The One About Breakthroughs - I Love Marketing With Joe Polish And Dean Jackson - Episode #97

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.

Here we are.

Joe Polish.

Yes, the Joe Polish the third.

We're in Orlando. We are at the Lowe's Portofino. Did I say it right?

The Lowe's Portofino. The lovely Lowe's Portofino hotel at Universal.

Yep. And it's been a eventful three days. Dean was doing a breakthrough blueprint and he had a bunch of fine individuals. 1, 2, 3, 4, 5, 6, 7.

Seven.

Six of them are here right now.

Not including us, are surrounding the table and just went through three days. So we decided to do a podcast from here right after the breakthrough blueprint, and talk about anything from questions that anyone has to insights that everyone has to any marketing stuff that decides to enter our brains and be regurgitated out through our mouths.

What do you think your first experience of this?

I mean, thank God I came down here for the experience for all the other people to have. No, I'm kidding. So I thought it was great. I think all these sorts of going after the before, during and after units of the business and going through the eight profit activators is just a smart thing to do to get clarity on your business, come up with strategies, look at how to do things differently, get new perspective. It's always a good use of time, and it reinforces the importance of not figuring out marketing and piecemeal in between busyness and emails and stuff.

Total immersion. Really getting like that's the thing for people is to get the experience of immersing themselves in really thinking about it at a high level.

You know, I thought about this the last time I went to strategic coach, where I've been going to strategic coach for going on 14 years now, and I spent a whole day there with Peter Diamandis. Peter went to his first Strategic coach meeting because I referred him into the group and you were there. And I thought during that meeting, like, you know, one of the reasons I actually like this is because you take an entire day to think and to plan. And you, you know, I mentioned this earlier today, that Winston Churchill quote, that it's not the plan that's important, it's the planning. And so we all have an opportunity to spend three days planning. And, you know, there's no perfect anything. It's just taking the time to do it just gets you. Makes you better and get you more clear and that sort of thing. So, yes, I think doing that in any area of business or Life, especially marketing, is critical if you really want to have breakthroughs. So. But I'd like to hear from everyone else what they thought, because me and you were doing one in January at my office. And so this is a perfect opportunity to have people that haven't experienced one of these to pony up some dough and come down and hang out with us.

So that's what it's all about.

No, no, this is about contribution and free podcasts and that sort of we're here to serve. And if someone wants to cut us checks just because it'll make their lives better in all levels, then that's not a bad thing either. But no, I'd like to hear from what everyone else had to share. So let's start with Luba. What did you get out of this?

Well, I think the best thing was because I had a clear picture of what steps I need to take right now.

Now, wait, wait, here's the deal. You got this interesting name, Luba, and you've got this funny accent. So what's sort of your background?

Well, I'm originally from Ukraine and I'm living in Portland, Oregon. And I have a really nice cool device called Rejuvenations G4 that can help anyone look much than they are.

Right? Yeah, I mean, it's starting to work on Dean too. And that's, you know, you're talking about, you know, you know, what's the whole Michelangelo thing with David? Yeah, what. What's the story with the statue? How's that go? Take away everything.

Literally just looked at the, the block and he just chipped away everything that wasn't David.

Yes.

Yeah.

So we're going to use the G4 on Dean Sword in the same way, but it won't be a chisel, it'll be a G4 device. And so your company's new way beauty spelled.

Correct.

Okay, so going back to before I interrupted you, what were you going to say?

Well, I think that was just amazing thing for me because like I said, I got a clear pictures on what I need to do and then I'm just like totally know exactly what steps will bring my business to the next level. And I think because you are deeply going to each details which is, you know, like literally like, you know, you just see like what exactly I will move that things on. And then because of that group of people and because of the, you know, like Dean explained like very clearly what exactly going on in your business before, during and after. So I think that's the best thing that you can ever have experience with that kind of environment, if you want to know exactly what your business is right now and how to bring to the next level. So you must be there.

There you go. I couldn't have said it better than myself, nor with the same accent. So who wants to go next?

Steve, you want to dean yet? Oh, sorry, I'm the other Dean. So I'm from the UK originally but now live in sunny Florida. So this is just down the road from me. And it was a really interesting three days. Not just when you work on your own business, but hearing what everybody else had to say. Because as long as you're open minded then and you're not, my business is different then. When you listen to what the steps of the businesses are going to be taking, you can see how you can apply them to yours. And I think I got a few, a lot of notes about what I can do in my business, which is coaching veterinary practices that I got from other people talking, not just, not just me. So that was.

Yeah, see that, that's really it. Like when people come, it's kind of interesting because there's no computer, we don't have the screen, there's no PowerPoints or anything like that. It's really about having, you know, eight powerful conversations about each of the profit activators and really understanding how they apply. And this is, it's been interesting, Joe, because this, this is the fifth one of these, last one for the year. And I've seen some commonalities jump out during this, you know, like I've seen some patterns evolve and it's people disappointed in you.

I mean, right.

The crying.

The asking for refunds, you know, because this is not cheap.

I haven't mentioned that. It's actually my second time. So no one's asking for a refund. Yeah, I think people have to come over again to experience that because when I got a 67% of respond from email, so I think that's huge.

Yes, well, there you go. No, I mean I'm just sending you in your place.

Exactly right.

I'm just trying to be the sales prevention department.

But no, here's the thing, I've seen it now that the people who get the very most out of going through this process are crystal clear on who their target audience is because everything evolves from that. And even if coming to something like this helps get clarity on who the actual target audience is, it really helps even moving forward to realizing what kind of result that you can actually create for those people and how, how to thread all of those beads in the. The before unit to. To bring more people to your during unit. And so I got a lot. Luba was talking about her, the email response and seeing how sometimes the simplest things that we do are things that get the most dramatic results. I mean, but it all comes from really understanding what to do, understanding what's the driver of the message that you're trying to send and what is going to resonate with that audience. The more you really deeply understand and can articulate what it is that your target audience really wants, the more responsive they are.

That was it.

Hi, I'm Renee from renearea.com and what you're just saying now, Dean, huge takeaway for me again, even having attended so many different marketing conferences. And it's something that sounds so basic is the differentiation between the compelling marketing campaigns versus the convincing. And I think that's something, you know, probably the I love marketing peeps can. Can hear again because, I mean, once you really get it and it clicks, it just makes a huge difference.

Yeah, absolutely. And I say so. You know, what Renee's talking about is we talk a lot about the concept of, you know, infusing your marketing efforts with more cheese and less whiskers, and the cheese being the real desire of your. Of your prospects. And when you really understand that, when you really understand on a deep level what they want, their self interest, it's so easy to offer that to them, to give it to them. And we often find, I see the biggest pattern is in not making the distinction between profit activator number two, compelling your process to call you, and profit activator number three, educating and motivating your prospects. And so often people try and do it all in one step. They're trying to move into. So, you know, we had a couple of examples of postcards that were trying to convince people and not getting that great a response, but understanding that, you know, really thinking about what would be the thing that's going to get them to raise their hand. You know, the example that we said, so everybody can get kind of understanding of it is the example we use a lot is through our efforts of marketing to lakefront homeowners in Winter Haven as a. From a real estate perspective, trying to find listings, understanding that the, you know, out of the 2,100 people who own lakefront homes, 80 of them are going to sell their house this year. So all we really want to do is if you could imagine having the ability to fly over all the lakes with some magic goggles and all the houses that are going to sell in the next 12 months will glow with this bright green. That would be really useful. And that's what we can do. If you can put aside your selfish desire to convince somebody to list their house with you by sending out things, talking about, you know, your business or your, your experience in selling lakefront homes and put that aside and just know that the conversation going on in their head right now is how much is my house worth? And offer? So what we do is we offer them the send a postcard offering the free December 2012 report on winter Haven lakefront house prices, which is just exactly what they want to know. We're not saying, you know, call Julie Matthews and start packing or you know, how Julie Matthews could sell your house for top dollar. It's not about that. We're not even. The only reason we identify her is because it's required, but it's the offer is the focus of just getting them to raise their hand. They almost let their guard down because it seems like a public service that's being offered. It doesn't seem like there's any commercial intent to offering that sort of information. And we've seen that used in lots of different ways from selling mainframe computer outsourcing to Fortune 1000 companies to sell, selling fitness programs to menopausal women in the uk. I mean, it's just, it's been fascinating to see how it all, how it all grows.

I think the interesting thing was how no matter what your audience is, everybody could narrow it down from the big, the small. So when we go to veterinary practices, every vet thinks that their audience is every pet owner with a pulse. And what we say is that, well, it's not because you want to first look at things like affluent pet owners in your area or baby boomers because, because they've got their empty nesters or you want to focus on dogs or cats or even down to breeds and Chihuahua owners, for example. So I thought was interesting with everybody's business in the meeting, no matter how broad you thought your audience was and your target market was, you could narrow it right down to a point where then the message became much clearer because it was for a specific subsegment of your market.

Perfect.

You know the thing that Gary Halbert, we've talked about this before where Gary Halbert, the late copywriter, he used to sell equipment for Pitney Bowes before he became a quote unquote world class copywriter. And he told me this story once about now we have to turn my cell phone off here. Did you hear that little iPhone thing, gone. All right. So nothing like an interruption. He would tell me this story about how when he worked for Pitney Bowes, they had the salespeople that were selling, you know, to other businesses where they'd have, you know, go door to door. They would call on people on the phone, they would do a lot of cold calling. They would have territories that were broken up by areas, zip codes, etc. And that when he first started working there, you know, everyone had a territory. He got a territory. And the more when they would hire additional sales people, they would go into everyone's territory and he would say that they had a map on the wall and they would actually shrink the territories of the different salespeople in order to open up a new territory for a new salesperson. And every time he did it, he said he saw this happen several times during the period of time he was there. What would happen as soon as a new salesperson came on? And everyone's territory would get sized down. Everyone would get pissed off because they're feeling like opportunity was taken away from them because they're shrinking the territory. But he said, what happened to all of them? Every time they did that, they'd make more money. Every time they shrunk the territory, they'd have made more money because they had to drive less. They'd have to go deeper with the people they were calling on. And even though it showed that they would make more money, every time that they would do it, the person would feel like something was being taken from them, but they would still end up making more money. And the thing is, there's something seductive about thinking my product or service applies to everybody. Who's your target market?

Women.

It's all women, you know, not, you know, blond hair women or women of a certain race or women of a certain interest, but it's like everyone. And so one of the things of, you know, select a single target market is just shrinking that territory. And not only is it a more profitable thing to do and an intelligent thing to do, and it's proven to work better. There's something about the resistance to doing that that is very hard to do. And because it's almost like, why I want the whole world.

There's nothing more powerful than from concentrate, from getting down to the core, you really get that opportunity to speak directly to the individual trees in that forest. Even though the forest could be huge, still, most people have more opportunity than their capabilities that they're, you know, if you have a big opportunity, it still has to conquer A small territory of that rather than trying to take it all on at once. I mentioned in the meeting that part of the idea and I got this from Roy Williams. It was this concept of in radio advertising, the choice is, the choice you have to make is would you rather convince 100% of the people 10% of the way or convince 10% of the people 100% of the way? And so even if you've got something that can appeal to this huge broad audience that you have no capability to reach, narrowing it down, focusing in on a specific segment of that market, even if it's geography really, it amplifies the impact that you're able to have. I mean, can I share about the spas, the idea of narrowing like that? So Luba, with the rejuvenation G4 had an idea that it's being distributed through spas. There's 60,000 spas in the country, but we can't go out and reach all 60,000 spas at once. So narrowing it down to Luba lives in Portland. You know, the idea of, and I often use this as a piece of advice for people that if they've got something that has the huge potential like that, that they would often be better served to imagine that they're only license to sell whatever it is they sell within the city limits of where they live right now. And that focuses your thinking into, well, if I'm going to go to spas, how many spas are there in Portland? How many can I have a relationship with? So narrowed it down to four spas in Portland and then going to them and knowing that each of them have thousands of clients. But we're not going to go to the thousands of them at once. Let's go to the estheticians, the ones who have the relationship with the people. So the five estheticians and picking their top 100 people, the ones that they would know by name, and sending a short personal, expecting a reply email to that group of people and getting a 67% response. And three out of four of the people that come in buy. And knowing now rolling that out across 60,000 spas is, you know, it's an incredible opportunity. So you're kind of bootstrapping as you go, you know, and funding growth by sales, leading with sales.

That's what I'm trying to say.

A huge aha. For me that it's, it's the same thing, but it's applied a little bit differently. Is taking your existing list or your existing clients and even making distinctions within that, you know, what are the, you know, percentage that have bought X, Y or Z? And what is your, you know, your highest ticket clients and how you can.

The highest probability people first, the gold coins.

Right.

The low hanging fruit.

You got it.

Punk.

Fruit.

Think about how you guys transformed me in a way.

Yeah.

But first Joe Power, or as I call him, Josephi now.

Yes.

Which means Power.

Right.

We identified my ideal prospect and I wasn't excited at all. It was only $240,000 a year in income to me. And I'm looking at this and I'm going, I'm not even interested, you know? And you kept working. The power of the group was phenomenal. The reframe that they kept working on me, helping me work through it. I got pushed. I really got pushed today. I walked in and what did I tell you? I said, okay, I figured out a way to do 360 this year, to do 800,000 the next year. Trigonometric after that. I wouldn't have done that if I had been sitting in my office, mind mapping, thinking it was the power of the group. It's phenomenal.

Yeah. That's awesome. Thank you.

Thank you.

Exactly.

And this is Joel.

Yeah, Joel Cohen. I get to help people with the rich cleaner system.

Yeah, it's the thing we do for my carpet cleaner. So Joel's actually, you know, originally became a client of Piranha Marketing and bought my kit for cleaners 17 years ago.

Yeah. So since then built and sold two successful carpet cleaning businesses, but.

And now you're marketing full time. Yeah.

And all due to what we've learned there. But I like that was Will, that was just talking. I like what he said about having it broken down and just, it's. So if you're sitting in your office, first of all, if you're smart enough to take what these two guys talk about here on every one of these podcasts and book the time to sit down and start to apply some of this stuff. It's really difficult when you sit down and then you got to try to think, okay, what do I do? What are the next steps? You might have all these ideas. So that was what was really special about this weekend, is that you took all these ideas and you showed us practical application, kind of spoon fed us so that we could take it step by step and see exactly what we could do in our own business and how to apply it. So that doesn't come naturally to a lot of people. And I think I'm actually thinking how we could help some of our carpet cleaners. To do this very same thing where we can just break it down and really help them on a level that they couldn't do by themselves, that they maybe could get a little further with the rich cleaner system. But, but man, wouldn't it be cool to take them all the way through step by step?

That'd be a dream come true. Thinking about who that market is and then creating that dream come true for it now.

You know, the thing about it, which is interesting about what Joel just said, is that, you know, compared to anything else, there's nothing else in the world that's better for a professional cleaner than the rich cleaner system. In terms of proof, in terms of, I mean, proof that like thousands of people that have made a lot of money, some have become millionaires as a result of this. But it's still that constantly thinking about how to make it better, how to deliver it better, thinking, you know, what is the. Because you started the meeting out with the thing about core objectives, the thing that prospects, you know, what do they want most or what do they need, you know, from you? And so it's just putting yourself in the shoes of how do you just make it better for them, how do you create a dream come true experience? And what I think is cool about meetings like this, people that attend meetings like this actually care about what they're selling. They don't just want an ad campaign. They understand lifetime value of a client and that the real money comes from relationships. Not from selling something once, but setting it up so people can buy again. That's why there's a before, during and after. Not a before, during, leave, abandoned. It's not called before, during, abandoned, but that's how many businesses, businesses are, you know, the moment they sell something. I mean, they do a piss poor job of during and if they even care at all with the after, you know. And so yeah, I just wanted to point that out because I think it's, it's cool. You know, one of the most important things to being a good marketer is empathy, you know, having empathy for who it is you're selling to, understanding them, you know, climbing in their minds, entering the conversation that's in their mind and, and being able to deliver that. Do you want to say anything, Brad?

I'm happy to. It was really kind of quite impactful. Three days and you just don't get that much time to spend actually working on your business instead of in it all the time. And you can spend a few hours by yourself and try to do some planning and put that sort of strategizing hat on as opposed to putting out fires all day every day. But to get in a group of people that are doing all kinds of different things and have sort of a base of marketing knowledge. It was a lot of people that actually will listen to this podcast and people that pay attention to marketing and know what you mean when you talk about a back end or know what you mean when you talk about lead generation and different ideas. And here's what I do. And a lot of times as somebody who's worked with lots of different companies and different industries as well, or just people in small business owners, sometimes you can just take that one idea from one industry and do it in another one. And no one does it like that. Well, everyone does it like that over here. And so it's easy to kind of be, to sound smart as a marketing consultant because of those things. But when you're whole room full of people that have seen so many things about all the elements of marketing in so many industries, it's just an incredible place to have ideas that you just would never have. And you know, the general word is breakthroughs. And it's just really neat to have to see people have those aha moments just to have those epiphanies that you just know you would never have come up with yourself if you hadn't been there with that group dynamic going on. So it's been great. And, and you know, I don't know, that's just my thoughts about what we've been doing as far as this podcast. There's so many things and the great thing is to be able to focus on what's the next thing that's going to make the most impact on your business. You know, and that's one really great about this theme that Dean and you guys talk about these eight profit points, because those are the eight, but there's really only the three. You know that Jay Abraham would always say that you could either sell more customers or sell more to each one, or sell them more often. That's really the only, only three ways. But how do you do that? Like how do you sell to a customer more often? Well, he's really broken it down into a system of these eight things. And you know, and maybe somebody could think of a different one that's also kind of important. But these eight are it. I mean, he's, you know, this has been developed over decades and if you'll just focus on these eight things, that's how you sell to more people more often. That's how you get more people coming in the front door. So really neat process and I hadn't really seen it before. I knew Dean was a sort of a genius when it came to this marketing stuff, but to actually see his ideas that he's developed and seen in action with a bunch of people actually putting it to use and walking away with real actionable copy and ideas for messaging that they can use, it was really cool.

I love when you said that it's really one of the most valuable things is picking the next thing that you do. The closest thing I said in the meeting that one of the. I always take the approach that just like if you're going to lower your golf score, the best way to lower your golf score is to get better at three foot putts, the ones that are already close to the hole. And you know, I liken that in this whole thing of, you know, starting closest to the cash register, starting at the things that you already have going on. And often for people, that's their during unit, you know, that everybody's all excited about starting and diving into the before unit and doing the marketing and getting some new ads and all that kind of stuff, which is very important. It is important because it's absolutely the driver of growth. But if you've also got a constant stream of people that you're already working with, you're already, you know, in a sort of volume type of business. The Durham unit offers so many immediately applicable strategic objectives that it's. It's almost embarrassingly simple to raise your average ticket price by probably 50% at least very easily. And just thinking through that process from the moment that they say yes, the moment that the transaction starts, and looking at it with the, you know, client experience architect hat on and looking for not only, you know, better ways to get the result more efficiently, but also looking for ways that you can create other opportunities just because you're doing business there. And so that's a really cool breakthrough.

Well, how would you, you know, I'd like to get everyone's opinion of some definitions of stuff because I think it's kind of interesting to hear hear different perspectives. Perspectives. After the three days, what does. I'd like to ask everyone what does marketing mean to them. What is marketing? If you had to define it, how would you define it first? You go first, Joe.

Okay, I would define it as engagement. So I mean, that was one of the big things I circled, you know, during this course is because when you can get somebody engaged, you know, we can, almost all of us, you know, no matter what our business, if we're face to face with someone, we can easily get them engaged in what we have to offer, how it benefits them. And so taking marketing and duplicating that kind of engagement is what always, I think, is the challenge. And I think, Dean, you broke it down really well. But just helping us to see, well, how can we step by step incrementally engage people and keep them engaged a person.

And that, you know, engage people is engage a person. Yeah, we start to think about, we, you know, we start with the idea we spent most of the morning on, on the first day just getting to who the one person who is the single target market is and keeping that one person in mind as you go through all of this, what would it take to, you know, what would be a dream come true for this one person? And what. How can I engage this one person in a dialogue? That's why some of these emails that seem like, you know, they're just so short and personal, but they're so engaging because they're the way that you would speak to one person even though you know that nobody cares or knows that they're part of the forest.

Well, no, because like when I, when I send an email to Dean, I just say, hey, jackass, call me. And it's like, that's the magic. How many words? The magic four word email.

Right.

Sign J. So maybe. No, I'm kidding.

But that whole thing is like, you know, when you're speaking to one person, it's. You communicate in a different way than when you're addressing the audience. And I said, you know, it's kind of like if you were to walk into stalk and get up on a chair and say, attention, everybody, can I have your attention? And you start to say something to them versus being in line and the person in front of you turns and you ask them a simple question or you engage with that one person. It's a completely different dynamic, you know?

Right.

You know, Dean, you have a very natural way of simplifying a lot of things. And you have a really great way of simplifying it down to nine words, eight words or six words, which I think is absolutely brilliant. This is Will Ezel from Tampa.

Again.

I want to talk about what marketing is not. It is not just communications. And I think that a lot of people out there really think that that's what it is. Communications or a message. Marketing begins with anything that hinders, hurts, obstructs your sales or selling something and people drastically overlook it. It also is anything that helps And I say anything but, Joe, you gave us a great definition of marketing in the last three days, actually. But I will tell you again what it's not. And that is. And I'm begging your listeners to stop thinking about it just being a message or messages. It is absolutely not.

You've got to look at before, during, and after.

Yeah.

Thank you, Will and Luba.

I would say marketing as a relationship. Relationship between you and product that you deliver and people who actually benefit from your product. So if you're able to orchestrate a process that you create those relationship between all of those steps so you can dominate and actually, you know, create a culture with anything that you do for the world.

Okay.

And by the way, I have to mention, because if people hear screaming in the background, this is the funny story, because we started recording this podcast outside in the courtyard.

We started in the room, or we were gonna do it in the room where we were doing the.

Yeah, well, if we started this whole thing, we could literally take up this whole episode explaining what it took to almost get to this point. And so, yeah, so we left the room where we ended up having the third day of this breakthrough blueprint, which, by the way, Dean was conducting this one. I actually showed up as a student so I could work on my own business without having to run an event, which was really cool.

That's a lesson in itself that somebody the caliber of Joe Polish is coming to learn, not just to teach.

Well, yeah.

And I mean, because I want to eat my own dog food. I mean, and I always have where, you know. Absolutely. It was incredibly beneficial to do that with it, with everyone. And so the room where we had, you know, the third day, we were going to record the podcast there. But then, because Dean's pretty much not really, you know, pays attention to some things, he only had the room till like, 6pm or something. So we had to leave because they had it booked for it. So we left there, and then we were going around this very big property, and there's Italian music playing everywhere, right? So trying to find a place where we could all sit down and record, it was hard. And then so we picked a place outside. And then as soon as we got the computer, it started sprinkling on my computer. And I'm like, oh. So here we just found, like, an open little part of a ballroom or whatever, and saw the noise you heard in the background were a bunch of people just that work for the hotel making a bunch of noise. So Joel, being the really cool person he is, actually went out there and just I think beat them senseless. So Luba, I'm sorry to cut you off, but I just wanted to because when people hear things in the podcast, like why would you know they were like, what the hell's going on over there?

Well, yeah, I just like to say that marketing for me is a relationship. It's relationship between you and product that you delivery and the people who benefit from your product. So if you can able to orchestrate that process so you actually can create a culture that people actually waiting for your product so you can release iPhone 5 and 6 and 7 and then everyone will just keep buying and buying and buying your stuff because it's great.

Yeah, that's awesome.

For me, I think in going back to what Dean said in many of the podcasts, I think marketing is working out how to give your customers or mice the cheese, how to give them the cheese, how to make them predetermined to buy what you've got to sell so that when they come to get it, they're coming in from a reverse of you not selling it to them. They're coming to you because they want it, because you're marketing to set them up to come to you rather than trying to make a sale. So it's giving them the cheese that's the big thing for me. So the nine word emails that anybody can use in the business is all about getting to them in a way where they don't perceive it as marketing or selling. They perceive it as a communication with a. With somebody who's making an inquiry. And what was it you were talking about? The it puts. The puts. If it's a business you're communicating with, it puts them in the mood of they are getting the emails if they're going to receive money rather than spend it.

That's the guiding thought is that no matter, especially in business to business, that every single person on every level of Every business is 100% authorized to bring money into the business. And so if you can make it seem like that's what is happening. And I'm not saying that because sometimes.

I actually have met a few corporations where I think people are like there to figure out how to screw up. Which we call the sales prevention part.

There's some confusion around this whole idea of more cheese, less whiskers, that some people are using that concept and misinterpreting it as being bait and switch, which is really not about that at all. It's about just like if I use that lakefront example again offering only the cheese, they're not interested in why they should list with Julie Matthews right now. What they're interested in is how much is my house worth. So the trade is when I send 2,000 postcards and we get 40 of them to raise their hand. I know now that those people are much more likely to sell their house than the general population. And I can focus all of our attention in profit activator 3 on educating and motivating the right people. You know, it eliminates all that waste because otherwise I'd have to, you know, educate all 2,000 of them. And it's cost prohibitive, you know, in a lot of ways.

Yeah. You know, I think a lot of ways people maybe misinterpret that because they picture in their mind cheese put it on a trap. You're here to trap people. What's that?

Not at all.

You know, because you think of what's the. And so people take some of these terms which, you know, they actually mean hook that is literally stuck in them that they can't run away from. Not what are you going to attract them with? And it's. That's not.

Be an advocate for the mouse. That's really.

Yeah. Because before, during and after really is about caring for people. It's not just selling something to them, but it's really taking care of them.

That's actually what I was going to mention when you were asking people to share what marketing is to them. And I'm kind of an energetic person, so I got some visuals in my head. So hopefully when I say the words, it comes out right. What I was feeling into is that marketing is the enthusiasm and genuine care that you have for someone you love before, during and after you give them a gift. So when you look at it from that perspective, your heart is really in it. You genuinely have love, compassion, and care. So when you're giving someone a gift, you're not just giving them a gift to get something back. It's because you really love them and care about them. And I feel like marketing to me is really the. It's that conversation.

No, dude, that's.

That is awesome and beautiful at the same time. That is.

About how that feels, how that feels when you're. When you think about when you really do have somebody's best interest, when you're looking at it from their perspective, when you're making a completely risk reversed offer where there's no. You're taking the chance on them. You know, we talked about the episode where we talk about getting results ahead of time. What would you do if you only got paid if they got results. And so taking that on yourself with delivering them the result, especially if what you're doing is helping people make more money, if you're creating collaboratively that money together, people are much more generous in sharing with that future money than they are with the present money.

And it's a win win situation because ultimately, if you really are a giver and wanting to share value, it's an automatic win for you to be able to make an offer and an opportunity just kind of ties into what you're talking about, about with the whole orchestrated referrals. You know, people love to be able to refer things, so it's like we should love to be able to share our own gifts and services in the same way.

Yeah.

I think it's also understanding the fact that not everybody is going to buy today. And when you talk about 15% people buy in the first today, but then 85% are going to buy over the next 18 months. So it's making sure that when they are ready to buy whatever it is, that you're the first business that pops into their mind because you've marketed to them and put it in there in their mind that when they. When they need something, they're going to come to you.

Absolutely.

Did you give a definition?

Not yet, but I. We've been talking about. Goldratt used to say that he compared it to duck hunting, and he said that the marketing was attracting the ducks to the field and making sure that there was enough glues there so they'd be stuck and sales were shooting them.

That is funny.

And so there's this whole kind of interesting thing about some of the language. Like, you know, there's all these war metaphors and, you know, sports analogies and things. And we talk about making mafia offers, which is, you know, an offer the customer can't refuse. But it doesn't talk about where you want to shoot them. It's just like literally an offer that they. Is irresistible to them.

Right.

It's based on their needs and what makes.

Then you tackle them and put them in a cage that they can.

Then you're going to close them. Right.

So take their credit card out of their wallet. Yeah. Swipe it.

Yeah. You know, I mean, one of the terms I really like from Dan Sullivan. See, we had to fit him in. We fit him in again. Every episode we've mentioned Dan Sullivan, and here we are.

It's product placement, right? Product placement.

It's not paid, but yes, it is product placement, I guess.

Well, that's the reason he comes up a lot.

Yeah, well, he's brilliant and he has this term value creation monopoly, where, you know, where you don't create a monopoly because you're the only electric company in town and you can still treat people badly and they're still forced to buy from you because they need what you have, but a value creation monopoly where the client, the patient, the customer grants you the monopoly, not vice versa. And I think utilizing before, during and after and doing a good job, like one of the things that came up, you were talking, Dean, where I'd like you to tell this story, but the punchline is just make it fucking amazing.

Right?

So, you know, we were talking about that and in order for someone to really want to make something not just amazing, but fucking amazing, you know, that requires you to actually give a shit about what it is you're doing. So this is, this is the profanity section of the podcast.

So.

But let tell that with a rare.

Profanity appearance from Dean Jackson. How are you gonna like that?

Yeah, go for it.

Well, we've already got the punchline. Tell us the joke.

Really?

I didn't know any other way to tell him, like what it was without revealing what it's about other than saying that line.

Go ahead, tell that story. I'll tell you the punch later.

Yeah, it was in the context of a conversation about being crystal clear about what it is that you can deliver for people. What is your delivery of a dream come true for people? And not everybody has the same dream, but the people who are crystal clear on what it is that they're delivering have a much easier time of things. Like Walmart is crystal clear clear on their mission to deliver the lowest possible prices. So everything they do is about driving prices down all the way down the supply line to the way everything in the way they do business.

So you can't talk about the famous person or anything.

Absolutely. So on the other end of that is somebody like Donald Trump, who's completely committed to his absolute clarity of values is what's the very best thing available. And he's on the opposite end of the stream. He turns that to 11. Where all the uncertainty comes, where all the compromise comes, is when you're somewhere in between where you're trying to make compromises to get the result. And so I was sharing that there was a show, and it may be still on the Golf Channel, called Donald J. Trump's Wonderful World of Golf. And it's a brief, brilliant show in that he has celebrities come and play rounds of golf at one of his golf courses. And he's got to give him credit. Nobody has created a national luxury brand of private golf clubs until Donald Trump came along. And he's committed to having the very best golf courses in the world. And I have a friend who lives in Virginia. And Donald Trump bought their country club, bought the Lowe's Island Club, turned it into Trump National D.C. and in one of the shows, they were profiling the construction of this course. And you know, Donald's like, so hands on in the, involved in the development of these. And they were on the driving range and the, you know, either the course builder or whoever's, you know, the, the landscape architect is kind of explaining to Donald, you know, the different options of how they could do something. And, and Donald, the guy was almost like showing maybe what some compromises could be. You know, we could do this. This would be less expensive or whatever than doing this. And Donald's, you know, his quote to the guy was, listen, I just want it to be fucking amazing. So whatever that is, do that. And that's like, how easy is it to have that sort of as your guiding principle, you know, and so having that clarity of what it is that you, that you do makes, even organizationally, if they know that that's, you know, if make it fucking amazing is your corporate value. Everybody, there's no doubt that everybody knows what to do, you know, and that, that can go on everything. Wasn't it, you will, that was telling us about the Ritz, the Ritz Carlton with their thousand dollar. It's maybe to tell that story because that's.

I'll tell a story that I didn't tell today in the group.

Oh, very exciting.

I know of a speaker who did a talk in Denver and the, the next that night, sorry, let's say it was a Tuesday, he left Denver and he accidentally left his briefcase with his notebook, his presentation and everything. And that evening in New York, he was having to give a talk. Actually what happened was they sent an employee of the Ritz to get on an airplane and fly to New York City to get this guy his briefcase. Because the Ritz Carlton authorizes any employee at any level to spend up to $1,000 per person, per guest, per day to make sure that their stay is fucking awesome.

Yeah, that's badass.

Yeah, it is.

I wish Air Canada was like that when they lost my iPad. Even though we tracked it and no one ever returned a call after about 30 requests from five different people, including at my office and stuff. Because, see, when really Fucking amazing things happen in a positive way. You hear about them like the Ritz Carlton things that are really like, less than. I got to quit using the F.

Word.

Because of this story.

Yeah, yeah, exactly. And that's the point. So now the reason I bring that up is not just for effect and the use of profanity, although I very much enjoy that. It's more so that when you. If you're listening to this podcast and you don't have the belief or the confidence that what you're offering is fucking amazing, then how do you expect to have an amazing business? How do you expect to make a boatload of money? How do you expect to really impact people's lives? That's one of the things where really immersing yourself in taking this very seriously is that's the type of business I want. That's the type of experience that I want to have when I do, you know, when I buy things from people. That's the type of life that I want. That's what your clients want. There's a lot of bad news out there in the world. And if you can remove it, transform it, improve it, make it better, if it's from, you know, saving people's lives to taking care of, in particular case, their pets, to, you know, just being entertaining them and putting a smile on their face, you want to do the best damn job humanly possible, Young and. Yeah, whatever.

Can I shorten that into a Dean, maybe five words.

Oh, I'd love to hear that. Yes.

You have to be fucking passionate.

Okay?

You do.

I'm sorry. That's what you have to be.

Yeah.

You get that, Dean?

I got it.

No, I hear you. I hear you.

And that's what's gonna make it amazing.

I like what Les Brown said. If you're casual with your business, then your business will be casual too.

Yeah, totally. Well, so what are you guys gonna do now? So you spent three days, you're doing this stuff. You know, you have a different sort of mindset. What are the next steps?

Take action.

Take action.

Implement everything.

Take action. Go through. I think Dean had a good idea about not even just looking at the eight profit activators, but splitting it up in every step within each activator. So to get in a spreadsheet and listing every single step from the client, from the initial thing you do, to try and get a client in right through to at the end of this, of that with following up and getting referrals. So that's what the first thing I'm going to do. Is get list every single step and then see how I can make each one a totally awesome experience.

I think, you know, take imperfect action is kind of what I think in my head because, you know, sometimes we all get too obsessed with taking this perfect step by step action. And, you know, I flew on a plane here from Sacramento to Orlando, or no, actually it was lax, straight to Orlando. And I, you know, if you look up, I don't know the exact statistic, but an airplane I think is off course about over 90% of the time, I don't know.

Yeah.

Fails its way to Orlando.

Yeah. But, you know, if they never took off, if they never took action and rolled the airplane down the Runway, that might, might not even be pointing east, you know, they would never get here.

And so, you know, we've learned it's.

Also flying is also a great analogy for the best way to fly is. And as pilots increase their skill with experience, they learn to make corrections earlier and more often. So it's about small minor corrections, not, you know, keeping it because you're making much more frequent minor corrections. And that's a great analogy in marketing with testing and getting the thing out there and knowing that it's going to be one way or the other all the time, but constantly testing and looking for which direction is it on or off and really feeling and really being receptive, having your radar on, so to speak, to what the market is saying.

You're better off taking an action in one step in the wrong direction than you are doing nothing at all.

Keep your eye on me.

I have two action steps. The first is to craft a single sentence that is very compelling to my prospects. The second action step is very easy. Just send it.

Yeah. You're like saying about the Nike. Just do it. Just send it.

Just send it. That's it.

Yeah. You know, Gary Halbert would always add the dollar bill letter where you attach a dollar bill letter. And you know, I use many of those. And you know, his whole thing was people would spend sometimes days, week, months, hours arguing, tweaking, debating this needs, you know, but they would never mail the letter just to see what the hell would happen. And it's funny how many people have opinions of marketing that have never actually tried it. It's like having an opinion of driving or having an opinion of like, you know, swimming. And you've never swam before. You've never been immersed in water. It's like. But they think they know what's up. And so, yeah, just mail it is a, a great analogy. Ned Hallowell was even here too. Dr. Edward Hollowell. He's the top ADD ADHD psychiatrist, you know, dear friend of ours. And, you know, so this was really cool. We had some very smart people in this particular group and I found it really useful. And, you know, we are going to be doing one at my office in Tempe, Arizona on January 10th, 11th and 12th. Right? Those are the dates. And so if people you know would like to participate in this, just like the people you've heard from here, then check out ilovemarketing.com Me and Dean put a video up there explaining it. It's $5,000 investment for what we have now. And frankly, I think we could charge 50 grand for this if we wanted to in the future. That's the deal. So if you take your business seriously, do it even if you don't. Immersing yourself in marketing, really learning the before, during and after units and getting very skilled at the 8 profit activators applies to any business you're in nonprofit, for profit for the rest of your business career. It just simply applies. And getting very skilled at that is, you know, from what me and Dean bring to the table as helping entrepreneurs, I don't know anything more important than we could actually teach people because if we did, we would be talking about it. But that, you know, from a marketing standpoint, that's where it stems from. So I would just like to kind of wrap up the with any famous last words from everyone because I think, you know, after something like this, you kind of get into a certain state of mind and just to encourage people because there's, there's some business owners that are out there that are, you know, kicking ass and taking names. There's other people that want to become an entrepreneur and they have these dreams and they want to leave their jobs and they listen to this podcast because they're just trying to figure out how to do it. And everyone here talking about not being perfect. I saw something on the documentary about entrepreneurs where they're asking this guy who literally escaped communist China when he was a young kid, like real 12 years old or something, and literally didn't have anywhere to go, and built a multimillion dollar clothing business. And they were asking him, what's an entrepreneur? And he's like, an entrepreneur is someone that dives into hope. And I think it's really inspirational to encourage people what to do. And so any words of wisdom? Not everyone has to talk, but if anyone has any advice before we wrap up, love to hear any perspectives.

I would say it's just, it's really useful to reframe, overwhelm into gratitude for opportunity. And then from that point, when you see the gratitude and your awesome opportunities, taking the first step of what's going to be most impactful for you and your needs and also just remembering to be excited about work. Work in and of itself is an extraordinary opportunity. And you know, I think sometimes that we get complacent and idle and, you know, it's great to have more work to do.

Yeah, absolutely.

I think, you know, we as entrepreneurs, we take risks. Even just starting a business, whether it's your first business or whatever, we are always willing to risk our idea, you know, and getting it out there. But I think the important thing is knowing that it's always risk versus reward and just knowing 100% for sure that any risk you take on something like a meeting like this, or taking advantage of any tools that are available, or getting together with a mastermind, group, forming a group or whatever, you have to do, that risk is always. You get the highest rewards, the highest return on your investments. And I think a lot of times we're also scared to take these risks, you know, but it's really kind of silly to think that there wouldn't be a reward or that it is even a risk in the first place. So I just say, you know, take advantage of whatever tools are available, whatever opportunities present themselves, and don't think twice about it when it comes to marketing and growing your business.

Yeah, marketing is the oxygen that's going to make all this stuff work. So if you don't like marketing, then try breathing through a bag on your head. Anyone else?

Well, I would say to people, be happy. Because sometimes we think when we are happy, then we are not understanding the reality. But at the same point, so often people think like, if I reach that goal, then I will be happy. And that just like keeps doing because as soon as we reach that goal, another ones come up and then we are like, never understand the full value of life. But I would say, like, we're so lucky that we are in this country, have this great opportunity to have anything, everything we want and just be happy.

Well, what's your story too? You came to the United States from Ukraine?

Yes.

And you didn't speak the language?

Not at all.

And what did you do for a living when you got here? You had how many children?

I had two kids and I had $20 in the package.

What did you do when you got here? I mean, literally?

Well, my first business was cleaning business and I Literally didn't know anything about Martin at all. So all my clients was from Word La Mug. We just did a great job. That's all it was, but did pretty well.

And you worked your ass off, you came in, you work your ass off to survive.

Exactly.

And so, yeah, and I mean we can do a whole episode just on you, you know, be quite it. So thank you.

Great. Thank you.

I think that my advice is just don't get in the way of yourself. Don't overthink it. Just do it. Just take action, move forward.

And then I would ask anything.

Brad.

Well, take a look at all your videos, all your marketing materials and testimonials and if you can figure out a way to get more cowbell into them.

Yes. Yeah, because we, we played the Will Ferrer Saturday Night Live, you know, more cowbell episode because. Yeah, you know, because we all put our pants on one leg at a time. Except when I put my pants on, I make gold records. So, Dean, anything else?

You know, I think there's so many opportunities and knowing that you're going to be an endless supply of ideas and knowing that the idea of creating a blueprint for your business based on a framework where you know what the boundaries are, you know, where you know this is a before unit idea. In the before unit you've got that broken down into the profit activators and in the during unit, the same thing in the acting. It's a place to capture all of these ideas. But I would say to focus on implementing the ideas that are going to get you money the fastest that are going to get you money now. And those are the ones that are closest to the cash register. It's like those three foot putts, you know. And so looking at if you've got a business that you've got a constant flow of people coming through. If you could, starting right away, implement something that's going to increase that unit of sale or the value that you can add for somebody you know, immediately, that's something that's worth implementing first. If you've got a pool of leads that you've already generated that you know are more than 90 days old, it's the. Sometimes the easiest thing to do is to just reactivate them and send them the nine word email. Are you still looking for whatever it is that you do, which seen that work again and again and again, Those are the kind of things that create instant cash infusions into your business and give you sometimes that freedom and the piece to go about now patiently implementing all the things the Slowest thing that you can do to generate new business is run a new ad because you've got to take them all the way through the. The process.

Well, okay, so, you know, today is the last day of the way you used to be. Unless you wake up tomorrow and you're the same way you are now.

Be the best day ever.

It possibly could if you decide you want it to be that way. So anyway, well, on behalf of myself and Dean, I want to thank all of our listeners to this I Love Marketing podcast. All of our guests here. I think this is the first time we've ever had a sort of a group episode and we did it before the hundredth episode on I Love Marketing. So I want to thank everybody for being here. And again, I'm here to schlep and sell stuff. Okay. And so we do have our event that's coming up. And good marketing never costs anything. Meaning if you learn, really, you know, the most expensive information in the world is bad information, as Gary Halbert would say. And there's a lot of free information out there that will cost people a fortune because it will send them in directions that will not make them money, that will not reduce their stress, that will waste enormous amounts of time. And really powerful, effective marketing never costs anything. Investments in good events, good seminars, good training will make you your money back many, many time fold if you direct it into the right things with the actual care concern of actually delivering fucking amazing experience and making sure that it's a win win situation and really taking care of people as best as humanly possible. And as Joel said, trying it because there is no perfect situation. You know, I mean, you get out there and you do it and so, you know, go out there and do it. If we have any spots, I don't even know. I'm sitting here pitching this event. It might even be full. So, you know, we have four left. Yeah, so. So we have a video on the website and if, if it's full, then, sorry, next time we do one, we'll do one. You can call my office if you want and check because we have a real company and people do answer the phone on during business hours and make your business elf easy, lucrative and fun. So thank you, have a good day. And now I have to hang out with Dean the rest of the night. I'm going to leave this in the podcast so people hear this. Just kidding. Goodbye.