The Passion of the write

A true story for your pondering: Nearly 10 years ago I was watching a series on NetFlix about various Hollywood directors. I don’t recall the name of the series. And I don’t think it is even on there anymore, although it might be. But one of the interviews was with Mel Gibson. i.e., the guy who’s directed multiple blockbusters. Like Braveheart, Apocalypto, The Passion of the Christ, Hacksaw Ridge, etc. Mel is 1 of maybe 3 Hollywood directors I’d pay to have a conversation with. He’s also had a huge influence on my writing — both emails and fiction. And I remember watching this particular episode multiple times where he talked about the “3 e’s” of making great movies that make a lot of money and that people love watching, and that stick in the minds of viewers not just for weeks and months… but literally years and decades. Apply these 3 e’s, in the exact order he taught them, and you almost can’t lose. Especially with email, copywriting, marketing, etc. Frankly, I try to put these 3 “e’s” into every piece of content I write. What are these 3 “e’s” Mel spaketh of? They are: 1. Entertain 2. Educate 3. Elevate The first two are probably self-explanatory. But the 3rd one — elevate — means you have literally changed or enhanced someone’s thinking on a matter. And anyone who’s been in the marketing and content-creation game long enough probably sees the same pattern I and many others have: Such customers become amongst the most rabid buyers you can have. And, often, turn into friends, JV partners, whatever it is. The problem: In order to do #3 you have to first do #1 & #2 above. Otherwise, you’re as boring a a social media philosopher king. Another problem with #3: You cannot control it. You might think you wrote the most elevating message ever penned, only to find nobody cares, much less was influenced by it. On the other hand, if you do the first two steps every day, with every email (and all your other content) eventually you will get that righteous 3rd “e.” You’ll know it when you do, too. Your engagement will be through the roof on whatever media you do it on — whether in emails, on social media, whatever it is. But again, you gotta do the first two steps. The second one (educate) everyone pretty much knows how to do. But the first one (entertainment)? Not so much. Thus, the power of infotainment — combing #1 & 2 together. Do that enough, and you’ll almost certainly hit that 3rd business-altering “e.” And the more you do them, the more it’ll most likely happen. All of which brings me to the punchline: If you want to elevate someone’s thinking… get them rabidly pursuing everything you have to say, buy all your offers, hire you and only you… become permanent fixtures in your business’ World… then there are few skills that can help you achieve that than by learning, honing, and mastering the art & craft of infotainment. It’s the first to “e’s” wrapped up in one. And very few really understand it much less competently teach it. If you want a power lesson in this see the July Email Players issue. In many ways it’s like a “Lost” chapter of my bestselling Infotainment Jackpot book, but you can use the info inside this July issue whether you possess the book or not. The deadline to subscribe in time’ll be here before you know it though. To get in while the gettin’s good, go here: [https∶//www.EmailPlayers.com]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2023 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