4 Rules Of Lead Generation and Follow Up Letters (and one BIG, yet common, mistake)


We all need a steady stream of them.

Some people rely on word of mouth.

Others on Facebook.

Others use direct mail.

There are hundreds of different ways to generate leads, but having
a system to capture leads, and assist the conversion process makes
your life much easier, and more profitable.

One of the best things you can do is to find ways to drive either
online or offline *traffic* to a website where their contact details
can be captured.

Usually in exchange for a gift (report, book, audio, cd, dvd, etc).


You need to do something with the information to show them who you
are, what makes you different, and why they should do business with
you vs. all the other alternatives out there.

Here are some simple rules for following up with brand new leads.

Rule #1

Must Have A Good Headline – and possibly a different font
as the rest of the ad

All Bold if in print – NOT ALL CAPS – which is difficult to read
(but you can test all caps in an email subject if just using a
couple words – some tests have gotten good response with this)

Your ad must visually stand out from other ads (look at the ads in
the section you’ll be advertising in and make yours look and sound

Either an attention getting headline – or a benefit based headline
(WARNING! STOP! If you are about to…  or the Fastest and Easiest
Way To Lose Weight- For FREE…or… How To Win Friends and Win
Friends and Influence People)

Rule #2

You must address the readers – not yourself.

Use “normal people talk” not “advertising” talk – make it sound like
a conversation you would say to a prospect the first time you try to
get their attention

Again, you must contrast with others in the section – talk like one
of them

Write your ad as if you are talking to one person only.  Most ads
are written as if they are talking to a group (use words like you
and yours – actually count the use of you and your versus I and we – there should be less than 5% of the use of I
, me or we)

When people are looking at ads – they are typically interested in
buying – so always remember you’re talking with people
who already have a burning desire for your offer

Rule #3

Make Your Display Advertisement As Long As It Needs To Be

There is a false belief that you must keep your ad as short as
possible (again – false advice from people who have never been
accountable for the results they get from their advertising.  The
more you tell the more you sell has always been true – and it always
will be. I have seen very few examples of short copy outselling long
– would love to hear if you have found otherwise.)

Always be addressing the benefits of what you provide to them – not
the features. List out everything about you, your business, your
product or service – then ask “so what?” – do you answer that? Do
you tell them what it means to them?

What is in it for them to read your ad and to call or come by your

Rule #4

Find a way to leave them with an emotion after reading your ad

Create a picture in their mind of their new lifestyle – using your
product or service – enjoying the benefits – thinking how glad they
are that they used your service or bought your product

BY FAR – the biggest mistake made – you MUST have call to action
(most people miss this one. ask for them to take action – request
your report – get their free coupon – book a free consultation –
make it a limited time offer – or limited quantity – or a single day
of the week)

This doesn’t even scratch the surface…

…but I’ll bet you could chose JUST these 4 rules and come up with
some great ideas to improve your lead generation response!

= = = = = = = = = = = = = = = = = =

There is a snappy report and course I wrote on creating display ads
that work – it’s just $20 and you can get it at

Considering each new client you get is probably worth hundreds, if
not thousands to you in your business dealings with them… $20 is
a steal if it means 5 or 10 new leads a month!

= = = = = = = = = = = = = = = = = =

Have a great day.



Updates on my Blackbelt Test and 4 profitable email ideas you can run…

After all that training… I was reduced to an apologetic infantile.

It happens.

Saturday, December 15th, was my Second Degree Black Belt test.

Troy White - Black Belt Tae Kwon Do

I was there with 12 others, who were testing for First Degree, and two testing for Third Degree.  5 hours we were there.

I passed.

But my-oh-my.

Totally screwed up one of my patterns at first.

This, is after doing that pattern a thousand fricking times before! Asked for a restart and nailed it then.

But… what the hell?

Broke the two bricks with my right hand easily (not nearly as bad as I was expecting). Successfully broke the board with my back spinning hook kick (my least favourite kick). Ended up on my ass as a result, but broke it.

One girl testing got herself totally worked up over the break.  She was under 16, so instead of bricks she broke 2 boards.  Tried to.  Couldn’t do the two – tried a couple times.  They took it down to one board, by this time she was starting to really hurt, and was getting quite scared.

She did it though.

Grandmaster Yu owns and runs the Dojang I train at.  He is a 9th Degree Black Belt, and a very well respected Grand Master in the Tae Kwon Do community (he was a referee in the 2000 Olympics for Tae Kwon Do).  His son, Master James Yu (5th degree), is my main trainer.

Why do I tell you this?

Because most people I know and talk to want more from life.

They want success in their relationships, in their health, and in their finances.

But few achieve what they want.

People wonder why success is so fleeting to them?

Because they quit and run away at the first little hiccup in the road.

I have seen sooooo many quitters come and go through my Tae Kwon Do school in the last 6.5 years. And most of the time I am training on my own in the day, or with a small group, so I don’t see a tiny fraction of the quitters that ‘attempt’ to be committed in the night classes.

Far too many quitters.

I am a persistent prick in so many ways.

Sometimes I walk away.

Depends what I am walking away from, and if that thing is helping or hurting me in my quest for success.

But I have learned to stick to your guns and do what YOU love to do.

Not what others tell you to ‘learn to love’.

Martial arts is one of those things I will love as long as my body allows me to keep doing them 🙂

Right now, I’m a weee bit over-trained with lots of sore and pulled muscles… a break is much needed over the Christmas Holidays.

It won’t stop me from going to class today, Monday the 17th, 2 days after my Second Degree test.

Time to start training for third!

They are closed from the 23rd till the 4th, I can rest then.

One other thing I noticed about the testing process and how it relates to success.

The follow through is IT.

Those who couldn’t break the boards (under 16 years of age) or the bricks (over 16)…

…didn’t follow through.

They saw hitting the top of the board as their goal.


The real goal is seeing your hand follow through the top of the board or brick, clean through to the other side.

For my first degree Black Belt, ONE brick seemed hard, but I did it.

For my second degree Black Belt, after 2 more years of training, breaking TWO bricks seemed MUCH EASIER than that one brick did.

I learned how to focus on the follow through.

And in marketing – ALL your big successes come from following through on leads.

Not one time.

Not three times.

A thousand times, if thats what it takes!

I have people who have been reading my newsletters for over 6 years who have never bought before… who just bought the 2013 Cash Flow Calendar.

6 years of consistent follow through and emails from me.

Finally… they see the value in what I am offering and they buy.

If you want the ULTIMATE FOLLOW THROUGH package –  the 2013 Cash Flow Calendar has everything you need to make 2013 a VERY profitable year for you.

Cash Flow Calendar and Marketing Plan for 2013

The 2013 Cash Flow Calendar and Annual Marketing Plan

The special ends December 24th – grab it now!

Then follow through with promotions right away.

Ex. Today is National Underdog Day & National Maple Syrup Day
Tomorrow is Mohamed Ali’s B-day & National Wear a Plunger on Your Head Day

There’s 4 great ideas to turn some fun blog posts, Facebook updates or email newsletters into profit.

All the details for the calendar are at

You can also get it for free – details in this video –

Have a great Maple Syrup Day!



Online Marketing Success and Black Belt Sales Mastery

My upcoming Second Degree Black Belt test and marketing in business have some very similar lessons to share.

Pay attention to this and you may discover some simple rules to help make 2013 your best year yet!

Why would I invest 324 hours, well over $3700, many pulled muscles into one more itty bitty gold stripe like this?


For over 6 years now I have been training hard in Tae Kwon Do… and prior to that spend another 7 years in other martial arts.

On December 15th, 2012 I will be testing for my second degree black belt in Tae Kwon Do.

Assuming all goes good – that one stripe will become two stripes.

And the lessons in this belt apply directly to business and marketing.

One of my biggest lessons?

Drop outs everywhere! It is amazing to me to see how quickly and easily people give up.

The second big lesson? It’s all about the basics. If you can’t do the basics proficiently… the rest are useless.  That means thousands of round house kicks. Back Kicks.  Punches and patterns.  In business that means your ability to generate traffic to a website, or a lead from website traffic, or a conversion system in place to convert that lead to a paying client.

Once you have spent time on the basics and can do them consistently… then you need self motivation to continue doing the basics while you learn some more advanced techniques.

LOTS of bloody noses, scrapes, pulled muscles and broken bones.  I studied Muay Thai for 5 years and loved it.  But it beat the crap out of me!

Its all about the RUSH. Anyone who enjoys adrenaline sports knows the rush I am talking about.  It is awesome and once you understand its power to focus you – you ‘chase the dragon’ time and time again.

What in the heck does that mean to you right now in your life or business?

First – I need your prayers!  I have to break 2 bricks at once with this hand on the 15th – and do my least favorite back spinning kick to break a board held high.  Pray I don’t break my hand and pull some much need muscles! Please?


It means I have a plan for you. 

One I have been working on for almost 11 years.  One that has made me a great amount of money inside of the Empower Network.  And one that can make you a great income in 2013 too.

Like exercise, most people wait until there is a serious problem before they do something about their health. January one they join the gyms – and quit 2 weeks later.

Right back to where they were before.

The same goes for money.  Do you have all you want or need? Me neither.  But I took a proven product and plan, and have built an incredible team of fellow beach bums who LOVE making money and want to make more of it.

Don’t wait till January 1 to start.  Lets get you going NOW.  Start with $25. Then you have 3 weeks in December to get warmed up and ready to start rolling.


As always, please let your thoughts and comments below!


Troy White - Black Belt Tae Kwon Do


My camera froze and a finger fell off filming this new video (hope you’re happy)

It’s bloody cold out this morning… but I shot you a new video anyhow.

The stupid camera phone kept freezing up on me and I’m pretty sure
my right thumb was left somewhere at the dog park where I filmed it,
but I am happy with the video anyhow.

Either click here to see direct…
(or click the picture below – typing with 9 fingers now so doesn’t matter to me)

After you watch that… join me.

I will personally walk you through the 90 day plan to put $15k in your pocket.

Considering that we are now into December…

…that will make for a VERY nice beach trip in February for you!

Would $15k extra help a wee bit?

Then get signed up and let’s get you on the 90 day plan.



The dark side of Troy…and the quirky secret of marketing successfully

I love some of the writing and character development being done in shows like: True Blood, Walking Dead, Weeds, Breaking Bad, Sons of Anarchy… and so on.

Learning how to develop characters in your marketing is KEY.

Someone reminded me for the fiftieth time to watch Dexter, as his character is deep, dark and so, so seedy.

I am new to the series (love his dark side so far)… will report back more on it and I dig deeper in.

But something about all of these types of shows strikes a chord for me…

…and it should for you too if you care about marketing, sales, or cash.


We all have them.

Those quirks that make you, you.

And me, me.

Like the addictive personality disorder I have.  Got me in lots of trouble over the years…starting in my early teens.  The addiction changes over the years.  Some are good, some are bad.

Or the love I have for animals. Always wanted to be a vet.  Used to devour an old fiction series as a kid about the life of a farm vet (can’t recall the name).  Healed many cats and dogs of my own from all kind of maladies. Raised many a scrapper cat over the years that always had wounds that needed healing. I always obliged.

Or the fact I was a headbanger as a teen. Loved Motörhead, Iron Maiden, Judas Priest. Saw tons of concerts over the years.  Even got to see Stevie Rae Vaughan in Calgary before he sadly died in a helicopter crash in 1990 (not heavy metal but a legend). Wore a jean jacket with the old bleached back with Van Halen drawn on bit. Long hair. Had gawd-awful perms for a while with them long hair. Not a pretty site.

And you?

Must be a thing or three that define you.

Those quirks you had and still have that make you, you.

Know what?

Those quirks make for some pretty awesome stories in marketing.

People love others with quirks.

Everyone has them, they just keep them quiet.

But if you want to stand out from the crowd in a very cluttered competitive marketplace… make your personality shine and share those quirks.

The good.

The bad.

The ugly.

And the oh so embarrassing.

Feel free to leave some of yours on my blog

Have a great and quirky weekend.


PS: You can take your story telling and story selling even deeper with my home study course



Calgary home business idea for beach bums and ski bums alike

Being born and raised in Calgary, Alberta…. I don’t have a lot of beaches or water nearby.

But that doesn’t stop me from running a business and being a beach bum.

If you want to make more money as a side income, or want to start a full time business, the Empower Network is an exceptional choice you need to consider.

Here’s why…

In the past 10 years I have been self employed, I have helped thousands of entrepreneurs and small business owners with their marketing and cash flow.

I have discoverd some simple formulas for making money online and through email marketing…

…and the Empower Network blog and marketing system is the PERFECT way to start.

Empower Network is the ultimate training system for anyone who wants to start making money from home.

It also gives you the basics through advanced systems any website owner can use to increase web traffic, leads, and conversions.

The system just works.

It got me into the top 125 affiliates out of tens of thousands… in my first month.

…and it got me into the #7 spot out of tens of thousands for new sales in my second month.

Empower Network Leaderboard and Affiliate Contest Troy White

Empower Network Leaderboard and Affiliate Contest Troy White

If you ever wanted to start a business from home, and don’t know where to start, join me inside the Empower Network and I will make sure you get the training and support you need to work from home.

We have a private site for those who work with me inside of Empower Network, complete with blogging tips, cash flow tools, solo advertising spots and further training videos.

Where else can you start a business from home for just $25?

Plus get excellent training and resources to help you understand the simple ways to make money with the internet.

Watch the video above and then just get started with your $25 investment into Empower Network.

See you on the beaches of the world.

Troy White