Ben Settle

What is it with copywriters and swipe files these days?

Lately I’ve been seeing a LOT of ads that are not just swiping, but blatantly and shamelessly ripping off other ads — literally word-for-word.

They obviously think they’re being smart and “cool.”

But really, they’re morons.

Not just legally & ethically, but from a sales point of view, too.

In fact, I suspect they’re killing their own sales.

Let me ‘splain why:

Back when I was a scrawny, pimple-popping teenage runt, I wanted nothing more than to be a comic book artist for Marvel Comics.

I mean, I was obsessed with it.

I spent HOURS each night studying comic book art. I’d copy comic book pages freehand over and over and over again. And my sketch books were packed cover to cover with nothing but super heroes and comic book drawings.

But you know what?

Even with all that comic “swiping” I never got good.

In fact, I’d say my stuff flat out sucked.

Why?

Because I taught myself to draw the wrong way.

Instead of learning the fundamentals of the craft through hard work and old fashioned thinking, I simply mimicked (i.e. “swiped”) other artists.

So I never got a solid education on the basics.

Never learned things like perspective, lighting or balance.

And never got past the comic book “fanboy wannabe” stage.

Instead it was, “I’ll just check my comics and copy something cool!” The result was one cheap imitation drawing after another. With no fire, imagination or “oomph!” in my work.

And you know what?

That’s how a LOT of copywriting is today:

Too many copywriters are just lazy wannabes “tracing” other ads.

And, sometimes, blatantly stealing from other ads.

BTW, I’m not anti-swiping.

I use my swipe file all the time for inspiration, ideas, and to see how certain copywriters handle storytelling, arrange their ideas, and structure their ads.

But I AM against stealing word for word.

It’s dorky, stoopid and can cause legal problems.

Plus, it’ll usually keep you from making the smackeroos you deserve.

To see how some of the world’s best copywriters (including two of the top magalog copywriters on the planet) write their ads (with or without swipe files), check out:

Ben Settle

I ever tell you about my cool gun?

Specifially, my newer gun? (I have two, with a 3rd on the way).

It’s a sweet little thing — a Springfield XD .45 acp. Smooth, powerful and I really dig the ammo.

In other words… it kicks boo-tay.

And you know what else?

It also contains a powerful sales and marketing tip you can (immediately) use for whatever you sell, too.

Here’s what I mean:

While buying it at the gun shop, it hit me square between the eyes:

These are some expensive guns.

The one I bought went for about $600.

Which was actually considered a **bargain** at the time thanks to our merry band of newly-elected gun-grabbers (which drove up demand for firearms).

And I realized I didn’t CARE how expensive it was.

I didn’t want some piece of crap at the local pawn shop. Since my life (or my family’s life) could be on the line if I ever needed it, I didn’t want “cheap.”

I wanted quality.

I wanted EXPENSIVE, dang nab it.

And I would have happily paid more if need be.

Which brings me to the point:

Not everyone is a price shopper. Not everyone is turned on by “cheap.” And not everyone is looking for a “bargain basement” deal.

In fact, you wanna know something funny?

There are customers (LOTS of ’em) who will literally refuse to even buy anything cheap. As a high price often means quality, reliability and, in some cases, better social status (a huge hot button).

Bottom line?

If you want to make selling easy, forget the lovers of cheap.

Set your sights on the lovers of quality, instead.

Doing so makes selling like shooting fish in a barrel.

Ben Settle

P.S. For 101 easy ways to sell (in any medium) without using pressure, hype, begging, whining, or doing any blackhat stuff, check out:

Well, I’m back from my 3 week “business fast”.

I’ve been to some truly interesting places, too.

And, while you may find the following a bit strange (and me a bit strange), there IS an important business lesson from this bizarre road trip you may find useful.

Anyway, here’s the story:

Besides seeing my dad, we had two unabashedly weird goals:

1. Visiting Roswell, New Mexico

Independence Day weekend is the anniversary of the famous “Roswell UFO Crash” and the town is bursting with tourists and UFO fanatics. We were there attending a Christian symposium on the spiritual (demonic) nature of UFOs and alien abductions.

Something I’ve been fascinated by for years.

2. Visiting Willow Creek, California

Willow Creek is the “Bigfoot capital of the world.”

Not only is it just a hop, skip and a jump away from where the famous “Patterson-Gimlin” Bigfoot video footage was taken back in the 1960’s, but the whole town is OBSESSED with Bigfoot.

For example:

There’s a Bigfoot museum, a Bigfoot burger joint, a Bigfoot book store, a Bigfoot Motel, a Bigfoot golf course and even multiple Bigfoot statues peppered around town.

I told you it was a weird trip, eh?

And, believe it or not, there’s a business lesson in this.

You see, when you set your life up in a way where you’re not a slave to a J.O.B, you can sally forth and do things (even strange things) without caring what anyone else thinks or needing anyone’s permission.

For me, it was UFO and Bigfoot symposiums and museums.

For you it’s probably something else.

But whatever your passions are, there’s nothing quite like being able to pursue them for weeks (or months) at a time — on a whim.

With no jerk in a suit telling you when to be back.

No job to worry about returning to.

And no man telling you when you can and can’t go somewhere.

Being an entrepreneur is the greatest “job” in the world.

There’s zero office politics. You can make your own schedule. Give yourself raises whenever you want. And it comes with a kind of freedom and, yes, security, you simply cannot find working for “the man.”

So if this is your goal, keep after it.

Do NOT quit building your business — no matter how hard. It ain’t always peaches and cream in the beginning. Heck, if it was easy, everyone would be doing it, right?

But the effort IS worth it.

It really is true that a bad day working for yourself is still 10 times better than a good day working for the man.

And you know what?

The fastest way I know to get there is simply by learning to sell. Selling truly is the world’s highest paid profession. Learn it and things start falling place like dominoes.

You can learn how the masters do it at:

Ben Settle

I’m gonna go “dark” online for a while.

I’m taking a 2-3 week break from all things business — as I’ve literally been go! Go! GO! for well over a year straight (almost without pause), and I’m a tad burned out.

So I won’t be writing any new email tips for a few weeks.

But who knows?

Maybe I’ll get the “bug” to do a video or something?

Whatever the case, to keep those “Ben Settle withdrawal” shakes under control until my return, here are some (shamelessly self serving) resources to tide you over:

PODCASTS:
www.BenSettle.com/blog/podcasts

VIDEOS:
www.BenSettle.com/blog/videos

COPYWRITING GRAB BAG:
www.CopywritingGrabBag.com (free eBook in pop-up)

AFFILIATE TRUMP CARD:
www.AffiliateTrumpCard.com

FACEBOOK:
www.FaceBook.com/BenSettle

TWITTER:
www.Twitter.com/BenSettle

INTERVIEW ABOUT MONETIZING TWITTER:
www.BenSettle.com/blog/10-ways-to-monetize-twitter

Anyway, be safe and stay out of trouble while I’m gone.

I’ll be back before ya know it…

Ben Settle

P.S. I’ll start revving up the forthcoming CD-Of-The-Month deal I’ve been endlessly teasing about when I get back, too. I just have to write the ad for it and the book members get free, and get the first round of interviews in the hopper.

You can read more about it at:

P.P.S. Wait! Got one more goodie for you:

Remember a couple weeks ago that Doberman Dan Gallapoo tele-seminar I told you about? Well, a lot of people couldn’t listen to it for technical reasons.

But guess what?

It’s now transcribed in text on his site at:

Below is a marketing secret I got from a truly VILE man.

A man for whom lying is as “routine” as ordering a hamburger. Who murdered his own father in cold blood. And who’s so WICKED, he has dreams (heck, fantasies) of destroying the planet with a push of a button — while strolling through a field of human skulls with blood literally raining down from the sky on his face.

Yikes!

Anyway, who am I talking about?

None other than Lex Luthor.

At least, the version on the TV show “Smallville.”

But you know what?

As scummy and evil as he is, Lex is also an extremely savvy businessman too. And believe it or not, Lex uses at least one marketing secret that’s brilliant, simple, and can (ethically) give you a HUGE advantage.

And that is knowing your competition’s weaknesses.

Look, Lex is nothing if not prepared.

In fact, old “Chrome Dome” is so good at knowing his enemy’s weaknesses that, whenever someone thinks they have him “beat”, he turns the tables and puts the screws to THEM 10 times worse.

Take his nemesis Clark (i.e. Superman), for example.

In one episode Clark attacks Lex (actually it was Lex’s clone, but no matter) only to find him wearing a Kryptonite ring. So even though Clark could easily rip someone’s head clean off with a flick of his wrist… when Lex wears that Kryptonite ring, there ain’t a dang thing he can do to him.

And so it is in Lex’s business dealings, too.

By studying his enemies, he ALWAYS knows their “achilles heel.” Always knows the “crack” in their armor. And thus, always has his competition quaking in their boots within minutes.

And guess what?

You and I can do the same thing:

Whatever your market or business… study your competition.

Look for the “tender spots” in their sales and marketing funnels.

Doing so is like putting on your own Kryptonite ring — where even your bigger, stronger and more cash flush competitors can’t touch you with a 10 foot pole.

And, in many ways, will be afraid to even try.

Ben Settle

P.S. If you want to “bullet proof” your business, and be like the Man Of Steel of your market, then learn as many different ways to sell and market as you can.

Like the 101 (easy and ethical) sales secrets at:

I swear… sometimes I think every business owner needs a dog.

Why?

For companionship? Exercise? Vet bills?

No.

Because of the extremely USEFUL sales and marketing lessons a dog can teach you. Cripes… it seems like every day my dog teaches me a new trick. And I could probably write a full YEAR’S worth of these emails just observing her.

For example:

When we first got Zoe we were warned right off the bat:

“Since your dog is part basenji, do NOT chase after her if she gets away. In fact, do not even so much as walk towards her.”

“Why?” we asked.

“Because of her breed, she will be way more likely to keep running. In fact, the best thing you can do is actually run away from her… and let her chase YOU.”

Interesting, eh?

Even though (thank GOD) we haven’t had to put this to the test, I believe the guy was right.

And guess what?

Most prospects are that way, too.

I know I am when I’m looking to buy something.

Right when someone starts chasing me down with a new offer, deal or whatever, I bolt like Zoe running from the dog catcher. And I do this even if I WANT what’s being offered… and really NEED the product or service.

And I ain’t alone, either.

Most other people I know are the same way.

Which is why it’s my contention you should just automatically assume your prospect is like a revved up basenji ready to dash off. And if you run towards them, chase them or “hound” them in anyway, they’ll vanish like a fart in the wind.

BUT…

If you position yourself so prospects chase YOU (instead of you chasing them) then it’s like doing the “Zoe dance” above — where they may run TOWARDS you, instead of bolting AWAY from you.

Which makes selling like shooting fish in a barrel.

What’s that???

You don’t know how to position yourself so people come to you and maybe even (in some cases) try to sell YOU on accepting THEM as a customer?

No sweat, my friend.

Simply grab your leash and walk your dog over to:

And then await the publication of my new book.

A book, incidentally, I’m giving away free (it’s not for sale–anywhere) when you join my coming CD-of-the-Month deal.

Ben Settle

How does that old lawyer joke go?

“How do you know a lawyer is lying?”

Answer:

“His lips are moving…”

Okay, okay… I know, dorky joke.

Actually, I have nothing against lawyers. You can even learn a LOT about selling from them. In fact, recently I heard a law ad that’s SO good I took notes.

Here’s what happened:

I was in the car and this voice on the radio starts telling the story of a real life court case.

It was a fascinating story, too.

About something that could happen to anyone.

Anyway, the ad was in two parts:

The first part described the facts of the case and ended with, “when we return we’ll see how the court ruled.” Then, after a brief ad (for another business), part 2 came on. This time the lawyer cites what happened, followed by a call to action telling you how to contact him if you ever need a lawyer.

Why was I so impressed with this ad?

Well, let’s look at the facts of the case:

1. No Blatant Pitch

It started with a story ANYONE can relate to (some leech sued someone they’d never met — out of the blue).

Which was an excellent attention grabber.

2. Use Of The “Cliffhanger”

Cliffhangers are MEGA powerful.

Think of all those high rated TV dramas. Almost ALL of them leave you on a cliff hanger — making it impossible not to come back next week.

3. Attention Span Friendly

It was not one long commercial that wore out your mind. This baby was a two parter — making it super easy to digest and super hard to touch that dial and leave.

4. Strutted His Stuff

Demonstration is one of the BEST ways to prove something.

Plus, by explaining everything in “plain English” (in a STORY), the lawyer came off as warm, inviting and friendly. Kinda like someone you’d hang out with. And NOT some shark who milks money from misery.

5. Call To Action

Finally, there was no confusion as to what he wanted you to do — which was to call his office for an appointment.

Anyway, the only “flaw” I could find was not having an offer (a “carrot” to call NOW). Otherwise it was a near-perfect ad that (from what I hear) is working like gangbusters for him.

Pretty good stuff, eh?

And it proves “beyond a shadow of a doubt” selling doesn’t have to be hard or stressful.

In fact, with a few simple strategies, it’s pretty easy.

Ben Settle

P.S. Want an even BETTER and EASIER way to sell I learned (also) from a lawyer?

A way much faster (and cheaper) than the strategy above, that has people almost begging to hire you without talking to you or even seeing your ads?

Then check out page 37 of The Copywriting Grab Bag:

I’m A BIG fan of MMA (mixed martial arts).

It’s truly the ultimate sport that separates the men from the boys.

And while I don’t watch a lot of TV (I choose to buy my favorite shows on DVD), the one show I always DID watch was an MMA-based “reality” show called “Tapout.”

This show is like a testosterone party for us guys.

But it has a LOT to offer marketers no matter who you are.

How so?

Because each show is packed with real life success lessons about the raw power of persistence, belief and doing what it takes to win and dominate against more talented competition.

And guess what?

Recently Fox Business did a special on the Tapout company that is (in my opinion) extremely inspiring — especially if you’ve been struggling in your business. And especially if you think you lack the “smarts” to make it.

Anyway, you can watch the clip below.

Like I said, it’s pretty dang inspirational.

In fact, the ending may even give you goose flesh.

I hope you enjoy it as much as I have:

Ben Settle

P.S. As you’ll see, one of their “secrets” was using vision to sell others (i.e. investors) on their dream. In chapter 4 of my new Crackerjack Selling Secrets book, I show you how one of the world’s top negotiating experts uses this powerful selling “tool” to do the exact same thing:

Sheesh.

Even when on a “news fast” I STILL hear about the economy.

Whether it’s from my family, friends, or random Internet chatter, I keep getting whiffs of financial news.

With one “camp” saying everything’s peachy keen.

And the other screaming about how the sky could fall at any time.

Which one is right?

I don’t know.

All I know is the whole mess reminds me of those old Loony Toons shows where Elmer Fudd walks off a cliff. But, instead of falling, he keeps walking on the air because he doesn’t KNOW he’s not on land anymore. However, as soon as he looks down and realizes he’s on air — WHOOSH! — he drops like a lead balloon.

Hey, let’s face it:

A LOT of people were walking on air when the banks went ka-blooey.

Question is, how can people prevent it from happening again?

How can you protect yourself and family if things DO get worse?

Below are 5 simple things anyone can do to defend themselves from future financial storms and government/bankster “hi-jinx.”

Yes, they ARE simple steps.

But don’t let the simplicity fool you. This stuff really does work. And, in most cases, won’t cost you a penny.

Here goes…

1. Shut Off The News

What’s that?

You’ve heard me rail about this before?

I can’t help it.

The news is negative and worthless, IMHO. Unfortunately, you may not be able to totally shut it out. I mean, even if you’re on a food fast, you’re still going to smell what’s going on in the kitchen, yeah?

But you can still refuse to eat their food.

And it’ll do WONDERS for your productivity.

2. Mastermind

Haven’t found a mastermind group yet?

Then what are you waiting for?

This one thing ALONE can get you on the right track and fill you with so many ideas you won’t even know what to do with them all.

If you can’t find one, START one of your own.

3. Multiple Income Streams

“One” is the WORST number in business.

If you rely on one income stream, then I HIGHLY suggest changing that — fast. Otherwise it’s like you’re walking on air in the cartoons and don’t know it.

4. Be Thankful

Count your blessings before you count your money, and I bet you’ll find yourself getting more of both.

Hokey?

Maybe.

But try it for yourself and I think you’ll agree.

5. Learn To Sell

Earl Nightingale said it best:

“Selling is the world’s highest paid profession — if you’re good at it, and if you know where you’re going.”

Very true.

And if you want to be able to sell in a quick, easy and 100% painless way, check out the 101 secrets in my new Crackerjack Selling Secrets book at:

Anyway, that’s all for now.

Next time… something else.

Ben Settle