The collection is a compilation of these original monthly issues. Think of it as the Origin Story volume. Before the advanced tactics, before the "Settleism" catchphrases, there were these 15 raw manifestos.
This issue is a cult favorite. Settle details a specific psychological trigger: The "You’re Probably Too Smart For This" Close. Instead of hyping a product, you down-sell your intelligence. Example: "Look, 90% of you will delete this because you think you know it all. That’s fine. But for the 10% who realize they’ve been doing this backward… click here." Issue #7 provides three templates of this close applied to physical products, software, and consulting. Ben Settle - Email Players 1 - 15
Refund requests kill momentum. In this issue, Settle reveals his "Stupid Tax" strategy. When someone asks for a refund, he gives it instantly—no questions asked—and then adds a P.S.: "Since you didn't get value, I'm going to assume you made an honest mistake. But to protect my tribe, I'm putting you on a 'do not sell' list. You won't be able to buy from me ever again." Result? People panic and withdraw the refund request. Why? Because being banned from a valuable resource hurts more than losing $97. The collection is a compilation of these original
Settle is the godfather of the daily email. Lessons 1 through 15 hammer home the psychological benefits of showing up every day. It builds trust, stays top-of-mind, and—most importantly—gives you more "at-bats" to make a sale. 2. The Power of "Edutainment" Stories This issue is a cult favorite