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

Been on this 80’s business movie kick.

It’s funny how much more pro-business Hollywood was then as opposed to today with everyone wanting to “occupy” Wall Street instead of Washington DC (where all the corporate welfare and BS is empowered in the first place).

Anyway…

There are two 80’s movies I think you should watch.

(Or, re-watch).

The first is:

“The Secret Of My Success”

It stars Michael J Fox and it shows not only the incompetence of corporate America… but how you can use that incompetence to your advantage by simply doing the exact opposite of whatever the “suits” are doing.

It’s kinda inspiring, too.

So that’s flick numero uno.

The second one?

“Back To School”

This one stars Rodney Dangerfield. And make sure you watch (even if you YouTube it) the economics lesson scene. It’s THE all-time great example of the difference between book knowledge and real world “street-level” knowledge.

Oh, hey, and speaking of street-level learning…

Recently “The Boron Letters” was released on Kindle.

This book is a series of letters the great Sir Gary of Halbert wrote his son Bond about direct marketing while doing time in Boron Federal Prison.

I have the original “hand written” version.

And have read it (literally) dozens of times.

But this Kindle version includes “behind the scenes” notes from Bond about what was going on when Gary Halbert wrote each of the letters and it’s extremely cool.

This ain’t no affiliate link, neither.

I just think everyone in marketing should read it.

And then, read it again.

And again.

And again…

And if you’re REALLY serious, copy it out by hand.

(I did.)

It’ll be quite the edu-ma-cation.

Here’s the link:

http://amzn.to/XUSe6Y

Enjoy…

Ben Settle

I’ve been involved with Kindle for a while, now.

Not only my own books, but as a partner in another business, where sometimes hundreds of books per day are sold — gathering dozens of both good and bad reviews.

And after a while, you see a pattern.

Especially with the 1-star reviews.

And that is very few are genuine.

Most are just from comment trolls with an agenda.

Take for example this blue flame special who left a 1-star review for my “How To Write, Produce And Profit From Print Newsletters” book:

I can’t believe that someone Gary Bencivenga endorses would slap this crap together like this. It doesn’t even do well construed as only “theory”. C’mon man.

Amusing stuff.

And, predictable, too.

These types of whiney reviews are popping up more and more.

And in 9 out of 10 cases they are from some loser who is jealous, a competitor or someone who simply has too much time on their hands, so they prance around Kindle leaving 1-star reviews on products from people they don’t like.

How do you tell if they’re genuine or the ravings of a loser?

Well, here are a few signs:

1. Emotional

A real review (whether 1-star or 5-star or anything in between) is “just the facts” like a weather report — where it’s either raining or sunny, and here’s what to expect etc.

Not a commentary on how crappy the weather is.

Or, how they feeeeel about it.

Yet, that’s what the little comment troll above did.

No specifics.

Just empty complaining with no real point.

Which brings us to…

2. Axe to grind

You can tell the one above is from someone with an axe to grind. Maybe he’s a goo-roo fanboy I’ve offended (good!) Or maybe he’s a competitor. Or, maybe he’s just angry at the world.

Who knows?

One thing is for sure:

He sounds like he’s got an axe to grind.

It sounds personal for the little troll, not business.

Thus, it hurts his review’s credibility.

3. False Info

Another red flag is dropping misleading information. For example, when did Gary Bencivenga ever “endorse” me?

Answer:

Never.

But (presumably) the troll thinks saying so helps his case.

Of course, it doesn’t.

Just makes his review misleading…

4. Spiteful

Calling something “crap” without any specifics whatsoever is like when someone knows they’ve lost a debate (cuz they have no facts), so they pathetically resort to profanity or name calling.

I’d venture to guess 90% of 1-star reviews do this.

At least, the ones I’ve seen…

5. No Facts

The little troll says it’s not even good “theory.”

Which is interesting for two reasons:

First, he’s not a verified purchaser.

(As of this writing, at least.)

So probably he didn’t even read it.

(i.e. just has an axe to grind)

And secondly, there isn’t any actual “theory” in the book.

It’s the exact formula I used to launch, sell and publish 2 successful print newsletters as witnessed by hundreds of collective paying subscribers over the past 3+ years. He likely knows this (and if not, then he should do at least a modicum of homework before spouting nonsense in reviews). But since he has no facts to back up his complaints, he thinks lobbing insults will help his case.

Which, of course, it doesn’t.

Especially when weighed against the other reviews.

(Which are positive reviews.)

So there you have it.

The anatomy of an Amazon comment troll.

You’ll get these eventually if you sell on Kindle.

Might as well expect it…

Okay, one last thing:

I’m obviously a big fan of print newsletters.

And, wish there were more (good ones) out there.

So if you’d like to check this book out, go to:

If you’re in the US:

www.bensettle.com/print-newsletter/us

If you’re in the UK:

www.bensettle.com/print-newsletter/uk

Of course, I’d appreciate it if you left a review.

Yes, even if it’s a 1-star review.

All I ask is it’s a *legitimate* review.

Not a troll review like the one above…

Ben Settle

P.S. I’m experimenting with a way to turn 1-star reviews from comment trolls into sales. If it works (and I won’t know if it will or not for a while) I’ll not only not care if trolls leave reviews, I’ll profit from them.

If it does work, I’ll teach it to my “Email Players” subscribers.

Fun times ahead…

One funny quirk of human nature is people often “project” their fears, insecurities, thoughts and feelings onto others.

This happens so frequently it’s astounding.

And, this is especially true online.

(Where people can air their opinions about you, your products, your motives, etc safely behind their computers.)

Case in point:

I recently read a joke:

“She told me she’d like to ‘sink in my arms.’ I told her I’d rather her arms were in the sink.”

I thought that hilarious.

Literally laughed out loud.

So to share the fun I posted it to a social media site.

But, not everyone agreed with it being funny.

Most did, of course.

(Hey, it IS funny…)

But a couple mush cookies suggested I had “anger issues.”

Interesting, eh?

I mean, let’s face it:

It takes a mighty rationalization hamster to conclude that.

Plus, consider the source:

I know for a fact the guy who said it has been pretty much crapped on by women he’s loved in his life. His first wife left him for another woman (yikes…) and his second wife had an affair.

That’d make even the most patient of dudes angry.

But, instead of owning up to his anger, he “projects” it onto me.

And, probably onto others, too.

But that’s the nature of social media.

And why I never take it seriously.

(It’s purely entertainment.)

How does this help with your emails?

Well, when you get complaint mail (or anklebiting social media comments) accusing you of things with no logical connection to what you said whatsoever it’s simply projection.

Handy info to have.

Especially if you email using my methods.

Anyway, to learn my email system, go to:

www.EmailPlayers.com

Ben Settle