Ben Settle

A website subscriber asks:

(About the John Caples email last week)

“How do you know the Caples ad was unethical? Do you know, for a fact, that the course didn’t produce the promised results?”

Why, yes, I do.

It breaks down like this:

How could the ad’s narrator have gotten the promised results if he didn’t actually exist in the first place?

And how do I know he didn’t exist?

Simple:

Because any copywriter with half a brain (and Caples was a genius copywriter) would have signed the narrator’s name as a testimonial showing it was a real person.

Even the noobest of noobs would.

But, he didn’t.

Because it was a fake person.

Incidentally, lots of ads did that back in day.

Like the 1919 classic ad:

“Here’s an Extra $50, Grace — I’m making real money now!”

So I ain’t picking on Caples.

I’m simply saying don’t write your sales letters using fictional people saying they used your product to get specific results. (Especially if you’re in the health or financial markets — I’m no law dawg, but I’d bet green money the FTC would be on you like white on rice…)

But let not this discourage you.

There are many other ways to use stories.

More ethical ways.

And, yes, more profitable ways.

The next “Email Players” issue touches on the power of honest writing (not specifically about storytelling, in another way) with a lesson from a blogger whose audience regularly grows by tens of thousands of monthly readers simply by writing honestly and bluntly and not screwing around with the truth.

It’s a short teaching.

And it takes balls to do.

But, it’s one helluva a powerful email principle.

Subscription info here:

www.EmailPlayers.com

Ben Settle

Behold the word of the prophet who mocketh:

“And at noon Elijah mocked them, saying, ‘Cry aloud, for he is a god. Either he is musing, or he is relieving himself, or he is on a journey, or perhaps he is asleep and must be awakened.'”

– 1 Kings 18:27

I do love watching a good mocking.

Once upon a time I took a comparative religions college course, where the teacher showed some of the mocking and sarcasm certain prophets and others did.

The English language doesn’t do it justice.

But, it’s there.

And, it’s not “nice”.

For example:

If you translated the above scripture into modern vernacular it would probably read more like: “He’s either flaking out or taking a crap, or is on vacation, or maybe he’s passed out”.

Anyway my little droogie, here’s the point:

Mocking (righteously) can be very persuasive.

And in the upcoming September “Email Players” issue, I show you how to use the power of mockery to position yourself as the go-to voice in your market… to save your readers from buying inferior products, and, yes, to boost ye olde sales.

(You’ll also have fun doing it, trust me…)

Everyone’s happy.

Everyone wins.

And, everyone’s glad you did it.

(Except those you’re mocking, they’ll hate you.)

Anyway, she goes to print in 2 weeks.

Hit the jump to join in time:

www.EmailPlayers.com

Ben Settle

“The worst thing for a writer is to know another writer, and worse than that, to know a number of other writers. Like flies on the same turd.”

– Henry Chinaski
“Women”

I’ve talked about the book “Women” before.

It’s from the late (great) writer Charles Bukowski, about a 50+ year old alcoholic writer who gets famous and is suddenly getting contacted by an endless parade of hot, sexy women wanting to, uhm, meet him.

Very entertaining read.

And, useful, too.

Take the quote above, for example.

(About writers being “like flies on the same turd.”)

It’s 100% true.

Especially for copywriters.

You can make 10x’s more sales by spending 15 minutes a day lurking in a forum filled with people in your market… than you can spending 15 hours a day participating and trawling for advice in a forum full of copywriters.

More:

Many copywriters are comfy with lying in ads, too.

Not maliciously, necessarily.

But subtly.

For example:

I recently attempted to edu-ma-cate some copywriters in a LinkedIn group on why the famous John Caples “They Laughed When I Sat Down At The Piano But When I Stared To Play!–” ad is blatantly unethical.

Yes, stories are fine.

And, you should use ’em.

But that ad is a phony testimonial.

It’s no different than if I changed my “Email Players” sales letter to a story about a dude (I made up out of thin air), saying my newsletter made him $100k in his first year.

It’d be a lie.

It’d be illegal.

And, it’d also be unnecessary.

So watch out for some of them copywriters.

The rationalization hamster is STRONG with them.

A little half truth here…

A little lie there…

Pretty soon, you’re making real enemies…

To learn how to write emails people  love to read and buy from, put away the dorky goo-roo tricks and check out the “Email Players” newsletter.

Next issue:

• A secret way to use social media to build your email list

• Clever (and very sneaky) ways to profit from your competition by brutally mocking them

• A Mensa genius’s “big secret” behind the world’s most profitable emails

• An ingenious email strategy (used in Stephen King’s highest selling books) that can make your emails more profitable the first time you use it

• The startling reason why you should avoid most auto-responder company email advice (Hint: Their agenda is NOT the same as yours)

• And a ho’ bunch mo’

Subscribe here:

www.EmailPlayers.com

Ben Settle

Sometimes I like sharing hate mail with you.

I get a kick out of it.

My readers get a kick out of it.

And, sometimes, I suspect the people sending the hate mail get a kick out of it — as they get their drama queen fix for the day.

Today, I’m changing it up.

Gonna share some fan mail.

It’s from “Email Players” subscriber Carol Youmans.

And maybe… just maybe… it’ll help put your mind at ease about pulling the trigger and supping with me at my table each month in the newsletter:

Hey Ben. I just wanted to tell you how much you are helping me. I just started out trying to make money online a few months ago. Originally I heard of you from Tim Erway at a sales funnel workshop I attended.

Currently I’m in a few affiliate companies and even dabbled (3 days) in an MLM before I realized the products sucked. I was/am feeling buttered all over the universe especially since a lot of the stuff being taught seems “off” to me.

Example: trying to get so many people to “like you” on Facebook.

Very distracting, unproductive, and kinda weird in a lemming way….

Since I joined your email newsletter last month . . . I swear your tips and strategies are keeping me from going absolutely bonkers. Your point of view is so refreshing. Right now I’m listening to a recording you did on Solo Pro Radio.

I think the thing I like best about you is that you’re real and the way you do your business is pretty simple.

I’m only part way through your email playbook and can hardly lay it down. Yesterday I was so excited when your latest issue arrived – I was skipping back from the mailbox and yelling to my husband, “Ben’s newsletter is here!!”

Anyway I know this is a really long email but I just wanted to let you know you’re really helping me! I want to create a simple business online that is real and fun and one that I can still have a life.

That’s what I’m talkin’ about.

You KNOW you’re doing right when someone is skipping from the mailbox with your product.

That’s the power of simplicity.

Of telling the truth.

And, of not appealing to the lemmings.

Go thou here next:

www.EmailPlayers.com

Ben Settle

So last week I started writing my first novel.

What’s it about?

Zombies, of course.

(Everyone else has a zombie story, why not me?)

Anyway, so far it’s been a lot of fun.

And, yes, it helps that I’m completely comfortable with writing for long periods of time due to years of banging out thousands of pages of writing — including multiple daily emails, sales copy (for both myself and clients back when I did client work), books and info product content, articles, a monthly print newsletter, and the list goes on.

The inner game of email marketing has been invaluable, too.

Like, for example:

• Writing to entertain myself first

• Not getting bogged down writing bloated descriptions (which I find boring) or trying to impress anyone with words 99% of the US population can’t even pronounce anyway

• Using a treadmill desk to boost my creativity, and gives me more energy to write for longer without fatigue or brain fog

• Writing drunk, and editing sober

I best ‘splain this last part…

I’m not talking *literally* drunk here.

(Although I do drink 2-3 glasses of fine wine while writing this book — being Irish and a writer, I’m finally starting to see what all the fuss is about…)

I’m talking ZERO inhibitions when writing.

Get as obnoxious as you want.

As crude as you want.

And, yes, as disturbing as you want.

For example, I just wrote a scene where a cop turned into a zombie and ate his two 9 year old twin daughters — which was totally unplanned and extremely disturbing to write.

(Have another glass of wine, Ben…)

But, that’s how it goes.

You hold no thought back.

Care not what your mush cookie facebook friends will think, or what your mom will think, or even what your preacher will think.

They don’t exist when you’re writing.

Only YOU exist.

In your own world.

And you do everything at your pleasure.

And when it’s time to edit?

Then you sober up.

Make sure it’s what you want the public to see.

And make it appropriate for your market.

Yes, this goes for writing emails, too.

Frankly, it’s even more important.

(If you want maximum sales, at least.)

To learn my system, go to:

www.EmailPlayers.com

Ben Settle

Was wondering when someone would ask this…

“Ben, why not sell a smaller ticket newsletter and get more subscribers you can sell more back end products to? I don’t really understand your logic with this it looks like you want more upfront sales at the expense of more back end sales where the real money is made.”

Two answers:

1. There is no “one size fits all” way to sell a newsletter

2. For me, it comes down to this quote I saw yesterday:

“I’d rather have 4 quarters than 100 pennies”

The quote was talking about friends.

(i.e. having a few high quality and trustworthy friends, versus lots of backstabbing and unreliable friends — quarters vs pennies).

But, it applies to customers, too.

For example:

I used to sell a low ticket newsletter.

It was called “The Crypto Marketing Newsletter”.

And, it lasted exactly 30 issues.

I had lots of fun writing it.

Many subscribers profited immensely from it.

And, I recently compiled them into a big (expensive) book that will be for sale eventually (charter “Email Players” subscribers — i.e. those who joined when it first launched in August 2011 and stuck around for the first 24 issues — recently got it free. I take care of my boys and girls…)

But, guess what?

It was only $27/month.

Thus, it attracted lots of bottom feeders.

Lots of price shoppers.

And, lots of time wasters and do-nothings.

Not so “Email Players”.

It’s over 3x’s as expensive as Crypto.

Yet, it has TWICE as many subscribers as “Crypto” had at its peak subscriber rate, and with far LESS cancelations and none of the bottom feeder drama queenery low ticket products attract. Plus, they are more eager to buy my back end products than Crypto subscribers were.

(I guess my stuff works…)

More:

I had a LOT of great Crypto subscribers.

But, overall they didn’t implement info like my Email Players do.

Frankly, the off-the-wall sales gains some of these guys get make me think I’m underpaid sometimes.

Take subscriber Chris Brown, for example.

(Whazzup Chris?)

He recently told me he sold 17 copies of a $997.00 program — just shy of $17k in sales in a single week — using my system. (Think he’d have made that much selling a $19 eBook…) He also said my methods trump anything he’s tried.

Best part:

He said it only takes him 10 minutes per day and he’s done.

I can’t make you any specific promises, obviously.

So let’s keep this in context.

It also takes work learning my system.

(And lots of writing…it’s not “overnight”.)

But, that’s an example of what I mean about a quarter subscriber vs a penny subscriber. A quarter implements. A penny complains about things like info overload… or the newsletter not being thick enough (when they haven’t even implemented the 16 pages they got)… or it not being what they were expecting… or whatever excuse they can drum up for their inactivity.

(Spin little hamsters spin… heh)

Anyway, you can read about “Email Players” here:

www.EmailPlayers.com

Crap… I’m pitching now, ain’t I?

Oops.

Let’s get back on point:

Having 4 quarters is better than 100 pennies.

Not only in business.

But in all of life, too.

(Friendships, carrying change, etc).

A philosophy to live by, my little droogie.

May it serve you well…

Ben Settle

Yesterday I quoted comedian Dante Nero’s:

“Everyone gets got” line.

Recently on Twitter he’s been putting the screws to another comedian who’s been stealing (called “swiping” in goo-roo fanboy vernacular) the work of the late (great) comedian Patrice O’Neal. Including linking to a YouTube video that showed side-by-side examples of how the other guy was using Patrice’s analogies and examples — which were based on *decades* of well thought-out research and analysis about gender relations in America.

It’s *exactly* what many Internet marketers do.

Especially losers who steal emails.

(Most thieves are dirt broke — wonder why…)

Anyway, I sent the video to some of my marketing droogs noting how it illustrated exactly what I rail about with swiping emails.

Doberman Dan replied:

(Mush cookies beware — cuss words afoot)

Basically, there is no creativity… only synthesis.

But it takes a LOT of work to synthesize something good. Or in our market, something that works and produces an income.

A SHITLOAD of work and enduring many, many tests that DIDN’T work.

You gotta invest 20 years of your life into learning this shit the hard way, with your own money… making and losing millions… losing everything… being homeless… and reading a VOLUME of materials that would fill a room from floor to ceiling… even investing 5 to 6 figures on materials and education to help us synthesize our “material”…

… only to have some asshole dumb fuck who doesn’t have the balls to pay the price we’ve paid… and do the work we’ve done… and make the sacrifices we’ve made… simply steal our stuff.

As usual, Dan nailed it.

If you want to make chump change leaving no legacy behind, and being forever branded a loser hack… by all means, be lazy, swipe & steal your way all the way to the bottom.

Because that’s all you’ll ever be:

A bottom feeder.

It takes guts to be original.

It takes years of work and deep thought.

And, yes, it takes character.

Stealing copy…

Aping someone’s personality and style…

Cowardly fearing failure…

These things lead to the dark side of the Farce.

Instead, try this:

Learn how to write emails in your own personality… using your own thoughts… and in a way people love reading (and buying from).

It’s what I teach in the “Email Players” newsletter.

Next issue is about profiting from MOCKING people.

Subscribe here:

www.EmailPlayers.com

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