Ben Settle

A few weeks ago I got a nice surprise:

A testimonial from one of my all-time favorite copywriters (and copywriting teachers) Bob Bly. If you live in a subterranean cave and don’t know who Bob Bly is, he’s the man McGraw Hill calls “America’s Top Copywriter” and is the author of over 75 books. (Including the “bible” of copywriting books: “The Copywriters Handbook” which even the great David Ogilvy said he didn’t know a single copywriter whose work would not be improved by reading it, including himself.)

Just reading Bob’s ads is a power education in copywriting.

And you know what else?

A few years back he schooled me on another thing, too.

Something that’s kept me prolific.

Has made writing emails more fun.

And, has upped my sales considerably.

What was the lesson?

It was in an interview Bob Bly did with Michael Senoff. And, he explained how he is able to get so much work done on a regular basis while most copywriters are barely able to meet a deadline 3 months out.

His secret?

Something he learned from Issac Asimov.

What???

You don’t know who Isaac Asimov is either?

It’s like I don’t even know you anymore!

Sheesh.

Listen, Isaac Asimov (IA) is a science fiction writer and science writer who had the record of being one of the most prolific authors of the 20th century. And basically what he did is, he worked on LOTS of different projects at the same time. So, if he got bored or burned out by one thing, he went to something else that excited him, and that way he always stayed interested and turned on by whatever he was working on.

A powerful tip, indeed.

Use it.

Apply it.

And, yes, profit from it…

Here’s something else you can profit from:

There is something I did in THIS email (besides the obvious thing about Bob Bly’s testimonial) that I teach in the November “Email Players” issue that can help make ALL your emails (and ads) more believable.

It’s on page 10.

And, it’s one of the most profitable email “secrets” I know.

But this issue goes to print Friday.

So if you want in best hurry.

Time is of the essence.

Go here next:

www.EmailPlayers.com

Ben Settle

A little TMI on ye olde personal life for ya…

“Ben, you’re just afraid of commitment!”

I hear that every now and then.

And it’s amusing, isn’t it?

Especially since, chicks who say it have it completely backasswards.

Why?

Because you can’t build a business from scratch… forgo basic necessities for years in the pursuit of your goals… go 24+ hours without sleep to make crushing client deadlines… write daily emails to multiple lists… relentlessly go out and fail over and over and over and keep getting back up no matter how tired or burned out or bloodied you get… etc… and be “afraid” of commitment.

I argue entrepreneurs are the EPITOME of commitment.

We have to be.

Think about it:

We wouldn’t last 6 months in the cutthroat business world if we didn’t have the ability to not only commit… but commit even during times of intolerable stress, pain, failure and, sometimes, even humiliation.

So really, it’s a dumb accusation to make.

And, I can’t even take chicks who say it seriously.

Now, let’s get down to bid’niz:

The November “Email Players” issue goes to print Friday, which is just 1-2-3-4 days from now.

It talks about how to build proof into your emails.

Proof equals belief.

And, belief equals more sales.

Why?

Because nobody buys without belief, babycakes.

Anyway, here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

(Yawn…)

Turns out I was right again.

No big shock, though.

As I’ve said before, I’m wrong so infrequently that, statistically, it’s like it never happens at all…

“Email Players” subscriber Ian Stanley writes:

(In an email with the subject: “You were right as usual” heh)

“First off, you were right. Last time we talked I told you we were sending people to blog posts. It’s been doing pretty well but today is our first test with a straight to offer email and it looks like it’s going to win.”

He also asks about my “Email Players Crib Sheet”:

(A $37 one-time offer to new “Email Players” subscribers)

“I was wondering if you have ever sold that up front on your list? I know you use it as an upsell but I think quite a lot of fence sitters would jump at that offer based on the price and the non-commitment to monthly payments. The value in that thing is INSANE. I didn’t realize I never read through it all because I jumped straight to the templates from day 1 but I’ve been going through it again it’s an awesome book and for anyone with a list it should at very least pay for itself after one 5 minute email.”

This is a good question.

I don’t sell it up front due to my business model.

(Explained in the April 2013 “Email Players” back issue — for sale to current “Email Players” subscribers only.)

I have a very specific order I sell in.

A way 99% of IM’ers don’t understand.

Makes it easy for people to buy.

And, that flat out works.

(It’s used by Amazon, Apple Computer, martial arts schools, movie franchises, airports and probably every restaurant you’ve ever been to — the guy I first learned it from is, IMHBAO, the most underrated marketing genius on the Internet.)

So that’s why I don’t sell it upfront.

Anyway, the November “Email Players” goes to print next week.

Subscribe here while you can:

www.EmailPlayers.com

Ben Settle

P.S. You know that part about me being wrong so infrequently that, statistically, it’s like it never happens at all?

That’s just sarcasm.

Not to be taken literally.

(I’m wrong a LOT, failure is the best way I learn anything.)

Yet, I wonder how many boobs took it literally?

hmm…

Finally set up ye olde home office since moving couple weeks ago.

And, one of the things I put up is a bulletin board on the wall tacked with all the post cards, thank-you notes and testimonials I’ve received via snail mail (way more impact sending this stuff via snail mail than email) from customers, clients, colleagues and subscribers.

My favorite is the one that says:

“To the Heisenberg of email…”

(It came with a t-shirt of Breaking Bad’s “Heisenberg”).

Anyway, why put these up on my wall?

To stroke my own ego?

Hardly.

You see, while I show you *some* of the hate mail, bat shit crazy comments and borderline personality disorder “drive-by” insults… I don’t share the really disturbing stuff.

And, yes, it can get disturbing.

Some of these dorks need serious help.

And so, what these positive comments and testimonials do is, they counteract all the dingbat comments and negativity (which can turn you cynical and cold-hearted if you let it).

It also reminds me there are good people out there, too.

People who work hard.

Have gratitude.

And, always move forward.

(Especially after setbacks.)

These are the people I strive to attract into my life.

It’s also why I cut people out of my life who whine about their jobs… blame other people for their problems… and refuse to take responsibility for their decisions.

Not saying they’re “bad” people.

But, they suck the life right out of a room.

Don’t realize how repulsive they are.

And, attract other losers towards them who feed on that negativity like vampires feeding on a plump, veiny neck.

Anyway, moral of the story?

Not to get all Earl Nightingale-y on you, but:

Your mind is fertile ground.

It’ll grow whatever you plant — good or bad. And, it doesn’t discriminate or care what you put in it.

So, pull the “weeds” regularly, Samwise.

And, always be planting good stuff.

Speaking of which…

The next “Email Players” issue goes to print next week.

Here’s what’s inside:

• 9 ways to embed ironclad credibility into your emails

• How to sue content thieves for fun and profit

• The #1 mistake lots of otherwise smart email marketers make that instantly dries up a customer’s desire to buy from you

• How to (ethically) control the way people think about you

• A secret way to turn your product’s biggest flaws into sales

• Why some of the best email marketing “teachers” are racist, communist, radical feminist and every other “ist” you can think of… (and yes, I name a few of them… but chances are you’ve never heard of most of them, so don’t expect any IM forum “gossip fodder”)

• And a ho’ bunch mo’…

But, the deadline approaches fast.

Subscribe here in time:

www.EmailPlayers.com

Ben Settle

I’m not a fan of a lot of Eastern philosophy.

But, I dig this quote:

“When a foolish man hears the Tao, he laughs out loud”

Why?

Cuz it has sooooo many applications.

Especially with the contrarian info I use (and teach).

For example, goo-roo fanboys laugh whenever I say:

• You can’t “scientifically” test email  (it’s impossible)

• Pitch something every day

• Ignore online sales letters when studying copywriting (especially copy for big launches)

• Don’t worry about typos

• Strive for MORE (not less) opt outs

• And, especially, stop giving out all your best ideas, content and tips free as “PROOF!”

Etc, etc, etc…

All the goo-roo fanboys laugh at the above.

Some even go on forums and rail against it.

After all, if something contradicts all the bullshit they’ve been wasting their money on, it’s only natural for cognitive dissonance to kick in and force their (already pooped out) rationalization hamsters to spin even faster…

Hey, do what you want.

What I care about is what works.

What saves time.

And, what brings in the most sales.

If someone wants to bore their list with hard content… obsess over unsubscribes… timidly pitch their product once per month… waste time thinking they’re “scientifically” tracking email metrics… all the power to ’em.

As for me?

And my “Email Players” droogs?

We’ll be the ones laughing.

(All the way to the bank — as the foolish ones jump from one bright shiny object to another…)

BTW, I mentioned proof.

The next “Email Players” talks in depth about this.

Specifically, 9 ways to embed layer upon layer of proof in your emails to make your claims sparkle with credibility.

Simply.

Easily.

And, using basically just words.

Go ye here to subscribe in time:

www.EmailPlayers.com

Ben Settle

It’s almost game time…

Last couple days I’ve been yapping about the next Oceans 4 mastermind hot seat training I’m doing with Andre Chaperon (master auto-responder writer, strategist and teacher)… Jack Born (the “Walter White” of creating marketing tools & Perry Marshall’s affiliate manager)… and Ryan Levesque (marketing funnel wizard who uses advanced neuroscientific principles to ramp up response rates for his multi-million dollar earning clients).

Our last one in San Diego was off-the-charts successful.

In fact, we just talked to a couple of the clients yesterday.

Their results so far?

(After just a few of the tricks they learned, they haven’t even had time to fully implement half of what they learned…)

One client has already *doubled* their conversions.

(And they’re already the #1 company on ClickBank.)

And another has seen an 86% boost in conversions using a stupid simple test anyone can apply to their landing pages without any technical know how.

Sheesh.

Clearly the 4 of us are underpaid…

Anyhoo, the “early bird” offer for our next event in February (in Vegas) ends in 59 minutes. If there are spots left (and we already have nearly half of them filled) you can still sign up later.

But, if you do it before 4:59 PDT you also get:

• Free Round-Trip Airfare & Hotel (up to $1,000)
• Free Marketing Sherpa Email Summit ticket ($1,095 value)
• Free poker chips for a little “after hours” fun... ($100 worth)

But the deadline looms.

And, there’s no time to lose.

Here’s what to do if you want in:

Go to:

www.Oceans4Mastermind.com

Opt in.

(It’s double opt in).

When you double opt in you will be shunted to a page laying out the entire offer, what you can expect and how to secure your spot.

And that’s it.

But the clock’s ticking.

Early bird deadline ends in a few.

So chop! chop!

Ben Settle

I once dated a girl whose friends I’d sometimes hang with.

They were all decent people.

And, it was fun at times.

But, mostly, it was painfully dull.

Why?

Because ALL they talked about was their jobs… gossip about their co-workers… (and about each other, when one of them wasn’t around)… and drone on about how dumb their bosses were, yada yada yada.

I tell ya it was like nails on a chalkboard.

I don’t know about you…

But I’d rather be water boarded than listen to people constantly complain about their boring jobs, their evil bosses and their lazy, back stabbing co-workers.

Especially when it’s their choice to be there.

(Viva Corporate America 2.0!)

So yes, it was dull.

But you know what?

It was also extremely PROFITABLE, too.

And I’ve made many more sales as a result.

How?

Because I’d take mental notes.

Catalog their biggest complaints.

(Including the language they used, very important.)

And, often email these notes to myself on my phone while they were in mid-rant. In fact, one time we took her friend to the airport, and it was 45 minutes of nothing but continuous workplace gossip… I couldn’t type fast enough on my phone to keep up!

(“Ben at least TRY to join the conversation…” heh).

Why would I do this?

Because that’s mainstream America.

It’s a big chunk of my market:

People frustrated with corporate world.

Who secretly dream of working their own deals.

And, want out of the rat race.

These are people I’m passionate about helping. And while, yes, it was boring to listen to, I’ve been putting that valuable marketplace intel to use in my emails ever since and seeing big results.

Hey, you HAVE to hang with your market.

Observe them in their natural habitat.

And, get cerebral and play chess with them on a deeper level than your lazy competition does.

If you don’t, you lose touch.

Sales suffer.

And, eventually, you go bust.

It’s ALL about your market.

Know thy market better than anyone else and you can’t lose.

More:

This “market first” mentality was one (of many) big take aways for our recent “Oceans 4” mastermind training clients. (So far, at least one attendee has starting doing this in his emails and ads and seeing *enormous* sales gains.)

And guess what?

We’re doing another hot seat mastermind in February.

This time in Vegas, babycakes.

And the value will be far greater, too.

Especially if you sign up before today’s “early bird” deadline.

This includes a free ticket to Marketing Sherpa’s Email Summit the next day ($1095.00 ticket for free), plus your travel & hotel expenses covered up to $1000, and even $100 of free poker chips.

But time is short.

You got ’til 4:59 PST.

Details at:

www.Oceans4mastermind.com

Ben Settle

Quiz time…

What do the following have in common:

• Agora Publishing ($200+ million newsletter empire)

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

• 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

Give up?

They were ALL represented at the recent “Oceans 4” mastermind intensive training in San Diego I taught at with Andre Chaperon (master auto-responder writer, strategist and teacher)… Jack Born (the “Walter White” of creating marketing tools & Perry Marshall’s affiliate manager)… and Ryan Levesque (marketing funnel wizard who uses advanced neuroscientific principles to ramp up response rates for his multi-million dollar earning clients).

It was a brutally fun time let me tell ya.

Here’s why:

We put each one of the attendees on the “hot seat” and viciously slashed away at their marketing problems, plans, strategies and copy with a sadistic glee that’d make Attila the Hun cringe at the horror of it all.

Emails & copy were sliced, diced and dissected.

Sales funnels were set on fire and destroyed.

And, entire marketing plans were brutally murdered.

(And resurrected stronger than ever.)

It was exhausting.

But, also sadistic fun for the 4 of us.

In fact, I suspect some of the attendees are still having nightmares from the experience. (For example, a couple times Andre and I almost held back on the emails we skewered out of sheer politeness — but that wouldn’t have done them any good, so we stayed in cold blooded “asshole mode” — next time we’re going to try to make someone cry…)

The result?

REAL breakthroughs were made.

Websites and copy were radically changed.

Sales funnels were bullet-proofed.

And, lots of new sales are rolling in…

Anyway, what’s this got to do with you?

Probably nothing.

Unless, you’d like the same treatment.

And, a free ticket to Marketing Sherpa’s Vegas Email Summit.

And, free round trip airfare & hotel.

And, some other fun “goodies” — like $100 in free poker chips, a private dinner, after hours party with us and some other cool stuff. (Since it’s Vegas one of the guys suggested tossing in a free lap dance, too, but that idea was instantly shot down… sorry, Tiger…)

But, there’s a looming deadline.

(Less than 48 hours.)

And, spots are limited.

Go here to see if you qualify:

www.Oceans4Mastermind.com

Ben Settle

Well, I’ve done the math.

Today will be the 21st (yes, twenty first!) time I’ve moved in my life time. I think I probably even got most military people beat on this one. Sometimes I joke how I’m in the wrong business — and should open a moving company, instead.

I have it down to a science by now.

But, that’ll never happen.

Because, frankly, I LOATHE moving.

There are few things I would rather NOT do than move.

I hate moving.

Moving sucks!

So what’s any of this got to do with you?

Probably nothing.

Except, even though I’m about to embark on a 3 hour drive and long day of furniture, major appliance and accessory shopping and moving, I still found a few minutes to bat out my daily email today.

To plug my product (see below).

And, to check in with my subscribers.

It’s a good discipline to have.

And will pay you mucho smackola.

Alrighty then.

I’m off.

See you on the other side…

Ben Settle

P.S. Almost forgot to plug my product!

What kind marketer would I be if I didn’t do that — even if just a “soft” plug (like this) at the end?

No marketer, I say.

No marketer at all.

So, here goes:

www.EmailPlayers.com