Family Dynamics

Growing up can be challenging, especially with accomplished siblings. It may sound like I'm bitter, but remember, the apple doesn’t fall far from the tree. To those outside my family, I was often seen through the lens of my older brother’s success as a stellar athlete. Everyone would ask, “Will you surpass your brother?”

Athletic families abound in history, such as the Mannings. Their father, Archie Manning, played professional football for 13 years without a Super Bowl appearance, while both of his sons, Eli and Peyton, became champions and MVPs. Tom Brady, often hailed as the greatest quarterback, was famously the 199th pick in his draft year. He epitomizes the quest for self-discovery, charting his own course without yielding to external doubts.

Life-Altering Moments

My own transformation began in my 50s when I was invited to speak to educators in Montana. After my talk, I had lunch with a marketing professor from Montana State University, where I shared my idea about creating a newsletter focused on affordable marketing for small businesses. He dismissed the notion with three life-altering words: “Write a BOOK!”

A wave of anxiety washed over me. How could he know I had the ability to write coherently? Deep down, I always sensed a calling, but clarity eluded me.

Doubt and Realization

Who would want to read a book authored by me? This question served as a significant hurdle. I was making every conceivable excuse to avoid being my true self. At that time, the internet was still in its infancy, and newsletters seemed the best route. I glanced at the myriad business books on my shelves and realized I hadn’t bought them for the authors, but for the wisdom within.

Consider the Bible; no one praises the writing prowess of Matthew, Mark, Luke, or John. Yet, their messages resonate globally. This realization felt empowering; I had a message that needed to be heard.

Finding the Niche

Observing a map of the U.S. in my office, I recognized countless small towns resembling my own, devoid of marketing resources. How did they promote their businesses? In a pre-internet era, I visited my local library to search for books on small-town marketing, but the librarian’s blank stare told me there was a void.

The Davy Crockett Principle

Upon returning to my office, I skimmed through my business books. One, “Guerilla Marketing,” stood out. Its author advised Fortune 500 companies, yet I figured that small-town entrepreneurs likely adapted its concepts. My conclusion was that little profit was to be found in aiding the small business owner on Main Street, a sentiment that would be reinforced later.

I adopted the Davy Crockett principle: “First be sure you’re right; then go ahead.” While wealth might not be in my future, I felt there was a genuine need, so I proceeded.

The Internet Revolution

In 1998, I self-published “How to Market, Advertise, and Promote Your Business Or Service in a Small Town.” I launched a website and began writing articles for small businesses. To my astonishment, visitors from around the globe began to appear on my site.

Initially, I had to sell the book as an e-book due to budget constraints. I collaborated with a local printer to produce physical copies, binding them at my kitchen table.

A Breakthrough with Costco

I reached out to Costco Connection Magazine to propose writing articles. They weren’t interested in that, but they did ask for a copy of my book. Long story short, they featured my book in both the U.S. and Canadian editions, even in French. Sales soared, validating my belief in a market need. However, the next month, that issue ended up in the trash, and my sales plummeted.

Promotion became an ongoing necessity.

The Publisher's Call

One day, I had a revelation and added “I’m looking for a publisher” to my website. In June 2009, I received an email from Wiley Publishing, the house of Edgar Allan Poe. Skeptical at first, I made the call. It turned out to be a legitimate opportunity.

They were interested in my small-town business book. Since it had been ten years since my original release, I requested to revise it. They agreed but asked for 60,000 words by December. Challenge accepted! I opened my original manuscript, finding only 30,000 words. I had to essentially write a new book.

The Publisher's Dilemma

However, my publisher insisted on altering the title, believing that “in a Small Town” would limit its appeal in larger markets like Dallas or New York. I had to decide: would I sacrifice my vision for broader distribution? Ultimately, I chose to prioritize the message over the title, and we settled on “How to Market, Advertise, and Promote Your Business or Service in Your Own Backyard.”

Final Thoughts

Having a book opens doors for speaking engagements, and my second book, “The Small-Town Advertising Handbook,” was self-published. However, speaking opportunities dwindled during the pandemic, and I transitioned to creating content for Medium and producing weekly YouTube videos.

Am I wealthy? No. But am I content to have navigated this journey to discover my true self? Absolutely.

Mark Twain once said, “There are two important days in your life: the day you are born and the day you find out why.” Discovering your true self brings immense relief and joy. Don’t delay in uncovering who you really are.

Check out Tom Egelhoff’s best-selling book, “How to Market, Advertise and Promote Your Business or Service in Your Own Backyard.” He also runs a YouTube channel called “The Art of Learning Small Town Business” and conducts seminars and workshops. For inquiries or free business advice, reach out at 406–580–1104.

Listen to Tom’s radio show “Open For Business” every Saturday from 8 am to 11 am Mountain Time on AM 1450 KMMS Radio, Bozeman — visit kmmsam.com and click “Listen Now.”

Description: Watch the official music video for "You Didn't" by Brett Young, exploring themes of love and loss.

Description: Enjoy the audio of "Aren't You" by The Aces, a heartfelt song about yearning and self-reflection.