Ben Settle - Email Players 1 - 15 May 2026

He argues that funnels commoditize you. When you use a standard funnel, you train prospects to expect cheap PDFs and $7 trials. Instead, Settle advocates for the —selling directly from daily emails with no automated sequence between the prospect and the buy button.

When someone unsubscribes, do not just say "Goodbye." You send them a "boomerang" email after they leave. This email is short, funny, and offers a link to resubscribe because "you clearly need a B12 shot." Ben Settle - Email Players 1 - 15

"Stop trying to automate relationships. If you can't sell it in a single email, you shouldn't be selling it at all." Issue #2: The Psychology of "Villain Marketing" This is where Settle gets controversial. He introduces the concept that you need enemies. He argues that funnels commoditize you