Ben Settle

Remember yesterday’s “typos” email?

The one about how typos can help your sales?

If you saw some of the inane, emotionally-charged responses I got from the spelling nazis to that email, you’d think I blasphemed a major religion!

(Hey, maybe I did…)

It was quite amusing, too.

So let’s see if I can’t piss ’em off again today…

It’s been my observation that people who pound their chests hardest over typos or refuse to buy anything from an ad or email with bad grammar are almost always anal retentive writers, editors or loser intellectuals who can’t sell their way out of a paper bag, so they make up for it by becoming overly obnoxious spelling nazis.

And it’s funny, too.

Because most customers really don’t care.

They don’t even think about it.

Fact is, the majority of the population reads at a 5th grade level and wouldn’t know the difference between “their” and “there” or “who” or “whom” or even “goo-roo” and “guru” anyway.

It’s just not an issue for them.

It’s only an issue to the spelling nazis.

More:

Many years ago I remember world class copywriter John Carlton (who’s also one of the best “writers” I’ve ever seen — he can practically turn water into wine with his keyboard) talking about this.

This may not be exactly how he put it.

So don’t quote me on this.

(It was in a forum waaay back in like 2004.)

But he basically said in all his years of writing ads (for probably hundreds — if not thousands — of different markets and products) he’s never lost a known sale due to bad grammar or typos.

Instead, it was just the opposite.

He’s had ads missing entire PAGES mail without losing response.

How is that possible?

What’s going on?

Because if you know your market and how to write a decent ad, you have the reader in an almost trance-like state, where they don’t even notice they’re “reading” at all. They’re blowing through your ad/sales letter/email (whatever it is) and unconsciously filling in missing words, correcting spelling, typos, etc.

They’re not sitting there reading it word-for-word.

They’re skimming and skipping, etc.

In other words, they ain’t spelling nazis.

They’re regular people (who have lives).

And those who DO complain about a typo?

They’re NOT your customers.

First, those types rarely ever buy.

And secondly, I have noticed even if they do buy, they’re almost always the kind of nightmare customers who suck up your time and resources, and complain about dumb things (like the color of the packaging, a typo in the middle of the book, etc — instead of USING the product to solve whatever problem they bought it for in the first place).

Spelling nazis are a very needy bunch, after all.

Typically not very pleasant.

And prone to emotional meltdowns about little things.

(Like when they see a typo…)

That’s why their shtick is always:

“Well, if you don’t take the time to spellcheck or proofread, what else didn’t you take the time to do…”

That’s the main argument in their playbook.

To which I retort:

“If you’re whining about a typo in an informal email, then what else are you going to whine about when you buy the product… The color of the packaging? The thickness of the tape to seal the box? The book binding? The font? The copyright date?”

OK, one more thing.

The spelling nazis will NEVER admit this.

Probably, they don’t even realize it.

But the vast majority of people on planet Earth are FAR more comfortable buying from those who are “un-okay.” In other words: Real human beings, with flaws and who make the occasional mistake (and — GASP! — typo). At the same time, these same earthlings are very suspicious of (and uncomfortable buying from) people who are too perfect — especially anal retentive grammar storm troopers who can’t sell to save their lives, but (by cracky!) they sure cleaned up them typos…

This is one reason why ugly often out-sells pretty.

Why sloppy often out-sells clean.

And why a few accidental (or deliberate) typos in ads have been shown to out-sell perfectly “written” ads that follow all the rules of grammar, syntax and spelling to the letter.

Am I saying to riddle your emails with typos?

No.

That’d be stoopid.

Just don’t obsess over them.

And if a spelling nazi haunts you about it?

Tell ’em to bugger off.

After all…

Email is about being a best selling writer.

Not a best spelling writer.

For more email training, go to:

www.EmailPlayers.com

Ben Settle

A reader slaps the spelling cuffs on me and BLINDS me with pepper spray:

Your site looks great, but you have put there, instead of their in your first paragraph and it creates a poor impression. Just thought you’d like to know 🙂

I must be losing my touch if you only saw one.

You see, not all typos are bad.

In some cases, they serve a valuable purpose.

Here’s what I mean:

First, if someone decided not to buy something from me or hire me (actually, I’m not for hire, but still…) because of a misspelling or whatever then I’m delighted — that person would almost certainly be a big pain in the gluteus assimus to deal with.

(If I sold proof-reading services, that’d be the exception…)

Secondly:

I rarely care about spelling or grammar.

At least, in emails.

In fact, I often purposely leave misspelled words intact.

Why?

Because as Dan Kennedy and email Grand Puba Matt Furey say: “Money is attracted to speed” — and fixing little grammer/spelling erros (hehe I misspelled those words on purpose) is a waste of time when 99.9% of people simply won’t care or notice anyway.

More:

This’ll REALLY freak ye olde spelling police out.

But in another market (weight loss) I’d send first drafts.

By that I mean…

I cranked the email out (usually in about 4-5 minutes) and then let ‘er rip. No editing (unless the URL is wrong) or even thinking about it.

Just sit, pound, send.

And it didn’t hurt sales at all.

I’ve noticed it even HELPS sales sometimes.

That’s probably why old school copywriters used to purposely misspell things in their ads

It made their letters look genuine.

Like personal letters.

And not “sales pitches.”

OK, enough.

For more contrarian email training, go to:

www.EmailPlayers.com

Ben Settle

Every freelancer should have a litmus test for clients.

You don’t wanna just take any ol’ client.

You gotta *qualify* them, first.

Kind of like how I qualify women I’m dating.

You see, one of my litmus tests is what piece she chooses when playing Monopoly. If she chooses the IRON, there’s a good chance she’s a keeper.

Another litmus test is her reaction when I tell her:

“Hey! That sammich ain’t gonna make itself!”

Obedience is important.

But obedience with a smile is mandatory.

Heh.

Anyway, back to clients…

One of the interesting things about the way Daniel Levis taught about getting clients on the webinar we did last Thursday (the webinar replay page comes down today – see the URL below) was you realize getting the clients isn’t that hard when you know what you’re doing.

It’s actually the easy part.

The hard part is qualifying them.

Making sure they’re people you want to work with.

That they have a pleasant personality.

And, that you enjoy dealing with them.

Otherwise, what’s the point?

Again, that free webinar replay disappears today.

Here’s your last chance to listen to it:

See you on the other side…

Ben Settle

I get pitched by freelancers a lot these days.

And they always have flashing red “tells” that gives away they’re either (1) complete newbies or (2) if not newbies, have no idea how to sell themselves.

Such as:

1. Offering to rewrite your ad free or for chump change

2. Giving you their (unsolicited) opinion of your current ad and its (perceived) flaws, etc (I don’t know who’s teaching freelancers to do this, but I hope they aren’t paying for this silly advice)

3. Asking for a free copy of the product

(Shocking, eh?)

Here’s an example, fresh off the turnip truck:

I clicked the link to your “Copywriter’s Grab Bag.”

I’m a copywriter and I thought I would be interested.

How has this landing page worked for you?

I found it confusing and tiring to read – a whole bunch of benefits bullet-listed at random – no logic behind the whole thing.

Let me know.

BTW I’d like to write you a landing page for your Copywriter’s Grab Bag. And I’d like to do it free of charge just for your opinion. If you think it’s good you can use it. If (and only if) it performs well, you can reward me with a bonus of say, $500.

But I’ll need a copy of your Copywriter’s Grab Bag to know what I’ll be writing about.

Indeed you do sound like you need a copy…

Hey, nothing against this dude.

I’m sure he’s a good egg.

And since we’re doling out the unsolicited advice here, here’s a tip that’ll serve him well the rest of his days (if he OBEYS and doesn’t SPURN it, at least):

Learn how to SELL instead of pitching.

You’ll get more clients.

Make more $$.

And, not look like a noob.

That’s free advice.

And speaking of free advice:

If you’re a freelancer or coach or consultant, today is the last day to listen to the webinar replay (no opt in necessary, either) Daniel Levis and I did last Thursday. Dude was dishing out all kinds of awesome tips for getting clients without resorting to ambulance chasing pitches that smack of desperation, and that attract high quality, high paying clients to your doorstep, instead.

Here’s where to get your freelance lovin’:

However, it disappears tomorrow.

So get your lovin’ today.

While it’s hot…

Ben Settle

A reaction to Monday’s “Burn Notice” email…

“Ben I was intrigued by your ‘Michael Westin’ business model. Would love to be a freelance copywriter while marketing my own products too but I don’t know where to begin getting clients. Thoughts?”

It’s a good question.

No, freelancing isn’t everyone’s cup of tea.

But in a screwy economy it can put food on the table if everything else goes to hell in your business.

As for thoughts on getting clients?

Yeah.

Take Earl Nightingale’s advice:

“Look around at whatever everyone else is doing and do the exact opposite…”

No joke.

Most freelancers haven’t clue what they’re doing.

They don’t know how to sell.

And they struggle BIG time.

That’s why this week I decided to focus on helping people get clients (whether freelance copywriters or any other kind of service provider) and start 2013 off right with Daniel Levis’s free webinar last night for coaches, consultants and freelancers.

Wait a minute…

What????

You missed it???

Worry ye not.

It’ll be up for the next couple days at:

(My affiliate link)

But you can’t dawdle.

This sucker comes down in a couple days.

After that?

Well, you will have missed out.

Ben Settle

P.S. Remember, if you buy from my affiliate link I’ll send you those two MP3 trainings on how to get booked solid with clients. (And virtually ALL of it applies to coaches & consultants, too.)

Tips include:

• How to get paid top fees for your services — even if you’re brand spanking new.

• How to get 100% of your fees upfront. (World class copywriter Peter Stone uses this “trick” all the time. Now you can, too.)

• How to get clients even if you have no experience.

• Why copywriting is the least important skill you need in order to get booked solid with clients.

• How to get started if don’t know a soul in business now.

• Where to find clients who are already looking for YOU.

• A secret way to use your local library to find dozens of high paying clients in a single afternoon.

• How to “position” yourself as an expert, high-value copywriter, even if you just hung up your shingle yesterday.

• Why having a portfolio of your strongest samples can actually HURT your chances of getting freelance assignments.

• How to collect testimonials if you haven’t done any “real” copywriting jobs yet.

• Why you must NEVER “optimize” a website selling your copywriting services.

• The two best (and easiest) ways to get paying clients almost overnight.

• Bob Bly’s “big secret” to getting booked solid with paying copywriting clients.

• How to instanly position yourself as an “expert” — even if you’re just starting out, with no name recognition, contacts or track record.

• How to know what clients are willing to pay BEFORE talking to them.

• How to make money even from clients who don’t hire you.

• And a whole lot more…

Again, here’s how to get these bonuses:

1. Listen to the webinar replay at:

(that’s my affiliate link)

2. If you buy the product Daniel sells, I’ll send you the goodies above.

Word out…

Yes, it’s true.

Rattling off all those “mouth watering” benefits can hurt your chances of landing new clients (and this goes for ANY kind of client — coaching, consulting, freelancing, yada yada yada). I know this goes against established goo-roo orthodoxy, but I speaketh the truth about this.

Prove it, you say?

OK, take my early misadventures for example.

Back when I was first trying to get copywriting clients, I would come out “swinging” with would-be clients on the phone trying to sell my services.

I’d pour them benefits on THICK.

I’d trumpet my guarantees.

Make big claims.

And ooooooze benefits all over the place.

The result?

I’d rarely ever get the gig.

“Uhm, we’ll get back to you, thanks…”

Ouch.

But I don’t blame them at all.

Pitching those benefits was stoopid.

All they did was create MORE objections.

Then one day, I changed my tune and started asking questions, instead of pitching benefits. Instead of saying, “My copywriting can increase your sales by 50%!” I asked things like, “how are you guys doing with sales, getting good response?” or “What makes you think I’m the right guy for this job?”

And then I just let them talk.

The difference in results was night and day.

And it was just basic salesmanship.

No fancy “ninja” marketing tricks.

No psychological joint manipulations or “choke holds” necessary.

And guess what?

This is the type of information Daniel Levis is teaching tonight on the webinar I’m hosting for him.

It’s called:

“The 7 Hell-Fire Commandments
of Internet Riches — And the Systems That
Support Them”

It’s 100% free to attend.

And it should be a wild ride (to say the least).

Plus, if you register with my affiliate link at:

… and if you buy the product Daniel is offering at the end… I’ll give you two advanced MP3 trainings about how to get booked solid with paying freelancing or coaching clients (this info works for most any kind of service) in the next 30 days or less.

It’s not as complicated as it may seem.

And these secrets work even if you’re brand new.

Here’s where to register:

(This is my affiliate link)

Be there or be nowhere…

Ben Settle

Burping along with my coaching & freelancing tips this week…

Today’s is a real doozy.

And, it’s a pity most will brush today’s tip off since it’s not a “bright shiny object” or anything like that.

But, it CAN get you clients.

And it can also impress the shizzit out of the ones you have now.

Plus, it can make you the ONLY person people want to hire.

Anyway, what’s the big tip?

Punctuality, baby.

Sounds boring, doesn’t it?

Mayhaps it does.

But if you read Dan Kennedy’s magnificent “No BS Time Management” book he makes a brilliant case for the power of punctuality. Specifically, how people are already (even if subconsciously) “sizing” you up by your punctuality (or lack thereof). And how being punctual gives you a lot of power in a world full of undisciplined wannabes who can’t be bothered by such trivial nonsense as doing WHAT they say they’ll do, WHEN they say they’ll do it.

Scoff if you must.

But I’ve found this to be 100% true.

You stick out like a glowing thumb respecting people’s time.

Especially since most people don’t.

Many times, people are even purposely late or miss deadlines to show they are in control or whatever.

Dumb.

Anyway, what’s the bottom line?

If you want clients who love and rave about you, be punctual.

It truly separates the men from the boyz.

Also, a reminder:

Tomorrow I’m hosting a webinar for my colleague (and master at building 6-figure coaching & freelancing businesses) Daniel Levis.

It’s called:

“The 7 Hell-Fire Commandments
of Internet Riches — And the Systems That
Support Them”

Sign up with my affiliate link at:

… and I’ll give you two advanced trainings on getting copywriting clients you can normally only get from my $297 Copywriting Grab Bag product.

The info inside these bonuses is for freelancers.

But virtually ALL of it applies to coaches & consultants, too.

Like, for example:

• How to get paid top fees for your services — even if you’re brand spanking new.

• How to get 100% of your fees upfront. (World class copywriter Peter Stone uses this “trick” all the time. Now you can, too.)

• How to get clients even if you have no experience.

• Why copywriting is the least important skill you need in order to get booked solid with clients.

• How to get started if don’t know a soul in business now.

• Where to find clients who are already looking for YOU.

• A secret way to use your local library to find dozens of high paying clients in a single afternoon.

• How to “position” yourself as an expert, high-value copywriter, even if you just hung up your shingle yesterday.

• Why having a portfolio of your strongest samples can actually HURT your chances of getting freelance assignments.

• How to collect testimonials if you haven’t done any “real” copywriting jobs yet.

• Why you must NEVER “optimize” a website selling your copywriting services.

• The two best (and easiest) ways to get paying clients almost overnight.

• Bob Bly’s “big secret” to getting booked solid with paying copywriting clients.

• How to instanly position yourself as an “expert” — even if you’re just starting out, with no name recognition, contacts or track record.

• How to know what clients are willing to pay BEFORE talking to them.

• How to make money even from clients who don’t hire you.

• And a whole lot more…

Again, here’s how to get these bonuses:

1. Sign up for the webinar at:

www.daniellevis.com/QIL_settle

(that’s my affiliate link)

2. If you buy the product Daniel sells, I’ll send you the goodies above.

And don’t worry…

You don’t have to buy anything.

Daniel is giving some powerful tips away you can use (immediately), whether you buy anything or not.

OK, that’s it for today.

Laters…

Ben Settle

A subscriber wants career advice.

Oh boy…

“Ben, currently I’m a freelance copywriter and have been offered a job at an advertising agency. What would you recommend should I take the job or keep freelancing what is better???”

It just depends, dude.

Personally, I always took the “Michael Westin” approach.

Michael Westin is a burned spy in the show “Burn Notice”. When you’re burned, you’ve got nothing. No cash, no credit, no job history. You’re stuck in whatever city they decide to dump you in. You do whatever work comes your way. You rely on anyone who’s still talking to you — a trigger-happy ex-girlfriend… an old friend who used to inform on you to the FBI… Family too… (if you’re desperate…). Bottom line? Until you figure out who burned you…you’re not going anywhere.

OK, so what’s the point?

The show is about Michael Westin finding out who burned him.

But, he still has to live, too.

So while he’d love to spend all day finding out who burned him, he still has to take on “jobs” for cash (saving people from criminals, mobsters, gangsters, whatever… like a one-man “A Team”).

That’s the Michael Westin business model.

Freelancing is a “necessary evil” while doing his own projects.

It can be frustrating serving two masters like that.

But Westin never takes a steady job.

Only freelancing, baby.

That way he can control his time and resources.

And that’s how I did it, too, when freelancing.

But at the same time, the vast majority of people online don’t behave like business owners, and probably SHOULD be at a job taking orders, running errands and carrying reports to their superiors.

That’s for you to determine, of course.

Just my too many cents.

But if you decide to sac up and do your own thing, then I’ve got some good news for you:

My friend Daniel Levis is putting a special webinar on Thursday for freelancers, coaches and consultants who want to get booked solid with clients called:

“The 7 Hell-Fire Commandments
of Internet Riches — And the Systems That
Support Them”

Gotta hand it to Daniel Levis.

He sure knows how to name ’em, doesn’t he?

Anyway, I’m in a mastermind group with Daniel and I can assure you he’s got the goods when it comes to this topic and what he’s gonna teach on this content-packed webinar.

Like, for example:

• How to charge way HIGHER fees while doing way LESS work.

• How to find clients who are pleasure to work with and eager to pay you whatever you charge.

• How to get clients excitedly seeking YOU out.

• How to get booked months (even years) in advance.

• And much, much more.

This call is 100% “for real” free.

And there’ll be lots of content.

However, Daniel will also have something for sale, too.

Something designed to fill your schedule with all the clients your greedy little heart desires (so many, you very well may have to turn clients away or charge more to keep the line shorter). So if you are someone who is going to shriek like a scared little girl about being (gasp!) pitched something at the end, then don’t waste Daniel’s time.

This is for grown ups.

It ain’t cry babies.

More:

If you register with my affiliate link at:

… and if you buy the product Daniel is offering at the end… I’ll give you two advanced MP3 trainings about how to get booked solid with paying freelancing or coaching clients (this info works for most any kind of service) in the next 30 days or less.

The material on these bonuses aren’t complicated at all.

And, they work even if you’re brand new.

Anyway, here’s where to register:

(This is my buck naked affiliate link)

See ya on the other side…

Ben Settle

Got this response to yesterday’s email.

(About how giving away products free doesn’t help anyone.)

It’s from “Email Players” subscriber Joe Gilder.

And, it perfectly illustrates my point.

Preach it, brother Joe…

There was this in-person $1000 workshop I did earlier this year. We had 7 spots, and we gave away one for free to build up some buzz (and a sublist).

The guy who won the free seat bailed on the event at the last minute.

‘Twas free, so he had no real reason to commit, and therefore it wasn’t valuable to him at all.

ALSO…you give away a free pdf issue to every website subscriber, right? I was subscribed for 6 weeks before I joined EP. I DEVOURED the free issue you gave away, and went through with a checklist and did at least 2/3 of the email types/subject lines you suggested.

Once they worked, I decided you were indeed not full of poo, so I signed up. Almost a year later, and I more than doubled my income from last year, and last year was a REALLY good year.

Thanks again, and MERRY CHRISTMAS.

Awesome stuff.

Just goes to show APPLYING the info is key.

If Joe just let the issues build up in a corner in his office to get to them “some day” (as if it’s a chore) or complained about information overload (instead of making it a priority so info overload isn’t an issue) he’d be missing out on a lot off coinage, yeah?

It’s so, so, so simple.

You subscribe.

You read.

You apply.

Joe and I profit from the info.

And so do a lot of others.

If you got the right stuff, join us at:

Ben Settle