Ben Settle Email Players 1 15 New Better

Write-Up: Email Players Vol. 1, Issue 15

Primary Theme: The "Anti-Marketing" Psychology & Overcoming Sales Resistance

In Issue #15, Settle focuses heavily on the psychology of why people buy and, more specifically, why they don't buy. The issue deconstructs the natural skepticism of prospects and offers a framework for writing emails that bypass the "sales filter." ben settle email players 1 15 new

Tactical blueprint for emails 1–15 (practical sequence)

1. Outrageous opening — a bold statement that separates curiosity from indifference.
2. Short story with a lesson and a soft hint of what you sell.
3. Counterintuitive tip that corrects a common myth in your niche.
4. Social proof or a micro-case study—real, compact, relatable.
5. Transparent origin story: why you do this.
6. Quick-win tactic the reader can implement today.
7. Behind-the-scenes: how you prepare, think, or fail.
8. Scarcity or deadline-driven angle (ethical urgency).
9. Direct pitch with a clear, small commitment offer.
10. Subscriber spotlight or genuine testimonial.
11. Controversial take that prompts reply/engagement.
12. Value-dense “how-to” with step-by-step micro-action.
13. Mid-funnel education: deep dive on one feature/benefit.
14. Risk-reversal offer or guarantee.
15. Reframe + restatement: summarize the journey and next steps.

Use short subject lines (3–6 words), and keep body copy scannable: one to three short paragraphs or a handful of ultra-short bullets. Write-Up: Email Players Vol

The Settle Signature Move: Antagonistic Generosity

Here’s where it gets interesting. Ben doesn’t write “join now to claim your spot.” He’d likely write something closer to: Outrageous opening — a bold statement that separates

“Players 1–15 are already in. They’ve got the blueprint. The rest of you? You can either watch them win, or you can email me why you should be Player 1 in the NEXT round. Spoiler: Most of you won’t. And that’s fine. More for them.”

That’s not a call to action. That’s a challenge wrapped in an insult. And it works because his audience self-selects for people who respond to being told they can’t do something.

1. "Players"

In Settle’s lexicon, "players" are not gamers. They are direct response players—entrepreneurs, copywriters, and hustlers who play the "real money game" of email marketing. A "Player" is someone who owns a list, knows how to sell via text, and doesn't blame the algorithm when sales drop. If you are reading this, you are likely a Player.