"Stop trying to automate relationships. If you can't sell it in a single email, you shouldn't be selling it at all." Issue #2: The Psychology of "Villain Marketing" This is where Settle gets controversial. He introduces the concept that you need enemies.

He details how he replaced a $25,000 launch with a single email that did $18,000 in 6 hours. The final issue in this collection is a blueprint for quitting social media forever.

Settle provides verbatim examples. The psychological play? It reminds the unsubscribe that you are confident, unbothered, and in charge. A significant percentage of people resubscribe, and some even buy out of guilt. Settle addresses the elephant in the room: Do you talk about politics in business email?