“Just wanted to let you know, our buddy Art Hamel Died in June. I just got a call this morning. He was something else.”

So came an email a couple days from my friend Michael Senoff.

“Art who?” you ask?

A lot of people don’t know who he was.

But, he was called the “Dean Of Business” back in the 80’s (on infomercials, etc), and he bought over 200 business over 40 years — starting with a small 25 unit motel in California that was barely profitable and took all his time, energy, and money, and was extremely stressful. It wasn’t long after that when he stopped Mickey mousing around and being chintzy (as he would have put it) with small time businesses, and transitioned into buying only multi-million dollar business that gave him zero stress, and that took none of his time, energy, or money.

After that, he started showing other people how to do the same.

(Via his home study course and seminars)

Eventually, he had tens of thousands of students worldwide.

Then, he sort of drifted off into obscurity. One day he was so well known people recognized him at airports. The next, nobody had any idea who he was.

That is, until Michael Senoff saw his course being sold on eBay back in 2004.

Michael is a true hustler.

And, he loves to find obscure old info products, get the rights to sell them, and then offer them to his list.

That’s where I first heard of Art.

Michael and I had just started talking. (He saw some articles I wrote on copywriting and wanted to hire me.) And he called me up and said, “I’d like to hire you to write the sales letter for this course I got the rights to. It’s completely unproven to sell anymore, and I have no idea if it’ll make any money at all. I can either pay you $2,000 or you take a chance and write the ad and we split the sales 50/50.”

Of course, I took the 50/50 offer.

And, I worked my arse off on that sales letter.

I listened and re-listened (dozens of times) to a couple interviews Michael did with Art while driving to my job at the time and while on my breaks and lunch time at work. And, I studied his home study course over and over until I had to peel my dry contact lenses off my eye balls.

The result?

It was a huge success.

So much so, it got the attention of other list owners on Michael’s list in the real estate and biz opp worlds who wanted to sell it to their lists, with me tweeking the sales letters to their voices and country’s vernacular (Australia, the UK, etc). We even did a joint venture with the late Jim Straw (one of my marketing and copywriting heroes) selling it to his list, too.

But, we didn’t stop there.

We also put that bad-boy course up on eBay and got sales.

Then, Michael had the idea to “customize” my ad to appeal to and sell to various different people.

Like, for example, people looking to start vending machine businesses.

Or, people wanting to buy franchises.

Or, people wanting to invest in the stock market.

Or, people who wanted to learn how to invest in real estate.

As well as service business owners, biz opp seekers, and we even had an eBay ad selling Art’s system specifically for Jewish business owners. (It was a tremendous hands-on education — we were learning as we went along on how to sell the same product on eBay to various different markets and niches with a few changes in copy.)

What else?

One of my favorite memories of the whole thing was the Fart Hamel sale.

There was some kind of glitch and we had sets that were printed up with “Fart Hamel” instead of “Art Hamel.” And, in a non-crooked version of Rahm Emanuel’s sales strategy — we weren’t going to let a good crisis go to waste, and had our own “scratch and dent” sale using those.

Anyway, I never met Art Hamel.

Never spoke to him.

Never even exchanged a single email with him.

But, you know what?

He had one of the biggest impacts on my business, my copywriting (I had a helluva “earn as you learn” edu-ma-cation about copywriting during those adventures, and it was that letter where I first used and started refining my Copy Slacker method), and my lifestyle (I was able to pay off a ton of debt — including my car and credit cards — and afford to move out of the butt-hole of the universe I call “Illinois” from my half of the commissions).

One day, I’ll likely even use his system to buy a business, too.

(When I get the bug to.)

Anyway, RIP Art Hamel, you crotchety old genius.

You had one helluva impact on me.

And, in many ways, you had one helluva impact on all the people I’ve helped.

All right, enough beef soup for the soul.

To get the low down on my monthly “Email Players” newsletter, check out:

www.EmailPlayers.com

Ben Settle

BEN SETTLE

  • Email Markauteur
  • Book & Tabloid Newsletter Publisher
  • Pulp Novelist
  • Software & Newspaper Investor
  • Client-less Copywriter

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WHAT OTHERS ARE SAYING

Even when you’re simply just selling stuff, your emails are, in effect, brilliant content for marketers who want to see how to make sales copy incapable of being ignored by their core market. You are a master of this rare skill, Ben, and I tip my hat in respect.

Gary Bencivenga

(Universally acknowledged as the world’s greatest living copywriter)

www.MarketingBullets.com

I confess that I have only begun watching Ben closely and corresponding with him fairly recently, my mistake. At this point, it is, bluntly, very rare to discover somebody I find intelligent, informed, interesting and inspiring, and that is how I would describe Ben Settle.

Dan S. Kennedy

Author, ’No BS’ book series

Ben is one of the sharpest marketing minds on the planet, and he runs his membership “Email Players” better than just about any other I’ve seen. I highly recommend it.

Perry Marshall

Author of 8 books whose Google book laid the foundations for the $100 billion Pay Per Click industry, whose prestigious 80/20 work has been used by NASA’s Jet Propulsion Labs, and whose historic reinvention of the Pareto Principle is published in Harvard Business Review.

www.PerryMarshall.com

I think Ben is the light heavyweight champion of email copywriting. I ass-lo think we’d make Mayweather money in a unification title bout!

Matt Furey

www.MattFurey.com

Zen Master Of The Internet®

President of The Psycho-Cybernetics Foundation

Just want you to know I get great advice and at least one chuckle… or a slap on the forehead “duh”… every time I read your emails!

Carline Anglade-Cole

AWAI’s Copywriter of the Year Award winner and A-list copywriter who has written for Oprah and continually writes control packages for the world’s most prestigious (and competitive) alternative health direct marketing companies

www.CarlineCole.com

I’ve been reading your stuff for about a month. I love it. You are saying, in very arresting ways, things I’ve been trying to teach marketers and copywriters for 30 years. Keep up the good work!

Mark Ford

aka Michael Masterson

Cofounder of AWAI

www.AwaiOnline.com

The business is so big now. Prob 4x the revenue since when we first met… and had you in! Claim credit, as it did correlate!

Joseph Schriefer

(Copy Chief at Agora Financial)

www.AgoraFinancial.com

I wake up to READ YOUR WORDS. I learn from you and study exactly how you combine words + feelings together. Like no other. YOU go DEEP and HARD.”

Lori Haller

(“A-List” designer who has worked on control sales letters and other projects for Oprah Winfrey, Gary Bencivenga, Clayton Makepeace, Jim Rutz, and more.

www.ShadowOakStudio.com

I love your emails. Your e-mail style is stunningly effective.

Bob Bly

The man McGrawHill calls

America’s top copywriter

and bestselling author of over 75 books

www.Bly.com

Ben might be a freaking genius. Just one insight he shared at the last Oceans 4 mastermind I can guarantee you will end up netting me at least an extra $100k in the next year.

Daegan Smith

www.Maximum-Leverage.com

Ben Settle is a great contemporary source of copywriting wisdom. I’ve been a big admirer of Ben’s writing for a long time, and he’s the only copywriter I’ve ever hired and been satisfied with

Ken McCarthy

One of the “founding fathers”

of Internet marketing

www.KenMcCarthy.com

I start my day with reading from the Holy Bible and Ben Settle’s email, not necessarily in that order.

Richard Armstrong

A List direct mail copywriter

whose clients have included

Rodale, Boardroom, Reader’s Digest,

Men’s Health, Newsweek,

Prevention Health Magazine, the ASCPA

and, even, The Limbaugh Letter.

www.FreeSampleBook.com

Of all the people I follow there’s so much stuff that comes into my inbox from various copywriters and direct marketers and creatives, your stuff is about as good as it gets.

Brian Kurtz

Former Executive VP of Boardroom Inc. Named Marketer of the Year by Target Marketing magazine

www.BrianKurtz.me

The f’in’ hottest email copywriter on the web now.

David Garfinkel

The World’s Greatest Copywriting Coach

www.FastEffectiveCopy.com

Ben Settle is my email marketing mentor.

Tom Woods

Senior fellow of the Mises Institute, New York Times Bestselling Author, Prominent libertarian historian & author, and host of one of the longest running and most popular libertarian podcasts on the planet

www.TomWoods.com

I’ve read your stuff and you have some of the best hooks. You really know how to work the hook and the angles.

Brian Clark

www.CopyBlogger.com

Ben writes some of the most compelling subject lines I’ve ever seen, and implements a very unique style in his blog. Honestly, I can’t help but look when I get an email, or see a new post from him in my Google Reader.

Dr. Glenn Livingston

www.GlennLivingston.com

There are very, very few copywriters whose copy I not only read but save so I can study it… and Ben is on that short list. In fact, he’s so good… he kinda pisses me off. But don’t tell him I said that. 😉

Ray Edwards

Direct Response Copywriter

www.RayEdwards.com

You’re damn brilliant, dude…I really DO admire your work, my friend!

Brian Keith Voiles

A-list copywriter who has written winning ads for prestigious clients such as Jay Abraham, Ted Nicholas, Dr. Stephen R. Covey, Robert Allen, and Gary Halbert.

www.AdvertisingMagicCopywriting.com

We finally got to meet in person and you delivered a killer talk. Your emails are one of the very few I read and study. And your laid back style.. is just perfect!

Ryan Lee

Best-selling Author

“Entrepreneur” Magazine columnist

www.RyanLee.com

There’s been a recent flood of copy writing “gurus” lately and I only trust ONE! And that’s @BenSettle

Bryan Sharpe

AKA Hotep Jesus

www.BooksByBryan.com

www.HotepNation.com

I’m so busy but there’s some guys like Ben Settle w/incredible daily emails that I always read.

Russell Brunson

World class Internet marketer, author, and speaker

www.RussellBrunson.com

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