I don’t know exactly when it was, but it was quite a few years back when I heard Ben Settle as a guest on the Copyblogger podcast Internet Marketing for Smart People.
On the show he was talking about selling and writing copy, and he said something that I can very clearly remember. He said: When you are writing an ad or trying to market your product, don’t tell me about your weed killer, tell me about my crabgrass!
That may be a fairly insignificant statement, but it’s one of those statements that has come back to me every time I have sat down to write a blog post or an email, and anytime a copywriter has ever shown me new sales copy for a salespage, landing page or an email campaign.
Ben writes an email every single day to his list and is relentless in his approach. I have been on this list for over 4 years and I still read nearly every single one of them.
I have learned a ton about sales and marketing from this guy and I am really happy to have him on the show today.
Let’s hack Ben Settle.
What you will learn in this episode:
- How to profit from making mistakes
- Dealing with customers that you don’t want
- People don’t want independence, they want to be told what to do
- Why people are like crabs in a bucket
- Ben’s first big risk in business (that got him out of client work)
- How to create a killer joint venture deal
Links and resources mentioned:
- The Ben Settle Show
- Ben on Twitter
- Jonny on Twitter
- Danny Iny’s Firepole Marketing
- Ken McCarthy The System Club Letters