Archives for May 2012


Raiders of the lost art of email marketing

I love email marketing.

Over the past 10 years, I have written hundreds of campaigns, and seen brand new startup companies grow to be million-dollar-a-year empires.  I have seen mom and pop operations grow to be international media sensations.  And I have seen 20-something year olds become very wealthy with the use of email marketing and a website sales campaign (see the bottom of this for Chris V’s story).

All with this simple little thing called email.

It’s reach goes FAR beyond Facebook.

Don’t get me wrong, I LOVE Facebook ads… but email reaches BILLIONS of people… Facebook doesn’t (yet).

Some of the best email campaigns I have written (based on sales numbers) were the most bizarre ones.

They told sad stories.

They told weird stories.

They compelled people to want what was being sold.

But there is a BIG problem with email marketing…

…most people don’t understand the power or simplicity behind it.

If you have been reading my articles for any length of time, you know I rarely if ever sell my copywriting services through my newsletter.

But I was thinking about a very unique program for email marketers (or soon-to-be-email-marketers).

One that has me help you write an email series that makes you money.

One that creates an evergreen campaign you can run again, and again, and again for years to come.

One that puts cash in your pocket quickly.

…and one that doesn’t cost you a fortune to get done.

You may or may not know, copywriters can be expensive… rightfully so.

A good email campaign can make you tens, even hundreds of thousands of dollars if the right offer and the right market are matched.

So a good email campaign writer SHOULD charge a bundle for this.


…You can always do it yourself if you don’t want to pay someone else with far more experience to do it for you.

I personally stopped tracking my hours of copywriting at 3,500 hrs – many years ago. No idea where I am at now (I used to mark an X on a spreadsheet every time I invested an hour in writing copy).

You can do the same.

OR, you can get in touch with me for a VERY unique program I am doing.

I only want 3 people to join me in this.

It won’t cost you much at all, but there are 2 conditions that need to be met:

1) You must have an existing email database (or physical addresses will work too).  It doesn’t have to be tens of thousands of names, but it does have to be a list of people who have come to you and expressed interest (or have already bought from you)

2) You must be able to invest at least $500 in this campaign right now.

Pretty simple and basic requests for doing business in this day and age.


Do you want help creating a winning email campaign?

Help that doesn’t cost you a fortune up front, and is tied to the results that you get?

Then reply back to this, or better yet, call me at 403.259.4566 and we can discuss what I am up to and how you and I can play together on this.

Sound fair?

Drop me a line and lets see what we can do.

Have a great day.


PS: If you have no interest in getting help with your email results, you need to at least listen to this interview with my mentor, and the $7 billion dollar man, Mr Ted Nicholas.  Ted is the king of print advertising, and his ability to weave effective words into a compelling marketing piece is legendary.  I interviewed Ted for a program some time ago, and wanted to make sure you got this (it has never, ever been shared before).

This MP3 should help you design and craft your own marketing pieces that sell.

– – – – – – – –

“…grew from $2300 per month to over $96,000 per month”

“Troy, I cannot thank you enough for the 2007 Wild West Millionaire Summit you put on. My membership business grew from $2300 per month to over $96,000 per month and still growing at a ridiculous rate… all from your marketing calendar, copy writing and you helping me tell my story with the world. I have gone from a College Student to a Millionaire in under 3 years with my Dream Home on the water being built as we speak… My wife and new born daughter thank you even more!.. lol. I think your event, your information, your personality is incredible!”

Chris Vermeulen

– – – – – – – –

“…1175 orders in about 48hrs!”

I must say that the Results that we have seen from Troy’s copywriting skills have been amazing. I did a test run to one of our lists and the numbers were quite impressive, although it was done during a holiday weekend. See for yourself!

We had over 1175 orders in about 48hrs. The most exciting part is that the orders kept coming and coming with no further effort from me.
Troy has assisted us in building our list and making consistent sales.

The investment in his services has been well worth it and we can see how the profits will continue to come in. I would Highly recommend Troy’s services. You want to take advantage of his talent and expertise now because I am sure his prices will go up soon.

Dr. Charlie Drake, President of BraveHeart Productions

– – – – – – – –

$15,000 in 10 days

“Troy is not only a master of direct marketing and copywriting, he also is a great teacher. He is able to distil and pass along the essence of important concepts in ways that make them practical and doable. And they get results. For example, under Troy’s guidance I sent three sequential emails in 10 days to a list of 450 I had created, and earned over $15,000. Troy is fabulous to work with and he gets results.”

Geoff Kelly
Melbourne, Australia

– – – – – – – –

“Troy White has the absolute gift to Turning Words Into Wealth!

If you are serious about increasing your bottom line profits – hire Troy today! He will over deliver and will get you the results you desire.

Don’t wait any longer – I know from experience (and through work he has done for me) that his rates will be rising quickly. Grab him now and profit tomorrow!”

Dr Joe Vitale,
Best Selling Author,

– – – – – – – –

“Troy understands how to get potential customers to take action that leads to sales. His understanding of creating great sales copy is outstanding and we have used him for creating compelling copy for us and recommend him to our clients.”

John Assaraf,
New York Times Bestselling Author, Star of The Secret


Is social proof important?

I saw a very interesting split test I wanted to share.

First – have a peek at and sign up for their updates.

Each week they share with you the test results of companies doing split tests.

They show the 2 versions that were split tested, you get to vote which one you think won, then they show you the real-life results.

What is truly interesting with these tests is that most of the time, the majority of ‘voters’ get it wrong (me too!).  So, no matter how marketing-smart you think you are… the real important thing is what worked (or didn’t) in the real world.

Real world results TRUMP any goorooze theory.

Case in point…

Today’s split test looked at 2 identical pages – the ONLY thing that changed was the one small area that showed buyers votes on the products.  From 1 to 5 they could vote on how satisfied they were.

You would THINK that more social proof like this would INCREASE response… but it didn’t.  Showing more social proof actually decreased response by a significant factor (a “guessing” mistake that would have cost the company hundreds of thousands of dollars.

I guessed it would increase response – I was wrong.

Here is the final analysis of the split test.

split testing your marketing

click for full size image



The lesson?

Don’t guess or pretend you know what will work best – you DON’T know until you test.  Only the real world prospects and buyers out there can tell you that.

To see both versions in detail – have a look at

Have a great day.


PS: The Lead Generation Superbundle offer is still open…

…you can see it here


You win… some lead generation tools and pictures

Yesterday I posted about lead generation and the window wrap I did.

I didn’t share the photo of the wrap, but had a lot of people ask to see it.

Here ya go…

lead generation idea

“…1175 orders in about 48hrs!”

I must say that the Results that we have seen from Troy’s copywriting skills have been amazing. I did a test run to one of our lists and the numbers were quite impressive, although it was done during a holiday weekend. See for yourself!

We had over 1175 orders in about 48hrs. The most exciting part is that the orders kept coming and coming with no further effort from me.

Troy has assisted us in building our list and making consistent sales.

The investment in his services has been well worth it and we can see how the profits will continue to come in. I would Highly recommend Troy’s services. You want to take advantage of his talent and expertise now because I am sure his prices will go up soon.

Dr. Charlie Drake, President of BraveHeart Productions

If you need help with lead generation though, here are some resources you should take a serious look at…

1) Story Selling Home study ($99)

2) Wild West Wealth Audio Library ($29)

3) Facebook Jumpstart Recordings ($39) (you get the recordings of the live training calls)

Each and every one of them is designed to help you attract new clients and become a more proficient and prolific marketer.

If you want all 3 of them at once, I will offer you a special deal for $129 (regular price if bought all separately would be $167)

Let me know your thoughts and questions.

Thanks, Troy



How to know your marketing works (and grabs eyeballs)

Funny story.

I just had the windows wrapped on my vehicle to generate traffic to my dog-related business.  I went big and bold, knowing that vehicle wraps get one chance to make an impression (much like most marketing, if not all).

I used a headline as my wrap, with a cartoon of my dog, and the website/phone number as the call to action.

Total investment was a couple hundred dollars.

This morning I was driving the kidlets to school and I saw a guy in my rear view mirror driving real close to me.

Normally, this would be a tailgater and a light tap of the brakes gets them to back off quickly.

…not this time though.

He was taking pictures of the rear window wrap on my vehicle with his smart phone!

Obviously, the wrap did a good job at generating attention… enough to warranty him wanting to remember what the message was (hopefully so he calls or goes to the website when he wasn’t driving :O)


While the wrap is too new to tell how well it will work at a consistent flow of leads, it certainly is working at generating attention (step #1 in the process).

What does this have to do with you?

Think about it…

…are your marketing efforts just being passed by or ignored by your prospective clients?

…or are they SNAGGING them by the eyeballs and yanking their attention where you need it (on your message)?

The wraps are doing their job so far (in just a couple days I have had the guy taking pictures, and LOTS of dog lovers stopping in their tracks to read and write down the information on the windows).

All I did with the wraps was use a powerful headline that leads them into the story I want them to understand.

Story based marketing + powerful headlines = lead generation success online AND offline.

You wanna get real good at this?

Then get the Story Selling Home Study Course which is now at 80% less than the live coaching calls were!

80% off for the same material.

Pretty fair deal me thinks.

I will share with you some pics of the window wraps if you invest in the course and want to see them (if you need leads, this is a great way to generate leads – BUT – you need to do it right.  The way most people do wraps its a complete waste of time and money.

Learn the right way.

Get the home study and I will show you some FANTASTIC and innovative ways to use story-based marketing to grab the attention of your ideal buyers.


PS: If I can do a simple little thing like this and see immediate response and attention… so can you. 

Grab the home study at 80% off and I will show you some fantastic marketing results I am getting with some highly unusual approaches.


In honor of anti-entrepreneurial-burnout day

Burnt out and fed up?

Dragging your butt?

Every single entrepreneur I know goes through it.  Every single person in a career goes through it.

That awful feeling of complete burn out.

Having been there and collected the t-shirt (more like a collection of them), I can feel your pain.

Actually, my burnout went beyond just that and led me into a multi-year bout of depression.  Never told you that before.  I spent far too long locked up in my office, avoiding people, being the recluse I am good at being…

…and it did me NO GOOD at all.

Interesting thing is, I have spoken to a LOT of entrepreneurs who let burn out lead to depression… and it is an awful thing to go through.

So, in honor of anti-burnout day (yup, just made that up)… here are a couple things I would recommend you do to fix it.

* Shake things up…in a BIG way.  Book a day without meetings and just call people you haven’t spoke to in a long time.  Long lost friends, clients, even leads you have that haven’t been followed up with properly.

* Go do something fun.  If you have children, go to a kids movie, or to the zoo, or to a carnival, or just out for a beautiful walk and picnic.  Being around the young ones is very refreshing and reinvigorating.

* Watch and play with some dogs.  Those fur balls are MASTERS at showing you how to live life to its fullest.  Their unbridled enthusiasm just for a little attention is contagious!  As you may know, I am doing some fun things in the pet business right now and absolutely love it!  If you watch to find out more about what I am doing – maybe even build yourself a business alongside me in the pet business, this video will give you an overview of what I am up to.

* Have some FUN with your marketing.  Create some new wild and wacky campaigns.  Go out to the grocery store and pick up some National Enquirers, maybe a Cosmo or two.  Look at the headlines, read the stories… and spice up your marketing some.  Your clients and prospects will love you for it.

* GET OUTSIDE.  Nothing beats the blues better than some sunshine and exercise. I am out twice a day for 30-45 minute per time walking the dog at the dog park.  I do my martial arts 3 to 4 times a week.  I eat good and look after myself.  If you don’t now, start.  You and I aren’t getting any younger, so make the most out of every single day you have.

When the burnout blues grab hold of you, it’s in your court to beat them back.

Massive change and activity will do it every time.

So get busy will ya :O)?

Have a great day.



I love free publicity

Just got this write-up from a workshop I did last week. The only reason I share, is that I think we should all be working a little harder to share the good stories.  The entrepreneurs in the workshop were passionate about their businesses and need more positive ideas to help them grow.


Business owners learn how to write their story as a form of marketing in free workshop last week

By Erin Steele, Record-Gazette

Posted 1 day ago

About 20 Peace Country small business owners received instructions last week on how to draw-in customers through storytelling.

The workshop, ‘Writing for Online Business’ was free for merchants as part of the merchant training offered by the site, and was co-ordinated by the Horizon Learning Centre.

Troy White, a small business owner and copywriter from Calgary was the instructor for the day.

“I love using stories in marketing. It is too much sales, not enough stories,” he told the Record-Gazette outside the Northern Lakes College classroom during a break in the early hours of the workshop.

“Every entrepreneur sits on stories, they just don’t know it.”

Even if it begins as just an idea, White’s job that day was to help those in attendance transform that into something their clients would want to tell their friends and family. An example of this is White’s twin 11-year-old girls who, over the years, he has used to compare to the growth of his business.

“They have to learn to crawl before they walk; Have fun in business have fun in life,” he cited as two examples of the parallel.

If the merchants at the workshop leave with a new or renewed ability to share their stories through marketing, White will be satisfied.

“I hope they come out of here feeling more confident sharing stories,” he said.

Peace Riverite Melissa Earle knows she has stories to tell inside of her – it is the drawing them out that thus far has proven difficult.

“That’s what I’m learning – how to say it,” she said.

“Fear keeps us from saying anything. There’s so much to say. If I don’t say it, you’re not going to hear what is inside.”

Brad Rabiey, co-ordinator explained to the Record-Gazette that the workshop is part of the e-commerce directive to help its’ entrepreneurs grow their businesses.

“It’s turning your words into wealth,” he said.

Ultimately it can buff-up the client base which would help both the merchant and

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