Client absolutely floored with my infotaining ways

I recently bought Ben Settle’s Infotainment Jackpot book, which, according to him, is his best selling book. 

After going through it once, I had the most fun writing emails that I’ve had in a looooong time. It was worth the investment for the pure joy alone. 

But wait - there’s more:

I’ve also been more conscious of writing infotaining emails for my clients. 

Not only have my clients themselves loved it (I just got off a quick 7-minute call with a client where she said as much… and she also gave me great story fodder for another email as her way of saying thanks), but their bank accounts and their customers have loved it too. 

For example, an email I sent last month following Ben’s unruly infotainment ways, easily cleared double what a typical email normally pulls. 

More:

In the world of TikTok, entertainment is a “must-have,” not a “nice-to-have.” 

Another client is currently under the spell of ultra short emails. And while these work for some aspects (like, say, getting responses from your list), they tend to fall short when actual persuasion is needed. 

Short emails aren’t any more persuasive than a long (but infotaining) email. In fact, they are far LESS persuasive - unless your marketing is really buttoned up and you have a proven, long-form sales page or VSL that pulls the weight of selling so your email doesn’t have to. 

Most of my clients are NOT marketers. 

And so, they see the Guru of the Day beating their chest to the short email drum, and wanna follow suit. 

But in most cases, this is a mistake. Especially because short emails can be a massively effective piece to an overall strategy - but when the strategy starts and stops with “short,” then, well, it won’t be long before your audience starts to tune you out completely. 

And that is a fate worse than unsubscribes, spam complaints, and vitriol from your audience. 

As Jesus Himself said, I want you hot or cold. Not lukewarm. 

That’s the correct approach to take to your email list too. 

Short emails create a lukewarm fanbase. 

But when you entertain them?

Respect them?

Educate them?

And get them to think differently about their problems?

That’s when you have a devout customer for life. 

Hit reply if you wanna see this happen to your own email list. 

John