Ben Settle

On any given day I get dozens of emails from indiscriminate people.

Some just want to give me props. Some want to complain about something (or someone). Some want to challenge elBenbo on something. Others want to give feedback on something or just give their thoughts on a particular email I sent. Maybe they are an “Email Players” subscriber taking advantage of the perk they get to ask me questions. Or, maybe they just want to mindlessly chit-chat about something.

There are many other reasons, too.

Sometimes I reply back.

But, many times I simply ignore and delete them.

And here are a few reasons why:

• Overuse of  “LOL” 

• Too long & rambling, doesn’t get to the point

• Mindless trolling 

• Asking questions clearly spelled out on one of my sites (“how do I get your podcast transcripts”, “Do you offer “Email Players” in pdf?”, yada yada yada)

• Looks like spam at a glance

• Just wanting to chat, etc (I don’t do small talk — you can even ask my friends and ex-copywriting apprentice, many-a-times they accuse poor elBenbo of ignoring them when, in reality, I just don’t do small talk over email)

• Asking for free advice (that is something “Email Players” subscribers pay for)

• You ended up in my junk mail folder and I didn’t see it

And the list goes on.

Now before you shriek:

“Ben, who cares???”

Maybe you should care, my little fledgling.

Why?

Because, if you are selling via email, and doing some of the above, then probably your list is ignoring you, too. And, if they’re ignoring you, that means they aren’t reading you. And if they aren’t reading you that means they aren’t buying from you. And if they aren’t buying from you that means you can’t buy baby nice things…

All right, enough of this clacking.

To learn my not-so-mysterious email ways go here:

www.EmailPlayers.com

Ben Settle

The esteemed Bob Bly laid out an extremely accurate (in my humble, but accurate, opinion) description of traditional copywriters vs the so-called new breed copywriters popping up on Facebook like zits on a teenager’s face.

He got it 100% right as far as I’m concerned.

But, one of my “Email Players” subscribers (who is also a Bob Bly client) thought he was talking about Yours Unruly.

I don’t see it, personally.

But, let’s take a gander, shall we?

Here is what Bob said (paraphrased) about the new breed copywriters:

1. Have little or no track record writing for big clients (Rodale, Boardroom, GE, UPS, Intel, etc)

2. Brag about not working for clients, while having no clients and never doing much real client work in the past

3. Mostly make their income via coaching and educating newbies about how to write copy

4. Have huge egos, always bragging on social media, etc. Like to use terminology like “crushing it” and calling each other rock stars (and, I will add, “ninjas”)

5. Are mostly young whippersnapper types — millennials, with a few GenX’ers tossed into the mix

6. Like to be seen as rebels and hipsters who faint like liberals at an Obama rally when hearing Gary V and Richard Branson speaking

7. Potty mouthed — dropping f-bombs, etc and who get very upset if you criticize anything they say or do

Do I fit into that crowd?

Nah.

Not really.

For example:

I suppose my language crosses some crudeness lines every now and then, but I don’t toss around f bombs just to look cool or whatever… I’ve written for many clients in the past — not the ones he mentioned but still highly reputable ones (Ken McCarthy, Captain Chris Pizzo, Mike Dillard, etc)… I hardly ever brag on social media (I am rarely even on there except in my own groups for the most part)… some of the traditional copywriters he mentioned even follow my stuff (like Richard Armstrong, for example) so it ain’t just newbies… I am 100% indifferent to Gary V and Richard Branson and know little to nothing about them and so obviously don’t see either as my hero… and last but not least: I never use (and in fact mock) terms like “crushing it”, etc.

Also, if someone criticizes something I say, that’s fine.

(It’s free email and podcast fodder for me.)

But, if they don’t back it up or are outright lying, I’m going to have some fun with ‘em.

Anyway, bottom line?

I’m a huge Bob Bly fan.

I’ve said it many, many times.

His sales letters are some of my favorites to read.

And, we get along great and exchange emails at times.

In fact, want to hear a secret?

I recently told my ex-copywriting apprentice that 150 years from now when I’m Bob’s age, I will be *exactly* like him. (Relax … he says I’m his favorite young young marketer/writer — which is either the ultimate sincere compliment to a guy my age, or the ultimate back handed compliment or both — either way, I dig it because, again, it’s the same kind of stuff *I* say to people I like when I want to josh ‘em a bit in fun.)

Incidentally, and for the record:

(My boy Kevin Rogers was asking me about this, figure others are wondering too)

My recent emails a couple weeks ago about Bob’s facebook had nothing to do with him at all (he simply said he disagreed with me about the purpose of a website, with perfectly valid points). Instead, it had everything to do with the gaggle of fluffpreneurs commenting on his facebook page. There were a few voices of reason (like from the always lovely Alice Seba, the great marketing mind David Frey, the ever-abrasive Shane Hunter, and the up-and-coming podcast wizard Luis Congdon). But, most were nattering on about things without context or thinking things logically to their ultimate conclusion — just blindly jumping into the fray with feelz good nonsense, making themselves easy targets for me to profit from by writing about it.

(Which, of course, I did…)

Anyway, final thoughts:

I am definitely NOT one of Bob’s traditional copywriters.

But, neither do I fit the bill of the new breed he described either.

I’m just a slacker copywriter who knows how to sell:

www.CopySlacker.com

In the above ad (selling a how-to copywriting product) I fully admit I’m neither a “world class” copywriter or “A lister”.

Nor do I need to be.

Why?

Because I know how to study my customer.

It’s like a for-real A-list copywriter Doug D’Anna once told me:

(paraphrased)

“I’m not the best writer. I just know how to spot the open man to make the touch down pass.”

Well, that’s enough fun today.

Tomorrow?

You’ll have to wait and see…

Ben Settle

A reader responds to last week’s email about me selling snake oil:

Love this. And I love your emails.

I had an email the other day from a fairly new subscriber that I believe was borderline “trollish.” I responded politely but if he keeps at it I might have to change tact (read mock him instead) 🙂

On another note and I know this is a little off topic, but when I do send the occasional emails that are promoting an offer or service, it both slightly amuses me and baffles me that when you login to your email service prover and see that there are complaints. I even had one complaint once on a totally free and valuable packed email (no offer mentioned at all).

Do people not ever expect you to make a sale or actually make money? I mean we do run businesses after all. I don’t get it because when I sign up to people’s lists I fully expect at times to “be sold to” or be presented with an offer and that’s absolutely OK. I understand that we are here to run a business. I just don’t get the mindset of some people that are also running a business just like you and yes also want to make some money out of it yet “complain” when you present them with an offer or ask for the sale.

End rant.

Cheers,
Shae

Two things:

First, as far as trolls go, some people are just low class jackass.

And, many so-called marketers are simply allergic to marketing.

But, might as well profit from their grunting addiction…

Secondly:

Not-a-Doctor elBenbo whips out his prescription pad and hereby prescribes you mail offers more than just occasionally. I’m betting that what you sell truly benefits people. And, that, if your list was to buy what you’re selling, it would improve their lives. If that’s the case, then it’s your moral and ethical duty to at least let them know your solution exists every day.

Why keep it a secret?

Who does that help?

Now, go thou and mail daily.

For help on how to mail in a way people look forwarding to reading and buying from check out the “Email Players” newsletter over yonder:

www.EmailPlayers.com

Ben Settle

A business-to-business marketer askeths:

Big fan….I’m looking into subscribing to email players and I was curious to know if you focus on teaching b2b email copy as well? (maybe industries where VP’s and Directors tend to take themselves a little too serious 🙂

For some reason people think *their* market/industry is different.

I can assure you it’s not.

It’s ALL the same at the end of the day.

I don’t care if you’re selling b2b, informational products, fiction, freelance services, commodities (like socks, for example), MLM, consumable products, or even if you’re raising money to save the friggin’ spotted owl.

It’s all the same in direct marketing.

Don’t believe me?

Well, maybe you’ll believe a couple direct marketers much smarter than I am then:

1. Publicity Grand Puba Paul Hartunian teaches people to write outrageous headlines in their press releases — yes, even to “stuffy” reporters who think their crap doesn’t stink and are super educated from major universities.

I am paraphrasing here.

But, basically, what he said was, if you think CEOs or reporters aren’t going home and watching Beavis & Butthead every night you’re fooling yourself.

I have long profited from this fact.

And, so have my more successful students.

(We never put our markets on a pedestal)

Obviously, you want to modulate your content to your market.

But, don’t think they aren’t as batshiit crazy as you are.

2. Dan Kennedy used to give a speech talking about his famous (and slightly nutty) Giorgio restaurant letters.

Ain’t nuttin’ “professional” about ‘em.

And (knowing the b2b objection was coming) he said right after telling it:

“Now, a few people are saying, ‘Now wait a minute. I sell very sophisticated stuff to very sophisticated people. I would never do anything like that. It’s unprofessional.’ Well, you can separate style from structure. I want you to know this works even in business to business then it does in consumer because everything else they get in business to business mail is dull, institutional and boring. But, if you like, you can separate style from structure. What’s most important is the structure.”

Preach it, Mr. Kennedy.

It’s the exact same thing with the methods I use, too.

Play around with them all you want to suit your market.

What’s most important is the structures.

The themes.

And, yes, the psychology behind the emails.

So there you go.

To learn my wicked ways go here:

www.EmailPlayers.com

Ben Settle

I like to rap about my ex-copywriting apprentice a lot in these emails.

(And in my “Email Players” newsletter)

And every once in a while someone will perk up and ask about why she is my EX-copywriting apprentice, and not still my actual copywriting apprentice. Especially since I sometimes do business with her (i.e. she pays me to consult her on projects, I spoke at her event, etc etc). What gives? Why not just let her still be the actual apprentice instead of the ex-apprentice?

Answer:

First, I hate being responsible for other people.

(I can barely take care of my dog.)

And secondly, because she stubbornly didn’t listen too many times.

It’s not entirely her fault, though. elBenbo is NOT a good one-on-one teacher. I’m crotchety, grumpy, impatient (at times), and hold people to my own impossibly high standards. (And make no mistake, I hold her to the highest standard possible, ask her all about it if you don’t believe me.) But don’t feel too sorry for her. She had a hand to play in it. Specifically, she ignored two of my commands repeatedly no matter how much I disciplined her.

The two commands?

1. Kept giving her time away for free (free consults, etc)

2. Kept doing rush jobs

Both are severe no-no’s if you’re working under elBenbo’s cruel tutelage.

But, lest you think I’m a monster, I didn’t just dump her apprenticeship.

I at least tried *disciplining* her first.

For example:

I tried the shock collar thing. Every time she hopped on skype to give someone free advice or even entertained the idea of doing a rush job, I pushed the button and she got a jolt of electricity. BZZZZT! She’d say, “But, Ben isn’t it okay because…” BZZZT! Or she’d try to rationalize, “Ben, this isn’t fair you said —“ BZZZT!

Did it work?

Nope!

So I tried something else less invasive but that I’ve seen work on cats:

The spray bottle.

She’d jump on skype to sneak in a free consult with someone and I’d spray her. SSSSST! Or, she’d talk to some other would-be client pleading with her to do a rush job “just this one time” not knowing I was hovering behind her and… SSSST! sprayed her.

This worked for a while.

(Certainly better than the shock collar.)

But, in the end, she didn’t break to my will.

And, thus, I had to fire her as the apprentice.

But you know what?

As much as my ego hates to admit it, she’s MUCH better off. For example, she’s now putting on her own successful marketing events (her first one, Biz N Brewz, was a big hit right out the gate), writing emails for hire (underpricing herself still considering how talented she is at it, good time to hire her…), has started her own writing business academy (it’s really cool what she’s putting together, and much needed in this industry), and she is one of the best copywriting critiquers you can hire.

But enough about her.

Let’s get back to me again, yo?

Sheesh.

Specifically:

How to get your hands on some valuable products dirt cheap.

Listen, I’m the first to admit most of my products are pricey. But, I do have some “bargain bin” products, too — that cover everything from copywriting and email, to affiliate marketing and traffic, to positioning and negotiation, to how to put together joint ventures, produce & profit from print newsletters, and, yes, my deranged monster novels.

They are practically all priced under $3.

And, well, here they is:

www.BenSettle.com/kindle

Ben Settle

The above subject line was written to me in a facebook message by one of my more successful marketing droogies.

He had just seen my blog for the first time.

And, was horrified by what he saw.

Specifically by two things:

1. My bare bones site design

2. My lack of social media share buttons.

Fact is, my site is as bare bones as it gets. No Facebook like buttons. No sharing links. Nothing pointing you to YouTube, Facebook, Twitter, Instagram, or any of the other social media sites. I don’t do anything to promote people sharing my content. And, in fact, I have my site designed so people spend LESS time on my site and not more time.

Anyway, he wanted to know why?

Why NOT go for that free traffic?

He’s had posts on his site that were shared 10k times.

Why would I not bother?

I thought that was a great question — and something I should talk about finally. Especially since my site is the exact opposite: Completely stripped-down, with no graphics to speak of, and devoid of any social media links (except on my contact page).

Enter today’s Ben Settle Show podcast.

It was too big a topic to talk about via an email.

So, I rapped about it with Producer Jonathan.

You will also find out why I have such a high quality list. In fact, if you were to ask anyone I’ve done JV’s with (Brian Kurtz, Ken McCarthy, Ryan Levesque, Scott Haines, etc, go ahead, ask ’em) they likely would tell you my list is one of the more responsive ones they’ve seen.

It’s all yours for the learning.

Completely free.

And, at this link right here:

www.BenSettleShow.com/115

Ben Settle

To paraphrase Captain Willard in the movie “Apocalypse Now”

The crap is piling so high in the facebook thread I talked about earlier today you need wings to stay above it. (If you’re just joining this party, I speaketh of one of my favorite copywriters Bob Bly’s Facebook page — where a bunch of people are responding to my claim from this mornings email about the only purpose of a website is to build a list.)

Yes, virtually all are people disagreeing with me.

(Few exceptions aside.)

But, that’s okay.

I’m happy to climb into the octagon (Bob-tagon?) about this.

Worry ye not, though.

This won’t just be a pissing match.

I’ll be pulling out the lessons from the comments like poison from a snake bite wound at the same time.

First comment:

“I disagree also. I agree that collecting data is important, but your website is a way to inform, educate and demonstrate credibility. It has to be more than a business card or brochure and if all it does is trap people into handing over info, they’ll just move on.”

And, kids, WHY do we inform, educate, and demonstrate ability on a website?

(A direct response marketing website, specifically)

Anyone?

C’mon, someone must know the answer?

No?

Okay, the answer is…

To build a list/make a sale (which builds a list)

Another person said:

“Ben Settle advocates emailing your list every day without fail, whether you have something worth reading or not, and if they unsubscribe then it’s their loss. I’m not a fan of this approach.”

Poor guy is seriously misinformed.

Either that, or he’s just a liar with an axe to grind.

I’ve never once advocated mailing if you don’t have something worth reading. In fact, just the opposite. I take the attitude I read in Ken McCarthy’s magnificent “System Club Letters” book: Before pushing send ask “is this worth interrupting someone’s day for a few minutes?” Now, obviously, my opinion of what’s worth reading may not jibe with everyone else’s. And those people are free to opt out (and they do). Anyone who’s bought any of my products or listened to any of my podcasts or consumed any of the podcasts and sites I’ve been interviewed on over the years (about this subject) knows this.

Like I always say:

There are plenty of *legitimate* reasons to disagree with me.

No need to make any up…

Okay, here’s another comment:

“Disagree completely. I see the prime purpose of my site as establishing legitimacy for prospective customers. Sharing knowledge is a secondary purpose.”

Like rapping Ronald Reagan said:

“There you go again…”

What is the *reason* to establish legitimacy for prospective customers, exactly?

If you say:

“To build a list or make a sale”

Then you are correct.

(Again, we’re talking about direct response marketing companies)

Another one:

“Without understanding the business, distribution model etc. it would be premature to determine the #1 purpose of any tool. There are more than one important job of a website.”

We are talking about direct response marketing.

And not just an important job, but ultimately the purpose of the site.

i.e. why is the site really there?

The first and foremost activity of any big reputable direct response marketing-driven company I’ve ever studied (unless I’m missing something, and mayhaps I am…) is to build a list. Why? Because then they can sell other products to that list and, in some cases, rent that list to other direct response marketing companies to sell their stuff to so that those companies can continue to build *their* lists.

Everything is there to serve the building of those lists and make transactions.

Yes, including the outstanding products.

The impeccable customer service.

The genius ads used to sell the products.

The user-friendliness of the website.

The social media share buttons (although I disagree with putting those on a site, listen to my podcast tomorrow for the reasons why)

And so on, and so forth…

All of it serves to build lists and bring in customers to carry out the goals, visions, mission statements, etc. of that company.

One of my favorite comments:

“I think he has it backwards… You build an email list by earning it with quality content and positioning.”

I should be thanking this guy.

After all, he made my point for me even better than I did!

The purpose of all that quality content and positioning is to…?

Yes, you, in the back of the room raising your hand, what is it?

That’s right — build a list.

This is fun…

Here’s another:

“Wholeheartedly disagree, but to be expected from a direct marketing copywriter who doesn’t provide other forms of engagement or information value to a customer or user base. He forgot about things like applications for them to engage and interact – calendars, event registrations, data lookups, form downloads, support ticket requests, app installs, ad nauseum….”

Starting to sound like a broken record here…

But what exactly is the purpose of all those engagement and interactive thingamajiggies he mentioned?

They aren’t there just to exist for the sake of it, are they?

So why are they there?

That’s right:

To ultimately work towards building a list/make sales (which builds a list)

Here’s one of the more profound comments:

“Beware of statements that begin ‘The ONLY …’”

I just got the warm fuzzies reading that…

Another sweet one:

“I don’t know about you folks…but when I visit a URL, I hit the ‘contact’ tab to see if there is a physical address (if not, that’s a red flag for me) and then the ‘about’ tab and the ‘team’ tab if they have one. I then do a search on the person I want to contact. I don’t provide email add’s to just anyone, and yes, I do want to know their ‘skills’. But that’s just me.”

For a *direct response marketing* site, what is the point of that “about” page?

And putting the address on there so there are no “red flags”?

And building that credibility and showing their skills?

And putting info out there about the site owner?

Or answering a would-be customer’s questions?

Hm?

Yep, you got it:

To ultimately get people to trust you with their info so you can build a list/make a sale (which builds a list).

Here’s another one:

“We marketers don’t decide what the purpose of a website is. It’s the prospects and customers who decide. As marketers, we have to find out why they visit a website and what motivates them to take the next step. When we’ve found out that, we’ve found out the purpose of the website.”

Yikes.

He likes to ask the deer how to hunt it, instead of the hunter. I wonder if he start out by putting a blank html page that says “please tell me if you want me to collect your email address?”

No matter, we can still help him:

Why bother finding out why people are visiting your website?

Why bother finding out what motivates them?

What is the point of all the data gathering?

Drum roll…

To build a list/make a sale (which builds a list) to give them what they want.

(Again, if you are a direct response marketing company)

And here a question was posed:

“Why say only when you really mean primary?”

Tomato, tom-AH-toe.

But at the end of the day, for a direct response marketing website, the whole point is to get a response. For the people I am talking to, that means building a list and making a transaction.

Allllll that other stuff on a website exists to help build the list.

Otherwise, there’s no point in having the site if it wasn’t geared towards building a list or making a sale (which builds a list). Might as well not use the Internet and go with direct mail, or radio, or TV.

All right, enough.

That thread has many more comments, way too many to address here.

But, here’s the bottom line:

Like I told Bob privately today, he gave me one of the most valuable gifts he could by posting my opinion on his page for the social media grandstanders to chime in on, giving me endless amounts of fodder to create emails and content to, yes, build a list and make more sales (which builds my list). So much value I almost want to PayPal him some dough.

That kind of exposure is a powerful marketing weapon if you know how to wield it.

But, ironically, only if you have a *list*…

Finally:

Since we’re talking lists I decided to extend the deadline window to get the April “Email Players” issue which is all about… (wait for it…)

Building a list.

Specifically, a free list.

And, even more specifically:

A free list of leads who are likely to be responsive, and make up the best kind of leads I have ever sold to. Since the printer doesn’t open again until Monday anyway, I’m extending the deadline to get in on this issue to tomorrow (Sunday) at midnight.

Here’s where to subscribe in time:

www.EmailPlayers.com

Ben Settle

P.S. Not everyone was battling elBenbo in the Bob-tagon.

My boy Luis Congdon chimed in the thread, too, with:

“Ben and I had a good discussion about this. He clearly knows his stuff. I like what Ray and I talked about – it’s to give value and collect that email and convert to buyers. And if they don’t convert or buy – maybe they become fans and share, or they just get some value. For me, that’s more in alignment with my values but I’ll say this – many people need to swing more towards Bens way, simply because big hearted people often don’t understand that having a big heart also needs some give and take, end goal, and so for this I really appreciate Bens way.”

Correct ^^

And about this part:

“maybe they become fans and share, or they just get some value”

And the reason we want them to become fans and share or get value? So that other people will find us through them… so we can build a list/make a sale (which builds a list).

One of the few reasons I read my Facebook newsfeed (most of my time on there is spent in groups) is because of A-list copywriter Bob Bly.

He and I don’t see eye-to-eye on a lot of things.

(He has privately scolded me several times on my wicked ways.)

But, he’s always been one of my favorite copywriters.

And, I have always liked how he gets people thinking and talking in social media.

Case in point:

He asked his FB friends what they thought of my claim in this morning’s email about the only purpose of a website being to build a list. Of course, he disagreed. And, of course, pretty much all the people replying to his post were against what I said, a few (gasp!) even taking what I said out of context.

Speaking of context, for the record:

My email Bob quoted from was talking to direct response marketers who sell with email already (or who want to). Not people who don’t use direct response marketing, don’t use email, couldn’t care less about using email, or who are Coca-Cola or some Fortune 1000 company or whatever.

Okay, so, now that we got that out of the way, on to the fun stuff.

It’s very easy to test out what I claim:

For the next 30 days leave all your education, demonstration, content, branding, articles, videos, testimonials, etc up on your website, but take down all your opt in forms, stop mailing your list offers during that same time frame, and see how your sales stack up to the prior 3 months’ sales. Then, if you want to further test it out, for the next 30 days after that, put your opt in forms back on your site, but take all the content, branding, teaching, demonstration, articles, testimonials, and anything else you think is more important than building a list down, resume mailing offers as usual, and see how your sales go.

Very simple.

But, I doubt anyone will test that out.

Or even consider it.

Why?

Because all the noble appeals to building credibility, demonstration, education, providing value, establishing trust, etc notwithstanding (all of which are important precisely **because they help you build your list**), if you had nothing else going for you but knowing how to use email correctly, you could build a decent business just running traffic to an opt in page, building that list, and then mailing it each day.

No blog, articles, pages of content, videos, personal branding, etc necessary.

No, it’s not ideal.

And, yes, you will almost certainly make MORE sales using the above on your site, too.

(i.e. I do all the above on my sites)

But, you could get by without them if you had nothing but the list, an offer people want, and email.

On the other hand:

You can have the best content, the most teaching, tons of educational videos, and all the usual website bells & whistles… but have no list you’re sending offers to, and you might make *some* sales I suppose. Maybe even a lot of sales if you have a huge brand/blog/site/audience already. But, that’d be a tough row to hoe for most of us mere mortals who don’t live in magic facebook fairy dust land where direct response marketing businesses aren’t first and foremost dependent upon having a list.

Anyway, that’s my take on the matter.

You can obviously do what you want.

But, if you want to try things my way using email, go here:

www.EmailPlayers.com

More:

Since we’re talking lists… and since the April issue is all about list building… and since the printer won’t be in until Monday anyway… I am extending the deadline to get the April issue until tomorrow (Sunday) at midnight.

Now get out of here before I change my mind…

Ben Settle

P.S. tl;dr version…

One of the commenters said:

“A website is a vehicle of influence that enables one to build credibility, establish trust, and quickly bond.”

And the *reason* for a direct response marketing business to build credibility, establish trust, and quickly bond with website visitors is, what?

Show of hands?

Anyone?

Fine, then I’ll spell it out for the class:

To build a list or make a sale (which builds a list)

So I recently did the unthinkable:

I took on a copywriting client.

Yes, even though I despise doing client work (prefer to be my own client and work on my own projects only) and even though I haven’t done a client project in about 5 years. I was actually hired by the copywriter who was supposed to do it to just consult but ended up taking it over and doing it all (except the product research — i.e. I didn’t even personally go through the product, someone else did and then told me what it said). Reason why is, I’m pals with the client, had this “bug” to make sure it kicked bootay, and, of course, because elBenbo is a dictator at heart.

Anyway, the result?

Well, as of the time of *this* writing:

It was launched on a small scale to ice cold leads.

And, it is nabbing a whopping two sales per day.

Ooh.

Not much to write home about is it?

Unless, of course, you take off the goo-roo fanboy hat and look at the context and numbers. It’s a $997 product and ye olde client is spending just $150 per day in ad spend. Thus, he’s making $1994.00 per day. Of course, he’s gonna ramp that spend up and scale the crap out of it and, if it stays like this, it’s game over.

Nobody will be able to touch him in that market.

(With his competitors scrambling to catch up and looking like wannabes.)

Why am I telling you about this?

I mean, really, who cares?

Mayhaps you should.

At least, if you are frustrated with copywriting, overwhelmed with the process, and want to write ads in just hours that bring in world class results without having to be a “world class” copywriter.

Here’s what I mean:

I wrote that letter in probably less than 10 hours (market research, writing, and editing). And, I did it without even seeing the product… without spending weeks and months slaving over my computer… and without losing so much as a minute of sleep over it.

I didn’t obsess over the headline.

Didn’t worry about the “writing.”

And, couldn’t have been bothered to stress over it in any way.

Yet, the client is making almost $2,000 per day just in the *testing* phase using the letter, without me having to lose months of my life sweating over every jot and tittle like a lot of copywriters do. Instead, I simply used my Copy Slacker method that I have used for every ad I’ve written in the past decade — including on ads that have been controls for 8 years straight.

Moral of the story?

The Copy is only 20% of the battle here.

(I don’t take credit for all these numbers by any means.)

But, if you know your market, know how to structure a pitch, offer something people want, have a great product, and generate quality traffic (all of which is more important than the “copy”)… then this is what a Copy Slacker-created sales letter can do.

And, it can do it without you having to be a great copywriter.

(I’m certainly not one.)

To learn my Copy Slacker system (it only takes about 4 hours) go here:

www.CopySlacker.com

Word up.

Ben Settle