{"id":4571,"date":"2012-04-24T06:00:00","date_gmt":"2012-04-24T13:00:00","guid":{"rendered":"http:\/\/bensettle.com\/blog\/?p=4571"},"modified":"2012-04-24T06:00:00","modified_gmt":"2012-04-24T13:00:00","slug":"why-im-right-and-everyone-else-is-wrong","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/why-im-right-and-everyone-else-is-wrong\/","title":{"rendered":"Why I’m Right And Everyone Else Is Wrong"},"content":{"rendered":"

Curious and curious…<\/p>\n

Since launching my print “Email Players” newsletter — www.EmailPlayers.com<\/a><\/strong> — last year, several people have suggested (or asked about) it should be delivered via email (instead of hard copy) since it’s about… email.<\/p>\n

Could they be right?<\/p>\n

Is there a disconnect?<\/p>\n

Is it smart sending an email newsletter via snail mail, not email?<\/p>\n

I kinda see why one might wonder this.<\/p>\n

And so it deserves an answer.<\/p>\n

But worry ye not.<\/p>\n

Methinks this’ll be educational<\/em> no matter what you sell:<\/p>\n

1. Do what works<\/strong><\/p>\n

Saying I should deliver paid content about email via email instead of snail mail is like telling someone they should only use sales letters to get clients for writing sales letters.<\/p>\n

Mayhaps that makes sense on the surface.<\/p>\n

But, not when you look deeper.<\/p>\n

For example:<\/p>\n

During the 8-9 years when I did client work, I don’t think I’d ever gotten a client by sending them a sales letter. Instead, they were almost ALL gotten via the phone (especially my top 3 paying clients).<\/p>\n

Yes, I could<\/em> have used sales letters.<\/p>\n

Not saying they don’t work.<\/p>\n

But the phone always got better results.<\/p>\n

In fact, one of my friends built his entire copywriting business attending seminars (not sending anyone a sales letter). And the fact is, a lot of top sales letter writers get their best clients with the phone… not their keyboard.<\/p>\n

So you do what works.<\/p>\n

And the print format has been extremely successful so far.<\/p>\n

Yes, even teaching about the Internet.<\/p>\n

And speaking of format…<\/p>\n

2. Format<\/strong><\/p>\n

Some say format doesn’t matter.<\/p>\n

After all, if the info is good, who cares about format?<\/p>\n

One guy used the analogy “if a hot super model gave you her telephone number written in crayon on a wet used napkin, would it matter???”<\/p>\n

I dunno, Spanky.<\/p>\n

Did she SELL it to you for $100 bones per month?<\/p>\n

If not, it’s comparing apples to oranges.<\/p>\n

I’m sure you’ll agree, if you want to sell a $50 steak dinner, you probably would not put it on a dirty garbage can lid or cheap paper plate, and say, “yeah, but it tastes good!”<\/p>\n

The point?<\/p>\n

Email is not a high quality format to deliver premium priced info.<\/p>\n

If you want to convey quality, “dress” accordingly.<\/p>\n

This goes whether dressing your body for appearance or dressing your product for purchase.<\/p>\n

Which brings us to the next reason…<\/p>\n

3. Impact <\/strong><\/p>\n

Hey, I loveth email.<\/p>\n

And I have profited from it tremendously.<\/p>\n

But for having impact<\/em>, it’s not even in direct mail’s league (it ain’t even in the same sport). It’s almost like Christmas when a piece of valuable snail mail arrives. It generates good feelings in people about you and your business. But most people don’t exactly drool over downloading “air.”<\/p>\n

More:<\/p>\n

There’s a neurological<\/em> reason for this.<\/p>\n

It’s now a documented fact your body dumps a “pleasure chemical” in your brain every time you get an email (this is why people check their emails compulsively, and why it’s such a great medium to sell with). But what most web marketers don’t realize is that, with direct mail (like a print newsletter…) that “pleasure effect” is amplified 100 fold!<\/p>\n

After all, there’s a physical presence.<\/p>\n

You’ve entered their home.<\/p>\n

You’re now sitting with them in their most secure and intimate environment — and they’ve actually paid you to be there.<\/p>\n

It’s not quite the same with email, is it?<\/p>\n

No sir, it ain’t…<\/p>\n

4. The pain-in-the-ass factor<\/strong><\/p>\n

The first person (a good friend) who suggested I should deliver Email Players by email (instead of direct mail) said there might be a disconnect.<\/p>\n

And, maybe he’s right.<\/p>\n

For some there could be a disconnect.<\/p>\n

But you know what?<\/p>\n

Anyone wound up so tightly they wouldn’t subscribe because it’s in paper & ink format instead of digital “bytes” in an email would be such a pain in the ass customer I wouldn’t want them anyway.<\/p>\n

I hope it DOES turn them off.<\/p>\n

Those types suck the life right out of you.<\/p>\n

Anyway, that’s it for now.<\/p>\n

Those are four reasons why I’m right and the people who think I should email the content are simply…<\/p>\n

Wrong<\/em>.<\/p>\n

The next “Email Players” issue mails soon.<\/p>\n

It covers all kinds of info, too.<\/p>\n

Including:<\/p>\n