Here’s the excerpt:
“Key to success of the programs is Tony’s style and delivery of content. He uses storytelling and practical approaches to educate and inform at the same time.”
I’m used to getting reference letters and what struck me is how my client picked off one of my favorite marketing tactics which is the use of storytelling in ALL of your marketing efforts. Here are three quick reasons to employ stories for your business or organization:
1. People love a good story. We’re wired as children to learn via storytelling. The challenge, however, is that when we grow up life gets busier and we often communicate in shorter segments, blocks of time and fragments. Look at instant messaging and email as great examples. They’re both quick, direct, forms of communication which are typically not used for in-depth discussion which is a good thing. However, most people’s sales messages duplicate this formula. I recommend against brevity in most situations for one key reason. Prospects today often want the full picture or story of how and why you’re different than every other company claiming to be the best.
2. Great way to prove your case. A standard brochure, website, or email can’t do justice in the persuasion process versus a well told story. In an age of great choice provided by the Internet and massive competition, good old fashioned storytelling is critical to success. People use a wide variety of ways to share knowledge and it’s not uncommon in well written and effective online and offline marketing messages to see the use of true stories or what I call ‘slice of life’ events described to persuade and build credibility.
3. They’re memorable. I often have people tell me months after they’ve seen me at a live event that they enjoyed my Mick Fleetwood story or Tylenol mailing gone bad story. While I’m hoping that they picked up several tactics to improve their marketing, I’m certain that the stories and the points I mixed in with my session are often what most people will remember the most.
Here’s your ‘post-blog’ marketing homework. Continually collect and share excellent stories as they pertain to your business so you can use them to reinforce your strengths and to aid you in growing your organization. At some point in the future you’ll be able to whip out a powerful story, captivate the prospect or audience, prove your point and win the big deal on the strength of a properly timed and effectively used story.
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( 3 / 1371 )On July 29th the second book in the Mind Capture series hit #1 in three different categories with online book giant Amazon.com. After months of planning, staging, and a combined effort from many of you reading this blog post or who receive my eletter, we hit the top slot.
The book also topped the “Movers & Shakers” list which identifies, by category, the biggest gainers in sales rank over a 24 hour period. The book was at the #2 slot for most of the day behind fellow marketing guru Seth Godin. When the book was first launched shortly after midnight on the 29th, it ranked #71,298 in terms of all titles online. By late afternoon, it had jumped as high as #140 overall in all books – an increase of more than 46,000%. See the photo and details about the 50+ city book tour by visiting the home page: www.MindCaptureGroup.com.
I wanted to put up a quick post to THANK everyone who purchased the book and to the many promotional partners (see www.MindCaptureBook.com for a full list) who graciously promoted the book to their customers and contacts. This was a pure team effort and I'm honored and humbled by the support from everyone who pitched in to help make the dream of hitting #1 a reality.
Keep checking back for marketing news, and updates about upcoming ‘live’ events and promotions. I hope to meet you this Fall on the North American ‘Vote for Business Change’ in a city near you.
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( 3 / 1367 )We're two days from the release of the second 'Mind Capture' book and I wanted to share with you an excerpt of Jeffrey Gitomer's foreword from the new book.
I've been a big fan and cheerleader of Jeffrey's work for years and know how hard he's worked to hit the top of the book charts to provide solid, street-smart information that all people can benefit from when applied. I am honored and grateful he agreed to write the opening foreword.
Testimonials Capture Minds
When you say something about yourself it’s bragging, when someone else says it about you, it’s proof! A major clue, as you peruse the first few pages of this extraordinary book, is that it is loaded with third party endorsements, aka testimonials, aka proof.
Tony Rubleski not only writes books about advertising and direct connection that works, he practices all the elements of it in his everyday business life. Hell, he got me to write a foreword and a testimonial!
Whose mind are you seeking to attract?
Whose mind are you seeking to influence?
Whose mind are you seeking to persuade?
Whose mind are you seeking to capture?
The essence of advertising is becoming known in your marketplace by building the brand recognition of your good name, offering a value message that’s attractive, creating some sense of urgency toward buying your name or your product, and getting the customer to remember you even if they don’t need you right now, so that they will purchase from you when their time of need arises.
That is full out “capture.”
Part of that process is repetition of message. My friend, Richard Brodie, wrote about that in his brilliant book about the science of memetics (messages repeated until you remember them) called, “Virus of the Mind.”
Tony is also aware that the world is changing from direct mail to direct email, and shows you where the perfect balance lies. His messages and ideas are easily transferable and transferred through any medium.
Tony studied and learned at the feet of yesterday’s masters, and has adapted their wisdom to today’s opportunities – and tells you how to take advantage of them.
Everyone is seeking to get their message read – and everyone is wrong. Getting your message read without anyone taking action is an empty process, and an expensive proposition. The key to attraction and capture is not just reading, it’s reading, remembering, impacting, and being compelled to take action. That’s what this book is about, and that’s what Tony Rubleski is about.
Make sure you swing on over to www.MindCaptureBook.com this Tuesday, July 29th, 2008 to get the new book and a treasure trove of valuable bonuses when you purchase the book from Amazon.
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( 3 / 1319 )Well, we’re 15 days out from the release of my second ‘Mind Capture’ book and I wanted to share with you some third party feedback from other top sales and marketing minds to build up some buzz and persuade you to get on over to Amazon.com the morning of July 29th to get a copy for yourself. We’ll also be throwing in a truck load of great bonuses from many others to sweeten the deal and add massive value.
“If you can capture their mind, you can capture their wallet. Capture this book, and both will be yours.”
- Jeffrey Gitomer, Author of The Sales Bible and The Little Red Book of Selling
“Every entrepreneur and small business should own a copy. Tony is brilliant and knows what he is talking about. He has thought of all circumstances and found ways to improve.”
- John Assaraf, Author of NY Times Bestseller Having It All
"In the age of message overload and shortened attention spans, Tony's second 'Mind Capture' book delivers! The book reveals several ways to help you stand out in the age of Advertising Deficit Disorder. Get this book now and apply it to your business and life."
- Joe Vitale, Author of The Key and star of the #1 bestselling book The Secret
“Tony’s new MIND CAPTURE book brilliantly challenges business owners, marketers and sales professionals to take a transformational approach.”
- Dan Kennedy, Author of the No B.S. Book Series
It’s been almost five years since the first ‘Mind Capture’ book was self published and I’m confident you’ll find the second book valuable, entertaining, but more importantly profitable to your bottom line.
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( 3 / 1333 )We’re 19 days out from the worldwide launch of the second Mind Capture book and I wanted to share with you some excerpts the next couple of weeks from the forthcoming book. Don’t forget to mark your calendar now, so you get over to Amazon.com on July 29th to get the NEW book and a truck load of powerful bonuses as icing on the cake.
Let’s move into the center of chapter five titled, We’re All In Sales.
In the age of advertising deficit disorder, the great communicators in all industries who can bottom line sell their ideas the best will carry the day and succeed. I know some of you reading this book may look at the title on your business card and think you only fall under marketing, management or operations duties. You’re wrong. You must sell others on assisting and helping you achieve your goals.
Ask any CEO or business owner to rank the #1 group of employees who are the most important to current and future growth and they’ll 99 times out of 100 tell you it’s the sales division.
TRIVIA TIME: Who Are The BEST Salespeople In The World?
Politicians?
Doctors?
Lobbyists?
Ministers?
Lawyers?
CEO’s?
You’re not even close. Here’s a hint: They’re under the age of 10 and many of you have them. Ah, the light bulb went off in your head.
Children!
I know countless books have been written on this topic ranging from how to close, how to make better cold calls, selling on the phone, selling on the Internet and I bet I’ve read just about every one of them or seen the other gurus who teach it live or in a seminar room. I won’t reinvent the wheel here or bore you with a long drawn out sales 101 session in this book, but I’ll share with you a few quick reasons why children can teach us a few sales lessons in the age of advertising overload.
One, they ask a ton of questions. How many? Check this out:
*The average 5-year old asks 200 questions a day
*The average 20-year old asks 20-30 questions a day
Think about how many questions the average 40 year old asks in a given day. If I asked you for the top 5 questions you ask key prospects would they generate curiosity and Mind Capture or would I walk away with little or no interest in what you’re offering?
Two, they’re creative. Children can whip out 10, 15, 20 or more reasons why they want you to buy something for them or have you buy from them. I’ve witnessed my own three kids battle it out (see photographic proof at the end of this chapter) with my wife St. Kim and I on numerous occasions when they want something and I’m always amazed at what new scheme or objection slaying comment their fantastic minds come up with. If you think your sales team’s good, sit down for dinner at my house and watch a sales clinic right before your eyes! Sadly, the average adult has no clue how to use creativity to make the case for their ideas, product or service.
Three, they’re not afraid of rejection. They fully expect that they’ll get what they want and carry this “can-do” attitude with them. As we grow older we’re often told by people around us and the talking heads in print, radio, online and TV to play it safe and to not rock the boat. Our risk tolerance diminishes and we become more conservative. While this is ok for certain areas within our lives, it’s a dangerous mindset to have when you’re livelihood depends on spreading your message to others.
Thanks again for your time together online and don’t forget to order the NEW book, Mind Capture: How You Can Stand Out In The Age of Advertising Deficit Disorder on July 29th, 2008 from Amazon.com and ‘Capture’ thousands of dollars in bonuses as well from our other launch partners and world class thought leaders!
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