The One Where We Answer Questions LIVE! - I Love Marketing With Joe Polish And Dean Jackson - Episode #30

I'm dean jackson, he's joe polish, and this is the I love marketing podcast. Hey, everybody, it's Dean Jackson and Mr. Joe Polish.

How's it going?

You know what? This is exciting. Our very first live episode of the I Love Marketing Show.

Yes, this is very exciting. Can everyone hear us? Who's out there?

I'm just dialing. I'm listening. Oh, let me open it up here. I've got it on.

Oh, see that? Dean's being a little greedy.

No, we want to see who's all here. There we go. Can everybody hear us? Who's all out there?

Gentlemen, hello from Toronto. Now, it's getting exciting.

Exciting. I'll put it back. But people are. We're getting new people every minute here. So welcome everybody to our first live I Love Marketing Show. We're very excited to do that. Now, Joe, we got a few things we want to share with them before we get into kind of the. We're going to totally base this episode around all the questions that you guys sent in. And we got lots and lots of questions. So we went through and we kind of selected questions that are going to be sort of have multiple or deep lessons in them so that we can. Everybody will learn from them. And we're happy that you all sent in your questions and we've got lots of material that we'll use as the basis for future episodes as well. But before we get started, we got a couple of things to tell you about. Number one, we just posted our new free report called Breakthrough DNA 8 Profit Activators that you can trigger in your business, starting right now. And that's available for you to download if you go to ilovemarketing.com breakthrough. So that's available for you right now to download as a PDF. It's a great example of how to apply the eight profit activators in your business. Lots of examples in there. And it will give you a good foundation for all the things that we're going to be talking about at the I Love Marketing Conference in September too, which will help you're able to join us. If you haven't already registered to come, you can go to ilovemarketing.com VIP and you'll find out all about the conference. And Joe, this was exciting. I'm going to let you share this that somebody had wrote us an email and purchased an extra ticket for somebody to come to the I Love Marketing Conference. Why don't you talk a little bit about that?

Yeah, yeah. So this really nice person who wants to remain anonymous she wants us to basically give away an extra ticket to the I Love Marketing Conference to whoever is most worthy. So we thought about this and we're thinking that the best way that we can do that is we can have a contest for whoever sends in the best one page essay on your business. That's pretty much a before and after listening to our I Love Marketing podcasts and episodes. The reason we're thinking that's the best way to do it is for people that have been with us from the very beginning or people that have gotten into I Love Marketing and have really just listened to as much as they can, can implement it as much as they have been able to so far, and can write a one pager as to kind of what they've accomplished and how as a result of I Love Marketing, we'll basically read those and we'll decide which one's the best. And if someone's already signed up for I Love Marketing and you still get chosen, we'll basically just give you admission to it. So, Dean, I guess what we need to do is kind of create a mechanism for people to submit and I can either just give out an email address for one of my team members that can collect them or if that's fine with you, or unless you do.

I think that would probably be the easiest thing.

Okay, so what I'll do, I have this wonderful person that works for me by the name of Gina Delong G I N A and her email is ginaopolish.com ginaopolish.com and whoever will write a one pager before and after listening to I Love Marketing and what sort of success you had, you will then be put in the running to win attendance to the I Love marketing event. So ginaopolish.com so just go and submit it and everyone that submits one, I'll come up with some prizes for anyone that actually takes the time to put in print kind of where their business was at before and where their business is at now. It could be the smallest of successes, but something that's really been a game changer for you in some way in terms of raising your prices or increasing your conversion or networking referrals, anything big or small. It's just a matter of what accomplishment have you had. Whoever can articulate that the best way. That's how we'll make it work. And we'll read them all and then we will announce a winner on maybe we'll do it next week or we'll see how long it takes everyone because we are going to have a special live. Webinar or no teleseminar I think we're doing next week, right, Dean?

That's right, Wednesday night. So we hope you can join us next Wednesday, too. We're doing a live tele class and I want you to download the report and then we're going to be be talking about how to apply those eight profit activators to your business. So you hope you can join us on Wednesday night as well, same time, 8 o', clock, same phone number, but we'll send you all email reminders about it and all the details. So, Joe, let's start. Let's get to some of these questions. I thought we talked about this before. Here's what we're going to do is we're going to, we're going to read the question that somebody sent in. We're going to have a discussion about it. Maybe we'll get through maybe four or five of these. And then what we're going to do is open up the question, open up the call for some little laser coaching here. We'll do some Q and A and we'll tell you how to queue up for a question in just a little while. So it's very exciting. Different energy being live, isn't it, Joe?

Yeah, totally.

Totally. And I do want to let everyone know I will have to apologize for this in advance. There will be no possible way that me and Dean can get to even a fraction of all the questions. But we've read the questions that have come in except the ones that have shown up for me in the last 30 minutes because there's so many questions and a whole bunch more keep coming in. But we will either address these in a future call if we can't get to them, or we will try to pick questions that can apply to any of the people that have submitted questions. And I'm sure that anyone that has submitted a question is probably listening live. And the report that just went up, breakthrough DNA, which again you can get if you just joined us@ilovemarketing.com Breakthrough. It will answer a lot of the questions. So some of the questions that we know that if you were to read that report would literally tell you what you need to do. We're not going to actually cover those just because we know it will, it will be answered there. I'll go ahead and read the first question. It's from Robert at Successful Computer Consulting and he wrote very much looking forward to your call tomorrow night, which is tonight. I've been a longtime fan following customers a year. So I've got a question that's killing me. I provide a marketing toolkit for computer consultants looking to build their business similar in many ways to what you've offered to carpet cleaners. Referring to me, my list of my customers are very responsive and like what I have to offer. When I find the prospects, I convert. Well, to date I've made about 150 sales at a price point between $247 and $497. But the big problem? Finding the prospects. I won't bore you with the details of all that I've tried so far. Suffice it to say I've been at this full time for over two years and I've tried lots and still I get an average of only three opt ins to my list a day. Finding computer consultants who want to grow their business is a very different challenge than finding guys looking to make a buck in Internet marketing. I know my prospects are out there, I just don't know how to reach them. I would assume my challenge is similar to what you might have run into when you were first trying to find carpet cleaner who needed your expertise. I can't imagine it was SEO, blogging, article marketing, PPC or pay per click or form participation that got things going for you. So that's my question. In your early days, how did you build your list of potential buyers for your carpet cleaning marketing kits and boot camps? Hopefully you'll be able to address this. Blah blah blah. Dean, I'm going to have you actually speak to this because you are so good at converting people online. But I do want to answer Robert's question about in the early days, how did I build my list of potential buyers for my marketing knowledge? Well, I did it all offline in the very beginning because there was no Internet at the time. So I ran space ads in industry trade magazines, I sent out lead generation postcards and I sent out lead generation direct mail. That's basically how I did it. I also did joint ventures with people that sold things to professional cleaners and restorers such as distributors that would sell them chemicals and equipment. And I would do seminars in order to have them endorse my educational seminars to their list of clients. And then we would do a really awesome seminar and upsell people that were interested in the marketing kit that way. So I will say that to this day if you use the direct mail techniques and pre recorded messages and all of the stuff that we've talked a lot about on I love marketing. I believe you can still Build very substantial business, a multimillion dollar business. Even if you never had a website. I wouldn't recommend that in this day and age because there's so much more you can do. But I'm just saying, I mean, if you got the copy down, a lot.

Of times people think like in today's age, you know, you've got to be online direct mail and free reports don't work. And that's absolutely not true. I mean, they still work like gangbusters and even more so probably because fewer people are using those techniques. You know, that was like if you listened to our episode with Dan Kennedy, you know, he talked about that too, that all, everything still works. Everything works. It's just having the right message. I think this is very, you know, I chose this question to. When we were looking through all the questions and we were kind of deciding which ones would have the best applications, this was one of the ones that we chose because it's not unsimilar to what a lot of people go through is how do we attract people.

And.

Start the process there. I'm going to suggest if you're online, you can check out Robert's website at Successful Computer Consulting. And that's not a bad URL. Successful computerconsulting.com it promises sort of a benefit there. It's crystal clear. You know what that's about when you see it. But when you get to the page, here's the kind of thing that will. There may be very subtle things, but they can make a huge difference in the response that you ultimately get. And Robert, we love you for doing this and I want you to take everything that we're going to say about this. I want you to take it as a constructive way for us to give you our experience and education here for you and how to make this even better. So the first thing that people experience when they come to your URL, you land on successful computerconsulting.com. the first thing that's very evident here is that this is Robert Peretson's successful computer consulting. So immediately he's turned the tables and sort of. He's the star of this website. He's the star of this and successful computer consulting and stuffing your books with juicy high paying clients as the headline, the shortcut to stuff. Stuffing your books with juicy high paying clients without spending a single penny sounds exciting and promising, but it's not specifically offering a benefit like a specific thing. And if you watch the video, the way that it's talking about is kind of credentializing. Robert and so when I say this, this is what happens to most people when they start doing lead generation stuff. You start making it about you as opposed to a very specific thing that you can help somebody do. We did an episode called More Cheese, Less Whiskers and this is really completely applicable to this situation. So I want you to get a sense of what this, how this is looking here and the idea that what Robert is doing is offering people free information. He ultimately wants them to leave their name and their email address. And you don't really know exactly what you're going to get by doing this. So this is a model that really works well if you've got something that you can give to people in your target audience and you have a way to compel them to come to this website and then you can keep that excitement going. The model of doing any kind of lead generating to a website where people leave their name and email address and then you continue to add value and ultimately they buy something from you because you've been giving them so much cool stuff. So I want to contrast that and I'm going to show you an example of something that follows this model that I myself use in marketing for finding real estate agents who want to grow their business. So I'm going to have you go to a website called the listingnextdoor.com and this is a way that we have been using very successfully to get people into the funnel because we're offering something that's completely free. This is all cheese. So when you look at this, I'll read in case you can't be online here. But the basic idea of this is we run Facebook ads, Google Ads, pay per click ads, post postcards, all kinds of things that bring people to this website by offering them a free listing getting postcard or on Facebook. One of the ones that's really worked out well has been using a headline called sneaky listing getting Postcard. And it's got a picture on the actual website of a guy that looks kind of sneaky. So the basic idea is that they come to the page and the headline says how to turn any sold listing into your next listing, even if it wasn't your sale. Dear friend, here's a really simple sort of sneaky way for you to get more listings by marketing around recent sold activity in any neighborhood, even if it wasn't your sale. Here's what I've got to make it really easy for you. First, a lead getting postcard the mail or hand deliver to the 50 or 100 homes immediately around any sold listing. Odds are one of the neighbors around this sold listing have been waiting for that home to sell and will put the house on the market in the next seven to 10 days. Sold signs breed for sale signs. If you act quickly, you can be in their mailbox within 24 to 48 hours after the sold sign goes up. The reason this postcard is attractive is that it gives potential sellers an opportunity to get exactly what they want information on what homes in their immediate neighborhood are selling for right now. Then I've got a picture of the post postcard there. This postcard is camera ready to print. Just add your contact info and you're ready to go. You can print them on your own printer or take them to any printer or copy shop. Just mail the postcard and when people respond I've written a direct response letter offering to get together with them so they can find out exactly what their house is worth and which fix ups would give them the best return on their investment. Plus you get a free magazine article style report called 10 Ways to Make youe House Show Like a model home in one weekend for less than $200. Just add your contact info as the author of the report. You can print it in color on your printer or in black and white, whichever you prefer. Then all you do is include a printout of the homes that have sold in their neighborhood in the last six to 12 months and the homes that are for sale right now. So here's what you get. Number one the camera ready listing Getting postcard Number two the direct response appointment Getting letter three. The magazine style article ten Ways to Make youe House Show Like a model home in one weekend for less than $200. All you do is add your contact info and you've got an EAS listing getting system. Today's Thursday, August 4, 2011 and you can get all three of these tools for free. Just leave your name and email below and I'll send it to you. I'll send it right to you. They leave their name and their email address. Happy listing Getting Dean Jackson P.S. i want to hear about your results using the system. All I ask is that you send me an email with your results. So that model right here. Very instructional for anybody who wants to do any kind of initial lead generation for any sort of niche. So if I were Robert what I would do to model this is I would find one strategy. If you're selling a kit to people that have lots of strategies for them to get new business, the very best way for somebody to want to eat all of your cheese is to let them sample some of your cheese. So if you were to give them one strategy, something easy that they could try and get a result without any obligation to you, without any sort of even mention of you. It's almost like you're doing this as a, you know, just a way to share with your, with your, your colleagues, with the people in your industry there. You know, when you look at this, the website, the listingnextdoor.com, there's nothing about me, it's not about me, it's about them. It's about here's what I've got for you to get new listings and people are very excited about it. We get a very high opt in rate on that page and then I'm able to start a relationship with people and invite them to come on a tele class where we show them how to get the most out of this program and introduce them to the. I have a program that sells for $349 called Getting Listings and it's got all kinds of turnkey tools for how they can get listings. So it's very similar to what Robert is doing here. And I would say that for anybody trying to break into a niche like that is find something that you can give them that would get them a result in advance so that they're more than happy to leave their name and their contact information. I mean, whenever somebody's making that decision, you have to imagine that there's this mental scale going on. You know, those scales where you like a fish scale, you know, we put one on one side and something on the other. And on one side they're weighing, you know, do I want to give up my name and email address? On the other side they're looking at everything they're going to get. And that that side of the equation, the benefit that they're getting has to far outweigh the cost of leaving their name and their email address. So it's not even a consideration, it's a thud on the other side. It's so powerful. What do you think, Joe?

No, I think you're absolutely right. And I think someone that's not even an information marketer or selling kit should still take a look at the website and thelistingnextdoor.com and just literally understand the psychology that is being used here. I mean, you know, we could always make examples with. I love marketing too. I mean we are just giving out useful information. When I did the last episode where Dean interviewed me about the magic rapport formula, you Know, one of the things about being useful to people is that exactly that however you give them something that is useful, something that they can get value from right away, a strategy that they can use, some secret that would just be helpful to them. People want it, people need it. And if you give it to them and offer it to them, they will not only give you their name and email, but they will give you money in many cases. That's one of the challenges with so much of the nonsense that is taught to people in marketing about brand building. Build your brand, build your brand. It keeps people fixated on them versus nobody cares about you, they care about themselves. And you've got to tie it into. That's Dean's whole entire premise about give them cheese. That's why you need to get brand building out of your head first. Until you actually have something that speaks to the wants, desires, needs of your prospects and your clients, it's all a positioning game. And I will say what I said at the very beginning. I think a lot of technology causes people to be spending all of their time getting ready to get ready. I got to set up the website. You know, I have a friend who has a. Another friend who recently started a carpet cleaning business almost, and I say recently bought the equipment. Hasn't really kind of put his shingle out there, you know, I mean, he's. I'm sure the guy's got business cards and everything, but she was telling me that, you know, he's like, well, he can't really launch it until he gets his website set up. And she's like, no, you don't just go out and start selling. You don't need a website set up. Start cleaning people's garbage. You need a job. You need a job. So many people suffer from that sort of stuff. But yeah, I think what you said, I completely agree with. I wouldn't add more to it because there's not more that needs to be added.

Awesome. Okay, so I think there's some great lessons in that for anybody, especially in information marketing business. That's a very dependable model.

Let me mention something too, because since you're talking about free reports, there's one question that we got in, and I'm just going to touch on this one very shortly, but it says, actually, you know what? No, it is a longer one, but let's see. I'll just mention one part of it. Let me see. Okay. No, this one's actually short. It's a guy named Jeff and he said if free reports are overdone, what works now to get people to respond? Ryan Dice says this is the case now.

First off, Ryan Dice thing about that. Yeah, what you know, Ryan Dice is.

A good friend of both of ours. I was at his office yesterday with Mary Ellen Trudden. Yeah, I was in office yesterday. Here he is.

If he's saying free reports are dead, he's got one of the hottest free reports going right now. One of the hottest free report offers right now is out there making his way all across the web about how, you know, the. The end of the web as we know it. It's a free report.

Yeah, exactly. So my point is, whenever you think long copy doesn't work anymore because everyone is doing it, people are going to say that crap forever. And it's nonsense. It's just utter nonsense. And even if you have a marketer say that, it's probably because they've got a new twist on the same thing and they're trying to position it so that it invalidates all of the other marketers or whatever. And I can assure you Ryan Deiss gives out all kinds of free information, be it in the form of video or in print or webinars or teleseminars or events or whatever. He would give out free bobbleheads if it could convert into leads and sales. And he's a very sharp guy. He really is.

Absolutely.

Yeah. I got some videos I shot that probably need to be edited at his office, but we did a whole brainstorm session yesterday. It was awesome. Don't for a minute think that anything that we're talking about here doesn't work anymore. Because if it wasn't working, we wouldn't be talking about it. Secondly, everything we talk about, we do ourselves. Me and Dean have. We sell millions of dollars worth of stuff every year using all of the strategies and techniques that we tell people to use on. I love marketing for free. Would we like you to buy some of our stuff and come to our events? Sure, if you want to. And if you never buy anything, we know that the vast majority of people that listen to this are never going to give us money. And that's fine. It doesn't matter if you put enough stuff out there. Life gives to the giver and takes from the taker. Just put good stuff out there. You're going to have a lot of people that may request reports, and you might have to, in some cases, give out dozens, hundreds, sometimes thousands. You can do a lot of this robotically and in a very easy, lucrative, and fun manner online.

Yep.

I just wanted to speak to that. Okay, let's go to the question from Zach because Zach is coming to the New York event. So Zach is a guy that's already ponied up some cash. So I think the least I could do is answer his question here. And Zach, I'm looking forward to meeting you. Sean Phillips, Bill Phillips brother actually sent me a text saying yeah, Zach, I think he said a madman or something like that. Meaning in a nice way.

Perfect.

Zach's question. I'm going to read this and then throw in your 2 cents on it and I'll do the same thing. He actually has a company called undergroundstrengthcoachcertification.com and I'm doing an event in two weeks, by the way, that Paul Zane Pilzer is actually speaking at along with a VC guy that is one of the early investors in Facebook and basically runs about a $2 billion $3 billion fund. I don't even know he's going to be speaking. Also, Ned Hollowell is going to be talking about Overwhel and we're going to have some of the top marketers in the world. If anyone wants to pony up a boatload of money and come to that event, it's joepolish.com Pilzer P I L Z E R if you want to hear a phone conversation with me and Paul Zane Pilzer. Okay, so he wrote, hey guys, I'll be attending, blah blah blah. I wanted to get the ball rolling. Love what you guys are doing. I love marketing. Here's my scenario. I run a certification course for strength coaches usually every two to three months. I hold my certification most of the time here in New Jersey at my my small warehouse gym. The draw seems to be coming here to experience my gym, train my athletes and see how I built my business and changed my life through this small 1,500 square foot warehouse gym while doing what I love. I was a teacher for 11 years and I left after being maxed in pay at 94k, pursued my dreams full time and made it all happen. Right now the certification is run by me and only me and some steps are currently being made to get a few other coaches on board so we can hold certification courses. Without me in other states we're going to test drive short seminars, then one day certifications and eventually full blown two day certification. I am not a big fan of traveling all the time and more of a fan of autonomy, living and working on my own terms. And I like my weekends with my family. I like staying here in my hometown with My wife and kids, which is huge to me. I'm thinking I need to take this certification to the next level and start an organization or federation of sorts. So it's not a one man show. What do you guys think or have experience with other guys taking certifications to the next level in their own industry? Pretty much every certification I hold has coaches flying from overseas to my New Jersey gym. Australia, Europe and UK are common visitors here. I have a certification this weekend with an ex Navy Seal who's flying in. I'd like to take this to the next level. Just not sure if the draw to attend a certification will be there without me being there. And any advice you guys have on taking certification to a much greater level, federation, organization, etc. Any quick tips? Sorry, I know this is a loaded question. This is my sales page for my certification on my blog and it's undergroundstrengthcoachcertification.com See you in New York City, Dean. Hope you're in New York City. My man Zach. There you go. So I've got some thoughts on that, Dean, but you go first.

Well, you know, this is kind of interesting because a lot of times people do certification programs like this and a lot of people are very interested in taking certification programs like this. But once you kind of, you know, appeal to the people who are really into getting certified at stuff, the way to attract a broader audience of people is to show them how to make that certification a pathway to making more money or to getting more training clients and how to use that certification that they're going to have as a way to, to expand their practice. It's almost like, you know, you're really trying to not only give them certification and the training so that they're better at what they do, but also giving them a way to turn that being better and being more educated into more bankable results into more money. Because, you know, in every industry, and we see it in real estate all the time, there's so many certification programs. I know you and I have talked about this, Joe. And carpet cleaning, there's all kinds of education and coaching and certifications that you can get, but none of it means that you're going to get more money as a result of it. Unless you skillfully know how to use that.

Yeah, exactly. Part of my story was I was certified, but I was still dead broke and I knew how to clean carpets, but I was still broke and I did a good job and didn't use bait and switch advertising and cared about my clients and I was still broke the moment I actually learned how to put together a compelling marketing message. That's when it made all the difference in the world. One of the ways to differentiate yourself, especially since you're obviously so into marketing, listening. I love marketing. You're investing money to come to a very high level mastermind group in a couple weeks. I mean, all the stuff you're doing, everyone you've learned from, you know things about how to make money in the business that other strength coaches have no earthly idea about. And I think one of the biggest hooks of, you know, coming and getting training from you is you're not only going to teach them the techniques that you are an expert in and that you will give them expertise in, but you're also going to teach them methodologies on how to generate business. And that is way more valuable than just the techniques and the methods and whatever you are teaching alone. Having something that is valuable is useless. If you don't have a system for selling that which is valuable and you combine the selling system, develop the ELF strategies that you have, or any more that you can develop through working with us, listening with us, that sort of thing, all the better. And I think that should be the big hook. Now, can you tie that into a certification? Absolutely. But I would really tie into the fact that you're not only going to teach them how to do the craft, but you're going to teach them how to make money with it. Once you teach them that, that is what I would consider the big hook. That's why more carpet cleaners come to my organization to learn how to run their businesses than any other organization in the world. And there are a lot of people that are way better at teaching carpet cleaners how to clean carpets than me. As a matter of fact, I don't even care how to teach someone how to clean carpets. I mean, I care that they do a good job, but I mean, I don't, you know, I mean, my clients even know not to ask me any technical questions. Although I used to be the Arizona director of the Carpet and Fabric Care Institute and Lisa Wagner, who's worked with me for many, many years, has sat on it, you know, every, you know, she writes for the industry trade magazines, has a big successful rug plant and understands chemistry. I never talk about that stuff because that's not what makes anyone any money.

Right. And so I think the lesson from that is transferable not only to certification programs or offering things like that, but also to any type of product, any type of. If you're selling to manufacturers or if you're selling to photocopiers, to printers, or you're selling digital presses to copy shops, any of those kind of things are only a tool unless you can show them how to use that tool to make more money. The more that you can wrap your product or your service around the actual result that it's going to, that's going to be resulting in more money for them. I don't want to sound like a broken record and focus on money, but it's about money, money, money, money. I mean, that's the thing. That's the reason anybody is in business. And if you ultimately get to whatever it is, people say, well, money doesn't a very noble thing to be motivated by. But I guarantee you all of the nobler things that people say, well, you know, I want my business to, you know, provide security for me or peace of mind or, you know, time to spend with my kids. And all of those things are a byproduct of having a business that makes more money than you need. That's ultimately what it's about. So anything, it's almost like the trump card in a lot of it, you know, is that having more money. I mean, you and I have talked about this, Joe, that veto people who say that money can't buy happiness, you know, or whatever. But there's a lot of stuff that money can buy.

Yeah.

And money can buy a lot of happiness. I mean, I buy happiness every day with money. If I want to eat somewhere I really like and I don't have the money to eat there, that makes me very unhappy. And at the same time, there's a lot of good things I do with money that makes me very happy because I can really do things. Heck, I just financed a family reunion for a lot of family members that couldn't do it without me. That made them happy, that made me happy. That's cool. That sort of stuff. And it makes me happier to fly first class than coach. So, you know, I mean, money does some things. We are here to help people be happy. I mean, at the end of the day, we love marketing. We love happy people. And marketing is a vehicle to create happiness. And I say that jokingly and it's serious. I am as serious as can possibly be. Marketing is a vehicle. And yeah, me and Dean are admin. At the end of the day, that's what we kind of are. We're advertising people, we're marketing folks. And there you go. And also, Zach, a couple of people that are friends of mine that I think have really Cool. Certification programs that can probably be dramatically improved with more improved marketing would be like stretch to win.com, chris and Ann Frederick. They have a great certification program, really solid teachings. Eric Cobb with Z Health as in zebra. Z Health. I think it's z health.net, they're here in Arizona. They got a fantastic certification program. I'm not sending you to them for per se, the marketing, but just the way that they actually package up the certification and everything. They do a really good job, that sort of stuff. I'm sure there's a lot of other organizations out there that I'm just not aware of. But from being a marketing person, I can assure you there's very few people teaching strengths coaches how to make money. And the ones that I know, you know. Heck, I just was one of the keynote speakers at the Austin Fit Fest with, you know, Bill Phillips was there yesterday, finally walking because he had knee surgery on both his knees. He had a real bad accident and you know, stuff like that. But you know, they're all focused on marketing. I mean the ones that are making money. Okay, so shall we go on to Christopher from Germany?

Oh, what do you got? Okay, I had one here too, but you go.

Okay, I'll go with Christopher. Hey Dean and Joe, thank you for your terrific work with the I Love Marketing podcast. I'm currently building an info business regarding sleep quality improvement. I'm not sure if the market is willing to pay for the advice because there's a lot of cheap books and free articles out there. In addition you find on Clickbook a lot of non selling ebooks. Because I know that the traditional ebook sale doesn't work. I will try your approach. First I give everyone a free ebook that explains the whole system of sleep wellness. After that I try to sell one session of telephone coaching which upsells them into a six week telecoaching program. My take on that is either I found a good niche that is easy to dominate or that I'm completely off track. Question do you have a tip for creating excitement for subjects that people are not really passionate about but should be. Would appreciate a few thoughts on that.

You know, I read that one too. We talked a little bit. But the sleep there was somebody else who had a very similar a very similar situation where they are selling hearing and so it's kind of like the same. I think what we're going to talk about here is going to apply to both of those and to selling a service or something that people should want but don't necessarily want right now. And I think that the very best way that I would approach this is by focusing initially on the things where it. On the situations where it's so advanced that it becomes the number one thing on their to do list that they have. There are people who are so stressed out about the fact that they can't sleep that they are willing to and will try anything. There are people who have had. Have such bad hearing loss that it's almost inevitable that now they have to do something about it. And you know, I liken it a lot to, you know, we have. One of. The very first ebook that I ever wrote was called Stop youp Divorce. And it's still available@stopyourdivorce.com but the appeal of that book is that it focuses on the person who is ultra motivated to take action. They're working on their own momentum. And so I look at it that people who are in a relationship that's in trouble or in tension or in arguing or strife or neglect are not necessarily the best relationship most of the time. The let's call, let's talk about the men in this situation have a vague awareness that their relationship is not great. But they have very little interest in pursuing how to improve your relationship products or books or information. But yet the moment that their spouse says, I don't love you anymore, it's over. I want a divorce. Now all of a sudden, it's like the ice has kind of cracked underneath them and they're frantically struggling to do anything to get back to normal, to get back to that, sort of. To win them back to do that. But it wasn't until it became an emergency. And it's the same thing when you look at any type of, you know, prevention or sort of early intervention opposed to solving a problem. You know, it's like very few people are interested in getting regular dental checkups and cleanings and doing, you know, early detection for cavities. But yet there's not a person who, when, you know, when they crack a tooth and they're in imminent pain, doesn't put Go to the dentist on the top of their to do list. And so there are people, including my friend Joe, personally.

Yeah. Because you guys, I mean, I talked about that. I think on a recent episode I got a freaking root canal, you know, a couple, two and a half weeks ago or so. I even videotaped it with my iPhone. We gotta post that. I think it'll freak people the hell out, but I'll think about that. But yeah, yeah, exactly. I mean, you Know, as soon as someone says, oh, there's a problem, I want a divorce. You know, you, you want to think of this as like, what's going to hit the, what sort of life condition is creating the eject button to be hit to where they're like, oh shit, I better respond, I better act, I better do something, I better figure this out.

So, so I think that the polls, you know, the, the, the ends of the spectrum are the ones that are the most, the most have the most appeal to people. So if, if you're going to the ones who are absolutely self motivated and you are promising a solution, you're promising blessed relief to the problem that they have, that they're going to be able to hear, that they're going to be able to sleep, those are, I would start with that and make sure that I get that message in front of every single person that is having that level of commitment to getting something done. Then on the opposite end of the pole are the end of the spectrum are people who are absolute keeners, people who love to prepare and do things in advance and have the best of anything. So you know, there are people who like are, you know, really like into, into sleep and getting the best sleep and you know, if you start thinking about like almost like positioning it as like high performance sleep or you know, people who are looking for an edge, people who are, I mean, I'm sort of one of those people. I think you are too, Joe. I mean it's kind of like I'm, I. You know, there's a, there was a great book called Power Sleep that I read that, you know, I learned a lot about sleep and I learned a lot about the cycles about how, you know, your. Did you know, Joe, that like most sleep cycles are 90 minutes and if you're sleeping typically, if you sleep without an alarm clock like I do, then you'll typically wake up on a. Wake up naturally on a number that's divisible by 90 minutes. You know, so if you'll either, you'll either wake up at six hours or you wake up at seven and a half hours, or you wake up at nine hours naturally after without sort of being, you know, jarred awake by an alarm clock. And one of the things that I learned from that is if you ever do have to get up, if you ever have to set an alarm clock that, you know, they talked about people who were sort of chronically sleep deprived and learned that, you know, they've been going to bed at the same time and their alarm clock is Waking them up right in the middle of one of those 90 minutes minute cycle. So they feel completely dead. They feel completely dragging all the way through the day. And, you know, by getting up 45 minutes earlier, they feel more refreshed from. With less sleep than they do by actually going, you know, getting the full amount, getting the amount of sleep that they had been getting, which was interrupting one of the cycles. And so I. I learned things like that. I've invested in incredible tempur pedic beds and great comforters. We keep our house at 65 degrees.

Which is not enjoyable.

I know.

I was just thinking about that because.

When you come to Florida, you're absolutely freezing. It's funny, but on the end of that spectrum, there are people who would love to use sleep as an advantage. So the point of that was to attract both ends of the poles first and then sort of go into the. Into the middle by appealing to, you know, either end of that. Well, there you go.

Kind of.

Yeah, that's what I would do.

Yeah. And.

Now we said, Joe, that we would open it up for questions here. So I want to kind of honor that. We've got. We have lots of other. There's no way we could have gotten to all of the questions, but we've got lots of things that we can talk about on future episodes.

Yeah. And I just want to say a couple things before we open up the line. If we could just finish up our.

Get them queued up. Let me get them queued up. So what we're going to do is we're going to open it up for questions. So if you have a question or you like to brainstorm something or talk about something, we're going to try and keep these short and do like laser sessions. So if you have something that you'd like to talk about, you can press Star six on your phone. That'll raise your hand. I'll see that you have a question that you'd like to join in, and I'll be able to bring you into the call. Okay. So go ahead, Joe. Okay. Yeah.

So one thing I would last thing I would say about CRISPR is like, with, you know, tips for creating excitement for subject that people are not really passionate about but should be, is you tie it into things. Like, is sleep affecting your sex life? Is sleep causing you to be unproductive on your job? Is sleep causing you to have a terrible appetite and overeat? You tie it into things. Now, obviously tie it into things where it really is true. I mean, I'm not talking about making stuff up. I'm talking about what are some of the random ramifications and bad habits and forms of sabotage or things that are important to people that if you fix this particular area or improve the particular area of their life, they would have dramatic improvement in this other thing. See, that's a great. Marketers know how to do that. They know how to tie in certain things with others. So think about it that way. So I just wanted to say that that's applicable to most people that are on the call. Another one that came in, a guy named Anthony, we with appliance doctor. Real quickly, I want to address this. He wrote, because there's a lot of questions that we have that are kind of like this. And he's like, joe, what's up? What are the main benefits that we can build our marketing campaign around in a service business? Repairing the product on the first visit, being in a factory authorized service firm, being on time. I'm sure being in the carpet cleaning business, our problems are the same. Thank you, Anthony. Well, basically what I would say to Anthony is, yeah, it could be any of those things that you mentioned. However, what I would do is ask your clients. Literally ask them, do a survey, ask them. When people call up, what do you want? What's most important to you? People that have done business with you. Why did you select us? This is one of those things to where you can spend a lot of time trying to figure it out, reading marketing books, asking marketing consultants. And sometimes the best consultants that you could ever have are free because they are your prospects and your clients that are buying from you or more importantly, not buying from you. And if you take time to just have some conversations with them, you can learn things that you are never going to learn any other way. The reason I wanted to address that is there are several questions that have to do with like, how do we figure out how to sell stuff to people? And I want to put it back on you to say, well, ask your clients, ask your customers, ask your patients, ask your prospects, people that haven't bought from you. Ask them, why didn't you buy? What was it? And you will learn all kinds of valuable stuff. And in the free report, the eight profit activators, Breakthrough DNA, which if you joined us halfway through this call, you can get it@ilovemarketing.com Breakthrough. It will give you a lot of really good tips on that. Okay, so let's go with the questions, Dean.

All right, here we go. So we've got 10 to the top of the hour. Probably Go a little bit over the top of the hour, but let's see who we got.

Hey, Dean. Hi, Joe.

Hey.

Who's this?

This is Dwight in Miami.

How are you? Perfect.

Doing good. Joe, you and I actually ran into each other at the super conference back in Chicago.

Oh, okay.

Great.

So I just started an interview program kind of patterned off the Genius network. So everybody's saying that it's a great idea, but nothing like it has been done in my field. And so even though everybody thinks it's a great idea, nobody's subscribing.

Yes.

What is your field?

Martial art.

Specifically Bruce Lee's Jeet Kune Do.

Okay. Okay. Well, you know, here's the things with interviews. Interviews as standalones are hard to sell as well as a front end, especially in this day and age where you can get interviews all day long. Trying to think of what does Ryan Lee call. Okay, like Ryan Lee as an example. He's a really good marketer, a good friend of mine. He has interviews where he does with people about continuity, but he doesn't call them interviews. He calls it the reoccurring revenue report. And it's just a different name. So part of it is what you name it for one. Secondly, what is your back end other than interviews? What other products do you have other than just interviewing people?

Well, that. Yeah. The idea is to develop ultimately coaching and consulting product. Yeah.

So, you know. Okay. You know how me and Dean are doing. I love marketing for free.

Mm.

And we do a podcast.

Mm.

What if you did the same thing in your niche and you make it free? You don't try to sell anything. You put together some really great valuable stuff for those people and you give it to them for free and you build a list. Then if they find it valuable and you've got something that you can develop and create for them that they would spend money on, then you sell it to them.

Okay.

That's one way to do it.

Yeah. Yeah. I had kind of an add on.

How do you.

Is it while you're doing the interview that you make notes for what becomes the hot tip or do you already know beforehand?

Oh, no, no. For people that have not listened to one of my genius network interviews, and if anyone wants one of them for free, one that I've posted up for free is geniusnetwork.com P as in Paul 90, the number 90x. And that's my interview with Ton Tony Horton, who you see on infomercials all the time. And we have the interview where people can download or they can Listen to it online or they can download the transcript. And then we have a hot tip sheet which are the most valuable tips. So after every interview, we transcribe them and we basically pull out what are the. We consider the most useful ideas on the interview. So I never know what those are until after. After I've actually interviewed somebody. So none of it's kind of figured out beforehand. Okay, got it. Yeah. Part of it is don't focus on interviews. Your name again is Dwight, right? Yes. Okay. Yeah, I see your question right here. You launched an interview program, pattern off Genius Network. Okay. Unified Martial Art Academy. And in terms of what to show and offer your list of members to persuade them to subscribe. Make sure you really talk about the benefits of what's on the interview, not on the interview. Because saying an interview. And again, I've sold Genius Network for years and telling people to buy my Genius Network interview with Brian Tracy. Well, unless they're really a Brian Tracy fan or they're really a Robert Kiyosaki or they're a real Robert Cialdini fan, which I've interviewed 170 people at this point, that alone rarely makes the sale. It's what does Brian Tracy talk about? What does David Bachman talk about? What does Mike Koenigs talk about? You know, I mean, it's. What are they going to learn on the interview? So really focus on the benefit and do your best to call it and name it what it actually will teach them. What is the benefit of what you're going to share, that sort of stuff. I mean, years ago, there was a guy that sold a $500 cassette tape on theft control that Dan Kennedy, you know, would always talk about, not because of it was a cassette tape, but because of the content of it. So, you know, you may interview someone that contains, you know, information that, you know, could change someone's life, that could save their life, that could, you know, whatever, and that's what you want. That's. That's what you want your copy and your messaging to do. Got it.

Thanks, guys.

Yeah, cool, man. Good luck.

All right. Thanks a lot.

Thanks, Dwight. Something like that is a. You know, often the thing that people don't really realize is that even if you're, you know, thinking, well, giving them away or doing it for free, you know, you're perhaps getting a more valuable asset than money, and that's somebody's attention. You know, if you have a group of people that you have their attention and you've earned their attention and you've earned the by Giving them value. You have influence. And that is, I think, a great thing to focus on, especially if you're just getting started on launching something like that.

Yeah, exactly. And, you know, there's a lot of philosophies on pricing and free and stuff. You know, I've interviewed Jason free with 37 signals and he's not a big fan of giving things away for free. But he does have things like tada list.com which is a free to do list that 37 signals developed. And it's still a lead generator for them to sell Basecamp and the various 37 signals online services that they have. But for the most part, between fee and free, there's a lot you can do to test and see. And also when you have to give something away for free, I mean, it really keeps you on your game. Me and you, Dean, we constantly get questions from people like, well, you know, what's your angle? What are you doing? There's always the skeptical people that cannot think of anyone giving something away for free without them. It's like some calculated conspiracy master plan to try to fleece people of their money or something. And I mean, it's kind of ludicrous some of the comments that people will make about that sort of stuff. You know, my whole thing, I get a tremendous amount of joy knowing that there's people in different parts of the world. I mean, we have listeners everywhere now. I mean, some of the most we're getting comments from people in countries that I've never even heard of. And you know, to me it's kind of cool, you know, that that stuff's out there everywhere. And I make no qualms about the fact that I'm a full blown capitalist. I mean, I hope that we give ideas on I love marketing and someone goes out and they make a few hundred, a few thousand tens of thousands or whatever. Hopefully we can have some people that become millionaires out of stuff that they learned for free. On I love marketing. It's not a matter of if it's going to happen. It will happen. If we do this podcast in these episodes long enough. Even when they are not called podcasts anymore, they could be called some whiz bang technology thing that comes out. The point is if you make someone a lot of money, they will reciprocate and people will give you money. If you have good stuff, put it out there in as many ways as you can for free or for a fee. I was giving away free rooms of carpet cleaning back in 1992 before Seth go never Wrote a book called Permission Marketing or before Evan Pagan ever talked about moving the free line. I mean, we know this stuff works. And I ended up getting a lot of high priced business by giving away free stuff. And carpet cleaners every day give away free rooms of carpet cleaning with a carpet audit. There was another question in here that I won't, won't answer, you know, in.

Detail about Spotlight here. And let's let some of these people who are queued up here for questions. We're at the top of the hour right now, so we got. We'll probably answer a couple of more questions. We'll keep going.

I like how you hurry me up here long, Dean.

Yeah, I'm trying to hurry up. You can, I can talk to you anytime. These people here, we need to give them some attention.

Just don't be hurtful about it.

Hello?

Yes, Ian from la.

Joe, who do we have?

This is Ian from la.

Hi, Ian, can you, can you hear me?

Yeah, we can hear you, man. How you doing?

Okay, cool, cool. Good, good. Listen, I was wondering, like, what about. I'm not a fashion designer, but I have a friend who is and I'm helping them with their marketing and she's not. She wants to create like an image. And I mean, I know you guys promote, you know, consumer education and that kind of conflicts with like, you know, the image that she wants to portray. I know you guys are against, you know, branding and all that stuff. So I mean, what would you suggest she gives away to build the list, you know, and build her business?

That's a very interesting question, you know, because fashion is really one of those things that's sort of a.

You know.

It'S almost like an art in a way, I guess. Does she do couture or does she do like, does she sell to retail? Does she, does she have her own.

Well, she's just getting. She's just getting off the. She has things she developed, but she hasn't. She's not in any stores or anything. So she wants to sell it online first to get a following and then she'll go from there.

I see.

Well, you know, she has really cool stuff, you know, have her submit some stuff to like Zappos as an example. I don't know how quick. I mean, if she has manufacturing set up, but in terms of situations like that, you know, celebrity endorsements are huge. Tying things into charity to get exposure. If there's like a charity event, I mean, if she creates, you know, beautiful gowns for women or whatever, you know, there are things along the those lines, a really well done video talking about things along the. And when I say well done, I don't mean very expensive. I mean just a really compelling, cool video displaying her wares. Does she have any clients that will say glowing things about any of her designs?

Yeah, I'm sure. I mean, we haven't talked about that because we were focusing on giving stuff, something that she gave away to build her life list as opposed to having testimonials. But I'm sure that's something I can definitely talk to her about.

Well, yeah, I mean, definitely having existing clients and people that she's worked with. Because in the beginning, you're probably going to start this from even like a referral sort of basis if she's going to make one off sort of designs. Or is this something she's wanting to get in stores or on QVC or things along those lines.

She was.

Well, she actually had submitted herself to that show with Heidi Klum on Bravo, whatever that. And you know, she, she got to like the runner up, but she didn't get on the show. So she basically just wants to get bankrolled to start her fashion line. But she hasn't really. So she tried with that and that didn't work. That didn't work out. So we haven't really focused on, you know, QVC or whatever. You know, we're just focusing on doing it online. Kind of like Kid Rock, how he couldn't get signed and so he basically built his own following and then he named his place in record companies once he had a following. So that's the kind of thing that.

Like, you know, as you're saying that like Joe. Joe was saying how celebrity endorsement is very big and things like that. And I think that's true in going to a national audience, but I think if you. There's also people who are celebrities in their circle, celebrities in their, you know, their influencers in their own communities. And I think that would probably be where I would focus like looking at, you know, who, who is the person that this is that this, this fashion is most appealing to? I mean, is it, you know, is it for, you know, women over 50, like Chico's, or is it like, you know, young, you know, hip teenage girls? Is it.

Yeah, that's, that's pretty much it is young girls.

Okay. So, you know, in any situation like that, there are, there are, you know, you maybe call them the cool girls or the, you know, the, the ones who are celebrities at their house, school, you know, or celebrities at their group that Those kind of people are maybe influencers. You know.

Are you saying you give them clothes for free to wear and then get exposure that way?

I think that that may be a. That may be a good way to do it or give them, you know, at least some sort of a VIP rate on clothes or something with things that maybe they could give to other people or, you know, that's kind of a. I've never thought about fashion as a. Because you don't really think about fashion as something like that. You would apply direct response marketing, but I imagine you could. I mean, you look at the J. Peterman catalog, you know, it all started with that one duster coat that he had. Yeah, yeah. Can I say something?

Yeah, absolutely. I mean, there's a starting point for everything, and I think it sounds like your friend is driven because even getting his runner up, which you can still use, there's a lot of marketing fodder with that. What I would encourage you to do do is read the breakthrough DNA report, especially where Dean talks about the very first one is selecting a target audience. And obviously you've already done that. And what I would do is something like what you could give away for free is you could give away tips on how to dress and how to be cool. And you can model it very much like our friend Gary Vaynerchuk, who we've interviewed on a previous episode of I Love Marshall. He started Wine Library TV. He now reached 1000 episodes of it. But this guy literally gave away a video every single day, did a thousand episodes. We're talking a 50, $60 million a year wine business just teaching people about wine. And have her just do a video blog talking about fashion. And if she does that every day and she has really good tips and really good content and she can display her stuff and show people how to do stuff, the fact that she's out there putting good, useful advice out to the world will create a following and it will pick up. And that's what Gary did. And you've got a model right there. By looking at Gary Vaynerchuk, I mean, go and look at his very first episode at Wine Library TV and look at what he did in it and how. I mean, the guy ended up on Conan o'. Brien. He ended up on all these TV shows. I mean, you know, he's a multimillionaire by what started out as a video blog, teaching people how to drink and select certain wines where, you know, he was the complete, you know, opposite of what people perceived as a wine expert. And the guy Is one of the top in the world now.

Yeah, no, I read Crush. I'm very familiar with the guy. The guy is amazing. Now, did he do anything?

I mean, he's already paved that road into different categories. And so part of it is this model. The same thing. I mean, to me, you could do the exact same thing that he did with fashion.

That just reminded me of Joe. Hugh McLeod was working with an English tailor from Savile Row, and he had a blog called englishcut.com and this guy would just talk about tailoring. He made, you know, $4,000 custom bespoke suits and would fly over to the United States, and people would meet him in New York or Atlanta or San Francisco, and he would do all their measurements and go back to England and make their suits. But look at his blog, because that may be an interesting way to do it, is to go take the position of, you know, revealing what the fashion industry is really all about, like, give people an inside look at the fashion world, you know, because she might have a great perspective on things.

Yeah, she has an opinion.

And if there's another way to tie it into something. Like, you know, when we interviewed Blake Mikowski, the founder of Tom Shoes, where he has the one for one model. Yeah. I mean, if there's any way you can create a one for one model with her clothes, do it. There's another exact model, which I think is so darn creative there. And I mean, look at how big he has built that business and how much good in the world he's done as a result of a very unique way of just selling shoes. There you go.

Yeah. No, it's brilliant. Brilliant model.

Well, does that help or do. Was there something you're trying to say? We kind of cut you off because we're trying to answer.

Oh, no, no. I was gonna say, well, what did. What did Gary do to offer for free to build a list? I know he had the shows and.

All, but what did he offer?

Free.

That's what he offered for free. No, it was literally advice. I mean, education, but I mean, those.

They can just go to ustream and get it. How did he get them to opt in?

Well, because it was valuable because he has a unique perspective.

Yeah, yeah, He's. He's wild. He's wacky, he's kind of crazy. He's animated. He's interesting. He, you know, is completely the opposite.

No, I know, like, all about that.

I'm just saying, like, did you have a specific, like, ebook or product or video that you couldn't See on your stream.

But, you know, no, no, see, here, here, here. Quit trying to overanalyze too much. You're literally. That's what you're doing. You're like, you need a widget. Well, you could have a free report if you wanted to do a free report. Or a whole fashion spread on the 10 Ways that Cool girls dress. And you have it, like, in cartoon figures. Or if you really want to get crazy, you can do the Ken Roberson speech with RS animate on education, and you could have a whole animated cartoon sort of thing drawn up. I mean, you can do stuff like that, or you can just simply put her in front of a freaking iPhone video or in front of a webcam holding up a shirt or a dress or whatever, and have her talk and just keep doing it. I mean, you know, the widget could be the video. You know, free video reveals, blah, blah, blah. Right, right, right.

Okay.

That's what I'm saying. I'm not trying to be rude. I'm just saying, you know, a lot of times you don't need. You know, I mean, you kind of. You know, sometimes the education is the thing. And if they're like, wow, I'd like to buy some clothes from this woman. This looks really cool. Then you can start getting creative with 10 girls she puts together and starts talking to them like, do you like it? Do you hate it? Like it or hate it? Cool. Whatever, clothes. And you can let people vote, and then you get people engaged. There's some sort of. But the best way to get started is just to get started. So my recommendation for. For your friend, Watch an episode of Wine Library TV and model it as best you can and do a video blog that teaches her niche, how to actually dress and uses her example of clothing to talk about it. And while she starts building up that blog, she now has a place to send television stations, places she wants to carry her line. Start building a list that way. That what I would start doing.

Okay, that's fantastic. I just want to say, you guys are, like, brilliant. I love your stuff. I've listened to. I got in late, like, you know, a few months ago, but I downloaded every single podcast, and I've listened to every single one, and you guys are just really doing a good job and putting a lot of goodwill out there. I just want to thank you guys for that.

Absolutely.

Sure.

You bet.

And, Joe, one more thing. I just want to know. I know you're, like, great friends with Richard Branson. I just want to know if you don't Mind me asking, what would be the top thing, the most profound thing that you've learned from Richard Branson that has really affected your business or. And your life or whatever, but just the one most profound thing that you've learned from him, from being a friend of his.

Probably just think big, not have any limits whatsoever. Don't ever put a ceiling on what is possible and that you can accomplish many things in this world as long as you have the ability to really think big. He's a big thinker.

Excellent. That's great.

All right, guys, thank you so much. You've been in great health.

Thank you.

Thank you.

All right, Dean, who do we got next?

Hey guys, it's Josh.

Have this in League City, Texas.

Hey, Josh, how are you?

That's my.

Yeah, Mr. Jackson knows who I am.

Good.

Very cool.

Yeah, I dig this stuff, man. Been watching it since day one. We're really awesome. And Mr. Duncan and I tried. Duncan watch him all the time.

It's just great stuff.

Dean.

I've been trying to. Since this is really real estate related to actually what Chuck is doing, I've been trying to do model the reviews that Chuck is doing, the daily reviews.

And this is somebody listening. Chuck, you're talking about Chuck Charlton, who's one of our money making websites clients. He does a daily video blog on all the new listings that have come on the market in his. In his marketplace. So. Okay, carry on, Josh.

Yeah, and I think that. And this is probably where you guys were coming from, stop me from wrong, but I think that the valuable part of what's being offered there is Chuck's opinion and Chuck honest opinion at that about the homes that are being reviewed. So I've been trying to wrap my head around if it. Is there some magic formula about doing them Monday through Friday daily, or is that just a name? Could I. I've seen so many successful programs, including so many of yours, Dean, that are, you know, bank owned weekly, weekly podcast and you know, I like weekly.

I mean, I think you, you and we do this once a week. I think, I think that the minimum frequency to be taken seriously is, is once a week. I think you have to commit to that. It has to be valuable and it has to be, you know, it has to be dependable. You know, you have to like I, you know, we've been doing these now. We haven't missed a single week all year. Every single year. This is our 30th episode and people get into pattern. I mean, you're aware that we post a new I love Marketing episode every Sunday night for the early birds. And it's available for everybody on Monday. You know, but people, we have a lot of people who, you know, build their Sunday night around coming to. I love marketing. They download their podcast, they download the transcript, and, you know, maybe they listen to it on their way to work the next day or. But they. It's dependable and it's, you know, they know what they get. They're going to get an hour, at least of our very best advice, our very best education that we can give, tips, things that we've learned. And so I think that that's what people really want is, are you adding value? You know, the thing that Chuck is doing for people who are looking for a home and they are, you know, it's. They have their rabid followers because they are. They're really interested in that. Now. The advantage of doing a daily is that when people are, you know, really at the point where they're imminently going to buy a home, it's the. It's the top thing on their mind. They're scouring the market. They know about all the houses that are for sale. That new information is what's really appealing to them, and he's the only one that's giving it to them. You know, you might lose a little bit of that on the weekly basis, you know.

Well, I was actually thinking twice a week, and I don't know if there's anything special about that, except, you know, I was going to do one on Monday and one on Friday, and they still get all of the homes. It's just broken up into twice a week. And my thinking behind it really was, was if, if, if I'm going to be sending these out to people who are possibly not moving for six months or later. If I start emailing them every single day and they're not moving for eight or nine or 10 months, I'm going to lose them. You know, I'm not going to be speaking to them correctly. You know, so I was trying to find a happy medium to where, okay, if somebody's ready to move within the next few months, if I'm emailing them twice a week with this information, I still think I'm getting in front of them enough to where they're going to be, okay, who is this guy? What is he doing? Let me, you know, let me, let me watch this. Maybe I should call Josh or email him and ask him a question, you know, versus monthly and stuff like that. You know, monthly is just. They don't have any Interest for a long period of time, you know what I mean? So I think twice a week. And I just wanted to make sure there wasn't something that you guys found to daily. That it has to be daily in.

Order to be successful. Because I love.

But I tell you that it is more successful. It's the, it's the most successful. You know, just based on what I mean, Chuck's business is exploding right now.

Right.

And all driven by that commitment to doing those daily videos. So, you know, it's. But there are lots of people who are having a lot of success doing a weekly email without video even, you know, But I think that there's.

You.

Know, it really is about how successful do you want it to be? You know?

Right. And I would be, I'd be really curious to know if Chuck actually took that same list and did it twice a week. He would probably get, I believe, because of the value he's given them. I believe he'd get the same results. And I would, I would love for him.

I think that you should prove that.

And maybe so.

Yeah, yeah, yeah. Let me, let me, let me jump in here too, because here's. But you got to listen to yourself because you want to fit this model into a two week thing because either that's what you think is the right thing or that's what you're willing to do. However, the only way you're going to know that is you're going to test it so we can talk about it for two hours and we wouldn't know that until it's actually tested. And secondly, you really got to ask yourself, what am I willing to do and what am I willing to test? Because the only way you're really going to know this is to go out there and do it. You have some good logic there. But there's also an existing successful model. My take on it is if I had a gun to my head and I had to literally pick the thing to do that would give me the highest possibility of success. And there were other models that I could look at that were producing the result that I want. You bet your ass that I would go that way. Or because if I didn't, the gun goes off and I die. And you know, now fortunately we're not in that situation. And unfortunately some people are not in that situation because it allows them to be lazy and come up with things that they're not going to do and you know, part of it. And when I say lazy, I don't mean like you should be doing something every day if you hate it and it's not going to fit in or whatever. What I'm saying is you really got to test it for yourself. And, you know, Dean did say the right thing. I mean, you. You really should be the one to prove that you can do it. Because after all, let's say that you did do it two days and you get the same sort of results or even better, man. You know, you just. You just created innovation. But the flip side is what does that.

Because right now, as it stands, I just had lunch with Chuck today, and you couldn't. You couldn't pay him enough money to not do the daily videos.

Right, right.

The test on it, you know, I've got a list of, unfortunately, 30 people, you know, and that was the next thing that I'm trying to learn is how to correctly, you know, build my list. So, yeah, I'll know more whenever I can actually get, you know, more people in there. And there is a flip side to doing those reviews because I'm still doing all of the homes. The videos are longer, you know, so it's not like I'm trying to cut out of work or anything like that. You know, it's just. I was wondering if it would.

It would actually narrow. I think you should narrow your focus to enough where it's. It's not overwhelming, you know? Know.

Right.

You might be trying to do too big of an area.

Well, I'm doing League City.

It's.

And I asked Chuck about his population for Milton, and it's about the same population you. Relatively similar numbers. I'm not trying to do Clear Lake Friendswood, Houston. You know, I have narrowed it to League City, and it is manageable and it does keep me busy. Whether I'm doing it twice a week or. Or daily. I'm still researching every single day, you.

Know, so what we're going to know definitively 100 episodes from right now, what the answer is?

Absolutely.

Today you'll have 100 episodes under your belt.

Yeah, well, I've been doing it for about six months for Daily. Granted, I have missed a couple of days here and there, but I don't have a list. I've got 30 people I'm sending them to, you know, so I need to build.

Yeah, you got to have the audience.

Yeah. Yeah.

Good.

Well, I appreciate it, guys. Thank you so much.

You are welcome.

I can't wait to hear it.

Thank you. Read the breakthrough DNA report that Dean just set up@ilovemarketing.com Breakthrough. And if you want to come to our event and go through a whole training on it. Go to ilovemarketing.com VIP and get yourself registered for that because it will be awesome. And I do want to mention that one. One of the questions that came in, Dean, it says question about I love marketing event in Phoenix. I want to do the early bird registration, but there's no place to add my spouse to the order. Adding two forces you to buy two complete tickets. I don't know if that's still the case up there. If it is, I want to give out a phone number. It's probably too late in the day if you're listening live right now, but you can call tomorrow my office. If anyone wants to add a second person, just call 480-8550-008480-85800. If you forget our phone number, it's on our website@joepolish.com just say you want to come to the I Love Marketing conference. And if you want to bring a guest right now, you can bring a guest for $297 if you are registered. And there is an early bird, very special rate for everyone that is listening@ilovemarketing.com VIP get registered for it. Dean, I know we are out of time and I feel one more.

There's one question left and I'd like to do that. So let's do that.

Cool. Go for it.

Here.

Hello? Hello.

Hey, guys.

It's. It's Dr. James from dog health dot com.

How's it going? Awesome. How you doing?

I'm doing great. Listen, first question I have is, do either of you have dogs?

I do not.

I do not know.

I had one a long time ago and my father gave it away when I came home after like a year of having a black Labrador named Panther and was devastated. And I ended up, I think, getting reptiles and, you know, tropical fish afterwards. Here's my question.

We our business. You know, there's not a lot of Internet marketers in the veterinary world. And I am in a very specific niche based around dogs who have had ACL surgeries. And that market alone is a $1.3 billion niche in a very small niche that is veterinary medicine itself. But we are trying to market to both veterinary professionals and consumers at the same time. Veterinarians in general don't want to change their ways. So a year ago, we started giving our books away for free to pet owners. And we've been, you know, wildly successful with that. And, and so my question is, how do you just on our company's Website and our presentation.

It's like.

We'Re trying to be two things and we're having a hard. Or I personally am having a hard time at directing my people as to.

How, you know, you know what you're absolutely gonna love. Have you downloaded the breakthrough DNA report yet?

Got it.

Just.

I mean, you've already done it.

Yeah. Okay, so you're gonna see that there's you know, an example there of, you know, trying to you how to serve two markets but have each of those markets feel like they're the only one that you're serving. Two different photography companies or two different. One photography company with two different approaches that you know, one has a website called We Shoot and the other one is we shoot bottles.com and all they do the whole thing on that website is how if you've got a bottle that you need to have shot, you know, if you have beverages or wine or jams or anything in a bottle, these guys are the specialists at making it look its absolute best. And then the same thing, you know, with We Shoot cans. And so I think, you know, that first profit activated of narrowing your focus to a single target market at a time is really, it's profound the impact that it can have on your, on your business.

You know, the only difference is, is that where my, I guess the follow up with that would be is that you want. I am one company. You know, my top.

I understand you're one company, but okay, Procter and Gamble is one company and high 23 individual billion dollar brands.

Right?

Beautiful.

Okay.

Yeah. If you see all the stuff they do just for like, you know, some of the big companies like surgeon or any rest, you know, Crest toothpaste, just everything related, you know, it's like, it's like insane.

So here's, here's the thing guys. I followed you from day one. I don't remember how the hell I found you. But you know, I, I wish that there was value that I could return in your life. And you know, that's why I asked if either of you had dogs. Because I couldn't dream. I mean, I love marketing. Comes out of my mouth every day and I make all my staff listen to it and I make all these young people that I mentor listen to it. And I just can't even fathom, you know, it's just fantastic. So I appreciate it, you know.

Thank you. Really. Yeah. That makes, you know, that makes it, you know, so much more meaningful as to, as to why we actually do this. When people, you know, tell us and we, and we love that. And that's, that's really awesome. And by the way, if you, you know, I don't even know if she's available. I, I have a friend who's been in direct response for years and her number one love in life is dogs and taking care of dogs and being involved in dog shelters and adopting dogs.

I want to be her friend.

Yeah, yeah. I mean she may be available for consulting with you on stuff or available for hire, but send an email to ginaopolish.com regarding information about your company, kind of what you're looking for and I will have it sent over to her. And, and you know, then, then she.

How should I address it to say, just say, you know somebody that Joe knows. Yeah, Joe the networker knows within the rescue world.

Yeah, yeah, just put, Joe asked to, you know, email about dogs. Just put dogs in the subject line and I'll tell Gina to look out for your email and get it to me.

Alright, very cool. Listen, I, you quoted me on, I don't know, podcast three or something like that about this direct marketing campaign that I was doing to veterinarians. I picked this very targeted, high level list of like the best hospitals in the country. I sent out what I thought couldn't have been a better three step piece. And I don't know, man, the veterinarians, they're tough, it's a tough group to get in through those medical hospitals. And so it wasn't wildly successful, but.

It was successful enough. Well, and see that's what you know, as long as you're successful enough, you keep honing, you keep honing, you keep honing. And I mean, see that's, that's the reason a lot of, of people never really kind of get fantastic, stellar results is because they just, they're not willing to go through the psychology and the testing stages. Marketing is applied psychology and you got to get inside people's heads. And I'll tell you, if all of this was so easy, we wouldn't be doing a podcast. I mean it was. If me and Dean talked about all of the failures that we had, trying to think that we would actually hit one out of the park. I mean, we have a lot more misses than we have hits. But the point is you have failures.

I don't have any.

Never had a single one. Oh yeah, yeah. You know, be willing. You know, it's, it's the whole joke of in life it's called failure. In the marketing world it's called testing.

You know, you know what, I thought it's fun.

I mean, yeah.

I'm having a blast through the entire thing. I'm always enjoying every day, you know, playing with it.

It's fun.

Yeah. It's especially fun when you actually freaking hit one. I mean, when I first got a winning campaign, I was like, oh my God, you can actually rig the game in your favor to win. It's like a slot machine that you've frickin figured out how to fool. And that to me is I'm gonna.

Write your one page essay. And I will tell you honestly that since I've been listening to this, that from last year I've gone up 300% every month.

Wow.

And I feel so that was obviously starting with low numbers, but I remember getting one order in my products a week and I was psyched about it to where now I just had my first thousand dollar day without even running a promotion. I'm having fun, man.

Thank you. Rock on.

I will see you guys out in Arizona.

Appreciate it. Thank you.

All right, take care.

All right. And there we go.

Okay, that was our first live one.

And so again I will say, successful first live episode.

Yeah, yeah. And I wish we could have covered every question here, but they literally we, we got so many which the good news about that is we got a lot of listeners and we hope that we selected questions that were quite applicable to everyone. And like I said, we're going to do a live call on Wednesday so we will email you details about that. It will be at 5pm Pacific, 8pm Eastern next Wednesday, same phone number. If you want to put, put that in your schedule right now so you don't forget. And please tell your friends and neighbors and even people you don't know, especially on the bus to go to ilovemarketing.com and listen and to come to our event. I hope you come to our event. If you would like to. It's ilovemarketing.com VIP again. Last thing I'll say on the Breakthrough, go and get the breakthrough DNA report. 8 profit activators you can trust trigger in your business right now@ilovemarketing.com Breakthrough Some of the comments on past episodes that were posted on Facebook have disappeared. Some people have asked what happened to the comments. There was a Facebook add on glitch thing on our site and we are trying to get some of the comments back up. They still exist on everyone's Instagram, individual Facebook page, but they are not all together there. So we have literally lost hundreds of comments on I love marketing, at least the Facebook ones. So in case anyone is wondering why, that is why we are trying to get them back up there. And if we can't get them back up there, we are going to be bummed. But from this point forward, please post, please comment, and please keep on listening. Anything else you want to say, Dean?

That's perfect.

Okay, Good night and goodbye, everyone. And we will talk to you next week. And for those of you listening on the recorded version of this, do everything we just said on this call live. It still is the same. Goodbye.

There we go. Perfect. Bye.

Sa.