Ben Settle

Got a new policy for new website subscribers.

And that is, whenever someone with an email address containing the word “swipe”, or “swipes” or anything related to that subscribes… I delete ’em on sight.

Why?

Because they’re most likely clueless.

Probably subscribing for the wrong reasons.

And, are obviously there to “swipe” the words in my emails, instead of learn from them.

Look, I get it.

I used to be a big fan of swiping, too.

But when I started doing copywriting assignments in the really competitive markets, I discovered I could only keep relying on swipe files for as long as I could afford to lose.

Sorry, Chachi.

But swipe files are overrated.

And here are a few reasons why:

• Ad appeals that worked before may not work now

• Sometimes ads that “killed it” (supposedly) did so only because the other ads they competed against sucked

• Market “awareness” often changes

• Market sophistication often changes (see Gene Schwartz’s “Breakthrough Advertising” book for more on “awareness” and “sophistication”)

• Possible copyright infringement (see www.BenSettle.com/blog/swipe-file)

Hey, I’m not anti-swipe file.

I’m just anti swiping the way a lot of Internet marketers do it. Swipe files are great for idea generation, inspiration and templates for headlines, opening paragraphs, bullets, etc.

But stealing ad copy word-for-word?

Stoopid on a stick.

Especially with emails where it’s the mark of a loser (especially since the best emails are heavily personality-based).

I know this email falls on lots of deaf ears.

But it’s not for everyone.

It’s for those with ears to hear for selling online — not the swipers, amateurs and losers anyway.

Now let’s talk bid’niz.

Next “Email Players’ issue includes:

• Secrets of an entrepreneur who sells $30 million of wine per year… JUST with email

• A profitable kind of email I think every single marketer should send to their list right away. (Based on the “50 Shades” book series which have brought in a fortune.)

• How to increase sales by making it harder to buy from you

• How to master email copywriting in the fastest time humanely possible (discovered by the world’s greatest living copywriter — and won’t cost you a dime)

• And a ho’ bunch mo’…

This puppy goes to the printer in 2 weeks.

Subscribe here to get it in time:

www.EmailPlayers.com

Ben Settle

Not sure why, exactly…

But over the past few weeks I’ve been getting more website subscribers asking for free advice. I’m talking about specific questions about their website, emails, squeeze pages, sales letters, etc.

Mostly, these questions are ignored.

And often, they’re immediately deleted.

Why am I such a prick about it?

Well, I’m not.

I’m simply delivering on what I promise to “Email Players” subscribers per the sales letter — www.EmailPlayers.com — where it says one of the “perks” of subscribing is email access to me with marketing questions.

There are 2 kinds of people whose questions I answer:

1.) My close pals in the biz
2.) “Email Players” subscribers

Everyone else?

I might answer their question in my free daily tips.

Maybe.

But, probably not.

After all, why would I give someone free what my most loyal, savvy and serious students are paying for? How does that repay their loyalty? How does that honor what’s promised in the sales letter?

Answer:

It doesn’t.

Now, let me be clear —

It’s perfectly okay to ask me for advice.

Worst case is, I don’t answer it.

And sometimes a question fits in perfectly with an email I’m writing and I WILL answer it. Or, I may have already answered it on my blog somewhere and I may just shoot you a link to that post.

Also, this doesn’t apply to customer service.

(Those are always answered.)

Only people asking for advice.

Bottom line?

If you wanna play, you gotta pay.

Go here next:

www.EmailPlayers.com

Ben Settle

“Email Players” subscriber Mathew Kimberly writes:

“I started emailing my tiny 1200 person list daily in January. People love it. Open rates have gone UP. But most importantly, I sent a single email this month promoting a $497 product I created. Within 48 hours I’d had 17 buyers. That’s $7 a name. Never had results like it before. I have daily emails to thank. Without them, the trust wouldn’t have been there. (Also had much stronger responses when I promote other people’s stuff.)”

You know, I have a theory about daily emails.

Specifically, why so few people do it.

And, why they resort to quoting studies by Mailchimp or whatever that say daily emails are bad, etc.

Here’s my theory:

Most people are too lazy to write an email per day.

Sad, but true.

They prefer pissing away their lives on social media.

Debating nonsense on forums.

And, riding the “goo-roo carousel” — buying one BSO (bright shiny object) after another perpetually… safely blaming their lack of sales on everything but their unwillingness to commit 20 minutes of their precious Flakebook stalking time to writing an email designed to, you know, sell their product.

Sigh.

It is what it is.

Just means more sales for me.

And, for everyone else who mails daily (the right way).

If you want in on these sales, go to:

www.EmailPlayers.com

Ben Settle

Recently, I watched The Hobbit again.

The Hobbit is the prelude to the “Lord Of The Rings” movies from 10 years ago showing how Bilbo the hobbit found the One Ring decades before Frodo and Sam take up the quest to destroy it in the fires of Mount Doom.

Anyway, the “purists” hate The Hobbit.

They say it doesn’t follow the book.

That it’s completely idiotic.

And, that it flat out sucks.

Yet, that “sucky” movie surpassed $1 billion at the global box office — making it the fourth biggest film in Warner Bros.’ history.

Which brings me to the point:

Critics are everywhere.

And it’s funny how (in many cases) the more they hate on something, the MORE that thing sells.

Whether it be movies.

Or foods.

Or, yes, advertising.

This is why I always ignore “advertising critics.”

Yes, hear them out.

(Even a busted clock is right twice per day…)

But realize:

Most critics are terrible at judging what’s effective.

You’re far better off listening to your market.

What THEY think.

What THEY say.

And, what THEY buy.

One more thing.

Something else “hobbit” related.

Everyone I know in business has that One Thing that rules their lives, driving them to want to be in business for themselves.

Whether it be to quit their job.

Or pay off their debts.

Or just grease the grooves of life, etc.

I speaketh of that One Thing that holds them back.

Keeps them from getting ahead.

And, that needs to be destroyed.

Everyone’s One Thing is different.

And whatever yours is, I can’t carry it for you.

But, I CAN carry you (heh).

When you subscribe to the “Email Players” newsletter, I do this by giving you monthly “virtual coaching” via the newsletter. Plus, the other “perks” that come with your subscription, including asking me questions about email and getting discounted (or free) products.

Yes, it’s expensive.

(Very expensive.)

And, no, it’s not for everyone.

So no “impulse buyers”, please.

People like that just waste their time and money.

But for the few who do qualify?

Subscription info is at:

www.EmailPlayers.com

Ben Settle

“…if your child or family member was abducted today, if a mad man came in, a terrorist came in, abducted your family member or your child and if I said to you I can bring your child home…does it matter how I bring them home?”

– Sam Childers

Saw a very cool movie recently.

It’s called:

“Machine Gun Preacher”

It’s about the real life story of Sam Childers — a violent drug-dealing biker and ex-con who converts to Christianity, goes to east Africa to help rebuild homes destroyed by civil war and becomes a crusader for the Sudanese children who are being tortured, raped, sold into slavery and forced to become soldiers. (Amnesty International estimates over 400,000 murders and 40,000 abductions per year). The “machine gun” part comes in when he starts leading armed missions into the enemy territory to save these kidnapped children.

The movie is brilliantly written.

Brilliantly acted.

And… brilliantly persuasive.

Here’s what I mean:

The first time I saw it I wanted to donate to Sam’s “Angels Of East Africa” organization (which operates ONLY on donations — no government or political assistance). The sheer horrors of what these kids experience is chilling. And, as violent as the movie is, it still falls WAY short of showing the hell that’s really happening to these kids.

And yet, I saw no call to action.

No URL plugged.

(Unless I missed it.)

The STORY alone got me looking it up online so I could donate to Sam’s organization that very night.

Thus, the power of stories.

People are “hardwired” to be persuaded by stories.

Learn how to tell stories in your emails and you can make sales even if you suck at “copywriting.”

Case in point:

Next month’s “Email Players” issue.

It’s about a wine maker who nabs $30 million per year JUST telling stories in emails.

Lots and lots of stories.

Sometimes 2-3 per day!

There’s lots of cool psychology in what he does.

And, it’ll be in the June issue.

(Which goes to print the first week of June.)

Go here to subscribe:

www.EmailPlayers.com

Ben Settle

Saw this amusing Google+ post yesterday:

Email marketer +Ben Settle is known for sending messages to his list every day. He argues that if you are giving good content then people won’t be annoyed.

A new study by Mailchimp disagrees. A frequency of your campaigns increase, engagement tends to decrease.

The exception – daily emails about a short term event, like a presidential campaign.

The takeaway here is simple. Run for political office and you’ll have an excuse for increasing…

Funny stuff.

Not sure who Mailchimp is talking about.

But it sure as hellz ain’t talking about guys like me. (Sales have nearly doubled since this time last year.) Or my “Email Players” subscribers. (Just yesterday I quoted a subscriber doing my 30-day challenge — which requires daily emails — who made more sales in March than in January and February combined.) Or all the other smart marketers who have long known daily is best. (Right now, for example, I’m working on the June “Email Players” newsletter — and I’m analyzing a wine maker who nabs $30 MILLION per year sending *multiple* daily emails to his list — and sells ONLY with email.)

But, like I keep saying:

All these chumps believing “less email is better” is good.

It means (if you do it right) you’ll have zero competition.

While your little mush cookie competitors are blindly following studies and only sending out one email per week or whatever, you can kick some gluteus assimus.

But, you have to do it right.

Otherwise Mailchimp is correct:

People will ignore you.

That’s where my “Email Players” newsletter can help.

My system calls for daily emails.

But, it’s simple.

And fun.

And, yes, profitable.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

Some people think I hype this…

But in the “Email Players Playbook” (which is free when you subscribe to the “Email Players” newsletter) there’s an appendix called “The 30 Day Challenge” that works like gangbusters for people with a list, are willing to work, and do it correctly.

Case in point:

Subscriber Ryan Masters in the fitness niche.

(One of the Internet’s most over saturated and “cut throat” niches.)

He’s also passionate about changing lives.

So, he did the 30 day challenge in March.

The result?

• 156% increase in total revenue for March compared to February

• More sales in March than Jan & Feb combined

• More responsive list

• Plus, a “spillover” benefit: “The massive action writing emails every day leads to you taking more massive action in your business. I now have a high-end coaching product available (per the newsletter example) and am launching a continuity one here soon.”

More:

He saw NO spike in spam complaints.

And, my favorite part:

“Before I was wasting time trying to set-up mazes and sequences. Just blasting this out is better because a.) it gets done b.) strengthens yours email skills (like lifting weights every day) c.) you can go back and build a maze after you’ve got 30 emails and know which one(s) work.”

Yep.

I’m like the lone wolf in the wilderness saying this.

But screwing around building complicated auto-responder sequences and “mazes” right away sounds sexy and “ninja”, but on the street-level it holds you back.

Money is attracted to SPEED not mazes.

Hey, I can’t promise you’ll get Ryan’s results.

But, there’s only one way to find out:

Take the 30 day challenge.

Do it as instructed.

And, watch what happens.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

Sometimes I confuse other direct marketers.

Every week or so, someone will send me unsolicited (i.e. I did not ask for it) advice about how I can better monetize my “Email Players” newsletter. For the life of them they cannot understand why I don’t do affiliates… laugh at the idea of doing a 3-month free trial offer… never send people to the sales letter during interviews (instead only to my main blog)… why don’t I offer a bunch (or all) back issues to new subscribers as a “carrot” to get them to subscribe, etc, etc etc.

Of course, none of them gets it.

And the reason why is… they assume.

They assume I even WANT thousands of subscribers.

(I do, but only the right kind…)

They assume I WANT “cold” prospects to buy.

(I definitely don’t.)

And they assume I WANT to grow this arm of my business into some giant business which requires more infrastructure, employees, and time/energy investment.

(Uhm, no.)

All this assuming.

Very few ever, you know, ask first.

If they did, here’s what I’d tell ’em:

I don’t necessarily want hundreds of “Email Players” subscribers because, frankly, most people really should not be subscribing at all. They don’t have the right mindset and would be better off working a job than a business.

These are not “bad” people.

But they make for terrible “Email Players” subscribers.

And dealing with them is a waste of my time.

In almost every case, they have a scarcity mindset, look at the newsletter as an expense instead of an investment (huge difference in results for those who treat it as an investment, they make their money back several times over each month), and want a magic button on the side of their computer that spits out money like an ATM.

Why would I want them just to make a quick “impulse” sale?

What good does that do?

I’d rather them spend their money on something else.

So, yes, I want lots of subscribers.

But the newsletter comes with lots of “tail” (where I answer questions by email).

So, I only want the RIGHT kind of subscribers.

Same with cold prospects.

My newsletter is not for cold traffic and impulse buyers sent via affiliates or coming from Google. Nor is it for anyone not already “sold” on me via being on my list, who hasn’t read the free “Email Players” pdf you get upon subscribing at BenSettle.com, and who is simply in a hyper emotional state and is not thinking rationally when they buy.

Don’t want ’em.

Same with offering free trials and free back issues.

Yes, I could multiply my customer base.

But, giving away expensive back issues my long time loyal subscribers paid money for is a complete insult to those subscribers.

It also cheapens the value, too.

And, would bring in the *wrong* type of people.

Plus, there’s other “intangible” psychological forces at work here most direct marketers never bother to dig deep enough into their craft to learn (most of which you will not learn from any of today’s online “gurus”).

I know this is like blasphemy to goo-roo fanboys:

But (gasp!) there’s more to this than money.

I am FAR more interested in having a balanced life — where I can enjoy myself and be excited about what I do. Otherwise, business is no longer fun, and becomes something that’s despised.

Screw ‘dat.

I’ve known too many people who chase money over balance.

And they are all miserable wretches.

So there you have it.

That’s what I’d tell the assumers.

Remember:

Assuming doesn’t make an ass out of you and me.

It only makes an ass out of you.

So, ask questions, first.

Don’t assume.

Not only will you be wiser.

But, who knows?

You may end up richer with a more balanced life, too.

Oh, and speaking of balance…

Last month in the April “Email Players” newsletter I revealed how I structured my online business to (1) make a comfortable living using email and (2) have complete balance with my time and energy (more often than not writing just an email or two then being done for the day).

And, some have asked if it’s too late to get it.

Well, yes, it is.

(The May issue is going to the post office today.)

But, back issues are for sale to paying subscribers. When you subscribe to “Email Players” you will get a catalog with each issue where you can buy back issues.

But, as I said last month:

Don’t subscribe just for that ONE issue.

You’re wasting your time and money.

My newsletter is intended to be a long term investment.

Not a one-shot “get rich by Thursday” scheme.

In other words…

It takes time.

It takes effort (lots of writing).

And a long term commitment where each issue compounds on the info from the previous issues (and future issues) over time.

This is why most people are not qualified.

And, really, why they should not even read any of my stuff.

I’m wholly incompatible with their mindset.

Anyway, that’s that.

“Email Players” subscription info at:

www.EmailPlayers.com

Ben Settle

Blatant pitch time…

Many moons ago I wrote a book called:

“Crackerjack Selling Secrets”

It started off as my own personal selling cheat sheet with 101 easy and ethical ways to sell almost anything, to anyone (online or offline) — without struggle, frustration or using any “black hat” nonsense.

Later, I expanded it into a book and it was an instant hit.

In fact, versions of the book sold for as much as $97.00.

(And even then people thought it was a bargain.)

But guess what?

Today it’s up on ClickBank.

Is in easy-to-read pdf format.

And, is at a price anyone can afford.

Here are just 55 of the secrets inside:

• A simple way to “spin” a prospect’s rejection into multiple new sales. (Just say this when someone tells you “no” and you can potentially nab 2, 3, 5, even 10 extra sales. You’ll probably even start praying for “no’s” after reading this!)

• The “nerd gets cheerleader” persuasion trick that makes it extremely hard for customers to resist buying from you. (Even if they didn’t originally intend to!)

• An almost unheard of way to use vicious gossip to sell more products. (Benjamin Franklin used this to get even hostile kings of enemy countries to listen to and follow his ideas while serving as a U.S. diplomat.)

• How to “de-hype” your most powerful and outrageous product claims. (Mr. Spock often did this in the old Star Trek TV shows when persuading Captain Kirk to do something crazy.)

• The secret of selling with your hands. (As far as I can tell, nobody in the history of mankind has ever been able to ignore a sales pitch by someone who does this with one of their hands.)

• How to get cold prospects to EAGERLY buy even your most expensive products “sight unseen” (This was discovered years ago by a social psychologist, takes zero effort to use and is so effective, this might be the only sales “technique” you ever need!)

• How the man once billed as “the world’s greatest salesman” sold millions of dollars in products by NOT talking during his pitches. (This is PERFECT if you’re introverted, shy or feel awkward when selling.)

• A sneaky (and fun) way to “trick” your competition into doing your selling for you… and without them even knowing it! (Warning: This ONLY works for truly valuable products and services. Otherwise, it will backfire on you.)

• A can’t-lose way to “flip” angry prospects into your happiest and BEST paying customers. (One giant airline did this when a flight was delayed for several hours with people on board and had them loving the company within minutes.)

• The “bumbler’s advantage” persuasion phenomenon used by some of history’s most effective salesmen, politicians, negotiators and lawyers.

• The simple trick (used all the time by professional con men) that makes it almost impossible for prospects to tell you “no.” (And never fear, there’s absolutely nothing even remotely unethical, illegal or immoral about doing this.)

• A secret “2 second” trick for selling high ticket products and services to complete strangers.

• The pick-up artist’s “instant ice-breaking” secret for getting people to like and trust you within seconds of meeting you.

• A borderline “racist” (and even sexist) sales principle that instantly makes people more likely to buy from you. (Don’t worry–there’s nothing unethical or evil about this. In fact, people APPRECIATE it when you do it.)

• The “Dear Abby” persuasion formula used by a few (very rich) marketers to slip past peoples’ natural sales defenses. (Even works with people who automatically delete or ignore sales pitches on sight!)

• How top door-to-door salesmen used to quickly and easily “neutralize” prospect sales resistance. (Also works on the Internet, too.)

• How the guy once called “the most persuasive man of the 20th century” effortlessly sold Wall Street tycoons, political power players and even U.S. presidents on his products, services and ideas.

• 7 simple words that almost force “hemmers & hawers” off the fence. (And, in many cases, choose to buy what you’re selling!)

• A sneaky way to sell more products with a WEAK sales pitch.

• The best people to study if you want to learn the art and craft of selling as fast as humanly possible. (And without spending a single penny on any books, courses or seminars.)

• The little-known persuasion secret behind how even complete “nobodies” are elected to public office. (And how to use this secret for almost anything you want to sell, too.)

• A sneaky (but effective) way to “recruit” other sales and marketing pros to help YOU make more money.

• How dirty politicians and their “henchmen” persuade people of power and influence to give them their money and votes. (And how to ethically use this same secret with your legitimate products.)

• How to make MORE money from a prospect by NOT selling them anything. (This may sound bizarre, but it works like crazy almost every time.)

• When “positive thinking” can destroy your sales. (This is must-reading If you follow the teachings in “Think And Grow Rich” or “The Secret”.)

• A secret button on your telephone that’s been proven to quickly, easily and sometimes dramatically increase sales. (Another bizarre tip. And it works especially well for people who HATE selling by phone!)

• How certain politicians win millions of extra votes even when nobody trusts or likes them. (If you pay attention, you can see this subtle persuasion secret used every day on the news.)

• The “ninja question” used by a certain real estate agent to routinely outsell his competitors. (Just ask your prospects this seemingly innocent question and watch what happens!)

• The “squirmy question” secret of one the direct selling industry’s top sales trainers. (Ideal for selling expensive products to cold prospects.)

• A truly “no brainer” (yet almost always overlooked) way to get people looking FORWARD to hearing from you. (And many times even eager to buy from you.)

• How to arrange it so instead of you trying to sell to your prospects… your prospects sell YOU on “letting” them buy. (Master this and selling is “cake”.)

• The quickest way to “position” yourself as a trusted authority in your market–even if nobody has ever heard of you before.

• One (very simple) way cults persuade ordinary people to join their freaky organizations. (Nothing “black hat” about it, either. In fact, this was used by one of the most respected copywriters who ever lived to sell over 100 million dollars worth of products by mail order.)

• How one of the world’s top direct marketers uses an ordinary pocket watch to sell FAR more of his products than he would otherwise. (This may sound almost TOO simple, but it’s spooky how easily this ramps up sales.)

• The “Harvard” secret of easy selling. (This powerful persuasion principle was discovered by a Harvard psychologist, and makes people up to 94% more likely to buy from you!)

• How your “expert” status can HURT your sales!

• An almost fool proof way to eliminate “sticker shock” when selling high ticket products and services.

• Every day “magic” words that make even hypey, over-the-top claims instantly believable.

• Abraham Lincoln’s long lost persuasion secret you will never read about in the history books. (Lincoln was one of history’s great debaters and persuaders. Here’s one of his best-kept secrets for winning over his rivals in politics and business.)

• The exact best time to begin selling. (Back in the old days, a few smart door-to-door salesmen used this knowledge to 1.) Virtually eliminate rejection and 2.) Make LOTS more sales. Also works for getting raises at a job, too.)

• The persuasion “mind candy” secret of the world’s most respected (and feared) negotiator. (Works like gangbusters for persuading everyone from your neighbors or family members to big ego boardroom executives.)

• A 100% “no hype” way to quickly stick out like a sore thumb in competitive markets. (Boardroom Books–one of the biggest direct mail companies in the world–made a fortune doing this. You can use it, too.)

• A secret way (almost nobody knows) to make sure you NEVER bore your prospect. (This was accidentally discovered by a grade school teacher to keep her hyper active kids calm and behaved. And it virtually guarantees you keep your prospect’s undivided attention when selling in person, on the phone or even in an ad or sales letter.)

• A controversial (yet dignified and tasteful) way to increase your sales by threatening your prospects’ families.

• The secret of getting customers to “sell themselves” on buying from you. (No arguing, gimmicks or convincing necessary.)

• How to prove your product is better than your competitor’s without showing your prospects even a shred of proof. (Pepsi used this to corner the soft drink market. Here’s how you can use it, too.)

• How to use your prospect’s natural desire to be lazy to sell him MORE products and services.

• How to get total strangers to trust you right out the gate.

• A blatantly “politically incorrect” persuasion secret (discovered by the late marketing genius Gary Halbert)… that reveals ALL of your prospect’s unique emotional “hot buttons.”

• The single easiest way to win a prospect’s trust ever invented. (Advertising legend David Ogilvy used this to dominate the super competitive advertising business in the 1960’s. And it’s shocking so few people use it today.)

• The right (and wrong) ways to use gut-wrenching fear in your sales pitches.

• A “counter intuitive” sales tip (most people never think to do) that immediately gets customers WANTING to buy from you and ONLY you.

• How to “recruit” your best customers to do all your selling for you. (And without paying them a penny in commission.)

• How to use your prospect’s skepticism to your advantage when selling to them.

• And lots, lots more.

Are we having fun, yet?

Anyway, the above are just 55 of the tips.

There are 101 total inside.

And, you can download them all here:

www.CrackerjackSelling.com

See ya,

Ben Settle