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.

More:

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:

www.EmailPlayers.com

Ben Settle

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:

www.EmailPlayers.com

Ben Settle

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?

Answer:

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:

www.EmailPlayers.com

Ben Settle

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.

More:

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:

www.EmailPlayers.com

Ben Settle

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:

www.EmailPlayers.com

Ben Settle

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:

www.EmailPlayers.com

Ben Settle

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.

Why?

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:

www.EmailPlayers.com

Ben Settle

A few years ago, when I still defiled my brain by being on Facebook, a widely respected guru said something along the lines of the hard-to-get-to expert positioning is antiquated, and that transparency, authenticity, and accessibility is “where it’s at!” nowadays.

I found that particularly ironic.

Why?

Let’s start with the last part about transparency, authenticity, and accessibility.

For one thing, the former two have always been “in” for smart marketers. Being authentic and transparent is not something some virtue signaling millennial on Facebook invented. Look at many of the great old school direct marketers who were doing this back when your parents were still toddlers. They were all transparent and authentic.

But what about the accessibility part?

Accessibility rarely equals valuable.

After all, a lock that is easily opened & accessed by many keys ain’t exactly a valuable lock.

Example:

Show me a manager or business owner with a 24/7 “open door” policy (with both customers and employees) and I’ll show you someone who doesn’t get jack shyt done, doesn’t get to see their families as much as they’d like, and are always just an email or text message away from someone interrupting their productivity and/or fun. On the other hand, show me a Dan Kennedy who has no email, phone, or other easy access… FAX only, and even then only responds two days per week… and I’ll show you a giant of his industry who is second to none, commands outrageous fees to speak & consult, and whose words are listened to and implemented without question or pause by clients, customers, and students.

There may be exceptions to this, of course.

But they are few and far between.

Uh-oh…

I can already see the flurry of emails being angrily typed out from people who have been lied to by their favorite social media goo-roo about this, wallowing in the cognitive dissonance fighting me on what I just said.

Just relax, and let it flow, Boobi.

This ain’t no mystery to anyone who has a life outside of their Facebook app.

The tales of the great warriors and knights and kings never showed them questing for, dueling for, or putting their lives and honor on the line for the easy-to-access town ho with the open sores all over her body haunting the street corners. But, they would happily risk life, limb, and freedom for the rare and beautiful, hard-to-find-and-access virgin at the top of the mountain, surrounded by a mote full of lava, and guarded by the snapping jaws of a fire-breathing dragon.

If that analogy is too horrifying, then how about this one:

I learned many years ago while writing sales copy for “Email Players” subscriber & “for real” world class info publisher in the self defense niche the great Captain Chris Pizzo — that high-achieving guys with money to spend and a desire to kick some arse don’t learn self defense in the easy-to-locate strip mall who will coddle them, and lump them in a class of 200 other people doing pointless punching drills in unison in front of a mirror. But, they will climb the dangerous mountain to learn kung fu alone at Pai Mei’s feet, who will abuse, humiliate, and teach them the real secrets of combat, making them break their knuckles punching wooden planks, snatch out their eyes for disobedience, carry heavy water buckets up steep rickety stone steps, and sleep on the cold moldy floor to toughen them up.

Nobody questions the “Pai Mei’s” of their marketplace.

Nobody dares not do as those types command.

And nobody would even think not to pay them top fees, invest top pricing, and give top attention & respect to them, and the offers they sell.

So it is in the world of business.

And, also, so it is in the upcoming March “Email Players” issue — which shows you 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.

Yes, unlike most of what I teach, this issue is “newbie friendly.”

In fact, I would argue it is even more valuable to the newbie.

Especially since it can help eradicate that awkward phase in the newbie business owner, new freelancer, newbie info marketer, or newbie coach’s where you know you have a lot of value to offer, but no track record of proof, experience, or case studies, testimonials, etc to prove it.

Also yes, it will take hard work to implement this info.

But, if you do, it can realistically help get you over that “newbie hump” sooner.

Of course, the seasoned pro can also use it, too. And, I believe, someone with their act together can use this info to add another “0” to their existing profits if properly implemented over time. Especially info inside it they already “know” (some of it is obvious to anyone who’s been around a while) but are not yet using.

Not using what works it is even worse than not knowing it in the first place.

However, before any newbie reading this gets too excited:

You’ll still need a business.

i.e., it won’t magically build you a business out of thin air.

And if all you do is hang out in the social media opium den getting high on likes & livestreams, this info won’t do you any good. You have to have something legitimately valuable to offer, and the willingness to build and maintain a list, and mail it regularly, like with everything else taught in the value-sticky pages of “Email Players.”

All right enough of this.

If you want to subscribe, the deadline to get the March issue is coming up fast.

Here’s the link:

www.EmailPlayers.com

Ben Settle

One of my favorite marketing teachers is Paul Hartunian.

He is the master of getting millions of dollars in free publicity and has done so for everything from selling the Brooklyn Bridge (which he did, and for only $14.95)… promoting his rare autograph business… his book on how to find the love of your life in just 90 days… getting donations to his dog shelter… and probably hundreds of other products, causes, and services.

Anyway, about his finding love book.

He used to make a small fortune off that book each Valentine’s Day, and maybe still does.

(Using just free publicity.)

And, he once told the story of how he used his PR skills to do it by getting what he calls “Gold Card” media appearances. Those are TV shows, radio programs, newspaper articles, etc that are known by everyone and mass broadcasted. And, just by getting on those shows you automatically make yourself “safe” to be interviewed by the rest of the media.

My favorite example is his Phil Donahue Show appearance.

He was on there due to his love book.

And, he said he didn’t make a single dime from being there. I don’t even think they mentioned his book, and certainly didn’t show people how to get it which is pretty standard on radio, for example.

But you know what?

It didn’t matter.

Donahue was a gold card media appearance.

And, it opened the door to him being on thousands of other shows.

And, he did profit from those other shows as a result of being on ye olde Donahue show.

(Regardless of Donahue not plugging his book.)

The point?

We can use this online, too, with email.

How?

By aggressively going after gold card testimonials. These are testimonials from gurus, experts, industry leaders, celebrities, etc in your market that, even if they don’t “say” much, just their NAME makes you “safe” to buy from (even if they don’t promote your product), just like being on gold card media appearances made Paul Hartunian safe to be interviewed by the media.

So go for the gold, Chuckles.

One gold card testimonial can be worth actual gold, after all.

Speaking of which:

I can’t say you will get the same results, but practically every gold card testimonial I ever done gotted was via the consistent use of daily emails. If you were to look at my blog on the left hand column or on my media page, the vast majority of said gold card testimonials were responses to various daily emails using the methodology in my “Email Players” newsletter.

I’ve had other customers say the same has happened to them, too.

To start writing emails that can potentially get you that kind of attention, zip on over to:

www.EmailPlayers.com

Ben Settle