Ben Settle

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File under: Copywriting & Sales Letters

One of the more intriguing biographies I read this year is called:

“The Narnian: The Life and Imagination of C. S. Lewis”

Obviously, about the late, great writer and Christian thinker C.S. Lewis.

Anyway, he was known to be an especially great debater — both when he was an atheist & pagan and later on when he became a Christian, creating some of the most influential Christian writings ever published.

As a religious man, he constantly debated atheists and pagans.

And, he almost always “won” these debates.

Yes, from what I understand, even according to the atheists he bested in these debates, who were simply no match for C.S. Lewis’s intellect and dialectal persuasion prowess. He sas revered for his skill at such things far and wide by everyone except… himself.

Here’s what I mean:

One thing he admitted was, the more he “won” these debates, the more his own faith suffered, and the more he began to doubt his own beliefs.

This is a little-known psychological “bug” in the human brain.

It can effect everyone to some degree.

And, this is especially true, if you but observe, in direct response copywriting.

Yes, Aslan, it’s true.

It’s why so much sales copy fails — because it tries to “convince” rather than influence. There is a very distinct difference between these two things that is lost on, I would guess, 99.9% of copywriters or people who do any kind of direct response selling in any media.

Writing copy that “convinces” works on the hyper buyers.

But, it turns off the hyper skeptics – who make up 2-5 times more people than the hyper buyers.

And the reason why it turns off the hyper skeptics is because convincing copy always comes off as Needy, as if the copywriter doesn’t fully believe everything he is writing. This is a very insidious copywriting problem nobody seems to ever address.

Until now, that is.

Here’s why:

In the January “Email Players” issue I am sending to the printer in a matter of minutes from now, I teach a sort of “anti-convincing” way of writing sales copy, that is pure influence, I have never seen taught in any “copywriting” book, course, or program. In fact, most copywriters would likely scoff at it, or be terrified to even test it.

Thus, those of us who do use it?

Well, I can’t make you any promises.

But, know what the response has been for my business:

Higher sales than I ever got before I started aggressively using it.

And I suspect it can do the same for you, too.

That is, if you are subscribed in time to get it before it goes to the printer tonight.

I would NOT recommend procrastinating on this like lesser mortals do, if you use sales copy in any way, shape, or form — whether sales letters, emails, webinar scripts, videos, or anything else — including in your customer service, which this technique is especially important for, in my experience.

Whatever the case, the wardrobe door to enter the mysterious world of “Email Players” to get this bad-boy issue while you still can is at the link below.

This issue is going to the printer in a little bit.

After that, good luck…

Ben Settle

  • Book & Tabloid Newsletter Publisher
  • Email Supremacist
  • Alt-Copywriter
  • Software Investor
  • Pulp Novelist

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