Dean Jackson Marketing: Fastest Way to $40 Million with Book Publishing in 2024!

And Ben Hardy and he together have done. Now they're working on their third book. But after the first book, Dan Sullivan told me that all of the referrals that have come from the book, which was who, not how, he said at that time, that's going to amount to over $40 million. He said it took longer than an hour, but it took a day to meet Ben Hardy and then establish this relationship. So Dan keeps coming back. He keeps coming back. So there's a little food for thought for you there, Louis.

Thank you for that. The collaboration part makes a ton of sense in the who, not how. By the way, I have a book that just came out that I use the same publishing company. Oh, those guys? Yeah, the Scribe Media guys.

Oh, yeah, yeah.

Yeah. I mean, they did a fantastic job and they're doing all of the front end marketing of that too, which.

Oh, fantastic.

Over there.

Good for you. Well done. Well, it's good to meet you, Louis. I'm glad you could join us today. I don't know if you've met Schwa yet. Schwa never misses a session. Hi, Shua. I like when schwa is muted so that we can get more done. No, just kidding. Hi, Shua.

Hi, Tim.

Happy New Year to you.

Happy New Year to you, sir. How are you?

Oh, well, you look well. You've got a different shirt to be, but it's all good.

Yeah, well, I went vintage today. This is a vintage network shirt. Gina, how many years does this shirt go back?

Well, that was probably the first logo, so it's 2006. Six or seven.

This shirt may be 16 years old.

Yeah, yeah, 16 year old.

But I only pull it out for special occasions.

Okay, but you see, Tim, I'm not as young as you, so that's why I can, you know.

That's right. You haven't. You don't quite have the longevity. Not quite. But anyway, good to see you. Schwa, always a pleasure. Oh, my goodness, the professor is in the house. Russell Hanish. How are you, sir?

Hey, Timothy. Hey, Gina.

Doing real good, Shua.

Nice to see y'.

All.

Is there anybody else you'd like to say hello to? You're kind of going down the line there for a minute.

Yeah.

Nobody else I recognize right off the bat?

Oh, you don't know Stacy Peribum?

I have never met Stacy. Hi, Stacy. Nice to meet you, Stacy.

Unmute yourself. Tell us where you're joining us from. She's going, man, these darn zooms. I just can't figure out this unmute button.

How are you doing? I'm outside of Toronto. I'm in Canada.

Oh, good. Good for you. Nice to have another Canadian in the house. Help.

Good to see you.

I've known Dean for about 25 years.

Dean who?

Oh, Dean Jackson.

Yes, Dean Jackson.

He's a Toronto guy, isn't he?

He is, he is. He lived about a half an hour. We lived about a half hour away from each other when he was here in town.

Oh, that's cool. Well, I'm glad you joined us. He's gonna. He's gonna. He's gonna rock the house today.

He always does.

Yep, he does. It's amazing how he can say in a few words so much, you know, it's like wow. Presented in such a way where it's like, okay, the light just went on.

Wow.

I know. Yeah, he's. He's a genius for sure.

And he's exceedingly handsome too. So he's got the whole thing working for him. He's got the whole package. Who else do we have here? Jim Baldwin. Are you going to show your face? Baldwin from California, Jim Baldwin. I don't see him yet. I think you know him, professor, don't you?

I sure do.

Yep.

Yeah, it'd be good to see him.

There he is.

Hey Jim.

How you doing, Jim?

Fine, thanks.

How are you, Timothy?

Great. Hey Jim, hit us with some wisdom. Do you have something wise to say? You're such a wise fellow.

Take time today to love the people that are most important to you.

I like it. I like it, Jim.

Yeah.

Don't wait.

Don't wait. Gee whiz. So Jim and the professor are both members of the ELF coaching program. So we get together three times a month. We have all sorts of good things going on in the elf. Coach was just hoping to join us. Shua. But you'll get there someday anyway. Oh my goodness. Fernando. Academia all the way from the Philippines. It's about 3 o' clock in the morning there. Is that right, Fernando?

Yeah, it is.

Okay.

It's been a while.

So let me ask you, Fernando, have you stayed up without going to sleep and it's 3am or did you take a nap and then join us after waking?

The notification was loud, so when you sent the email, I woke up. Oh good.

I sent an email to remind them.

Yeah, yeah, it's all good. I'm really excited to see you guys again.

I'm glad you joined us, Fernando. It's good to see you. So we're gonna start in seven minutes, everyone. We're just kind of getting warmed up. Here, Dean Jackson is going to be joining us. It's always nice when we see Dean's face. We know. Okay, Dean's here, so he's going to be joining us shortly. I see. Brother Williams. Brother Williams, unmute yourself. Where you, where are you joining us from? I know it's your car, but what's.

I'm in South Florida. Boynton Beach, Florida.

Beautiful. Yes, sir. Well, it's good to have you with us. Have you joined us before?

My first time.

Oh, welcome.

Thank you.

Welcome.

I think you're gonna love it. This is a remarkable group. And Scott Tongues, I've seen you before. Right. And I think I might have even said your name right. Is that correct?

Well, Tom G's. That's pretty close.

Yeah.

I've been on a number of the calls and like I said, been kind of LinkedIn with Dean Jackson and like I said, did some real estate consulting work for Joe some years back and went to Genius Network and was pretty blown away by Genius Network. That was quite a show to say the least.

Did you go to the annual events, Scott? Is that what you're talking about? Was it a Genius Network?

Yes. Huh? Yeah.

Who was, who spoke? Do you remember?

It was down in Scottsdale.

Okay.

I think, I think, let's see. Randy Zuckerberg, Mark's sister, spoke and I think Clickfunnels. Blank. The clickfunnels guy.

Russell Brunson.

Russell Brunson was there. Yeah. And it was an amazing show. I told people that hadn't been. I said a lot of the people who I followed or read their books or taken their courses, they were in the audience. It was other people that they were wanting to listen to that were on the stage. And I thought that was a, a real interesting turn of events. It was, like I say, people I admired were there for the audience to be in the audience, just as I.

Was pretty impressive to me. We were talking about this a little earlier, Scott. We were saying that where does Dan Sullivan go? You know Dan Sullivan there, he's a coach to high level entrepreneurs.

That's right.

Where does he go? He goes to Genius Network. He's been a member for nine or ten years with his wife, Babs, and, and now he's part of 100k group. He's been for the last few years. But that's a really good point. Where, where do, where do the, the leaders go? Where do the, the gurus go? Where do the experts. They go to Genius and the annual event. I know which one you're talking about. I was there as well. Gina, that was about 2018, maybe. Is that about right?

I think with Randy, it might have been 2019, maybe.

2019. 18.

19 Fields.

Right.

Something like that.

Okay, so.

So if there's a common thread among people that. Go ahead.

No, go ahead, Scott.

If there's a common. If there's a common thread among probably the people on this call today and others that, you know, we all know or whatever, it's their serial learners. Yes, it's just. It's just a. It's an ongoing process of continuing to learn. And today there's. I mean, it's almost overwhelming because things are changing so quickly and. But anyway, I think being a serial learner is kind of open to everybody of this ilk, you know, this group.

Thank you, Scott. I, you know, Dan Sullivan and this kind of a funny statement. It's funny true. He says, I never want to be the smartest person in the room. Now, let me stop there for a second. It's hard for Dan Sullivan not to be the smartest person in the room, but he says, I never want to be in the smartest person in the room. I want to be in a room where everybody's getting smarter. And he said, that's what we have in Genius Network, and I love that. So it's like. Like you say, Scott, you know, serial learners would come together. We want to learn from. So it's really about connection, collaboration. We love to come and contribute. Why is Dan Sullivan. Excuse me, why. Why is Dean Jackson. Why did Joe Pollus do the I Love Marketing podcast? Why have they done it for 10, 11, 12 years, whatever it's been? They're giving. They lead with giving. They're not asking. They're giving all the time. And you know, Joe, of course, wrote the book Life Gives to the Giver, and he's writing a new book. It's coming out with Hay House. What's in it for them? Focusing on giving. So that's what we do in Genius Connection, Collaboration, contribution. So we're going to start in just a minute. Gina, do you see our friend Dean Jackson yet?

I was going to leave him in the waiting room for a little longer.

But, yeah, let's leave him.

Well, let's just.

I just let him in.

All right, we'll let him in.

He is going to lead us.

We're going to start in a few seconds. Margolis. I'm not even going to acknowledge you. How are you, Brian? You can unmute yourself. You're a professional podcaster. You should know that. You unmute There you go.

I'm the furthest thing from a professional podcaster, but I do know to unmute.

Thank you very much, Brian. Where are you joining us from?

Southern New Jersey, right outside Philadelphia.

That's a great place. Near Marlton and Cherry Hill. That area, right?

Yep.

You could hit Cherry Hill with a rock from my house.

Oh, cool.

Very cool. Well, are we getting close? Do I see Dean yet?

Gina, do you see Dean?

Oh, I not only see Dean, I hear Dean. Oh my goodness.

These Infinite. We're working on a little NFT project here. And these, you know, the Andy Warhol infinite. Marilyn Monroe's.

I'm very familiar. Yes.

Look at these. So forget those crypto punks, bored apes. You're gonna get your happy cows.

Wow.

Exciting.

Are those self milking cows, Dean?

That's exactly right. You want to avoid being a self milking cow. Everybody is a self milking cow until they become a happy cow.

What's missing is the horse for sale behind you. I'm glad you found there too.

That was just the test. We're just spacing stuff out for the Infinite.

Well, Dean, I think we're ready to start.

I'm ready to quit wasting time because this is a very active.

You've got to get. We got to get real, real to it. So let me do a quick introduction. I am Timothy Paulson. I've worked with Joe. I'm in my 21st year and Joe's on Sabb. He's coming back February 11th, 12th and 13th at the Genius Network annual event. The big event. If you haven't registered yet, applied and or registered, go to joe polishreturns.com I'll bet Gina already has that in the chat. So Joe's been gone for a year. He's coming back. Usually we'll do the annual event in November, but he said no, we're doing it February 11th, 12th and 13th in Scottsdale in person. We're taking into consideration, of course, you know, social distancing. We still have to be careful. But this is live and Joe's going to be on the stage. He has all sorts of incredible speakers coming and, and it's going to be a big celebration. And that's why it's Joe Polish returns dot com. But Joe hasn't just been sitting on an island somewhere for a year sabbatical. He's been working hard on some totally cool projects and he's going to reveal those. So it's going to be a couple of hundred Genius Network members there again. Joe Polish returns dot com. So Dean, this is probably your last solo flight until Joe comes back.

My little buddy comes back, right?

Dean, I want to say on behalf of Genius Network, Joe polish the team. You've done such a remarkable job with these I love marketing sessions over the last 13 months. And so we're going to get right to it. You're a man who needs no introduction. The marketing Buddha is going to dazzle us for the next hour. So go ahead, Dean, Welcome.

This is great. Thank you, Timothy. So welcome everybody. Let me take a good look at who's all here. Is everybody here? Yes. Okay, here's what I want to do in this session. It's going to be a little different than sessions that we've done in the past where normally we have a guest and normally we're going into an interview process. What I want this one to be is more like it's you and me and more like if we had a chance to get together over coffee. Like I see my friend Stacy Peregrine right there drinking her coffee high, that we were together and we were doing this just us one on one. And I see Brian Margolis there and I see all the people that I know that imagine if we had a chance to get together over coffee and I could spend an hour with you and go completely over your business as a diagnostic and identify. Where's the big breakthrough for you in 2022? Where's the big opportunity? That's what I want to kind of think of this as an as I was trying to prepare. This is quite a thing to think about to get the best kind of 50 in 50 minutes. What could we do that would have the biggest impact on your business? And I've been working on this process of our, our eight profit activators. I call it the breakthrough blueprint. That's what we focus on. I love marketing for all of this time on the framework of these eight profit activators that we can trigger in your business right now. And everything that we've done is a subset of those eight things. Now when we look at it, I'm going to take just a couple of minutes and set the stage for you about what the before unit, the during unit and the after unit is so you can kind of guide your framework here. And then I'm going to go down a path for 50 minutes going each of the the profit activators in the before, during and after, giving you the the best way to identify where these are either growing or slowing your business right now. And then at the end, I'm going to open it up. And we're going to have some time for your questions as well. So. And we could do that because I'm in charge today. So there we go. Now here's the thing. I've got approximately 60,000 hours of time invested in thinking about the eight profit activators over the last 30 years. For the first five years of it was sort of unconsciously as I'm trying to figure things out in my own business. And once I got the framework, I've spent the last 25 years consciously fitting things into developing and advancing this thought of the before unit, the during unit, the after unit, and the eight profit activators and the entire body of work that we've got in all the hundreds of episodes of I Love Marketing support this. So you've got a whole resource to go deeper in the things that we identify today as the big opportunities for you. So to set the stage and kind of set you on a path of how to identify where, what is your after unit and what is your before unit and your, your. Your during unit. Because every business is slightly different, but every business is universally impacted by these. A profit activator. So I'm going to share a couple of overlays so that we can see what we're talking about now, the after unit of your business. Here's who we're talking about. We're talking about that in the last 12 months, let's even say just the last calendar year, you did some amount of business, a knowable amount of business. If we just looked at it, we know that you did some amount of revenue, even if it was zero. But whatever that amount of revenue you did, some portion of it came from people who already knew you, liked you, trusted you, and had done business with you before. Not all of your business comes from new people. And maybe it does. And if all of your business comes from new people, then we've got a huge opportunity. Because that means that you're not paying any attention to the people who've already done business with you and like you and trust you. So we want to focus on identifying for you how big is this opportunity. But if you're a business, if you're in a business where you have high dollar volume transactions, but low volume of transactions, that's different than a business with low dollar volume and high number of transactions. You may have thousands of people that are, that go through your business every year. If you own a convenience store or you own a retail store or a restaurant, you may have thousands of people that come through and maybe they come back and maybe they don't. If you're a real estate agent, like my friend Stacy, that you've got maybe you have 50 or 100 people that you do transactions with. If you're a really great real estate agent, you may have 20 people. If you're an average real estate agent, so you may have 20 transactions over the course of the year. But some number of the transactions that you do are going to come from people who already know you, like you and trust you. So for you to first overlay that mindset and framework on your business right now, just kind of, it'll help for you to at least make an estimated portion of how much of your business is coming from your after unit, from people that know you, like you and trust you already, who've already done business with you, and how much is coming from new people, then the purpose of your after unit. The two profit activators that fit there are profit activator 7 and profit activator 8, which are about nurturing lifetime relationships with your clients and orchestrating referrals. So that's the after unit of the business. That's what we're going to, when we focus on that, that's what we're going to be talking about. The during unit of your business is the part of your business that does what it is that you do. If you're a chiropractor, the during unit of your business is from the moment somebody comes into your office and says, can you help me with my sore back to the treatment that you give them. Maybe the treatment protocol, if it's going to be a six week protocol or a six week program that they're going to go through. All of that would be the during unit until people say, okay, I got it, I'm, I'm happy. Thank you so much for that. That now transitions people into your after unit. That's where we're, we look at what is the unit, the time, the timeline of your business that is actively involved in, in helping people right now. And so you look at right now, there are people that you are what we would call actively involved in with your during unit. You're currently working with them. They're the people that are coming into your office this week. If you're a chiropractor, they're the people that you're out looking at homes with right now. They're the people that you're meeting with. They're typically real time in the now. And we want to break your before unit into the middle two profit activators, which are profit activator 5, which is create a dream come true experience for your clients, and profit activator 6, which is to provide after sale service. So when we get in and talk about your during unit, we're going to divide it in half that typically you've got the transactional time frame. Like with somebody who's looking for a home. They come in, you're working with them for several months or several weeks, you're looking at homes all over the place. And then they find one that they love and you write a contract, you get the go through all that escrow and get the closing. And then typically what happens is most people shake hands or hug at the closing table and then they go their separate ways and they never run into them anymore. 88% of people say they had a great experience and would love to work with the agent that helped them. But then when they do these surveys, at the end, only 22% of people actually used the agent that helped them last time. So there's a big gap there in the way that we keep track of and keep these relationships going. So we like to have a transition into the after unit. So we count the end of the transactional part as the midpoint and we start to offer a provide after sale service where we're nurturing out into continuing this relationship even after it seems like you've been paid. Like if somebody comes into your office for a series of six treatments and they get paid and then you everything's done, everybody shakes hands and they leave. They may be satisfied and they may be happy that they got the result, but it's going to make a bigger impact if you were to provide after sales service where now you're checking in with them or you're continuing to provide something extra for them or something that's going to enhance the experience that they had or enhance the results or the longevity of the result that they're going to get. So we'll explore some of those great opportunities there in the during unit and then in the before unit. This is the engine of your business that drives new business. This is the best way to think about each of these units of your business is to think of them as independent operating units that we think about your before unit as a supplier to your during unit. Your during unit is the core. And almost everybody would love nothing more than just to be involved in the during unit of your business, right? Every professional, every real estate agent, every chiropractor, every dentist, every surgeon, every attorney, every coach, every consultant Would love nothing more if all they had to do was work with people who readily want their help. And if you could just go to the you finish with one and there's another one lined up right at your door ready for you to help. That's what we're looking to provide with your before unit. And the way to do it is to separate it from the day to day operation of your during unit. Because what happens is most of the time people get very busy in the during unit and then only when it's not busy in the during unit do they then turn their attention to the before unit to say, oh yeah, what do we do? How I need to get new clients so I better do some marketing, I better turn on some Facebook ads, or better do something and then they start running ads or they do something and then they get busy again and they drop the marketing. So we want to separate it and think about it as a supplier, as a unit of your business that can constantly keep you going. And as a supplier, you want to think about what is the number, what's the happy number that you have that if you could buy new clients anytime you wanted to, how much would you happily and cheerfully pay to have a new client? And that's what we're looking for with your before unit. Now you may look at and say this is a trap that a lot of professional or personal service companies run into is that they don't price their offering in a way that allows them to have even a small cost of acquisition, that they, if they want to get $50 an hour or $100 an hour or whatever it is, they price their service based on their personal time. Like they're a freelancer in, you know, invoicing for the amount of time that they spend. So they look at every bit of advertising that they spend as now an expense that's taking away from the, the amount of money that they're actually making as opposed to thinking about and elevating the way you think about what you do as a business. And a business is to support the entire operation that you're running your before unit, your during unit, your after unit so that you can afford to maintain a long term relationship with people. But we're going to show you how to multiply the things that you, that you do have in your during unit. But we're going to look at in your before unit the key driving metrics here. The key driver of everything is your list of unconverted prospects. The better you are at getting in front of people, getting an audience of people who could be your next client. That's where we really want to focus our time. And I'm going to show you how to think about that as a capital investment versus as an expense. So that's to set the stage. Now what I'm going to do, because I've got approximately 6,000 hours worth of stuff I could share in these 50 minutes. I'm going to keep myself accountable and I'm going to set a timer. I'm going to set a timer for 12 minutes right now. And I'm going to give you the best 12 minutes about the after unit. And then we're going to move into the during unit and then I'm going to send about 20 minutes for the before unit because there's two parts of the before unit and then we'll open it up for your questions. But just know that everything I show you, everything I share with you will put together a PDF to show you the links or to give you these samples that we're talking about. And there we go. Okay, so here's what I want to talk about your after unit. Let's just put on your after unit hat right now. And I had coffee this morning and I kind of went through and set up the things that I want to talk about as the highest things. What are the, what are the best things that I could share with you? So now that we know that your after unit is about nurturing lifetime relationships with people and orchestrating referrals, one of the metrics that we want to know for your business is to look at it and say, what is your return on relationship? That's how we look at your. That's how we look at your after unit. Because you've got some number of people who know you like you, trust you. Your whole business may be after unit oriented. If you're a financial advisor, you may have a business that is has the benefit of every single year. You're starting the year with a book of of clients relationship portfolio that you have of assets under management that each year, as long as you keep doing a great job for people, you're going to continually grow the amount of of business that you're going to make. You may be on the other end a real estate agent that you work with somebody and once you find them a house this year it may be 5, 10, or maybe never that you get to do another transaction with them. So your nurturing lifetime relationships with them isn't so much about getting, being able to do more business with them personally, Although it Might be if they buy investment properties or you create another opportunity for them that way. But it certainly is in orchestrating referrals from that group that as long as you've got this mindset of clients under management, if you take this advocacy role, it's a great thing to take from this, from the financial advisors that they're focused on this relations, they've got assets under management, which means that they're showing a fiduciary responsibility, an advocacy for their clients to continue to add value and continue to do that. Now imagine if, and you think about it, even though it may be five more years before you get to do another real estate transaction with someone, if you manage that relationship, they may be able to refer you five or 10 people over the next 12, over the next five years that would give you a return on relationship. So two ways for you to calculate it is all of the business that you do that comes from repeat and referral business divided by the number of people that you do gives you a return on relationship. The number of referrals that you get from the number of people that you have gives you a return on relationship. And these are a couple of ways for you to calculate and measure improvement on your after unit. Right. The whole idea, what we're really focusing on, what we really want to do is look at how can we move the needle by keeping our relationships with people so that we can, so that they will refer. Now when we look at it, this is one of the best things. If we look at our two opportunities that we have in the after unit, it's nurturing lifetime relationships. Which means maybe it's as simple as offering something new to the people who already know you, like you and trust you. Let me give you a couple of examples. I'm going to do live magic here. Let me see. I'm going to share my screen with you view. And I've got all kinds of sample stuff here, so see if I can find things for us. Here's an example. So this is an example from my own. Now do you guys see what I'm, what I'm sharing here with you? Can you see my screen?

Yes, sure do.

Yeah.

Okay. Okay, perfect. So all it. Two years ago I decided that I was going to start working with people one on one. I decided, you know, I really enjoy that. It's my favorite thing to do. And I wrote a little email and sent out to my, all my clients, the people that I already knew me, like me and trust me. And I just sent a short email, I said Hi Alan. I'm going to work with a handful of people one on one next year. Would you like to work with me, Dean? And that started that jump, started a new division or a new line of our business. That was just from a thought of how can I extend, how can I nurture a lifetime relationship with all the people that are coming to my breakthrough blueprint events and moving on and getting great results, but they want to get, keep going and get better, getting better results. How can I do that? So sending out a quick email like that, what if you, what could you do that would jumpstart something that you could take your business to the next level? How could you get a deeper relationship with the people who already know you, like you and trust you? What if you started a mastermind? A few years ago I was going to strategic coach in Toronto and I was going up there every quarter like clockwork and I decided, you know, what I could do is while I'm up there in Toronto, why don't I, on the Friday after my strategic coach group, why don't I start a mastermind group? And so I sent an email to my list of people in Toronto and I said, hey, I'm coming up for strategic coach every quarter. And I thought, what if I start a mastermind? What if I got together with the people on the Friday after my strategic coach group? We could meet once a quarter. Would you like to join me? And we got, I had 15 people that we ended up, we would meet with every, every Friday after my strategic coach, all from thinking about how can I nurture a lifetime relationship with people, how can I, what can I do additionally for them? Now you may find that there are things that you can. So many of the things that we've done have been observational, that when you're teaching people something, when you're sharing something with people, what is that setting up that they're going to need next? What need are you creating in them? I was sharing with people how to write books. We're talking about giving them all the details of how I was doing it. But then it was sad to watch them not be able to execute it. So we went and created the 90 Minute Book Company to do it for people. Anything that you can do for people, how can you make their lives more convenient? That's what we're really looking for in your after unit. Now as far as getting referrals, that's going to happen. You're going to get referrals. Hopefully if you've been in business for some time, you're getting referrals because people know you, like you and trust you, and they want their friends to get great help. But what's happening is that the referrals that you're getting are mostly what I call passive and reactive. For referrals, meaning if you were to look at the last 10 referrals, if I just picked people randomly and said, tell me the story of the last referral that you got, that would hear tales of people saying, well, John called me and said that he was a friend of my client Jim, and that he wanted me to help him do whatever it is that I do. That's a passive Referral. And it's 80% of the referrals that you get. Just show up, say, hey, my friend John told me that you could help me. Yeah. Has anybody ever gotten a referral like that? Just show me your hands there. Yes, that's most of the referrals that we get. The other story that I would hear would be people saying, I got a call from my client Jim, who told me that he was talking with his friend John, who's going to be selling his house or just hurt his back or needs a massage or is going through a divorce or needs some help with his chakra tweaking, whatever it is that can you, you should give him a call. So it's your client calling to give you a hot tip. They're telling their friend about you. They say you should give them a call. I told them all about you. Now you've got to react to that and do something. You've got to now reach out and make something happen. But what I never heard, never hear stories of people orchestrating referrals. And so what we want to do to elevate the number of referrals that you do is create the circumstances that make the referrals happen. See, all the referrals happen as a result of conversation. They're in conversation with somebody, and three things have to happen. They have to one, notice that the conversation is about real estate or massages or back or money or chakras, whatever it is that you do. They have to think about you. That has to lead their thought to you. And then they have to tell you about the person that they had the conversation with. And the difference that we want to orchestrate is that we want them to tell you not to tell their friend. We don't want to turn them into salespeople. We don't want to say, now, don't keep us a secret. Tell your friends about us. Because that's what they do. Then you run into them at the grocery store six months from now and they say, hey, did my friend Scott ever give you a call? I was talking with him. He was going to be selling his house. No, no, I never heard from. Oh man. I know he's gone now, but I tell people about you all the time. Have you ever heard somebody say that to you? I tell people about you all the time. But you've never seen anybody in your office because somebody they told you. So what we want to do is we want to slightly tweak this and we want to train your clients to tell you when they've been in a conversation like that. So one of the tools that we do that we do to use that is something called the world's most interesting postcard. And we send a programming card that will give people a quick note every month that will program them to remember when they hear certain conversations. So let me give you an example here. So if we say, if I know that a high probability conversation that we want is somebody who is looking for, I'll continue to use real estate example because it's good for Evan right here. Everybody can relate to it. But let's say that we want to program people to pay attention to the most common conversations that might be going on. We, we want to program their them to recognize conversations that could turn into referrals. So we look at it and say, okay, what would be a high probability conversation that somebody might be in around what you do? What are the words that you would want to listen for? If you could program a chip to listen in on their conversations, what would be the most likely scenario that they would be in a conversation that could be a referral for you and you start thinking about what would be those things. So for a real estate agent, it might be somebody talking about buying their first home. Here we are in January, New Year's resolutions. Biggest thing that people might look at, if you're a financial advisor, somebody might be talking about retiring this year. This is the year we're retiring. It's the last year before we move on. That would be a great high probability conversation that some of your clients are already having. Now what we want to do is program them that when they hear those conversations, they think about you and they know what to do when they hear it. I had the most amazing thing happen and I looked at, I had it happen to me and I'm hyper vigilant about when marketing things work on me. But I was watching one of our real estate communities we have a forum in there. And somebody said, do you, does anybody know where I can get carpet installed today? Because the painters just spilled paint on the carpet and we've got a closing tomorrow and it's ruined. And my brain, without me even thinking about it, automatically started singing 800-5-88-2-300 Empire. Now how many have been programmed along with me that that's what you would think if somebody said same day carpet. Because that had been smuggled into my brain without my permission, had been living there rent free for 20 plus years waiting for somebody to say same day carpet, same day carpet. 800-5-8,8. So imagine if somebody said, if I said to you, hey. Or you said to somebody if you had a. If you hear someone, just a quick note in case you hear someone talking about this high probability conversation, then you expand a little bit about why that would be a, a conversation that you might hear right now. January is the time of New Year's resolutions. The biggest resolution that people have to make is this is the year we're going to buy a home. If you hear someone talking about buying a home, give me a call or text me and I'll get you a copy of our six Steps to Homeownership book to give to your friends. It's got all of the information that they would need to know as a first time buyer. Now that's going to get your client to call you. That's going to give them the opportunity to be a hero and convey information to their friends. So this is, that's one, number one strategy in the after unit that you could use to orchestrate referrals. So so far, if you're playing along at home, we've got two winning strategies for you so far. Number one, you're going to send an email and offer something new to the people that you already have a relationship with, preferably at a higher price, at a more expanded cooperation or collaboration role that you can do, that would be the best thing that you could do for them. Why not continue? So often we start out in business helping people do the thing that you know how to do. And then as you continue to help more people do that, you evolve and you see what the next steps after that are. And so you look at that as the opportunity to continue growing and continue serving the same people rather than getting stuck at a skill level that you have already moved on from. It keeps you young and growing and, and, and moving on. Okay, I'm going to reset now and let's talk about the Turing unit. Did that land with anybody. You get some good idea on that. Okay, good. That's good. I love in the. Whenever we get a breakthrough or you get a thing, let's go Batman style and put in the, in the comments there.

Pow.

Or kapow or bam or something like that. As we're going just like see them randomly popping up that we know we're in the right space here. Okay, reset it now. And we're going to talk about. We're going to put on our during unit hat. Okay. During unit, we've got two profit activators to work with here. We're starting from the moment somebody says yes. I'd like to. I'd like you to help me. The experience that people go through, we want to imagine that as a guest experience timeline. We want to think about it from the moment somebody says yes till the moment that the transaction ends or you're getting the result that the dream come true result that they want. And the midpoint of that now leading into the providing after sales service in profit activator 6. Now, the two things that we want to look at are, first of all, getting a really great outcome for people. That's the core of it all. We cannot scrimp on that. You've got to get the result for people. But what we also have is an opportunity to get a strategic result from that. Not just the. Not just the outcome, but to get a strategic outcome as well. So I'll use an example that we're all familiar with restaurants because it's a condensed customer experience. A condensed during unit. The during unit of a restaurant begins from the moment someone makes the reservation and ends the moment that somebody leaves after having paid the check. That's the during unit for most restaurants. Now, if we were to outline that in a timeline that is, we're looking at what are the benchmarks along the way here that make up the experience. So if we look at it from the moment somebody makes the reservation, what next has to happen along that way? Where could it go right or wrong? Where are the opportunities for us to create a wow or create. Oh, and so when you look at it that somebody arriving at the restaurant, what. That's the first opportunity that people have right now when you look at it, I. One of the best episodes of I Love Marketing that goes really deep into this is an episode from the Wayback Machine. And it was with Anthony Melchori from Hotel Impossible on the Discovery or on the Travel Channel. And I did this interview with him right before his show came out on. On The Discovery Channel, and it's one of the best episodes. That's deep tracks. There we go. Gina says episode 74. And I laid out this idea of the timeline, the experience timeline. You can lay out the moment, the sequential timeline of when people. How it works, when people start with you and look for the benchmarks along the way. So in a restaurant experience, it could be the arriving at the the restaurant, it could be getting in, getting seated, get your order taken, the food comes out, you are happy with that. Maybe you have dessert or coffee or drinks, you get the check and you leave. That's the timeline of everything. Now, you want to fire on all cylinders and remove any friction from that. We want to make sure that people have an amazing experience. And maybe what happens if you look at a typical restaurant, the result that we get is Maybe they have 100 people come through the restaurant. They end up with $3,000 at the end of the night. And that's the during unit experience for that day. Now what could we do if we look at this and see how can we increase the experience that we have for people now? If we look at it and we say, what if one thing that we could do is get contact information from people so that we've got the start of an after unit? Because how many restaurants even collect your contact information? Not very many. Right. How many times have you been to a restaurant, you sit down, you eat, you pay, you leave, and they never know who you are. They never. You never hear from them again. You don't start any kind of a relationship with them. So what if you started thinking, okay, we know we're going to get 100 people coming through. What if we started a birthday club and we were to present that to people when the food is being prepared, where we look at the timeline and we say, when's the best time here? Well, this is. There's a little lull here from we get their order taken and then the food comes out. So we prepare the servers to come out when they're refilling the water. Your food's in, getting prepared. Right. Now, if you'd like to join our birthday club, we can celebrate with some birthday cake tonight. And you get a $20 gift card on your birthday and leave four cards for people to join the birthday club. Now, if you just do that for 100 people tonight, you've had the same experience. You get 100 people, you get the $3,000, plus you may have 30, 40, 50 people who've joined your birthday club. And it's the start of your after unit that now you've banked future business there, that who's going to come back? What are these birthday gift cards worth when you invite them to come back on their birthday and they bring six friends with them or they come back because you've been able to invite them to come, or you randomly say, hey, if you look at the weather and it's cold and rainy and you say, hey, the chef's preparing chili. If you want to stop by and pick some up to go home. As a takeout thing, you create all these opportunities. I could tell you so many different ways that you could do this in the thing. One of the best examples that you could do to observe it is to go to the olive Garden. The olive garden is really one of the masterful examples of maximizing the during unit strategically. I mean, they've fine tuned everything to get you in and out as fast as possible. You've got the tablet there, you can pay, you can do, you know, if you can, Instead of getting 100 people in, you could get 120 people in efficiently. That's a great thing. But they also have the opportunity, and this was brilliant is while you're there, you can. I don't know whether they're still doing it, but they were doing that. You could get $5 entrees to go. So you're sitting here tonight, you're eating dinner, and while you're here, would you like to get another entree to go? That's an amazing outcome that you could create for something. So this kind of thinking about your during unit is really about thinking what would be the big opportunities that you could create there. Let me look in my notes because I want to cover a couple of things here. This guest experience timeline. One of the things that you want to look at is how high is high. When you're kind of looking in your during unit, you've got the opportunity to provide the service that you want to provide, to serve the clients that you want to serve. And it's largely based on your ability, you know, and a lot of times people make the mistake of basing their service on what they think people will pay. Or they've cornered themselves into a situation where they do online courses that are, you know, 400 or $500. And then they set a precedent of what a price is for something like this. I'm going to give you an example. There's, you know, you can set as. As there's no ceiling really on what you can do. When you look at the. You look at the marketplace, there's a, there's a company called Richard Mill and they have amazing watches, high end watches. I spend a lot of the summer in Toronto and in the Hazleton Hotel where I stay when I'm in Toronto. There was a watch store in the hotel, attached to the hotel in Yorkville that was a Richard Mille watch place. And here it is that the Richard Mille watches, there wasn't a single watch in that store under $120,000. Their average price is $185,000 for watches. This is the Rafa Nadal watch that Rafael Nadal wares that sells for $800,000. But Richard Mille, as an example of what his passion in the during unit is, is he wanted to create the best watch possible. That was his thing. He started it when he was 52. He'd loved watches forever, but his path was let's create the best engineered high perform. Like most of these expensive, beautiful, complicated engineering feats of watches. They're the turbal on watches are very delicate and fragile. You can't, you know, they'll sometimes break if you sneeze wrong. They wanted these to be perfectly engineered and durable. And so his approach was let's build the best watch first and then let's figure out what it needs to cost. And what an amazing, interesting approach to take for you is what if you took your price tag off of what you do and you said, what would be the most amazing service that we could provide? What's the best thing that I could do for somebody? And then what would that have to cost to make that work? And you'd be amazed at how, you know, when you let people make the decision, you're going to find that you're going to be in a sweet spot of nobody else offering the full solution for people, right? When you look at what Richard Mille found there was they were alone in the market at $180,000. There's lots of 50, 60, $70,000 watches. There's lots of million dollar watches that are one of a kind or these ornamental or decorative kind of art piece watches, but there's nothing in the $180,000 range. And he looked at it. What are of course the guy who's got a $20 million yacht, of course he's going to have $180,000 watch. The guy that's got six supercars that he can only drive one at a time, of course he's going to have a supercar that he can wear on his wrist and they were, they sold $540 million of these watches in one year. And so that's an approach of looking at the market and seeing what could I do that could be a big breakthrough for my service? How can I really provide a dream come true for people? And what in my current timeline could be opportunities for me to take additional things and to take a multiplier mindset. You know, when you look at it, what if every time you did business with somebody, you started measuring what are the opportunities that I have to multiply this relationship, to multiply and turn this piece of business into more business and set it up as a metric for yourself, Right? When you look at these, here's an example, this multiplier mindset, one of the things that we look at, I did a lot of work with the mosquito authority that do mosquito control. And one of the things that we established was a yard multiplier index. We look at for every new yard that we bring in. What could we do to multiply that so that that 1 yard turns into 3 or 4 yards? Or if you've got assets under management or clients, or do every time you take on a new client, what could you do to multiply that relationship so that those people turn into more? So we started thinking, okay, well, the neighbors, the neighbors would be a great opportunity here. And so we did little postcards, we started doing postcards and, and let me move this here so I can see door hangers so that we could say there, this is the mosquitoes looking in at your door. You. We were staying over in the Linton yard, but they called the mosquitoes authority so we had to get out. Can we stay with you? And then on the back we would offer a free mosquito treatment to get you the experience of having a mosquito free backyard. And knowing that once somebody experiences a mosquito free backyard, they're going to always want to keep that mosquito free backyard. And we would send, we offered there, once you sign up as a new client, we would send these golden tickets to you, these postcards that were offering, see the one mosquito talking to the other ones. He's reading the newspaper. We haven't seen the back page yet. Absolutely, positively no mosquitoes in your yard. Guaranteed. Period. Guaranteed. That can't be good. So we look at it and on the back we offer the free mosquito treatment there along with a note that sense encourages people to refer their friends. Now you can enjoy mosquito free living wherever you go. Let's face it, we've spoiled you. Once you get a taste of mosquito free living, it's hard to live without it. We've got you covered. Enjoy these golden tickets to give to any of your friends or family so everyone can be mosquito free wherever you go. Now that makes it so effortless for people to refer because they're bearing the gift of value to somebody. They're not saying, hey, you should try mosquito friend. Give a friend is far more powerful than tell a friend or bring a friend is far more powerful than refer a friend. Whenever you get the opportunity to let your clients be a hero and extend some value that they get for posturing to be able to give to their friends, they get all that psychic benefit of inviting somebody, you know to do something that they wouldn't otherwise get to do. Okay, so that's a before or during unit opportunity. So in case we missed it during unit opportunities, we're going to create your timeline. We're going to look for the opportunities to create strategic outcomes. While you're doing that, we're going to extend the level of service that you offer. We're going to maybe reimagine what would be the highest level of things that you do. What are you absolutely. What are you capable of? What kind of outcome could you produce for people if they would just get out of the way and let you do it for them? Right. If you set that up and put a price on it, so many people are just going to want to take that. Some people want the highest level of anything that you offer. That's. And it's just your brave first little bit of courage to put that out there without a fear of being rejected. When you think and you live with it and you think, when you're coming from a place that is this really offering an amazing value to people? Am I certain that this is going to create an amazing outcome for them? Don't be shy, right? Be enthusiastic. Present it out. Give them the opportunity. You don't need to try and sell it or convince people of it. When I shed when I showed you the email, the only email I sent out about working one on one with people was an email that said, hey, I'm gonna start working with a handful of people one on one next year. Would you like to work with me? That's all I didn't have to say, hey, get ready for the best opportunity you've ever had. It's limp. Supplies are limited. And not trying to convince people to do it, I'm trying to present the people who already know that it would be a good idea that it's available. What, what could you do for people if they knew about it. Right. Okay, now let me reset and go into the before unit here. I've gone over a couple of things here, but I'm. Do you forgive me? Is that okay? Okay, now the before unit, this is where it all. You know, by the way, this is. I always. We don't want to start with the before unit. I've, I've shown you these things, you know, all the breakthroughs that you have available in the after unit and the during unit. Before you even need to, or want to start running ads or spending money or allocating money, we can use these things that we've talked about to create some excess capital that you can now invest in your before unit. Because the before unit is a capital investment that has an amazing roi. You get an amazing return over a long period of time on your, on your before unit. But it's less exciting when you take an expense based approach to it. And so often people come into the before unit in desperation. They come into it, they've got their last little bit of money on one credit card, for instance, and they're open, they're going to run some ads and they're like, come on, seven, hoping that they get the payoff before the credit card bill is due. And then when they don't get a client right away, they're disappointed and they blame the leads. They say, oh, those leads are Facebook ads don't work, postcards don't work, print ads don't work. None that doesn't work. What you end up with is this failed opportunity of building an asset that you can nurture for a long period of time. So we want to begin with the end in mind there. The asset that we want to build is a pool of unconverted prospects that you've been nurturing for a number of months or years. The more seasoned, the more, the more experience they have with you, the better it is. You know, we, I just did a quick. And do a, did a lead conversion workshop starting yesterday and got people who had been. Some people who've been in my world and on my list for 10 years before they've. This is the first thing that they did. And on the other end of that we had people who had been in our world for a week, you know, just came in, saw this, had heard about me or heard about things, you know, in the past. But then the opportunity came, sent them an email about the, about the workshop and they said, yes, I'm in on that. So that you get both. But the opportunity is to create Create this asset of your unconverted prospects that you are, you know, now that you can communicate with. So here's an example. I've been doing a case study now for eight years. We've been doing a case study of the long term lead value conversion. So I've been working with a realtor in Toronto. This is the five year. I'm going to show you the eight year. But I want you to see the five year study here because this mindset is what I'm talking about. This is the way that you want to think about a capital investment as opposed to an expense based approach. So the way we look at it is this, along the bottom are all the months from September 2013 to September 2018. Red dots along the bottom here are the cumulative amount of money that he invested in sending postcards.

Dean, you're not screen sharing right now.

Oh, okay. That's the problem, isn't it? You got a screen share in order for people to see. See it? What am I new here? Okay, it should be screen sharing though. Let me see. Share the screen, desktop one. There we go. Can you see that?

Excellent.

Okay, good.

One of my favorite graphics.

Yes, there we go. So like I was saying, the red dots along the bottom here represent the cumulative amount of money that Tony spent on postcards and newsletters to people who responded to the postcards. We sent them into homes where he wanted to get business. These green dots represent the cumulative commissions that Tony earned from doing transactions with people who responded to the postcards. And the yellow dot represents when they responded initially. So it took him five months before he did the first transaction down here. But if we were to draw this line straight up here, there's been over 23 transactions that he's done from people who responded in that first six months there. Over the eight years that we've been doing it now. And you look at it and it shows the cumulative value here that the more years that we do this, the steeper this slope is getting. So let me show you where we're at right now with that. So here's the. This is the eight year. No, that's six years. Okay, so six years, you can see it getting even more steep up here. And in the eight year model of this, we. Oh, I don't have the eight year. Sorry about that. The eight year. We're over $2 million now doubled from the six year model there. And the, the steepness of it and the equity that we're building is amazing because it was over $550,000 last year alone. But there were transactions that had come from people who were, who had responded in almost every year from 2013, but certainly from 2016, 17, 18, 19, 20, and all of that converted into, you know, this huge amount of, of transactions that we're able to do. And it all takes that mindset of building your pond there. You know, we want to think about stocking your pond with all of these people that are your appropriate things. And the way that we do it is to. There's two parts to your before unit that are two profit activators. Each part number one is to select a single target market and compel your prospects to raise their hand. So what we want to do is we want to identify people who could be your best prospect. That's where books come in, right? When we do, would we do books? There's one of my favorites. Read this if you want to take great photographs of places. So if you've got a course or you're a photographer or you are a photography store or you sell photography equipment, it would be a great pond for you to have a pond full of people who are interested in that topic. That's where the books come in. That we're not looking to convince people to buy your cameras right now or convince people to take your course. We're looking to identify, turn invisible prospects into visible prospects. That's what we're looking to do. And that's the most valuable thing that you can do in the first part of your before unit is to identify people. How can you identify the people that you want to be in relationship with then? Now, once they raise their hand? Now you've got this pool of visible prospects, and that's where things get exciting. Because now you can continue to educate and motivate. You can send three emails a week to people. If you observe. You watch what I do, you watch what Joe Polish does. We send three emails a week, every week to everybody in our world. We tell people about, hey, we're doing a meetup group and here you are. I'm doing a lead conversion workshop, and here you come. We're doing whatever it is because you're in our world and we're able to reach out to you. You are visible prospects in some way. You're in our world. You like us, you resonate with what we say. You find that it's valuable to come to these meetup groups. Maybe you've done business with us, maybe you haven't. At some point, you probably will when the right opportunity comes along. But it doesn't Matter where. We're building equity with every interaction with you, every time you provide value, every time you add value to somebody, it elevates the way that they think about you. And it's the gestation period could be any amount of time. It could be, it could be close, it could be later. Here's a great example. This is the way we think about it. Think about stocking your pond. Oh, I gotta share, gotta share, gotta share. Share screen desktop, share. Here we go. Now this is one of my favorite videos here. This is a guy fishing in a canal at night. No fishing pot, no fishing rod. They're going out there, they're driving down the canal, shining a light on the water, just shining a light. And watch what's going to start happening here. Just going along, oh, here they come. The fish just start jumping in the boat. So you start thinking about, boy, what an amazing thing when you've got, when you're leading people in the direction that they want to go. Look at this. This is what it can feel like when you start building this list of people and all of a sudden you send a nine word email to people and they start flooding your inbox. If you've ever had an experience of what that looks like, that's what we're talking about here is the bigger that list that you have, the more fish are in your pond, the bigger that pool that you're fishing in, the bigger the opportunity of the number of people that are going to be available to jump in your boat. So you want to think about that stocking your pond as a capital investment. We want to start thinking about what you're doing is you're stocking your pond with people who could potentially be your clients. And then you're driving the boat and shining the light, making offers. And when it's the right time for people, they'll jump in the boat. So my big, you know, big, big tip in terms of get it. What you can do in your before unit to focus on is building your list, thinking about it like making a capital investment and measuring your return. You know, one of the measures that we take in the hotel business, there's a metric called revpar, which is revenue per available room. What we want to measure in your world is revenue per unconverted prospect because every year that you're, you maybe made the investment, this year you made a capital investment to invest in a thousand new leads on your list or 2,000 or 5,000 or 10,000, that, that asset that you've developed is going to yield for years. And years and years. So the true measure that you're looking at is, what is this? What is my revenue per Unconverted Prospect? And if you just do a quick math on that, that when you look at how much revenue you generated from your before unit in the last 12 months and you look at the number of people that you had in your Unconverted Prospect list, and you get a number of what that is. If that number is $100 per unconverted prospect, you could. Can you afford to pay $5 for new leads if you knew that every year, every person, every thousand people on your list was worth $10,000, $100,000, what is it? What could it be worth to you? Right. I think you could easily find that a thousand people could be $100,000. The 10,000 people could be a million dollars. You know, it's just, it's expanding out that way to think about what could you. How can you expand the relationship that you have with those people? Okay, so here's what I want to do. That's a lot of impact that we had there. So let's see, Gina or Timothy or somebody with me. How can we handle if we want to open up and maybe.

Yeah, I mean, if you guys want to raise your virtual hand, then I can even spotlight you.

There we go.

If you want to take some Q and A, you can type questions into the chat and I will read them to Dean as needed. But there we go. Number one is the professor, Russ Hanish. Raise your virtual hand, folks, if you have a question and we'll get you in line. Russ, go for it.

All right.

Hey, Dean, nice to meet you here. So I've been following you for about the last two years. I listened to like the first 250 episodes of the I Love marketing podcast, and I'm going to give you a shameless plug here. I've recently signed up for your 90 minute book.

Oh, nice.

And this is one of the best marketing books I've ever read. Talk about starting with the end in mind. This really walks you right through the entire process. So, yeah, great thing. Dream come true experience.

Awesome. Thank you.

So my question is about reviving prospects. Yes, I use the nine word email. It works. I'll revive about 30, 33% of my dead, you know, stalled leads. But I'm finding that the people that I revive are not five star prospects. They're usually one to two star prospects. I'm not that interested in spending a lot of time trying to revive one and two star prospects.

Right.

Any thoughts?

Yeah, if you want to harvest salmon, you gotta stock the pond with salmon. You can't turn catfish into salmon. Right. So you've got to start with who you want. If you are a photographer or you have a photography store and you're offering a book on. Read this. If you want to take great photographs of places or people or things or great photographs and everybody that comes into your pond has come through that opportunity, that's where you're going to have a higher quality. You're going to have a higher quality matured fish at the end of it, you know. So that's why the book. That's why I talk about using the book as your lead generator. Because you can be so ultra specific. Right. You can have a title that telegraphs exactly what you. What your outcome is, right? Yeah. Like harnessing your seventh sense. Yes, that's your seventh sense. That's very curious. You see, so that's an interesting thing that what you're getting is people. You want to balance it out. That you're getting people that are. That there's an economic outcome to it too. That there's. You may be getting people that are very curious and intense about that, but there's not an economic output outcome to it. Right. Where that doesn't equate that they're. The ideal thing would be that you're getting people is. Who want to make money with their photographs. Now you've got an opportunity that they're looking at what they're doing as an investment. Right. So you just gotta. You've gotta. The whole ecosystem has to really play through the whole thing. But that's the biggest lesson is you get what you stock the pond with. Gotcha, Gotcha.

And hey, Russ, will you show us the book of deans you mentioned?

Yes.

One more time there. There was. So Preparing for your 90 minute book.

Do you remember how this is a great example. So we've got. You can go to 90minutebook.com and you can download a copy of the. The 90 Minute Book that. Remember I mentioned the timeline, the experience timeline. That's a book that is. Once somebody starts the process of doing a 90 minute book, we. That's how we've got a book called Preparing for your 90 minute book. And then we've got. One is beyond the book. That what you do now that you've got your book. Right. So that's all part of that during unit experience for the 90 minute book. But the 90 minute book is available.

Very cool. All right, Greg Harrington. And then after that we'll go To Marlon and then Oksana.

Hey, Dean, thanks. Of course. My brain is percolating here about what to do with all this. We've got a fair, it's complex B2B software product that we sell and right now we've just started some cold outreach with a nine word email. I don't have any evidence that we have that dialed in yet. Like how you get from a simple.

Question, oh, you're in here still. I didn't know you're in here to.

You know, to a complicated, you know, sales poop stuck in your tummy and process. We're, we're targeting medical, home health care companies, specifically medical, not, you know, other services. And we start with do you offer at home physical therapy, which gets yes responses. I just am not sure how to develop from there and how the book strategy might play in as well.

Well, what do you have a situation? Are you in a position to bring business to them or are you in a position where you're looking to get business from them?

We don't bring them business, but the software creates significant efficiencies. So either they're saving, you know, in terms of a salary and the coordination of their activities, their coordinators is what they call that, and. Or the capacity of their therapists improves with our software. So.

Okay, so they are going to make. You're helping them make more money.

We're helping them make more money, but we're helping them do it. We're not providing those new come true.

See, this is part of like crafting from the beginning. If you were to say, how certain are you in your ability to get an outcome for them? If I were to say to you, and remember, we start with a dream come true and it's okay to think this thought and, you know, talk about this here or think about it silently, but what would you do if you only got paid if they get a result? What. What result can you right now? If they would just get out of your way and let you do it for them, what would be the result that you could possibly create for them? If you were to take over for them, what would that be?

Well, I think that's the software we've built.

Okay.

But for them to have the ideal outcome, it is still dependent upon them using it.

All right, if we look at it though, if you were to come in and use it on their behalf, you were to stop or whatever it takes to implement this in their business. If you were to drive that for them, what would be the outcome? Outcome that they would get what would be the best possible outcome.

They would reduce half of an FTE and a skilled FTE and increase capacity of their therapists about 20%.

Okay, so and how much more billing, what would that mean in terms of money?

I'd do the math.

Yeah, yeah. I mean, so when you look at it then compared to how much you charge for that, what would be the delta, the spread between will be the ROI on that plus the outcome that you're.

Yeah. We charge 1500amonth for the software and their benefit would. Rough math here. I have never done that calculation before, unfortunately is 20 to 30k a month, I would guess.

Okay. And if that's. If that's true, then that's. You need to be shouting that because the reason that you might be having trouble is that they're not clearly able to do that math themselves. Okay. They're not able to discern that. Holy cow, this 1500 is going to make us $20,000 a month.

Okay.

They don't see that yet. Yeah, I see that you haven't drawn it to their attention. Right. And if that truly is true, then you may be paying, you may be able to offer that as a service for $7,000 a month.

Right. Using our software, which.

Using their software with a trained expert who's managing it on their behalf. That. Do you think about how high. What's the best dream come true outcome which you could create for somebody. If you were to say to somebody, hey, you want to make an extra instead of 20,000 that they can make an extra 13,000.

Yeah.

Right. And it only that you're. You're charging a third of the 25%.

Yeah, it's obvious. Of course they'd want that.

Yeah, of course. So that's the way. Just thinking that way, I would say to people, look, what you're doing and what every business is doing is they're approaching these businesses from the purchasing department. You're going to the purchasing department and say, hey, write up a purchase order for this software. It's going to. Once you install it and you do the stuff, you're going to get a return on that. It's going to save you time and it's going to. But you're not clearly articulating it. And they have to now discern of the money that we're going to spend out, because that's where money goes out is through the purchasing department. But what if you go around to the back door and you start approaching at the receiving dock? There's zero resistance at the receiving dock.

Yeah.

Or Saying, hey, you guys got room for an extra 13,000 this month? Yes. Right this way. Come on in. Yeah, so you gotta be able to articulate it that way. That makes a big. That makes a big difference for it, right?

Yeah. Thank you.

You're very welcome.

Awesome. I know we have about 10 minutes left, so. Or 8 minutes left, so Marlon and then Oksana and Roland, if we have time. And that'll probably be it, guys.

Okay. Great afternoon.

Happy New Year.

Dean.

Thank you for these wonderful episodes. I definitely will have to go through this again. I love the idea about the ecosystem versus like this piecemeal system each partner dance. And so just wondering. I do love the idea of having people identify themselves. What we do think about as far as book strategy for people who are looking to do dance? Just thinking as a lead generator.

So what would be if somebody could get the benefit? What would somebody really want if they could? If just buying this book and holding it to my chest could make my dance dreams come true? How would you articulate that in the COVID Look at the example of, you know, what is it that, you know, you look at the. What is it the saying that people that we want. Let me show you an example. This is fun. But I love these book cover ideas. Am I sharing my screen there? Yeah. Okay, let's go here. There's an example. This is one of my favorites. Shut up and take my money. How to read your customers minds and win them over for life. What a great title. That is fun and exciting. Here's the 50 minute marketing sprint. And by the way, we can get. Go to 50minutemarketingsprint.com and you can get that one as well. I love from the Simpsons, we have the. I don't know whether I put it up in here, but you know, you look at it. What would be the thing that you could convey in a book, right, that what would they say is like, you know, what's the equivalent of read this if you want to take great photographs of places, read this if you want to be the best dancer at bingo or read, you know, whatever. What is the outcome that somebody would. Would want about dance?

I think at the end of the day, I think that it's usually, as you said, it's either situational, like some special event coming up, but many times at the core root of it, it's usually either like something to do with their relationship or building, many times building confidence.

And that's part of the thing. But they may not know that that's what dance is about. Right.

On. Whatever Is the primary level.

I was even.

Easiest way to do it is to think of a how to. How to is the great shortcut of things because you can't finish how to without promising some kind of transformational benefit. So when you say even if it's long, even if it's the thing. We did the book with Frank Kern how. How to get high Paid Consulting clients. Even if nobody knows who you are, you know, so if you say that how to dance like you've. You've been a lifetime dancer, Right. That kind of how to look like you've been taking dance lessons for your whole life or that, you know, that kind of how to get natural rhythm or how to appear that you've got natural rhythm or how to, you know.

Wonderful.

Yeah. And maybe you say it on the thing. What is their biggest fear? What is their. Their biggest fear? Right. Like how to trick people into thinking you're an amazing dancer.

Yeah.

Fumbling, looking. Not coordinated too left.

Right. Exactly. And that's maybe the thing, the honest thing, is how to. How to trick people into thinking you're an amazing dancer, even though you can't. So you don't look stupid at the dance, because they're not. Sometimes people who are going to, you know, want to. You got to meet them where they are.

Yes, yes.

They may not be looking to pursue dance as a new hobby. They just don't want to look stupid at the wedding.

Exactly.

And so, you know, then that's an interesting thing. But now once they get a taste of it and they realize that they do have the rhythm after all.

Did Dean freeze?

I think so.

Oh, my goodness.

Frozen.

All right, there he is.

He's moving around now.

Okay, awesome. Okay, good.

All right.

Appreciate it.

Thanks, Marlon.

Thanks, Marlon. Hope we see you next month, too.

Oh, yes, for sure.

All right. Oksana.

Hello.

Thanks for your patience.

Oh, you're muted a little.

Unmute button down there. I know Dean can read lips, but some of the other. I don't think Marlon can.

Hi, guys. I used to be a small fish. I'm in Sydney, Australia. Been following you guys for over a decade, and I actually use one of your Dean's statistic when I present saying that 20% of prospects buy in 90 days, but 80% buy in 18 months. What's your plan? I'm in promotional product industry in America. I think you call it swag.

Okay. Yeah.

So my biggest challenge, and I kind of admire the person that you showed the blue graph with, because.

Jesus.

It's a very persistent and, you know, stickable clients.

You know, one of the things, the, the actual statistic is 15% and 85%. And when I did the, when we did this numbers on the eight year. You're not going to believe this, but there were 78 transactions and I looked 13 of them were less than 90 days and 68 were. 65. Sorry. Were more than 90 days, which is exactly five times 13.

Right.

So exactly. I would say there's five times more.

Yeah. So I have million questions, but I can't give you all of them. So my question is, do you ever clean the database and go, oh my God, this fish is dead. And you remove them or you never. You never do that?

Not really. I mean there. Because there. You never know. You know, like we've had people. When. When would I do that? When would I do that? Like we look at. I just said yesterday I just started a lead conversion workshop that I do. And I had a gentleman on who's been on my list for 10 years and it was the first time that he's. That he came out. So where would I cut him off after three years? After two years?

Would you manage. They did not engage with you. Let's say you have. They did not Open email for 6 months. When you delete them, if they're not interacting, if they're not raising the hand. And another question. Three emails a week. Wow. Is that. What's the subscribe rate? Do people get unsubscribe because you too much for them?

They beg for more. They wish they would do more emails. Because that's the thing is you've got. I'm not selling, I'm not, I'm not promoting. I'm not like there's a difference between. I don't do, you know, affiliate promotions. I'm not like doing launches where I'm hammering people four times a day to you got to get in before midnight or this is closing or any of those things. I'm sending three emails a week that 100% lead with education and value. They're not. It's all about like a blog post. It's like three blog posts a week. And then in the psych. And my super signature is where everything that I'm doing, I'm only communicating to the people that first they've gotten value. Right?

Yeah.

So you don't do hook, hook, hook Jeff, like Gary V. Saying no, I do.

I do.

And I've talked with Gary about this. That the thing. I think that the only two time frames are now and not now. And it's okay. If it's not now, because I give people every day the opportunity for it to be now. Every email that I send contains at the bottom of it. Plus, whenever you're ready. Whenever you're ready. Here's four ways I can help you. Doesn't have to be today. Yeah, but that's anchored. Yeah.

And why would you. Last one. How would you call the book if you were in the position of selling swag?

Yeah.

Because swag is just. It's not the thing. The. The thing is what swag does.

Yeah.

Right. I would say I would do something like return on keychains or return on mouse pads or return on. What's your most popular or unique or crazy item that you sell of swag? Right. Like, aside from that, what would be an example of one?

That notebook. Take a note, everyone. Love. I'm. I'm writing notes and, you know, I'm.

Doing it with people.

Yeah. So return on notebooks or return on pens or return on. Return on swag would probably be a good one where you're giving people the framework of how to think about swag as a competitive advantage and profit. Am I stuck? Are you stuck?

I think she's stuck this time.

She's stuck.

Australia.

She looks happy.

You do that to us, Dean.

We froze her in place there. She's so happy.

I love it. I love it.

Even in ecstatic freezing.

And great.

Oh, she's got swag. Good one, Rosalind. Great questions. Oksana and Roland. We waited patiently. So saving the best for last.

Nice.

I will be quick, Dean. I'm looking out my window right now at my steers out in the field. So two of them go to butcher's next month. So we get to eat. We get. That's our benefit from them. They feed us.

I love it.

Yeah.

So real quick.

I've had an advertising agency for 36 years. Loved it. It's time for me to move on to a new venture. I've started writing children's books on how to. And it's all about it. Little girls from about five to three to find their superpowers. And I've finished my seventh book. My first one will launch in February.

Yep.

And so I'm making a total shift.

I'm gonna.

I'm gonna basically, in about next eight months, close my agency completely or sell it or something will happen. And just focus on this. Because this is where my passion is. I'm doing the illustrations and stuff, but it's a whole new thing. I'm used to advertising for dirt companies. For big engineering firms, stuff like that. Now I'm going to little tiny girls. Luckily I have two granddaughters that I test everything on. But that's where my passion is, is to let them have their superpowers so they can take it into adulthood. Because I see so many people come and I'm sure that you see it all the time. They have hang ups that happened when they were 4 or things that happened when they were 8 years old, they're carrying in their 50s so I want to be able to help them with.

That and wow, amazing.

So I'm not sure where to go with that. I got some great titles because I was just listening to. I wish I could remember his name but he did the Eat the frog first.

Yes.

Yeah. And that was. It changed everything for that book. He sold millions of them because of the title.

Yeah, yeah, you get the title of a book, right? I mean it's, it's worth spending the time and the energy and the thought. It's a lot of people think, you know, what a good simple sounding book title just rolls off the tongue. But it's anything but that.

I mean my first one is, my first one is I'm not a princess, I'm a superhero. And so it's all going to be around her, finding her superpowers, how her grandma helps her, et cetera. So I just need to know where to go. I've got about 70 posts ready to go because I've watched, I've listened to Joe at a lot of conferences and so I've been following it and so I just packed them up. So as soon as it turns on I can just start flipping them out. But I don't have a giant email list yet because I don't think an 80 year old engineer is going to be excited about it. But.

Right. Well that's the thing is you got to figure out what's going to be, what is your audience, what's the thing that they're going to want and you can't. The, the biggest thing that you want to do is not try and have people think a new thought. You can't understand. You can't give them an inside joke or you can't give them something that they're going to unpack once they know something. You have to only know what they know. That's where when you know, you look at the title, it has to make sense in their world. Right. Whereas you try and you're trying if you know stuff that they're going to think a new way after they're exposed to your information. That's the curse of knowledge in a way that you can't unthink what you know that you're going to. You're about to tell them. You have to come at it from that line. And so one of the things that I do is I create what I call a word palette. And I'll sit and with a blank pad I'll think about all of the words and the thoughts and the things that are in their mind about what it is that we're talking about here. You know, like how are they talking about? What's the thought that's going on in their mind that you most want to connect with. Even though they may not know the words that you're talking about you. It's your job to join the conversation that's going on in their mind. Right. That you know, from advertising thing. It's not to try and get them to join your conversation. You need to join their conversation and segue into your conversation. It's the music man. We got trouble in River City and that starts with T and that rhymes with P and that stands for pool. So we need a boys band. That's the thing. Right, but that's the. We don't talk about. You need a boys band. We talk about the trouble in River City. That's what's on their mind. You've got to be that type of approach. Right. You've got to join the conversation that they're.

One of the things I just added to the COVID is for girls only. Stamp that across. Because as I look there's not a lot of stuff just focused on girls. There's like, you know, unicorns and stuff, but not focused for that girl. And then when I talk to a group of high powered executive women and so what they want for their daughters is for them to be empowered to find their way. So I brought that in.

That's the thing. Are you. That you've got to understand too that you, you. Are you talking to the little girls or are you talking to their moms?

Their moms.

And so you've got to get. You've got to be join that conversation. Yeah, that's really what it is is that if you can join the conversation of that how to. What they're most concerned about with their girls. Yeah, that's. That's the thing. And then you introduce what you've got. You can't just. It's not about the. The greatest gift that you can give yourself in the before unit of marketing is just getting the Right. People. I'll give an example of. There's. I did some work with a party rental company in Toronto, so they do party rentals. I asked them how high is high? What's the greatest thing that you do if you get any client? They said an outdoor wedding is like the jackpot for a party rental company because you get tents and generators and lights and all of the stuff. Right. And. But being a party rental company, that's not a sexy decision for a bride. Nobody's looking out shopping for a party rental company, but what they are excited about is an outdoor wedding. So let's start the conversation and find people who are looking to have an outdoor wedding without even mentioning that we're a party rental company. So we put together a directory called 100 Great Places to have an outdoor wedding in Toronto and created a media piece that. Now when you advertise that, the people who ask for that are automatically the best candidates for your service because they're looking to have an outdoor wedding. So you got to start with what they're looking for and then be a chess master and think two or three moves ahead. If I can go upstream and find people who are thinking about. Because those are invisible prospects. You can't get a list of people who are thinking about having an outdoor wedding, just like you can't get a list of mothers who are concerned about passing on their childhood drama or baggage to them.

Right, Right.

So. But you can join the conversation that's going on in their head about that. Maybe a completely different title than what you're talking about. Yeah, yeah, yeah.

Well, I was just thinking doing it. Couldn't they list 101 ways to empower your young, your girl, your granddaughter? You could break it down into a lot of them. Because I know I buy a lot of books for my grandkids and so I'm the perfect market, too. Plus their mothers.

Plus, you know, there might be something too, that Breaking the chain or breaking the pattern or breaking the something where don't you know that you're raising. How to stop raising your daughter as the grand. You know, you're the ghost of your mother's mother or. Yeah, I mean, that kind of stuff that's going on. But anyway, that's the. That's the pattern. You know, we could. We've done. We've done a meetup, I think, or did something with Joe, anyway, about book titles. That would be. And I think we've got on. I love marketing some episodes about book titles. Okay. Look at that. Yeah.

I was in A. I was in an airport and it said, you're a badass money making machine. I didn't even look open it. I just bought it, read the whole thing on the plane to Vietnam. And it was like, it was amazing, you know, And I was like, see, there you go.

It's funny.

Well, if you're down in Texas, stop by. I'll have a nice big rare steak for you.

Hey, there you go. I like what I'm hearing. Straight off the farm to table is the.

They say yeah right there. Yeah, slice it off the cows of walking.

That's awesome. All right, well, guys, you guys, we.

Have gone 12 minutes past. But you know what, Dave Strean, I want to give you the final word. What do you think about this I Love marketing meetup. Mr. Dave Streen.

Absolutely amazing. Dean always drops the gold nuggets.

Agreed. So save the chat on the bottom right. The next I Love Marketing meetup will be on February 16th, third Wednesday of February, 11:30 Pacific, 2:30 Eastern. And Dean, do we know yet who we're, who we're gonna have on? Or are we just gonna.

I don't know.

I know for sure one person that we're gonna have on. It might be our little buddy might be back. Yes.

JoePolishReturns.com don't forget to check that out. Find out about the amazing speakers who will be at the event next month, February 11, 12 and 13. And maybe you can be there too. We'd love it.

I'm so excited. This will be my first one.

Yay.

Wait.

All right, guys, have a great day. Thank you so much. Yeah. The PDF go to.

Thank you.

50Minutemarketingsprint.Com you can get that. Okay.

Thank you so much.

On the right. Thanks, everyone.

Let's see that.