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Ben Settle has been selling online since 2002. He runs a physical print newsletter called Email Players, prices some of his books above a thousand dollars, and has a sales page that actively tries to talk you out of buying. Dominik sat down with him to find out why any of that works.
What came out of the conversation surprised me. Ben's whole approach to email is built around one idea: proximity. The more often you show up in someone's inbox, the more they trust you, the more they remember you, and eventually, the more they buy from you. He's been sending daily emails for years and makes no apologies for it. His argument against mailing twice a month is hard to argue with: if people don't remember who you are, they hit spam. And at that point, you've done it to yourself.
He also talks through something most course creators never consider: the difference between a buyer and a customer. A buyer purchases once. A customer makes a habit of buying from you. His whole business is built around creating the second kind, which is partly why his sales page tells unqualified people to leave.
There's also a genuinely interesting section on where he thinks the AI wave is heading, and why he thinks right now is actually the moment to double down on relationships rather than automation.
If you're emailing your list twice a month and wondering why sales feel inconsistent, this one is worth your time.
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