Archives for August 2010


Marketing strategies for September… when you are stuck

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.


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.

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


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.

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It attracts the perfect type of client…

…one who is more concerned about the
*experience* you give than the lowest price they get.
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Much like the Lobster brothers I have written about many times before ( – 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)

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The OPPORTUNITY for you…

…start working on your story.
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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.

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


Kinjo Sushi and Chocolate Goodies… secrets of success in a recession

Fellow Business-Builder,

We went out for Sushi the other night at my favorite place, Kinjo Sushi & Grill. We had to wait for 15 minutes (on a Tuesday night), but it was worth it … I LOVE this place.

It’s not that I love the cramped space, the lack of booths, and the way-too-close chairs at the sushi bar.

It’s not that I love the packed house they have from 11 am right through to 9 pm at night.

What I really love is the wacky owner of this place, Peter Kinjo.

He is absolutely oozing personality as he wanders the restaurant waving and flipping his monster sushi knife around like a gunslinger.

He loves to sing to the kids.

He loves to make the kids repeat after him all these wacky sayings and get them laughing.

Any guy there with a date is forced “at knife point” to hold their companions hand and say sappy romantic things (Peter doesn’t care if the girl you are with is your girlfriend, wife, mistress or co-worker).

When you first sit down, they jump to attention and make sure you aren’t waiting more than a minute or two before you have water in front of you, your drink order taken, and a complimentary platter of sushi placed in front of you.

The first time I went there I couldn’t believe how much free sushi they kept putting in front of me.

“Try this” as a plate with 4 kinds of sushi is put in front of you.

“This is our specialty” as the Kinjo Roll samples are put down in front of you.

All of the initial sushi is free. It is a great way to try different types of sushi that you may have never tried before. It is also a powerful way to get your customers coming back … no one else that I know of gives away sushi!

Every girl there gets his bonus gift upon departing … a box of Pocky chocolate covered biscuit sticks. They get to choose between strawberry or raspberry (he gave my daughters his newest ones this time, coconut).

Based on the cases and cases of Pocky he had up against the back wall … he is going through a LOT of free samples.

I asked him once what all those free boxes of chocolates cost him … “six figures a year” is all he would share.

That is some serious free chocolate.

A couple months ago, there were eight of us with kids in tow that wanted to go out for sushi.

I recommended Kinjo.

It was a Wednesday night (during this recession) and the place was packed with a 45-minute wait.

So we went down the road to another sushi joint, decent place, just not Kinjo.

The place was completely EMPTY.

Same night of the week.

Just down the road … even on the same side of the road.

What was the difference?


Both places make a mean plate of fresh sushi … but only one of them knows how to wow their customers.

The place we ended up at did not have fun with the kids.

Did not make us rehearse hokey love poems to our loved ones.

Did not sing to us.

And didn’t give us any free sushi or desert chocolate.

Is it any surprise that Peter Kinjo has stolen ALL of their clients away?

Not at all.

Think about what Peter did here and how well he is doing in a time when business is down for many.

He uses his personality as his secret weapon.

He knows that people love him being the wacky sushi guy.

The kids love him.

The adults love him.

The staff loves him.

Peter understands that in a competitive environment when the products are similar and the prices are identical … his personality is a deadly weapon that can destroy his competition for no extra cost.

The free sushi samples and chocolates are the final straw that guarantee his continuing success.

Not all of us have an outrageous personality like Peter though. I know I don’t. But that doesn’t mean I can’t find my own ways to use my personality in my business … and I do.

If you are ever up my way in Calgary, Alberta, Canada … let me know and I would love to go for Sushi at Kinjo with you!

Last, here is a great profitable tip for you to use in the next few days.

This one little idea can change the way you run your life and your business.

When you are out shopping, eating at restaurants, having work done on your car, etc., pay very close attention to how stores and sales people sell to you.

• Notice how nice (or nasty) they are to you.
• How do they approach you?
• Do they make your shopping experience enjoyable?
• Would you return to that store?
• Why or why not?
• What could be done better?
• What could they say to guarantee you would go back to shop there?

Simple – right?

Will you try it is more important than how simple it is.

Try it.

Every store you visit, every person you interact with in the next few days – ask those questions. Note what starts going through your mind as you window shop and talk to sales people. You will find you have great ideas on how that business could treat their clients better.

Write down the things that turned you off – and the things that turned you on.

Much like my experiences at Kinjo, you need to pay attention whenever you are out there spending your money.

What would make you buy from them again?

Now use those techniques in your own business. And in your own life.

If the technique you thought of doesn’t specifically apply to your business – how could it? How could it be modified to directly help your business improve?

Start applying the ideas you come up with.

Write them down, even if you decide not to use them – they may come in handy at a later time.

In your shopping travels you may just find the idea that makes you and your company stand out from all others.

So pay attention out there.

Thanks again.

To your success,

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

PS: UPDATE: I just met with Peter Kinjo this morning to go over his business model and present him with some ideas for even further growth in his new, soon-to-be-opened Kinjo — 4 TIMES as large as the one I grew to love!!! I can’t share with you the numbers he showed me, but I can say this…

..Kinjos is doing better now than ever before. They are putting through well over 400 paying customers a day in a restaurant that seats 65. Their customers are frequent ‘shoppers’, they bring their friends, family and business associates, and they LOVE to spread the word about this incredible rare find.

Pay VERY close attention to businesses like Kinjos.

They hold an incredible learning opportunity for astute entrepreneurs. Take their success secrets and quickly modify them to suit YOUR business.

And if you are EVER looking for a great meal and time in Calgary, CALL ME! I am always up for a trip to my favorite restaurant. Kinjos is the ONLY place I know of in a city of 1.2 million people that does what they do.

Learn from it… and profit.


90% of retailers blow it (websites included)

New survey resultts are in from the YouGov research group. They went out and surveyed buyers of products they found either online or were driven online from direct mail.

Some fascinating info:

* 57% of British consumers would be prepared to include their email address when placing an order through a catalogue and more than 43% would when placing an order in response to direct mail.

* In spite of this willingness, however, just 10% per cent of consumers said that a retailer had asked them for their email in a catalogue order form and just 6% had ever been asked via direct mail.

* Nearly a third (27%) of consumers, however, claim to have been motivated to make a purchase in a high street store after being alerted to a product in a marketing email.

* 69% per cent said they would share their email address with a brand if they were an existing customer.

* “The research clearly shows that customers are willing to trust their contact details with established brands or companies with whom they already have an existing relationship — this gives email marketers a fantastic opening to increase the size of their email databases by adding existing customers to their programmes at a minimal cost.”

For the full article (and a download link for the entire report – great sleeping material – the facts above are all that are needed. Go to Internet Retailing.

So – the question to you is – are you doing everything possible to collect email addresses from your buyers? Your prospects?


Obviously your buyers want you to ask… the rest is up to you!