How to change minds without making a single argument

Back in 2019 I wrote the 8th of my novels titled: “Enoch Wars: God Blood” And when it came time to find someone to write the intro the most natural choice was Email Players subscriber and loyal Enoch Wars series fan Daniel Throssell. It wasn’t even a choice — he was the guy. And the reasons for that were many. But one of the main reasons was, being an email marketer and copywriter himself, he “got” and, I believe, enjoyed the books at a much deeper level than most as a result. Especially the merging of my fiction with my marketing wiles. For example, this part of his intro to the novel: “It might sound weird … but these books challenged and strengthened my Christian faith in ways I never expected. And I don't just mean the “good” parts that talk about theology or prophecy. I realised that even the “bad” parts — the sex, gore and language — aren’t Ben just being crass or vulgar … they’re Ben expertly wielding evil against itself. The infamous abortion clinic scene in Lucifer’s Favorite eviscerates the pro-choice position without a single argument — just pure “Vision”. And Skoll’s epiphany as he runs toward the pit in Hell’s Frankenstein — about why everything with the monsters was “all about sex” — was one of the most spiritually illuminating things I’ve ever read.” i.e., the books utilize persuasion-by-Vision, and doesn't resort to getting preachy. A lot of fiction tends to use Vision to persuade when done right, when you break it down. That is why people are persuaded, influenced, guided by it. When done right it sticks in the mind, yanks at and tests beliefs, challenges assumptions — and it does it without imposing its Will on you, but by laying out the information in the way I explain in the June Email Players issue where there is nothing really to “object” to. Sales people love to brag about how they can overcome objections. And it is a fine skill to have. But, if you do Vision right, you probably won’t need to overcome a lot of objections. Why? Because you don’t create a lot of objections in the first place. There are no “arguments” to even be made when done correctly. That was a huge breakthrough moment when I first heard Jim Camp explain that. It reminded me of something the great A-list copywriter Doug D’Anna told me once when I was interviewing him many years ago (way back in 2007) that has never left my psyche. He said he could walk into your house and get your dog to come running over to him even if the dog doesn’t like people or new people. "How?" I asked, leaning in expecting some super guru trick. But alas, all Doug said was: "By holding up her favorite cookie." While the owner his manipulating, or restraining, all you gotta do is hold up the cookie. That is what Vision does: Gives you a cookie that takes away the objection. That was not the context in which Doug taught it. But all great teachings have multiple layers of depth and complexity. Anyway, so yes, I did use Vision a lot in my Enoch Wars series. In fact, Email Players subscriber Galel Fajardo who does the audio books said he had to pause at times because some of the content made him sick to his stomach. And some readers still quote my Fezziwig character to me. The Vision I used to describe that particular character's miserable existence was deliberate, too. In the most recent novel (the 9th book “Serpent Seed”) I write a chapter using Vision that I think any parent who is worried about their teenager wanting to butcher their body to try to change their gender should read. I’d make Willis read it if he ever talked about such nonsense to me. Because Vision by persuasion is powerful, and it would at least plant a seed into the mind of he or she that parent would wish to persuade on the topic. Yes, I am saying using Vision can do more than just make your business more sales and get you more cash & prizes. All of which brings me to the June Email Players issue. It’s all about Vision — specifically, it shows lots of examples. (Including the one from my 9th Enoch Wars novel) Lots and lots of examples. None of them are “marketing” examples, though. They don’t need to be to use Vision in your marketing. Because Vision transcends marketing alone. As you will see if you subscribe in time for the June issue, it can potentially apply to all kinds of things, situations, ideas, scenarios… wherever you need to persuade or influence someone to do something, Vision can be a tool that you can use in many cases. I won’t say it’s always appropriate for everything. Like, for example, I don’t use it in every email. But, I do use it a lot. And when you do it enough you might get to the point where you don’t even realize you’re doing it, you just… do. Like riding a bike or driving: Unconscious competence. The June Email Players issue can help you get there. But, only if you read it, study it, apply it. And then keep applying it… over and over and over. There is a learning curve, so realize that. It is not The Matrix where I plug something into your head and you know kung fu. That’s just Hollywood bull shyt. But the fact people remember that scene so vividly is a testament to Vision… To read more about the June issue (and bonus I’m including) see the P.S. below. But you best read fast because time is short. (Deadline is when I send to the printer tonight) Here’s the link: []( Ben Settle P.S. Here are some of the tips I teach inside the June issue: * The persuasion secret used by Gary Halbert to turn a man who tried to bully him in the army into being his collector when he became a bookie (and who also later became the best man at his wedding). * The controversial (but totally ethical to use if you want, don’t worry…) tactic Earl Nightingale used in one of his videos to influence probably millions of people to get off the couch, become successful, and make lots of money. * Why Hollywood screenwriters are some of the most persuasive “copywriters” on the planet… and real life examples (word-for-word) you can study to apply to your emails, sales copy, and other selling endeavors. * Why I believe it’s the height of stupidity to put your kids’ pictures anywhere online (even just for friends and family to see) — and the sales trick I pull out out of my self-righteous sleeve to prove this to even the most narcissistic and solipsistic attention-seeking parents who live and die by Facebook & Instagram likes. * A cunning secret used by the world famous evangelist Billy Graham (arguably one of the single most persuasive & influential men who ever lived) to “sell” a hostile mechanic who wanted to bludgeon him with a tire iron to not only back off but also do business with him. * The sales & persuasion method Doberman Dan Gallapoo used “on” me many years ago when he saw me stubbornly sabotaging my own business that has saved me from a lot of pain, misery, and despair. * The “can’t lose” persuasion secret I will use on Willis when he comes of age to make absolutely sure he stays far, far away from dating and/or marrying a woman of low character or who has a body count bigger than ‘nam. * Why your email readers’ imaginations and the images you put in their minds with your words are far more persuasive than pictures from your computer you insert in your emails. * The totally shameless and admittedly creepy “sales job” I will run on Willis if he wants to run away from home when he’s a teenager that will give him almost no choice but to sit down, shut the hell up, and thank God for me and Stefania. (Yes, the info inside the June issue goes way beyond just making you better at selling in business — it can apply to nearly any other aspect of your life, too, as you’ll see.) * A trick I learned from reading Reddit to know if something you write or say when selling/marketing/pitching hits a nerve (i.e., is persuasive) or not. * The 4 sales letters/ads I consider to be amongst the most influential & persuasive ever written. (This issue does not have any advertising examples — as the principle it teaches transcends just advertising — but I do name them and have been studying each for over 20 years now… always pulling something new out I can use in my own advertising every single time.) * The secret to selling (online or offline) without giving someone anything to object to and that can work even if you lack great selling skills, credibility, proof, writing talent, personality, or anything else. * An example of how I insert lots of sales, copywriting, and persuasion methods/teaching into my fictional books. (If you’re a fiction writer this is something I believe you should be doing whenever it makes sense — as it can only strengthen & hone your copywriting skills.) But that ain’t all. I am also including a bonus training I did for a private mastermind called: “Snob-Friendly Writing Secrets of a Mentally Disturbed Pulp Novelist!” I taught it to Email Players subscriber Kevin Johns’ private mastermind members about fiction writing, publishing, & marketing. And I am including a copy of the transcript of this training with the June Email Players issue. Here’s a lil’ taste of what’s inside this bonus: * An almost laughably simple to “leap frog” over the 700 other books on someone’s kindle so they read your book first. * Ways for fiction authors to get their books bought and read, with a rapidly growing fanbase. * An old writing trick (that literally goes back thousands of years) for structuring a story for maximum engagement, impact, and reader experience. * A trick I learned from the story “A Clockwork Orange” to help make my fiction an easier, faster, more pleasant and engaging read. * The World-Building secret I use to “get away with” constantly shilling my fiction (directly and also totally on the sneak) in my emails, on Twitter, and other places on the internet to help create demand and momentum. * How to write fiction (and anything else, for that matter) where it’s not a slog or chore… and something you eagerly look forward to each and every day. (There is no way I could have written 9 novels not to mention a word count of non-fiction books & newsletters that dwarfs Tolkien, CS Lewis, and JK Rowling combined… if it was a slog or chore.) * The Beauty and the Beast secret used by Disney to create a near-fanatical wing of his customers that will probably never leave nor forsake the company no matter how hard the try to butcher even their most beloved brands. (Star Wars, Marvel… nobody destroys brands like Disney — but it won’t matter to the fanatics, and what they did with Beauty and the Beast is a great “template” any fiction writer can use to create their own wing of fanatics amongst the readership.) * The biggest — total pain in the ass — writing mistake I made when writing fiction early on that is still creating nothing but misery, complications, and frustration for me, my publisher, my editor, and even my audio book guy to this day. * Why I totally rewrote my entire first novel from scratch the last week of December last year… even though the book has a rabid (albeit small) fanbase and it’s been consistently selling for years. * Shameless advice to fiction writers (I learned from observing Tolkien, George Lucas, and David Morrell the author of “First Blood” that the Rambo movies are based on) who struggle with being perfectionists, wanting everything to be perfect, and who maybe even psychologically can’t let something see the light of day if it’s not perfect. * The purely business reason why I wrote a screenplay based on my first novel… even though I have zero illusions it will ever get made into a movie or that Hollywood wouldn’t mutilate it beyond recognition by filling it full of pronouns, gays, and awkward race-swapping even if did. * Why one of the best guys to study for writing fiction wasn’t even a writer (much less novelist or creative writer) but a technology investor & inventor who created almost his own religion for his products amongst his fans & customers. * Tips on approaching the writing of a fictional series of books… and how to plan it and write it and promote it. (My 9-part Enoch Wars novels ain’t exactly New York Times best-sellers, so I can only share what I’ve been slowly implementing — but so far it’s been working as planned over the last few years, and I think nearly any fiction writer can do the same.) * The single best writing trick I know and have used (regardless of what kind of writing you do — fiction or otherwise) for creating books people look forward to buying, reading, & consuming. * The marketing technique I have been using for years to help write fiction that does not bore, create apathy, or put people to sleep. (That’s not to say everyone who reads them likes them… just the opposite… but there is rarely lukewarm response, usually it’s love or hate, and it’s because of this marketing secret I use in every sentence.) * The #1 purely mercenary capitalist reason why fiction writers should avoid using fapGPT or any other AI tools to write even a single word of their stories or books. (Broke broccoli heads & money Twitter dorks who think fapGPT is the Second Coming won’t want to hear any of this, but nobody cares what those schlubs think anyway.) * At the same time, I also reveal one totally legitimate use for fapGPT to create commercial writing (especially fiction) that I would absolutely use if I cared enough to subscribe to it. * Why writers are he ones who make civilization work and will have to save civilization from this awful mess we’re in now. * A little talked about documentary (you can find on Amazon Prime) that I believe should be mandatory for anyone who is easily seduced by AI like fapGPT to watch before doing anything kind of writing (or do any kind of art). * The difference between using AI and a swipe file to help write your sales copy. * The brilliant thing Marvel (and other comicbook movies like Joker 2) do with their advertising that works so well people are almost more excited to watch the trailers (advertising) than the movies themselves! * The pros and cons of getting your fiction in with a big established publisher. (Personally, I don’t bother — not only because my politics would get me canceled and all the “offensive” stuff probably edited out like they are doing to established authors… but there are other reasons too.) * My (probably biased — but no less true) reason why authors should all have their own mobile apps. Here’s the link to subscribe while there is still a little time left to do so: []( This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2024 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]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA