How To Sell A Product - Sell Anything To Anyone By Doing This

Today, Today, Today. Today we are diving in to something I'm so excited to talk about with you. And we're going to talk about the different marketing strategies that both of us use, because our heart is the same in the desire for impact, but the way we approach things is really completely different. All right, so let's do it. Talk to me about, like, let's just say today you come up with an offer and you need to get it out into the world. What's the first thing you do really quick?

So I'm going to go back a little bit just. Just because I want to position the opportunity we have today. So in today's world, I hear so many people say, oh, it's oversaturated. There's so many ads on Facebook. There's so many people doing things on YouTube, on Instagram. And I just want to rewind when I started, right? This is why this is Odd couple.

Things work so well.

When I started in 98, where were you in 98?

10 years old.

Okay, in 98, I launched my first infomercial in 1998. There wasn't even dial up. Like, it was, I mean, barely dial up. There was no Internet videos didn't play they would buffer for. So it didn't exist. So when I decided I wanted to launch my product, my information product, Tony Robbins got my money off an infomercial like, 10 years prior. And I'm like, that's how I have to do it. I have to do an infomercial. So the difference I want to share for just to stop. Not the complaining. That sounds like I'm being disrespectful. But the thought of, like, oh, it's oversaturated. No, it is the greatest thing that's ever been invented for you to make impact, to target who you want. Let's talk about that. But let's just talk about the infomercial world, right? It's the complete opposite of niche marketing. Yeah, Right. So I borrowed every dollar I could. I got eight different credit cards. I told you this yesterday. I put like 80 grand on credit cards. I took all the cash I had. I sold a piece of property I had cost me a couple hundred grand to film a show, produce it, make it beautiful, build a course, then had to buy a. Find a media buyer to book to different stations. And then they said, do you want to be on CNBC at 5am or 5:30? I'm like, I don't know. And what do I do when they call? And like, I had. Then I had to give, like, a $30,000 deposit for media, then a $5,000 deposit for a new balance.

This is my worst nightmare.

Listen to this. For an inbound call center to answer the phone. And then they said, well, we need your script. So I had to write a script for an inbound call center. And then after they took the offers they wanted to. They didn't even have email. Like, how do I get those offers over to me? And then how do I get it to a fulfillment? How? Like, oh, my God. But I didn't know anything different. Just, like, if someone wanted to go across America in 1900, they took a horse and buggy. They didn't know a car was coming. So the only reason I want to share that is that was like saying, you know, it's just like casting a big, wide net after all that money. Then I had a show on TV that you hoped someone walked by a tv, they didn't skip the commercial. They actually listened to me for 15 minutes, and then they had to go to their phone, pick it up. You talk to an operator for 15 minutes. I just want to say is like, that's all that existed besides direct mail and newspapers.

Yeah.

Today we have. And that's what I want to talk about today. Today you have the ability to go online, and you could target pregnant moms who like Pilates and eat peanut butter and jelly who want to work out at midnight. And there's still like 22,000 of them. Right. So I want you to say, first of all, I'm coming at this interview saying you are at the perfect time in history to get your message, your product, your service out to the exact person who wants and needs it.

Yeah. I mean, it's crazy to even hear all of this because I don't know if I've ever actually watched a full infomercial in my life. And so it is. And. And it's funny, too. I've purposefully not Googled to watch any of yours because I want to know the Dean I know. But what's so interesting to me is when I think about all of the barriers to entry for you and all the barriers to entry for somebody to purchase what you are selling, the fact that you made it doing that is kind of insane, kind of a true story.

And I have to say one thing, and then let's get back to your original question. But infomercials were something I did for 20 years. I still have an infomercial playing right now. Not as big as it used to be, but it's still a $40 million year business from an infomercial. And yes, it obviously was much bigger than that, but what happened was I ignored social media because I had a several hundred million dollars. Like, I had $100 million plus year business impacting lives through infomercials, and I mastered that. And then all of a sudden, social media came like, eh, I don't need that. I'm doing over 100 million a year. Eh, eh. And then one day, a younger kid was 22 years old, and he said, well, who are you? And his dad was like, oh, my God. Oh, my God. And he's like, well, who are you? And his dad said, you don't know who he is? And he goes, oh, yeah. I looked him on Instagram. He's got 5,000 followers. He's nobody. And it literally. That was. I'm paraphrasing.

Yeah.

But he basically said, dad, why are you following this guy? He's got no followers. And I'm like, what does followers have to do? I'm like, oh, that's a whole different generation. That's my business card.

Right.

It's like, you're not anybody. You have 5,000 followers. So it really shifted. And then the part I want to tell you guys is what allowed me to be successful. And I think we should go deeper on this today. Besides, how would I start an ad? Is most people say, are you good at this? Are you good at direct mail? Are you good on Instagram or a YouTube guy? Or are you a podcast person? Or are you an infomercial guy or a woman? And what I realized is I just took what I learned being on TV is to be. And you already know it intuitively is just be the realest version of me. Be authentic. Tell people like it is. If you don't have a good vocabulary, don't use it. If you dress in T shirts, dress in T shirts. If you nurse your baby in the middle of a video, you do it. And people are so craving authentic and real because they're just so sick of the overnight magic things out there that I just took that same messaging. And like, two years ago, we just started on social media, and my Instagram account has blown past. We're over 600,000 people now. Facebook went to a million five. We just passed 600,000 books sold through social media alone. So just took that same approach. And I think that's one of the things we could really share today is hopefully, maybe is I just took an authentic approach, and it worked just as well as I did on tv.

Yeah. So when you think back, because, I mean, infomercials had so many moving parts, and all of a sudden, social media allows you to just go live with hitting a button or, you know, record a story or post an offer. Like, how would you share something now? If today we were like, let's create a $10 webinar that people could sign up for, what would be the first thing you would do today?

So I would. First off, I mean, this is the crazy part, right? I would probably go on Facebook and create a Facebook group.

Yep.

Right. I have a $7 a month mess. Yeah, right. So think of this. You can go online, set up a Facebook group, right? Decide what content you want to put in there, and you could film those videos. Literally a tripod or sitting your phone on something and filming it and upload it to Facebook, and there's already content in there. And here's the crazy part. Even though we're sitting in my studio, we don't really have it set up for fancy right now. We're just filming. But I have a studio. I have cameras that are $40,000 each. The tripods are 10 grand each. We have half a million dollars of equipment in this room. Do you know what my best ads are? Me walking with a phone and going, hey, guys, I just want to share something with you. And I stumble, and my son goes, hey, dad, you get me water? I'm like, be right there, bud. And I finish the ad, and all of a sudden, so think of that progression of infomercial, credit cards, life, like, dedication, quarter million bucks. Or you and I right now, and we should do this on a future podcast. We could start a mastermind on a Facebook group. We could set it up. We could film an ad. We could connect a page, a page that we create through, like, click funnels or kajabi. Connect it to Stripe. We could do all of that before the hour ended in a podcast you and I did. We could shoot an ad together. Yeah, we could shoot an ad together and upload it on Facebook and literally have sales coming in before we were done. I mean, that's where we are now. That could feel overwhelming to you? Of course. Anything new is overwhelming. But just if you compare it. I went across America in a horse and buggy. Okay. You guys get a jet.

Yeah.

And it's a private jet. You know what I mean? Yeah.

It's crazy.

So what about you? You started in a different era than me, so you didn't even know anything different. You're just like, I have this thing, Instagram that Used to be. It used to be like an editing photo editing app.

Yeah. I mean, if anyone scrolled all the way back to the beginning, you would see me actually using it as a photo editing app. There are all these photos of my dogs and nothing was curated. And what I think is so amazing now is that we have this ability to speak into people's lives without feeling that mass urge. And I think a lot of times when you think of infomercials, you're trying to reach the masses, like you said. And nowadays it's like you feel like you're friends with someone. Like, think of someone you follow online that you've never met in real life. And you could tell me about their dog's name or their children or what kind of color their coffee mug is or whatever that looks like. And I think that marketing has shifted in this way of instead of screaming, it's like a whisper. Like, instead of trying to be louder.

It's not a monologue, it's a dialogue.

Yes. And that's what I think is so cool. So to me, it's like I could create some offer, but I want to approach it from a way of like, who is my friend and how would I talk to them? And that's exactly how I advertise such a good. I'll record a voice note to an actual friend and then I'll transcribe that into an email. Like, hey, I have this thing and this is why it would help you. And I know your life is busy and I know this might not feel like the right time, but I really think this could be it for you. And that's my email to the masses. But it feels like it's to one.

Yeah. No, think about the emails that you open, right? You open the emails that are like a friend wrote to you. Like, even with Tony, you know, Tony and I are partners. I looked working with his team right now, all of his emails are so structured and so corporate and always have a. A big banner. And they're HTML.

Yes.

And the subject lines are like, really sterile. And I'm like, that may have worked ages ago, but I don't feel like Tony had anything to do with any of that. Like, somebody in his office went, if you'd like to go to, like, you know, and it's like, I was just joking with this team. Like, if I sent you that email as a friend, would you have opened it?

Yeah.

Right. No. So I love that thought process and I love recording, like, you're telling a friend because it's always the one person.

My mom teaches nursing and she listens to all my podcasts and things. And she was like, jenna, I tried what you said and it worked. And I was like, what? She goes, I changed up my subject lines on my email and I sent one out and said FOMO question mark. And that was the subject line from a nursing instructor. And she's like, everyone opened it. I got more. And I was like, that's because I feel like when we've ever been taught, especially my generation, marketing and sales, it's always been shown at a mass level to us. And so that's what we mimic. So we mimic like the giant brands and we don't really understand because the true people that are mastering selling, you never feel like you're being sold to, of course. And so.

And I think other people get delusion by the term branding.

Yeah, yeah, right.

Like, like, I think corporate America has. I mean, I remember without going to college, but I remember enough that I was exposed to is like branding. Pepsi and Coca Cola.

The logo, the color, right.

Mgm and the logo and the style and get it out to the masses and billboards and the world has changed. Right? Because again, with an infomercial, I was casting a big wide net, traditional branding. You're casting a big wide net and you're hoping people come the world, we're able to pinpoint people. There's so many people, hundreds of millions of people online that you don't have to go after anybody that doesn't fall in with accept exactly what they need. Right. Like in the knowledge business blueprint course, it's like, discover what you're good at. We call it a superpower. But discover what you're good at. And if you have a product or service, same thing. Discover that product, that service, who needs it, who wants it. And you don't even have to step out a little. You could stay in your swimming lane and just go after that person and there's enough for you to be incredibly wealthy. And I don't want to use that term, but it's the truth. You don't have to bring in someone from the left and the right. There's enough right in front of you that already need it.

Well, and I think too, like, when I think about marketing these days, there is such a shift from the corporate verbiage and language and the way they show up to be more personal. I'm seeing giant companies transfer over and I kind of have an interesting look at this because I'm also a quote influencer, which I hate that Terminology. But I get paid by brands to speak about products because they see that if it doesn't have a face, if there's no emotion involved, they're not going to sell. And so it's interesting to see these big box companies be like, we have this great brand, but there's no personality, there's no connection. There's no emotion. So how did you shift your mindset, really, from these big, broad infomercials to have that more direct emotional response from people? Because that really is kind of the evolution of your business when you look at it.

Yeah. So I would think I wanted more results for my clients.

Yeah.

Right. So. And if you really think through that lens, like, I've been blessed to do really well. And this is. This is for the rest, for the next 50 years. It's pure impact. Like, I was put on this earth. I have the ability to inspire others. I want to do it bigger, faster, quicker, and I never want to stop growing. Like, I have zero desire to quit. I will at 100, I'll just fall over while I'm filming. If anybody's still watching me, I'll still film. So what I realized is the way through impact in today's world is authenticity and understanding what their challenges are and them getting to know you. Right. Like, you said something, and I want to. I'll go back to that answer, but I don't want to forget it. Went to. I spoke on stage this last week in Florida, and I'm sneaking to go to the back, and this woman runs over, and she's like, oh, my God, Dean. Oh, my God. And she's like, thank you so much for the knowledge business blueprint. And, oh, Jen is amazing. She introduced me to you. And I'm thinking, she's a friend of yours. And she's like, jenna introduced me to you. And she goes, lisa, you guys are getting married in August. And she gives her a hug, and then she turns to Jeremy. She goes, jeremy, you've been such a big help. And it was just everything I wanted. Like, she trusted you because you give your heart and soul, and you let her feel understood. You two have a connection. She's your friend. And simultaneously, because she's your friend now, she's my friend, and she knows my fiance, and she knows Jeremy because he works in my office. And that gave her the trust to say, I'm going to spend $2,000 on a course with you. And then after the course, oh, my God, he's still here. He's delivering. So what I realized is that Especially this next few generations. They're not buying off of the slick salesperson. They want someone that they know cares. Not pretend, cares not, writes good copy, not has the perfect presentation, but somebody is just like, I'm having a conversation with you. I want to help you. And I knew that I couldn't make a better next level impact. And I have to tell you, when I first launched, maybe some of you watching or listening to me now at first thought this about me. I have so many people say, when I first saw you online, I was like, oh, it's the infomercial guy. I'm not watching him. And I have to tell you, when I first started, I may have been like too, because I've been on TV for so long, like, everybody did, like, and it's, I'm off, I'm enthusiastic. That's not like a hi. I don't do it on purpose. You know me behind the scenes, I'm always running around like this. But what I realized really fast is I want them to get to know the real me. And we just watch things change and people now comment. I first saw you this, thank God I listened. And now I'm listening even more. I've read to thousands, and I suggest this to anybody. If you don't have a following, find a niche similar to yours and get in their groups, get in their funnel, read what they're saying. Because if you want to learn how to market, people will tell you what they need, what they're afraid of, what they desire. And now I just want to. I want to keep solving problems, and I want to do it in a way where people know I truly do care. And that's an unfair advantage you have.

Yeah. Well, I was just going to say is like, it's funny, when I first was, like, talking about Dean all the time, and I was like, oh, you guys got to go check him out. And I was like, just watch his stories, because his stories are where you see Dean's heart. And I feel like as marketers and entrepreneurs, we are constantly having to learn and grow and change and evolve and. And I feel like the people that don't and aren't willing to do that work, they don't grow. I mean, I look at the way I used Instagram five years ago versus the way I use it today, and I've shifted and pivoted and changed and tried different things. And what I think is so interesting about the Internet nowadays is that we want to be able to place people in their lives. Like, if I can't Imagine you making coffee in the morning. I'm not gonna buy coffee. Cause you tell me to buy it. I need to be able to imagine like, well how does this fit into her life or his life and how can it fit into mine? And I feel like the way that we're selling now is through the way that we're living. Like we're not just selling products or services, we're selling lives like lifestyles. And I think that social media gives us this ability to like welcome people into the lifestyle and then be like, if this is what you want, here's what will help you get there.

Yeah. And. Oh true. And you lead with kind of imperfect.

Yeah, right.

I mean that's your. And but that's so real because we're craving it. And so I really geek out on this stuff because especially. And I'm going to tell you this little story and I don't mean to dominate this, but this is something I like to talk about because I think it could really help people is in infomercials. I really had to understand the and this is America, if you're listening from anywhere in the world. But I'm telling you with America, I had to really understand what America was feeling as a whole. I couldn't go on social media and go into Facebook back office and say I want to run an ad only to 45 to 65 year old women who want to make like I couldn't. I had to cast a big net. So I obsessed. I had the number one infomercial for many years in a row. I obsessed on what was America thinking. And I came up with this silly analogy and I want you guys to think about this as you go through and start marketing to really understand where we are. Because it'll help really. Like the kickoff will be huge. Is I looked at it like the Titanic. Okay, Everybody knows the story of the Titanic when the economy is going good. So let's just say in year 2000. It was a long time ago, but I'm using that as an analogy. The Titanic, it's parked in London. It's the grandest ship in the history of the world. It's the biggest, it's the fastest, most luxurious. That's the economy going up. Everything's aspirational, everybody's excited. I'm gonna get on this ship. I'm gonna go to America. We're getting there faster. I'm going to eat gourmet food five star. I'm going to stay in this suite. It's like the economy's going up, all you need to do is talk about how amazing the ship is, right? But then, like any economy in that ship, unfortunately, it hit an iceberg right when it hit the iceberg and the ship was sinking, no one cared about first class. No one cared about the fastest ship or the food. They cared about survival. So when people hit the water, the only thing they cared about was life preservers. So think about this in your marketing. This is literally an exercise that I did is when it was aspirational. I talk about where you want to go, you want to go. You want another. You want the guest house or second house or the Hawaiian home or the second car, or build a gym for your husband like that. But when the economy crashed like it did in 2007, and this was. I was on TV in 2007, people weren't talking about that anymore. In fact, conversations at dinner tables when they went out with their friends were like, oh, my God, I got to file. Foreclosure. Foreclosures were every third house. In some cities, it was every one out of three houses. Bankruptcy, all time high. At first, that was embarrassing, but then it became normal. So, anyway, the reason I'm sharing that is when it was, the economy was booming like it kind of is now. We're on the cusp of a change. It's aspirational. Talk about tomorrow. But when the economy crashes, I. I felt that of America. And my whole infomercial strategy switched. And instead of saying, cause I was in how to make money with real estate, instead of saying, hey, buy houses, do this, I was like, hey, I want to show you a way to be secure. I want to throw you a life preserver. So think of. Right? So now I was aspirational. Second house. Now it's like, let me give you a life preserver, because we're going down, we're sinking, and I'm the guy that throws out life preservers. And my competitors were still selling speedboats. They were like, oh, let's get rich and be like, rich. My father's going through foreclosure. My cousin is, and I think I'm next. Life preserves. But then I realized, as the economy changed, and this is just in my industry, as the economy changed, people got complacent, and they got used to being in the water. I'm like, I guess it's good enough. So then my marketing switched to kicking. The way I do is I want to kick complacent people. I want to be like, are you crazy? Like, I wanted to shake them. Like, yes, we Had a tough time, but it's starting to turn. Get on board or you're going to be left behind. My marketing shifted again. I outdid my competition and then the economy went back up and I was back to aspirational. Now, I know that's a big scale, but what is the people you're going after. Yes, you can target exactly who you want, but what are they feeling? Are you selling a money making product in a down economy? Are you selling how to get thin again after someone has a baby? Or is it before, like all these things come into play? And if you can live inside their head, if you could enter conversations they're already having, you have the unfair advantage in today's world to target your ideal person and then read a thousand of their comments and then target what they're thinking. Because you will win 100% of the time if you enter conversations they're already having. And what I see so many people do wrong is they try to invent a new conversation. They try to invent. I know you and your husband could go to another level if you do this and like, in your head you're like, we're freaking good. Like, don't mess with what I got. Don't try to give me your conversation. But if you're thinking, I wish we guys, Drew and I had more passion after the baby's born, then that might be a conversation you have. And somebody could enter that and say, oh, we found this great way. Does that make sense?

Yeah.

I hope I explained all that right.

No, it does. And I can tell you the conversation my people are having right now or thinking through. And I think this is what's so cool about the way that we approach marketing. And the difference is we sold the same program, right? We both sold kbb and we did it entirely different. Because what was happening and what I was like analyzing the whole time is I'm like, okay, like Dean and Tony, they're like, name dropping these names. We're like googling who are these people that they keep talking about? And then they're saying numbers. And I'm like, my people, they just need like $100 a month. And it's so interesting because I think too, it's like, what's so cool about the differences between us is like, you've been doing this for so long and you've seen these like, crazy results. To me, I can't even wrap my mind around $100 million. I can't. Like, to me, my people, like, $50,000 is like the thing and when we were in Puerto Rico, one of our friends was talking about how he had asked, like, a hundred different people, like, if you could have one thing in the world, what would it be? And they said, a million dollars. They couldn't even think past that. Like, that was the thing. And so what I think is so cool is like, as you're talking, I'm like, when we can enter different. We're entering a conversation on the same topic from entirely different entry points and hitting two totally different audiences with the same product using totally different methods, it's like, so cool to me because I feel like my people, when, you know, when we can say my people, because we know them so well, when we know what they're thinking, what they're anticipating, what they're gonna call us out on.

What they're saying, what they're afraid of.

That'S when the magic happens. So it's so funny to me, like, some people like, some of the names you say. I'm like, oh, shoot, I gotta go Google that person. I don't even know what that is. And then it's like, some of the things I probably reference. You're like, what? We were talking about K pop yesterday. And Dean's like, what is K Pop? I was like, this is what's the magic that's happening right now.

Here's the thing. It's a prime example, because what the decision I had to make doing this with Tony is we had your audience and Ed Mylett and Brendan Burchard and Ethan Willis and so many other people. We had people from the fitness world. We had that made over a half a million dollars a year. We had people that are just starting out. And for me, I have to look. I had to look at this big, wide ocean and go, I'm picking this lane down the middle.

Exactly.

That was because we did something on a mass scale. But the cool part is, the reason you make such an impact, the reason you bond with people, is because you knew exactly where your clients live. And most people don't. And I don't care what anybody says. I've consulted and got paid stupid amounts of money for a day for a company doing a half a billion a year, and they want to go to a billion. And they had no ide who they were serving with. Like, I'd ask, why would you send an email like this? It's like, well, it was a discount on a product we had. But why? Like, I don't know. I'm like, who writes this? And it was like, they didn't know who wrote it. They didn't know why they wrote it. They didn't know what they need. They had a list that you and I would dive for, like, millions of people, but no dialogue, no relationship, and no understanding. They just were so big and pushed so much out. It was like, if you throw enough crap against the wall, something sticks. And we made tiny shifts of saying, why don't you not just act like you care? What if you guys had a new philosophy of a company that you really did care.

Yes.

And I didn't mean to be rude, but I was like. Because to me, it doesn't seem like you care. It's all about the numbers. But what if your numbers grew when you really did care? And when you care to someone, what's the number one thing? Especially as a woman, and I've read a million books on this, and I'm in the best relationship in my life because I've grown as a man, and I know my fiance. And if I do one thing above all else, Bonsas. Let's listen. Yeah, but above all else, like, even sometimes when I'm like, in the first three seconds, and I know it's cliche, but in the first three seconds, I'm like, oh, my God, I could solve this right now. And I literally will sit there and be like, I did that in my last relationship, and that didn't work out so well. I was like, okay, I got that. What's next? Like, that's how I would always feel, like, I can fix that. Okay, what else do you want to talk about? And I couldn't understand it, but that's. Your clients. Like, you do that so well. And I continue to push myself to. All you gotta do is listen. They'll tell you their fears, tell you their desires, and if you can ethically solve them, game changes.

Yeah, well. And I think, too, nowadays, I think especially people in my generation that have grown up with all this, they're so fixated on the numbers that they forget that each number is a human being. And so it's like, to me, what I preach is if you have one follower, you're an influencer. And I feel like this generation, especially on social media, it's like that kid where he looked you up and he was like, you're nobody. You have 5,000 followers. We're gauging people's popularity and success and all of this, and it's like, we need to be using our influence now. And what I think most successful people have done is they built their audience, their Business, everything, brick by brick. And as you're laying each brick, you're getting to know it and you're listening and you're understanding. And people now are walking in. I was at the coffee shop the other day working, and there's two college girls sitting next to me. And I was listening to their conversation. And one was just complaining about entry level work and how she just wishes she could walk into a company and consult with them. And I wanted to turn to her and say, you are so entitled. Like, do you know what these people have built? Do you understand how they have put this business together? You don't walk in. And so it's like you guys see chapter 20 when you missed all of the beginnings. And so with marketing these days, I feel like people want to be on this fast track when I think the real true solutions is that slow grow.

Yeah. And just picture I always use the analogy with my team is planting apple trees, right? When you plant apple trees, it doesn't produce fruit for four to six years. Think about that. You're hoeing up the ground, you bought land, you cleared the trees, you bought the little apple trees, the sapling, you have to dig hole, you have to water them, you have to fertilize them, you have to mow the lawn, all that stuff and nothing. But then five years later, those trees will produce fruit for 50 years. And if you look at that, that's the difference of who makes it and who doesn't. It's incremental success. It's one little piece of time. So I got a question here for you. What does. And maybe this is just. This is kind of my turn, but I'd love to know without. You've never heard me talk about what is marketing stamina? What is that stamina part? What does that mean to you? If I just say marketing stamina, for.

Me, it's not throwing in the towel for things that don't work, but it's like dissecting everything. So for me, I have told people this before, but I am obsessed with numbers because in a world where I'm very emotional and heartfelt and intentional and authentic, numbers to me give me clarity. And so numbers aren't saying success or failure. They're giving me the experiment. And I am like an experimenter at my core. And so I am constantly refining my marketing so that one, it doesn't feel like marketing, but two, when I'm selling, it actually feels like I'm serving. So I look at everything. I teach this as well, like serve, serve, serve, Serve, serve, then sell. And that sell. If you served well, that self feels like a service, you know?

Exactly.

And so, yes, stamina is, like, day in and day out, like, analyzing, assessing, and mixing in with, like, the emotion. Like, not losing. Because I think a lot of times people remove the emotion from marketing, whereas, like, if you really care about what you.

The motion needs to be in it.

Yeah.

Well, to me, what a perfect answer. And it's great. That's why you're successful. But so think about this. I'll watch somebody write a book and take a year. And that takes a lot of stamina. Like, I love this chapter, but I threw it out. I had a ghostwriter. They screwed it up. I ended up rewriting the whole thing. Oh, I stayed up for two weeks straight. I stayed up till four in the morning. And, like, they'll go through all that and have all this stamina to finish the book. And that same person will say, oh, I tried a Facebook campaign on my book. I tried it. It didn't work. You can't sell books online. I'm like, how many did you try? It's like, just one. So they'll have the stamina to create it. And then when it comes to marketing, they try one ad or one landing page or one video. They sh. It doesn't work. That means the Internet is broken. And I just want to encourage you and say, like, everybody listening right now? It's like, if a plane crashed, and I use this all the time, but this metaphor sticks in my head. If a plane crashed, you wouldn't question the aerodynamics. You wouldn't say, oh, no, it's a half a ton. Of course it can't fly. You know, aerodynamics work, and planes fly. So when your ad doesn't work, the girl that was just on the training, the live group we did with your people, she launched a campaign that had crickets. And she's not. She seems amazing, but if she said, oh, Facebook doesn't work anymore, it's not true. It's working for you. It works for me. I spend hundreds of thousands of dollars every month on Facebook. And then Instagram and YouTube. It works every single day. So whenever an ad of mine doesn't work or a page doesn't work, or an email bombs or a campaign dies, I don't say planes don't fly. Marketing doesn't work. Marketing works. Planes fly every day. There's marketing happen every day. That means I have to adjust my. Who I'm approaching or I have to adjust the message I'm sharing. And I'm going to adjust it not once or twice or five. I'm going to adjust it until it works. Not like, I don't say, oh, my God, I tried seven times with that video. Throw that campaign out. It's like, no, marketing works. This product is great. I am going to have the stamina to keep trying headlines. I'm going to go read a thousand comments. I'm going to find my competitors and find out why the hell they're working and I'm not. And I will take the stamina. Stamina. And I don't quit. Because you know what, and you've been here. Have you ever had something not working, not working, and you make one? Sometimes it seems stupid. Yeah.

It's like punctuation.

I change a headline or. And all of a sudden it's like your team's like, oh, my God, boom, it's off. And then that's proof of concept that the stamina is worth it.

Well, I think too, nowadays we love to say, oh, the algorithm screwed me, or Mark Zuckerberg made a change, and darn it, it doesn't work anymore. Facebook is dead. Or Pinterest doesn't work. And if you're not willing to pivot, like, you are building things on borrowed land. Like, social media is borrowed land is borrowed land. And if you're not willing to follow the land's rules and believe that it can work for you, then you're never.

Going to make it.

And so it's so interesting to me as someone who teaches social media to people. Like, when I think about, like, well, how do I need to sell to them? It's all about mindset shifts and proving that the algorithm didn't screw you. In fact, it's going to help you. And. And this is how you're going to actually convert these people. And. And so it's so interesting to me because I feel like we love to play the victim mentality of, like, why this can't be for me. And it's like, no, shift it. Like, here's why it can work for you.

And I think it just. It's funny you say that, because I remember 10 years ago, they called it the Google Slap.

Yeah.

People were doing Google AdWords, and Google AdWords change it, and companies legit went out of business. Like, online marketing's dead. It's never going to work. And I'm like, oh, my God. Like, it's always. I love that term. It'll be stuck in my head forever. It's borrowed land. But if you know if you understand the conversation going on in the prospect's mind, if you target the right person, if you truly care, it doesn't matter the shifts in the algorithm. It doesn't matter if it's Instagram, Facebook, YouTube, TV, direct mail, newspaper, telephone, it's all the same. Like, that's the part I wanted to get across. It's all the same. Once you truly care and follow that same model.

Yeah. And I think today people are so overwhelmed because they see people that are showing up on every medium and it's like, I don't have the bandwidth to do that. It's like you can own your space and start there and soon that's just going to be a well oiled machine and then you expect expand. And so I feel like a lot of people today, they like see what they want, but they're like, I can't create content for that or I can't sell that. And it's like, dude, slow down.

They're trying to do all of. Stay in your lane. They're trying to do all of. I see everybody and I'll just give you guys a little behind the curtain. When we decided to really learn how to sell a book online, I sold millions of books on TV, but not online. We had consultants come in about YouTube, about Instagram, about Facebook, about LinkedIn, direct mail pages, affiliates, native ads. And I was getting overwhelmed. And literally we're looking at all of them. I paid consultants to come in for each one. They were on a whiteboard like this and they were just lined up and I was like, oh my God, it's too much. And I said to my team, literally one day we're sitting down, like, we're gonna master Facebook. Forget all the other ones, guys like, no, but I'm like, we're gonna master Facebook. And we were selling 20 books a week and couldn't. 50 books a week, 70 books a week, 100 books a week. And we went weeks. And my team's like, I just don't think it's going to work. I don't think it's going to work. And I have this obsessive marketing stamina mindset. I'm like, no, it works. It works for my buddy Brendan. It works for Russell Brunson, it will work for us. It's like, yeah, but you're not selling money. Like millionaire success habits doesn't teach people how to get rich. My book, it teaches people how the habits that wealthy people have, right? So it wasn't this, buy this and you can make money. It was Just like habits. Selling habits isn't easy, but we kept going, kept going, and literally, we made two tweaks that took us from, I'm not exaggerating, a hundred books a week to 5,000 books a week within two weeks. And we stayed at 5,000 for.

What were they?

For a year. What were the. Just shifts in the messaging, Right. I was talking about millionaire success habits one way, and then I got this groove of, like, listen, how many magic money machines are you going to look for? How many times you going to look for the course and buy it and stick it on the shelf? Do you know what's missing? And I believe this with all of me. It was so authentic because it's the truth. It's the habits that you have that if you change your habits, then you don't have to go from course to course, opportunity to opportunity, right? And I started talking about going upstream, going upstream, going upstream. And that messaging got more clear to me, and I changed my headlines to fit that, and I changed the sales page to fit that. And all of a sudden, the three tweaks lined up, and it was like, game over. Like, we did 9,000 sales one week just on Facebook.

You know what is crazy, though, that we can't forget is you just gave me, like, such a big takeaway like, an hour ago. And it makes me want to go through all of my marketing, because I think of marketing, and it's been very clear, as we've talked, that we are motivated by different things. And so I'm motivated by the possibility, and you're motivated by, like, the escaping the possibility of pain.

Yeah. Yeah.

And a lot of times, as marketers, we market in the way that we want to be seen and heard. And I was like, if I could write two campaigns that sell the same thing. One for the people that need to see what's coming, what's possible, and one for the people that need to see that they can get away from this pain. I could sell double.

Yeah, absolutely. I would bet to say if you look at your best converting ads or sales videos, I bet to say you're gonna look and go, oh, my God. It's all aspirational.

Do you know I don't have a single sales video?

That's awesome.

I've never made one in my life.

So it's all copy. Yeah. That's amazing. But even in your copy. Yeah. You're gonna look and see that sometimes if. Because. And I learned this. Oh, my God. I just remember his name. Wyatt Woodsmall. Wyatt Woodsmall. Consulted for Tony Robbins for, like, 15 years. And he taught Tony that some people are. This is his terminology, not mine. Some people are move away people. And some people are moved towards. That's all created from Wyatt Woodsmall the whole world talks about now. It all came from him. And what he meant is some people will buy or make a decision because they want to move away from pain.

Yep.

And other people. It's stick and carrot. That's the stick person. And other people make a decision because they want to move towards pleasure. Right. You're move towards pleasure. You're the carrot. Like, carrot. I want it where other people are. I don't want the carrot that overwhelms me. I just don't want this pain. So if you have marketing and you're just talking about, hey, once you have this and you can have the freedom, get rid of the job, buy the house, Half the people, like, hell yes. And the other people are scared of it. You have to also say, but what if you don't take action to it? What's gonna be different in 5 years? How are you gonna feel when you look in the mirror five years from now and you're not in shape, or you don't have the money, or you're not in a good relationship or you feel alone or you're stuck in that job? Like, how's it gonna feel to be left behind or miss out? Then the other half, like, oh, oh, I can't miss out. Right. And so many times I'll see an ad, I'm like, that ad's been on for a year. It's completely aspirational. That person could double their ad spend if they added the pain of inaction. Remember that? Pain of inaction. Half the people need that.

I love that. And I think that's such a good takeaway. And I think what's interesting too, and I would challenge you is like, follow Dean and I because we're doing similar things in different ways, different approach. And I think it's so cool because I just think that what's so interesting to me is, like, I'm always analyzing marketing and language and, like, I mean, even with friends, like, when I'm sitting down, I'm like, what are you. What idea are you selling me right now? Or, like, what are you trying to get me to take action on? And I think that what's so important when you start to dig into marketing is don't tune it out. Pay attention.

Exactly.

I think our generation, especially, we've gotten so good at fast forwarding through commercials. And, you know, when we see an ad, we scroll past it and things like that, and it's like. No, like, start to pay attention. Because the more that you start to pay attention and start to understand or dissect or remember, reverse engineer, the more that you can start to figure out how it is that you want to show up to make people take action and change the world.

Yeah. And I think that. And I've said this a lot. If anybody knows me, they've heard me say it. But if you build it, they will not come.

Yes.

And it's a really. Like I said, I like the airplane fly. Airplanes fly. I love thinking, if you build it, they will not come. Right. That was a Kevin Costner movie called Field of dreams. Probably 20 years ago, he was about building this baseball and this baseball stadium, and his dead dad would come and play, and he kept hearing these voices. If you build it, they will come. And I believe most people in business think that's everybody else. But if I write my book, if I build my course, if I create this invention. Oh, they will come, and they won't. I'm sorry. I've been in business for 30 years. Every once in a blue moon, something goes viral on its own, and everybody focuses on that one thing, and they miss the 5 million other people who wrote a great book, created a great course, had the perfect mastermind, had the perfect product, thought people would come, and they didn't. So marketing, if you want another level of life, marketing and sales, what we talked about today is the oxygen for growth. And when you love what you do, when you enter conversations already going on in people's minds, if you care about them, selling doesn't become selling. You're providing a service to enhance their life.

Yeah. And that's. I mean, that's the moral of the story is serve, serve, served. So that when you sell, it still feels like serving.

Yeah. This was fun.

I hope we served up something good today.

Yeah, me too.