Ben Settle

About 18 years ago — give or take a month — when I first tumbled into the rabbit hole of direct response marketing and copywriting, I somehow stumbled into a secret Yahoo! group I somehow found full of A-list marketers & copywriters & other assorted multi-million dollar business owners & gurus whose names you’d instantly recognize and who you’ve probably bought lots of stuff from over the years since.

Surprisingly, that group never grew past 500 people.

And, even more surprisingly, it remained virtually a secret for 19 years.

I remember printing reams of pages of stuff they talked about in there and studying it like a NYT reporter studying Trump’s tax returns. Whenever someone like John Carlton started riffing about something off the cuff about writing sales copy, or Perry Marshall dropped some valuable intel about PPC, or when I saw the great Paul Hartunian debate another guy in there about direct mail vs the internet… it was more valuable than anything I was reading in the paid books & courses I had.

Anyway, here’s the point of all this meandering:

A couple nights ago, I heard Yahoo is shutting all their groups down.

And, it got me to thinking about some of the takeaways that stuck in my psyche all these years.

Like, for example:

1. The great John Carlton saying how in all his years of mauling the English language, he’d never lost a single known sale because of a typo. And, in fact, he’d had entire pages missing from promotions that still made bank because what really matters is the story and salesmanship.

Admittedly, I’ve had nothing but contempt for towards Spelling Nazis since…

2. The great Paul Hartunian talking about how the “technology” of direct mail never changes.

Stamp, envelope, mailbox.

This is something probably only 5 or 6 people reading this email will care about much less understand. But I can say it was, without a doubt, one of the most valuable insights I’ve ever seen, and is responsible, in many ways, for the kind of business I’ve built.

3. The great Phil Alexander deconstructing Dan Kennedy’s original (and I believe superior) NO BS Time Management book, and showing — page by page — all the ways Dan combined content with promotion in such a masterful way, you are buying his other offers without even realizing you’re being sold to.

To say that had an effect on how I write emails & books’d be a Trump-ego sized understatement.

More:

I am the first to proclaim free is the new expensive.

And how free is rarely valued.

But, in this case, the opposite was true.

Maybe that’s why everyone basically kept it a secret all those years…?

Whatever the case, don’t ask me how to join it or whatever.

That ship has sailed, Chuckles.

But, it’s not too late to realize the really valuable stuff ain’t on Facebook or Twitter or social media by secret gurus pounding their chests about how great they think they are. If you get all your info there, you’re doing your studying in the wrong library. The really powerful stuff is more likely to be found in dusty old barely-functioning forums, populated by old school marketing masters 20+ years ago writing off-the-cuff with no agenda to sell anything, when the internet was still in its diapers.

I reckon there are still a few of them out there somewhere.

And if/when you find them, don’t take them for granted.

You never know when the platform hosting them will disappear.

Along with 19+ years of posts…

All right, enough of this.

Let’s get on to the business:

Of the 3 insights above, the 3rd one about combining content with promotion in a way that people enjoy consuming is the most valuable I’ve used as far as email, content creation, and sales copy goes. Frankly, it’s the backbone of everything I do up in this business. It’s what can let you stand out in the inbox, get read before everyone else, and make you more sales than everyone else. It’s a skill you can also apply to any other kind of persuasive communication, too—including social media, videos, podcasts, sales copy, blog posts, articles, books, public speaking, and anything else. It’s also a thread of teaching that runs — “between the lines” — through the past 99 “Email Players” newsletter issues I’ve published (the Nov issue is the milestone 100th issue…) and the “Email Players Skh?ma Book” (that comes with your “Email Players” subscription). It’s the one thing that can let you both sell and build the relationship with your list simultaneously—saving you from months and years of low sales, dealing with low class leads, and constantly wondering why the best buyers are fleeing from you instead of buying from you.

If you want this skill, then my “Email Players” newsletter can give it to you.

It’s not something you learn today and get rich with by next week.

Nor is it seckys or “ninja” or bright shiny object-y, either.

But it is a learnable skill.

That is, if you have the patience, the character, and ambition to do so.

If you do, then you can learn it here:

www.EmailPlayers.com

Ben Settle

Over the past year I’ve been getting probably 1-2 emails per month haunting my junk mail folder from broken-English speaking spammers trying to “sextort” me into sending them Bitcoin in exchange for not telling all my contacts about some videos I didn’t watch.

i.e. what computer security ex-spurts call “sextortion.”

The scam goes like this:

1. You get an email from someone saying they know your password — specifically, an old password you used 10+ years ago with Yahoo or some other big company whose data was recently hacked

2. The secks-torter says they put some virus on your computer when you visited a site they don’t name, just that it was some pourno site they say they recorded you watching

3. They also use your first name in the email to make it sound even more menacing and urgent, plus put the old password in the subject line

4. They say they will leak the video of you watching pourno to your contacts

5. But, they will be kind enough to delete the video if you send them some bitcoin

The first time I got this, I couldn’t help but think:

“I bet this actually works on some people…”

Turns out it does, according to the computer security ex-spurts.

In fact, this sextortion shtick is such a thing now, even the hit show Black Mirror did an episode about it. And, I hear-tell that was one of the more popular episodes. I also would not be surprised if that episode did more to “sell” anti-virus and anti-malware software than any ad or sales pitch run by these companies ever did.

And you know what?

There is an extremely powerful selling method at work with this.

A method best illustrated by a famous life insurance salesman who said:

“You have to make them see the hearse pulled up to the curb side…”

And so it goes…

To learn my non-extortionary email ways, go here:

www.EmailPlayers.com

Ben Settle

One of my favorite documentaries is about the late brilliant actor Steve McQueen, which, while not a “business” or “marketing” or “copywriting” or “email” training… has many embedded lessons on business, marketing, copywriting, and email.

Here’s what I mean:

When Steve McQueen was hired to play the lead in the TV show “Wanted: Dead or Alive”, he was notorious for demanding everything from the stunt men (he fired a stunt man on his first day, even though he didn’t have the authority to do it…) to the scripts were nothing short of the best they could be, and didn’t insult the viewer’s intelligence or come off as fake.

For example:

There was an instance where his character was supposed to fight 5 guys at a time and kick their arses.

Steve’s response?

No, that’s not realistic.

As someone who grew up on the streets, and had been in many actual fights, he knew how fake that was.

His solution?

He made the script writers change it so that his character snuck up on each of the villains, one at a time and isolated, and take them out that way. The result of these kinds of changes was a night and day difference, and a much more dramatic, yet realistic, show that was one of the most popular shows on TV.

That’s the power of being real with your audience.

With not insulting their intelligence.

With giving them a good time, but without making idiotically outrageous claims.

Bring reality to your email copy and watch your sales soar.

More lovin’ right here:

www.EmailPlayers.com

Ben Settle

One of my favorite classic movies is:

“Citizen Kane”

It starred Orson Welles.

And, was about the life and legacy of a powerful newspaper publisher.

Why is this important to you?

Why should you care?

Patience!

We’ll get to that.

But first, check this out:

(WARNING HUGE MOVIE SPOILERS)

The movie starts with Charles Foster Kane dying, with his last word being “Rosebud” — and the entire movie is this sort of question of what “Rosebud” is. Turns out it was simply the trade name of a cheap little sled on which Kane was playing on the day he was taken away from his home and his mother as a child.

Welles revealed in an interview:

“In his subconscious it represented the simplicity, the comfort, above all the lack of responsibility in his home, and also it stood for his mother’s love which Kane never lost.”

The point?

We all have our rosebud.

And recently I was reminded of mine while talking to my mom about some of the shi– I mean stuff — I left in her attic over the years.

Specifically:

My extensive comic book collection.

I spent years curating it, and hundreds of hours reading through them, while rudely ignoring everyone around me. And they represent a part of my innocent childhood.

A time before I had any responsibility.

Or real problems.

Or, cares about what goes on in the world.

But, they’re more than that:

I can also trace my entire direct marketing career to those hours of mindlessly reading through the same stories — admiring the writing, artwork, and creativity that went into them.

They shaped my mind.

Molded any smidgen of inborn creativity.

And, even today, I catch myself “swiping” ideas from comics I read 20 years ago… in my emails today. Snippets I have no conscious memory of. But, that are floating around in my subconscious — ready to be used at a moment’s notice.

Those comics are my biggest inspiration.

My “rosebud” if you will.

When I wheez out my last breath I’ll probably even say:

“Make mine Marvel…”

All of which brings me to the point:

What is YOUR rosebud?

Think long and hard about it, Chuckles.

Then crawl back into that time in your mind when it was in your life, tap into those memories and emotions… relive them, and try to figure out what it was about that object and time that shaped who you are today. Chances are it will inspire you. Give you focus. And, a whole new outlook on your business.

Even better:

It will make great “fodder” to talk about in emails.

Kind of like this email is.

Very simple.

Speaking of emails…

Check out the “Email Players” newsletter here:

www.EmailPlayers.com

Ben Settle

I once read a rant from a guy online who was lamenting on a message board about how he bought some goo-roo’s super expensive “how to get rich online” product, was handed a pile of regurgitated garbage, and can’t get his money back.

He also said it wasn’t the first time this has happened.

That he’s been “conned” before.

And, he was “tired of the half-truthes and hype!”

Then a chorus of others joined in.

Each with their own sob story.

Each one saying how they’ll never trust another goo-roo again, didn’t see it coming, were lied to, they’re all the same, etc.

My first reaction?

Well, I don’t wish bad things on these guys. But, when they cry about how they were burned **multiple** times buying from the exact same kind of overhyped nonsensical ads (they know going in are BS, but buy anyway) with blind claims and no credibility whatsoever… they’re pretending to be innocent victims… instead of willing victims.

There’s a big difference between the two.

And the willing ones are often the ones who cry the loudest, even though it’s their fault.

I mean, let’s be honest:

Just because a goo-roo is offering you candy doesn’t mean you have to hop into the back of his windowless van.

Anyway, just something to think about.

More goodness and sunshine here:

www.EmailPlayers.com

Ben Settle

Couple years ago, on a podcast, I was asked about what’s working especially good now for my sales copy and emails these days?

I had several answers for this.

One was this idea of not trying to swim upstream, always trying to out-ninja people with tactics and persuasion choke holds, beating someone into submission with lame mental game tricks just to get a sale.

And, instead, go the opposite way.

With less energy and effort.

I illustrated my point with the movie “Babe”.

Babe (if you never saw it) is about a pig who becomes the world’s best sheep herder. While the sheep dogs threaten, bite, and yell at the sheep to bend them to their will (taking a lot of time and energy, and coming home exhausted)… Babe simply asks the sheep politely if they will go move to the other fence or into the back of the truck or whatever.

The sheep end up loving Babe.

They do his bidding without any resistance whatsoever

And, they are even *happy* to do it.

So it is with email, copywriting, marketing, and all persuasion.

It’s like A-list copywriter Doug D’Anna told me:

(Paraphrased)

“If I walk into your house
I can get your dog who loves you
to jump out of your lap to come to me,
a complete stranger she’s never met.
Want to know how?
Simply by holding up her favorite dog cookie.”

Anyway, some cud to chew on, Pork chop.

On a (somewhat) related note:

One thing people have trouble with is getting price out of the way — whether selling one-on-one or via copy of some sort. And, are always playing Twister with facts and trying to change the subject whenever price comes up.

Well, guess what?

When you email using my oftentimes uncouth ways, you won’t have to do that.

You won’t t have to use any lame tricks.

And, you won’t have to posture and pretend to be someone you’re not.

(Just the opposite.)

“Email Players” subscription info here:

www.EmailPlayers.com

Ben Settle

Once upon a time, a blond chick I knew admitted something amusing to me.

She said she’s not a natural blonde but will always keep her hair dyed blonde because being a blonde has made her life a lot easier. Ever since going blonde everyone treats her differently. Men (i.e. mouth breathers) put her on a pedestal and do whatever she asks… cops don’t give her tickets… she gets better service at restaurants and stores… more attention on flakebook… and a whole host of other “perks” she never got before she dyed her hair blonde.

All this and:

1. She didn’t make any changes to her personality
2. Gets what she wants from people with far less effort
3. Gets help from people she wouldn’t get otherwise

These are the facts.

And, they apply to many a blonde I know.

(It ain’t just an isolated incident — and yes, I know there are exceptions, so context…)

The point?

Blond privilege?

Why, yes.

And to not use it would be even more foolish than the blonde who tip-toes past medicine cabinets so she doesn’t wake up the sleeping pills. In fact, if you have (or can grant yourself one) an asset or advantage in life (a… a… oh nos!) *privilege*, use it. Don’t hide it, feel guilty about it, or cage it up to appease people spending their lives consumed by envy or guilt while giving everyone the evil eye. To do so would be like the blonde who put her computer in the microwave after it froze up on her.

Awright, enough.

On to the business:

If you want to give yourself some solid privilege in the business world, making sales just by banging out simple, fun-to-write emails, get that righteous self of yours over to the URL below.

It can grant your business all kinds of privilege, baby.

And lots of it…

Here’s the link:

www.EmailPlayers.com

Ben Settle

Recently, the great Russell Brunson asked if I’d speak at his next Funnel Hacking Live event.

Specifically:

Teaching his fans my unrepentantly simple & anti-complex funnel slacking ways.

Of course, I said yes.

Even going so far as to break my year long, self-imposed (and loving every minute of it) “if I can’t drive there, I don’t go there” travel moratorium. After all, I’ve been a big fan of Russell’s for well over a decade now. And, in fact, one of the highlights of my business career was when, about 5 years ago, he came to one of our Oceans 4 Mastermind’s in Vegas and, at dinner told me two things:

1. He couldn’t stand me at first, but I grew on him over time…

2. Meeting Yours Crotchety was the main reason he wanted to attend the mastermind

Look, I realize most reading this couldn’t care less.

But, here we are…

Down to business:

Next month’s November “Email Players” issue is the milestone 100th issue – and is extra long, extra valuable, and, yes, extra profitable.

Here is the link:

www.EmailPlayers.com

Ben Settle

I’m going to miss it when the current “outrage culture” we live in goes away after the next big economic crash happens, and people go back into survival mode instead of today’s current weak “what can I be offended by on someone else’s behalf today?” mode.

Case in point:

A couple months ago I wrote an email mentioning my woman and her multiple businesses.

To which a gloriously overachieving feminist retorted with:

“My woman”?

Yikes. Unsubscribe.

Of course, I showed it to my woman as I graciously allowed her to hand feed me grapes off the vine.

Her reply?

“I love that you’re describing me as a multiple business owner but she’s still offended. Yikes.”

Here’s another beauty in one of my Villains book reviews:

“I recommend this book to any patriarchal old timers. The frequency and way that Settle speaks of women is pretty telling of his character. You can be a “villian” without speaking of and viewing women in this manner. I have a pretty good idea what kind of women are flocking to him.”

I must hand it to this amazing white knight:

In just 52 words he managed to insult a horde of women readers who love those books.

The irony writes itself…

Yes indeed I shalt miss all this outrage and virtue signaling.

Until then?

I’ll keep writing periodic emails making fun of it.

Doing so curates those I don’t want on my list (like the dorky chick above complaining about calling my woman my woman…) and also gives me something to write about nobody else in my immediate market/niche is.

I doubt this adds to your life at all.

But, who knows?

Maybe someone is getting behind on their angry pushups and needed to hear it…

For everyone else:

Here’s where to subscribe to my “Email Players” newsletter:

www.EmailPlayers.com

Ben Settle