Results-Based Marketing: How to Craft Effective Branding for Your Business Featuring Dean Jackson and Joe Polish - I Love Marketing Episode #423

If you like the strategy, is this something you want to have on your tool belt, your toolbox, your tool shed? Because what happens with so much marketing is it may work, but it's not exploited. And if you hear an idea or a model and you're able to use it over and over again, like Dave Kekich, one of his Kekich credos is, you know, a few basic moves produce all results. Like a few basic moves produce all results. You know, with anyone in martial arts, you know, they don't learn 4,000 moves. They learn a handful that they do 4,000 times in order to have mastery.

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It'S like picking a day that you designate for a really important activity in your business, which is marketing. And so when me and Dean started the I love marketing podcast, the whole point behind it was if you're having conversations with other people that you know, know, like trust, you have a sounding board. Who else could benefit from hearing that conversation? And Dean Jackson, as many of you know, Dean Jackson invented the squeeze page where you enter your name and you or email and you go to the in order to go to the next page. So Dean Jackson invented that in 1997 for stop your divorce.com, which was a ebook that he had written on stopping your divorce. And so that whole invention of his, from a psychological standpoint, changed the course of history for marketers. And now many people utilize something that started in Dean's crazy brain. Now, I don't know how many of you do podcasts, but one of the ways to leverage it is to build like some sort of meetup groups around it in person or virtually marketing.

You know, we always talk about it as the difference between sales and marketing. And marketing is everything you do to get to the point where you're in conversation with someone so that you can start your sales process or the market for anything, the auto market or the beverage market or the real estate market, whatever they talk about is this aggregate of individual micro transactions between one person and another person and the extent, the number of those that are happening, when you put them all together, get the scope of the market. And I thought it's the same thing for brand, right? The reason that Coca Cola has such an amazing brand is that they've done an incredible job of establishing that brand in the hearts and minds of billions of individual people. You can't establish a brand on A group, right. You can't do it on the scope of things. And so that's good news because you can only do it individually. Right? So I started thinking about it in terms of that. And what is it that we're actually trying to establish? What does that mean? Establish a brand. And I came up with an acronym for it that I think really hits it on the head. What we're trying to establish and what Coca Cola has done, what Budweiser has done, is they've established a brand, A B R A N D of a buying reflex affecting now decisions. That's what a brand is in my mind right now. They've established a buying reflex that when people are presented with, with the choice to do something or the opportunity or the need to do something, their decision is guided by this buying reflex. And so when you go into a restaurant and you order a meal and somebody says, what would you like to drink? Billions of people have been programmed to say, I'll have a Coke. And that's an interesting thing. Now that doesn't mean that you can't overtake an established brand like that. It's just that it takes years and a lot of time and money to establish those individual brands over billions of people. It's the scope that they've done, it really comes down to harmonizes with our eight profit activators in the terms of selecting a single target market. Because you're going to have to establish that brand in the hearts and minds of one person at a time. You can't install a brand in a group of people without individually establishing that brand among them. How can we establish that buying reflex in all of our clients and all of our prospects, the people that when faced with a buying decision, that we become the buying reflex. So it's either happening accidentally that people are. They have a reflexive reaction about your. About your brand, or you're orchestrating it. You know, you've thought it through and you're consciously shifting the way that people perceive what it is that you're trying to portray. I've really come to the point that there's only two time frames. There's now and not now. And that's the whole thing. And it's okay if it's not now. Everything I'm doing, all the communication that I'm making to people is really geared towards when it is now that I know that they have a reflex. That's why every single email that I send out says, whenever you're ready, here's four ways I can help you so it's not that I'm going content, content, content sales or content content. And then the every fourth or fifth email you're selling something is, I'm giving, giving, giving, giving, giving, giving, giving. And at some point, whenever it's now, here you are, here's four ways I can help you. And it's always there so that people know they're never, they don't have to go back and look for that offer that I made. They go, just search Dean Jackson. And in your inbox, any of the emails are instantly a link up to whenever you need help with email, whenever you want to come to a breakthrough booth, or whenever you want to write a book, any of that stuff. That that's what, that's what everything that we're doing is to establish that reflex for people.

If you like the strategy. Is this something you want to have on your tool belt, your toolbox, your tool shed? Because what happens with so much marketing is it may work, but it's not exploited. And if you hear an idea or a model and you're able to use it over and over again, like Dave Kekich, one of his Kekich credos is, you know, a few basic moves produce all results. Like a few basic moves produce all results. You know, with anyone in martial arts, you know, they don't learn 4,000 moves. They learn a handful that they do 4,000 times in order to have mastery. So in terms of your tool belt, toolbox, tool shed, one of the ways I would explain it to my carpet cleaners, because that's how long ago I started doing it when there was no Internet, I'd be like, well, you want to have a free recorded message on your tool belt. You want to use it every single day. You're going to have it on business cards. You're going to have, you're going to have it on the side of your van. You're going to use a consumer awareness guide almost daily, you're going to have a lead generation ad almost daily, then a use frequently like a tool. So your tool belt would have like the free recorded message. Toolbox would be like a monthly client newsletter. You're going to mail that out every single month. And a joint venture, you're going to use frequently. And then like a client appreciation dinner or like a holiday or Christmas campaign.

There's something that you can do twice a year that you've got an annuity to bookend the spring and the fall. If you're a home service business, we do for 90 minute books, we send out at the beginning. And this is what's crazy is that the first of every month we send out a nine word email to the list and say, hey Joe, would you like to get started on your book this month? Just book in the subject line, hi Joe, would you like to get started on your book this month? And every single time we send that out, 5, 6, 7 people reply and say, yes, this is the month. They know that that's there, they know what we do, they know that they want to do it, they haven't gotten around to it. And just gently asking them, would you like to get started this month? They reply, so Christmas is one of my favorite things like that because you've got, you know, it comes around once a year. We did a campaign where if you're selling e commerce stuff or you're selling from a physical location is putting together a little Christmas wish PDF that shows your most popular things of what might be great things like if you remember getting the Sears Christmas wish book, when it would come in the mail, you would go through and you'd like, you know, highlight the things that you'd circle the things that you wanted and then you'd kind of leave it around so your parents would see what you wanted. And so we started to kind of design a campaign around that to send out an email to do a little email for people that says, hi Joe, I figured out a way for you to get exactly what you want at Christmas. Click here. And then we take them and it shows a video of showing people the Christmas wish catalog PDF that you can download and say, here's what you do is you print this out and then take a highlighter and highlight the things that you want and then leave it around the house so that people will see what it is that you want for Christmas. And we've had it's kind of fun. We did that with a ski shop, with Lane Bowers, with his barefoot water skiing stuff, with fishing guy, with all kinds of anything that would be physical goods that you could, that you could do. It's pretty amazing, you know, when you start to develop this little calendar of annuities that you can pull out at just the right time. So you know, I did a book years ago called the Self Milking Cow and that was what I realized is that the frustration that most business owners have when they are growing their business is that they get frustrated with trying to be a self milking cow, meaning they're trying to make the milk and milk themselves and pasteurize it and take it to market and package it up and send out the invoices and sweep up the shop and do everything. And at some point, when they realize that they're a cow and they're the only one in the organization that can make the milk, they then to realize that the very best thing to do is to focus on just making the milk and organizing, aligning with farmers who can do everything that's not milk making. And that allows you to roam the pasture. This is my world. I set up for myself that I roam the pastures, get ideas, get exposed to people, get meet and be out in the world, come up with ideas, get them all going in my brain, and then I come into the milking shed and get them all out into a digital format, and then they go to the processing plant and everything else happens from there. So I realized that for me, we draw, when you think about any process anything that you do in your business, we. We draw very consciously what we call the milk line. And I look at it that of all the things that I do, am I doing something that there's anybody else in the world that could do? If there's anybody else that could do it, then it's not my milk, it's not me making milk. The thing that I do with all of these podcasts is the only thing essential that I do is talk. So that's why we set it up so that all I do is dial in, I talk and I hang up. And then everything else happens by other people and including sending out the three emails a week that we send out, I don't write those. I spoke them on the podcast. But I have a writer that takes the transcript, turns those into three emails a week that go out with the super signature. And I don't respond to those because I wrote the initial responses to People. So we have email baristas who respond to all of the emails. I do my breakthrough blueprint events because I'm the one who does them. That's what is the expectation. But everything else about filling them and organizing the logistics for people to be there can be done by other people. So this is a constant reminder to continually drive everything that's not milk, making a way to free up my time. And that's where we ask, you know, who. That's where who not how came from is asking that question is, who else could do this? Not how do I do this? Because how is a linear you gotta do it question and who is a multiplier? Who is the speed pass? You can get somebody who knows how to do it. They're gonna bring the how with them, and they do it. So now you're free to to do more, think about more. What's right, what and who are the two big entrepreneurial questions that every cow should be spending their days. It's all underneath why are we doing it in the first place? If you know why you're doing what it is, then it comes down to, well, what are we going to do?

Right?

Who can do this? And that's really it. Once you're clear on your why, don't.

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