Ben Settle

Over the last several months I’ve been making some sweeping changes in my business.

Some obvious.

Others not-at-all obvious, that I write about in the upcoming April “Email Players” issue.

One of these changes is, I’ve been in the process of converting all my audio/video products to high-priced print books — with no digital component (PDF, audio, video, etc). Yes, I know this annoys a few people. And that’s perfectly okay with me if they are annoyed, I don’t hold their annoyance against them. In fact, one such annoyed person even said since I don’t offer my Copy Troll book in PDF, so the text can be enlarged, I am “discriminating” against my customers with vision impairment.

In reality, I’m not unsympathetic to his plight.

However, my business model is what it is for a reason.

Thus, people can choose to buy or not, but if I wanted to write my books in morse code, and only deliver them via a FAX plucked off the machine by an undead raven from Westeros I would, if it made sense for my goals and business plans.

Which brings me to something I heard the great Dan Kennedy once say:

“Build your business to suit your preferences.”

There are many (many) people who have created businesses who are miserable precisely because they tried to be all things to all people. Like, for example, introverted shut-ins who think they have to do Facebook livestreams and manage and interact with a Facebook group or on social media all day. Or people who love digital products who think they have to do print products, or people who love to write who think they have to do video or audio. Or people who would rather have their blood sucked out by leeches than talk to groups of people but who thing they have to do group coaching. Or people who go stark raving mad when alone for too long but who work from home away from people… and so on and so forth.

In my case, I despise digital products, for a plethora of reasons.

And, thus, I do print.

Anyway, do with this info what you will.

But there’s a lot of power in running your operation to suit your preferences.

Especially if you want to enjoy being in business, and not feel trapped by it.

Also, speaking of Dan Kennedy:

The April “Email Players” issue is all about something I heard him say 18 months ago that radically changed everything I do, has radically changed the number of sales my business gets, and, I believe, can radically do the same thing for your business, too.

It takes some guts to implement.

It also takes creative problem solving, too.

It’ll also very likely get you spurned, mocked, maybe even laughed at, and is not something you just see how I do it and blindly apply to your business. It takes deep thought, deep marketplace analysis, and a deep desire to see big changes in your business and not small changes.

To subscribe in time to get this issue, go here:

www.EmailPlayers.com

Ben Settle

One of the most valuable lessons I ever learned was something the great Dan Kennedy said his most successful multi-millionaire clients do, but virtually nobody else he’s ever seen in business does, or are willing to do.

Something there is a lot of psychological “resistance” to doing.

And, in some ways, horrifies certain people at the very thought of it.

But those few super successful clients who do it?

Mr. Kennedy says they not only do this potentially horrifying thing, but take an almost twisted delight in it.

Anyway, I first learned of this about 18 months ago.

And, have rapidly been implementing it ever since.

The result?

Since doing what Mr. Kennedy commanded, I can tell you my business has grown like crazy, my sales have grown like crazy, and my brand (as well as my list of envious trolls and pissed off competitors) is growing like crazy. In fact, the first year I started doing it (2017) was my first 7-figure year in gross (not net) sales, which I believe had a lot to do with following this “gruesome” advice. And, while I was already doing some of it before (it fits my personality quite snuggly, which made it way more exciting than frightening to do, your mileage will almost certainly vary…) when I embraced it — even as it’s gotten me laughed at, scoffed at, and even yelled at (on paper) by certain people — my business has only been growing faster and more rapidly in the past 18 months than it has in the past 18 years.

It’s also something, incidentally, the late, great Earl Nightingale did, too.

And, I *think* it can work the same kind of miraculous results for my Horde, as well.

That is, those with the guts to do it.

(And no, it’s not being “controversial!” or anything like that, it’s way more encompassing.)

Anyway, here’s why I bring this all up:

After 18 solid months of implementing this concept, I have decided to dedicate an entire issue of “Email Players” to it. Not only how I am implementing it, but how I’ve also done so (without realizing it, and completely on accident ironically) with the most successful clients I worked with back in my client days.

But, a word of warning:

I wrote this issue as a “beacon” to guide you, and not a business plan.

I say that because the copycat nature of the internet marketing world seems to turn people into drooling zombies incapable of creative problem solving or independent thought. And, if that’s you (and be honest with yourself if it is… it’s perfectly okay, most people are better off being shallow-minded followers) doing exactly what I do will very likely destroy your sales.

That’s the grim news.

The un-grim news, though, is this:

If you take the *concept* and apply it to your unique business, your unique personality, and your unique goals… I believe it can change everything you ever thought about business, and take you to new heights of success most business owners can only dream of.

Something else:

Of course, like all the truly life-changing information in the world… small thinking, opportunity-minded types will be very disappointed in this issue. These types (i.e. people who look at the newsletter as a one-time expense they can profit from in the short term, and not a long term investment that builds on itself each month) who are at the mercy of their emotions and tempted to subscribe right now to just get this one issue should realize they will get zero value from it, simply won’t have the mentality to use the info properly, and will be wasting their money. Which means they will then be tempted to whine to me about it, probably. On the other hand, bigger thinking types who aren’t afraid of being laughed at, spurned, and mocked in their industry/profession/niche… who have the character to stick with a decision long after the excitement of the moment has passed… and who think, plan, and execute ideas with a big picture world view… will, I believe, find it changes everything for them.

And, changes things quite rapidly for their businesses, to boot.

A tall order?

Well, you can be the judge after reading and using the information.

That is, if you subscribe before the looming deadline when I send it to the printer.

After that, it will be forever too late.

In fact, even if I decide to sell back issues again some day, I will very likely omit this issue from the list, as it gives an intimate glimpse into how I think, work, and build my business I prefer to keep as exclusive as possible after this issue goes to print.

All right, enough.

If you want to learn what’s in the April issue, here’s the link to subscribe while there’s still time:

www.EmailPlayers.com

Ben Settle

Let’s play a game.

I don’t know either of the two gentlemen below from Eve. But try to guess which one you think is going to ultimately be the more successful one… and which has cursed himself to wander the goo-roo casino all of his days…

Here goes:

Email #1

Ben, This email is useless because you don’t give any value in it. Its a pure sales pitch. Hopefully your future emails will not be a waste of my time.

Email #2:

Just want to thank you.

Just using the free info I’ve got from you and a few principles I’ve learned from your emails I just had my first $2000 day (ever) from a product I thought was dead.

What I did was:

1) Stopped being needy AF
2) Offered no refunds
3) Gave no apologies
4) Told leads flat out that my product isn’t for losers (proles)
And some other stuff you taught me for free (except I bought your villains books)

Anyone that says you don’t give value for free I’d like to tell them fakoff. If they can’t find it then they can’t be helped and should probably unsubscribe.

As for me you’ve given me so much I still haven’t even implemented that I suspect soon (if I can stay disciplined) even your not cheap products will be pocket change.

Larry Shier

PS use my words as you see fit

The irony of the fanatical “value-seeker” never ceases to amuse me.

Especially since, they more often than not already have “value” staring right at them — not unlike the farmer in the Acres of Diamonds story who sold his farm to look for diamonds, killed himself when he failed, only for the person who bought his farm to end up finding a huge diamond mine on the land that was there the whole time.

And so it is.

Which brings up another point:

There’s a reason I am not on the “Give value” bandwagon so many other people who teach marketing subscribe to.

It’s not because I don’t think it works.

Nor is it because I think it’s a bad idea, either.

Showering your free email list with value is a completely legitimate marketing strategy, and I highly encourage it if (1) you are more concerned about being liked (and getting Facebook likes) than being respected… (2) you’re content and happy with the rate at which your business is growing now, and… (3) you measure success by the approval & high-fives of peers, non-buyers, & marketing gurus… instead of how much bigger your business & income grows each year while maintaining or enhancing your lifestyle and enjoyment of the game.

If that’s your bag, I’m the last guy you should listen to.

And, this is especially true when it comes to the upcoming April “Email Players” issue.

Why?

Because the entire issue is about a secret way of doing business I’ve been experimenting with for approximately the last 18-months, after hearing an obscure marketing training I doubt 1 in 1000 people reading this email have ever heard of, much less studied in any kind of depth. And in these last 18-months, since incorporating this secret, my business has seen more rapid success and  “spurts” of growth than it had in the entire 18-years prior to applying it.

More:

I make no guarantees it will work the same for you or anyone else.

But, what I can say is this:

Once you see what this is, you can’t “unsee” it.

You can choose to (foolishly) think it doesn’t work.

You can cowardly dip your toe in the water, not fully commit to it, and then pull back once it makes you uncomfortable.

(And it will.)

You can even decide it’s too scary, and not even consider doing it, whip up an excuse for why you “can’t” do it to protect your ego, and go safely back to what you’re doing now to build your business.

And there is no shame in that if you do.

But, once you are introduced to this way of approaching business, there is no getting it completely out of your mind.

No not noticing the massive, quick, seemingly “overnight” success of those few you observe who do have the sac to do it.

And, no lying to yourself that you don’t wonder what would happen if you did throw caution to the wind, take a swan dive into applying it to your business, and risk your reputation with your peers and Facebook friends who will no-doubt think you are dumb, stupid, and crazy.

Which brings us back to the people I described above.

i.e. the ones more concerned about being liked than respected, are content with their current sales, and who measure success by the approval & high-fives of peers, non-buyers, & marketing gurus over all else.

Those types will be very disappointed in this issue.

Especially since, there is no checklist of what to do.

There’s no sales copy to swipe.

There’s not even much talk about email – although the info fundamentally changes everything about how you approach email, especially if you are the “give value” type.

Instead, what it is, is this:

1. A short description about what exactly this way of doing and approaching business is.

2. Exactly how I’ve been applying it to my business the past 18-months especially – much of which will NOT apply to you, requiring thinking and problem-solving in applying it to your business. Although it’s not exactly rocket science, either. The “what” to is easy, the hard part will probably be the social backlash after implementation, for most.

The rest will then be up to you.

While I’m still at it not giving value in this email, I will also predict this:

In my opinion, this is one of the single most valuable – if not the single most valuable – “Email Players” issues I’ve written in the 8 years I’ve been publishing it.

But, due to the rank simplicity of the content, combined with the fact it takes hard work (mostly research), an open mind, and a thick skin to implement, hardly anyone will actually do it. And so, I suspect it might make a few people a lot (as in potentially millions in sales) over the next couple years. But, also, prompt lots of cancelations, when people who are comfortable & content with small, safe growth and seek social media props from their peers & colleagues – not big, scary growth and being mocked & questioned by their Flakebook & advertising critic friends – realize they simply have no place at elBenbo’s table anymore, as my ways simply aren’t intended for them.

A “cleaning house” issue like this is long overdue.

Especially since, I am implementing a valuable new feature to the newsletter, and absolute purity of the subscriber base in terms of seriousness about their success, and open-mindedness about learning is mandatory. Even to the point that I’ve been manually canceling a small handful of friends I had been “comping”, to keep it a paid-subscriber only publication.

That may sound a bit melodramatic.

But, those who see the new feature I am testing in the April issue will understand why.

Here is where to subscribe before the deadline:

www.EmailPlayers.com

Ben Settle

P.S. Aw shucks.

I forgot to add value.

Maybe next time…?

I recently re-watched A Clockwork Orange for the first time in probably over 10 years. I remember doing an assignment about it in college in a class where we read a particular book, then watched the movie and analyzed them.

Towards the end, we had to pick a scene from one of the movies and screen it, and analyze it before the whole class.

I picked a particularly disturbing scene from the movie.

And, the teacher said:

“You can tell a lot about someone by the scene they pick…”

I don’t know if he meant it as an insult or a joke (probably the former…)

But I do know, it is still one of the most disturbing & bizarre movies I’ve ever seen, and like that painting of Kramer in Seinfeld, while watching it, I couldn’t look away…

There is also a useful marketing lesson embedded within that, too.

And that lesson is this:

You can boost up your business’s box office gross quite a bit by writing emails in such a way where — even if people don’t think they want your offer — they can’t help but click the links in your emails, and find it hard to look away. And the easiest way I’ve ever done used to do that is via curiosity. People will sometimes buy very expensive products and services they didn’t even knew existed 5-minutes prior due to the wise us of curiosity in direct marketing.

And you know what?

I go into great detail about curiosity in the book I send to new “Email Players” subscribers.

And, it’ll sharpen you up for a bit of the old ultra profits.

If this interests you, more info here:

www.EmailPlayers.com

Ben Settle

Not long ago, I sent an email with a list of 24 tips on how to triple your success.

And, one of the tips was:

“#12. Don’t Virtue Signal”

Virtue Signaling is when, for example, someone publicly declares their support or disdain for something just to show how virtuous they are to everyone watching, just to get props, Flakebook likes, and public praise, and no other purpose than that.

It’s especially rampant in social media.

But, it’s certainly nothing new.

In fact, even Jesus railed against it 2,000 years ago about not practicing righteousness in front of people just to be seen doing it, or telling everyone about giving to the needy to show what a swell guy you are, not looking gloomy when fasting to be seen by everyone how much they suffer for their faith, etc.

More:

I’m far from the only person to have noticed how many virtue signalers actually have contempt for the very issues they virtue signal about.

Anyway, so that’s the scoop on virtue signaling.

It’s dorky.

It’s needy.

And, yes, it’s damaging to your business’s box office gross.

And, why I recommended not doing it, even if it gets you short term social points from other virtue signalers on Facebook, etc.

All right, on to the business:

The April “Email Players” issue talks about a topic that, if you apply it, is almost like anti-virtue signaling. And while it won’t make you very popular if you do it (and you will almost certainly have people questioning your sanity), it can make you more sales and build your business bigger than you ever dreamed possible.

At least, that’s been the case with me.

And, I suspect it will be for you, too.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

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.

Why?

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:

www.EmailPlayers.com

Ben Settle

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.

Why?

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:

www.EmailPlayers.com

Ben Settle

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.

Stop!

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:

www.EmailPlayers.com

Ben Settle

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:

www.EmailPlayers.com

Ben Settle