Ben Settle

True story:

Last summer Donald Trump (in a publicized “spat” between himself and a former super model) showed a real life example of something every single email marketer can do to (1) beef up your sales right away (2) “stick” inside your customer’s psychology and (3) literally (yes, I said the word “literally” because I mean literally) obsess over you, your emails, and your product.

It’s something I’ve done many times.

And, every time it’s jacked up my sales.

(I don’t usually do it to this list though, you’d have to see examples I publish in “Email Players” from other consumer-type niches, but it still could work for this list should I ever choose to “mind screw” you like I do people in other niches — like weight loss, golf, biz opp, dating, etc.)

Where was I?

Oh yes, Donald Trump’s email “obsession” secret.

First, the bad news:

I’m not giving this one away free.

It’s just too powerful.

And, those not subscribed to “Email Players” before the December issue mails in a couple weeks are simply unworthy of learning it.

So what’s the good news?

I will throw you a “mercy” hint.

How’d that be?

Okay, I’m glad you’re not butt hurt over my elitism and jerkiness.

So, here’s the hint:

(From Gene Schwartz’s masterpiece book “Breakthrough Advertising”)

“So this book is not about building better mousetraps. It is, however, about building larger mice, and then building terrifying fear of them in your customers.”

This is, word for word, the most profitable email advice you can learn.

And, if you know how to apply it the way I am teaching (with real-life examples from multiple niches, so it’s 100% clear and easy to adapt to whatever you sell) in the December “Email Players” issue, you shalt never want for sales again.

More:

You won’t even need to use any claims.

(You can, but they won’t be necessary.)

And, if you’re one of these mush cookies who’s afraid to look like you’re (GASP!) selling… then this one tip inside next month’s issue will let you do all the selling you want without anyone accusing you of “just selling.”

(Even though you are just selling).

How can you get in on this action?

Why, I’m glad you asked.

Simply subscribe before the looming deadline:

www.EmailPlayers.com

Ben Settle

Let’s talk politics.

(ooooh yeah!)

But first, a disclaimer:

I couldn’t care less who wins.

Frankly, the US is so far over the cliff financially and has such a blatant disregard for human life or the rights and safety of its people (legalized murder in the form of abortion, idiotic anti-gun laws that prevent people from defending themselves, corrupt bureaucrats that routinely send innocent people to be raped or executed in prison, lopsided family courts, an abusive tax code and banking system that turns productive people into slaves of the state, a medical system designed to keep people sick, and so on)… nothing is going to stop the inevitable collapse and ensuing chaos that will result.

(Ain’t I just a ray of sunshine today?)

But, here’s my prediction anyway:

The winning candidate will be whoever has the most charisma.

And by charisma, I don’t mean just physical attractiveness.

I am talking about the dictionary definition:

“A compelling attractiveness or charm that can inspire devotion in others”

It’s not who has the best economic policy.

Not who promises the most free stuff.

And, not even who has the most money in their campaign war chest.

It’s about charisma.

Here’s why I say this:

Thanks to our celebrity-obsessed culture in the US, one has to but look at all the elections going back to JFK when they first started televising debates. Kennedy won over Nixon in large part because he was more charismatic than Tricky Dick. In fact, many pundits have observed — and I agree, so that makes it all true — that Nixon would have won had it not been for a *televised* debate. (Incidentally, I also remember once in a political science class the teacher was saying how there’s no way a guy like Abraham Lincoln could win an election today simply because “he was just too damn ugly” — and I would have to agree.)

After that:

• Nixon was slightly more charismatic than LBJ.

• Carter was more charismatic than Gerald Ford.

• Reagan was more charismatic than Carter and Mondale.

• Clinton was more charismatic than both Bush I and Dole.

• Bush II was slightly more charismatic than Gore depending on which brand of kool-aid you drink (an argument can be made for the opposite — which is one reason why I believe it was such a close election). And then, Bush II was more charismatic than Kerry.

• Obama was more charismatic than McCain and Romney (and Hillary).

Which brings us to this election.

Who does elBenbo declare to be the most charismatic?

And, thus, the winner?

I would bet someone else’s kidney it’ll be Trump.

Just like Obama has his “hope & change” brand of charisma that got people fainting at his speeches… just like Bush II had his plain-talking cowboy brand of charisma… just like Reagan had his brand of wit & confidence-inspiring charisma… just like Clinton had his brand of smooth talking rapport-building charisma… Trump has a power-laden and non-needy “I don’t give a crap what anyone thinks” brand of charisma people are obviously responding to if you look at how he’s dominated the polls above all the other Republicans for so long.

What about Hillary?

What about her?

The Lizard Queen is pretty good at fooling the weak-minded (like, for example, people who actually think she’s being sincere when she suddenly speaks southern drawl when campaigning in the south, which is always amusing). But, to a lot of folks (even a lot of liberals) she has about as much charisma as the sex-crazed grandma in my “Vampire Apocalypse” novel.

Now, I’m not saying Hillary can’t win.

With the Clinton Machine anything is possible.

And, of course, there’s also ideology (democrats voting the party line no matter how repulsive the candidate). But, unless something freaky happens to kill Trump’s charisma (like they catch him in bed with a farm animal or something)… and if it’s even a somewhat close race… the most charismatic candidate will win.

And, that candidate in this election is Trump.

So there you have it.

My prediction on who will win.

Forget policy.

Forget debates.

Forget the media.

Forget your own emotions about the candidates, straw man arguments, and biases.

Forget all that.

Like it or lump it, he or she with the most charisma has won every time in the last 40 or so years. And, it shalt be no different this time around, either.

All right.

Enough politics.

Let’s talk bid’niz:

One of the reasons my email system works so well is because, when you do it the way I command, you are forced to tap into your own “brand” of charisma with your list. Everyone has their own brand of charisma (yes, including you). It’s simply a matter of learning how to tap into it.

And guess what?

It comes out automatically when using my system.

Your brand of charisma is based on your personality, your style, and your way of doing business.

It’s NOT based on my personality or anyone else’s.

People dig the real you and not the facade.

Clients dig it too. (if’n you want clients).

And, yes, customers dig on that as well.

For more info, check out my “Email Players” newsletter here:

www.EmailPlayers.com

Ben Settle

Over the last few months at least 2 people have told me (actually, in one case someone told my ex-copywriting apprentice this and she told me) they spent something around $30k on so-called “masterminds” and yet they’ve learned more actionable “take it to the bank” information free on my podcast.

If that’s true, that’s pretty loco.

I don’t know what goes on in all these masterminds popping up.

But, I do see an awful lot of them being promoted these days.

Especially on Flakebook.

In fact, just yesterday my ex-copywriting apprentice told me about a video whose headline promised to show people how to make $100k in a minute (something like that). And yet, she said it was an hour of of mindset and philosophy and no meat whatsoever.

Sheesh.

But you know what?

I don’t just fault the marketers for this.

I fault the naiveté of people buying into it.

These kinds of marketers are simply selling what people are buying. If people are buying fools gold-plated horse shit then someone will sell it to them. And, they have nobody to blame but themselves for buying into it.

$30k masterminds.

Man.

All that dough plopped down (probably on credit) just to learn how to get rich from people who probably have never been rich themselves other than by charging a small fortune to show other people how to get rich.

I wonder if these customers at least got a t-shirt out of it.

I hope so.

Because, according to at least a few people, you can get more actionable, useable, and, yes, profitable advice (most of which costs time and energy, and little or no money) from listening to me and Producer Jonathan babble on the air once per week free.

Speaking of which:

Today’s episode admittedly has a lot of success mindset stuff.

But, it won’t cost your $30k.

And, I’ll take the Pepsi challenge with the info we rapped about today over any of the $100k in 1 minute videos:

www.BenSettleShow.com/antipreneur

Ben Settle

Today Producer Jonathan and I pontificate on 7 more “fan favorite” Email Players rules, including:

• How to profit more from having fewer customers than lots of customers.

• Reasons why I don’t mail for affiliate launches anymore. (If you like giving money to affiliates competing against you, by all means mail for other peoples’ launches, here’s why I say this.)

• How to “stack the deck” to make your affiliate bonuses stand out like a fart in study hall from other affiliates you’re selling against.

• Why chasing women who reject you is a waste of your time and what you should do instead. (And how to apply this same law-of-the-jungle concept to clients and customers, too…)

• A big mistake many service providers make that makes would-be clients (and even clients who hire them) back off and run away as fast as they can.

• How getting burglarized by meth addicts made me a much better and more profitable businessman.

• How to “spin” bad things that happen to you into sales and success.

• The king/queen theory of a deceased comedian that can help any client better position themselves so only the best copywriter want to work with them.

And lotza more…

Download your next set of Email Players rules here:

www.BenSettleShow.com/antipreneur

Ben Settle

Once upon a time I had a long chat with my favorite copy chief Kevin Rogers.

And, he said something interesting about my podcast.

He says he listens to it on Sundays while walking his dog and his favorite episodes are the “Email Players Rules” episodes. These “Email Players Rules” are basically maxims, principles, and guidelines by which I do business and live life by. Some I had to figure out on my own, some I’ve learned from studying or observing others, and many I learned the hard way (i.e. pain — physical, emotional, and psychological).

Anyway, we’ve done 49 of them so far.

And, tomorrow we do another 7.

While you’re waiting, check out our episode archives here:

www.BenSettleShow.com/antipreneur

Ben Settle

I’ve been noticing a disturbing trend lately — even amongst some of my “Email Players” subscribers.

(Who should know better).

And that trend is…

Not selling in every email.

Why is this disturbing?

Because, for one thing, in most (not all — there are exceptions to this, but generally speaking…) cases if you don’t plug a product or service in your emails (or something that will directly and clearly lead to the sale of one of your products or services), you just completely wasted your time writing the email.

And secondly:

There are people who think they are being “nice guys” by not selling.

They’re not.

They’re being complete and utter douche bags.

Listen, I’ve said it before, I’ll say it again:

(And I’ll KEEP saying this forever…)

If you have something to sell that can benefit peoples’ lives, then it’s your moral and ethical duty to let them at least know about its existence in every email.

Frankly, it’s selfish NOT to let them know.

After all…

People are going to spend money on something if they have a problem they want to fix… so isn’t it better they buy your righteous product or service rather than your inferior competition’s?

How does it help either of you to keep your product a secret?

Moral of the story?

Sell your list something.

Every day.

And, do it without apology or regret.

Only then a douche bag won’t you be…

For the “how to’s” of writing emails, check out the “Email Players” newsletter. Each month I take you by the hand and whisper in your ear all kinds ways (I am always learning and experimenting with in my own businesses) to write emails people enjoy reading and buying from.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

There was a time when my self esteem couldn’t handle this.

But, last weekend I got this email from an (admitted) drunk website reader. I left his name out because I don’t believe in punishing good behavior. And, yes, drunk emailing me a testimonial counts as good behavior.

Truth serum and all that…

Anyway, behold:

Hey Ben, I just came from my friend’s Birthday party. To be honest I m drunk. I don’t even know how I am typing correctly. I guess it’s auto correction on my smartphone. Well the real reason I am writing this email is that I am very grateful for your emails. I mean I learnef a lot of things by your emails. There are only few copywriters in this world that are keeping the art of persuasion alive.

Ah yes… props.

Drunk, sober, or butchered spelling… elBenbo takes his props where he can get ‘em.

And you know what?

You should, too.

It astonishes me how few people utilize testimonials in their emails.

Especially dramatic ones.

(Like someone who’s intoxicated giving you a testimonial.)

Anyway, a beverage for thought.

For more ways to flip emails into sales, go ye here:

www.EmailPlayers.com

Ben Settle

“Chicks dig me, because I rarely wear underwear and when I do it’s usually something unusual”

– John Winger
“Stripes”

Fun times…

I got a long email Sunday night from someone giving me unsolicited advice. I won’t bore you with all the details. But, other than needing to “flip” my religious views (his exact words), he also said, and I quote:

“I love your emails. But go easy on people. You scare some of the ladies off who really need your help.”

Awww.

A white knight to the rescue.

If you’re a chick on my list you can rest easy tonight knowing he’s on the job and has your back protecting you from my wicked wiles.

More:

I won’t say this is by “design.”

But, some of my happiest and most successful “Email Players” subscribers are chicks. They don’t even bother wasting their time complaining when ol’ elBenbo’s brash personality gives his politically incorrect opinions raw, and without sugar-coating.

Take subscriber Christi Johnson, for example.

She’s recently decided she’s had enough and is mailing daily.

Soon, I predict she’ll find clients come to her.

(Instead of her going to them).

Or “L”

She requested I not reveal her full name.

(She’s humble like that.)

But, I will say, she uses nothing but a daily email using my methods to pack webinars and triple her revenue from a year ago, and clock in at just shy of 6-figures a month.

Or Teresa Mozejko.

Her “Email Players”-refined skills landed her the coveted Ben Settle announcer babe position on my podcast, and this month will be writing ongoing daily emails to that list.

(NOTE to the white knights: If you think *I’m* mean, wait’ll you see her emails…)

So anyway, that’s that.

If I “scare” other chicks off, good.

This isn’t the Mickey Mouse Hour or, even The View.

Nor is “Email Players” for the timid or easily offended.

It’s for people who want to use email to double — even triple (or more) — their sales by writing emails people love to read and buy from.

Is that you?

Good, you might qualify.

If not?

Don’t waste your time or mine.

Go get your goo-roo ninja product dopamine drip somewhere else.

(Plenty of such products to choose from.)

More info on “Email Players” here:

www.EmailPlayers.com

Ben Settle

There’s been a fat disturbance in the Force.

Jim Yaghi sent me this last week:

(He runs my AdWords campaigns)

“you and me bro, a freakin force to be reckoned with! i’ve never seen anyone convert anything anywhere like these numbers. I’m talking about your optin rate bro, it’s off the CHAIN. there were times when you were doing 1/3 clicks to leads. Your ads have been seen in the last 30 days, over half a million times (615,000). Of those, the last 3 days they were seen 165,879 times. And we’ve barely scratched the surface. it’s a small campaign with only a handful of ad variations.”

(NOTE: My sales were higher than they’d ever been during those 30 days, too.)

Sigh.

Just more proof elBenbo has been a durned fool NOT using paid traffic years ago…

More:

I’ll be adding Twitter ads to the mix soon, as well as PPV (both managed by the esteemed Shane Hunter? — if you haven’t hired Shane to create traffic for you, wtf is wrong with you? His Facebook ad skills *alone* will put you on top).

And, after that, YouTube ads.

And, after that, who knows?

But, the point here is this:

I’ll be updating Email Players subscribers on things I learn next year from these paid traffic adventures. Including lessons you can use in your own campaigns, people to hire (like Shane and Jim) to do it for you, and ad writing tips.

Speaking of which:

Jim shared a doozy of an adwords writing tip with me the other day.

It’s the exact opposite of what everyone else does on AdWords but it’s a huge part of why my ads are converting so well and why my opt ins are going up so fast.

Unfortunately, I don’t think he wants me telling anyone about it.

(Nor do I blame him)

But, *if* I get his permission you can bet your sweet, hairy arse it’ll be shared in an upcoming issue.

(Oh c’mon, you love to be teased like this, admit it…)

In the meantime?

For hardcore monthly email training, high tail it on over to:

www.EmailPlayers.com

Ben Settle