One of the greatest content-creation lessons I ever done saw was in a⦠comicbook. Here is the gist of it: There is a popular Daredevil comicbook story written by Frank Miller where Matt Murdockâs (Daredevilâs civilian identity who works as a lawyer) drug addict girlfriend sells his secret identity to Wilson Fisk (AKA âThe Kingpinâ) for drugs. Soon after, Kingpin is handed a slip of paper with Daredevilâs identity written on it. That slip of paper was worth probably more money to Fisk than any billion dollar business deal. And he had everyone whoâd so much as seen that slip of paper killed, and spent his considerable resources to ruin Murdockâs life â from having him audited by the IRS, to getting him disbarred as an attorney, to blowing up his house⦠One little slip of paper. With literally two words on it. Worth more value to Fisk than anything else. The lesson here should be clear: Selling high-ticket info ainât about size, volume, run-time, or page count. This is why the so-called âthud effectâ is pointless and was always probably just a way to cut down on refunds, and not about actually getting content consumed or improving anyoneâs lives. Fact is, a content creator doesnât need to deliver 12 binders, 17 DVDs, and a yearâs worth of one-on-one phone support to charge $497 for an info product. You can literally charge twice that much and deliver a solution via a mobile app or, possibly, even a text message. Gene Schwartz sort of touched on this in his Breakthrough Advertising book. He wasnât talking about âcontentâ, necessarily. But for him it wasnât about building a bigger mousetrap. It was about building bigger mice. Apply that correctly and in context to your content creation and you can potentially charge whatever you want, delivering it in any format you want, and sell it pretty much however you want. Where am I going with all this? I am glad you asked. The December Email Players issue talks about this and many other secrets to creating high-ticket content explained in far more detail. The December issue also happens to be the newsletterâs milestone 125th issue. And to celebrate, Iâm also including an extremely valuable gift with it⦠âEmail Players Annual #1: Age of Swipeocalypseâ This bonus Annual issue I am including with the December issue exists outside the normal continuity of the newsletter. And I mostly wrote it to commemorate the newsletterâs 10-year anniversary this year (it launched in 2011), and say some things Iâve been wanting to say about swiping ever since, but never found the right âslotâ to teach it in. Here are just a few of the secrets inside: * Word-for-word examples showing exactly how to swipe without breaking any copyright laws, being an unethical loser, or outright stealing. * A secret technique that can help even slow writers (literally) write high converting emails in as little as 4 minutes. * A cunning way invented 60+ years ago by a brilliant and cranky âMad Manâ era copywriter (not 1 in 1,000 copywriters have probably ever heard of) to sometimes help create near-perfect sales letter headlines. * A one sentence power lesson in how the late, great A-list copywriter Jim Rutz used his swipe file to knock out industry-changing winning controls time and time and time again. * A secret place where all the best email swipe files I've ever seen are contained. * A real-life case study showing why blindly following âwhatâs working now!â can get you a pittance of the response you could be getting at best⦠or viciously killing your response at worst. (If I could go back 20 years and learn just ONE tip about copywriting, and nothing else, this would be it. Itâs that powerful, that profound, and that profitable.) * Why swiping one of the single greatest copywriters today (ironically a guy all the fanboys love stealing from) could destroy your response in a heartbeat! * What two of the highest paid & most successful A-list copywriters on the planet both admitted to me about swiping that would probably put all the copywriting template sellers out of business overnight. (Hint: one of these great men of copywriting said when he got into the game in the early nineties, and found out who Gary Bencivenga was, he would study Garyâs ads and actually try to copy the exact number of paragraphs between sales arguments and that sort of thing⦠only to realize that wasnât the way to do it. Thereâs a much better way instead, thatâs revealed inside.) * 6 attributes of an email subject line people have almost no choice but to notice and open. * How to âcoaxâ your clients into writing the sales copy they are paying you to write⦠and being perfectly happy doing so. * The big difference between how all the A-list copywriters Iâve known & talked to approach swiping vs how the normie copywriters in all those Facebook groups you haunt all day approach swiping. * An old school âretroâ website I go to whenever I am stuck for subject line ideas and phrases. (Just click on this site and youâll probably have all the email subject line ideas, inspiration, and discoveries you can ask for.) * A swipe file of email subject lines you can plunder from one of the greatest copywriting minds who ever lived. * A quickie "crash course" on how to use a swipe file straight from one of the single best A-list direct mail copywriters in the game. * And so on, and so forth. This bonus makes this 125th issue a good âjumping onâ point for those new to my list. But, not if you are a lazy bum copywriter. If that is you, then you are simply too short for this ride and will be grossly disappointed by what is inside. My way of swiping is 100% opposite of all the ways you are hearing it taught, is not at-all âcoolâ, and requires quite a bit of work to pull off. Neither the December issue about creating high-ticket content or the bonus Swipeocalypse Annual issue will do a single blessed thing to help the carpet drooling newbie who buys everything and does nothing, and has no sense of commitment or long term thinking. All right enough. To subscribe in time to get in on all this, high-tail it over to the URL below: [httpsâ¶//www.EmailPlayers.com]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2021 Settle, LLC. All Rights Reserved. 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