I Love Marketing Live: Time Travel Marketing, Breakthrough DNA, and The Human Advantage in Marketing (Why Live Still Matters) with Joe Polish and Dean Jackson - I Love Marketing Episode #470

I would like everyone that's either here live or listening to go to ilovemarketing.com, download Breakthrough DNA, and just read it. This is going to become something we always come back to. It doesn't sell a course. We're making this free. This is all free. And me and Dean are going to commit to doing at least one I Love Marketing live a month. And depending on how people like this and how valuable you guys like it, and I'll ask you at the end, on a scale of 1 to 10, Did you find this valuable? You know, 10 being yes, 1 being no. I want to gauge it, and I want to look at all the questions that you ask, and I want to make sure we help you with this, and we will just make it free. And that's what we're going to do, and we want it to be valuable. Why do we want to do that? For one, we actually like teaching marketing. If you'd like to join world-renowned entrepreneurs at the next Genius Network event or want to learn more about Genius Network, go to www.geniusnetwork.com. Hello everyone, welcome to I Love Marketing Live. This is gonna be really special. So my name is Joe Polish, like nail polish. I'm here with Dean Jackson. I think most of you here that are live know who we are, but if someone happens to listen to this, we started the I Love Marketing podcast back in 2010. And at the time, we could actually do a podcast and make someone's book a bestseller. We had so many people that were listening, we were doing it very consistently. We're gonna do this live because there's so much AI slop. Everyone's heard that term. Then we're like, you know what, we're going to do this live because some people are faking live and trying to do that, but you're chatting with us right now. So this is not AI. This is like us. And we're going to do a relaunch of I Love Marketing, but we're going to do it live. And so just so everyone knows, this is being recorded. It's an official episode of the I Love Marketing podcast. So you're not just listening, you're actually part of the show. So Dean and I were talking just a few minutes ago, right? Before we got on this, and he said something that I thought was a brilliant way to start it. And he said, you know, what if you had figured out time travel? So, Dean, real quick, explain what you meant by that, and then I'm going to go into this. And I just want to let everyone know.

Yeah, he said— he asked me, how should we start? And I said, well, let's start with this: I have figured out time travel. And I think that that would be an interesting hook for people. And, you know, I was joking and kind of Um, saying it facetiously, but I literally have figured out time travel, and I'll tell you, explain what I mean by that. Because as you know, Joe Polish and I are not just the HairClub, uh, presidents, we're also members, and we're out here doing marketing live all the time, every day, all day. And I have learned some pretty amazing things, uh, especially in the last year. I'm constantly watching and observing and testing and recording and documenting all of the things that we're doing. And one of the most interesting things is I had this free frame of thinking about what an advantage time travel would be in marketing. If you ask people what their, you know, if you could get any marketing superpower, what would it be? I think if we could put time travel up on there, it would be pretty high on your list. And, you know, one of the things that I love is trackable results. I love tracking things to see what actually happens. And we do— one of the most trackable things is that the work that I do with a lot of the real estate agents, because you can see through public record whether somebody actually sold their house. So you can generate leads, and even if you don't stay in contact with them or you don't have— they don't tell you what they bought, you can see whether they sold their house or not. And I have the great advantage of seeing a very, very distinct pattern playing out again and again. And I see that people are so very, very focused on the inter— the immediate results. People want to, and we're conditioned that way in all the marketing language, everything it is, everything is about return on ad spend and about earnings per click. And we're looking to run the ads today, and put them through your gauntlet series and convert them and make money to pay the credit card bill by the time the ads are due at the end of the month. And if it doesn't work out like that, often people view that as bad marketing. So I had this conversation. I've seen it again and again. People give up before the actual marketing has a chance to work. And I said to one of my real Realtors finally. I said, listen, if we could time travel, if we could leave tonight at midnight and we could go back 2 years, we go back 100 weeks from right now, and before we leave at midnight, we can go to your computer and we can run off from the MLS and the tax records a list of every single person in the county that sold their house in the last 2 years. So we're going to arrive 2 years ago with a list of every person that sold their home. How much of an advantage would that be? It'd be the same. You know, imagine what your business is. If you could go back, imagine, Joe Polish Polish, if somebody as a carpet cleaner could go back armed with a list of every single person that got their carpets cleaned in the last 12 months, what an advantage that would be. Now, the reality is that No, even in time travel, once you get there, time still moves at the speed of reality, which is 60 minutes per hour and all the way through. So if you're armed with a list of people who sold their house in the last 100 weeks, but we go back 2 years, we still have to wait until they actually sell their house. The people who sold their house in, you know, 2 months ago are still going to be 22 months away from actually selling their house. So it's a— what would change the way that we think about it, the reason it would be so powerful is because we would have certainty about the outcome, that you would feel good that I know that these people sold their house. And guess what you're going to do? You're going to treat them differently because you believe that they're going to sell their house. Now, I believe in the exact— in the corollary to that as well. There's lots of studies that show that expectation changes the way that things actually unfold. There's something called the Pygmalion effect, where if you treat somebody— there was a great study where they gave teachers the foreknowledge that they would tell a group of teachers, listen, Joe Polish, you've got him in your class. He is a genius. He is gifted and you are in for a treat. And Joe, who's completely normal, by the way, in all of this study, Joe would outperform what he's done in the past and he would outperform the class because the teacher treated him like he was special. Now, in that same study, they would tell other teachers, listen, that Joe Polish is trouble. He is— you don't let him get away with it. You got to keep your eye on him at all times. He's— don't let him get away with anything. And they would treat him like a problem, and he would underperform his past history and underperform the class. So the way that you treat people had a major impact on the way that they would perform. And I believe it's absolutely true with the way that you treat your leads, the way that you treat people when you're generating leads. If you believe that they are going to do what they are inquiring about, you're going to treat them differently. So all that said, we can't go backwards in time, but I've figured out the next best thing, which is what we can do is plant a time capsule and fill it with people who are going to sell their house in the next 6 to 12 months and/or get their carpets cleaned or get their kitchen remodeled or build a fence or whatever it is that you do? Wouldn't it be great if you could find people ahead of time? So we very cleverly for the last few years now have been running ads for our realtors on— we offer a book called How to Sell Your House for Top Dollar Fast. And we run ads that say, if you're going to sell your house in the next 6 to 12 months, what you do right now can make a difference of thousands of dollars. And we offer the book to download for free, that people just click on the Facebook ad. It automatically collects their name and their email and their phone number. And then you have identified people who voluntarily downloaded a book on how to sell your house in the next 6 to 12 months. What do you think the odds are that some number greater than zero of those people are going to sell their house in the next 6 to 12 months? Well, I've done the research. I know. How many are going to do it. And it's just over 30% of the people in the first 12 months. I did this with our clients because I got tired of hearing people say, these leads are no good. These people aren't selling their house. They're, you know, at 90 days, people generally give up on the thing, right?

It's—

I call it going through the Van Allen belt. And if you're familiar with space travel, the Van Allen Belt is the area that you have to get through to get into, into space. And it's volatile and there's radiation and meteorites and all the stuff. And I have the hardest time getting people, not just realtors, anybody to get through that Van Allen Belt, which I call the first 100 days. And once you get past that, you are off to the races. Once you're in the space, it takes very little effort to keep things going because there's less friction. You've already established yourself, right? So people would tell me, I don't— these leads are no good. They're— these people aren't— there was no, no sellers in there. Nobody's, nobody's returning my call or nobody's whatever. And so I looked at it and said, okay, let's find out, are these leads actually good? And we did to do it in an objective way. And by objectively good, I mean, do the people who download the book actually do what they say or indicate that they're going to do? So I've done audits all over the country on all of these people who have downloaded this book. And we found that over 30% of the people who download that book will list or sell their house in the first 12 months. And it's been an amazing revelation because now, you know, now we have certainty that these people are actually going to do the things. And it's up to them now to how would you treat people if you knew that they were going to sell? It's kind of a—

it's a really fascinating thing. Dean, can I get your attention for a minute too?

Okay.

Yeah, perfect.

Check this out. I actually bought this at Walmart.

Believe it or not, I need one of those. Where do you get it?

It's a big heart. It costs— yeah, it's around Valentine's Day. You can go buy these right now. Okay. That being said, so let's stop for a moment. Someone's like, well, I'm not in the real estate business, so how does this apply to me? Yeah. So can you explain, no matter what business they are in, what you're describing right now, how does that apply to them? Because of course I can explain the same thing in the context of a carpet cleaner or a graphic designer or, you know, a pet walking business, you know, whatever, a consultant. But yeah, share the application and the psychology behind this so that no one gets lost in the, well, that's not what I do.

Yeah.

So, we've done it. One of the great playbooks that we use is something I've developed now, though I call it the catalog playbook. And I found it very interesting that if you can just identify people who are in the very beginning of moving towards doing something— we've done catalogs for kitchen remodels, we've done things for bathroom remodels, for fence and gate for e-bikes, for anything that has like a consideration period where you're trying to attract invisible prospects. And this is a, it's a very interesting thing. If you've got, if you've got something that you can't tell who's going to need this product or service, you can't get a list of them, you can draw it out by providing a book with a title that indicates that they're seeking a solution. We've got a, a podiatrist that we work with. We did a series of books, one of which was The Plantar Fasciitis Solution, which anybody who downloads a book on plantar fasciitis is probably pretty likely to have plantar fasciitis or be sitting right beside somebody who has plantar fasciitis and won't stop complaining about it. So there's a high likelihood that if somebody downloads any one of those things, an e-bike catalog or a kitchen catalog, that they are going to do something in the next 12 to 24 months. And the way that we treat them, you've got the greatest opportunity to educate and motivate and be the person who's being useful to them. There's a great concept. I forget who said it, but it's called What's in It for Them. I don't know if you guys have read that, that book, but it's a great concept to think about when you're moving forward. And when you think about what would somebody who's going to sell their house or going to get a kitchen or going to get their carb cleanses, what would they be thinking right now? What would, what would be, what would, what could you offer them? What's in it for them that you could give without it being you trying to convince them to call you?

Right, right.

You know, can I also say this too?

So you've got the book in your back, uh, corner there. What's in it for them? There it is.

Yeah, if you've read that book and you like it, go do a review on Amazon. I just do not plug it. I do not promote that.

I have to plug it for you. Here we go.

Go get it.

What's in it for them? Get it for a friend.

So, you know, there's a lot of great comments and questions here, and I want to read one from Bill J. Deb. So he said, as AI agents start buying and selling for people, making choices based on price, trust, and results, how does marketing change when humans are no longer the main decision makers? If stories and emotions matter less, what takes their place? Now, what I want to say to that is the number one question in all consumers' minds is, who can I trust? That's always what we're all thinking. Like, your job as a business owner, your job as a marketer is to establish trust and rapport. So, you know, rapport is trust with comfort, which came out of my buddy, our buddy Neil Strauss. We've known Neil forever. He wrote a whole bunch of books, but one of them, the first one was The Game: Penetrating the Secret Society of Pickup Artists. And then 10 years later, after he went through all his shenanigans, he wrote another book called The Truth, which I helped him with a lot of stuff in that book. And basically, uh, you have to think about— so, JDev, you know, will this happen? You know, there's all kinds of things that I don't know, that none of us know, that we don't know yet, right? What I do think of though is years ago I asked Dan Sullivan to define selling. I said, what's your, you know, what's your definition of selling? And he rattled something off that I asked him to repeat and I wrote it down. And if someone goes into Google or, you know, chat, I'm sure, and just types in is selling evil or goes to YouTube and types Joe Polish is selling evil, there's this, you know, little 3-minute and 50-second video that I've done which has been used in university classes, everything on selling. But I basically elaborate on this statement of what he said. He said, selling is getting someone intellectually engaged in a future result that's good for them and getting them to emotionally commit to take action to achieve that result. So getting someone intellectually and emotionally engaged in a future result and to put ethics into it that's good for them. So one of the emphasis of what we're going to spend a lot of time this year on is the ethical use of marketing, not selling something to somebody just because you can, not You know, I've said this a million times. Marketing used— marketing and selling used ethically is massive enthusiasm for what you're selling. Hype used ethically is enthusiasm for what you're selling. Hype used unethically is lying, misleading, exaggerating, cheating, selling something to someone that's not a right fit, etc. So when you there's always going to be humans that are looking for other humans that they trust. Anytime, you know, people— it's hard for people, or harder for someone to refund a relationship. So I think part of the key here, as I look at Genius Network and I look at all of the different things that we do, while there's so much automation— because heck, what's funny about this, Dean, is we were talking about can and clone yourself and automations. And I remember when we started using 24-hour free recorded messages. When I— Dean, actually, if any of you have ever listened to the very, very first hundreds of episodes back of I Love Marketing we started doing in 2010, we kind of shared, uh, I tell people all the time, go listen to the first 10 episodes. These are not timely.

They're—

I'm sorry, uh, they're not timely, they're timeless. It's, it's, it's a psychology that will last forever. When we tell our whole story of, you know, sift, sort, and screen, have a 24-hour free recorded message or a consumer awareness guide that would work 24 hours a day, 7 days a week, never complain about a headache, always deliver an incredible, you know, pitch, not ever imagining in our lifetime there would be a time where you can have AI write that, deliver it, speaking in a voice that sounds like you, automate it, have AI agents that nurture leads and do all the stuff that you can do now, right? But the reality is find ways that you can connect with real humans that trust humans. And if you find something that the human element of you becomes a commodity, do something else because there's a lot of things that would go with it. But here's one thing that's kind of funny because I'm like, okay, let's demonstrate this in real time. So, I took all the questions. I read every question and then I saved the questions.. And then I threw it into ChatGPT and I was like, okay, what are people actually asking for? And it wrote this up. It said, um, you know, before we started today, we asked all of you a bunch of simple questions. If you could, uh, wave a magic wand and learn anything about marketing, what would it be? And what was fascinating is what you didn't ask for. Nobody asked for social media hacks, nobody asked for funnel tricks, nobody asked for copywriting formulas. What you asked for was this: how do I get to the right people to say yes. How do I use AI without losing authenticity? How do I know what marketing is actually, is actually working and what's just noise? How do I identify the tiny profitable slice of a market? How do I fill rooms, start conversations, and build real relationships that last? And how do I get confidence and clarity in a world where marketing feels more confusing than ever? What you're really asking is show us how to think about marketing in 2026. When AI exists, the noise is insane and we still need real humans to show up, buy, and refer. And that is exactly what I Love Marketing has always been about. And I was like, you know, how funny that is, right? But Dean, how would— what do you think is not going to change? What do you, you know, at this stage?

Yeah, that is exactly it.

That's—

I really believe that what we really want is time travel.. And what I'm advocating is time travel in advance, time travel by planting a time capsule with confidence that something is going to happen. When you extend to 2— I told you over 30% of the people that have downloaded the book on how to sell their house have done so in the first 12 months, but at 2 years, that's closer to 50% of the people. And it's very, you know, it's fascinating when you start thinking about what we're really doing is creating an asset of unconverted prospects that if you can find people early before they're ready to do anything, that's an amazing thing. So when I look at it, I showed you, Joe Polish, the, you know, I went back last year and I looked at all of the first-time buyers for any of what we call our Dean brand things, my, the Breakthrough Blueprint, the lead conversion, lead generation workshops and consulting cards. 128 new people bought those things in 2025. But we also tracked when did they first opt in? When did they, how long have they been gestating? And what was fascinating was that the number one, number one thing of 128 of the people, 30 of them had opted in in 2024, not, and then bought in 2025. There were far more people. And then the second one was 2023. And there was significant people from every year all the way back to 10 years plus. So the asset value of this pool, this pond that you're stocking of unconverted prospects has a yield year after year after year. And I think that what, you know, the thing that is going to overcome this getting— everybody's fear is, well, everybody's just going to AI to tell them what to do. And that's why a brand is even more important. It's more important that we create— and my definition of a brand is creating a buying reflex affecting now decisions that we want to establish our brand in somebody's mind that before they ever get, they've already got their mind made up. They already know that it would be the best thing to do this. If you've inquired about a, you know, an e-bike catalog and then all of a sudden we're sending you very valuable things, reviewing all the different types of e-bikes and showing you, inviting you to come to the bike shop to do an e-bike demo that we're making it make it super easy for you to buy an e-bike from us as opposed to going to AI and, you know, having that happen. Same thing with kitchens, with every— it's all across the board. The things that we can do is finding people early, time travel, and nurturing your relationship with them over a period of time.

Yep, exactly. And you know, here's the thing too. So, I don't know how many of you guys know Qasim Aslam. He is a good friend. He built, you know, the top Google ad agency and then sold that business a couple of years ago. And we were— let me see if I can find the text from him. You know, and Robin, you know, Imad, how you pronounce his last name? He wrote The Last Economy.

Mostaki.

Yes.

L-O-C-A-Q-U-E.

The reason I bring it up is one of the key things in this book is just simply community, you know, building community with real people and real relationships. And I think as more AI stuff happens, there are people just crave humans. And so, for instance, if you haven't picked up on it already, me and Dean are literally demonstrating what we are recommending all of you do. Bond with people in real time. If you're a real estate agent or you're a whatever, can you put a group of people together in a room, in a dinner, on a podcast, on a Zoom? Can you help them think through things? Can you introduce them to other people and other relationships? Can you make yourself very valuable in that regard? And here's what Qasim sent me on November 23rd. He wrote, Joe Polish. Joe Polish, I know you have no time and yet here I am anyway. I think this is the most important book I've read this decade. If you have time, it's really worth at least a skim. The PDF is free so you can even download it and have your GPT summarize it and specifically for you. It's a manifesto for the AI-driven future and it's brilliant, exciting, and terrifying at the same time. He says we basically have 1,000 days from the time of this publication, which I think was about 20 days ago. I keep thinking about you the entire time I was reading it. He talks constantly about the power of connection being the most important human skill in the new world. Love you, bro. And then he sends me this. You can read this book. It's fascinating, but it gives a lot of insight on how to interact in a world where he says we have 1,000 days. Is that true? Now, considering the time of this publication, it's a lot less than that now, right? It's a few hundred. But it's a fascinating book and it'll give you a lot of perspective on how to interact with the AI world. Secondly, me and Dean, you know, it doesn't sell anything. It's on ilovemarketing.com. It's something that we wrote years ago called Breakthrough DNA, and it goes over the 8 profit activators. And I've gone to many, many 12-step groups because I've been in recovery for a long time. I have an addiction recovery foundation, and at the beginning of But every meeting they talk, they read the 12 steps and they read the principles. Okay. And, you know, place principles before personalities. And there's some principles of marketing that we teach in I Love Marketing that I don't think are ever going to change. There's the before unit, there's the during unit, and then there's the after unit. And then those are all encompassed within the 8 Profit Activators. And we're doing a live event that many of you, I'm just saying this now, you're going to be there in person, those of you that have been in LVA. Coaching. Those of you that are in Genius Network, we're doing it on February 18th, and Dean's going to Zoom in and we're going to do an I Love Marketing podcast live during the course of this one-day event. And by the way, I'm not selling this to anyone here. You're either, you know, those of you that are already invited, you already know it's not a thing we're trying to sell here. It's just part of a service we're delivering to our members. And one of the things we're going to do is we'll go over the 8 Profit Activators. So, Dean, what I want to do, I want to do some Q&A with everyone that's But I want us to go through the 8 profit activators because these are going to become the fundamentals. And I would like everyone that's either here live or listening to go to ilovemarketing.com, download Breakthrough DNA, and just read it. This is going to become something we always come back to. It doesn't sell a course. We're making this free. This is all free. And me and Dean are going to commit to doing at least one I Love Marketing Live a month. And depending on how people like this and how valuable you guys like it, and I'll ask you at the end, on a scale of 1 to 10, did you find this valuable? You know, 10 being yes, 1 being no. I want to gauge it and I want to look at all the questions that you ask and I want to make sure we help you with this and we will just make it free. And that's what we're going to do. And we want it to be valuable. Why do we want to do that? For one, we actually like teaching marketing. Secondly, it helps. Third, what we're going to do with our Genius Network members is we're going to have a time where we do the podcast live. And then after we go through some of the things me and Dean teach, we will then have a different conversation, Q&A, just for some of our members. So we're going to kill multiple birds with one stone. And we're also, you know, one of the things that I hope to do is that we can make make what we share with you so valuable that we never have to convince you that me and Dean care about you. It's just demonstrated. And then, ultimately, if there's something that we offer and it's a right fit for you, then great, go ahead and partake in it. But you know what's funny? When we first did I Love Marketing, I said to Dean, I go, "Let's really mess with people here. We're going to teach people better stuff than what other people are charging for. And let's not try to sell anything." Like, if someone mentions a book, yeah, we'll mention a book, but let's not pitch anything. Not pitch a course. Let's don't sell anything until people start complaining. What the hell is going on? I don't know why you got— and it's true. If you go back and look at the original comments, people are like, I don't understand what you guys are doing here. Like, this is better than anything that I've ever— like, you're not trying to sell us anything. I'm like, yeah, because we're bonding with people. And so, when you, you know, when you, I think, operate that way with people, what's in it for them? You just be very helpful. Like, I Where did I put it? Before I, you know, today I was looking through files and I'm like, I got to find one of my old consumer awareness guides. And this is an old consumer that I literally started doing in 1992. And this was a template I would show carpet cleaners and we would physically mail these to people and it just taught them how to choose a carpet cleaner. And I always would say to people, I had to figure out how to successfully sell something nobody wants to buy. There's not a single person here that hopes the cat or the dog or the husband spills something or pees on the carpet or whatever. Hopefully, you don't have— go pee on the carpet. But, you know, no one sits and hopes that that's going to happen so you can hire a carpet cleaner. So I had to figure out, like, how do you make something, uh, you know, make someone want to do business with you? So I found— educate them. Educate them on how to make a buying decision. Be useful. Be helpful. And yes, AI can help with a lot of things, but there is the human element And, uh, yeah, he also found this. This is when I was on the COVID of Clean Facts magazine in 1997. I was the Person of the Year, and this was not paid-for PR. I was surprised as heck. But at— in 1997, yeah, yeah, yeah. I mean, well, I was the most popular person in the world in the carpet cleaning industry. And I say that, um, yeah, never got me dates in bars or anything, but kind of helped with the business. But that all came from doing nothing but being helpful and useful in the industry. And I transformed an entire industry back in the '90s when I was literally in my late, you know, mid to late 20s, simply by educating people. I would write articles. I would go talk at the, you know, all the trade shows. I would constantly put information out there. And yes, I had something to sell. I had method methodologies, but the real thing just simply became, you know, just being helpful and useful and making your advertising helpful and useful. So, when someone hears or reads something from you, they actually know that someone cares about them and someone is helping them. And if you do that, I mean, I don't think you'll ever be at a lack for business. You just can't be in a commodity situation. You know, there are times where I know this is incredibly disruptive. Like Peter Cobabe, where you at, Peter? You still here? I think he said he only had 30 minutes. I should have called on him earlier. But he says right now people are treating AI, they think of it as a threat, a tool, or a savior. It's either a threat, so they're scared of it. It's a tool, they just use the tool, or it's going to save me, where it's still kind of advocating that you need to to, you know, really integrate this into just how you utilize it. You don't want to be used by it, you want to use it. And so, yeah, those are my thoughts. So, the big thing I want to say, go and read that book. I think you'll find it valuable. And secondly, yeah, Breakthrough DNA, which you can get at ilovemarketing.com. And then, Dean, let's do some questions here.

Let's do it.

So there's a lot of them that you have, but what I'd like to do is, is those of you that would have a question you really want answered, I want to hear it come from you, not me just read it out of the chat. So who would like to raise their hand and then we'll pick you and go first. Go ahead, Danielle. How are you?

Good. Hi, Joe and Dean. Just glad to be here with you today. I love your ebook example that you talked about, Dean, and my question was, should you make that just primarily inspirational and giving action items for people, or should you have some kind of a call to action at the end that says, hey, if you'd like to learn more, or even having some transformational outcomes that you've helped people with in the past as the real estate agent or whatever it is that you're selling?

Yeah, love it. That's a really great opportunity to explain the difference between compelling and convincing. And what often people try and do when they're running ads is they're trying to convince people to list their house with you. What kind of— what business are you in, Janelle?

So we have a faith-based mastermind that we are bringing people to.

Okay. So in anything where, you know, any ads that are trying to convince people to join your mastermind or to do that, you're great, or that everybody around you is doing Well, anything that you're doing that's trying to shift somebody's opinion is a, is what we call in our 8 Profit Activators, Profit Activator 3 is educate and motivate, right? But we draw a line. We want to separate the compelling from the convincing. So Profit Activator 2 is 100% about just getting your ideal prospect, your best prospect, to raise their hand and identify themselves if you have invisible prospects. So we'll, we'll use that book example. If we take all of the people that live in Winter Haven, where I am here, that only a small percentage of them are going to sell their house in the next 12 months. We don't know who they are. But it would be an advantage if we could identify which ones are likely to sell. So we offer them that book. We're not saying, you know, we're not trying to convince them to list with us. We're saying, here's this book. Or if they're looking for an oceanfront condo, we'll offer the Longboat Key oceanfront condo price report. Just objective data, objective things that somebody who's considering something would be looking for. Now, once somebody's raised their hand, now we want definitely to educate and motivate them so that we can make an offer. But we do it in a way that makes it super easy for them. And you brought up a good point that a lot of times people maybe take too passive. An approach. They just send them the information and send them more information and send them more information, but they're not making an offer for them. They're expecting that that's going to be enough that people will then realize, oh, I should do business with Janelle. But if you think ahead of what is it that people are going to want, what is it that you could offer them that would make it super easy for them to take that next them. We often use the example, like one of the things in the book that I talk about is taking a hospitality approach to this. Like if I brought you into my house and I sit you in the living room and I say, hey, Janelle, I'm super happy you're here. If there's anything you want to eat or drink, there's lots of stuff in the fridge. Go ahead and help yourself. As sincere as I may be in saying that, I don't know you well. But I think it would be pretty awkward for you to go and take something from my fridge, right?

Yes.

But if I brought you in and I sat you in the living room and I came out from the kitchen with a plate of freshly baked cookies and I came right up to you and I said, "Hey, Janelle, I just baked some cookies. Would you like a cookie?" It would be very difficult for you not to take the cookie, right? Even if you're not eating cookies right now.

Yes, I was.

Cookies are delicious. So metaphorically, we want to think what would be one micro step that somebody might want to take towards the right direction, right? So if somebody is thinking about selling their house, they might want to know how much their house is worth, or they might want to know what they should do to get their house ready to sell, or they might want to know if you already have a buyer for them, right? So we wrap that knowledge into cookies and offer them that make it seem like they're not imposing on us because nobody wants to impose. Nobody wants to take initiative, right? But we often take that same thing. We'll say to people, if you've got any questions or there's any way I could help you, please feel free to reach out to us. Amen. But we're basically saying You take the initiative. I don't want to be rejected or go out on a thing, but please, you ask me something so that I can respond to it, you know. So being— it's like being a leader, you know, you understand what somebody would want and then send that, give them the opportunity to take advantage of that.

Really good. Thank you, Dean.

You're very welcome.

Awesome. Thank you.

And we got Jonathan Cotton, who's the Good Feet Store, which is Hey, I know him.

How are you?

Hey, I'm doing well, guys. So I'll be transparent here in front of, you know, however many, couple hundred people that we have here. So we work in a franchise environment. We're one of the largest franchisees and we have struggled with the ability of the franchisor to make the necessary adjustments to keep pace with the AI age, both in website and also with, um, even with Salesforce because they manage the Salesforce. So the question is, how do we as a franchisee effectively implement your concepts, uh, and within that franchise network? You know, because my thing is I'm, I'm no longer wanting to spend a lot of effort trying to get the franchisor to do what they need to do and try to control their destiny. But how much of that is a losing battle if, you know, if we're working against these things? That's just my—

Well, you know what, can I say this too? And anyone that works with a lot— like, I'll tell you, both Dean and I over the years have worked with a lot of franchisees, franchisors. I actually have equity in some companies that have, you know, many franchisees. What I would suggest is have them listen to I Love Marketing also, you know, encourage them to participate in what we're doing here. Moving forward and also to listen to the back episodes. Me and Dean have people that have become millionaires that have never bought anything from us, just from listening to I Love Marketing. And so, uh, what would you say, Dean? Because you actually have a few clients that you, you're, you're creating marketing stuff for all their franchisees.

Yeah, one of the greatest things, if you look at like Jonathan's business, Good Feet, uh, you know, I would start thinking about one of the greatest advantages that he has is the number of people walking around with happy feet because they are in his programs, right? That's the best thing. Now, unfortunately, it's, it's largely invisible, right? It's not like you're wearing a hat. They're wearing an insert in their shoes that is not visible to people. So they're not driving your brand of car, or they're not carrying your brand of bag that there's evidence that this is out there, but they're surrounded by people who are constantly in conversation. And there, if you can— I call it penetrating the prayer chain— if you can get involved in the conversations that the people who are, uh, you know, walking around transformed because of your product or service that, and they know, are instructed what to do to turn that conversation into a referral. That's like the foundation of your, your after unit. That's one of the great luxuries that you have if you have a product that is transformative and that you have a large list of people who are using it and benefiting from it every day. If you're not tracking and measuring your return on relationship from, you know, I always think about whatever it is, like I would suggest to Jonathan to start thinking in terms of using their feet under management as a, you know, as a philosophy, right? That if you're thinking that your foot system is transforming people, Well, to the extent that you've got however thou— how many thousands of people that are walking around, that's where we want to start to look at how we can really maximize your return on relationship.

Cultivating your previous, your satisfied customers, basically just focusing on growing that aspect of it.

Well, that's certainly the lowest-hanging fruit. That's one that somebody who's had a transformation If we look at it that, you know, the reality is that if we go to the root of all referrals, all referrals happen as a result of conversation. And 3 things have to happen. Number 1, they have to notice that the conversation is about feet or, oh, my feet have been so tired or my feet hurt or my whatever it is. They have to think about you. And then they have to introduce you to the person that they had the conversation with. And to the extent that we can orchestrate that happening, you know, there's great research. Like if you just look at it, that on average they say people have— I forget what it is, 13 or 16 substantial conversations a day. So if you multiply that by even 1,000 people that are in your— that are walking around in your, you know, basking in the glow of their Happy Foot experience, right? That those people, they're having 15,000 conversations a day. Now, some number of those are going to be about, oh, my, I'm on my feet all day, or my feet hurt, or my— these shoes are so uncomfortable, or I need whatever. If you start just making an exhaustive list of what would be the conversations that if we could program your clients, if we could place a chip in their ear and listen in on all of the conversations that they have, how would we program the chip? What would be the conversations that we'd listen for? You know, what would be the trigger words? And if we can program your clients to know what to do to help their friends solve that problem. It's pretty, uh, it's, it's pretty amazing. Just rather than just hoping that people will— hey, don't keep us a secret, hey, tell— make sure you tell your friends about us— if you instruct people to do that, that's exactly what they'll do. And then you run into them at the grocery store and they say, hey, did my friend Nancy ever give you a call? She was complaining about her feet. No, never heard from Nancy. Oh well, I tell people about you all the time. And that may be happening all the time, but they're not telling you. It's far more important that we train our clients to tell us about people than to tell people about us. That's far more valuable.

That's a good one. That's a really—

thank you very much.

Cool.

That's the core of the After unit.

So, also, what I want to announce too, Gina, I won't say too much about it. Some people that are on are going to be at the Genius Network meeting that starts tomorrow, but I'm going to make an announcement where I'm going to be— I'm going to make an announcement about a Better Your Best contest that I've decided to do. Back for 13+ years, I was Bill Phillips, the author of Body for Life. I was his, uh, marketing consultant on and off and helped him with all of the, uh, contests, the largest physique transformation contest in human history. I mean, over a million people entered the contest. And I have been texting with Bill even this morning, you know, 30-plus years later. I still know the dude. And what I decided to do is, uh, for a prize for a spokesperson position, I'm going to give away my, uh, Storyteller Overland Mercedes Sprinter van, which we've converted into a mobile podcast studio. And on Saturday, I'm going to be in my ghost town filming with the actor Rob Schneider, and we're going to actually film a podcast in the Sprinter van. And we're going to— that's going to be one of the many things we're going to do for people that enter the Better Your Best contest. So I'm going to announce it at a Genius Network meeting tomorrow. We're going to do it on Facebook Live, and I guess we're going to do that from my Joe Polish Facebook fan page. Is that what we're doing, Gina?

Yeah.

And what time will that be, Gina? And people that are listening to a recorded version of this and they're not here live, they're obviously not going to hear this, but what, what time are we going to do that?

1 PM Pacific, which is 2 PM for those of us here in Arizona, and 4 PM Eastern. And I put the link in the chat so you guys can bookmark that. We'll see you at 4 o'clock if you're not already a Genius Network member. And those of you who are, you know you'll be in the room or on Zoom, so it'll be awesome.

Okay, cool. Thank you. And by the way, give me like a buffer if I'm not exactly on time because, you know, it might be a little chaotic, but we're gonna, we're gonna do our best to have me as congruent to, you know—

Chaotic? You?

No, never. I'm so stable. I'm a pinnacle of stability here. No ADD, no distractibility.

Yeah.

So let's go to the next question. We'll try to do these ones, Dean, in laser focus for time purposes. So Denise, you want to go? And then we'll go to Chris.

Yes, I'm in a B2B space and I was writing a book, you know, to try to retool people's thinking on how they use attorneys in the B2B space because I'm more like preventative care kind of thing. And so that we can get into more of the fun part is growing their business and participating in it, just like a general counsel would be in a Fortune 100 company. So, in this book, I was looking at this as more of a lead magnet. And, you know, I'm pushing myself back from trying to make it in part a sales letter, you know, and doing it in that tenor and making it more informational. So, I would like your opinion on that. Especially in today's environment where we're trying to look at things differently and not being in somebody's face about, you know, you need to do this kind of thing.

Yeah.

One of the things, so you have what we would call visible prospects. You can identify exactly who the candidates are for you, right? So any one of them could, they need legal counsel at some point, they're going to reach a situation and either have someone or they don't. Uh, and of those who do have someone, probably 30% are unpersuadable. They're, they're locked in on their relationship. There's probably 30% that would dump them any chance they had, right, if something better came along. And then there's the middling ones, right, where they're persuadable Wow. So if you look at those people, if you took a, you adopted them and you said, listen, if you identify, let's say, how many clients could you take on? How many are you looking for?

Ideally, I want about 200 of people that will sign up for a subscription-based model. Perfect.

Okay.

So let's say that you take 1,000 ideal prospects. And you made it your mission to become the most valuable by proxy person that you could be for them, regardless of whether they're, you know, under your umbrella there, that you're educating and motivating them, right? That you're providing value. Part of the thing is that we have to get to the point where people know you, like you, trust you.

Right.

And that's— everybody always says that, but they always say all three together. Like, that's one word. And that doesn't properly revere the giant leap from not knowing you to knowing you. And it's a much smaller distance from knowing you to liking you and an even smaller distance from liking you to trusting you. So if you take those 1,000, if you just took your ideal 1,000 If job one is to make sure that by the end of the next 12 months, let's say, that they 100% know who you are and that you have proven yourself valuable to them over that period of time by maybe talking about what would be the most likely triggers that would bring somebody into a situation where they might need you, uh, and doing, you know, a series like that where you're providing value for them and maybe doing it at great, even at great expense, because imagine that they would, it would be worth a lot of money to have one of those clients.

Well, it is to me, but it costs more money to put the fire out if they're coming to me to put the fire out.

Yeah, absolutely. And so knowing that they can go to you, even if they're not thinking proactively that the the moment that there is a fire, they're going to immediately think, what, what physical thing in proximity? Here's an example. This was for attorneys. We did a— I work with an MSP, and we created a monthly, uh, you know, digital, um, we send it as a postcard, but it's a digital thing to send to law firms that are, that need cybersecurity. And so we're educating and showing all the different things to then become a known quantity in their mind, right? Because typically, and I'm gonna blanket in the questions that people have been asking about AI, that let's be really honest is that we all want We want to work with someone that we know. If we have somebody in a role, if we have somebody that need filled by a friend or a trusted advisor or the friend of a friend, that is the highest level. We want to start moving up into that world as opposed to going at the bottom when somebody doesn't have a clue where to go and then they're asking AI for what should I do about this? Are you going to trust your best friend or your trusted advisor? Are you going to trust AI, who's known to hallucinate?

You know, that's true.

Yeah, very well.

Cool.

Is that helpful?

Um, it is helpful because I, I wanted to, you know, I'm going to adjust the tenor of this. I'm writing it, uh, through Manus and, um, you know, trying to, um, you know, get a better feel for it. You have to go back with the AI all the time to try to retool it a little bit so it has the right feel to it that you want to portray.

Yeah, you know what, two good examples of this are the Allstate Insurance commercials, all the mayhem where they've got that guy who's personifying all the terrible situations that could happen. And then the farmer's insurance ones where they're saying, they're telling these really outlandish, unusual stories and they're giving you comfort. They're going, yep, heard about it, we've covered it. Like there's a friend that says, you know, we got a checkbox for that. Like we're familiar with that.

Right, right.

That's comforting to people.

Can I also say something too? So I think Randy Brill is on with us. Yeah, Randy Brill. He just got into Arizona. She's met her years We've been friends for over 20 years. She's a strategic coach. I stayed at her beautiful creative freaking house in Chicago. And she, her name is spelled R-A-N-D-I for those that you aren't on video. JustAskRandy.com is her website. And, you know, part of what we're talking about is creating personalized marketing. And she's, you know, we're a big fan of, we've laid out some things that we're going to do with Genius Network members to bond with our our existing clients and our prospects through direct mail because then it's physical. It's, you know, and she's been doing this sort of stuff for years and she's really great at designing all kinds of very unique campaigns. And as I sit here, like, I can look at my text messages and there's a grocery store chain out here that I'll shop at that, you know, sells organic food and stuff. It's called Sprouts. And there's Natural Grocers, there's Whole Foods.— there's, there's a local place that is, you know, these independent, like, farmers and stuff that sell all kinds of seed oil-free products and stuff. But, you know, even the, the text that I got from, uh, the last one I got from Sprout says, Joe, a new round of products for 5 points just dropped. Shop now through February 10th. Right now, I could— it's just interesting because it uses my name. That one little element of Joe in a text message is way better than— it just is different than if you're getting a text message. Because I'm sure everyone at some point has signed up for something or, you know, whatever. And that's the point. So like with Randy, if, you know, just reminding people like now, AI can— I actually do this. I like going to stores. I think one of the biggest disservices we're doing to humanity is making everything so automated where people never even have to talk to another human being. And my friend Eshan, he was telling me the other day, he goes, "I have a— my sister has a friend that took her 18-year-old friend through a drive-through. He didn't know how to order. He got literally intimidated talking to someone through a drive-through." He goes, "It is like the craziest, saddest thing I've ever seen. They literally don't know how to talk to people." And so, So, the thing is, when you just remind people that you exist, when you remind people— so, everyone that's ever written a book here. So, Mario, you asked me a book about one of the things that I did because I helped head up years ago the Peter Diamandis. We put his first book, Abundance, on the New York Times bestseller list with a group of people. Arianna Huffington, I helped design her. We don't agree politically, but nonetheless, you know, she wrote a book called Thrive and I put together the marketing team. That book debuted number 1 on New York Times. New York Times, and we put together like a bunch of joint ventures and things like that. So, there's ways to put books out that reach the masses. But I'll tell you, like most people that write books here, if you just had your core audience using the strategies that we have been talking about in— for Anala Marketing forever that are written about in Breakthrough DNA that Dean has spoken to, and you just find 50 or 100 of your best prospects and just send your actual book with a note, it's just personal. It's just, you know, it's theater is what Gary Halbert would call it. And that's the sort of stuff that Randy helps people design is how do you connect with people? And that's how you get through the sea of AI. That's how you get through the sea of, you know, mass marketing and all the campaigns. It's just a real human touchpoint. And so, I just don't want people thinking they need something super fancy. Sometimes, it's just identifying who your target market is and people that are part part of your before unit that have not yet done business with you and to get them into the during unit and then deliver world-class, you know, service. And then they're part of the after unit. And then once they're part of the after unit, like what Dean said, you know, the greatest marketing oftentimes that you'll ever write, create, is not going to come from AI. It's not going to come from a copywriter. It's going to come through the experiences of your existing clients. You know, I got a— yeah, I mean, I got this great message yesterday from a first-time $100K attendee. And he was just talking about, you know, he's a huge business right now. The guy spends $4 million. His name is Greg Haag. He spends $4 million a year on advertising. And he's 77 years old. And he left a message about how excited he was to be in the group and how valuable it was for him. And I said, you know, can I have permission to share this? And he's like, yeah, you can share with your team. So, we're going I'm going to take what he said and that's going to become part of the marketing. And a lot of that marketing isn't to the outside world. It's just my Genius Network members because we don't want someone joining our $100K group unless they've been in our Genius Network group for a year or two. So, we're going to literally, you know, we have a marketing campaign just to nurture people that are already clients. So, I mean, those are some of the ways that you just think about it. About doing it. So, uh, who would be next? Would that be Chris? And then we'll do Jade, and then that'll be it for questions today, and then we'll kind of wrap this up.

So, Christopher Doyle, this is, uh, this is really awesome. Thank you for doing this. I really like the live format. I've learned a lot from both of you over the last 7 or 8 years or so.

Thank you.

And the difference between the compelling offer offer and a convincing argument or education-based marketing. Most of— I help parents navigate addiction, so most of what I've come up with over the last 7 years has been education-based, and I have not cracked the code on what is the compelling offer. Because, you know, the closest you can get as far as compelling, it's like, I'll help you get your kids sober. And as, as much as I would like to just like put that everywhere, it's, it's it's an icky kind of guarantee, you know. It's not the kind of thing that anybody really buys either. They're not convinced of that because if there's so many misconceptions and, um, you know, misinformation. So what's the compelling offer for parents when you're— or families that are navigating addiction?

Is there— so one of the first places I would start is What would be, if you could listen in on the conversations that are going on in their kitchen late at night, what are the words that they're using? What are the things that they're struggling with, they're concerned about? What are they going to Google and searching for? You know, getting, using their own words on things, right? What would it be for you? Like, how would it kids? How would that, uh, what comes to your mind?

Well, I mean, there's a lot of, uh, stigma language to run through, you know, like, like, you know, what's going on with their kids, like all the behaviors and like screwing up and messing up. And then also, you know, he's got to want it, he's got to be ready, he's got to hit bottom. That's the stuff that they've been fed. So that might be part of the conversation. It's like, we need to get him a job, he needs to get rid of this, this girl, he needs to like, you know, like all of the stuff, all of this kind of extraneous symptom type stuff is going on, but it's not really kind of directly understood. Even they might not even necessarily know that what they're seeing is addiction. It's more behavioral, it's more like just problem, normal problem stuff maybe.

Yeah, it's interesting. Um, Epp and Pagan and I, Joe Polish, did this. We were talking about this idea of of, you know, essentially personifying like what people would say if what they wanted, right? Like if you could see it on a package that they could get it, or I always call it, you know, one of the great things is books is a great way for people to, who are looking for answers or looking for things. One of the greatest things you can do is have a a book title that speaks directly to their soul, that they know what this is and want that thing. You know, we did a book years ago that still sells today called Stop Your Divorce. And in the mind of somebody who's, you know, going through a relationship breakup that they don't want, seeing that as a life preserver or a thing— yeah, that's exactly what I want to do., or even Dave Ramsey's book Financial Peace. If you're in stress, having that book and holding it to your chest is the thing. You have what we call invisible prospects. That's an invisible struggle, right? People who are just coming to terms with the fact that their kid may have an addiction problem, or it may be, you know, that it's more than a behavioral problem, that the root of it is some kind of an addiction there, if you can get the essence of what that is in a, in a book format, all you really need is to come up with the title of the book and the fact that you have a small book and that you can segue that to that. That's the destination where we're going. But the reality is, here's the path.

Path.

But now you're speaking to a person that you've identified as a visible prospect. That's, that's why I say about compelling versus convincing. We first need to get talking to the right person, you know. And often, look, like, if you take something that's a roundabout way, is if they are searching for addiction treatment facilities, if— even, and this is a little outside of the box— is if you put together a directory of, you know, whatever city or whatever state addiction treatment facilities, that if they're looking into that and they raise their hand for that, now along with it you provide them that information. But here's an alternative. You've used the objective search that they're doing to identify somebody who's in that, in that model. We did that with hockey scholarships as a thing. These guys had a service that they offered that was pretty, you know, what might have been considered a luxury thing, like branding and packaging for, for hockey players. And this is in Canada where the full aspiration is to make it to the NHL. But the parents viewed it as a a luxury type of thing, if you didn't see the need to spend that kind of money. But when we put together the U.S. Hockey Scholarship Directory, that was all these parents that are spending thousands of dollars on elite hockey for their kids. They view the NHL as like Plan A, that's a viable path. But Plan B, the safety net, is worst-case scenario, they'll get a US Hockey scholarship. So when we put it together as these are the parents who are thinking that their kid has a chance to get a scholarship, we provide them with the information. But the first question that they're going to have is, well, now what? Now how do I make my kids stand out? How do I approach these coaches? How do I do this? And all of a sudden, the need for Branding and packaging that makes your kid stand out is, uh, is something that becomes now a viable thing, you know. So that's what I would do, is I would attach it to something that they are looking for or try and create something that would be what they're, you know, that they could hold, uh, in their chest, you know.

Yeah.

And can I say this too? Because Chris, I mean, I know what you do is works. I know you save lives. I've referred people to you and you're very smart. We have a podcast together, right? You know, you, you definitely are a, uh, you're a convert also of your own work, as am I. You know, I never learned marketing originally because I thought I'd teach it to anyone. I learned it because I needed to survive. And I spent, you know, a couple of years living off credit cards and struggling like crazy before I finally cracked the code. And if it was so easy to do all this stuff, everyone would be doing it. No one would ever jump on a podcast called I Love Marketing or do any of this stuff if they had it figure it out. And there's a lot of people that are always, you know, selling and trying to offer stuff. And, and they're, you know, sometimes the little hinges swing big doors. Uh, there's some great comments that have been made here. You know, Dr. Jason Giles, you know, the, uh, language codependency. And then Dr. Saida, which you— she offered to— you guys should talk together, which I would actually recommend. Paul wrote, get your family back. I just want my family back. And she said, I went to your website and socials and noticed that while there's a lot of free value, your why isn't coming through. I don't see the personal mission behind the work. As a result, the brand feels more like a company than a person, and that limits emotional connection and trust. Right now, the mix between your company and your personal brand isn't clear, and it's also unclear who you're speaking to— parents, teens, or people struggling with addiction. And that's actually an interesting point. You know, it's very much we speak to in, uh, you know, uh, Breakthrough DNA, which, you know, I've suggested everyone download at ilovemarketing.com and just read it. But here's the thing, like, if there were, um, a handful of people that, you know, knew, like, and trusted you that were telling people about you, you know, for instance, uh, I have an addiction recovery foundation and it's a bit of a mixed bag because it is it is psychologically hard for me to want to charge anything for addiction recovery stuff. I don't pay myself anything for the foundation. I don't think I ever will for the 501. And also, you know, I've talked to Jason about this. If people don't pay, they don't pay attention. That's also one of the things too. I mean, there's people that pay me $6,000 an hour to do marketing consults with them, and I could say the exact same things I'm saying here for free, but when someone pays $6,000 for it, they listen from an entirely different place. And as a matter of fact, most of them think what I will say is amazing versus if I say it on a podcast, someone will be like, whatever, you know, go on to the next thing, you know. And there's an interesting psychology to that. That being said, though, I personally spent over $500,000 on my own recovery, but I'm someone that had the access and the money. Many addicts don't. They don't have resources, right? Some of the reasons I have genius recovery because it's, it's, it's, it's, it's very difficult. That being said, though, there is, there's a lot that you do very, very well. And there are people— I actually think your marketing efforts would be well served to find the very best endorsers and recommenders of what it is you do and start going to hospitals or institutions or places where other people— and speak to them, offer to speak, and where they will refer people to you. When I was a carpet cleaner, I would call up real estate offices and say, can I go talk to your real estate agents when you have your morning meetings or whatever? And, you know, spend 15 or 20 minutes just telling them how to choose a carpet cleaner. And lo and behold, you know, they would invite me to do that because no one was calling them asking them to do Do that. And I would say, yeah, if the carpet looks clean and the house smells good, it's more likely when you have a showing that they're going to buy the house. And but all of a sudden I started getting carpet retailers to refer me. Then I started doing it with interior designers, and then I started doing it with flooring stores. And can I just come and talk to people? I would go to these home and garden shows and I would get a booth and I would, you know, and it's, it's like shit that no other carpet cleaner was doing at the time. And I became the Arizona director of the Carpet and Fabricare Institute, and I volunteered for free even though I was broke. I was like, I got to get around other carpet cleaners that are doing this. And I just— I was networking, right? And so that's, uh, yeah, that's just some things that I would, uh, think about. And then Karen wrote, we don't— we need to stop chasing attention and start attracting it by being real, mission-driven, and aligned with who we truly are, both as personal and company brands. But I also want to acknowledge you though, because most people don't have the stamina to go through oftentimes the testing stages.

I—

you're a good— you're a good guy. I mean, I've, I've spent enough time with you. You're a really caring, good human. And I'll tell you, this is going to set— it's not a marketing strategy. Sometimes the people that do the best with marketing are, uh, hypey, uh, uncaring, narcissistic assholes that could just make any claim under the and for whatever reason, they attract attention. And, you know, but that's short-term though. I mean, long-term, I think if you just, if you're ethical, if you care, if you demonstrate it, it's just cracking the code. And if it was so easy to give someone a unique selling proposition, everybody would do it. So, you have to really, to Dean's brilliant comment, a compelling offer is 10 times more powerful than a convincing argument. Commit, you know, really the people that you have helped, dissecting what it is that help was. I always tell people, you know, change the word addiction with pain. You know, addiction is just— it's a response to pain. If you're in pain, you're going to look for a way to scratch the itch. And there's a lot of people that are in pain, tons of people that are in pain, and they do all kinds of maladaptive ways to scratch that itch. And you help people with that. So the market is definitely out there. It's just reaching them and speaking it in the language in which they respond to. Anyway, just keep at it. And I know you're going to be at the event we're doing in February, so I'm going to think this through a bit so I can really help you get to this because you're a person that's— you're not out there trying to sell stuff. Most of your work you actually give away for free because I know you're just trying to help people. So, you know, you're someone that I I place a lot of significance on wanting to help because, you know, we need— the world needs more people like you. And I would talk to Jason and I would talk to the people here that have offered to, you know, brainstorm with you.

So I might start a podcast too to share the stories of the parents that have successfully gone through this to give people hope that if they're seeing that there's a light at the end of the tunnel, and maybe they can relate to somebody else's, uh, story. Because I know that it's, it's, you know, the most, uh, helpless feeling is wanting something for somebody but knowing that you really can't make the change for them, you know. But even the parent— the parents are who relate to the other parents. And as long as they see that there's hope, that's a great thing.

Oh, I mean, I've referred people to, uh, to, to Chris that have been like, you know, he freaking saved my child's life, you know. I mean, crazy stuff. So he's— yeah, you're, you're doing good stuff. All right, we'll do one more with, uh, Jade. Is that helpful, Chris? I hope.

Yes, yes, yes.

Thank you so much.

Yeah, man. Uh, Jade, let's go. You're, uh, you're the last one up, and then, uh, and then I'll ask everyone if they found this valuable.

Thank you very much. Uh, still running on the same theme that we've been talking about for the last couple of months because I've finally got this stuff in motion. Firstly, massive shout out to Randy. So if you need ideas on your direct mailers and Lumpy, talk to her because she's the reason we now have these.

Mm-hmm.

That are awesome. So my question to you is I need to, I wanna put a postcard inside of these to mail out. So I've got 250 and, uh, 90 of these that I'm sending out locally to businesses. To invite them. So my idea is to invite them to a nominal fee, one-day event with me. So a Speak to Sell. It's really low numbers. So only 12 people in the room. I'll run 3 days to upsell into my 12-month program, which will only have 12 people per group. So that's the Ascension plan. It's only $150 for them to attend the day rather than the $1,500 that I would normally charge.

Shoes.

Um, so I want some advice on what's the short, sharp, amazing invite on the postcard that would go with these things, which have lots of goodies inside.

Lots of that. So great.

So wait, so you're gonna mail, uh, describe again, you're gonna mail what?

So I've got 90 of these boxes which have a Yeti a frother and some Bulletproof creamer. And I have a little brochure that goes inside of like, own your morning, own your life, why I start with Bulletproof. And this is the Bulletproof— your invitation to Bulletproof your business and protect your bucket list. So there's a whole play on words on all of that. And then it leads to the Blissipline Blueprint Day. For the other mailers, it'll just have the creamer, the Bulletproof of mailer and then the postcard to invite. So it's like, okay, what do I put on the invite to make them fucking turn up?

You know what I would like— here's what I would say. And again, if you do a postcard, you obviously can't do this. If you do a sealed envelope, I learned anytime you can attach a dollar bill to the top of any sort of, uh, letter or campaign or invite, or put it in the box, or the postcard goes in the box.

So I attach that as well as the—

yeah, yeah.

So a dollar bill always works, uh, with a great headline, obviously reiterating, uh, the most compelling offer. So that, that always increases response, uh, but again, the list, uh, and how, uh, you know, how much of a message-to-market match the list actually is, uh, will overcome, uh— I mean, you can have a very mediocre offer to a great list is not as great as the best sales letter in the world to not, uh, to not a right fit list. So, Dean, what would, uh, what would be your suggestions?

And I'll give you a quick— the list has been given to me by the business chamber, so it's all people that are members of the Aspen Business Chamber.

Okay. And by the way, you can— although it adds oftentimes different steps, you know, you can— any way that you can reach them in multiple different modalities, from who they are on social to having their phone number and text message to direct mail, uh, to an actual phone. All those things help. So, uh, go ahead, Dean, what would you say?

So my thought is these people don't know you yet. These are— you're, you're— so you're making an impact. You're going to actually get their attention. That's what you have. But what— to what end? That's on you to kind of convey now, I would use maybe that box to include, you know, and when I say book, I use book in a term of a paperback, a real thing that looks like a book that is conveying what is it fundamentally that you're about? Like, why is it— did you use the word blissipline? Is that, is that your word that you made up?

Yeah.

I didn't make it up. It comes from Michael Beckwith. With, but it's The Discipline to Live Your Bliss. So there's a whole story about the bliss plan blueprint.

Yeah, I love it. So if there was a way that you could like convey a starter of what this is about, what you're about, just the way the same size as what our Breakthrough DNA book is, 8 profit activators that are growing or slowing your business right now, right? That there's something something, there's going to be a payoff for people reading it. And if I get them to read the, the Breakthrough Blueprint, the Breakthrough DNA, that they now understand and can see themselves in this, that, oh yeah, I could see how if these, if I applied these, that that would make an impact in my business, then I would use just a very short invitation, if you use the model that we talk about of just inviting them charge neutral. Like if you just said, hi Joe, I'm having a one-day workshop here in Aspen and I'm going to have a small group of local business or whatever the common element of it is, and we're going to talk about this, would you like to join us? Just a super short, like, getting somebody philosophically, um, interested in something and then sending them the, the details about it. You know, I just think that's where your, your opportunity is, is to, uh, get people who are aligned with what it is. Because just sending them the stuff, you got their attention, but you have to direct it towards something that they're interested in and create a desire for that thing.

What's your thoughts? I thought on the invite I would have a little picture of my, of a Vimeo video with a play button and a QR code where it's like, too long to read. Let me tell you about it. Like, I recorded this specifically, this invite for view and drive them to the landing page. And then I have on the landing page a click-through to find out more about the Blissipline philosophy.

Yeah, I mean, that's— I think you have to join them, right? Because there's getting attention for its own sake is not the, uh, the thing. If you do it in a strategic way that leads towards them wanting what you have there, you know? Yeah. So if the video is an educational thing, I think that's great.

So I had two thoughts. I had the first video. The idea of the first video was just to do an actual invite, like, I've sent you this box because of who you are and this is what the day is and this is my invite to you. And then on that same page, a secondary video to find out more about what the hell blissfulness is.

I think you're reversing it almost, actually, that— because if I don't know what I'm coming for, like, okay, you sent me these nice things, and then, hey, you want to come to this? Well, what is it about? You know, that, that's kind of a thing. There has to be that inherent, like, uh, what's in it for them?

What's in the box?

Yeah, yeah. Well, what's— yeah, what's, what's in the box is doing its job of getting attention, getting their, uh— they're going to open it It's going to get to them, they're going to open it, they're going to have pupils dilated in anticipation, and they're ripe to now plant some kind of a, uh, seed. You know, even when Joe talks about the Dollar Bill Letter, the job of the dollar bill is just to get the curiosity of what the hell is this dollar bill about, and that makes people start reading the letter. As you can see, I've attached the dollar bill to the top of this letter. Why have I done that? Two reasons. Number one, what I want to talk about is money, and I thought it'd be a good way to get your attention. And number two, and you go and you're right into now connecting the way that you got the attention to something valuable and tying it back at the end. That dollar bill is yours to keep. What I hope you do with it is frame it so that when people come in your office, you can tell them that's the first dollar I made from my relationship with Joe Polish. Joe Polish.

Yeah, there you go. All right, Dean, we gotta wrap because we're past 90 minutes, but—

oh, we could go for it. I could have danced all night.

Um, I would like everyone to, on a scale of 1 to 10, share with us if, uh, 10 being really valuable, 1 I didn't like it. Please, uh, share with us what you think because we want to know if we're doing a good job or not and And remember, the cost of this was free, so don't complain. Yeah, and what we're gonna do, uh, all the questions that you guys asked— so I've been talking with Dean, I said, all right, if we're not able to get to any specific questions or something, what if we do some podcasts and we actually just do, you know, Q&A with some of these, like we Q&A at the end here. But what we're going to do, based on— and by the way, thank you everyone. I, uh, 9s and 10s. Was there anything less than a 9? Uh, no, there was an 11 and there was a 12. There was an 8, one 8. There was a 26. There was a 10. There was a 10,000. That was good.

We dollar averaged them. We're way over 10.

I mean, yeah, the only reason anyone would rate this as an 8 is because I'm on here. But if it was—

but that's okay.

So, uh, but thank you, thank you all. And seriously, I mean, I want to make sure this is valuable for for you. And what we'll do, we're going to do this every month. Depending on how it goes, we may do it more frequently. Realize that marketing is not an event, it is a process. And so, just like going to the gym, it takes a while. I mean, usually people seek out marketing not because they're like, "Yeah, I really want to learn about marketing." marketing. What it is is they've wasted so much money. It's usually desperation that causes someone to seek out getting better at it. And you need to have some stamina because there is a lot of stuff that is taught about marketing that is just bullshit. And there's a lot of people that charge money for stuff that is bullshit. And there's a lot of unethical displays of marketing out there too. So we want you to feel, you know, you start to love marketing. I started to love marketing once it actually worked for me. And I had to go through a lot of pain before I did. You know, the story, which I won't go into now, is originally, the first website that I bought was ihatemarketing.com because there were so many people like, "I hate marketing. I want to do this marketing stuff." It's like, well, then I talked to Dean. I was like, "Well, let's start sharing things with people that will get them to start loving marketing and understand it's just applied psychology done in a in a certain way that causes, you know, people to want to do business with you. So, that's what we're going to spend this time talking with you all about. And so, read Breakthrough DNA and join us tomorrow, those of you that are here live, and subscribe. And if you want to hear this, and we'd appreciate it if you do a review on I Love Marketing and let people know what you thought of this and how you found it valuable. And Saida, you even said sent me a private message saying that you already did $250,000 from the ELF coaching of sticking to a $1 million funnel. So, you know, certainly people are getting results here. So that's it. And some of you are in Genius at Work, and I'm going to see you tomorrow. And that is it. That's it for now. Any famous last words, Dean?

Awesome. This is great. I can't wait to do it next time.

Okay, everyone, thank you. So, oh yeah, and someone just posted, buy Joe Polish's Entrepreneur's Edge on Audible. Me and Dan Sullivan just released an Audible original published by Hay House. It's called The Entrepreneur's Edge. And last week it hit number 1 in small business. So I'd love if you want to hear more of that, go download it. And you have a wonderful rest of the month and we will talk to you next time. Thank you so much. Don't miss another episode of I Love Marketing. Subscribe today at ilovemarketing.com.

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