Why Yogi’s “Nonsense” Can Help you Grow your Business

baseball hall-of-famer

I’ve got Yogi on my mind.

Yogi Berra, that is. 

He’s the baseball hall-of-famer who grew up three miles, due south, from where I currently sit in St. Louis, MO. 

Yogi’s in the news because of a new documentary about him that opened this week. 

It’s called “It Ain’t Over…” 

…as in, “It ain’t over ’til it’s over.” 

Yogi said that.  It might be the most famous of all his quotes. 

He also allegedly said…

“I never said most of the things I said.” 

“The future ain’t what it used to be.”

“You can observe a lot by just watching.”

“When you come to a fork in the road…. take it.”

“You’ve got to be very careful if you don’t know where you are going, because you might not get there.”

“If the world was perfect, it wouldn’t be.”

“Ninety percent of the game is half mental.”

People who like big words roll their eyes and laugh at Yogi’s “malapropisms.”

(Google “Yogi’s malapropisms.” You’ll see.) 

They cast Yogi as a clown. 

I read these Yogi-isms and see wisdom — deep as Yoda’s. 

Take this Yogi-ism: 

“If people don’t want to come to the ballpark, how are you gonna stop them?”

Wise words, Yogi!

Some marketers start with their product and services, chirp about how great they are, and strive to convince and cajole people to buy — as if they can impart desire in people who don’t have it. 

Here’s the problem: 

Whether you’re selling baseball or business services…

…you can’t create desire in the marketplace. You only can tap it. 

Hall-of-Fame copywriter Eugene Schwartz put it this way, in the first lines of his book Breakthrough Advertising:

Let’s get right down to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire — but to channel and direct it.” 

That ain’t no malaprop! 

If you want to create great, client-attracting content, you have to begin by discovering the hopes, dreams, fears, and desires that already exist in the market. 

Don’t start with the product and aim to convince and convert. 

Start by discovering the prospect’s stories and aim to reveal how your products and services enable the journeys they wish to take. 

That’s why my upcoming do-it-with-you mastermind, Content Marketing Masters, will focus first on Story Discovery — how to discover the mass desire in your market so you can tap into it with client-attracting content. 

Want to learn more about Content Marketing Masters? Reply to this email, and I’ll circle back with details.

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.

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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.