Newsletter Subject
No one knows anything
From
bensettle.com
Email Address
ben@bensettle.com
Sent On
Thu, Jun 27, 2024 11:45 AM
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So said the actress and star of one of my all-time favorite 80’s horror movies who has been con
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So said the actress and star of one of my all-time favorite 80âs horror movies (Night of the Comet) who has been consulting me on my Zombie Cop screenplay: Kelli Maroni. She has told me that several times. And the context is not to worry about what anyone necessarily thinks. Just write a cool story first and foremost. To illustrate this, she showed me a note written many years ago that said: === To Dan OâBannon Dear Dan: Pursuant to our discussion, I am returning ALIEN. Thank you for the submission. Yours very truly, Louis S. Arkoff === Even ALIEN was rejected... by someone paid a lot of money who clearly did not know anything. Today the franchise has been (so far) worth nearly $2 billion. Nobody knows anything indeed. We got a lot of this in the direct marketing world, too. Case in point: One of my Email Players and I recently got to back-and-forthing over a question he had about segmenting and selling subscription offers up front or doing it later. And when answering his question I mentioned it was discussed at length (but not solved â there is no âoneâ solution to it, just options to try, test, and tinker with) in my upcoming entirely re-recorded and completely re-branded 10-Minute Workday program with AWAI (it wonât be called 10-Minute Workday anymore, totally different offer, so much has changed since 2016â¦) And I also told him: âThe older I get, the more I realize nobody really knows anything. Which is ironic in a day and age where everyone thinks they know everything. What a time to be alive..â So always remember: Nobody really knows anything. I donât care what their tests say. I donât care what your favorite goo-roo says. I donât even care what the old masters say, what I say, or what anyone else says. Thereâs a big difference between âwhatâs working nowâ for someone elseâs business and just "what works" for your business, whether anyone else agrees, blesses, or approves of it. Focus on the former and youâll be chasing the market from now until Christmas. Focus on the latter and the market will chase you. Thatâs been my experience. One thing that works, has always worked, and presumably always will? Infotainment. i.e., the combining of information with entertainment. Jesus was using it 2,000 years ago to build the biggest religion in human history. Guys like the great Matt Furey pioneered and perfected it for the rest of us in the marketing world 20 years ago. And these days even lilâ ol me is constantly playing with, experimenting with, and seeking out ways of doing it for my own marketing and sales copy and emails and, yes, to teach to my loyal Email Players of the Horde. Which I just happen to do in the July issue. It teaches a unique twist on how to use infotainment I have not seen taught. That doesnât mean it hasnât been. Just that I have not seen anyone talking about it or using it. The only ones I do see use and talk about it are very high level Method actors. Method Actors are essentially entertainers, after all. And my way of thinking is: âwho better to learn the entertainment side of things from than entertainers?â So thatâs the July issue. If you want in you best hurry. The deadline is in a few days. Hereâs the link: []( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2024 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to
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