Ben Settle

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

Before reading, a little “disclaimer”:

I’m NOT a Twitter expert. I’ve never claimed to be a Twitter expert. And the following is probably worth the electronic bytes it’s “printed” on.

But that won’t stop me from giving an opinion, anyway 😉

Here’s the scoop:

Lately, I’ve observed certain things happening on Twitter that make it VERY easy to either un-follow someone, or ignore them in the first place.

Kinda like the kid who “sprays” people whenever he talks.

He’s the slob who it’s easier NOT to talk to than it is TO talk to because nobody wants to get nailed by “residue” from his last meal. So even if he says something “cool” nobody knows about it.

Below are 5 Twitter mistakes (I believe) do the same thing.

And literally “cyber spray” everyone who sees them:

1. ONLY TWEETING FAMOUS QUOTES

I’ve got nothing against inspiring or thought-provoking quotes.

But for some people, it’s the ONLY thing they do.

Which is a pity.

Not just because it’s easy to ignore them after a while. But because the world desperately needs unique voices — and not just the “warmed-over” thoughts of others.

2. ALWAYS PITCHING

People who do this on Twitter are like the annoying AmWay rep (no offense to y’all MLM’ers doing it right) always pushing his deal down everyone’s throat at parties.

Worst part?

99% of these links lead to truly horrible sales pitches.

Which (to me, anyway) is the REAL crime.

3. ONLY RE-TWEETING AND NOTHING ELSE

Hey, don’t get me wrong — I’m all about RT’ing,

But every single tweet?

Pretty easy to ignore (and un-follow) people who do that.

4. FOLLOW FRIDAY

I don’t “get” follow Friday.

I mean, I understand the idea. What I can’t fathom is the point of putting in multiple people in a single tweet.

It has almost ZERO impact.

Especially since so many other people are doing the same thing on the same day. It’s like looking at the car ads in the Sunday newspaper:

A big fat sea of sameness.

Why not plug ONE person with a reason why, instead?

5. RE-TWEETING FOLLOW FRIDAYS

This is when someone does a Follow Friday of someone’s name and, say, 5 others. And then one of the people whose name was RT’d decides to RT that same tweet — every single time.

Ugh.

It dang near burns the eyes to read them.

# # #

OK, again, I’m NOT Mr. Twitter expert.

So take this email with a shaker of salt.

But if you want to stand out online (Twitter or elsewhere) you have to have impact. And if you want impact, don’t be the kid who’s always “spraying it” instead of “saying it.”

For a free lesson showing you how to monetize Twitter (from a “for real” Twitter expert) check out:

Ben Settle

Remember that “blasphemous” email I sent the other day?

The one where I said value, content, copy and teaching are not “king” when selling online? How they are ALL very important. But how they are not necessarily the moolah-making panaceas everyone thinks?

Well, that email prompted quite a few responses.

And along with the responses, some (good) guesses at what IS king.

For example, one astute subscriber said “action” is king.

Is action king?

I don’t know about that.

Action is MEGA important, no doubt. But… it’s like saying if I flap my arms enough I’ll eventually fly. I mean, you have to take the right KIND of action.

Lots of “arm flappers” are befuddled at why they aren’t making bank.

Another person said establishing trust was king.

Hey, I’m ALL about establishing trust.

It’s one of my favorite ways to sell.

But it’s still not king.

After all, there are many people who you probably trust online but have never bought from, eh? Because, while it’s an awesome (underused) sales tool, trust ain’t king when selling online.

Finally, another smart subscriber said knowing your market is king.

I admit… I used to think so, too.

After all, he (or she) who knows their market best “wins”, yeah?

While that’s true, at the same time, there are millions (literally) of marketers who know their markets like the back of their hand who still aren’t making significant scratch.

Reason why is because knowing your market isn’t (IMHO) king.

Look, y’all get an “A” for effort on this.

These are ALL important (even vital) components.

But NONE of them are king.

Frankly, the real king isn’t obvious.

In fact, it doesn’t even LOOK like a king or like it even belongs in the “deck” at all. And yet, playing this card often means you can make oodles of sales whether anyone likes you or not, trusts you or not, or if you even know how to sell or not.

Very powerful stuff, to say the least.

Anyway, you can get the scoop in The Street Smart Email System at:

Ben Settle

This email MIGHT make a few people angry.

In fact, I bet some will shake their fists at me while reading it.

Or maybe even barrage me with emails saying how “wrong” I am.

Why?

Because I’m going to dispel 4 big myths about what’s “king” when selling online. Myths that are spreading like wildfire (especially in social media). And (IMHO) are hurting peoples’ incomes.

Ready?

1. Myth #1: Value Is King

Bzzzt!

True, value is important. And we should deliver loads of it.

But is it “king”?

If it is, then it must be hiding amongst the peasants.

Because there are millions of people delivering value on the Internet right now who are dirt broke. I know I spent many years delivering value with very little to show for it. And if value is “king”, all the hyper value providers would be rich beyond their wildest dreams.

But most aren’t.

In fact, many are struggling and wondering why.

2. Myth #2: Content Is King

Ditto with #1.

There are lots of people working like mules putting out massive amounts of valuable content each day who STILL haven’t made any moolah. If content was the end-all-be-all, then all of these people would be raking in the dough.

But they’re not.

Because again, while content IS important, it’s not king.

3. Myth #3: Copy Is King

No matter what the chest-beating copywriters say… copy is NOT king.

In fact, as “for real” marketing genius Mike Winnicki (one of those “under-the-radar” marketing experts) said when I interviewed him for my Copywriting Grab Bag book, copywriting is much lower on the totem pole of importance.

Like under your list, offer and positioning for starters.

4. Myth #4: Teaching Is King

Is it?

We pay teachers almost nothing in our society.

If teaching was this magical money-making skill, then great teachers would all be fabulously wealthy, no? I know some mega talented teachers online who couldn’t make a sale if their lives depended on it.

Yes, teaching is hugely important.

It can do wonders for your credibility and positioning.

But it’s not even close to being king.

OK, so if the above aren’t “king”, what is?

Unfortunately, I’m NOT going to reveal this secret for free.

It’s just too valuable.

But it applies to almost ANY kind of online selling you do — emails, sales letters, social media (twitter, facebook, etc), blogs, articles, podcasts, videos, the whole kitten-kaboodle.

I only reveal it in a special report I recently wrote.

However, this report is not for sale for any price.

You can ONLY get it free with your purchase of my new Crackerjack Selling Secrets book.

Details at:

Ben Settle

P.S. UPDATE: The above report is no longer available with Crackerjack Selling Secrets. It is now a part of The Street Smart Email Course, and can only be gotten by purchasing that now.

Do you buy lots of marketing books and info products?

If so, then this email could both SAVE and MAKE you some dough.

Maybe even LOTS of dough.

Here’s why:

Unlike 99% of my marketing friends… I’m NOT a big fan of buying a gazillion dollars worth of books and info products.

Frankly, I will, on average, buy (maybe) 2 or 3 per year.

And even that’s a lot for me in most cases.

In fact, do you want to know something interesting?

In 2008 I consumed only 3 products total — a DVD course, a CD course and a short paperback book. Yet, my income was higher in 2008 than any other year I’ve been in business. And this year, I’ve already beat last year’s results despite having only consumed 2 products so far (both of which are part of last year’s 3, and not even “new”).

What???

Is this some kind of fluke?

Didn’t I get the “memo” from the goo-roos telling me how I must buy thousands of smackeroos worth of info-products each year?

I must have been sick that day, I guess.

Because to me, it just don’t make no sense to go through a good product one time. Especially if you drop $100, $500, $1,000, etc on it.

IMHO, it’s better to consume the good ones 10x’s (at LEAST).

Not only do you get a DEEP understanding of the subject, but you also get tons of new ideas, solutions, and lots and lots of “fodder” for your ads, products, articles, blog posts, emails, etc.

Now, let me be crystal clear about something:

I’m NOT saying people who read tons of books are “wrong.”

I’m just saying it doesn’t work for me.

So by all means, do whatever works for YOU. You know yourself and your learning style better than anyone. And my way may NOT be the best for you.

But I will say this:

If you want to learn a subject (sales, copywriting, marketing, whatever) at a far deeper level than your competition, try it my “10x’s way” and see what happens.

Yes, it sounds redundant.

Yes, it sounds boring.

And yes, it sounds like overkill.

But if you’re passionate about the subject, it’s actually fun.

And I bet you make many more smackeroonies as a result.

Ben Settle

P.S. BTW, two products I’d suggest consuming 10x’s (and yes, I AM shamelessly biased with this) are The Copywriting Grab Bag and Crackerjack Selling Secrets.