Marketing Lessons From Butcher Surgeon Who Botched the Job


Quick note before the story: In case you missed it yesterday, for a limited time, you can join Club Storyville for free (7-day trial) here. Give it a try. It won’t cost you a penny. Details and sign-up here.

(Now back to our regularly scheduled program…)

I once met a marketing “guru” who advised me to rent a fancy sports car and be photographed in front of it.

Those pictures would scream: “Look at me in front of my Maserati. I’m a super-successful marketing dude. And you can be super-successful, too, if you hire me.”

🙄 🙄 🙄

Reminds me of a surgeon named Robert Liston who was better at showing off than saving patients.

I’m not a surgeon. And I don’t play one on TV. But I know this much:

If you’re operating on ONE patient and THREE people die, you’ve botched the job.

That really happened to Doc Liston, who was famous in the 19th century for being the “fastest surgeon” around.

Doc Liston loved to fill his operating room with spectators. He would burst into the room and say, “Time me, gentlemen.” And then, with a flourish, he would start cutting.

One time, he accidentally sliced off a patient’s privates while amputating a leg.

But that was nothing compared to the three-in-one butchery…

While cutting through a patient’s leg, Liston accidentally sliced off his assistant’s fingers.

Then, while changing instruments, he accidentally sliced through a spectator’s coat.

The spectator wasn’t wounded, but he thought he was. He freaked out and died of shock.

The fingerless assistant died from infections.

The patient didn’t make it either.

One patient up, three innocent people down.

If only Doc Liston had focused more on the desired outcome and less on saying, “Look at me!”

So it goes with marketing — especially with social media and other content.

It’s not about you and how important, brilliant or accomplished you are.

It’s about your followers, and how they’ll benefit from interacting with you.

Your content has to educate, entertain and inform your followers. That applies to social media, email, your website or any other content you share.

If you create that kind of content, you’ll get a prospect’s attention, and you’ll demonstrate that you get them.

That’s what will get you hired.

Too much content is…

…Look at us…

…We’re so special…

…Here’s our great stuff…

…You should buy it…

If you want to stroke your ego, rent that Maserati. Pose in front of it with a wad of $100 bills.

If you want to attract and serve the right clients, put the focus on them and their needs.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

Want to get great content like this...

...delivered straight to your inbox?

Join our email list...

This field is for validation purposes and should be left unchanged.

Post Categories

Previous Post

Next Post

Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.