Turn your stories into profits
Fellow Business-Builder,
I am NOT a good storyteller.
It’s something that I have to work on all the time.
But, I have had great success using stories in my marketing campaigns.
And the more I think about it, the easier I realize any storytelling newbie (like myself) can easily pull out a winner at the drop of a hat.
Once you start seeing how easy this is … you won’t ever stop.
Why? Because the results are almost always exceptional!
Take the two young brothers who launched Catch a Piece of Maine. I told the full story and shared the interview with them in previous editions, but I want to summarize it here.
Here were the original interview articles:
http://www.makepeacetotalpackage.com/troy-white/troy-white-interviews-brendan-ready.html
http://www.makepeacetotalpackage.com/troy-white/troy-white-interviews-brendan-ready-part-two.html
In a nutshell, here is their story:
- Grew up in a lobster fishing family
- Two brothers bought their own boats and started selling the way everyone else did
- Had a revelation and started driving two hours to sell lobster instead of selling off the dock (like everyone else did) – sold their lobsters for two–three times the price
- Started making BIG $ - but went back to business school (thanks to mom’s insistence)
- Used their new business model as case studies in all their assignments
- Came up with an incredible new strategy that make them millions:
- Instead of selling lobsters – now you buy a membership for $3000.
- With your membership you get 50 lobsters a year shipped to you.
- People would use their 50 during dinner parties.
- Lobster show up on night of dinner party with the crackers, the bibs, a DVD and a letter.
- The DVD shows your fisherman out on the boat the day before catching your lobster. He talks about life as a lobster fisherman. His family. Why he loves doing what he does.
- The letter shares more details about his lifestyle and … his blog address for more intimate looks into his life.
They sold well over a million in memberships
in their first six months!
And it has gone viral now.
They have been written up by every major news network (millions worth of free advertising: CNN, Fortune, MSNBC, Money, Condé Nast, and so on).
The big reason behind their success?
They tell a GREAT STORY!
And, even more importantly, they give a GREAT STORY to their clients that THEY can pass on and share with their friends.
Their friends want a piece of this great story, and they buy a membership too.
It is an incredible model that any one of us can and should be modeling.
But first you need a good story to tell.
Sometimes it is a simple story from the history books, like this introduction I wrote to a promotion:
He released a wild bobcat in a busy bar –
just ‘because’ he wanted toHi friend …
It’s true.
Wild Bill Peyto was a legendary mountain man and troublemaker from way back.
The story says at one time he so loved ’stirring it up’ that he let loose a mad, hungry bobcat in a bar FULL of drunk people - just to see how fast people would move.
He thought it was hilarious - the others - didn’t see the humor in the prank.
>> So what does this have to do with you?
Wild Bill Peyto is from my neck of the woods. He used to live and work not far from my office. If he was still alive, he would be proud of what I am about to do …
Or it can be the story of how you found your product …
Here is an example from 1923 … selling of all things … soda.
Written by George Cecil
Headline:
"Down From Canada Came Tales Of a Wonderful Beverage"
The subhead and intro …
How Canada’s famous old ginger ale was brought to this country and adopted by New York’s most exclusive clubs, restaurants and hotels. Now sold in this city.
For years and years, visitors to Canada have come back with tales of a wonderful ginger ale. They described its exquisite flavor - - they told of drinking it in the Houses of Parliament in Ottawa, in the residence of the Governor-General, and in the Royal Canadian Yacht Club.
And on the story goes … for a whopping 700 WORDS (or so) in total! SELLING A SODA!
So … did it work?
- First day after the first ad ran = 500 CASES sold
- In 30 days - plant working overtime
- In 90 days it was 300% OVERSOLD
- In 1923 the orders were 5-10 TIMES the capacity of the plant
- A new plant was built designed to fit "all future requirements"
- In January of 1924 they sold MORE THAN ALL OF 1923
Long copy - selling a soda drink.
Yes it worked.
To say the least.
And yes, it WILL work for you when you find the right message.
Tell your story in a compelling way.
And tell it as often as you can.
Or you can dig back into your personal history books
and relive a great experience, mentor or teacher
that influenced your life.
Like I did with this article, which put me back in touch with my old teacher, and gave her another story she can share.
I heard from her newest students that she too tells the story about me, and how I was the only one who asked for her help – she has told her story to thousands now and some of them happened to know me.
My Ode to Shannon Goodspeed: http://www.makepeacetotalpackage.com/troy-white/an-ode-to-shannon-goodspeed.html
Some other ideas you can use to reach deep back into those recessed memories to find those one or two great stories you should be telling, but aren’t.
Things that give your clients and prospects a reason to share your story with their friends and family.
Things like:
- How you overcame adversity and succeeded, despite the odds (I have told in the past that I was voted most likely to pump gas for a living by my grade eight science teacher). He was right … I did pump gas for a few months … in minus 30. It was the final straw that got me back to school and ended up with me getting my Bachelor of Commerce degree in entrepreneurship and marketing. Still not sure how much damage was done by the ‘lessons’ they taught me in University about how to effectively market a small business … but I am diligently working to erase that bad advice.
- Tell your story from the customer’s perspective. How do they see you from an outsider’s perspective? What if they were reporters … what fascinating things would they dig up on you, your business, your industry, interesting trends or celebrity uses of your product? Think like them and write it from their perspective.
- Sign up and watch how J. Peterman tells stories to sell even the most boring of products. Turning a lamp into a week long romantic tryst is not something most of us are good at … but we could be with practice!
- Use a good story or book/movie summary to lead into an important point … much like Daniel Levis did yesterday at http://www.makepeacetotalpackage.com/daniel-levis/the-golden-paradise.html
- Tell the story of how you pick (or make) your products (or ingredients). Tell the story on how you ensure quality standards. Or tell the story on how it all began long before you got into the business. People love to hear the great details in a story – as long as there is something in it for them. Tell the story then tell them what it has to do with them.
Much like this story turned into an article …
You may have heard of an ad that ran 65 years ago with the headline:
"Hand Woven by The Mountain People of New Mexico"
New Christmas Patterns in these unique ties. Wearers say an exceptional value.* Sold only direct from weavers to you.
It was a one-page ad that ran in the November 1940 edition of Life. Simple – copy-intensive - with a picture of the ties.
Get this: that ONE AD SOLD 26,000 TIES!
An amazing success story. And an amazing ad (written by James W. Young).
Ever since I realized the true power of stories in marketing, I have shared the lobster story alone to hundreds of people at seminars.
Why?
Because the lobster story shares the key to success in marketing. And because it resonates with the entrepreneurs I talk to. They get it. And they remember it.
My challenge to you over the next week is …
find your best story to tell your clients and prospects.
Dig deep and find one story that tells them something memorable about you, your background, why you started your business, any claims to fame you have, or anything you have that helps you become more memorable.
Find that one story – then share it here.
We would all love to hear it – and the more you tell it – the better storyteller you become.
Please post your best story below … and thank you.
Thanks again.
To your success,
Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE
Looking for resources related to this article? Try some of these.
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Looking for past issues of The Total Package? Click here for our archives.
A Final Note:
If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.
"Don’t wait. The time will never be just right.”
–Napoleon Hill
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12 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Mike McRitchie — June 25, 2009 @ 10:59 am
Here’s an email I wrote as ops director of a consulting company to our employees to tell the story of why they should be proud of working for our company based on outside feedback.
Thought you might like it.
————————-
Why They Are Jealous of You…
You’ve heard it before.
- “Your managers are not in the office every day.”
- “When they’re not there you aren’t working, or are cutting out early, or are goofing off.”
- “RealCom would get more work if they watched their employees like our other vendors do.”
You’ve worked at other companies that were not like RealCom.
- You worked crazy hours for months on end.
- Your manager micromanaged you and constantly second guessed your work.
- You were stuck in a job with no opportunity for advancement.
- Your teammates did not offer help; you were on your own.
- You weren’t appreciated.
- You may have worked as an independent contractor and been paid 90 days after your the company you contracted with got paid, if at all.
They Hate What You Have!
And here’s the secret they won’t tell you and don’t want you to know…
…They keep coming back to RealCom.
Huh? Why?
RealCom is committed to a results-focused culture that gives you flexibility and team support (that is also FUN).
- You get the job done.
- You get it done right.
- You get it done right the first time.
- You can be trusted.
- You don’t bolt at the first opportunity and leave your client holding the bag.
- You’re loyal to RealCom.
- You work even if no one is looking.
- You work harder than others and enjoy it because you have a flexible work schedule and managers who hold you accountable for results and let you figure out how best to get it done.
- You take pride in your work.
- You have the support of your coworkers.
- You have instant access to key industry contacts.
- You know RealCom will be around six months, one year, five years from now and has a reputation for excellence to live up to.
- You know RealCom’s management will do everything to support you and your career growth, as long as you do your part.
How do I know this translates? Here’s a profile of a recent RealCom project…
- No office.
- No micromanagement.
- Milestones hit.
- Happy employees.
- Happy independent contractors.
- Happy client (#1 vendor of choice and perfect 4.0 on vendor scorecard).
- Profitable project.
Why do our clients call us first?
- Why is it that when a vendor fails (such as in PROJECT B) the client or prime vendor calls RealCom first?
- Why is it that our clients choose to give us all their challenging sites over giving them to other vendors (think PROJECT A, think CLIENT B, think CLIENT C)?
- Why is it that our clients trust us to audit projects where they don’t trust the the vendors who did the work (think XXX and YYY companies)?
Because RealCom can be trusted to deliver, to tell the real story every time, no matter how much it hurts us, no matter if it costs us money by reducing the process and our fee.
And why is that?
- Because you can be trusted.
- Because you do excellent work.
- Because you have the freedom to choose the best way to get the job done.
- Because you see a future at RealCom.
- Because you don’t want to end up like THEM!
LET THEM BE JEALOUS…
…AND SMILE, KNOWING THEY WANT TO BE JUST LIKE YOU…
Comment by Evelyn — June 25, 2009 @ 11:15 am
Hi Troy,
I come from your neck of the woods, so you may have heard of this secret that gave me my story when it comes to copywriting.
In the world of horses there is a unique group of people known as horse whisperers. They take wild, unbroken horses and sometimes in a very short time convince them to willing work with a rider. Those who have seen horse whispering in action say it looks like sheer magic.
What it actually involves is learning the language of the horse and communicating with them in a way that the horse understands and accepts. The results can be quite spectacular.
I loved the idea of the way the horse whisperer can “talk” with the horse and convince it to work with them. Instead of the process being a fight (ie, bucking broncos), it’s a process of willing cooperation and pleasure that produces results much faster and easier.
I see that as a wonderful picture of what I want my copywriting to do for my clients – by learning the language of the prospect/customer and communicating with them in a way that touches them where they are, the results come easier, faster and better.
And that’s why I choose to become The Copy Whisperer.
Comment by Jack — June 25, 2009 @ 11:58 am
Hi Clayton:
Read your email today and thought I would reply. The stories told were interresting, but what if you don’t really have a story about yourself that would really interest anyone?
I have been online several years and have had a few web sites but can never really connect to make them successful.
I have mostly an Automotive backround and have tried to go into IM with other ideas but don’t know enough about them to be good at promoting. There don’t seem to be a very large market for Automotive sites,except for dealer sites and new used car sales.
I have 40+ years experience, from being a mechanic in dealerships, to having my own shop and now my own business in Automotive inspections and appraisals.
Due to major back surgery I have to give up my business and I hope to find a place on the internet that I can open up shop and do something to be productive and be able to monitize a website/blog etc. tho supplement the small Veterans disability I receive.
Any info/advice anyone copuld give would be appreciated
Thanks
Jack Cooper
Comment by Beau Smith — June 25, 2009 @ 12:13 pm
Great article as usual, Troy. That’s a powerful strategy we all need to be reminded of from time to time. Thank you.
Evelyn, I like your story. It whispers to the client, telling him how you’ll whisper to his prospects. I love it.
Keep the good stuff coming!
Beau Smith
Comment by Beau Smith — June 25, 2009 @ 12:18 pm
Jack,
For what it’s worth, your story doesn’t have to be about the same subject as your website. You just have to be able to make a connection. Horse whispering is not about copywriting. And I don’t know what the story about Wild Bill Peyto was promoting, but it probably wasn’t bobcats! Just find a way to make a connection.
Hope this helps,
Beau Smith
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Comment by Randy Kemp — June 25, 2009 @ 3:27 pm
Troy:
I received this by an email today. I have heard variations of the story before. I can’t say if it is true, or an urban legend - yet I love this story.
Randy
“One day, a poor boy who was selling goods from door to door to pay his way through school, found he had only one thin dime left, and he was hungry.”
“He decided he would ask for a meal at the next house. However, he lost his nerve when a lovely young woman opened the door. Instead of a meal, he asked for a drink of water.
She thought he looked hungry so brought him a large glass of milk.”
“He drank it slowly, and then asked, ‘how much do I owe you?’ ‘You don’t owe me anything,’ she replied.’Mother has taught us never to accept pay for a kindness.’”
“So he said… ‘Then I thank you from my heart.’”
“As Howard Kelly left that house, he not only felt stronger physically, but his faith in God and man was strong also.”
“He had been ready to give up and quit.”
“Year’s later that young woman became critically ill. The local doctors were baffled. They finally sent her to the big city, where they called in specialists to study her rare disease.”
“Dr. Howard Kelly was called in for the consultation. When he heard the name of the town she came from, a strange light filled his eyes. Immediately he rose and went down the hall of the hospital to her room. Dressed in his doctor’s gown he went in to see her.”
“He recognized her at once.”
“He went back to the consultation room determined to do his best to save her life. From that day he gave special attention to the case. After a long struggle, the battle was won.”
“Dr. Kelly requested the business office to pass the final bill to him for approval.”
“He looked at it, and then wrote something on the edge and the bill was sent to her room.”
?She feared to open it, for she was sure it would take the rest of her life to pay for it all.”
“Finally she looked, and something caught her attention on the side of the bill.:
“She read these words”
“’Paid in full with one glass of milk.’“
“(Signed)
Dr. Howard Kelly”.
“Tears of joy flooded her eyes as her happy heart prayed: ‘Thank You, GOD that your love has spread abroad through human hearts and hands.’”
Comment by Elsa is Elsa — June 25, 2009 @ 4:19 pm
Hi, Troy, Thanks for this. Something to think about. On the one hand, I hear a lot about putting the buyer first: benefits, benefits, benefits. In other words, don’t hog the limelight. What’s in it for them? Why should they buy?
And then - the story. In a way, stories are natural for me - have always loved stories, reading and also writing. I connect to stories. Yet they don’t focus on the buyer, but on the person and make a connection that way.
I’m trying to figure out the balance.
Comment by Troy White — June 26, 2009 @ 7:44 am
Hi everyone… thanks for the input.
Mike: Great story that I can relate to. Worked for the big humungo corporation and micro managed down to the socks I wore, and freelanced without a boss to be found. Not tough to guess which was the one I loved. But I also see lots of people who whine and complain if they are given too much freedom and accountability built into their jobs. They are the ones who secretly love being micromanaged. For some odd reason :o)
Evelyn: The Copy Whisperer… love it! I gives that aura that you want in this business… mystery, secrets, something you know that others wish their knew. I am sure that has worked well for you. When the right name is there, it makes a huge difference in business. I was mentored by TEd Nicholas, the advertising and display ad great. He came out with his book Turn Your Words Into Money… and I asked him if I could use Turn Your Words Into Wealth as my tagline/usp. Every since using that, people immediately resonate with me and know what it is that I do for them. It has since been ripped off a hundred times over by others, but still works. The power of a great tagline.
Jack: Beaue said it… it doesn’t have to be a direct correlation. The best stories involve 2 completely unrelated things and are made to show the relationship between. I am willing to bet that your automotive days have a ton of great stories you could tell. The evolution of motors, of cars, of reliability. You could tell stories about the hundreds/thousands of cars you worked on and it all boiled down to one or two things that caused most of the problems. Etc. I am also willing to bet that there are some good niches within the car niche = look deeper. Specific types of cars. Or types of parts. Or types of repair. With the current state of the automotive industry - many people are holding back on buying new. Instead, they are keeping their older cars and there may be a niche within there. Keep looking… it’s there.
Thanks for sharing Randy. That is a great story I have heard before, but it still brings a tear to the eye when I see it again. Some great lessons in that story that could be made to fit near ANY business!
Hi Elsa. The actual balance is not really a percentage here. It is the fine line between telling a story that helping you make a point or helping them see the relationship, and talking about how it directly impacts or benefits them. Story telling is a skill that I constantly work at… and I find it has more impact with people than hardcore lessons in many cases. Play with using more stories… but don’t distract from the selling message.
Thanks everyone - keep ‘em coming!
I am off today with my kids on their last day of school.
Me and 4 billion kids are going to the midway (Callaway Park in Calgary). I volunteer once a year to help out here… and by 3:00 will be in serious need of a break from Hannah Montana stories :o)
My kids give me tons of inspiration on stories, and I love watching/encouraging them to tell their own stories. Hopefully I can inspire them to tell more stories, more elaborate stories, more educational stories. Then when they become the superstar copywriters of tomorrow (they are only 8, but have been listening to direct marketing audios in the car since born!).
I actually told the story before about my kids finally getting sick and tired of my Jay Abraham audios and they started protesting at about 3 yrs old “NO MORE Jay Abraham Dad!” Now I only play the audios at night when they are sleeping, and pump the lessons through the speakers into their rooms (kidding).
Anyhow, off to the midway. Have a great weekend everyone.
Comment by Linda Kaun — June 26, 2009 @ 10:49 am
Dear Jack (Cooper),
Wow as far as I can tell from hearing what you said so far, you are sitting on the proverbial gold mine as far as stories to tell. It’s all those tricksters inside your head saying you have nothing valuable to tell that is the real problem.
I clicked on your link and went to your site. And you know what? You don’t have a way to contact you on there at all! It’s like you don’t really believe anyone will want to hear what you have to say.
I’ve been battling these inner demons of self-doubt for the past couple years trying to get my copywriting career off the ground. Finally seeing a light at the end of the tunnel. So don’t give up. I think you’ve got a great foundation for a website that can be very valuable to people. You just need some help to figure out how to make it come alive- and stories from all your various experiences would be a great way to do that.
Here’s a link to someone who is excellent at pulling information out of people, helping them get clear on what their real message is and then turning that into either an info product or ways to monetize their websites. He’s the real deal, no hype, a big heart and a gift to help people really understand what their gift is. Check it out.
James Roche-http://www.infoproductguy.com/strategysession.html
Hope this helps.
To Your Inspired Success,
Linda
Comment by Bernie — June 28, 2009 @ 10:17 am
Troy, you have given me a little kick in the pants this morning. I have been working writing copy for a website over the past few weeks. Although it is technically accurate, I haven’t infused enough of my story (along with the occasional rant) into it.
The funny thing is I know this. People connect with stories, because they can place themselves inside the story and make a personal connection. They cannot help but react.
So over the next few days I am going to do some editing and work on putting a little spit and polish to the words and adding my own personal flair.
Thanks!
Bernie Malonson
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