Ben Settle - Email Players 1 - 15 -

Most people obsess over subject lines. Settle argues subject lines are a distraction. The real secret is pre-suasion —what happened in the email yesterday .

: Using a "no coming back" policy and a polarizing tone to repel bad leads and attract loyal "hyper-buyers". Content as Sales Ben Settle - Email Players 1 - 15

Because they are fun to read, people don't mind being sold to. Most people obsess over subject lines

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. no refunds (on digital products)