Ben Settle

Just a quick “heads up”:

I recently got a copy of the brilliant “Read This Or Die” ad — which some direct mail “insiders” consider one of the best ads ever written.

I’m not surprised at all.

This really is the kind of ad that makes you shake your head wondering how the heck Jim Rutz (the guy who wrote it) writes copy like this.

Anyway, I just added it to my special swipe file report: “How To Instantly Build A Million-Dollar Swipe File”.

Which you can download free (although you’ll have to opt-in) at:

Free Swipe File Report

By the way… this ad was sent to me by a guy named Jack Booman.

So special thanks to him for sharing this ad with me (and now you).

If you haven’t seen my last two “remote control swipe file” posts you can get them here:

https://bensettle.com/blog/remote-control-swipe-file

https://bensettle.com/blog/remote-control-swipe-file-part-2

Now, for the “grand finale.”

When I originally prepared part 3 of this “trilogy” of swipe file blog posts, it was simply too much information to fit in one post.

Or even five blog posts, for that matter.

So I instead put all this great information in a report titled:

This report reveals over a dozen ways to instantly build a swipe file fit to bursting with ads that have raked in millions and millions of dollars.

Most of these resources are either free or dirt-cheap (many are given to you directly from my own files).

And you’ll never run out of successful ads to study, model or get ideas from again.

Anyway, to get this report simply go to:

And fill in your name and primary email address.

You’ll get both the report and my new swipe file ezine — which includes a whole bunch more swipe file ads and resources (that I deliberately left out of the report).

So the best is yet to come.

But that’s it for now.

Next time… something totally different than swipe files!

Real quickly:

I just uploaded an audio interview I did with million-dollar copywriter John Anghelache about swipe files.

If you don’t know John, he’s easily one of the best copywriters around.

And one of the things that makes him one of the best in the game is not how big his swipe file is… but how he *uses* it.

You see, it’s one thing to have a swipe file of great ads… but it’s something else to be able to use it to create one winning ad after another… almost at will.

Only a small handful of copywriters really have this “knack” down — and John is one of them.

In this 100% free interview you’ll learn the secret of how he “swipes” his way to writing ads that pull tens of millions of dollars in sales for his clients — and how you can easily do the same thing.

NOTE: This interview is no longer available.

However, you can access it in Appendix 1 of The Copywriting Grab Bag.

Well my friends, it’s time to rumble with some more Q&A.

I’ve been getting a LOT of great questions everyone can benefit from.

Let’s hit it…

QUESTION: I would love to see some deep analysis of proven ads broken down line by line like Eugene Schwartz does in his book Breakthrough Advertising. Do you have any plans to do that?

BEN: No plans on my end.

But you can get a GREAT Ken McCarthy analysis of one of the longest running control letters in the history of direct marketing at:

Peter Stone also recently posted an invaluable sales letter critique on his blog at:

Both Ken’s and Peter’s teachings are “must reading” for anyone wanting to become a better copywriter.

In fact, they contain so much “for real” advanced copywriting information you can go to them over and over again and learn something new each time. (I know I have!)

Finally, Doug D’Anna recently told me he’ll soon be offering his entire 20 years of winning and test promotions to his “A-list” members.

He’s also including a written analysis of why each one worked or failed — along with the lessons you can take away from them.

So make sure you sign up for his free “A List” ASAP.

QUESTION: Ben, do you take on clients? You have no links to info on your site about this???

BEN: If you have a product or service that’s both interesting and legitimately valuable then maybe.

It just depends on what I have going on at any given time.

Anyone interested in my copywriting services can find out more information at:

QUESTION: Do you have any tips on how to write fluidly and clearly?

BEN: Yeah… write, write, write, write, WRITE!

If you want to be a good writer you have to write a lot.

I started by mindlessly copying Gary Halbert ads and newsletters over and over and over. And that did wonders for me.

You can get all the Gary Halbert writings you can eat at:

QUESTION: Do you have any advice on product package design?

BEN: If you suck at designing (like I do) then bite the bullet and outsource.

Just make sure you find someone who’s good at both designing and direct response marketing.

They’re not always easy to find.

But I promise you they’re well worth the effort (and price).

QUESTION: I’m new in my market and I have no testimonials, track record or credentials, etc. What can I do to stick out?

BEN: A couple things you can try include:

1. Lots of “pre-selling” that demonstrates your knowledge and expertise before the prospect reads a word of your sales letter.

You can do this with free reports, articles, videos, audios, case studies (when you get some), etc.

2. “Out-fascinate” your competition with tantalizing bullets.

In other words, create a LOT of bullets that make people say, “how in the world does THAT work?!” Or, “How is that even possible???”

It’s hard to imagine, but people really do buy products (even very expensive products) because of one single bullet point that hits ‘em where it counts.

IMHO, the undisputed world heavy-weight champion bullet point teacher is Ken McCarthy.

Instead of just handing you a pile of bullets to study and copy by hand, he actually shows you how to build hot bullet points from the ground up — from scratch.

There’s a reason why guys like Gary Bencivenga and Dan Kennedy praise Ken’s ads as examples of world-class copywriting.

His unique way of constructing bullets may be one of those reasons.

Okay, one more question before we wrap up.

QUESTION: I have a website where I sell a bunch of books on the same topic. My books are all on similar subjects and complement each other. Do you have any quick tips on how I can get customers to buy more than one book at a time?

BEN: Try including a snatch of copy that says:

I know that sounds almost too simple.

But you’d be amazed at how much “simple” things can impact your sales.

Okay, that’s it for now.

See you next time!

Since that “Remote Control Swipe File” post a while back, I’ve been getting flooded with requests for more.

Not being one who likes to disappoint you… I’m giving you 5 more not-so-easy-to-get ads to enjoy and learn from.

Ready?

Okay then, let’s roll:

1. Joe Karbo’s “Lazy Man’s Way To Riches” Ad

This one is a true classic — and one of the only full page newspaper ads selling a “how to make money” book to ever turn a profit during its day:

http://www.bensettle.com/Swipe-File/Karbo.pdf

2. Ben Suarez’s “Astrology Today” Ad

This is an excellent example of a “disguised” ad — that looks (at first glance) much more like an interesting article than an ad.

This is also one of the 9 ads Gary Halbert told his son to copy out by hand and study in “The Boron Letters.”

Here it is, yours for the taking:

http://www.bensettle.com/Swipe-File/swipe-astrology-today.pdf

And here is another version of it:

http://www.bensettle.com/Swipe-File/swipe-astrologytoday.pdf

3. Little Black Book “Bottom Line” Ad

This is a little book I got for free about 11 years ago when I subscribed to Men’s Fitness magazine.

The entire book is a mixture of great content and sales pitches.

This scan is the beginning of the book which tries to “butter” you up to buy Bottom Line/Personal.

I can’t imagine anyone not getting an enormous amount of value from reading it.

Check it out at:

http://www.bensettle.com/Swipe-File/swipe-blackbook.pdf

4. Bruce Barton’s “The Book Nobody Knows” Ad

Everything I’ve read about Bruce Barton just blows me away.

This guy was a master at writing tight, persuasive copy that made people buy.

This ad he wrote for his book “The Book Nobody Knows” is just one example.

Honestly now… how can you read this short, intriguing little ad and NOT want to get his book?

http://www.bensettle.com/Swipe-File/swipe-booknobodyknows.jpg

5. Mike Marvel “Dynaflex” Ad

This is the ad that really taught me the value appealing to people’s sense of insecurity.

The copy sounds kind of dorky today.

But this ad (and many others like it) sold scads of bodybuilding books and products in the back of comic books.

Take a gander at it and you’ll see why:

http://www.bensettle.com/Swipe-File/swipe-mikemarvel.jpg

Okey-dokey.

That’ll do it for today.

Until next time…

Once upon a time, I saw a Tex Avery cartoon titled “Symphony In Slang.”

This short little cartoon was almost entirely in slang (thus the title). When I started studying copywriting and learned the value of using slang in my ads, I looked everywhere for it. I checked video stores, combed the Cartoon Network website and scoured the Internet.

Nada.

There were a few sites in the search engines that had it. But when I clicked on the links I’d find it was yanked offline for copyright violations or because the url had changed.

Tonight I finally found it.

And yep… it was sitting there on good ol’ Youtube.

You can watch it (while it’s still up) on YouTube just by typing in the title name in their search engine.

I suspect it won’t be up long, though.

So in case you’re reading this and it’s gone… I went through it (for your benefit and mine) and extracted all the relevant slang terms. Depending on what you sell, some of this stuff may be kind of hard to work into your story copy.

But much of it can still be adapted for a variety of products and services.

For example, you could treat some of them like “formula headlines” — where you substitute one or more words with words that fit with the story you’re telling in your copy. At the very least they should spark some useful ideas you can use.

Anyway, I was pretty excited when I found this cartoon.

I hope you get as much value out of it as I have.

born with a silver spoon in your mouth

grew up overnight

up at the crack of dawn

back to my hole in the wall

beside myself with anger

make some dough

beautiful girl stepped into the picture

I got goose pimples

clothes fit her like a glove

paintin’ the town red

let her hair down

she ate like a horse

my money was runnin’ out on me

left me in a pickle

I gave him the slip

he drew a gun on me

the law was on my heels

the judge tried to pump me

put my foot in my mouth

sent me up the river

felt myself going to pot

raised a big stink

going though a lot of red tape

threw myself at her feet

got on her high horse

couldn’t touch her with a ten foot pole

guess the cat had her tongue

after that I went to pieces

we chewed the rag a while

I heard from the grapevine

that burned me up

knew he was just feeding her a line

the guy spent his money like water

outside it was raining cats and dogs

I was feeling mighty blue… and everything looked black

a tear ran down my cheek

hot footed it over to Mary’s apartment

I died laughin’

# # #

For a ton more swipe file lessons (including a huge swipe file I personally use to get ideas for my own ads and sales letters), hot foot it over to…

A couple months ago I listed a bunch of rare swipe file resources.

Today I want to give you a different list.

Not a swipe file list… but a list of copywriting and marketing resources that have had a HUGE impact on my business and life.

These are not the “usual suspect” sites.

They are what I like to think of as “hidden” resources you probably don’t hear a lot about.

Each one has helped me out tremendously… and I think they’ll help you, too.

Let’s get crackin’…

1.) Robert Kiyosaki’s weekly “Yahoo!” column:

It’s almost impossible NOT to learn something new about making money, investing money or keeping more of your money from Robert Kiyosaki’s columns and his books.

In fact, millions of people’s lives were changed (especially mine) after reading Kiyosaki’s famous “Rich Dad, Poor Dad” book (which I believe should almost be required reading for everyone 14 years or older.)

Plus, he’s one of the finest communicators around.

His books, columns and articles are masterpieces of clarity, persuasion, storytelling and “invisible” writing — that melts right into your brain without calling attention to itself.

If you’re interested in writing better copy, you can do a lot worse than reading Kiyosaki’s stuff.

2.) Streaming talk radio show list:

The beauty of talk radio is it’s rife with direct response ads.

Some of these ads are so good they build gigantic customer lists and generate millions of dollars in sales in one shot.

Which is why I try to listen to talk radio as often as possible.

Not only does it help keep you “sync” with the culture and current events… but it also keeps you in sync with what kinds of ads are working.

If you want a power education in direct response advertising click on a couple shows at the above link (the most popular ones are listed at the top) and you’ll get all you can handle.

3.) Tom “Big Al” Schreiter’s website:

Tom Schreiter is an MLM trainer and teacher.

And while I don’t do MLM, I study Big Al’s stuff in microscopic detail.

Why?

Because the way he works his site, segments his lists, bonds with his customers and runs his information marketing campaigns are a direct marketing seminar in itself.

And no… you don’t have to be in MLM to get value from his stuff.

Just browse his site and look at what he’s doing and how he’s doing it, and you’ll see exactly what I mean.

(Incidentally, another brilliant marketer in the MLM world is Art Jonak at www.mlmplayers.com. I don’t know if he still does his Sunday teleconference calls, but I learned as much about the art of selling from those short calls than I have from any other book or resource since. It’s worth looking into if you’re new to selling and want a solid foundation to build on.)

4.) Jim Rutz’s weekly column:

I talk about Jim Rutz and this weekly column at length in “The Copywriter’s Crib Sheet” (get it free by signing up for my “Free Email Newsletter” in the upper right hand corner of this page).

Jim Rutz is a true genius and I simply cannot get enough of his writings.

Plus, his articles contain not only some of the best “copywriting” you’ll ever see… but also some of the most shocking and controversial content you’ll ever see, too.

I’m talking about the kind of inspiring stories you’d read in the Bible… combined with the “can’t be done” sensationalism you find in supermarket tabloids!

And he’s a freakin’ master at persuasion.

Which, in politics and religion (what he mainly writes about), comes in pretty handy!

5.) Earl Nightingale’s “Strangest Secret” recording:

Earl Nightingale was co-founder of the world-famous Nightingale-Conant Company and became so successful so quickly, he retired at the age of 35 a millionaire.

Back in the 1950’s he revealed his “strange” success secret in this short recording which is packed with so much wisdom and information it’s staggering.

In fact, I suggest listening to it multiple times and often.

Especially if you’re feeling kind of down or seek answers to a distressing problem.

And finally, last but certainly not least…

6. Doug D’Anna’s “A-List”:

I first heard about Doug D’Anna from Ken McCarthy and am just fascinated by his teachings.

Doug D’Anna is one of those master copywriters the huge mailers pay the big bucks to and is just brilliant.

His free “A-List” e-newsletter is right up there with Gary Bencivenga’s and Clayton Makepeace’s and is one of the few emails I stop everything to read.

They’re packed with so much quality, useful information (you can actually use) you can read them over and over again and still learn something new each time.

Frankly, I’d be willing to pay money (good money) for the information he freely gives away to his list!

You can read more about Doug D’Anna and join his “A List” e-newsletter at:

OK, that’s it for today.

I’ve been getting into the habit of walking dogs down at the local dog shelter and I think I can hear ’em barking for me!

Until next time…

I first heard of Doberman Dan from a forum post by my buddy Caleb Osborne.

And when you start reading through his free newsletters and portfolio you’ll become literally addicted to his stuff!

Yep, he’s THAT good at the direct marketing game.

Plus, you’ll find his newsletters are on a much “deeper” level than most free marketing letters.

And he’s NOT afraid to say things that stir people up (i.e. his views on debt).

A few weeks back I actually had the pleasure of talking with Doberman Dan over the phone and he’s one of the savviest marketers you’ll ever meet. He’s also one of the few copywriters out there who learned his skills “on the street” with his own money (not his clients’ money)… and he even used to work alongside Gary Halbert.

Been a while since I did Q&A and the questions have been piling up.

Let’s take a whack at a few of them:

QUESTION: Ben, how come you don’t talk more about SEO, PPC and Web 2.0? And how important do you think it is to learn these things?

BEN: I don’t write about those things because I don’t know all that much about them.

Do I think they’re important to learn?

That depends on you.

In my experience (and this has just been in my life — I’m sure others will disagree) it’s better NOT to try and be all things to all people — and not to try and master every single new “thing” that comes down the pike.

Instead, find the few things you’re good at and spend 90% your time honing those skills.

Is this good advice for everyone?

Maybe, maybe not.

Some people can master multiple different skills and keep up with all the latest technological breakthroughs, fads and gimmicks without losing a step.

Not me.

I’ve tried to be a jack-of-all-trades and it just ain’t happen’ for me.

I don’t even bother keeping up with the latest (and ever-changing) PPC, SEO or Web 2.0 (whatever that even means) stuff.

So if you want to get good at those things this isn’t the place to be.

Instead, check out the sites of people who DO know about them.

Guys like Brian Clark and Michel Fortin (who really does seem to have the ability to master multiple skills!).

As well as anyone they refer you to on the subject.

Next question…

QUESTION: I’m just getting going finding freelance copywriting jobs but I am having some problems with a certain a**hole client. How should I deal with her?

BEN: I think you should just send her check back with a quarter and a note that says, “here’s a quarter, buy yourself some class!”

Seriously.

You’ll put her in her place and feel a LOT better about yourself.

I can almost guarantee it.

Besides, why waste your time and talents on the jerks… when there are plenty of non-jerks out there who need copywriting?

Okay, last question to wrap up…

QUESTION: Ben, I’m new to copywriting and having a hard time with online sales letter headlines. Any advice to get me going fast?

BEN: Yeah — take a look at the stuff you see online… and do the exact opposite.

Yes, I know the conventional wisdom is to seek out online sales letters that work like gangbusters and model them.

But frankly, I think that’s dangerous.

Why?

Because there are a lot of headlines “working” online that wouldn’t have a snowball’s chance in hell selling to anyone else but giant house lists of people who already want the product it’s selling.

If you don’t have that kind of asset in your hip pocket you have to be a little more sophisticated.

Here’s what I like to do:

Pretend you’re selling your product or service door-to-door.

And let’s say you find a house with someone you know is interested in what your product does…but is skeptical and has been visited by a hundred other salesmen selling something similar to what you got.

When that prospect opens the door, what’s the one thing you could say to her that will — instead of making her slam the door on your face — make her practically beg you to come inside to tell her more?

You figure that out and you got yourself a great headline, my friend.

Try it yourself and see.

Okay, that’s it for today.

If you have a question to submit for future Q&A’s Click Here.

Seems whenever I do ad critiques, one of the things people always have trouble with is the ever-frustrating opening paragraph.

It’s not quite as important as the headline.

But it’s still important and can sometimes even help make or break your response.

So today I thought it’d be helpful to share a simple opening paragraph “template” that can get the job done in a pinch.

Especially if you’re writing to your own list… and especially if you want to avoid having an ad that screams “SALES JOB!!!!” at first glance.

I’ve used this opening several times now, and it really works.

Here’s a “real life” example of what it looks like:

Hey (name),

A few months ago I was going through a bunch of subscriber email questions and one question that popped up over and over again went like this:

“”Ben, I need to be a better copywriter. But I’m confused, not getting the results I want, and don’t know where to turn. What copywriting course, book or seminar do you most recommend?”

My answer:

See how that works?

It doesn’t look, feel or behave like most other sales pitches, does it?

Instead, it starts with a question that quickly and immediately builds rapport with anyone interested in wanting to be a better copywriter.

Here’s another example:

Hey (name),

A few months ago I was going through a bunch of subscriber email questions and one question that kept popping up over and over again went like this:

“Ben, I want to be a freelance copywriter. But I’m just starting out, have no contacts in the industry and don’t know what to do. Is there a course or book you recommend?”

My answer:

Pretty simple, isn’t it?

And it works for anything you want to sell — including niches that have nothing to do with copywriting or business-to-business.

All you do is take your customers’ most frequently asked questions, or a problem they have, and “plug” it into the template.

Try it yourself and see.

Take the above examples and adapt them to your product and service.

Not only will you stick out like a sore thumb from your “hype ‘n scream” competitors… but your readers will probably be way more likely to read (and respond to) your offers.