3 New Stick Strategies Your Business Can't Live Without A Genius Morning with Alex Mandossian

Every business has two divisions. Pimping and pampering. Pimping and pampering. When I'm at the Genius Network, when I'm at that event on a Saturday morning to bring in new people, sometimes I get feedback saying, alex, you know, you were. You were selling too hard. I don't care. That's my pimping hat. Well, right now I have my pampering hat. Stick strategies are not about pimping. They're not about getting new traffic, and they're not about converting that traffic. They're about fulfilling the traffic. Fulfillment means delivery.

So since 1993, our next speaker has generated nearly 417 million in sales and profits for his marketing students, clients, joint venture partners, and that's on six continents. Best selling author Harvey McKay acknowledges him as the Warren Buffett of digital media because of his unique ability to make money for his students and clients and JV partners. He's shared the stage, like Joe said, with Richard Branson, Larry King, Tony Robbins, Marianne Williamson, Robert Kiyosaki, Suze Orman, Mikhail Gorbachev, the dalai Lama, and two US presidents. And as a virtual trainer, he has over 2,200 hours of training and nearly 4,800 interviews. And as Joe said, they've been friends since 1995. And if you've come to Genius Network anytime from 2007 up till now, you've probably seen Alex run our Genius morning panel, Genius Sunrise panel at the breakfast at the big event that we do. So help me welcome Alex Mendocian.

All right, thank you, Gina. And I'm not going to be using PowerPoint, everybody, so just be aware that you'll be seeing little cards like this that pop up. So if you have me in speaker view, then that will be the best way to go about this. I don't see myself in speaker view yet, Gina. So am I a presenter or are you seeing me full view?

Yeah, we can see it.

All right, cool. All right, well, that's zoom from time to time. So just a couple corrections. I was asked in 2006 to join Genius Network, and I said no for three years in a row with Joe. So I wasn't part of the charter membership. And then in 2017, I said yes. I saw Garrett Gunderson give a presentation. I asked him the day after I saw it, I said, hey, can I do that next year? And so from 2017 onward, if you've been at the Genius Network panel, then I've been pimping out Genius Network, where I paid Joe $25,000 to have a lot of new members come in. So he's got that dialed in. That's called a stick strategy. Friendship. Friendship is a stick strategy. So as it stands, one other correction, Gina. It's not 2,000 hours of training, but 22,000 hours of training since 1993, which means I've made a lot more mistakes than a lot of people. I'm a digital dinosaur. I started. You've heard of BC before Christ. BG is before Google. So I started in 1995. And the most annoying thing is when my students become my mentors. And many of them are genius network members, 100k members as well. So what Joe mentioned was we do have a hidden agenda here. So he didn't say that, but I'm going to say it because there's nothing better than transparency. We're coming out with a six strategy certification program. In 2003 and 2004, we came out with stick strategy secrets. And it's not sexy, folks. Stick strategies are not sexy. It's not about traffic. It's not about conversion. It's about fulfillment. It's not about the fling, it's not about the date. It's not about. It's about marriage. Basically, it teaches you how to be polyamorous in a good way in business with as many thousands of people as possible. Now, it's not boring, but it's profitable. And many people in our information marketing space at Joe will attest they confuse profit with revenue. And Jim do always talks about that as well, who's been a member for many years. You know, they'll do a launch because there's not enough profit to pay for the taxes because revenue and profits are. Are confused. Stick strategies are not about revenue as much as they are about profit. So this is session number one, and I hope it's one of many sessions. If you can see my card, if you can see my card in the chat, just type in. I see it that way, you know, I'll feel good about myself and you know everyone well. I'll speak on my. I do battle with self esteem. So when you give me response, it does pay off. Okay. Because I don't get it for my family, all those numbers, $417 million, you know, and the thing that. That's not. I think it's a big deal. There's no one in my family has ever made over $100,000. None either side. And so that introduction is never set in front of them because I know that I'd be very busy doing a lot of outreach with them. And they still don't know what I do. My mother, Carol, still doesn't know what I do. She lives in Pasadena, California. But here's the point. I did that without scaling. $417 million. I stopped counting then. It just sounded good, so I stopped. But I did it without scaling. There are people in Genius Network that scale like Mavens, and they're really good. But I did it without scaling. And because I'm not good at scaling, maybe I'm a control freak. Maybe I don't want to hand stuff over to other people. I don't know what it is. I don't mind. I mean, I'm a flawed human being. But what I do know is if you do that without scaling, then what makes that possible are stick strategies. And again, it's not sexy. But I'm hoping to make it sexy because many people treat it like the buck tooth, you know, relative that no one wants to introduce anyone to to their other family members. And it's the most profitable division of your company if you embrace it. So, you know, I figured, let me start with a shovel to the forehead. What the fuck is a stick strategy? Okay, that's the only F bomb I'm gonna drop. Tony does it all the time. Tony Robbins. I'm just gonna do it one time. WTF is a stick strategy? Here it is.

Hey, I hope you're enjoying this video. And I want to let you know that I have a new book that's come out. And if you'd like to get it absolutely free, there's a link below in the description. Or you can wait till the end of this video, or you can Simply go to joe'sfreebook.com and you can get a copy there.

I like very simple definitions. I like small words. It boosts profits with zero ad costs. What does that mean? That means ebitda. What does that mean? Profit. Pure profit. No customer acquisition cost. Now, quick story. I'm in Manhattan. I'm living in Manhattan. It's 1992. I'm on a bus going on 57th street to where I live on 63rd street in New York City. And I hear on a cassette tape, now, some of you millennials, there used to be something called CDs, right? It was put in a Sony Walkman. And then before that, there was something called a cassette tape. Now, before that, there's an eight track. That's before my time. My mother still has Barry Manilow eight track tapes, you know, the best hits and all that shit. But a cassette is how Nightingale, Conant and other businesses built their businesses. And I was listening to a Jay Abraham cassette tape, and he said, there's only three strategies to grow any business. These are strategies, only three, because you can get new clients. You can have more purchase frequency or buying frequency. They buy more often, like continuity. Or you can increase pricing. Now, of the three, the funny thing about most business people, the smartest ones I know, they always focus on this one. New clients. And that's the hardest fucking one there is. Actually, that's the second F bomb. Sorry, no more after that, ladies and gentlemen. So new clients is the hardest. That's where everyone goes on. Why? Because they just want to pimp out what they got. But they're putting this pure pH10 water or wine, if you drink into a barrel that's leaking. And then purchase frequency, that's the second hardest. But it's easier than getting new clients. Why? Because you already have the client. You're just getting them to buy again. But increasing pricing, that's the easiest. But of the three, the first two. And Jay doesn't talk about this, and Jay's a good friend of mine, and of course he's been on Genius network stages at the big event and other places. But increasing pricing, that is a mindset shift new clients and purchasing frequency, that is a marketing strategy shift. So get your shit together mentally. Increase your price at a zero. If you have a coaching for 1000 bucks, what additional value could you bring to it to make it 10,000? I was sitting next to someone who is called the sleep doctor just yesterday. His name is Michael Bruce. Dr. Michael Bruce. And Joe knows him. He lives in Manhattan. Used to live here in this area in Scottsdale. And he told me there is a bed for $440,000 and it comes with a doctor. Him. Okay, 440,000. My limit was like, I don't know, 10,000. Now I'm thinking, wow, maybe I was cheap. 50,000 for a bet. $440,000. They sold out the 10 that they made. Beyonce has two of them. Oprah has two. Drake has one. Do those people have any disposable income problems? I don't think so. So if you can increase price, that's the easiest way to make the sales stick because those people have more disposable income. Now, another lesson. February 2022, at the Big event where Joe came back. Talk about his sabbatical, by the way, and I'm not going to say this to embarrass him. He gave the best talk I've seen him give at The Consumer Health Summit, which we were just at for three days with Michael Fishman on his sabbatical, it was off the charts. And if you get a chance to see that talk, you got to see it because it's. It was really well done. I would never say that in public. I'm usually goofing on Joe. I would say that he has hair. Before I said that kind of thing, it was off the charts. That's just like a little sidebar. But I saw Jason Flad, who's a good friend, he's a 100k member, he's on stage and he says, okay, he makes things really simple, right? There's only three things that you do, and these are tactics, though, not strategies. Tactics. There's three things any business does. They get traffic, they get conversion, and they do fulfillment. These are three things they do you want more traffic, more conversion, and better fulfillment? Guess what? People don't focus on fulfillment. Where's the stick strategy? Not with the traffic, not with the conversion. It's with the fulfillment. It's the boring shit that no one wants to do. Okay, you want to bring the Pampers in your company, let's say your support, and we're going to turn those people into certified stick managers for about $10,000 to make you 100k in less than 12 months. You know, that's the promise, but we'll see. I'm just playing with it, right? And the key point is, falling in love with your fulfillment process will boost your ltv. Ltv. So here's a pop quiz in the chat. What is ltv? Type it in. Let's see, who knows. Ltv. Ltv. Lifetime value says Erica. That's correct. You know, after the first right answer, all you got to do to protect your confidence is write the same fucking shit they wrote as the third. Fuck, sorry, that's the fourth. And then all of a sudden, you feel smarter. That's what I do. Right. That's a stick strategy, by the way. Right, so next up, Amazon does not get high LTV via cac. Okay, what is cac? Anyone know what CAC is? Pop quiz. What does CAC mean? Any advertisers in here? What is cac? Customer ac. Cost of acquisition. No, cost of acquisition is coa. CAC is cost. Customer acquisition cost. Right, Customer acquisition cost. What does Jeff Bezos do? I don't believe in his politics. I mean, Jeff has a picture with him in Genius Network, but he does something that no one else does, and that is he doesn't give a shit about Cat he asks himself, what's the most we can spend on a customer to make our competitors go bankrupt? What's the most we can spend on a customer to make our competitors go bankrupt? And then eventually he'll end up either modeling the product, which is called stealing, and do it through his own brand, or he'll buy the company. That's Jeff Bezos, one of the richest people in the world. So customer acquisition costs, you want to lower that, right? Well, not according to Amazon. What they want to do is they want to pay the most customer acquisition costs possible, so they bankrupt their customers. What a great strategy. Maybe you think that is contrarian. How do you do that? Stick strategies. What's a stick strategy at Amazon? Those who bought this also bought this. Okay. Those who bought that also bought that. That's a stick strategy. Reviews are stick strategies. When you see a bunch of reviews, that's a stick strategy. So here's the key point. Stick strategies are about meaningful fulfillment tactics, traffic conversion, and fulfillment. I want you to focus on fulfillment just for the next 20 minutes. And then let's try to make it sexy, right? Let's make the marriage like a honeymoon. Let's make the marriage like it, like a fling. Fulfillment is super, super sexy when you see how profitable it can be. And then you can be like a Bezos mindset. If I can spend more because I have more, why? Because there's no customer acquisition cost. I can spend a lot more because of my stick strategies. Fulfillment will reveal your client journey. What's a client journey? The client journey is every touch point. Every after they say yes. Now I'm going to teach you one meta stick strategy that you know about, you've heard about. You'll say, that's nothing new. Well, true discovery says Marcel Proust. He was French. I think he was a painter, writer. He said, true discovery is not in seeking new landscapes, it's in looking at the same landscape with a new pair of eyes. And that's what I want you to do. You've heard these things. I'm not going to teach any new concepts. I haven't so far. But just looking at it differently, looking through another lens could be life changing. Now there's something I do at my events. And so, like at a Genius Network event. I love this backpack. I gave these away at the. At the panel where we got a bunch of new members this year. Some of you are here. There's something called a pack my bag moment. So what does that mean? Well, some people call it aha moment. Some people call it takeaway. Okay. I was. I'm the son of Carol Mondosian, who I talk about a lot. Been in teaching for 53 years. She doesn't teach anymore, and she taught me one thing is if you could learn something and you could pack your bags and leave the class because that's all you wanted to, you know, hear, you would do it because that's your big aha, right? But you're not going to leave because there's a lot more to learn. And so PMB moment is a pack my bag moment. So what I do is I don't say which of these are pack my bag moments. Instead, I act like Carol and I play manipulative. Here's what I want you to think about. This is a pack my bag moment right now. Are you ready? If you're ready, type in ready in the chat. Okay, this is a pack my bag moment because your company only has two divisions. And thank you for playing with me. Okay, if you don't want to place, no problem. A physical event, if people walk out, even if they're going to the bathroom, it's terrifying here. If they leave, I can't even tell because I'm just looking at myself. So it's no big deal. You can stay or go. Every business has two divisions. Pimping and pampering. Pimping and pampering. When I'm at the Genius Network, when I'm at that event on a Saturday morning to bring in new people, sometimes I get feedback saying, alex, you know, you were. You were selling too hard. I don't care. That's my pimping hat. Well, right now I have my pampering hat. Stick strategies are not about pimping. They're not about getting new traffic, and they're not about converting that traffic. They're about fulfilling the traffic. Fulfillment means delivery, okay? Fulfillment. And if you read this aloud, you can lip sync it if you want. Fulfillment turns touch points into transformational profits. I had to think of two TPS to look smart to you. So there you go. Fulfillment. All those touch points can turn into transformational profits. Every touch point is a transformational opportunity to turn into profit without pimping. Lufthansa is an airline, and they had a new CEO over 25 years ago, and I read it in a book, so I don't know if it's true, but it's a great story, so let's pretend like it's true. There's 73 touch points between the time when someone says hi to a Lufthansa person, airline attendant or someone on customer service. And when they get on the plane and they leave 73 touch points, all the CEO did is make those touch points into transformational experiences. That's it. And everything changed. What is that? That's called fulfillment after the sale, not before the sale. Stick strategies turn fulfillment into high profit generations. What does that mean, profit generation? You know, I know people from Dan Kennedy, Jay Abraham, the late Ted Nicholas, the late Joe Sugarman. They had multi generational students that studied from them like three or four generations. Son, father, grandfather. That is stick. Can you imagine what if you did that seven generations, like a hundred years. Wouldn't that be cool? So I'm going to go buy this very, very quickly in the next 10 minutes because that's all I got is what's the single most profitable stick strategy? That's what, that's what SS stands for. It stands for something else too, but that's over 80 years ago. Stick strategies that can add a zero to your lifetime value. What is the single most profitable stick strategy? That's not a pop quiz because you probably wouldn't know, but I'm going to tell you. And then there's three tactics within that strategy. All right, now everyone should do this and I'm not going to should all over you this morning. You'll get shitted on probably by employees, friends, colleagues, spouses, whomever, ex spouses. But I will tell you it's a good idea to think about this and rework it because what is the single most important touch point along the client journey? Remember, you've gotten the traffic. It could be a referral, it could be online, it could be just being at an event. You converted the traffic they purchased. And remember, your credit card purchase is an intention, gang. It's an intention. You decide if you want to keep them on. How many problem children have you had over over the years? You know, having customers, right? It's all the credit card purchase is an intention. Everything the engagement starts with the stick. So the answer to this question, I believe the single most important touch point along the client journey, we're talking stick. This is the only stick I'm talking about as a strategy. And then three tactics to it, because that was the promise is onboarding. I guarantee if I audited your onboarding, I get paid $30,000 to audit onboarding. If I guarantee if I audited your onboarding, I think you would be embarrassed by the time we're done because there's so many more things you can do for onboarding. Why don't people do it? Me included. Because you're exhausted, getting the traffic and trying to convert, putting your company together, dealing with family, whatever else. And by the time someone purchases, you go, okay, well, onboarding, we'll just tell them what they're about to get and then onboarding becomes an afterthought. Guess what? Design your onboarding first. Before your ads, before your conversion scripts, before any of that stuff. Design your onboarding first. Joe will remember this. Millennials won't even know what I'm talking about. I think Paul Culligan will remember it. There used to be something called snail mail, and, and we used to call it direct mail. And in the direct mail package, there was something called the coupon or the order form. It was a card. It would actually fall out. There were copywriters who were paid millions of dollars, many of whom I know and knew I know them still, but they're not living here on earth. There would be this little card that would pop out and that would be the order card. Well, guess what? People would do the order card last when it was the single most important card in that envelope. So a guy named Ted Nicholas. I'm Armenian, he's Greek, so we're kind of brothers from other mothers. He's no longer living, but bright, very bright guy. Brilliant marketer, multi, multi, multi millionaire. He taught me to make the business reply card, which is called a BRC. Write that first. That way you won't forget the 800 number which Joe Sugarman created, who we lost recently, and also all the other important information when the brc, the business reply card, is an after lot. Well, in the same philosophy. Do your onboarding first, design it first. So you're excited about it, right? It's like the day after you get married. Allegorically. Why not make that like it was the first meeting and your heart is racing and you're telling them what's about to happen and you just can't wait. Right? And every day is a new day and you get more excited because you're going to learn something new about this person. That's what onboarding should do. Now, a guy named Niccolo Machiavelli said the ends justify the means, the end justify the means. Many people have said that. He said it. In the 1500s, he wrote a book called the Prince. I disagree. I think the start justifies the means. Now, in the chat, write down if you're a dog person or a cat person, because I'll learn more about you just by doing that than anything else. And I will disenfranchise half of you because I'm a dog person, all right? See, a lot of dog people. Cat people. Sorry. I love dogs and cats, okay? That's schizophrenic. Okay? We want just one. I want to be decisive. You can't. You can't do both. You can't do both. Okay. Okay. Dog, dog, dog. Good. If you've ever trained a puppy, it determines how that dog becomes a great dog as an adult. The start justifies the means. If you don't crate the puppy, you're fucked, you're screwed. Sorry. If you let the puppy just roam around outside, they'll dig and you'll blame them. It's like a baby. Same shit, different species. If you let the puppy just roam around the house, you don't follow them, they'll chew on the furniture. The point of having a puppy for six months is to do what it takes to make that puppy into a great adult dog for the hopefully the next 13 to 15 years, sometimes longer. So the start justifies the means. And so that is onboarding. You get to indoctrinate them as a stick strategy. How to think, what to think, and why they're thinking what they're thinking according to your culture. Okay, so question. What is onboarding? Onboarding is the first touch after they order, and it should be ready, not an afterthought. It should be ready to go. Why is onboarding so relevant to ltv? Because it's the single most important stick strategy there is. Because, like training a puppy, you're creating, you're sequestering your new client, customer, patient, member, whatever you call them. So you indoctrinated, indoctrinate. You indoctrinate them into your thinking. Makes life so much easier later on. I know when someone has a great dog. I know if they were a great trainer. As you know, with a puppy, it's a pain in the ass. I have two kids. If someone has kids here now, you know that you can never underestimate the power of denial as a parent, am I right? If you have teenagers, you can never underestimate the power of denial. Right. Well, a puppy, it's like they just want to have fun. And that is a new customer, a new client, a new member. I'll call them a client. Just as a catch all term. They want to have fun. So why don't we shepherd them and usher them in the right direction through this amazing stick strategy, which can really make a difference. How does onboarding work, step by step? Well, I'm going to Give you the steps. There are three of them. The goal, though, of onboarding is engagement. A disengaged client is not a client. A disengaged client is not an appreciating asset. I look at every client as an appreciating asset, not as a bag of money, but as an asset. As a friend. I'm an appreciating asset for Joe every year. There's no way, no way I could leave Genius network. Guilt and shame are two worthless emotions that keeps me in. That's a good stick strategy. But, you know, that's by the universe in my own doing and my childhood upbringing, so I can thank my parents for that, by the way. My humor doesn't get any better, so if you're not laughing, it's not going to get any better. And so onboarding. The goal of onboarding is engagement. And the reason you want to engage them, which a stick strategy is Stick engaged. Right? Ply paper stick. Right? You want to avoid BSO syndrome. BSO syndrome. Does anyone know what. Not bs? Everyone knows that. What does BSO stand for? Bso. And by the way, if you want to steal any of these lines, you can. I saw some things. Yeah, Tom, you can steal it. It's yours. Bright shiny object. Bright shiny object syndrome. What's the number one most crippling factor of any mastermind? BSO syndrome. You know why? They don't know how to have a love affair. They just want to fling. And once it gets dull in their mind, it's not dull, it's actually shinier. But they think it's getting dull. They got their own issues. Joe may say addictions, right? And so the way to avoid BSO syndrome. So they go to somebody else and then get confused and then poo poo. Your strategies, tactics, products, services, whatever you have is to keep them engaged. How do you start that? How do you light the fuse? Onboarding. What is onboarding? A stick Strategy. There's over 108 that Joe and I have taught. This is a stick strategy. This is a stick strategy. This is a genius network charger, right? So your laptop is out of juice. You put this in there. This is a stick strategy. This is a $500 deck of cards. Okay? I'm a fractional CMO for companies, and this is a deck of cards. And it's not. It's not a dollar because there's no gambling here. This is where you become the casino. Why is it 500 bucks? Literally we get 400 and not 497 bucks. Why? Because it sounds better than 500. But these are all objections. 52 of the top objections any salesperson will face. And on the back is how to respond. So we train our sales team that way. Is that a stick strategy? Wtf? I'm not going to use the F bomb. You want to see a really good stick strategy? For my. My mastermind, I got them all bobbleheads. So this is me. This guy's Indian. Because when I went to India and I said yes or no, I was waiting for this or this, but I see this instead, right? So this, this is a. This is a Alex Mondosian bobblehead. Imagine you get a bob bobblehead like this and it arrives at your home. That's a stick strategy. Another stick strategy. Let's say we're going to renew for year number two for a mastermind. I have all these. You can't see it in the back, but I have all these journals where every journal is one mastermind meeting I've gone to. So I say, what if I took all those journals? There's over 65 of them. I put them in one. The best ideas, they're in this one. And I have a digital readout of it. If you like it, you got to renew. Okay? So that's a stick strategy because they're already a customer, they're already a client. Another stick strategy is, hey, 100% commitment means all in. I give these all in rocks. They cost me one buck as a premium, and they have it right in front of them when they're writing copy, when they're doing marketing campaigns, and I, they're being reminded of me. This is a wristband that says carpe vitamin. If you know carpe diem, that means seize the day. Carpe vitam means seize your life like curriculum vitae. And this is not any ordinary wristband. This has over $50,000 worth of funnels inside. Marketing funnels. It's a flash drive. So I give this stick strategy after they purchase something that's very expensive, like a 25k something, right? And it can go on and on. So there's all kinds of stick strategies like that, but for onboarding, because if I taught you one thing and three tactics, you'll remember. If I taught you a bunch, you'll forget, right? So three simple steps to onboarding. Here it is. Just answer this question. What is the intention of the client journey? Is it to double profits? Is it to be happier in a relationship? Is it to stop an addiction? Is it to build their own mastermind? You answer that question. I can't answer it for you. So that's the first question you got to answer. And you let them know. Why is the client journey purposeful? Give them the why. What is the head? Why is the heart? Why is it so purposeful for them? Like why will this journey, which you already mapped out, right, not so much. But if you did, then you know how to onboard them. Because you can't onboard without a client journey mapped out. Maybe that'll be the next lesson that we teach. So why is it so purposeful? Give them the why when I say pack my bag moments, I'm giving you the pack my bag moment. You have pimping and you have pampering division. Your stick people are always pampering, always. Your support team can make more money if you turn them into stick managers, which we can teach them how to do. That's like a trial close for a year from now. All right? How can the client journey be more strategic for them? In other words, how can they maximize their client journey? So teach them how to get the most out of what they're about to learn. Maybe it's your curriculum. If you're teaching something in a member's area, if you have nutraceuticals or something ingestible, tell them when to do it, how to do it. If it's about sleep, tell them to put an alarm before they go to bed. I know people that wake up with an alarm, but how about going to bed? Same gentleman, Dr. Michael Bruce. He said all you got to do is wake up each day the same time. You don't have to worry about anything else. That's one stick strategy to get better sleep. So if that guy's been doing it and he knows what he's talking about for 25 years, then that's a good tip. So the onboarding formula is intention. It's like, what is this client journey? Let them know purpose. Why is it so important to them right now? Why is it so relevant? And strategy. How they going to maximize it? How's it going to, how they going to maximize it? Every single onboarding needs a concierge. So you need a person who's a concierge, who's going to be there. Omni buds person, the person who defends them, the good cop. And they need an onboarding concierge. And the, the important part, the important point, going back to what I already said, is when they made a payment, I don't care if it's 50k, I've gotten 100k, I've gotten 440k from one person in Pakistan, a business. I didn't even know what I was going to sell him. I just threw it out there. And he said, yes, right. The transaction is only the intention. When they pay you, that's only the intention, right? So the most important thing is to get them onboarded. And then after you've onboarded them and I'll show you a video, if you'd like, for specific, for another mastermind. And I'll ask Joe if it's okay. But it's the example I have because this gentleman actually put value into onboarding, paid me a lot of money for an onboarding video. It's 19 minutes, it's 18 minutes. And it just says all those things. In fact, it shows these cards as well. There are declarations expected of them to build membership and community. Clients, customers are not members. Members know each other. Clients, customers, patients don't know each other. Maybe in the waiting area, if you're in a doctor's office. But members know each other. Amex, American Express, they have different colors. Membership has its benefits. Who gives a shit about Visa or MasterCard or Discover? I mean, it's just another card. American Express, that's a brand and they charge more money just for the right to charge with different colors. Imagine paying five grand just for the right to charge. What do they have a concierge for? Platinum and black. So here are three micro tactics when people are onboarded. We bring people into a Telegram group anytime they're in a high ticket program for us. We don't go to WhatsApp, we don't go to Facebook because Telegram can edit comments easily. You can't do that in WhatsApp and Facebook. There's too much litter. These are my personal opinions, right? So I love using Telegram for that reason. I have Signal as well, but I don't use Signal because you can't edit. I love making a mistake and editing it, you know, instead of deleting it. So when they come into our Telegram group, the concierge says, all right, please let everyone know, where are you from? This is a new member, right? They're kind of a little bit nervous, not what do you do? They don't know what they do. The smartest people in the world can't even utter what they do. But where are you from? They know that, right? Why are you here? Like why'd you say yes? It's kind of like, I don't know, auto suggestive self talk, you know. You want them to change an identity, right? You want to they. They're now a genius network member, not a participant. And then how will you serve? How will you serve this group? So where are you from? Why are you here? How will you serve? That is, after you've onboarded them, and now they're connecting to everyone else. So first it's one to one with them, and then next it's one to many with them and everyone else. Behavior never lies. So the key to this one stick strategy is only one of so many. If you want to hear more, we have more. But the key is behavior never lies. If you have kids, you know this to be true. If you have an ex wife, you know it's true. Or spouse. And if you have a puppy, you know it's true. Cats, they don't qualify. All right, so stay engaged. And to be continued. That's my call to action.

So we'll go to Joe and then Paul.

Well, what I would say is, first.

Off, Alex, that was fantastic.

So great setup.

And BJ Fogg, I'd love for you to either speak or elaborate on any of the things that you were typing into the chat, if you would like, because you, more than anyone, have a very deep perspective on this based on all the research and things that you've been teaching for years with Tiny Habits. And so I'd love to hear your perspective.

You know, I'm mostly. I'm here to learn.

I mean, I'm always in learning, but.

I don't have anything really smart to add to this. I just really appreciate being inspired. And even the specific tip like telegram. That's great. Yeah.

You know, one thing I really want to just edify you on, which I think is just so admirable. And I would like to think I try to show up with a beginner's mind. I'm always trying to learn, is just, you know, bj, you're one of the. I mean, like many of you know, BJ's book, Tiny Habits, was voted business book of the year by Amazon not last year, but the year before. Right. And, you know, BJ's one of the top behavioral researchers and professors at Stanford. You know, he's just helped God knows how many countless people do amazing things, is the fact that what you just said, you know, I'm in. I'm in learning mode. I mean, so many people are too cool for school, and they're not coachable. And you're. You're always. I think that's why you're very good at what you do, is because you're always trying to get better and learn. And I. I do the same thing when I go to events. I mean, I just try to. I'm a student there and I do my best. So I just want to say that, and I mean, I'm speaking to everyone here, but I just wanted to point that out because so many people in your position are not like that at all. And I think it's awesome. So thank you. And let's turn it over to someone more important than me.

School is never out for the pro. I love it. Paul, share with us. A pro strategy tip you have brought to the table today will do.

I do have to say, though, it was Alex Mendozian who a number of years ago said, dude, we're going down to Arizona to watch this carpet cleaner guy, because if you can sell carpet cleaning, you can sell anything. So thank you, Alex. Thank you, Joe. Yeah, my favorite strict strategy in the world is podcasting, obviously. And here's the thing. Once they follow you, once they subscribe to you, they are yours forever. And subscriptions is an amazing strategy across everything. Subscription on a newsletter is great. Subscription on YouTube's great subscription is definitely a great strategy. But let me tell you something about podcasting that's fun. A client of ours, big name, allowed to share the numbers, but not the name. All things being the same. And of course, things are never the same. But we did a test. He has 13.7 times as many YouTube subscribers as he has podcast subscribers. And when he does YouTube, he takes his YouTube videos, he puts them on his blog, and he emails about his blog 13.7 times as many. Yet when we take that blog content, we make it a podcast. He gets twice as many downloads with three times the consumption because of his podcast. Again, it's in all things being the same, the videos aren't optimized. All the stuff that Evan teaches, stick with it. People stick with it. But subscriptions on podcasting is pretty amazing.

All right.

Yesterday there were 391 downloads of 10x talk, which is going on 10 years. This year, two visits from Ghana. Ghana, the Bollywood and Hindi radio capital of India, gets more music listens than Spotify does. In India, 13 people visited TEDx Talk from Amazon and Audible. There were three downloads of the Envy and Entrepreneur episode from 12, 9 20. There was even a download of episode one from 83 12. Genius Network had 206 downloads only. One from Ghana, two from Genius Radio, which is on the Tesla, by the way. Two downloads from Willing to Fail. A conversation with Brian Scudamore from 81720 I love marketing. Had 3037 downloads yesterday. It was a new episode. So that's why those numbers big 46 of them are from South Africa. Interesting. 3 downloads of the Steve Cypress and direct response marketing strategies from August 2014. Podcasting is amazing stick strategy. But here's the cool thing. Every single person who downloaded any episode across any of Joe's podcasts, across the entire network. I Love Marketing Genius Network 10X Talk, they got an ad for an offer that Joe is doing right now. Right at the beginning, right before they got anything from Joe, they got a quick ad, 15 seconds that told them what to do. So people from listening content from 2020, from 2014, from 2012 got an ad, 3634 ads served yesterday to people who said, I want more Joe in my life. That is the ultimate stick strategy.

Anybody who has a question, go ahead and raise your digital hand. And Alex, in the beginning you mentioned a book and Erica Firenze and I, we missed that. Could you say that book that you mentioned again.

Remind me of the context? Because I was doing a one hour presentation in half an hour. So what was the context of it?

So right at the beginning, before we talked about the three key things and I think it was even before the SS, I got distracted by the SS stuff.

So it was a 15 minute review of a book. It was over 25 years ago, but it was Lufthansa. And you know the lesson from it? The lesson from it, if I can just truncate, the lesson is look at all the touch points that your client, customer, member, patient, whatever you call them, I'll call them client has after the purchase. That's fulfillment. Don't worry about traffic, that's expensive, that we don't know. That's like this glop that Joe talks about. It's amorphous. Could be like 300% of what the revenue from that client would be in the first year, right? Forget about traffic, forget about conversion. That's a moment, that's a close, right? Forget the conversion process, funnels and all that, you get plenty of that. You probably have intestinal fatigue from just listening to all that stuff. It's important. But if you just look at fulfillment, even if you had one client, how many touch points do they have? And then how do you ascend them? Because if you don't mark down and map out their touch points, then it's very difficult to ascend them. And every touch point is a stick strategy to keep them there. Imagine if every single client you've ever had never left you. Would you even be on this zoom right now? You'd be on some island that you own. The fact is they leak out of your barrel. Why? Because you don't have enough stick. Not, not enough issues, right? But not enough stick. If you just increase the stick by 50% geometric growth. Because there's no cost of acquisition. If you increase it by 100%. Just looking at those touch points like Lufthansa did, that's all they did. They just improved each touch point. So every touch point was an experience. What was an event. When you go into a restaurant and they ignore you, that's not a very good touch point. If you go into a restaurant and they welcome you and you go, wow, I'm the only one who exists here. That's a great touch point. Sam Walton used to take a single prop plane over Bentonville, Arkansas, go all over the five and dime stores. He created Walmart with his wife. And he would look for parking lots that were full of cars next to a five and dime store. This is back in the 50s, 1950s, I wasn't born. And he noticed that if a parking lot was full, he would go in and he would spend some time in that store and see what they were doing. Well, he spent more time in his competitors stores than he did in his own stores, the Sam Walton. And before his death, you know, he created all these stick strategies. Like a senior citizen who's a volunteer who, by the way, is more passionate than a paid worker who's welcoming someone at the front door. They don't have that anymore. But those were called welcomers. Right? So that is a touch point. So just like Lufthansa did with their 73 touch points, if you have seven touch points and you make five of those seven meaningful, you'll be off the charts. If you make three of them meaningful, you'll be way above average. So just check your touch points. Don't worry about the words and the ads and. And what your, you know, buying strategy is just going to fulfillment and plug the holes in the bucket and then watch what happens within the next three months. I can't wait to meet you at a genius network event. Just, we want to hear what happened and then we want to certify someone to actually do this for you. So you hand them the training. And this is not a salesperson. The worst person you can have as a stick manager is a salesperson. The worst. You don't have a pimp to pamper. You have a pamper. Warm and fuzzy Kind of like over care nurses are great. Servers at restaurants are awesome. I poach them sometimes for customer service. That is what you are looking for. They are fun to deal with and they don't do it for the money. They don't do it for the money. So it is like going to heaven without the inconvenience of dying. So there wasn't a. I don't remember the book, but that is the point was the number of touchpoints.

Thank you so much, Alex. That is so great. I literally didn't know what your number one was going to be. And I was thinking, okay, he's going to talk about referrals or he's going to talk about testimonials. And I didn't think it was going to be onboarding. So. That is fantastic. That's fantastic. Yeah. And I love you.

Made my day.

Yeah, Yeah. I love the onboarding. Just that whole side of the business, you know. But Adrianne, Adrienne, if you want to come on, I'm. So you shared something in the genius network meeting that we just did last week about follow up and stick with one of your kind of joint venture partners, a veterinary office. They were too busy to do their own follow up and thank yous and sticks. So tell us a little bit about that strategy, how you did that.

Yeah, so it was great. It's been great because we can use one of their challenges, right. To help both of us. And so we go in and ask what is their. What do they do to thank new clients, new patients? And typically, actually almost always their answer is, well, we've had this idea of sending them a thank you note or reaching out to them, but we just don't have the manpower to do that. We don't have the bandwidth to do it. So we said, well, you know what, let us do that for you. So we write a letter that comes from them, but it's basically saying, thank you so much for visiting us. It was really great seeing, you know, Snoopy. As a thank you, here's a gift certificate to two Bostons and then it's a blurb about why they like two Bostons. You know, what, what two Boston's can offer for them and you know, just go in, enjoy this, you know, your first trip on us. And then we put in a gift certificate to Boston's. We sign it with the, the vet's name with their permission, of course. It's on their letterhead, it's in their envelope. But then we do all of the work for them and we pay for all the postage and everything, and we just send it to their new client list, you know, every other week, once a month, depending on what our, our situation is. So it's, it takes care of their challenge of reaching out and being sticky, but it also is a new client acquisition for us. So yeah, we've got lots of, you know, sticky points. We say we, you know, you've got to be sticky and reaching out and also figuring out how they want to be communicated with.

Right.

Whether that's text message or email or whatever. And just simply asking them what the best way is to communicate with them is key.

And Alex said something too about clients and customers versus members. And as a retail shop, it's pretty easy to have transactions and have clients and customers, but your setup is not like that. You have members, your shoppers are members.

Right, Right. So we definitely look at the RMF scores, right. The recency frequency and how much they spend and, you know. Absolutely. Right. Is that it's way easier to get that, that frequency up and get new, you know, customers through the doors. So, you know, figuring out and taking some time to research, you know, this group is different than this group. And if you're willing to spend a little bit of time, you know, to make it personalized, then that actually means a whole hell of a lot more than just doing, you know, a broadcast and an all call. Right. Whether it's the language that you use or literally picking up the phone and calling people. And that's about the, you know, doing real life thank you notes and real life telephone calls is way more than almost any other company in your, in your business is going to do. So I mean, how. Who here has ever gotten a phone call to make sure that their dog's diarrhea was cleared up by, you know, a product that they just bought? You know, that is not normal, but that's what we want is to not be normal.

Yeah. And client lifetime value. That's extending the lifetime value. I see we have Lee Benson and Bill Gerber on and I know, you know, you guys work super closely with your clients to the point of where you guys, when you get a new client, it's like you're part of their family in a way and you're definitely part of their business in a way. When Alex was talking about onboarding, what are you guys doing? Whoever wants to unmute, we got about four minutes left and share. What do you do, Lee, for onboarding? And then Bill after that, what do you do for onboarding? And maybe even Alex, you can then Chime in on how we can improve our onboarding.

Sure. Well, for us it's everything. When we get a new client, we actually go in, we become a member of their senior leadership team and we wear two hats. We're leadership performance coaches installing a methodology to operate their business. But we're also an equal brain in the room with ideas to help them accelerate value creation. And then we usually have three to five additional team members leaning in hard, hard the first couple of months just to shore up everything to make sure it's going well. So for us, onboarding is absolutely everything. And you know, I was curious, Alex, at some point I'd love to hear what are the common mistakes people make because it seems like a lot of clients want the money a lot more than the best result for the client and that ends up backfiring and not getting them the money. So curious, at some point, you know, what are the most common mistakes in onboarding?

Well, I'll answer it right now just so it's nice and fresh. And by the way, with your most important number concept, you actually, it's a bad word, but infiltrate infuse it into their meetings. So I can't think of a better stick than that as well as the software that you have and so you have a built in stick. And for me, the most common mistake that people make with onboarding is they just look at it as an after event of the sale. When for me the credit card charge is an intention, doesn't mean anything, there's no appreciation of asset there. But if onboarding is an event like for example, every training I've ever launched has a glossary of terms. Every training I've ever launched has had a community speaking the language of the glossary of terms. And every training I've ever had has had a concierge that makes sure that there's engagement with the community speaking that language. Well, that's part of onboarding because onboarding is kind of like the flint. I don't know if anyone here has tried to start fire with their hands. I was a boy scout. It's hard, man, it's really hard. You know, I don't know who invented fire, but man, that must have been like a freak accident. Maybe lightning hitting a tree, but like it's hard. But if you have flint and you have a buck knife, you can start one really easy with kindling. That's what onboarding is. It's the kindling that starts and kind of like lights the fuse to that. The mistake people make is they don't put any intention behind it, they don't put any purpose, they don't even design it. They just do a makeshift video in a membership area. The onboarding is start here tab. One of my former students, now one of my mentors, Stu McLaren, who knows all about membership, over the years he taught me that just have a separate tap or start here so they know where to start. So just think of training a puppy. All the focus is on the start, not on the end. What most people do is they try to upsell them with one time offers and things like that. Huge mistake, huge mistake. After they've come on board, now it's time for them to consume and capitalize on their investment. And the big mistake is not focusing on their client journey. They don't even know what their journey is. Why not? Why not reveal it to them in advance? And by the way, one year is five years when I was growing up. So one year. I don't plan anything beyond a year, no way, you know, So I focus on 12 months. I could be wrong, there are a lot smarter people here than me. But I focus on one year and that's my onboarding journey. And I tell them the options of how to continue their education. One final point from me is you can make your employees or team members stick, whether independent contractors or not. Simply ask them. And this is what I've done over the years for under $80. I don't know why I do 80 because it's less than 100. Under $80. What is a non monetary gift that you would really enjoy? I want two of them. So now I get to know their values. Pedicure, manicure, haircut, babysitting, paid for, right? Part of a paid day, all kinds of things. And so I know those two primary values. They have that less than $80. And I don't do random acts of kindness when I catch them doing something. Well, it's like training the puppy, you know, like good boy, good girl, you know, they went in the, they didn't go in on the carpet, right? So they get that $80 gift. And when you give someone an experience and it's tax deductible, they're remembering you. It could be a gift certificate to a restaurant. You'd be shocked what people want. Some people want Amazon certificate and then find out, follow up, say hey, what'd you get from Amazon as a result of that? So non monetary rewards go a long way to have your employees and independent, independent contractors, suppliers stick. And I do it with all of them, even ones who can buy and sell me over 10 times under 80 bucks. You know what's really, you'd be shocked what people want. So that's a stick for your team.

Yeah. Not just stick with your clients, but stick with your team and your vendors.

Okay.

I hope you found that video awesome and useful. So if you want to get a free copy of my book, I want you to click here. And if you want to watch some more videos that will be useful and awesome, click here. Go ahead. You're over here.

Do it now.

Come on.

Thank you.

Watch them.