Go to your email list. Write an email titled: "You probably want to unsubscribe." In the email, insult a common belief your competitors hold. Be specific. Watch your unsubscribes spike. Watch your sales follow.
The newsletter is designed for what Settle calls "players"—people who are actively implementing the information they learn, not just passively consuming it. Subscribers are expected to be winners, not whiners, and the content is intended for those who are serious about doubling their email-driven sales.
This is where Settle gets controversial. He introduces the concept that you need enemies.
: A major lesson involves taking customer research—even obscure fears or frustrations—and turning them into engaging email themes. The 24 Ways to Make Money
Stop trying to trick people. Use "blind curiosity" or "blunt honesty" to get the click.
The first 15 issues of Email Players act as a masterclass in psychological triggers and unconventional copywriting. The core strategies revealed in this specific run include: 1. The Power of "Infotainment"
In the initial issues of Email Players, Settle establishes that email is not a chore for your subscribers. It is a daily soap opera. If your emails are boring, people will unsubscribe. If your emails provide "infotainment"—a mix of entertainment and hard-hitting psychology—subscribers will look forward to reading them every single day. Key Concepts Taught in Issues 1 to 15