Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

Double Your Sales With Email

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Your Daily Email Addiction

File under: Email Marketing

Many times when I wake up in the morning, my dog Zoe is next to me. And, sometimes, she has her paw on top of my wrist. And, when I move my write out from under her paw she will, with her eyes still closed, move it right back on top.

And so it goes for several minutes.

I move my wrist out from under her paw.

Her paw goes right back on top.

Over and over and over.

And so the game goes…

Anyway, one of the things I realized is, if I try to beat her at this game while looking at her paw, I lose. My eyes are not as fast as her paw. On the other hand, if I focus on feeling and interpreting when she’s going to move her paw on top of my wrist, I can feel it happening before it does, and I keep my hand on top.

Okay, so wtf cares?

You should, my little fledgling.

Here’s why:

In Wing Chun kung fu, I am constantly learning how to feel and interpret force. This ability is what lets these ancient kung fu masters who are decrepid, slow, weak, and not nearly as powerful as they were in their youth trounce younger, stronger, faster, and more powerful opponents.

Because they can feel what someone is going to do before they do it.

They use their eyes, yes.

But, they don’t trust them.

The eyes are very slow compared touch and tactile feel — which is instant, and always accurate.

And so it is in the world of marketing and selling.

Take surveys, for example.

I remember reading in Ken McCarthy’s magnificent tome “The System Club Letters” how The GAP made a huge blunder a few years back by relying on surveys to make their decisions (asking people what they want) instead of going by the instinct (i.e. interpretation of force) they had used based on all their knowledge of their customers, buying trends, sales figures, and overall instincts about their market honed from years of selling to them.

The result?

Sales plummeted.

All because they trusted their surveys (i.e. their eyes which are slow and deceptive).

When, what they should have been trusting their knowledge of what people are already buying. (i.e. their tactic interpretation of force).

Anyway, immoral of the story?

Don’t go by what people SAY they want.

Don’t trust your eyes.

Go by what they DEMONSTRATE they want.

Do trust what you know via “what are they buying?”

Do that, and there will be peace…

This is a powerful principle that I am guessing 99% of people reading this email will gloss over. “Too simple.” “Too fundamental.” “Not cool like [insert name of guru who complicates the crap out of everything]” “Show me something advanced!”

And to those people, let them keep struggling.

The rest left over?

This principle combined with my “Email Players” methods will make you invincible.

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Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

PO Box 2058 | Bandon, OR 97411 | (815) 425-4483 | ben@bensettle.com

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