Ben Settle

Have to admit, I didn’t see this one coming.

Remember yesterday’s email?

About why you should not copy other emails and all the dangers of doing so? How it’ll ruin your credibility? Make you look like a wannabe? And, ultimately, destroy your sales?

Well, some got offended by that.

It was quite amusing.

After all…

Anyone offended by that email has just admitted they are swipe & steal drones and don’t like guys like me telling them not to do so (real work rarely agrees with goo-roo fanboys).

It’s a good thing I couldn’t care less they’re offended.

And, think it’s funny they are.

On the other hand…

A few swipe & stealers took it to heart.

Thanked me for the lesson.

And said they were going to change their wicked ways.

Good!

Just don’t waste any more time worring about it.

Don’t obsess over it.

And, don’t get wracked with guilt over it.

Everyone screws up.

Yes, even me.

(I once made a mistake back in 1996…)

Don’t sweat it.

To paraphrase Jesus Christ Himself:

Go thou and swipe no more!

And then get your newly righteous self on the “Email Players” newsletter, where I’ll show you exactly how to write emails in a way where you will never have to copy anyone (nor want to, assuming you have the ability to follow directions) or be looked at as a poser.

This stuff ain’t magic, sweetie.

It’s actually pretty simple.

And when you take my red pill, life gets WAY more interesting.

With more sales.

More success.

And, yes, more fun.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

Ever hear of Milli Vanilli?

They were a sort of pop & dance based group back in the late 1980’s/early 1990’s. They were pretty popular for a while (never did understand what the big deal was, but then again I’m a classic rock kinda guy) until one day they were caught… lip syncing on stage.

In other words…

They weren’t actually singing live.

They were just *pretending* to sing.

Ouch.

It pretty much done the band in.

This happens in BUSINESS, too.

And, it happens far more often than people realize.

Here’s a real life story:

Last Friday, I received a few forwards of someone else’s email (who SHALT remain nameless) that had my exact headline “We have a HULK” and even the exact body copy word-for-word.

Not good.

I mean, it doesn’t do me much harm.

But it DID hurt the guy who sent it.

You see, there were obviously people on his list that are on mine, and when they saw his email, they instantly lost respect for him. Any credibility that was built up was gone in an eye blink. And if they told others then, well…

Now, this guy apologized.

Said he felt humiliated and embarrassed.

And even said he was going to “come clean” to his list about it.

A VERY good idea IMH (but accurate) O.

Because like Ken McCarthy told me…

Credibility is like a light switch. It takes a while to turn the light on, but once it’s turned off, it’s virtually impossible to turn it back on again.

Anyway, no biggie.

After all…

Creative theft is the sincerest form of flattery, yeah?

It’s just not profitable in emails.

So if you want to learn my system (and not copy me or anyone else) then check out the “Email Players” newsletter.

It’s not cheap.

And it’s not for toe-dippers.

(Those who just want to test the waters.)

If you’re in, then commit to it.

Become GREAT at it.

And leave your competition in the dust:

www.EmailPlayers.com

Ben Settle

So I saw The Avengers Tuesday.

What an awesome ride!

The last 4 years of Marvel movies all built up to this movie and it completely exceeded my expectations in every way. (Yes, I’ll be dipping into that well again soon — not just because I enjoyed the movie, but because, to paraphrase the late, GREAT copywriting jeenius Gene Schwartz: Go see all the most popular movies 2-3 times, since there’s something in there resonating with people, and you should let it influence your ads…)

Anyway, back to the movie.

There are lots of great moments in it.

Probably my favorite is when Loki is talking to Tony Stark.

(i.e. Ironman)

Loki tells Tony, “I have an army.”

Stark flippantly replies, “We have a HULK.”

And, as anyone who has seen the movie knows, the Hulk pretty much steals the show as he beeotch-slaps alien space ships mid air (literally), squashes aliens with his bare hands and gives one of the best bad guy beat-downs you’ll ever see.

Yes, Loki had an army.

But the Avengers had a HULK.

And that one Hulk allowed them to compete (and ultimately win against) that entire army.

So what’s this got to do with your marketing?

Well, I’m biased, of course.

But in my way of thinking, email is your HULK.

It’s that ace in the hole tool that lets you compete even in markets overheated with competition and an army of wannabes always trying to steal your thunder.

Hey, this ain’t no joke, babycakes.

Think about it:

It’s easy to get discouraged when you see goo-roos pounding their chests and patting each other on the ass for a job well done while doing their JV’s with other goo-roos and hyping up their affiliate “feeding frenzies.”

It’s hard for most to compete against that.

To compete against that ARMY.

But, not if you have a Hulk.

Not if you have email.

And, not if you use it correctly.

Enter “Email Players”:

Each issue is packed with ways to use the lowly, “retro” email to as much as double (or more) your sales.

Even if you have a small list.

Even if you’re surrounded by lots of competition.

And, even if you are brand new.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

Behold… a cautionary tale.

And while on the surface it may seem to only apply to freelance copywriters, it really applies to ANYONE in ANY kind of service business:

Hey Ben,

Enjoy your emails – and I especially enjoyed the one you wrote about how copywriting clients are always gumming up the works.

I can see why you got out of taking clients… they’re all a bunch of know-it-all shitheads.

FYI – I’m a working copywriter, working full-time for a stock-advisory service. I’m disenchanted with this outfit, mainly because they insist on making me do a gazillion revisions every damn time I write a promotion. By the time my promotions go out, they’ve been mish-mashed into a watered-down approximation of my original idea.

Yeah, my work makes $$, but it’s frustrating that they just don’t let me run with the ball, ya know? I’d bet my left nut that if they just let me do my thing, they’d make much more $$$ (and of course, so would I via royalties).

So out of frustration I’ve started picking up free-lance gigs, hoping these people would be easier to work with.

Fat chance. Alas, it’s obvious that they’re all the same, cut from the same tired corporate cloth.

They all think they know everything because they’ve been in marketing for years… have worked for highly recognized companies, blah, blah blah.

I’ve come too far in this biz to let these penny-ante jokers steal my spirit.

So that’s where I’m headed – entrepreneursville. And it’s good that you’re telling your readers that’s what they need to do, too.

Anyway, I thought you’d get a kick out of my story. And good for you that you saw the light and now call the shots by working for yourself.

Keep up the good work.

Onward!

D.F.

And there you have it, kids.

(Another “red pill” story, eh?)

Even if you enjoy client work, remember: (1) You’ll never get rich working for someone else and (2) You’ll never be free working for someone else. So at the very least, sell your own products on the side.

It’s easy, too.

Start building a list.

Mail it daily using my system.

And enjoy the extra $$.

To learn my system, go to:

www.EmailPlayers.com

Ben Settle

Did you hear about that cannibal in Slovakia last year?

Apparently, he posted an Internet ad looking for someone who would agree to be killed, cooked and eaten. And some dumb ass (let’s call it like it is) actually answered the ad thinking it was nothing more than a “macabre fantasy game.”

Kind of freaky, isn’t it?

Apparently, the would-be “manwich” lived, though.

After talking to Mr. Cannibal on the phone, he realized something was a tad… askew… and called the police.

Anyway, it got me to thinking.

It’s no wonder people are so skeptical online.

Yes, the economy is one reason.

But there’s also the “freak factor.”

You just don’t know who you’re buying from.

Of course, this is just one (of a gazillion) reasons to be using email more and not less like certain ex-spurts are suggesting with their silly “email is dead” shticks.

Email is alive and kicking.

And it works because it’s… intimate.

What do I mean by that?

It’s the Internet version of talk radio (what I call “talk radio on glass”) if you do it right. People LOVE their favorite talk radio hosts. They trust them and their opinions. And they tune in every single day and love every minute of it.

So it is with email, too.

It’s very intimate.

Do it right and people will tune into YOUR “show” every day.

They’ll know you, like you and trust you.

And they won’t be afraid you’ll eat their money.

(Or their bodies!)

Anyway, want to knock out emails like that?

That get people trusting you?

And eagerly wanting to buy?

Then go ye here:

www.EmailPlayers.com

Ben Settle

Gonna change things up a bit, today…

Below are some people/businesses that have provided me with outstanding service over the past few years. In fact, they’ve done such a good job fixing all my problems for me I hereby bestow upon them the prestigious title of:

“Ben Settle Approved”

Yes hoss, they get my seal of approval.

(Which is as rare as hens teeth these days…)

Anyway, here they are:

1. American Express (credit card & merchant account)

Whether you’re applying for a card or a merchant account, these are the CLASSIEST people you’ll ever talk to.

Yes, classy, that’s the word.

In fact, this may sound dorky (it is kinda dorky), but…

If I had a bad day (I don’t have bad days, but IF I did…) I’d probably think up some lame excuse to call American Express just to have my spirits lifted by one of their customer service reps. Not to mention the killer cash-back offers they have where I now pay for everything I can with my American Express card.

Don’t leave home without it, babycakes.

2. Selby Marketing (printing & mailing services)

I’ve written about this outfit before.

If you have any printing, mailing, etc that needs doing, Rich, Trina and Michelle run a fine oiled machine. They treat your business like it’s their own, and in the 2+ years I’ve used them, I have NEVER had a single problem with them:

www.SelbyMarketing.com

3. Becki Maxson (transcription services)

Becki Maxson is like the “American Express” of transcription.

Classy.

Fast.

And, uncannily accurate (I don’t know how she does it).

Plus, her rates are generous, too.

Her website is at:

www.WordsIntoProfits.com

4. Mr. Subtle (Design services)

Hands down my favorite designer.

The cool thing about Mr. Subtle is not just that he holds goo-roos in even more contempt than I do (and relentlessly mocks them in ways that have you laughing for days — and even weeks — later)… but his work ALWAYS exceeds my expectations.

Plus, he knows direct response AND design.

A rare combo these days.

Anyway, here’s his site:

www.MarketingBrainFarts.com/4hire.html

5. Bob Montgomery (incorporation services)

I only recently met Bob Montgomery, as I needed help setting a new LLC up in Oregon after my recent move.

I’m not a DIY’er with these things.

And he made the entire process 100% painless.

The URL below is for Oregon, but he does incorporation services in every state:

www.incsource101.com/oregonllcincorporation/index.html

6. Russell Fox (accounting)

I don’t know if he’s taking new clients on or not. But what I DO know is, I’ve gone through accountants like underwear over the past 11+ years and Russ (who is an enrolled agent) is by FAR the best I’ve used.

Plus, his blog is highly entertaining.

(In a dry humor kinda way…)

Always a good, informative read:

www.TaxableTalk.com

7. Email Players

What?

You thought I wasn’t going to sneak in a plug for my own high quality, life-changing product?

Oh ye of little faith…

www.EmailPlayers.com

OK, that’s a wrap.

Chow,

Ben Settle

Not that it’s a huge deal anymore…

But I am no longer married these days.

Yes, the Nerd Girl and I parted ways 6 months ago.

(So no emoting or sympathy necessary, it’s old newz.)

And while everyone is doing 100% fine, there are also some extremely valuable lessons you can gleam from my experience that apply directly to business if you are looking for them.

In fact, that’s the “warm-up” lesson:

Always keeping your “antenna” up.

Every email marketer should do this.

And, in my case, I knew the minute it happened I’d end up writing about the experience eventually.

Anyway, enough warm up.

Here are a few lessons to think about:

Lesson #1: Negative experiences are profitable

I’m going to write about this later in more depth.

But for now:

Most people never take advantage of their negative energy — and instead use it to mope, overeat, and do other “self medicating” (i.e. self destructive) things to themselves.

Screw that.

Sac up and USE bad experiences to your advantage.

How?

Turn them into emails that make you more sales.

That way, even if something REALLY sucky happens then at least you’ll cry all the way to the bank.

I even taught this in this month’s “Email Players” issue.

If you want it, I kept a few extra issues in stock.

Subscribe today and I’ll send it to you:

www.EmailPlayers.com

Lesson #2: Get a REAL edu-ma-cation

Most people avoid challenges.

Avoid pain.

And avoid making tough decisions.

Thus, they avoid REAL education.

The kind you can’t find in a book or at a school or at a goo-roo seminar or whatever. It’s only when you make hard, unpopular (even impossible) decisions and push through the fear and anxiety when you REALLY get your learn on at the street level.

You can’t buy wisdom.

You can only earn it.

And it’s rarely an easy acquisition…

Lesson #3: Embrace the unknown

This is a strange (in a good way) time for me.

You see, when I was married, my entire life was basically mapped out. I had a good idea where I would be living and what I’d be doing and who I’d be doing it with.

Now?

Well, now my future is a big fat flashing neon “?”.

I have no clue where I want to settle down.

Where I belong.

Or, where I’ll end up.

I just recently moved, but I’m already plotting my next move. The beauty of owning a business online is it doesn’t really matter. As long as you have an Internet connection, you can do your thang anywhere you want.

Where will I go next?

I really have no idea.

But I must admit, it kinda EXCITES me, babycakes.

The unknown is fun once you embrace it.

And that, my friend, is the greatest lesson of all:

Seizing the unknown.

Not avoiding it, but clamping on to it.

In my case…

My recluse days are pretty much over.

My marketing posse and I are already plotting a small intensive training in Las Vegas this year (details forthcoming). I’ll be going places I used to have no desire to go to, probably dabbling in speaking and maybe even doing in-house email marketing training for entrepreneurs and companies who want it.

To paraphrase my boy Samuel Jackson in “Pulp Fiction”:

I’ll be like Caine in the TV show “Kung Fu”…

Wandering the earth.

Getting into adventures.

And helping people double sales with email along the way.

Anyway, so that’s that.

Those are a few lessons from my divorce.

Read ’em.

Use ’em.

And (most importantly) PROFIT from ’em…

Ben Settle

P.S. And of course… if you’d like to join my inner sanctum of email marketing badasses… and “divorce” your bad self from all the wannabes out there (and there are many)… then check out the “Email Players” newsletter at:

www.EmailPlayers.com

Remember last week’s print vs digital email?

About why I do a PRINT newsletter… and not a digital one?

A would-be subscriber doth protest:

With all dueth respect, I disagree.

OK, I’m probably a thin slice of your pie, but I’m willing to be there’s quite a few folks like me who don’t really get snail mail. I’m very mobile – live in 3 or 4 places throughout the year – and snail mail often misses me. For that matter, I don’t like snail mail.

I get your point about snail mail being a little dressier but if the info’s good, I don’t care if it’s bits or paper. Well, I do care. I prefer bits – in fact that’s all that works for me.

I’m one willing but unserved buyer.

He makes an interesting point.

But, IMH(but accurate)O, it’s just the opposite:

If you wanted it bad enough, you’d find a way to receive it (despite the inconvenience), and devour it probably 10x’s more intensely than everyone else, and profit from it 10x’s more abundantly than everyone else, precisely because it IS so inconvenient.

This analogy isn’t exactly the same, of course.

But, I’m the same way with some things:

I hate video, for example.

I prefer audio.

That way, I can listen/learn while walking on the beach.

(Yes, I have a very rough life…)

So I tediously take the time to rip the audio off of videos using an RCA cable and a voice recorder.

It’s a total pain in the gluteus assimus.

But guess what happens?

I use and benefit from it FAR more as a result. What I don’t do is ask the publisher to change their formatting just for my sake.

After all…

If the product’s good, they’re doing me a favor.

Not vice versa.

Anyway, that’s my take on it.

Besides, didn’t you get the memo?

I’m ALWAYS right…

Speaking of “Email Players”…

The May issue goes to the printer tomorrow.

It includes:

• A “cheat sheet” of my launch process (by popular demand)

• Why racist-obsessed movie geeks write the best email subject lines (and where to swipe their work free)

• How to sell your product without making a single claim

• How to use “vintage” ads to write super profitable emails

• How to use email to profit from a bad day

• And a ho’ bunch more…

Subscribe while there’s still time here:

www.EmailPlayers.com

Your King,
Ben Settle

Curious and curious…

Since launching my print “Email Players” newsletter — www.EmailPlayers.com — last year, several people have suggested (or asked about) it should be delivered via email (instead of hard copy) since it’s about… email.

Could they be right?

Is there a disconnect?

Is it smart sending an email newsletter via snail mail, not email?

I kinda see why one might wonder this.

And so it deserves an answer.

But worry ye not.

Methinks this’ll be educational no matter what you sell:

1. Do what works

Saying I should deliver paid content about email via email instead of snail mail is like telling someone they should only use sales letters to get clients for writing sales letters.

Mayhaps that makes sense on the surface.

But, not when you look deeper.

For example:

During the 8-9 years when I did client work, I don’t think I’d ever gotten a client by sending them a sales letter. Instead, they were almost ALL gotten via the phone (especially my top 3 paying clients).

Yes, I could have used sales letters.

Not saying they don’t work.

But the phone always got better results.

In fact, one of my friends built his entire copywriting business attending seminars (not sending anyone a sales letter). And the fact is, a lot of top sales letter writers get their best clients with the phone… not their keyboard.

So you do what works.

And the print format has been extremely successful so far.

Yes, even teaching about the Internet.

And speaking of format…

2. Format

Some say format doesn’t matter.

After all, if the info is good, who cares about format?

One guy used the analogy “if a hot super model gave you her telephone number written in crayon on a wet used napkin, would it matter???”

I dunno, Spanky.

Did she SELL it to you for $100 bones per month?

If not, it’s comparing apples to oranges.

I’m sure you’ll agree, if you want to sell a $50 steak dinner, you probably would not put it on a dirty garbage can lid or cheap paper plate, and say, “yeah, but it tastes good!”

The point?

Email is not a high quality format to deliver premium priced info.

If you want to convey quality, “dress” accordingly.

This goes whether dressing your body for appearance or dressing your product for purchase.

Which brings us to the next reason…

3. Impact

Hey, I loveth email.

And I have profited from it tremendously.

But for having impact, it’s not even in direct mail’s league (it ain’t even in the same sport). It’s almost like Christmas when a piece of valuable snail mail arrives. It generates good feelings in people about you and your business. But most people don’t exactly drool over downloading “air.”

More:

There’s a neurological reason for this.

It’s now a documented fact your body dumps a “pleasure chemical” in your brain every time you get an email (this is why people check their emails compulsively, and why it’s such a great medium to sell with). But what most web marketers don’t realize is that, with direct mail (like a print newsletter…) that “pleasure effect” is amplified 100 fold!

After all, there’s a physical presence.

You’ve entered their home.

You’re now sitting with them in their most secure and intimate environment — and they’ve actually paid you to be there.

It’s not quite the same with email, is it?

No sir, it ain’t…

4. The pain-in-the-ass factor

The first person (a good friend) who suggested I should deliver Email Players by email (instead of direct mail) said there might be a disconnect.

And, maybe he’s right.

For some there could be a disconnect.

But you know what?

Anyone wound up so tightly they wouldn’t subscribe because it’s in paper & ink format instead of digital “bytes” in an email would be such a pain in the ass customer I wouldn’t want them anyway.

I hope it DOES turn them off.

Those types suck the life right out of you.

Anyway, that’s it for now.

Those are four reasons why I’m right and the people who think I should email the content are simply…

Wrong.

The next “Email Players” issue mails soon.

It covers all kinds of info, too.

Including:

• A secret subject line “swipe file”

• How to sell without citing benefits

• How to convert vintage ads into hot selling emails

• Bill Clinton’s email secret that got him elected

• And a ho’ bunch more…

Subscribe while you can, here:

Ben Settle