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

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

A great recording just posted and a Calgary Writing class coming

Hope you had a great week.

One of the fun things I did recently was interview Joe Sugarman.

If you don’t know Joe, you may have heard of his sun glass line “BluBlockers”?

Many years ago, Joe was busy running a thriving ad agency when he ran into a line of unusual sunglasses. They were so unusual, he decided to test some unique marketing ideas he had.

One thing led to another and, next thing you know, he was selling 300,000 pairs of glasses every single month!

His line of glasses was a BIG success and allowed him to brand his name, while using direct response to make a mint in the advertising he did.

Something happened a couple years ago that went under the radar

…until the movie “The Hangover” came out.

Next thing you know, people were running to buy BluBlocker sunglasses and a huge sales surge enveloped the company.

Plus, it gave them an entirely new niche they could target.

Joe shared some excellent information with me on this private call.  Things like:

* how to leverage unexpected media attention
* why luck has played a huge part in his recent sales surge…and how you can position yourself to experience more ‘luck’
* the single-most important tool in the entrepreneurs marketing toolkit
* what technology has leveled the playing field for anyone running a small business
* how to find the hidden hook in your product or service (and the easiest place to start)
* 6 of his success secrets that got him where he is today, and will help you fast track your business growth along the way)
* one thing you can change in your ads that could double your response (as it consistently does for him, and it isn’t the headline)
* the counter-intuitive system for breaking free of mediocre sales

…and much more.

The interview with Joe Sugarman can be found here:
Right click and save to your computer

~ ~ ~ ~

Need More Internet Traffic and Sales?

If you’re near Calgary, make sure you have a look at the brand new course
I am co-hosting on June 30th…

Writing With ~ZING~

Your 3 Step Blueprint
for Web Marketing Success

Get found.
Get Noticed.
Get Paid.
June 30, 2010

One-day condensed format for website owners who want to understand how to write for search engine optimization, social media, and internet marketing.

Writing With ~ZING~ Details

Guaranteed to give you solid, bankable results in your internet marketing campaigns.

Have a great weekend.

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

One of the best things you can do for getting qualified people to
your site is to learn some of the simpler seo strategies.

I am not an seo person.  But I have played with it over the years
and have done well through trial and error on some fronts.

But I have also missed far more opportunities than I should of.

Why?

Because I didn’t ask the experts.

David West and Stuart Crawford are 2 friends of mine in Calgary
that ARE experts.

Their entire business is designed around local search engine
strategies for small business owners.

And they are having a class next Tuesday in Calgary that you
should attend.

For all the details – see http://www.troysentme.com

Side note:  David, Stuart and I are going to be holding an email
marketing, autoresponder training course next month.  If you
decide to attend the search engine class, and want to attend the
email class, let me know and we will work out a special deal just
for you.

Speaking of stories, I have just posted a simple checklist you
can use to start coming up with stories in your marketing.

As you should well know - story telling is incredibly powerful
for marketing and bonding with your clients.

The problem is… few are good at it.

I am an introvert and struggle with story telling – but I have
found some easy tools you and I can use to become much more
proficient at telling a story that tightens the bond.

Have a look at my newest blog post:
http://www.blog.smallbusinesscopywriter.com/story-telling-for-non-story-tellers

Thanks, Troy

There is an overwhelming amount of information right now

I said that 4 years ago.
I said that 8 years ago.

Some things never change…and the sheer volume of information coming at you and I is mind boggling.

Not to mention how the average Joe business owner tries to make some sense out of it all.

I make a living out of it…so I have to be doing my reading to stay on top of it.  But I feel like I am burried by it.

Blog setup
Blog content
Blog SEO
Blog traffic
Blog reader relationships
Linked in
Facebook
Myspace
Twitter
Digg
Stumble Upon
(insert any one, or ten, of 547 other social medias here)
Email marketing
Autoresponders
Article marketing
Syndication
Html vs Text
Web page design
SEO
SMO
PPC
PPV
CPA
CPC
Web traffic
Page Stickiness
Sales copy
Branding
User experience
Lifetime Value of Customers
Joint Ventures
Direct marketing
Direct mail
Lead generation
Squeeze pages
Landing pages
Upsells
Downsells
Cross sells
Best practices
Up and coming trends
Special reports
White papers
Mp3 podcasting
Ebooks
Ebooks for Kindle and iPad
Free content
Paid Content
Online video
Online audio
Display Ads
Text ads

The list could go on for a looooong time.

And you wonder why it is difficult to make $ online?

It’s NO WONDER so many people get overwhelmed and give up.

But, there is something lurking in the list that is key to your success in 2010.

One of 2 things:

1) If you are a business owner looking to make money online: all you need to do is pick one or two of the above and you can make money.  Get good at them.  Study the free and paid resources out there.  Become a master at doing that one technique to build your online presence.

Each and every one of them works.

Makes money.

Independent of each other.

You don’t need to master them on – just a few.

2) If you are looking to start a business providing products and services to others: pick one or two of them above and you can make money. Get good at them.  Study the free and paid resources out there.  Become a master at doing that one technique to build your client’s online presence.

It is impossible to become an expert in more than a few of these at once.

Run from anyone who says they are.

But it is quite easy to pick one or two and start learning more than enough to be dangerous.

Dig through articles, ebooks, youtube videos, paid resources and free resources.

Invest some time every day learning your new craft.

Test the ideas immediately.

Track the results you get from everything you test.

Find what works for your situation.

Rinse, wash, repeat.

Then, when you become a master at your craft – do what others do and sell your knowledge.  The more you teach others, the better you learn yourself.

It’s a vicious circle.

But it works.

What doesn’t work is to try and master it all – and end up mastering none and back at a job you hate.

It won’t be easy doing it this way (no such thing, imo)… but it sure is rewarding!

Tired? Fed Up?

Too bad – suck it up, princess!

Monday morning after a busy weekend doing stuff around the yard, maybe enjoying in a few cold ones to celebrate the weather. You didn’t sleep well.

You have a million things you know need to be done this coming week.  Distractions abound.

You work for yourself so you are the only one to hold yourself accountable.

After your exercise, breakfast and coffee (the morning ritual of champions), it’s time to get BUSY.

Or is it?

Emails piled up over the weekend.  Cool news stories are starting to show up on the blogs and newswires.  It is supposed to be another 75 degree day outside.

ARGH! What to do?

It would be sooooo easy to blow it all off and enjoy another day off.

Back when you worked for others, you may have even called in sick.

No, not this time.  You now work for yourself.  While you could do all that.  You won’t.   Because you know that your income depends on your ability to suck it up and get productive in the least motivated of times.

It’s times like this that you just need to hunker down and get busy. Start doing something – anything.  Get a plan of attack into your calendar.  And think productive thoughts.  Think about how great it will feel to finish all your to-do items for the day… early.

Make it a plan to finish up at 3:00 so you can play for a couple hours.

You just have to do it though.

Procrastination is for princesses.

Which you are not.

You are a profit-seeking strong willed entrepreneur.

And you realize that it is no one elses fault but your own if you do or don’t make money today.

No one EVER told you that being an entrepreneur was for thin-skinned folk… did they?

It takes a rare type of person to do what you and I do.

Even more rare to find one who can stick it out through thick and thin, good times and bad.

9 years now I have been outside of the corporate world.

I have worked FAR more hours than I ever would have in the employed world.  I gave up a decent six figure paying sales job.  I rebuilt that over time.  It didn’t happen overnight.  It was painful. We had lots of majorly broke times.  But I stuck with it and did what I had to do.

Nothing wrong with blowing off an afternoon – even a day.

Vacations are a MUST for your entrepreneurial spirit.

The bigger the break – the more motivated you will be.

There were lots of times where I couldn’t afford to take a week or two off – but had to.  My sanity depended on it.  And the world didn’t collapse while I was gone (my inbox near imploded, but that’s another story).

Funny thing was…I got more productive and profitable things done in the week I was back from time off than I would of if I hadn’t gone away.

Some of the best advice I ever heard about this challenge us entrepreneurs face:

* Work your ASS off for 4-6 weeks.
* Take an extended weekend or week off.
* Rinse wash and repeat.

It works.

It is beautiful in it’s simplicity.

And it will make you more money.

Time off helps you find new ideas, helps you rejuvenate your soul, and helps you get back the fire within that drove you to start your own business.

In the meantime… get back to work!

And schedule (right now, in your calendar), your next break.