Ben Settle

One of my subscribers recently said she thought my daily emails are like “a giant machete slashing and hacking a safe path for her through the jungle of lies, deceit and outright bullshit surrounding the Internet.”

True dat.

I take great pleasure in tipping sacred cows.

One biggie is this whole idea of testing emails.

Whenever someone says they “scientifically test” emails, I call BS on it right away.

They may THINK they’re testing emails.

They may be using software designed for testing emails.

They may even think they’re getting sooper important intel from these so-called “tests.”

Sorry, Chuckles.

It just don’t work that way.

Ain’t nobody really testing anything.

At least, not scientifically.

My friend Jim Yaghi (an actual scientist — he doesn’t just play one on goo-roo TV) explained it to me like this:

Most people have no clue how testing works.

Or of the rigorous discipline it takes to pull a real test off.

A real (scientific) test is done multiple times, in a controlled environment, where there are NO changing variables. In other words… you’d have to mail the EXACT same emails, delivered to the EXACT same list, at the EXACT same day/time, to the EXACT same device they check (i.e. phone, computer, tablet, etc) and make sure it was delivered to the EXACT same people during each test. And, you’d have to get the EXACT same results each time. Plus… everything else that could possibly affect the open rate aside from the variable of its subject has to be controlled and kept the same over all tests, too.

(That is, if you want your test results to be genuinely reliable.)

That’s a scientific test.

And it’s impossible with email.

After all, there will always be subscribers unsubscribing during the test.

New subscribers joining.

ISP’s blacklisting your email service.

Servers down.

And, people who simply didn’t check their email more than once during the test, or checked their email on a different device as they did the first time. (Not to mention if you do email right, many people will make the decision to buy 1, 2 even 3 weeks earlier, but just happened to have the $$ or be ready today — so was it today’s email or that shnazzy email you wrote 3 weeks ago… or the 10-15 accumulating emails leading up to today’s email that really made the sale? You just don’t know…)

More:

You think you’re REALLY tracking open rates?

Not if your readers are checking their emails on phones, you’re not.

Tracking on phones is UNRELIABLE.

Especially when the email client only receives text emails.

Why?

Because tracking opens requires HTML and that the email client automatically loads images, which most (even pc ones) don’t for security sake.

And what about clickthrus?

What about them?

They’re more useful than opens.

But you’re a durned fool if you think high clickthrus equal high sales.

Even spammers get high clickthrus, but little sales.

Plus, if you’re tracking sales (the only thing that matters at the end of the day) and you’re using a cookie-based tracking mechanism, you’re missing a lot of data. We saw this last year several times by running solo email ads. Sales were crazy high (over 50+ more sales than usual over a week), but according to the stats we only had 11 or so sales.

Why?

People clicking with one device and buying with another.

Or, maybe opting in with one email address, and buying with another.

(Or both…)

Anyway, the point?

Email is not “scientific.”

Never has been.

Never will be.

The real power is in repetition.

In consistently sending them every day.

And in having the right kind of conversation with your market.

(All of which I teach in “Email Players” each month.)

Don’t let the goo-roos intimidate you.

Don’t let them lie to you about their “testing stats” which, even if true, are 100% irrelevant to you, your market and your product.

And, don’t let them paralyze you with a testing complex.

Focus on writing emails regularly.

On doing them right (so people look forward to getting them).

And on tracking sales trends over time — not having a cow over opens or clickthrus on any given day (which, btw, will often be LOWER if you have a smaller list and do email right anyway, but that’s another discussion for another time…)

The rest will take care of itself.

Alright.

I’m gonna sheathe my blood-stained machete.

(For now…)

To get started with email, go here:

www.EmailPlayers.com

Ben Settle

The plot thickens…

A while back I wrote about the warrior forum (copywriting section) in response to a newbie who wanted to know if he should read it or not. My response was he should read it only for as long as he can afford to fail. And that, yes, there are some great copywriting minds on there, but there’s also a lot of people who do nothing but give nonsensical advice or parrot whatever their favorite goo-roo says — regardless if the advice is good or not. Plus, there’s just a lot of trolling, ankle biting and drama queening on there — thus, I dubbed it “Warrior Forum 90210”.

Anyway, fast forward…

The other day my web stats showed traffic coming from there.

So, I clicked over and found a GREAT thread title:

“Do you do as Ben Settle says?”

Of course, the smart answer is “yes!”

But, not everyone agreed.

Specifically, a dude who said my emails lack “proof” and so are weak and have no credibility.

Sigh.

A little knowledge truly is a dangerous thing.

And, while I’m sure he’s a decent enough bloke, it’s clear he simply doesn’t know what proof means, considering he misses the obvious proof elements I use in my daily emails that are clear to anyone who takes off the goo-roo goggles.

For example:

Writing daily emails IS “proof”.

And, strong proof, at that.

Far stronger than testimonials.

Or boring statistics.

Or, just about any other “proof” element.

Why?

Because, my little droogie, the single best way to prove something is demonstration.

This is marketing 101 stuff.

And writing daily is a relentless demonstration of:

1. Your knowledge on the subject you write about (duh)

2. Your position as a leader (not just another “expert” — hardly anyone has the depth of knowledge and balls to write daily, making you instantly the leader at what you do in the eyes of many on your list)

Now, don’t get me wrong.

My detractors are not “bad” people.

They’re just sick.

Usually, they have a nasty case of cognitive dissonance.

They have spent thousands (even tens of thousands) of dollars on nonsensical goo-roo advice that works for the goo-oo with the rock star positioning (who merely has to say “go ye forth and buy” and their kool-aid drinkers come out in droves), but not for the average dude just starting out. I’m talking about waste-of-time antics like moving free lines… not selling to people right away (instead “incubating” them for a few days first)… measuring everything except sales (i.e. they obsess over opens, clicks, readership, Flakebook “likes”, retweets, etc — but never sales), etc.

They are emotionally invested in all these ideas.

And so, they MUST be “the way”.

While my simplistic ideas (based on sound principled thought and the way people LIKE to buy) couldn’t possibly work.

Again, these ain’t bad people.

But they need medical attention.

That’s where my newsletter saves lives.

The “Email Players” newsletter is the operating table.

And I’m the surgeon.

I scrub up each month, sharpen my scalpels… and cut the diseased goo-rooitis out of their minds with laser-like precision — so they can stop wasting time and start making more sales with minimal time and energy.

Without lame goo-roo theories.

Without idiotic “black hat” tricks.

And, without selling out their lists for a profit.

Next issue goes to the printer July 1.

Go here to subscribe:

www.EmailPlayers.com

Ben Settle

I’m gonna make a prediction:

One day, when Google becomes self aware and starts plotting ways to take over mankind… the FIRST thing it will do is send a terminator back through time to assassinate my droog Jim Yaghi in childhood.

Why?

Because the dude knows all Google’s tricks.

He’s constantly outwitting Google.

And, he does it playing by their own rules.

(They can’t “ban” him for that…)

Anyway, this is why I say he ain’t just a traffic guy.

He’s what I call a “fringe” traffic scientist.

And a few years ago when I was on an SEO kick with a side venture, I asked if he knew any ways to use Google for SEO besides the usual choke holds and tricks. He says, “yep…” then showed me how he uses Google to get lots of targeted traffic so I could quickly build my list from scratch. Plus, his way required no “gaming” Google, no long hours of tedious keyword research, and worked perfectly with my email system.

The result?

About 2 weeks later a small (but steady) flow of traffic came in.

But, not just any ol’ traffic.

These were qualified leads.

Leads prepared to buy.

And, I was able to build a small (but responsive) list fairly quickly in a health-related niche that converted (opt-in to sales) at about 24%.

Not too shabby, eh?

So…

Would you like to learn this method?

Then hear ye me:

The July “Email Players” newsletter includes a 14 page bonus report showing you exactly how it works. If you’re into list building this is a great “jumping on” issue.

But, time is short.

She goes to the printer soon.

Go here next:

www.EmailPlayers.com

Ben Settle

Let me tell you a story:

Back in the 1950’s the great ad man David Ogilvy who (for all I know) may have never even sent an email in his entire life… discovered a crazy effective way to help build your email list, make you stand out in overcrowded markets and, yes, increase your sales.

Plus, he did it without the Internet.

Without Google.

And, without “technology.”

What happened was, Mr. Ogilvy was hired to create advertising for Hathaway shirts. Originally, he did the standard (but brilliant) thing of putting a Hathaway shirt on on a worldly-looking dude in a rugged background. The same psychology that worked for Marlboro and, today, the Dos Equis Man.

He wanted to create a sense of ruggedness.

A feeling of “badassery.”

Nothing really “new” about it at the time.

But, what Ogilvy did to spice things up was put a cheap eyepatch on the model — instantly giving him a more swashbuckling, daring and adventurous look.

Not just a rugged sophisticated man.

But an eccentric man.

A man who smacked of excitement and, yes… danger.

(“Why DOES he wear that eye patch…?”)

Those ads ended up running in all the major publications of the day and exploded Hathaway shirt sales.

OK, so why am I telling you this story?

And, how does it help your EMAIL list building?

Well, there’s a secret way one of my friends and I have spent months perfecting to use Ogilvy’s idea to get lots of new email opt-ins. Way more than you are getting now. And, with your existing traffic.

And guess what?

I spill the beans in the July “Email Players” issue.

But, time is short.

She goes to the printer in 2 weeks.

Subscribe here before it’s too late:

www.EmailPlayers.com

Ben Settle

My favorite talk radio guy is Michael Savage.

Raw.

Opinionated.

Controversial.

Brilliant at pitching his books.

Doesn’t dance to anyone else’s tune.

(A great example of how email writers should be.)

Plus, he also does what he calls:

“Encore presentations”

This is where they simply replay some of his older shows. So, for example, instead of a fill-in host when he’s out, they’ll replay some of his older clips and rants.

Does the audience get mad?

Not at all.

We get as much (even more) enjoyment as the first time.

And guess what?

You can do the same with emails.

When I do “encore” emails 99.9% of people never even realize it. In fact, I usually get even MORE sales from “recycled” emails.

The only caveats are:

1. The emails must be good (not lame)

2. You will have to have written lots of emails

(I rarely reuse anything less than 9-12 months old)

Anyway, this is just one of the profitable email techniques I’ve borrowed from the talk radio business. And in the next “Email Players” issue I talk about some more reasons why the talk radio email format blows all other ways out of the water.

It also reveals:

• David Ogilvy’s bizarre email list building strategy (for all I know, the guy never sent an email in his life — but I have used this technique he invented to exponentially grow my list in the past 16 months without spending any money or time whatsoever)

• A secret way to make your emails stand out in the inbox over and above anyone else’s (even if they’re better “copywriters”)

• How to do special sales without angering those who paid full price

• How to “recruit” high paid Hollywood screenwriters to help you sell your products via email

• Plus, a special bonus report showing you how to use “reverse SEO” to get Google to send you oodles of free (highly targeted and qualified) traffic in as little as 4 weeks

• And a ho’ bunch mo’…

She goes to the printer in a couple weeks.

Subscribe here in time:

www.EmailPlayers.com

Ben Settle

Few months ago a reader asked:

“I noticed that you still use sales letters instead of videos. Have you tried using videos but the sales letters are still more profitable?”

I hate video.

Think it’s way overrated.

And, should be abolished.

In fact, when I rule the world my FIRST edict will be to turn the Internet back to all plain text — no audios, no animation and no friggin’ videos.

But, to answer your question:

Yes, I have used it (not for BenSettle.com products).

And my results have always been the same:

No difference in sales.

And the reason why is (1) I never tested it on purely “cold” traffic, in which case there probably would have been a big difference in response (not necessarily with video winning — text hands video a beat down way more often than the online video evangelists will ever admit) and (2) my emails did most of the selling.

Yes, my little droogie, it’s true.

Emails made the tests irrelevant.

That’s not to say sales letters aren’t important.

Especially to cold traffic.

So I still put my best effort into them.

But, when you do email the right way, you could very well find your split tests to your lists yielding little or no real winners.

At least, that was always my case.

Your results may vary, of course.

So, here’s my advice:

Do whichever format you want.

Then write an email each day designed to get people to go to your ad, when they will be far more receptive to your message.

That’s where “Email Players” comes in.

With my system you can write emails fast.

In a fun and interesting way.

And, bring in more sales.

Subscription info at:

www.EmailPlayers.com

Ben Settle

An inquiring mind wants to know…

“you promote your link to your monthly “Email Players” newsletter in every email… What are your thoughts on people becoming “blind” to this since it is promoted in every email? Just wanted to know your opinion, and feel free to rip me if you need to. Thanks man!” – Paul

It’s all good, Paul.

I won’t rip ya.

In many ways, pounding your list with a pitch every. single. day. would seem like overkill. But, I do it because of one reason, and one reason only:

It works.

And it works for lots of reasons, like:

• Procrastination — people will literally have an email that “got” them sitting in their inbox for weeks and months sometimes… and each email you send builds on each other to help bring ’em over to your side of the force…

• Builds your credibility

• Lets you show different aspects of your offers/benefits

• Makes it easier to buy from you — People rarely ask what product they should buy or start with, there’s some cool psychology here I talked about in the April 2013 “Email Players” issue (about my business model)

• You stand out from ALL your competition

• Keeps you in top-of-mind status

• Repetition — David Ogilvy learned while working for pollster George Gallup that people needed to hear a film mentioned 7 times before seriously thinking of seeing it. Today’s skeptical buyers sometimes need to see an offer 50+ times before buying…

Hey, I WISH less emails worked better.

I’d get my lazy on.

But alas it ain’t so.

Luckily writing daily emails is simple.

At least, if you have a system to work with.

Like the one in the “Email Players” newsletter.

More info here:

www.EmailPlayers.com

Ben Settle

I love UrbanDictionary.com.

A lot of people wince at it and think it’s uncivilized or whatever, but I kinda dig it. It’s got lots of edgy terms with great plays on words/letters that are awesome for emails.

One of my favorite terms on there is:

“SIMP”

This is guy who’s really a sissy, but acts like a pimp.

In other words…

He’ll talk about how he’s the man, doesn’t care about his girl, is a stud, etc.

But, in reality, he kisses her bootay.

Worships her.

And, is basically whipped.

We got some online SIMPS, too. I speaketh of people who act like they’re super experienced and know what they’re talking about with emails, sales letters, marketing, etc.

But really, they’re just amateurs.

With no real experience.

No real successes.

And, no real reason to be teaching anything.

Someone recently tested me to see if I’m just a SIMP online. She made the comment that, yeah, selling “how to make money” stuff (like email training, for example) is easier than other products. But what else outside this niche have I been successful selling?

I don’t blame people for asking this.

I think more people should.

The answer is hellz yeah I have.

I’ve successfully sold products for weight loss, prostate problems, golf, self defense, fitness, health supplements, dog training, dressing for style, and a bunch more. (Frankly, I’ve lost track).

I’d also argue golf and weight loss are much easier sells, anyway.

Those two markets are as rabid as Cujo.

So there ya have it.

I may be a lot of things — good & bad.

But I ain’t no SIMP.

And I prove it in “Email Players” each month.

Get the scoop at:

www.EmailPlayers.com

Word up.

Ben Settle

Another question rolls in…

“Ben I have been on your list for over a year and love your stuff. I am writing you because I have a high ticket product that costs more than $10k. I’m curious about your email methods. Will they work to sell high ticket products? I’m just afraid of spending a lot of time on them and not seeing any results or getting bombarded with spam complaints and unsubscribes. Have you seen email make big ticket sales? Thank you and I look forward to your response.”

It’s a good question, Boss.

But, I find your lack of faith disturbing.

You’ve been on my list for a year?

And you STILL wonder about email?

Still afraid to try it?

Listen dude, I’m not gonna tell you to “man up.”

I’m not even gonna tell you to “sac up.”

Instead, you need to “BEN up”.

That means asking yourself “What would Ben do?”

Such as…

• Start mailing daily

• Play to WIN not to not lose (i.e. quit worrying about unsubscribes)

• Make a list of ways your product has helped others, and turn those into mini case studies (perfect for email)

• Do the opposite of what goo-roos are doing/teaching

• Think up hot offers and hard deadlines

• Bring your new subscribers in the right way (don’t say something lame like “don’t worry, you’ll only hear from me when…. blah blah blah, almost like you’re apologizing for helping them for FREE with your emails…)

• Track sales, not open rates, etc

• Don’t spend a lot of time on writing emails (shocked?)

• And MOST importantly… subscribe to “Email Players”

I’m biased, of course.

(Shamelessly so….)

But, think of it this way:

If “Email Players” helps you make ONE sale of your $10k product (and I’d bet green money it’ll do FAR more than that), you’ve just paid for 8.5 years of “Email Players” issues.

All you need is guidance.

Guidance I happily provide each month.

First, you get my “Email Players Playbook” which teaches you my system (the “evergreen” stuff). Then each month I keep you up on the latest stuff I’m making sales doing (I’m constantly experimenting with emails…)

Just one tip can be worth thousands.

(Even TENS of thousands).

Now imagine learning dozens of tips.

Each month.

And, with examples anyone can model.

(Not outright *copy*, ye goo-roo fanboys take note, there’s a difference….)

Begin your adventure at:

www.EmailPlayers.com

Ben Settle