I posted a new article today on Clayton Makepeace’s blog.

If you run a business and need to grow your sales – read this one!

This is about Kinjos Sushi in Calgary, and how they manage to continue growing at such a rapid rate.

Not just small amounts of growth — MASSIVE growth.

Week.
After.
Week.

When restaurants are closing their doors all over, Kinjos continues to fill their restaurant from the minute they open until the minute they close.

How?

Some simple marketing and positioning techniques they use – all bundled up into a VERY unique story their customers love to share.

If you want to attract new clients and improve your cash flow – read this article about Kinjos!

And let me know your thoughts. Troy

Where the heck have I been?

How it got to be September already, I will never understand.

Once second it was July 1st and I was leaving to the beach with boat, wife and daughters at my side… next thing…. 2 months later.

Yikes.

Actually, this has been a very weird summer for me.

Honestly, the summer was tough with some businesses that I help… not all peaches and cream like some would like you to think.

It’s true – not all businesses have been booming during the summer.

Despite what some of the ‘gurus’ say… some people are actually having a tough time selling these days.

= = = = = = = = = = = = = = = =
so why aren’t they telling you the truth?
= = = = = = = = = = = = = = = =

Because that doesn’t sell.

They want you to believe that anyone and everyone who buys their magic-pill-of-the-month will be a trazillionaire… just like they claim to be.

But sometimes the truth hurts.

Don’t get me wrong – I struggled with a couple campaigns this summer… but others have done exceptionally well.

One of my clients sells high end furniture. I have been working with them for over a year now and he just opened his second story in July.

Thanks to a larger market in the new location, sales have been brisk in his first 30 days there… more than double his other store.

Here we are with September upon us and the biggest shopping season upon us…

…how do you ensure you make the most of it?

A GREAT STORY.

That’s how.

The one major factor that is helping my clients win in their business is a great story they can tell.

People love stories right now.

It connects one to another.

It breaks down barriers and helps you find people with a like mind.

= = = = = = = = = = = = = = = =
It attracts the perfect type of client…

…one who is more concerned about the
*experience* you give than the lowest price they get.
= = = = = = = = = = = = = = = =

Much like the Lobster brothers I have written about many times before (http://www.milliondollarlobster.com) – a great story can help you sell your product for many times the price of your competitors (in the lobster brothers’ case, many hundreds/thousands times the price)

= = = = = = = = = = = = = = = =
The OPPORTUNITY for you…

…start working on your story.
= = = = = = = = = = = = = = = =

Get it nailed down now, and you will be rocking by the time things pick up.

Using stories to sell and persuade is one of the most powerful abilities you can strengthen.

Some starter stories you can use:

* Pet Peeves
* Physical Characteristics (Uniqueness)
* Core Beliefs
* Significant Childhood Events
* Beliefs
* Hobbies
* Education
* Skills
* Interests
* Family
* Talents
* Life Events You Remember Most
* Adventures You Will Never Forget
* Incompetence At?

This fall I am offering a Story Selling Coaching program that will help you define your signature story then find ways to turn your story into cash flow.

If you would like to take part in the first group of Story Sellers, just reply back and let me know you *might* be interested.

(if you are a Coaching, Business Mastery or Sales Letter Success client, you get this gratis!)

One coaching client from a previous program made more in her first story campaign than she made in the previous 2 months.

Another client who leverages stories using the techniques I will share (along with numerous other Story Selling Experts) has built a VERY profitable membership model.

= = = = = = = = = = = = = = = =
Now earning him more in a *week*
than he used to make in 3 months.
= = = = = = = = = = = = = = = =

Yet another just mailed me a handwritten letter from Australia.
He took some of my Story Selling techniques and has quickly built a decent income that is bringing some great joy to his family (including a pony for his daughter!).

If you are interested in learning more about how to become a Story Seller, just reply back and let me know. I will not pester you or hold you to it, I am just looking to see who might be interested in this program in September.

Last, here are a number of ideas you can use in the coming month for growing your sales:

September Events
———————
International Self-Awareness Month
International Strategic Thinking Month
National Coupon Month
National Hispanic Heritage Month
National Skin Care Awareness Month
National Courtesy Month
Be Kind To Editors and Writers Month
Million Minute Family Challenge
Reunion Planning Month
Shameless Promotion Month
Update Your Resume Month
Women of Achievement Month
Organic Harvest Month
Jazz Month
Fall Hat Month
Children’s Good Manner’s Month
Self Improvement Month
Tiger Month
Hispanic Heritage Month
Baby Safety Month
Library Card Sign-Up Month

Thanks, Troy

PS: One other reason for my absence this summer… I just needed it! We ALL need a break. When you feel like you are at the end of your rope… take an afternoon, weekend, entire week off. Get away from email, blogs, etc, and just relax.

That can do you FAR more good than anything else.

PPS: I have quite a few blog posts you may not have seen, but should:

Facebook advertising… friend or foe?

Honesty in Advertising… the best movie for copywriters… ever

How to get out of a slump

Most times the answer is right in front of you

You ever felt lost, dazed and confused?

Can’t see the answer to that nagging business problem?

It happens to all of us.

To me quite recently.

I was struggling with an idea and what to do with it.

So I tossed and turned.

Mindmapped it.

Lost sleep over it.

and then…

…lo and behold… the phone message I got pried open the door I was looking for.

I returned the call – and got some seriously GREAT additions to my idea.

Additions that will help my clients and help me build my own business.

All because I was overlooking my most important asset – the people I know.

If you are lost or confused and need help, have you gone out to your network of people?

Not with an email.

With a real live (gasp) phone call.

Something amazing happens when ear meets phone – a connection is made and big things start to stir.

Sometimes minds and melded and breakthrough ideas come forward.

Other times the person on the other end sees something (good or bad) in your problem or idea.

Many times they know exactly who you should next talk to.

…or, in my case, where I could find the exact model to do what I wanted to do.

As I have shared before, I can be a major recluse.

It’s easy.

Keyboard and computer can be my communication tools… and the phone gets neglected.

Which means I am neglecting my contacts, my friends, my family.

What about you?

Are you stuck?

Then pick up the phone and make that call.

Get in touch with the person you know that might have insight for you.

See where it takes you.

Yes, phone calls take much longer than blasting out an email.

But the connection is deeper and amazing things happen when person-to-person communication over the phone takes place.

…a CHALLENGE for you.

Over the next week, I encourage you to pick up the phone and call someone you never call.

Someone that might be able to help you through any business challenge you might have.

One call.

30 minutes of your week.

Who knows where it will take you!

In my case, it gave me the clarity I wanted and the plan of attack I needed to follow.

All in 30 minutes.

Compared to the hours I had wasted stewing about it.

One call.

That might be all it takes.

I DOUBLE DARE YOU!

One thing about today’s economy… you had better be tough to make it out better off than you went in.

The media makes sure you hear all the disturbing trends.

That’s how they make their money.

But their fear mongering won’t help you build your business or live a better quality of life.

You have to take responsibility for that.

So what do you do?

People aren’t spending like they used to.

They are spending less than they used to (only the top 5% income earners are growing their personal expenditures by any significant amount).

They are making buying decisions based on a new criteria that they have set.

They aren’t reading the yellow pages in print.

They aren’t responding like they used to when they saw newspaper and magazine ads.

Now it’s summer and people are paying less attention to all the online commotion.

Again, what do you do?

If you are looking for new ways to grow your business in turbulent times like this, you must start looking at unusual ideas.

Completely different marketing ideas.

New media to place lead generation ads in.

One of the best places to start?

Go FAR outside of your industry…

…to a land far far away.

If you sell computers, look to the restaurant business.

The point is that you need to, right now, STOP thinking about you being a computer tech, or a restaurant owner, or a life insurance specialist.

And you need to start thinking like a marketer.

Marketers look for opportunity in the weirdest of places.

When they see something working elsewhere, they don’t say (in a whiny voice): “that won’t work in myyyyyyyyy industry… my buyers are different”.

Yes, your buyers are unique people… but they are people and people buy based on similar patterns and habits.

And if they are buying over there in a wacky promotion going on, you had BETTER get testing ways to take that wacky promotion and make it work for you.

So get busy looking at what promotions catch your eye – online, offline, it doesn’t matter.

Things that stand out to you in the newspaper or magazines you read.

Success stories you read about.

People you talk to who are doing well in business.

Figure out what they are doing, how they are promoting it, and then FIND WAYS to make it fit your offerings.

Tools needed?

Pen.
Paper.
Phone.
Ambition.

That’s it.

Now get busy.

I took a simple little 2 pager that was written for a completely different industry.

I modified it to fit my client.

We got over 15% response.

I modified it again for another client and we saw a 20:1 return on their marketing investment to mail the letter out.

(how many times would you be investing $1 if you knew you would roughly get $20 back? as many as freaking possible, I would hope!)

The letter came from an industry I do not like.

One few people like.

But it worked.

And I modified it to make it work in multiple industries.

It didn’t work every time the first time, but through testing was made to.

If you are interested in a copyright free version of this letter that you can use for your own business… let me know how to get ahold of you and we can talk.

I have to charge you for it – everyone else paid for it.

BUT, I promise it will be a minuscule investment compared to the results it can give you back.

The best ideas come from places you would never think of.

This might be one.

I am offering 10 copies of this letter, one per industry.

Email me at troy@smallbusinesscopywriter.com if you want to find out more.

And keep your eyes open for those wacky marketing promotions that catch YOUR attention. If they work on you… the odds are good they are working on others!

To your success. Troy

Listen in as I interview the referral marketing master, David Frey.

This is a very informative (and profitable) 60 minute interview you need to hear.

Why? Because referral marketing and word of mouth are 2 of the most powerful ways any entrepreneur can grow their small business.

Do you have a referral marketing system in place?

Here’s one done for you.

Learn:

* 6 powerful elements of effective referral generation

* The least leveraged tool you can automate with a simple online site

* 3 fun sites that will spice up the relationships with your clients

* One of the most overlooked reasons for contacting your clients (and why they will LOVE you when you do!)

* Your new 3:1 referral system that will boost the number of referrals you get by 500% (and then the follow up thing you can do to boost the referral numbers by 300% more)

* How to get in front of major players and the big names in your targeted prospect list

* Major circles of influence… how to win them over and get them sending you their best customers

Get your interview here – no sign up needed.

(right click and save to your computer)

Have a fantastic day.

Troy

Here’s how you can increase your sales numbers and attract a better quality client

Email marketing has transformed the way we can grow businesses. From the costly (yet still highly effective) direct mail world with the postage and printing costs… to the new age of instant delivery and little out-of-pocket costs for a mailing.

Email can bring life to your marketing mix and give your prospects and customers an insiders peak into your personality and business endeavors.

That said, email marketing is not a guaranteed moola maker.

In fact, more of them go wrong than right (despite what nonsense many of the ‘gurus’ are feeding you this week).

It doesn’t take much to sit at your computer like I am doing now, and put together a letter to your clients, much like I am to you right now.

What it DOES take is some grey matter to go into your campaign and some formulas that help ensure your odds are improved.

1) Write to ONE person… not hundreds or thousands. Know who your perfect client is. Know them like your best friend. Know what they would say if they were the one writing their life story in a journal.

What would they tell you?
What are their challenges?
What are their frustrations?
What keeps them awake at night tossing and turning?

If you don’t know this – you can’t write effective emails to them. They will come across as bland, stale, and without a personal connection. BUT, when you DO know who they are (intimately) your email will strike a chord with them unlike any others they receive. (fyi: I actually got to know my one client so well that I ended up marrying her ) 11 years now… twin 9 years daughters to add to the mix. You could say I know her very well

Marriage and kids... the roller coaster ride of your life!

2) Leverage your personality. One of your greatest assets, yet highly unlikely being used to its potential. Here are a few key things you can use in your copy that may help.

The key to this is to let loose. This is a unique way of getting inside your head and finding real life ways to position you and your business in the buyers mind. Don’t worry about if it is too much or too little… just dump your thoughts on paper.

Sometimes the most unusual of things about you can be the big breakthroughs we are looking for in the marketing and positioning of you.

Have fun… share freely.

* Pet Peeves
* Physical Characteristics (Uniqueness)
* Core Beliefs
* Politics
* Birthplace
* What Are You Pathological About?
* Significant Childhood Events
* Beliefs
* Hobbies
* Education
* Skills
* Interests
* Family
* Talents
* Life Events You Remember Most
* Adventures You Will Never Forget
* Incompetence At?
* Anything You Are A Legend Of?

If you invest a few hours on this, and write down the points you think of as they come to you, that docuement will help you write promotions, articles, blog posts and campaigns for years to come.

A definite worthwhile investment.

3) Always try and include something in your promotions that gives an insight, a tip, or something helpful. Even in your promotions, include a PS or a side bar that is helpful. It helps them justify the time they invest in your materials.

4) What makes you unique in your field? Everyone talks about a USP – but, as you’ve probably seen, they are not that simple to create. Ask anyone what the best USPs are, and you will always hear Dominos Pizza, Fedex, etc. Always the same. Why? Because they aren’t that easy to do. Especially in today’s market with soooo many competitors out there – all doing the same thing you are. But there must be something, just one thing, that makes you unique. Right? Find it – then mention it in every email that goes out. Use it on your websites. On your blog. On your invoices. Everywhere you can – spread the word about the one thing that makes you unique. It doesn’t have to be rocket science – Microsoft doesn’t have one – Coke doesn’t have one – even Apple doesn’t have one. So monster success stories didn’t always get that way with an official USP – they just found one or two things they were good at and made that the focus of their marketing.

5) Call to action. Obvious… but not used. Every email you send should have a call to action. That does not mean you sell something every time you email… that is a dangerous path to take. The call to action could be to visit your blog, or reply back with comments, or to fill out a survey (the unsung hero of getting to know your customers). Just ask them to do something.

You should aim for 4 times as much content as promotions.

So one out of every 4 – 5 emails you send can be a promotion.

6) Have more fun with graphics. I am as guilty as charged here – but have been testing different approaches with some retail clients of mine. I found some interesting conversion improves with some very untraditional graphics.

Something I recommend you try.

Think about how people ‘traditionally’ think about your business, product or industry. What is the opposite of that? What graphic could be used to show the 2 opposites? Test it – you may be pleasantly surprised with the results.

7) Always remember Murphy’s Law in your email marketing. If something can go wrong, chances are it will. Pay very close attention to (speaking from my own mess ups): Deadlines are correct, contact details are correct, dates or holidays are the right one (like my mixup on when Canada day is this week – whoops!), etc.

Plan for a contingency.

Think through your email from the point of view of a brand new prospect to your email list. How would they see it? What would they like about it? Dislike aoutb it? Is it worthy of being passed on?

Do your best to factor these 7 rules into your marketing.

More to come.

Have a great week.

Troy White

PS: REMINDER – If you haven’t snapped up one of the Cash Flow Calendars at 63.27% off, get your copy now through this special link:
https://responsivedm.infusionsoft.com/saleform/nathniit

You can read all the details at www.cashflowcalendars.com (but must use the link above to get the 63.27% discount)

PPS: SPECIAL OFFER. If you are looking for a unique email (or print) marketing campaign this summer, email me back. I have a very unique and unusual exciting alternative for you this summer – one that’s guaranteed to be highly profitable for you.
This is available to you at just a fraction of the cost of our full service campaigns. No obligation – just email me and we can set up a time to talk for 5 minutes about it.

What an inspiration!

Many decades of marketing mastery all bottled up in one hilarious gentleman.

Drayton Bird was a blast to speak with.

Click here to download the interview with Drayton Bird

Not only did I thoroughly enjoy the call, he gave me far more of his time than I thought I would get.

He shared his history and what has inspired him to continue writing 6 hours a day for 50 years.

He shared the story of his mothers first direct response letter – and the staggering results she attained for her non-profit animal shelter (along with the single key that any non-profit could use to get the same results).

He shared his formula for creating winning copy.

He shared his incredible insights into the internet marketing age.

Last, but certainly not least – he shared his humour.  Lots of it.

I haven’t laughed like that in a long time.

He inspired me to use more humour and to develop my ability to see the lighter side in everything that I do.

If you have never heard of his 450 page masterpiece – NOW is the time to look it up on Amazon!

Common Sense Direct Marketing is a huge honking behemoth of a manual.

And it delivers.

For now though – start with the recording of this fantastic call.

Drayton Bird is a master marketer and you need to hear this:

Click here to download the interview with Drayton Bird

Would love to hear your comments on this.

Thanks,

Troy

PS: I have the Writing with ~ZING~ class coming up in Calgary — it is a one day condensed format that shows you how to write for the Search Engines, for Social Media, and for Marketing – details at the Writing with ~ZING~ page.

If you are near Calgary, I guarantee this will be a very profitable day for you.

My dog Casino was found wandering a gravel road on an Indian Reservation when he was under 2 months old.

He was malnourished, had a skin disease, and had been kicked in the mouth.

Luckily, Misty Creek Dog Rescue was driving by after collecting another 20 puppies from a certain death on the reserve.

They healed him.

Fed him.
Fattened him.

…and named him Casino, a name they were saving for the right dog.

This little husky mix was that one.

We adopted him when he was 4 months old and have loved every minute of having him since. That was almost 2 years ago.  My 9 year old twin daughters love having a dog and have a blast with himm in the yard and at the off-lease dog park.

I even have pictures of them dressing him up (we promised not to share with his dog park buddies).

We actually finally made the decision to adopt after having our house broken into 2 years ago, while we slept.

It was a stomach-wrenching realization waking up and knowing someone had been in the house while we all slept.  I always thought I would wake up if it happened (as does everyone), but I didn’t hear a thing.

Anyhow, the breakin scared my girls and a dog was soon to follow.

One of the biggest changes that I feel happened has a direct impact on my business.

…And there is a solid lesson in here for you.

My original mentor, the master Ad Writer, Ted Nicholas, once said to me that “walking is the unsung hero of exercise”.

Coming from a guy of his ‘experience’, and the fact that he is still very youthful and full of vitality, I listened.

…in fact, I used Casino as my excuse to get out there more consistently walking.

You know what?

Going for a fast-paced 30 minute walk every morning is a FINE way to start your day.  I walk fast, so every morning I get a good sweat going before tackling anything else.

Me and Casino cruise the neighborhood, stop by the offleash area, and then walk back home to pick up my daughters so we can walk them to school.

It gets me lots of fresh air, some sun, and hours a week of excercise (besides my 3-4 hrs a week in the Tae Kwon Do Dojang).

Here is my point to you…

…if there is any possible way you can start your day with a walk – DO IT!

Even better…

…start writing the SECOND you get back from your walk.  Well, maybe grab some water and a banana first.

It is one of the best ways to start your day.

You will find your mind refreshed, excited, full of oxygen, and ready for a powerful day.

Most of the days I am out walking, I am also listening to audios with experts or audio books.

So I am also getting a priceless education!

In the average 1 month span (probably more like 1 week, to be honest) I learn more PRACTICAL tools for growing a business than I did in my 5 years in Business School (Bachelor of Commerce Degree).

You don’t need a dog like Casino to get the benefits I have seen.

All you need is some initiative and commitment.

Troy

One of the toughest things an entrepreneur can do is work with a partner.

Why?

Because one of the big reasons we go into business is that we are marketing mavericks, rebels, or independent thinkers.

We tried working for a boss.

We tried working with others.

We gave it a go and found that it just isn’t for us.

So we hang up our shingle as an entrepreneur and venture out on our own.

It’s scary at first.

No guarantees of any money, at all, coming in.

If you were like me, you quit your job without a plan in place, just the passion to do it on your own.

The key: “on your own”.

Ultimately the day comes when a partnership comes your way.

It may be a full time, all-encompassing partnership, or it may just be on a specific project.

We think things have changed and that now we can play well with others.

Then we get head deep in our new venture, and we realize that partnerships aren’t all they are cracked up to be,

You’re still a rebel at heart – and working on your own just feels better.

Your initial dreams about being twice as productive with 2 of you quickly meets reality.

And the partnership comes to a grinding halt.

Now this doesn’t apply to every entrepreneur… not at all.

I know many people who HAVE successfully entered into thriving partnerships.

But, unfortunately, I know far more people who have tried them and couldn’t make them work.

I am one of those.

One of the big things that seems to happen near the end is a lot of finger pointing.

“You didn’t do this as we agreed” or “it’s your fault this never happened”…

…and so on.

It causes friction… and sometimes costs a friendship that existed long before the partnership.

If you are strong, you find an amicable way to part ways… and stay close friends.

But not everyone can do that…they always like to have that finger in the air and cannot move past their own half of the blame.

A partnership is a mutual agreement… meaning BOTH parties hold equal responsibility.

If it doesn’t work.. move on and maintain your dignity.

If it does… congratulations… you are in a very rare situation and can use your partnership as a powerful leverage point for your business growth.

Business partnerships CAN be instrumental to growing a small business venture fast.

Especially when each of you brings a different skillset to the table.

But, and this is the main point of this article, make sure you are ready for a partnership and all the new challenges it brings.

Some people (like me) struggle with this.

We try – but consistently run into hurdles.

So we have to accept what is reality and know that being the lone ranger may be better in the long run for our business and sanity.

I would love to hear your thoughts on this subject, I don’t see it discussed much and am curious to your thoughts.

Are you for partnerships?  Against?

Have you tried it and couldn’t make it work?

Or just avoided it since the beginning?

Please share!

Thanks, Troy

As you may know, I write a weekly post for Clayton Makepeace.  I have been writing there for 2 or 3 years now, and my Small Business Mastery column has become quite popular among readers, and has driven me to continue developing solid content.

I LOVE it when people comment – even disagree with my posts.

A good argument is healthy for all, and it helps me see all points of view.

But, I detest it when people think they can abuse this.

Case in point…

… I received an email today from Claytons Customer Support Manager Martha (she rocks!). She was passing on an email that came in to her, through my post.

I think she passed it on for a good laugh more than anything.

Here is the PERFECT example on how NOT to ask for a joint venture (names of the guilty were removed):

From:
Sent: Thu 5/27/2010 9:46 PM
To: eletter@makepeacetotalpackage.com
Subject: personal from ___ – of epic importance…:-)

Hey Troy White (NOTE: my name was very obviously copy and pasted in – different font and font size)

Wanted to get you out a quick heads up that could
be worth a big pile of cash for you in just a few weeks
from now.

I just found out about the June 15th product launch of ______,
by ____, _____,  and _____
and wanted you to see the insane stuff that these guys are
doing for their JV partners.

The buzz about this launch is already everywhere, and from
what I’m hearing, most think it will go down as the biggest
product launch in internet marketing history.

And based on what I just saw on the JV Invite Page, I don’t
doubt it!

The product itself is going to be epic, but so are the commissions
and affiliate prizes!

They are paying out $1,000 on every sale.

AND…

They are also paying out $200 for every Tier 2 sale…just for
referring other affiliates!

This is why you need to check this out asap, and jump on board.

One simple email to any prospective affiliate that you know could
result in some serious bank for you come launch day.

….Blah, blah, blah.

Ok.

First: if this guy had actually been reading my posts on Clayton’s blog, heck ANYONE’S posts on Clayton’s blog, he would know how much we detest hypy crap like this.

Second: PAY ATTENTION to the letter formatting.  My name being of different font and size than the rest shows how little time they invested in this.

Last: If you are requesting jvs from people like this – invest some time getting to know who you are emailing, and what makes them unique.  There wasn’t one simple mention of me (other than being the wrong font and size), or my work (there are 200 articles of mine on that site, he could have read one or two and actually shown he knew me and my content.

Not to this guy – he thinks I should drop everything — because of the ‘epic importance’ of his product launch.

Wow – I feel so honored.

Here is my response back to Martha:

That is definitely of epic importance.

Think I should just pack up for the day – this guy has just made me a million dollars!

Scary.  I like how my name is in a different font – it’s so important (of epic proportions!) that they can only take 0.5 seconds to copy and paste my name in.  I feel so privileged )

Thanks for a laugh.

Troy

I hope this silly mistake this guy made is a lesson to all of us.

No one likes getting spammy, hypey crap like this.

If you are asking for a joint venture, or a sale, do it right.

Don’t act like a moron like this guy did.

{stepping off my pedestal}

Have a great day.  Troy