The $0 Marketing Playbook.pdf

Notes from experienceNone of this is theory. It's exactly what I did for the first years of TWC, before we could afford to pay for reach. Start here before you spend a cent on ads.

THE $0 MARKETING PLAYBOOK

Everything I did to build The Whitening Co's audience before there was an ad budget.

$37 NZD

Add another guide, save 15%. Or get all six as The Full Stack for $97.

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Most brands go straight to paid ads. I spent the first years of TWC doing the opposite: building in public, earning media, and creating word of mouth no Meta campaign could buy. This is the exact approach, written down.

What's inside

5 parts

01 The build-in-public method that compounds over time
02 How to earn press, features, and organic reach, with no PR budget
03 Word-of-mouth frameworks that make your product genuinely shareable
04 Community building before you have a community
05 The content strategy that built the audience before the first dollar went to Meta

G Part of the Socials to Storefront suite.See Groundwork, the course →

10 years building brands

Road to $100k months

Nationwide retail stockists

5 brands from scratch

$1M+ a year online

As seen on Apprentice Aotearoa

Physical product only

More guides

Six guides. One free, five paid. All written from ten years of getting it wrong first.

FREE
to start

Free · Start here

The Product Checklist

Ten questions to answer before you spend a dollar on stock, packaging, or ads. I run every product idea through this.

Market and differentiation check
Margin and landed-cost validation
Supplier qualification and launch readiness

Get it free10 minutes. Might save you $30k.

Guide 01

The Campaign Checklist

The exact system I use to plan and execute every campaign, from brief to closedown.

$27 NZDBuy

Guide 02

The Cash Flow Survival Guide

What actually kills brands. The planning framework that keeps the cash in front of the crisis.

$37 NZDBuy

Guide 04

The Stockist Pitch Kit

The templates and scripts that got TWC into retail, including a nationwide Life Pharmacy deal off a $5k expo stand.

$47 NZDBuy

Guide 05

The Packaging Kit

How we packaged TWC to dazzle on camera and on a shelf, plus the mistakes we paid for along the way.

$47 NZDBuy

Or get all six as The Full Stack for $97~~$195~~

COMING SOON

Groundwork. Everything I know, built from the ground up.

What got you to $10k won't hold $100k. Groundwork is an 8-week cohort course for founders selling physical products, doing anywhere from $0 to $15k a month and building towards $100k months. Every stage, in the order it actually matters. Applications open soon, by expression of interest, and the people who come in early get the most of my time.