A big achievement I am proud of, but one I also question on exactly HOW this happened.

I was an english class flunky in High school and in University (had to take English 101 TWICE in University to get my grade point up!)

…add the fact that I was NEVER a writer until 10 years ago.

Makes you kinda wonder how I got here… does for me anyhow.

The type of writing I do is specialized on helping those who want to sell more products or services.

Considering I was in sales for 15 years before writing, now it makes a little more sense.

But to get good fast at writing with personality, I found a couple things that worked well for me, and will for you too.

1) I hand wrote out successful ads, sales letters, even book chapters.  Yes, BY HAND.  The cramps were painful. It took a long time.

But damn did it work well!

I first hear about this from the late, great Gary Halbert… and ignored it. I thought “why would I write by hand? typing is way faster!”…as does everyone who hears this.

One day I thought I would just listen to someone who mastered the skill, so I began. Every morning for 2 hours before the kids woke up, I would hand write out sales letters.

For 6 long months!

Every.
Single.
Day.

And oh my, it did far more for my writing fluidity and ease than anything else I had ever done.

It is also something I recommend you do too.

But you need to commit to it for at least a couple months.

By the way, there was a recent Harvard Study that scientifically proved that HAND writing wired the brain differently than typing…hence, why it worked. As you write by hand, you are creating new neural pathways… ones that aren’t created by typing (not to the same degree).

2) Write lots.  The more I write then more comfortable it seems and the better the results I get.

These dailies are a wonderful thing for the soul… very therapeutic and it helps create MEGA content for your marketing efforts!

For the first few years in business I tracked every single hour I wrote.  I made a 1,000 square excel sheet and marked off every hour of writing I did.

The first sheet took 14 months to fill (something like that), the next one 12, the next 8, and so on.

I don’t track any longer, but the funny thing is… the more sheets I filled… the better my writing got.

Go figure.

3) Write JUST like you talk.  ONce you are done writing a piece, practice reading it out loud.  If you stumble on anything, rewrite it.

If it is smooth and an 11 year old could read it back without stumbling… perfect!

4) Last, share your faults and failures through your writing.

For me, it’s an endless supply of writing material :O)  I am not scared to admit I screw up along the way.  But I also do some real good things for my clients too.  (if you ever need any help with sales copy or email campaigns, let me know)

Being a real person rather than some knob who pretends to be perfect is the ULTIMATE relationship builder.

Try it.

Last, I shared stories… lots of them.

It’s how the Story Selling Program came about http://www.storysellingtips.com and its the basis for my business.

All of these you should be doing too.

It will help your business…

…and your bank account!

Have a great day.

Troy

Rabid fans and buyers!

And the 3 companies I wanted to share with you today have tapped into their respective communities and built stellar businesses from them.

The important thing for you and I to note?

Each one of them does it a little bit different, but the basics of what they are doing and how they are doing it are the same.

First, the find a market – and hungry market that either has too many other options to choose from, or no good options to choose from.

Second, they target a very specific type of person.  They DON’T try and sell to everyone.

Third, they monetize their relationship.  Either with a free newsletter that makes its money from paid advertising, or with a paid membership model

Both work great.

Last, there is something in here for you… no matter WHAT business or industry you are in.

There is ALWAYS a way to customize these ideas and make them your own.

Example #1: Tasting Table

They have built a healthy database of one MILLION newsletter subscribers in just a few years!

Here’s a great overview and video…
http://mashable.com/2012/01/10/video-tasting-table/?WT.mc_id=obinsite

Great signup box text from their site:

Free daily email for adventurous eaters everywhere.  Hungry? Sign up:
(simple, to the point, targeted, call to action)

Example #2: Birchbox

They discovered that some of the biggest pain points for customers included the overwhelming selection of beauty products and the inability to get a hands-on experience before buying.  The answer? For a fee, they mail women a box containing four to five deluxe beauty products every month.

More details…

http://mashable.com/2012/01/31/birchbox-video/?utm_source=iphoneapp&utm_medium=rss&utm_content=textlink&utm_campaign=iphoneapp

Example #3:  Kopi Coffees

Again, for a fee, they send subscribers a different gourmet coffee each month, hand-picked by a team of experts that includes some of Europe’s most respected green bean coffee traders.

Full details…

http://www.springwise.com/food_beverage/single-estate-coffees-curated-delivered-monthly-door/

The reason I wanted to share these with you is to open your eyes and ears to the potential with these 3 ideas.

There IS a way to make it fit your business.

Will you try?  That’s the real question!

If you need help coming up with a way on how, invest in the Story Selling Home Study Course http://www.storysellingtips.com and I will gladly give you some email feedback and ideas.

To your membership and niche marketing success!

Troy

Step #2: Turning Your Leads Into Sales

No matter how great your leads are, unless you have a solid follow up system in place, you won’t convert nearly as many as you could.  Once the follow up letters are written, tested and improved – you can send these out as often as possible and you will know that you can make $xx,xxx every single month as long as you are sending out a certain number of letters.

If your letter #1 converts 10% of your prospects into buyers, letter #2 converts 5%, and letter 3 converts 3% – you have 18% of your prospects that you can convert to paid clients – without a single meeting or phone call – the letters can do ALL the work.  

{insert video, email, autoresponder, etc in place of letter – the system is the same for all}

So remember, the goal of all these exercises is to build you a business system that makes you money month in and month out.  Something you can repeat, grow, or shrink, depending on how much business you need or don’t need.

The most powerful way to do your follow up is through direct mail, email, audio or video.  

Until now, they have put up their hand to say they are interested in your offer.  You have taken down their contact information and sent them the gift offered.  Now you need to get them to buy into your products and services.   And a 3 step follow up campaign is the most powerful way to close the deal.

I don’t have enough room here to properly show you how to create follow up campaigns that work.  But I can give you a formula to use throughout.

Have a look at www.smalldisplayads.com – notice the letter there.  It sells a $20 special report which converts very well.  The formula that I used there is the same one you should be using:

Attention – get them to read it right off the bat. The headline you use is KEY and will make or break your success with the follow up.  Some of the best formulas for headlines will be found in… you ready?… The national Enquirer and Cosmopolitan Magazine.  Those have some of the best headline writers in the world, and you had BETTER pay attention to how their write their cover headlines (email me if you want a list of the 100 most effective headlines ever written – email address at end of this chapter).  Right under the headline you need to continue with the same thought you were on in the headline.  Leading to…

Interest – You got them to stop and read your letter.  Now you need to build up their interest and show them you have something that they will want (if you have done your research, targeted the right person, and gotten them to put up their hand for more information… you know they are interested).  Now you have to build on that interest and further the reason for them to keep reading…

Desire – This is where you introduce to them an incredible offer that they have ever seen before.  I like to bundle numerous products or services together and offer them a fabulous deal on the bundle (call the bundle something different so they can never compare apples to apples with your competitors).  Offer them an incredible guarantee.  A price plan.  Testimonials from happy clients.  Proof that you deliver on your promises. And then…

Action – The most important (yet neglected) step in the entire marketing system.  Ask them to take action NOW.  Give them reasons and incentives to visit or buy right now.  Give them every reason in the book to trust you.  And make sure they understand what will happen if they don’t take action NOW.

Not exactly rocket science – but it certainly makes money on demand.

Step #3: Measuring And Testing

As mentioned previously, you need to track EVERYTHING.  Noting what works, what didn’t, how well it works or didn’t, exactly what you did, etc. The easiest way to do this is keep a simple excel spreadsheet (or something similar) detailing everything that has happened. Then it is time to rank the results you got.

Rank it:

1 – stellar success and either brought in a ton of sales, new leads, or positive comments from your customers and prospects.

2 – marginally successful – broke even on profits (or small profit), got a few new leads or positive comments

3 – not good results at all – lost money or time for nothing, no new leads or sales, no one even noticed you during your attempt

4 – disgustingly bad – big loser, negative feedback and comments, complete waste of time for your business

Rank everything you have done in your marketing campaigns – from 1 through 4.

Then separate them into 1’s and 2’s (the winners) – then another group of 3’s and 4’s (the losers). The 1’s and 2’s you are going to do again… the rest you will hold off for now and revisit them in 6 months or so (things change – what didn’t work now may work exceptionally well in 6 months – the internet and society is on warp drive right now – never throw out your test results).

You can even go further into detail and give your honest thoughts on why some things worked and didn’t. These notes you make could be worth a fortune to you in 6 or 12 months.  Rather than reinventing the wheel – you may find you tested it already but forgot it didn’t work – or did work.

Now write out how you can make them better, more fun, more exciting, more profitable, more enticing, more powerful, more appealing to the emotions… anything you can think of to make it better – write it down.

Post these types of results on a regular basis.

Keep in marketing results binder – review monthly – or whenever you need new promotion ideas.

With the above example – you would definitely want to run ALL the 1’s at least one more time a year, test the 2’s again – and don’t bother running the 3’s.

THINGS TO TEST
(only test one thing at a time or test is invalid, test must be run to exact same list or publication as initial control)

Put in columns
Free samples
Quantity discounts
Method of payments (cash, check, ccard, multiple credit card options, purchase orders, extended payments)
Method of response: phone, mail, email, web, fax, in-store
Regular envelop vs larger
Live stamps vs pre-printed
Teaser copy on envelope vs none
Window envelope vs regular
Signature in blue ink vs black
Different headlines
Handwriting in margins or spread throughout
1 page letter vs multiple page
Opening paragraph
Change the PS
Color vs black and white
Font size
Different font
Bonus bundles
Deadlines vs no deadlines
Write as if from you vs write as if from someone else (staff, spouse, client, supplier)

[NOTE: Do NOT ask your friends, family, or co-workers for their impressions on your marketing! They are the worst ones to ask.  Either hire a professional, use the templates here as a foundation, or test your campaign to see the real results.  I can’t count how many times a spouse or employee has completely destroyed the effectiveness of a campaign with their “thoughts about it”.  Stick with the formula here – it works in the real world.  Your best friends advice doesn’t work in the real world... guaranteed]

Once you have a campaign that works for you–keep using it! 

Don’t stop just because you are tired of it.  Send it out to every new lead that comes in the door. If it works once – it will work again.  That is the beauty of this kind of marketing.  You write a direct response campaign using the principles laid out here, you test the results, you try variations of, find a winner, and keep using the winner as many times, and as often as humanly possible.

That is how fortunes are made and how small businesses become big businesses (or at least very profitable businesses, for those who want to keep it small).

A CHALLENGE TO YOU…

Don’t just read this post, take action on it.

NOTHING good comes from inaction.

…especially in marketing and sales.

Troy

PS: Note something on the sales system here… real success in this type of marketing is based on using stories.  Stories are proven (Carnegie Mellon study) to outsell facts based promotions by 180%.

Don’t fight the desire to crawl under a rock when asked to share your story… DO IT.  The more stories of your past and present experiences… the more people will like and buy form you.

The simple addition of more of your back story is the simplest way to generate a following of prospects and buyers.

DON’T HIDE IT!

Most entrepreneurs seem to be scared or embarrassed about their beginnings.  Yet, to those who pay you for products and services, it is one of the MOST important things about you.

Don’t kid yourself…

…you have competition out there… LOTS of them.

Your buyers could choose you or one of a handful of others.

So product isn’t how you differentiate yourself (and trying to win in the long run on price is a losing battle)

Your STORY is how you win them over.  TELL IT!

Starting with this step-by-step home study program to get it out there http://www.storysellingtips.com

Adding the story in helped one company go from $500 a month in online sales to $15,000 a month!  Just by adding a single page on their site that shared their story in a compelling way.
What could it do for YOUR site?   http://www.storysellingtips.com

They are famous on a local scale for the quality of their spicy (and non-spicy) sausages and meats.

They have done a TON of things right over the years.

Straight from their site (www.spolumbos.com):

“It’s a story of three first generation Italian-Canadian boys who grew up in traditional Italian families. With the family spirit of old-fashioned Italian tradition, the boys hand- cranked their family’s’ small food grinders, helping to make home-made Italian foods, like sausage and fresh crushed tomatoes for sauce.”

These guys are masters at marketing their business. Now think about this – it’s an Italian deli – not exactly something original.

But they own the majority of the market in the city of a million people.

How?

1) They use their celebrity status (all played in the CFL – the Canadian version of the NFL). Their old jerseys, photos, cups etc are all posted in the deli for all to see.

(if you have anything that resembles fame – use it! If anyone in your family does – ask them if they would be your spokesperson.)

2) They educate people on how their business works – how they make the meats – how the business does what it does. They have a virtual tour at their website showing you everything.

(remember the story of Schlitz beer? When they educated people about what goes INTO their beer – the time, labor and love – they went from 15th in the market to 1st! Everyone else did the SAME thing – but they were the only ones to educate people on it).

3) They use videos of their deli (the multimedia approach) – to attract the visual types. They even have a video there of Momma cooking over the stove.

(they did not worry about expensive camera crews and wasting a TON of money on high end product – it’s a hand held video camera! And it works. Don’t over complicate things – people could typically care less how much you spent on your video and audio production – all they want is the real content)

4) They give away their recipes! They don’t pretend they invented Italian sausage… they just make some of the best out there – and they share what they know. They are very open with the ingredients and the nutritional information of all their products.

(do you share all that you know about your business and industry? You should. People appreciate knowledge they don’t have – so show them you know what in the heck you do for a living).

5) They have wholesale AND retail covered. You can buy online via the case lot – or come in and get yourself lunch or dinner. You can buy their sausages through many other food related businesses here in town as well – so they use alliances and joint ventures to expand their reach to blanket the local market.

(are you give people numerous ways to order from you? Are you using other peoples client lists to sell your products or services? You should!)

6) They love giving to charity – and the media loves covering them. You will see these 3 guys at all the big sporting events – cooking up a storm on some big arse barbecues. They give a TON of food, toys, and help away to the charities that need the help.

And the media LOVES them. You see them everywhere – in the papers, on the radio, on television… they are everywhere.

(is there anything at all you can do or give away to a local charity? Help out those that need the help! And make sure the local media knows about it- phone them, fax them, write them)

THEY MISSED THIS THOUGH:

On their website they do not capture emails. They should. Think about the specials they could send out via email to get people in on their slow days of the week – even have specials for people to come in on their slow hours of the day.

(capture your customers contact information! Then do something with it… market to them… get them buying more often… in more quantity.)

Some very powerful lessons to be had in my last visit to Spolumbos – I hope you take notice and try a few new things in your business.

If it worked for them, it will work for you… no matter WHAT your business is.

This is not an excuse: ‘But… myyyyy business is different’ – no it isn’t!

You deal with people and people buy your product or service if you do what you promise.

Your business is not different at all.

It is all about people and giving them more than what you promise – and making sure they even know you exist.

**** Take heed in Mommas recipes – they contain the wisdom of wealth creation. ****

To your massive success

Troy

PS: Note something on the Spolumbos site… their story.

The simple addition of more of your back story is the simplest way to generate a following of prospects and buyers.

DON’T HIDE IT!

Most entrepreneurs seem to be scared or embarrassed about their beginnings.  Yet, to those who pay you for products and services,  it is one of the MOST important things about you.

Don’t kid yourself…

…you have competition out there… LOTS of them.

Your buyers could choose you or one of a handful of others.

So product isn’t how you differentiate yourself (and trying to win in  the long run on price is a losing battle)

Your STORY is how you win them over.  TELL IT!  

Starting with this step-by-step home study program to get it out there http://www.storysellingtips.com

Adding the story in helped one company go from $500 a month in online sales to $15,000 a month!  Just by adding a single page on their site that shared their story in a compelling way.

What could it do for YOUR site?

http://www.storysellingtips.com

Maybe you do too?

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

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

Hope you have a wonderful day and evening ahead.

Nothing says loving like some laughing.

…and the guy in this video I am going to share with you is one of the BEST LOVERS out there!

Door to door sales is one of the toughest gigs in the world.

I should know… I did it for 2 years.

You may recall that I owned a College Pro Painting Franchise to put myself through University.

It was a GREAT way to spend the summers, and to learn about running a business with employees (I had 8 painters… more like children I had to babysit, but that’s another story).

But a big part of the reason why I did well in College Pro was that I LOVED knocking on doors to find painting jobs.

Yes, I got the door slammed in my face and was sworn at far too much (really people?).

But I also landed a TON of new business this way.

I also hired myself out to the other Franchise owners to knock on doors in their neighborhoods.  $10 a lead I think… and it was great $$.  They were scared of doing it themselves… so they hired me.

Seeing this video, I realize how well I could have done with some of this dude’s skills.

Pay attention to his quick one-liners and use of humor through every step.

Not saying we all have to be a stand up comedian like this guy, but I am saying a little self-deprecating humor mixed in with some good belly laughs makes for a VERY compelling sales argument.

Makes it VERY difficult to say no.

Have a peek and see for yourself.

Happy Valentines Day!

Troy

…I recently got hooked on True Blood.

I have watched the first season, and it is fantastic!

Between the darkness, the characters, the blood and the fantastic story lines they use… I am a fan.

Much like Sons of Anarchy that I wrote about before.
http://blog.smallbusinesscopywriter.com/biker-babes-and-bad-ass-story-success/

For far too many years, the shows that were playing on late-night television were awful. No creativity. Copy-and-paste plot lines. Crap characters.

Every once in a while one would pop up that was ok… but most stunk up the bloody screen.

Something shifted and the writers and creatives are cranking out some genuinely good shows.

Considering I am not much of a tv guy, it pains me to admit I am taken in by some of these new series.

Like True Blood.

The story of Vampires and Humans co-existing on earth.

The story of how the vampires feed, and convert humans to vampires.

The stories of some very unusual personal powers that some of the humans have… bordering on as scary of a power as fangs are.

And Anna Paquin is just hot in this show!  

She makes True Blood shine.

I also LOVE the names they have created for the show. “Fangbangers” is one I love!  This is the name of the humans who love to get bit and banged by the vampires.  It’s a whole subculture of humans that take great pleasure in this.

Creating unique names like this is a skill and art in itself.

One you should be practicing!

It makes book titles more interesting.

Subject lines.

Headlines.

Product names.

Even dog names.  My daughters and I have a game we play at the dog park.  We go around and create new names for each dog we see, based on how they look and their personality.

We have a blast doing this… and it is teaching my girls how fun it can be to create names like this and to use their creativity in all kinds of innovative ways.

Try it.

True Blood also makes me think of a few other things that relate to you and I.

…and our ability to shine in our own businesses.

The first thing us humans need to be weary of… Time Vampires.  They are everywhere!  Those innocent looking phone calls or emails that drain you of a precious hour out of your day.  It may not seem like much to the person calling, but each hour sitting on the phone is a significant chunk of real, money-making, work not getting done.

Be very, very careful of the time vampires.

Avoid them like the plague if possible, and cut off their blood supply (your time) at the pass.  “I have another call in 10 minutes” usually repels them like garlic.

Also be very careful of the entrepreneurial spirit vampires.

They are the ones who try and suck the passion out of your entrepreneurial drive.

They try and make you believe that going back to a job is the most honorable thing a mere mortal can do.

They do everything in their evil power to suck you dry and make you feel completely drained…

…energy-less and ready to sink deep into the deep dark hallows of depression.

Been there, done that… got the bumper sticker.

Avoid it.

Do whatever it takes.

My mission this year is change.

BIG CHANGE.

Positive change.

Forward change.

…And I have made many changes already.

But they weren’t easy to do.

Nor will they ever be.

BIG CHANGE takes guts.  It takes ‘testicular fortitude’ as one friend says.

Few can do well on change…

…but the new era of entrepreneurs THRIVE on change.

Care to join me in a whole new world?

One where YOU are in control… and one where YOU know what types of garlic, sunlight, or wooden stakes it takes to slaughter the vampires in your life.

You in?

Good.

Start with the biggest areas of your life that need change right now.

List them out.

Pick one.

GET IT DONE.

No more excuses.

Just do it.

Fight the fear and do it.

Deal with the tears that may come…

…and move forward faster.

I am there at your side right along the way.

Promise.

Let me know how it goes and what I can do to help.

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

This is my million dollar lobster report... a fantastic lead generator (if you haven't read the report, click the image to get it)

Yet, it can be one of the most difficult things you can do.

They can be expensive… difficult to find (quality ones anyhow)…and converting a lead to a buyer is not always simple.

Step #1 in the process is outlined here today, and the follow up steps will come next week.

Enjoy…

Rule #1 Must Have A Good Headline – and possibly a different font as the rest of the ad

All Bold – NOT ALL CAPS – which is difficult to read

Your ad must visually stand out from other ads (look at the ads in the section you’ll be advertising in and make yours look and sound different)

Either an attention getting headline – or a benefit based headline (WARNING! STOP! IF YOU ARE ABOUT TO…  or the Fastest and Easiest Way To Lose Weight- For FREE… or… How To Win
Friends and Win Friends and Influence People)

Rule #2 You must address the readers – not yourself

Use “normal people talk” not “advertising” talk – make it sound like a conversation you would say to a prospect the first time you try to get their attention

Again, you must contrast with others in the section – talk like one of them

Write your ad as if you are talking to one person only.  Most ads are written as if they are talking to a group (use words like you and yours – actually count the use of you and your versus I and we – there should be less than 5% of the use of I , me or we)

When people are looking at ads – they are typically interested in buying – so always remember you’re talking with people who already have a burning desire for your offer

Rule #3 Make Your Display Advertisement As Long As It Needs To Be

There is a false belief that you must keep your ad as short as possible (again – false advice from people who have never been accountable for the results they get from their advertising.  The more you tell the more you sell has always been true – and it always will be)

Always be addressing the benefits of what you provide to them – not the features. List out everything about you, your business, your product or service – then ask “so what?” – do you answer that? Do you tell them what it means to them?  What is in it for them to read your ad and to call or come by your business?

Rule #4 Find a way to leave them with an emotion after reading your ad

Create a picture in their mind of their new lifestyle – using your product or service – enjoying the benefits – thinking how glad they are that they used your service or bought your product

BY FAR - the biggest mistake made – you MUST have call to action (most people miss this one. ask for them to take action – request your report – get their free coupon – book a free consultation – make it a limited time offer – or limited quantity – or a single day of the week)

Step #2 to come…

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

I love getting action takers to send me their results.

This just in from Fran Marion at Legacy Canvas…

=====

“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

=======

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

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.

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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
===============

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.

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