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

A few days ago, I mentioned a reclusive, insult-slinging copywriter who was the A-list to the A-lister. Like Johnny Carson was the guy all the A-list celebrities wanted to meet, this was the Carson version of copywriters.

You know what else?

I believe he may have been the greatest email copywriter who ever lived, too.

Even though he died in 1996.

Even though he probably never even sent an email in his entire life.

And, yes, even though not 1 in 1,000 “internet marketers” (especially on Flakebook) know who he is or have heard his name.

Some facts about him:

Back in the 60’s, 70’s, 80’s, and first half of the 90’s this reclusive (and elusive) guy was widely regarded as the single best direct mail copywriter on the planet. In fact, I recently read how this guy (who was known for being quick with insults to virtually everyone — my kinda copywriter!) created packages so insanely profitable, they were able to charge as much as $40,000 for a single direct mail package.

That’s just shy of $200k in today’s money.

For a single direct mail package.

Anyway, as I mentioned, he probably never sent a single email in his entire life. But, I’ve been spending the last several years studying his ads. And, I have found his old direct mail letters to be perfect examples of email copy for today.

Especially for subject lines.

Or email opening sentences/paragraphs.

Or creating the kind of engagement where people are looking to buy from you before they even see you’re selling anything. (Ask any of those high falutin’ ex-spurts on Facebook livestreams preaching “ENGAGEMENT!” if they know how to do that.)

Or closing the sale.

Or body copy you can’t stop reading. (Even if you weren’t in the market for what he was selling!)

And the list goes on…

The point?

The August “Email Players” issue contains an 8-page bonus training/sales letter detailing 15 things I learned studying him and his ads, many of which apply to email.

It was quite the adventure learning about him.

And, quite fun, too.

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

www.EmailPlayers.com

Ben Settle

One of the first big “ah-HA!” moments I ever had about copywriting was when I read the late, great Eugene Schwartz talk about how a sales letter is the “functional” product, sent out in front of the physical product.

In other words:

Sales copy (when done right) is what a product does.

Not what it “is.”

So, for example, if I write an email talking about the August “Email Players” issue, I would be a fool to talk about the paper it is printed on, the color of the ink, etc. Instead, if I’m smart, I’ll talk about what it does and stick in the craw of their psychology.

Gene Schwartz called them:

Does’ies.

Take a dog, for example.

A dog is an animal with 4 legs, a heart, a tail, fur, etc.

Those facts do nothing for you.

But talking about how a dog will be waiting for you at the door when you arrive and lick your face when you had a bad day is a does’ie.

It’s something the dog does for you.

And here’s something else:

Another big “ah-HA!” moment I had (even more Valuable than the Gene Schwartz lesson above) was when I learned the secret persuasion “law” talked about in the upcoming August “Email Players” issue.

Something that:

Works even if your writing skills are weak

• Lets you write copy people can’t “un-read” (another way to stick in the craw of their psychology)
• If you tell stories, it will be like putting those stories on steroids as far as their persuasive power goes
• Was used by some of the most persuasive and influential people who ever lived (including the people who founded the the United States up through some of the most effective sales and marketing people today)
• Can be used in any of your marketing: sales copy, emails, PPC ads, social media, public speaking, videos, all of it
• Is demonstrated with lots of examples in the August issue

It goes to the printer in a few short days.

If you want it, subscribe here today, while there is still time:

www.EmailPlayers.com

Ben Settle

Once upon a time, there lived a reclusive, insult-slinging copywriter who was known to be one of the most brilliant ad men who ever lived.

He was beyond just being an “A-list copywriter.”

In fact, other A-list copywriters revered him as being above and beyond all of them in talent, results, and ability.

Anyway, this particular copywriter has no books.

No informational products.

Not even any speeches or talks (that I am aware of).

But, he did say a few Yoda-like things about copywriting that are worthy of not just reading, but hours of pondering and thinking of ways to apply to today’s advertising (yes, including emails, even though I don’t think the ever so much as sent a single email in his entire life.)

One of the things he talked about was market and customer surveys.

He said he didn’t need them, much less rely on them.

And the reason why was, he didn’t think they told you what someone really wanted to buy or what they wanted to be.

In other words:

He was so in touch with his market, surveys (even my favorite kind of “shallow dive” surveys where you simply ask people what they just bought…) were irrelevant to him. When you understand your market at the level this great copywriter understood the markets he sold to (and by sending daily emails the Email Players way, and paying attention to your list’s reactions, you can get this exact kind of intel, too…), you don’t have to worry if your launches and promos will be successful or not.

You’ll know before you even do it.

I’ve seen it (and experienced it) over and over and over.

For example:

Nobody ever asked for my “Villains” book (an Amazon best- seller). Or my old “elBenbo’s Apprentice” membership site (easily the most successful launch I had ever done at the time). Or my 10-Minute Workday program with AWAI (which they told me was the single biggest launch they’d done).

When you know that market at that level, it’s not much of a mystery.

Anyway, something to ponder.

And here’s something else to ponder:

The August “Email Players” issue contains an 8-page insert that is a hybrid copywriting training/sales pitch about the above mystery copywriter.

There are many things I’ve learned from him over the years.

And, I suspect you will, too.

(I cover 15 things I learned from him in the insert.)

That is, if you are subscribed before I send it to the printer in a few days.

Here is the link:

www.EmailPlayers.com

Ben Settle

Back when I used to do email critiques for “Email Players” subscribers (I no longer do, for a whole variety of reasons — including I hate doing them, and also, because if I did it for one person, I’d have to do it for several hundred other people…) I noticed a recurring mistake people made that basically castrated their sales, and made them more or less “marketing eunuchs.”

A mistake, fortunately, that was easily corrected.

And, when fixed, made people a lot of the green stuff.

The mistake?

Well, let me put it this way:

A lot of times, people would send me an email that was functionally correct — with a decent subject line, opening, story, call to action, etc. But, in almost every case they lacked the one element that makes the difference between an email making little or no (or just average) sales… and making a windfall of sales.

In fact, when I showed people this element, they’d go:

“Ah! Of course!”

And then, the smart ones would rewrite their emails with it.

And, after that, often report back with how much more profitable not only that particular email I critiqued did, but all their other emails henceforth.

And guess what?

I reveal this element of persuasion in the August “Email Players” issue.

In fact, the entire 16-page issue is *about* this one thing.

With plenty of examples to learn from.

To learn all about it, you’ll have to be subscribed before I send it to the printer in a few days.

Subscription info here:

www.EmailPlayers.com

Ben Settle

One of the most successful sales letters I ever done writeded, was for an informational product in the self defense niche.

It was a product about grappling.

And, to the list I was selling to, that topic is about as exciting as watching pain dry.

Reason why was, the section of the market we sold to, just wanted to be tough guys, who knew how to kick someone’s ass if anyone ever threatened themselves or their families, and had no desire to attend any formal martial arts schools, wear a gi, or roll around on a mat with other men. Frankly, they wouldn’t have known the difference between kung fu and kung pao chicken. And the idea of grappling was not only boring to them, but was something they’d likely go out of their way NOT to learn.

So how did I sell it?

By using the sales letter to make it secksy and exciting.

And, I did it by including some very specific things in the copy anyone can adapt and use for their own emails, sales letters, and other marketing.

The result was a ho bunch of sales.

And, a ho bunch of happy customers.

Including many customers who ordinarily would have wanted nothing to do with grappling, and probably would have laughed at the idea of learning 5 minutes before reading my sales letter.

Enter the August “Email Players” issue.

I don’t include the whole ad in the issue.

Just a few paragraphs.

But, those paragraphs show you an example of how to “seckys-up” a product, idea, or concept people might find boring or irrelevant, and make them far more likely to not only buy, but also use and consume your product.

The deadline to get this issue looms.

To get it, you’ll have to be subscribed before I send it to the printer.

Here is the link to subscribe:

www.EmailPlayers.com

Ben Settle

Apparently, a goo-roo fanboy is spamming Flakebook groups with a “teaching” called:

“Ben Settle’s small tip to 10X your conversions from email”

I first heard about it when Matt Furey messaged me today after the blue light special spammed Matt’s facebook group with the dorky teaching, and Matt eviscerated the guy. But, unfortunately, he is spamming other Flakebook groups with it, too.

Thus, time for a bit of “damage control.”

If you see it, it ain’t anything I teach.

Ain’t representative of anything I do.

And, should be ignored.

You’ll also know it when you see it (besides the title) because it has some weird fire emojis in it (which I don’t use), contains terminology like “10x!” (which I only use when I’m trolling someone), and tries to turn a few principles of persuasion many smart emailers do use into some dumb goo-roo fanboy tactical nonsense — which renders them completely void and useless.

Anyway, just another tale of another nut coming out of the woodwork…

This is also why it pays to be careful who you listen to.

As “Email Players” subscriber Nick Bradshaw said:

“I’ve only been an e-mail players subscriber for about 6 months…and for some reason it’s like every time I see someone talk about bens teachings (outside of his group) they seem to get it all wrong”

All right, enough of this.

Here’s a link to where you can see what I actually teach:

www.EmailPlayers.com

Ben Settle

Let me tell you a story.

(If you have never seen the Watchmen movie or read the comic, spoilers…)

When the Villainous Adrian Veight (aka Ozymandius, “The Smartest Man In The World”) in Watchmen noticed the world sinking into chaos and war… when he saw the doomsday clock was but a minute away from midnight… and when he realized nothing the powers that be, the smooth talking politicians, or talking heads could do anything to stop the inevitable nuclear holocaust and annihilation of the planet… there were many things he could have done with his great wealth to stop it.

Such as buying up all the weapons manufacturers.

Or bribing the world’s politicians and leaders into making better decisions.

Or possibly even getting himself elected President of the United States to seize control over the most powerful nation on earth.

But he didn’t just want to change the political process.

Or replace the politicians.

Or try to rule the world.

Instead, he decided to do something different, and way more ambitious.

What he did was, completely transform society.

It was the only way to save the world from itself, instead of just applying another temporary “band-aid” of peace treaties and double-talking political negotiations. And, he did it by using his vast resources and intellect to create a crisis so evil and unimaginable it would influence the world and its leaders to focus on attacking that threat, instead of attacking each other.

Which bring me to the rub:

What Ozymandius did is the same thing I’ve seen certain (high selling) ads and emails do.

They don’t just promise to solve a problem.

They promise (or at least it’s implied) to transform the customer’s entire existence.

Their entire world.

Their entire lives.

Anyway, I show several examples of this in the August “Email Players” issue.

As you’ll see, they not only demonstrate how they will help with the problem the product they are selling solves, but transform their lives, making the product far more appealing than the usual offers being piked in direct response.

Something easily applied to most any ad or email.

But to get it, you have to be subscribed before I send it to the printer.

After that, you’ll miss out on it forever.

Here’s the link to subscribe:

www.EmailPlayers.com

Ben Settle

Example #7999432 of the foolishness of mindless swipers:

Over the last few weeks, I’ve discovered my most-ripped-off opt-in page (I am even seeing it mindlessly copied now by a couple IM guru types who charge a small fortune to learn from them) gets by far the least (almost a full 100% less response) sales.

I suspected that one would lose from the start.

After all, it appeals to the dregs of the online marketing-related niches.

(Which is probably why it appeals to swipers so much, too.)

But, even I didn’t know it’d get its arse kicked that bad.

Yet, here these guys are swiping away like their lives depend on it.

But, here’s the fun part:

It’s very deceptive in how it’s losing. By that I mean, this loser ad gets way more overall opt-ins than the winning page, despite it leading to way less money in the bank. And, I suspect the schlubs swiping it are seeing an uptick in their opt-ins thinking “it’s working!”

But, it’s not.

Not if they care more about sales vs soft metrics (like opt-in rates), at least.

Anyway, it’s amusing to think of people copying an ad that literally brings in the worst bottom-of-the barrel leads because some marketing teacher told them to swipe & deploy, or whatever the goo-roo fanboys are calling it these days.

It’s also an example of yet another internet marketing stupid tax:

Blindly swiping losing ads that get way fewer sales and/or generate terrible leads.

Mindless swipers really are a small thinking lot.

And, this is just one more example of why…

If you want to learn how to write emails and copy people look forward to reading and buying from (using your own brain, and not sounding like a fax of a xerox of a scan of someone else’s personality like virtually all swipers do) then check out my “Email Players” newsletter.

Subscription info is right over here:

www.EmailPlayers.com

Ben Settle