What never to write in an email subject line
Published: Sat, 02/06/21
Mel Martin
Mel was perhaps one of the top 2 or 3 greatest copywriters of the 20th century. He was so good... that the late Marty Edelston (founder of the $100+ million per year Boardroom, Inc.) had him on secret retainer. In other words, people would ask who his copywriter was that was writing all those amazingly profitable ads. But Marty had a deal with Mel that neither of them would reveal who Mel was.
All the top big mailer writers revere the guy.
His ads were pure sizzle (zero steak).
And, he was the best bullets writer who ever lived.
He was, for example, the guy who wrote the famous:
"What never to eat on an airplane" headline.
Interestingly enough, there’s an old video teaching by the great Eugene Schwartz where he talked about Mel Martin’s headlines a bit. And he admitted most people could never figure out how they pulled so well because they usually had no big claims or even benefits.
Gene’s theory:
They had an "implied mechanism."
No big claim.
No big benefit.
No "big" anything whatsoever.
They are just statements that create an itch... a powerful, annoying itch... that MUST be scratched if you custom-fit it to your market. And, thus, perfect email subject line templates, too, which I’ve been doing for years ever since.
Which brings me to the rub:
One of the manuals that comes with Titans of Direct Response product is a compilation of Boardroom's "greatest hits" ads — including several Mel Martin masterpieces, as well as ads from Gary Bencivenga, Clayton Makepeace, Gene Schwartz, Jim Rutz, and all the other direct response copywriting heroes who paved the way for the rest of us.
This product is simply massive.
And it's like getting a PhD in direct response.
More:
If you buy the Titans of Direct Response digital from my affiliate link below by tomorrow Sunday, 2/7 at midnight EST, I’ll send you a free autographed copy of my upcoming book:
“Social Lair”
This book’ll retail at $555.00 after I get done launching it.
And it’s the exact game plan & “plot formula” I used to create a fanatical social media following of what I call “Berserker Customers” that cheerfully obeyed every word I said & practically frothed at the mouth to buy every offer I sold back in my now-infamous elBenbo’s Lair Facebook group. That group was (according to many of its members) the single most rabidly engaged & insanely addictive social media groups in my niche at the time. It reveals the exact buyer & fan psychology that created its admittedly cult-like atmosphere that had people — literally, no exaggeration — begging to be allowed inside and/or pleading to not be kicked out… as well as also revealing the schematic of the exact machinations I used inside to massively drive-up my business’ sales… sell probably hundreds of books & “Email Players” subscriptions… and even help sell out two “standing room only” events people travelled from all around the world to attend without
me hardly even lifting a finger.
More still:
It’s also where I invented my “Email List Laundering” secret.
I have never breathed a single word about this secret to anyone, anywhere, ever.
None of my closest business friends, JV partners, or even my woman knows it yet.
And they won’t know it, unless they read this book.
But, due to reasons I write about inside, and because Troy Broussard & I are currently building our own social media platform just for businesses where lots of people profiting from it will enrich my own coffers… I decided to let the cat out of the bag on what is very likely the single most profitable thing I’ve ever done in the last 20 years for my overall email, sales copy, and other marketing response.
Anyway, the book launches in April.
And if you buy the Titans of Direct Response package from my affiliate link by the deadline, I’ll send you an autographed copy of “Social Lair” shortly before it launches.
The deadline is tomorrow, Sunday 2/7 at midnight EST.
Here’s the link:
https://www.EmailPlayers.com/titans
Ben Settle
P.S. Brian is printing these sets “on demand” — which means a slight delay in getting the swipe files and some of the other content to you. But, he will be giving you instant digital access to the bulk of the videos and audios immediately upon buying.
P.P.S. As another “carrot” to persuade you to check it all out, Brian will also be giving you free access to one of his 2-hour Xcelerator mastermind zoom calls with 200+ other prolific marketers & copywriters — where you can join in on all the hot seats, discussions, and even a Q&A with Yours Reclusive & Brian Kurtz, if’n that suits your righteous fancy. Date/time TBA, but when you buy Titans of Direct Response it’s all part of the deal just for buying from my affiliate link above by the deadline.