Poop by post: the ultimate gift package for nasty dog owners


If you’re a dog lover like me, you will appreciate the brilliance behind this direct marketing “campaign”.


Imagine you’re out walking the old furball and being a good owner, picking up the poop along the way, as you should.

And then you see them…

…the jerk off dog owner who thinks they are above everyone else and shouldn’t have to pick up after their own dog’s poops.

Infuriating isn’t it?

In Madrid… they have a BRILLIANT solution.

The council had previously worked with advertising agency McCann on a scheme that sent a motorized plastic dog poo around the municipal region with a message to encourage the cleaning up of pet waste. Noting that the campaign only saw temporary success, the local authority once again hired the agency for its new initiative. 20 agents were hired to follow citizens around the region to catch those who were letting their dogs foul in public places without clearing it up. The agents boxed the poo then approached the culprits and started a friendly conversation to determine the dog’s name and breed. This information was later cross-referenced with the town’s registered pet database to find out the name and address of the owner. The poo was then delievered to them as property from the ‘Lost & Found Department’, along with a notice informing them that next time there would be a fine.


Have a look at this video and you tell me if it’s a grande idea or not:


What does this have to do with marketing?


Consider the power of the database (the cross referencing they do to find the name and address of the dog owners).

Consider the IMPACT that box has when first received (who doesn’t LOVE receiving an unexpected ‘gift’ in the mail?)

Consider the unforgettable impression their poop-package will leave with them!

This is a brilliant twist on direct mail that addresses a problem and leverages the power of direct mail and database maintenance.


Think about a problem your prospects face.

Think about their hobbies… their likes and interests.

Think about those who might have a database of those likes and interests.

Then start plotting world domination with direct marketing campaigns like this!


Hope you see the power in this as I do!

Direct marketing in business to business (B2B) or business to consumer (B2C) is a proven and highly effective way to get attention and make the sale.

Isn’t it time you get serious about measurable response in YOUR marketing?



“If your life sucks, it’s because you suck” – 2 interesting stories today

Here’s a fact you need to know for 2013…

If you are only marketing online right now, you are completely IGNORING 60% of your prospects and clients!

How’s that for a wakeup call?

Epsilon just conducted a study of Americans and Canadians (2012 Channel Preference Study) to measure what buyers want from their suppliers… email or direct mail.

More than 60% of people surveyed actually want to see mail in their physical mailbox, not their email inbox!

75% of people surveyed say they PREFER direct mail over email because they can read the information at their convenience.

Not only that…

…73% of Americans and 62% of Canadians said they receive a lot of emails that they simply DO NOT OPEN.

You know it and I know it… the email inbox is cluttered and difficult to weed through.

But every year, fewer and fewer businesses are using direct mail.

So, if you are looking for an untapped marketing opportunity right NOW… add direct mail into your marketing mix!

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“If your life sucks, it’s because you suck”
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We all need a good scolding every once in a while… right?


Chief Clarence Louie

Chief Clarence Louie is the leader of the Osoyoos Indian Band.

From a young age, he has brought fresh ideas to the table to help his reserve clean up their act, and nurture their entrepreneurial spirit.

He is a no B.S. leader and is commonly hear reprimanding the whiners out there that like to blame everything about their life on someone else.

One of his common statements?

“If your life sucks, it’s because you suck”

Truth hurts!

It also works…

Since Louie founded the Osoyoos Indian Band Development Corp. in the early 1980s, the reserve has launched more than half a dozen major projects, including a luxury resort, golf course and a construction company.

In late 2012, they landed a $200-million federal prison contract, bringing another 240 full-time jobs to the reserve’s new industrial park near Oliver, B.C.

Under Louie’s leadership, which started in 1985, Osoyoos Indian Band has gone from rags to riches, from Indian Affairs bankruptcy management to economic self-sufficiency.

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The lesson for today?
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We have a brand new year in front of us and the same-old-same-old is NOT the way to start your year.

Think about the untapped opportunities you have in front of you, like direct mail.

Add it into your marketing mix and you will see a boost in sales.

Not only that, add in new initiatives for the year like the Chief has, and through diversification, you can add more income streams and completely change how 2013 plays out vs how 2012 played out.

I love, love, love new and innovative marketing ideas.

It’s the reason I am heading to Austin Texas on Thursday for the Empower conference (https://www.marketingbeachbum.com)… it was a different initiative I added in 2012 and I absolutely LOVE the marketing training and cash flow it added to my life!

Think like the Chief and get aggressive in your plans for the year.

Have a great one.


PS: The 2013 Cash Flow Calendar is PACKED with innovative marketing ideas that work in both print and digital.

Pick up a copy of it (less than $0.30 a day!) and use it.

If you don’t make at least $5,000 extra by using it throughout 2013, I will return your investment.

Fair? Get yours here https://www.cashflowcalendars.com/2013cfc

Cash Flow Calendar and Marketing Plan for 2013

The 2013 Cash Flow Calendar and Annual Marketing Plan


My disastrous first attempt at information marketing

15 or so years ago I saw an ad in a newspaper.  Some guy in the city I was in was an expert in importing goods and was selling information on how to get into the business.

For a large fee, I signed up for his personal coaching and got resale rights on his manuals (if I recall – I had to buy them from him and could then sell direct).

The manual was mediocre – with some photocopied pages, some instructions on where to go to find exporters in the library – and how to make money selling the same manual.

His recommendation?


So I started placing ads in newspapers around the city I was in.

I quickly found that the smaller towns were MUCH great response than the larger.

More calls.

More orders.

I was on cloud nine.

I would take the call – take down their address – explain how COD (Charge on Delivery) went – and would mail them the book.

They would need to be home to pay for it once it arrived.

I got a whole bunch of ‘orders’!

Dozens of them to start – and the manual was ~ $79 or so.

Looking good, I thought.

Until I got back a TON of COD packages that were denied at the door by the so-called ‘customers’.

shameful attempt at information marketing


I quickly realized this COD thing was a bunch of bunk and I was pissing my money away having to pay for these packages to be mailed – but returned.

Fast forward 15 years.

I have been selling information products online for over a decade now.  No COD.  No 65% return rates.  No nonsense.

I have sold information products for weddings, pets, marketing, sales, lead generation, health, and a few other industries.

…and I love it.

Information marketing is an exceptional way to enhance your present business, or start a new one.

The market keeps getting bigger year after year with the internet.

People are reading more. Watching more videos.

Buyers are out there in droves when you know how to find them.

The point is two-fold:

* when you attempt something in marketing and fail – DON’T GIVE UP.  It doesn’t mean that marketing doesn’t work… it means THAT WAY of marketing didn’t work for YOU. It may have worked for others seamlessly… but not so for you. So pick yourself up and try a DIFFERENT way – or a different product.

* information marketing is an exceptional way to add cash flow into your life.  I do it through my https://www.marketingbeachbum.com business and love it! To a full time income and more in 90 days.  I have tested all kinds of on and offline marketing over the years. Some things worked for selling information – some were ‘learning experiences’.  The demand for information will ALWAYS be there and will constantly grow.

Find ways to build your knowledge of marketing online AND offline… and try different types of information products that enhance your present business or help you start a new business.

If you need a new income stream for 2013 –  get in touch with me at 403-259-4566 or sign up for the updates on https://www.marketingbeachbum.com


…NEVER give up.

There is always a way.

Only persistence and focus will help you uncover the path.

Have a great day.



The Spooky Truth about an audio I hid from you (till now that it’s free)

For 128 months now I have been cranking away in this crazy world of marketing, copywriting and advertising.troy white

To add to that… I am getting older and tend to forget about a thing or three.

I got the scare of my life when I was digging around looking for a file and found this most incredible audio interview I did with the amazing Joe Sugarman.

Have you seen the movie The Hangover?

The glasses the guys wear in that movie are BluBlockers… on of Joe’s success stories.

He has many… but BluBlocker Sunglasses have been a HUGE success story and tens of millions of pairs of BluBlockers were sold with Joe driving the marketing.

Joe has an incredible book called Advertising Secrets of the Written Word – get it.

But you also need to listen to this audio interview I did with Joe.  It remained buried away… now having risen from the dead and ready for your listening pleasure…


Download it – put it on your iPod or MP3 player – listen to it religiously.

It’s that good!

Joe tells the story of how he got his start in the marketing and copywriting world…

…and how you can leverage his amazing ability to weave stories into his ads.

Grab it while you can!

Happy Halloween.



The ‘Mother’ of all quickie marketing campaigns

Winter is upon us here in Calgary so I wanted to give you a couple quick marketing ideas you can steal from me.

Both of them have worked wonders for me in my marketing and promotions.

Both of them are very simple to implement.

One is really copy/paste simple.

The other may take an ounce of initiative on your part.

First, the one that takes effort.

A couple years ago we had a nasty snow storm in Calgary in April. Late April.

Rather than whine about it, I leveraged it and made some money.

First, I got my video camera out and my x-shot stick (extendable stick you can use to mount your video camera – makes it look like someone is following you with a camera – you will see on this video).

Next, I bundled up and took the dog for a walk.

Here’s where I figured out what to say on video (doing my best to keep it short, with a story and a lesson – last, a call to action).

Shot video.

Created bundle when I got home.

Emailed it to my list.


Here’s the video…

Very, very simple. Worked like gangbusters.

Next time you need something to use in your marketing, use Mother Nature!

Here’s one other way to do this.


Think of all the fun you can have with this.

Copy/paste/modify as you need..

Dear Mother Nature,

Somewhere where it’s hot blvd

From: Your name


We surrender – ENOUGH already.

Please be advised that we no longer appreciate your sense of humor with our weather.

Your funniest one yet – giving us 2 feet of snow on a recent Monday morning.

Real funny.

I loved driving to work that day, sitting in traffic for 3 hours, shoveling enough snow to make an igloo, and hurting my back in the process.

Due to your recent attitude towards us, we will be making your special prize available to another more deserving Mother (or Father).

We know there are a lot of VERY deserving mothers and father out there, ones that really do appreciate us and enjoy seeing us happy (not buried in snow).

Also, we have canceled you order you recently placed with us for a ______, and would like to advise you that until you change your current weather attitude towards us, we will be unable to accommodate you any further.

It is regrettable that such a letter was necessary, but again, we repeat – NOT FUNNY, AT ALL.

Best regards, (I hope you have a blizzard at your house today)




Next page of the Winter Festival Letter

Headline: Mother Nature’s Loss is Your Gain…

Mother nature has been unnecessarily cruel to us this winter – and I want you to benefit from her nasty attitude.

As you saw on the previous letter, we are not impressed with her… but we are impressed with you.

In fact, as one of our best customers, we want to offer you a special Meltdown to Spring Program. During the month of February (or March) we are offering you a free membership into our Gold Star Program, exclusively for our best customers. When you become a member of our Gold Star Program, you get the following benefits:

1) Regular special offers and discounts – minimum of 10% off future purchases

2) Our monthly Gold Star Newsletter mailed directly to your home or office

3) Private members only parties – 3 times a year we will host a special party just for you. Come and meet new friends, get free food and drinks, be entertained by our fabulous ________ (band, magician, hypnotist, etc). And, for Gold Members only, there is a private viewing room that showcases our brand new products – you get them at special prices that are not available to anyone else

4) Hanging out with celebrities! Each party will bring in celebrities for you to mingle with, have your photo taken with, or even get their signatures. (some of the celebrities we have booked for the next 3 meetings are ________)

5) Birthday clubs. On your birthday, not only will we buy you lunch at our favorite restaurant, _______, we will also offer you a special deal only available to you on your birthday.

All you need to do to become part of the Gold Star Program is to ___________. Try it out for the first year for free, and let us know your thoughts.

Mother nature does NOT get this program – nor will she be allowed to until she changes her current attitude towards us.

I hope this helps you warm up a little on a frosty day.

Here’s to spring!!!


How’s that for simple dimple?

So the question now remains – will you do anything with it?

It made me and my clients a bundle.

Could for you too.

But it won’t if you let it rot away in an email box or on a blog post.


Then thank me later with lavish gifts and exotic beach trips.


Have a great, hopefully sunny and hot day.


PS: If you truly want to use copy and paste marketing systems that kick booty… get yours on over to The Empower Network and join me.

Invest the $25 and I will personally give you some products worth FAR more than 10 X that… plus get on the phone with you twice a week on the Team Beach Bums calls we do Mondays and Fridays.

We will show you how to find, and leverage website traffic to build your email lists, then use those lists to promote any and every business you want.

Plus, if you want a side income, Empower has exceptional training products you can sell, and you get to keep 100% of the commissions.

Not a bad deal at all! IS the ability to get as much traffic to a website as you want, something you see the value in? Then invest the $25! Get in and join us on a fun and very profitable beach adventure.

If you want more information first – watch this video


A one sentence story example that hits your emotions

I love Saddleback Leather!



They have great products… and the owner, Dave Munson, is a great entrepreneur and wonderful story teller.

He beautifully tells the tale of how Saddleback Leather came about, and you will probably be brought to tears when you read the story of his dog Blue.

Wonderful pictures sent in by Saddleback Leather clients fill in all the other story gaps you could ever need.

Pictures from every corner of the world adorn the Saddleback web and Facebook pages.

You name it… they have it on their website.

And it works.

What do YOU think makes them different enough to kick ass in the VERY competitive world of high quality leather products?

Is it the 100 year warranty that wins them over?

Or the fact that he lists AND links to his closest competitors websites?

Or the vast quantity of photographs his clients have sent in with pictures of them and their Saddleback products from every nook and cranny in the world?

Or maybe it’s the fact he does his video blogs from a hammock without a care in the world about bells and whistles on the videos?saddleback-leather-safari

Or the fact that his “hot wife” (as he fondly calls her) launched her own leather company… and Love 41 is donating 100% of their profits to orphans, widows and street kids in Africa.

No… it’s not one or the other to me.

It’s the fact he does them ALL… in such a subtle and beautiful way.

One other thing he does that I truly love, is to weave in little one sentence stories that grab you by your emotions and don’t let you go without permanent marks.

Like this snippet from his Dave’s Links page…


One sentence... it completely changes the feel of this paragraph about their favorite charity.

Spend some time poking around the Saddleback Leather site.

One of these days, I MUST dig up my notes from the interview I did with Dave.  He is da man!


How can you NOT be intrigued by an entrepreneur like this?!

In the different coaching I do and have done about stories… the one sentence story inventory sheet can be considered your greatest asset. 

Dave shows here how that one simple little sentence can permanently etch a call to action into your brain.

Watch for them, use them, and make sure you start listing all of them down NOW while you think of it.

Have a great day and Thanksgiving long weekend for my fellow Canucks (or Canoooks as my American friends would say 🙂


Saddleback Leather Moleskine Cover

My personal writing journal covered by Saddleback Leather


Blue... Dave's buddy and business partner who passed on... have a kleenex ready when you read Blue's story!