Ben Settle

In one of the great Bob Bly’s ezines, he recently quoted:

“How long should your blog posts be? According to research by web design firm Orbit Media, the optimal length for a blog post as far as SEO goes is 1,500 words. SEOmoz, found that blog posts with between 1,800 and 3,000 words attract 15 times more inbound links from other web sites than posts with less than 600 words. HubSpot reports that blog posts of 2,500 words or longer get the most shares on social media.”

Which then prompted this question from one of our mutual readers:

“Ben, did you read Bob’s email how come you only put your short emails up on your blog and not make them longer”

My answer:

Because I don’t blog for inbound links or shares or SEO.

I blog to build an email list.

Funny story about this:

My pal Jim Yaghi (a for-real computer scientist who understands the rigorous discipline it takes to do a for-real scientific test) did some experiments with this, where he put valuable content-filled articles on sites that encourage use-generated content. And, he tracked the number of views his content got with the number of shares it got.

Turns out more people (way more) shared it than viewed it!

(Much less read it.)

How can that be?

Well, it could be because people don’t share content, they share headlines. And/or, it could also just be that people are more into sharing 3,000+ word articles than they are *reading* them, much less buying from them, or responding to them.

Really, I don’t know.

(This is just me brain farting and your results may be completely opposite.)

And, I’m not saying you shouldn’t try to get shares or SEO if that works for you.

I don’t believe in the mythical one-best-way of doing things.

Whatever the case:

I don’t worry about length. What I focus on is how to get the visitors I do get to opt-in. And, not only opt-in, but opt-in in such a way where they are “prepped” to buy. (Or, at least, be prepped for my daily emails they know, going in, are going to offer them something.)

And guess what?

I discuss this in far more detail in the August “Email Players” issue.

I can probably count the number of people on four fingers who agree with my ways of doing this sort of thing. But, I can assure you we have higher quality lists than most people (although admittedly smaller lists). Get way less spam complaints. And, have hefty conversions for both our own products and products we sell as affiliates.

You can, too.

And, with just your current traffic.

Details in the August issue which goes to the printer in about a week.

Subscribe ye here today to get it in time:

www.EmailPlayers.com

Ben Settle

Once upon a time, child elBenbo watched a show called “Ren & Stimpy”.

The two main characters are a cat named Stimpy and an “asthma hound” chihuahua named Ren. Anyway, in one of the episodes, Ren got angry at Stimpy and his cousin Sven and decided to pee on their board game which was called:

“Don’t Whiz On The Electric Fence”

(Yes, these are the kind of shows I was influenced by…)

Then, the house blows up, they all end up in hell, and the devil says:

“You whizzed on the electric fence didn’t ya?”

Anyway, here’s the point:

Whenever I think of that, I can’t help but realize what an apt metaphor it makes for what we talked about a couple days ago — with all the I’m-gonna-pretend-I’m-not-gonna-sell-you-anything email campaigns and playing “Twister” with trying not look like you have anything to (gasp!) offer. I do understand for some people these tactics sound sexy from the stage — especially to people who are scared to death of selling (or looking like they are selling anything). After all, it sounds new, it lets you look like a nice bloke, and it gets applause and praise from the social media fluffpreneurs.

(Who are the most vocal.)

So I get it if you are scared of selling.

I feelz for you.

Really, I do.

I used to do the exact same thing many years ago.

But then, I started realizing how I was turning perfectly good leads into non-buyers (who then bought from someone who actually did sell them), lost a lot of leads who got bored and impatient with all my fabulous “content” they never valued (much less used)… created swarms of hostile freebie seekers who cursed me when I finally did sell something (I remember only the second time in about 4 years of sending emails I sold something — I got accused of being a “list pimp” ooh)… and I didn’t help any of my would-be customers at all because I didn’t have the balls to sell them the solution they were on my list to have in the first place.

In other words:

I was whizzing on the electric fence.

And, it blew up on me.

Moral of the story?

Don’t whiz on the electric fence.

Whizzing on the electric fence is bad.

And it kinda *stings* too…

For a better, proven, and more fun way, check out my “Email Players” newsletter.

August issue is right around the corner.

Subscribe here:

www.EmailPlayers.com

Ben Settle

Last month I wrote an email with the subject line:

“uncovering your goo-roo’s nakedness”

Basically, it talked about how the term “uncovering your father’s nakedness” in the Bible means having sex with your father’s wife. And, I then related it to the rampant what Dan Kennedy calls “marketing incest” going on in Internet marketing land.

Anyway, one of my loyal *atheist* readers Paul M. commented:

… Ultimately, theists will be rubbed the wrong way by the idea that you should evaluate the Bible from a secular framework that is more authoritative than it (though, at first, they may not suspect any analysis as being from outside the framework of their good book). And atheists will be rubbed the wrong way by the idea that they should open to the images and frameworks that they have come to see as a control system that they reject.

But someone who teaches email marketing would know that rubbing a little salt in the religious wound will stir anxiety and drive attention while the stories, that have been such powerful marketing vehicles, also make great teaching vehicles.

Bring on the Bible.

^^ Agreed.

As for theists who get acid reflux over such things:

They tend to be the ones practicing churchianity not Christianity, and I couldn’t care less what they think. On the other hand, if someone mocks my faith, I find it nearly impossible to take that seriously, either.

Why would I?

As David Putty said to Elaine in “Seinfeld”:

“I’m not the one going to hell”

And speaking of the pit:

The August “Email Players” issue has a teaching in it I titled:

“If They’re In Heaven, Cast Them Down Into Hell!”

It’s a powerful way (I have used for years) of selling in emails.

And, it works.

But, only if you know how to do it.

Subscribe here to get this issue in time before it goes to the printer:

www.EmailPlayers.com

Ben Settle

Lo and behold:

Recently, I wrote about why I’m against so-called “nurture” sequences and “good will” emails, and any kind of email that isn’t selling (or at least makes it obvious something exists for sale, and showing them the next step to take).

Well guess what?

I posted something similar in my facebook group.

And, one of the founding fathers of Internet marketing as we all know it — Terry Dean — added:

Agreed. “Nurture sequences and goodwill emails” that don’t sell are dumb.

I have multiple clients who have pretty hefty ad budgets where we’ve tested when to sell in their autoresponder sequence. Immediately day one is the answer.

We do a slightly different approach and often have a short content video immediately after opt-in with a link to the sales video or sales page right under it. But each email is content/personality/sales.

The psychology doesn’t even make sense to “nurture” them. They’re searching now for help. They subscribe to your list now for help. And you’re going to make them wait till next week for help!

I hear ya, Mr. Dean.

(No surprise, I learned this mindset from him.)

All that sell-without-selling horse shyt does is make it take longer for you to solve your prospect’s problems and get paid for doing so. I can just imagine industry pioneer Marty Edelston (the late founder of Boardroom — 9 figure direct response marketing company) in the early days when he spent his last $3,500 to hire the great copywriter Gene Schwartz saying, “Okay Gene, don’t sell anything, we’re going to send out a week of ‘nurture’ mailings instead of selling them outright, we don’t want people to think we’re a bunch of greedy salesmen!”

No, those guys knew how to sell.

They knew how to combine content with promotion.

And, they knew how to do it *while* building the relationship.

I cut my teeth studying those guys.

And, later, I cooked up a system for doing so in email. The result is emails that combine content and promotion. Emails that make an offer. And, emails many people admit they look forward to reading and buying from.

I can show you how, too, True Believer.

It’s what my “Email Players” newsletter is all about.

August issue goes to print soon.

Subscribe here today to get it in time:

www.EmailPlayers.com

Ben Settle

A question that waifts by like a stale fart in the breeze every now and then is why I don’t let people pay for “Email Players” for a year in one shot. After all, they have the dough, they want to give it to me, and they are even eager to do so.

My reply to that?

I get why people want to do that.

I am the same way.

But, I also don’t like being in debt or buying things on time.

By selling things in advance that have not been created yet, that puts a kind of psychological stress on my wee brain that sucks all the fun out of doing it for me. At that point it becomes a chore and something I have to fulfill on.

Thus, my answer is always no.

Think I’m the only one?

Think again, Buster.

Even the great Terry Dean, when I interviewed him once, told me he is the same way with his newsletter. People who have been buried in a bottomless pit of debt and financial problems in our lives tend to not want more debt.

Yes, even product-fulfillment debt.

(i.e. such as selling yearly subscriptions.)

Being bound to having to do it for a year in advance would take all the fun out of it.

So anyway, for those who keep asking “why no yearly?” — now you know.

And, as my pal GI Joe used to say:

“Knowing is half the battle”

Giddy-up.

To check out my *monthly* “Email Players” newsletter go here:

www.EmailPlayers.com

Ben Settle

The short answer is:

You sell ‘em something.

A better answer, though, is from this ex-freebie seeker’s own confession:

Confession of an Eternal Tyrekicker

Hi Ben,

I am writing this to confess that your wicked ways work.

The context….

I hoard information. I am an info junkyard – an alphabet algae – a web janitor to be precise.

And while i always got the kick while gobbling up your free podcasts, it’s you putting them behind a paid curtain that has their stature raised in my prying eyes.

Now, I am actually looking forward to them.

Suddenly and strangely, they seem more valuable, though it is the same content that was accessible to me for last few month but, I used to take that info for granted.

No more. Even if for peanuts, it has value for me.

A huge psychological kick to my lazy groin.

Now I am waiting, as in really waiting … And it has saved me the painful route of doling out free value till time immemorial just to look nice while staying broke.

Broke like a broken broom.

I am grateful, master. For your deft ways are subtle ….

Hail the King of Virtual Villains

I shall do you proud one day.

“King of Virtual Villains”

I hereby accept that title.

Hail to the king, baby…

Anyway, so I gave you the “what” to do to convert fire-breathing freebie seekers into repentant buyers, seeking your gracious forgiveness. Now, for the “how” to do it. There are several ways to go about it. But, in my humble (but accurate) opinion nothing beats good, old fashioned “retro” email.

Specifically, the way I teach it.

You can learn how in my “Email Players” newsletter.

When you subscribe today you get a free copy of my “Email Players Playbook” shipped to your doorstep, and also an unadvertised video of me teaching some of my best stuff in Vegas.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

“I’m out of the Midwest. It was a good place to come from. It gives you a sense of right or wrong and fairness, which is lacking in our society.”

– Steve McQueen

Let’s discuss one of my favorite topics:

Anti-professionals.

“Anti-professional” is a term I started using about 4 or 5 years ago to describe a certain kind of businessman who’s like the old school cowboy on his horse going it alone, living by his own code of honor and following his own rules — the dude who doesn’t try to impress the customers (or anyone else, for that matter), but always gets the sale.

Anyway, it could be just a coincidence.

(Or, just blatant bias.)

But, when traveling to my home town to see the family in Illinois last time, it dawned on me how many of my favorite anti-professionals have midwest “roots.”

For example:

• Gary Halbert
• Steve McQueen
• John Hughes (the filmmaker)
• Dan Kennedy
• Johnny Carson
• Bruce Barton
• Rush Limbaugh
• Marlon Brando
• Ted Nugent
• Sam Childers (the machine gun preacher)
• Hellz, even Captain Kirk…

Anyway, those are just a few of a very looooong list.

And again, yes, I readily admit this is probably just bias.

But, I will also say this:

There’s a huge difference between the West coast (where I’ve lived the past 10 years) and Midwest (where I grew up) mentality. I noticed it even when I was home for a few days last time. I never liked living in the Midwest (and FAR prefer living on the ocean and away from all the congestion and strangling urban sprawl where I grew up), and only visit there when I have to… but, it’s as night & day a difference as the weather between the two regions.

And you know what?

Methinks those who’ve lived in both areas know what I speaketh of.

’nuff said.

On to business:

The “Email Players” newsletter has been attracting some fine blokes over the past couple years. From “A List” direct mail copywriters… to old school Internet marketers who were doing 6 & 7 figures online before many of us even had a computer… to “gurus” who even the rawest of newbies would recognize… and everyone in between.

There’s a reason for that.

To see what the fuss is about, go here:

www.EmailPlayers.com

Ben Settle

Today’s my birthday, and so I’m going to write about one of my favorite topics.

Here’s something posted in elBenbo’s Lair last week:

Is is just me or does the whole separate email funnels/lists for “Indoctrination Series”, “Ascension Series”, “Engagement Series” not provide any better sales than strictly pushing subscribers onto the already moving train right into the fire? All this stroking and petting, “Here’s who I am, I love you, you are worth it, here’s all the free stuff you can expect from me” emails only seems to put my subscribers into the wrong frame of mind. Yet 99.9% of IM’ers (even the so called famous ones) seem to scream “build a relationship with your list and nurture it, provide and build value first then ask for the sale later”….”you wouldn’t ask some stranger to commit to marrying you that you just met on the street….so why are you asking for the sale right away..these people don’t know you..”…LOL

That marriage analogy some marketers use amuses me.

It makes zero sense.

After all, I’m not asking them to only buy from me for the rest of their lives.

(Not on the first sale, at least…)

With my methods (can’t speak for the email ascension and indoctrination masters above) it’s far more analogous to telling a girl about a fun and exciting place I’m already at, and inviting her to come by — not really caring if she shows up either way, since I’m enjoying the party with or without her, and know there will be plenty of other girls there anyway. (That is what my email method’s are all about — not begging people to to buy, but giving them the *opportunity* to buy.)

Anyway, if the list incubation and freebie masturbation techniques above work for you, great.

Have at ’em, Tiger.

I know some people who swear by such things.

But, it’s all just fear of selling and projecting your feelz onto your market.

Or, even worse, just being clever (i.e. over complicating things) for the sake of it.

It’s also selfish, too.

How so?

Because it’s not about the customer at all — it’s about the marketer’s emotions. It’s like these so-called “good will” emails. It’s the marketer projecting their own biases onto their market. Customers have pains and problems needing to be solved. That’s why they are on your list. Screwing around spending days or weeks trying to pretend you don’t have something that can benefit their lives while they are suffering seems incredibly selfish to me. Far more selfish than being honest and upfront and telling them there is something for sale that can help them. I am not saying you have to bowl them over with blatant pitches each day. But it makes no sense (in my way of thinking) to not at least let them know your solution exists. Otherwise, it’s like if you have a splitting headache and go to the store to get pain killers and are told, “we aren’t selling pain killers, today, it’s a good will day, in the meantime here is a free pamphlet about pain…”

Anyway, I got lots more to say about this.

And, I will (in a future email — worry ye not).

But for now, here’s the bottom line:

If you want to build a rock-solid relationship with your list via email you can do away with all these “sell without selling” rationalization hamster tactics like incubating new leads before (gasp!) letting them know you have a solution to their problems… so-called nurture sequences… engagement series’, constantly moving free lines, etc.

They simply aren’t needed if you know what you’re doing.

All you need do is sell, give value, and build a relationship at the same time.

Frankly, I don’t know why people find it so hard to grasp.

Mail order and space ad people have been doing it for 100+ years.

(There is nothing new under the sun, fancy new names for old school techniques notwithstanding.)

Hey, want to give elBenbo a birthday gift you will benefit from instead of me? Then all I want is for you to draft an email right now. Include an offer your list wants. Put a clear call to action at the end. And then send it to your list immediately after.

We’re talking 15-20 minutes of your time.

Maybe you will make sales and maybe you don’t.

But, at least you’re playing in the game.

(Instead of sheepishly pretending to not be playing while still trying to play.)

Of course, if you want help with the *how* to’s of writing emails, go here:

www.EmailPlayers.com

Ben Settle

More on yesterday’s “death of email” email:

One of my favorite facebook people in my elBenbo’s Lair group Shawn Lebrun says:

You’ll probably remember in Gary Bencivenga’s course… where he said using “The Case Against” and then finishing the headline with an opposite viewpoint than what MOST people have in that market.

And the curiosity of it gets enough people to check it out.

If I remember right, Gary said this contrarian viewpoint of a headline was always one of the best performers”

“Top Medical Expert Makes the Case Against Vaccines”

or whatever.

To sell, you gotta get noticed. To get noticed, you gotta stand out.

And to stand out, zig when the entire herd zags… ala “death of email”

That’s my 2 cents, which ain’t worth a nickel. Yeah I suck at math.

I totally (hellz… even totes!) agree 100%.

I thought Dan’s email was brilliant marketing, just a bit ironic, that’s all.

I do that sort of “case against” thing all the time, too.

But I don’t recommend using the dead medium to tell people that medium is dead. If nothing else, it opens the door to little bastards like me ribbing someone about it. Of course, the body copy can spin things in a way where it all makes sense, i.e. “I can show you a secret way of doing email that is still alive…”, and that’d be a different story…

And lest anyone think I’m immune to being called out on these things:

When I first launched “Email Players” as a print newsletter people were on me about that.

“Ben, isn’t that a disconnect?”

“Wouldn’t sending it via email make more sense?”

And so on.

Very good points, which, of course, I addressed via email.

Anyway, I’ve done some asking around and the word around the campfire in my circle (which, admittedly, is heavy user of email marketing) is sales have never been higher.

You do what you want.

But me?

I’m gonna increase my email efforts.

You can learn my wicked emails ways my boys and ghouls are using here:

www.EmailPlayers.com

Ben Settle