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Feb
15

Don’t forget some of your greatest marketing assets

By | Direct Marketing, Entrepreneur, Story Selling

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After 10 years in this crazy business, I sometimes forget what incredible assets I have created over the years.

Maybe you do too?

Audios…videos…reports…winning campaigns…print books…ebooks…courses…webinars.

Yeesh, there is a lot there.

Some of them better than others, of course.

The best thing you can do is create an inventory list of any and ALL things you have built in the past years for growing your business.

Marketing materials.

Reports

FAQ lists.

Email follow ups.

Etc.

Then start repurposing them!

It is a GREAT way to get more things done faster.

One of the favorite things I did over the past few years was interview Jonathan Sexton of the J Peterman company.

J Peterman is a real live guy who was a fictional character on the Seinfeld show.

…he is also the same guy who created a cult with his catalog.

Here is what I wrote about him before
http://blog.smallbusinesscopywriter.com/the-catalog-that-started-a-cult/

And here is a fantastic interview I did with Jonathan.
http://www.smallbusinesscopywriter.com/jpetermancall//jpcall.mp3

TONS of great marketing ideas here.

Pay VERY close attention to this…

…in their prime, the J Peterman catalog was read by all kinds of celebrities, politicians, millionaires, billionaires, and stay-at-home moms.

A CULT FOLLOWING FOR A CATALOG!

They did something right and it is revealed here.

It is something we should ALL aspire to…

…I know I do.

Enjoy,

Troy

PS: One of the greatest things I personally did to help myself make the necessary changes at a faster pace was to start writing more.

There is a therapeutic quality to writing that can propel your business forward at breakneck speed.

But again, it takes guts to do and motivation to start.

If you want to start now… get the Story Selling Home Study and I will also give you my 31k club training series.  For the next 31 days I will fire you up and get you writing more often, with greater profits as your goal. http://www.storysellingtips.com

The 31k club has transformed many lives of those who went through the Story Selling Coaching.  Now you get it free with the Story Selling Home Study course! http://www.storysellingtips.com

Feb
09

Another story telling example and success story

By | Copywriting, Story Selling, Success

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Muchos Gracias!

I love getting action takers to send me their results.

This just in from Fran Marion at Legacy Canvas…

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“Thank you for creating the awesome marketing resources such as the Calendar and providing the daily tips via email!  Much appreciated!

I have started to use several of  your examples and ideas for marketing my business, Legacy Canvas.  Last week a story played on the regional news that resulted in my committing to support this Edmonton family with a donation of 25% of my sales between now and March 10, 2012.

My website is updated using your “story telling” ideas, and I’ve also linked the Legacy Canvas Facebook page to my website and started to Tweet about it in the hopes of motivating others to take action towards supporting this young teen’s dream of independence, privacy and self-expression.

I wanted to share “the story” with you (I feel like I’m a Troy White “Alumni”) to see your ideas in action.  And of course, you and your readers are welcome to purchase a custom canvas to help Bethany!

http://www.legacycanvas.com

Thank you for the opportunity to share Legacy Canvas’ story with you.

Warm regards, Fran Marion

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What is important to note here:

* They are investing their time and money into their marketing. Marketing IS sales when you do it right. The more you market yourself the more you sell. Period.

They are investing in different marketing tools like the 2012 Cash Flow Calendar http://www.cashflowcalendars.com and the Story Selling Home Study http://www.storysellingtips.com.

Better yet…

…they are taking ACTION with what they invest in!

A big shelf of books is useless if they are never read or acted on.

* They tied into a local media hot-spot.  You always need to be on the lookout for local interest stories and FIND ways to hook yourself to their wagon.

It is YOUR responsibility… no one else’s.

Near where I live there is a little strip mall with a little bay at the end for different foods.  Business owners come and go from this spot every 6 months or so.  Always a new owner, a new name, a new type of food.  The funny thing?  Not once – EVER – have they sent out fliers to the neighbours announcing their grand opening, their take out or delivery options, even a damn menu!

They just EXPECT people to look for them, and buy from them.

I repeat, it is YOUR responsibility to get the word out that you exist and that you are different!

It is NOT your potential buyers responsibility to seek you out.

That’s your job.

* They tied themselves to a good cause.  go to the site and watch the video.  This is a very good cause here.  Then think about who you are helping when you invest in the canvas!

Hint hint: Valentines day is right around the corner – may be a good gift idea for a loved one.

Or for a client.

Or for a donation.

Or, or, or.

The key is – invest in your marketing education – and then take MASSIVE action getting your newfound knowledge applied to your business and in front of those who are buyers.

Then… let me know how you do it and I will GLADLY share your story.

Much like Fran’s here today.

Have a great day!

Troy

Feb
07

A big ole juicy thanks to the worst boss in the world

By | Copywriting, Story Selling, Success

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You may recall that many moons ago I worked for Hewlett Packard.  Troy White and Hewlett Packard

I battled hard for that job and beat out almost 400 other equally qualified University grads.  I did something that those 400 forgot to do though… ask others who had worked in the same position I was applying for… at the same company… what to do to nail the interviews.

6 or 7 interviews, and 5 or 6 written exams later I nailed one of the creme-de-la-creme jobs out there.

Prestigious, well paying… and an incredible career path.

Meanwhile I had ignored my true passion… building and running a business.  (I put myself through University with my own College Pro Painters Franchise, but ignored the entrepreneurial path in trade for that shiny new corporate gig).

Little did I know at the time, I was about to meet…

…the boss from HELL.

He was an old timer. He had been selling computer gear way back in the mainframe days.  He was crusty… rude… anti-people in many ways… and a VERY proficient paper pusher.

Hence the problem.

To him… I was going to be his paper-pushing protege.

To me… that was the last thing I want to do.

I was hired for SALES… not administrative work!

But he persisted pushing his crap on me.

We went toe to toe time and time again.

I hated pushing paper and doing administrative tasks (still do).

I LOVED getting in front of people to tell the Hewlett Packard Story.

We fought.

Again and again.

My annual reviews sucked, of course.

But I was allowed to do some sales, just not as much as I wanted.

Fast forward 3 years later, I had enough.

I QUIT!

Biggest load of BS I dumped off my shoulder ever.

I went from Hewlett Packard, with 100,000 employees… to a company with 5.

I was home.

Before I left HP though, I landed one of the biggest deals they had seen in that office… with an account that hated paper pushing as much as me.

They liked my relationship building techniques… and my pig-headed persistence (still one of my greatest assets).

And we landed a multi-million dollar computer deal.

One of the proudest moments of my life.

…especially when the client told me we would have never gotten the deal without me in that job.

So, you’re welcome Bill Hewlett and Dave Packard!

I am glad to have contributed.

To my old boss… piss off.

And thank you.

You taught me to never bend to someones will, just because you are told to.

You taught me to NEVER give up on what you love doing and are good at.

And you taught me to NEVER, EVER work for a paper-pushing bureaucrat like you ever again.

Now I work for me… and that ain’t no great thing some days either.

…but I love what I do and I will never go back.

The lesson for you today… never give up on your passions and talents.

No matter what people say, demand, or beg you to do.

Just don’t do it.

Build iron-clad persistence and thick skin.

And never look back… only good things ahead.

To a great year ahead!

Troy

PS: Your ability to weave a good story into your marketing has never been more important than now.

People are buying experiences more than products and services right now… and stories help them see that the experience of buying from you is DIFFERENT. 

Which is what they want.  Your competitors probably suck at telling stories, so here is a very powerful tool to put you ahead of them quickly.  It helped one company go from $500 a month in online sales to $15,000 a month… with the addition of a one-page story on their website.

You can do that too with the Story Selling Home Study Coaching program http://www.storysellingtips.com. It is ready and is an incredible way to introduce your clients and prospects to your backstories…

…where your real money will be made

Story Selling Tips Home Study Program

Jan
24

Ok, let’s talk about what makes you weird

By | Entrepreneur, Entrepreneurial Spirits, Story Selling, Success

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Let’s talk about your….

Eccentricities.

Quirks.

Bizarre behaviours.

Unusual beginnings and family ties.

The first step is admitting we all have them.

The second step is to get them out there!

Leveraging your personal stories in business is a touch-and-go thing. You can’t get too caught up in it.  You can’t share some things far too intimate that you wouldn’t share with your best friend.

But you need to seriously get some eccentricities built into your marketing.

It’s why people read and love Harry Potter books (each character in the story line has certain things about them that make them off-the-wall and unusual).

It’s why people watch Regis every day, and have done so for decades (his opening monologue is full of his daily life-doings and mishaps).

It’s why people watched and were hooked on Oprah’s show.  Who doesn’t know about her problems with relationships (including the present one that has been front and center for a long time… I had lunch with Stedman 7 years ago… seemed like a very nice guy :O)

It’s why reality shows are all the rage!

These so-called reality stars are usually a bunch of yee haws with more quirks than personality.

They have jaded histories.

They have tempers.

They have drinking problems.

They have serious people issues.

Whatever their issue is… people love it and watch just for that.

Weaving stories about your own quicks and traits into your marketing will be the best darned thing you could EVER do.

Think about the things (and write them down) that have made you who you are today.

- hobbies
- passions
- eccentricities
- secrets
- quirks
- dare devil tendencies
- self-destructive tendencies
- unusual past jobs
- present day friends or family with unusual stories or family members

Each and every one of these is a GREAT starting point for your story-based marketing campaign.

But you have to get your list down, PICK ONE, and write about it.  Find a way to tie it into your business and or promotion.

And just see what happens.

The more you do it, the more people will love you for it.

Do it on a regular basis and they become a raving fan, and a Regis-like watcher that sticks with you through thick and thin.

Try it.

Please!

Troy

PS: If you are interested in the Story Selling Coaching system, but aren’t willing to invest $495 in the one-on-one coaching program, I have another option for you.  I am just getting the transcripts done of the past coaching class and am willing to give you a VERY SPECIAL Powerful Personalities special.

You get the 31k Club series of writing lessons as well as the audios and transcripts of the last 6-session coaching series.  For only $99.

If you want in, either Paypal me the $99 (US or CDN – they are almost the same right now), or you can reply back and I will send you a private link.  This has never been offered again and may never be again – I will see if you like the idea or not.  The material is gold when used – worth many, many times the investment.

Let me know your thoughts (paypal to this same email troy@smallbusinesscopywriter.com)

Jan
18

Jackie Dumaine… Yogawoman on a mission (and a great storyteller)

By | Entrepreneur, Entrepreneurial Spirits, Marketing on the web, Story Selling, Writing

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Jackie Dumaine... Yoga Woman on a Mission

Jackie Dumaine... Yoga Woman on a Mission

I met Jackie Dumaine some time ago when she was in the advertising business, and I was considering buying some advertising.

We never did do business together there, but I have been marveling lately at her new found passion for yoga, meditation, and incredible story telling.

She mentions in one of the pages I am going to refer you to that she began writing at the young age of 6, and obviously has kept up her craft, as her site sings with pure genius.

          I want you to first read her “I Am Manifesto”
          http://www.jackiedumaine.com/about-me/i-am-manifesto/

Not much I need to say about it other than… AWESOME!

Jackie has poured her personality on that page and it is a work of art.

Have a look through her entire site and pay close attention to what she has done, and how she has shared it.

http://www.jackiedumaine.com/

Jackie has put together a wonderful example of how websites SHOULD be done.

Personal.

Personality driven.

Revealing.

Engaging.

If only more of them were like this!

I have nothing to do with Jackie’s success, and I don’t want to infer that by any means.

We have spoken a few times over the years and I always enjoyed speaking with her.

Tad Hargrave (http://www.marketingforhippies.com) had some influence on her marketing, me thinks.  

Tad is a great guy and a very smart marketer.  Tad and I co-taught a seminar or two way back when… and I thoroughly enjoyed working with him and seeing how he too has found his niche and created a revolution of “hippy” story tellers like Jackie.

I am a marketing geek, and just LOVE great success stories like this.

Especially when the story telling side is woven into the fabric of their websites and marketing.

Jackie… you go girl!

I am in awe of what you have done with your site and your vision.

Can’t wait to see what you have up your sleeve next.

Troy

PS: If you are near Calgary on Thur night, you definitely need to see about attending her Guided Synergy Magazine Launch Party (she is on the cover and is the feature story).

Details at http://www.jackiedumaine.com/events/

Nov
08

The awesome power of a great story

By | Entrepreneur, Story Selling

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9 year old boy buys his own home with his own money….

…from paintings.

Kieron Williamson is 9 years old and is being compared to Monet and Picasso.

He has an amazing following that snap up his artwork as soon as it is released, and the future potential of this young star is incredible.

Watch this video, then think about why this is.

Not only is he incredibly gifted, but his story is a must-buy part of his fans insatiable appetite for his work.

While we may not have the skills he does – we have the ability to find a killer story and use it in our marketing.

Think it through and plan your story selling launch for the Christmas season!

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