Here’s a story for you:
In the book “Backstory 2” (interviews with old timey screenwriters) there is a part that talks about how in the early days of the business, when Germany was being hammered by withering inflation there was one group of people who made it through those times more or less unscathed.
According to the book:
“Motion picture workers were unaffected because—and this was a great piquancy of the history of motion pictures (I hate to say it, but that’s the way it was)—the worse the economy became, the better it was for motion picture people. Those without jobs hated staying home and listening to their wives complaining, so they went to motion pictures.”
This was true in America too during the Great Depression.
Rich people loved their entertainment.
And broke people needed to self-medicate.
The way both got what they wanted:
The movies.
Which provided… entertainment.
People have historically always paid for entertainment.
Entertainment keeps people sane.
Probably even keeps them from committing crimes, in some cases.
And, can even give them hope to hold on to during dark times.
Combine that entertainment with information — truly useful and relevant that solves their problems — and you almost can’t lose up in this business in my humble, but accurate, opinion.
With the shyt storm coming on the horizon now it’ll be even more potent.
And I predict the few businesses that truly get how to use and harness Infotainment — and not just talk about it, but know how to do it, and rarely do the two meet — will have not only a much easier time weathering the storm… but be doing their market, customers, clients a true service — mentally and emotionally — that goes way beyond just “give value.”
This includes in your marketing itself.
Everything can and should be infotainment.
Not just your emails, but your sales copy, your content, your offers, and even your customer service and at every other point your customers or clients interact with your business directly or indirectly.
Think long and hard about this.
Especially as Clown World continues to destroy the economy.
It could save your business…
Ben Settle
