How a proverbial 40-year old virgin wrote the sexiest copy of his day

One of my all-time favorite copywriters to study is the late, great: Jim Rutz. * Socially inept. * Zero connection to the culture (not even a radio or TV) * Got him self a mail order bride (man’s gotta do what a man’s gotta do…) * Zero “governor” holding him back from saying exactly what was on his mind to the point of making entire rooms squirm and feel uncomfortable. * Also a staunch Christian, advocate for home churches, and easily one of he most brilliant columnists I’ve ever read (you can still read a ton of his articles on worldnetdaily) But that ain't all: He also wrote sales copy that was not “supposed” to work if you go by popular copywriting dogma. This ain’t just my opinion either. Talk to Email Players subscriber Brian Kurtz who managed a lot of the campaigns Rutz wrote for. Few of Rutz’s ads or sales letters looked anything like the other ads or sales letters in the mailbox. Truly “un-swipeable.” I can only imagine fapGPT looking even more useless for copywriting than it is trying to recreate his uniqueness. And even lots of his headlines went completely against the grain of what direct response headlines are supposed to look and sound like.Rutz himself even admitted he was not that great a “copywriter” in an interview with Clayton Makepeace, especially when compared to the true masters of the craft like Email Players subscriber Gary Bencivenga. In fact, here's what he said: “…[Gary Bencivenga] is so much better than I am, on all that stuff. Knows the theories so much better, and applies it just beautifully. I mean, he does everything right, and I don’t. I’ve read books, of course … not as many as he has, by any means. But I’ve sniffed around enough to know a USP from a hole in the ground. And I try to use what I know, which isn’t all that much … but I really kind of rely more on just making up a great story for people.” Look at the headlines below, for example. Imagine them surrounded by typical direct response-style headlines: “New Coup for Lou” “You don’t have to wait until your next life to be a vulture” “Final Curtain For The Industrial Age” Not exactly bowling you over with big claims (or any claims), Or screaming exclamation points. Or anything at-all “sexy.” The polar opposite of a Dan Kennedy or Gene Schwartz headline. Yet Jim’s stuff pulled and pulled and pulled. And I believe one reason was his ads (and, by extension, his clients) tapped into an extremely potent “force” of influence and persuasion I write in great detail about inside the November Email Players issue. I have never seen anyone outright teach what this issue does. If it has been taught, that is great. But I have never seen it taught in my 21+ years up in this game. And while I’ve been doing it in my business for a very, very long time… it never occurred to me to teach it, methodize it, turn it into something others could start using too, until about a year ago when preparing the launch emails for one of my books. Something else to think about: Rutz was not the only one to tap into this power. If you look at the people who have reshaped entire industries you will see this happening all over the place. I don’t care if it’s entrepreneurs like Todd McFarlane (comicbook artist-turned-$300 million toy company founder), or copywriters like John Carlton (whose ads were so effective doing this, it changed how certain muscle magazines were published due to his ad style) or Email Players subscriber Matt Furey who, in my opinion, is the only reason anyone is making any real money with email today due to his teachings and approach, which I have seen tap heavily into this power of influence I am teasing you about. I cannot wait to see my best customers use this info in the November issue. My boys & ghouls already bear my “mark” in many ways. (And many of them happily admit it) But after this? They might as well wear a neon sign. With all the money, engagement, prestige, influence, and power that can potentially come from wielding this power I am speaking of as a result.. This is some of the most profitable info I’ve ever written about. And only Email Players subscribers will possess it. To subscribe in time before it goes to print go here immediately: [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