Settle posits that the death of a business lies in the "bland middle." He attacks the corporate obsession with "brand safety" and being liked by everyone. In these pages, he introduces the idea that if you are not offending someone, you are not interesting to anyone.
: Settle advocates for emails that can be written in as little as 10 minutes. The "Tractor Beam" Effect Ben Settle - Email Players 1 - 15
"The entertainer is someone who uses humor and entertainment to engage their audience," Ben said. "Their emails are often fun and lighthearted, and they're using humor to build rapport and connection. They're making their subscribers laugh and smile." Settle posits that the death of a business
Most people obsess over subject lines. Settle argues subject lines are a distraction. The real secret is pre-suasion —what happened in the email yesterday . The "Tractor Beam" Effect "The entertainer is someone