The Impromptu I Love Marketing Meetup Group [Part 1] - I Love Marketing With Joe Polish And Dean Jackson - Episode #72

Everybody, I'm Dean Jackson. I'm Joe Polish.

Basically. Okay. We're here at Piranha Marketing headquarters, and this is a impromptu, I guess, I love marketing meetup group. We did not have one scheduled this week because Kevin didn't schedule one, and we just did earlier in the week, a Platinum 2.0 meeting. And so it was a busy week. A lot of stuff going on, and so. But I said, you know, dean Jackson's in town, and we have meetup groups all over the world, and we've got literally tens of thousands of listeners to I love marketing. And you're here.

Here we are.

Why not just do a, you know, a Q and A session? So, like, literally, this was only sent out to, I guess, people that were already members. And it didn't, you know, there's no formal invitation thing. I did a post on Facebook around noon or something.

Is this the crew that comes every Thursday night right here? This. You guys have all.

I'm the substitute for Jerry Labs. Levitt.

Okay.

Ah, yeah.

So is anybody here? Is anybody.

Is this there.

Anybody's first meeting here? Your first meeting here.

Okay. And you, too. So two of you. Yeah. Okay. And you gals, you need to kind of zip it, right?

Troublemakers.

And, Amber, you've never been to an. I love marketing. No.

I'm so excited.

Okay, good, good, good.

So, basically, so let's lay down some ground rules for everyone. So.

So, you know, we've got the timer going. We're going to do two episodes tonight of I love marketing. And so I thought we in the first episode is just do Q and A. Whatever you guys want to talk about. We talk about the eight profit activators. We can talk about focus. We can talk about anything you guys want to talk about. And so we're going to let you guys lead us where you want to.

Where you want to go. Yeah. Yeah. How many of you in the room were at Platinum? Okay, cool. Yeah. What'd you think? What was your takeaways? Let's start with that. Because you spent two days with us. It was a pretty good meeting. What'd you get out of it? Where do I start?

I mean, it was a lot. I think what the immediate thing that I think of is referrals.

Yeah.

And how to. And what Dean did with the whole outline of referrals. Huge for me.

Orchestrated versus passive.

Yeah, Orchestrated. Because I've not been orchestrated enough in terms of. Especially with.

With my.

My type of business. It's mostly referrals, but I haven't been participant. I'VE been passive.

They come to you.

You get referrals.

Yeah, I get them and I'm cool with that. But I think, you know, with orchestrated referrals, though, you get the kind of clients you want.

That's it.

Exactly. And there's some clients I just don't want. I just don't want them. And they call me up all. And the orchestrative thing, I can get the points I want. That's huge for me. That was a huge takeaway. Yep.

Pause one second. I can remove this. Alex, I can get some extra noise. Oh, that's fine. Let's keep it going. Yeah, just, just roll. It's completely insurance. That's okay. Yeah, just go. I mean, this is freaking backstage.

We keep it real. We keep it real.

What, what you get out of it, Renee?

Well, from just observing and for people, I guess, who are interested in facilitating a seminar or an event, I think that it's really smart to crowdsource and to create your content from the audience. No sharing. I think it makes things more engaging because people are participating and kind of created that contest model of who shared the most value and everything's very smart.

Yeah. If anyone here actually wants to give like a five minute speech on an idea that's worth like a fortune, we might be able to pull one of those off because that would be great. One of the things we did do at the. I just started playing around with this and I actually think I'm onto something because, you know, TED does a really great job. How many of you watch TED videos? And I'm hoping I can speak at TED sometime. Peter Diamantes sent an email to. I got a couple emails back and forth with Chris Anderson about speaking to the next TED on the topic of his selling evil. And you know, like even Ignite Phoenix, which any of you have ever been to the Ignite Things that was started by Tim O'Reilly. They have Ignite Phoenix in different parts of the country and they do these five minute presentations and, you know, they're pretty cool. And the tagline for TED is ideas worth spreading. I actually want ideas worth using, you know, so you can actually use them in your business because it's interesting to think of really cool stuff. And there's like a lot of amazing things that are like, wow, you know, I never thought of things that way, but I actually want best practices that you can put into use in a business. And so at the last 25k meeting, I started a 10 minute talks where every person talks about a best practice that they're using in their business that's worth at least $250,000 to them. So that every minute is worth $25,000. And so then we tried this for $10,000 ideas at the last platinum meeting and we just started it. I mean, so right now it's just kind of like I want to kind of see how it plays out, but I think it worked really well. And so in the New York 25k meeting that I'm doing, I'm gon a handful of people give 10 minute talks. And I got a confirmation yesterday. Steve Forbes is coming and Ray Kurz, all these crazy people. So I think the 10 minute talks, if we can develop them. So anyway, the reason I bring that up is in future meetup groups, we're actually going to do some of those. We're going to take all of you if you ever want to think about what's the best thing that you're currently doing have done in your business. You know, if you're a copywriter, if you've got some techniques, something that has been worth at least, you know, will define a dollar figure and get up and share it in a way that everyone could use it, I think these meetings would become incredibly, you know, valuable. And so starting with that, in less than 30 seconds, what's something you've done that's been worth a quarter million dollars?

Putting my own money on other people. Putting my money on the line to help other people, knowing because I know that I can do that.

Oh, so producing results, Producing results in the game. Well, okay, so we've talked about that on episodes, but since people like Pat never listened to him, could you actually share what that means? Because actually, I think that's a really great way to think about how to package and present your business. Sure.

I mean, you know, one of the questions that we had today when we were recording the other episode was how do you build credibility? How can you get. It was for a new business. Somebody was saying how do you get build social proof? How do you get credibility? And the answer that we both gave was that you use your own confidence and a really strong guarantee and anytime that you can turn whatever it is you do into something, especially if it's a results getting thing, if you can turn it into where you're the one taking the risk on somebody else getting the result that you can provide for them, that's like a turbo booster for your business. And so what we've done for almost two years now, for years we've had a company called Money Making Websites where we do websites for real estate agents and mortgage brokers.

And.

The way now that we do the website model is that we give people the website, we take them through a whole training program on 90 day training program on exactly how to use it. They don't pay anything to go through the program. And only after the 90 days is up do they decide whether it's something that they want to continue with. They'll either have done their first transaction or they've got a pipeline of people that they're working with or things are already happening and they're encouraged by what's happening. And if they are, they can choose to continue and pay $99 a month and then we charge $1,500 when they do their first transaction. But it's literally paying for itself. That's the whole model that we use. And it's been now effortless to get people to start to take the first step. Because before anytime you're selling anything like that, that's a multi, you know, multi step process. People who are going to put money up front, they want to know how everything works ahead of time. You take them, you have to take them on a tour of the site, show them how everything works and they want to maybe talk to some people who are already using the site, building all that credibility. People have to have confidence that it's going to work. So why not take that confidence and use your own confidence and say, listen, I'm going to give it to you. And it's not. I mean, I pay money literally to give people the site. We have to pay to have the site built. We pay to have built for the domain name. I set up their autoresponder accounts, pay a virtual assistant to preload all of their, their Gmail accounts and their AdWords account, get the whole thing going. We have someone on staff who runs the whole training program. So it's not, you know, it's a significant investment in taking people through this. But I know that it works and I know that people get results and people stay with us for years and years and years and years.

How often does it go back?

About 30% of the people who start don't ever kind of get going. You know, they don't do. They don't. It's not that the website doesn't work, it's that in any group of people you're gonna find people who just don't do anything.

Well, see, the marketing always works. Yeah, they don't work the marketing. That's exactly right.

Yeah. So it was very Cool. I mean, we had. So a few months ago, we had our very first class that had been graduated for a full year. And I went back and looked at, interviewed them, got all of their numbers for the first year, and saw they averaged between. I think on the low end, it was 7 times ROI. On the high end was 34 times ROI for every dollar that they spent on bringing traffic to the website. And, you know, it really. It showed exactly how everything worked, you know, so it was really kind of a cool process.

So if someone has a business that they can't see an application of that, where wouldn't this sort of model.

Well, I think that if you can think about kind of reallocating money that you would use as a cost of acquiring a new customer is take that money and invest that money in just getting them the result, rather than, you know what I mean? If you're saying, like, let's say that you've got a product that costs $1500 and you're willing to spend. You would cheerfully spend $500 to acquire new customer for that $1500 product. Why not take that $500 and invest that in getting the result for somebody? And it's just such a clean way, like, it feels good too, because we have so many people that are just so thankful that somebody would do this for them because it's so much, you know, the inspiration for it, we call it Project Cyrus. And the inspiration for it was Cyrus McCormick, who's the guy who invented the reaper in the 1800s. And it was the, you know, the tool that mechanized farming.

And yeah, Blue Race Chicolt even used it in a song.

Did they really?

And those of you that were not bored, like, just look up the Will.

Ferrell one with some more cowbell. Yeah. And so what. What. What Cyrus figured out and realized was that the. The machine was great for the farmers, but none of them could afford it because it was expensive. And the catch 22 was that having the machine would help them make more money, but they needed the money to get the machine. And his whole thing was, well, why, you know, it's better that I should wait for the money, then you should wait for the machine that you need. And so he gave the reaper to the farmers, let them use it for the harvest, and pay him after the harvest for the machine. And it was. That's what set it on fire.

So it's like the reaper man, if he had a reaper man.

That's exactly right.

How often did they go bad for him?

Does he say, yeah, I Don't know.

Yeah. So, okay, so does anyone see that as an application to their business on how they can use it? Any ideas, any questions you would have related to that where you're like, well, I still don't know how I can make it work. Yeah.

What if your business doesn't have a definitive result? I mean, for real estate or whatnot, you can, there's a number amount, you know, it worked. But what if kind of what I do, I'm a life coach and it's not really, I'm not guaranteeing you'll get a job or guaranteeing something. So how could I use it in that context?

What are you helping people do?

I mean, I'm helping people figure out a lot of times what it is that they want to do. Building the confidence to go after it, creating a game plan to go after it, defining their personal brand, marketing themselves in the world.

How long do you typically work with someone?

Usually two to three months.

It's just a two or three month period. How often do you talk to them?

Once a week, sometimes twice a week, depending on the client. But it's kind of like a lot of times my clients are usually finishing college and so they don't have a lot of money to do something like that long term. So it's kind of like a get them in the right mindset, get them in a new pattern, get them in a daily practice of things that they need to do and then kind of set them on their, send them on their way. So that's, for me, it's kind of a hard thing.

Is the first call that you do or the first couple of calls that you do with people, are you kind of exploring and kind of setting the stage of what they actually want to accomplish and then the rest of the time you're helping them get what they want is that.

Yeah, absolutely. The first time I meet with somebody, it's like a complimentary meeting. They call it a coffee date kind of a thing. So we kind of make sure we want to work together. And then from there, the very first time that we meet, we kind of do these exercises that give us a bird's eye view of their life and where the deficiencies are and kind of where we need to zero in and focus and see what's going on and kind of break it down into already.

Kind of, you're already starting with a. It's free to have the first conversation. I mean, that's all part of it. The whole thing about doing this is to make it effortless for People to start, you know, if they don't know what coaching is or they don't know what it's about, but they've got to write a check before they even ever talk to you. They're going to want to maybe talk to other people who they got to kind of get everything straight in their mind that this is going to work. But if they can talk to you and have an experience of it before they actually pay, they're going to get a good sense that that's what. Of what it's about. So you are doing it in a lot of ways, right? The free.

Yeah, that's my mafia offer, by the way.

Right. And that's the thing that's good for you because it does make it effortless and, you know, it's very, you know, it's just about getting people engaged, you know, in a bigger future.

Is there a way to take it a step further, though, kind of in the way you do it?

Well, if you could somehow create a utility. If you can create a utility or a tool or something that you can charge them for. I don't know if there's like some sort of, you know, if you think about companies that do this, you know, in good and bad ways, you know, McDonald's, if you can get, you know, the kids coming to the playground so you can, you know, serve them, you know, toxic, poisonous food, but they like the playground, and they start that early on, then by the time, you know, it infiltrates their system, they're going to be in that shit for the rest of their life, hopefully, according to McDonald's. So, you know, so there's all kinds of models of what you can offer as whatever would be your value. I mean, like, I. One of the things that has been an interesting conversation me and Dean have had, mostly not recorded, but you were like, thinking, all right, what am I going to say?

Oh, no, how is he going to say?

So you said that was just between you and I taught, you know, so many carpet cleaners, as an example, how to better do direct mail, how to advertise in newspapers, Val pack type coupons, Yellow Pages. I mean, God knows how many millions of dollars the Yellow Pages, you know, back probably from 1997, it probably started. It was about the year that every major city with a phone book had one or multiple versions of one of my ads running in it with free recorded messages in multiple different industries. And so we would teach these cleaners how to go out and advertise. And it's funny, too, because I never got a Penny from the yellow Pages. As a matter of fact, not only did I not get a thanks, they were kind of hostile because they hated any ad looked different than everyone else because they all wanted their ads. You know, they didn't like an ad that said free recorded message, you know, because, oh, that would look, you know, they want everything to look identical because that's, you know, it's easy to sell a logo and, you know, white space than it is to construct effective ad. But you know, we would teach people how to do direct mail, postal service would make all that, you know, so the conversation we've had is like, Dean was like, you know, grab a seat anyone? Welcome. You know, Dean was like, well, you know, we've taught them how to go out with coaching. The challenge is like, you know, for years we would teach people marketing strategies. We would sell them in some cases for a few hundred dollars and sometimes they buy like a, you know, a $50 product or a $29 interview. And once, once you got it, they got it. You know, it's kind of like, you know, the magic trick. And you could have sold somebody something that made them hundreds of thousands dollars, save their business. They would still drop out of your coaching program and they would still opt out of your advice giving thing because they kind of got it. But they would still pay their cable bill, you know, which isn't anywhere near as useful as like, you know, signing up for like a coaching program or something.

That was the whole thing about like the electric, that was the aha. Nobody ever calls up the electricity company and says, you know what? I, I got it. I really appreciate everything. I'm gonna be okay now. I think I can take what I got and kind of go.

And they'll, they'll pay for abuse and they won't drop out. But we can literally change people's lives in this business. They're like, you know, two months later, go yourself. You know, it's like, what the hell? It's. Sorry for the. I'm gonna say that a lot though, today, but I won't. By the way, speaking of just politically incorrect things, there's this company. What's the name of the company?

Some E cards.

Some E cards. I actually bought this thing and then it says when work feels overwhelming, remember that you're going to die. I love that. It really warms my heart. So basically, if you're in a business where you can actually plug them into something that they're going to continue to use, like Dean has, you know, see, he has the websites, he Has a database system that does all the follow up for his realtors. Use.

His system.

Yeah. Okay. What does it cost?

It's $99 a month.

Yeah.

And fifteen hundred dollars.

Okay. Yeah. So do they pay the fifteen hundred dollars?

That's what you hear just a few minutes ago when I was explaining how they pay the fifteen hundred dollars. Then they do their first transaction.

So the only.

So it's only after that they get the result.

Yeah. So see, the thing to think about, I think like one of the ways I created a free room of carpet cleaning for carpet cleaners, like, is I was listening. First off, I had started really studying direct response marketing, starting with Gary Halbert. And I was learning the whole can and clone yourself and how to position yourself with powerful language and making powerful. And I kind of had it in my mind that I didn't want to do something the same as, like, you know, every other carpet cleaner with free estimates. Quit talking to her.

What do you mean?

So I can see through my ears, by the way. And so I was listening to a Jay Abraham boot camp from Australia that Jay Abraham sent to me. Like, I opted in. He used to do some really clever stuff.

Well, he does.

Go to any of his events.

Never went to an event.

Okay. So I went to want to get, you know, the $5,000 event, which was. That was a lot of money.

Like in 1982.

That was a lot of money for. So it wasn't common to have a $5,000 seminar, but when you called, you know, when you enroll, he would send you this huge. Exactly.

See, that's the thing in the same way where, like in your. If you can actually afford to. To blow people away in the beginning, cough up some, you know, good money to actually make a theatrical impression.

Looked like. I remember the first thing that he said was like the Abraham method. It was like this blue, you know, it was a booklet, 11 by 17, folded with, you know, white embossed the Abraham method on there. It was just like.

It was nice.

Yeah. He felt like it was something. I mean, it made an impression. I still have those, you know, here 20 years later. And yet you still have this Abraham.

Well, so my point is, so he sends this thing and I listen. I'm listening to it. And he tells a story about there's two carpet cleaners partners that actually were struggling and they were trying to figure out how to make their business work and they wanted to hire him. And he was $3,000 an hour.

Right.

So they basically couldn't afford to hire him for an Hour. So they scraped up $2,000 and they hired him for 45 minutes. And in 45 minutes, he basically taught them the concepts of lifetime value of a client. You know, how much can you afford to spend to acquire someone until you know what they're worth? And so, you know, he asked some questions, you know, what's your average client worth? You know, blah, blah, blah. And so what he recommended to them was to do a free room, a free house, an entire house of carpet cleaning, and to go and offer three houses of carpet cleaning in order to impress somebody so that they. Yeah, so that they would, you know, do it again next time. And also referrals. And so what these two guys did was they went out for a month and they went to church fairs, trade shows, county fairs, and they would knock on doors and they would actually ask people, you know, if they could just clean their whole house. No cost, no risk, you know, we'll clean it if you like it. Just hire us, you know, when you have to clean your carpets again. And the way they actually made money that month was off tips. People would give them tips and they would recommend them to their neighbors and stuff. And they built $100,000 a year carpet cleaning company using this. Now, I didn't know if any of this was true, but it sounded pretty good, right? So I was like. But I was sitting there thinking to myself, well, I own the carpet cleaning business and I know how freaking hard it is to clean carpets. And I was simultaneously reading Robert Cialdini's book Influence, which is a great book, you know, if you've never read it. And Robert is friends. We're both friends with Robert now, and he lives here in Tempe.

Getting our guest list for like. I don't know why we haven't had Jay on. I look marketing yet for why we haven't had.

He's agreed to do it. I just haven't. Yeah, yeah.

Okay, we'll get Jay on.

We'll get Jay. So basically I was reading Influence in there. And how many of you have read Influence by Robert Cialini? Great book. And one of his new books is the book. Yes, the 50 scientific ways to get people to say yes or whatever. It's really good. But basically he tells the story of reciprocity in the Hare Krishna's. Do you remember the Hare Krishna story in the airport? Has everyone heard that? Yes, you have. So has anyone not heard it? Okay, well, I'll tell real quickly then. You've heard it before. So he. They would study and Influence, he would Study con artists and salespeople and preachers and all kinds of different groups of people that were in the. In the compliance field that would get people to comply and get them to do stuff. And so a long time ago, before 9, 11, you know, they were allowed to, you know, people were allowed to get. Ask for donations in airports and things like that. And the Hare Krishna's first started off wearing, you know, their gear. Like a gear, like it's a uniform gear, you know, they're fancy little bling, you know. So basically they started wearing just regular clothes because people would spot them and their donations were going down. And so what they would use is they would typically have a female Hare Krishna who would have little plastic flowers and they would, you know, basically when people were coming through the airport, they would go up to them and they'd go to the collar of the person, say, I'd like to, you know, give you this flower. And what he found, they would observe them from a distance is people would, you know, typically not say no. They would let them put the flower on the collar and then they would, you know, step back and then the lady would say, you know, would you please give a donation?

And the people.

It was more uncomfortable for people to give a flower, a gift that they didn't even want back to the person than just reach in their pocket and pull out a dollar. And so they would get. This is how they would get all these donations. And then the people would walk away. What was funny about it is how the people were so concerned of how socially they were perceived as. And so they would, you know, they would walk away. And as soon as they were out of view of the Hare Krishna, they. They would throw the flower in the trash and they get rid of it and they're done. They would go off to their flight. And then about every hour, the hard Krishna would go to the trash can, get out all the flowers and do it all over again. This went on and on. And what he found is that when you give somebody a gift that they don't even want, they still want to reciprocate. So what do you do if you actually can give somebody something that they actually want in an environment where it makes sense for them to buy more from you if they actually like to give. And so I took a combination of J. Abraham's whole house and the whole reciprocity thing, and I was like, let me offer people a free room of carpet cleaning up to two, not a sample. Because there was one company that sold equipment and it was like A dry cleaning method. There's no such thing as dry cleaning carpet, by the way. It's all marketing nonsense. But you would tape off like a little square in a carpet with, like, tape, and then you'd clean this square and then you pull it up and there'd be this nice clean square. But I thought that's kind of lame because you're forcing a person. It's like tattooing somebody and say, would you like me to fill in the rest? So it's like, how do I legitimately give somebody a gift? And so when I first started doing a free room of carpet cleaning, it literally cost me money. I mean, it would take me, you know, I'd have to drive there and I was doing this stuff myself, you know, and then I put on my, you know, carpet audit performance and do all that stuff. But if I gave him a free room of carpet cleaning, it totally instill rest cross. It cost me money. Some people would not get more additional cleaning, but most people did. And if I targeted it after homeowners, it actually worked. And so to this day, no one has ever been able to come up with a better offer of cleaning a carpet than a free room of carpet cleaning and a carpet audit. And it's generated millions of dollars, I mean, hundreds of millions of dollars for cleaners. And to this day, some of the top cleaning companies in the world, that's how they generate business. That's the offer they make. But that's still. That's a free offer. That's my version of kind of like what you're talking about. And so if you can come up with any way that you can offer value first. As a matter of fact, our whole model of I love marketing is predicated on this. It costs us money to have a website. It costs us money to videotape this stuff. It takes our time. We put all this information out for people for free. The vast majority of people are never going to buy anything from us, but everyone wants someone will. And as we continue to build this following, you know, we will. We will acquire clients, we'll do stuff like that. And so I think, you know, every. Every business should have, if nothing else, at least be giving away really good education and really good valuable stuff because, you know, people will at least like you for that. That might buy you something once more. Does that help?

Yeah, it does. I have one more question. Kind of what you said about sending a really cool box out or something like that.

Do you think it would be as.

Effective to give something away online or do you Think it's the physical thing is still much more effective.

Both.

Yeah, both, exactly. But I think, you know, the thing is that there's something to be said for having something in your hand.

I'll tell you this, it really is.

Nobody's gonna curl up with a good email, you know.

Yeah, that virtual kitten that I sent you just didn't go anywhere. One thing I learned is that when you offer bonuses to people, what a lot of information marketers do. If they sell course on how to.

Make money.

I don't know, pick a method of making money or how to save money on taxes and you're going to give them a bonus and they're going to give you a bonus interview with this tax expert. And people send relevant things, you know, but like if you look at Sports Illustrated with, you know, the swimsuit edition, you know, it's, it's a magazine, but it's really not a sports magazine, it's women. And you look at Time magazine that used to do the free clock radios and that sort of stuff. It's a non relevant reason. And so I started thinking a lot about non relevant gifts. And one of the ways that I got sales to stick in with a lot of different clients is if they were to sell something, you send like fairy tale Brownies. Elaine, who owns Fairy Tale brownies here locally I've sent out tons of brownies to people and we have these, you know, piranha marketing keepsake boxes that we used to use. I send less of it now because I, you know, spend. I've interviewed so many fitness people and I don't eat gluten that I, you know, it's like I don't eat brown. They're great gifts though. And the thing is, if someone buys your stuff and you're like a how to person, you know, and you want people to get value. If I can get them to consume food, it's a lot harder for them to like not appreciate what we're selling. And it reduces refunds because if someone gobbles up and consumes anything from you, really hard to take it back. So whatever business you're in, if you can manufacture away, if it's going to take six months for them to get a result, get them to consume something, like something they can pour down their throat, spray on their body, put on their hair, a gift certificate to go get a pedicure, go to the movies, anything that you can get your clientele or prospects to consume, freaking figure out what that is. Because that in and of itself may have nothing to do with what you sell, but it instills reciprocity. It allows them to get some sort of value, and then they appreciate you for it, you know, so there's lots of ways you can. You can use that. All right, so question. Who has a really awesome question for Dean because he's smarter than me?

I do.

So I've got this JD That I.

Can'T get off the ground. He.

He's invented this massive software program for depth of this, because a typical dentist has a software program to control their office and has generally about 20, maybe 30 reports, very basic general reports, right? So he's created this massive 250 report program that they can zero down in on anything they want in their business. So his problem is retention. Sells it to dentist. And about six to eight months down the road, they're dropping off.

Right.

Because they're feeling overwhelmed. They're feeling overwhelmed, yeah, because they don't use 250. They don't even use 25 of the reports.

But it's like going into it and.

It'S a source of frustration every time they open it up and look at it, right?

Yeah.

And it's kind of like going into a Vegas buffet. There's just too much.

Right.

You can't eat it all. And it wasn't meant to be for everybody. So I know exactly what they need.

Tell me.

Well, I mean, the dentist. I know exactly. Each dentist needs a different set of reports. So I can drill down and just go, okay, Dennis A needs, you know, 17 reports. Dennis B needs 14 reports. Dennis C needs 38 reports. I know how to do that, and I just can't figure out how to do that. So you're telling me that I should just, like, get these guys on the.

Phone, which guys on the phone?

All the dentist up there that have bought this just do a 90 day.

Well, maybe that. I mean, is it. Is it sold on a continuity basis? Is it sold on a monthly.

Sold on a monthly basis? Sometimes a yearly contract is cheaper.

Okay, well, is it. Is it. Can it be sold in modules? Like, for instance, like, if you wanted to. I mean, I might get this completely wrong. But say, for instance, there was 250 things that the software can do. If it was, say, online, like, it was an online thing and they only needed five of them, right? Well, you could say, okay, well, you're gonna pay for X, so you can utilize these five reports or whatever, but you would have, like, a lock, like a little padlock next to all the 250. So every time they go to the site to log in. They can see, you know, they go in, they can see which ones are open for them. But all these other things, so it's always taunting them. You can't get in there until you pay for that access. And see, here's the thing. The businesses that are going to make the most money and do make the most money today and in modern life where everything is overwhelming, there's so much information and people are mired in complexity, are the ones that bring simplicity to the complexity that exists in everyone's life. And I think what Apple did compared to other computers is that they made things simple. The remote controls, like you take an iPhone, I mean you're talking there is tons of complexity behind the class, I mean, millions of dollars of development winning. But there's a button, you know, there's a button and then, you know, it's like it's simple. And you look at Apple computers, everything about it appears simple and the user face appears simple. So part of it is not that it doesn't do all these wonderful things, but I mean, I hate remote controls that you just hold and you're like, you know, what the hell? If there's only six buttons that I'm ever going to use, why do I want 24? You know, it's as stupid. And so with the report things, it may be awesome that it does all this stuff, but I think, you know, to a overwhelmed, busy dentist, it might have so much that it's overkill. And not that that shouldn't be available, but it should be brought up in certain, certain times. Not like here's this whole software thing that does this, this, this and this. If you can just get them to do one thing consistently and then you, you know, it's the thing we're talking about, you know, profit activator number one. Narrow your focus and select one target market at a time. That I think should apply also to what you're selling people. You know, you're a life coach and you could probably get them to help them with their fitness, with their relationships, with their, you know, spirituality, with, with their ability to handle criticism, to self esteem. But there might be one or two things that if you get those handled first, then they become open to other things. But if you went in and said, oh, we're going to do this, we're going to do this. We drove by a billboard, it was on 44th street around Indian School and it was red.

What was it?

Red Walk? Yeah, it was like a restaurant called Red down there, but said Red Lock. It says Mexican, American, Italian and Chinese. And I'm like, I go, we should drive back. I was so far past. I want to take a picture to select a narrow single. So if you go in there and say, okay, what would you like? An enchilada, Some spaghetti? I mean, it's like, let me eat one first, you know? But see, that's. I think that's one of the problems. That's why it takes marketers to fix this, because people that are inventors really understand, oh, it does this, Nick. And they have good textures, and it probably is killer stuff, but it's not killer to someone that, like, looks at it and is like. And then they drop out.

Is part of the obstacle that they never get the report set up initially? Is that what it is?

Oh, no, they're all set up.

I mean, I just click and point.

And it'll show you the report.

Right?

They don't know what. They don't know what to do with it. And that's why the dropping off. And I'm going, if I could just talk to these guys.

Your free liners.

Consulting with them, telling them which reports they need.

You have this thing to have every report.

Your free liners will consult with you. We'll tell you which reports you need to use. That's their perceived value that they got up front that they didn't have to pay for. And then they stick and keep using the thing because they know that they have the reports that they need. So you have.

But there's probably an 8020 that there's probably 20% that all the dentists use already. That's 80% that they all use.

There's probably an 80, 20 already.

So if you find that, then.

I liked your idea.

Which the rest of it's just an upsell, right?

It sounds like you offer them too much almost where they get totally confused. And then you come back. I'll make it easy for you. Let me give you the easy button. I can separate this into five different components or something. That's what I'm hearing from you guys. Offer them everything and then come back and offer them something to make it easier for them.

I think the $64,000 question is, what are they doing when they drop off? Because they clearly got to have some software running their business. So what, you know, if these guys are losing them to Brand X, how's Brand X different? What are they doing differently if they're feeling more comfortable? Because, I mean, I'm presuming that when someone drops off, they're not just going back to a pen and paper.

They're not going back to a pen and paper. They're going back to their old software which has got about 20 reports which aren't very functional.

So people going back to the same competitor?

No, no, there's like about 40 different softwares that a dentist could use and all of them are very generic and they all just kind of like, oh, we'll just throw in these reports. And the reports aren't that good.

They're just going back to something more simple.

They're going back to something more simple.

What are they doing with these reports? Like what's the importance of it? Is it for, are they record keeping reports? Are they marketing reports? Are they profitability reports?

Everything, Everything. All those things and plus more. So it's like, do you really want to narrow down on. Of business? Yeah, it, I mean it shows you, I mean just for like referrals, it shows you who referred, you know, your, your top five referrals and how much production you got from those top five referrals. I mean it'll show you that and it'll show you all these kind of things.

Could you break it down into to, you know, before unit, during unit and after unit type of reports that are going to help them, you know, with. Do they do marketing reports or do they do anything like that? That's not what that.

At all.

I mean the smart guys do.

Right? Well, here's the thing. You, you know, if you can identify what is like the big win, like what is producing data that is so valuable to them that once they experience that, they don't want to be without it. See, because with Dean's stuff, once they actually get to that, that point where he's invested money in them, they actually, the ones that do do something with it, all of a sudden they start receiving that value. They don't want it to stop because then if they cut it off, they're actually cutting. It's like cutting a vein.

That's why I was asking about whether this are like compliance reports or something that are, that they functionally have to do or are these reports that, that having this software is going to produce an ROI for them. Is this going to increase their revenue? Is it going to increase their profitability? What is it going to do for them? So let me draw something. Can I do a flipboard or should I draw on the, we have flip.

Charts somewhere, but I don't know where they are.

Can you see that if I do that over there? Okay, let's do this. So one of the things that we did with the data that I got when I mentioned then we went back to all the people from the first graduating class of Project Cyrus to see what actually happened. In any kind of situation where you have a continuity that is leading to hopefully a return on that investment, they're spending money. So the way that it looked for our money making websites is that you've got, we take all the months of the year here. So we start out January, February, March, April, May, June, July, August, September, October, November, December. And what we're showing people is the cost of running their money making website is about spending money on AdWords, on Google AdWords to bring visitors to the site. That's the fuel that drives it. So people are typically spending 10 or $20 a day on their AdWords budget. So if they're spending $300 a month on their AdWords after month one, they're going to have spent $300. Month two they're going to have spent $600. Month three, they're going to spend $900. So it's going to go all the way like that, all the way across until the end of the year. And at the end of the year, if they're spending $300 a month, they'll have spent $3,600 on their on AdWords for the year. Now what happens and when we did these numbers, what happens is that typically real estate commissions are in the five to seven or more thousand dollar range. So what happens is that our Training program is 12 weeks, 90 days. So at the end of that period right here, people have spent 300, 600, $900. And if they haven't gotten a result yet, some of them start to panic. They start to think the only visible numbers that I see are that I'm spending $900. I see that I'm getting prospects, I see that people are building in my autoresponder account, but I haven't done any transactions yet. And what we found was that when I went back to this, in month four, month five, month six, typically people will have done their first transaction by now. But what happens is, let's say that it's a $5,000 transaction. Immediately in that first transaction they're already in profit because they've spent 3, 6, 9, $1200, but they made $5000 right here. And then the next month, if they do another one now, they've made $10,000 and the next month they do another one and they've got $15,000 and the ROI on these are like. It goes, you know, like rocket fuel. And by the end of the year, they have, as I said, a minimum of seven and are high on that. First graduating class of 30 people was 34 times ROI. And so if you can look at anything that you're doing, if there's some sort of strategy attached to it, something that they can use these reports to show a definitive. I got this revenue because I'm using this software. And you can go back to your clients that have been using this for a year and show the ROI that they got on the investment of doing this. It's a phenomenal way to illustrate. You know, I created these whole things. It's like an infographic that's a testimonial.

Yeah.

You're showing data that is an incredible evidence of what? Of how things actually work. Does that make sense to you guys? I mean, anybody who's doing any kind of continuity thing, that's the kind of. That's the kind of thinking that you want to have with people. And then we should show them that it literally pays for itself. I mean, it's literally. They would be crazy to stop doing it.

Yeah. So if you can actually get this sort of business set up like that, it'll change everything. So, you know that whole saying, little hinges swing big doors? That's the little hinge that swings a giant door.

Do you have a printer? Like, is there somebody here I can email that could print that?

Yeah, you actually. I have that printer back there set up on my iPhone. So if you send it to my.

Iphone, I can do that woman.

Shoot the monkey while you're doing that. Right.

The camera center.

I knew it didn't make it far enough. And so for people that are listening to this on audio, then.

Put it up on.

If you don't mind, I added that I have a software that we use for our business, too. And it was so overwhelming for me in the beginning. I'm still using maybe 20% of what's available on it right now, truthfully. And I pay every so often for an $800 seminar for them to come in and do a training seminar to train my staff on how to use it. And that could be something that you can offer as an upgrade to, you know, train them on how to use it.

Yeah. Or even if it makes sense to actually send people there just to get them up and running, because, you know, once you can get them to stick.

Well, that's kind of what happened with me, is now that I'm getting used to it, I Don't want to give it up because I like it.

Yeah, there's a.

There's a. They train people how to use the software, but they don't know the business, don't know what the numbers mean. And the software company is a software company, and they are engineers.

Part of this whole, like, it really is almost like a stick strategy of having when somebody gets the software that they shouldn't probably be allowed to maybe install the whole thing right away. That if there's one or two things that if you had to, you know, if you only got paid, if they stick with it and get integrated into it. Yeah, see, what would be those things? What would be the things that would make it completely ridiculous that they wouldn't want to stop? How much is it, by the way? How much is it? I mean, on a monthly basis, it's 4.95. Okay, so that's pretty significant. So. But somebody's looking at, for, you know, $6,000 over the course of the year. What are they going to do? What would they. What kind of ROI do you think somebody could get with this? I mean, using. If you had to just pick out one thing, is there anything in there that they could get $60,000 in return?

Oh, easily. Okay.

What would you think would be. If you went back to your, you know, user sup and using it for, you know, a year or more, what would you think would be the average? If you did like I did there and went back and looked, what would you say would be a pretty typical ROI?

The average?

I would say.

Probably somewhere between 80 and $100,000 a year.

Okay.

So there. So you're looking at a 18 or 20,000. 20 times ROI for that. Okay.

Yeah. See, there's a lot. So the big takeaway here, because, you know, for this first session, because we're almost at the hour, is if you start thinking about your business, like, what if the only way that you could ever get paid is if you created value first? It would really change the way you actually thought about what you were selling. I mean, if there was a law that was passed that said you no longer can sell something in advance without, you know, like, imagine that you go into a restaurant and you only pay for the meals that you liked. You know, do you think the quality of food would improve?

Yeah.

All right.

We have a special room for people whose phones would go off. Just so you know, and don't see, because I, I can see that you felt bad about that. So I, I just wanted to make you feel even better. It's okay if you come again? No, it's your first time. You get a free pass. It's like a 12 step group, but after the first, you know, then you start something. I mean, I'm just messing. Why is it when my kids put.

This on the little pause that I.

Don'T hear the phone ring for three days? But if I did, it doesn't work. It's called technology.

You know, my 11 year old knows more about that stuff than I talking.

About my six year old.

But hey, hey, you know what? When we went to the X Prize foundation, me and Renee, there, there was this, the laptop for every child. The guy that started that in Africa, they actually are going to the villages and they literally are. He was telling a story about how they dropped off the laptops to become remote villages in Africa. And they, they didn't even take them out of the box. They just left the box there for these kids. The, the laptops were charged in the box. They left them there with a tape and they gave them the kids who'd never seen anything like this in their life and literally they have the thing open and within three days they are, I think that they were using like totally effectively something like 30 different apps on the computers. And like these kids are, I mean, so it's like a child's brain knows how to figure stuff out. We just actually think they're much more stupid than they are. And if you don't even give them instructions and you just let them play with it, they actually not only figure out how to turn it on, but actually how to use it. And these are kids that have never had, I mean, any sort of exposure to television or anything, it's like what? You know, it's a trip. So technology. Yeah, but when you know.

You know.

What'S interesting about this generation though? I mean, think about it. We're gonna be like the only generation that actually went from like remembering the term television dial to faxes, to pagers, to dialed phones to the Internet. I mean, it's a trip.

It's a total trip.

I had my son or somebody typing on a typewriter, an old school typewriter on tv.

Like, dad, what is that?

You know, we used to do that.

To our parents, but when we get it done to us.

Were you in my typing class? Cuz me and Pat went to high school together. When I dropped the typewriter on my head. Do you remember that? Do you remember that though? That's the whole problem. Check this out. So I'm on this chair in the typing Class, it's on wheels. And I'm leaning back with the wheels, right? And I'm leaning back and I'm like. You know, during that time in school, I was always like high because I had a bong in my locker and everything. And so I had a bad drug.

Problem in high school.

Okay. So. And I talk about that publicly. So if it's the first time you've heard, it's not like this is the.

First time I said that.

And so, you know, I was in the front class. Front of the class. Remember Stacey Stump, whatever her last name is now. She got married, but nonetheless. So I was at the front of the class and so I'm leaning back and the chair slips out from under me. And I grab this desk like. And I'm like in midair basically with a chair that's not fault. And the whole desk is like. And there's a heavy typewriter. And it hits the ground as this typewriter.

Bam.

It just bounces off my head. And I swear to God, I'm the biggest. Get this up. This is a Dobson High. And the teacher, the typing instructor was a dwarf.

And she was. Do you remember her? Remember her?

I can't remember her name. She was super mean.

She was.

And so anyway. And so. And she lived in a mushroom though, basically. I like. So I get up and I immediately put the chair up and I'm like. I'm trying to act cool. Like I like. Oh, you know, I'm like, I'm so embarrassed. But in my head is pounding. And I'm like. And Stacy's like, are you all right? You all right? She's really sweet girl. And I'm like, yeah. I'm like. And she's like looking at me, she's like. I just see her mouth open and her eyes wide. And I'm like like, what's, you know, what's wrong? Drip, drip. Yeah, and I just totally. Yeah, that was bad. And then in the, in the, in the dwarf teacher screaming like, you stupid kid. What are you? I mean, she like lost it cuz she didn't know how to handle the fact that I was injured. So she's like freaking out. And that was. Anyway, that's typewriters. Typewriter. That's where my brain goes. Yes. What happens when you're delicious.

And that's how you reverse risk and make it easy for people to get started with tying it all back together.

So what? What? We have to end this episode together. I think Dave was gonna say. Was there something you're gonna say Dave? Oh, it's just to create a marketing audit. You know, if you sit down with.

Them, or you can even create one.

Online that would ask them, you know, a certain number of questions so you could find out what exactly is important to them. As far as these reports.

Yeah, I'm the outside guy. I'm trying to get a JV relationship. I don't own the company, so it's like, you know, I'm dealing with software engineer, CEO. So I never dealt with that before. And so it's teaching me a lot.

Scott asked me about it the other day over a glass of wine, and.

I said, we should create a better.

Product and put them out of business. I guess, you know, I would literally take. I would. I would offer to not just help them with marketing, just take equity in the company. Say, look, you know, because if you're. If you have equity in the company, maybe they're going to treat the whole thing different, you know, because they're going to need someone to figure this out for them. You can have the greatest tool in the world, but if it's not presented in a way that's not overcoming the complexity and people aren't seeing the value in it.

Right.

You know, that's why marketers are more important than experts, because, you know, you got to sell it first. You know, they're both important. I mean, you want to have a good product, you want to have good messaging, you want to have, you know, good usage. You know, I mean, there's a whole, you know, there's a whole series of stuff. But what, what I would do with, based on what Dean said, is look at at least presenting it to the dentist and the before unit, the during unit, and the after unit, because at least for a dentist, that'll make sense. That's more consumable and understandable because then you're seeing, okay, we've got all these reports that can help you in your before unit. We've got all these that can help you in the during. We got all these helping after. And you say, okay, what area of your business do you need the most work? Oh, it's client acquisition. Oh, it's retention, you know, and then you can, you know, build everything around that. All right, cool. So that is episode one of Tune In Next Time. Tune In Next Time and wait a week to hear what everyone here is.

Going to hear in a minute.

It. All right, so.