Ben Settle

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File under: Business Building, inner game

One of the most intriguing facts about how Disney got so big I first heard a couple years ago is this:

They put enormous thought, planning, effort, & expense into the little things probably only 10% of their customers will ever see or notice, but that turns those 10% of people into upwards of 70%, 80%, even 90% of their sales.

Especially if you factor in referrals, word-of-mouth, etc.

But it ain’t just Disney that figured this out.

Steve Jobs did the exact same with Apple Computers.

In fact, one word Jobs used a lot was:


Believe it or not, that single word can work almost like magic to build the proverbial business empire & create the proverbial marketing king. In Jobs’ case, he was inspired as a child by his father who was an expert craftsman. His father used to tell Steve that when building a cabinet, for example, you use the highest quality wood and put just as much effort into the design and the parts a customer will probably never, ever see (the back of the cabinet, the interior, etc) as you do the parts they will see. Years later, Jobs had his engineers at Apple do the same with their computers and phones and other gadgets. In many cases, they put the highest quality parts and used the highest, most expensive metals & screws for the parts nobody but maybe an Apple engineer or repairman who opened it up would see.

The shallow thinker & low information marketer won’t see the wisdom in that.

But the bigger thinker will.

And they will see because, if nothing else, it connects the dots that if Disney & Apple — two of the most profitable businesses that ever existed — do that, then we all should.

Whatever the case:

While I’m not a huge fan of the Disney company, especially with how they are so rapidly destroying brands millions of fans used to like… I am a fan of the way they systematized the ways in which they extract as much money out of their customers as humanly possible… while leaving those same customers happier, more fulfilled, and eager to tell everyone they know about how great giving that money to Disney was.

Which brings me to the rub:

The December “Email Players” issue.

It teaches a very special kind of “craftsmanship.”

Not the kind Jobs used to build computers… but the kind Disney and other smart companies have done to build gigantic, generations-spanning, customer bases of what I call “berserker customers” — who, like Jobs’ fans, practically froth at the mouth to buy, refer, and enjoy whatever it is you sell to the farthest extent possible.

Ain’t nothing else that works like this skill, in my experience.

It can potentially make price irrelevant.

It can potentially make you and/or your product/service’s flaws irrelevant.

It can even potentially make any lack of experience a raw & wriggling newbie struggles with irrelevant.

Tomorrow (11/30/20) is the deadline to subscribe in time to get this issue.

If you want it, here it is, come get it:

Ben Settle

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

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