The One About Lead Conversion - I Love Marketing With Joe Polish And Dean Jackson - Episode #54

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. And Joe Polish, that's right. Yes. You know what I think we should talk about today?

What is that, Dean?

I think we should talk about the reason I say it is because I've got a couple of really cool stories, actually, that I'm starting to see the real value in working on lead conversion. So much of what we talk about is about generating leads and using direct response and getting people to call for guides or free reports or opt in and leave their name and email address, all these things to generate leads. But I want to spend a whole episode here just talking about what I believe is really the most valuable thing, which is lead conversion. Profit activator number three. Educate and motivate your prospects to meet.

You, meet you, to call you, to go to your website, to give you money to hang out with you.

That sort of stuff. Exactly. You know, to where? Well, part of the thing is when we start talking about, you know.

Generating.

Leads, it's usually we separate. A lot of times people make the. There's a subtle distinction between profit activator number two and profit activator number three. So profit activator number two is compel prospects to call you by using direct response marketing. And we talk about using. Those are all the things that you do just to get people to call and raise their hand. We're not now in the ad or in the marketing. We're not trying to convince them to do business with you. We're not trying to convince them to meet with you yet. The only thing we're doing is enticing them, compelling them to raise their hand and identify themselves as someone who is a prospect for what it is that we do. Profit activator number three is about educating and motivating those people so that they want to. To meet you. But we add on to the tail end of that profit activator. It ends with when they're ready. Because we talk about this whole idea that not everybody is ready now, not everybody is ready to do what it is that you do immediately. They may be ready to gather information about it. And that's why it's so easy to get people to raise their hand when you focus all your attention on. On compelling them to call you that way, but where the real value is in nurturing and really educating those people over a period of time. The longer that you can follow up with people, the better off that you're going to Be.

Yes, exactly what I was going to say.

So do you have any experience in that?

Well, let me ask you then, because I want to clarify this for a lot of the listeners. So say, for instance, someone is just simply an online marketer and we have terminology in the profit activators. Compel prospects to call you, educate and motivate prospects to meet you. Put that in online terms. What does that actually mean?

Okay, perfect. So when you look at. So last week, this is a perfect time to talk about it because last week we talked about, we had Perry Marshall and we had Tom Malone on talking about Facebook advertising and using Facebook to get your message in front of people who have a high probability to be your prospect and to get them to click on an ad that you put right in front of them at just the right time. And then hopefully when they go to your landing page, you're offering them something that's going to compel them to leave their name and their email address. That would now be a lead. You know, we've generate, we've done the job of profit activator number two. We've compelled people to call you by raising their hand and call you. And, you know, let's say that to cover both online and offline, that it's to identify themselves to you. That's really who it is. You know, it's like we've got this big group of people, if you think about who you're trying to put your message in front of, we've got this big group of people who could potentially, potentially be our prospects. If we're talking about carpet cleaners, it could be a whole, you know, neighborhood or a whole city. Everybody in there who has carpet is a potential, is a potential prospect for you. But by using direct response advertising, by using some sort of marketing piece, we can get the ones who are interested in getting their carpets cleaned to raise their hand. And, you know, we've talked about how we do it with the realtors, you know, using picking a neighborhood and getting people to raise their hand as somebody who's interested in potentially selling their house by offering them information on the latest activity in their market, you know, in their neighborhood. So we're compelling those people to call and, and we get them to identify themselves as somebody who has a high probability to be somebody that we can help. Right, okay. But there's the thing is that sometimes people think, and this is where we see the mistakes that they make with applying the profit activators is they think that that's enough, that they generate the leads and then they don't have a really strong system, a meth, a way of communicating with people for a extended period of time to bridge the gap between when we've got them to, you know, we've compelled them to identify themselves and when we're meeting with them to present our mafia offer, you know.

Yeah. So let me give you an example of like with cleaners in the very beginning, and it still happens to this day, when I first started teaching, you know, the methodologies that I use just probably very. I'm sure you've had the exact same thing happen to you, just a different way.

For real estate.

I would teach carpet cleaners before there was the Internet to run an ad. And the ad would drive people to call a free recorded message. Well, first off, they would start trying to do all kinds of selling to get them to hire them in the ad before they would just call the free recorded message. And we're like, no, no, no. The only purpose of the ad is to get them to call the number. When they call the number, the only purpose of the number is get them to leave their name in their address so you can mail them a consumer awareness guide or get them to just listen to a longer educational free recorded message, which then becomes part of number three. And the offer would be a free room of carpet cleaning and a carpet audit. And there was all kinds of different ways that, you know, someone that is over anxious or doesn't want to really, you know, embrace the psychology of what. How this works, that they try to.

Shortcut.

Always goes back to how long does your sales letter need to be? How long does the copy need to be? It's like, how long do your legs need to be? Long enough to reach the ground, but they don't need to be any longer than that. But they need to be long enough to reach the ground or it doesn't work. What would happen with the carpet audit? Invariably there would always be like 1 out of 20 people would buy my kit and. And I used to do these critique coupons where I actually myself would get on the phone or I would critique their ads. I don't do it anymore just because.

There'S just too many people.

However, when I would talk to them, they're like, well, this isn't working. And I'm doing it exactly like the way you teach. If I ever got a copy of the ad or the promotion, which I would ask them to fax it to me. Back in the good old days with fax machines, they would always leave something out or I would always find out that, well, they're just once someone would call them for a free room of carpet cleaning. They would just want to show up and do the cleaning, but they wouldn't want to do the carpet audit. They just want to get the money. It's like, no, no, no. The carpet audit is the unique process of presenting your service offer to motivate people. You need to educate them. You're asking people to make a decision to buy something from you that you understand, but they don't understand it. See, that's the biggest challenge for a lot of business owners is they live, eat and breathe the stuff and they know it. They think it's the greatest thing in world. They think that everyone should just buy it because they're offering it. It's not about that. People, literally, they need to be courted the same way that you court a romantic relationship. If you meet someone and immediately you're not going to romance them, you're not going to take them out and you just want to jump into bed. It doesn't work that way. Sometimes it does when you're like Brad Pitt or someone or vice versa. This works. Men or women. Don't get all excited while I'm talking about Brad Pitt here either. Dean, I know how you really totally into Brad, but the point is, it's the same thing. If you're not willing to court your clients, you cannot expect them to fall in love with you and to trust you. Let's take them through it. By the way, I want to mention this too. My voice is still a little raspy. I know because of getting over my long term cold here. I don't want to say anything.

It's kind of sexy though. Yeah.

Well, I was interviewing Dan. Actually, I was doing a recording with Dan Sullivan a couple days ago and he said the same thing. It makes me sound more distinguished. But basically I have a letter that I'm going to read from a college student later in this episode that has generated over $10,000 in sales following our strategies, using consumer awareness guides and things like that really cool letter that I got from a graduate student and. And who listens to our I Love Marketing podcast. And I'll share that later. So just prove that you know people and this is in an environment raising money for, you know, nonprofit and to do good things in the world.

So this sort of stuff applies to.

Everything and I'll read that later. But I want people to really kind of get that there is a method to the madness and if these things were unnecessary to do and go through these profit activators, there would be no reason for us to do all of this. I mean, because, you know, Dean, both me and you are impatient. We love to just get sales quickly. And great marketing is the quickest path to the sale. But the quickest path to the sale requires you to do things. And if you try to speed it up or shortcut it, it's not that it won't be a quicker path to the sale. It'll be like no sale or you're going to be competing on price. And so there's a lot of benefits of following the profit activators in the way that we teach it. And we've been doing this for many, many years. And so we've kind of learned with our own money why this works and how it works. And so. Okay, so how.

Yeah, and you know, I want to start. I always begin with the end in mind. I always begin that, you know, the purpose of educating and motivating your prospects to meet you is so that ultimately they do meet you. So the, the only people that we're really speaking to are the ones who are ultimately going to meet us. We do everything we can to speak to the five star prospects, the people who are the most likely to want to do business with us and not worry about the ones who are not likely to do business with us. And that's going to be important in a few minutes because I'm going to share some of the mistakes that people make and how to really kind of avoid those and have the very best conversion process that you can. And so the very first and best thing that you can do if you really want to start working on this profit activator, is to begin with what you already have. Everybody has leads that did not convert. They had opportunities that they didn't get to do business with people right away. And by the way, most businesses, most business owners are really good with the people who want to do business right now. If they run an ad and everything falls into place where they run an ad for a consumer awareness guide, somebody calls for the guide, you send it out, and then the prospect calls you and invites you over to meet with them right then most people are really good with that. But if there's any kind of a delay, any kind of time lag, most people kind of drop the ball. It's the most missed opportunity that most people have. One of the things, especially this time of year, it's a great idea to reconnect with all of the prospects that you may have missed out on or you don't know what the status is. I created something called the amazing nine word email that revives dead leads and this was something that I did for the realtors. But it works for any business that you know. The best place to start is to gather up all of the names and email addresses or telephone numbers or mailing addresses of all of the prospects that you can possibly gather up. Ones who have not done business with you yet, but came across your path. Maybe they came in to see you in your professional service business, they came in for a consultation or they called you for a quote, but they didn't actually get anything yet. Or if you're a realtor, they came to your open house or to your website, they left their name and email. Or as a carpet cleaner, maybe they called for your consumer awareness guide or they called to get a price quote, but they didn't do anything. All of the people that you can gather, look in your desk drawers and for all those scrap pieces of paper where you wrote down the info when you were talking to somebody on the phone. Or look in your emails, look in your car, under your sofa cushions, all the places that you would keep all of these prospects, gather them all in one place and put them in somewhere where you can send this nine word email to them. So the subject line of the email is just their first name. Just their name, Joe. And then the body of the email would be, and I'll share with you the real estate version of this is Joe. Are you still looking for a house in Phoenix?

Dean?

That's it. That's the entire email. Now if you send that email out, a couple of things are going to happen. First of all, you're going to struggle with, you're restraining yourself from not adding anything to that email. The biggest temptation that you're going to have is to want to say more in that email than those nine words. Because you're going to want to say, are you still looking for a house in Phoenix? Because if you are, blah, blah, blah, whatever it is you want to finish that, you're going to be driven, you're going to be distracted enough that you're going to want to finish that email. I'm sharing this with you because the most important thing that you can do is not finish that email. Your mind can't stand an open loop. It's uncomfortable to send out an email that doesn't tell the whole story. But the reason that it works so well is exactly the same reason as why you want to fill it in. Because your prospects who are receiving that email, they can't stand an unsolved mystery either. They want to know why you're asking them that. So even if they're not still looking for a house in Phoenix, they're going to reply back and say no. And that's okay too. But when you send it out, I guarantee you, if you send it to people who had inquired about carpet cleaning, are you still looking to get your carpets cleaned? That could be the email for carpet cleaners, car dealers. Are you still looking for a new car? That's it. Somebody who got a quote on their roof, Are you still looking for a new roof? Whatever the thing is, whatever it is that you do, just fill out that short nine word email. I'm going to read you an email because I encouraged our real estate agents to do this right at the beginning of the year because it's a really great time right now to do this, to kind of reconnect with all these people. So this lady sends me back this email. Hi Dean, for the last few days I've been busy cleaning files, closing out the year and setting up for the new year. And as you say, I love this time of year. Anyway, I threw in the WasTeBasket yesterday about 20 printouts of suspects, people who had responded to my website. But nothing had come of working with them, so they were filed and I thought dead. Then I read your amazing email early this morning and by 7:30 I'd sent 20 emails out with only the nine words and maybe Happy New Year in the body of the email over my signature. Short, personal, expecting a response by 9:30am I had five responses, dumbfounded, two yeses, one apologized, had some issues to work out, but looking forward to getting back to looking. Another was still interested, so I sent some listings. Then one terse no, we're not. Another had bought from someone else and one email not working. I thanked them all and by 9:30pm, a total of eight responses with three yeses ready to work with me again, two no's, and of the other three, an invite to lunch, an email not working, and one walking away from an upside down home and did not want to try a short sale. 40% response in about 12 hours. Unheard of. Thank you so much. It kick started my year. You are the best.

Now there's only one thing that she was wrong with.

You said I'm the best.

Yeah, yeah, because you're not the best. But that everything else I think is pretty valid.

Here's proof that it works in other things, you know. P.S. i told a Friend who's a consultant about it this evening, and she was doing the same thing for her consulting business. So when you look at this, it's like these were leads that she had thrown out. She'd already given up on them as dead.

Right.

And every business has this. Everybody has these people, you know.

Yeah, yeah. See, you know, I mean, see, this is the reason why we get paid the big bucks. You know, what I'm going to try to do is borrow this, like, as if, like, I came up with it, you know, I like it. Yes, we got this show together, but really, you're the one that came up with the diabetic word.

However, what you just said, though, I.

Mean, seriously, think about this. People can read, like, they can read dozens of marketing books. They could go to, like, you know, $5,000 seminars. And, like, rarely are they going to get, like, something so simple. And our biggest challenge is the fact that we're putting this out there for free. Anyone can take that formula and use it. You already know it works like gangbusters. Already know it works like gangbusters. We already know that. You know, simple human psychology and bringing simplicity to complain. Confusing. Using Socratic selling, really not trying to oversell. All of this is proper positioning and proper balancing. We all know that is the very best way to present anything and maximize response. There's going to be people that simply won't do it because they're thinking, well, it can't be that easy. But it really could be. Guess what? You can just try it and find out.

Yeah, and that's the thing. Homework assignment number one would be think about all of the prospects. Gather up all of the prospects that you can that you have either given up on or you haven't really contacted and look at those people. It's fascinating how much potential you have in those. I would do some consulting with a company that has a list, the database, name, email, all contact information of nearly 100,000 people who they have generated as leads through radio advertising. And they have, again, a really good process for converting people who are ready to go right now. They drive those calls, they are able to talk with people, and they help the ones that are ready to be helped right now, but they don't have and didn't have a really great way of bonding with the ones who don't and recapturing them later. You know, so they had. It was funny because I was on a call with the president of the company, the marketing guy, and the operations guy. I had them laughing because the way they even the Language that they were using. They had, they had segmented their data. They've got really good data, really good record keeping, really good execution. You know, they're able to do everything. But they, they would segment their database as new. Sorry about that.

What are you choking over there?

Yeah, I'm choking on some cranes.

You're smoking cigars again, are you?

Cranberry juice. It was cranberry juice. Little tart at the very end. So they segmented their database into new prospects contacted in process. And then if they didn't get into process, they put them into archive. That was the category that they used. That's the big. That's the hundred thousand people. And I said, do you guys have a swear jar in your office? And they laughed. I said, because I think what I want to do is we're going to. I want, culturally, I want this swear jar to be the archive jar. I don't ever want to hear you talk about the archive again. We're going to rename it the gold mine. And every time you start talking about the archive, we're never going to say that word. We're going to talk about it as the gold mine. Because in the fall, they hadn't really done much to reconnect with these people. And so in the fall, we sent out an email to all of these people and we invited them to come on a Teleclass and had 800 people come and come on the Teleclass generated 400, over 400 new re engaged leads and were able to do business with. With, you know, 50 or 60 of them immediately, all from this group of people who were otherwise dead leads. And, you know, it's like, you know, in each time, doing business with them represents, you know, four, five, six thousand dollars. So it was a lot of money that it was that you able to generate, able to mine from the gold mine there, you know. And so I think that's really why it's been on the front of my mind, this whole conversion process, because we can show people how to generate leads till the cows come home. I mean, we can generate tons and tons of leads. It's easy and it's exciting because most people. It's always more exciting to generate something new than to try and manage what you have.

Right? No, it's so much sexier for most people to chase new customers, New customers, new customers than to do all the other stuff. Right, but the other stuff. Yeah, yeah, it's harvesting, though. You know, everyone wants to run around and throw seeds everywhere and gather seeds and this and that, but you know, what about the tilling of the soil? What about the watering? You know, I said, and it was.

So funny because these guys, I did the first, first call of the year with them, you know, a couple of weeks ago and you know, first thing they wanted to talk about was, well, what can we do new this year? Like what kind of new lead generation stuff can we do? And I refused to let, I refuse to let them talk about it. I said, we're not going to talk about it at all until we schedule another one of those teleclasses for the gold mine every month, you know, so.

You know, how funny is that though? I mean, you know what also cracks me up to you though, Dean, is how many people are in charge of marketing departments that don't even understand what the hell marketing even is, right? I mean, it really, I like constantly run across people that have really high and mighty titles or at least they think they do and they just have no clue.

I mean, I don't want to say in any way that these guys are not good marketers because they, they really are. They've got a huge business and they do do, you know, millions and millions of dollars. But it's, but just the, you know, even that, just showing that, just simple things like not really thinking about doing the same thing again and again. It's like almost thinking about that as an event, you know, thinking about, well, we did, yeah, we did that, that was great. But not that it doesn't cross their mind that we should be doing that every single month.

Well, you know, I mean, look, it's clear that I obviously like to help people or we wouldn't be doing a free podcast and putting it all over the world, giving away, you know, all of these amazing money making strategies with zero compensation to us other than, you know, people send us like nice gifts and stuff every once in a while.

However.

So, I mean, from that perspective, I think it's totally fine and actually necessary that we make fun of people more frequently. I think if we even have the I love marketing stupid ad example of the month or something like that, that would feed that side of me that enjoys it.

Oh, that reminds me. Boy, I wish I had it right in front of me. I saved it for that purpose. I got in my mailbox a postcard for a workshop that had a doctor's picture on it and the headline was Avoid total knee replacement. And it was a free workshop.

Well, explain to me why that wasn't brilliant.

Why that wasn't brilliant exactly. It was just kind of, you know, I see it all the time because there was a cosmetic surgeon here who had run an ad that was the headline on the ad. And it was done in cursive writing, like in script. It was laser assisted blepharoplasty, which is like eyelid surgery. Right. And I remember it so well because the whole thing. And the guy, the cosmetic surgeon has become a really good friend of mine. He's a. I play golf with him all the time now. But you know, when I first was talking with him, the ad itself was like, you know, now you could tell they had some co op money from the laser company, you know, the actual tool that they had to market their services. And so the ad was all about the new ultra pulse 5000C laser, you know, and it was like the words that they were using, you know, new technology, it penetrates to a precise distance with less bleeding, swelling, bruising. I mean, all the power words you want in a surgery. It was just the funniest thing ever.

You know, let's scare them into not buying from us.

Well, the funniest thing was I called the, I looked up the company, I got them to send me some literature on the ultrapulse thing. And you know, the envelope that it comes in, this is the funniest thing was it had the ultrapulse logo was like a red. Had a red laser beam coming out of the thing, but it looked like a stream of blood coming out of this thing.

You're saying it was quite appealing?

It really was appealing on every level.

That's funny. That's funny. Well, you know, we talked about this I think before, but Daniel Amen, who is a good friend of mine, he's in my 25k group. He wrote change your brain, change your life and about 20 something Other books on the brain and health. And he has a, you know, it's a pretty large organization, four different clinics throughout the world. Top brain scan psychiatrists in the world. And he also had the brightest, clearest.

Eyes of anybody I've ever met.

Yes, he does. He does. And he's done like five PBS specials. I mean you can find him all over the Internet.

Smart dude.

And basically he really gets and understands marketing. And the reason is because he studies it. He understands that being the best brain doctor in the world is one thing, but getting people to understand how they can be helped by him is an entirely different thing. So he really is a student of how to communicate, which of course is kind of interesting considering his study is the human brain. Right. And he has that great line where he says, you know, psychiatry is one of, you know, the one industry that doesn't look at the organ that it treats. Which is why he's such a big, big fan of brain scans. And he listened to my whole Nightingale Conant program and the part on where we talk about, you know, a carpet audit, doing a carpet audit. And so he spent six hours and he created a brain audit process. And so when people go to amenclinics.com they can take a brain audit. And what he's doing, once he drives a lead or someone that's interested that goes to the site, he actually educates them by having them answer questions and then giving them very useful information about diet, about exercise, about sleep. And a lot of it's simply things you can do for free. But other things are things that his company and organization offer all the way up to full blown brain scans. Come to Amen Clinic and get a brain scan. And the point is, it doesn't matter what business you're in, you can do this. You can do this with carpet cleaning, you can do it if you're a doctor, you can do it. If you're a blue collar business, you can do it if you're a high tech Internet business. There's just a whole variety of things. I remember a guy in Australia that would do, he had a pet shop and he would do seminars that would teach, you know, a parrot how to talk. And so people that have parrots, they would go there and, you know, I think this guy was bringing in just thousands and thousands a month doing, I think, $49 or $97 a person. You know, seminars on teacher, parrot, how to talk. But so there's all kinds of ways that you can go about doing this. If you're a printer, you can do a printing audit. If you're a carpet cleaner, you can do a carpet audit. If you're a realtor, I mean, you know, there's all kinds of, of ways to package up messages.

And so let's go through some more stuff.

Dean. You've got a whole, you know, you've got a whole slew of different ideas and things. And certainly, I mean, there's got to be someone out there that is not going to, they just need a new idea. They refuse to use the magic nine word email.

They refuse.

It's not for them.

Their clients are different.

The famous, the famous line that will put a nail in the coffin of your business is, my clients are different.

Yeah, exactly.

Let me ask you about that, though. What Are your thoughts on that? That's probably one of the number one things. Dan Kennedy and Bill Glaser, they even made a big banner for their seminars. I don't know if they do it anymore. But the last one I spoke at, I didn't see the banner, but I've seen them with a big banner before that that says but comma. My clients are different and they would really get, they would really get annoyed with people that would say that. And I've literally seen Dan Kennedy. You know, someone will raise their hand and ask a question and you know, if he is a time where Dan will ever take questions and if they start the sentence with, you know, but my clients are different or my clients are high end or my clients don't respond to this sort of stuff. I mean, he literally would not even even talk to me. I've even said, I've seen him in live audience say, you're an idiot. I'm not even going to answer your question. I mean, until you can pull your hat out of your ass and not say that my clients are different or they don't respond to this while you're sitting at a seminar that you responded to this, telling me that people don't respond to this. So what are your thoughts on that?

Well, I mean, I agree that they're right, that it's not, you know, clients are, the only thing that's different are the actual details of what it is that they're, that they're asking for or going to respond to. But the fact that they're going to make a decision about something is universal. You know, no matter what the situation is, the information that they're going to need, the, the criteria that they're going to use to make that decision is what changes. But the process is the same. They're either going to, you know, if you compel somebody to call because you've used direct response advertising, you've gotten them to raise their hand. The only reason people even raise their hand about something is because they have an interest in that thing, you know, and if you know that, you know, we often quote the inquiry handling service studies that show that half the people who inquire about something, 52% will actually buy what it is that they inquire about within 18 months. You look at that and it shows you that a lot of the people that inquire are ultimately going to do something whether they do it with you or whether they do it with somebody else. Especially when you're looking at things that have a shorter window. You Know, like somebody getting their carpets cleaned, you know, there's a good chance that they are going to do that at least once a year with somebody, wouldn't you say? I mean, I don't know whether sometimes people don't get their carpets cleaned at all, but they've got to be in the minority, wouldn't you think? Well.

If they're getting their carpets cleaned by a piranha member that's actually doing his job. Right. Our members are mailing out monthly client newsletters and they are educating people constantly on the health benefits of cleaning the carpet. And it's not just about appearance. Do you know that you can actually hide a pound of dirt in a square foot of carpet before, you know, not all carpets, but like an average type of carpet, a square foot, a pound of dirt before it becomes visible to the human eye. Oh, yeah. And you know, when they start really getting their clients, I even have sales letters, they'll say things like, you know, you wouldn't sleep in your sheets for six months without washing them, would you? Or wear your underwear for six months without washing them. But people do it all the time with their carpet. And if you start saying things like that, or at least plant that sort of imagery in their minds. And I'm not talking about scaring people. I mean, this is true. I mean, who would use, you know, who would use a towel to take a shower with, you know, more than, you know, a couple of times or three or four times, you know, I mean, if you're one of these, if you're one of these individuals that goes to a hotel, you know, a hotel and you actually will use the same towel. You know, I love the different verbiages that they have to entice people to not save the ocean.

Yeah. Or save the environment.

We could do a whole episode on that. I mean, I've had conversations with Robert Cialdini about all the different verbiage that they've done to test that. But you know, that being said, I mean, it's not real difficult for a carpet cleaner to dramatically increase the frequency of their client's use of their services through education. And see, the thing is, if you don't use education based marketing people, they're not incentivized to do business with you more frequently because they don't even understand why they would benefit by doing business.

With you more frequently.

So this is not even about. I know I'm saying it in a way to be joking and sound like scary and freak people out, but I mean, I can say things about carpet on this podcast here that would make people think like, oh my God, I can't believe that it'll make them want to clean the carpets more frequently. But when you're properly presenting whatever business you have to someone and educate them, tell them what it is they need to know and how you're going to benefit them, and don't expect a sale if all you try to do is just leave that part out. People need to understand. Yeah.

So I'm going to share some of my top three, let's say ideas, top three things. And there may be four or five by the time we tally them all. But the best thing that you can do is to realize and understand that not everybody is going to buy right now. And so if you buy into that, you know that 50% of them are going to buy something and you just realize what is the value of that. You know, realize that there's a gold mine in all of these leads that you have because none of your competitors are really able to, to educate and motivate people over a period of time and patiently wait until they're ready to actually do something. So I just want people to understand the economics of it because it really is incredible when you look at the total value of what these leads that you're generating are actually worth. If you generate 100 leads and you know that 50 of them are going to buy in the next 18 months and you calculate what that's worth, if just your average one time, first time job with them or the commission on the average house that they're going to buy, like if I do this with realtors, if you generate 100 leads and we know that 50 of them are going to buy something in the next 18 months and that average commission is 5 or 6 or $7,000, let's call it $6,000, that portfolio, that bundle of 100 leads in the next 18 months is going to yield somebody $300,000, $6,000 times 50 of them. So. So when you start thinking about that, what would it be worth to you? What could you invest in educating and motivating those people and taking at least an 18 month window of time to kind of bond with those people and be there when they're ready to move, I just want people to understand the value of. So do the math yourself. Whenever I'm talking about converting leads, I always like to speak in terms of bundles of 100 leads because anything can happen with one or two leads. But let's talk generally, what's going to happen with 100 leads is going to happen with the next hundred leads in all areas. If you can generate 100 leads from an ad, whatever it cost you to generate those 100 is probably plus or minus a very small amount what it's going to cost you to generate the next 100. So it's all thinking through the portfolio value or the bundle value of those 100 leads over 18 months. Then make a decision that you're going to do everything you can to get that money. When I started thinking about my lead conversion really seriously, one of the things that I did was I used Gary Halbert's idea of what would you do? Because when he wrote that the letter that changed everything for him, the idea that he used was what would happen if I could only mail one letter and if I didn't get an order, I was going to be beheaded. That's pretty motivating. So I took that approach. I said, what if I'm given 100 leads and I've given 18 months? And that if over that 18 months, at the end of 18 months, if somebody had. If somebody had bought a home and they didn't buy it from me, that I was going to be beheaded, how would I approach this group of 100 people? How would you approach that group if you knew that your life literally depended on you being there when they are ready to do what it is that your business does?

Yes, that would change things.

It would change things. Even if you can get yourself to go there and just think that through, know what that commitment would look like, that is going to help you really take this seriously because it really is a very serious thing. You've got such a great opportunity here. Now, if that's your mindset, you know, you realize what that bundle of leads is worth to you, you're committed to it because you know that if you. If you don't, if they don't buy with you or do whatever it is, let you help them, that you're going to be beheaded. It takes a whole different level of emotion into what you do with all the thought processes that go into developing the system that you're going to use to educate and motivate those people. You know how when we were at the marketing live.

Yeah, go ahead.

I was just going to say when we were at the event and Eben was talking about using emotional, you know, raising the emotional value of the words. Those two exercises that I just talked about is, what's that bundle of 100 leads worth? That should excite your greed glands, as Gary would say, and what would happen. What would you do if your life depended on you making sure that if they did what it is that you do, that you are the one they do it with. Those two things, you know, if you can. If you can excite your greed glands and your fear glands and getting working in harmony, that right there is going to add weight and depth to what you. How you really think about this, right?

Totally.

Totally.

Yeah.

It's funny because I do want to. You know, we were both silent there for a second, but I do want people to really get the weight of this. I'm not saying this just as something to say because it's entertaining. On a podcast, I'm sharing with you exactly the mindset that I use to go through and create some of the most compelling conversion processes that you can imagine, because I take it very seriously. And I'm just sharing with you, like from. I want to really, like, implore you that this is a serious exercise. And if you really seriously get yourself to buy into the full weight of the emotion that comes from really thinking through those two provocations, that your lead conversion process, even just by thinking those thoughts, will be forced to improve.

Totally. One of the things I think that Gary was a master at and what you've just sort of explained is getting yourself into a position where you're sold. If you can't sell yourself on the power of something and put enough positive pressure on yourself, I mean, literally, you're going to be beheaded if you don't write that one letter. You approach it much differently. I mean, even if it's a trick.

Everything you look at, Tony Robbins would talk about, everything is a result of the state state that you get yourself in. Your physiology changes when your state changes.

Yeah, completely. For people that have just started listening to the I Love Marketing podcast in the very beginning, when me and Dean started this going on a little over a year ago, the first episodes that we did, that kind of tell the whole story, we really explained a lot of this. So if you're one of our new listeners, and even if you're the one of one of our current listeners, it's always valuable. I've talked to a lot of people that have gone back and listened to the original episode that after they've been listening to us for a while, when they go back and listen to the first ones, they actually make a lot more sense to them because they have a whole other context to think about these marketing strategies. But every podcast that we do, we do a really good job to make sure that there's several real true strategies, tactics, walk away gems that you can immediately use to build and grow your business, make more money and just make everything much more effective. And as far as Gary Halbert, do a search for gary halbert@ilovemarketing.com and listen to some of the podcasts talking about Gary and watch my presentation at Dan Kennedy's event where I actually talk about the seven things that I learned from Gary. And everyone that watches that video tends to really learn a lot and find it really valuable. So, Dean, I want to actually read this letter here in a minute, but I want you to keep going through the different things that you want to share. Before we get to the point where I'm allowed to read this letter, I need your permission because, you know, you're kind of like the boss tonight, I think.

Oh, I'm kidding.

Like a boss. I'm just making that up. I'm trying to make you feel good. Authoritarian.

I gotcha.

What else? I mean, what jewels do you have for our. Yeah, I love marketing.

Okay, here's the good stuff.

Go ahead. Yeah. And begin.

And begin. So you got that state. You understand what they're worth. You're committed to converting those leads. Now here's what you do actually in practice to make this happen. You gotta really get to the bottom of what it is that people really want when they do business with whatever your business is. What are the things that are going to motivate them? What are the things that they need to educate themselves on? And how can you phrase those things? How can you offer them those things in a way that makes it easy for them to take that first step? So I'll give you some real estate examples of how we do this, and you can extrapolate from that three things that people want to know when they're thinking about selling their house. Their three thoughts are, how much is my house worth? That's the first thing that people want to know. We compel them to call by offering them information that scratches that itch. If they're thinking, I've been doing a lot of work here in Winter Haven. We put together an offer for lakefront homes. We chose that as a single target market. We send out postcards offering the January 2012 report on winter Haven lakefront real estate prices. And people call and they ask for that. And we know that the next things that they're because that's going to give them an idea of what all of the lakefront homes are selling for. But what they really want to know is how much is my house worth. So we offer them. We scratch that itch by offering them a pinpoint price analysis. You know, we talk about coming to show them exactly what their house would be worth in today's market. And when people are ready for that, they're ready for it, you know, and they will call up. We have been doing, as I said, with Julie Matthews here in Winter Haven. We sent out these postcards. And you know how it happens is you send out the postcards, they respond. We send out the guide. You know, we got a consumer awareness guide on how to sell your house for top dollar fast. We send out the report along with a cover letter, and Julie gets a call from a guy who says on her voicemail, she played the voicemail for me, said, hey, I got your package, and it looks like you're serious about selling some houses. And I mean, it's just kind of. That kind of thing happens all the time because we're speaking directly to them. It's nothing about. It's not pumping yourself up and not saying how, you know, how great you are. It's talking about what they want to know and making offers to them that are going to want them. They're going to motivate them to want to meet with you because they want to know what their house is worth. And here we are offering them something that sounds exactly like what they want with a pinpoint price analysis. Another thing they might want to know is what do I need to do to my house to get it ready to sell? Or what kind of repairs should I do? Which ones are worth it? So we offer them a room by room review. It's a booklet that's got checklists and it shows people. It's meant that the realtor would go over it over the report with somebody. But people call and that's what they want to know. Or we offer them a chance that we may have a buyer for their house. Give them a chance to put their house in our silent market where if we have a buyer, we may be able to help them sell their house without even putting it on the market. So we've got those three things that are going to motivate people to want to meet with you, because it's speaking completely in benefits. It's talking about exactly what. What they want. And every month we send them a newsletter that is packed with tips on things that somebody who's looking to sell their house might be interested in knowing. It's going to be very helpful for them. We call it our Get Top Dollar newsletter. Every month The Get Top Dollar newsletter goes out, along with a cover letter that's offering them one of those three things and information on all the activity that's happened in the last 30 days. Following up with people like that, being there every month, knowing that most of them are going to buy later and not now, the return on investment is huge on that conversion process.

You know.

That is what you're trying to say. I would say to people that, you know, think about what are the things that people would want to know? How can. What would be the things that would be most motivating for them to want to meet you, you know, what. And how can you phrase it? How can you put a name on it, you know, and make it seem like it's one of those cookies that we talk about. If I had you in my living room, and instead of saying to you, hey, if there's anything you want, there's lots of stuff in the fridge, bringing out the cookies and putting them right in front of you and saying, hey, Joe, would you like a cookie? Because it's far more compelling for you to take that cookie if it's right there in front of you.

Well, and if you're over my house, it would be more like, you know, raw chocolate or. Yeah.

Hey, you want a rock? Cacao.

Yeah, it'd be raw cacao, basically.

It basically would. Or kale. You have a bottomless supply of kale at your house.

You love coming over my house, don't you? I do.

I mean, that's what I'm most excited about this week, actually.

Yeah. Yeah. Me and Dean will be with each other. So, anyway. Well, I mean, not like that, but we. Wait a second.

I don't want to be presumptive.

That sounds really weird. All right, well, look, I think you've given more than enough. And I want to mention that in our continual quest of just delivering such amazing stuff to all of our listeners, we're going to do some bonus interviews that are going to be coming up as part of. I love marketing, but you're going to have to go to the website ilovemarketing.com and you need to be opted in. So we have your email and all that, so you're notified of these things. But I've interviewed recently Peter Diamandis and his author Stephen, on their new book Abundance, that's coming out. And I did a video at Singularity University because I'm a platinum partner in Singularity University now. And you can watch that interview with Peter Diamonds. Yeah, very exciting. And then Laura Langmire who is a financial author. You know, she's made millions and millions of dollars and she's written a bunch of best selling books and she has a new book called yes Energy that is with Hay House. And so you can hear my interview with Laurel and then Dave Crenshaw, who is a productivity expert who wrote a book called the Myth of Multitasking and Invaluable. And we're going to make those bonus interviews. These are things that will add to your knowledge base in different parts of success in business. So we don't just cover marketing here, although we love marketing. And marketing is definitely the first horse in front of the cart because that makes everything else matter. Through our I love marketing channel, me and Dean are here to just help you do a lot better in business and in life. Dean, anything else you want to say? If not, I'm going to share the.

Letter that I got. I'm excited to hear this letter.

Well, here's the deal. This is kind of interesting because his name is Jeremy Ellen. He is a student at Arizona State University. And basically the way that I met Jeremy was I have a neighbor a few houses down from where I live named Laura Burgess and she has an environmental company called Burgess Environmental. She's a professor at asu and basically she does a lot of volunteer work and foundations from the Heard Museum to entrepreneurial groups. And she asked me if I would wouldn't mind speaking to a group of graduate students. And I've really never done anything like that. She wanted to bring some students over to my offices at Piranha Marketing in Tempe and have me speak to them. And since I'm a guy that failed owning and operating a small business in community college and got a C minus in marketing and never got a degree in anything, I was like, what exactly would you like me to talk about? Lauren knows me and so she's like, you know, just talk about entrepreneurship and stuff. So we had took several months for me to actually schedule a time that we could do this, but we did. And I was going to speak to these students for an hour and I ended up speaking to them for about three hours. And there was one of the guys there, his name is Jeremy Ellens. And so little did I know until a few days ago. He had actually sent me an email on message on Facebook and he started telling me about how he's been implementing all of these strategies. Listening. I love marketing. And I said, would you mind sending an email to me and my assistant Eunice via email kind of telling me what you got going on. He did. And this is the letter he sent. Just got this two days ago. And it's Joe and Eunice. And Eunice, by the way, is my official assistant of 16 years. Her title is Office angel at Piranha Marketing. So it goes on to say I spoke with you earlier but wanted to give you a little bit more background on myself and what I have been able to do since I began using what I've learned from Joe Polish and I Love Marketing, which is the podcast with me and yours truly, Dean Graziosi. I'm kidding.

You're supposed to say Dean Jackson.

By the way, do you think you're smarter than Dean Graziosi since he's in real estate? Not at all. No. I think. Yeah, I think you're better looking too. Alright, so anyway, it goes on to say I originally met Joe at a small group meeting in his office which was set up through my scholarship program by Laura Burgess. The meeting was scheduled for an hour, but Joe graciously extended our time together for several hours. When I left the meeting, I had found something special. I told Joe that day that I couldn't wait to tell him how I applied the education he gave us. Since that day, I dove into his I Love Marketing series from ilm. I found and dove into so many other useful resources mentioned in the series. I subscribed to the Gary Halbert Letter. I attended I Love Marketing meetups. I read books by the speakers of the I Love Marketing series like Start Something that Matters that was written by Blake Mikowski and Gary Vaynerchuk's the thank youk Economy. My marketing knowledge has grown exponentially since diving into this education. So side note, we do have interviews with Gary Vaynerchuk and Blake Mikowski. If you just do a search for that on I Love Marketing and Blake Mycowski started Tom Shoes. So anyway, all right, back to the letter. I'm a senior at Arizona State and I have co founded two companies. I co founded a web development firm called Yazamo with my partner and I hope that I'm saying his name right. Dorn Ubari Visor or Viser. It's Dorn Ubari Advisor. Since meeting Joe, although we create and educate our clients on how to create exceptional websites with incredible value, we wanted to do more. This is where influences like Blake Mycowski started to come in. Dorn Jabari spent several years growing up in the UN refugee camps in Africa. Donabari and myself are passionate about making a difference through entrepreneurship and we found a perfect fit through Kiva we believe that entrepreneurship drives innovation and solves the greatest problems in the world. This is why we decided to create a business model based around funding a loan through Kiva for every website we build. We have generated over $10,000 in sales since founding Yazamo. With a lot of thanks to the things I've learned through Joe. We have created consumer awareness guides for Yazamo. Jeremy, you're welcome to punch me if you ever see me if I've said.

Any of this wrong.

These have been extremely effective for us us by establishing us as the experts in our field. Every client we have has been extremely impressed by our educational material and have trusted us right from the beginning. We've created mafia offers for our clients by offering 100% money back guarantee on all our work. I can name a number of different things we have applied but to be honest we are just beginning to further explain how valuable I find this marketing and business education from Joe and I love marketing. I want to share one last thing. I was recently accepted into the Global Scholars program A Kauffman sponsored all expenses paid six month trip to study entrepreneurship at MIT and Stanford. In this program you study with the world's leading scholars and thinkers, policy leaders, innovative researchers and business founders. I turned down this opportunity. I had an incredible team put together at Yazamo and I knew how much information I already had in my fingers. I had incredible resources available through Joe and all I have to do is continue to apply it. Thanks again for everything Joe. Jeremy Ellens and his company is Yazamo. And you know the thing that is really cool about this is that it just, you know everyone has access to what it is we are doing here at I love marketing. The difference is when someone actually takes it seriously and they go and they apply it for one. Jeremy, I want to give you a big congratulations on what you've done. This makes me very happy. I know it makes Dean very happy hearing this how people actually take what it is we teach and actually go and do something big in it and yeah, I mean I just. So what are your thoughts on this letter, Dean?

It's fantastic. It all shows that no matter what industry there's so many ways that this all works. We talk about the breakthrough DNA report and how you know the eight profit activators you can apply, you can trigger in your business and this he's basically cracked the web developer code, you know.

Yep, yep. And so basically the eight profit activators are select a single target market is the first one. Number two is compel prospects to call you. Number three is educate and motivate prospects to make meet you. Number four is present your offering. Number five is deliver a world class experience. Number six is provide after sales service. Number seven is nurture lifetime relationships. And number eight is orchestrate referrals. To elaborate on all of these eight profit activators, this is what the entire I Love Marketing series is all about. We go back and forth with different ones, but if you've not read our DNA breakthrough report on the website, go ahead and do that. And if you want to, to fully immerse yourself in all of this, then listen to every episode on ilovemarketing.com and if you want to even go even further, then you can become a platinum member. And just let us know if you're interested in that. If you've never attended the I Love Marketing conference that we recently did and you want the I love marketing DVDs, then go to ilovemarketing.com, click on the button, read about if it's something that, you know, seems to that it'll be the best investment you've ever made in your life. Better than a Porsche. Better than a, you know, a balloon ride. I mean, you can do that too.

You can do that too.

Better than a poodle, you know, dance. I mean, it's. There's so many things that the I Love Marketing program is just superior to in all the choices that we have. All right, Dean, so where do we go from here, man? I'm a little tired, my friend. I'm just going to start babbling here.

I think he's crossed that line into babbling now.

I mean, I started babbling from the beginning of this episode, but still, I.

Think it was pretty cool.

The difference between. Hold on. The difference between genius and stupidity is that genius has limits. There you go.

Perfect. There's no limit.

You didn't want to downplay what, you.

Didn'T want to downplay what the importance of this episode. Because this is one of the things that we've shared here tonight are.

On.

The whole, the most valuable things that we've talked about. I think that this would be an episode that I would encourage people to listen to more than once. Maybe put it on a loop in your car all week. Listen again and again, really download the transcript of this episode and block off some time. Block off some time to do a 50, 20, 50 at least to go through those exercises of really thinking through and calculating what's the value of 100 leads if you generate them in your business and what what is the feeling? And what would you do if your life depended on you getting every piece of business that comes from those 100 people? And that really those two provocations are life changing?

Totally. Yes. Dean was talking in code there where he said do a 50, 20, 50. That's basically a focus Finder exercise based on his focus Finder process. And if you are overwhelmed or you need just a way to kind of process how to put things together, if you are challenged with time and how do you do it, then watch the Focus finder video on ilovemarketing.com just type in Focus Finder in the cool little search button. And for those of you that are continuing to attend and do meetup groups, thank you. We've been having some really awesome meetup groups at our office. We heard one thing that was sort of weird this week where someone went to a meetup group and someone tried to pitch them into a seminar or something. But we don't even know if it was a meetup group or just someone that actually heard about it through meetup. We still haven't gotten to the bottom of that one. But if you're out there doing meetup groups, utilize the curriculum of ilovemarketing.com and for those of you that really want to learn this, one of the best ways to get really good at learning marketing is to involve yourself in discussions with other people about it. There are some great meetup groups all over the world. I love marketing meetup groups. Go to ilovemarketing.com click on the meetup button and you can see some of the meetup groups. Not all of them that are happening throughout the world are listed there. But if you go to meetup.com and type in ilove marketing, you can find if you have one in your area or not and attend them. Because we've got some amazing people all over the world that are actually running I love marketing meetup groups and we would love to have have you start one of your own. We have a whole guide, a PDF that you can read when you click on the meetup section. And we just recently updated it so all the episodes are there. If you want a printout of all the episodes of I love marketing, it's on that guide and there's a whole curriculum on how to run a group and people that really are doing them are just reporting great accelerated ways of learning and applying the marketing here. So we actually think it'll make you money if you run a meetup group much, much quicker. And if you attend them, you know, all the same, it's all good stuff. So thank you, everyone, and please leave your comments on our website. And, you know, have a good day.

That's it. That's it. Until next time.

Good night, dear.