Unlock Pop Culture Marketing Secrets from Taylor Swift: Joe Polish & Dean Jackson Talk Marketing

So we got a few participants here. We got Michael Fishman. I don't know if we want to say anything about him. Let me look at who's here. We got Dr. Cherie Ong. Cherie Ong has a brand new book out called Everything Men know about Vaginas. That's for another discussion, Mr. Joel. Well, it's true story, by the way. Mary Bruce, yoga instructor extraordinary. We got Mike Dudley, Genius X. Mike, are you there?

Yes, sir.

How you doing? Good. I'm doing great. So me and. Me and Dean are going to jump right into. I'm going to call on you. You got. Can you stay with us during this time or you're on the limited time frame?

No, I'm good.

Okay, cool. I want you to give everyone a heads up about educational app on the Oculus store, the only existing one that I think currently. And. And I should know that because I'm a co founder of the company that started it.

So.

So we'll talk about that. So, Dean, let's let. There's more people I can call on here. But let's see. Is Martha here? Let's see if Martha's here. I don't see her. I saw her in the chat.

She just posted in chat.

Oh, she is. Martha, can you come on camera or. No. I could if you really want. I'm out. Are you outside?

I am, yeah.

I can't even see her. Is it. Let's see. There you are. Yeah. Okay. Well, welcome, welcome. Martha McSally. There's this son. Beautiful. Yeah. You're in Tucson getting hiking. She's a badass. She's the kind of a, you know, Senate congresswoman, the. The first female combat fighter in the United States. In the world. I mean, that's kind of a big deal. And what's your book? Give, give, give a plug for your book, Martha. So everyone here, everyone that's here, I want you to get Martha's book. She's amazing. And so give a plug for your book. You're awesome. And then we'll put it. We'll put a link for it in the. In the chat. But what. Yeah, all right. It's called Dare to Fly. Simple Lessons and never Giving Up. So, you know, just taking stories from.

Flying the A10 and combat and other experiences in life.

But it's not about me, just about some tools along the way for persevering and overcoming fear and some other stuff. So. Dare to Fly.

Yeah.

Thank you. And I met Martha I don't know how many months ago with Vern Harnish. We were both speaking at Vern Harnish, the founder of EO his his event in Denver. And we totally hit it off, and she's absolutely fantastic. So I think it will be really helpful for all of you. And just like my book, which is a great holiday gift for Christmas or New Year's, get Martha's too, and give it out to people.

And.

And so, Dean, go ahead. I'll call in a few more people. There's a lot of awesome people here today. And I'll. I'll do a few shout outs. We got Greg Santos. I think we got Dave, who runs Elf Elf coaching. He may be on. If not, I'll. We'll play a video of Dave. So go ahead, Dean. What are we going to share with everyone today to set themselves up?

What are we going to share?

You know what?

I want to start off with a Christmas promotion that could be still fast enough for you to get in on this. And I'm very excited about it because I've been thinking about this for a long time, and we had a great laboratory now to experiment with on this. So my girlfriend Luba owns a studio called Amazing Brows and Lashes, and they do eyebrow microblading and permanent makeup and facials and all the fancy equipment that does all these expensive facial things. And I came up with this idea that I've been wanting to test. And we got it into action and in the mailboxes to arrive. They should be arriving today, so maybe even while we're speaking, I'll get some updates on the results. But can I share my screen here to show you guys something? And this is the perfect thing if you have something that would be perfect for a gift card. So let me set the stage here. So we've sent this. We chose 500 of Luba's clients. These are people who've come and spent money in her amazing browsing lashes studio. But we only have the names of the actual clients, and we want their partners to know that they can buy them a gift card for Christmas. So how do you deliver that message to the partner if you don't know the partner's name? So my brainstorm was if we address the envelope to the person in charge of making sure Dean Jackson has the best Christmas ever. So that's how the envelope goes out. Please rush to the person in charge of making sure Joe Polish has the best Christmas ever. And we put his address there. Now the, you know, live stamp on the thing. No return address, but an embossed Amazing Browsing lashes. What do you call that, like, embossing stamp thing. So it's a raised thing on there, a number 12 envelope, slightly bigger than a number 10 envelope. So it's gonna be the most interesting thing you get in the mailbox today. And then here's the letter. Merry Christmas. If you're reading this, that means you're in charge of Christmas for someone very special to us. And we want her to have best Christmas ever. This year, I've got a really easy way to help. With one phone call or text, we can set up a gift card for her from you, packaged in a beautiful card. And as a gift from us, we'll include a free lash lift treatment to add to whatever facial, eyebrow, or permanent makeup treatment she chooses with her gift card. We can set the gift card for any amount you choose, up to $10,000. Just call or text, and we'll take care of the rest. Love, Luba. P.S. just scan the QR code to see if to see the gift card and all the amazing facials and services she can choose from. So when you look at this, I'm pretty happy about this. I'm being able to kind of crack that code of going to the person in charge opens this up as something you can do for any special occasion. If you've got client. If you got something that a gift card would be great, or, you know, something birthday gift, or you could do it on people's birthdays. So the person in charge of making sure Joe Polish has the best birthday ever. Or you could do it to the. To the husbands on for Valentine's Day, to the person in charge of making sure Gina has the best Christmas or the best Valentine's Day ever, or the best Mother's Day ever, or the best Father's Day ever. You think about all of the ways that you could use this, I just think as a device to get to the person in charge. Now, we did a promotion similar to this with Lane Bowers. And you may remember Lane as the barefoot water skier that he spoke at our first I Love Marketing event. And he was a world champion barefooter. And he has a ski school here in Winter Haven, and they sell all kinds of equipment for barefooters, booms and wetsuits and handles and all that stuff. And we did a little promotion where we put together a Christmas wish book for his. For his clients. And then we sent them an email saying, hey, Joe, I figured out a way for you to get exactly what you want for Christmas this year. Click here and I'll tell you all about it. And that was the email that sent them to a video where we showed Lane holding the Christmas wish book that we emailed to them as a PDF and said, here's how it works. I just emailed you the Christmas wish book. We had the Christmas wish book logo on the thing and you demonstrated to them now. So download this Christmas wish book, take a highlighter and circle the things that you really want and put stars beside the ones you really want. Then accidentally leave it out so that somebody can discover it. And that'll make it super easy for them to make Christmas. Because on everything we've got the website and the phone number for people to call. So two Christmas promotions coming from either side. You want to go to your clients, tell them how to make sure that somebody who's in charge of buying their gifts gets in front of that the message gets in front of them, and how to get in front of that person without even your clients knowing that you're doing it. So I'm super excited about that one. Have you ever got anything like that in your mailbox, Joe?

Not. You know, look, I've got a lot of really cool similar things. So many stuff. And I mean I've gotten things that obviously from you. Which has a creativity. The beauty about it is even just the way you address the. The envelope just. Yeah. I mean, just speak to that Dean, if you could with the psychology behind it. Because it's.

That was the whole thing. Right. Is the. Is being able to, you know, do it in a way that seems so personal. But having that label on there. Please rush to the person in charge of making sure Joe Polish has the best Christmas ever is just. You know, I thought about this. That what we might do.

Let's.

As a show of hands, if you got an envelope like that that was to the person in charge of your name doing the thing. Let me just. And be honest about this is what would you do if you got that? Would you open it yourself or would you leave it out for somebody to. To find it? Just put in the chat. Open it or leave it. So I'd like to see what people would. Would do. You'd leave it out. Okay. Robert would leave it out, leave it out, open, open. So I thought what would be very funny is to put another envelope with the same label inside of the envelope with a lift note that says, you know, have the whole thing. Have it sealed in again, but have a lift note and say, you know, Joe, if this is you opening this, this. The point is I'm trying to help you get what you Want for Christmas. So I'm going to give you another chance. Here's another sealed envelope. Just leave this one out on the counter and make sure that somebody else sees it so they can buy you a nice Christmas surprise. But what was the tally here? Let's look at the chat and see what the.

I think there's more. Open it. But let's see. I. I was. I quit looking after a while. But there's quite. I mean, it's. It's interesting. A lot of.

Leave it out.

Open. Leave it. Leave it. Leave open, open, open, open, leave.

Well, let's ask.

Kenny says.

Yeah, where's Kenny Arnoff at? Is Kenny. Kenny?

Yeah, I'm here. I'm here.

All right. So Kenny Arnoff, if you don't know, is like, not just like one of the best drummers in the world, but what would you say? Why would you. Would you open it or leave it out?

I'd open it because I'm kind of like, I like to be in charge of everything I do. Huh.

That's so funny.

Yeah. And then. And then I probably would. Then I'd probably put the other envelope.

Out once you're on to it, Right?

That's the whole thing.

Yeah.

Yeah, I think that's funny. But I think that would be a little like a laugh for people too, right? Because about probably 50. 50 of the people would open it and 50 would leave it. You know, just so we put a little thing just in case. This is you, Joe.

Hey, well, Ken, look, because I like bragging about people. Kenny, how many albums are you on in the world?

300 million. Sold them on. Three were 40 million each with two Celine Dion records and Meatloaf Bat out of, too. But then a couple other big ones. Ricky Martin, 20 million. You know, all the Melon Camp records all added up together was probably 50 million.

Yeah. John Cougar Mellon, Ken Strummer. I mean, yeah, Kenny. Kenny's a badass. If you guys don't know Kenny, look him up. And we got a great I love marketing episode. We did. I don't know how many years ago that was. He wrote a book called Sex Drums and Rock and Roll.

Yeah.

See what he did there?

But it's not about sex. I just. I just like the title.

Exactly.

I mean, the publisher went, kenny, is this book about sex? Because the first word is sex.

Did Tommy Lee ever. Did Tommy Lee call you and say, damn it, you took my biography title exactly.

Well, Tommy Lee is. That word means sex.

Yes.

You know, I mean, he, in his case, he didn't need to have the word sex. Everybody knows. You know, with me, it was like, you know, I was hoping it would just make people open up the COVID but I. I immediately made it very specific. At the beginning, it was something like, you know, hey, if you're looking for a book where the drummer had sex with 3,000 women, this isn't that book. Of course they didn't see me wink.

So. Yeah, I mean, it was only 2009. Nine.

Yeah.

Who's counting?

You know, Kenny, as a marketing thing, like what in your business, in the entertainment business, what have you seen as one of the best marketing promotional things ever? I mean, there's so many in that world. But what. What. What's something that really stands out to you?

Wow. Well, the first thing I can think about as far as marketing anything with the word free F R E E will grab will get people excited, you know, I mean, whatever that is, you know, and that gets people engaged, you know? Yeah, that's. That's what I'm thinking of first, because that's what, you know, you have to think a lot of the audiences, the biggest audiences typically are young audiences that are obsessed, you know, with a band. And that band is the soundtrac of their life, whatever that music is. And when you start talking, you know, okay, so if a ticket was very expensive, but you get a free this and free that, it gets people excited and it makes them feel like they're. They're. The. The artist cares about them. Well, hey, I'll give you this, you know, I mean, you know, it's interesting. One of the best at this is Taylor Swift. I mean, she. Man, she has got her social media, you know, the modern day of reaching people and engaging. She's got it down. Her people got it down. You know, there was interesting thing where they just sold. It was a live nation, put her shows on sale. I don't know if you read about this, but the tickets went on sale and. And things got sold out so fast that her super fans missed out. Taylor Swift got. Got involved and got engaged and was furious. But that was great promotion for her, for her fans, because then her fans saw she cares about us and, you know, and, you know, lawyers got involved in so whatnot. But yeah, free is, I think, the big thing right there.

Yeah.

Love it. Love it. You know, it's funny, I don't know if we'd want to put it out. I'd have to do some serious editing. But when you're here with Joe Satriani after the Show. And that was, what, three months ago or something like that. You're down here. And Kenny calls me up, invites me, of course, gets me backstage passes with Danny Zalesco, who's one of the top concert promoters in the world. And then I do. On an iPhone, I film Kenny and Danny for, like, an hour sharing all kinds of backstage stuff with my musicians. It was so off the charts, and everyone. It is. It was so fascinating. It's so entertaining. It's hysterical. But I got that video, and I'm trying to figure out, like, how do we release that thing? It's so damn good.

Well, you. You're gonna have. What you're gonna hear is beep, beep. Because everybody, you have to understand. I mean, Joe and me both aren't a loss for words, but Danny, he drip. He. He goes. Then he should have been the rock star. I mean, this guy, he says whatever he wants and. And goes. You know, it's like, I might be left to center. Well, let's say Joe's half of. I'm twice what Joe is left to center, but Danny's 10 times left to center. Right. I mean, he'll just say whatever he wants.

Exactly.

He wants a reaction. And we're already in the rock and roll realm, so this guy goes outside of that. I mean, whoo.

Yeah, it's. It's so. It's so good.

Yeah.

But that. Well, yeah. So there's a lot to be said there. And I think. Yeah. So as we're doing this, Dean, I'm just sitting there thinking of future episodes and things. I know.

I was thinking about Kenny, that it'd be good to do another episode now about how NFTs and blockchain and all this stuff is affecting the music industry because it's a whole new game.

Well, I got approached so many times on that, I even had people come in and film my gold records. And then let's say I had blaze of glory. So on my wall, there's a blaze of glory. Jon Bon Jovi. So first solo record. But I had the chart that I wrote. The handwritten, very detailed, looks like Chinese. I write, I'm. I'm one. I don't know anybody who does it like me. I write every single note out, Right?

Technical.

Technical.

Well, here's. Here's why. So when I got done with that Joe Satriani tour, as soon as I landed, I had to look at 85 songs I have to learn for three huge shows. Well, I can't memorize 85 songs. Tempos and in Rehearsal, they're editing and changing. And these are with artists like Buddy Guy, Ann Wilson from Heart, John Fogerty, Stephen Stills, Kenny Wayne Shepard, Billy Gibbons, Joe Bonamassa. And then this G4 thing with these ungodly virtuosic guitar players. Hey, I might be talented, but I ain't no genius. So I have figured a method, which is to write everything out. So anyway, I have these charts that I like. I'll Do Anything for Love, But I Won't do that by Meatloaf. I've got that chart, four or five pages. I've got Belinda Carlisle, Heaven on Earth. So I was holding up these gold records or platinum records and the chart. And they were filming that, and we were. I was telling a story about the session, and the idea was to sell them. And then we were going to make a website of my studio. And then you could go, if there's a gold record on the wall, you touch the gold record inside that world and all this stuff. But it. It never happened. And, you know, I mean, and this happened three times and I don't know. And then there was another meeting I had with this guy, manager guy, was saying, we want to get beyond the gold records, and people could buy the chart. The idea was you could buy the gold record with the chart, maybe have an hour with me and on and on. This other guy wanted to do more of the brand of Kenny Aronoff and sell the stories. They wanted the rock and roll stories. He was holding up my book and said, I want the stories that aren't in this book that people could buy that, you know, that type of thing. And so I was fascinated, but nothing ever really went to the end. So I don't know. I mean, I don't know how that's going to play out.

Yeah, I mean, just the things that are happening now. I mean, you know, the whole. Used to be there were, you know, six guys that decided who get out, what music gets out in the world. Right. The heads of the major labels. And then just recently. Yeah. And now, you know, a couple of years ago, you had Lil Nas X makes the longest running number one song on the Billboard charts in the history of the Billboard charts. From his grandmother's closet.

You know, let's check this out. Okay, so. So Taylor Swift. Okay. In my world, when let's say Jack and Diane, which I did with Mellencamp. Okay, let's back up one. The first single on American fool was Hurt so Good, it went to number two. Number one was Eye the Tiger. But think about it. Rocky One had just come out. So now you got the marketing of the song and the movie. And okay, so I went up to a record label guy a couple years ago. I went, hey, listen, could John Mellencamp's people. Because you have to pay to get on the radio. I mean, how is a new artist going to compete with Elton John, Springsteen, Tom Petty? I'm just thinking of the bands that were big back then. Well, you're going to have to pay. There's only 24 hours a day to play a song, and so you have to pay. So, all right, so I said to this record producer, this is a great story. I said, or a record AR person, I said, could John Mellencamp, polygram Records, could they have paid to get that song from number two to number one? Of course, I said, yeah, that would have been the case, except the Scotty Brothers were behind Eye of the Tiger and the Scotty Brothers were the Mafia. So they went, forget about it. And so then they released Jack and Diane and it goes to number one. And so I don't know what kind of money was there. But that particular situation was the old school model was you'd have album oriented radio stations, and that is the radio station play every song on an album. And then people would phone in and go, I like that one, I like that one. And they, they get the stats. They go, okay, this is what people like. And that would then shift to the singles. Okay, Radio at the top 40 radio stations. And of course, the, the best time. What do you think the best time? Where you have the biggest audience. What time? What, two times during the day? When is the, the biggest audience listening to radio?

7Am and 4pm, 5pm exactly.

Driving to work, driving home. And so you would. That's where you get the big companies like Pepsi, Coca Cola putting the money in. So, okay, so that was. Everybody was going to the radio and that was a big thing. That has changed.

Yeah.

So check this out. Taylor Swift just had a record release. She had the top 10 slots, all of them. And she had the top 13 slots out of the top 15 slots on the, the Billboard charts, which shows, you know, you know, sales. All right, so the first thing I thought, wow, that's unprecedented. Nobody's ever, ever done that. Not the Beatles, not Credence Clearwater, not the Stones.

Drake had him at one point.

Yeah, but nobody. It's a different market now.

Yeah.

How did she do that? I don't, I. It's a different system now. I don't know the actual details, but do you Keep. It's the two different systems. It used to be people were calling in, people were buying records. Now how did she get the top 10?

Maybe she's got a direct connection to all of her fans at any time. That's the thing is like she doesn't have. They don't have to wait to accidentally hear on the radio that hey, Taylor Swift's got a new album now. She's telling them all the way along the way. I'm working on my new album. It's almost ready. We're going to drop on next Tuesday. It's Sunday. We're going to drop on Tuesday. We're going to drop. And then she drops and it breaks the Internet.

Yeah. And they're. They're their social media marketing strategies off the hook, I hear. So that that's. They came in, they just steamrolled everybody.

The lesson in that Kenny, is the. Is that the audience is everything is reach. You know, I was looking. We've been talking about this formula that I've been calling the. The VCR formula. Vision plus capability multiplied by reach. And what Taylor how there's lots of people who are. Are talented and can do the work but don't have the reach to get to people. There may be better singers technically than Taylor that. But she's got the vision, she's got the capability. And it multiplies by reach. And that's where you know if you're going to focus on anything in any business, focusing on. On reach or access to reach is the. Is the big thing. That's where you know, you look at the. The only people who had reached in the 60s when you look at the radio stations had the reach if you were in there. That's why payola even got started. Right. It was because that. You knew that that's the pathway to selling records is they hear it on the radio, they run to the store to. To buy the album. So that's the only way you're not able to seek it out or access it in any way. We're in a whole different world now where we can. We have every song ever recorded in the history of the earth available inst. On any device summoned by your voice. You know, I mean, just how.

Where.

What world are we in when you could just say Siri, play Jack and Diane.

Yeah.

And it'll start playing. I mean that's. That's. Yeah.

Well, it's heavy. If you have your iPhone next to Alexa, it's like you can hear Jack and dying everywhere.

That's so bad.

But you know, it's the same thing though, right? It's all still reach. It was reached with radio, now with. It's always reach. The interesting about the well nowadays is that the good news is that anybody can get their music out there. Yeah, Whatever. Whatever they're trying to promote.

That's the point.

But. That's the point. But the. What gets complicated is that now you're competing with the entire globe.

Yeah. And that's what. That's the little Nas X story. And all of this. If it seems like we're just talking about music, we're not talking about music. I'm talking about everything. And how little Nas X became the number one song was. They started out, he was pushing it through TikTok, getting it out by memes and getting everything out there. They got on the country music chart on Billboard, and Billboard said, hang on now, that's not. That's not country music. And they took him off that, and he tweeted out, somebody get me Billy Ray Cyrus. And it was like, because what's more country than Billy Ray Cyrus? So Billy Ray got involved, did a verse, and the rest is history. Because that reach from all the controversy around. Around that. But anybody can do it now. That's the.

And the controversy actually helped him.

Mm. That's the good news for musicians is we're really well checked in meritocracy.

So at the end of my hallway, I have a studio in a studio, and I have a couple of rooms, you know, control room, drum. But the end of the hallways, a bunch of young kids and this guy. This kid. Okay, it's two guys in the band. One guy, it plays all the instruments and the other guy sings. Okay. And so when they go on tour, they have backing tracks. They have all this technology, you know, and maybe they add one other musician. They just signed a record deal or they're about to sign a record deal. 80, 20. Now, the old business model would be if it was 85, 15 or 80 20. 85. 15 was more popular. It was 85 to the label, 15 to the artist. Now this guy said they're getting a deal, was 80 to the artist, 20 to the label. And here's why. Or maybe it's going to be, yeah, something like that. Here's why. Because those guys had to do. They had to pay for all the recording themselves. Okay. I mean, just like any business takes money to make a business develop and grow. Takes money to get the band in the studio. It takes money to pay them so they can write songs, arrange, and you Know, then it takes money to get management and marketing. It takes money to get them on the road. It takes money to promote, it takes money to get on the radio. It takes money for wardrobe. It takes money, money, money, and eventually money, money, money. So thank you. Hey, by the way, we rehearse this. So. But these kids, the new business model, okay, let's just get into publishing. The new business model is that you have to kind of do it on your own, but because you do it on your own, you kind of get a better deal. Now where the labels, what they want, what everybody wants is the publishing and, and the publishing, by the way, there's the writer. If you look at a pie, publishing is half the pie. Writer share is the other side. Legally, nobody can take the writer's share unless you're willing to give it to somebody. So when you hear of a, of an artist that lost all their publishing, they only lost half the pie. Okay? But now some artists like John Fogarty, who I worked for for almost 30 years, he got so frustrated with his manager when he was, he was the brain songwriter of Queens Claywater, he went, God damn it, you know, watch, I, I got to get out of this deal. Just take my publishing. And the guy went, sure. Or my writers. Sure. He gave up. That, that's suicide. You don't ever give that up. So what's happened now is because these kids made their own record and they told the label when they were making deals that they wanted, you know, to keep their publishing, and the label gave it to them.

Publishing and the masters and the.

Yeah, and they've got the 80 now. I. It's almost like, so what's the label getting out of it? Well, I mean, the thing is, they obviously want to have be on top of the latest, greatest, best thing. And that deal, by the way, they're not going to give to everybody, but they believe that this is, this is going to work for them. I mean, these and these and the lead singer, by the way, is doing five social media posts every day. That's all he did. Five, you know, dark and vibey. And the engagement is so heavy. And it worked for them because they got, I don't know if it's 2,3 million followers. So the label's going like, yeah, yeah, and so they'll make some money with these guys. And, and, and they even offered them a million dollar advance. And these kids, these kids were brilliant and said, no, just give us a hundred thousand because, you know, any advance you pay back.

Right?

Yeah. So they said, well, don't just give us a hundred thousand. As a matter of fact, use 500,000 on marketing. US, that's a way better way to use their money they're going to have to pay back is on marketing. Don't give us the money. We buy a bunch of cars and houses or whatever. No, take our money and then put it into marketing to make us even more money.

Yes, that's exactly brilliant.

Man, these kids, they figuring it out.

God bless America. What a country.

Well, there you go. So what is the lesson here on all this? This conversation I posted in the chat.

Yeah.

I wrote vision plus capability times reach. How does what Kenny is saying apply to. I think I had a typo apply to this. Explain it, Dean. How's this apply to everyone?

So, you know, this is perfect if you've got the, in some cases, like what a label now can provide for people is distribution and the technical, you know, managing all the logistics of distributing physical music. Even though that's minority of what's happening now, it's all on the, the streaming. That's how Spotify becomes so valuable because they've got reach to, you know, 500 or 600 million daily users. And that's so anybody can get up on, on Spotify there. But you look at those things and it's really, you know, you're either on the, the vision side where you've got a, you, you can create an idea for something that you want not just in music but in, you know, in anything we looked at. We, you know, two years ago, three years ago, we talked about Kylie Jenner becoming a billionaire using that same model. She had a vision that she wanted to create lip kits and cosmetics. The capability is the most crucial part of that is being able to make the stuff. But she didn't have to do it herself. She partnered with Seed labs to make it and do all of the administration and technical stuff and then she's got the reach of 150 or 200 million now social media followers. So she's. All she has to do is I want to do this. Who's going to help me with this part of it, the capability? And then I'll just tell the, I'll just tell the Internet that I've got these lip kits and it's instantly she's a billionaire. Yeah. And it's, it works that same way with, with so many things. Mr. Beast, you see what's happening there? Mr. Beast has 1600 Mr. Beast Burger restaurants that are on Grubhub, Uber Eats only available on delivery apps using Excess capacity in other people's kitchens. He's never even opened a. He's got one now, sorry, a physical location in New Jersey in a mall that's, you know, doing $30,000 a day in sales. But these 1600 restaurants, he doesn't have a single restaurant. All he had was the vision. Here's what the Mr. Beast menu is. Here's what the Mr. Beast burger is.

All the.

It's like the intellectual property, the publishing of this burger menu. And it's really amazing because I had a client that I got onto the Mr. Beast platform. They own grocery stores and they had kitchens where they do prepared food. So they became a Mr. Beast outlet in their. In their market. And he was showing me how they do it. You know, you have to stock. There's 23 SKUs that you have to stock if you go, if you're going to be a Mr. Beast provider. And they get them all from the same food suppliers that you're buying all the stuff from anyway. So you just stock these items. They send you the equivalent of what look like little iPhone videos that show you how to make the. The menu items. Here's how the Mr. Beast is the recipe for the Mr. Beast burger. They show you how it's made and then how to package it. They've got all the logo and the packaging for everything. And your training program is watch these videos, make the menu, send us a picture of the completed item to knock it off. That shows that you're able to do this on the thing. And then they turn on the stream and people order. Because he's got the reach for this. He's got the reach to get to his 120 million subscribers. He's got the equivalent of a Super bowl commercial. Every time he puts out a video and Everybody knows about Mr. Beast Burger, they go on grubhub. They order up their Mr. Beast burger, the restaurant, they prepare it, put it in a bag, put it by the back door, Somebody else comes and picks it up. And Mr. Beast Burger is one of the most successful restaurants in the country today because of that. And so this world of collaboration.

Where.

We'Ve got, you know, you're either you either got vision or you've got, you know, capabilities. And it's matching your capabilities with. With a better vision, you know, maybe, or you've got excess capacity in something that's a. It's a really. It's a neat opportunity. You know, this is why even in old days, you see a lot of artists have their own labels that are underneath Underneath deal of their master thing, along with my deal, I get a label so I can sign artists and that becomes. Now they've got the capability to bring another artist that they see. They've got the vision to see that. This, you know, they've got like, you know, like the trickle down thing. Dr. Dre signed, Eminem, signed, 50 Cent, you know, signed G Unit signed. It goes all the way down that this whole thing is building on this core capability of having a label that can put things out.

Absolutely. That's what was like a polygram had Mercury, Mercury had Reaver. John Mellencamp was signed to Riva. John Mellencamp's manager created Reva. He managed also Rod Stewart. So the imprint was Riva under Mercury, which was the division of polygram. And then. And then under Polygram eventually was Island Records and this and that. It was this umbrella of. Of 20 labels. Yes, you know, it's absolutely. That's how it worked. And you know what, and that's good though, because it makes the smaller label fight harder because the big company may not be able to fight as hard everywhere. So they let these people go out and fight and they're under their umbrella. Sorry, Joe.

No, no, no, it's totally okay. So, Dean, look at the. Look at the chat.

Look at the chat.

Okay, there's a question where it says, how could you apply lane from how could you apply this to the coaching industry surplus idea?

So that's great. So part of it is you look at it that if you've got a protocol, let's say that if you're a coach, you look at the capability that you have, and this is the same for anything that you do in your business. You've got a method, you've got a technique, you've got a. I call it the algorithm. You know, you've got something that you can predict or create a predictable result for somebody. Let's say that you've got a way to coach somebody through the process of doing anything. You know, it could be anything. Losing weight of, you know, getting leads on, on Facebook, creating a YouTube channel, all of those. Whatever it is. Once you figure out, once you've got the capability to do that, you've got something that could be now scalable. You could that if you break that out into a vision piece. A vision is like an ip, a piece of IP that, a recipe, a, you know, a protocol, something that you know how to do, you can then create. You've got an asset there that now all you need is people who are friendly and good conversationalists and, you know, can bond with people and have a desire to be a coach, that you can infuse their raw capability with your vision of telling them how to get the results for somebody. But even that's not enough now. You need a way to. For them to get the result right. You need to get the reach to find people to work with. So if you are a coach that has figured out all of the pieces of that VCR formula completely, where, you know, this is what people want, this is how we get it, this is how we get the message to them, that's where you've got so much opportunity to scale. You know, you can license your coaching system to other coaches and show them how to do it. You could be the person that creates the demand for all of these coaches. You could, you know, if you've got a way to generate people who want to get that result that you can show them to do and then introduce them to coaches who can do the. Can do the actual work. Some of the biggest coaching countries or companies in the world use that model where they've got. They scale with coaches who are, you know, able to deliver the result. But somebody does all the. The marketing of it. You know, franchises are a perfect example of that too, that you're buying a, you know, you're buying the operating system that, you know, the whole. If a good franchise will have the whole formula for you of how to get new clients, how to serve them, how to organize the business all around it. But just looking at your business and seeing, making a list of what your, your VCR assets are, right. What are the things that you know how to do? What are the things that you figured out the. What would be intellectual property, right. What capabilities do you have? Let's say you own a printing shop and you've got printing presses that can print, you know, postcards and newsletters or whatever it is, if you've. If you're not a hundred percent at capacity, that excess capacity that you have is an asset that you can use to find somebody with something that would be benefited by, you know, using the printing to get out to more people. So you start thinking about your access to your own capabilities for free or at the incremental cost of what it caught, what it takes to do them. Kenny mentioned, you know, free is his. The most powerful word. And it's absolutely true. Like, another promotion we've just doing with Luba is she's got all these facial machines and all the things you got the capability to serve 10 people a day, seven days a week to do. If you just line them up in the chair, she's got the capacity to do seven times three chairs, 210 people could come and get 50 minute facials in a seven day week. That's the inventory or the capacity that she has. She, the machines are there. Whether they're doing those, all of those slots are filled. It's kind of like a hotel. If you've got 200 hotel rooms and you've only sold 100 of them tomorrow, that was perishable. Right. It doesn't get no value from it. So what's the incremental cost to give somebody an experience of one of these facials she's got? They're amazing. And some of them have like their standard facial that may cost her $20 to give somebody a facial that costs $150. So to offer somebody a free facial as an opportunity to get somebody to know them, to come into the studio, to have an experience at the studio, to see what a jewel box she's created there to get to know the people to get. While you've got a captive audience, somebody's there getting the facial to educate them about all the different facials that are available and then know that it's not a one off thing, it's not something somebody come one time and then they're done forever. You know, she's got a membership program that people can sign up to come every month for facials or do a series of facials with the micro needling or the hydraulic facials or high food facials. And probably you don't know what any of that means. I didn't either. But to educate somebody about what they do is a, you know, it's a great audience. And for only $20, I would say sometimes it's less expensive to get somebody a result than it is to convince them to give you money to get that result. It's less expensive to give somebody a facial, to get them in, have that experience of it and know that they're to at a larger rate, continue on and get more facials.

Well, you know what, Dean, let me say that to, to go back to what Kenny said earlier. I made more money before I ever started teaching marketing to anybody.

Yeah.

This is what actually showed me I could actually teach marketing to people is back in 1992 when I. So we're talking 30 years ago, right?

Yes.

And where I was giving away more than 30 years ago because I started doing this in around probably March of 1992. And I started giving away a free room of carpet cleaning, and I made more money giving away a free room of carpet cleaning than I ever did price, discounting my services. And then you translate that into, you know, six years after that, where I had sold probably, I don't know, 5,000 cleaning and restoration companies all over the world, a marketing course. And then, you know, a few Years later, over 12,000 cleaning and restoration companies and generated, you know, a couple of billion dollars in revenue had been generated from my ads and campaigns and promotions. And the number one offer was a free room of carpet cleaning. And with no cost or obligation of any kind. And once we were there, we would do a carpet audit where we would, you know, change instead of doing a quote or an estimate. Now, that being said, for everyone here, and this is an exercise that I'm going to work on and I'd like everyone to write this down. Those of you that have been following I Love marketing for a while, and it's now been 12 years that me and Dean have been doing the I Love Marketing podcast. We've had hundreds of episodes. Yes, long time. You know, Dean has this great line where he says, and write this down if you haven't heard it before, and if you have, this is a reminder. A compelling offer is 10 times more powerful than a convincing argument. A compelling offer is 10 times more powerful than a convincing argument. Because when I sit and read some of the chat messages here, which are really good, you know, how do you apply to the H Vac world? Nobody gives a until their furnace or AC doesn't work for Michael. And then Eve said, michael, I think I'm saying it right, Michael. Hopefully they care about their energy bill, the noise, clean air, humidity to keep down sickness. How can you be an expert solving for a different problem when they hadn't thought of yet? Well, well, whatever anyone has, however you bond or connect or promote or market to your existing clients, whatever market you target, whoever is referring you, if you're getting any referrals at all, the one thing that will help all of that is a compelling offer. And so, Dean, what would be an exercise that you could suggest to everyone here so that they can go into 2023 with not only more clarity, I mean, even using AI to help you work, you know, wordsmith, different compelling offers would be a. A good exercise. But how would you recommend every. Because if just listening to this, this live that we're doing right now, if you just improved the. The power of your offer and who you target it to, like the offer in the List would make a world of difference in many people's businesses. And it could be the difference between a successful business and an unsuccessful business is just getting those two things down. And I'm going to make a recommendation everyone for how to plan out 2023 in the best of ways as it relates to marketing. But speak to that if you could. Dean.

Well, I love the idea. So if you've got something that is, that's repeating that somebody's gonna buy your good or service multiple times throughout a year and into, you know, so they're gonna buy it on a recurring basis. If you're trying to attract a customer, there's nothing better than having somebody have the first experience of it for free. That's the fastest way to get somebody to try something. It's the most compelling rather than giving somebody a discount on something where they still have to to buy. So I would look at how can you offer free as a initial opportunity now, even if it's something, if it's something that you can't, if it's a one time or big ticket thing and there's no way to like give somebody an experience of something, Adding free information into something is a great way. The only things that we have to look at are what's the problem that we're trying to solve. And the basic problems are we're trying to get a lead, turn an invisible prospect into a visible prospect, or we're trying to educate and motivate and make offers to the leads that we've generated so that we get a client. We're trying to generate leads, convert those leads into clients. We're trying to serve our clients and multiply. What happens when we're doing this, giving your clients an opportunity to refer, you know, or to introduce new people where they get a benefit to do things, you know, like so so often when you give your clients an opportunity to be a hero, they will multiply themselves. A couple of examples if you offer, someone did this with the mosquito authority. I did a lot of work with them, mosquito control. And one of the things that we did was offer what we called golden tickets where we would, if you come on as a new client, then we would welcome you and we'd send you a note and include three golden tickets in the envelope that would say, let's see Michael Fishman there. I'd say, hey Michael, you know, now that you've gotten a taste of mosquito free living, you don't want to be without it. We've spoiled you, but it's okay. We've got you covered. Here are three golden tickets to give to or three free treatments to give to anybody wherever you go so that everybody can be mosquito free. Knowing that if once you have an experience of a mosquito free backyard, that's a, it's a wonderful thing. And if you know now that you've got to go to your brother in law's house next weekend and they live in a wooded area and they're going to get eaten alive by mosquitoes at the barbecue, you've got the opportunity to be a hero to the brother in law by giving him a free certificate for a, for a free mosquito treatment. So easy to recommend. And I tell people that give a friend is far more compelling than refer a friend. When you give somebody the opportunity to give something to a friend, that's why if you've got a gym, you give people passes to bring people in to the gym for the first time or to your studio or whatever it is, you give them that opportunity. So you've got an H Vac company and you have a platinum level service, a membership service where you get all these benefits of no service charges and 10 off and all, all these things. If you allow people with that level of service to extend that level of service to their inner circle because somebody said in the chat, nobody cares about their air conditioning or their things until there's a breakdown or something, that's exactly when it would be beneficial if your platinum members, the ones who value the ongoing service of that if part of their service was they get to, in a moment of need, give somebody the benefits of their platinum service so that their, you know, their sister calls and is complaining, oh, her conditioner is broken. Then they can say, oh, I got you. I'll call Mike and he'll come, they'll come right over and fix that. Now she looks like a hero, right? She looks like a hero because she gets to be a big shot. She gets, she, she's like over there at Acme H Vac, that H Vac, she just snaps her fingers and things happen. People come running. And that's where we look at all of these opportunities you have to give people the first experience of something free is the most compelling way to draw them like flies to honey, you know.

There you go.

Bees.

By the way, I'm going to, I'm going to put post again in, in the chat here. Something that's going to sound absolutely ridiculous. I'm not going to reveal it. But until you get this in the mail, if you order it quickly enough, this is the Only place you can get these right now. It just came out. It's a book called Everything Men Know about Vaginas. It is written by the top vaginal plastic surgeon in Arizona who's Dr. Cherie Ong. And I swear to God, men and women will love this. But just order some copies. I just put the link in there, which is the title of it, called Everything Men Know about Vaginas. And then we're going to do a future. I love marketing discussion on this because it's. There's. It's very instructional as a lead generator and stuff. And. But buy like 10 copies or so and just give them away for the holidays. You will. Because there's only. She. She just got the first amount in. So if. If a few people. Hopefully you may not get it before Christmas, depending on the orders, but it'll come in soon. But just check it out. It's in. Go look at the website. It is a work in progress, but it's. It's really awesome and really funny and.

Yeah.

And we have a couple of. Do you. Do you realize that Richard Vigory is on right now?

Mile.

My favorite is Richard. Richard is literally. I don't know if he's able to jump on, but Richard, man, how old's Richard now? Like 83, something like that.

But Richard, no, I can't tell you how many times I. You know, this is one of my favorite deep track, I love marketing episodes is the Richard Vigory episode. I tell people to go to that one probably more than any other.

Yeah.

I mean, he is a true marketing legend and just.

Yeah.

Just such a brilliant guy.

So.

Yeah. Richard, at any point in time, you're welcome to jump on Mike Koenigs. Mike Koenigs, who we've had on. I love marketing. Where the hell's Mike at? You. Where you at? Mike?

Hey, brother. How you doing, man? Good to see you.

Have you. Did you just hear the whole. The whole section about offers and everything? You can totally see I just caught.

The last best part, but what I heard was awesome. And I was just on with Dean. I. I signed up to spend a whole year with him, too, so he's been my secret weapon in the background. I always love every idea he comes up with.

No. Well, so what are you up to? What's new with you? What are you doing? What's the newest thing with you?

Well, I've been doing quarterly books following Dan Sullivan's leads. So I released one. I got another one coming out in two weeks and then playing with ChatGPT. So if you haven't been using Chat GPT, it's a great tool. It's free for now and you can feed it some inputs and it'll write email copy, letters, bios, if you want to prepare and do, oh, like podcast interviews, for example, it'll come up with 10 podcast question ideas on the fly. I'm happy to show it off too, but it's a remarkable tool and a great way to augment what you're doing and get past the first draft, which is always the hardest thing for anyone who needs to write copy. So it's really, really cool. And we used it last week. We, it saved us three weeks of work in, in three, in three hours. So we actually created a whole brand from scratch. So it's remarkable. It's easy to play with and you just type in commands. It could be something like, as an example, this is a goofy one, but you can say, write a sitcom based on the Seinfeld show with three characters, Elon Musk, Jerry Seinfeld and Homer Simpson, about cars and picnics and it'll write a little, a whole show for you, crazy stuff like that. It's really, really cool.

Yeah, you know what? So Mike, I'm going to read something real quick just because people. This is something to think about now. Now part two of this is going to be the positive aspect of that. And based on what you said, Robin, Farm and farming before you were on, I was saying we need to do a episode just on AI in different things. Like for instance, I have a AI newsletter that I'm doing with, you know, Future Scope. But let me read this because it says something to think about. And I'm going to post this on Twitter and I'd love to have people comment on this and just kind of see where it goes, because I'm doing a bit of user generated perspective. But here's It'll take me probably, I don't know, 90 seconds or 2 minutes to read this, but I sent this out on. When did I send this out? This went out on 11 days ago when all this started happening. So. Hi, Mike who? It was personalized to our list. You've probably seen the rise of Chat GPT, Mid Journey and other accessible AI scripts that are now being made available for use. Here's what no one is talking about as it it relates to all this. One of the biggest dangers here is we're going to rewrite and rewire dopamine. There's an author named Anna Lemke who is a professional professor of psychiatry at Stanford University School of Medicine and Chief of the Stanford Addiction Medicine Dual Diagnostic Clinic. Anna wrote a book called Dopamine Nation which I highly recommend all of you read. And I'd have. Well, I say this and I'd highly recommend you read it since it's an amazing book on dopamine addiction and more. It's a book that explains not just the biochemistry of addiction, but the biochemistry of losing control. In fact, I was messaging with Anna and she said something really interesting on this whole topic. She said, what we need is a nuanced discussion around how the very same technology that can revolutionize our revolutionize our lives for the better also has a dark side. In contemplating the AI of the near future, I like to ponder what AI will never do as well as humans. Love, hug, feel shame, apologize, and mean it. Grow a garden and smell the flowers. Kick a soccer ball with the grace and majestic majesty of a World cup player and so on. I'm starting to realize my vision is like just not as good as it used to. I'm sitting there reading from another screen here as as we begin to appreciate what human activities AI will replace and those that won't will be better able to think through the human workforce of the future and how to guide the next generation. When you start feeding the dopamine machine so that people want everything instantaneously, who's going to take time to be patient for anything? Patience is going to go out the window. Bottom line, humans are not built for this. We have not evolved quickly enough to know how to handle this and there's going to be a complete overload of the nervous system. That's what my new my book what's in it for Them speaks to the need of human connection. There's a lot of abilities for the advances in technology to disconnect people. And being a real person is more important now than ever before. AI is going to completely reorient and reorganize the entire workforce. We now have computer programs that can do the creative work people once did. What? Other businesses are going to be decimated? You think AI writing the computer script or an article for you is crazy? What if you need to figure out a holiday gift for someone and you have have bits of little information on them and you feed that into an AI. All of a sudden the AI is compiling the perfect way to impress somebody. My friend Akira Chan said something profound in an audio message to me. He said, I think we're going to see an even bigger epidemic of people who are really disconnected and being and begin to really disassociate with themselves because of how convincing and useful AI is going to become. If you can tell an AI to write a brilliant love letter to a person you're dating, or a marriage proposal, or write an essay for you on top of using AI to make yourself look like a superhero and look 10 years younger, that becomes an extreme addiction. Think of that AI writing the perfect love letter and fashioning for you the perfect visual avatar. Who is ever going to be real anymore? Where is the authenticity going to come from? When people know the things they wrote weren't really written by them, no one feels authentic anymore. People talk about deep fakes. You want to know what a real deep fake is? When everyone knows they are fake, when everything is fake, what will people crave? You're about to see a mass level of inability of people to function with other human beings. What's going to happen in the next year is going to be insane. The Plumber may end up becoming more valuable than the presidential script writer. Feed the political issues that need to be addressed into an AI. Appease the masses. But AI isn't fixing toilets yet. Having said that, there are really good things that can of course be done with AI. For example, there's an AI newsletter I'm currently testing called Future Scope that curates material together to create the Connection Insider newsletter. We're using AI to find articles and share things with people, and people seem to like it. There's a that's a useful use of AI for sharing things and connecting. You can sign up for the newsletter here and then I put a link. There is a sanity solution for all of this and I'll talk about it in part two. Best Joe and then P.S. sorry, this took more than two minutes. P.S. i'll leave you. I didn't think it would take this long. I'll leave you with something Brett Weinstein recently said on his Dark Horse podcast. It really points to something unique about the human experience, something to think about. Even if the textual analysis was completely compelling and was as good or better than what you get from the best humans, a human being would do it in do it with the use of consciousness. What if you could simulate that with computing power? In other words, if the way it was done was radically different, that it would come up with an answer that you would take to be meaningful because it was, but that it didn't have an experience of creating an answer it didn't know it came up with an answer. Is it human? Nope. Because no matter how well it simulates a Human it isn't one. Now the reason I said that is because I shared that is I really think there's going to be such a dark side to this. Now the flip side is what you can do if you are a strategic human, what you can do if you really care about your clients, what you can do if you can utilize AI to make so many things that were so difficult to do. I mean there are, you know, low level copywriters that in interns and various people that you could hire that instantaneously, this makes them a commodity and totally obsolete. And there are things that you can do instantaneously and this is just shit that's happened in the last four weeks. Imagine six months from now, now imagine a year from now. And so what, what is definitely everyone should look at playing with this. And I, I also believe that the craving of human connection and a real person is because is going to become that much more valuable. The right sort of communities, you know, is, is incredible. And so that's something that I would definitely like to speak to because part two of what I'm going to write about are all the cool things that one can do and how this will save time and will create innovations in ways that have never been available so quickly. But Mike, do you have anything to share with that? And then if you do have a new book coming out, then go ahead and plug your book.

Thanks, appreciate that. Okay, so I have a 20 year old son who is terrified of all of these things and there's articles popping up of people who are writing, you know, there's school papers using this technology right now. And earlier this week I did a podcast episode with Dan that'll be coming out in on our, on our show, which is capability amplifier. About this and what Dan said is it's going to make stupid people stupider. Because if you think about it, if you're immersing yourself constantly in high dopamine social media activities, you know, and you see so many people that just flipping through, tick tock, tick tock, tick tock, yes, that's gonna happen. But for smart people who say this is an opportunity to be augmented, to make me three, ten, even a hundred times more effective, you can create concepts, ideas, copy messages faster than it would take to assign a task to one of your support people, like if you have a copywriter or you have writers on your team, you can come up with very good ideas super quickly. And again in our case three hours, we got three weeks worth of work done. And you know, this isn't about These things, replacing people because it's not as creative. But what Dan said that I totally agree with is the hardest thing you'll ever do is come up with a first draft. And you'll think, look at your first draft and say, this sucks. This is terrible. And then our brains are designed to say, how can we make this better? It's a better way, a better way. And you're gonna add the nuance, you're gonna add the personality, you're gonna add the personalization. And I just. As a gift. It was my wife's birthday and I said, write a poem. And I fed in some details. Vivian and I met in Greece 24 years ago. A year later I proposed on my knee on the Eiffel Tower. We have a 20 year old son named Zach. And you know, every year that I grow with her, I love her even more. Turn this into a song in the voice of Bono from you too. Boom. And then I said, write a poem in the voice of Keats, okay? And it wrote some remarkable stuff. And where it wasn't quite right, I said, modify this and change this. Because it had a couple of the facts wrong, it rewrote it. And then I said, now write three variations. And I took that and I made a couple small tweaks. And that's what I read to her for her birthday, along with a little handmade gift I got for her. And she said it was the best birthday she's ever had. And the. And the most thoughtful gift ever. And that normally when I've done that would take six hours of work. And I did that in 20 minutes and it was still from me and still personal. So does that take away from the humanity? Does that take away from the connection? And I would say no. It made me a better husband, a better partner. And it also opened up some possibilities that I wouldn't have seen myself without that help. So it was like having a best friend writing. A remarkable thing for someone I care.

About is that, you know, you know what, Mike? As I think about this, because like for instance, you know, I have a VR company that I'm a co founder of and we, you know, when we first founded the company, we said, look, there's going to be a lot of people utilizing VR and AR and it is definitely the future and millions of headsets sold and how do we produce content that actually expands people? We don't want people to live in a VR world, right? And we also, you know what I've learned from addiction. Adam Ghazali back in 2014 was putting headsets on homeless people and measuring their stress levels. And it was dramatically reducing stress levels because you can create an immersive environment. So it's really what happens and what people are witnessing and how they're interacting with it. And frankly, I mean, I think most tech today, with all of the human advancements that it does, and of course this is completely in a certain context, from a mental health perspective, has done way more damage to human happiness in human beings. I mean, considering the number two cause of death for young people is suicide and social media, you know, I mean, there's a lot of the use of tech that is a constant dopamine cash register. And then you add AI into the mix. There's definitely, you know, there's definitely dark sides to all of this. You know, it's that whole thing if you invent a plane, you invent a plane crash, right? And so, you know, there's going to be a lot of crashes to these innovations and stuff. But the key is how do you interact with it, how do you utilize it versus being used by it and, you know, what are you actually doing with it? So everyone thinks they're right. You know, that's one thing I con. I write about this even in my book. You know, everyone thinks they're right, including me. And it takes a lot of awareness when I'm like, where am I wrong? Where, where am I full of what's really useful. But I'll tell you, I mean, just like Orey, who's an artist, what did he write? Let me go back to what he wrote here. He's like, I'm doing work that would take six months in about two to three days now. So certainly, you know, it would be, it would be silly to say that you cannot leverage this. You know, Ray Kurzweil first started calling technology a brain extender. You know, like a phone is a brain extender. Well, it could also be, you know, it could be a way to imprison yourself. It could be a way to keep yourself depressed. I mean, one of the things we're doing with BJ Fogg at Stanford is I, through Genius Recovery, we're funding a three year research study on connection and addiction because Stanford students, depression, lots of drinking, lots of loneliness. But translate that to every student, translate that to young people all over the world. So we're trying to figure out, you know, how to best, you know, identify things that help connect people. If, and if what you're doing, you know, is, is expanding people and it's expanding, you Then go for it. But just be very careful to what this does to the biochemistry of the brain and with dopamine when you start playing around with it, because there's a lot of playing with far. And by all means, I'm, you know, I'm no expert on this. I'm just a human that is trying to figure this. This stuff out like anyone else. But it's definitely worth looking at and talking about. And I think we should share with everyone through I love marketing, how we can apply this to leverage what everyone is, you know, joining us for. To figure out how to connect with people and how to. How to do it in ways. And so, yeah, I. I love the ability to connect with people. I just also know it's going to really disconnect people from themselves in a lot of ways if they get sucked into it. So anyway, that's my. That's my tangent.

I love it.

Mike, your book. Tell us about your book.

Sure. Thanks, man. I appreciate that. Okay, so the name of the book is your next act, and everyone here can have it for free. That's the first thing. So I just dropped a link in where you can just go and grab it. And if you want me to mail you a copy, I'll do that also as a gift. So just send your address. I'm happy to do it. So here's what it's about. The subtitle is creating a business you'll love for the rest of your life. So after the past five years, what I've been doing is working with founders to help them create bigger offers and reach more people and also create a strong personal brand. So this is the result of working with about 100 people. So it's everything I've learned. It's short, it's less than 100 pages, and I think it's a good piece of work. And so far, people are liking it. And my goal is to get a thousand people to read it. It's not important that I sell that many copies, but if you feel like grabbing a copy on Amazon for 99 cents and leaving a review, I'd appreciate that, too. Thanks, Joe.

Thank you. Yeah, and by the way, if you go and give that goofball a review only after you've read his book, then review my book. Only if you've read my book. Like, what's cool about what I did for. And I'm trying to change this in the marketing world. So I've got my book here. Not that I need to hold it up, considering I have this obnoxious you know, yellow background where there's a QR code which Lauren on my team actually did this, which was great. You know, when I'm doing podcasts now, people are like, oh my God, I love your background. I'm going to do the same thing. One of the things I did with my book is I, I asked everyone that had gotten a, a early version of it, Genius network members and you know, well known people and people that I, you know, respected and would like to have their endorsement. I said do not give me a testimonial for the book unless, unless you've read the entire book and you like it. And, and that's one of the things I want to encourage people to quit doing that are book authors is getting quotes from famous people saying how great the book is that have not read the book. Because that's bullshit. I mean you're literally lying. And so if someone wants to get a character reference or someone wants to speak to your process that you're writing a book about that, I'm not saying that's bad. It's different though than like, I think this is the greatest book I've ever read and they've never read the damn book. So I even had a couple of very famous people say, write up blurbs for me and pick the one you want. I'm like, nope, can't do it unless you read, read the whole book and you write it yourself. And so I've got some great endorsements and if anyone wants to hear me speak for, you know, the entire book. I read the book myself because I like it when authors read their own book and it's available on Audible, but I would appreciate that also. And I know a lot of people here have already gotten my book, so thank you very much, Dean, because we were, I was talking about it. Mike Dudley, can you, can you talk about Genius X and tell people about the Retreat app? Because I think what we're doing in VR and using tech is extraordinary. And also I own Cleater Arizona, which is a 40 acre ghost town in Arizona. Some of you don't may not know that, but I bought with Jason Campbell, Mike Leone and Ben Hoodie, we bought a 40 acre ghost town. We also have a, the Cleater Barn Yacht Club that happens to be there, which is pretty funny. That's being run by people that were there before. We bought the, the ghost town and we're going to do our first art show. Momo, who's actually with us right now, she, we're organizing a group of artists we're gonna have like a little mini burning man on March 3rd and then February 4th we may take, if we can organize it quickly enough, a bunch of students from Grand Canyon University and we're gonna make this a project to make Cleader, Arizona the most famous little ghost town in Arizona. So we're the first, first ghost town in virtual reality. Even if you don't have an Oculus any headset, you can go on YouTube and watch a three minute video of Cleater and me and Jason Campbell doing a little tour around Cleto, Arizona, which is pretty cool. But Mike is with Retreat. That's the name of the app and so tell people how to go test it and check it out because it's really cool.

Yeah.

You know, and I, and I think so a couple things. Obviously I've been listening to a lot of really, really good comment. By the way, my if you've been filling out your Dean Jackson bingo card, mine got full with Lil Nas X dermaplaning g unit and Mr. B. So thanks Dean Jackson. I didn't think you'd say any of those comments on this call. But you know, it's funny thing about connection and technology and I think that we have historically been really concerned about new advances in technology and the negative effects that they will have. We don't like we didn't want our kids to be on video game consoles forever. We didn't want TVs in the classroom and then we didn't want computers in the classroom and then we didn't want iPads in the classroom. And yet what we've seen, the beautiful gift that technology has given us is that it has expanded our definition of connection. It hasn't contracted it. And so VR is this really interesting new foray into this generational technology that allows people to connect in ways that they just can't do over the computer, over zoom over, staring at a screen because there's actually a feeling of presence. I say that to say there's a Stanford study I worked with, actually chatted with BJ Fogg's partner and he sent me this study that was really fascinating that talked about the feeling of presence and how it allowed for a deeper learning experience and a better level of social feeling because of presence. And it was actually noticeably bigger in women. Women felt a better form of presence. We have with Retreat created a, let's just call it a soft skills learning app, but it is a health and well being and life skills. Let's even call it professional. Professional skills app. Like a masterclass in VR that allows people to go in socially. So it's not an individual cover your eyes and learn experience. But in fact you go in with other people. You actually can join with friends or meet random new people altogether. And you can all take these courses together. They're course specific. So you might go in and download the app for free and decide, I want to learn how to interview for a job. I want to learn financial basics, I want to learn breath work, energetics, I want to heal through art and nutrition, mindfulness meditation. All of that is being built and being put into the app. And what we're seeing initially, and we just launched, we're brand new, but we're seeing initially is this is a place for people to go who are serious in VR. A lot of VR unfortunately is violence and killing zombies and 13 year olds who are humping your leg as your avatar in their social experiences. And we have found and created a place that not only has real learning and real healing that takes place, but it's also social and social in a grown up way. VR is about to get a lot smarter because of retreat and I'm really excited about that. We are doing live events regularly. We're doing a live podcast in VR where we actually shoot content on a green screen. So you have video holograms in VR which makes it look like somebody's actually standing there. We do that also with all of our content as well, all the coaches. So it is a objective based learning platform that is social and interactive and it is the first of its kind and what Meta has called a category defining app. They're really excited to help VR grow up a little bit and we're trying to do the same. So we're really, really excited. I think if you have a headset, check it out. If you it's free, just go to retreat or search for retreat within the web, within the headset. But this is something that I think, you know, we've seen the data. We know that people specifically around soft skills, people train four times faster in VR than eLearning. They're 275% more confident, 3.5, whatever, emotionally connected. There is no data that says that VR is bad for soft skills. That's that's the crazy thing about it. And that nobody has really included soft skills in their VR plans is surprising to me. There's a lot of B2B solutions, but no B2C. And we get to actually go straight to the consumer and find all these kids. The tech industry dropped 50,000 jobs this last Quarter. There's a lot of people hurting and a lot of people who need help. And we're about to bring a lot of help to a lot of people. So we're really excited. I think it's going to be a great start.

Success.

Awesome.

Put. Put a link for it in the. In the chat, if you could. Dean, here's something I want to do too that I want to leave people with today. Is that. Let me share the screen and see. Can everyone see the breakthrough DNA? Okay, so this is something that has been on Ilove marketing.com since the inception. And this is what we basically teach on I love marketing and have taught from the very beginning. And so you can get this for free. There's no course that at the end. I'll show you. See down here. I don't think it is. Do we pitch anything? That's the very bad. You can go to I love marketing to download every episode. Blah, blah, blah. You can join. Oh, look at this. How old this is. That's the original one. Yeah, yeah, this is the original report. But it's really good. And breakthrough DNA. Eight profit activators that can trigger in your business, starting right now. Okay. It goes through the before unit, the during unit, and the after unit. Many of you have read this if you've been with us for a while. But if you're not. So there's eight profit activators. The first is in here. Let me see if I can. I have a one pager of this, but I'll go through it. You know, Dean, you want to go through the eight profit activators.

You want me to remember them?

Well, that's why we write books. You think this was the funny.

That was the joke from the very first I love marketing conference. We're in the elevator and you asked me on the. We're on our way down to the. The seminar that's starting that day and you asked me, can you. Do you know all the eight profit activators without looking?

It was so funny. But yeah, no, I know all about them. Well, no. Well, here's what's funny. Amy Porterfield, she interviewed me for her podcast yesterday and she wanted me to go through all the different nine genius networking principles in my book. And I'm like, you know, I kind of have to have a cheat sheet because I. I can't remember them all. But I never try to hide that. I'm like, if I'm actually reading something, I'll say, let me just kind of go through this. But. So the first one though is narrow your focus and select one target market at a time. And you know, this is something that every year going into a new year, it's always good to audit your business and audit what you sell and audit who your audience is and just kind of use it as an opportunity to clean up what you need to clean up. Get clarity on where you need to get clarity. Drop the things that are not elf easy, lucrative and fun. Get rid, you know, get rid of the things that are half hard, annoying, lame and frustrating. And so if you read the breakthrough DNA report, it will help you. It is a great guide and we give examples of, you know, selecting a single target market. And then the second one, second one is profit activator two. Use direct response offers to compel prospects to call you. And we go through that. Okay, this is a little over 30 pages. And then the third activator is patiently and systematically educate and motivate prospects to meet you when you're are ready. Okay. And of course, so would you like a cookie? And that'll make sense when you read this. And then number four is present your unique service offer in a way that makes it easy to get started and then talk about, you know, carpet audits and that sort of stuff. Profit activator number five, deliver a dream come true experience designed from your client's perspective. See, that's where what's in it for them comes in. If you're focusing on what's in it for them, not what's in it it for you, then you will function and think and do things in a way that really speaks to what they want. And so, you know, we talk about the three types of experience someone could have. They can be an unhappy client or customer, a satisfied client or customer, or a happy client. And so in order for people to be smiling and have loyalty, which is the closest you're going to get to anything, because there's not really loyalty. You'll, you'll, you can lose that very quickly if you allow your competitors to pay more attention to someone than you do. It's way, it's the way you interact and the way you deliver things. So profit activator number six is provide after sales service even after you've already been paid. Profit activator number seven is nurture lifetime relationships and focus on lifetime value. And then profit activator number eight, the, you know, the after unit is orchestrate referrals by giving your clients the opportunity to feel great. Now we've had people that have read this that have said this is more valuable than many $2,000 courses. They've been to the many seminars and it's literally a report and download it. You don't even need to buy anything. And that's anything else you want to.

Share on that, Dean, you know, that's a great tool. I mean, it's the foundation of everything that. That we talk about on. I love marketing. And if you want to see how the 8 profit activators are either growing or slowing your business, you can go to profitactivatorscore.com and try the profit activator scorecard where you can see exactly where you stand on each of those eight profit activators. And often people say when they go through the scorecard that it gives them immediate clarity on what the big opportunity is for them right now.

Yeah. Awesome. And Gina, put after you've read it, listen to the episode, I love marketing episode where we. The one about applying the 8 profit activator. So if you do this, it will be very beneficial and useful for you planning out your business. So is there anyone I did not. So is Joel Weldon and Jenny Lachlan on the line? Are you guys still with us? They were here earlier and if they're not, that's okay. And let's see, is there anyone else I want to do a shout out to? Well, there's many, but there's not enough time. All right, we're at the hour, Dean, so. All right. What's the famous last words that we. Or do we need to do a survey? Do we need to ask anybody? Yeah, here. Let's do this. So who's read my book? If you've read my book, say yes. Yes, yes. I want to just get a. To find out who's actually read my book or say I've read it or I bought it it, but I haven't read it yet. Book and audible. Thank you. Half of it. Thank you. Okay. Thank you. Thank you. Thank you both. Wow. I love this. I appreciate it. Bought it. Not read it yet. Bought it. Not read it. Okay, great.

Great.

Please read it. I really. I spent two years on this book and it's. There's not a single piece of knowledge. Information bot. Bot, bot. Yeah, this is great. That I have ever put more work into than this. And I really hope it helps the givers of the world be better boundaried givers so that you can protect yourself from takers, narcissists, sociopaths, psychopaths, you know, all these. All these bad players out there. And I hope that the book helps wake up Some people that have been trained that the way you get what you want is to somehow be a total hustler. And I talk about there's a big difference between connecting with people and connecting, because there's connectors and then there's real connectors. And everybody wants something. But whenever you want something, make sure that your give is equal to or greater than your want. And that is what's worked well for me. And I also share a lot of cautionary tales of where I've made mistakes, how I've wasted. Chapter two. I talk about Tammy. What you can spend is your time, attention, money, effort, and energy. And I would prefer you not be wasting your Tammy on people that are not aligned with you, that don't appreciate you and don't respect you. And so the book is how to win the right friends and influence the Right people. And that's my book also. Gina, do you happen to have the video from Dave? Dave, it's like an hour. An hour. It's like one minute.

You can play it real quick.

Yeah, play this. And here's the thing. And then, Gina, you'll have to. You'll. I know Dave recorded because he couldn't be here. He's on an airplane right now. And Dave has been running I love marketing meetings in Scottsdale for years now. And he's also now heading up the ELF coaching. And for anyone that wants specific help that we have many Genius Network members that are on the line. But if Genius Network is not a fit for you or you don't currently run a million dollar plus business and you do want our help with stuff, we do have a coaching group. And go ahead and play that real quick, Gina. And then we'll do a wrap up with famous last words for everyone. Hey, guys, Dave Strain here. I know a lot of you are already Genius Network members welcome, but this is isn't talking to you. This is for everybody else. So I'm guessing there's a lot of you that are right where I was.

Where you love the free content. You love these.

I love marketing podcasts that Joe and Dean do. They're amazing.

But you don't yet qualify for the Genius Network where it's maybe you can't swing the 25k a year, maybe you're.

Not doing a million dollars a year in your business. Something like that.

So that's where the ELF business coaching program comes in. It's kind of a peek behind the curtain.

We actually use some of the tools that Joe created for the Genius Network.

As well as for his 100k group. So we get a little peek behind the curtain and get to use some.

Of the magic there. We have some amazing guests and we just, we dig deeper into a lot of the stuff that Joe and Dean teach here for free. And. But it's just a more personalized way that we help you implement these things in your business so you actually get results and you turn your business from being a half business, hard, annoying, lame and frustrating, into an elf business. Easy, lucrative and fun. So if that sounds like something you're interested, we would love to have you apply. You can do that@elfmembers.com and if you have any questions, you can always reach out to me or the team. My email is Dave. Dave@JoePolish.com so again, that's Dave@JoePolish.com look forward to connecting with you guys and learning.

More about your businesses and your goals and aspirations.

Have a great one. Bye. Awesome. Thank you. Thanks. Gina and Gina, where do they go in order to do this? If people just happen to hear the audio of this later. Yeah. Elfmember.come l f member.com and or email if you have some more questions. There's all the info on the page there and some, some great stories of our elf members and many of our elf members do come into the Genius Network. They get to that point where they are ready to join in the Genius Network and come to the big annual event and all of that great stuff. So elfmember.com and then also you can email dave@daveopolish.com Perfect. Thank you. And Gina, thank you. Thank my whole team because they're, they put a lot of work into this stuff and it's, it's awesome. And so Dean, the next. I love marketing Live. I think we're doing it the third Wednesday of next month, which is. What date is that? Gina, do you happen to have a calendar in front of you? Anybody want to put it in the chat?

Who's faster than me?

I don't have a calendar up yet. Now I think we're going to do that with. On the 18th. I believe it's the 18th with Nick Sonnenberg. I think we'll do it with Nick Sonnenberg. We'll. We'll decide. But Nick has, he is the, he's the founder of getleverage.com and he has a new book coming out, I think in February called Come up for Air. And we'll. Yeah. And we've got a, we got a bunch of cool stuff lined up. So Dean, Yes. What have we not shared that we need to say before we wrap up?

That, well, I think, you know, this whole, I'm excited about this Christmas promotion and if it's, if you still have, you still got time, you do something like this by email. So I think that kind of, you know, fast acting thing could be just the ticket for you to have a Merry Christmas.

Yeah, yeah. And if anyone still needs any sort of holiday gifts for anyone see this right here? Order like 5,000 of those and, and I'll type something up and I'll put it in the chat. If, and thank you all for the comments on my book and if you could review it on Audible or Amazon if you've read it and you like it, I would appreciate that. And let's take just a couple of takeaways that people got out of this. We'll open it up for everyone and you can share what you learned. And if you prefer not saying anything, love to have you just write in the chat what the big aha or takeaway was that you got out of our conversation today. Let us know. Anyone like to share? All I want to say is Audible's got 73 reviews for Joe's book. Let's push that over 100.

This is easy, everybody.

This is easy. There's 91 of us in the room. If we all just show some love.

Right now, that'll easily go over 100. Just to spread the word algorithm, you know, Amazon, that, that stuff really helps. So I know it's pretty effortless for.

All of us to just do that and same thing on, on the, the.

Listing, I think there's like 63 reviews.

Many of us have bought the book, maybe just didn't review it. So just pop it in there.

Happy holidays, everybody.

Cheers. Thank you. Thank you, Daniel. I really appreciate that. Thank you. What else anyone else like to share? Going once, going.

I will say ChatGPT is obviously pretty amazing stuff and the next generation of the four should be out here in the coming weeks and they're looking at, you know, the amount of parameters that we'll have will be a large factor bigger than, you know, the amount of input things that got it to do what it did. It'll go from, you know, maybe 300 billion to 10 trillion perhaps. The crazy thing is we're going to run out of data to teach AI. A lot of people are saying that the, the whole of the world's data might only be 17 trillion inputs or something. And so it's very interesting to see where this is going to Go. And we will slow down because we don't have enough information to teach these AI models, which is pretty cool.

That would be. That would be fascinating.

Yeah.

Thanks. Thank you, Mike.

I thought about maybe the great skill of this next year is going to be learning to be an AI whisperer. That if you can learn to talk to it, seduce it the way Mike is learning to, you know, prompt the best performance out of it, that's going to be a. That's going to be a big thing. Maybe we should do a thing with Mike to, you know, the art of AI whispering.

Yeah, yeah.

Happy to. And that's what Dan said, too, Dean. Precisely that. It's like teaching your team. And that's.

I.

Right before I got on here, I had six team members, and that's exactly what we're doing. I'm showing them, like, how to ask it good questions, how to develop. And they're coming to the meeting with six or eight drafts that we look at and review and how to create the model. And there is now recipe books, so there's people who are teaching it how to write code, how to write software, and you're just going to see those capabilities expand. So I think you're dead on. I'd be happy to do it anytime. Just ask.

Yeah, yeah. No, we'll organize you with Robin and Greg Santos.

You're.

You're. You're. You're. You're helping to run genius use. So you got something going on that you're. What are you doing? I mean, if you want to invite anyone here to it, to just. If they want to be a lab rat for part of one of your experiments, what are you doing? What do you got going on? Yeah.

Well, right now, what Joe and the.

Genius team have me doing is interviewing.

The genius elders and just really finding.

Out just not only just their business lessons, but also lessons for life. So the biggest thing that I'm looking.

To do is my life changed because I had mentors in my life.

My dad went to prison four times.

Mom didn't graduate from high school.

Favorite uncle used to snort cocaine in our living room growing up. And just by having access to the right information, mostly access to the right people.

I really want to teach other people how to do this, especially young entrepreneurs.

So if you want to help contribute.

To the younger generation, I am specifically looking to help people who are under 30. Would love to have a conversation if you want to share any kind of life or business lessons with the youth. Yeah. So why don't you put into the chat how Someone could connect with you. And if, and I know you're going to be doing a session that, that you're going to invite people to. I think it's like free, right?

Yep, yep.

Yeah.

Just.

Yeah. And so he's in his 20s and we've got Genius Elders, which is everyone over the age of 70, and it's, it's pretty awesome. And so we're just like literally taking young entrepreneurs and people that have been at it for a long time and it's going to be pretty awesome. In Genius Network, we've got a few Genius Network members on the line. We've got Dr. Ned Hallowell coming to the January meeting. He's, he's the top ADD ADHD psychiatrist in the world. We have Steven Kotler coming to the February meeting. He is literally one of the world's leading experts on flow. And he's got a really killer book that I'm in the middle of reading that comes out in February called Nar country, as in Gnarly G N A R. And yeah, we're going to really focus on health, wealth and health, which is mental and physical health, which is the most important thing. I mean, money's great. I love money. I'll never ever poo poo money. And I have a lot of billionaires that if they ever lost their health, they would give every penny they own to have it back. So as you go into the new year and you go into the holidays, I'm gonna, I'm really looking forward to taking some downtime. There's a ton of suffering in the world. So I also have enormous gratitude for the fact that, you know, I have a great business, lots of friends, lots of relationships, lots of awesome people around me. So go into the going to the New Year's really looking at yourself as the million dollar racehorse. Take care of yourself. That's how you'll win the right races. And really, as you think of going into next year, also look at what are the people, projects and things that you need to drop that drag you down that, that are costing you health, wealth and elf in the long run. And yeah, that's what I have to say. So thank you all for being here. Want to wish you and your families super, super happy holidays. Go ahead and save the chat if you want to save this, the links and anything, anything else from anyone else, Dean or my team or anyone else, I love it.

No.

All right, all right, everyone. We'll, we'll talk to you next time and stay in touch. Thank you so much.

All right.

Bye, everyone.

Great job.

Later.

Okay.

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