Ben Settle

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

I get the following question a lot and I want to clear it up, especially for new subscribers that found their way to my “cyber cave” recently and have been asking this.

Anyway, here’s the question:

“Ben do you offer copywriting services?”

And consulting, emails, critiques, etc. (The questions come in all kinds of shapes and colors).

The answer 99% of the time is no.

Why?

Mostly because I’ve been working on retainer for the last 9 months. But I never say never, either — especially since that gig gets a bit “one key” sometimes, and a change of scenery by taking on a completely different project on the side every now and then would probably do me some good.

So… here’s my menu of services:

It’s all laid out pretty clearly there.

Don’t worry, though.

There’s no long 20 page sales letters to scroll through, and no lecture on why you need copywriting, etc

(I don’t know why freelancers do that…)

OK, that’s all for today.

Tomorrow, something else.

Be here or be nowhere…

Ben Settle

P.S. The next Crypto Marketing Newsletter issue goes out soon. It’s all about how to implement a very simple but extremely profitable sale using just email.

To subscribe, go to:

Recently someone said I was… mean.

It was because of something I said during the Copyblogger.com interview last week — specifically where I said most people who are writhing around online blindly copying their competitors or drinking deeply of their favorite goo-roo’s kool-aid should not even BE in business at all.

Why would I say this?

Is it because I’m some kind of elitist “a-hole”?

No, it’s just an observable fact.

Roughly 97% of people are not cut out to be in business.

They don’t think for themselves.

Won’t make a move without someone holding their hand.

And can’t be bothered to put the necessary effort in for any kind of sustainable, long term success.

BTW, not saying they’re incapable of succeeding.

(The Internet makes it as easy as falling off a log).

Just that they won’t do what’s necessary.

More:

Most people really are better off living their lives in safety — taking orders, running errands and carrying reports to their superiors.

Being reliable isn’t enough.

And working hard isn’t enough.

There’s a certain “mindset” at play.

Where the best business people (who ultimately make it) are not afraid to be themselves.

To break rules.

And do whatever is necessary to get the job done.

(Without going “dark side” ethically, of course.)

This is why The Crypto Marketing Newsletter has been such a blessing to me and many of my subscribers. One of the “unadvertised” bonuses you get is to hang out with other “for real” business owners in the private yahoo group.

We kick around solutions to each other’s business problems.

Critique each other’s ads.

And exchange ideas.

If you want in, subscribe at:

Ben Settle

You’ve heard it here before:

What people SAY they want and what they’ll actually PAY for are almost always two different things.

Take New York, for example.

People are leaving in mass.

Specifically, people under 30.

The reason?

One of the big reasons cited is high taxes.

Now, this is the demographic that overwhelmingly backs the typical “we need to raise taxes for XYZ” reason (fill in the blank — the children, schools, roads, yada yada yada) and (as a whole) vote for the high tax candidate.

And therein lies the irony:

They vote high taxes in… then leave to not pay them.

Question is why?

Because it’s not what they really want. Just like a few years back when Seattle wanted to tax coffees to pay for child daycare and local opinion polls (i.e. “surveys”) showed a whopping 70% of people were for it.

But then guess what?

The measure fell flat on its assimus.

A full 68% rejected it.

(The exact OPPOSITE of the poll data.)

The point?

People often say they want one thing, but then proceed to “vote” for the opposite (with their wallets, their feet, whatever).

So again, ignore what people SAY they want.

Look at what they actually buy.

Buyers are liars, after all…

Ben Settle

P.S. If you want to bring out the buyers on your list with a surge of new sales (while making your customers happy as clams at the same time), then check out the next Crypto Marketing Newsletter issue that goes to the printer in a couple weeks.

It’s got two examples of exactly how to do an email sale.

All you need is a list and testimonials.

Then just plug in the “formula” I hand you.

Can’t make any promises.

But, I’ve yet to see this NOT work.

Subscribe here while you can:

Last week I was interviewed for Copyblogger.com

The topic?

Email marketing, including why I think swiping emails is stoopid (and dangerous)… The 3 best ways to get your emails opened… How to write emails that get read (and bought from) even with a weak subject line… and lots more.

It’s short, sweet and free at:

As an added goodie…

I also put my notes for the interview in a PDF.

So what?

Well, there were some cool email tips I didn’t get to share on the interview, but that are in these notes.

You can grab them here:

Ben Settle

P.S. More on email:

If you want to see exactly how to create quick cash flow or launch (or relaunch) products with the lowly email, then next months’ Crypto Marketing Newsletter issue contains two easily-adapted game plans you can adapt for your offers.

All you need is a list and some testimonials.

It’s almost laughably easy, too.

And it’s the most reliable way to make sales I’ve ever used.

Subscription details at: