Archives for September 2010

Sep
30

Most amazing advertising campaign ever… or not

Advertising Agencies at Their Finest – is this where YOUR money is going?

Sep
30

How can you use long copy to sell pizza?

If you haven’t read my post about the Elephant Poop Hats, make sure you do (it is part 1 of the 2 part series)

Well, Richard Osiowy found a unique way.

In 1997 he moved to Calgary and went on a mission to find the perfect pizza… and was sadly disappointed in what he found.

So, he did what any entrepreneur would do… he came out with the best darned pizza creation possible.

And Coco Brooks was born.
(I love their tag line – it says a lot about what they stand for: A People Company Serving Pizza. )

Long copy pizza box

That's a lot of copy for a pizza box!


800,000 pizzas in 3 years and some very unusual concoctions like Egg ‘n Bacon Pizza, No Cheese Veggie Pizza, Louisiana Chicken Pizza, Banana Bread Pizza and Pizza Fruta.

But one thing he does that I have always found unusual was the use of long copy on his pizza boxes.

A combination of stories, quotes from famous people, advertisements for their store, and coupons to get them back… printed on every nook and cranny on their pizza boxes.

People love his pizza boxes as much as the pizza!

I know people that have photo copied the boxes. Collected them. Yet few if any pizza companies I know have copied them.

Opportunity I would say.

One story covers the entire bottom of the pizza box


Some pictures are attached here so you can see the sheer volume of copy on his boxes.

His customers love the copy – and on any given day you will see his restaurant packed and people head deep in reading the newest pizza box stories.

Quite an amazing sight.

And quite the unusual (yet effective) use of copy.

How could you use either the Coco Brooks approach on your packaging or website… or the Tilley use of elaborate details and stories of clients?

There is ALWAYS a way… when you think it through.

Both of these businesses sell products you can find anywhere… but they used the power of stories to stand out from the crowd, and to engage their clients to keep them coming back for more.

To your success,

Rowse the recruits and get them to write your copy for you

Troy White

PS: Don’t forget… the price on the Story Selling Coaching program goes up October 1st at 5pm. You won’t find a better value with a guarantee like that and 2-3 actual campaigns written during the event! Details for the Story Selling Coaching Program.

PPS: These articles were also posted on my weekly post at Clayton Makepeace’s site – Small Business Mastery

Even their menu reads like a magalog

18 pages of copy

Sep
28

85% of your leads want this before they buy

…time.

They just aren’t ready to buy right now.

Research has shown that only 15% of your leads are ready to buy in the next 90 days… all the others aren’t quite there yet.

So, are you bailing on them before they are ready?

Are you continually warming them up to you, your business, and your personality?

In my line of work, I am eyes-wide-open to see what and how people follow up with their leads.

I have found great breakthroughs this way.

…and I have found the big reason most businesses don’t succeed.

So what do you talk about with them for 18 months to keep them interested in you and your products or services?

– your background (why you got into this business in the first place)

– your reasons for staying in the business (things change – you are in it now for different reasons than the beginning… what are they?)

– your quirks, hobbies and unusual obsessions (people love to hear these things about you… it shows you are a real person)

– your differences in what you deliver and what makes your offering better than any and all other alternatives

– your family and off-work doings (one very well known marketer challenged me many ears ago about my constant discussions about family in my newsletters… I insisted he try it… flash forward to today and I notice he uses stories and photos of HIS family in EVERYTHING he does. Guess he tried it and liked the response he got :o)

– your successes and failures (do share both – no one likes a whiner, and no one likes a braggart)

Those alone could fill months worth of articles that create bonds.

The question is – will you glance them over, or will you do something with them?

My upcoming Story Selling Webinar series is designed for doers – people who are tired of talking, and are ready to get implementing.

If you need more cash flow – sign up now http://www.storysellingtips.com

The discounted price is coming to an end on October 1st.

Not only that, you can pay half now – and half AFTER you run your first Halloween campaign.

That means you can pay a measly $125 now, run a campaign like Fran did and pocket a cool $2,000 before paying your final $125.

Where else can you get 10 TIMES your money back in a month?

Right here – http://www.storysellingtips.com

Now is the time to ramp up your marketing for the holiday buying season.

…And now is the time to pick up the pace while everyone around you drops the ball and stops marketing because they ‘can’t afford it’.

It’s hard to say “I can’t afford it” when you can put down $1 and get $10 back in a month… right?

So get signed up!

I guarantee you will walk out with 2 completed campaigns and a newfound passion for selling through stories.

To your success,

Troy

PS: A couple other tidbits to stew on…

Fact #1: Data published by Accenture shows that the average company churns 50% of their customer base in 5 years. My guess is that it is actually much higher. Why? Because they surveyed companies that are somewhat consistent in their marketing. Most aren’t.

If you aren’t staying in touch, they leave.

Fact #2: 67% of your clients that DO leave and buy from your competition, do so because they don’t think you care about them. After all, they rarely hear from you, if at all. When they do – it’s pitch after pitch.

Sep
24

Elephant poop hats, and long copy pizza boxes

Fellow business builder,

I have a great entrepreneurial story to share with you today.

This holds keys to establishing a great story for your business, and on how to get your customers talking.

First, Elephant Poop Hats…

You may have never heard of Tilley Endurables.

They produce the world’s most durable hats, one of them was eaten and pooped out 3 TIMES by an elephant! That hat has become a central point in their marketing and that exact hat is now on display in their central store (still looking next to new).

Talk about a GREAT story.

30 years ago, Alexander Tilley had a moment of clarity while sailing. He was fed up with trying to find a decent sailing hat, and took it into his own hands to design the ultimate hat. After a few variations on design and durability he struck gold and found the magical combination of design, durability and downright good looks.

Next thing you know, other sailors were all over him to get one of their own.

Once they became THE essential piece of clothing for sailors, birders were next. Then hikers. And so on.

30 years later, Tilley Endurables has branched off into all kinds of durable travel goods, and can be found in 2,500 retail stores across the world.

How?

Stories.

Alex Tilley is a masterful story teller. He uses stories to engage his buyers. He uses stories to fill his 4-page owners manual (yes, a 4 page users manual, for a hat!).

Another type of story he uses involves intricate details on the design: “Most Tilley Hats are born from a process involving 41 steps, 23 sets of hands and 15 pieces of fabric/notions. All Hats and Caps are made in Canada with the exception of the TF1 Fedora and TOS1 Oslo Hats, which are handcrafted in the USA. The fabric for each Tilley Hat style is rigorously tested for durability, breathability, sun protection, comfort and of course, good looks!”

He gets his customers to share their stories as well: “We built our business on testimonials,” Tilley has said proudly. Examples like this are to be found in all their marketing: “I was walking east on West 78th Street in New York, as usual wearing my somewhat ancient Tilley original. A very well-hatted man was coming toward me. To my surprise, he gave a little bow and said… ‘Great hat!’.” M. Maclean, Toronto, Ontario

Brag tags anyone?

Tilley hats come with Brag Tags that you can give to people who admire your Tilley. The tag notes “Most Tilley wearers and the person beside you is a prime example, are interesting people of sterling character. It is well worth cultivating their acquaintance. To that end, you’ll be pleased to learn it is customary to provide the giver of Tilley Hat procurement information with a WARM HUG, OR STAND HIM OR HER TO A DRINK.”

Not only is that a great story to share, and to give, but it builds the buyer of the hat up to a high status that others desire for. Not only that, the owners manual tells you exactly HOW to use brag tags for maximum enjoyment (and where to find the secret pocket in your hat to store them, so you always have them on hand)!

To top it all off… a lifetime guarantee: “If your new purchase doesn’t fit, send it back. If the color doesn’t suit you, send it back. If a new item has not been worn or washed, we’ll cheerfully exchange it for one of the right size or color. If the new item isn’t quite what you expected, we’ll refund the purchase price.”

Is it any doubt that Alex Tilley ‘gets’ the power of a great story.

He has built an admirable business with the effective use of stories… you can too.

How can you use long copy to sell pizza?

Next time I am going to share with you a story of a fantastic business that COVERS their pizza boxes with long copy. Copy everywhere. Top, bottom, inside and out. They get it – you will too.

Watch for it and I will show you exactly how they do it (along with pictures) and show you the impact it has on their business (including the unusual things their customers do to keep these pizza boxes.

Last, seriously consider joining the Story Selling program that starts soon.

This is a 6 week, interactive webinar series.

It will be a smaller group so I can give personalized attention to your stories, your campaigns and your progress.

…You will take part in the webinars.

…You get the recordings and transcripts.

…You get all the bonuses, checklists, tools and special reports.

…And you get a minimum of 2 campaigns written during the program (you write them while we go through the program).

If you are ready to take your marketing to the next level of persuasiveness, join us.

http://www.storysellingtips.com

If you understand the amount of money you can make in a single campaign, let alone two of them like you get in this program, you know that the special $247 price I am offering this to you for is a no-brainer (one client of mine, who took a workshop from me before, was instantly able to have $1,000 days when she used tools like what you get here. Previously she never made that I a month.)

I am only offering this for the next 10 days (go figure where the 10 came from). After that it goes up to the price of $347.

Not only that, I am only able to accommodate a small group of 40 for this program.

All the details are here >>> Story Selling

The best part?

You actually walk out of the program, not only with a skill that will help you profit for years to come, but you also write 2 promotions while you are in the program!

Hope to see you there soon.

Troy

PS: We are going to have some fun in this program! Complete with contests for best stories, best promotions, etc. A great way to meet people and craft your perfect signature story that will make you moola for many years to come.

Join us and see all the details here http://www.storysellingtips.com

Sep
21

Watch as I embarrass myself today

I have a funny and embarrassing picture for you.

I let my daughters give me a makeover a while back (yes – complete with hair clips and makeup, unfortunately).

The makeover was awful… but the girls had a blast.

…Despite all the pulled hair and thick makeup applied – I managed to survive without any long lasting damage.

Troy White in a Marketing Makeover
And I had a great idea while cleaning off the mess.

Why not help my clients makeover their marketing?

…The perfect place to test a few things… my new Story Selling program.

You know as well as I do that a good story is absolutely critical for your business to stand out from the crowd.

A good story:

…helps you connect one-on-one with your prospects and clients

…helps others see things from your point of view

…helps you write more compelling articles, blog posts and marketing materials

Great story tellers:

…build highly successful businesses (like J Peterman, who I have written about before. He had a massively successful business built on stories, but destroyed his success with too much expansion , too quickly).

The problem?

Most people are not natural story tellers. I’m not. Not many people i know are. But a great story teller always has a listening audience nearby.

I can tell a decent story now in my client’s marketing campaigns, but I still am not the type that is the life of the party while I tell story after story.

But i have learned how to weave in persuasive stories into my copy.

…For articles… Blog posts… Autoresponders… Direct mail…web page copy… Email campaigns… Social media campaigns… Postcards… And so on

My Story Selling Program is about to begin…and I want to work with you.

First… The ultimate story in my life.
…My daughters.

As you may know, they are identical twins and were born at a whopping 3 pounds each. Tiny tiny little girls that have grown far too fast for my liking.

Guess what’s coming up?

Their 10th birthday. And it falls on 10/10/10…

…I don’t think there is a cooler birthday out there!

Turning 10 on 10/10/10 is worthy of a party… An Alice In Wonderland party.

In honor of their magical birthday I want to extend to you a very special pre-launch special on the Story Selling clinic.

This is a 6 week, interactive webinar series.

It will be a smaller group so I can give personalized attention to your stories, your campaigns and your progress.

…You will take part in the webinars.

…You get the recordings and transcripts.

…You get all the bonuses, checklists, tools and special reports.

…And you get a minimum of 2 campaigns written during the program (you write them while we go through the program).

If you are ready to take your marketing to the next level of persuasiveness, join us.

http://www.storysellingtips.com

If you understand the amount of money you can make in a single campaign, let alone two of them like you get in this program, you know that the special $247 price I am offering this to you for is a no-brainer (one client of mine, who took a workshop from me before, was instantly able to have $1,000 days when she used tools like what you get here. Previously she never made that I a month.)

I am only offering this for the next 10 days (go figure where the 10 came from). After that it goes up to the price of $347.

Not only that, I am only able to accommodate a small group of 40 for this program.

All the details are here >>> Story Selling Club

The best part?

You actually walk out of the program, not only with a skill that will help you profit for years to come, but you also write 2 promotions while you are in the program!

Hope to see you there soon.

Troy

PS: We are going to have some fun in this program! Complete with contests for best stories, best promotions, etc. A great way to meet people and craft your perfect signature story that will make you moola for many years to come.

Join us and see all the details here http://www.storysellingtips.com

Sep
17

An Ode To Entrepreneurs

Fellow Business-Builder,

This week’s article is designed to inspire and help entrepreneurs who feel a little lost right now.

I hear from them daily.

They feel alone. They are confused. They are concerned. They don’t know where to turn. And they need a lift up.

This is for you if you’re an entrepreneur (or one in the making) …

We are the dreamers.
The visionaries.
The doers.

We are your neighbours.
Your friends.
Or your family.

We pursue our dreams, rather than letting them die a slow death.
We’ve learned to ignore the negative people in our lives.

We know we are different.
And we relish in it.

We are unemployable.

We are good people.
We are writers.
Artists.
Technicians.
Directors and creatives.

We have a disdain for bureaucracy and red tape.

We love to build and enjoy our creations.

We are most definitely off the wall.
…Yet the most sane of them all.

We are passionate about our trade.
Yet we realize most people would never leave the ‘security’ of a job to live their dreams like we do.

We are the biggest employers out there.
We stick to it, amidst economic turmoil and media frenzied trash talking.

Thank the entrepreneurs that you know.
Tell them to keep on plugging and building.

Embrace the entrepreneurial spirit.
We are the future.

If entrepreneurs like you and I keep on doing what we do best, wealth creation continues.

If we let governments take away, and tax, our ability to create ventures, wealth will disappear into the deep dark corridors of your local city hall.

How do you define entrepreneurs?

What are YOUR quirks, your all-encompassing character traits?

Please share your thoughts on entrepreneurship and what drives those in your life.

Then share this with others you know … entrepreneurship can, in many cases, be a very lonely journey. And sometimes all we need is a lift up from a few like-minded friends around us.

You are our future.

And your entrepreneurial spirit is what will drive the legacy you leave to all future generations.

NOW is the time to step out and do bigger and better things.

Get over the fear … and just try it.

Amidst all the craziness out there, is a great opportunity to stand strong and grow faster than you ever thought possible.

But you need to embrace that you and I ARE different. Entrepreneurs are a unique bunch … and we need to support each other in our quest for success.

Sometimes that support comes bundled up with some encouragement, other times it comes rolled up like a blueprint.

If you know an entrepreneur who needs a little nudge right now, please send them this article – and make sure you leave your comments below.

What makes YOU unique as an entrepreneur? What drives you? And what BIG things do you have planned for the coming year?

This wasn’t the traditional article from me, but I think deep inside here is the real key to your entrepreneurial dream coming to fruition.

I hope you share your thoughts on this below …

To your success,

Troy White

PS: I originally wrote this for the Clayton Makepeace Total Package Blog, which I post for every week at www.smallbusinessmastery.com