Ben Settle

I enjoy tussling with goo-roo fanboys.

Usually, they get angry when I say trying to copy their favorite IM goo-roo is stoopid — especially when they sell a completely different product, to a completely different market, with a completely different set of marketplace dynamics.

They’ll insist moving the free line is better than selling.

That video ALWAYS works best.

And tricking people into buying with black hat nonsense is the way to go because (name the goo-roo) says so.

Well hot dawg!

That’s sure settled, isn’t it?

Except for this one small detail:

In every. single. case. the goo-roo fanboy dogmatically following all this nonsense will (when pressed) admit they’ve never made any money online.

Have had maybe a few sales (often refunded).

And keep buying new goo-roo products to “crack the code.”

Kind of amusing, isn’t it?

But the question is… why?

Why don’t these goo-roo tactics work for newbies?

Well, if you don’t have that goo-roo’s “rock star” following, who will crawl through broken glass to buy everything you put out just because your name is attached to it (regardless of the sales message or medium), it just ain’t gonna happen.

Think of it this way.

Imagine your favorite rock star.

He has a huge built-in fan base. Maybe his music is good, maybe it’s not, but he has millions of adoring fans who buy anything with his name on it — good, bad or ugly.

This guy can do whatever he wants and his CD’s will sell.

He can sell with video (even bad video!)

Audio.

Text.

Or even skywrite his message in the clouds.

It won’t matter.

Now, imagine a local struggling guitarist with no fame or fortune, who sleeps in the back of his car, is lucky to get anyone to let him play, and has little or no fan base.

With this guy, it’s a whole other ball game.

He can’t just announce his product.

He has to SELL it.

Not give it away free.

Not trick people into buying it.

And not coast on his rock star status awesomeness.

Anyway, just my too many cents.

For solid sales and marketing training that works whether you’re brand spanking new or a marketing rock star check out:

Goo-roo fanboys need not apply.

Ben Settle

So recently I’ve decided to get in the kindle game.

I resisted at first, but my friend Greg Perry (the most published author of computer books in the world, who knows the publishing business far better than I ever will) finally convinced me to do it.

In fact, he’s even doing it FOR me.

He has a publishing company that puts your content on Kindle.

He does all the “dirty work” for you.

He turns your .doc file into a Kindle book (and formats it properly).

Lists it for you.

And then collects the payments and cuts you a royalty check.

Over the next few months, I’m going to be putting a TON of content on kindle now — everything from my regularly published books (the small ticket ones, at least), to special reports and eBooks I’ve written and even my opt-in bonus at BenSettle.com.

It’s all going on kindle.

I retain all rights (Greg isn’t out to “get” anyone).

And, hopefully, will generate a nice income stream.

OK, that’s dandy for me, but what about you?

Why should YOU care?

Because Greg’s publishing company is accepting new content.

And guess what?

If you are super busy, don’t want to mess around listing your content, getting covers made, formatting it, etc, and just want to hand your raw content to someone and let THEM handle the headaches, you might want to talk with Greg.

You can contact him by email at:

PubInquiry (at) GMPerry.com

Ben Settle

P.S. Yes, I COULD do all this myself.

I could also print, stuff and mail my own physical products, too, but I don’t — as I value time over money. Plus it is also wise to have income streams not dependent just on my own merchant accounts.

That’s why I am letting Greg’s company do it.

And no, I don’t get any kickbacks for this.

It’s just such a cool deal, how could I resist telling you about it?

Everyone wants to be better copywriters.

They want to know how do they write better?

How can they sound conversational?

And how can they write in a silky smooth “greased shoot? way?

Know what I think?

I think they are asking the wrong questions. In fact, those questions are like asking an FBI agent what’s more important — being able to shoot the eye out of a falcon 200 feet away, or knowing how to profile a criminal so they know where that person will be, what their next move is, how they think, and the best way to catch them is.

Hey, I’m not calling your customers criminals.

But the analogy holds pretty well.

Frankly, if you know how to “profile” your customers like the FBI does… so you know everything about them psychologically, demographically, emotionally and even physically… you’ll sell regardless of how good your “writing” is.

You’ll know exactly what they want.

What you have to say to them.

And, how to deliver your message so they will be most receptive to hearing it.

It’s by FAR the most profitable “copywriting” skill there is.

The writing is nothing compared to this.

It’s the psychology that wins the day.

And you know what?

The March Crypto Marketing Newsletter issue is going to show you exactly how to “profile” your market like this — so if they so much as take a wiz at a certain time per day, you’ll know about it! (OK, maybe you won’t know THAT much, but stilll…)

This is the most profitable teaching I’ve ever done.

It ALL hinges on this.

People who do this don’t worry about sales.

To subscribe just sally forth on over to:

Ben Settle

Been doing an interesting split test.

And what’s interesting about it is, the winning version (that is so far beating the other one by over 150%) is not something most marketers would bother with. I figured it’d bomb, too, actually. And, so did some other people I showed it to.

(Shows how much we know!)

Basically, I’m split testing two squeeze pages.

One is the traditional, everything-above-the-fold kind.

The other is LONG.

As in, I have an opt-in box and, below that, is dozens of links to articles on the website (I basically took my site map and cut and pasted all the links onto the squeeze page under the opt-in box).

And it’s destroying the short version so far.

Frankly, it’s not even close.

But, a word of warning:

Whenever people reveal their test results, there will always be a goo-roo fanboy or two who will quote that test like it’s gospel and tell everyone they know “hey, doing squeeze pages like site map pages increases response!”

But, that’s not the case.

The test is still going.

And, reality is, it could still go the opposite way.

(Plus, even if it wins for my site, it could bomb on others.)

Point is to think outside the box.

Try ideas you think will bomb.

Sometimes they’re the big winners.

Ben Settle

P.S. For more outside-the-box thinking and marketing analysis, check out The Crypto Marketing Newsletter over yonder at:

Gotta love them goo-roos.

They provide an endless source of amusement.

Following is a FaceBook note my friend Jim Yaghi wrote about them. He said I had permission to send it to my list and, well, I couldn’t resist…

Please read my Affiliate Disclaimer:

From hourly-email to hourly-email, I will promote, endorse, or suggest products and/or services for sale.

My recommendation ALWAYS starts out by me wanting to get paid for it; sometimes my belief is influenced by the product or its author promising to provide excellent commissions, or on me returning the favour to someone who promoted my gay products before, and or previous mutual benefit with the person or company who’s product I am recommending.

In ALL cases, I WILL BE compensated if you decide to purchase that product based on my recommendation; i would rarely promote it otherwise.

In some cases, if i care about what’s in the product, I will ask to get it for free “for review purposes” (if my dog needs poopie bags).

Don’t bother doing your OWN due-diligence before making any purchases, i only sell to people who are easily influenced.

Never purchase anything that you cannot afford from my buddies or you won’t have money left over to buy my next over-priced poopin’-bag-course.

Most people don’t do anything with the products they buy because the information is incomplete and often wrong, so their typical results are zero.

Don’t expect yours to be any different.

Just a little Monday morning fun.

Tomorrow… something else.

Ben Settle

P.S. Even though the February Crypto Marketing Newsletter just mailed, I’m getting stoked for the March issue already. It’s going to be perhaps the most profitable teaching I’ve ever done. And, those who read it will have an upper hand over just about everyone you ever sell against in your market (goo-roos or not).

To subscribe, check out:

I’m putting some “feelers” out for something.

For years, people have asked if I do personal coaching (mostly for email marketing and copywriting). I have actively resisted this for a multitude of reasons.

But lately, have been toying with it more.

It would probably entail things like:

1. Giving unlimited email access to me with your questions — about your ads, emails, marketing ideas, strategies, etc

2. Access to me by phone once per week for 30 minutes. Plus, you would have the rights to any of these coaching calls to use for your own use, to sell them (private label them, whatever). So if you sell business-to-business, you would have ready-made products over time

3. Access to all my products (if you committed to a few months in advance)

4. Special group trainings (all coaching clients on the same line, learning, asking questions, etc)

5. Guidance on your emails and ads as you do them — you could literally send me your emails each day (I would show you how to do them) before sending them out and I’d go through them and make sure you are on the right track

Obviously, this would be for real business owners, only.

And it would NOT be for newbies (even if you can afford it).

This would be for people who have a list, have a product, are making sales and want to make MORE of the green stuff.

In other words, a sales multiplier.

Not a magic push button business or done-for-you service.

Plus, it would not be cheap, either.

I’m thinking at least $1,000 per month.

No bartering or anything like that.

Just cash, baby.

If you have a decent sized list, and you are not mailing it right now, and you have a product proven to sell, this would be a no-brainer. Frankly, the email guidance alone would likely pay that fee several times over each month.

Again, just putting feelers out there.

And again, it will be at least $1k per month.

If you are interested, let me know.

Just reply back saying, “I might be interested.”

If enough hands go up, mayhaps I’ll put something together.

If not, then I won’t.

The market will decide…

Ben Settle

Yesterday’s bit about refunds sparked a question:

“Ben, how do you handle refunders?”

This is an interesting question to ask a guy like me.

Why?

Because I don’t “handle” refunds.

I don’t offer a guarantee at all.

At least, not on BenSettle.com products. But, I do have a guarantee in another niche I sell in, which is not full of wannabe entrepreneurs who simply game the system with fraudulent refund requests.

Does “fraud” sound harsh?

Hey, if it looks like a duck…

Case in point:

When The Copywriting Grab Bag was for sale, it had a guarantee on it and, out of hundreds of sales… I got exactly two refund requests (which I attribute to writing ads that purposely turn OFF serial “refrauders”).

Anyway, one of them admitted he was gaming the system.

How do I know?

Because he made me this offer:

“I will give you a choice. I can return the book to you and you give me 100% of my money back or I keep the book and you only refund 50% of my money back.”

Kind of clever when you think about it.

But, it’s a perfect example of why I don’t do refunds.

Not in this market, at least.

Anyway, this is just my attitude for BenSettle.com. As far as my other venture, I have not gotten any refund requests. But, if I do, I’ll just refund without question.

You should always honor your guarantee.

Otherwise, you’re worse than the refrauders.

Ben Settle

P.S. To join my inner circle of serious entrepreneurs, go to:

The “the law of reciprocity” amuses me.

At least, the way it’s popularly taught.

This is something Robert Cialdini wrote in his book, “Influence: The Psychology Of Persuasion.” And if you ask some people, you’d almost think this “law” is as reliable and predictable as… gravity.

Yeah, I kind of don’t think so.

Let me ‘splaineth why.

Basically, the “law” of reciprocity says when you give someone something, they will feel socially, professionally, maybe even ethically obligated to give you something back. So for us marketing geeks, it might mean giving away a sample, free product or “gift” and leads will be more likely to buy out of sheer obligation.

I won’t say this never happens.

But, it doesn’t happen nearly as much as people think.

And, even then, it’s a shoddy foundation to build a business on.

Why?

Well, think of it this way:

Is it a GOOD thing for someone to buy not because they actually want your product… but because they feel obligated?

Is that going to be a repeat buyer?

A raving testimonial?

Someone who tells their friends about you?

I kinda doubt it.

Plus let’s face it, this is assuming people even feel a sense of reciprocity in these narcissistic times, where they are FAR more likely to feel a sense of entitlement than obligation.

Finally, a purchase might make people buyers.

But they sure ain’t customers.

Buyers buy something… once.

Maybe even twice.

But customers?

Customers make a “custom” of buying from you again and again and again — because you are serving them, giving them what they want, and offering them a great experience.

You don’t build a real business on buyers.

Especially if they buy out of social obligation.

You build it on customers.

Otherwise, you don’t have a business.

You have… a charity.

Ben Settle

P.S. This all trickles down to selling 101. Most people just don’t know how to sell. Are afraid of it. And thus, resort to putting all their hopes for making sales in things like the law of reciprocity.

But you don’t really need that stuff.

Just need to know sales and persuasion.

Specifically, the kind that’s easy, ethical and effective.

And that people ENJOY buying from.

Something we get DEEP into inside the next Crypto Marketing Newsletter issue next week:

Whoa baby!

That anti-swiping email yesterday seems to have hit a few nerves. You’d think I just blasphemed a major religion or something (hey, maybe with some people I did!)

Look, let me ‘splain what I mean with this.

First, I’m not against ALL swiping.

But, let me give you an example of what I speaketh:

A while back I was talking with my friend John Anghelache (who, incidentally teaches swiping the right way). I was telling him how I can often tell if someone who asks me to critique their ad is a John Carlton student with one glance of their work.

Now, before I continue, let me be clear:

I don’t know John Carlton personally.

But, I’ve learned a TON from him.

And I HIGHLY recommend his materials.

So this is nothing against him or his other students.

Anyway, John Angel and I were talking about how easy it is to sometimes spot a John Carlton student a mile away with a single glance of their ad.

Do you know how?

Because they will put ATTITUDE into everything.

Doesn’t matter what market it is.

Doesn’t matter what product it is.

Doesn’t even matter what gender the customer is.

Everything is a direct swipe from one of JC’s marital arts or golf ads. In this case, John Angel and I were talking about someone’s ad for a… salsa dancing product. And it contained verbiage like, “vicious head spins!” and “devastating turns”… that sort of thing.

Those may not be the exact terms.

But you get the idea.

We’re talking SALSA dancing here.

Not teaching wannabe alpha males how to kick ass.

But, that’s what I mean by swiping without understanding your market. It will not reap you the sales you would get it you learned your market’s unique pains, language and desires, first.

So anyway, hope that clears things up.

If you want to learn the RIGHT way to swipe, go to:

This is John Angel’s course on the subject.

It’s also my affiliate link.

And if you buy from it, I’ll email you a whole pile of goodies nobody else will get (just email me your clickbank receipt).

OK, that’s all for today.

I already said more than I know.

Ben Settle