In an online marketing world dominated by gimmicks, funnels, and hype, few voices stand out as defiantly original. Ben Settle is one of them. For over fifteen years, Settle has defied conventional wisdom by building a lucrative business almost entirely through daily emails and a cult-favorite monthly newsletter. That newsletter— —started from humble beginnings, but its first 15 issues laid the groundwork for a marketing approach that has generated millions in sales and trained hundreds of subscribers across thirty countries.
Stop trying to trick people. Use "blind curiosity" or "blunt honesty" to get the click. Ben Settle - Email Players 1 - 15
Settle beats this drum until it cracks. In Issue #4, he argues that a website can be hacked, a Facebook page can be banned, and a bank account can be frozen—but a personal email list (one you own, on your own server) is the only digital asset a pandemic, a algorithm-change, or a government cannot take from you. In an online marketing world dominated by gimmicks,
: If you want to move away from being a "bum rattling a paper cup" for attention and start running your business like a pro, these foundational principles are where it starts. adjust the tone to be more professional, or should I add a specific call-to-action for a product or service you're promoting? How To Write Emails In 4-5 Minutes - Ben Settle 29 May 2012 — Settle beats this drum until it cracks
He explains the You let people smell the candy (free emails). You let them see the candy. But you do not let them taste the candy unless they pay. This builds desire. He argues that over-delivering free value is the fastest way to go bankrupt.
This article explores the origins, philosophies, and core lessons of the "Email Players 1–15" series. Whether you're a seasoned copywriter, an aspiring email marketer, or just tired of the usual "guru" tactics, understanding the earliest issues of "Email Players" will give you a fresh, contrarian framework for turning emails into profit.
Issues 1–15 emphasize "training" your subscribers to expect a pitch in every email. By doing this from day one, you eliminate the "shame" of selling and ensure your list knows you are a business, not a hobbyist. Content Structure Checklist Start mid-action or with a provocative statement. The Body: Relate the story to a specific pain point.