Why tacticians get spanked by strategists

One of the single most valuable marketing stories I ever heard: Once upon a time, the late, great copywriting genius Gary Halbert and a copywriter named Chase Revel both sold basically the same kind of product, to the same market. Specifically, a fake diamond offer. So first, Gary wrote his typical brilliant ad. If you’ve never read his Beverly Hills Diamond ad, you might find it on Google. And, according to the great marketing strategist Jay Abraham — who I heard tell this story in Dan Kennedy's magnificent "7 Figures Academy" course — Gary Halbert, the superior copywriter & tactician, spent some $30k to run his brilliantly written ad. It then brought in something like $42k after refunds and costs, and he made his profit (worth a lot more in today’s money, for any shallow thinking goo-roo fanboys reading this) and walked off with a respectable profit for the time spent. Then Chase did his promo. Chase, the strategist, also wrote a good ad, but was not even in Gary’s league. But that’s okay, because what he did — as a strategist vs what Gary did as a tactician — is, he spent the same $30k to run his promo. But he didn’t just create an offer. He created a business with a back end offer, which didn’t even make enough to get his ad costs back on the front end, but with a story behind it and a strategy to get repeat sales, and the implementation of a well thought out and executed marketing plan. His result with his "inferior" copy/tactics? $25 million in sales on the back end. As Jay put it: “That’s the difference between being strategic and tactical.” Thus the subject line of this email: The strategist not only beats the tactician in a fight, but puts the tactician in the hospital, in a full body cast, drinking out of a straw, with a nurse changing his bedpan. Do with this info what ye will. But I think it adequately explains the power of being a strategist. Last word on tactics vs strategy: They both have their place, both are needed, and neither is "better" than the other at everything. Don't win wars with just generals and no soldiers, or no generals and all soldiers. And when it comes to email, it’s good to be as much as both as possible. Something I believe the “Email Players” newsletter can help with each month. Here’s the link: [https∶//www.EmailPlayers.com]( 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]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA