Ben Settle

“Email Players” subscriber Jake Lunniss partakes of elBenbo’s evil fruit, and prefers it to the rotten guru vines:

“…four years ago I started an Infusionsoft consultancy, and after 18 months had the largest Infusionsoft company (called “Benelds”) in APAC. We sold almost 1000 apps, had about $120k a year in commissions, and for reasons I’ll go into if you’re interested, I was fat and miserable. In April I picked up my mat and ball and jumped ship. I left the company with my ex (who I also ran the business with, and also left), along with all the commissions, customers, employees and revenue.

All I took with me was an old, cold, contact list.

I’ve been shouting for years that the most effective way to make sales is with direct email, and a question I get more times than I can remember is “how often should I email?” People always want to hear “Wednesday at 11:03 is the #1 to convert a sale…”. My glib answer was always “as often as is necessary” or “every day. No one will care until you get boring”. 

I chanced upon your daily email one day, and it struck a chord. Here was someone who actually emails every day.

I also like that you slam gurus and every fucktard with a facebook ad. In my Infusionsoft world  has a loud voice, and I loathe the way he teaches people to email. So I signed up, partly because I love the bagging that the gurus get, and partly because I learned so much from the free emails that I felt you a) deserved it (see, reciprocity is a thing), and b) like everyone else, if I can make money writing an email a day, I’ll be happy with that.

So, onto that B2B thing. I’m a consultant: I don’t have products to sell. So I made one up. The audit. Really it’s just a consult people pay for, that most consultants do for free as the sales process.

How many have I sold? One. But I’ve also picked up some consulting and implementation clients, none of which would have happened if I hadn’t been emailing every day. 

When I walked away in May I had $1k and nowhere to live.

I just got home from a month holidaying the US, moved into a new apartment, and have $15k in savings. I still have no idea how I managed to pull that off in 3 months. But the emailing definitely got people talking – talking about me, what was happening at Benelds, I got offered a full time job, and people who I hadn’t spoken to in years got in touch. Relationship building 101, hey.

Now it must be said – results not typical etc – that I’m already well known in Infusionsoftlandia. I was on a committee there, represented at three ICONs, and have been a loud voice for years. My product knowledge is second to none, and I can command a high price. But this list was stone cold, and I genuinely left with no money and no safety net. With the way the business had developed, I’d been out of the game for a while.

Every day I would get replies to my emails. Some simply words of affirmation and support (which, when you’re in the swing off a full-blown midlife, is nice to get), others enquiring about services, others challenging or questioning my content. I introduced a “pre-order my book” in the most recent emails and have sold at least one pre-order ($47, not cheap, no “limited offer”, just “buy this if you want”) every time the link has been in an email.

There were a few unsubs in the beginning, but they quickly settled down. Open rates have been consistently above 30%. CTR, where has been a link, has been consistently 25%.

. . .

Thanks for doing what you do. There’s every possibility that your method is the main reason I’m still eating.”

There was actually quite a bit more from Jake.

(He was writing me originally to tell me how he used my system for B2B purposes.)

But, you get the gist.

Anyway, all this hoopla I write about is real.

It works.

And, it can work for you, if you work it, and if you have a list and an offer.

The October issue goes to the printer in less than 4 days.

Here’s where to get it, while you still can:

www.EmailPlayers.com

Ben Settle

“I sell eCommerce – how is your email methodology going to help me??”

The above is a variation of a question that rolls in and out of here every now and then. Not every day. But, often enough where I’ve decided to address it in an “Email Players” issue. In fact, the October “Email Players” issue has an eCommerce marketing plan laid out for you (in less than a page — it ain’t complicated at all) on a golden platter being used by one of my subscribers now with ridiculously great success, probably scaring the hades out of any competition watching him rise through the ranks.

It’s ridiculously simple, too.

Which is probably why so few eCommerce people do it, opting for complicated instead, because funnels or whatever.

In fact, true story:

A while back, one of my marketing pals was telling me how they spent a small fortune to learn how to implement continuity with their business. Apparently, he spent a few days and a ton of money to learn what he did. And, while I didn’t have the heart to tell him at time… pretty much everything he told me he learned can be found in a $3.99 eBook I sell on Kindle. (Which is far more an indictment of me than anything, I have clearly been grossly under-charging for my information over the years — something I’ll be remedying in 2018 and beyond.)

Anyway, back to eCommerce:

It goes to show what I’ve been saying for years:

eCommerce, B2B, MLM, getting freelance clients, brick & mortar businesses… all these businesses that are supposedly different or whatever — at the end of the day, it’s just simple direct response marketing.

You build a list and mail it.

You mail those buyers other related stuff.

And, if you have an especially big eCommerce product line (like the “Email Players” subscriber whose marketing plan I share in the next issue) you simply do it how he does it, and you’ll be just fine.

That’s all I got for today.

The October issue goes to the printer in 4 days.

It’s a great jumping on issue for newer people to my world, especially.

Here’s the link:

www.EmailPlayers.com

Ben Settle

Once upon a time, a girl in a bar almost threw a drink in my face.

Now, almost one year later, she is using my wicked ways to grow her business. In fact, “Email Players” subscriber and freelance copywriter Mandy Marksteiner happily proclaims:

Earlier in the summer I applied for the NM Marketer of the Year award being given by the Albuquerque Power Circle (a direct response marketing group). The biggest thing that I did for the application was print out all of the emails that I sent to my list, and put them into a big binder (it was 275 pages) and make a cover. Anyway, I just found out that I am one of the finalists and so I’m going to give a presentation about my emails to hundreds of business people. I don’t know if I would have even applied for the award if I hadn’t been brainwashed by you.

And then, not long after, she reports what happened:

Hi Ben,

Just wanted to let you know that I did not get the award, but I did get some calls after the presentation, a bunch of people joined my list and I got interviewed by a college student who works at the newspaper. I decided to turn it into an opportunity. I’ve been writing emails about the other presenters… explaining what marketing systems they put into place and letting my subscribers know that I can help them make something similar.

During my presentation I mentioned your idea… turning people’s problems into villains and writing about them in the emails. One person in the audience said that she found that really helpful.

As I told her, awards are usually not won by the best.

(Most often, it is butt-smooching and PC that wins awards, not results.)

What’s more important is this:

My methods go far beyond just making sales with email.

The other business deals, connections, market place positioning, possible speaking jobs, client gigs, potential joint ventures, etc that people tell me come from being in the paid version of my Horde (my “Email Players” subscribers) and implementing what I teach make up one long, but distinguished, list.

The October issue goest to the printer in just a matter of days.

To get in on it in time, go here today:

www.EmailPlayers.com

Ben Settle

Recently, I was reading an old issue of Dan Kennedy’s NO BS marketing letter (February 2012), and he said something that perfectly sums up the entire game of having a business and life on your terms, beholden to nobody, and the peace of mind possible from such a situation.

It’s 4 simple secrets.

(That aren’t really secrets, but I daresay less than 1% do them all.)

And, they are the playbook for how to win the entire business and lifestyle game.

Anyway, here they is:

1. The marketing secret — Abundant lead and deal flow (so you never rely on one client, lead, customer, etc — proving there is safety in numbers, since you pick and choose who you sell to and work with, and never have to beg, hunt, or cold prospect)

2. The professional secret — Having a marketable skill you’ve mastered and specialize in (something that only comes from years of hard work, grind, and doing the things nobody else is willing to do, not simply verbally vomiting out some edgy sounding profanity on flakebook and declaring you’re the best at what you do because you heard that’s how you should do it)

3. The financial secret — Having zero debt, with plenty of savings in the bank, free from the hamster wheel and status signaling pretty much everyone else living in America is stuck on and always vulnerable, missing opportunities left and right as a result

4. The most important secret — The willingness to make a decision and see it through

Dan says this is the most valuable of the secrets.

And, it’s not hard to see why:

How many people do you know (yourself included, Chuckles) have made decisions to go after a goal (business or otherwise) only to quit, with the usual gaggle of excuses standing by on the tip of their tongue to tell yourself and the world, months, weeks, days, or even hours earlier?

Reminds me of the definition of character:

Following through on a decision long after the excite of the moment has passed.

Goes for getting rid of that spare tire around your waist.

Or quitting a vice holding you back.

Or being a better friend/parent/business partner.

Or, yes, sending out daily emails to sell your products and services.

While I am not the expert on all those decisions, it’s the last one — sending emails that bring in abundant business, leads, clients, and customers every time you push that “send” button — where I shine. And, I have a huge line-up of testimonials with result-based stories (not empty, meaningless, result-less feel-good testimonials about “gee, my opens went up!” without any mention of sales) that I regularly display in my daily emails each month to prove it.

Obviously, I can’t write the emails for you.

I can’t implement what I teach you for you, either.

But, I can be the little red-handled long underwear devil with pitchfork in hand perched on your shoulder, telling you what to do and how to do it — whether it be writing subject lines, persuasive body copy, or even structuring an entire business model around email.

Just like I did for someone I’m consulting now.

Enter the October “Email Players” issue.

It shows you exactly how I am helping her:

• Bring people in where you only are dealing with people very likely to either want to buy, or can be sold easily via daily emails over time
• Structure a quick product (continuity based) off her unique market positioning
• Create a back end of products/services based off that positioning making it nearly impossible to knock her off

It’s a horrifyingly simple email-driven business plan anyone can model regardless of what you sell.

And, it’s only in the special Halloween edition October “Email Players” issue.

It goes to the printer soon.

If you want this, best subscribe before then here:

www.EmailPlayers.com

Ben Settle

Reader Mark Asher says:

Ah, so you’re an INTJ. That explains a lot.

Especially as, besides Batman, nearly every fictional INTJ is a villain.

It’s also likely why I like you because I’m in the exclusive INTJ club too.

On another note, I’d like to thank you. By learning your techniques, using your methods, and even name-dropping you during a phone interview I’ve gotten one step closer to a direct response copywriting position in London.

I really want to be a copywriter and your work is genuinely helping me get there.

Few things:

1. I don’t out a whole lot of stock in Myers-Briggs (or, as some call it, “Myers Bullshyt”) — although I do think there’s a lot of truth to it, and much Value to the intelligent marketer who applies it correctly. But, much more important than the letters, are the attributes one has (and most people mistype themselves all the time — becoming Mary Sues and projecting what they wish they were and not what they really are).

2. I am not so sure Batman is an INTJ (other than the Christian Bale version) since he is comfortable in chaotic situations.

INTJ’s?

Not so much.

We like to create the chaos, distracting our enemies with trifles while carrying out our real plans. We like order, and predictability, and proactivity to make things work the way we plan them, which means making others dance to our tune, while Batman is very much more reactionary, dancing to the actions of his Rogues Gallery.

He’s not as reactionary as other super heroes, true.

But, reactionary he is.

That’s simply the plight of any hero, that’s the job:

To react.

3. I used to be shocked when people got clients by dropping my name.

Now?

Not so much.

In fact, just this week a client reached out to me wanting to hire only an Email Players subscriber, and nobody else. Wasting money on lame the “Nurture” sequences, good-will emails, and doing all the things but selling other email people teach from the stage to the marketing proles tends to cut into profits for real businesses, after all.

All right, enough for today.

On to the business:

The October “Email Players” issue is in the bullpen now.

To get it before it goes to the printer, go ye here today:

www.EmailPlayers.com

Ben Settle

A while back I saw a marketing consultant on Flakebook talking about refunds, refunders, and all things refunding. Apparently, the consultant cringes every time someone says they’re worried about being scammed by refunders. The logic being, if your product is good people will want to keep it.

Predictably, all the marketing proles agreed and cheered it.

Only problem was, the consultant was dead wrong.

This is why I always take a consultant’s advice with a grain of chili pepper. They are, after all, the people who can show you 300 ways to have the secks, but can’t get a date for themselves on Saturday night.

Case in point:

I’ve been selling informational products for almost two decades.

And, in my experience, and in the experience of almost everyone I know who sells information (i.e. not consultants, employees, or freelance copywriters who work for info-marketing clients, but those of us who actually process the orders with our own merchant accounts, deliver our own products, pay for our own advertising, deal with customer service, have our names attached to the brand, etc) anyone who refunds a *quality* product knew they were going to refund when they bought it. Or, at least, they had it in their mind to — especially around Christmas, when they want to be able to afford a new PlayStation for little Tommy or whatever.

Which brings me to the point:

You can’t Value a refunder into not refunding.

If you sell to a serial refunder, they are not going to magically not return it just because it’s the best product ever created on the subject. Their rationalization hamsters will spin and spin and spin until they justify their decision.

Best advice I ever heard about this back when I used guarantees:

If someone asks you about your refund guarantee, don’t waste time answering.

Simply delete them from your list.

And, blacklist them from your shopping cart.

I still do this if I’m selling someone else’s product.

Few years ago, I remember an “Email Players” subscriber refunding Brian Kurtz’s Titans Of Direct Response product which I sold as an affiliate. I immediately cancelled his subscription, blacklisted him in the shopping cart, and said I’d do no further business with him.

I refuse to reward bad behavior.

Too bad so many marketers do…

All right, enough.

For more on my (all sales final) “Email Players” newsletter go here:

www.EmailPlayers.com

Ben Settle

Reader Sanjay Pande sets the Internet straight on what it really means to be a “guru”:

The word guru is from sanskrit and doesn’t translate well to English. “gu” is darkness and “ru” is remover. It is usually associated with either the spiritual or knowledge or both and signifies someone who can help remove the darkness. It takes a “teacher” a long time before they’re accorded the status of guru. The presence of any ego or hubris of knowledge automatically disqualifies them as they’re still considered to themselves be in the dark.

But, then again you’re talking about gooroos, who are different anyway.

Which got me to thinking:

I am not in the business of teaching email or copywriting, I am in the business of being Ben Settle. That means, by default, there’s a lot of ego in my business, a lot of irrational self confidence in my business, and, dare I say it… a lot of darkness in my business as far as the term “guru” goes.

If I tried to call myself one, I’d be a fraud.

Here’s what else this means:

If you are going to use my non-guru email ways to build your own business, with your own personal brand (which I do), you can’t be a guru, either.

Why?

Because you, too, will be in the business of being you.

(And not behaving like your favorite Internet tough guy or boss lady or whatever.)

Anyway, I’ll end this email with this:

The October Email Players issue contains a very simple business plan of action I’m consulting one of my subscribers on now. It is heavily positioning based. And, heavily brand based, as well (via using my email methodology).

It’s a great “jumping on” issue for people new to my world.

Here’s the link:

www.EmailPlayers.com

Ben Settle

Recently, I was forwarded an email from a copywriting coach talking about how great a “writer” they are, and, presumably, that’s why you should listen to them.

Talent is all well and good, that an a quarter will get you a gum ball, if nothing else.

But, you don’t have to be a great writer to make lots of sales.

In fact, I’m the first to admit I am not a great “writer.” (If you’ve seen my novels this is obvious — riddled with typos, grammar problems, you name it.)

But, luckily, I don’t need to be.

Why?

Because in my experience, what’s more important is the ability to create vision. If you can do that, your “writing” can be below average and you’ll still have people scrambling to buy from you. This is straight from the late, great, master of negotiation Jim Camp — called the world’s most feared negotiator by his adversaries (including negotiators at Intel, who, I hear, have some of the toughest negotiators in the world). And, it’s something I’ve used for years to write long running ads in hyper competitive markets (like home business, self defense, golf, etc) overrun with better writers than me. It’s also how, for example, I showed one of my “Email Players” subscribers how to go from making $0 in December (the slowest month for his business) to doing over $100k in a December. Had nothing to do with writing talent, it was simply creating vision the way I taught him.

Back to Jim Camp… his big teaching was:

“Vision drives decision.”

What that means is, until somebody has a vision and gets emotionally connected to your copy, they won’t make a decision to buy from you. They really can’t make a decision to buy because all decisions are made on emotion.

(Yes, even the decision to be rational is an emotional decision.)

Anyway, the trick ain’t becoming a great writer, which not everyone can learn.

It’s becoming great at creating vision, which anyone can learn.

And, guess what?

In the October “Email Players” issue, I’m including a bonus training that explains how to create vision in your emails, sales letters, social media, videos, or any other media you use, with no writing talent necessary.

Vision is the key to the whole game.

And, hardly anyone does it, much less can teach it.

Here’s where to subscribe before it goes to the printer:

www.EmailPlayers.com

Ben Settle

Recently, the esteemed A-list copywriter Bob Bly wrote on facebook:

“When I was a kid in the 50s and 60s, a “guru” was someone who wore a robe, had long hair, lived on a commune, and was followed by people who wanted to hear his message of peace, love, and being one with the universe. In the 70s and 80s and 90s, it was someone like Tom Peters who wrote best-selling business books and earned $30,000 an hour speaking on the corporate lecture circuit. Today a guru seems to be someone who curses like a sailor, goes to any extreme to seem edgy and cool, has an ego the size of a humpback whale, and wants to extract thousands of dollars from you by getting your credit card number to sell you an outrageously expensive course, “training,” or mastermind group membership teaching how to make a million dollars a week in info marketing, copywriting, coaching, consulting, small business, or maybe option trading. Am I the only one tiring of this new generation of brash, loud, conceited, egomaniacal gurus?”

I tend to find these Internet tough guys rather amusing, too.

Mostly because they think they’re special, but they’re really just typical.

And, while I know a few guys who admittedly can pull off the whole vulgar-for-the-sake-of-it thing (who were all doing it before it became trendy, it is simply their personality), the vast majority simply look like the insecure 13-year-olds in school swearing, spitting, and smoking to look cool and get attention, while gagging and hacking at the bus stop.

More:

Maybe it’s coincidence.

But, a lot of the Internet tough guys I know are astonishingly weak people. And, the Internet tough guy act, repeating the tired “I give zero fugks” mantra, and pounding their chests at how bad ass/lady boss/full of tigers blood or whatever they’re rationalization hamsters have convinced them they are, are gimmicks to try to hide that weakness, neediness, attention-deprivation, and insecurities about how good they really are (or, rather, aren’t) at what they do.

What do I mean by weak?

For one, weak-minded.

If you don’t believe me, watch how many publicly brag about their vices, like badges of honor instead of something they should probably get help for.

Also, weak emotionally.

Simply observe how emotional and easily angry they get over anything and everything, knee-jerkedly block anyone on flakebook who dares question them, and melt down into a angry-pushup rage if someone calls them out on their nonsense.

And, sometimes, even weak in their presentation.

For example, if you meet them in person, take note of how they look compared to how they present themselves on social media. The bigger the spread between how they look in real life vs how they look online, the more amusing it is to witness.

Does this make them “bad” people?

Not at all.

It simply makes them flawed human like the rest of us. They just happen to be humans completely at the mercy of their insecurities and emotions. If they fix that up, they probably could be closer to the characters they play on flakebook all day.

Anyway, on to the important stuff:

One of the main things I teach in my “Email Players” newsletter (and, especially, in the “Email Players Playbook”, which comes with your subscription), is to inject your personality into your emails.

But, not fake Internet tough guy personality.

And, not some guru or boss lady’s personality.

Only your personality — which, like a fingerprint, is unique to you and only you.

Why try to be something you ain’t?

Whatever the case, my method lets you do it in a way where people look forward to reading your emails and, if you have the right offer for them, look forward to buying from you.

More details here:

www.EmailPlayers.com

Ben Settle