Ben Settle

A few weeks ago, I received an interesting email.

It was from someone who wanted to hire me to write an ad, and one of the things she said was I make writing seem “effortless.”

Which I found kind of ironic.

Why?

Because the reality is I don’t find writing effortless at all.

I find it extremely hard.

I actually HATE writing.

In fact, to quote the late, great copywriter Sir Gary of Halbert:

But… since it pays the bills I do it anyway.

And thank God there ARE ways to make it easier (and even fun).

Below are just a few of these ways…

1. Write every day

Hey, it may sound corny, but it really is true the more you do something, the easier and more “routine” it gets.

2. Write like you talk

If you can talk, you can write.

I know of one person who writes entire BOOKS just by reading into a recorder while driving around and then transcribing it.

3. Don’t try to impress anyone

Forget pleasing other writers or copywriters or whatever.

Say what needs saying and let the chips fall wherever they may. Yes… some people WILL whine and complain. Might as well expect it. But most will love you for it and even become your biggest fans.

4. Be “real”

Be YOU and not a warmed-over version of someone else. Frankly, it makes writing easier, faster and more persuasive.

5. Keep it pithy

When in doubt… snip it out.

’nuff said.

6. Tell stories

This is the EASIEST way to write.

It’s also the easiest way for people to remember your message.

Even memory training experts teach putting everything in story format because it makes it easier for people’s brains to remember and “process” information.

7. Respect peoples’ time

This is a biggie.

One reason ads, emails, blogs, etc are ignored is because people are too busy to be bothered reading them. And if you simply respect your readers’ time (like for example, by being pithy), they’ll be FAR more likely to hear you out (and, yes, buy).

Anyway, just some ideas to consider.

For lots MORE writing tips (used by some of the world’s highest paid copywriters and bloggers), check out:

Ben Settle

Today I got a rather unusual success tip.

Something I’ve personally used myself.

And, if you do it, I believe will have a HUGE and wonderful impact on your business, your profits and even your ego.

Anyway, here’s the scoop:

Back in my MLM days I once attended a “ho-hum” network marketing event that was mostly the “ra ra!” jump-up-and-down antics I usually saw at these things.

And yet, one speech stuck out like a sore thumb.

What happened was, this lady speaker (can’t remember her name) told the story about how she and her husband built their huge business in their small town. And how, whenever they had any success, this psycho chick (apparently her name was “Amy”) would try sabotaging them.

Amy did some really nasty things, too.

Like spreading lies about them (and their kids), trying to get their other businesses shut down, and even trying to have them blacklisted by everyone in town.

Pretty freaky stuff.

Yet, extremely helpful, too.

Because she said, despite Amy’s agenda, they were grateful for her.

Why?

Because Amy became the “driving force” in their business.

Every time Amy tried some new shenanigan, they got that much more angry and determined to succeed (ultimately their business exploded in sales to the tune of hundreds of thousands of smackeroos per year).

And at the end she asked:

“Who’s YOUR Amy?”

Who’s actively sabotaging YOU?

I knew who my “Amy” was.

And this person has no idea how much he/she helped me when the chips were down and I wanted to quit.

Heck, even TODAY my “Amy” sometimes gnaws at my mind.

And each time that happens I end up with some new breakthrough that makes me want to go find my Amy (wherever my Amy is nowadays), get on my knees and say “thank you!”

Anyway, I bet you have an Amy, too, don’t you?

Someone just ITCHING to see you fail?

And who wants to be there when it happens?

If not, then consider making your #1 goal to figure out who your Amy is (everyone’s got an Amy). Then prove Amy wrong (by succeeding). Then go and thank Amy for the “help.”

It’ll be the most therapeutic (and profitable) thing you ever do.

It’ll also piss Amy off 😉

Ben Settle
www.EmailPlayers.com

The following little ditty isn’t for everyone.

But I’ve been getting so many questions about the upcoming Crackerjack Selling CD Club, I wanted to send this to everyone — and not just the notification list.

If you couldn’t care less either way, please delete this email.

It’ll probably bore you to tears.

But if you are interested (or mildly curious) the following will shed some light on what’s going on.

Let’s kick it off with this little zinger I got yesterday…

QUESTION: I’m getting tired of going through the trouble of clicking the teaser links in your daily emails only to see the same page with a sign up form every time. Please stop with putting those dam links in there until it’s ready it’s annoying.

BEN: Your request has been received…

… processed…

… and — BZZZT! — denied.

You see, it’s like this:

1. I get new subscribers every single day and I’d be doing them a disservice not telling them about the notification list.

2. If something persuades you to click each day, then maybe you should figure out WHY. One great way to learn sales is to observe what works on you, yeah?

3. Is clicking a link really that hard?

If so, then I suggest summoning all your might and clicking the “unsubscribe” link at the bottom of this email.

Life’s too short to be on email lists that annoy you.

QUESTION: When is the launch date?

BEN: Hopefully sometime in October or November.

But don’t quote me on that.

QUESTION: What’s it gonna cost?

BEN: Probably $67 per month (but don’t quote me on that either).

Not exactly a fortune.

But it’s not cheap, either.

If you don’t have the budget for this (there’s certainly no crime in that), and if you’re not someone who eagerly applies new sales and marketing information, you’re better off not buying it.

QUESTION: I know you said this will be a physical CD and transcript each month. Will there be a website archive to download the previous months’ recordings?

BEN: Negative.

You will be able to buy previous months’ CD & transcript. But it will be more expensive than the monthly Crackerjack Selling CD Club subscription rate.

Why?

Besides the obvious reason, I also want to reward long term subscribers, and not give others for free what they paid for.

QUESTION: Can I buy the book without joining the continuity?

The book is not for sale anywhere else. The only way to get it is to join the Crackerjack Selling CD Club.

Also, there will be no refunds on this.

You can cancel any time you want, of course. But all sales are final. I want to make it clear to any and all “refund-artists”, they might as well not even waste their time on this.

QUESTION: What the heck’s taking so long?

BEN: That’s a very good question.

Fact is, this project has been plagued by delays. But there IS light at the end of the tunnel.

So patience, grasshopper.

It’s coming.

And the good things come to those who wait, yeah?

Ben Settle

Back when I moved to the coast, I got this cool wall plaque:

Oh how I love this plaque!

Eventually, I MIGHT even have it engraved on a piece of drift wood, tied by rope to a ship’s steering wheel held in the bony fingers of a full sized skeleton wearing a pirate eye patch and hat —

Booyah!

Anyway, why am I telling you this?

Because lately I’ve been thinking a lot about pirates.

Specifically, the ONLINE pirates (what I call “keyboard pirates”).

Like, for example, these hidden continuity hustlers. Or the scum bags who steal peoples’ identities. Or the sociopaths (according to Ken McCarthy, who researches these things, sociopaths ABOUND online) who’ll steal your life savings as easily and “routinely” as if they were ordering a burger at McDonalds.

Anyway, these jerks are working overtime nowadays.

Especially with this tanking economy.

And you know what?

One of the best ways to prevent yourself from being scammed by these criminals is to “arm” yourself with the basics of sales and marketing.

Why do I say this?

Because I can’t tell you how many times in just the past 7 years knowing the simple art (and science) of selling has saved me beaucoup money, time and even peace of mind.

Like, for example, the last time I bought a car.

Or when dealing with ice-cold, “unrelenting” bureaucrats.

Or last year when some cult-like group tried to “work” me into their fold using all the typical (lame) persuasion tricks I saw coming a mile away.

Anyway, here’s the point:

If you have something to steal, the pirates WILL find you.

It’s just a matter of time, mi amigo.

Only question is, will you be ready to take ’em on?

Or will you walk the plank?

Ben Settle

P.S. For 101 ways to sell easily, ethically and without acting like a scum-sucking pirate, check out my upcoming Crackerjack Selling CD Club:

Yesterday’s email to newbies sure rattled some cages!

And the part that made the most noise was when I said:

What did I mean by this, exactly?

Well, I’m not saying ALL launch letters suck. Some are incredibly good and thoroughly tested. But, you gotta be careful with which ones you choose to study, too.

And here are a few reasons why:

1. They Are Sometimes Altered

I personally know at least two top copywriters who slaved away on a big launch sales letter only to see their copy butchered by the client to the point where you had to wonder if a wee kindergardener wrote the dang thing.

2. Some Are (Literally) “Slapped” Together Last Minute

In fact, not long ago, an extremely savvy marketer (a “household name”) even admitted he only spent 3 hours on his big launch sales letter.

The copy was a mere afterthought.

3. Some Work In SPITE Of The Copy

Many launches are brilliantly marketed to the point where people don’t even READ the sales letters. Customers are buying due to brilliant marketing, launch strategy, pre-selling, JV partners and other factors besides copywriting.

Frankly, they’d probably get away with just an “order here” link.

So anyway, I’m not “poo-pooing” ALL launch letters.

Just be careful what you study.

Ben Settle

P.S. Want another reason to “look before you swipe”?

This is from “A List” copywriter Doug D’Anna’s “Copywriting Grab Bag” interview (on pages 255-256):

“You mentioned a swipe file. You had asked me earlier what people do wrong. When I first started out I had a swipe file too. You know what the first thing I discovered was when I realized who Gary Bencivenga was and the game I was in? I threw everybody else’s piece away.

“Why would I do that?

“Because I might have been thinking that I was swiping something that was good or using a model that was a winner when it wasn’t.

“That was the first thing.

“You need to have control pieces in your swipe file. But, you’ve got to remember that control piece worked for that piece at that time in that market in that environment.

“So it’s really more of a case study to look at.”

Today’s email is for raw, “wriggling” newbies.

The ones who are brand spanking new to marketing and don’t have a lot of time, resources or patience to deal with nonsense and fluff.

If that’s you, then following is a list of ideas to consider.

This list is by no means exhaustive.

And there ARE exceptions to everything.

But this is something lots of people have requested lately.

OK, enough dilly-dally.

As the Joker would say… “And here. we. GO —

• If someone’s ads are full of empty hype and contain no substance, you can (usually) bank on their PRODUCT being the same.

• Don’t swipe “big launch” sales letters.

• Consume a good “how to” product at least 10x’s before buying the next one.

• When in doubt, do the OPPOSITE of what the “crowd” is doing.

• Take lists like this one with a grain of salt. (Bet ya didn’t see this one coming, did you? Believe it or not, some people will do stuff like what I’m doing here to prove how “good” they are, while secretly plotting to fleece you.)

Messed up world, ain’t it?

Anyway, those are just some ideas to consider.

I hope you found them helpful.

Ben Settle

No email tip today.

Instead, I got something a whole lot better.

Check out these apples:

Last Friday I was on Internet radio yapping about how to write emails and sales letters. We also talked about how to tell stories, the single most powerful emotion you can target in your ads and emails (and no, it has NOTHING to do with the “usual suspect” emotions the goo-roos talk about) and how to write email subject lines that stick in peoples’ “psychology.”

Anyway, pretty interesting stuff.

And it’s all yours for the taking at:

Ben Settle

P.S. If you want more copywriting and email tips, check out my Copywriting Grab Bag book at:

I don’t know about you…

But the above drivel gets my vote for the business world’s dumbest quote.

Why?

Because, in most cases, customers are dead wrong.

And unless you realize this “quirk” of human nature, you’re not only leaving a pile of smackeroos on the table, but you’re doing a tremendous disservice to your customers and/or clients.

Let me give you an example:

While back, someone emailed me about writing an ad for him.

He was a classy dude who was a pleasure to talk with. And he said he wanted to hire me, didn’t care what my fees were and when could I start?

Hot diggedy dawg!

A new client handed to me on a silver platter!

In my hungry days, I’d have been on this like white on rice.

But now I know better.

Which is why (instead of slobbering all over the phone and popping the Champagne), I asked him questions about his business and operation, first.

And guess what?

Turns out he was NOT looking for a copywriter after all.

What he really wanted was a “wizard” to magically conjure up an entire business with ONLY a single sales letter.

Which, as far as I know, ain’t possible.

Yes, I COULD have snatched his money and wrote his ad anyway.

But what good would that have done?

For one thing, he would have wasted a bunch of cash with nothing to show for it. And for another, I’d have looked like a schmuck when it flopped from his lack of traffic and marketing plan (copywriters often get blamed for failed ads no matter the reason). Plus, by refusing this project, I was able to work on another (more lucrative) project, instead. Which meant, this seemingly “lost” sale actually lead to a much bigger one.

Anyway, here’s the point:

The customer was WRONG.

In fact, most customers are wrong.

That’s why they need YOU to guide them through the sale.

Ben Settle

P.S. For 101 ways to make selling as easy as 1-2-3, check out my upcoming book and CD club at:

I got the “bug” to rap about copywriting today.

Lots of people are frustrated by it.

And yet, it’s actually pretty simple.

In fact, what I want to do is apply the famous “KISS” (i.e. keep it simple stupid) mantra to this subject and see about taking some of the “sting” out of it.

And I’m going to use a recent frustrating experience as an example.

Sound good?

OK then, check this out:

Lately I’ve been spending a LOT of time at the golf driving range. Mostly because I’m heavily involved with a golf info-publishing business and want to get cozy with the market. And also because I’m enjoying it.

But for some reason, I had a really sucky time at it last week.

No matter what I did, I just couldn’t make a solid shot and was getting extremely frustrated.

In fact, I got SO frustrated I made an especially stupid movement swinging the club that sent a streak of pain up my side.

Arrggh!

But that’s when the “light bulb” went on (pain’ll do that).

And I remembered the golf dude I’m learning from saying:

In other words, it’s easier to use a swing with fewer angles than a swing with lots of angles. So I drew a deep breath, mentally walked through his (simple) swing and — BOOM! — hit the next dozen balls straight as an arrow.

All just from keeping it SIMPLE instead of keeping it complicated.

And you know what?

Copywriting is the exact same way.

Keep it to as few “angles” as possible, and it’s MUCH easier.

And that’s what I want to do now — strip copywriting down to as few angles as possible with an almost laughably simple “formula” that works like crazy.

And here it is (drum roll…):

• Headline

• Lead

• Story

• Bullets

• Close

That’s it?

Yep.

It doesn’t have to be any more complicated than that.

And it’s how I write 99% of my ads these days.

Nothing fancy. No bells and whistles. Nothing complicated. And yet, in most cases they pull like gangbusters.

It just don’t get more simple than that, does it?

Ben Settle

P.S. For 122+ MORE simple copywriting tips (used by some of the world’s highest paid copywriters) sally forth over to: