Ben Settle

Check out this question that came in:

“Ben, why don’t you ever show us test results? Would love to see some split tests can you show us any?”

That’s the million penny question, ain’t it?

So why won’t I get on the stick and show you the goods?

Why am I “holding out”?

Well, for one thing, I’m not about to share confidential information from client tests. Would you want someone blabbing about your test results to potential competitors?

And secondly, they probably wouldn’t help you, anyway.

In fact, they may even hurt you.

Why?

Because I’ve seen many test results.

And you know what I’ve discovered?

In many cases, what applies to one market/product/business doesn’t directly apply to another. What works (for example) in the self defense market could get you killed in the dog market, the golf market or in probably any female-dominated market.

One person’s winner is sometimes another’s bomb.

I’ve seen it time and time again.

One dude swears on his mother’s grave using only video (no text) is the 8th wonder of conversion… only for someone to blindly only use video too (without even bothering to test) and lose his shirt.

Same with everything else, too:

Physical vs digital products… long copy vs short copy… HTML vs plain text… morning vs evening emails… long headlines vs short headlines… and the list goes on.

There’s no one size fits all.

Every product is unique.

Every market is unique.

And every market/product/timing relationship is unique.

That’s why, if I HAD to make a sale or be beheaded… and was given the choice to look at some goo-roo’s test results or use proven persuasion principles (based on sound psychological laws instead of “tips and tricks”), well, I know what I’m studying.

And it ain’t gonna be the goo-roo’s tests.

Especially if they’re in a different market altogether.

So anyway, I’m not against testing by any means.

I think you should test.

But do it based on knowledge of YOUR market and product.

And not on someone else’s.

Ben Settle

P.S. For lots more ideas to test that have worked for all kinds of different markets and products (and are used by some of the world’s highest paid copywriters) check out:

Been getting questions about testing, lately.

Usually, they ask me which headline color works best… what font pulls the most orders… where to put the product photo graphic… and so on, and so forth.

You know what I tell ’em?

I think they’re wasting their time.

Hey, it can’t hurt to test those things.

But it’s usually much more profitable to put your energy into what I call the “gross” sales letter components… instead of the “fine” components.

What does that mean?

Well, let’s take martial arts as an example.

Most martial arts involve “fine” motor movements — like reverse punches, head kicks, wrist locks, arm bars, hip throws, etc. These may work in a classroom… but can get you seriously hurt (maybe even killed) in a REAL attack with some drooling rapist or cold-blooded psychopath in an empty parking garage.

Why?

Because these moves are too complex.

They’re almost impossible to pull off when you’re shaking from a white-hot adrenaline dump and can’t even unlock your car much less execute a spinning high kick.

Just ain’t happening.

So you know what the smart fighters do?

They use “gross” motor movements, instead.

These are movements you can do without thinking — like throwing a hard elbow into someone’s soft eye or kneeing them in the ballz.

You know… the “dirty” stuff.

Same with sales letters, too.

Frankly, when “doing battle” in your market… your chances of wiping the floor with your competition are FAR greater testing and honing in on the gross moving parts of your ad (like your headline, lead, story, close, offer, etc)… instead of geeking around with the fine parts (like headline colors, fonts, etc).

The green stuff’s in the GROSS moving parts.

Not in the fine.

And you know what?

This is EXACTLY the kind of info I’m teaching (in depth) in the next several Crypto Marketing Newsletter issues. When you graduate my “dojo”, you’ll know how to make your competition eat the pavement no matter how tough their ads are now.

But you can’t dawdle.

The next issue goes to the printer Friday.

Grab your subscription here…

Ben Settle

So we went on a little road trip couple weeks ago.

It was nothing exotic — just a trip to our doctor and dentist who’re 3 hours away. (Hey, good healthcare is rare out here in the “sticks.”)

Anyway, much of the drive is through “bigfoot country.”

No… we didn’t see BF.

BUT… we did see another “monster” even FREAKIER.

Here’s what I mean:

When we got to town, we decided to grab a slice of pizza from a popular pizza joint. A place everyone raves about, gets great reviews and that’s a “household name” in the area. So we hopped into the Settle-mobile, and sped off to get some. Except… what should have been a two minute jaunt down the street, turned into a 30 minute goose chase… since we couldn’t FIND the place.

You see… it had no sign.

Can you believe that?

It was extremely frustrating, too.

Frankly, after about 20 minutes I was ready to abandon the chase until, by sheer accident, we stumbled into it.

Ironic, isn’t it?

This is supposedly the BEST pizza joint in the area.

Yet they didn’t even have a sign.

Freaky.

I wonder how much moolah they’ve lost from that?

How many said “screw it!” and went elsewhere?

How many WOULD have bought if they saw the sign?

It’s just like an ad without a headline (or with a WEAK headline) — even if you have the best product, a world-class sales letter and hundreds of glowing testimonials singing your praises… if nobody SEES or notices (if the headline’s lame)… it’s all for naught.

No sale for you.

The battle truly is won or lost at the headline.

No ifs, ands or buts about it.

And that’s why the next issue of The Crypto Marketing Newsletter is ALL about headlines. Including how to get DEEP into your prospect’s psychology and bang out headlines that let you blow right past your competitors (even those with better “copywriting.”)

This ain’t just a bunch of headlines to swipe, either.

This is the MENTAL side of copywriting.

The part you can’t get from templates or swipe files.

Anyway, this issue goes to the printer Friday.

Go here to subscribe, while there’s time…

Ben Settle

This may sound weird.

Maybe even… (gasp!) dorky.

But many of my best ads have not been for the most souped-up products with the kung-fu grip and gazillion free bonuses. Or for products with the best track records. Or even the ones with the most credibility.

Instead… they’re simply products created by “fanboys.”

What’s that?

Well, according to my dictionary, a “fanboy” is:

“an obsessive male fan
(usually of movies, comic
books, or science fiction).”

But this applies to OTHER areas of life, too.

Like, for example, “marketing fanboys.”

(BTW, the female equivalent is “marketing nerd girls”).

I mean no disrespect here, either.

I’m a marketing fanboy myself.

We’re the kind of people who eat, sleep and breathe our businesses 25/8 — 367.5 days per year. And who’ll drive you batty on long car trips because we simply can’t NOT talk about business. (Including pushing the automatic door lock button on the car when passengers attempt to “escape” while we extol the virtues of our next breakthrough…)

But you know what?

Writing ads for marketing fanboys (whether for yourself or for a client) gives you a HUGE advantage.

How?

For one thing, the ad’s virtually written for you.

Just turn on the recorder and let them talk.

Or, get someone to interview you, if writing your own ads. (You probably know lots of cool stuff you’ll never think about unless someone digs it out.)

And secondly, they got personality.

Personalities people in their markets are often irresistibly attracted to because they share their passion.

But, what if you’re not a marketing fanboy?

What then?

Start selling products you ARE a fanboy (or nerd girl) for.

Hey, snark all you want.

But if you’re not a fanboy for your product or service, then maybe you’re selling the wrong thing.

Just something to think about.

Ben Settle

P.S. The next Crypto Marketing Newsletter is the first in a series of 5 issues showing you exactly — from point “A” to Zebra — how I write sales letters that compete (and win) in some of the most overheated markets on the Internet (golf, self defense, supplements, etc).

I’ve not released much of this info anywhere else.

(Not even in my copywriting book).

So this is “it” — my entire process on a plate.

You can subscribe at:

So I saw “Kick Ass” last night.

What an adrenaline rush!

You simply haven’t lived until you’ve seen an 11-year old girl single-handedly take down the mafia while cussing like a sailor (that remark’s gonna get me in trouble, isn’t it?)

But don’t worry.

I didn’t let all the mindless geeky, fanboy carnage keep me from observing the all-important marketing lesson in the movie:

The power of media publicity.

Here’s what I mean:

The movie is about a teenager who wonders why nobody has yet taken up a cape and mask and stood up for the weak, helpless and victimized.

So he decides to do it himself.

Now, I don’t want to give away too much here.

But after getting beat up a LOT (it ain’t pretty)… he eventually ends up doing something truly brave, which gets the attention of the mass media (including the news and late night talk shows).

He then becomes an overnight sensation.

With thousands of adoring fans, an endless string of wannabes copying him, and even a hit put on him by the mafia!

And you know what?

This can sometimes happen in business, too, when using publicity.

I’m not talking about Internet PR, necessarily.

That’s great for backlinks and SEO, etc.

I’m talking about REAL publicity — getting on “for real” radio shows, TV shows or in magazines and newspapers. Doing this makes you an instant celebrity. Frankly, you can be a total newbie now… but the second you appear on a radio show or pop up in the papers you become an expert in everyone’s minds.

Doesn’t matter how many degrees you have, either.

Nobody will care.

Once you’re in the media you’re “it.”

This is the kind of credibility you can’t pay for.

Ironically, you can only get it free… by using publicity.

Anyway, just something to chew on, true believer.

Until next time…

Ben Settle

P.S. For more about using the media, check out the private Yahoo group set up for paying Crypto Marketing Newsletter subscribers. It contains a ton of sample press releases and ideas I’ve used (it’s not theory) to get lots of PR.

You can subscribe today at:

It’s a miracle…

I FINALLY uploaded a new podcast.

(Can’t even remember the last time I put a new one up.)

It’s about 38 minutes long, and is all about Biblical examples of marketing, sales and persuasion — both from the Old and New Testaments.

Some of the tips inside include:

• How online marketers can almost instantly start selling more products and services. (This secret was used all the time by copywriting “legend” Eugene Schwartz — who was a high level Biblical scholar — in his marketing, and makes selling as easy as falling off a log.)

• Why King Solomon (who was granted divine wisdom by God) probably would have been a HUGE fan of sending daily emails.

• The strange (but true) reason why most selling today is nothing more than the marketing equivalent of pornography.

• The Apostle Paul’s simple 3-step copywriting system that’s since been used (consciously or unconsciously) by some of the most successful salesmen in history.

You can tune in now by MP3 download or streaming audio below:

Christian Marketing Secrets (38:10):

Much to some peoples’ annoyance… I don’t do affiliates.

And lately, people have been asking me why.

Is it because I’m crazy? Do I like losing out on more of the green stuff? Don’t I know everyone online who makes lots of money uses affiliates?

So I thought it high time to set the record straight.

Here are some reasons I don’t do affiliates:

1. Physical products

My products are all (with one exception) physical. And, after dabbling with affiliates a while back, I realized what a headache it’d be if there were returns from their customers, etc.

2. FTC

Due to recent FTC rules (and by all means, correct me if I’m wrong), I would have to watch what my affiliates say when selling my products… or I could be held liable for any false claims.

Not very appealing.

3. Crappy manager

I hate managing money owed to others. It throws off my accounting mojo, and gives me a headache just thinking about it. Not to mention the freaky trend of anti-capitalism state sales tax laws emerging (i.e. “Amazon Tax”) that could soon make it extremely burdensome for any publishers using affiliates.

4. I preach to the choir, not the uninitiated

This is the most important reason:

The sales letters for my products are intended for people who are “pre-sold” on me, and are on my list already. They’re not intended (or written “to”) cold or even luke warm prospects — which makes them unsuitable for most affiliates or JV deals.

Now, this COULD all change someday.

I never say “never.”

But this is how it is for now.

Fact is, there are many pros and cons to having affiliates, and I would not tell anyone they should or should not use them. (Contrary to popular opinion, there are many high income earning marketers who do NOT use affiliates.)

For some it makes perfect sense.

For others… not so much.

There’s no “one size fits all.”

But that, my friend, is a subject for another time.

Ben Settle

P.S. Despite the above, I actually think affiliate marketing is pretty cool, and even sell a product (using affiliates — via clickbank) on the subject.

It’s called The Affiliate Trump Card.

If you’re interested, you can read about it at:

Remember my last email about “Sun”?

It’s the tabloid publication I said was one of my main inspirations for my marketing, copywriting, emails, blogs, articles and all that jazz.

Well, check this out:

This last Saturday I copied out some of the more interesting and outstanding headlines from the cover, the articles and some of the ads inside.

Not just for my own inspiration and ideas, though.

But for YOURS, too (if you want them).

And without further ado… here they are:

• Rednecks Shoot Down Angel Over Trailer Park
• Beat Brittle Bones — With Beer!
• Real-Life Phantom Of The Opera Stalks Historic Theater
• New Strategy Game Can Save You From Blindness
• Breakthrough Brings Feeling To Fake Limbs
• Secrets Of History’s Greatest Artists
• World’s Warmest Jacket Keeps You Snug At Minus 450 Degrees!
• What Does Your Wallet Reveal About You?
• Classical Cellist Sued For Recording Sad Song
• Bachelor Picks His Bride — By Spinning The Bottle
• Seven Warning Pains You Must Never Ignore
• Why The End Times Have Already Begun
• Satan Stalks The Vatican!
• Real Life Sleeping Beauty Is No Fairy Tale Princess
• Virgin Mary Tears Have Amazing Healing Powers
• Future Stereos Designed With Dogs And Cats In Mind
• Roller Coaster Helps Students Make The Grade!
• Teen Discovers Billion Dollar Booty
• Brain Injury Turns Two-Fisted Fighter Into Talented Artist
• Health Glove Soothes Arthritis Pain

How’s that for headline & idea “fodder”?

It’s so easy to adapt this stuff.

And, kinda fun, too.

Anyway, this is just one (of many) reasons I encourage you to sally forth on over to ye olde supermarket checkout line and grab a copy of Sun today.

The phantoms and psycho rednecks are standing by…

Ben Settle

P.S. Did you like these headlines?

Would you like a giant STASH of them (literally hundreds, if not THOUSANDS) more… free?

When you subscribe to The Crypto Marketing Newsletter you get access to a private yahoo group where I’ve put a link (I call “Big Foot’s Best-Kept Secret Swipe File”) to a secret webpage with hundreds… maybe even thousands (I have not even counted them all) of headlines even BETTER than these.

You can subscribe over at:

My favorite “marketing” magazine arrived yesterday.

A magazine I’ve found especially helpful and inspiring for marketing, sales, copywriting, writing emails… the whole shmear.

Which magazine do I speaketh of?

Is it The National Enquirer?

No… frankly, I’m not even sure why so many marketers get the warm fuzzies about the ‘Enquirer. I know it supposedly has all the best headlines or whatever.

But I just don’t see it.

When I used to read it, I’d either fall asleep or toss it in the trash out of sheer boredom. After all, it’s basically just a bunch of celebrity gossip: Who’s sleeping with who… which model now has the most cellulite… which actor is secretly gay… blah blah blah.

Just not my bag, I guess.

OK, so if not the ‘Enquirer… is it “Cosmo”?

Negative.

I admit, Cosmo has some great headline “structures”, and I’ve found it particularly useful for short, punchy ad headlines, subject lines and blog titles.

But most of them are actually custom made for chicks.

And since I write exclusively to male-dominated markets (golf, self defense, etc) I don’t wanna let all that estrogen-laced verbiage and psychology seep in.

What about “Men’s Health”?

I do enjoy MH, no doubt.

I especially like the “Jimmy the Bar Tender” Q&A section, he’s a MASTER at using storytelling to get his message across.

A great read, but not my favorite for marketing.

So which one IS my favorite, then?

It’s simply called…

“Sun”

A very BORING name for a very cool publication.

It’s basically a Weekly World News “spinoff.”

And instead of lame celebrity gossip… it’s a smorgasborg of bizarre conspiracy theories, Bigfoot (and other monster) sightings, miracle healings, wild predictions and crazy stories about ordinary people doing extraordinary things.

I can read this puppy cover to cover.

It’s just a FUN read all the way through and I highly suggest it as a marketing tool.

Anyway, you can grab it at a supermarket near you.

And tell ’em Bigfoot sent ya.

Ben Settle

P.S. Check out chapter 2 in The Copywriting Grab Bag for an especially profitable way to use the Bible, your bathroom and a magazine like “Sun” to generate all kinds of ideas for your ads, sales letters, emails and other marketing activities: