But not just any emails. The "Email Players" newsletter—specifically the legendary first 15 issues—is the Rosetta Stone for understanding his contrarian, abrasive, and outrageously effective philosophy.
You cannot serve everyone. In fact, you should actively try to repel the wrong people. Issue #2 details how to find your customer’s "enemy" (a bad habit, a rival guru, a government regulation, a limiting belief) and frame your product as the sword they use to kill it. Ben Settle - Email Players 1 - 15
Most marketing courses teach you how to fit in. Settle teaches you how to stand out by being so distinct that people cannot ignore you. But not just any emails
He reveals his "StoryLoop" technique: Ending an email on a cliffhanger not to trick opens, but to create "mental real estate." He trains readers to write emails so addictive that subscribers scour their inbox looking for the next one. The marketing world screams "Give value! Give free content!" Settle calls bullshit on this in Issue #4. In fact, you should actively try to repel the wrong people
Write down 10 things you will no longer do for clients/customers. Post it publicly. Then, double your prices. Conclusion: Is It Worth Hunting Down? If you are a business owner, copywriter, or freelancer who is tired of playing the "like and share" game, Ben Settle's Email Players issues 1-15 are required reading. They are not a gentle introduction. They are a shock to the system.