How to create your own copywriting tactics

A tale from the Burgle: A few years ago, Sifu showed me a move that was, at a glance, not in the Wing Chun system. If anything, it was the opposite. And, something I would have thought someone like him, who has been training and teaching Wing Chun for over 40 years, is one of the top traditional Wing Chun guys in the country, and has his name on the Shaolin Temple in China (a lot of celebrities, etc pay to have their names there, Sifu earned his) would teach against, if anything. So I had to ask: “is that actually Wing Chun?” His answer? “It’s not in the Wing Chun system, but it’s 100% Wing Chun.” In other words: The move — he made up on the fly — was based on all the core principles. But, nobody teaches it as Wing Chun. Except, of course, for him. And after that, he added this ditty: “When you know the system well enough, you can create your own tactics.” The point? It’s the exact same thing in email copywriting, too. And, I would say, this applies to any kind of direct response marketing you’re doing — not just email or copywriting, but videos, livestreams, podcasts, speaking from the stage, VSL’s, whatever… When you’ve mastered the fundamentals you can create your own tactics. Which means you’ll confound your competitors. Drive your loser copycats nuts. And, make a lot more sales — whether for your own products or for clients. Take the late, great copywriter Jim Rutz, for example. He was one of the single best copywriters who ever lived. And, if you look at some of his most profitable headlines (like his infamous “New Coup For Lou” headline), they are not always what anyone would consider “direct response copywriting.” Certainly, they aren't found in any list of "top 100 headlines" collections. Yet, are still 100% direct response copywriting. And, from what I understand, many were long-running controls. Which brings me to another old school copywriter who also did this: Mr. Bill Jayme. When I read his $22 million swipe file (a collection of 209 of his sales letter packages that collectively earned him well over $22 million in fees in today's money) I see a lot of cases where he created his own copywriting tactics — which is probably why he was all but impossible to knock-off, and was regarded as the single greatest magazine copywriter of his day. And, you know what else? In my humble (but accurate) opinion, his ads are especially great models for emails, too. Especially since they are more "narrative" based like great emails are. And, not so much "fascination" based. (ie all hard-hitting bullets and claims, etc.) More: If you buy this swipe file via my affiliate link below and send me your receipt (not just buy it, but also send me your receipt) before the Friday 2/11 at midnight EDT deadline, I will also give you a valuable eBook called: “elBenbo’s Lair” This is a compilation of the entire two year run of bonus elBenbo’s Lair inserts that were included with Email Players issues from November 2019 - December 2021. Some of the tips inside this volume include: * What I would have said (and how I would have profited) had anyone asked my opinion about Black Lives Matter & racism during all the George Floyd riots. * The cunning way Walt Disney would often “flip” bad money or business advice given to him to grow his business. * Why listening to what a woman says she wants for Valentine’s Day almost guarantees she loses attraction & respect for you… and starts looking around to see if she can do better. * How to “side step” the coming criminalization of using direct response advertising being publicly pushed by professors from Yale and probably other so-called prestigious law schools. * A lesson from a Hollywood special effects master (I use in virtually everything I sell these days) in how to stand out in any market — even if you are brand spanking new to what you do. * Why a man should put a woman he is interested in through a long & grueling series of “trials by fire” before even thinking about committing to her in any way, shape, or form. * How I sold my last house in 4 days and at a gigantic profit. * A secret buried in the Bible for forcing the world to fear & respect you — including those who have power over you now. * How to “slip” your marketing by cancel culture bums looking to get you de-platformed, fired, and ruined. * 14 bios of great men and leaders of industry I recommend for marketers, copywriters, and anyone in business * Advice for dealing with trolls straight from one of the “most trolled” men on the planet. * A brief lesson on how one of my customers turned a horde of seething feminists demanding his head into a bunch of new donations for a dog shelter. * 2 ingenious ways the late Stan Lee would constantly troll D.C. Comics to help grow Marvel Comics’ sales. * The single best writing device — seen abundantly in the old Greek, Norse, and Roman myths — you can use in your sales copy if you want to ratchet up your sales and response. * A secret place that works almost like magic for getting more reading done. * 6 movies I watch over and over and over for conducting better business, creating better marketing, and/or writing better copy. * How Steve Jobs created such a religious-like fanatical customer base that neurological scanners show their brains light up when seeing an Apple gadget the same way a religious’ person’s brain does when thinking about their chosen deity. * Why Loki was right when he said humanity craves subjugation. * How to instantly cure yourself of writers block. * A writing drill for becoming not just good but great at copywriting. * The “Lost Horizon Technique” (invented by the infamous movie director Frank Capra) for editing sales copy that makes it almost impossible to bore or lose your readers (and, thus, unnecessarily lose sales). * Why you’ll almost certainly make more sales writing an email in 30-minutes vs spending 3-hours writing it. * The Kim Kardashian secret for potentially making a lot of sales with your ads even if your sales copy sucks out loud. * Advice to “done for you” service businesses for getting more clients. * An outrageously valuable book about IQs everyone in business — smart, dumb, or even completely illiterate — should read (or have it read to them). (Warning: you cannot “unsee” certain things that never bothered you before, but almost certainly will after reading this book. Don’t say you weren’t warned…) * Why you should never sell, do business with, or even acknowledge the existence of a guy on your list (especially if you are a chick) who : (1) uses a lot of emojis in his messages, (2) kisses a lot of ass, (3) and constantly talks about what they will do but never actually does anything. * What to do to help protect your business from the very realistic possibility of not being able to sell internationally online or offline. * Why you literally are surviving the biggest psyop in human history if you refused to get any jabs and kept your blood pure — despite society doing its level best to demoralize you, vilify you, desensitize you, bribe you, confuse you, gaslight you, turn your close ones against you, and de-humanize you in every possible way, including getting you fired, de-platformed, or banned from the public. * And much, much more. Let me be 100% crystal clear: To get this eBook you must send me your receipt before the deadline — not just buy before the deadline. If you send it after the deadline, you don’t get the eBook. Here’s the link: [http∶//www.EmailPlayers.com/jayme]( Ben Settle P.S. Brian Kurtz is producing these USB drives “on demand” — so realize it could take anywhere from 1-3 weeks to get them, depending on mail speed and restocking times. But, the bonus eBook is digital and you will get it after you send me your receipt — assuming you send it to me before the Friday 2/11 at midnight EST deadline. 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]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA