You don't need to be a cult follower of Ben Settle to use this framework. Here is a practical 3-step action plan inspired by the "1 15 New" concept:
This is the operational core. In the Email Players newsletter (often shipped physically on index cards), Settle frequently releases "swipe files." A swipe file is a collection of winning emails.
Historically, Settle has released physical products like the Email Players "Dirty 30" (30 email swipes). However, subscriber whispers suggest that issue #15 of a new series (hence the "New") focuses on "controversy marketing for players."
Settle understands a brutal truth about human nature: Scarcity without a crowd is just exclusion. But scarcity with a visible hierarchy is a race. ben settle email players 1 15 new
By naming 15 players, he achieves three things:
The keyword is cryptic, but let's break it down into three distinct parts:
Set a timer. Using a physical index card, write 15 subject lines. Then, write 15 opening sentences. Then, write 15 P.S.’s. Do not edit. Do not polish. The "New" rule is volume before perfection. You don't need to be a cult follower
You don’t need Ben Settle’s permission to steal this idea. But you do need to understand the mechanism:
That last one is key. A closed door with a crack of light underneath is more motivating than an open door.
1. The "Sales Detector" Settle argues that every prospect has a built-in "sales detector." When a generic, hype-filled marketing email hits their inbox, the detector goes off, and they immediately tune out. The goal of the email copywriter is to write in a way that flies under the radar of this detector. This is achieved by writing conversationational, "you-focused" emails rather than formal corporate broadcasts. Historically, Settle has released physical products like the
2. The "Cool Guy" vs. "Desperate Guy" Frame This is a core behavioral dynamic discussed in this issue:
3. Storytelling as a Sales Trojian Horse The issue reinforces Settle’s signature "Soap Opera" style. By wrapping the sales pitch inside a story (about your life, your dog, a weird observation at a coffee shop), you distract the critical part of the reader's brain. They lower their guard to enjoy the story, and the sales message slips through unnoticed until the "pitch" at the very end.
4. Indifference and Scarcity Settle touches on the concept that people want what they can't have. If your emails project that you are desperate for money, the prospect feels leverage over you. If your emails project that you have a waiting list or that you are willing to "fire" customers, the prospect feels a fear of missing out (FOMO). This issue teaches how to weave that indifference into your tone without being rude.