Settle touches on the concept that people want what they can't have. If your emails project that you are desperate for money, the prospect feels leverage over you. If your emails project that you have a waiting list or that you are willing to "fire" customers, the prospect feels a fear of missing out (FOMO). This issue teaches how to weave that indifference into your tone without being rude.
In Issue #15, Settle focuses heavily on the psychology of why people buy and, more specifically, why they don't buy. The issue deconstructs the natural skepticism of prospects and offers a framework for writing emails that bypass the "sales filter." ben settle email players 1 15 new