Ben Settle

“You see, it’s the slow knife…the knife that takes its time. The knife…that waits years without forgetting…then slips quietly between the bones. That’s the knife…that cuts deepest.”

-Talia al Ghul
“The Dark Knight Rises”

So here’s the thing…

Lately my site has been attracting more newbies than usual.

And, I’m getting the same question about how they can compete against people in their market when they’re just starting out, fresh off the turnip truck.

Of course my response is always:

Start emailing.

Every day.

Relentlessly.

And, what should happen (if you do it right) is, over time (assuming you have a good offer, and are building a qualified list — without those two things you’re dead in the water no matter what) you start building your reputation.

A fan base starts to form.

People start trusting you.

Other businesses may want to joint venture with you.

And, customers start to buy from you.

Does this all happen overnight?

No!

Sales certainly can happen right away.

But, that whole “overnight business” shtick probably sounds great from the stage from the speaker in the $2k suit who struggled for years to build his own business… but in reality it just doesn’t work that way.

You gotta look at your business long term.

Be prepared for setbacks and failures.

And, use some common sense.

But if you are relentless in your approach, wise in who you pick as teachers, and ruthless about pursuing your goals… then your emails become like the “slow knife” Talia al Ghul mentions in the movie “Dark Knight Rises” to ye olde goo-roos you compete against.

Then what happens is this:

One day, your personal brand is ingrained in your market.

(And certainly to your list.)

Your product is being raved about and is changing lives.

And your “knife” slips quietly between the bones of your shnazzy goo-roo competitors’ businesses who are just one failed launch away from living on the streets because they never bothered to build a real business themselves.

That, my little droogie, is the slow knife of persistence.

The knife that takes its time.

The knife that waits months and years without forgetting.

And, yes, the knife that cuts deepest.

And it’s yours for the slashing.

But, there are no “guarantees”.

One guy recently said he needed “proof” my system will work for him outside of the free pdf “Email Players” issue I give away when subscribing to my list… or the almost dozen hours of free audio and video training on my media page… or the daily email tips… or the success stories of other subscribers I sometimes publish on my blog.

That’s someone who needs a safety banky.

But there IS no safety banky in business.

Eventually you gotta stop clinging to mama’s skirt.

Eventually you gotta decide to take action.

And, eventually you gotta stop fantasizing about it and DO it.

Then, KEEP doing it.

Yes, even during down times and when it looks like nothing will ever happen (every successful business person I know has gone through that period, you just gotta riiiiide it out, babycakes…)

I can teach you how to wield the slow knife of persistence.

It’s what I do in the “Email Players” newsletter.

But, it’s not “cheap”.

And, it surely ain’t for the skirt clingers.

More info here:

www.EmailPlayers.com

Ben Settle

Getting sloppy in my old age.

I failed to mention this weekend that “Ben Settle Show” Producer Jonathan Rivera is having a sale for my “Copywriting Grab Bag” product.

It’s $100 off the normal price.

But, only for the next 2 hours.

(As of this email being sent.)

It’s jam-packed full of my best copywriting tips, strategies, and ideas. It has also gotten rave reviews from world class Internet marketers like Terry Dean and Ken McCarthy… as well copywriters who have written ads for Apple Computer, Tony Robbins, Jim Cramer (of CNBC’s “Mad Money”), The Anaheim Angels, and more.

But, a word of warning:

This is a MEATY product.

It’s not something you buy on impulse.

(There are no refunds, and all sales are final.)

And, it’s intended ONLY for people dead serious about copywriting.

Grab the ‘bag for $100 off here:

www.bensettleshow.com/get-cgb

Ben Settle

How to crawl into your market’s psychology with stories

Today’s “Ben Settle Show” podcast episode it’s ALL about storytelling in your ads, emails, and sales letters:

• How human beings are “hard wired” to be persuaded by stories.

• How presidential candidates use stories to get people to believe their bullshit claims and promises.

• Two movies whose stories were world class sales letters simply because of the stories they told. (One of the movies wasn’t even trying to “sell” anyone on joining the Navy, yet it worked so well Navy recruiters were setting up shop inside theaters while it ran.)

• How a simple story is helping to save thousands of the 400,000+ kids in East Africa who are being tortured, raped, killed, and abused.

• Why simple storytelling is the most profitable kind.

• 5 ways to tell stories in your marketing that almost can’t fail.

• How to use stories to sell people on products they didn’t realized they even needed.

• Why people love to read about others who have their “symptoms.”

• How to use stories to make big claims without sounding like you’re bragging.

• The right (and wrong) way to use parables in advertising.

• Why the famous John Caples piano ad is misleading. (If you were to do what he did in that ad in the health, financial, or biz opp markets, you’d probably get taken away in handcuffs.)

• How to use dusty old history books to make “boring” products sound exciting and interesting.

• What to do if you can’t think of what to say in your ads and you have a looming deadline coming up. (Don’t panic, just do this and it’ll be all good in the marketing ‘hood.)

• One of the best kinds of stories to tell in the first email of an auto-responder sequence.

• And more, More, MORE…

Producer Jonathan thought this episode was so valuable, it could be a course we sell… and we very well might do just that.

Is he right?

Is it really that valuable?

Only one way to find out, babycakes.

And that’s to download it here while it’s still free:

www.BenSettleShow.com/itunes

Ben Settle

“When the boy was born…like all Spartans, he was inspected. If he’d been small or puny or sickly or misshapen… he would have been discarded.”

So begins one of my favorite movies:

“300”

The guy who wrote the comic (Frank Miller) is a genius.

One of the best storytellers ever to grace us comic book fanboys with his scribbling excellence. In fact, he was the man who practically single handedly saved the entire Batman comic book franchise (from what I understand).

Here’s what happened;

Sales for Batman had gotten so low DC Comic almost canceled it.

Then, Frank came on the scene.

Swooped in with his (figurative) cape and cowl.

And, saved the day.

How?

By writing the most BALLSY story possible:

“The Dark Knight Returns”

It was basically the first “adult” themed comic.

(Certainly for a mainstream super hero.)

Very dark.

Very violent.

And, very entertaining.

One of the reasons why is, it’s about an aging (55 years old) Batman who’s been on the couch for 10 years, out of shape and can’t resist getting back into the game when some of his old enemies (and a really nasty new enemy) emerge. Anyway, it mixes up the dark with humor and a script so well written you can turn to ANY page and be “wowed” with how cool it is.

(The part where he kicks Superman’s ass is pure jeenius.)

The point of telling you this?

The RAW power of storytelling.

That one story raised Batman from the dead.

And, in a way, was responsible for all the Batman comics and movies, etc that have come since… we’re talking billions of smackeroos.

All from a story.

Wild, isn’t it?

Well, guess what?

Storytelling can put lots of extra dineros in YOUR hot little pocket too.

Enter tomorrow’s Ben Settle Show podcast.

It’s all about using stories to sell.

Including the 5 ways I use.

Why they work so well.

And, why they’ll work for you, too.

In the meantime, download past episodes here:

www.BenSettleShow.com/itunes

Ben Settle

P.S. Producer Jonathan said while recording tomorrow’s show that it was so valuable, we should package it and sell it, not give it away free.

And, we probably will.

But it’ll be free tomorrow.

Watch for my signal, Commissioner…

Got this question about getting clients:

“Ben I know you don’t do a lot of client work anymore but I plan to contact people with bad sales copy and offer to rework it for them and show them why I think I can make it better. Is that a good idea???”

Not really.

I’m not saying it never works.

But first, how do you know their sales copy isn’t pulling?

And second, that ain’t selling.

That’s pitching.

I can’t speak for anyone else, but back when I did client work, none of my clients came from pitching. It was always by selling. They were often on my email list, would call me up, we’d get to talking and I’d simply ask something like, “so how are you doing with your emails?”

They’d unload all the dirty details.

How nothing they did was working.

They were getting terrible response.

And do I offer that service…?

(I bet you could take it from there.)

Point is I was selling.

Not pitching.

I asked questions, got them talking about their problems, and let them sell themselves on me, instead of me selling myself to them.

Of course, the emails did most of the heavy lifting.

Emails probably did 80% of the work.

Clients came to me since they were on my list and watched me demonstrate my knowledge each day.

Hey, want clients?

Start writing a daily email.

I mean, think about it:

If you’re the ONLY one showing up regularly in their inbox with information demonstrating your awesomeness, who do you think they’re gonna call?

The lazy guy who mails once per month?

They’d be nutz NOT to call you.

You’d probably be their only pick.

Anyway, for more about writing emails, go to:

www.EmailPlayers.com

Ben Settle

Recently, a friend came by the house.

And, one of the first things this person did is, start complaining about their home situation, how they couldn’t stand some house guests that were over, how there was all this drama and misery, etc.

It sounded awful.

And, I’m sure it was.

But I told this person to shut up.

I don’t want to hear about it.

And, if they continued to tell me all about the drama and nonsense going on… I would have to kick them out.

Why?

Because I’m a jerk?

Nope.

It’s because I live a very drama-free existence.

My home is peaceful.

And quiet.

And, well, kinda like the “Narnia” of the The Burgle.

But when someone comes in through the wardrobe door (so to speak) and enters my Narnia… and they start complaining about all the chaos that goes on in their world… it’s no different than tracking dirt into my house.

No.

Wipe yo feet.

Or, get outta here.

No Telmarines allowed.

(If you got what that meant, you’ve been reading waaaaaay too much C.S. Lewis…)

Anyway, the point?

A lot of people treat their lists like this.

Saw it a lot when I used to critique emails.

People droning on about all the chaos and drama and bad stuff going on in their lives. They will tell them about how something sucks. How they are sick and depressed. How they are feeling bad, etc.

And it’s dumb.

At least, from a sales point of view.

Why?

Because when you do that, sure, you’ll get sympathy.

You’ll get attention.

You might even get a hug, little Snowflake.

But, you’ll get no sales.

And it’s like many critically-acclaimed movies (like, for example, the remake of “Of Mice And Men” starring Gary Senise several years ago) that were financial flops because nobody wants to pay $10 to be depressed.

Nobody’s going to pay you to be depressed, either.

You can do that kind a thing if there’s a point.

(Tie it into a lesson, etc.)

But otherwise, knock it off.

Be a bright light in your list’s day.

Not a suicide note.

Do that and you’ll make more sales.

Get better quality subscribers.

And, yes, have more joy.

Go here next:

www.EmailPlayers.com

Ben Settle

Let’s talk about anti-professionals today.

“Anti-professional” is a term I first wrote about a couple years ago.

And, it describes a certain kind of businessman who’s like the old school cowboy on his horse going it alone, living by his own code of honor and following his own rules — the dude who doesn’t try to impress the customers (or anyone else, for that matter), but always gets the sale.

Very few Internet marketers, copywriters, etc fit this description.

Oh, many think they do.

And they’ll talk a tough game.

But, they fear losing subscribers.

Put their clients on pedestals.

Blindly copy whatever their favorite gurus do.

And, kiss anyone’s butt they think might buy from them — no matter how badly, rudely, or disrespectfully those would-be customers treat them.

An anti-professional is the exact opposite.

For example:

Take the late actor Steve McQueen.

I was just watching a documentary about him.

That dude was super competitive (my favorite example is the movie “The Magnificent Seven” where he purposely did things to steal the spotlight from the leading star Yul Brynner and divert the viewer’s attention to himself — such as shaking a shotgun round before loading it and wiping his hat rim, etc whenever the camera was on both of them)… tolerated zero crap from anyone (including producers, directors, movie executive)… and was not afraid to fight for what he knew needed to be done to make the best possible show or movie.

A guy in the documentary even said this about Steve:

“He called the directors and producers nuts. He called them crazy. If a script didn’t work he threw it out. The result was a killer series”

Anyway, here’s why I bring this up:

A lot of “Email Players” subscribers are anti-professional types.

And it’s not a big surprise.

Anti-professionals are attracted to ways of selling that don’t require butt smooching. That don’t require pedestalizing clients or customers or leads. That don’t surrender any of their self respect to others, and allows them to market in a way that works for their own personality and business philosophies.

Not every “Email Players” subscriber is an anti-professional.

But, an awful lot are.

And, that’s just fine by me.

Subscription info here:

www.EmailPlayers.com

Ben Settle

Once upon a time I got asked about clients.

It was from an “Email Players” subscriber.

And, he asked how he could convince his client (who has a list of 100k+) to mail daily using my methodology. He tried edu-ma-cating the client on the benefits… but Mr. Client ignorantly assumes daily is too much and will only hurt him.

My answer?

Probably, he can’t convince him.

In fact, I’d say it’s a lost cause.

Why?

Because if his client isn’t smart enough to test it for at least, say, a few weeks, even if incrementally (start with 3 emails per week, then 5, then 7… and track sales) it’s not worth the time and energy trying to convince him.

Mr. Client is playing not to lose instead of playing to win.

Common for people with big lists and egos.

And, one of the reasons I abhor client work.

(Yes, I know there are good clients out there… I had some great ones… so mostly I’m showing my own biases as far as how I dislike authority of any kind, but whatevs.)

Anyway, if are you a freelancer who wants out?

Who wants to sell your own stuff?

And, who wants to do it fast?

Then check out “Email Players”.

Email liberated me from client work.

And, I reckon it can do the same for you, too.

All you need is:

1. An offer people want
2. A list (even if small, as long as you’re growing it)
3. The will to email aggressively

Of course, you need a backend in place, too.

But, that’s marketing 101, right?

Anyway.

If you want in, go here:

www.EmailPlayers.com

Ben Settle

This week’s “Ben Settle Show” podcast episode is all about low class jackass marketers, people, and customers, including:

• How the term “low class jackass” helps the children.

• Just how much of the Internet marketing community is made up of people who display low class jackass tendencies.

• How to repel low class jackass people.

• Why I prefer using double opt in to single opt in lists.

• How to stay off the “radars” of the government alphabet agencies.

• The #1 most low class jackass thing a person can do.

• Why I *like* it when people add me to their dorky little Facebook groups. (It’s complete low class jackass to add someone to your Facebook group without their consent, but I like when people do it, and here’s why.)

• How “moving the free line” keeps copywriters broke.

• And lotza mo’…

Download it here:

www.BenSettleShow.com/itunes

Ben Settle