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    Let me tell you a story. Early last month I was walking around my backyard deck listening to an early version of our 30and30 offer at Low Stress Trading. I’ve used the info in that trading course, successfully, and some email ideas for selling READ POST

Mastermind Shake And Bake

by Ben Settle

I’ve written a little about mastermind groups before.

Especially how big an impact they’ve had on my business.

And over the past few months, one question that keeps popping up is, “OK Ben, I’m sold. I want to be in a mastermind group. But how do I find one to join?”

My answer?

I have no idea.

I was invited to the two groups I’m in. So the only advice I have is, if you can’t find one, start one and fill it with 4 or 5 people who are better than you at things you want to be better at.

In other words, “play” with better “players.”

Kinda like martial arts.

If you spar with Chuck Norris every month, you’ll get FAR better than if you spar with your wimpy white belt neighbor who’s never thrown a punch in his life.

This then, leads to the second question:

“How do I structure a mastermind group?”

This question always makes me chuckle because it assumes there even IS any structure in the mastermind groups I belong to. Seriously, there’s zero formality in the groups I’m in. Usually what happens is, every month, one of us emails the group and says, “Hey dudes, when’s the next mastermind? I’m getting the ‘shakes’ and need my fix!”

We then hammer out a day/time and get to business.

In both the groups, we meet by phone, have a semi-formal (I stress “semi”) format where everyone talks about what’s going on with their businesses.

Is this the best way to do it? Is it ideal?

I honestly don’t know.

But I can tell you this:

We are all VERY anxious to meet. There is zero pressure. And it’s a heckuva lot of FUN. In fact, you want to know something funny? I’ve gotten some of the most profitable ideas I’ve ever used this way. I can’t remember even one meeting where I did not walk away with some extremely profitable tip, strategy or idea.

Again, is this the best way?

Maybe, maybe not.

But it works for us.

And, if nothing else, it’s an easy way to get started with your own mastermind group.

Ben Settle

P.S. To “virtually mastermind” with the best sales and marketing pros in the game, check out:

How To Nab More Sales By Offering Less Value

by Ben Settle

How about a nifty test result to kick off the week?

I don’t usually like doing this, because it can (and often DOES) lead people astray. After all, one man’s million-dollar test result is another man’s business-killer. Something I learned a long time ago from Terry Dean, including when I interviewed him for my Copywriting Grab Bag book.

But in this case, I’m making an exception.

Anyway, here’s the scoop:

Recently, in a business I work with, we tested two sales letters:

1. Offering JUST the video version of the product
2. Offering the video AND the manual version of the product

It was our guess the version with both would win.

The way we figured it, text and video would be more appealing allowing us to pluck more “low hanging fruit.”

But that ain’t what happened.

So far, the version offering both the video and manual is losing.

Question is why?

Why would offering MORE value hurt response?

There could be many reasons (including some design reasons we’re working on).

But either way, I have a theory about this.

A guess based purely on observation.

Anyway, here it is:

It used to be sending someone a “big box of stuff” was the way to go. More bulk equals more content which equals more perceived value. And so, it made a lot of sense.

But now, I believe the opposite is true.

At least, in a lot of cases (although not all).

Reason why is because, today, more than at any time in human history, people are so low on time, with more things competing for their attention (Internet, more and better TV shows, more entertainment choices, working longer hours, etc etc etc) than ever before, that something that LOOKS like a lot to digest is actually a big, fat turn off.

Especially for people who value time over money.

In other words, I suspect for many people (and I’m definitely in this camp) a few videos (or a single 100 page manual) that gives a “push button” solution is FAR more valuable than a box of 17 DVD’s, with a 500 page manual and 14 bonus reports, etc.

It’s almost like less is better now.

But hey… don’t take my word for it.

Test this out for yourself.

The results may just surprise you.

Ben Settle

Hollyweird’s Brainless Marketing Genius

by Ben Settle

While I love movies, I’m NOT Hollywood’s biggest fan.

Almost everything it cranks out these days is either trashy, lame or (in far too many cases) just flat out bores me to tears.

BUT… once in a while something decent emerges.

Not just good movies, but also good business ideas, too.

Take for example, these “reboots.”

Over the past 4 years it seems all Hollyweird does is reboot old movie franchises. Everything from comic book movies like Batman, Superman and The Incredible Hulk… to TV series like “V”, Buffy The Vampire Slayer and 90210 (ouch!)… to even “cult classic” horror movies like A Nightmare On Elm Street, Friday The 13th and The Omen.

What’s this got to do with your marketing?

Well, like them or not, reboots can be HUGE cash cows.

And often, with little or no real effort or brain power needed.

And guess what?

If the pinheads running “Tinseltown” can rake in the dough with reboots, then there’s no reason why you and I can’t do the same thing, too.

In other words:

If you find your sales dropping off (or dying) give it the ol’ Hollywood treatment by “rebooting” your ideas, marketing strategies, advertising, customer service, employees and anything else holding up the train.

What’s that?

You want some examples?

OK, for one thing, you could create a new personality for your marketing. Or a new spokesperson in your ads. Or even an entirely new product name.

If you only send one email per month, blast one per WEEK.

Or, if you’re REALLY ambitious, bang out an email per DAY. (My sales shot up when I started doing that. As have the sales of one of my clients. And BTW… email marketing is something I’ll definitely be covering in-depth in my coming CD-of-the-month deal — www.CrackerjackSelling.com)

Another reboot idea is creating your ads in 100% video.

Or 100% audio.

Or a “hybrid” of text, audio and video.

And you can do this with anything else:

Like your product packaging, website design, lead generation methods, product line, service providers and so on. All can be rebooted any time you want. And any one of those reboots could be worth mucho smackola.

Anyway, what’s the “bottom line”?

Hollywood makes a TON of easy smackeroos with reboots.

And if those bozos can do it, we can, too.

Ben Settle

5 Ways To Make Sweet Twitter Love

by Ben Settle

Curious…

The #1 question I get asked about is Twitter.

Why?

I don’t know.

I’m certainly NOT a Twitter expert.

But because Twitter’s what the Crackerjack Selling fandom wants to learn more about, that’s what I’m gonna give ya. Specifically, how to have IMPACT on Twitter, so you’re hard to ignore, easy to follow and impossible to forget.

Here goes…

1. One “Follow Friday” Plug At A Time

What I mean is, list ONE person (not multiple people) and a reason why someone should follow them. This has 10 times more impact than listing 5 or 6 people and no reason to follow them.

And it’ll “up” your chances of getting some RT lovin’, too.

2. Be Thought-Provoking

The BEST example of this I’ve ever seen is Blair Warren (@blairwarren — follow him!) Sometimes I think if there was a way to automatically RT his tweets, I’d do it.

You gotta read his tweets to see what I mean.

And when you do, I think you’ll agree he’s a master at impact.

3. Stop Thinking Content Is King

It ain’t.

I’m not saying not to give content or that it doesn’t work. But it does not (and never will) have the impact learning how to sell has. (BTW, I’m not talking about hyping or pitching — I’m talking about selling, a completely different “animal.”)

For 101 ways to sell (many that work even for sites like Twitter):

4. Write Bullets

Get this part right, and your tweets automatically become hard to ignore and impossible to forget.

In fact, want to know something nifty?

Lots of expensive (VERY expensive) products are sold on the power of one, single bullet buried deep somewhere in an ad. So just imagine the impact they can have on getting people just to click a link in your tweets!

What?

You don’t know how to write bullets?

No problemo.

For some advanced bullet writing tips (including the exact same 6-page bullet point “template” I use when writing my own ads) check out:

5. Contrast Theory

I learned this from computer scientist/AdWords “wizard” Jim Yaghi.

And it’s had lots of IMPACT on my writing. In fact, I apply Jim’s new contrast discovery not only to Twitter, but also my emails, sales letters and other writings.

Gosh, I’d love to reveal this one here.

But it’s Jim’s “baby”, and I can’t.

You gotta learn it from him.

Lucky for us, he’s agreed to be one of my CD-of-the-month interviews. So if you’re interested in his AdWords secrets (including his “contrast” theory which I’ve never heard anyone else teach), hop on the notification list.

Okey-dokey.

That’s it for now.

I don’t have a crystal ball, and can’t make you any guarantees. But I bet if you apply the above to your tweets you’ll find them having TONS more impact.

And who knows?

They may just impact your bank account, too 😉

Ben Settle

Meat ‘n Potato Sales Masters

by Ben Settle

I’m running a tad behind schedule today.

So I hope instead of my usual email tips, this private email I sent to the members of both mastermind groups I’m in will suffice this time.

It’s about an extremely cool book I found on accident.

A book, I believe, every marketer should possess.

OK, here goes:

Last week I was at the used bookstore in town here, rummaging through the business section and seeing what I could find.

Usually I don’t find much.

Although, I did nab Eugene Schwartz’s “cult classic” book titled “Mail Order” for a mere $6 a couple years ago (it sells for probably 10 times that most places).

Anyway, I’d been looking for a short book about sales & marketing.

I don’t like big, long books.

I like short ones, that get to the point.

And lucky for me, I found just that.

It is a book called, “Ten Greatest Salespersons” by a guy named Robert Shook. It was written in 1978, but is incredibly useful today. This Shook dude basically rounded up the 10 best sales people (from different industries — car sales, direct sales, insurance sales, etc) and interviewed them on their secrets.

It’s FASCINATING.

I’m only on the third chapter and already I’m on fire with it.

The first interview alone with Joe Girard is just pure gold.

No “black hat” or complicated stuff. Nothing about persistence or needing a thick skin. No fancy one-liners or fake enthusiasm.

Just “meat and potatoes” sales told in an entertaining way.

Some of this is stuff nobody gets around to teaching anymore.

But that the old timers (who probably had it much harder than us, selling door-to-door, without people being able to “slap” things easily on credit cards, etc) used.

I bet if you check around online, you can find a copy.

Ben Settle

P.S. Another book that is short, sweet and packed cover to cover with “timeless” selling principles that don’t rely on hype, lies, or frothing-at-the-mouth exaggerations, is my soon to be released Crackerjack Selling Secrets book.

However, this book will NOT be for sale anywhere for any price.

You will ONLY be able to get it directly through me. And, ironically, you will only be able to get it free.

Details at:

Billionaire Washes Businesses’ Marketing Out With Soap

by Ben Settle

“I tell you that man can sell sand in the desert!”

Ever hear that cute little platitude?

Usually when you hear that, it’s someone bragging about their favorite goo-roo. Or perhaps a goo-roo bragging about themselves.

Well guess what?

It may sound “cool”, but it’s actually pretty stoopid.

In fact, in my humble (but accurate) opinion, it shows someone doesn’t really know how to sell at all. They may be able to con, lie, cheat, exaggerate and/or get their lists to drink their “kool-aid.”

But they don’t know how to actually **sell**.

Let me ‘splain why I say this:

A few nights ago I did a long tele-seminar (almost 2 hours) with Doberman Dan Gallapoo about selling, marketing and taking care of business.

One of the best parts was about getting clients.

And during this part, we revealed a secret that perfectly illustrated something very few service providers (especially copywriters, for some reason) ever grasp.

Yet, doing it makes selling almost a cakewalk.

Anyway, here’s the secret:

Instead of wasting time selling people on why they need to have your product/service (i.e. copywriting, coaching, network marketing, affiliate marketing, supplements, whatever you sell) it’s FAR better to sell to those ALREADY using those products/services.

I mean, think about it:

If you are (for example) a copywriter, what’s easier:

1. Selling to small business owners who think “copywriting” has something to do with the U.S. patent office, and educating them on what copywriting is, why they need it and why they should choose you.

Or…

2. Selling to people ALREADY hiring copywriters, who already know what it is, and are in need (even desperate need) of copywriters all the time?

I rest my case, counselor.

So the message is clear:

If you want to make sales and marketing super easy, forget the lame quotes about selling ice to eskimos or sand in the desert. Instead, listen to the words of business “giant” Rich DeVos (billionaire co-founder of the AmWay Corporation):

“Why does AmWay sell soap? Because people buy it!”

Pretty simple, eh?

Too bad everyone wants to make it complicated.

For 101 MORE easy, ethical & painless sales tips like this, check out:

Ben Settle

Pizza Dude Robs Himself Blind With A Clock

by Ben Settle

The cluelessness of “businessmen” truly astounds me.

Just really leaves me scratching my head sometimes.

In fact, after a run-in with a pizza parlor owner last Sunday, I’m convinced some businesses are literally robbing themselves blind of sales and need to be whacked upside the head.

Here’s what happened:

Last weekend we stopped in a small pizza joint for lunch. It was about 2:00 (give or take) and we were really hungry. Except, when we got there, the door was propped open by a chair (as if the joint was open) only to find the place closed.

Now, that’s obviously no crime.

But what WAS a crime (from a sales point of view) was we weren’t the only people waiting. Other people walked up too, only for the owner to tell them to come back at 3:00 when he opens.

“Kinda late to be opening, isn’t it?” we asked.

To which he mumbled something about “business being slow”.

Hmm.

Lemme get this straight:

He has customers at the door ready to buy, and yet, he sends us packing (even giving us advice to check out the place down the street — how generous) until later?

It’d be funny if it weren’t so sad.

I mean, it doesn’t take a marketing goo-roo to (for example) tell the people ready, willing and even eager to spend money that he’ll fire up the ovens now anyway, and to come back in 15 minutes. And, oh, by the way, for your inconvenience, here are some 20% off coupons for next time you drop by…

But that’s not what happened.

Instead, we went down the street to the other pizza joint (which wasn’t even that good) and gave THEM our moola instead.

What’s the moral of the story?

If people want to give you money, take it.

Sometimes all ya have to do is open your doors. 😉

Ben Settle

P.S. Remember my buddy who had a stroke (at 33)?

And how I said that, if you donated something (anything — even $1) to his medical fund, I’d give you an extremely valuable copywriting lesson?

Well, the response was AWESOME.

I was totally blown away by the generous feedback.

And so too was my buddy, Sabin.

It meant so much to him (y’all have made a HUGE difference) he wanted me to pass this note along to everyone:

“I am overwhelmed by the amount of donations, comments, & help I am receiving from people that don’t even know me! It truly speaks loudly how caring individuals are and can be around the world to lend a helping hand for person in need. I am highly grateful for your donations and appreciate everyones support.”

By the way…

If you didn’t see my offer last week and are interested in donating (again, even if just $1) to Sabin’s medical fund in exchange for one of the most valuable copywriting lessons I’ve ever given, jump on over to:

Drained

by Ben Settle

I swear… I barely have enough energy to write this email.

Not because I’m sick or anything like that.

But because I literally had every crumb (well… almost) of information about finding copywriting clients and writing ads I know sucked out of my brain last night on Doberman Dan’s tele-seminar.

I tell you I can barely stand up!

BUT…

The good news is Doberman Dan IS up and running. And he’s already put our big ol’ fatty **2 hour** rap session on his site.

You can grab it at the “dawg house” now (free) at:

Ben Settle

P.S. BTW, just because the focus was on copywriting and finding copywriting clients, just about ALL of it is directly applicable to any OTHER kind of selling and/or service business. Whether you’re a coach, consultant, Internet marketer, network marketer or (as you will see) even if you sell water filters door-to-door. This stuff works no matter who you are or what you sell.

P.P.S. There is one secret about getting clients on there that DD said we could easily have charged a pretty penny for.

And you know what?

I totally agree with him.

In fact, if you are looking for clients (in any business) and did nothing but hear this one part, I’d bet green money you would find getting clients FAR easier and faster than ever before.

Again, no matter what service you sell.

Doberman Dan Growls At Me About Marketing

by Ben Settle

Once again, I have no email tip for you today.

And once again, I got something better:

Tonight at 8:00 Eastern Time (7:00 Central Time, 6:00 Mountain Time, 5:00 Pacific Time) “Doberman” Dan Gallapoo is interviewing me for his website about selling, marketing, copywriting and taking care of business.

Some of the stuff we’ll be barking about include:

  • The easiest way to sharpen your persuasion skills ever invented.
  • How to get good at copywriting as fast as humanly possible.
  • An almost laughably simple way to get booked solid with clients and build a freelance copywriting business.
  • Stupid (yet profitable) selling secrets I learned from “Bigfoot”.
  • How to build a loyal following of rabid, “foaming at the mouth” fans for your blog or website.
  • How to come up with the “big idea” when writing copy.
  • The best way to make money as a copywriter when you’re between clients (or if you can’t find any clients).
  • And much more (including taking your live questions).

Fun, fun times, eh?

Here’s the call-in info:

See ya in the dawg house.

Ben Settle

Hot Sizzlin’ Sales Secrets

by Ben Settle

I don’t have an email tip for you today.

Instead, I got something a whole lot better for ya:

A live interview revealing some extremely effective, no-hype or pressure ways (I’ve used myself, not theory) to grow your business without needing a lot of money or resources.

It’s at 1:00 Pacific Time today.

And, we MIGHT even do live Q&A (if you’re interested).

Anyway, you can grab the details at:

http://www.blogtalkradio.com/Cheryl-Antier/2009/07/20/Sizzlin-Summer-Seminars

Ben Settle

P.S. For more sales & marketing secrets that get the job done without using a bunch of lame tricks, black hat tactics or selling your soul to the devil, check out the links below:

www.CrackerjackSelling.com

www.CopywritingGrabBag.com

Next Posts Previous Posts

BEN SETTLE

Publishes ridiculously high-priced books & newsletters about online marketing, writes twisted horror novels & screenplays, and trades options & invests in companies he thinks are cool – like BerserkerMail, Low Stress Trading, and The Oregon Eagle newspaper.

Yours FREE:

World Leader In

Email Copywriting Education

Gives Away His Best Tips

For How To Potentially

Double, Triple,

Even Quadruple

Your Sales Online

Type in your primary email address below to open Ben's daily email tips and a free digital copy of his $97.00/month Email Players newsletter, plus get access to 40+ HOURS of content in his free mobile app:

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WHAT OTHERS ARE SAYING

Even when you’re simply just selling stuff, your emails are, in effect, brilliant content for marketers who want to see how to make sales copy incapable of being ignored by their core market. You are a master of this rare skill, Ben, and I tip my hat in respect.

Gary Bencivenga

(Universally acknowledged as the world’s greatest living copywriter)

www.MarketingBullets.com

I confess that I have only begun watching Ben closely and corresponding with him fairly recently, my mistake. At this point, it is, bluntly, very rare to discover somebody I find intelligent, informed, interesting and inspiring, and that is how I would describe Ben Settle.

Dan S. Kennedy

Author, ’No BS’ book series

Ben is one of the sharpest marketing minds on the planet, and he runs his membership “Email Players” better than just about any other I’ve seen. I highly recommend it.

Perry Marshall

Author of 8 books whose Google book laid the foundations for the $100 billion Pay Per Click industry, whose prestigious 80/20 work has been used by NASA’s Jet Propulsion Labs, and whose historic reinvention of the Pareto Principle is published in Harvard Business Review.

www.PerryMarshall.com

I think Ben is the light heavyweight champion of email copywriting. I ass-lo think we’d make Mayweather money in a unification title bout!

Matt Furey

www.MattFurey.com

Zen Master Of The Internet®

President of The Psycho-Cybernetics Foundation

Just want you to know I get great advice and at least one chuckle… or a slap on the forehead “duh”… every time I read your emails!

Carline Anglade-Cole

AWAI’s Copywriter of the Year Award winner and A-list copywriter who has written for Oprah and continually writes control packages for the world’s most prestigious (and competitive) alternative health direct marketing companies

www.CarlineCole.com

I’ve been reading your stuff for about a month. I love it. You are saying, in very arresting ways, things I’ve been trying to teach marketers and copywriters for 30 years. Keep up the good work!

Mark Ford

aka Michael Masterson

Cofounder of AWAI

www.AwaiOnline.com

The business is so big now. Prob 4x the revenue since when we first met… and had you in! Claim credit, as it did correlate!

Joseph Schriefer

(Copy Chief at Agora Financial)

www.AgoraFinancial.com

I wake up to READ YOUR WORDS. I learn from you and study exactly how you combine words + feelings together. Like no other. YOU go DEEP and HARD.”

Lori Haller

(“A-List” designer who has worked on control sales letters and other projects for Oprah Winfrey, Gary Bencivenga, Clayton Makepeace, Jim Rutz, and more.

www.ShadowOakStudio.com

I love your emails. Your e-mail style is stunningly effective.

Bob Bly

The man McGrawHill calls

America’s top copywriter

and bestselling author of over 75 books

www.Bly.com

Ben might be a freaking genius. Just one insight he shared at the last Oceans 4 mastermind I can guarantee you will end up netting me at least an extra $100k in the next year.

Daegan Smith

www.Maximum-Leverage.com

Ben Settle is a great contemporary source of copywriting wisdom. I’ve been a big admirer of Ben’s writing for a long time, and he’s the only copywriter I’ve ever hired and been satisfied with

Ken McCarthy

One of the “founding fathers”

of Internet marketing

www.KenMcCarthy.com

I start my day with reading from the Holy Bible and Ben Settle’s email, not necessarily in that order.

Richard Armstrong

A List direct mail copywriter

whose clients have included

Rodale, Boardroom, Reader’s Digest,

Men’s Health, Newsweek,

Prevention Health Magazine, the ASCPA

and, even, The Limbaugh Letter.

www.FreeSampleBook.com

Of all the people I follow there’s so much stuff that comes into my inbox from various copywriters and direct marketers and creatives, your stuff is about as good as it gets.

Brian Kurtz

Former Executive VP of Boardroom Inc. Named Marketer of the Year by Target Marketing magazine

www.BrianKurtz.me

The f’in’ hottest email copywriter on the web now.

David Garfinkel

The World’s Greatest Copywriting Coach

www.FastEffectiveCopy.com

Ben Settle is my email marketing mentor.

Tom Woods

Senior fellow of the Mises Institute, New York Times Bestselling Author, Prominent libertarian historian & author, and host of one of the longest running and most popular libertarian podcasts on the planet

www.TomWoods.com

I’ve read your stuff and you have some of the best hooks. You really know how to work the hook and the angles.

Brian Clark

www.CopyBlogger.com

Ben writes some of the most compelling subject lines I’ve ever seen, and implements a very unique style in his blog. Honestly, I can’t help but look when I get an email, or see a new post from him in my Google Reader.

Dr. Glenn Livingston

www.GlennLivingston.com

There are very, very few copywriters whose copy I not only read but save so I can study it… and Ben is on that short list. In fact, he’s so good… he kinda pisses me off. But don’t tell him I said that. 😉

Ray Edwards

Direct Response Copywriter

www.RayEdwards.com

You’re damn brilliant, dude…I really DO admire your work, my friend!

Brian Keith Voiles

A-list copywriter who has written winning ads for prestigious clients such as Jay Abraham, Ted Nicholas, Dr. Stephen R. Covey, Robert Allen, and Gary Halbert.

www.AdvertisingMagicCopywriting.com

We finally got to meet in person and you delivered a killer talk. Your emails are one of the very few I read and study. And your laid back style.. is just perfect!

Ryan Lee

Best-selling Author

“Entrepreneur” Magazine columnist

www.RyanLee.com

There’s been a recent flood of copy writing “gurus” lately and I only trust ONE! And that’s @BenSettle

Bryan Sharpe

AKA Hotep Jesus

www.BooksByBryan.com

www.HotepNation.com

I’m so busy but there’s some guys like Ben Settle w/incredible daily emails that I always read.

Russell Brunson

World class Internet marketer, author, and speaker

www.RussellBrunson.com

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