Author: Brian Whitehouse

Make it Pop!

There are 5 major components to good advertising copy: (The order of these is essential to success)

  • Command Attention
  • Showcase Benefits of Products/Services
  • Prove the Benefits
  • Persuade People to Embrace the Benefits
  • Call to Action

Advertising is sales in print. So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.

Let’s take a minute to talk about each of these components:

  1. Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
  2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer. 
  3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
  4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will enact your potential customers to feel like they have to act now. Which leads into the last component.
  5. Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something.  Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.

Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. We can help you with this too. Try our GUIDED TOUR to learn how to put together great advertisements from some of the best in the business.

Mind Your Own Business!

The concept of minding your own business means that while you are grinding away at your day job you need to be investing in your future and minding your own business. Pretty soon you’ll be able to walk away from that day job and mind your own business full time.

The best way to do this is through the acquisition of real estate.

Let’s take a quick look at where you are losing all your money-taxes. Taxes have been around since 1913 in the U.S. (earlier in England). While the original intention was to only tax the wealthiest of the population, obviously that’s trickled down to the masses, including those in poverty.

Now, keep in mind the more money you make the more taxes you pay. The wealthy know a way of getting around this-form a corporation. Corporations offer tax benefits and protect you from lawsuits. To learn more about this talk with one of our business coaches or your attorney.

We’ve all heard the golden rule of: Pay Yourself First.

But many of us don’t do it. Until you learn and put this rule into effect, you won’t have any chance of getting out of the rat race. What this rule does is force you to come up with more income to pay your expenses.

There are some key areas of finance you should learn about, taking classes is one of the best ways to do this. Here are the basics you should learn:


It pays to know how to read financial statements. When acquiring businesses or assets you need to quickly see the financial standing of the company you are acquiring.

Many grown adults do not know how to balance a balance sheet. In the long term, this knowledge will pay off for you and your business.

Investment Strategy

This skill will sharpen with experience. Talk to investors and observe how they play the game.

Market Behavior

Know the laws of Supply and Demand. No business owner can do without understanding these basic principles of the market. Bill Gates saw what people needed. Open your eyes to opportunities. Look at what sells and who buys.


Do everything you can to grow your business within legal boundaries. Know your corporate, state, and accounting laws.

Once you know these areas of finances you can make them work for you. The rich practically invent money. You have to know where to find a great deal. Let’s continue with real estate. Look for houses in trouble or find the court in your area that handles foreclosed, police impound or other real estate situations. You can either renovate and sell or rent for residual income.

So, essentially there are two main types of investors:

  1. Those who buy pre-packaged investments
  2. Those who create their own investments

You know which are the most successful. In order to be one of those people you need to know what to look for and how to respond.

You must:

  1. Find a good deal other people have missed.
  2. Raise the capital needed for the transaction.
  3. Put together a high-performing team to execute the plan.

There is risk involved in every acquisition. The goal is not to avoid the risk, but to respond to the risk with confidence and a steady hand.

If you need help identifying potential money-makers, where to get the capital you need and how to put together a smart team, try our FREE test drive to gain access to our resources and tools.

Get Out of the Rat Race

We’ve all worked jobs we hated. We were underpaid, underappreciated and bored out of our minds. We either quit these jobs or were fired for poor performance because we just gave up. Instead of taking that approach you need to consider every job an opportunity to learn something new that you can apply down the line to find success.

When you give people the tools they need to come up with unordinary solutions, you are enhancing their lives for the long run. You need to take this approach. What if one of your terrible jobs had been one with no pay at all and you needed to come up with some ingenious ways of making money? I bet you could have found a diamond in that rough. This idea can also be used in your own company.

Now, I don’t recommend going into the next meeting declaring that no one will receive pay anymore, but you can tell them that their potential raises, bonuses and other perks are now dependent on their creativity in ways to enhance business.

Let’s talk about a great concept called financial literacy. This certainly isn’t something they taught you in school, but is still essential to know. So, what is financial literacy?

The old school way teaches people to be good employees and not employers. This mindset will never make you wealthy. You need to focus on becoming a good employer. You also need to learn how to not only attain wealth, but sustain wealth for generations. This is what financial literacy is all about.

So, how do you get out of the rat race and start working toward a wealthier future? You need to understand the difference between an asset and a liability. Take a look at your own life and you’ll probably find the following:


  • Real Estate
  • Stocks
  • Bonds
  • Intellectual Property


  • Mortgage
  • Consumer Loans
  • Credit Cards


You’ve probably been fooled into thinking things like your house, car and entertainment system are assets. They aren’t! Assets should be continuing to MAKE you money. When you continue to struggle, you are not building wealth. If you’re primary income is from wages and each time you make more money, you pay taxes-you’re not really creating wealth either, are you?

So, if buying a house isn’t an asset (and, it’s not because you spend about 30 years of your life paying it off), then what is. Here are some of the best assets to attain and when you can start to actually see wealth being created because of it:

Average time of holding on to an asset before selling it for a higher value:

1 year

  • Stocks (Startups and small companies are good investments)
  • Bonds
  • Mutual funds


7 years

  • Real estate
  • Notes (IOUs)
  • Royalties on intellectual property
  • Valuables that produce income or appreciate


So, here are the steps to getting out of the rat race and onto your journey of creating wealth:

  1. Understand the difference between an asset and a liability.
  2. Concentrate your efforts on buying income-earning assets.
  3. Focus on keeping liabilities and expenses at a minimum.
  4. Mind your own business.

If you need help getting out of the poor mindset and into the wealthy one, try our GUIDED TOUR and work with one of our experienced business coaches today.

We went through the first three and next time we’ll talk about how to mind your own business to keep your eye on the prize.

Search & Implement

People only remember the extraordinary, strange, wild, surprising and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new.

As you’re research word of mouth, there are some questions you need to ask along the way:

What are the users willing to tell the non-users?

  • Exactly how do your customers describe your product?
  • What are the non-users willing to ask the users?
  • What are the things they need to know, but are unwilling to ask?
  • What happens when these issues are raised?
  • Exactly what do your prospects have to know in order to trigger purchase?
  • Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
  • How do your customers persuade their friends to use your product?
  • How do your customers suggest they initially get to know or try your product?
  • What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
  • Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
  • What messages do you need to inject into the marketplace in order to turn the tide in your favor and how will you deliver them?


There are two main reasons why word of mouth research is so important:

  1. To get the real impression and feedback from customers
  2. To define word of mouth itself and the concept it creates

There is a simple formula that can help you conduct your word of mouth research. It’s called the “2-2-2” model.

2-2-2- Model

What this breaks down to is:

  • 2 groups of customers
  • 2 focus groups of prospects
  • 2 mixed groups (enthusiasts & skeptics)


In these groups you need to ask the following questions:

  1. What would you tell a friend?
  2. How would you persuade a skeptic?
  3. What questions would you anticipate from a skeptic?
  4. How would you answer their objections?

The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but an independent party to avoid adding pressure to the situation.

We’re going to transition a bit and talk about how to construct a word of mouth campaign. First we’ll talk a look at the essential ingredients you need to put together a campaign. These ingredients are:

  • A superior product
  • A way of reaching key influencers in your marketplace
  • A cadre of experts willing to bat for you
  • A large number of enthusiastic consumers
  • A way of reaching the right prospects
  • One or more compelling stories that people will want to tell to illustrate your product’s superiority
  • A way to substantiate, prove, or back up your claims and how the product will work in the real world
  • A way for people to have direct, low-risk experience, a demo, sample, or free trial
  • A way of reducing overall risk, an ironclad guarantee


Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word of mouth programs. Some of these situations are:

  • When there are credibility problems
  • When there are breakthroughs
  • When there are marginal improvements
  • Where the product has to be tried in large numbers or over time
  • Where there is high risk in trying the product
  • With older or mature products that have a new story that people tend to ignore
  • With unfair competitive practices such as spreading rumors, or telling lies about your product
  • When there are governmental or other restrictions on what you may say or claim directly


While, most of the word of mouth tactics are positive for your word of mouth program, there are a few products to avoid using in this program. They are:

  • Products where a seminar would not provide meaningful added value
  • Products that can’t be tried and where there is no consensus among experts
  • Products that are clearly inferior, without having a compensating superiority for similar products
  • Products that are so personal or emotion that rational discussion is irrelevant to the decision
  • Products where the decision value is so small (low price/low volume) the medium will not be cost-effective.


This wraps up this post on word of mouth research and how that research can be used when putting together your word of mouth campaign. If you need help with the research and a plan to use the results of that research, try our GUIDED TOUR to get all the help you need with our top notch resources and tools.

COVID-19 Relief

Covid-19 has impacted all of us in some way. I am working in conjunction with the small business administration and the covid relief act to find ways to better serve small business in the future. I am asking everyone who is small business owner to take a short survey so we as a nation can be better prepared if a similar type of pandemic strikes us in the future. . I am giving away $2000 in business value to anyone who takes the survey.

Please take the survey by clicking here




Brian L. Whitehouse


CEO / Author / International Speaker /Business Coach

The Profit Coaches |

 +1 239.677.9811 | | | |


Established clients click here to reschedule your appointment

New clients click here to schedule a consultation



Enroll in my FREE Marketing Course where I reveal the truth about what the large corporate companies and those dominating your industry work hard to keep you from knowing. I show you what their REAL GAME is! Enroll now at

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Small Business Breakthroughs Magazine’s primary mission is to provide training, resources and support to small business owners making less than $2 million in annual revenue.
Due to the current economic crisis, the magazine is hosting a special 1-hour workshop to help small business owners obtain specific strategies they can use to quickly recover revenues lost during the Coronavirus shutdown.

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The workshop will be on Tuesday, May30th from 7:00pm – 8:00apm Eastern time online, and there’s NO cost to attend. 

Register online at or email me at You can also reach me by phone at (810) 207-6637.
This is a NO BS workshop so come prepared to learn and take notes. Hope to see you there.

The Perfect Bait

In the last post we talked about how to learn about your big fish and prepare for the first contact you’ll make with them. This first contact is essential to your success. You need to instill confidence in them. They need to know you can fulfill exactly what you are offering on time, at a good price and at the quality you promise.

Today we’ll actually go through the big approach and how to make that perfect first impression. Before you put together your approach plan, you need to choose with big fish you’re going after. Take a look at your notes and the research you’ve done about prospective fish. Then decide which one will be the easiest approach to start out with.

There are a series of things to go through in choosing which fish to start with. They are:
• Position Your Business
• Compile Your Hit List
• Select the Best Target

Position Your Business
You need to position your business to make the first move by listing your revenue streams, id and list your operational procedures, where your fish is initially positioned, your big-customer research, and putting it all together.

Compile Your Hit List

Start with a list of all the companies you’ve been considering. Then narrow it down to the ones who know could use your products or services. Don’t overlook obvious choices, whether they are big or small. Even small companies could be big fish in the future.

Select the Best Target

Once you’ve got your list narrowed down, you need to decide which one is the best fish to start with. You need to consider a couple of things:

• Which have the most purchasing resources to spend?
• Does their company vision compliment yours?
• What are their employee incentive programs as they relate to your products/services?
• What’s the company’s real need for you?
• Will the partnership lead you off-course?

Now you should have a target in mind to start with. It’s time to plan your approach and execute that plan. Here’s the step-by-step plan to help you make a good first impression:

1. Build and analyze your database. Divide your leads into three different categories: hot leads, great fits and secondary leads.
2. Send out introductory mailings to your target to introduce yourself, your company, services, products, and vision. They need to be short, clean and concise.
3. Follow up with your first phone call 2-3 days after they would have received the mailings. During the phone call find out whom you need to be speaking with in the future and try to set up a meet with the right person.
4. Follow up your phone call with another mailing that thanks them for taking the time to speak with you and offer more details about your products/services. Use this letter and opportunity to set up a meeting to do a presentation.
5. Follow up the letter with another phone call a couple of days after they would have received the letter. This phone call is to help you further develop your relationship with the prospective client. You should also be able to set up a presentation meeting with them.
6. Call again a week later if they haven’t agreed to a meeting or presentation. Ask if they received your creative letter (the second one) and if they have a minute when you can stop by and introduce yourself in person.

Now, don’t be upset if you don’t seal the deal right away. Some people simply take a little longer to woo. This can all be a little intimidating at first, but when you know you are offering a quality product/service, you can’t go wrong.

Once you’ve gone through this process and make first contact (and hopefully a good first impression) it’s time to put your best face forward, which means sending the right salesperson to seal the deal.
If you need help putting together your approach and make a good first impression, try our GUIDED TOUR to work with a coach and have access to a wealth of great resources and tools.

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What is a Virtual Focus Group?

NO ONE is going out! Most of your customers are avoiding ANY unnecessary trips outside of their homes for fear of contracting the Coronavirus. By the way, I hear you – you’re not going to attend an event with others and risk exposure to the virus yourself.

So, join me ONLINE from the safety and comfort of your home or office and let me teach you the EXACT strategies you can implement TODAY that will take your business to an entirely new level financially… while your competition remains gridlocked in fear and worry.

Over the past 75 years, the most successful businesses were the ones that capitalized when the economy tanked.

There are ALWAYS opportunities to be had in every downturn.

Let me teach you the ones that will work for you NOW!

More Bitcoin

‘More Bitcoin’

I’ve been asked hundreds of questions, about Bitcoin, over the last 90 days.

My answer was a long and in-depth one but part of it was that money is a game of doubles.’

Double a dollar 20 times and you get a million.

Double $1000 ten times and you get a million.

Double a million ten times and you get a billion.

Bitcoin as I write this is at $56,000….

In order to double your money you’d need it to hit $112,000.

Maybe it’ll get there and maybe it won’t…. reality is you have ZERO control over whether that happens.

Here are 3 simple but powerful reasons I’m not actively buying Bitcoin… regardless of its highs, lows or the insane hype.

1. “I invest in what I understand”

I’m not totally up to speed in BTC and even though Elon Musk is banking on it… the Warren Buffett’s, Ray Dalio’s etc…. are not.


I don’t have time or the desire to work it out. Other things occupy my time, focus and those are things I can CONTROL.

I’m investing in MY OWN BUSINESS… my software and the business coaching industry.

“A Feedback Loop” which you might remember me explaining when I told you how to go from $100k to $500k with your coaching business.

*To save myself a million more questions… Yes, I own some crypto and got in many many moons ago, I do not check it regularly, I’m not dollar cost averaging it, won’t be selling it any time soon… it’s the furthest thing from my mind.

2. “No called strikes environment”

Warren Buffett explains that baseball is a “called strikes environment”… as in you get three pitches over the plate and you don’t swing… the umpire calls you out and you go sit down.

Investing, however, is a ‘no called strikes environment’…

You can watch perfect pitches sail by and never take a swing… and you get to keep standing there and wait for YOUR pitch.

In other words…. Even if Bitcoin is the homerun on steroids its passionate investors say it is… I don’t need to swing at that pitch.

3. “Value Investing”

Future Value = Speculation.

As an advanced investor, I focus on making a profit at the time of purchase… the way I do that is by buying fundamentally undervalued assets.

Not ‘technically’ undervalued.

‘ll give you an example, when the pandemic hit the USD strengthened against the CAD (Canadian dollar) by 13%.

I knew the sudden shift meant the currency was undervalued and exchanging USD for CAD meant an automatic win… IF I WAS CORRECT.

I have American and Canadian bank accounts so I exchanged a large chunk of funds.

Within 45 days the normal exchange rate returned and I earned 13% over 45 days which means I earned about a 150% annual return (It’s 1 am and I’m not about to do the exact math so please don’t send me the correct calculation).

A 150% return is a homerun on steroids and something I was far more in CONTROL of.

I could have been wrong but I know this investment well and therefore I wasn’t.

If I were to illustrate this in another way…

If a house is for sale in my neighbourhood and I KNOW I can get it for $100,000 less than its worth… I make $100,000 when I sign the papers.

Or… the accounting firm that doesn’t do consulting hires an in-house consultant.

The 60k it’ll cost to hire the consultant is a calculated risk when the Accountant knows his clients keep asking for business advice, help, and direction and he’ll get a minimum, $120,000 per annum revenue out of it.

If the accountant has any clue whatsoever… it’ll be FAR greater than that.

The realtor knows he can buy a house… spend $20,000 and turn it around for an extra $40,000 profit on the house.

The experienced restaurant owner knows that if he spends money on software to manage the till and inventory… he’ll turn a $20,000 investment into a minimum, $40,000 per annum return.

When I spend $10,000 on advertising, I know that I’ll get a minimum, $20,000 return over time.

If not $100,000.


Money is a game of doubles.

Bitcoin is something you and your high-end coaching clients likely know VERY LITTLE about…

But what you should know is that it needs to hit $112,000 for you to double your money if you buy today.

The secret to ignoring the hype, hysteria, and nonsense… is to know EXACTLY where you’re going.

Your time, effort money, and FOCUS are likely far better spent on something you can CONTROL and to finally STOP betting on someone else.

You heard it here first.

Obsessed with your business coaching success,
Brian Whitehouse aka The Profit Coach

PS. Laugh at yourself and you’ll never run out of things to laugh about.

PPS. Marriages break up from lack of money… over lack of love X 100.

Business failures lead to destruction, addiction, depression, anxiety, suicides, and unfortunately, far more.

As good business coaches we save marriages, save families, save kids from self-destruction… we save lives!

A true life of purpose.

PPPS. If you’re looking for a proven system to follow for your business…. I have business growth academy with an automated lead generation system to do the heavy lifting while you sleep coupled with and high-end step-by-step training to support it…

It’ll teach you ‘How to find your business over $100,000 in 45 minutes without them spending an extra dollar on marketing or advertising.’

Register now for my next upcoming Business Growth Webinar !

Virtual Business Development Focus Group

Virtual Business Development Focus Group

2/23/2021 at 2:00 PM Eastern

UNCOVER $100k In Your Business Guaranteed

Let me show you how you can TRIPLE your leads, DOUBLE your sales and dramatically INCREASE your annual revenue by MORE than $100,000 – while your competition struggles just to keep their doors open.


There is NO COST to attend this exclusive, invitation-only event and ONLY ONE BUSINESS OWNER PER PROFESSION IS PERMITTED.

Be aware this will be a NO B.S. webinar – I DON’T do fluff and I DON’T deal in “generalities” that leave you guessing what to do next.

This training will literally be a step-by-step implementation of specific strategies that you can use to instantly see more leads, more sales and more revenue. Register Now