15 - Ben Settle - Email Players 1 -

This is where Settle gets controversial. He introduces the concept that you need enemies.

Being polarizing to build deep loyalty.

A personal failure.Each story is bridged seamlessly into a product pitch. 3. Subject Line "Curiosity Loops" The goal of the subject line is strictly to get the click. Use blind curiosity (e.g., "The 'stinky' secret to sales"). Avoid "how-to" headlines that give the value away for free. 4. Training Your Audience Ben Settle - Email Players 1 - 15

: Crafting an initial message that builds "unbreakable trust" and persuades subscribers to buy on the first contact. Micro-Riddles This is where Settle gets controversial