Ben Settle

  • Book & Tabloid Newsletter Publisher
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  • Alt-Copywriter
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  • Pulp Novelist

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File under: Business Building, inner game

In my humble (but accurate) opinion:

The single most important “foundational” program for business, marketing, success of any kind — that I wish someone handed to me, forced me to listen to “Clockwork Orange” style (even though it’s an audio…), and drilled into my head — is Earl Nightingale’s magnificent work:

“Lead The Field”

I listen to it at least once or twice per year.

And each time I get some kind of insight, idea, or strategy from it.

At the very least, I am reminded of something important.

Take, for example, a part in the program where he says he was vacationing at a California tourist trap town, and was sitting in a cafe and over heard some young people who were also visiting.

Earl overheard them say something like:

“Wish we could live here! But nobody will give us a job!”

You don’t hear Earl get angry in his programs.

But you could hear the utter contempt in his voice when he talked about how ridiculous what they were saying was, waiting for someone to “give them a job.” And he goes into a glorious tirade about how they didn’t need someone to give them a job. They simply needed to study the community, and think of ways to be of service to it. Like by doing a car washing & detailing business right on the peer where the tourists are hanging out in their dirty vehicles from traveling, etc.

He was all about service being the #1 key to success.

To shamelessly paraphrase the late Gary Halbert:

Service is like a giant battle axe cutting through the sea of humanity… separating businesses who constantly struggle playing the marketing game on “hard mode” instead of breezing through the levels and destroying their competition with ease by playing the game on easy mode.

Or in this case, maybe it’s more like “simple” mode vs “complex mode.”

Whatever the case:

Want to make more sales in your business?

Be of more service.

Want more testimonials?

Be of more service.

Want more clients?

Be of more service.

Want more JV opportunities, more deal, more professional connections, more leads, more opt-ins, more traffic, more interest in whatever you’re working on, or more of anything else you want, need, or desire in business?

Be of more service.

So simple.

So not very sexy.

Certainly you won’t hear any blue light specials pounding their chests about it in a mastermind where all people want to do is hear and share “tactics!” with each other.

But I’d argue service is the ultimate tactic.

No other tactic can get you the clicks, sales, response superior service can.

Not in the long term at least.

Anyway, end of PSA.

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Ben Settle

  • Book & Tabloid Newsletter Publisher
  • Email Supremacist
  • Alt-Copywriter
  • Software Investor
  • Pulp Novelist

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