The One About Money - I Love Marketing With Joe Polish And Dean Jackson - Episode #51

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 look at us.

Yeah. Where are we at right now?

Looking at each other.

Yeah.

Right here in the Strategic Coach Studios in, In.

In Toronto.

Yeah. This is a pretty, like, this is a pretty official.

It's pretty nice.

It's a pretty official studio and it's pretty nice.

So what, you know, it was about this time a year ago we started talking about doing the I Love Marketing podcast. It was just an idea, right? Just a dream, a glimmer in your eye. And then I brought it, I made it a reality.

That's it.

And here we are. We've got tens of thousands of people all over the world. We've got meetup groups that have started everywhere. The last couple of episodes for people that have started meetup groups and people that want to was the meetup group in Tempe, Arizona with me, with Mr. Dan Sullivan. I just got done recording a couple of genius network episodes with prior to us doing this. And that's why we're here in Toronto. And it's literally. We created a global brand, for lack of a better word, with I Love Marketing in less than a year. And we have all kinds of people that have just made a lot of money, gotten better clients, learned how to do effective marketing, have started and launched businesses right from the very beginning. Listening to I Love Marketing. I know. I mean, we've made some really great, incredible impact and it's given us an opportunity to insult each other on a regular basis.

It's pretty spectacular, isn't it?

Yeah.

Yeah.

I mean, even out of all the great financial benefits that have come for all our listeners, I think the greatest thing is the fact that I get to express sarcasm towards you on a weekly basis.

It's been perfect. It is that. It's my favorite part, really. It's my favorite. And it just adds something when I get to look at you when you're doing kind of desensitize me when it's over the phone, you could kind of. But I can see the real, the hurtfulness in your eyes when you actually do it live.

Yeah, you can tell I really don't like you. Okay, so what are we going to talk about today? I mean, we did. We did our I Love Marketing conference, which was incredible. The videos are now released. People are literally watching our packaged up version of before, during and after training, along with the eight profit activators, along with a big giant manual of kill.

You know what's the coolest thing about that is I've been watching the videos on my iPhone, which is kind of a cool way that we've got it set up online so that people can see the videos too. You get the DVDs but also get the online access so they can watch on the iPhone. I've been watching it on the iPhone. It's pretty good.

Yeah, yeah, yeah. And we have a lot of listeners that are actually going to be part of our Platinum group now. We have a platinum 2.0 group and that's literally going to be taking place the last Saturday and Sunday, January.

Yep.

Yeah.

You know, let's talk about that for a minute because I really want as many people, the people who are listening right now who this might be the right thing for, to know what we've got and maybe if it's right for them.

Well, you know, I mean, that would require me to have to actually start selling somebody something.

Could you imagine?

I don't know. I don't know if I'm. Well, here's the thing. We've been selling people all along about selling yourself on the value of marketing. And we're going to stay true to our core cause and purpose of I love marketing, which is always giving people strategies and techniques and methodologies and education and hopefully a little bit of fun and humor along the way for free. And we have really accomplished that. And the ratings of our podcast on itunes and everything, you know, prove that the vast majority of people that listen to what we share, you know, find this extremely valuable. And I've had numerous people, we've had numerous comments on ILEV marketing that have said that, yeah, you guys are right. I mean, what you give away for free is better than most of the stuff that we charge money for. So then the question is, well, what are you doing? Are we charging money for if we're going to be doing a high level coaching Mastermind brainstorm group, which is called Platinum 2.0. And what it is is it's something that I've already done for over a decade. I actually started a coaching program back in 1998 when I first did the original one, and that was originally over the phone. And we still have that. Part of Platinum is we actually do special calls for all of our members between an hour to 90 minutes with particular materials and think tools to go deep with and have some planning. Because some people can listen to things passively while they drive, while they work out, while they exercise. When we do our monthly calls, we literally want People writing them down. Unlike I love marketing where you can work out and listen to. I love marketing. You can drive. You know, we're doing the coaching calls. We want you literally on the phone, you know, either in front of a computer or, you know, preferably still writing with a pen and pencil. People have been trained with those technical tools.

Well, and you know, something happens though when you are doing that with a pen and like there's some kind of, some kind of connection between writing with your hand and activating your, your subconscious and your brain and really getting a lot out of doing exercises like that.

Right, right, right. Yeah. And so basically, you know, we do it. We still have those. But it wasn't until about, I don't know, May 2000 when I first started doing the official in person group meetings. And so that's what platinum is. Platinum 2.0 is we're going to have literally four meetings next year and three of them will be two days at a time and another one will be literally at the end of our conference. And so we'll meet four times. And so by meeting in person, the difference is you're not doing things in slices. You're literally immersing yourself every quarter. And this is really great because we're going to have Dan Sullivan actually coming first to the first meeting.

Yeah.

And we're gonna. And it's right after one of my 25k groups, which is the $25,000 per year coaching group I have for the highest level marketers in the world. And both me and you of course will be there. And yeah, could you imagine me having one of my groups and not being there? That would be kind of like. And so we're gonna have some of the 25k members there. And so we're gonna have a couple of really major surprises for people. And so people are going to come there for two days and we're going to literally, you know, set the stage for you to have, you know, to be the best you've ever been. You know, we have a contest called Better your best. So we're giving away my Land Rover LR4 as a prize. Really high tech SUV. And so people have an opportunity to win a vehicle amongst other prizes just simply by implementing what it is that we will teach them. And so the cost, it's not cheap, but it is free. If you use it, it's a multiplier. Yeah. Meaning it is the school that pays you to attend. And unlike any other sort of educational opportunities. But you do need to commit. I mean, this is not like, hey, this is, we're launching a course. Buy our course, you know, and just get it. I mean, no, we want people that you're going to come there and you're going to work and you're going to some thinking and you're gonna, you know, you're going to participate. And if you don't, if you're not one of those people that's willing to participate, if you don't have big enough goals and you're not willing to, you know, it's not the right thing for you. So maybe that, that's sort of a takeaway sell I'm doing right now, I'm not sure. But you know what it is, is it's an in person meeting where we go really deep on all the eight profit activators. Before, during and after you get to meet and brainstorm with other entrepreneurs that are all very much focused and emphasize the value and importance of direct response marketing. You're going to see a lot of different show and tell. You're going to have a lot of abilities to network with other people. And having done this for over a decade, it will simply make you a better entrepreneur. It will accelerate the speed and the impact of which you actually utilize. What it is me and Dean are teaching on. I love marketing. You know, it's kind of like if you think of the sun and the sun produces light and it produces warmth and it produces heat. And if you put a magnifying glass down towards the ground and you get the sun right in there and you focus that beam, you can literally incinerate something. And sometimes that's a good thing, sometimes it's a bad thing. What we want you to do is we want you to really have your marketing to be so focused and so impactful that coming to Platinum is literally like handing you the most powerful business magnifying glass so that you can, you know, identify what it is you want to do. And Dean of course is going to really, you know, he's going to talk about how to focus because you are truly great at the Mary Ellen Tribby analogy. One thing done equals money. Five things undone equals no money. Yeah. And you know, and so we're going to. It's not just about marketing. It's simply about being a more effective, effective entrepreneur. And one of the things that we're going to also do because a lot of people that are in the group are actually not only do they have they started, I love marketing meetup groups, but almost everyone that's in Platinum 2.0 is very interested because we've had discussions with them on the last couple of calls that we've done because we have people that have been in this group since I started it. And so now this is the newest version of Platinum. It's called Platinum 2.0. Because I'm bringing you into this.

Right. And I've been doing.

Yeah.

The last couple of calls since we've did our conference. Joining in with the calls and. Yeah.

And so, you know, basically. Oh, let me mention this and then I'll come back to you. I have to remind me where I was at. But I just want to, I just want to say this, is that, you know, because I've been talking about how long I've been doing coaching. I mean, you've been in the coaching business with by referral only, which you created so much of that marketing curriculum for years. So, I mean, both me and you have spent an enormous amount of time doing coaching. And unlike many quote unquote, experts, gurus, whatever you want to call those folks that sell how to stuff to people, we actually eat our own dog food. We're here at Strategic Coach headquarters because we're obviously great friends with Dan Sullivan and all that. We're here because we're attending Strategic Coach. I mean, we go to coaching programs. So I think people that actually coach other people and have groups, but they themselves don't get any training. It's. To me, it's almost hypocritical.

Right.

You know, it's like you tell, you know, it's like you tell someone to exercise, but you don't exercise. I mean, give me a break. So we are literally, you know, here because we are bettering our best. And there's an added benefit of that. You know, I just did a couple of recordings with Dan Sullivan and we talked about how I just got back from Singularity University last week and I became a Platinum partner in Singularity University. So it's cool. I'll meet yearly with Ray Kurzweil and Peter Diamandis and, you know, then half the people that were there, that part of the faculty all speak at TED and TED Med and some of the most brilliant people. And, you know, we bring all of that stuff. I mean, you're playing golf, you know, recently with Tony Robbins. I mean, you know, we hang out with smart people. And so when people come to our group, they get the added benefit of all of the stuff that me and you are constantly learning and sifting through in order to pull out the best gold nuggets so you can either figure out how to get picks and shovels and go mine gold yourself or you can find someone that's going to show up with bags of gold and just give it to you if you show up to the right place. So in a lot of ways that's what we're offering. So, you know, to your point of what, what, you know, it's an investment and if you are interested in it, then I would, I would encourage you to do that now. So this episode doesn't seem like all we're trying to do is, you know, sell you to come into platinum, which, you know, it's an invitation. You have to fill out an application, make sure that it's a right fit for you. We don't want anyone coming into this thing if we don't really feel that it's going to be, you know, a 10 times multiplier for you. So, I mean, you're going to get an awesome group if you're an awesome person that is in, you know, right fit. If you don't join our group though, I would still encourage you to go to I love marketing meetup groups, you know, join Strategic Coach if, you know, if you're not going to join ours. I mean, there's great stuff out there and we've been through most of it. We know what is fantastic and what isn't. And from a marketing coaching group, I truly think it'll be one of the best ever.

And that's the thing. I mean, we've really, it's, we've spent this whole year kind of really giving great ideas to people. We've had great discussions, you and I, this, we've set up this whole framework for everybody and we kind of revealed this as, you know, we've talked about it as our consulting blueprint. This is the same blueprint that we use if people are coming to spend the day with us or to spend time the whole year. If this has made sense, the idea of before, during and after, if you can see how that applies to your business and you can see how the 8 profit activators could make a difference in your business even just with what we've been talking about on the podcast, then, you know, combining that along with the, you know, there's a term that you use, I think you used this term or I've heard it before, but forced consumption, where you're one of our other friends used that word, but you're coming into that word, coming into, coming into a place where you've blocked off on your calendar two days to do nothing but focus on your business and be in the presence of other people who are doing the same thing. And to be with you and to be with me and to be there with the intention of building your action plan for the next 60 days or 90 days before we get together again and just kind of charting the course and looking at it. I mean, you and I have both seen tremendous breakthroughs that people can have in a very short period of time by just dialing in one or two key elements of those profit activators and applying them in their business and can have a breakthrough in a very, very short period of time.

As a matter of fact, I have gotten myself to the point where if breakthroughs are not happening on a pretty frequent basis, and when I say breakthroughs, I don't mean like they need to be world shattering, turn everything upside down sort of breakthroughs, but really, you know, not just, I mean talking exponential sort of impact, exponential sort of growth. I want that happening on a regular basis. And that's why I immerse myself in certain things. Now. You don't have to do it all the time. I mean, this isn't a giant commitment. I mean, you know, talking eight, eight days of your life minimum in terms of focusing. But you know what, you're going to spend those eight days anyway. As a matter of fact, I think it will save people time. People are like, I don't have the time, I'm busy. There's so much to do. The question always becomes, well, are you rich? Is your business really kicking ass and taking names? Well, no, it's not. So the question is, what are you so busy doing that you can't do the things that are going to get you there and are you doing them? And if people are really honest with themselves, no. So the best way to predict future performance is to look at past performance. And if you've done this all on your own and you're going to go the next year, you know, that's why I even say, even if it's not our thing, my advice here is to immerse yourself into an environment that's going to give you the highest likelihood of, to use your term, forced consumption. So you actually can get focused and you can really challenge yourself to have a breakthrough. And you know, the invitation is not just to say, come to our group. We have it set up, it's done. If you resonate with this and you believe before, during and after these three units actually do exist in your business, even if you believe it or not, they still do if you buy into that and that these eight profit activators that we have gone through the last year actually describing and teaching, if you really believe that those are valuable and you were to devote time to come to an environment where you're going to be around like minded, excitable individuals. On a podcast that I did with Dan for Genius Network, you know, we were talking and one of the things that I said is that there's people that are fountains and there's people that are drains and you can hang out with drains that will suck all the enthusiasm out of you, or you can hang out with people that are fountains. And I will tell you, the Platinum 2.0 group will be a giant fountain for you that is going to give you knowledge, capability, clarity, strategy. You're going to have plans. You're not just going to go and listen to people because you know, it's very interactive. And you will be coming there and you will be planning and you will walk out of there with. You use Dan Sullivan terminology, direction, confidence, capability and clarity. And with, you know, how much is that actually worth? You know, if you could spend every quarter, a couple of days in the best sort of marketing, focused, thinking environment, what would that actually do for your business? You know what it'll do, It'll probably increase it a lot, and in some cases it could double or triple it. And in some cases, if your business is struggling and it's not working, it could save it. And I have seen this. There are countless letters that I've gotten from people saying I wouldn't even be in business today, I'd have a job, I'd be broke, I would have lost everything had it not been for this. And so now with you added to this mix, it's just become better and better and better. And I truly think this is just such.

Wait a minute. That doesn't sound like sarcasm. I know, I'm not used to that.

Do you want me to throw in some socks?

No, that's fine.

Why are you wearing a red shirt today? You're always wearing. I mean. No, I'm kidding. Deed is wearing his same black outfit with his. Are you wearing shorts?

I know, I got pants.

Okay, we're looking at a table. I can't see.

I got pants.

Yeah, this shows you I'm a reception.

How much you pay attention to me.

Do I really care? Like when you walk in here and you gave me a big hug and so. Yeah. All right. So.

Yeah, let's talk about money.

Okay.

Just in terms of the way people think about Money. Because I think we can talk about Platinum 2.0 and let's finish that up actually and say what should people do if they want to get more information about that?

Well, you definitely need to give us your name and email. If you're listening to this on itunes or you're just, you know, subscriber, you heard it online, you know, go to our website@ilovemarketing.com give us your name and email and you know, we'll send you, you'll be on our list. But if you, if you want to get specific information about Platinum, then what I want you to do is send an email to supportopolish.com and say, and put interested in Platinum 2.0 and a little message that says I heard Joe and Dean talk about Platinum 2.0 and I'm interested in finding out more about it. And you can email there if we.

Don'T have your email.

And then I will make sure that my team sends you an application and detailed information about it. And if you'd prefer calling and asking about it, then just call my office at 480-858-0008 and say you want to find out more information about Platinum 2.0. But we're going to send you emails and stuff because we're not going to spend an hour on the trying to describe it when we've got all of this laid out and something that we can easily send to you. And then you can at your own luxury, decide if this is something that you resonate with and mark the dates. It's the last Saturday and Sunday of January.

I think it's a 2829.

Yeah, I'll find it out here in a minute. I'm going to take a peek at my phone here. Yeah. 28th and 29th of January. It'll be in Tempe, Arizona and right next to the Piranha Marketing headquarters. And you'll also be able to come in over to my office and see how we run a multimillion dollar business doing effective direct response marketing. I think the visit to my office alone, it's exciting. Oh yeah, it's cool. I've got a cool building, a lot of wacky artwork. I've got one of the best swipe files and libraries. And you can kind of see how this dead broke ex drug addict guy built a business that provides tremendous value. And not only do we make money, but we do a lot of good stuff in the world. Raise a lot of money for foundations. Yeah. Have a lot of fun. Make fun of People.

So let's talk about money then. Because I was thinking about all the things that we've talked about and we haven't really talked philosophically about money. And I think that that's really, that'd be a great topic because I know we maybe think about money a little differently than most people.

Yeah. You know, and I will, I mean, of course I will give you the caveat that by no means would I consider myself this dramatically wealthy individual people that make a heck of a lot more money than I do. And you know, I mean, heck, I even took Brendon Bouchard to the Gates foundation thing here recently. Another friend of mine, Mike Klein, and then Eunice Miller, who's my assistant of 16 years. And you know, we're there with Bill Gates and Melinda Gates and you know Brendan, I've met Bill before. So we went up to Bill, you know, I wanted Brendan to spend some time talking to him because Brendan's a really sharp dude. And you know, I mean, and this is one of the richest men in the world. I mean, now I don't, you know, Bill has real money. Like, you know, he has a lot of money. I mean, and so most people that are listening to this, that's not what they're ever going to do. There's just a handful of people like that in the world. Now when it comes to money though, I think me and you would probably fall in the top 1% of income earners. Right. And basically what I believe about money is that there's an abundance of it, there's not a lack of it. And I don't operate with a scarcity mindset. And a poverty mindset is a sales killer. It is something that will thwart and disable all of your efforts to actually make money. And call it whatever you want to call it, the way that I look at it is kind of like deservance issues. I mean, if you really don't believe you're worthy or capable of making money, it becomes a self fulfilling, I mean, just like the Henry Ford line, you know, if you believe you can or you believe you can't, you're right.

You're right.

You know, and part of it, it wasn't until I learned marketing that I actually truly believed that I was capable of making money. Now, you know, I think I heard Deepak Chopra years ago like in a speech say, you know, a belief means you're just not sure. Which is kind of funny. I believe this. Well, do you really or you're just not 100% sure? Right. So I got to the point, though, where I actually believed that I could make money. Do I still have self doubts that creep up into me? Yeah. Do I still, you know, go back to my childhood, which, you know, I wasn't incredibly poor, but we were. We were definitely. I mean, I don't even know if we were lower middle class. I mean, you know, I lived in trailers, you know, half my life. Growing up, I didn't have a lot of money, saw my father struggle tremendously, you know, trying to build his locksmith business, you know, and my mother died when I was young, so my father had to support, you know, me and my brother and, you know, so I was never around anything that really instilled sort of wealth, habits or making. I mean, all that came as an adult later in life, and it came through reading other books and inspiring myself externally, not internally, until I can get to the point in myself where I believed I could do it. And even though I was reading Thinking Grow Rich and even though the Power of Positive Thinking by Norman Vincent Peerle, I was reading all of those types of books before I ever made any money because I was trying to like, how do I make more money? I'll tell you though, Dean, it wasn't until I actually learned how to write a sales letter, how I learned how to put a marketing message out there and people responded to it, to what I actually not only believed, but saw. Yeah, I actually know how to get money from people. And when I say get money, it wasn't about, like taking it from people. It was about simply making an offer that they wanted something and they would give me money. And it's like, that's a getting money methodology. In all of the stuff we talk about at I Love Marketing is really about getting money. You know, the bait is here, the fishing poles are here, the techniques are here. The question is, are you going to fish? The question is, do you believe you can do it? So, you know, there's a lot I have to say about this, but. But I could, as, you know, talk endlessly. So let's. What are you. What are your thoughts on money? What does money mean? What are your philosophies on it? Why do people make it? Why do some people not make it? I want to hear what you have to think about all that sort of stuff.

Well, so here's the thing. I mean, you and I have talked, we talk privately a lot about money over the years.

We've talked about the other stuff.

Talk. And you know, you're saying you feel like there's an abundance of money. I feel exactly like that. You know, one of my favorite things, things to say is, you know, it's only money and they're printing more every day. It's, it's everywhere. You could, you, you know, spend as much as you want, they'll make more. They're not going to run out of it. So. And there's nobody limiting the amount that you can have. Nobody. You're, you're the only, the only limitation to the amount of money that you can make is your own desire to make the amount of money in your own mental ability to give yourself permission to make that amount of money.

Do you really believe that, though? No, no, I'm not sure. I'm playing devil's advocate here. People like, well, no, you don't understand my situation. And you know what? And you may be right if you believe it, but you may not. And so part of it is, I'd like even people that say, you don't know. I mean, you know, I'm a single mom. I have to take care of four children. Right. You know, I mean, you know, there's, and there are real life circumstances, circumstances that make things very difficult. So, so, you know, this is not some Pollyanna like life is sweet and pretty forever. We know that. However, let me, let me say this as you continue on this path, because I do want you to continue down this path. I just want to try to obliterate any objections that exist just for the sake of the remainder of this episode. Try to suspend any doubt that you can't accomplish or at least do better.

Because even, or at least question it.

Yeah.

And that's, I'll tell you something that I've done. Like, this is very interesting for me to talk about this because, you know, recently I found. Well, I'll tell this story before I tell that story, that one of the things that I experienced almost a year ago now, I was doing a little series of year end planning calls with some, some of our clients who were real estate agents. And you know, I was kind of talking about this idea, this is actually a couple of years ago now, talking about this idea of I was going to kind of have a little small group and kind of work through some things with them to help them have their best year to start really thinking about that. And it was interesting to me that one of the questions that I asked them is, you know, if you could envision, if you could take off the, the filter that looks at the logistics of what it would take to do something and Just answer the question of how much money would you like to make? What would you be your aspiration? And it was very interesting because these are guys that were making, let's say, between 150,000 and $300,000 in their. In their business at that point. And it was very interesting to me that the numbers that they were coming up with were like, you know, bumping up to 350,000 or bumping up to 600,000. And it was kind of interesting that without any sort of filtering, and I made the real conscious effort to ask the question, not in a way like not saying, what do you realistically think you could make next year? Or what do you think would be possible for you next year? I was just asked the question of how much money would you like to make if you could make any amount of money? And it was very surprising to me, the limitations that people put on themselves of really filtering through. Well, they start thinking about reasons why this would be the amount. So after going through that exercise, I kind of did that for myself, you know, and kind of went through the exercise of thinking because I've always. I've not been driven by money, but driven by lifestyle and the lifestyle that money buys, because for me, money buys freedom from all kinds of things. And, you know, we've talked a lot about my I know I'm being successful when list. And my top thing is that I know I'm being successful when I can wake up every day and ask, what would I like to do today? And so I started examining that. I started looking at myself, and I started thinking back over the timeline we've talked about. When you first start out, that $100,000 seems like that's a lot of money. That's most people's first aspiration. And then you start thinking about half a million dol. Dollars and then a million dollars. And, you know, so I'd gotten to that point where we've made more than a million dollars and been sort of, you know, I want to say plateaued there, but I'll say, you know, organizationally structured there to be at that. At that level and to repeatedly, repeatedly be able to do that. And so I started thinking to myself, what would it be? So when I. If I thought about $10 million, what would it be like to make $10 million? And so I start, you know, honestly, what came up for me were limiting beliefs about. About what it would mean to. To make $10 million a year. And so I started thinking about that, and I kind of, you know, I journal a lot. And so I had the, you know, pages in my journal where I was writing about what were the, the limiting beliefs that I would have about, about making $10 million. So as things came up to me, like, well, I'd have to work harder, right, than I work right now. I'd have to. I'd have to work harder to make $10 million, and I'd have to build a big organization to make $10 million. Because I'm, you know, we run a lean team. There' a pretty low stress operation that I run that, you know, I'd have to. I'd have to take a lot more risk to make $10 million. And, you know, I'm just sharing with you guys the things, the stuff that came up for me what that, what that meant. And then after I got all of those limiting beliefs out there, all. And I'm calling them limiting beliefs because they were the reasons that I could see that $10 million would be what I would have to do to make $10 million a year. And so I started going through. And then I asked myself the question, is that true? Is it absolutely true? Is there any example of somebody who makes that amount of money without having to overcome that particular limiting belief? So I look at the, you know, would I have to build a big organization, I have to build a big team? And I started thinking about, you know, what my unique ability or the thing that I do better than anything is. I think and I organize thoughts into. A structure or organize thoughts into a context and can share those things. And writing is probably one of the, the things that, the outlets for that or talking or do, you know, doing programs like this or tele classes or live events or whatever. And management is not one of my unique abilities. I'm not good at finding people and hiring people and managing people and doing all those things.

That's why you got me doing it all for you lazy bastard.

Exactly, because you're so good at it. And then I started thinking like, okay, so I started thinking like, essentially there are a lot of people who make $10 million who don't have big organizations, who don't have, you know, big. Don't have to work harder than I'm working that, you know, I started thinking about different writers. Like, you know, it just so happened at the same time I was in Barnes and Noble and I saw this boxed set of J.K. rowling's Harry Potter books and, you know, all seven books in one box. And it struck me because I just read an article about her that she had just Become, you know, the UK's first billion dollar woman, first woman ever to be a billionaire in Great Britain. And I thought to myself, you know, there's a lady who has turned ideas in her brain through her hand onto pieces of paper, handwriting her books and turning into a billion dollars. And I bought these books, haven't opened any of them, just bought the books as an inspiration, as a reminder that there's a woman who has basically turned her ideas in her head into a billion dollars. And when you look at it, when you look at that box, that's what a billion dollars looks like. It's crazy what all the, all the stuff that has organizationally come on around that, that she's not, you know, she's, other people have taken her, her ideas there and built them into this multi billion dollar outlet. And so it was kind of an interesting breakthrough exercise for me to kind of go through that, you know, just to start thinking about that. For every limiting belief that I have about money, and I'm sure it's true for everybody, there is an, there's a, there's a direct example of somebody who has overcome that particular thing that there's, it hasn't been a limitation for them.

Well, yes, and you know, it is about breaking through something because unless you're born rich, and most people that I know are wealthy were not right, they were quote unquote, self made and many of them went through incredible adversity. So you know, progress, I wouldn't say 100% of the time, but usually progress is a continued effort to swim against stream. And the stream that you're swimming against, first and foremost is the one that exists in your head. It's all of the things that are saying you can't, you can't do it. Some people have tsunamis of self doubt, other people have, you know, rivers of self doubt. Other people, it's like, you know, they have some self doubt. And so, you know, it's different for different people. What I will say though is it is possible. And one of the best ways to progress is to put yourself into situations and circumstances. When you're going to be around fountains and not drains, where you're going to be inspired and you're going to be encouraged, not discouraged. And if you're discouraging to yourself, if your life circumstances are discouraging to yourself, there are always ways that you could improve it. And some people's goals are not to be super rich or super wealthy. Some people just, they just don't want to have to struggle financially they don't have to. They don't want to have to sweat payroll and worry and quit clinking with your watching about guy because we're in a nice studio and that makes a bit of noise so people listening in case it's Dean's fault.

Sorry. No, no.

I just want to. I just. You know, the one thing I want to mention is if. If just as an aside from this is, we've gone through I love marketing all of this time, and who is the one that is the hurtful person here? I never hear you say anything bad about anyone, and I'm damn sick of it. I need you to start. You know what? It's so funny because, I mean, you're always such a nice, pleasant person, and I just need you to stop it.

Do you know what's so funny is it's so. I'm glad you noticed. Yeah, I do. I make a conscious effort to build people up.

I don't make any conscious efforts. I know. You really don't.

Even though you keep. Keep. You keep trying to be so hurtful to me. Every time I talk to you on the phone or every time I call you, it's always. It's always something nice.

Yeah, well, no, you know, look, I mean, I'm probably more of a jerk than you are in some areas, but I would. I would like to think I'm a nice guy.

You really.

I would like to think I'm helpful and generous.

Well, you know what? And I've always said, because this is the. When I described the pod, people always comment about what great chemistry we have. And I always say to people, you know, it's because we have the perfect balance of respect and disrespect for each other. And I think that's absolutely true. We know each other well enough that we know that there's. Yeah, I know. That's your way of saying you love me.

Pretty much, yes. And I'm going to try to shy away from that because that's a little uncomfortable intimacy here. But. No, but here's the thing, though. Along those lines, this is kind of my way of. Of looking. It's like a Kekich credo. My. My buddy Dave Kekich, who's been in the wheelchair for over 30 years. I always mention in the wheelchair because he's a guy, in spite of his ability to not walk, not run, not do a lot, you can't have sex. I mean, he's paralyzed from the chest. I mean, he's still an incredible human being who has, you know, he's in his mid-60s.

He believes in life and in great shape.

Yeah.

And.

And he just, you know, he has this credo where it's like, life is seldom as bleak as it seems when it's going bad or seldom as great as it seems when it's going good. Lighten up. You'll live longer.

Right.

And so part of that is just kind of bringing a fun attitude towards things. I mean. Yeah, you know, I mean, you know, part of my busting on people and doing stuff is, you know, more than anything, I find it funny. So, you know, I want people to laugh and all that. That. And it's funny because Dean, right here, for those of you that are listening, he's holding up. He's getting a phone call. His iPhone is on silent, and it's Telman, Telman Knutson calling him. We should just answer that live on. You know, that would be. Oh, it's too late.

Too late.

Yeah, put it on speaker. That would be really funny. It's Tellman. But yeah, I mean, part of it is to. Is to add some humor to it. And I'll tell you, when I was struggling the most, going through the most miserable stages of my life, it was humor. That was my currency, because there's lots of different currency. There's lots of different capital, there's physical capital, there's financial capital, there's mental capital. And I think that since we're talking about money, I think the ways that you actually get to the money is you set your life up so it's as elf as humanly possible because it becomes more lucrative when things become easier. I didn't have any confidence to make money when I was broke because I didn't understand how to go and get it. And the thing that helped me learn how to go and get it was marketing. And once I learned marketing, I developed like, wow. Oh, I really can weave together words and make an offer. And even if someone doesn't own a business, there's plenty of really great struggling businesses out there that don't know how to get customers. And salespeople are the highest paid people on the planet. Look at Steve Jobs. He was a salesperson. Look at Bill Gates. Look at Martin Luther King. Look at all of the people that have had impact. The one commonality, sales and marketing. I can point out a million experts with PhDs and tons of education that the world has never heard about that have really great ideas, but they lack one thing. They don't know how to get people interested. They won't go out and develop the skills to carry their message to people that can actually give them money. And money is the exchange that people use in a capitalistic society to get stuff. And if you want people to get your stuff, you need to make your stuff really appealing. And you need to fish with bait that the fish want to bite on. And if you, you know, only the hungriest fish will snap to the crappiest bait. And if you think you have really crappy bait, well, then you can use really good marketing sometimes to sell that. But that's not a good deal. I mean, you want to have really great bait and you want to fish for really great fish and you want to put the two together and you get rewarded very well if you do that. And you know, like, if I had to start this all over again and I didn't even have a business, but I had the marketing, know how? I mean, you and me, you know, we have spent enough time learning and developing the skills of direct marketing that if our business is shut down, you know, today, as an example, we couldn't sell the stuff that we sell today. Me and you, you know, assuming we're not brain damaged, you know, we still have the ability to think we could go out and we can tell people if you did this, this, this and this, you'll sell more. I mean, we do, we do it every episode on. I love marketing. Right? To a certain degree, except when I'm goofing around the whole time. But you know, I mean, in to take these methodologies, you know, someone took our DNA brain breakthrough report, which is for free on ilovemarketing.com it just went through there. Those are methodologies. And if you get really skilled at those methodologies, you can go out and consult with businesses and say, hey, you know, will you give me a dollar for every dollar ten I help you bring in? Will you give me a dime for every dollar that you wouldn't, aren't going to make otherwise if I teach you how to do this and you know, we could go out and we could talk to all kinds of businesses and you know, take a piece of the action. There's a million. The money is out there. It's the customer, customers, the clients are out there. It's just the mechanism that is going to get it. That mechanism from, you know, our standpoint is marketing. And you know, everyone kind of has, I wouldn't say everyone, but I think most people have, you know, kind of the hammer that they, they solve all their problems with. Our hammer happens to be marketing. Yeah, I And I believe it's a good hammer. It's a great hammer.

It's a good hammer.

You know, if you give me like, I want to be the organizer hammer, or I want to be the management hammer, or I want to be the technology hammer, I want to be the marketing hammer. I'm going to take the marketing hammer.

Absolutely.

I mean, you give me that hammer, I can put in a lot of nails.

Yeah.

And so part. And if you want to be a skilled person with a hammer, join our platinum group. Come to our meeting in January. If you really don't have the skill to get there. And one of the things, like, you know, people will beg, borrow and steal to get the things that they want. And that's unfortunate because once you have the real ability to communicate effectively and get people, you don't have to beg, you don't have to borrow, you don't have to steal. You just go out and create value in the world and people reward you for it. I mean, they just will. And if you're one of the people that are listening, you just have life circumstances. You don't believe that's possible, you know, if you're able to. And this isn't a marketing technique, but I'll tell you, if you're ever feeling bad and that you're not feeling inspired, you know, go and volunteer at, you know, at a hospital, go to an AIDS clinic, go to a nursing home, you know, go to a burn clinic, go to a pet shelter. I mean, do anything that will more give you a perspective shift so that you realize, you know, I think the thing that really makes people feel good is the ability to contribute to other people. Right. You know, just literally going out and I mean, if that's, that's a food shelter, I mean, anything that will give you some sort of contribution is a great way to see, like, wow, contributing makes me feel good. Honestly, this is crazy as this sounds, one of the reasons I really like marketing is because, for one, I contribute to lots of people. I mean, both me and you have contributed and do so on a monthly basis to the lives of thousands of people, most of which which don't really give us any money or just a little bit of money, right? But the mere act of doing that is really, it feels good. And when we feel good, the stuff we do do that makes us lots of money, we actually perform that better. I mean, it's counterintuitive. I don't know if I'm explaining that.

No, I get it.

But it's like if you just Go out there and be a bigger contributor to the world. The world will give you more. I mean, it is the life gives to the giver and takes from the taker thing. And you could do it being a goofball. You could do it without having a tremendous amount of.

I mean, look at you.

I'm talking about.

How did you like that? That was a little sarcasm for you. Merry Christmas. You could improve it more than that.

I mean, you could get. I mean, seriously, you'd be a little more hurtful than that. But. No, but that's the whole point. I mean, it's just. It's there, it's right in front of everybody. And I'll tell you, I was blind to it for the longest time. I had to get myself into such a crappy situation, totally in debt, living off credit cards. I mean, you know, we talked about how we both got into marketing in the first episode. So if this is the first time you're listening, I love marketing. You know, you can listen to the original, you know, the beginning ones where we tell our story. But, you know, I was a dead broke carpet cleaner living off of credit cards. I didn't want to work for anyone because I already had a bunch of jobs in my life that sucked and I hated those jobs. And I was trying to like, you know, live the quote, unquote, you know, American dream, whatever. And yeah, I wasn't doing it. I was not successful with it. It wasn't. I actually immersed myself in direct response marketing and said, wow, I actually do have powers that I never knew that I had. And one of my first initial things, Dean, as crazy as it sounds, when I first created the free recorded message on how to hire a carpet cleaner and it was working really well, I was initially afraid of advertising it too much because I thought my competitors would see it, other people would. They would realize what a great idea it was and they would knock it off and use it against me because they do a better job of building that. I used to actually believe in that ridiculous notion that if you got a great idea, hold it to yourself, don't share it with anyone. And now I'm like, I tell the greatest ideas and the greatest strategies in the world that I know will make people tons of money and most people still won't do it.

That's the thing. It's like I've learned that too, because I would always couldn't understand why people would not do something that we've talked about or that I would share with them. But you just realize it's like, man, people just, I don't know what it is.

I mean it's like a virus of self doubt. Think about this, like how many people even to this day will come up and say, hey, I've got a marketing problem. What do I do? And I mean, you know what the real answer is? Like listen to I love marketing. Get our I Love marketing program on dvd. Come to our conference, join our coaching program. If you really want to know what to do, that's what you do. Well, no, no, no, but tell me what to do. I just told you what to do.

When you think about that, what's the maximum amount of money that somebody could, could give us? They could, they could give by the, the home study, the DVDs. That would be 997.

Yeah. Thousand bucks.

They could come. They would be part of Platinum.

Yep. For a thousand bucks a month.

Thousand dollars a month. So 12,000, 13,000. And they could come to next year's conference. So they could maybe spend 14 or $15,000 with us. That's the maximum, right?

Yeah.

And so you look at that and you know, when you, it's kind of interesting how that mindset, when you start looking at, you know what, what could that turn into right over the course of the year. Because a lot of times people look at, well, you know that expense and that's how I use that word. Because that's something that people look at their marketing. They look at the money that they're spending on advertising or direct mail or website or anything like that and look at it as an expense and look at their current budget, look at the money and kind of make the decisions based on their current reality sort of thing without looking forward at what could be a multiple of that.

Well, and people will be more apt to spend money on things that don't have any sort of return, like the ones that could. And they won't even think twice about it.

Well, you know, you talked about how it can be free. Any kind of education stuff can be free if you use it. And I have that same conversation with people about our, about our getting listings program for realtors where they'll, you know, it's a whole postcard program, it's a one year thing that they do to get listings in an area. And you look at the whole amount of money that it costs to do the program for a year. If they're mailing to a thousand homes kind of thing, they might spend $3,500 or $4,000 on postcards and mailings throughout the whole Year now, if one listing is typically 5 or $7,000, but they, you know, I had this conversation with, with one of our clients who happens to be the guy who spends the most amount of money on, on the, on sending out postcards. Because we had a conversation and we realized that, you know, you only have to put up the, the initial money to, to mail for the first few months. And when you get that first listing, it's now self funding, it's self perpetuating, you know, and so you look at it like little, little profit centers or oil wells, you know, I called it. And so you look at the, you know, if somebody just reframing this mindset, somebody thinking about a $12,000 coaching and mastermind program may sound like a lot of money, but if you look at it that it's going to be, you know, three or $4,000 in the first three or four months and coming to two meetings by then and two, you know, having the whole implementing stuff that it's crazy to think that it's not multiplying itself by the second meeting. Well, just that mindset and thinking about that's really how you have that unlimited marketing budget. I was fascinated when Gary Halbert, you saw us talk about that, you know, about snowballing things about, you know, mailing a thousand letters and then getting orders and taking the profits and mailing 2,000 letters and mailing 10,000 and getting up to where you can mail 100,000 letters a week.

Yeah, there was always some great wisdom with Gary. And he's who both of us learned marketing from originally in the beginning. And he, I used to spend a lot of time with Gary. After I became friends with him, he'd come out and freaking stay at my house. I mean, I've got some crazy Gary Halbert stories. And he said that most people that if you said to them, there's a location you need to go to and there will be $1,000 waiting for you, you need to be there by 8 in the morning, and you need to do it every day. And if you just get there by 8 in the morning, you can pick up your thousand bucks and you're done with the day. He would make the analogy that's like if you just have a really great sales letter and send it out, it's the equivalent of like, once you get it, once you get it down, you might have to work your butt off in the beginning to get the right offer, get the right response. But he goes, you have this technique, you have this method. He goes, it's like giving someone like a thousand bucks where they can just go and get it every day. And he goes, you know what will happen? He goes every day for like a week. They're going to get there and then maybe might do it for two weeks, but then they got the money. Money.

Yeah.

And so they think they got it down and then one day you'll call them and they're like, well, did you get the money? It's like, no, I had a flat tire today. I couldn't, couldn't make it and be like, well, why didn't you call a cab? It costs less than a thousand bucks. And he's like, people will spend their time stepping over gold coins so that they can pick up the bronze and silver. And the whole thing is like, when it comes to making money, are you gonna have to take risks? Yeah, you know, it does take some cojones and if you're, if you're a woman, you know, but, but it does. I mean, and frankly a lot of people don't have it. They're so risk adverse, they so live in fear that in most of it is self made. It's artificial fear. You know, it's like, what the hell? Like the bullshit excuses that people come up with why they can't get ahead in life, you know, it's like, I'm too busy. Yeah, I mean, I'm too busy. Doing what? Being broke?

Well, that's why when you say dumbass.

Friends that are, I mean, is things working for you or not? When I say that, it's not like I want to insult people because they're not buying stuff for me. Part of it is, I want to say, like, wake the hell up. You know, I mean, if you want your life to be better, do the things that you need to do in order to make your life better. If you don't have a particular skill, go and get the skill. I mean, we live in this amazing world. We have technology available at our fingertips. You know, I just interviewed Peter Diamandis for his new book Abundance. Abundance that's coming out, which everyone needs to pre order on Amazon. Abundance by Peter Diamandis, the founder of the X Prize. And basically it's like people in Africa right now with phones have more technology available to them than the President of the United States had 10 or 15 years ago. I mean, literally in their hands, the access to stuff. I mean there is abundance everywhere, but you literally got to get it. We're going to wrap this up here in a minute. One of my clients, Bob Runyon, actually sent this to me a while back when he bought my carpet cleaning course. And he's like, this is a real letter he wrote. And I have this in front of me because I pulled this out.

I can certify that indeed that is a real letter Joe is holding in his hands right now.

I had it and that's what I was making. Some people might have heard that shuffling of paper noise earlier, but I was trying to find this and it says, Joe, I'm writing to let you know how big of an idiot I am. I was telling a friend of mine that is also in the carpet cleaning business about one of your strategies that involves giving out free rooms of carpet cleaning to past customers I've not heard from for a year or more. He told me I'm a total blooming idiot for giving away free rooms of carpet cleaning. I'm really glad he set me straight. Not I sent out 380 of the three letter secret that you gave me in my membership making the special offer. Here's the rundown. 380 times 3 letters, envelopes, 1140 letters, 9310 postage $364 and change labor, $324 for a total of $793. Well, here's the real bad news. I brought in $7,258.29 in profits off that letter. Boy, do I feel like a complete idiot. You should have seen me the biggest laughing all the way to the biggest bank idiot. I love it, I love it, I love it. Just think, this is only one of the 105 strategies. Joe, thank you for everything. You got me interested in my business again. It's really great helping my clients. Okay. And the point is, Dan Sullivan says you can't have excitement without fear and you can't have fear without excitement. And you know what? If you're excited about something, there's probably some hesitancy. If you see an attractive person you want to go out with and you want to go out and ask them out, you know what you're going to have. You're excited, but you also have fear. And if you don't go and make, at least make the request. If you don't go out and do it, you know, is it, is it scary to say yeah, we're going to sign up for a thousand dollar a month program or we're going to come to a conference or we're going to invest in. But you know what, like our DVDs as an example. I don't even know why anyone wouldn't take us up on that offer. It comes with a guarantee. If you don't like it, send it back. You know, listen to the whole thing, watch it and rip us off if you're a scoundrel. But for the most part, you know, I mean, it's like there's, what's the risk other than like, I'm afraid to be successful, I'm afraid to break out of my comfort zone sort of thing, because that is the, that is the number one thing. And so, look, I can go on and on about this, but I know we need to wrap up and I want you to actually send our I Love Marketing listeners off for the new year. I personally want to thank everyone that has been with us from the very beginning that is an avid I Love Marketing listener. Next year we're going to continue to deliver really awesome stuff. I'm now a platinum partner in Singularity University, so I'm even going to be bringing sounds. Very interesting.

Sounds fancy.

Oh, no. But, but it's, it's very interesting because I'm gonna, you know, I'm learning all kinds of cool stuff about nanotechnology and artificial intelligence and all kinds of crazy networks and the most wild stuff, stuff I've ever been introduced to. And, you know, and so we're going to bring some incredible capabilities, skills, technologies, and sarcastic conversations to everyone in the future. And so, Dean, what is the final sending people off into the new year with, you know, the Dean Jackson, you know, money fairy.

The money fairy, yeah.

What do you have to say?

Well, first of all, it's been an incredible year. I mean, it's been. I can't believe how fast it's flown by. When you look at what we've done, we've got now 50 episodes. We've spent 50 hours, you and I, either right in front of each other or on the phone and another three, four days in a row on stage talking about our favorite thing, marketing. I'm as energized going into next year as I was when we first started. I mean, you know, we've got 50 hours and there's. We haven't yet to run out of stuff to talk about, you know, so I'm really excited about that. And to see, you know, I look at the, I look at the numbers, the thousands and thousands of people, tens of thousands of people listening every week to I Love Marketing. And we started with, with one idea and putting it up on itunes. And here it's grown into this movement with people all over the world starting meetup groups and I just feel like this is laying the foundation and next year is just going to be an incredible year for everybody because I'm excited about moving forward and continuing the conversation, because that's really what it is.

Yeah, absolutely. So thank you, and thank you to our listeners and thank you to all our meetup group people. And go to a meetup group more than anything and just give us your feedback and have a wonderful, safe, happy holiday. And Dean Jackson is the man.

Happy New Year.