Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

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File under: Email Marketing

One of my favorite documentaries is about the late brilliant actor Steve McQueen, which, while not a “business” or “marketing” or “copywriting” or “email” training… has many embedded lessons on business, marketing, copywriting, and email.

Here’s what I mean:

When Steve McQueen was hired to play the lead in the TV show “Wanted: Dead or Alive”, he was notorious for demanding everything from the stunt men (he fired a stunt man on his first day, even though he didn’t have the authority to do it…) to the scripts were nothing short of the best they could be, and didn’t insult the viewer’s intelligence or come off as fake.

For example:

There was an instance where his character was supposed to fight 5 guy at a time and kick their arses.

Steve’s response?

No, that’s not realistic.

As someone who grew up on the streets, and had been in many actual fights, he knew how fake that was.

His solution?

He made the script writers change it so that his character snuck up on each of the villains, one at a time and isolated, and take them out that way. The result of these kinds of changes was a night and day difference, and a much more dramatic, yet realistic, show that was one of the most popular shows on TV.

That’s the power of being real with your audience.

With not insulting their intelligence.

With giving them a good time, but without making idiotically outrageous claims.

Bring reality to your email copy and watch your sales soar.

To learn my full email copywriting and marketing methodology, go here:

www.EmailPlayers.com

Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

PO Box 2058 | Bandon, OR 97411 | (815) 425-4483 | ben@bensettle.com

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