Worshipping at the almighty typo’s evil altar

Came an email once: === Hi, Just a brief note - I am on the AWAI mailing list. Today they are promoting your course. The email says "...So I called a reputable security company to hook the place up with censors, alarms, and other home security technology..." I think it should read "...So I called a reputable security company to hook the place up with sensors, alarms, and other home security technology...". Before they run this promo again, you might want to consider making that small change. === Poindexter must've been new around here. And really… only one typo? I must be losing my touch. Personally, I love me some typos. Makes all the writing snobs weep in their pumpkin spice lattes when writing at Starschlubs, though. But if I listened to what the typical “writer” says I’d be as broke as most of them are. Their word-perfect ways are necessary for writing books, essays, articles, etc. And I am not particularly happy with typos in my novels at all, and am quick to change them when they are pointed out. But I hardly put much time in fixing them in emails. The best communicators are human, not robots. i.e., They communicate like… people. Thus, they are also more interesting to listen to and, thus, more persuasive. Like it or lump it: Great communicators don’t always use perfect grammar. They sometimes even purposely butcher words to make a point, keep going without pausing, and, yes, gleefully abuse repetitive words & phrases. That makes the spelling Stalinists grumpy. But nobody really cares what those losers think anyway. More: Many years ago I remember hearing the great & esteemed “Sifu of Sentences” and King of Email himself Matt Furey say writers are rebels. And that means… rebelling. Including against the strangling rules choking the creativity out of people too scared to scribble outside the lines. I can already here the diehard writers: “That’s nonsense, Ben!” If you don't believe me, maybe you’ll believe these world class copywriters. Like one of the world’s most prolific copywriters John Carlton, who once said: “In all my years of mauling the English language, I have never lost a known sale to someone because of either 'bad grammar' or typos.” Or one of the top A-list copywriters in the game today David Deutsch, who once taught: “Aoccdrnig to rscheearch at an Elingsh uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, olny taht the frist and lsat ltteres are at the rghit pcleas. The rset can be a toatl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae we do not raed ervey lteter by ilstef,but the wrod as a wlohe.” Still more: Few years back, I wrote a series of pro typo emails. And at least 2 people showed me examples how removing blatant typos (one in a headline!) hurt their response. Finally, an “inconvenient troof”: Proof readers earn peanuts compared to even mediocre copywriters who can’t spell to save their lives. Am I saying to be sloppy? To riddle your emails with mistakes? Not at all, Spanky. I’m saying no need to obsess over every jot and tittle. And when it comes to emails especially, it’s far more profitable to learn how to write your emails fast and in a way people want to buy from than it is to be a master of spelling, syntax, and grammar. That’s been my experience at least. To be fair, if you’re selling proof reading services it’d be different, though. All right, onwards & upwards to the business: Since the above eagle-eyed reader mentioned my 10-Minute Workday program, I should add it’s not currently being promoted by AWAI today directly on the site. But, they do have up a waiting list. And, when you opt in to that waiting list, you get a free copy of an important report called: “The One Minute Business Plan” Hardly anyone talks about business plans much less has one. But this short, easy to read PDF — which almost surely contains a typo or two — can help anyone interested in being more successful get started off right, or course-correct if business isn’t as prosperous as you’d like. Here’s the almighty link for your clicking displeasure: [https∶//www.EmailPlayers.com/awai]( Ben Settle 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