The book teaches that "good marketing equals a little trolling". The goal is to use personality-driven, often provocative copy to separate "true fans" from people who will never buy from you.
: Settle emphasizes doing your "trolling" on your own controlled platforms (like an email list or private blog) rather than public social media, where you risk giving a troll access to your audience. Key Rules and Strategies Ben Settle Copy Troll pdf
19 jagged bits of advice for raw & wriggling marketing newbies The book teaches that "good marketing equals a
: Never engage one-on-one with a troll unless they have a larger audience than you. Even then, engage through your own media platform to profit from the interaction. Key Rules and Strategies 19 jagged bits of
: Settle discusses building a "cult-like" following (which he previously did with his "elBenbo’s Lair" Facebook group) by using social media to make people "frothing-at-the-mouth" to buy. Availability and Format
: Settle warns against blindly copying (swiping) his specific "trolling" phrases. The copy must be an extension of your own personality and business philosophy to work effectively.