Ben Settle

Got this great email marketing question over the weekend:

QUESTION: I notice you send full emails to your list instead of sending out a short announcement that you have a new blog post like most people do.

Why do you do that when everyone else just does the short blurb?

BEN: That’s a VERY good question.

And besides Earl Nightingale’s advice of doing the opposite of everyone else… here are more reasons:

1. More Visible

Think about all the competition we have:

Ringing phones, instant messages, social media apps, cell phones, text messages, etc.

Every “step” (and a click IS a step) someone has to take to read YOUR message significantly decreases the chances of them seeing it.

And yes… I realize longer emails get flagged as spam sometimes.

But so can really short ones, too.

So I simply do what’s most likely to get read.

2. More Personal

In copywriting, the first “sale” is to bond and establish trust.

In other words, to be a FRIEND, first.

I like to think of y’all as my friends and even family in a “cyber” sorta way.

When emailing your friends and family, do you send them to a friggin’ blog?

Do you ask mom to click a link to read what you have to say?

Or do you write an email — warts and all — and push “send”?

Which looks more personal?

’nuff said.

3. More Convenient

Email delivery is like pizza delivery:

You can offer “take out” and/or personal delivery.

I do delivery (with the option of take out — i.e. my blog).

Reason why is because the chances of you reading are FAR greater if I deliver the “food” to you… than if I force you to come pick it up.

Plus, this makes my food hot, fresh and EASY to consume.

If you pick the food up, it could be cold and stale, easier to toss.

So I’m not anti-blogging (obviously).

I just believe in bringing food to you… instead of making you pick it up.

Anyway, that’s my take on it.

You can learn more about making moolah with your emails (including how Terry Dean — the “godfather of email” — does it) at:

Ben Settle

P.S. By the way…

Here’s a comment about the book & CD that just came in:

BEN: Joe, I’m very glad to see your name in the ever-growing “fraternity” of Copywriting Grab Bag readers.

I hope you get at LEAST as much value from the info as I have!

Just got this comment about a secret I teach in my copywriting book.

Something that not only makes writing ads FAR easier… but makes thinking up ideas, headlines, stories, and anything else you are writing a snap (even if you don’t have a creative bone in your body now).

Anyway, here goes…

Hi Ben,

I’ve had my copy of The Copywriting Grab Bag for 5 days now and have to say it is the #1 copywriting resource I own.

The very first day I spent with your book gave insight that was worth a 5x times the purchase price and then some. Specifically chapter #2 “A Secret Way To Use Video Games to Banish “Writers Block” Forever”.

This technique reminded me of something I noticed in my day to day life. I work as a Patrol Sgt. for a private security company. While on patrol late at night I find great ideas just rolling out of my head. The problem has always been that by the end of my patrol shift and report writing I could not recall these ideas.

After reading chapter #2 on the first day I got up early and ran down to Staples to purchase a digital record that works with voice to text software I own. I take this with me own patrol and record all the ideas that pop in to my head. When I get home I just plug it into the computer and it transcribes them for me to come back to later.

The volume of ideas that I have now is amazing!! The last phrase of your chapter is so true. It is no longer a matter of what to write but what not to!

Thanks for everything

David P. Bell

David, that’s truly awesome news.

Ideas are the LIFE BLOOD of advertising.

I remember getting real excited when I heard the late (great) copywriter Gary Halbert teach how you can get rich from just one idea that’s put into action.

The more ideas you have and test, the greater your chances of massive success.

If you’d like to check out what all the fuss is about with The Copywriting Grab Bag (including what a few of the world’s top marketers are saying about it), just head on over to:

Ben Settle

Yesterday’s email about selling to skeptics struck a “nerve”.

Got a TON of feedback on it.

In case you missed it, the entire email was about why the new “thing” in copywriting could (or at least should) be learning how to sell to skeptics.

In other words, engaging and persuading people who think you are LYING to them.

Are shaking their heads at everything they read.

And are looking for the teeniest excuse to zap your emails, toss your sales letters or click away from your website.

Well, guess what?

A few years ago when I was writing an ad for Ken McCarthy (a MASTER at selling to skeptics), he told me something very interesting about this.

Something only someone like him — who has been dealing with lists for some 30 years — probably would know.

Something that totally changed the way I wrote my ads.

Anyway, here’s what he said (paraphrased):

Generally speaking, about 5% of a market buys everything and anything.

These are the super **rabid** buyers.

They want everything on your subject.

And it takes very little effort to sell them.

Then, there is another (“secret”) part of your market:

The 10%-20% who are extremely qualified prospects…but are SKEPTICAL.

They are anywhere from 2 – 4 times bigger than the rabid segment.

BUT… they need to be **persuaded**.

In other words, they aren’t impressed with gurus or big names.

They don’t believe wild-haired claims.

And they’re suspicious of every single word we say.

What does all this mean, exactly?

Simply this:

There is a gigantic portion of skeptics in your market ripe for the picking.

And if you know how to engage and persuade them… you can’t help but make dramatically more sales.

Now obviously, each market is different.

And it may not be exactly like this for everyone.

But that was the “gist” of what Ken told me.

And I have used that piece of knowledge to write ads that (more often than not) beat the ads I compete against.

Plus, let’s face it:

In these ultra-skeptical times, the hyper buying segment is probably much smaller now.

While the hyper skeptical segment is much bigger.

Awesome newz if you know how to sell to the skeptics.

Because it means you are about to kick some serious arse.

Ben Settle

P.S. And speaking of Ken McCarthy…

Ken is, hands down, one of my top 3 favorite copywriting teachers because of these kinds of deep marketing insights.

He really has this “selling to the skeptic” thing down pat.

You can see more of Ken’s “skeptic-proof” copywriting secrets in Appendix 3 of The Copywriting Grab Bag:

Not to get all “Shirley McClain” on you… but I believe a new age of humanity is being ushered in.

A few smart people have “prophesied” of its coming.

And some of those smart people (like Clayton Makepeace, for example) have even been teaching about it.

But most people are missing this.

And, frankly, it shows in a lot of ads right now.

Anyway, I dunno if there’s an “official” name for this new age, but I basically call it:

“The Age Of The Skeptic.”

Here’s what I mean:

As Ken McCarthy says in his “System Club Letters” book, we were just in a period of history where the amount of liquidity (i.e. cash) was higher than ANY other time ever before.

In other words, your customers had a TON of moolah to spend.

And even though many of us wanted to pretend all those sales were because of our advertising brilliance, the fact is you could sell a lot of products on accident.

Even ads slapped together with “spit and bale wire” pulled.

But now ALL that has changed in an eye blink.

Instead of spending with reckless abandon, most people are clutching their cash tightly — scared to death of letting go.

Even “rabid” buyers are now reading ads before buying.

And it stings (bad!) when someone enters their credit card info.

This has been a painful revelation for lots of marketers.

Ads that used to kick but are now FLOPPING.

Sales letters that relied on hype and bragging are being quickly (and aggressively) rewritten.

And marketers who got away with writing their own “so-so” copy, are near-desperate for someone to help them write ads that actually SELL.

Anyway, here’s the point:

If you want to kick some major boo-TAY in the coming months and years… write your ads with the SKEPTIC in mind.

Forget the hype and BS you see around you.

And engage prospects in a way that silences the “nay-sayer” in their heads.

Doing these things will give you a HUGE advantage.

Ben Settle

P.S. You can learn over 100+ “skeptic-proof” copywriting secrets in “The Copywriting Grab Bag.”

In fact, the entire book was written from the perspective of how to write copy to cold, skeptical prospects.

And the appendixes are STUFFED with tips on how to sell to them.

You can check it out at:

A few days ago I was doing a bit of lurking.

I was browsing the copywriting section of a certain marketing forum (not one of the popular ones) and was boggled by all the people struggling with so-called “writer’s block.”

I mean, I get WHY people have it.

But I had no clue it was so widespread.

Especially in the marketing community.

In our world, writer’s block can EASILY cost you hundreds (even thousands) of smackeroos.

Every day you don’t write that sales letter, email, PPC ad, press release, article, etc… is another day you just robbed yourself of moolah.

Maybe even LOTS of moolah.

I know… because I sometimes do it myself.

Most recently, I whacked my own sales with my Copywriting Grab Bag book.

I dragged my feet for over 8 months updating it, writing the ad for it, and getting it set up with a printer.

And I lost FAR more sales than I care to admit.

I could kick myself for lingering so long.

Even though my problem wasn’t “writers block” (more like laziness) it still had the same effect.

And you know what?

You are losing lots and lots of bux, too, if you are putting off writing your sales letters, emails and other ads because you can’t think up something cool to say.

In fact, time is short and each day counts now more than ever.

Why?

Because the more market share you seize BEFORE the economic poop REALLY hits the fan (and we ALL know it’s coming), the better you can survive (and THRIVE in) the storm.

The moral of the story is:

Don’t let something like writer’s block hold ya back.

Don’t let it rob you of sales or stop you from moving forward.

Kick it’s but and watch your incrome rise automatically.

Ben Settle

P.S. Over the past few years, I have discovered some powerful ways to kill writer’s block dead as a hammer (besides sheer force of will).

One involves video games, and another involves your bathroom, a magazine and a Bible. Since discovering these ways, I almost never have writer’s block. In fact, I use these secrets to write these daily email tips in addition to my usual daily writing load.

You can git Dr. Settle’s prescription for “copywriting impotence” in chapter 2 of The Copywriting Grab Bag.

I got this great question about writing bullets this weekend.

If you have any questions you want answered in these daily tips, please send ’em on over.

In the meantime, let’s git. it. awn…

QUESTION: Hi Ben, I have been reading some of your ads. And I wanted to know how do you write so many bullets??? Some of your sales letters have 100 or more! What is your secret for doing so many?

BEN: It’s all about the research, baby.

The MORE research you do — the MORE times you go through the product, examine it, and study your market — the MORE bullets you write.

It takes work but, since one bullet (literally) can carry the sale, it is always, always, always worth the effort.

It also helps to study successful bullet point structures.

Look at ads with bullets that “sold” you and use their structures in YOUR ads. Don’t copy any bullets word-for-word (seems to be a lot of that going around lately).

But the structure and the dramatic “flow.”

I look at bullets almost like poetry.

The best ones have a certain rhythm and “beat” to them.

It’s kinda hard to explain.

But if you study enough good bullets, it’ll eventually click.

And when it does, you’ll be a bullet-writing machine.

OK, that’s all for today.

Until next time…

Ben Settle

P.S. Speaking of writing bullets… a while back, I created a long list (several pages) of bullet “templates”. I scoured dozens of ads and tediously “reverse engineered” them into fill-in-the-blank bullet points.

It’s easily one of my most valuable copywriting tools.

And, as much as I didn’t want to give it away (and create “rival gunslingers” in the copywriting world), I have included it on the CD that comes with The Copywriting Grab Bag book:

Yesterday I did my first product “launch”.

It was pretty low-key compared to most.

And I’m sure I broke 100 different launch “rules” along the way.

But the conversion was MUCH higher than I expected. And the experience taught me quite a few lessons about launches.

Here are a few that stick out:

1. Credit card processors are flaky — expect glitches.

This might explain the reasoning behind reason #3 below…

2. It’s better to have too many copies of your product at the fulfillment house… than not enough (see #5).

Looking back, I would have ordered double the amount of books from the printer and fulfillment house. And then any unsold could have been part of a second discount special that is less generous than the original, but still worthwhile for anyone on the fence to order.

3. People LOVE PayPal.

I was shocked to notice WELL over half the orders were PayPal. I know some people think PayPal is the devil. But not using it is like leaving money on the table.

Especially since it’s a nice backup in case of CC glitches. (See #1 above.)

4. Most people really are good and decent.

Even if they are frustrated due to things like credit card glitches, missing deadlines, or other ordering issues.

(I guess my boy Dale Carnegie was right!)

5. If you give value to your list, you have a silent section of “fans”.

Many of who have been waiting a LONG time to buy something from you. I was surprised by how many people took the time to let me know this little detail, too.

6. I’m NOT the only mega procrastinator in the world.

Judging by the flood of last minute orders… I’m part of a very BIG majority!

Next time, I’ll think of a way to use this to mine (and my customers’) advantage.

7. Many people seem to almost despise digital products.

I was stunned by all the people who were so happy to be getting a real, physical book in their hands — instead of electronic “bytes” on their computer.

Just something to consider:

If you sell digital stuff, you might be leaving moolah on the table.

Anyway, I now have a whole new respect for launches.

And if you do any launches — even small ones like mine — I hope you can use some of the above lessons.

And speaking of launches…

I hardly ever participate in other people’s launches.

But Ewen Chia is launching a book (physical, paper and ink) he wrote about affiliate marketing today.

If you are interested in affiliate marketing, I think you will find it quite valuable — especially for the price.

I have known Ewen for a few years now. He’s taught me a LOT on the subject.

And for less than $13 you can’t go wrong.

There are two ways to check it out:

1. You can use my blatant affiliate link:

www.internetwealth.com/go.php?offer=vantagenet&pid=5

2. You can use a direct link:

www.internetmillionaires.com

Either way, I highly encourage getting it.

Ewen’s back-end strategy will likely be a powerful marketing lesson in and of itself.

Ben Settle

Got an interesting (and timely) question today.

If you do any email marketing, you may find it helpful:

QUESTION: Do you ever get a lot of flack when you write controversial things on your blog and in your emails? I think it is great even when I disagree with you but I would be afraid of attracting the wrong kind of attention. However, in my niche I think it would do very well.

What are your thoughts on this matter?

BEN: Yes, I get “flack” — and often.

In fact, I’ve been hearing from all kinds of weirdos lately.

Take for example, last weekend.

Some dude took exception (and that’s putting it mildly) with one of my emails. Was REALLY angry about it. Kept sending me these inane, rambling emails and blog comments yammering on and on — never getting to the point, just accusing, finger-pointing and making all kinds of personal attacks.

(My blog’s spam filter even ate one of his comments. Which tells you something about what he might have been saying…)

Anyway, it was actually kinda amusing at first.

But it got old pretty quick, and I just started deleting his emails and blog thread comments on sight — not even bothering to read ’em.

And that’s what I recommend if that happens to you:

Simply delete, ignore, and remove their names from your list.

And just realize controversy is definitely a double-edged sword.

It WILL get you attention — which is good.

But some of that attention is going to be from people who mindlessly hate everything about you for no reason.

You can’t talk to people like that. And they never listen — so responding is a complete waste of time.

But you know what?

It’s GOOD when that happens.

For one thing, it means you’re probably doing something right.

And it also makes you appreciate the sane people even more 😉

Ben Settle

P.S. I’m releasing The Copywriting Grab Bag tomorrow.

If you are on the discount notification list, I’ll be sending you an email with a special coupon code good for 24 hours:

Lately, I’ve been thinking a lot about the LAST recession.

The 2002 fiasco that followed 9/11. I had just subscribed to Dan Kennedy’s NO BS Marketing Newsletter at the time. And in my first issue, learned something that changed my entire life.

In fact, DK’s lesson has been my constant companion.

A “friend” that’s guided me through some pretty scary times.

And has kept me out of a LOT of trouble.

Anyway, what was the lesson?

The life-or-death importance of having the ability to produce.

It’s DK’s contention that if you cultivate your ability to produce, you will never have to worry about moolah.

Never have lasting financial anxieties.

And that you will, in fact, be part of a VERY small group who makes things happen — even if you have to drag the rest of the economy along with you to success.

It was an extremely inspiring piece.

And it was then when I really got SERIOUS about learning to sell.

I started writing out ads in my own hand every day — regardless of how boring the task, or how tired I was. I made it a habit to read and re-read (at LEAST 10 times) high ticket products I bought. And, even more importantly, I stopped worrying so much.

Because I just KNEW that by developing my ability to produce (in my case, to sell) everything would come out okay in the wash.

Yes, things would be bumpy and I’d have setbacks.

But I knew everything would take care of itself in the end.

And guess what?

Now that we’re hip deep in an even WORSE recession, I got this bug to pass Dan’s life-changing lesson on to you. To reassure you that, no matter how “hairy” things get, if you hone your ability to produce, you got nuttin’ to worry about.

Your ability to produce is the most valuable skill you can have.

The ultimate asset and investment.

Treat it like a proverbial “money tree” — water it, care for it, and let it GROW — and you’ll inoculate yourself (like a vaccine) against all the poop about to hit the fan.

Ben Settle

P.S. You can take your ability to produce to whole new levels by studying those who already have this ability.

My Copywriting Grab Bag book digs deep into the “mindsets” of everyone from A-List copywriters Doug D’anna and David Deutsch… to mega successful “kitchen table entrepreneurs” like Doberman Dan Gallapoo and Terry Dean… to old school direct marketers (who were selling in print long BEFORE dirt-cheap email) like Ken McCarthy and Mike Winnicki.

The book is launching next week — probably Tuesday.

You can read about what’s in it here:

If you bought the previous version, send me your receipt and you can get the book a “wholesale”.