How to Borrow Trust: Joint Ventures, Gifts, and Getting Clients Without Selling with Joe Polish and Dean Jackson - I Love Marketing Episode #485

Welcome everybody to the I Love Marketing Live with Dean Jackson and Joe Polish. The big topic today is your most challenging marketing questions. I don't want the easy stuff. I want the stump the band stuff. I want the Dean Jackson takes the hat off, scratches the head and goes, you've befuddled me. I don't know. That's the kind of questions we want.

I'm fully caffeinated. Bring it on.

If you look at the raw numbers, much, much more people, many, many more people, whatever the proper English is, Those will be the ones that watch this. Those are the ones that listen to this. But there's a special community that gathered at the same time, at the same place on Zoom to have the inner, to have the capability to have the honor really to chat with these 2 guys about—

Simultaneous sip.

There we go. Simultaneous sip marketing. Here, here, Anthony. 1, 2, 3. Let's do it.

That's right. There we go.

There we go. And But we got this little community here that has a chance to interact on a level that they couldn't really do it before. This is a model for Joe and Genius Network because we got this little thing upcoming, annual event, where you're going to have a chance to interact with ways you couldn't before. Many of you will watch the recording of annual event, and that's fine, and there's great content there, but the power of being in the same room at the same time to have the interaction like you're about to have today is absolutely fantastic. So think about the things that couldn't be answered by email. Think about the things that couldn't be answered by text. Think about things that can be answered live and we'll do really well. So I want to look at that. Ryan G sure feels empowered now, so I'm happy about that. But what we're going to do today is we're going to start out with a really basic question that has deep implications while the rest of you give us your questions. And again, Dean and Joe, if you were to hire these guys, put these guys in a room, it would cost you a lot. This is free and this is fantastic and I'm very, very happy about it. So my question for the both of you, and I'd love to hear for this, when is social media marketing truly marketing and when is social media marketing a waste of time and how can we distinguish between the two?

What I would say to that is anything you put in front of somebody is marketing. So be it social media, be it anything, you know, it's a, it's an interesting way of looking at what is marketing. What you put in front of somebody is marketing, and it depends on what your intention is. If it's someone that you want to eventually do business with you, you could determine if it's working is if you're generating a lead, if somebody's buying something, if they're leading them towards a path that's going to do that. If you're testing, like right now on social media, Michael Humphreys is doing a bunch of different tests with hundreds. I mean, I think Yesterday he sent me a text. One of my videos with Jordan Peterson, me interviewing Jordan Peterson, got 83,000 views yesterday on, I think it was TikTok. I don't even know. But we're testing a bunch of different things, not driving them to any call to action or whatever, just finding out of hundreds of different videos which ones are going to be like the top ones. Then we will start directing traffic to that for Genius Network. or the annual event, which is where I interviewed Jordan. And so we can't say right now it's working in terms of making money, but our goal with that campaign is just to find out who's going to view which video the most, and then we'll attach an ad to it. In terms of a waste of time, man, I mean, that is relative to how, what are you trying to accomplish? I mean, sometimes Like Evan Carmichael, who's a big YouTuber. He's one of our 100K members. When you're a hammer, everything's a nail. Like his whole method of is YouTube, everything YouTube. And people often say, I want to start a podcast. And Evan will be like, why the hell do you want to start a podcast? Podcasts, people are going to listen to, they're not going to go back to a podcast, but we have YouTube videos that are 15 years old and we can still show that people every day are still going to That video, one of my highest viewed YouTube videos is Brian Tracy, who's a good friend, been a friend for many years, speaking at Genius Network a decade ago. And that video's been viewed over 3 million times and every day thousands of people watch that video on YouTube. But what I say to Evan, it's like, well, waste of time. What if you're practicing? What if you just do a podcast because you're just trying to get used to teaching what you're teaching, talking about what you're wanting to talk about? Me and Dean Jackson, as we're sitting here today, out of all of the different things that me and Dean could be spending our time on from a monetization level, we don't really pitch things here. I think today, because my annual event's coming up, we should pitch the hell out of everybody to attend my annual event.

What's it going to take to get you in an annual event today?

Yeah. First off, you got to have a business doing at least a million bucks a year. So there's that. But the point is, and we could talk about it from the standpoint of, I can show you some of the things we're doing. In order to position the annual event, enroll people into the annual event, that sort of stuff, which will be instructional for a lot of people. But that's not the point of answering Paul's question. It depends. Like a lot of things, when you're first starting out as a public speaker, I mean, unless it's going to ruin your reputation or you don't like the people you're going to be speaking for, just go talk at places because you're going to get practice and you're going to get good at it. Do the reps. I think if you're working out just to stay in shape versus you're working out because you're training for something. If you have the mindset, I'm training for this marathon or this contest or whatever, then you tend to interpret the activities that you're doing as a learning opportunity, as a betterment opportunity. But if it purely comes to money, to go back to what Paul had asked, If it's a waste of time, I think a lot of people just stay at something that they don't like because other people or other experts, or they perceive them as experts or influencers, are telling you that you should do it. So many of our Genius Network members, I had this conversation with Qasim Aslam. So Qasim is a pretty smart guy and he's not yet admittedly nailed the social media game, although he runs businesses that make millions of dollars. And he said, he said this funny thing to me. He goes, you know, most of the people I know that make the most money have not yet quite figured out how to crack social media. And a lot of people I know that have millions of followers, they have not cracked the code on how to actually run a business that makes money. And if you sit and think of both, you know, Craig Clemens, our friend, Craig, Craig, you know, started Golden Hippo. They're doing over a billion a year in revenue. They run some of the largest celebrity campaigns that you wouldn't even know they're behind, like very famous, everything from rappers to doctors to celebrities. And I remember talking with Craig when he was— his social media is Craig, his name Craig on Instagram. And he was really going at it for a while and he kind of slowed down and now he has all these different social media presences that are him that no one knows it's him. So one day, if I really want to mess him up, I'll just start revealing all his identities. But he said, if someone came to me and said, should I write a book or should I do social media every day? He said, you're going to get more longevity from a book than you would from social media. He's like, put that energy into creating something That isn't vaporware, that just doesn't go away. So again, there is no right answer to this. It depends on what your objective. If the answer is what's going to make you the most money, you just simply look at your sales, look at your lead flow, and look at what it's doing for you. I think more people are not using or utilizing social media, they're used by it. And I think most people would be mentally, myself included, better off not even looking at it Unless that's the only mechanism you have to generating leads. You know, there's a woman, you know, what is her, Katrine Barrett. I met, I had a 4-hour lunch with her. She's the number one real estate agent in Arizona, like makes millions of dollars and she sells the most homes and 80% of her sales are coming from social media. So it depends. It depends, you know, and other realtors I know that do really great, Nothing comes from social media. So how would you answer that, Dean?

Well, Joe, as a rising YouTube star, 118 days in a row now of posting a daily video on YouTube, I've seen that exactly what you're talking about, that you have to get through the point where there's not very much happening. I mean, when I started on YouTube, I had 60 subscribers. 118 days ago, had not posted anything on YouTube or done anything on there in a while. And I just made this decision because when I turned 60 a few months ago, I've journaled every day for over 30 years, and I was looking through these journals and I was realizing, wow, there's a lot of stuff that had its genesis in these journals and a lot of it is still being used today. So I made the decision that what I'm going to do is I'm just every day going to post up a video where I look in my journal and I pick one thing. So we're 118 days in. I just started journal number 8 of hundreds of these journals, and we're all the way up to November of 1997. But in the beginning, when you post the videos, nobody really knew I was doing it. I didn't make an announcement or I didn't do anything like that. And sometimes I would get maybe 100 views in 24 hours of posting these up, and it would slowly kind of grow like that. But somebody emailed and said, wow, I'm really loving these videos. They're very useful. But I'm wondering, it doesn't seem like there's much interaction or views on these. And What I read through what he was really asking is, is this worth it? That's what people are asking when they're saying that thing. And it reminded me of, I don't know if anybody saw Eastbound and Down, but Kenny Powers was one of the greatest characters on television. And somebody was telling him that he was training for a triathlon and doing all these swimming and biking. And he said, well, you must know about that, Kenny. And Kenny said, no, I play real sports. I'm not trying to be the best at exercising. And it thought that the same thing is I'm doing this for, I'm looking the long-term view of this. I've seen what happens. I've had front row seats to starting from nothing, going to 20,000 subscribers and $5 million in revenue in 18 months. with doing this. So I know that being useful and being helpful and having good things to share is its own reward. You're building this collection of them. So now I found out actually there's a YouTube thing, there's a method for this called the grandpa method, because all my videos are just one shoot, one shot, no editing, just me straight to camera. And it turns out— That's actually a thing. All the young YouTubers call that the grandpa method. And so I guess I qualify age-wise, but it's just kind of, it's rewarding in itself and that drives so many other things. I invite people every Friday to a, I do a 50-minute Profit Finder workshop where I go through and help people find all the hidden profits in their business. And it's, you know, every week we have people coming on the Friday call. So it has to be part of a system. You have to know where you're going with it, I think.

Well, yeah. And look, if anyone's watching where Ryan's talking about watching Dean every day, I mean, me and Dean have been having this ongoing conversation because I have this rental house that's 3 minutes from my home where I currently live, and it's filled with over 30 years' worth of my knowledge that I bought, invested in, my own courses that I've created that are still in the physical form. Yesterday, I was talking with Mark over at— he's the founder of iMemories.com, and we have, I can't remember, like 4,500 cassette tapes that I brought over there. Wow. I believe it, approximately 3,700 and some change VHS tapes. So far, half a million documents that he's scanned, and that only consists of about 20% of what I've gotten to him in documents so far. Thousands of photos. They inventory everything because they're scanning all of this stuff, and that's all source material. And so Dean is literally picking up his source material in the form of journals and stuff.

Yeah.

And talking And so in the world of AI, what is it that you have or know? You have stories, you have knowledge, you have direction that you can offer people, you have know-how, you have solutions, you have recipes. And if you're going to do social media, I mean, a lot of people make a lot of money. I don't think there's too many OnlyFans models that are on today's I Love Marketing, but in case— Speak for yourself.

Speak for yourself.

Yeah. Sorry, Paul. I didn't want to call out your new side gig. But the thing is, is like in the world that you're operating in, most people here are making their living with businesses that require a certain level of expertise and knowledge. And I always go back to my friend John Farrell, who owns a law firm. He's the number 2 IP attorney in Silicon Valley. And he came over my house when he had 7,000 subscribers on his YouTube channel. I don't know how many are there now. I'll look this up, but I think it's quite a bit now. But he was doing over a million a month and he's got a very big law firm. He did all the original legal work for Facebook, Oculus. He's got a lot of high-level clients. He was counsel for Steve Jobs for over 10 years at Apple. He sat in on hundreds of meetings and he would literally, he just gets on and he talks about IP, intellectual property. He talks about patents and stuff and teaches people. And they were starting out as short videos, 7 minutes, 10 minutes, 12 minutes. And he came, he flew his plane. He does, he's part of Angel Flights, I think it's called, where they— There's a group of pilots throughout the US that when there's a child that needs medical care and they can't fly commercial, there's these pilots that will fly these children for free to different hospitals and different places so they can get the care.

Oh, thank you. Right.

Yeah, it's really cool. And he was coming to Phoenix and he flew out and he came over to my place for lunch and he said to me, he goes, I just really enjoy doing these videos and just talking about it. And I really want to blow up my YouTube channel and we wanted to talk with you about it. And I said, well, I'm not a YouTube expert. I'm kind of an idiot because I went to YouTube in 2008, 2009 and met with Chad Hurley, who was one of the founders of YouTube. And I was there with Tim Ferriss. If you type in Joe Polish unicycle into YouTube, you could find it. And I had my Flip Video at the time. There weren't even iPhones then.

Yeah, remember those? Yeah.

Yeah. And so Tim Ferriss is holding the video of me riding a unicycle. And then Chad Hurley, the founder of YouTube, helps me upload my first video to YouTube. And then I proceed to ignore YouTube completely. And had I stuck with that, my God, I mean, it's like, talk about missed opportunity.

It's a waste.

Yeah. Well, yeah, he, I wouldn't have been that, I wouldn't have been that good, but there you do have first mover advantage on things. Yeah. Right. So when you go into, but also I don't wanna say that like it's too late, although it's, it's a much different game today. It is like when me and Dean started I Love Marketing and, you know, Paul Colligan can attest to this. In 2010, I did my very first podcast that I recorded in 2005, 21 years ago. No one knew what the hell, me and you had to argue with Tim Ferriss about starting his own podcast because we're trying to talk him into starting his podcast. He's like, I don't want to. Now he's

got one of the top podcasts.

Yeah. But the, but, but the point is, is that like a lot of people use excuses. Yeah. That was, this was 18 years ago and it's only got 646 views because it's on a channel that has 19 subscribers. Like, think about this. Here's the thing that, that is the point. That video sucks. There's nothing exciting about it, but anything worth doing is worth doing poorly. But the thing is, it's the consistency. And what I didn't do is I didn't keep going. I didn't keep doing it. And that is one of the things that every single person you talk to that's really done well, like Michael Humphries, who's got billions of views on his videos. He does Justin Bieber videos. He works with Kanye. He just co-produced an album with Kanye. He was under— he couldn't talk about it for 2 years and now he can talk about it. Kelly O'Brien, who is it? Jamie O'Brien, Kelly Slater, the surfers. He says, if you want to get great at YouTube, commit to doing 1,000 videos. Yeah. Now it's like, well, what should you say? He's like, do 1,000 videos.

I was going to say, it doesn't even take that many. I already feel it, the rhythm of being able to Just produce a video, an 8 to 10 or 12-minute video with an idea. That's a life skill that you'll get better at. Doesn't take 1,000. I already noticed a difference even at 118.

Yeah. Well, here's the point though. This is not an answer to a question about social media. This is an answer to a question about marketing. And if I was not broke when I was a carpet cleaner, I would've not had the patience to learn how to write sales copy. I mean, now you can do stuff with AI and it's so much easier to do anything because of the speed of technology and the assistance of it. That's the upside. The downside is there's so many options for so many distractions. that it's harder for people to focus because if you have 50 tools in your toolbox and you don't know which tool to pick up, that's more complicated from a psychological standpoint than if you have 3 of them, right? Mm-hmm. So if you have 1,000 options, you don't have any options in your mind. So part of the thing here though is if people weren't struggling to get business, most people wouldn't be forced to have to learn the things they need to do in order to get good at marketing and social media or any channel, is no different. Every single person here, you only need a few tools in your toolbox in order to do really well. The question is, which ones are you going to pick and what are you going to stay consistent with? And when are you going to have the discernment and the critical thinking abilities to know when to drop something that you just are not into? I mean, if you really hate something, And it's rare that you're going to get really good at it and all of a sudden start loving it. You may love the idea of playing a guitar and you may hate the process of learning, but after you get to a certain point, you're like, okay, wow, now I can make music. Now I love it. I'm not talking about that. I'm talking about some people just try to get good at something that they never resonate with at all. And so, what's that saying? goes where energy flows or whatever. I'm not even saying it right. Or maybe you could talk about this about being an artist, right? You would still paint and do that even if you made no money from it. And as a matter of fact, you have to spend years being a starving artist before anyone ever buys your shit in the first place, unless you just get really lucky. And once in a while that does happen. But there is something to say about finding I mean, the, if social media allows you to get into a flow state, you enjoy it, you like talking, do it. If not, pick another mechanism. That's, that's my long rant about, about that.

Our own Jade Green, whom we all love. She's one of the best. And we can even bring her up if we wanted to. She asked, I would love your take on going back and doing live streams on YouTube. What about just POV footage of a day on the life at the ranch? Look at Jade all ranching for us. Is this a smart move? I mean, she's good on camera. She knows it. She likes it. She's on the ranch, at least video of the ranch. What should she do in this whole YouTube thing?

I like that idea. I mean, I think you're quirky and weird enough. In the best

ways. In the best ways. No,

no, I'm saying that in a positive. No, she is. She's a character and she enjoys it and she's funny and she's A little slightly inappropriate at times. There will be an audience that would love that and resonate with that. But the question is, what's going to bring people to the ranch versus are you doing it to build the brand of Jade and just be a character? Or are you saying, who do I need to speak to and how do I need to say things to build a wide audience? Like the comedian, let me say this and then I'll shut up. Tim Allen. I went to see one of his comedy shows and I had some friends that knew him and had backstage. So I go and meet Tim Allen after the concert and it was so much profanity. He was so crude. And I never had any idea because I only saw the guy on Christmas Story and Toy Story and all this sort of stuff. And he plays Santa Claus in movies and on TV, Home Improvement and Buzz Lightyear was his character voice. Yeah. And so I'm thinking this is going to be— and he is one of the crudest, most vulgar comedians. And I remember going backstage with him.

Bob Saget was the same way, right? America's dad was one of the most crude comedians. Right.

So I was talking to him and I said, I go, I had no idea this is the type of— he goes, this is the stuff that I love. He goes, I love doing this. But On TV, you get pegged for a certain character. And he's like, I'm fucking Buzz Lightyear. And I'm this character for kids. He goes, but the stuff I really enjoy doing is this. So the point is his money was really made performing in a certain way, mostly with a family audience. But he also had this other thing too. So the question is, Sometimes there's the stuff we want to do, then there's the stuff we want to do that actually makes us money. And I don't think he was being inauthentic to who he was as a person.

It's the difference between—

what's that?

Krusty the Clown from The Simpsons. Yeah.

Yeah. And that's what he said to me. He goes, I'm effing Buzz Lightyear. I mean, that's what he said. But the point is there's situational ethics and then there's situational behavior. Everyone has situational behavior. Most People have drank beer, not everyone, but some, and most people have gone to church, but most people don't drink beer in church, right? And so there's certain times to use a character, certain times to use— I'm not going to cuss around somebody's grandma, but here I am cussing on I Love Marketing. I don't know, but it could be a lot worse if it was just me and Jayden Dean talking privately. That would be— no one would want to hear that unless you really have a good sense of humor. But the point is, yeah, I think It's great to do livestream, invite people into your world. As a matter of fact, if anyone's not already picked up on this, with all the AI slop, one of the things that we're encouraging all of you to do is do live. That's why we're doing this. And right now, this thing that we're doing, this is all practice. Right. Now we're creating a podcast and we're hopefully sharing a few things. I don't know about me, but hopefully as a whole, we're sharing something. that is useful to everyone listening here. But the reason we're doing it is we're just getting a sense of— we've not yet started running ads for this. We could, you know, we've done lives with over 1,000 people on it. We can market this a lot heavier than we're marketing it right now because as we're saying this, we got 127 people on here. You know, there will be a point in time where me and Dean might be talking to 10,000 people live. It depends. We're, you know, we're doing that, But the point is we're saying this to everyone here. So Jade, by all means, I mean, you just invested this time, attention, money, effort, and energy into the ranch. Go for it. What would be the reason not to?

Do you know what's a good model for that? It doesn't have to be live, but I don't know if you've seen Peter Zion. Every day he does a daily video on YouTube. He gets hundreds of thousands of views. And it's just a 5-minute, holding the camera himself. He lives in Colorado, he's out hiking, he walks every day, and it's amazing imagery wherever he is, but he's just giving 3 or 5 minutes commentary on geopolitical issues that are going on in the world, and it's riveting. Yeah, Peter Zeihan. Yeah.

Yeah.

Very cool.

Your background, like you've got built-in sets that just anywhere on the— I've been doing most of my videos outside. It's the perfect— God's the best lighting director there is. So you don't need to worry about studio lights and any of that stuff.

Very cool. Very cool. So Joe, you did insult podcasting, so I just want to give you some numbers here. I Love Marketing. When did we start this show back in the day, Joe?

2010.

Yeah, 2010. In the last 7 days, 4 people have listened to the show. In the last 30 days, 10 have. In the last year, 387 have. So people go to the back catalog of podcasts as well. I just had to bring that up.

No, no. And

by the way, Paul, is that what you're saying, Paul?

You say, Joe,

here, no, here's the thing. I Love Marketing though has developed so many great relationships with people that irregardless of the numbers, we've interviewed tons of people. When we first started the first couple of years, so many people were listening to it and we were way more focused on it being a weekly show. that we would get 300,000 downloads on a single episode within 2 or 3 weeks when we first started. And I remember we interviewed Mark Thomas and Brian Tracy. They had that book. Having them on the podcast helped make their book a New York Times bestseller.

Yep.

Yep. We literally could make someone's book early on a New York Times bestseller simply by interviewing them on our podcast. There's that many people that would go and buy it. It's a different time today. And of course, I Love Marketing has never been a main thing for me and Dean, but it's been a support material. And some people, if they want to do a YouTube channel or social media or a podcast as their primary thing, if they don't have a backend income or something else to sell, you're going to play the long game mostly. If you're out there talking about culturally relevant people and culturally relevant topics, or you're doing something with sex or violence or political or debates or whatever, yeah, there's always weird niches that just are getting a ton of traffic. When I interviewed Jordan Peterson, Bobby Kennedy, and Tucker Carlson, and then we put them on the podcast, We got 30,000 subscribers to my YouTube channel in the span of a couple days. That's hard to do unless, again, you're doing culturally relevant stuff. Now, the downside to that is everyone pegs you as some sort of political person, and that's really not my world. I had those people as guests because for one, I was absolutely interested in what they had to say. Secondly, I'm friends with Bobby Kennedy. Third, it's what the hell's going on in the world. And it's really important at Genius Network for me to have conversations with high-level entrepreneurs so they know what's going on. And I had a lot of people that hated Tucker Carlson and Jordan Peterson and that came up to me or like, you know what? I never would've listened to those people had you not had them there. And I'm really glad I did. This gives me some really good perspective. I was surprised. by how some people will not watch something unless they're forced to or they happen to be and do that. It gives people perspective. So it depends on the topic matter that you have. But one thing I wanted to do just as a timeout for a moment, Randi Brill, I don't think she's able to be on for a long period of time. And Randi's one of our Genius Network members. Also is doing all these campaigns and mailings for me. She's like one of the best people I know for doing design, doing unique packaging, shock and awe packages in the mail. We're doing a lot of stuff in the physical environment. And so we've been sending a lot of these mailers and campaigns to our Genius Network members, not only to get their attention, keep them enrolled, send them cool things, But also we're doing it to show examples of how to get other people's attention so that they can do the same thing in their own businesses. And I'd love to have you, Randy, speak about that, talk about some of the stuff we're doing, but also how other people here could do it too. Because part of it is, you know, I want people to find our marketing useful. I think one of the best ways to sell things is to have valuable advertising where you are teaching people how to learn or do things by the way you're marketing to them. So anything you want to share to that, Regi?

Absolutely. Look at Paul and Dean. They have their boxes and things. Here's the deal. What Joe said at the very beginning, and it's so great to see all of you, is every single thing you put in front of a prospect, a referral, a client is marketing. Every choice you make, every decision you don't make. One of the most powerful things that Joe and I have been working on requires 4 things: a pen, an envelope, a note card, and a stamp. And I know that sounds silly, but remember, inboxes and media, they're packed. Yeah. But go a route that isn't packed. Mailboxes aren't. That's one of the reasons we've done these shock and awe wow boxes is because we want to model for the Genius Network members what they can do in their business. And they're not all boxes and they're not all going to be that way. It's about engagement for an action.

Sometimes it's handwritten notes from random strangers.

Oh, look at you. You still have it.

Of course.

You've got to walk your walk, guys. There you go. You've got to walk your walk.

Beautiful handwriting that Randy Brill has, I'll tell you.

Well, I do write. I do have handwriting, but it doesn't even matter if it's illegible. It matters that it's personal. And it matters that you build that relationship in a range of ways, not just social, not just physical. What did you say? How are you? I mean, I just had a chat with Chris Doyle in the chat and we're talking about how are your kids? Everybody's doing okay because you really care. That's marketing too, right, Joe?

Absolutely. Absolutely. No, I mean, look, it's interesting. There's a question here from Elizabeth. Is Elizabeth still on? Elizabeth Brickman, not sure if this is a place for me and I trust You to tell me I'm an author of 2 faith-based financial books. There's Elizabeth right there. Hi. And well, no, oh, note from Joe. Sorry. Thank you. Thank you so much, Laura. So she goes—

Yes, I'm still on.

Okay. So it's because— First time. This first time you're here?

Yes. First time any of, yes.

No camera, so I can't spotlight Joe, but she's there. But we can't—

Yeah, no camera today.

No worries. So it says I'm the author of 2 faith-based financial books, 2 more I'll come back to you in a moment, Randy, if you can hang. Unique twist is that they're not technical, nor Dave Ramsey-ish. They're about financial happiness and financial feelings with a holy bent. My books are my only product and I want to sell them broadly in order to help more people have a happier and holier relationship with money. So I'm not sure if this is the right fit place to guide me. Well, first off, let me ask you, how did you hear about us?

When I was a financial advisor, I had my own investment firm and I used to go to Dan Sullivan meetings. And toward the end of that time, around 2011, is when he talked about you. Got it.

Yep.

And, but now I'm not, I'm not about earning a lot of money. I just really want to distribute these books, keep my publisher happy. They took a huge chance on me. Because this is not a common product. People either write books to, you know, highly technical, but they don't write books about feelings and happiness and spiritual enrichment. You know, I talk about the incredible advantages of generosity and things that they don't, people don't. I just have a different niche.

Well, here's what I would say. Everyone has a different niche. Everyone thinks their product or service is unique, and some are more unique than others. And so for instance, we have 8 Profit Activators. One of the things that I posted is to read our free guide, Breakthrough DNA, which doesn't even sell anything. It doesn't sell a course. Someone earlier asked a question about, can you still sell courses? We can address that if Paul reminds me But ultimately, every single person here, the 8 profit activators that me and Dean have been talking about since the very beginning are discussed in Breakthrough DNA. It goes through the before, during, and after unit. Dean is the one that originally came up with that framework, and it's what do you do before someone does business with you? That's the before unit, before they hear about you. Right now, you would probably be in our— you haven't bought anything from us. We're not necessarily trying to sell you anything here. All we're doing providing a conversation talking about marketing and people that hopefully love marketing or want to learn more about it will listen to the podcast, will come on the lives, and we talk about it, right? And the first profit activator is narrow your focus and select one target market at a time. So you have books, obviously, they're faith-based and they're on money, So then the question is, who's your target market? The second one is, well, Dean, why don't you go through it? Because I think, why don't you give a flyover of the 8 profit activators? And I would be hard-pressed to find anybody in any business, in any category that this does not apply to.

Well, that interesting profit activator number 1 that you talked about, there's a key distinction In the word select a single target market. And my intention on that is that you are doing the selecting. Most people are focused on trying to be as appealing to as many people as they can so that they are selected, which is a passive thing. They're trying to get out there so that people find them. But the difference is when you have something— Mm-hmm. that would be, you know, our ProfitActivator 5 is a dream come true, deliver a dream come true experience for your clients. When you've got something that can produce a dream outcome for a very specific person, it's on you now to go and select the very best person for this and then string the pieces together. So we've selected the target market, it in Profit Activator 1. The next step is that we need to compel people to raise their hand or to reach out to you by using direct response. So what would be an offer that would turn an invisible prospect into a visible prospect? And that's a key distinction in Profit Activator 2 is that when you know who you're trying to reach, One of the first helpful things that you can decide is whether you have visible prospects, meaning you can get a list of them and you can go right to them using direct mail, using addressable media, or you may have invisible prospects, which means you have to draw them out with lead generation advertising. Even we're going through this right now. With Joe, all of the ads on trying to introduce people to the annual event, which is coming up, those are invisible prospects on Facebook, on YouTube, on all of it. And so having something that indicates that, hey, there's an event coming up and here's the dates and it's in Scottsdale, that gives people a lens. to look at these things through. And so we're not using the ads to convince people to come to the annual event. We're directing people to get an info kit about the annual event just to raise their hand. That's Profit Activator 2. Yeah. Is get somebody to raise their hand so that you know that this person is interested in whatever it is that you're doing. That then immediately puts them into Profit Activator 3, where the goal is now to educate and motivate them to take action. We got to educate them, let them know all of the things that are available, motivate them by showing what the outcome could be. And then in Profit Activator 4, we make an offer that makes it so easy for people to get started. That's the before unit. All tied together there. And for every target market, there's an optimal way to get people to raise their hand. And all we're doing, this is the biggest distinction, is separating the compelling from the convincing. And so what often the big mistake that people make in advertising is they're trying to use the ad itself to convince people to buy. And it's very difficult when nobody, they don't know, this is their first time hearing about something. It's an uphill push to get somebody to go from watching a video and buying a $12,500 ticket to an event. That is a heavy lift for an ad to do, but it's much— you have many more attempts now, much more rich communication to be able to educate and motivate people through outreach, through emails, through sending them a video to watch, to inviting them to a podcast, to educating them over many outbound attempts to somebody and engaging them in a dialogue that the chance of them now, when you make the offer, they'll have an understanding that, wow, I really do need to be in this room. And now it's easier for them to make that decision. So much of it's just gathering your people.

Totally. I hope that helps. And Yeah. I mean, this applies to everyone. And if you've not read Breakthrough DNA, it goes through that document that we have been giving away for free for years is amazing. Secondly, askjopolish.com is my AI clone that has thousands of videos and books and everything loaded into it. And there's no charge for that. I mean, a lot of what I do is just value add. And then Randy, let's go back to you.

Very gracious. Thank you so much for answering.

Well, one thing for Elizabeth, one thing I want you to think about is if you, once you do, you have a clear sense of your market. One of the things we did for Jimmy Applegate, who has a very unique market, is in addition to doing his book, we put it in a box that revealed an experience that might be something for your market. But Joe, I wanna go back to 2 things. Number The activators, you are different every time you read them. They are timeless and you really need to do that. But there's an example, Joe, sitting in, it's like the elephant in the living room right here. And I know you don't want to promote things here, but I'm going to tell you something. This is a fabulous example. Guys, you look at Dean and Joe and you say, wow, these are the I Love Marketing gurus. And they are. But they do the same thing. Sometimes marketing is spaghetti against the wall. But when you are laser-focused on who you're trying to reach and what you're trying to do with that outreach, you will create a deep, deep array of touchpoints. And Joe, that's what you guys have done. And I don't know whether you feel comfortable sharing this on this, but guys, look at it as an educational perspective. It's such a good example. I'm gonna try to make you do that subtly.

Okay. Thank you, Randy. Well, see, I have to always talk to my sales prevention department to make sure that I don't overly— it's so interesting, me and Dean, to remind everyone that's relatively new here, people that have been here forever kind of remember this back in the day, is that when we first started doing I Love Marketing, one of the things I said to Dean, I go, let's give away better stuff And better advice on I Love Marketing than what other people are charging for. And let's not even mention anything that they can buy from us until people start complaining that we're not selling to them. And sure enough, on the reviews, it was iTunes at the time. iTunes is where most people were listening to our podcast. People are going, I don't get it. I don't understand what you guys are doing. You're teaching us all these ways on how to market and sell, but you're not trying to sell us anything. And it's like, Well, what we're trying to do is we're trying to bond with people. We're trying to have people feel that if we give away our ideas and not give away, but just share and teach something that's so valuable, then naturally people will be like, wow, if they're willing to give us away this much stuff, imagine what we would get if they paid us. So yeah, like if you wanna see what we're doing with I Love, I mean, I Love Marketing with Genius Network. So we got our Miami event coming up November 5th, 6th, and 7th. Nice. And so, one of the things, it's so much easier to deal with other people's marketing problems than deal with your own. So, whenever I have to deal with my own marketing problems, I'll call in Dean. I'll call in, there's several people on here, Jonathan Wissman, I see him on here. He's one of our Genius Network members and he's laid out this incredible plan of positioning for Genius Network members that I want to hire him to help us put together, 'cause it's really great. Say I hired Randy Brill. Randy is one of my outside— most breakthroughs often don't happen in your own company. They come from outside of your company. And that's a really hard thing because we all have team members that we work with, but when we're so close to something— So one of the things that we noticed is that we had geniusnetworkevents.com. That's our main website for the annual event. And then geniusnetwork.com/events. is our main Genius Network site. And the annual event we do is the only event I do every year that people that are not members can actually come to the event for $12,500. It's not an inexpensive event, but it is the best event that I know how to put together. And most people that come to it say they've never been to a better event. And we always strive to do that. So what I didn't have is like, Anything that they would get. So we're like, let's offer a free info kit. And so if you go to Genius Network 2026, that is a landing page that people can download an info kit and they can learn about what the event is. They can see a bit of the history of it and we give them information. And then if they are qualified and they want, they're interested in the event, then we will follow up with them with a person that We'll schedule an appointment and we'll talk about it and make sure they are right-fit clients. We also do background checks on people now that are coming into Genius Network because we don't want scummy marketers. We don't want people to come in and try to poach our— because what Genius Network is, is I want high-achieving, ambitious entrepreneurs that have million-dollar-plus companies that are givers, not takers, and they are aspirational and they want their aspirations to become a reality. And it's not all about business. It's about health, mental and physical health. That's the most important thing in the world. Wealth, not just making money, but not losing it. And then what we call ELF, things that are easy, lucrative, and fun versus things that are HAAF, hard, annoying, lame, and frustrating. So people that want more ELF and less HAAF in their life. Now those are all buzzwords and those are all kinds of things, but ultimately we put 'em into a room, great food, great discussions, great location, great people. If you have those 4 elements, Then people that are players with money want to be there. And so that's what we do. And so the event this year, I've got the billionaire John Paul DeJoria, who I interviewed at Genius Network 11 years ago. So he's coming back 11 years later. He's now in his 80s. We've got Mike Rowe from Dirty Jobs, who's amazing. And I'm going to interview him with Tommy Mello, who just sold his company for over $2 billion. We're going to have conversations of how do you build a billion-dollar company if you have those goals and objectives in the world of AI today? And we're going to have those, that's going to be really valuable. Then I've got a famous rock star that's showing up. I've got Peter Diamandis. You know Peter from, he's one of the top futurists and Steven Kotler, who is his co-author. Then I'm giving away our Mercedes Sprinter van to one of the better of your best contest finalists. So there'll be 5 finalists that we're getting ready to announce, and then all of them will give a 10-minute talk about what they did and how they did it. And then we're also going to give away a Tesla to our Genius Youth. And then we have a variety of smaller talks. Anna David, Michael Burnoff, they're giving 10-minute talks. I may have a surprise guest, we'll see. But basically that's the stuff that we do. So the question is, well, how are we marketing? Yeah. And that's where I'm going to— so for instance, doing a lot of stuff with Randy. But if you want to opt in, if you want to just see the marketing that we're doing, go to Genius Network 2026 and just take a look at what we're doing. We've got a handful of Genius Network members here. And one of my objectives is I like selling things not by doing dog and pony shows from stage. I like selling things by demonstrating value. Yeah. And that's what the only— so I've been to so many events and they're all architected and orchestrated in order to seed the list and then get people. And then usually on the second day, everyone does the pitch and then everyone that doesn't join, you have the third day where you try to do the final. I don't do any of that stuff. And what I say is that the only thing where there's going to be an enrollment is on the second day morning session breakfast at 7:00 AM. It's totally optional and you don't even need to be there and I won't even be there. And it's a panel of our Genius Network members and there'll be 5 or 6 members and one person that is running it and they basically talk about what Genius Network is. And beyond that, it's just an event to demonstrate that. And so that's kind of the way I've always marketed though. Even when I was selling carpet cleaning services, My consumer awareness guide taught people how to make a buying decision. So we use information that people can ask for and it provides that to them. And that starts the— that takes someone from the before unit into the during unit, and hopefully they will end up becoming a client if they're a right fit. And if they're not a right fit, we want to sift, sort, and screen right-fit clients from people that are not, because part of your marketing is not just trying to attract who you want, it's basically repelling who you don't want. And I don't mean repelling them like you want to offend people, but you're just like, this is who it's for and here's who it's not for. And so that's kind of how we do it. So Dean, if I can delegate the— why don't you pitch the hell out of everybody why they should be a Genius Network member? But I think everyone here who's qualified to be a Genius Network member probably already And so, but maybe not, who knows? But that's kind of what we're doing. And when I called up Dean and Randy and different people, we've had to figure out, well, what are we not doing here? What do we— what's the— so Dean, why don't you share what we're doing in a way to where it's instructional for everyone for their own businesses here? Because everything we're doing to market Genius Network, anyone that has a business could use the same psychology. Yeah.

I mean, that's that model. What we're talking about there is selecting the first target market, the people that are business owners that are running a million-dollar-plus business that are outward service-oriented, that are our kind of people. Having the idea of giving them a glimpse of what's happened happening at the annual event, showing them the clips of the people who've been there, the things that they're sharing, the highlights along with, hey, this is an event. There's some important part of running an ad, especially on Facebook to new people, is that so much of it is to communicate nonverbally even that what this is actually, what lens to look at it through. So in the newest, we were talking about this the other day, the winning chassis in terms of the cost per lead is one that shows iconically, these are the dates, this is an event. So now people know that they're looking and evaluating this from that lens and then they're watching the video to see, oh, this is the kind of thing that happens at this event. I wonder how much it costs, or I wonder what the details are. So we have the download button for the info kit and that on its own has turned an invisible prospect into a visible prospect. Now we get to tell them the whole story, but it's not putting so much pressure on the ad itself to make the sale. Because if we have to, the thing about doing pure video ads is that they have to watch the whole thing in order to get the thing. And we can nonverbally communicate much faster than we can through video. That's why when we're doing ads for I love books or catalogs or anything that you can show iconically that is an indication that this is something that you can download right now. It sets the stage for people.

Yeah. So speaking of setting the stage, we have a bunch of questions that have come in and that was the promise. And of course, one of the big things is delivering on that. But I think what's interesting to setting the stage was You show the people that you work with the way they think. Solid. Um, we talked about how long we've been doing this. You mentioned briefly when you were doing carpet cleaning, and I know at least 4 or 5 ears like, what? What? Carpet cleaning? What? Where does that come from? And what's fantastic is we have a question from Tim Copsey, longtime Elite Cleaning member and past ELF member. How long has he been working with you, Joe?

I don't know. We'd have to ask him.

Well, well, so here's the question. Question is, me and my father operate a carpet and air duct cleaning business in Bend, Oregon since 2012. Our biggest challenge is generating consistent customers year round. If you were starting from scratch with just 2 people, how would you structure a simply and highly profitable joint venture marketing systems? Specifically, how would you approach other business owners without appearing like another salesperson? I think what's fun here is this is the old, this is the new, this is the long-term relationship that we have with people. I, and, and it's, it's a really solid question. What are the best ways to do these JV offers? And, and is that the way to do things anymore or is there something better?

Well, if you haven't read my book, What's in It for Them yet, I would encourage you to do that because I kind of really walk through how to develop and build rapport with people with the focus of what's in it for them. Whenever we're asking people to do anything for us, we want to have them naturally want to help us simply because we're being helpful to them. I mean, and this is not just in business, this I mean, you can look at the relationships you have in your life. Nobody hangs out with anybody, does business with anybody unless they have no other choice. Like if you are the only electric company in town and you want to not care about your customers or not answer the phone or whatever, they have no other options. So if they want electricity, they're going to have to go through you. But if you're in a space where there are other options, The only time you lose a client or a customer to your competition is when you allow or your competition pays more attention to them than you do or treats them better and they're aware of it. So first off, start with what's in it for them. When I was a carpet cleaner and I wanted to, I realized that one or two joint ventures could absolutely change my income. It could take from, you know, one good endorsement could add $100,000 a year to my small carpet cleaning business. And so one of the first things I did was I came up with an offer for, I'm going to talk about this from the lens of carpet cleaning, but just think of it the same way. If anyone's ever gone to like Costco or going to a store where they're giving away free salsa and chips and they're giving samples, what they're doing is it's like try before you buy. So, I wanted to have a try before you buy, a little bit of a puppy dog close. I'll have a new puppy in 6 days from now. It's finally going to arrive. And, I've not had a dog since I was a kid. My father gave away my Labrador Retriever named Panther when I was a 10-year-old kid and it broke my heart because I came home and it's funny, one of our Genius Network members gave me this little stuffed animal years ago that said Panther, which was the name of my dog with a note that said, every boy needs his dog. It was really, really sweet. I still have the card because every boy deserves his dog. That's what she wrote me, this note. This was literally 8 years ago, but it was so meaningful to me that I kept it and I'm finally getting a puppy. Now, why do I bring this up? Well, puppy dog clothes is a great way to sell anything, right? It's like, well, there's, we have a litter of puppies and there's a sign that says, you know, dogs for sale or free puppy or whatever. And there's the father, the mother, the 2 kids, they show up, they look at the dog and the person with the dog says, you know what, take the puppy home for the weekend. And if, you know, and if you don't, if if you don't enjoy the dog, then bring it back on Monday. And now what usually happens? Well, they take the dog home, it pees and poops everywhere because the dog's probably not trained, but the kids fall in love with the dog. Maybe the family does too. It's really damn hard to return that dog. That's a puppy dog close, right? So I came up with my closest version, which was a free room of carpet cleaning and a carpet audit. And that offer was working really well. And so I went to this dry cleaner of clothing. It was called Elegant Cleaners. It was Chandler, Arizona. The guy's name was Dick McKissick, I believe. And I still have all these letters because I would, when I created my carpet cleaning course, I gave people the letters. And I said to, I first, I walked into his store with some clothes because I was like, you know what? If I show up as a salesperson, this person's going to try to, no one is looking for a salesperson to walk in. So let me be a And so, I dropped off some clothes. Can I talk to the owner? And so, there's a gal up front and she's like, yeah, let me go grab him. He was there and he comes up. And so, he's not talking to a salesperson, he's talking to a customer. And so, I was like, hey, my name's Joe Polish. I have a carpet cleaning business. And I was wondering if I would love to have you see the value of my carpet cleaning services. And if you're up for it, since you're And, you know, people that come to your, your place here, professionals that probably care about really clean things. And I have a professional carpet cleaning business and I'd love to, you know, clean either your store here, the carpet right here, or at your house if you want me to come over and, you know, clean the carpets there just to show you the quality of the work I do. And if you like it, I would love to talk about you maybe recommending our services to your, your clients that drop off their clothes. And I could come up with something that, you know, allows me to pay you. A confidential commission on everyone that, you know, that's a key term. Confidential commission sounds more important than commission. And then so he's like, sure, you know, why don't you clean the store? So I, you know, so of course I made it clear contingent upon if he's happy, can we talk about, you know, recommending my services? And he was happy, but also knew he was hesitant. Now, this was 1992. There was no internet back then. There was no email. There was no social media. We're talking phone calls and direct mail and advertising. And telemarketing and stuff like that. So I said, I'd love to have you recommend my services. If we could do this, let's offer a free room of carpet cleaning up to 200 square feet. We'll put in— and back then there was OfficeMax and Staples and they would sell those plastic displays. And I put a— A clear box.

Yeah.

A sales letter that said, you know, a free room of carpet cleaning exclusively for customers of Elegant Cleaners. And then when they come in, they'd say, yeah, if you want to do a free room of carpet cleaning, we gave it as a gift. And then what I would do is I would go over the home, I would do a free room of carpet cleaning, and I would do a carpet audit because it was different than a free quote or estimate. And all of a sudden, people started calling him up and saying that, and I would tell people, if you're happy, please Please let Elegant Cleaners know that you're happy with the work. And so, people would go back and report how happy they were. And I started paying him 10% of every job that the free room of carpet cleaning would be. If it was a $200 job, he got 10% of that, right? $20. And so, after we had probably about 10 jobs of people that reported how happy they were, I said, do you keep track of all of your customers? Do you have their contact info? And he's like, yeah. I go, would it be okay if I called your past customers and offered a free room of carpet cleaning to them? And I could just tell that he was kind of hesitant. I said, but here, just so you wouldn't be worried about, why don't you give me people that have taken their clothes to Your place here, but have not come in at least 6 months or longer. So they've not been active. Give me those people first and let me call them. So he gave me a couple hundred names. And so I called them up and here was my script. I have all this shit from memory. I said, hello, my name is Joe Polish. I'm calling on behalf of Elegant Cleaners where you're a customer, and I wanted to let you know that we're We're now offering professional carpet and upholstery cleaning services through Elegant Cleaners. And for every Elegant Cleaner customer, we're offering a free room of carpet cleaning up to 200 square feet, no cost or obligation of any kind to buy anything else. And we'd like to schedule a time to come and do the free room of carpet cleaning. And while we're there, we'll give you a carpet audit and we'll estimate the rest of the carpet and we'll give you an estimate if you want any additional cleaning done. And it comes with our 100% satisfaction guarantee. No questions asked, money-back guarantee. And right now, all we're wanting to do is schedule the free room of carpet cleaning. What date would you like to schedule that? I would try to say the whole thing before they even had a chance to respond. Kind of like when I go on my tangents like I am right now and I just freaking talk like an idiot. Sure enough, people would be like, oh yeah, I'll try a free room of carpet cleaning. And the weirdest thing was during some it was like 2 out of 10 people were responsive to it because no one wanted to, a lot of times they weren't even there in summer and it was just really hot. But during kids going back to school, right before Thanksgiving, Christmas holidays, literally 8 out of 10 people said, yes, let's go and do it. And so all of a sudden I started getting all of these jobs from past customers. And then when I was there and I did the carpet He was making money. It was found revenue for him. And then secondly, I would say to everyone, hey, when you take your clothes back to Elegant Cleaners, let them know how happy you were with the carpet cleaning. And they were, and it resurrected business for him. Then all of a sudden he's like, my God, this is great. And he started recommending me to everybody. And then we started mailing my newsletter out to his Elegant Cleaner customers with a lift letter from him. He gave me the phone numbers of everybody. Then he had these plastic bags that he had to pay to, like, that said Elegant Cleaners. And I said, what if we put, you know, the free room of carpet cleaning offer on the plastic bags and I'll pay for the black? He's like, great. And so I started printing promotions on the plastic bags that went over, you know, the clothes, because what we found is we started stapling the letter that we're now offering carpet cleaning services, which by the way was bright pink, which kind of like a lot of the stuff that Randy sends out, it's very eye-catchy. And they accidentally stapled one of the flyers through somebody's clothes. And that's when it was my idea to like, let's print it on the plastic bag and then you don't have to worry about that. And it became this whole thing. And so that joint venture that I did with Elegant Cleaners brought in over $100,000 a year in revenue After we set it up, and then I started going to carpet retailers, interior designers, people that sell carpet, chiropractors, all kinds of different services. So to answer, that was my a long roundabout way to where if you can get a joint venture selling something nobody wants to buy carpet cleaning, every person here can probably think of somebody that already spent the time, money, effort, energy. to develop and nurture a relationship with a group of people. And then if you think about what's in it for them and you create some sort of way that they can recommend and endorse your services to other people, some of you here could add $1 million a year to your business just with a handful of joint ventures. And sometimes it could be one single really good joint venture. So the question becomes, who's your single target market? Going back to the 8 profit activators, who already has a relationship with people that are like that? And what's in it for them that would cause them to tell other people about you. That's the whole key.

The beautiful thing, Joe, is that they weren't recommending or giving people the opportunity to buy something from you. They were giving people a gift. They were giving people a free room of carpet cleaning. And whatever happens after that is up, it's between you. But I'm sure a good percentage of the people that took the free room of carpet cleaning would have you do the rest of the house. And that's where it all works out, right? Is that people, it's Robert Cialdini straight out of that. It's reciprocity that very few people could let you come into their house, do this whole room of cleaning and do the carpet audit and then Oh, thank you. Yeah, we're good. I mean, it seems that's uphill. It's much more natural for people to go out of that. And I'm sure even if they did, I'm sure they wanted to tip you or do something to ease the burden of owing you this reciprocity of it. No,

totally. It was a gift. And here's the thing too, whenever you construct Sure. Whatever you have to offer as a gift or something to someone else, just what Dean said, even if someone does not take you up on it, you still get the reciprocity that's instilled by offering them a gift. And so, I really like reciprocity. Reciprocity is one of Robert Cialdini's— he talks about the All the different elements of influence. And Cialdini's obviously a dear friend of mine. And so every way that you can utilize giving something to somebody that they actually want, because reciprocity works even when you're giving something to somebody that they don't want.

Exactly.

But it's manipulative. It's that Hare Krishna Yeah. A story where he, in the very first edition of Influence, Robert Cialdini had all these research assistants that worked mostly at Arizona State University. Because Robert, if you've never read Influence or watched, listened to any of the interviews we've had with him on I Love Marketing, look, by the way, my YouTube channel, just because everyone is probably at a loss of what they could watch on YouTube or on social media because we now live in a world where I miss the days when there was only 3 main television networks and it wasn't all political and basically you didn't have a million options and people had to wait for something. Now everyone's absolutely overwhelmed with so much information, it's insane. But polish.tv directs right to my YouTube channel. So I figured since I bought that stupid website, I should at least brand it a little bit. But anyway. So he tells the story that before 9/11, there was a lot more people in airports that would solicit people in airports.

Oh yeah.

And so there were Hare Krishnas that would wear the maroon, they had a uniform and that was warding people off. So what they found is that a woman in plainclothes clothes with a basket of little flowers was the best way to get donations. And so when I was reading that story, people were walking by in the airport, they would go up to them and say, I'd like to give you a gift. And if it was a man, they would take it upon themselves to start putting this little flower pinned to the collar or a woman's blouse is the way it was described in the book. And then they would step back and they'd say, if It would be great if you would make a donation. And then people, it was more difficult for people to take the flower that they didn't even ask for and to give it back than to reach in their pocket, pull out a dollar or 2, and then give them money and then walk away. And then about every hour or so, they observed that they would, after the people walked away and were out of view of the woman that had just given them a flower, flower, they would throw the flower in the trash and they would go off to their gate. And about every hour or so, the Hare Krishnas would go to the trash can, pick up all the flowers, put them back in the basket and do it all over again. And then the thing becomes like, if you can get money from people that you're giving them something they didn't even want, like imagine how well it would work if you actually gave something to somebody that they were interested in that they did And I didn't want to do the flower thing because that's manipulative. It's forcing someone to have reciprocity out of guilt or out of putting them— so it's like, how do you just do this in a way— and by the way, everything that I'm describing here has nothing to do with AI, nothing. It has to do with human relationships. It has to do with human psychology. And that's where you're going to have an advantage because the fortune is in the follow-up. The fortune is in the relationships. While people are trying to figure out how to do everything online, there is massive opportunities with people that have spent years to develop relationships, real human relationships, rapport, trust, et cetera, with other people. And all you need to do is borrow that and set up the conditions which allows people to benefit from that. Benefit by recommending you. And part of it is the best way to blow it is to be annoying. The best way to blow it is to just immediately enter into a relationship with expecting someone just to promote you because you think you want it or you desperately need it. And really think about what would— Dean Jackson has this, one of the greatest marketing lines ever. A compelling offer is 10 times more powerful than a convincing Compel people to want to recommend you, compel people to want to do business with you, offer something that is compelling so you're not having to convince somebody. And if you do that, you're in a great position. And Paul, I am ranting a little too much here and we are getting close to the time we need to wrap up. So where do we go from here?

Well, there's one question that I think could be a derivative of this question, which I think would be really, really solid. Robbie wanted to know, best way to collaborate with other industries? And I'm wondering if, if, if the free giveaway is the best way to offer that, because not only is it a great offer for the, the person on one side, but the business that you're trying to collaborate with. I mean, if somebody comes to me and says, we'll give all of your podcast clients this free gift, and that free gift is of value, right? Why would I say no? So, so best way to collaborate with other industries. Give me 2 sentences, Joe, 2 sentences, Dean, and then we'll start to close up here.

Go ahead, Dean.

Well, I think that what you have as an asset that you can use is to understand what you have that costs you very little incrementally, but has high value to somebody. So, and whatever you are doing right now, you have excess capacity for doing what you do. I use a restaurant example. that a restaurant that I was working with was at 70% capacity, and that excess capacity was costing them about $270,000 a year by not having those diners. And what we figured out was that the incremental cost of adding an additional was only the food cost because the building was paid for, the staff was there, the kitchen equipment is there, the chef's there, all of it. The only incremental cost to add somebody in that excess capacity was the 20% food cost that they had because they were running at a 5 times markup. So that That we could put together a $25 gift card that only cost $5. And so it has that whole value. He happened to own other businesses and we sent those to his clients, but to be able to offer those to another business to give to their clients as a Imagine if the carpet cleaner or the dry cleaner, if you went to them and said, hey, I'd love for you for this week to give everybody that gets their clothes dry cleaned at your store a $25 gift card for our restaurant as a gift from you, no cost on us. They're going to look like Like a hero.

Heroes.

And people want to give something of value. Yeah.

Awesome. Well, speaking of heroes, let's make Joe and Dean look like heroes.

Okay.

In the chat, give us your biggest take-home from today. What's the biggest thing that you learned? And I won't go for like the philosophical thing. What's the biggest thing you learned that's gonna impact your organization, your business, your company, your marketing? Give us those and make these guys feel feel good, if you will. And then once you've done that, give us how you're feeling about this on a scale of 1 to 10. I think that would be interesting. And then to go from there. Della's brass tacks on approaching a joint venture. Jade Green needs her YouTube channel. JV partnership idea. Amazing rant. So there's some good stuff. Compelling offer, 10x better than a winning argument. Creating the win-win-win. Know who you want to reach, help, and add value to them. Once you that, you know how to attract and repel what Joe talked about joint venture setup in the book of What's in It for Them. I'll tell you future stuff. What's in It for Them is not the brass tacks of joint venture. It's the psychology of it. It's absolutely fantastic. And I recommend that. There are a number of you in different camps here on this call. Some of you just want to participate. Great. Enjoyed it. Give us these thoughts here. This is good. We're going to run this through AI and see what really reached up to the top. There are those of you who we're going to see at the annual event, and that's going to be very cool, having an exciting time there. Alejandro, seeing you there. James, James has to buy me lunch, maybe even there. Who knows? We'll find out. But it's going to be a fantastic time. So Dean and Joe, and we're going to start with Joe. So I'm going to give everybody some time. Now we'll start with Dean. If you had one sentence that you could say that would change somebody's marketing life? Just one sentence. You can use as many ands and commas as you want, but one sentence that changed somebody's marketing life. Dean, go first, then Joe. We'll close with that. Following up, you've got I Love Marketing. You've got a lot of episodes and it's great stuff and it's great content. And if you want this stuff condensed, the Ask Joe Polish website is a pretty fantastic AI that condenses a lot of this stuff for you.

Well, yeah, you can ask any questions. If there's any questions that someone asked here that were not answered, just put your question into askjopolish.com. It's free. I will eventually probably charge for that and see what it gives you a response to. I think you will be pleasantly surprised. And the question again is, just saw in my ADD moments, what is one or two—

One sentence that could change their marketing lives. One sentence that could change their marketing lives. And since you got the ADD mind, we'll do Dean first, then we'll do Joe, then we'll close this bad boy out. Dean, one sentence. Use as many ands and comas as you want, but one sentence that could change the market.

I think one of the greatest assets that you have right now is understanding the currency value of the excess capacity that you have in your business right now. And if you can figure out a way to package that in a way that other people, other businesses could give that to their audience to get a relationship started with somebody that could change your life.

Extra capacity can change your life. There's the tiny word version of this. Joe, one sentence.

The biggest reason people don't do well with marketing is they underestimate the importance of it. So if you could—

Just hold, hold, hold, hold for the pause there. That was fantastic. Just, just, just hold the great— say that one again.

The biggest reason people do not do well with marketing or even embrace it is they underestimate the importance and value of it.

I almost want to close right there, but we won't. This is the— this is live recording, Guy. I love marketing. Anybody here, you're on the email list, you'll know about the next one. This is our last one before the annual event, correct?

Correct. And so, I hope to see— well, I already see a bunch of people that are already going to be there. It's going to be the best freaking event on the planet. At least that's my goal and objective. And I hope to see you there. And if you have never been before and this is going to be your first time, it's going to spoil all the other events you ever go to because we just do the best shit on the planet.

There we go. All right, everybody, if you haven't given to your best thing, give that in chat. We're gonna grab that, run that through AI. Um, this will be recorded. This will be on the I Love Marketing podcast. Um, we've got 10x Talk on Friday as well, which could be always a lot of fun. But, um, thank everybody else for joining us. Thank you, Dean. Thank you, Joe. Thank you for the questions answered and the questions unanswered. We'll go from there. Have a great day, everybody. Bye.

Thank you. Thank you, everyone. Appreciate it. Have a wonderful day, and, uh, we will see you next time. Next time. Don't miss another episode of I Love Marketing. Subscribe today at ilovemarketing.com/subscribe.

If you'd like access to the show notes to take action on what was discussed, please visit ilovemarketing.com/485.