Fellow business builder,

I have a great entrepreneurial story to share with you today.

This holds keys to establishing a great story for your business, and on how to get your customers talking.

First, Elephant Poop Hats…

You may have never heard of Tilley Endurables.

They produce the world’s most durable hats, one of them was eaten and pooped out 3 TIMES by an elephant! That hat has become a central point in their marketing and that exact hat is now on display in their central store (still looking next to new).

Talk about a GREAT story.

30 years ago, Alexander Tilley had a moment of clarity while sailing. He was fed up with trying to find a decent sailing hat, and took it into his own hands to design the ultimate hat. After a few variations on design and durability he struck gold and found the magical combination of design, durability and downright good looks.

Next thing you know, other sailors were all over him to get one of their own.

Once they became THE essential piece of clothing for sailors, birders were next. Then hikers. And so on.

30 years later, Tilley Endurables has branched off into all kinds of durable travel goods, and can be found in 2,500 retail stores across the world.

How?

Stories.

Alex Tilley is a masterful story teller. He uses stories to engage his buyers. He uses stories to fill his 4-page owners manual (yes, a 4 page users manual, for a hat!).

Another type of story he uses involves intricate details on the design: “Most Tilley Hats are born from a process involving 41 steps, 23 sets of hands and 15 pieces of fabric/notions. All Hats and Caps are made in Canada with the exception of the TF1 Fedora and TOS1 Oslo Hats, which are handcrafted in the USA. The fabric for each Tilley Hat style is rigorously tested for durability, breathability, sun protection, comfort and of course, good looks!”

He gets his customers to share their stories as well: “We built our business on testimonials,” Tilley has said proudly. Examples like this are to be found in all their marketing: “I was walking east on West 78th Street in New York, as usual wearing my somewhat ancient Tilley original. A very well-hatted man was coming toward me. To my surprise, he gave a little bow and said… ‘Great hat!’.” M. Maclean, Toronto, Ontario

Brag tags anyone?

Tilley hats come with Brag Tags that you can give to people who admire your Tilley. The tag notes “Most Tilley wearers and the person beside you is a prime example, are interesting people of sterling character. It is well worth cultivating their acquaintance. To that end, you’ll be pleased to learn it is customary to provide the giver of Tilley Hat procurement information with a WARM HUG, OR STAND HIM OR HER TO A DRINK.”

Not only is that a great story to share, and to give, but it builds the buyer of the hat up to a high status that others desire for. Not only that, the owners manual tells you exactly HOW to use brag tags for maximum enjoyment (and where to find the secret pocket in your hat to store them, so you always have them on hand)!

To top it all off… a lifetime guarantee: “If your new purchase doesn’t fit, send it back. If the color doesn’t suit you, send it back. If a new item has not been worn or washed, we’ll cheerfully exchange it for one of the right size or color. If the new item isn’t quite what you expected, we’ll refund the purchase price.”

Is it any doubt that Alex Tilley ‘gets’ the power of a great story.

He has built an admirable business with the effective use of stories… you can too.

How can you use long copy to sell pizza?

Next time I am going to share with you a story of a fantastic business that COVERS their pizza boxes with long copy. Copy everywhere. Top, bottom, inside and out. They get it – you will too.

Watch for it and I will show you exactly how they do it (along with pictures) and show you the impact it has on their business (including the unusual things their customers do to keep these pizza boxes.

Last, seriously consider joining the Story Selling program that starts soon.

This is a 6 week, interactive webinar series.

It will be a smaller group so I can give personalized attention to your stories, your campaigns and your progress.

…You will take part in the webinars.

…You get the recordings and transcripts.

…You get all the bonuses, checklists, tools and special reports.

…And you get a minimum of 2 campaigns written during the program (you write them while we go through the program).

If you are ready to take your marketing to the next level of persuasiveness, join us.

http://www.storysellingtips.com

If you understand the amount of money you can make in a single campaign, let alone two of them like you get in this program, you know that the special $247 price I am offering this to you for is a no-brainer (one client of mine, who took a workshop from me before, was instantly able to have $1,000 days when she used tools like what you get here. Previously she never made that I a month.)

I am only offering this for the next 10 days (go figure where the 10 came from). After that it goes up to the price of $347.

Not only that, I am only able to accommodate a small group of 40 for this program.

All the details are here >>> Story Selling

The best part?

You actually walk out of the program, not only with a skill that will help you profit for years to come, but you also write 2 promotions while you are in the program!

Hope to see you there soon.

Troy

PS: We are going to have some fun in this program! Complete with contests for best stories, best promotions, etc. A great way to meet people and craft your perfect signature story that will make you moola for many years to come.

Join us and see all the details here http://www.storysellingtips.com

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