I don’t know about you… but I’m not one for watching a lot of TV. At all really…

But occasionally the old box will be on in the morning as I’m “rounding up” my cattle… sorry… I mean “kids” for school.

Anyway, my ears pricked up when I heard this story on “Sunrise” – it definitely makes for a read-worthy blog post.

Let me pre-frame this.

Hang around me longer than 5-minutes and you’ll probably hear me say these words. “To be a great copywriter, you must first become a great marketer.” I first heard that from Mal Emery, and I totally agree.

When I heard about this story I just had to share it with you. The simplicity of it is beautiful and it has a powerful lesson. I won’t keep you hanging any longer…

In a small town in North Queensland (where they bend bananas), there was a serious epidemic unfolding… A real tragedy in the making. Here’s where it started…

At the local supermarket and fruit stores, locals had the choice of two types of bananas to buy. The big, long banana in one bay… and the small puny bananas in the other bay.

(If you’ve ever been the small or less athletic kid at school who always gets picked last, then this story will give you hope)

In short, (no punt intended), the smaller bananas were not selling. To the point where they were going to totally wipe them out all together. Shut down the harvest pants, lay off the workers – the whole deal - Never to be seen or sold again.

Until… One smart cookie splashed a creative marketing spin on the problem.

It only took two words. Get this…

They placed a sign in front of the small banana bay that read this:

“Lunchbox Bananas”

And guess what happened?… whooooosh…

They became so popular that they practically ran out the door. Shopping mothers INSTANTLY made the distinction and changed their buying habit to fill a need. And that need was fitting a banana into a school lunch box.

Beautiful.

Lessons for you:

1. You could be just one great idea away from a marketing (and financial) breakthrough. It could be the media you choose, the new market you tap into, the message, hook, twist or USP (unique selling proposition), your strategy, and the list goes on

2. Can you “name a process” in your business that you and your industry peers take for granted? Name it. Own it. Think outside the box

3. Never assume that your clients will “join-the-dots” - spell it out for them as if you had to explain it to a 7 year old. NEVER ASSUME THE OBVIOUS

4. Always communicate your biggest benefits (or point of difference) in the best most obvious possible way.

5. Can you use a recognizable word or phrase and marry it into your message? I saw this the other day when someone was refereed to as “The Richard Branson of the Internet”. Here are a few more examples:

- The “Entrepreneurial Bible”
- The “Ghost Whisperer”
- The “Cash Flow Queen”

You get the idea…

So can you find your “Lunchbox Banana” story?

Keep your eyes “peeled”
It could be just around the “bend”

Think big. Be different.

Bret Thomson
P.S. If you have any cool little stories like this, don’t keep it to yourself – post it in the comment box below. Who knows… I might contact you and flush it out into a post under your name.

Not sure if you know this or not? But get this…

A few months back, my good mate, client and marketing mentor, Mal Emery, set me a challenge.

He was doing a round of seminars across the county to hundreds of people. Here was his idea…

Mal: “Mate, why don’t you and I pick someone from the crowd and interview them about their business – then you can go lock yourself in your hotel room and write their full marketing campaign over night - then present it on stage the next day?”

Me: “Ummm…But… Mal, that amount of work usually takes around 3-4 weeks?”

Mal: “Yeah I know mate, but if anyone can do this… you can!”

Me: “Ohhhh… okay…. I’ll give it a go, but no promises okay?”

So get this… the first one was in Brisbane. Writing about a subject I had previously had no idea about – I managed to write all this in 24 hours:

- Long form sales letter (18 pages)
- Landing/squeeze page
- 3 x cover letters
- FAQ sheets
- Lead generation ad
- Tear sheet editorial
- Full page advertorial
- A5 double sided flyer
- 3 x auto responder emails
- Phone script
- Video scripts

Not only that, but when I finished… the quality of my copy was so high, that Mal gave it to all of his other copywriters as their “new standard” to write by.

Was it a fluke? Beginners luck maybe? I was about to find out.

I had to do the same thing in Melbourne a few weeks after (about a totally different niche) And guess what?

I nailed it again.

I ended up doing this 6 times all around the country – all for different businesses.

The experience nearly killed me. I’m talking zero sleep. I was lucky to string two words together when I had to present it all on stage.

But two great things came from this:

1. Sources tell me that the copy I wrote is now getting unbelievable never-before-seen response. So despite the mad rush – it’s working!

2. I was forced to create a formula for writing high quality compelling sales copy in warp speed time. A formula that I now teach others.

Anyway… in a few days I will let you know exactly how I did it. That way you can do the same and have a massive impact on your business. (This really works)

It’ll be no big surprise to you that I’ve turned it into a product, right? I mean… what kind of mentor would I be if I didn’t? But here’s the good news…

Weather you’re smart enough to buy it or not… regardless…. there will still be a HUGE lesson for you. That I can promise.

In fact… if you don’t pick up this powerful lesson after watching the promo video, then I’ll post something on the blog and let you know either way. Sound fair?

Pre warning: This is not you’re regular video… Quite different and entertaining.

Here’s something you should know: I just showed this video to a group of business owners at Mal Emery’s Platinum group in Perth.

Anyway, it created a frenzy of excitement. I was pretty stocked. But then Mal grabbed the microphone…

In front of everyone… he told me I was absolutely crazy for giving away so much information for such a small tiny low cost. (You’ve gotta love mentors, right?) But what happened next shocked me even more…

Some of the audience piped up and agreed with Mal? And these were people who immediately grabbed what I had – but told me they would have happily paid double, even triple the price.

Hhmmmmm… lesson for us all hey? Anyway…

After another private grilling from Mal, I’ve compromised and decided to keep it the same price until the first 500 spots are taken.

I could tell he still thought I was stupid… haha.

Till then, keep an eye out for my next post. Ill keep em as short as possible for you, okay?

Think big, Be different.

Bret

P.S. I’ve put my kids on this video. Very cute.

• Advice i gave my boys last week - “Small minds talk about people, mediocre minds talk about events, but GREAT minds talk about IDEAS” #

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• Advice i gave my boys last week - “Small minds talk about people, mediocre minds talk about events, but GREAT minds talk about IDEAS” #

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• Finds it hilarious how over-the-top passionate and FULL ON some of the “under 6 soccer mums” can be! — Am i alone here or what? #

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