“Professionally Produced Podcasting That Outranks The Competition”

One of the things I taught the Ben Settle announcer chick while hacking away at your sales letter with reckless abandon was the “genie secret.”

What’s the genie secret?

Well, let’s put it this way:

Back in the golden age of direct response (B.I.E. i.e. before the Internet era) the old school marketers used to do things quite differently than most of today’s whipper-snappers online do when writing their ads.

For one thing, they used to create their ads first.

Then, the product.

There was one guy in particular (can’t remember his name) who used to write an ad, run it in newspapers, then, if it got lots of sales he would scramble to create a product to fulfill all the claims and promises in his ad (I believe that’s illegal these days, btw, so don’t try that at home…) Basically, guys like that would (and some still do, although they don’t try to pre-sell with those ads) pretend they had unlimited, genie-like powers to grant their market anything, write an ad selling it, then create a product that includes as many of those claims as possible, then adjust the copy for the stuff they couldn’t fulfill on.

Thus, I call it the genie secret.

You can call it whatever you want.

(I recently did this for the work at home market, we haven’t tested it yet though).


This tactic also can be used to create what is one of the hardest parts of a sales letter for a lot of people, too — the all-important opening paragraph.

But worry ye not.

elBenbo has your back.

Because, in today’s Ben Settle Show podcast (part 3 of a 4 part series ripping my show’s announcer babe a new ad hole on the air) I show you this tip, how to use it, and, how to have peace the rest of your life (maybe).

Here’s where to download/listen to it:


Ben Settle

P.S. During this 4-part series you’ll have a chance to get my re-released “Copy Slacker” product at a huge discount. Make sure you listen carefully if you want to get your greedy, sweaty little hands on it for $200 off.

Ben Settle

Ben Settle is a self described “anti professional” and the world leader in email copywriting education. He shamelessly makes a living writing a quick email each morning and then goofs off the rest of the day. Kinda like a bum, but who gets paid…

Ben Settle Show

BenSettle.com Blog

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