Ben Settle - Email Players 1 - 15 -

He explains the You let people smell the candy (free emails). You let them see the candy. But you do not let them taste the candy unless they pay. This builds desire. He argues that over-delivering free value is the fastest way to go bankrupt. Issue #5: The "No" List Issue #5 is less about writing and more about business structure.

What you refuse to do defines your brand. Settle lists his "Nos": No phone calls, no meetings, no refunds (on digital products), no speaking gigs, no coaching. Ben Settle - Email Players 1 - 15

Funnels are for farmers. Email players don't herd sheep; they lead wolves. He explains the You let people smell the candy (free emails)