Archives for July 2014

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…
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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