"The One About Getting Attention With Fun - I Love Marketing With Joe Polish And Dean Jackson - Episode #17 "

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 smartest of the two. You weren't expecting that one, were you, Dean?

I was not.

What are your thoughts on that? Seriously, let's, I mean, the listeners, they've been listening, the ones that have been listening to us from day one are constantly, I mean, probably having agonizing debates in their mind of who is actually smarter, you, you or me. And I'm just curious, what do you think?

You know, what I love is Tim Ferriss had the most diplomatic answer I've ever heard because you asked him at the end of our interview. So Tim, who do you like better, me or Dean? And his answer, do you remember what his answer was?

Actually, I don't.

I dislike you both equally.

That is kind of funny, actually. That is perfect. That was good. That was good. Now actually, you know what? I guess you're probably smarter than me. I mean, you're more level headed.

No, no, you're smarter.

You know. Yeah, you're right. You're right. I agree with you totally. All right, so let's, let's. What are we gonna talk about tonight at I love marketing because the, you know, our raving fans want to know.

Let's talk about super Happy fun marketing.

Super Happy fun marketing? What are you talking about?

Well, you know, like sometimes there's. I like to do like fun things in marketing that are. Because I think that and I want to. I'm being very careful with my words that I'm not saying humor because a lot of times sometimes people try and use humor in marketing. It is that, but it's not exactly that. It's using fun, using something that is unusual that somebody wouldn't expect, that still is on point and on message. You know, that you're still, you're still using good marketing, but you're doing it in a fun and unusual way that's not, you know, it's breaking through the clutter of all the, you know, serious looking stuff that we see.

Right.

So.

Well, I'm, you know, I'm predominantly a very miserable person. So I'll do my best to try to just see if I can be fun tonight.

Maybe you can learn something tonight about being fun. But you know, I think that you, you know, if anybody knows you in person, has been around you and been in your environment, you know, you, you use pattern interrupts and you use fun in just who you are. I mean, being, being around you is a pattern Interrupt. Sometimes, you know that is true. Yeah, like you just did it tonight. Nobody expects people to say, you know, the smarter of the two.

No, actually, you know, one of the things that I, heck, we even trademarked it. Elf marketing. Easy, lucrative and fun. Where you can have an elf business, Easy, lucrative and fun, or you can have a half business, which is hard, annoying, lame and frustrating. And one of the things of being a business owner in and of itself, I mean, and I really believe this to be true, many entrepreneurs will deal with more on a mental level from 9 to 10 or 8 to 9 Monday morning than many people that are not in an entrepreneurial business or position deal with on a mental level in an entire work week at times. I mean, not always, but a lot of times. So it's really difficult work. And people that are entrepreneurs, they really sign up for something that requires a tremendous amount of creativity, effort, ingenuity, resourcefulness, responsibility, obligation. And if you're going to sign up for that sort of position, I mean, you got to make it fun. Because one of the ways that you can actually gauge the value of relationships is how often the people laugh together. I mean, if you ever go to a dinner and you're in a restaurant and you see a couple, or it could be a man and a woman, or it could just be two people together or several and they're just, they're not laughing, they're not smiling, they're not even really talking to each other. I mean, you just know it's probably miserable and you extrapolate that into business. I mean, I want to spend as much of my day laughing my ass off and joking around and you know, within reason. I mean, part of it is don't take things so darn seriously, you know, and lighten up quite a bit. And at the same time, you know, even when things are great, you know, don't over exaggerate it because you know, you obviously want to stay level headed and I think setting your business up so you're having a constant amount of fun not only for yourself, but for your clients, for your vendors, for your employees. I just think it's good business. So yeah, I'm all for talking about fun.

Good. So I'm sure you've done some fun stuff. I got a couple of examples here of using this kind of fun stuff. And we'll put them up on the website@ilove marketing.com so everybody can go and kind of look at them. But one of them was an ad that we also used as a postcard for reverse mortgages and this was. I don't know what year it was, but it's right. You know, right when reverse mortgages were all the rage, everybody was using, was doing reverse mortgage. It's a little more difficult now than it was than it was then. But, you know, where I got this idea was actually from a testimonial or a comment from somebody who had, who had gotten a reverse mortgage. You know, it's almost like the idea for these seniors of having all this money tied up in their house that they can't access was like having it, you know, having their money buried in the backyard. You know, having a house that's 100% paid off is just like having all that money buried in your, in your backyard. You can't get at it. It's not, it's not doing you any good. And so I took that idea and I got a picture. What if you took that kind of literally? You know, got a picture of a guy out in the garden with a shovel.

Hey, hey, wait, hold on a minute, Dean. And this is gonna be really funny right now, but your, your voice is cutting out a little bit. So if you're on some sort of weird phone, it's not very funny for the listeners for you to be cutting out.

Not very funny. Can you hear me now?

Yeah, I can hear you. Okay, so you're talking about this funny ad, this testimonial, and this guy's getting ready to deliver to you the premise that you needed to construct ineffective ad. Right?

Yeah. So here we are. So we've got a picture of the guy out in his backyard. We put, I put a little, you know, you put captions on pictures. Up in the upper left hand corner, it says hot diggity. Because you can imagine if somebody found money buried in their backyard, that's probably what they'd say. Hot diggity. So we had a headline, Wakulla retired.

Honest to God, I can't. I don't think I would say hot diggity.

Wouldn't you? If you were 66 year old. You're a 66 year old guy, maybe, Perhaps. Well, that's funny.

Well, it's gonna go along with it. Hot diggity is the word. Yeah. Well, we should take a survey. We should literally go out and survey a hundred people that are 66 years old and see what they would say.

Do you want to know? I'll tell you exactly where I heard that first ever uttered. It was, we were delivering Thanksgiving hampers one year to, to seniors and to, you know, like people who had a, it was from a, from a shelter. They were delivering these, had these Thanksgiving hampers and in them were, you know, they had all little grocery things in there. There was this old, old gentleman and we went to the door and you know, you deliver this hamper and in it they've got like, you know, there's some bread and there's some soups and there's some turkey and then there was some bacon and some, you know, all this stuff. But the guy, this one guy, he lived on Bleecker Street. That's the name of the street in Toronto, Bleecker Street. I'll never forget it because we delivered this hamper and it was in an apartment building and they had this, they have this ticket or this like coupon or receipt or something that they, that they give you when you come to the door. They know that this is coming and they've got the coupon or the receipt to give you. And when you do it, you know, you kind of, you close the door and then you have to like check it off in your little book there. And we say we give the hamper to this man and, and he closes the door and you could hear it like just put it right down and he opens it right up. And this guy's like maybe a, you know, 70 something year old man, he opens up this hamper and from behind the door you hear him say hot diggity bacon. Like he was just so excited about the bacon. And those words were like, I'm just like struck me me forever, you know.

Well then now. And I guess you're going to put a copy of this ad right on that you're going to talk about here in a moment on the website.

It's up for. Yeah.

So people have got to understand that are listening right now. This is a completely different context if you've seen the ad than just hearing us talk about hot diggity.

Absolutely. So it looks like a newspaper article, right? Wacola retiree finds $152,000 nest egg buried in the backyard. And then we've got just Wakulla, that's a town in Florida. With rising taxes and insurance rates, many Wakulla retirees are finding it difficult to stay in the home they love while on fixed retirement incomes. Most retirees who've lived in their homes for several years have built up substantial equity that's just sitting there trapped. New reverse mortgages allow seniors to access this equity to get a single lump sum or monthly payment they never have to repay as long as they continue to own and live in their home. One senior described it as finding a nest egg buried in the backyard. For a free book with all the details about how reverse mortgages work, just call 1-800-for a free 24 hour recorded message. And that ad is completely a pattern interrupt. You can run this kind of ad in a local newspaper. I think this ad to run cost about 65 or $85 for the, for the, the guy to run it. And every time he would run this ad, he would end up getting 10 or 12 people who would call on the ad and he'd get three or four appointments from that. And when he went through this whole process of everything that we've been talking about so far of using, you know, selecting a target market, using compelling advertising that gets somebody to call you, using a consumer awareness guide, and then having the next step for people to get together with them on an appointment. But it's done it in a fun way. And so that's kind of an interesting pattern interrupt for people. You know, it's not a typical type of photo that you would see in a serious financial matter type of ad. You're not going to see a guy out in the backyard with a shovel saying hot diggity. So, because the first thing, if you look at the formula that's ages old of the adat formula, attention, interest, desire, action, the first thing you have to get somebody to pay is attention. And this is really what that pattern interrupt is about.

Totally. I do want to make the distinction. You can check out the ad@ilovemarketing.com Like Dean said, we'll post it there. But there is a difference between using humor obviously, and a pattern interrupt. You'll see that this ad is really not funny. It's more just interesting as heck. Let me ask you a question, Dean, about writing copy like this. It's a very small amount of copy, but it tells a story. You know, you got wakula. How do you pronounce it? Wakula. Yeah, Wakula or whatever. Retiree finds 152,000 nesting buried in quotes in backyard and then it says wakula. With rising taxes and insurance rates, many wakula retirees are finding it difficult to stay in the home they love while on fixed retirement incomes. Most retirees who have lived in their homes for several years have built up substantial equity that is just sitting there, trapped. New reverse mortgages allow seniors to access the equity to get a single lump sum or monthly payment they never have to repay as long as they continue to own and live in their home. One senior described it as finding a nest egg buried in the backyard. For a free book with all the details about how reverse mortgages work, just call this pre recorded message for 24 hours or just call 1-800-BLAH-BLAH blah for a 24 hour free recorded message. Now you're talking three very short paragraphs with a headline and a picture. A good picture. This is the use of a good picture. And the caption right above says, hot diggity. Right above this guy with a shovel. For people that are just listening to us and they're not looking at it, how do you think about writing copy like that? Because in an ad like this, the only purpose of this ad is to get people to call a free recorded message and get a free book.

Well, you just hit on it right there. You just hit on it. The only purpose of this ad is to get them to call that phone number. So one of the things that I always start with, and this is kind of one of my mental, you know, tricks, is I imagine that I am the most powerful wizard in the world and that just by the power of suggestion, I can have anybody do anything I want them to do. And I start out the space for any postcard, add letter, email by filling it with the command that I have for them as a wizard, huh? So the command, if I could get away with just saying, call 188, call 1-800-that's what I really want them to do, right? So I start out with that as the core premise of what I'm doing. And most people, Joe, it sounds so simple and I'm going a little bit overboard to kind of make it, you know, to make the point that most people when they're, when they're writing ads don't have in their mind the command that they want somebody to do. You know, I think if most people would look at the. That's why you can use short copy. If I start with the premise that I'm the most powerful wizard and I can just say, call this phone number, that's all I need to put on the ad, then I just go, well, that's the naked truth of what I want to do in this ad. Now, how do I dress it up just a little bit? So what do I have to do to get to that point? I have to get somebody to look at this ad. And if I look at the context of where this is going, if I look at the context of this being in a local community newspaper, why do people look in the community newspaper? What are they looking for. They're immediately drawn to the pictures because it's their community and they might know somebody in the pictures. Right. So they're first looking. Who is that guy? Hot diggity. What's he saying there? Well, culler retiree finds $152,000 nest egg buried in the backyard. I mean, there's so much going on there that even just in that we've got their attention enough that they're going to be interested to read and start reading, you know, Totally.

No, that, you know, that's such an. I mean, it's such an important point that I do not want people to overlook it, because time and time again, one of the biggest mistakes I see people make is they're trying to get their message to accomplish too many things. You know, marketing is a process, not an event. And there's a process you're taking people through.

You know, read the ad one step at a time.

Yeah, exactly.

So what. Yeah. What most businesses do, what most people do, is they try and sell beyond the next step. There's nothing in this ad about why you should choose me to get your reverse mortgage or why you should, you know, meet with me or none of that. The only thing is call and listen to this recorded message so you can get a free book. There's nothing about. It's all giving, you know. Yep.

Which is great because you're usually such a taker.

I really. I know you are down. Yeah. Usually on about the third move, then I start. I've learned enough to know. Yeah. I mean, the funniest thing is, is, you know, knowing that you look at this, you said it earlier, that you look at it as a process. And I know that I can be just completely focused on my target audience, on giving them something, because I know that when they do that, that I know two or three moves from now what's going to happen and what that phone call is going to set into motion. Because I know that they're going to call, they're going to listen to that recorded message. And the only purpose that I have when they're listening to that recorded message, if I put on my. If I put on my wizard hat and I can command somebody when they call that phone number to go ahead and leave your name and your address and your telephone number and your email address here after the beep, if that's all I said, and I'm the most powerful wizard in the world, and somebody hearing that is compelled to do it, that's my win, you know, So I would start with that first, you know, start with what, what is the recorded message that I would like to hear? I'd like to hear somebody, you know, you begin with the end in mind. I'd like to hear somebody saying, my name's Joe Polish and my address is this, and here's my phone number and here's my, my email address. Yeah, well, let me, let me break.

This down a little bit too. And, and, and you know, I know we're supposed to be talk and I'm being all serious right now. However, I think this is really instructive. I mean, I understand obviously, because we've been doing this type of marketing for years and I'm trying to think about someone that really is not yet in tune with the psychology of what you're wanting to accomplish with an ad like this. But long before Seth Godin ever wrote the book called Permission Marketing, we were doing permission marketing, if you want to call it that. So in this particular case, instead of saying you are trying to sell something.

Here.

But you were basically having them say it's okay to sell me. Because the moment someone requests a free book by calling the free recorded message and then you send to them, they've actually given you permission to send them information and they ask to be sold in a lot of ways versus you just going right out and sell. Say that again.

They've raised their hand and they have said among, you know, when you're going into a general population, you're going into a publication that there are going to be, you know, all manner of people reading that ad. There's going to be kids reading that ad, there's going to be housewives reading that ad, there's going to be young men reading that ad. Then there's going to be retirees and that's our target market. So you know, you have to first of all get them to raise their hand and identify themselves as somebody who is interested in what it is that you have to offer, you know?

Yep, exactly. And see, the challenge is what? Why would this not be effective if.

You just, you see, because.

Let's go back to the wizard thing. I'm a wizard. I can ask and command anything I want. Why couldn't you just command them to buy your stuff? Why do you have to have them call a free recorded message and why are you multi stepping this thing? Marketing defined as the quickest path to the sale. Why can't you just sell quicker? And I'm playing devil's advocate here, of course, but I'm asking you, why couldn't you do all that stuff. Explain to me why someone has to go. Why do we have to take people through this process? Setting up a free recorded message and requesting them to leave their contact info and then follow up with them with a free book. And then the free book is of course going to use education based marketing. So we have to write that whole, you know, free book and everything. Why do you have to do all that stuff? Why can't you just flat out write an ad like this?

But we can put them under our spell. We could cast a spell on people. I mean, that's essentially what, what's happening. You know, it's like we've got this. You've got this opportunity to. You realize that you can only do one thing at a time. The purpose of your ad can only be one thing. And you know that the very first thing that you need to do is out of all of the people who are going to be reading this, we need the ones who are our ideal prospect to raise their hand and identify themselves to us so that we can give them the information that's going to. You know, you always like to say how it becomes. It predisposes somebody and educates them to be predisposed to doing business with you. Then it makes selling easy and mostly unnecessary.

Let me point out what I was saying to people too, because there's always this argument, well, I got to write a report. That's going to take time. I got to figure out what's going to work. I have to write this book. There's logistics. We got to get their contact info. Oh my God, we have to do direct mail. Here's what most people do, and this is what most carpet cleaners do before they ever start using my stuff or, and I say carpet cleaner, you can insert any business into that term because here's what I used to do before I knew how to do this sort of marketing, which is elf marketing. Easy, lucrative and fun. There is a setup stage where you do have to write the report. You do have to use compelling sales copy. I mean, you obviously have to become a student of marketing to learn how to get this stuff done. Or you need to spend a lot of money to get really awesome copywriters to do that stuff for you. Now here's what happens if you don't have this done for you. People that will typically be lazy because they won't have a report and they'll just run an ad saying, here's what we can do.

Call me.

And then the people, if they're lucky, Call you. And most people won't call because calling someone is threatening. This is a very non threatening way to get people to raise their hand without ever having to talk to anyone, without having to be worried that someone is going to try to sell them something, that they can get free, valuable, useful information without any risk or phone call fear whatsoever. But what will usually happen is people like call me and then they have people call them and they have to spend all this time one on one talking to people. And that is infinitely more difficult, totally unscalable, totally unleverageable than putting the time and effort into getting a really good marketing piece that you simply can allow people to request for free and send it to them and can and clone yourself. So people that don't do this, not only are they not saving themselves any effort, their effort is about 100 times more extreme in the long run because their advertising is infinitely less effective and the amount of time that they spend. So the marketing that me and Dean have been teaching on, I love marketing. And again, if you've not listened to the first episodes, go to the very beginning. I think all of the calls that we've done contain tons of nuggets and stuff. It's not just the most effective marketing and the most fun marketing that we know, but it's also time management marketing. And if you started thinking of this type of marketing as time management marketing, once you write that report, you can communicate that to sometimes dozens, hundreds, thousands, tens of thousands and sometimes millions of people depending on how big your business is. And you don't have to do it one on one. You don't have to hire a sales staff, you don't have to, this is a robot, this is totally robotic elf marketing to do this. So I don't know anything that actually is more fun than having that sort of system. But again, most business owners are too lazy to learn this sort of marketing. They undervalue this sort of marketing so they don't do it. And finally, they actually don't have a marketing mindset. They don't even understand that this is canning and cloning themselves. And so they default back to all of these manual marketing efforts instead of these robotic marketing efforts. And they try to accomplish too much. They go straight for the sale. And so we're not suggesting adding more steps, we're just suggesting you've got to have enough steps in order to get people properly positioned so they're pre interested, pre motivated, pre sold and pre qualified to do business with you. And you want to sift, sort and screen people. You want to only attract the people that best fit what it is you're offering, repel the ones that aren't and spend your time with people that actually are right fit clients and prospects. And if you construct and develop advertising that baby steps them through this process, there's just no better way to do it that we're aware of. Yeah. So that's all I'm trying to say.

Well said.

So what else?

What else? Well, that's one example of something fun that you could do. And I think ultimately if you can get your message across and you can have fun, that's really one of the, that's really one of the best things that you can do. You know, I always love it when you can, when people smile, at least about your advertising, you know, they're smiling about it like it's kind of a fun, kind of a fun thing. I'm going to show you another example. And this one, I have never had so much fun preparing and doing this marketing as when we did this. It's the most ridiculous thing that I've ever done. And literally laughing to the point of peeing our pants almost doing this. And so here's, I'm going to set the stage here. So one of my best friends in Florida is a guy named Lane Dog Bowers. And Lane Bowers is the, he's a barefoot water skier. He owns a barefoot water skiing performance training school in Winter have Winter Haven. For anybody who doesn't know, Winter Haven, Florida is like the water ski capital of the world. Cypress Gardens was for years there, had a big ski show. All of these, all the top wakeboarders in the world live in Winter Haven. The top, top barefoot water skier in the world, Elaine Bowers. And he lived in Winter Haven, Florida. And so he had a, he has a instructional DVD about how to be the best barefooter on your lake. And I mentioned that, that ebook and that DVD on an earlier episode of I love marketing. And so one of the things that we did was using a couple of different things that I learned from John Carlton and one thing from Gary Halpert. And it's kind of a combination. So John Carleton, our friend, both of us, he has a, he has this idea, this concept that most people look at things, everything is on a scale where on one end of the scale is magic, where it's take a pill, go to bed, wake up slim and sexy, and then on the other end is reality. And when you look at the reality, it's, you know, losing weight is about eating less Exercising more and doing things over a long period of time to lose the weight. That's the reality. It's less attractive the reality of it than the magic. So the closer that you can get your process to magic without kind of crossing that line of misrepresenting, that's the very best place to be. Because you always want to talk about the magic of this. So Lane, we were talking about barefoot water skiing and the way Lane teaches barefoot water skiing, he teaches people how to do it without falling. And you kind of. Kind of learn how to crawl before you can walk and walk before you can run. So he starts out with dry land training and teaching people the postures and teaching people the way where to hold the rope, the posture and the power band and all the concepts that he has. And then he moves them into the boat on a boom. And they kind of learn the postures, how to set their feet and all this stuff. And slowly they gradually get to a point where they can ski without. Without water skis. And it's kind of a cool thing. And we were thinking, I was telling him, showing him this, that scale or that graph that John has about magic and reality. And we were saying, like, wouldn't it be cool if there was this lotion that you could rub on your feet and you could magically just barefoot by having this lotion applied to your feet? And so we came up with this name of slick feet 50. And so we had. We created this website, slickfeet50.com and we created what became the barefoot. The slick feet 50 barefoot success system, which included the DVDs. So we were talking about that. And then a few months later, I was in Sacramento, California. We were doing a big real estate seminar out there in. And I saw the. In my hotel room, they had these little bottles of lotion that had the logo of that hotel on the lotion. And I immediately thought, that is the perfect bottle for slick feet 50. So I looked up the manufacturer on the bottom of the. Of the bottle. We found out you could buy, you know, the minimum buy was like 600 bottles of this.

This lotion.

It wasn't very expensive. And so we had Jesse create the slick feet 50 logo. And there's. There's a. I'm going to put all this stuff up on. On Ilove marketing.com but if you go to slickfeet50.com you'll see the lotion down there on the. On the bottom of the page. But we set the whole thing up to be sort of a. Selling the magic and including the reality. So most of the times when you have something, you have a product, and then you include a fun premium along with it. Well, this was all about selling the premium and including the actual product, because the slick fee 50 itself, we sold for $39.95, which was the same price as the DVD. So you buy the slick feet 50 for $39.95, and you get the DVD included with it. So when you look at this and read the headline for this ad, Lane's got the biggest list of barefoot water skiers in the world. We send an email to this list, and we made this whole thing like a press release, but we set this. We ran ads in Waterski magazine. So we sent an email to his list, and it was really sort of a short email that just said, hey, Joe, I wanted you to hear about this from me before you read about it in Water Ski magazine. Take a look at this and let me know if you're on my side. And we had a link. That was the footersedge.com confession. That was all it said. Right. So it makes it seem like, what's going on here? Some kind of scandal or something. So when they click on it, it looks like a press release for immediate relief. And we have a headline that's referenced, World Barefoot champion Lane Dog Bowers swears under oath that slick feet 50 barefoot formula does not contain illegal performance enhancers and should not be banned from international competition. And we set it up like an open letter from Lane Dog Bowers to the international barefoot community. And so when people get there. And by the way, you knew immediately where that headline came from, right?

Oh, yeah, that came from Gary Halbert's Tova Borgnine Promotion of. Tova Borgnine swears under oath that her new perfume does not contain an illegal sexual stimulant.

Right, Exactly.

And he filled up a Century Plaza Hotel with 7,000 people years ago using that ad.

So I've always wanted to use that headline. And here was the perfect chance for it. So we did. This whole letter now becomes. This whole press release now becomes a sales letter about the slick feet 50 system. And there's so much pattern interrupts in here. Over the past decade of my barefoot career, I've been randomly tested by the US Olympic Committee more times than any other athlete in barefooting. I've never tested positive for any known performance enhancing drug. But now that I've won the Senior World Overall barefoot championships, the U.S. barefoot Nationals, and many national World jump championships, I feel it's time to let the rest of the barefooting world in on a secret that's given me an unfair advantage over my competitors. I've been using 50 barefoot formula with such success that I feel it would be bad karma to keep it from others who might be having difficulty learning to barefoot or just trying to become better barefooters. And we use. We go all through down here. And I'll encourage you guys to go and read this. Just take a look at this sales letter and you'll see we've got pictures of, you know, two identical pictures in here. One, one picture says, you know, simply compare photo number one and photo number two to see for yourself.

It is like the same thing.

What?

It's the same picture. That's the thing.

That's what's so like the comedy about it, you know. And we've got a picture of lane skiing on one foot and another guy falling doing a face plant and down at the bottom. This was one of my favorite things that we did was we put an illustrated version of the ordering instructions of what to do. So we've got step one, enter your credit card information on our secure order form. We've got a picture of a guy typing in his credit card. Step two, your slick feet 50 success system will be delivered to your door promptly. We got our UPS guide to pose with a box, and we had the Slick Feet 50 logo on it. Then step three, there's the bottle of Slick Feet 50. Apply Slick Feet 50 precisely as outlined in our easy to use slick feet 50 success system instructional guide. Step four, elevate your feet and maintain proper hydration while watching the entire video from beginning to end. If you need something, yell for help, but do not lower your feet past parallel. Best results, feet and eyes must remain aimed at the television without interruption. So we're building in watching because watching DVDs is going to make you a better barefooter. But we're wrapping it around all this fun stuff of make sure you put this stuff on your feet here. But the whole thing is you got to do it. Then step number five, proper rest of at least eight hours. And step six, success. We see a guy out there, you know, backwards barefooting on one foot. And so we show them. Then the whole slick feed 50 success system. It's just $39.95 plus shipping and handling. And your slick feed 50 success system comes with a 100% money back guarantee. And so it's all just. It's just fun. But it's still crystal clear marketing. It's still crystal clear on the instructions and what people need to do. And so now this little. That sequence is built into his autoresponders and still to this day still sells DVDs and. And the slick feed 50.

Well, now, now, questions.

Slick.

This is the whole point here, just to make it clear, is that you're trying to sell a dvd.

Yes, exactly. And so doing. But the DVD is reality, right? Right, The DVD is reality. And it's a great. A barefoot instructional video. It's a fantastic video. But when you wrap it around the magic, you know, the magic of the. That you're going to be able to put this lotion on your feet and be a better skier in conjunction with the entire barefoot success system, which includes putting the lotion on your feet, elevating your feet and watching the entire dvd. It's almost like you do. You take your. You get the magic and the medicine at the same time.

Right, right.

Which is totally fantastic. I mean, we had so much fun doing this. You know, it's been one of the most effective things, you know, like when you look at that, I've done things like that with, with Premiums, where I have a program for real estate agents called the Art of Finding, Getting and Selling Listings. And we sell that for $349 at gettinglistings.com and when I first sent out the initial sales letter about that, we sent a direct mail package that I went online, got some 3D glasses, you know, those cardboard 3D glasses like that you can, you know, put on and see movies in 3D. Yes. So I got some 3D glasses, but they were, but I repurposed them as X ray glasses, you know, so the sales letter, the, the direct mail package went out and on the outside of the envelope it said, do not bend X ray glasses inside. And when people opened up, I was telling them to do this right now, just put on these glasses, read this letter and find out how to get all the listings you want in any area you want without making a single cold call or without doing anything expensive. Personal promotion, advertising. And so we went on to explain the whole system, but the idea of, you know, imagine if you had some special glasses where you could fly over a neighborhood and all the houses that were going to come on the market in the next six months would light up with a special green glow and that, you know that. So you're tying it into the. Getting the attention, but you're tying it into the message that's going to be completely relevant to what you're offering. So what we're talking about are using Conceptual and physical grabbers, which is something that Gary Halbert was really brilliant at. I mean, you know, this. You and I both have sat with Gary and one of his favorite things to do was think of anything as a grabber. And he could tie it into a relevant way to attach that grabber to any product or service. And it was like improv theater, you know, to watch him, to watch him do this. And I think that there's that kind of thinking where if you can, you know, use that kind of approach where you're. You're using something that's kind of unexpected and unusual as a pattern interrupt, and then tying that right into whatever your product or service is in a fun way that I think is very effective. We've proven it's very effective.

Oh, yeah. I mean, heck with grabbers. I've done so many things to attach things to mailings. I remember one that logistically was sort of difficult to do. And just even talking about it now makes me want to do it again. But I got a whole bunch of coconuts and the coconuts that are smooth, you know, they're still in the big shell, not like all rough. And we literally would staple a Priority mail like sticker. We would even put a staple through it so it wouldn't fall off. And we would get a label, a mailing label. And we actually, I mean, we're about talking and staple gun into a freaking coconut. And we would hand write with a marker, don't be a nut. Call this 24 hour free recorded message and the post office will mail an actual coconut for Priority Mail. And people were getting these coconuts in the mail and calling a free recorded message. Because how in the hell could you get a coconut in the mail and not call, right? Honestly, I've sent stuff in tubes. I remember doing a message in a bottle and there was a letter shop, which I don't think they're around anymore. But they would have these real lightweight plastic bottles and it would have an address label and it would have a little scroll that was rolled up inside. And people would literally get in the mail a message in a bottle. And they would open it up and it would be a sales letter and we would drive them to a free recorded message. Now you could, you know, do that to a website. I mean, all kinds of stuff I've mailed for, you know, seminars in the past. You know, pre crumpled letter inside a little miniature trash can that we would get from, you know, promotional place trash can mailers. And basically, you know, you crumple up A letter. And it says, dear friend, as you can see, I've, you know, pre crumpled this letter to save you the hassle of throwing it in the trash. As a matter of fact, I thought I'd send it to you in a little trash can because this is what happens to a lot of invitations that people get to something that could change their life. However, you can throw this back in the trash and I've even sent you a little miniature trash can to go along with it. Or you can really pay attention to what I'm about to share with you and blah, blah, blah, and then you go on with the pitch. But the point is, it's the ADA rule. Attention, interest, desire, action. I mean, you really want to get their attention. And anytime you can attach a grabber, and Gary Halbert would always say, if you want to triple your response, then basically attach a dollar bill to any letter mail. Money. That is definitely one of the most effective ways to get response. And even to this day, all the people listening here, if you really want, if you're in a situation where you need money, Gary Halbert advice, you would take your best clients, your best prospects. You would send them a letter with a dollar bill attached, follow it up with a phone call. Gary would say, if you cannot do that and call people if you needed money, literally send them a letter with a dollar bill attached to it and if they don't respond, follow up with a phone call. He would say that if you can't make money off that one, you're brain dead and hopeless and you should be in another business.

That was his favorite dismissive thing to say, wasn't it? Where he'd get it, where he'd do the headline and he'd do the grabber and he'd tie it all in and.

Then he'd say, if you can't take.

It from there, you're completely brain dead and there's no hope for you.

Yeah, yeah. He'd be like, dear friend, as you can see, I've attached a dollar bill to the top of this letter. I've done this for two reasons. One, I have something important to share with you. Needed a powerful way to get your attention. And two, what I'm about to share with you has a lot to do with money, saving you money, making you money, investing money, not wasting your money. Whatever your premise is, he could tie it into someone. He could tie in a dollar bill letter. If someone sold a course on how to teach a parrot how to talk, it could have nothing to do with making money. But it was always like a dollar bill, just as an eye catcher. And the reason I sending you this is because. And then he would say, yada, yada, yada. And if you can't take it from there, you're an idiot. And you should, you know, you're beyond all hopeless. Yeah, it's funny you use that term. It's the most. It's dismissive. But you know what? In a lot of ways, he's absolutely right. Because a lot of people. I remember this one seminar where, you know, there was. He was talking about, you know, this guy was arguing with him. Well, what about this? What about that? And the dentist like stood up and said, you know what? I was telling Gary the same stuff. Every excuse under the book. He's like, I mailed a dollar bill letter to all my dental patients. I made thousands of dollars. Shut up. Just mail the letter. Don't argue with him. Don't say it. What about this? What about that? Come up with every excuse in the world. Mail the letter. And you know, in a lot of ways that would. In a much nicer way, I would say that to anyone that has any sort of resistance.

Try it.

Get 20 People and Mail them a dollar bill letter. What's the worst that's going to happen?

Right? Exactly.

You might actually get rich. You might find something that makes you a lot of money. So with time, we have. We have a limited. I mean, there's so much more fun things. We'll continue this conversation, of course, in future. I love marketing sessions, but I mean. And what else? What do you got, Dean? Hit us.

What do you got, Dean? What do you got? Here's another fun example. So another one that we did in a real estate example, we did some just listed and just sold cards, which are so common. Everybody sees realtors in their neighborhood sending out when they get a new listing, a postcard that says, just list it. Which is so completely, like, ridiculous. It's ridiculous. You see people, you just imagine. That's not at all what people are saying, right? You got to imagine that the scenario around the house that has just come on the market, you gotta set the stage there that nobody. They're waking up in the morning, they're going out to the end of the driveway, they're wiping the sleep from their eyes to pick up the newspaper, and they look up and there it is, this new for sale sign on a house right across the street. And you got to imagine that guy's not going to walk back in the house and say into the house, hey, honey, The Johnsons just listed. I mean that's not the language that real people use. So we made these fun posts, cards that really play up what really is going on. We sent out a postcard that goes just around the homes, around a new listing. And the headline says, do you know what your neighbors at 342 Nelson street did last night? And then the subhead says, it may come as a surprise to you, but they've been plotting for a long time. I'll just read the postcard here because it's fun. I'll put a sample of it up on up on ilove marketing.com your neighbors at 342 Nelson street decided to sell their home. And they listed it with John Adams of ABC Realty. They thought about it long and hard and interviewed several agents before choosing John. Now that they've made the decision to sell, they need your help to do it. Their house is a three bedroom, two bath home with a great family room. It's listed for sale at only 220,000. And we put all the. Just go ahead and describe the house and tell them about the open house that's coming up. And if you can't make it to the open house, John's prepared a special report called the 10 Dumbest Mistakes Smart People make when Buying or selling a home that he'd like to offer to you or anyone you know. For a free copy of this informative report, just call 1-800-for a 24 hour free recorded message. In the meantime, your neighbors would appreciate it if you kept your eyes and ears open for a buyer for their home. So that going around a neighbor saying, do you know what your neighbors did last night? Is sort of a pattern interrupt. And we do the same thing when the property sells. And we had a headline that would say your neighbors, the Smiths, got exactly what they deserved and it could happen to you next. And so the essence of the story is that they got what they deserved, a buyer for their beautiful home. And if you're going to, to be selling your house, you could get the same thing. And that's so that's a much more impactful way of reaching that audience. You know, the people right around a brand new, brand new listing. So we always have lots of whatever you can, if you can add fun, if you can add something unexpected and still maintain the integrity of the core message that you have, you don't want to ever let that distract from the core message. It's got to draw people into the core message. It's not about distracting them from that it's not about doing something that you can't now tie back in. It's about making sure that you do it in a way that is going to draw people into your message and get them paying attention.

Yep, I love it. So everyone now has an opportunity to smile, try to be funny, but more so get out their inner wizard, as Dean would call it, and start creating some really cool marketing. Here's the beauty of this. All you need to do is go to ilovemarketing.com take a look at the examples that are put there, and you simply don't need to have to create all of this from scratch because you now have models, you now have swipe to work from, and every marketer should have a swipe file and they should have some really cool stuff. I think what's really neat about I love marketing in a lot of ways. It's becoming a really great electronic swipe file for people to not only get exact training for free, nonetheless, I've had a lot of people that listen to this say that the advice that they're getting on I love marketing is so much better than many seminars and many things that they've actually paid money for. That makes me very happy to hear that sort of stuff because that's one of our original goals when we first started doing this. It's there for you and Yep, yep, that's what I got to say.

You know, this will be fun, Joe, to see what people are able to do with this, what people are able to, you know, I'd love to have in the comments or in the future have people submit things that they've, that they've done and we could have a little showcase of them. You know, we could do another from the comments version here and talk about the things that people are doing. Yep, exactly. Exactly.

Let us know how you're doing with it all and keep on marketing. Share this with everyone you know, even people you don't like. I'm kidding about that. People that you cannot stand should be the only people that you refer to. Ilovemarketing.com I don't know why, but that sounds like the thing to say at this moment.

No, we don't want that.

No, we don't want that. And here's the deal. When you're writing copy, when you're creating stuff, I always like this and I get reminded by it when I listen to my consultation I did with Gary Halbert years ago, where when you sit down, think as if you're wanting to persuade and compel your mother or Your best friend or someone that you really care about. And you really need to get their attention because what you're offering can be really beneficial and really helpful to them. And what would you say? How would you say it? And incorporate the fun into that? The pattern interrupt, as you call it, Dean. Because the goal here is not to make amusing or funny advertising. The goal is to actually make the whole process enjoyable. And the reason we Love marketing is we call it I Love Marketing is because when you do this sort of stuff, it actually becomes pretty darn awesome. That's why we do the I Love Marketing show for free, because we love it. We love talking about this stuff and we know what an impact it's had on our lives and we want it to have that same sort of impact on you if you do this sort of stuff. The drudgery of running a business at times, because it is hard at times, not all the time. This actually helps give you a pattern interrupt so you can have the whole business become a much more enjoyable thing. The more you set up your marketing to be this way, the more fun you're going to have. Because making money is one thing, but the effort expended to make it is a completely different thing. So you can have a hard, annoying, lucrative and frustrating business, but we want you to have an easy, lucrative and fun business. So that is that.

That's what I'm trying to say. That's right.

All right, we done?

I think we're done.

Are we done for now?

I think we're done for now.

Okay, stay tuned, everyone, for the next I Love Marketing show. And yeah, go drink some water right now. Everyone grab a glass of water. Drink it, and make sure you sleep well tonight. And that's all I've got to say.

Goodbye. Okay, goodbye.