Fast-Track Results-Based Marketing for Busy Entrepreneurs Feat. Dean Jackson

So much of our decisions happen without our conscious thought that if you touch a burning stove, your hand is moving away faster than you can consciously think. I got to move my hand. And when you're saying that you've established that feeling associated with bulletproof, that when. Now I know that that's what I want. And when I see that one of my choices is I can get a bulletproof coffee, that resonates with what I'm doing. So my reflex is, yes, that's the brand for me to frame.

The day we had our second virtual I Love Marketing meetup group. Was that last week? Yeah, Wednesday we had 190 people on it. And there's some things. So we have a. I don't know how many are currently active around the world, but me and Dean, when we first started the I Love Marketing podcast back in 2010, me and Dean were having a conversation, and Dean had been doing this thing called Marketing Mondays, and I think he stole that idea from me. Just kidding. And so Dean was doing Marketing Mondays, where, like, you know, you think of a day that you devote to marketing. At least that's the way that I used it.

Yeah.

You know, with. Back, you know, 20 years ago with. With my carpet cleaners, one. One of my members said, you know, I'm going to designate Monday as Joe Polish Marketing Monday. We even had, like, a video testimonial, this guy saying this. And.

And then, of course, started that Marketing Monday podcast. When I started in 2005, there were. Or 2000. Whenever iTunes first came out that you could do podcasts, there were. It was a directory. There were only 500 podcasts that were even existing at the time.

Yep. Me and Alex Mendozian did two podcasts in 2005. And I'm kicking myself because one of the things that we had talked about doing, we just never did it was, what if we started the most expensive podcast in the world, we would charge $10,000 a year to be access to the man. It would have just been a great story had we done it. Even if we had, like, one person sign up would have been worth doing. But, yeah, so you. You. So you did a podcast early on. So we just sing up Marketing Monday. So Dean actually turned it into a podcast. It was. I'm giving you credit. I don't want to sound like I came like. Like this guy. This guy that was a member said it. But the thing is, it's like picking day that you designate for a really important activity in your business, which is marketing. And so when me and Dean started the I Love Marketing podcast. The whole point behind it was if you're having conversations with other people that you know, like trust, you have a sounding board. Who else could benefit from hearing that conversation? And our initial starting of I Love Marketing was it actually came the name I got from a. When I was driving from Palm Springs. Well, it was, we had done our kind of our first genius network event. That was everyone in the group. It wasn't just a small group. And that's when we had, we had Richard Branson at it. We have Bill Phillips. I can't even remember you were there, Dean. That was like in la. And we had, you know, Dan Sullivan. I had a handful of speakers there. It was pretty cool. And I was driving back and then I'd spent the day after I was consulting with Bill Phillips on some, you know, fitness related stuff for his book Transformation that he had written, which was, you know, 13 or 14 years or something after. I know it's probably like a decade after he wrote Body for Life. But anyway, I was driving through Palm Springs, Palm Desert, and I saw a billboard that said I hate Rock Hill Church. I think it was Satan. And I was like, boy, this is really interesting. And you know, back then, you know, cell phones or iPhones had only been like 3 years old or whatever and I couldn't get online where I was driving. So I wrote that down and I came home and I typed it into my computer and I was like, this is either someone that really hates this church or it's a marketing thing. And so Dean Jackson, as many of you know, Dean Jackson invented the squeeze page where you enter your name and you or email and you go to the in order to go to the next page. So Dean Jackson invented that in 1997 for stopyourdivorce.com which was a ebook that he had written on stopping your divorce. And so that whole invention of his from a psychological standpoint changed the course of history for marketers. And now many people utilize something that started in Dean's crazy brain. And so it was an opt in page. I hate. I think it's Red Rock or Rock Hill Church, I can't remember. I'm sure you can find it online. Someone should just do a search. I hate something church in Palm Desert, Palm Springs. And we can find it. And when I went there, it said, you know, the same billboard was their opt in page. It was their landing page. And it said, you know, we hate this church because it has a Christian based community. And you know, just all this stuff and I was like. So I registered. I hate marketing.com because I thought, there's so many people that have not had success with marketing, they hate it. And maybe I'll use that as a lead in. In order to get people to actually kind of trick them into being introduced to some effective marketing. But me and Dean were talking about. We just had this great conversation, and I don't know if it's you or me who said it, but at the end of it, we're like, man, could you imagine if this was recorded and other people heard it and how valuable it would be for small business owners? And that's when we decided. I was like, well, you know, what would we want it to be? We want people that love marketing. Marketing is such a valuable thing, and a lot of people don't understand that. They don't have success with it. So let's create this podcast where we can record conversations that we would have with each other, but other people can eavesdrop on it. That was sort of the whole premise behind it. So we started. I love marketing. And when we were really pimping it, I mean, we're like, early on, we're getting about 300,000 downloads per episode. And right from. I mean, it was a very popular podcast. I mean, I'm still trying to find the one we did with Tim Ferriss. Where before, after. After the podcast, we said to Tim, you know, I was saying to Tim, you know, you should start your own podcast. Both of us were. We're trying to tell Tim he should. He's like, no, I don't want to do that. I don't think it's a good idea. We're like, no, dude, seriously, you should start. And now, of course, he has, you know, this massive podcast that dw worse, almost everyone's podcast. But we started doing meetup groups, and we took our content that was valuable, and we just made it available to everyone. And we gave them, like, a guide on how to start their own meetup groups using conversations and discussions based about what we talked about. And, you know, we had over 100 people all over the world every day that were doing meetup groups at different parts of the world. I mean, they're everywhere. They're in different countries, like, all over the world. And then, you know, since we never built a monetization model around it, we didn't, you know, have a big incentive to just always talk about it. So it's kind of ebbed and flowed. But there's been some groups that have been, you know, consistent for years. And one of them is the Scottsdale Group with a guy named Dave and a woman named Charlie who've been running it for years. And. And so they had. I'd been going, I would show up every once in a while to the I Love Marketing meetup groups, the Scottsdale Library. And you'd think like Elvis walked in or something. And it's always hard for me to think that people that listen to hours, hundreds of hours of you talking about something, they know you really well, but you don't know them at all. And it's like the strangest sort of thing. I've still. I still have a. It's weird to me. But so they're like, you know, you want to do a virtual one? So we did a virtual one and it went really well. And then we did one last week and some of you were actually on it, and we had 190 people on it. And it's made me realize that without even doing any sort of, hardly any promotion other than sending an email and stuff, we could probably get thousands of people if we started promoting this onto an I Love Marketing meetup group. And so we're going to keep doing these things. And I don't know how many of you do podcasts, but one of the ways to leverage it is to build like some sort of meetup groups around it in person or virtually. So Dean. Anyway, the point is, you know, this all started from an opt in page. This all started. And so I want to ask you a couple questions for people that. Some may sound basic, but you always take it into a really good direction. That ends up being a very valuable discussion. What is marketing?

Wow. You know, can I say so much? I'll share this. Because marketing, you know, we always talk about it as the difference between sales and marketing. And marketing is everything you do to get to the point where you're in conversation with someone so that you can start your sales process. But I, I think on top of that, the thing that's always been confusing for people is what is branding? And that's a. You have recently, you know, had an epiphany about brand and how it is important. And to the extent I try and think, like, why do people talk about that as such an important thing? And you put out Coca Cola as the leader, you know, the most valuable brand in the world, and you're thinking, well, it would be expensive to overcome that, you know, overtake a brand leader like that. And that they have done it, you know, to this huge scope and what came together for me is I watched this video that Ray Dalio had done. Ray Dalio, the guy who wrote Principles, the hedge fund billionaire. And he talked about the markets, explaining what the markets are and what the markets are. The market for anything, the auto market or the beverage market or the real estate market. Whatever they talk about is this aggregate of individual micro transactions between one person and another person and the extent, the number of those that are happening when you put them altogether, get the scope of the market. And I thought it's the same thing for brand, right? The reason that Coca Cola has such an amazing brand is that they've done an incredible job of establishing that brand in the hearts and minds of billions of individual people. You can't establish a brand on a group. Right. You can't do it on the scope of things. And so that's good news because you can only do it individually. Right. So I started thinking about it in terms of that. And what is it that we're actually trying to establish? What does that mean? Establish a brand. And I came up with an acronym for it that I think really hits it on the head. What we're trying to establish and what Coca Cola has done, what Budweiser has done, is they've established a brand, A B R A N D of a buying reflex affecting now decisions.

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

That's what a brand is in my mind right now. They've established a buying reflex that when people are presented with the choice to do something or the opportunity or the need to do something, their decision is guided by this buying reflex. And so when you go into a restaurant and you order a meal and somebody says, what would you like to drink? Billions of people have been programmed to say, I'll have a Coke. And that's an interesting thing. Now that doesn't mean that you can't overtake an established brand like that. It's just that it takes years and a lot of time and money to establish those individual brands over billions of people. It's the scope that they've done of this. And so you look at Budweiser is the king of beers. It's the most ordered beer. If you go, give me a Beer? I'll have a Bud. Okay. But if you go into Punxsutawney, Pennsylvania, I'm sure I don't know where this is true or not, but I imagine that there's a microbrewery there that may make a Punxsutawney Pale Ale. That if you live in Puxsutawney and you go there, that your buying reflex might be for a Punxsutawney pail. And that's only because you've been exposed to it and that brand has. Has been established. So it really comes down to harmonizes with our eight profit activators in the terms of selecting a single target market. Because you're going to have to establish that brand in the hearts and minds of one person at a time. You can't install a brand in a group of people without individually establishing that brand among them. So that felt like a breakthrough to me. And so maybe I've articulated in a way that makes you kind of think is how can we establish that buying reflex in all of our clients and all of our prospects, the people that when faced with a buying decision, that we become the buying reflex one more time.

So I'm going to type it in here. Brand equals what.

Buying reflex affecting now decisions.

Now, what do you think it would be for Dave Asprey, when you think of, is it butter or uncontrollable pooping, what do you think it would be?

Whenever I'm in the market for uncontrollable pooping? Yes.

It could be both, Joe.

It could be both.

It could be both.

Dave, what do you think of this when you think of bulletproof? Because you've established a pretty big brand. I mean, you've got it now.

The idea of bulletproof is that Superman is bulletproof. And most people think of that unless they're in Texas, where it's actually bulletproof.

So what.

What the reflex that people do not necessarily is to buy, but to feel like a burst of energy right here. And a lot of the early imagery I use in the brand and all that is like you felt a surge of energy. So I just wanted to feel that when you're building a brand is how do they feel when they interact it, when they read something even before they can properly process the words, did it. Did it elevate them? And so you just want this level of excitement about it or whatever the feeling for your brand is. So when you look at the logo, before you can think, oh, isn't that. Isn't that cute? Isn't that creative. Didn't they think really hard. It's what hits before the thought. And I use neurofeedback actually to be able to sort of sense what the body does before the mind has a chance to chew on it. And that's what I use to do the brand, if that's helpful.

That makes total sense though. That totally harmonizes with what I'm saying.

I think it does.

Yeah. You have established that and I've heard you talk about this actually that much of our decisions happen without our conscious thought that if you touch a burning stove, your hand is moving away faster than you can consciously think. I got to move my hand. And when you're saying that you've established that feeling associated with bulletproof that when. Now I know that that's what I want. And when I see that one of my choices is I can get a bulletproof coffee that resonates with what I'm doing. So my reflex is yes, that's the brand for me.

Yeah, you have to imagine that same magic system that touches the hot stove. It also wants to touch furry bunnies or sources of whatever. So if it wants to reach out before you thought of it like the.

Piece of chocolate cake, you don't know.

Why you put it in your mouth until afterwards at least. That's always been my experience. Like damn it, I said I wasn't.

Going to do that.

They should be buying your stuff with that same reflex, right?

That's exactly right.

Okay, I'm reading some of these comments here. Of course I spelled brand. The first one I wrote affecting now decisions with A, E. You think I would just be smart enough to be B, R, E and D. Well, you know, what do you think how much of this Dean, is orchestrated versus accidental?

Well, I think that it's happening either way. So it's either happening accidentally that people are. They have a reflexive reaction about your. About your brand or you're orchestrating it. You know, you've thought it through and you're consciously shifting the way that people perceive what it is that you're trying to portray. Yes, it's happening. They people have a reflex and specifically about you and your, and your brand. It's either unconsciously that they've established that in their minds or you've consciously orchestrated it. Yeah, I think it's important to understand everything that I'm looking at is doing it in a reverse engineered kind of way is where is the now decision going to happen? And that's been out of that whole thing. I said a buying reflex. Affecting now decisions, because that's the moment that counts. They can feel good about you and about your brand in any other time, but when it's a now decision, then that's when we want that to really be established in their mind. Right. And so understanding this, it's really changed the way I think about lead conversion is I've really come to the point that there's only two time frames. There's now and not now. And that's the whole thing. And it's okay if it's not now. Everything I'm doing, all the communication that I'm making to people is really geared towards when it is now. Then I know that they have a reflex. That's why every single email that I send out says, whenever you're ready, here's four ways I can help you. So it's not that I'm going content, content, content sales or content, content. And then every fourth or fifth email you're selling something is, I'm giving, giving, giving, giving, giving, giving, giving. And at some point, whenever, it's now, here you are, here's four ways I can help you. And it's always there so that people know they're never. They don't have to go back and look for that offer that I made. They go, just search Dean Jackson. And in your inbox, any of the emails are instantly a link up to whenever you need help with email, whenever you want to come to a breakthrough boot for, whenever you want to write a book, any of that stuff that. That's what, that's what everything that we're doing is to establish that reflex for people.

Yeah, gotcha. Well, here's one thing I want to do. I want to frame this a little bit too. This summer. So years ago, I heard Dan Sullivan, he was, I don't, I can't remember the context that he was talking about it in, but it, it had some. But it was tool belt, toolbox, tool shed was the conversation. And, and I've done some podcasts with Dan where we've actually talked about this, where I started thinking that, well, what if you utilize that for marketing? So I want to ask you this, Dean. So I just wrote this down right now. So it says, basically, you know, I should probably move the comments here so I can see myself around the screen here. So tool belt are things that you use daily, toolbox are things you use frequently. And tool sheds, special needs. So if you can think of a tool belt, toolbox, tool shed, and for all. And so if you think of like your phone, you Know, this is a tool that you may, you know, use daily. You want, you don't want a crack screen, something that slow doesn't work. If you're going to have tools that you use daily, you want to have the very best, most effective ones. Like when Elko gives a presentation in a few minutes, I would almost like to think, okay, if you like the strategy, is this something you want to have on your tool belt, your toolbox, your tool shed? Because what happens with so much marketing is it may work, but it's, it's not exploited. And if you hear an idea or a model and you're able to use it over and over again, like Dave Kekich, one of his Keckish Krios is, you know, a few basic moves produce all results. Like a few basic moves produce all results. You know, with anyone in martial arts, you know, they don't learn 4,000 moves. They learn a handful that they do 4,000 times in order to have mastery. So in terms of your tool belt, toolbox, tool shed, one of the ways I would explain it to my carpet cleaners because that's how long ago I started doing it when there was no Internet. I'd be like, well, you want to have a free recorded message on your tool belt. You want to use it every single day. You're going to have it on business cards, you're going to have it on the side of your van. You're going to use a consumer awareness guide almost daily, you're going to have a lead generation ad almost daily. Then a use frequently like a tool. So your tool belt would have like the free recorded message tool toolbox would be like a monthly client newsletter. You're going to mail that out every single month in a joint venture. You're going to use, you know, frequently and then like a client appreciation dinner or like a holiday or Christmas campaign. Is example like one of the things that I put into my calendar for starting in September that early on is use Santa in marketing. Because I used to do a lot of stuff with Dan Kennedy with Santa campaigns. Even if you're, you know, even if you think Santa, if you don't even celebrate Christmas, the bottom line is, is that using Santa in marketing is actually. But you're not going to use it every month, you're going to use it right? You know, November and December. But I'm putting it in early enough because when it comes up to December this year, I'm going to develop special need marketing campaigns built around Santa. I will probably send physical ribbons as an Example and packages, they're super light, they're lumpy mail. And I will start incorporating that in some things that I mail to people and you'll see. But Dean, I wanted to ask you what are fundamentals, essential things that would make the biggest difference for everyone here if they were think to using them on a regular basis, like nine word emails you're using daily. So give a couple of things that if everyone had these working and again I want to give this framework because I want you to start taking the different ideas that you hear from people speaking and say I'm going to put that on my tool belt, I'm going to put this in my toolbox, I'm going to put this in my tool shed. So you don't you have it, you have it available to you when you need it. So yeah, you know, that's what I.

Look for is what can you use as annuities? What are the things that you can set up a cadence to do? For example, we were working with a home services company in London in UK and we did a nine word email campaign that thousands of clients. So we set up a team of baristas, email baristas to individually email out to people in the fall and say hey Joe, have you had your boiler serviced yet this fall? That was it, just a nine word email boiler in the subject line. That's what they call their furnace or whatever. So sent that out and they would book boiler service things as fast as they could send out the emails. So that is an annuity. Now I just did an event with Mike Aguilera. We did a breakthrough blueprint with his group that are all home services and on day one we talked about this idea of annuities and this was in April, end of April. And so I suggested send out an email and say hey Joe, have you had your air conditioner serviced yet this spring? And they were sending out that email and everybody's reporting back with the tally of all of the business that they were booking by people responding to those emails. So there's something that you can do twice a year that you've got an annuity to bookend the spring and the fall. If you're a home service business, we do for 90 minute books we send out at the beginning. This is what's crazy is that the first of every month we send out a nine word email to the list and say hey Joe, would you like to get started on your book this month? Just book in the subject line, hi Joe, would you like to get started on your Book this month. And every single time we send that out, 5, 6, 7 people reply and say, yes, this is the month. They know that that's there. They know what we do. They know that they want to do it. They haven't gotten around to it. And just gently asking them, would you like to get started this month? They reply, so Christmas is one of my favorite things like that because you've got, you know, it comes around once a year. We did a campaign where if you're selling e commerce stuff or you're selling food from a physical location, is putting together a little Christmas wish PDF that shows your most popular things of what might be great things like if you remember getting the Sears Christmas wish book, when it would come in the mail, you would go through and you'd like, you know, highlight the things that you'd circle the things that you wanted, and then you'd kind of leave it around so your parents would see what, what you wanted. And so we started to kind of design a campaign around that to send out an email to, you know, do a little email for people that says, hi, Joy. Figured out a way for you to get exactly what you want at Christmas. Click here. And then we take them and it shows a video of showing people the Christmas wish catalog PDF that you can download and say, here's what you do is you print this out and then take a highlighter and highlight the things that you want and then leave it around the house so that people will see what it is that you want for, for Christmas. And we've had. It's kind of fun. We did that with a ski shop, with Lane Bowers, with his barefoot water skiing stuff, with fishing guy, with all kinds of anything that would be physical goods that you could, that you could do. It's pretty amazing, you know, when you start to develop this little calendar of annuities that you can pull out at just the right time. Funny you talk about Dan Kennedy, you know, because he had something, he said something In, I think, 2001 that really like, made me laugh because, you know, he always thinks about his followers as a herd, you know, like bunch of cattle that he's branded on the ranch kind of thing. And his concept was to whenever he wants anything or needs anything, he sends the bill to the herd. And that was like, you make an offer and send the bill to the herd and. And that just like struck me as pretty funny, you know, and so I.

It's funny. And it also. How much, how much dad Kenny doesn't really give a shit about Humans, because they're all bunch of cattle.

It's totally depersonalizing the relationship, this cattle. Right.

But he's a smart dude. He's a smart dude.

Absolutely. And so I wanted to go on this trip to Scotland, this amazing golf trip. And I thought, you know what, that's something. I'm gonna send the bill to the herd for this. And I made an offer. I put together a little Teleclass series back in 2001 or something and sent it out to my list and sold, you know, like $47,000 of this course and, you know, got the trip to Scotland. We ended up going, you know, three of the next four years, we went to Scotland every year. It was the third annual once in a lifetime trip to Scotland. But we played all the, all the British Open courses and, you know, had such a great, great experience. But that was, that was an entree into like, send the bill to the herd. It's kind of a.

No, no, exactly. Well, like the. I got to read this comment just because it's funny, you know, if you watch Jim do while he's sitting here bantering with Dave Asprey, you realize he's got some weird form of Tourette's. I don't know what it is. It's not, it's not horribly vulgar, but it's like these little outbursts of, you know. And I think I'm talking to a group of many ADD people because I'm one of them. But, you know, Jim is just kind of funny watching him. So Craig said, is Dean's hat a cat with gigantic boobs? So you have a. You have a cow on the top of your hat. You have the whole concept of a self milking cow. So I wanted to do this. I want to bring on Elko, who you and Elko are really dear friends, of course. What I'd like you to do is explain the concept of the self milking cow and how it ties into everything that you just said. Because it actually does.

Yeah, absolutely. So I did a book years ago called the Self Milking Cow. And that was what I realized, is that the frustration that most business owners have when they are growing their business is that they get frustrated with trying to be a self milking cow. Meaning they're trying to make the milk and milk themselves and pasteurize it and take it to market and package it up and, you know, send out the invoices and sweep up the shop and do everything. And at some point when they realize that they're a cow and they're the only one in the organization that can make the milk. Then to realize that the very best thing to do is to focus on just making the milk and organizing, aligning with farmers who can do everything. That's not milk making, and that allows you to roam the pasture. This is my world. I set up that for myself that I roam the pastures, get ideas, get exposed to people, meet and be out in the world and come up with ideas, get them all going in my brain, and then I come into the milking shed and get them all out into a digital format, and then they go to the processing plant, and everything else happens from there. So I realized that for me, we draw, when you think about any process, anything that you do in your business, we draw very consciously what we call the milk line. And I look at it that of all the things that I do, am I doing something that there's anybody else in the world that could do? If there's anybody else that could do it, then it's not my milk, it's not me making milk. The thing that I do with all of these podcasts is the only thing essential that I do is talk. So that's why we set it up so that all I do is dial in, I talk, and I hang up. And then everything else happens by other people. And including sending out the three emails a week that we send out, I don't write those. I spoke them on the podcast, But I have a writer that takes the transcript, turns those into three emails a week that go out with the super signature. And I don't respond to those because I wrote the initial responses to people. So we have email baristas who respond to all of the emails. I do my breakthrough blueprint events because I'm the one who does them. That's what is the expectation. But everything else about filling them and organizing the logistics for people to be there can be done by other people. So this is a constant reminder to continually drive everything that's not milk making a way to free up my time. And that's where we ask, you know, who? That's where who not how came from is asking that question is, is who else could do this? Not how do I do this? Because how is a linear you gotta do it question, and who is a multiplier? Who is the speed pass? You can get somebody who knows how to do it. They're gonna bring the how with them, and they do it. So now you're free to do more, think about more. What's right, what and who are the two big Entrepreneurial questions that every cow should be spending their days filling out with.

You know, let me. Let me.

Umbrella of your why it all start. It's all underneath. Why are we doing it in the first place? If you know why you're doing what it is, then it comes down to, well, what are we going to do? Can do this. And that's really it. Once you're clear on your why, you.

Know, here's what I want to do, because this is a really. My point of asking you to explain that is that we do this every year. We will pick a period of time where we'll have a conversation like this. We've done it in the live meetings many times. And then someone will get a big aha, right? And they'll be like, all right, I'm gonna. I'm gonna apply that. So one of the things I want to remind people of is so the emails that I send out every week, the three week emails. And we're not going to go into a long discussion. You're with us all day, right, Dean?

I am.

Okay, good. So I'm gonna actually just say a thing and then we're gonna put. We're gonna. I'm gonna come back to this conversation with you. I'll just. I'll just say this, and I'm gonna introduce Elko. We. We had this whole discussion, I don't know, a couple years ago, about nine word emails. Remember, Jennifer Hoodie was in the room. And they literally, that day, they actually sent out a nine word email. And I don't know how much money they made the next day, but it literally paid for their Genius Network membership, like, immediately.

I think it was like 120,000 or something immediately. Right, right.

And then several people actually did the same thing. And I want Genius Network to never be a cost to anybody. I want this to be a square that pays you to attend. Now, that requires a couple of things. One, it requires utilizing the ideas that you hear in applying them in a certain way. Secondly, it also requires two characteristics that I want in people that are clients, in friends, in myself is reciprocity and appreciation. I like people that are reciprocal, and I like people that are appreciative. And I always do my best to demonstrate that whenever someone helps me. Like, it's another CACAJ credo, you know, always, you know, show appreciation when earned, monetarily, when possible. So I like paying people that help make me money. And you know what? One of the things Sashin wrote is, you know, where do you hire such a baristas? Right. You're talking about your email baristas. And again, we'll come back to that one. I want that's a longer discussion for now of how do you, how do you find these people? But an employee is a behavior rental agreement, right? So I've got Eunice over here, I've been renting her behavior for 25 years. I got Rakim in the back, he's helping with video stuff. He does not help and he does like all video. I'm renting his behavior. I'm a behavior rental agreement. Right now you're all renting my behavior. So my behavior is going to either bring guests in, we're going to have discussions, we're going to facilitate things. So there's things where you are going to rent other people's behavior and to go back to your self milking cow concept, there's some things that you can direct that behavior to do that could produce enormous results. Right. So someone's either going to make you money, save you money or make your life easier so you can be more of the self milking cow. And I'm not very good at managing people. I'm actually quite terrible at it, I think. And so part of it is hiring other people that are better at that sort of stuff than me. And there's a handful of things that I do really well and the things that bring me joy are when I'm in those areas of as Dan would talk about, unique ability. And the things that bring me angst and bring me stress are when I'm outside of those areas. And so with this conversation, Dean like people to leave today with a couple of ideas like doing the nine word email or seeing some models. And when we do the I love marketing meetup groups, I've been talking to Dean. Someone actually asked, I can't remember, you know, are those recorded? Yeah, we're actually, we do the I love marketing meetup groups and then we put them out as episodes. So the reason that a lot of the things that I'm saying is all the different ways that you can repurpose, keep repeating the recipe where you can say the stuff that you say, the things that you do. How do you replicate it over and over again? And so when Dean was saying earlier, you know, what's the exact verbiage for your book? I'm going to type it up here so that you get five or six people every month that say, yeah, I'm ready to do the book.

Yeah. So the subject line is.

Subject line is book. Okay. And now by the way as simple as this sounds, this, what I'm typing up here is worth literally someone here will make a million dollars of this. So go ahead. Subject is book.

Yeah. And then the actual and how we do it is important too, because it's all on one line in the body of the email. So it goes. Hi, Joe.

Hi, Joe.

Would you like to get started with your book this month?

Would you like to get started with your book this month? So he's going to the same list. Some of them are interested, some are going to read it, some are not going to read it. But every single month, Dean consistently has people saying, yep, now's the time that I'm ready. Even if they've seen it before, heard it before, didn't open up the email, and you have this thing called 90minutebook.com and, and people can just pay 1800 bucks, they get a book and that's the seed that starts the whole process. And then you have email.

So Luba has been sending that out to everybody on her beauty list here in Winter Haven Eyebrows. Hi, Joe, would you like to get your eyebrows done this month?

Yes.

So my massage therapist, I had her send out one for at the beginning of a week. Hi, Joe, would you like to get a massage this week? It's ridiculous to just ask people, would you like to. Whatever it is. Because when I realized that the only two time frames that matter are now and not now, you got to realize that if you've had a list that has been in existence for 90 days or six months or a year, all of that gestating at every day, somebody's reaching the point where it's now. And if you just send them out, the thing that it's that they've had the opportunity for it to be now, even though it took them 90 days, nine months, nine years to get to that point. Today's the day. Now is now. And so you're sending that out and it's amazing.

Yeah, Love it, Love it. So here's the thing. Me and Dean have recorded like literally episodes, going through all kinds of iterations of this. The question is, should it be a one word subject line sometimes, Other times it's their name.

Charged, neutral and overtly specific is the thing. Not trying to not. The difference is using it not like a headline, but more like a label maker. You know, I always say Your mom has 100% open rate on her emails. And if you look at the emails from your mom and your friends, the subject lines are all overtly clear, almost like they have a label maker and they're typing out the label that you would put on the email if you were going to file it away to find it later. So, book, what's this about? Book, what's this about? Eyebrows. Whatever it is, charge neutral is the thing.

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

Come on.

Thank you. Watch them.