Though technology, algorithms, and email service providers have evolved significantly since Ben Settle penned the first 15 issues of Email Players , the core text remains completely future-proof.
Settle highlights the P.S. as some of the most valuable real estate in any email. Issue 7 breaks down various ways to use the P.S. to inject urgency, restate the offer, introduce a secondary deadline, or drop a final curiosity hook. Issue 8: Writing to One Person
For many, this is the entry point. Ben often gives away the on his website when you opt-in to his list. This issue likely establishes his core philosophy: email marketing is not about blasting out coupons but about creating a dialogue and building a relationship.
Issue 2 focuses entirely on the gatekeeper of the inbox: the subject line. Settle breaks down his philosophy of curiosity-driven subject lines over benefit-driven ones. He introduces the concept of the "blind headline," which forces the reader to open the email just to satisfy their curiosity. Issue 3: The Art of the Story-Driven Pitch Ben Settle - Email Players 1 - 15
The 15-Minute Sales Letter Formula - Copywriting - Ben Settle
Most issues of "Email Players" avoid technical jargon, but #3 is the technical exception.
He argues that funnels commoditize you. When you use a standard funnel, you train prospects to expect cheap PDFs and $7 trials. Instead, Settle advocates for the —selling directly from daily emails with no automated sequence between the prospect and the buy button. Issue 7 breaks down various ways to use the P
If you want to apply these foundational email strategies to your business, let me know: What are you currently in? What product or service are you trying to sell? How often do you currently email your list?
In the initial issues of Email Players, Settle establishes that email is not a chore for your subscribers. It is a daily soap opera. If your emails are boring, people will unsubscribe. If your emails provide "infotainment"—a mix of entertainment and hard-hitting psychology—subscribers will look forward to reading them every single day. Key Concepts Taught in Issues 1 to 15
: Combining valuable information with entertainment so that your "product plugs" feel like a natural part of the story. The "Villain" Persona Ben often gives away the on his website
A major shift Settle advocates is moving away from "salesy" language and instead talking about the pain caused by the problem your reader wants to solve. Issues 6 through 10 likely focused on:
Most marketing courses teach you how to fit in. Settle teaches you how to stand out by being so distinct that people cannot ignore you.
I can provide a tailored strategy based on these classic copywriting principles. Share public link
Ben Settle's Email Players issues 1–15 laid the groundwork for a copywriting revolution. By turning email marketing from a chore into an entertainment channel, these early newsletters provided a blueprint for independent business owners to build highly profitable, fiercely loyal digital communities.
No review of Email Players 1-15 is honest without criticism.