The One About The Comments - I Love Marketing With Joe Polish And Dean Jackson - Episode #9

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.

Welcome to I Love Marketing. Yeah, that's right.

I'm very excited.

Yeah, this is good. Okay, so we are here and we want to let everyone know that as we do the I Love Marketing podcast, you can actually download and get the complete transcripts word for word of all of our I Love marketing calls@ilovemarketing.com the Companion Site for those of you that are only finding us on itunes, you can also go to ilovemarketing.com and find videos and you can make comments and all kinds of stuff like that. Dean, what are we up to today?

Perfect. And you said it right there. Comments. People are making comments. And I thought it would be a great idea for us to go through the comments and talk all about the things that people want some help with, some of the examples that people. Some of the questions that people are asking. So we'll call it something from the comments.

And I will tell you because a lot of people think there's no truth in advertising. So I'm going to be very truthful with everyone right now. Literally, we're just going to look at the comments. We have nothing prepared of. Like, this is the ones we're going to respond to. We're going to go through the list of some of the most recent ones and. And we're just going to talk about it and we're going to go for as much time as we got available with all of you today and we'll talk about it. So, yeah, that's what we're going to do.

That's good. The comments are ramping up. We're seeing a lot more comments on each of the episodes. And since we asked people for what they want some help with, I think it'd be good to go in and actually give them some help. So just so people know, here's what's happening. We are, right now we're logged into the control panel of our ilovemarketing.com blog and we're in the comments and we've got them sorted so that the most recent comment is right at the top. And we're just going to look and comment on the comments as we go here.

Yes. So there's been quite a few and we're going to kind of pick and choose. And since Dean is in another location now, there's been a couple of comments. Comments about, like, why don't you guys go into a recording studio and Me and Dean would love nothing more to go into a recording studio. However, he's in Florida most of the time and I'm in Arizona most of the time. So we can't really do that. So we are doing this over a telephone and we provide the best sound quality we can currently. And we'll always work on talking loud. And, you know, Dean is sort of a gentle giant, so, you know, he has soft spoken and everything, but I try to prod him a little bit. There's one comment here from Chuck and he's actually, this is going to sound funny because it starts off with almost kind of maybe a negative slant, but Chuck is actually responding to some of the comments where people are maybe not saying the nicest things. And he says, as I continue to read the comments, I'm amazed at the lazy ass, do it for me attitude. Dean and Joe literally cooked the steak, set the table, poured you some wine, and all you need to do is pick up the knife and cut the darn thing. Take two hours and break. Brainstorm what a guide might look like, meaning like a consumer awareness guide. And if you can't come up with a few topics, you really don't know your industry very well. No wonder 80% of businesses fail in the first few years, if that's the attitude. Now, I actually haven't read the most recent comment that he must be responding to, which I'm sure we can find it because it's down below a few of these. But the point I want to make on that, and I'd like to get your input on this, Dean, is the Internet is very interesting and when people read stuff, and I mean, I think anyone that puts themselves out there, you can get 100 positive comments and you can get one that someone's kind of negative with, and we can have a tendency to focus on the negative one. And I'm human, I would love everyone to comment wonderful, beautiful things all the time. But that's not the reality. There's two types of criticism. There's constructive criticism, which me and Dean will always take very seriously. And we'll look at, well, can we constructively do something about it? And then there's destructive criticism where people are just complaining. One of the things about the Internet, especially like YouTube, where people can make anonymous comments, you find that a lot of stuff, especially when you put it out there for free, can attract people that just want to whine and complain. There's a book by Hugh McLeod called Evil Plans, which is a fantastic book that I recommend everyone read. And he says that whining is not an exit strategy. Basically, in order to do something effective in your business, yes, you can voice complaints and stuff, but for the most part, it's not going to change anything. You have to go out and actually do something. What's interesting about how people make comments, I've seen things on YouTube where I'm like, where do these human beings actually come from? It's the most insane stuff that people can write. But then there's people that actually have a lot of constructive things to share. Why am I saying all of this? Well, what we have purposefully done with the I Love Marketing podcast is me and Dean said we're going to tell our stories, we're going to share things, and we're going to talk about very tactical strategies of what's working and what's not working, how we got into marketing, why we love marketing, how you can make it work for you. The comments that we really like are, take the ideas that we talk about here, test them, implement them, use them in your business, and let us know the results. The real comments that matter are not what you think. Think of the idea, but really what the idea did for you, actually, after you used the idea. Because Emerson has this great line, and I'll probably quote it a lot whenever I do these, when it seems appropriate is you ask for a new idea when you haven't used the first one that we gave you. I know a lot of people are going to fish for ideas, but we really want you to use the ideas. Dean.

Here'S a great comment, and I think this would be. We should talk about this because I know that a lot of people who are listening are probably students and trying to figure out what to do in marketing. Here's a great comment from Bobby. Thanks for the podcast. I'm a marketing student starting out at a community college. I find your podcast very helpful in my learning experiences. They also keep me motivated to keep going with my studies. I was wondering where you both went to college. Also, what are some good books to read to help expand my marketing advertising knowledge? So I think that's gonna be an interesting thing because although I went to college, I know you. I don't. I don't actually know if you did go to college. Did you didn't go to college?

Yeah, yeah, yeah. I went to New Mexico State University for a couple of years and I was.

But you didn't. Right. And neither did I.

No, I don't have a college degree.

Dropout, essentially.

Yeah. Yeah.

We're never going to amount to anything.

Exactly. And I use this in some of my, whenever I speak on some occasions. I actually went to New Mexico State University for a couple years and took communications and journalism and criminal law, psychology classes and that sort of stuff. And then I went to Chandler Gilbert Community College when I moved back to Arizona. And at Chandler Gilbert Community College I took Owning and Operating a small Business and I failed. And I took principles of Marketing and got a C minus. And I had an ex girlfriend that recommended why don't you show your transcript during your presentations. So I actually have a slide that shows basically my report card from college that I failed owning and operating a small business and I got a C in marketing.

So you know, and that's, that's amazing because I, you know, again, another similarity. We both kind of didn't finish college, but we're both, I love what you say. Just like old Abraham Lincoln, self taught.

And you know, when, when you look.

At it it's like that does not mean that our education stopped when we dropped out of college because for both of us, I know that our education just began when we dropped out of college. And since then we've probably collectively spent the equivalent of 10 Harvard educations on getting our marketing education.

Totally. Yeah. I mean all true education is self education, even if you do it in college or if you do it on your own. And you know, Orville Wright did not have a pilot's license and if he needed to have a degree in order to fly, no one would maybe be flying airplanes today, I don't know. But the bottom line is that don't ever let school get in the way of a good education. Now, are we anti college or not? I mean, as a matter of fact, I sort of am as it relates to certain types of businesses. I think if you really want to be good at marketing. I've never seen what I would consider amazing, awesome marketing classes taught in college. But there are thousands of colleges out there and I'm sure some of them have some really great stuff. But I am yet to see a professor that knows really much of anything about say direct response marketing that I've ever encountered. Not that they're not out there, but I rarely encounter them. And I tell people all the time, if you want to be an entrepreneur, you're going to learn more in six months, either working for a real value creating entrepreneur or trying and running your own venture than you will in probably four years of college. I mean, I just believe that to be absolutely true. And I think at the time when I was going to college. Had I stayed in college for marketing, not only do I think it would have not helped me all that much, I think it would have been a handicap. I think I would have had to unlearn much of the stuff that I learned.

College marketing. Especially when you're talking about marketing. A college marketing education is really equipping you to fit into an organization in the marketing department, probably in a bureaucratic way that you're learning like the all of that. I wonder what would be. Let's really talk about our top three books each for the reading list for if we started I Love Marketing University or I Love Marketing College. What would be the curriculum book wise, if you had to narrow it down to three books?

Well, I would almost recommend. It's going to be really hard for me just to say three books, but three books that no one should literally be in the advertising business or marketing business without reading. And they're all going to be old books, many of them many, many years old. Is Scientific Advertising by Claude Hopkins really.

Discusses my life in advertising.

The combo. Yeah, yeah, there's a combo that you can get by Claude Hopkins, My Life in Advertising and Scientific Advertising, how to Write a Good Advertisement by Vic Schwab and Ogilvy on Advertising by David Ogilvy. There are three amazing books. What about you?

So I put all three of those on there. And that is, you know, when you get down to like now that if I had to limit it to three, I definitely put those on there. But I think one of the most influential books, the book that started me down that path of being aware of money and aware of being self directed in the. In the getting of money was Think and Grow Rich. I definitely put that in there to get the mind set thinking that way.

Yep, yep.

So think, I mean everybody. That was the very first book that sort of awakened my entrepreneurial awareness kind of thing, I think. What was that? The first. Was there a first book that you read?

You know. Yes, it was actually. Well, there was several. But the very first book and I talked about this when I explained my jet ski story, which I believe was on one of the first episodes of the I Love Marketing podcast. And I read the E. Myth by Michael Gerber, which was not a marketing book. It was a book really about setting your business up as if you were going to have many different franchises. Like if you were going to replicate your business, it was really about systemizing your business. I thought when I was reading that book before I discovered direct response from Gary Halbert, because Gary Halbert's book How to Make Maximum Money in Minimum Time, which was a compilation of some of his best newsletters, is actually what introduced me to Claude Hopkins, David Ogilvy and Vic Schwab. So had I not read how to Make Maximum Money in Minimum Time, I never would have been introduced to the other one. So I guess if I had to go back and and reapply my favorite books, I would almost say read how to Make Maximum Money in Minimum Time by Gary Halbert, which probably can only be gotten@thegaryhalbertletter.com so having said that, the E Myth going back to the E. Myth When I read that book, I thought if there is any area of your business that you want to systemize and automate, it is the one area of business that is most responsible for bringing in the money, which is the sales and marketing divisions of an organization. If you can systemize the marketing and the selling and you can automate that, that's the best part of the business to systemize. Because without those, no money comes in. You can have the most systemized filing system, computer system, how to clean the office system. But if you don't automate the generating of clients, like Peter Drucker says, the primary purpose of business is to create and keep clients. Marketing and innovation produce results. All other business functions, costs. If you don't get the marketing down, you're going to do a lot of manual marketing. So reading that book gave me the mindset. And then when I first got introduced to Direct Response, I was primed in very much the same way that Think and Grow Rich set up a mindset for you.

Yeah, exactly. Every one of these books that we're talking about are just.

They really are like pivotal.

You know, it was funny because I had. But each one builds on the next. I think that the thing that's really important as you go through and start studying is to realize that just knowing the information is not the same as knowing and applying the information to something so that you get a depth of awareness about it. You know, we had, I had a friend who said that that same thing. He's like, he was really hasn't been studying marketing and was asking, you know, what the 10 books, like if he said if you could just narrow it down to 10 books to. So that I could, you know, get a fast track like, you know, cram a marketing education kind of thing. Like he could really become an expert marketer in, in the next six months. And you know, I really started thinking about it and the truth is that I don't As I was reading, you know, listing the books for him, I'm like, well, you know, I realized this one only makes sense if you know and apply the lesson from this other book, you know, and it was like, as I'm reading, I told him, I said, dude, I don't think you can catch up, you know, like in six months. You can't get that without the experiences that go along with it.

Yeah, yeah. I think what a lot of people, one of the fastest ways that they can learn direct response is simply listening to this podcast and testing and utilizing the ideas that we are recommending. You don't need 100 tools in your toolbox to do well. You just need to have a couple of them and you need to make sure you are using them. Some people can completely change their entire income and their entire business and their entire relationship with their prospects and clients simply by using education based marketing, creating a consumer awareness guide, putting a sales letter together, getting testimonials from your existing clients, going out into the marketplace and educating them in very much the same way that we're doing this. A lot of people that are listening to this podcast could probably start a podcast in their industry about their product or service or whatever it is that they do. You have this Evil Scheme Hatchery Dean which we talked about and you have your 50 minute focus finder video and you do a lot of. You play golf. The acronym is goal. Have a goal. Create an optimal environment, limited distractions in a fixed time frame.

And.

And you have this office called Evil Scheme Hatchery and we even have a video at the Ilove marketing dot com. Yeah, Hugh McLeod has this book called Evil Plans. It's about world domination in a good way. But everyone that's listening, what is your evil plan? If you want to read Hugh's book, go and read that. It's very much in line with our thinking as it relates to. You don't have to know everything. You just have to get out out there and do something. Just like Seth Godin always talks about. You gotta ship it. I mean, you gotta get it going. So you'll accomplish more through movement than you ever will through meditation is something that Gary Halbert used to say. So there comes a point in time where you can spend all day reading a book or reading many books or attending many seminars, but if you don't take any action, you're never going to get it in the gear. I talked to a good friend of mine named Steven Pressfield today. He wrote the War of Art and fantastic books. It's one of my favorite books. It's not a marketing book, but it's.

Right here on my bookshelf right now.

Yeah, it's fabulous. He wrote the Legend of Bagger Vance and he's a great author. He says, in the beginning of the War of Art, and that book's really written for artists and writers or anyone that he talks about doing higher level things in the world. You're evolving. And he said, for a writer, it's not the writing that's the difficult part, it's the sitting down to write. And it's getting you to really sit down and do something. In one of the earlier podcasts we talked about Gary Halbert's line of almost any problem in the world could be solved at the right sales letter. If you don't have a sales letter or a sales video or a sales audio for whatever it is that your business, your nonprofit, your cause, your mission is about, you got to sit down and create it or you got to have it created. And, you know, all of the, all of the prodding in the world is not going to help someone that won't sit down and actually get it done. And so sometimes the first step is just to sit down and start. And books help. Books help.

So I'm looking down, I was thinking about that list, and one of the most useful skills, the critical skill, is being able to influence people to take action. And so I would definitely put Robert Cialdini's book Influence on my list of a curriculum for somebody wanting to learn marketing, because so much of marketing is understanding why people do what they do and how to present your offer in a way that is going to align with the way people do things.

So what we're recommending.

I would definitely put that on that list.

Yeah, yeah. So what we're recommending really is just a course in understanding human behavior and psychology and reading. All of these books are not just about copywriting and marketing techniques and methods and all that stuff. It's really about understanding human behavior, why people respond the way they do. Robert Cialdini is a friend of mine. He actually is a professor. He's probably one of the few professors that I would say is brilliant and is really what I mean by few professors, meaning brilliant. There's a lot of brilliant professors out there. What I mean is it relates to knowing how to persuade and sell. I mean, he's one of the world's leading. I mean, he's the most cited living social psychologist in the world. And so he actually lives here in tempe Arizona, where I live. And I've interviewed him before and yeah, the book Influence is unbelievable. He has several books that are all about persuasion and getting people to say yes. And any book that Robert Cialdini has written or co authored, you will find extremely valuable. And Influence is kind of where it all started. And that's Positioning, written, written over 20 years ago by Al Rise and Jack Trout, is a great book. All of Dan Kennedy's books are very valuable. The ultimate sales letter, the ultimate marketing plan, which are some of his very first ones are fantastic. And Dan's an interesting dude.

He really is, you're right. And prolific.

Extremely.

The thing is that, that, yeah, all of those, all the value that's in those books, when you look at their $20 books or whatever they are in the bookstore compared to $2,000 programs, which a lot of the programs actually say the same things that he says in the books. But you can get a good, you can get a great basic understanding of them. Same thing. I would say that same thing for J. Abraham. You know, getting everything he can out of all you've got is a great J. Abraham primer for anybody who's got to be introduced to J. Abraham because all of his programs are very expensive again. But this book is a pretty good summary of all his great stuff. Something you said earlier really struck me that, you know, this being successful successfully running a business, you don't have to have a ton of marketing ideas. You know, you were talking about your toolkit and you know, the truth is that you, if you figure out one sequence that works, like if you look at the winning formula that we've been talking about for these all these last weeks, especially using consumer education, consumer guides, education based marketing, it really boils down to just a few basic moves that you have to figure out. I mean, you've got to have a way to figure out who your target market is. And we've talked about in all kinds of different examples how to do that. I told you how we did it with Realtors, how you did it with carpet cleaners. We talked about it with the Yellow Pages roulette episode. And when you've got that target market, the one thing that you need is one ad or one message, one communication, whether it's a postcard or a flyer or a print ad or a pay per click ad, something that's going to get your prospects to raise their hand to call and listen to a free recorded message. And when they call and listen to that free recorded message, to leave their contact information and Then your consumer awareness guide, along with a sales letter that is engineered to have people take the next step, which might be getting together with you for a carpet audit or having somebody having a real estate agent come over to their house for a room by room review to tell them what to do to prepare their house for sale. That's really, those are the moves. And I mean, if you invest enough time to learn that or invest enough time or money to have somebody who knows how to do that do that for you, you can build a tremendous business on the back of just a very simple marketing system.

Totally. And I mean every person I think on the planet could create their version of that and it would work really well for it. And I've never met someone that has not gone through that process and created an educational tool and started putting it out to the marketplace, that has not improved their conversion, that has not attracted a better client because people are showing up pre interested, pre motivated, pre qualified and predisposed as a result of education based marketing. And it's just not created more of an elf business for themselves. That's my whole thing.

I think about that as a curriculum for somebody studying, you know, if we were going to start, I love Marketing University, I think that, you know, identifying and understanding target markets and what people really want, that's one, I think that would be one key component of it. Then lead generation advertising, direct response advertising, knowing how to, how to phrase an offer that's giving that target market exactly what they want. And I don't want to downplay the importance of being able to really understand what a target audience really wants. Making the ad so much easier to write. If you really understand what somebody wants, writing the ad becomes so much easier because it's not really. You can go through the mechanics of making a direct response ad look like a direct response ad, meaning making it look newsworthy and not putting your big logos in there and doing all the things that make it look like a direct response ad. But if you're just off key, if you're not harmonizing with what their compelling desire is, then the ad's not going to work. But once you strike that right chord, if you are harmonizing, harmonizing your message with exactly what's going on in their minds, then that makes your ad that much more effective. The skill of writing that ad really comes from the skill of being able to understand what a target market really wants, how to study that and identify their needs.

It's like fishing. I mean, if you're going to go out and fish, you have to have bait that the fish will actually bite on. And if you try to fish with the wrong bait, it doesn't matter how good you think the bait is or how well you understand the bait. You got to understand the fish and you got to know what they want and you got to know if they're hungry, because if they're not, they're simply not going to bite on your bait. And there's this really funny saying, which is the only thing worse than singing the wrong note is singing it louder. And selling is not yelling. And you look at a lot of the auto industry as an example. I mean, some of the reasons they've got such a bad reputation is look at even to this day, and even newspaper ads, but even many years ago, newspaper ads, big prices, big starbursts, all these things just yelling, yelling, yelling. And it's all price advertising. When I had a guy that actually took a lot of my marketing stuff and converted it over to the auto industry, teaching people consumers guide on how to buy a used car or very niche specific about buying a Corvette or buying a Mercedes. And to this day, you've got. I give away cars almost every year in contests that I do in the cleaning industry. I go through a lot of different cars. It's kind of a neat process. And I cannot tell you how inept the auto dealers are with even following up with a guy like me. There's one dealership that I have bought cars, such as a whale.

I mean, yeah, you think about how.

Many cars you buy, like five different cars like Land Rovers and Mercedes and a Jaguar from this one dealership. And they have never once sent me anything that is that brilliant. Now, obviously it doesn't sound like a good example because I keep buying cars from these people, but they happen to be the dealerships owned by a big company in Phoenix. But I made the decision I will never buy another vehicle from this dealership because they're complete idiots. I have bought cars from other dealerships and stuff, but it's like, man, I'm just waiting for a dealership to actually do something really intelligent for me to broadcast it and drive a ton of business to them. Because most of the ones here in the Valley have never done anything. When I say the Valley, the Phoenix area have never done anything that has been in the least bit impressive for me. And yeah, that's that.

Here's another comment.

Okay. Yeah, that's what I was going to say. Let's hit another comment.

Here's another comment. Hey guys, I just want to say I'm really enjoying your podcast. I look forward to it each week. Just wondering. I work for a car dealership and would love some tips, strategies and case studies that apply to the auto industry.

So here's your chance. All the car deals. Oh my God, that is so funny. Okay, well here is what I look at. Just like Dean's three stages of a business. I am going to go right into strategy. Is that okay, Dean?

Why wouldn't you?

Okay, you have before, during and after. So again, everyone think about the three stages of business. What do you do before the sale? What do you do during the sale? What do you do after the sale? So in order to get yourself out of the price gate game with auto dealers, you know what most dealerships want is they want a lot of floor traffic so they can sic their salespeople on them in some dealerships and then there's high end dealerships that aren't really, they don't want to do high pressure selling or anything. But there is a lot of dealerships that that's their shtick. It's like high pressure selling. So part of it. First off, you should read Joe Gerard's books. He was one of the most, if not the most successful car salesperson in the world and he's written a couple of books on how to sell anything to anyone and how he did what he did. He would do things like take pictures of everyone that would buy cars from him and when people would sit down with him, they would see all these photos of people standing next to their car for no other reason than social proof. It shows people are more apt to buy from you if they know like and trust you you. So how do you get people to know, like and trust you if you are selling cars? Well, what do you do before they even inquire? Same stuff we talk about. Drive people to a 24 hour free recorded message on how to buy a car if you are selling. Pick a car if you are selling Toyotas free recorded message reveals how to get the best Toyota how to get the best Toyota at the lowest possible price. If you want to even use price advertising, you can drive them and explain to them what to do and how to do it. The other option is you simply do a benefit of seven reasons why you should buy X car. Call and find out. You can use video, you can use audio, you can have a consumer awareness guide on how to buy a car. Those are some of the strategies you can use before a sale so that when people show up up, you've already done some Selling in advance while they're there. I'm going to let you add your input, Dean.

Yeah, the funny thing is I've actually got like a real example of this.

Oh yeah, well, go ahead.

I'm walking through my. I'm going to my bedroom here and I'm looking for. I was just looking at this in one of my journals that I actually helped a guy when I first was looking at buying Porsche. This is back in 1997 and I was looking for. There it is. Okay.

So here it is.

Okay. Anyway, go ahead and.

Okay. The other thing I was going to suggest is one of the very easiest way for a dealership in my opinion to sell cars to existing, existing customers is like I've had. I typically buy high end vehicles. I mean I have a. Currently what I own as vehicles is I own a Land Rover LR4 and I bought it 2010 because it was at the time the most technology. It even had more of a. The cool bells and whistles than even a Range Rover because they wouldn't have the same stuff as the brand new LR4s did till 2012. So I wanted all the push button and all the cool stuff and every time I would go to the dealership here. I'm not saying this applies to all Land Rover dealerships all over the country, but the one here, they would give me a nicer vehicle than the one I'm dropping off. If someone is going to spend anywhere from 50,000 to $80,000 on a vehicle or above whenever they drop off their vehicle for servicing or getting an oil change, give them either an equal vehicle and preferably better. Why? Because people that are buying those kinds of vehicles are probably going to upgrade and you want to get them all excited. Don't give them a lower level vehicle. And I cannot tell you how many times they give me something that's not even equivalent to it. When someone buys a luxury car, there is a status attached to it and people, if they buy a Mercedes, they don't want to get a Ford Taurus as their loaner car when they're getting the oil changed. And when someone comes in for any servicing offer to give them a test drive when they go to book a service appointment, say, oh, while you're out here, would you like us to actually, would you like to test drive any of our new vehicles? Even if you simply ask them that question. Oh, while you're coming out here, here you train. Because how many of the phone calls into a dealership are coming from existing clients? There's either Sales calls, or there's service calls, and every complaint or every problem with a vehicle is an opportunity to not only fix it, but an opportunity to either sell a new vehicle or set the stage. And you don't have to use high pressure. I mean, it's simply an existing client. So I think most dealerships are so consumed with chasing new customers, new customers, new customers selling. Selling new cars that they don't think about the gold that already exists. There's a guy named Peter Kaczynski who actually is this really freaking smart, creative, sort of like an idiot savant, because Peter is so brilliant at writing copy. And he's also like this clever sort of dude, but he created something, a client compounder for auto dealers. And it simply is something that they mail every month, month to their existing clients. And it's a monthly newsletter, the same way that you do the world's most interesting postcard. The same way for my cleaners, that I do a client newsletter, the Healthy Home Newsletter, monthly. If you've already sold something to somebody, you should be communicating to them every single month. You either write or create your own newsletter or postcard, or you actually get a direct response 1. And, you know, I mean, I'm happy. We've been very careful about what we promote and we tell people to buy books and everything, but I can give out Peter's phone number, the work number for the Automotive Dealers Marketing association, which is 4135-9460-3241-3594, 6032. And he has no relationship with the Unabomber, by the way, although it sounds like the same name. Let me just say that although that will probably create harassment for Peter, but nonetheless, you should mail something monthly to every one of your clients. Joe Gerard did that. He was the world's most successful auto salesperson of his time and in one of his books is to not mail anything less than 10 times per year to everyone that's ever bought a vehicle from.

Right?

So take it from the guy right out of one of Joe Gerard's books. Mail no less than 10 times per year. And if you just do that, you've increased your chances of repeat business and referrals by 20 times. I mean, really. So what else you got? Did you find that thing you're looking for?

I did.

So here it is.

It was just funny. I was looking through some of my old journals and, you know, I journal everything. I've got shelves and shelves of journals and I just happened to come across this one. This is from September 1997. And it was, that was the first year that I had moved down to Florida full time and I was looking for a Porsche and I met this guy who all he sold were four and five year old Porsches. He would get them coming off of leases or coming off of trade ins. People would trade them. He would buy them wholesale from the dealer. He had a credit line of half a million dollars that he paid only, you know, he paid like 1% a month on the money. The whole thing is he would buy these cars, he would then flip them very quickly. And he, I was talking with him about, you know, he was, he would, he said the only thing that really works is the auto trader. And he was advertising all the individual cars in the, in the auto trader. And I said dude, you're selling the same thing. Why don't you have one really good ad that you could use to, you know, to do lead generating so you've got a ready pool of buyers for these Porsches before you get them in. Because a lot of times a Porsche is not an impulse purchase, right? Like it's something that somebody who is going to buy. One has thought about this car for a long time before they buy their first Porsche. And I could explain this to him in a way of a guy who. That was the car that I had always thought about, you know, that was the one that I, that I really wanted. So I was doing all the investigating and stuff. And so I, he said we have tried classified ads but they don't, classified ads don't work. Nobody calls on classifieds. And I said well would you, would you let me do one for you? Like I'll show you what I mean. And because I was saying you should put together a guide, a consumer awareness guide on how to get the best deal ever on a 911. And so let me, I'll show you the whole thing. I've got it all laid out right here in my journal. And we actually did this little ad, we ran a little classified ad in the Orlando Sentinel. So it said 92 Porsche 911. Because he was selling Inc. You know, this is in 1997. So 5 year old cars, 92 Porsche 911. Low miles, excellent condition. Zeroed down with low monthly payments. Must be sold. 24 hour recorded message. And we had the phone number and then when people would call the phone number. I can read the script here for you. So the script would say, hi, this is Steve, I'm going to leave out his last name but this is Steve. Thanks for calling on my 92 Porsche 911. My specialty is finding low mileage 911s from 1990 to 1992, and getting them for even below wholesale prices. I've been doing this for 15 years, and I know where to get the very best deals. Most Porsche dealers are all over the map selling cars from the 70s, 80s and 90s, but I specialize. I can show you how to get a 1992911 couple coupe with low miles, no down payment, and monthly payments of less than $600. In fact, I have four cars right now that you could get with this arrangement. I've written a book called how to get the Best Deal Ever on a used 911, which I will send to you for free if you just leave your name, address and telephone number along with pictures of and all the information on the cars you called on. Just leave your name, address and daytime phone number after the beep and your book will be mailed out today. So we ran that ad one time and he says, you know, classifieds never work for him. He's. I don't get any calls on the classifieds. So we got 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 27 calls with name, address, telephone number on that one little classified ad in the. In the Orlando Sentinel. And so I had him, you know, just to brainstorm this out. And the guy just completely, you know, he was locked into this mindset of doing things the way that he's always done them. You know, like doing it in the. The Auto Trader. But we did that, got all of those people. I suggested to him that he put together a monthly newsletter that he would send to those people for at least six months, send them out a newsletter that shows the inventory that he has right now because he's always got new inventory and invite everybody to come on Saturday at the same time to see all of these car, like, have an open house for the cars. You know, he had a. He had a warehouse that he would just. It was the coolest thing. It was out of like a. Totally out of like a drug movie or something. You know, these industrial parks where they've got the. The big garage door bays and you open it up and then inside there's like, you know, know a dozen of these. A dozen 9 11s in this one little warehouse. It was something to see. You know, it's like.

It's like Fast and Furious or something, right? Something like that.

Exactly. But anyway, then I thought of how he could even better get the get everything paid for by joint venturing along with other companies who would love to have his access to people who are just about to buy a Porsche 911. So, you know, if he had ads or little inserts in that book that he was sending out from an insurance agent, from a shipping company, from a loan officer, from a leasing company, from a mechanic, accessories and upgrades for Porsche, stereo company, a painter company, rims and tires, all of those people, he could make money generating leads of people who are looking for a Porsche, you know.

Yes. And what I want to say is that I hope everyone listening saw that how everything you just described is applicable to almost any business.

Well, it really is. And that's where when I was talking about the formula, the formula is absolutely in play there. First of all, who's our target audience? People who want to buy Porsche 911. How are we attracting them? Little classified ads. And you know, the language in that ad. The only purpose of the ad was to get them to call and listen to the recorded message. Right. So we said all of the power words that they would be looking for. 92 Porsche 911 Low miles, excellent condition, zero down, low monthly payments must be sold. Every one of those words are amplifiers. There's not a single filter in that where there's nothing that would discourage somebody from calling. Right. They're not going to say, 92 Porsche 11 low miles. Oh, I was looking for something with high mileage, excellent condition. Oh, I was hoping to get one that was all beat up and dinged. You know, all everything in there, you know, zero down. Oh, I was hoping I was going to have to put $10,000 down. Everything in there is an amplifier that makes you want to call more. And when they call all, you know, it's easy call and listen to that recorded message. And then when I read that script, it's, you know, everything there is because absolutely, that formula could apply to any type of business you can imagine.

I love it. I love it right there.

This episode for that car dealer. I mean, I could charge him $3,000 for a one hour consultation and tell him that same thing that I just shared with you right now. No.

And you know what, in a lot of ways, what we're sharing here is what we do with a lot of our clients. We tell them exactly what we're sharing here. And I mean, going back to the Bill Phillips thing, I explained the model that I used of Bill Phillips on one of the previous podcasts and Bill made millions of dollars with my advice and paid me A lot of consulting fees for it. There's another comment on here. Do you want to finish up anything with that one, Dean?

Because I actually, that was really, I think the person who was asking, what are some ideas for a car dealer? I think that they're going to be pretty happy with what we've talked about here. Yeah.

And if our listener would hear from them.

That's Locke Spock. That's the. Who made the comment there? LOC S P O C Lock Spock, Locke. Cheers, Locke. So whatever. You know what would be the most gratifying in the comments is to hear Locke Spock tell us how he applied, exactly what we talked about, how he ran an ad, how he created this guide, how he created the monthly newsletter. Those are the. That would be the fantastic thing. I think it'd be great to have in the comments for follow up to these to see that people are actually doing what we talk about.

Yes, exactly. There's one here from Robert Katzil.

What page are you on?

So I'm going to get. I'm on the first one. I'm still on the first page. Yeah. At least it could be shown up differently on your computer than mine. And everyone listening. This is the first time I actually even went backstage on the comment section of our WordPress blog. Matt Mullenwig, who actually is the founder of WordPress, is a friend of mine. He actually spoke at one of my past Piranha marketing conferences. There's one from Robert that says, when are you guys going to sell me something I want to buy? Of course. I recently interviewed Brian Tracy. I've interviewed Brian Tracy several times for my Genius network interviews. And he said a comment that if you don't try to sell something every day, you're not working. What we want to do with I Love Marketing is just give phenomenal, awesome advice. And we always will. It's not like some clever setup to only get people to buy stuff from us. Do we have things that we sell? Yes, of course. Dean has Knowledge products. I have Knowledge products. And the one thing I want to mention is we are going to do, we've decided, the I Love Marketing seminar In Phoenix, Arizona, September 28th. 29th. Yes. And that will be. That will be truly an awesome, amazing event. And we will get more information out to everybody as soon as we, you know, formulate, put the pitch together. But we're going to sell this bad boy out and it's going to be awesome. And me and Dean mark it on your calendar. Yep, just put it there. But for now, September 28th, 29th and 30th, Phoenix, Arizona. It'll be right outside of Phoenix. It will be about 15 minutes from the Phoenix Sky Harbor Airport. So as long as you know that you're going to fly your butt down here, we'll get you all the details and the information later and we will charge a fee for that. But that's what we're going to have. Yeah. Other than that, we just want to give people great advice and at some point in time we'll probably put together recorded products and maybe specialized seminars. Dean has his own stuff. One thing I'm really proud of, I do have the highest level mastermind group in the world for direct response marketers that make a million dollars a year or more. It's a $25,000 a year program. The website is 25kgroup.com. But I'm not going to use I love marketing as the place where I'm always going to be pitching that. I will mention that. And the reason I do mention that is that one of the reasons me and Dean have tremendous amounts of insight, I believe, on marketing and always have cutting edge knowledge is because some of the top people in the world are friends of ours. Eben Pagan, great personal friends with me and Dean, one of Dean's best friends, Frank Kern, all the usual suspects. I'm speaking at a Dan Kennedy seminar in a couple of months. I go on islands with Richard Branson, just did that just recently. And I meet with some of the top marketers. Jeff Walker's in my group, Brendan Bouchard, Mike Koenigs, Dean Graziosi, the founders of beachbody.com, paul Abdul, I mean all these. Brian Kurtz from Boardroom. These are all people that are in my mastermind group in pay. As a result, I get to hear the latent cutting edge stuff on marketing. And Dean Jackson is known as the marketing Buddha within a lot of Internet marketing circles. And people consider Dean one of the top Internet marketers. Now that's cool. That's why we love the I Love Marketing podcast brand because not only do we get to share knowledge that we've learned through our own studies, our own businesses where we've tested and tried thousands of things and we know a lot of what works and, and we've failed a lot with what doesn't. And we're going to share with you the best stuff that we know that works. And at the same time we also interact with a tremendous amount of people. And so we're going to start bringing guests on, we're going to probably be bringing Tim Ferriss on a call here soon. And my buddy Gary Vaynerchuk, Wine library, tv. His newest book is the thank you. Economy. Things like that, you know, it's all very exciting. Yeah. Do you want to try to do one more or do you want to just wrap it up? Yeah.

Have you got one?

Let me see. Okay, what about one from Dorothea? Thank you guys for all your absolutely fabulous insights. I look forward to your new podcast so I can learn something on my way to work. My son, who is a brilliantly talented Finnish carpenter, it's true, even if I'm the mom, is a lousy businessman and advisor. So I want to help since I love marketing. Any ideas on a giveaway for him when his specialty is crown molding, etc. You can't really give away a room of crown molding or what. Thanks so much, Dorothea. I have a really awesome dude named Steve Nash and another guy named Wesley who's a painter that are in my platinum group for professional cleaners. And they're not cleaners, but one's a remodeler and the other one is a painter. So they can't really give away a free room of cleaning either. So what they rely on is their versions of a carpet audit where you go in and you evaluate the home or the office and you basically use education based marketing and a special way to present it. Steve Nash Nash uses consumer awareness guides, testimonials, valuable tips and information and puts it in a folder and he sends it out to people before any in home evaluation of a remodeling job. And he calls it his silent salesperson because it's not a human being. And so whatever business you're in, if you can't really figure out how to give away like a trial support, people can try a piece of what it is you do. Kind of like they give out food samples in Costco or in some sort of grocery store just to let you try it. If you truly cannot give away a piece of your business in order to instill reciprocity, what you still can give away is education. You can still give away people direction, confidence and capabilities on how to make an informed, intelligent decision. And you can offer to present it to them for free, or you can charge a fee where you'll come in and you'll evaluate. There are some people that sell carpet as an example that will come into a home and they'll charge a very low price to measure everything and give you a quote. And then if you end up buying carpet from them, they'll apply that cost to purchasing from them. It's a good way to get more than just a sales pitch because you're paying a fee and you can position it that way. We're literally going to come into your home and we're going to tell you what to do and how to do it and how to buy from someone. And if you decide you want to do business with us, we'll apply that fee towards our company. But even if you don't, your fee covers you knowing how to make a buying decision. That actually is a really good approach for certain types of businesses. What would you say to that question?

DEAN well, I think that when somebody's making a decision on something that is like Finnish carpentry, like what she was saying that her son is in, there's a lot of stuff that could help people in the decision process by educating them as to what their options are. And you know, some of the times, especially with things like, like finished carpentry or with things that are sort of expensive, detail oriented things, there's always ways to get the look or to get.

The.

Feel without spending as much money as you think you might need to spend. Like if you were to show people how to allocate the budget, how to work with what they, with what they can, with what they have, certain types of woods might be a better choice than others, or certain things might be a good alternative to something. There's probably lots of opportunities to educate somebody, you know, and maybe even doing something like a planner, like if he's doing in addition to crown molding, if he's doing cabinetry or you know, I'm looking in my, I'm in my office at my house in Florida here. And this, all of this, you know, that whole wall of bookshelves was done by a Finnish carpenter. This whole thing, the bookshelves, the daybed, my desk and all of that area there was all, it was a neat process to go through with him to kind of plan it out. And so whenever you can give somebody something that is going to actively help them through the decision making process, like a, you know, a carpentry planner where you're working with, they can play around with the space that they have, they can, you know, look at the options and kind of draw out what they're looking for and kind of educate them, them about the standard sizes for things versus, you know, off sizes, all kinds of stuff like that education, you know, and I think that, that I don't want to downplay that the importance of that having a planner that can actively get somebody involved in the. In the process, you know?

Right, right, right. What is that weird noise in the background?

I don't know.

Okay, also, one thing I want to mention because we got to wrap up here is we are going to put some illustrations on the ilovemarketing.com blog from the Absolutely brilliant woman by the name of Noosa. N U S a mall M A A L and you can check out sensemart S E N S E if you want to know more information about Noosa. But we're going to start putting these incredible illustrations where she actually maps visually and visually communicates what it is we're talking about on the I Love Marketing podcast. And we're going to have Noosa go through some of the podcasts and actually map it. So there's visual illustrations and this is something very unique. I don't know another person in the world that can this. Yeah, both me and Dean are super excited about this, but I spent half a day in the airport with Noosa a week ago and said, hey, can we start doing this with the I Love Marketing podcast? So if you're listening to this on itunes and you want to see a lot of the ideas that we talk about at I Love Marketing actually illustrated into drawings and just really powerful communications from someone that again, I've never seen another person on the planet do this. And I've had Noosa actually map some of my brainstorm sessions, including the most recent one I did with Richard Branson and she's phenomenal. And so we're as if just sharing the podcast and the transcripts and the videos and the things that we do on. On the site for free is not enough. We're actually going to start putting some illustration and things there and we'd love to get all of our listeners comments on those. And there's so many more comments that we have. And of course we only went through a few here with the time.

The first page.

Yeah, yeah, I know we got like three or four of them. There's a lot of.

But it stimulated a lot of good stuff and I think that's more important.

Yeah, there's one here that said I'll send you one of my products if you email me a mailing address. I'd love to hear your off the cuff thoughts on what I love to make to things like that. I don't know, Dean, if you want to give out your mailing address, but my mailing address is at the bottom of JoePolish.com and basically what me and Dean don't have a lot of time for is to have people send stuff and then than think that that's actually going to allow us to give people free consultations or tell them what to do or whatever. It would really have to be awesome and striking because me and Dean get a tremendous amount of things mailed to us and that also doesn't mean that we're not interested in what everyone has to share. What we want to do is just do our best to offer just really helpful advice on the I Love Marketing podcast and if this comes with a favorable response, we'll do more of these apply talk about the comments that everyone has and things along those lines. If you ever look at mine and Dean's sites, we're not again going to constantly try to get you to buy stuff from us. We'd love to have you register for the event as soon as we have that up on the site at the September 28th, 29th and 30th. I love marketing first ever live event. But beyond that, I think you're going to get most of they can tell.

If they're excited about it in the comments.

Yeah, yeah, at least that. And if anyone does want to spend exorbitant amounts of money hiring me and Dean, we can possibly be talked into it, but we got to be really. We would really prefer you test the ideas that we're sharing here and know that they're actually working for you because we're not holding anything back. We truly are sharing with you what we feel will give you the best possibility of success with your marketing. What else you got to share, Dean? And then we will call it a night.

I think that's enough. I think we can wrap it up and feel good. Awesome.

Awesome, awesome. Okay. Thank you, Dean. And thank you everyone for listening to I Love Marketing Podcast. Have a great night or day or evening or whatever it is. Yeah. Tell your friends and we'll talk to you next time.

Good night.