Ben Settle

Because I’m running low on hate mail…

Recently, there was an article comparing Ann Romney’s and Michelle Obama’s convention speeches. And what it said was, the First Lady’s speech was written at a 12th grade level while Ann Romney’s speech was at a 5th grade level. Apparently, “sophisticated” Michelle’s was the highest in history by a presidential nominee’s wife, while “redneck” Ann’s was the lowest of any presidential nominee’s wife.

Now, I have no dog in this fight.

I’m not voting for Obama or Romney.

Probably, I will write in Walter White/Heisenberg.

Or, maybe Loki.

Not sure yet (yes, I’m one of the undecided voters).

Anyway, back to the salt mines:

This article had Obama fanboys cheering.

Which I find kinda funny.

Because if anything, while the First Lady’s speechwriter may have had a good grasp of big words, he/she (whoever it is) obviously doesn’t know a thing about persuasion.

In fact, my professional analysis is this:

Michelle’s speech was written for applause.

Anne’s was written for votes.

And let’s face it:

If votes is the goal, then Michelle’s speech was a big #fail.

The fact Michelle signed off on her speech shows that, while she may be “intelligent” by academic standards (I’ll give her the benefit of the doubt), she’s pretty clueless when it comes to persuasion.

Hey, it’s no different writing emails.

The best emails are mostly “street-level.”

With poor syntax (whatever that word means).

Butchered grammar.

And, yes, even a mispeled (ha) word or two.

More:

Let’s look at Ann’s speech for a second.

I’m not going to reprint it here.

(You can easily Google it).

But from what I’ve seen, it was craftily written.

(Despite all the “Mitt is gonna save you” BS.)

It has lots of repetition (like Winston Churchhill speeches).

Easily understood words.

And, plenty of short, quickly “digested” sentences.

Anyway, I’ve done enough damage today.

So let’s wrap up:

Each month I get deep into how to write persuasive emails in the “Email Players” newsletter. Including showing examples (with analysis) of emails that have made lots of $$, as well as techniques and strategies I’m always experimenting and testing in my own emails.

I don’t do fluff.

And I don’t waste time.

It’s all meat and is making a real difference in peoples’ lives.

In fact, just yesterday I got this comment from subscriber Tom Gaddis who took advantage an email critique:

“You’ve already given more than the measly $97 a month cost of your “Email Players.”

Hey, I ain’t just whistlin’ dixie with this stuff.

So if you’re gonna vote, vote “Email Players”.

It’ll be more profitable than voting for the two clowns running this year.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

Recently I saw an extremely cool TV show.

It was on Spike TV, and was called “Deadliest Warrior.” Basically, the show created a theoretical fight between a Spartan warrior (i.e. the movie “300”) and a ninja. And what they did was, they took both their common attacks and defenses, and created a fantasy “death match” between them via computer and expert analysis.

So who won?

The Spartan impaled the little ninja punk with his spear!

It wasn’t even close.

And this was despite the ninja dude having steel armor and weapons (compared to the Spartan’s bronze armor and weapons)… and despite him having more advanced “technology.”

Anyway, all this blood and carnage got me thinking about selling.

I believe every marketer falls into one of two categories:

“Spartans” or “Ninjas”.

Just like in the show, both can do lots of damage.

But, just like in the show, the Spartan marketer wins hands down.

Why do I say this?

Because like his warrior counterpart, the Spartan marketer uses ancient (yet 100% reliable) principles that work as effectively today as they did 2,500 hundred years ago. While the ninja marketer (like his warrior counterpart) skulks around in the shadows, using tricks and “black hat” techniques that rely on cheating, lying and constantly gaming the system.

This is sort of how it was in the show, too.

At the end, the ninja expert even admitted it when he said (paraphrased):

“The ninja wouldn’t even fight him. He’d just wait until nightfall and then kill him in his sleep…”

Whoa!

Anyhoo, just something to think about.

There are lots of idiots teaching the ninja marketing stuff.

But when you look closely, they’re always forced to create new, questionably ethical tricks (as their old ones become obsolete) to keep in the game. And because of this, they always seem to be on the run (from Google slaps, bad reviews, the law, etc).

The Spartan marketer doesn’t Mickey Mouse around like that.

Instead, he dominates his market using timeless sales and marketing principles that work no matter the product, market or economic conditions.

With no black hat tricks needed.

And no sneaking around required.

In the end, he kicks the ninja marketer’s booTAY.

This, my fine upstanding amigo, is what my “Crackerjack Selling Secrets” book is all about.

And you can get it for…

Just $5 measly dollars.

All you do is this:

1. Go to this link:

www.CrackerjackSelling.com/dogz

2. Donate at least $5 (or more if you can)

3. Email me your PayPal receipt

Then, I’ll send you a pdf of the book.

And after that?

Go ye forth and kick all the little ninjas’ buttz in your market.

Ben Settle

OK, so here’s the deal, Boss:

The $5 Crackerjack Selling Secrets offer (where you donate at least $5 to my local dog shelter and I’ll send you a pdf of the book — which has sold in the past for as much as $97) ends soon.

Just go to this link:

www.CrackerjackSelling.com/dogz

Donate at least $5 (more is better, of course…)

And then email me your receipt.

I’ll then send you a pdf of the book.

What’s that?

You want to help the dogs, and this all sounds peachy, but you would still like to see a bit of social proof the book is worth your precious time, first?

Okay!

Here are a few comments about the book from some marketers who have “seen it all” and don’t waste time with nonsense:

“Excellent book”

-Ken McCarthy,
Internet marketing pioneer
KenMcCarthy.com

“Sales immediately went up”

Yesterday I used tip #6 to make 1 small, quick change to my website and sales immediately went up. It was crazy. I didn’t do anything different except that change.

P.S. As you know, I WANTED to give your book negative feedback for ripping my sales letter to shreds recently, but I really can’t. It’s perfect for someone like me. I was going to critique it, but instead got into it… so that says something!

-Rich Bryda

“Bloody brilliant!”

Bloody brilliant!

Dude, I learned so much from Crackerjack Selling Secrets and I want to use some of this stuff in my landing pages to try and increase optin-rates.

-Jim Yaghi
Computer Scientist
#1 Google AdWords Marketer in MLM
JimYaghi.com

“Wow!”

Wow! I LOVE your Cracker Jack Selling Secrets book, and as always, I learned some new things – some of which I never put my finger on before.

My favorite was #25, which I will consciously use now.

One particular “guru” could have used it on me and easily earned my $6,000 and respect, instead of my disgust and lost business.

-Gina Parris
BuiltToWinCoaching.com
Professional speaker
peak performance coach
to professional athletes,
market traders and entrepreneurs

“My eBay listings will be better now”

I enjoyed your book a LOT.

Short, easy lessons…I have absolutely NO critical suggestions and that is rare for me who sticks my nose in people’s writing often when not even asked.

I think the wisest was using skepticism to our advantage. I bet my eBay listings will be better now that I understand that.

-Greg Perry
eBay Powerseller
world’s most published author
of computer books
BidMentor.com

And my droog Caleb Osborne said this about it…

(Not sure I should publish this one…):

“Sitting on my toilet right now”

The CrackerJack Sellin’ Secrets is sittin on my toilet right now and I go through a couple selling gems every time I sit down to take care of business 🙂 That may be too much info, but whatev 🙂 ”

Later!

-Caleb Osborne
CalebOsborneConsulting.com

Anywhat, again, here’s all you have to do:

Go to this link:

www.CrackerjackSelling.com/dogz

Donate at least $5.

Send me your PayPal receipt.

Do that and “Crackerjack Selling” is all yours.

Ben Settle

Let’s get down to bid’niz.

Yesterday I said I was giving away my “Crackerjack Selling Secrets” book to anyone who donates at least $5 to the dog shelter in my town and sends me the PayPal receipt:

www.CrackerjackSelling.com/dogz

(More than $5 is better, of course…)

But, you might wonder, what’s IN the book?

Is there REALLY anything cool inside, or just more of the same old recycled info?

Fair enough question.

So, how about these mangoes:

• A simple way to “spin” a prospect’s rejection into multiple new sales. (Just say this when someone tells you “no” and you can potentially nab 2, 3, 5, even 10 extra sales. You’ll probably even start praying for “no’s” after reading this!)

• The “nerd gets cheerleader” persuasion trick that makes it extremely hard for customers to resist buying from you. (Even if they didn’t originally intend to!)

• An almost unheard of way to use vicious gossip to sell more products. (Benjamin Franklin used this to get even hostile kings of enemy countries to listen to and follow his ideas while serving as a U.S. diplomat.)

• How to “de-hype” your most powerful and outrageous product claims. (Mr. Spock often did this in the old Star Trek TV shows when persuading Captain Kirk to do something crazy.)

• The secret of selling with your hands. (As far as I can tell, nobody in the history of mankind has ever been able to ignore a sales pitch by someone who does this with one of their hands.)

• How to get cold prospects to EAGERLY buy even your most expensive products “sight unseen” (This was discovered years ago by a social psychologist, takes zero effort to use and is so effective, this might be the only sales “technique” you ever need!)

• How the man once billed as “the world’s greatest salesman” sold millions of dollars in products by NOT talking during his pitches. (This is PERFECT if you’re introverted, shy or feel awkward when selling.)

• A sneaky (and fun) way to “trick” your competition into doing your selling for you… and without them even knowing it! (Warning: This ONLY works for truly valuable products and services. Otherwise, it will backfire on you.)

• A can’t-lose way to “flip” angry prospects into your happiest and BEST paying customers. (One giant airline did this when a flight was delayed for several hours with people on board and had them loving the company within minutes.)

• The “bumbler’s advantage” persuasion phenomenon used by some of history’s most effective salesmen, politicians, negotiators and lawyers.

• The simple trick (used all the time by professional con men) that makes it almost impossible for prospects to tell you “no.” (And never fear, there’s absolutely nothing even remotely unethical, illegal or immoral about doing this.)

• A secret “2 second” trick for selling high ticket products and services to complete strangers.

• The pick-up artist’s “instant ice-breaking” secret for getting people to like and trust you within seconds of meeting you.

• A borderline “racist” (and even sexist) sales principle that instantly makes people more likely to buy from you. (Don’t worry–there’s nothing unethical or evil about this. In fact, people APPRECIATE it when you do it.)

• The “Dear Abby” persuasion formula used by a few (very rich) marketers to slip past peoples’ natural sales defenses. (Even works with people who automatically delete or ignore sales pitches on sight!)

• How top door-to-door salesmen used to quickly and easily “neutralize” prospect sales resistance. (Also works on the Internet, too.)

• How the guy once called “the most persuasive man of the 20th century” effortlessly sold Wall Street tycoons, political power players and even U.S. presidents on his products, services and ideas.

• 7 simple words that almost force “hemmers & hawers” off the fence. (And, in many cases, choose to buy what you’re selling!)

• A sneaky way to sell more products with a WEAK sales pitch.

• The best people to study if you want to learn the art and craft of selling as fast as humanly possible. (And without spending a single penny on any books, courses or seminars.)

• The little-known persuasion secret behind how even complete “nobodies” are elected to public office. (And how to use this secret for almost anything you want to sell, too.)

• A sneaky (but effective) way to “recruit” other sales and marketing pros to help YOU make more money.

• How dirty politicians and their “henchmen” persuade people of power and influence to give them their money and votes. (And how to ethically use this same secret with your legitimate products.)

• How to make MORE money from a prospect by NOT selling them anything. (This may sound bizarre, but it works like crazy almost every time.)

• When “positive thinking” can destroy your sales. (This is must-reading If you follow the teachings in “Think And Grow Rich” or “The Secret”.)

• A secret button on your telephone that’s been proven to quickly, easily and sometimes dramatically increase sales. (Another bizarre tip. And it works especially well for people who HATE selling by phone!)

• How certain politicians win millions of extra votes even when nobody trusts or likes them. (If you pay attention, you can see this subtle persuasion secret used every day on the news.)

• The “ninja question” used by a certain real estate agent to routinely outsell his competitors. (Just ask your prospects this seemingly innocent question and watch what happens!)

• The “squirmy question” secret of one the direct selling industry’s top sales trainers. (Ideal for selling expensive products to cold prospects.)

• A truly “no brainer” (yet almost always overlooked) way to get people looking FORWARD to hearing from you. (And many times even eager to buy from you.)

• How to arrange it so instead of you trying to sell to your prospects… your prospects sell YOU on “letting” them buy. (Master this and selling is “cake”.)

• The quickest way to “position” yourself as a trusted authority in your market–even if nobody has ever heard of you before.

• One (very simple) way cults persuade ordinary people to join their freaky organizations. (Nothing “black hat” about it, either. In fact, this was used by one of the most respected copywriters who ever lived to sell over 100 million dollars worth of products by mail order.)

• How one of the world’s top direct marketers uses an ordinary pocket watch to sell FAR more of his products than he would otherwise. (This may sound almost TOO simple, but it’s spooky how easily this ramps up sales.)

• The “Harvard” secret of easy selling. (This powerful persuasion principle was discovered by a Harvard psychologist, and makes people up to 94% more likely to buy from you!)

• How your “expert” status can HURT your sales!

• An almost fool proof way to eliminate “sticker shock” when selling high ticket products and services.

• Every day “magic” words that make even hypey, over-the-top claims instantly believable.

• Abraham Lincoln’s long lost persuasion secret you will never read about in the history books. (Lincoln was one of history’s great debaters and persuaders. Here’s one of his best-kept secrets for winning over his rivals in politics and business.)

• The exact best time to begin selling. (Back in the old days, a few smart door-to-door salesmen used this knowledge to 1.) Virtually eliminate rejection and 2.) Make LOTS more sales. Also works for getting raises at a job, too.)

• The persuasion “mind candy” secret of the world’s most respected (and feared) negotiator. (Works like gangbusters for persuading everyone from your neighbors or family members to big ego boardroom executives.)

• A 100% “no hype” way to quickly stick out like a sore thumb in competitive markets. (Boardroom Books–one of the biggest direct mail companies in the world–made a fortune doing this. You can use it, too.)

• A secret way (almost nobody knows) to make sure you NEVER bore your prospect. (This was accidentally discovered by a grade school teacher to keep her hyper active kids calm and behaved. And it virtually guarantees you keep your prospect’s undivided attention when selling in person, on the phone or even in an ad or sales letter.)

• A controversial (yet dignified and tasteful) way to increase your sales by threatening your prospects’ families.

• The secret of getting customers to “sell themselves” on buying from you. (No arguing, gimmicks or convincing necessary.)

• How to prove your product is better than your competitor’s without showing your prospects even a shred of proof. (Pepsi used this to corner the soft drink market. Here’s how you can use it, too.)

• How to use your prospect’s natural desire to be lazy to sell him MORE products and services.

• How to get total strangers to trust you right out the gate.

• A blatantly “politically incorrect” persuasion secret (discovered by the late marketing genius Gary Halbert)… that reveals ALL of your prospect’s unique emotional “hot buttons.”

• The single easiest way to win a prospect’s trust ever invented. (Advertising legend David Ogilvy used this to dominate the super competitive advertising business in the 1960’s. And it’s shocking so few people use it today.)

• The right (and wrong) ways to use gut-wrenching fear in your sales pitches.

• A “counter intuitive” sales tip (most people never think to do) that immediately gets customers WANTING to buy from you and ONLY you.

• How to “recruit” your best customers to do all your selling for you. (And without paying them a penny in commission.)

• How to use your prospect’s skepticism to your advantage when selling to them.

• And lots, lots more.

Are we having fun, yet?

And the above are just 55 of the tips.

There are 101 total inside.

Again, this book has sold for as much as $97.

But you can have it for the bargain basement price of a $5 donation (more than $5 is cool, too, of course…) to my local dog shelter at:

www.CrackerjackSelling.com/dogz

Just send me your PayPal receipt.

And I’ll send you the book.

(In pdf format.)

See ya,

Ben Settle

Once upon a time I wrote a book called:

“Crackerjack Selling Secrets”

It started off as my own personal selling cheat sheet with 101 easy and ethical ways to sell almost anything, to anyone (online or offline) — without struggle, frustration or using any “black hat” nonsense.

Later, I expanded it into a book and it was an instant hit.

In fact, versions of the book sold for as much as $97.00.

(And even then people thought it was a bargain.)

Since then, it has become sort of a “cult classic” amongst entrepreneurs lucky enough to nab a copy while it was available to the public. And even today, people ask if I’m ever going to re-release it.

The answer is…

Yep.

At least, for this week.

And, at a price anyone can afford.

Here’s the skinny:

Lately I’ve had the urge to help out the local dog shelter. They do a lot of good work. Save a lot of dogs. And (somehow) keep it a “no kill” shelter. However, since this town is so isolated, scum bags like to abandon their dogs here (a$$holes) — keeping it strained to the hilt for cash flow to stay up and running.

Anyway, I want to help.

So, here’s my proposal:

If you donate at least $5 to the shelter (more is merrier!) at the link below and send me your PayPal receipt, I will send you a free digital (pdf) copy of “Crackerjack Selling Secrets”.

(Yes, it’s not technically “free” if you have to donate, wise guy, but you know what I mean…)

Here is the link:

www.CrackerjackSelling.com/dogz

If you can donate more, even better.

Every dollar counts.

(And is MUCHO appreciated.)

Word up.

Ben Settle

OK, here’s the thing:

Some people get frustrated with me (hard to believe, right?) because I’ll mention something I notice goo-roos doing. Or elude to something a specific goo-roo teaches. Or even come right out and describe a goo-roo and what they’re doing… but, without naming them.

And this bothers some people.

Their constant jonesing for gossip is STRONG.

Well, here’s the reason:

Besides the potential legal ramifications… it can make you look either butt hurt and jealous or, even worse, (if you don’t have rock solid evidence) like a rat.

A big, fat rat.

And amigo, nobody ever really trusts a rat.

(Except other rat-like people, of course.)

Guys who go around naming names and make accusations without any hard, indisputable evidence are basically rats. And, even if they are not a rat, are right in their assessment of whoever they are calling out, and have the evidence, it can still come back and bite you some day.

Why do you think good cops don’t rat out dirty cops?

Or why drug dealers won’t talk to the DEA?

(Even if they have a chance to screw over a competitor — yes, I’ve been watching too much “Breaking Bad”, but whatever…)

For every action, there’s a reaction.

And you may not like the consequences.

Now, if you MUST do it, at least be smart.

Do your homework.

Triple check your facts.

And then triple check them again.

But, even then, don’t expect to sleep well.

One of my good friends is VERY good at calling out bad guys by name — one of the few who does it in a classy, non-rat-like way. But he’s the first to admit it’s hair-raising and he’s not sure it’s worth it.

Plus, there’s the time factor.

Who has time for all that research?

To obsess over someone else?

Why not put that energy into your own business?

Hey, do whatever ye like.

But this is why I only talk about “types.” I give my *opinion* about behaviors and tactics and you either heed or SPURN my advice.

Very clean.

Very simple.

Anyway, that’s my take.

And, let’s face it, I’m right (ha).

Next “Email Players” issue goes to the printer in a few days.

Be here or be nowhere:

www.EmailPlayers.com

Ben Settle

“Oh Ben I’m worried about my unsubscribes whaaaaaaa!”

I must hear that cry every week now.

Why?

Because people are still being indoctrinated with the silly notion unsubscribe rates are bad.

But they’re not bad.

They’re good.

VERY good.

And, they can actually put money in your hot little pocketeses, Gollum. In fact, I’d argue your sales are in direct proportion to your unsubscribes.

The more you get, the more sales.

The less you get, the less sales.

This may not be the case for everyone.

And this is assuming you’re doing email correctly (and not doing it like 99% of people online are doing it).

So don’t worry about unsubscribes.

They can’t hurt you.

On that note, I got this email from “Email Players” — www.EmailPlayers.com — subscriber Matt Vestrand yesterday about what’s been happening in his business using my methods.

He puts on these hardcore fitness bootcamps.

And, is in a pretty competitive market.

He said his boot camps are now so full, he had TOO MANY people show up the other night.

Nice problem, huh?

He added:

“Just goes to show when you dig in and stand for something, some folks will love you, and some won’t. I love letting the attitude shine through and having customers love it.”

You think Matt’s obsessing over unsubscribes?

No, he’s too busy counting his extra sales.

So henceforth anyone still whining about unsubscribes is hopeless. Remember, the only way to get zero unsubscribes is to not mail anything.

Dig?

So focus on building your list.

Mailing it reguarly (the right way).

Rinse, and repeat.

I show you how it’s done in “Email Players” each month.

Yep, you WILL get more unsubscribes.

But, what would you rather have?

Lower unsubscribes?

Or higher sales?

’nuff said:

www.EmailPlayers.com

Ben Settle

Whoa!

Yesterday’s “50 shades of gay” email riled up the peanut gallery.

Hate mail galore!

Some of it was truly amusing, too.

My favorite was the gal who told me what a (and I quote) “bastard!” I am. (I couldn’t help but chuckle at the irony of her using “bastard” — see below for why.)

Seriously.

Where do these people come from?

It’s like an endless source of entertainment.

Another guy asked why I don’t use the word “Niger” (that’s how he spelled it) to be controversial.

Kind of a weird question.

After all, what’s controversial about a country in Africa?

He also asked “how could gay not be derogatory?”

Well, let’s see, boss.

The dictionary says the word means “foolish” or “stupid.”

It can also mean “lighthearted and carefree.”

Or that someone’s a homosexual.

Hmmm.

Context & common sense says when Jim Yaghi called FaceBook “gay” he meant foolish or stupid. Certainly not lighthearted and carefree. And obviously not homosexual.

(After all, how can FaceBook be a homosexual?)

It’s like the word “bastard.”

Some of my haters like calling me that.

The dictionary says it’s someone born from two parents who aren’t married to each other. But, it can also mean an unpleasant or despicable person. In Australia (and my friends from down under are free to berate me about this if I get it wrong) calling someone “you old bastard!” is a sign of affection.

Those Australians are a bunch of jerks, eh?

I mean, making fun of all those kids born out of wedlock…

Unfortunately, this is what society has come to.

Everyone’s offeeeeeended by something.

Whether it’s a word.

Or an unpopular idea.

Or even being wished a Merry Christmas at Wal-Mart.

The solution?

Don’t worry about it.

If someone is offended by something you say, it’s their problem. Some (most?) people like living with constant drama and angst and use any excuse they can find to get their “fix.”

The angsters aren’t going to censor me.

If someone doesn’t like something I write, good!

They can unsubscribe.

I definitely don’t want them as customers.

And, IMH(but accurate)O, neither should you.

Hey!

The next “Email Players” issue may be a tad controversial.

Maybe, maybe not.

Depends on the person.

But it’ll be fun, either way, methinks.

Subscribe here:

www.EmailPlayers.com

Ben Settle

Once upon a time, my friend Jim Yaghi said in an off handed remark (buried in an email to his list) that FaceBook was “gay.”

And, he got a bunch of whiney hate mail as a result.

“What’s with the gay slur Jim!”

Of course, he expected that.

He knew there’d be readers on his list who wouldn’t grasp it was just slang (embedded in the media, the culture and even the dictionary)… and call it an attack or slur or whatever. (The typical PC line — let’s face it, if someone is so fragile where a mere WORD offends them, especially when used in a different context than the one giving them heartburn, they shouldn’t even be in business to begin with).

Anyway, why bring this up?

Because Jim made lots of money from that email!

I think he said $5k (or more).

Like it or lump it, controversy sells, babycakes.

That’s why my motto is if it ain’t controversial, why bother writing it?

You see this in the culture all the time.

For example:

Take the book “50 Shades Of Gray”

People who have read it tell me it’s kind of a dorky, badly written book. But because it’s *controversial* it sells like hotcakes.

My point?

Don’t be scared of controversy, my timid little bunny rabbit.

Especially in your emails.

I’m not saying to make crappy products.

(And hope you FAIL if you do.)

But if you do it right, controversy can carry the sale for you all on it’s offensive little lonesome self.

Alright enough of this clacking.

Let’s get down to bid’niz.

The September “Email Players” issue goes to print in a week.

It’s a great starting issue for email newbies.

(And seasoned emailers.)

Plus, it’s kinda controversial, too.

Subscribe here:

www.EmailPlayers.com

Ben Settle