Ben Settle

Let me tell you a story.

Last Fall my friend Kristi (who works a full time corporate job) became intrigued by how my day basically consisted of getting up at whatever time I wanted, writing a couple emails (and sometimes none at all), grabbing something to eat, then going to the beach or doing something fun (golf, road trip, hanging out with whoever, etc) the rest of the day.

Zero stress.

Zero drama.

And, zero angsting.

At the time I was worn down from 10 years of working 15+ hour days (sometimes 7 days per week), some personal crap (divorce, etc), and burnout.

So, I really did do the absolute minimum.

(i.e. my daily email, write the Email Players issue, etc).

And I had been doing the minimum for almost a year.

But, here’s the thing:

During that time my income did NOT go down.

It went up.

And I was (shall we say) financially content.

Thus, Kristi started calling it “The Ben Settle Lifestyle” (heh) and asked how she could do the same thing.

Ironically…

(funny timing?)

Around that time a website subscriber also asked:

“Does [Email Players] also share the business model you use…so that we can actually live the lifestyle.”

Thus my lightbulb flickered.

Hey, the email “how to’s” are important.

But, so is the business side.

So, I think it’s high time I lay out how my business model is set up for my “Email Players” subscribers. And in the April issue (which goes to the printer in a few days) that’s just what I’m gonna do:

Reveal the business side of things.

Including the funnels I use.

The kind of products I sell.

And, how to set it all up.

The goal is to create a lifestyle (if’n that’s your thang) where you get up, write an email or two and then go play the rest of the day. Or maybe just add a few more automated income streams to your existing business. Or, even start a business from scratch online with just email, a squeeze page and a sales letter.

Now, a warning to ye goo-roo fanboys:

This takes hard work to set up.

It also takes time.

Lots of persistence.

And, yes, common sense.

(So this ain’t la-la land…)

Anyway, here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

I likes me a good challenge.

And so, once in a while when someone asks me “Ben, can I sell such-and-such a product with email?” and it really IS a hardcore commodity, well, I consider that a challenge.

Take this guy who sells… socks.

Yes, socks.

And he wanted to know if the Settle way of writing emails would work for him in his business.

A very good question.

How DO you sell socks by email?

CAN you sell socks by email?

Would you even WANT to sell socks by email?

Of course you can, babycakes.

One way is to… niche it.

For example:

You could start a list for runners. And in each email you’d tie your super socks in as a great way for runners to get the benefits they are looking for (whatever those benefits are).

You could do the same with tennis players.

Basketball players.

Baseball players.

Golfers.

Lumberjacks.

Skiers.

Fishermen.

Security guards.

Waiters.

Almost anyone.

Don’t they all wear socks?

Isn’t their ability to stand, move, or run on their FEET a big part of those jobs? Are there not socks that would be better for some of these people than others — either by thickness, moisture absorption, weight, length, comfort, softness, etc?

Just do your homework.

Talk to people in the niches you want to target.

And then find what socks you sell that would help them perform better (or better protect their feet from fungus, injury, cramping, whatever) and work those in to your emails.

So that’s my take on it.

Most anything can be sold via email.

Just takes a bit of strategy.

When you’re ready to start, check out:

www.EmailPlayers.com

Ben Settle

Behold an excellent observation:

“Ben, I read your Email Players sales page and it seems almost like you’re trying harder to get people not to join than to join in some places. Or am I misreading your intent???”

You read it perfectly, mi amigo.

I’m going for “players” and not “spectators.”

(Thus the name of the newsletter…)

Players… are out there playing.

They may not be winning (yet).

And they may not even (yet) be good at the game.

But they suit up and play — and are competing. In this case, I only want people already sending emails to their list (even if it’s a small list), and who consume and implement quality information — instead of letting it sit on a shelf.

Spectators are the opposite.

They don’t play.

They just watch the players.

They also might imitate the players in the stands.

And at times, they may even feel compelled to insult and criticize the players, while they themselves sit comfortably in the bleachers never getting dirty or sweaty or taking the risk of playing at all (often from fear of failure).

That’s the majority online, unfortunately.

Spectators are NOT bad people.

Don’t get me wrong.

Mostly, they just aren’t focused.

Some of them even think they can get rich by accumulating free stuff, and tend to join continuity (like newsletters, etc) just to get the freebies, then quit without ever implementing anything taught to them. Or, if they do implement, they give it a half-assed try and pronounce it doesn’t work.

Kinda sad, actually.

But, that’s what’s going on.

Spectators are more than welcome to be on this free list. (Hey, it can be fun sitting in the bleachers eating hotdogs and fantasizing about playing, after all).

But for the paid newsletter?

I only want players.

Even if just “pee-wee” level players suiting up for the first time.

Because I know a player who subscribes to “Email Players” and implements the info will not find it a “cost” but instead an investment that pays them back may times over as they use the info.

To them, it costs money NOT to subscribe.

So that’s all for today.

For more Email Players info, go to:

Ben Settle

Yikes…

Got an email from someone who says they like my emails so much they’ve started copying them out by hand to get that “neurological imprinting” Gary Halbert talked about.

Don’t. do. it.

Just… don’t.

Seriously.

Copying my emails by hand would be an exercise in stoopidity on the scale of voting away your right to bear arms because some fascist sob sister politician cries on TV.

This ain’t false modesty neither.

(By now, realize I have no modesty).

No, it’s just cold hard pragmatism:

Emails are not about the “writing.”

They are about your personality. Copying my emails will simply make you the “mini-me” to my Doctor Evil.

Do you REALLY want that?

To be a wannabe?

To prove yourself a loser?

It’s the same as when some newbie in talk radio host imitates Rush or Michael Savage, etc — they sound like warmed versions of someone else’s leftovers.

And so will you if you copy my style of writing.

So write in YOUR own voice.

Using ideas from YOUR own brain.

And, in YOUR own style.

Which brings me to my next point:

Methinks (and I’m right about this) a LOT of people struggling with email would have better results if they simply stopped treating emails like static sales letters.

For sales letters, yes, hand copy them world class ads.

Do it every day.

Several times per day.

And, even at night.

But emails?

No.

Instead, learn a system of writing emails.

Definitely study the good ones.

But find your own narrative flow.

Your own voice.

Your own particularities.

Don’t try to hijack someone else’s.

Bottom line?

My Email Players methodology ain’t a “magic pill.”

But it does work fast.

It does shortcut the sales process.

And, it does pay for itself if you have an attractive offer and a list of receptive leads (without those two things you’re dead in the water no matter what you do.)

Ready to nut up?

Start writing your own persuasive emails?

And, not cling to your swipe file like a banky?

Then go here next:

www.EmailPlayers.com

Ben Settle

So here’s a thought:

I was talking to my droog Jim Yaghi last week recording a call for his customers (we basically just did a Seinfeld “show about nothing”, totally off the cuff) and Jim brought up an interesting point about money.

It isn’t good or evil.

But, it can amplify good or evil.

Kinda like Captain America’s “super soldier” serum.

In the movie, the serum amplifies a good person’s traits and makes him better… (i.e. Captain America) but also amplifies an evil man’s traits and makes him even worse (i.e. The Red Skull).

Same with the green stuff.

In other words:

A good man will likely take that money and use it for good things, to do good deeds, and bring value to the world. (Far more efficiently and greatly than he would otherwise.)

But some scum bag?

He’ll likely use it for wickedness.

Bring lots more misery on others.

And, hurt a ho’ bunch of people in the process. (Yes, far more efficiently and greatly than he would be able to otherwise.)

Anyway, something to ponder.

Next “Email Players” issue:

How to build a comfortable lifestyle for yourself writing a couple emails per day.

No, it ain’t magic or “ninja.”

And it takes effort.

But, it can consistently bring you lots of sales.

Just use those powers for good, k?

Alright, here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

“Losers always whine about trying their best, winners go home and f#@! the prom queen”

– John Mason
“The Rock”

I REALLY dig that quote.

In fact, I think social media sites like FaceBook would actually be far more useful (and fun) if there was a bit more of the “John Mason” school of inspiration going on, instead of the usual politically correct drivel on there, or pics of Willy Wonka subtitling lame philosophical nonsense.

Anyway, let’s talk more about that quote above.

There’s a lifetime of wisdom in it.

(From a Michael Bay movie!)

Hey, he’s right:

“Trying” IS for losers.

If you want to really get ahead in whatever it is you do, then you have to hike up the skirt, strap on the ballz (metaphorically speaking…) and get the job done.

Don’t TRY to get it done.

Just do it!

Got a project you need to finish?

Pry yourself off FaceBook and do it!

Don’t “try” to do it.

Just do it!

Want to increase your income before the end of the month?

Then turn of Angry Birds and get to work.

Don’t “try” to do it.

Just do it!

Are you wanting to get started on your business because you’re worried about the economy? (You should be!)

Then don’t “try” to do it.

Just do it!

“Trying” doesn’t cut it, babycakes.

Like that wrinkled up greenie Yoda says:

Do or do not, there is no try.

(Although I like John Mason’s “prom queen” quote better…)

Anyway.

Enough BEEF soup for the soul.

If you want to increase your sales by using the mysterious arts of email marketing, then quit “trying” to do it, and just DO it.

You can start with “Email Players”.

I got your back.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

Check out this comment:

“Ben I’m new to copywriting and emails and really enjoy your material. But why don’t you ever talk about NLP (neural linguistic programming)??? I’ve started studying it and I can see how it would make copy so much better!”

Ah yes.

The newbies love the sexy stuff, don’t they?

Like NLP.

The so-called “dark arts” of copywriting.

Hypnosis.

Anything with a goo-roo name attached to it…

Hey, I’m not knocking any of the above.

I just find it amusing, that’s all.

Why?

Because it’s funny how, when I see copy and emails and sales letters done by people obsessed with all the ninja stuff (and can’t be bothered to learn the fundamentals) they are always struggling.

Always hopping from one new thing to the next.

And always trying to trick & manipulate.

It’s kind of a pity, too.

I mean, why not just learn how to sell?

Why not learn how to put attractive offers in front of receptive leads (who already want what you sell) in a way they enjoy hearing about?

Why screw around?

It’s so much easier that way.

And, so much more profitable, too.

It’s also what I focus on in “Email Players”.

Subscription info at:

www.EmailPlayers.com

Ben Settle

Yesterday I took a gander at my website logs.

I like to see what keywords people use to find my site. I see some funny stuff, too, like “Ben Settle psychopath” or “Ben Settle divorce” (who’s looking for that?) or “Ben Settle Christian” and so forth.

Yesterday someone searched for:

“ben settle email players black hat”

That one’s especially amusing.

Why?

Because there’s nothing “black hat” about what I teach.

Black hat is stupid.

It’s dorky.

And, it doesn’t work.

At least, if you’re going for maximizing life time value instead of one shot sales (and want to avoid dodging angry customers and sometimes even the law…)

Yeah, black hat can “work.”

Until it doesn’t.

And the result is always lots of (understandably) PO’d customers who feel they were tricked into buying and will never buy a 2nd (or 3rd or 4th…) time.

(Where the real $$ is made.)

Know what black hat marketers remind me of?

They’re like the the creepy guy who can’t get a date to save his life, so he slips a mickey in someone’s drink.

Yeah, he’ll get the “date” alright.

Maybe even some action, too.

But, as soon as it all wears off and she realizes she’s been tricked, she’s running away and ain’t coming back for a second date.

She’ll probably call the cops, too…

Anyway, so if Mr. Black Hat searcher is reading this:

Stop with the black hat nonsense.

It’s often unethical.

Sometimes illegal.

And, doesn’t work long term.

That’s why I don’t teach black hat in “Email Players”.

Do email the way I teach and you can sell far more than you will with any black hat idiocy, anyway.

With happier customers.

Easier selling.

And, more repeat buyers.

Subscription info at:

www.EmailPlayers.com

Ben Settle

It’s 2:51 a.m. as I write this.

Since early last week I’ve been plagued with insomnia — unable to sleep more than an hour or two each night.

This happens from time to time.

Sometimes it’s a mental thing.

Sometimes a physical thing.

And sometimes, it’s a weather thing.

(I have a skylight in my bedroom and live by the Pacific ocean — so when the weather acts up it’s not unusual for that skylight to get blasted by hard rain or hail stones… with my dog freaking out and shaking and nervously pacing around the whole time, making sleep impossible even if I was tired…)

Anyway, there was a time when having insomnia sucked.

And, was even kinda depressing.

But these days?

I kinda dig it.

It’s like a friend in some ways.

And the reason why is it’s the perfect chance to get work done. The way I see it, yeah, you can sit there tossing and turning and looking at the clock.

Or, you can hammer out an email to sell your product.

Finish up that new book.

Knock out that sales letter.

Reply to questions.

Do some research.

And the list goes on…

Point is this:

Don’t fight insomnia.

Embrace it!

Could be the most profitable hours of your day…

Now, let’s talk bid’niz real quick.

I just got the April “Email Players” issue proof and I’m kinda anxious to see how it’s received. Reason why is because it shows you how to make a decent living just sending out 1-2 emails per day.

Sounds like a goo-roo claim, doesn’t it?

Hey, ain’t nothing goo-roo about it.

It took me years to figure it out.

And, I’m laying it all out in the next issue.

Go here to subscribe in time:

www.EmailPlayers.com

Ben Settle