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)

I got myself a new copywriting protégé.

Every day after I’ve given her the privilege of fetching my meals, tidying up my house, washing & detailing my car, running my errands, etc (I even have her fooled into believing that, like the Karate Kid, all these chores have a purpose behind them — but really, there’s not, I just like the idea of having someone else do this stuff heh)… I *sometimes* get around to teaching my new copy fledgling a few things about copywriting.

The most important thing I’ve taught her?

Well, it’s the most important thing ANY copywriter can know.

But, not just copywriters.

This goes for any marketer, period.

Anyway, what is this one thing?

Well, it ain’t superior writing & spelling talent.

Or learning all the latest NLP and so-called “ninja” persuasion tactics.

Or having the best swipe file.

Or even having the best teacher.

(Loathe as I am to admit that…)

No… it’s simply:

Research, baby.

Cold, hard research.

What makes all the difference between the best copywriters who make the lions share of rupees and the struggling ones is knowing the product better than its creator. Knowing the market better than it knows itself. And, knowing what the market already wants, and how to word offers so people enjoy and even look forward to seeing them (i.e. being what Dan Kennedy calls a “welcome guest.”)

And you know what?

Don’t think I don’t practice what I preach.

(Even if I never slaved away for copywriter like I make my protégé do for me)

In fact…

This goes double for our Oceans 4 Mastermind Workshops — which makes them the best in the business (in our humble, but accurate, opinions).

People have understandably asked us:

What makes OUR deal different?

Why pay us to go to our mastermind/workshop when there are dozens of others from people who either charge less for theirs or have bigger “celebrity” appeal than we do?

A good question.

So, allow me to retort:

As my biz partner Ryan Levesque says…

First, this is a REAL mastermind.

We keep this thing SMALL and elite for a reason.

Everybody gets a LOT of personalized attention.

Both from US…

And from the rest of the group.

(Because the event builds such a tight-knit group, your fellow attendees will become some of your most valuable business contacts for years to come.)

Why is small so important?

Well, put it this way:

If you see someone pitching you a mastermind and there are 25, 50, 150 people part of that mastermind?

That’s not a mastermind.

That’s a f*cking conference.

There’s a difference.

And you should know what you’re signing up for.

That’s number one.

Number two…

One of the things we do that NO other mastermind does…

Is me and boys, dig deep into your business BEFORE we all get together in person.

We look at your funnels.

We dig into your emails.

We rip apart your sales letters.

We secret shop you.

And the REASON why we do this is so we can hit the ground running when we get to your hot seat. We don’t waste time asking stupid questions about what you do.

We know.

Because we’ve completely dissected your business.

All our questions are answered BEFORE you show up.

Which means, you get nothing but pure unadulterated value at the event itself – with detailed, step-by-step, actionable advice…

Anyhoo…

Sound like something you want to be part of?

Yes?

Then here’s what to do:

Simply reply to this email.

Include what kind of business you have, what you’re looking to gain from a mastermind like this… and any other questions you have.

Alrighty then.

Until tomorrow…

Ben Settle

P.S. If you are worried (and I know you are concerned about this, sweetie) that my copywriting protégé is reading this email and mad at where I admit fooling her into doing all my errands…. relax. You can rest assured she’s FAR too busy doing all those chores to read my emails right now.

In fact, today I have her cleaning the gutters.

She should be done by tonight some time.

And, I’ll be going up there and inspecting her work with a flash light to make sure it was done right later.

This teaches her a valuable lesson:

Responsibility.

And, the value of hard work.

Something few copywriters understand.

I should get a medal for my generosity…

It’s a red-letter day in Ben Settle Land atop my grinch-like cave overlooking the Whos in The Burgle.

What makes this day special?

And, more important, why should you care?

The answer is simple my little skeptic:

Today is the 9-year anniversary of the last day I ever worked at a job, for a boss, pouring my time, energy, and talents into giving a bunch of other people a fun lifestyle, instead of myself.

And you know what?

I’m gonna celebrate.

And, I’m gonna celebrate two ways:

1. I’m gonna play golf in the middle of the day in honor of all the people slugging it out at their jobs and fighting traffic on hot, congested freeways just to go home, get a few hours sleep and do it all over again tomorrow.

(The way I see it, I owe it to those poor bastards to enjoy this day on their behalf.)

2. I’m having a $100 sale on my “Copywriting Grab Bag” product.

Why this particular product?

Because copywriting was the skill that liberated me from the job world so I can work exclusively for myself.

Yes, I’m an email guy.

But, copywriting will always be the love of my life.

My “first”, if you will.

And, because of that, I’m giving you a $100.00 discount on it if you “grab” (heh) it by midnight (Pacific time) tonight.

That’s just 12 hours from now, babycakes.

So here’s how to get it:

1. Go to this link:

www.CopywritingGrabBag.com

2. Put this coupon code in the shopping cart:

FREEDOM
(copy & paste it in the box exactly as is)

… where it says “coupon code (optional)” just to the left of the price. Make sure you click “apply” and see the price change before entering your info.

And that’s it, amigo.

Happy anniversary to me.

And, now, to you.

Go forth and profit immensely from it.

Ben Settle

P.S. ‘lest you think this product is just more of the “same old, same old” copywriting info that’s been recycled and regurgitated around the Internet, it’s gotten testimonials (not back scratching testimonials — real ones) from guys like Ken McCarthy & Terry Dean (7-figure copywriters and two of the “founding fathers” of Internet marketing)… as well as copywriters who write copy for all the big name gurus and even for monster companies like Apple and a professional baseball team.

But, a word of warning:

This product ain’t no sipping tea.

It’s thick.

It’s meaty.

And, it’s not something you casually go through.

(It takes months to absorb it all.)

In other words…

People who are opportunity-minded (not that there’s anything wrong with that) instead of investor-minded should not waste their money on it.

Again, here’s the link:

www.CopywritingGrabBag.com

The coupon code to get the $100 discount is:

FREEDOM
(copy & paste it in the box exactly as is)

Once upon a time I received a really cool gift from Gary Bencivenga (universally considered the world’s greatest living copywriter).

It was a 32-page book called:

“Obvious Adams”

It’s a short story about an advertising man who was not the best or most skilled copywriter… but whose ads were ultra successful simply because he knew how to spot the “obvious” solutions to problems.

It’s an absolutely fascinating read, too.

And, it teaches a special kind of “mindset.”

(Not found in other marketing books.)

More:

Even though it’s 98-years old, it’s even MORE relevant today.

Case in point:

At our last “Oceans 4” mastermind workshop we were talking about how to increase conversions to OTO’s (one time offers). And, I kinda just brain farted out an idea to the room.

It was an idea I had long thought about.

And, had always wondered if anyone tested.

(I had never tested it myself because I don’t have a large product line — which it requires to test.)

Anyway, what was this idea?

I can’t say.

Everything taught at Oceans 4 is confidential.

Everything stays in the room.

And, we don’t allow recordings.

But, I can say this:

Daegan Smith (arguably the world’s top list building guy — who attended as our special trainer last time) said this “obvious” idea that, to our collective knowledge, nobody had ever tested, would add at least $100k over the course of this year (he even gave me a nice testimonial saying so).

I know, I know…

I’m being an ad-hole here not saying, ain’t I?

I can feeeeel the anger in you, young Skywalker.

But don’t let it bother you.

Because the “magic” was not in the idea.

It was in the OBVIOUSNESS of it.

There was zero genius behind the idea.

(As much as I’d like to say so….)

Yet, at least 2 other people in the room (including one of the single most successful marketers in the muscle building niche) are enthusiastically testing it.

Anyway, the point?

Everyone seems to teach complicated.

Everyone seems to value complicated.

Everyone seems so easily seduced by complicated.

But the best, most profitable and life-changing marketing ideas are rarely complicated at all — usually, they are simple, easy-to-implement, and ignored by the majority.

More:

That one obvious idea was just ONE of dozens that weekend.

And, it probably wasn’t even close to the most profitable idea — especially compared to the testing data, ideas and real-world tactics flying around the room from the other Oceans 4 guys, the attendees and our other guests… which included companies like the #1 company on Clickbank… Agora Financial (9-figure per year newsletter empire)… a media buyer who buys $10+ million per year in media… the world’s top sales funnel consultant… the affiliate manager for one of the top Internet marketing teachers on the planet… and the list goes on.

These masterminds are just ridiculously valuable.

Nobody can fathom why we only charge $5k.

But, that’s what it is this time.

And, *obviously*, spots are going fast.

(We only allow 8 max in the room).

If you want more info simply reply to this email.

Let me know what kind of business you have (some businesses we can’t allow in — such as businesses that compete with attendees already signed up to go) and any questions you have.

I’ll get you the info you need.

And, who knows?

Maybe I’ll see ya in Austin in October.

But you best hurry.

Giddy-up.

Ben Settle