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.

The very first issue opens with a firecracker: "You want people to unsubscribe." Settle argues that trying to keep everyone on your list dilutes your message. He teaches the "Pre-emptive Unsubscribe"—putting controversial statements in your subject line to scare off time-wasters. The lesson: A smaller, rabid list of buyers is worth 10,000 tire-kickers.

The lesson here is psychological: People do not buy from faceless corporations; they buy from people they feel they know intimately. By risking alienation, the Email Player creates a cult-like following. Issues 1–15 teach that a small, rabid list is infinitely more valuable than a massive, apathetic one.