Ben Settle

Last week I got this extremely interesting question:

“Ben, I am just starting out in marketing and copywriting. I am a woman and notice most of the teachers and experts you discuss are male! I learn best from women and not men (no offense!). But I have come to trust your judgement and so Ben, are there any women marketers you recommend learning from? Are there any books by women on amazon or websites for copywriting? Thanks!”

First of all, there is NO offense taken.

It’s true most of the stuff I read and talk about is from guys like me — highly competitive, “Type-A” dudes with testosterone oozing out our ears.

These also tend to be the clients I mostly write ads for, too.

But that doesn’t mean I don’t study women marketers.

In fact, I’ve learned a LOT from women marketers and copywriters.

And as a nice change of pace, I thought it’d be fun to list a few of my favorite women marketers and why I read their stuff.

There are obviously many more worth studying than the ones below — and I invite you to list your favorite female marketers/copywriters and their sites (even if it’s your site) in the “comments” section below.

For now, here’s my short list:

1. Kim Krause Schwalm

Kim is an “A-List” copywriter I first heard about while watching Gary Bencivenga’s magnificent “100 Seminar” DVD’s.

She writes ads for a bunch of the top direct response companies like Boardroom, Soundview, KCI and more.

Now, as far as I can tell, she isn’t doing the “guru” thing.

BUT… you can still read a bunch of her control ads and some interviews she did with AWAI at:

It’s just a gold mine of advanced copywriting info.

2. Marcia Yudkin

Even though I have never met Marcia, I’ll always be grateful for her “help.”

You see, back in 2002 — when all I knew about copywriting is it sounded cool — I literally found her site on accident and it was a total Godsend.

Not only does she have some awesome copywriting, marketing and publicity articles on her site… but her stuff got me started on the right “foot” and firmly grounded in the fundamentals.

Plus, she linked to the late, great Gary Halbert — whose products and newsletters have completely changed my life since.

I can’t recommend Marcia’s site enough:

Lynn Terry is a full-time Internet Marketer and “super affiliate” with over 10 years of experience in online business and marketing.

You can spend hours on her website poring over all the information on just about every Internet marketing topic you can imagine — from affiliate marketing, SEO and PPC… to social media (“Web 2.0”), email and traffic tips.

Plus, she was even gracious enough to contribute content to my recent “Affiliate Trump Card” product (an invaluable tip if you’re a ClickBank affiliate).

You can read her site at:

4. Carline Anglade-Cole

If you read Clayton Makepeace’s excellent site then you likely already know about Carline.

She’s another “A-List” copywriter with controls for the big league mailers and her ezine is “must reading” (IMHO, at least).

In fact, I believe the issue she wrote on bullets should be printed out, stuffed in a binder and studied over and over and over again.

Just awesome, awesome stuff.

You can check out her site and ezine at:

Again, there are a whole bunch more than this.

And that’s why if you’d like to add any other women marketers’ sites to the list (especially if it’s YOUR own site) feel free to link to it in the comments section below — along with a short (3-5 sentences) description of what the site is about.

Not only will this help those who learn best from women… but us guys sometimes have to write for female audiences and, well, we can use all the help we can get 😉

Ben

Let’s talk about politics.

No… not the partisan kind.

The copywriting kind.

Here’s what I mean:

A few days ago I started a thread on Lynn Terry’s discussion board (in the copywriting section) about who has the better copywriting team — John McCain or Barack Obama?

Now, this isn’t about who anyone LIKES better… but who has the better ads.

The point being, obscene amounts of money are being spent on these ads, and it can be useful to see what they’re doing to try and persuade (sell) large numbers of people to vote one way or another. (Even the bad stuff can be useful as an example of what NOT to do).

Anyway, if you’d like to sound off on this, go to:

Ben

By the way…

In my “Copywriting Grab Bag” book (currently being revised)… I spend an entire chapter on a persuasion “trick” politicians use to scare people into voting for them. A method that, while often used for bad purposes, can also be used legitimately for good purposes (and in a way that is 100% ethical and welcomed by your readers).

To join the notification list for when it’s ready, go to:

Just got this question about finding joint venture partners.

Since this is such a hot topic (and a great way to build businesses) I thought you might find my answer to his question helpful in setting up your own deals.

Here goes:

QUESTION: I am brand new to copywriting and the Internet and wanted to know if you had any advice on setting up joint ventures with other marketers?

BEN: As a matter of fact, yes.

Although it’s not “my” advice — it’s my friend David Dutton’s.

David bills himself as the “most connected” man on the Internet.

He’s done deals with everyone from the legendary Jim Straw, Willie Crawford, Joe Vitale and David Frey… to Phil Pfister (the World’s Strongest Man) and even Jessie Conners — star of the Donald Trump’s, “The Apprentice.”

Here is an excerpt from an interview I did with David showing one of the ways he uses to penetrate the “inner circles” of marketers with big lists and influence:

DAVID: Yeah, now I try now to only contact people that I’m fans of. It works, I’m getting an endorsement in a major newsletter next week, and I’m going to show you how I did it.

I’m a fan of a guy named Dr. Andy Williams. I heard about him about a year or two ago. He has a software called Keyword Results Analyzer. I do keyword research for people to help them get rankings really high in Google, and Yahoo, and all that. I used his software to filter keywords. Basically I’m just a big fan of it.

I wanted an endorsement in his newsletter, so you know what I did? I opened up Camtasia which is a screen capture software where it captures my computer screen, and I filmed and I put an audio to the video. Basically, I opened up the software, show people how I use it, and show them the results of a travel site I own, and just how I’m such a fan of Dr. Andy Williams.

I put it on YouTube, which is free. I went to his support desk I filled out a support desk with the subject line, “KRA success story.” I just said, “Hey, Andy I just want to let you know I did a case study about my success with your software and its right here on YouTube so everybody can see it. And it gets ranked in Google, blah, blah, the whole nine yards.”

Well, what did I do? Did I try to pitch him anything? No. Did I try to sell him anything? No, I didn’t do anything, but give value. He said, “Hey, great idea, love the video. I’m going to mention you in my newsletter next week.”

Pretty cool, eh?

This is something anyone can do — no matter what niche you’re in.

And you can read the rest of David’s interview (with even MORE hot tips like this) free at:

Ben

P.S. I have been kicking around the idea of doing another interview with David Dutton.

This time I’d like to get your questions about who you would most like to connect with — online or offline. Then David, in “hot seat” fashion, will give you the exact actions to take to hook up with whoever that person is.

Is that something you’d be interested in?

Dave is a master at connecting with people.

And if there’s enough demand, I think I can get him to do a special call like this.

So if you’d like to connect with someone of power and influence — like a major Internet marketer, local politician, celebrity, potential client, etc — email me who you want to connect with and your biggest challenge in doing so at:

Just a heads up:

I’m going to be interviewing a top direct response marketing designer for my site.

This is something I’ve been keen on doing for a LONG time, now.

Why?

Because, even though you won’t hear it talked about much in the copywriting “echo chambers”, design has HUGE implications on your advertising.

In fact, Gary Bencivenga (universally considered the world’s greatest living copywriter) spends a LOT of time in his $5k seminar JUST on design… and how important it’s been to his successes.

Which is why I’ve been looking for a savvy direct response designer to interview for months now.

Luckily, one found me 🙂

This man (I won’t name him yet, it’s a surprise) has worked on direct marketing projects with world-class, “A-List” copywriters Doug D’Anna and Bob Bly… as well as with prestigious clients AWAI and the Sovereign Society.

He has also mentored and worked with the “magalog queen” Lori Haller and the “magalog king” Rob Davis (two of the world’s premiere direct marketing designers).

And he even recently had one of his postcard designs featured in Dan Kennedy’s “No B.S. Marketing Letter.”

Anyway, this dude knows his stuff.

But with this interview, I’m going to do something a little different.

I want to ask your questions, instead of mine.

What questions do you have about designing your online or offline ads?

No question is too big or small here.

And it’s truly a rare treat to get a top designer on the horn revealing his secrets like this.

So if you have any questions you’d like me to ask on your behalf, please send them to:

Ben

P.S. If I use your question in the interview, I will say your name and your website URL (assuming you want me to) when I ask it, so you get some free PR for your help 🙂

Just got off an extremely profitable “master mind” call with Ryan Healy, John Angel, Ray Edwards and Daniel Levis.

And while the stuff we talk about is mostly proprietary… I can reveal one hum-dinger of a resource we discussed anyone in business can use.

Go to:

(You have to opt-in)

Then go directly to the interview about negotiating (you’ll see it in the list).

It’s an interview with a truly great negotiator named Jim Camp.

I’ve listened to this interview multiple times over the past few weeks… and it’s one of the best teachings I’ve ever heard on the subject of selling, negotiating and sales psychology.

Perhaps (like me) you cut your teeth in sales reading books and listening to seminars by Zig Ziglar and other big name sales trainers.

Which is totally fine.

And I’d be the last person to “poo-poo” their teachings.

But as you’ll see in Jim Camp’s interview, none of the sales “parlor tricks” those guys tend to push are necessary.

In fact, in some cases (such as when you are dealing with people in the upper levels of the business world) their advice can backfire on you… and make you look like a dork.

Anyway, this interview has had such a profound effect on the way I negotiate, persuade and write copy, I had to tell you about it.

Here’s the link again:

Go to the interview that says “Negotiating For Beginners.”

The following may sound like marketing “heresy.”

But I swear it’s true.

And, if you are nervous about not having a ton of testimonials for your product or service, I think you will find it quite helpful.

Anyway, here’s a question I just got and my answer:

QUESTION: “Ben, I am just entering my market and my product is brand new. I have a great product but I only have a few customers and no testimonials so far. Should I wait until I get more testimonials before launching my first big online promotion?

BEN: That’s a great question.

First, I’ll give you the good news.

Then, I’ll give you some MORE good news : )

First things first…

This will sound like copywriting “sacrilege” but testimonials aren’t always as “life-or-death” important as some people say.

In fact, if you take a look around, you’ll notice many of the online Agora ads have NO testimonials.

Neither did a lot of Gary Halbert ads, for that matter.

Heck, I have written successful ads for new products without any testimonials… and once even had a case where testimonials HURT response.

So don’t worry about the testimonials thing.

If you have them, then definitely use them.

But don’t let a lack of testimonials stop you from going forward.

So that’s the first piece of good news.

Here’s the second piece:

There is something you can do that, in many cases, is MORE powerful than testimonials, anyway.

Something simple and easy… that almost NOBODY is doing.

And that is to “borrow” the credibility of newspapers, radio stations and television shows for your ads and products by using a press release to get free publicity.

Specifically, offline publicity — REAL newspapers, radio stations, tv stations, magazines, etc.

Not only can you say you were written up about in XYZ newspaper or radio station, but you can USE copies of your media interviews (whether text, audio or video) right on your sales pages.

It’s probably the best way to get “instant credibility” ever invented.

Your competition cannot easily duplicate it.

It makes it MUCH easier for people to trust you.

And you automatically get a special kind of prestige and credibility no “sales letter” can possibly give.

But here’s the thing:

There’s a LOT of misinformation about getting publicity circulating around the Internet.

Some of the stuff I see on the subject can actually get you blacklisted by the media people — where they tell each other to avoid you like the plague.

For a detailed audio lesson on how to write press release, check out the CD that comes with my Copywriting Grab Bag book, at:

In this CD I break down writing a press release line-by-line, and show you how to properly USE it.

Ben

Do you read “Inc. Magazine”?

If so then, over the past few issues you may have noticed a full page ad (perfect your swipe file) with a couple really intriguing elements to it.

I don’t know exactly how well it’s pulling (although it has been running for a least two or three months, plus I’m seeing it pop up on some Internet sites exactly “as is.”)

But it’s got an extremely cool headline with some killer “before and after” pictures.

Won’t say much for the design of the ad or the copy (although it does mention the media outlets it’s been featured on).

But the headline and photos alone are powerful.

Anyway, enough babbling, here it is if you’d like to see it:

Ben

P.S. For more info on how to use your swipe file (the right way — and without breaking the law), check out the interview I did with John “Angel” Anghelache at:

Got a great question from a guy using audio in his marketing.

He put together an awesome little piece selling his service in his local community, but he wasn’t getting any action, and he couldn’t figure out why.

He knows audio works (it’s used by everyone from Ken McCarthy to sell his $2,000+ System Seminar each year… to Dan Kennedy selling his “flagship” Magnetic Marketing system… to affiliate marketers who just want to beef up their sales and stick out from the crowd).

Even so… it just wasn’t happening for this guy.

So he let me listen and, while it’s truly a great audio piece, it’s still missing one huge, critical element.

An element I suspect will turn it from a selling “dud” to a selling “stud” as soon as he implements it.

What is it missing?

Making an OFFER at the end.

Not just plugging his service (although that is a “must.”)

But giving someone a reason to act/buy/order NOW.

Fact is, these audio sales letters are exactly like text sales letters — just in different “clothes” (so to speak).

And, just like with a regular sales letter, it’s extremely important to include a reason to buy now — and not put it off until later.

It can be any “excuse” to act you want — exclusive bonuses, scarcity, time-limited discount, etc

The important thing is you give them a reason to order right NOW.

Otherwise, your listeners probably won’t do anything.

Ben

P.S. If you’re interested in audio marketing (and I think everyone should be doing it, personally), Michael Senoff and I put together an 80-minute lesson we give away free at:

It’s mostly about using audio to create info products. But there’s some extremely good advice in there about selling with audio, too.

Especially on using audio to make your sales letters a LOT faster and easier to write.

Recently, Matt Gillogly had Ryan Healy and me on his Christian entrepreneur radio show.

We talked about things like copywriting, how to sell by mail, how to get inside your prospect’s “head”, using psychological triggers in your ads, and more.

We also touched upon why the usual copywriting tricks and “choke holds” don’t always work, and can actually backfire on you.

Anyway, while the show is obviously geared toward Christians, I think you will benefit enormously from the content no matter what your beliefs.

To grab the MP3, go to:

P.S. Speaking of Matt Gillogly…

Since hearing his story on my site a couple months ago, some people have been wondering what he does now that his $150 million business went “belly up.”

Answer:

Coaching.

Matt’s a wiz at getting clients and starting coaching businesses.

And he has created a short (21 page) eBook about how anyone — no matter who you are or how little you think you know — can become a high paid coach extremely fast (while spending little or no money at all).

If you’re interested, you can download the eBook (it’s free) at:

If you would rather not get it through my affiliate link, you can get it directly at:

And don’t worry — this is NOT a thinly disguised sales pitch.

Yes, there WILL be something for sale down the line.

But this eBook is pure content and, even if you wanted to buy something from it, you can’t.