How To Prepare For Presentations And Speaking Engagements - I Love Marketing With Joe Polish And Dean Jackson Episode #220

I'm dean jackson, he's joe polish, and.

This is the I love marketing podcast.

Dean Jackson and Joe Polish.

And welcome to I Love Marketing.

Here we are. Here we are. Behind the scenes. All Access.

This is what we're going to do on this episode. Me and Dean literally just started recording this. It's earlier in the morning for me right now, as we do this, than it is, Dean. So I just recently rolled out of bed and here we are. But here's the deal. We've got a presentation that we're giving next week in Toronto in front of five to 7,000 people. And some of you that are listening to this will probably be at that presentation or have been at it, depending on when we decide to release this episode. But we decided we would share with everyone what we do and how we go about preparing, if you even want to call it that. The reason I say if you even want to call it that is I don't really have a set, specific way that I prepare presentations. As a matter of fact, I don't do a lot of presentations for other people or go talk at a lot of events, although I'm offered constantly. But I might do anywhere between two to four speaking events a year on average, for the last. I would probably say the last five years that are not my own events. I don't hold myself out as a speaker. Dean, I think you're kind of in the same boat. You do a lot of breakthrough blueprints and stuff, but I don't know how many presentations you give per year.

They're the same. Yeah, probably about the same. I spoke at, like, in the last year. I've spoken at Robin Robbins event and maybe one of Eben's events and Dan Kennedy's Super Conference this spring and those kind of things, just events like that. But mostly it's our own events when we're doing talks like this, right?

And I just was on the phone yesterday with the CEO of. Of Glaser Kennedy gkic, and I'm going to be, you know, one of the keynote speakers at this year's Info Summit that they're going to do in November. You know, I've had a long relationship with Dan Kennedy for, you know, since 1992. So I've known Dan forever and that sort of stuff. But I don't do a lot of speaking gigs. But we decided we would share kind of our presentation for twofold reasons. One, it gives us an opportunity to talk about what we're going to talk about next week. And that would be, I would Put that under the category of practice. And if you have a lot of anxiety as it relates to some event or some, you know, game day, if you want to call it that, that's the term that Dan Sullivan uses, that if you're going to, you know, game day where you actually play the game, what do you do to practice? And so this, in a lot of ways is a practice session for us. But we wanted to talk about the whole setup with this and how it takes place and some of the thinking that we do beforehand and to the extent that we recruit other people to help, because there's expertise in all kinds of different areas. So for instance, we're going to offer an I Love Marketing home study course. And so we called upon John Benson to help with a video sales letter. So I'm going to show a video sales letter at the end of the presentation that kind of summarizes what is this great training that we can offer people after they've seen us speak? Because there's only so much that we'll be able to share in an hour presentation. And it will be a big audience, again, five to 7,000 people. It'll be in Toronto. We also have talked with Lisa Sasevich, who's just a real expert in making irresistible offers, to make sure that we position our offer in a very powerful way. And then of course, Victoria Laban. Yeah, so Victoria, she basically teaches speakers how to speak. She's trained everyone from how to do TED talks to speaking in front of large audiences, to educational presentations. And I've gone through her entire training program. The beauty is John Benson, Lisa Sasevich and Victoria Labaume are all in my 25k group, my genius network. And so we already have really, you know, great relationships with each other. But that goes to the whole point of why have a genius network? Because you can call upon people with all kinds of different talent in different areas. So I'm of the belief that, you know, whenever you can recruit other individuals that have expertise, if you have to pay them, et cetera, you know, you do that. And that's what we do. And so, you know, I've actually just as much as they're clients of mine, I've been clients of theirs and have paid them money to help with what they do. And that's just kind of how I think about it now. Dean wasn't even originally going to be part of this presentation. It was just me. And I decided it would be really good for the audience for me to bring Dean up. And they're not even going to know that Dean is going to be brought up on stage. Because right now they're just promoting the event with me as one of the speakers. Dean Graziosi will be speaking, Tony Robbins will be speaking, Les Brown will be speaking. There's a handful of speakers. So what we're going to go through is going to our presentation, but I also wanted to kind of share how we set it up and how we think about it. So, Dean, what are your thoughts on before we get started and kind of jump right into the presentation, which we're not going to try to do it perfectly here. We're just going to share things that.

We think that I want to. Yeah, that will be good to run through. Because I think that the most important thing now, after having spoken with Salim, who's running the event, that you always want to begin with the end in mind here.

Right.

Start with who's our audience. And so it's important to know, typically when we're speaking to an audience, we're speaking to business owners and entrepreneurs and people who are, you know, when they go to a Dan Kennedy event, it's because they're in business and they're already hip to direct response and marketing. And we're at kind of marketing events now. This is a different thing. This is not a marketing event per se, and the audience is very different. We're going to have, like you said, five to 7,000 people. And the breakdown is going to be that about 15% of the people there are business owners and about 30% are salespeople and the rest are just the general public kind of thing. People who are coming because it's like a success type of event. Right. They're people who are sort of into personal development. And I bet that those kind of people are the people who, if they knew what we know about marketing and about direct response specifically and about automated marketing and all of the things that that could open them, that would be a life changer. This could be that catalyst moment for people. And I think it's going to be important for us to tell our stories as an anchor to this, to really let that plant that seed for people where they're not coming to this event per se, to get specific business information which we're going to give them, but setting it up so that there are. That we're inspiring people and that the moment that they found out about marketing and that changed their life was listening to Joe and Dean talk about their stories and about marketing and turning on that lighting that fire for them. Because I know once and when we tell the stories here, that I know that for me, when that fire got lit, that just that spark and once I had the very first evidence that this was really life changing. Everything else, it's a, you know, I call it like a vector changer. You know, your life is going along on a certain trajectory and you're moving forward and then something new comes and it changes just a slight little bit. But that, you know, the trajectory that that slight little change makes in the destination 20, 25 years down the road is phenomenal, you know.

Right, Exactly.

I think that it's going to be important that you've heard Wyatt Woodsmall and other people talk about this idea of structuring things like, of why, what, how, and what if this is kind of starting with the why of all of this, that why would I even be interested in this? Or why does this apply to me? Because half the audience, that's going to be the situation that they're in. And if they're a salesperson or employee or they're working for somebody and they've even got this beginning thought of if they could get something going on their own or aspiring to that, that that would be a key. I think it's going to be very. I think it's going to be very exciting. So when we look at the structure of this, we've got an hour and how we back out of this is we know that our VSL, our video sales letter, is 10 minutes. So we back out that 60 and know that we've got 50 minutes now to work with. And then we've got the intro. And we're going to play your intro video and have you explain a little bit about the context of what that's all about. And then how are you going to. How long do you think you need to explain why you would have an intro video and set up this context of automated things?

Well, I don't know the exact timeline, but it'll probably just be, you know, a couple of minutes. And what we'll do as we're going through this here, I won't be able to show like the intro video. So there's certain things where I'll say, hey, if you wanted to know my bio video, you go to YouTube for people online. I love marketing listening here. You know, since this is an audio version, you're not going to, you know, you're not going to see my bio video, which I'm going to show to the audience and I'm going to be introduced. But, you know, we should Just go through it and just say what we're going to say and then I'll talk about what we're typically going to, you know, talk about there and the things that we cannot show here today, which is like the video sales letter and the bio video, which of course will give us a little bit of time to talk about this. Right now, I mean, we're using the time to talk about setting up this presentation is the time that we would typically spend as if we were in front of a live audience saying stuff. And by going through this, of course things are going to change because we're going to go through this presentation another time in person, me and Dean. So we're going to, you know, we're going to put some practice into this because we want. Want the audience to get real value. But what we figured we would do as an episode is we would just. How many people out there that listen to I love marketing, do presentations and they're like, well, how do other people think about these things? How do you do a presentation? I mean, what is the thinking that goes into it? What are you trying to accomplish? What's the outcome? How do you reverse engineer it? And what do you guys talk about? A lot of times people see someone up on stage and they're in awe of them because they think, wow, I wish I could do that. And the reality is you can do whatever you want to do if you put the setup together in order to do it now, you know, getting in front of an audience of, you know, there's.

That's a great context for your video because there's. Your video is you with Richard Branson, with all of these famous people, and that's kind of like the end result here. But how did you go from the very beginning to that? And I think that's a good thing to set up that, to set that up, because I think in terms of the why it's going to be important that we tell the back stories to how we got to where we are right now and how that applies to them. Because I think a lot of people in that audience are going to be in that same boat. They're in a job that maybe they don't see as their ticket, as the thing that they're going to spend the rest of their life doing. They maybe have an aspiration for getting out, or maybe they have a business that they're struggling in or that they're working hard but not making any progress and didn't do it. I agree.

So I think just like people listening Right now are in that same sort of position. There's a lot of people that listen to. I love marketing, that are in the exact same position. So I think we're talking to a lot of the same types of mindsets.

I agree. So I'll tell what I've been thinking about as the. I think if we spent 15 to 20 minutes of that time telling both of our stories, like if we could each do it in seven minutes kind of thing, would be a really good setup for then sharing three really great actionable strategies that they could use out of all of the hundreds that we have that we could share.

Yeah, well, I mean, we have an outline right here, and I personally think we should just go right into it and just do it and just talk about it right here and then have everyone listen and let us know what you think. I mean, after we're done going through this. Love to hear your comments and hope you find it really valuable and everything. I don't know if we'll be able to take the actual presentation that we do and record it and put it online if we can. We will. But of course, this is not our event, so that'll be completely up to, you know, the person doing it. But, you know, we could certainly talk about what happened. So why don't you pretend that you're the one introducing me, Dean, and then we'll go into it and I'll. And I'll just start talking, and then I'm going to, you know, bring you up on stage, and then we'll go from there.

Oh, you want to go through all of that? All the way through? Yeah. Okay, so let's.

Some of it, we'll leave. Some of it, we'll look at the.

Start from the thing. Ladies and gentlemen, Joe Polish.

Okay, so I will have been introduced far better than that, but.

I will.

Walk up on stage and I'll say, hello, everyone. I hope all is well. Now, this is what I want to let you know, is that if you ever had any trouble making a sale, getting a job, finding a date, doing anything that allows you to progress your life forward or anything that you are struggling with that requires some level of persuading somebody to give you what it is you want, then you are going to find what I am going to share with you today extremely valuable. How many of you in the audience are business owners? So show of hands, how many of you. Actually, your income is based on your ability to produce a result, meaning you don't get paid hourly, even though you may get paid hourly, your Income is incentivized. So if you actually produce a result, you get paid more. As my good friend Dan Sullivan says, you can be in the results economy, where you have to produce a result, or the time and effort economy, where you actually get paid for time and effort. The reality is, if you're in the results economy or you're a business owner, you have to produce a result. So of course I will see the show of hands so I can get an idea of who's in the audience. What I'm going to cover today is different ways to think about producing a result and what I call elf easy, lucrative, and fun. You can have an elf business or an elf life, which is easy, lucrative and fun. Or you can have a half business or a half life, which is hard, annoying, lame and frustrating. And I want to show you something first before we get started, because a lot of you may have never heard of who I am. How many of you have heard of me or listened to any of my podcasts or have ever seen me speak before? So you show of audience. Okay, those of you did not, then I want to show a video that is typically played before I even step foot on a stage. But I want you to pretend that I have not come up here and I'm not even talking to you right now. And the first thing you heard about me, if you don't know me at all, was to watch this video. And then after that I'll explain to you why I showed that to you. And I want you to pay attention to what you see in this video. So then I play the bio video and of course the bio video, which is the way to introduce me. So then it's done. And I'll say, okay, what did you notice that I did in that video? How many of you noticed me doing blatant name dropping and showing myself with celebrities and whatnot? How many of you saw testimonials? And I'll go through that and say, well, what that video is, that was a way to basically position me. Because marketing is really about positioning. Everything that you do is about positioning. And what I recommend all of you have is something that you create, which is an automated form of positioning yourself. So the difference between selling and marketing is selling is what you do when you're on the phone or face to face with somebody. And marketing is what you do to get someone on the phone or face to face with you properly positioned so that by the time they meet you or greet you or talk to you or visit your website, they are pre interested Pre motivated, pre qualified and predisposed to do business with you. Now, let's say you don't even have a business, but you actually wanted to go out on a date with someone. Well, would you rather have a cold call where you tap someone on the shoulder that you're attracted to and they turn around and you say, hey, I'd like to go out with you or I'd like to marry you. They don't have any rapport with you whatsoever. But imagine if a friend introduced you or recommended you and it was completely set up and by the time you actually met the person, they already had very much a leaning into wanting to meet you, finding you to be awesome or attractive or desirable. And you just cut through all of the rapport building because the rapport building was set up in advance. Well, you can set up everything that you do in business, in your life that way if you know how to position yourself. And now at that point, Dean, I'm going to stop here because what I'm going to do is I'm going to set up introducing you. And there are ways that, and this is something that me and you can decide. I can either tell my entire story about my carpet cleaning business right there before I introduce you, or I can bring you up and we can do it together. So this would be an example where as me and Dean are preparing this thing, that's one of the things I would say, okay, Dean, which I'm going to do now. We're just doing this live. I mean, what are your thoughts on what I just said and what would you suggest I do differently or not?

No, that's. I think that is exactly what we talked about of positioning your. That video. And I'm sharing the importance of how something little like that, like a two minute video can change the way that people perceive you feel about him. You know, and seeing somebody with celebrities hearing testimonials, all those things, it's all happening automated and now they can't unthink those thoughts or see those images. You know, you're positioned perfectly and you didn't do anything.

Right.

It was an automated thing that they experienced. And so yeah, I think then when.

We.

I think telling our stories then is going to be a. The important next thing.

Yeah, and see, the beauty of my bio video is my bio video actually starts out with me saying I was a deb bro carpet cleaner, living off credit cards and I learned marketing because I need to eat, I needed to survive. So by showing that video, I've already started to tell my Story they already see that the transition of a guy who was a Deborah carpet cleaner going from to here I am today with Genius Network and helping all of these people and having all of these success stories and all of these individuals that I get to meet. And I'll say in two minutes, there's no way in two minutes I could have said what that bio video said. Now how many of you have a different perspective of me after seeing that video than you did beforehand? And of course I've done this before and I know what that video does. I know what any sort of bio video that setup does. And then I'll say how many of you would like to have something for yourself like that? Wouldn't that be pretty awesome? And do you see how I did it? That's not a really complicated thing to do. All of you in life, there are things that you can develop and create that would allow you to position yourself. That is an example of automated ELF marketing. So that's what this presentation is going to be. It's going to be based on elf. Now I have a special surprise for all of you. How many of you have ever opted in to a website where in order to get sent something or you're starting. Years ago, back in the late 90s, there was a, there was this invention that was done in order to capture emails in lead generate and people would go to a website and they couldn't go to the rest of the website. It was almost like a toll booth. And the toll booth was, you'd have to enter your name and hit take me to the next page which was called a squeeze page. There's different terminologies that were used for that, but it would be something where you couldn't go to the next page unless you entered. How many of you have ever done that before on a website? And of course the vast majority of the audience. Well, there's a guy named Dean Jackson who was similar to me. I started out as a dead broke carpet cleaner and Dean Jackson actually started out as a real estate agent. What's interesting is Dean Jackson actually lived 20 miles from where we're standing right here right now in Toronto. And he was struggling, he was just a real estate agent, cared about his clients, was trying to generate business, but you know, really didn't quite know what he's doing. So he actually learned automated marketing, the type of marketing that I'm going to share with you today in order to transform his real estate business and leverage himself in very much the same way that I learned marketing in order to build and grow my carpet cleaning business. In 1997, he had decided to create a website which was a way to convert people into buying an ebook. And he created. Created the squeeze page. He invented this process, and it transformed not only his own business, but millions, literally millions and millions of people today, many of you here in the audience have taken that method and it has been knocked off and it has been used all over the place. And he invented one of the greatest marketing methodologies that has ever been brought to the Internet. How many of you would be interested in meeting that guy? And then, of course, everyone raises their hand, and then I bring up Dean and I introduce you. So that's. That's kind of how I would go about doing it. Of course, in what I want to point out as we're doing this live, which is really interesting, is when you're in front of an audience, there's a much different energy that I would have, you know, on the phone here. I mean, you know, there's going to be 5,000 to 7,000 people there, so I'm going to be talking with different tonality. I'm going to be more. I'll be more articulate, I'll be tighter. But of course, you know, I'm trying to describe this so people can. As if we're sitting around a conference room with a friend saying, here's the stuff that we're going to do. But by the time I'm on stage, it's going to come out differently. But this is how I think about what I'm going to say. And that's why we decided to record this as an I love marketing episode, because I think people would find it. Ah, you know, you don't have to be perfect. You don't have to totally have your act together on all levels, but this is how you get to that area. So that's how I would bring you up. And then you'd come up Dean. So you can either take it from there or you can add some commentary.

I think this is exactly the perfect transition, I think, bringing us up there and setting that stage. So now it's been less than 10 minutes, the first 10 minutes here. And you've already introduced the idea of positioning. You've already introduced your automated introduction video. You've brought me into it, tying me to the local situation here. And this is where I think now we can transition into our stories. And that would be like. I would say that, you know, standing on stage, I would say, you know, you know, thanks, Joe. Boy, this is like, amazing. To be standing here right now because literally as Joe and I were talking about doing this 25 years ago today, I would have been in Georgetown right now making 100 cold calls a day as a real estate agent. This is before I ever discovered direct response. But it was right around now. It was this time of year, fall of 1990, that I first discovered direct response and marketing. And I think that the most important thing that we could share with people is this belief that marketing can change their life. I'm going to switch, like I'm speaking right to them, Joe, because I'm feeling like I'm speaking to you right now.

Yeah, go right into it.

Yeah, the way I would say it to them. And I'm going to go for like seven, seven or however long minutes it takes here to tell this story. So yeah, literally 25 years ago today, I was sitting in Georgetown making 100 cold calls a day. And I'd been doing that for two years. I started in my real estate career in November of 1988. And over that two years, how many salespeople are in the audience right now? How many people have ever made cold calls? And you know what that's like. You know what you have to do to get yourself to discipline yourself to continue to do that. It's soul crushing in a lot of ways. And you have to kind of detach yourself from it and play games to get yourself to be able to do it. And I used to think about whenever I would get the urge to do something else, there was always something that could take you off track. There's always something that you could replace that time with. But the discipline of making those cold calls is really the thing that was the foundation of, of my success early on was getting myself to do it. And I used to play all kinds of games with myself. You know, any anytime that you want to motivate yourself to do something, you always look at what's the pain, what's the pleasure, what's the consequences of that? And I used to imagine, okay, it's two hours. I have to spend two hours in the morning. From 10:00 o' clock to 12:00 clock is like a prime time. And from 3:30 or from 6:30 to 7:30 is kind of another prime time. And usually in those three hours I could make those 100 calls. So I started to think, if it's just the discipline of the time, would I have the time? Would I fit that in? If I had to drive to the CN Tower and climb to the top, take the elevator to the Top, pick up a check for $1,000 and drive the back down and go back to Georgetown. That round trip would take two hours from my desk in Georgetown. Would I do that at that time? That would have been $20,000 a month at that time. If I could do it every weekday, $1,000 a day, would I drive to the CN Tower, pick up a check and drive back home? Of course I would. I would find the time to do that. And so I started playing those kind with myself, and I started looking at who else has to be. What are consequences, who else has to be in a situation where they've blocked off time. I had a friend who had a radio show and he was on air every morning. And I thought, okay, what if I took that level of approach to this time, to block off that time? So I would play this game that I had to be on the air from 10 o' clock to 12 o', clock, and I would drive in. I had a little separate office off of my office that I could close the door, go in there, put up a little sign that said on the air, and go and make my calls. And often there would be times where I would be racing into the office and getting in and closing the door and turning on the thing and making it just in time for my 10 o' clock on the air time. And it worked. I would get myself to do that, but I was slowly getting burned out. And I discovered an amazing book called the E. Myth by Michael Gerber. And how many people have read the E. Myth? And that book completely changed my life. It's the first book that got me on this path. And Michael introduced this concept of working on your business instead of in it. And I really realized that when I'm making cold calls, when I'm making phone calls like that, I'm working in my business and I'm on a hamster wheel. And I would find that the cold calls would work when I was making the calls. But as soon as I stepped off that hamster wheel, the effectiveness stopped. I wasn't getting any new leads because I wasn't on the hamster wheel. And that opened up my mind to thinking about how can I automate things? How can I set things up, set up systems that work while I'm not working? And at that same time, I started discovering direct response advertising. Direct response marketing, which is very different than personal promotion advertising, where the goal is to try and get your name out there and shout louder than everybody else. I discovered that you could write words on a postcard or on an ad and have people call you. And so I started applying that. I started thinking, where could I set up a message like that? Who do I want to attract? And I sent out a postcard to apartment renters and I had a business reply card on it. Because this was before the Internet. There was no way for people to go to a website to download anything. They had to fill in their name and their address and all of that on this card and put it in the mail and it would come right back to me. So I sent out 1500 of these cards and I got one night pulled into my office, I was just about to do the evening on the air calls and I remember pulling in a little bit early. It was about 6 o' clock. I pull in and I could, as you're pulling into the office, I could see in the window and Joanne, the night receptionist was there and she was smiling and waving at me. And she was waving something over her head. I couldn't see what it was, but I walked in and she presented these to me. And it was a stack of these reply cards with a rubber band around them. And there were 11 of these cards the first day that I got the responses. And I remember, I still get the feeling, I remember the feeling of looking at these cards and I started thumbing through them and I saw the names of the people and they had their phone number in there. And I went into my office and I started calling these people. And what I found was they knew who I was, they knew why I was calling. They were thinking about buying a home, they were friendly, they were cooperative. Not one of them hung up up on me. They wanted to talk about buying a home. And I still get that giddy feeling in my stomach because I knew at that moment that I would never make another cold call again. That I had discovered something that now could replace those soul crushing manual, you know, talk about half hard, annoying, lame and frustrating times of making those calls. And that that was the genesis of my lifelong love affair with marketing. And that's why Joe and I are both lovers of marketing. In fact, our podcast is called I love marketing. And it's this love that has completely changed my life. As I said 25 years ago, I'm in Georgetown making 100 cold calls a day. 25 years later, my life is completely different because of that lifelong love affair with marketing. I've been able to turn that into applying it to all kinds of other areas in my real estate business. I started packaging up the things that I was doing in my real Estate business. I put together a guide to Halton Hills real estate prices and used that as a system. In addition to the postcards of getting free first time buyers, I was now getting people moving into Georgetown. As you know, you guys all live right around here. People work in Toronto, they live in Georgetown. So there was an influx of people there and I was able to meet them. And I took that idea and generated a system that worked even when I wasn't working. While I was out doing something, my ads are running, my postcards are going out, people are sending in their replies. I'm following up with the people who are ready to buy and was able then to license that system to other real estate agents all around me. I created a guide called 40 Great Places to Live within an hour of the City. And I had 40 real estate agents from Hamilton to Pickering to Barry, all using this system. And from that, that transitioned into working with a gentleman from California, Joe Stumpf. We built a huge national coaching company sharing all of these ideas with real estate agents all over North America. And just the transition of one little seed that was planted in my mind of thinking about a different way. So if we can do anything today, if we can plant that seed of lighting that fire for you for marketing and we're going to share some of the easiest things that you can apply right now. But I mean, it's just life changing. What can happen if you fall in love with marketing?

Yep. No, that's perfect. So at this point, Dean, and what I'm going to say, for purposes of this episode and for the time that we have, we're not going to go through every detail of what we're going to do, but some of the outlines that we have here is we're going to set up the idea of automated marketing as the best way to freedom Elf versus half. We're going to tell our short versions of our stories. I'm not in performance mode right now. I'm kind of backstage talking about it. We're going to tell them about I love marketing and the eight profit activators. We're going to talk about a strategy that everyone can use. Today we're going to teach the magic nine word email.

Email.

We're going to demonstrate like the first demonstration was showing them a bio video. Then we're going to show them a magic nine word email. And we're going to talk about if you've been in business for more than 90 days, you may be sitting on a windfall just waiting to press send to collect it. We're Going to go deep with that strategy as much as we can. Because we can't, in the time that we have available, we can't talk about 20 strategies. We can only talk about a couple. But the main thing that we want to demonstrate is that marketing is what has made all of this possible. To get them to understand and think about what marketing is. And we're going to demonstrate it for them. We're also going to demonstrate text marketing. So we're going to have people, we're going to put up on the screen a big slide where they can. We're going to say, you want to see something really cool? Text your email, your name and email to this.

I found out, I investigated on that too.

Joe.

We're going to to have to send them, we're going to have to use the landing page for it. We'll show them the squeeze page. Because we can't have 5,000 people texting all at once. Really?

Darn. Well, that's not good.

I know, but that's okay. No, they can all go. We can show them that landing page. We can stealthily do that too. Show them the, the texting in the context of how they can use it too. Okay.

Yeah, look, now here's a good thing. So say for instance, these are the things we figure. I didn't know that piece of information.

Yeah. I started. No, and that was the thing because I've done that in normal things where we have like 500 people or whatever knowing that not everybody's going to text all at once. But if we've got five or seven thousand people and a couple of thousand of them do this all at once, you know, it's only equipped to send just from carrier agreements, one message per second kind of thing. So it would take, you know, 2,000 seconds to get to accommodate that. So there we gotcha. Okay. Yeah. Okay.

Yeah. So basically, so those are, you know, so we'll go through that. We'll, you know, we're going to show them a demonstration of a way that you can. What an automated marketing system is and the difference between making it about you and making it about them. So personal promotions versus direct response. And so at this point, Dean, what I can do, should I just tell my story for everyone here?

I want to hear the seven minute version of your story like that where you, what you were doing 25 years ago. Because we had talked about this, this 25 years ago, it's monsoon season in Arizona and what you were going through at that point.

So I had started in a carpet cleaning Business. And what I want everyone to realize, when I say carpet cleaning, you immediately may have this thing jump up in your head that says, well, I'm not in a carpet cleaning business, so what does this have to do with me? And let me tell you what it has to do with you. How many of you ever hired a professional carpet cleaner? How many of you ever tried to clean your carpets yourself? How many of you do everything humanly possible to never let the thought of having to professionally clean your carpets or clean your carpets yourself ever enter your mind? Unless a disaster happens like one of your pets pee on the carpet, or the boss is coming over for dinner, the kids are going back to school, or you spilled wine or spaghetti or something on your carpets. Meaning, I mean, no one gets excited about hiring a professional carpet cleaner. And here I was in this business that a friend from high school talked to me going into. And here I was in a business that I didn't know how to generate customers. I didn't even know what the heck I was doing. But I certainly had this chemical and equipment and had spent all my money trying to figure out how to make this business work. I was struggling so much that I thought about getting into another business until I learned from a very wealthy real estate investor during the jet ski trip where I was telling him about my carpet cleaning company. And he asked me the question when I was asking him, what other business can you recommend I go into where I can make really great money? Because here I am in this carpet cleaning business and I'm not doing well. He said, well, are there other people making money in your business? I said, well, yeah, there's a couple of companies in the Phoenix area doing over a million dollars a year. And to me, that's a lot of money. And he said, well, if there's other people in your business making money and you're not, there's nothing wrong with the business you're in. There's something wrong with you. And I said, well, no, you don't understand. I don't do bait and switch advertising using low price coupons to get into someone's home and then high pressure sell them. I'm certified, I'm trained, I've learned how to clean carpets effectively. And it's just a hard business because I've been around for a long time and a lot of these companies have high pressure selling and I don't want to do any of that. He said, look, young man, he goes, you're like most people, you think the grass is always greener on the other side. And I'll tell you, if you think that you're going to go into another business, you're going to spend another six months, another year, another two years learning the technical skills of another industry so you can go out and repeat the same bad business habits that have caused you to be a failure in this business. And of course, that wasn't the motivational speech I was looking for, but it was exactly what I needed to hear. Because at that point I made a commitment that here I am in this business. I'm trying to figure out how to make it work. I live in America, which to me is a great country. I say Canada is a great country and there's a lot of freedom here. I was making excuses because I didn't know what I was doing. So I had to learn what to do. When I was given my first marketing newsletter, there was a concept in this newsletter that I read written by a guy named Gary Halbert. It said, can and clone yourself. It made the analogy to where you, you can be the best salesperson in the world, but you're limited by the clock because you can only talk to so many people. But if the right sales letter, you can talk to hundreds, if not thousands of people all at the same time. Everyone, I want you to remember, there was no Internet back then, so we couldn't go to Google. We couldn't send someone an email. You couldn't drive someone to a website. It was literally direct mail. Paper and ink, knocking on doors, telemarketing, tv, radio, those were the delivery systems. So here I was putting out flyers if I got any business at all. Because that said name, rank, serial number, who I was, what I do, and how did I do it. So I literally paid a copywriter to create my first consumer awareness guide, my first sales letter. And instead of saying who I am, what I do in my list of services, it said, consumer's Guide to Carpet Cleaning. Read this guide and discover how to avoid four carpet cleaning rip offs. Six costly misconceptions. And now I'll show this up on the screen. I'll show the first page of the consumer guide and it'll say, six costly misconceptions about carpet cleaning. Crawling critters and a guide to the slime, grime and livestock that's seeping, creeping and galloping through your carpet. 8 mistakes to avoid when choosing a carpet cleaner. The difference between value and price. How to get your carpet cleaner to 100% guarantee their work. And then when you open up this guide, it says, dear homeowner Choosing a carpet cleaner isn't easy. Why? Because you're bombarded with confusing claims, simply bad information, near worthless methods, unqualified technicians. How do you ever find a qualified, competent carpet cleaner? You start by reading this guide. And with this information you can make an informed, intelligent decision. Because that's all people want to make, is an informed, intelligent decision. Once I created that consumer guide, if people called me up and said, how much do you charge? I would say, you know what, let me send you my consumer's guide to carpet cleaning. It will teach you everything that you need to know about choosing a carpet cleaner. And if you decide you want to do business with us, I have a free room of carpet cleaning up to 200 square feet. And what I do is also a carpet audit where we'll evaluate the condition of your carpet. We'll offer this to you absolutely free. We'll come out to your home and and clean a room for you. And you can literally see the quality of our work and you're under no cost or obligation of any kind in order to do business with us. But that offer I made over the phone when people would call in requesting a consumer guide, very similar to Dean, where he was offering people information about homes, I was offering a consumer guide. Now if someone wanted their carpets cleaned immediately, like the next day, how do I solve that? So what I ended up doing was creating a 24 hour free recorded message and then I started running ads that said warning, don't call any carpet cleaners until you listen to this free recorded message. Call anytime, 24 hours a day. Learn seven questions, ask a carpet cleaner before inviting them into your home. And how to avoid 4 Carpet Cleaning RIP offs. And then people would call up and they would hear a 10 minute recording teaching them everything they would need to know know about how to hire a carpet cleaner. Now a lot of you may be thinking, who on earth would listen to a 10 minute recorded message on how to hire a carpet cleaner? And I will tell you, tens of thousands, if not hundreds of thousands of people. Because to this day, 25 years later, we still have people listening to pre recorded messages in all kinds of different industries, all over the world, in all kinds of different languages, all day long. As a matter of fact, learning how to start with a consumer awareness guide and my own version of a sales letter canned and cloned me, sifted, sorted and screened price shoppers and allowed me to replicate myself automatically. That is an elf marketing system. The method of how I sold a service that nobody wants to buy because I had to figure out how to successfully sell something nobody wants to buy was I used education based marketing where I educated people on how to choose a carpet cleaner, how to make a buying decision. And by doing that, they trusted me. Because the number one question in all consumers minds, including all of you that are sitting in the audience, before you do business with anyone, before you go out on a date with any, before you ever put food from a restaurant in your mouth, you have to have some certain level of trust. So the number one question is, who can I trust? Your job in terms of building rapport and getting what you want in life is to establish trust and rapport. So not only do you have rapport with people, but they feel comfortable with you. And I used automated marketing in order to develop that. And I transformed my carpet cleaning company. And by doing so, I realized I could transform other people's carpet cleaning companies by teaching them that. And what I ended up doing in 1994 is I started selling the methodologies to other professional cleaning companies. And today my company is the largest trainer in the world of professional carpet and upholstery cleaning companies. And that is a. You know, it's so funny that beeping.

You hear in the end.

The other day it came through my computer here and my phone, which is on mute, but it was J. Abraham. And so I just literally declined J. Abraham in the middle of. Although I should have answered it because it kind of would have been funny if we would have put that on. The people might think I'm making. Yeah, yeah. But anyway, so that, that is, that's kind of how I'll tell my story. So what do you think?

That's great. And that's the kind of thing I think that there's the, you know, I think what was the one thing that.

I would have had a.

The question of that was what was the seed of you doing that consumer awareness guide? Where did you get that concept?

Okay, where I got that concept was I saw an ad for a guy that was selling carpets and it was a consumer's guide to carpet and call up and discover this. Now right at that time I was reading Gary Halbert's newsletter, Gary Halbert Letter. And basically, yeah, I mean, plus I read the EMIs. I mean me and you have the same exact way that we learn marketing. And the one thing that I could reference in the EMIS is where Michael Gerber talked about not automating, but you have the three types of personality in business. You have the entrepreneur, the technician and the manager. And you want to set up your business like it's a turnkey franchise, and you want to have operational procedures. And what occurred to me is, if there's anything that you want to automate and you want to systemize in your business, it would be the one area that is responsible for bringing in all the money, which is the sales and marketing division. So I had this whole concept, because the E. Myth doesn't teach you how to do marketing. What the E. Myth talked about is how to systemize your business. And I thought if I could have a system for selling so I didn't have to do manual marketing, even though I didn't know the methodology yet. The methodology was write sales copy, irresistible offers, you know, all of the things that I started doing. But that planted the seed. And what's even more interesting is, you know, back in 1991, when I first read the E. Myth, maybe 1990, I had planted that seed. And, you know, in 1997, Michael Gerber ended up hiring me for consulting at the E. Myth Academy, and at the time told me it was the best day of consulting they had ever spent in their history with someone in the area of marketing. Here I was, this young guy in my 20s with long hair and a ponytail, and, you know, and how quickly things can change if you implement and apply the strategy. So I could share that it would probably take me a little bit longer, like, you can see right now from the timeline. But if you think that's important, that's what I'll do.

I think it adds. I think it builds a bridge, because I think that that same thing, when you think about it now, that.

These.

People that again, from the beginning, we both started with Michael Gerber. Now we both know Michael Gerber. We've had Michael Gerber come out and speak at main events when we're doing the big real estate seminars. You talk about Jay Brand, you know, calling on while we're doing this episode, and we now, you know, we are friends with Jay Abraham and Tony Robbins, and all of this from, I think, again, planting that seed, that, wow, it's all just one little piece of information can just change everything, you know? Yeah.

You know. You know, it would be an interesting thing to just brainstorm out loud, because that's pretty much what we're doing and how we prepare stuff is that maybe both of us should say, hey, now, that one piece of information that we learned 25 years ago, we're now sharing with you so that you can use it and you can transform your life. Now, the difference is we have a podcast Called I Love Marketing, where we have literally put over 200 episodes absolutely free, where you can listen to us tell things that cost us millions of dollars to figure out how to do. And today we just share this with people because we get a real kick out of sharing it with. The vast majority of people that listen to our podcast don't give us money. They just learn what it is. They learn and they apply it. But what it does is it builds our reputation, it teaches people stuff. We create reciprocity with people. Many people that listen like what we have to say, they resonate with it, they utilize it. And they want to do business with us, they want to join our programs, they want to buy our courses, they want to attend our seminars. But we don't go into it saying, hey, hey, we're going to hold anything back from anyone. I mean, we just put it out there. It goes back to. It's still education based marketing because the I Love Marketing podcast is educating people on marketing. It's putting information out there. It's building trust and rapport. And if you go online and look at our reputations, you may find people that may not like that I name drop or that, I may say this or I may say that. But you can't deny the fact that there's no one that's going to say our strategies don't work, that has ever use them the way that we teach them or has anyone has ever bought anything from me and said that I ripped them off. Because we 100% guarantee everything we sell. If someone doesn't like it, they can have their money back. But I've never had a legitimate refund of my car stake, my carpet cleaning program, like, ever. Because it's been tested so many times, we know it works. So the only people that will send it back are people that just don't apply it. If they want to send it back, then great, they can send it back. That's why we offer 100% money back guarantee. Do we want them to send it back? No, we want people to apply it. But the reality is competence starts by guaranteeing your work. And all those things I think make sense when we say them. So, Dean, for purposes of this particular call, I'd like to kind of explain that's some of the filler of the inside of the presentation. It starts with us doing intros, telling our story and then the way that we wrap it up. Why don't you speak to that? Because we're going to play a video sales letter to make an offer. Because now that everyone is in that audience and we've only got a limited amount of time. And how do you share 25 years of experience? We are not of the belief that if we want to change these people's lives, we just say, okay, there you go. Good luck with your marketing, everyone. I mean, what we need to do is we need to open up the interest. But see, the thing that I am very cognizant of is sometimes when you go to these big stadium events, they are dog and pony shows, everyone's up there speaking, everyone up there is pitching. And some people that pitch, they tease the audience, they literally give them nothing that they could go out and use. But anyone that hears a consumer awareness guide, anyone that sees a magic nine word email, someone that hears about a free recorded message, someone hears the books that we read and drives them to I Love Marketing. If they never buy anything from us, I want that audience to have learned something really useful and really valuable. And both me and you are going to teach those things. Just kind of like what we spoke to them here in any of the concepts that we talked about. Like for instance, if someone just happened to listen to this episode as the very first out of over 200 episodes they ever heard from me and you. We've got entire episodes on I Love Marketing about how to do magic nine word emails, about how to do free recorded messages, about how to do consumer awareness guides, about all kinds of different conversion methodologies, about every aspect of the eight profit activators. All of those are gone in depth in I Love Marketing. And everyone in that audience will know that they can go to I love Marketing and listen to our stuff. But in spite of that, for someone that really wants to kick start where it is they are at, we are going to make an offer to them anyway.

Yeah. So I think that's the thing is when we transition from telling our stories into giving them value, we need to set the stage that we, we've both been doing this for 25 years now. We've got a lifetime of work, a lifetime of experience applying these and we've developed some hundreds of strategies and we're going to share just things that you can actually use today and talk about the nine word email, talk about consumer awareness guidelines and I think we should talk about referrals too. So if we can talk about those three things as the actionable things that they can actually take away.

Yeah, which is fine. Which is fine by me. What will happen is then when I introduce the video sales letter, what I'm going to say to everyone, because I have the highest close in Glaser Kennedy history using a video sales letter. And everyone can watch that video. If you actually want to see how I made the sales from the platform by just typing into the search engine in I love marketing Gary Halbert or Dan Kennedy. And you can watch my presentation at Dan Kennedy's event. And I actually show a video sales letter that's a seven and a half minute long video at the end. But the way I set it up is I say, okay, I've talked about automated marketing. Now I'm going to show you. I'm going to make you an offer. You're all going to get pitched, but I'm going to pitch you robotically and I'm going to show you a demonstration. So I opened up the presentation with a bio video. I'm going to end the presentation with me making an offer to all of you. But this is an automated offer and this is another ELF marketing system. So I using the same methods that we're teaching them in order to make an offer. So the beauty of this sort of presentation and the way that we're attempting to package it is we're teaching people marketing methods, but we're demonstrating these marketing methods live in the middle of the event. We're showing a bio video, we're showing examples of an email, we're showing an automated video sales letter. We're explaining consumer awareness guides and stuff like that. So what's happening is we're delivering a presentation, but we're also demonstrating the exact marketing methods that we're suggesting they go out and use in their own lives. We're showing them live up on stage as we're giving the presentation.

Yeah, I think that's exactly where you should set that up and then roll it. Yeah.

And that's it.

So that's pretty much.

That's a piece of it. Of our preparation for our presentation. And if any of you are, we'll probably meet some I love marketing people at this particular event.

I know.

Yeah, we sent out an email to people that are on our list about this. So we gave them like literally where they could sign up for $100. I mean, it was like the cheapest thing ever. And if you're not currently getting our emails and you would like to be on our list and find out about stuff like this. Although we don't do a lot of pitching to our I love marketing people. I mean, we'll talk about things we offer, but certainly, as you know, when we put you on the email list, we Notify you of episodes that are up and things like that. And it's just tons of value. Just go to ilovemarketing.com and download the breakthrough DNA report, even that report currently, maybe we should put a pitch in there someday. But currently you just download the report. It doesn't even sell you anything. It just literally provides you a really valuable report on the eight profit activators. And so that's how me and Dean have been talking this through and thinking it through. And as you can see, it's not a perfect system and we have to discuss things, but we wanted to let everyone come backstage with us and talk about it because our hope is that if you feel like you don't, I hear this all the time, you know, I can't go to this event or I can't do this because I'm not ready. And the question becomes, well, you know, do you think the people that are the real pros, the real leaders of this, like step onto stage and they have everything perfectly organized, that they got a team of production people like Oprah that are doing all of their stuff for them or writing their scripts for them?

No.

They're just like me and Dean. We're sitting here bumbling our way through it and figuring things out and adjusting this and adjusting that, and we're coming together and talking about it. And by the time we set foot on stage. So six days from today, actually, is it six days from today. We will get up there and we will deliver a really awesome presentation. Will it be perfect? No. Will it be pretty awesome and badass and really useful to the audience? Absolutely. Do we hope that we're going to recruit and enroll a bunch of people into our thinking and into our methodologies? Of course. I mean, that's our intention. That's our objective. And the way that we're going to do that is we're just going to get up there, we're going to tell our stories, we're going to deliver as much value as we can. Will we both be nervous? Yeah. Getting in front of a room of 5 to 7,000 people can be nerve wracking. But what I learned early on is that what you fear and don't face controls you, but that which you fear and face, or take steps to face, you can control it or at least certainly get much better with it. And there's a side of me I don't like. I mean, I'm not like Brendon Burchard or Tony Robbins who live to be in front of audiences. I mean, I Still get, like, butterflies in my stomach no matter how many times I've done this. I'm an introverted guy on many levels that train myself to go out there and do that. But I just put myself out there and I take risks and I'm willing to play games that are scary to me. Every time I do it, it just makes me a little bit better and a little bit better and do something every day that scares you. And you got to take that in the right context. That doesn't mean jumping in front of traffic. I mean, it means do things that challenge you intelligently and help you grow. And if that means you're a single person and you want a date, you may have to approach someone and say, hey, I'd like to have lunch with you. I'd like your email. I'd like your phone number. Every little step that you take towards things that kind of frighten you, I think give you the opportunity to just get stronger and get better. And that applies to everything, including preparing a speech that we have to deliver, you know, next week. So anything else, Anything else you want to add to that?

I think that's a really good flow. I think it's going to be. And you know what our intention is? Just like you said, we're. We're intending to spread the good news kind of thing. Yep, exactly.

Exactly. So what we'll do now is we're going to end this episode and then meet, and then Dean's going to call me right back and we're going to continue talking about this because we got more prep to do. But we wanted to record this episode so that we can share with all of our I love marketing listeners kind of how we think about this stuff. Let us know what you thought of this episode. I mean, I have no idea how this will come across. Some people may be like, what the hell? Or other people be like, wow, that was really great to hear that. So please give us your feedback. Love to hear it. And if you come and see our presentation, then that will be awesome. Not sure if you'll even hear this episode by the time we're done with it, but we'll report back on how it went and go from there. So thanks for listening. I love marketing, everyone, and please post your comments and keep sharing through social media and all the other wonderful ways that the world finds out about this stuff, what we're doing, and we would appreciate it. So have a great day. It.