How this copywriter got almost “cult leader-like” compliance from his clients

Many years ago, I heard the direct marketing author Denny Hatch tell a story about the late, great Bill Jayme, and how he would deal with clients. Basically, it went down like this: Bill Jayme would make a deal to write a package for a magazine. Then, he’d tell the client when he would have it done by. Then, the client would say;: “Don’t you want to know what the articles are going to be?” To which Mr. Jayme would say: (Paraphrased) “No, I’ll pick the articles, and tell you what they’ll be. These are my people. I know them, and they know me…” Some find this arrogant. Others (like me) find it amusing. But, arrogant or amusing, there was a reason this "copywriting sorcerer" was booked out years in advance, could charge pretty much any fee he wanted, and had a long string of home runs, with almost cult leader-like submission from his clients who dare not even so much as question him in some cases. The reason: He knew his market better than anyone else. The best copywriters all do. Which is why they often create the advertising before the content of the product they are selling. They pretend they have magic genie-like powers to give their market whatever they want, write an ad selling it, then create the product around the ad -- after which they then remove the claims they couldn't figure out how to fulfill in the product. And if you think that's wild: Back in the day, it was not unusual for certain mail order people to run an ad they wrote for a product that did not yet exist in a newspaper, and not even bother creating the product if it bombed, or scurry to create it as fast as possible to fulfill the orders if it was a hit (something I am pretty sure is illegal to do nowadays...) Something to think about next time you want to create a product. In the meantime: You can see, examine, and study 200+ samples of Bill Jayme’s ads — where he knew the market better than the clients, and you can see what those kinds of sales letter packages looked like — in “The Bill Jayme Collection.” And if you buy this swipe file via my affiliate link and send me your receipt (not just buy it, but also send me your receipt) before tonight’s Friday 2/11 at midnight EST 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 tonight’s 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