RecomMONDAYtions ~ 2024.02.17

Recommended Reading

💡 A Case Study in B2B Storytelling

Here’s a fascinating case study in B2B storytelling from Ann Handley that proves how thinking outside the box can transform even the most “boring” products into compelling content.

Tennant Company, which sells industrial floor-cleaning equipment, launched a brilliant “Custodians Are Key” contest that invited nominations for outstanding K-12 school janitors. The program generated over 2,000 heartfelt essaysand achieved remarkable results, including a 30% lead conversion rate.

It’s a masterclass in B2B marketing that shows how putting human heroes at the center of your storyand embracing unconventional ideas can help your content truly connect with your audience.

The full article breaks down exactly why this campaign worked and offers practical takeaways for your own B2B storytelling efforts.

💡 From the Trenches Podcast

Scott Hartley had a grea conversation on his great “From the Trenches” podcast.

In this episode, I break down my systematic approach to transforming boring business content into compelling stories that drive sales.

Scott and I discussed:

– The four essential building blocks of engaging content

– How to find endless story ideas hiding in plain sight

– Why your expertise alone won’t attract clients

– A practical framework for using AI strategically

– The critical mistakes most businesses make with

Recommended Events

📆 The Amplify Your Brand Summit

This summit is a free, 4-day virtual event fore business owners, entrepreneurs, and visionary leaders who want to amplify their brand and authentically attract high-quality leads and clients in 2025.

Happening February 24-27th, the Summit features 20+ industry leaders sharing brand-building strategies.

My friend Sally Curtis will present “Write Once, Monetize Forever: How to Turn Your Book into Endless Content”.

Bob Burg will also share his “Go-Giver Way” approach to business success.

📆 LinkedIn Masterclass/Workshop

Want to master LinkedIn in 2025?

Join my friend Jon Keel for his 31st LinkedIn Masterclass on March 4-6 (4-5pm ET).

With LinkedIn making over 170 platform updates in 2024 alone, this 3-day virtual workshop will help you navigate the latest features and optimize your strategy.

Jon will show you how to enhance your visibility and generate more leads.

Recommended Reading

📙 Black Sheep Sales
I’ve been waiting for Aleasha Bahr’s book to come out. It’s finally here.

Aleasha is a sales consultant and coach who draws on 15+ years of experience to help businesspeople sell more – even if they think they hate sales.

Her new book reveals “the simple structure for effortlessly navigating a sales conversation that converts without acting like an ‘alpha-bro’ douchebag.”

You can get order the book here (she throws in a bunch of great bonuses).

And after you read the book, you can join Ted Prodromou and me at the Feb. 27 meeting of the Mastermind Book Club where Aleasha will be our special guest.

Every month, Ted and I choose a great business book for Club members to discuss and read. Join us on Feb 27, 2:30 p.m. ET to discuss Black Sheep Sales.

You can join the Club (it’s free) here.

Words to Ponder

“The most reliable way to predict the future is to create it.”

~ Abraham Lincoln