GRABBERS! I Love Marketing: The One About Mailbox Excitement (Joe Polish and Dean Jackson video)

Ready? 5, 4, 3, 2, 1.

Hey everybody, I'm Dean Jackson.

And this is Joe Polish, and Dean's got his little snake. Yeah, it's not a real snake. He thinks he's cool with it. Go ahead. See, you really like that snake.

It's not real.

We've been getting ready to do this episode here at the Piranha Marketing headquarters nonetheless.

The toy store.

The toy store, yeah. Dean just loves that frickin' snake.

I do.

He's been playing around with it. Anyway, what are we doing? Why are we here? Well, we've got a Platinum meeting that's gonna be starting tomorrow.

Tomorrow.

And we decided that we would pull out a bunch of stuff, and I've got lots of this stuff that you can—

Boxes of, a whole room full of grabbers.

Grabbers, yeah. And what is this? So here's the deal. If you wanna get someone's attention, if you want word-of-mouth marketing, if you want people to do business with you, You know, there's this famous, you know, that old sales, the AIDA principle, you know, attention, interest, desire, action, which many people talk about, get their attention. I mean, you could probably watch like Glengarry Glen Ross and that very funny scene from Alec Baldwin. But the whole point is like, how do you actually take this to the level of marketing and make it interactive? Now, there's a bunch of stuff that is sitting on tables in front of us, and a lot of people will look at this and say this is total junk, and very well it could be. Depending on what you do with it, how you do with it, the context, the, the, its involvement mechanisms.

Right.

Some people refer to this as like 3-dimensional mailings, grabbers, lumpy mail.

I call it mailbox excitement.

Mailbox excitement.

That's what it is. A shock and awe package. That's the thing is always in my mind when I'm sending something to somebody, I always want it to be for sure the most interesting thing they got in the mail that day.

Right.

You know?

What about that honey badger? We've got actually—

The honey badgers don't care.

Jeremy gave that to me at an I Love Marketing meetup group as a gift. It's in there.

There's a honey badger in there.

Now this is my favorite Burning Man hat. I actually really, you know, this is my favorite. I've got a bunch of different hats. I've been to Burning Man twice. Total freak show if you've never been there. If you don't know what I'm talking about, just Google Burning Man. But anyway, so the thing is, is there's a lot of stuff here. We're gonna actually go through and explain what this is, why it could be very important to you and how you can translate what a lot of people consider junk and stuff that you can get in dollar stores and turn it into money, turn it into sales, turn it into impact. This could be used in a nonprofit sort of environment if you want to get someone's attention. It could be used in a for-profit. It could be used in love letters. I mean, there's all kinds of things you can do. Like, for instance, this right here, uh, this— I can't even remember this dude's name, but this is a little, uh, little sumo wrestler, and I sent one of these to Marty Edelston. Uh, actually, no, I take that back. I actually saw one of those at Marty Edelston's house. I ended up getting one, and then I think I sent him one, or he might have sent me one. And me and Marty Edelston— Marty Edelston is the founder of Boardroom Inc. that Brian Kurtz and Margie Abrams and just amazing marketers, uh, they do Bottom Line Personal, the largest, uh, Non-advertising, paid-for consumer newsletter in the world. Just a great group of people. And I originally had sent Marty Edelston a Spider-Man, basically toilet seat with Spider-Man comics and stuff on the toilet seat. It was like this piece of art. It was really cool. He put it up on the wall. That somehow developed some level of bonding and relationship with me and Marty, and he sends me stuff all the time. I send him stuff. He sends me things.

Didn't he send you a box of chicks?

He sent me a box of baby chickens. Thankfully, I found someone that afternoon whose sister actually has a farm, because I was like, what the hell am I supposed to do with these things, right? Some gifts could actually freak people out. Now that being said, we're going to talk about it in the context of making money, and Dean's got a very creative mind. A lot of this, we've done Yellow Page roulette.

I've used a lot of these kind of things, because I love that kind of thing.

I'll give my take on it, but I want to hear your take on attention-grabbing direct mail. I learned all of this before the internet, alright? We were doing this before websites. Oh yeah, right. So, and the reality is there's less noise in people's mailboxes today than there ever has been. So you have a huge opportunity to still mail things to people. Like even this morning, you know, we have my high-level event that I'm doing in New York. It's gonna be the highest-level mastermind group on the planet. We've got, you know, Arianna Huffington and Peter Diamandis and Ray Kurzweil and Steve Forbes. Tim Ferriss, you know, and Mark Hyman, who's a doctor, is gonna speak at it. Evan Pagan, Neil Strauss, you, Dean Graziosi, John Benson, all these people that are coming in speaking at this thing. And we've had a few emails back and forth with Mark Hyman, who's just a brilliant dude. You know, he's written a bunch of books and just very smart, speaks at TED and all that. You know, we were having emails going back and forth, and I made a phone call to him, and we wrapped up what we needed to literally in the span of about 3 3 minutes. And I made this comment that, you know, you just— people try to do everything online. They try to make all conversions online. Sometimes you need to send people a card, send them a package, make a phone call, meet them in person. I mean, see, that's where you can really make a lot of things happen that electronically you just can't. You know, how are you going to send a yo-yo via email to someone and say, "Dear friend, as you can see, I've sent you a yo-yo." Why? Because you've been on a yo-yo diet or whatever.

Right, exactly.

You know what I'm saying?

Yeah, yeah.

So it could be— you could tie in anything. I wanna give your take on what this is. I'm gonna read a letter and then let's go through kind of like we do with Yellow Page Roulette.

I like it, yeah, maybe stimulate some ideas of how you could use stuff like this. But that, you know, what you said about just creating some drama, creating some theater around things, right?

Drama, of course, in the right way.

Right, right, but that's what I call that mailbox excitement. But you and I, I mean, we use things like, like I would say, You know, sending our I Love Marketing book into space with our action figures is theater. That's what that is. Now, the books have just arrived last week. We've been sending them out to people. They've been getting them.

And those of you that actually bought the book, thank you very much.

Yeah, and so the people who bought the book, they know when it came, the envelope is the most exciting looking thing they got in the mail that day. It's got the big red galactic space mission logo on it. It's got the "as seen in space," and the whole, you know, it's just an exciting thing to get in the mail. But there's all kinds of things that you can do like that. I used that, as you can see in these cars here, with Café Latte, when we were doing the birthday postcard promotion. One of the things we did was we got some Hot Wheels like this, and we took pictures of them and put them on the website as more of an incentive to bring people in. We said, "Plus, you could win one of 3 new cars." Right. And we showed the thing, "Which one will you choose?" And we had the convertible, the sports car, or the SUV. We had pictures of them, and then right below it in as big letters as everything else with little asterisks, it said, "Cars shown approximately actual size." And then when people came in, we had them on display. And it was kind of a funny thing. And they're like, oh, I want the sports car if I win. Totally. That kind of thing is pretty exciting. So even if you— especially if you're a location-based thing where you want— you're getting people to come in, rather than sending them a car, you could send the pictures of the car and have them on display in your restaurant or in your cafe or in your whatever to get people to— to come in.

Yeah, we'll see. And the whole point is like, you can take it too far with trying to be funny versus actually trying to sell. However, what you want to do though is you want to bond with people, you want to engage them, and you want involvement. And so what you just described is an involvement mechanism. So even like free recorded messages, void of having a grabber and you're gonna run an ad somewhere, if you can literally get someone to pick up the phone and call a 24-hour free recorded message that is an engagement mechanism. I mean, you're known for inventing the squeeze page, and that is like you were to take looking at a website and say, okay, how do we get more interactive involvement? And that was when— when did you first do that?

When did you first use it?

1997.

1997, okay. Now literally millions of people have knocked that off, and now there's different ways, and some people don't use squeeze pages anymore, you know, all that sort of stuff. But the point is, you always thought about how do we get more engagement and involvement from people that we are trying to do business with, you know, and that is the psychology of before, during, and after. So all of the 8 Profit Activators, which you hear us talk about on I Love Marketing, you know, one of the ways we want you to think about this is how do you incorporate 3-dimensional involvement, touch and feel things so that you can— Shock and awe, mailbox excitement, whatever you wanna call it. And so as an example, this ties into copy though. So it's one thing to have a mechanism. It's another thing to say certain things either in print, in audio, or like video.

You have to be able to segue it properly.

Exactly. So I'm gonna show you a couple of examples and we're gonna talk about this and I'll ask Dina, what would you do with this? What would you do with this? So, for instance, here is a dollar bill letter. I first learned this from Gary Halbert. And you basically attach a dollar bill to the top of the letter because, you know, it's a grabber. You want to grab someone's attention. And it says, Dear Christine, as you can see, I've attached a nice, crisp $1 bill to the top of this letter. Why have I done this? Actually, there are two reasons. One, I have something very important to say to you, and I needed some way to make sure this letter would catch your attention. And two, and secondly, for reasons I will explain in a moment, I wanted you to experience as you open this letter the The totally unique thrill of receiving money in the mail from a completely unexpected source. Now this is all Gary Halbert copy, right? First things first, what is it that I have to say to you that is so fired up important? Simply this, thank you. I really mean it. When you decided to invest in the Gary Halbert XXX package, which is the consultation I did with Gary, you took a chance. I admire that. And I intend to do everything within my power to make this the best investment you'll ever make. The content of this package is by far the most valuable marketing and copywriting information information in the entire world. You're about to discover the brilliant, jealously guarded secrets that Gary Halbert shared with me during a private consultation that has allowed me to rake in millions of dollars in my info marketing business. It will literally be like eavesdropping in on a private $11,500 consultation session with Gary Halbert and the next best thing to actually being there. Get ready to make $5,000 a day selling information from anywhere in the world starting from scratch with just a pen and a legal pad. These audios, you know, contain over 39 specific secrets that can result in huge explosive profits for any info marketer from the newbie just getting started to even the most advanced info marketer, blah, blah, blah. So it goes on to say that, and then at the very end, you know, I say more, but I'm not gonna read the whole letter, and it says, you know, I forgot to tell you, P.S., after I sign it in blue ink, by the way, important, I forgot to tell you the other reason I sent you the dollar bill letter. You know, you can do whatever you want with it. You can give it to charity, buy yourself a beer, whatever, but you know what I hope you do with it? I hope you frame it, and then someday in the not too distant future, what I hope happens is Someone will see the dollar bill hanging on your wall, and when they ask you about it, you'll say something like this: Well, that happens to be the very first dollar I ever received because of my association with Joe Polish and Piranha Marketing, and since then I've received hundreds of thousands of dollars more. Let's make it happen. And so that is a stick letter. That wasn't even designed to actually sell something with the grabber. It's after somebody bought something from me, we actually mail them the actual consultation audios. With this letter attached saying thank you. And someone's like, wow, when's the last time you, for one, got a thank you letter?

Do you remember ever— so do you remember ever getting money in the mail? Like, do you ever remember getting a dollar bill letter or getting— yeah, yeah. I remember the very first time. This was like— and I still remember it.

People send me letters now with $100 bills because they're trying to get me to get visas.

Yeah, yeah.

Hey, I hope you're enjoying this video, and I want to let you know that I have a new book that's has 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 joesfreebook.com and you can get a copy there.

I remember the very first time I got money in the mail like that. It was for, you know, I was like 18 or 19, and it came and it was a survey company, like a radio survey company. And they wanted me to fill out this survey with my radio listening habits. And it had 3 $1, like crisp $1 bills attached to it, like offering money, you know, in advance for, as a thank you for doing the survey. And I never did the survey, but I still, I kept the $3 and I still like, you know, I still feel a little bit guilty about that 20 years later.

I mean, I'm just sitting here thinking, I mean, you really need to do a—

It stood out in my mind.

Thanks for that.

It stood out in my mind. Yeah. Well, no, I— One of the things from the Halbert, I think he talks about this on those CDs that, you know, he talked about using an example of for somebody who sold things internationally or represented manufacturers in other countries.

Right.

And he got a stack of paper money from the countries that they represented and put a rubber band around it.

That's the one thing that you can do. I've got a bunch of foreign money. Foreign money here.

Okay, yeah, but he would send a letter and said, these are all the currencies of other countries. That's real money that you're not getting because you're not represented in these countries. And what we do is we help people, you know, distribute their goods in these countries. That's kind of an interesting use of money like that. And sometimes, I mean, foreign money, like where it's interesting from places that you've never seen before.

You don't know what it's worth.

Right.

It could be worth pennies.

Yeah, cheap. Yeah, like if you do a Google search for Educational Coin Company, they actually, you know, can send you literally money from almost any country. And so that's a great, you know, do a Google search, but that's Robin at Educational Coin Company. But basically, yeah, I mean, I've used every type of money, gluing pennies to the top of that. We recently sent out a tube mailing for an invitation for the New York event. And there were pennies in the tube. So there was a big rolled-up invitation, like a big poster, saying you're invited to come to this event. And on top of that, there's, I put pennies in it so when people get the tube, you hear this clinking around, like what is this? And it's one little more added element that added another 2 cents to the email.

We did that maybe last year, helped do with a letter with the Paula Abdul talking card.

Yeah, you know what, what I'll do in a month, I'll have you ramble off and I'll go downstairs and I'll grab one of those Paula Abdul talking cards because obviously, you know, there's so much stuff that I have. I mean, I've literally done hundreds of things. So we want to share, but let's make a note of that, that I will go grab the Paula card. Let me show one more example of a letter. Like, so you can use this obviously dollar bill letter. You can say, dear—

You do that. I'll text Eunice to bring it up.

Wonderful. Okay, why don't you do that, see if she's down there. I'm not sure, she might be at lunch. Alright, so we've got, we've got different ways that you can use grabbers. Like this one is something that I originally wrote in my carpet cleaning guide for carpet cleaners for accounts receivables, for when people owe them money. And this particular letter has helped generate millions of dollars of getting paid for accounts receivable money in different industries. It was part of my Stick Strategy Secrets program, like what do you do after you a sale in order to make the sale stick? And what do you do if you're in one of the situations where your business actually bills people when they're late on their payments? So this is a very non-threatening way. We've talked about this on a past episode of I Love Marketing.

Yeah, we went through the whole strategy.

Yeah, so I'm just gonna read kind of briefly. So the first letter says, Dear Name, as you probably noticed, I've attached a piece of string to this letter. Why have I done this, you ask? For two reasons, actually. One, to get your attention, and two, so that you can tie this special piece of string around your finger so you wouldn't forget to pay the bill below. This is just my friendly little way of reminding you that your account is past due. I know you're busy, so if you just tie the string around your finger, you won't forget to pay me. Please take a few minutes and write a check so I won't have to interrupt your busy schedule with a piece of string again. I appreciate your prompt attention. Sincerely, you know, me. P.S., please hurry and return the special piece of string with your check. I need this string for other accounts. So that adds, you know, you're talking about a situation where people may be in financial trouble or They may be, you know, who knows? I mean, but the fact is, if you provided a service and someone owes you money, you need to be getting paid for that. And if they're hemming and hawing or not paying you, how do you do it in a way to where you can keep them on your side as much as possible, not piss them off, not come across as like a hardcore collection agency where if they're angry or in a situation, they're like, well, screw you, I'm just not gonna pay you. And that's how most people's attempts to collect are actually treated. So They're not only not getting paid, the people end up hating them, and in reality you totally get screwed if you're the service provider because— either way, you know, yeah, I mean completely. So, and if they don't— so you send that out and it's just a great grabber. Now you can use different string. Here's really colorful string. Look how pretty that is.

That's very fancy fur.

Here's thicker, it's green, you know, it's like rope here.

It's a rope.

You want me to tell you a rope joke?

That's a lifeline.

Okay, a piece of rope goes into a bar and goes up to the bartender and says, you know, "Give me a Scotch on the rocks," right? And the bartender says, you know, "You're a piece of rope. Don't you see the sign, 'We don't serve ropes'? Get out of here." So he tells the rope, and the rope goes outside and kind of sits on the curb and is depressed and like really wants a drink. And so the rope comes up with this idea, so he jumps and ties himself in a knot, kind of messes with the top of the rope and just kind of frizzes his hair a little bit and walks back into the bar and goes up to the bartender and says, "I'd like a Budweiser." And the bartender looks at him and says, "Aren't you that rope that was in here just a few minutes ago?" And he says, "No, I'm afraid not." I'm afraid not.

That's good.

Is that powerful?

See, that's like That's what they call in comedy phonetic ambiguity. That's what that is.

I just thought it was a very mediocre joke, but it reminded me of that. So this is what happens when you're ADD. Alright, so, so basically, second notice. Here's that piece of string again. Now you send this out like a week or two after you send the first one if you don't get payment. Dear name, I was hoping this wouldn't happen, but I haven't heard from you, so I'm forced to send you another piece of string. This string works if you tie it around your finger right now You will not forget to pay your outstanding bill. I told you this is a special piece of string. Sometimes these things happen. I understand once in a while a bill may slip by and you don't even realize it. Please take care of your obligation now. If you're unable to pay the overbill— overdue bill in full at this time, please call my office to arrange payment plan. I understand that occasionally life throws us a curveball, but before it counts as a strike against us, we can correct it. Sincerely, blah blah blah. P.S. I need that special string back. I'm running out. And by the way, if you actually want to legitimately and legally use these letters, which are copywritten, that we own, you can actually buy our program. However, you know, this will give you some ideas. I just want to say that because people really need to be sending us money, because this is truly— this letter, these letter sequences, people in that business could literally— oh, it could be worth tens of thousands of dollars. So why would someone take something that— this is genius— use it and then not want to be willing to reciprocate and give the giver of this great advice money, right?

I can't even think of one possible reason.

I can't fathom it other than no ethics. Right. But, you know, all right. So that being said, so the third notice, I'm running out of special string. Can you read this one, Dean?

You want me to read this? Please.

I'll read the whole thing. I think too much time's being spent with me talking.

That's interesting, isn't it?

Yeah. Imagine that. I think about those things.

This is your third piece of special string. I'm running out of special string. Please pay your overdue bill right now or tie this special piece of string around your finger so you don't forget. I've got a problem. You see, I really am running out of special string. This is the very last piece I can afford to give you. If I don't receive your payment or a call from you explaining your situation, I'm going to be forced to turn this over to so-and-so collection agency. I don't want to do that. You see, once the so-and-so collection agency has your name, your credit rating will reflect your nonpayment. That's that could possibly affect you the next time you get a loan or from anyone that you would like credit from. I don't want to do it, but my hands are tied. I've done my part. I've sent you 2 other notices and I haven't heard from you. It's our strict company policy these days, all overdue accounts must be turned over to the collection agency after 3 attempts have been made to collect. You still have a way out. If you send your payment in the next 5 days, this will all be avoided. You must act quickly. Sincerely, Joe Polish.

"PS: Hoping my special string will work its magic." Yeah, and the funny thing I used to say is if someone doesn't pay you after that or they simply don't want to, you could send them a, like, a miniature noose or something and tell them to hang themselves by their big toe.

There we go.

You know, but here's the Paula letter. I'll get to that in a moment. But so basically, what are your thoughts on that, Dean? Now, like, what's the psychology behind that? I mean, we're showing a single piece of paper and a piece of string which costs nothing nothing, and then a stamp. And you're going to send that 3 times. I mean, you're not talking about a very expensive, elaborate, complicated method of communicating people that owe you money. What's the psychology behind it? Why does that work? Because we know that letter has— I mean, I have people over the years that have used that letter that it has solved a large portion, not all. Sometimes you have to turn things over, per se, to a collection agency, or you simply write it off, right? Or you become your own collection agency. I mean, there's all kinds of ways to do it. I think doing things like that followed up with phone calls depending on the relationship you have, you know, I mean, I think, you know, in any sort of situation, whatever can be handled, you know, with a phone call or whatever, you know, is the best circumstance in some situations. But what— from a marketing standpoint, what's going on there?

Well, you know, it's— you're getting somebody's attention is different than just sending an invoice with a letter from a lawyer. Or, you know, something like that, or escalating, or third and final notice, or those kinds of things.

You know, the key word escalating, escalating. What does that mean, escalating?

Well, I mean, you're, you're getting firmer and firmer, like, you know, you're kind of being, uh, like the stern voice, you know, trying to collect this money and trying to shame them into paying or whatever. But this is just a fun, light, Way to do it. But it's serious too. I mean, it says everything you want and it's—

You said something like in the beginning because, you know, I tend to be more sarcastic and I bust on people more than you. It's more my personality and stuff. But you said the reason this works is we have the right level of respect and disrespect.

Right, yeah, exactly.

Well, the thing is, yeah, it's fun, it's enjoyable, but it's also about a very serious matter. And you're dealing with like you need to get paid. Paid, right? And so, and at the same time, you want to be nice to people, but you also need to get paid. You provided a service, you sent a product that has cost you. If you don't get paid, if people don't pay you for what you're selling, you can't stay in business, right? So, you know, how do you actually address this very serious issue and do it in the most— with the most humanity possible in order to get the desired result? Because at the end of the day, this is not about just throwing a bunch of shit together mailing it to people. I mean, it seems like that, and partially it is. This is about creating a result, getting an objective, making a sale, bonding with people, connecting with people. And we just know that if you bring some level of this, or a lot of level of this, to your business, you will be a hell of a lot more successful. And different companies do it in different ways. I mean, you know, I always think of the Apple videos, or like even when they show how an iPad is is made, you know, and they show the manufacturing plant. I mean, you know, even online they do as best as they can to tell a story, to create an experience, to create involvement. And you know, sometimes if you're just selling information products, you know, you're not gonna have Jack in the Box jumping out of the package and running their business for them. You gotta do other things to engage people. So that's where free recorded messages come in, that's where things like that come in. And so let me show the Paula letter and then let's do some little— So one of the things that me and Dean teach, and you literally are crazy if you don't have this, is a 24-hour free recorded message for, you know, the before, during, and after units of your business, where, you know, every person that has a business card should have a 24-hour free recorded message on the business card so when they hand out the business card to somebody, which is— that's why you have business cards. Typically not mailing business cards. You know, you go to like Whole Foods, you go to grocery stores, and they have those corkboards where you can tack them. You know, it's like if you really want to sell something, put a free recorded message there because what are the chances that someone's going to take a business card, and half of them I don't even understand what the people do, especially like Whole Foods because there's so many touchy-feely spiritual people, and they do meditation, they do yoga, they do bodywork, and they come up with these bizarre names like Massage Alchemy or something, you know?

Right, right.

It's like, but there's no explanation. There's like the name and it's like—

Do you remember the psychic that was following us? We went to Whole Foods one day, we walked over and there was this really colorful card, little business card, and you picked it up and we read it on the way into the Whole Foods and you threw it in the garbage. And then we went down the street to Starbucks and then we came back out to the car and there was another one of those cards right off the thing.

Oh, yes, yes, yes, okay.

Psychic.

And I told Joe, let's call him up.

I'm thinking a human being is calling us, like, what are you talking about?

But I said, let's call him up and say, do you know who I am? And you know why I'm calling?

Just to test them. We should have.

Exactly.

We did, but she wasn't buying into it.

We did call?

Yeah, yeah, we did. I can't even remember that.

Oh, okay. I, I remember the thing in the car.

Yeah, cuz that was from when you got hit with the typewriter in your head. That's why you can't remember it.

Whatever. You know, it's like I should know that. Even you telling me that annoys me that I don't remember that aspect of it.

But you remember when it happened, right? You remember the whole—

Yeah, no, I remember that. I just don't remember the phone call.

That's funny.

I have to think about it more. Maybe some hypnosis. Maybe I could get into that memory and see where it lies.

That could be, yeah.

All right, but the point is, so you've got all things like that, and you have no idea what they actually do. But if you have a 24-hour free recorded message, you have the advantage of, you know, don't get a massage until you listen to this prerecorded message, or if you're anything, whatever you're selling, you can use a prerecorded message to educate people on how to make an informed buying decision so that they can do business with you. And it's just a great way. So we've taught that. If you wanna set up a prerecorded message, go to ilovemarketing.com. We even have the company that we recommend. Just click where it says prerecorded messages. It's dirt cheap, great company we recommend, and you can literally get, you know, you can get a free recorded message there. So what I wanted to do was like, how do you actually take this to the whole, to a direct mail campaign? So Paul Abdul is one of my 25K members, and she's doing some joint ventures with some 25K members right now that will probably result in a pretty big thing for her. And it's like a special message from Paul Abdul and Joe Polish. And so people that are prospects for the 25K Group, we send this card to, and they open it up, and now it says, if you're a high-level entrepreneur who wants to join the most exclusive mastermind group in the world for entrepreneurs, visit www.the25kgroup.com. And so—

Hi, this is Paula Abdul. Joe Polish's 25K Group is Joe Polish has changed my life. I know that's a bold statement from someone who has had what most would consider a lifetime of success, but it's true. See, I was looking for my next reinvention and was seeking the best business insight to take my career to a new next level. I knew with Joe's group I would be surrounded by the brightest business minds in the world because it's designed that way. I knew I'd have Joe's cell phone and access to his network and Rolodex and all the resources through every 25K member. I talked to a few folks before joining and they said if I didn't make my money back from the very first morning that they'd be shocked. Well, they were right. In fact, I've made some multimillion-dollar deals with several 25K members right now. This is such a special group because it's a close family of world-class talent driving and supporting each other to their best success. If Joe invites you, take the same advice I was given. Don't think about it, just be daring and do it. If you want to know more about Joe Polish, Polish and my experience with Joe Polish, visit the website that's included with this card.

Okay, so nice. Now that—

right, our books that arrived, is that for me? Can you open it up and see? Yeah, because if it is, yeah, because if it is, yeah, yeah.

See, Dean actually doesn't really care about editing and stuff. He's like, this, whatever.

Well, it's all live, why not?

We've—

it's very exciting.

Okay, so this is our— I'm gonna go get a knife so you don't have to You explain what's in that box.

Look, we got the mini label right on there. Can you see that one? So this is the label that comes on the space books here. Got the I Love Marketing there. See, where's my knife rack? Space Racin' as seen in space. Can we use one of those knives to open this?

What do you think of this knife rack?

I love it.

Isn't that great? All right, go ahead.

Can we use one of these to—

Of course, that's why I brought it.

Oh, okay.

I'm not doing this for my health here.

So you keep talking, I'll open this up.

So this Paula Abdul card, obviously, who the hell is Joe Polish, right? A lot of people don't know me, but they don't know Paula. Now Paula wouldn't resonate with a lot of particular entrepreneurs, but Paula actually would with other people. So there's certain— this is just a great involvement mechanism to actually take something about your company and something that you want to say and actually put it into a card, because it actually turns the card sort of into like a 24-hour free That's exactly what it is, and they don't even have to call to listen. Right.

Yeah.

As seen in space.

As seen in space.

Your I Love Marketing book. Okay, so, boy, dude. Well, now, here's a perfect example.

Now, this is different because this is a mail. Two. I got one for you and one for me.

Okay, great. Now, I want to point something out. When somebody gets—

There's one for Joe Polish.

Listen to what I'm saying here, dude.

Okay, what are you doing right now? I'm very excited about opening the mail, right?

Yeah, so you're, you're, you're opening a box, but say there was a sales letter in there and say it was lumpy. Yeah, you listening to me?

I hear you.

All right, so you can't multitask, you should know this. So the, the thing is, if you sent someone an email, yes, and there was a letter, yeah, and they didn't have to go through that whole process to cut something open, or someone did, you're not going to treat that the same as if you're actually holding something.

I agree, I agree.

This is live Actually, it won't be lined up, but this is an example of getting someone to hold something in their hand. So explain what this is.

So this is actually the envelope. That's yours.

Wonderful.

This is actually the envelope that people received. So all the people that ordered their space book, this is what came in the mail with the Galactic Marketing Mission logo here, As Seen in Space, your I Love Marketing yearbook, their name big on the thing.

So if you order our I Love Marketing book, you will actually get a package like this.

Yes.

Right? So I'll have you do the honors.

Okay, well it's very exciting.

Wow.

Look at that.

That's a great looking book.

Look at that, look at that. 1 through 50, the best. So explain what's in here, Dean.

So this is, when Joe Polish and I were talking about this whole idea of doing the podcast, We were talking about how cool would it be if Claude Hopkins and Albert Lasker, or, you know, not comparing ourselves to Claude Hopkins and Albert Lasker, but the whole, if they had gotten together every week and recorded an hour conversation about all the best practices in direct response of the day, of the time. And every week they had a, you know, they would transcribe it and they had a book of all of the conversations that they had. How cool would that be?

It would be amazing. Yeah.

So that was kind of what we thought about.

So we wanted to lump ourselves in that category because we're going to have icons of marketing that—

I believe I'm going to suggest that this book is going to be—

A historical—

100 years from now, somebody is going to dig this up. And they're gonna feel like they came on the gold mine. But this is like a, uh, this is a keepsake.

From a status standpoint, don't you think mine should be up here? Because it says, "I'm Dean Jackson, he's Joe Polish." You know what I decided?

I decided, here's the thing.

That puts you like more of an authoritative position because you're trying to take this whole Robin thing we got going and turn yourself into Batman.

I decided, you know what I decided? I told somebody the other day that I think you are the Flava Flav to my Chuck D. I mean, that's probably—

I wonder how many people don't know what that means.

And it doesn't matter if they don't, but you know.

If they're under a certain age, they're not gonna—

But you know.

That's funny. And it's probably true. You know, here, look, we even got— where's it at? All right. You know, this is almost as close as we can get to Flava Flav.

We've got the bling necklace. Yeah.

Okay, look at this.

Look at that.

I don't want to hit the mic here, but—

So anyway, this turned out even better than I hoped. It's great. Love it. Looks like a— well, it's a keepsake, really. It's a generational keepsake.

Yeah, so here's the thing. You know, I want to actually do something for people that buy that book. Maybe we should put together a package. Let me think about it while we're doing this episode. Okay. Really need to experience receiving a grabber in the mail. And certainly it costs money to send grabbers in the mail unless there's a specific sales promotion. But I think everyone that listens to I Love Marketing and doesn't just listen and get entertained by this, but actually listens and says, wow, they're actually talking about some pretty valuable stuff. Wonder if I should, you know, put together a talking card. I wonder if I should attach a dollar bill or attach something to the top of a letter and see what one looks like.

Or send your book into space.

Yes, and if you haven't seen our sending book into space, it's going to go up into space again. We're going to go for part 2 also. We have footage of that book being up in space, and the camera, of course, on the first shot, it cut off our heads, the action figures of me and Dean. But anyway, I think we should do new action figures that look a little bit different. Okay? You know what I'm saying?

Yeah.

I just think we should—

Those were rushed, weren't they?

Yeah, they were rushed. It's still cool. 'Cause we're up in space with the other marketing book.

I haven't seen them yet.

You haven't? No, they're actually in hell.

They're over there with Logan.

They're saying, "Do we want to send these ones up in space again?" I gotcha.

Okay.

You know, that's the deal. But all right, so here's what I want to do.

Will you sign mine?

Sure. I'll sign it after this. Okay, perfect. I have to think through. All right, so here's a bag that came from a 99-cent store. Now everything we're going to share with you is not complicated. It's completely doable. Anyone can do it, and I've selected— I've got hundreds of things throughout this office and stacks of stuff that we use, but most of the stuff here has been either bought at a dollar store or, you know, obviously this, like, you can get this in like a SkyMall catalog and it costs about $99 for something, you know, big like this. But basically, and of course, we've got weird stuff here too, like for instance, you're You're not gonna believe this. I can't believe I'm gonna say this on video, but I will. I have a friend of mine and she's like, wanted, she's like, let's go, you know, do something kind of cool. She has her ex-boyfriend was actually dancing in a dance last weekend in Phoenix. And I didn't quite know what this dance thing was. She's like, it's gonna be hysterical, Joe, you'll love it. The movie Magic Mike is actually quite funny. I went and saw that with my girlfriend. And so basically, Girls love that movie, by the way. Most guys are like, I'm not going to go to a movie about male strippers and stuff. And it's actually, it's quite funny. You know, I think it's pretty, I think most guys would find that movie quite amusing. So anyway, so we go to this dance. Yeah, just with you.

That's all we would do.

Yeah.

Let's go to the VIP.

Let's go tonight, right? Yeah. Let's go to Batman. Awesome. All right. So basically, maybe we can get Frank Kern and Evan to go with us too.

Yeah.

So basically, um, I go to this dance with her and it literally— not all of the dances, but like half of them are with the top drag queens in Phoenix.

Perfect.

So men dressed up as women in a dance. It was bizarre. And so there's obviously a lot of gay people there. And one of the things that Smirnoff vodka was doing is they were sponsoring this and they actually gave this headband out. And I literally— I think we should Who do you think is most deserving of this as a grabber? If like we were sending for a birthday, Evan or Frank Kern, who do you think would really appreciate this?

Well, Trey Smith has one just like that, so if we sent that to Frank, they would have a matching set.

We'll send it to Frank.

Yeah.

Okay, so that—

Perfect.

That would be— anyway.

Happy birthday, Frank.

That being said, let's go through some of this stuff. Like, for instance, one of the things that I think about when I'm going to do grabbers is weight because—

Getting laid?

Yeah, it's Lulu.

So, think about this.

These cost $1. Yeah, right, $1 for a batch of 6. And these things weigh nothing, right? If you put this inside an envelope, like here's a different red, white, and blue one, it's very light, right? You can put that in an envelope, but it still gives the envelope lumpy mail. Yeah, but it still— it weighs nothing. So certain things, like if you wanted to, you know, send like a barbell or a shake weight in the mail as a grabber, which would be funny, or a mug, a mug actually weighs more. That's going to raise your postage, you know, quite a bit. Now there are certain things like this. You can get like this caution tape at, you know, Home Depot or Lowe's or something like that, and you can, you know, cut it into pieces and you can attach it to the top of a letter that says caution.

You could cut off each one where it says caution or whatever.

You literally can take something like this. It costs a few dollars. I don't know how much this actually costs. It probably cost $10 for this. But basically, I mean, you can literally probably produce, you know, 1,000 letters, if not more, right out of something like that. You can even put that on postcards if you had folded-over postcards. So that would be an example of something there. Like this bling thing that I'm wearing, how would someone come up with a grabber for like this? So you can either send it in the whole package like that, that says bling necklace, you know, and it has a dollar bill on it. So what would be an example for you? Off the cuff, what would you do with someone like that?

Well, you know what's interesting? You were talking about Frank, that one of the things that Frank had done, you know, as an affiliate, disclosing that he was going to get paid an affiliate commission if you buy whatever it is that he was talking about. And he's saying, you know, here's, I'll probably use the money to get a fancy necklace. And then I'll go into a store and buy something. I forget what it was, but it was this whole long chain of, you know, funny things that he would end up doing with the money that you ended up getting. But that's kind of an interesting— you could say you could send somebody that as a replica. Yeah.

Dear friend, as you can see, I've attached a bling, you know, necklace to a topless letter. The reason I've done this is one, I needed a powerful way to get your attention, There's a money symbol in the middle of this, and I need to talk to you about something that has to do with making money. The point is, it doesn't have much to do with anything. You can segue it. You can make that work because, you know, you can come up with stuff. You know, there's two ways you can look at this, okay? One, there's a money symbol that represents what I'm gonna share with you, and second is a chain. Is your business chaining you because you don't have enough money and you're not able to hire the staff that you want, get the type of clients you need, live the life you want? I mean, there's all kinds of ways you can do that. To just take this and tell a story. So the cool thing is if you give Grabbers to kids and you say, hey, I, you know, explain what it is you're doing. Let the kids actually come up with ideas for you. You'd be surprised that as an adult, the amount of imagination that in the, in the world of trying to be corporate, in the world of trying to be professional, you actually forget how to have fun and make up stories. And you literally could give so many of these things to kids and say, "Hey, come up with some great things," and they probably will design some brilliant marketing campaigns.

See, part of the things, you know, and you can even use some of these as premiums. Like the way I was describing using the cars as the, you know, come on in and you could win one of 3 new cars and having the pictures of them and putting the fun part being, you know, cars shown approximately actual size.

Right.

Or you could do like we did with Lane, with the barefoot water skier, with the SlickFeet 50, where, you know, you get this premium and you make all of the sales about selling the actual novelty, and along with it you get the thing that you're actually selling, which is the $39 DVD. You buy this SlickFeet 50 for $39 and you get the DVD for free. Or this could be the same thing that you buy the necklace for $199 or whatever it is and you get this whole course on how to make the money that's going to buy you a real one of those.

Exactly.

You know, that whole—

Yeah, that's, that's, yeah, I love it. So that's the whole point. You know, one thing too, I was sitting there looking around. Okay. This right here.

Hand me that magnifying glass.

Now, creative ways you can, Like if you want to magnify the growth of the results of your business, you know, whatever. Or one clever thing which I've not tried, but I think we should test this, is you get magnifying glasses. These are real cheap. And you basically print a free recorded message or a website really tiny. So someone can say, you know, dear friend, the information on this website is so important that I didn't want it to be visible to the human eye. An eye. Here's a special magnifying glass. I want you to find it, find the website in here, and then type it in and go to where it— and literally it just— it's like, that's funny. Someone's like, okay. So they go through and they use the—

I've used something like that with, uh, they use some 3D glasses, you know, the paper, uh, 3D cardboard, 3D glasses. And so we have a program called Getting Listings where we show realtors how to get listed. When I talk about it I talk about using direct response as being able to fly over a neighborhood and all the homes that are gonna come on the market in the next 6 to 12 months will light up. So I would talk about that segue using these 3D glasses, using the glasses, you know, imagine if there were some special glasses and that's what this program could do for you. It's like all of the, it's like being able to identify ahead of time who are the people who are gonna be be selling their house. Now you could use that for anything that you're using as a lead generating thing. Totally.

Yeah, because you're able to see things or know things that people that don't have this information don't know. And so you're giving people access to crack a safe, metaphorically speaking. So what I wanna do here, let's do this too. This is always, trying to think, this is just, it doesn't necessarily need to be a grabber. We'll put it on top of I Love Marketing mug, by the way.

I got a nice mug.

And see, this is— well, I guess we can hold this.

I've been doing my mug backwards.

Hold this, Dean, if you could.

Oh, sorry, I was drinking.

No, just take care of that. So this— uh-oh, that's a fart machine.

Uh-oh.

And so what I do when people come to my 25K group occasionally, you know, we're talking this is the highest level mastermind group in the world for very professional, very smart people. We bring them out because sometimes someone has an ego, they think they're too smart, they don't have a sense of humor, we need to get them to lighten the hell up. So we put that, we hide that behind their chair. We literally took that to Necker Island and during the brainstorm session we were having with Richard, we put it behind his chair in the elders' room where he actually has the elders.

So it would be behind my chair?

Yeah.

Oh.

And I swear to God, we had the— and everyone in the room is like dying, and they're like, you know, because no one would have enough— like, is not crazy enough to do something like the Branson other than me, although Richard likes to just freaking mess with everybody. Right, right. So I put that behind his chair, and it literally took about 15 times before he finds like, what is that? You know what? It's like he wasn't picking up on it, and everyone is like dying. And I was sitting there. I could only do it every few minutes because I was I was laughing so hard and I didn't want him to see, you know, but I was trying to conceal my laughing.

I did, um, mm.

Stop that.

Very nice.

All right, now here's the point.

My first job in real estate, my first, the first office I was in, it was at the manager's birthday.

Yeah.

I got one of those cards, those, you know, talking cards that played happy birthday, but I rigged, I took out the thing and, you know, when it's When it's closed, it doesn't play. When it's open, it'll play. And if you just leave it open, it'll continue to play again and again. So I took off the thing and I dropped it down the vent in his office. And he came in and all day it's playing "Happy Birthday." He couldn't figure out where it was coming from.

When did it stop? It just died?

You know, hours later.

Yeah, it just goes for hours.

That's terrible.

You're a bad person.

That was pretty funny.

That is not cool at all. See, the fart machine, although juvenile and completely ridiculous—

Right, yeah, it's much more sophisticated. Yeah, it's much more sophisticated.

All right, so we got rid of the laser. We're going to go through all the different things because I want this to be a literally laser grabber thing.

Magnifying glass, we got that.

We got that. So now here's the thing, it's up to you as the viewer, as the person that is going to attach this, to take these ideas and actually utilize them. We would love to hear your success and results with it. 50 pairs of wooden chopsticks that— now, if you owned a Chinese restaurant and you wanted to invite people to come to your Chinese restaurant in a particular neighborhood, you can actually mail a letter, you know, welcoming people, inviting them to come in and bring in these chopsticks, and the first meal is free or whatever, right? And for a dollar, 50— and chopsticks It's like 2 for a dollar. Nothing, right? Mm-hmm. So, okay, this we've got umbrella picks, like little toothpicks for like, you know, drinks, mixed drinks. And you can literally put, if you're say a travel service and you wanna, you know, do you need a vacation? You know, go visit this website, that sort of thing, you know. I like that. Or, you know, to create a lifestyle so you can be sipping margaritas on the beach or whatever, that sort of thing. Although I don't think people really should drink that much because it's not good for you.

Probably not.

But you can segue. You can go Shirley Temple or something, right? Okay, so all-purpose rope. Now you can use rope for like the stick letter or the strategy, or you can, you know, simply like, are you roped to your business? You know, is your— do you feel like you are tied up in, you know, your relationship if you're selling relationship stuff? You know, so there's all kinds of ways. And so this particular piece of rope cost— see, there's a price tag there. I must He must have got this somewhere else. $1.49. But it's 50 feet. And let's just say you only use—

6 inches. Yeah. There's 100 of them.

100 letters right there.

For $1.49.

Right there, yep.

1.4 cents for each one.

This is a sleeping mask, right?

Uh-huh.

Okay, so you can—

With the earplugs.

With the earplugs. So you can send that to someone.

Visualize. You could tell somebody to put that in their closet and visualize. Put this on.

Visualize what you'd like your life to be like if you buy our blender.

Right.

We have a blender for sale.

Right, that could be perfect.

Keychains, party favors. Okay, dear friend, as you can see, I've attached a keychain to the top of this letter. The only thing missing from it is the keys to your success, to the solution problem, you know, whatever it is that they're encountering. You know, you can be selling lawn mowers, you could be selling chiropractic services. If you have pain, you know, maybe the key is that you literally need to come in for our wubba wubba You know, the free Wubba Wubba.

Yeah, exactly.

So you got keys there.

I like that.

These are Mexican bingo.

Mexican bingo.

Mexican bingo.

We don't want to give that one away. Lord. Let's play that later.

Lord and baby Jesus. All right, so there we go. Mexican bingo. Now cards are great. You can buy— I think these I actually got from Costco, and you can take a card.

One playing card.

Yeah, one playing card, and you can attach it to the top of a letter, okay? Do you want to be king for a day? Then you need to, you know, take your date out to this so-and-so luxury hotel.

Do you want to be 7 for a day? That doesn't— only works with the kings and queens.

Well, no, but ace and the, you know, whatever. Or joker. You could be a joker. Where's the joker here for Dean? So, uh—

Are you tired of flushing money down the toilet?

Look at the joker right there.

See, this one's funny right there.

Yeah, yeah, exactly.

Yeah.

And that's a key change. And of course, because I do a lot of work with cleaners— yeah, so expand on that. Do you want to flush— go ahead.

Yeah.

Do you feel like the money you're spending on advertising is being flushed down the toilet?

Right.

That's all of these, you know, you could use that and segue into, you know, using great direct response strategy. We could sell the Triple X CDs with something like that.

Well, I'll tell you, if anyone's watching this and they still don't get our I Love Marketing book, and they really are flushing money down the drain.

They really are.

They really are doing that. Now, what would we do with a piranha ready to fly?

A ready to fly piranha kite.

Yep, a piranha kite. Look at that. See that piranha right there? You probably can't see it on the video that well, but that is—

we should— we could hire a little kid to go fly it. We could at conferences.

We could. Yeah, I'll maybe mail this I've only got 6 of these left. These are rare items. But all right, so we got a bowling set. Very light. Okay.

One bowling pin.

Are you striking out or do you want to, you know, do you play golf? I mean, of course you play golf. Do you play golf?

Do I play golf?

Do you bowl? I know you play golf. That's all you live for is golf.

I have bowls.

Do you like bowling?

I have bowls.

Okay. What would be the best sort of bowling? I mean, you could either send something like this.

So here's something interesting. I look at this.

16-pound bowling ball as a grabber.

Yeah, really.

What would that cost? Like $400?

No, you know, this is pretty interesting. One year, um, um, I, uh, when I went back to Toronto for the summer, I had a little party because sometimes, you know, you get all the way through the summer, I still haven't seen some of my friends and stuff. So one year I rented out the whole bowling alley and I just had everybody come with their kids or whatever. We had the whole, uh, bowling alley to ourselves just as a party, you know, to start the summer kind of thing.

That is very special.

But that would have been a nice thing if I had sent the invitations with— but if I were a, you know, they had such a good time, one of Chuck Charlton, who you met, he had a bowling party for his clients.

Right.

And that would be a great thing. You could have something like that and invite everybody to the, to the bowling alley.

You're right.

How much is this?

This is a dollar.

Oh, it's a dollar? And there's 1, 2, 3, 4, 5— there's 10 pieces, 12 pieces there.

Yeah, because of the 2 little balls.

So you look at that, so it's like for 8 cents—

you can mail, yeah, a single piece or you can mail the whole set.

Yeah.

Because it's light.

I mean, it's—

well, you mail the whole set for a dollar, yeah, but I mean, for 8 cents you can mail one piece, add it into whatever it is that you're mailing. And again, they're so light individually, and I It's not going to add anything to the postage, really.

That's what I'm trying to say.

That's what I'm trying to say.

So here, you know what, I'm probably going to create a mess by throwing all this in here.

Yeah, well.

But you know, I have people that work for me. Why am I concerned about this? Right. Alright, so.

I'm not concerned about it.

Let's just make their lives miserable. Alright, so fun gameplay money. Now think about this. This has 20 coins and 20 pieces of play money. For a dollar. Yeah, for a dollar. So you can send either the entire little cash register thing or you can piece it up. Or you can put it all in a little box or a tube, and so people pour it out and all of a sudden all this money falls everywhere.

Or a bang bag.

In a bang bag, yeah. Which I have used bang bags.

Bang bag mailings.

Yeah, bang bag mailings, and you put an address, you shrink wrap it, and you put a mailing on the bang bag, and you know, it says carpet cleaning, money-making secrets inside, that sort of stuff. So that's a really good one. And pieces of puzzles. Now you can actually go any store.

A 100-piece puzzle for a dollar?

Totally.

Yeah.

Yeah. So, I mean, you can go to regular stores and buy even— you can probably, because there's so many pieces of a puzzle, you can go and get 1,000-piece puzzle things for, you know, $20, right?

If you want to go for— that's a premium puzzle. You get a 100-piece for a dollar.

But see, the whole point is though, is like one, you can either like use several pieces or you, you know, what is, you know, what is the missing piece? Piece of the puzzle. Dear friend, you know, Dear Judy, whatever. I've attached a piece of a puzzle to the top of this letter. You know, I said Judy because this is bad. I shouldn't show this either, but this is an inflatable Judy. The perfect female. She doesn't nag or talk back. Great for bachelor parties. Now look how ridiculous this is. And one of our marketing friends mailed this to me.

Okay.

They consider themselves a marketing guru. They think they're funny, but I won't name their names. You can guess.

Okay, I know who.

Yeah, so yeah. Brendan Bouchard actually really enjoyed that, by the way.

Yeah, well.

So, alright, so having said that, this piece of the puzzle is just great. I think everyone could incorporate— there's something that your business, your solution offers that could be a missing piece of the puzzle. Okay, this is a dust mite. This is a stuffed dust mite. Great for carpet cleaners.

It's shown approximately 1 million times its size.

1 million times its size, yeah.

Right.

One of my trade show packages for carpet cleaners is, it says, we sell a trade show package for carpet cleaners, and it says, who's crawling on who? And it's a big blown-up picture. Stop that.

How much for the snake?

That snake actually was not at a dollar store. That was probably like $4. I can't remember where I got that.

It's very realistic.

If you drive between here and New Mexico and Texas, you can find all those stores that sell those things. This is a fake cell phone. Okay, if I actually was trying to sell stuff to people in the cell phone industry, or I was trying to sell like therapy for people that are like addicted to their phones, you can send this, you know, I mean, there's all kinds of ways you can do that. Or, are you not receiving enough phone calls? Dear friend, the reason I attached the phone is because if your phone is not ringing enough, then you really need to get the I Love Marketing, you know, course so your phone will ring. Alright, let's see. Look at this, Dean. X-Men plates. Oh wow, little plates. Yes, you can attach a plate. Yes, you know, do you want to be a superhero to your clients? You know, wubba wubba, isn't that fancy? Wubba wubba is always the code word of the day, really, when you don't know what else to say. Yeah, all right, this right here is Grosser Than Gross Party Favors. Oozing Roach, Sticky Ear, Sticky Eyeball, Touch Me, Sticky Finger. Oh boy, and this is just like little things that fake puke. But, you know, I don't know what you would use that for, but that would probably be people you know really well.

Halloween party invitation, or—

Right. Uh-huh. Okay, right here, these are fire starters made out of money.

Money to burn.

You might as well just burn money because you are failing to use our advice of using grabbers.

Yeah.

No, but dear friend, you know, I've attached a a fire starter made out of money. The reason I've done this is one, I needed a powerful way to get your attention, and two, you may be in a situation where you are hemorrhaging money or throwing money away or burning money. Burning money. Yeah. And then you go into your pitch. This is a little keychain with a pig and a flashlight.

Like that? Is that awesome? Like that?

Okay, these I bought a long time ago. I've still kept a lot of them. These are all the Spice Girls. I have Scary Spice.

Oh yeah.

Where are they at?

Collect the set.

I mean, oh, the rest of them are weird.

Can you name all the Spice Girls?

No. Sporty, Baby Spice.

Yeah, Baby Spice. Posh.

Posh.

Mel. Mel B. Whatever. Yeah, well.

You know, tell me what you want, what you really want.

What you want.

Alright, just remember that. Alright, this is a love, like I love marketing.

Mm.

You know.

That's good.

Balloons. Balloons are great because they're super lightweight and are, you know, are used You're sick of talking to your lawyer that's full of hot air or whatever. Look at that, there's even like a little balloon blower in here.

Wow.

Never even seen that. But this is 150 water balloons, extreme splash, free filler included.

Oh, that's the filler, so you hook them up to the faucet.

Or wherever you— oh yeah, that's what it is.

That's what it is, or the hose.

I'm sitting there going you gotta, I'm like blowing it or whatever, right?

I know, you fill it up with water.

I'm gonna hear the comments now.

There we go.

So, okay, all-in-one. How do you pronounce that one?

That's a carabiner. Uh-huh. That's for mountain climbing.

Okay.

With the ropes. That's how you secure your rope there.

Well, see, one thing is revealed from this whole Grabber thing is you don't have to be super intelligent in order to make money.

Right.

You just need to know how to segue things together. You know, you don't have to know how to read, spell, take notes.

What about the American flag bandana?

Yeah, what would you do with that? Yeah, well, I mean, literally, what would you do if someone wants to go buy a whole bunch of bandanas cheaply? What would they do with them?

Mm-hmm.

Yeah, I mean, this, this one would be perfect for a Fourth of July thing.

Okay.

Yeah, I think you could do something like that. I like those, um, you know, kind of on that theme of having little client parties, you know, like if you're, you know, inviting your clients to come right somewhere, that'd be a good thing. Thing for that.

Yep.

Alright, so let's see, you know, we got a jackass. Don't be a jackass.

Don't be a jackass.

Look at that, I mean, that's pretty awesome. Now one of the things we've talked about too, like, you know, where you actually take a trash can, and there are some companies we actually recommend and use. We'll have to maybe put them up on the website. I have some listed at JoePolishRecommends.com where basically But we should actually recommend some grabber people. And what we'll do is we'll send this out to some companies that do this for people that, you know, obviously they don't know how to do it themselves. But like this particular trash can mailer, you can—

Who was the one where you did the video? Remember you had a video? Might have been at Dan's event.

Yeah, it was at Dan Kennedy's event where I spoke, but that was for like 25K members.

Right. Lumpy mail. Yeah.

And so, like this particular mailing, what we use is we pre-crumpled, well, we crumpled up a letter and it says, "Dear so-and-so, you know, I've crumpled up this letter to save you the time of, you know, throwing it away in the trash." And we literally mailed them a trash can with a sales letter inside. So they open it up and there's a crinkly little letter. And the mere fact that they have to like go through the process of opening up the trash can and reading it is like, involvement, right? And so there's a couple more things. What's funny, you know, we got the cars, we got the—

we really need to talk about the honey badger. Well, Jerry, the honey badger don't care.

Yeah, look at that. Can you believe what that— this whole silly little—

there's a honey badger.

That's powerful.

That's very soft.

That is— it's beautiful. Yeah, so, uh, let's see.

All right, so the binoculars.

Yeah, what would you do with the binoculars?

Binoculars. Have you been looking far and wide?

Yeah, yeah.

I mean, anything you want to focus in.

Look at this sort of thing. These are literally Vegas cutouts, slot machines. You know, in something like this, you would actually use a big envelope, and you— or you could roll something up like this in a tube. And there's a bunch of different things, like, are you gambling with your business?

You know, do you feel like the decisions you're making Yeah, are you putting your money, the money you're spending on advertising, does it feel like you're putting it in a slot machine?

Mm-hmm, exactly. So here's all the stuff. Now these, there's obviously more, but the takeaway that I'd like everyone watching to get, and if you actually heard this on iTunes, then you're only listening to the audio version of this. If you want to see the video version of this, go to ilovemarketing.com, and what we'll do, I think we should give all of the listeners that not just listen but actually invest in something the ability to see a Grabber letter and mail it to them. So how would— could we maybe put up a website or a link where we can get— where we can pitch them on something so that they can buy something?

So why don't we get them to buy the, their I Love Marketing yearbook?

Okay.

That'd be a good thing.

Alright, and then what are we gonna do? We're gonna send a grabber and a separate mailing or how do you wanna do that?

Yeah, yeah, do you think?

That could be one way to do it.

Okay.

We could also put up books or something. Like, oh, there's another thing too. Like my buddy Peter Diamandis, his book Abundance. You know, this is a fabulous book. Everyone should read it. And you know, you can, if you find books that you really like and you wanna send them out to clients, you actually could use as a grab her an actual book. So you said, you know, "Dear friend, I've enclosed a book that I think you'd find incredibly valuable." And you can, if you're a financial advisor, if you're a CPA, if you're a printer, if you're any sort of web designer, a graphic designer, and you come across a great book and you know that if someone was to read it they would think of you, you could actually put a sticker, "Compliments of so-and-so." You know, "I sent you this book. Call this 24-hour free recorded message and I'll explain why. And so you can take a cool book and say, you know, I've sent you this book as a way of, you know, I want to introduce you to something I really think is going to help you with your thinking. And secondly, you know, here's how I can help you. I mean, so there's all kinds of ways that you can even do books and stuff like that. So I guess, yeah, we can do that. If anyone wants to invest in our book, we can maybe send them a grabber mailing. And I can pick a variety of these things and just send them out.

Perfect.

And so if I decide to come up with something after this video is done and I'll say, oh, we should have said that on the video, this is what we could have done, then we'll just put a link at ilovemarketing.com. And let's also tag this episode Grabbers. And so whenever we add something new or maybe there's a vendor that we decide to recommend down the road, you can kind of check back there and we will put a link up. Perfect. That's good. Just type in Grabbers. In the search box at ilovemarketing.com, and you will find things related to grabbers. And many of the episodes that me and Dean have done where we talk about compelling, powerful direct mail using copy all segues into this. And so I'd like you to— I'd like to finish this episode, okay, kind of talking about how does all this tie into the 8 Profit Activators.

Well, you know, part of the, the where it would fit mostly, we talked about getting attention. So if you're trying to compel somebody to take some kind of action, you've got, that's certainly a great way to pave the way for them to do that. If you're thinking about, you know, we talk about selecting a single target market, it's almost like when you know who that, yeah, excuse me, when you know who that target market is, it makes it easy to kind of pick a great grabber that might make sense for that. In your after unit, if you're, you know, having events as something to strengthen your relationship with your clients and nurture lifetime relationships, having those things, having a bowling party or having a Fourth of July barbecue or having, you know, something that you can invite people to, that's a great way to do that.

I completely agree.

You were just talking about, you know, even in collecting money or using the dollar bill, what you did for the Halbert letters, as in profit activator number 6, provide after-sales service. You know, they weren't expecting that. You send them something after, after the fact. You could use it really, really anywhere.

Provide after-sales service even after you've already been paid, right? And that's where a lot of this can come in because that's what leads to referrals. That's what leads to more frequent business.

Lifetime relationships.

That's what leads to being memorable because if you are not memorable, how is someone gonna refer you? You know that whole saying, I said it earlier, you know, if you want word-of-mouth marketing, you gotta give them something worth talking about. So if you really thank someone, you know, they— There you go. Go ahead.

No, that's, I think any of them, I mean, it just takes a little bit of of thinking, but you want to make sure that it's something that you can segue into, you know, the intention of what the actual letter is, because you can't lose sight of the fact that you've got an intention for the communication. It's not something to distract from it or to, you know, instead of it. You can't lose sight of what it is you're actually trying to do. The purpose of that string letter is to get them to mail you money. You know, that's the, that's the whole thing. So you gotta really just kind of think it through.

I could have said it better myself.

I like it. There was lots of stuff to work from today.

Yeah, so first off, you have plenty of things to work with here. I hope this has given you some elegant ideas On how you can get attention, interest, and still desire and action into everything that you're doing in order to multiply and move your business forward. And so we've got a conference coming up too, Dean, and we need to start plugging this thing.

Yes, October 3rd, 4th, 5th.

Yeah, so at the time that we're recording this, if you can't make it, then you need to get the videos or watch it through livestream video. We'll have information about that. I Love Marketing We're probably going to have this episode up maybe with just enough time for people to make the New York event. So if you want to go to 25kgroup.com and check that out, you can click on the thing about New York and you can find out information there. If you get our book, we'll send you— yeah, we'll put a link up so you can get a grabber. But the point is, all these are really good ideas, but only if you actually utilize them. So here we are again.

Here we are.

Doing it again.

Doing it again.

We will see you guys, or be talking to you next week. And so let us know what you thought of this episode and how you're going to use this brilliance in order to make more money. And thank you so much for watching and listening to ilovemarketing.com.

There we go, that's it.

Peace out.

Peace out.

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 'em.