Ben Settle

Once upon a time, I was handed an opportunity to be on a rather large podcast, with a big audience — many of who would very likely have subscribed to my email list and ultimately bought something.

As a list-building tool, this would have been a great shot.

But, I the only thing that got shot was myself — in ye olde middle toe.

But, I also learned a big lesson from it, too.

Here’s what happened:

I was on a podcast kick to grow my list, and had spent a lot of time getting myself booked on various shows. Podcasts were then, and still are now, one of the best list-building methods I’ve ever used as far as lead *quality* goes, if admittedly not necessarily quantity — although big shows can result in many dozens, or even hundreds, of new people on your email list, in some cases.

Anyway, back to my mistake:

So I get on the phone with the bloke in charge of the show and he asks:

“What can you talk to my audience about?”

Keep in mind, this show got many dozens of people wanting to be on it because of how well it was ranked, at least at the time (this was back in 2015-ish). And so, they were in the position to “vet” their guests, and rightfully should have.

So what did I do?

I foolishly went into “pitch” mode, instead of selling mode.

“I can talk about ____“

“We just had a guest like that, what else?”

“What about ___”

“That won’t work either, I have a guest lined up to talk about that already.”

“Okay, how about ___”

“No can do, because that’s been done.”

And so on, and so forth.

Just pitch, pitch, pitch.

No, no, no.

It wasn’t the host’s fault, though, he was keen on having me on his show and sharing great knowledge with his audience. It was my fault I didn’t sell myself, and instead only pitched myself. And, all I was doing with all that pitching was selling him something he wasn’t buying.

It was a valuable lesson.

And, I immediately tweaked how I do these things, and have never had a problem getting on shows where they asked that sort of question since.

But, what was this “tweak” I made?

That, my little droogie, is for me to know and “Email Players” subscribers to find out.

That is, those subscribed by the February 28th deadline.

I show you this on page 11, and a lot of other tips, ideas, strategies, and methods I use to get (1) find and get booked on as many podcast as I want (2) turn those appearances into new leads, customers, and sales and (3) get even more “mileage” out of those appearances and podcast contacts, to put even more people on your righteous email list, more sales in your hot little piggy bank, and more smiles on that face of yours.

This issue also talks about endorsement mailings, too.

And, even how to get lots more response from webinars.

Here’s where to subscribe before the looming deadline:

www.EmailPlayers.com

Ben Settle

Back in my podcasting days, not a week went by, especially towards the end of the second podcast’s run, when I’d get multiple people trying to invite themselves on as guests each week — despite the fact I had a “no guest” format.

And, they did it with cold emails.

The vast majority were beyond weak, and went something like this:

Subject line: You should interview ___ on your podcast!

Hi Ben Settle!

My name is [WANNABE GURU’S ASSISTANT], and I’m reaching out today on behalf of [GURU], he’s a [CUE UP SOCIAL MEDIA CREDENTIALS] who has worked with [NAME OF VARIOUS GURUS AND GOO-ROOS — MOST OF WHO I NEVER HEARD OF].

And then it’d go into some hypey pitch about the would-be guest.

I can’t say for sure.

But, I suspect it’s an email template someone was selling about how to get on podcasts. Bad enough they are trying to get on a no-guest show in the first place (showing lack of research), but then to subject me to that drivel simply made absolutely sure I not only did not reply, but would probably never do business with the person again out of sheer principle.

But, not all were canned.

A few were more personal, and often delivered via Facebook messenger.

Like this one:

Hi Ben!

How are you?

I am a #1 best selling author, speaker and entrepreneur.

If you’re looking for people to interview on your podcast I’d be interested in having a chat.

I help people unlock and monetize their true message, allowing them to build location free online empires…

I do things differently, out of the box, and I break all the “rules”

Let me know if you’d like to chat!

This one was way better than the first one.

And, if I’d had an interview format, and wanted to know more about what they were teaching (I don’t even know what “unlock and monetize their true message” means, must be one of them there vague-generality woo-woo life coaching things), they’d have possibly gotten on.

At least, if they had a clearer message my audience cared about.

But the best way to get on?

The way not a single person ever tried?

But, that may possibly have worked even though I didn’t have a guest-format if they’d made a good enough pitch?

That, my little cream puff, is on page 7 in the March “Email Players” issue.

I’ve created a template for getting on podcasts using this way.

But “template” does not mean copy & paste.

It means using the structure, but filling the rest in with your unique peculiarities. You’ll also have to know how to write a good bullet point, too. And, take the time to research what a podcast is even looking for (or if they even have a guest-format in the first place).

In other words:

It’s not for the lazy or stupid.

It’s for people who want to build an email list.

Are willing to do the work required.

And, who are wise enough to follow instructions.

Being a guest on podcasts is easily the best, most reliable, and most profitable list-building method I use.

And the March issue shows you exactly how I do it.

(From getting on shows, to monetizing them.)

Here is the link to subscribe before the coming deadline:

www.EmailPlayers.com

Ben Settle

Recently, my woman was telling me about a time not all that long ago when a producer of some kind of TV show tried to get her to be on it.

It was a show about business women, I think.

And, it was supposed to be some kind of reality show.

Plus, it was set to have a big audience, be seen on multiple outlets, and could bring the people on the show potentially a lot of leads, fame, money, whatever.

Then she let the hammer drop:

“Yeah, it sounds great… except they want us to pay $10k to be on it.”

Needless to say, it wasn’t an option for her.

And, last I heard, the thing never got off the ground — with probably, I would guess, more than a few chumps who bought into the promise losing out on the $10k or whatever it cost to be on the show.

Which brings me to the point:

I have noticed a small, but rising, number of podcasts and online summit hosts trying to get away with the same thing. They will put you on their show seen by everyone in the country or whatever. (They never have exact numbers that can be verified, I have noticed…) But, you have to reach into your sweating little pot-bellied piggy bank and fork over a bunch of money for the privilege.

You can do whatever you want.

But in my opinion, if you’re going to pay for it, you might as well do it right and try to buy infomerical time on a radio show or podcast, instead.

At least then you get some accountability.

But besides that, that is not how the game is played.

The whole point is you go on a show and share your valuable knowledge with that show’s audience, and they let you plug your product/site, whatever it is.

This is publicity 101.

But, like copywriting and marketing and lead gen, people foolishly think the laws of direct response magically change on the internet.

Bottom line?

Don’t whore yourself out to podcasts.

Let them pay you — i.e. have you on the share valuable info and plug your business.

It’s some of the best free “advertising” you can ever get.

And, can generate some of the best leads you ever get, too.

Speaking of which:

The March “Email Players” issue talks a lot about how to grow your email list with potentially many ready-to-get-started buyers by getting booked on podcasts. I’m talking about free podcasts nobody is going to ask you to pay to be on. But, that you can get paid quite a bit to appear on, if you follow my sneaky ways for monetizing podcast appearances to get more opt-ins and more sales.

It goes to the printer next week.

To subscribe in time, go here:

www.EmailPlayers.com

Ben Settle

Last Fall during the Q&A part of the talk I gave at the great Brian Kurtz’s Master Class, the subject of list-building came up.

And, so, Brian and I talked a bit about it.

And, one thing we both agree was great (if not underrated) was…

Podcast interviews.

And, it was interesting how Brian and I shared the exact same philosophy of:

“Never turn down an interview”

I first learned this from the great Paul Hartunian.

And it means it doesn’t matter if it’s a small, start-up, a medium sized show, a giant show, a low tech show, a high tech show, a show with a great host or with an incompetent host… none of that matters.

Why?

Because you simply don’t know what you’re going to get.

I’ve gotten lots and lots of not just leads but buyers from small shows with a trickle of downloads, and barely anything from giant shows with over 100k downloads. I’ve been on big name podcaster shows and gotten nary a sale, while hopped on a newbie podcaster’s show and have traced dozens of cash-in-the-bank sales from it.

You simply never know until you do it.

Plus, you don’t know how big a show is going to get later.

I’ve been on start-up shows hosted by newbies bumbling and nervously fighting their way through the show (with me gently helping them along the way… I got their backs…) that ended up being big a few years later, with my interviews being listened to and downloaded by people who go out of their way to say, “I heard you on that ___ show…” after they bought. On the other hand, I’ve been on podcast guru shows, with tens of thousands of listeners and downloads with seasoned interviewers with smooth voices, only to get a small handful of leads (but still usually some sales, so it’s all good).

More:

The small shows are good for honing your podcast game, too.

When I get on a dinky show, I sometimes practice certain stories, or calls to action, or showing different aspects of myself I wouldn’t normally.

To paraphrase a wise person:

There are no small podcast shows, only small interviewees.

And that’s where my March “Email Players” issue comes in to save the day.

It shows you everything I use myself to (1) get booked solid on as many podcast shows as I want (big, small, or in between) and (2) keep the audience and host interested and listening to you the whole way and (3) monetize those interviews via getting as many listeners as possible on your list, and some other little tricks I know for monetizing and getting more mileage out of interviews.

Best part?

It works just as well for newer marketers as seasoned pros.

In fact, I daresay it works even better for newer ones, because you’ll know how to use these podcasts to not be “new” or be without a list to sell to for very long.

The deadline to get the March issue is coming up fast.

Go here to subscribe in time, while you still can:

www.EmailPlayers.com

Ben Settle

P.S. The only exceptions I make to the “never turn down an interview” rule is if a podcaster doesn’t have their shyt together with no calendar ready, making a lot of small talk, and back and forth, insisting I mail my list about the interview on their site (that’s not how the game is played), etc.

This is important.

Why?

Because if you use my method in the March issue, you could very well end up inundated with so many podcast interview requests, you’ll be forced to start turning some down if they even come close to wasting your time. Time is valuable. And, I don’t recommend wasting on people who don’t respect it.

In my completely biased opinion:

This month’s February “Email Players” issue (which is no longer available to anyone, at any price) contained my all time favorite, but ultimately second-best (as far as overall results), list-building method I’ve ever used to get lots of hot, often eager-to-go leads on my greasy little email list. It was also a big hit with the Email Players. And, I’ve already seen some smart blokes putting it into play.

But why do I call it the second best?

Because my #1 method is quite different.

A method that is the opposite of secksy and exciting, and while not necessarily my “favorite” (it’s usually a bit slow), it has put more people on my list than any other method over time. It has also generated the most paying customers, speaking invitations, JV opportunities, etc, too.

(By my guesstimate, at least.)

Plus, like the method I talked about in the February issue, it can be used by anyone — newbie or seasoned marketing pro — in most any market, while also letting you “siphon” away leads generated by other people (at their expense) they got from paid advertising, such as Facebook, Google, etc, without anyone caring, much less knowing, or getting mad even if they know you are doing it.

What is this method?

Podcasts.

But, I am not talking about running your own podcast.

I’m talking about using my wily ways to get booked on as many podcasts as you want, including on big shows with big audiences (yes, even if you are a relative “unknown” in some cases), and turning those audiences into loyal opt-ins, customers, and buyers for years and decades to come.

And if you think you there aren’t big audiences waiting to hear from you, think again, Chuckles.

Next week I am scheduled to be on a show that reaches some 12 million listeners in 190 countries.

(Think that might generate a lead or two?)

And not a week goes by when I don’t hear from someone:

“I heard you on XYZ podcast… joined your list, and bought…”

These leads are some of the highest quality you can get, too. Imagine someone tuning into a podcast, being “edified” by the host they trust, and hearing you talk about the problems your business solves for 20, 30, 45, even 60 minutes straight… then go to your site… and opt-in.

Well, guess what?

That is one helluva valuable lead.

A lead that has invested in you — intellectually, emotionally, and temporally. That lead is already pre-sold. And even if they don’t (or can’t) buy from you now, if you stick with them long enough (i.e. mail them daily using my Lucky Ways), you will very likely get them eventually.

And guess what?

I teach my entire methodology for getting booked on as many podcasts as you want, to grow your list, rapidly build your brand, and give yourself “celebrity-appeal” (the benefits are endless), in next month’s March “Email Players” issue. And if you do exactly as I lay out in this next issue (which goes to the printer in less than a week), you can practically manufacture more “luck” building a list than if your computer was a giant four leaf clover.

I show you exactly how to find the best shows that will want you on.

Exactly how to contact them and not sound needy or annoying like everyone else cold pitching them.

(Including a tried-but-true email template I have used many times)

And, what to do while you are on shows to get the maximum number of leads, coming to your site, and already pre-sold on you, ready to gobble up your wares in many cases.

I’ve used this info to get on both podcasts and broadcast radio.

(Although I think podcasts are far more profitable usually.)

And, I teach it in depth in the March issue.

Here’s where to subscribe before the deadline, while you still can:

www.EmailPlayers.com

Ben Settle

A reader asks:

By the way, quick question:

Who’s your mentor?

Just curious. Some said it’s Matt Furey, some said you’re Gary Bencivenga’s prodigy…

I’ve never had a one-on-one mentor, coach, or anyone like that.

And I’ve never been anyone’s prodigy, either.

For the past 20 years, I’ve learned from many different business, marketing, copywriting, and persuasion minds — only 2 or 3 I’ve met in person. Call them “virtual mentors” if’n it pleases you. And, I even did a podcast series about this last Summer about my “Mount Rushmore” of influences. But, all of my learning and training has been “virtual” — via info products, and not personal coaching, consulting, seminars, workshops, or events which I never attend unless I am speaking/training there.

And even those I am starting to turn down more and more.

Especially since plane travel is becoming intolerable to the point where I find airports only slightly less depressing than casinos.

That said, some of the great men of business & marketing who’ve influenced me most include:

• Matt Furey
• Gary Bencivenga
• Gary Halbert
• Ken McCarthy
• Dan Kennedy
• Jim Camp
• Brian Kurtz
• Earl Nightingale
• Gene Schwartz
• Sean D’Souza
• Clayton Makepeace
• John Carlton
• Bruce Barton
• Stan Lee
• Paul Hartunian
• Stan Billue
• Barry Maher
• Jim Straw

I probably am missing a few, in fact, I know I am.

(Writing this fast…)

But, basically, it’s all the people who have most changed, enhanced, or given me the most dramatic options for thinking differently that resulted in the most impact. I suggest Googling all of them and learning all you can from them.

It’s a rabbit hole that will last you decades.

And, I daresay, pay you for decades, too.

Certainly has for Yours Reclusive…

All right, onwards to the fun stuff:

To check out my “Email Players” newsletter — scoot on over to:

www.EmailPlayers.com

Ben Settle

P.S. Whenever I write emails like this, people will ask for specific books/programs/products… and the answer is to curate. Curating your content (as well as curating your customers, friends, JV partners, etc) is a powerful attribute to hone, strengthen, and sharpen, and if you want to develop that attribute, here’s a great chance for you to do just that by doing your own research…

The video at the link below contains no sales pitch (ironically…), but it will show you how shunning using them is not only foolish, but hurts your market, customers, and prospects, too.

Here you be…

True story:

I stopped doing freelance copywriting work back in the Summer of 2011. I hated doing client work then, and the thought of doing client work today still gives me heartburn (I prefer to be my own client).

But, a few years ago, I made an exception.

I won’t bother with the details on why.

But, I made the exception and, because I hate doing client work so much, I banged the entire long form sales letter out in about 48 hours from stem to stern. At the time, the ad (still running today) nabbed the client almost $2k in sales for every $150 he spent when he tested it.

I know this because he sent me a voicemail about it.

Anyway, that ad had a lot going for it outside of me.

Like a rabid market.

A highly credible and ever-growing brand.

Leads looking to spend money.

A super high quality product that changes lives.

And, the list goes on.

But, still, those numbers ain’t too shabby.

And, one of the reasons why it did so well was because of a single question I asked the client. A question it took him all of 2 seconds to answer, and took me all of 5 seconds to write down, and then turn his words (more or less) into the headline. In other words, I did not have to write out 100 headlines like a lot of copywriters do. I did not sit there and have to trick my subconscious mind to slip me the headline, either. Nor did I even give it more than a moment’s thought. Yet, that headline worked on ice-cold traffic, and is presumably still working today.

What was this question?

And, can you ask the same question to help write your own headlines?

The answer to the second question is, yes, you can.

But the answer to the first question is on page 2 of the bonus “Ravings Of An Adman” insert inside the February “Email Players” issue.

The main issue is all about building a list.

This bonus insert is all about market research.

Together, this is, in many ways, one of the single most valuable issues I’ve written to date for those wise enough to apply the info and not nod, file it away, and then ask what else do I got. Or, even worse, pretend they already know it, but never actually do it and consider it beneath them.

Those types should go haunt someone else.

More:

I’m sending it to the printer shortly.

After that, it will be too late to get it.

And, the only other way to get what I am teaching (exactly how I am teaching it, I don’t know of anyone who does it the way I do it) is by getting a much more expensive product I will be creating some day on the subject.

Ain’t no time for dilly dally.

If you want it, here it is, come and get it, while you still can:

www.EmailPlayers.com

Ben Settle

A reader asks the magic list building question:

Hi Ben,

This prob will sound like I’m an idiot when I ask you this.

How do you build a list without the visibility of social media ?

Just to clarify my background, I am about to turn 51, and I’ve been a pharmacist for 30 years. I’m burned out and have been following you for about 2 months. I was trying to figure out how to build a list by using social media, and now this advice

You told me recently not to sign up for email players til I had an offer. I still got nothing.

Props for your Villians book. Have actually been giving some “life” advice to my 21 year old son based on some of your observations.

You can still build a list using social media.

I just don’t mess with it anymore.

Mainly because of its incessant thought-policing, politically-motivated de-platforming, blatant privacy abuse, and their data-sharing/leaking schemes… plus there have been many unintended marketing benefits I wasn’t expecting such as the massive increase in productivity, clarity of thinking, freed up time, less accessibility (which has resulted in more demand for my attention i.e. buying what I sell, a nice side benefit…), etc. But I would never say not to use paid social media ads if you want to use them. I have used paid ads from Facebook, Twitter, and Google to build my list in the past. And, I have gotten many leads doing so. And while you can scale those leads, the quality paled in comparison to the leads I get now. Plus, I don’t have to follow all these sites’ goofy ever-changing rules, either.

The trade off is, I don’t get as many leads.

But, since I’m a 4 quarters vs 100 pennies kinda guy, that suits me just fine.

Plus, it’s rare for a long-term customer to have found me via a Facebook or Google ad. Almost all come from referral-based leads. And, I can “siphon” away the best quality leads from the above platforms, free, now.

How?

By using a couple ways I talked a little bit about in the December “Email Players” issue, one of which I am “zooming in” on in depth, with an example of how it’s done, in the upcoming February issue.

But, a word of warning:

This method can help someone build a list from scratch.

And, the leads will very likely be high quality.

Certainly higher quality than random social media leads.

But, it takes time and it takes patience. And, I don’t recommend someone who has no list or presence in their chosen market subscribe thinking this is going to be the magic list building method that liberates them from the 9-5 world.

It’s a tool for the toolbox.

And, you can’t build a house with just one tool…

The deadline to get this issue is later today.

(When I send the list to the printer)

After that, I’m disabling it in the shopping cart so nobody can subscribe until next month, when it will be way too late to get it.

Here’s the link:

http://www.EmailPlayers.com

Ben Settle