A Twitter anon declares:

“Gen X hate is finally happening and I’m here for it. Everything you hate about Millennials and Zoomers? It all came from Gen X — Millennials grew up with media made by Xers, and Zoomers were raised by Gen X. This reckoning is long overdue.”

Not to burst the Zoomer’s bubble, but Gen X is not likely to care.

In fact, most of us find it amusing, and even comfortable, as our natural state has been to be hated literally from the womb. The boomers genocided nearly 30% of us at the peak of their abortion blood lust worship. And the government actually had to remind the rest of the boomers we even existed at all, by running a PSA every single night that said:

“It’s 10:00. Do you know where your children are?”

You know how you can tell who the latchkey kids were?

A lot of us helicopter parent.

In my case, I was farmed off to babysitters almost every night until 6th or 7th grade, after which I became the proverbial latchkey kid throughout middle school and high school. So when Willis was born, I told Stefania the only people allowed to babysit the boy are his grandparents. And, in fact, the only way the boy will ever so much as step foot in either a daycare facility or a public school is when he’s an adult, to buy the building, condemn it, then set fire to it, and then douse the ground around the ashes with salt and holy water just to be sure.

Related:

A few weeks ago I saw another bit on Twitter about generational hostility.

In this case, it was a headline that said:

“Gen Z are over having their work ethic questioned: ‘Most boomers don’t know what it’s like to work 40+ hours a week and still not be able to afford a house.”

Obviously, I’m far from being a boomer apologist, but that’s simply not true.

Zoomers thinking boomers didn’t work their asses off well over 40 hours per week, while making crap pay, with far less opportunity to start businesses than everyone has today (i.e., no internet, no social media, you had to actually create a business plan and beg banks and friends for a loan) while stuck in dead end careers, and living in cramped 2 room apartments surviving off TV dinners, are out of their minds.

For example:

My boomer dad didn’t own his first home until he was 40 while working full time as a cop and driving semi trucks on his days off. My boomer mom didn’t own her first house until around 40 either, which then took 2 years to fix up to be habitable (while my brother and I lived in our grandparents’ already cramped house), while working full time as a waitress and juggling going to nursing school.

And that ain’t anecdotal.

It was far more the rule rather than the exception where I grew up.

Every generation has their form of trauma bragging.

But I think what makes Gen Z’s stand out is how silly it sounds.

Which, if we’re all being honest, is their parents faults for not raising them right, giving them participation trophies and safe places, outsourcing their education to hippie burnout Gamsci/Frankfurt School disciples shoving cultural Marxism down their throats while teaching them to worship the false gods of feminism/multiculturalism/environmentalism/pronouns/tolerance/inclusiveness/magic dirt theory… instead of Jesus like their forefathers did.

Sprinkle in a fake pandemic further screwing ‘em up, and we are…

Now, a caveat:

Whenever I talk about this I always hear from people who struggle with context.

Obviously, not every Gen Z kid still prances around with a mask on nattering on about being the resistance with pronouns and foreign flags in their bios any more than every Boomer forgot their kids existed or every Gen X is as apathetic as Bender from The Breakfast Club pre-buying marsh mellows to roast in the fires of societal collapse.

These things are always fractal.

And, in fact, I believe my list has very few of the “crud” from each generation on it.

So if anything, this entire email is probably preaching to the choir.

Okay, I will end with one more funny story about this:

In the twitter thread I began this email with (about hating Gen X) there was some younger guy also hiding behind a cartoon picture who sounded like he was literally in tears over this finger wagging at me about how “Gen X never cared…” I mean the little schlub was legitimately upset by it. And so, to further trigger him, I joked about how my attitude towards Gen Z is like the insane Irishman Stephen from the movie Braveheart — when arrows are raining down upon them, puncturing their flimsy wooden shields, arrowheads sinking into skulls and bodies and even butts… with blood and despair everywhere.

During this, Stephen tells William Wallace:

“The Lord says He can get me out of this mess. But He’s pretty sure you’re fooked!”

Anyway:

Boomer or Gen Z, there is hope for your business at least.

And that is the paid Email Players newsletter.

You can read more about it here:

www.EmailPlayers.com

Ben Settle

BEN SETTLE

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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.

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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.

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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!

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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!

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A List direct mail copywriter

whose clients have included

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Men’s Health, Newsweek,

Prevention Health Magazine, the ASCPA

and, even, The Limbaugh Letter.

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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.

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

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Ben Settle is my email marketing mentor.

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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

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

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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.

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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

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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!

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Best-selling Author

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

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

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