Post every one of their pictures on the internet
and let people report them if they know them
…charge every single one of them.
Jun
15
my 24 word article about the vancouver riot
Jun
13
Where else will you find… “As my boat sank into the Zambezi”
Fellow Business Builder,
The J. Peterman catalogue is a masterpiece of mixing romance and storytelling, finished off with a dash of practicality and concern with the highest quality product and service possible.
Not too long ago I had written a post about J. Peterman on my own blog.
Not long after, I got a very pleasant surprise and received an email from Jonathan Sexton, Gladiator for the J. Peterman Company (or as he says, drab title Director of Marketing).
He complimented me on the article and we have agreed to do a teleseminar discussing J. Peterman’s success… failure… and resurgence in popularity.
I thoroughly enjoyed Peterman’s book,
“Peterman Rides Again”.
If you haven’t read it before… you need to.
His book is packed with exceptional storytelling and a very insightful look into the life of this unusual garment globe-trotter.
It all started with an ankle length duster – a long, simple riding coat that John Peterman purchased during a trip to Wyoming. “I wore that coat and people wanted to buy it off my back” said Peterman.
As he took his initial purchase and turned it into a mail order company, he found his flair for writing and eye for unusual items was drawing in people who were looking for something out of the ordinary.
The first full year selling J Peterman Dusters he sold $580,000 worth that year. That led to the J. Peterman shirt… which was another great seller… which led to another… and another.
John Peterman would travel the world looking for unusual items that people normally wouldn’t be able to find, or had romance and stories built right into them.
And he succeeded.
The catalogue that started a cult…
As you may know, his catalog, the Owner’s Manual, was a masterpiece.
…Using hand drawn sketches rather than photographs.
…Using long copy to romance the reader, rather than short, typical, catalogue copy.
The J Peterman Owner’s Manual was the secret (and sacred) tool that like-minded people would cherish and read out loud amongst their closest friends on the inside.
It was an odd shape as well… 5 ½ by 10 ½ inches.
The catalog itself became a thing of legend and celebrities quickly became devoted fans and buyers.
A list of just a few J. Peterman fans (and customers):
Nicole Kidman
Tom Cruise
Clint Eastwood
Tom Brokaw
Paul Newman
Joanne Woodward
Kim Bassinger
Tom Hanks
Mia Farrow
Bill Murray
Angela Lansbury
Sidney Pollack
Jerry Seinfeld
Oprah
…to name just a few
Wouldn’t you just love to have a client list like that?
In 1991 the New York Times called him the Merchant Poet.
His success bloomed and his reputation became legendary among the discerning, more affluent crowd.
And then Seinfeld hit in 1995
With no advance warning, J. Peterman became a character on the hit sitcom, Seinfeld.
Seinfeld caught J Peterman by surprise – and it took them from having a catalog that was a well-kept secret to having no secret at all.
The growth was phenomenal and debilitating.
The phones lines lit up and people wanted more.
They bought… he expanded.
But something bad started to happen amidst all his success…
Seinfeld show made light of who the real J Peterman was, and it created the wrong impression in the general public eye.
[note: offline... the tv J. Peterman, John O’Hurley , said “J. Peterman answers a need for authenticity in a world that is losing authenticity at a catastrophic rate”]
Something to think about: O’Hurley’s statement reflects much of what is happening right now in our economy. People are distrusting, weary of spending money on the same-old, same-old. They are looking for unusual experiences, exciting new product offers, and a GREAT story they can tell their friends and family.
Don’t you think that maybe… just maybe…
the J. Peterman style of copy could help YOUR business stand out from the clutter?
I certainly think it applies everywhere!
Headlines or copy that reads like this “As my boat sank into the Zambezi I watched my luggage float downstream over Victoria Falls. But the day wasn’t a total loss…” compels people to read… and we all need to find new and innovative ways to bring people into our culture.
What happened to J. Peterman and caused the ultimate demise of this icon?
He lost touch with what made his company so great to begin with, and was focused more on investors and retail expansion, rather than the things that he loved so much about his company.
Expansion into retail destroyed all that he enjoyed most about his business. Cash flow issues continued to plague them.
Ultimately, the expansion caused him to go bankrupt, and his dreams were dashed.
He eventually bought the J. Peterman back out of bankruptcy with the help of friends and family, and is rebuilding it from the ground up (you MUST get on their mailing list, if you aren’t already).
They are again obsessive about the copy… even when he had Don Stanley writing his copy alongside him.
Back in the boomtime, the sheer volume of copy needed meant they need to expand and find other writers who could match their flair for persuasive story telling through catalog copy.
They were very picky on who wrote for them and how the copy sounded. One writer needed to sound just as appealing as the next… and they all needed to sound just like the infamous J. Peterman wrote it himself.
Some lessons from J. Peterman:
• He created a brand character that developed a life of it’s own (much like the Tommy Bahama character does).
• Build practical romance into your copy and the experience your buyers have with your company
• Attaching emotional meaning and feeling to clothing and everyday items you may put in your home or business.
• Focus on the best customer service possible. Develop the attitude that your service and guarantees are to be upheld to the point that anything and everything is guaranteed. Make it so people WANT to tell others about how great your customer service is. In his book, they talk about a return they got on a pair of boots that were obviously worn for work on a farm and in the fields. They were worn out and the customer wanted a refund. Most companies would say no. J. Peterman knew that if he gave the gentleman a new pair, word would spread. And it did… quickly.
• Truly think through the experience you give your prospects and buyers… how can you incorporate more Peterman style copy into your business?
• Do you tell the real adventures you go through to find components to your products? Or how you invented your newest creation? Or what the actual experience you provide delivers to the clients?
• Do you use catalogs? Could you? Again, go to www.jpeterman.com and sign up for their newsletter. Read their copy, and think through how you could romanticize your products and services like they do. (it IS possible to do, you have to use your creativity and writers voice to find it, and you will). Look at how a jacket and skirt becomes an experience. Or how a cologne can increase your heart rate and make you feel warm.
(from www.JPeterman.com)
Harriet and Lord Peter jacket, $285, and pleated skirt, $175:
They met in her cell in the Old Bailey. Had she fed arsenic to her lover? Had she? He proved her innocent. Met again in Oxford. (She wore this outfit.) He courted her; punting on the Cherwell, quail’s eggs, wit, an antique ivory chess set. Proposed in Latin: “Placetne?” Oh, yes. It pleased her.
Shocking rabbit fur hat, $245:
Shocking to see someone this young, this independent, so beautifully dressed. Shocking to find out she was not who she said she was. Shocking to see her walk off the QE2, into the arms of an unsuitable man, just an ordinary bounder.
The other passengers couldn’t stop looking. At what she wore, how she wore it, the way they looked at each other, the way they still do.
Dominica Bay Rum.
The Small Island of Dominica. Columbus discovered it, named it, and left it alone. It’s north of Martinique. And it is the home, since 1907, of a very good West Indian Bay Rum manufactured under the Dominica brand-name.
Bay Rum has a fairly quiet scent, less strong than anything called perfume, less strong than anything called aftershave, but not so quiet as to be boring.
It is, in fact, quite sexy.
It is sexy the way skin begins to smell from strong sun, salt water, steel drums, breaking waves, moving palm branches and giggling coming from somewhere.
Men liked Bay Rum long before 1907, when the Dominica brand started. Men have liked Bay Rum since Spanish Main days. They like it for the least complicated reason in the world: it smells good.
A decent gift which often turns into a lifetime habit.
Dominica Bay Rum (No. 1044), 10 fl. oz. Imported.
NOW is the time to use incredible story telling and copy like this.
People are looking for new experiences and new ways to buy… this approach can easily make your company stand out from any and every competitor you have.
Last: if you want to dig deeper into the J. Peterman success story and learn how to incorporate their techniques into your own business, sign up for the free call recording at www.jpetermancall.com
What would be your TOP question you would like to ask their Director of Marketing? Leave your best questions below and we will see how much quality information Jonathan Sexton can give us.
Make sure you read their site, and get a copy of John Peterman’s book.
Last – you can get the recording of the call at J Peterman Call
Troy
PS: For more advanced marketing secrets of using stories to sell — make sure you are watching for the Marketing Dojang… the greatest kick butt site for creating winning marketing campaigns!
Jun
10
Fictional or real characters in your marketing?
I have been asked a few times about using fictional characters in story telling and marketing.
The question is: “When you create a fictional character, is it unethical? Or is it a good idea?”
Which is a GREAT question.
Story telling and marketing are ALL about capturing peoples attention and imagination.
And characters are what do that for you.
Sometimes you are better off using yourself as the main character in your marketing
(for ex. I have often spoken about Saddleback Leather and the Million Dollar Lobster story –
both use real characters based on the owners of the company)
But there also times when fictional characters can do some incredible things to boost
your customer loyalty and following.
This article shares success stories from both real and fictional characters…
…along with some important questions to ask yourself in figuring out how best to do
your own story design.
http://www.blog.smallbusinesscopywriter.com/when-harry-met-tommy-2/
Enjoy,
Troy
PS: I broke my blog this week so it isn’t showing up properly. Lesson learned – STOP trying
to be the tech guy too, Troy! Should have left it to the designers – but I was in a rush and
it cost me.
There is another related article there you should have a look at as well
http://www.blog.smallbusinesscopywriter.com/marketing-lessons-from-the-master-master-yu-that-is/
PPS: Have you picked up a copy of the Small Display Ads report? http://www.smalldisplayads.com - a
great way to generate and convert quality leads and buyers.
Jun
06
Thoughts on Groupon and all the clones
I had a client of mine email this question.
There are some solid lessons in my reply – whether or not you plan on using this type of service – the answer applies for ALL leads.
Question: > What is your opinion on Swarmjam, Groupon, and sites like that? I have been approached by some of them and (competitor #1), (competitor #2), and (competitor #3), have run campaigns with them. Thank you.
My answer…
Hi Ghislaine, I think they are good for one thing only (which is why they will never work for most businesses).
Leads.
You won’t make money (doubtfully anyhow) off the promotion with them.
You may get hundreds of people in the door – but they will usually be at break even or a loss for you.
BUT, if you have a system in place to get them back… then it can work.
Most people assume that buyers from all these Groupon type deals will come back to buy more after the initial discount deal.
But Groupon type buyers typically go on looking for the next great deal.
And they never hear back from the last company they bought from anyhow… so time to move on to the next 80% off deal.
But if you have a system in place to get them back at a smaller discount the next time.
Then a system in place to get them buying again – at regular price. THEN you can make money.
But you know as well as I do – most businesses have ZERO system in place for this.
If you have yours in place – then you will be ok (as long as you get in front of them regularly to get them back).
You can make money with these – but only when you get them back to buy more and more often, without the huge discount you gave them in the first place).
My thoughts anyhow.
Troy
So, the questions for you are…
…what are you you willing to PAY for a lead (this type of lead generation is usually at break even or a loss).
…what SYSTEMS do you have in place to guarantee a certain percentage comes back to buy more from you?
If you don’t know those, don’t bother with Groupon and the clones. You WILL lose money and never get it back.
In my own opinion, Troy
PS: Don’t believe me?
Lets say typical purchase if $50 at list price. $25 is margin.
Groupon and clones want you to discount by at LEAST 50%.
Now you are at break even.
BUT, you still haven’t PAID Groupon and clones – they will want at LEAST 10% of sales.
So you sell 1,000 ‘deals’
$25,000 revenues – alright!
Minus $2,500 to Groupon clones.
Leftover = $22,500
BUT it cost you $25,000 to create the products you are selling.
It cost you $2,500 to bring in 1,000 new potential repeat buyers. Which is $2.50 per ‘lead’ – which is actually quite reasonable IF you know how to get them back to buy more, at higher margins next time.
Make sense?
So what is your system to get them back to buy more, at higher margins?
Jun
01
From Dirt to Dreams
35 years ago, 3 couples entered into partnership on a 60 acre plot of land in Sundre, Alberta.
(my parents were one of the 3 couples…)
At the time, Sundre had about 1,000 people living there.
It is also 75 minutes from Calgary, which had a population of 400,000 or so at the time (now it is 1.2 million).
The land they purchased was a cow pasture, buried amidst many hundreds of 40 foot evergreens.
All 3 couples had young children, ranging from newborn to 8 year olds (I was the eldest).
They had a vision of what this land could be.
Tall Timber Leisure Park would be a beautiful, private, lush place for young families who wanted a getaway not that far from the big city, but far enough to feel like an escape.
A safe place for kids to play free and enjoy being a kid.
It was far, far more work than I am sure any one of them ever thought necessary.
Nights, weekends, summers – every free chance they had outside of their regular jobs was spent on the land. (that and using slave labor of their children… aka. ME!)
Molding campsites into the lush forest. [picture 
]
Building proper roads for people to drive on.
Services for premium lots.
A central bathroom for campers to shower.
A large playground for the kids, make out of gargantuan tractor tires.
When they first opened for business, it was a disaster.
The weather was miserable, the roads mud pits, but the campers were understanding of mother nature’s ways.
Over time, the roads were improved, a store was added, an indoor swimming pool and hot tub added. 
]
A snack shop.
Security gates.
You name it, they end up building it in.
Everything from swing sets, basketball courts, slides and jungle jims.
Then there are the bike trails. And the trees they can play in, or build forts.
Or going to the river to tube, wade, or build log bridges.
Or the swimming pool and hot tub.
Or the candy store.
Or the ice cream store.
DOES IT GET ANY BETTER FOR A KID?
No.
So promoting the campground based on the kids perspective was an easy way to makeover their marketing.
It also is a BIG reason that Tall Timber is such a great success story.
Looking at it from the parents perspective.
The ultimate escape from busy city life. Curl up with a great book for an afternoon of adventure, romance or mystery. Bike paths and walking trails for fitness. A swim or hot tub in the salt water pools. Playtime with the kids. Or having a cold beer next to the fire.
The parents (and non-parents alike) LOVE Tall Timber.
It is an hour and 15 minutes from Calgary (an easy jaunt). It is beautiful country. And it (my favorite part) has almost NO access to internet or cell phones!!
Well, you can get both internet and cell reception if you try – I recommend you don’t.
Looking at it from the competitors perspective.
Tall Timber is notorious for the strict rules and regulations around parties, quiet hours, proper behavior, no tenting (unless there is a trailer on site too), and covenants around what they can or cannot put on their lots.
Some people don’t like the rules – others love the quality of people that a park like this attracts.
So what does this have to do with your business?
Right now, get out a pad of paper and a pen.
Then pick 3 or 4 different perspectives that somehow relate to your business.
1) your direct competition
2) your ideal clients
3) other people your ideal clients will talk to about your product or service
Write out all the different ways they could see your product or service.
Write out all the good things they would say… and the bad.
Write out the great story telling pieces they get when they deal with you.
Note what is lacking. Note what is prevalent throughout. Note what could become your biggest asset. Note what could become your biggest hindrance (and think on how you can turn that into an advantage).
Tall Timber has been a significant part of my life.
Still is for me and for my own daughters (who absolutely LOVE the place!)
It was my parents dream. That is now reality for hundreds of adults and children alike.
It is also the prime example on how hard work and persistence (decades of it) can pay off.
Get this…
… their volunteer committee was able to personally raise over $250,000 to build two new playgrounds in the past year.
They used elbow grease.
Sweat equity.
Creativity.
And ingenuity.
Penny-by-penny, brick-by-brick, dollar-by-dollar.
They raised over a quarter million dollars to build children’s playgrounds.
They made this park come to life in a tough economic climate and how they did it is inspirational and educational for any serious entrepreneur.
What I want to leave with you today though is a desire to look at your business from the direct, and indirect, buyers perspectives.
In those you can learn more about marketing opportunities than most $1500 marketing packages being sold.
Invest a few hours in this exercise… I guarantee it will pay off in spades.
For now, have a great day… and invest some time this week on this drill!
Troy
PS: If you want some innovative ways to generate leads, attract higher quality clients, and improve your retention rates, the Cash Flow Calendars Program is JUST what the doctor ordered. Done-for-you marketing campaigns and ideas for 12 months out of the year!
May
27
When Harry met Tommy
I want to introduce you to two people today.
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
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