Today’s email doesn’t apply to everyone.

In fact, most people can safely delete it.

It’s for the “uninitiated” only.

And it is basically an unorthodox “FAQ” for the influx of newer subscribers I’ve gotten over the past few months, answering common questions I’ve already addressed in the past. Like, for example, why I don’t sell eBooks, which copywriting products I recommend, my opinion of NLP, do I ever have sales, which marketing gurus do I trust (and which ones do I avoid), and so on, and so forth.

So there’s no real “tip” today.

Just links to prior emails that are now on my blog.

And a way we go…

• Why I don’t sell digital products
• Underrated marketing books I recommend
• Why I don’t (usually) hold sales
• Marketing gurus I like
• Marketing gurus I avoid
• Top 10 copywriting courses
• My lexicon of terms and words
• Why I don’t (usually) sell products via affiliates
• Movies I recommend for marketers
• Top 10 swipe file ads
• My uncensored opinion of NLP
• Why I send full emails instead of teasers to a blog

Anyway, that’s all for now.

Have a GREAT weekend, my friend.

Ben Settle

My last email about being meticulous prompted a question.

Specifically, the part about writing ads out by hand.

Does doing that really work?

And if so, whose stuff do you copy out?

First off, yes, it DOES work.

After a while, you get a feel for the copywriter’s sense of style, pacing (you can only learn pacing by doing it), and methods of structuring a sales pitch.

Yes, it’s tedious.

And yes, your hand WILL likely cramp up.

But it’s well worth it.

As for the second question, whose stuff do you write out?

At first, I partook of them all.

I copied out all the ads I could get my hands on by Gary Halbert, John Carlton, Gary Bencivenga, Scott Haines, Dan Kennedy and others at the top of their game. I also tried my hand (pun) with some of the “vintage” copywriters’ ads too — like Robert Collier, Maxwell Sackheim, Eugene Schwartz and some others I found in a book called, “The 100 Greatest Advertisements.”

Eventually, I focused on studying just one copywriter.

I made that person my “virtual mentor.”

And I did that because his ads were especially appealing to my personality, and they weren’t really a chore to copy out because I enjoyed reading his ads so much anyway.

What’s that?

You want to know whose stuff I focused on studying?

It doesn’t matter.

In fact, I’d rather not even say.

Read all their stuff and pick the copywriter(s) whose style and work resonate with your unique peculiarities.

And then, get ye to work.

Oh, and one more thing:

I do NOT suggest copying us Internet copywriters.

Do this with the old school direct mail copywriters whose ads compete in the Octagon each day against stiff competition where real money (paying for postage and printing and competing for royalties) is on the line.

That’s what separates the men from the boyz.

And you can’t go wrong with them.

Ben Settle

P.S. Time’s running out to get my next Crypto Marketing Newsletter issue, which is all about how to write bullets — one of the single most profitable skillz you can ever possess.

Subscribe here:

Uh-oh…

Methinks my dog is getting a bit “portly.”

We’re not fabulously wealthy here at Casa de Settle, but we do well enough to buy the best dog food (thank God) so we can keep her healthy (and, unfortunately, a tad plumper than she should be) for many years to come.

But it wasn’t always that way.

There was a time when we could barely afford to eat at all!

And if we’d had our dog at the time, she probably would have been raised on the crap food found in grocery stores (which is mostly the equivalent of fast food).

Things were pretty dark back then.

I had no natural copywriting or marketing talent.

And I couldn’t sell my way out of a paper bag.

So the only thing I could think to do was something one of my high school coaches drilled into my head: “outwork the other guy.” And so I did. When I got a book or course, I tore through it 5, 10, 15 times.

I’d write other successful ads out long ad while at my job.

And EVERY car trip had marketing training playing.

Did it pay off?

I dare say it did.

I’m nowhere NEAR to my ultimate goals. But I’m dang glad I took my licks back then, and got into the habit of outworking everyone I compete against, and being more meticulous than they are.

For example:

• Going through books, courses and training 15+ times (I’m on my 22nd time through Gary Bencivenga’s course right now)

• Researching products I sell for weeks on end

• Refining my ads by reading them out loud 10 times

• Knowing products I sell better than even the authors do

And so on, and so forth.

It pays to be meticulous like this.

Luckily, it takes no particular brains or talent, just the desire to succeed and the faith to know it works.

Very simple, my friend.

Maybe not easy.

But definitely simple.

Ben Settle

P.S. Another thing I’m super meticulous about is writing bullets in my ads. The more bullets I fire off, the higher the response. I’ll show you all my best bullet writing tricks in the next Crypto Marketing Newsletter which goes to print Monday.

Here’s where to subscribe:

It’s funny how life works sometimes.

Back in college around 1995-1996 I was an avid subscriber to Men’s Fitness, Men’s Health and other similar magazines.

And I got a LOT of cool direct mail.

A couple promotions were especially good.

So good that, not only did I buy the products they were selling… but I ended up KEEPING the ads — including dragging them with me the 7 or 8 times I moved after graduating college.

(Incidentally, I later found they were Gary Bencivenga ads.)

Question is… what made me want to KEEP them?

Even after I bought the products they sold?

The answer?

The bullets on the covers.

Oh yeah!

Those bullets were absolutely irresistable.

I just HAD to keep them because whenever I looked at the covers of those ads (they were technically “bookalogues”), I’d see these teasers and think, “I may want to look that up some day…”

They were that masterfully written.

And it’s a perfect example of how taking your time and writing truly irresistible bullets (and not rushing through them) can add YEARS to your ad’s life.

Even if they don’t buy now… maybe they will later?

Hey, it only takes one bullet to close the deal.

So anyway, the message is clear:

Nobody spends enough time on their bullets.

And if you want to become a human bullet machine, then head ye over to “The Crypto Marketing Newsletter”:

The next issue is soup to nuts about bullets.

Including a few “sneaky” things few people know about.

But it goes out next week.

So grab it while the grabbin’s good…

Ben Settle

Did I tell you about my latest project?

It’s a book.

Specifically, a book for Christian entrepreneurs I’ll be giving away free as a PDF, or if you want to read a hard copy, it’ll be on amazon.

But here’s the rub:

I’m NOT the one “writing” it.

Instead, I’m interviewing various people I respect on the subject and turning the transcripts into the book.

So they’re doing the real “work.”

And I’m just holding the clipboard…

Anyway, one of the people I interviewed is my friend Greg Perry (he’s got a few awesome info-products selling cheap on his eBay page at www.BidMentor.com), and we were rapping about customer service and how just doing THAT part right beefs up sales.

His example was “Chick-Fil-A.”

A fast food joint here in the US.

One night it was pouring rain, and a Mom with 3 young kids ordered at the drive-thru after the dining area closed (just the drive-thru was open). And when she paid, she asked if they could eat inside, instead of in the car?

Let’s face it.

Most places probably would have scoffed.

Or maybe even laughed at her.

But as Greg said:

“Not only did they say yes, but when the Mom got parked, she looked up and THREE Chick-Fil-A employees were next to her car with UMBRELLAS to escort her and her kids inside through the pouring rain. And when they got inside (completely dry) the table was already set up with plates, utensils, napkins, drinks, and straws!”

Holy shnikes!

Now THAT’S customer service!

And is there ANY doubt that family, and their friends, neighbors, co-workers, little-league coaches and everyone else they know… did not hear about this story and be instantly SOLD on Chick-Fil-A?

Price almost doesn’t matter at that point.

And even food quality is secondary.

Fact is, customer service is a bad joke today, and most businesses treat their customers like a “herd” of cattle, instead of people to be served.

And that’s GOOD news for us.

Why?

Because now it’s all about R-E-S-P-E-C-T.

It makes you instantly stick out.

And if you give it, you almost can’t lose.

Ben Settle

Good golly Miss Molly most TV ads suck.

I mean, they’re just awful.

I’ve probably lost many an IQ point just by watching them (even with the sound off!)

But, you know what?

There’s ONE commercial campaign that’s a persuasion masterpiece. A commercial so powerful, it’s beefed up sales in ways its competitors can probably only dream about, while making people tingle with excitement whenever it airs.

What commercial do I babbleth about?

The Dos Equis beer commercials.

Oh yeah, baby!

In fact, last year while overall imported beer sales were down 4%… Dos Equis sales were UP 22% (with sales tripling in Canada, even though it’s more expensive there).

How do they do it?

What’s their “secret”?

They give you an adventure.

In other words… these commercials don’t mess around showing wannabe alpha males hitting on hot babes in a bar or whatever. Instead, they feature a man who is, well… interesting (“the MOST interesting man in the world…”)

Women love him, and men want to BE him.

Frankly, he’s so cool, he’s the life of parties he doesn’t even attend. Has awkward moments just to know what it feels like. And when aliens abducted him, they asked him to probe them…

Anyway, the ads are brilliant.

And, much of it’s because of this “adventure factor.”

They give you a dose of excitement.

And they let you live vicariously through someone cool (unfortunately for the Dos Equis dude, he’s SO cool, he has to live vicariously through himself…)

The result?

People BUY the product.

And not necessarily because it tastes good… but because they hope the Dos Equi man’s awesomeness will rub off on them.

Anyway, something to think about.

A little adventure goes a long way in advertising.

Stay thirsty, my friend.

Ben Settle

P.S. One of the best places to give people an exciting adventure in your ads is in your bullets. Many a big ticket item has been sold on the strength of just ONE bullet buried on page 7 of a long copy ad.

And you know what?

The next issue of The Crypto Marketing Newsletter is ALL about how to write bullets that can close the deal like this.

You can still subscribe before it goes to print over at:

I just found the coolest FaceBook fan page.

Frankly, if I could only “like” one fan page, this’d be IT.

What page do I speaketh of?

Kramerica Industries’ fan page, baby.

Kramerica Industries was a “business” (er, sort of) created by Cosmo Kramer in the show “Seinfeld.” Some of his business ideas were actually pretty good (like the pizza place where customers make their own pie and the bottle that squirts both ketchup and mustard)… and others were a disaster (like the giant rubber bladder system for oil tankers…)

Anyway, very cool fan page.

And kinda inspiring, too.

Because no matter how nutzo Kramer’s ideas seemed… you had to admire his scrappy entrepreneurial spirit as he sallied forth and tested them anyway.

Too bad we don’t see this online more.

Especially when it’s so easy to test.

For example:

I’ve seen truly “hideous” ideas kick bootay online — like not using testimonials, guarantees or even a headline. Marketers look at those things and cringe. It’s sorta like another Seinfeld episode where Jerry’s girlfriend paints Kramer’s portrait, and two snooty art buyers look at the painting in both disgust and awe: “He is a loathsome, offensive brute — yet I can’t look away…”

That’s EXACTLY how it is, too.

But you gotta test those “loathsome” ideas.

Even if they offend your pre-conceived views.

And even if they make no sense.

Hey, Kramer would.

And if it’s good enough for him…

Ben Settle

P.S. As customers of my Street-Smart Email course know, Seinfeld is one of my “secret weapons.” To learn how to use the show to beef up ye olde profits, simply hop on the notification list for when I re-release it at:

Here’s a testimonial for it that rolled in yesterday:

Hi Ben,

This email course is incredibly valuable.

I can’t think of another info product I’ve purchased in the last 3 years which comes close. The last time I got this much value out of a course was Glenn Livingston’s $1,200 “How to Double Your Business”.

Thanks so much for the knowledge.

I’ve listened to the cd’s twice and read the transcript once. Each time I get something new. My sales have never been higher, and I’ve been getting a lot of positive feedback from members as well.

Thanks Ben – this is fun, and profitable!

- Travis Giggy

Everyone wants the “big secret” to marketing.

One person will say it’s video.

Another mastering Google.

Yet another will say copywriting… or content… or salesmanship… or podcasting… or social media… or email… or blogs… or… whatever the new fad of the week is.

Well, here’s the real secret:

There IS no secret.

Actually, I take that back.

There is a secret… but it’s only a secret to people always looking for secrets, because to the rest of us it’s not a secret, but is often packaged up as a secret in the secret goo-roo courses since so few people understand it, and thus it still seems like a secret.

So anyway, here’s the secret of all secrets:

The message to market match.

That’s it.

Match the right message to the right prospect (and at the right time) and you will win this crazy game we call marketing.

And it won’t matter what “media” use, either.

Or how killer your ad is.

Or how much you know about technology.

In fact, imagine this:

There are two marketers slugging it out in the market. One has all the high technology, video, connections, JV partners, money to spend on advertising, the whole sha-bang… but his message is about as appealing as a dead carp to his market. And the other has the message to market match down PAT… but his tools are just a notebook and a ballpoint pen (and maybe a library with Internet access).

Who do you think would win?

And who would you bet your green stuff on?

It’s really no contest, is it?

The message to market guy would hand a severe whoopin’ to the fancy pants guy every time.

Anyway, the point is marketing is not magic.

It’s not “voodoo”, either.

Heck, it ain’t even a card trick.

It’s just solid fundamentals.

He (or she) with the best fundamentals wins.

Ben Settle

P.S. When you subscribe to The Crypto Marketing Newsletter the free bonuses (you get immediately upon subscribing) immerse you in pretty much all the fundamentals of online marketing — copywriting, PPC marketing, affiliate marketing, article marketing, audio marketing, local marketing, email marketing, blogging, setting up joint ventures… the whole canine ka-boodle.

We’re talking solid fundamentals.

And they’re yours for the taking at:

Bam! Bam! Bam!

That’s the sound of your ad killing your competitor’s ad.

Well, that is, if you know how to use bullets.

Sadly, most people don’t (even if they think they do). And, in many cases, do more HARM than good to their sales when using bullets in their ads

Like, for example…

1. Making them all start with “how to” (zero variety)

2. Overpowering the reader with only straight benefit bullets — with no tease, mystery or romance

3. Being TOO clever (and thus, too confusing)

4. No strategy in placing them (every single one of my bullets is where it’s at for a reason, are yours?)

5. Not writing enough bullets

6. Not being aware of the aesthetics of a good bullet (don’t worry, I’m not getting artsy-fartsy on you here, but there’s something to be said for spacing bullets so they enhance the ones around it)

7. No curiosity factor

8. Too boring (no fun or adventure reading them)

Anyway, here’s the sad truth:

Most ads shoot blanks, not bullets.

And that’s why, if you did nothing but avoid the amateur mistakes above in YOUR bullets, I’d bet someone else’s money you’d find a nice little boost in ye olde profits.

Oh, and don’t forget…

The next Crypto Marketing Newsletter is ALL about bullets — including many ways I’ve never revealed before. (Not even in my copywriting book.)

You can still subscribe in time at:

Ben Settle

Do you ever struggle writing headlines?

If so, methinks I got just the tonic you need to take the “sting” out of the process for you.

Check this out:

A few years ago, I had a major case of “headline block.”

I was writing a sales letter for a top Internet marketing genius (a real guru, not a goo-roo) and he did not allow anything but a copywriter’s BEST effort top to bottom. And so even though I’d written a few hundred headlines for it (I got a bit obsessive…), I knew NONE were up to par and would be rejected.

Then out of the blue he made a suggestion.

A suggestion that quite literally changed the way I write ads.

What was his suggestion?

“Check your bullets. The headline might be hiding in there.”

Boo-YAH!

Why didn’t I think of that?

So I went through the 50+ bullets I’d written for the ad and there it was. No… not in its final, “polished” form. But the germ of the headline was there. And it only took a few tweaks to turn it into the headline that’d close the deal.

The point?

Your headline really is nothing but your best bullet.

And if you’ve written your bullets correctly, then chances are you’ve got yourself a shiny, sparkling, candy-like headline already waiting for you.

Go back and check ‘em out.

It can save you a LOT of time and grief.

And hey, if you don’t know how to write bullets, then just crack open the next Crypto Marketing Newsletter issue which goes to print August 1st.

It’s ALL about bullets, baby.

Most of my ads average well over 50 bullets.

(One ad has almost 200 bullets!)

And this issue reveals the 12 ways I use to pump ‘em out.

You can subscribe over at:

Ben Settle