Ben Settle

I don’t know about you…

But usually, when I go to buy something of a significant price tag, the sales presentation just really, really bites.

And it ain’t just me, either. Everyone I’ve asked about this says the same:

It really IS hard to find good help these days.

Question is, why?

Well, I think I know at least one reason.

And I suspect if everyone who sells for a living (whether in person, on the phone, in an ad, retail, whatever) stopped doing it… they’d not only sell more, but have customers that are FAR happier.

What is this “thing” of which I speaketh?

Using PRESSURE.

Let me ‘splain:

Let’s pretend you’re out buying a car (always fun, eh?)

So you go to the the first dealer and it’s the same old jazz:

Some slob comes running out with a half eaten donut in one hand and a styrofoam cup of coffee in the other, and immediately recites you his “shady salesmen’s book” chapter and chapter and verse by verse.

He tells you how great each car is.

How this car just got in and the low price won’t last long.

How that car is one his own daughter wants to buy.

How you came at just the right time because they never had THIS many cool cars to choose from before and aren’t you lucky?

And on and on it goes… lies flowing so easily and naturally from his lips it’s spooky.

Barf.

Then… you go to another dealer that’s completely different.

Instead of the usual shtick… the sales guy says:

“Look, I don’t know if we have the right car for you. I’ll do everything I can to help. But if at any time you don’t think we have what you need, will you do me a favor and just let me know? That way we don’t waste any of your time…”

Now, in this case, which salesman will you TRUST more?

Which one do you think has YOUR best interest at heart?

Which one are you more likely to BUY from?

Anyway, ’nuff said.

Pressure sucks.

Remove it, and watch your sales almost go up automatically.

Ben Settle

P.S. For the easiest and most reliable way of removing pressure, that gets people wanting to buy from you (and ONLY you)… see chapter 6 of Crackerjack Selling Secrets.

One guy told me he used this secret to make a small, quick change to his website and his sales shot up from $180 a day to over $1600.

Not too shabby, eh?

And all from just this ONE change.

However, you cannot buy this book anywhere else for any price. I was originally going to sell it on amazon for $97 but decided not to. So you can ONLY get it by joining my coming continuity program deal… and you can only get it (ironically) free:

I admit it, I’m a geek.

No, seriously, it’s true.

For example…

One of the first sites I read each day is a comic book movie fan site. I get much of my inspiration for my ads (power words, unique phrases, story ideas etc) from comics and RPG’s I played as a kid. And I’m prone to seeing certain movies (like Star Trek, Star Wars, Spiderman, Batman, Lord Of The Rings, Terminator, etc) multiple times.

So calling me a geek is truly an understatement.

BUT… being a geek has its advantages, too.

Especially in copywriting.

Take for example, an incident that happened to me last year.

I was reading one of my favorite comic book movie websites at the time. Going through the week’s stories and getting my “geek fix” for the day.

When, I see something that really intrigued me.

I don’t remember exactly what it was. I think it was a link to an article about an upcoming movie or something stupid like that.

Whatever it was, one thing is sure:

It shot my geek antenna up like a pop tart out of a toaster.

So I scroll down, click the link thinking I’m getting some juicy movie details when… I’m shunted to some dorky (even by MY standards) Rick Astely video on YouTube.

Turns out I got rickrolled.

This is basically where you put a link on a web page or in an email that promises something really cool, so people eagerly click it, only to send them to this extremely lame Rick Astely (thus “rickrolled”) 1980’s music video.

And you know what?

This sort of thing happens ALL the time in advertising, too.

One infamous example is the headline: “SEX!”

But the body of the ad has nothing to do with sex. It’s about life insurance or some other subject as dry and dead as a horse’s skull in the desert.

Anyway, it was a great “wake up call” about what NOT to do.

I mean, let’s face it:

Sometimes it might be tempting to make a promise in a link that gets oodles of attention, but that doesn’t describe your ad, blog post, article, etc at all.

It’s one thing to rickroll people on comic book fan sites.

But rickrolling your market will KILL your response and credibility.

Anyway, for more geeky comic book inspired copywriting secrets, put on your cape and tights and fly on over to:

Ben Settle

Ever since Monday the number “1” has been on my mind.

Why?

Because most the day I was without any long distance phone service or Internet access.

Not sure what happened, exactly.

And I have to admit, I got a TON of work done. In fact, I’ve even seriously been thinking of doing a periodic “Internet fast” now. My productivity was off the freaking charts.

But what sucked is it happened at the WORST possible time.

I was literally right in the middle of sending out an email for another business I’ve been partnering with when the Internet pooped out. This was NOT good as there was a lot of moolah on the line.

Murphy’s Law strikes again!

But you know what?

It’s completely my own fault because I’ve foolishly taken my eye off that evil #1.

Here’s what I mean:

Few years back, I heard Dan Kennedy say something that changed a lot about how I look at my business and the vagaries of life.

He basically said “one” is the most dangerous number in business.

In other words…

Relying on ONE way of getting leads, ONE way of contacting your leads, ONE piece of software, ONE service provider, ONE source of income, etc.

Doing so leaves you vulnerable — and basically naked.

Because if that one thing is ever taken away… you’re screwed.

Just ask all those marketers who relied ONLY on fax broadcast and cold tele-marketing when they were all but outlawed in the U.S.

Or the people who were caught with their pants down from ONLY using AdWords during that nasty “Google Slap” a few years back.

Or someone who loses a job that’s their ONLY income source.

It ain’t pretty having the rug yanked out from under you like that.

And Monday I was made painfully aware of the fact I’ve been too reliant on certain technologies. That I may have to do the unthinkable and get a new mobile phone (I don’t even remember where my old one is, I never use it). And that I should probably put some serious thought into getting a second Internet connection — even if it’s local dial up.

Ugh.

I thought technology was supposed to make life easier?

Anyway, if you rely on any one thing in your business, think twice.

You could be setting yourself up for some serious chaos. Especially in THIS kooky day and age where laws, technology and circumstances change like underwear.

So to paraphrase the famous “Three Dog Night” song:

Avoid it like the plague and you’ll be better off.

Ben Settle

P.S. Another thing you don’t want to rely on “one” of is sales and marketing strategies. You can learn 101 easy & ethical sales secrets that have been proven to work for thousands of years at:

Got kind of a weird sales tip for you today.

In fact, it may even stink a bit.

But if you sell a product or a service of any kind (especially if you sell in person or over the phone) I think you’ll find it very helpful.

Anyway, here’s the story:

Last week, I was walking Zoe (my dog) down by the beach like I do every night when, a couple hundred feet away we see this big ol’ fatty skunk.

Now usually, this is no big deal. I mean it’s not like it could spray us from that far away.

But there was something different about this skunk.

For one thing, he wasn’t scared of us like most skunks.

In fact, the little stink-bag came TOWARDS us with his tail up — as if he wanted to spray us with his stink-shooter. (Which would actually make my dog happy. After all, one person’s stink is another dog’s perfume…)

Anyway, it totally reminded me of Pepe Le Pew.

Remember him from those old Bugs Bunny cartoons?

Pepe was the skunk who was always speaking charming words to the ladies, wanting to kiss and hug and romance them… but, due to his horrendous odor, would chase them away, despite his charm and loving intentions.

In fact, the MORE he pursued the ladies… the FASTER they’d run.

And we see a lot of that in sales and marketing, too, don’t we?

Where marketers are trying to “romance” people with charm, well-rehearsed scripts and by saying all the “right” things… but one look and we see how they stink to high heaven.

The “stink” can take any number of forms, too.

For example…

It could be neediness (this is often the case).

It could be the arrogance of the salesman or marketer (we have a bit of that in the Internet marketing world, don’t we?)

Or it could even just be the prospect’s fear of the unknown if the marketer’s new to business and doesn’t know how to remove that objection before it becomes an issue. (This plagued me BIG TIME early on.)

Anyway, here’s the point:

If you’re having trouble making sales, and can’t figure out why (since you’re doing everything “right”) you may be spraying some kind of “odor” that’s making people run away.

And you’re #1 job is to figure out what that stink is.

Otherwise, if you don’t find it, then your sales will continue to tank. And when that happens, it’s like what Pepe Le Pew’s pal Porky Pig says…

Th-th-th-that’s all folks!

Ben Settle

P.S. Want to make sure your sales and marketing pitches smell like roses instead of a spray-happy skunk?

Then check out the 101 strategies over at:

Got this great question about getting clients using sales letters.

Here goes…

QUESTION: Ben, I notice your copywriting services page isn’t a long copy sales letter like other copywriters. Most of the ones I’ve seen are long copy sales letters but yours is pretty short. I am curious why you do that?

BEN: That’s an excellent question.

The reason why is because I don’t waste time trying to convince anyone of why they “need” copywriting.

IMHO, that would make zero sense.

At least, if you value your time.

And if you want to make life much easier on yourself — by ONLY dealing with people ALREADY hot to hire you, instead of trying to “convince” strangers you’re the last action hero of copywriting.

That’s kinda what makes the Internet so cool.

It sifts, sorts and qualifies people for you.

For example:

If after reading my daily tips or my free eBook at www.CopywritingGrabBag.com, listening to my podcasts, and talking with my clients (whose names are right on the page)… someone still isn’t convinced I’m the guy for the job, then they SHOULD go with someone else.

At that point they ain’t prospects… they’re suspects.

And they probably SHOULD go with someone who they do feel comfortable with. (Hey, I’m not everyone’s cup of tea).

Contrarian?

Maybe.

But I must be doing something right — as I can’t even keep up with new client inquiries and refer them to someone else right now anyway.

And it’s NOT because I’m some brilliant genius.

I’m not even close, believe me.

I simply understand how to sell.

And I understand that, at the stage where someone is already looking for a copywriter (and this goes for any service business – coaching, designing, consulting, whatever), they aren’t looking for the benefits of copywriting.

They’re looking for someone they can trust.

So I’m all about building trust, not showering them with benefits (I don’t think I have even one benefit on the page).

A concept that’s like “sacrilege” to most copywriters.

Anyway, just my 2 cents.

I won’t say my way is the ONLY way (it’s not).

But it works pretty dang well for me.

And if you give it a try (regardless of what service you sell), you just may find it works for you, too.

Ben Settle

P.S. If you want a more in-depth lesson on the concept of selling and building trust over pummeling prospects with benefits, check out the interview with A-List copywriter Doug D’Anna at:

What’s one of the biggest sales and marketing myths?

The “tooth fairy” and “Santa Clause” of the business world?

It’s the “the people buy on price” myth.

Nuh-uh.

Nobody EVER buys on price.

And it’s my goal in this email to persuade you to IMMEDIATELY raise your prices and fees — no matter what you sell or who you sell to.

Anyway, here’s the scoop:

While back (circa 2002, I think) I was in a (now-defunct) MLM business and was extremely frustrated — even desperate — to figure out the whole selling game. I mean, I couldn’t sell my way out of a paper bag if my life depended on it.

Until one day, I ran into a fellow named Art Jonak.

Art is a brilliant marketer I HIGHLY recommend studying — whether you’re in MLM or not (I’m not in it anymore, but still study Art’s stuff).

And back in those days he had a weekly tele-seminar.

Each Sunday I was on these calls like white on rice — soaking up every lesson, tip and idea. Many of which I STILL use today.

But my favorite was, by FAR, his price shopper teaching.

And why nobody ever truly buys on price.

One of his examples was pizza.

If everyone bought on price, then why, in some some of the poorest sections of town (I once lived on this side of the tracks and knoweth of what he speaks) do you see garbage cans lined with pizza boxes?

After all, wouldn’t it be cheaper to just make your own?

To grow your own ingredients using a cheap packet of seeds, etc?

Frankly, when you buy a pizza (especially with delivery charges, tips, etc) you’re paying an extremely inflated price. And yet, even in the poorest areas, people buy pizzas.

So obviously, price isn’t the issue, is it?

More like convenience is the winner over price in this case.

You can also apply this to cars (if everyone bought on price, we’d all be driving the exact same, cheapest of cheap cars) and surgery (would you pick a brain surgeon based on price?).

So I think the message is clear:

Price is NOT the main reason people buy.

It may SEEM like it sometimes. And maybe, just maybe, in really rare cases it is. But if you’re playing the pricing game — and always trying to “lowball” your competition — STOP!

You’re basically robbing yourself of profits.

And “selling” yourself short.

Ben Settle

P.S. This price selling nonsense needs to stop.

It’s dorky, it’s silly and it simply doesn’t work as well as learning how to sell. You can learn 101 ways to clean up in your market without lowering your prices at:

I hope this doesn’t gross you out.

My goal is NOT to make you squirm in your seat or be paranoid whenever you go out to eat. It’s to illustrate a very powerful sales and marketing lesson any one of us can learn (and profit) from.

Anyway, here’s the story:

Couple days ago I tried a new restaurant in town. I’d read a rave review about it in the local paper. And, since it is still new, I figured it was time to check out their cheeseburgers.

So I get home, open the carton and get ready to dig in.

Except… I see a black, scraggly looking thing next to my burger that turned out to be a dead (deep fried) fly.

Ugh.

Thank God I look before I eat, eh?

So call the place up and tell them what happened. I mean, there could be some punk working there who did it on purpose for all we knew. And I figured the owner would want to know either way.

The guy’s response?

“Hmm. That’s a first.”

No wanting to fix it.

No trying to do something to keep our business (or keep me from telling other people about the fly).

No caring whatsoever.

Frankly, his level of concern was as dead as the fly on my plate.

And yet… I would have probably given his “bistro” a second chance (in a few months) and probably told everyone how great the place is (thereby sending it more business) if they’d simply tried to make things cool.

Anyway, here’s the point:

If you want to increase your sales, get lots of repeat customers and have word of mouth marketing (one of the best kind there is) kicking in… all you have to do is CARE about your customers.

Treat them with some respect.

And, if something does go wrong, make it right.

It usually doesn’t take that much effort.

But when you have super happy customers roaming the streets practically proselytizing on your behalf… spreading the good news about how wonderful your business is… and even selling people on buying your stuff… success is a cake walk.

In fact, you almost can’t fail.

Ben Settle

P.S. You can stick out like a sore thumb from all the “dead fly” marketing in the world, with the 101 easy & ethical sales tips at:

OK, so I saw Terminator 4 yesterday.

And while it was a fun movie… it was also a total bummer, too.

Why?

Because T4’s marketing team made a stupid mistake that (I believe) has cost them a TON of sales by making almost sure many of us will NOT see the movie a second time (until it comes out on DVD, at least).

Here’s what happened:

Like millions of Terminator fans… I anxiously wanted see this movie since it was first announced. They had a cool idea, an awesome cast and, despite his having directed the “Charlies Angels” movies (not my cup of tea), the director had always done a good job with the show “Supernatural.”

And so I couldn’t wait to blast my way into theaters to see it.

Especially after watching the movie trailers.

Each trailer was like an advertising masterpiece — with excellent dialogue, action sequences and ideas. Giving just enough away to wet your appetite and make you hot to watch the movie.

And that’s where they shot themselves in the keester.

Because, while most of those cool trailer scenes were in the movie… a few of the REALLY good parts weren’t.

Which makes you feel kinda… cheated.

Or, at the very least, disappointed.

And, I believe, this is “terminating” its ticket sales.

In fact, T4 took a box office “beat down” from “Night At The Museum 2”!

Which is pretty pathetic.

Especially since Terminator has a built-in fanbase of pre-sold customers stretching 25 years long.

And you know what?

I believe this is due (in many ways) to T4 not fulfilling on its advertising promises. After all, if you buy something because of what you read in an ad and feel cheated, what are the chances of you buying anything from that business again?

There are probably more reasons T4 lost to NATM 2.

But I’m pretty sure one of the main reasons John Conner got his ass kicked by Robin Williams and Ben Stiller is because T4’s advertising made too many cool promises it didn’t deliver on.

Anyway, important lesson for when creating your own ads.

Even if you get away with making promises you don’t fully deliver on from a legal standpoint… you probably won’t from a financial standpoint.

Because disappointed customers rarely come back again.

And rarely tell their friends, family, etc to buy from you, either.

Alright, that’s it for today.

Tomorrow… Awl Be Bawk.

Ben Settle

P.S. You can be like the “Terminator” of YOUR market — relentless, bullet proof, immune to pain and destruction — with the 101 easy and ethical sales and marketing tips at:

Ever watch the show “Supernatural”?

It’s by FAR one of my favorite TV shows.

In fact, it’s 1 of only about 4 or 5 I watch at all.

Basically, it’s about two brothers who travel around in a cool car listening to classic rock and killing evil supernatural beings — like vampires, werewolves, ghouls, monsters, demons, etc.

Total “Generation X” TV show.

And it’s especially cool when they snag demons in a “devils trap.”

This is a special circle drawn on the floor (or ceiling) that, when a demon enters it, they cannot get out. And the two brothers can basically do whatever they want to them while the demons are in there — torture them, exorcise them, beat the crap out of them, whatever.

And you know what?

This exact same thing goes on in business, too.

This is where, instead of persuading people to buy, scummy businesses try to “trap” people into buying.

But instead of a magic circle… they use “tricks” and games.

Like (for example) suckering people with bait & switch to get you in the door… keeping you waiting purposely (to make you feel like you’ve “invested” time and won’t want to leave)… or (and this is a doozy) matter-of-factly asking you to “just initial real quick” some innocent looking (but binding) contract… etc

All VERY common customer traps.

But all extremely dumb, too.

Because even if someone does buy, they’ll NEVER buy from you again, and will almost certainly tell OTHERS not to buy from you either.

Which kind of sucks, doesn’t it?

Especially in the age of social media sites — where one bad comment zips around the globe with a few taps on the keyboard and a push of a button.

Bottom line?

We don’t need to trap people into buying or listening to us. We don’t need “tricks and tactics.” And we don’t need to play games with anyone’s heads.

I’m not saying that stuff doesn’t work.

But it’s like losing weight by snorting cocaine each day instead of exercising and eating right:

It may work SHORT term, but in the end it’ll kill your sales.

For 101 easy and ethical ways (no shady tricks required) to sell — online, offline, or on the sideline — check out:

Ben Settle