Ben Settle

Just got this question from a subscriber today.

If you’re struggling to get started in your business, or just can’t seem to make things happen right now, then you may find it helpful.

Anyway, here goes…

QUESTION: Ben, I’ve bought almost $1,000 worth of marketing and copywriting products over the past several months and am still struggling and am not making any moeny. What do I need to do? Do I need to find a mentor? Is there a specific product you recommend? Please help me with this, thanks.

BEN: First off, STOP buying any more products.

That includes my copywriting book or anything I sell, too. You should have MORE than enough “ammo” to get started.

The problem is NOT buying yet another product.

It’s IMPLEMENTING what you already have.

It’s ironic, but sometimes having too many great info products on sales and marketing and copywriting, etc can be a bad thing.

Why?

Well, its kinda like taking a nice, hot shower.

Do you like taking showers?

I sure do.

There’s nothing like a hot, steamy shower to relax your body, wake you up and sharpen your senses for the day.

But, you can’t stay in there forever, can you?

Sooner or later, you have to leave the safety and comfort of that hot shower… feel that cold bite of air when you open the shower door, step onto the ice-like linoleum floor, and go through the routine of getting dressed, brushing your teeth, combing your hair, shaving, etc.

Otherwise, let’s face it:

If you never left, you’d run out of hot water (and that really sucks). Your skin will start to get irritated and wrinkly. You’ll have a monster water bill, run late to your appointments or to your job, and so on.

Eventually you HAVE to exit that comfy shower.

And it’s the same with marketing info products.

It’s safe and easy to keep buying new products.

But eventually you have to start implementing what you learn. You have to run some of your own ads, or start contacting prospective clients, or do whatever you’re learning about.

It’s ALL about taking action, baby.

At some point, you gotta leave that comfy, heaven-like shower. And when you do, things WILL happen for you.

In fact, you’ll probably be amazed by how fast success comes.

Ben Settle

So I saw Wolverine last night and what an AWESOME flick.

I’ve actually been a Wolvie fan since I was a kid.

And I really liked this movie.

Especially since (I bet you saw this coming a mile away) it got me to thinking so much about marketing.

You see, the coolest thing about Wolverine isn’t just his claws.

Or his bloodhound-like sense of smell.

Or his indestructible metal skeleton.

All that’s cool but, IMHO, his healing factor kicks the most rumpus

This means cuts, poisons, toxins, have no effect on him. As soon as he’s shot or stabbed or run over by a car or whatever… he heals extremely fast. And he basically doesn’t age.

Add that to his unbreakable skeleton and he almost can’t be killed.

And guess what?

If you want to make your business impervious to being killed off, so it can survive (and thrive) the effects of endless copycats, law changes, marketing conditions and shifting consumer demands… then simply give your marketing its own “healing factor.”

And the way to do that is by… testing.

For example, testing new ads — including headlines, themes, offers, openings, sub heads, PS’s, price points, etc.

Testing new ideas — such as different products, auto-responder sequences, product titles, email formats (i.e. daily), etc.

Testing new lead generators — like offline media publicity, ezine articles, banner ads, offline magazine and print ads, tele-seminars, social media, etc.

Testing new follow-up formats — by mixing and matching online, offline, email, direct mail, fax broadcast, tele-phone, post cards, etc

Testing new “voices” in your marketing — including using humor, weird personalities, and other “off the wall” people talking to your customers and prospects via your marketing.

Anyway, these things are all pretty basic, eh?

And the more you test them, the harder you’ll be to knock off.

The faster you can grab top market positioning.

And the more impervious to marketplace changes you’ll be.

In fact, it’ll be like lacing your business with an indestructible metal skeleton (just like Wolverine’s, baby) — complete with razor sharp claws that let you tear through your competition.

OK, that about taps out my “geek quota” for today.

I’ll yap more about this stuff in my continuity program at:

Ben Settle

OK, here’s a question I’ve been getting a lot.

Especially since switching from a purely “copywriting” newsletter to an all-kinds-of-selling newsletter:

My answer:

While people still cold call — some from necessity, others because they missed the last 15 years of technological innovation — it’s mostly not necessary anymore.

Especially if you know a few key sales and marketing strategies.

Such as the 101 ways I teach in Crackerjack Selling Secrets.

But, for a second, let’s pretend you have NO choice.

You HAVE to cold call or starve to death.

What’s a simple, painless way to do it?

Is it to “psyche” yourself up mentally, slapping your face and repeating positive affirmations in the mirror 100 times?

I guess that wouldn’t hurt (except for the slapping part).

But what I’d suggest is taking a page from Jim Camp’s story.

Jim Camp is one of the most feared negotiators on planet Earth. His near-magical negotiating methods have been featured on CNN, CNBC, The Wall Street Journal, Fortune, Harvard Business Review, Fast Company, Inc., and more.

And he once told a story about selling water filters door-to-door.

(A tad harder than even cold-calling, eh?)

He had his magical script the company gave him. Memorized all the common answers to objections and questions. And was well versed in all the latest sales “techniques” and sales guru scripture.

And for 3 weeks not one. lousy. sale.

Even though he was a walking sales technique encyclopedia. And even though he was working neighborhoods with truly terrible water, where people would be likely to WANT a water filter.

So one day, Jim said screw it.

He threw his script away, knocked on doors and (basically) said:

And guess what happened?

That’s right — people started opening the doors and letting him in.

Why?

Because he talked about THEIR problems instead of HIS product.

Instead of wasting time trying to “convince” people, he quickly qualified them — and separated the sheep from the goats. If they weren’t interested in the main benefit, see ya later. No water filter for you.

If they WERE interested, he gave them what they wanted.

In this case, it was softer hair.

Selling is selling is selling.

Whether cold calling, eyeball-to-eyeball, social media, copywriting, email, PPC, it’s all the same:

Find out what people want and then show them how to get it.

You can learn more sales and marketing strategies like this at:

Ben Settle

Remember that “marketing waving guy” I told you about?

The guy who waves and points and even tips his hat and bows when you drive by him and honk your horn?

Well, yesterday, while driving through town, I saw him again.

But this time… the dude instead gave me the finger!

Well, it LOOKED like it, at least.

I think it was just the angle I was driving from and sunlight was flashing my eyes and blocking my vision. Most likely, he simply pointed at me and smiled when I honked.

Still… all this got me to thinking.

What if he DID give me the finger? Or what if he’d made a raunchy gesture? Or if he yelled an obscenity about my mom or something?

Would I even care?

Probably not.

In fact, I’d probably make excuses for him — like a bad day, etc.

I mean, he’s the waving guy.

He’d never do something like that in his right mind.

All of which proves a valuable sales and marketing point:

If you are the “waving guy” of your market… who makes people SMILE and like you so much they look forward to spending money with you… and you screw up (as we ALL do), then you’re automatically in a MUCH better position than those just doing “business as usual.”

I mean, think about it:

When competitors or snarky people spread nasty rumors about you in the forums or social media sites, your fans rush to your defense.

When you make a mistake, all is instantly forgiven.

And when you have to raise your prices or change something about your services, people don’t freak out, call you names or assume you’re a greedy bastard.

Instead, they understand — and are behind you.

I’ve observed this with many businesses over the years.

There are certain marketers who conduct their businesses with so much class and transparency and ethics, even when they make a huge blunder, nobody cares.

Nobody gets on their case.

And nobody makes a big deal out of it.

Anyway, just something to think about.

When you’re the “waving guy” of your niche, you wield a power far greater than anything your cash-flush, loud-mouthed competitors could even dream of.

And who knows?

Maybe you’ll even (figuratively!) give ’em the finger on your way up.

Ben Settle

P.S. Two marketing “waving guys” that immediately come to mind are Terry Dean and Ken McCarthy — both perfect examples of how you can succeed BIG TIME without using the questionably ethical tactics so common in cyberspace

They also both were gracious enough to contribute some of their best marketing secrets to The Copywriting Grab Bag.

I have a rather bizarre admission to share with you:

Lately I’ve been opening a lot of spam emails.

Well, maybe not a “lot”, but certainly more than usual.

Why?

Is it because I want to read emails about male “enhancement” drugs?

Uhm, no, think I’m good to go there, thank you.

Is it because I wanna try that Acai Berry stuff?

Nope.

Is it because I need a new wristwatch, handbag or other doo-dad these spammers are always pushing?

No, not that either.

So what’s the reason?

Well, weird as it sounds, the reason I’ve been opening so many spam emails is because of the subject lines.

Lemme explain:

Some of these Spams-R-Us writers are using langauge that’s extremely appealing to me as someone who does business online. Even to the point where I’ve been playing around with them for mine, and my clients’ emails.

Here are a few examples of some recent ones that “got” me:

Not exactly blatant spam headlines, are they?

In fact, I doubt any of them would be flagged at all. And I actually thought, at first glance, these were from marketing lists I’m on!

And guess what?

If you want some cool email subject line templates (especially if you’re in a business-to-business market) these all make great “fodder.”

Each one is easily tweaked and swiped. (I used one for THIS email.)

They likely won’t set off the spam alarms with the ISPs.

And, if you make your emails relevant (that’s the key) to these subject lines, they could nab you more sales.

Whoda’ thunk you can get value from spam?

You can learn more about email marketing, including how to write subject lines and thwart the spam filters, in The Copywriting Grab Bag in Appendix 8 and in the interview with Jay White on the bonus CD.

Until next time…

Ben Settle

P.S. Speaking of The Copywriting Grab Bag and email marketing…

One of my “secret weapons” for emails is old comic book ads.

And you want to know what?

The CD that comes with the book contains dozens of comic book ads. Many of which can make writing subject lines, blog titles and especially PPC ads a LOT faster and easier:

Unless you’re brand spanking new to marketing (or have been living in a cave?) you’ve likely heard of the famous “80/20” rule.

This is where 80% of your results come from 20% of your efforts.

So, for example:

20% of your customers pay you 80% of your moolah.

20% of your website gets 80% of your visitors.

20% of your time is when you get 80% of your real work done.

And so on, and so forth.

But guess what?

There’s also ANOTHER 80/20 rule nobody ever talks about.

One you probably won’t hear much about from the goo-roos or see in their big ol’ fatty info-marketing products.

But it can make a HUGE impact on your sales.

And make selling far easier and even “routine” for you.

Here’s the story:

Several years ago, I was listening to some motivational speaker on tape (can’t remember his name), and he started cracking jokes about people who like to complain.

One of his jokes went like this:

Ha!

It’s true, though, isn’t it?

And believe it or not, this little joke reveals a gigantic opportunity for you and me.

Because, to paraphrase the motivational speaking guy above:

OK, so how can this help your sales?

Well, it means nobody really cares about your customers.

Nobody wants to hear them out.

And nobody is taking the time to see things from their point of view.

All of which means…

If you’re the one person who DOES care about your prospects and customers… who DOES hear them out… and who DOES take the time to see things from their point of view… you’ll get their attention, their respect and their business.

It’s so easy, too.

All you have to do is… well… care about them.

Just like you’d care about a loved one or friend.

To see the world through THEIR eyes, emotions and challenges.

This is one of the 7 “lynchpins” of my Crackerjack Selling Secrets system that can make selling 10 times easier for anyone.

And it’s the easiest kind of selling there is.

It not only gets you short term buyers… but also customers for life who will become like your very own “disciples” — spreading the good news about you, your products and your business to everyone they know.

Hey, I KNOW this caring stuff isn’t exciting.

It’s not nearly as sexy as the dopey “black hat” persuasion tricks some people love to brag about using “on” their customers and tricking them into buying.

But sexy or not… it works like gangbusters.

Ben Settle

What I’m about to say is EXTREMELY… geeky.

In fact, of all the geeky stuff I’ve ever told you in these emails, this baby takes the cake.

But…

If you hear me out, and let the message “gel”, I truly believe you could find a renewed sense of purpose.

A mission beyond just making moolah, surviving or living it up.

And maybe, just maybe… an urge to kick some SERIOUS boo-tay in your business and life.

Anyway, here’s the story:

Yesterday while farting around on YouTube (helps me unwind) I came across a clip from “The Two Towers” (from The Lord Of The Rings). It was the Samwise Gamgee monologue — when he’s telling Frodo why they HAD to hang in there.

Why, as all went to hell in a hand basket, they HAD to keep going.

And they HAD to keep fighting — no matter how hopeless it was.

Now I’ve seen this movie lots of times.

And I could probably quote the book chapter by chapter and verse by verse as a kid.

But this time it “stuck” with me.

Especially in light of the world financial woes, political scandals and freaky health alerts the media farts out each day. (If ever there was an institution that actively tries to crush your spirit, the “news” is IT.)

And you know what?

If you read Sam’s monologue (below), and put it in context of the challenges YOU’RE facing right now, I believe it’ll have a positive impact on your day, your year and possibly even your LIFE.

OK, here goes:

SAMWISE: It’s all wrong. By rights we shouldn’t even be here. But we are. It’s like in the great stories, Mr. Frodo–the ones that really mattered… full of darkness and danger they were. And sometimes you didn’t want to know the end, because how could the end be happy? How could the world go back to the way it was when so much bad had happened? But in the end, it’s only a passing thing. Even darkness will pass–a new day will come. And when the sun shines, it will shine all the clearer. Those were the stories that stayed with you and meant something, even if you were too small to understand why. But I think I do understand–I know now. The folk in those stories had lots of chances of turning back. Only they didn’t–they kept going, because they were holding onto something.

FRODO: What are we holding onto, Sam?

SAMWISE: That there’s some good in this world, Mr. Frodo. And it’s worth fighting for.

Sam’s one smart little hobbit, ain’t he?

And his advice is solid gold:

Don’t let the naysayers stop you. Shut out the nightly news nitwits trying to paralyze you with fear and doubt. Dig in, pray for strength and wisdom, and do. your. thing.

If you have a worthy goal, you WILL be challenged.

Question is… will challenges STOP you and send you scurrying back to The Shire?

Or will they PROPEL you forward, making you even more hellbent on throwing the accursed Ring into Mount Doom?

Only you can answer that.

And when the day comes, it’ll be the defining moment of your life.

Ben Settle

Got LOTS of subscriber questions over the weekend.

Mostly about the new website change.

Specifically, “Ben, why are you not focusing on copywriting anymore?”

Answer:

I AM still focusing on copywriting in a way.

Here’s the thing:

What a lot of copywriters desperately need to “get” is copywriting is NOT writing. Copywriting is in a totally different league than writing. Heck, copywriting is not even in the same sport as writing.

Yes, writing ability helps.

But FAR more important is your ability to SELL.

To sell in an email, ad or sales letter.

Or to close big ticket deals on the phone.

Or to persuade someone on joint venturing with you.

Or to know how to sell on social media sites without coming off as an obnoxious cyber carnival barker.

And so on.

It’s ALL selling.

The same strategies I use to write ads are the exact same age-old strategies revealed in my upcoming Crackerjack Selling Secrets book.

The same strategies (in many cases) in The Copywriting Grab Bag can be used in tele-seminars, selling in videos, selling coaching services, etc.

It’s ALL selling at the end of the day.

But here’s the thing:

Most people think sales is a dirty word.

Almost like the “f-word” of business.

And who can blame them?

Most people DO come off as hypey carnival barkers pushing some substandard product nobody wants, needs or has any desire to possess.

And my new “mission” is to make sales FUN for people.

To make it 100% ethical and comfortable.

And to help you make mucho buckeroos without using any funky manipulation, stoopid sales tricks or high pressure closes (NONE of which work very well anyway).

Think of it like the old TV show “The Munsters.”

Remember that show?

The whole family were basically monsters — like Frankenstein, the were-wolf, the ghoul, dracula, etc.

And whenever the mailman or the water meter guy or whoever popped in they’d get freaked out by the look of them.

Because they LOOKED like monsters.

Except, of course, for the blonde hottie cousin living with them — Marilyn. Everyone liked and trusted her. Because she looked like a nice, normal person — not a monster.

And that’s how selling is, too.

You can use the lame manipulation, gimmicky, hype-filled tactics everyone on the Internet uses and come off as a monster.

Or you can be like the blonde chick in the Munsters: Inviting, attractive and EASY to talk and do business with.

Anyway, that’s the idea behind the new site.

Stick around and I think you’ll start selling more with less effort.

Ben Settle

The last 24 hours have been quite an adventure.

After changing my website around to reflect the new focus of what it’ll be about, I had a seemingly endless string of glitches happen.

BAM! BAM! BAM!

It’s like some evil little techno-gremlin was sabotaging my every move.

The little bastards.

In fact, one of my auto-responders sent out 60+ emails to most people on that particular list in one night — Doh!

The moral of the story?

If you read this site (or my daily email tips) because you want to get better at selling, marketing, copywriting, etc, that’s fine and dandy.

But PLEASE take any technological advice you see here with a big, fat grain of salt.

Ben Settle

P.S. Next time… something a lot more interesting than this to talk about.