I Love Marketing in Cloudlandia, Part 3: The First-Ever ILM Zoom Meetup featuring a Q&A with Joe Polish and Dean Jackson - I Love Marketing Episode #371

Do you believe that people can sell for a high ticket price even if nobody knows about you? Certainly because nobody knew about anyone until they actually did something valuable enough to people actually knew who they were.

I'm Dean Jackson, he's Joe Polish and this is the I Love Marketing Podcast.

Your questions answered Listen to Dean and Joe as they continue to answer the audience's questions at the first ever I Love Marketing Zoom meetup in today's episode of the I Love Marketing Podcast. This episode is part three of a three part series, so be sure to listen to parts one and two first to get the most out of this special Q and A session. If you'd like to join world renowned entrepreneurs at the next Genius Network annual event, then apply today for invitation to attend. If you'd like to learn more about the Genius Network annual event or to apply, go to geniusnetwork.com my dear friend.

Nathaniel Brandon, who passed away a few years ago, he had a thing called sentence stems. He was like literally the father of self esteem. He wrote incredible books on self esteem and he had a sentence stem. If I was 5% better in this area, what would happen? And if you put 5% more emphasis on your marketing and your messaging, not like 20% or 50% or doubled your effort, literally just 5%. If you did that in the next week and then the week after, like what would happen? I mean it would totally transform most people's businesses. If you think of what are some of the things that would happen, I mean it would be incredible. So in a lot of ways I hope I love marketing just as a reminder service for some people to just put some emphasis on these really important areas. This is from Ginta in Richmond, British Columbia. Industry education Job title Art therapist Question I want to change my audience now to English. What would be the best place at this moment to market? Another question. Do you believe that people can sell for a higher ticket price even if nobody knows about you? Well, I guess like to hear your thoughts on this Dean, but I'll just say the first part. Do you believe that people can sell for a high ticket price even if nobody knows about you? Certainly because nobody knew about anyone until they actually did something valuable enough that people actually knew who they were. Meaning we did a great episode with Dan Kennedy, who I've known forever because Dan Kennedy used to write many of my ads and sales letters the first nine years of my business when I first started my marketing company way back in 1995 and I've known Dan Kennedy since 1992 and I used to eat lunch with him every week and all this sort of stuff. And so we did an episode with Dan on I Love Marketing. If you just type in I love marketing in the search, Dan Kennedy, and he's talking about what ing versus who Ing. Because you first get paid for what you do, and then if you're really good at that, you then start getting paid for who you are. Like, I've spent more time and probably interviewed Richard Branson more than anyone, and Richard doesn't really say anything all that profound, but people are like, he's Richard Branson. And not that Richard's not a very smart business guy. Certainly he's built giant companies, he's built a global brand, and he's made himself a personality. Richard gets paid for being Richard Branson because he did stuff for a long enough time. So he gets paid for who he is. If you look at Gary Vaynerchuk story, you can watch the episode with Gary Vaynerchuk. We've had Gary Vaynerchuk on I Love Marketing a couple of times. Gary worked his ass off in the very beginning doing all those. No one knew who the hell he was, but he did enough wedding. And then he's. Now he gets paid because he's Gary Vaynerchuk. Right. Tim Ferriss. I mean, we had Tim Ferriss on at the very beginning, on several episodes on I Love Marketing.

You're the one to talk to me. Doing a podcast.

Exactly. We're still trying to find the episode before we start. Say, Tim, you should really start a podcast. I don't know if I want to do that shit. It's like, no, it's a good idea. Now, of course, he has probably one of the top podcasts in the world. So the thing is, you certainly can get paid. Don't let the people don't know who I am. Be the thing that prevents you from putting together a really powerful, compelling offer, packaging your services, solving a problem, a want, a need, finding someone's bad news that you can transform into good news. I mean, that's all available that everyone has nothing to do with. With. You have to be well known. Does it help? Of course. You know, yeah. If you're a Kardashian, you're going to get people to throw you money to promote whatever, however, you know, no one starts that way. I mean, you don't fly in the flying, you know, so that's my thoughts to that. And then the second part would. What would be your recommendation? Where would be the best place at the moment to market? Well, it depends on where your audience is. It depends on who your target market is, which is why. Read Breakthrough DNA.

That's where the fish are.

Yeah, where the fish are.

Right.

So read Breakthrough DNA. The first profit activator is select a single target market. So, yeah, if you guys want to answer that question too, I'd love to hear your thoughts.

I always say go where they're hanging out. And each, like, if we're talking social media, each different platform is catering towards, you know, men or women of a certain age group. So depending on what your offer is and what your ideal client avatar with, the ideal person you're looking to sell to is, find out where they're hanging out, and then that's where you want to advertise.

I always say, like, first question I always ask is, why are you moving to a different avatar? Because bad habits will follow you forward. And what one person, you know, they think the person's not buying or it's the wrong whatever, but they've been doing it for so long, it's probably their positioning and everything else. So I would evaluate before you move, why are you really moving?

Well, and I would actually say go back to your survey question too. You know, you could ask your top A clients why you know all these questions and figure out how they fit into your mold and why they chose you and find more of them.

And, you know, I mean, I did a lot and still have done finding people that already have a relationship and a, you know, list of people that I want to do business with and have them endorse it. I mean, when I was, you know, first in my carpet cleaning business, I went to a dry cleaner of clothing, and I asked this dry cleaner to recommend my services to all of his clients because he had already spent the time, the money, the effort, the energy to develop a relationship with people to, you know, drop off their dry cleaning. And I wanted him recommending me. I did it with real estate agents, interior designers, carpet retailers, realist, you know, real estate painters, printers, plumbers, I mean, you name it. So where's the best place to market? I mean, who has people that will resonate with what it is you're selling, that will respond to your offer? I mean, there's all of that. So question for Kevin in Winnipeg. Lead magnets, lead markets, Please talk about lead magnets for consultants and coaches. My free coaching and consultation is just not working. I would say do a new DOS on your clients to see what the dos issues are. Listen to the latest episode that me and Dean Jackson did with Lisa Sasevich a couple days ago called on Meant for More, which is her new book about offers and challenges and contests. My buddy Pedro, who's the challenge guy, we're going to be testing some challenges and I'll report back. I'm going to be, in about two weeks, I'm going to be testing an offer for small Business owners on 1000 radio stations throughout the country.

And.

And if it works, it's going to go to 12,000 radio stations. And if it doesn't, then no one will ever know who the hell I am. And so we're going to be testing that and I will be letting people know what different offers and things are working. But anyone want to speak to that, he's in the coaching and consulting business and lead magnets. What would you say?

These are such great questions, but some of them are narrow because maybe they're not here. But you know, first, who, who's this client? Who's he speaking to and where is he speaking to him now? You know, and whatever offer worked before might be slightly different now. If somebody is offering free and they don't really know you, they might be saying to themselves, like, is this guy free because he's not good, there's no value there. So I would look at that and then I would also ask, like, what's your authority positioning again? Like, how are you positioning yourself to the perfect person that needs your service and sees value? And then what results are you sharing that you got for clients? I mean, people are buying their future result from watching someone else's result. So if they see someone else successful, they're like, you know what? This guy got these three people success. I'm that guy. And that should help you change the game really quick.

Yeah, absolutely. You know, Mike, you're good friends with our friend Jay Abraham. And one of the first episodes that me and Dean did once this pandemic started was with Jay Abraham. Abraham, and then we did one with Roland Frazier. Those are all on geniusnetworkinsights.com youm can also listen those episodes on I Love Marketing. And we talked about, you know, how to think about your business, how to different ways to think about communicating and making offers right now. And one of the things that Jay has a slight twist on is I've bought you a consultation. You know, instead of like, I'm going to give you a free consultation now. I'm, you know, Jay likes the shifting of the semantics of it. I mean, I made more money giving away free carpet, a room of free carpet cleaning than I ever did price discounting my services. But I also packaged it with what I called a carpet audit. And I would literally give a free room of carpet cleaning, go in and do a presentation. I use consumer awareness guides, 24 hour free recorded messages, videos that literally when I first started doing it, I would put a VHS tape and a VHS player in the home and play a 10 minute video on my carpet cleaning services that the consumer could watch. Usually a woman, nine out of ten were female. Once in a while it was a guy and I would be measuring and doing a carpet audit. But it's how it was set up, it was how the presentation set up. So there's a lot of little nuances. And if you look at all of those things in the during unit, in the before unit, in the after unit, all these little tweaks that you can change. And that's why it makes sense to continually invest your time in learning the psychology or marketplace. When people hire a copywriter, amateurs actually think they're paying somebody to write a letter or an ad. That's part of what you're going to get, that's going to be the deliverable. But what they're really doing is they're learning and they're researching and they're being a detective about your business and about your market and about your prospects and your clients and their behaviors. You're getting to understand who it is they are. So all of the interviews that we've ever put up on, I love marketing, that have to do with copywriting will continually help you and they're not timely. They're timeless. They will apply right now, they will apply 100 years from now. Because even Steve Jobs said in the 1997 Worldwide Developers Conference he had a quote along the lines of, we focus first on the communication and then on the technology. It's not about technology is important, but psychology is infinitely more important. And there's a lot of people that try to make up for a lack of understanding your market and understanding marketing by a new app or a video or a technology. And God knows how many people we've seen that have spent so much money on software and CRMs and apps and thinking that's going to solve their marketing issues.

Based on what you talked about with Jay, we're doing something with that now. And before I share what it is, I want everybody to know, like it's got to be truthful because there's so many, like Joe said whatever an hour and a half ago about so many people that are, I think they're selling but they're not truthful. So what we're doing is, because we can, is I sold a $32 million businesses. We're not doing a ticket reduction to our online training in June. I'm buying you the balance of the normal ticket because I'm giving the same value. If not, I'm giving more. So if you could look at. Instead of saying 50% off or 30% off, that and it's got to be true because you're in a position that you could give back, then buy that for people, and then it's a win win. You're serving them. They still get to come. They feel warm and fuzzy and. Yeah. And I think it works good. Because it's like, Joe. Why is everybody here with Joe and Dean? Because you could feel good people when they're in front of you. Good offers from good people. You don't have to sell anything. People just line up to purchase it because it makes sense.

Yeah, totally. But thank you. Thank you.

You always taught me, you know, you want to change the world, but have you changed one person's life? And that kind of goes back to the lead magnet. If you're broadcasting out to thousands, is it something that if you had one client sitting in front of you in person, you wouldn't say, oh, do you want this sheet about the three scariest things or three biggest mistakes? No. Figure out a way to give some true value. And then in your marketing, if you need to scale that, then obviously you need a way to do that. But think of the message in terms of one person that you're trying to genuinely help. And that's your lead magnet.

Absolutely. Yeah. There's a lot of cop out with I want to save the world and change the world. But you haven't changed one person yet or five people or 10 people. So, yeah, you got. You'll get a lot further ahead. So Alston Balcombe, Bridgeport is in the insurance business. Should a free recorded message be the educational piece and capture contact information? Yes. Tease the mailed or emailed lead magnet and capture contact information? Yes. You could use it for that either. Yep. Something else. If C. Do we know when to use A versus B? Well, what I would recommend on this is just listen to the episode we've done on using free recorded messages. We totally describe it. Free recorded messages still work in the same way. You know, do some certain marketing methods grow tired? Like when you know you're gonna see a lot of people doing challenges. This is the new thing. Everyone's gonna be doing challenges. They're still gonna work. And after a while, people are going to be in so many damn challenges that they're going to look for something else. And we'll just call them contests and we'll use other. I mean, there's all kinds of different ways to frame it. Free recorded messages still work. Webinars still work. Yellow pages still work. There are people that will. If you know how to write a yellow page ad, like a free recorded message in the yellow pages still work. I still have service businesses all over the world that still uses free recorded messages in yellow pages, believe it or not. And it's great because, you know, there's more noise in electronically, but less noise in people's mailboxes. I still love direct mail. So listen to the episode on free recorded messages. There's three things you need in order to sell something. You need a product or service, you need a sales pitch, and you need a delivery system. So however you're going to deliver it, people focus on. Here's what I got. How do we tell people about it? Instagram, social media, you know, Snapchat, whatever. You're on TikTok yet, Dean? You selling a bunch of shit on TikTok.

I observe on TikTok. I'm not dancing on TikTok yet.

Yeah, I've done two videos on TikTok. That's it. I mean, I'm just pathetic. But nonetheless, you can see it. You can look me up on TikTok. It's my name. I need more followers on TikTok just for the influencer side of me that has low self esteem, that evaluates my self worth based on how many people follow me. That would really help me if TikTok. But anyway, so yeah, watch that episode on, not watch it. Listen to our episode on free recorded messages. Because it's not just about free recorded messages. I hope that helps. Samantha Grant wrote a question. What are the three actions and habits you take daily that epitomize your love for marketing? I have ideas on that, but how would you answer that? I mean, I'd almost like other people on the line to answer that. You know what, what are the three actions or habits? I don't know if I have three of them, but you take daily that epitomize your love for marketing. Why do people on here love marketing?

Well, I mean, for me, I go into the OCD loop of checking the stuff. Always got different campaigns on the go for myself or for clients. And I'm constantly looking and seeing the results and watching what's happened. I still get giddy when we run a new ad and it gets great response. It's like to me that's just like fun, like checking the lottery numbers or something, you know. So I'm constantly tuned into that I love and constantly am coming up with new ad things to test or new emails to test. It's just, I just love marketing.

It's ever.

There's not a day that goes by that I'm not involved in conversations about marketing. It's, it's, it's everything I do.

I think, I think marketing is like Joe, it's like people watching, right? It's an emotional game to see what makes people excited. And so it's like a human science experiment. I think that's like you, once you become hooked on it and you understand the love of watching behaviors and the interconnectedness, then it's no longer a chore or an effort. It's almost like martial arts. It's a lifestyle.

And by the way, everything is marketing. Everything that you say is either designed to attract someone or repel someone. Dating is marketing my movement with wanting to change the global conversation about how people view and treat addicts with compassion instead of judgment and find the best forms of treatment that have efficacy. It's marketing. You know, I mean, everything is marketing. And so I love it because I don't know anything in the world that actually moves forward or out expand anything without marketing. And so plus I make a living doing it. And I was never able to make a living until I actually developed the skill of marketing. And the more that I learn about it, the less I realize how much I don't know. And so it's such an expansive industry, or not even. I shouldn't even call. It's not an industry. It's just this thing and it's a big thing. One thing I have to say, elf, I focus on people, projects and marketing methods that are easy, lucrative and fun versus ones that are hard, annoying, lame and frustrating. Elf is such a big part of my life. Is this person elf? And by the way, my life lately has not been elf. It's been. And I don't think anyone's life has been very elf. There may be elements of it that are elf. When I use it though, as a compass in a north star and say, yeah, is this person elf? Is this thing elf would I be? You know, it really helps me. So anyway, and then, Anna David, you teach people how to write, you're a great writer and I'm calling on you right now. So unmute yourself and Tell people if they want to learn how to be a better writer, how can they get your help?

Well, I think the first thing is to know who your audience is. Know exactly who you are writing to. My last, the book I just finished, I had one person in mind the entire time I was writing. I published six books without knowing who I was writing to. I think that's the most important thing, which is a form of marketing. Also know that it's going. You know what Brene Brown calls. It's like your shitty first draft. No, it's not going to be good. And that writing is rewriting. Show, don't tell. Bring the reader there. Don't make them feel like you're telling them a story. Make them feel like they're there with you.

That's actually great. I like that line. I remember when I was doing I'm Pretty Open talking about addiction stuff, I was doing this thing called Survivor's Week at a big rehab center in Arizona. Guys can look it up. There's many of them. It was several years ago and there was a storage unit like business. And they had those signs that you had to put the letters in manually. You know, it wasn't digital. What do you call those little things you just stick in the grooves? And it basically, I took a picture of it and it said, you don't build a great reputation by talking about what you're going to do. You build a great reputation by actually doing it. And so one of the ways that Gary Halbert would teach people how to. People would say to Gary, I want to write, you know, great copy. I want to be a world class copywriter. He's like, do you really, do you really want to write your world class copy? And they're like, yeah, okay, then I'm going to teach you how to write world class copy. Well, how you're going to write world class copy well, how? He would give them one of his sales letters and he would say, handwrite it 10 times, 20 times. And he would literally teach people how to write sales copy by handwriting a winning sales letter and by having them do it over and over and over again with their thumbs. Not typing it, handwriting it. It would ingrain the skill of writing sales copy and they would become better. And truly, it is a grueling thing. Gary used to make me do it with some ads. I hated it, but every time I did it, I would just get better at it. And even as I say it, I'm going to actually start, I'm going to do that. I'm Going to do a little bit of that this week. I've not done it in a while and I know it works. So anyway, I just wanted to say that. All right, so Sean says what have been your top performing lead Maggots to build email list? You want to say anything to that.

Dean number one thing that gets the most because look at this. I think it's the number one pre suasion thing that you can do because you not only are generating leads at a very low cost because they perceive something that's a book as very valuable, you're also getting strategically the right people opting in because the people are going to opt in are the ones who are attracted to the title of your book. So it's my go to go to go to thing.

Well, here's what I nearly dropped this. I nearly knocked myself in the head with this book. So Anna David took my three a week emails, she organized them and she put together Life Gives to the Giver, Musings on Wellness Success, Marketing and being an entrepreneur. And by me, I had enough people that were just bitching about how they couldn't buy any of my books and I would send them to some people or I'd give them to genius network members because I literally have not published books. I've never put my books on Amazon and stuff except the Miracle Morning for Addiction Recovery. And the Average Joe's Marketing book is not out yet because I've been working on a big distribution strategy for that. So you can get Life Gives to the Giver for free at joe'sfreebook.com you can download a copy. It doesn't have an upsell that tries to sell you into a subscription service. If you want the physical version you can pay for shipping and handling. And again, I'm not upselling anybody into something. Not that that's wrong or I'm opposed to it. It's just literally it's free book right now because I thought I'd release it. I think it's helpful to a lot of people and people love this book and Dean has we've done an episode Dean has 90 minute book and we've done episodes on putting together books. And so yeah, that is a good suggestion to as a lead maggot and as our friend Jason Flatland says, anyone that has something to sell, if you put information in front of it, it's a more valuable thing to do. So yeah. How important do you think AI market data analytics and predictive modeling is at the moment in strategy development? So. Well, you want to take that one, Dean, because I certainly can speak to that.

Well, I think we're definitely going to be seeing the ability to process things really quickly. I mean AI and machine learning are going to make finding things within a library. Like if you look at the library that we have with the I Love Marketing podcast with everything we've said, all the audios, transcripts of every word that we've spoken, AI machine learning combination could gather all of it together and have an index of everything that we've ever said about marketing so far. And somebody could be searchable. You could ask a question and have it go there. I was just on 60 minutes a couple of weeks ago. There was a story about people are doing this with the survivors of the Holocaust for the Holocaust Museum. They were doing long, really extensive interviews with people telling their stories and you could actually tagging it in a way that if you were going to ask a question, this is the segment that would come up so you could feel like you're interacting with this 3D hologram of these. You can have that same thing with Joe and I with everything that we've said on I Love marketing.

It's coming well. And plus, I mean I've had some interesting interviews with, you know, I ran a half day event at Singularity University last year with Ray Kurzweil. You know, he's the director of engineering at Google and his AI team created talk to books which you can look up online. They created, you know, 10% of all emails that are sent in the world are sent by an AI that his team created. And I think of Genius Network is ultimately one day having genius network AI where I load up every 10 minute talk everything that we've done at Genius Network and when the technology exists in a way to where it's really accessible and user friendly, we'll be able to tap into so much amazing knowledge. And when the day comes when, when a AI system can develop better marketing and advertising, which it already exists for many, many ways, we're just doing what we know works right now. I don't know what I would say that would like Howard Getz in one of my hundred K members is like a really brilliant AI guy and has the hardest time with marketing because he's such a technology dude. But you know, with even Peter Diamandis, who is one of the smartest people in the world at sharing all of the future technologies. You know, his latest book is the Future is Faster Than youn Think. He's still, you know, when he needs to sell books and Everything. He still hits us up for help with all that using just a lot of just old school psychology. So I think all of these things are going to accelerate stuff. And so much of modern marketing right now is literally algorithms and you're being fed exactly what you're, you know, you're in the matrix and what it's, you know, feeding back to you. So. All right, I'm going to go to this next question from Cody. Question A terrible accident happened on 42120. Dean Jackson and Joe Polish have amnesia and they've forgotten all their marketing knowledge. The marketing world is in turmoil over the loss of these two great marketing experts. Hey, this is just a fun scenario but I was wondering what you guys would do if there was if this was really true. If you lost all your marketing knowledge instantly, how would you get it all back in today's age? How would you reduce it? And what major players in the marketing world would you now look to in order to help you regain your knowledge? P.S. it's been kind of fun listening to I love marketing. I feel like I'm following, I'm kind of following in your guys footsteps. Joe I found out about Elite Cleaners on your Rich Cleaner podcast and joined Dean and I discovered you on I love Marketing and then started using Go Go agent program to help with squeeze pages. I've picked up the books you both suggested including listening to a lot of Dan Kennedy stuff. So I was just curious how you would do it today. So what would you do differently?

Dean? So you know, I look at everything. It's so funny that everything, who I am right now is traceable back to all these little building on each other experiences. It's like somebody asked me that like right, what would be the, what books could I use to catch up? You know And I said to. I started going down the thing and realizing as I'm making this top 10 list of the books like the like Scientific Advertising and My Life in Advertising and Breakthrough Advertising and Ogilvy on Advertising and How to Argue and Win every time I'm laying out these books for him and I started thinking that, well the thing that was really the big lesson that I got from this one was only because I knew about the lesson in this book and I had an actual experience of it and I finally, I looked at him, I said dude, you can't catch up. There's no, it's like the only way to become a 25 year old oak tree is to be a 25 year old oak tree. But you can get on the path to being your own oak tree. You know, it's pretty. And I think it starts with the mystery of what are the classic books to read has been solved. They're not hiding. They're out there in plain sight. We've got 350 episodes of I Love Marketing for people to follow. I would hope that I would stumble on that to point me in the direction if I've had amnesia here. Listen to you explain it.

Yeah. You know, one of the things when we first started I Love Marketing, we're like, if this existed 100 years from now, would it still be useful?

That was the conversation. I remember that because we used to say, how cool would it be if Claude Hopkins and Albert Lasker got together every week and talked about all the cool stuff that was working? We would be eating that up.

Well, you know what I started listening to? The Piranha Marketing program I did with Tim Poulson in 2004, 16 years ago, is the number one selling marketing program in Nightingale, Conant. And Nightingale was back then the largest seller in the world of audio learning programs. And they were a huge company. And our marketing program outsold everybody. Dan Kennedy, Seth Godin, everyone. We sold millions of dollars worth of Piranha Marketing. Well, actually, show you. I got a. I got a version of it back here.

I've got it right here, the small one.

Do you. Oh, okay. That's the CD version. Right. So which is. So it's Piranha Marketing, the seven success multiplying factors to dominate any market that you enter.

And.

And back then, yeah. So we had CDs, and they wanted to not produce the workbook. They wanted to put it. Make people start printing it out. Now, of course, you can get this on audible. And we used to sell this program for 300 bucks, which was more than what they would sell their other programs for. And I told Vid Conant, I said, I'll do a marketing program with you, but if you ever quit marketing it, then I get the rights to it back. I want 50% of the profits of everything that's sold, and you can't sell it for less than 300 bucks. They still got me for $3, though, because they sold it for $297. I said, all your other programs are. And my program is going to be better than all the other marketing programs. And I started listening to this program again, which is weird. Listening to yourself that. And it's freaking so applicable to today. I mean, the same stuff. And so if you want to really great program and you're you subscribe to Audible. Just listen to Piranha Marketing. I think you'd find it really valuable.

All right, so the basics don't change. The just the platforms do.

Yeah. All right, so Paul Steer from Sydney, Australia, consulting business. Hi guys. Love you guys. We are a consulting and coaching business firm in Sydney, Australia. My question is what would you consider in marketing for the new normal? We work across numerous industries and have seen many businesses grow and shrink from COVID 19 events. We are working with clients for business continuity and exploring opportunities both now and in the new normal. As things return back to the new normal with the COVID 19 event going on and having adverse effects on business, we are working with clients to manage business continuity and seek out opportunities both now and for the new normal. What things would you consider for marketing in the new normal? Stay safe, stay happy. Cheers from Oz. Kind regards, Paul. You want to speak to that Dean?

Well, I think the only the new normal is you look at what's evolving right now, right? Like things like virtual gathering is a new thing that is now kind of a new norm. It's normal for people to get together till all hours of the night virtually in a zoom room where we can all talk about marketing. That wasn't normal a while ago. Now it's kind of, I think people are. You've got these great, you got these great opportunities.

You know, I think Joe, like this whole new normal thing, the fact that the new normal that has not changed is winning is still winning. So like Y2K, it was like, oh, this is, this is a worry. And then 9 11's the new normal. And then the recession of 2008, like, I think certain buzzwords are super dangerous and cause paralysis for people. Okay. Business has always changed. You change every day. No one is standing still. Your children changed, your relationships changed. So I would just be careful with these buzzwords and just ask yourself if the question is, what should I consider modifying, adapting, optimizing, leveraging? I think that's a more detailed question to dig in for this. Otherwise people are almost using it as like a, like I need to get out of jail ticket or something. You don't. You need a business strategy. Who are you talking to? What result do you get them? Are you really good at it? And then go have conversations where these people are. So it's like such a. It's such a. It's almost like the root of all weakness has just been shown through the pandemic. And some people are real. Look, death is bad. Some businesses have a really Hard time. And I get that. But the reality is, if you're a strategic business owner, you step back a minute and say, okay, let's look at it from the sky. How do we have to reverse engineer? Jay Abraham's always big on this. Looking out the future and backing into it. Let's just back into it a new way.

Yeah, really good advice. And by the way, I do really love Keith Cunningham's thinking time process. His book the Road Less Stupid. Highly recommend this book. And I've put up several documents and videos that Keith Cunningham has been sending me on geniusnetworkinsights.com every business owner right now would really benefit from reading it. It's brilliant. And, you know, Keith knows his stuff. What's happening?

So you corrected one of the new buzzwords a little last week or something where the buzzword was social distancing, and you corrected it that it's physical distancing. We should be even more social now, which Dean just popped up on my screen. This is like the third time I've seen you this week.

Way more social.

Yeah, I just wanted to point that out, that social distancing, now it's physical distancing.

Yeah, yeah. And look, there's all kinds of ways. I mean, it's just continually connecting with people in the ways that you're able to reach them and connect with them. Saying what it is they want and what Mike just went through is a really great exercise. So thank you. This is from Brenda. What's the best way to market an entrepreneur? To hire a coach that will help them get over barriers they keep bumping into and get out of their own way to have greater success? Well, the question becomes, can you create a result for someone and have them create a result in advance to where they would want to pay you? Is there anything. Charlie, Dave, Dean, anything you guys want to say to that one?

Yeah, I think that's it. You know, really get good at taking people across the finish line, getting the result for them, documenting it so it's irrefutable. And then really asking yourself that question, what would you do if you only got paid if they get the result? Because that helps you forge the clearest path to it. You know, I think there's.

There's always something there, Joe, that stuck for somebody. Like people. People want to say mindset, right? But it's really. Mindset is part of the problem. You don't want anything set in stone. It's mind growth. If you could just ask yourself, like, okay, where is the person stuck in their growth because people want a new skillset with the same level of thinking. It doesn't work that way. So just, just say where is this person stuck in their growth? And if you could solve that, you'll get rid of any of the beliefs that are anchoring them to the earth, you know?

Yeah, totally. Last question. Susan Steinhardt, Brooklyn Question. I believe personally in my product, yet worry that others don't see the value. How do I not let the nos and not yets undermine my vote motivation? Are there tools, tricks of the mind you can suggest? Thanks in advance.

So the only person that it matters that sees the value of your product or service is the person that you're hoping to provide that service for. That's really all that matters. Doesn't matter what other people think. Like Dan Sullivan has a great thing. Don't test your idea on non check writers, you know, test your ideas on check writers, people who are going to be able to buy whatever it is that you're offering because either way you could get false readings. If you're saying to people who are not going write a check for you to do what it is, they could be gassing you up saying, yeah, this is the greatest thing ever. You should charge even more for it. Right? Everybody rallies you up to, you know, you're worth it. You should know your value. It's far more valuable than that. And it's easy for people to say that, but they're not writing the check. The only person that matters is how do you convey the value in a way that the people who are going to write the check match that value to whatever you're offering. That's the most important thing.

Well, what's funny is once there's no checks left anymore and it's all bitcoin, we're going to have to come up with a different analogy. Only test your ideas on cryptocurrency traders.

Yeah.

So is there anyone out there that has any questions or comments or burning desire for something that you must bring up or have answered that could help you right now? Before we wrap up this first ever, I love Marketing Virtual meetup group and most of them probably will not be this long, but I wanted to just keep this loosey goosey and see what happens. And I really want to thank Charlie and Dave for however many years now you guys have been doing the I love Marketing meetup group. But does anyone have any questions or comments or anything you'd like to share?

I just want to thank you, thank all of you for this really fantastic two plus hours I've just been amazing. What an opportunity, a little old woman in Brooklyn being able to enjoy you. I've been watching you for years, Joe, and I'm just. I can't believe I'm on this thing.

No, thank you.

This is like one of the best parts of the COVID 19. If there could be anything good, really good, even this evening. And the fact that you answered my. That you actually used my question, I couldn't believe it. You know, I could have gone off to bed. I'm the Susan Steinhardt, by the way.

Yeah.

Yeah. So anyway, I just thank you guys so, so much. And what an opportunity to be engaged with such wonderful, interesting people. And really, you've helped me tremendously tonight. So thank you very, very much. I look forward to the next one, too.

Awesome. Yeah, thank you, Susan. I really appreciate it. I'm glad you hung with us and, yeah, best with everything. Because I know especially in New York right now, it's a little crazy over there. I have a lot of friends there and stuff. So thank you.

Yeah, thanks.

Good looking.

Good health, everybody.

Yeah, you too. Thank you. Just wherever you're at, stay safe, stay positive, make sure you drink a lot of water, get good sleep, move your body, and take good care of yourself because you're all the million dollar racehorse and you got to take good care of yourself. So we will see you next time. And thank you again for joining us on this first episode of the I Love Marketing Meetup virtual meeting.

Don't miss another episode of I Love Marketing. Subscribe today@ilovemarketing.com subscribe if you'd like to access the show, notes, resources, or the exercise to help you take action on what was discussed, please visit ilovemarketing.com 371.

Sam.