Back in the 1950′s the great ad man David Ogilvy who (for all I know) may have never even sent an email in his entire life… discovered a crazy effective way to help build your email list, make you stand out in overcrowded markets and, yes, increase your sales.

Plus, he did it without the Internet.

Without Google.

And, without “technology.”

What happened was, Mr. Ogilvy was hired to create advertising for Hathaway shirts. Originally, he did the standard (but brilliant) thing of putting a Hathaway shirt on on a worldly-looking dude in a rugged background. The same psychology that worked for Marlboro and, today, the Dos Equis Man.

He wanted to create a sense of ruggedness.

A feeling of “badassery.”

Nothing really “new” about it at the time.

But, what Ogilvy did to spice things up was put a cheap eyepatch on the model — instantly giving him a more swashbuckling, daring and adventurous look.

Not just a rugged sophisticated man.

But an eccentric man.

A man who smacked of excitement and, yes… danger.

(“Why DOES he wear that eye patch…?”)

Those ads ended up running in all the major publications of the day and exploded Hathaway shirt sales.

OK, so why am I telling you this story?

And, how does it help your EMAIL list building?

Well, there’s a secret way one of my friends and I have spent months perfecting to use Ogilvy’s idea to get lots of new email opt-ins. Way more than you are getting now. And, with your existing traffic.

And guess what?

I spill the beans in the July “Email Players” issue.

But, time is short.

She goes to the printer in 2 weeks.

Subscribe here before it’s too late:

www.EmailPlayers.com

Ben Settle

“Ben you come off too abrasive in your emails sometimes. It kind of intimidates me lol you should not be so confrontational and abrasive for those of us who are put off by it Think about it.”

Well aren’t you a delicate little snowflake?

Listen, when I want your opinion I’ll beat it out of you…

Heh.

Anyway, to answer the question:

No.

If anything I’m probably not pushing hard enough. I WANT to scare away people who are easily shocked and offended. My whole thing is to repel people who need hand holding to implement what I teach, permission from their wives to buy what I sell, or to be coddled by ever-extending “free lines” of freebies before *maybe* getting around to doing something to solve their problems.

In other words…

I hunt blood thirsty tigers and bears.

Not timid little bunnies and chipmunks.

The ferocious beasts I hunt have lives to live.

Goals to attain.

And, battles to conquer in life.

The bunnies and chipmunks are the opposite.

They’re scared.

Afraid to make a move.

And, often plagued with analysis paralysis and fear of failure (or of what others will think about them).

Now, I ask you:

Which kind of customers would you prefer?

Those aggressive about solving the problem your product solves? Or those who meekly tip toe around suffering and drama queening never taking action or doing anything to better their lives?

My ways still catch some bunnies and chipmunks.

But, I always throw them back.

(By refusing their purchase or firing them as customers).

I don’t even bother with ‘em.

Hey, if you want to waste your time hunting milquetoast bunnies and chipmunks, scraping by licking peoples’ boots (who have zero intention of buying) and working like a mule to please them lest you scare them away… there are plenty of other people to learn from.

But if you want to hunt the snarling wild beasts?

The ones aggressively seeking solutions?

Then I’m your huckleberry.

I can take you into the jungle, show you the tools and techniques for getting your products in your market’s hands (so they can improve their lives) and get paid handsomely for doing it.

That’s what “Email Players” is about:

Hunting *aggressive* beasts, tigers and lions.

And, scaring away the timid creatures.

To learn my ways, go to:

www.EmailPlayers.com

Ben Settle

A guy was lamenting on a message board about how he bought some goo-roo’s super expensive “how to get rich online” product, was handed a pile of regurgitated garbage and can’t get his money back.

He also said it wasn’t the first time this has happened.

That he’s been “conned” before.

And, he was “tired of the hype!”

Then a chorus of others joined in.

Each with their own sob story.

Each one saying how they’ll NEVER trust another goo-roo again, didn’t see it coming, they’re all the same, etc.

My first reaction?

Well, I don’t wish bad things on these dudes.

And they have a right to be pissed.

But, when they cry about how they were burned **multiple** times buying from the exact same kind of overhyped nonsensical ads (they KNOW are BS, but buy anyway) with blind claims and no credibility whatsoever… they’re pretending to be **innocent** victims… instead of **willing** victims. I mean, let’s be honest: Just because a goo-roo is offering you candy doesn’t mean you have to hop into the back of his windowless van.

Anyway, just something to think about.

Bottom line is this:

Before buying (from me or anyone else — especially something like the “Email Players” — www.EmailPlayers.com — newsletter) use common sense.

Don’t buy on “impulse.”

And, control your emotions.

That’s free advice…

Ben Settle

Raw.

Opinionated.

Controversial.

Brilliant at pitching his books.

Doesn’t dance to anyone else’s tune.

(A great example of how email writers should be.)

Plus, he also does what he calls:

“Encore presentations”

This is where they simply replay some of his older shows. So, for example, instead of a fill-in host when he’s out, they’ll replay some of his older clips and rants.

Does the audience get mad?

Not at all.

We get as much (even more) enjoyment as the first time.

And guess what?

You can do the same with emails.

When I do “encore” emails 99.9% of people never even realize it. In fact, I usually get even MORE sales from “recycled” emails.

The only caveats are:

1. The emails must be good (not lame)

2. You will have to have written lots of emails

(I rarely reuse anything less than 9-12 months old)

Anyway, this is just one of the profitable email techniques I’ve borrowed from the talk radio business. And in the next “Email Players” issue I talk about some more reasons why the talk radio email format blows all other ways out of the water.

It also reveals:

• David Ogilvy’s bizarre email list building strategy (for all I know, the guy never sent an email in his life — but I have used this technique he invented to exponentially grow my list in the past 16 months without spending any money or time whatsoever)

• A secret way to make your emails stand out in the inbox over and above anyone else’s (even if they’re better “copywriters”)

• How to do special sales without angering those who paid full price

• How to “recruit” high paid Hollywood screenwriters to help you sell your products via email

• Plus, a special bonus report showing you how to use “reverse SEO” to get Google to send you oodles of free (highly targeted and qualified) traffic in as little as 4 weeks

• And a ho’ bunch mo’…

She goes to the printer in a couple weeks.

Subscribe here in time:

www.EmailPlayers.com

Ben Settle

“I noticed that you still use sales letters instead of videos. Have you tried using videos but the sales letters are still more profitable?”

I hate video.

Think it’s way overrated.

And, should be abolished.

In fact, when I rule the world my FIRST edict will be to turn the Internet back to all plain text — no audios, no animation and no friggin’ videos.

But, to answer your question:

Yes, I have used it (not for BenSettle.com products).

And my results have always been the same:

No difference in sales.

And the reason why is (1) I never tested it on purely “cold” traffic, in which case there probably would have been a big difference in response (not necessarily with video winning — text hands video a beat down way more often than the online video evangelists will ever admit) and (2) my emails did most of the selling.

Yes, my little droogie, it’s true.

Emails made the tests irrelevant.

That’s not to say sales letters aren’t important.

Especially to cold traffic.

So I still put my best effort into them.

But, when you do email the right way, you could very well find your split tests to your lists yielding little or no real winners.

At least, that was always my case.

Your results may vary, of course.

So, here’s my advice:

Do whichever format you want.

Then write an email each day designed to get people to go to your ad, when they will be far more receptive to your message.

That’s where “Email Players” comes in.

With my system you can write emails fast.

In a fun and interesting way.

And, bring in more sales.

Subscription info at:

www.EmailPlayers.com

Ben Settle

“you promote your link to your monthly “Email Players” newsletter in every email… What are your thoughts on people becoming “blind” to this since it is promoted in every email? Just wanted to know your opinion, and feel free to rip me if you need to. Thanks man!” – Paul

It’s all good, Paul.

I won’t rip ya.

In many ways, pounding your list with a pitch every. single. day. would seem like overkill. But, I do it because of one reason, and one reason only:

It works.

And it works for lots of reasons, like:

• Procrastination — people will literally have an email that “got” them sitting in their inbox for weeks and months sometimes… and each email you send builds on each other to help bring ‘em over to your side of the force…

• Builds your credibility

• Lets you show different aspects of your offers/benefits

• Makes it easier to buy from you — People rarely ask what product they should buy or start with, there’s some cool psychology here I talked about in the April 2013 “Email Players” issue (about my business model)

• You stand out from ALL your competition

• Keeps you in top-of-mind status

• Repetition — David Ogilvy learned while working for pollster George Gallup that people needed to hear a film mentioned 7 times before seriously thinking of seeing it. Today’s skeptical buyers sometimes need to see an offer 50+ times before buying…

Hey, I WISH less emails worked better.

I’d get my lazy on.

But alas it ain’t so.

Luckily writing daily emails is simple.

At least, if you have a system to work with.

Like the one in the “Email Players” newsletter.

More info here:

www.EmailPlayers.com

Ben Settle

A lot of people wince at it and think it’s uncivilized or whatever, but I kinda dig it. It’s got lots of edgy terms with great plays on words/letters that are awesome for emails.

One of my favorite terms on there is:

“SIMP”

This is guy who’s really a sissy, but acts like a pimp.

In other words…

He’ll talk about how he’s the man, doesn’t care about his girl, is a stud, etc.

But, in reality, he kisses her bootay.

Worships her.

And, is basically whipped.

We got some online SIMPS, too. I speaketh of people who act like they’re super experienced and know what they’re talking about with emails, sales letters, marketing, etc.

But really, they’re just amateurs.

With no real experience.

No real successes.

And, no real reason to be teaching anything.

Someone recently tested me to see if I’m just a SIMP online. She made the comment that, yeah, selling “how to make money” stuff (like email training, for example) is easier than other products. But what else outside this niche have I been successful selling?

I don’t blame people for asking this.

I think more people should.

The answer is hellz yeah I have.

I’ve successfully sold products for weight loss, prostate problems, golf, self defense, fitness, health supplements, dog training, dressing for style, and a bunch more. (Frankly, I’ve lost track).

I’d also argue golf and weight loss are much easier sells, anyway.

Those two markets are as rabid as Cujo.

So there ya have it.

I may be a lot of things — good & bad.

But I ain’t no SIMP.

And I prove it in “Email Players” each month.

Get the scoop at:

www.EmailPlayers.com

Word up.

Ben Settle

“Ben I have been on your list for over a year and love your stuff. I am writing you because I have a high ticket product that costs more than $10k. I’m curious about your email methods. Will they work to sell high ticket products? I’m just afraid of spending a lot of time on them and not seeing any results or getting bombarded with spam complaints and unsubscribes. Have you seen email make big ticket sales? Thank you and I look forward to your response.”

It’s a good question, Boss.

But, I find your lack of faith disturbing.

You’ve been on my list for a year?

And you STILL wonder about email?

Still afraid to try it?

Listen dude, I’m not gonna tell you to “man up.”

I’m not even gonna tell you to “sac up.”

Instead, you need to “BEN up”.

That means asking yourself “What would Ben do?”

Such as…

• Start mailing daily

• Play to WIN not to not lose (i.e. quit worrying about unsubscribes)

• Make a list of ways your product has helped others, and turn those into mini case studies (perfect for email)

• Do the opposite of what goo-roos are doing/teaching

• Think up hot offers and hard deadlines

• Bring your new subscribers in the right way (don’t say something lame like “don’t worry, you’ll only hear from me when…. blah blah blah, almost like you’re apologizing for helping them for FREE with your emails…)

• Track sales, not open rates, etc

• Don’t spend a lot of time on writing emails (shocked?)

• And MOST importantly… subscribe to “Email Players”

I’m biased, of course.

(Shamelessly so….)

But, think of it this way:

If “Email Players” helps you make ONE sale of your $10k product (and I’d bet green money it’ll do FAR more than that), you’ve just paid for 8.5 years of “Email Players” issues.

All you need is guidance.

Guidance I happily provide each month.

First, you get my “Email Players Playbook” which teaches you my system (the “evergreen” stuff). Then each month I keep you up on the latest stuff I’m making sales doing (I’m constantly experimenting with emails…)

Just one tip can be worth thousands.

(Even TENS of thousands).

Now imagine learning dozens of tips.

Each month.

And, with examples anyone can model.

(Not outright *copy*, ye goo-roo fanboys take note, there’s a difference….)

Begin your adventure at:

www.EmailPlayers.com

Ben Settle

And recently I was listening to Lynyrd Skynyrd’s song “Simple Man” — about a mother giving her only son advice about living a life of satisfaction. And believe it or not, much of the advice applies directly to you — as an entrepreneur.

Like, for example:

“Oh, take your time… Don’t live too fast, Troubles will come and they will pass.”

Trufe.

I used to be in constant “fight or flight” mode.

Especially when starting out.

Every problem was life-or-death.

Yet, most “problems” either solved themselves or were nowhere near as dire as I thought. And even though running on all cylinders 25/8 seemed to make sense at the time, it led to an almost 2 year bout of burnout where I could barely function beyond writing a daily email.

Slow down, my son.

Pace yourself.

This ain’t a sprint.

It’s a marathon…

“You’ll find a woman, yea yea, you’ll find love, And don’t forget son, There is someone up above.”

Faith is important.

And wisdom don’t come cheap.

It was tremendously comforting during some of my dark dorky days living in a cramped office (I couldn’t afford a real place) selling MLM door-to-door that there was “Someone” up above.

(So to speak)…

“Forget your lust, for the rich man’s gold All that you need, is in your soul,”

Swipers and copycats don’t last.

They’re too busy lusting after other peoples’ content and work.

Can’t be bothered to learn to do things themselves.

And, never make the $$ they could.

Be your own person.

Use your own wit, style and personality.

And master the fundamentals (I teach email marketing fundamentals in less than 150 pages in the “Email Players Playbook” — www.EmailPlayers.com — which comes with your “Email Players” subscription).

“Boy, don’t you worry… you’ll find yourself. Follow your heart, lord, and nothing else.”

It’s counterintuitive.

Especially with everyone telling you what you can and can’t do since your first day in the public school prison system.

But it’s your life.

It’s your business.

And, it’s your future.

You wanna squander it trying to be all things to all people… achieving everyone else’s goals instead of yours… and letting some idiot sabotage you with naysaying?

’nuff said.

Anyway, moral of the story?

Baby be a simple, simple business man.

Do something you love and understand.

Won’t you do this for me, dear reader?

If you can?

Heh.

Tomorrow, something different…

Ben Settle