Gary Halbert’s baffling secret to creating high-ticket content

Following is an admittedly baffling (at first) little secret I want to share about creating content you can sell for hundreds, thousands, and maybe even tens of thousands of dollars, depending on your offer, marketing chops, and other attributes. Listen to this: If you listen to virtually every single content creating expert, coach, or goo-roo (and guru), they will tell you to make your content full of hard value from beginning to end. And they are not entirely wrong. However, I would argue what they are missing with that kind of attitude is the consumption side of the equation. For example, if you hand someone a video with 100 ways to grow a business from the plandemic, and each and every one of those 100 ways is proven to work, it won’t matter if they don’t consume it all. In my experience, there are TWO “sales” you have to make with content: (1) the product sale (2) the sale inside the content that sells them on consuming it The only person I know who teaches the consumption side in any kind of depth is Sean D’Souza. His work on this profoundly altered how I approach content creation back in 2008 when I first heard him teach it on one of the CD’s of Email Players subscriber Ken McCarthy’s System Seminar that year. Without content consumption you don’t get a customer who uses the content. If the customer doesn’t use the content they can’t benefit from the content. If they don’t benefit from the content they have no reason to tell anyone else about it. Plus, if they don’t consume it, benefit from it, and have a truly valuable experience (i.e., solve whatever problem that content is supposed to solve) with it… they are way less likely to buy your next offer. Yes, my Pet, the best way to sell your future offers is to get your current content offers consumed and benefiting the customer. This is so simple, yet profound, it should be tattooed on the back of everyone’s hands so they see it every time they sit down at the computer or pick up their phone or camera to create content. All of which is why a good part of your high-ticket content should be on “selling” the customer on consuming and using it. The late Gary Halbert did this brilliantly. A true wizard of content creation, IMO. He once sold a $100 report that, technically, he could have handed the solution contained within to the customer on a slip of paper. But the customer would not have taken that content very seriously. And probably the customer would not even have consumed it with any kind of forward intent at all. But the way Gary created that piece of content… and “sold” the customer on consuming that content, and then using the secret in that content, is like a masterpiece in content creation. Which brings us to the rub: The December Email Players issue. It’s about 7 ways to help create high-ticket content for your business. And one of those 7 ways is how to “sell” (within the content) the customer of your content on consuming it, so they can then apply, benefit, and spread the “gospel” of it to everyone else, and possibly want to buy your next high-ticket offer before you’ve even thought of it, simply because they benefited so much from the first piece, because you sold them on consuming it in the first place. I also explain the piece of Gary Halbert content I referred to above. You can probably find it with a Google search. But even if not, you’ll get the gist once you read the entire December issue either way. All right that’s that. The deadline to subscribe in time for this issue is tomorrow. Here’s the link: [https∶//www.EmailPlayers.com]( Ben Settle P.S. The December issue is also the newsletter’s milestone 125th issue. And to celebrate I’m also including an extremely valuable gift with it… “Email Players Annual #1: Age of Swipeocalypse” 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 “Mad Man” 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 “what’s working now!” 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. It’s 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 Gary’s ads and actually try to copy the exact number of paragraphs between sales arguments and that sort of thing… only to realize that wasn’t the way to do it. There’s a much better way instead, that’s revealed inside.) * 6 attributes of an email subject line people have almost no choice but to notice and open. * How to “coax” 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 I’ve known & talked to approach swiping vs how the normie copywriters in all those Facebook groups you haunt all day approach swiping. * An old school “retro” website I go to whenever I am stuck for subject line ideas and phrases. (Just click on this site and you’ll 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 “jumping on” 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 “cool”, 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: [https∶//www.EmailPlayers.com]( This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2021 Settle, LLC. All Rights Reserved. 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