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.
While popularized by others, Settle’s take on the "show about nothing" style of emailing is masterfully covered in the 1-15 sequence. He demonstrates how to keep readers hooked on your personality so that the "sell" feels like a natural part of the conversation rather than an intrusion. Why the 1 - 15 Sequence is a Game Changer Ben Settle - Email Players 1 - 15
When someone unsubscribes, do not just say "Goodbye." You send them a "boomerang" email after they leave. This email is short, funny, and offers a link to resubscribe because "you clearly need a B12 shot." He explains the You let people smell the candy (free emails)
A recurring theme in these early lessons is the "Anti-Follower" strategy. Settle encourages you to write in a way that repels "looky-loos" and attracts high-quality buyers. By being your authentic (and sometimes cranky) self, you build a cult-like following that buys everything you put out. 4. The "Seinfeld" Sequence (Refined) This builds desire
: Moving away from the "guru" advice of "providing value" through long, educational lessons, which Settle argues can actually kill sales. Instead, he teaches how to use stories to bond with subscribers and build trust instantly. Psychological Triggers
This is a fan-favorite advanced tactic.