Ben Settle

Since it’s Christmas Eve, I want to tell you about a present.

A present that can make a HUGE impact on your business next year.

You can grab it now at:

This is an extremely valuable video Terry Dean made about the internal workings of his business.

In fact, there is so much pure content and “for real” useful information in this video, it makes most of the other guru “free content” out there look almost silly.

I hope you get at LEAST as much out of it as I did.

Have a great Christmas, my friend, and I’ll see ya soon.

Ben Settle

P.S. One thing you will notice in Terry’s video is his emphasis on using email — how that’s where the real “gold” is online.

And if you want to learn his unique way of using email, I HIGHLY recommend his “Email Mastery” course:

If you buy from this link, send me your receipt and I’ll give you an exclusive interview I did with Jay White (the “go to” email copywriter for guys like Alex Mandossian, Stephen Pierce, Rich Schefren and Jeff Walker) about email copywriting that is part of my “Affiliate Trump Card” system.

Ever watch that movie “Bonnie & Clyde”?

Pretty gruesome movie.

Especially the end — when ol’ B&C get sprayed with bullets.

And while it may be gruesome…

… it’s a perfect “metaphor” for copywriting.

Because, you see, many of the best ads are almost ALL bullets.

They “spray” their customers with lots and lots and lots of bullets — bam! bam! bam! — one irresistible benefit and unique “twist” after another…

… until — sweet Moses! — they GOTTA have the “thing” sold.

This is why I consider bullets to be numero uno.

More important than your body copy.

More important than your leads and hooks.

And even more important than the all-sacred headline.

Blasphemy, you say?

Well, think about it:

What is your headline and subheads and leads and guarantee copy and PS’s other than your best bullets?

Maybe not in “bullet” form…

… but the super-dramatic tension and drama and power is there.

And you can easily “shape” them into whatever you want.

So bullets are big time important.

And some extremely expensive products have sold on the power of just one, itty-bitty bullet point.

But here’s the thing:

Most people simply don’t know how to write a decent bullet.

In fact, most bullets you see (especially online) are limp and lifeless.

There’s no “energy” in them.

No drama.

No twisting or turning or tension.

As Ken McCarthy (the best bullet point teacher I’ve ever seen) told me when I interviewed him for my Copywriting Grab Bag book — most bullets are not really bullets.

They’re more life wuffle balls — easily avoided & ignored.

And it’s the few people who know how to write bullets — and really understand how they work — that seem to have the least amount of problem writing ads.

It comes so easily and naturally once you get bullets down.

Bottom line?

Nobody spends enough time on their bullets.

Which means, if YOU spend a lot of time on YOUR bullets, and really work on getting them right, you will give yourself a gigantic advantage over your competition.

Simple?

Oh yeah.

And that’s the beauty of it.

Ben Settle

P.S. One of the unique bonuses I give away when you buy John Angel’s swipe file course from my affiliate link at www.SwipefileSecrets.com

is a cool bullet point “cheat sheet.”

Just take these bullet point “templates”, insert your own claims and ideas, and — BAM! instant bullets ready to fire away.

But you can ONLY get this cheat sheet when you buy John’s swipe file course from my affiliate link at:

And then email me your receipt at: ben [at] bensettle.com.

(Also, when you go to the order page, make sure you see my affiliate name “vantagenet” at the bottom. Otherwise you won’t get credit for buying it and I can’t send you the bullet point cheat sheet.)

P.P.S. And speaking of bullet points…

I’ve been kicking around doing a tele-seminar about bullets.

Is that something you’d be interested in?

If there’s enough interest, I’ll do one in early ’09.

Let me know, k?

A while back, I wrote a strange blog post about Twitter.

It listed 10 “tweets” I wrote that generated more feedback, direct messages and emails than the others.

I actually wrote the post for my own amusement, and didn’t think anyone would think anything of it either way.

Well, I was wrong.

Because soon after, I got an email from a UK social marketing consultant named Glen Crosier.

Glen wanted to interview me about why those tweets were more popular than the others.

The result was a 34 minute interview analyzing all 10 of those tweets — one at a time — and the “psychology” behind them.

However, before you listen, take the info with a grain of salt.

I am NOT a twitter expert by any means.

In fact, I don’t think I can trace any moolah from Twitter.

But I have had a lot of fun with it.

And if a guy like Glen found value in it, then maybe you will, too.

Whatever the case, here ya go:

www.facebook.com/people/Glen-Crosier/1364781200
www.twitter.com/glencrosier

Saturday’s email about 24’s copywriting secrets struck a small nerve.

Been getting emails from lots of 24 fans (yep, the Tony Almada thing shocked me, too)…

… as well as from people saying how dumb I am for wasting my time watching the “boob tube” at all.

In fact, some people are all but telling me my TV is the devil, and if I unplugged it, threw it out the window and got back to work, I’d make much more moolah.

Well, I ain’t so sure about that.

I agree TV can be a vicious “IQ killer.”

I agree watching a bunch of TV’ll dull your brain.

And I agree a LOT of TV has become a moral swamp.

What I DON’T agree with is not watching TV at all.

In fact, I think people who take this “TV is the devil” attitude are shooting themselves in the pinkie toe.

Why?

Well, for one thing, there’s a LOT of idea “fodder” on TV.

I’ve batted out some of my best ideas for headlines, sales letter themes and specific ways of describing things after watching shows like 24, Prison Break, Smallville, Supernatural, Lost, etc.

Something happens when watching certain shows that keep you engaged that lets your subconscious “slip” you ideas.

Eugene Schwartz talked about this in his famous Rodale speech.

How your conscious mind can only hold a few memory “bytes”…

… and the billions of other “bytes” in your subconscious (which constantly soaks up information through your 5 senses) will give you all kinds of inspiration and ideas and solutions if you let it.

This happens to me a LOT when watching certain shows.

And I highly enjoy having marathon weekends watching this stuff.

Usually I end up with a whole arsenal of fresh new ideas for my ads, sales letters, newsletters, products and anything else I’m working on.

I also get a sense of what words, phrases, and ideas people are using so I can harness them for my stuff.

Look, I’m not saying to glue yourself to the TV 24/7.

That would be a nuts-o thing to do.

All I’m saying is use the idiot-box as a “power tool” for writing better copy.

It’s no different than the Internet (an even BIGGER wasteland than the boob tube), reading popular magazines or going to blockbuster movies.

These things let you see what ideas people are responding to.

And if you know how to use them… you’ll get almost unlimited ideas for your ads.

Ben Settle

P.S. If you find this subject interesting, then be sure to check out “The Copywriting Grab Bag” when it’s released. Chapter 2 covers another way of getting almost unlimited ideas for your projects that’s actually more entertaining and fun than watching movies or TV.

A way I actually used an hour ago to write this email.

To be notified when it’s ready, go to:

Do you ever watch the TV show 24?

I LOVE “24.”

In my humble opinion, it is by FAR one of the best TV shows ever made.

Not only because of its endless entertainment value…

… but also (you knew this was coming, didn’t you?) because of its many sales letter lessons.

In fact, you can use 24 as a great copywriting model for most any product.

And there are at least three reasons why:

1. 24 Is NEVER Boring

Whether you love it or hate it… it’s never boring.

Maybe it’s the “real time” structure of the show with the constantly ticking clock.

Or maybe it’s the intense “no escape” situations Jack Bauer is constantly placed in.

Whatever the case… 24 is anything but dull.

Same goes for really good ads.

They never bore you or make you want to “turn the channel.”

This is so important, I have an entire chapter about this in my “Copywriting Grab Bag” book.

It goes into detail about how the late (brilliant) copywriter Eugene Schwartz watched a particular 1980’s action movie over and over — with a stopwatch.

Very cool stuff.

And, according to Gene, the most powerful sales “secret” he used.

2. 24 Doesn’t Try To Please Everyone

This becomes obvious after just one episode.

For example…

… if you’re one of these weenies who freaks out whenever our police refuse to coddle bloodthirsty criminals or when prison wardens “deprive” inmates of cable TV and high-speed Internet access…

… then you’re probably NOT going to like watching Jack Bauer “get medieval” on those he needs to extract information from.

Heck, torture is like second nature to Jack.

Which tends to turn OFF as many people as it turns ON.

Again, that’s what many good sales letters do.

They turn off people they are NOT trying to sell…

… at least as hard (if not harder) as they turn on people they ARE trying to sell.

3. 24 Is Unpredictable

24 is nothing if not packed with twists and turns.

The writers have no problem killing of main characters out of the blue, blowing up cities or doing whatever they need to keep you on your toes.

And let’s face it:

Predictable is boring.

Unpredictable is fun and engaging — and even entertaining.

All of which keeps people glued to your ads.

Anyway, if you haven’t seen 24, I highly recommend it.

Your bank account will thank you for it.

Ben Settle

P.S. If you want to start using TV shows and movies like 24 to dramatically ratchet up your sales letter response, then check out chapter 3 of “The Copywriting Grab Bag” at:

This may sound dorky…

… but one of my favorite ways to “unwind” is watching old cartoons on YouTube.

And recently I came across one of my childhood favorites — “Commander McBragg.”

I get such a kick out of this dude.

His show starts with an image of a revolving globe and the title “The World of Commander McBragg.” And each time, the Commander is hanging in his gentleman’s club with a friend (who always tries to make an excuse to leave), points to a country on the globe with his pipe, and says something like:

… and then tells some cockamamie story about busting the Chicago mafia or becoming the all-time rodeo champion, or bringing down 5 enemy planes single handed in the War, etc.

You can actually learn a LOT about story-telling from The Commander.

But at the same time, he’s also an example of how NOT to sell.

In fact, he reminds me of some of the ads submitted for my recent “Mob Critique.”

Nothing but brag brag brag brag brag.

“Me! Me! Me!”

“I’m like a little money-making god!”

I won’t say this never works.

But I learned this the hard way a few years ago when one of the world’s highest-paid copywriters gave me an ad critique.

It was written in the product creator’s “voice” and started out talking about all the money he had, his boats, his cars, all the golf he plays, etc etc etc.

The copywriter read a few lines, and threw it back to me:

He was soooo right, too.

I was basically “Copywriter McBragg” — pointing at a photo of all my client’s cars and toys and money saying:

Dumb.

Anyway, since then I now do regular “brag checks” on my ads.

And I highly suggest you do, too.

Just ask:

Is this ad talking about solving someone’s problem?

Or is it just yammering on about how wonderful I am?

You might be surprised how much difference this makes.

Ben Settle

P.S. By the way…

If you want to learn more about selling without resorting to empty bragging, check out my “Copywriting Grab Bag” book.

It covers over 122 ways to write powerful, “blockbuster” sales letters without bragging or sounding like an arrogant, chest-pounding jerk.

You can jump on the notification list for when it’s ready at:

Do you remember waaaay back in August, when I told you I’d be interviewing a professional direct response copywriting design expert?

And that, if you submitted your questions, I’d ask them on your behalf?

And that, not only would I ask your questions, but I’d also plug your URL on the interview to boot?

Well, it’s finally up and ready.

Believe me, you do NOT want to miss this interview, either.

Anyone who tells you design doesn’t matter is out of their ever flippin’ mind.

I’ve seen changing design alone significantly increase response.

And I’ve heard the same stories from other copywriters, too — including the “grand puba” of copywriting Gary Bencivenga (if you have his Seminar DVD’s you know of what I speaketh.)

In fact, here’s something to test:

In addition to testing your headlines, offers, opening paragraphs, etc — try radically changing your ad’s design and see what happens.

Anyway, you can grab this powerful direct response copywriting design interview now at:

Want to have your product plugged to potentially tens of thousands of new customers?

Or have a TV celebrity make a video for your site, telling people how wonderful you are?

Or get “V.I.P” treatment from marketing and business leaders you have never even met before?

Then you’re gonna love the new interview I just added.

It’s all about setting up profitable joint ventures with the celebrities and “movers and shakers” in your niche — even if you have zero contacts now, or are a complete business “newbie” fresh off the boat.

You can grab this fascinating joint venture interview now at:

Ben

Do you “PEE” on your sales letters?

If not, I HIGHLY suggest you start.

Not only will it make your sales letters stick out like a sore thumb from your competition…

… but it will make them far more profitable, too.

And before you even ask:

This is NOT a joke.

I am NOT trying to gross you out.

And I am NOT just saying this for “shock value.”

You see, “PEE” is an acronym for 3 extremely important functions you should strive to include in your sales letters.

These 3 functions are:

1. Persuade

Every great sales letter since the dawn of advertising history has persuaded someone to do something.

Whether it be to buy a product, send for a free report or simply opt-in to a squeeze page.

Whatever your ad does, it must first and foremost persuade someone to do something.

2. Engage

Want to know what makes the truly great copywriters stand out?

It’s their ability to engage their reader.

Luckily, there are a multitude of ways to do this.

Like developing cool hooks, making outrageous predictions, cooking up dramatic offers, or even saying something so downright bizarre it can’t be ignored.

The point is to engage your reader in every page, paragraph, sentence and word.

The more you do this, the more your sales letters will be read.

And the more your sales letters are read, the more money you make.

3. Entertain

This one is a bit “iffy.”

Because, technically speaking, not every hot selling ad has entertainment value.

Plus, if you do this wrong, it’ll likely backfire on you.

But if you can entertain your readers, you will not only bond with them, you will also make yourself more “liked.”

And the more people like you, the more they TRUST you.

And the more people trust you, the more likely they are to BUY from you.

Anyway, there you have it.

Persuade, engage, entertain.

Include these 3 functions in your sales letters, and you almost can’t lose.

Ben

P.S. I was inspired to write this while studying the sales letter for Gary Halbert’s “Boron Letters” book.

You can read one version of this sales letter at:

See if you can’t spot the “PEE” components in it.