Made my “TV” debut recently.
Well, Internet TV, at least.
I was invited on my friend David Dutton’s “Marketing Matters” video podcast, and ended up revealing some tips I only teach in my paid “Email Players” newsletter.
Click the video play button below for your email lovin’:
An inquiring mind wants to know:
“Ben, does ‘Email Players’ work for professional services or is it just for info products?”
Survey says…
Yep.
And, I’m gonna prove it to you.
Below’s a testimonial from marketing consultant Steve Gordon. He was an “Email Players” subscriber in 2011 and left shortly thereafter. Then, he decided to mend his wicked ways and give my methods another go.
Here’s what he said:
I was an Email Players subscriber for a few months at the end of 2011. Tried the daily thing with absolutely no results (my fault, not yours). Mostly my offer stunk…I was basically asking people to reply to schedule my version of a free consultation.
Fast forward to October 19th, 2012…
Decided to give it a go again.
This time with a link to a sales page for the free consult (not a great sales page either).
Also shortened the emails (150-250 words usually).
Well, things have changed.
Almost instantly (within the first week), I started getting response.
This is from a small list (less than 2k) that had been almost dormant before.
Long story short, I’ll do more business in the first quarter than all of last year combined. All of it driven by daily (every weekday) emails. I get unsubscribes now, but the RIGHT kind…I’ve got way more engagement with my list. I get personal responses everyday from the emails I send, which allows me to strengthen relationship with those people.
It’s shortened what is normally a loooonnngggg sales cycle.
I’m not selling product…I’m selling professional services…to business owners…most of my competitors think it obnoxious and intrusive to mail busy people so frequently.
(I hope they keep thinking that!)
Anyway, just wanted to say thank you!
BTW, Steve also sent me another email saying:
“It’s to the point now that my wife asks me …’have you sent your email today?’ She knows it’s money!”
True ‘dat.
So, do my methods work selling services?
The proof is in the doing:
1. Subscribe to the “Email Players” newsletter
2. Follow my instructions (straying from my system is the path to the dark side. SPURNING me leads to frustration… frustration leads to mistakes… mistakes lead to no sales…)
3. Be persistent & consistent
The rest takes care of itself.
Subscribe here:
Ben Settle
Wow, bullet points really CAN make people nutzo…
Yesterday’s email included a bullet that said:
Sure enough…
I get a response from someone saying I’m irresponsible for telling people to watch an X-rated movie and, that I should “retract” it immediately.
(Retract a bullet point?)
Sheesh.
Someone needs to chill their hamster out…
Here’s the real story behind that bullet:
Back in college I took an especially difficult course where we watched a movie in class (like “Forrest Gump” or “Apocalypse Now”), then read and talked about the book.
That was a tough course let me tell ya.
But, somehow I survived…
Anyway, I don’t remember learning much there (although I was sure entertained!) But, one movie we watched has been invaluable in my emails today. It features an email tip that can make your emails kick gluteus assimus and stick out like a hippie at a gun show.
What’s the name of the movie?
And, what’s the tip?
Well, the movie is called:
“A Clockwork Orange”
Apparently, it’s one of the first X-rated movies.
But, it’s not “porn.”
It’s violent & disturbing.
But it ain’t pornography.
The ratings system was simply different back then.
(Another story for another day.)
And guess what?
In the next “Email Players” issue, I explain the extremely profitable email secret I learned from it (which I use in most of my emails — even THIS email you’re reading), and how you can easily profit from it, too.
But it goes to the printer next week.
So time is short if you want in.
Subscribe here:
Ben Settle
The online video evangelists are an amusing bunch.
In some ways, they’re almost as entertaining to listen to as the social media kool-aid drinkers who still think combining the “law of attraction” with frequent FaceBook status updates will make them rich.
Here’s the reality.
And it goes for anything you sell:
What’s most important is your message to market match.
Not your cool “bouncing ball” powerpoint video.
Not your Barry White-like voice over.
And not even your video editing skills.
Yes, those things can be useful and add more coinage to ye olde bottom line profits when using video sales letters.
But in the end…
It’s all about the message to market match first
Without getting that right, you could have your pitch special delivered on a solid gold tablet, but if it’s the wrong offer to an unresponsive list, nobody is gonna buy.
Hey, it’s like my pal Doberman Dan says:
“Brilliant copy won’t sell a turd”
Same goes for brilliant video, too.
Anyway, I prefer email.
In my experience, if you do email right it’s a non-issue.
Often times the emails do the hard work.
Not the video or text ad.
To see how I do it, check out “Email Players”.
The next issue includes:
(Including a bonus I consider the #1 business resource I own.)
But this puppy goes to the printer soon.
So time is getting short.
Subscribe here today:
Ben Settle
Recently, I got the low down on “50 Shades Of Gray”.
My friend Kristi said she read it, and how it’s basically about a guy sexually dominating and controlling some chick. She also said there were parts where the dude is teasing and torturing the chick, which only made the character want MORE such treatment.
Gotta admit, I was kinda turned on by that.
In an advertising kinda way, of course.
Here’s what I mean:
It reminded me of what good bullet points in ads do.
I love me some good bullets.
I used to spend hours (literally — first thing in the morning, on my work breaks and lunch hour, and at night when I got home) each day hand writing out bullets and sales letters by guys like Gary Halbert, John Carlton, Scott Haines, Gary Bencivenga, Eugene Schwartz and Mel Martin to get the “feel” for it. And nowadays some of my best ads are just an opening paragraph and then dozens of bullets that tease, and twist and taunt and, yes, *torture* the reader so they can’t sleep at night until they buy.
They just gotta scratch that ITCH.
This skill has been worth solid gold to me over the years.
Anyway, there’s definitely an art and science to bullets.
And it doesn’t come easy to most people.
Well, guess what?
If you’d like to learn exactly how I wrote the bullets for my highest-earning sales letters (including ads that have been running for several years without being beaten) I can show you.
And, I can show you for the bargain basement price of $4.99.
It’s all in my new Kindle book:
“Crypto Copywriting Secrets”
This book is my exact 5-step process for writing ads.
(Bullets being 1 of the 5 steps.)
Much of the book was taken directly from a 5 issue teaching I did in my old (no longer published) “Crypto Marketing Newsletter”.
It’s extremely simple to follow.
And, it’s extremely effective, too.
More:
There’s a whiney 2-star review on there for the book now.
The dude who wrote it actually had a point about the formatting of the book (my publisher has since fixed it, so glad he mentioned it). But his other complaints were typical amazon comment drama queenery. (i.e. he says “the whole basis of this book is external documents and web pages” — which is total nonsense, the links are supplementary and you don’t have to be able to access them to get 95% of the content of the $4.99 book). Plus, there’s no law saying you can’t go to a computer and (gasp!) manually type the URL’s in.
Anyway, so that’s that.
Here’s where to download the book:
If you’re in the US –
www.copywritinggrabbag.com/Kindle/US
If you’re in the UK –
www.copywritinggrabbag.com/Kindle/UK
Until next time…
Ben Settle
Ever hear of the “halo effect”?
This is when, for example, you get interviewed or endorsed by someone with credibility oozing out of their pores and all that credibility seeps onto you — usually making people FAR more likely to buy from you.
It’s a very powerful phenomenon.
And, it can put many more coins in ye olde piggy bank.
But even so…
It ain’t nuttin’ compared to what I call:
“The Pitchfork Effect”
This is something anyone with the ballz to say something controversial and (GASP!) offensive experiences over time — as it creates a super polarizing effect on people. The savviest marketers (and politicians) have known for decades… the better you are at turning OFF those who aren’t your prospects, the better you’ll be at turning ON those who are.
Oh yeah, baby!
And email is perfect for this.
Do it the way I teach and you’ll get people riled up and passionate.
The buyers will enjoy it (and buy).
The pissants will hate it (and attack).
But love you or hate you — they’ll ALL be passionate. And passion will put LOTS more loot in your coffers.
So how about it?
Ready to piss some people off?
And pocket more sales?
Then there’s no time to lose.
Grab your pitchfork and zip on over to:
Ben Settle
Monday I posted this on FlakeBook:
“No call to action, no offer, no reason to buy makes for a sucky ad. Yes, even if it gives you the warm fuzzies about farmers.”
It was, of course, referring to that Superbowl ad.
(The one about farmers everyone likes.)
Not everyone agreed with me, though.
One of my old droogs from college (an advertising guy, I believe) jumped in saying he respectfully disagreed and ‘splained it as being good “branding”, etc.
As usual, it’s okay to disagree with me.
(It’s not a crime to be wrong, after all…)
But, here’s the way I see it:
1.) The best way to enhance your “brand” is to sell your product and make the buying experience so awesome your customers can’t help but tell others about your awesomeness.
(i.e. what Walt Disney did with his theme parks).
That’ll do more for your brand than 1,000 Superbowl spots.
And a ho’ bunch cheaper to boot.
2.) For over $100k per second (what it costs to run them ads during the Superbowl) I’m gonna at least make an effort to build a mailing list instead of just showing the lame Dodge ram logo at the end.
It’s nutzo to spend that kind of dough and not build a list.
So how would I do it, you say?
I’m glad you axed.
OK, let’s say they kept the ad the same.
You know, with Paul Harvey talking about the farmer.
The LEAST they could have done is, at the end (instead of just showing the ram logo) is key up some text giving people a hot reason to immediately go to a website or text a code… anything, to get them on a mailing list.
Yes, that’s kinda weak and passive.
But it still beats the crap out of what they did.
And even getting that from Madison Ave ads is like pulling teeth.
Anyway, what would happen when they get on said list?
I’d tell Dodge to do this:
Offer people free tips (daily!) on topics like how to extend a vehicle’s engine life… the best kind of oil to use (synethic or regular?)… maintenance tips… getting the best insurance… how to get out of speeding tickets (they’d never do this, but a lot of people would be on that tip like white on rice…)… how to find great deals on vehicles, gas, car insurance and accessories, etc etc etc.
Every day a new email tip.
Every day a welcome contact from DODGE.
Not Honda.
Not Hyundai.
Not Ford.
Not Toyota.
Just DODGE, baby.
That bottom-of-the-barrel car everyone’s forgotten about.
And not only would these tips always end with telling them to visit their friendly Dodge dealer (along with any special offers or deals they got going), but they’d give Dodge top-of-mind status in a way no Superbowl ad could even dream of.
And when it’s time to buy a car?
It’d be tough for them to not at least LOOK at Dodge.
(Even if they’re loyal to another car company.)
More:
These tips are also getting forwarded to people.
They’re being printed out.
Saved on smart phones.
And, probably even tucked inside glove compartments.
You want “branding”?
That’s how you do it.
Finally:
(for any Dodge execs reading this, you’re welcome)
Dodge salesmen would then be given these subscribers (i.e. “leads”) which are neatly segmented by location — making more sales for not only Dodge, but the smarter salesmen who don’t just want to sit around the lot all day holding a cup of cold coffee.
That’s how it’s done.
And this what they should do next year.
Only then, a Jedi advertiser will Dodge be…
Anyhoo.
That’s my take on it.
And, I’m right about this.
I’m also right about other ways of using email marketing.
Ways you won’t hear from ye olde goo-roos.
Ways found only in the “Email Players” newsletter.
Subscribe here:
Ben Settle
P.S. There’s since been 10+ million views of that commercial online.
10 million potential names on a list.
10 million potential people with friends and families (referrals).
10 million potential opportunities pissed away by being “creative” over, you know, selling.
“How in the hell could a person enjoy being awakened at 6:30 a.m. by an alarm clock, leap out of bed, dress, force-feed, shit, piss, brush teeth and hair, and fight traffic to get to a place where essentially you made lots of money for somebody else and were asked to be grateful for the opportunity to do so?”
-Charles Bukowski
The above is from one of the great American writers.
Six months ago I’d never heard of him.
But my droog Robert Bruce (of copyblogger) said I HAD to read his stuff, saying my writing style and attitude was so similar to his. So I read one of his books (titled “Women”) and am now addicted.
Anyway, mayhaps I’ll write more about him later.
But today, let’s talk about his quote.
Reading it may “sting” a bit.
But, it’s a great reality check.
No, bid’niz ain’t ALL fun and games.
Sometimes it’s extremely hard work.
Not very pleasant.
And, can be mentally and emotionally brutal.
But compared to a 9-5 job being at the mercy of some jackanape boss promoted one (or two!) levels above his own complacency?
Even a “bad” day is awesome.
After all…
You can be FIRED from a job.
Not so from your business.
You can go YEARS without a raise at a job.
Not so from your business.
And, you can piss away DECADES of your life (with naught to show for it except regret, lost opportunity, and wishing you’d had more time to do the things you wanted to do) at a job.
Again, not so from your business.
Does that depress you a bit?
Good.
You’re ready for a change, then.
If you’re at a job and are tired of brawling with your “superiors” and their merry band of office politicians savaging your morale… start building a list (today!) and learn how to sell to it with email.
The beauty of email is it’s fast.
It’s inexpensive.
And, (believe it or not) it’s fun.
The “Email Players” newsletter shows you my way of doing it, and the book that comes with your subscription includes a couple appendixes on how to build a list.
Yes, the newsletter is “pricey.”
And yes, it requires effort.
But it works.
And, I believe it can work for you.
Learn more at:
Ben Settle
… you don’t have to “like” me to profit from me, babycakes.
Like this gentleman:
You know, despite your arrogance in spite of yourself, I am glad i have stayed on your list…
I have learned, and although im sure there are more pieces to the puzzle, but i do presume that the 80% of your effectiveness in your strategy comes down to two things…
Staying top of mind – by daily doses of determined promotion.
and two, the biggest thing i’ve learned from you, by the way….
By blatantly not giving a shit about the people you know you arent talking to.
That makes some sense.
Why worry about those people anyway…
Although i’m not so sure you are quite as smart as you think you are, sir, i have learned a valuable lesson from you.
It’s ALL good, amigo.
You’re also close with the 80% thing, too.
Much of it IS mindset and implementation.
(Mailing daily and being willing to buck mainstream instruction.)
The rest?
Well, that’s what I teach in the “Email Players” newsletter.
That’s why “reverse engineering” my stuff won’t work.
One can observe how a pro baseball player hits, plays the field and competes. But, you can never get any better until that player (or his coach) takes you aside and shows you how it all works via ongoing drilling, practice and instruction.
So it is with email marketing.
But, you gotta be willing to work.
To “practice” (at least with email you earn while you learn).
And, yes, invest.
Both time AND money.
In this case the investment ain’t cheap.
But, learning a skill like this pays for itself in spades.
Over and over and over…
It’s kinda fun, too.
Are you ready to begin?
Then enter my inner sanctum here:
Ben Settle
I couldn’t resist…
Since everyone is getting the warm fuzzies over a Superbowl commercial with no call to action, no offer and no reason to buy, I thought I’d toss one of my own such ads in to the mix.
Ready?
Behold:
(Don’t forget to imagine it being read in Paul Harvey’s voice)
And on the ninth day, God looked down on His planned paradise and said, “I need a salesman multiplied.”
So God made a copywriter.
God said:
“I need somebody willing to get up before dawn, obsess over his headline copy, work all day in the office, obsess over his headline copy again, eat supper, then go to town and stay past midnight at the bar scribbling ideas on cocktail napkins and asking drunk people to read his ads.”
So God made a copywriter.
God said:
“I need somebody willing to sit up all night while his ad that he slaved over for 6 weeks is tested and watch it get beaten, then dry his eyes and say, ‘Maybe next month,’ I need somebody who can shape an advertisement from a disorganized client’s team of English majors who wouldn’t know what a good ad was if it bit them, write an 8 page sales letter for a 200 page book in under 2 hours, who can make a sale out of thin air with the right combination of words, feed his family when work mysteriously dries up and learn to live on scraps until the next assignment. Who, during his other disorganized client’s product launch will finish his 40-hour week by Tuesday noon and then, paining from a sore back sitting 12 hours straight, put in another 72 hours.”
So God made a copywriter.
God said:
“I need somebody strong enough to clear his mind when his own clients’ employees sabotage his ads and not heave them out the window like bales, yet gentle enough to yean empathic copy full of irresistible bullets, who will stop his writing for an hour to take his impatient dog out on a much-needed walk.”
It had to be somebody who’d dig deep researching his market and straight and not cut corners. Somebody willing to read, speak, peek, and never forsake (his market), and risk, and grow, and never say “can’t”, and make the peace with others who strain the morale. Somebody who’d bale an ad together with the soft, strong bonds of caring, who would laugh, and then sigh and then reply with smiling eyes when his client says he wants to hire him again because nobody else can do what he does.
So God made a copywriter.
Publishes ridiculously high-priced books & newsletters about online marketing, writes twisted horror novels & screenplays, and trades options & invests in companies he thinks are cool – like BerserkerMail, Low Stress Trading, and The Oregon Eagle newspaper.
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