Ben Settle – Infotainment
If you want to know how you can outsell practically any business you compete against.. with your customers and clients possibly even looking forward to you selling to them… then this letter will show you how.
Here's the story:
A few years ago, the prestigious Agora Financial flew me into their Baltimore offices to teach some of my sneaky ways to outsell my competition online. Agora does nearly half a billion in sales each year. They also hire the absolute best copywriters in the world, pay for millions of dollars in market testing & analysis each year, and are in one of the world's single most competitive and “cutthroat” industries.
Anyway, one of the things I taught their copywriters and editors was:
The 21 most profitable ways I've used to combine information with entertainment (what “infotainment” means) to collectively help generate tens of millions of dollars in sales between my own business and back when I did client work. Here are just a few of the secrets I taught that day, that the Agora Copy Chief who flew me in said had a part in growing their already massive company 4x:
- The spooky persuasion technique used by Old Testament prophets to sell even their worst enemies (including pagan priests!) on changing their religions. Page 28
- The court jester's guide to getting away with being obnoxiously politically incorrect in your marketing. (This secret saved many a court jester's life back in the days of blood-thirsty kings, emperors, and rulers. Not only is it extremely persuasive… but people love when you do it, too — even if they disagree with whatever you're saying.) Page 37
- How the late marketing genius Gary Halbert kept peoples' eyes glued to his ads — even when there was zero content, value, or anything but a blatant sales pitch. (This technique was also used brilliantly in a popular 1990s Van Halen music video, too, which helped win it multiple awards.) Pages 41-42
- The “wet dream” secret of creating emails, ads, podcasts, articles, and other marketing documents people almost can't forget… and that they may sometimes even love buying from. Page 39
- This is a little-talked-about way to use hardcore rage and anger to get your list to quickly trust you and feel safe buying from you. Page 43
- How to make even blatant sales pitches fascinating for people to read. (The late, great copywriter Gene Schwartz did this, and it was also brilliantly used by the TV shows “Star Trek: The Next Generation” and “Smallville” to boost their ratings — here's how you can use it to grow your business, too.) Page 30
- A secret way of using typos to get even “fire-breathing” grammar nazis eagerly buying from you! Pages 25-26
- An honest, no-bull crap way to use infotainment to potentially make a fortune… even if you don't know what you're talking about! (I'm not saying you should become a fraud… but certain authors have made millions by being completely wrong about what they teach by using this secret — just imagine the impact it can have when you legitimately do know what you're talking about…) Pages 20-21
- How to “flip” haters into raving fans and buyers. (Marvel Comics accidentally discovered this in the late 80s, and it works almost like magic for keeping audiences coming back for more of your business's marketing pitches. Bonus benefit: It can also sometimes create the best customers you'll ever have the pleasure of dealing with.) Page 42
- When you can “get away” with using profanity in your ads, emails, blogs, videos, podcasts, and any other marketing channel you use in your business — and exactly how often you should do it for maximum impact. (The great General Patton did this to save soldiers from dying, and it can also potentially save a lot of dying sales, too… if you do it right, and if it makes sense with your brand and personality. Details on page 26.)
- A totally unorthodox way to increase your sales is by giving away less value. (One high-rated ESPN talk show host blew away everyone in his time slot doing this — here's how you can wield this method to get people scrambling over themselves to buy from your business, too.) Page 19
- How to use infotainment to transform dull and boring content into riveting “must have” products people almost can't buy fast enough. (This method made one of my clients so much money during the first day of a product launch, he sent everyone home early. Here's how to use this in your business's ads, emails, podcasts, or in any other medium you sell with.) Page 33
- How Sam Raimi's movie “Spiderman 2” reveals exactly what you need to know about standing out in any market, with any product — regardless of how much you know about marketing or advertising your business now. Page 24
- A disturbing fact: At least 25% of American women are on anti-depressants — here's how to (ethically) use this news to increase your business's sales (whether you sell to men or women). Page 28
- A quick “crash course” into how people are hardwired to be persuaded. (I learned this while taking a memory training course in college. And it's used by everything from ancient religious texts… to blood-thirsty propaganda machines… to eccentric bestselling authors to naturally crawl inside someone's psychology, and persuade them to sometimes do almost whatever you want — including buy your business's products or services.) Page 25
- A simple strategy used by Fox News, CNN, MSNBC, and other cable news channels can make your business far more sales while doing far less work. Page 22
- How people with boring personalities can legally & ethically “lift” the hard work of other writers with more natural wit and charisma? Pages 29-30
- The best part of magazines and newspapers is to swipe copy. (And nope, it ain't the advertisements, classifieds, covers, or headlines.) Page 30
- How your high falutin' expert status is probably burgling your business out of thousands (even tens of thousands) of dollars in sales each year. Page 20
- A “magic bullet” way to profit from the 50 Shades of Gray books — regardless of what your business sells or who you sell to. Pages 32-33
- A secret used by Facebook that can get even people with fruit fly-level attention spans almost hopelessly engaged with your content. (Do this right and your leads, readers, and audience have almost no choice but to drop what they're doing and pay attention to what you're selling.) Pages 46-47
- How investment celebrities, political pundits, and the army of TV psychics popping up make out like bandits year after year… even when they're always wrong! (And how to use their quirky little secret to make more sales in your own business.) Page 36
- How to give your product nearly “skeptic proof” credibility even if nobody has ever heard of it before. Page 34
- How to take the “sting” out of getting a speeding ticket (and other so-called “bad” things that happen to you) by turning it into cash-in-the-bank sales for your business. Page 39
- A clever (and very sneaky) way to make more sales in your business is by telling people NOT to buy from you. Page 19
- How to profit from erectile dysfunction and other embarrassing things in your marketing. Page 49
- And the list goes on…
I've used these infotainment secrets to win in hypercompetitive markets like weight loss, golf, direct sales, self-defense, internet marketing, and home business. (In fact, I wrote one ad in the direct selling/home business training space that was a control for almost 10 years before they retired the product, and it heavily used the ideas in this training.) These secrets are also used by the billion-dollar talk radio, cable TV, and comic book industries… as well as the world's highest-paid professional speakers (like, for example, Tony Robbins, who even said we ain't in the information age, we're in the “entertainment age”)… best-selling authors… major religions (believe it or not, Christianity was created almost entirely using infotainment)… world-class comedians… history's most famous (and infamous) politicians… and, sometimes, even by the government. For example, the US government once used it in a routine public service campaign that crashed their servers, and I even saw a local police station use it to effectively teach against drunk driving...
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