Ben Settle

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Filed under: Copywriting & Sales Letters

One of the more intriguing biographies I read this year is called:

“The Narnian: The Life and Imagination of C. S. Lewis”

Obviously, about the late, great writer and Christian thinker C.S. Lewis.

Anyway, he was known to be an especially great debater — both when he was an atheist & pagan and later on when he became a Christian, creating some of the most influential Christian writings ever published.

As a religious man, he constantly debated atheists and pagans.

And, he almost always “won” these debates.

Yes, from what I understand, even according to the atheists he bested in these debates, who were simply no match for C.S. Lewis’s intellect and dialectal persuasion prowess. He sas revered for his skill at such things far and wide by everyone except… himself.

Here’s what I mean:

One thing he admitted was, the more he “won” these debates, the more his own faith suffered, and the more he began to doubt his own beliefs.

This is a little-known psychological “bug” in the human brain.

It can effect everyone to some degree.

And, this is especially true, if you but observe, in direct response copywriting.

Yes, Aslan, it’s true.

It’s why so much sales copy fails — because it tries to “convince” rather than influence. There is a very distinct difference between these two things that is lost on, I would guess, 99.9% of copywriters or people who do any kind of direct response selling in any media.

Writing copy that “convinces” works on the hyper buyers.

But, it turns off the hyper skeptics – who make up 2-5 times more people than the hyper buyers.

And the reason why it turns off the hyper skeptics is because convincing copy always comes off as Needy, as if the copywriter doesn’t fully believe everything he is writing. This is a very insidious copywriting problem nobody seems to ever address.

Until now, that is.

Here’s why:

In the January “Email Players” issue I am sending to the printer in a matter of minutes from now, I teach a sort of “anti-convincing” way of writing sales copy, that is pure influence, I have never seen taught in any “copywriting” book, course, or program. In fact, most copywriters would likely scoff at it, or be terrified to even test it.

Thus, those of us who do use it?

Well, I can’t make you any promises.

But, know what the response has been for my business:

Higher sales than I ever got before I started aggressively using it.

And I suspect it can do the same for you, too.

That is, if you are subscribed in time to get it before it goes to the printer tonight.

I would NOT recommend procrastinating on this like lesser mortals do, if you use sales copy in any way, shape, or form — whether sales letters, emails, webinar scripts, videos, or anything else — including in your customer service, which this technique is especially important for, in my experience.

Whatever the case, the wardrobe door to enter the mysterious world of “Email Players” to get this bad-boy issue while you still can is at the link below.

This issue is going to the printer in a little bit.

After that, good luck…

Ben Settle

Filed under: Copywriting & Sales Letters

Since I’ve been writing about movies that can help with marketing and copywriting over the past 24 hours, might as well keep that devious momentum going.

Another movie I encourage watching for marketers is:

“The Tao of Steve”

It’s about a fat, slobbish underachiever and part time kindergarten teacher who is able to seduce practically any beautiful woman he wants at will.

And he does it by applying what he calls the 3 rules of being “Steve.”

One of which is based on a primal law of nature:

“We pursue that which retreats from us”

As predictable as this is in nature and for guys wanting to do better with women (hint: as a woman once admitted to me, “when you push away hard, it gives any woman whiplash and makes them attached”) it’s truly astonishing how reliable this principle works in the world of business, marketing, sales, and copywriting when applied correctly, and not clumsily. It’s also something “baked” deeply into a couple of the many aspects of the secret copywriting technique I write about in the January “Email Players” issue.

A technique no other copywriter I am aware of uses.

But, that any copywriter can use to make more sales, if they sell in the right markets.

Okay, I’m done teasing.

Time to sell:

To learn this technique, and how to apply it specifically to sales copy, do this:

1. Subscribe to “Email Players” before the deadline which is tomorrow

2. Patiently wait for it to arrive, due to the New Years day, when the printer is closed, it is going to take a little longer than usual to arrive

3. When it arrives read it, and start applying it to whatever you’re working on

Then, keep testing it to see how it works for you.

No guarantees about anything.

And you’ll have to think and experiment, and not need hand holding.

(I do not do critiques or “quick looks”)

To subscribe by tomorrow’s deadline, go here:

Ben Settle

Filed under: Copywriting & Sales Letters

I once heard a motivational speaker tell a cautionary story about the utter foolishness of newbies, amateurs, and beginners always seeking “advanced” info.

The story went like this:

A young punk full of piss & vinegar found a wise & very skilled kung fu master to learn from. And the first thing this foolish punk told this wise kung fu master was:

“I want to learn advanced fighting!”

The kung fu master thought about this for a second.

And, replied with?


“Yes Master, show me advanced fighting so I can kick some ass!”

So the kung fu master lead his eager new disciple to a lit candle. He then threw a punch so fast, the speed of his movement put the candle out!

“Advanced like that?” asked the kung fu master.

To which the punk kid nearly exploded in excitement:

“Yes! Advanced like that! Teach me that!”

To which the master replied:

“First, you have to learn how to punch.”

This is something that applies to many a newbie who has scaled the treacherous terrain to my mountain lair in “Email Players”, wanting to learn email, copywriting, and marketing. And, the vast majority of them never last past me giving them the most basic of instructions. In fact, last month one especially foolish lady in the MLM niche even told me the advice I gave her about how to grow her business was “disappointing.” And the reason why is she was seeking advice on how to put out a candle with a punch, without learning the basics, first — such as what part of the fist to use to punch, how & why to use her elbow to punch faster than normal, how to position her body so she can use the force of gravity to make her punch far more devastating, the best parts of her opponent’s body to strike, and the list goes on.

In her mind, she thinks she’s advanced.

But her questions – all extremely amateur – showed otherwise.

Thus, the basic 101 info I gave her to start with.

Which brings Yours Crotchety to the point:

Few want to learn the marketing & copywriting equivalent of the above punching example.

Thus, they are the ones that tend to, for example, subscribe to “Email Players” and ask questions that anyone with a marketing 101 grasp of the fundamentals should already know first (Fun fact: there’s little I can do to help newbies who are too lazy to have learned the fundamentals before subscribing — which is why I spend so much time in these emails mocking them and turning them away) and then quit soon after.

Learning the basics is not supposed to be “easy” or “fast” or even “fun.”

If it was, everyone would do it.

Instead, few ever bother to or have the character to.

And, thus, they never outgrow mediocre at best, and fail miserably at worst.

Everyone wants to learn the copywriting & marketing equivalent of Pie Mei’s Five Point Palm Exploding Heart Technique. But, nobody wants to spend the months and years learning the raw basics of how to research their market, how to write an ad, build a list of responsive leads, mail that list day in and day out to build trust and learn how to best sell them, and the list goes on.

Which brings me to the rub:

The January “Email Players” issue.

It won’t show you any advanced marketing or copywriting techniques.

But, the copywriting & persuasion technique it does teach can be far more effective than any other copywriting & persuasion technique I’ve ever seen.

It’s also extremely newbie friendly, too.

As well as something experienced pros can use to ratchet up sales.

But, like the sales letter clearly says:

You have to have a list and offer to use what the newsletter teaches.

Otherwise, who is going to read your sales copy and emails when you apply it?

This is common sense, but common sense is far from common. Especially amongst those too lazy or too stupid to want to learn the basics of direct response copywriting & marketing first, which you must know in order to effectively use this secret technique, which is, in my opinion, a rather newbie-accessible marketing equivalent of Pie Mei’s Five Point Palm Exploding Heart Technique. But even a newbie should know the basics of copywriting before attempting it.

All right, enough kung fu analogies.

Let’s get it on:

The deadline to get the January issue is almost upon you.

If you try to subscribe after that, you will not get the January issue.

Here’s the link:

Ben Settle

Filed under: Copywriting & Sales Letters

One of my favorite movies for drawing applicable business, marketing, & influence tips from is Tarantino’s…

“Death Proof”

Tarantino has said that was the movie of his he least liked.

I say it’s one of his best.

And, this is especially due to the muscle carload of great psychology in it that can be applied to your marketing & persuasion endeavors.

Take the magnificent villain of the movie Stuntman Mike.

[NOTE: Spoilers galore follow]

Without giving away the whole plot:

There is a scene where he wants to get a lap dance from one of the chick characters in the movie who is supposed to give such a dance to anyone who recites a specific poem to her created by her talk radio show host as a gimmick. But, because she’s scared of him (he’d been stalking her all night…) she refuses.

Stuntman Mike’s retort?

Well, here it is right from the psychopath’s mouth:

“I understand if I make you uncomfortable. You’re still a nice girl, and I still like you. But I must warn you of something – you know how people say ‘You’re okay in my book’ or ‘In my book, that’s no good’? Well, I actually have a book. And everybody I ever meet goes in this book. And, now I’ve met you, and you’re going in the book! Except, I’m afraid I must file you… under… ‘chicken shit.’”

Long story short:

His shaming works.

And lap dances and body parts fly (literally) as a result.

The point:

Shaming works.

It has always worked.

And despite the wailing & gnashing of teeth of those who claim otherwise, it’s been the chief Tool of Influence (TOI?) of parents & politicians, school teachers & sports coaches, marketers & salesmen, right wingers & left wingers, fat people & skinny people, movie makers & comedians, mean people & nice people, dishonest people & honest people… as well as men, women, children, and even God Almighty the world over for thousands of years to get others to do their will. In fact, shaming is most often used by people being shamed to get others to stop shaming them — which is as amusingly nonsensical as those preaching “don’t you judge me!” while they are in the process of judging the person they are telling not to judge them.

Whatever the case, shaming works like crazy in marketing, too.

I’ve used it in just about every market I’ve ever sold in — including markets you are not “supposed” to, such as weight loss.

The key is simply knowing how to do it.

And perhaps I will go into exquisite detail about this in a future “Email Players” issue. But for now, I’ll just let this email speak for itself as something to soak in to the tender, easily-offended psyches of those reading.

On to the business:

The January “Email Players” issue talks about a far more powerful & far less hair-raising secret of influence than using shame. Something that is virtually the exact opposite of shaming, in fact. And, I believe it is one of the – if not THE – most effective copywriting technique ever used.

A tall order?

To which I retort:

Is it worth bothering with short orders?

Here is the link to subscribe while you still have time before the deadline racing towards you:

Ben Settle

Filed under: Copywriting & Sales Letters, inner game

Let’s talk about one of the greatest movies ever made:

“Gone Girl”

A movie that horrified many feminists when it came out.

Should almost be must-viewing for young men.

And, that contains endless numbers of powerful persuasion & influence lessons for your viewing displeasure if you but look for them, take them to heart, and apply them. Take for example, a scene where Nick Dunn (the main character who was framed for murder) goes on a talk show hosted by a chick who wants to chew him up and spit him out on national TV. An interview his lawyer practically begs him not to go on, hosted by an interviewer who is especially adept at framing narratives and ruining people’s lives & reputations.

I won’t spoil it beyond that.

But, I will say, Nick handles that interview like a champ.

And it is like a masterpiece of influence & persuasion — with many insights that can be applied directly to sales copy, emails, customer service, and virtually any and all other kinds of selling you engage in now and in the future.

The best part?

There is much more going on in that scene than what’s on the surface.

If you’ve seen it, you might be tempted to say he aced the interview by being honest and authentic, and “coming clean” about his flaws, etc.

But, that is only part of the story.

And, frankly, the weakest part of what he does in that scene.

Anyway, that’s all I will say about this for now.

I highly encourage watching — or re-watching — “Gone Girl” with this context in mind the next time you get a chance. And, I further encourage you to subscribe in time to get your eager paws on the upcoming January “Email Players” issue, which talks about another extremely powerful copywriting technique very much in the same vein as what goes on — “between the lines” — in the script in that movie scene.

The deadline to get this issue in two short days.

I suspect those who read it will be more likely to have a much jollier new year.

That is, if they apply it.

Here’s the link:

Ben Settle

Filed under: inner game

“Email Players” subscriber Conor Kelly comments:

(After reading the November issue last month)

Hey Ben, quick feedback: liked the “ElBenbo’s Lair” insert this month! I’ll tell you why. When I was getting into the speaking industry I had a mentor who was doing a few million a year from speaking…his ‘how to’ teachings were great…but honestly I probably learned more just from being around him…watching how he operates…what he cares about…how he interacts with people, etc. Maybe you’ve had a similar experience. These behind-the-scenes looks can be very enlightening. Not to mention just being curious about someone whose content I’ve followed for many years…anyway, keep ’em coming if you feel so inclined. Thanks brother

My command is your wish:

I shalt hereby continue with the tradition in next month’s January issue with another exciting adventure from the Count of Copy Cristo’s dank, dark, twisted Chateau of Influence, sharing information I don’t talk about publicly, including some of my most “fringe” thoughts and ideas not fit for public consumption.

Just like I used to do in my old elBenbo’s Lair Facebook group.

(These inserts are simply the paper & ink version of that old group, sans the interaction and comments, etc)

Topics I talk about in the January elBenbo’s Lair insert include:

  • The details on the new Ben Settle App (I’m heavily invested in two App businesses now)
  • My totally politically incorrect thoughts on when I think the US is going to break up, and how I think it might all look, including some insights into why I believe living in a big city from here on out is bordering on insanity, as well as the racial-ethnic group implications of all this (hat tip to “Email Players” subscriber and copywriter Dottie Reynolds for asking me to explain all of this more, as it made for an excellent elBenbo’s Lair topic)
  • A list of official “elBenbo-supported” charities
  • My top 9 non-business/non-marketing-related documentaries for amping up your business and marketing game

And so it is, my loyal Fledgeling.

To get this bonus insert, you simply need be subscribed to “Email Players” by the looming deadline.

Here’s the link to do the wicked deed while there is still some time:

Ben Settle

Filed under: Copywriting & Sales Letters, Email Marketing

One of my favorite lines about swipe files comes from the great Dan Kennedy.

In his 7-Figure Academy course, he said:


“If you use swipe files, that is fine, but don’t delude yourself into thinking you have any kind of mastery of copywriting if you have to use one.”

See some copywriter ex-spurts blatantly swiping?

Especially large swaths of copy?

And, word-for-word?

Amateurs at best, outright losers at worst.

So much so, if I see someone subscribe to my email list and the word “swipe” or “swipes” is in their email address, I immediately delete them from the list.

Why am I such a tyrant about this?

Because one of the dumbest things anyone can do is “swipe” email copy.

For one thing, it’s illegal and plagiarism.

But, also, because the best emails are heavily personality-based. You cannot “swipe” a personality. You can try, of course. And many dummies do just that with my emails all the time, despite me warning them of this very thing, and how it’s going to destroy their relationship with their lists. This was especially rampant with people on Twitter, from what I remember when I was on there.

On that note, below are some more words of wisdom on swiping.

Not my words, but an A-list copywriter you may never heard of named Doug D’Anna.

And, here’s what this great man of copywriting told me over 10 years ago:

“When I first started out I had a swipe file too. You know what the first thing I discovered was when I realized who Gary Bencivenga was and the game I was in? I threw everybody else’s piece away. Why would I do that? Because I might have been thinking that I was swiping something that was good or using a model that was a winner when it wasn’t. That was the first thing. You need to have control pieces in your swipe file. But, you’ve got to remember that control piece worked for that piece at that time in that market in that environment. So it’s really more of a case study to look at.”

That advice has been worth solid gold bars to me over the years.

And, may it be just as valuable to you, too…

Speaking of copywriting:

The January “Email Players” issue contains what I believe is the single greatest, most powerful, and most endlessly profitable copywriting technique ever invented. However, I doubt you will see it written in even the best copywriting books and courses, simply because, while it is thousands of years old, it is not something copywriters are likely to think to do, even if ancient merchants and sales people did (and some still do) routinely.

And it’s certainly not a technique you can swipe, even if you do see it.

Especially since swipers don’t have the intellectual capacity to apply it.

But people not afraid to think, and try something new?

And who can follow simply instructions?

Well, I foresee great things for them.

This issue goes to the printer soon.

To get it while there is still time, go here immediately:

Ben Settle

Filed under: Copywriting & Sales Letters

One of the greatest master of persuasion who ever lived — the great Jim Camp — once said something completely lost on practically every new copywriter in the game.

And, also, quite a few industry veterans too, yessir I do reckon.

Anyway, here’s what this great man said:


“Tactics might work one time, but they don’t get you invited back”

i.e. all these idiotic little tricks to get people to buy may work one time.

But, they don’t work twice.

And, in fact, are likely to create contempt for you, much less make it more likely someone will buy from your future offers.

In copywriting, I am referring to tactics like:

  • Trying to trick people into continuing reading via using “open loops” instead of writing copy that is inherently interesting
  • Running constant NLP on them over and over and over trying to be sneaky
  • Whole cloth swiping & stealing – headlines, sales copy, calls to action, product titles, etc
  • Using verbiage like “sent from my iPhone” in an email broadcast

These are just a few things that might “work”, but rarely work again.

At least, not on the hyper skeptics, who make up 2-5 times more people in any given market than the drooling hyper buyers who buy anything, but who often show the least amount of loyalty and long term customer potential.

Burping on:

The January “Email Players” issue shows you a technique for selling to those coveted skeptics in a way no other copywriting method I’ve ever seen, used, or tested can.

The deadline to get this issue is New Years eve.

Here’s the link:

Ben Settle

Filed under: Copywriting & Sales Letters

Your humble host & long-suffering storyteller has said it many times:

We are living smack dab in The Age of the Skeptic.

Even if you’re honest as the day is long… I guarantee you 99.999% of people who see even a perfect offer with proof & credibility-laden sales copy are like the guy in the old adage who smells flowers and immediately starts looking around for the coffin!

And who can blame them?

In the past decade especially, your customer has been conned, lied to, or in some way hurt by everyone he’s trusted — bankers, mortgage brokers, investment advisors, teachers, politicians and, yes, goo-roos selling them via so-called “bad ass!” advertising only to be let down, disappointed, or even downright scammed.

That’s the bad news.

The good news?

There is an enormous opportunity afoot if you do any kind of direct response marketing and copywriting whatsoever. An opportunity Yours Snooty has secretly been using for a long time to profit from, and that can work for you if you are brand spanking new to your market, lack credibility, have no track record or testimonials, nobody knows who you are, or even if you simply screwed up so badly you and your brand have about as much appeal as a leper in your market.

Come closer and lemme ‘splain, Lucy.

Many years ago, I heard the founding father of internet marketing as we know it (even Time Magazine basically admits as such…) and “Email Players” subscriber Ken McCarthy say:


  • The vast majority of people will never buy from direct response, no matter what you say, how great at selling you are, or if you are literally giving away gold bricks that smell like hope
  • About 5% of people will buy everything — i.e. the hyper buyers
  • Another 10% to 25% will want to buy what you offer, but need to be sold

(i.e. the skeptics)

Now, I’m no math jeenius.

But, it seems to me there are at least 2-5 times more skeptical buyers than hyper buyers. Which means, if you can sell to these skeptics, you will have not only 2-5 times more customers to sell to, but a much higher quality of customer to sell to than the contemptible new product junkies many hyper buyers tend to be made up of, as well.

And it gets even better, Chuckles.

Here’s more good news:

These skeptics are also the single most gloriously under-served, and under-marketed to group in probably every single market, niche, and industry, on the face of God’s blue earth.

Even better news:

There is a very simple copywriting technique I am teaching in great depth and detail in next month’s January “Email Players” issue anyone can potentially learn in about 15 minutes, and start using immediately after — yes, even if you just learned what copywriting is yesterday — to not only get the attention of this giant pool of skeptics, but potentially have them only wanting to buy from you, only trust you, and only want anything to do with you, over and above even much better marketers & copywriters you might compete against.

Take for example, “Email Players” subscriber Naomi Kuttner.

She sells in an extremely skeptical market full of people who have been plagued with very real physical pain, desperate for a solution, falling for lots of bad advice from trusted medical authorities, only to be let down, with layer upon layer upon layer of skepticism piled on top each other understandably now working against her. And, after hearing about this secret copywriting technique from me, she asked about how to apply it to her unique market, specifically.

Now, bear in mind, I really know nothing about her market.

Other than, what you know by what I described above.

But, I didn’t need to know all that much, I simply needed to know this technique.

Thus, when I gave her an example of how to apply it to her market, she not only got excited by the possibilities, but she asked if she could use my “ignorant” (my description- as far as me knowing the specifics of what she does for her clients) copy.

But, there is a caveat to this.

There are some markets this technique will NOT work on.

Here’s a real-life example of what I mean:

I once wrote a sales letter for a (at the time) well-known affiliate marketing guru many years ago. His product was so much like one of his other products he was very adamant about making sure it didn’t “cannibalize” (his words) his other product’s sales. So I gave it a shot, and did not use any of the hype and bull shyt affiliate marketers want to hear, including using the technique I have been talking about in this email that works on sane people.

The result?

Way lower-than-expected conversions.

True, that could have been the offer, and that very likely had something to do with it. Many affiliate marketers tend to be naive and have a drooling biz-opp seeking mentality. But even they, I suspect, knew something in the milk wasn’t clean about the offer being too much “like” one of his other offers they had already bought. But, when he told me about the low conversions, his exact words were:

“It needs more hype, hype sells.”

So I sally forthed and removed all proof, all credibility, and all traces of the secret copywriting technique I have been teasing you about here from the sales letter as the client requested. And, I stuffed it with as much hype as I could think of without lying or exaggerating and bending the truth like the rest of the advertising in that market does… and he was much happier with it.

Now, I have no clue how well it did after that, nor do I care.

I needed to take a shower after writing that revised version.

I only bring this up because, as I recently explained to “Email Players” subscriber and freelance copywriter Nick Fornoff, there are some hyper buyers who want to be lied to.

Who want to hear bull shyt.

And, yes, who will only buy from nonsensical copy full of copywriting “hacks” and nonsense that lie, mislead, and trick.

Thus, if you sell to these types of idiots, the copywriting technique — I have never seen taught in another copywriting book or course, because it’s not really a “copywriting” technique, I simply adapted it as such from another aggressive sales-related industry — in the January issue will not only NOT work, but actively work hard against you.

But, if you sell to intelligent people?

People with a very real problem with a very real desire to solve it?

And if you have a very real offer with very real value?

I predict it will change the entire game for you, for the rest of your marketing career. It is not something that will go out of style, and is completely ever-green, that worked thousands of years ago for the ancient Greeks and Roman merchants, and still works today just as well, if not better in this Age of the Skeptic, especially.

All right.

Enough of this.

Here’s the link to subscribe in time to get this issue while you still can:

Ben Settle

P.S. Last Summer, another “Email Players” subscriber told me:

“The most common objection I seem to face is (since I’ve entered a new market with no prior visible presence)… ‘If you’re so great, how come when I’ve never heard of you’ or ‘why is there nothing when I google you’, ‘why should I trust you’, etc. The market seems to have been completely sucked of trust by ever evolving claims etc. I have some good proof, but since everyone else is using similar proof, it doesn’t have much of an impact as far as trust goes.”

And, this secret copywriting technique, taught the way I show it specifically in the January issue, can overcome all of this rather easily.

Thus, perfect for people new to their markets or copywriting.

If you are a freelancer, you may have to sell clients on using it, though.

That’s how counterintuitive it is.

In fact, I can almost guarantee you will.

But, ironically, that will be a problem you can solve by running this technique on them…

Here’s the link:

Recently I re-watched the movie “Second Hand Lions” — about a neglected boy with a flakey mother sent to live with his eccentric great-uncles on a Texas farm.

One of the great uncles was an adventurer & soldier.

And the other uncle tells the boy about those adventures.

Anyway, his uncles are bored, with more money than they can ever spend, and one of the things they do to pass the time is sit around and wait for traveling salesmen to show up and then use them as target practice.

Such is their contempt for sales people.

Until, one day, the boy says:

“Why not see what he’s selling? Maybe it’s something you want to buy.”

And so, they do.

And, they end up not only buying all kinds of things they love to buy, but start liking the salesmen too.

There’s a lot of sales lessons packed in that scene.

Most of it “between the lines.”

Like, for example, the power of selling what people want to buy. Or the impact having someone “vouch” for you before selling someone can have. Or why it’s much wiser to sell yourself before selling your products/service to someone. And the list goes on and on and on, longer than a second hand copywriting goo-roo’s 50+ word mega-headline selling yet another eBook about how to make muney online.

But the most important lesson?

Is the raw contempt people have for strangers who try to sell them something.

It’s pure law of the jungle:

We run from those who pursue us, and pursue those who run from us.

99.99999% of anyone selling online is always pursuing.

Yes, even your favorite goo-roos with their mega funnels or whatever.

That’s why so many people have so much contempt for them.

But guess what?

The upcoming January “Email Players” issue will be showing you how to use this phenomenon with all your sales copy where people pursue you, instead of you pursuing them — including with your emails, sales letters, videos, social media, webinars, one-on-one sales, or any other kind of selling and/or persuasion you do — and this includes customer service if you apply this technique during such times.

The deadline to subscribe in time to get this issue is coming up fast.

Here’s the link:

Ben Settle

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