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Fonzie and the Email Maniac

Ben Settle is an email writing maniac. It’s insane how he writes attention grabbing emails almost every day.

If you’re not subscribed to his list, you should be. Go over to his main blog site and you can see many copies of his emails. You can also subscribe to his list on the right side of the page.

No. That is not an affiliate link…just a link over to him because I feel you’ll get a ton of value just reading through the emails he has written (the link below is the one that was on the email I copied – not an affiliate link either).

I received permission from Ben to include a copy of one of his emails to comment on here (you can see many more on his blog page above as he appears to simply post his full emails as those blog posts also). This is simply a good representation of what I see coming into my inbox daily from him.

———————————–
Subject: Fonzie Rumbles With The Gurus
From: Ben Settle

Terry,

Holy Shnike!

Yesterday’s bit about money-flashing goo-roos touched a nerve.

It also prompted the following question, too:

“Ben, how can you tell if someone’s legit besides the publicly
counting money thing? I have started noticing that sometimes the
better the marketing is the worst the product is. Any other tips?”

Well, I have a theory about this.

It’s a bit on the weird side (actually, more like the “retro” side).

But I have found it to be true 9 out of 10 times.

Ready?

OK, well, it’s kinda like Fonzie from “Happy Days.”

The Fonz didn’t have to go around telling people he was cool. He
didn’t have to pick fights with people to show he was a tough guy.
And he didn’t have to brag about being with a million chicks
because, frankly, he always walked into Arnold’s with a hotty in
each arm.

In other words, he didn’t have to SAY he was cool.

People just KNEW it.

Just like everyone knew Potsy was a dork.

Or that Ralph Mouth was a jackass.

Or that Richie Cunningham was a square.

And whether it was because of his reputation, his actions or the
“air” about him — when people said Fonzie was cool, there was no
argument.

Same goes with the goo-roos today.

The good ones don’t have to tell you how cool they are.

You just KNOW it.

Because if there’s any doubt their products will do what they
claim, they won’t just tell you how wonderful their stuff is…
they’ll PROVE it to you.

And not by flapping their gums, either.

But by demonstrating it to you via their knowledge, reputation, the
company they keep and, yes, a solid sales pitch that’s not packed
full of fluff, lies or exclamation marks.

Anyway, my point is, all you gotta do is observe.

It’s the best way to tell between the Fonzies and the wannabes.

Ben Settle

P.S. Want to be “cool” with your sales and marketing? Then do what
the Fonz would do — grab your black leather jacket, hop on your
Harley, and speed on over to:

http://www.CrackerjackSelling.com
——————————————

First of all, notice his subject line isn’t “normal.” And it’s tough to ignore. There is no benefit except a slight implied one on the “Rumbles with the Gurus.” Notice that the subject line wouldn’t have been as strong if it was just Fonzie because then it wouldn’t hook to our subject.

The main goal you can see him hitting here is CURIOSITY. What in the world is Ben going to say this time?

The goal of the subject line is simply to get people to open the email. That is all it has to do. It doesn’t have to make any sale other than to open the email. How can I ignore this “weirdness.” I’d be curious about it for hours afterwards.

From line is Ben Settle. It’s not a company. It’s a person – Ben – emailing you personally.

Notice how Ben creates new spellings for his words: “goo-roos.” He is working on an emotional feeling to the word and separating himself from 99% of the emails you’ll get today. You can tell Ben is different from the norm. He stands out.

Also take a look at the normal length of Ben’s paragraphs. Very short paragraphs…very quick moving sentences.

Pay attention to this paragraph:
“But by demonstrating it to you via their knowledge, reputation, the
company they keep and, yes, a solid sales pitch that’s not packed
full of fluff, lies or exclamation marks.”

He tells you that all the untrustworthy gurus pack their salescopy with fluff, lies, and exclamation marks. This is providing him with MUCH MORE credibility. Obviously, even though he never comes out an says it, he is one of those who demonstrate knowledge, reputation, and the company he keeps. In fact, it’s better because he doesn’t say it. He demonstrates it instead.

Have you noticed how it is all done in a story type format as well?

You’ll find that as a quality in most of the top performing emails from any expert you’re following.

I don’t know how well this specific email has pulled from Ben, but it is a good overall example of his style in my opinion. The biggest issues if you’re starting off with email writing to take away are:

1. The personal feel and style to it.
2. The emphasis on curiosity and getting you to open the email in a crowded email box.
3. His story and how he leads it into clicking his link at the end.

What else can you pull out of his email?

Written by Terry · Filed Under All 

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Comments

3 Responses to “Fonzie and the Email Maniac”

  1. Tal Fighel on August 17th, 2009 11:06 am

    Terry,

    Thank you so much for posting his link and a sample of his email. I looked at some of his emails and they are all amazing. I am going to see what I can do to have more and more of my subscribers OPEN up my emails.

    I have also subscribed to Ben’s email newsletter so this should be very interesting.

    This is AWESOME. Thanks Terry.

    Tal

  2. Sandy Barris on August 18th, 2009 2:54 pm

    Terry,

    Great post and analysis of Ben’s great work.

    Now I gotta tell you. I get upset when I’m out of town and miss one of Mr. Settles emails. He always has a great stroy to tell in an easy to read way and makes an important point.

    Thanks for all your ideas why Ben’s emails works so well.
    I knew there was a method to his madness but could never really but my finger on it.

    Sandy Barris

  3. Marya Miller on August 19th, 2009 9:38 am

    I never miss one of Ben’s emails. I’m always smiling by the time I’ve opened one. I know I’m going to be amused, entertained and educated – and he never wastes your time.

    Besides, it’s just so darn refreshing to get an email from a Real Person with something interesting to say – one who will fire a comment personally back to you, on the spot, if you answer it. None of this “don’t reply to this email, it is not monitored” or “submit a support ticket through this incredibly complex system with a password you don’t remember, because my time is too valuable for you mere mortals who I’m bombarding with emails, but if you’re very lucky and don’t give up on the fifth try swearing with frustration, my assistant will get back to you in 3 weeks to tell you that we cannot personally comment on your comment because you’re not important enough” nonsense.

    Ben really does stand out from the herd.

    And so do you, Terry, for writing this great post.

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