Ben Settle

Let me tell you about this dude I know who I call:

“the swiping man”

His case is really a pathetic one.

Like every copywriter, his ambition is to make a lot of money writing ads. Yet, all he really knows how to do is swipe & steal. In fact, every time he writes an ad, it’s a word-for-word swipe of something (or several somethings) someone else did — as he does what I once heard the great copywriter Peter Stone refer to as “frankenstein” his ads together:

Pull a headline from an ad here.

Copy a story he read from an email there.

Lift content from an article (“they’ll never know…”)

Grab a unique phrase he read from one of my emails over this way. (Lately, I’ve been seeing people copy my stuff so blatantly, you have to wonder if they have a brain of their own at all, or are just pathetic little “benbots”).

And the list goes on.

Anyway, he fancies himself a copywriter.

But he’s really just a copy.

Being an actual writer takes… writing.

Writing your own thoughts.

Your own ideas.

Your own ads.

Your own emails.

Not being a warmed over version of someone else’s leftovers.

The point?

You might get away with swiping for a while. Especially if you sell in a market where there’s simply not a lot of direct marketing going on.

But you’ll probably never make the big sales.

Never be respected by your peers.

And, always be seen as a phony.

So put away the swipe file.

Learn to think for yourself.

And, start writing.

Really writing — not yanking copy from other peoples’ ads, emails, sales letters, articles, and other content.

Otherwise you’ll always be just a copy.

And, never a writer.

And copies are never worth as much as originals, yo?

Anyway, if you want to learn how to write emails that come from your own brain… that produce far more sales than you ever can from swiping and stealing… and be seen as an original voice and thought leader, check out the “Email Players” newsletter.

It shows how to write emails people love too read and buy from.

Without swiping.

Without copying.

And, without looking like a fraud.

Subscription info here:

www.EmailPlayers.com

Ben Settle

Recently, I caught some “flack” for my email style.

It was from an ivory tower trained business school guy (i.e. no real world experience in direct marketing, much less email marketing) telling me my emails are not “professional.” That they run the risk of turning lots of people off. And, that I’m so contrarian I’m bound to anger my colleagues.

Agreed.

In fact, I think my emails are like that Kramer painting.

Remember that Seinfeld episode?

Jerry’s girlfriend paints a portrait of Kramer, and an older couple starts looking at it in both disgust and awe.

The man says:

“He is a loathsome, offensive brute, yet I can’t look away.”

That’s the effect my emails have on some people.

Why?

Because I tip lots of “sacred cows” over.

I don’t care if it’s a misleading John Caples ad (like his piano ad)… a popular persuasion gimmick (like the so-called “law of reciprocity”, which I think is counter productive to back end sales)… or showing the fallacy of “scientifically” testing emails and giving your subscribers the option on how frequently to receive emails… or selling a membership site vs a physical newsletter, etc, etc, etc.

I don’t expect everyone to agree.

Nor do I care, either.

Sure, some think me a loathsome, offensive brute.

So what?

They’re obviously still reading.

Which means they also can’t look away…

More:

This doesn’t mean you have to do emails the same way.

With my system, you adapt it to YOUR business.

YOUR marketing.

And, yes, YOUR personality.

What I do is hand you the raw materials, some tools, some blue prints and a parcel of land. As long as you build the structure of your “house” correctly (what I teach in “The “Email Players Playbook” — which comes with your “Email Players” subscription), you can paint, decorate, and design it however you want.

There are no “rules.”

That’s why it works for so many people.

Including “professionals” who can’t get away with my style.

(I don’t use this style in consumer markets, either, btw).

Now, let’s get down to bid’niz:

The single most popular “Email Players” issue (in terms of new subscribers the month before it came out when I promoted it, as well as back issue sales) is the issue where I laid out how I structure my business and time so that, if I wanted, I could reduce my work day to just 20-30 minutes (or less) writing just a couple emails.

People tend to dig that issue.

And, it’s been making a difference.

So guess what?

I decided to write a “sequel” to it.

Enter the September issue.

I’ll talk more about this soon.

In the meantime, subscribe here:

www.EmailPlayers.com

Ben Settle

About yesterday’s email…

If you didn’t see it, I basically told a brief story about how some blue flame special in another niche I sell in said my use of the term “black sheep” was racist and negative stereotyping, etc. (A 9-year old with the ability to use Google or read a dictionary knows better, but I digress…)

Well, guess what?

Apparently, this happens more often than I thought.

Reader David Rose writes:

Ben,

A few years ago, Car and Driver reviewed a Buick, and they were disappointed to find that for such a big car, the trunk space was a bit “niggardly”. Sure enough, next month’s letters column had an irate note reminding the editors that “Black” people buy cars too (note the capitalization).

Could we also stop using “uneducated” when we mean stupid?

Amusing stuff.

I remember a teacher getting fired a few years back for using the word niggardly (which means cheap or stingy, neither the definition or etymology of the word has anything to do with race or color and never has) in a classroom.

The PC crowd is truly loco.

Anyway, the point?

Every list has stupid people on it.

And by “stupid” I mean people who willingly keep themselves ignorant by not asking questions for clarification and context before assuming the worst about something.

(Or someone.)

More:

It goes beyond them looking like jackasses.

Asking questions is mucho profitable, too.

In fact, the upcoming September “Email Players” issue shows you how to ask questions to your list, market, fartbook friends/groups, etc in a secret way where you give yourself enormous odds of writing a winning ad, email, or offer nearly every time.

It’s an old school secret.

(Used by New York ad man Norman B. Norman.)

And, it works even better today.

Especially online…

Anyway, subscription deets here:

www.EmailPlayers.com

Ben Settle

You can’t make this stuff up…

A while back I handed over a product and autoresponder series I’d created with a high conversion rate to a traffic guy who could better exploit it. This is, by the way, a good way to leverage your emails if you’re not a traffic guy. Better to hand it over to someone who can exploit to thousands of people per month, instead of just hundreds per month.

But, I still help out with it.

Specifically, answering product questions, etc.

(Since I know the product backwards and forwards.)

Anyway, one of the emails in the sequence has the word “black sheep” in the subject line (talking about how the product is ever at odds with the mainstream on health related matters — i.e. the “black sheep”). To which a blue flame special responded with accusations of racism and using negative stereotyping, and demands to take his righteous self off the list, yada yada yada.

Yes, even though the term has nothing to do with race.

(And never has.)

I shot back:

Only a moron would read ‘race’ into that idiom. Don’t worry little snowflake, I already banned you

Mean spirited?

Maybe even a bit dickish?

Yep.

It’s all part of the Settle way of doing business as an anti-professional (as opposed to a professional or unprofessional).

Being an anti-professional is not about kissing ass.

Or playing by someone else’s rules.

Or getting all the customers you can.

Just the opposite.

It’s about refusing to do business with unreasonable people.

Playing by your own rules.

And, yes, separating the sheep from the goat customers.

(Heh.)

All of which brings me to the point:

When the snowflakes and mush cookies looking for boogymen to point fingers at come a knockin’ at your door, don’t supplicate to them or try to prove you’re a good guy or whatever (what professionals do).

Instead, mock them.

Tell ’em to take their ball and leave.

Then, ban them from coming back.

Let ’em weep and gnash their teeth somewhere else.

Hey, speaking of the traffic guy I mentioned above:

He’s a master at PPV to get traffic.

(Pay per view or CPV – cost per view)

It doesn’t get as much press as facebook ads or google ads or solo ads, etc — but it’s extremely effective, cheap (super cheap) and, can get you some of the most targeted leads you can find.

And guess ye what?

I interviewed him about how he uses PPV every day.

Specifically, how he gets dirt cheap (we’re talking pennies per lead) targeted traffic in even hyper competitive markets (like golf, dating, weight loss, etc)… and how even complete traffic numbskulls (like me) can do the same.

Anyway, it’s in the September “Email Players” issue.

(As a bonus training.)

Subscription details at:

www.EmailPlayers.com

Ben Settle

For ye “Zombie Cop” fans anxiously awaiting the sequel…

Here’s the tentative chapter titles for the sequel “Vampire Apocalypse”:

1 The Player
2 Fezziwig
3 Monster Massacre
4 Planes, Pains And Batmobiles
5 The Prodigal Returns
6 The Life And Death Of Rory Rood
7 Hide And Stink
8 Saved By The Enemy
9 Odd Bedfellows
10 The Skipper of Skinning
11 The Vampire Apocalypse
12 Angels In The Abyss
13 Down The Hatch
14 The Renegades

“Zombie Cop” was a novel I released in March.

It isn’t really email or marketing or copywriting related. (Except one part in chapter 1…did you see it?) It was the first in a 7-part book series I call “The Enoch Wars.”

Next novel should be ready by December.

(Great “stocking stuffer” for Christmas heh).

Anyway, if you haven’t read “Zombie Cop” yet, it’s gotten 33 reviews all 4 or 5 stars (which shocks me as much as anyone — I consider it a solid 3-star book). You can read the first couple chapters free here:

www.ZombieCopBook.com

For everyone else?

The “Zombie Cop” fans?

Stay tuned mo’ fo’s.

I’ll be rapping it about it more over the coming weeks.

Good night.

Ben Settle

On today’s “Ben Settle Show” podcast…

• The single best way ever invented for getting someone’s attention (whether in an ad, an email or for any other reason).

• What the Holy Bible says about getting not just attention… but complete, undivided, “ignore everything else but your message” attention… in your advertising.

• My uncensored (and, as usual, accurate) opinion on using so-called “scare tactics” to get attention in emails and ads.

• 2 examples of shock-effect subject lines. (Do this kind of subject line right and people can’t “unread” what you write them — you’ll stick in their heads forever.)

• How to startle people into reading your headlines without “scaring” them with lame scare tactics.

• An example of how a sales letter made people want to buy a product they didn’t even have the problem it promised to solve.

• Why selling prevention is a big fat waste of time.

• And, of course, a bunch more…

Download your lovin’ here:

www.BenSettleShow.com/itunes

Make sure you leave us a review.

It’ll put hair on your chest…

Ben Settle

One of my favorite stories in the Bible is in the Book of Judges.

It’s about a wandering Levite (the “priest” tribe of ancient Israel) and how his concubine was viciously raped to death by some psychopaths who lived amongst the Benjamites.

The Levite (understandably) wanted justice.

But due to the times (mass anarchy and moral apathy), he knew he had to do something radical to get anyone to care.

So what did he do?

Beg for help?

Start a posse?

Give up?

Uhm… no.

What this dude did was cut his concubine’s corpse into 12 pieces, and sent a piece to each of the 12 tribes!

Now THAT’S impact.

There was no hemming and hawing.

No “brushing it off.”

And no ignoring the message.

And guess what?

Great marketing also has this kind of hardcore impact, too — and asks the exact same question the Levite no doubt did: “What’s it gonna take to get peoples’ UNDIVIDED attention?”

Obviously, don’t do anything gross.

I mean, let’s keep this in context, k?

But the mere act of asking the above question will generate all kinds of profitable ideas that make you instantly stick out.

And guess what else?

Tomorrow’s Ben Settle Show is all about getting attention.

And, doing it in a way that has IMPACT.

The kind of way where someone can’t “unread” what you write.

Watch for my signal tomorrow, Batman.

In the meantime, download past shows here:

www.BenSettleShow.com/itunes

Ben Settle

Something else I’m teaching my copywriting fledgling:

If you want to give your ads an instant bump in response (sometimes a very big bump)… you don’t necessarily have to touch a word of the copy.

You simply create a better offer.

The late (great) direct marketing legend Ed Mayer sayeths:

The list is 40% of the battle.

Offer is 40% of the battle.

Copy is just 20% of the battle.

I think an argument can be made that your list quality is 50%, but who am I to challenge the ghost of one of the best direct marketing teachers who ever lived?

Either way, your offer is mucho important.

Your copy is important, too, obviously.

But your offer has DOUBLE the impact.

Thus…

In my way of thinking, it makes sense to spend more time on your offer than your actual copy.

Make ’em feel almost crazy for NOT buying.

Example:

A mechanic who says if he doesn’t fix you car right the first time, he’ll buy your car. Or the self defense school who, if you’re not happy, will buy you a month of lessons from any of his competitors. Or, in our next Oceans 4 deal in Austin in October… if you bring someone who pays, you can have a seat at the table free (but only the person who pays gets the hot seat), etc.

Anyway, the message is clear my little droogling:

Make your offers irresitable.

Impossible to ignore.

And, a total no-brainer to buy from.

BTW, speaking of Oceans 4…

If you want in, best pipe up now.

Just had another spot taken.

Reply to this email if you want more info, have questions or simply want to get your spot before someone else takes it.

Time is short.

Hurry.

Ben Settle

P.S. Here is a testimonial about our last Oceans 4 from Agora Financial — 9-figure per year newsletter empire, and 3x’s return client:

This is the real deal, amigo.

At our event real business connections & friendships are formed. Real so-called “impossible” marketing problems are solved. And, yes, real money is made.

Reply to this email to get in, while you can.

I feel kinda like a Sith Lord.

Since announcing I have a copywriting apprentice and saying she’s for hire, I have gotten a ton of emails from people who say they want to be my apprentice, too.

The answer is, of course, no.

Just like the Sith in “Star Wars”:

There can only be one master and one apprentice, young Skywalker.

Plus, after this, I won’t be taking an apprentice again much less build a “harem” of copywriting fledglings all working under my virtual roof. This also goes for the half dozen or so people asking if I’d send them “extra clients my apprentice doesn’t have time to work with.” Other than my fledgling, the only people who get those opportunities are “Email Players” subscribers (which happens only once in a while — making that a dumbo reason to subscribe, btw).

Anyway, end of discussion.

Darth Settle has spoken.

But, there’s more.

Would-be copywriters aren’t the only people I’ve been hearing from.

Lots of would-be clients, too.

Most seem like great blokes — and probably she will accept some as clients if it makes sense for her and them. But a few have contacted me who are wholly unqualified to hire not only my apprentice, but any copywriter who is even of average ability.

Why?

Because they are asking for her “hourly fee.”

Clients still ask copywriters to work by the hour?

I thought that went out the door with describing headlines, copy and even copywriters as “killer.” Whatever the case, they probably don’t understand the real value a copywriter can bring to the table.

Or, they look at it as a commodity.

Well, good luck with that.

If that’s you, you’re not ready to hire my apprentice.

My apprentice works for a flat fee.

And, it’s going to be a minimum of $5k.

That’s *minimum*.

Mostly likely, it’ll be MORE than that.

That means, if you think you’re gonna get her for a few hundred or even just a couple thousand, you’re sadly mistaken. Especially since, I am heavily involved in each ad she writes, and nothing makes it to the client without being “okayed” by me, first.

It’s not just her time you’re paying for.

You’re getting my time & experience as well.

Secondly, I am getting a cut of her fee.

(Not doing this out of the goodness of my heart, babycakes.)

And I ain’t letting her waste time on nickel-and-dime clients.

Third, about rewrites…

Other than factual errors or claims that aren’t correct (that sort of thing), or if there is some kind of message-to-market mismatch or other problem we all 3 of us agree on (as we want it to succeed FAR more than you do, I can assure you — her reputation and market place positioning, as well as my desire to win and other “intangible” factors worth more to us than any fee you’d pay her are at stake), there will be no rewrites until the ad is tested first.

If it’s a bomb, she’ll take another whack at it.

If it continues to bomb, you don’t have a copywriting problem.

Probably, you got yourself an offer problem.

Or, a list problem.

Or, a market place positioning problem.

Or, some kind of problem that can’t be fixed by “copy.” (Maybe nobody wants your product. Happens ALL the time.)

Copy is only 20% of the effectiveness of an ad.

The offer and list combo are 80%.

The math is #totes clear.

Anyway, so no more apprentices.

And, no more inexperienced clients who want to pay hourly or expect bargain basement fees.

(That’s what sites like eLance are for, yo?)

Okay, ’nuff said.

Word out…

Ben Settle

P.S. I really do want to help freelancers, despite my not wanting to be their Master. Thus, my media page has an interview for would-be copywriters on how to get clients.

Go to:

www.BenSettle.com/media

And scroll down to the audio that says:

“How To Use Dirt-Cheap Email
To Get Booked Solid
With High Paying Clients”

(It’s about half way down the page)