Ben Settle

Last week I saw a weird FaceBook prediction.

Apparently, some folks are scared FaceBook will kill email marketing as we know it after it gets around to creating its own email system, and everyone has a FaceBook email address which (due to FB’s built-in friend-based system) would make doing mass mailings near impossible.

As a result, they think email deliverability will be near zero.

Open rates will drop to nothing.

And maybe even the seas will boil, the dead will rise from the grave, and all dogs and cats will start harmoniously living together, to boot.

Seriously though, let’s humor the doomsdayers for a bit.

Let’s say the email apocalypse DOES happen.

And your entire list primarily uses a FaceBook email address.

What then?

Well, if you do email right… you won’t even FEEL it.

Why?

Because even the most paranoid email users will simply use a NON FaceBook email address to get your stuff. They will then continue to look forward to hearing (and buying) from you. And, in some cases, may even be AFRAID to buy your main product for fear they will be segmented off your list.

That’s no joke, either.

I’ve had this happen several times now — where someone wanted to make sure they wouldn’t be removed from my list once buying.

Why would they fear that?

Well, it ain’t because I use any magical NLP or jedi mind tricks.

No… it’s simply because they enjoy my emails.

I connect with them in a way none of the goo-roos are able to do with their super duper “ninja” gimmicks, that makes the emails fun for them to read and buy from.

And guess what?

You can do the exact same thing.

It’s a lot easier than you may think, too.

And if you want to learn how, then grab the “maiden” issue of The Crypto Marketing Newsletter — which covers 10 ways ANYONE can use to write emails people love reading and buying from.

This first issue goes out next week.

If you want in, jump on the train while you can…

Ben Settle

No time for chit-chat today.

My new print (i.e. offline) newsletter is now launched.

It’s called “The Crypto Marketing Newsletter.” And if you want to see if it’s something you want “in” on, just zippity-doo-dah on over to:

Ben Settle

P.S. Remember Friday’s email about daily emails?

Once in a while someone asks a similar (and equally good) question about why I send out FULL emails, instead of teasers that get people to click to a blog or whatever.

After all, few of the goo-roos do full emails, right?

Well, guess what?

Top email copywriter John Manley (email him at john (at) johncamanley.com if you’re looking for an email copywriter who kicks bootay) recently took the full email vs teaser “taste test” on one of his clients’ lists, and here were his results over 4 unique tests:

Not too shabby, is it?

A 3,000% better conversion ain’t nothing to sneeze at.

And it’s especially interesting how the teaser won the first time… but as the list got “used” to the full emails it wasn’t even close.

Just something to think about.

You can learn 10 easy ways to write emails that are perfect for sending out in full like this (that people love reading and buying from) in the first issue of The Crypto Marketing Newsletter over yonder:

An eagle-eyed subscriber asks…

“Ben, why in the world do you write an email every day? Don’t people get sick of hearing from you? Aren’t you getting spam complaints? How come you do it and none of the gurus do?”

All excellent questions.

And I thought it’d be fun to list some of the reasons why I email every day (or almost every week day, to be more accurate).

Ready?

OK, here goes…

1. Nobody else in my market does it (so I stick out)

2. Demonstrates my knowledge each day (I once heard it like this: if you’re going to position yourself as an “expert” about something, shouldn’t you have something to say about that subject every day?)

3. Turns OFF the people I don’t want as customers

4. Turns ON the people I do want as customers (and has decreased my spam complaints to almost zero)

5. Helps me generate more ideas for other projects

6. Constantly adds content to my blog

7. More sales

8. My writing is always getting faster (a LOT faster)

9. Helps me identify my best customers

10. Therapeutic (I almost HAVE to do it now)

So anyway, those are a few reasons.

And speaking of email, check out these apples:

In the first issue of my offline newsletter (on sale Monday) I cover over 10 different ways to write emails that make it a total no-brainer for someone to write weekly, bi-weekly and… yes.. even DAILY emails.

But not just any old emails.

I’m talking about the kind of emails people look forward to reading (and buying from), that’ll whip you into a true email stud (or studette).

Anyway, it launches Monday.

If you’re interested, keep an eye on your inbox…

Ben Settle

I’ll always remember 2009 as “the year of the flake.”

Seemed like there was a flake behind every bush.

Flakey accountants.

Flakey doctors.

Flakey printers.

And even my own flakiness reared its ugly mug (i.e. the Crackerjack Selling CD Club I built up for 6 months… only to drop it after 30 days).

I can’t speak for other flakes out there.

But my excuse for flakiness was taking on too much.

Seems I couldn’t tell anyone “no” and jumped into every project I saw. The result was not living up to all my commitments and, yes, being a big, fat flake.

Ugh.

Why am I telling you this?

Because nobody is immune to this phenomenon.

And if you want to INCREASE your amount of the green stuff (i.e. moola)… and also DECREASE your chance of burnout… then simply learn to F-O-C-U-S. I’ve been doing just that this year and, so far, the first 1.5 months of 2010 have been more productive than the last 6 months of 2009!

By focus, I mean don’t scatterbrain on 8 or 9 ventures.

Instead, zoom in on ONLY 3.

Why 3?

Because your brain likes 3.

Which is why, while working on one project, people tend to get cool ideas for the other two projects simmering on the stove.

Example?

OK, right now I’m working on a client sales letter, various emails/pages for another business, and my new print (offline) newsletter I’m launching next week. And it’s amazing how, while working one project, solutions and ideas for the OTHER two projects “slip” into my head — sometimes so fast I gotta stop to write all the ideas down.

Kinda groovy how the mind does that.

Anyway, just something to chew on.

I know it sounds weird.

But less work is the key to more of the green stuff.

Ben Settle

P.S. Next week I’m launching my print (offline) newsletter. The feedback on the first couple issues and bonuses (i.e. bribes) that come with it have been incredible. One hardcore direct marketer (Doberman Dan Gallapoo) said it’s one of the best marketing newsletters he’s read since Gary Halbert’s.

Is it really that good?

IMHO, it’s not even in Gary’s newsletter’s league.

But that kind of feedback from a veteran kitchen table entrepreneur like Dan is a good sign.

Stay tuned for more details…

Lately, I’m unfriending FaceBook “friends” left & right.

There are many reasons why, too.

But usually they fall into one of the “people-who-irritate-the-living-crappola out of me” categories below:

FaceBook Mannequins:

Some people on FB try to give the illusion of perfection to the point where it reminds me of the robots in the movie “Surrogates” — perfect, flawless… and creepy.

Cheapskates:

What is it with people whining about the idea of FB charging a few bucks per month (which is probably a myth anyway), especially when it’s less than what many of them are paying each DAY for their daily Star Bucks sugar coffee?

Sour Pusses:

Who wants to be pals with people who are wound up so tight they have no sense of humor whatsoever?

Wall Spammers:

I wonder if these people have any idea how truly lame (and annoying) all their virtual hugs, shots, Valentine’s Day gifts, and other fake presents are?

Inbox Spammers:

This is when someone CC’s you an FB message sent to 10 other people, and you keep getting everyone’s back and forth banter — whether you care about the conversation or not (with no way to opt-out, except pushing the “spam” button each time someone replies).

Decoy Taggers:

These are the people who put up pictures of buildings or monuments or whatever, then tag as many people on there as they can to, presumably, get all those peoples’ attention. I wonder which social media goo-roo is teaching this?

Anyway, here’s the bottom line:

FaceBook, Twitter, etc can be fun (and amusing).

But they’re crawling with people who seem to have PhD’s in cheapness, lame marketing and wasting peoples’ time with nonsense — and so zapping them from my list is now mandatory.

And you know what?

If you value your time, you may want to do the same.

Ben Settle

Some people wonder why I don’t do eBooks.

In other words… why, for example, don’t I offer Crackerjack Selling Secrets or The Copywriting Grab Bag as digital, instantly downloadable products… and don’t I know I’m losing sales as a result?

Methinks it’s high time I ‘splain myself on this.

Here are some common reasons people give on why you should sell eBooks, and my reasoning against those reasons (how’s that for a tongue twister?)

Reason #1: Hassle mailing & printing stuff

This is a huge myth.

Fact is, it’s LESS work and thinking on your part selling physical products. Why? Because when you have it set up right (with the right fulfillment house) it’s all automated anyway.

For example:

When someone buys one of my books, I get a notice from 1Shoppingcart and so does the fulfillment house. They then print, pack and ship them for me, and send the customer (and me) the tracking numbers (usually books are shipped on the same day).

This way, I don’t mess around with software.

I don’t waste time mailing people passwords.

And I don’t freak out about illegal downloads, etc.

The key thing here is “the right” fulfillment house, though. I’ve gone through 3 in the last 12 months and the 3rd one was the charm. If you need printing and fulfillment done, Rich Selby is your man. This dude and his staff will take care of your business as if it was THEIRS:

Reason #2: No instant gratification

One customer recently said he almost didn’t buy Crackerjack Selling Secrets because of the no-instant-gratification factor.

He has a point.

And I definitely understand where he’s coming from on this.

Some people really do prefer digitally delivered products and hate waiting around for the mail, etc.

But I’ve observed something about this over the years.

Overall (this is not ALWAYS the case by any means, so no offense to anyone in particular), I have found physical product buyers to be MUCH better customers. In other words, they need less hand holding. Don’t complain as much. And have less of an “entitlement” mentality.

They also are better REPEAT buyers.

Why is this?

I don’t know for sure.

But it could be there’s more gratitude and feeling of getting something truly valuable when it’s mailed to you. It’s almost like Christmas when it arrives. It generates good feelings in people about you and your business. I know I feel that way when I buy something that’s mailed to me. But most people don’t exactly drool over downloading “air”. Especially when it has to be printed out and you see how much FLUFF is in most eBooks.

More:

People are FAR more likely to READ a physical book.

That, to me, is the numero uno reason against eBooks. It does you no good to buy one of my books and not read it. Frankly, I’d rather you NOT buy one of my books if you are just going to let the book collect dust on a shelf.

If that means I lose a few sales, so be it.

Reason #3: More refunds

Some say refunds are higher with physical products.

Is that true?

I don’t know, but it could be.

The reasoning is, people often download digital products, they then get “lost” on the hard drive (filed away for later), and then forgotten about until after the guarantee period.

I guess this is supposed to be a good thing.

Almost like the seller is “getting away” with something.

But I don’t agree with that mentality at all.

What’s the point of selling products that are forgotten? That don’t help people solve an urgent (painful!) problem? That don’t make a difference in their lives?

Take Courtney Houde, for example.

Courtney studied my Copywriting Grab Bag book so intensely (scratch that — FANATICALLY) that it helped take him from working the nightshift at Subway to working as an inhouse copywriter for one of the most successful info-marketers on the Internet.

Or copywriter Marya Miller who told me she’s getting so much “milage” out of it, that it’s made a difference in meeting her mortgage every month.

Or Roger Haeske (the “42 year old teenager”) who, shortly after buying it, said just ONE tip alone (on page 106) was already putting money in his pocket with an article he wrote.

Or Terry Dean who said he found something like 10 new things to test on only his first reading.

Or… or… or… ah the heck with it.

I think ya get the idea.

Anyway, hopefully that sheds some light on why I don’t do eBooks (The Affiliate Trump Card being the exception).

I understand I might be losing sales.

And I do realize it makes those who prefer digital products (understandably) annoyed and less likely to buy.

But it’s been more than worth it, so far.

Not only in sales… but in the results people have had.

Ben Settle

P.S. By the way, the above is just the strategy I choose to use for my specific business model. There are some businesses who definitely SHOULD only sell digital products. It all boils down to what’s best for YOUR own unique goals, strategy and marketplace dynamics.

OK, so yesterday I left you on a goo-roo “cliffhanger.”

Remember that?

How I was getting bored of showing all the stuff they do that the average marketer should avoid… and wanted to talk about something they do that IS worth studying to make more scratchola?

Well, here goes…

Once upon a time, I had to study Winnie The Pooh and its effect on culture. Yes, it was kind of strange for a college level class. But kind of entertaining, too.

Anyway, I especially remember Tigger’s analysis.

And how the author purposely made it so he seemed “bigger” than he was to the other animals. In fact, the writer had Pooh say (about Tigger): “He always seems bigger because of his bounces” — meaning Pooh and everyone else see Tigger as being bigger/taller than he actually is due to all his obnoxious bouncing around.

Well, guess what?

In a lot of ways, that’s exactly what goo-roos do, too.

And it’s SMART.

In fact, there is a lot of power in being perceived as the top dawg (or a top dawg) of your niche.

The “go to” person.

The one positioned at the TOP of the mountain.

The (dare I say it?) guru.

Like ’em or hate ’em, they all do this brilliantly.

Sometimes they legitimately ARE the best there is.

Many times… not so much.

But it’s undeniable that being at the top of the “food chain” makes people psychologically more likely to want to do business with you (and nobody else) — regardless of price or conditions.

So that’s one goo-roo gig worth serious study.

To see how they “bounce” in a way that puts them above their competitors and look “larger” to their market.

Hey, it’s what goo-roos do best.

Ben Settle

P.S. There is one VERY easy way to “bounce” like this that Ken McCarthy (an absolute master at positioning) once taught me. Something anyone can do to position yourself as a trusted expert and, in fact, is probably EASIER to do when starting out than if you’re already established.

Details on page 36 of “Crackerjack Selling Secrets”:

Whoa!

Everyone seems to be enjoying these goo-roo emails.

Let’s throw another log on the fire, shall we?

Here are some common goo-roo sales letter mistakes that have spread like a disease into the general marketing population. Mistakes that, in some cases, are hurting the “good guys” (and gals) who observe all this stuff and then are tempted to assume it’s what always works:

• Thinking you MUST have a pre-headline (the little headline above the headline) in every ad, with or without strategy, and with no exceptions. (One client a while back even insisted I put one in just because “everyone else has one”)

• Exclamation marks after every single claim

• Doing lots of bragging (a “red flag” the product has no substance)

• Testing small changes (like headline font and color)… instead of BIG changes (like an entirely new angle, page design or offer)

Look, I won’t say this stuff never works.

Or that it is “always” wrong.

The danger is in ASSuming these things work just because the goo-roo fanboys are doing it and/or teach it (without regard to testing or knowing YOUR specific product/market peculiarities).

You know… I just thought of something.

Methinks it’s time to change things up.

Instead of the goo-roo fanboy stuff to avoid… let’s talk about something they do we can actually PROFIT from. In fact, there’s one thing they ALL do that most any marketer can use to quickly make more profits… is perfectly legal and ethical… and that doesn’t require selling your relationship with your list to the devil.

I’ll explaineth tomorrow.

Stay tuned…

Ben “just making friends & influencing people” Settle

P.S. To see how some of the world’s best (and highest paid) copywriters write their sales letters and ads (HINT: they rarely do any of the goo-roo fanboy wannabe stuff above), hop on over to:

I should have known.

Yesterday’s email about the lame goo-roo tricks prompted some more from my eagle-eyed subscribers that I’d now like to share with everyone.

Check ’em out:

• Not unsubscribing people from lists when they try to leave.

• Saying (in every. single. offer) “But wait — there’s more!”

• Over use of the word “buddy” or the prospect’s name in emails.

Hey, I just thought of something.

Maybe I should opt-in to all the goo-roos lists?

What better way to find out what NOT to do than by watching these yahoos systematically use the same, tired old phrases, tricks and schemes?

On second thought… maybe not.

After all, I may not be able to unsubscribe later.

Dang.

Anyway, to see how the “for real” sales and marketing masters get the job done (without tricks or scheming), zip on over to:

Ben Settle

P.S. Hat tip to Jason, Andrea, Marya and Paul for sending the above examples in, very amusing stuff.