Last year:
I wrote a 60-page letter to my son Willis with instructions about money, business, marketing, health, relationships, and even end-times theology in case I up & croak on him before he comes of age. I put this letter in my Email Players Annual #4: After School Special I gifted to Email Players subscribers to commemorate the newsletter’s 14-year anniversary issue.
That letter, in many ways, contains the most important info I’ve ever written.
One of the parts (about business) teaches Willis the ‘ultimate equalizer’ in business that will let him compete – and beat – nearly anyone he competes with in business.
Including businesses with bigger names, bigger marketing budgets, bigger fanbases, etc.
No special copywriting, marketing, or selling skills required.
In fact, you can be a literal marketing moron and/or semi-illiterate and it can still work.
To explain it to Willis, I used his #1 favorite movie as example:
“The Sword In The Stone”
It’s a 1963 Disney movie about the boy who would one day become King Arthur. And there’s a scene where the wizard Merlin and the evil witch Mad Madam Mim have a wizard’s duel turning into various animals to try to outwit & kill each other.
The four rules they agree to are:
(1) no turning into minerals or vegetables, only animals
(2) no make-believe things like dragons
(3) no disappearing, and
(4) “no cheating”
It’s a fun battle of wits, I highly recommend watching.
But at the end of the fight, Madam Mim breaks all those rules by turning invisible and also later turning into a dragon, that is about to destroy Merlin. There is nothing Merlin can turn into to beat that fire breathing dragon wanting to consume him.
So what does Merlin do?
He transforms himself into… a GERM!
A germ that basically de-fangs dragon-formed Madam Mim to get violently sick, humiliating & defeating her, and keeping her bedridden for weeks afterwards.
Which brings me to the un-magical sales technique:
That, in my mind, is what Superior Service can do for any business.
Yes, my Precious, Service – not ‘marketing – is THE #1 skill.
It lets you beat, destroy, and utterly humiliate even the cheating “dragons” of your market and industry. And it also lets you do it regardless of your budget, “star power”, brand recognition, or other attributes you may or may not still be weak on.
The power Superior Service grants you is potentially infinite.
My business partner in our software and Low Stress Trading companies Troy Broussard has long said he’s built all his multi-million dollar software companies primarily on the helpdesk – not via “marketing.”
And in my book & newsletter business it’s always made me stand out, too.
Including from “name” goo-roos prancing around seminar stages & mastermind rooms.
That is why in my humble, but accurate, opinion:
There is nothing that can (1) increase your sales & response… (2) boost your email deliverability & reputation… (3) inspire “good will” & confidence in your business… (4) create a brand that is nearly completely troll & hater “proof”… (5) turn even the most rapid skeptics into lifelong fans & customers… (6) draw people to your email & customer list in droves… (7) protect your business from the vagaries of recessions & unpredictable current global events… (8) give you an advantage over nearly any business & service you compete against… and (9) let you charge far higher prices with customer eager to pay them…
…than good, “old fashioned” Superior Service.
No NLP trick comes close to it.
No clever closes or one-liners can even begin to match it.
And no amount of “world class” copy or marketing can beat it.
In fact, mark my words and never forget:
If you can’t win on a superior price, superior offer, superior quality, superior guarantee, superior sales copy, superior experience, superior talent, superior skill, superior credentials, or superior anything else… you can always win on Superior Service.
That’s why I call it the “great equalizer.”
It’s also the proverbial nuclear bomb brought to the knife fight.
And if you are doing it right, it can cheaply (assuming it costs you anything at all) give you an overwhelmingly powerful advantage over nearly any competitor you ever sell against.
Plus, it can forgive a lot of marketing “sins”, too.
And it can absolutely make it so customers & leads will want to buy from you and only you, even if what you sell isn’t “the best” and is way higher in price than something identical.
This is no exaggeration, and I’ve experienced it many times.
All right so that’s that.
To learn more about the paid Email Players newsletter go here:
Ben Settle
