Ben Settle

In today’s “Ben Settle Show” Producer Jonathan and I yet again plunge our sparkling clean hands into the filth of what I call “dull unpolished objects”.

Here’s what’s inside:

• Who my favorite all-time copywriter is (and why it matters).

• Why you should stay away from big product launch sales letter online if you’re studying copywriting.

• My uncensored (and short) opinion of Jeff Walker’s Product Launch Formula.

• Is NLP necessary for writing high selling copy?

• Why the top old school copywriting and marketing minds (who have been doing this marketing thing since the rest of us were still in our mama’s womb) don’t use so-called “ninja” tricks and tactics in their ads.

• Why Todd Brown (marketing funnel master) is my new marketing hero.

• The elevator pitch that (quite literally) changed the world and saved millions of lives.

• How to “arrange it” so you only have the best customers coming to you. (These kinds of customers aren’t looking to save money, they’re looking to spend it.)

• Advice to massage therapists for doubling their income within 90 days while doing less work, and dealing only with clients who are happy to pay a higher fee.

• Kojak’s secret for charging higher prices for lesser quality products and services. (Works even better for higher quality products and services, like yours…)

• What “making the skeleton dance” means… and how it can sprinkle many more rupees into your hot little coffer.

• How to spin nasty 1-star reviews into reasons to buy.

• And a hooooo bunch mo’…

Download this bad-boy here:

www.BenSettleShow.com/antipreneur

Ben Settle

Let’s talk about one of my favorite business books:

“The System Club Letters”

(By Ken McCarthy)

In the book, Ken talks about his high school basketball coach who, from the way he describes it, was quite the task master. Ken’s team had an abysmal record (including getting beaten by 100 points once, something like that) and sucked out loud. Then this coach came in and, by the end of the season, they were one of the top basketball teams in their conference and, even when they lost, they didn’t lay down.

What did this coach teach these boys?

These kids who were so awful at the sport?

Layups, passing, dribbling… the basics.

Every day, that’s all they practiced. They weren’t taught anything fancy, no super moves, no trying to dunk it or play Michael Jordan. Just the raw fundamentals. What I would call in marketing land “dull unpolished objects.”

And guess what?

That’s what we rap about (again) on the podcast tomorrow.

Four more dull (but deadly to your competition) unpolished objects.

Methods of marketing that let even raw newbies fly right past people with more experience and edu-ma-cation.

Anyway, more on this tomorrow on the show.

Until then?

Download past shows here:

www.BenSettleShow.com/antipreneur

Ben Settle

Last month I was a guest on Kevin Rogers’ podcast and we talked about how I’m probably the biggest product launch jerk there is.

How so?

Well, for one thing I don’t like participating in them.

In my way of thinking, and from raw experience over the years, I make FAR more sales when I don’t participate in a launch and sell a product (in the rare cases where I sell products as an affiliate) weeks or even months later.

Why is this?

Because of something I heard Ken McCarthy say:

(And I’ve found it to be true)

He said (generally speaking) 5% of people in a given market will buy anything and everything.

They are the hyper-buyers.

They buy from every launch.

Every special sale.

Every offer dangled in front of them.

There are many reasons why I don’t like selling to this 5% — including a lot of this group (not everyone in it, obviously) are the biggest refunders, whiners, complainers, and disloyal customers in many cases. Doesn’t make ‘em bad people. Just not the kind of buyers I want.

Anyway, these are also the launch buyers, too.

Ooh they loooooove them some product launches.

They eagerly await everyone’s new launch, and the discount people usually get a launches, and the intoxicating hype and fanfare associated with a lot of launches.

And, I am happy to let the other affiliates get them.

(Which they will, during a launch.)

Me?

I go after the 10%-25% of a market who is skeptical.

This segment is 2-5 times bigger than the hyper buyer population.

And, most of them are turned off by a lot of the typical fake excitement marketing ploys and tactics, copy-and-paste affiliate emails, and all the hype and hootenanny. That means, the vast majority of marketers have no clue how to sell to them, making it way easier for me to. (Especially after all the other affiliates have tired themselves out during the launch).

Hey, when everyone else zigs, elBenbo zags.

(If’n you catch my drift…)

This bigger group are thinkers, too.

They carefully think before buying, sometimes need to read an ad several times (and will love daily emails done the way I do them), wait to see what the reviews are before buying, and so on.

Those are my kind of buyers:

(1) There’s a lot of them (way more than the hyper buyer population)
(2) They likey my kind of marketing (and turned off by most others)
(3) They like to be sold, but hate being pitched

(With my system, you sell, not just pitch.)

There’s also another aspect to this.

A technical side that has never sat well with me.

And that is imperfect tracking technology giving other affiliates credit for someone’s sales.

Example:

On the last launch I was an affiliate for, there were way too many people getting credit for sales generated, with proof (people who could not have possibly been cookied or retargeted by anyone else), that other affiliates got credit for. And, let’s face it, for every one that was caught there could have been others weren’t caught.

I’ll never know for sure.

But, as a wise man once said:

“There ain’t  just one ant  in your house”

BTW, I don’t want to imply there was any “foul play” involved.

There wasn’t.

It was purely a technology thing.

I’m also not the only one who’s experienced it over the years. And, I don’t know about you my little droogling, but I have no desire to waste my time and talents making sales for other people.

So there you have it.

Why I don’t do launches as an affiliate.

Incidentally:

The September “Email Players” issue talks about my 4 criteria for picking a product to sell as an affiliate. I’ve had some pretty good success with affiliate marketing, beating people with far bigger lists and influence than me. And, while my email system has a lot to do with it, picking the *right* product is far more important and profitable.

The formula I use has been worth a lot to me.

I can’t even count how much at this point.

And, I reckon it could be to you, too.

(Assuming you do affiliate marketing.)

Time’s getting tight with this, though.

Subscribe here in time to get it before it goes to print:

www.EmailPlayers.com

Ben Settle

One of my favorite guilty pleasures is the movie:

“Blue Velvet”

It’s by director David Lynch.

(An odd fellow to say the least.)

And, I’ve learned a lot about writing subject lines, headlines, and copy by “osmosis” from him (i.e. watching his films). Anyway, there’s a scene in “Blue Velvet” where the main villain (a psychopath played by the late, and esteemed Dennis Hopper) kidnaps this college guy who’s trying to get with the girl he wants, and takes him to a bar.

He asks, “what kind of beer do you drink?”

The college kid says, “Heineken.”

Dennis Hopper violently collars the guy and says:

“Heineken!!? Pabst Blue Ribbon!”

Anyway, Dennis’s character reminds me of my droogie Eric McMillan — a self-described redneck, duck hunting aficionado, and one of the single best traffic guys on the planet (who I’m wanting to hire to do my Pay-Per-View ads soon).

If Eric had an apprentice, he’d ask the poor schlub the same question.

(“what beer do you drink?”)

And, if his apprentice answered with some sissy beer like Heineken, Eric would collar the guy and tell him no way in hellz, you’re gonna have Pabst Blue Ribbon, and you’re gonna *like* it.

Okay, so what’s the point of all this drivel?

This:

Eric is not only one of my business partners, but he’s also an “Email Players” subscriber. And recently, he was forced to grit his teeth, knock back a Pabst Blue Ribbon, and begrudgingly admit this about the “Email Players” newsletter:

“Shit I can’t remember how long I’ve been a subscriber. All I know is that I’ve made more money every single month because of being a subscriber it ain’t even close.”

If’n you’re interested in learning about this rag, do this:

1. Go to the URL below

2. Read the sales letter carefully

(Don’t skim like an over-excited goo-roo fanboy)

3. If it makes sense, and you qualify, give it a shot.

No, it ain’t for everyone. Frankly, it ain’t for most people. In fact, it’s expensive and you’re expected to work (no “push button” claims to it).

But, if you qualify, it may be just what the redneck ordered.

Details here:

www.EmailPlayers.com

Ben Settle

Let’s rap about Gmail’s “promotions” tab.

Specifically, people’s emails not making it to inboxes from Google shuffling it to the promotions folder. I wrote last month about why I don’t worry about it.

But, I got a good question about the customer service side.

Here it is, with my reply:

I really appreciate you addressing this and I certainly “get” your perspective on it, HOWEVER, What about when those tabs cause issues with people not seeing (at least in a timely manner) replies to support tickets they’ve sent in??

They end up all kinds of pissed off when they think they’re being ignored, even to the point of refunding on lifetime memberships and canceling monthly members.

I run the support desk and I often have issues with my replies ending up in the “Social” tab if I’m resending them the link to join our private Fb group, or maybe the promotions tab depending on what other links I may need to send, or even their spam folder.

Do you ever have this issue or heard of others who do?  Any thoughts??

My advice:

Send them a real live piece of mail (with a stamp and everything) right when they buy, telling them how to contact you via phone and how to change their gmail preferences about the promotions folder, etc.

If they drama queen after that?

Tell ’em they’re dismissed, and find a better customer.

I’ve had to do that a few times.

And, believe you me, you’ll be doing yourself a favor.

Easy peasy Japanesey.

“Email Players” info here:

www.EmailPlayers.com

Ben Settle

Just finished watching “Nightcrawler” for the second time.

A truly fascinating movie.

Especially if you’re in business.

It’s basically about a sociopath who starts a business getting violent crime video footage and selling it to local news networks. And it’s one of those movies where the villain is the hero and vice versa. And, even though he does some truly despicable things, I found myself rooting for him (not unlike the character Cobblepot in the TV show “Gotham”).

Anyway, the point?

The main character is one shrewd negotiator.

And, it’s worth watching just to see how he negotiates.

(If you strip away his unsavory motivations and methods, there’s some golden persuasion and negotiation nuggets in there.)

So, watch ye the movie.

You’re welcome.

Speaking of negotiation:

One of the many cheap, “bargain basement” priced books I have on Kindle is all about negotiation. It’s very short (like 15 pages, maybe even less) and costs a whopping $2.99. But, I’ve used the tactics inside to make out like a bandit for everything ranging from buying and selling my cars, getting the lowest prices possible (and the highest prices possible for stuff I sell) to getting top dollar from clients.

It’s all simple stuff, too.

(I don’t do complicated.)

If’n you’re interested in seeing it, go here:

www.BenSettle.com/negotiate

Ben Settle

P.S. It only has but one lonely review.

And, it says:

“Read this book in about an hour. Highlighted the important parts, Committed to try one each day. We see these tactics used all the time but they are so subtle no one realizes the psychological effects they have”

If you buy it and like it, mayhaps you’ll leave a review, too.

But, even if not, the info will make you more of the green stuff.

Here’s the link again for your bad self:

www.BenSettle.com/negotiate

“Email Players” subscriber John Hillage says on Facebook:

Quick testimonial. On a week’s holiday. Last week wanted to fund it. Short on time. Did a product sale of a 27 dollar report. Used Ben’s tactics of web M.D. ____ emails plus stories from ____ emails. Put a bullet based quick sales letter up. Used Ben’s bullets newsletter. Normally takes me weeks to write a letter. Got it done in 6 hours. Emailing daily has definitely sharpened my letter writing. Result- 40+ sales to the least responsive part of list (best customers already got it). Holiday rental paid. Thanks Ben.

Thaaaaaat’s my boy.

Your milage will vary, of course.

But when you do email right, have a responsive list, and sell products they want, things like vacations don’t have to be slapped on a credit card or stressed over to pay for.

Here’s the attitude to have:

Want to go to Hawaii for a week first class?

Write some emails.

Need some quick cash flow?

Write some emails.

See a cause you want to contribute to?

Write some emails.

I think (and I’m right) everyone in business should think this way: If you want something, belt out an offer and pay for it. It’s not brain surgery, and can be a lot of fun if you know what you’re doing.

Next “Email Players” issue goes to print soon.

Tell your travel agent to standby and go here:

www.EmailPlayers.com

Ben Settle

My ex-copywriting apprentice recently got this Flakebook message:

“Hi I’m reaching out to say hi since we are a friends, but never had a chance to speak”

Then, when she didn’t reply he writes:

“I just love seen messages without response”

Sheesh.

Needy much, bro?

(Note to men: Attractive women get swamped with cold messages on flakebook from strangers, don’t have time to reply to the all, and, I am told, sometimes find them “creepy.”)

Anyway, I’m far from being a social media expert.

(Or even an ex-spurt.)

But, here’s how to contact people (or let them know you exist) who you really want to talk to without sounding like some kind of mouth breather:

1. Join in on a hot discussion the person is already in

2. Value their time

(Hint: mindless idle chit-chat via messaging wastes time)

3. Don’t be a dork

Pretty simple.

And you know what?

This is good advice for email marketers too.

Writing emails about subjects your list is interested in (or that you make interesting for them), valuing their time (not sending boring emails), and not acting like a dork is a good way to get engagement, sales, and, yes, people replying back if’n that’s what you want.

More:

There’s a way to make money from the mouth breathers.

The trollish ones, at least.

And, in the September “Email Players” (50th milestone issue) I show you (with an example) how to receive a troll message, then, re-directing it right back in a way that pays you — and, sometimes even gets people to retract statements, bad reviews, etc.

Go here to get in on this action:

www.EmailPlayers.com

Ben Settle

Below is a real time email lesson for your righteous self.

In the September “Email Players” issue I reveal how to flip troll mail you get into cash-in-the-bank sales in your hot little hand. And, following is a free demonstration below about how to do just that.

Behold this email I got a few hours ago:

…after hearing your ridiculous political views, and your obvious lack of empathy for people different than you, it now makes me more happy than ever to freely download your products.

I also look forward to posting download links for your products on various sites so that others can enjoy them for free as well.

I don’t ask for much.

But, I think I deserve a higher quality troll than this.

Disappointing, to say the least.

Still, this is a good opportunity to tell you about a service I use each month (along with some other smart folks, like Ryan Levesque — who originally told me about it).

It’s a service pirates fear like the zombie apocalypse plague.

And, what it does is simple:

It gets your illegal product download links removed from Google for you. They go after all those sites full of guys who still live in mommy’s basement, eating cheetos and watching porn all day downloading your products. Everyone I know who uses this service loves them. And while they aren’t cheap, if your products are all over the pirate sites and it bothers you, they may just be your can of Red Bull.

Anyway, want to talk to them?

See if they can help?

Then reply back to this email and I’ll shoot you the details

And yes, I get a commission if you use them.

(Full disclosure)

More fun tomorrow…

Ben Settle