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

On todays “Ben Settle Show” podcast:

• How to get dozens of emails written for virtually any affiliate offer you sell… without swiping even one single word or doing a lot of writing. (Producer Jonathan was a bit startled I gave this much away in a free podcast — but whatevs…)

• A secret way to use your phone to multiply the sales of any affiliate marketing pitch you ever send by email.

• The Southern Baptist preacher’s secret to selling to nothing but the best, most eager-to-buy prospects.

• A word-for-word example of the “shock effect” subject line I teach in the “Email Players Playbook”.

• A virtual business plan handed to you on a silver platter. (If you are an affiliate marketer looking to get started — do this, and watch what happens…)

• How to sell a “how to get traffic” info product by email.

• A “counterintuitive” way to make far MORE profits over time by making LESS sales up front.

• Anatomy of a horrible affiliate email pitch.

• Why I am the LAST person you should ever learn spelling, pronunciation or grammar from.

• A free gift to Amazon & iTunes trolls (this is my gift to the “no talent found” trolls out there who need a little help coming up with something intelligent to say…)

• And a ho’ bunch mo’….

Get your podcast’ lovin’ here:

www.BenSettleShow.com/itunes

Ben Settle

Here’s a tip for affiliate marketers.

Once upon a time, an “Email Players” — www.EmailPlayers.com — subscriber asked what to do when you are selling something as an affiliate that’s a first rate product, but has a sales letter so chock-full of hype, screaming and nonsense you’re literally embarrassed to send your list to it.

Do you just pass on selling it?

Or grit your teeth and send them there anyway?

I thought this was an awesome question.

Here’s what I suggested he write in the email:

“Look, personally, I am not a big fan of the tone of this advertising, it’s actually kind of insulting to my intelligence, and the advertising writer should be fired. But, the product is top notch, one of the best I’ve ever seen and I’m willing to put my reputation on the line you’ll think the same when you try it yada yada yada”

In other words… tell ’em the truth.

Will this hurt sales?

Actually, I bet you’d INCREASE sales.

Probably even by a lot.

Why?

Because nobody is blatantly honest like this, and it makes you stick out and softens the blow of the bad advertising. Plus, it shows respect for their time, too.

(You do respect your list’s time, right?)

It’ll make you more trustworthy in the future, too.

Hey, don’t take my word for it.

Try it yourself and see.

Or, even better:

Wait until after you hear tomorrow’s “Ben Settle Show” podcast.

Why?

Cuz I talk more about this in detail — and even hand you an affiliate marketing “business plan” on a silver platter anyone can use.

Watch for my email tomorrow, Batman.

In the meantime, listen ye to past episodes here:

www.BenSettleShow.com/itunes

Ben Settle

FADE IN:

Last year my pal Ricky Breslin sent me an article about how people still blindly believe social media is the Second Coming of marketing, even as hardcore social media cheerleaders (including Ford’s social media manager) are shying away from using the term at all.

Yes, social media has its uses.

And there will always be a market for it.

(People shoveling horse poo for a living will always need shovels…)

But, it’s always been a prime example of cognitive dissonance — where your brain comes up with rationalizations (and believe it even MORE) when something’s proven false.

It’s actually fun to watch.

Here are more examples:

• Believing the Nobel Peace Prize winning president has “the most transparent administration in history” (even with Fast & Furious, Benghazi, secretly obtaining reporter phone records and an IRS that targets its political enemies…)

• Insisting WMD’s are in Iraq

• Swallowing the Republicans want smaller government lie

• Thinking “low fat” diets make people skinny

• Believing insurance will be cheaper under Obamacare

And so on…

Poor lil’ hamsters.

Must be getting tired.

Anyway, I know some are ITCHING to write me a long, essay-like email response to this.

(Yes! Do it! Release the hamster KRAKEN!)

But, here’s a better idea:

Take that energy and write an email to your list, instead.

It’ll be FAR more profitable.

And, it’ll give ye olde hamster a rest.

Learn how it’s done at:

www.EmailPlayers.com

Ben Settle