We have a hulk

Not that it matters: But the first time I used this email's subject line was back in 2012. And I think it was by far the “most swiped” subject line I’d ever written at the time. Especially by copywriters who were too lazy to think for themselves — many of who got called out on ripping it off publicly (by people on my list who saw it), and couldn’t figure out why people were mocking them and making fun of them. So it goes in copywriting clown world. Whatever the case: I was reminded of it recently when editing the May Email Players issue. That “we have a hulk” line is from the first Avengers movie. And the context is, Loki is talking to Tony Stark. (i.e. Ironman) about the futility of fighting him when he has an entire alien horde of soldiers on his side, while the Avengers are just 5 heroes, who are isolated, not even yet a team, no leadership, direction, etc. So Loki tells Tony: “I have an army.” Stark flippantly replies: “We have a HULK.” And, as anyone who has seen the movie knows, the Hulk pretty much steals the show as he slaps alien space ships around mid air (literally), squashes aliens with his bare hands, and gives one of the best bad guy beat-downs I’ve ever seen. Yes, Loki had an army. But the Avengers indeed had a HULK. And that one Hulk allowed them to compete (and ultimately win against) that entire army. Which brings me back to the May Email Players issue: There is one thing the sales letter analyzed inside the May issue displays that nobody else in the market competing against it has to our knowledge. Something that, if you did nothing but isolate that one thing, can help make the sales all on its own. It’s literally our ad's “we have a hulk” line. Although, admittedly, I realized while analyzing it, that the way I placed it in the copy it is still inadequate, needs to be blown up, and put even more "up front and center" in the next version of the ad we've been kicking around over the last several months. Whatever the case, not everyone has such an asset. But, many do, without realizing it. (Which is just a function of research or creating it yourself.) And if you find your “we have a hulk” moment for your sales letter — that “thing” that clearly distinguishes you from all-others in the market you are selling in (could be a USP, a proof element, or even just a “gold card” testimonial)… I talk a bit more about it in the May issue for thought & idea fodder for your own ads. All right enough of this teasing. If you want sweet release here’s the deal: The upcoming May Email Players is one giant, King-sized issue (32 pages vs the usual 20 — to fit it all in) that is an intense page-by-page, paragraph-by-paragraph, line-by-line, precept-upon-precept analysis of a successful sales letter that’s been helping grow a fat income stream, and that also includes a lot of ideas, thoughts, principles I have not taught anywhere else including in my Copy Slacker book — and with all the psychology explained, including with many tricks I use “on you.” I’ve learned a lot since writing Copy Slacker. And this issue has much of the stuff I’ve learned since embedded within. To subscribe by the deadline go here: [https∶//www.EmailPlayers.com]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2023 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