Ben Settle

Check ye out this oft-asked question:

“What’s the BEST emotion to sell to with emails?”

If I had a nickel every time I saw that question bandied about online I could pretty much hang up my keyboard and retire. The answers are all over the map, too. Some say it’s self interest. Some say love. Others insist it’s fear. Or the so-called “7 deadly sins” and so on, and so forth.

Know what I think?

They’re ALL wrong!

Yep.

Every single one of them.

I can only go by personal experience, of course. But after writing thousands of emails over the past few years and so many sales letters I’ve lost count… I can tell you my biggest successes did not revolve around the above emotions.

No, it was a FAR more powerful one.

One that’s completely ethical to appeal to, and non-manipulative. In fact, it’s even kind of fun to use (since few people really know how to appeal to it.)

What emotion doth I speaketh of?

Belief.

Betcha didn’t even know that was an emotion, did ya?

Well it is.

And it’s an extremely strong emotion, too. If your prospects believe what you’re saying, then the sale is almost as good as made (assuming you are making a claim they care about).

It’s ALL about belief, boss.

If they don’t believe, they don’t buy.

If they do believe, they do buy.

Pretty interesting stuff.

There’s an entire art and science to building an email or ad oozing with belief. And in the issues of my upcoming “Email Players” newsletter, I’ll be talking about this very topic.

This puppy launches in a few weeks.

To get the full scoop go to:

Ben Settle

Been noticing something funny about TV commercials.

I don’t know if this happens all the time or not (since I rarely watch TV — and prefer watching my favorite shows on DVD or NetFlix) but some of the commercials are significantly louder than the actual program.

So much so you have to turn the TV down!

Advertisers probably think they get more attention that way.

Oh, they get attention alright.

But not the kind they probably want.

Because all it really does is make me (and I know I’m not alone with this) want to get up and take a bathroom break during the commercials.

We have a bit of this online, too.

Everyone’s screaming for attention.

And instead of doing their homework and working on the right offer… they simply crank up the hype and crazy claims and lame offers they see their favorite goo-roos using.

The result?

People leave their lists.

Ignore their pitches.

And (figuratively) leave the room to take a leak instead.

Hey, maybe that’s crude.

But the truth usually is…

Ben Settle

P.S. If you want to instantly stick out in the inbox, then simply master the art and science of writing profitable emails. If you are copying most goo-roos out there (who churn and burn through massive lists, and do not even attempt to establish a relationship with their subscribers) then you’re probably making a mere fraction of the response you COULD be getting.

“Email Players” can change that.

It launches in about 3 weeks.

And early bird subscribers are in at a discount.

Read the FAQ’s at this link for details:

First things first…

I wanted to thank everyone who donated to my 2nd cousin’s eye surgery fund in exchange for getting the older Street-Smart Email course at half off.

It made a HUGE difference.

Plus, something else happened:

The experience also taught me a big lesson.

And that is, the REAL level of skepticism online.

Yes, even on my own list.

And yes, even with people who “know” me.

(Well, as much as you can know me via email each day…)

A few people emailed about the offer and asked if it was for real. Was the offer just a gimmick? Was I being genuine or was I “up to something?”

Can’t say I was shocked.

Skepticism is growing bigger every day.

(With good reason!)

In fact last year I sent a bonus (free) Crypto Marketing Newsletter issue to everyone on my buyers list of all my products. And even though it was free, one person sent the issue back unopened (stuffed in another envelope) with a note saying “don’t charge my card, I’m not a subscriber…”

Does his skepticism sound a bit extreme?

I don’t think so.

I can’t even blame the guy.

It’s a “survival mechanism.”

I mean, let’s face it… a lot of people really ARE pulling fast ones and using tricks and shady deals to make an extra buck. And it only gets worse as the economy gets deeper into trouble.

Even lots of social proof is no longer enough.

Now you need “skeptical proof”, too.

All the more reason to write regular emails.

No, it’s not a guarantee of anything.

But it’s a good start…

Ben Settle

P.S. This is a topic I’m going to have to address eventually (selling to skeptics) in Email Players. To get on the “early bird” discount list, go to:

Be sure to read the FAQ’s.

I made some updates recently…

I’ve mentioned “Hardcore Pawn” before.

How it’s a great TV show and contains many lessons anyone in business can use to bring in more sales and have more success. And this is especially true if you’re an email marketer or copywriter and need a constant flow of ideas.

How so?

Because one of those lessons is —

The importance of “shallow” knowledge.

For example:

In one of the episodes Les (the owner of the pawn shop the show is about) is talking about how, as a pawn shop owner, he has to know a little bit about a lot of things, instead of needing to know a lot about a few things (unlike most other businesses).

That way he can get the best deals.

And, he can call BS when lied to about an object’s value.

A very important tool to have.

And it’s the same with email.

As an email marketer (and this is double dawg important if you write emails for clients) you are usually better off knowing a little bit about a lot of things (even dumb, stoopid things which often make the best email “fodder”) instead of a lot about a few things.

So just thought I’d pass that on to you.

Do with it what you must.

In the meantime, long live Hardcore Pawn.

Watch it.

Learn from it.

Profit with it…

Ben Settle

P.S. I finally nailed down an “Email Players” launch date. It’s going to officially launch on Thursday, August 18th. If you subscribe between then and Sunday, August 21st, you’ll be able to subscribe at a discount ($77 per month instead of $97 per month).

More details are at:

Last month one of my friends emailed me a pitch a goo-roo sent him about some kind of email marketing course.

I read the email.

Then I read the pitch for it.

My conclusion:

The goo-roo selling it has no clue what he talketh about.

Here’s a hint:

If someone is selling you an email course or eBook or product promising you crazy get-rich-quick claims like “make $1,000 per day!” or “How I made a gazillon dollars with ONE email that took me 3 minutes to write!!!” it’s probably bullshizit.

Or, at least, they’re not giving you the full story.

Email by itself won’t do jack for you.

You need a list, first.

And you need a product people want.

You also need the dogged determination to keep mailing regularly (I prefer daily) day in and day out — even when you don’t feel like it or can’t think up something to say.

That’s my opinion, anyway.

Hey, sample the other cuisines out there if you must.

Some of my email students have “cheated” on me with other products.

But they ALWAYS come back home to daddy.

Because I don’t deal in nonsense.

And when you want the blunt truth (and not just pie-in-the-sky goo-roo babble and regurgitated material goo-roo fanboys learn and then re-teach without actually using themselves)… and to build a solid business that won’t deteriorate like a soggy napkin when things get rough with the economy… then “Email Players” might be for you.

Maybe.

Then again, maybe not.

It’s not intended for everyone.

And it ain’t for the timid.

But if you got the right stuff, details are at:

Ben Settle

Seems most email training is about tricks.

Tricking people into opening emails.

Tricking people into clicking links.

Tricking people into buying.

Not saying this “tactic” based selling never works. It does, for some people, no doubt about it. But I can guarantee you it’ll cost you sales.

Probably even a LOT of sales.

Example?

Okay, ever heard of Jim Camp?

He’s called the most feared negotiator on the planet. He’s been featured on CNN, CNBC, The Wall Street Journal, Fortune, Harvard Business Review, Fast Company, Inc., and more. And his methods are studied by high level executives, FBI agents and other people who negotiate for a living.

He’s a true “Grade A” bad-ass negotiator.

And he rails AGAINST tactic-based selling.

Instead, he’s all about principle-based selling.

For instance, he started out selling $100 water softeners door-to-door with a script full of the usual popular sales openings, closes and chokes.

For 2 weeks he failed miserably.

Not one sale.

So he ditched the tricks and just asked if they wanted softer hair.

Boom.

Doors were opened.

Sales were made.

And customers were thrilled.

All with no tricks or tactics necessary. He simply identified their problem and showed them his solution — ethically, honestly and transparently.

And guess ye what?

Bestselling emails do the same thing.

There’s no need to manipulate and trick people into opening and buying from your emails.

Of course, you can if you want.

Be my guest.

But it’s much easier just to sell.

You can learn exactly how I’m using principle-based email marketing in multiple niches (biz opp, weight loss, men’s health, etc) in “Email Players”.

This bad-boy launches next month.

To subscribe at a discount, go to:

Ben Settle

Having “shy bladder” sucks.

I suffered from it for years.

And it’s where for whatever reason I couldn’t uhm, er, do my business… in a public rest room if anyone else was in there (or if I could hear people talking outside or thought someone was going to walk in).

Yikes.

Kinda made going to the movies miserable.

Anyway, there’s an email version of this, too.

Where people say something like “Ben, I sit there at the computer and can’t think of anything to say! Nothing comes out! I just freeze up!”

Again, it’s just like a hot case of shy bladder.

They can’t do their “business.”

It’s the cyber equivalent of standing at the stall for several minutes shuffling their feet, getting frustrated and not being able to squeeze out a single word — even though they really have to “go.”

Well, methinks it’s time to put a stop to this.

Writing a profitable email should only take 10-15 minutes.

Often times even less.

And this is why when you subscribe to the “Email Players Newsletter” you’ll get a book showing you ways to write profitable emails without fear or hesitation. It also includes a step-by-step email marketing calendar where I tell you what kind of email to write each day with explanation of how to write it.

That way you just sit and crank.

Minutes later your email is sent.

And, if you do it right, money starts flowing into ye olde bank account as a result.

It’s a wonderful thing.

To subscribe at a discount, go to:

Ben Settle

One of my biz “heroes” is Bruce Barton.

I’ve rapped about him before.

In fact, it was just a couple weeks ago.

It was the email about how he taught the lesson of Joseph in the Bible. How Joseph was the top dawg in Egypt (second only to Pharaoh) and everyone knew him.

At least, until he joined the “choir invisible.”

After that, a new king arose who had no idea who Joseph was.

And he then went from celebrity to nobody.

Ouch.

The lesson?

It’s very easy to be forgotten, and it’s extremely important to stay in your market’s psyche at all times.

Well, guess what?

There’s more silver in them Bruce Barton hills.

Just pick up Joe Vitale’s “The 7 Lost Secrets Of Success” (which I’m currently re-reading) and you’ll be awash in these kinds of insights. Take, for example, page 32 where Vitale adds to the “Joseph” story by saying how every day new customers are appearing (and, I would add, on YOUR email list). How they don’t necessarily know your story, services or products. And if you don’t tell them about those things they’ll go to whoever they have read about, heard about, or seen advertised. In that sense, these new buyers are the new king… and they know you not!

You gotta keep telling them about yourself.

Let them know who the sheriff is in town.

So get those emails out — every day.

Stay in touch with your market.

And read Joe Vitale’s book.

Somewhere, Barton is smiling…

Ben Settle

P.S. Keep getting asked this “Email Players” question:

“Ben, I don’t yet have your Street-Smart Email system. I know you said it won’t matter but I want to make sure. Is there anything I should be reading or buying to get up to speed?”

Answer:

It’s a non-issue.

Don’t even worry about it.

Why?

Because the first thing I’m sending you upon subscribing is a 100 page book (a real book you can hold in your hot little hands, not a pdf) that’s a sorta Street-Smart Email “cheat sheet” for getting you up to speed. That way, even if you’re brand spanking new to email marketing, you’ll be grounded in the basics of my way of doing email before you even see your 1st issue.

So again, no problem at all.

To get on the discount notification list, go to:

You can also see the pricing and other details, too.

Friday’s email disturbed a few people.

And also, it prompted some questions — specifically “OK Ben, how exactly can I advertise and be seen as a trusted peer???”

There are lots of ways.

Let’s take Oprah, for example.

I’m not a big Oprah fan by any means.

But the girl is an extremely savvy business woman who knoweths what she’s doing. Especially the way she pulls off being a billionaire media mogul… yet still the token “girl next door” at the same time.

Brilliant.

And, something we should all strive for.

After all, Oprah is the kind of woman who complete strangers will come up to and start telling her their most intimate and private problems… like she’s their best friend.

You think Bill Gates can pull that off?

Or Warren Buffet?

Or some Colombian cocaine billionaire?

Hardly.

But Oprah does.

And she did it by developing an audience, talking to them each day, getting personal with them, and letting them get personal with her.

The result?

She’s a peer AND a trusted source.

Heck, she’s trusted by her fans even MORE than they trust their loved ones and friends. (I know this because I once gave sage health advice to a female family member, only to have that advice SPURNED… but when the exact same advice was given on Oprah’s show, it was taken as “gospel”… go figure…).

So that’s how you do it.

There’s no “course” for this.

No magic pill or button.

You gotta work at it every day (just like Oprah did).

Personally, I do it via email.

And “Email Players Newsletter” subscribers will get an ongoing education on exactly how I do it (with real-life examples) each month — assuming you implement the lessons.

That’s the rub.

You gotta do the work.

So it’s not for “do-it-later’ers.”

It’s for “do-it-TODAY’ers” who rip it open, implement that same day, and see results in their piggy banks that same night.

Anyway, so that’s that.

To get in on this action go to:

Ben Settle