If you’ve read much of John Caples, Gary Bencivenga, Gary Halbert, or really any high level A-list copywriter, they’re masters at creating disguised sales pitches.

In other words:

They mix and merge information with sales talk so masterfully. Their ads are as interesting and useful as content-filled as articles. But, they also have an agenda to sell and persuade.

Anyway, here’s why I bring it up:

Recently, I watched the latest Steve McQueen documentary called:

“Steve McQueen: An American Icon”

It’s a Steve McQueen documentary that will make any of his fanboys and fangirls happy… but, it also has a “sales pitch” for Christianity embedded throughout it at the same time.

Yes, I know there are a lot of heathens reading this.

And, also, some fire-breathing atheists.

But, heathen or saint, it’s a great example of how to mix information and sales pitch (and infotainment), without being “preachy” about whatever it is you’re selling. (Sidebar: I noticed there was a church here in town advertising screening this documentary last week, I couldn’t figure out why a church would screen a Steve McQueen documentary until watching it, now I see why…)

More:

I find documentaries as a whole to be great examples of persuasive communication because they always have an agenda. And, it’s always educational to watch them to see how they build proof and belief in their agenda — especially the wackier ones I’ve seen.

Video is a powerful medium for persuasion when done right.

And, I’m thinking the documentary format could be one I test eventually.

(Especially in a mass market.)

When I do, I’ll tell you all about it, of course.

In the meantime?

Some fun facts about Steve McQueen from the documentary:

(Which I highly recommend watching)

• He was supposed to have been killed by the Manson cult. When they killed all those people that night, Steve was supposed to be there, but he ended up picking up some chick instead on the way there
• He was the best in the business at positioning. For example: After his biggest payout from the Towering Inferno, where he achieved his goal of out earning and out-starring Paul Newman (his big goal) he pulled away from Hollywood. And, the more he pulled away, the more Hollywood wanted him. He was offered the parts of Rambo and Captain Willard from Apocalypse Now. But, he wanted nothing to do with Hollywood. He even tore out his mailbox and threw it in the ocean because he got tired of getting scripts. Finally, he told his agent to tell the industry he wouldn’t even read a script without paying him $50k….
• Speaking of positioning… it’s how he got famous. He got famous not for what he said, but how he positioned himself. Not just professionally (stealing scenes, deliberately building his brand, etc) but because he learned movie making not just acting. He knew where to stand, how the lighting would affect his placement, all the little things, so he could throw out pages from a script and just look a certain way to communicate what he needed to
• He ended up getting Mesothelioma. Not randomly, but because when he was in the military service, he got caught chasing girls or something one weekend and they put him on cleaning duty. His job was to clean up asbestos. It stayed in his body, festering, and finally turning to cancer in his late 40’s (he died at 50). What you do now, can come back to haunt you years from now…
• He didn’t die from the incurable cancer, he actually had technically beat it. He opted for experimental medicine in Mexico. They removed the tumor from his body successfully. But he died when his blood pressure dropped, and had a heart attach in his sleep after the surgery. Yikes…
• For Billy Graham fanboys… When Steve was first diagnosed with cancer, he found a way to meet with Billy Graham. When they finally met, Steve had forgotten his bible. Billy gave Steve his personal Bible that he preached with, and had years of notes written inside for sermons, etc. Steve ended up dying holding that Bible.

Anyway, that concludes movie night with elBenbo.

More and more, I don’t study copywriting and marketing. Instead, I study bios of great business & marketing minds. And, you can do worse than studying the life of Steve McQueen.

One last thing:

The April “Email Players” issue is right around the corner.

It shows you some ways to manipulate media.

Not the same way Steve McQueen did.

But, in ways that are perfect for the 21st century.

To subscribe before I send it to the printer, go here:

www.EmailPlayers.com

Ben Settle