Cut Through the Noise: Why Your Mom Has a 100% Open Rate with Joe Polish and Dean Jackson - I Love Marketing Episode #481

That's right, no expenses spared to bring you into I Love Marketing with Dean Jackson and Joe Polish. Today's topic is marketing wins and roadblocks. We've been taking questions from the audience submitted in. John Toomey, Amy, and Sohn on his team who say, thanks for doing this, Joe and Dean. Our team has a massive increase at income due to two of your strategies, Joe's what's in it for them and Dean's 9-word email. We provide equipment and services for oral surgeons, periodontists, proth— and other things. We adjust our LinkedIn message to say, among other things, what would move the needle from your periodontal practice? And built a whole marketing strategy around that and the various concepts associated with what's in it for them. It was a game changer. For those listening to I Love Marketing, you can go deep into search and find out about the 9-word email. That's a past episode. You can find about what's in it for them. Not only is it episode content, but it's Joe Polish's book. A lot of great content about there. But here's the question. Then we applied the same concepts to our Hero Awards, and I saw it get the number 1 page on Google for the team, even though others have used the same words for 100 years. All thanks, you guys. Keep up the great work. Oh, look at that. That's just a thanks. Well, that's a win. Great.

Well, let me say to this, though, you know, that's how you actually get value is you apply something. I don't know if it was Emerson said that, you know, you ask for a new idea when you haven't used the first one that I gave you. And so, oftentimes, people keep searching for what's the strategy, what's the strategy, what's the strategy. I cannot tell you, Dean, how many times we have sat in live groups, seminars, whatever. Someone will come up to the mic and they'll say, "I did the 9-word email," as an example. It could be anything. And I sent out, you know, less than 100 and ended up generating all this business and all this sort of stuff. And someone else will come up and say, you know, I haven't learned anything here today, like, what can I actually apply? And it's just like, huh, I wonder why people hear certain things and other people don't. That's always the mystery, right? You know, why does someone get it and the other person doesn't? But I think it has everything to do with, from what vantage point you're listening to, or the worst is thinking you're above any of this "marketing stuff." And the only thing you should be above is when any of the marketing is unethical because certainly, I see people all the time that do things that are effective but they're not ethical. And so, effective is— how do you measure effectiveness? Yeah, you can maybe sell something to somebody but then leave them pissed off. You might have their money but you don't have their trust. And so, marketing is when you not only get the money, but you also get the trust, you develop the relationship, and people are happy with it because people love to be sold. They hate to be pressured, but they love to be sold in the right way. If you're sold in a way that feels like you've been taken advantage of or you've been pressured in such a way, that's not very effective marketing. You know, real marketing from my— My perspective of what real marketing is, is always leaving the client in a happy client experience, not in a worse situation. And it also repels some people that are incapable of being happy, because I don't want to be remiss in knowing that every single one of us have had unreasonable humans that have become clients that you could not— there's nothing you could have possibly done to make them happy. And there are a small percentage, just like there's a small percentage of the population that are sociopaths and psychopaths. There's a small percentage of people that their entire existence is waking up every day and being a predator to figure out who they can take advantage of. So, that's why it's even also important in your marketing to attract who you want and repel who you don't, even though there is no perfect system. So, yeah, those are my thoughts. Anything you want to share, Dean? If not, we'll go to the next question or comment.

I just love that 9-word email—just asking that question so outwardly focused, you know? Dr. Joe Polish Polish Polish, what would move the needle for your periodontal practice? That's a pretty great conversational thing, especially if you're doing it on the back of starting a conversation with somebody or in response to them starting a conversation, being and appearing interested in their outcome. Not in just pushing your solution. You know, I think that it's so much better when people are leaning forward.

Dean, are you saying a way to cut through the noise is to cut through the noise? Yeah, yeah.

Well, what cuts through the noise is that there— everybody's perfectly tuned in to WIIFM, what's in it for me. That's the favorite radio station. So if you come in with a crystal clear signal that they pick up that, oh, this is something valuable for me, that's much more, you know, you can whisper that, you can whisper that kind of thing and people will pick it up.

So the very direct strategy of the 9-word email is a great way to cut through the noise. And then this question goes well together with this. We'll make this an episode of the audio version of this as well. Rocky, who is Genius Network. Rocky, we love you inside. Thank you for being part of this. What he says is very true. Marketing's carrying more of a sales load than it ever used to. And we want your take on which channels are shifting, SEO, AIO, digital versus analog, and where are the buyers actually spending their attention now so that we can cut through the noise? I see a lot of themes in what you've been talking through that. So we have these noisy areas. Digital and AIO and SEO, but where is the audience looking and how do we leverage that data to cut through to the noise? Cut through the noise. Yeah.

And by the way, Rocky, do you want to say anything to that? Unmute yourself.

Oh, look at that. Rocky's here. Hey, Rocky. Hey.

No, I think it's just there's so many opportunities out there and you have limited time and money. So where do we kind of go? Where do we spend our time and how do we do that the most efficient way? In cost-effective way.

Yeah. So, Dean, if you could tell him exactly what to do and how to do it, so in case your advice is really bad, at least I won't be the one to blame for it. Okay, fair enough.

I think, you know, I think it goes down back to— this is a perfect example— is, is what is your signature result? You know, do you know the thing? It depends, right, who you're There's two parts.

We give them what they want so we can give them what they need. Sure. And so there's that, that back and forth of it's hard to sell them what they need. It's easier to sell them what they want. I work with business owners. What they want is more cash in their business. What they really want, though, is what that cash does for their business. And so It's also describing that in the right way to be able to land better, I think.

Okay, let's— no, this is very good though. And by the way, Dean, I want you to keep on the dialogue. I'm just interjecting my ADD interruptions for no other reason than it's— so yeah, it's very like if you take Genius Network, what I sell, what the hell do I sell? Do I sell masterminds? Do I sell groups of people coming together? No one wakes up every day and says, you know, I really need to join a $35,000 or $100,000 $100,000 a year group. I mean, you know, and most people wake up every day hoping they don't run into anyone trying to sell them anything, right? So, the thing though is that what I really want to help is high-achieving, successful, ambitious entrepreneurs reduce suffering, reduce suffering of their own minds, their own addictions, their own ambitions that have taken them. But that's very hard to market. You know, no one— like, hey, what's the headline? You want to reduce some suffering today? Come and join the, you know, so, people want money. They think money's going to solve. That's one thing. But, you know, Genius Network, what is not a, like, the whole thing's not on how to make money. As a matter of fact, it's how to build a better entrepreneur in the area of health, mental and physical wealth, not just making money, but not losing it, which, as you know, are two different skill sets. And what I call ELF, easy, lucrative, and fun. But there's a lot of different ways that we have to message that and we have to convey that and we have to deliver that. So I think everyone here, Dean, that, you know, I'll tell you, there's a bit of a downside of being a very caring person. As weird as this is going to sound, and this is my opinion, that this is not gospel here, that many people can poke holes in what I'm saying right now. If you are genuinely concerned about making sure that your clients get a world-class experience, some person that has no empathy whatsoever can just come in and they don't give a shit. They'll just say whatever they need to say in order to make a promise and, you know, get people's money. So, part of it, I guess, for my question to you, Dean, to follow up with what Rocky's saying is how do you, out of all of the different ways that he can deliver value to his clients, what are ways to think about getting into the emotional engagement that's going to cause someone to pay attention first so that you can then deliver what it is that's going to ultimately help, sell them what they want, give them what they need. How do you sell them what they want while also giving them what they need without it being like a bait and switch?

Yeah. More cheese, less whiskers is what you're saying. Yeah, exactly. The thing, right, is that you don't need to convince a mouse to try some cheese. It's making it every day, if you can offer what you're doing as cheese, that's an amazing thing. So getting clear on the outcome that you're able to produce for people and aligning it is an amazing thing. I just want to be clear that when I say, when you and I ask people the question, what would you do if you only got paid if they get the result? And then I often say to people, you know, what's the best thing that you could do for somebody if they would just get out of the way and let you do it. And Rocky said that same thing, that he knows what they need but feels like he has to sell them what they want. And in the reality is, if you— if they were just to listen to you and to, you know, let you guide them and create the thing that I feel that you believe that they're going to have a better outcome than just focusing on a tactical thing. And I feel that same way about the question that you're asking. The question that you're asking of how do you break through or how do you get through to people is again, how, which mountaintop should I stand on and shout my message that my message about things is a way of doing that. Here's what I know for sure, that we, as long as we have been, you know, humans, have a standard-issue brain that is interacting in a world that moves at the speed of reality, 60 minutes per hour. If I had access to 100% of your attention I've got about 1,000 minutes a day. That's the maximum attention that's available. All the studies show that most Americans are spending about 450 minutes a day on screens, that they're looking at screens. So there's a good chance that this is the pathway, the window to their attention. Um, but the reality is that you're competing during that for every other thing that is trying to compete for their attention, right? There are 500 hours a minute of video uploaded to YouTube every single day, piling on top of a pile of billions of hours of content that's available. And our available thing— Eppen Pagan and I were having a great discussion. We were actually getting out the scientific calculators, trying to calculate the max capacity global attention units that are available on a daily basis. If you take 1,000 minutes times 8 billion people, That's all the attention there is. That's why it's the most scarce thing. So when you look at what are, what do we welcome, what do we welcome into our lives, right? When you look at, I think one of the most intimate input vehicles that everybody checks is your email inbox. You know, when you look at it, that inbox is on your daily cycle. You know, how many, just by a show of hands, how many people check your email every day? Yeah, I mean, it's just, it's in there, right? And you are in the same inbox as your mom and your best friends and the, you know, your spouse or your kids, or they don't have, any trouble breaking through because you prioritize, you want that interaction with them, right? Your mom has 100% open rate on her emails. And so if you can get that level of, you know, relationship with people where they're welcoming you in their inbox, I think that I still think that your inbox is the pinnacle of available attention units because it's intimate, it's conversational, and you can direct people to action. They can click here to watch this, or they can reply, and you can engage in a dialogue, right? And you own it. It's very different than building an audience on TikTok or Facebook or even YouTube, any of those. The whole thing is about steering people into that first-party relationship where you can dialogue with them.

That's what I'm trying to say. Mm-hmm.

That's how you can send a— that's how you can send a 9-word email. That's why it has such great results is because we're cutting through. You're not speaking like somebody trying to shout at people. You're right up beside them. Looking them in the eye.

You've been listening to I Love Marketing Live. We found out why your mom has a 100% open rate and what that means to you and what it is that you're doing. Uh, thank you for listening. The next episode will be more from this live event. If you want to come on to more I Love Marketing live events, and we do have a fun time, and, um, you can head out to I Love Marketing Live as well to hear more about that.

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