How Beer Turned Into Toilet Paper

Here’s how the story goes… I’m tweeting back and forth with The Beer Shop (www.twitter.com/TheBeerShopLTD), in East Longmeadow, MA. They recognize my Garyvee connection and we started talking about entrepreneurship.

They recommended that I read “The Toilet Paper Entrepreneur” (http://amzn.to/2lsCfUi) by Michael Michalowicz (www.twitter.com/MikeMichalowicz).

I never heard of the fellow, but purely off of this 2 minute convo I had with the local beer guy, I bought the book. Mike immediately thanks me for doing so. Pretty cool, eh?

MIKE IS JUST GETTING STARTED…

I go to my mail box Friday afternoon and find it stuffed with a package. I open it and find this.

The sticky notes says, “Enjoy this free book from Mike! :)”

First off, I ordered a gently used copy and they upgraded me to a brand new one. Not only do I have my book, but good ol’ Mikey sent me another one of his works, absolutely free. Along with my books is a note and there are a few things that caught my marketing eye. Anyone who knows me knows that I love Gary Vaynerchuk (www.twitter.com/garyvee). “Jab, Jab, Jab, Right Hook” (http://amzn.to/2kAZ86E) and “The Thank You Economy” (http://amzn.to/2kdJFFZ) are interwoven into my business practices with Cloud 9 Marketing Group and Mike hit the nail on the head with his execution here.

1. The author hand-signed the note himself (jab)
2. He plugs exclusive content via a partnership with Mint Quality Books at http://bit.ly/mintqbfree (jab)
3. Commends me for being an entrepreneur (jab)
4. Plugs a couple other books and the pre-order for his next one (major key alert)
5. Throws a very well executed right hook to have me review the book on Amazon

MIKE GOT ME…

Mike utilized the principles of “The Thank You Economy” and sent me a book for free and if I wasn’t already going to be a fan based purely off of his work, I’m surely impressed by his generosity. My first two interactions with him have now made an everlasting impression, as well as peaked my interest.

Mike utilized the principles of “Jab, Jab, Jab, Right Hook” by providing me value in four separate occasions before ever actually asking me to do anything. When he finally did, the ask wasn’t even to buy another book! All he wanted was an Amazon review to help boost “The Toilet Paper Entrepreneur” to the top of the list. Mike, if you’re reading this and wonder if I’ll convert, I got you buddy. After all, he hooked it up!

This is how brands can drastically change the landscape of the consumer experience.I’m a fan for life, if these books provide me any value or utility at all, and he won me over because he took the time to tweet at me and then set up this perfectly executed right hook. You make it look easy, Mike. Congratulations.

Have you had an everlasting experience with a brand? Tell me about it in the comments below and if you enjoyed the content, please SHARE!

Until next time,

Dyl