Why marketing is like punching (and getting punched) in the face – for fun

You may have seen in the past that I have an unusual hobby and pastime…

Troy White - kickboxing

When the match is going well…I smile

…punching and kicking, getting kicked and punched…

…and giving back more than I take :)

For 14 years of my life, I’ve been in one form of martial arts or another.

Second Degree Blackbelt in Tae Kwon do…

…and a true love for Muay Thai and Kickboxing.

At 46 years of age – I love nothing better than getting in the ring with a 20-something year old for a competitive sparring match.

They see the grey hair… and think “what in the hell is grandpa doing here?”…

…while I think “young punk – watch this!”.

I’ve had 21 tournament fights in the past year and a half and LOVE IT.

Won more than I lost… but no perfect record, by any means.

My biggest contender was 6’8” 290 pounds – and 20 years younger than me. He hit like a freight train, but man-oh-man did I learn a lot from that fight.

Much like marketing…

You take some, you give some, you win some, you lose some.

BUT, do you ever wonder why so many entrepreneurs and marketers love martial arts and more extreme sports or workouts?


The burst of adrenaline I get in a fight is JUST LIKE the adrenaline I get when a marketing campaign succeeds and the orders start streaming in.

Each order coming across an email is JUST like getting that perfect punch or kick.

And boy-oh-boy have I taken some lumps in the ring…and in the marketing game.

But I’ve also won more than I lost!

And – one of the most important lessons I’ve learned lately… IT’S NEVER TOO LATE TO UP YOUR GAME!

Here’s the best way you can do that right now:

I did Kickboxing and Muay Thai when I was in my late 20s – early 30s.


Ouch…no smile

BUT, I made a mistake and listened to others nattering away at me: “don’t fight, you’ll get hurt”, or (yes – even at 30 I was hearing this) “you’re too old to start competing now – leave it to the young pups”.

Stupid me – I listened. I sparred in class – but never took it to competitions.

Fast forward 15 years (!!) and I clued in and got back into my favorite martial arts (kickboxing and muay thai) – and started competing.


Been hurt – hell ya.

Last november I torn the MCL on my left knee in a tournament fight. Hurt like hell and took far too long to heal…

…but it did heal, and I’m geared up for the tournaments this fall.
So my lesson to you today is – START NOW!

Develop a love for the adrenaline that comes with a great story-based marketing campaign.

Learn to love that rush that comes in every time you get a new order from your story-based campaign.

Get serious about your love of marketing – and hone your skills and work your training!

I know lots of martial artists that love to do classes – but would never spar.

Sparring is where your skills SHINE – or look like SHINOLA.

Just like people who want to succeed in business…

…some are just wannabes and buy the courses but NEVER DO ANYTHING.

And some take it serious, hone their craft, and get in the ring to test their skills out.

THAT is where you really learn!

Learn to love the rush.

Learn to love the failures… and learn from the times it didn’t go as planned.

The Story Playbook is designed to give YOU the skills to do this

Grab it now before the price doubles!

I also teach some conditioning classes in kickboxing/muay thai…if you are in Calgary…come on out to a class! Just drop me a reply and I’ll hook you up!

Have a good one,


PS: This is a stupidly crazy good deal at this price, and at the price double this (which it will be shortly), The choice is yours, pay half now or full price later – both will give you the skills, one is easier to get moving on RIGHT NOW!


3 easy-peasy ways to MASTER marketing with ADOXOGRAPHY (and why you MUST)

According to Wikipedia, Adoxography was a term coined in the late 19th century, and means “fine writing on a trivial or base subject.”

It’s also the foundation of billions of dollars in sales across the world.

Think about it…

…Reality tv – they pretend it’s ‘unscripted’ – ya right! It’s not only scripted, it’s a HUGE money-maker, and uses Adoxography scripts of the mediocre and stupidity at its core.

…The National Enquirer. You can put it down all you like… the facts prove YOU are the fool if you don’t think anyone buys it! The National Enquirer sells more copies in a week than the TOP couple business magazines and newspapers COMBINED – Proof that Adoxolography works.

The people that write these headlines – “Bat Boy Explodes” – “Use Your Dreams to Win the Lotto” – “Saddam & Osama In Love.”

Those writers make a substantial income writing those words – because they sell a TON of newspapers for the publishers.

Mega-bucks from trivial and stupid stories.
The fact is…

…ALL content is good content, if it’s done properly.

Content creation is all the rage right now online.

But content is content – whether its fact and tip filled, or great story telling at its finest.

I’ve shared numerous times before the FACT that stories outsells facts (educational content) by 118% (Carnegie Mellon study).

As you should know by now, I love using stories in marketing and sales.

Which is WHY I am launching the Story Playbook series at

…And stories are RIPE for Adoxography-type marketing.

YES – this DOES work in B2B and with commodity products with
low prices and high competition!

Story Playbook

Iain Calder (the founder of The National Enquirer) and myself (with a few dozen extra pounds on me :)

Iain Calder (the founder of The National Enquirer) and myself (with a few dozen extra pounds on me :)

shows you how.

That simple trip to the grocery store this weekend can be a fantastic marketing piece that makes you money for years to come.

That time your daughters dressed you up and put makeup on you (complete with barrettes)… makes for a very profitable annual campaign you run.

<<oh ya right, that was me – and yes it is a story-campaign I’ve used for 7 years now!>>

Better yet…

While everyone is doing their Labor Day campaigns this week, you can be THE ONLY ONE IN YOUR MARKET doing a National Grandparents Day campaign for Sept 7th (with a story about your favourite grandparent or entrepreneurial boomer or senior you know).

Or a National Bold is Beautiful Day (Sept 8 – and yes, a real National Holiday – and yes, I would bet there’s a time or two in your life where you either acted bold and got the benefits, or DIDN’T act bold when you should have).

Or maybe on September 9th, you run a special story about National Wonderful Weirdo’s Day? (and I can guarantee you have a wacko weirdo in your life somewhere…they make for GREAT story fodder!

Not only are these trivial subjects (perfect for Adoxolography marketing)…

…they STAND OUT!

Especially when your competition is doing pretty well nothing creative to grab your attention.

And, duh, marketing is ALL about standing out from the competition.

Master this skill and you will NEVER be without marketing or content ideas!

3 quick ways:

1) Always be on the lookout for stupid things (and people) you see on your day-to-day adventures. Keep notes (I use Evernote for this). Whenever you need a new idea – pull up Evernote and away you go.

2) Read the news – ALL KINDS of news. The Onion. The Wall Street Journal. The Sun. Read it all – find the ridiculous – the bizarre – the trivial that fits a story you have – then MILK IT for all it’s worth!

3) GET ON THE STORY PLAYBOOK – this is a powerhouse tool for ramping up your marketing and boosting your cash flow… FAST.


Audio training.


The price is FAR TOO CHEAP NOW… but you are getting early bird pricing right here, right now.

The choice is yours.

$20 a month now…

Or $40 a month in 2 weeks (then going up again in October).

Here’s the pre-release order link:

Grab a spot today!

Have a great National Cherry Popover Day (yes, that’s today, September 1).





Remember the Lobster Brothers? Their story made them millions and CLOSED their core business!

I’ve been singing the praises of Catch a Piece of Maine for years.lobster

I heard through some of the media like CNN and Forbes that 2 young brothers had a very unique idea for their Lobster business…

…so I stalked them and made them get on the phone with me!

That call made such a massive impact on me, I’ve been sharing their story and ideas for many years now.

I even wrote a free report detailing how they did it – and how you can use their ideas in your own business. You get this report FREE with your Story Playbook membership

Things this BONUS report shares:

* How to turn a $10 purchase into a million dollar a year empire … in 9 months or less

* How to personalize a commodity product so your competitors disappear

* The 30 second secret add-on they used with their lobster shipments that gained them press with Fortune, MSNBC, USA Today, Money Mag, CBS, and about 42 other major media outlets (*also how they used this one add-on to get HIGHLY affluent buyers of a traditionally commodity-priced product)

* How they edged a $10 sale to a $3,000 sale, and ignored the critics, while banking millions

AND…how this one story-based secret launched an empire, that has now closed for even BIGGER and BETTER things!

Yup, this story-based idea took them to over a million in sales in their first 9 months, made them many millions after…and has now spawned an INTERNATIONAL empire that will make them many, many more millions!


…And this is in a commodity type of business.

Yes, stories DO work with commodity type businesses.

They work in B2B – in B2C – online – offline – for lead generation – for sales conversions – for customer retention – and for past customer clawbacks.

Stories work EVERYWHERE…and The Story Playbook shows YOU how to make your sales grow rapidly with a simple little addition to your marketing and sales initiatives.

The Story Playbook is a tool unlike any other out there.

It shows you practical examples of story-based sales…and gives you the tools, the formulas, the strategies, and the “how-to” information to use in your own business.

Unique strategies you won’t find anywhere else…

…at a rock-bottom beta launch price!

Grab it now… the price is doubling very quickly!

Details are on the page.



$7.9 Billion in sales – and THIS is his best approach

You may or may not know, but 13 years ago I was fortunate to have Ted Nicholas as my mentor and copywriting trainer. Ted is a legend in the advertising space, and has sold billions of dollars in products and services using his copy.

Ted Nicholas and I at one of his bootcamps...

Ted Nicholas and I at one of his bootcamps…

He gave me the foundational knowledge on story telling in marketing, and credits stories as the unsung hero of sales copy and promotional marketing success.

I have the privilege to work with Ted, even helping run his protege program one year.

Ted is a MASTER at using words to create cash flow.

He sticks to the basics of entertainment, education, and structure sales strategies to generate leads and revenues.

The best part (in my opinion) is his LOVE of stories!

I wrote about the launch of my new Story Playbook program yesterday at

Get this though…

…I have a NEVER BEFORE SEEN bonus you get with your first month inside the Story Playbook group.

Ted Nicholas and I discussed story telling, marketing, sales copy and cash flow creation not too long ago, from his home base in Switzerland ( while I was thousands of miles away in Canada)… got to love technology!

As a BONUS to joining Story Playbook, you get the audio and the transcription of this call between Ted and I.

Full details on the program are here

A couple things that Ted shared in this interview:

* How he leveraged the power of words to create a Fudge empire with 30 locations, by the age of 29…

* The ONE THING he credits to most of the $7.9 billion in sales he has done in his career..

* A simple way he uses obscure people, and ideas, inside his marketing to dominate a new industry..

* His brilliant brain fart he made on a radio interview that resulted in the headline and storyline for one of his MOST successful ads ..

* His pre-game warm up ritual to get his mind in the right place, and his copy tightly tuned to the best story he’s going to use (Ted is a master at mindset in business – this alone is a GEM and worth an entire YEAR’s subscription to Story Playbook… and you get it as a FREE BONUS!)…

* And a whole slew of gold nuggets Ted drops!

Yup – that’s just a BONUS for joining!

All the details are here – get serious about your stories this falls… and this is how you do it



Slump ditty ditty dump – moving on and upwards in marketing

If you’ve been in business or sales for any amount of time, you’ve had a slump.

We alllll have.

Anyone telling you otherwise is… lying.

The key though is hoisting your shorts up, getting focused, and grinding through the down times.

Easier said than done at times.

After 13 years in this business, and many other years in past businesses and sales positions, I’ve had more than my fair share.

You know what?

Slumps ALWAYS come to an end…

…if you have the tenacity to stick to it – and do some things you won’t want to do.

There’s an entrepreneur I’ve known for many years.

She has been in the same retail business throughout the time I’ve known her.

She sells a product that a segment of the population LOVES… and her retail space is located in the ideal spot for that segment.

And now I have to say… WAS.

Her space is now occupied by someone else.

She is out of business. I’m guessing…never to return.


She had her slumps.

She’d buy me lunch, attend my workshops, and buy my products.


…she NEVER took consistent action.

Sometimes she’d LISTEN and up her game with some email newsletters. Special promos. Story-based campaigns.

They were fun to read…engaging…and mouth watering (she sold a high end, niche food product).

She had the ultimate customer story too – a regular client who had her Fedex her product halfway across the world.

She could have milked that story for mucho dinero…but didn’t.

She could have done highly targeted marketing within the area her shop was at…she didn’t.

She could have done weekly or monthly themed events at her shop…but didn’t.

She could have leveraged her customer stories into a membership program and monthly “bundle in a box” program… but couldn’t be bothered.

Instead, she chose to WAIT for business.

WAIT for them to find her.

WAIT for them to find a single compelling reason to try her out.

WAIT for them to come back and buy again.

You know what?

The waiting game FAILED her…and now she is out of business.

Which is exactly what happens to most entrepreneurs who fall into a slump, and do nothing to claw their way back out… bigger and better.

There’s some crazy stuff going on out there right now in the markets and economies.

Some people are thriving right now.

Others are panicking.

The choice is always yours.

If you want a very simple way to consistently grow your sales THIS YEAR AND NEXT…you have to take charge and up your game and motivate your marketing.

You need to do MORE marketing.
Better marketing.
Consistent marketing.

* And story-based marketing.

THAT is how you up the ante and grow your revenues.

I am doing something different right now.

It’s not free – but it’s reaaaal close.

This is a simple and inexpensive way you can master your marketing and excel at story-based marketing.

Here’s the dirt – and the details:



Playbook special offer

Thanks for joining the Story Playbook Tribe!


You’re going to LOVE what you get – and you’re going to absolutely love this new skill you’ll be building.

NOTHING sells better than an awesome story-based campaign!


Some people want to get things going fast.

Faster than through this.

So, as way of saying thanks, and as a very special offer to Story Playbook Tribe Members ONLY…I’m offering you my services to kick off your first story based campaign.

I will create a customized 3-part email series for you.

Based on a story you and I decide on for the theme.

We will choose a story – and a product mix – that makes sense for your business.

And I will craft the 3-part email campaign.

For just $500. 

You can easily get that back in multiples if you have a list that you market to already!

(this offer is designed exclusively for those who have an existing list, or for those who are running lead generation ads now, and are building a list)

Here’s the order button for grabbing one of the 5 spots I am opening for this:

And if this isn’t for you, just hang on and watch your email – I will be delivering you some awesome free Story Playbook bonuses in the coming week.  




Here’s to your Story Selling Success!