And I found it quite profitable, too.

Here’s what happened:

Last year, I had read a book by Brian Timoney about Method Acting (he’s one of the best in the world at teaching Method, having even helped gotten actors into Hollywood movies, etc). And I wanted to use some of his ways to help me get better at being more in “touch” with my list, market, and even my enemies… so I could better know them, serve them, or (in the latter’s case) exploit them.

So here is what I did:

* I created a fake character/persona who is, in many ways, the exact opposite of me

* In this case, the character was a Latina (partly based on Stefania’s mom, not in personality, but in speaking tics and accent)

* This character I created is also a commie who’s obsessed with POC (people of color)

* Everything with this chick is “POC this” and “POC that”

* Far as she is concerned there are not enough POCs in Hollywood, in the world, and it’s obvious she has nothing but contempt for white people

* To her everyone who is white is a fascist and a racist

* So to her, the cure of this is America needs more POC, and diversity, with even the most inanely created movie & TV characters who are POC celebrated, and with even the most celebrated movie directors & movies like Peter Jackson’s Lord of the Rings trilogy being paragons of white supremacy, and chock-full of identity politics

* And so on, and so forth

Anyway, so what I did was this:

I went on a movie forum, as this character I created (not as Ben Settle, but as this character, with her own screen name, back story, etc), looked for the people on the site who are on Ben Settle’s “side” in politics, culture, and movie preferences, etc, and then… started picking fights with them.

Yes, I fought tooth & nail against my own ideological counterparts.

For instance:

I talked about how great Naru was in the latest Predator movie (Prey — which I hadn’t even seen, but in my mind I had) and how she was the greatest action movie star ever. Or how Sophia Nomvete (as the dwarf queen in Rings of Power — again, I had never even seen it, but in my head I had) was going to be the greatest actor in all the Lord of the Rings movies. And how She-Hulk was going to be the greatest TV show ever because it was finally featuring a POC (rationalizing that She-Hulk being green made her POC… I didn’t say any of this made sense).

And it was amusing at first.

But then something very startling happened:

I started to almost believe my own bull shyt!

I kid you not.

After doing this for just a few days I started spinning complete fantasies into facts that didn’t exist completely in service of this character I had created, because that is the only way a person like her could legitimately exist and not end up in the insane asylum.

Otherwise the cognitive dissonance would drive her insane.

Eventually, I was called out for just trolling and people caught on.

Specifically, when I said Warner Bros should recast Joaquin Phoenix’s Arthur Fleck character in Joker 2 with a POC actor like Jaleel White (the character who played Erkel in Family Matters). I guess at that point it was so silly even the low IQ commies (most of the people on the site) knew I was full of it and just trolling them.

Which, interestingly enough, disappointed me.

Because I’d become quite fond of the character I played — despite her bat shyt opinions.

But here’s the thing to realize:

Stefania will tell you — she often sat next to me as I fooled around doing this in bed at night, on my laptop — I was having more fun being this fake character than being myself. I even started kinda talking like her, sympathizing with her ridiculous views and opinions and, in some ways… started becoming her.

Not in a “time to cut my balls off, and mainline estrogen” kind of way.

Although that probably would have scored me some sweet corporate endorsements.

But along the lines of Leonard Nimoy, when he talked about the years he played Spock in Star Trek. Five days a week he played that character, and the entire week he took on Spock’s personality at home, off set, including on weekends. And it wasn’t until Sunday night when he finally went back to being just Leonard, only to have to go back on set and do it all over again the next day.

He’d “become” that character, more than he was himself.

And that’s how it was with this short experiment I did with method acting.

Anyway, doing this was pure fun.

And it was also enormously useful for my email and infotainment skills.

The point?

The way I see it, if you want to be great — not just good — at entertainment, you have to literally become an entertainer.

And who better to learn from than great actors?

And, ideally, than doing what great actors do?

Learn and then apply to your emails for more sales, engagement, fun.

Next:

www.EmailPlayers.com

Ben Settle

BEN SETTLE

  • Email Markauteur
  • Book & Tabloid Newsletter Publisher
  • Pulp Novelist
  • Software & Newspaper Investor
  • Client-less Copywriter

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WHAT OTHERS ARE SAYING

Even when you’re simply just selling stuff, your emails are, in effect, brilliant content for marketers who want to see how to make sales copy incapable of being ignored by their core market. You are a master of this rare skill, Ben, and I tip my hat in respect.

Gary Bencivenga

(Universally acknowledged as the world’s greatest living copywriter)

www.MarketingBullets.com

Ben is one of the sharpest marketing minds on the planet, and he runs his membership “Email Players” better than just about any other I’ve seen. I highly recommend it.

Perry Marshall

Author of 8 books whose Google book laid the foundations for the $100 billion Pay Per Click industry, whose prestigious 80/20 work has been used by NASA’s Jet Propulsion Labs, and whose historic reinvention of the Pareto Principle is published in Harvard Business Review.

www.PerryMarshall.com

I think Ben is the light heavyweight champion of email copywriting. I ass-lo think we’d make Mayweather money in a unification title bout!

Matt Furey

www.MattFurey.com

Zen Master Of The Internet®

President of The Psycho-Cybernetics Foundation

Just want you to know I get great advice and at least one chuckle… or a slap on the forehead “duh”… every time I read your emails!

Carline Anglade-Cole

AWAI’s Copywriter of the Year Award winner and A-list copywriter who has written for Oprah and continually writes control packages for the world’s most prestigious (and competitive) alternative health direct marketing companies

www.CarlineCole.com

I’ve been reading your stuff for about a month. I love it. You are saying, in very arresting ways, things I’ve been trying to teach marketers and copywriters for 30 years. Keep up the good work!

Mark Ford

aka Michael Masterson

Cofounder of AWAI

www.AwaiOnline.com

The business is so big now. Prob 4x the revenue since when we first met… and had you in! Claim credit, as it did correlate!

Joseph Schriefer

(Copy Chief at Agora Financial)

www.AgoraFinancial.com

I wake up to READ YOUR WORDS. I learn from you and study exactly how you combine words + feelings together. Like no other. YOU go DEEP and HARD.”

Lori Haller

(“A-List” designer who has worked on control sales letters and other projects for Oprah Winfrey, Gary Bencivenga, Clayton Makepeace, Jim Rutz, and more.

www.ShadowOakStudio.com

I love your emails. Your e-mail style is stunningly effective.

Bob Bly

The man McGrawHill calls

America’s top copywriter

and bestselling author of over 75 books

www.Bly.com

Ben might be a freaking genius. Just one insight he shared at the last Oceans 4 mastermind I can guarantee you will end up netting me at least an extra $100k in the next year.

Daegan Smith

www.Maximum-Leverage.com

Ben Settle is a great contemporary source of copywriting wisdom. I’ve been a big admirer of Ben’s writing for a long time, and he’s the only copywriter I’ve ever hired and been satisfied with

Ken McCarthy

One of the “founding fathers”

of Internet marketing

www.KenMcCarthy.com

I start my day with reading from the Holy Bible and Ben Settle’s email, not necessarily in that order.

Richard Armstrong

A List direct mail copywriter

whose clients have included

Rodale, Boardroom, Reader’s Digest,

Men’s Health, Newsweek,

Prevention Health Magazine, the ASCPA

and, even, The Limbaugh Letter.

www.FreeSampleBook.com

Of all the people I follow there’s so much stuff that comes into my inbox from various copywriters and direct marketers and creatives, your stuff is about as good as it gets.

Brian Kurtz

Former Executive VP of Boardroom Inc. Named Marketer of the Year by Target Marketing magazine

www.BrianKurtz.me

The f’in’ hottest email copywriter on the web now.

David Garfinkel

The World’s Greatest Copywriting Coach

www.FastEffectiveCopy.com

Ben Settle is my email marketing mentor.

Tom Woods

Senior fellow of the Mises Institute, New York Times Bestselling Author, Prominent libertarian historian & author, and host of one of the longest running and most popular libertarian podcasts on the planet

www.TomWoods.com

I’ve read your stuff and you have some of the best hooks. You really know how to work the hook and the angles.

Brian Clark

www.CopyBlogger.com

Ben writes some of the most compelling subject lines I’ve ever seen, and implements a very unique style in his blog. Honestly, I can’t help but look when I get an email, or see a new post from him in my Google Reader.

Dr. Glenn Livingston

www.GlennLivingston.com

There are very, very few copywriters whose copy I not only read but save so I can study it… and Ben is on that short list. In fact, he’s so good… he kinda pisses me off. But don’t tell him I said that. 😉

Ray Edwards

Direct Response Copywriter

www.RayEdwards.com

You’re damn brilliant, dude…I really DO admire your work, my friend!

Brian Keith Voiles

A-list copywriter who has written winning ads for prestigious clients such as Jay Abraham, Ted Nicholas, Dr. Stephen R. Covey, Robert Allen, and Gary Halbert.

www.AdvertisingMagicCopywriting.com

We finally got to meet in person and you delivered a killer talk. Your emails are one of the very few I read and study. And your laid back style.. is just perfect!

Ryan Lee

Best-selling Author

“Entrepreneur” Magazine columnist

www.RyanLee.com

There’s been a recent flood of copy writing “gurus” lately and I only trust ONE! And that’s @BenSettle

Bryan Sharpe

AKA Hotep Jesus

www.BooksByBryan.com

www.HotepNation.com

I’m so busy but there’s some guys like Ben Settle w/incredible daily emails that I always read.

Russell Brunson

World class Internet marketer, author, and speaker

www.RussellBrunson.com

Type in your primary email address below to open Ben's daily email tips and a free digital copy of his prestigious Email Players newsletter.

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