Ben Settle

One of my most prized possessions (and, arguably, one of the best “info products” on how to create world class marketing) is a documentary on DVD called: “Mutants, Monsters, And Marvels”.

It’s where filmmaker Kevin Smith (of Clerks fame) interviewed Stan Lee.

Don’t know who Smilin’ Stan Lee is?

He’s the guy who put Marvel Comics (and, one could make the argument, the entire comic book industry) on the map. He (and the artists he worked with) created everything from Spiderman and the Incredible Hulk… to the Avengers and Fantastic Four… to Dr. Strange and Daredevil… and everything in between. It’s no exaggeration to say this man’s mind was responsible for tens of billions of dollars in sales over his 95 year old lifespan.

The man is simply a genius.

Anyway, he also created the Silver Surfer.

The Silver Surfer is a cosmic being, who used to be a herald for another cosmic being called Galactus, who eats entire worlds.

Which brings me to the rub:

Stan Lee said he created the Silver Surfer to be able to talk about philosophical ideas and concepts that were too heavy for his other titles. Not that he got super deep into anything. But, the character served as that kind of creative outlet for him. And, while a lot of marketing minds much smarter than mine insist nobody is going to shell out money to buy philosophy, I have found over the years you can use philosophy to make people more likely to buy from you and hit a nerve if you do it right.

Key phrase is if you do them right.

Most people sound like boring college professors when they try to do it (come to think about it, most emails period sound like boring lectures…)

But, yours won’t.

That is, if you turn to 15 of the coming March “Email Players” issue.

Inside that issue I show you not only a real-life example of how to do this, but also how to write one (or several) yourself, to make more sales.

The March issue goes to the printer in 2 short days.

To subscribe to this bad-boy before the deadline, giddy-up on over to this link:

www.EmailPlayers.com

Ben Settle

“Email Players” subscriber and psychologist Dr. Stephens PhD credits elBenbo with a recent attitude tune-up:

I’ve been a subscriber to Email Players for a year or so, and to say you have changed my attitude to my business is an understatement…Recently one of my clients told me that her medical practitioner tried to talk her out of seeing me because I was too tough.

A year ago that would have worried me. Now it pleases me.

Even your Villians book pleased me, and I’m an old lady.

If it wasn’t for you I would be setting my new business up to please the mushies. And feel unsatisfied and frustrated doing it.

Can’t say I am surprised.

A lot of good things start to happen beyond just the sales with my methods.

It’s a whole new world out there.

And when you subscribe to Email Players (and apply it), you enjoy it a helluva lot more.

The March issue is going to the printer in 4 days.

To get it in time, go here:

www.EmailPlayers.com

Ben Settle

Following is a tip that’ll horrify the copywriting poindexters screaming about how emails must have “VALUE!” in order for anyone to buy.

Here’s the scoop:

One of the things that can make you a lot of the green stuff fast is blatant pitching. I’m not saying to do it every day. I’m not saying you should even do it very often. But, a blatant pitch can make you a lot of sales — and, make them very quickly.

That’s the good news.

The bad news?

If you do it wrong, it will make a lot of people ignore you and stop wanting to open your emails, much less look forward to reading them and wanting to buy from them.

That is, unless, you possess the upcoming March “Email Players” issue.

Turn to page 13 and you’ll learn the big secret behind writing blatant pitch emails that not only make you quick sales, but also are done in a way where people not only don’t mind getting them, but will be happy to read them, and want to buy from you.

It’s a little ditty I learned from the late Jim Straw.

He sold a lot of biz-opp type stuff.

But, his emails were literally (other than one content-filled email the first day of every month) pure sales pitch.

No trying to hide it.

No trying to make it look informational.

And, no apologizing for it.

Nor did he need to.

Why?

Because he did what I’m going to show you in the March issue, which you only have 4 more days to subscribe to in time to get it.

Here’s the jolly ol’ link:

www.EmailPlayers.com

Ben Settle

Recently, I got to pondering about how to use email to build a freakishly strong bond with your email list (or, in any other media you use to sell in — video, social media, whatever.)

For me, all roads lead to building & strengthening the relationship first.

And, all other things, come second to that.

Like, for example, claims, benefits, facts, copywriting choke holds and tactics, even proof & credibility — I believe those things exist to serve the building and strengthening of the relationship, and not the other way around.

All those things are fine and dandy.

But, only if they’re building the relationship.

(If not, they’re just there to stroke the writer’s own ego and impress the copywriting fanboys.)

The reasons for this are because the tighter your relationship with someone is, the more they will trust you, and, when ready, buy what you’re selling if it’s something they want and can pay for.

Anyway, here’s why I bring this up:

I decided to slip a special report into the March “Email Players” issue called:

“Ravings Of An Adman!”

These are stream-of-conscious mini-topics (a few pages, give or take) I’ll be inserting into issues whenever possible henceforth. Not enough inner-madness to build an entire issue around, but still highly Valuable, quick to learn (and implement), and straight from the asylum of my mind where I’m always thinking about email, marketing, copywriting, influence, and persuasion. To kick the series off, the March issue will include one about building a relationship so strong with your list they’d (figuratively…) help you bury a body, if you asked.

It’s some extremely profitable info.

And, only “Email Players” subscribers will possess it.

To to get it, be sure to subscribe before the looming deadline here:

www.EmailPlayers.com

Ben Settle

“Email Players” subscriber Christine Hanson sees first hand the power of never rewarding bad behavior:

Got my first EP as you know from below. I wanted to take action.

One dance parent out of line (bad sportsmanship) and another from a month ago threatened to quit because I discontinued a perk from 6 MOS AGO.

And I’m all pumped up from EP newsletter.

I re-write the competition team policies and turn up the volume and basically go Dance Nazi 2.0 on them to address some of their recent crappy parent behavior.

“send” (secretly I’m a little terrified but decide to train my brain)

The results…

* The mom with bad sportsmanship signed the policies and found two emails to respond to (for no reason) with “thank you!!”

* The mom who threatened to quit called me twice to get reassured that I “wasn’t mad at her.” I told her I was old and gonna call it as I see it and want it. And I said, I can do what the public schools can’t to stop parent crap. She laughed and said if she’d sent the same letter to parents as I had, she’d have been fired.

* A mom who just yesterday was late with a payment and we made her pay a late fee wrote a glowing email praising our services.

* A gossipy momma-drama drummed up two pointless emails just to be sugary sweet.

So appreciate, Ben.

I’m sending you virtual hugs.

Then, she sends an update keeping me in the loop on further success:

a. After Feb EP (my first as you know) I created for prospective clients this hardcore “you have to tell me why you want to be at my dance studio” and we don’t take just anyone and then in Ben style I call out the troll-entitled behavior of some newbie behaviors that I’m now screening against. Got an inquiry about class. Sent my new policy with “answer these questions” and why do you want to be at my prestigious studio? The mother LOVED it, answered everything and begged to get accepted. You, sir, are a gift from above (at least for me). I told my staff to send it out from now on.

b. Following your podcast advice, I responded to the Dr Steve opening with a sample copywriting email and he’s asked to talk to me. Do you want to see what I wrote?

That’s my fangirl for the day.

There’s a lot of lessons packed in her testimonials anyone can use.

(I hope you caught them all…)

Anyway, your milage may vary.

But, it can be a bit hair raising following my unruly ways.

And, in many cases, once people get over the initial resistance, and do it, and see the results, they not only don’t mind it, but learn to welcome it — because it often means more sales for ye olde piggy bank.

All right enough of this.

The March “Email Players” issue goes to the printer soon.

To get in before the deadline, go here:

www.EmailPlayers.com

Ben Settle

Even fire-breathing heathens can use this email trick to make more shekels

Last year I found myself on a Michael Heiser kick.

If you don’t know who he is, that’s not all that surprising. Basically he’s one of my favorite Biblical scholars, and the Academic Editor for Logos Bible Software. Anyway, I read a few of his books and listened to a bunch of his teachings and, something he said applies so perfectly to direct response copywriting, email, etc that, if I wanted to be a drama king, I’d say it’s almost downright supernatural.

But, since there are a bunch of heathen reading this, I won’t go there.

(You are so welcome!)

But, where I will go, is to something he said about the Bible that, when you consciously apply it to your emails and other copywriting, you should see a fat increase in ye olde pot o’ gold. (In fact, when I thought about it, this one thing has been responsible for more email sales than anything I’ve ever done.)

What I am talking about is, quite simply, Bible prophecy.

And, specifically, something he said about the nature of it.

Now, I don’t have any hard numbers.

But, I will hazard a guess that billions of dollars have been generated collectively selling Bible prophecy-related books, audios, videos, seminars, to churches that love talking about it, and even using it to predict certain investments. Not to mention all the tithing that goes towards churches that focus on prophecy. And, one of the main reasons (if not the main reason) so much dough has been thrown at these things is not only human nature wanting to know the future… but because, as Mr. Heiser said, Biblical prophecy is:

“Ambiguous by design”

What he meant by that is this:

Bible prophecy was purposely left vague and ambiguous.

Despite everyone supposedly knowing what each prophetic passage means (get 10 people reading a single sentence of a prophecy in Daniel or Revelation, and you’ll get 10 different versions of “THE TRUTH!” and a link to the site of their favorite Bible teacher from them), nobody really does for sure.

And, it’s written that way on purpose.

Okay, so what does this have to do with your emails and copy?

And, how can this little ditty enrich you with more shekels?

That, my fine feathered little leprechaun is in the March “Email Players” issue. And before you even ask… this secret has nothing to do with making predictions (which is another powerful marketing concept, for another day).

This is something completely different.

Something I don’t think people really understand or use properly.

But you will.

That is, if you are subscribed before the deadline and do exactly as I command in the next issue to tap into something used by the highest-earning sales letters, emails, and other marketing in history.

She goes to the printer shortly.

Subscribe her in time, while you still can:

www.EmailPlayers.com

Ben Settle

One of the most profitable lessons I ever done learned was from the great Paul Hartunian (the New Jersey publicity guru who used the media to literally sell the Brooklyn Bridge for $14.95…) about the power of claiming a title.

I cannot even begin to do it justice how profitable this is here.

But, I will say this:

When it comes down to two or more people battling it out for positioning, the one who’s often perceived as “best” is the often the one who claims the title.

The only caveat is, it has to be based in truth.

Example:

For the Golf business we’ll be launching soon, I fried up the title: “Most Connected Man In Golf” for Marty McDonald (the founder, brainchild and “face” of the company) — because he’s super connected in the industry, and definitely far more connected than most — even though there’s probably some Executive Assistant to a Tour Player who literally does know everyone in the game.

But, Marty has claimed the title.

The result?

Will be more influence, access, customers, sales generated, businesses wanting to JV with us, better deals, more relationships with golf courses and destinations, and the list goes on.

Anyway, the point of all this drivel?

If you haven’t claimed a title, what are you waiting for?

You can literally grant yourself more influence via giving yourself a title in 3-seconds if you want.

And, let’s face it — that title ain’t gonna name itself, Chuckles.

Now, for the plot twist:

In the March “Email Players” issue (on page 6) I show you an example of how one of the most powerful people in the world uses a title (in a completely opposite way than I just showed you) that can not only help you get more sales, but also polarize people into either loving you or hating you (which is, mush cookies who always want to be “liked” notwithstanding, the ideal situation — polarization = influence).

It’s a very short part of the issue.

And, a lot of people don’t have the stones to apply it.

But, the few who do, make out like bandits.

To subscribe in time before it goes to the printer, go here:

www.EmailPlayers.com

Ben Settle

Many years ago I remember reading an old (late 2002 or early 2003) issue of Dan Kennedy NO BS Marketing letter, talking about the late E Joseph Cossman after he joined the choir invisible.

Cossman is an actual “legend” in this business.

And, there were many lessons to learn from his way of doing business.

The most Valuable (for me, anyways) that Dan Kennedy talked about was Joe’s commitment to doing what worked. Specifically, he would find something that works in his marketing and would use it over and over and over again with (as Dan put it) “zealous adherence, no deviation.”

This is contrast to most entrepreneurs these days.

Very few people have the self control to do what Mr. Cossman did:

Find what works, stick with it, and keep doing it over and over again.

(Regardless of opinions, lack of excitement, or new technology, etc.)

Instead, they enter the goo-roo casino on Flakebook, see the bright, shiny lights and loud noises, and are instantly distracted, change things that work because [insert name of their favorite goo-roo] does it, and then lose whatever momentum they had to begin with that probably would have taken them far.

Anyway, what Dan Kennedy talked about stuck with me.

And, has acted as a loyal guide when building my own business.

In fact, this idea of finding something that works, then doggedly sticking with it is mandatory if you want to profit from what I teach inside my “Email Players” newsletter. The “hard” part is never the implementation. That part is actually very easy, is fun, and works quickly. No, the hard part is not getting distracted by the brainiacs on Flakebook piking yet another Internet marketing prole-bait method for doing things, that may or may not even work for the goo-roo piking it, and certainly won’t work in conjunction with anything I teach.

This is why I advise people without discipline not to buy anything from me.

I’d rather they haunt someone else.

On the other hand, it’s perfect for people who understand the Value of consistency.

If that’s you, my newsletter might be a good investment.

Or, maybe not.

There are other reasons people shouldn’t subscribe.

And I write about a few more of them here:

www.EmailPlayers.com

Ben Settle

Long-time customer Morten (last name withheld by request) sends me the most Romantic Valentine’s Day present I could ask for — a live, wriggling example of how good-will emails break bank accounts:

…when I worked for the b*tch who copied your freebie as a bonus chapter for a book she (still) sells…

…she had me do a good will autoresponder of like 12 refurbished (but old) emails, and said I couldn’t put a sales link in the first 5-6 emails, because good will.

Result?

Hardly any sales from any of the autoresponder emails at all, not even the onces with sales link.

Shortly after that she created an autoresponder course in which she bragged/lied about how her own autoresponder sold like crazy.

And I was like…

What?

Why?

Why not just put a sales link in from day 1 and see the difference?

But she was in a hurry, so she just lied.

Now people are copying her stupid system, not knowing why it doesn’t work for them.

Bullshitters gonna bull

Thanks again for teaching me the real thang.

Just goes to show:

Crime doesn’t pay.

And, neither does following a criminal’s (i.e. people who plagiarize) marketing.

In fact, his email is proof-positive that:

Stealing content is will hurt your bottom line. Swiping emails (how do you “swipe” a personality?) will hurt your bottom line. And, yes, sending good-will emails will hurt ye olde bottom line. I know, I know… [insert name of your favorite guru] told you to do this from a seminar stage or whatever.

But, the proof is always in the doing.

Anyway, I’ll leave with this:

In my “Email Players” newsletter I don’t teach good will emails.

But, I do teach how to write emails that generate good will while selling.

And, this is especially true for the March issue.

Subscribe here, while you still can:

www.EmailPlayers.com

Ben Settle