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How to Write "Infotainment"?

by Delta223
9 replies
Email Copywriter Ben Settle uses an "infotainment" style to write his newsletters. An example he used was, instead of "7 ways to lose weight", write about "7 ways Yoda would lose weight if he was getting a little heavier".

Are there any good resources for learning this style?

Thanks
#infotainment #write
  • Profile picture of the author Andrew Gould
    Originally Posted by Delta223 View Post

    Are there any good resources for learning this style?
    Email Players Newsletter
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    Andrew Gould

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    • Profile picture of the author Cool Hand Luke
      Originally Posted by Andrew Gould View Post

      I'm a member and can vouch for Email Players. The issues are surprisingly brief (this month's was 16 pages on 43 different email "types" to keep your list entertained and buying) but if you have the slightest bit of common sense, applying them will make you your money back and then some.

      Even more importantly, the 161-page Email Player's Playbook you get with your first issue has EVERYTHING you need to start emailing/writing copy the "infotainment" way.
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      • Profile picture of the author shawnlebrun
        Originally Posted by Cool Hand Luke View Post

        I'm a member and can vouch for Email Players. The issues are surprisingly brief (this month's was 16 pages on 43 different email "types" to keep your list entertained and buying) but if you have the slightest bit of common sense, applying them will make you your money back and then some.

        Even more importantly, the 161-page Email Player's Playbook you get with your first issue has EVERYTHING you need to start emailing/writing copy the "infotainment" way.
        Yeah, if you can't use Ben's stuff to make your investment back and then some... you probably should be in a different line of work.

        Wanna know why Ben's stuff does well...

        It's because he talks like a regular, normal person... not a stuffed shirt business person with a stick up his -----.

        Sh*t, the days of writing like a corporation are done, you GOTTA be personable and write like you're talking to another human being... because you are.

        People want to hear from, and they will buy from, another person. Someone like them... someone they "know, like, and trust."

        Even big companies like Amazon and Apple get it. If you ever go to Amazon's home page, you'll see a letter from Jeff Bezos that seems like it was written to one person, like he's talking to a friend.

        The more I read emails these days, the more I realize how dry and boring people make their emails.

        Think about any of the content you consume, whether it's TV, magazines, newspapers, etc....

        You want something interesting, no?

        Well, that's what you need to do with your emails. Interesting, informative, valuable, and they gotta show the reader you can help them.

        Dry, boring-ass stuff just gets deleted.

        So, in these new times, you have to write to communicate with another person... you're not a giant corporation putting out boiler plate emails.

        Have some personality... talk to the person and try to be their bright spot in the day, someone who perks them up... yet do it in a way that's persuasive and shows them you have the goods.

        Here's something Ben wrote a few days ago...

        -------------------------------------------------------------
        Yes, it took many years of planning, hard work and sacrifice --
        including an 11 year dysfunctional marriage (where I purposely
        isolated myself from friends, family and colleagues and did NOTHING
        but hole myself up and work 15+ hour days)... years of living
        without the basic pleasures the AIAC (Average Indebted American
        Chump) takes for granted... and more anxiety than I ever care to
        admit to anyone.
        --------------------------------------------------------------

        That will resonate with someone who has put in 15 hour work days
        and saw their personal relationships go down the drain.

        So yeah, Ben is good at using story and real life situations to
        talk to folks like, well, regular folks.

        In these new times of social media... you gotta be personable
        because it's all about communicating from person to person now.
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  • Profile picture of the author temlawn
    Its the psychology of the net and the mind.. people will be more interested in something interesting than what they see everyday.. Ie.. i quit smoking... or I quit smoking while looking at national geo farm edition...lol.. people are like wtf...lol.. more clicks..more interest
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  • Profile picture of the author Brandgineering
    Well, its one of the reasons we use writers with a specific skill set; screenwriters are the best, but the most expensive. However, I have a group that does an amazing job and their work helps drive our videos and video marketing to #1.

    "Infotainment" has been around for a long time. It is nothing new. Geez, the Internet comes along and you think people lose all their traditional skills.

    If you don't know how to structure a dramatic story, learn. Its the best training for writing copy. Actually, the only good training.
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    Carl Hartman, CEO Brandgineering | Leaders in Video Marketing and Strategy | Best-Selling Author of Brand.gineering (a workbook & guide to brand strategy in the digital age) | www.brandgineering.org

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  • Profile picture of the author TheUser
    Most of today's news is essentially infotainment. Study any standard news headline (my personal favorite for ideas is Business Insider) and check which articles seem to be the most popular with the most comments.

    It seems the more controversial the better.
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  • Profile picture of the author Ross Bowring
    To answer the OP...

    Be creative!

    Look for connections between uncommon elements.

    To get better at that give your mind a feast of input from radio, TV, movies, magazines.

    --- Ross
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  • Profile picture of the author Brady Partridge
    This particular style of copywriting calls for a deft comic touch. If you're good at writing comedy and coming up with outside-the-box ideas, to use a well-worn cliche, I would encourage you to pursue it. But if you're not, I would focus on a different style of copywriting, one that suits you better.
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    • Profile picture of the author KingOfContentMarketing
      Originally Posted by Brady Partridge View Post

      This particular style of copywriting calls for a deft comic touch.
      Not really. Humor is useful but not necessary. It's more about telling good stories with a strong point of view.
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