Here\u2019s a story for you:<\/p>\n
In the book \u201cBackstory 2\u201d (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.<\/p>\n
According to the book:<\/p>\n
\u201cMotion picture workers were unaffected because\u2014and this was a great piquancy of the history of motion pictures (I hate to say it, but that\u2019s the way it was)\u2014the 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.\u201d<\/strong><\/p><\/blockquote>\n
This was true in America too during the Great Depression.<\/p>\n
Rich people loved their entertainment.<\/p>\n
And broke people needed to self-medicate.<\/p>\n
The way both got what they wanted:<\/p>\n
The movies.<\/p>\n
Which provided\u2026 entertainment.<\/p>\n
People have historically always paid for entertainment.<\/p>\n
Entertainment keeps people sane.<\/p>\n
Probably even keeps them from committing crimes, in some cases.<\/p>\n
And, can even give them hope to hold on to during dark times.<\/p>\n
Combine that entertainment with information \u2014 truly useful and relevant that solves their problems \u2014 and you almost can\u2019t lose up in this business in my humble, but accurate, opinion.<\/p>\n
With the shyt storm coming on the horizon now it\u2019ll be even more potent.<\/p>\n
And I predict the few businesses that truly get how to use and harness Infotainment \u2014 and not just talk about it, but know how to do it, and rarely do the two meet \u2014 will have not only a much easier time weathering the storm\u2026 but be doing their market, customers, clients a true service \u2014 mentally and emotionally \u2014 that goes way beyond just \u201cgive value.\u201d<\/p>\n
This includes in your marketing itself.<\/p>\n
Everything can and should be infotainment.<\/p>\n
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.<\/p>\n
Think long and hard about this.<\/p>\n
Especially as Clown World continues to destroy the economy.<\/p>\n
It could save your business…<\/p>\n