True story #1:
While I was on his podcast last year, “Email Players” subscriber Vance Morris — who spent 10 years working for Walt Disney World and now teaches others how to “Disnify” their businesses — told me:
“Everything at Disney has an origin story.”
And I do mean everything.
Every employee (cast member), every statue, every picture on a ceiling, and even the tiniest details 90% of customers will never see has a story behind it.
The effect:
Depth.
Lots of Depth — and certainly far more Depth than Six Flags and other parks.
Which brings me to…
True story #2:
Before writing his scripts, Quentin Tarantino writes long, detailed origin stories for his characters — even when he doesn’t include those stories in his movies. Take, for example, his last movie “Once Upon A Time In Hollywood” — where he wrote 5 full length TV episode scripts about the TV character played by the main character in the movie (a movie star in westerns), even down to who the directors, writers, casting directors, etc of those episodes were.
None of that made it into the movie.
But it added to the movie’s Depth.
And that Depth no doubt added many more dollars to the movie’s box office gross.
Which brings me to the lesson:
Depth in emails & copywriting.
Depth helps create engagement with your reader.
Depth helps forge a strong intellectual & emotional bond with your reader.
And, best of all, Depth helps build a deeper & more fanatical (if you do it right) relationship with your reader — where your reader may very well buy even if they didn’t know who you were or that your offer existed at all just 10 minutes earlier.
A good asset to have in your corner.
One that can be especially valuable when combined with what I teach in Email Players especially.
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Ben Settle
