Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

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Your Daily Email Addiction

Filed under: Email Marketing

Recently, I was re-reading a 20+ year old interview with comic book writer Peter David (who made the Incredible Hulk one of the highest selling Marvel titles back in the 90’s).

He shared a lot of valuable ideas for writers in the interview.

But, my favorite was about all the incessant copycat writers:

“People focus on the surface elements, try to emulate them, and then are surprised when they don’t succeed. It’s the writing equivalent of what many beginning artists do: copy the surface elements of a style and not look at the things that make it work as a whole.”

Anyway, here’s why I bring it up:

New “Email Players” subscriber Andy recently made an observation about this phenomenon.

And, it’s especially relevant to the people incapable of independent thought who not only copycat me, but who copycat anyone else, too…

First off, I’ve finally started accruing my own list and became an email player today. Feels good man.

But the pressing issue is how many dopes I keep seeing trying to be Ben Settle clones. I get it, the lingo del benbo is amusing, but only when spoken by him. Otherwise it seems forced/un naturale.

Self proclaimed gooroos will run these terms into the dirt without ever learning why they worked in the first place.

I had some shitbird send me an email that tried sounding like you and it just added kerosene to my fire.

“what gives you acid reflux in your current endeavours?”

fake ass marketing charlatans

These proles are out there pushing folks towards your subscription. Nice

I probably should be thanking them.

But, if anything, I pity them.


Because they are also sabotaging their sales, their brands, and their entire businesses.

Whatever the case, I’ll never understand why people want to copy someone else’s personality.

Especially in email — which is personality-driven.

But, marketing proles aren’t known for being particularly bright.

To learn how to use your own personality to sell your products & services with email, go here:

Ben Settle

Filed under: Sales & Marketing

Not long ago, I was forwarded a link to a website for coaches, where one of the guys there was lamenting about how I don’t offer a money-back offer.

Specifically, he said:

“Not keen on not receiving a MBO…when I see sellers who are like this, I question their integrity.”

All of which I found ironic.


Because in my experience, and in the experience of every single info marketer and info publisher I’ve ever spoken to about this, it’s the people who ask about a guarantee who are almost 100% certain to refund high quality products that are honestly advertised, while copying everything first.

i.e. have zero integrity.

It’s such a reliable red flag they might as well wear a badge saying:

“I’m going to refund whatever you sell me.”

These are simply not the kind of customers I cater to.

And, I am tickled blue there are websites like this where these types congregate, tell each other not to buy from me, and then buy from (and get a refund from) someone else.

They do us both a big favor.

And, save us both a lot of time, too.

Anyway, on to the business:

My “Email Players” newsletter is definitely not for those who can’t make a buying decision without a money-back offer.

Nor do I cater to quitters, either.

i.e. I don’t let people back after they leave.

This ruthlessly simple policy has made for some of the best, highest-performing, and must successful customers I could ever ask for.

A few loser-types slip in every now and then.

But overall, I’d take the Pepsi Challenge against anyone else’s customer base any day.

To see if you qualify for a place amongst us, go here:

Ben Settle

Filed under: List Building

Because, my little droogie, it’s been the single best (free) traffic source your humble narrator has ever used.

Here’s why:

Someone interviews you on their podcast, you give your link at the end, and you potentially get a steady flow of hot leads over the next several days, weeks, months, and, yes, years. And by *hot* leads I mean, leads that have (1) listened to you yap and squawk about whatever the topic is for 20 or 30 minutes and (2) then go to your site and opt in.

That my fine feathered little pigeon is a hot lead.

They don’t come in huge abundance.

(Not usually, at least).

But, the leads you do get are likely to be of such a high quality and caliber, I would gladly have 100 podcast leads than 1,000 leads from practically any other free source.

Something else to think about:

Podcasting is basically the new talk radio.

If you ever heard publicity king Paul Hartunian talk about it — radio is some of the best kind of publicity you can get as far as getting sales is concerned (it doesn’t have the prestige of TV, but there’s a reason why talk radio shows generate billions of dollars per year in direct response ad revenue — because it’s a perfect fit for direct response). Plus, it’s easy to do since you don’t have to travel anywhere.

Immoral of the story?

Get booked on podcasts and thou shalt have peace.

Wait a minute.


You’re kind of new to your industry? You don’t have podcasters seeking you out to interview you? You would LOVE to get booked on all the podcasts your greedy little heart desires, but are confused about how to do it, don’t know what you’re doing, and don’t know where to turn?

Never fear.

Your long-suffering pal elBenbo has your back.

That is, if you are an “Email Players” subscriber in time for the March issue before tonight’s deadline.

This issue spends a lot of time on this subject.

Including how to get booked on shows.

(Even sometimes the big ones.)

How to conduct yourself on shows to get the most people wanting to opt-in to your email list.

And, how to get lots of “mileage” out of each appearance.

Something else to think about:

A few years back, before I figured out a lot of the information in the March issue, I almost paid a chick $15,000 for 3-months of help getting booked on podcasts. That’s how much some services charge you to find and get you booked. And, if you know what you’re doing, it can be worth that and more. But, there’s nothing she does I don’t teach in the March issue. And, I would bet green money none of these services teach all the other things I do in this issue to further monetize podcasts you get on.

Anyway, this issue goes to the printer later today.

Once I send it in, I turn off Email Players in the shopping cart.

(So no “stragglers” can try to sneak in.)

Here’s where to subscribe in time while you still can:

Ben Settle

Filed under: List Building

True story:

Many years ago (circa 2008) the great Gary Bencivenga sent me — as a thank-you gift — a slender little volume his mentor (advertising legend David Ogilvy) said had changed his life and urged all his employees to read at least once per year. And I have since learned many of history’s greatest marketing & business minds were big fans of it, too.

It was a 32-page pamphlet-like book called:

“Obvious Adams”

It is a short story about an advertising man who was not the best or most skilled copywriter or marketing mind… but whose ads were ultra successful simply because he knew how to spot the “obvious” solutions to problems.

It’s quite the fascinating read, too.

And, it teaches a special kind of “mindset” you won’t find in other copywriting or marketing books. Plus, even though it was published way back in 1916, it’s just as relevant (in my not-so-humble opinion, even more relevant) today.

Take podcasts, for example.

I’ve been yapping on a lot about using podcasts for email list-building.

Especially since, they can nab you some of the best, most loyal, and most productive (i.e. doers) customers you can ever ask for. It’s astonishing to me how many of my most successful customers found me via a podcast I was interviewed on, and I have heard similar tales from other people I know up in this business.

But back to the story:

Not too long ago I had an Obvious Adams-inspired brain belch about podcasts.

Specifically, how to monetize all my appearances better.

To my knowledge, nobody else is teaching (much less doing on any kind of regular basis) what I am doing now on podcasts, but that can potentially bring you lots of new sales and leads, and lets you shamelessly pitch whatever you want on podcasts in a way hosts love and that the audiences love.

And, yes, it can make people far more likely to want to join your list, too.

(Without having to change your opt-in bribe or anything like that.)

A true Obvious Adams method.

And, guess what?

I teach it in detail on page 12 in the upcoming March “Email Players” issue.

In fact, not only am I applying this to podcast appearances (when it’s practical to do so), but to many other facets of my business and the results have already been far better than expected.

The deadline to get the March issue is tomorrow.

After that, you won’t be able to get it.

Here is the link to subscribe:

Ben Settle

Filed under: List Building

One of the (many) big lessons in the late, great Gene Schwartz’s book “Breakthrough Advertising” was when he talked about borrowing credibility from respected media sources.

For example:

If you could run your ad in The Wall Street Journal, and make your ad look, feel, and read like an actual WSJ editorial or news piece, you’d be able to “borrow” all that credibility from the WSJ for your ad.

It doesn’t work exactly the same anymore.

(Now they make you put “Advertisement” at the top, etc)

But, there is a way you can still use that idea/concept online, and do it to get a lot of extra names on that email list of yours. And, not just ordinary leads… but super leads — many of who may very likely hunt you down, opt-in, and be looking to buy something from you.

If not now, then some time down the line.

How do you this, exactly?

By using what the great master of getting free publicity Paul Hartunian called:

“The Halo Effect”

This is the same built-in credibility advertisers got by borrowing credibility before. But, instead of doing it via your paid ads… you do it via podcast interviews you get booked on.

For example:

Let’s say you are an affiliate marketer.

And, let’s say you sell a lot of health offers. And, let’s further say you are not a doctor, medical professional, or have a degree in anything even remotely related to medicine, health, wellness, nursing, pharmaceuticals, or anything else.

But, you are well-versed in the offers you sell.

You’ve used them yourself, and benefit from them, or know people who did.

And, you just want a chance to prove you’re not a quack or raving lunatic slinging MLM at everyone.

What do you do?

One thing you can do is get yourself booked on podcasts with audiences who might make good leads for what you sell. At the beginning of the podcast — if you knew what you were doing when you contact him/her, at least — the host introduces you.

Talks you up.

And, essentially “edifies” you to the audience.

This gives you automatic “build-in” credibility. While you are on there, you have that vaunted halo effect. What you say is faced with skepticism. Or, at least, with an open mind. And, let’s say you do a good job, demonstrate your knowledge, tell your story, and have a deep, meaningful discussion with the host about the problems and pains your market faces, some solutions they can consider, etc.

Maybe this interview goes for 20 minutes or so.

Maybe less, maybe even a little more.

At the end, the host asks you where your audience can get more info, you give your URL, and you get a number of people from that audience going through the trouble of finding your site, opting-in, and consuming your opt-in bribe.

Those are more likely to be red-hot leads.

Yes, some will be higher quality than others.

But, they are invested in you.

They will likely be doing it all with a lot less resistance. Instead of emotionally pulling back, they are more likely to be leaning in. And, if you mail them with my wily ways, over time, you could very well find yourself turning many of them into solid customers to whom you can sell other things to after that.

But, that’s not all, my little droogie.

That halo effect doesn’t just go away unless you allow it to.

Because, if you know how to leverage that interview, you can get yourself booked on many more such podcasts — each of which gives you an even stronger, brighter, and more illuminating halo, all compounding on each other, sending you more leads, to build an ever-growing email list, leading to more sales, and more backend sales, as well as potentially other opportunities (coaching, consulting, JV’s, speaking, etc — it’s kind of wild how that works out once you get it all going).

All from tapping into that halo effect and borrowing credibility.

Very simple.

But, not necessarily easy.

A lot of good people with lots of value to share get on podcasts but fail at monetizing it.

Enter the March “Email Players” issue.

I spend a lot of time on building your list via podcasts.

Including how to get booked on as many as you can stand (including potentially big ones), how to monetize them, and how to get all those successes compounding on each other, like a growing snowball of leads gaining size, speed, and force with each appearance.

This is one of my best ways to build my list.

No, it’s not “scalable.”

But, as you’ll see, there are ways I haven’t even mentioned here (I save the really good stuff for the newsletter…) to monetize these interviews and even turn them into “bursts” of new leads (besides the audience going to your site) on your lists in some cases.

But, the deadline to get this issue is tomorrow.

After that, too late.

Here’s the link:

Ben Settle

Filed under: Email Marketing, List Building

“Now, whether or not what we experienced was an ‘according to Hoyle’ miracle is insignificant. What is significant is that I felt the touch of God. God got involved.”

— Jules
“Pulp Fiction”

As if my ego needed to get any bigger…

Following will sound either like a random fluke or divine miracle.

But recently, an “Email Players” subscriber emailed me about how he had his entire business wrapped up with just PayPal. And, unfortunately, he got on the wrong bureaucrats’s radar somehow (which is a lesson all in itself for why you never rely on one merchant account…) and, got banned, and said they were freezing all his money for 180 days (his living expenses, since everything was tied to his PayPal… another cautionary lesson…)

But, it get worse:

They also banned his wife’s account, too.

And, they even banned his college-aged daughter’s account, who did his tech support.

Mind you:

He wasn’t selling anything outrageous or unethical. It simply happened, and it can (and does) happen to anyone, whether they deserve it or not. Talk to enough people up in this business and you will hear many-a-horror story about such things.

Anyway, long story short:

What happened after that was a miracle of near-Festivus proportions.

Here’s how he described it:

Yes, I deserve a flogging because they (PayPal) had everything.

So, on the 15th…I was all set to write an email to you to tell you that I was going to have to cancel. I’m a Christian so I believe that when I’m impressed to do something it’s God’s direction.

I was impressed NOT to write that email at that time.

So, I didn’t cancel, and my payment has been bouncing since the 26th.

I’ve only had three issues of E-Mail Players, and here’s what I’ve learned:

1. First, I used to spend at least 1 hour per email. Then in something you ridiculed those of us that did so. So I stopped worrying and trying to game G-Mail’s inbox and Promo Tab…I I got a 0 Aweber Spam Score, I hit send. Now….15 minutes on each email.
?Income, open rates (I know you don’t believe in open rates and click through rates, but I’m not there yet) all went up.

2. Second, I was spending way too much time on conservative websites. Again, your ridiculing (detecting a pattern here) those of us that had no self control got me thinking… “what ARE you doing?” I cannot tell you about the gain in productivity since that moment…it was just what I needed.

3. You validated my reason for doing my own support and talking to people. And your reasoning was the eXACT reason I gave my partner earlier this year. Helps me to know the customer and what they want and makes writing emails that are real so much easier. I may be crazy, but at least somebody that makes a lot more money than I do is just as crazy.

So, you see…if I had to cancel, it would be a real loss to me.

And lo and behold today, PayPal wrote me to tell me I could withdraw all of my money.

[NOTE: well before the 180-days]

And I’m sure you know, that doesn’t happen.

And thus, I just changed my card details and you don’t get to kick me out for quitting.

Divine intervention maybe? I don’t doubt it.

I looked at my PayPal and noticed that I made 123K for all of 2018 writing emails twice daily for my business. Not bad for $10 FE products.

But two-three hours a day on 2 daily emails was draining me, admittedly. And with them banning me, I was thinking that maybe I could do something else.

I think though, I am going to do better this year with things I’ve picked up from you and be more happy and hopefully launch fewer products and make more money.

I hope to report in to you next January. I won’t be writing you much or commenting I don’t think, but I lurk, listen and read my friend. Much of what I’ve implemented is life stuff that you said.

I think you are divinely inspired.

[Name withheld by request]

Anyway, this got me to thinking:

I don’t know about being divinely inspired.

But, I do know how to get the proverbial “halo effect” from my market by getting on lots of podcasts and turning those appearances into a bigger, ever-growing email list with lots of new buyers. And, it’s something I teach in great detail in the March “Email Players” issue.

Deadline is in less than 48 hours to get it.

After that?

Too late…

Here’s the link to subscribe, while there’s still a little time:

Ben Settle

Filed under: List Building

Last month I mentioned a book I had read called:

“My First Million”

It’s by the great Matt Furey and, one of the (many) valuable lessons in that book isn’t even necessarily taught in it, it’s something you can observe when you hold it in your hot little hands.

And that valuable lesson is, the entire book is one long interview transcript.

Some people (especially review trolls) whine about books that are interviews.

But, ignore those scoffers.

Those are almost always losers who know they are never going to implement anything they learn or leave their mom’s basements (literally or figuratively, or both…), and so they blame the format of what they read on their failure to act, instead of their own inner-laziness & self-loathing psyches that are the true culprits keeping them down.


I have entire books that are essentially just interviews (either me being interviewed or me interviewing other people), that continue to bring my sometimes-righteously obnoxious self many new names on my email list, many new sales, and many new business opportunities, and have for years.

Still more:

Turning podcasts you are interviewed on into books is just one of many ways to monetize and get lots of long term list-building “mileage” out of shows you are interviewed on. And, in the March “Email Players” issue (on pages 9-10) I show you 7 quick & simple ways I use to turn my podcast interviews — big and small shows — into sales, into a bigger email list with lots of buyers (and not just freebie seekers), as well as into a steady, long-term method for getting traffic to my website, boosting my brand & credibility, and making business a lot more fun experience.

Podcasts are the best long-term list-building method I’ve ever used.

But, only because I do many things other people aren’t doing, and, from what I can tell, aren’t even thinking about doing.

All of which are revealed in this next issue.

But, I’m sending it to the printer soon.

After that, it’ll be too late to get it.

Here’s the link if you want some:

Ben Settle

Filed under: List Building

Behold a cautionary tale:

Many moons ago, I wrote a book that had a lot of interview transcripts in it as content as appendixes.

All turned out great, far as I was concerned.

But, there were a couple disappointments. I shalt keep the names to myself to protect the guilty, but there were some highly talented “celebrity” type people in business I interviewed for it, that I couldn’t use, and wound up on the cutting room floor.

Why couldn’t I use them?

Because they were boring interviews.

Being boring is the #1 sin in marketing, that’ll send your business and sales right into the fiery abyss.

And, this especially true when it comes to interviews.

In their cases, these were truly brilliant blokes at what they do, but get them on the phone, and all they can do is answer “yes” or “no”, and it was like pulling teeth to get anything usable from them.

The point?

Two points, actually:

1. It’s one reason why, in the rare cases where I interview someone, I pick that person first based on their entertainment factor, and second on their knowledge factor. The best people to interview for products, on podcasts, etc tend to be people who are naturally (or have learned it) entertaining.

2. This is especially important if you plan to do use podcasts to build your email list. I’ve been sounding like a broken record promoting the upcoming March “Email Players” issue, and I shall continue with this:

Getting on podcasts can be extremely effective for list-building.

Many of my best customers come from them.

But, the only reason they do is because I am very conscious about not boring the audience, not boring the host, and essentially hamming it up whenever the opportunity arises.

Enter the March “Email Players” issue.

I don’t care how boring you are now.

Nor do I care if you have the personality of a toad.

If you turn to pages 8-9, I will show you exactly how you — regardless of your personality — can make sure you not only don’t bore people when interviewed on podcasts, but significantly “rev up” the chances of listeners wanting to go to your site, opt-in, and, yes, buy from you.

I am far from a natural at this.

In fact, my very first podcast interview was an utter embarrassment.

So was my first radio appearance.

(Both were 13 years ago)


I simply follow the very short, and easy-t0-implement instructions on pages 8-9 of the March issue whenever interviewed and it’s simply never an issue anymore, nor has it been. I almost always get a nice batch of new leads from most any show now, even the smaller ones, and it’s because of this simple advice anyone can follow and learn.

Anyway, so that’s one of many things in the March issue.

The deadline is creeping up to get it.

Here’s the link:

Ben Settle

Filed under: List Building

Last month She-Who-Designs elBenbo’s book covers Kia Arian wrote an email to her list about something Lady Gaga said in the news.

Specifically, it was about Lady Gaga referring to herself as a Christian woman.

And, even more specifically, a GOOD Christian woman.

I found it a bit amusing, personally.

But, for now, the lesson Kia taught is what was important:

Lady Gaga was basically thrashing Vice President Pence, and because she was given a megaphone by the media, she was automatically (as Kia put it):

“Deemed authoritative enough to publish across national media.”

And, I will add:

Without needing to show any proof to back up her claims.

To the proles in the media audiences, she was instantly granted that all-coveted “podium effect” — which means, when you see someone at a podium talking, they are almost always automatically believed, no matter what horse shyt they may spout.

Such is the power of media publicity.

You don’t have to like it.

You don’t have to respect it.

Frankly, you don’t even have to believe it works — like the laws of physics, if you step off a cliff, you’re going to plunge to your death whether you “believe” you will or not.

But you know what?

You can tap into this power on a small scale online.

And, you can do it without having to be a celebrity.

Yes, my little droogie, you, too, can grant yourself this kind of believability and prestige when you are booked on a podcast, then that show’s host talks you up and edifies you to the audience that trusts them and likes them, and then start yapping away about whatever topic it is you are an expert at. (Or even not an expert about…)

Some podcast audiences are small.

Some are big.

And, some are huge.

But big, small, or huge — they all have audiences of some kind. And to those audiences, you will have a certain level of authority and influence.

What you do with those precious gifts is up to you.

The vast majority of people squander them.

They natter on about whatever, with no plan on how to answer questions so people can’t stop listening… with no plan on how to plug their URL at the end to build their lists… and no plan on the multiple ways each interview can be turned into both new opt-ins and new sales they would never get otherwise.

That’s where the March “Email Players” shows up on stage with its own mic.

It spends a lot of time showing how any business — big, small, or raw, wriggling newbie — can:

1. Get booked on all the podcasts you want (including big shows)

2. Behave so people are more likely to listen to you and connect with you and want to hear more from you

3. Monetize and grow your email list from each appearance

A lot of nonsense gets taught about podcasts.

Especially, from podcast ex-spurts.

(But isn’t that the case in about any industry, really?)

What I am showing is proven from field research from over 12 years of getting myself booked not just on podcasts, but also for-real broadcast radio shows, and using those appearances to sell my wares, and building my lists for multiple kinds of markets.

The deadline to get this issue is coming up fast.

To make sure you get this issue in time, subscribe here today:

Ben Settle

Filed under: Copywriting & Sales Letters

A few weeks ago, an “Email Players” subscriber asked…

“I received your Email Players Skhema book yesterday and have finished it today, ready to start writing my own daily emails. It was brilliant. My question is related to my client work…I’d like to know how you navigate writing for clients compared to writing for yourself. When writing for yourself I feel like it’s easier as you can write in your voice and use your own stories, without needing to get approval. Specifically: 1. When writing for clients, do you still encourage daily emails? 2. Do you collect a list of stories from them, or adapt your own to their voice?”

My righteous answers?

The answer to the first question is yes.

Daily emails work for every business I’ve heard of who uses direct response marketing (there may be many businesses I have not heard of…), and what works even better I am finding is multiple daily emails.

This horrifies the “less is better!” parrots.

But, the proof is in the doing…

And the answer to the second question?

It’s found on page 15 in the upcoming March “Email Players” issue.

On that page, I show you exactly how to write the kind of copy for clients that makes them love you and want to have your babies (figuratively speaking, obviously…) Every time I used the technique I reveal clients would often run the copy “as is”, never argue about it, never nag me with constant little changes or worry about their “brand” or the tone, or react to it other than with a big, sappy smile on their faces.


This can also work if you use it on yourself, too.

(Writing your own copy.)

Anyway, the deadline to get this issue approaches lickety split.

Here’s the link:

Ben Settle

Double Your Sales With Email

World Leader In Email Copywriting Education is Giving AwayTips For Doubling Sales With Email Right Now

Use the form below to open his daily email tips and a free digital copy of the prestigious $97/month “Email Players” newsletter…

  • Novelist
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  • Email Specialist

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