Ben Settle

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File under: inner game

One of the single most engaging websites that has ever existed — until WordPress de-platformed it — was the infamous Chateau Heartiste.

A mirror copy still exists.

However, it does not seem to be active at all, with no comments, etc.

But the original site was like a giant, mutated tractor beam created in a secret government lab for capturing, keeping, and perpetuating massive amounts of engagement from friends and foes alike. When it was just about dating and didn’t really go too much into politics it was especially popular, from what I remember.

Especially his “16 Commandments of Poon” article.

One of said commandments being:

“Never apologize.”

The reason?

“…Apologizing increases the demand for more apologies. She will come to expect your contrition, like a cat expects its meal at a set time each day. And then your value will lower in her eyes. Instead, if you have done something wrong, you should acknowledge your guilt in a glancing way without resorting to the actual words ‘I’m sorry.’ Pull the Bill Clinton maneuver and say ‘Mistakes were made’ or tell her you ‘feel bad’ about what you did. You are granted two freebie ‘I’m sorry’s’ for the life of your relationship; use them wisely.”

And so it is.

It is also true in business, too.

One of the reasons the sudden incessant virtue signaling from internet marketers, life coaches, and other brands during the recent protests was so cringeworthy to watch was all the bizarre grandstanding & apologizing.

My woman Stefania has seen this apologize culture up close.

And it’s quite fascinating to behold.

In fact, a couple years ago, I sent her as my spy (no men allowed) at a workshop designed to teach women how to not be racists. And she said a woman she’d never met before apologized to her, and sent her $50 via PayPal.

As she put it:

“She came up to me, FAR too close to my face, looked at me dead set, unblinkingly in the eyes, and said ‘I appreciate you. Thank you. I’m sorry.’ and then like 10 minutes later I got a PP notification. It was very weird and off-putting to say the least.”

Truly astonishing.

And it was by far some of the best marketing research I ever paid for.

Not only did the whacky antics she witnessed inspire chapter 6 of the bonus novel in my “Enoch Wars: Omega Edition” book… but the reason I sent her was I simply HAD to know precisely how the chick running it created such a berserker-like following of obedient customers that eagerly come when called, submit to her every whim, crave her approval, and send her money on command — including, most recently, buying her a house, free and clear.

But back to all the apologizing internet marketers:

Apologizing is the worst thing you can do in today’s cancel culture.

It won’t prevent you getting cancelled, it’ll simply accelerate it.

And it will never help you, even if you happen to be guilty of that which you are being accused. All it does is encourage more attacks, more trolling, and more demands for more apologies. And it’s also something I suspect some of these internet marketers going for the Gold Medal in the Virtue Signaling Olympics will be finding out the hard way.

Anyway, point of all this?

There are many.

Extract them at will.

On another note:

I talk a lot more about the recent internet marketer Virtue Signaling Olympics in the elBenbo’s Lair insert inside the July “Email Players” issue — including a missed opportunity some of these marketers could have taken advantage of to make lots of sales.

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Ben Settle

  • Book & Tabloid Newsletter Publisher
  • Email Supremacist
  • Alt-Copywriter
  • Software Investor
  • Pulp Novelist

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