Ben Settle

I used to swipe hard.

The 18 page sales letters. The 34 word headlines.

But I didn’t start writing ads that made lots of sales until I swiped less — a lot less. In fact, I used to swipe so much, I had certain ads practically memorized and would take one section from one ad, nail it next to another section of another ad, smooth over and run,

The result?

Ads that were not even fit for print.

I mean, just horrible.

But you know what the worst part was?

I didn’t realize until later that the Internet sales letters I was swiping were simply no good at all. And that, instead, I should have been studying (not swiping) OFFLINE sales letters that are tested in the cold, brutal world of direct mail.

Sales letters like…

• Eugene Schwartz’s Dr. Chang sales letter

• The Wall Street Journal control

• John Carlton’s martial arts and golf ads

• Joe Karbo’s “Lazy Mans Way To Riches” ad

• John Caples’ “They Laughed When I Sat Down…” ad

• Agora’s International Living sales letter

• The “Who Else Wants A Whiter Wash” ad

• Winning Gary Halbert & Gary Bencivenga ads

And the list goes on.

Anyway, here’s the point:

If you’re going to study copywriting, study the best.

Forget the rest.

And don’t forget to test.

Booyah.

Ben Settle

P.S. If you got the joke in the first couple paragraphs of this email, then you are a true copywriting geek and I hereby award you a no-prize.

Congrats!

P.P.S. For more advanced copywriting training, see the copywriting bonus you get when you subscribe to The Crypto Marketing Newsletter:

Got an interesting email question yesterday.

One of my subscribers got an email from Early To Rise that was basically your typical pre-sale email (trying to “butter you up” to read the sales letter) and then, instead of a link to a sales page, they put the entire sales letter IN the email below the email message in HTML, all formatted and pretty.

Anyway, he wanted to know my opinion.

Specifically, shouldn’t they send you to a landing page, instead?

Well… not necessarily.

Personally, I’m a big believer in that the LESS clicks you make someone do, the better your chances of making the sale.

Why?

Because people have non-existent attention spans.

Yes, myself included.

(ESPECIALLY myself included.)

All it takes is a ringing phone, an instant message, a skype call, another email or a gazillion other distractions to take you from the A pile to D pile (i.e. the delete folder).

And that’s why I found ETR’s email to be utter coolness.

They took the click out of the equation.

And it could very well be they are seeing a bump in sales by putting the entire sales letter right in the email.

Veddy interesting.

I love seeing different email formats.

And I may just test this one out soon.

Ben Settle

P.S. If this topic interests you… one of the 12 bonuses you get when subscribing to ye olde Crypto Marketing Newsletter is an hour long power education on email marketing I did for some of Daniel Levis’s customers.

You can read more about it at:

Tomorrow’s election day in the US.

You know, a lot of people go into national politics with (somewhat) good intentions, only to end up being the biggest shysters and liars of the bunch after a few years.

You can almost set your watch to it.

Even the 2 or 3 politicians I LIKE are watched like hawks.

And I never really trust any of them.

Why?

Because government is NOT your friend.

It’s not “Santa Clause”, either.

It’s inherently heartless and amoral, and is the biggest mass murderer of people in world history. (More people were slaughtered by their own governments in the 20th century than were killed by war, civil war, and individual crime.)

And it’s folly to think “your guy” (or gal) can tame it.

Ain’t gonna happen.

It’s like The Ring in the “Lord Of The Rings” books.

Just like The Ring, government is powerful, seductive and treacherous. And yet, good people ALWAYS think they can use it (even if temporarily) to win the day for the good guys, only to be seduced, betrayed and eventually destroyed by it.

So don’t trust government.

And don’t trust politicians, either.

Especially if you’re an entrepreneur.

(And even MORE especially if you’re successful.)

Anyway, that’s my take on it.

Happy voting!

Ben Settle

How about some “marketing monsters” Halloween action today?

Remember those?

They were a series of emails about all the blood-thirsty marketing monsters roaming the Internet looking for hapless victims to rob, plunder and, in some cases, ruin.

So sharpen your stake and grab your pitchfork.

And let’s get. it. awwwn…

FREEBIE-SEEKING FRANKENSTEIN

This monster roams the countryside looking to attach new parts to his body. And after you’ve given him a free arm, leg or other valuable part of yourself…

… he doesn’t stop!

He relentlessly lurches towards you, arms stretched out in front of him, chasing you around to give him even MORE free stuff.

Unfortunately, you can never defeat him.

The bastard’s practically immortal.

But you CAN ward him off.

First by ONLY giving him something small.

And second, by making it clear everything else must be paid for.

HELLHOUND LAWYERS

These vicious beasts foam blood at the mouth and lack souls.

They do truly nasty things, too — like seek out deals to kill… drag innocent people through frivolous litigation to take as much moola as they can… and sometimes even defend the other marketing monsters who have attacked **you**!

These killer canines are cunning and vicious.

Often the only way to beat ’em is with your OWN hellhound lawyer.

Pray one never catches your “scent.”

HYDRA OF HYPE

You often see this giant, dragon-like thing with multiple heads in highly competitive niches.

Like diet, biz opp, work-at-home, etc.

And each time the law cuts one of its heads off, a new, even MORE hypey head re-grows in its place — breathing even MORE fiery hype, screaming headlines and exaggerated claims they can’t back up.

The law cannot slay this beast because of its regrowing heads.

However, it’s easily avoided.

If you listen, you can hear it coming a mile away.

CREATURE FROM THE BROKE LAGOON

This thing is slippery like a fish and is hard to catch.

He likes to swim around forums, blogs and anywhere else he can parrot bad advice that’ll keep you broke. The difference between him and the other monsters, is this creature doesn’t KNOW he’s doing bad.

In fact, he thinks he’s doing GOOD.

He thinks his half-baked advice based on theories and hearsay work — even though they have never worked for HIM.

But, since he needs to survive, he tries to sell it to others.

Usually as an affiliate for something he’s never used.

Stay away from his swamps — like forums — and you’re safe.

COPYWRITING CRYPT KEEPER

This emaciated wretch is more a danger to himself than you.

He haunts the marketing graveyards constantly running ads that are lifeless, useless and don’t have a popsicle’s chance in hell of working.

Plus, his laugh is annoying and he’s kinda stinky.

But other than that, this shriveled up bag of skin is no threat.

Unless, of course, you copy & swipe HIS advertising…

CONTENT STEALING CYCLOPS

This insidious monster has just one eye.

And it’s always fixed on OTHER peoples’ content and stealing it.

He never speaks or talks. He just grunts and snarls and glowers over everyone’s content with his one, piercing eye. When he finds something he likes, he shamelessly takes it (with no regard to ethics, rules or copyright laws) and puts it on HIS websites.

To make matters worse:

It’s almost IMPOSSIBLE to find his lair.

He has no email, phone number or contact info.

And since he puts your content on sites like “blogspot” blogs, you have no recourse except jumping through hundreds of hoops that are not worth your time.

There’s not much you can do about this one.

But there are ways to use his evil deeds to your advantage if you use a little strategy.

THE SWIPE & STEAL SLIME

This shapeless mass of goo (roo?) oozes around the Internet absorbing everyone else’s ideas, ads, and sales letters. And then, when he wants to pitch something, shamelessly takes whatever he’s absorbed and uses it as his own.

There’s not much you can do about these monsters.

They’re impossible to catch since they have no real “substance”.

But it’s good to be aware of them.

Otherwise they could absorb YOU and make you a blob like them.

SERIAL REFUNDING SUCCUBUS

This elusive demon likes to hop from one business to the next — buying products, copying the content, and then refunding them while you’re sleeping.

More:

You can sometimes see it lurking on sites like clickbank and anywhere else they can have an easy refund policy. And you know it has struck when you make a sale and, within a few days, it’s already been returned.

Unfortunately, it usually attacks while you’re sleeping.

But you CAN help stop its rampage.

Simply keep a file (like I do) of anyone who refunds with a lame excuse and don’t sell to them again.

You can also tell your colleagues to watch out for them, too.

BUREAUCRATIC BOOGEYMAN

Just like hell hound lawyers, these things lack a conscience.

They love to sneak into your personal life, your private records and even your bank accounts… and take and use whatever they want for their own twisted ends.

Unfortunately, LOTS of these monsters roam the countryside.

With more and more created each day.

And the more successful you are, the greater the chances they’ll target you. So make sure you’re prepared.

Their bite can literally murder your business.

GURU GHOUL

This monster often appears as a “guru.”

And he looks exactly like an expert.

Yet, he’s the complete opposite!

You see, what he does is, he lures unwary newbies in his market (usually “rabid” markets) to his cave and devours their every last penny — while delivering little or no real value.

And to make matters worse…

He is a master at using “social proof.”

In fact, he’s so unbelievably good at using it, his victims actually think he’s doing them a favor — almost like it’s a privilege — as he consumes their last dime.

OK my friend, that’s all for now.

These are the most ruthless monsters roaming the Internet.

If you want to protect yourself from their wrath this Halloween, put away the candy and get thy bootox to the castle armory and strap on a few of the weapons you can find at:

’tis the best way to defeat these cunning fiends.

And make some of the green stuff, too.

Ben Settle

A reader wants to know about bogus refunds:

“Ben, should I give bogus refunders their money back or fight it? It really bothers me having to give someone their money back when they ask for a refund so quickly they could not have had a chance to use the product. Thoughts?”

Sure thing, chief.

First, I suggest giving their money back.

Yes, you could fight it.

And you might even win in a chargeback situation.

But how much is your TIME worth?

You know, I’ve observed something kind of amusing about refund artists (i.e. people who know they’re going to refund when they buy — which, in my opinion, is ALWAYS the case if you sell a quality product).

They either…

(1) Refund right away or…

(2) Wait until a few days before the end of the guarantee period, to make it look like they used the product, etc.

Interesting, isn’t it?

Now, watch the goo-roo fanboys start refunding in the middle of the cycle after this email is published 😉

But I think ALL refunds (for a quality product) are bogus.

So the timing is irrelevant, either way.

Just don’t even sweat it.

Focus on the winners, not the losers.

The rest will take care of itself.

Ben Settle

P.S. We’re getting down to the nitty-gritty deadline to get the next Crypto Marketing Newsletter issue (about finding joint ventures) before it goes to print.

There’s still a little time if you hurry.

Subscription info at:

Once upon a time I thought I would be a video editor.

It’s what I wasted over $10k in college to learn.

And it WAS kinda fun.

So a year or so after graduating, I applied for an assistant video editor job in downtown Chicago for one of the more prestigious video editing houses at the time. A very nice place, top notch (although extremely snooty and elitist) clientele, and one of the “places to be” for anyone looking to break into the biz.

Anyway, I was definitely not the most qualified.

I had probably 4 months of real experience.

And yet, I got the job without a fight.

In fact, I only went in for two short interviews!

And this is despite the fact there was a line of applicants (many more qualified than me) including an in-house guy who worked there already, who really should have been promoted to the position before giving it to someone else.

What did I do to snag this golden opportunity?

What was my secret?

Well, nothing, really.

I just happened to live in the same small town that two of the senior video editors grew up in!

Can you believe that?

Well, as the old saying goes:

“A good lawyer knows the law, but a GREAT lawyer knows the judge!”

And you know what?

This is true in business, too.

Your chances of doing business with someone with a fat list of people who’d love to buy your product has FAR more to do with you knowing the list owner than having a great product.

Hey, I didn’t make up the rules.

That’s just how it is.

And here’s why I bring it up:

Doing joint ventures is what the November Crypto Marketing Newsletter issue is ALL about.

Not just online JV’s, either.

But also in your local area, too, if you want.

IMHBAO, it’s the most profitable “skill” you can have.

You still have time to subscribe at:

Ben Settle

I’m often asked why I close blog comments?

What’s my problem?

Don’t I know this is Web 2.0 and “everyone” knows you give unfettered access to yourself, and the old school idea of making yourself inaccessible is dead?

Guess I didn’t get the memo.

But you know what’s funny?

Lots of people who DID get that memo (and followed its dictum) are seeing the light and shutting their comments down, too.

Now, I can’t speak for anyone else.

But for me, time is a big factor.

Open blog comments is like leaving the door open in a populated office, and having constant interruptions and chats with everyone who walks by.

Not saying that’s always bad, necessarily.

Some people seem to thrive on it.

And you CAN get good intel from comments.

But, in my situation, I spend the vast majority of my time working on various other projects that pay out far more than my own sites do.

It’s that whole 80/20 thang.

Now, does this mean I cut off ALL contact?

Not at all!

If someone emails me a question, they go in a folder for later where I may answer it publicly in my daily email tips.

Of course, customer service emails are answered ASAP.

But, here’s the good news:

I do have “comments” on (so to speak) for Crypto Marketing Newsletter subscribers. In fact, you can enter my private online “lounge” (it’s a yahoo group) and ask me all the questions you want, any time you want… throw your ads in for critique (by the other subscribers and myself)… bounce ideas around… form mastermind groups… do joint ventures with each other, etc.

The cost?

A “whopping” $27 per month.

About 90 cents per day.

Anyway, you can subscribe at:

Ben Settle

So you want to be “the man” (or woman) in your market, eh?

Wanna be numero uno?

The big dawg?

Then check out these mangos:

Several years ago talk show queen Oprah Winfrey met up with a struggling counselor who was a complete nobody. We’re talking about a total unknown — the kind of guy nobody would mistake for a success. But then one day, Oprah told her (massive) audience how much she loved his stuff, how he was the best thing in the self help world since sliced EST, and how he was the man when it came to helping people with their angst and problems.

Well, guess what?

This “nobody” went from zero to HERO.

Without doing any advertising.

And in a single afternoon!

Her audience immediately said to themselves, “well if he’s good enough for Oprah and she says he’s great, and I trust her, then he must be great.”

Thus, Dr. Phil was born.

(At least, that’s how I heard the story.)

Anyway, this former nobody is now famous, where people recognize him as readily as they recognize their next door neighbors. And it’s all because Oprah took a chance on him and “transferred” all her credibility to him on one of her shows.

Such is the power of joint ventures.

Yes… one of TV’s biggest names came from a simple JV.

And let’s face it:

He ain’t the most talented counselor in the world. Is probably no smarter than his colleagues. And likely puts his shoes on one foot at a time, too.

But… he did business with Oprah.

And his colleagues didn’t.

And you know what?

You can hook up with people in YOUR market with influence and prestige like this, too, if you know what to do.

It ain’t voodoo, either.

(Heck, it ain’t even psycho-babble!)

It’s just doing a few things right I’ll show you in the November issue of The Crypto Marketing Newsletter.

But it goes to the printer soon.

So if you want in, sally forth over to…

Ben Settle

Once upon a time I read a funny tweet.

It was by marketing mega genius Terry Dean.

And it basically went something like this (paraphrased):

“Isn’t it funny how gurus selling traffic courses only use joint ventures to sell them with?”

Kind of ironic, isn’t it?

But in the goo-roos’ defense, you can’t blame them.

Joint ventures (where you “team up” with another business, or multiple businesses, for mutual profit) are probably the fastest, easiest and most “pain free” way to build a business ever invented in world history.

They go back a looong way, too.

Even back to ancient times.

And these days (especially online), they make doing business almost as easy as falling off a log. Frankly, I built most of my business on JV’s. In fact, I remember paying off a bunch of debt, including my car, about 6 years ago with ONE joint venture with the right people.

Anyway, here’s the point:

A lot of people are looking for a “magic” way to get started.

Well, JV’s ain’t magic.

But they sure can kick-start a business fast.

And you know what?

In the November Crypto Marketing Newsletter (which goes to print in less than two weeks) I show you 12 different ways to do joint ventures — including ALL the ways I’ve used (and continue to use… this ain’t a bunch of theory).

Anyway, very important training.

Especially if you want to grow your business lickety-split.

Subscription details over yonder at…

Ben Settle

P.S. You also get a TON of valuable bonuses, too.

Including a couple “unadvertised” bonuses not even listed on the Crypto Marketing Newsletter sales page. Like, for example, access to my Crypto Marketing Lounge — a private online group where subscribers can ask me (and the other subscribers) questions, get stuff critiqued, form masterminds, and yes, even joint venture with each other.

You can join the shin-dig at: