Jul
18

Why I “blackball” ego-driven clients

It always amazes me.

I’ve ranted about it before, but something happened yesterday that holds a great marketing lesson.

A strong self-worth and level of confidence is essential in business today.

Thin skinned entrepreneurs are a dime a dozen and won’t last long in business without ‘thickening up’.

Here’s why ego-driven entrepreneurs and I don’t get along:

Sometimes I take on client work that looks interesting and has potential to be a breakthrough winner for all involved. We go through the research phase, the discovery phase, we find the hot buttons and the unique difference they have in the marketplace (your ONE unique ‘thing’ is KEY to your success).

I write the copy campaigns for them that positions them differently and correctly, based on what I uncovered.

Then their ego kicks in.

“We can’t use copy like that! It’s too different than what we’re used to. Our clients won’t like it. It’s actually (gasp) selling something rather than lathering on free content like we’ve always done”

{insert other whiney, ego-driven excuse here}

I’ve been in this business for 13 years, and have helped my clients make millions of dollars in all kinds of industries and niches (last count was 31 niches I believe).

During those 156 months, I’ve always had the same guarantee.

I write the best copy for my client, based on what I think they should be testing.

They test it in front of a pre-determined number of potential buyers (has to be a sufficient number or the test isn’t valid).

If the copy doesn’t work - I rewrite it and test a NEW approach.

BUT… some ego-driven entrepreneurs REFUSE to test the copy for the reasons above.

Think about this…

…what they were doing before DIDN’T WORK… so they hired me to try a new approach (which has made my clients millions).

As soon as I write the copy I think will work – they are now copywriting experts and just “know” it won’t work.

Bull sheet.

I will rewrite it if it is proven to not work – but I refuse to rewrite it if they don’t test it.

Which causes ego-driven conflict.

You ask the best and most successful business owners in the world if everything they tested (key word) worked.

Of course not.

Sometimes the things they ‘knew’ would work – BOMBED.

Sometimes the stupidest ideas – MEGA SUCCESS.

Nobody knows what will work until it is tested.

I’ve written a lot of story-based campaigns for clients and they often provide HUGE cash flow surges for them – when they test them!

They are uncomfortable testing them (most entrepreneurs don’t like sharing personal stories – even through they are PROVEN to increase revenues).

So I never rewrite copy unless tested – and I never refund on copy work. My time is as valuable as yours – and I’m willing to rework the copy till it gets the conversion.

 

THE LESSON?

Your ego is WRONG.

You need to TEST MORE WACKY IDEAS.

The ONLY way to know – is to try it.

Last… your ego is WRONG.

Ego-driven marketing decisions almost always fail.

But test-based marketing decisions ultimate always find a solution.

And story-based copy can always be made to work and be profitable.

Drop the ego and start testing more stories in your copy.

Jeremy wrote a story for a bakery and took their single page of web copy from $500 a month income to $15,000 a month!

One page.

One story.

Pretty simple.

And my Story Selling System is the foundation that’ll help you get YOUR story cranking out the revenues like you want!

The home study program details are here
http://www.storysellingtips.com

You can grab the home study there if you like for a small
investment of less than a hundred bucks.

One breakthrough could easily make you 10 times that in the next
week.

 

BUT, if you want more help – here’s an option for you…

..9 entrepreneurs can get the same system that I’ve used to
help my clients make millions.

 

You get the Story Selling Home Study program – AND we will do 3
calls as a small group to help you get the makeover and results you
want.

Your core story – nailed.

Your one thing – nailed.

Your best sales growth strategy – nailed.

Think about the results that the businesses above get in just a
short period of time using these strategies…

…YOU’RE NEXT.

Grab a spot here and let’s turn the next few months of 2014
your most profitable yet.

9 spots – grab one now…

https://responsivedm.infusionsoft.com/app/orderForms/Story-Selling-Sales-Makeover

(just change the quantity if you only want one option or the other).

To your turnaround success.

Troy White

- – -

Just a quick reminder that you had signed up on one of my webpages
to receive marketing tips and updates.

If you do not like my style, or just want to get off this list, one simple click
at the link below looks after it…
.

 

Jul
17

Titanium Profit Triplets: Gordon Ramsay, Marcus Lemonis, Jon Taffer

 

If you’re an entrepreneur, you have GOT to be watching these 3 masters at work.

Gordon Ramsay

Gordon Ramsay

There are some common threads within the Kitchen Nightmares, Bar Rescue and The Profit shows that can help you build your business quickly.

First off – the speak their mind and have developed truly thick skin to criticism. Not one of them cares what others think of them (customers they care about – but they don’t care about the entrepreneurs they work with).

They are there for ONE thing only – help turn those businesses around…

…in record time.

Gordon Ramsay – 5-7 days
Jon Taffer – 5-7 days
Marcus Meonis – 7-30 days

In less than a month these 3 maestros conduct an orchestrated turnaround that’s spell binding.

They focus on:

* Finding the ONE THING the business is either excellent at – or CAN BECOME excellent at. They don’t narrow it down to 5 things (most of the businesses they turn around initially think they are pros at everything they do – they aren’t).

The find the one thing – they refine it – perfect it – package it – and focus their entire sales message around that ONE THING.

Jon-Taffer

Jon Taffer

(probably the most important lesson I think for all entrepreneurs).
* They clean up their act and work on the professionalism. They ‘packaging’ of what they sell, and how they sell it is everything. This means they simplify the menus (going back to point 1 above, success is about selling your best thing – not trying to have 45 things on the menu you do in a mediocre manner).
* Back to basics. Everything is broken down to the basics. Serving skills. Pouring skills. Customer service skills. Menu simplification. Basic sells – complex or convoluted choices confuse your customers.
* Drop the damn ego. It amazes me how many of these businesses, ones in SERIOUS financial trouble, ask for help but let their ego get in the way of help being delivered. As soon as one of the 3 turnaround experts tells the owner what they are going to do with the turnaround, the business owner’s ego swells up and they instantly seem to know more about the business than anyone else.

It costs them their dreams if ego wins out over marketing and sales strategies that work.

I see it ALL the time with sales copy and marketing help. They hire an expert – and become an instant expert (that of course knows more than the hired expert) the second suggestions are made.
* Shake stuff up FAST. When a business is in trouble, these 3 experts come in and redefine what they are, what they sell, and what they are the best-of-the-best at.

Marcus Lemonis

Marcus Lemonis

It all happens quickly.

It shakes people up.

But the customers LOVE IT!

These 3 guys all have similar systems they use to do rapid business turnarounds.

Those that listen, see 30%+ revenue growth in a short period of time.

Those that don’t listen, go back to living the same dreary existence they used to.
What about you?

Are you in need of a rapid turnaround?

To have a complete makeover to focus on your one greatest and most profitable asset?

Over the past few months, I’ve been doing some work in the B2B Makeover space.

I’ve found some incredible new methods for uncovering and repackaging what, how, and to who you sell.

And I want to help you out using this system.

My Story Selling program is the foundation for what determines the success of any aspiring business makeover.

The home study program details are here http://www.storysellingtips.com

You can grab the home study there if you like for a small investment of less than a hundred bucks.

One breakthrough could easily make you 10 times that in the next week.

BUT, if you want more help – here’s an option for you…

…9 entrepreneurs can get the same system that I’ve used to help my clients make millions.

You get the Story Selling Home Study program – AND we will do 3 calls as a small group to help you get the makeover and results you want.

Your core story – nailed.

Your one thing – nailed.

Your best sales growth strategy – nailed.

Think about the results that the businesses above get in just a short period of time using these strategies…

…YOU’RE NEXT.

Grab a spot here and let’s turn the next few months of 2014 your most profitable yet.

9 spots – grab one now…

https://responsivedm.infusionsoft.com/app/orderForms/Story-Selling-Sales-Makeover

(just change the quantity if you only want one option or the other).

To your turnaround success.

Troy

Jun
26

Summer Solstice 50% OFF Marketing Campaign Sale (plus how I lost 30pds of fat)

Summertime is here and NOW is the time to ramp up your marketing.

Over the past 13 years, I’ve developed specific tools to help
my clients attract new leads and improve their cash flow.
My #1 seller and resource that helps?
The Cash Flow Calendar.
This is the ultimate tool for those who want to do more marketing,
but aren’t sure how to get it done, or what to use as part of the
promotion.
The 2014 Cash Flow Calendar has well over 1,200 marketing and
wacky promotional ideas to keep you busy and keep your cash flow
rolling this summer.
* * * The 2014 Cash Flow Calendar is on sale for 50% off * * *
Go to http://cashflowcalendars.com/ for full details
(use discount code cfc50 to get your discount)
Or directly to get your discount, go to:
https://responsivedm.infusionsoft.com/app/orderForms/d63e5173-e573-479f-9eb1-829749fc7a30
(use discount code cfc50 to get your discount)
One promotion campaign from the Calendar made Graham $11,500,
another made Doc Carney $11,000…

…what can it do for you?

* The promotions could be for a sale.
* For a launch.
* For a fun event.
* For a customer appreciation party.
* Or just to get some free publicity.
* As a co-operative promotion with other like-minded businesses
* As a seminar or workshop
* As a theme party you throw for all the photos and videos you
could use
Or any one of a hundred different reasons to get your customers
and prospects interacting with you.
Grab your 50% off deal now.
Troy
PS: Here’s an unusual interview of me for you.
Everything NON Marketing revealed… especially how I lost 30 pds
in fat, got back into competitive kickboxing (at 45 yrs old), and
have won far more fights than I lost… in just the past 8 months!
PLUS, how I gave my daughters the gift of fitness.
This site has interviews with all kinds of fitness freaks, me
being one of them.
My interview runs tomorrow (Friday) – grab it free here -
Here’s their write-up about my interview:
But this 45-year old father of twin 13-year old girls is also a second degree
blackbelt in tae Kwon do, and a self confessed fitness freak who has recently
renewed his commitment to exercise and healthy eating, taken up competitive
Kickboxing and Muay Tai … and in the process has lost over 30 pounds of fat,
and packed on 20 pounds of lean muscle. Troy will be discussing ”balance” in,
and between, Life and Business.
Jun
23

Summertime “Vasectomy nights” promotions and other wacky ideas

What is one of the most creative industries
for fun (and profitable) promotions?

The sports industry.

And YES, it does apply to you.

No matter what field we are talking about (pun intended), the
ideas behind these promotions could easily be changed to fit your
own.

The sports marketing industry is very creative and they have to
draw a lot of people out to their games… so their marketing had
better be good!

Imagine if you had to get 10,000 people to pay you money every
single week or month… what would you do?

Many with the marketing mindset aim for product launches and
successful campaigns for single products.  But what would you do
if you had a weekly event to sell out that delivered pretty well
the same experience?

*  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *
 50% OFF SUMMERTIME CASH FLOW SPECIAL

Well over 1,200 marketing and wacky promotional
ideas to keep you busy and keep your cash flow
rolling this summer.

The 2014 Cash Flow Calendar is on sale for 50% off.

Go to http://cashflowcalendars.com/ for full details
(use discount code cfc50 to get your discount)

Or directly to get started to:
https://responsivedm.infusionsoft.com/app/orderForms/d63e5173-e573-479f-9eb1-829749fc7a30
(use discount code cfc50 to get your discount)

One promotion campaign from the Calendar made Graham $11,500,
another made Doc Carney $11,000…

…what can it do for you?

Grab your 50% off deal now.

*  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *

Here are some great ideas that sports teams have used to get
people through the gates, money in hand.

As you go through these, PLEASE start thinking about how you
could make one or more of them work in your business.

I guarantee they could… if you try.

* The promotions could be for a sale.
* For a launch.
* For a fun event.
* For a customer appreciation party.
* Or just to get some free publicity.
* As a co-operative promotion with other like-minded businesses
* As a seminar or workshop
* As a theme party you throw for all the photos and videos you
could use

Or any one of a hundred different reasons to get your customers
and prospects interacting with you.

=========================
Wacky Marketing from the field
=========================

Bald head night: anyone who has their head shaved gets in for
free.

Mustache Appreciation Night: Fresno Grizzlies fans were
encouraged to grow mustaches. They also were incented to
encourage their friends to contribute $ to a worthy cause as part
of the promotion.  Contests were also held for ”best in show,”
“best Tom Selleck look-alike,” and most pathetic attempt at a
mustache.  Great times - and great results.

Second Chance Night: Probation officers got in for free.  As well
as anyone who  brought in a traffic ticket and promised to never
do it again also got in for free.

Kevin Federline Night: The first 3,000 fans got free temporary
K-Fed tattoos. They also got to watch videos of K-Feds rise
through the ranks, and a dance contest between the dance troop to
which Kevin Federline once belonged and the Grizzlies’
mascot.

The Hagerstown (Maryland) Suns had a McDreamy Day: Everyone was
encouraged to dress the medical part… and to know their medical
lingo to win prizes.

Or what about Anger management night - held by the Augusta
(Georgia) Green Jackets.  One of their rival teams manager had a
meltdown… so let’s turn it into a promotion! They offered the
first 250 fans free stress  balls and DVDs of the movie Anger
Management.

[Look at all the new movies out and coming out on dvd - is there
any way you can tie a promotion into the theme of the movie? The
newest as of this week: 50/50, Money Ball, Abduction, Dolphin
Tale, Lion King 3D, Courageous, Drive, Limelight, The Debt, to
name just a few]

How can you go wrong with a Britney Spears promo?  She certainly
gives us all lots of great opportunity to make fun of her antics.
The Newark (New Jersey) Bears held a Britney Spears Baby Safety
Night. Anyone who dressed as a baby, brought a baby toy, or
brought an actual baby got in for free. Everybody else that
attended received a brochure about baby safety.

[NOTE: before you get uptight about how "hokey" or
"unprofessional" these events sound... remember how many
TICKETS they sold.  Thousands and thousands of tickets sold
per event.

They didn't worry about the "hokeyness" of the event... they
cared about the newsworthy parts of the promotion only. News
and buzz gets people talking about buying... these events did
everything you and I should be aiming for!]

The San Antonio Missions held a Used Car Night and gave away a
dozen luxury used automobiles randomly.

Or how about the Southwest Michigan Devil Rays and their College
Course Giveaway Night?  Each fan received a free three-credit
course of their choice at nearby Kellogg Community College.

The Charleston RiverDogs minor league baseball team is a master
at using wacky promotions to get people in the seats.  Some of
their events: a Run, Forrest, Run 5-K Race; My Hot Dog Is Green
Night and Salute to the G-string Night in which select fans will
receive a G-string.

Great cartoon from dontfixit.org

Great cartoon from dontfixit.org

Get this… they even had a Vasectomy Night where a lucky male
fan would win a vasectomy. That was canceled after management
received complaints.

========================
Talk about getting some press!
========================

Or this: they even staged a Nobody Night, locking out fans at the
door as the club attempted to set a minor league record for
lowest attendance at a game.

Steal of a deal. Recessionary promotion gone wild with the
Minnesota twins offering an entire season (81 games) for only
$250.  Comparable seats in New York go for $250 per seat - per
game.

Hungry fans unite! The Athletics, Orioles, Rangers, Royals,
Braves, Dodgers and Padres all have designated All-You-Can Eat
sections for fans hungry to see more than a game. Ranging from
$30 - $45 per person to eat their way through the game.

Musical fan fare.  The Pirates have offered up REO Speedwagon and
Collective Soul and the Marlins offer KC and the Sunshine
Band.   The Devil Rays have the most interesting series
featuring The Commodores, Trace Adkins, Kool And The Gang, LL
Cool J and MC Hammer. (could you not offer something like this in
any of your promotions with lesser know artists?)

Luring them in. The Twins promotion department hooked some new
fans by offering a Joe Mauer fishing lure. Only available to the
first 5,000 fans, this was a run away winner.

==================================
How about some NON sports promotions?
==================================

What about the Beer-for-Bags event, which the company promoted
that they would accept beer for merchandise. They grew their
sales by 20% using this promotion (including all the free
publicity they received as well).  The company hopes to make

“Beer For Bags” an annual event, as it is in Australia.
Gonigam’s World Furniture Mall near Chicago offered customers up
to $10,000 of free furniture if the Chicago Bears shut out the
Green Bay Packers (which they did).  The company had prize
reimbursement insurance to cover their backs.  They saw huge
traffic growth to their site and an increasing amount of new
sales to people who never bought from them before.

Long John Silver’s offered to give customers free ”Giant Shrimp”
if NASA found conclusive evidence of an ocean on Mars.

This is a great list you could use anytime you need a promotion.

====================
The key is to MAKE IT FIT.
====================

I realize 99% of those who read this blog are NOT in the sports
marketing business. But… so what?  Why can’t you put some time
and effort into this list and find some ways to use these ideas?

Keep your eyes on the local news, industry news, Hollywood
movies, strange trends, technology trends, and pretty well
anything you see on the covers of the magazines like Star,
National Enquirer, The Globe, etc (those are the ones the
majority of the population reads… and you should be finding a
way to tie into them!)

All it takes is some effort - and the results could be
exceptional.

You won’t know until you try… right?

Thanks again.

To your success,

Troy White

PS:  Speaking of Wacky Promotions… the new and MAJORLY improved
2014 Cash Flow Calendars at 50% OFF right now!

Thousands of wacky and creative marketing ideas - many of them
with done-for-you marketing campaigns ALREADY WRITTEN.

If you can copy and paste, you can use these to grow your cash flow.

Go to http://cashflowcalendars.com/ for full details
(use discount code cfc50 to get your discount)

Or directly to get started to:
https://responsivedm.infusionsoft.com/app/orderForms/d63e5173-e573-479f-9eb1-829749fc7a30
(use discount code cfc50 to get your discount)

One promotion campaign from the Calendar made Graham $11,500,
another made Doc Carney $11,000…

…what can it do for you?

Grab your 50% off deal now.

Jun
18

Webinar replay avail – how he makes over $384k per client/yr

One man…

One million dollars a year with a select few clients…

How does he do it?

Dan and I talked for 90 minutes about the challenges that
many entrepreneurs face right now, and how you can tap
into this underground opportunity.

We talked about problems, opportunities, and simple ways
you can make the most of them (including the difference
between simple and easy)

…And what does the formula below mean and why is it so
critical to
your income and wealth?

IEP + (MVP X CSP) + SDM = Income & Wealth
Click here to watch the REPLAY and find out all the
answers…

>>> www.equityincomeformula.com/troyreplay

I have to say I’m really shocked by the turnout yesterday. The
masterclass was full 10 minutes before it even began.

We received a flood of emails from people who missed the
masterclass, asking for a REPLAY.

I just uploaded the Webinar Replay for you here (valid until Sunday):

>>> www.equityincomeformula.com/troyreplay

It’s over 90 minutes long and the feedback has been AMAZING :-)

Enjoy!

Troy

PS: Once you watch this, you have a choice to take the advice
and run with it on your own, or get help fast tracking it.

If you want help, let Dan and I know asap.

.
Jun
16

A surprising way to build full-time income streams

Sometimes the least likely of places hide the most amazing sources of business acumen and income.

This is one of them.

I wish I knew how to do this 13 years ago when I started
the business I run now!

It would have made my life easier, my bank account bigger,
and my portfolio of assets enviable.

But… better late than never!

Tomorrow Dan is revealing the formula that he uses to make
over $1MM a year on part time investment of time.

If you are a coach, consultant, author, speaker, copywriter or a
service professional (such as a local marketer or social media
manager), then this masterclass will be extremely valuable to you.

If you haven’t checked it out yet, go here to learn more about
the masterclass. http://www.thebusinessblueprint.com

EVERYTHING REVEALED, NO CHARGE.

On Tuesday, June 17th at 4 PM Pacific time, we’ll be walking you through
exactly how the formula works …in real time, live.

Here’s a glimpse of what you’ll learn in your masterclass:
 
===> Discover a totally unique way to get incredible results
for your clients while working less than ever.

===> How to finally get paid what you’re worth without having to
worry about price being an issue

===> An unusual way to ”leverage” your expertise and knowledge
to create multiple streams of residual income and build long-term
wealth without creating a single product

===> A unique step-step formula for attracting clients that allows
you to only attract motivated ideal prospects who know the value
of what you’re offering, and are predisposed to trust you.

===> Quickly and easily get clients to appreciate your value and
gladly pay you what you’re worth without being salesy or pushy

===> How you can break free from the ”trading time for money”
trap and take extend vacations and generate income while you
spend time with your family, relax on the beach or go on an
adventure with friends

==> and much, much more…

Again, claim your spot at the masterclass class here >>>

http://www.thebusinessblueprint.com

Talk to you then.

Troy

P.S. I think you’ll find this training to be very valuable. Dan and I
literally walk you through everything he has done to build his
business up to $1,000,000.00 a year.
http://www.thebusinessblueprint.com

The final piece in the puzzle... tomorrow

The final piece in the puzzle… tomorrow