Ben Settle

  • Book & Tabloid Newsletter Publisher
  • Email Supremacist
  • Alt-Copywriter
  • Software Investor
  • Pulp Novelist

Double Your Sales With Email

World Leader In Email Copywriting Education is Giving AwayTips For Doubling Sales With Email Right Now

Use the form below to open his daily email tips and a free digital copy of the prestigious $97/month “Email Players” newsletter…

Your Daily Email Addiction

First, let me be 100% crystal clear about something…

I’m a huge and extremely loyal Dan Kennedy fan.

He’s easily one of the greatest marketing minds of our time. And his teachings have changed my business in more ways than I can possibly count, and continue to do so probably more than just about anyone else currently. People who possess the September 2019 “Email Players” issue know this better than anyone, as it has an entire insert dedicated just to him.

So yes, I am a Dan Kennedy fan.

But, what I’m not, is a Dan Kennedy “fanboy.”

Dan Kennedy fanboys – like all fanboys – don’t think for themselves.

All they do is quote.

In this case, they can only quote:

“Dan Kennedy says…”

Like Brainy Smurf always saying, “Papa Smurf always says…” these blue light specials just quote, quote, quote, without context.

For example:

A few years back, a Dan Kennedy fanboy tried busting my balls – unsolicited advice, like they all give, and didn’t even cross his mind to ask questions for context and data first – about not offering a guarantee because “Dan Kennedy says…”, even though doing so had exponentially increased my overall profits.

Another example:

One particularly troubled Dan Kennedy fanboy nagged me about not using testimonials because, again, “Dan Kennedy says…” And, also again, it was unsolicited advice. But, if he’d bothered asking, he’d have known the ad he had heartburn about performed way better without testimonials whenever it was tested.

For a more recent and detailed example:

Last year another one went into Dan Kennedy fanboy mode after I switched out the old “Email Players Playbook” I used to give to new “Email Players” subscribers with the new “Email Players Skh?ma Book” — which (admittedly, and deliberately) breaks pretty much every rule I’ve heard Dan Kennedy teach about information marketing, product packaging, titling, and cover design.

In this one’s case, he declared I “devalued” it.

He also incorrectly assumed the new format saves me money and that’s why I changed it.

And then proceeded to complain about the font, the format, and even the title.

Then, still without gathering a single fact first, he started talking about his business and experiences — which was like comparing apples to dandelions — and how he used to talk to Dan Kennedy, and was told to turn his book into a 3-ring binder product, and his sales went up by millions.

All of which I have no doubt happened.

But, what the no doubt good-intentioned Dan Kennedy fanboy missed is this:

While the reasoning behind his product packaging was sound in *his* situation, it doesn’t apply to my business whatsoever.

The short story long of it was:

Many markets have a hard time paying for high ticket “books” that look mass market like you’d find in a bookstore (such as mine), since that makes them look like they’d be $12 books at Barnes And Noble, and people who respond to those kinds of offers tend to refund them in droves when they get them. However, I neither sell those offers, or to those types of markets, or with refund guarantees. Plus, I use email in ways hardly anyone else does (hint: they aren’t buying the “product”, they are buying me, which is a whole other lesson in and of itself) making the comparison to my business completely pointless and, frankly, silly.

To further illustrate why I found this part of his unsolicited critique so amusing:

At the time, my “Affiliate Launch Copynomicon” & “Copy Troll” books – both with slick mass market-like covers that supposedly don’t work (and, again, ironically, were designed by the great Kia Arian, who is the exact same graphic designer who Dan Kennedy hires for his graphic design work…) – are not only both several hundred dollars, but were two of my most successful launches in the history of my business.

Maybe those customers didn’t get the memo they weren’t supposed to value them…?

Afterwards, my Brand Barbarian book kicked both of them out of the top selling slot.

And, I can only imagine the candlelight vigil the little Dan Kennedy fanboy made about that cover — not only perfect bound and slicked up mass market-like cover, but oversized, and awkward to hold while reading probably, to boot.

Point is, he didn’t have an opinion as much as his opinion had him.

All of which was only made worse with his blind appeal to authority (i.e. “Dan Kennedy said…”)

Another amusingly ironic part:

While he was busy chanting “Dan Kennedy says…” while rubbing the belly of his Dan Kennedy bobble-head on his desk… he completely missed the reason why the new version of my book has been so successful, with “Email Players” subscription sales far higher than ever since swapping the books out… and with already more overall positive testimonials and feedback than the old “Playbook” version ever got. And that is because my entire re-design was inspired by, and in strict accordance with, a Dan Kennedy teaching I’d been implementing to have the biggest run of growth in my business’s 18-year history in those past 18-months.

Even more ironic:

One thing Dan Kennedy says (Lordy, now even I’m saying it…) is:

“All marketing dogma is bad”

And never to blindly believe it.

Which, of course, is what these Dan Kennedy fanboys do, even as they dole out their unsolicited advice without context, or bothering to ask a single question, first, in the name of Dan Kennedy.

Now, let me be clear about this again:

This email is NOT an indictment of Dan Kennedy.

I have nothing but the utmost respect and admiration for him, his teachings, his books, his products, and his impact on the industry, even pioneering many things the rest of us young’uns take for granted today. He’s a for-real “legend” in this industry, and it simply doesn’t get more high level than him. But, the reason I have even been doing all these things over the years that drives these Dan Kennedy fanboys batty with cognitive dissonance and paradoxes they can’t see right in front of them is precisely because I *am* strictly obeying one of Dan Kennedy’s teachings.

Speaking of which:

Not long ago, “Email Players” subscriber Ken McCarthy recommended a book by Dan Kennedy.

And, of all the Dan Kennedy books I’ve read, this is by FAR the best of them all.

It’s called “Almost Alchemy.”

And it’s like a “digest” of all his best info, in one short book.

I highly recommend.

All right, one more Dan Kennedy fanboy spanking before moving on:

When I announced I was no longer offering back issues to paying subscribers to my newsletter a couple years ago, a strung-out Dan Kennedy fanboy went into detail (without gathering a single fact) about what a mistake that was, even though my back end sales went up well over 500%+ when I ceased offering them. And in some months, back end sales are 1000% — not exaggeration — higher than even the best month selling back issues.

The paradox of how wrong these fanboys can be is as amusing as it is astounding.

They are true “secret gurus” (that I talked about in the October 2019 Email Players issue).

But, guess what?

This month I WILL be selling back issues to paying subscribers again, from 3/6-3/9.

And, doing it in such a way where I am literally giving issues away free.

If you are an “Email Players” subscriber, keep your eye on your email inbox (the emails will be coming from 1Shoppingcart, not Aweber, and may be more likely to show up in spam/promotions) next week.

If you are not a subscriber, I have turned it off in the shopping cart.

So if you suddenly try to subscribe, no need tell me there is a glitch or whatever.

The glitch is you not having subscribed when you had the chance, and being a small thinking procrastinator.

I will say this, though:

The April issue next month — already written — is like my 9th symphony issue.

It’s the best one to date out of 100+ issues, with the most valuable & need-to-know info I’ve ever learned, used, and published, with the subject being about building your own media empire.

Small thinkers and new product junkies won’t get excited by that.

Too worried about learning the latest useless email or copywriting “hacks” or whatever.

But there’s a reason why, while I AM an unrepentant email supremacist, I am far beyond just talking about “email” anymore, and have — for the past couple years especially — been focusing way more on mixing, matching, and most recently help building my own media platforms… and using them all in conjunction with each other, all compounding on each other… and, thanks to my business partner and former Navy nuclear engineer-turned-business-software-developer Troy Broussard , about to be positioned high atop my industry with what I believe the “new internet” is going to be.

And, of course, I will be bringing my loyal Horde with me.

That’s the April issue, though, which won’t be hitting mailboxes for another month.

I simply want to tease this now, so not a single procrastinator can say they weren’t told. But procrastination is a curable disease of the mind. And, later this month will be their chance to wise up and change their evil procrastinating ways.

Okay, that’s enough internet for me today.

If you want to get a small taste of what the April issue is about, simply go into the free Ben Settle mobile app and look for the video inside the “elBenbo TV” channel called:

“How to create your own media empire”

If you don’t have my mobile app, simply do this:

1. Opt-in to this website and get on my email list

2. Follow the link to the page in the “welcome email” (in the PS), and follows the simple instructions to get a username and password (if you try to be an overachiever and download the app in the Apple or Google Play store you will not be able to access it without a username and password)

If you have ANY problems with the app, or questions about it, do NOT email me.

Use the support email address on the page.

That’s what it is there for.

Funny story:

When an “Email Players” subscriber last month had some kind of problem accessing the app, and I told him to use the support email, that’s what it is there for, he got butt hurt and canceled his subscription.

And I couldn’t have been happier.

I am growing more and more impatient with dimwits like that.

If someone can’t follow a simple instruction, they have no place amongst the rest of my Email Players of the Horde.

Just like procrastinators don’t.

All right, enough.

That’s all I got for today.

Ben Settle

P.S. Soon I will have another mobile app JUST for “Email Players” subscribers, loaded with a ton of content nobody else will ever see, including content that is now on my free app you can still access for now, but won’t be much longer after I set the Email Players-only app up.

More on that soon…

Filed under: Business Building, inner game

Recently I’ve been reading Dan Kennedy’s new book “Almost Alchemy.”

And my favorite part of it so far is this:

“If you are guilty of such negligence, I’d like to kick you in the ass. You piss me off. If your business wastes opportunity like I’ve just described, when it files for bankruptcy, its demise cheers my heart. I root for your extinction.”

He was talking about lazy & willfully ignorant types who squander marketing opportunities.

But it reminded me of another group of blue flame specials I have a similar contempt for.


The skeevy IM’ers & contemptible new product junkies who I’ve banned & blocked from returning to “Email Players” after quitting or being kicked out, who try to fraudulently sneak back in on the sly.

In fact, they always fall into one of these 3 categories:

1. People not motivated or ambitious enough to use the info, but could use it, yet didn’t

2. People who were not ready to use the info, and were simply too dimwitted to do what’s necessary so they can use it – i.e., start building a list and find an offer to sell that list, which ain’t exactly rocket science

3. People who are simply too low IQ to use the info, so can’t use it

As for #1 & #2, they are self-explanatory.

But as for #3, the low IQ internet marketer types?

When I say they are “low IQ” and can’t use the info, I don’t mean they are literally low IQ people per se.

Probably, they are very intelligent people overall.

Some of them even well above average.

But, they demonstrably ARE low IQ when it comes to marketing.

These are the types of people who, as just one of many examples, get offended (even outraged!) that a paid newsletter like “Email Players” includes ads inside (currently, I am testing 3 ad inserts inside, along with an accompanying full sales letter, with each issue). In fact, they are so astonishingly low IQ when it comes to marketing, they completely miss the free marketing & copywriting education those ads are giving them. They also are the ones who will natter on about how there’s “nothing new” when they see fundamentals being applied in different ways (which I do a lot, ain’t nuttin’ sexy about anything I teach), but don’t do any of the things they supposedly know. Not implementing info they supposedly “know” is another big, flashing red sign of the low IQ internet marketer. As is when someone lets several issues pile up, unread & unused, due solely to their own lack of ambition & discipline to read a mere 17 pages per month (about half a page per day — which can be easily read on the toilet while pinching a loaf, if need be) that are designed to put more money in their starving little piggy banks… and then panic, think leaving to get “caught up” – instead of just sacking up and reading them – and coming back later will somehow magically fix their irreparably busted inner game at how success works.

Such is the plight of the low IQ internet marketer:

Too blind to see the abundant harvest before them, and too broken to do anything with it even if they did see it.

All that said:

As strong as my contempt for them is, I also pity them in some ways. Especially when the looming white collar depression hits in late 2020 or 2021. One can “get away” with being a new product junkie, being lazy, and not really doing much when times are good, the stock market is roaring, and unemployment is low, and people are buying. But when it goes south — and it will, what goes up always comes down — and wallets start closing, customers & clients become more discerning, and big tech platforms and merchant accounts start cracking down and tightening their rules… I hope for their sakes they can find a good, secure job that’ll accommodate their low attention spans & despicable lack of discipline or ambition.

Maybe they can learn to code…

All right, enough picking on the low IQ internet marketers.

There’s nothing I can do to help them, nor do I care to.

So let’s move on to the fun stuff:

The March “Email Players” issue is all about a secret way of selling and positioning your business that even raw & “wriggling” newbies can use to potentially command outrageous fees & pricing, and create loyal customers for life.

It’s very much an attraction by repulsion type of training.

And, I have always found, the more you reject, repel, and disgust the low quality customers who want to waste your time, buy on price alone, and project their emotional damage onto you and/or your offers… the more you automatically turn on the high quality customers & clients.

And the 10 methods I talk about in the March issue can help you do just that.

But, only if you’re subscribed by tomorrow’s deadline.

Here’s the link:

Ben Settle

Filed under: Business Building, inner game

I can’t say I ever watched the movie “The Secret” nor do I care to.

I find just about everything written about the so-called law of attraction takes a backseat to the law of repulsion (i.e., focusing NOT on attracting what you do want, but on repulsing what you don’t want…) And if you don’t believe me about that, then come closer and sit next to your pal & long-suffering daily narrator, and I’ll show you exactly what I mean with a real life story that says far more than anything you’ll see in some goosed-up movie designed to make the proletariat feel good about themselves.


Last year when I moved here to elBenbo’s Bluff by the sea, sitting here for 3+ months without high speed internet and having to read to entertain myself… I dug up all my old Wizard magazine (a magazine about comicbooks, comicbook creators, titles, the industry, etc) back issues.

It was an extremely profitable activity, too.

And gave me all kinds of ideas for product & book launches and campaigns.

And, I was reminded about why I chose to so aggressively focus on the law of repulsion in the first place, when I re-read an interview with comicbook writer Peter David and his wildly profitable run on “The Incredible Hulk” — which are some of the best comicbook stories I’ve ever read, incidentally. He basically turned the savage green hulk back to its original smart & crafty gray version Stan Lee created, pissing off the hardcore green hulk fans. Then he spent some 4 years building up the gray hulk, so the readers loved that version and were invested in his story… only to turn the hulk back to green and savage, then into a hybrid of all 3 personalities (Banner, angry dumb green hulk, smart gray hulk), showing Bruce Banner had multiple personality disorder due to being abused as a child.

Deep stuff for a mere “comicbook”, especially at the time.

Anyway, Peter David dropped a fat bomb of knowledge in the interview when he said:

“The people who like the book read it and recommend it to their friends. These people who are outraged by what I’ve done, pick it up each month to see how much more outraged they can get. It’s easy to find comics that bore you or don’t surprise you, but to find comics that royally piss you off is really difficult. Considering how many people complained about Claremont’s X-Men, I figured Chris’s secret was pissing people off.”


Like marketing poetry.

And when you realize how insanely profitable Claremont’s 17-year run on the “X-Men” was, you will especially see just how valuable a lesson that one paragraph is.

Also, one more thing:

I talk a little more about this story, and about some lessons from that industry I’ve used to completely baffle my scoffers & haters over the years, profit from them, and how you can do the same thing in the bonus “elBenbo’s Lair” insert in the upcoming March “Email Players” issue.

Fun times.

But only for those subscribed in time by tomorrow’s hard deadline.

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

Ben Settle

Filed under: Business Building, inner game

I once heard the late, great Earl Nightingale tell a story about how Walk Disney would decide which ideas to test and which ones to ignore.

The short version is this:

If 10 or more “experts” gave him the exact idea or advice for something, he would not only ignore the idea, but test doing the exact opposite! Such was Walt’s contrarian way of doing things. And, judging by the enormous sums of money his company and brand were worth then and are worth today, I dare say he was on to something.


I read a book a few months ago by Gene Simmons (singer of the enormously successful band KISS), that talked about his opinions of so-called “critics.”

And he has a similar contempt for the opinions of others.

In fact, had he listened to others’ opinions, he’d never have ran with a lot of his most profitable ideas. My favorite example being his outrageously priced book “KISSTORY” which no publisher wanted to touch due to the $152.00 — for a mere book about his band — price tag he wanted to charge.

So he self-published, instead.

And, at the time he told the story, that book had generated $12 million in sales.

Lots of lessons in that for info publishers.

Here’s another lesson, from the aforementioned Earl Nightingale:

“We all know the cynical type of individual who will laugh at this. I know them; you know them. But I don’t know one who could be said to be doing well, do you?”

Anyway, the point of all this?

There’s a lot of money in having contempt for critics, cynics, and experts.

And this attitude is absolutely mandatory if you want to use the info inside the March “Email Players” issue. Especially since, as you implement it — if your experience is anything like my own over the past 20 years — you will almost certainly get a flurry of unsolicited opinions from these types telling you not to do any of it.

Don’t say you weren’t warned.

Of course, none of this matters if you aren’t subscribed in time to get said March issue.

To remedy that sinfully gross error of negligence, go here today, while you can:

Ben Settle

Filed under: Business Building, inner game

True story:

Recently my woman was telling me an amusing account of how, at her mom’s Manhattan resale shop during the 2016 election, she saw some customers reacting via shaking & even crying at the mere name of Donald Trump being mentioned.

Yes, just saying the man’s name, she said:

“Caused grown women to visibly shake and literally start crying.”

She said it was one of the most pathetic things she’d ever witnessed, and she was not even a Trump fan. She also said her Millennial friends at the time were just as weak. On Facebook or while drinking their Pabst Blue Ribbon beers and $8 pumpkin spice lattes on the way home to their parents’ basements they posture and talk about being strong and independent… only to fold like a wet noodle after Trump got elected, for example, needing to take days off from work, school, etc.

I find it all rather amusing to think about.

And, it’s the one reason I am looking forward to Trump getting re-elected:

Simply to see all the internet tough guys & gals hold candlelight vigils.

It almost makes me wish I was still on Facebook just to witness it…

Speaking of Trump and riling up the sob sisters he so easily triggers:

Currently, I am reading his book “Think Big & Kick Ass.”

It’s quite the valuable read, and it’s especially interesting how you can observe Trump using many of the principles inside it on a near-daily basis. My favorite so far is his views on getting even with people, which is not only a way to harness negativity, but guaranteed to fill a big mug full of sob sister tears.

But getting even is just one of many ways to harness & profit from negativity.

I talk about a far more powerful way in the March “Email Players” issue.

Specifically, a secret, almost cartoonish way, to use raw, sob sister-triggering Negativity to potentially help give your business and your brand a prestigious kind of “preeminence”, where the highest quality customers, clients, and leads are more likely to be drawn to you, want to buy from your business (and quite possibly ONLY from your business), and be more eager & willing to pay you top fees and prices to do so — even if you’re a raw newbie fresh off the turnip truck, just starting out.

Yes, it takes time and patience, and ambition to make the info work.

Which means, most people should not bother with it. Especially those looking for “NEW!” when none of it is new, it’s just arranged in a way where it’s more applicable & accessible, even for the newbie.

Okay enough of this.

If you want in on this issue, time is short.

After the deadline, it’ll be too late, Pokey.

Here’s the link to subscribe in time, while you still can:

Ben Settle

Filed under: Email Marketing

About a year ago, when I still put videos up on YouTube and enriched its platform instead of putting them in my own mobile App platform and only enrich myself like I do now, I mailed a YouTube video I shot to my list.

And, an eagle-eyed reader observed a few hours later after I posted it:

Dude. This is not hate.

But I have to ask.

You are endorsed by some of the top people in the industry.

I found you through a course of Russel Brunson referring you and is see so many of the top people in your testimonials.

How the hell is it possible only 21 people have watched that YouTube video you send out 4 hours ago.

I would have expected a few thousands of views or at least a few hundreds. But 21 after an emails send out 4 hours ago.

I’m sure you have a good reason or explanation, but let me tell you it kills all your credibility. It’s negative social proof.

Anyways, I’m really curious why that is? not hating. I believe you’re the real deal. But man.. 21 one??

As I said at the time:

It was merely a YouTube glitch.

Analytics showed something like 160 views within the first hour, and 400 or so 24 hours later. Considering I rarely got over 1,000 views on those videos, total, that’s wasn’t too shabby for my operation at the time

But, there was a useful lesson within his question.

And, that lesson is this:

The superficiality of the average consumer.

Like it or not, think it fair or not, rational or not, makes any sense or not… people are swayed, influenced, and make buying decisions on social proof and status. And, they often do it regardless of quality, reliability, or intrinsic value.

Take social media share buttons, for example.

Most people with share buttons on their blogs write posts that get zero shares.

What’s someone going to think — at a glance — when they land on that post and see 0 shares?


Nobody else is reading or sharing it.

It could be the single most valuable piece of info ever written, and human beings — being “wired” to care more about status than substance — will ignore it. On the other hand, someone with status could post something completely inane, and it will get thousands sharing just because.

The point?

There are a lot of things that can create “reverse credibility.”

And things like a YouTube glitch showing 21 views or 0-share social media buttons will do just that. Except, in my case, that potential brand-damage was “diluted” because of how I communicate with my list, build my brand, and treat my customers.

Like the above reader demonstrated when he said:

“I believe you’re the real deal.”

This is the overriding benefit of applying the info inside the March “Email Players” issue. It shows you exactly how to grant yourself this kind of valuable positioning for your business, that even raw & “wriggling” newbies can potentially use to command outrageous fees & pricing, and create loyal customers for life — with or without any social proof.

Unlike most “Email Players” issues, this one is newbie-friendly.

It’s also something seasoned pros can use to, I believe, more quickly add another “0” to their profits.

That is if you’re subscribed in time to get the March issue.

Here’s where to get it, while you still have a little time left:

Ben Settle

Filed under: Business Building, Clients, inner game, List Building

I recently saw some of Iliza Shlesinger’s standup Netflix act “Elder Millennial.”

And in one part of it, she dropped some advanced wisdom for the discerning marketer.

Here it is:

But we cherish our rejections. They give us texture, personality. We take each one and we label it. We label each issue, each past grievance, in its own Mason jar. It’s very rustic. Pin it. And we put it… into our sack of emotional baggage…and we throw that baggage over our shoulder and what do we do, girls? We then walk it into the new relationship. Yes. And the best part is, the new boyfriend… has no idea… what you’re hauling. And he welcomes you. Yes, he welcomes you to the new union. Come on in. You seem pretty cool and well-adjusted. And you’re, like, “Oh, I am! Yes, this seems like a safe place for me to… UNPACK MY SHIT!!!

It all reminded me of what I call “Damaged Customers.”

i.e., People who have been hurt, scammed, lied to, jaded by, and even outright fleeced by some unscrupulous sociopath in some horrible way that not only damages that would-be customer emotionally, but they bring that “baggage” to you when they buy from you or, even worse, if they hire you if you do client work.

All the evil someone perpetuated on them is projected on you.

All the skepticism they have is “unpacked” in front of you.

And they not only turn out to be horrible customers/clients who question your every move, assume you’re up to the worst possible scam, and are out to “get” them… but they are, ironically, MORE prone to being attracted to, want to give money to, and believe the other bad guys trawling the internet, and end up in a perpetuating cycle of being more screwed over, more jaded, and more likely to treat those who can actually help them as if they were the devil incarnate.

It’s a strange phenomenon I’ve witnessed and seen some of my freelancing friends’ experience.

And it exists in both personal & business relationships.

Which brings me to my own punchline:

The March “Email Players” issue.

It won’t do you much good with the damaged types above, but it can help you win over the run of the mill skeptics (intelligent skepticism is a healthy mindset, in my opinion, and a hallmark of great customers & clients) who have money to spend and are looking for a solution they can use. As well as help you stand out like a wet fart in study hall from the posers & wannabes haunting social media pounding their chests about how great they think they are, position your business & your brand high above all that nonsense, and allow even the raw newbie to potentially command higher fees and respect for their work and products.

The only caveat is, you have to offer legitimate value and do right by them.

Otherwise, everything in the March issue will work against you.

And, possibly, land you in legal and other hot water.

(As, with at least one of the tips inside, it did a certain doctor who made millions sewing goat testicles on humans many years ago, but that’s a story for another time…)

But if you aren’t a lying charlatan you won’t have to worry about that.


In order to extract any value from this issue you also need patience and the character to consistently apply the info over the coming months, years, and decades, and not be a weak-minded quitter attitude with using it just because it is hard work to do it over time, takes a fair bit of courage to apply, and requires building a business with the long view, with a strategy & fundamentals-focused mindset vs a tricks & tactics & “hacks”- focused mindset.

That disqualifies probably 95% of those reading this.

All right, let’s get down to brass tacks:

The March “Email Players” issue is going to the printer in a few days.

Here’s where to get your lovin’ while you still can:

Ben Settle

Filed under: Business Building, inner game, List Building

Behold these special delivery instructions from someone who tried to subscribe to “Email Players” a few months ago:

Special Delivery Instructions:

I’m only agreeing to sign up for the Dec 2019 issue and then monthly beyond that. I also request an end of month payment date (don’t know how to do that because there’s nothing saying xyz even though i asked. I’d also prefer an option as to when a payment gets deducted. [Didn’t see any options anywhere to choose, nor was my questioned answered.) If Dec 2019 is unavailable, then I request END of Jan 2020 and I am not ok with being charged an entire month ahead of delivery.

As you can see, she’s quite possibly insane.

And, thus, was immediately rejected for membership, and banned forever, with her credit card charge voided, her name put on elBenbo’s “watch list” of people who will never be allowed anywhere near my business, my books, my newsletter, or any of my other products.

I bring this up for two reasons:

1. It amuses me to put this up as an example of the type of customer who should avoid me, not unlike in the movie “The Two Towers” when the Riders of Rohan put a decapitated orc head on a spike with its tongue sticking out to warn away other orcs.

2. It’s useful in its insanity.

Here’s what I mean:

It perfectly illustrates what I call “Damaged Goods Customers.”

In my experience and way of thinking there is perfectly healthy skepticism from people who maybe have been screwed over in the past or seen it happen enough times to have that layer of skepticism.

Then you have hopelessly jaded skepticism.

i.e., damaged.

Selling to these damaged customers is as futile & time-wasting as a good, responsible guy dating a women who’s only attracted to people who will treat her like crap, or a good salt-of-the-earth woman trying to change a guy so damaged by past relationships he thinks all women are evil and are out to get him.

The goo-roo casino is full of damaged goods customers.

And that damage these customers have not only perpetuates a cycle of ignoring and assuming the worst about high quality and legitimate offers like yours… but also continually buying from the very bottom-dwelling businesses that continue to screw them over again and again and again… making them even more damaged, more jaded, and more likely to keep buying only from more of said bottom-dwellers, while assuming the legit businesses are up to no good.

You can, of course, sell to whoever you want.

Admittedly, some people make fortunes selling to new product junkies (i.e., people addicted to the dopamine drip they get when they buy something new, but never use, consume, or implement), and other assorted damaged goods customers.

And it’s especially rampant in the “how to make money online” niche.

But if you want to learn how to market in such a way where as many of these damaged goods customers as possible avoid you (you can never full repel these types)… while the high class & high paying customers and clients might just go out of their way to hire you, buy from you, and do business with you… while often happily & eagerly paying you top fees and prices… and potentially do so even if you are new to business… the March “Email Players” issue can help you do just that.

But, a word of warning:

While this issue is “newbie friendly”, it ain’t magic.

It still takes a lot of thinking, effort, patience, and ambition to use. You’ll also need to have value to offer, and a list to sell that value to.

If you ain’t got that, nothing I offer can help you.

Whatever the case, tomorrow’s the deadline to subscribe in time to get the March issue.

Here’s where to go next:

Ben Settle

Filed under: Business Building, List Building

Last year, to promote my book about list building, Yours Humbly made a claim in front of God and everyone that I have one of the single most responsive lists in my niche/industry/space.

This sounds like hype and puffery to some.

But it is obvious to those I’ve sold for as an affiliate.

Like, for example, the great Brian Kurtz.

I’ve mailed for his offers many times.

And, he once said calling my list “simply a ‘list’ does it a disservice.” Especially after promoting his Titans of Direct Response offer — a $2,000 offer that was mostly about offline marketing, and would not normally appeal to an online marketing list such as mine — to the tune of nearly 50 sales, completely blowing away all his other affiliates by a country mile, including those with much bigger lists and name recognition.

Here’s why I bring this up at the risk of sounding like an obnoxious braggart:

While it’s obvious to those I’ve mailed for, what’s not-so-obvious is why it’s so responsive.

Someone merely looking at the surface elements, will say it’s my copywriting, or the quality of the offers, or my testimonials/track record, or the distinct brand I cultivate, or any number of easily observable things I do, and have done for many years.

And while those no doubt are a factor, they are not the whole story.

A lot of the responsiveness goes deeper than that.

Specifically, it’s by applying the 10 “secrets” I write about in the plain vanilla pages of the the March “Email Players” issue — which is all about selling & positioning your business in a way where you have far more high quality people on your list than not, who are hungry to learn more, and thus are more receptive to legitimately valuable offers, which means they are more likely to use those offers, which means they are more likely to benefit from those offers, which means they are more likely to want more such offers.

Including high-ticket offers, services, and products.

In many ways, my Horde responds much better to the higher ticket offers than the lower ticket offers I sometimes sell, since a low price is probably something they feel is “beneath” them, simply because it is low.

I am the exact same way, and use low prices as a way to weed out, too.

Time is valuable, and anything that helps save me that precious commodity is worth more than whatever extra I might have to pay.

It’s all very simple, really:

We don’t attract what we want, we attract what we are.

And, thus, I have a list of “me’s” — i.e., people who want high quality, expect to pay top dollar for high quality, and have a certain kind of contempt for anything that is not high quality, price be dayemed.

Again, very simple.

But, what is not so simple is how to shape a list like this.

Which brings me back to the March issue.

If you want to know how I do it, simply subscribe before tomorrow’s deadline.

I won’t promise the info will “WOW!!!” you.

But I can promise if you apply it, take it seriously, and really own it as a way of doing business, you will get very different results probably than what you are getting now from your list over time.

Hit that sour little link below to subscribe in time, while you still can:

Ben Settle

Filed under: Business Building, inner game

I was once listening to a Dan Kennedy product where he trolled the great & esteemed Jay Abraham a bit, while introducing him as a speaker.

I don’t know if it was meant as a “lesson” or not.

But it had an extremely valuable lesson in and of itself.

Here’s the gist of what happened:

Dan started reading from one of Mr. Abraham’s most profitable ads before he was going to train the room on his expertise, and Dan started quoting the part of the ad that started talking about how Jay’s ads have appeared in publications with a combined readership of 178 million readers, and how his sales letters have mailed to over 125 million consumers and business men.

Then Dan paused to laugh.


Because, it was a brilliant use of what he described as:

“Meaningless statistics.”

Or, as I like to call it when people do this:

“Meaningless proof.”

i.e., they sound impressive to the non-thinking customer or hyper buyer, but are inherently meaningless. In this case, they don’t “mean” anything other than Jay was good enough to get somebody to pay him to write ads that ran in all these magazines.

It doesn’t really mean anything worked or not.

And was pure advertising rhetoric.

It’d be like a corporation bragging about paying tens of millions of dollars to run a national TV ad campaign all of which essentially went down a black hole if it didn’t turn into some kind of business. Or, even worse, it could have even lost money like what happened when Gillette lost $10 billion in revenue after spending God-knows-how-much on that ad idiotically pandering to the #metoo crowd a while back.

Thus the term “meaningless proof.”

And you know what?

If you look around at the so-called ‘internet marketing’ world you can see this being done all the time.

Like, for example, “As Seen On” logos.

Completely meaningless.

(My favorite being a “Seen On Clickbank” logo I once saw.)

Same with ads bragging about how they’ve sent hundreds of millions emails out, when for all anyone knows they simply had some corporate clients with big lists sending boring emails that all ended up in spam. Or any time someone mentions email open rates, when for all anyone knows those emails didn’t make or lead to a single sale. Or when amateur copywriters name drop people they’ve studied, when for all anyone knows they simply read some of their $10 books from Amazon.

And so on, and so forth.

I’m not saying this does or doesn’t work or is or isn’t a bad idea.

Especially if it’s used with legitimate stats, proof, case studies, etc, and if you have a powerful kind of “preeminence” like Jay Abraham does. But, it’s a very weak way if that’s the ONLY thing you got to build credibility. Unless, I suppose, you only sell & want to look successful to gullible customers & clients who are unlikely to notice, much less care, either way.

Enter the March “Email Players” issue.

If you want powerful preeminence, the info inside can get it for you over time.

In fact, it shows you 10 proven ways even a brand, spanking new business can potentially use to build this kind of “built-in” credibility and proof into anything and everything you sell without relying on cheap tricks & gimmicks, without having to pull out meaningless statistics, and without even having any testimonials, a track record of experience, or list of raving fans & clients.

This info can be used by newbies & seasoned pros alike.

And, it’s one of the best ways I ever done used to not just make more sales and command outrageous fees, but can also bring those new customers and clients in correct.

By correct, I mean this:

They are less likely to fight you on your suggestions, running your copy, or following your content.

More likely to use what you teach or coach.

And, far more likely to benefit from the offers you sell, simply because they’ll want to treat both you and your offers with more respect, and not just nod, get distracted, and file it away and then go buy from someone else next time.

I’m talking about not just creating better customers & clients, but creating fans.

And, even more specifically, raving fans.

The kind of fans that — assuming you only sell quality offers — love buying from you, learning from you, engaging with you, listening to you, and referring others to you because they simply can’t help it.

This has been my experience with this powerful information.

And, I suspect it’ll be yours, too.

That is if you have patience, work hard, and stick with it.

And, also, if you subscribe in time to get the March issue to learn how it’s done.

Here’s the link:

Ben Settle

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