How to “flip the script” so leads pursue you instead of you pursuing them

One of the single most valuable lessons I heard about copywriting was from “Email Players” subscriber Ken McCarthy. He said there are two kinds of leads in a given market: 1. The 5% who are super rabid and buy everything 2. The 10% - 25% who are skeptical and need to be sold These may not be exact numbers for every market. But in my experience, in the markets I’ve sold in — from weight loss and male health, to golf and self-defense, to MLM, online marketers, biz opp, the dating niche, prostate problems, etc — this is far more true than not. And also in my experience: The 5% of rabid people will not only buy everything, but they will do it without even reading your ad in many cases. And if they do, they are reading it looking for reasons to buy and their minds tend to validate your marketing’s claims, benefits, fantasies, etc. A much easier sale, obviously. This is why most businesses focus on them. But the skeptical types? They are always seeking to find holes your marketing. They are looking at everything you say in your business's marketing and thinking, “what a bunch of bull shyt.” And many times they do it for no other reason than they’ve made stupid decisions before when buying, and don’t want to look stupid again. Yes, they want what you have. They may even desperately need what you have. But while the rabid ones are looking for reasons to buy, these skeptics are looking for reasons not to buy from you. So why sell to them? Go back to the above 5% and 10% - 25% and think about that a second. You can get 5% focusing on the hyper buyers. Or you can as much as two to five times MORE potential response going for the skeptics. Which should you do? Well, I can tell you what I do. I go for the 10% - 25%. Because chances are, if you sell them, you will get that 5% anyway. Which begs the question: How does one get the 10% - 25% then? Those super skeptics looking to delete & click away and not read? The answer: You switch the whole thing around in your marketing so you are not having to prove yourself and your offer to them… you are making your leads prove themselves to you. It’s pure law of the jungle: We pursue that which retreats, and retreat from that which pursues. And guess what? The 10-year anniversary, double-sized August “Email Players” issue that goes to the printer tomorrow shows you 3 ways to make it so leads are having to prove themselves to you (even if in their heads, internally), instead of reading it thinking you have to prove yourself to them. It completely flips the script. And it has worked for me like nothing else has. Will it do the same for you? I don’t know. You’ll have to try it. But I didn’t invent these 3 ways. I learned them from observing and studying people much smarter than myself at the subtle art of flipping the script. All I did was arrange the info in a way in the August issue where I believe just about anyone can learn how to do the same. The deadline to subscribe in time is tomorrow. After that deadline, it goes to the printer and that’ll be that. So if you want it, I don’t recommend procrastinating. Here’s the link: Ben Settle Ben Settle, Owner Settle, LLC Copyright © 2021 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. PO Box 1056 Gold Beach Oregon 97444 USA To unsubscribe or change subscriber options, visit: