Ben Settle

We’re doing things a bit different this week on the podcast.

Instead of me blabbing away like a lunatic, Producer Jonathan and I decided to interview one of the “founding fathers” of Internet marketing about copywriting, seeing as how our guest is also one of the world’s best copywriters. (Just one of his ads dragged in some 8-figures before it ran its course). In fact, our guest has gotten “fan mail” about his copy from guys like Gary Bencivenga (universally considered the world’s greatest living copywriter) and the late Marty Edelston (founder of Boardroom, who worked closely with pretty much every top A List copywriter you can think of, and even “discovered” many of them). Our guest is also written about in Dan Kennedy’s magnificent book “The Ultimate Sales Letter”, too. And, when Agora Publishing (9-figure per year direct mail giant) needed someone to teach the first (and most important) lesson of their advanced copywriting course… the first two people they called were the legendary Jay Abraham…and this man I talked with.

More:

He’s also someone I had a chance to learn a lot from early in my copywriting adventures after he hired me to write an ad and brutally critiqued each draft, until my fingers dang near bled from typing.

Anyway, we ended up talking for almost two hours.

And so, we have chopped it into 4-parts.

We’ll be releasing a new part starting today.

And, another part each day through Sunday.

Incidentally, this first part is all about headlines, and it turned out to be one of the best, and most intense discussions on the subject I’ve ever heard.

To find out who this dude is, go to:

www.BenSettleShow.com/antipreneur

Ben Settle

This week’s “Ben Settle Show” reveals:

• The secret of the $5 milkshake.

• What the world’s greatest copywriting coach tells prospective clients when they ask him about price.

• How businesses and freelancers foolishly talk themselves out of getting paid what they and their products are really worth.

• Why low prices are a “reverse proof element.” (And work against you, even if you think your market will reward you for it.)

• Why people forms lines around the block to try the $50 burger.

• Claude Hopkins’ secret to using high prices to get more sales.

• How Gary Halbert used a high price-mentality to get one of his clients inundated with sales from both people with and without money to burn.

• How to attract high quality customers.

• How to repel cheap customers.

• A secret way of “leveraging” social proof to charge maximum price for your products and services. (Works for everything from shoes and commodities to services, retail, artwork, and info products.)

• Why it’s just as hard (or harder) to sell a $5 product as it is to sell a $500 product (so you might as well sell higher priced stuff.)

• How to eliminate your high prices as an objection to buying.

• And that’s just for starters…

Download it here today:

www.BenSettleShow.com/antipreneur

Ben Settle

Let me tell you a story.

A few years back I went on a long road trip and stopped in St. George, Utah where I briefly lived a couple years ago. While there I figured we’d say hello to everyone I knew.

And the FIRST place I went was a place called “Don Pedros.”

Why?

Because dang if they don’t have the BEST Mexican food I’ve ever eaten. And in the years since leaving St. George, I had practically dreamt about eating there again someday.

I kid you not.

The food is THAT good.

And price was definitely NOT an issue.

I remember saying how they could have charged me $100 for my take-out and I wouldn’t have cared (hey, I’m a sucker for Mexican food).

Again, not everyone is looking for “cheap.”

What?

You want another example?

OK, how about these apples:

When I lived on the Oregon coast (where I shalt be returning early next year probably, daddy wants his ocean back) they had approximately 3 gas stations in town. And yet, the busiest (the only one I even wanted to go to) is easily the most EXPENSIVE.

Even with when there were sky high gas prices it seemed busiest.

What’s their secret?

Well, I can only speculate.

But in addition to them pumping your gas (which is state law), they also check your tire pressure and oil level, top off your fluids, clean your windshield and even wipe down your side mirrors.

All while sitting in your car breathing the ocean air.

Remember, this is gasoline we’re talking about. The one product where people brag about driving 20 miles out of the way to save 2 cents per gallon on (often bad quality) gas.

So again, the message is clear:

Not everyone buys on price.

Not everyone wants “cheap.”

And if you simply target lovers of quality and convenience, price will almost never matter.

In fact, a high price may even work in your favor.

I rap about this more on my podcast tomorrow.

Including:

How to repel low price shoppers.

(i.e. people who only buy low priced stuff.)

And, how to attract high price shoppers.

(i.e. people who only buy expensive stuff.)

While you’re waiting, download past episodes here:

www.BenSettleShow.com/antipreneur

Ben Settle

Today’s Ben Settle Show outlines my 9-step process for building a big, thriving business (or just make enough money to quit your job or not need a job) by using doo-bags.

There’s virtually no competition.

Lots of customers will love to hire you.

And, it only costs $30 to start.

Click the dirty little link below to download it:

www.BenSettleShow.com/antipreneur

Ben Settle

And the inevitable question rears its head…

“Ben, I’m in trouble, I just got laid off  and I need to make an income like yesterday. Advice???”

Y’all must think I’m Miracle Max or something.

Look, you basically have 3 choices:

1. You can bend over, put your head firmly between your legs and kiss your ass goodbye.

This is what a lot of people are doing.

(And it’s kind of a pity…)

2. Get a time machine and go back a few years when you KNEW you should have been preparing for something like this to happen.

Hey, the ancients knew this.

Think the 7 years of famine story in the Bible.

Or the grasshopper & ant fable.

Or… or… you get the idea.

What?

Can’t find a time machine?

Not even on eBay?

Then, here’s the 3rd option I’d recommend:

3. Grab ye some doo-bags

What’s a doo-bag?

A doo-bag is the bag you use to pick up dog poop and dispose of it. And, believe it or not, there is a way to use these bags to build a thriving business (making $100 per day, or more fairly quickly) that you can scale and grow as big as you want, with minimal work and zero manual labor.

I yap about it on The Ben Settle Show tomorrow.

In the meantime?

Download prior episodes here:

www.BenSettleShow.com/antipreneur

Ben Settle

This is for people who liked my “Zombie Cop” and “Vampire Apocalypse” novels.

And, who wanted to have an update on when the next book in the Enoch Wars series would be ready, what it’d be about, and what can be expected.

So, without further ado…

Let’s start with what it’s gonna be about.

After “Zombie Cop” and “Vampire Apocalypse” I’m bored with zombies and vampires.

Not much else I can say on the subjects.

So this next one will be about…

Demons!

The working title is:

“Demon Crossfire”

And, I’m going to start banging out the second draft after next week. I hammered the entire first draft out in 14 days back in May, and let it “cool” for a couple months. (Not unlike writing a sales letter, as far as waiting as long as possible between doing your first and second drafts).

Anyway, so that’s the plan.

As for the plot?

Well, I don’t wanna drop any spoilers.

But, I will say this:

I went into some kinda creepy corners of the Bible and some other extra-Biblical texts and teachings (scholars, history, testimonies, etc) about demonic possession, literally trying to “think” like a demon, and even identifying some by their historic names. It wasn’t a very pleasant place to go let me tell ya. And, like the other two books, this one goes into a lot of blatantly Biblical and historical themes and events, and gives my own unique “spin” on what I think demons would torment my character Azriel Creed and the world I’ve built in these novels.

As for the tentative release?

I’m shooting for October.

Maybe November, depending on how fast the cover is created.

Why so long a wait?

Because my creative process works like this:

1. Write first draft

2. Let sit for at least 30-60 days

3. Do 9 more drafts (10 total) — 8 of those drafts silent reading, 2 reading it aloud (this adds up to a little over 1 draft per week, which comes out to 10 weeks of editing time)

4. Send to my editor/publisher to edit and the designer

Anyway, so that’s the scoop on the next sequel.

More info later as it becomes available.

Wait a minute…

What’s that?

You haven’t read “Zombie Cop” or “Vampire Apocalypse” yet?

Well, don’t bother with book 3 unless you’ve read the first two — you’ll be lost, and it’ll ruin the experience and gradual build-up towards the grand finale that’ll happen in book 7 (yes, I have it all mapped out well in advance, that’s the way I roll…)

But don’t worry.

The general consensus is these books are entertaining.

At least, going by the reviews for both books.

There are a few nitpick reviews, too, of course.

(Including one where I got the reviewer to admit most of his criticism was inaccurate and that he hadn’t read it carefully enough, but I digress…)

But generally, the feedback is:

It’s a fun, easy to read book.

(typos notwithstanding)

Gross?

Yes.

Violent?

Most definitely.

(One guy said he’d “pray for my deranged soul” after reading the first one. And my own cousin told me when her step daughter read it she said, “what’s wrong with your cousin??” heh)

Fast, entertaining reads?

(Especially for people who don’t normally even read fiction?)

That’s the goal.

And, the reviews all seem to say it succeeded on that level.

But, are they right?

Only one way to find out, babycakes. That’s to read it yourself. Amazon has a “see inside” feature that lets you read the first chapter of both books free.

I always tell people to give it 3 pages.

If you don’t like it by then, don’t buy it.

You probably won’t like the rest of it.

Life’s too short — move on to another book.

Alright, enough of this clacking.

If you want to read the sample chapter, read through the reviews, and get a “feel” for if you should invest even a second of your time on these books, then lurch on over to:

www.EnochWars.com

(Start with Zombie Cop)

Sheesh this was a long email…

Ben Settle

P.S. If you’ve already read “Zombie Cop” and/or “Vampire Apocalypse”, and would be willing to give them an honest review, I’d definitely appreciate it. Each review helps get it ranked better in amazon and so each one counts.

Gracias in advance…

On today’s “Ben Settle Show”, Producer Jonathan & I banter about:

• A “counterintuitive” way to get more sales, even from people who are dead set against buying from you. (This sales technique has been used for thousands of years, and it works like crazy online today.)

• The single most profitable marketing/sales lesson you’ll ever learn (best part: you can see it free, online).

• How to instantly (today, even) start making more sales, eliminate rejection, and have people chasing them down, begging to buy from them. (Works for any business, product, service, freelancer, etc.)

• A secret place where freelance copywriters can find a “starving crowd” of high paying clients who love direct response copy and are looking for you as desperately as you’re looking for them.

• The one word that is almost guaranteed to offend and anger your list (and it’s not even profanity!)

• A free book online that, while it’s not about business, has hundreds of the most profitable business secrets I’ve ever used packed inside.

• A “writing sin” almost all copywriters and content creators create… that can destroy your sales. (The late great copywriter Gene Schwartz said about this in one of his talks, and it can kill your readership, engagement, and, yes, sales, in a heartbeat.)

• How people destroy their business reputations on Facebook. (Some people think this helps sales… yet doing this just ONE time can destroy your sales and make it so nobody ever pays attention to anything you sell henceforth.)

• What it (usually) means if a product claims to make you money “the lazy way.”

• How to build a business that works for you and pays you whether you get out of bed or not (instead of you breaking you back working for it all the time).

• And tons more…

Download the looooove here:

www.BenSettleShow.com/antipreneur

Ben Settle

Quiz time:

What’s the most deplorable word in the dictionary?

I’ll give you a hint…

It doesn’t start with an “f”, an “n”, or a “c”.

And another hint…

If you use this word, in ANY context to your email list, in your marketing, or in any other way, you are almost *guaranteed* to offend a bunch of people (especially the overly emotional weak-minded who look for things to be offended by), get a ton of opt-outs, and, if you do it right, get a pile of hate and/or troll mail so fresh, you’ll be able to see the steam coming off it like the steam that comes off my dog’s poop during her chilly morning walk.

Anyway, make no mistake about it:

This “swear” word is the most offensive of them all.

It’s polarizing.

It charges people with emotion.

And, I use it a LOT in tomorrow’s “Ben Settle Show” podcast.

So don’t touch that dial, my little droogie.

While you’re waiting, download past episodes here:

www.BenSettleShow.com/antipreneur

Ben Settle

I’ve said it before:

The BEST overall business/marketing book I possess (and have been reading non-stop since January 2008) is Ken McCarthy’s “System Club Letters” book. I dig it so much I even gifted it to my “Email Players” subscribers a few months ago.

Anyway, my favorite chapter is about Independence Day.

(That’s today in the US.)

Ken ‘splains why it’s lost its meaning:

“Reason #1: Independence is no longer a treasured virtue in our country. Reason #2: Many of the things that the Founding Fathers found so objectionable – like taxation without representation for example – have become institutionalized in the US. Big business, big media, big government – the country seems to be run for their benefit today, not ours.”

True ‘dat.

People are completely gullible.

The two term elections of Bush and Obama prove it.

(With *another* Bush & Clinton bout coming up again…)

Another great insight from that chapter:

Ken notes how when this country was founded 90% of people worked (and thought) for themselves.

Today?

Only 10% do.

The rest are slaving away, swallowing everything the media tells them, voting their rights away for fear of non-existent boogymen, enthusiastically cheering on unelected activist judges making laws out of thin air, piling on debt, race baiting, class warfaring, never questioning, always obeying — tyranny’s little helpers.

So what’s Ken’s solution?

Become economically independent.

And then use your economic independence to take a stand against the politicians and unelected bankers, bureaucrats, judges, and foreign interests trying to steal yours and your children’s birthrights for their 30 pieces of silver.

Anyway, I highly recommend reading it.

And then KEEP reading it.

Perpetually.

As far as how to become economically independent…

I’ve got a lot of low cost eBooks (most under $3) on Kindle that can help you with everything from copywriting and email… to affiliate marketing and traffic… to positioning, publishing newsletters, selling & persuasion, how to build a swipe file… and everything in between (even a couple of novels about zombies and vampires if’n that’s your thang…).

It’s like an Independence Day fireworks display of value.

And, it’s dirt cheap.

Get your lovin’ here:

www.BenSettle.com/kindle

Ben Settle