Title - Story purpose list for newsletter licence Tags - callumpurpose
To demonstrate what I want to be know AS
- Strategist, not just copywriter
- Deals with problems head on
- Effective
- Blunt, direct, honest
- Renegade
- Inaccessible (even to clients)
- Eccentric
- Expensive (but great value)
- Respectful (but NOT subservient)
- Prolific author and publisher
- Newsletter editor
- From-scratch, first-generation millionaire
To demonstrate what I want to be known FOR
- Doesn’t use email; only fax, post, phone
- Phone calls by advance appointment only
- Works from home office in country mansion or foreign homes
- Meets clients at posh hotel near home
- All clients come to him
- All clients must agree to rules of the road (contracted)
- Nobody gets to “pop in”
- Terminates clients
- Extremely busy and has more business than he can handle
- Difficult to work with
- Time fetish - intolerant of having time wasted
- Attacking/criticising status quo
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Industry associations -
Industry marketing - Attacks common enemies
-
Ad agencies -
CQC -
Freelancers -
Problem patients - Lives in a big country mansion/estate
- Country gentleman
- Goes skiing
- Goes sailing
- Flies planes
- Lives in country with family
- Is in great shape - “that guy’s in great shape - he’s really got it together!”
- Lives abroad for half of the year - only available for consulting in spring/summer
To demonstrate association with influential people
To demonstrate my superpowers/mystical skills
- Turning health practices into autonomy machines
- Maximises and multiplies business assets
- Converts existing hidden or underutilised assets into cash
- Fixes underperforming practices
- Liberates practice owners - 60-hour-weeks to freedom over time and location
- Turns ordinary businesses into extraordinary businesses
- Knows which opportunities to focus on next for the biggest breakthroughs
- Sees opportunities others don’t
To demonstrate his mission
To explain why I’m here, doing what I’m doing - How did I transform from ordinary person to superhero? (origin story)
- Origin story for PBS 202107261059
To gain authority - Why are you here? Why should I listen to you?
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Specialist knowledge of growing a health practice
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Specialist knowledge of marketing/business strategy
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Acquire weaker competitors -
John D. Rockefeller [[202107261146]] -
License successful concepts -
Cyrus McCormick [[202107261133]] -
Move to the money (place strategy) -
Cyrus McCormick [[202107261137]] -
Pick a public fight -
Henry Ford [[202107271059]] -
Multiple distribution channels -
Walt Disney [[202107271104]] -
Joint ventures -
Walt Disney [[202107271105]] -
Licensing -
Licensing of Mickey Mouse [[202107271107]] -
Risk reversal -
Specialist knowledge of advertising/copywriting
-
Salesmanship multiplied by media -
Speak to one person (a typical buyer) at a time -
Study the consumer -
Offer service -
Mail (order) first -
Grab the attention of interested people (headline) -
Instalment plans -
Cyrus McCormick [[202107261139]] -
Free trials -
Cyrus McCormick [[202107261141]] -
Money-back guarantees -
Cyrus McCormick [[202107261142]] -
Specialist knowledge of human psychology
-
Curiosity is powerful -
People judge by price
To compress time and quickly establish ‘back story’ of how you got from A to B
To convey empathy - we are alike somehow and this story proves it
- To empathise with health practice owners in different niches
- To empathise with multi-location practice owners
- To empathise with the women
- To empathise with people of lower income than me (e.g. solo practitioners)
- To empathise with people who live and practice in a city
- To empathise with people who are older than I am
- To empathise with people who have been in practice/business for much longer than me
- To empathise with people who invested years and a lot of money in higher education
- To empathise with alt’ health practitionerwho aren’t always taken as seriously as doctors and dentists, for example
To create bond - we are united against a common enemy and this story proves it
- To unite against the CQC
- To unite against tight-wod patients
- To unite against time-sucking patients
To make self human & therefore believable (trustworthy), show personal flaw
- Can lose temper
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Story event about a time I lost my temper - Offends people with bluntness
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Story event about a time I offended someone - Difficult to live with
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Story event which shows why I'm difficult to live with - Puts own needs above others
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Story event about putting my own needs above others
To present an ‘inconvenient truth’
To present mind-set or philosophy
To teach/glorify a value we believe in
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Every £1 invested in marketing must produce £2+ within 30 days
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Marketing is the effective communication of value to prospective buyers
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Professional excellence in irrelevant in growing a practice
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Results rule all
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Advertising is salesmanship multiplied by media
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Brand-building as a side benefit of direct marketing/advertising ONLY
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You have the right to negotiate for whatever you want, but you do not have the right to take away the other party’s right to say no
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A successful business is an entity through which more money enters than exists, thereby accumulating assets, some of which can be transferred to it’s owners
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Never a norm-al business
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Treat clients/customers/patients are dear and valued friends
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Systems produce wealth
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The majority is always wrong
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Henry Ford made counterintuitive moves [[202107271047]] -
Big leaps, not small steps
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Marketing IS the business
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Henry Ford did not invent the automobile or assembly line [[202107271044]] -
Direct marketing and direct response advertising ONLY
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Lists are the most valuable asset in a business
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Begin with the end in mind
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Success is the progressive realisation of a worthy goal
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You should always seek the maximum returns from very investment of time, energy and money at the lowest possible risk
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You can only save so much money, but the amount you can make is unlimited
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Money is attracted to speed
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Cyrus McCormick acquiring patents [[202107261143]] -
Time is the single most valuable asset anyone posseses
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Happiness is the moral purpose of life
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Productive achievement is the noblest activity in life
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Cyrus McCormick [[202107261144]] -
Reason is the only absolute in life
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Faith is having the courage to act regardless of the consequences
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Live in day-tight compartments
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Men must deal with each other as trader’s, giving value for value, by mutual consent and to mutual benefit
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No man or group has the right to seek values from others by initiating physical force; men only have the right to use physical force in self-defence against those who initiate its use
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Laissez-faire capitalism is the only political system which recognises and protects indibidual rights, and the only role of government is to protect individual rights - i.e. to protect people from those who initiate the use of physical force
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Health is the first wealth
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Unique selling proposition
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Give reasons why
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Demonstration
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Cyrus McCormick demo'd his machines at shows [[202107261128]] -
Henry Ford demo'd Model T Fords in sponsored races [[202107271050]] -
Kid pissing in the pool [[202107281104]] -
Don’t reinvent the wheel
-
Cyrus McCormick [[202107261143]] -
Delegate
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John D. Rockefeller [[202107261148]] -
Henry Ford as a poor manager [[202107271101]] -
Get a self-less, pro social mission
-
Henry Ford's mission [[202107271052]] -
Leadership
-
[[202107261151]] -
J.P. Morgan saved the economy [[202107261154]] -
Innovation
-
Henry Ford as an innovator [[202107271054]] -
Milk your winners
-
Walt Disney milked winning characters [[202107271109]] -
Diversify (one is the most dangerous number)
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Disney diversification during WW2 [[202107271113]] -
Own your media
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Disneyland as a distribution channel [[202107271116]] -
Fish narrow and deep (niche)
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John H. Johnson tagretting the black american consumer -
Test everything
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Walt Disney the experimenter [[202107271118]]
To t/g a value linked to them buying what we are selling
- Investment
- Investment in education
- Violating industry norms
- Standing up to criticism
-
Henry Ford [[202107271056]]
To t/g a value we want/need conformance with (behaviours we need from them)
What behaviours do you need from your audience?
To t/g a value contrary to their past/typical thinking
E.g. sales trainer wants people to value rejection rather than fear it
What values do you need you audience to accept that they may not right now?