Ben Settle

  • Book & Newsletter Tabloid Publisher
  • Email Supremacist
  • Anti-Professional
  • Pulp Novelist
  • Alt-Copywriter

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File under: Copywriting & Sales Letters

Over the past few months especially, your long-suffering storyteller has been doing something that, according to 100+ years of direct response is not “supposed” to work.

Something railed against by many old school copywriting authors.

Yes, including several I respect the most.

And yet, doing this has been netting me quite a bit of the booty.

(The financial kind, that is).

Anyway, what is this forbidden thing I’ve been doing?

Using blatant humor in my sales letters.

And, in many cases, lots of it.

For example:

The headline I wrote to sell the Gorilla Mind nootropics a few months ago. And the headline and copy for my Email Players List Swell book. And, also, in many other parts of my sales copy for various other books I sell.

The late, great Claude Hopkins would not have approved.

But, my customers clearly did — as these sales letters all did extremely well.

More:

Some people would no doubt note those were written to my warm lists. And, might be tempted to think that all this humor stuff won’t work to ice cold lists.

And those well-meaning people would be wrong.

How do I know?

Because of all the examples of humor that have worked to cold markets.

Especially the examples I have conveniently provided in the upcoming August “Email Players” issue — including from some of the heaviest hitters the copywriting world has ever known who a lot of copywriters and marketers would probably assume would not use such tomfoolery in their ads.

The fun begins on page 6 of the August issue.

And, I spend quite a bit of time on this topic inside.

Here is the link to get it before I send it to the printer and it’s too late:

www.EmailPlayers.com

Ben Settle

  • Book & Newsletter Tabloid Publisher
  • Email Supremacist
  • Anti-Professional
  • Pulp Novelist
  • Alt-Copywriter

PO Box 1056 | Gold Beach, OR 97444, United States | (541) 412-6364 | ben@bensettle.com

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