I don't think it was even that deep on the part of Goebbels. First and foremost, he became powerful and rich by hitching his wagon to Hitler's star early in the game. Actually doing his job/function was easy: he lied. Continually. In fact, his signature tool was "The Big Lie." Paradoxically, people are often more willing to swallow a big lie rather than a small one, especially if the former is repeated often enough.

 

Look at how MAGA uses the Big Lie. The 2020 election was rigged. We're being flooded by illegal immigrants and they're all criminals. Haitian immigrants are eating cats. Et cetera. All obviously bullshit, but repeated over and over so that many people believe it.

 

It's a crude tactic that works.