When I wrote my 6th novel in the Enoch Wars series (Hell’s Frankenstein) I deliberately made it more exaggeratedly violent, gruesome, gross, disgusting, disturbing, and all-around horrifying.

The reason:

I knew it would be the shortest of the books.

And so I wanted it to be the most memorable — but in a creepy & disturbing & I would say heinous way to make it absolutely clear what evil looks like.

For example:

One of the scenes in the book has to do with a zombie eating a group of children in order to “power up” to open a portal to hell. And, a full seven years before everyone outside of Q anon was talking about adrenochrome due to the movie Sound of Freedom came out, I was playing with the theme of evil (in this case a zombie) growing stronger, younger, and more powerful in direct proportion to how much terror-prompted adrenaline is in their victims’ (children especially) blood at the time they consume them. Between that and what I write about in the 9th novel “Serpent Seed” — also touching on themes a full year or two before the mainstream caught on, but that I have been studying for nearly 30 years now — in some ways I argue, in my totally biased & irrational opinion, my novels are turning out to be spoiler alerts…

Anyway, back to the writing lesson:

It was already a disturbing, disgusting, gut-wrenching scene to write in 2016.

But after Willis started crawling the earth four years later?

I don’t know I could write that scene or story.

In fact, I remember asking my publisher Greg Perry if I should edit that scene. That it was way too disturbing, even for Enoch Wars. And that maybe, just maybe… I took it a bit too far. But I will never forget what he said in reply, almost dismissively, as if I had just asked the dumbest question ever conceived:

“No. Let monsters be monsters.”

He was, as usual, correct.

And so I left it in.

But it’s an even more disturbing scene to me now post Willis. And this is the case even though I used a technique I learned from A Clockwork Orange (the movie) I learned in a film class back in 1995. That technique being to “blunt” and make horror and violence a bit more palatable by putting an almost cartoon-like spin on it. In A Clockwork Orange, for example, when Alex is being forced to watch films about violence and rape, Kubrick made the victims have almost clown-like hair or exaggerates the goofiness of their surroundings, etc.

They come off as just bizarre details to the uninitiated.

But I suspect it was deliberate, probably to try to appease the censors.

Whatever the case, I used it in Hells’ Frankenstein.

I don’t want to give the punchline away, but I like to think it ultimately worked as intended.

On the other hand:

The 9th novel (Serpent Seed) was the only book in the series written after Willis was born. And it had a huge impact not only on the story, but also the themes and emotional content I poured into it, that would never have been in there otherwise. As a lots od parents know, having a child totally changes the way one looks at the world. And it is reflected in that book vs the other eight.

Same with my late dog Zoe.

She was dying as I wrote and did the first round of edits on Serpent Seed.

And there is an epilogue (about a dog) that I deliberately waited until after Zoe passed until I wrote it. Literally the same week, while mourning her death, I poured it all into that epilogue. That epilogue would not have had the same impact had I written it a decade earlier, a year earlier, a month earlier, or even a week earlier.

The point of all this?

I am not sure there is one point.

But I will say this:

There is a scene in the movie Sideways where the character Mia is telling Miles about her approach to wine tasting and enjoying. She doesn’t just think about the wine. She thinks about the people who picked the berries and bottled it. How many of them might be dead by the time she drinks it. And she is cognizant that a bottle of wine is a living, breathing entity that will taste different on the day you open it than if would if you opened it on any other day — past or future.

That is how writing works.

What you write today would be totally different if you wrote it yesterday or tomorrow, a year ago or a year from now, a lifetime ago or towards the end of your life. This email would not be the same if I had written it yesterday, or if I waited until next week.

Would it be better or worse at another time?

No idea.

And neither will you with your writing.

All you can do is release the Kraken and write.

The good news is, God invented editing.

And editing can save many an email, sales page, article, book, or, yes, novel.

All this applies to my email methodology in the paid Email Players newsletter as well.

More on that here:

www.EmailPlayers.com

Ben Settle

BEN SETTLE

  • Email Markauteur
  • Book & Tabloid Newsletter Publisher
  • Pulp Novelist
  • Software & Newspaper Investor
  • Client-less Copywriter

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WHAT OTHERS ARE SAYING

Even when you’re simply just selling stuff, your emails are, in effect, brilliant content for marketers who want to see how to make sales copy incapable of being ignored by their core market. You are a master of this rare skill, Ben, and I tip my hat in respect.

Gary Bencivenga

(Universally acknowledged as the world’s greatest living copywriter)

www.MarketingBullets.com

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.

Dan S. Kennedy

Author, ’No BS’ book series

Ben is one of the sharpest marketing minds on the planet, and he runs his membership “Email Players” better than just about any other I’ve seen. I highly recommend it.

Perry Marshall

Author of 8 books whose Google book laid the foundations for the $100 billion Pay Per Click industry, whose prestigious 80/20 work has been used by NASA’s Jet Propulsion Labs, and whose historic reinvention of the Pareto Principle is published in Harvard Business Review.

www.PerryMarshall.com

I think Ben is the light heavyweight champion of email copywriting. I ass-lo think we’d make Mayweather money in a unification title bout!

Matt Furey

www.MattFurey.com

Zen Master Of The Internet®

President of The Psycho-Cybernetics Foundation

Just want you to know I get great advice and at least one chuckle… or a slap on the forehead “duh”… every time I read your emails!

Carline Anglade-Cole

AWAI’s Copywriter of the Year Award winner and A-list copywriter who has written for Oprah and continually writes control packages for the world’s most prestigious (and competitive) alternative health direct marketing companies

www.CarlineCole.com

I’ve been reading your stuff for about a month. I love it. You are saying, in very arresting ways, things I’ve been trying to teach marketers and copywriters for 30 years. Keep up the good work!

Mark Ford

aka Michael Masterson

Cofounder of AWAI

www.AwaiOnline.com

The business is so big now. Prob 4x the revenue since when we first met… and had you in! Claim credit, as it did correlate!

Joseph Schriefer

(Copy Chief at Agora Financial)

www.AgoraFinancial.com

I wake up to READ YOUR WORDS. I learn from you and study exactly how you combine words + feelings together. Like no other. YOU go DEEP and HARD.”

Lori Haller

(“A-List” designer who has worked on control sales letters and other projects for Oprah Winfrey, Gary Bencivenga, Clayton Makepeace, Jim Rutz, and more.

www.ShadowOakStudio.com

I love your emails. Your e-mail style is stunningly effective.

Bob Bly

The man McGrawHill calls

America’s top copywriter

and bestselling author of over 75 books

www.Bly.com

Ben might be a freaking genius. Just one insight he shared at the last Oceans 4 mastermind I can guarantee you will end up netting me at least an extra $100k in the next year.

Daegan Smith

www.Maximum-Leverage.com

Ben Settle is a great contemporary source of copywriting wisdom. I’ve been a big admirer of Ben’s writing for a long time, and he’s the only copywriter I’ve ever hired and been satisfied with

Ken McCarthy

One of the “founding fathers”

of Internet marketing

www.KenMcCarthy.com

I start my day with reading from the Holy Bible and Ben Settle’s email, not necessarily in that order.

Richard Armstrong

A List direct mail copywriter

whose clients have included

Rodale, Boardroom, Reader’s Digest,

Men’s Health, Newsweek,

Prevention Health Magazine, the ASCPA

and, even, The Limbaugh Letter.

www.FreeSampleBook.com

Of all the people I follow there’s so much stuff that comes into my inbox from various copywriters and direct marketers and creatives, your stuff is about as good as it gets.

Brian Kurtz

Former Executive VP of Boardroom Inc. Named Marketer of the Year by Target Marketing magazine

www.BrianKurtz.me

The f’in’ hottest email copywriter on the web now.

David Garfinkel

The World’s Greatest Copywriting Coach

www.FastEffectiveCopy.com

Ben Settle is my email marketing mentor.

Tom Woods

Senior fellow of the Mises Institute, New York Times Bestselling Author, Prominent libertarian historian & author, and host of one of the longest running and most popular libertarian podcasts on the planet

www.TomWoods.com

I’ve read your stuff and you have some of the best hooks. You really know how to work the hook and the angles.

Brian Clark

www.CopyBlogger.com

Ben writes some of the most compelling subject lines I’ve ever seen, and implements a very unique style in his blog. Honestly, I can’t help but look when I get an email, or see a new post from him in my Google Reader.

Dr. Glenn Livingston

www.GlennLivingston.com

There are very, very few copywriters whose copy I not only read but save so I can study it… and Ben is on that short list. In fact, he’s so good… he kinda pisses me off. But don’t tell him I said that. 😉

Ray Edwards

Direct Response Copywriter

www.RayEdwards.com

You’re damn brilliant, dude…I really DO admire your work, my friend!

Brian Keith Voiles

A-list copywriter who has written winning ads for prestigious clients such as Jay Abraham, Ted Nicholas, Dr. Stephen R. Covey, Robert Allen, and Gary Halbert.

www.AdvertisingMagicCopywriting.com

We finally got to meet in person and you delivered a killer talk. Your emails are one of the very few I read and study. And your laid back style.. is just perfect!

Ryan Lee

Best-selling Author

“Entrepreneur” Magazine columnist

www.RyanLee.com

There’s been a recent flood of copy writing “gurus” lately and I only trust ONE! And that’s @BenSettle

Bryan Sharpe

AKA Hotep Jesus

www.BooksByBryan.com

www.HotepNation.com

I’m so busy but there’s some guys like Ben Settle w/incredible daily emails that I always read.

Russell Brunson

World class Internet marketer, author, and speaker

www.RussellBrunson.com

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