Standing out in business often means standing up for your own believes. Ben Settle is an email marketing specialist and self-described “anti-preneur” who has helped hundreds of businesses double their sales with email. He also publishes the prestigious $97.00/month “Email Players” newsletter, hosts ones of the fastest growing business podcasts on iTunes, and writes deranged monster novels just for kicks. More than that, he’s also someone who has learned that doing business like everyone else defies everything that makes him standout as a business expert. Do you want to appeal to everyone or only to those people who are truly going to loyal to your brand because they “get it”?
Anti-preneur is a phrase Ben coined, but it represents marketing to attract people who are truly attracted to your message and not being afraid to veer from the path everyone else follows. In fact, he loves people who are alienated by his approach, as it allows him to work with people he likes doing business with. Trying to serve everyone can be frustrating and demoralizing. He has two goals when writing his email copy. 1. To attract people who can relate to his message and make them come back, wanting more. 2. To be candid, piss everyone else off. Okay, that’s a bit of a crass overstatement, but he really does find that people love his message or hate his message. And many of those that fall into the latter category continue to follow him anywa. Before you shake your head, think about Rush Limbaugh, the most popular radio host of all time and also one of the most hated. How many of those haters tune into every show? More than you can count.
Ben Settle ranks as one of my favorite guests and after hearing him, you’ll understand why. He’s real, he’s honest and he has built a brand that represents both of those aspects. If you want to learn more, visit http://bensettle.com or to follow his podcast show, http://bensettleshow.com. In all honesty, if you don’t subscribe to follow his email list, you are making a huge mistake. It’s free, it’s concise and it is just power packed with great messaging.
