The Impromptu I Love Marketing Meetup Group [Part 2] - I Love Marketing With Joe Polish And Dean Jackson - Episode #73

I'm dean jackson, he's joe polish. And this is the I love marketing podcast. Still being Jackson.

I am still Joe Polish. There we go.

We're still in Tempe.

And yeah, this is now this is a continuation. So if you're listening on I Love Marketing, then you are hearing part two of a I Love Marketing meetup group where the first one we. What did we do?

First one?

Q and A. We did Q and A. Was it good?

Yeah, it was pretty good, wasn't it?

How many of you thought it was really dull? How many of you thought it was pretty awesome?

All right, good.

All right. See, we need vocal stuff because people can't see hands.

We need the little whistles and the clappers. All right, so good.

All right, so we've only got a handful of people here in the room. And so what we're going to do.

Now is what this time let's go a little deeper with somebody's business and let's kind of go and look at where there might be some breakthrough opportunities for a couple of people here rather than just do a bunch of questions.

Who has something where you need to address an opportunity that you want to reach, that you like? Some guidance on a problem, A challenge.

Yes.

Who you are, what you do and get to the point.

Okay. My name is Sandro Marino and I am working with an adventure travel experience. And what I'm working on right now is changing the way I had originally put it up to really have it for a business travel adventure versus just the travel adventure itself.

And so you're trying to tie this into business travel adventure, right?

Exactly.

Versus vacation. That's both.

That's number one.

That's great.

Does anybody else have another business?

I know it works and.

Well, it's not modern life, though, you know, now you. Let's not even do it. Disconnect. Let's just keep them tied in and give them the illusion they're gonna have.

A vacation when in reality you're just.

Gonna work in a different place.

Well, for example, Janik Silver. You're friends with Yannick Silver. Well, I just learned of him just within this last year. But I put up my site and my travel excursions four years ago, but I left them open ended. And you know, my network is entrepreneurs and business people. So those are the people that coming down and having these awesome trips that I put together for them in Brazil and Argentina. But being that I was living down ayahuasca, brainstorming. Ayahuasca. Yeah, I'm just kidding.

No, it's like. It's sort of like it's. Some people consider it a medicine, other people consider it a drug. But yeah, there are literally groups that do spas, like.

Oh, you mean like in Ecuador and stuff like that? Yeah, I've heard about.

I was just trying to make a joke, so.

And somebody told me about Yannick Silver. So I looked at the site and I saw how he's, you know, more or less how he's. How he's packaged his experiences. I don't know. Yeah, exactly.

I've gone on a couple and, you know.

Okay. Yeah, yeah. Okay. So what it's like you have to prove you have a million bucks and $25,000 membership and then the trip fees. Right.

Yeah. So he. What he does is he. His niche is, you know, guys that are kind of like him, that want.

To their upper echelon, they're already got it all together in their network, or.

At least they appear that they do. You know, they know a lot of them dudes, a lot of real successful guys. And Jannik, you know, Janik likes mixing business and goofing around and playing. He's a smart guy and he. His whole thing is he ties it into, you know, really cool trips, brainstorming and contribution. So he always tries to tie it into, like, you know, helping kids, you know, so they'll do trips and they'll go and then they'll speak to young entrepreneurs, different countries, stuff like that. So he'll typically have, you know, maverick business adventures tying in. And what it does is it gives people an excuse to go, you know, shoot guns or, you know, go into Iceland or go, you know, jumping off bungee cords or zero G flights, because they're not just doing the thing, they're also brainstorming and they're also feeling like they're doing something cool because there's the contribution. So those are the three ways that he packages it.

Right. So my thought is, you know, I'm not sure how he's marketing it exactly. I know he has a lot of relationships. Relationships. I'm sure that's how he's.

Well, can you work direct? So I guess what's your house, you thought. Because Is it to promote and package your trips?

Right. What I'm thinking is, you know, maybe my trip should be focused not on. On the market that Jannik is, you know, tapped into, but maybe the. The entrepreneur who's maybe at six figures and above, you know, that is at a point where they've made some money, but they still have a lot of you know, things to get past, to grow. And I do it, you know, just similar to what Janik's doing in networking.

Well, if. Can you do joint ventures with someone.

Like Yannick, I would love to talk to Yannick about.

And you organize really cool trips, right?

And I do trips different. Yannick doesn't do trips in the places that I, that I would do them, like South America, as far as I know.

Yeah. Well, you want to call him right now?

It's probably too late.

He's been watching. Yeah.

11:30. Yeah, I'm Joe Pollard.

Just waking up.

Sometimes I forget who I am. You know what? Also I am like a part owner now of Taste of Blue, which is division of Bluefish, which is the highest level concierge service in the world. And so I can hook you up with Steve Sims who owns it, and they're starting a reality show. And basically what his main target is, or Henry's is what they're called. And they're high earners, not yet rich. So your target would be Henders, you know, high earners, but they're not yet rich. So they want to, they want to experience like a sort of, you know, live like a millionaire. But they're not going to do it daily. You know, they can't, they can't afford it. But they are very aspirational sort of characters. And it's kind of like, you know, you can reach a lot of these people through, you know, like guys that read Playboy and they read it. But guys that read or subscribe to Playboy typically don't date a Playboy model. You know, it's an aspirational sort of thing. People that read Rob Report typically are not rich. Some people are, but they're aspirational. So, you know, you really, if you want to look at like status aspirational sort of selling and stuff like that. And as far as Jannik's thing goes, Jannik is very marketing niched. He goes after marketers. That's what, you know, he talks about marketing. He loves direct response. He's a marketing guy. So he's, I mean, he's barely tapping into, you know, so as long as you're not knocking him off, I mean, he probably support each other. I mean, I would think let's call Yannick here.

But you run, you run cool trips, awesome trips.

And everybody that's been on my trip said it was like the best trip that I've ever been on.

Okay, what are we going to say to him?

Him?

What's he answered? Are you awake?

I'm Sorry for waking you up. You are now let's see. We should put it by the microphone so people and I love. Yeah. Ceru, is it picking up there? So one thing about. Come on, you punk, pick up. All right. So for people that I love marketing listening, Yannick Silver is thinks he's much smarter and cooler than he is.

Joe Polish calls at 11:30.

Can't be good. Sure. Okay. Janik, go to newlifestylesecrets.com There's a guy that is here with us, Sandro, that we want you to potentially talk with about doing a jv. We are literally. You are at a live I love marketing meetup group and this is also being recorded for Ilove marketing dot com. So Dean, what do you want to say to this punk since he didn't.

Answer the phone, I told him you wouldn't answer the phone at 11:30 at night. So we'll catch up with you. But dude, go check out this site.

Yeah. And anyway, if anyone is listening to I love marketing here, you can watch our. You can listen to our interview with Yannick because it's on ilovemarketing.com so. All right. Dean doesn't like you. Yannick, I just wanted to really tell you.

Here's how when we look at this. So if I, you know, we're going to go through the, the a profit activators with. If you're looking at your before unit, your during unit or your after unit, which one do you think that you need could use the most help with right now?

Well, right now profit activator number one is redefining my target market is what I'm realizing because before I just left it wide open and I shared it with everybody I knew and just I was getting referrals and just but you know, it was like attorneys, real estate investors and just random. But I wasn't targeting any particular market.

And does it, I mean, is there, would it be okay to travel or to target adventure travelers?

I mean to.

Oh, does it matter to you? Like why.

No.

Well, I'm saying to make an element.

Of the trip that is let's jump up to profit activator number five and deliver a dream come true experience.

Well, I'm thinking maybe like an industry specific. So let's say there's a group of real estate investors or that you're going so they have a chance to meet other people, you know, real estate investors where they can mastermind and create relationships.

Do you have trips that you do now or are you talking about perhaps something that you might do, do you do niche specific trips like that right now?

No, I haven't. That's. But I would still do the same adventures but target to make it a group specific, you know, so you know, the like minded people in the same type of, of business so they can network, mastermind, create relationships. Exactly. And create relationships because one thing I've discovered through all the years of traveling that I've done is that once you travel with someone, you get to know them really, really well and either you fall in love with them as a friend or a partner and, or you just know that you're not going to do business with them or whatever. But you know, I love everybody, so I make friends.

But you should try doing the liver gallbladder flush with somebody. I've done that before once with someone in the room. It's a very bonding experience.

Wow.

Him and Dean will never go back.

It wasn't Dean.

That would be a nightmare, you know. Yeah. So I had an experience with one of mine clients who was a former mentor of mine and who also became a very good friend of mine. And I was out of the country already for a couple years and he contact, we were in touch every few months and he was curious to see where I was and what I was doing. And he got me on Skype one day and he said that he had just lost a case over his business, which was a multiple six figure residual income and he lost it all. And you know, for a while, I don't remember, maybe a year or so after that he was looking at different business opportunities, how to recover his, you know, to make it again. And he got really depressed and I said, you know, hey Larry, why don't you just come down, I'll put a killer trip together for you, man. You got to come down here and check this out. And I'm telling you, just driving yourself crazy up there in the same environment that you know, you need to get away for a while so go on a mini sabbatical, you know. And so I talked him into coming down. I tried to get down, get him to go for away for a couple months at least, but he said no, I can only do three weeks. Okay, perfect. So I designed a perfect trip for him. A week in Florianopolis before Carnival. Took him to Rio for Carnival week in Rio. And then amazing time. And then we rented a car and went to some other beach towns and then drove down the coast between Rio and Sao Paulo. And you know, during that experience he, I said one thing, you know, I have one request that we do not talk about business for the first week that you're down here. You need to just get it out of your mind. And we're just, I'm just going to show you an amazing time and we're not talking business. And he said okay. And so, you know, second week, you know, it was Carnival, so we didn't really talk too much about it. But, but the last week when we had the road trip down the coastline, we started talking about a lot of things that he was looking at a lot of things. And during his experience he saw some things in Brazil that made him, he has a business mind. He's always thinking of business opportunities and what have you. So through that last week we had some great conversations and then after three weeks he returned and he started looking into business opportunities that we talked about while we were on that trip. Well, he eventually got, he bought into a franchise based on an idea and a conversation that we had. And now he has two locations making a quarter million piece in a year and he's looking to get two more in place. And that all came about, started with the conversations that we had on our trip and now he's, you know, he's back.

Well, see, part of your, you know, your original thing is how do we set it up? It's like, you know, having a good story, a good message, you know, really around results that the trips, you know, it's not just a cool trip. This. In this guy's case, would he, you know, get on video and be willing to kind of tell how this was transformative to him?

Absolutely.

You know, because you could call it, you know, for overwhelmed, successful people that just need to recharge their batteries, you know, you come up with, you know, something that the result of this trip is going to do and you have people that can speak to it, that are influential and you know, maybe he has a sphere of influence and can put together trips through you and things like that. But I mean, how long you been doing this?

I started traveling in 2004.

Let me ask you a question. Are you doing this because it's like something you like, so you're trying to take your lifestyle and build a business around it? Is it?

Sort of. Yeah, I started it off as a more of a hobby. I just put up a website and started promoting it. But now I really, I think a lot of people can really business minded people, I'm a business person. That's my network is business people. I think they can really get a lot out of getting there out of their own Backyard for a while to leave all the things that pull at them every day so they can kind of clear out their past a little bit to open their mind up more for the future, make more room for the future and at the same time go with people that are like minded so they can, you know, build new relationships, have awesome experiences and you know, create, you know, possible joint ventures and whatever else out of it, you know, coming out of it. So I'm sure that's what happens with Yannick Silver's trips too, I would say.

Actually, because I'm happy to put you in touch with Yannick and see if you can organize something for him because he's not like a travel agent, he's seeking out things to do. Yeah. If you, if you're able to assemble those, put together. Tim Ferriss, who's speaking at my event in August, you know, if you organize a trip with Tim, you know, he's got, and he loves it. I mean, if you get, you know, I mean, I'm not ever going to extend that. Tim will do this because he very much shies away about promoting something unless he totally digs it if something could be organized for him. And he really understands, he's a real good traveler. Oh yeah, he understands deals, you know, but if you can, you know, create something for a guy like him, you know, that one thing like that would be massive for the growth of your business. You know, I'll put you in touch with Steve SIMS. Check out thebluefish.com and watch my interview with him. That totally describes Bluefish. And after you do that, no, with Steve Sims who actually owns the new Sims. And listen to our interview with Yannick because I think we talk about Maverick business and Yannick for the last two years I've invited him to do the trips to Necker island that I do.

So I saw your interview with him and Marie.

Marie, yeah.

Yeah. No, Marie's a good person too. You know, for all her, you know, rich, happy and hot, you know, groups.

Yeah, she's awesome.

Yeah.

And it's funny thing is speaking of Tim Ferriss, I. The first time I ever heard of Tim Ferriss in the four hour work week. Guess where I was Florianopoulos, what he talked about in the book. I got a Skype call when I was in Florianopolis from a good friend of mine who's a real estate investor in 2007, just right after it came out in Florianopolis. And my buddy's like, buddy Joe. He's like Joe Loyacano. He says Sandro, I can't believe this, man. I just picked up this book and I started reading it, and I thought you wrote it, man, because you were just in Buenos Aires. I'm a dual citizen. I'm an Argentino and American and family ties. And so I was just in Buenos Aires for like, six weeks. And then I went to Florianopolis. I have friends in Florianopolis. And he's like, dude, you're in Buenos Aires, you're in Florianopolis. And I'm like, what is this? I never heard of Florianopolis before. Next thing I know, I'm picking up this book. It's talking about Buenos Aires in Florianopolis. Weird coincidence, right? And you got to get this book, man. And that's how I discovered, to be fair.

And you know what I would even. You can do with things like that, because he has, like, a big fault, you know, he likes that book bag of. Yeah, Vagabonding. And you know, where you actually take books like that by a bulk from the author, and you actually mail them out as, like, legions for promoting your trips and say, hey, if you want to, you know, organize trips that are, like, written about on page, you know, 72, you know, call this free recorded message, and you literally take the book as a grabber and you use that as a theatrical way to.

To pitch people.

Yeah. Remember the guy at the. At the platinum meeting that Greg, who sends out the DVD player in a frying pan?

Yeah.

I just thought that was a clever idea. At the 25k meeting, one of the guys, he actually sells a software and he actually sends out a platinum. Yeah, what did I say?

Oh, platinum meeting.

Platinum meeting. See, I just changed things. DVD players from Walmart has a video in it, and he, you know, sends them out to, you know, decision makers. He pays 80 bucks for the DVD and puts it in a frying pan and posts a note that says, watch this video. And it's just very theatrical and sends it FedEx. And people pull out a frying pan with a DVD player in it. How the hell do you not watch that dvd?

Exactly.

Anyone else have any. Any suggestions, anything you wanted to share? Say.

You notice how when there's unclarity, when you're unclear about. You're kind of uncertain about what the target market should be. It's difficult to go the rest of the way until you get that clarity first. Until, you know, and commit that, yes, I'm going to do adventure travel trips for dentists.

Yeah. Then we can be saying, okay, here's.

How we talk to dentist, start thinking about. We've selected that. Once you lock that in, it's like the first thing in the combination. You've got that. Now you can jump down and say, what would be a dream come true for a dentist? So who is it? Is it all dentists? Is it dentists who make a million dollars? Is it dentist dentists who are dental surgeons who. You kind of narrow that down. But when you start thinking about it, what would be a dream come true? And I fear some gay dentists going on these trips.

There you go. Now there's that much easier to do.

And guess what? The clearer you get, the clearer it is, you know, the clearer you get on who your target audience is, that there's. There's literally, Gay dentists is the clearest target market that I've even heard suggested.

I didn't even realize. It's not until you get into marketing where you actually see, like. Because there are publications just for the gay market, right? And there are. If you ask people that advertise, like, any service, pick one. Plumber.

Yeah, I shouldn't say plumber.

Carpet cleaner, you know, carpet cleaner. What's wrong with me? All right, so, Dennis. Dennis. Yes, Sky. Rex? The actual ROI on specific niches and, like, gay publications is through the roof. And, you know, I mean, I say it jokingly stuff, but it's like, pick a niche.

I mean, how many people go on these trips? How many people, like, what's the most.

The largest group I've done so far has only been three people at a time. But, you know, it could be, you know, so it's all been very personalized.

So, I mean, so is that the kind of thing, like, it doesn't like.

To be that small because are they three people?

Would.

Would you want to go on a trip like that with three people that you don't know? Or is that. Is it more people who, like, get two buddies together and.

And go, well, they can bring their friends, too, if they want. I mean, it doesn't have to be.

What's the ideal group size for you? Like what?

Well, I would think, you know, not larger. I mean, the larger the group, the more hassle it is to manage. So, you know, 10, you know, so.

We talked about that. 10 is a group size. What's the price range of the trips?

Well, for, I'm thinking to go, you know, so far, you know, I wouldn't make it for any less than, you know, 10 days.

Even then, minimum time, 10 days. And this is all getting clearer and clearer. We've got 10 gay dentists on a 10 day trip.

As far as the price point. Well, the price point.

I can't wait to read the comments on other marketing.

I'm just saying like, you know, I.

Mean it could be the gay market is a great market because they have a lot of money. I just remember actually I used to bartender gay club and we go to the beach. But no.

And you want to hear some funny story? I actually, I freaking had a friend that used to bartend. I mean he was totally straight and he would bartend at a gay bar because he would meet more women there than like anywhere else.

And the only straight guy in the place, like you're not straight. Oh yeah, you want to bet?

So keep going. 10 day trip.

10 day trip.

And you know, I'm thinking a $10,000 price point would be right on because as Joe was saying. And you know what, I looked at your video that you had with the Neiman Marcus example going through the brochure and I thought that was great. And as a matter of fact, I'm a subscriber to Success magazine. But I hadn't listened to the DVD yet. I popped it in the car all the way over here. So I just started getting here and Dan Kennedy, talk about what you were saying. And anyhow, so you know, at that price point I can really deliver a high quality experience. And that's what I want to sell is not the travel to go see a place. And so I've been there, done that, got a T shirt I want to create. It could be even better for 12,000. Yeah. But I'm thinking the minimum would be 10 days at 10 grand and it could go up from there. But I can, you know, with that there's enough margin to create a very unique experience that they will just never forget. It will be talked about and that's.

The kind of thing. But you can design that experience ahead of time, right? You can think that through, creating that dream come true. So now what you've got now. And I mean you can adjust this or you can go on the on and choose other markets because ultimately you're looking for a small group of people. So out of all the different dentists in California, or you can even narrow it down to a specific area, you're just looking for 10 gay dentists in California who like adventure travel. And you're going to create this incredible experience for them and you can design that experience ahead of time. Now you can go back and do the work of seeing how am I going to Compel those people to identify themselves as somebody who's interested. And when they intro, when they raise their hand that they're interested in something. And you know, we look at, we talked about, on these, we talked about these Fisher Investments ads that were on, they're on. I love marketing right now that, you know, just simple headlines. I mean, what's the conversation that's going on in the mind of a gay dentist who likes adventure travel that would stop him and compel him to call Dean?

Don't you already know the answer? I didn't even need to ask him.

But then when they call and educate and motivate them to meet you, what kind of package, what kind of experience could you put together that you would mail them, that would highlight the whole thing that would really make that trip come to life for them, that would motivate them to want to book the calendar to make it. And a lot of times when you package things up and you're not making it open ended or anything like that, if you pick certain dates that you've already got, even though you haven't booked anything or done anything, but if you pick suggested dates and people are going to choose from, you know, they start looking on the calendar, choosing from the dates. Maybe there's a specific time of year that's the best time to do this trip. Maybe it's a certain amount of lead in time that you know, it needs. How long does it take for you to. What would be the ideal amount of planning time?

Minimum three months.

Okay, so that's the thing. So they're looking maybe, you know, four, five, six months out to pick that. This is where the trip's gonna be. Make that trip kind of come to life for them. There we go.

Are you ready.

For the gibbets and.

Thrill a hat inquiry?

I mean, Harry. Right.

But those are the kind of things that, that when, when they look at this, it's really, that's how you can apply those, those profit activators, you know. But it absolutely has to start with selecting that single target market.

Right.

And yeah, and I know that especially like what Joe was talking about, you know, this picking that microcosm of people or what have you go deep and then getting momentum in that, in that market space and creating some momentum and success. And then, then, okay, now I got it down and I just, you know, copy and paste for this market. Just.

Yeah, I mean it could be tweaking. There's a great company that does Scotland golf trips called Perry Golf Golf. And I've gone on Three different trips to Scotland with them. But they have, you know, the highest.

End.

Trips around and they've got these custom coaches that are like private jets inside kind of thing. They've got, you know, facing club seating. You know, eight people is the ideal thing. You have a driver and literally you get off the, you get off the coach and you go to your tee time. You never touch your golf clubs. You never do. I mean, getting everything right. You show up on tee and everything's ready. Your hotel, all your bags are checked into the hotel for you and all that stuff. It's like a luxury first class experience.

It is.

But you put together your own eight guys and you go on this, on this trip. And so, you know, they're. It could be that same kind of thing if you start, because once you go through all the research of packaging a specific trip, it's like you can recreate that trick. Seems like to me, seems like you might enjoy kind of the artistry of crafting what the trip is going to be.

Putting so many other. Love it. Each one just, you know, it's worked out great. I know the lay of the land and I speak the languages.

Right.

And that could be something that you get back, you know, that trip, you get that one packaged up and yeah.

You can almost write.

Do it again.

Just a look on how to, you know, just, you know, either like a cool lifestyle book or something on how to, you know, rejuvenate yourself for entrepreneurs.

Or, you know, how to, you know.

Expand your mind and gain perspective with these sort of trips. I mean, so I would definitely put together a series of videos and I would start putting stuff out there and see, see what niche categories start lead generating for, you know, identify, you know, a single target market and then see.

You know, and often, you know, you can get in front of people who are searching on those, on those keywords, you know.

Pat, you had a comment or question?

Yeah, I guess one question that I would probably ask is, you know, you want to go out for these entrepreneurs, people with money? Which ones you like working with the most?

Well, I mean, do you like working.

With real estate agents? You like working with marketers? And which ones do you like working with most? Maybe those are the ones to start targeting after.

Okay. Dentist.

Well, that's what, that's what you said the most. I will.

I got a great idea for you. Like, like a trip with Dean Jackson in 10 of the gay Dennis Limited. Literally mastermind with him the entire time in a hot tub.

Yeah, trunk's optional.

I don't know if this is, this is gonna be one of the most weirdest island marketing episodes on the planet.

Select the single target market.

Yeah, yeah, okay. Sorry.

No, to me it would be just, you know, you like to go on these trips and what people do you like to. Would you like to be on the.

Trips with, you know, well, like minded, you know, people that I can resonate with as well, which I've, you know, I've been in real estate, you know, I've been a realtor. And the last couple years since I've been back from South America, I've made a point to connect with a lot of marketers and that's how kind of like we knew each other by proxy, Renee and I, because we have a lot of familiar connections in San Diego. So those are the people I'm more so connected to and marketers that are, you know, offering different products in different markets, but marketers the same way. But I know so. But it doesn't have to be limited to those two, you know, markets.

You know, if I was, if I was doing something like this, which is kind of what I already do, I mean I go to lots of places that. One of the reasons I think I been able to build like 25k and do some of the things that I do is because I just tend to get out of the typical world of most marketers. I mean, I go to TedMed, I go to a lot of different places where I meet people. If I was, you know, once. I don't know what your cash flow situation is, you know, to the degree that you could put yourself in situations where you're going to meet movers, people that could really move the dog for you. Like for instance, if I. Where do you live?

Mesa.

Mesa. Okay. Like there's a company that Tony Hsieh CEO Zappos, you know, told me about. He's one of the investors in it and it's jet suites. Jet suites. You know if you go to their Facebook page, Facebook Jet suites. They are a private plane company and you can, you know, four passions passes passengers at a time. It's a specific type of private plane and they have daily deals where they. It's about 3850 an hour to rent the private plane. So if you're going to fly somewhere.

But if your jets.

I mean I don't even know what kind of. It's a private. I don't even know what kind of plane it is but small one but it really cool, really brand new, totally badass, but I know nothing about airplanes.

So try to explain them.

Look like more of an idiot than I already look like. Say I know nothing about planes, but every day they do daily deals where they fly out of certain cities to go pick up a passenger and they give you a 24 hour notice and you have to fly anywhere. It's $499 for the plane and they will fly you to wherever they're going. And so like the other day it.

Was like they gotta get there, they.

Gotta get there anyway. So if you're gonna go from, you know, Scottsdale to, you know, Denver or I think there was trip from Scottsdale to Denver for 499 bucks and you could literally.

Private plane.

Private plane. And like I literally would organize, I would be watching them all the time and I do JVs with them and I would literally just hop on places and go. Even if you're going to take a Southwest flight back just, just so you can meet and get into that world where there's like, you know, I would go to things like, you know, south by Southwest and go and meet, you know, like Tim or whoever. Like people like Tim Ferriss who can be, you know, put the money in, you know, go to all things digital. I mean go to these places where there's wealthy people that are workaholics that could really, you know, and just interact with them because, you know, I mean.

It would be interesting too to maybe even think about building some of the elements of the Amazing Race into something like this. You know where.

That's a good idea, right?

Yeah.

Where you could package this thing where you come as a team.

Right. I thought about that, some team building activities as well, which is, you know, competition. You're talking about competitions though.

But it could.

Yeah, I mean it could be that elements like that where you're going through the things that, you know, that's such a popular show.

That's true. The Amazing Race was like one of the biggest reality shows.

I think radio still is.

Yeah. Does that help?

Yeah, it does.

So what are you going to do now with this? So what's the one size solution?

Well, I need to identify my target, I believe and start with. Because I do have a trip right now that I've updated about Florianopolis, about the experience I can give someone in Florianopolis. I mean there's many more I can put up but identify the market or the person I want to talk to and do some lead gen. Like you were saying, maybe, I don't know. Would you suggest testing a couple different markets?

Yeah. Because if Nothing else I would do. You know, just like me and Deep put out a podcast and just put stuff out there just to drive people to an opt in page. You know, like, I have that video is selling Evil. You know, the one that's going all over the Internet right now. I mean, we said I registered as selling evidence evil.com, and there's an opt in box because I'm yet to figure out what the hell we're going to sell there, what we're going to do, or if it's going to do nothing but to change the global conversation. But I'm always saying, okay, in order to develop what could become something, you might as well put a net out there to catch, you know, to catch fish. And then see, once you decide, yeah, I'm going to go down that road. So, I mean, like, how would you recommend doing that?

Like, just, I mean, I mean, Yannick does do lead capture pages from what he does. He does it through the relationships that he has.

Yeah, well, see, he started Maverick Business Adventures as an, as a, as a marketer turned Internet marketer to you know, just like, well, let me figure out how to sell marketing stuff to people and simultaneously do the crap I want to do. I mean, he built that around his own personal interest and, you know, turned it into a business, as do many of us. You know, you know, it's like I. Right, right. Yeah. I mean, you're doing what you know and trying to figure out how to monetize it. So, you know, I mean, so, you know, I. I think, I think if you look at guys that are doing something similar and you can, you know, work with them, I would. You know, I mean, even joining Maverick Business Adventures would probably be a smart move for you because then Yannick is.

Stuck with you for like seven days.

And you're just like, look, dude, this trip sucks. If you really want me to do it. No, but in all seriousness, I mean, it could be a smart idea for you to join things like Maverick Business Adventures and then, you know, do some tricks for them. But yeah, I mean, narrow your niche and just start putting messaging out there and think about, I mean, you don't need a lot of clients in order to do well. No, I mean, this is not. This is more so just getting real clear in being as, you know, focused as possible. So you're not like, well, we can do this.

We can. See is how I have been. And I kind of now I just, from all of what I've been observing the last couple years and now, you know, coming with you guys and, you know, just making a strong point on, you know, really narrowing your focus. And so that's where I'm at.

Sit down this week and either record a sales letter for a target market, even if you're not an opt in.

And a sales video, like to opt in and a sales page, I'm almost.

Like, from the website, say you're going to go on. You had your first and only opportunity to go on Oprah two weeks from now, and you had 20 minutes to go on Oprah, Oprah and make a case. What the hell would you say now? If people put themselves in the situation to where they had to perform and they had to have their message right, and this was their one opportunity, you know what? People would scramble. They'd block all the time they needed. They get their shit down. But because life doesn't typically give you that sort of pressure, most people just don't get around to it. And I mean, how many times have we told people, write a sales letter. Sit down and write a sales letter. Sit down and record, you know, video. Sit down and record your pitch. And everyone's like, yeah, yeah, I got to do it, got to do it. We'll go month after month. And some people will never do it. And you're like, well, but the moment they get something where they're forced to do it, they do it. And then they're like, thank God I did it. And then all of a sudden it just clarifies. It's the thing that Vern Harnish, you know, the guy that wrote the Rockefeller Habits, when I interviewed him, he said, you know, entrepreneurs say they work well under pressure. He's like, that's not true. It's just under pressure, they just work. And so you just manufacture a pressure situation, even if it's not real, to force you to hone it down. And you will. So say, for instance, a week from now, Dean's going to show up at your house. And if you do not have a narrowly defined target market, along with a sales pitch, along with an opt in page, along with a stickler, I mean, everything. And if you don't have that done, you literally get shot. You would get that shit done this week. So my whole thing, to the best of your ability, just do that, Just do everything. And even if it ends up not being, you know, the thing that's the hardest thing, even if it ends up not being this, the process of going through it will set the stage. You know, like, if you've never baked cookies before, but you Know you want to bake cookies and you hear about people baking cookies and blah, blah, blah. You just go into the kitchen one day and make. Make a total mess. It's like anything worth doing is worth doing poorly. And the worst batch you're ever going to make is the first batch. And the second worst, it's like the worst sales letter you're ever going to write is the first one, the worst video you're ever going to. And the second worst one is the second one. But after a while you're like, damn, I kind of got it narrowed down. Yeah, people are responding. Yeah, this ad didn't work here, but this one over here pulled and it's just going out there and just doing it. It's that level of movement that is so critical to just start up. It's like Steven Pressfield says, in the war of art, for the artist or the writer, it's not the writing that's hard, it's the sitting down to write. People just don't sit down and write. And so if you just. There's a great book and I know I'm on a tangent, but screw it. There's a book called One Small Step and it's about, it's sort of. It's about kaizen, you know, the Japanese, you know, continual improvement thing. We actually have a book downstairs called I Power. Great book on Kaizen. And in One Small Step it's like getting people just to do it. It's when people say, you know, I need to start exercising. So one of the things in the book is that you, if you have a treadmill at home or you have to go to, you literally go to the gym or if you have one at home and you for the first week, you literally go to the treadmill, you put on a one minute timer and you just stand on the treadmill. You don't walk, you just stand on it and you do that for a week and you don't. And then like, don't even try to, you know, just stand on it. And what happens? And it usually doesn't take a week. Once someone gets on the damn treadmill, what do they do? They start walking. And it's like, it's one of those things. If you say, you know, if people like, I gotta write a sales letter, I gotta record this. Oh, I gotta do this, I gotta do that. It's like, you know, just block 20 minutes tomorrow and say, I'm gonna start, I'm gonna write a headline and a pre head in the first sentence. And you know, what after if they. I'm gonna give myself, guess what, they'll start doing it. And that's what you need. So if you say, you know this, I'm gonna select a single target market, like tomorrow. Can you devote 20 minutes tomorrow to go to a coffee shop or library? Just 20 minutes and go and work on the things we said here and just do that three times this week. Just devote an hour this week and come back to the I love marketing meetup group, which I won't be at next week, but just come to it and report where you're at. And I bet you you're going to be like the clarity is just going to fall into place. And as much as we say stuff like that, me and Dean say that to people all the time. Most people still won't do it. It's just bizarre to me, you know. But hopefully you will.

On that note, as far as creating the opt in page and the sales letter, which optimized press is a good option. I don't know what you like as.

Far as you'd be better ask me WordPress.

Just WordPress. Sure. Just any particular template that you like?

Doesn't matter.

Yeah.

It really is about just getting the going through the mechanics of getting it, getting it done. Where's that for you? You can find somebody who can do that for you for very little money.

Fiverr.

Yeah, whatever. I mean, yeah, Odesk.

Whatever.

It doesn't matter. Just don't, don't worry about that. I got it on paper. Do you know how to do it?

Oh yeah, I manage my website with WordPress.

Check this out. So Matt Mullenwig, who owns WordPress. I've been trying to get him to come and do a short speech in New York, My New York. He's like, it might be tricky to make it out. This was two days ago. Make it out east. Did you have a particular topic in mind? And I wrote Matt, maybe I'll have you talk about TypePad and Blogger and why they're superior to WordPress. What do you think of those topics we could learn? List all the reasons it'd be a short talk.

Well, he's the founder of. He's the founder of WordPress.

Oh yeah, that went right over my head.

No, but yeah, no, just get started. You know, it's like, it's like the big cackage thing that, you know, attack life. Right? It's like. Right.

Well, as far as the trip written out, I have a post already done, but I didn't attach a price tag to it yet. You know, but another thing that was brought up as far as people, you know, using their credit card to buy such a high ticket item online. It happens. It happens. Right?

So you remember the story I told about the most expensive mattress.

Yeah.

That people are doing $26,000 mattresses and 90% of the sales come online.

Right.

People just call up and say, sell me the most expensive one.

Are we over time?

Yeah.

This will be the one hot seat session. There was a book years ago, I think the guy died. And it was. It was a real old man somewhere here in Arizona. He had the one book bookstore.

Right.

And people. And it was a tourist town. It's here. What city was. Was it Wickenberg?

Oh, what?

Well, the only guy and he wrote and he was getting like, he was on like 2020 or something. He got like national news media and people go, you know, they would drive by and they would go in this bookstore. And it was the one book bookstore. And the name of the book was Mama and Me. Right. Me and Mama. It was Mama and Me or Me and Mama. And like people going. And on all the shelves it was nothing but this one.

No way.

And so the guy was very successful because people had no, they didn't have to decide. It's like what we were saying, you know, with this 250 things versus like one report. You know, when you see if you, if you have a thousand options, you don't have any options. And that. And that's the challenge. And that's why when you select a single target market, you're making a choice. And so. And then this guy is so funny. Then he ended up writing a second book like Me and my brother or Johnny and me or something crazy like about his brother. And then I remember the news guy saying, well, what's he gonna call it now?

The two book bookstore.

But it was like.

Yeah. So I would, I would actually. You know. That is so funny. What's that? That's great. Yeah. Honest to God, I think it's a great idea to knock off. You pick. I mean, why not? You know, the one book bookstore. You just take any book, put it anywhere where there's a high traffic item. You know, even if you literally got a little area in any. A mall and just like, you know, one book bookstore just sold any. I just think that would work.

Everybody would go in just to see.

What the book is.

No, I mean, you know, I think Barnes and Noble and all the big bookstores could be out of business because they have like a thousand books. But you have One book. That's it. You know, one book.

There we go.

So come up with yours.

Got one Trip posted right now.

You don't have too many.

Yeah, well, it's a trip can offer so much.

So that's why I chose One Trip that can offer so much. I like that, actually, you could even. You could work on a headline around that. One Trip that offers so much.

You know, why go and try to.

Do these things when you can just go on one trip? I went to a bookstore. Where was it? In Phoenix. It's no longer there anymore. It was a 12 star bookstore where they sold recovery books. And I just go in there one day and I'm like, do you have any books for people that. And I said this jokingly because I'm always talking shit all the time, and I said, do you have any books for people that are addicted to books? And she's like, as a matter of fact, we do. And I'm like thinking. So she goes and she finds this book called Biblioholism. I got it downstairs. Yeah. And it's like. And it says on the back that you. If you have a compulsion and an addiction to buying, consuming and trying to read large quantities of books, your problem can be solved. All you need is one more book. And I was like, this is. All right, so to our lovely audience, what was the takeaway from this? What are your thoughts and insights after having gone through this? What?

What are your thoughts?

Target your niche. Find out what your niche is. Focus on it.

Did you see how much easier it was when we started narrowing it down?

Oh, yeah, absolutely.

I mean, it's easy to plan a trip for gay dentist, adventure travelers.

Too much. It's going back to a thousand different things.

I have three referrals for you.

That's awesome.

Yeah.

You know what, Sophia? Yeah, I actually. Yeah, I won't even say. All right, so what about you, Kim? What'd you get out of this?

That was the same. Just targeting it.

Yeah.

What about you, Amber?

I think that was the main point. Just like once you know what your.

Target market is, then like Dean said, it's easier to go from there. Cool. What about you? Yeah, I'm looking at you, Rebecca.

He's a wise man that shows up in an environment that have the resources for you to just pull out your phone and dial the person that he needs to connect with. I mean, that's really cool. And that goes along with Joe suggesting put yourself in places that resources can expand even more.

Thank you, Alex. Definitely targeting number one. And I Think action above all, you know, taking the steps and actually doing it and feeling really uncomfortable about it, but knowing the process because the second time around is gonna be better.

Yeah.

Awesome. And Jamie and Renee, which one of you has the smartest thing to say? Which one of you has the best feedback? So what do you think? Look at this. Collaborating. All right, what's the same answer? Go ahead.

Simplifying things and taking action. It doesn't need to be a big production. It's even almost like narrowing your niche with taking action. Like, I'm just gonna sit right here at the computer screen and type out the headline instead of trying to plan out something more extravagant.

And then I would say put it on the calendar. It's good.

Yep. Yeah.

Then people can actually. Because not only you narrow the niche, but you narrow the time frame when that niche can travel, people can put on the calendar. So schedule it. That puts you on the line.

It puts your clients on the line.

Put it on the calendar.

That's a good idea.

Yeah. If there was no such thing as a deadline, nothing would ever get done.

Yeah. There's no urgency.

As soon as you put it on the calendar.

It's interesting now to start thinking about your year, next year, of when, what trips you'd like to do.

Well, that's the thing, because I know all these different places that I love in South America that during. Throughout the year, have different special events going on in different parts of the year. And that's. I like to tie that in with the trip, you know?

Yeah. And landmark form always says you're. Your landmark form doesn't begin when you show up. It begins when you sign up. Right. And that's what happens when we sign up for a trip. That's when our imagination really starts going. That's when you're engaged. And so you can do a whole entire engagement process that just leads them.

Up to that event.

You know, if they schedule a year out, you can just send these reminders, you know, hey, don't forget. Can't wait to have you. You know, you send. I think I did Gap Adventures or one of those travel with. You know, you get a group travel together.

I.

We sailed the Greek islands, and they were sending out passports in the mail. You know, like phony passports. Here's your boarding pass, you know, a month or two in advance. It was great.

You know, that's interesting. I was thinking about what you guys were talking about as far as doing something in advance, you know, pay it forward. And I thought, man, you know, sending them a Set of Havaianas. You know, the Brazilian flip flops? You know, once.

That's great.

They signed up. So they had.

I would use that even before they sign it, right?

Yes.

Rent a property.

Fantastic.

How would you know what size?

Yeah, Luggage tag.

The Havaianas are flip flops. It's a good point. I'd have to find out their size.

Or you can send them like Joe said the other day. You can send them one right. When you sign up for your trip.

You get the other.

I just want to get my foot in the door.

That could be a really good opt in thing. Get you free flip flops. Give me your size in your email or something.

Yeah, exactly. Or you could even do a weekly drawing, you know. You know, for every. Every every week, we're gonna, you know, you, you know, put your shoe size. Yeah, that's a great idea.

I know when you put those Havaianas on, you just want to be on the beach. And I'll take it there.

That's great.

There you go. Wow.

Awesome.

Awesome. Was this helpful?

Absolutely. Yeah. Thank you, guys. It was the synergy I needed, for sure.

Excellent. All right. Thank you very much. Yeah. That's it. That's a wrap, right, Dean?

That's a wrap.

Before we wrap, Glenn and Annette wanted to give Dean a very special gift.

Hello Kitty Mintz.

Well, it's a hello Kitty in a devil outfit. So for your evil lair, your evil.

Scheme, Hatcher, you can cuddle up in your hello.

You can cuddle up in your hello Kitty blanket that you.

There we go.

With your hello Kitty wallet.

Tell the story here, then we'll end. I love marketing because we got this on video. Do you have your wallet on you?

I do have my wallet.

Okay, now let me tell the story. So Dean used to from Pulp Fiction, they have a wallet that says bad Mo Foe.

That's my little.

So tell the story.

Tell the story.

Well, here's the thing. So for years, I had that Pulp Fiction wallet. You guys know the one I'm talking about?

So it said that.

And for years I was carried that around. And as soon as I saw this hello Kitty wallet, I had an epiphany. And I thought to myself, you know what? That wallet says it. But this one demonstrates. Says it without saying it, you know? And so I've been carrying this one around. I gave one to Ed Dale, to Frank, Charn, to. Bunch of people are having the hello Kitty wallet.

Pick up.

You pull this out at Starbucks, right? Where's the conversation?

Start.

The other wallet people they avert their eyes. You know, they see it and they're like, oh. And they'd avert their eyes. But this one is. It's a conversation starter.

Yeah.

You are bad.

Yeah. So there you go. Good night, everybody.

Yep. Thank you.