Ben Settle

My menage a trois with a jilted old ex

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In spite of my subject line above, there’s nothing lurid about today’s email. So if you are expecting sex and drama, it might be best to stop reading now.

On the other hand, if you’re in that small minority of people who get all hot and bothered by personal development topics, then it might be worth pressing on.

If you’re still with me, then let me set the scene.

Two years ago to the day, I wrote an email with the subject line:

“Why goals and I broke up and are no longer talking”

In that email, I wrote about how I’m ghosting goals. They never worked for me.

Instead, I decided to move on to a new relationship with what James Altucher calls “having a theme.” It’s a general direction you want your life to move in, without specifics, numbers, or deadlines.

Then exactly a year ago, I wrote an update with the subject line,

“2021 un-goals”

In that email, I gushed that my new relationship with themes was going great and was getting serious. I had moved forward significantly in each of the three themes/directions I had set for 2020.

But was this just the happy honeymoon period? Or would my new love affair last?

As I wrote a year ago, there was only one way to find out. Back then, I decided on three new themes for 2021, and I promised to write an update when the time comes.

Well the time is now.

So if you’re curious, I’ll tell you about my past year, and and how my relationship with themes developed. And maybe more importantly…

I will also tell you the fundamental mental shortcut I use to decide on many of life’s difficult questions. It might give you a new perspective on some important topics.

First the update. Here are the three themes I had for 2021:

1 Partnership. In a nutshell, I decided to stop doing everything myself. Instead, I wanted to partner up with other people and businesses… contribute what skills and resources I have in abundance… and let them do the same.

Without getting bogged down in details, let me say I got all the partnership opportunities I could want. And none of them led anywhere.

But I ended the year with a new partnership agreement — something that has the potential to be big. I’ll write more about that in the coming weeks and months.

2. Ability to produce. This is Dan Kennedy’s idea, which I heard via Ben Settle, that the only security you have in life is your ability to produce. As for my ability to produce in 2021:

I wrote 365+ of these daily emails… ​I created the 8-week Copy Riddles program… ​I held the Influential Emails training…

… ​​and that’s along with various bonuses I recorded and a few podcast appearances I made and a mastermind coaching I did. ​​Plus there was client work for 2 primary clients and a few odd jobs, here and there.

3. Redacted for being too personal and revealing. I seem to be building an online reputation as a hermit who’s afraid of divulging personal details. So I can’t disappoint you by sharing too much about my real life right now. Let me just say this third theme/direction was personal and went absolutely nowhere. In fact, it went backwards. A complete failure.

So to sum up:

Like with every other relationship I’ve ever had, year two of going steady with themes turned out to be a mixed bag. A few great moments… a few bitter fights… and a lot in between.

Which leads me to that mental shortcut I mentioned, or rather, a lens through which I view the world. Before I reveal it, let me warn you:

This is not something that sells very well. You won’t hear me preaching it for the rest of the year. But I believe it to be true, and since today is January 1, I am willing to admit to it. It is this:

Long-standing questions don’t have simple answers.

For me, this applies to many areas of life. But specifically, it applies when trying to decide which path is the right one:

Is it better to be flexible or disciplined?

Does real success come from self-acceptance or self-development?

Is freedom the greatest good or is it comfort and safety?

My brain wants simple, black-and-white answers to these questions. It would save me so much thinking.

But the truth is that deciding between these opposite poles is an ongoing struggle. It requires attention, effort, and care. And ironically, by accepting that fact, I often save myself a lot of grief and wasted time.

And this brings me to 2022, and that menage-a-trois I mentioned in the subject line.

Themes and I continue our relationship. We are trying to make things work.

But I’ve invited that old jilted ex, goals, back into my life. I want to see if somehow the three of us can live happily together.

So I have three new, general themes for my 2022… and I’ve also set two specific, quantifiable, deadline-based goals.

Will this polygamous relationship work out? Or will it end in plates being thrown and my clothes getting tossed out the window? And what exactly are my themes and goals for 2022?

Only one way to find out:

Like I did on January 1 2020… and January 1 2021… and now, today… I will write another email in a year’s time about this personal topic. And if you can wait that long, sign up for my email newsletter, and you will find out the whole story then.

Well, except for any revealing, personal info. That will have to be redacted. I have my hermit persona to protect and develop, after all.

A simple habit for enjoying yourself at parties and inventing almost irresistible offers

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Today I want to tell you how to enjoy yourself at every party you go to from now on… and how to come up with offers that your market is 98% sure to love.

Let me set it up with a bit of drama:

A few days ago, a friend I have from my decade of living in Budapest, Hungary, forwarded me a screenshot of the following Instagram post.

The post was written by a Lainey Molnar, a Hungarian illustrator now living in the Netherlands.
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​Lainey became an Internet star recently because of her “women empowerment” illustrations.

As an Internet star, she was fielding some Internet questions recently. One question was why so many Hungarians choose to move away from the motherland and live abroad.

​​Lainey responded:

​Because the mentality is simply unbearable for anyone who aspires for a healthy psyche (and let’s not get stared on the political system, we already clocked in like 12 years with a Trump before Trump)

It’s a culture of mediocrity, always dragging everyone down. They’re jealous, petty, always blame everyone else for everything, They constantly gossip, meddle, and walk over others for gain. Brrrrr, I can’t stand being there for more than a few weeks.

So here’s what got through my skull:

If Hungarians really are as miserable of a people as Lainey makes them out to be — not true in my experience — then going by the tone of her two paragraphs above… she sounds like a perfect Hungarian, whether she lives in Amsterdam or Budapest.

And that’s my point for you today:

Whatever the apparent topic of conversation, people are almost always talking about themselves.

Once you realize this, you can have fun at every party, just by listening to others and asking yourself… what is this guy really saying? What is he revealing about himself that he doesn’t mean to?

And same thing with your customers and prospects.

Everything they say about you… your competition… the world at small and at large… is mostly about them.

And just by listening or, as Ben Settle likes to say, reading between the lines, you can get a lot of valuable intel. Intel you can use to inform your marketing and your offers… and give people what they truly want — even if they could never express it directly.

At this point in my emails, I usually like to take the core idea I am talking about and do a demonstration. But today, we can do the opposite.

If you like, you can probably read this very email, and find I am talking about myself. Maybe in ways that I didn’t even mean to expose, some perhaps quite negative.

So if you have some insights that you’ve gleaned about my personality through this email or other emails… and if you want to shock me with them, I am here, ready.

Just write me directly and fire away with your piercing observations. Do it for me. And do it because you will be starting a habit which will benefit you for years in your personal and business life.

Everything is free

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I know a lot of people in the marketing world worship at the altar of Seth Godin. I myself have had no contact with that religion, until today.

Today, I read an article that Seth wrote earlier this month, with a provocative title:

“Customer service is free”

Seth says that because of word-of-mouth and the value of loyal customers, you should stop looking at customer service as a cost.

That’s a point I’ve heard Ben Settle make before. Ben says that customer service is the #1 sales skill, which will allow you to charge higher prices… give you an advantage over your competitors… and allow you to make up for your shortcomings.

But here’s something that puzzled my mental squirrel:

Ben Settle has been making this point about customer service for years. It never made as much impact on me as the Seth Godin article. Because Seth’s presentation was more powerful.

Perhaps, and this is just a hypothesis based on my own experience today, the power of “FREE” is greater than the power of “profitable” for getting into people’s heads. Sure, once you open up a path into somebody’s brain with the ice pick of FREE, then you can bring in the “profitable” argument. But not before. And that’s what Seth Godin does — FREE in the headline, profitable in the very last sentence of his article.

But whether that’s a universal truth or not, one thing is universally true:

All your offers, whether ideas you are pitching or actual products you are selling, should be FREE. Of course, not free today. But FREE. Here’s what I mean:

The next time you are faced with a prospect who’s holding your offer in his hands, interested but still not sold, then apply the following free idea, and it will pay for itself immediately:

Put your arm around your prospects shoulders and point to the rainbow on the horizon. Then point back to that product of yours, there in your prospect’s lap. And then once again, point to the rainbow.

“Do you see now?” tell your prospect. “In 9 weeks, it will pay for itself. So really, it’s FREE. And after that, it will even start to make you money.”

Speaking of making money:

I have an email newsletter in which I share money-making ideas about marketing and copywriting. You can sign up to my newsletter today at a small up-front cost. But really, don’t think of it as a cost, think of it as an investment. One that will pay off before the end of the day.

The secret of the weasel

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I was talking to a girl once and she said, “What do you think, if I were an animal, what animal would I be? What animal do I remind you of?”

The fact is, she reminded me of a bear — in all the best ways. But I couldn’t say that.

​​I tamped it down and said she made me think of a lioness.

“Hm ok,” she said. “Do you wanna know what animal you remind me of? But wait, I don’t know the name in English.” She went rooting around her phone.

“This!” she finally said with a big smile. “So cute it is!”

I looked at the picture. My animal doppelganger was staring back at me with dark, beady eyes. I started to laugh. It was a weasel.

The girl, who was not a native English speaker, just shrugged. For her, the story ended there. I’m sure she’s forgotten all about it since.

But I knew the double meaning of the word “weasel” in English. And so, my brain lit up and I laughed. I wrote down this story as soon as I could, and here I am, telling it to you now, a few years later.

And in case you’re wondering what my point is:

Many people will tell you that the secret to good emails is so simple. Just talk about what happened to you today. Then milk it for some sort of a lesson and presto! Immediate influence.

I disagree.

For the vast majority of people, myself included, I think this “bland breakthrough” style of emailing is a terrible approach.

Because except for a few rare storytellers, those types of emails rarely come together to surprise and delight. They rarely light up the reader’s brain the way my brain lit up at being (favorably) compared to a weasel.

Instead, all you get is the girl’s reaction — a shrug, and on to the next thing.

Maybe you don’t see the distinction I’m trying to make. So let me give you an example of an email that turns the light on.

It comes from one of the bonuses I’ve been putting together for my now-ended Influential Emails training. This bonus — “My 12/4 Most Influential Emails” — includes my 12 most influential emails, as well as 4 emails by other marketers that influenced me the most in my copywriting career.

The example I want to give you is one of these “other” emails. It was written by Ben Settle and it’s been stuck in my head for years.

I asked myself today why this email had such an impact on me.

​​I came up with two things. I won’t spell out what they are, but I will tell you I worked both of them into this email that you’re reading. Plus you can also see them in action in Ben’s email at the link below.

And in case you’re wondering whether it’s really worth your time to click and read another email right now… let me put it this way:

If you could write something today… and have it stick in other people’s minds so strongly that they share it and promote you to their own attentive audience, even years later… do you think that could be valuable to you?

If you say yes, then take a look here:

https://bensettle.com/blog/the-secret-of-the-beer-thief/

An open letter to an internet detective who caught me sneaking yesterday

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Yesterday, I wrote an email which referenced something Ben Settle said a few days ago. Big mistake.

Because one vigilante detective on the Internet immediately sensed something suspicious was afoot. So he reached through the screen… grabbed me by the scruff of the neck… and started investigating where I’ve been the past few days. He wrote:

“The other time John Bejakovic said he was unsubscribing from Ben Settle’s email list. I wonder how he still managed to get wind of an email Ben sent few days ago.”

Ever since my teenage days, I’ve loved explaining my comings and goings to other people. So as a way of explaining myself this time, let me tell you a fun Dan Kennedy story.

Many years ago, Dan worked with a client named Tom Orent. Orent is a marketer in the dentistry niche.

One of Orent’s offers was a yearly $48k coaching program. (By the way, this was back in the early 2000s. Think more like $200k in today’s marketing money.)

So at a seminar one time, Dan got a question from an intrigued audience member. “What the hell does Tom Orent do in his coaching program to justify the $48k price tag?”

Dan chuckled. “First of all,” he said, “let me suggest a better question. Rather than, what the hell does Tom Orent do to justify his $48k fee… the better question would be, how does Tom Orent sell his $48k coaching program. Because the sales mechanism is far more useful for you to discover than what is being delivered. However, since you asked the wrong question, you get the answer to the wrong question…”

And then Dan laid out the pretty uninteresting content of Tom Orent’s $48k coaching program.
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Similarly, here’s my explanation of my whereabouts over the past few months:

I did unsubscribe from Ben Settle’s print newsletter this summer. That’s what I wrote about in a series of emails a short while ago.

But I never unsubscribed from Ben’s emails. That would be foolish, even by my standards. Because like Dan says, the sales mechanism is far more useful to discover than what is being delivered.

But really… that’s not why I keep reading Ben’s emails.

I bet you’ve got a bursting swipe file already. I know I do. And so the real reason why I still subscribe to Ben’s emails is not so I can stuff more word tonnage into my swipe file, like a little squirrel with its cheeks full of acorns, trying to fit just one more in there.

No, I read Ben’s emails for another reason. Again, here’s Dan Kennedy:

“Put your best stuff in your lowest-priced stuff.”

I don’t know if Ben goes by this. But I’ve personally found a lot of tactical, business, and personal value in Ben’s free emails.

And that’s the truth, Mr. Internet Detective. That’s why I keep reading. And that’s how I got wind of Ben’s email from a few days ago. That’s the answer to your question.

But let me suggest a better question.

Rather than, how did I get wind of Ben’s email… the better question would be, how do I keep from missing out on valuable lessons that Ben hides in plain sight? And how did I recently apply some of those lessons to my business, and profit from them already?

That’s what I was planning on talking about in today’s email. ​
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Because there’s no point in getting somebody’s best stuff for free… unless you recognize it as such and then do something with it. However, since I got asked the wrong question…

Want answers to some right questions? I write an email newsletter every day. You can subscribe to it here, and in that way, keep track of my suspicious comings and goings.

 

Introducing: New Gimme Hope Co’rona strain

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Perhaps you’ve read the news. From a Reuters article earlier today:

“Australia and several other countries joined nations imposing restrictions on travel from southern Africa on Saturday after the discovery of the new Charlize Coron variant sparked global concern and triggered a market sell-off.”

Ok, that’s not really what the news said. The new corona strain isn’t called Charlize Coron. It should have been called that. But instead, it got yet another boring Greek letter name, omicron.

A couple days ago, Ben Settle wrote this:

Yes, Google is one the best content title swipe files on the internet IMO.

My recommendation:

Look at hundreds of craft beer names.

Note the ones that pop out at you.

Then ask yourself:

“How can I apply this uniquely and creatively to my next piece of content?”

Since the Greek letter naming system sucks, I decided to try Ben’s advice out. I wanted to see if I couldn’t come up with a craft beer name for the new corona variant, something better than “omicron.” Maybe you can tell me if I succeeded with any of the options below.

A bit of googling revealed that many craft beer names are puns on celebrity names, stock phrases, or pop culture references tied in to the history behind the brewery.

Since this new variant was found in South Africa and Botswana, I hit upon the following ideas for the new corona beer:

* Covid Bustard (after Botswana’s national bird, the kori bustard)

* Antigen To Zebra (“all the animals you can find in South Africa, from aardvark to zebra”)

* Gimme Hope Co’rona (after the Eddie Grant hit Gimme Hope Jo’anna — Jo’anna is Johannesburg)

A second article I read said scientists are worried because this new strain has “a very unusual constellation of mutations.”

Unusual mutations? That makes my brain go in one direction only. Teenage Mutant Ninja Turtles. And since craft beers often feature nonsensical, goofy, high-energy names, this could be another possible name for the new brew:

* Cowidbunga!

Finally, the scientist who isolated this new variant said the “full significance of the variant is uncertain.” This reminded me of something Daniel Kahneman wrote about uncertainty and fear:

“The fear of an electric shock is uncorrelated with the probability of receiving the shock. The mere possibility triggers the full blown response.”

This Kahneman idea ties in well to my personal beliefs about corona. And if I had anything to do with naming the new strain, I might just give a nod to Kahneman and call it “Covid, fast and slow.”

But you know what? My point is not really anything to do with corona.

It’s not even anything to do with naming your products or content either.

Maybe you can see the point I’m trying to make. If not, then check out my email tomorrow, where I will almost certainly reveal Die Antwoord (another possible craft corona name?).

Tending the penguins

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On September 27, 1914, Sir Ernest Shackleton set off on a daring, last-of-its-kind conquering of Antarctica.

But his ship got stuck in ice. The popular explorer and his intrepid men faced the prospect of a cold, slow, lonely death. They cabled a desperate plea back to England, asking for help.

Their message made it up to the First Lord of the Admiralty, a guy by the name of Winston Churchill. Churchill was in the middle of dealing with what would later be called World War I. And he wrote in response:

“When all the sick and wounded have been tended, when all their impoverished & broken hearted homes have been restored, when every hospital is gorged with money, & every charitable subscription is closed, then & not till then wd. I concern myself with these penguins.”

Yesterday I promised to share with you one final great lesson I learned from Ben Settle. So let me get right to it:

Have standards for your business, and stick to ’em.

Like Churchill above, do the things you say matter to you. And leave the tending of the penguins for only after, if ever.

“That’s your great lesson?” you say.

Yeah. Hear me out.

I don’t know why having standards and sticking to them works so well. Maybe there’s some magic in it, and if you do it, the universe gives you more of what you focus on.

Or maybe it’s less magical. Maybe it’s just that we all secretly like strongmen. Maybe we are still kids in adult bodies. And whenever somebody assumes the right to start setting rules and boundaries… we start looking to them as an authority to be obeyed and respected.

Whatever the case, I believe that having your own standards and sticking to ’em – whether for yourself… your offers… your marketing… your business partners… your business practices… and yes, even for your customers — is the way to not only become successful… but to become successful on your own terms.

It’s how Ben was able to defy industry norms and not only survive but thrive. It’s how he could send multiple ugly-looking emails a day… offer no refunds… charge hundreds of dollars for a paperback book… while living his “10 minute workday” and making something close to $1 million a year, working by himself.

And a similar opportunity is there for you, too. You can also create a successful business that suits exactly you, if you take it upon yourself to turn the penguins away. Even if they are cold, hungry, desperate, intrepid, and popular. And even if the decision to do so might not win you any friends or make you any money in the short term.

But before you start rubbing your hands together, let me make clear that standards are not the only thing you need to succeed.

You can sit in your darkened room, having standards and sticking to them until you’re blue in the face.

Nobody will care.

You still need the fundamentals. Like attractive offers. And good copy. And a responsive list. Mix those fundamentals with some strict standards, and then you get the success you want, how you want it.

What’s that? You want some more? Well here’s one final point:

You probably know plenty of good resources to teach you the first two fundamentals above. And you might even know a good resource to teach you the last.

But I’d like to tell you about a resource which shows you how to create a responsive list beyond anything I’ve ever seen. I became aware of this resource only recently, and completely unexpectedly. And I’ll share it in an email to my newsletter next week. If you’d like to read that when it comes out, you can sign up here.

Husbands are like fires

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Today I want to tell you how to keep people reading your stuff—

Even if they know better… even if they think they get no value from what you are saying… and even if they can’t explain to themselves why they keep tuning in to your self-serving, borderline obnoxious sales talk.

It’s a very simple trick.

But used subtly, without trying too hard, it’s very powerful.

In fact, it’s so powerful it can get people actually hooked on you. Let me illustrate what I mean, with this quote from sex bomb Zsa Zsa Gabor, who was married nine times, and who should know:

“Husbands are like fires. They go out when unattended.”

So the copywriting trick I have in mind is to surprise people. You can do it like Zsa Zsa with a bit of humor and misdirection. You can do it with an unusual phrase of turn. Or you might even be able to do it with a well-chosen fact. Such as the following:

Nothing kills surprise as quickly as going back to the same well, day after day.

So whatever you do to light up your reader’s brain and fill it with dopamine… don’t let your technique become predictable, and don’t let it become a crutch.

But let me take my own advice. Because this surprise stuff is another great idea I’ve learned from Ben Settle.

In the early days, Ben kept me reading his emails, in spite of my better instincts. He kept me reading, not just through shock in the subject line. Not just through challenging industry norms. But through tiny surprises he hid away and mixed into his copy.

But since this is #3 in my recent list of Ben Settle ideas that I want to remind myself and you of… I’m getting dangerously close to being predictable.

So I’ll wrap up this mini-series tomorrow. And I’ll tell you the most valuable and perhaps easiest-to-implement lesson from Ben Settle I’ve learned to date. If you want to read that when it comes out, sign up for my email newsletter here.

The king’s evil

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“‘Tis called the ‘evil:’
A most miraculous work in this good king;
Which often, since my here-remain in England,
I have seen him do.”

For centuries, English and French kings used to claim they had a divine gift. They had the “king’s touch,” which could heal disease on contact.

Mostly, these monarchs specialized in healing one disease — a nasty condition called scrofula. This was a tumor-like lump on the neck, along with ruptured skin there.

Scrofula even became known as the “king’s evil.” If you had the evil, you could push your way towards the king… get touched… and with almost miraculous certainty, be healed. In this way, the “king’s touch” gave the monarchs a special authority and position, separate from the money and power they controlled.

“Yeah yeah,” I hear you saying. “Enough with the history lesson. Tell me how I can make money.”

All right. So continuing with my recent series, here’s a great way to make money, one I first heard from Ben Settle:

Charge premium prices. $97/month for a 16-page print newsletter… $499/month for access to an insiders’ community… $986 for a paperback book.

There are good practical reasons for this premium price strategy. Ben explains it by saying he’d rather have four quarters than 100 pennies.

Sure, both might add up to $1.

But it takes a lot less work to pick up four quarters than a hundred pennies… plus the quarters are likely to have changed hands less often and therefore be cleaner… plus they are easier to carry than a clunky jar full of copper.

So there’s that.

But there’s another, more powerful reason to charge premium prices.

It goes back to the king’s touch… and the king’s evil. Because scrofula rarely resulted in death, and it usually disappeared on its own. That was the explanation for the kings’ divine gift.

And in a similar way, along with a few other things Ben does, premium prices select a special part of your market.

They select the part that was most likely to succeed anyhow. That was most likely to succeed with your guidance… or with somebody else’s guidance… or without guidance at all, just with some extra time.

And just to be clear — I’m not trying to take away anything from the stuff Ben teaches. There are many profitable ideas inside his paid products. Many I’ve personally used and made money from.

But if you take the extra step, like Ben does, to get those ideas into the hands of people who will most likely succeed, sooner or later, one way or another… well, once they do succeed, you can credibly claim to have the divine gift. The king’s touch. A special authority and positioning, separate from your marketing or the quality of products you sell.

But you say you want more scrofulous business and marketing ideas.

Well I’m not surprised. But I am quite sleepy. So if you do want more, sign up to my email newsletter, and I’ll have a new marketing idea ready for you tomorrow.

Burning down the temple

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On July 21, 356 BC, a Greek man by the name of Herostratus set fire to the Temple of Artemis in Ephesus.

The temple, which was one of the 7 Wonders of the Ancient World, burned to the ground.

Herostratus was captured. Under torture, he admitted that he had set fire to the temple in an attempt to immortalize his name. The torturing continued. Herostratus died. And he didn’t just lose his life.

His name. The thing he had cared more for than his own body. It was at risk of oblivion.

Because the rulers of Ephesus passed a “Damnatio memoriae” law. They wanted to erase all memory of Herostratus’s name, and discourage others from following his example. The punishment for breaking the law was death.

But it didn’t work. You can’t keep a good arsonist down.

And so today, 25 centuries later, we still know of Herostratus and what he did. Had he never burned down the temple, he might have lived a more pleasant and natural life. But who would ever know him, or that he had lived?

Yesterday I promised to tell you about a few great ideas I’ve learned from Ben Settle. Well here’s one:

Go inside the temple. Walk up to the altar. And start a fire.

You know, I’m not really being literal when I say that. I’m just telling you to identify the sacred precepts in your industry… turn them upside on their head… and burn them down. A few examples from Ben’s emails:

* Why the customer is always wrong

* If someone asks you about your refund guarantee, don’t waste time answering. Simply delete them from your list

* Insanity is NOT doing the same thing over and over again and expecting different results

Back in the days before I was fully sucked into Ben’s world, it was these kinds of statements that drew me in. Shock, controversy, dissonance.

If you burn down the temple, then like Ben Settle or Herostratus, you will be hated by many people. And you may come into conflict with established authorities. But your name will be known.

Do I hear you crying out?

“Waaah! But I don’t want to be no-no-notorius!”

Sigh. All right. So let me spell it out, in case you’re not ready to burn anything down yet.

The point, as Rich Schefren likes to say, is that different is better than better.

People have a hard time figuring out who’s really good… and who’s just ok good… and who’s not very good at all. But they have an easy time recognizing who’s different.

​​And that’s all you need to get attention. You don’t have to burn the temple down. You just have to be different. You have to be the Australia to somebody’s Bolivia — which might not make sense to you, unless you read my post yesterday.

But wait. If you thought you were off the hook, and that you wouldn’t have to court controversy and infamy… there’s more.

Because there are other reasons to burn the temple down, which go beyond simply getting attention.

Burning down the temple can be at the core of your business.

It can allow you to have long-term success that nobody else is having… regardless of how much cheap attention you or they are getting.

Do you see what I mean yet? You probably do. But I have a few more of these great ideas I got from Ben Settle in mind. And if you like, I might share this particular one in a future email. If you’d like to read then when it comes out, sing up for my newsletter here.