Ben Settle

This is for all ye students of persuasion.

Once upon a time, a subscriber wrote…

“I wouldn’t discount ‘social proof’ or ‘persuasion’ or ‘scarcity’ as only buzz. Have you read Influence by Cialdini? These concepts work and are backed up by hardcore science.”

That’s actually a good point.

And methinks it deserves an answer.

So allow me to retort…

First off, when I read Cialdini’s book it seemed like less of a “how to” book for marketers than it was a WARNING to consumers. The tactics inside it are very powerful, and I am not saying you should never use them. But they are like a blade — they can heal (i.e. a surgeon’s scalpel) or cut someone into little bitty pieces (i.e. a serial killer’s shank).

A lot of people don’t realize that.

And you can tell by looking at their ads.

How?

Because there is little or no substance — just a series of persuasion tricks, tactics & chokeholds (just tossed in – helter skelter) at the expense of doing right by their customers.

That works great on the small % of hyper buyers.

You know, people who buy everything.

But to skeptical prospects?

(The VAST majority in any market.)

Good luck.

Secondly…

Cialdini’s book is not “hardcore” science.

It’s soft science at best.

And not always long term profitable, either.

Example?

Take the so-called “law of reciprocity.” Sounds great from the stage, yeah? Maybe so — but it’s a terrible foundation to build a customer base on.

Sure, you’ll get buyers.

But they’re almost like “pity buyers” in a way.

(i.e. they bought out of obligation)

So if that’s the reason they bought, they likely ain’t buying again.

(Repeat sales is where the REAL money is in business.)

Anyway, I know I’m fighting against thousands of web pages and videos and podcasts and social media brain farts packed with goo-roo dogma about this.

But here’s the point:

The best ads aren’t “trick” centered.

They’re MARKET centered.

It’s about the market first.

And the tactics second.

Look, I know this is almost like “blasphemy.”

Especially to the goo-roo fanboys.

So I don’t expect you to necessarily believe me.

That being the case, maybe you’ll believe two of the highest paid direct mail copywriters (the most cut throat copywriting medium there is) on the planet. The “Copywriting Grab Bag” includes appendix interviews with A-List copywriters Doug D’Anna and David Deutsche (I was once told David had 6 controls running simultaneously, which is pretty much unheard of from what I understand).

Both hammer this theme home about knowing your market.

(Over and over and over…)

Even going so far as to say guys at their level hardly even talk about “tactics” to each other, just what new insights they’re learning about their markets.

Frankly, they never mention any “tricks.”

It’s ALL market, baby.

Anyway, it’s yours for $100 off until midnight tonight.

Here’s where to go next:

www.CopywritingGrabBag.com/100

Ben Settle

P.S. It also includes an unadvertised bonus book that contains a guide for how to learn everything there is to know about your market.

Make no mistake, it’s work.

But it’s work that can pay you in spades.

That’s why this product is for serious marketers only. The lazy and unmotivated should not bother buying it.

Otherwise, here’s where to get it for $100 off:

(Until midnight tonight)

www.CopywritingGrabBag.com/100

So I had a total “nerdgasm” recently.

I was re-watching the movie “Wanted” — which is (loosely) based on the comic book about a wimpy office worker who discovers he’s part of a long family line of professional assassins.

Awesome flick.

Heck, the ending one-liner ALONE is worth the price of admission.

But here’s the really cool part about it:

One of these assassins’ “powers” is the ability to curve bullets (midair) around other objects.

In other words…

Instead of shooting the bullet in a straight line, they can manipulate it to go wherever they want.

(Like around buildings, people, furniture, etc).

And you know what?

I couldn’t help but think how dead on accurate a metaphor that was for writing sales letter bullets, too. If you want to immediately boost your sales… learn how to “curve” bullets in your ads by taking seemingly boring and “ordinary” facts about your product… and twisting them into something exciting and dramatic.

Something drenched in curiosity.

Something that makes people HAVE to get your product.

Fact is, most bullets are about as exciting as a dead fish.

Total snoozers.

Which is one reason I spend two full chapters in “The Copywriting Grab Bag” (on sale until midnight tomorrow for $100 off) just on bullets… as well as a detailed step-by-step training (with LOTS of examples) on the subject and even the exact same list of bullet point “templates” I use when writing my own ads.

Bottom line?

Hardly anyone knows how to write “curved” bullets anymore.

It’s like a lost art.

And even fewer can teach it.

Which means, when YOU learn how to do it, you’ll be able to blow your competition’s ads right out of the water.

You can get all this training for $100 off here:

www.CopywritingGrabBag.com/100

But, only until midnight tomorrow.

Hurry…

Ben Settle

P.S. Booyah…

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You should treat your prospects like criminals.

There.

I said it.

And (believe it or not) it’s one of the single most profitable copywriting tips anyone will ever give you for the rest of your days.

Here’s why:

Everyone wants to know how to write better copy.

What are the best copywriting “tricks.”

And, how to write in a silky smooth “greased shoot” way.

But they are asking the wrong questions.

That’s sorta like asking an FBI agent what’s more important — being able to shoot a criminal in the eye from 200 feet away, or knowing how to profile a criminal so they know where that person will be, what their next move is, how they think, and what the best way to catch them is.

Hey, I’m not calling your customers criminals.

But the analogy holds.

Frankly, if you know how to “profile” your customers like the FBI does… so you know everything about them psychologically, demographically, emotionally and even physically… you’ll sell regardless of how good your “writing” is.

You’ll know exactly what they want.

What to say to them.

And, how to deliver your message in the most receptive way.

The writing is nothing compared to this.

The *psychology* wins the day.

And here’s the good news:

Once upon a time I wrote a newsletter issue about this subject for my old Crypto Marketing Newsletter. It showed exactly how to “profile” your market like this so you know more about them than their own mother does. If they even so much as fart at a certain time each day, you’ll know about it.

Anyway, this kind of intel lets you invade any market.

Let’s you win even with “weak” writing.

And, gives you an enormous advantage over your competition.

And guess ye what?

This issue is now included in “The Copywriting Grab Bag”.

It’s one of the most profitable teachings I’ve ever done.

And you can get it for $100.00 off until Sunday at midnight.

It’s ALL about the market, baby.

Do this right and selling is cake.

Get the system for $100.00 off at:

www.CopywritingGrabBag.com/100

Ben Settle

Can you dig it…

Until Sunday, February 3rd at the stroke of midnight, I’m having a special $100 off sale on my acclaimed “Copywriting Grab Bag” product.

I daresay this is one mega valuable product, too.

And, it has the testimonials to prove it.

For example:

Here’s what a copywriter for Apple Computer says about it:

“The Copywriting Grab Bag is an enticing buffet of copywriting tips, tricks, techniques, stories, metaphors, resources and interviews that copywriters at any level can feast on whenever they’re hungry for new response boosting ideas. And it’s written in a distinct style that makes it fun and engaging to dip into at anytime of the day.”

-Leon Altman
Copywriter featured in AWAI’s “Monthly Copywriting Genius.”
Also wrote for Jim Cramer (of CNBC’s “Mad Money”),
The Anaheim Angels, And Apple Computer.
AltmanCopyPro.com

Here’s what a copywriter for Tony Robbins says about it:

“Awesome! Inspiring!

“Your book is going right on the shelf next to one of my other often consulted copywriting books… by none other than Clayton Makepeace himself. Nice work!”

-Ray Edwards
Copywriter for Tony Robbins, Frank Kern, Rich Schefren
and other top Internet marketers
RayEdwards.com

Here’s what Terry Dean (Internet marketing “pioneer” and fanatical tester of all things advertising) says about it:

“I usually have a stack of a dozen books or so on my shelf and everything goes on the bottom of the shelf. After skimming it, there were so many tips that I immediately picked up it went to the top of the book shelf and and it was the next book that I read. My first read through I pulled out between six to ten new things to take and test in my own sales letters online. And it’s on the shelf for another read through again coming up soon.”

-Terry Dean
TerryDean.org

More…

Here’s what Ken McCarthy — the “Godfather of Internet marketing” and 7-figure copywriter who’s gotten “fan mail” from guys like Gary Bencivenga (universally considered the world’s greatest living copywriter) and Marty Edelston (founder of one of the biggest direct mail houses in the world) — says about it:

“Ben, what a massive contribution to the copywriting world. And very original. And I recommend anybody who’s trying to get a handle on copywriting or get better response to their ad copy to get it and read it. It’s really a fantastic resource.”

-Ken McCarthy
7-figure copywriter and info-marketer
TheSystemSeminar.com

Then there’s multi-million dollar marketer T.J. Rholeder who says:

“TO WHOM IT MAY CONCERN: I just bought Ben Settles ‘Copywriting Grab Bag’ and to say I was impressed is an understatement. This guy is a RISING STAR in the copywriting world. In fact, and I mean this most sincerely; I firmly believe that Ben Settle is the NEXT Gary Halbert. That’s NOT an exaggeration. The man is brilliant, and if you’re NOT getting his stuff, you’re losing money.”

-T.J. Rohleder
RuthlessMarketing.com

By the way…

T.J. is right about the brilliant part (ha) but I’m not even in the same league, stadium or sport as the great Sir Gary Of Halbert…

Anyway, not exactly newbie testimonials, are they?

So here’s the dealy-O:

The Copywriting Grab Bag is $100 off until Sunday at midnight.

However, you should also know:

Even at $100 off it’s pricey.

It’s also a *physical* product shipped to your door. (But don’t worry, I pay your shipping — worldwide.)

And, there are no refunds.

All sales are final.

(This ain’t for timid marketers who need a “safety net.”)

You can grab the copywriting bag for $100 off here:

www.CopywritingGrabBag.com/100

Giddy up.

Ben Settle

For the past few months, I’ve been creating a special list.

Specifically, a list of lame refund excuses.

It’s sort of a hobby of mine. Normal people collect stamps, or baseball cards, or comic books or whatever… but I collect refund excuses.

I just find them so… amusing.

In fact, here are 3 of my favorites:

“MY WIFE IS MAKING ME…”

(Maybe someone should sac up and take the skirt off, son?)

“I ALREADY HAVE A LOT OF PRODUCTS LIKE THIS…”

(So why did you buy this one? Duh…)

“I REALIZED I DON’T WANT TO LEARN THIS…”

(Isn’t that like signing up for a gym to get in shape, then after using the equipment, showers, lockers and personal training advice, deciding you want liposuction and demanding a refund?)

Oh well.

Like I said, I find these kind of amusing.

But also kind of useful, too.

How?

Because it shows the mindset of the kind of customer every single marketer (in my humble, but arrogant, opinion) should avoid like the PLAGUE — and do everything in your power to turn OFF in your advertising.

I mean, why encourage ’em?

Just something to think about.

You can see how I do it sometimes in “Email Players.”

Many of my emails repulse certain people.

(In fact, this email is doing just that…)

And it’s (usually) by design.

Here’s where to subscribe:

Ben Settle

Yes, I ‘spect this is a shock to you…

But I’m partial to print newsletters.

After all, I’ve been selling my own print newsletters (first the “Crypto Marketing Newsletter”, and now “Email Players”) for over 3 years now. However, I’m not just partial to them as a publisher, but also as a subscriber and buyer of information, too.

Why?

Lots of reasons.

Like, for example…

• They’re easier to consume (no logging in, remembering pass words, etc — my droog Jim Yaghi says he has a membership site people pay for and hardly anyone logs in, it pisses him off, like he’s wasting his time…)

• Way more convenient (i.e. pizza delivery vs takeout)

• Exciting (it’s like Christmas getting them each month)

• No info overload (just stripped down info in 8-16 pages — in and out, do this, this and this, apply, see what happens. It’s like you got your meaty steak each month and you can decide to eat the dessert, appetizers, and other foods or not — it’s optional or can be stored as leftovers or snacks for later)

• Can still have online components (forums, membership area, etc)

There are more.

But those are a few reasons.

Anyway, there are so many holes in the market for high priced newsletters it’s almost spooky. And over the years I’ve put a “dream team” of newsletter writers together in my head of who I’d like to pay for their expertise each month in a newsletter (not a membership site).

Since the world revolves around me, this is important.

What I want is paramount.

Nothing else matters.

I am the ONLY one whose desires count.

So just to get the juices flowing, I’m going to summon the names of people who I’d like to see create a monthly print newsletter and the topic I expect them to write on…

1. Direct sales/persuasion (Shameless Shamus Brown)

2. PPC (specifically AdWords – Jim Yaghi)

3. SEO (Ferny Ceballos & Raymond Fong)

4. Investing (specifically for online entrepreneurs – Trevor Mauch)

5. Traffic (generalized – Eric McMillan)

6. Copywriting (David Deutsch, Richard Armstrong, Ryan Healy, John Anghelache, Daniel Levis… the list goes on… too many to count and so I’m surely leaving lots of good people out, my bad…)

7. Affiliate marketing (Jonathan Mizel)

8. List building (Jack Born & Ryan Levesque)

9. Public speaking (Ray Edwards)

10. Joint ventures/networking (Adrian Bye)

11. Podcast marketing (Michael Senoff)

12. Video marketing (Jason Moffatt)

13. Monetizing social media (Justin Brooke)

14. Legal tips for online marketers (Mike Young)

15. eBay business tips (Greg Perry)

16. Getting clients (Jason Leister)

17. Offline marketing for Internet marketers (Doberman Dan)

18. Online media publicity (Mike Dolpies)

19. Book marketing (Mike Dolpies, in case he SPURNS me and refuses to do the online media publicity newsletter)

20. Direct response design tips (Mr. Subtle)

21. Blogging (Brian Clark)

Some of these blokes already have membership sites.

But that’s not what I want.

What I want are PRINT newsletters from them.

The kind I get in the mail.

The kind that deliver hard-hitting bites of content to me that I can use immediately (that same day!) in my business, in a format I’m practically guaranteed to consume and not ignore or be overloaded by. Plus, if they did these, that’d give them upfront cash flow, plus they can back end ancillary products via direct mail (by letting offers “ride” in the envelope already going out to subscribers).

Now, don’t worry.

I’m a nice guy.

So, I’ll allow them to keep their online membership sites, too.

But they will incorporate a newsletter into the mix.

They could be mixes of generalized info, specialized tips and up-to-date tactics, all in the context of each newsletter’s overall theme. In some of these cases (like SEO and PPC) the rules are ALWAYS changing, and a print newsletter is a perfect way to keep customers up to date, they’ll never run out of material…

Now let’s talk price.

I’m thinking the specialized ones should be high.

At least $67 (ideally $97) per month.

The generalized ones?

Around $27-$37.

I’m flexible on these, though.

So it’s all good.

But whatever the case, I expect this to be done.

I have spoken…

Ben Settle

P.S. The sky is the limit for newsletter publishers. I have a kindle book on the subject that shows you exactly how to put one together from “A to Zebra”.

And, it only costs a “whopping” $2.99.

You can download it to your Kindle here:

If you’re in the US:

www.bensettle.com/print-newsletter/us

If you’re in the UK:

www.bensettle.com/print-newsletter/uk

www.bensettle.com/print-newsletter/france

If you’re somewhere else?

I’m not sure how you get it (maybe with an IP address blocking site or something, Google is your friend…)

A short time ago, in a state not-so-far-away…

There was a marketer who just started learning about the blessedly fun arts of direct response marketing/copywriting/and persuasion.

He saw this stuff work like gangbusters.

He reaped the rewards.

And, he wanted MORE of the same.

BUT…

He also feels dirty and awkward. His family and friends and co-workers (he still works at a job) criticize what he does saying he’s being shady and manipulative and spamming people, etc (you know, all the usual idiocy you hear from people who knoweth not of what they speaketh).

So he came to me like a padawan seeking out a master Jedi.

“I feel conflicted, Master Settle.” He said.

“Much fear I sense in you,” I replied.

“I don’t like tricking people, it feels… wrong.”

“Ah yes, your thoughts betray you…” I wisely retorted. After which I explained to him direct marketing (done right) is not just a bag of tricks. It’s not “mind control” (a silly concept copywriters seem especially fond of batting around). And, it’s not even remotely unethical in any way, shape or form.

It’s simply an attitude change.

It’s realizing people have a problem, and you have the solution.

And thus, it’s YOUR job to help solve that problem — like a Jedi Knight protecting the galaxy — before the shady types get to them.

Frankly, it’s not just your job, it’s your ethical DUTY.

I know it sounds kinda hokey.

But it’s 100% true.

Feel the force flowing through you, yes? Hm?

And the best way to NOT be shady…

To NOT lie…

And to NOT be unethical…

Is to tell the truth.

ALL of the truth — the good, the bad and the fugly.

(Yes, literally, talk up the flaws of your offer.)

Do that and a funny thing happens. No, you won’t lift rocks and space ships and robots with your mind… But, you WILL make more sales. You WILL help more people. And, you WILL be paid more for it.

What’s that???

You still think it’s a bunch of simple tricks and nonsense?

Hey Chuckles, I find your lack of faith disturbing…

After all, it works for me.

It works for my “Email Players” newsletter subscribers.

And, it can work for you, too.

Here’s where to subscribe:

Ben Settle

I cut my “business teeth” in MLM.

And while that industry has its challenges (a very flawed business model in my humble, but arrogant, opinion) there are also some extremely savvy marketers still in the game.

Like, for example, Tom “Big Al” Schreiter.

In fact, he partly got me interested in direct marketing.

(He was one of the only MLM’ers doing it in 2001.)

He also knows how to sell, too.

And one of his best teachings is his:

“One Minute Presentation”

This is a (literally) one minute presentation you give to a prospect about your respective company — regardless of what product you sell or how complicated or detailed your comp plan is, etc.

True jeenius.

And, it worked extremely well, too.

(Even though I sucked at selling.)

I mean, think about it.

With a one minute presentation you never face rejection. After all, who would say they don’t have time?

You can do lots of presentations each week.

There’s no high pressure pitch.

And, it saves a lot of time, while increasing sales.

(It *almost* made MLM fun…)

Anyway, why am I blithering on about MLM presentations?

Here’s why:

When I finally started emailing using my system, I realized it was virtually the exact same thing as a one minute presentation. Frankly, when you do email the way I teach, you get sales from many people who wouldn’t otherwise read a long scrolling sales letter or watch a video, etc.

They aren’t usually in “escape mode” (looking for the exits).

It’s just fun, relaxing and, yes, pleasant.

And so, you’re basically giving a short one minute presentation each day — hitting on different aspects of your offer, your product, your market’s desires/pains, your industry, etc.

With no drama queenery.

No big commitment from the reader.

And no trix or ninja tactix.

Eventually, you say the right thing, to the right people, at the right time and, before you know it, you’re getting consistent sales… with the sun shining, the birds chirping and the pigeons crowing.

It’s ALL good, babycakes.

And guess what?

If you want to learn how it’s done, then simply:

1.) Subscribe to the “Email Players” newsletter

2.) Read the book that comes with your subscription

3.) Take immediate ACTION

(I even hand you a 30 day “quick start” plan).

Details at:

Ben Settle

An interesting question is posed…

“Ben, your emails are so cool you say whatever you want and really don’t care what people think or say. Question: Your not worried about taking it to far and losing the loyalty of your subscribers?”

First off, thank you for the awesome comment.

As for your question:

I’m not taking it far enough.

Frankly, I should be taking it much farther, drawing all the RAGE of a 1,000 politically correct lemmings descending upon my inbox. Like, for example, the woman who told me she was “seriously miffed!” after reading my email last week about how my litmus test for women I date is (1) picking the IRON in Monopoly and (2) having a pleasant reaction when I tell her “that sammich ain’t gonna make itself!”

It’s amusing she took that literally.

Everyone knows I prefer they pick the dog.

(A true symbol of obedience…)

Anyway…

Reminded me of those 1980’s deodorant commercials.

Ever see those?

They’d demonstrate the deodorant by gliding it on their forearm to show no stain, etc. And believe it or not, some people used to put deodorant on their forearms instead of in their arm pits after seeing those commercials.

Do you REALLY want them as customers?

So, I actively repel them away.

(And it usually works…)

Because, at the end of the day, those types almost always make for pain in the gluteus assimus customers who suck up your time, energy and resources.

Bottom line:

I’m all about what I call “repulsion marketing.”

(As opposed to “attraction marketing”.)

It’s something I do in emails all the time.

And, it works.

To learn my email system, check out “Email Players”.

It won’t teach you to be syrupy sweet.

But, it will teach you how to beef up your sales.

Subscribe here:

Ben Settle