Ben Settle

Ouch.

Got this email from a Street-Smart Email customer who basically said the course sucked (well, sort of, it actually ended up quite different than what I was expecting…)

And anyone on the “fence” about buying should probably read it.

Here’s what he said…

On May 23, 2011, at 1:38 PM, Doc Carney wrote:

Hey Ben,

You might want to read this.

I have to tell you I was not impressed with your system.

I received it on Friday, so I pulled it out of the box, dumped it on car seat, and took it home.

I looked at the cover of the CD’s and boy was that a plain Jane wrapper.

Wow.

As I was driving back to Canyon Lake, I was thinking, “What am I doing. I’m ordering all this stuff and I think I’m as good as Ben.”

So I took it home.

Once there, I left it in the car. It didn’t excite me that much.

Well I had to leave for Dallas, TX the next day at 7 AM.

On the way to my friends house, I thought, “You know, I’m going to take one of those coil bound books with me and actually try to read it. I know there’s no guarantee, so I’d better find something that I can use.”

Well I have to tell you…

I was in the air for 3 hours and I read about 40 some pages.

I love to write, and I think I can write emails and I think I can tell stories, but Ben I have to give you some BIG credit.

The stuff is absolutely awesome.

I don’t know what else to say.

But here’s why I’m writing.

I have three friends I regard as close friends of mine.

Doberman Dan, Troy White and Markus Allen.

And I have to tell you when I talked to them, they all said that it was good. That was after the fact though.

So again, thanks for a great manual, and like I said, when I hit page 67 or 68 I had at least 8 ideas that I know will make my internet business and offline business more profitable.

In fact, I’m thinking it’ll give me over a $200,000 boost in my collections, but we’ll wait and see.

I love the stuff so keep on keeping on.

Your eternal subscriber in CA.

Dr. Carney
www.outrageouschiropracticmarketing.com

P.S. I’m not sure about pigs flying but I will tell you this. Anyone would be crazy not to INVEST in your email marketing system.

Have a great Monday!

That was quite the email itself, wasn’t it?

Interesting way to get attention…

Anyway, to see what the fuss is about go to:

Ben Settle

Got this great question about email:

“Ben would you still email daily with a small list (30 subscribers)?”

You bet your gluteus assimus I would.

Here’s a “real life” example:

A few months ago I started selling to a completely different market than business-to-business.

I had no list.

No customers.

No nothing.

Yet, the FIRST thing I did was start writing an email every day (7 days a week at first, then 5 days).

That’s a lot of emails.

Especially to a list of zero subscribers.

But, I kept doing it anyway.

And each email was turned into an article for the website and article directories, and were added to the auto-responder. By the time the first subscriber signed up there was over a week’s worth of emails loaded, and kept adding from there.

So big, small, whatever — I’d mail daily.

It’s sorta like taking vitamins.

The first few weeks you may not feel any different.

Yet each time you take your vitamins they build up in your system and you get healthier, but if you skip days or go a few weeks in between taking them, they’re practically worthless.

So it is with emails.

The more you do it consistently the merrier.

Only “catch” is… they must be written the right way.

This discombobulates people most.

After all, if you send emails nobody wants to read then your ducky is dead in the water out the gate no matter how much (or how little) you mail.

It’s about practice and knowledge.

Knowing HOW to write them, then DOING it.

And as you practice, you make sales.

Earn while you learn, baby.

To get started, go to:

Ben Settle

Let me ask you a question…

If your life depended on it and you HAD to make more money this month from your existing email list (no more people would be added) than you ever have before or you would be tortured and killed…

• Would you only mail once that month (or once per week)?

• Would you spend any of those 30 days only giving away free stuff and “incubating” people without doing any selling?

• Would you care about offending non-buyers?

• Would you treat your list with disrespect?

• Would you obsess over open rates & clickthrus?

• Would you spend more than 15 minutes on each email?

• Would you do short “teasers” sending people to a blog?

I don’t know about you…

But my answer to all the above is “no.”

Instead, I’d mail EVERY day (even multiple times per day…), would sell like crazy, would purposely try to offend ALL non-buyers, would write FAST, and would show my list nothing but respect (yes, even though I’d be mailing them, and offending people and selling each day).

What?

You don’t see how that’s possible?

Well, it is possible.

And, it’s easier than you think.

I do it all the time (even when my life isn’t on the line…)

You can, too.

Yes, you can, my friend.

And I don’t care what product you sell, what market you sell to or how much you hate writing, either.

None of that matters.

Get the skinny on email at:

Ben Settle

Here’s a new word I just learned:

“Bigorexia.”

Big-or-what?

It’s a brand spanking new “disorder” psychiatrists have cooked up that’s sort of like anorexia — except, instead of being obsessed with the desire to lose poundage by refusing to eat, guys with bigorexia are shamed and embarrassed about being puny and small after watching Hollywood movie stars all bulked up on the big screen.

Sheesh.

What’s next?

Anyway, a lot of people who write ads (whether as freelancers or when writing their own ads) suffer from a similar problem.

Except for them it’s not muscles.

It’s exaggerated copy.

In other words… they see the ginormous “power claims” goo-roos use in their ads, feel their own ads are puny by comparison and then try to make their claims even bigger, even more exaggerated, and even more unbelievable than the airbrushed and CGI muscles put on hollywood actors!

The result?

Usually less sales.

(Maybe even WAY less sales.)

Hey, we’re in the age of the skeptic.

Nobody believes you.

Nobody believes me, either.

They can’t afford to — it’s not like 6 years ago when everyone was fat and happy and banks were loaning money like it was going out of style.

Now you gotta prove your case.

Prove you’re “for real.”

And prove you got the goods.

And everyone else?

They’ll keep doing what they do best:

Killing sales with their “killer” copy…

Ben Settle

P.S. I did an entire training on how to write ads to skeptics a little while back. It’s available in the Crypto Marketing Lounge (the yahoo group accessible only to subscribers).

To subscribe, go to:

Got this question recently…

“Ben is it really necessary to read my sales letters out loud?? why can’t I just read silently since that is what my readers are doing??”

There are many reasons.

One of which is obviously catching errors.

For example:

Just last week I was editing a 28 page (ugh!) sales letter and read it silently several times. Then I started reading it out loud. Usually I like to do so 10 times, but time was of the essence so I could only do it 5 times.

Anyway, on reading #3 I caught a doozy.

The word?

“workalcoholic”

(Instead of “workaholic”)

Jinkies!

I missed it on the “silent” readings and first 2 aloud ones.

And here’s something else:

I cannot explain it, but when tediously reading a sales letter out loud (in addition to annoying anyone within earshot) you will generate many more ad ideas, solutions and improvements than you would otherwise.

Different ways of phrasing things pop up.

New headlines appear in your mind.

And you might even see whole sections that should be moved, eliminated or expanded upon.

So there you go.

Reason #1001 to read ’em aloud.

And you know what?

Last year I wrote a series of 5 newsletters showing you how to write ads from scratch (one of which included my methodology for editing sales letters).

Very important stuff.

Today they’re in The Copywriting Grab Bag:

Ben Settle

P.S. You can also get them by subscribing to the Crypto Marketing Newsletter and purchasing the May-September 2010 back issues (for sale only to subscribers):

Last week I said I was open to taking on clients.

The response has been… interesting… to say the least. Some of it expected, some of it not-so-expected. And it’s been a great learning lesson and reminder why I don’t generally do client work anymore.

Here are a few thoughts:

1. Spam

Suddenly I started getting “referralkey” spam.

Yes, spam.

I consider the same (dorky) form email from multiple people (even people I know) asking me to join something called “referralkey” to be quite spammy.

2. Advice seekers

Easily the most common responses.

These are people who contact you and say they’d like to talk about their project when really, what they want to do is ask you questions to geek free advice out of you.

I don’t play that.

I can’t.

If I wasted time getting on the phone with everyone who asked to “pick my brain” (ouch), I’d never get any actual work done.

3. Can’t-get-to-the-pointers

These are the most amusing types.

They send emails or leave voice mails saying they want to discuss a project, without actually saying what it is they want to discuss or need done, and can’t seem to get to the point. Had one guy do this on Wednesday, and when I “qualified” him a bit (to make sure he wouldn’t waste my time and is serious) he sounded kinda… offended… in his reply.

He said I was “playing hard to get” haha.

It was kind of amusing.

You see, I’m not that clever.

For me, it’s simply a time issue.

I guard my time like my life.

Why?

Because it IS my life.

I don’t even bother with people who don’t get that simple little concept. In fact, I’ve found through the years they tend to be the biggest pain-in-the-ass clients.

Thus, he was promptly rejected.

Anyway, very interesting.

And a big reminder:

You’re always your own best client.

Ben Settle

P.S. To get the next Crypto Marketing Newsletter issue before it mails next week (it’s two full bore examples of how to do email sales — all you need is a list and testimonials) go to:

Let’s do a bit of “Q&A” action today.

First question…

QUESTION: Ben, I notice you use the world goo-roo a lot but I thought I heard you say emails should be fresh and original and not copy others but I’ve seen a lot of people using that terminology.

BEN: Yes, it’s true.

I use that word quite a bit.

But I think it’s okay considering I am (as far as I can tell) the one who first used it as a way to mock wannabe IM gurus waaaaay back in early 2009.

Now seems everyone uses it.

Maybe I should have trademarked it?

I’d get a shiny new penny every time it’s used…

Next:

QUESTION: Ben I heard you write for the golf market. Where can I find the ads and emails you have done for that market do you have a url or link?

BEN: Afraid not.

I haven’t rolled with them in almost a year.

Plus they aren’t even selling the same product line anymore.

So no links or URLs.

Okay, one more…

QUESTION: Ben it seems like you are “launching” each issue of your newsletter the month before it comes out month after month and I wanted to know if you have any resources you recommend for doing product launches???

BEN: The force is strong with this one.

Most don’t catch on to that.

Yes, I DO do a sort of “mini” launch each month.

And, there’s definitely a madness behind the method.

I talk about this in my Street Smart Email course — how I pattern launches (using email) after how Marvel Comics has been launching their new line of movies over the past few years.

Very profitable stuff.

Also, about the email course…

One thing I don’t promote NEARLY enough is Crypto Marketing Newsletter subscribers get a $200 discount on it.

That’s big savings.

Subscription details at:

Ben Settle

So here’s something cool.

Recently, I was reading an article about Herman Cain (who’s running for president) and about when he took over Godfather’s Pizza as the new CEO when it was on the verge of bankruptcy.

He completely turned it around.

A business miracle almost on the level of fishes and loaves.

What did he do?

Well, one thing he did NOT do is walk in with a big chip on his shoulder barking orders, acting like he was the man and expecting everyone to just do as he said because he was now CEO.

That’s what a lot of people do with power.

But not Mr. Cain.

As he put it…

“I did not walk in with the answers; I walked in with the questions.”

Yowza!

There’s MUCHO wisdom in that.

And it’s funny, because I’ve seen copywriters and marketers get hired on projects, and walk in like they’re little business “godfathers” quoting their favorite goo-roos about moving free lines or “incubating” prospects before selling to them (I still get amused by that…) or doing launches from the seats of their pants without any planning whatsoever (you know, “fire, ready, aim”)… and leave piles of profits on the table as a result.

With nary a question asked.

No market research conducted.

And barely any strategy used.

It’s almost criminal.

What Gary Bencivenga calls “marketing malpractice.”

Anyway, the point?

Most people think they’re marketing “godfathers”, but really, they’re just marketing “Fredos.” And if you don’t want your sales to end up like Fredo, don’t be a know-it-all.

Take Herman Cain’s advice, instead.

Be an ASK-it-all.

Your bank account will thank you…

Ben Settle

P.S. Truth is, there are a LOT of things I don’t know or do well (way too many things to count). But one thing I DO know is email. And the next Crypto Marketing Newsletter issue is going to show you a no-brainer way to use short little emails to bring in cash flow – fast.

All you need is a list.

And also, some testimonials.

If you have those, the rest is a piece of pizza.

Subscribe while there’s time at:

Not long ago I wrote an email about surveys.

Specifically, how they can be dangerous when you ask people how often they want to hear from you by email. Big, big, big mistake that practically guarantees you not only leave piles of the green stuff on ye olde table, but also do your customers a huge disservice to boot.

Well, guess what?

I recently got wind of ANOTHER mistake just as bad.

Maybe even worse.

And that was someone doing one of these email surveys and then, after the opt in, showing this kind of verbiage:

“You’ll hear from us once per month,
and we promise we won’t bother you
anymore than that.”

This is absolutely insane.

Very wishy-washy.

Let’s face it… if you want to position yourself as a leader the last thing you would do is go… “oh, uhm, sorry to bother you and waste your time, but, uhm, would you be willing to read this email that can help you with your XYZ problem?”

I don’t think so, Daredevil.

You’re not imposing on people.

You’re showing them how to eliminate pain in their lives.

Offering them hope.

And giving them answers.

Why apologize for it?

Anyway, ’nuff said.

If you want a very cool (and simple) way to use short little emails to bring in a surge of cash flow, then be sure to subscribe to the Crypto Marketing Newsletter before the next issue mails.

All you need is a list.

And also some testimonials.

Then, use the examples I give as your guide.

Subscription info at:

Ben Settle