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I went through 2,684 of email expert, Ben Settle’s emails
(dating back to 2011). In this document, you will discover
everything I uncovered, ​including information even Ben
hasn’t shared​.
FIRST: ​Download The Private Ben Settle Swipe File

The Excel File:

https://s3.us-east-2.amazonaws.com/swiped/bensettle/Ben+Settle+Email+Swipe
+File+%5BInsiders+Only%5D.xlsx

Google Sheets:
https://docs.google.com/spreadsheets/d/1ro8slg_pSHqD2v35mg9FylbKX5UPFN2
eu5_ghgom34c/edit?usp=sharing

* Note:​ if feasible, I prefer the Excel file. One of the columns contains the full email text & Google
Sheets forces the row height to be the size of the text whereas Excel doesn’t. For now, I hid the
“Content” column on Google Sheets so it’s easier to navigate.

The swipe file is a custom spreadsheet that I hired someone to put together.

It contains almost 2,700 of Ben’s emails. Each email includes the send date, the
word count, the line count, the subject line & the email content.

There are also 11 additional tabs in the document, each containing examples of
different types of emails & subject lines (which will be discussed in this guide).

Tips For Using The Swipe File

1. Sort the emails by word or line count and see the correlation between his
longer & shorter emails.

2. Sort the emails by subject line to see what subject lines he used multiple
times & if he changed the body copy.

3. Sort the emails by subject line to see the different formulas he uses. (i.e.
there are 275 emails that start with “How To”)

4. Sort the emails by content to see the email content he reused & how he
may have tweaked the subject line.

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Why Ben Settle?

If you ask enough internet marketers, ​“who’s the top person to learn email
marketing from?”,​ the #1 answer is more than likely going to be Ben Settle.

For the past 8-9 years, his day-to-day has consisted of writing daily emails &
selling products that teach you how to write daily emails that get you sales.

All the big-name marketers & copywriters vouch for him & he’s got a ton of
content to learn from.

Get on his list here: ​http://bensettle.com

A CAUTIONARY NOTE (Don’t Make This Mistake)

Ben’s voice & personality is often controversial & crude.

You are putting yourself in great danger if you try swiping his email style, without
considering the consequences.

For instance, one of his emails has the subject line, “​Raw, uncircumcised emails”.
He actually sent this email four different times since 2013 (which means it must
be effective).

The email content itself is not dirty…

“In a lot of cases (especially if, say, you're writing to writers...) sending out raw,
unedited, "uncircumcised" emails can do more harm than good. Not saying to
spend 2 hours editing an email, either. But to write it fast, give it a quick run
through edit to make sure your facts are straight and you're saying what you
want to say, then send it out and move on with your day.”

However, is ​“raw, uncircumcised”​ a phrase you’re going to use when emailing a

list of women who are interested in plastic surgery? Or a list of baby boomers
focused on retirement?

Hopefully, you catch my drift. You have to adjust your tone & the words you use
according to the reader.

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With that said, the information below is stuff you can model in ANY niche or
business, WITHOUT having to “sound like” Ben Settle.

Never-Before-Seen Ben Settle Email

Stats (Based On 2,684 Emails)
Average word count:​ 395 ​(approx. 2/3 of his emails are less than or equal to &
1/3 are greater than this)

● 99% of his emails with 100 words or less (approximately 120 emails) are
promoting a podcast episode.
● He often recommends 200-300 words for speed & short attention spans.
● I’ve heard him & other copywriters mention this a few a times…”​it should
be like a woman’s skirt: short enough to get attention & long enough to
cover the details”

Average line count:​ 70 ​(around 60% are less than or equal to & 40% are greater
than this)

● Ben is not one of those email copywriters that tries to avoid multi-line
paragraphs. Instead, he’s known for variety. He mixes in quick one-liners
with longer paragraphs, never adhering to any particular formatting rule,
yet still keeping his copy lean.

Duplicate subject lines: ​292

Times he resent emails with the same subject line:​ 426

● A good chunk of these are from affiliate launches he reruns verbatim.

● If he resends an email, it’s often close to a year later. He probably looks in
his archives at what he sent the same month, one year ago.
● He discusses it in this email:
http://archive.aweber.com/crypt0marketing/HbmDI/t/Why_savage_email
s_rule.htm
o “When I do "encore" emails 99.9% of people never even realize it. In
fact, I usually get even MORE sales from "recycled" emails.”

Format:​ All plain text

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 ● He swears by emails that are plain black & white text without any graphics
or styling. He abides by the idea that this no-frills style seems the most
personal.
● He also never includes the person’s name. He doesn’t collect their names
using his opt-in form, citing that the conversions are better.

Subject Line Word Density (Notable Examples)

1. How (400)
2. Email (275)
3. Sales (114)
4. Get (113)
5. Marketing (107)
6. Secret (99)
7. People (95)
8. Elbenbo (88)
9. Like (77)
10. Copywriting (74)
11. Goo roo (60)
12. Clients (51)
13. Email Players (51)
14. How to get (48)
15. Free (47)
16. New (40)
17. Never (33)
18. Sales pitch (30)
19. Blatant sales pitch (22)
20. Goo roo fan boy (21)

Based On Analyzing All 2,684 Emails,

Here Are 7 Reverse-Engineered Email
Types You Can Model In Any Business.
1. Going Against Popular Opinion

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Email Examples

Why 7 isn’t the best number to use in pricing

http://archive.aweber.com/crypt0marketing/90deG/t/Why_7_isn_t_the_best_n
umber.htm

The case for rudely ignoring clients

http://archive.aweber.com/crypt0marketing/P00zD/t/The_case_for_rudely.htm

Why “be yourself” is awful advice

http://archive.aweber.com/crypt0marketing/AUkni/t/Why_be_yourself_is_awful
.htm

Why testimonials suck as proof

http://archive.aweber.com/crypt0marketing/BlOWj/t/Why_testimonials_suck_as
.htm

Note: there are over 40 examples of this in the swipe file spreadsheet.

Subject Line Starters

● Why you should NOT…
● Why you should (do this opposite thing)
● Why I don't
● The case for
● The case against
● How to...(by doing this opposite thing)
● The problem with

Email Openers
● I used to be a big fan of...
● Contrary to what most [ ] think
● If you ask 9 out of 10 [ ]...
● Believe it or NOT...
● I'm not going to say [ ] are worthless. (I [ ] myself.) But...
● I’ve been noticing a disturbing trend lately…
● [ ] aren't going to like this.
● One of the most liberating things I have ever learned...
● The facts are weak with this one:
● Let's see if I can't rattle the [ ] critics...One of the things I sometimes catch
""flack"" for is…
● I once saw an amusing article on [ ]. The article title was:
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 ● "You're going to have your critics. Screw 'em" -Mike Ditka

2. Starting With A Quote

Some Email Examples That Open With A Quote

Persuasion secrets of a homicidal psychopath ​(starts with a Joker quote - sent

twice)
http://archive.aweber.com/crypt0marketing/ErxKm/t/Persuasion_secrets_of_a.h
tm

Cruel tutelage ​(starts with a "Pai Mei" quote - sent 3 times)

http://archive.aweber.com/crypt0marketing/Ltbww/t/Cruel_tutelage.htm

Flowery hands copywriting teachers ​(starts with a Bruce Lee quote)

http://archive.aweber.com/crypt0marketing/I1Byu/t/Flowery_hands_copywritin
g.htm

Note: there are over 100 examples of this in the swipe file spreadsheet.

The quote is never mentioned in the subject line. It’s just used to start the email
and is usually tied in towards the end, like an open loop.

Most of his quotes come from silly movie & TV characters.

This makes them humorous since people usually share quotes that sound
profound or come from a significant figure. I would vary these up depending on
the audience.

Examples From His Emails

"“Power! Unlimited… POWER!

— Darth Sidious
“Star Wars: Revenge Of The Sith”

"“You can’t just copy Dave’s name you knob gobbler!”

- Marty
"Kick Ass 2"

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© ​SWIPED.CO INSIDERS
“I have a professional obligation to be malicious.”
— Pit bull
“Babe 2: Pig in the City”

“You don’t have any friends. Nobody likes you.”

— Gollum
“The Two Towers”

"And now... here's Mr. Know-It-All!"

- Rocky
"The Rocky & Bullwinkle Show"

“Snoop doggy dog, needs to get a jobby job”

- Snoop Doggy Dogg's dad
“Gin and Juice” music video

In October 2017, a majority of the emails he sent started with a quote from
Crowley, a fictional character playing the King of Hell on the American
paranormal drama television series Supernatural.

On October 2​nd​, he made the announcement that this would be “Crowley

Month”:
http://archive.aweber.com/crypt0marketing/NOVAe/t/Persuasion_secrets_of_th
e.htm

“Crowley being the King of Hell/King of the Crossroads (the #1 crossroads demon
salesman who sells people their greatest desires in exchange for collecting their
souls in 10 years) from the hit TV show “Supernatural”.”

3. Starting With A Testimonial

Focusing On Results In The Subject Line

“Email Players” helps put child through a private NYC University

http://archive.aweber.com/crypt0marketing/9umuq/t/_Email_Players_helps_put
.htm

Biz-nesss coach forced to raise fees after using my wicked ways

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http://archive.aweber.com/crypt0marketing/9mum0/t/Biz_nesss_coach_forced_
to.htm

Coach nabs $5k in fees from a small list using some of my wicked ways
http://archive.aweber.com/crypt0marketing/5c9Zi/t/Coach_nabs_5k_in_fees_fr
om.htm

elBenbo brings ex-Google employee and sickle cell anemia sufferer back from
near-death
http://archive.aweber.com/crypt0marketing/KE3Ei/t/elBenbo_brings_ex_Google
.htm

From slinging Starbucks to raking in the hard bucks

http://archive.aweber.com/crypt0marketing/97LHi/t/From_slinging_Starbucks_t
o.htm

Hears podcast, drums up $11k in business

http://archive.aweber.com/crypt0marketing/C9tAb/t/Hears_podcast_drums_up.
htm

How Certain Types of People Are Having Success

How musicians are using my unruly email ways

http://archive.aweber.com/crypt0marketing/MFXm4/t/How_musicians_are_usin
g_my.htm

Celebrity real estate coach uses “Email Players”

http://archive.aweber.com/crypt0marketing/HZBy8/t/Celebrity_real_estate_coa
ch.htm

Fascinating Testimonials

Testimonial from a fake refunder

http://archive.aweber.com/crypt0marketing/4gtvO/t/Testimonial_from_a_fake.
htm

The One Testimonial to piss off them all

http://archive.aweber.com/crypt0marketing/NOgIn/t/The_One_Testimonial_to_
piss.htm

A testimonial on drugs
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http://archive.aweber.com/crypt0marketing/MEDxw/t/A_testimonial_on_drugs.
htm

Note: there are over 50 examples of testimonial emails in the swipe file
spreadsheet.

Testimonial Email Openers

● Swiped.co Subscriber John Smith writes:
● Swiped,co Insider Rick James reports:
● Below is a note I got from...
● Let me tell you about…
● Swiped,co Insider Ron Paul shows how it's done...
● So I got a cool testimonial last weekend.
● What? Impossible, you think? Then think again...Here's how they did it...
● Whoda thunk it? Apparently, this stuff I teach in [my product] really
changes lives.
● There are at least [#] Valuable lessons (some obvious, some not so)
embedded in his testimonial. See if you can catch them all:

4. Q&A Emails (His Most Used Format)

In these emails, he usually gives a short opening statement & quickly gets into
the question.

Q&A Openers
● Reader Jon Jones asks:
● Reader Bob Dole asks possibly the most timely question anyone has ever
asked in the entire history of the multi-verse:
● Q&A time...
● Just got an interesting question.
● In which the question is asked:
● Here's a lively question:
● Came a question:
● Got this question about...
● An inquiring mind wants to know:
● A subscriber wants to know about...
● A subscriber wants [ ] advice
● A subscriber is puzzled...
● A subscriber asks:
● A reader asks:
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© ​SWIPED.CO INSIDERS
List-based answers where the last item is found in or relates to what he’s
selling.

How to profit from scammers & liars

http://archive.aweber.com/crypt0marketing/NSyTP/t/How_to_profit_from_sca
mmers.htm
● Responds with two pointers. One is a quick tip, the other is found in the
paid newsletter.

How to persuade people to buy super expensive products with just one or two
sentences
http://archive.aweber.com/crypt0marketing/I4zfH/t/How_to_persuade_people_
to.htm
● Responds with two pointers. The second one is only hinted at & directs
you to buy the product.

How to reanimate dead leads without them trying to eat you

http://archive.aweber.com/crypt0marketing/6Nppa/t/How_to_reanimate_dead
_leads.htm
● Responds with three pointers or steps – then he says this isn’t the only
way to do it ​→​ paid newsletter.

"I got fired and need an income pronto!"

http://archive.aweber.com/crypt0marketing/9iaQf/t/_I_got_fired_and_need_an.
htm
● Responds with three pointers. The third is discussed in his next podcast.

* Note how many of his Q&A emails are turned into “How To” subject lines.

Answering With An Entertaining Metaphor

Email secrets of a blood-thirsty bigfoot

http://archive.aweber.com/crypt0marketing/EB4t9/t/Email_secrets_of_a.htm
● Uses a big foot analogy to get his point across

Grow some ballz

http://archive.aweber.com/crypt0marketing/9X2TI/t/Grow_some_ballz.htm
● Uses a mob movie scene & dialogue to get his point across.

Advice With A Caveat (That’s Resolved With The Paid Product)

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© ​SWIPED.CO INSIDERS
The steak & eggs swipe file
http://archive.aweber.com/crypt0marketing/GeNbD/t/The_steak_eggs_swipe_fil
e.htm
● Gives advice to handwrite ads & then says, “but they must be truly great
ads…don't know which ads are great or not?” ​→​ enter product

Other Post Q&A Transitions Found

● After he gives some advice ​→​”[the product] goes into a lot more detail
about this”…(“this” being whatever they asked about)
● “Then it's just a matter of… Enter [the product name]
● “All right, that's it for today. “Email Players" subscription info here:”
● “To check out my "Email Players" newsletter go here:”
● “So, do my methods work for…[ ]? The proof is in the doing:” ​→​ action
steps ​→​ “The rest takes care of itself.”
o http://archive.aweber.com/crypt0marketing/MU_7Q/t/Why_busy_
professionals_love.htm

5. Starting With A Story

Direct Story Openers

● Following is a cautionary tale:
● Following is a story for…
● Following is a true story…
● True story:
● Here’s a tale I’ve been itching to tell for a while:
● Here’s a true story that’ll…
● Let me tell you a story.
o Then start with a time & place (A few months ago, a few years back,
a while back, back when, recently etc.)
● Once upon a time

Examples of Story Emails (With Their Post-Story Transitions)

“Speaking Of Which…”

How to (ethically) manipulate people into doing thy bidding

http://archive.aweber.com/crypt0marketing/CbES5/t/How_to_ethically_.htm

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© ​SWIPED.CO INSIDERS
 ● After telling a story related to persuasion ​→​ ​“Speaking of which...The
February "Email Players" issue is full of tips and advice for being more
persuasive (not just in emails, but in your personal life) that are just as
effective and, I suppose, unconventional as the tip above. Where do you
subscribe? I'm glad you asked. Go here:”

An Abrupt Ending ​→​ CTA

If you don't want to invest in yourself or a business, get a job

http://archive.aweber.com/crypt0marketing/9h4DK/t/If_you_don_t_want_to_in
vest.htm
● “End of sermon. Now, let's sally forth on to the good stuff:”

Skeletor's billion dollar marketing tip

http://archive.aweber.com/crypt0marketing/FdUlo/t/Skeletor_s_billion_dollar.ht
m
● “Something to think about with your [marketing]. And while you're at it,
check this out:”

Telling A Story From Outside The Market & Relating It To Your Market

Hunt what you know how to catch

http://archive.aweber.com/crypt0marketing/MDZkO/t/Hunt_what_you_know_h
ow_to.htm
● Tells story about a doctor giving prostate advice ​→​ “​ Well, guess what?
This happens in the ye olde marketing world, too”​ ​→​ gives examples ​→
​ ​ CTA
“Moral of the story: [ ]. →

How to calm an angry woman

http://archive.aweber.com/crypt0marketing/AU.ry/t/How_to_calm_an_angry_w
oman.htm
● “And here’s what else is true…this same phenomenon works when dealing
with…”

“That’s Where [Blank Product] Comes In. I Teach How To [Do This Thing Related
To The Story]”

Why you should sell in every email you send

http://archive.aweber.com/crypt0marketing/DoCgk/t/Why_you_should_sell_in.h
tm

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© ​SWIPED.CO INSIDERS
“This is the most profitable [thing] you can learn. And, if you know how to
apply it the way I am teaching it in [blank product], you will never have to [do
this unwanted thing] again.”

Donald Trump's secret to getting your list to obsess over buying from you
http://archive.aweber.com/crypt0marketing/EwDxX/t/Donald_Trump_s_secret_t
o.htm

Getting To The Point Phrases

● Moral of the story:
● Here’s the point:
● Which brings me to the point:
● The point?
● Bottom line:
● Here’s what I mean:
● Here's what happened:
● And it dawned on me that:
● Something to think about with your…
● But, I’m here to tell you:
● But, here’s the thing:
● And guess what:
● But, you know what?
● And you want to know what?
● And you know what else?
● Anyway, here goes:
● Long story short:
● OK, so why am I telling you this story?

6. List-Based Emails
List of Best Resources (Your Product Should Be On The List Or Tied In Right
After)

10 greatest marketing courses

http://archive.aweber.com/crypt0marketing/EOJ39/t/10_greatest_marketing.ht
m

4 "email" teachers everyone should study

http://archive.aweber.com/crypt0marketing/O61Xe/t/4_email_teachers_everyo
ne.htm
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Predictions

3 scary business predictions for the rest of 2014

http://archive.aweber.com/crypt0marketing/ASYtT/t/3_scary_business.htm

Rules

14 rules for staying sane in an insane bid'niz world

http://archive.aweber.com/crypt0marketing/Lz27T/t/14_rules_for_staying_sane.
htm

Reasons To (These Could Be Testimonials)

22 reasons to listen to the Antipreneur podcast

http://archive.aweber.com/crypt0marketing/HlyEj/t/22_reasons_to_listen_to_th
e.htm

Red Flags

5 "red flags" your email may suck out loud

http://archive.aweber.com/crypt0marketing/EgFN6/t/5_red_flags_your_email.ht
m

List of Excuses People Make

7 bull sheee-yat excuses people make for failing at email marketing

http://archive.aweber.com/crypt0marketing/IfRLa/t/7_bull_sheee_yat_excuses.
htm

Other List Type Ideas

● Secrets
● Commandments
● Ways To
● Tips

NOTE:​ most of his list-based subject lines are used for emails promoting his
podcast. Remember, he doesn’t teach pure content in emails. The idea is to tease
you & “bait the hook” so you still want more after the email. Since the podcast is
free, the emails are shorter & it’s mostly about the link.
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© ​SWIPED.CO INSIDERS
7. Addressing Negative Comments
Something Ben often brags about is how he uses responses from Internet trolls &
haters as profitable content for his emails.

The idea is to take their response, include it in an email & flip it into why you
should buy his product.

The key is, there has to be something about their response that you clearly think
is wrong (& that most of your audience will too).

For instance…

Here’s An Example Of Him Using A 1-Star Book Review He Received

Behold the Trollhouse mush cookie

http://archive.aweber.com/crypt0marketing/Locm5/t/Behold_the_Trollhouse_m
ush.htm

The 1 star was given mostly because of the book’s formatting & Ben goes on a
rant about why formatting should be irrelevant to you.

Here, He Includes A Hater’s Response & Counters It With Two Rave Reviews

The Troll-of-the-month "leader board" champ

http://archive.aweber.com/crypt0marketing/Gk6Tq/t/The_Troll_of_the_month.
htm

With this approach you don’t even have to say anything. You let your audience
do the talking.

Here’s A More Indirect Example Where He Talks About People That Whine
About “Info Overload”.

Whining about "info overload"

http://archive.aweber.com/crypt0marketing/Kmgmo/t/Whining_about_info.htm

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Sometimes, He’ll Also Call Out Newbie Remarks (People Just Getting Started,
Who “Think” They Know)

Newbie linguistic programming

http://archive.aweber.com/crypt0marketing/KM6oQ/t/Newbie_linguistic.htm

Why Use Negative Responses This Way?

It’s not for everyone, but addressing negative comments in an email can serve a
purpose when done right.

1. It utilizes the power of “having a common enemy”. Most people on your

list will disagree with the negative messages & side with you.
2. It makes people on your list (that aren’t haters) feel more highly about
themselves & like they’re part of the group that “gets it”.
3. It discourages other people from trolling you.
4. It makes for an interesting email. People are attracted to drama.

The Deadly Mistakes You Can Make When Addressing Negative Responses

1. Not turning the negative into a positive.

2. Doing it because the comments upset you. They shouldn’t & that emotion
will likely show up in your writing.
3. Focusing more on the person than the content of their response. Then it
just seems like you’re trying to one up or make them feel bad.
4. Bottom line: it shouldn’t be out of insecurity & ironically, negativity. Focus
on the lesson & turning it into a positive.

4 Powerful Subject Line Types Used

Frequently By Ben

1. Shocking Subject Lines

There are over 80 of these in the swipe file spreadsheet, but I’ll list a few below.

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© ​SWIPED.CO INSIDERS
Some of these are very ballsy subject lines, but they definitely grab your attention
& make it hard not to click through.

The downside, of course, is that certain people will be offended & unsubscribe,
but Ben likes this & considers it a filter.

It’s worth noting that, as dirty as these subject lines can seem, the email content
itself is never that dirty. I highly suggest studying how he transitions from the
subject to the body copy.

Examples

I think about you in the shower

http://archive.aweber.com/crypt0marketing/IIcdo/t/I_think_about_you_in_the.h
tm

Take the tampon out

http://archive.aweber.com/crypt0marketing/7HZ2I/t/Take_the_tampon_out.ht
m

How I want to die

http://archive.aweber.com/crypt0marketing/9jPcW/t/How_I_want_to_die.htm

I’m HIV positive

http://archive.aweber.com/crypt0marketing/OtZzH/t/I_m_HIV_positive.htm

Doctor predicts my death

http://archive.aweber.com/crypt0marketing/59KGy/t/Doctor_predicts_my_deat
h.htm

Stop watching porn

http://archive.aweber.com/crypt0marketing/K.BLj/t/Stop_watching_porn.htm

I swear on a stack of Bibles I’ve never done crack

http://archive.aweber.com/crypt0marketing/6.Ynq/t/I_swear_on_a_stack_of.ht
m

Pubic hair on the bar of soap

http://archive.aweber.com/crypt0marketing/MK2tW/t/Pubic_hair_on_the_bar_
of.htm

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I haven't showered in 8 days and I still smell fresh
http://archive.aweber.com/crypt0marketing/BMzve/t/I_haven_t_showered_in_8
.htm

2. Playing On Popular Sayings

Ben also loves taking sayings or names of movies, songs & altering them so
they’re humorous.

Here Are A Few Examples (there are 60+ in the swipe file spreadsheet)

I shot the guru

http://archive.aweber.com/crypt0marketing/I.K0g/t/I_shot_the_guru.htm

Machine gun persuader

http://archive.aweber.com/crypt0marketing/HVUPS/t/Machine_gun_persuader.
htm

50 shades of Ben
http://archive.aweber.com/crypt0marketing/OtUOg/t/50_shades_of_Ben.htm

Copyocalypse Now
http://archive.aweber.com/crypt0marketing/MDIyz/t/Copyocalypse_Now.htm

Crystal Ben persuasion

http://archive.aweber.com/crypt0marketing/Oc0P9/t/Crystal_Ben_persuasion.ht
m

Entrepreneurz n the hood

http://archive.aweber.com/crypt0marketing/OAVUQ/t/Entrepreneurz_n_the_ho
od.htm

May the Schwartz be with you

http://archive.aweber.com/crypt0marketing/9Idnq/t/May_the_Schwartz_be_wit
h.htm

The Count of Money Cristo

http://archive.aweber.com/crypt0marketing/G9IrW/t/The_Count_of_Money_Cri
sto.htm

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You can't handle the TROOF
http://archive.aweber.com/crypt0marketing/PAJbI/t/You_can_t_handle_the_TR
OOF.htm

3. Bizarre Subject Lines

These are definitely the most interesting & humorous of the bunch. You don’t
usually know what to make of them. They’re so random that you just might click
through to find out what the heck he means.

Grim reaper gobbledygook

http://archive.aweber.com/crypt0marketing/PQDx9/t/Grim_reaper_gobbledygo
ok.htm

How pegasus poop keeps people broke

http://archive.aweber.com/crypt0marketing/9oKSa/t/How_pegasus_poop_keep
s.htm

Run little hamster... run! Run! RUN!

http://archive.aweber.com/crypt0marketing/P4jNs/t/Run_little_hamster_run_.h
tm

The UFO headline that creamed my twinkie

http://archive.aweber.com/crypt0marketing/5ZWN1/t/The_UFO_headline_that.
htm

Poked by the magic email fairy's twinkle pole

http://archive.aweber.com/crypt0marketing/Bfr.C/t/Poked_by_the_magic_email
.htm

The Kidney Stone Sale

http://archive.aweber.com/crypt0marketing/BaLni/t/The_Kidney_Stone_Sale.ht
m

Gnat in the potato salad

http://archive.aweber.com/crypt0marketing/JgTED/t/Gnat_in_the_potato_salad.
htm

Dog pewp excuses

http://archive.aweber.com/crypt0marketing/Oua_0/t/Dog_pewp_excuses.htm
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Feeding homeless cats on Facebook
http://archive.aweber.com/crypt0marketing/OwUp5/t/Feeding_homeless_cats_
on.htm

4. Curiosity-Driven Subject Lines

Curiosity is king when it comes to subject lines & that’s definitely the most
common emotion found in Ben’s subject lines. There are close to 600 examples in
the swipe file. Here are a few of them:

Forbidden email secrets your mama wouldn't approve of

http://archive.aweber.com/crypt0marketing/OYeuI/t/Forbidden_email_secrets.h
tm

Guess which one of these headlines did best

http://archive.aweber.com/crypt0marketing/GLa0f/t/Guess_which_one_of_thes
e.htm

How he used Seinfeld to fill his webinar

http://archive.aweber.com/crypt0marketing/MR03q/t/How_he_used_Seinfeld_t
o.htm

How to "get away with" pitching in every. single. email.

http://archive.aweber.com/crypt0marketing/C0nTv/t/How_to_get_away_with_.
htm

How to tell if a guru is a fraud

http://archive.aweber.com/crypt0marketing/6.PI8/t/How_to_tell_if_a_guru_is_a
.htm

One of the best marketing products I've bought in 10 years

http://archive.aweber.com/crypt0marketing/5b7Nu/t/One_of_the_best_marketi
ng.htm

Proof you don’t need a big list

http://archive.aweber.com/crypt0marketing/HzpfC/t/Proof_you_don_t_need_a_
big.htm

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Secret way of using checklists in emails can boost sales by 5x's
http://archive.aweber.com/crypt0marketing/L9n88/t/Secret_way_of_using.htm

The $230,000 email trick

http://archive.aweber.com/crypt0marketing/B9mOC/t/The_230_000_email_tric
k.htm

The 8 Biggest Takeaways I Got From

Studying Ben’s Emails
1. When it comes to your list, aim for quality over quantity.

One of the things Ben mentions often, is how he…

1. Purposely makes certain things more difficult to weed people out.

2. Is polarizing in his emails, with the intent to make sensitive & politically
correct people unsubscribe.

Unlike most marketers, he welcomes unsubscribes, defining them as people who

aren’t the right fit.

“I'd rather have a list of 50 eager-to-learn subscribers wanting to improve their

lives, than 50,000 whiney drama queen subscribers who just ride the goo-roo
freebie carousel.”

2. Value your information & what you sell.

He never discounts or offers free trials and if you want a previous issue, you have
to pay full price.

He never “hard teaches” in his emails & besides a few limited-time products, he
usually is just selling his paid newsletter.

This setup makes people value his teachings even more.

“I'm no more interested in offering a $1 trial to my elite, high quality

content than Rolls Royce is in offering its high end, players-with-money (as the
late great Gary Halbert called 'em) customers a $1 trial. Like with Rolls Royce, you

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© ​SWIPED.CO INSIDERS
get a test drive (i.e. the opt in issue I give away). And while on that drive, you can
go ye forth and use my test drive to make all the sales you want with.

(And many people do.)

Bottom line?

I want value shoppers not price shoppers.

Value shoppers play to win.”

3. Expectations Are Important.

Ben is very blatant about him emailing you often. He mentions it in his opt-in
form & constantly talks about it in his emails. It’s what he teaches & because he
makes it known, his readers are accepting of his frequent emails.

4. Treat Your Email Newsletter Like A Talk Radio Show

People want to be entertained. Be unusual, diversify your messaging, don’t be

afraid to be controversial & never see your emails as a medium to “hard teach”.

5. Use Stories From Forums, Message Boards, Groups etc.

Of course, you want to use personal stories in your email to build rapport, but
another great source of story inspiration is on sites where your audience is
discussing their frustrations & successes.

I’ve heard Ben mention a few times that he will use stories he sees elsewhere,
from actual people in the market he’s writing to.

Instead of trying to come up with the right story that relates to your prospect,
look for an actual story told by them personally.

6. Always Be Selling In Your Emails

Ben considers not selling in your emails, a disservice. There are people out there
who want & will benefit from what you’re selling. Not selling them on it doesn’t
help you or them.

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7. Don’t Obsess Over Your Analytics. The Most Important Metric Is How
Many Sales You Made.

Ben often states how he barely pays attention to his open rates & he definitely
doesn’t count how many complaint emails he gets. The success of an email is
based on how many sales it made.

“I couldn’t even tell you what my open rates are. Or what my opt in rates are. Or
what each click is worth. Or any of that. I simply don’t care. What I do is look at
my sales each month. Did they go up? Then I’m good.”

8. The Word “Goo-Roo” Is Mentioned Over 500 Times In Ben’s Emails!

Why?

Gurus or “goo-roos” are basically his enemy. By poking fun & comparing himself
to them, he creates a powerful form of contrast that wouldn’t exist without the
opposition.

It makes his philosophies stand out & makes his audience rally behind him even
more.

Quite simply, he references them often because it makes him more money.

COMING UP NEXT ​ ​a deep dive into Ben’s paid

newsletter funnel. Be on the look!

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© ​SWIPED.CO INSIDERS