How to create a brand that stirs up a “frothing-at-the-mouth” horde of new customers & clients

Probably most don’t want to do the following. But it is something I wrote in Email Players nearly 4 years ago. Just switch out “content creators” with “brand builders” Here goes: === … I heard it from Sifu who heard it from Grandmaster William Cheung in Wing Chun kung fu. Imagine the body of knowledge in your industry contained inside a giant cookie jar. In any field of learning most people take cookies out of the cookie jar of knowledge in that field and never put cookies back in. Meaning, a student comes in and starts learning what other people are teaching and other people have brought to the table in the past. The student then goes on his or her merry way, hopefully benefits from it, and that’s that. But it’s only the really outstanding masters of that field of knowledge that put cookies back in. Yes, they were once students too. But, they then took that knowledge and didn’t just learn, use, and maybe even teach it… they added to it. They took that knowledge, those lessons, and all the wisdom they learned and figured out whole new ways to apply, expand upon, and create something essentially “new” for the next generation of people wanting to learn whatever it is they just innovated. In kung fu, for instance, when this happens the “new” thing added to the cookie jar of knowledge is still the same kung fu they originally took out. But instead of being a parasite who simply takes from that cookie jar… They Worked To Put Something Back In. It could be a better way of striking or a better way of kicking or a better way of teaching. It could be anything. And the best content creators — who charge premium prices, with customers happily paying for it — do the same. Their content puts cookies back in, instead of just taking out, and contributes something to the body of knowledge of whatever it is they are teaching in their content. This kind of content makes the entire field of knowledge better so that it never gets stale and so that it’s always changing and growing and getting better — so students over the next several generations benefit, and then hopefully some of them who are taking cookies out and just learning will put something new back in, which then benefits the next generation of students, and so on, and so forth. === Very simple. Not necessarily easy, though. Back in my days as a 23-year old yute I remember briefly dating an elementary school music teacher. She could play all the instruments, was great at the piano, etc. And I remember asking if she’d ever written any music of her own. Her answer? “I wouldn’t know how to write my own music.” In other words: She was taking from the cookie jar, not putting anything back in. This is the online marketing world in a nutshell. They can read, recite, copy & paste, feed into fapGPT, swipe, and announce things they’ve learned from others — i.e., show cookies they took that their superiors have added over the generations — but they don’t innovate and put anything in it. They don’t think about their craft very deeply. And they are always 2-tier at best, parasitizing off others. Just like the music teacher chick. Doesn’t make them “bad” people or anything like that. But they have no discernible brand. And this is the lesson: To not just be a parasite, and to instead start thinking more deeply about what you do (whatever it is in your market/industry), innovating with it, spending months/years/decades excelling at it, making discoveries, finding out new ways of applying things… whatever it is. Those who do that tend to be true Brand Barbarians. And if you do the above and combine that with my Brand Barbarian book? Then outer space is the limit. None of this is woo-woo metaphysical nonsense. It’s pure common sense. And because common sense ain’t common, that means if you take this attitude and do the work, your business should have no real competition while having a frothing-at-the-mouth horde of customers and/or clients chasing you instead. Bottom line? Don’t chase a brand. Chase excellence. Add to the cookie jar, don’t just take. All right, the sale on Brand Barbarian is just about over though. (Deadline is tonight, Friday April 19 at midnight EDT) To get it hit the jump here: [https∶//www.EmailPlayers.com/brand]( Use this code at the cart: AXE And make sure you see the price change before entering your info. Ben Settle P.S. As of last week I discovered I ran out of inventory of this book. I usually keep all my titles in stock when possible, but dropped the ball this time. The printer is working hard to get more in stock as fast as they can. It is possible it may be a week or longer before any ship. So if you buy during this promo just realize that is the case. I say this for the impatient types on my list. Of which there are many... This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2024 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA