Writing a Successful Sales Letter — Marketing Masters Ken Burgin and Elizabeth Walker offer helpful tips any business can use
My New Favorite Book: Escape From Cubicle Nation — Tim Berry shares his thoughts about the new book by Pamela Slim
The Sales Profession: Attention Must Still Be Paid – Actor, lawyer, economist Ben Stein on the the every day art of selling
Marketing Plan Pro tip: Extra tables — How to customize your plan by adding additional tables
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I found out later she really didn’t want to do it. Clover Earl (second from left in the picture below) so much didn’t want to that she actually went back to the registration and took her business card out of the basket. She smiled and said “No, not ready.” But there was a chance to win software instead of three minutes with the microphone, so she put it back in.
And, you guessed it, she won the microphone time instead. The elevator speech she didn’t want to give. 
Which was one of the best elevator speeches I’ve seen. And I’ve seen a lot of them.
“I am so nervous,” she started, with a booming theatrical voice laced with excitement. And in that first two seconds, she had everybody in the room–a room full of entrepreneurs, investors, accountants, attorneys and students–on her side.
Then she told the story: how she and her boyfriend Tom Zell, now her husband, made her a cup of European-style drinking chocolate and she said
This is the best thing I have ever tasted–other people need to have this experience–we should start a company.
I consider myself a veteran of the elevator pitch, the quick speech. I’ve done a four-part series on my Planning Startups Stories blog about how to do it. And Clover Earl, without practice, without notes, without reading up on the whole thing, did it about as well as it could be done. She told the story of Sipping Dreams. 
Which proves that when you get right down to it, this elevator pitch is about telling your story. Be authentic. Be yourself. And tell your story. There is nothing more important than that.
So they started a company. Along the way they also got married and brought Tom’s two children into it (so that family picture above is also the company picture), plus capital from Clover’s father. They mixed the chocolate up and packaged it and took it to the local stores in their cars. And built sales. As Clover tells it, they started last fall, showed the product at some local trade shows, did a Valentine’s Day flier, gave samples away, got local stores to carry it . . . now they’re nominated for an Oregon State University family business award, looking to organize channels and marketing strategy, and worried about running out of capital.
And Clover’s three minutes ended up as one of the highlights of last week’s Smart-ups meeting. And that software she wanted more than the microphone was Business Plan Pro, so we ended up meeting her afterward and giving her that, too.
So now, in Clover’s own words:
Waiting with bated breath to see what happens next!
I definitely believe the bated breath. She did the entire elevator speech with bated breath. And it worked extremely well.
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As a new blogger, who in all honesty, never read a blog before, I made many classic mistakes. The first few posts on my men’s blog were simply text, as I didn’t yet understand the importance of images. I kept them short and simple, and gave them a catchy male-enticing title like Hot and Bothered and The G-Spot. What I didn’t initially realize is that search engines use the post title to direct readers to your blog. My titles were probably getting linked to porno searches! I learned it’s better to write titles that clearly describe the content. Boring, yes, but more effective in reaching your targeted audience. In hindsight, I am laughing at the audacity of my first two blog titles! I am a fun person, but not that fun!
Images are very important. I noticed that a catchy image made a big difference in blog traffic. People gave me regular feedback and the consensus was my images grab their attention and draw them into the text. I understand this better as a viewer, now that I read hundreds of blog posts each week. The Internet is an endless sea of text. It’s the images that provide an anchor and help us stay focused.
I love to write and thankfully, it comes easily. At this point, I have a seemingly endless list of ideas for new posts. The dark cloud you are sensing is the hours and hours I spend trying to find the right images to go with each post. I currently have a collection of complete blog posts that are relevant, and ready to go with the exception that I gave up on the search for “the right picture.”
While trying to find a “better way,” I decided to try and capture images impromptu on real men I see in public or through men I know. This was another interesting learning experience.
The first time I stopped a man, I was so nervous, I didn’t even mention my blog’s name and just snapped a quick photo of his shoes after asking his permission. What I learned from him was I need context in the photo to help illustrate my point. I liked his vintage sneakers and his leaner denim hem line. However, I needed to capture his entire outfit (neck to toes) to demonstrate how good he looked and why. I also learned most men are flattered to be asked by a woman if she can take a photo of his clothing!
The next time I did better. I took two full body shots and got the man’s email address so I could send him a link to the site to see his fame and glory. However, I learned full body shots alone weren’t good enough. I also needed close ups to illustrate my points. The third time, I got it all right, including a short interview.
In hindsight, I realized I wasn’t applying my previous research experience and expertise to my new position. Interviewing, assessing and photographing people in a research setting is second nature to me. I just had to remind myself I was doing essentially the same thing for a different reason. Now, I’m confident (no more embarrassed pink cheeks!), and I have a growing team of Lady Detectives working for me who know what images I want and are happy to help me capture them “in the field.”
My latest assignment is from the CEO and founder of Trunk Club; Joanna Van Vleck. She asked me to share all of my blog posts from Wasabi Nights with the Trunk Club Blog. I am honored and inspired to take my blogging to the next level. Starting this week, I plan to find and interview successful business men to feature what they wear and why. I want to know what successful men in different business sectors are wearing right now, down to the minor details; like what brand of undershirt they prefer. Where do they buy their clothing? How do they feel about their clothing style? What influence or impact do they feel their appearance and clothing choices have had on their current success. Hopefully these men will be gracious and share a few minutes with me. Ideally they will allow me to take a photo or two to include with the article. I will let you know how it goes.
If you know a successful man you’d like me to interview (perhaps its you), I welcome your suggestions and contacts. As for you successful men out there, if I contact you for an interview, please recognize it for what it is; a compliment.
-Lisa
Lisa Bruckner is a consultant for Trunk Club – a first class service which revolutionizes the way men buy clothing. She writes for two men’s blogs: Wasabi Nights and The Trunk Club Blog and spent twelve years in the research sector before switching gears to follow her passion for fashion.
Trunk Club
Wasabi Nights
Twitter
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Our friend Dave called last night, he’s started a small engine repair business and he asked us to review a sales letter he’d written. Dave’s letter was actually pretty good; the only problem was that it did not give a really good reason why anyone should do business with him! There was no incentive; no “special introductory offer”; no inducement for anyone to dash to the phone and call him. Of course we offered to rewrite the letter.
The number one objective for a sales letter is get the letter read. And the second is to persuade the reader to take an action and start a business relationship.
How do you do this? First, create a powerful headline with an immediate clear benefit for the reader, not some wishy-washy “Hi, here we are” statement. Ask a question that shows you understand their needs,
Are you still looking for someone who can guarantee your mower, tractor, trimmer, cultivator or compactor will be ready to work when you are?
This show’s you understand their needs and are not just jumping into a “rah rah” selling pitch.
Then tell them you have the solution,
Our 10 point small engine tune-up will keep you running strong all summer long-we absolutely guarantee it.
Give them your business credentials. Dave could say, “I’ve been repairing all makes of lawn and garden equipment for over 15 years and I love it!”
Now offer them something they can use, in other words: tell them what’s in it for them if they buy your product or use your service right away. Don’t be afraid to be bold. Use Capitals, underline, or bold type–let the offer leap off the page so that if they read nothing else, they’ll at least see the offer you’re making.
Take advantage of our FREE get-to-know-us offer!
Now add some credibility-people want to know what others say about you, so tell them-add two or three testimonials.
Be sure your letter has a high interest factor by adding some free advice or tips and tricks. Dave could tell how to make an engine run better by selecting proper fuel mixtures or how to keep a lawn mower blade sharp.
Clearly state what the next action should be and give them a reason why it’s important to act right away.
Be sure you’re ready for the growing season–call us NOW!
Use plain language and don’t use language that you would not normally use–be sure it sounds like you.
Thank the reader for reading your letter and sign it personally. If you know the reader, add a note at the bottom in your own handwriting.
Last, add a P.S. This is a great place to reiterate the offer and maybe even sweeten the deal.
Take advantage of our FREE “get-to-know-us” offer by April 30th and we’ll throw in a free tank of gas for your mower or tractor.
Of course you must have a good list to send this out to–one that is accurate and up-to-date. Sending a great letter to a non-existent person is a waste of time, so phone your contacts before you mail and make sure your list is up to date.
Do a test. Send out a few dozen per week, and follow up by phone. Vary the offer and see what happens.
Ken Burgin and Elizabeth Walker are the Marketing Masters (www.MarketingMasters.ca), a full-service marketing and advertising partnership that helps build busy businesses. Send your ideas on How to Thrive in Times Like These to liz@marketingmasters.ca or ken@marketingmasters.ca, or call 1-866-908-5720.
web: http://www.marketing,masters.ca
blog: http://thebuzzwithkenandliz.blogspot.com/
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We’re very excited to welcome Lisa Bruckner as a guest author on the Business in General Blog. As you’ll read below, Lisa is starting a new business as a consultant for the fast growing business The Trunk Club, based in Bend Oregon. We’re looking forward to hearing about Lisa’s journey as she starts and grows her business! ~’Chelle Parmele
After a parenting-induced sabbatical, I rejoined the business world as a Certified Trunk Club Consultant. It’s an exciting prospect since I love the work I do. Working from home and the flexibility to make my own hours is downright ideal. It’s a right turn from my previous work-a-holism in the research sector for twelve years, but it’s a perfect match for my love of fashion and my people skills.
Starting a new home business was unexpectedly overwhelming for me. This may sound naïve, but I thought it would be simple in comparison to starting up a new research grant. However, I found myself spinning after I purchased a Blackberry, iMac (I’ve been a PC gal for over two decades) and a printer-fax-copier monstrosity, all within a four day period. Don’t laugh yet. With the help of my loving husband, I also joined and created profiles in Twitter, TweetDeck, LinkedIn, Facebook, and TypePad (and realized my husband’s help came at the cost that most were created with passwords only he remembered). On day five, I launched my new men’s blog: Wasabi Nights and simultaneously began my rigorous training to become a Certified Trunk Club Consultant.
It was like learning how to speak seven new languages all at once in addition to retaining a massive amount of information I was learning from Trunk Club corporate through webinars, reading material and online research. Our home life was reduced to DIY meals and laundry basket diving.
I am learning first hand the simple things; like how helpful Twitter can be, and its limitations. I am surprised to discover how effective Facebook is for direct communication, far beyond the power of email. I love the simplicity and ease free webcam based services like Skype and Tokbox allow me to communicate with people who would otherwise skim, skip or forget my emails and calls. Blogging is an exhausting and time consuming experience but by far the most fun method of communication. I learn daily from my blogging experience and can’t wait to perfect it (if that is truly possible in such a dynamic, virtual world).
I have learned so much in the past five weeks and I am excited to share my hard earned pearls of wisdom, struggles and discoveries. I look forward to sharing more in-depth details about specific topics soon.
Lisa Bruckner is a consultant for Trunk Club – a first class service which revolutionizes the way men buy clothing. She writes for two men’s blogs: Wasabi Nights and The Trunk Club Blog and spent twelve years in the research sector before switching gears to follow her passion for fashion.
Trunk Club Consultant
Wasabi Nights
Twitter
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Good advice I got a few years back:
If you have to make a decision and there is no penalty for waiting, wait. More information may come.
If you have to make a decision now, or soon, then make it clean and mark it in your mind with the time and date that you made it. Better still, mark it in your business plan, with the key assumptions that drive the decision, so you can go back and review. Don’t blame yourself later for what you didn’t know when you had to decide.
Lots of good decisions have bad outcomes. That doesn’t make them bad decisions. The issue is what you knew when you had to decide. What assumptions you used.
If you made a decision before you had to, and it turned out later that you would have had more information if you’d waited, then think about penalties for waiting. Some decisions carry penalties, and some don’t.
For the opposite point of view, try Seth Godin’s I Need More Time.
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Do you have a start-ups group where you live? I think it’s a pretty good idea. I’ve watched how three interested people got one going where I live, I’m seeing it working now, and it’s definitely a good thing.
Specific example: Yesterday around 5 p.m. I went over to a local hotel where we had our Eugene (Ore.) Smart-ups group meeting. There was some milling around, then some welcoming, a talk about an upcoming local angel investor contest with $150K to the winner, then a panel discussion on bootstrapping–with two people who are up and running as bootstrapped ventures–a presentation on basic financials and then, at the end, two five-minute elevator speeches chosen from business cards drawn out of a hat.
While this may be of specific interest to you if you’re in the lower Willamette Valley area of Eugene and Corvallis in Oregon, I post it here because you might want to look at your own local groups.
If you don’t have one, start one. What’s interesting to me is that Smart-ups is the kind of thing you could do in a lot of different places. Here’s how they did it here in Eugene:
Last night they had a full room at the local hotel, maybe 150 or more people, and a good program. So Smart-ups is up and running, the local area is better off, the organizers are proud, and people are looking forward to the next event.
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10 Lessons From A 25-Year-Old Who Made It — Tim Berry quotes a former student with tips every business owner can use.
New (Form)Spring Styles — Email Center Pro releases new Dashboard widget for tracking results of your online forms.
Do you know Business.gov? — Help starting, running, and growing your business is available at the U.S. Government’s website.
Email Management and the Environment — How you handle your email has an impact on the globe.
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Sometimes ideas are like recurring dreams. Seth Godin humbly says some of his best work is about labeling things we already know rather than coming up with new things. So I was struck recently by two related ways to explain the same thing: that moment of jumping off.
See what you think:
Last week I sat next to a friendly and likable local business owner on a plane from Eugene, Ore., to San Francisco. He talked about how and why his business was growing at double-digit rates even during the recession. He said:
“Sometimes you just have to jump. I call it a leap of faith. You don’t get to know. You’ve studied as much as you can, you’ve talked to your customers, and you just jump off.”
To put some context into that, Chris Meeker and his wife Erika own Imagine Graphics in Eugene, Ore. They bought a building, changed the company name–and doubled the business in about two years. They studied, and then they jumped.
Then there’s a young entrepreneur’s 10 lessons that I just posted today on my main blog, Planning Startups Stories.
Buried at number nine of her list of 10 is this one, the “all green lights” reference:
A wise mentor of mine once told me that if you wait to leave your driveway until all the lights on your route are green, you will never leave. You must jump and build your wings on the way. You will hit red lights. They are momentary and are times to stop, adjust and get ready to go again. Learn to embrace the red lights.
I think both of these entrepreneurs refer to the same idea, that moment when you stop studying and go.
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