Ben Settle - Email Players 1 - 15 -

9/10. Minus one point because if you have thin skin, you’ll cry. But for the rest of us? It’s a blueprint for printing cash while telling the world to go screw itself.

You cannot serve everyone. In fact, you should actively try to repel the wrong people. Issue #2 details how to find your customer’s "enemy" (a bad habit, a rival guru, a government regulation, a limiting belief) and frame your product as the sword they use to kill it. Ben Settle - Email Players 1 - 15

He reveals his "StoryLoop" technique: Ending an email on a cliffhanger not to trick opens, but to create "mental real estate." He trains readers to write emails so addictive that subscribers scour their inbox looking for the next one. The marketing world screams "Give value! Give free content!" Settle calls bullshit on this in Issue #4. It’s a blueprint for printing cash while telling

Hell yes, if you want to. He argues that neutrality is a lie. By trying not to offend anyone, you excite no one. He details how to use controversial topics (pro-gun, pro-choice, left, right—doesn't matter) as a "filter" to find your tribe. He warns: Do not do this unless you have thick skin. Issue #13: The Swipe File Issue Issue #13 is a goldmine. He literally gives you 20 of his highest-converting subject lines and opening lines from the previous year. He annotates why each one worked (e.g., "This worked because it shamed the lazy people" or "This worked because it rewarded the paranoid"). Issue #14: Killing the "Launch" The marketing world loves "product launches" with webinars, countdown timers, and scarcity carts. Settle hates them. Issue #2 details how to find your customer’s

Most people obsess over subject lines. Settle argues subject lines are a distraction. The real secret is pre-suasion —what happened in the email yesterday .

Go to your email list. Write an email titled: "You probably want to unsubscribe." In the email, insult a common belief your competitors hold. Be specific. Watch your unsubscribes spike. Watch your sales follow.