The last time I spoke (in person, not virtually) at one of the great Brian Kurtzâs Master classes, he sent me this comment he got from one of his readers: === I tend to think of Ben Settle as the Donald Trump of direct marketing. He knows his base and plays narrowly to it and will say anything outrageous he can to keep his followers committed to the cause, which - as with Mr. Trump - is to have those followers worship him. But what the hell, it works for him. I like Ben a lot more than Trump. That I will concede :) === Brian then added: âThought you'd enjoy. And I added that Trump's followers only get one vote a year while you sell your followers stuff every day!â Couple things about this: 1. I kinda like being called the Donald Trump of direct marketing⦠but the guy who left the feedback mostly misses the point about what I do. I donât wake up and say: âWhat outrageous stuff can I say to keep people reading???â I'm not really that outrageous, for one thing. And thatâs very much an amateur way of doing email, for another. Plus, that only works until it doesnât. 2. There is much wisdom in what Brian said about voting. I'm thinking especially of the great Bruce Barton. Hardly anyone knows who he is anymore. But, he was a contemporary of John Caples, is the second âBâ in the BBDO ad agency. And, was one of the savviest advertising men who ever lived. And one of his best teachings about email (even though he died decades before email was being used for marketing purposesâ¦) was in a 1924 radio broadcast about when the Biblical patriarch Joseph was the second in command in Egypt. Joseph was âit.â Egyptâs top dawg. Everyone was commanded by Pharaoh to follow his orders and his name was as familiar to every Egyptian man, woman, and child as their own, until Joseph joined the Choir Invisible and⦠âNow there arose a new king over Egypt, who did not know Joseph.â In other words: In a matter of a few decades, all Josephâs power, prestige, and name recognition vanished like a fart in the wind. He went from being the Man to being a footnote in a hieroglyphic â completely forgotten. Thereâs a powerful lesson here for all businesses. And that is this whole idea of how easy it is to be forgotten. This happens every day, to businesses both big and small: One day youâre âJosephâ and everyone in your market knows who you are⦠the next theyâve forgotten you or have found a new king to hang around. (And buy from). This is one of many reasons to not be timid about your marketing. When you do email right especially, itâs almost impossible for your list to forget about you and, in fact, you can many times make âtop of mindâ status â even with those who hate your guts. This is especially true with my affiliate and product launch ways. They require writing lots of emails in your business. And sending lots of emails. And embracing the writing of lots of emails. And while you will get lots of opt-outs from people who are probably never going to buy from you anyway (and even they do, theyâll probably be huge pain in the arse customers), I suspect the extra sales will take the sting out of the process even for the lazy types who shun work. Case in point: Since I mentioned Brian Kurtz, letâs take him for example. One of the times I sold his âTitans of Direct Responseâ DVDs and handily spanked all his other affiliates, I sent out 60+ pages of emails in 4 days. I also got approximately 51 opt-outs and received around 3 spam complaints if my memory serves. This would horrify some people. But, we did 46 sales, of a $2,000 product. Do the math if you wish. But, I will gladly exchange 50+ opt-outs for what equaled almost $100k in sales â i.e. play to win, instead of playing to not lose like everyone else always prattling on about opt-outs, worrying about ending up in the spam folder, or scared to death someone their list will complain or whatever. Which brings me to the rub: My âAffiliate Launch Copynomiconâ book. Itâs on sale a little while longer â until tonight, Thursday 9/16 at midnight EDT. And, not only does it show you how to use plain text emails to quickly launch products and create super profitable affiliate campaigns⦠but it shows you how to do it in a way where you will likely get far less opt-outs and complaints than you might assume. And, incidentally, it goes into a lot of detail about how I sold Brian Kurtzâs product above â including showing you all the emails which are included in the 600+ page email swipe file contained in the book. To get it at a fat discount go here before todayâs deadline: [( Use coupon code SPANK And make sure you see the price change before entering your info. Ben Settle P.S. If you are an âEmail Playersâ subscriber, and have not received this monthâs issue yet, wait for that to come in and use the discount code in there or email me for it. Due to Labor Day here in the states and all the other nonsense going on with mail times, itâs coming later than usual. This email was sent by Ben Settle as owner of 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. Click here to
[unsubscribe](
or change subscriber options Settle, LLC
PO Box 1056
Gold Beach Oregon 97444
USA