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Tom Ruwitch: From Boring to Brilliant with the PLAN Storytelling Framework
Discover why most expert content falls flat and how a simple PLAN framework can turn everyday stories into client-magnet messages.
In this episode, Leonard and Tom Ruwitch discuss:
- Early days of email marketing and media industry lessons
- Why information-only content fails to attract clients
- The PLAN framework: Promise, Lesson, Anecdote, Next Step
- Stories as a repeatable system for content creation
- Implementum: combining strategy, technology, and team support to help business owners execute consistently
Key Takeaways:
- Information alone rarely moves prospects; pairing a meaningful promise with a clear lesson is what makes content matter.
- Story-driven content keeps people engaged for years, so that when the timing is right, they’re already primed to buy.
- A simple framework, Promise, Lesson, Anecdote, Next Step, turns content creation from a creative struggle into a repeatable assembly process.
- Great marketing isn’t just about better tools; without strong content and consistent implementation, even the fanciest tech underperforms.
- Business owners often become their own bottleneck, and freeing them from tech and execution work lets them focus on serving clients and closing sales.
“The difference between content that is blah and boring and prospect repelling and content that is captivating and entertaining and client attracting is that framework promise lesson anecdote next step.” - Tom Ruwitch
About Tom Ruwitch: Tom Ruwitch is a business advisor, storytelling standout, and content marketing pioneer who helps business leaders create, deliver, and track client-attracting content and cure tech headaches.
In 2001, Tom founded the email marketing software and services company MarketVolt. This was before most business people had even heard of email marketing, much less tried it. MarketVolt licensed its groundbreaking software to businesses around the globe, and it operated as a full-service agency – helping businesses of all sizes attract prospects and land clients with online and offline marketing strategies and tactics.
After selling MarketVolt in 2019, Tom founded Story Power Marketing. Authors, coaches, and other experts hire Tom to transform their content from boring to brilliant – without writer’s block – so prospects tune in, turn on, and buy.
In 2021, Tom launched Implementum -- an all-in-one marketing, operations, and analytics platform that includes customized, done-for-you campaigns, strategy, and hands-on training. Implementum helps business leaders build automated marketing machines so they can grow and profit without tech headaches.
Connect with Tom Ruwitch:
Website: https://storypowermarketing.com
LinkedIn: https://linkedin.com/in/tomruwitch
Facebook: https://facebook.com/tomruwitch
YouTube: https://youtube.com/@tom-ruwitch
Book: https://storypowerbook.com
Connect with Leonard Raskin:
Website: https://www.raskinglobal.com/
LinkedIn: https://www.linkedin.com/in/leonardraskin/
Facebook: https://www.facebook.com/RaskinGlobal
Email: [email protected]
Show notes by Podcastologist: Francine Poblete
Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
View all episodes
By Leonard RaskinDiscover why most expert content falls flat and how a simple PLAN framework can turn everyday stories into client-magnet messages.
In this episode, Leonard and Tom Ruwitch discuss:
- Early days of email marketing and media industry lessons
- Why information-only content fails to attract clients
- The PLAN framework: Promise, Lesson, Anecdote, Next Step
- Stories as a repeatable system for content creation
- Implementum: combining strategy, technology, and team support to help business owners execute consistently
Key Takeaways:
- Information alone rarely moves prospects; pairing a meaningful promise with a clear lesson is what makes content matter.
- Story-driven content keeps people engaged for years, so that when the timing is right, they’re already primed to buy.
- A simple framework, Promise, Lesson, Anecdote, Next Step, turns content creation from a creative struggle into a repeatable assembly process.
- Great marketing isn’t just about better tools; without strong content and consistent implementation, even the fanciest tech underperforms.
- Business owners often become their own bottleneck, and freeing them from tech and execution work lets them focus on serving clients and closing sales.
“The difference between content that is blah and boring and prospect repelling and content that is captivating and entertaining and client attracting is that framework promise lesson anecdote next step.” - Tom Ruwitch
About Tom Ruwitch: Tom Ruwitch is a business advisor, storytelling standout, and content marketing pioneer who helps business leaders create, deliver, and track client-attracting content and cure tech headaches.
In 2001, Tom founded the email marketing software and services company MarketVolt. This was before most business people had even heard of email marketing, much less tried it. MarketVolt licensed its groundbreaking software to businesses around the globe, and it operated as a full-service agency – helping businesses of all sizes attract prospects and land clients with online and offline marketing strategies and tactics.
After selling MarketVolt in 2019, Tom founded Story Power Marketing. Authors, coaches, and other experts hire Tom to transform their content from boring to brilliant – without writer’s block – so prospects tune in, turn on, and buy.
In 2021, Tom launched Implementum -- an all-in-one marketing, operations, and analytics platform that includes customized, done-for-you campaigns, strategy, and hands-on training. Implementum helps business leaders build automated marketing machines so they can grow and profit without tech headaches.
Connect with Tom Ruwitch:
Website: https://storypowermarketing.com
LinkedIn: https://linkedin.com/in/tomruwitch
Facebook: https://facebook.com/tomruwitch
YouTube: https://youtube.com/@tom-ruwitch
Book: https://storypowerbook.com
Connect with Leonard Raskin:
Website: https://www.raskinglobal.com/
LinkedIn: https://www.linkedin.com/in/leonardraskin/
Facebook: https://www.facebook.com/RaskinGlobal
Email: [email protected]
Show notes by Podcastologist: Francine Poblete
Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.