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):

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

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:

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.

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

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

I recently gave an extremely valuable teaching on sales letters.

A teaching that (I believe) contains everything you need to write profitable ads — whether you’re a total sales letter “newbie”, or a seasoned pro looking for some new techniques for your “arsenal”.

And guess what?

Even though I consider it the most valuable teaching I’ve ever done, and could easily sell it for $97 (or more), I’ll let you have it today at ANY price you choose (even if it’s only $1).

I’ll explain why in a second.

First, here are some of the unusual (even “contrarian”) sales letter secrets in this teaching:

• When using testimonials can actually kill your sales.

• A secret way to use stories to make your sales letters FAR more persuasive. (I learned this while selling TV advertising for CBS. And it works like crazy in sales letters and ads.)

• A “shortcut” way to research brand new markets.

• How that “swipe file” packed with ads that have made lots of money can HURT your response.

• Why you should NOT always load your sales letters with benefits.

• A little-talked about way to use sidebars to immediately bump your response.

• How to sell to skeptical prospects without a lot of “proof” elements.

• How to (legally and ethically) use your competitors‘ testimonials in YOUR sales letters.

• The right (and wrong) ways to test your ads. (Including a certain part of your ad almost nobody ever tests, but that giant magalog mailers have seen bump response by 200% or MORE.)

• An “old school” door-to-door salesman’s secret that can make writing your headlines super fast and easy.

• The single best time to put an order link in your sales letters. (Put it in too early or too late and you can lose a ton of sales. Put your first order link here, and watch what happens.)

• When NOT to use a headline in your sales letters.

• The secret copywriting technique that makes even your most outstanding claims 100% believable. (Most copywriters don’t have the cajones to do this. Yet it almost always increases response — and usually by a LOT.)

• And much, much more.

OK, here’s the deal:

Until recently, I was only going to give this MP3 to people who join my upcoming “CD-of-the-month” deal. Or, maybe even sell it for $97 or more.

But something happened to change my mind:

One of my buddies had a stroke at the age of 33.

I can’t even imagine how hellish that’d be. Especially since the doctors still don’t know why it happened (or how to prevent another one). Plus, since he didn’t have health insurance when the hammer dropped, he’s buried in hospital bills.

And I’d like to help him get some relief.

So, if you donate something (anything — even $1) to his hospital bill fund, I’ll give you the above sales letter teaching in exchange.

In other words:

If you donate a buck or two, that’s fine.

If you want to be a stud and donate $20 or $30, even better.

And if you donate $50 (or more), then I’ll toss in two MORE interviews on copywriting, marketing and selling to further “sweeten” the deal.

Anyway, if you’re interested, make your donation at:

And then forward your PayPal receipt to: ben (at) bensettle.com

As soon as I get it, I’ll send you the interview.

Again, any amount works ($1, $10, $50 — whatever).

And you’ll make a HUGE difference in my buddy’s life right now.

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