Attention to Detail

// The Plan

Since February this year, my wife and I have been keeping a secret from our kids - so much so that we invented our own code words when we were talking about the secret.

The trip to Disneyland Paris became ‘Halloween’ and any reference to ‘Halloween’ was greeted with a knowing nod and a wry smile.

This past weekend, we finally let the cat out the bag and surprised our kids, in the best way possible - we brought them home from school as normal, we’d been building up the narrative over the week that we had so much to do over the weekend and even went so far as to plan their meals for the next few nights..

It went incredibly well - the surprise only spoilt by the fact that my son was adamant that he’d spied a cheeky entry on my calendar (which he had)..

Still, it didn’t take away from the magic and within 45 minutes of arriving home from school, we were on our way to Folkestone to stay in a hotel before getting Le Shuttle on Friday morning.

Now, here’s where I made my first faux pas - when we’d finished our dinner halfway to Folkestone (we ate out at Nando’s in Camberley) and made our way all the way to Folkestone (which is around 3.5 hours from Poole) - it turned out I’d packed the car with everyones suitcase except my wife’s.

This obviously went down like a lead balloon and was only saved by the fact that it was only two nights and there was a 24hr supermarket next to the hotel where I could buy emergency supplies of underwear.

Thankfully, my wife had packed all her make-up, hair dryers and wash things in a separate overnight bag - the only thing missing was extra trousers, her Disney PJ’s and a spare hoodie.

But - the attention to detail from my side was poor.. the wonder, excitement and the anticipation of actually telling the kids, driving and getting to Disney was all too much and thats where we let ourselves down - when the excitement of a sale, the wonder of a business deal all gets too much and the little things are forgotten.

// Disneyland

Arriving at Disneyland Paris was slick, the way you get your passes and are funnelled around the whole check in process was immaculate. I’ve been to many many hotels over the years and this was the slickest process I’ve ever encountered.

There appears to be nothing that the team at Disneyland haven’t thought of - I don’t know whether it’s the fact that they have the space and they’ve really gone through the process themselves or whether they’ve just worked on iterating the process until it’s perfect but the whole thing runs like clockwork.

When you enter the park (despite there being extensive renovations going on on several large buildings) - there are distinct areas, themes and every area in each park (there are two parks in Paris - Disneyland and Disney Studios) has it’s own sounds, colour themes and buildings. Everything flows from one area to the next - moving from Frontierland where Indiana Jones has the headline to Adventureland where Captain Jack Sparrow and the Pirates of the Caribbean is top billing feels effortless and it’s not just because of the physical things. The interactions with the staff are different, the uniforms switch and there is a distinctly different feel.

The most impressive part of the whole trip for me was the Avengers Campus - it instantly changes the feeling as the Avengers theme blasts out and the way the sound design is distinctly reserved for each area - even walking through the Avengers Assemble ride - walking a few metres, even within the same room offers completely different experiences.

The picture on this blog (the header image at the top of this page) was the moment I realised that there are things in the park which you just would not have thought of - the smallest details.

The picture above was taken whilst we were queuing for the Ratatouille ride - the picture is of a drain cover.

It’s an innocuous drain cover. In any other park, it would have been bought from a wholesaler and installed looking like every other drain cover but not in Disneyland Paris. It’s outside the Ratatouille ride and it depicts the mouse.

// It’s converted me.

Now, at this point you might be thinking that I’m a true Disney fan-boy but that’s not the case.

I have always thought that Disneyland was a money first destination that played on it’s history of Mickey and Minnie and rinsed the public of their money - that’s probably still true but the quality definitely outweighs that negative view.

I was queuing up for the Toy Soldiers ride (it’s in the Toy Story area) with our youngest and my wife and at no point was there a dropped bit of litter, absolutely no cobwebs on any of the decorations in the lead up to the ride, no dust and the whole queuing experience was as close to being perfect as it could be.

No-one wants to queue for up to an hour for a ride but it’s going to be the way of the world when the whole resort is brimming with around 27,000 people per day.

It’s an interesting point when the whole place is operating from 8am through to about 10pm. There isn’t really any time for the place to be kept clean but it is.

These small details are important - and when you want the whole experience to be magical for your children, I can now see why people return year after year.

The whole place isn’t just a theme park - it’s an experience and it’s one which surprised me in more ways than one.

Why am I telling you this? Why tell you that I wasn’t a true, genuine fan?

// Creating Experiences

Disneyland’s immersive world is built through countless small, deliberate choices, with an unwavering focus on delivering those small details in the best way possible, just like it’s done for me, it’s sole purpose is focused on converting you to a lifelong fan.

It’s not just the big attractions or the fireworks shows that leave an impression - it’s the subtle touches, like hidden mice in unexpected places, the way the scents of pastries drift through Main Street, or how even the bins are designed specifically for each area. Every single detail is carefully planned to create a seamless, memorable experience.

This same principle applies to content creation.

If you want your content to stand out and resonate with your audience, attention to detail is non-negotiable - even if you’re a one-person business or a small operation without a large marketing team. When you put in the effort to get the little things right, you set yourself apart from the competition.

Details shape perception - whether it’s the design of your social media graphics, the tone in your email newsletters, or the consistency of your brand voice. These seemingly minor things accumulate to build trust, credibility, and an emotional connection with your audience. I have a consistent header image, I have a colour scheme I work to and I try to deliver on what I promise each week.

At Disneyland Paris, every detail - no matter how small, contributes to a greater experience - each element works together to craft an immersive world that makes guests feel special.

In the same way, your content should aim to create a seamless, meaningful experience for your audience.

Each touchpoint serves a purpose.

A well-thought-out email, a beautifully curated Instagram post, or a personalized thank-you message - these small interactions add up to create a stronger relationship with your ideal audience.

Even if your business is small, your content can have the same level of impact by focusing on those little things that make a big difference. The key is to be intentional about every detail, no matter how insignificant it may seem.

Just as Disney sweats the small stuff to craft magic, you can bring that same mindset to your content - whether it’s the perfect caption, a thoughtfully designed website, or a timely response to a customer query.

// Consistency = Recognition

When I write this newsletter, I try to write it in my voice. I have a conversation with the page and I try to explain the points I want to make by using stories in the right way.

When I post on social media, I also use the same voice.

I don’t want the smaller details to be different from one platform to another - the little things do matter. If I went from Disneyland through to Disney Studios and there wasn't a translation of quality and thought, there would be a disconnect. The little touches have to be carried across all the places you’re showing up.

The small touches, like using the same colours, similar font styles and even so much as a definitive profile picture mean that people will recognise your brand even if you’re not in the same space as normal.

At Disneyland, discovering subtle Easter eggs adds a layer of magic, rewarding those who pay close attention.

These unexpected details create memorable moments that build emotional connections and encourage repeat visits. In the same way, small, thoughtful touches in your content - like tailored customer shoutouts, sharing a helpful resource in a post, or sending personalized thank-you emails - will build loyalty and delight your audience. When I first joined the You Are the Media newsletter, I got a video greeting from Mark Masters which showed me that it was directly from him and he spoke to me by using my name and speaking directly to me through the camera.

These little moments may seem insignificant, but they foster loyalty and engagement. When people feel seen and valued, they are more likely to become advocates for your brand.

Much like me now, when I’m telling you about Disneyland - those who are delighted with you and how you deal with them just can’t help but tell others about their experience, a happy customer will spread the word about your business.

// Plan the Experience

I told you, I wasn’t sure if it was meticulous planning or whether it was through repeated re-iteration of finding out what works, it doesn’t really matter because Disneyland anticipates your every need at every turn - whether it’s strategically placed toilets, the exits from every ride flowing onto the next, smooth ride queues, or well-timed entertainment. You never have to think about what you need next because Disney has already planned for it.

Your content should do the same for others.

Thoughtful content anticipates questions, builds trust, and improves the their experience.

The same care applies to user-friendly design - a well-organized website or social media presence reflects your attention to detail, just like Disney’s park layout makes it easy to explore without frustration. When you design your content to serve your audience proactively, you reduce friction and increase the chance that they’ll engage more deeply with your brand.

There is a fine line between planning for the sake of planning and then implementation but you need to think about your audience’s experience and how you can elevate that to stand out from the rest.

You don’t need a full team or endless resources to create impactful content - just like Disneyland’s magic is built on a thousand small details, your content can shine through small but meaningful efforts. A high-quality blog post, a well-designed Instagram feed, or a consistent newsletter (like this one) can make a lasting impact over time.

Starting small but thoughtfully will set you apart from competitors who only focus on large campaigns or flashy trends.

Consistency and care matter more than volume, and small wins will compound into significant growth.

// Endgame

Disneyland Paris has shown me that attention to detail transforms experiences into something magical - I was a cynic when I turned up to the park on Friday but it’s converted me and this same principle applies to content creation.

Whether you run a solo business or manage a small team, focusing on the finer points - the little touches that delight, the thought that goes into every customer interaction, and the consistency across platforms - can set your business apart and build loyalty over time.

Just as Disneyland makes every guest feel like part of its story, your content can create experiences that invite your audience into your brand’s world.

By sweating the small stuff - whether it's a personalised email or a beautifully crafted social post - you’ll create magic in your own way.

Deliberate, thoughtful details make all the difference.