Ben Settle

Let me tell you about Shamus, my neighbor’s cat.

When I first moved to the Burgle last year, I was on the phone one day in the kitchen and noticed a small snake slinking in under the door. I’ve seen stranger things and just kinda shrugged my shoulders, kicked it out, and went on about m bid’niz.

Next day… same thing.

Except this time it was a salamander.

Wtf?

Again, I shoe it out.

But, this time, I see Shamus nearby with a grin saying:

“See what I did for you?! I gave you a couple gifts! Feed me!!”

I’ll never know for sure.

But, I suspect dropping that snake and salamander on my stoop was Shamus’s way of getting himself a reward of some kind.

(Food, attention, who knows?)

The point?

Lately people have been sending me unsolicited books in the mail.

I don’t know who’s teaching people to do this.

But, sometimes I will get a book in the mail from someone I don’t know, have never heard of, and who didn’t even give me a heads up.

I’m guessing they think I’ll reward them somehow.

(With what, I have no idea.)

But, it doesn’t work that way.

For one, I never asked for any of these books.

In fact, I’ve already got enough reading to last me the next several years, which they’d have known if they took 10 seconds to, you know, ask me first. Nothing against receiving gifts, but, like Shamus’s gift, if it’s not something I want, it becomes more of an imposition — gotta find a place to put these books or else throw them out or whatever — than a gift.

And secondly:

Offering strangers stuff they don’t want ain’t persuasion.

It won’t kick-start the so-called “law of reciprocity.”

And, frankly, it’s a waste of your money.

And you know what?

That goes for trying to sell anything.

I don’t know who said it.

(Dale Carnegie?)

But, just because you like strawberry shortcake, doesn’t mean you should try to catch catfish with it.

Anyway, down to bid’niz:

If you want to learn how to sell (not just be a giveaway artist) check out the “Email Players” newsletter.

It ain’t cheap.

And, it ain’t for price shoppers.

But it shows you how to sell.

And, in a way people *like* buying from.

Subscription info here:

www.EmailPlayers.com

Ben Settle

Following is a true story.

Once upon a time, I was talking to my droog Doberman Dan when he told me about how his merchant account was suddenly shut down out of the blue.

No indication.

No warning.

And, no reason whatsoever.

(His track record was “hounds tooth” clean.)

Someone in ye olde bureaucracy decided he was high risk.

And that was it.

They shut his azz down!

Then, they shut his back up merchant account down, too!

Luckily, he has a back up of his back up and was okay.

But this sort of thing can happen to anyone.

So since then I’ve been kinda paranoid about it.

After all, you can’t control the merchant account peoples’ decisions. But, you CAN control your income streams so that all your income doesn’t come from one source. “One” being the most dangerous number in business as Dan Kennedy (who knows a thing or two about this stuff) likes to say.

So, how can you diversify your income streams?

Easy…

Have several irons in the fire.

And, have them all generating income (big or small) from difference sources.

Like, for example:

• PayPal
• Your own merchant account
• Kindle
• Client work
• Clickbank
• JV’s (they collect money and pay you)
• Investment income

Etc, etc etc.

See how that works?

So if one income stream goes down, you don’t feel it.

You have the others still going strong.

This is one reason I dig on email.

You can create multiple income streams selling various kinds of products with email, but have them all coming from different sources. One can be an auto-responder sequence selling via ClickBank. Another product with PayPal. Another with your merchant account. Another from Kindle, etc. And if you can have one or two that are NOT tied to your social security number, even better (i.e. JV’s, clients, etc).

Anyway, email lets you create these streams fast.

You just gotta do the work.

No slacking allowed.

For ongoing email marketing guidance, go to:

www.EmailPlayers.com

Ben Settle

On this week’s “Ben Settle Show” episode, we natter on about the “Odd Fellows.” Why you’re one… why I’m one… and, why so few people in the world (5%) are.

Confession:

This is an experimental episode.

(So much so… I’m not even pulling bullets from it.)

Download this bad-boy here:

www.BenSettleShow.com/itunes

Ben Settle

Let me tell you a story.

About 14 years ago, I got interested in a certain ancestor (great grandfather) who was like someone out of a movie — professional adventurer, soldier, gunman, Rough Rider for Teddy Roosevelt, master of fighting with a saber, etc — and he had written about all his adventures (and misadventures) in a local magazine in Kentucky.

Anyway, his obit had a weird section in it.

Specifically, how he was in a group called:

“The Odd Fellows”

That sounded like kind of a strange name.

So, I looked it up.

Turns out the Odd Fellows are a not-so-secret society of people who basically want to help their fellow mankind via various selfless acts and charitable ways using their own time, money, and resources (i.e. they really do want to help “the children”, the poor, and others who need help, not just use them to get elected).

Thus, they were called “odd fellows.”

It’s no different in the bid’niz world.

It’s my opinion (and I’m right) just being in business (even if you are new, and have not yet reached any kind of financial or job freedom yet) makes you (yes, you, babycakes) and Odd Fellow as far as the rest of the population is concerned.

Just something to think about, amigo.

If you’re in bid’niz pat yourself on the back.

You’re truly an “odd fellow” in that sense.

And, it’s something I talk at length about tomorrow in “The Ben Settle Show” podcast.

Watch for my signal tomorrow.

Download past shows here:

www.BenSettleShow.com/itunes

Ben Settle

One of the things I did when structuring “Zombie Cop” was purposely divide the plot into 14 chapters, with 7 “scenes” (parts) each chapter.

I wrote about this before in February.

(Before publishing it.)

And, yes, I did the same with “Vampire Apocalypse” — which I’m working on the second draft of currently.

Why?

Three reasons, Van Helsing:

1. When information is presented in 3’s or 7’s it’s very easy for the (uneaten, at least) human brain to accept and follow.

I don’t know why this is.

But, I just know it works.

(At least I noticed it does in advertising.)

2. It made the book a lot easier and faster to write.

When writing these novels I am striving for a “24” pace.

I really dig that show.

And the reason why is, it’s so quick.

You barely even notice the time going by when watching it. Something is ALWAYS happening — and it keeps you on the edge of your seat and begging for more the next week.

So my goal was with “Zombie Cop”.

And so it is again with “Vampire Apocalypse”, too.

Fitting the story into this structure just… works… for my storytelling style. It fits so well when writing I don’t even have to consciously think about it. In fact, it just works out to be that exact length (14 chapters, 7 parts per chapter) no matter what I do.

Why fight it?

3. It makes it a fast read.

Here’s the troof:

“Zombie Cop” is definitely not high literature.

It’s not “deep” as far as characters go, either.

(Although I argue the plot has a lot more depth than other zombie and monster stories out there these days.)

And, it’s certainly not “great writing.”

(Nor does it pretend to be.)

But, what I hope it is, and what it was always intended to be… was entertaining. The kind of book you read and get sucked into the story and have a hard time not reading it in one sitting because you can’t look away.

And you know what?

I think it succeeds on that front.

At least, according to the amazon reviews.

Anyway, the point of all this?

I dunno.

I just felt like writing about this.

And, talking a bit about the process of writing novels, as I think more copywriters and email marketers should try their hands at it.

That said, let’s get down to bid’niz:

“Vampire Apocalypse” will be ready by Christmas.

If you know someone who loves vampire stories, I think I have a somewhat unique take on the monster they’ll enjoy, just as I believe “Zombie Cop” has a unique take on zombies you’re not seeing in Hollywood or anywhere else.

Makes a good stocking stuffer for ’em.

Just make sure they read “Zombie Cop” first.

That way, they know what’s going on.

To read the first couple chapters go here:

www.ZombieCopBook.com

Ben Settle

Hello boys and ghouls,

One of the most amusing things about my “Zombie Cop” novel is how much of the positive feedback is from people who admit they don’t usually like zombie movies, much less will sit down and read a book about them.

And, this has been especially true of chicks.

For example, take this amazon review:

Let me start by saying this: Had I been walking through the book store for a new read, this is the last book I ever would have picked up. Seriously. The very last. For most of my life, I have been forced to sit through zombie movies or shows that, in my opinion, are always the same. We get it…they got bit, they look pale, they can’t talk, they eat humans. Moving on. I am not into zombies. I am a girl. I prefer feel good stories with feel good endings. I have a knack for data mapping these kind of books before the events even unfold.

That all changed with Ben’s “Zombie Cop”. I could feel myself getting completely captivated as the author has a way of making the characters feel like people you would want to hang out with, keeping the story line titillating and a fast paced, and…for the most part…being unpredictably sick minded and merciless.

Chapter ten really effed with my head so ladies beware. I almost stopped reading the book here. I continued, though, and I am glad that I did. My need for closure (and some recent attempts to do pull ups) gave me the inner strength to forge onward to an ending that I found incredibly unique and exciting.

This is a great read for anyone with a twisted mind that loves sick stories….or for people who are just completely ignorant, thinking that this story will be like “all the others”.

Ah yes, chapter 10.

One lady reader said she got mad at me while reading it.

She says:

“Ben, you really made me mad because you have zero filter for your ideas.”

She’s right, of course.

It IS a disturbing chapter.

But, necessary.

Why?

Because when writing (and this goes for copy and emails as well) you can’t censor yourself. If an idea or word or analogy — no matter how politically incorrect or taboo — needs to be said to tell your story or make the point, then you put it in and let the chips fall wherever they may.

Case in point:

If Hollywood ever gets a hold of my book they’d probably want to strip out some of chapter 10’s contents.

Or, at least, water it down.

(Or make it an “implied” scene.)

But that’d only hurt the story.

(In my humble, but accurate, opinion)

The events in that chapter HAVE to happen in order for you to hate (and I mean really hate, as in get emotional about it on some level) the villain.

Anyway, something to chew on.

BTW, speaking of Zombie Cop…

I’m guts deep into the sequel’s 2nd draft this week.

The sequel is called “Vampire Apocalypse” — and is book 2 of this 7-part series of novels.

Should be ready by Christmas.

In the meantime:

If you haven’t read “Zombie Cop” check out the URL below.

It’s gotten a bunch of 4 and 5 star reviews and testimonials — including from a few world class copywriters, bestselling authors, an “A list” book cover artist (who designs covers for all the big mainstream book publishers), and lots of people who never ordinarily even read fiction but loved every deranged word of it.

The chicks dig it, too.

Especially since, it effs with their heads.

You can read the first couple chapters free here:

www.ZombieCopBook.com

Ben Settle

P.S. If you read it and haven’t left a review yet, I’d be as happy as a flesh eating zombie at a nudist colony if you would write one up real quick (can be short, it’s all good) for amazon.

Gracias in advance…

Here’s what’s inside the September “Email Players” issue:

(Today’s the deadline to get it before it goes to print)

• The “bait the hook” strategy of one of the most successful direct mail copywriters walking the earth today. (This is probably the most profitable email secret I have in my toolbox — now you can use it, too.)

• A secret way to get hundreds of email subject line ideas generated for you.

• How to use Facebook to nail the perfect USP (unique selling proposition).

• A solid “game plan” for clearing 7-figures per year writing just a few emails per day. (The exact goal I’m working towards now — including what I’m doing, how I’m doing it, and how you can do the same, assuming you’re not afraid of grueling hard work to build it.)

• A “mad man” era advertising secret that can make nearly all your ads and emails 10x’s more persuasive and profitable.

• How to turn books, movies and articles you read into an endless series of profitable emails.

• How to use the exact method Jerry Seinfeld uses to write world class jokes… to bang out hundreds of profitable emails per year.

• The title of a novel that shows how even an ugly alcoholic writer used to attract hundreds of women. (Nothing to do with email marketing, but if you’re a single guy struggling to get dates…)

• And a bunch more…

Including a bonus training on how to use PPV (pay per view) ads to generate lots of targeted, “ready to buy” traffic for just pennies.

(Even in markets rife with competition.)

Today’s your last day to get in on this.

To nab this issue in time go to:

www.EmailPlayers.com

Ben Settle

More email lessons from the movies:

Once upon a time, I wrote in an “Email Players” issue about a powerful email persuasion formula I’d been using for years, but never saw it systematized before (just did it instinctively) embedded in the movie:

“The Tao Of Steve”

It’s “B movie” quality.

And, hokey at times.

But, if you look at it through the eyes of a marketer you can pick up some huge ol’ fatty nuggets of gold from it to use in your emails, blogs, podcasts, videos, articles and any other kind of selling.

One of which is the “Steve” vs “Stu” question.

Here’s the story:

The main character Dex is a fat, underachieving slob but who is also a master at swooping hot women anyway — and he ends up explaining to his buddy Dave his philosophy on being “Steve”.

Steve is the prototypical cool American male.

Like Steve McGarrett.

Steve Austin.

Steve McQueen.

Etc, etc etc.

Yet Dave is no Steve.

He’s kind of a dope.

Repulses women.

And, thus, does not get called “Steve” when he hangs with Dex and his other friends (as they all greet each other “hey Steve” when they hang out for poker — but only greet Dave with “hey Guy.”)

So Dave asks:

“Okay, so if I’m not a Steve, then what am I?”

Dex replies:

“You… You’re… a Stu.”

Stu being the exact opposite of Steve.

And guess what?

We got the same phenomenon in the marketing world.

The Steve’s make things happen.

They attract JV’s.

They attract customers.

And, yes, they attract sales.

The Stu’s?

Not so much.

(No offense if your name is really Stu, btw — keep it in context…)

They’re constantly struggling, have no long term plan, repulse JV partners away and never stop riding the “guru carousel” — falling for every goo-roo offer, lie and BSO (bright shiny object) launched by anyone with an identifiable name.

They never bother mastering the fundamentals.

Never stop being infatuated with nonsense.

And, thus, never win the game.

Eventually everyone must ask themselves:

“Are you a Steve or… a Stu?”

Steve’s have a solid base of repeat, happy customers.

Stu’s often have a string of jaded one time buyers.

Steve’s are bold, fresh and original.

Stu’s only know how to swipe, steal and never innovate.

Steve’s mainly study their market.

Stu’s mainly study “persuasion tricks.”

Steve’s have more JV offers than they can handle.

Stu’s are ignored by possible JV partners.

Steve’s are 100% non-needy with their lists.

Stu’s are 100% super needy with their lists.

Steve’s seek out ways to invest money to grow their businesses.

Stu’s only chase free and cheap.

Steve’s are players in business.

Stu’s are merely spectators in business.

(Eating the hotdogs and buying the t-shirts, while watching, judging, imitating and sometimes even heckling the players from the safety of their nosebleed seats in the bleachers.)

Be honest with yourself.

Are you a Steve?

Or a Stu?

If you’re a Stu it’s not too late to change your wicked ways.

You can begin by treating your business as an actual business and not a get-rich-quick scheme. By looking at products that can help you grow as investments and not “costs.” And by being ruthless with the teachers you pick and products you buy — studying them over and over and over (i.e. read 10 great books 10 times, instead of 100 mediocre books 1 time).

This is the mindset I teach in the “Email Players” newsletter.

It’s wholly inadequate for the Stu’s.

It’s ONLY for the Steve’s.

Stu’s who join are quick to quit and slow to implement.

(If they implement at all.)

Steve’s RUN with the info.

Are fast to implement.

And are anxious for more the next month.

(Often nervous if it’s even a day late to their mailbox.)

If you’re a Steve and want to blast your sales to the next level, there’s still time to get in on the September issue.

But, time is short.

And you can’t put it off much longer.

(Besides, only Stu’s procrastinate.)

If you want in go here today:

www.EmailPlayers.com

Ben Settle

P.S. Speaking of “Email Players” being late to the mailbox…

Due to Labor day and the sale I just had, I am extending the deadline to get the September issue until this Thursday (when I send the list to the printer first thing in the morning). So if you want in there’s still a little time to get it.

Everyone loves predictions.

I don’t know why, exactly.

But people eat them up (which is why they make for great “fodder” for emails, sales letters and other marketing materials), and I eat them up as much as anyone…

Case in point:

Here are some predictions I made for 2013 last year.

Of course, the standard disclaimers apply:

I’m NOT a prophet, a fortune-teller or even Miss Cleo — but it’s funny how all 3 of these things ARE happening right now, and will become even more relevant by year’s end (where I’ll make more predictions for NEXT year, of course…)

Anyway, here they are:

Prediction #1:

Credibility will be KING.

“No duh”, right?

Still, judging by the lack of ads with ANY credibility elements whatsoever… just taking the time to put SOMETHING credible in your ads should make you stand out like a fart in study hall.

Prediction #2:

The economy will get 10 times WORSE.

In fact, we’re already in Great Depression 2.0.

But the government is spinning numbers like crazy.

Frankly, bad as it is now, imagine it 10 times worse. Personally, I don’t see any way around it. And even if I’m wrong, it never hurts to imagine the worst case scenario and plan for it, right? Luckily, as Ken McCarthy recently told me (he’s always studying this, and his insights are eerily correct…):

“If you know how to sell, you should be fine.”

(Good news if you’re studying marketing, copywriting, emails, etc.)

And finally…

Prediction #3:

I predict many of the people reading this email wanting to get better at writing ads and sell more products will NOT order the $20 Eugene Schwartz copywriting seminar sale (that ends TODAY at midnight eastern time).

Why?

Maybe they’re suspicious?

Suspicious it can’t POSSIBLY be as awesome as I say it is?

That there’s nothing “unique” inside?

Or it’s just another empty goo-roo product?

Hey, can’t blame them.

But check out this email from customer Jeff Mitchell:

“I rarely ever thank someone for promoting something to me… but this was hands down one of the biggest steals that i have seen in the industry for a long time. The value of this $20 product is potentially millions. Thank you for sharing it.”

Not too shabby a testimonial, is it?

Whatever the case, this sale ends today.

After that, it goes from $20 back to $297.

Here’s where to get it:

http://www.CopywritingGrabBag.com/labor

Yes, this IS my affiliate link.

And when you order through it, you get two more goodies:

1. A 527 ad swipe file (which includes Gene Schwartz ads)

2. “The Sales Letter Jam Session” (which teaches you the nuts and bolts of how to build an ad from beginning to end)

There’s no time for dilly-dally, though.

This offer ends tonight at midnight.

Ben Settle

P.S. Here’s the link again:

http://www.CopywritingGrabBag.com/labor