THIS Mindset Will 10x The Quality of The Offers You Make Your Clients Feat. Dean Jackson

What would you do if you only got paid if they get the result? There's so many different ways to get yourself in that mindset. Jordan Peterson has a great book called 12 Rules for Life.

And one of the things that he.

Says is treat yourself like someone you're responsible for helping. And I've just kind of taken that and turned it just a little bit to say, what would we do if you were responsible for helping your prospect get the result? And all of this just helps you really understand what is the best result that you are capable of creating for people. And that helps you identify what your kind of signature result is. And when you're crystal clear on that, it helps you be able to make better offers to people as well, because you have more confidence in your ability to get it.

So back in 1997, Dean Jackson created the Squeeze page where you enter your name and email and you go to the next page, which then became the modern day opt in page. This dude invented it. So now millions of websites use it. People refer to him as the Marketing Buddha. I've known Dean for over 25 years. We started the I Love Marketing podcast in 2010. Super, super sharp dude. And he. You're in Florida right now, right?

I am, yeah.

Did you get one of the Toronto colds that everyone had?

I got one of the Dan Sullivan super Spreader specials.

And Dean, actually Eben Pagan. So Evan Pagan is the one that has popularized the avatar in marketing. Find your avatar. Who's your niche. Dean is the one that taught Evan the model that Evan built the largest online dating adv. So, yeah, there's a lot of domino effects with. So that's enough to say nice things about Eudean. Beyond that, he's not a very good person, but he has some good marketing ideas. So talk to the signature result because this I think will be a very valuable exercise if you really think through. And I'm doing it for myself also because one of the hardest things for me to figure out with the different things I'm working on is what is the signature result that people do? Like I deliver connections. I basically assess assemble unicorns to deliver connections that are beneficial to people. But how should we think about this, Dean, before we go into it?

Well, I think this came from a discussion that we were having probably a couple of weeks ago around as I was asking you this same question. What's the signature result? And one of the things that's really helpful is if you can clearly define the outcome that people are going to get, the result that people get from being part of your program or working together with you or any kind of engagement and having that kind of clarity puts you in a position of being one of one. I always like to look at things, if you can define things in a unique way that are. I often talk about a term that I made up called proprietary metrics, where if you can identify a metric that somebody that is going to be an outcome that somebody's going to get, and it may be a metric that they don't even. They didn't even know existed until a couple of minutes after you told them and that when it makes sense to people, it gets some clarity for them.

On, on what the result is that.

They'Re going to be able to get.

So, you know, you and I, Joe.

When we talk about in I love marketing, we talk about the before unit, the during unit, and the after unit of a business and treating each of them as separate units. The during unit being the part of the business that does what it is you do. The full engagement. The result getting the after unit is the part of the business that nurtures lifetime relationships with people and orchestrates referrals. And we treat the before unit, all of these as individual business units. The before unit we treat as a supplier to the during unit. And what they're supplying is a constant flow of your ideal clients at a price that you would be happy to pay. Now, each one of those has metrics that you can measure. So it's. It's not enough for people intellectually to understand that, oh, that makes sense. A before unit, during unit and after unit. What makes it real is when you start to now attach proprietary metrics to those things that will let people know.

How they're doing or where they are.

So a lot of times when we look at the after unit, one of the things that we talk about as a proprietary metric that we measure is return on relationship. So if we say that in the top level of it means that of all of the people that are already clients and customers of yours, how much of the revenue in the last 12 months came from people who've already done.

Business with you or were referred by people who've already done business with you?

Most people don't look at that. I mean, if you think about in. If anything, a lot of times they might think that some percentage of their business comes from referrals or repeat, but they don't really attach it to a metric that is standardized in a way that you can see it improve relative to something constant. So on the real estate side, for.

Instance, we look at the number of.

Past clients that you have and your top 150 relationships and we look at how many transactions you did in the last 12 months that came from that group of people. And, and then we measure it as a return on relationship. So our gold standard for the real estate industry is if you have 150 relationships, we should be able to manage that relationship portfolio for a 20% annual yield.

So that means that you should be.

Able to generate 30 transactions from your group of 150 people. Now, those metrics, no matter what your business is, that metric is there. And you may not have an awareness of it, but measuring it for the first time gives you at least then a baseline to look at what you could be doing to improve that.

And same thing in the during unit.

We look at what we call a multiplier index.

So you take the most, you know.

Likely thing we would do.

I was doing a lot of work with the mosquito authority and franchise and one of the things that we measured.

We called the yard multiplier index. So every time they got a new client, we had a metric that showed.

In the next 30, 60, 90 days.

How many additional yards could we multiply that by into, by getting the neighbors, the friends of the people who got.

Their first treatment with us.

And then in the before unit, one of the things you can measure is like a vending machine.

Hey, I hope you're enjoying this video. And I want to let you know that I have a new book that's come out and if you'd like to get it absolutely free, there's a link below below in the description or you can wait till the end of this video or you can simply go to Joe's freebook.com and you can get a copy there.

And that's what we're really looking to do, is set up a prospect vending.

Machine that will yield that will deliver ready to act clients, new clients for.

Your during unit at a price that you're happy to pay.

And it goes beyond kind of cost of acquisition.

Right. That that's.

Everybody would have the closest. But you'd be surprised at how few.

People actually really have a handle on.

What their cost of acquisition is. At the best, they often take all the business that they did and they.

Take their ad spend as a percentage.

Of their total revenue. I find this in, in home services companies all the time, H vac, plumbing, all of it. They typically will spend 12, 13% of their total revenue. But when you really dig in and look at it, over 30% of their business is coming from their after unit. So they get this false sense of that they're. That their before unit spending is generating revenue. So we look at it as, how can you set up something that, you know, Joe and I've talked about this idea of using, setting it up like a vending machine versus a slot machine that a lot of times people, when they're doing advertising, they're putting money in and they're pulling the lever and they're come on seven, hoping that something happens. Right. But it's not as predictable as selecting a single target market, pushing the button and outcomes, the outcomes, the ideal client that you want at a price that you are happy to pay. So all of that to say that in whatever you're doing, your engagement with people is going to result in a particular outcome for people. And if you can get them to measure anything that's quantifiable and show, demonstrate as we get into some of these numbered things that Alex wrote up here, that some of them, when you can demonstrate that other people, this is what the standard is for these. If you introduce a metric and you show them that other people are getting this result, that now they've set up this vacuum, pull them towards wanting to get that outcome for themselves. So it works perfectly for quantifiable things. But for qualitative things, there's nothing better that I've ever seen than Dan Sullivan's two score scorecard model, where you've got, you can actually quantify qualitative things like mindsets and the way people feel about their result in something that wouldn't be tangibly sort of quantifiably measurable. And when you have people find themselves on Dan's scorecard in your kind of four groups, failing, frustrated, winning traditionally, or transforming. If people are frustrated and they know now that the transforming column exists, there's that gap from where they score themselves to where they want to be that becomes the quantifiable way to measure qualitative things. So that. That's kind of the what I would consider the setup for something like this. Because no matter what, we're in the business of generating a result for people. Anytime we're engaged with somebody, they're looking for some. Some kind of a result.

Yeah, I walked to the back of the room because somewhere I have a stack of the genius network mindset scorecards based on Dan's model that you just described, which we'll hand those out to everyone so they can see an example. So also who's joining us on Zoom is Andrew On. I think Andrew might be on. I don't see him anymore. Okay, we'll have him come back on. So Andrew's with Delphi. And so you heard Mike talk about the clone yesterday. We're going to take you all through some thinking about your signature result. Have you write it down, then we're going to put you in groups and have you talk about it. One of the cool things is after you can identify what the signature result is, you can actually program your clone in order to deliver it and speak about it and talk about it. And so I was talking with Andrew and the founder of Delphi yesterday via back and forth audio text messages. And so they're going to set up the white glove service for every one of you. They're going to have this done within the next week or two and we're going to pay for it for the entire year for you. So you will have your whole clone, everything. And it'll be badass. And if you want to get it set up, but we're going to have Andrew, come on. But I wanted to take you through this exercise first because Gary Halbert said to me years ago he had this term can and clone yourself before AI existed, before any of this. The way that I would think of the consumer guide to carpet cleaning that I created for carpet cleaners was how do you can and clone yourself? The best salesperson in the world, no matter how good you are, is limited by the clock because you can only only talk to so many people. So that's when I understood that selling is what you do when you're on the phone or face to face with somebody. Back then, because there was no Internet and marketing is what you do to get someone on the phone or face to face with you properly positioned. So the whole shtick I've said a million times. So by the time they're talking to you or one of your team members or salespeople, they're pre interested, pre motivated, pre qualified and predisposed to do business with you. So if you can, can and clone yourself, that would be pretty awesome. The same way that a musician would play live music and go into a studio and record an album. And that was the way I used to explain this stuff in the 90s. But now, who would have known? I used to use free recorded messages and I still do. Where? Don't call any carpet cleaner until you listen to this free recorded message. Call anytime, 24 hours a day. Learn seven questions. Ask a carpet cleaner before you invite them into your home and how to avoid Force carpet cleaning rip offs. And then they would call this free recorded message. And it would say, you know, dear homeowner, choosing a carpet cleaner isn't easy. Why? Because you're bombarded with confusing claims, all this sort of stuff. And if you want to cheap brush the dirt off cleaning, we respectfully ask that you call another carpet cleaner. But I'm going to share with you what you need to know on how to hire a professional carpet cleaner. Then I would talk for literally a 10 minute recording. And back then there was no easy way to edit stuff. So sometimes it would take me an hour and a half to two hours just to not screw up a 10 minute recording because I had to. Like, has anyone ever recorded their own audiobook that's written a book? You know how much of a pain in the ass that is, right? It's just like you have no idea until you actually record your own audiobook. I think running 100 Ironmans might be easier than recording. I'm kidding. So I would sit and just record these things and like, man, today with what you can do with AI in your own voice, like, my team just put together a webinar with me in my voice that I haven't even seen it yet. I've seen the script, but it's like, it's unbelievable. It's like completely done. So after we go through this signature result, then the AI clone, I think we're going to equip you today with some pretty cool things to help you in all aspects of your business. So, Evan, can you read the beginning, first three or four paragraphs of this sheet that everyone's been handed out that says how to develop the signature result for your business.

So I've been texting with Dara for the past couple days and getting my. Dara is the founder of Delphi. He's convinced that he wants to get me on Delphi, so. So he set me up with one. I haven't checked it out yet. We'll see.

Perfect.

From number one or from the top?

From the top. We're going to read the whole thing. It's like a 12 step meeting where you pass around the 12 steps. Okay, great.

How to develop the signature result for your business. What if your team could get your customers to rave about your business, come back for more and tell their friends and colleagues all because of one thing you do better than anyone else. That one thing is your signature result. It's the outcome that sets you apart, makes you memorable, and it accelerates your cash flow. Most business owners and entrepreneurs never figure this out. But you will, after a simple exercise and with the help of other 100k members in this room. You don't need to be the best at everything. You just need to be the best at one thing. That thing is what your customers rave about and want so badly they'll often line up and even fight each other just to get access to it. The good news is you can develop the signature result with these seven simple steps. I want to share with you. I want to share with your team when you get back home.

Perfect. You're going to continue with the first two.

One, figure out what you're really great at. Ask yourself, what do we do better than anyone else? Be honest. Don't get fancy. Maybe it's exceptional service, maybe it's your ability to deliver results faster. Or maybe it's superior product quality. Whatever it is, find it. It's your secret sauce. The one thing, that one thing that gives you the edge. Two, find out what your customers keep telling you. Once you figure out what you're great at, flip the script. What do your customers care about the most? What do they want that no one else is giving them? Dig deep. Stalk their forms. Read their complaints. Don't just be a problem solver for them, be their problem finder so they adore you for it.

Perfect. George, you're next.

Make it tangible and real. Promise something your customers can see, feel or measure. For example, if you're anything like our other hundred K members, you will discover your 1 million Golden Nugget idea this year to 10x your investment. It's not perfect, but it's clear, it's bold, and it's a promise that stands out. Craft your value proposition. Now it's time to package it up. This is where most people mess it up. They over complicate things. Don't do that. Your value proposition should be as simple as we do. X, so you get Y. That's it. That's your promise. It's got to hit your customers in the gut, making them think, I really need that.

Perfect. All right, Simon, because we're. We just need an Australian accent here.

Test it to find out if it works. Now it's time to put your money where your message is. Start small. Test your signature result on a handful of customers or clients. Deliver it. See if it's as good as you think it is. If it works, great. If not, just tweak it a bit until it does work. Don't be afraid to experiment, but don't drag it out either. Keep going.

Yeah.

And Number six.

Number six, Systematize and scale it out. Here's the part most entrepreneurs skip. You've got to create a system that ensures all customers get the same result every time. Whether it's a process, a checklist, or training your team, make certain it's replicable. One offs are not allowed because they devour all your effort in the end. Great.

And then number seven and onward. Let Dale have you finish the rest. Thank you. Thanks. Market the hell out of it.

This is where the magic happens. Shout your signature results from the rooftops. Every ad, every email, every social post should focus and express your signature results. Remember, it is in your testimonials, proof, assets and stories that show how others have benefited from it. People believe what others say about you more than what you say about yourself. Once you think you've done nailed the signature results, you're not done. Keep listening to your customers. Watch for changes in their preferences and needs. Above all, have your team stay sharp to find new ways to improve it. Remember this. The businesses that grow the fastest are the ones that keep evolving and adapting to market demands. But the business your customers find impossible to ignore. Do this and your sales will explode.

Awesome. So go up to number four, which is on page, page two, the very first part where it says we do X, so you get Y. Go ahead and take that line and put it on a blank sheet of paper on your journal. Just write at the top. We do X so you get Y. It could be as simple as that. Oftentimes hard in the beginning to get it as simple as that, but just use that as a jumping off point. And then, Dean, I would like you to kind of speak, and I want to take a few minutes and have everyone here brainstorm a little bit about their signature result. Is there anything. And here's the way I'm thinking about this right now as we went around the room. So we have the Delphi clone. That's one way of delivering it. We have Simon Bowen here who could create literally a model out of everybody's signature result and explain it in a way on how to present it. We got the Pompas, who are experts at running ads. You said Yesterday you're spending $100,000 a day on advertising. So certainly they're advertising a lot of stuff in messaging. You got Evan over here who knows how to frame things with YouTube. And there's all this expertise and I think. And then you have the Mindset scorecard, which is the model that Dan Sullivan created. And so there's all kinds of ways that we can communicate stuff. But I, I always love the line that only the hungriest fish snap at the crappiest bait. But if you have the best bait and you can figure out what that is and who you're fishing for, just totally changes the business. So, Dean, how should they go into this in order to get to the core of their signature result or signature results? Because there's many things that what people do here do for their clients, customers, prospects, et cetera.

Yeah, I think that's a great question. A great way to frame it is to think about what would be the best thing that you could do for somebody if they would just get out of the way and let you do it. That's a great way to think about it first, because often we kind of try and smuggle the result that we're able to deliver into the price point that we've already sort of roped ourselves into. Maybe, you know, if you look at. I like the idea of thinking about the outcome first, regardless of what people are going to pay for it or what you, you currently charge for it. Let's just look at what's the best thing that you could do for somebody. Because often what I find more often than not is sometimes we have this fire hydrant of value that we could deliver for somebody, but we're metering it out through the garden hose of what our pricing model is or what we think people will pay. And so if you think the thought we talked about it a lot, Joe, of, you know, what would you do if you only got paid if they get the result? And this is kind of. There's so many different ways to get yourself in that mindset. Jordan Peterson has a great book called 12 Rules for Life.

And one of the things that he.

Says is treat yourself like someone you're responsible for helping. And I've just kind of taken that and turned it just a little bit.

To say, what would we do?

If you were responsible for helping your prospect get the result? And all of this just helps you really understand what is the best result that you are capable of creating for people. And that helps you identify what your kind of signature result is. And when you're crystal clear on that, it helps you be able to make better offers to two people as well. Right. Because you have more confidence in your.

Ability to get it.

No, I love it. That's actually really good. Can we say this one thing? Because I think it's just such a. This is worth writing down. Many of you have heard it. So one of my favorite Quotes from Dean is a compelling offer is 10 times more powerful than a convincing argument. So a compelling offer is 10 times more powerful than a convincing argument. And oftentimes it's real easy to get into trying to convince people why they want, need, should care about what it is that we're offering and selling. So identifying the signature result, the outcome, and then being able to message it or communicate it in a way that is compelling, Dean would be the ultimate scenario for pretty much everybody, Right?

Exactly right, yeah.

And if you do nail that, then the key is not forgetting that and going off in a bunch of other things, because it goes back to that. An ad is brand new to someone that's seen it for the first time. And so people often get sick of their own advertising and messaging and marketing than the prospects or their customers do. And that's why you often see people that are on a success path, but then they change it because they think we need to start doing something different. And I think that's the danger of, like, social media is every single moment there could be a new thing. And you don't go deep, you go very shallow with this stuff. But part of it is messages. So how do those two intersect together, the messaging and the signature result?

Yeah, part of this is where. Part of what I talked about earlier, of how understanding and articulating your proprietary metrics, if you can give somebody an example of what is something that exists in their business that they didn't even know was there until you explained it to them, so they can clearly see that I'm getting less of a result than what he's saying is possible. And I'm seeing that now as that gap creates a, you know, a great opportunity there. So if you keep it focused on this is the outcome that we're going to be able to create, and you know that you've got the capability to do it. That's where all the confidence comes from, you know?

Right, Right. Okay.

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