Since Iâm launching my newest book about business & World-Building this weekend I thought itâd be apt to share the transcript of what was originally a private, back-and-forth Marco Polo app conversation Stefania and Yours Other Worldly had on the topic recently. We talk a lot about the psychology behind World-Building. And you may find it quite useful whether you buy my new book or not. Here is part 1 of the talk: === elBENBO: I started reading the biography of George Lucas, and it's by the same writer who wrote the Dr. Seuss and Jim Henson bios, I have also been rapidly applying to my business. I'm only through the first couple of chapters and it's amazing to me how much of Star Wars was already in George Lucasâ head when he was just a little kid and through his teen years. And it reminded me of what you always say whenever you see me write a new novel, or geek out with Kia over a new cover design, or implement some new idea in Email Players⦠whatever it is: âBen, you always do things that teenage elBenbo would have thought was cool.â And Iâm seeing thatâs exactly what George Lucas did. I grew up watching and re-watching over and over and over and over the original trilogy to the point where one of my aunts who used to babysit me as a kid once forbade me to watch it anymore. âNo more Star Wars!â Iâm reading this and itâs like reading about a kindred soul in some ways as far as how he always hated dealing with studios and hated giving up any kind of control over his projects. His whole goal in life was to make movies, tell stories, and do it all on his terms, not the studioâs. Itâs like what my attitude about client work was. With Lucas, early on, when he was making Star Wars, you really see where he just decided, âthere's no way I'm relying on studio money. I'm doing this myself.â And I had the same attitude. That's why I don't do crowdfunding and that sort of thing. It is also why Troy and I both have no desire to get big corporate investors wanting to meddle in the software properties we are building. Troy is very much the same way. Weâll take an investor eventually, if they want to be an evangelist for what weâre doing. But weâre not giving them any final control. Anyway, I think I've been very heavily influenced by Lucas my whole life. And he may have dropped the ball on scripting the prequels and selling out to Disney, and all that, but look at the World Building he did. Itâs unmatched by anyone. A lot of people give George Lucas shit. âOh, the prequels!â Idiots. Do these fugkers not realize what this guy has accomplished? You don't have to like his movies to respect what he built, and how he went about building it. After Star Wars was a hit everything changed â and the joke was, if you worked at 20th Century Fox suddenly you were not in the movie business, you were in the George Lucas business. The lack of respect I see from the fugking D-culture of the people about this guy who built the very industry that they all think they're experts at is quite astounding. But anyway, I just thought you might enjoy that little backstory. World-Building is on my mind because of the book. And a lot of it comes down to doing what Lucas did â ignoring everything but what you think is cool. All the directors he showed Star Wars to when showing the rough cuts of it, except Steven Spielberg, hated it and told him it was silly and stupid. It doesnât say it in the book, but you get the feeling Lucas had that same dismissive attitude towards them that I have towards people who have sniped at what Iâve done that Iâve always ignored. I remember according to everyone I knew Email Players was not a good idea. This is why you canât listen to anyone else when building the World. Itâs not based on them or their preferences. Itâs not based on chasing trends or giving a crap about surveys or whatever. This is something everyone misses that I hope my book helps people get over. STEFANIA: First of all, I don't know how you always know when I'm awake, but it's uncanny. You always just know. Like I'll open my eyes and I'm checking my phone, one eye open, and then there comes the notification that Ben Settle is talking to me. I just woke up maybe five minutes ago. No, I think that what you have and I do remember saying that you always just think, do things that child elBenbo finds cool. I think that all these big creators, and I'm talking about anywhere from George Lucas to Mr. Rogers have that. This is going to sound weird and I don't mean it in the woo-woo way because people do talk about it for sure on a life coaching thing, but I do think there is some truth to it. Kind of like how they'll talk about stuff that makes sense, but they invert it and make it weird. But I do think that big creators, and I consider you as one of the big creators, is having that connection with your inner child. Where life coaches make it gay is when they make their inner child a person that they talk to and they make it weird. But I think some of it is important, especially when people have screwed-up childhoods or unresolved trauma. But anyway, that's not what I'm talking about. But what I am talking about is that you definitely do have a very clear connection to child elBenbo and George Lucas says, as far as you're telling me, having these stories in his head and he's not like, "Oh yeah, that was when I... Yeah, that was stupid because I was just a kid." He's like, "No, I love these stories since I was a kid and these are stories that need to be told.â Kind of like your owl story in the next Enoch Wars novel in the appendices. You weren't like, "Oh yeah, this is crappy writing." You're like, "No, this is as an appendix." Same thing with Mr. Rogers with his puppets, and I think Disney was the same thing. He created a world that would've made child Walt happy, and I think it goes beyond knowing what you like. And even it kind of brings back that meme that I showed you a long time ago. I showed a couple of memes that was like, "Men will turn 10 and meet their friends and those are the only friends that they have" or something like that. Or like, "They'll turn 10 and find a genre of music they like and then never listen to anything else again." I think it's kind of what you did, but most people aren't like that. Like you will listen to the same '80s rock, regardless of what's in or what's on the radio. You'll just listen to what you want to listen to and there's something to that. I know some that deviant Oscar Wilde, I think it was Oscar Wilde, or was it Freud? I don't remember. One of the two deviants said something that creativity is like sexual frustration or something, which I don't agree with that. I think creativity is doing stuff that your child self would want to do. I mean, that's even what art is. Look at Willis. It's inherent in him to create art in the bathtub. He just creates patterns and he creates designs and that's what he does, and the key is to let him keep doing that. He dances to music. Do you keep doing that? I don't know. I think creativity, the seat of it is like in your toddlerhood and whether you are encouraged or use it as solace, like Mr. Rogers did or yeah, that's what I think it is, and I think that you have that and the fact that you're so alike to these people who created massive worlds. I mean, this is one of the reasons why I admire you so much just because so many people are not like that. Johnny Carson's another example. You have been telling me about his World-Building and itâs incredible to see how he basically took his love of magic as a kid, and not getting his momâs love, always wanting to get her love and attention, and used that pain and passion to turn it into an entertainment World. So I don't know where I'm going with this, but I think you're a great human and I have a lot of awe and respect for you. See what happens when you wake me up? === So ends part one. In the meantime, my newest book âBizWorldâ launches today. Unlike most of my books this one is not expensive, and is quite affordable to most anyone in business. Plus, I am giving away a valuable bonus in my mobile app (so you will need a smart phone, and no, I will not make any exceptions and put it on YouTube or whatever) analyzing one of my favorite business World-Builders to those who: 1. Buy the book by Sunday, August 6th at midnight EDT 2. Send me the Amazon receipt by that deadline (not just buy it, but send me the receipt by the deadline too â if you send after that, it will be ignored) You can read more about the bonus in the P.S. below. Otherwise, here is the link: [httpsâ¶//www.EmailPlayers.com/bizworld]( Ben Settle P.S. Regarding the bonus training in my mobile app I will give if you buy AND send me your receipt by the 8/6 at midnight EDT deadline. I call it: âDeath Touch Marketing Secretsâ Itâs about a particularly insane & brutal biz World-Builder from the 60âs & 70âs. Someone Iâve learned a lot from studying, as have certain other very high-level 7 & 8-figure marketers I am aware of âin the knowâ who have spent many hours talking about, discussing, and learning from this guy about how he approached his marketing which, believe it or not, literally got him killed. But thatâs neither here nor there. If you buy (print or Kindle) & send me your receipt by the deadline it shows my take. Including: * The little-known psychology behind how old comicbook ads were able to crawl right into the psychology of their readers to create literal mail-order millionaires even though they mostly were completely BS offers. (Not suggesting you sell crap â but what works to sell crap works even better to sell goldâ¦) * How to make your cold ads (Facebook, Google, banner, space, classifieds⦠whatever it is) stand out like a MAGA hat at an AOC eat-the-rich fundraiser dinner. * A tasteful way to shamelessly milk money from fear & pain in your marketing. * Best âsleeperâ place in long form sales copy to create lots of prestige and trust in you, your business, and your offer. (Believe it or not, this alone can potentially make the sale for even very high priced offers.) * An admittedly sneaky (but totally ethical) way to sell âbetween the linesâ in your ads, sales, letters, and emails. (You wonât always be able to do this, but when/if you can â it can potentially pull all kinds of new sales your business might not get otherwise.) * The blatantly politically incorrect âfat chicksâ secret for finding out exactly what your marketâs worst pains & insecurities are to sell them more of your offers. * Absolutely one of the most cunning ways ever invented for using your competitionâs own offers to help sell more of YOUR offers. * How to structure a near-perfect sidebar for your long form sales pages, ads, and sales letters. (If you do it right, a sidebar can do much of the heavy lifting â or possibly even make the sale on its own â to move more of your offers.) * Examples of how to make ordinary and âplain vanillaâ offers sound exotic and sexy in your marketing without lying, deception, or exaggeration. * Stan Leeâs secret for writing product & offer titles people canât resist wanting to buy. (Grown ass men & women still look for his fictitious countries like Wakanda & Latveria on maps 60+ years later, if that tells you somethingâ¦) * How to write your name in ads to give your brand an almost Biblical-like epic feeling & power to it. * Real life example of how World-Building can sell your businessâ offers with or without any formal advertising or marketing whatsoever. * The âU-Wordâ that can help add thick layers of proof & credibility to nearly any kind of offer or claim. * Example of how a literal $10,000 guarantee can be done without putting your business on the hook for any risk. * A quickie power lesson on how to add Showmanship to your marketing. * The blue check secret that gets people believing your offers and claims even if they hate you. * Hands down the single best spot in your ads to place your proof & credibility for maximum impact, belief, and response. (I learned this while writing an ad for a client who would add more zaniness and drama to my copy even after I thought Iâd taken things too far!) * A shrewd way businesses still trying to grow a brand can use to help create proof and credibility almost out of thin air. * A secret method discovered years ago by a cunning weight loss author you can use TODAY (right after you learn it) to help combine showmanship, credibility, and intrigue for your business. * How to foil businesses in your market who give away everything free on YouTube. (A lot of marketers worry about this â but when you know what youâre doing, these give-away artists in your niche might be all but sending your business free customers.) * A completely âunorthodoxâ copywriting technique (used by a notorious comicbook writer/artist to prevent Batman from being cancelled back in the 80âs) that can help make your sales copy compulsively readable and engaging. * A hair-raising example (you should definitely use with caution) of how to turn your best customers & followers into soldiers â sally forthâing into the internet, and picking fights with your competitors. (A lot of business people cannot handle this sort of thing, and it can get crazy⦠but it can also potentially make your business a lot of new sales, too.) * A bizarre (but ingenious) way to use an ordinary Bible to help make your sales copy, emails, & other writings more dramatic and engaging. * An old school Hollywood screenwriting trick (used by everyone from Walt Disney to Peter Jackson â in fact, a great example is in the first Hobbit movie) that can help make even the âplain vanillaâ ordinary and mundane exotic and irresistible. * How introverts can grow rock-solid relationships with people on their email lists without engaging in mindless small talk and chit-chat. * How swiping John Caples can potentially get you thrown in jail! (Copywriters fight me on this, but what I say about this makes it no less true. If youâre going to swipe John Caples, tread very carefully.) * And a hoâ bunch more. All right, one more time: To get this bonus (which is ONLY in my mobile app, and not available anywhere else) you must (1) buy BizWorld in print or Kindle format before the Sunday 8/6 at midnight EDT deadline AND (2) send me your receipt by that deadline. If you send me your receipt after that? You will be ignored. And I donât give a shyt what your excuse is, the answer is NO after that. Here is the link to the buy the book: [httpsâ¶//www.EmailPlayers.com/bizworld]( This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2023 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
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