Ben Settle

I really dig the show “Dexter”.

Not just the thriller TV fanboy side of me.

But also, the marketing fanboy side.

Why?

Because of all the insights into human behavior.

Since it’s from a psychopath’s perspective, it’s like a marketer’s playground how it looks at human psychology, nature, empathy, decision making, and so on (I’ve gotten quite a few marketing ideas watching the show).

There’s also another reason I dig it, too.

A more blatantly “selfish” reason.

You see, ever since watching Dexter I have had the “bug” to visit Miami where the show takes place.

And guess what?

Later next month I’m finally going.

Specifically, for our next “Oceans 4” Mastermind Workshop.

(June 20th-22nd)

Oceans 4 is something I do with my friends Andre Chaperon (master auto-responder writer, strategist and teacher)… Jack Born (world class programmer and Perry Marshall’s affiliate manager — who’s like the “Walter White” of marketing, cooking up software for exploding sales in his motor home, with smoke billowing out of vents from his office)… And Ryan Levesque who has taught college level classes on advanced neuroscience at an Ivy League university, and uses that knowledge to build lists and funnels for his multi-million dollar clients (he has built the funnels of some of the biggest direct response marketing companies on the Internet).

Anyway, it works like this:

1. We keep these small (capped at 5-8 people)

2. We dig deep into each client’s business and “dissect” it

In other words…

We look at your funnels.

We dig into your emails (and, even help you rewrite them).

We rip apart your sales letters (and help you fix them up).

We secret shop you.

We get to know your business (before you get there) as well as we know our own businesses, so we hit the ground running when we get to your hot seat (and not waste your time asking you “get up to speed” questions).

More:

We bring in a special guest for further training.

Last time, it was media buying wizard Steve Gray.

(Who buys something like $10 million per year in media — he will be there again as a guest sitting in this time, too. Although he’s not there to teach like last time, you can ask him your questions about media buying, etc.)

Who’s doing the guest training this time?

One of the world’s top list building experts:

Daegan Smith.

Daegan has list building down to a science.

There are few people on the Internet who can do what this guy can do with lead generation and list building (I recently had a talk with the VP of marketing of one of the biggest lead gen websites on the Internet, and he was raving about Daegan and the things the guy can do when it comes to building lists).

More:

Daegan is gonna teach us some proprietary secrets.

i.e. nobody has seen this stuff but him.

This info cannot be found anywhere else.

For any price.

Or, in any info product.

In fact, here’s exactly what he told us:

This is something their ain’t no training on nowhere, and once you’ve got a network, traffic is a non issue forever. This shit, I’ve never shared with anyone, and the only reason I’m going to share it at your mastermind is because you guys have a strict no videotaping policy. This stuff better stay in the room.

Alright enough.

I’m jazzed about going to Miami.

I’m stoked about the hot seats.

And, I’m jonesing to learn Daegan’s list building info.

What about you?

You interested in attending?

Well, before you get too excited, we have “filters” in place.

We only want a certain kind of person in the room.

But don’t worry…

You don’t need to be a big shot millionaire to attend (although we’ve had a bunch of them attend before). Nor do you even have to be an Internet marketer. (We have helped brick and mortar businesses, too.) But, you should be doing at least $100k per year with a working offer, a quality product and a list (frankly, I suspect if you have a small list you will probably get even MORE out of this event due to Daegan’s training).

Bottom line:

This mastermind will not “create” sales for you.

But it can MULTIPLY your current sales.

Which is why both $200 million per year Agora and Badass Ventures (the #1 company on Clickbank) are attending for the 3rd time in a row.

It’s just a no brainer for them.

Just as it is for our other “alumni.”

(Which includes one of the highest earning affiliates in the hyper competitive weight loss and fitness markets.)

The experience level in this room is just nutzo.

During the hot seats nothing is held back.

No ideas are filtered.

No solutions withheld.

It’s just raw, “uncircumcised” teaching and learning.

(Which reminds me… if you are easily offended, or if you are kind of a prude, you should definitely not attend. This ain’t the Mickey Mouse Hour and when people get passionate about marketing, well, anything goes…)

Anyway, it’s just the coolest thing I ever saw.

And it’s also completely unique.

(Especially compared to other masterminds.)

It’s also crazy watching how everyone in the room starts getting into a “feeding frenzy” exchanging ideas, test results, strategies, tactics and “war stories” from some of the savviest marketers on the planet.

Alright enough.

This ain’t for everyone, obviously.

But, if you think it’s for you, we have a few spots left.

To apply to attend, go to:

www.Oceans4Mastermind.com

Opt in to the list.

Then, you’ll be forwarded to a page to learn more.

See you in Dexter land…

Ben Settle

P.S. Our “roster” of previous clients include:

• Agora Publishing ($200+ million newsletter empire)

• Bad Ass Ventures (The #1 Selling Company on Clickbank)

• The founder of the biggest job portal in Australia’s multi billion dollar mining industry

• A New York Times Bestselling financial author

• One of the world’s top marketers for PGA Tour Players

• Russell Brunson (Quite possibly the savviest online direct marketing genius I’ve ever met — just hanging out with this guy will make you a better marketer by “osmosis”)

• One of the world’s top affiliates in the hyper competitive weight loss niche

• And other leaders in their respective industries (like LinkedIn job training, building brand awareness, etc).

Again, because I haven’t always been clear about this:

You don’t have to be an industry giant to attend.

But, you can rest assured knowing you’re in a room full of people who are amongst the best of the best… all freely and eagerly sharing ideas and strategies and tactics with each other.

It’s gonna kick ass.

Maybe I’ll see ya there.

Here’s the link:

www.Oceans4Mastermind.com

Roll up, roll up… got some timely newz:

British “Email Players” subscriber Laura Leigh Clarke is interviewing me via video chat (i.e. Internet TV) today for her “Take Off The Breaks” achiever summit.

A few “tidbits” we’ll rap about include:

• A secret video on NetFlix that reveals nearly everything you need to know about writing emails people love to read, click and buy from within the first 10 minutes of the program.

• The single best place to get a free critique of your ads, sales letters, videos, sales letters, etc (these critiques are 100% free, and blow away any critique you can pay a copywriter or consultant for.)

• Jesus Christ’s secret to finding the best, most likely-to-buy prospects. (Don’t worry… this also works for atheists, pagans, infidels, heathen and, yes, even the drama queens who freak out when they’re wished a merry Christmas at Walmart. It’s probably the single best way to sell ever invented, and works for nearly any kind of product or service.)

• The difference between writing non-fiction and fiction.

• The funniest vampire story ever written? (Nothing to do with emails, business or marketing, but if you dig vampire movies & stories, this could be right up your alley…)

• A little-talked about way to arrange your notes to make podcasting more fun, more interesting and more profitable.

• How to use your unique personality type to get 93% more work done in 93% less time.

• Why extroverts are inferior to introverts (Yes, it’s true — if you’re an extrovert you might as well just accept it, lad.)

• Why I hardly ever go to church.

• The absolute worst kind of clients to work for. (I learned this from master copywriter and best selling author Bob Bly. And when I did client work, it made my work 10x’s more fun and profitable than otherwise. If you do client work, ignore his advice at your peril…)

• David Ogilvy’s best-kept secret for putting “control freak” clients in their place.

• The worst thing you can do with email marketing. (If you’re doing this — and most Internet marketers do it every day — stop. Just stop…)

• How to take all the pressure off when writing emails.

• 2 reasons why having a small email list can be more profitable and better than a huge email list.

• How to profit from thy haters.

• How to write a 1-star review (for Amazon, iTunes, etc — this is especially important for trolls who want to get taken seriously and not sound like idiots.)

• How to profit from troll reviews. (Since doing this, I look forward to review trolls leaving inane, pointless reviews on my Amazon books.)

• How to beat fraudulent refunders at their own game.

• And lotza more fun for the whole family…

So here’s the deal:

This “show” is free to watch.

And, you can register to see it at high noon Pacific time (3:00 pm
Eastern, 8:00 pm UK time) right here:

www.takeoffthebrakes.net/ben

Tomorrow:

More deviltry coming your way…

Ben Settle

Niiiice…

Looks like the wagging tongues of the BenSettle.com list were excited by Friday’s “anti-professional” email. And the question that kept coming in was “Ben show me some examples besides you of other anti-professionals”

My wish is your command:

• Soup Nazi (from “Seinfeld”)

• Tony Stark

• David Ogilvy

• Mike Ditka

• Michael Savage

• Gary Halbert

• Steve Jobs

• The guy who rakes in $30 million per year selling wine using JUST email whose methods I analyzed in an “Email Players” issue last year.

All are/were anti-professionals.

Or, at least possess(d) anti-professional tendencies.

Now, a word of warning:

I am NOT suggesting everyone be this way.

One big reason why is, most (I’d guesstimate 97% of online marketers) are not “wired” for it. They’re simply way too in need of approval and afraid they might (gasp!) offend others. Nor do they have a long term vision or mind of their own (i.e. the swipe and copycat culture of cheapness online).

And, thus, will just come off as fake.

Phony.

And, kinda desperate.

It’s just not “in” them.

That’s one of the main reasons I try to repel such people from even wanting to subscribe to “Email Players” — it will do them zero good long term.

It’s really a letter for anti-professionals.

Yes, professionals can (and do) benefit from it.

And no, UNprofessionals won’t.

(They’re always wanting to trick and manipulate people into buying, which is the exact opposite of what I teach).

But really, it’s for anti-professionals.

For everyone else?

They should pass.

And, go with more conventional training.

(There’s plenty out there.)

More info here:

www.EmailPlayers.com

Ben Settle

On today’s “Ben Settle Show” Producer Jonathan and I edu-ma-cate the fandom on:

• How to make more sales by raising your prices.

• The secret of the “reverse pyramid scheme.”

• How to attract customers who WANT to pay more for the kind of product or service you sell.

• How to exponentially increase your profits by telling people NOT to buy.

• The secret way Walt Disney used to build his empire. (Not only is doing this free, but I just watched a local business go from $0 to so big it has to hire employees in just a matter of a few weeks doing this.)

• The “churn & burn” mistake 95% of online marketers (chances are YOU are doing this) make that is killing their sales.

• A “hokey” (but extremely effective) way to run a business, that attracts the highest quality customers and prospects.

• The business book everyone should have a copy of (TMI alert: this book has sat in my bathroom for 6 years, I get so much gold from it).

• And a ho’ bunch mo’.

Get your podcast lovin’ here:

www.BenSettleShow.com/itunes

Ben Settle

Trick question:

What’s better…

(1) a BUYER

or…

(2) a CUSTOMER

— on ye olde list?

Before you answer, check this out:

One of my favorite all-time business books is Ken McCarthy’s “System Club Letters” book. It costs a “whopping” $20, and contains a powerful lesson that radically changed the way I do business.

What’s the lesson?

Survey says:

Building a list of customers vs a list of buyers.

Hey, it may not be sexy, but it’s got TEETH.

Big, sharp teeth.

Teeth that can protect your righteous bootay from the vagaries of the economy, changing market place conditions, and, yes, even your own mistakes.

Here’s why:

A BUYER is someone who buys ONE time.

He MIGHT buy again some day.

But usually, he buys one time.

Then, he moves on to the next bigger and better thing.

But a CUSTOMER?

A customer makes it a “custom” to buy from you over and over and over. So instead of a one-time sale, he buys from you multiple times — years into the future. Plus, many of these extra sales are practically handed to you on a silver platter (made before you even create your next product in many cases) because of all the trust, and respect and loyalty they have for you.

I call it “selling in advance.”

And it works even if you suck at selling.

Even if you struggle writing copy.

And, even if you aren’t a marketing jeenius.

And guess what?

I talk about this concept (albeit in different terminology) on tomorrow’s “Ben Settle Show” podcast. Specifically, I show you how to arrange your business so you are only building a list of customers, and not just a bunch of one-time buyers.

Speaking of the show…

We were #8 a couple weeks ago.

(In our biz sub category which has 300+ other shows.)

So, someone’s listening.

Someone’s learning.

And, yes, someone’s profiting.

You can join in the fun, too.

Start with checking out the archives at:

www.BenSettleShow.com/itunes

See ya tomorrows…

Ben Settle

A reader digs my “anti-professional” philosophy:

Ben I hav been reading your blog posts and saw one about being an anti professional which i loved. I have never heard that before and it goes against so much of what I am being taught (I am a brand new newbie to IM can you tell lol). Can you give more examples of what this means??? thanks you!

Well, it’s not about being UNprofessional.

Nor is it about being squeaky clean, either.

Instead, it means things like:

• Not kissing butts (the customer is never right)

• Not whoring out your time on Flakebook and blogs answering questions or responding to comments all day (you’re too busy doing real work… or else playing…)

• Not letting just “anyone” buy (people gotta qualify)

• Seasoning your marketing with some salt if needed

• Never fearing losing a sale

• Using your own personality, regardless of if anyone likes it (or you) or not

• Telling the cold, hard truth even if it stings hearing it

• Getting comfortable with being polarizing

• Calling out nonsense when you see it

• Not caring what others think

• Not relying on clients, JV’s or affiliates (maybe you do business with ’em, but you don’t need ’em)

• And so on…

Bottom line:

You’re the guy on your horse going it alone, living by your own code of honor and following your own rules — the dude who doesn’t try to impress the customers, but always gets the sale.

Dig?

No?

Well, stick around then.

This is why I get mush cookies emailing me about the things I do and teach — rationalization hamsters spinning like tops, writing me long emails trying to explain why I’m wrong even though what I do works.

But, remember:

Anti-professional doesn’t mean UNprofessional.

You have to do business RIGHTEOUSLY.

You have to truly care about those who want the problem you solve taken care of, and be willing to take an “L” with the lukewarm or cold prospects who don’t care for your personality, don’t show respect for the way you do business and who don’t have any real intention of spending money to solve their problems to get what they want.

There’s a ho’ bunch more to this.

I’ll definitely do an “Email Players” issue on it some day.

But for now, realize:

It won’t make you popular with the “in” crowd.

(Some will even despise you.)

And so, it ain’t for the weak minded.

But in many ways it’s what my email system is based on.

And, it works for me.

Anyway, more at:

www.EmailPlayers.com

Ben Settle

I recently finished reading a book called:

“Bare Bones: Conversations On Terror With Stephen King”

It’s a book of interviews he did.

And, there’s lots of gold in them thar hillz for email marketers.

For example:

The story of his smash hit book “The Shining”. Originally, the title was “The Shine”. But, some executive said they can’t use that title because there is a black cook in the book, and he feared people would think the title was referring to him. (i.e. “shine” was a term from WW2 some people used to call black people). Kind of a dorky choice, actually — considering anyone with an IQ over 80 would know it wasn’t talking about the cook, but the power the boy and the cook both shared.

Anyway, here’s the point:

They tacked an “ing” at the end.

So it became “The Shining” instead of “The Shine”.

Then, guess what happened?

A whole slew of horror books by wannabe Stephen Kings exploded on the scene. “The Piercing”, “The Burning, “The Searing” — the this-ing and the that-ing.

Of course, the wannabes all faded into obscurity.

Never being relevant.

Never being remembered.

Except, of course, for being hacks and knock-offs.

This happens in Internet marketing land, too.

Lots of people have a product title that’s a “Blueprint”.

Or a “Manifesto”.

Or is preceded by “No BS…”

Or is a “Cheat Sheet”.

(I even had one of them some years ago…)

My favorite was a few years ago when several “Brute Force” titles shot onto the scene at the same time. .

Nary an original thought.

Nary a shred of uniqueness.

Nary an ounce of creativity.

The original title is watered down & the rip offs look like hacks.

Listen, babycakes:

Marketers are supposed to be IDEA people. Yet, most are hacks and jackanapes who wouldn’t know an original thought if it bit them in the prostate gland — instead buying into the idiotic notion that creativity is bad and you should just “swipe & steal.”

Dumb.

Especially with emails.

Anyway, the point?

It doesn’t take much to stand out.

You just gotta do something unique.

Use your own personality, experiences and ideas.

And, not be a copycat.

That’s it.

That ALONE can give you a huge advantage.

So many emails are just a copy of a copy of a copy of someone else’s idea, hook or copy that simply writing in YOUR own voice, with YOUR own ideas and giving YOUR own opinion makes you stick out like a sore fart.

This is where “Email Players” comes in.

Obviously, it’s not intended for everyone.

(Like copycats and swipers.)

As the newsletter (and the book that comes with your subscription) shows you how to be original. How to be unique. And, how to write emails people like reading and buying from.

That’s why my boys & girls kick so much ass.

And, why the jackanapes are always copying us.

Which do you want to be?

An original who makes the lions share of sales?

Or, the hack who gets our scraps?

Go ye here to subscribe:

www.EmailPlayers.com

Ben Settle

Got a couple scrumptious “Zombie Cop” snacks to announce:

1. The audio book is now ready.

A lot of people said they were holding out for it, and it’s just been put up as of today.

It can be downloaded at:

www.ZombieCopBook.com

2. We’re up to 20 reviews.

THANK YOU if you left one.

I REALLY appreciate it.

It helps our rankings on amazon.

In fact, I have decided to do another contest. I am going to send a signed and numbered limited edition of the book to whoever gives the most helpful review.

And before you even ask…

“Helpful” does not mean 5-star.

It could be 1-star.

I just want helpful reviews.

Reviews that are honest, “from the gut”, and detailed that will help someone on the fence about buying make a decision. I will pick the most helpful one Sunday (May 18th) at the stroke of midnight. Then, I’ll email you the winning review. If yours wins send me your snail mail address and I’ll mail you one of these signed and numbered limited editions right to your doorstep.

Again, Sunday at midnight is the deadline.

In the meantime…

Here is one of the latest reviews.

A great example of a helpful review:

Completely unexpected from a ‘Non’ Zombie fan

I purchased the Zombie Cop book with very little expectation as I’m not a zombie fan at all.

Soon as I downloaded the book I figured I’d read the first chapter or two and see what it was about then put it on the shelf.

An hour later, and half way through the book I finally was able to shake out of the trance I was in.

The story line in the book is extremely engaging and makes you not want to put it down.

If you’re on the fence about this book I’d say grab it cause it definitely surprised me with the story, the different characters (and all their self talk), and the pace that it went.

You can read all the reviews (and 1st chapter free) here:

www.ZombieCopBook.com

Ben Settle

At the risk of being shipped off to “sensitivity training”…

A couple months ago I got a sweet lil’ politically incorrect testimonial from a guy on Twitter.

What did he say?

He said I am:

a refreshing voice in a field that is usually populated almost entirely with faggots

OMG.

Horrible, ain’t it?

But, is he right?

Well, in my humble (but accurate) opinion, email marketers should be iconoclastic. Challenge conventional thinking and popular opinion about whatever it is they write about. And, yes, be thought leaders who embrace controversy.

What do we get instead from a lot of marketers?

Emails that start with apologies for “bothering” their list.

Politically correct drivel that bores people to tears.

And, writers that curl up into a fetal position the second someone threatens to unsubscribe or not buy because of something they write about.

Screw that sideways.

That’s not marketing.

Or persuasion.

Or, even living.

Anyway, I like the adage (forget who said it) about how, if you ain’t making someone mad every day, you ain’t doing your job.

And, I will add, not having much impact.

Which brings me to our next order of bid’niz:

The June “Email Players” issue.

It shows you a special kind of email (with 3 examples) that:

1. Gets non-buyers shaking with anger
2. Turns on buyers on your list
3. Can make you many more rupees than usual

More:

It’s not only boosted sales in lots of markets I’ve sold in (from golf and self defense, to weight loss and people suffering from prostate problems)… but it also got the “seal of approval” from the worlds “most feared” negotiator (Jim Camp) when I was on a call with him for David Garfinkel and Brian McLeod’s “Fast Effective Copy” training a few months back.

But, a word of warning:

You WILL get blowback.

You WILL get more (gasp!) unsubscribes.

But, I believe you WILL also see an increase in sales, too.

(If you do it right…)

Only one way to find out, babycakes.

And that’s to subscribe.

Go here to get this biznatch before the deadline:

www.EmailPlayers.com

Ben Settle