Most marketers use fake timers and phony “only 5 left” tactics. Settle hates that.
But here’s the thing: Settle isn’t a theorist. He’s a practitioner. And his private newsletter, Email Players , is where he unpacks the raw, unfiltered, often uncomfortable strategies he actually uses.
I recently re-read issues of Email Players . And while most newsletters feel fluffy or recycled, these issues are dense with contrarian gold.
Most marketers are terrified of this. Settle calls that fear “the sound of money being left on the table.” Ben Settle - Email Players 1 - 15
— [Your Name]
How? Write better emails. More specific emails. More entertaining emails.
Don’t avoid competitive markets. Avoid boring marketers. 5. The “Daily Email” Imperative (Issues #10–12) Issues 10 through 12 hammer one point relentlessly: You must email every single day. Most marketers use fake timers and phony “only
Make an “enemies list” of people who would hate your offer. Then write emails specifically to antagonize them.
The ones who act? They build cult-like followings. They sell without “launches.” They wake up to sales from emails written in 8 minutes. Email Players #1–15 is not for beginners who need to learn how to set up Mailchimp.
Why? Because clarity repels as much as it attracts. When you offend the wrong people, you magnetize the right ones. He’s a practitioner
Settle admits he barely tries to “build his list.” No lead magnets. No opt-in funnels. No tripwires.
He argues that in a crowded market, the audience is already conditioned to buy. They just haven’t found someone who speaks to them like a human.
He’s the guy who sells the same book every day. The guy who refuses to “build a list” the way gurus tell you. The guy who openly calls 99% of email marketing “spam.”
Instead, he focuses on one thing : writing emails that people want to forward.
Most marketers tell you to go where it’s easy — small niches, low competition.