Ben Settle

I haven’t done a whole lot of speaking in the past 12 months (or any, really, other than a few words (literally) at our Wine Villains event in Napa last summer), preferring to revel in my blessed reclusiveness on the Oregon coast with my aging dog.

(She gets very crotchety when Yours Grinchy leaves her at the kennel…)

But, I am going to speak this October at a couple events I can’t possibly say no to and thoroughly enjoy going to.

And, I’ve recently updated my speaking schedule with the details for anyone interested:

www.BenSettle.com/blog/elbenbos-speaking-tour

Ben Settle

Today’s the deadline to get the May “Email Players” issue.

Here’s what’s impatiently waiting for you inside:

• How to use plain text “retro” emails to sell in markets where everyone pimps information out for free. (With examples to model, study, and adapt.)
• The “90/10” secret (used by strippers and a top A-list copywriter I know, not that the two are related…) for writing emails people can’t wait to buy from.
• A secret way Doctor Mercola (who has probably the biggest alternative health site on the Internet) uses to sell that gives you almost no choice but to buy from him over anyone else.
• Two proven (and profitable) examples of how to use emails to milk money from other peoples’ gut-wrenching loneliness. (And have your customers not only love you for it, but maybe even thank you for selling them this way.)
• What the “king of content” is, and a 15-word question to ask yourself that practically guarantees your emails (and other content) make far more sales, create a far stronger personal brand, and make your entire business far more secure.
• Stan Lee’s secret to building a customer base that loves, defends, and buys from you with a big, sloppy smile on their faces. (Not only do they buy from you, often “sight unseen”, but when the trolls, bogus bad reviews, and other attacks come out, they are there to defend you, and become your own Horde of protectors, and evangelists about you.)

And that’s just for starters.

I’m also including a bonus training about how to write and profit from cold emails from one of the top experts on the subject I’ve ever met (who discovered his methods one night while working for an agency, got desperate and drunk, and tested it out, only to have it work better than anything else he’d ever tried).

Anyway, today’s the deadline to get the May issue.

After that, it’ll be too late.

Here’s the link to subscribe:

www.EmailPlayers.com

Ben Settle

Recently, two windfalls happened to Yours Lucky.

First, I got trolled by arguably the single greatest troll who’s ever lived.

It was almost as if God put him on earth just to amuse, entertain, and enrich me.

In fact, not only did he make me sales in his troll video (where he amusingly called me a “cocksucker” and other creative descriptions, while unintentionally revealing his envy for my business model at the same time), but he strengthened the bond with my audience in ways I could never have done without his help. I love this old troll so much, I am thinking of sending him something Valuable to help him troll me even better next time.

(Probably a camera stand so it doesn’t shake so much.)

And the second piece of good luck?

In one of those random juxtapositions of life, the exact opposite of the above:

Less than a week later, the man who is universally considered to be the world’s greatest living copywriter Gary Bencivenga (easily my all-time favorite copywriter) graciously gave me permission to use this testimonial:

“Good copy intoxicates me. Yours is high proof. I’m enjoying it.”

He also graciously autographed for me a couple pieces of direct mail he wrote. (A couple bookalog controls I kept since the 90’s, before I even knew what copywriting was, I just found them too fascinating to throw away — which demonstrates how well what he teaches works and, in fact, he talks about these two magalogs his magnificent Farewell DVD’s).

There were some other great things that happened, too.

Such as being invited to speak at AWAI’s Bootcamp again.

Having one of my most successful product launches to date.

And, we’re gearing up to re-launch another business I’m involved in (in the golf niche).

So, twas a great month indeed.

Anyway, since I’m already writing this blatantly self-serving email, here’s more:

The May “Email Players” issue shows you exactly how to compete (and dominate in) markets where everyone gives information free on YouTube, etc, where people ask you “why should I buy from you, when XYZ guy on YouTube gives everything to me free?”

Not only will you be immune to it, but you’ll profit from it.

And, all it takes is knowing a few ways of doing plain text emails.

The deadline to get this issue is tomorrow, here’s where to get in on time:

www.EmailPlayers.com

Ben Settle

A question that sometimes pops up is:

“Ben, I’m already an Email Players subscriber, why are you pitching me still?”

Since segmentation is the key to winning the entire game, it probably strikes these good folk (especially all t he email automation specialists popping up out of the woodwork lately) as idiotic that someone who sells email “how to” advice doesn’t do even the most basic email segmentation.

So, here are some reasons why I don’t do it for Email Players:

1. Demonstration.

Current subscribers can see what they’re learning demonstrated in the “digital flesh” each day.

They can also easily opt out, too.

(At any time they want.)

Although, that strikes me rather like someone learning direct mail copywriting to ask the post office not to deliver direct mail they can study for free from a copywriting teacher they are paying to study under.

2. Anticipation.

It lets current subscribers know what to expect in the next issue. When I tease the next months’ issue, it gives them a chance to (hopefully) get excited about what’s coming.

Or, it might help them realize the newsletter isn’t for them.

So in that sense, it’s like a courtesy to both types.

3. Solicitation.

A lot of people have requested I not take them off my daily emails list when they buy. Who am I to rob them of subjecting themselves to my daily asylum of the mind?

4. Procrastination.

Due to my lack of foresight almost 10 years ago, it’d be a huge pain in the gluteus assimus to change everything over for seamless segmentation. So even if I wanted to segment, it’s easier to simply keep things how it is.

For now, at least…

Anyway, so that’s why I don’t segment for Email Players currently.

For 99.9% of products, I would.

But, just not for this particular product.

(I may in the future, but that’s another email for another day…)

Speak of the devil:

The May “Email Players” issue is being prepped to send to the printer Monday. It will be especially useful to people who sell information or services in markets where everything is available free.

Here’s where to subscribe:

www.EmailPlayers.com

Ben Settle

A question that rolled in recently about cold emails:

“besides email campaigns, are the principles taught in your newsletter also useful for one-off cold emails as well as other forms of copy (sales letters, website copy etc.)?”

The answer has always been no.

That is, until now, at least.

I have heard all these cries in the wilderness and have finally taken steps to include a detailed, and very powerful training on the subject in the May “Email Players” issue. It’s taught by an ad agency man who (ironically?) figured out the cold email game while getting drunk when he got desperate for sales one night. And, has since used his wily ways to make a lot of sales with what he discovered.

This is some extremely valuable info if you want to do cold emails.

(Complete with examples)

And, it’s waiting patiently for you in the May issue, which goes to the printer in a couple days.

Time is short to get this.

After it goes to the printer, it’ll be too late to get it.

Subscribe right here, while it’s hot on your mind:

www.EmailPlayers.com

Ben Settle

“Email Players” subscriber and one of my favorite graphic designers (who has many prestigious clients, such as Dan Kennedy, and comes with my highest recommendation) Kia Arian recently wrote this in her client newsletter:

I am cautiously introducing you to someone who I’ve kept safely tucked away in my Top Secret Marketing Weapons Arsenal for many months, unwilling to share his madness with anyone but a few worthy colleagues who have been trained to handle sophisticated marketing weapons without inadvertently hurting themselves.

Remember the Tazmanian Devil character in the Bugs Bunny cartoons? He’d come barreling on the scene in a violent vortex, with grunts and gasps, upending everything in sight without mercy? Well, say hello to Ben Settle, master copywriter and coach for email marketing. He teaches people not just how to sell and make money with email, he also teaches on persuasion, personality in copy, and the “inner game” of entrepreneurship and business success. He unapologetically exposes B.S. and will gleefully shame you to teach you a lesson, or just to entertain himself. His introduction always requires disclaimers of responsibility for any offense, insult, or injury to your deeply held beliefs may suffer as a result of his methods. Follow at your own risk.

That being said, I will say with no uncertainty that his teachings have easily been of the biggest influences in how I run AND think about my business, next to Dan Kennedy and Ben Glass.

Thank you Kia for finally untucking me and subjecting your clients to my mouth breathing ways.

I promise to horrify and abuse them with love…

Just like I will to those who subscribe to “Email Players” before the looming May issue deadline.

Subscription details here:

www.EmailPlayers.com

Ben Settle

Earlier today I got this email asking where the beef is:

“Hi Ben. I joined your newsletter and ever since all you are doing is marketing your print newsletter. you’re not entertaining or teaching or anything. What gives?”

Is this free content cop right?

Am I just pitching and teasing?

With nothing to sink your mighty fangs into?

Let’s find out what “gives” and get to the bottom of this mystery. It could be Yours Salesy needs to change up his game to appease the other non-buyers. Below are the 10 email subject lines that have gone out since 4/20 (when the free content cop joined my list), along with what those respective emails taught:

1. “Sociopath proof 2.0” — the dangers of basing your buying decisions on social proof

2. “There is no justice, only power” — why you should embrace your negative, down-and-dirty motivations to better achieve your goals

3. “elBenbo’s nihilistic goal lecture” — a link to last weekend’s podcast about how to “flip” being discontent into achieving whatever goals your greedy little heart desires

4. “Why I’ve been ignoring your emails” — gave reasons on why people on your list might be ignoring your emails, so you can make sure you aren’t doing those things and make more sales

5. “Brick & mortar business owner wipes the floor with his competition” — a testimonial email, and pure pitch

6. “A secret (but ethical) way to profit from gut-wrenching loneliness” — talked about why loneliness is so dangerous, and educates the reader about the existence of a way to write emails most people have never thought of before

7. “Drop shipper cleans up using Twitter and Email Players” — a testimonial email, pure pitch

8. “The king of content drinks wine from his mighty goblet” — educates the reader about why the “usual suspects” of content (value, benefits, infotainment, etc) are not the most important attributes of persuasive content, and let’s the reader know there is something better they should be aware of

9. “Yet more proof why stingy emailers have skinny kids” — testimonial, pure pitch

10. “Stan Lee’s secret to building an audience so loyal they’ll help you bury a body” — teaches the reader why they should study the life of the great Stan Lee, which is not only a powerful tip, but easy for anyone whose Google isn’t broken to do on their own

Seems to me the free content cop simply hasn’t been paying attention:

Ten emails, only 3 of which are pure pitch.

The rest have tips, lessons, and profitable (or, at least, useful) ideas embedded. But, admittedly, in order to benefit from them, one has to (1) not be a lazy thinker and (2) have a bit of motivation in them to dig deep enough to mine the value.

Such are the reasons why I don’t cater to the free content cops.

(They make terrible customers for me, your milage may vary.)

But, I will say this:

Just like mindless trolls do, the free content cops serve a Valuable function in my business as unpaid marketing “interns” giving me content.

Like for this email, for instance.

Now, onwards and upwards to the important part:

The righteous sales pitch.

The May “Email Players” issue is going to the printer Monday. It shows (amongst other things) how to not only not worry when your competition gives everything away free (prompting them to ask you, “hey! why should I buy your product, when I can get the same info free on Youtube?”), but actually profit from it.

This is rampant in certain markets.

i.e. markets that sell to vegans, fitness, dating, cooking, health, golf, etc.

Anyway, after the Monday deadline, it will be too late to get the May issue since I don’t sell back issues anymore each month like I used to. (The April issue which, ironically, you can no longer get, explained why).

To subscribe in time to get it, hustle on over to this link:

www.EmailPlayers.com

Ben Settle

P.S. I have a pure sales pitch email promoting the May issue going out in about 6 hours that is sure to give other free content cops heartburn.

At least, I hope so…

One of the best lessons you can get on building and maintaining relationships with your audience (and by audience, I don’t mean only your email list…) is to study the life and career of the great Stan Lee.

Who is Stan Lee?

Stan’s ideas and work led to such results as:

• Marvel Comics being the #1 comic book company on the planet
• Billions of dollars in sales (merchanise, movies, comics, toys, etc that have resulted from his ideas and characters)
• Keeping his rivals (like DC Comics) constantly playing catch-up and having to resort to copying what Stan was doing (not unlike a lot of copy & paste Internet marketers these days always playing second fiddle to people who actually, you know, think…)
• Creating not just an audience, but a *family* amongst the fans

His fans where no just “fans.”

They were like super fans.

The kind of fans that would (figuratively) help the guy bury a body if he asked.

Anyway, here’s why I bring it up:

He did these things in a lot of different ways (had he had daily emails to use in the 60’s I suspect Marvel would have overtaken Disney… and would have bought Disney instead of the other way around).

And, you know what?

In the upcoming May “Email Players” issue I show you some of the things he pioneered that can be directly applied or adapted to most any business — especially if you sell on the Internet.

(Where these things are much easier to do than what he worked with.)

This issue goes to the printer Monday.

To get your hands on it, make yours Marvel and go here:

www.EmailPlayers.com

Ben Settle

In my humble (but accurate) opinion, the most profitable kind of content you can create — whether it’s email, video, social media, your products, speaking on stage, ranting on a podcast, or anything else… is not benefits, hard “how to” information, or value or any of the usual suspects.

Those are important, no doubt.

But they ain’t king, in my way of thinking.

What is king when it comes to content creation?

To answer that (and I may lose some of the tee-totalers on my list with this, the price I must pay for creating *this* particular bit of content…) let us look at a couple movies:

“Sideways” and “Bottle Shock”.

Both are supposedly movies about wine.

(Incidentally, “Email Players” subscriber Troy Broussard and I might do another Wine Villains event this year in Napa, CA — stay tuned for more info this summer).

But, I argue they aren’t both about wine.

Bottle Shock is, yes, for the most part.

It also had a heavier hitting group of celebrities in it, too, from what I could tell.

But Sideways?

I say thee nay.

It looks like a movie about wine on the surface. It even behaves at times like a movie about wine. But it’s not really a movie about wine if you unravel it.

Yet, it destroyed Bottle Shock in ticket sales.

In fact, Bottle Shock — with all its star power, like the actors who played Snape in Harry Potter, Captain Kirk in Star Trek (although it was pre-Kirk), and Dennis Farina — only did a whopping $4,628,553 at the box office.

Meanwhile, Sideways did $109 million.

It also made Pinot more popular than it ought to be.

(In my humble, but snooty opinion).

And, it destroyed Merlot’s commercial wine appeal, for many years, too. (One of the local Oregon wineries I frequent said they had to change the name of their Merlot after the movie came out — and then sales went right back up, such was the stain Merlot had on it).

The reason Sideways did so much better?

I believe it’s because it wasn’t “about” wine.

It was about something quite different.

And, it has a lot to do with what King of Content is.

And guess what?

One of the things I teach in the May “Email Players” issue is what this king of content really is. And, also, a 15-word question to ask yourself before writing any piece of content to make sure you use it to stick out like a fart in a library (but in a good way) over and above everyone else in the inbox.

It’s not about benefits.

It’s not about giving more value.

And, it’s definitely not about having the most how-to hard content.

It’s about something else altogether.

And, if there is one thing you can do in your emails (and anything else you use to sell with — podcast, webinars, speaking, social media posts, articles, books, courses, programs, sales letters, etc) to run right over the people you compete against (including people with more “star power” than you in your niche, and who have more knowledge, loads of experience, better positioning, etc) it’s this.

This 15-word question has created miracles for my sales.

And, I suspect it’ll do the same for you.

The May issue is going to the printer in a few short days.

To make sure you get it in time, grab your subscription here:

www.EmailPlayers.com

Ben Settle