Ben Settle

The book I’m most proud to have published is actually a book I didn’t write.

Other people did the real work.

I just held the clipboard.

(So to speak)

Anyway, the book is called “Christian Business Secrets” and it’s a compilation of business ideas, strategies and tactics from some of the savviest entrepreneurs I have ever met showing how they survive (and thrive) in today’s cutthroat marketplace using ancient Biblical wisdom freely available to anyone.

It’s jam packed with info, too.

One of the recurring themes inside is about selling.

Specifically, how far too many Christian entrepreneurs are pathetically weak at selling.

Are extremely timid about pitching.

And, get uncomfortable at the idea of selling something to someone.

IMHO, they’re doing the devil’s work.

Are hurting people.

And, worst of all, don’t realize it.

How so?

Because selling is the most noble and important profession there is. It’s your moral and ethical duty (your responsibility!) as an entrepreneur to get your product (assuming it’s a quality product) into the hands of your market so it can solve whatever problem plagues them.

Think about it:

They’re going to spend money no matter what.

They’re going to buy *someone’s* product.

If they don’t buy YOURS, then they very well may end up buying some piece of crap product sold by a huckster out to fleece them, wasting their money, hurting their families, and continuing to be in pain.

It happens all the time.

In every market out there.

And like it or lump it, if you aren’t combating the shysters by outselling them… you’re doing more harm than good.

Might as well get a job.

(Working for someone who CAN sell.)

Evil really does spread when good people do nothing.

I know this email is gonna rile people up. Some non-Christians will whine about this being (gasp!) religious (which is foolish, this info applies to any business owner), and some of the timid Churchianity Christians will go all passive-aggressive (it’s their M.O.).

Good.

Let ’em squirm while reaching for their baby bottles.

As for the rest?

Those with ears to hear?

Hopefully they’ll sell harder.

Help more people.

And, yes, stick it to the devil.

“Christian Business Secrets” is on Amazon (print or eBook) at the links below.

If you live in the US, download it here:

http://amzn.to/16oTWVd

If you live in the UK, download it here:

http://amzn.to/18WsPVd

Ben Settle

When it comes to emails, my motto is:

“If it ain’t controversial,
it probably ain’t worth writing about”

Let’s see if I can’t prove the point.

Check this out:

Not long ago, an up-and-coming copywriter asked me how to tell if a sales letter is any “good” or not (i.e. worth studying), without seeing its stats and test results, etc.

A very good question.

Especially since, people lie so easily about their tests anyway.

My answer?

Listen to what other copywriters are saying…

And then assume the OPPOSITE!

Harsh?

Maybe.

But over the last several years, I’ve noticed most copywriters are completely ignorant of the craft at the street level. They have all the book smarts and can recite you Claude Hopkins chapter by chapter and verse by verse. But they don’t have much real world experience that sometimes contradicts what even the best old school masters taught. Instead, they drink a little bit too much of ye olde goo-roo koolaid (copywriters are notoriously naive and blindly follow anyone with a “rockstar” like following) and now think they know it all.

Just read any sites where they hang out.

Pay attention to what they think is important.

In far too many cases, they worry more about “writing” and “copy” and being “wordsmiths” (whatever that means) and using video vs text… instead of knowing their markets and products better than anyone else.

In fact, here’s a tip:

If a copywriter calls themselves a “wordsmith”…

Or their bio prattles on about how “everyone knew they were going to be a writer some day”…

Run!

Do not listen to that person.

At least, not about copywriting.

(Unless they have proven track record.)

They are probably VERY good “writers.”

But being a good writer makes not a good copywriter necessarily.

To paraphrase the ol’ golf truism:

“You write for show,
but SELL for dough”

In fact, in 9 out of 10 cases I would bet you green money they don’t know jack about writing copy that sells. Have never ran their own tests with their own money. And probably let their clients tell them what to do, instead of them telling their clients how it’s going to be (after all, if the clients knew anything they’d be writing their own ads…)

Anyway, the point is this:

Copywriting is NOT about writing.

Being a good writer helps.

But you don’t need to be a great writer to write great copy any more than you need to be a great race car driver to drive to the store and back in time for dinner (you just have to know the back roads and how to avoid the traffic lights…)

Alright.

’nuff said.

Now, let’s switch gears.

A lot of people are twitchy about the economy.

(Who can blame them?)

I’m not one to doom & gloom.

But, I AM one to be prepared.

And I believe now’s the time to aggressively make cash.

(As well as collect precious metals — like ammo…)

Don’t put it off.

And, don’t procrastinate.

While I’m not a big fan of doing client work, I think it’s important to know how to get clients (in any kind of service business) in case SHTF.

Thus, the August “Email Players” issue.

I show you how to get clients using JUST email.

(And the phone.)

And not just any ol’ clients.

High paying clients.

(Not price shoppers on eLance or whatever.)

She goes to print in a few short days.

Get in here while there’s time:

www.EmailPlayers.com

Ben Settle

“And now… here’s Mr. Know-It-All!”

– Rocky
“The Rocky & Bullwinkle Show”

Lots of “know it alls” online.

Those are people who, no matter what the topic, subject or concept, have an answer for everything (often the incorrect answer).

I hear from these types a LOT:

“You should set your pop up to delay longer!”

“You need to be using video sales letters!”

“You should give people an option on how often to receive emails from you!”

Yada, yada, yada.

It’s always amusing, too.

Especially since their opinions are so wrong.

Anyway, recently I’ve noticed more and more people (for reasons I still don’t understand) asking me questions I have no business answering and am not qualified to address in any way, shape or form.

Like, for example, questions about:

• SEO

• PPC

• Social media

• Online video

• Traffic generation

• Programming

• Website design

• And the list goes on…

I know nothing about those things.

Or, I know just enough to be dangerous to myself.

My “thing” is email and copywriting.

Those things I can help with.

Specifically each month in the “Email Players” advanced training letter — created for serious marketers who are sick and tired of struggling to make sales (or who want to double their current sales).

Sometimes I touch on things like traffic.

Or website design.

Or SEO.

(Often via a bonus by someone who knows these things.)

But mainly, it’s about email… and converting your list (even if it’s a small list) into buyers… and making life easier and more fun.

It won’t make you rich by next Tuesday.

Nor is it “effortless”

But, it can improve your sales.

And sometimes, dramatically.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

Let me tell you about a “for real” copywriter.

His name is Richard Armstrong.

(Whazzup Richard?)

Richard has spent the last 40+ years slugging it out in the hyper competitive direct mail world and is quite a cool cat, too. Anyway, he once wrote a control I remember getting in the mail (but didn’t realize he’d written it) that had me mesmerized. I had to read that sucker front to back. Later, I saw that same control shown (in the “pick the winner” contest) by Gary Bencivenga in his big going away seminar.

And the interesting thing is, the headline had no benefit.

(The advertising critics wept…)

No screaming exclamation marks.

And, not even a whiff of hype.

OK, so here’s why I bring this up:

Richard did something in that magalogue I’ve been using to seriously crank up my email sales in certain niches for the past few years.

Something very simple.

Something people LOVE to read in email copy.

Something, people enjoy buying from, too.

Yet, hardly anyone ever does it.

And guess what?

I write about Richard Armstrong’s secret (with email examples so you can see it applied) in the August “Email Players” issue.

This bad-boy goes to print in 1 week.

So time’s getting short.

Subscribe here in time while you can:

www.EmailPlayers.com

Ben Settle

I speaketh the truth here:

Probably the single biggest “mistake” I see in emails I critique is being too plain vanilla. By that I mean, the email isn’t “bad” and WILL nab any low hanging fruit (i.e. people ready to buy without needing any extra persuasion). But as Ken McCarthy said in his copywriting course (and I believe it is true after studying multiple different markets) about 5% of most markets will buy anything.

They are the hyper buyers.

They are ready to go, with their credit card out.

And mailing daily can often nab that 5% relatively quickly.

BUT…

There’s also another 10%-25% wanting to buy but are hesitant.

Maybe they’re skeptical.

Maybe they’re procrastinators.

Or, maybe they have “analysis paralysis.”

Whatever the reason this is 2-5 times bigger than the hyper buyer section of your market. And so, it is very wise to target them in your emails by going beyond the “plain vanilla” email approach and adding some flavor in there.

Doing so can be like night and day for your sales.

And, put a big, fat, sloppy smile on your face.

And guess ye what?

In the August “Email Players” issue I show you how to go back through any plain vanilla emails you’ve written and give ’em some spice to get sales from them.

(With a real life “before and after” example)

It can save you lots of time, too.

Simply go through old emails and spice ’em up.

No “new” email writing required.

Subscription details at:

www.EmailPlayers.com

Ben Settle

A subscriber asks:

“Ben, what are your top 10 recommended marketing resources?”

Ask and ye shalt receive.

Behold…

In my humble (but accurate) opinion, the list below contains the top 10 marketing books/courses/products. Well, they have been for me, anyways. Fact is, the best ones are kind a subjective. The “best” ones are whatever ones appeal to your unique personality and learning style.

Anyway, here’s my list:

1. Gary Bencivenga’s “Farewell” course

2. Gary Halbert’s “Boron Letters”

3. Dan Kennedy’s “NO BS Time Management”

4. Ken McCarthy’s “System Club Letters”

5. Eugene Schwartz’s “Breakthrough Advertising”

6. Gary Halbert’s “The Gary Halbert Letter” issues (all of them)

7. Paul Hartunian’s “Million Dollar Publicity” course

8. John Carlton’s “Kick Ass Copywriting Secrets” course

9. Dan Kennedy’s “Magnetic Marketing” course

10. Yours Truly’s “The Email Players Playbook”

Hey, you wouldn’t begrudge me a plug, would you?

Besides, many have told me they think this book (you can ONLY get by subscribing to the “Email Players” newsletter) is the most profitable resource they own.

And really:

What kind of marketer would I be if I didn’t plug my own product?

No marketer, I say.

No marketer at all.

You can read more about it here:

www.EmailPlayers.com

So there ya go.

My top 10 favorites.

Enjoy…

Ben Settle

I figured someone would ask this after Monday’s client email:

“Can you close high paying clients right in an email?”

Can’t say as I ever have.

I mean, when you’re talking about someone writing a check for 4 or 5 figures, they’re gonna (rightfully so) wanna talk to you to make sure you’re not one of the many sociopaths skimming the shadows online.

But, chin up, Batman.

Because email CAN do 80% of the work for you.

I’ve experienced it.

Where I was basically an “order taker.”

My emails got ’em calling.

I had a pleasant chat.

The next day they hired me.

And, this was for high ticket (and high class) clients.

Frankly, doing email right (i.e. the way I teach) can go a long way towards getting would-be clients contacting you and ONLY wanting to hire you. The phone call is more of a formality than anything.

But, you still have to close the deal.

And, you still have to know how to sell them.

So let’s assume a phone call is in hand first.

What do you say?

What do you do?

Well, a whole book could be written (and many have) just on this subject. But if you’ve done everything else right, and if they have called you, then there’s a good chance they’re as much as 80% “sold” anyway.

And it’s more your job to not mess up more than to sell them.

Anywho, I teach this in the August “Email Players” issue.

Yes, I show you how to sell em via email, obviously.

But also, what to do after that.

Including what NOT to do. Exactly what to say if they ask about your fee right away (I learned this one from the world’s “most feared” negotiator). Some questions to ask them. And how to close them (in print) after the call.

Valuable stuff.

Especially if you sell a high ticket service.

And it’s all in the next issue.

Subscribe here to get it in time:

www.EmailPlayers.com

Ben Settle

A freelancer wants to know…

“Ben do you have a client overflow policy where you farm out client work you don’t have the time to handle?”

Few things….

1. I don’t do client work right now

2. When someone inquires I refer them to a copywriter friend in 9 out of 10 cases (we have an agreement where he pays me a portion of his fee). If it’s an email-related assignment I tell my “Email Players” subscribers. That’s a perk of joining. When someone comes to me looking for email writing services I send ’em to my subscribers. For the other subscriber perks read the sales letter at www.EmailPlayers.com

3. Instead of begging for farmed out work, get your own clients

For one, you’ll make more $$.

And secondly, you’ll have more control over your business.

In fact, when someone asks if “Email Players” will help them get clients they seem shocked when I say not only is my system great for getting new clients… I would argue it’s actually better for selling services than for products.

Why?

Lots of reasons.

But the main one is because few service providers are emailing at all, much less doing it daily and in a way people want to read.

Enter the August “Email Players” issue.

It shows you exactly how to get booked with clients with email.

(No matter what kind of service you sell.)

And before you even ask:

The info can be easily applied to selling products, too — as well as any other kind of marketing or selling you do in any other industry or format you use.

(Offline, online or the sidelines, it matters not…)

Plus, the August issue also reveals:

• What exactly to say when selling expensive products or services

• How to make sales even from “plain vanilla” emails

• A secret way to turn 1 email into 3, 4, 5 or MORE emails (and make 3, 4, 5 or MORE times more sales)

• How to milk money from misery with email (and in a way your customers will love and appreciate you for)

• The “symptom” secret of one of the world’s top direct mail copywriters

• A little-known email secret straight from the person once called “The most persuasive man of the 20th century”

• And a ho’ bunch mo’…

She goes to the printer in a couple weeks.

Hop onboard here:

www.EmailPlayers.com

Ben Settle

Last week’s treaddesk email has prompted lots ‘o disappointing feedback in my inbox, such as:

“I’m too clumsy for that…”

“What if I hit the wrong speed…!”

“I can’t type and walk…”

“Too expensive…”

“I’d break my neck!”

Wowzers.

What a bunch. of. pansies.

Sigh.

For one, you set the speed REALLY slow.

You’re not jogging or running, you’re not even strolling.

I started at .5 mph and was banging out copy and emails without much trouble within a few hours.

Is it a bit awkward at first?

Yes.

Just gut it out for a few hours, Wimpy.

Or, if you’re really fragile, just start by using it to surf the Internet or waste time on Flakebook or whatever — passive activities. Soon you’ll start replying to emails and doing other light writing and not even notice it. After that, when .5 mph gets too easy (you’ll know because it will feel TOO slow, kinda awkward, as you’re not really used to walking that slow) you ramp it up to 1 mp.

Then 1.5.

Nowadays, I do it at 2 mp.

Probably, I’ll go faster one day.

More:

If you get a good one it will track your miles walked and calories burned. If I’m at, say, 375 calories burned and done writing, I’ll crank it up to 4 mp and bang out those last 25 within minutes.

So it becomes like a game.

Something you look forward to.

I’ve also found it boosts my productivity.

(REAL work, not just being “busy” activities.)

I have WAY more energy, too.

And, now I get in a groove where I’m listening to music and walking and don’t even notice it anymore. Plus, instead of setting kitchen timers and forcing myself to get up, I simply let my body tell me when to take a break (where I have to sit down, instead of walk around).

I also have more motivation to do other exercising.

All these cool benefits.

Yet, the majority of responses have been lame excuses.

Well, with ONE exception.

Amidst the naysaying, I got this email:

Hi Ben,
Thank you for the link to Chris Kresser’s post. You have most likely saved several lives, probably including mine.

Word.

Anyway, here’s the article again:

http://bit.ly/TGzhoh

Ben Settle