My marketing assistant Casino - always on the job looking for bizarre marketing ideas

You also know I am constantly on the lookout for unusual marketing ideas that you and I can modify for our own.

It is the EASIEST way to find breakthroughs in your own business.

Find something that works in another industry…

…modify it to suit your own.

Hence the problem.

“It doesn’t apply to me [insert nasally whining noise here]….” or “my business is different [whining voice]” or “my customers are far too sophisticated for this nonsense ” [snide comment and whining voice all in one]”

If you have ever found yourself making those excuses…

…you have a choice.

Continue making up excuses (and you should probably stop reading because nothing I would share with you is good enough for you…).

…or you can start taking this idea seriously.

REAL breakthroughs come from taking something that worked elsewhere, and finding a new or un-thought-of application for it.

For example, here are a bunch of weird, whacky, and wonderfully delicious ideas for you consider:

1) YOGA anyone?  How do Yoga and Airports fit together?  They don’t would be the excuse of the excuse-makers.  But this airport not only found a use for it… they found a fan-base for it (and the key to marketing is to build a fan-base and let THEM help you spread the word
http://www.reuters.com/article/2012/01/30/us-fitness-yoga-airport-idUSTRE80T1MY20120130?feedType=RSS&feedName=oddlyEnoughNews&rpc=935

2) Mystery brown-paper packages, physical books (gasp! not an ebook?) and a wonderful mailing list to be on.  Some years ago there was a company in the city I am in that sold a gift membership for kids. Each month they child got a purple present in the mail – always a surprise – and always a wonderful treat for someone who thrives on imagination and fun.  Hint, hint – so do your clients! (how can you make surprise gifts or membership ideas for your clients?)
http://www.springwise.com/lifestyle_leisure/slovenian-library-creates-surprise-book-packs-based-genre/

3) Palm readers and Chinese school children.  Yes – they DO go together and parents have “flocked to palm readers” for the test.
http://www.calgarysun.com/2012/01/31/chinese-tots-subjected-to-palm-reading

4) Tampons and customized marketing messages, with a little bit of song and dance. This was sent to me by a fellow reader of this newsletter (thanks Kim Small!).  Fill in your name and watch what happens…truly awweesome and easily replicatable for all businesses.
http://www.obtampons.ca/apology

5) Neiman Marcus and $1 million dollar fountains.  These guys get it!  Yes, their clients are affluent… but the attention they draw brings in people from all walks of life. And then they offer those people something from EVERY price point imaginable. (HINT).

Long time read, subscriber and friend Xenia Stanford shared this:

“Checked Christmas Catalog from Neiman Marcus. The his and hers gift were matching dancing fountains for a mere 1 milion. There is only one such item (exclusivity) and the company comes to the estate of the buyer or gift recipient to install them. Another one time gift was the opportunity to be the maestro of aquatic ceremonies at the Fountain of Bellagio. The price tag only 1/2 million. There was also an edible gingerbread house large enough for children (maybe adults too) to fit in. The size of a large playhouse I think. Not sure of price tag. Catalog is still up at http://www.neimanmarcus.com/category.jsp?itemId=cat41900753 – also search on the site for fantasy gifts.

Not quite Pando poop but the idea is still there – something to talk about and bring attention to the company.”

So… have I lost you?

Or inspired you?

The list is unusual… and all over the map.

Which is EXACTLY my point.

If you took this list of ideas – studied each of them – and got the trusty old pad of paper out to jot down ideas…

…you may just find something BIG for your marketing, for your product offering, or for free media attention.

Not a bad trade for an hour or two of your time.

So, more excuses…or bigger and better ideas?

The choice is yours.

Hope this gets that brain moving today.

Chow for now,

Troy

PS: The Story Selling Home Study Coaching program http://www.storysellingtips.com should be ready by Friday and is an incredible way to introduce your clients and prospects to your backstories… where your real money will be made.

If you aren’t trying to fail, you will never succeed.

In fact, the faster you fail – that faster you will find success.

Money loves speed.

The more speed you have in your business, the more you will attract money. And the best way I can say it is “TAKE IT SERIOUSLY!” Don’t pretend you will try one thing this week and another thing next week. Take 10 things and try 2 of them a day! MAKE the time. If you want serious change in your life and business – make a serious change!

Me?

Many times I feel like my head is swimming as I have so many things on the go at once. But it has reaped great rewards for me in a short period of time

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Some of my daily actions I take – and I recommend you do too:
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1) Habits - get up early and write. Huge rewards. I had a 6 month span where all I did was wake up at 5:30 am and I would write for 2 hours before my kids got up. I got so much done in an average week just from that alone.

You can easily write 2 books a year at that speed. If you don’t want to write – read a motivational or uplifting book (non-fiction). BUT, I can say this: writing every day will turn into the most profitable habit you ever have! You can use these writings in numerous ways in your business, and the rewards will be great.

2) Nutrition - find what works best for you for energy, and a clear mind. Eat fruit only in the mornings is a great way to feel good and clear – and keep a healthy system going. One fabulous tip I learned was the 3 apple a day technique. 3 apples a day is an excellent health foundation that will keep you healthy. Eat them throughout your morning (with no other foods) or spread the apples out so you eat one an hour before each meal. Try it for a couple weeks and see for yourself how good you feel.

3) Exercise. Guilty! I put on 30 pounds when quit my corporate job to work on my own. At the time I was doing 5 days a week of kickboxing and Muay Thai, and went from that to sitting at a desk all the time.

5.5 years ago I got back into marital arts (Tae Kwon Do now – First Degree Belt, working on second), and LOVE IT! Averaging 4 times a week gives me a great escape and a fantastic calorie burning regiment. I also walk Casino, my trusty marketing assistant (and dog) twice a day for a fast paced 30 minute walk that gets my heart racing. That “rush” feeling from a great workout is something that I missed deeply and look forward to experiencing every chance I get. Find something, anything, that helps you work up a sweat. 3 times a week for 30-60 minutes at a time is the perfect start.

4) Hire a coach. Years ago, those in business didn’t quite get this. Athletes made sense – but business? Now it is more commonly understood and adhered to. And it makes sense.

Coaches can see things you can’t – both good and bad. They can motivate you. They can hold you accountable to your actions and promises. And they can make it happen for you, versus stumbling along trying to tackle it all yourself.

My thoughts: hire one making much more money than you. And check their references. I made the mistake of hiring one once that sounded good on paper, but was a disaster as a coach. I now have one who is phenomenal and I suggest you find one too. If you are interested, I have a small coaching program I run for a select group of people. It is not cheap – and you will be held accountable for your own results. But those results can be fabulous!

5) Read – lots. I am guilt of reading too many business books – and too few novels. I think the advice to read 4 business books for every 1 novel is a good one. Business books – the reason is self explanatory (remember the one big idea philosophy). Novels – because you need to expand your mind and because much of what makes for a successful business involves building character into your marketing and day-to-day operations. Novels provide you with exceptional character building ideas… if you put your mind to it.

6) Invest in seminars. But be careful. Seminars can be a very powerful way to fire yourself up, meet incredible entrepreneurs, and discover techniques to grow your business that you may have never even thought of before. But, make sure the speakers are all high quality success stories. Make sure there is some form of a guarantee. And make sure the seminar promises to help you with your existing business, not distract you with another business “opportunity”. Those are a dime-a-dozen, and are not the answer to success.

Learn as much as you can about marketing, advertising, and the mindset of the successful.
Master those 3 and you will succeed in any business you decide to take up.

7) Start or join a mastermind… preferably more than one. If you haven’t read Think and Grow Rich by Napoleon Hill, go get it! It is only $10 new, and you can probably find one at your local used book store. That one single book has created more millionaires than any other book in existence… you think there may be an idea or two for you in there? Damn rights! One of the best ones is the mastermind principle.

In a nutshell: meet regularly (bi-weekly or monthly preferred) with 3 to 5 other driven entrepreneurs. Discuss your business challenges, and ask for suggestions on what to do or who to talk to. Keep the conversations positive and helpful. Look deep to find the right people – preferably get people from other industries as you will expand the viewpoints and not get pigeon holed into thinking like everyone else does in your industry.

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The key with the action reaction is to do many things…

…all at once.
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Take MASSIVE ACTION and see what happens.

Test new ads, new sales campaigns, new success mindset ideas, new client referral ideas… weekly… all at once.

Some will work and some won’t.

But the ones that DO work will make you a fortune.

To your success!

Troy

PS: Don’t forget to check out the Canadian Profits special offer as well at http://www.entrepreneurprofit.com - the ultimate resource for expanding your business in good times and bad.

PPS: If you want a step-by-step, day-by-day marketing action plan for 2012… the Cash Flow Calendar is READY! This is a copy and paste, simple solution for those who don’t want to have to create the marketing ideas or copy – and just want it done for them. Have a look at what you get http://www.cashflowcalendars.com

Thanks to the late Don Lapre.

He was found dead in his jail cell over the weekend and his pitch days are over.

I didn’t realize how much trouble he had gotten himself into over the past few years though.

* a $52 million dollar fraud case
* 41 counts of conspiracy, mail fraud, wire fraud and promotional money laundering with his company, “The Greatest Vitamin in the World.”

Thats a whole lot of trouble!

AND THAT’S NOT ALL… as he would say.

People from all over the world bought inot the classifieds program that I bought, then bought his internet riches courses (I didn’t buy), then ultimately into his vitamin scam, which is what got him in a lllllll that trouble.

It is a shame to see him go down like this.

He gave me a good start, and luckily for me I followed some different paths that have helped me build this business that I love for the past 10 years.

The point I wanted to make is… be careful what you are buying… and believing.

His vitamins were a fraud… but a little bit of research would have shown that to anyone considering buying it.

Do your research and proceed with caution!

Troy

PS: I have a new Story Selling Coaching program starting up early November – if you want to guarantee your spot – sign up now www.storysellingtips.com

He’s prolific in marketing and ad copy.

He’s one of the greatest direct marketing minds in the world.

He has written ads for nearly every industry out there… and his results
have been stellar.

He has a fantastic sense of humour (as you will see on this free audio
I am about to share – I laughed the entire 74 minutes while talking to him –
and STILL managed to write down 4 pages of notes from this genius).

He also shares freely, as you can see on the audio I have for you here:
http://www.smallbusinesscopywriter.com/drayton/draytonbird.mp3

He ALSO is offering a fantastic opportunity to sit at his side and watch
him show you how to build a bigger business, how to write better copy,
and how to leverage his 50+ years of direct marketing experience into a
marketing breakthrough.

The only downside to the event he is hosting?

…It is in London.

And for some people, it may not be an option. I am scheduled to speak in Edmonton
at the same time (with some of the Dragon’s Den stars, I am proud to say).
So I may have to miss it – but am trying to shuffle speaking slots as well.

If you want to learn from one of the greatest marketing minds in the world
(according to many of the legends like David Ogilvy), then have a look at
what he has going – http://www.directmarketingmentor.com

“Success leaves clues” and Drayton Bird has left 50+ YEARS of direct
marketing success clues here for you today – both in the interview
and hopefully you can join him in London in October.

To your success.

Troy

PS: I have been traveling quite a bit this summer and have some fun
and informative articles coming soon. Watch for the Amish Marketing
Secrets email and some wacky ideas for your fall promotions, which
you can get fired up starting September 15th with the Story Selling
Coaching Club http://www.storysellingtips.com

Does your marketing look like it's buried in the clutter?

11  important rules you need to stick to if you want to succeed in your marketing:

1)      The purpose of your marketing is NOT to showcase your brand, your logo, (it does not need

to be for them to buy something, as it can be for them to take some kind of action like visiting a web page to get something for free)

2)      You MUST learn how to create compelling offers that get them to take those actions.

3)      Each of the marketing campaigns you launch will consist of a minimum of 3 steps.  In other words, when communicating with your clients and prospects, you must send at least 3 different pieces to them in order to call it a properly designed campaign (and one that will actually work and help you achieve goal #1 from above)

4)      No more cutesy sayings and vague one-liners that say and do nothing that take you closer to goal #1. Again, a cute radio ad is useless if it doesn’t generate you leads or make you money.

5)      You will learn how to become a more natural writer, and use those skills to further build on goal #1

6)      Your personality in your marketing is your greatest asset. Don’t hide the fact that you are a real live person, like most business owners do. They try and mask the size of their company… pretending to be a big company.  Putting your face and personality front and center in all your marketing will do more for your sales than anything else you do.

7) Effective advertising rarely looks like advertising.

8)      Effective advertising stops your ideal customer in their tracks and literally forces them to start reading your ad.

9)      Effective advertising always has some form of tracking mechanism in place so you know exactly if it is working, or not.

My first few years into copywriting, I had logged 2,000 hours of writing and studying from the masters (I tracked my hours).

Since discovering this thing called copywriting, I have a whole new world in front of me.  I see why most businesses struggle.  I see why people think marketing doesn’t work. I see why most people think advertising is a waste of money. And I see why some companies go on and accomplish amazing things in record time.

I have had the privilege to work with some incredible people, from all over the world. Movie stars. Bestselling authors. Public speakers. Inventors.  Real estate investors and developers.  Information publishers.  All said and done, there are probably 35+ industries I have helped now.  And have made them millions and millions of dollars in short periods of time.

Why do I share this with you? Because just 7 years ago I had no idea what marketing was or how it worked.  Today, I am an internationally-known entrepreneur who has helped thousands of people turn their businesses around.  Every week, my articles go out to thousands of entrepreneurs and small business owners spanning the globe.  And I absolutely love seeing the look in a client’s eye when they hit their first grand slam in marketing. The pay doesn’t hurt either.

If I can do it, so can you.  I failed English in high school and university.  But I quickly discovered that real marketing doesn’t care about proper grammar.  As you will see in this article, real marketing breaks many of the rules of proper English.

Yet it works… and the results speak for themselves.

 

 

I LOVE your comments… good and bad.  Let me know what I can do to help you grow your business faster and more profitably.

Troy

Why?

Because ‘everyone’ is NOT online.

Because ‘everyone’ do NOT prefer email to print mail.

Because ‘everyone’ is not on Facebook and Twitter.

There is a huge opportunity to leverage the dinosaurs we call our postal service into your marketing.

And the United States Postal System just figured out one of Canada Post’s little secrets.

Yes, for many years now, astute marketers were using Unaddressed Admail in Canada. Direct to the door mail for 11.9 cents per household.

Fantastic for lead generation!

But until recently, the USPS didn’t have a service that would work like Canada Posts Unaddressed Direct Mail tools.

…Until now…

What it means to everyone is that there are now more options south of the 49th parallel.

And it also means it is TIME to get serious about using this tool.

If you need help – let me know.

If you want a webinar around this – let me know.

This is a fantastic tool for geo targeting of your prospects and clients.

Hope you are using it!!

Let me know your thoughts.

(I also have a product called Direct Mail Detox
that you will find helpful for generating QUALIFIED leads)

Troy

PS: I should also share the fact that I have seen some incredible results using this next-to-free direct mail tool. One client in a very competitive, commodity type business used a flier I did up and we used Unaddressed Admail to businesses – and got an incredible 12:1 return on their investment. Another sold a number of high end home products (average price of each piece if $800) for a whopping $300 investment in mailing and postal services.

This is a great way to find leads and make sales. Definitely worth your time to test.

This may offend you if you are in a union.

When I was 18 yrs old I worked for my first and only union, Alberta Transportation. I was getting paid good coin for standing there holding a elevation stick one day, a sign the next, weighing gravel trucks the next.

The worst job of them all? Counting fence posts.

Yes, I admit it, I got paid good coin (for an 18 year old!) to walk along a fence line counting the posts. Was it worth what they paid me? Not a chance. But I was not arguing.

Actually, it was that job combined with a gas pumping job (specifically, pumping gas when it was minus 30 out!) that convinced me to go back to school and get a Bachelor of Commerce degree (majoring in marketing and entrepreneurship).

Anyhow…

…since then I have grown distrustful of unions and the damage they can do to a business.

And now, to put a nail in the coffin for direct mail – grrrrr – this comes in:

“Notice of a Work Disruption at Canada Post: May 30, 2011

Canada Post received notice that the Canadian Union of Postal Workers (CUPW) intends to begin strike activities at 11:59 p.m. EDT on June 2, 2011.

In the event of a strike, Canada Post will not operate. Mail and parcels will not be delivered.”

I truly do hope this doesn’t happen.

But it sounds likely it will.

I love direct mail – receiving it AND mailing it.

Admit it – don’t you love getting an unexpected package in the mail? Something you had no clue it was coming, yet there it is in your physical mailbox. Just today I got a beautiful thank you card and a Starbucks gift card from Charmaine Hammond. A couple weeks ago we did a marketing campaign for her book On Tobys Terms and she got best seller status in Canada AND the US… CONGRATS!

I love getting things in the mail.

So do your customers.

Yet fewer and fewer marketers are using the mail (which to me is a HUGE opportunity if you want to stand out from all the other clutter out there online).

But if Canada Post does strike, we will lose even more direct mail lovers like me.

Boooooo!

Before all these Postal bureaucracies end up going bankrupt, you should seriously get busy running some direct mail campaigns.

…before this marketing opportunity is gone forever.

Speaking of, if you want to learn from fantastic new tools that are just available for solo-prenenurs and smaller companies, join me this Thursday night for a fantastic teleseminar with Heather Stevens.

Heather has just brought out the KING and QUEEN of personalized follow up systems.

NOTHING else beats this that I have ever seen…

Join us here: Hands Off Marketing Systems

Till then. Troy

One of them is real, one is entirely fictional. Both of them are highly successful, and pull in hundreds-of-millions in revenue per year.

The best part? They use completely different approaches to grow their thriving empires.

The main reason I wanted to talk about these unique business models is that they are both thriving in the downturn.

They both sell higher priced clothing. And they both target a more affluent type of buyer.

First, meet Harry Rosen: http://www.harryrosen.com/

Harry Rosen is a Canadian Icon with 55 years in business. Harry has turned his initial $500 investment into a $250 Million dollar empire and continues to thrive in the current economy. Harry Rosen now proudly owns 35 percent share of the national market in high-end men’s wear.

One of the BIG reasons Harry has done so well?

“Most companies are faceless but I’m the face. Like me or dislike me, it’s what you get,” he says.

Direct from the master: You MUST have a face in front of your company.

Simple …
yet ignored by 99% of businesses out there.

Do YOU put your name and face in front of all your messaging?

Do you make sure people understand that you are there for them, and that you will make sure they get the attention they crave?

It is one of the most critical skills to master in a buying environment like this.

People are desperately seeking out companies that are different. Companies who have something unique about them. Companies that give them a good story they can share with their friends and associates.

Harry does this.

Guess how Harry Rosen got his start?

A little know fact about Harry is that he was an outstanding copywriter who hand wrote out long “quirky” little letters to the top CEOs in Canada. He would hand pick who he wanted as a buyer, get their address and hand write out these “odd letters,” as he called them in an interview.

Despite what many people think: Those executives not only received and opened his mail; they read it top to bottom and came in to order some finely tailored suits and clothing.

Hand-written … long copy … no photographs.

The TOP business leaders would respond with credit cards in hand. (I did ask him if he kept copies of them … unfortunately he said no).

They continue to sell to the affluent professional.

The up-and-coming executive who must make the right first impression. The new manager who needs to look good in the boardroom, as well as after hours at the company party.

While Harry no longer hand writes those letters, they still continue to use advertising campaigns that bring people in the door.

One way they do it is through their Ask Harry Column. It all started with an ad they ran that told this story…

“This is Harry. Harry has a store. Harry sells suits. Harry’s suits are all naturally tailored. Harry calls this lean, unpadded styling the Cambridge look. Harry specializes in the Cambridge look. If you like the Cambridge look, remember his name, Harry.”

“Right from the moment it ran, it was very successful,” Rosen says. “We had customers coming in from outside of Toronto, from around the country, in fact. That was the beginning, although I didn’t understand it at the time, of the branding of Harry Rosen.”

Anyone could ask Harry any question they wanted about clothing, dressing the part, or even how to act in social situations they are involved in.

You can ask Harry “Can you wear a French-cuffed shirt and cufflinks with a sports jacket, or only a suit?” and get an answer.

Some of the random things Harry helps men understand through his Ask Harry column:

• Changing trends in the men’s fashion world -http://www.harrymagazine.ca/en/notebook
• How to pick a wine with confidence
• How to tie a tie – also one of the top applications on Apple’s iStore
• How to pack a suitcase
• How to choose and wear your denim

Harry still spends every Saturday in his flagship store with a tape measure and piece of chalk in hand. He does the same thing at his other stores across the country at least a couple of times a year.

This is a man who has become a Canadian Icon in the business world, and a major success in the world-fashion scene.

His new breakthrough advertising campaign features prominent Canadian Business Men in their element.

Each ad is like a case study with the customer’s photo, their name and credentials, and their story of how they became a devoted Harry Rosen fan.

Some of the titles he gave his customers:
The Influencer
The Guru
The Entrepreneur
The Visionary

(The actual ads have more copy than on this picture though.)

How did Harry continue to thrive in an economic disaster?

They introduced a new campaign: “Welcome to The New Confidence”

“Our experience has been that the surest way to bolster the economy is to inspire confidence, the kind of confidence conveyed by dressing in a manner that underscores the fact that you are the right leader for the task at hand. Your personal brand is your biggest asset today.”

Harry Rosen is an exceptional business man and his use of his photo, his name, and his values in their marketing is one of the big reasons they have done so well.

Next, my friend Tommy Bahama

I say friend because I feel like I know Tommy, even though he is a fictional character. I am actually wearing one of Tommy’s shirts right now … and I love Tommy’s clothes. They are right up my alley (an ex-suit who despises wearing a tie anymore … I was a Harry Rosen Shopper and have now moved to the Tommy side).

It is very interesting to me that both Harry and Tommy target similar demographics … upwardly mobile, more affluent types of buyers.

Yet their clothing styles are dramatically different. The sales approach they use is even more different. Harry sells you on looking good and knowing how to act in a professional situation.

Tommy sells you on the way of life that many of us strive for.

From their site:

ABOUT TOMMY

There is a warm westerly breeze rustling the palms, the lulling roar of crashing waves – it’s a celebration of island living, courtesy of Tony Margolis, Bob Emfield and Lucio Dalla Gasperina.

In 1992, our fictional Tommy Bahama character became the inspiration behind the experience of traveling to exotic locales where the food is good, the beaches are hot and the mood is relaxed.

Tommy Bahama and his tropical adventures command the finer things in life: casual, comfortable sportswear, golfwear, swimwear, footwear and accessories for men and women.

As the purveyor of island lifestyles, Tommy Bahama, has created a world where life moves at a more relaxed pace, where the enjoyment of the good life is the norm, rather than the exception.

Not sure about you, but I can hear the waves, and see myself there on that beach. It is what I strive for … and there are a lot of people out there who have a dream just like that.

And the Tommy character is just what the doctor ordered.

For the beach lovers out there … you can visit Paradise Nation and travel to exotic locations with
Tommy http://www.tommybahama.com/TBG/ParadiseNation.jsp

They have also expanded into the restaurant business now, and, although I haven’t had the privilege of frequenting one yet, I know people who have and they absolutely loved it.

Tommy Bahama also knows that those who aspire to an island lifestyle want more than just the nice comfortable clothes to go with it; they want to completely immerse themselves in everything to do with the beach bum life.

They now sell luggage, furniture, bathroom accessories, bedding and bathroom goods, rugs … even ceiling fans.

By the time you are done with Tommy’s store, you are completely decked out from head to toe and from doorway to bedroom.

You can even pick up a bottle of Tommy’s finest Tropical Rum for your afternoon cocktails out on the patio set you bought from Tommy.

You ARE living the Tommy lifestyle … exactly what you wanted.

So what does all this have to do with you and your business?

Pay close attention to these two businesses.

They both use a personality front and center. One of them is a real person, the other is fictional (but real in the customer’s mind).

The personality is used everywhere, and it becomes the main reason why people buy … they aspire to be just like that person they hear so much about. They want to live the same lifestyle … look the part … be that person.

This is a secret of success that is soooooo rarely used.

For example, a new client came on board last year.

He has a successful business in the horse training business. He lives on a ranch in the middle of nowhere. And people from all over the world seek him out to get lessons with their horses. They fly him all over the world to teach his classes.

And he wants to take his business to the next level.

How would he do it?

He would model what Harry and Tommy have done.

He would give his clients an insider’s view on what it is really like to be a cowboy.

To work with horses day-in and day-out.

To ride deep into the mountains on a three-week trip.

To be at one with nature and live off the land like real cowboys used to.

And we build his personality into everything that he does.

I will share with you what happens as we get this rolling.

Much like the lobster story I have shared here, the key to success in business today is giving people a unique story they can tell their friends and family.

The lobster brothers send out DVDs with every product shipment.

Pop the DVD in and watch your dedicated lobster-fisherman telling you about their family, about how they catch your lobster, and about what it is like working on a fishing boat for a living.

Those brothers built a million-dollar business in just a few months using their personalities as the main selling point.

In a business that was traditionally a price-based decision.

No longer.

So the question for you is …

… Do you want your customers to think of you like a Tommy?

… Or a Harry?

Both work.

One is more wild and free … living the ultimate lifestyle many of your customers aspire to. The other is a professional … works hard and plays hard.

Do your customers want to:

“Escape the troubles of the modern world in favor of a place that’s relaxed and worry-free … where life is one long weekend …

Or

“Live in their own New Confidence in a New Economy?”

Which person are you targeting?

How are you giving them what they want?

How can you?

What can you do to give them the lifestyle they want?

How can you tie your personality into it so they will NEVER forget you?

What one thing could you do in the next month that would get them talking about you to their friends, family and associates?

I would love to hear your ideas.

Thanks again.

To your success.

Troy

While it was a decent event, I felt the content was lacking in delivery of “selling without feeling slimy”.

There were some good points brought up, but I go back to this…

…I am an AVID note taker.

Nothing I love better that investing in a seminar, an getting so much information that my hand is sore from all the writing and my book is full of ideas to test.

Unfortunately, I came away from this with one thing written down

Even that I had heard before in a previous session with the one speaker.

So, being me, I wanted to add my 2 cents worth.

= = = = = = = = = = = = = = = = = = =
How to Sell without Feeling Slimey
(the things I wish they had discussed)
= = = = = = = = = = = = = = = = = = =

* Use your free content to sell – MAJOR over-delivery on free information, tips and helpful or intriguiing stories.
I realize that this IS work… and it takes time. Which is exactly why your competitors DON’T do it and why you SHOULD. The more content you provide, the greater your perceived level of expertise, the less you have to sell anything – your expertise and contest sells FOR YOU.

Get in the habit of writing for 10 minutes a day. Just dump your thoughts out into some form of printed or online journal (I LOVE http://www.evernote.com for this – its free – and a HUGE gift to keep your thoughts organized. Lord knows, organization is not my thing and this gem saves my butt more times than not!)

* Surveys and questionnaires. Simple – yet rarely used. Have a look at what is going on here (and post your comments too please) http://www.blog.smallbusinesscopywriter.com/changes-at-clayton-makepeaces-blog-and-what-it-means-to-us/ – this simple little post and question gives me some invaluable tips on what my clients and prospects want – and don’t want. Took very little time – but has HUGE value to me in the long run.

This may sound harsh but it is meant to help – you DON’T know what your customers and prospects are thinking. You have no clue. Nor do I. The ONLY way we can figure that out is to ask them in a survey – or run a promotion and guess their hot buttons. Both ways show you quickly.

* Mix up your messages. Write text emails. Html emails (I am not a huge fan but understand some of the benefits). Give them pdfs. Offer lots of pictures and articles about your family, friends and work associates. Tell stories. Do the odd promotion. Test out some short videos and audio downloads. Mix them up and see which ones get the greatest response.

* Build new bundles. And make them catchy. I saw a wine label called “Mommy’s Time Out”. Love it. It focuses on a fun title – targets a specific type of person – and gives them something to talk about with their friends. A gal I know that ran a massage studio called her bundle the “61 Minute Vacation Package” – simple – but very effective. Hundreds of other examples available on my sites.

* TELL YOUR STORY! I don’t understand why so many people are so scared of doing this. They do want to know your story – your kids – your background. They want to hear fun and wacky things about your pets, your employees, your customers. how do I know? Because I use them – and people love them. Be it the Amish clients I write for, or the trainers, speakers and authors – every single one of them has a story to tell – so do it.

* Share. Give them your favorite tools you found. Your favorite recipes. Your favorite books and movies. People EAT that stuff up. Look at all the reviews on the average Amazon page – it’s there for a reason! It helps sell and bond.

* Put more emphasis on the bonding side of your sales cycle. Create and draw out the flow from when a prospect gets into your funnel – to when they buy. And buy again. The emails you will send them. The videos you will share. The audios. The stories. The promotions. Draw it out and think it through.

I could go on for a long time here… but I won’t.

Hope these points give you a few new ideas (or drill home some old ones).

Troy

My mailman is always switching personalities, disguises, sometimes even gender.

I have a feeling he (maybe she) is hiding something.

Anyhow, in honor of National Mailman’s Day (Feb 4th), I want to share some ideas around getting your mail opened and read (that includes e-mail as well)

Also, i have a very special offer below which I have never offered before.

Some ideas around making your email and direct mail more enticing and persuasive.

* Your writing needs to act more like a talk radio show with guests, than a soap box preaching. Compelling talk radio is hard to pull away from when you are interested in the subject. Are you engaging your readers? Are you introducing them to the characters in your life and your business? Telling stories on what happens in your life and in your clients’ lives? You should. Look at Regis – he has been doing talk tv for ~ 400 years or so and is still very popular. He always talks about his personal life – and people love him for it. Are you building those bonds with your clients?

* As you know in my Cash Flow Calendar, I love wacky promotions. Like National Mailman day. Find events you can tie into your story or promotion – heck you can even make a holiday up if you want – declare a day in your honor – your kids honor – your anniversary in business – whatever, there are no rules saying you can’t. (one Story Selling client just sent out a great email about her last trip to the dentist. Most people overlook these ideas for communicating with their clients, astute marketers see it all as opportunity).

* In your Auto Responder sequence – include early on a testimonial from someone who made good with your help, or your products and services (this applies in direct mail just as much)

* Have different spellings for words. Make up words if you need to (but explain what you mean). People love things that stand out. For example – this bottle of wine has a fantastic label. Why can’t you create – make them up – people like them – enjoy them – and look forward to seeing what you will do next time with unique bundles and bizarre names. This wine la It focuses on a fun title – targets a specific type of person – and gives them something to label is fun. It gives them reason to talk about it with their friends. A gal I know that ran a massage studio called her bundle the “61 Minute Vacation Package” – simple – but very effective. Hundreds of other examples available on this site.

* Use your free content to sell – MAJOR over-delivery on free information, tips and helpful or intriguing stories. I realize that this IS work… and it takes time. Which is exactly why your competitors DON’T do it and why you SHOULD. The more content you provide, the greater your perceived level of expertise, the less you have to sell anything – your expertise and contest sells FOR YOU.

Get in the habit of writing for 10 minutes a day. Just dump your thoughts out into some form of printed or online journal (I LOVE www.evernote.com for this – its free – and a HUGE gift to keep your thoughts organized. Lord knows, organization is not my thing and this gem saves my butt more times than not!)

* Surveys and questionnaires. Simple – yet rarely used. Have a look at what is going on here (and post your comments too please) http://www.blog.smallbusinesscopywriter.com/changes-at-clayton-makepeaces-blog-and-what-it-means-to-us/ – this simple little post and question gives me some invaluable tips on what my clients and prospects want – and don’t want. Took very little time – but has HUGE value to me (and my readers) in the long run.

This may sound harsh but it is meant to help – you DON’T know what your customers and prospects are thinking. You have no clue. Nor do I. The ONLY way we can figure that out is to ask them in a survey – or run a promotion and guess their hot buttons. Both ways show you quickly.

* Mix up your messages. Write text emails. Html emails (I am not a huge fan but understand some of the benefits). Give them pdfs. Offer lots of pictures and articles about your family, friends and work associates. Tell stories. Do the odd promotion. Test out some short videos and audio downloads. Mix them up and see which ones get the greatest response.

* TELL YOUR STORY! I don’t understand why so many people are so scared of doing this. They do want to know your story – your kids – your background. They want to hear fun and wacky things about your pets, your employees, your customers. How do I know? Because I use them – and people love them. Be it the Amish clients I write for, or the trainers, speakers and authors – every single one of them has a story to tell – so do it.

* Share. Give them your favorite tools you found. Your favorite recipes. Your favorite books and movies. People EAT that stuff up. Look at all the reviews on the average Amazon page – it’s there for a reason! It helps sell and bond.

* Put more emphasis on the bonding side of your sales cycle. Create and draw out the flow from when a prospect gets into your funnel – to when they buy. And buy again. The emails you will send them. The videos you will share. The audios. The stories. The promotions. Draw it out and think it through.

I could go on for a long time here… but I won’t.

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *
If you want to get much better at writing, here is a brand new Monster Mailman Bundle for you:
* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *

(1) Sales Letter Success Class – a content packed event I put on for getting more results from your marketing.
– complete with pdf transcripts and 3 mp3s on how to write more effectively and persuasively

(2) Direct Mail Detox in pdf – a fantastic course I wrote on how anyone, in any industry, can stand out from the crowd
(especially highly competitive industries). Includes positioning ideas, testing ideas, 1-2-3 blueprints for
marketing success, lead generation ideas, etc).

(3) My Cosmo Headline Swipe file in pdf – pure GOLD. These headlines have sold millions upon millions of magazines… every week.
Imagine what they can do to build your business!

(4) Story worthy desires that motivate people and keep them reading – in pdf

(5) Marketing and joint venture secrets for small businesses – mp3

(6) Story Selling Bonus Book

(7) The 31k Course – this will get you cranking out content for the next 31 days. Daily ideas to spark your writing genius and get you cranking out content you can use forever. Articles, blog posts, campaigns and Facebook updates – all of them you will uncover with this gem of a course.

Note – all of these are digitally delivered to you right away.

$49 for all of them – and amazing deal for getting your writing cranked up and your customer relationships at a new high.

Plus, if you use these systems and don’t make at LEAST 100 times your money back in the coming year – let me know and I will refund your money. $49 in and $4900 out – talk about a great return!

Get your Monster Mailman Bundle Here

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

Have a great weekend and keep on writing!

Troy