Ben Settle

Remember that “time to make the donuts” dude?

He was the short, pudgy guy with the mustache in the “Dunkin’ Donuts” commercials who looked like he hadn’t slept in weeks, who walked into work each morning saying, “Time to make the donuts…” (One time he was so overworked, he walked in and said “Time to make the donuts” only to see another version of himself coming out answering, “I already made the donuts…”)

Anyway, I’ve been making a lot of “donuts” lately (so to speak).

And just don’t have time to write a real tip today.

So instead, I want to reprint a special offer where you can get an extremely valuable sales letter teaching I did in exchange for donating something (anything) to my friends’ medical fund.

No amount is too small (even $1 helps).

And you’ll be making a HUGE difference in someone’s life.

Ben Settle

P.S. Here is the offer…

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

Got an MLM “war story” for ya today.

One that could save you LOTS of buckeroos if you ever choose to “piggyback” off another successful business’s marketing ideas, campaigns or strategies.

Here’s the scoop:

As you may (or may not) know, I used to be in MLM.

And while I’m no longer in “the business” anymore, I learned some invaluable lessons while being pounded on by prospects day after day.

My favorite is the infamous “Get Your Spot” fiasco.

This was a doozy of an idea my upline leader cooked up.

What he decided to do was create a “mass sponsoring” campaign by aping what AOL (at the time) was doing — which was blanketing millions of homes with AOL CD’s. But, instead of AOL software on the CD’s, my upline dude’s idea was to put his sponsoring video on them (he labeled them “Get Your Spot!” — as in, “get your spot in this MLM deal while it’s hot!”)

Look, I won’t say it was a completely bad idea.

On the surface it almost even made sense.

I mean, AOL made hundreds of millions of smackeroos from it, yeah?

But there was a “snag” in the master plan:

The AOL discs were mass mailed to peoples’ mailboxes with an offer to try their Internet services free for 100 hours. It was a no-brainer for anyone wanting to get online (which was a LOT of people at the time).

The “Get Your Spot” thing?

Not so much.

In fact, it was almost the exact opposite.

Because instead of mass mailing millions of people a product they already WANTED (like AOL did), we manually passed out these “Get Your Spot” discs to people, and then tried selling them something they didn’t want and, in some cases, were even HOSTILE to.

Anyway, here’s the “moral” of this story:

Be careful when mimicking another successful business’s ideas — whether it’s a sales letter, marketing campaign or business plan.

I’m not saying it never works.

But most successful marketing has lots of “moving parts.”

And it’s usually very hard to mindlessy copy and pull off.

Ben Settle

P.S. To “get your spot” in my Crackerjack Selling CD Club, go to:

Do you listen to music when you write ads, emails, blogs, etc?

If not, I HIGHLY suggest you do.

In fact, I believe if you do what I’m about to suggest, you will find yourself much more in “sync” with your customers. And connecting with them in a way none of your so-called competition is.

Let me ‘splain:

I’ve written lots of ads in the self defense market this year.

And the client (one of the sharpest marketers on the Internet), once took it upon himself to have a “Claritas” report made of his best customers.

This is a service provided by Nielsen (they analyze TV audiences).

And what this report does is, it tells you ALL kinds of facts about your best customers you never knew before. Even stuff you don’t care to know. (Cripes… it’s almost like if your market so much as goes to the bathroom at a certain time every day, you’re gonna know about it.)

Anyway, here’s the point:

One thing we learned about the market was the kinds of movies they watch. In this case, “guy” movies — especially movies with lots of action and violence (the more the merrier).

So when writing to them, I play movie scores from “guy” movies.

Like the scores from the recent Batman movies, for example.

Or maybe a Tarantino movie.

Or a Mel Gibson flick.

Or any other “guy” movies that made big bux.

And now I urge you to do the same thing.

If you know your market listens to, for example, classical music — then pop some Mozart or Beethoven in when writing to them. If they listen to smooth jazz then tune into smooth jazz. If it’s gangsta rap then God help you — just take some aspirin and suffer through it.

Try it yourself and you’ll see what I mean.

I bet you’ll find your writings more persuasive.

For 137+ MORE rare copywriting secrets like this (that work like gangbusters no matter what music you listen to), check out “The Copywriting Grab Bag” at:

Ben Settle

No time for dilly-dally today.

Got some excellent subscriber questions I want to address.

Ready?

QUESTION: When you promote an affiliate product, you provide two links. One is an affiliate link and the other is a “naked” link. Why do you do this?

BEN: Very good question.

I mean, how can I possibly increase my sales by including a link from which I receive zero smackeroos?

Well, here’s the “short answer”:

Because Ray Edwards (Internet marketing genius and copywriter for Tony Robbins) does it.

For the long answer, check out “The Affiliate Trump Card”:

Don’t worry, it’s cheap (unlike my other books and services.)

And I honestly believe the Ray Edwards interview ALONE (where he explains how he “accidentally” makes 6-figures per year JUST with affiliate marketing — despite having a small list) is worth more than $100.

QUESTION: Do you have any tips on how to edit sales copy?

BEN: Yeppers.

But unfortunately, almost nobody has the cojones to do it — even though it’s all but guaranteed to make your ads more persuasive and your writing crystal clear.

And that is by reading your ad out loud 10 times.

Yes, it’s tedious.

And yes, your loved ones will curse the day you ever decided to write sales copy.

(Cripes… even my dog gets annoyed when I do this.)

But you’ll catch all the errors, get LOTS more profitable ideas, and you’ll dang near be able to see your reflection shining on each page from giving it such an intense polish 😉

QUESTION: How can I become one of your “beer level” copywriters?

BEN: Holy shnikes I get this question a lot.

It’s referring to my “Starving Marketer’s Special” for clients who don’t yet have enough scratch to hire an expensive copywriter.

Anyway, here’s the thing:

I won’t even consider referring anyone to my friend (who services these clients) who isn’t indoctrinated in the Ben Settle school of copywriting. In other words, people who don’t (at the very least) have my “Copywriting Grab Bag” book — www.CopywritingGrabBag.com

So that’s step numero uno.

And even then, I can’t promise anything since I don’t even know if he’s taking new copywriters.

But I’m happy to shoot your name over if you “qualify.”

OK, that’s a wrap for today.

Until next time…

Ben Settle

Yesterday I awoke to a cool little surprise:

A blog post Terry Dean wrote dissecting one of my recent emails.

Terry is, IMHO, a “for real” guru.

A sort of marketing “scientist” who, for the past 13 years, has methodically tested and tracked his ads and emails, and has probably forgotten more about Internet marketing than most of us will ever know.

Anyway, it’s an excellent analysis.

And he reveals some of the “mindset” behind my emails (especially subject lines) when writing them for both myself and for others. (Just to give you some perspective, an iContact representative recently told me the emails I write for another business I partner with have some of the highest open rates she sees).

You can read all about it now at:

Enjoy 😉

Ben Settle

P.S. BTW, Terry Dean has been selling with email since before most of us even logged onto the Internet. And a couple years ago, he revealed some of his best-kept email marketing secrets when I interviewed him for my “Copywriting Grab Bag” book.

You can get the full scoop over at:

Oops!

I misspelled the word “rules” in the title above, didn’t I?

Oh no!

According to a few self-appointed email and marketing ex-spurts out there, I just committed sales “suicide.”

Actually, I kind of doubt it.

In fact, want to know something funny?

Strange as it sounds, there have been many times where I’ve had more success by BREAKING established sales, marketing and copywriting “rules” (even those set forth by old school masters I admire and respect) than by following them.

This is no joke, either.

In fact, here are some examples of rules I’ve (profitably) broken, smashed and buried with reckless abandon:

• Embracing my negative emotions

• Engaging in “stinkin’ thinkin'”

• Sending my list a daily email

• Putting my full message in my emails (even super long ones) instead of a teaser

• Not using affiliates for my products

• Turning off the comments on my blog

• Not writing “killer” headlines (most copywriters would probably think my biggest winners to be too “boring.”)

• Rarely using testimonials in my ads

• Plugging an affiliate link AND a “naked” link when selling someone else’s product

• Not reading lots of books or buying lots of info products (especially the ones people insist I “must” get)

• Round number pricing (like “$10″ or $20”)

• Misspelling words in ads and emails

• Joking around and goofing off in my marketing

• And so on and so forth

Anyway, here’s the reason I’m telling you about this:

If you ever want to “shake” things up a bit in your business (if for no other reason than to keep things exciting) try breaking a few marketing rules yourself — including the ones everyone else follows without question.

I mean, who knows?

You might just find your next breakthrough.

Ben Settle

P.S. Want more “contrarian” sales and marketing tips?

Then check out:

Ready for another “Marketing Monsters” episode?

You are?

Okay then… below are 3 more blood-thirsty marketing monsters prowling the countryside looking for fresh new victims to sink their teeth into:

MONEY-SNATCHING POD MAN

This marketer is always seeking large amounts of affiliates to sell substandard products to their lists in a “feeding frenzy.”

In other words…

These affiliates are pushed into promoting some “new” product to their lists in a very short time frame (often with the same pre-written email about how they were on the phone with the product creator and learned of a new way to do whatever it is the product is supposed to do.)

The product creator makes out like a bandit.

And the hapless affiliates sacrifice their reputations and any built-up TRUST they once had with their lists on his blood-stained alter.

THE GURU GHOUL

This monster often appears as a “guru.”

And he looks exactly like an expert.

Yet, he’s the complete opposite!

You see, what he does is, he lures unwary newbies in his market (usually “rabid” markets) to his cave and devours their every last penny — while delivering little or no real value.

And to make matters worse…

He is a master at using “social proof.”

In fact, he’s so unbelievably good at using it, his victims actually think he’s doing them a favor — almost like it’s a privilege — as he consumes their last dime.

APATHETIC ALIEN FROM PLANET X

This marketer LOOKS like other ethical marketers.

Frankly at first glance you cannot tell the difference between him and a decent human being who cares about his customers.

Until you buy something, that is.

Fly in your food?

“Tough luck.”

Car brakes squeak 3 days after you drive off the lot?

“So? Not my problem anymore.”

Product still hasn’t arrived after 9 weeks?

“Be patient.”

Avoid this soulless entity who couldn’t care less about you or your fellow earthlings at ALL costs. He’s a miserable wretch who hates his own business.

And nothing likes company more than misery.

OK, that’s enough geeky foolishness for today.

Turn on your nightlight, close the closet door and look under your bed. These monsters are everywhere — always hungry, prowling the darkness for victims.

Don’t you be their next meal…

Ben Settle

P.S. You can see previous “Marketing Monster” episodes at:

Holy Shnike!

Yesterday’s bit about money-flashing goo-roos touched a nerve.

It also prompted the following question, too:

“Ben, how can you tell if someone’s legit besides the publicly counting money thing? I have started noticing that sometimes the better the marketing is the worst the product is. Any other tips?”

Well, I have a theory about this.

It’s a bit on the weird side (actually, more like the “retro” side).

But I have found it to be true 9 out of 10 times.

Ready?

OK, well, it’s kinda like Fonzie from “Happy Days.”

The Fonz didn’t have to go around telling people he was cool. He didn’t have to pick fights with people to show he was a tough guy. And he didn’t have to brag about being with a million chicks because, frankly, he always walked into Arnold’s with a hotty in each arm.

In other words, he didn’t have to SAY he was cool.

People just KNEW it.

Just like everyone knew Potsy was a dork.

Or that Ralph Mouth was a jackass.

Or that Richie Cunningham was a square.

And whether it was because of his reputation, his actions or the “air” about him — when people said Fonzie was cool, there was no argument.

Same goes with the goo-roos today.

The good ones don’t have to tell you how cool they are.

You just KNOW it.

Because if there’s any doubt their products will do what they claim, they won’t just tell you how wonderful their stuff is… they’ll PROVE it to you.

And not by flapping their gums, either.

But by demonstrating it to you via their knowledge, reputation, the company they keep and, yes, a solid sales pitch that’s not packed full of fluff, lies or exclamation marks.

Anyway, my point is, all you gotta do is observe.

It’s the best way to tell between the Fonzies and the wannabes.

Ben Settle

P.S. Want to be “cool” with your sales and marketing? Then do what the Fonz would do — grab your black leather jacket, hop on your Harley, and speed on over to:

Every so often, I get a question goes like this:

“Ben, I’m tired of wasting money and time on expensive marketing courses that turn out to be just more of the same old rehashed information. How can I tell the fakes and frauds from the legitimate gurus with quality products?“

Interesting question, eh?

And the following is a giant “red flag” I look for.

A red flag that, when I have ignored it, I regretted it in (almost) every single case. And while there are exceptions to what I’m about to say, avoiding buying from people who do this has served me extremely well so far.

Anyway, here’s the red flag:

Publicly counting their money.

In other words, do they spend all their time bragging about their fancy cars, houses and other “toys”? Is their main “proof element” a screenshot of their bank account? Do they constantly drone on and on about all the moola they banked last week?

Narrows the list of goo-roos to buy from doesn’t it?

Now, just to be clear, I’m not saying this is ALWAYS the case.

There ARE exceptions.

And I’m not judging anyone specifically.

Just telling you my criteria.

And this is why my shelf of sales and marketing courses is actually pretty small. I don’t waste my time on nonsense just because someone knows how to work the affiliate machine.

Plus, here’s something else to think about:

How wise is someone who publicly counts their money?

I mean, think about it:

If some sue-happy shark of a lawyer (or, worse, attorney general) is swimming around looking for lunch, what better “chum” is there than the latest guru blabbing about all the smackeroos he makes in his advertising?

Just don’t make no sense to me.

But hey, maybe I’m the odd ball when it comes to this stuff.

Whatever.

Again, I’m NOT saying it’s ALWAYS the case. And there are times when it make sense to do a little showboating.

But for the most part, I avoid the cash-flashers.

Ben Settle

P.S. For 101 ways to sell your products and services all day long (without revealing the details of your bank account, the size of your house, or how many cars you have), then zip on over to: