Flowery hands & embroidered fingers marketing

Last time I traveled by plane was late 2018. And the place I traveled to was one of the great Brian Kurtz’s masterclasses to speak and train his boys & ghouls, alongside a handful of other people Brian handpicked for that particular mastermind. One of the other guys teaching was Jay Abraham. And specifically, he did a bunch of his 10-minute hot seats. And so, one by one, people went like pilgrims up the mountain to get hot seated’d. And, one by one, most of them (I think, I am not speaking for him) frustrated ‘ol JA At least, he looked and sounded quite frustrated to me and Stefania. The reason? He very clearly told everyone NOT to ask him about tactics. He is a strategy guy, he said. And his hot seats were meant to give strategical solutions, not a bunch of quick-fix tactics. So what did most do? Ask him for tactics, of course. Again, I am NOT speaking for the guy, and I could be wrong, but he really did seem frustrated. And, I would not blame him if that was the case. But, at the same time, you kind of have to expect it in this niche of online marketers. Almost everyone thinks a flashy new designer tactic (headline trick, subject line trick, opening sentence trick, sequence trick, funnel trick, CTA trick, content trick, AI prompt trick, whatever it is) is going to solve their marketing problems, when it won’t. This is one reason why I stopped focusing on teaching email tactics years ago in Email Players, too. Most don’t need another tactic. It’s tactics that keep them chasing money and spinning in place. What they need to be following are solid principles based on human psychology and sound, principled thought, and using those in conjunction with the right kind of strategies first. And then, and only then, applying tactics. But to come out the gate with a bunch of tactics? It’s just engaging in “Flowery hands” marketing & copywriting. I shamelessly swiped this term from Sifu who I think heard it from someone else: “flowery hands & embroidered fingers” i.e., fighting styles that, while may look great and flashy and “cool!” in the movies or during a demonstration in a controlled environment (that “brick not hit back” line from Bloodsport comes to mind…), have absolutely no real practical value in any kind of random violent altercation. If anything, they are more likely to get someone curb stomped. Thus the mocking term “flowery.” Which brings me to my point: The September Email Players issue. It’s all about what I call “Sociological Marketing.” I first taught about this in my elBenbo Press book, since it’s one of the foundations of how I created and have grown my high ticket book & newsletter business from $0 to over 7-figures in sales. In fact, I wasn’t really able to bust out of the mid 6-figures in sales range until I started to think differently about email and marketing from the typical Psychological approach 90%+ of marketers use (full of flowery hands tactics in a lot of cases) to the Sociological approach (based on a lot of principles and strategies) I started focusing on, and experimenting with over several years, and now, finally, am teaching in the September issue. Powerful stuff for those who take it to heart. But, it’s quite the esoteric topic in a lot of ways. So I admittedly am unsure how well it will be received. But those who do learn it and use it as taught? Well, that should be interesting to see. I really have no point of reference in direct marketing outside my own business. There are some businesses that do it, or variations of it. Even some hardcore direct marketers I see do some parts of it But I have not heard anyone really teach it. And I believe the reason why is, it’s not necessarily direct marketing friendly. In some ways, it’s almost the opposite of direct marketing. But, the way I use and teach it, it can be quite compatible with direct marketing (Psychological marketing) as long as it's not full of flowery hands & embroidered fingers marketing/copywriting tactics. Okay so that is all I’ll say for now. The deadline to subscribe is almost upon you. Strike that link below to get in on time while you still can: [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