Last year the great Dan Kennedy did a mini analysis of my Markauteur book cover in a letter to his VIP’s.
I’m not going to reprint his entire cover letter.
His writing is proprietary and it was solely intended for his VIPs and I have seen his many sternly worded warnings about sharing his copyrighted work and respect it. So I will just extract the quotes about my book’s cover specifically.
His comments are, as is usual for him, a “seminar” unto itself.
They are also an example of how deep the marketing design rabbit hole can go.
And I can’t imagine anyone reading the following snippets below to help (or at least be inspired to) create better and more profitable covers, graphics, websites, opt-in pages, software, membership site interfaces, even social media cover photos & pfps, whatever it is you’d need design for.
All right, here goes:
“First, closely examine its covers. They are very much like my ‘sets’ when I do Zoom presentations from my home office – they are busy. They are, therefore, interesting (not boring), and they are different from most (non-conforming).”
“Ben is, as you will discover, ‘weird.’”
“I confess that I have only begun watching Ben closely and corresponding with him fairly recently, my mistake. At this point, it is, bluntly, very rare to discover somebody I find intelligent, informed, interesting and inspiring, and that is how I would describe Ben Settle.
“The book says a lot about what I call ‘Copy Cosmetics’… the ‘look’ of any selling or content media and of the test itself. Ben and I believe in non-uniform abnormal, eccentric ‘looks”. Most books look dull. And look the same as most other books.”
“Ben has given all this a great deal of thought, and as he puts together his marketing and content media now, he continues to give it a lot of thought. He has a Theatrical Mind.”
And so it is.
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Ben Settle
