Ben Settle… in his own words is… “a long-time Matt Furey fanboy.”
Even though Ben is a super successful copywriter and marketer, he continually plugs the living shi-ite out of me to his fan base.
He continually tells his readers and listeners that he will NEVER stop telling people to get my newsletter and CDs on email copywriting. He even refers to me as “the grandmaster of email copywriting.”
A few years back, Ben sent me one of his books. ‘Twas on the subject of InfoTainment, a word I coined back in 2003, at my first seminar. Ben says he coined this word, too, and although many of my other fanboys think I should be pissed off about this, I am fine with it, and for reasons I, myself, am unable to figure out. Perhaps it is some type of energetic connection from another dimension.
Anyhoo, when I got Ben’s book, I was packing for a trip to China, so I put the copy in my suitcase and carted it overseas.
Before doing so, I opened the book and noted that Ben literally dedicated the book to ME.
I was shocked, surprised and probably a little embarrassed. If you’re as introverted as I have been (not so much now), you may relate.
Ben not only thanked me in his own handwriting, he also autographed the book. That part was for me to see.
Then, on that same page, he wrote the following for ALL to see:
“Dedicated to the great Matt Furey – who I’ve learned much from about this subject, and without whose teachings I’d probably be toiling away licking corporate boots for a living…”
After reading this dedication, I remember quickly leafing through the book. I saw my name mentioned numerous times throughout the text, giving me credit and kudos galore.
At this point in my life, I had an internal battle going on with this level of praise.
While I appreciated the praise and recognition, I didn’t want it to go to my head. And that is my only reasonable explanation for carting the book back to the U.S. after my trip, without having read another word of it.
Upon my arrival back in the states, Ben’s book went into a big stack of “I’ll get to that later” materials. I wanted to get back to it, but never made the time.
A couple weeks ago, when I was rummaging through the house, I saw Ben’s book again and thought, “Oh yeah. It’s time to take the time to read this.”
Six days ago I turned 60 years of age, and the day after my birthday I flew to Montana for some training and sightseeing. I decided to give Ben Settle’s book another tour. I packed it in my backpack with full intention of reading it, even though I RARELY read anything on marketing, copywriting, and the like. This may come as a shock to you, yet it is true.
I don’t openly detest most people in the marketing whirld, but privately, let me just say, it is rare that I don’t.
Anyway, back to Ben Settle and my internal battle.
Whilst on board the plane, I pulled InfoTainment Jackpot out. I re-read the hand-written note and the dedication. Damn, what a guy.
It took a lot of character to do what Ben did. He didn’t have to give me a lick of credit, yet he did. BIG TIME.
After pinching myself to make sure what I was reading wasn’t a dream, I began with Act One.
It was a THRILLER. Loaded to the freakin gills.
Since arriving in Montana, although I am busy creating a new course, I’ve been reading InfoTainment Jackpot late at night in my hotel room (I’m not a member of the 5 AM Club), and it is fabulous. I definitely see my influence on Ben’s thinking and his writing.
But there’s more.
Ben has done something truly great. He has taken the time to categorize almost everything that he and I do in our approach and style of writing.
Keep in mind the following: Ben’s style is not my style and mine is not his – but the concepts are the same.
And I, the so-called “grandmaster of email copywriting,” am learning a TON from InfoTainment Jackpot.
I am currently NOT a subscriber to Ben’s monthly newsletter.
NOTE: I only willingly subscribe to a couple newsletters, and one of them was a “thank you” to the man who sent me a big box of his books, newsletters, postcards, t-shirts and wrist bands a few months ago. After getting the big box, this man continued to send me his monthly newsletter and postcards and I got so much value from them that I felt compelled to pay him. Even though he was probably going to send his newsletters to me gratis, forever (he and Ben both subscribe to my Zen Mastery newsletter), I felt I MUST pay him for what he was “giving” me. I will tell you about this man in a future email.
But for NOW, I am openly declaring that I WILL be subscribing to Ben’s newsletter – BenSettle.com
Much thanks, appreciation and gratitude to Ben, for putting together such a great book, and for giving me more recognition than I could previously handle without it going to my head.