Posted by: Troy White
August 22, 2008
Issue #487

Whenever you are at a loss for a marketing idea …

Fellow Business-Builder,

Have you ever felt stuck with a marketing campaign?

… Maybe at a loss with where to start?

… Or at a point where it just ain’t doing it for ya?

I’m working on a couple new client projects right now, and this is the #1 problem they had. 

The best part is … the most obvious solution is right there in front of their eyes!

They feel uncreative, boring, and in need of something to spice up their image and message. 

Yet … not once did they think
that their story should be told.

When I start working on one of my own projects - or on a client’s project - the #1 spot I start with is the story behind the scenes. It helps me go deeper than surface level and find some real good material that can be used in the marketing.

For example, 

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).

What is most evident about the ad are the unique ways they use a number of great story telling techniques - ones that STILL work today just as well.

Think about this:

1) A unique story headline - "Mountain people" conjures up pictures with those two words. "Hand woven" portrays the quality that they put into the ties. Combined, this is a very intriguing headline.

2) In the subhead, this statement is interesting - "Wearers say an exceptional value.*" Note that the * references a footnote at the bottom of the ad that is actually a testimonial of a happy buyer.

George W. Engelmann, well known Chicago business man, writes: "Enclosed is my order for some of your ties. I would like to take this opportunity to tell you how well I like your ties. When I wear them they never fail to attract favorable comment. They are also the most durable ties and best value I have ever seen."

NOTE: A testimonial in a clothing advertisement!  How often do you see that? 65 years later, and few people are using this simple strategy.  The footnote is a nice touch – a very interesting way to get people involved in the ad.

3) The ad starts out with a very compelling story:

 "For over 200 years, the Spanish people who settled New Mexico have been raising sheep and weaving wool. Their looms have been handed down from father to son …"

… And on it goes into the story of where they live, the types of fabric they make, the colors, the make of the tie, intriguing features like "invisible silk", how they wear, wrinkle free, the textures, cleaning … and so on.

It literally forces you to read the entire story!

Then it goes into "My Christmas Offer" showing that they obtained a fantastic deal ($1 per tie) - makes the perfect gift - guaranteed.

How to order details are very intricate - making sure people know exactly what must be done to get a part of this special offer.  It is even discussed how they will be packaged so the customer knows what to expect in their mailbox.

Last, the true kicker: why they MUST order now - "before the Spanish go on their "El Natividad" and why you must make a decision now before Christmas gets here and your gift is late.

What an amazing ad and story concept.  And, there is absolutely no reason you can’t use a concept like this in November for your year-end specials.  Either you sell products or services that make a good gift - or it is the perfect time in the New Year to order a new model. 

Find a way to use these ideas:

• Intriguing headline - make it a visual one.
• Testimonials.
• A great story about you - your employees - your spouse - your kids - your pets - whatever, just make it interesting.
• Description of what they get and why it matters.
• A very special offer that WILL NOT be repeated.
• Make it descriptive on how to order (and give them options).
• The big reason why they MUST order now!
• Tie it in to a holiday or special theme.

It’s not rocket science - but if they can sell 26,000 neck ties with a story-based ad like this - don’t you think you could find a way to sell more of your products and services using similar techniques?

Or what about learning marketing lessons
from Italian Sausage?

Not long ago, I met up with a fellow marketer for a brainstorming session at a place called Spolumbos.

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 families’ 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 Mamma 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 JV’s to expand their reach to blanket the local market.

(Are you giving 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 three 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 e-mails.  They should.

Think about the specials they could send out via e-mail 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.

And … you have a story to tell … why are you hiding it? 

Every single time I find a good story beneath the surface – it improves sales.  It will for you, too.

Take heed in Mamma’s recipes - they contain the wisdom of wealth creation.

Some tools for digging out your best story …

Good stories get them talking, crying, thinking and acting.  Acting, of course, is the main goal of a good story in business.

• Your stories are already being told by your customers - be a part of the conversation.
• You improve the quality of new customers, repeat customers, new hires, and media interest.
• Stories strengthen and sustain your brand.
• Your story can be told by anyone - customers, employees, ex-employees, suppliers, investors, spouses.
• You craft and shape your company image and provide it in a replicable medium that you can leverage for years to come.
• Real stories by real people.

Why this matters to you and your business:

• Helps you find better quality leads (if they read your story, they won’t be shopping on price).
• Recruit better customers (better educated) and better employees (ones more concerned with culture than wage).
• Build stronger bonds with your clients.
• Sell faster.
• Grow faster.
• Reinforce existing relationships.
• Build your brand image.
• Create a more devoted following.
• Attract a certain type of new lead.
• Starts dialogues.
• Creates conversations.
• Humanizes your company.
• Makes complex ideas simpler.

Bridging the great divide between you
 and a happy, loyal customer

The following are some of the techniques you can use to create the idea behind your story and to get your stories out of your head and into a form your company can use to generate more cash flow and create happier customers.

There are a few ways you can do this:

• Hire a professional to craft your story for you.
• Interview others and have them tell your story. 
• Write your own story.
• Record your story on video or audio.
• Break it down into manageable bites (20 minutes of journal-writing a day can go a long way in a few weeks combined).

How you can make your story remarkable:

• Why do you do what you do?  When did this first all start?  At what point did you realize that you can help people with your offerings?  When did you realize you have what it takes to succeed in your business?
• What do you stand for?  Why should I believe that you want to change the world, the industry, or your neighborhood?
• Do you have some distinctive or disruptive sense of purpose that helps them see why you are different than your competitors?
• Is there anything provocative about the way you run your business, or about your personal past?  If you have something juicy to share, and it doesn’t put you in the center of a major backlash, then use it!
• How do you treat your customers differently than anyone else out there?  Be as specific as possible here or you’ll sound like everyone else. "We give good customer service" - if that is all you can say, it is not good enough. Dig deep and find something you do, or can start doing, that is dramatically different than what others are doing.
• If you had to close the doors in your business - who would miss you?  Why?
• Tell them what it is you do - why you do it - why they should care and what is in it for them - how it helps them - and what it should mean to them.
• Re-imagine what it means to be the leading supplier in your industry.  What type of customers would you have, what would they think of you, what would the media think of you, etc. 
• What would you do differently to lead your field? (Look at Southwest Airlines … they re-imagined what airline travel was and discovered that they were in the freedom business - not the "getting from A to B" business. The story of the airline and some of the unique things they do, things they wear, and how they act – are legendary.  The stunts they have pulled over the years - historic.  Or what about Richard Branson of Virgin?  The consummate daredevil, showboat entrepreneur who lives to do dangerous publicity stunts.  When you think of him - do you immediately know much of his story and what he stands for?)

The key to storytelling … is to start telling stories.

To your success,

Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE

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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.

"A man to carry on a successful business
must have imagination.
He must see things as in a vision,
a dream of the whole thing.”

– Charles Schwab

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7 Comments »

1. Comment by Jeremy Reeves — August 22, 2008 @ 2:47 pm

   Great post Troy,

   I especially like the part about the subhead that has an asterisk leading down to the footnote - that’s a great idea!

   Jeremy Reeves
   http://www.GetClientsIn20.com

2. Comment by Lexi — August 22, 2008 @ 9:11 pm

   thanks for another insightful post. i did something like this for a client’s press release. she was wondering why i was asking her so many behind-the-scenes questions – until the press release was published by her local paper!

   storytelling also works wonders for fund-raising. i guess it just goes to show that people act based on their emotions more often than we admit.

3. Comment by Richard Muir — August 22, 2008 @ 9:17 pm

   Great post,

   Love the whole thing and agreed on the footnote what a great piece of bait to hook the reader into the article.

   Thanks for the info

   Rich

4. Comment by Lawrence E. Stahl — August 22, 2008 @ 11:46 pm

   I have a story!

   MyDad was a newspaper editor for many years. He expressed a measure of disappointment when I, his most verbose son, became a plumber instead of a newspaperman. Following a period of initial shock after I rebutted his disdain with, "Ya, Pop, but we really are in the same business….we both deal in crap!" he came to terms with the truth of my statement and left his angst behind!

   All these 37 years later, plumbing business professional that I have become, I am on the cusp of publishing to the internet a site called, of all things, "Larry the Famous Plumber…….Where ALL Plumbers are Famous".

   Its gist? All about plumbers….what they do, how they do it, how it permeates their lives and, most importantly, how I can help them be better plumbers, better people and, if they so choose, better something else’s!

   Why this comment? To admit that I have, to some degree, "cheated" by reading all the incredibly informative articles that you so openly and freely post to this site. Give, give and give some more! That is the lesson I carry from your table!

   Thank you All !

   Lawrence Stahl

   http://www.larrythefamousplumber.com

5. Comment by Alan Shieff — August 25, 2008 @ 12:15 pm

   You taught me something I thought I knew!!!

   "I knew this already, y’know……"
   How many times do you spout some wisdome youv’e just learned or come up with, only to get the answer…. "Oh, I know".  Pisses me off some times cos you know they didn’t know it, they are just kind of agreeing or wish they’d come up with it.

   Well, your point here about using your story.  I ALREADY KNEW IT, of course but hearing it again with your language and YOUR examples made me see it in a different way than I had before.

   I discovered all on my own (with your help) that I could use this angle, in a way that was staring me in the face.

   That’s how teachers can teach by asking questions.  In the Wizard of Oz, the lion already had courage….

   So thanks for that my friend.

   Alan Shieff - Spain

6. Comment by Susan Connors — August 25, 2008 @ 7:10 pm

   Hello Troy

   Thank you for this great post!

   I am getting some good responses to my new website and was feeling lost as to what to do next! Bingo! Stories as a freelance writer I have written quite a few and love doing so.

   So now I will bring those skills back to me! Do you know how hard that is lol?

   Writing about myself and my story, that will be different. A gypsy style of living growing up in Australia, school, work, friends, no kids to instant family. Started working freelance, now own business and the why and how this site started.

   I am only 38, have four biological children under 6, 3 step daughters and 3 grandchildren. Plus own/run/developing  businesses..

   Fame..gotto think on that one..would the local papers count or an award from a National Business Organization?
   Theres a lot to think about

   Thank you again for this useful and inspiring post. Now I have to go.

   The baby daughter is trying to pull off my shoe, whilst I am typing. The boys are playing in the play room, sounding like a crowd roaring when someone scores a touchdown.

   All the best

   Sue in Aus
   http://www.marketingforlife.com.au

7. Comment by Troy White — August 26, 2008 @ 1:35 am

   Thanks for the great comments!

   Isn’t it funny how the most obvious things, ideas we have already heard, can finally ‘click’ at just the right moment in time? 

   Stories are nothing new - they go back many thousands of years - but we tend to forget what has always worked. 

   We seek out all the whiz bang new technology, doohickeys and magic bullets… yet a simple story about who we are and what we stand for can be the big breakthrough that our customers want to hear.

   Try this out for a month with your customers - tell them some stories about your business, why you started it, what you did to get where you are today, what you are willing to do to make them happy… and sit back to see what happens.  People love a good story - and there is no better way to bond with those who want to know you.

   Try it… you might just like the results!