Ben Settle

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”.

Yesterday I witnessed one of the most unusual sights ever.

I was flipping through the TV, and saw something so strange, I had to pinch myself to make sure I wasn’t still snoozing.

Something I NEVER thought I’d see in my lifetime.

Something that is, in some ways, almost supernatural in it’s weirdness.

What was this bizarre thing I saw?

A reporter (on CNBC) who isn’t drinking the socialist “kool-aid”.

I tell you, this is as rare as hen’s teeth.

Frankly, this dude ought to be put on the endangered species list — pronto.

The reporter’s name is Rick Santelli, and he was on the CBOE (Chicago Board Of Trade) floor with a bunch of other investors, completely outraged over the new “trickle-down foreclosure” plan that would make taxpayers foot other peoples’ mortgages.

He went right for the jugular, too.

With a rant that’d give even Michael Savage a run for his money.

And believe it or not, there’s a powerful sales lesson at work here:

You see, this video was so popular, it was linked to all over the Internet — news sites, blogs, Twitter even FaceBook.

People were watching it, commenting on it, and then sending it to their friends, family and peers.

Which is EXACTLY what happens when people see real, no-messing-around passion.

We’re ALL attracted to passion.

To people who have a bug up their wazoos about something that’s unfair, unjust and just flat out not right.

And it’s the same with YOUR business, too.

If you want to sell more of your products and services, then all you need to do is have a mission.

A purpose.

A passion that goes beyond just making more moolah.

It’s easy to tell when all someone cares about is making mega smackola and as fast as possible.

When there’s no love for the product.

No love for their industry.

And not even any love for their customers.

It shows in today’s explosion of shoddy products, over-hyped promises, and non-existent customer service.

Anyway, “cliche” as it sounds, passion moves mountains.

It’s like a giant magnet that attracts people.

And there’s so little of it, it makes you stick out like a SORE THUMB — no matter what you sell or who you sell to.

Sure, all the nitwits will yap away in protest when you show the passion.

And you WILL become the target of all the half-baked product pushers who you will be a threat to.

But you’ll also attract a following who sticks with you through thick and thin.

That believes in you and your product.

And who will be your best sales people as they can’t help but tell the world about you.

Is this passion stuff kinda corny?

Maybe.

But it works like nothing else I’ve ever seen.

Ben Settle

P.S. To “sound off” on this, even if to tell me how wrong I am about this new plan to rob Peter to pay for Paul’s house, use the “comments” section below:

I gotta admit — one of my favorite “reality” shows is Tapout.

I don’t usually watch reality shows.

In fact, I think most are pretty stoopid.

But I’m a BIG Tapout fan.

The show is about three dudes who travel the country, constantly looking for up-and-coming mixed martial arts fighters to sponsor and wear their clothes.

And it contains lots of cool “real-world” lessons on what it takes to win, succeed and dominate not only in professional fighting — but in all life.

Anyway, I can’t get enough of the adventures (and misadventures) of Punkass, Skyscrape and Mask. (The three amigos who star in the show).

And if you are into martial arts or UFC or anything that has anything to do with guys trying to kick the crap out of each other… you will probably love this show, too.

So what does this have to do with your sales and marketing?

Why should you care?

Because during the last show I watched, I couldn’t help but see all the ways martial arts relates to business.

Especially selling.

See, I think learning sales is a LOT like learning martial arts.

For example, in some martial arts (not all), they teach you to fall before teaching you how to fight.

And it’s not a bad idea in sales, too — i.e. learning what NOT to do, first.

Here are a few of the more common sales “blunders” many of us make at one time or another (I know I have!).

Just making sure you DON’T do these can go a long way towards ratcheting up your sales:

1. Being boring

2. Refusing to offend anyone

3. Relying on “tricks” and “tactics” instead of strategy

4. Not respecting your prospect

5. Bragging

6. Trying to create demand… instead of VISION

7. “Convincing” instead of persuading

I can go into more detail about each of these in the future.

In the meantime, if you’re committing any of these selling mistakes — STOP.

Because you’re basically like a fighter kicking is own butt:

Even if your “technique” is good, you still hurt yourself.

Ben Settle

P.S. The Copywriting Grab Bag discount list comes down today.

In fact, I’ll probably remove the sign-up form within the next hour or so. If you are not on it yet, and want a big discount on the book when it’s ready, now’s your last chance:

Before I was a snot-nose copywriter who collects ads… I was a snot-nose geek who collected comic books.

Lots and lots and LOTS of comic books.

Comics that contain some truly WORLD CLASS ads.

If you’ve read old comic book ads you know of what I speaketh.

Even the dinky classifieds give today’s top copywriters a run for their money.

They just seeped right into your brain and psychology.

And sold everything from crystal balls… to exercise lessons… to muney-making opportoonities… to info products promising you how to draw, play the guitar, and everything else you can can think of.

All so cheap you could buy ’em without denting your allowance 😉

We’re talking true copywriting masterpieces that did more selling in 3 lines than today’s big Internet ads do in 30 PAGES. (It’s true — reading old comic ads is humbling.)

The old Charles Atlas ads were my favorites.

All us skinny, pimple-popping pre-teens could relate to the dude getting sand kicked in his face in front of his girl.

Or the scrawny, “gollum-like” geek in the “before & after” photos.

Or the oh-so tempting promise to get studly simply by flexing our muscles a certain way 30 seconds per day.

Anyway, why am I telling you this?

Because with today’s ever-tightening attention spans… being pithy is more important than ever.

And you can’t get pithier than old comic book ads.

Luckily, they are pretty easy to find.

You can find them in older (pre-1990) comic books.

There’s a goldmine of Charles Atlas ads dirt-cheap on Ebay:

I also link to a bunch of cool comic ad sites in my free swipe file report — www.BenSettle.com/blog/free-swipe-file — as well.

Whatever the case, if you want to write ads that make more moolah, study old comic book ads.

They are some of the best “pithy copy” teachers you’ll ever see.

Ben Settle

P.S. A few years ago, I went and scanned all the best comic book ads I could find in my mom’s attic. And I have decided to make these ads (dozens and dozens of ’em) part of the CD that comes with The Copywriting Grab Bag.

However, I’m removing the discount list sign-up form this week.

So if you want it at a huge discount, now’s the time…

I get all KINDS of feedback to this newsletter.

Most of it’s pleasant and even inspiring.

Some it’s mean and even nasty.

But once in a while I get a comment that’s just flat out COOL.

Like this one from Pro Wrestler Zane Morris (neat having a pro wrestler on my list):

Hey Ben,

I really like your new right-wing political angle. To make people angry to captivate and hook people. You’re like the “Bobo The Clown” of inboxes everywhere.

Here’s a sample, just in case you don’t know who he is:

So you see, you’re becoming less clown-like and more genius like the man behind the paint. People are paying him fists full of dollar bills for being good at irritating them … or for being good at irritating someone else.

Money for being irritating.

-Zane
www.ZaneZane.info

Well Zane, I didn’t see THAT one coming.

Nice to know my ability to irritate others is paying off. 😉

But here’s the really interesting thing:

Zane’s comment literally contains one of the best SALES lessons you’ll ever hear.

I mean think about it:

This Bobo dood gets paid BIG bux to insult anyone with a pulse.

And the more he insults, the more people crowd around him and actually give him MORE moolah.

Now, before you get any funny ideas… I’m NOT saying to go out of your way to insult anyone (like Bobo).

But I do believe in taking a stand.

In being yourself — “warts” and all.

And if you do this, you’re going to attract, repel and… yes… irritate people.

That’s just the way the cookie crumbles.

And oh boy can it get hair-raising. (Some real “nut jobs” on the Internet!)

But it can also be extremely rewarding, too.

It feels GOOD spilling your guts without caring what anyone thinks.

To stop walking on egg shells, obsessing over whether or not someone is going to call the “PC police” on you.

In many ways it’s actually therapeutic.

Anyway, here’s the moral of the story:

Let people see the person BEHIND the paint — your “inner Bobo”.

It can get a bit sticky sometimes.

And people WILL take shots at you.

But the exciting (and rewarding) adventure makes it all worth it.

Ben Settle

P.S. Gotta “Copywriting Grab Bag” update:

The printer is mailing me a proof Monday.

By week’s end I should have it and, assuming all is OK, will be doing two specials:

1. For those who bought the earlier version.

You can get it “wholesale” — a little over what it costs me to print, mail, process, etc the product.

Just email me your PayPal, Amazon, Barnes & Noble, etc receipt.

2. A 24-hour special for those on the “notification” list:

I won’t lie to you… this book is EXPENSIVE.

I only want SERIOUS copywriters and marketers having it.

I don’t want it sitting on your shelf like some forgotten trophy you only think about when you get ready for company.

The Appendix interviews ALONE contain so much raw value, I can’t imagine how anyone could NOT make at least 10 times your investment back, anyway.

So it’s expensive. (Well over 100 smackeroos.)

But those on the notification list get a BIG discount: