The One To Start The Year Off - I Love Marketing With Joe Polish And Dean Jackson - Episode #50

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.

That's right.

And that's right. And you know, here we go. This is episode 50 of the I Love Marketing podcast.

It could be more than that, depending on. We could have the timelines completely messed up here. It doesn't even matter because this episode is going to be like all the other episodes, phenomenal Spectacular. For one main reason. Because I'm on the line. I'm kidding. No, for one main reason is because they're all good and they're all valuable and they're all helpful. And that's what we're here for. We are here to serve the I Love Marketing community entrepreneurs everywhere, helping them with powerful before, during and after strategies to maximize their profits and multiply their success. Yes, that sounds like an elevator pitch.

That's a mouthful.

Speaking of, Dean, before we get into this, and I know we have kind of a plan here, what's your take on mission statements and elevator pitches? You know, you hear people in business talk about that stuff all the time, but I've never even asked you that. I know what, what is your thought?

So here's the thing, because that's a very good question, actually, that I think it's very. I think it's more important to have a crystal clear statement of what you're, what you do, you know, like a.

Us or what I, you know, I.

Don'T even like to even put words on it because so a label on it because so many people are, you know, they're confused. So many different definitions of what a USP is or what a.

Well, and that's a unique selling proposition in case anyone doesn't know what a USP is. But.

Yeah, exactly. And so, you know, the thing that I, the one that I find most useful, somebody talked about like a seven word bio or a seven word, you know, description. And so, you know, when he looked at it, I did mine a while ago. So when I looked at the, you know, Dean Jackson, what does that stand for? And when I was doing that exercise, the thing that came to my mind was, Dean Jackson helps realtors make more money.

Right?

And, you know, I mean, that's a pretty simple, Pretty simple statement, you know, and we can expand that to, you know, Dean Jackson helps business owners make more money, entrepreneurs make more money, marketers make more money. You know, and I think that that is something that's crystal clear. And it's. I take it very seriously because the everything that I do is definitely wrapped around making more money for the people that, that whatever products I produce or services I offer or programs or coaching or anything like that is all about making more money. And that may not sound as noble or as lofty as sometimes mission statements sometimes get construed as, you know, like, you know, Dean Jackson has, you know, serves the real estate professional community with honesty and ethics and, you know, all those kind of lofty things, you know.

Of which you would never do because you have no integrity whatsoever.

And that's the thing. It's like, you know, it's almost like you feel bad if your mission statement doesn't have those things in it. And it's like, I just think there's so much stuff that is such a wasteful thing when, you know, especially companies get to a certain size where they've got, you know, teams and they've got all these employees and they want to kind of rally everybody around a common vision or mission and they, you know, put a committee together and they go on their off site retreat to bond and to really, you know, come up what are the core values of the company. And I just find a lot of that stuff just so.

Just say ridiculous.

It is ridiculous. But I was going to say circuitous. Circuitous to the point where it's not getting to the point. I think that a company and an individual, anybody who's serving somebody is so much better off to think about what the statement is of how they better the people who they're actually serving, the people who they're trying to get to give them money.

Right. And let me say this as we're on, because I know, you know, we have all varieties of, I mean, we have thousands of people that listen to our podcast from big companies to, you know, one person, you know, organizations and solar operators and everything in between. And you know, my take on it is, you know, with, with the passion and excitement that someone has. And you know, we even have clients that listen to us that are, you know, run big, you know, you know, even, God forbid I use the word corporate sort of businesses that have hundreds of employees, tens of millions of dollars in revenues. We have a few that have hundreds of millions in revenues that listen to us. And they do have company culture books and they do have retreats and they do have human resources departments and they do hire consultants to come in and run focus groups and they have bonding retreats and all that sort of stuff. So the thing is to say a blanket statement, something's not valuable across the board is not always accurate. But at the same time, I would absolutely lean 99% of the time towards what you said. A lot of the stuff that people do, you know, they try to have these lofty goals. I remember going into a rental car place years ago. I don't even know why. I was on some flight somewhere and I got off in some city. I remember it was like freezing and I went to some place. I can't even remember if it was Hertz or Avis or whatever. But there was a mission statement up on the wall over a water faucet and it was talking about, you know, our mission is to provide, you know, world class customer service and the best of, you know, comfortable environment. I mean, everything. It's something that had to do with the environment and the cleansliness of the organization for people visiting. And there was like a literally like dust caked on this mission statement frame where you could just put your finger on it and you could like wash me on it sort of thing and just like totally cracked up. Because you just know that there were dozens of employees walking past this thing probably every two minutes and everyone had gone numb to it. I mean, it just didn't.

Well, yeah, and prior to that, the whole leadership team was up in the woods doing bonding experiences and falling backwards into each other's arms to build team trust and come up with, flesh out the core values of the company to really get the first draft of this mission statement.

Right. Right. Well, and it reminds me of something that Gary Halbert said that, you know, people should focus more on the substance of what they do and less on the Internet.

That's exactly it.

You know, and it was this whole thing about brand building, you know, because we live in this world where this person, you know, one of the things that I think is just freaking ridiculous with all this social media stuff is all this personal branding that everyone talks about. Build your brand, build your brand. And you know, we've talked about this before. My favorite definition of brand is David Ogilvy's, you know, the personality of your product or service, you. And David Ogilvy was brilliant. And everyone should read Ogilvy on advertising if they want to get a good perspective of a true direct response guy that built big brands with direct response marketing. The thing is people get lost in the ego based stuff, in all of the buzz speak and all of the terminology and they forget about what does Dean Jackson do, help realtors make more money. And getting to what is the substance of you're selling to people is critical. And I think people would be so much more well served to sit down and write an ad or write a sales letter or shoot a bio video than they would to sit down and try to figure out what is the perfect mission statement. That's not to say that mission statements aren't valuable, because I think any sort of analysis of what it is you do, what it is you want to present to people what it is that your company is all about, what your culture is. I mean, all of that is better than not looking at any of it at all. And to a certain degree, all of it is helpful. It's just if you really want to. From our standpoint, look, the reality is that if you're a hammer, everything's a nail. So I mean, our hammer is marketing. We look at the way to solve business problems is improve your marketing. And frankly, I want to create management issues. The difference is we're right, I'm not good at management, but I'm really good at marketing. So if we can at least figure out how to teach people how to get more business, then let them deal with their management issues. Right, that's me trying to be funny here.

I gotcha.

Okay.

All right.

So having said all of that, and that was like a little tangent that I just brought up, how does that relate to all of the stuff we've been doing here for, you know, now we're a year out of doing I love marketing. And for lack of a better word, as I just bashed brand building, we've created a global brand with I love marketing in the last year. I mean, literally, you know, what we.

Need to do, Joe, is next, we need to, like, you and I need to like go up into the woods and fall into each other's arms and do some team building experiences.

What does I love marketing stand for? What is our culture of the environment we want to create with I love marketing?

What are the core values, Joe? What are the core values?

What's the contribution we really want to make to people?

Cleanliness, I think could be one love.

Acceptance, total void of sarcasm or any sort of, you know, insulting sort of languaging. You know, it's very important not to talk down to, you know, and be disrespectful of your, your co workers, which in this case would be me and you and. Yeah, you know, that sort of thing. That's good. We'll take. And if any of our listeners have any suggestions on, you know, what me and Dean, you know, should really do on our team building in the woods, sort of exercise we are all ears. You are welcome to post retreat. Yeah, yeah. And I love marketing. Yeah. No, so how does all this relate to people though? Because, I mean, we've really have put some of, you know, what we have not believed, but, you know, some of our very best marketing strategies that me and use. Me and you use day in, day out. We've interviewed some of the smartest, you know, marketers and entrepreneurs on the planet over the last year. You know, we're going from Richard Branson to Blake Mykowski to Dan Kennedy to Tim Ferriss to Gary Vaynerchuk, you name it. I mean, all kinds of bright people and we keep them coming, you know, all the time. And there's always a real, there's a lot of themes that go through the, you know, the calls and the strategies and everything that we bring up. And so how does it relate to, you know, that initial question I had for you, you know, what do you think of mission statements and that sort of stuff?

Well, I think that, you know, it's timely right now. It's timely to think about that we're right at the start of a brand new year, 2012, and it's going to be a very important year because everybody knows it's the year that the world's going to end. So it's really the last year of anybody's business. And how does that really, you know, it's time for people to get serious about their business if, if they're ever going to make it. This is the time.

Yeah. Yeah. Because you only got a few months.

I mean, 12 months. Right.

One of your life goals might be to buy a Porsche. Nine, 11. I mean, this shit's got to happen before the world ends.

That's exactly right. So how can we help people, like, really get down to it?

Yes. And if it takes you months to figure out what you stand for versus when you can sit down in an hour or two and just knock out a consumer awareness guide or record a free recorded message or do a variety of things that we've talked about on all the I love marketing episodes. What's going to be the highest and best use of your time? I think people, Dean, are freaking scared to sell. I think they're scared to go out there and say, this is what I do, this is what I stand for. And one of the things that, like our friend Stephen Pressfield, who wrote the War of Art and the Legend of Bagger Dance and everything he writes about the War of Art, it's about the difference between being an amateur and Being a pro, and I've always loved that line. Amateurs wait for inspiration. Professionals do it with a headache. And all of us know that when we're running a business, you go to war. Some days. Some days it is fricking hard. Some days it is tough. Although we teach elf marketing strategies that are easy, lucrative and fun. You know, having an elf business in the beginning isn't elf. You know, I mean, there's things you got to learn, there's capabilities you got to do. There's, you know, you gotta, you gotta really become skilled at how you manage your time, what you pay attention to. And we are in a world where there's this. I mean, it's like a machine gun of stuff coming at us in order to, you know, make decisions. And I think people are afraid to sell. And, you know, Dan Sullivan, he says that there's two things you need when you first start a business. You need ignorance and you need courage. And it's kind of a funny statement. We've talked about this on past episodes. I think we even asked Dan about it when we've interviewed Dan. But ignorance is a useful thing, just like delusion is a useful thing to a certain degree. Not useful in other degrees. Meaning that sometimes when things are really bad, it's kind of good to not know how bad they are because you can kind of press through it. But, you know, having being stupid and courageous is not good. Like being ignorant and courageous. Being aware that you don't know certain things, but you have enough courage to start a business and to move forward, that's really important. But, you know, I mean, how many times have we sat down with me and you, I mean, we've spent enough time in the last year together. We did our I love marketing event and we'll give the same exact advice to someone. They'll have an idea there's some part of their business they want to expand, and we'll say, well, you know, write a sales letter. Have you written a sales letter? Have you written a consumer awareness guide? Have you gone to our website and clicked on the button on I love Marketing, where it says set up a free recorded message. Have you set up a 24 hour free recorded message. And people that have, you know, I mean, they're kicking ass and taking names. I mean, we just recently saw, you know, the video. We were sent the video from our platinum member now who has the seafood company that's just implementing what it is we suggest. And then you have other people that are hearing the same exact advice and they're not doing anything with it, and they're not getting any results as a result of not doing anything with it. And part of it is that fear of just going out to the world and saying, here's what I do, here's what I sell, here's how I'm going to help you. Give me money. And it's not. Obviously, it's not like that. I mean, we're really not, oh, go give me money, because I want it and I need it and I deserve it and all that. Like, I mean, you're presenting yourself in a way to where people are wanting to engage with you, and there's a methodology to doing this. But I think there's just a real fundamental fear for so many people of selling for making statements and doing that sort of stuff. And I don't know if you agree with that. I mean, I just want to hear your thoughts on that and what to do about it.

Well, you know, I think right now is a great kind of inflection point, you know, because I was at the end of a year, the beginning of a new year, it's always a great time to kind of look back and reflect on what actually happened in 2012. What, or at 11, what were you able to, you know, what's working, what's actually. When you're able to sell something to somebody, what, what's actually happening with the people that you are able to. That you are able to help, you know, getting those stories, having an awareness. Like a lot of times people don't have the, they don't have the knowledge of what's actually happening. When people buy their, their stuff, you know, they maybe sell it to them. And there's no after unit to, you know, build a relationship with people, to have a dialogue with them and find out what happened for them in the, in the last year, you know, after using their, their product or using their service. You know, so knowing and knowing what you're actually capable of, what is happening when people are using your advice or using your product or using your service, what kind of results they're getting, what kind of how better their life is, what's impacted in their life because of knowing you, that's all very valuable stuff because it helps you to understand in the future what is going to motivate more people to use your product or service.

Okay, so now, so many marketers that we know come to you as a sounding board. I mean, you're known to be like, you know, we make a joke about it, but, you know, they call you the marketing Buddha and stuff. Because you're, for some bizarre reason, people that don't know you as well as I do actually get consider you to be very wise. And they, you're not chuckling Dean. It's not making me feel good about the jokes. People think I'm mean to you. Someone even in the gym today told me that, you know, you're really, you're mean to Dean and I'm like, what, what, what, what, what? I mean, why are you being like this towards me now? Anyway, so that's good.

Keep sticking up for me. All you. Yeah, I love marketing listeners.

No, but also. No, you're brilliant. I mean I, you know, I consider you a genius and that's why.

So you said that almost at full voice.

Yes.

Normally you have.

You must be drunk.

On eggnog or something.

Yeah, yeah. So here's my question for you. Going into 2012, the year ahead, you, you know, you have, I guess for lack of a, let's use some, let's use some of that business speak. Let's use the term best practices. What are, yeah, I want to, I want to be like all sort of modern day ways of looking at business and then use those same methodologies. As part of this episode. What are some of the Dean Jackson best practices of what you have found over the years of guiding, you know, so many people in using effective marketing and building their businesses and creating a cool lifestyle? What are some of the things that you principle based things that you just do that work for you that would be helpful for our listeners?

That's a great question. So you know, if you look at it, the primary business that we're in is helping Realtors make more money. So the primary focus that I have whenever I'm starting a new product or starting a new course or a new tool or a new program is let's start with is it going to make them more money? And so I focus all of my time on making sure and perfecting the system that I have to make one real estate agent more money. And so I know that, you know, that's why in both in Toronto and here, I've got real estate agents that I work very closely with to test and develop new programs and to get as close to that frontline experiences as I can. So I, you know, in Toronto, in, when I'm in Canada, I work with Chuck Charlton very closely implementing things with him and talking to him, you know, every month and you know, working really closely with, making sure that I can see what it's like on the front Lines and guiding and coming up with new marketing things. And here with Julie Matthews, sit here in Winter Haven to make as my little laboratory, you know, to test new things. And everything that I look at is, is this going to make more money? Is it going to provide a good benefit for four people, the core benefit which is that they're going to make more money. And once I've got that system down, then I have to go and do it again and again and again. I'll try and make it so, so simple that I would, you know, and you and I, this is funny because almost a year ago now, you and I had a, when you were down in, in Florida on your, when you almost trip to Egypt, your almost trip to Egypt, and we had lunch with a, you know, an information marketer. He came out to, to Winter Haven and he was just so, we were both kind of shocked because he was so kind of down on, on the people who were buying his stuff that they just, you know, they didn't get it. They weren't really implementing everything. And he had a package that had so much stuff in it, but it wasn't stuff. You know, we were asking. The question I asked him is, do you have one thing in here that you would stake your life on that it would work if somebody implemented it? And it was, I mean, it was shocking to me that he didn't have even one thing that he knew for certain would work if somebody let me. Well, not every time or not, you know, they don't do it. They don't. You know, he's always putting the blame on, on them, you know. Right. And it was so, you know, I mean, I kind of said to him, you know, well, you don't deserve to have an information business that's, that's successful because you don't have a product that is going to work every time, you know.

Yeah. And you know, the interesting thing about that conversation because I, you know, that guy's been a friend of mine for many years and he's done some stuff and he's built, you know, a successful business now his ability to help others, which he has. The thing is, is this is a, I mean, there was a real disconnect with his confidence in his own stuff. And if you don't, you know, if you even have, if you even have good stuff, but you don't have confidence in your own stuff, you're. First off, you're going to be, I mean, you're not going to come across as authentic to your clients. You're not going to come across as caring. And you're going to be second guessing yourself all the time, which is not at all a comfortable place for anyone to be in because no one likes second guessing themselves. And Henry Ford had that great line, if you think you can or you think you can't, you're right. However, like you said, if someone's out there selling something that really doesn't, they can't stake their claim on, they can't stake their life on. Figure out something that you can offer that you really can, because it's impossible to have confidence in what you're delivering if you don't even know if it fricking works for people. And part of it with him, you know, I mean, if he just would go back to people that have had success with him and really build upon those relationships and really, you know, see what's happening and how it's working, you know, I mean, he could, he could not waste.

And where are people, where are people getting stuck? Where are they, you know, if they're, if it's them, if it's too complicated. That was my point to him, was sometimes. And if you'll notice any of the programs that I do, I don't have like a one program that has everything in it. I've got very specific niche programs, you know, like our, our program for Realtor. You know, the three main things that Realtors want to get is they want to get listings, they want to find buyers and they want to get referrals. And so we've got three specific individual programs for those things. We've got gettinglistings.com finding buyers.com and getting referrals.com and they're not like one big super package that is, you know, everything you need to grow that business. You know, it's focusing on getting one specific result and having a package that can solve that problem for them, you know? Yeah, yeah.

You know, there's, I can't remember what the guy's name was, the CEO of Nike that had the conversation with Steve, Steve Jobs, and it asked Steve Jobs, what do you recommend for Nike? And I think Steve's thing was, well, you guys have a great company, but the thing you really need to do is you need to quit. I mean, I think his actual words were, you need to quit selling so much shit because so much of your product line is just shit. And if you get rid of the shit, you're going to have a much better business. And that was his big takeaway from, you know, and Steve Jobs is known to obviously you know, not be the most pleasant person in the world. And, you know, that's a good thing though. I mean, if, you know, out of all the stuff that you're selling, out of all the tools in your toolbox, you know, people don't need a thousand tools in order to have success. They just need, you know, like the Kekich credo from my friend Dave Kekich, a few basic moves produce all results. And you know, one of the things why people will hear me and you constantly talk about the same things in different ways is because you can do really well with a sales letter. You can repurpose a sales letter in many different forms. Audio, video, online, offline, pieced up into what's called a product launch, into a bunch of variety of different ways to present an offering. There's many different ways to use a free recorded message. You can use it before, during and after sale techniques. So a lot of times we just use the same stuff. Out of all the consulting and work I've done with people in the quote unquote, fitness, health, exercise, nutrition, business, look, how many bodybuilding magazines, as an example, exist to show different exercises and how many different ways can you write articles about bench, squat, deadlift, the basic strength news? They've been writing different articles about how to do bench presses, squats and deadlifts with dozens of different magazines every month for decades now. And it will continue for the next 500 years? Well, no, it will actually continue till 2012, till the world ends. But in some other planetary system they're probably talking about squat, deadlift, bench press, assuming there's gravity elsewhere. But nonetheless, the point is there's a few basic moves that produce results for your clients, and that's a good thing to hone in onto and keep going back to, because why wouldn't you?

Yeah, but you know, when you look at it that, you know that, that right now is a great time to really look at your, look at what you do, look at who it is that you're, you're trying to serve, and maybe look at all the different things, really get a good sense rather than, you know, creating a mission statement that's sort of inwardly focused as. Start looking outwardly focused and start to see what are the things that you could help somebody do. What are all the individual things that you're really in your wheelhouse that you could completely solve for somebody.

You know, one thing I want to bring up too, because I want to give people some real specifics on what they could do that would allow them to really think through next year. And I certainly have been doing my fair share of this sort of thinking and have brought on a couple of people in different niche businesses that I have under the Piranha Marketing umbrella. And I go back a lot to the Dan Sullivan question, you know, the R factor question. If we were to meet a year from today, what needs to happen between now and then, you know, for you to feel happy with your results? I ask myself that. I ask other people that. I use it personally, I use it professionally. And it always goes back to what are my. What. What is my dangers, my opportunities and my strengths? And so if you're not. If you don't remember, we've talked about this in, you know, an I Love marketing episode in the past, we've interviewed Dan Sullivan. If you've never seen the video of, you know, just type in Dan Sullivan. I think if they type, then we've.

Mentioned them now officially on every episode's.

Gonna pop up every episode. But, you know, watching the video with Dan Sullivan would be really good. The I Love marketing thing where he was a guest. But Dan has this question. What are your clients dangers? What are their opportunities and what are their strengths? Because everybody has opportunities, but we don't reach the opportunities we want until we eliminate the dangers. And some of those dangers are real and some of those are perceived. There's psychological dangers and then there's physical dangers. And the way that you help someone get to where they want to go is that you give them confidence by identifying what their strengths are, reinforcing their strengths, so with their strengths, they can overcome dangers with confidence. It's really good for everyone listening to really figure out the dos of your clientele as you go into this next year or the next five years or the next 10 years, your business, your career. The one thing that's always changing in the marketplace with certain niches, some not so much, others all the time, is the dos. The dangers, the opportunities and the strengths of your clients are always different. I'll tell you, man, I've heard this a million times. And you've probably heard the same thing. Dean, me and you are actually quite rare from the standpoint that we for years, me going on now, you know, it's going to be, what, close to 18 years that I've been selling marketing strategies that work and make carpet cleaners more money to professional carpet upholstery cleaners and people that are professional restorers, fire and water damage restoration. And I've got thousands of clients all over the world in that niche. That use my marketing strategies and the DOS always changes, but I always on top of what their DoS issues are, what are their dangers, what are their opportunities and what are their strengths. You know, I understand what keeps these guys up at guys and gals up at 3 in the morning. You know, I understand what their perversions are, I understand what their fears are, I understand what their desires are to.

A pretty, what the shiny objects are, you know.

Yeah. And you know, basically people ask us all the time, you know, like, how have you continued to make money from that niche? Because you'll see a lot of these niche marketers, they'll go in and they'll just cream the top buyers in the niche and then their ads grow tired and people will quit buying from them and then they jump to another niche. I mean we've seen it happen all the time. It's like the professional marketer is in some cases could be like a guy that's really good at going into a club and picking up as many women as he can and then he goes into a next club. That's that sort. It's almost like the game process of business. Go after a deal, go after a deal, go after a deal. But when you have really sustained long term relationships with our clients in these businesses, you in real estate, me in the professional cleaning industry, simply because we always are keeping up with what's changing in the niche and what's really changing is their DOS issues. Not that the marketing techniques, you know, have to change all that much because you know, frankly, there's sales letters that I wrote for my own carpet cleaning business, you know, 20 years ago almost, you know, absolutely, you know, this year, 20 years ago, that work just as well keep talking as they did 20 years ago. But the way to get the cleaner to see it as an example of the cleaner is to speak to their DOS issues. You got to change. Okay? So basically one of the things to think about as you go into the new year is when's the last time you sat down with one of your clients or your prospects and said what are your top dangers? And this is all Dan Sullivan stuff, by the way. If you want to learn how to do this process, not just hear me talk about it, is go to strategic goach.com or Amazon, get a copy of a little book, you can read it in a couple hours called the Dan Sullivan Question. If you really take it seriously, it will change your life. It'll change the way you dialogue with people and you simply sit down with one of your prospects, your clients and say, what are your dangers? You know, what keeps you up at night? What are the fears you have? What are the concerns? What are the messes? What are the things that are just difficult for you to contend with? What are the problems you would love to eliminate? Figure out what their dangers are. What are your opportunities? And use like the question, you know, if we were to meet a year from today, what needs to happen between now and then, both personally and professionally, for you to feel happy with your progress? And if a person is unwilling to give you an answer to that question, either they're completely confused and they're so unclear that you know it's going to be really hard for you to help them, or they don't want to have a relationship with you. Because if someone won't answer that question, they're basically saying they don't want to have a relationship with you. And it's a really good thing to know that early on when you're trying to sell something to somebody. And when I say trying to sell something, let me use the word serve. Because if you are selling anything, you really need to be serving someone. Because if what you're selling isn't serving anyone, you don't deserve to make money, because all money earned ethically is a byproduct of value creation. And so if you really want to serve and sell something to somebody, you know, you need to get clear on what are their, you know, what are their opportunities? And so figure out, you know, what will they answer that question? And then ask them, you know, what are your greatest strengths? What do you do really well? And most people don't get asked too much about what they do really well. Most of the time it's like, what's wrong and how to fix it, not what's right and how to enhance it.

What's it going to take to get you in a Cadillac today? I mean, that's the kind of thing.

What's it gonna take to get you in a Cadillac today? I love that. That's awesome.

That's the big question that people ask, right? Yeah.

My ability to get away from your freaking ass and just wants to target me and make a commission. But that's great. That is funny. All right, so, yeah. So my advice is do a DOS conversation on your clients. And I think one of the big takeaways you can get from this episode is if you haven't done it in a while, do it again. Because, see, the DOS conversation, the neat thing about it is that you can always pull it out of your. It's always a tool that's on my tool belt. A great analogy is when it comes to marketing tools or business tools or strategies, if you could think of, you got a tool, a tool belt, a toolbox and a tool shed. So a tool belt are tools you use all the time, like daily. A toolbox are things that you use frequently, like a monthly client newsletter or maybe like a weekly or daily email or a weekly blog and then a tool shed or special need tools. Like one of the ways I explained this, I wrote a big 250 page manual years ago and we update it almost annually called how to Get More Clients in a Month. And you now get all year 105 money making marketing strategies. And we've just increased it for the new episode coming out this year. There's more than 105 strategies now. But basically stuff that I teach carpet cleaners and one of the things that I always want them to have on their tool belt is a consumer awareness guide. Every day you should have a consumer awareness guide running. Our friend Dean Graziosi hasn't missed a infomercial, you know, on TV. He's been on TV a day on TV every day for 14 years straight. Not a single day has gone by in 14 years where one of his infomercials have not or many have not ran on television. So that's always on his tool belt. Every day he's running an ad. And certain, you know, cleaners of, you know, they're putting direct mail campaigns out, they have email campaigns, they've got, you know, different before, during and after strategies that they use every day that their business is running like a free room of carpet cleaning. An irresistible offer, a carpet. Those are tool belt things. And toolbox would be again, like a monthly client newsletter or things I mentioned. And toolshed might be once a year they're going to do a Halloween campaign or they're going to do a client appreciation dinner or, or in our particular case, we do an annual event once a year. It's that sort of thing. And so one of the methods, the best practices that I use and then I'm going to come back and we're going to keep going to your best practices because I know you've got some really good stuff. One of the things that's always on my tool belt is the dos conversation. I always use it. I mean, whenever I'm interacting with friends, you know, it's like, hey, what's your dos? And I don't always ask it that way. I don't always say to Someone, hey, what are your dangers? But I have different ways of engaging in conversations with people to find out what the hell keeps them up at night, what's scary to them, because people always want to reach their opportunities. But you ain't going to get them to reach their opportunities if the dangers are bigger than their opportunities. Because people aren't going to go out into the woods if they're so scared they can't walk into the woods. And so people say, I want to build a million dollar a year business or I want to get better clients, I want to raise my prices, I want to write a book. Well, what's the danger that's keeping you from writing the book? Well, I'm overwhelmed. I don't have enough time, I don't have enough money. And if you can at least get clear on what their dangers are, you can help them to get to it. And that's what we all do. I mean, everyone in business that serves anyone is helping to overcome dangers. They're helping to solve problems for a profit, and they're helping to eliminate other people's bad news, because that's how we get paid, is through the elimination of other people's bad news. And so.

Yeah, exactly.

All right, so best practices, do you want to hear them?

Well, you know, so I think when I look at that, as, you know, best practices is picking problems that I know I can solve. Just like you said, you know, what the dangers are, you know the opportunities, you know the strength. You know your audience better than.

Better.

Than they even know and can articulate what, what they're thinking. Because, you know, we've always talked about it, that the, the whole goal is to enter a conversation that's already going on in, in the mind of your prospect right now, you know. Right. And you know, that I think is a big, big piece of making the stuff that you do valuable to the people that you're offering it to.

Right.

And I it simplistic and you know, we talk about how even some of the things that Dan does, some of the things that Dan talks about are very kind of simple things. And the danger is that we look at them and yeah, okay, I got that. Yeah. Dangerous opportunity strikes. That's great. But the depth of what that is and what can be created from that when you really think and, and apply it is that's kind of one, one of the, the, I would call that a best practice is really having really valuing the time and the, the effort that goes into really kind of exploring what those dangerous opportunities and strengths Are and building your whole. Your whole offer around solving one of those, eliminating those dangers, helping them capitalize on those opportunities or build on their strengths, you know?

Right. Well, you know, and one thing that I think you're really good at is helping to simplify complexity for your clients. And for a lot of people, not only do you give them marketing strategies, but you're a guy that can kind of look at a problem, look at complexity, and kind of cut through it. And, you know, the people that will make the most money in the future of. Because one of the biggest complaints of entrepreneurs when surveyed is overwhelm. I mean, we are progressively living in a more and more overwhelming sort of world in terms of all the data inputs. This conversation is never going to stop. I mean, you hear people talking about it more and more, and I think what we're going to discover is there's all kinds of wonderful, amazing options and solutions for almost any problem that someone could ever have that exists somewhere. But people can't get to it because they're so mired in confusion, complexity, and overwhelm. And so you need to be able to kind of have your own form of windshield wash that you can spray on someone's windshield so they can even see into the possibility of their future. And the people that bring simplicity to the complexity that exists in people's lives are the ones that I think will make the most money, have the most impact, and help people the most. Because a lot of our clients, you know, I was saying to a friend of mine the other day that, you know, the biggest thing that I serve for a lot of my clients is not that they need a new marketing strategy. A lot of times they just need a sounding board. They need a reminder saying, hey, remember you used to do this and it worked really well for you. Why don't you pick the top three things in the last year that really made a big difference in your business that you haven't really exploited, that you could expand upon. And you have someone sit down for five or 10 minutes and write those things down, and voila, you've instantly given them some clarity. And it didn't require you to have to teach them anything new. You just helped guide them and focus on them. And so, you know, like when you did the Focus Finder video, which is, again, we've said this on the last few episodes, is going into the next year. That is such a great video to go and watch on I love marketing. You know, type in Focus Finder into the search function of I love marketing. You just Watch that video because it truly is one of the best videos on time and focus that I've ever seen. And you have that. It's a 50 minute video and it's a 50 minute process that you teach people on how to get clarity with what you call free range thoughts. All these things that are floating around in their heads. That is a best practice. That's one of the best practices that I think you've ever created. And that's something that I know is in your toolbox daily, at least when you're, when you're working. Because I think everyone knows by now how damn lazy you actually are. And like, you like playing golf.

Wait a second.

Go ahead.

No, I don't know. I mean, but you know, I, I like to prefer thinking about it as efficient and leverage.

No versus lazy. But I prefer calling you lazy because it's more, it's more vicious and you know, I mean, it kind of keeps with my Persona of not being a very nice person towards you. So. No, but you, what it really is, is like, you know how to go and have game days that are very profitable so that you can actually have a life. Because when you are working, you've learned how to set things up so that you can squeeze the most value out of the hour that you work. Because most people will spend an entire day pissing around doing a bunch of stuff, thinking that they're accomplishing something, but they're just simply confusing activity with accomplishment, you know. And so when you're active, you're actually getting something done, you're getting the result. And so that's a best practice, you.

Know, and the thing is getting something done that is going to produce a recurring revenue. Right? And I think that when you look at the best practices, when you look at things that anybody, you can, you can focus on any kind of product or any kind of service or any kind of business that you want, but if you focus on things that are going to provide a recurring revenue stream, those are the highest leverage things that you can work on. And that's really been one of my conscious choices is every, you know, that's why everything that I look at is, is it going to be able to produce recurring revenue? And if it's not, I'm not that interested in doing something that's only going to be, only going to have a, you know, a short life.

You know, what about people that are listening to us and they're, they sell something that doesn't teach. And I mean, I don't have any problem extrapolating the difference in. If someone says, here's how I sell apples, but I sell oranges, I'm really good at knowing how to take a strategy that's being applied in a different product, different service, and tweaking it, applying it and understanding it for my own. However, some people do have a difficulty seeing, well, I don't teach people how to make money. I teach people how to be spiritually aligned or I teach someone how to get in better shape or I have a dog grooming business. So what does that mean to me? Can you explain how to, you know, how to make that jump?

How to make the jump from.

Well, like if someone's not, you know, we're sitting there talking about how we teach people how to make more money and that's the result that we get. But you know, someone that's not what they do, how do they take what we're talking about here on the I love marketing episodes and see how it applies to them. You know, like Dean Jackson going from the very beginning, you know, teaching realtors how to make more money. But someone that, I mean, so how do they get to. What is the. Like, the result of what we primarily focus on is, you know, I mean, look, we do a hell of a lot more for our clients than teach them how to make money. I mean, however, there's the thing is.

That, that's the, you know, when you look at it, you could just as easily say Dean Jackson makes dogs look great and focus all my attention on that. And look at, you know, I mean, the thing is these principles that we talk about in the eight profit activators, and you know, we've. One of the favorite couple of episodes that we did early on was the Yellow Pages roulette to prove to people that these principles, these eight profit activators are the DNA cells that can expand and form to any business that you can imagine. So you look at dog grooming, it's like any of those profit activators apply to that business as well. So if I were, if I were doing it quickly, if I were looking at the dog grooming business, you know, what I would select by target market?

Dogs.

Dog owners. Those would be in my town. If I only groom dogs here in Winter Haven, I'd find some way to get in front of all the dog owners in Winter Haven. That's my target audience. What would be. Then we talk about thinking about what would be a dream come true as far as grooming goes for, you know, a dog owner in Winter Haven, imagine it be similar to to a salon situation. You know, how often do dogs need to be groomed? How often do they need to be washed? Maybe that's something that the owners would be super happy to have somebody else do. You know, if you think about how can you solve, how can you solve the whole situation for somebody with regard to their dog? You know, and it's you and I, when we were just in Toronto, we were having lunch with a couple of entrepreneur. I'm not going to even talk about who they were because pretty high level stuff or whatever. I don't want to like give away what they were talking about or in any way. But you know what I'm talking about, right?

I'll know in a minute because we.

Okay.

We were just recently in Toronto. I think almost every single person we met with was a very high level. You know why? Because me, admit it, it's me. Because I know everybody that's important in the world and you just been gagging along this whole time. I'm kidding. No, go ahead. First off, our last trip to Toronto was awesome. I mean, it really was.

Yeah, yeah, yeah, it really was.

We did. I mean, we knocked. I mean, that's a perfect example. If we could pull up and we should do a documentary one day when we actually go and do our meeting so people can actually see how much stuff we knock and not. And I don't mean a lot of stuff like we're trying to do like a bunch of things, but just simply the results we produce in a short period of time simply because we go in there with, with a purpose.

Well, and there's the thing. So these two were talking about, they're collaborating on doing something together and they were talking and thinking. The focus was about how will we package this? So it'd be like a monthly subscription thing. Will it be a whatever. And the conversation that I had with them was saying, you know, don't think about or limit yourself by deciding how it's going to be packaged first. You know, think about what is the best solution that you can offer for these people. What would be a dream come true for your target audience? So we use the dog grooming business. What would be a dream come true for a dog owner regarding the maintenance of their pet? You know, as far as grooming goes, what kind of things could you do for people? You could, could you wash the dogs? Could you do flea treatments for them? Could you cut their nails? Could you do their teeth? Could you do their eyes? Could you, you know, wash them? And how frequently does that need to be Done. And could you, if money was no object. And you're not limiting yourself by thinking, well, people will only pay a certain amount of money or they only have a limited amount of money to spend, then often you kind of backpedal your way into a market by just kind of dipping a toe in. And your whole approach is to try and just get one time, one person to come and get their dog, dog groomed. When without even thinking about the. For a monthly, that somebody could just pay you monthly. And over the whole year, you handle everything that could possibly be done for their dog, you come and wash them, however often is appropriate. I don't know how often you wash a dog.

I know how often you should clean your carpets, but I don't really know about dogs.

I don't know. But let's say you should wash your dog, you know, once a week. So they come and they'll wash the dog once a week and they'll groom them, you know, once every two months and they'll clip their nails and they'll do a flea treatment with the, you know, when they're doing the grooming. And over the whole course of the year, let's say that whole package costs whatever amount of money. But you look at it that that's the ultimate solution for them. And so many more people would probably be willing to and be thrilled to have that whole, you know, problem solved for them.

Absolutely. And I mean, even like people that are like into dog bling, I mean, I think that's the next big frontier for the dog grooming business is, you know, blinging out your dog. Hopefully it won't go into weird things like dog piercing and whatnot, because I just don't think that'd be really cool to do that, the dog. But I could see it coming. I mean, you know how much tattoos have like gone up in, you know, I mean, I watched a document and by the way, this is absolutely just wasting time right now in our episodes. So as people are listening, you're never going to get this time back if you, as you listen to me babble about this nonsense right now. So in order to hear the rest of this episode, you're just going to have to kind of bear with this nonsense that I'm about to share. But like, I watched this documentary where there was, I don't know, not too many years ago was like 10% of people that got tattoos were female. And now more than like 50% of people that get tattoos are female. And like, the amount of tattoos getting applied is actually less than the amount of tattoos by percentages that are getting removed several years later because. And so it's like spawned a whole nother business. And I'm just wondering where that's going to go with the whole dog thing right now. Okay, let me be serious for a moment though, what you just said. If everyone was to get out a yellow pad or pull up their computer and just spend. If you take Dean Jackson's 50 Minute Focus Finder best practice process and say, okay, I'm going to really focus on what is a dream come true experience, a world class experience that I could provide for my clients and kind of go through what you just went through with dog grooming for whatever businesses someone is in. Not just listening to us talk about it on this episode, but really blocking time and just doing that. I think it'll change the entire way that you approach your clients and many people that have been at a loss for figuring out what is my messaging, what do I do, what do I focus on? If you get that one down, you'll have it totally figured out and we can sit and suggest it as a good idea. And the vast majority of people that will hear us talk about it will not do it. But the ones that will do it is the difference between and I think this really applies. There's the 8020 principle, of course, which has been proven over and over again to apply to a lot of things. But I think this is the 95, 5 sort of thing. I think for every 100 people that listen to this episode, maybe five of them will do it. But you know, the 95% of people that are the most successful are the ones that are willing to do the thing. You know, the 5% of people I should say that are successful are the ones that are willing to do the things that the 95% of unsuccessful people are not willing to do.

Right.

And you know, I would really encourage everyone to do that. And then you layer it on top of a DOS conversation. I mean, you know, you will really have a great insight onto how you can best help people and what the hell it is that they want. I mean, who cares what you think they want? All that matters is what do they want and what's a dream come true experience for them. So how would you phrase that, Dino? So I just want to, I mean, I'm being really serious about this. If there was homework from this episode that would really have a tremendous positive impact on our listeners if they were to take that, take a line, a sentence, a question to focus on how Would you phrase it?

Yeah, I, I think that is, it is. You know, you start because it's the first two, the first two profit activators that we talk about are, you know, selecting a single target market. So, you know, think about that target audience and then jump all the way up to asking yourself what would be a dream come true experience for them. And when you know those two things, when you know crystal clear who your audience is, when you know what would be a dream come true for them. And you know, I would recommend that if you haven't already gone to ilove marketing.com and downloaded the breakthrough DNA reports, 35 pages, explains everything about those eight profit activators and, and went through that exercise just like Joe's describing it. You know, you really. It's, it's the blueprint for a breakthrough for 2012 for you.

Yeah, yeah. And you know, we're going to go through the eight profit activators here in just a moment because we're going to be wrapping up here in a moment. But you know, there's a guy that I recently interviewed and we're going to put this interview on I Love Marketing as a bonus episode. And if you have not listened to the interview that I shot earlier in the year with the founder of WordPress, Matt Mullenwig, we actually put that up on ilove marketing.com. you know what's funny is that our audio episodes, because they're on itunes, get a ton of listeners. Thousands and thousands of the videos we typically just post on the site. And the reason I want you to watch the WordPress episode is you'll see a guy who, you know, literally he's 28 now, but Matt Mullenweg, at the time I did that interview with him, which was a few months ago, he had 31 million websites. 11% of every website in the world right now runs on WordPress and this guy's company's worth hundreds of millions of dollars. And he is just the nicest, non egotistic, service oriented individual you could ever meet. I mean, just a cool dude. And I would encourage people. It's a short bonus interview that we put up there. It's like 23 minutes long. And go and watch that video with Matt Molevig and I think you'll find it interesting, I think you'll find it valuable. So I want to recommend that. But the other bonus interview that we're going to be putting up here is my interview with Peter diamond, who created the X Prize foundation, which in 2004 put SpaceShipOne up into space. And then Richard Branson actually licensed that technology and created Virgin Galactic with it. And their book Abundance. It's on their new book called Abundance. And the co author is Steven Kotler. And Steven is very much into flow. You know the book Flow Mahaly, which I can never pronounce. Yeah, yeah, say it again. Chick.

Chick sent me high mihaly Csikszentmihaly.

Yeah, okay, there you go. But he has a website for dogs which is they take care of chihuahuas. Rancho D Chihuahua.org Ranch O D Chihuahua.org and they actually have like hospice centers for these chihuahuas and stuff for, I mean ones that are really bad shape and they take care of chihuahuas. And frankly, I'm not like someone that could ever say I want to get a chihuahua. My client Paul Abdul has chihuahuas and she loves them and she's totally into it. She would be a perfect example for like what's a dream come true dog grooming experience. Because I could tell you she probably spends more money on those chihuahuas than anything. But nonetheless. Ranchodatechihuahua.org There's a video where they actually he takes these dogs out in packs, ones that are really sick and non social and scared and frightened. But he gets them running around and gets them into a flow state. And by getting them into a flow state they start healing themselves, they start getting better, physically better. And it's totally fascinating. But when we put that episode up on their book Abundance, we don't really talk too much about that, but we talk about it a little bit and it's just fascinating stuff. And so the reason I'm bringing that up is that we're not only going to continue in 2012 to deliver really powerful, awesome marketing strategies, the latest things that come across the pipe, we're going to talk about. We have our platinum group and we know that a lot of people that are listening are going to be with us at the end of January here where Dan Sullivan is going to be joining us and speaking and people that want to really immerse themselves with us. Make sure we have your list. And if you have a any questions about our program, just shoot an email to ginaelpolish.com if you want to hear about our platinum group and that sort of thing. But you know, in terms of the free podcast, we're going to continue to deliver this stuff. However, we're going to also put up some bonus interviews, including one of these days we're going to get our darn interview with Tony Robbins, who we've had he's a good friend of yours, Dean. You play golf with him. And we've had to reschedule it a couple of times because of his schedule, but you know, we've got that one.

We can shame him into it now.

Yeah, exactly. I'm really. But you know, he thinks he's cool because he's Tony Robbins. Right. But nonetheless, we're going to have some really awesome bonus interviews on things that we feel are just going to be enhancing to the life of the achievement focused, entrepreneurial minded, value creating individual, which is who we, you know, want to cater to and people that obviously have a sense of humor because no one would listen to my bullshit if they didn't have a sense of humor. So Dean, let's kind of, let's go through the eight profit activators or I can go through them, whatever, but I'd rather you do it because you know, you just, your voice is so much more soothing than mine. Remind people that, you know, best practices are always to come back to three stages of your business. Before unit, during unit, after unit, and then the eight profit activators, which is totally what I Love Marketing is all about. If you want to see our I Love Marketing program, you know we've got that. You can click on a button on ilovemarketing.com on the side and you can check that out. And if you run an I Love Marketing meetup group, you can go to the meetup tab on I Love Marketing and you can print out the how to start your own I Love marketing meetup group. We've got meetup groups all over the place world where people are talking about the eight profit activators on a weekly basis, which is awesome. And we want to say to every one of our I Love Marketing meetup group founders that have started one, thank you for carrying this message and putting it out there. And we hope that you know it's really helping your business by facilitating these. And we're going to have a new I Love Marketing meetup group updated guide that's going to be put up in a couple of weeks on I Love Marketing. So check that out. But all the eight profit acts activators are listed there including our breakthrough DNA report. So if you've never read our breakthrough DNA report, go to the website, it's free. Download it, read it. It's a roadmap on what you need to do to build and grow your business. And you know, and if you've read it in the past, read it again. So go through the eight profit activators if you could force big, big, big hands on, we talk.

These are the eight. These are the eight moves that it keeps coming back to. These are the ones that you're going to work on. All of these, 2012, all of 2013 and on. We talk about your before unit, your during unit and your after unit. And in your before unit, it's all about narrowing your focus and selecting one target market at a time. That's profit activator number one. Often when you just kind of narrow your focus like that, it gives you so much clarity that everything else kind of falls into place. Profit activator number two is to use direct response offers to compel prospects to call you. And that is a philosophy of using direct response where your prospects are calling you and you're not out chasing, you're not pursuing, you're attracting your prospects. So we always talk about using direct response and making offers for information like a consumer awareness guide or some sort of report that people can initiate with you that way.

Yeah, let me say something too. If you're not really yet familiar with what direct response is and you don't understand direct response and you want to continue to build and grow a business, a comparison of image, advertising, brand building, the purpose of that sort of marketing, those sort of messaging is to get your name out. The purpose of direct response is to get your name out there, but get a response back. So you're not doing anything without asking someone to specifically do something to make, you know. And you want to have an irresistible offer, what we call a mafia offer. And if you want to listen to our episodes, and I love marketing about creating a marketing, a mafia offer, you know, you will, you know, something, meaning that some. Something that someone simply is not going to want to say no to because. Because if they do say no to it, there's bad consequences. Not that you're going to go out and obviously kill your clients. The point is they're going to psychologically feel like, man, I really have to take this person up on this. I wouldn't even say it's a stretch to say that when people read or listen to the stuff where I'm actually specifically asking them to do something, I want them to feel like I am a total idiot if I don't take Joe up on this offer. We have created offers like that, you know, I mean, carpet cleaners, they have a free room of carpet cleaning. That's a direct response offer. You know, where someone reads it and it says, you know, it's not like free room of carpet cleaning. Not building reports. Like there's no, you know, it's, it's not a free room carpet cleaning when you buy. What's that?

And it's not a hedged offer. It's not a free room of carpet cleaning when you buy your whole house cleaning.

Exactly. It's no cost or obligation. It's totally the carpet cleaner. Putting their money where their mouth is. If you're not ecstatic with the free cleaning, we're not even going to try to. You're not going to be forced to buy anything. They don't use high pressure selling. What they do is they engage people, but it's direct response. My point is that you want to really get skilled at understanding and using direct response offers to compel prospects to call you. You know the term compel. One of the great ways to think about your marketing to be compelling is the example of, you know, if you drive by a, you know, a car accident, everyone's slowing down and sticking out their heads and everyone's pissed at the person in front of them for slowing down. And then as soon as they get by the car accident, they just stick there, they rubber neck their head out there. You cannot not pay attention to certain things. And you want your marketing, your website, your offers to be so powerful that when they resonate with the right type of person, they cannot not pay attention. And that's the type of offer you want to get to and you want to use it in direct response. And if you do that, everything in your business is going to just work better. And if you refuse to understand and use direct response, it doesn't mean you won't be successful because some people can be successful in spite of themselves. It's just that when I look into the world of marketing and advertising, so much money is just wasted because people don't understand direct response. Okay, what's a third profit activator?

Well, the third one is to educate and motivate your prospects to meet you when they're ready. That means that you realize that it's not about everybody going to buy right away. A lot of people are just entering the process of buying. If you've got the ability to follow up with them and to educate them and to maintain an educational relationship with them. And all the while you're making valuable offers to them that will lead to profit activator number four, where you get to present your unique service offer in a way that makes it easy to get started. Those are the kind of things where you're making mafia offers, things that are just so good that they can't refuse. Then profit activator number five is to deliver a dream come true experience designed from your client's perspective. Even though it's profit activator number five on the timeline of when it actually happens, when your clients experience it, it's the second thing that we start with. You start with number one, selecting your target market and then you jump right up and design that experience. Begin with the end in mind. Design that experience from your ideal prospect's perspective. Then profit activator number six is provide after sale service even after you've already been paid. So often if you can just extend the amount of time that you're offering service to people even after they get paid, the psychological impact of what you do after they've already written the check is the most impactful thing. Then profit activator number seven is starting with the after unit. Now nurture lifetime relationships and focus on the lifetime value of your clients. You want to. Once you get a client, you want to keep them forever and you want to maximize the amount of value that you can create for them. You want to, like I talked about, always thinking about how can we solve the whole problem for them? How can you enhance everything about the initial thing that they did with you? Then profit activator number eight is orchestrate referrals by giving your clients the opportunity to feel great and knowing all about the psychology of how referrals actually happen so that you can orchestrate them in your own business.

Yeah. And every single profit activator that we discussed. If you go to ilovemarketing.com and print out the DNA Breakthrough Report, you can have all of them there with an explanation of not only what it is they are, but how they work in examples. The second thing, you can print out the meetup guide and you can start an ilove marketing meetup group. Or you can attend a meetup group and if you print out the guide, you, you can see all of the different I love marketing profit activators and go through all the profit activators. There's key questions that we have listed in that guide that are actually used as themes for meetup groups. But you can do this without even attending a meetup group. You could go through and ask the questions like, for instance, orchestrate referrals by giving your clients the opportunity to feel great. Key questions would be, do you provide services, services that makes your clients want to refer you? If no, why not? Do you have a referral program? What does it consist of? What are ways you can actively get referrals, not passive referrals. Why do you think people refer others to you? That sort of stuff going through all of these questions will really. They'll just help you if you're stuck on any of these areas. And we've also done interviews with all kinds of other people about these subjects. For instance, on referrals, we interviewed John Jane, you know, the guy that wrote Duct Tape Marketing and the Referral Engine. I mean, you and John are two of the top referral experts in the world. And all of that is an episode on I Love marketing. So that's all there. And as you.

Good stuff.

Yeah, tons of good stuff. So anyway, Dean, we've already passed our typical hour time either because we just cannot help but deliver value or. Or because I can't say things in the time space that would be better, I guess.

There you go.

My inability to even try to explain what I'm saying right now just shows how I just drag things out for long periods of time. But anyway, I think it's been an awesome, awesome year for everyone that's been. It really has. And for everyone that's been a supporter and an active listener since the very beginning. Thank you to all the people that we never have had an opportunity to meet and may never will in person at one of our events. We hope you find this valuable. The people that have made all these wonderful comments on itunes that don't go up on our I Love Marketing website. Thank you all for the vast majority of the comments that people are putting really make me feel really good and know that what me and Dean are doing is making a huge difference in the lives of entrepreneurs, which is the people we want to help and serve. And I know a lot of people are using our strategies for causes and foundations and things that have nothing to do with making money. And that makes us feel really good. So thank you for doing that. And please take our strategies and use them, because nothing makes us happier than not just giving advice and selling stuff, because we are salespeople and we want to sell our stuff. The thing that makes us feel good is when people actually utilize what it is that we sell and give us feedback on it, because that's awesome. And, you know, we hope to see a lot of you this year. We'll see some of you at our upcoming platinum meeting and. Yeah. What else, Dean? What else?

What else?

I think we're done.

I think we're done. I think this has been a great episode. I'm looking forward to big things next year, and we'll be back every week with a brand new episode.

Perfect. So go watch Dean Jackson's Focus Finder on I love marketing right now. If you have even an ounce of overwhelm in your life and if you spend 50 minutes watching that, you will get some of Dean's best practices to get shit done. And yeah, we'll talk to you next time. Have a wonderful week.