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Feb
08

Personality in pixels

By | Copywriting, Success, Writing

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One of my favourite things about writing this newsletter is the feedback I get from you guys!

Keep it coming.

It helps me focus in on the ares you want me to focus on, and it’s always a treat to know someone is reading… and taking action on what they read.

Like Tom for example…

Here is what he wrote me:

Troy

I love your daily musings especially your focus on storytelling. I am  building a new website with a focus on personal stories from my own experiences in combination with factual information. My biggest fault and drawback is procrastination. When I am ready to write, I can and derive much satisfaction from the results. It is getting in the frame of mind.

Sometimes, I force myself to sit, ready to write, then have to give up.

Recently, I wrote a little piece for the editorial page of our local newspaper. We are in a transit strike here in Halifax and there is a lot of emotion swirling around this issue, mostly negative from both sides of the argument. I am very adverse to negative behaviour, both in business and our personal lives. Life is hard enough, without being bombarded daily by negativity. That is why I enjoy your comments, especially your recent Budweiser find. That was a great ad. My entire family watched it.

So….on with my letter to the editor. I was in the “mood” when I wrote this and it only took several minutes. It incorporates a story, will perhaps encourage alternate travel, instil a moral value or just bring a smile to someone’s face. I hope you enjoy it (see below).

Keep up your good work.

Tom McLane
1-888-507-8880
http://www.goldwaterseafoods.com

The article…

I remember back in the seventies, there was a transit strike in Halifax. Hitch hiking was popular then and I had returned home from hitching across Canada. My mother was in her sixties and had an appointment downtown. We depended on the buses as we had no vehicle. My dear old mother told me she was going out to the street and “stick her thumb out”. I told her no one would pick her up and she was crazy to try. She slung her purse over her arm and went to the street with her thumb out. I would guess it was no more than two cars went by and she was whisked away in plenty of time to make her appointment.

Today, I would gladly pick up a senior, student or anyone else waylaid by the current transit strike. Humans are a resourceful lot and will always find ways to solve a little inconvenience. Let’s get back to those glorious 60’s and 70’s when we trusted and helped one another with a smile on our face. Pick up someone in need of a drive and share your story of a bygone era.

==================
My comments to Tom…
==================

Thank you Tom.

Great to hear from you.

Sounds like you are well on track to get more stories out there. Actually, writing for the papers, and even writing letters to the editor, are great ways to get practice writing and to get exposure.

Anything you can do to write, write stories, comment on peoples articles or posts, etc. is great practice.  The more you write the better you get.  Thanks for sharing this.

Troy

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Further on this
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Finding your “personality in print” (or personality in pixels) is something you must strive for.  Once you find it, you have a marketing asset that you can use anytime and every time you want to build your business or communicate with your clients.

But the ONLY way to find it… is to write.

Write lots.Personality in pixels

About anything and everything.

The other night I got in a mode and wrote for an hour about a 30-day trip I took to Africa back in ’99.  I had never written about it before in this depth, but I sure did enjoy recalling it!

You will get to see it and some of my Africa pictures at another
time.

The point is… you must write.  

Consistently.

Passionately.

Your payback will be great… and the best thing is… your ability to pour your personality down onto the computer screen is a skill that will pay you forever.

Any business.

Any market.

Any economy.

Get busy will ya!

Are you writing yet?

Have a great day!

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. http://www.storysellingtips.com

Jan
30

The true power of raw emotions in your writing

By | Copywriting, Entrepreneur, Entrepreneurial Spirits, Writing

1 Comment

The past couple weeks have been rough for me.

Some very personal things happening that I won’t get into right now.

But what I do want to talk about is emotion.

Pure emotions that strip you down to the core.

The kinds guys don’t like to talk about…

…but girls typically freely share.

Ya, those ones.

Those are the ones I have been going through lately.

They drain me.

But the inspire me too.

Some of my best writing happens when I am in that raw emotional state that I love to hide from others.

Words flow through me unlike any other time.

I don’t know where those words come from… but they sure feel good to put down on the paper.

Tapping into those emotions is one of those secrets of the best marketing campaigns in the world.

When you can feel the tears well up when you read “In Memory of Blue” on the Saddleback Leather Site
(http://www.sbackleather.com).

That memoir he wrote on his dog blue is THE MOST DISCUSSED PAGE on his blog.  He gets DOZENS of comments, emails, and Facebook posts about that page.

Much like my “Ode to Entrepreneurs” article I sent out last week
http://blog.smallbusinesscopywriter.com/an-ode-to-entrepreneurs-3/…

              …I wrote that in a raw emotional state that truly made me blank out the actual writing of that article.

When I was finished, I shook my head and realized I had just written something without thinking.

It came from the heart.

…and people are commenting on it daily.

YOU need to tap into those emotions.

Find something, anything, to get yourself fired up and in that unprotected state.

Then pour your words onto the screen or pad of paper.

Magic happens there.

Miracles too.

Find it, nurture it, and feed it.

Emotions are the KEY to fantastic marketing.

Dig yours out and let them free.

…as tough as that is for guys like me.

Try it, please.

Troy

PS: Telling a great story is an excellent way to start re-discovering your emotions.  Finding the stories that make you cry, or laugh hysterically, is a learnable art and craft.  It makes your emails shine and your website magnetic.

The home study version of the Story Selling Coaching Class is ready this week…  Get yours through this link

https://responsivedm.infusionsoft.com/app/manageCart/addProduct?productId=274

(for full details of everything you get – minus the actual live coaching – go to http://www.storysellingtips.com)

Jan
25

The curious case of the “bespoke brief”

By | Copywriting, Email Marketing, Writing

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Another bizarre email request came through my blog today.

I wanted to share with you the email I got, and the unusual lessons that are inside.

First, I get lots of requests through my blog contact page.

Some of them are for helping with marketing campaigns, others are asking for money, some are joint venture requests, and then other times….I get this kind of nonsense.

“I hope you are well. {NOTE: no personalization – shows a lack of real effort or research on who actually writes for the site.  It would take about 2.3 seconds at the most to figure out my name}
After reading your blog, I think you may be interested in a project I run that would be great for your site.

{NOTE: if they truly read my blog, they should have put something in here to prove that they did, and didn’t just hire someone to do this en masse}

We are looking for partners that we can place a page of our high quality editorial content with, in which the article will be written directly to a bespoke brief produced by you. In exchange we would like to place a link back to one of our blue chips client’s sites.

{NOTE: ‘Bespoke brief’?  Who talks like that?  I sure as hell don’t! Nor would I EVER recommend you do.  I had to think about what it actually meant…and any time you ask someone to get out a dictionary to decipher your message, they are done…toast…vamoose…later gator.  Never try and impress people with your creative use of big words.  It doesn’t impress anyone}

{NOTE: So they want to put one of their clients content pieces on my site, with my endorsement, and a link back to their client’s sites?  Wow! I am so excited!!!  What an amazing opportunity for me.  I am such a lucky guy and this is the opportunity of a lifetime for me! What am I waiting for…this is a once-in-a-lifetime opportunity for me. YEESH.  That is the best they can do, is it?  There is truly NOTHING in it for me with their offer. Put crap up on MY site with a link back to some other person’s site…how enticing.  How about I write my own content and link back to MY products, services, or recommended resources? Go figure.}

We endeavour to produce the highest quality content for our partner sites. I can assure you that all of our clients are recognised corporate brands, so the quality of your site will not be affected by the link within it.I’m sure you receive many e-mails similar to this, offering services at the lower end of the quality spectrum. {company name} Limited have worked on a high end proposition, we are content providers not spammy link builders. Please visit www.{removed for privacy}.com so you can get more of a feel for who we are and what we do.

{NOTES: Yes I do get lots of this nonsense…thanks for thinking of me.  Yours is no better and actually may be worse.  Now go away please.}

If you are interested in partnering with us, or have any questions regarding this opportunity, please do not hesitate to contact me.

{NOTE: Can’t wait!}

I look forward to hearing from you.Kindest Regards

…….

Maybe these guys have a great business doing this, I have no idea. The approach they took with this email SUCKED though.  I can’t think of a more useless piece of trash.

Always remember when soliciting new business….the potential customer you are contacting has 2 very important questions they quickly want an answer to:

1) “What’s in it for me?”  This email never once answered that question.  Yet it is the most important one of all.   Put some serious thought into the answer to this when writing emails or approaching prospects.  If you don’t address this – expect them to dismiss your ‘wonderful offer’ much like I have here.

2) “So what?”   Each and every line in your email request (or letter, or postcard, etc) should answer the question.  Put content on my site? So what?  I write my own.  A link back to their site?  So what?  I don’t want to promote some moron I don’t know, trust, or like.

Put some thought into your emails and prospecting efforts.

Please!

Don’t let your email request get caught in a review like this one!

Answer those 2 questions and you will get a much more friendly response than this :O)

Troy

Jan
18

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

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

2 Comments

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/

Jan
03

Starting work with a good VA

By | Client retention, Entrepreneur, Entrepreneurial Spirits, Writing

2 Comments

Hiring your first professional virtual assistant… in one word?

Painful is one.

Embarassing is another.

After 10 years in business, my introvertedness and lack of desire to have employees is getting the best of me.

Too many client projects to write and manage myself.

Far too many of my own projects taking a back seat while said client work is getting done.

Emails… lets not even think about the wasted hours a week spent on email management.

All in all.. time to move up and think bigger.

Yes, I hired a professional VA who is used to working with wierd writer types like me.

She is professional.

Experienced.

And wants to help.

The problem?

My urgent need to think through ALL the things that I do and all the things that I finally can get rid of.

This is not something new… the information around how and why you need to outsource has been around forever (and I have read it all.. but hesitated on doing until now).

There is no better time than the beginning of a New Year for this.

New goals.

Realizations of unmet goals from last year.

Big Hairy Audacious Goals set and agressively needing to be pursued.

But for a person like me, the process of going through to-do lists and task charts is not enjoyable. Necessary but not fun at all.

It stretches me.

And stretching is good. Its one of the big reason I am so active in martial arts! Stretching yourself regularly makes it very easy to adapt to change, to be quick on the draw, and to have more energy throughout the day.

Are YOU stretching yourself into those uncomfortable zones right now?

Are you planning ahead and pushing yourself harder than every before?

Are you setting those audacious goals you never once thought possible (but now know they are with persistance and hard work)?

Now is the time.

And I want to help you.

The Cash Flow Calendar coaching products are designed to push you into uncomfortable areas. To help you promote yourself shamelessly. To help[ you build strong bonds with those who buy from you. To help you BE a bigger, bolder, and more successful entrepreneur.

The question is…

…are you up for the challenge?

Are you ready to kickstart 2012 with a Big Hairy Audacious BANG?

Get started with the Cash Flow Calendar and we wil walk you thought the steps needed this year to make this one your best ever.

Your daily mantra should be around “what can I do this week that stretches my comfort zone far beyond what it has ever been stretched to?”

Answer that one with action every week and stand back from the fire storm you will iginite!

It’ll be fun.

Join me?

Troy

PS: Just one uncomfortable stretch in your business per week is all it takes. One new and wacky promotion. One direct mail campaign that carries a price tag (compared to emails ‘free’ perception). One new webinar you host. One new expert you interview.

One. Thing. A. Week.

Simple. And the 2012 Cash Flow Calendar and Marketing Plan will show you how.

Dec
02

Biker babes and bad-ass story success

By | Autoresponders, Copywriting, Email Marketing, Writing

1 Comment

I’m a big fan of Sons of Anarchy.

Hadn’t even heard of it until recently, when a friend gave me seasons 1 through 3 on dvd.

Spellbound and a major time vampire.

Sons of Anarchy has turned out to be one of the best series I have ever seen with some of the most powerful, emotion wrenching storylines I’ve experienced.

The best part is that they use some of the same principles I unexpected have been teaching through my emails and in my Story Selling Coaching calls.

A very basic tool that keeps your prospects interested in hearing from you.

…one that grows your business by leaps and bounds over the years if you use it.

Guess what it is?

If you guessed a fantastic story line (something everyone, yes… you too, can create in their marketing), you are correct.

But there is something else other than the main story line that keeps people craving more and addicted to the characters.

Cliffhangers.

Everywhere.

The amazing writers behind this series are masters at creating tension through cliffhangers.

“Will Jax kill him?”

“Will she tell SAMCRO the one thing that will rip the entire club apart at the seams?”

“Will the Doctor be able to save her career… or be subjected to years as a ‘biker-babe’?”

Each episode leaves more unanswered questions in the viewers mind.

Unbelievably addictive…

…and I am not much for watching a lot of tv.

Get this though:

5.8 million viewers per episode

Highest-rated basic cable drama in the US

Emmy nominated

2011 Golden Globe Winner (Katey Sagal… THE best character I think… and a big surprise Peg Bundy could end up to be such an amazing actress. She was also nominated for numerous other acting awards for her role)

 

…much of it through the incredible use of hooks and cliffhangers.

Something you should be working on in your marketing campaigns.

It’s works like gangbusters and isn’t that hard to do when you practice it a wee bit.

I’ve used it for myself and for many different clients over the years.

 …and the clients and prospects LOVE IT.

A great story, mixed into your marketing and personality-driven communication with your clients/prospects… sprinkled with a dash of cliffhanger and BAM, you have a winning campaign.

One they will want more of.

One they will continue to open, read, and act on.

And you know what?

I’m teaching this in the Story Selling Coaching Club.

To find out the full details and to reserve yourself a spot, go to:

http://www.storysellingtips.com

 

Troy White

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