The One About Accurate Thinking - I Love Marketing With Joe Polish And Dean Jackson - Episode #93

I'm dean jackson, he's joe polish, and this is the I love marketing podcast. Hey everybody, it's Dean Jackson and Joe.

Polish, the one and only.

Here we are.

Yes, we are. And Dean, look, I need to like say something on this particular episode because this is just going to be me and you. And you know, that's always a special.

Moment because most of these episodes are.

Me and you with guests every other episode. So here's what I want to do. I want to give everyone a recap of what I love marketing is all about. Because we're going to talk about something not just about marketing today, but I want to give everyone a dose of a reminder of marketing. They've heard it before if they've been listening. But if you haven't, what we do is we break everything up into three units. And what are those three units, Dean?

The before unit, the during unit and the after unit.

Yeah, I would hope you would know that since you invented it.

I think so, yeah. I love it. I feel like we're playing Cash Cab or some kind of great trivia game.

Yeah. Because you have no idea what I was going to say, so.

I know. Yeah, I feel like I got that one. I know that one.

Okay, so here's the deal. So then we've got the eight profit activators. And let's see. Do you know these off the top of your head? Can I just quiz you? I do.

I know every one of them.

So the first profit activator is narrow your focus and select one target market at a time. Not that you can't market to more people, but at a time, that's what you start with. Because there was recently a really kind of ridiculous comment about like telling us to you guys, you know, with high love marketing, why don't you talk about selecting a single target market or whatever? And if me and you have been talking about the collective experience we both have in like me in the cleaning industry and you, real estate, which we've done for years and now we're teaching the general public how to go out and do the same sort of thing. But anyway, so that's the first one. What's the second one?

The second one is use direct response to compel your prospects to call you.

Okay, great. Number three is patiently and systematically educate and motivate your prospects to meet you when they're ready to meet you. Alright, what's number four?

Well, number four is about presenting your unique service offer in a way that makes it easy, easy, easy for your prospects to get started.

Okay, what's number five then?

Number five is to deliver a dream come true experience.

Okay, well you're not reading or cheating, are you?

Here, I'm not reading or cheating. I'm giving you from my heart.

Okay. All right, so number six, are you reading?

You're reading.

Okay, number six, profit activator.

Number five. Here's the thing, it's about delivering that world class dream come true experience from your client's perspective and really doing whatever it is that you're doing to create the result for them.

Okay, Gotcha. Alright, so number six is, it's how you provide after sales service. So even after you've already been paid, you provide really killer after sales service. You know, we talk a lot about stickkin. So that's number six. What's number seven then?

Number seven, now we're into the after unit. And number seven is about nurturing lifetime relationships with your clients.

Okay, cool. And so that's about lifetime value. And then number eight is orchestrating referrals by giving your clients an opportunity to feel great and fantastic about telling other people about you. So the point is the reason I wanted to read all those and go through them and I say read them because I actually have a list here. I actually lied, Dean. I have this list right here and I was supposed to kind of play it a trick on you. But that being said, you can clue me one day, you can just kind of off the cuff see if I can actually remember these and say them again.

I'm going to catch you when we're in a room together and I can see that you don't have any notes.

You should actually be pretty funny because I don't mind being put on the spot within reason. That being said, I wanted to go over that because on our I Love Marketing podcast you can download the breakthrough DNA report, which if you've not done it before, go ahead and do that and read all about this and always come back to it. Why are these principle based profit activators? I mean, you know, these are not timely sort of things. These, I think 100 years from now.

Yeah, no, you're exactly right. Yeah. They're not just like, they're not maybe timely, not the right word. They're not time dated. They're not, you know. Yeah, these are things that were, that were accurate 20 years ago and they're still going to be valid 20 years from now. And the reason that we call it breakthrough DNA is because these eight profit activators are like little DNA cells that manifest differently in every business you know, they're going to manifest differently in a carpet cleaning business than they do in a real estate business and manifest differently in a chiropractic or profess practice or in a retail store or a restaurant. But they're universally present. They're always there. And so that's the real value of the eight profit activators, is that we've been proving for 93 episodes now how they apply to every single business. And so hearing it from lots of different perspectives and hearing it from our experience of applying it to a very specific target market, you with carpet cleaning, me with real estate agents, is really valuable to think through the process of how to think about these eight profit activators and how to apply them to your business. And, you know, one of the things that I wanted to talk about tonight was the. Some of the experiences that I've had just in the last little while. I'm constantly observing what's happening to me. I'm always observing, you know, as I'm experiencing things, what is happening in the real world and how, you know, these eight profit activators apply. And so I was recently in California at Frank Kern's wedding. And so I had.

Well, you know, I thought we were only going to talk about things that are going to be timeless here because that wedding could be, you know, that marriage could be timeless.

Well, it doesn't matter. What. It doesn't matter. The fact is, I was out in California, and here's the experiences that I had. So getting out there, you know, flying there, landing and going to the Enterprise Rent a Car situation. Same. And I had the same experience when I was in Phoenix, going to the Enterprise Rent a car. That Enterprise has really impressed me in the way that they handle the during unit, the way they handle the experience of, you know, getting your car and returning your car. Because that's the. That's the two things that, you know, that are really the. The pivotal moments in the rental car experience. And I travel often, don't make a rental car reservation. I don't have a reserve a car online. So sometimes I'll land at the airport and I won't have a car reservation. So I will go to the counter or I'll hop on the bus, you know, and so in Phoenix, I did that. And the, you know, the bus driver is very courteous, very helpful, friendly, and then explaining something that you'll need to know coming back on the trip. He was saying, you know, if you're flying on the same airline that you were that you arrived on, then you'll be going back to Terminal 3. So when you return the car, when you get out here, look for the bus that says Terminal 3. And if you forget that, just look up in the monitors and it will show you the airlines at which terminal to go to. So future pacing knowing that you're going to return the car and you're going to maybe need to know what to do when you return that car, it could cause some friction for you. But he's kind of future pacing that and letting you know ahead of time what's going to happen. So I thought that requires some architecture that requires somebody to think that process through and to make those suggestions of how you could make a valuable experience for people who going to the airport. So when I you get there, you know, in Phoenix, you go up on one level and you make your reservation, go through that whole process and then you come down this, the escalator into where all the cars are. And so coming down there, we're greeted at the entrance to the thing by a young guy who's got some, you know, cold bottles of water for us, hands us the cold bottles of water, you know, takes our reservation for us and introduces himself, tells us he's gonna, you know, help us pick out the car. And he walks us right through, takes our bag and takes us to the, the aisle where the cars are that we had rented. Gives us our choice of any one of those who walks around the car, does the whole experience for us. And it was really a well orchestrated, nice experience. And then when we're getting out of the parking area, the guy who takes all of our information, takes the contracts and stuff, the last question he asks us is how did we do? Is there anything we could have done better? So really very interesting that they know that at the end of this encounter they're going to ask you how did we do? Is there anything that we could have done better? And they're really focused on providing that experience for you. From the moment you land till the moment that you get in your car and exit the parking garage. You know, that experience was really orchestrated. And the same thing happened in San Diego when I was at, at in California just recently. And so I, when I went through that same process there, same thing, very friendly bus driver, same kind of future pacing information. You go to the counter, you rent your vehicle, they're, you know, greeting you, helping you find the car, and on the way out they ask you the same thing. And when I was returning the car, effortless return process, they're very friendly. And then the last question they ask you again, how was your experience? Is there anything we could have done better? And it was really kind of like you feel good about that, because even asking that question, I realized there really was nothing that they could have done better. And I realized that even asking that question points that out. It highlights the fact that there really wasn't anything that they could have done better. They did a great job.

Right, Right.

Yeah. But that takes some orchestration, and they did it and delivered that in a pleasant way. That, you know, that that was an orchestrated procedure, you know, doesn't just happen by accident. They know that somebody's going to ask that question at the end. They know that if they don't do a good job or they're rude or they are short with you or there's any friction in that process that you're going to tell them that.

So what do you think the takeaway for everyone listening should take from that?

So I think that when you realize that the During Unit, the experience that is the core of what it is you do, when you recognize that as a timeline, when you recognize it that it starts from the moment they engage with you, and it goes until the transaction ends, that Profit Activator Number Five area is really your chance to architect an experience that is remarkable. And that's really the goal of this. You know, when you look at it that the, you know, the core objective, of course, is to deliver the result that they're. That you're providing for people, you know, delivering a clean rental car, that, that works. But the, you know, the next level of that is really doing it in a way that's remarkable, that creates raving fans. One of my favorite books ever for, for the During Unit, for especially Profit Activator Number Five, is, is Ken Blanchard's Raving Fans. That's a. A great book that talks all about that. It's your chance to put your signature on something, to put your flavor on something, to really create an experience that you would be proud of.

So I think you've recommended that book like 400 times.

Well, I think I probably have. Every time we talk about Profit Activator Number five, it's like, it's the book that I can reliably point to that really stimulates the kind of thinking that's required for that.

Let's talk about thinking after you say that.

Well, that's exactly it, because tonight when you and I were talking, one of the things that I suggested was that we talk about this idea of one of Napoleon Hill's Almost Forgotten principles of success is accurate thinking. And there's been so many things that have been going on recently that have really kind of brought that to the forefront of my mind. And I want to, I think there's a lot of things that we could.

Talk about politics at the time we're actually recording this, politics being one of them. And if you actually look around at the world and how people make decisions, if you're an accurate thinker, you can see the difference between accurate thinking in action or not.

Right? You're absolutely right.

Well, define it. What does accurate thinking mean?

Well, I think that, you know, knowing and there's lots of different kinds of thinking, you know, like there's lots of valuable, different mindsets, there's lots of different approaches to things. And I think that, you know, when we talk about the, the during unit, especially accurate thinking is thinking from the perspective of the end user, your client, how they're going to experience this, you know, and rather than looking at it from a perspective of what's the most convenient thing for you, as you know, we're looking at what's the remarkable experience, what's the dream come true experience for your clients. And you know, we talk about the two things of being the core objective, which is, you know, whatever the core objective of your, of your experience is getting them the rental car or in the same trip. I stayed at a great place in San Diego called the grand del Mar. And it's a spa golf resort in Del Mar, California, just north of in North County, San Diego. And this is like a world class resort. It's a wonderful five star resort, incredible spa. And when I got there, that same experience, it's got all of the Four Seasons type experience. When you check in, they've got a nice hot towel for you, they've got some lemonade for you. When they come, when you check in, they don't just hand your key over the counter, they come around the counter and they hand it to you and take you right to the elevator. Instead of saying, go around the corner, down this hall, over to the left, there's the elevators, they take you right to the elevator, push the button for you, tell you what floor you're on and which way to turn when you get off the elevator. And just that kind of, you know, that kind of orchestration is how we do it here. You know, that's kind of the thinking that goes into that is what is going to be the dream come true experience for somebody checking in to this hotel. And what I was really impressed by was in different places, at the cafe, at the gift shop, at the spa, anywhere that you were sort of standing at the cash register, they had these little postcards, little survey cards that were. That asked the question, can we bribe you back? How can we bribe you back? And it basically said, give us your contact information for special rates and offers on any of the following. And you check the box, you know, are you interested in, you know, golfing, spa, you know, all those kind of spa treatments, and you fill that information of what you're most interested in, why the resort is your choice kind of thing. And it was a great strategic way of realizing that one of the best opportunities they have to bring somebody back is to encourage that while they're already there, you know, and that applies to anything. If you own a restaurant, one of the best times to, you know, the strategic opportunity you have is to nurture, think ahead, you know, think about nurturing that lifetime relationship with them. In the during unit. You don't wait until you officially get into the after unit, but think that way from the beginning. Think ahead. That that's what you're. That's what you're going to do. So it was interesting to see that in action, you know.

Yes.

That's why being out and traveling and getting out of your normal environment is really instructive, you know, and you travel a lot and, you know, you probably notice those kind of things too.

Yeah, yeah. I mean, I think that's actually one of the best ways to get perspective is, you know, even Gary Halbert used to say that if you find yourself becoming very successful financially, you know, take the bus once a week, you know, just get yourself out of your. Your own world.

Very interesting.

Yeah. And, you know, I mean, I think, you know, I have a friend, John Butcher, who owns a company called Precious Moments. They're the collectible company that does the, the figurines and stuff. And he also created a company called Lifebook, which is really phenomenal. Yeah. You met, you met John before you.

I know John. Yeah.

And basically, you know, he is a great world traveler and he takes as kids all the time, really, for that perspective, just to get different. I mean, you just can't experience and understand things if you don't go experience them. I mean, you can read about it and, you know, there are certain people that are better than others, but for the most part, you know, getting out of your own world and having, you know, different observations is one of the, you know, a lot of times people travel or take vacations because they think, oh, you know, I. Well, for one, I can't afford it. Or, you know, they have this guilt of leaving. But if you start really looking at it as about expanding your possibilities for success. Even when I was broke, struggling, when I first started my business, I would actually go window shopping. I would go look at cars that I couldn't afford because it just. It did something for my brain.

Mm.

You know, and I think it's very similar to what you're talking about.

Yeah. And that's, you know, so if you just pay attention as you're going through new experiences, I mean, you must have had, you know, in. You've been shopping now for the different electric cars. I mean, you've gone through the Fisker experience. You've gone through the.

Tesla, the.

What's the other one? I forget?

Tesla.

The Tesla experience.

Yeah. Well, I got Fisker. I don't have a Tesla yet. I'm still waiting for that to arrive.

Yeah. So what would you say in observation of the during unit of those two experiences? What would that. What could you say was the most instructive thing that you observed about that?

Okay, the. The thing that Tesla, George Blankenship, is the one that set up the Tesla store. So Tesla has created a whole different sort of environment, which we'll have to put up the videos because actually videotaped being at Tesla and going through the purchase process of reserving the car, which I haven't purchased yet, because they have a thing. We actually put down a $5,000 deposit. And when your car is ready, they will notify you a few weeks before the car is ready, and then you can. With no obligation to them, you can cancel out and you can get your $5,000 back. Right. And if you do decide. So it's a really great way to have someone put some skin in the game, but not have them feel at risk, you know, just to get a bunch of pre orders for the Tesla then, you know, so when I did that originally in San Francisco, you know, and you were with me, weren't you?

No, no, it wasn't. I wasn't with you.

Was it Brendan? Who was I with?

I think it was Brendan Burchard. Yeah.

Okay. I can't even remember. You know, it might have been Kevin. No, no, I'm sorry. It was Mike Klein. It was Mike Klein. Okay, so we walk. You know, it's so funny because it was in the same center in San Francisco where I can't remember what the place is called without the Tesla thing, where I've actually been there with you before. So I totally got confused. But it was with Mike Klein and we were there and our girlfriends were getting massages and we were walking around this mall and I had just gotten done working out because there's a gym there and we're walking around there and we walk into the Tesla store. I had no intention whatsoever of thinking I was going to buy one or put a deposit down. And so the presentation though, see George Blankenship, the guy that designed the Tesla stores, also is the guy that originally designed the Apple stores and the Microsoft stores. So he has just got a real good brain for design and for setup and creating a experience, a really phenomenal before experience for prospects and clients and customers. And so we go in there and it's education based marketing. They've got a couple of Teslas and they've got things up on the wall and you've never really looked at cars this way. It's a completely different environment environment than a car lot. You're indoors, it's air conditioned or if it's cold out, it's always a nice temperature. And they sit you down in front of a computer and they walk you through it and they take you through this whole process and you start with entering your name and your email. So you're in their system. They are doing lead capture before you even get to the point of you're going to buy a car. I mean, it's brilliant. I think everyone should go and see how it's done. And so there we are several minutes later and I'm giving them a, you know, entering a credit card into their computer system. You know, I'm putting it in. They're not taking a credit card and swiping it or anything like that. They don't got a little square thing on the top of an iPhone. I mean, you're sitting there in front of a computer entering your information. And so when I get back to Arizona, they, you know, open one up in Scottsdale. At the Scottsdale Fashion Square Mall there's a Tesla store which several stories up in the mall, like I think it's the second or third story. You know, I was like thinking how the hell do they get the car up there? But they got a couple of cars up there and then they send it. So what they do is like all over the country, wherever they got the highest concentration of orders that are coming in online, they're going on and they're opening up Tesla stores. Now I like seeing things like Fisker and Tesla succeed because it's creative destruction. You know, I actually, I Mean, a lot of environmental companies that are going bankrupt and stuff, they should be because they're, they're really, they don't have their act together and stuff. And when I say they should be not because I'm anti environmentalism, I mean, it's just, there's a lot of these companies that are getting funded that really, you know, they don't have their, they don't really quite have their act together. However, I really like what's being done with these unique car companies. I mean, even when at Singularity University. I'm doing a little tangent here, but, but at Singularity University, the guys that designed and created the Google car that drives without a driver, it's amazing. So I've had dinner with one of them. So basically going back to this experience, so they open up a store in Scottsdale and then they send an email out that we're doing it. We're going to have an opportunity to, you know, to test drive the Tesla. And so make a reservation. And you make a reservation and you, you know, they set it up just like you would make an appointment at the Apple Store, you know, and you put in your name and information. And I was on a Saturday and I went down there and I drove it and videotaped it. And I've got all those videos which, you know, some of them, they're just not really edited well though. But you know, we can maybe find a couple and pop them up on the site. That would be cool. Or we can do it later, we'll decide. But so, so that's, that is the before experience with Tesla. Now I haven't gotten the car. You know, they drive very cool. They're really neat. Even when I was in the car, we actually pulled up. I love marketing on the computer screen.

I remember seeing that one.

Yeah, yeah, I sent you that video and that was pretty cool. And so now, now you take, now let's take Fisker, because I actually bought a Fisker and I'm driving a Fisker and we're actually giving it away.

For who?

For the genius network, for whoever sends the most referrals to the 25k G, if anyone wants to do that. 25k group.com, by the way. All right, so, you know, the car is phenomenal. Now, I'm going to be biased in this, though, because the dealership, you know, there's a person there at the dealership who I think is really cool and really helpful, but there's a couple of other people at the dealership that I would say don't really quite understand.

The best I remember, I was in the car when we had a couple of conversations with somebody.

Yeah, Yeah. I mean, there's some bits of idiotic stuff. And this is coming from a dealership that I've bought six automobiles from. And I'm not going to name the name yet because I, you know, I don't want to.

No, no, I gotcha.

You know, but the thing is, I mean, there's some idiots that work at this place, and I don't mean like the Fisker dealership, I just mean the company in general. And so one of these days I'm going to actually track down the actual guy who owns this very large dealership because they own, you know, they own all kinds of different, you know, they own Mercedes and Fisker and BMW and Land Rover. Yeah. Not worldwide, but like, you know.

No, no, I know.

So basically, you know, the experience. But see, I'm biased, though, because I've actually had a conversation with Henrik Fisker, who is the founder of Fisker, who I think is a really cool guy, really innovative. He was one of the top, you know, the top design guy at Aston Martin and Ford and, you know, so very sharp, very brilliant guy. And I actually want to have him as a guest for. I love marketing. So we'll do that at some point. So the Fisker, I think, is like the coolest automobile.

Don't you think, Joe? We should really focus on getting thought leaders on the show.

Yeah, exactly. I think we should. And that's an inside joke. If everyone doesn't understand what we're talking about. Tell the story. Tell the story. I mean, you know, I think it's funny.

Well, we always laugh. It was funny. Somebody in the comments had said, you know, stop parading your buddies through here and focus on the real thought leaders. And I look back at the last 10 episodes that we've had of I love marketing, and we had Mark Thompson, Tony Robbins, we're thinking, and I look back at all the people, Tim Ferriss and Gary Vaynerchuk and Peter Diamandis and Richard Branson, and I'm thinking, who among those is not a thought leader? It just happens to be our friends.

You know, critics are funny. I mean, they're really, you know, like, you could. You could give everything, you know, under the sun, they'd be like, oh, Joe, you babble too much. You could have said what you said on I love marketing in half the time.

Yeah, I could stop with all joking around. Yeah.

You know, I mean, I'm sorry, I'm not Obama. I don't have a teleprompter sitting in front of me all the time. And I ramble. I have add. But the fact is, you know, we have, we have like great marketing stuff here that we give people and we interview amazing individuals the very best that we can find it. Yeah. So going back to Henrik Fisker, you know, trying to, you know, I just like people that are doing innovative stuff and I'm a real big fan of creative destruction, so. But the experience is completely different, you know. You know, the thing with, you know, the Fisker versus the Tesla, you know, Fisker's not gotten great PR in a lot of areas, but the car is amazing and, you know, they're, they're working really hard on doing some really cool stuff. And as it's, it's my favorite looking automobile though, I think it's fast as hell. Everyone that's driven, beautiful. I mean, everyone that's driven is like, oh my God, this car is unbelievable. And so, you know, I love it. And you know, part of, part of the whole process here is just seeing how the entire auto industry works. And I really think, you know, I'm a guy that has bought a lot of cars because we give them away as contests. You know, I've given away Mercedes and Hummers and Corvettes and Jaguars and Land Rovers and you name it. And if there's any industry that could use what it is we teach on, I love marketing and take it seriously. It's the auto industry.

Mm.

You know, I mean, really, even providing after sale service, even after you've already been paid? I mean, very few people in that industry do it well. Yeah. So.

Well, I look at, you know, who does do it well is our BMW dealer here in Florida. You know, it's a very different experience than even the Mercedes dealer. That because we have a Mercedes and a BMW and the BMW dealer is, I'd have to say, superior to the Mercedes dealer in the way that they handle the relationship and the after sale experience.

Let me say something to that too, because I don't want anyone to take out of context what I said. I'm not talking about entire auto companies. Because it is an independent.

No, no, because you're experiencing it at the dealership level.

Right. Because there's two BMW dealerships here in Arizona. There's two Mercedes dealerships here. I can guarantee you from experiencing both of them. One is same automobile, but completely different management, completely different mindset from the individual dealership.

Yeah, I don't know that that's a good point. Because I don't know that this is true of all BMW dealerships, but our BMW dealership here, you know, when it's time to service the vehicle, just the guy who sold the car actually lives in Winter Haven and the dealership's in Lakeland, next town over. And you know, when it's time for the car to be serviced, he'll come and drop off a loaner car and take the car into to be serviced and bring it back at the end of the day and trade back out. So there's zero income, convenience at all. But also if you ever are in Lakeland and you are near the dealership, if you drive in, they'll, they'll wash your car for free any, anytime, you know, you just drive in and they'll wash it and off you go. And I thought, you know, that's an interesting, you know, after sale experience and you know, it's good for that because clean BMWs look better than dirty BMWs. And so it's a good thing for them because a clean car kind of sparks people's attention and also it gets you in the habit of continuing to come into the dealership. And while you're waiting for them to clean wash your car, what are you doing? You're looking at this year's model and all of a sudden your 2 year old model doesn't. You're starting to think ahead now.

Right, right, right.

There's a strategic objective of that too.

Okay, so going back to accurate thinking, I mean, what is required for someone in, we're using car examples like why do some people get it and others don't?

Well, I think that when you look at it, sometimes having a different perspective changes the way you think about something. You know, if you're thinking about, you hear, you hear me talk a lot about this idea of core objectives and strategic objectives. You know, like the, all the real breakthroughs are in the strategic objectives of the during unit, not so much in the core objective. You know, like, so the core objective is to sell somebody the car, get them off the lot and you know, rack it up on the sales chart for the month, you know, but when somebody buys a car, the strategic objective is that you are setting up a lifetime relationship that they're gonna, that their next car is gonna be a BMW or whatever it is. And so many of the luxury car dealers now will include servicing in the, in the purchase price so that you're continuing, you're coming back into the dealership. But you know, when you look at the other opportunities that you have of getting a referral from the people that you are, the people who just bought that car. That requires thinking about the experience that they're going to have when as soon as they leave the dealership, you know, what. What's going on there? Because never. Their entire inner circle now in the next seven to 10 days is going to see this new car. It's the thing that they're excited about. You know, like what. What do people do when they leave the dealership? The first thing they do is they are on the phone and they're calling somebody, their friend or their family or their girlfriend or their spouse, and they're saying, hey, I got the new car. I'm coming over. Where are you? They're going to show it off to somebody. That's the first step. And they're going to be pulling into their driveway for the first time, and the neighbors are going to see the new car, and they're going to get out of the car and they're going to back away and kind of look at it and feel good about it, maybe wipe off the little spot that they got on it on the way from the dealership to their driveway, and they're going to go inside the house, and then they're going to be looking out the window at it, and then they might be posting up on Facebook about it. And all of these things are happening. And accurate thinking would be about understanding what those things are, understanding what's happening, and thinking ahead as to how you can leverage those opportunities. What can you do knowing that that's going to happen, to give yourself the best opportunity to not only just cement that relationship, but to take advantage of all that momentum and turn that into more people buying cars.

You know what, there's a lot to be said about. It's a lot easier to maintain momentum than create momentum. And what happens and what I think is so great about the eight profit activators you take, you know, deliver a dream come true experience designed from your client's perspective. Well, that's building on the momentum of the, you know, doing a good job in the before unit as you go into the during unit, and then the after unit of, you know, providing after sales service even after you've already been paid, and then moving into nurturing, you know, relationship relationships and focus on lifetime value. That's just building on the momentum that is already kept. And what happens is, in these units, a lot of people, they play them individually and they kind of neglect. I mean, it's just really weird. It's kind of like if you're lifting weights and all you do is you train arms, but you never do core or you never train your legs. I mean, it's just you're going to have a lot of imbalance balances in your system if you're just going to lift weights. Could you imagine I lift weights. All I do is calf raises.

Like Popeye calves.

You got some big ass calves. But it's the same thing. Part of it is looking this. The chain is only as strong as the weakest link.

But the real thing to realize is that a lot of that momentum is based on the natural timeline that's happening from the moment that they start till the moment that it ends. If you know that people are on Facebook and they're going to be sharing about their new car with their friends. If you think ahead and think, wouldn't it be cool if we had a video, just a 30 second video of everybody who buys a new car getting in their car, driving off the lot and waving as they're they're leaving in their new car. You know, they're getting the keys, they're getting in the car, they start the car, they drive off that, that 30 seconds to one minute. If you had a video of that that you could put on as a dealer, your Facebook page and tag them in it so that it's already on their Facebook wall as soon as they leave the dealership, that is an opportunity that you only have once. They're only going to get the keys, start the car and drive off the lot one time. And if you don't think ahead for that, if you don't plan ahead, knowing that that's what's going to happen in the next 48 hours after they leave the lot, you've lost that opportunity and you can't recreate that. So thinking ahead, knowing that that would be a valuable thing, would lead you to the process that supports it of setting up so that every salesperson on the lot has a flip video camera or some kind of easy to use video camera that as the process, when people are getting in the car and leaving that they shoot a video and they use a little script or use some way to introduce that idea and they shoot the video and then they go right back to their desk and they upload that video right to the Facebook page and tag those people in it. Congratulations to Joe Polish. He just drove off the lot with his new Fisker. And that is kind of like a great experience, a great thing that only happens if you think ahead and architect it.

Exactly. That is a great idea too. I mean, everyone listening, I'm sure, can find some version of an application of that.

Yeah. Looking at it though, we divide the client experience timeline into two parts. Above the line is the actual experience, and below the line are the processes and the systems that need to go in place to make sure that that happens ahead of time. If you look at the timeline that the moment that they're getting the keys, that the you're going to shoot a video, that's the above the line experience. Below the line, what has to happen before that moment ever gets there is that the guy's got to have his flip video. It's got to be charged, he's got to have it in his pocket. He's got to know what to say. To say, hey, I'm going to let me shoot a little video of you getting in the car. Here's your new keys and that kind of thing, orchestrating that 30 seconds to a one minute video. And, and then he's got to know how to upload that to the Facebook page and how to tag them. Those are all below the line things that the client isn't experiencing. What their experience was is that the moment they got the keys, the guy pulls out the camera and says, hey, let me shoot a video of you as you getting in your new car. There, that's it. That's what they experience. That's the above the line experience. Then when they get home and they go to log on to Facebook to tell everybody they got their new car already, right there on their wall is your video that you just shot. And they can just say to people, hey, look, there's the video for you.

Yep. I mean, that's just, that's just really smart. That alone, that one little idea alone, if it was actually listened to and leveraged and heard by a, say a particular car company would be worth millions, million.

It really would. And you know, that's the same thing for anything that you're delivering. You're delivering a product to somebody, somebody who, you know that when they get their new house, you know, going to put the sold sign up or you know, when they, you know, get their new motorcycle or they get whatever, you know, if there's a physical product that you create for somebody or you've, you know, renovated their basement and it's the reveal of the basement or anything like that, you think, what moment could you capture at the end of the transaction that would be a valuable thing.

Yeah, exactly. So the key here is to do a little brainstorming to Think about how can you take that and apply it to yourself. Or of course the other option is, you know, well, you're talking about apples and I sell oranges. So I don't know how that would apply to me.

I know. That's why the thing is, you know, you give an experience, you give a thing like that and that I think part of accurate thinking is being able to adapt ideas for your own thing, you know, immediately. Not thinking, well, that doesn't apply to me. But thinking, how does this apply to me? How could this apply to me? What could I do? What's the music? This. Not necessarily that specific idea. Yeah.

You know, and let me mention one thing too, and I'll be a little bit sarcastic and stuff, you know, we've had a person that has made comments. He uses the initials A.P.L. as for Apple. And he writes these comments that are, you know, I could say all kinds of insulting things, sort of like he does. But if someone just would read the comments that he rights, meaning they speak for themselves. And the thing about having an opinion about an idea versus having a measurement or result of the use of the idea are two completely different things. When I interviewed my friend Nathaniel Branson, and he's like the father of self esteem, he wrote many books on self esteem and just a brilliant guy. And I was interviewing him on a genius network interview several years ago on self esteem and he said this line which he didn't come up with. I can't remember the lady who actually said it, but he said when people go to a therapist, they're not looking for an explanation, they're looking for an experience. Most people that are going to therapy, they've probably read books, they've struggled with something, and so by the time they go to a therapist, they don't need an explanation of depression, they're going to get that anyway. But what they're looking for is an experience of changing it and feeling different. And in a lot of ways, someone just listens to these ideas as common sense, as some of them are. Most people don't do them. But the real way to get the most out of this is to actually. You need an experience to really be bought into marketing. People that we try to teach marketing to, it's not until they actually put the strategy in place. As our friend Evan says, speed of implementation is one of the most important things that you can do. When you hear good ideas, how quickly you can take it from hearing it, putting it into action, because then you get to experience it. And you know, there are the people that are passively listening to this, you know, and that's fine. I mean, maybe they're learning about business, maybe they're learning it different ways to think. Because certainly one of our main goals is to. Is to not just teach strategies, but change the way someone thinks about it. Even if we just have conversations, just creating that conversation in your mind as it relates to marketing and positioning and building, you know, your business, I think that is very useful just to change the way you think. But more than anything, we want people to experience the results. And that's why taking an idea like you said for the dealership and saying, well, how does this apply to me? What can I do? As soon as there's that sweet spot where the timing is perfect to capture our client or our prospects experience ever.

Happier about getting a new car than the moment they get in it the first time and drive it off the lot. Yeah.

And so as I parlayed that into critics, if you actually look at people that actually criticize things as it relates to how to. Most of it is not. I tried this thing, and it didn't work. Most of it's just having an opinion on something that you've never even really tried, but thinking, you know, they're trying to give someone advice on how to do something better. You know, the whole comment about thought leaders. I'd love to see one of those sort of people go and set up an interview with Richard Branson or Tony Robbins or Tim Ferriss, let alone set up a podcast and all of the things, you know, I mean, this is not complicated. I mean, we tell people, go ahead and do it. I mean, what's great about our meetup groups? We're like, see what me and Dean are doing. Go do it yourself. You know, I mean, you know, we're not. We're not trying to hide the recipe here. It's right.

Stop it, Joe. Stop giving away our secret recipe.

It's like, we're. We're doing this to help you go do what we're doing. Don't take our content. Don't take our name. I mean, that would be. Not only.

How are we ever gonna be able to survive as a free podcast if everybody else is giving away free podcasts?

Dude, that is so funny. Honestly, it's so funny. But, you know, the thing is. But like, if you're gonna post something, you know, on our side or any ones that's like, what's. I mean, try their recipe before you complain about how you don't think it's a good Recipe. I mean, if you baked, you know, I just don't like.

That's a good word. I want to bring that word back because that, you know, our friend Dean Graziosi talks about recipes as, you know, the secret.

But.

Yeah, I mean, you're so right, you know. Yes, it is kind of funny.

We'll talk about the recipes then. Since you just mentioned it, go for it.

Well, you know, it's kind of an interesting dynamic. You know, part of. Part of accurate thinking, again, is how you think about what the dynamics of something. Like I. It's really interesting to me. You know, you did the incredible Is Selling Evil video, which has been just phenomenal. And you got that in Success magazine. And that. That whole idea is, you know, an incredible thought, very accurate thinking. Without somebody was. Without salespeople, nothing would ever get done. You know, nobody never have any kind of new, new product. Sales people are the backbone. Selling is the backbone of our economy. And so that same thing, there's a lot of talk and it's interesting language. When you hear people talking about pitching and, you know, you say these things. Well, they talk about this, but then they pitch something and like, pitching is a, you know, the same kind of thing. It's like selling is pitching evil, you know, and you look at this idea like a high performance person is thinking about something that somebody has already done, written down the recipe for you and providing you a shortcut to a tremendous shortcut from ground zero to actually implementing an idea. And, you know, I always look at those things as like, well, thank God that I don't have to figure that out now. Somebody's already done that for me, you know, and they're thankful and look at that as a good thing instead of looking at it as. As a bad thing. You know, that there's. Well, yeah, I mean, they'll tell you what to do, but they. You have to buy their thing to. To do it, you know, And I think like, well, thank God that they have done that and have got something that is going to shortcut the process for you. I mean, that accurate thinking is saying, you know, you could skip to the front of the line here. You could skip all the stuff of having to figure something out if you can follow a recipe that somebody's already created.

Yeah. The funny thing too is especially after you let someone have a free trial of your recipes and you show how this actually works and the results, this is not like a sneaky sales letter making promises and then suggesting a product or service that someone should buy or in our case an information product that's going to, like, just get money out of someone and sneak up on them. But people that actually think that salespeople or people that are incentivized to make a profit because, you know, they might actually make some money out of something are bad people. I mean, these are. That is the most inaccurate, delusional form of thinking on the planet. I mean, how do people expect anything to exist? I mean, you know, do you expect, you know, electricity and roads and computers and cars and music lessons and, you know, grocery stores if there's no incentivization for this sort of stuff? But it's interesting that people in the giving of advice business or the how to business or the strategy business seem to, you know, get attacked because God forbid they might actually be trying to sell their knowledge and their advice. You know, I mean, it's funny, because most information marketers, I know, some that are viciously attacked, that are good people online by morons that cannot do what they do, so they're jealous. I mean, these people provide far greater services in a much less expensive, more condensed, fast period of time than most colleges and universities that I'm aware of.

Oh, yeah, absolutely.

You know, but you don't see people out there hammering these colleges and universities quite in the same way. Not that it doesn't happen. I mean, I think over the last few years, there's been a lot of exposure of the inadequacies of the educational systems. But, you know what I mean, that's the beauty of free choice. I mean, no one's forcing anyone to listen to a podcast, buy a book, buy a course, go to a seminar, go to college. I mean, you know, these are. These are choices that people make. And the thing is, making decisions based on, you know, what do you think is going to be the best sort of fit. And, you know, the thing is, most people, I think, that are players, you know, they just sort of get that, you know, the challenge is that there's a lot of people that aren't players that really don't get that in, you know, And I don't know. I don't know if you can fix stupid.

You can't fix stupid.

Yes.

That should be our slogan for this episode. You can't fix stupid.

You know, I mean, you could. You could try, but I don't know. I don't know if it's fixable, you know.

Oh, good Lord, that's so funny.

You know, I remember Gary Halbert. He started one of his seminars once where he had this guy, Joaquin De Posada, who he had, he did his is Gary Halbert famous carbonized shit theory where you know, when you're, when you're a little child, you know, you're assigned a little angel and one has a mallet and a bag of bullshit. And you would hold the bullshit over your, your, your head, which is also porous, and he would smack it and you know, the world would, all this would seep into like, you know, he would say things like, you should take Latin because that's going to be really important. This bullshit would seep into your head and then he would go, he would give all these examples. So when you see a politician on TV making promises and everything, you know, little mallet, you know, with an angel smack, you know, listen to what this politician says, you know, more bullshit would seep in your head. So by the time you're an adult, you have so much shit that's been packed in your head from the world, you know. So when you look at like a televangelist and they're, they're speaking and you see light gleaming out of their eyes, it's not enthusiasm, it's this light reflecting on ship that's become so hard packed that it's carbonized into a diamond like lust. And so that he introduces this guy Joaquin saying, you know, he's a stool softener. And so he's going to come up, you know, he's going to help get this shit out of your heads, you know, so you can actually think straight and get like, understand that what I'm about to share with you with this marketing is the best way to build and grow your business. And it actually is pretty classic. I mean, Gary's original carbonized shit theory speech is pretty darn funny. But those were some of the highlights. But yeah, you know, I mean, that's the thing. I hope our podcast is a stool softener for some people because most of the stuff that's taught up marketing are an enema. Yeah, yeah. And the thing is, more than anything, it's just embracing selling and marketing is a good thing. I mean, when I see someone that's a marketer pitching something, but they're pitching something that's going to help someone get to a bigger future that's good for them. Why would you ever give that person a hard time to celebrate them? I mean, they're knowing how to get money out of people by making a case and selling something that's useful and.

Pay attention to it. That's what I always say when we look at it. There's no extra charge to see that.

Yeah. But I think a lot of people have a real hard time with people that are. Are good at getting them to part with money because they so want it. You know, it's kind of like. It's like people that attack the rich, but as they all want to be one, as if these people are bad, you know, like vilify the successful people because they're successful. I mean, it's, it's silly.

Well, you know, you look at. And it's a different. I think it's a lot about the way that people think about money, you know, when you think about the way that, you know, when we've got different people who. You always think about money as fun tickets, you know, and that's kind of an interesting approach to think about money and, you know, thinking about money being able to. To get you shortcuts, you know, and the kind of shortcuts that are valuable are the recipes of somebody who's already been where you want to go.

Right, right. Yeah, yeah, exactly. You know what I want to do before we wrap up? Because we're right at that time. Dean. Yeah, yeah, we're almost there. We got a minute left. The is selling evil video that's on YouTube. If you put in Is selling evil and type in my name, if it doesn't immediately pop up with this very beautiful picture of me and you can see my 3 minute and 40 second rant on the question when someone asked me is selling evil? And I just talked. That's there on YouTube. But we actually had that put into. We had an animation created by the Draw Shop and basically have we put that on.

I love marketing.

I don't think we've put the animated version. So.

Okay, well, let's do that up under this episode, right?

Yeah. Then in case I don't get some good Tesla videos or any car videos.

That are put right there.

At least that's, that's, that's, you know, I mean, it's not like anyone's paying us for this so that we don't have to, I guess, fulfill. We don't really have to create a dream come true experience for our podcast. But I can assure you the selling evil could perhaps be a dream come true experience. But here's what I really like. People actually like that video because people are showing it in universities, which is cool. Might teach something and in seminars and stuff. People are actually using that video to really give up. You know, people really resonate with my message about that. I would love if you took that video to our listeners. If you would love, I would love it if you actually spread it around and just shared it. Because I, you know, I hope it's my contribution to the perspective of how to look at salespeople. And again, selling could be used in evil ways. I mean anything could be used as manipulation and you know, bad ways. But for the most part if, if you're the definition of selling that I use there, if you follow that definition, I don't see anything but good that could come out of it. If your actions and intentions follow the definition that I explained on that video. So check it out on ilovemarketing.com let's put the animated version up there. You can also find them on YouTube. If you just typed in my name. Joe Polish is selling evil.

Perfect.

So that would be great, Dean, if you could. And by the way, if anything goes wrong with the website currently, you know, because I mean maybe we'll pass this back and forth and Dean will make it my responsibility at some point in time. But currently Dean is the one that. So if an MP3 is not up there at the same time as, you know, like the transcript, it's all Dean's fault.

And so I'm ready for that now.

If anyone wants to.

We've 93 episodes. Yeah, when you think about that, what an accomplishment we've got here.

I like that completely. I mean I think people should take.

Maybe you could do it for 93. I'm ready for you to do it for the next 93 episodes.

We should. I mean two entire work weeks there in free episodes.

That's exactly true. Good lord, we've got.

Well no, it's more than that. It's working overtime.

Working overtime, that's right. 45 hour weeks.

We've got it. All right, so to wrap up what we've talked about here, you know, profit activators, those are the principal based things to make your before, during and after units. Hum. You know, so that's obviously what all of the marketing is built around. If you've not read the breakthrough DNA report, please go ahead and do so. If you really feel the urge and need to buy something, you can get our I Love Marketing book that is available online@ilove marketing.com and you know, accurate thinking, you know, go and pick up Napoleon Hill's Think and Grow Rich and read the chapter on accurate thinking and take it seriously because it is your life.

There you go.

Yeah. And until next time, we got some good episodes coming up. We've also got some cool guests that.

We'Re going to have.

And we're going to put some bonus episodes up, too. I've got. Got a really interesting episode that I did with Jeff Madoff, who is the guy that does all the Victoria's Secret commercials. So we're going to put that up as a bonus episode. It's actual video that I shot, and at the time I'm doing this recording, I'm getting ready to leave to go to the. I will be live at the Victoria's Secret Fashion show, which will be cool. Maybe we can do a whole episode on that.

Perfect. When you get back, it'd be great.

Take pictures and everything, you know. Love you in the show. Actually. I'll be on the Runway.

Love it. Yeah.

In my little angel outfit.

Leopard skin. Yeah. All right.

We're going to try to find some thought leaders. All right. While we're, you know, we're going to.

Research them high and low.

Okay. So, Dean, be well, and to all our listeners, have a good day. Good night, wherever you're at, and we will talk to you later. Thank you.

Bye.