Ben Settle

Lately, people have been asking me about NLP.

Is it really some near-magical persuasion technique that lets you all but control someone’s mind?

Or is it just more overhyped goo-roo nonsense?

My answer?

I have no idea, either way.

All I know about NLP is the subject bores me to tears — despite trying to learn about it from people I consider to be excellent teachers.

However, I WILL say this:

While it may indeed be the second coming of John Caples or Frank Bettger, I seriously doubt it’ll do as much for you as just mastering the fundamentals.

Let me give you one of my favorite examples.

Something I originally heard while interviewing top copywriting and marketing pro Doug D’Anna for my Copywriting Grab Bag book.

He gave what I call his “dog cookie secret”, and it goes like this:

Let’s say you have a dog and you want him to come to you. You can try to coax the dog to come to you using all the latest “cutting edge” persuasion and manipulation tricks. Or… you can just hold up his favorite cookie.

Which do you think will get the job done better?

Anyway, here’s the point:

If NLP works for you, then by all means USE it.

But whether you use it or not, you can never go wrong with this “oldie but goodie” sales principle that’s worked for thousands of years:

It’s simple and works like a charm every time.

Ben Settle

P.S. For 101 proven sales principles that are easy to use and work like gangbusters, check out my upcoming CD club at:

Recently, I had a nifty “chat” with Dr. Glenn Livingston.

Glenn is an AdWords “wizard” and marketing psychologist who knows all kinds of cool ways to uncover what people want to buy (probably even before they do!)

We rapped about LOTS of fascinating things, too.

Like how to write “can’t-resist” email subject lines. Or how to use a classic Batman comic book to write super-profitable PPC ads. Or how to take advantage of all the rampant “marketing incest” going on in business these days. (i.e. When everyone in a market is copying everyone else in that market until they all just get dumber and dumber.)

And so on, and so forth.

Anyway, to listen to our call just high tail it over to:

Oh… and one more thing:

Maybe Glenn was using some of his psychologist tricks on me, but this was EASILY one of the single most valuable interviews I’ve ever done.

And I really never intended to give away this much info.

Enjoy 😉

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: