Ben Settle

Email Players” subscriber A.M. once asked:

(I don’t know if he wants me to reveal his name…)

Just ordered The Email Players Newsletter because I heard great stuff about it. You ‘free’ newsletter after signing up helped me a lot. Just your tip of emailing ones a day (instead of my modest ones a week) made me an extra 10K WITHIN A MONTH.

So… I’ve seen the light after that and ordered your shit immediatly. Just the ’email every day’ tip paid for 10 years worth of Email Players Newsletter (please don’t die on me in the meantime).

Anyway, in your intro email, you granted us access to your precious time.

My question:

I’m in the ‘reverse diabetes type 2 with nutrition’ niche. I was wondering if I should write emails in the ‘fun and playful’ way you to it or should it be more ‘serious’?

I’m finding it hard to find the right voice for this audience. The never complain when I’m playful and ‘on the edge’. But that doesn’t mean they like it either.

The majority of our visitors are 45+ years old.

25% even above 65 years.

Anyway, my answer to this oft-asked question is in the September issue.

In some ways, it’s amongst the most important information I’ve ever shared. Especially for people who blindly copy what I do without context, or bothering to ask a question such as the one above which may very well have saved him from killing his own business.

But, a word of warning:

The deadline to get the September issue looms.

I have to get it to the printer a bit earlier this month.

So, if you want in, get you some here while you still can:

www.EmailPlayers.com

Ben Settle

Earlier this year, “Email Players” subscriber Lauren Hazel tagged me in a Facebook post linking to an interview with a chick wanting to be a junior copywriter.

This brand spanking newbie wrote one of the best ads you’ll ever see.

What makes the ad so powerful?

Well, for one, I am pretty sure it got her any pick of jobs she wanted.

It was literally (I use that word literally) impossible not to read.

And, it got her quite a bit of media.

The reasons why?

Well, it’s not because it was the best “written” ad every wrote. It was because of the many persuasion and marketing principles embedded within that can make anyone (newbie or seasoned pro) a better copywriter, a better email marketer, and, yes, a richer business person.

Which brings me to the September “Email Players” issue.

First, I reprint the ad in all its glory.

And secondly, I analyze it.

I pull out all the things anyone can easily incorporate into their advertising. And, no, it ain’t just the obvious “yeah, yeah, I-already-know-that-but-I’m-not-actually-doing-it-but-what-else-can-you-show-my-gooroo-fanboy-self???”

There’s a surprising amount of depth to this ad.

And, it’s all waiting for you in the September “Email Players” issue.

That is, if you’re subscribed in time, at least.

I’m sending it to the printer a few days earlier this month.

So if you want it, make sure you subscribe today, while you can still get it in time:

www.EmailPlayers.com

Ben Settle

I’ve obnoxiously said it before, I’ll obnoxiously say it again:

You can sell pretty much anything with email.

(I’ve even shown people how to sell commodities, like socks, with it.)

Thus, here’s a question reader Kate Stelmaszek asked:

I have a question about email that’s been bothering me. So I’m writing emails for my husband who’s an artist. He does both commissions, a service, and sells prints and original artwork, which are products. So, this isn’t an information product thing, he’s not teaching anything.

Now, in writing the emails, should I focus on the features/benefits of what he offers and tie that into the story or list or whatever I’ve chosen as my type of email? Or should I do a kind of behind the scenes, this is how I make art email which would be more informative?

My answer that’s-not-really-an-answer?

The same way you sell any other kind of product.

There is very little difference in how to sell something like artwork or selling a book or other kind of informational product if you do it my way.
But, to help out the artists in my world, I have decided to address it in the golden pages of “Email Players” next month, where I go through 11 ways to sell not only artwork, but much of it applies to pretty much any kind of non-informational product.

I’m sending this puppy into the printer soon.

To subscribe in time go here:

www.EmailPlayers.com

Ben Settle

The great Dan Kennedy has warned for decades — well before social media, email, YouTube, the rise of Google Monster, and everything else people in marketing rely on — the number 1 is the most dangerous number in business.

In other words:

Relying on any one thing to keep your business operational.

For example, one single way to get leads. (Facebook, SEO, AdWords, whatever.) One single way to collect money (ClickBank, PayPal, Stripe, etc). One way to communicate with your audience (Social media, YouTube, email, yada yada yada). One single vendor you deal with (Amazon, your printer, and so on).

Anyway, I bring this up for two reasons:

1. Alex Jones being “Thanos’d”

By that I mean, multiple big tech companies banned him in the same 24-hour period — including Apple, Facebook, Youtube, Spotify, and even MailChimp. I also heard through the snowflake vine now many of Twitter’s employees are whining about why Twitter hasn’t yet banned him. And, there is chatter about how they may change their TOS and even start going after people for what they say “off platform”…

My opinion?

Anyone right-of-center politically is insane for relying on social media.

Or any platform, for that matter.

Yes, including email — Gmail could easily “Thanos” my emails if they wanted, as could my email broadcasting company my account, which is why I back up my lists regularly, and why you should, too.

2. I was asked this question recently for an interview:

“Imagine you lost all your money and reputation overnight. What would you do tomorrow to make it all back?”

My answer?

• I would find a hot market with lots of buyers.
• I’d create a pen name, and stay completely anonymous.
• I’d build an email list and create and/or find products to sell to that list using my email methods.

More:

Frankly, if I could do it all over again, I’d have built a business based on complete anonymity, not even showing my face much less my real name, instead of putting myself out there (face, name, etc). But, it’s too late for that. Although, I do have some pen names in various niches I can morph into if needed.

Anyway, I don’t know if this adds to your life.

But, maybe it’ll sooth someone’s fears of being Thanos’d by the powers that be.

In the meantime:

In the meantime, here’s some free advice:

First, don’t rely on Facebook, Twitter, YouTube, or any other one platform.

This Dan Kennedy-esque wisdom is a good idea for anyone.

But, it’s even better advice for anyone politically right-of-center.

Fun fact:

Facebook now wants your bank to share your info with them… and if you heard Zuckerberg’s hearings, you know how fast-and-loose they play with your info.

Secondly, Keep building your email list.

Another fun fact:

I hear Alex Jones added some 5+ million names to his list after being banned — which means he must have found a new email provider once Mailchimp dumped him. Something tells me, he will make more sales now than he did before, if he does email right. Especially if he does things my way (which he won’t but even if he doesn’t, he will still do well in my opinion…)

Finally, keep building your audience, brand, and sales.

Including collecting as much info from each customer as possible.

(Especially, their direct mail info.)

Bottom line?

Thanos is looking for the Infinity Stones.

And, he’s gonna put that gauntlet on.

If you want to protect yourself from him wiping you out with half the other right-of-center marketers when he snaps his fingers on the whole universe and not just one entity like Alex Jones, the above is how to do it.

Next step?

Check out my “Email Players” newsletter.

It won’t save you single-handedly from being Thanos’d.

But, it can help you make lots of sales.

Which will help you build a buyer’s list.

Which you can then sell to if you get wiped out later on.

Here’s the link:

www.EmailPlayers.com

Ben Settle

One of the most profitable emails I ever wrote was as an affiliate for Ray Higdon’s 3-Minute Expert product which shows people in MLM how to become a legitimate expert (so when they sell their program, they have credibility, amongst other benefits).

So it was for people in MLM.

But, the email was not “about” MLM.

It was about sex.

And betrayal.

And, yes, something nobody we competed against in that market had the balls to write about. It was raw “uncircumcised” truth about something that was probably in poor taste for an email by conventional goo-roo standards. In fact, while I read it out loud live on a webinar once, at least one person said it made him physically sick to his stomach.

Ooh yeah, baby.

That’s how you know you did it right.

Anyway, that email was a prime example of the persuasion secret I’ve been yapping about for the last week that is in the August “Email Players” issue, that also got us the most opens, clicks, and sales from that campaign.

It’s also featured in the August issue, too.

(Towards the end.)

To subscribe before I send it to the printer tonight, go here:

(once I do that, it’s too late to get it)

www.EmailPlayers.com

Ben Settle

Todays’s the deadline to get your hot, sticky little hands on the August “Email Players” issue. The entire issue is about what I believe is the single most Valuable persuasion “secret” (I’ve only seen one person teach in depth in my 16 years of business) I’ve ever used in my emails and sales copy.

It also includes a lot of real-life email and sales letter examples from niches like:

• Prostate problems
• Self defense
• Health supplements
• Golf
• Home business

Frankly, this issue is mostly sample copy.

And that means you’ll have to read it carefully and have the ability problem-solve and think through how to apply the information to your emails and sales copy. (i.e. it’s not going to do copy & paste swipers much good, and will probably even work against them).

More:

I’m also including an 8-page “Ravings of an Ad Man” bonus training.

This is a hybrid training and sales pitch for something I’m selling.

The training part reveals 15 facts about the reclusive copywriting genius (that other A-list copywriters looked up to as the man) I consider to be the greatest email copywriter (even though he never sent an email in his entire life, for all I know) who ever lived.

The deadline is later today.

If you want it, here it is, come and get it:

www.EmailPlayers.com

Ben Settle

About 8 years ago, I wrote an ad for the prostate niche.

It sold an eBook I wanted to build a side business around, and so I spent probably more time writing the sales letter than I did the eBook. I also sent that sales letter to as many men as I could get to read it, since that is a problem that potentially effects ever man.

The result?

The sales letter did it’s job almost too well.

By that I mean, almost every single guy I sent it to (young or old), told me they thought they might have a prostate problem after reading it. Yet, I am pretty sure not a single one of them did — especially the younger guys in their 20’s.

Like, for example, the Agora copywriter I showed it to a few years after.

(When I did some training for their writers and editors at their Baltimore office.)

Agora is known for having a hardcore legal team.

And, I wanted this writer’s opinion on the sales letter from that point of view.

His reply?

DUDE!!!

Awesome hanging out with you yesterday. I started reading your promo – it kicks ass – and something crazy happened: I freaken realized I’m experiencing some of these symptoms. Here’s the super short version:

He then went into his symptoms.

Anyway, here’s why I bring this up:

Do you remember my email from earlier today about that “law” of persuasion secret embedded in the movie “A Time To Kill”? Well, the reason that sales letter did as well as it did, and persuaded people they had a problem they didn’t even have, is because that persuasion secret was heavily in that sales letter.

And you know what?

I show you the exact part of that sales letter that contains it in the August “Email Players” issue starting on page 4.

It makes for a Valuable case study for how it works.

And, I have only seen one person every teach this law in depth in 16 years.

But you’ll know it.

And, you’ll be able to profit immensely from it

That is, if you are subscribed before I send it to the printer.

Go here while you still can, and before it’s too late:

www.EmailPlayers.com

Ben Settle

Back in the 90’s a movie came out called:

“A Time To Kill”

The too-long-didn’t-watch version is:

(WARNING: whole movie spoiler follows…)

A couple evil KKK types rape, beat, and torture a 9-year old black girl on the way home from the store. They think they killed her, but she lived. She makes it home, and the police easily find and capture the two perps. The father of the little girl (played by Samuel Jackson) knows they are not going to get what they deserve in a mostly-white county in the South. So, in an open courthouse, in front of God and everyone, he shoots the rapists both dead. Since he’s a black man in a predominately white county, his chances of not getting the death penalty are slim to none. So, he hires am untested, solo practitioner white lawyer named Jake Brigance (played by Matthew McConaughey) he knows to defend him against a popular and far more experienced DA who’s chummy with the judge and has a huge team at his disposal.

Anyway, short story long?

By the end of the movie, they’re losing the case:

• Jake’s witnesses have been discredited
• Samuel Jackson’s character openly admits he knew what he was doing when he killed the rapists and hoped they burn in hell (making the insanity plea a non-starter…)
• The jurors have even agreed privately with each other he’s guilty
• And, Jake’s got nothing left but his closing argument

A closing argument that, in my humble (but accurate) opinion, includes a superb principle of persuasion (I have heard only one person ever teach in depth in 16 years up in this business) that can change even the most stubbornly skeptical and hostile minds on a subject.

I don’t care if it’s in a court of law.

In an email or sales letter.

Or, even when debating politics.

(Yes, I have seen this secret persuasion method literally result in diehard partisans changing political parties!)

People who’ve seen the movie probably think I’m talking about storytelling.

But it’s something far more powerful.

Something that is like a law of persuasion unto itself.

And, something anyone (of any skill level) can incorporate into emails, sales copy, social media posts, livestreams, podcasts, whatever you are selling with.

More:

I talk about it in exquisite detail in the upcoming August “Email Players” issue — with several real-world examples taken directly from some of the highest selling sales letters and emails I’ve ever written to illustrate it, spanning multiple niches and product categories.

(i.e. whatever you sell, it will apply.)

But, I am sending this issue to the printer tomorrow.

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

Subscribe here in time, while you still can:

www.EmailPlayers.com

Ben Settle

More about the reclusive, insult-slinging copywriter I yapped away about yesterday and mercilessly used to tease people into subscribing to “Email Players” before the August issue goes to the printer:

He was a master at getting past what he called:

“the secretary barrier”

In other words:

He was writing direct mail, including for business publications. And, thus, many people he was trying to sell were business owners, executives, etc who had their mail screened by secretaries. And, thus, to get his piece read, he had to get it by her. If the secretary tossed it out, it was all a big waste of paper and postage. And this is especially true since secretaries were told to recognize and eliminate bulk mail on sight.

His big secret to giving the secretary the slip?

(drum roll…)

“Create an outer envelope that looks interesting.”

And he did just that.

Not just with design, but headlines, etc on the envelope.

This applies to emails as much as it does direct mail. And, in fact, I would argue today’s consumers are far more ruthless and get far more junk email than the amount of bulk/junk mail secretaries saw.

The obvious solution?

Be interesting.

The not-so-obvious solution?

Is described in detail throughout the August “Email Players” issue. If you apply the big lesson that is embedded in the August issue on every page, and in every paragraph, sentence, and example, you will give your readers’ naturally ruthless desire to delete you on sight the slip, too.

Not only will they not delete you, they’ll read you.

And not just read you, but read you with undivided attention.

All of which can make you a lot more sales.

I’m sending the August issue to the printer in a couple days.

To get it (and learn more about the mysterious copywriter above), go here:

www.EmailPlayers.com

Ben Settle