Ben Settle

“I don’t argue with doctors. You know what I’d say to them? ‘Take your clothes off and let me see what you look like.’”

So said the legendary body builder Vince Gironda.

Reminds me of what fitness bros onTwitter dismissively tell skinny reply guys:

“Post fizeek”

i.e., let’s see what you look like.

The reply guys never do, of course.

Got a lot of this in the online marketing world, too – reply guys yapping out unsolicited advice, opinions, conjecture. And I think it would be amusing to dismiss them in a similar manner:

“You send too many emails”

Post bizeek.

“You sell too much in your emails”

Post bizeek.

“Your emails are too long”

Post bizeek.

“Your books are too expensive and nobody reads anymore”

Post bizeek.

“You’re too mean”

Post bizeek.

“You need to offer an audio and PDF version of Email Players”

Post bizeek.

“You should give me lots of value for free before selling me something”

Post bizeek.

“You should let people who cancel Email Players come back”

Post bizeek.

“You should track open rates”

Post bizeek.

“If you don’t use AI you’ll be left behind”

Post bizeek.

“You need a nurture sequence”

Post bizeek.

And on and on and on it goes. I never reply back to these dorks.

But if if I ever did, I’d just say:

“Post bizeek”

i.e., show me YOUR business.

No, don’t show me your client’s business. Or that tech company that was handed $20 million in fundings’ business. Or your favorite goo-roo’s business. Or some guy who wrote a book’s business. Or that blue flame special prancing around the mastermind room talking out of his arse’s business… show me YOUR business, that you built, not someone else… and show me how your business has achieved exactly what I am trying to achieve with my business and maybe I’d listen.

Enough reply guy goop for the soul.

To read about the paid Email Players newsletter go here:

www.EmailPlayers.com

Ben Settle

In which the question of the hour is asked:

“In your experience, what are the best ways to weed out non-buyers? I sometimes delete readers who haven’t bought anything for over five years and only ask questions by email. One of the most important things I learned from you was the quality of the list, not its size. That’s why I only focus on growing the buyer list, not the reader list. I would be interested in your best practices on how to weed out non-buyers via the daily email, so to speak.”

Here are my thoughts on it:

* Do not whole cloth delete the non-buyers

* After all, you never know when they will become buyers

* The people replying are great to keep on your list for fodder (questions, trolls, ideas)

* They are also great to keep on your list because Gmail, Hotmail, Yahoo, etc see them replying to you and see you are a real person, and that can potentially help your inbox deliverability – if anything, you should want more of them

* If you want a clean list I suggest scrubbing your list

* When scrubbing your list remove the bots and catch-all addresses “help@“ or “admin@“, “swipe@” and all the other ones probably nobody is checking or engaging with

I will also say this:

This has been coming up more and more and more over the past year or so. Probably even longer, for all I know. So until proven otherwise I will just assume someone is prancing around a mastermind room somewhere teaching people to delete everyone who hasn’t opened, bought, or engaged in 30 or 90 days or whatever. I will also assume until proven otherwise it’s something people who have no clue how the long game of email or direct marketing actually works teach to others who have even less of a clue — and how unreliable tracking opens at all is in the first place.

Of course, some dork on social media will now probably say:

“Ben says not to track!”

No, Maynard.

What I am saying is that a lot of email tracking is unreliable.

Useful?

Yes, especially when looking at trends over time.

Profitable?

Of course, if you use it right.

We even have tracking and automation mechanisms (designed by my biz partner Troy Broussard — an actual scientist, who gets how for real scientific testing works from being both a Navy Nuclear Engineer and from when he was the Executive Director of Technology for Encyclopedia Brittanica running a $12 million department of developers… not to mention when he was doing all the test/tracking/automation for as many as 50 million emails per month as a consultant) baked in BerserkerMail, after all. But if you think all the major email clients from Gmail to Yahoo to Hotmail to Protonmail to Apple’s Mail and everyone in between are not making it harder — and certainly not easier — to track, by design, to protect their users from you… then, well, I don’t know what to tell you.

Go ahead and delete your whole list for all I care.

Because if you keep deleting people whole cloth you’ll get the same results either way.

My opinion.

It’s also been my experience, too, for over 20 years.

When you send emails people want to read that sell offers people want, you start seeing how many people are buying without being tracked, are not shown as opening or clicking anything yet you still see them buying… and in some cases are maybe not even on your list at all — as someone who is on your list who is also not being tracked by today’s flawed tracking software told them about you, they found you, bought, and the list goes on.

That’ll do it for today.

To read about the paid Email Players newsletter go here:

www.EmailPlayers.com

Ben Settle

Behold a tale from the free BerserkerMail Mead Hall Facebook group:

I was asked about why I only do double opt in email lists.

But before I list my reasons, a caveat:

Just because I say I do something or don’t do something does not necessarily mean everyone should or should not do whatever it is. Nor does it mean it’s necessarily the best course of action for every business in every circumstance. Unfortunately, a lot of peoples’ TikTok brains have been addled by social media grifters and now see everything someone says as an absolute — and get defensive if someone says anything contrary to what they or their favorite goo-roo says about anything at all, about any subject at all, in any context at all.

It’s amusing I have to give that caveat.

But that’s where we’re at in 2024.

All right, here why I do double opt-in…

1. Better inbox deliverability:

I put this first because apparently some email deliverability experts are saying it’s not good for deliverability or something. I don’t know that for a fact and heard that second hand. But it would not surprise me if that is the case.

2. Less likely someone accidentally subscribed or will forget they subscribed even if they did so on purpose:

They did, after all, take the trouble to double opt in and confirm they want to be there.

3. Less bots joining your list:

You won’t stop them all with double opt in, but it is a barrier. And speaking of barriers…

4. Barriers create credibility:

This is an old Dan Kennedy’ism I have been applying to many areas of my business for a very long time. Especially when it comes to curating my list. The more barriers you put up to a sale (or opt-in, in this case) the more time/money/emotion/energy (an old Jim Camp’ism about negotiation) the lead has invested in whatever you are keeping them from once they get it. This can happen on a big or small scale depending on the situation. With double-opt in it’s obviously a small scale. But it is what it is and is still a barrier.

5. Less spam complaints:

There is a much better chance a double opted in lead wants to be there, and so won’t as easily forget they subscribed and reflexively push the spam button as a result (which hurts inbox deliverability as well as could get you kicked off your ESP if it happens too often.)

6. I’m a 4 quarters vs 100 pennies kinda guy:

I far prefer a smaller but more curated list than a bigger and less curated list. And double-opt in helps me sustain a smaller but more curated list over the long run.

7. Better engagement:

This is totally anecdotal… but since co-founding BerserkerMail and for whatever reason, an awful lot of new opt-ins reply to my auto-generated message telling them to double-opt in with a “done!” or something acknowledging they double-opted in. That did not often happen before BerserkerMail. I am not even sure why that is the case as I’ve always more or less used the same message. But that can be good for inbox deliverability since it shows Gmail, Hotmail, etc (whatever service they are using) that I am a real person, not a bot, and someone they like to engage with.

There are more.

But that’ll do it, I think.

I have seen all the above play out not only in my own biz the last 22+ years, but in friends’ businesses, clients’ businesses (when I did client work), customers’ businesses and just by observation of many other businesses, including my other businesses.

Would I ever do single opt-in?

Yes.

Like, for example:

If I was paying for leads I would do single opt-in.

And certainly I would do single opt-in if I treated email list size like dik size. That way I could brag to a bunch of make money online mopes on social media about how big my list is, since it would likely help me get more of them as customers. But I don’t cater to them at all — and I actively try to repel them since they make such horrible customers for my particular offers and I legitimately cannot help them anyway. Maybe I would also do single opt-in if I sold advertising as my main business model (and it is a sound biz model for those with good list-building game imo) where people at least partially judge how much that advertising space they are paying for is worth based on list size.

There are probably other reasons I might do single opt-in.

But the point is not when or why I would do single opt-in.

But why I don’t do single opt-in.

And the 7 reasons I do double opt-in above are some of those reasons.

But mostly it boils down to this:

I focus on the relationship first and foremost and always have. Get the relationship part right and the other metrics people online fap to — not to mention sales, engagement, long term loyalty, etc — mostly take care of themselves, in my experience.

Notice I said “my” experience.

It is hard for me to imagine where selling the relationship first would not be most beneficial for a business taking the long game in mind. But the vast majority seem to think chasing metrics and algorithms and trying to game Google instead of just learning how to sell first is what works.

They can do what they want.

But curation is my main list building “tactic” if you want to call it that.

And a lot of that starts with double opt-in.

For more approaches like this see my paid Email Players newsletter here:

www.EmailPlayers.com

Ben Settle

A question about my email sequence-less ways:

“Hey Ben, quick question (not relevant to the current offer as I’m not qualified right now). Why do you not have a welcome sequence that would provide a more seamless introduction to your world? I feel that when there isn’t such a sequence in place, it takes longer to build the relationship. I’m not asking if you’ve thought of it, because I’m sure you have and decided against it. But I wonder why. Cheers!”

Answer:

Same reason Rush Limbaugh never had a “welcome sequence” of shows to listen to:

I sell the relationship in every email. Frankly, it’s what I first and foremost do sell. I don’t give a flying rodent’s puckering backside about selling the click, the open, or even the offer at first — I sell the relationship, even if that means the email is sometimes a blatant sales pitch.

Example:

A few months ago I generated my lifespan report inside BerserkerMail.

And since using BerserkerMail back in June 2021 (when I became the main “guinea pig” to warm up the IP)… and after sending over 120 million emails, getting nearly 15 million opens, generating 290,000+ clicks, earning over 20,000 unsubscribes, and getting slapped with just under 2,500 spam complaints… I realized two things:

1. It was a helluva lot easier & less frustrating to load/send/schedule those emails than it would have been with all the other ESPs I’ve used

2. My “opens” and “clicks” are clearly nothing to brag about if you go by the metrics goo-roos fap themselves blind to… although our Enterprise sender was astonished I get the engagement I do considering the sheer volume of emails I send, which is not “supposed” to work

But I couldn’t care less about either of those metrics.

What’s far more important to my business is the relationship and ROI. I’d take the Pepsi Challenge pitting the relationship I have with list vs anyone else’s in my industry any ol’ day of the week.

To me it’s ALL about the relationship.

Get that right and you almost can’t lose even if your copy is still weak, your offers are not yet the best, and your list is currently puny. At the same time, if you get the relationship wrong and it’ll be hard not to lose — even if your copy is brilliant, your offer is amazing, and your list is 1 million+ in size.

That’s not a license to sell crap or not grow a list and improve your skills obviously.

But anyone not guzzling the goo-roo kool-aid knows that.

So I sell the relationship in every email.

And other than a welcome email I’ve never used or needed a welcome sequence, “indoctrination” sequence or, worse, “nurture” sequence… nor have I had to send “good will” emails (where nothing is for sale, to show people what a swell guy you are by not selling), or do any of that amateur nonsense you see people do who have trouble connecting with another human being with their words. An exception is when doing a test drive sequence for SaaS but even that is still also selling the relationship while also demonstrating the offer.

Every email sells two things:

The relationship and the offer.

The one has to come before the other far as I’m concerned.

This is probably considered controversial or contrarian by some people.

But like practically everything I say, do, and teach… it’s merely selling 101.

For more approaches like this see my paid Email Players newsletter here:

www.EmailPlayers.com

Ben Settle

One of my Email Players subscribers — who does not wish to be named for obvious reasons — told me about a new client doing a lot of dumb things, with lots of ways he wants to help them and get paid more by them… but is not sure how to go about approaching them and offering to help.

My advice:

“it’s temping to meddle but in my experience let them hang themselves with their own rope on mistakes, when things are dire then, and only then, offer to fix”

I say this as someone who wants nothing to do with client work.

So I bring a blatantly biased contempt to the table with these things.

i.e., take with big, fat grain of chili pepper.

But, clients or customers or anyone else… I am a big fan of selling “medicine” to the “sick” (not literally – this is all figurative, I say this for the alphabet agencies who may be snooping in on this…) and those looking for a cure for something that ails them. I learned this the hard way when I graduated college and hopped into an MLM and tried selling my family and friends on things they didn’t think they needed but that I figured they would want and needed.

Total waste of time and counterproductive in every way.

Trying to (figuratively) convince someone without a headache to buy aspirin is pointless.

But a guy with a four-alarm hangover?

That one is ripe for selling to, will probably welcome it, even eagerly buy. To try to convince people they are sick when they have no symptoms, are in danger when they don’t realize it, are self-sabotaging when they think they are crushing it or whatever is a big, fat exercise in futility in my experience.

This is the problem with a lot of marketers.

They have great ideas, great products, and maybe even excellent offers.

But far too many merely have a solution looking for a problem. And it shows in their frustration, and having to constantly haunt masterminds and buy coaching for answers… when if they simply started with looking for a problem to solve first, and then built or found a product around solving the problem… there would be no need for much else other than get that offer in front of a moving parade of people with that problem.

Something related:

One good thing I’ve noticed in my Twitter replies over the past year since getting back on there is the growing number of people wanting to learn more about the fundamentals of direct marketing, copywriting, and email. Every time I post about the subject several will ask where they can learn more about the fundamentals, what books, etc.

I always take that as a good thing.

So here is a crash course in the fundamentals.

It all starts with:

1. Find a problem

2. Solve it

Ooh.

So advanced!

Maybe it’s not sexy. But just taking that to heart will solve probably 95% of your marketing and copywriting questions, frustrations, insecurities, and uncertainty. Even if you bungle on a multitude of levels, just getting the above right can keep you on track, can work if you write horrible copy, and can see you to the end even if you don’t really know what you’re doing.

My opinion:

Just applying the above would eliminate probably 99% of cold DM pitches and emails from these blue flame special more worried about how to warm up 100+ domains to send cold pitches through than just building and growing a legal opt-in list. And just living the above, as a way of doing business & living life in general, would probably create such an overwhelming rush of success for a lot of boys & ghouls up in this business they’d wonder how it could possibly be that simple and easy, and be tempted to think it was luck or there must be more to it.

But it’s not luck and it’s no more complicated than that.

Find problem – solve it.

If you want to stand out from probably every single business you compete against just do that one thing, and do it well, and work hard at it every day. While everyone else is running around shooting their solution at everyone like a shotgun, missing 99% of the time and maybe hitting the target by complete accident if they even do… you are more like a sniper with a rifle with an infrared scope, perfect wind conditions, and hitting targets looking to be shot.

That analogy always breaks apart eventually.

But you get the picture…

All right on to the business.

If you want to check out the paid Email Players newsletter go here:

www.EmailPlayers.com

Ben Settle

I am now officially part of the vile media class I hate so much.

i.e., as of last week I own 10% of a paper n’ ink “dinosaur media” newspaper.

Why would I become a part of that which I so despise (the mass media)?

Well, because of this:

Many years ago — way back in 2007 — I got hired by a guy who was doing business with Dan Kennedy’s printer friend (Pete the Printer) to go through a whole bunch of Dan’s old ‘NO BS Marketing Letters’ and write ezine articles out of them. It was one helluva edu-ma-cation, too. And while the gig didn’t pay all that much, the knowledge I learned, started using, and am still using to this day was priceless.

Example:

One of the themes he kept hammering home was “own your own media.”

The more the merrier.

Got an email list?

Good.

That’s your own media.

Direct mail list? Website? Membership site? Mobile app? Podcast? Print newsletter? YouTube? Social media account? All various forms of media. Some medias are better than others, of course. Most you won’t own, and can be taken from you (social media accounts, YouTube account, iTunes, etc). And a few you do own as an asset (direct mail and email list — if you are wise enough to export it, at least.)

Anyway, I remember thinking hard about that.

It’s one reason I wanted to do a print newsletter, for example, and later invested in a mobile app company we sell at Learnistic. Those who possess my elBenbo Press book can see how I use all my various media platforms — including my print books, which are each their own “media” the way I use them — so I am not going to belabor that here. But I do remember around 2019 when gearing up to start writing my elBenbo Press book realizing that one day I would like to own a whole other kind of media:

A newspaper.

Why?

Because I love the print business.

And it’s why I continue doing it even though year-by-year with inflation, paper shortages, flakey delivery services, etc it’s getting less and less practical… not to mention the growing number of adults who are functionally illiterate and can only follow short attention span-friendly medias.

This is no joke, either.

Just yesterday I heard from a guy who had his first Email Players rebill and asked what he could expect now, and am I sending him a new book each month like the Email Players Skhema Book? I almost thought he was joking. Especially considering the sales letter is written in a way where even a 4th grader can follow it, with a big yellow page after that reminding you again of what you’re buying… not to mention two boxes that require being ticked before one can even advance to the order form at all that also tell you what you’re getting… and then the offer summarized in more 4th grade level language in bullets right on the form one more time just in case.

Yeesh.

Doesn’t bode well for anyone selling anything that requires more than 5-seconds of reading to consume if that’s where it’s headed. But I don’t care and do print anyway. And my long time customers are lightyears ahead of the typical crowd fapping to all-things digital.

Anyway, back to newspapers:

Stefania used to say back when I first told her 5 years ago I wanted a newspaper:

“Well Ben, you said you want a newspaper, that means you’ll have one.”

And for the next few years after that I looked around at the possibility of buying one of the local papers here (which has like 2,000 circulation, if that, and no idea if they’d have sold it to me anyway). Or, maybe, just started my own. But the problem with that is time. I only have so much of that precious commodity. And as much as I enjoyed the idea of having a little print rag, the time investment of running it, my hatred of dealing with employees, having to diddle around with yet another company’s books and taxes and day-to-day, etc would have taken me away from other activities I would rather spend that time on.

So I put it all on the shelf and just kept my eyes open.

Then, a few years ago, Email Players subscriber Richard Emmons went and did what I didn’t:

He founded a newspaper!

A pro-freedom newspaper that is what the media is supposed to be:

A government watchdog and not a government lapdog.

He lives about 2.5 hours from where I am in the same state, but in a different county, yet close enough where his news has an effect on where I am at. I really digged on what he was doing, too, and supported it. By that I mean, yes, I of course subscribed… but I also made a couple decent-sized donations to it to help his Mission with it, and do my little part to help him turn the tide of corruption and all-around misery, drugs, & death that plagues this state. Calling Oregon a “shyt show” is more literal than not in many areas. And with the influx of Californians bringing their idiotic voting patterns with them that created the problems they are fleeing, it is only getting worse.

Fast forward to a few months ago:

On a lark I told him if he was interested in taking on investors I’d be game.

I don’t know if that was his plan all along or if I planted the seed.

But as of a week ago I am now officially 10% owner of The Oregon Eagle.

And the timing couldn’t be better.

Especially with the election coming up.

(Will likely write a lot about this)

Stefania is also a reporter for it – covering our county – and she has already helped start the process of exposing some potentially corrupt shenanigans going on with a ridiculously high property tax levy so big it will, quite literally, send a lot of retirees here to join the homeless population (it’s bad) if it passes, with suspiciously little transparency and a whole lot of double talk that she documented.

She’s from New York where this kind of corruption is practically a trope.

So she has a special interest in helping stop it.

Anyway, back to the point:

Owning this particular kind of media goes far beyond just an email list, direct mail list, social media, mobile app, print newsletter etc. And it opens up all kinds of new possibilities for not only my business, but potentially for some of my other businesses, not to mention an opportunity to help have real impact on politics and the culture instead of just arguing and complaining about it on the internet and social media all day like everyone else does.

No, I have no real responsibilities or any editorial control.

Nor do I do any copywriting or emails or anything like that for it.

I am mostly just a resource of knowledge and marketing ideas if/when needed.

But, it’s my toe-hold into the print newspaper world.

And now that I am in?

I daresay it’s time to outdo Hearst and get to work starting WW3..

Whatever the case, there’s probably no reason to subscribe if you’re not in this state.

But if you are, and want to check it out, go here:

www.EmailPlayers.com/oregoneagle 

Ben Settle

A while back on Twitter reader asked:

“Ben, how much time do you spend writing fiction? Or is it quite sporadic? When did you start? Seems like challenging work on top of everything else you do”

Fiction is like eating dessert for me.

i.e., can’t have my pudding unless I eat my meat first.

So I schedule time for it usually months in advance.

Example:

When I wrote my last novel (Enoch Wars: Serpent Seed) I spent about 5 months getting ahead on emails, offers, sales pages, and other projects to carve out 6 weeks or so to write the first draft. Then I did other work for the next 4 or 5 months to get ahead after that so could carve out two months to edit that novel.

Another example:

When I had the urge to turn my first novel (Enoch Wars: Zombie Cop) into a screenplay I spent probably 7 or 8 months doing a ho’ bunch of other work, offers, emails, sales pages, ticky tack projects, etc before having a good month and a half to do that. Then, I took a couple weeks “off” from it to write the 64-page January 2024 Email Players issue (150th milestone — wanted to go big with it) just to come back and finish it up after that.

Yet another example:

When I decided to totally rewrite that first novel based on that screenplay (which was not intended, huge pain in the ass, and not just for me..) I spent a month getting ahead on Email Players and other stuff, before banging out the new novel and other work that entailed the last week of December, and the following January this year.

Anyway, fiction, non-fiction, whatever it is… I live and die by a schedule.

And that means an ever-growing & ever-changing daily list of tasks.

I am not sure how people do business any other way.

Nor, really, do I care.

But when it comes to putting out a lot of content that is what works for me.

To see my full approach to email marketing see the paid Email Players newsletter here:

www.EmailPlayers.com

Ben Settle

The short answer:

Take a market-first and not a marketing-first

I’ll use all the scamps spanking out cold and canned messages to randos as an example of what market first vs marketing first looks like. A market first approach would not include haunting DMs on social media like you’re sending dikc pix on grindr to strangers hoping to score.

Instead it looks more like this:

+ Pick 10 businesses you like, follow, respect, believe in what they are doing/selling – and, even more important, have bought something from and used it and benefited from it

+ Research them on their sites, their social media, Google, etc

+ Try to get an intro from a mutual friend

+ Or stop being like a timid little woodland creature hiding behind the internet and write them a snail mail letter, sent via FedEx, signature required – guaranteed to be received, noticed, opened, at least read

+ In that letter don’t pitch them or try to be cute… just tell them you’re a fan, how much their business has helped or inspired you, whatever it is you truly think…

+ Do not give them unsolicited advice, they don’t care

+ Instead tell them you would love to work with them in some capacity, any capacity, you just want to be a part of what they’re doing – all this has to be true, of course

+ Don’t give any deadlines or CTA’s – this isn’t a pitch, it’s a warm, personal, fan letter telling them how much you respect them and want to be a part of what they’re doing, even if it means doing some menial tasks for free for them that are way below you, that they could hire someone at minimum wage to do

+ What that would be would obviously depend on what intel you get from researching them

+The key is to offer to be useful – chances are you will see stuff about their businesses where you could be useful, make their lives easier, take stress off their plate

+ Will you get 100% response/replies? Absolutely not – but if you do it right, do your homework, aren’t a money twitter schmuck about it… I can almost guarantee you will hear from at least one or two, and even if they can’t use your help for something, you can always ask if they might know someone who does

+ Don’t pester those who ignore you or aren’t interested, you’re not that persuasive

+ In the meantime, if you are low on cash then get a real job so you don’t “need” a response – and come from a place of financial security instead of neediness, which people can smell like shyt on a shoe and want nothing to do with

+ I defy anyone to do the above and not come away smarter, better connected, be more respected, with more referrals/leads – and, also, with  “tentacles” out in the marketplace you would never get by blindly spanking out cold DMs to strangers on social media

Is that it?

No.

You should be growing an opt-in list you mail each day to demonstrate your knowledge, that you have a work ethic, that you are someone worth hiring. Do that right and you may just find clients coming to you, instead of you going to them.

But ideally do both ways.

That’s how you grow a solid customer base who never leave you nor forsake you.

To learn the email-side see the Email Players newsletter here:

www.EmailPlayers.com

Ben Settle

Came a question:

“Ben, What’s been your general experience with female customers/leads? Are they annoying/different to deal with in any particularly noteworthy way? I don’t mean customers annoy me or I find women annoying. I guess what I mean is if they’re more likely to be (unreasonably) demanding, or (overly) fussy, or likely to be a pain/cause drama, just due to their more emotional nature/communication style. Or maybe you’ve found the opposite and they actually tend to be more pleasant to deal with. Just curious because I’ve only ever sold to men, which was fun”

In this guy’s case I gave him an example:

I told him I used to co-own an info publishing biz in weight loss selling to women.

But I never really enjoyed writing the emails or sales copy to that market compared to selling to guys. In fact, at that time I was simultaneously off-and-on writing ads and/or emails for three male-dominated markets – golf, self defense, and guys with prostate problems. And I was having a lot more fun writing that copy, especially the self defense stuff where it started becoming almost more like screenwriting than copywriting.

I was good at selling to women, but it wasn’t much fun writing about feelings, validation, & jealousy.

But writing about violence, solving horrifying male health problems, and winning?

That was a blast…

The flip side of that is:

My female customers — a very small segment of my customer base, probably less than 10% of my buyers — tend to be some of the most loyal and successful customers I have. It’s literally how I met Stefania, (I, uhm, “recruited” her from the fanbase…), where we found BerserkerMail’s COO & now co-owner Nicole English, and how I ended up hiring Email Players subscriber Kia Arian for all my design-related projects for the past 7 years.

To flip back yet again to the other side…

While back Email Players subscriber & BerserkerMail co-owner John Wood posted on Twitter:

“Which chromosomes are watching the BerserkerMail YouTube channel? Not an egg carrier to be found, probably thanks to elBenb0 ‘s wicked ways”

Followed by a graphic of which of the two genders is consuming all the free content (much of it originally part of a $500/month coaching program, if that tells you something) BerserkerMail YouTube channel’s content.

According to the stats:

===

GENDER

Last 28 days – views

Male 100%

Female 0%

User-specified 0%

===

The point of all this Ben-splaining?

Probably there are several.

And while the following might seem like a totally different topic, I think it is related.

And that is:

The question above got me to thinking about one of the single most important consistent truisms in marketing that applies to both genders in any market, niche, industry, product category — man or woman, zoomer or boomer, GenXer or Millennial, and anyone else in any other demographic or psychographic.

And that truism is:

Don’t listen to what someone says they want.

Pay attention to what they’re buying.

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Ben Settle