Joe Polish on How To Advertise The Advertisement with Dan Sullivan - Episode #9

I'm dan sullivan.

And I'm joe polish.

And welcome to 10 times talk.

Hello, this is Joe Polish and I'm here with.

And this is Dan Sullivan.

Welcome to 10X Talk, everyone. Okay, Dan, what are we going to talk about today?

Yeah, well, this time, Joe, you've done a lot of great work on some of my ideas and, you know, know, helping, you know, go into depth with them. But there's one that I would really love to go in that you did. And I just got it as an email last night, and it was a link to a video that you did. And I just found it absolutely fascinating on a lot of different levels. And the best title that I can give to this video is that Joe is showing you how to advertise your advertising. And just briefly, you know, I can explain it a little bit, just for a few seconds, but I'm going to have Joe, I'm going to actually have him talk about what he did in three minutes because it was an amazing marketing performance for me, you know, and I'm not a marketing genius like you, Joe, but I, you know, really appreciate great stuff when I see it. And, you know, I've been in advertising. I was a copywriter, you know, with a big ad agency. And, you know, I know how to do good copy and I know how to do good layout, but my mind doesn't operate on the same level that you do. But Joe, could you just very briefly explain the setting of the video and then we'll go into different parts of it and probably tell people where they can go to actually link on it. If they're listening to this podcast, maybe just watch it for three minutes and then come back to the podcast.

Yes. Okay, well, thanks. And what I will get, I'll give out the website because right prior to recording, I asked my team to set up a special because this actually was a much longer link that was part of a different page. But just to give everyone an opportunity to see this video, it is the number 25kgroup.com Toro like the bull, you know, T O R O 25kgroup.com Toro and you'll be able to see the video. And the reason I have Toro on there is because I have this little bull that is a remote control bull that's really amusing and funny and I won't tell anyone more. They have to go watch the video to see it. I think they will crack up. Now, that being said, I was at my office a couple weeks ago and there was actually less than that. It was probably, I don't know, 10 days ago. And there was a stack of magazines. Forbes, Success, Entrepreneur, Fortune. I'm running full page ads in all these magazines right now, including also Inc Magazine and including US Airways and Success magazine as well. Yes, yes. And there also this current issue of Forbes as the time we're recording, this has a full page, a new one too, which actually has a big picture of you, which is awesome. And you're the top coach in the world for successful entrepreneurs. So I thought that was a really good way to have you as a testimonial for the Genius Network Mastermind, you being one of the biggest geniuses I know. So I have all these magazines in front of me and I say real quickly to my team, I was like, you know, we shot this with an iPhone and then I had my video guy edit in some really nice footage of just pictures of the magazines. And we're running all these full page ads. And I said, let's just do a video so that we can send out an email to our list where we are showing them that I'm in all of these magazines. And I will turn it into a promo piece to not only promote my New York event, which is what all of these full page ads are doing, the annual Genius Network event, but also it'll be instructive so that I can actually tell people how to follow my advertising and why I'm doing it. Because I'm spending six figures on these magazine ads. This is not cheap, and I'm just doing all of this stuff. And so it's a technique called advertise the advertising. And there's many different forms that this takes back before the Internet, people would run ads in magazines, full page ads. And then before someone would get to the ad, say the full page ad was on page 20, they would run a small ad in column ad on page five that says whatever your deal is, if it's lose weight, it was like lose weight, see page 20. And it would advertise the advertising. Or you'll see it where someone will say, we're running ads in USA Today, check out our, check out our ad in whatever magazine, or see us in these stores, that sort of thing. So advertising, the advertising is taking place all around us all the time. Most people don't even pick up on it because most people don't even pick up on much advertising that's being done. But it's being done in all kinds of unique ways. So this was simply just popping up a video on YouTube and talking about how I'm in These different magazines. But really, really thinking it through now, I could go on, but I want to stop there and.

Yeah, well, one concept that I use in the program is the distinction between front stage and backstage in any kind of presentation. So, you know, it's a theater term. You know, that if you go to theater, you basically go there to see the front stage and the magic of the front stage. And, you know, if you. There's a backstage interruption, you know, something falls backstage, or you can see the stage hands from the wing. You know, you can see them there, and they're, you know, they're kind of lounging and they're drinking while the play's going on. It destroys the magic. But the one thing that I've also noticed is that people oftentimes appreciate the. How the. What happens in the backstage to create the front stage experience. And I just wanted you to talk a little bit about this, Joe, because to a certain. What I got is Joe is letting us in on his world. He's taking us. He's just sitting right in, you know, his seating area, right in his office, and he's kind of giving you sort of the inside scoop on something. He's doing it and why he's doing it. And he isn't just, you know, sending the ads out to you. He's actually explaining the whole logic and the thinking and talk a little bit about the power of that, because it certainly grabbed me. And I, you know, I was just fascinated, I mean, on a lot of different levels by your doing this. So, you know, just talk about that sort of intimacy, that inside look.

Yeah, well, okay. Well, a lot of people, you know, they want to know how it is that I do what I do and how we do what we do. And it is very instructive. If you want to learn marketing and advertising, you have to study marketing and advertising. You have to get on people's lists. You have to read what it is they write. You have to watch the videos. You have to look at their communication, their conversion. You need to look at what they do with a name. Some of the best learning that you could ever get is watching other people pitch and promote and sell and persuade what it is they're doing and how they're doing it, especially because they're spending the money to do it. So before you invest your money trying to sell what it is you're selling, you should look at models, different models of how other people are setting up the sale, how people are making the sale happen. And what's really funny, you can even look at this episode that we're doing for 10x talk right now as advertising, the advertising of the advertising we are advertising now because I will get into this how I advertised the advertising that I was doing. So we're even going much deeper into the backstage and dissecting one video. But this one video was really a setup for other things. It wasn't a video that was designed to get someone to watch this video and then go sign up for my group. It was me simply going out to my whole list and showing them what I was doing, including people that don't even qualify to come to the group. Like many people that are on my list are very small businesses and they don't qualify for the New York event, they don't qualify for 25k, but they aspire to learn how to do better marketing. And I said, here's an opportunity for you to see what I'm doing that I'm spending six figures on to look at my advertising and see what I'm doing. Because I'm not even 100% sure all of this is going to work, but you'll at least see the different ads that I'm testing. Let me frame it this way. Dan. There's something that Gary Halbert, the late Gary Halbert, would always say that just made sense to me and I hope it makes sense to everyone listening, which is there's three things you need in order to sell something. You need a product or service, whatever it is you're doing, and hopefully those products or services have experiences attached to them. So they're not commodities. So you've got a product or service, you need a sales pitch or a marketing message, and then you need a delivery system. And what most people that have something to sell put most of their thinking on is what it is they got, what's their product or service and how do we tell people about it? Do we do that through online marketing like social media and websites and emails and apps and Facebook and Twitter and LinkedIn and all that? Or do you do offline stuff such as tv, radio, direct mail, billboards, yellow page ads, postcards, radio, face to face selling, that sort of stuff? And what I always say is, okay, we've got all these, I'm going to spend the money running these ads. And the whole purpose of running an ad is to not just look good and build a brand, it's actually to sell something. It might not be immediately from the ad, but it could be the seed that I'm planting. So I think of advertising, it was defined once Years ago by a brilliant ad man. As advertising done effectively is, is salesmanship multiplied. That's really what advertising should be. It should take a great pitch and it should multiply it. So you're not. So I think of advertising as canning and cloning. What it is that I'm trying to say, spending money, in this particular case, the media, the delivery system would be magazines. So I have my annual event, my 25k group, and I've got all kinds of amazing speakers at it, including you, who I prominently feature in all of all of the ads. And I've got people like, you know, Peter Diamandis and Kevin Harrington from Shark Tank and Brendan Bouchard and Tim Ferriss and Dean Graziosi. And we got quite a few strategic coach members.

It's a lot of people.

Yeah, a whole bunch of people. Anyway, so I've got all these awesome people. And so I'm of course name dropping. It gives me an opportunity to talk about how I'm in all these magazines, how you should go look at my. And if people have already watched the video, which hopefully you have, if you haven't, I'll give the site out again. It's 25kgroup.com toro and if you can watch that, if you haven't already, while we're talking about it, it'll give you more context. It's only a little over three minutes. And I basically just show the different magazines, explain who's speaking at it, and instruct people to go pick up the magazine so they can actually watch and spy on my marketing that I'm paying again over six figures on. And you get on the list and see what it is I'm doing, just look at it. And I will continue to give people feedback on how well these things are working, which I will. So people that are on my list, I will let them know, here's the winners, here's the losers. But the thing that's instructive for everyone listening here is going back to three things you need in order to sell something. You need a product or service. You need a sales pitch. You need a delivery system. Well, I'm already spending money on these ads. I already have the sunk cost of these ads. So how can I make this already existing cost even more powerful? Aside from waiting for someone to go pick up a copy of Success magazine, Forbes magazine for Fortune Inc. Entrepreneur. How do I drive them to go and pick up the magazines? And what it does is it not just might get more people to see my ad, it might take people that already subscribe to any of these magazines or read them anyway to pay special attention going through the magazine which they may not even read, but hopefully now I've persuaded them to go find my ad. And so I've really created a virtual treasure hunt.

Yeah, it's really interesting, Joe, because I was immediately motivated to action with it. And I immediately sent you back an email telling you how I was going to use your little three minute thing. Because I consider it really, really important for a strategic coach participants, especially our 10x level, to really expand their horizons in understanding all the marketing capabilities that could really multiply them personally and multiply, you know, their processes out in the world. And I wrote a long sales letter which you know, is bringing people to 25K. And I consider this, you know, a strategic partnership with you. But I was thinking, you know, I've got about, I've got about 11 groups coming in over the next four weeks. And I said, well, I don't want to go back with the same message. I want to hit it totally differently. And I wasn't quite sure how he was going to do that. And I said, I'm just going to show them the video and you know, of your thing and I'm going to talk it through. And fortunately I've got you in three of those workshops so that you can be on the scene, you know, that you can, we can talk, talk it through and you can give not only a video tutorial but you can actually do a Q and A and explain everything, how you're doing it. And that's great. And then the other thing is that we're, you know, we're, we're doing this interview on 10 Times Talk and I'd like to turn this around really, really fast and have people actually listen to the 20, the 10 times talk which actually advertises the video, which actually advertises your advertisements in the magazine, which advertise your 25k. But the other thing along with that, Joe, I just want to get in one more point. So I was totally motivated on how I could expand, you know, readership and listenership for the event just by picking up and extending the advertising a little bit more. But I would say here that you're actually by demonstrating this one technique, advertising your advertising, you're giving them a really clear picture of exactly what your other 40 experts are going to be revealing when they come. And you're just giving one technique, one aspect of marketing, but you're actually demonstrating this is the kind of value and there's going to be 40 more tutorials like this when you come to 25K. And that was the beauty of it. You didn't really say that, but that was the impact for me is that, good heavens, you know, if you just watch this three minute video, it could be worth an incredible amount. But think of this multiplied by 40 and then being in a room with, you know, 120 to 150 people who are all talking about how they're going to apply what they're learning. I mean, it's just a huge multiplier. So I found that really fascinated that you actually role modeled the thing that you were selling.

Yeah. And, you know, thank you for saying that and the fact that you picked up on that. See, because I do, I watch television sometimes more to see commercials and promotions than I do to per se watch television because I'm not a big television viewer. But I love seeing certain pitches done in a certain way. When I read magazines, I'm looking at promotions and I am demonstrating exactly what it is I'm doing. And a lot of people will look at something that's selling something, but they will miss the lesson. That could sometimes be the strategic byproduct of seeing a great pitch is, man, what if you could use that yourself? Because it is a very instructive and amusing video. I'm also comical in it. I pull out this little mechanical bull that has a battery operated thing on the belly and say when this bull goes across, it starts out, it says, hey, toro. And then I put the website up for where they can go next. So it's actually a lead generator and lets them go to the next page to get more information. And then of course, I put up a plug at the very end for this podcast for 10x talk. Because if they don't go to New York, if they can't make it, if they don't qualify, if the dates don't work, whatever the reason is, I want to give value. It's a continual drive to deepen the relationship and connection with me. Also, I'd like to share this, Dan. A lot of the leads that we're getting from these magazines, they're not able to make New York. They're not able to make that event. But a lot of these are very high level entrepreneurs and you bet that if they cannot make this, I want to, you know, make suggestions that would be valuable for them and get them to sell. I mean, I'm not running these ads just to get my name out there. I'm here to make a sale. So a lot of these People will be recommended to join Strategic Coach, which of course further deepens the partnership and relationship that we have. So there's many elements going on here.

Yeah, well, what I love about it is that the ads are costing you 99% of your marketing budget here. But you know, there may be people who just watch your video and in the end result, there may be more people who sign up as a result of your video, about your ads than from your actual ads. But you couldn't have made the video if you didn't make the investment in the ads. And I should say another thing. You know, you and Peter Diamantis have this great, you know, concept which is called super credibility. And you know, you kind of make a joke of it, but anybody who can spend in a month six, six figures in the hundreds of thousands of dollars to be in six prestigious magazines, you're just saying something about yourself. You know, there's a super credibility about it. And you know, and that goes along with who you invite and who you're, what you call your Shamu's at the conference, you know, who are the headliners. And there's another level there that you're just saying something about yourself and you're saying, I'm just spending this money to do a test. I just want to, you know, and you're instructing people, look, you get, you've got to invest and test out to see what's going to work for you.

Exactly. You know, in the, in the real world they call it failure. In the marketing world, they call it testing. And when I'm able to bankroll a boatload of money to see what's working and what's not, it's of people's best interest that are in the field of marketing and advertising to pay attention to this because they're going to learn on my dime something that could either make them a ton of money or save them a ton of money or a little bit of money. But certainly people just pass this sort of stuff every day. You know, I mean, most people that are running ads are not going to give you an inside peek on what they're doing and how they're doing it. So I truly believe it's incredibly instructive. Let's take Paula Abdul. Paula Abdul is in 25K and she's eccentric and funny and interesting and she literally wanted to do a 10 minute talk and she's in the magazine. She's like tickled that she's in Forbes and running ads. I'm getting calls from people that are speaking at the group. And even I'm getting contacted from people that are seeing the ads that have not reached out to me in a long time, that are colleagues and very well known people, and they're signing up. One thing I have to share, and I won't share his name. People, literally, they'll see him when they come to the group. I had a billionaire, real billionaire, one of the wealthiest guys in the world actually has one of his attorneys who's in the Strategic Coach program, literally showed him the letter that you had sent out and said, have you heard of Genius Network? And so he reads it and he like, literally, I get an email from his assistant saying that he wanted to speak with me, and this guy has thousands of employees. And so I call him up, he's like, you know, what's this Genius Network all about? And I'm like, how did you hear about this? He tells me the story that one of his lawyers, Strategic Coach, knows Dan Sullivan. You know, he's heard me talk about you before because I'm really great at advertising you because you're awesome and Strategic Coach is awesome. And so he's like, what's Genius Network all about? And so I told him about the annual vet in New York and he signed up himself and one other person who's very well known. And so that's another form of just how your advertising and promotions can circulate and find their way. So by doing this video, all I'm doing is continuing to throw the seeds that are already out there. I want this to perpetuate in all kinds of different ways.

I just have a couple more questions. They're sort of contextual questions, Joe, about this. The first one is that I know from your history, which we've spent a lot of time talking about, you're beyond a quarter century now that you've been a full time student of marketing and literally talking with hundreds of people. And if you sit back and just look at this video as three minutes of what you're capable of now compared with where you were when you were 20 years old, what's this really tell you about the progress that you've made and the kind of wisdom and understanding that you've mastered over that quarter century, Because I think people, you know, people see a lot of people in public life and they see them at a very high level of skill, but they don't realize that this had a beginning which wasn't as skillful. They had a, you know, they had a beginning that wasn't as confident. And I think a Lot of people would be really, really interested in you just using this amazing, multidimensional, really sneaky, you know, kind of shameless. Shameless thing that you do as a representative of how far you've come in 25 years.

Yeah, well, I will say it is. It's definitely shameless. Self promotion, I guess we could label it that way. And I have no qualms about that whatsoever because it ain't bragging if you've done it. And so a lot of stuff that I'm talking about, I've pulled it off. And I've pulled it off by really putting a lot of work into it, really creating a lot of value as best I can in bringing together a genius network. What started out as genius networking, just going out and finding industry transformers and learning from them. And what started out as interviewing a lot of people in the beginning has now become me for facilitating the highest level group in the world of its kind. And of course going back to my entrepreneurial career, I mean, it started as young as knocking on doors. I remember I used to jump fences in gated communities to sell newspaper subscriptions in places where there was no soliciting allowed. So like we were saying earlier, the skills that I have today would get me in trouble and kicked out of high school when I was young. So it's this continual honing of wanting to sell, wanting to position yourself, wanting to just go out to the world and make a statement. But in the beginning, you may not know what the hell you're quite doing, but you learn it. So this is the accumulation of reading many, many books, developing a skill out of necessity, which is marketing in a carpet cleaning company. When I was really young, my first business, because I needed to eat, I needed to survive. Never thought that I would be in the business of writing courses, teaching people, and now working with some of the highest level people in the world. But this was developing a skill that is rare and valuable for most people. There's a book I recently read called so Good They Can't Ignore youe. And that comment came from a conversation with Steve Martin and Charlie Rose. When he asked them about how he became, you know, really skilled as a comedian. He said, you got to be so good they can't ignore you. And what a lot of people do is they try to. It's a book about how skills trump passion, where a lot of people just want to find their passions when they're like, well, you know, that's not how most successful people do it. Most successful people develop skills that are rare and valuable and create career capital out of it. And that's how they find work that they quote, unquote, love. Being passionate about something but not having any skill in it is useless unless you just want to basically be a fraud. In the beginning, I didn't have those skills and I didn't develop them. That whole concept so ties into what Strategic Coach truly is about. Identifying people's strengths, helping them develop them, identifying who you want to be a hero to, and directing that sort of stuff. So for me, when I look at that video, I didn't even really look at that video until you pointed it out. It's just something that I do. It's kind of like, how do you explain to a fish what water is? It's a fish in water. But thinking about it, there's a lot of little things that I do because I just piece it all together. I've got something to sell. I'm already spending money on advertising. I want to share it with people. I want to be, be funny, I want to be chummy, I want to connect with people. I want to do something useful to my list and boom, put it out there. But I never could have done that in the beginning because I wouldn't have known even how to think about that stuff. And I didn't have the money to do that stuff. So the continual building. We're on 10x talk. So building and growing a business and making more money gives you the ability to do continually grow and leverage yourself. And this is just one more way to leverage something. In this particular case, space advertising in magazines.

Yeah, this is really interesting. That question was about the past and now I'd like to ask one about the future. You know, Joe, you're a real risk taker and you'll just take actions to see how the world responds. And I have a concept in Strategic Coach that I call strategic byproducts that you, you do things for a particular reason. But as you're moving towards the goal of actually accomplishing what you want, things get created off to the side, which a certain period down the road actually turn out to be much more valuable than the thing that you were originally intending to do. But you wouldn't have gotten those strategic byproducts if you hadn't committed yourself just to pull something off and from your experience. Because I know, you know, a lot of Genius Network is just really a compilation. It's sort of a vast collection of strategic byproducts, relationships, skills, capabilities, resources, doors that open to you if we're, if we're talking six months now after you've put out this video. Can you anticipate some of the beginnings of the strategic byproducts that you think you're going to get out of this? Because, you know, I mean, probably my interview with you is probably one of the strategic byproducts. The fact that I'm going to use this in my workshops over the next two months as a real inside view of who Joe Polish is and the kind of value you get out of 25k, that's probably. I mean, you didn't anticipate that when you put the video out. That was just my response to it. But I'm just wondering if you're seeing any of these other strategic byproducts kind of forming and these were things that you didn't think about at all.

Yeah, you know, first off, I love the concept of strategic byproducts. When I first learned it from you, I realized that my entire progress and the greatest things in my life did not come out of the pursuit of just certain goals. They came out of the things that happened as a result of pursuing those goals. And all of the greatest things in my life were the strategic byproducts. And if I was pursuing a silver mine, I ended up finding a gold mine because I was pursuing a silver mine. And had I not pursued the silver, I never would have found the gold. And so the strategic byproducts of all this are huge. What I think is going to happen, and there are some things that I, you know, have thoughts about, some I don't know yet that I won't mention because I think it's good to just demonstrate it instead of talking about it. And also the things that have happened and will happen. There's a sign I saw in trying to think of a small town outside of Arizona. It was in front of a storage unit and it said, you don't build a great reputation by talking about what you're going to do, you actually do it. So as I talk about stuff, I actually do it. And what I think is going to happen is right now I'm promoting New York and recruiting people. I think one of the strategic byproducts of I think 25k will be completely and totally full. And so it will be less about like a 12 step group. It will be more about attraction instead of promotion, where I will be for whatever. And I say that with a caveat, that I am a big believer in advertising. I'm a big believer in putting things out there because a lot of People won't find out about things any other way. And some people brag about how they are real busy and they don't have to advertise. Well, I think if you can spend a dollar and get $5 back and to not do it, as long as you have the capacity to deliver and ship and competently and provide the value, you shouldn't be bragging about not advertising. You should get a little button that says I'm an idiot because I'm bragging about something like that. It's ridiculous. So I'm a big believer in advertising. The type of advertising and promotions that I will see as a strategic byproduct will be not about who I'm looking for, but who we're not looking for. It'll be more about qualifying. It will be more about exactly who we want by demonstrating who we don't want so that we get the very best sort of clients. And you're very much the same way. I mean you have qualifications for strategic coach, you want right fit clients. So I think the level of person that I'm going to be working with is going to be much greater. I think this will become the launching pad for what I'm going to do with the future of some of my marketing, which is I own own spacemarketing.com, it's not developed yet as a site. I own space advertising.com, i own spaceuniversity.com with the work that I've done with Peter Diamandis, that I will be doing with Richard Branson, with all these people that are related to the space industry. There's a big play that will take place there and I will either do that myself or with partners. This will be the catalyst to that I think 10x talk that we're talking on right now. I think the listenership is going to be much greater. This will be what the highest level 10x thinking achievement minded entrepreneurs will be listening to. And I think I'm going to have a tremendous amount of more free time because through the process I'm realizing there are certain games that are being offered to me that are more exciting than games I'm playing now or have played in the past. And I'm going to, I'm going to drop those games because I only want to play games that are really exciting with the right type of people. And the positioning is fantastic from a strategic man. I mean we're doing 10 minute talks at New York where people share a best practice or strategy worth a quarter million dollars. And after hearing Those things at my own event that people pay me to come to, I hear what the people have to share, and there are so many byproducts out of that. So what I'll do is I'll pick the very best ones. And in order to make sure I implement those, I have to be very diligent about what I don't do, what I don't spend my time on. So I think, yeah, yeah.

I mean, it's really interesting because there's a lot of education around marketing. But, you know, I mean, if I was put to a test and I said, you have to teach a marketing program and it's got to be 30 days in a row and you get to choose any materials, I'd say, I just show your 3 1/2 minute video on the first day. And I said, so what are you seeing in this video? And then people would talk about it and just say, so what does this tell you about something that you can do? You know, you're not doing what Joe's doing, but what could you do? And then the second day I'd show the video, the three and a half minute video. And I said, well, what'd you do? What'd you think about overnight? And what'd you see this time that you didn't see yesterday? And I bet I could keep people going for 30 days and the 30th day would be a lot more exciting than the first day. So I think it's a. I think it's a universe of marketing wisdom in three and a half minutes. So I just recommend people probably just look at it and just see something new every day, watch it 30 days in a row, and you'll be amazed at how much your knowledge builds up. So thanks a lot, Joe. I thought it was a real gift and I really plan to share it.

Yeah, awesome. Thank you, Dan. And I'll wrap up by saying that the URL one more time because some people may even listen to this after the New York event is over. But I'll still leave it up there so it's instructive. And people can find out about the future event that we got. And people can find out about Strategic coach by going to 10xtalk.com and they should look at what both of our companies do. They really should. They should look at our websites, they should look at how we promote. Because all of these things that we Talk about on 10x talk are what we do. I mean, 10x talk is the perfect example of letting people in on our businesses, our lives, other successful people. So it's 25kgroup.com Toro T O R O Like the Bull A technique that I would recommend for everyone is if you've ever had an article written about you, a lot of people are like, oh, I'm going to be in a major magazine or I'm going to be on tv. Well, the real value is not that. The real value is what you do with it. I mean, people hire PR agencies to get them pr, hire marketing agencies to take the PR you've already got and to do something with it. I mean, I started my carpet cleaning training coaching business to that industry, transformed an entire industry by teaching them direct response principles. And whenever I had articles written about me in the magazine, I would then reprint those and I would send them out in a direct mail piece to make sure everyone read my article not buried in the magazine. When I was on ABC's 2020 doing a segment with Barbara Walters and at the time the investigative reporter Arnold Diaz about anti bait and switch techniques in that industry, there was 20 million people that viewed that. But that was in 1999. To this day, people still go to EthicalServices.com was born out of me doing a segment on unethical advertising and how to find the right carpet cleaners by doing a story on something as mundane as, you know, not getting ripped off by a carpet cleaner. So everyone that's listening that has any sort of PR has got any sort of favorable stuff that is running any sort of ads, go and leverage it in all the different ways that you do. And keep listening to 10xtalk.com because we will cover all these types of topics and more and you will learn all kinds of strategic byproducts. So Dan, thank you for really highlighting my video. I hope people find it really instructive and as as I will start saying as much as I can remember it on these episodes. If you've heard something here that is useful and valuable to other people. If you have anyone in your world that is spending money on marketing and advertising, share this with them. If you liked it, please post it on Facebook and all the social media. Tell other people about 10xtalk.com and we will talk with you next time. So thank you. Sam.