Ben Settle

One of the more useful biographies I have read for business and marketing is movie director Frank Capra’s bio “The Name Above The Title” book.

It contains a ton of insights about making movies that apply directly to marketing.

Here are a few of them:

* There are no rules to filmmaking, only sins. And the cardinal sin is Dullness

* What interests people most is people

* Self aggrandizement will get you a lot farther a lot faster than modesty

* Entertainment is an amazing tool for rallying people against the “bad guys”

* Laugher disarms skepticism, cynicism, and even hostility

* Don’t look for objective criticism or praise… look for gut reactions

* Creating Vision can literally win wars

* Don’t make the best picture you ever made in the same year that someone makes Gone With The Wind

* FDR was such a great listener he almost converted Frank Capra into becoming a Democrat

* Too many filmmakers get their ideas from other’s pictures and not from life

* Wealthy hypocrites and celebrities in Hollywood constantly virtue signaling about “social justice” secretly had just as much contempt and hatred for the very people and causes they virtue signaled about in Capra’s day as they do today

* Trying to not offend people ruins movies

And the list goes on.

But Frank Capra’s most profitable marketing lesson was when he said this:

“Laughter was the disarmer, the friend maker. Entertain them, and audiences would accept most anything.”

I not only agree with this, but have witnessed and profited from it for some 15 years — including when selling in markets ranging from weight loss and self-defense, to golf and prostate problems, to internet marketers, MLMers, and biz opp seekers.

This is something email lets you play like a fiddle.

To learn more about Email Players go here:

www.EmailPlayers.com

Ben Settle

That is, if you’re a responsible person who makes good decisions.

Here’s what I mean:

I once got into a conversation about this idea of how society no longer — if it ever did — celebrates, cares about, or gives any kind of props to people who actually make society work, who build it up, and who keep it functioning.

And how instead… only the screw-ups who mostly contribute nothing do.

Certainly they get all the public attention, free press, and media propping.

That’s one reason why sales copy is often about a screw-up who fixed their situation, and never about someone responsible who isn’t a screw-up in some way.

Thus, they often go something like this:

* The obese person who got that way eating too much and not caring about his health who then got skinny

* The guy who got $200k in debt by reckless and irresponsible overspending who paid it all off and got rich

* The golfer who beat up his back, knees, and neck for decades because of his addiction to buying trendy, body-defying rotational swing gimmicks who found a way to play without pain

* The wet noodle-looking nerd who refused to lift or make himself more attractive who found a way to pick up chicks

* The guy who abused drugs and consumed estrogen-promoting foods when young and then went limp in middle age who suddenly gets raging woodies

And the list goes on.

Society as a whole not only doesn’t care about the responsible, the hard working, the dependable… but sometimes almost has contempt, jealously, and/or indifference to them. Take, for example, writers like the great Dan Kennedy writing another best-seller, or the great Bob Bly writing his 100th book (now well over 100), or Stephen King writing yet another novel.

Yes, their fans want it, get excited about it, and buy it in droves.

But I would guess nobody is patting them on the backs at home, or mass celebrating with them on Twitter, or drowning them in flakebook likes and PMs about it.

If anything, they probably get entitled fans bytching at them:

“Hey! Hurry it up with the next book already!”

Now, contrast that to many other blokes out there:

They announce to everyone who will listen how they’re finally going to sac up and take time to write a book. They tell everyone on social media, their family, their friends, their lists, etc… reveling in the likes, props, and “go get ’em, Tiger!” encouragement and validation they so desperately crave from strangers. They then spend two years horrified by the work ahead, the pressure to perform… and hide behind a bottle, or some other mind-altering substances… always talking about the book, but while sabotaging themselves… and never actually writing it or even starting it. Then, eventually, if they do finally write it, probably years later due to desperate need for money… they get showered with praise and high-fives, and are celebrated almost as heroes — despite all that wasted time, self-inflicted misery & stress, and possibly mental/emotional/physical harm to themselves, and maybe even others.

It’s not just in business or publishing, either.

It’s like this in all phases of society.

Nobody really cares when the responsible adult with a family gets up each day, punches in at work, earns a living, and doesn’t sabotage his life via drugs, partying, prostitutes, adultery, gambling, running up thousands in debt, and the list goes on.

It’s simply expected of him.

And, he neither expects or needs a pat on the back.

But, when the self-sabotaging screw-up who is always late, always messing up, always being irresponsible finally gets a job and puts a tie on or does something — anything — notable, everyone goes crazy with applause, props, and celebration.

Even the Bible talks about this in the story about the prodigal son.

A father has two sons:

1. A loyal, obedient, hard-working, and responsible guy

2. A complete screw-up who squanders his inheritance, breaks his dad’s heart, and ends up leaving only to become destitute, wallowing in despair, and begging to come back

And when son #2 does return, guess what happens?

He’s not only welcomed back with open arms, but he is treated even better than ever.

Meanwhile, son #1 is standing there with his John Thomas in his hand wondering what just happened, not realizing that he ultimately will get the prize (inheritance) and shouldn’t expect a pat on the back anyway, and should be happy for the screw-up coming back and being safe.

There are many lessons embedded in that story.

But, from a purely business perspective, here’s my favorite take-away:

The reason the irresponsible screw-ups are celebrated, and are the subject of so many marketing campaigns is because of several very important things, including being more flawed (and, thus, more identifiable and relatable) and, also, because of…

It’s essentially drama.

Drama is exciting.

Drama has impact.

And, best of all… drama makes more of the green stuff than non-drama does.

But, responsible, hardworking people simply don’t naturally create drama.

Only the screw-ups do, whether on purpose or not.

All of which is why normal, well-adjusted, and responsible guys have to learn how to create drama. Not stupid drama. Not abusive drama. Not even frivolous drama.

But, the kind of drama that sells.

Dramatic offers, dramatic guarantees, dramatic stories, and, yes… dramatic emails.

Very powerful stuff.

But only if you know how to use it.

For more on email go here:

www.EmailPlayers.com

Ben Settle

C’mere, sit on my righteous lap, and I’ll tell you a secret:

Back when Child elBenbo used to visit his dad every other weekend, we’d spend those Saturdays watching low-budget B horror movies. And, during the breaks, a guy dressed up like a ghoul called “Svengoolie” would do some kind of goofy skit or bit that’d help lighten up the dank subject matter of the horror movie playing, and even became “part” of the entertainment itself… often cranking up the ratings (and, thus, profits for the TV station) far beyond what they’d normally be.

Such is the sales & marketing power of a talented “horror host.”

And before you ask, a horror host is just what it sounds like:

A horror show presenter or host — in the tradition of the ancient theatre presenter — but who assumes a campy or humorous horror-themed persona like ol’ Svengoolie or Vampira or (my favorite) the Crypt Keeper. These horror hosts were often newscasters trying to make some extra dough on the side. But an awful lot of them were just talented boys or ghouls who knew how to take something that isn’t otherwise appealing and make people want to consume it.

Case in point:

There is an excellent documentary called “American Scary” about some of the most influential horror hosts who ever lived. One of the many different horror hosts & TV historians they quote is a guy named Bob Burns.

And in my opinion, he summed it up best:

“If [the horror host is] really very good you’d rather see them. The movie is secondary.”

Yes.

Criminals agree with that, too — as there were some studies done showing crime went down during certain shows each week with especially popular horror hosts.

You also probably agree, whether you realize it or not.

Because if you’ve ever watched, for example, a show like Tales From The Crypt, and found yourself looking more forward to that wrinkled little nutsack Crypt Keeper’s jokes and commentary than to the show itself then you, my friend, have experienced this phenomenon first hand.

Which brings your daily email “horror host” Bengoolie to the point.

Actually, I have two points.

1. These days even our entertainment needs entertainment to get it consumed!

2. To put some deeper thought into just what your “role” is as a marketer, freelancer, or business professional of any kind with something to say.

I’d argue you will be most effective if you play the part not just of email marketer, but as the “horror host” of your offers. And I would further argue the more complex, deep, serious, “professional”, and heavy the content you are selling, the more important this is to do.

Okay that’s that for today.

To learn more about the email-side of marketing go here:

www.EmailPlayers.com

Ben Settle

Since it’s that day that should be a Federal holiday but still ain’t (my birthday) today… I want to talk about something quite near & dear to my gruesome lil’ heart:

My next novel.

It is the 9th — and final — book of my Enoch Wars saga.

I started writing the books in August 2013.

And we will launch this last one next month in August 2023.

(So a clean 10-year journey.)

And if the feedback this final book in the series has been getting from the few who have read it are an indication, then it should be a big hit with fans of the series. I am already working on screenplays for them. And I have big plans to expand this into its own franchise — even if I have to somehow self-finance it all myself George Lucas-style.

In fact, here is what long time customer Daniel Throssell sent me about the 9th novel after I sent him an advanced copy:

Okay … I’m done.

Couldn’t help myself. Just had to finish it so I can focus and actually get back to my work.

My conclusion:

Magnificent.

Truly your crowning achievement in this entire series … and a fitting way to tie it all together.

I laughed out loud multiple times. I literally wept even more. I had my mind and theology challenged by ideas I had never heard before that have prompted me to study. And I was truly blown away by the delightful complexity of the plotline and how gripped I was the whole time.

I never would have thought that a book so full of sex, violence, gore, demons, foul language and so many other ‘evil’ things could be so edifying. Honestly. Not just as a fiction reader, but as a Christian, I felt convicted, challenged, and inspired by so many things in this book. And I find myself wanting to force all my brothers to read it too, to inspire them.

Anyway, thank you so much for letting me read this book. It really is your finest work. And I honestly feel like a better man for having read it.

My publisher Greg Perry (Oklahoma’s #1 used book dealer) said this:

“I just need to tell you how brilliant this is. How you took a series that seemed to be done and completely gave it an unexpected and glorious ending. . .A masterpiece Ben. SS is a masterpiece. It DEMANDS that I start back on book 1 as soon as things settle here. Which they might be about to do.”

And as for Stefania (who edited it)?

She’s biased of course.

But on her first reading, for enjoyment not editing, I remember falling asleep as she read the last three chapters and the epilogue. And an hour after I fell asleep she woke me up literally in tears. I think it was a truly surreal experience for her, as chapter 17 had her laughing thinking I’m the funniest guy in the world. Chapter 18 had her angry at me thinking I’m the biggest asshole in the world. Chapter 19 had her in deep thought for the next few days. And the epilogue still makes her equal parts sad and amped up with excitement whenever she thinks about it.

Which is interesting.

Because Daniel told me something similar about the ending:

Even 2 or 3 weeks after finishing it he couldn’t get the ending out of his head.

Like I told Greg when he finished reading it:

Writing is a rollercoaster.

So’s reading.

It should be, at least.

There is a copywriting lesson embedded in that.

I hope you caught it…

Anyway, fans of the other books will hopefully find it the best of the bunch. But for those who have not read it, and who are now curious, you can get the first 8 books on Amazon — print or kindle, with most of them on audio book (7 will be published on Audible shortly, with 8 on deck right after that).

One more thing:

A totally understandable and rational question people always ask when I launch a new title (especially since there are so many now) in the Enoch Wars series has always been:

“Do I need to read the ones before it to enjoy this next one?”

The answer is yes and no.

Yes, in the sense if you want to read the story as intended.

No, in the sense that you will figure things out as you go if you start with book 9. It stands on its own in many ways. And if I did my job right, it will make you want to go back and read the first 8 after. It’d be like watching Empire Strikes Back before watching Star Wars.

That’s my analogy.

And I’m sticking to it.

While back an “Email Players” subscriber asked about the client-copywriter dance.

The question basically went like this:

He had sent some copy to a client (while working on spec i.e., only gets paid if the ad is accepted, ran, and the client is honest…) The client wrote back with some suggestions. The copywriter fixed it according to said suggestions… and he hadn’t heard from the client in a while.

I don’t know for sure.

But it sounded like it’d been a long wait.

Almost like the client had either fallen off the face of the earth or took the copy (he got free) and now has no intention of paying the copywriter.

Which is what the question was about:

He was wondering if/when he should follow up.

Especially so he wouldn’t look Needy, etc.

My answer?

It’s the same answer I give to anyone anxiously waiting for something from someone — whether it’s a girl’s answer to a text, a boss’s reply to a request for a raise, or, yes, a client you’ve sent something to and are awaiting a reply for an unusually long period of time.

And here it is:

Whenever you feel this way, ask yourself:

“Isn’t there something better I could be doing?”

And then go do whatever the answer is.

Very simple.

And, surprisingly therapeutic, constructive, and efficient.

Anyway, this waste-of-time-and-talent dance with clients is one reason I hated dealing with them for the most part. Especially when money was tight, and I didn’t have a lot of time to be jerked around, and I was on a rampage to get things done.

Do whatever ye will with this info.

And then, go here:

www.EmailPlayers.com

Ben Settle

And I found it quite profitable, too.

Here’s what happened:

Last year, I had read a book by Brian Timoney about Method Acting (he’s one of the best in the world at teaching Method, having even helped gotten actors into Hollywood movies, etc). And I wanted to use some of his ways to help me get better at being more in “touch” with my list, market, and even my enemies… so I could better know them, serve them, or (in the latter’s case) exploit them.

So here is what I did:

* I created a fake character/persona who is, in many ways, the exact opposite of me

* In this case, the character was a Latina (partly based on Stefania’s mom, not in personality, but in speaking tics and accent)

* This character I created is also a commie who’s obsessed with POC (people of color)

* Everything with this chick is “POC this” and “POC that”

* Far as she is concerned there are not enough POCs in Hollywood, in the world, and it’s obvious she has nothing but contempt for white people

* To her everyone who is white is a fascist and a racist

* So to her, the cure of this is America needs more POC, and diversity, with even the most inanely created movie & TV characters who are POC celebrated, and with even the most celebrated movie directors & movies like Peter Jackson’s Lord of the Rings trilogy being paragons of white supremacy, and chock-full of identity politics

* And so on, and so forth

Anyway, so what I did was this:

I went on a movie forum, as this character I created (not as Ben Settle, but as this character, with her own screen name, back story, etc), looked for the people on the site who are on Ben Settle’s “side” in politics, culture, and movie preferences, etc, and then… started picking fights with them.

Yes, I fought tooth & nail against my own ideological counterparts.

For instance:

I talked about how great Naru was in the latest Predator movie (Prey — which I hadn’t even seen, but in my mind I had) and how she was the greatest action movie star ever. Or how Sophia Nomvete (as the dwarf queen in Rings of Power — again, I had never even seen it, but in my head I had) was going to be the greatest actor in all the Lord of the Rings movies. And how She-Hulk was going to be the greatest TV show ever because it was finally featuring a POC (rationalizing that She-Hulk being green made her POC… I didn’t say any of this made sense).

And it was amusing at first.

But then something very startling happened:

I started to almost believe my own bull shyt!

I kid you not.

After doing this for just a few days I started spinning complete fantasies into facts that didn’t exist completely in service of this character I had created, because that is the only way a person like her could legitimately exist and not end up in the insane asylum.

Otherwise the cognitive dissonance would drive her insane.

Eventually, I was called out for just trolling and people caught on.

Specifically, when I said Warner Bros should recast Joaquin Phoenix’s Arthur Fleck character in Joker 2 with a POC actor like Jaleel White (the character who played Erkel in Family Matters). I guess at that point it was so silly even the low IQ commies (most of the people on the site) knew I was full of it and just trolling them.

Which, interestingly enough, disappointed me.

Because I’d become quite fond of the character I played — despite her bat shyt opinions.

But here’s the thing to realize:

Stefania will tell you — she often sat next to me as I fooled around doing this in bed at night, on my laptop — I was having more fun being this fake character than being myself. I even started kinda talking like her, sympathizing with her ridiculous views and opinions and, in some ways… started becoming her.

Not in a “time to cut my balls off, and mainline estrogen” kind of way.

Although that probably would have scored me some sweet corporate endorsements.

But along the lines of Leonard Nimoy, when he talked about the years he played Spock in Star Trek. Five days a week he played that character, and the entire week he took on Spock’s personality at home, off set, including on weekends. And it wasn’t until Sunday night when he finally went back to being just Leonard, only to have to go back on set and do it all over again the next day.

He’d “become” that character, more than he was himself.

And that’s how it was with this short experiment I did with method acting.

Anyway, doing this was pure fun.

And it was also enormously useful for my email and infotainment skills.

The point?

The way I see it, if you want to be great — not just good — at entertainment, you have to literally become an entertainer.

And who better to learn from than great actors?

And, ideally, than doing what great actors do?

Learn and then apply to your emails for more sales, engagement, fun.

Next:

www.EmailPlayers.com

Ben Settle

The book I am currently reading is called:

“Rush Limbaugh: An Army of One”

It’s easily one of my all-time favorite bios so far.

I have been studying Limbaugh’s ways for years — and there is no doubt his method of persuasion was pure, unadulterated, and “uncut” infotainment.

His entire media empire was built upon it.

And his ability to sway elections and national discourse was based upon it.

When it comes to this skill, understand it ain’t just some bright shiny object. It’s a long, but distinguished way of using persuasive communication to get what you want from people — whether it’s a nation-wide audience, your email list, the affection of a woman you like, or, as smart politicians have learned… votes.

Take Ronald Reagan, for example.

Or as Rush called him:

“Ronaldus Magnus”

No president besides maybe Trump was as entertaining as Reagan.

This guy was almost supernaturally good at it.

Like, for example, when he was giving a speech and loud balloon popped, he paused without missing a beat and said, “missed me” then continued with his speech. Or when he was shot and wheeled into the hospital and he told the doctor he hoped he wasn’t a democrat, etc.

Guy was a true natural, with or without a script.

This included getting his way with hardcore democrats in congress.

Even the really nasty commie ones.

In fact, I once read a book about comedy writing (can’t remember the author or title) where it talked about how, psychologically and emotionally… it’s virtually impossible to be truly mad or angry with someone who is making you laugh.

Any man who is married knows this is true.

Want to thaw your woman out when she’s angry (justified or just in a bad mood)?

Make her laugh or even just smile.

The piano scene in the movie “Corpse Bride” very accurately depicts how this works when the guy tells the corpse he accidentally married (it’s a Tim Burton movie, what do you expect? Normalcy?) he can’t marry her and wouldn’t marry her, breaking her non-beating heart. As she pouts, he starts playing a piano tune next to her… which she loves… and she tries to stay mad at him… but can’t.

That’s just how it works.

Make people smile… and even your haters can’t really hate you.

That is, if they have a soul, at least.

Something certain haters & troll obviously don’t have.

So I ain’t talking about them, nor emotionally damaged types.

Context.

It was, of course, the same with Rush, too.

The book was written by a journalist who didn’t agree with a word Rush said about anything. Nor did any of his colleagues. But he noted how many journalists and people who hated Rush’s worldview still personally like the guy due to his entertaining ways.

All of which brings me to the punchline:

Email.

Lets you play the humor card, the entertainment card, the “smile” card all day.

If you know how to use it, at least.

More here:

www.EmailPlayers.com

Ben Settle

Here’s a story for you:

In the book “Backstory 2” (interviews with old timey screenwriters) there is a part that talks about how in the early days of the business, when Germany was being hammered by withering inflation there was one group of people who made it through those times more or less unscathed.

According to the book:

“Motion picture workers were unaffected because—and this was a great piquancy of the history of motion pictures (I hate to say it, but that’s the way it was)—the worse the economy became, the better it was for motion picture people. Those without jobs hated staying home and listening to their wives complaining, so they went to motion pictures.”

This was true in America too during the Great Depression.

Rich people loved their entertainment.

And broke people needed to self-medicate.

The way both got what they wanted:

The movies.

Which provided… entertainment.

People have historically always paid for entertainment.

Entertainment keeps people sane.

Probably even keeps them from committing crimes, in some cases.

And, can even give them hope to hold on to during dark times.

Combine that entertainment with information — truly useful and relevant that solves their problems — and you almost can’t lose up in this business in my humble, but accurate, opinion.

With the shyt storm coming on the horizon now it’ll be even more potent.

And I predict the few businesses that truly get how to use and harness Infotainment — and not just talk about it, but know how to do it, and rarely do the two meet — will have not only a much easier time weathering the storm… but be doing their market, customers, clients a true service — mentally and emotionally — that goes way beyond just “give value.”

This includes in your marketing itself.

Everything can and should be infotainment.

Not just your emails, but your sales copy, your content, your offers, and even your customer service and at every other point your customers or clients interact with your business directly or indirectly.

Think long and hard about this.

Especially as Clown World continues to destroy the economy.

It could save your business…

www.EmailPlayers.com

Ben Settle

When I say orc, I am talking about online trolls.

The way social media, anon posting, etc has grown, you almost have more trolls than normal people roaming the internet at this point. And this is especially the case if you have any kind of presence. If you don’t deal with them now, you will, and it’s just a matter of time.

Some of them are extremely nasty too.

If you’re lucky they’ll merely slander or flame you.

But more and more… and this especially true of political trolls… the favored method of choice is becoming to dox, swat, cancel, or, in some cases… even try to kill you or your family.

The best course of action is to usually ignore them.

The troll pathology is as such where they need to feed.

And if you don’t feed them (with your attention) they eventually move on.

But, in some cases, ignoring ain’t enough. And, yes, police reports have to be filed. Those are the extreme ones of course and a small minority of trolls. And you’re better off talking to a lawyer or your local police about them.

But the rest?

The 80+ percent of trolls?

The ones who are otherwise harmless & toothless?

Why, they were put on this earth for your business to profit from, in my opinion.

My motto is never to look a gift troll in the mouth.

One ankle-biting troll, for example, has resulted in a huge uptick in new BerserkerMail clients after blatantly lying about us on social media last year — not just in direct sales (gave me a whole week’s worth of email fodder to promote the platform)… but one of the emails I wrote dispelling this dork’s lies about us led directly to being invited to speak to the great Brian Kurtz’s mastermind not long after (which has led to multiple new Email Players, BerserkerMail, and other customers)… and, most recently, turned into an idea for an entire course we’ll be selling, that can lead to many more BerserkerMail clients over time, not to mention more sales, more influence, more affiliates wanting to work with us (which can lead to a ho’ bunch more sales, influence, etc), and more engagement with the platform.

Trolls are truly a gift if you know how to exploit their low IQ attacks.

And the worst thing you can do is try to make friends with them or get them to “like” you.

They won’t.

I would argue they can’t, even if they wanted to.

After all, they don’t even like themselves.

If they did, they’d focus on their own businesses instead of trolling.

The pathology of the troll is something I’ll be going deep into next year, as I have been coming up with all kinds of new ways (beyond even the ways I teach in my Copy Troll book) and using them to make all kinds of new sales for your business.

In the meantime, realize this:

The age of the troll is a boon if you know what you’re doing.

And, one reason they’re so useful is:

Email.

Publicly spanking trolls, profiting from trolls, mocking trolls in email… can be pure fun for you.

And it’s also good sport for your list.

Plus, it’s good business for your accountant and banker.

I have lost track of all the sales — direct and indirect — I’ve made from these idiots.

All right enough.

More here:

www.EmailPlayers.com

Ben Settle