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Frequently Asked Questions
Settle spends much of #1–15 debunking marketing myths:
Issue #5 is less about writing and more about business structure.
The Lesson: What you refuse to do defines your brand. Settle lists his "Nos": No phone calls, no meetings, no refunds (on digital products), no speaking gigs, no coaching.
He argues that every "No" frees up energy for the "Yes." For the email player, the only "Yes" is writing the daily email and shipping the product. This issue alone has freed thousands of marketers from the trap of "busy work."
When Settle launched Email Players in 2016, the idea of a physical newsletter about digital marketing seemed backwards. But that’s the point. Mailed copies ensure no algorithm, spam folder, or “promotions tab” gets between Settle and his readers. Issues #1–15 were written during what Settle calls his "pure napalm period"—less polished, more provocative, and packed with raw case studies from his own consulting clients.
Each issue is roughly 8–12 pages, single-spaced, with no images, no fluff, and no "10-step lists" that don’t work.
Long before "daily email challenges" became trendy, Settle was hammering home the same point: automation kills personality. Issue #5 features a step-by-step guide to writing a daily email in 12 minutes flat. His argument? Frequency builds habit, habit builds trust, and trust buys without a "launch sequence."
You cannot just read these issues. You must become the email player. Here is a 3-step action plan based on the first 15 issues:
Step 1: The "Purge" (Issue #2 & #5) Go to your email list. Write an email titled: "You probably want to unsubscribe." In the email, insult a common belief your competitors hold. Be specific. Watch your unsubscribes spike. Watch your sales follow.
Step 2: Kill the Autoresponder (Issue #1 & #10) Stop relying on automated "Welcome sequences." Turn them off. Instead, commit to 30 days of daily manual emails. Use current events, grudges, and customer wins as your content.
Step 3: The "No" List (Issue #5) Write down 10 things you will no longer do for clients/customers. Post it publicly. Then, double your prices.
In a brilliant reframe, Settle takes the classic "Ben Franklin decision balance sheet" (pros vs. cons) and weaponizes it for sales. He teaches you to write an email that lists:
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