How to tweak infotainment for the normies who are in no mood to joke around

An Email Players subscriber asked: (Not sure he wants me naming him, so keeping name and details anon) === Hi Ben, I've a question about a work I am doing for a client. They sell ____ to banks and other companies. Right now we are trying to get people from a old newsletter to a new one. And I am following your advice to write them an email a day (using infotainment) offering an valuable incentive in exchange for their consent to be on the new list. In the first days we were getting no much clicks (5-6 per day). Yesterday my client said: "I will try to write a super direct email as we are used to, and let's see if something changes”. He wrote the typical direct pitch promoting directly the incentive and then transitioning to the CTA. Result? 25 clicks. I don't know if I am doing something wrong, or if the story-based emails doesn't work so well in his niche, and if I should try to keep writing more short and direct emails the next days. If you can help in any way, I will appreciate. === My answer: You have to look at the situation for what it is and get in the prospect’s head. Do they want to be entertained… or do they have a problem needing solve right away and you can just be direct? I think the question answers itself. Infotainment is good, but sometimes a direct pitch works better. In this case, I’d make a list of ALL the fears and horrible fates that can happen to a company that doesn’t use ____ and write an email around each one. It seems like a serious topic, so trying to be entertaining in a funny way does not really make sense. So instead you can do infotainment by writing stories (i.e., natural infotainment) showing real life examples of the evil and horrors that can potentially plague companies like banks that don’t have the right to kind of ____, and how to tell if they are using the right kind at all, and if not why your offer can help is the way I’d approach it. Every day. For weeks, months, and years, relentlessly. It’s all about them, first, that’s what dictates the approach. This is what all the grifters pretending to be infotainment experts miss. Because they don’t think about it any deeper than “lol.” The market dictates the approach you use. i.e., do market-first emails, not marketing-first emails. This goes for all markets, lists, etc. But it is especially vital with infotainment. All right, on to the business: The July Email Players issue is not only all about infotainment, but it also teaches what I believe is a unique “spin” on how to do infotainment I’ve been using for years I have not seen anyone else talk about much less teach (inspired by some brilliant Method actors)… that also can be used as a way to sell using infotainment to “serious” markets/leads/customers. Dramatically profitable info indeed. And only people who read the July Email Players issue will possess it. The deadline to subscribe in time is in a couple days. If you want in I don’t suggest procrastinating like the normies do. Here’s the link: []( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2024 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA