From Digital Marketer to ‘Lead Paramedic’ – Troy Ericson is a Rare Breed

Troy Ericson used to think he was a normal entrepreneur. Less than a year ago, he was running Facebook ads, designing funnels, and writing emails as a freelancer for a remote digital marketing agency… Typically normal ‘digital marketing’ activities.


“I had no idea that one of my skills was about to change the game for the businesses I worked with,” says Troy.


He was freshly out of college but had been working in digital marketing for about 3 years on sites like UpWork to make extra money & hone his skills before graduation.


One of his clients during college was an eComm startup called Hustle Island. Ericson ran the Facebook ads and sales funnels for the brand new company until they ran into a problem… A good problem.


“A year into Hustle Island, we had sold 21,905 t-shirts and acquired over 147,000 email subscribers. We didn’t really have an email plan in place at the time and knew we were leaving a lot of money on the table, so we decided that I should probably handle the emails, too.”


Little did he know, but Troy had just changed the trajectory of his career forever. Through trial and error, Troy was able to use email to gradually boost the company’s bottom-line by selling more shirts, hats, online memberships, coaching, and done-for-you marketing services – all via email.


The funny thing was that Troy thought his newfound talent in email was just an average skill… Until he got another unlikely opportunity.


“One of my other clients that I was running Facebook ads for told me they were going to have to quit. I was a bit confused since the ads were going well, and they admitted that their emails were going to spam and getting next to no return. They’re a pretty large corporation and I didn’t want to lose them. So I finally convinced them to let me give it a shot managing their email list.”


So Ericson went to work solving the company’s spam issues and writing their emails. Within a couple months, not only was the company out of the spam folder… But they started running ads again – And Troy managed to take their email revenue from $13,000 a month to over $50,000 a month.


But at first, Troy didn’t think much of it.


“I was just doing my job. They were pretty shocked to see how well it worked – that was the first time I realized that my skillset was not normal. I always thought that everyone knew how to make good money from email.”


Now there was only one problem left for Troy. He needed to be able to get his name out there – which was not easy since he had previously branded himself as a Facebook marketer… And because businesses typically don’t realize that their emails can be doing a LOT better.


Around the same time, the owner of Hustle Island, Greg Berry, gifted Troy a ticket to an event called Copy Accelerator, one of the world’s premier sales copywriting events.


“I was on vacation in California and Greg called me to tell me that his wife was due with their third child any day now, and asked if I wanted his ticket to this event in Texas that weekend. I was so shocked that I didn’t feel that I deserved it. But he convinced me that I’d learn a lot.”


Berry was right. Troy abandoned his vacation to go to the event, headed by legendary copywriters Stefan Georgi and Justin Goff, who have combined to sell a total of $1.5 Billion through their writing.


At the event, not only did Troy learn a lot of new things about email, but he discovered that there was actually HUGE demand for email deliverability (solving spam issues) and email copywriting…


And he was able to connect with dozens of 7 and 8 figure business owners – many of which have gone on to hire Troy to solve deliverability issues & write their emails for them.


Troy says he doesn’t know if Berry giving him the ticket was just blind luck, or a reward for the good work he did, but now he’s gone on to start his own email marketing agency, called Lead Paramedic.


“My agency is called Lead Paramedic, because I revive dead leads on email lists. A year ago I had no idea that I’d be exclusively focusing on email. And I never would’ve thought that 7 and 8 figure companies would want to hire me. But I can’t think of many people who do what I do, so I guess they have to.”


Troy says that any company who’s not getting at least a 20% open rate & relying on email as a top source of revenue should certainly seek help.


“My goal is to help companies & entrepreneurs realize that your business can go from ‘ehh’ to ‘booming’ if you tune up your emails. A lot of people give up on email because they hear it’s old and doesn’t work anymore. Or they try a couple emails then rule it as a failure. It doesn’t have to be that way. I’m living proof that you can do it, too.”


Troy also thanks Greg Berry, Stefan Georgi, Justin Goff, and Ian Stanley for all their help so far in his career. He also cited the importance of having a mentor, investing in yourself, and being able to map out your entire business to achieve maximum success. You can reach Troy via email at or on Instagram @yosoytroy.

Movers and Shakers Interview with Steve Houle

Tell us your name and a little about yourself.

My name is Steve Houle, Founder and CEO of Parkit360. My entire life I’ve enjoyed two tasks: fixing things and helping others. Over the years, I’ve built a variety of unique inventions for friends and family directly out of my own garage.

Furthermore, I enjoy the outdoors – I simply love adventure activities like boating and camping that allow me to get in touch with nature. Parkit360 is the natural progression, allowing me to turn my passions into an occupation by helping others have a more positive experience when they decide to go camping or boating.


What exactly does your company do?

Parkit360’s electric trailer dolly aims to help anyone with a towing vehicle by making the process of parking a lot easier. If you’ve ever tried parking a boat, RV, or any other kind of trailer you know how tedious and time-consuming the process can be. When all you want to do after a long trip is get some rest, parking your trailer can take a long time. Our trailer dolly allows trailer owners to park much more easily, even in the tightest of spots, giving them much needed peace of mind.


What were the biggest challenges you have faced and how did you overcome them?

As with any business, we’ve run into several challenges throughout the years. Dealing with product design was really tough for us at the beginning. As a team, we had to develop the prototype, test it with customers to make sure their needs were fully met, and continuously tweak the product until we could release something we were proud of. This took a lot of time and effort from our end.

Other challenges came by way of seasonal ups and downs. Because our product is geared towards spring and summer activities, sales tend to drop come winter. It took a few years to learn how to manage cash flow so we could keep all our employees during the slow times.

The question of growth is something we’ve worked to overcome as well. We went through growing pains with cash flow due to having to increase our inventory. We also had to deal with changes in the market – during our 11 years of existence, our target audience has changed drastically and we’ve had to adjust for these changes. When the company started in 2009, most of our sales came through magazines, eBay, and third-party website traffic via Google Adwords. As the years went, our customers began to migrate to shopping mostly online and we got the majority of sales through our online platform – well over 90% of it, in fact.


What piece of advice do you wish someone had given you at the start of your career?

The most significant piece of advice that I wish I knew before I started my career was that competition is not your enemy. So often in the business world, we look at other similar brands as a threat – but this is a mistake. I myself was guilty of this. A better viewpoint is to see these other brands as a learning experience. See what’s out there, figure out what they do right and wrong, and improve your own product. Competition is a growth hormone and creates a larger awareness of the product that you couldn’t create yourself.


Who are your biggest influences and people you admire and why?

There are so many, but the two best influences of my career are my close friends who are also business owners: Doug Martin, Owner of Talent Lab in Kanata Ontario, and Caine Ruckstuhl, owner of Toletta. Just being able to bounce ideas off both of these guys has been monumental in helping my business succeed. I can confidently say that I wouldn’t be where I am right now with the help of these two great individuals.


None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are?

I am fortunate enough to have a beautiful family that is very supportive and has full confidence in my abilities. The pressure to not let them down is a great reason for my success and drives me each and every day.

I’ve even directly worked with some of my family. In the early years of my career, my brother Mark was my business partner and instrumental in helping me navigate the business world.

Lastly, I truly believe that I had divine help along the way. It’s hard to quantify of course, but I’m grateful for all the help God has given me. It’s helped me stay grounded and always live up to my true potential.


What do you see as your greatest success in life?

My proudest success by far is the fact that I’ve put together such a wonderful team here at Parkit360. We’re more than just a team – at this point we’re family!

Every single member on my team is valuable in some unique way. I truly can’t imagine losing any of them. We’re all working towards the same goals and celebrate once whenever we reach one. Every success in our company is not just a success for me, but for everyone. And you can really feel it at Parkit360.

My team is my biggest asset. Everyone is loyal and loves working on this amazing product. When you get a bunch of people together who are passionate about what they do, the effects are significant and team-wide. I invest a lot in my employees and enjoy spending time with them outside of work.


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