any time?

Because you know what?

It could very well be true…

(We all have an expiration date, regardless.)

Anyway, doing so should suffice to pry anyone from the couch or latest Flakebook political debate (where nobody’s mind will be changed) putting things off until “later” or when things “are just right” or whatever the excuse is for not doing things.

You can start by writing an email designed to sell something.

Then, loading it into your email broadcast service.

Then, pushing send.

If you want to learn my sales death-defying methodology for banging out emails that people look forward to reading and buying from (i.e. you’re not an imposition like all the other emails in their inbox, you’re a welcome guest), check out my “Email Players” newsletter.

The September issue goes to the printer in a few days.

And, the bonus I’m including is a doozy if you want to get deep into the psychology of persuasion and selling.

But time is short if you want it in time, my little droogling.

Here’s the link:

Ben Settle

P.S. I am hoping this email doesn’t end up being one of those cryptic flashes of precognition one sometimes hears or reads from someone shortly before dropping dead by accident, tragedy, homicide, whatever…

P.P. S. Shut up.

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

PO Box 2058 | Bandon, OR 97411 | (815) 425-4483 |

Copyright 2002-. All rights reserved

Legal & Policies Privacy Policy