Ben Settle

  • Book & Newsletter Tabloid Publisher
  • Gonzo Email Specialist
  • Anti-Professional
  • Pulp Novelist
  • Alt-Copywriter

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File under: Email Marketing

Back when I was writing a lot of sales letters and emails for the prostate problem and weight loss niches, I found the research part to be tedious and time consuming.

I was in a position where I had to write a LOT.

As in, a combined 20 or so emails, articles, and blog posts per day.

(For those two markets, my own projects, and also for a client who had me on retainer. It was brutal, but also one of the best things that ever happened for my writing, in many ways. But I digress…)

Then one day, I had an Obvious Adams moment.

I was on a lot of direct mail lists for those markets.

And, I was getting a lot of great promotions.

While reading these promotions it occurred to me:

A lot of research for these markets was already done… by some of the best writers in the game… and already “vetted” by the powers that be for accuracy and claims. And, well, I was not too proud to take the scientific and other research these other writers had worked so hard to compile for me (how generous of them!), use it for my purposes, and, yes, in my own words (not copy & paste — lest you get the wrong idea). They even went through the trouble to source their findings, so I could see and access them myself.



But profitable.

And, also quite the time saver, too.

And, that’s the lesson:

If you are in a market with lot of direct mail, realize some very smart copywriters have very likely done a lot of research for you. This won’t apply to a lot of markets outside of health-related.

But, it’s something to keep in mind.

Anyway, there is much to learn from great direct mail.

And, in the January “Email Players” issue, I show you how to “adapt” great magalogs especially into great emails, without plagiarizing, copying & pasting, or foolishly trying to swipe someone else’s personality.

This puppy goes to the printer in 4 days.

Here’s the link to get it before the deadline:

Ben Settle

  • Book & Newsletter Tabloid Publisher
  • Gonzo Email Specialist
  • Anti-Professional
  • Pulp Novelist
  • Alt-Copywriter

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