Dennis H. Lewis and a co-host debate Ben Settle's daily email marketing approach. They discuss the shift from pushy TV ads to skeptical internet audiences, and whether you can market authentically without the aggressive frequency Settle uses. The tension: how to promote without sounding like you're selling.
Chapters
Look, when I learned marketing and sales, it was in a direct marketing world. It was in a TV commercial world. There was no Internet when that was starting. So here we are with the generational gap again. And it was basically big corporations projecting their messages onto the populace, and that's what drove people to buy stuff. When the Internet came around, that all changed. And even in America, that has changed a lot. People are very jaded, they're very suspicious. They're very.
On alert for somebody who's trying to take advantage of them or sell them something that isn't real. So I think that the answer to that is to do marketing that isn't pushy, that isn't offensive, that isn't sleazy, but still do marketing. You still need to get your message out there. Just do it in a cool way. Just be authentic and be genuine about what you have to say is there believe. If you believe in what you're trying to sell, what you're trying to tell people that come across.
So let's actually give you a real old example here. So let's take Ben Settle, for example. Guy is very much market the heck out of your email list. Send more than one email a day. Give them. I mean, if you're brilliant at something, you should be able to send your email list at least a daily email with something valuable in it, right? You're an expert at something.
And it's not just value, it's not just the. Because otherwise you would only, you know, only want to listen to Harvard professors. And Ben Settle isn't Harvard professor, but he's just damn good at writing emails. And we could have a lot of discussions on other topics that I probably wouldn't agree at all with Ben Settle, but the fact that he's really good at writing emails and he has a built a really strong relationship with his audience is true. And what he promises, he delivers. And he delivers it in his own unique voice. You can like it or you can hate it, but he's not ashamed of it. And I think that that resonates. And that's kind of what I want to be. Ben Settley in all the ways that Ben Settle is. No, I'm not. I'm Dennis. I'm different than he is. But I know that I've learned things from him. So, hey, you know, to each his own.
Can you market disagreeing with Ben Settle? Can you say, hey, I love selling my products, but I don't want to email my list every day?
Well, I would say that if you're hung up on emailing your list every day. Don't do it. But I don't think there's absolutely anything wrong about emailing your list every day.
