More Cheese Less Whiskers: Recent Episodes
Dean Jackson
Listen in each week as Dean Jackson helps business owners and entrepreneurs, just like you, apply the 8-Profit Activators to their businesses. Discover the mindsets growing or slowing your business.
Today on the More Cheese Less Whiskers podcast we're talking with Ross Thiebaud who sells metal roofs that run anywhere from $50,000 to $200,000, and he does almost all of it online.
No salesman in the home. No three-hour kitchen-table wrestling match. A husband and wife watch a video in the comfort of their own home, answer a few questions built right into it, sleep on it, and then get on a 15-minute call where all that's left to talk about is the price.
I love the elegance of it. By the time someone reaches out, they've already sold themselves.
We also talked about the nine-word email, which brings in 25% of Ross's business from people who didn't buy right away. That got me onto one of my favorite ideas lately, RevPUP, or revenue per unconverted prospect. The leads everyone writes off as junk are usually just buyers who aren't ready yet. Check back in 18 months and almost all of them bought a roof.
There's a lot here about patience, premium pricing, and treating your list like a time capsule of the customers you're going to have.
Key Takeaways:
- Why selling over video beats selling in the room: guard's down, they can rewatch the key parts, and they sell their spouse for you.
- The "no pushy salesman required" hook that filters out tire-kickers and pulls the ready buyers forward.
- Why making people watch the video before you'll talk price isn't a barrier, it's a qualifier. If they won't watch, they were never going to write the check.
- How the nine-word email quietly produces 25% of the business from leads everyone else gave up on.
- The RevPUP idea (revenue per unconverted prospect): why "junk leads" are usually just buyers who aren't ready yet.
- Why doing the same thing cheaper is the hardest way to make a profit, and doing something different costs more is the easiest.
Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
Today on the More Cheese Less Whiskers podcast, I'm sharing a very different kind of conversation with my longtime friend Joey Osborne, who just announced he's running for U.S. Congress in the mountains of North Carolina.
Joey's been an entrepreneur his whole life, someone who's always looking to fix broken systems. Now he's turning that problem-solving mindset toward politics, challenging a 20-year incumbent in his district. We talked about how the same principles we use in marketing apply directly to winning an election, from identifying persuadable voters to the math of reaching the 60,000 people who could change the outcome.
One thing that struck me was Joey's experience from his previous congressional run. The one precinct where he finished best was where he stood outside all day handing voters his card. Name recognition alone moved the needle because most people don't know who they're voting for when they get down the ballot.
Whether you're selling homes, insurance, or ideas, the strategy stays the same. Find the people who are persuadable and get your message in front of them at the right time.
Follow Joey's campaign at joey.vote, and stay tuned because this may become a series as we see how marketing principles work in the political arena.
Episode Highlights
- The formula for influencing 10% of people 100% of the way instead of 100% of people 10% of the way
- How a magazine distributed to just 450 people launched one of the biggest bands in music history
- Why the real estate listing strategy that works in an 8-week window applies to any time-sensitive campaign
- The video view retargeting approach that builds an audience of your most persuadable prospects for pennies
- What the $79,000 steakhouse receipt reveals about knowing your competitor's real story
- How to calculate exactly what it costs to acquire a customer—and why most people never do the math
Show links
- Show notes
- Joey.vote
The quiet week between Christmas and New Year is the perfect time to revisit the fundamentals that actually work.
While everyone else is planning their "new year, new me" marketing experiments, you could be installing the only framework you'll ever need to predictably generate clients.
In this episode, I want to share one of the early I Love Marketing episodes where Joe and I break down the 8 Profit Activators - the foundational system I've used to help thousands of businesses create vending machine marketing instead of slot machine marketing.
Putting money in and knowing exactly what goes in and exactly what comes out, every single time, rather than putting money in and hoping.
We talk about how most business owners would happily pay 20-25% of a transaction if someone delivered ready-to-buy clients to them, but they won't invest that same amount in building their own client-generation system.
I'll remind you how to think about your business in three separate units (Before, During, and After), why narrowing your focus to one target market makes everything easier instead of harder, and how to stop confusing "being nice to people" with an actual orchestrated referral system.
If your marketing feels like throwing spaghetti at the wall in any way, this episode will give you the clarity and foundation you've been missing.
Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
Being known for what you don't do can position you as the natural choice in your market.
Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Paul DeLano from Lake Life Realty, located in southwest Michigan near Notre Dame.
Paul and his son Matt have built their business since 2010 around one focused decision. They exclusively work with buyers and sellers of lakefront property. If a home isn't on the lake, they simply refer it to another agent.
We talked about how this specialization allows them to really serve their clients at a level generalists can't match, from taking buyers on boat rides before writing offers, to building relationships with everyone in their ecosystem—appraisers, dock installers, marinas, and home service providers.
What's really interesting is exploring how they're not just selling real estate transactions, but selling the lake lifestyle itself.
They advise families on how to maximize their time at the lake, connect buyers with local marinas during showings, and are building toward a full concierge service for lakefront homeowners.
Paul also shared how their direct mail approach to the known, 16,000 lakefront homes in their area has become a real asset, and how selecting a single target market opens up opportunities to become an advocate and market maker for an entire community.
There are lessons here for anyone thinking about the power of focus in their business.
Key Takeaways from This Episode:
- Why declining business outside your specialty actually generates more referrals and positions you as the obvious expert
- The 50-transaction mindset: viewing every deal as 50 touchpoints and becoming the easiest customer your vendors work with
- How being one of the few agents who calls appraisers back generates 2-3 direct referrals per year from an unexpected source
- Taking buyers on boat rides before writing offers—and why the best side of every lakefront home is the one you can't see from the road
- The difference between selling transactions and selling a lifestyle, including advising families on how to actually enjoy what they're buying
- Why true specialization creates a "blue ocean" where committed competitors simply don't exist
Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
Prevention beats recovery every time, especially when the threat is already inside your walls.
Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Kevin Donahue. Kevin is the founder and CEO of Stealth Family in Nashville, along with his partners, a former FBI supervisory agent from the Cyber Task Force and a legendary music attorney who's been in Nashville since '87. Together they're bringing enterprise-grade cybersecurity protection to high net worth families and individuals.
Kevin shared that hackers often lurk in your systems for six to 18 months before taking action, waiting for the right moment. The challenge he faces is the same one I see with home warranty companies and insurance providers. Most people only call after something bad happens.
So, we talked about positioning these threats as "avoidable surprises" rather than mistakes, and how focusing on protecting kids and elderly parents creates a natural doorway into the bigger conversation about all the ways families are vulnerable.
We also explored the idea of covering even the sloppiest cybersecurity habits, making protection easy for people who don't want to change their behavior.
If you're in any business where prevention is the product, there's a lot to think about here.
Key Takeaways:
- The average hacker is already in your system right now, quietly watching for 6-18 months before they strike at the perfect moment—a home purchase, a wire transfer, a death in the family.
- Calling threats "avoidable surprises" instead of "biggest mistakes" completely changes how people respond. Nobody admits to making mistakes, but everyone wants to avoid a surprise.
- There's no 911 for cybercrime. The sheriff can't help, the feds won't touch it unless you've lost a quarter million, and by the time you call for help, it's usually too late.
- The biggest leap in "know, like, trust" isn't getting people to trust you. It's getting them to know you exist in the first place.
- When your product is complex, find a doorway: focusing on protecting kids or elderly parents opens the conversation to everything else a family needs.
- The best prevention businesses don't ask people to change their behavior. They promise to cover even the sloppiest habits, like a pill that lets you lose weight without dieting.
Show Links:
ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
When you're running events, the difference between manipulation and value creation determines everything.
Today on More Cheese Less Whiskers, we’re talking with Joe Polish for an incredible conversation about what really makes events work.
Joe's been running Genius Network for years and he shared exactly how he thinks about creating what he calls "happy client experiences”, where people walk away with more direction, confidence, capability, and clarity.
We traced the evolution from those early Tony Robbins events we both attended in the '90s to Joe bringing billionaires like Richard Branson to his events, and most interestingly, why he didn't advertise Bobby Kennedy, Jordan Peterson, and Tucker Carlson at last year's annual event even though they were speaking.
We talk about Joe's framework of great food, great location, great people, and great conversations - but the real insight was his distinction between being admired versus being useful.
What really stood out was Joe's observation that success traps are harder to escape than failure traps, and how he uses my "compelling offer is 10 times more powerful than a convincing argument" principle to think about every aspect of his events.
This whole conversation is a masterclass in understanding the 8 Profit Activators through the lens of high-ticket event marketing.
Focusing on your Profit Activators starts with knowing exactly who you want to serve.
Today on the More Cheese Less Whiskers Podcast, I talked with Michelle Miramontez, who has been in business for over 20 years and works primarily with coaches, consultants, and other service providers.
We started by talking about how she attracts clients and the types of offers she leads with. Then we walked through Profit Activator 1 and discussed narrowing her audience to create a more compelling “who,” particularly for her full-service automation packages. We also explored the difference between front-end lead generation and how that relates to long-term relationship building.
As the conversation progressed, we looked at ways Michelle could create compelling “cheese” for each segment of her audience, particularly the distinction between business owners who are already aware of automation versus those who don’t even know they need it yet. We also talked about using The Book Strategy to start more meaningful conversations.
This is a great example of applying the 8 Profit Activators in a consulting context where the service is both strategic and technical. You’ll see how the right positioning can completely change how people engage with your offers.
Key Takeaways:
- I delve into Michelle's transformative journey from a real estate agent to a life coach, highlighting how her extensive industry experience and empathetic coaching style merge to empower agents.
- We explore Michelle's innovative techniques aimed at reducing high dropout rates among new and struggling real estate agents, with a focus on mastering open house strategies for lead generation.
- Michelle shares insights into her latest venture—a global community of agents launched on July 15—designed to provide continuous support and foster growth in the real estate industry.
- During our conversation, Michelle reveals her unique conversational framework for open houses, which flips the script on traditional methods, focusing on meaningful interactions rather than just handing out flyers.
- We discuss the effectiveness of Michelle's system in securing clients through open houses, with her clients seeing success within a short period of applying her methods.
- Michelle outlines her membership model for agents, offering them resources and support to implement her proven strategies in their real estate practices.
- Throughout the episode, Michelle and I reflect on the importance of building trust and rapport with potential clients, emphasizing the role of open houses as a powerful tool in the real estate toolkit.
Show Links:
ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
Acting skills can transform legal outcomes in ways most trial attorneys never consider.
Today on the More Cheese Less Whiskers Podcast, I'm talking with Olivia and Steve from Trial Haus Consulting, who met in college theater and now help attorneys deliver more compelling courtroom performances.
They've seen remarkable results helping attorneys shift from traditional impeachment approaches to more conversational techniques, contributing to over $40 million in verdicts since 2022 and even helping secure an acquittal in a potential life sentence case.
We had a fascinating discussion about moving beyond hourly billing to align their interests with attorneys through contingency arrangements, plus creating systems to document and scale their unique approach.
This podcast really demonstrates how bringing specialized expertise from one field into another can create breakthrough value. It's a great example of using my VCR (Vision, Capabilities, Reach) formula to expand impact.
Key Takeaways:
- We're talking with Olivia and Steve, co-founders of Trial Haus Consulting, who have developed innovative programs blending theatrical techniques with legal practice. Their eight-week program aims to enhance advocacy and storytelling skills in the courtroom by integrating improv and scripted acting methods.
- Olivia and Steve explain their focus on cross-examination strategies, highlighting techniques like the "yes and no" method. They share a case study of a seasoned attorney who achieved a significant verdict using these skills, showcasing the transformative potential of their approach.
- We explore Trial House Consulting's business dynamics, including the benefits of remote work and balancing billable hours with business development. Olivia and Steve discuss the shift from in-person sessions to online courses, which allows for greater flexibility and client interaction.
- The episode delves into the challenges of operating in high-stakes environments, emphasizing the need to align service delivery with clients' financial constraints. Olivia and Steve consider strategies to demonstrate their value in the American legal system, where payments are often contingent on case outcomes.
- We examine the email marketing strategies employed by Trial House Consulting to manage and engage their list of trial attorneys. Olivia and Steve focus on retaining top-tier clients and leveraging marketing investments to drive repeat business, emphasizing the importance of adding value to their communications.
- Olivia and Steve discuss the concept of viewing excess capacity as "investable hours" and how collaborating with trial attorneys on a contingency basis can lead to strategic growth. They highlight the potential benefits of offering their services as a strategic asset to enhance client outcomes.
- The episode concludes with Olivia and Steve expressing gratitude for the collaborative journey and their excitement for future opportunities. They share their commitment to maintaining communication and fostering a sense of camaraderie and optimism within the legal consulting community.
Show Links:
ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
Finding invisible prospects is often the biggest challenge for service businesses.
Today on the More Cheese Less Whiskers podcast, We're talking with Megan Cannon, owner of Back to Balance Counseling and Consulting in the western suburbs of Chicago about an 'I want that' response in people.
Megan specializes in helping high achievers, overwhelmed parents, and anxious teenagers find relief through empirically supported treatments. Her practice is thriving with over a thousand sessions monthly, but she's looking to grow her team and reach more daytime clients.
We explored how to create a "prospect vending machine" by using targeted ways to transform invisible prospects into visible ones. Rather than just positioning to be selected through referrals or social media, we discussed proactively identifying people who need help with anxiety, OCD, and executive burnout within her five-mile radius.
The conversation revealed how offering valuable content like a book can both generate new leads and enhance referrals, turning "refer a friend" into the more powerful "give a friend" approach.
Key Takeaways:
- I introduce Megan Cannon, the owner of Back to Balance Counseling and Consulting, who discusses her practice's focus on supporting high achievers, overwhelmed parents, and anxious teenagers in the western suburbs of Chicago.
- Megan emphasizes the benefits of in-person therapy sessions and shares her plans to expand her team to meet growing client demand, highlighting the need for more qualified clinicians.
- We delve into strategies for attracting daytime therapy clients, particularly focusing on college students, stay-at-home parents, and remote workers. We also address the importance of maintaining a work-life balance for therapists.
- Megan discusses the role of indirect referrals in connecting therapists with potential clients and explains her approach to helping clients change their relationship with anxiety.
- We explore innovative clinic growth strategies, including the use of social media ads and resources like an anxiety solution book to turn invisible prospects into visible ones.
- The episode highlights the effectiveness of using books as lead generation tools, focusing on creating captivating titles and covers to attract potential clients.
- Megan shares her experiences with email engagement to nurture relationships with potential clients, demonstrating how to maintain a supportive presence for individuals seeking help now or in the future.
Show Links:
ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Dr. Joseph Tanti, a chiropractor who recently purchased a 30-year established practice in Edmonton, Alberta.
We talked about increasing his Return-on-Relationships, measuring spines under management and creating systems to orchestrate referrals rather than just hoping for them by using something like the World's Most Interesting Postcard to 'program' patients to notice high-probability conversations about back pain, sciatica, or other conditions he treats.
We also explored how targeting specific conditions with lead magnets can transform invisible prospects into visible ones within his five-mile radius. Books like the Plantar Fasciitis Solution, are great ways that people identify themselves as exactly the person who needs your help.
These approaches work for all sorts of businesses where customers might not recognize all the ways you can help them.
Key Takeaways:
- I explored Joseph's transition from taking over a long-established chiropractic practice and discussed Joseph's focus in Edmonton on patient retention through innovative marketing strategies, such as pay-per-click advertising, email newsletters, and community events tailored to attract new patients while maintaining the practice's 30-year history.
- The conversation highlighted Joseph's concept of "return on relationship," emphasizing the importance of regular communication and engagement with patients, particularly those with sedentary lifestyles, to prevent recurring issues.
- Joseph shared his evidence-based approach to chiropractic care, concentrating on musculoskeletal issues and the intersection with physiotherapy, moving from acute pain management to maintenance care for lasting wellness.
- We examined the process of orchestrating referrals through meaningful conversations, emphasizing the importance of actively connecting people with solutions rather than merely mentioning names.
- Joseph described the use of strategic engagement tools like text systems and embedded cues in communications to enhance patient relationships and increase referrals.
- The episode delved into identifying visible and invisible prospects, using social media advertising to transform them into leads, and leveraging both digital and physical materials to maintain patient engagement., Alberta, to strategizing for its sustainable growth, including his journey to becoming an orthopedic specialist.
- We discussed Joseph's focus on patient retention through innovative marketing strategies, such as pay-per-click advertising
Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
Family businesses need more than just legal documents to secure their legacy.
Today on the More Cheese Less Whiskers podcast, we’re talking with Paul Deloughery, a probate and estate planning attorney with over 25 years of experience working with business owners and families.
We explore how Paul can apply the Before Unit framework to attract his ideal clients - business owners who need more than standard estate planning. By selecting the right audience and creating a compelling offer like his "family benefits plan," he can build trust before prospects even consider hiring him. This approach transforms his service from reactive problem-solving to proactive relationship building.
Paul's story about reuniting an estranged family shows the power of this approach. Rather than waiting until after death creates painful conflicts, he's creating a new category of service that addresses the underlying dynamics. This perfectly demonstrates how patiently educating and motivating people, and presenting the right offer can create breakthrough results for professional service providers.
Key Takeaways:
- Focusing on the "who" you want to be a hero to is essential before determining your best service offering and its price point.
- Creating a "family benefits plan" instead of a "family constitution" demonstrates how language choice significantly impacts client perception and engagement.
- Building a prospect "vending machine" requires clearly articulated outcomes that prospects can visualize and would willingly pay to achieve.
- The concept of a "stress test" for estate plans provides a concrete, marketable service that appeals to proactive clients who already understand the importance of planning.
- Using carefully chosen emotional language like "avoidable surprises that derail even the most cautious estate plans" creates more engagement than technical legal terminology.
- Focusing on specific, tangible outcomes (like peaceful family Thanksgiving dinners) makes abstract services concrete and compelling to potential clients.
Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
In this episode of More Cheese, Less Whiskers, Chris Wysokowski shares his journey from working in his family’s painting business to helping others grow theirs. He discusses transitioning from hands-on projects to strategy and business development, emphasizing the importance of maintaining relationships with past clients.
Chris explains how to treat completed projects as "homes under management" and stay top of mind through regular communication. He also introduces methods to create more opportunities from each job, using tools like an annual touchpoint calendar and circle radius prospecting.
Chris's approach focuses on building long-term success through smart planning and relationship management, shifting from chasing new leads to creating a steady stream of work from satisfied clients.
Summary:
- In the episode, I introduce Chris Weissakowski, who shares his journey from a hands-on painter to a business growth mentor, highlighting the importance of transitioning from operational tasks to strategic business development.
- Chris emphasizes the significance of maintaining strong relationships with past clients, viewing completed projects as "homes under management," to enhance business revenue through repeat and referral opportunities.
- We discuss systematic approaches to maximize a painting business's potential, including the use of an annual touchpoint calendar and innovative metrics like "gallons under management" for project scope assessment.
- Chris provides insights into effective customer engagement and project management, introducing strategies such as circle radius prospecting to expand business opportunities from a single job.
- The episode delves into the development of a structured and repeatable business growth system, emphasizing the documentation of processes and the use of CRM systems for better client management.
- We explore how Chris's strategic insights, influenced by industry leaders like Jay Abraham and Dan Kennedy, can empower entrepreneurs to enhance their businesses, particularly in local markets like Eastern North Carolina.
- The conversation highlights the potential for impactful change through clarity and continuous improvement, setting the stage for a transformative year in business development for painting contractors.
Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
Today, on the More Cheese Less Whiskers podcast, We are talking with Steve Light. Hearing his journey from web designer to Swindon's prominent mural artist demonstrates the transformative impact of rediscovered creativity. After a twenty-year hiatus, his return to art during lockdown has resulted in over 25 exhibitions and Swindon's largest mural, bringing vibrancy to the community.
His figurative expressionist style, influenced by Jean Dubuffet and Jean-Michel Basquiat, now adorns a converted post office studio where he creates works that challenge traditional artistic boundaries. Light's practice spans from street murals to gallery exhibitions, proving art's versatility in modern spaces.
Through initiatives like the Red Cliff Collective and collaborations with local musicians, Light exemplifies how artists can engage communities while maintaining creative integrity. His work continues to reshape Swindon's visual landscape, making art accessible to all residents.
Summary:
- I introduce Steve Light, a mural artist from Swindon, who shares his journey from being a shy child with a love for art to becoming a significant figure in the street art scene of his hometown. 2. Steve discusses a discouraging experience with an art tutor that led him to abandon art for 20 years and how he humorously hints at a connection to the mysterious artist Banksy. 3. We explore how Steve reignited his passion for art during the lockdowns, transitioning from web design to a full-time art career, and how he secured a studio in a repurposed post office. 4. Steve describes his artistic style as figurative expressionist, drawing inspiration from artists like Jean Dubuffet, Keith Haring, and Jean-Michel Basquiat, and his aspirations for larger-scale works. 5. We delve into the intersection of art and commerce, discussing how artists can balance creative pursuits with commercial opportunities, and the role of art in branding and environments. 6. The episode explores the concept of street art collectives and creative collaborations, highlighting the impact of such initiatives on local communities and how they can elevate artists' reach. 7. We discuss the potential for forming a self-appointed art collective, drawing parallels between the art and music industries, and the opportunities for multidisciplinary collaboration within a collective. 8. Steve shares personal inspirations, including his love for 90s hip-hop and 80s bands, and discusses the potential for local initiatives, such as mural projects and designing for restaurants, to engage communities. 9. The conversation touches on previous collaborations, like painting a suit for a musician performing at Glastonbury, showcasing the value of leveraging local talent and creative synergies. 10. The episode concludes with ideas on creating innovative art projects, like permanent outdoor exhibitions, and the transformative potential of art in both individual careers and community development.
Show Links: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com
In this episode of the More Cheese Less Whiskers Podcast, Stuart and I discuss the power of non-traditional books in lead generation. We delve into the process of using a self-published book as a tool to generate leads and share strategies that have resulted in impressive records, such as 1753 leads at just $3.53 per lead.
Stuart highlights the value of daily knowledge and asking the right questions, and I reveal how to write a book in 30 days with a resonating title. We debunk the myth that a book needs to be lengthy to be successful and discuss the impact of concise, impactful books that address potential clients' concerns.
Summary
- We discuss the potential of non-traditional books in the realm of lead generation
- Dean reveals the secret of writing a book in just 30 days, and the power of book titles that resonate with your ideal prospects.
- We highlight the impressive record of generating 1753 leads at just $3.53 per lead, and the strategy of generating leads for as little as $300.
- We delve into the process of using a self-published book as a lead generation tool.
- Stuart shares how he utilized the concept of a 'self-milking cow' to help people convert more leads.
- We emphasize the value of daily knowledge and the craft of asking the right questions in lead generation.
- We reflect on the influential book 'The Owner's Manual Through Your 40s' by Sean Phillips and his video with Bill, 'Body for Life'.
- We explain the art of creating concise, impactful books that address the five burning questions in the minds of potential clients.
- We debunk the myth that a book needs to be voluminous to succeed, emphasising that content trumps length.
- We discuss the power of an attractive book title, effective marketing strategies, and the advantages of using a podcast to connect with potential clients.
Show Links:ProfitActivatorScore.com BreakthroughDNA.com 90MinuteBooks.com
Today, on the More Cheese Less Whiskers podcast, we're talking with Carlos Garrido, a former investment banker turned sales trainer, about his unique career journey and the power of selling.
He shares his experiences navigating cultural accents in business, outlining how a northern English accent benefited his role in American sales environments while American accents in the UK gained new prestige over time.
Carlos runs a high-performing sales training program, and we talked about separating 'lead getting' from 'lead convering' and the sometimes lengthy process that can frustrate some sales teams. Carlos shares his experience working with business owners without robust sales skills and the challenge of natural salespeople, and we talk about finding the right mix of high-value, high-volume opportunities.
This is a really fun conversation with lots of takeaways.
Summary:
- Carlos, shares his journey from an investment banker to a successful sales trainer, discussing the advantages of a northern English accent in the American sales environment. 2. He explains his process of settling in Miami, learning Spanish, and the role of language in sales. 3. He delves into the significance of lead conversion in any successful sales strategy. 4. We discuss how some business owners and leaders generate revenue without strong sales skills, indicating the challenge of managing natural salespeople. 5. They explore the 'before' and 'during' units of the sales process, providing insights into lead management and conversion. 6. The conversation shifts to business scaling and selecting a target market, emphasizing the economic relationship between business owners and customers. 7. Carlos shares his views on the differences between a self-serve environment and a membership program, and the complexities of pricing services at different points. 8. They discuss the power of market targeting, highlighting the potential it holds in high volume and low ticket strategies. 9. The podcast examines the impact of accent on sales success, especially the benefits of a pleasing northern English accent in the American market. 10. Carlos reflects on the challenges and rewards of his sales training journey, emphasizing the impact of sales skills on an individual's financial independence.
Show Links: Show Notes Roost Real EstateProfitActivatorScore.com BreakthroughDNA.com90MinuteBooks.com
Today, on the More Cheese Less Whiskers podcast, I want to share an episode of the Listing Agent Lifestyle show I just recorded with my good friend Chris McAllister.
This is a great episode discussing the evolving role of real estate brokers, and I want to share it here because although we're talking about real estate, the real message is how to adapt and provide value in a changing world.
We explore how the rise of technology, particularly sites like Zillow, has transformed how clients access information and the value brokers provide. Chris traces the evolution of brokerage models from Remax to Keller Williams, and we debate the sustainability of the hundred percent commission shop model.
So, whether you're an industry professional, interested in real estate trends, or in any other business impacted by tech, this discussion offers some really interesting insights.
Summary:
- This episode highlights the transformation of the real estate industry, particularly the evolving role of brokers, the impact of technology, and the value proposition of brokers in the age of digital platforms like Zillow.
- We discuss the evolution of brokerage models, from Remax to Keller Williams, emphasizing the current shift towards hundred percent shop models and its sustainability.
- Dean emphasizes the increasing importance of the shelter business and how brokers must adapt and reinvent themselves to remain relevant in this changing landscape.
- We speak about the bifurcated real estate market landscape, highlighting transactions that are either very simple or require significant expertise.
- Chris emphasizes the continuing importance of strong client relationships in real estate, even in an era of increasing digital automation.
- We discuss strategies for creating a market-making culture, leveraging social media for Immediate Open Houses, and maintaining consistent communication with buyers.
- Emphasis is placed on the importance of setting clear expectations for agents and the benefits of having an experienced partner to navigate the market.
- We touch on the transformative power of technology in the real estate industry, including how platforms like Zillow have democratized information.
- Dean and Chris argue that while technology has streamlined certain aspects of real estate transactions, the need for skilled professionals to guide and negotiate complex deals remains essential.
- We end the episode with a discussion on the importance of building the right team in real estate and the value of having experienced partners to help navigate the market.
Show Links: Show Notes Roost Real EstateProfitActivatorScore.com BreakthroughDNA.com90MinuteBooks.com
Today on the More Cheese Less Whiskers Podcast, we're talking with Tobin Jarrett Poppenberg about becoming the voice of his niche in the audiobook space. Tobin's come from a very successful career, and he shares how developing a bond with his nephew by reading Harry Potter stories inspired his new venture. The challenge now is profiting in this competitive space. So we had a great conversation about the options in becoming the voice of children’s audiobooks, and how a podcast, sponsor opportunities, and using recordings to launch additional products can help him become the go to person in this space.
Summary:
- Tobin Jarrett Poppenberg discusses his journey in the audiobook industry, revealing the intricacies of audiobook performances, the difficulties in making a profit in the industry, and how he discovered his passion for audiobooks. 2. Tobin shares a personal story about his bond with his nephew, fostered through reading Harry Potter together, showing the powerful impact of storytelling. 3. The idea of creating a podcast dedicated to reading public domain stories and introducing new books to listeners is explored. 4. The potential of children's content on platforms like YouTube is discussed, as well as the possibility of Tobin becoming a curator for children's books. 5. He presents his vision for the podcast, discussing details such as the publishing calendar, potential sponsors, and how to keep the audience engaged. 6. The potential use of podcast recordings as a basis for books and other ventures is considered. 7. He shares his plans for exciting giveaways and how much he values listener feedback. 8. We explore Tobin's background, including his past in marketing automation and his discovery of audiobooks during his time at college. 9. We look into the difficulties of competing in the audiobook industry and the copyright constraints for performers. 10. The possibility of Tobin's podcast serving as a platform for discovering new children's books and authors and the potential size and scope of the podcast's audience is explored.
Today on the More Cheese Less Whiskers podcast, we're talking with Eric Anderson, professional magician turned speaker who shares his journey from foster care to speaking in front of large audiences.
We talk about how focusing on connecting with your audience can yield big returns. How he's used joint venture partnerships and book giveaways helps expand his audience and attract people interested in public speaking, and how he created a flagship email to stay in touch with people by featuring clients' business victories.
We also discuss why documenting your journey is so compelling and creates a blueprint others can follow.
This is a fascinating episode with lots of ideas to take away.
Summary
- Eric Anderson's journey took him from foster care to professional magic to motivational speaking. His unique experiences allow him to help others unlock their potential and effectively share their stories for paid engagements.
- Eric emphasizes that the size of an email list is not as important as who you're reaching and how you connect with them.
- He discusses a case study of a client who broke the six-figure mark with a small email list, demonstrating that it's about reaching the right people, not just having a large audience.
- Anderson explains why some people may not achieve their desired results and highlights the importance of documenting success stories to create a roadmap for others.
- He shares strategies that have driven his success, including joint venture partnerships and book giveaways.
- Eric’s book giveaway has helped expand his outreach, attracting those interested in public speaking.
- ‘Eric’s Escapades Reality Show’, his weekly email series, play a crucial role in enticing people to attend his workshops.
- Eric believes that every email sent out can open doors for growth and expansion.
- He holds free seminars twice a year and is currently testing a paid version of that and private coaching.
- Anderson guarantees to help people make three times their investment back with his program and has had clients who have seen many multiples of their investment with him.
Show Links:
Show Notes
Eric AndersonProfitActivatorScore.com BreakthroughDNA.com90MinuteBooks.com
Today on the More Cheese Less Whiskers podcast, we have a first for the show; we're talking with upcoming wrestling talent Blake Steele, who's turning his wrestling dreams into reality.
Blake and I pull back the curtain on the pro wrestling industry and talk about how it's as much about storytelling and character creation as it is about athleticism. We dive into the art of fighting and its famous personalities like Logan Paul and Mike Tyson and how they have masterfully used their styles to captivate audiences.
We talk about what goes into the making of a wrestling superstar, tracing Blake's journey as he navigates the wrestling universe, and we talk about the marketing opportunities that are just as true for a wrestler as they are for any business owner.
Whether you're a hardcore wrestling fan or just curious about the similarities in building a brand for your business, this episode is a great listen.
Summary
- The episode features a deep-dive conversation with upcoming wrestling talent, Blake Steele, providing an insider's perspective on the pro wrestling industry.
- Steele emphasizes that wrestling is as much about storytelling and character creation as it is about athleticism.
- Famous personalities like Logan Paul and Mike Tyson are analyzed for their distinctive styles and their ability to captivate audiences.
- Quick thinking and improvisation are crucial skills in wrestling, contributing to the creation of compelling narratives and characters.
- Personal branding plays a significant role in wrestling, with Steele sharing insights on crafting a perfect catchphrase and the journey to being signed by major wrestling organizations.
- Steele explains the importance of audience engagement in shaping his personal brand and discusses the making of a wrestling superstar.
- The episode explores the journey of becoming a professional wrestler, including the process of attending wrestling school and working independently until being picked up by a recruiter.
- The importance of body language, tone of voice, and physicality in character creation is discussed, as well as the significance of improvisation.
- The discussion covers the intricacies of navigating the path to WWE success, including the importance of earning respect from the audience and standing out in the wrestling world.
- Steele and the host discuss the need for wrestlers to create an atmosphere with music, colors, and logos that best defines them as performers, along with the importance of allowing audience participation in their growth journey.
Show Links:
Show Notes
Blake Steele - Instagram
ProfitActivatorScore.com
BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking with Brett Attaway, a solar sales entrepreneur from Utah who's now based in north Florida.
Brett's taken his years of marketing experience to the solar industry in a company he started a little over 3 years ago, and we had a great conversation about the opportunities he has to use this experience in this new sector.
We talked about the three key success factors: finding the right install company, understanding the value of a client, and creating a referral program, and how bringing these together can be a game changer for clients and the company.
There are some great insights and ideas in this episode that apply to many industries, including creating transferable opportunities for customers by offering a price break for a certain volume of panels and incentivizing referrals is unique, making customers the hero and not the company.
Summary
- The solar industry presents a wealth of opportunities for entrepreneurs, particularly in the residential solar business.
- Success in the solar industry hinges on three key factors: finding the right install company, understanding the value of a client, and creating a referral program.
- Selling solar can be a lucrative business despite the challenges, provided it is done correctly.
- The value of a customer over time is crucial to ensure the success of a solar business.
- Creative marketing strategies, such as using postcards, can be a valuable asset for a solar company.
- Offering a price break for a certain volume of panels can create transferable opportunities for customers.
- Incentivizing referrals by making customers the hero and not the company can boost sales.
- The journey from marketing to solar offers valuable insights for budding entrepreneurs.
- Building a team that keeps everyone informed can contribute to the success of a solar business.
- The Solar Academy provides a non-biased approach to helping solar companies succeed, offering services such as marketing, sales, and business systems and processes.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com
Today on the More Cheese Less Whiskers Podcast, we're talking with Philipp Marda, the founder of theglobalresident.com, as we explore his journey from professional soccer to becoming a global citizen and entrepreneur, helping others investors become global citizens.
We discuss the importance of targeting the right market and identifying the different types of entrepreneurs and investors he can help.
We also touch on the FIRE (Financial Independence, Retire Early) concept and the advantages of maintaining a low budget to preserve financial independence.
Summary
- Philip Marda, founder of theglobalresidents.com, helps entrepreneurs and investors become global citizens by lowering their taxes, improving their lives, and diversifying their assets.
- Marda's unique multinational background, experience living in various countries, and fluency in multiple languages make him a leading expert in helping people navigate global residency.
- The transition to "Cloudlandia," where geography no longer matters, has opened up the world for many people, making it easier to live and work internationally.
- Marda focuses on entrepreneurs and investors who can live wherever they want, as they can get better deals in different countries.
- There are various options for global residency and citizenship, and Marda helps clients find the best fit for their needs.
- Tax optimization strategies and global citizenship can be used to build wealth and improve lifestyle.
- Marda shares his approach to living a global lifestyle, including the time spent in each location and how to maximize the benefits of working with him.
- The FIRE (Financial Independence, Retire Early) group concept is discussed, as well as the benefits of having a low budget to stay financially independent.
- Marda targets high-income entrepreneurs and investors looking to become global citizens and build wealth through tax optimization.
- Digital content creation is important for establishing oneself as an inspirational leader in the field and building a successful business.
Today on the More Cheese Less Whiskers podcast, we're finishing our conversation with Jesse Desjardins. He's worked in some great locations, and we talk about the challenge of marketing a complex destination like Neom in Saudi Arabia, a place no one has ever seen before.
We also talk about the skill of discernment and invention, the importance of working with someone with the tenacity to drive projects to completion, and how to effectively select and work with the right people to execute our vision.
Jesse & I have a long history together, and it's great to share these insights with you, and, if you missed part 1, you can check that out at https://morecheeselesswhiskers.com/247
Summary
- The challenge of marketing an unknown and complex destination like Neom in Saudi Arabia required a unique approach and collaboration with the online photography platform Unsplash.
- Unsplash, with its large community of free photography and more distribution than Getty, iStock, and Adobe Stock combined, provided the perfect platform to find the best photographers to showcase Neom.
- The project involved bringing 14 of Unsplash's top photographers to Neom and creating a brief based on the thousand most downloaded photos in travel.
- The brief focused on four distinct photography styles that convey the scale of the destination, safety, and human connection, deviating from traditional destination marketing strategies.
- By working directly with photographers with the vision and capability to execute the project, the team created a more authentic and engaging story.
- The photographers brought their unique skills and interpretations to the brief, resulting in a diverse and captivating image portfolio showcasing Neom's beauty.
- The Entrepreneur Team Genius Test helps identify the strengths and weaknesses of individuals in a team, ensuring that all aspects of a project are covered and executed effectively.
- Combining vision, assets, and reach creates a powerful multiplier effect that can help achieve success in marketing complex destinations.
- The goal is to make Neom the most downloaded destination in travel even before it opens, leveraging the reach and distribution of Unsplash.
- Collaborating with the right people and focusing on the vision and capability aspects of a project can lead to better outcomes and more creative solutions, even with a smaller team.
Today on the More Cheese Less Whiskers Podcast, we have a special episode because I had the pleasure of catching up with my longtime friend and collaborator, Jesse Desjardins, in person as we celebrate our 25-year friendship and professional journey together.
We talk about how asking, 'What would I do if I only got paid if I delivered results?' helped us focus on achieving tangible results and navigating technological shifts and how we uncover the power of minimalism and the minimum effective dose in marketing success.
In part 1 here, we discuss his 12 favorite problems and how he leverages the VCR (Vision, Capabilities, Reach) formula to create unique experiences and stories in the work he now does.
This is a great conversation as we share some insights and reminisce about our 25-year journey.
Summary
- Jesse Desjardins and Dean Jackson celebrate their 25-year friendship and professional journey, discussing how their shared insights led to significant leaps in Jesse's career.
- They emphasize the importance of focusing on results and navigating technological shifts by asking, "What would I do if I only got paid if I delivered results?"
- The power of minimalism and the minimum effective dose in marketing success is discussed, highlighting the effectiveness of a short, 50-page book in capturing email addresses.
- They explore user-first marketing, allowing for real-time testing of ideas and receiving feedback, and the importance of separating compelling from convincing in advertising.
- Jesse's innovative approach to marketing combines education and user-generated content, positioning Tourism Australia as the "mayor of Australia" and creating the World's Biggest Social Media Team, outperforming other national tourism boards.
- They discuss the importance of storytelling in marketing and how Jesse's 'You Suck at PowerPoint' Slideshare and other strategies have stood the test of time.
- Jesse shares his approach to unlocking collective intelligence in his work, such as his speaking gig in Toronto and his work on the Neon project in Saudi Arabia.
- The duo discusses the VCR formula (Vision, Capabilities, and Reach) in marketing, focusing on telling the story of a place like Wadi Ram and thinking differently to overcome skepticism.
- They emphasize the importance of recognizing and utilizing available capabilities and assets to bring a vision to life, using examples of Kylie Jenner and local businesses taking advantage of their 15-mile radius.
- Jesse and Dean explore the potential of collaboration between two parties to create something new, using the VCR formula to create unique market-maker opportunities.
Today on the More Cheese Less Whiskers podcast, we’re talking with Michael Devcic, all the way from Croatia.
We dive into the challenges and setbacks Michael had to overcome before eventually finding success, running Google ads for local businesses, creating a successful business that takes just 45 minutes a month and how a strong project manager can ensure success.
We also discuss his ventures into information products, his goal of finding more people to collaborate with on rev-share deals, and the importance of maximizing influencer collaborations.
We wrap up talking about the opportunity to create a 90 Minute Book and conquer local markets by providing knowledge and developing a scale-ready algorithm to help local businesses.
Today on the More Cheese Less Whiskers podcast, we’re talking with Eleni Dilos, a seasoned interior designer who has successfully moved from the fashion industry to interior design.
We had a great conversation about tapping into the psychology of why people make referrals, the opportunities to find clients who are early in their journey, and the benefits of collaborating with architects.
I love the opportunity to create lead generation strategies with people on these calls because the ideas are universal, it’s just the implementation that needs adapting to your situation.
Today on the More Cheese Less Whiskers podcast, I’m talking to Bill Storm about his journey from creative real estate finance to coaching entrepreneurs and how storytelling has played a crucial role in his success.
We talk about the steps to create a sales process and get your message out to the right people, how Bill has scaled his own business and focuses on the front end to book more appointments and the importance of turning invisible prospects into visible ones.
This is a great episode, and we wrapped up exploring the metrics he uses and the strategies he has in place to sustain everything.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, I'm answering a question I've been asked a lot recently; "What are the most impactful books you've read to fast-track my marketing career?"
So today, I'm running through my top 10. The books I return to time and time again, and the ones that have shaped the way I think about marketing and have influenced the programs I've developed.
As you're thinking about your business and marketing, taking inspiration from others and applying them to your situation is the fastest way of progressing. There are some great lessons here, and I'm excited to share what I took from them.
Be on the lookout too for a genuine surprise. Neatly folded in one of the books is an original ad response I received over 20 years ago. So as an unexpected bonus, we can break down one of my first ads!
I can't wait to hear the lesson you take from these books.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking to Kelsey Reidl from Toronto, Canada, where she offers one-on-one marketing coaching services that help small to medium-sized businesses build evergreen systems to clients buy their services as soon as they're ready.
Kelsey started her marketing career in the corporate world, working for health food brands before becoming a freelancer and building an online course called the Visionary Method, helping business owners build online and offline marketing strategies.
We talked about all the ways she can scale her existing business and really developed this idea of maximizing the relationships she's already building to create sustainable results for both her and her clients.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking with my great friend Mike Koenigs. We've known each other for more years than I care to remember. He's a brilliant marketer and has always been on the leading edge of new marketing technologies.
We had a great conversation about all the buzz around AI and how it will affect every element of our lives, our business, how we write copy, and how we think about marketing. Mike has a great take on the value and importance of now having a solid brand to stay ahead of everyone else.
We ended by talking about the importance of having a bigger, better personal brand because, as businesses come and go, being seen as an authority elevates you as an individual and creates opportunities.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking with Kim Baillie, owner of FloralArtOnline.com and President of the Florida Art Association based in Australia.
The association has a great opportunity in 2027 as they will host the World Show for the first time in 40 years and Kim's looking to make the most of this by building an online community of people interested in creating art with flowers.
We had a great conversation about the different types of artists in the online community and the work she can do to build a list of prospects for a membership program.
By the end of the call, we had uncovered a great plan to discover those five-star prospects.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking to Larry Stelley from El Paso, Texas, where he's the President of the Youth Business Academy, a non-profit helping kids develop an entrepreneurial foundation.
The program started over a year ago and has grown by creating programs to engage young people and get them involved in business and entrepreneurship.
Larry's been looking for different ways to find his market, and we had a great conversation about applying the 8-Profit Activator, using a book to start the conversation, and the approaches we talk about in email mastery to get him in touch with millennial parents who have teenagers and would be keen to join programs on financial literacy, and entrepreneurship.
By the end of the call, we hatched some great ideas for programs that can be created to get more leads.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking with Paul Whately, tax accountant at M.A. Whately based in Ireland.
The firm was started almost 40 years ago by Paul's father, who grew the business by delivering a great service and working with referrals.
Paul's looking to build on this success by cracking the code to a reliable source of recurring new business. We had a great conversation about what he's doing in the before unit to get in front of potential clients, compel them to raise their hands, and patiently educate and motivate them to get started.
By the end of the call, we hatched some great plans to dig a well of potential leads.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking with Derek Menchan from right here in Central Florida. He's a bassist and classically trained cellist who's worked with many great artists and producers, and we had a great conversation about the opportunities musicians have today.
He's also a college professor, and we talk about some of the ways students and artists approach marketing their music. He's currently working with artists who think commerce taints the art somehow, so we looked at all the ways to authentically build an audience.
Derek's a great guy to chat with, and talking about his new project and the lessons he's picked up in the music business is a great way to think about the 8-profit activators.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking with Matthew Coast from Austin, Texas.
You might remember Matthew as a guest on the show a few years ago. He runs a successful dating business, helping women find committed relationships, and today we're checking back in to see how his company has grown since we last spoke.
It's great to hear about the changes he's made, which offers have worked well, and the indicators he started seeing that made him realize it was time to start expanding options.
Matthew's great to talk with, and I love that we get to check back in to get an update from the field.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking with Greg 'the moose-man' Johnson from Bear Mountain Quest in Michigan, where he owns and runs a pretty unique hog hunting experience.
He's been a member of our Email mastery group for some time, so I've got to work with him on email campaigns before, and today was a great opportunity to dive deeper into what's working and what's been a challenge.
We spent some time talking about the difference between fans, those people interested in following what he's doing, and the customers willing to pay to be a part of it.
Greg has a great story. He's passionate about his business and the people who come to experience the hunt, and we got chance to narrow in that audience, and the right offers to make to them.
Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less whiskers podcast, we're talking to my friend Dan Martell from British Columbia, Canada, we've known each other for about 6 years now. We have a similar approach to business and the vison to create a lifestyle.
Dan runs SaaS Academy, one of the largest coaching companies for software and high-speed ventures and he's invested or consulted in companies like Hootsuite, Udemy, and many other billion-dollar companies. He has a new book called Buy Back Your Time and we got to talk about the important lessons he has learned in his 20 years in business, finding your ideal customer and making sure that you meet their demand. This is a great episode as we dive into building business frameworks, going upstream, and discovering who your customer is.
Show Links: Show Notes Buy Back Your Time ProfitActivatorScore.com BreakthroughDNA.com
Today on More Cheese Less Whiskers, we're talking with Andre Norman, mentor and renowned "Ambassador of Hope".
His story is a journey in turning your life around. From illiteracy and gang activity as a child to more serious crime as an adult, he was eventually sentenced to over 100 years in prison, where during his two-year stay in solitary confinement, he had an "epiphany," and he decided to make a change.
Andre is the example of something I've been thinking about a lot recently. What would happen if you applied yourSELF. Your Sphere Energy Leadership and Finances.
This was the perfect opportunity to dive into the idea and hear from someone who's done just that.
Show Links: Show Notes Andre Norman ProfitActivatorScore.com BreakthroughDNA.com
Today on the More Cheese Less Whiskers podcast, we're talking with Tyler Dawley, a 4th generation organic chicken farmer from Big Bluff Ranch in Red Bluff, California.
Tyler's business is a bit different from our usual guests. He joined our world after watching a call I did with a group of organic, direct-to-consumer farmers earlier this year.
He's passionate about his business but recognizes that Manny farmers are producers first and think about getting to customers second. He's making the most of all the opportunities we talk about to close that gap and talk directly to customers.
This was a great show. I'm always excited to see the 8-profit activators being applied to all sorts of businesses & Tyler & I hatched some great chicken plans - pun intended ;)
Show Links:Show NotesProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast, we're talking with my great friend, Joe Stumpf. Joe & I have known each other for more years than I can remember. We spent a decade on the road together, and now he's created a process work called Private Work, teaching people how to be their own coach.
In more than 40 years of coaching and working with people in many different capacities, Joe discovered that most people have all the answers within themselves. The challenge, the work, is to discover it.
As he says, 'You can help them with an action plan, help them get some clarity, but unless they discover the answer themselves, the likelihood of them taking action is slim.' That's where Private Work comes in.
This is a great conversation & Joe's passion for guiding people through the process to let people discover their insights and tap into their resourcefulness really shows.
No matter what business you're in, this idea of helping people reach a conclusion is a great lesson.
Show Links:
Privatework.comProfitActivatorScore.com
BreakthroughDNA.com
Today on the More Cheese Less Whiskers Podcast, we’re talking with Billy Bishop, owner of Top Flight Electric, right here in Winter Haven.
You might remember we spoke a few weeks ago about nurturing the relationships he already has, and today we took that a step further by looking at how taking responsibility for the breaker panel in a client's home could develop that relationship even further.
When we find other related parts of managing homes, there's an opportunity to add even more value for these homeowners by thinking in terms of homes under management.
Show Links:Show NotesProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast we're talking with Aaron McRann from Penticton BC, and Aaron has a really neat product that helps people with wrist pain, to do bodyweight exercises, push ups, and things like that without any pain.
This came out of a personal issue he was having and he figured out a way, with some ingenuity, to create these pushup blocks that allowed him to do pushups and body weight exercises without any pain.
Now the issue is how do we get those in front of people who have this type of pain.
This is a little bit of a different episode than we normally have because it's with someone with a physical product that solves one specific issue.
We had a really great conversation and we went through the Before Unit profit activators and how we would approach this idea of solving all the wrist pain in the world by starting with all the wrist pain in Kentucky and BC.
Show Links:Show NotesProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast I want to share a classic with you.
This show started as a way to share the 8-Profit Activators with more people in a way that really helps them... an 'all cheese' conversation, and it was an idea that really started after one of the early shows I recorded with my good friend Joe Polish on the I Love Marketing Podcast.
Way back in episode 7 we recorded a yellow pages roulette show where we opened up the yellow pages, randomly picked a business & talked about all the ways we'd market that company if we were talking to the owner face to face.
It's still the show people ask me about... If it works in the yellow pages, why not talk to business owners directly. Now 228 episodes later, it's still one of my favorite things to do.
So here's the original and if you want to be a guest on the show, just send me an email to dean@deanjackson.com
Show Links:Show NotesProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers Podcast, I want to introduce you to the idea of a 50-Minute Marketing Sprint. The process I would use if I were coming into your business to take over the marketing department.
I love this concept because it really helps us remove the noise and focus on one outcome at a time. I think of it as fresh snow and the opportunity to lay new tracks without getting burdened by the back story of your business.
So, we're going to look at your Before Unit, identify your ideal clients, and then think about the steps we can take to introduce them to our world and compel them to take the first step.
It's a formula that's worked for hundreds of businesses with all sorts of clients, and I'm excited to share it with you.
Show Links:Show NotesProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast I've got something special I'd love for you to hear.
Two or three years ago, I was running full-page ads in Success Magazine telling about 'The Amazing Nine-Word Email That Revives Read Leads'. I was experimenting with a new approach to engaging with people who would respond to the ad, and it was really interesting because people who responded would call the ad, an article.
I've posted the article in the show notes so you can see what I was doing, but the amazing thing was, we ran that ad for several months and averaged a 68% opt in on the landing page. This was cold traffic from a magazine ad, and what was even more amazing was that we would get over 40% engagement once people responded and left their name and email address.
I used a very simple sequence to engage with people who requested a copy of the Email Mastery book.
After they received a copy I'd invite people to get together with me on the phone to brainstorm some of their nine-word emails and subject lines. We would have group calls just like the very first one I'm going to share with you today, and you can see the landing page at emailmastery.com so you can reverse-engineer the process to see how it works.
What was amazing to me was hearing people I've never met before, coming on and sharing the results they were getting with the nine-word email they read about in my 'article' in Success Magazine.
There are lots of lessons to deconstruct here I want you to hear this because I'm going to deconstruct the process and share with you exactly how you can apply it to your business.
Show Links:Show TranscriptProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast, we're talking with my great friend, founder of Genius Network and author of a new book, What's In It For Them, Joe Polish.
I get to speak with Joe and our guests all the time over on the I Love Marketing Podcast, but it's always great to talk 1-on-1 about some foundational principles and that's what we have today.
He's just written a new book going deeper into the nine Genius Networking principles that help you get what you want by helping others get what they want.
It's the perfect way to get anything your heart desires by helping others achieve their goals, all while making friends with amazing people along the way.
We talk about becoming a 'Pain Detective' in your marketing and personal relationships, the origin story of Genius Network, and how to quickly spot deceivers who try to use ‘sincere connections’ to try and take from you.
Don't forget, you can watch the video at MoreCheeseLessWhisker.com/225 and then head to WhatsInItForThem.com to find the book.
Show Links:What's In It For Them
Show NotesProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast, we're talking with my friend and owner of the Dolphin Image Studios, home of this very podcast, Juan Pantoja.
The facility here in Winter Haven has a lot of history in the movie business, and Juan and his partners took it over in 2020 and are rebuilding it to its former glory.
They've done some great work on the buildings, the technology and the 8-acre 'back lot', and they're really providing a one-stop shop to movie makers.
When we think about the VCR formula - Vison + Capability * Reach, they have a great opportunity to be even more successful by becoming that C, the capability for all sorts of businesses, not just movie makers.
This is a great conversation with lots of ideas on taking your skills and becoming the 'who' for people looking to multiply their capability.
Show Links:
Dolphin Image StudiosShow TranscriptProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast, we're talking with my new friend, country musician Ryan Joyce.
I love chance encounters & that's exactly what happened with Ryan. We met because we both happened to be hanging out at the same coffee shop. Ryan is the double of my good friend Ross, so of course, I had to say something.
I got to know him more, and we had some great conversations about the opportunities he has to engage and build the people who love his music, so I wanted to share some of these with you.
We had a great show talking about his latest release, building his audience, amplifying the success he's already had, and orchestrating his fan base to keep them engaged and wanting more of the music he's creating.
There's a lot here, and whether you're a musician or entrepreneur, You'll recognize Ryan's passion for the things he creates and his enthusiasm for sharing them with people.
Show Links:Show Transcript
Ryan Joyce MusicProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast, we’re talking with my good friend Lane Bowers. The world's most passionate marketer in the world's smallest niche!
Lane's been a friend for 25 years. We met here in Winter Haven and we hit it off right away. I'd just come out of building my marketing ideas and applying it all to my real estate business. The Internet and all its opportunity was just starting, and Lane was a barefoot water skier, not just any barefoot water skier, but a former world champion, barefoot water skier.
He was running ads in Water Ski Magazine, and I laid out this long business plan printed on a dot matrix printer. A manifesto showing Lane how to capture email addresses and build a business of people who are likely to do business with you in the years to come.
Today we’re checking in on that story, and what Lane is doing today using the skills he learnt building that list.
Show Links:Show TranscriptProfitActivatorScore.com
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Today on the More Cheese Less Whiskers Podcast, we’re talking with Billy Bishop, owner of Top Flight Electric, right here in Winter Haven.
We had a great conversation talking the journey he's made over the last five years from starting out to now having a thriving business with four vans and a whole crew of people doing the work.
We then turned our attention to the future and looked at niching down his before unit to create opportunities rather waiting for reactive opportunities, and we talked about the big opportunity in his after unit of nurturing relationships with the people who already know him already like him already trust him.
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Today on the More Cheese Less Whiskers podcast, we have a special new episode.
The very first guest on the podcast was immigration lawyer, Jim Hacking. We talked then about using a book to identify his best prospects, people who are looking to move to America, and the big opportunities that he has in really tapping into building a list of people who are on that path.
Now, we're starting a new season of the More Cheese, Less Whiskers podcast, in video! and our very first guest is... Jim hacking.
We had a great conversation. We talked about the tremendous growth in his business since we first talked and we moved into talking about the big opportunity that he had in his After Unit now he's really dialed in the Before Unit.
We talked about the books he's written with us at 90MinuteBooks.com, and the success of this YouTube channel. It's an amazing machine that continues to bring in new business for them, but now we talked about rolling that over and looking at the big opportunity in building his 'return on relationships' in the After Unit.
You can check out the show notes and watch the video at MoreCheeseLessWhiskers.com/220
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Today on the More Cheese Less Whiskers Podcast, we have a special treat.
Usually, when I have people on the podcast, I don't know them, it's the first time I'm getting to know what they're working on, but today I've got my good friend, Tim Organ.
Tim is married to another good friend, JJ Virgin. I was at their house for dinner just after Christmas, we were talking about energy and focus and all those things you think about to get an edge on the New Year, and Tim gave me some supplements he had been working on as part of a top-secret project.
Well, now his project, his edge performance pack, is available.
It's a really great combination I've been taking since then that gives clarity and focus. What's great about it is the energy I get is what I call a 'happy energy,' rather than the amped-up feeling you might get from a caffeine-type supplement. It just helps to stay focused and clear.
So, Tim and I are going to talk about the launch of his new supplement, and I'm excited for you to hear the brainstorming of the idea and hopefully give you a chance to experience this for yourself.
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This week on the More Cheese Less Whiskers podcast, we're continuing the conversation I had with my good friend James Schramko.
Last week we focused on what was happening with James on that side of the planet; this week, I bring James up to speed on everything I've been doing.
It was a great conversation, including piggybacking business models, measuring success, and... how to start a makeup business!
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Last year, for obvious reasons, I didn't get to visit Australia for my annual Breakthrough Blueprint, and a two weeks' stay in Manly.
So, this week I’m catching up with my good friend James Schramko to compare our work routines, what our daily schedule looks like, how we’re dealing with the changes of the last year , and what our plans look like for the future.
It’s always great to see what’s on the other side of the planet!
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Today on the More Cheese Less Whiskers podcast, we're talking with Mardi Boettcher from California. Mardi is embarking on a new adventure as a coach, and this is a perfect example of how all of the elements of the Before Unit perfectly fit in place.
We went right through from selecting her target audience to getting people to raise their hand so she can build an audience of ideal prospects, and we talked about Profit Activator 3: How to educate, motivate, and engage in a dialogue with them so she can present the offer to join her program.
It was a great conversation because she has a really focused secret target audience, looking to attract ladies who are entering their sixties and who want to amplify and get everything they can out of life.
She has a real passion for this way of living. She loves the idea of working with this audience, and she's well on the way to get there.
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Today on the More Cheese Less Whiskers podcast, we have a very special episode that I'm excited to share.
One of the great joys in my life is my relationship with Jay Abraham. Jay and I have amazing, long conversations about marketing, philosophy, what's going on in the world, and this week I got to record one of these conversations for you.
It's a great opportunity for you to listen in to the ideas we talk about, and we also talk about something special Jay is doing with Tony Robbins tomorrow!
So this Saturday, Jay and Tony Robbins are holding a marathon event called 'Lock In 2021'. They do these amazing hot seat events where Jay gets to spend a day with Tony Robbins and his platinum group. These are people from all over the world, his highest level masterminds, and all they do is tag team back and forth doing Q&A hot seats, answering questions, helping strategize or solve challenges for these business owners.
Jay and Tony have edited 12 hours of the best of these sessions into a marathon session they're going to be hosting tomorrow.
This has my highest recommendation. I'm not an affiliate or anything like that. I want you to experience how they do it because our podcast is all about that same approach. It's essentially a hot seat every week we share and apply the 8-Profit activators.
So, check it out at Lock In 2021, and in the meantime, listen to my conversation with Jay.
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Today on the More Cheese Less Whiskers podcast, We're talking with Gordon Geraci, and if you are an ice cream lover, today is going to be a podcast for you!
Gordon's from Cincinnati, Ohio, where he's invented what is he's calling the perfect ice cream bowl. He's very passionate about the product. He loves what he's created. I think it's a great idea, and we talked a lot about how to get the word out about this new product.
This is a great episode for anyone introducing a new product or idea to people. Ice cream lovers are everywhere, all over the world, so how can we apply the 8-Profit Activators to the marketing of the perfect ice cream bowl.
This was a fun episode, and I think you're going to enjoy it.
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Today on the More Cheese Less Whiskers podcast, we're talking with Troy Royster, who owns a commercial maintenance cleaning company based in New York.
They work in several States around New York, they've been in business for a long, long time, and Troy is an entrepreneur who's a student of the game! He has a long pedigree of taking action on all kinds of marketing ideas to build his business, and because of that, he's built something amazing. Now he has so much potential and so much opportunity that we had a great conversation about how to deploy these capacities, including this idea that when you can serve a lot of different people in a lot of different areas, one of the greatest things we can do is deploy our ability to select a single target market.
That's going to be the big lesson in this episode.
A lot of the time people set up their business so they can be selected by a wide variety of people. One of the things we have to understand when we're going out to develop our Before Unit, is that we are doing the selecting!
You get to select who would be the ideal client.
If you want to grow your business. If you've got the capacity to take on new people, rather than just open yourself up and take on whoever comes, we've got the opportunity to select who that person is.
When you really understand that, it makes sense to think about who would be the largest check, who would be the most delightful, who would be the most convenient, who would be a lifetime client.
We had a great conversation exploring those options and really narrowing it down to who would be best to approach first.
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Today on the More Cheese Less Whiskers podcast, we're talking with Bill Flitter from Moraga, California, where he's very passionately involved in youth basketball, helping kids gain confidence.
He sees this as the big thing basketball skills can really do for kids, so he's had a lot of involvement in various programs.
Over the years, he's developed training protocols, he's got a great name for his program, he's developed an app, and we talked about how to take all of that and package it up into an opportunity for syndicating everything he's developed for Moraga, to people all over the United States.
You're going to enjoy this episode, especially if you've got something you think you might like to duplicate or scale to other marketplaces.
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Today on the More Cheese Less Whiskers podcast, we're talking with Charles Wallace from California.
This is a great conversation because we dive into the idea of creating a program around all the things Charles has learned about elite performance from his +20 years as a football coach.
As we talked, it became clear that Charles has a passion for coaching quarterbacks. They have a great opportunity to maximize their abilities and opportunities, but it requires discipline and a systems approach to developing their careers.
We outlined how Charles can approach something like this in a way that helps narrow your focus to a single target audience and also create something with an outcome that's worth pursuing.
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Today on the More Cheese Less Whiskers podcast, we’re talking with Jeremy Segal, a commercial photographer from up in Vancouver.
He asked how do you stand out as a photographer, trying to stand out among all the other photographers, and get the attention of the agencies that are hiring to do photography for hotels and commercial photography work.
So we spent the hour having a great conversation about the difference between positioning yourself to be selected and doing the selecting yourself.
When we talk about selecting a single target market, that's what we're talking about, you doing the selecting, not you being selected!
It was a great episode, with lots of ideas, so listen in.
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Today on the More Cheese Less Whiskers podcast, we're talking with Aaron Lester, all the way from the Philippines.
Aaron helps personal trainers who work with people virtually, and one of the things we had a great conversation about is the idea of building your prototype.
In order to scale something, you have to have a proof element and what I call the scale ready algorithm.
So much of the frustration I see people experience with scaling is that they haven't taken the time to get things scale ready, and often that's about just investing time and energy in figuring out your protocol. Figuring out the best things that works for one of your ideal audience.
Whoever you choose as a target market, it's about getting the core right, and then being able to scale from there.
Once you get something scale ready, you may find it could be even centrally managed, and you could offer an entirely different service where you just deliver the result to people who just want to be personal trainers, or chiropractors or coaches or dentists, and don't want to be marketers or technicians.
So much opportunity stems from your ability to crack this idea of getting the scale ready algorithm, and this episode is great to start thinking in that way.
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Today on the More Cheese Less Whiskers podcast, I'm going to share the last of a 3 part podcast series that Joe Polish and I did way back in Episode 12 of the I Love Marketing podcast, talking about the concept of the self milking cow.
It's particularly relevant now because Dan Sullivan and Ben Hardy have just released their new book 'Who Not How' and this concept was the genesis of that idea. So it's a great time to listen to the behind-the-scenes thinking that evolved to their big concept.
If you haven’t listened to the first part of the series, I'd recommend going back to the last episode, but more importantly, go get a copy of Who Not How. It truly is a revolutionary book that will make a big difference in your life.
You've heard me talk a lot about this idea of being the cow and not succumbing to the temptation to be the self milking cow, trying to do it all yourself. Well, this is the framework and the philosophy that gets you there.
It's a great time of year to contemplate going into 2021 with a real Who Not How plan to multiply your efforts in the coming years. daily routines and a lot of really cool stuff. There is great information here that I think you will find valuable.
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Today on the More Cheese Less Whiskers podcast, I'm going to share part 2 of a 3 part podcast series that Joe Polish and I did way back in Episode 12 of the I Love Marketing podcast, talking about the concept of the self milking cow.
It's particularly relevant now because Dan Sullivan and Ben Hardy have just released their new book 'Who Not How' and this concept was the genesis of that idea. So it's a great time to listen to the behind-the-scenes thinking that evolved to their big concept.
If you haven’t listened to the first part of the series, I'd recommend going back to the last episode, but more importantly, go get a copy of Who Not How. It truly is a revolutionary book that will make a big difference in your life.
You've heard me talk a lot about this idea of being the cow and not succumbing to the temptation to be the self milking cow, trying to do it all yourself. Well, this is the framework and the philosophy that gets you there.
It's a great time of year to contemplate going into 2021 with a real Who Not How plan to multiply your efforts in the coming years. daily routines and a lot of really cool stuff. There is great information here that I think you will find valuable.
Show Links:Show TranscriptProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast, I'm going to share part 1 of a 3 part podcast series that Joe Polish and I did way back in Episode 12 of the I Love Marketing podcast, talking about the concept of the self milking cow.
It's particularly relevant now because Dan Sullivan and Ben Hardy have just released their new book 'Who Not How' and this concept was the genesis of that idea. So it's a great time to listen to the behind-the-scenes thinking that evolved to their big concept.
Over the next two weeks, I'll share the other parts of this series, and what I'd recommend is that you listen to all of these, but more importantly, go get a copy of Who Not How. It truly is a revolutionary book that will make a big difference in your life.
You've heard me talk a lot about this idea of being the cow and not succumbing to the temptation to be the self milking cow, trying to do it all yourself. Well, this is the framework and the philosophy that gets you there.
It's a great time of year to contemplate going into 2021 with a real Who Not How plan to multiply your efforts in the coming years.
Show Links:Show TranscriptProfitActivatorScore.com
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Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast, we're talking with Gary Klaben, and Gary is a financial advisor from Chicago.
Gary has a really great program of videos and education that employers can offer as a benefit to their employees, giving them access to real financial advice when they need it.
He's put a lot into creating an app that provides all of these videos to employees to help them get educational advice on practical things like what to do when they're going to buy a car, or when they're going to buy a house, or how to think about money. Things they wouldn't necessarily have access to otherwise.
What he's really doing is helping provide a sense of financial wellbeing for employees of large employers.
So, one of the things we talked about was how to get this word out, and towards the end of the call, we really came up with the idea of ideas, which is identifying potential clients for this service, and how do we get the message in front of them.
This is a great episode and will really help you think about who benefits from your service.
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Today on the More Cheese Less Whiskers podcast, we're talking with Rene Floyd from Perris, California, and Rene has a wonderful business helping people make their beautiful, curly, wavy hair look even better.
Rene's a retired hairstylist who's developed her own products and methods to help people, and I love her single target market focus. She's got great products, and she has a great business, so we talked about overlaying the idea of a before, during, and after unit on to what she's doing, and found that a lot of her business is actually in the after unit.
That's really where a business like this is.
When you have a business where you solve an ongoing problem or provide an ongoing solution for someone, and you create an experience they love, they have an opportunity to come back again and again and again.
That's your great opportunity to build an amazing business.
We ended by talking about the before unit, acquiring brand new business and thinking about how much you would cheerfully pay to develop a new customer, and we had a great little breakdown of how to think about business in that way.
This is a great episode, especially if your business had the opportunity to build relationships with clients in this way.
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Today on the More Cheese Less Whiskers podcast, we're talking with Stu Swineford from Boulder, Colorado, where they have an agency that helps nonprofit and purpose-driven businesses with their marketing.
We had a great conversation about selecting and narrowing to a single target market. I love that they're crystal clear on who it is they want to work with, and we talked about how they can get more involved in that community in a way that would start providing engaging content for them.
There are so many opportunities, including a nice content marketing strategy involving podcasting, and if you're looking for ideas to connect with your potential customers, this is a great episode.
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Today on the More Cheese Less Whiskers Podcast, we're talking with another Canadian, Ginny Campbell.
Ginny's a life coach who left a career in television production to pivot to do something that really suits her, and meets what she wanted for her late-career, and she's now able and equipped to help other women going through the same thing.
She's built up a nice list of 2300 people who are paying attention to her emails, so in our call today, we talked about how to engage with those people and really get the conversation going.
This is universally applicable, So if you're in that kind of a situation, you're going to get a lot out of this episode.
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Today on the More Cheese Less Whiskers Podcast, we have a very special episode because I got to talk with my cousin, my second cousin, Lennette Palermo, from Canada.
Lennette's a Six Sigma, business process specialist. She's starting a new consulting business to help entrepreneurs and business owners map and process their businesses.
I love this kind of thinking because everything fits with what we do with the 8 Profit Activators. So much of creating a great business is creating a great experience, and so much of creating a great experience is in having a process map.
We had a great conversation about her experience, how she helps business owners, and what you can do to think about mapping the processes in your business, and we're actually working together right now on a business mapping process for my business, so I can't wait to share how that turns out.
This is a great episode to really help you capture what's great about your business.
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Today on the More Cheese Less Whiskers Podcast, we're talking with Geoffrey Fullerton, all the way from Jamaica.
Part of his business is as an affiliate for a particular service, and we had a really interesting conversation about his approach to finding people, then building and keeping a dedicated group of users who would benefit from the shrive he's promoting.
It's really an 'After Unit' model of building relationships, as opposed to just being a 'Before Unit' of finding people who want to sign up.
It's a great jumping-off point because we went on to talk about how to differentiate yourself and the importance of selecting a single target market that responds to this differentiation.
If you're an affiliate of any product or service, this is a good model to think about how you can add value to the basic tools that people are using.
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Today on the More Cheese Less Whiskers podcast, we're talking with return guest, Jeff Moore from California. He has been a longtime friend. He's been around since the very earliest days of the I Love Marketing podcast and was one of the early guests here on More Cheese Less Whiskers.
Jeff had a lifetime of experience in the seafood business. If you ordered any kind of fish in a restaurant, it probably came through him. He built great relationships over the years, and now, after that company sold, he started and quickly grew a new business based largely on those relationships.
This was a great conversation looking at all the ways he's developing this new business. We talked a lot about the value of his 'After Unit' business and ways he can maximize that.
We went on to talk about his 'Before Unit.' He has a limited number of visible prospects he can work with, and this is the case for many B to B businesses, where you can identify the manageable number of potential clients you need to approach to be successful. So we talked about ways to establish a relationship with those people and look to make inroads and build that relationship over a longer period of time.
If your business is in a similar situation, there are a lot of ideas here to dominate that visible audience.
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Today on the More Cheese Less Whiskers podcast, we have a very special podcast with John Paul DeJoria.
You may recognize John Paul's name as the founder of the Paul Mitchell haircare brand and as a billionaire philanthropist. He's a super nice guy, and Joe Polish and I had a chance to speak with him on our I love marketing podcast.
We've got to know him a little over the years. He came to speak at a genius network event, and this podcast was a wonderful conversation talking more about some of the things that are important to him in life and business.
He's a very smart guy, very thoughtful, and it was great to hear about his daily routines and a lot of really cool stuff. There is great information here that I think you will find valuable.
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Today on the Listing Agent Lifestyle podcast, we’re talking with Martin Zvolensky, all the way from Switzerland, and Martin has an incredible story.
He moved to Switzerland and, through a series of events, ended up starting an eco-cleaning service, and we talked about the differentiation needed when you’re doing something that provides intangible benefits.
We had a great conversation about the kind of things you need to be thinking about if you’re an alternative solution for people, and there are a lot of great ideas you can apply to your business too.
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Today on the More Cheese Less Whiskers podcast, we're talking with Kenny MacCarthy, all the way from the North Shore & Cape Ann area of Boston, Massachusetts.
I've known Kenny for many years, he's a great friend, and we had a really good conversation about essentially becoming a media company.
Kenny's a very successful, long-time realtor. He got a great business that's working well. He has an established team. They've been doing Getting Listings programs for oceanfront listings right on Cape Ann, so he has everything working there, but he's looking for more. He always wants to grow.
One of the things Kenny loves to do is make videos. He loves shooting video, playing with the technology, and trying all kinds of video ideas, so we had a great conversation about the possibilities to scratch that itch, and really create some bigger opportunities that he could be excited about working on.
This is a great way to engage people no matter what type of business you're in, so there are lots of ideas in this show.
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Today on the More Cheese Less Whiskers podcast, we're talking with Brandy Hart from Dallas, Texas, where she has a medspa that specializes in helping people with Botox, fillers, facials, and all things beauty.
We had a really great conversation. They're a relatively new company, they're growing quickly and are really doing a great job of getting and building an enthusiastic clientele, so we talked about some referral and 'before unit' strategies to bring in new people in an affordable way. A way that treats the leads as a capital investment.
You've probably heard me talk about this way of thinking a lot, and this is the perfect example of how it applies, so you're going to really enjoy this episode.
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Today on the More Cheese Less Whiskers podcast, we're talking with David Scott from Maryland.
David's a personal trainer, he's been helping people for many years, and he has an audience he wants to serve of men in their 40's and 50's who are starting to, as he calls it, fend off father time.
We talked a lot about the needs of people in this area. He already has a lead magnet that's gathering leads for around $2, so we talked about how to treat that engagement, nurture the opt in, and try and engage with as many people as he can, to ultimately think through what is it we're ultimately going to be able to help these people with.
Once you crack the code of understanding the conversation, then you can scale it.
This is a great call to think through this exercise, and about the needs of one particular audience.
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Today on the More Cheese Less Whiskers podcast, we're talking with Carlos Valdes from Portland Oregon, where he's a therapeutic therapist.
We had a great conversation about the results he's able to get with people faced with recovering from an injury or some mobility issue, and they want to get fit and back out into the world.
You can tell Carlos is very invested in the process and the outcomes his clients get when you hear him describe their big dreams of wanting to climb a mountain, get back to hiking or do the thing they love. It's a very fulfilling way of running a business.
It's a lifestyle business for him. He wants to continue doing what he loves with no plans to retire, so we brainstormed a great after unit strategy for orchestrating lifelong referrals.
You are really going to enjoy this episode, and you can join in as we talk about the psychology of why people refer by heading over to GettingReferrals.com and downloading a free report called 'The secret psychology of why people refer real estate agents and how to be the only one they refer.' And if you're in a business that's not real estate, don't worry, the psychology will apply in exactly the same way, no matter what your business is.
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Today on the More Cheese Less Whiskers podcast, we're talking with Giovanni Marsico, founder of Archangel, and second-time More Cheese Less Whiskers guest!
Now, if you're reading this & listening to the episode in the week the show drops, before midnight on Sunday, July 27th, you can go and watch Giovanni's new movie, Dreamer, for free during the premiere week.
I want to make sure that, even if you don't get a chance to listen to the episode all the way through, you at least know you can do that by going to dreamer.movie or dreamerdocumentary.com.
So, go watch the movie, come back, and all the things we're talking about in this episode will make more sense, because we're talking about how do you turn this fascinating movie, and everything that's happening along with it, into a movement.
You're going to really enjoy this episode and the movie.
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Today on the More Cheese Less Whiskers podcast, we're talking Martin Planken, all the way from The Netherlands.
This was a fun podcast. I first met Martin virtually when I was speaking at a conference in Amsterdam via zoom. We had a Q&A session, and Martin was one of the people who got up and asked a question.
He has a really neat model where he holds local photo contests in various Dutch cities, getting the Mayors and local leaders involved… It was such an interesting conversation, I told him it would be great to talk more on a More Cheese, Less Whiskers podcast.
So we arranged it, and here we are. I think you're going to really enjoy this episode.
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Today on the More Cheese Less Whiskers podcast, we're talking with Chris Davis, and if you are a copywriter, web designer, any freelance practitioner, I think you're really going to enjoy this episode because it speaks directly to the situation you might find yourself in.
If you're a great freelancer, a great copywriter, a great web designer, and you're doing your work with clients, but every time you get a new client, you're creating original work and building a reputation with them, and there's no equity in that.
There's not a sense that you're building assets that deliver recurring revenue for you.
Whenever I have a conversation with a freelancer, with someone who's doing client work of any kind on a freelance, or agency or a consulting basis, the conversation inevitably turns to how can we create equity for you?
So this is one of those conversations, and if you are a skilled practitioner that can put words or images on a screen or on paper, or do something that creates revenue, creates value for other people, then we're just a couple of tweaks away from you being able to create assets that you can deploy with the goal of creating recurring revenue for you.
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Today on the More Cheese Less Whiskers podcast, we're talking with Jeremy Salem from right here in Florida, up in Jacksonville.
Jeremy owns an agency that helps business owners with eCommerce and improves both their capabilities and the marketing of their businesses.
We had a great conversation about the distinction between the two ways of approaching the business. Between being a service provider to someone, improving their capability by doing work for them, and the possibility of thinking about delivering a result for people, which is always the next level of what you could provide for people.
It was a really fun conversation. The time went fast & there are a lot of ideas you can take to think about the way you see your business.
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Today on the More Cheese Less Whiskers podcast, we're going all the way across the pond to talk to Jonathan Slobom, and Jonathan has a unique situation in that he's a marketing consultant, working with what they call a business center in the UK.
The set up is similar to what we would call a coworking space or an office where lots of different businesses gathered together, and they provide supportive services to those organizations.
So we had a great conversation about the opportunities to really create something within their space, serving that business community. We talked about the Profit Activators, and how to be of service to the people they already have, and then, to create a unique opportunity by looking at what they have in terms of excess capacity they can redeploy.
There are some great ideas here, especially now, when people have capacity that can be used differently.
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Today on the More Cheese Less Whiskers podcast, we're talking with Michael Barrett from right here in Florida.
Michael is in a very interesting position that I think a lot of people find themselves in. He's taken the time to go through many different marketing courses, but he's struggling with that first step common to all of them. Deciding who your customers are.
So, we started out with a great conversation about how do you select a single target market and how do you choose your niche, but then turned to a conversation about why that's difficult for people. We talked about his Kolbe Index, Myers Briggs as a personality indicator, and it really came down to a conversation about understanding these baseline things, and what do you really want for your life? What is 'a perfect life' for you?
This is a really great perspective on the problem, and you're going to enjoy the conversation if you've ever wondered, is this really what I'm supposed to be doing here?
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Today on the More Cheese Less Whiskers podcast, we're talking with Ryan Johnson from Arizona.
One of the things that we often run into is looking for unique vehicles to package up what we do.
Ryan is a comedian. He works with other comedians, and one of the neat things we explored here, is the possibility of creating a unique comedy tour in a way that most comedy tours don't exist.
Creating a new opportunity, a blue ocean strategy.
We have a lot of fun talking about the idea of creating something new and different, something you can control, and there are some great ideas here that you can use in your business.
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Today on the More Cheese Less Whiskers podcast, we're talking with Doug Spurling from Kennebunkport Maine. Yes, that Kennebunkport, the presidential, notorious compound of the Bush family.
It turns out Doug has some pretty great businesses going up there, including a personal training business, he coaches other people who own personal training businesses, and he has a budding hospitality consulting business. So he's got a lot going on.
We talked about this idea of using your business as the ’N of one study' for something you're going to duplicate. It's an ongoing theme I have: if you can create something you can document and then do again and again in syndication, you've got something pretty cool and scalable.
We had a great conversation, and there is a lot here for you to take away.
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Today on the More Cheese Less Whiskers podcast, we're talking with Justin Smith from Orange County, California.
I really enjoyed this conversation because so much of what Justin's doing in the industrial real estate market mirrors exactly what we talk about in the residential real estate market.
We went through all the ways of creating a 'Before Unit' to attract his ideal clients without making outbound phone calls, which is always my preference. Everything I do to engage people is framed as 'what would I do if my phone only accepted incoming calls?'
We went through the process of narrowing down to a single target market and thinking through how to get those people to raise their hands. Then we talked about ways to educate and motivate those people so when they're ready, they'll take the next step.
There's a lot you can extract from this episode that will apply to your market as well.
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Today on the More Cheese Less Whiskers podcast, we're talking with Bruce Browning from New York.
Bruce is in an interesting position because he can do anything… well, almost anything. The company he works with, the company he's a distributor for, does literally anything you can think of with digital marketing, printing, promotional products, uniforms… you get the idea, all kinds of promotional and marketing materials.
He has access to an amazing collection of capabilities, so we talked about how to focus potential, and find a focused target audience for the things he does.
We had a great conversation about how to think about your capability and really use it as an asset.
PS: I'm doing a small group virtual mastermind next month... we're going to spend 2 days going deep in applying the 8 Profit Activators to your business, from the comfort of your own virtual boardroom.
Would you like to join us?
Just send me an email to dean@deanjackson.com, and put "VIRTUAL" in the subject line, and I'll get you all the details :)
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Today on the More Cheese Less Whiskers podcast, we're talking with Blas Carrasco Phoenix, Arizona, and we had a great conversation because he's in a position that a lot of people find themselves in.
Often, people learn how to do something with marketing, you successfully apply it to your own business, you get results, you start sharing the ideas with other people, and you start getting individual clients that you're working with.
This is exactly the position Blas is in, and he's experiencing a lot of the challenges we see as people look for ways to move their new business to the next stage.
We talked about a scalable model that he can syndicate. You've heard me use those words before, but I think this is an amazing time in history where scaling a model you can syndicate is more possible than any other time.
This was a great discussion about it. I'm excited to see what Blas does with the ideas, and you are going to get a lot out of the episode too.
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Today on the More Cheese Less Whiskers podcast, we're talking with Craig Alsup from Ft Worth Texas.
Craig has a neat business. He has an office that does a lot of family and marriage counseling, but with the current situation, they're shifting to do a lot of virtual, telephone and zoom type of sessions.
We talked a lot about the transition to this model, and I shared a lot of the experiences I had in writing a book with a marriage counselor called Stop Your Divorce, which we've had online since 1998 at stopyourdivorce.com.
Craig's business model is similar to the way we were working back then, but now it's become very possible for people to have a meaningful conversation in a virtual way. In fact, as we're all getting used to gathering in this way now, it might turn out to be a more preferable way for people to meet.
We had a great conversation about the model, and how to expand the opportunity by narrowing the focus.
There are a lot of great ideas for us all in this one.
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Today on the More Cheese Less Whiskers podcast, we're talking with Heather Prestanski from Ontario, Canada, where she runs a great design business.
Heather's an interior designer who helps people get the best designs and the best outcomes when they're remodeling their home. It's become a very successful business, and although she's been in the industry for some time, this new business, so we talked a lot about target markets and an approach to making sure she's establishing a brand.
You'll hear how we define that term to resonate in the minds of the people who happen to live within a radius of Windsor, Ontario, where she's focused, and we also talked about some very specific target audiences and how to really stand out to a very specific group of people.
As we describe in our Profit Activators, this is really a plan to dominate your category.
I really enjoyed this conversation. There's so much potential in this business, and I you're going to get a lot of ideas from it.
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Today on the More Cheese Less Whiskers podcast, we have a very interesting situation.
You may have noticed there's a little bit of a virus going around! Now imagine if your business was 100% dependent on travel and not just any travel. Not business travel or essential travel, but on vacation travel. Expedition trips to be precise, the kind of discretionary lifetime bucket list type of travel.
Your business might be in a little bit of flux right now.
So today, we're talking with Ashton Palmer, who just happens to own a business that specializes in expedition trips. We actually recorded this a week or two ago, right at the beginning of the travel restrictions. The US had started quarantining, no-one knew where this was going to land, and we talked about some immediate things Ashton could do to make the most of a situation that's quickly evolving.
I think you're going to enjoy this episode. It's a great look into some rapid responses.
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Today on the More Cheese Less Whiskers podcast, we're talking with Brett Ruffino from Georgia.
Now, this is an episode that we just recorded on the spur of the moment to address some of the opportunities that small businesses have to adapt too in the midst of this current shutdown.
Everybody is being asked to stay inside. Business locations are forced to close. Many of the businesses most affected by this, of course, are service businesses in local areas like restaurants, salons, gyms, all businesses that deal with people locally and in-person.
Brett is one of those businesses affected. He owns a restaurant, so we discuss how a restaurant can really adapt and serve the needs of the community and be best positioned to survive through what's going on right now.
This is obviously very timely, and I hope the thought process here will be something you can adapt for your business, and make a pivot at the same time.
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Today on the More Cheese Less Whiskers podcast, we're talking with Kevin Kennedy from Bergen County in New Jersey, where Kevin and his wife Deirdre have a great fitness studio.
Like most studios, they have a certain number of sessions they run each week that they're looking to fill, and we had a great conversation about the model of think about it like a hotel, with available rooms (sessions) that if not filled, are perishable.
We talked about the reality that every one of his clients or potential clients is really within a three-mile radius of where he is right now, and we outlined an idea for focusing on becoming 'Three Mile Famous' and target all the people in his chosen avatar.
We dialed in on Facebook as the mechanism because you can specifically target exactly who you're looking for and target the messaging directly to them.
I really enjoyed this conversation. We left Kevin with some homework I'll keep you posted on how it all unfolds.
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Today on the More Cheese Less Whiskers podcast, we're talking with Alyson Caffrey from Nashville, Tennessee, about something that is very, very pivotal to growth in your business.
So, you've figured out something that works for your business. You figured out how to do it. You figure out how to get clients, and it starts to grow and get traction.
But as an entrepreneur, you start to get busy, too busy. Too busy to do it all yourself, so you start to build a team, and that can be the most freeing, or it can be the most frustrating experience.
That difference between it being freeing or frustrating is having the right process, the right standard operating procedures in place
That's what Alyson specializes in helping people do.
She helps people get off the operations or agency hamster wheel… finding yourself running crazy, trying to keep up with everything, and bring a sense of calm, peace, and order to your day to day operations.
We had a really great conversation about the role of operations and procedures in a business and what to do to really get some traction in that area.
It was a fun conversation, and you're going to enjoy it, no matter what stage of growth you're at.
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Today on the More Cheese Less Whiskers podcast, we're talking with Lawrence Neal, who's calling in from Ireland, where he helps personal trainers grow their business.
He has a nice membership community, and we talked about the difference between growing something organically and growing something with paid advertising.
It really comes down to the velocity you can gain from paid traffic and the access you have to a bigger volume of people, so we talked about how to safely do that in a way that helps you figure out the right way to get people on board.
We talked about the different philosophies of people trying something on a free trial basis, and I think if you're in that kind of situation, where a free trial is a practical way for people to trial your service, you're going to enjoy this episode.
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Today on the More Cheese Less Whiskers podcast, we're talking with Jeff Jones, and this episode is a really interesting topic because it's something you may have heard me talk about on other podcasts.
One of the desires I have, whenever we talk about home services, is I have a desire personally for home management for homeowners.
We often think about property management for people who invest in real estate, but if you own a house, you're the property manager for your own property. Anything that goes wrong or anything that needs to be done; ultimately, you're the one responsible for it.
I've been thinking about this as a category for a long time, and the way I describe it to people is 'I want to live in my house like I'm a guest in your house'.
I want someone who can be the responsible adult and do all the things a responsible adult would do, proactively, to take care of a house, and I would happily pay for that service.
Well, Jeff has heard me talk about that, and he's taken it on himself to put this kind of service together.
So this is a great conversation to brainstorm what it might look like, the implications of a service like this, and how to start the process and leverage the referrals form people who already know, like, and trust us.
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Today on the More Cheese Less Whiskers podcast, we're talking with Paul Baeppler from Cleveland, where he's a private investigator.
Have you ever wondered if someone was spying on you, or thought there was a hidden camera watching you, and listening to your conversations? Well, apparently, that's big business, and Paul has a way to help people in that situation.
He does it all the time in person, helping businesses and individuals who are concerned about being surveilled, but now he has a system that can help individuals anywhere, not just locally in Cleveland.
We talked about the psychology of how do you get into the conversation that's going on in the mind of the person who is suspicious or suspects they are being followed, tracked, or spied on in some way?
So we walked through a really great breakdown of how to apply the 'Before Unit' profit activators to this challenge, starting with who's our target audience, what's the thing that's going to get them to raise their hand, and how can we start the conversation?
This conversation was a lot of fun, and I think we hatched a really actionable, practical plan that, if you listened to the ideas behind it, will apply to whatever you're doing as well.
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Today on the More Cheese Less Whiskers podcast, we're talking with Randy Redinger from South Dakota on his way to Washington.
We talked about a very interesting part of the startup phase, trying to figure out the best model for approaching people.
He's in a situation where he has a really great opportunity with a unique product making custom closets that people can fully design. They know exactly what they want, and he can have it cut out and delivered right to them.
It's a unique process for selling one at a time, but we talked about the possibility of selling through distributors or people who can actually install the closets, people who have a chance to create a kit, and buy multiple at a time.
When you're looking at something like this, the opportunity of being able to sell anywhere to anyone, it can sometimes blind you because there are too many opportunities. Often, the best thing to do as you're figuring it out is to artificially constrain yourself to a geographic area so you can get all your ducks in a row, and then roll out with a proven model.
We had a great conversation about the opportunity. You're going to love the discussion.
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Today on the More Cheese Less Whiskers podcast, we're talking with Sue Richey from Northern Virginia, where she runs a very successful property management company with her husband.
This is one of those businesses, that if you're fortunate enough to get it up to scale, you've got the stability of recurring revenue. There's a base of clients who love you and really depend on you and, if nothing's broken, will continue to stay with you.
It creates a big opportunity in your after unit, and we spent a lot of time exploring the opportunities to expand within the people she already has under management, by talking about the proprietary metrics that are available.
This is a great episode to really uncover the potential, and very applicable to any business with a healthy after unit.
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Today on the More Cheese Less Whiskers podcast, we're talking with Hans Comyn from Medellin in Colombia, where for the past 15 years he's been developing his skills in helping men with their confidence in meeting women.
We had a great conversation about how to go beyond the idea of just providing information and courses, and expecting people will take it on themselves to get the result, but instead, what would it mean if you went all the way and helped people overcome what blocks them from doing the things that he knows they should be doing.
We all start our marketing equation, our puzzle, with what is the thing we can actually help people with, that would be a dream come true scenario, and only then can we get to the point where we're selecting the right target audience of people we can most help.
This target audience is a little bit different, but the spirit of what we're trying to do is help people get to the result they want.
And maybe, what needs to happen is the price you charge for something has to go up, so you can increase the amount of time or effort you put in to actually getting the result.
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Today on the More Cheese Less Whiskers podcast we're talking with Cheryl Pinkard from New York, where she is in a very unique position of being able to deliver a result, a very particular result, for a very particular group of people.
Now before you listen to what she does, it's more important to remember that this is exactly the same situation all coaches, consultants, service providers are in right now. Regardless of how unique or not your business is, you have the ability to deliver or show somebody how to get a result.
You'll hear in this episode that often the biggest frustration is that you spend a lot of time convincing people you can do it and showing them how to do it, rather than being able to deliver the result for people.
So we had a great conversation looking at the different models, or ways to present your outcome, and the psychology of how people think about buying the result rather than the service.
You're going to enjoy this episode. There is a lot to take from it no matter what sort of advice or coaching or service you offer to other people.
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Today on the More Cheese Less Whiskers podcast, we're going to continue the Email Mastery journey we started last week.
One of my favorite magic tricks to do with a new business is to look at how we can use what we call a 9-word email and simply send an email to your unconverted prospects and saying, 'Are you still looking for a home in Georgetown?' or 'Are you still planning a trip to Israel?' or 'Are you still looking for a yacht?', to check in with someone who's been on your list, but who hasn't yet taken any action.
It's been magical to see the results we've been able to get, and this episode is the continuation of the Q&A calls we did when I was running full-page ads in success magazine, generating leads for our Email Mastery Academy (linked in the show notes). I used the 9-word email idea as content for the ad, the Email Mastery book as the offer to collect their details, and then followed up with an email... 'I'm getting together with a few people to talk about 9-word emails, would you like to join us?'
The calls were with people who I didn't yet know. They read the ad in the magazine, we gave them all the information on how to do it themselves, and they were willing to join in when I offered the call.
You're going to really enjoy this episode, but more importantly, let's think about what your 9-word email could do, and what we could do to get results for you.
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Today on the More Cheese Less Whiskers podcast I've got something I'd love for you to hear.
Two or three years ago, I was running full-page ads in Success Magazine telling about 'The Amazing Nine-Word Email That Revives Read Leads'. I was experimenting with a new approach to engaging with people who would respond to the ad, and it was really interesting because people who responded would call the ad, an article.
I've posted the article in the show notes so you can see what I was doing, but the amazing thing was, we ran that ad for several months and averaged a 68% opt in on the landing page. This was cold traffic from a magazine ad, and what was even more amazing was that we would get over 40% engagement once people responded and left their name and email address.
I used a very simple sequence to engage with people who requested a copy of the Email Mastery book.
After they received a copy I'd invite people to get together with me on the phone to brainstorm some of their nine-word emails and subject lines. We would have group calls just like the very first one I'm going to share with you today, and you can see the landing page at emailmastery.com so you can reverse-engineer the process to see how it works.
What was amazing to me was hearing people I've never met before, coming on and sharing the results they were getting with the nine-word email they read about in my 'article' in Success Magazine.
There are lots of lessons to deconstruct here I want you to hear this because I'm going to deconstruct the process and share with you exactly how you can apply it to your business.
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Today on the More Cheese Less Whiskers podcast we have another special treat.
I’ve been on a whirlwind tour over the last few weeks in Toronto, Chicago, Phoenix and recently, St Petersburg back here in Florida where I was speaking at an event with my good friend James Schramko.
You’ll remember James from our periodic podcasts. Normally I go to Australia each year in August and we record a special episode catching up on the previous year in Marketing. James is an amazing entrepreneur. He has a wonderful business. He lives in a beach community just outside Sydney where he surfs every day, and his lifestyle business allows him to do what he wants, when he wants.
We have a lot in common and we have a lot of great conversations when we're together.
We decided to go ahead and record our podcasts now, before I go to Australia in a few weeks, and in this conversation we talk a lot about lifestyle elements of your business.
I think you’re going to enjoy this episode.
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Today on the More Cheese Less Whiskers podcast, we're talking with Kevin Kula from San Diego, where he has a great business as the self-described, Runners Repairman.
We got to talk about naming and the idea that the 'runners repairman' says all the right things, and describes exactly what you are about, just when you hear the name.
Kevin actually has an incredible depth of knowledge and information that can be helpful to anybody who is a competitive runner, so we also talked about this idea of gathering what is largely an invisible audience and building a community of people who are your ideal prospects.
Lots of points you can apply to your business in this one. You're going to enjoy this episode.
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Today on the More Cheese Less Whiskers podcast, we're talking with Darren Kirby all the way from the UK.
Darren does something pretty neat. He works with dads as his target audience, but dads who want to be fit, energetic, and have the extra energy they want to really enjoy their life, play with their kids and be there for their family.
We talked a lot about the idea of gathering that very specific target audience and creating the tools that allow them to identify themselves as the person he's trying to reach.
We talked about the idea of creating some activators or a manifesto that will help dads identify where they are, and what they need to work on to really live this energetic life.
This was a great conversation. I really enjoy it when people are crystal clear on who their target audience is because it unlocks the conversation about building that audience, communicating with that audience, and leading that audience to the next steps.
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Today on the More Cheese Less Whiskers podcast, we're talking with Gorana Angert from here in Florida.
I've known Gorana for a few years now. She's been to a Breakthrough Blueprint event. She's in our Email Mastery program, so I had some context with her, and when she asked to be on the podcast to talk about an exciting new venture she's doing, I was game.
I think this is going to be a very important conversation because as we're moving into the 2020s now, it's a chance to reevaluate where we are.
I always love to think about it like this; we're coming into our first proper decade of the new millennium. As we're moving into the 20s, so much has changed. We literally have the ability to create our own television network, our own radio network, our own printing press.
We've had the chance to do all of these things for some time, but I think we're coming to a time now where we can really take it that seriously. Just like a 'real' television network or a 'real' radio network.
We had a really great discussion about the context of creating content in the new world, in a way that attracts the right audience and has the biggest impact in the world, the world you want to have an impact in.
So big thoughts, big moves in this episode, and I can't wait to hear your thoughts.
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Today on the More Cheese Less Whiskers podcast we're talking with Mark Evans from Wisconsin, and Mark has a really great business helping entrepreneurs, with companies around $1-5 billion, build and deploy sales teams to grow their businesses.
We had a really great discussion about the impact of what he does, the result, versus the mechanism that he uses to do it.
A lot of the time, people who help people 'do things' focus on the mechanism, the track they follow, the product, how much they actually do for people, instead of focusing on the outcome, the results of what is being produced.
So that's what we talked about today. Focusing on what it would mean to focus exclusively on the result you're able to create.
There are a lot of great ideas here to help you focus more on what people really want — the results.
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Today on the More Cheese Less Whiskers podcast we're talking with Jose Camacho, who has a really great business helping people remodel their bathrooms from their 5,000 square foot showroom in Miami.
We talked about a lot of the potential he has in the before unit for different target audiences, and it's going to be a good exercise for you to hear how we go through the process of selecting one.
The big opportunities though maybe in the during unit and after unit and the conversation developed as we talked about each of these.
I think you'll find this one very thought-provoking for your own business.
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Today on the More Cheese Less Whiskers podcast we have a great show for you.
It's September, a new school year here in Florida. I always love to think of my time as an academic year, and before I get started, it's great to look back over the summer.
This year I again got to go to London, Amsterdam, and Toronto, and while in Amsterdam for our 4th annual Breakthrough Blueprint event with my good friend Elko de Boer, one of the things that we do is record our Periodic Podcast. It's a kind of 'year in marketing' review for both of us.
We talked about a lot of the things that we've done over the last 12 months, compare notes, reflect on our successes, and talk about what we see for the future.
It's a delightful episode to listen to, and it's a nice thing to set the scene on my marketing world view as I look forward to November this year when I go to Australia and do the same thing with James Schramko.
I always love talking with Eelco, and this is a great episode with lots of ideas for the year ahead.
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Today on the More Cheese Less Whiskers podcast we're talking with Justiss Boyer from North Carolina
She's right in the middle of the research triangle area, an emerging area where she's opened up a new hairstyling salon doing cuts and colors for professional women.
This was a really great conversation about understanding who your clients are, what they really want, and knowing that who it is you're trying to attract. Then we talked about a strategy for attracting and keeping those people.
She does a really great job of keeping people once they come in, with around an 85% conversion rate into ongoing clients. When we did the math we found out they're worth a lot of money over the lifetime of a client, and we talked about a very useful strategy I've used in a lot of different situations to kickstart and bring in new clients in her before unit.
You're going to really enjoy this episode.
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Today on the More Cheese Less Whiskers podcast, we have a special treat, one of my oldest friends. Joe Stumpf.
I'm sure you've heard me talk about Joe in the past. We spent many years together delivering our Main Event to realtors all over the country, and any time we get to chat great things happen!
This call is no different. We cover it all... So, no need to say anymore except, go listen now ;)
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As you know, every week we spend an hour hatching evil schemes with a business owner from somewhere in the world with an interesting business. It's usually someone I don't know, but today on the More Cheese Less Whiskers podcast we're going to spend an hour hatching said evil schemes with someone I know very well! Richard Miller.
I've spent a lot of time with Richard. When we first met, he was taking over the role of running all the audio visual requirements for the big real estate seminars I did with Joe Stump and Eben Pagan.
He has a long, long history of putting on high stakes events for entrepreneurial businesses. We would do 600-800 person events every month for many, many years, and Richard was responsible for making them go off flawlessly.
He's done events for people like Dean Graziosi, Jeff Walker, Eben Pagan and many of the names you would recognize. He's a bonafide audio visual expert, and this is a really great conversation, hatching some evil schemes around the future of the audio visual business.
You're really going to enjoy this episode.
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Today on the More Cheese Less Whiskers podcast we're talking with Steve Nelson from Foster, Australia.
Steve's a building contractor who works with remodels, new construction, and all kinds of building projects, and one of the things we talked about, which turned out to be one of the big opportunities for him, is his After Unit.
It turns out that a lot of his business is by referral. He's been in business for over 30 years and he knows a lot of the people in his town and his reputation is great. He does a good job, so of course he's going to get referral business and luckily most of it just happens without him really doing anything to orchestrate it.
We looked at that as a big opportunity and had a great conversation about a strategy for him to orchestrate referrals. A low cost way that will have a big ROI for him. Then we talked about targeting specific people on the high end of what he likes to do, full house remodels.
We talked about a really great strategy to attract just those people and I think you're really going to enjoy this conversation.
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Today on the More Cheese Less Whiskers podcast we're going to talk about one of the most important elements of your business… The feeling of abundant time, and we want more than just the feeling of abundant time, we want the actuality of abundant time!
The number one way you're going to achieve what you want to achieve is by wrangling your time.
People often tell me, the thing that stands in their way is that they just don't have time. They're too busy, so I want to help you get control of your time and use it in a proactive way, and the way to start is to eliminate all the reactive activators that are stopping you from implementing the things you want to implement.
I've got a really great strategy for you that I call it the 50 Minute Focus Finder, and what you're going to listen to right now, is a complete training, elegantly 50 minutes long, that’s going to give you a tool you can use for a lifetime to get anything you want to get done, done.
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Today on the More Cheese Less Whiskers podcast, we have a real treat. We're going to be talking with Shaqir Hussyin from London, and Shaqir has a really great business helping people build online businesses.
I first met him at a Breakthrough Blueprint event I did in London, maybe four years ago now, and we had a really great conversation about who he wants to be a hero to.
This is a conversation I've been having with Dan Sullivan recently, and the subject of his new book also called Who Do You Want To Be a Hero To?
It's one of the most profound books I've ever read, and we're going to have a lot of discussions about it on future episodes here.
In the meantime, Shaqir's situation is a really good jumping-off point to talk about it.
I think you're going to enjoy this episode.
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Today on the More Cheese Less Whiskers podcast, we're talking with Adam Curran, a financial advisor who owns a nice financial advisory firm in Charleston, South Carolina.
They have a really unique way of generating business using a radio show. He's syndicated on a lot of different radio stations, and we ran through all of the numbers about how the economics of something like that work.
We dissected the roles each part of this strategy is playing; using books as a lead generator, and the purpose of a podcast or a radio show as a distribution channel and lead conversion tool. We had a really great conversation, and there's a lot of potential in this idea, and a lot of opportunity for Adam to really capitalize on the tremendous and profitable foundation he's built.
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Today on the More Cheese Less Whiskers podcast, I've just arrived in London, I'm at the Shangri La hotel at The Shard, the view is spectacular by the way, and we're talking with Mark Schreiber.
Mark has a company that provides market data about higher education institutions, so people looking for this information, people who are creating things like higher education software and need program and contact details for the leaders of these institutions, can find the right schools, and people to talk to.
We had a great conversation about the transition from being a legacy directory where, years ago, it was a big, physical directory, a kind of Who's Who, to what it needs to be today as times change.
When you think about it in terms of the 8-Profit Activators, what they're really doing is providing the 'Target Market' research for people. They have the market data about the institutions that can help people select their target market, and pick the right people to be in front of.
There is so much opportunity here, and you're going to enjoy how we think about this one.
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Today on the More Cheese Less Whiskers podcast we're talking with Louis Sauer about his really neat golf practice facility.
Now what I want you to notice about this conversation is what I'm always looking for when we're doing episodes... and that's what is the underlying business model?
When you look at today's show, what Louis has is a situation similar to a hotel business. If you think about it, he has available spots in the practice bays at his facility, and if they're not taken, they perish. Just like a hotel room, or a seat on an airplane, or a table in a restaurant… any of those things where you've got an opportunity to have full capacity.
In all these cases, you start to think about how high is high. If I was full all the time, what are we faced with here? What is the potential?
The challenges and opportunities become, how do we maximize this? How do we get as many people as possible to experience it at least once, so we can keep the people who really like what they experienced?
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Today we have a very special simulcast episode of the Listing Agent Lifestyle, and More Cheese Less Whiskers podcasts.
Now, if you've been listening for any time, you know my two favorite things in life are marketing and real estate, and I love it when those paths cross.
Today is one of those days because we've got a special guest, Michelle Garcia, from Coeur d'Alene, Idaho, and Michelle is a realtor looking to build systems around cracking into the luxury market in Coeur d'Alene.
She's had some success. She listened to the I Love Marketing podcast and learn some strategies that she started applying in her business. She put together a relocation guide and started finding all these buyers who are looking for homes in Coeur d'Alene.
She realized the reason she's getting all these buyers was because that's who she was attracting with her guide, so start thinking about how to apply marketing to get what she really wants… listings… and maybe she could do the same thing.
So that's where we started our conversation, and I think you're really going to enjoy where this leads.
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Today on the More Cheese Less Whiskers podcast we're talking with Brian Diaz from Long Island, and Brian is a mortgage broker with a great target audience of working with first-time buyers, who are Spanish speaking, and who live in Long Island or the areas right around there.
Brian's building relationships with real estate agents he can collaborate with to help these clients get homes using grant programs, and it's a really great, well thought out system, and you're not going to believe some of the numbers, the lead costs he's getting because it's such an on-target campaign.
This is what happens when you are really specific and compelling in your messaging with your audience, and we talked about the longevity of this approach and the real value of being in it for the long term.
We had a great conversation, and you're really going to enjoy it.
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Today on the More Cheese Less Whiskers podcast we're talking with Dillon Hill & Clay Stevens from Sacramento, California, and they have a really great story.
They started out doing something to support a friend who was diagnosed with cancer. They helped him complete as many ‘bucket list’ items as they could, they documented their journey, and that really got a lot of traction out in the world.
Now they are trying to help other people with cancer, knock things off their bucket lists.
We were trying to figure out how to model their first success, how to set something so that they can do it full time, and during the call we actually texted my friend Nick Nanton, who's an 11 times Emmy winning movie documentary producer, director, who jumped on the call with us to do some brainstorming.
So this is a little longer episode than we normally have, but I think that you'll get a lot out of the conversation that will guide how to really think about setting up something new, so that you get a context and a structure that’s sustainable.
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OneListOneLife.com
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Today on the More Cheese Less Whiskers podcast we have a bit of a different show. I'm down in South Beach this week, and one of the things I got to do was spend a little time with my friend Frank Kern, and it reminded me of being on his podcast, ‘Your Next Million’.
We talked about ‘the self milking cow’. I shared the idea that the struggle or limitation, holding back a lot of entrepreneurs back is that they're trying to be ‘self milking’.
They're trying to do it all; trying to make the milk, meaning come up with the ideas, the money and the strategies, and they're also trying to milk themselves, package it, take it to market, and do the billing and clean up around the shop and farm.
The sooner you realize making the milk is the most important thing you can do, and it's the thing that only you can do, the more success you’ll have. Everything else can be done by farmers, and I'm saying that not in a demeaning way to farmers, because there are people who love to be in support roles or love to do things without having to come up with the milk.
I think when you're the person who can make the milk, one of the creative leaders of an entrepreneurial venture, whether it's a real estate agent, or any kind of business, the problem is we kind of take it for granted. We think that everyone can do it and it almost feels like we shouldn't be able to just do that as it seems too easy. It seems like it’s not work.
That's a limiting belief, and you’ll realize not everyone is you, and that some people, in fact most people, really just want to know exactly what to do and feel like they're making a contribution to a bigger picture.
We had a great conversation and I'm going to let you listen in on that entire conversation this week, and then I’ll be back next week and we'll continue with our regularly scheduled programming.
In the meantime, enjoy this one. I think you're really going to get a lot out of it.
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Today on the More Cheese, Less Whiskers podcast we're talking with Ricardo Vasquez from Toronto and Ricardo has something pretty neat. He's working on creating a system in a community and a membership program for people who want to pursue mixed martial arts.
We had a really great conversation. Ricardo’s been a lifetime MMA practitioner. He's been involved in the sport for a very long time and has a real passion for it. He's just getting started with it as a business, so we talked a lot about how to get things going.
How do you start with a big vision for something that could have a global community, but take actionable steps to really to get started. Where do you begin and how do you structure and organize it so that you've got a scalable business. What we call a scale ready algorithm.
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Today on the More Cheese, Less Whiskers podcast we're talking with Matthew Coast, and Matthew has a company, a website with tools, programs and coaching, to help women find the man of their dreams. The one who will love them, treat them like a queen. The one who will think about them above all others.
He's really has a dream-come-true scenario for women who want to be in a relationship with ‘the one’ right guy.
He has a big list of women who are eager to hear their information, so we talked a lot about how to connect all the help they can give these women, in a way that makes it easy for them to get started.
We talked a lot about continuity programs, email, super signatures, and scorecards, all about starting conversations and getting people engaged.
And all of it transfers to anyone else in a similar situation; where you have information that can help a specific group of people get a very specific result.
So every time you hear us talk about dating or hear about women, you can insert your situation, the kind of people you work with, and the kind of help you offer as a coach or information provider.
That's what I love about this and all of the things we talk about. This principle centered approach applies across all kinds of different industries.
You're really gonna enjoy this episode. Matthew's great, and I'm sure we'll have a great follow up to see everything he's implemented.
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Today on the More Cheese, Less Whiskers podcast we're talking with Chris Hill all the way from New Zealand.
Now, I first met Chris at a Breakthrough Blueprint event in London. He came to the very first event I did there, and he runs a company called Hands up Holidays. It’s a really interesting company because they combine luxury travel with voluntourism.
Chris has a really a great backstory to how all of this happened. His company has gone through different iterations and different ways it's evolved over time, and what we were talking about today is how do we, when you've got a global market as an opportunity and you've got a very defined type of person who you're trying to attract, how do you narrow that down to the best people to approach.
I always love when we spent a lot of time in our Profit Activator one, trying to zone in on the ideal target audience and how to get people to raise their hands.
You're really going to enjoy how we dial it in over this episode.
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HandsUpHolidays.com
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Today on the More Cheese Less Whiskers podcast we're talking with Victor Vento Jr, and Victor has an agency that helps people with subscription services.
We had a really great conversation that flew by! I've got a lot of experience in this particular endeavor and recurring revenue is one of my favorite models.
During the call we dove deep into the specific things Victor is doing with one of his clients, but the examples we talk about don't really matter because the model of getting someone to try something for the first time, and then offering a way for them to stay and deliver a service to them month after month after month, it's the same underlying mechanics and psychology.
The motivations are the same whether it's a subscription to a software services or a newsletter, or information or coaching or anything.
Everything that we talked about is transferrable to all of these models, and so much of it is about getting the metrics right.
You're going to enjoy this episode, especially if you are working with or hoping to work with something that has a recurring element to it.
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Today on the More Cheese Less Whiskers podcast we're talking with Paul Adams from Brisbane Australia, and today is one of those time when you know that you've hit on something that's a great idea.
Paul is a theater producer and an actor, and he had an idea for a theatrical show that he wanted to produce for primary school age kids and their families, and do it at a time when school is out on vacation.
The original discussion was about how can he can get the word out about the show but in that discussion we started thinking about how high is high, or what other models could we draw from here?
We started talking about Simon Cowell, Tyler Perry, and other models. I then shared with him an example of something that I know real estate agents do here in America and Canada, that could solve the entire issue for him. We really, as we thought it all out, realized this is THE idea.
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Today on the More Cheese Less Whiskers podcast we're talking with Chris Rogers from Victoria, Canada, a fellow Canadian, and we're talking about something pretty neat.
He has skills in design and building, he's been a very successful home builder and remodeler, and the idea he has now is helping people create curb appeal for their homes.
This could be doing some simple things, things that are just cosmetically pleasing like cleaning up, adding some visual appeal to the house, all the way up to some construction type of things like adding an element to the house, a porch or a portico or dormers, something that's going to increase the curb appeal.
His theory or idea is that this would be appealing to real estate agents or people who are selling their homes, to help give them an edge and help their house stand out.
We brainstormed through that process and how he may be able to reach out to some of these realtors, and we walked through a great email sequence to send.
You're going to enjoy the thought process here of how to really determine what the value equation is in it.
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Today on the More Cheese Less Whiskers podcast we're talking with Nandu Awatramani from New Orleans. Nandu helps restaurant owners grow their business and has the distinction of being the gentleman who opened a chain of Italian restaurants in India.
He has a very interesting character, we had a great conversation, and one of the things we talked about was establishing what I call proprietary metrics; ways to help you know what you're doing is working, so you can pass the results on to the businesses you're working for.
If you establish a metric that you know, that you can help effect, that can create the foundation for a training program, that you're the only one in the world that can help people with, then you're on to a winning formula.
You're going to enjoy this episode.
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Today on the More Cheese Less Whiskers podcast we have a wonderful episode with Vanessa Shaw and Vanessa is a top level coach helping people from various backgrounds.
She's been in practice for a long time and has a lot of experience working with many different types of clients, so we talked about some of the really great opportunities she has offering high level programs, and about how she can use a book as a marketing tool.
I think you're really going to enjoy this episode, especially if you're in a situation where you have a lot of experience helping people, and you can craft that into offering some high end.
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Today on the More Cheese Less Whiskers podcast we're talking with Jody McNamer from Seattle, Washington, and Jody has a really great mission that they're focused on.
He shared the story of his son Tyler, who's autistic and has gone from being an autistic child to now, someone who's 24 years old, has written a book, and speaks to thousands of people about autism, and who's acting in support and helping parents of autistic children.
It's a really great mission they have, and we had a great conversation about the context of thinking about what they're able to do for people from a During Unit perspective to identify the outcomes they could help create for people. Then they can build their business around being able to facilitate those things.
You're really going to enjoy this conversation. It's a little different than the usual type of business we have, but you'll see immediately how the 8 Profit Activators apply to every situation.
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Today on the More Cheese Less Whiskers podcast we're talking with Jonathon Schultheiss from North Carolina, and Jonathan is a financial advisor with a very interesting specialty. They specialize in managing 401k plans for large companies.
We had a really great conversation about the Before Unit for them and I have 100% confidence that if they get people lined up ready to get some help, in the During and After Unit they are 100% ready to help them because they have a great retention rate.
So we focused our attention on the Before Unit, and how to identify the exact target audience. Jonathon has narrowed it down to 500 people and we talked about how to get involved in a conversation with them that can lead to the opportunity for him to bring them on board.
Jonathan's a marketing lover and he's got some great ideas that you're going to enjoy. I'll keep you updated with reports from the field as he's implementing all these things.
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Today on the More Cheese Less Whiskers podcast we're talking with Milan Krueger from New Zealand.
Milan has a very special program where he's helping people in New Zealand, young men, 18 to 35 years old who have between 30 and 80 pounds to lose.
That's a specific group, and you'll see as we go through the conversation how we arrived at that very specific articulation of his target audience.
It's great to see that thinking come together. He's had a lot of success and enthusiasm for helping people. In fact, he lost 80 pounds himself and that was a big part in sparking his passion for helping people, young men in New Zealand, do the same thing.
We had a great conversation about the entire 'Before Unit'. About how to set his program up, and how to think about all the profit activators that act together to identify his audience, to get people to raise their hand, to educate and motivate them, and then to make offers so they are ready to get the help he can provide.
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Today on the More Cheese Less Whiskers podcast we're talking with Monique DeBose who’s in LA.
You are in for a treat if you like music, and jazz music particularly, because Monique has a wonderful jazz album that's debuted on the iTunes charts at number two in the jazz category.
We had a great conversation to brainstorm ideas around how to make her music dreams come true. We talked a lot about the importance of getting people to know you, like you and then to trust you, and by trust in this context, we talking about people trusting they will have a good experience when they come to see her perform or they buy her album.
She has the opportunity to model some of ways this has been done in other situations and really take an approach of starting in her local market to lay the foundations before looking at different ways of distributing her music or who else might be interested in sponsoring or participating in an event with her.
You're really gonna enjoy this episode. There's a lot of parallels no matter what your ‘performance’ is.
It's the same in a lot of ways to what I do. You know I go on tour each summer to Toronto, London, Amsterdam and Sydney, and I’m able to do small events like this because people know me, like me and trust me from all the time we get to spend together on the podcasts here, so I think you're really going to enjoy this episode, no matter what you do.
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Today on the More Cheese Less Whiskers podcast we're talking with Monique DeBose who’s in LA.
You are in for a treat if you like music, and jazz music particularly, because Monique has a wonderful jazz album that's debuted on the iTunes charts at number two in the jazz category.
We had a great conversation to brainstorm ideas around how to make her music dreams come true. We talked a lot about the importance of getting people to know you, like you and then to trust you, and by trust in this context, we talking about people trusting they will have a good experience when they come to see her perform or they buy her album.
She has the opportunity to model some of ways this has been done in other situations and really take an approach of starting in her local market to lay the foundations before looking at different ways of distributing her music or who else might be interested in sponsoring or participating in an event with her.
You're really gonna enjoy this episode. There's a lot of parallels no matter what your ‘performance’ is.
It's the same in a lot of ways to what I do. You know I go on tour each summer to Toronto, London, Amsterdam and Sydney, and I’m able to do small events like this because people know me, like me and trust me from all the time we get to spend together on the podcasts here, so I think you're really going to enjoy this episode, no matter what you do.
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Today on the More Cheese Less Whiskers podcast we're talking with Pat Rieli, who owns a restaurant in Ybor City near Tampa, called the Big Easy Bar.
This is a really fun episode. You hear me often talk about the restaurant experience as a great kind of visual or learning experience to understand the concept of the guest experience timeline, and so we really got to talk about that in this episode.
We talked about some strategies to bring in new people from the local area and people who are visiting from out of town, and we talked about the importance of building a list of local people who are already coming to your restaurant that you can continue to build a relationship with by email.
It was really fun to dig into some strategies and tactics they could deploy.
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The Big Easy Bar
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Today on the More Cheese Less Whiskers podcast we're talking with Rebecca Hourihan from San Diego, and Rebecca helps financial advisors with their marketing, branding, and content strategies.
We had a really great conversation about all of the tools she’s able to help people with, and some of the strategies she can apply right now to increase the number of people they can help.
When we got to the bottom of it, we figured out that the thing that's going to make the biggest impact for Rebecca right now is working on some Profit Activator two steps of collecting more lead. Opportunities that are going to get her in conversations with people, and then, in Profit Activator three, begin to educate and motivate those people by increasing the frequency that she’s adding value and always using that as the opportunity to present her super signature and ways to get started.
This is a really fun conversation. Rebecca's very enthusiastic and I love talking with people who love marketing.
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Today on the More Cheese Less Whiskers podcast we're talking with Jonathan Pantalis from phikind.com the organic, sugar free chocolate people.
Chocolate the favorite thing of everyone everywhere, and if you love dark chocolate, this is going to be an exciting conversation because they've got a really great business and there's a lot of lessons here about focusing on the customer experience.
We spend a lot of time talking about the first time somebody tries their chocolate, and the first 60 day experience to encourage them to reorder more chocolate and join as a recurring ongoing client.
They're doing a fantastic job. People love what they're doing, and as you’ll hear, they love the story.
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PHIKind.com
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Today on the More Cheese Less Whiskers podcast we're talking with Linda McKissack.
I love episodes like this where I get to combine my two greatest loves; marketing and real estate, and Linda and I have very similar backgrounds in that she has been involved in real estate since her early twenties, just like me, and she has gone on to build one of the largest organizations within Keller Williams with thousands of agents, and lots of offices.
Today we're talking about how she can use her assets of her book and starting a podcast to help grow her organization and really just do what she loves to do; helping, and mentor people.
Linda is great to talk with and you're really going to enjoy this episode.
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Thinking Out Loud
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Today on the More Cheese Less Whiskers podcast we’re talking with Troy Assoignon who's calling in from Spain, but he's traveling all over the world.
He has a great desire to help people creatively. He’s very creative. He’s got a lot of experience in design, and he couples that with a knowledge and a great aptitude for copy.
When you combine marketing, copy and design, you've got a really great trifecta and you're going to see the evolution here. We started out trying to figure out who Troy works with or who he would like to work with. Then as we progressed in the conversation we get more and more clarity and I think by the end we had nailed down to a very specific outcome, a very specific segment of the market that he can help.
He was really excited about it. I love when we have this kind of outcome and I think this will be a really great conversation if you're in a similar situation, where you can do a lot of things, help a lot of people, but are having a hard time nailing it down to a specific group of people and a specific outcome.
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Today on the More Cheese Less Whiskers podcast we're talking with Ted Carr, who just happens to be the newly minted mayor of the Raw Vegan community in Canada and we appointed him right on the show today, so you're going to get to hear a coronation as it were.
It's really very interesting because Ted has a lot of cool stuff going on, all centered around a raw fruit festival that he organizes as part of a Canada fruit-fest.
He gathers all the raw vegans who are really into living this life, for a week of education and Merriment and they had a really successful kickoff for it this year.
Now he’s really thinking about growing the event, and how to use marketing to help with that.
We really focused on the bigger picture, and bigger opportunities he has to organize this whole community throughout the year, and not just have it all revolve around the one thing, like an annual event.
I really enjoyed this. The hour went so quick and if you're in a situation where you are looking to do big things with an identifiable community, this is the podcast for you.
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Today on the More Cheese Less Whiskers podcast we're talking with Stephanie Taylor from Arizona where she owns Twisted Yoga. She's a friend of Joe Polish who makes a special guest appearance, and we had a really interesting conversation, looking for opportunities to apply the 8 Profit Activators.
Stephanie was very open and willing to share everything that's going on. She's been in business for almost a year and has done a great job of building her business on the strength of some facebook advertising just after she opened, and again at the end of the year here.
But as you'll hear, there's a major difference in what happened the first three months compared to the last three months, and that's where one of the biggest lessons is.
She's built an asset in her list of potential clients that will have an ongoing yield year after year after year, and the great thing about something like a yoga studio is the whole point of the business is to build up a recurring clientele that returns month after month.
We talked a lot about some strategies to achieve this and it was great to have Joe on the call to share his perspective.
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Today on the More Cheese Less Whiskers podcast we're talking with Sejal Fichadia, a lactation consultant in Portland, Oregon.
Now this is a pretty specific business, and I've never had any conversation, or experience with a lactation consultant, but we still had a really interesting conversation, because what we always find is that each individual provider of a service is really in the same exact situation.
You may be offering a different type of service, but you'll see as we have this conversation, the biggest challenge is always, identifying the people we're going to serve and want to be in a relationship with, how big is that market, and how do we get in front of them so we can get them to pay attention and start the relationship.
We had a really great conversation about finding other people who are also looking for the same audience across various social platforms, and came up with some good ideas for her to collaborate with them.
It’s a really great example of how the framework of identifying who you’re looking for works for every type of business.
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Today on the More Cheese Less Whiskers podcast we're talking with Dr Kevin Dobrynski in Oak Brook, Illinois. It was a great conversation as Kevin has a great desire and heart for helping people with depression and anxiety.
He's had some personal experience of this, and as a result, he's learned some really amazing techniques that get great results for people.
We talked about how to approach something like this, where you have a product or service that could help millions of people all over the world. Anyone who has depression and anxiety, anywhere, and we talked about how to rein that scope in initially to focus on a local market.
Focusing on an epicenter first, those people closest to you, and then going outward, can really make a difference in what you can achieve. I'll let you listen in so you can see how we actually came to that thought, because we spent a lot of time thinking about how to optimize and document this protocol to share with others.
You're really going to enjoy this episode, especially if you've got something that could help or be wanted by people anywhere at anytime.
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Today the More Cheese Less Whiskers podcast, we're talking with Edwin Carey from Texas, and Edwin runs bootcamps, outdoor bootcamps in locations like schools and parks, where people can come and workout outside, in a group environment.
We had a really great conversation about how he can get the word out about the bootcamps and increase the number of people who join, and we really ran gamut of what can we do in the Before, During and After units of your business to market, something that is in a specific location, at a specific time.
Some really great ideas came out of our conversation, and I think you're going to get some great ideas yourself, especially if you're in an area where what you do is particularly appealing to people within a one or two mile radius of where you are.
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Today on the More Cheese Less Whiskers.com podcast we're talking with Viktoriya Dolomanova from Portugal and we're talking with her on behalf of her husband Hugo, who's a graphic designer creating amazing labels, bottles, packaging mainly in the wine and the spirits area.
We had a really great conversation about how to differentiate and stand out in that marketplace. I think we all know that design matters, and we are definitely more attracted to a beautiful things, leaning toward the a well designed products, but it's difficult to get quantitative proof of that.
We talked a lot about how could you close that gap and bring assurance to people that design really does matter, and how to be the leader in bringing that voice to clients. Not only being now a designer that has incredible work to show but also documented proof that your designs make more money.
That's really the way to go and where we focused a lot of our conversation and I want you to think about that for you and your business. If you're doing something that is hard to prove, there are some great ideas on how to go about proving your worth in these conversations.
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Today on the More Cheese Less Whiskers podcast we're talking with Mark Pettit from just outside of London in the UK where Mark has a nice coaching and consulting practice helping people gain clarity, get their vision right, get their goals straight, and improve their productivity.
He also helps with the business strategy, often increasing their business 3x in as little as a year.
We spent the call talking about how to really package what it is that he does and create system to attract the right people.
If you've listened for any time, you can imagine one thing we focused on was selecting a single target market, the importance of that step, and the leverage it can provide to everything else you do.
If was a great conversation that I'm excited to share with you.
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ProfitActivatorScore.com
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Today on the More Cheese Less Whiskers podcast we're having a conversation with a AbdelRahman from the UK.
You've heard me say that in order to scale something, we need to create a scale ready algorithm and that means, just in the simplest terms, that you have to figure out what is the unit of one that's going to underpin the economic transaction.
What is it you're offering? What is someone buying? Who's the winner in this, and who stands to gain from it?
Sometimes when you have a service that can help a group of people, it's important to understand and establish who is the person that's going to best benefit economically from this, and sometimes it's not actually either side of the original transaction.
It's a little bit complicated to explain in the introduction here, so listen in and see how this conversation evolves and where we ultimately take it. You're going to see a new way of looking at something and I think you'll find this one of the most interesting episodes that we've done.
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Today on the More Cheese Less Whiskers podcast we're talking with Tony Berenyi. Now I hit it off with Tony the moment I met him. He's sat right beside me during Dan Sullivan's Game Changer program, and from the moment he sat down, I liked Tony a lot.
He's a guy who's completely dedicated to personal development. He's been in Tony Robbins' platinum program as well as Coach, and he's just a wonderful guy with a real spirit and heart for service.
I've got to know him over the last several months. He came to one of my Breakthrough Blueprint events, we helped him with a book that he's written, and it's been really a great thing to see how an engineer by trade, a guy who has built a business delivering big, big projects, I'm talking hundreds of millions of dollars projects building steel plants, takes this Four Seasons approach to everything he does.
He's at a point now where he wants to be able to contribute at that level and really help some of the younger people coming up so they can get their lives and ambition together and really mentor and guide them on their way to success.
This was a great call as we talked a lot about how to make that transition and I think you're going to get a lot from the ideas we had.
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Today on the More Cheese Less Whiskers podcast we're talking with Todor Yordanov, a gentleman in Toronto who helps people buy pre-construction condos.
He's very thoughtful about what he does, a very interesting guy, and very engaging. You can see why his clients enjoy being in a relationship with him.
Todor has been applying the 8-Profit Activators to his business. He came to a Breakthrough Blueprint in Toronto earlier this year, and we had a really great conversation here debriefing the event and, and how to unpack the 8-Profit Activators in the context of pre-construction condos, and creating an experience for people that is a five star experience even when you're selling something that's largely invisible... it's only really on paper right now, so how do you add a service to that?
You'll get a lot from the conversation here and how brainstorming applies the 8-Profit Activators to an intangible kind of business.
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Today on the More Cheese Less Whiskers podcast we're talking with Robin Hannah from Paris, and Robin is a young 25 year old guy who has really made a name for himself in the fashion world in France.
He had a very early career as a growth director for a very popular fashion site, that he made a big success of and he learned a lot of things along the way, but Marketing is really his passion, so we had a really great conversation about where does he go from here, at 25 years old knowing what he knows now.
We also talked about knowing what I know now at 52, looking back at being 25 and realizing what an amazing opportunity, knowing what he knows about marketing is!
We talked about starting with his business idea, his dream, and what would be the thing that would keep him excited and motivated for the next 25 years.
I think you're really going to like this conversation and all the possibility it has.
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Today on the More Cheese Less Whiskers podcast we're talking with Aaron McRann from Penn in BC, and Aaron has a really neat product that helps people with wrist pain, to do bodyweight exercises, push ups, and things like that without any pain.
This came out of a personal issue he was having and he figured out a way, with some ingenuity, to create these pushup blocks that allowed him to do pushups and body weight exercises without any pain.
Now the issue is how do we get those in front of people who have this type of pain.
This is a little bit of a different episode than we normally have because it's with someone with a physical product that solves one specific issue.
We had a really great conversation and we went through the Before Unit profit activators and how we would approach this idea of solving all the wrist pain in the world by starting with all the wrist pain in Kentucky and BC.
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Today on the More Cheese Less Whiskers podcast we're talking with Isaac Partita who helps car dealers and car consultants to grow their business.
Isaac has a great enthusiasm for applying the 8-Profit Activators to the auto industry and we had a really great conversation about where to start, looking at what are the metrics he can establish to measure everyone against. That's the great thing about the 8-Profit Activators... we use it for context, and a set of metrics and measurements to let people know they're on track.
Because every business is different and every business has its own metrics and expectations, if you're going to be in the business of helping other businesses grow, you've got to be able to establish what those metrics are for them and create a systems that can grow that business predictably.
Once you've cracked the code once, it's then scaling and duplicating everything that you've learned.
This is exactly what I do with the real estate agents I work with in our GoGoAgent.com business. I've figured out all the things that help the real estate agents get the things they want... More listings, more referrals, how to multiply their listings, how to find buyers, and how to convert leads. All of those things are from my application of the 8-Profit Activators to the real estate business.
I love talking with people who have that kind of aspiration to create something they're going to syndicate. I think you're going to really find this an interesting conversation and let me know if you have something that could be syndicated.
Send me an email to Dean@DeanJackson.com and let's have a conversation about it.
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Today on the More Cheese Less Whiskers podcast we've got something quite different. Normally we have a business owner who has a business up and running, and we apply the 8-Profit Activators to identify the target audience, get them to raise their hand, educate and motivate them, make irresistible offers, and deliver a dream come true result.
Today however, we have Randall Floyd with us who writes books for young adults. He has his first one out right now and he's just getting started with a handful of sales. So we had a really great conversation about how to think of applying the 8-Profit Activators to a fiction book!
This is a really interesting episode and we actually went a little long because by the end of the call, the ideas were just flowing and we'd expanded the idea from just a book into a much bigger vision for the whole of the idea.
I really enjoyed this one and I think you're going to enjoy it too.
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Today on the More Cheese Less Whiskers podcast we've got a real treat. We're going to be talking with my friend Bedros Keuilian, the founder and operator of Fit Body Boot Camp, a very, very successful fast growing fitness franchise that is taking the world by storm.
He's built it up to a multi, multi, multimillion dollar company, and in that experience, has learned some great processes and disciplines and approaches that can help anyone apply the same thinking to their business and in his words, man up to take control of all the things you need to do to get the most out of your business and life.
We had a great conversation. His new book is called Man Up. It's available on Amazon or wherever good books are sold and I highly recommend you read it. But first, here's a conversation about what's inside the book and what we can do to help get the word out.
You know on this podcast we always take a marketing approach, so rather than just talking about the book, we talk about the marketing of the book, so you get a behind the scenes look at how we would get the word out, and brainstorm some marketing ideas for it.
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90MinuteBooks.com
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Today on the More Cheese Less Whiskers podcast we have a very special podcast! This is episode 5 of 25 in a series that I've been recording over the last five years with my good friend James Schramko.
James, you may know is the owner of SuperFastBusiness.com, he lives in Australia, and every year, when I've gone there to do my Breakthrough Blueprint events, we've made this pact to record one podcast a year for the next 25 years. We're five years into this 25 year, 'Periodic Podcast'.
I love this context where we get to check in one year apart. I'm always there the same time of the year and we get to talk and share behind the scenes stuff about what's been going on over the last year for both of us. We always have really great conversations, and we're very similar philosophically in the way we approach a lifestyle business.
James has a new book called Work Less, Make More, this year. It fits perfectly with the philosophy, so we had chance to talk about that. We had a great conversation. You'll really enjoy this episode.
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Today on the More Cheese Less Whiskers podcast we have a different kind of episode because I'm calling in live, from Sydney Australia, and I'm here with my god friend, Jesse Dejardin.
Let me build a little background here. I've known Jesse for half of his life! He came to work with me as a young, bright-eyed, entrepreneurial go-getter, but listen to what's happened since then. We worked together for several years, and when he left, he moved over to Australia and became the social media and advocacy manager for Tourism Australia. Essentially the marketing agency for the government of Australia. He's now their global manager for social and content, looking after all the organizations operations and when it comes to social and content.
Impressive right! Jesse went on to become one of the 10 most influential people in travel, and just to put that in context, that ranking had him sandwiched between the CEO of Uber and the CEO of American Airlines.
He turned around their social media, and particularly the facebook page of Tourism Australia and made it the number one travel destination in the world, so my idea for our conversation today is to pick his brains and imagine he's coming back to Winter Haven, Florida and I was going to appoint him the global ambassador for my real estate business in there.
Knowing what he know's and what he learned from everything he did for Tourism Australia, what would he do in Winter Haven to build a really amazing outcome for a real estate business.
This is a great episode, lots of take-away actions, and you're going to get a lot out of Jesse's insights.
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Today on the More Cheese Less Whiskers podcast we're talking with Dr Stephanie Estima from Toronto where Stephanie is a doctor of Chiropractic officially, but she helps people with optimal performance and she takes an amazing approach that focuses on your brain first. Not your mind and your thinking, but your actual brain, because that's what everything else is in place to support. It's a pretty cool approach.
She's taken a doubling down approach, as she calls it, to focusing on patient care and it shows in her retention rates, and in the results she's able to get with people.
We had a really great conversation about what an advantage it is that she has part of her equation really dialed in, that people love her, and she's able to get amazing results for them.
We talked about the After Unit, where she could really make the most of some opportunities to orchestrate referrals and really see that her Before Unit will almost take care of itself, if we focused just on nurturing some of these exiting relationships in an orchestrated. Rather than just letting referrals happen.
I really enjoyed this. It went fast and I think you're going to enjoy it too.
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Today on the More Cheese Less Whiskers podcast we have a great conversation with my friend Eelco de Boer.
Now I first met Eelco several years ago when he came to a Breakthrough Blueprint event I was doing in London, and since then we've become great friends. We do a joint event together in Amsterdam every July now, and he is just a genius. I just love everything he's about. We’re philosophically, completely align on everything marketing and lifestyle, and taking a lifestyle approach to using our business to support our ideal lifestyle.
This time we met, we decided to start a podcast of our annual get together, and this conversation is one of those. We recorded at Eelco’s… I hesitate to call it an office because it's really more of a creative space than anything, but we had a great conversation, just to catch up and share all the things that are going on, and what our observations are about marketing today.
The idea is, this will be a series that goes for 25 years as we're committed to doing our event in Amsterdam every year. So, much like I do with James Schramko when I go to Australia, this is a great kind of ‘check in’ with people who are aligned, in another part of the world, observing the marketing environment.
I love that we get to talk about and share our common love of marketing, business, entrepreneurship, lifestyle, and I think you're gonna really enjoy this conversation.
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Today on the More Cheese Less Whiskers podcast we're talking with Jay Wong and Jay is a really interesting guy. I met him in Toronto at a Nick Kusmich event I was speaking at and we got talking about his model of helping people set up, and building brands around their podcasts.
We had a really good conversation today about the purpose of a podcast and the place it has in your 8 Profit Activators, and if you've been listening to the way we do this podcast, it will be an interesting look into the psychology of how I use a podcast in our marketing.
It's nice to have that conversation with somebody who you know is going to take action on the things we talked about, including generating an audience for the show before you actually start the podcast, rather than doing the podcast first and hoping you can build an audience from there.
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On the More Cheese Less Whiskers podcast today, we're talking with Matt Mueller from Bergen County, New Jersey, and Matt works with a franchise operation called School of Rock, a music-based after school program for kids.
I love the concept, and Matt is an enthusiastic student of marketing and wants to really do the best thing for their operation to grow, expand, and to get new students.
Their real goal is to get to 200 people who are recurring monthly members of the School of Rock program and will stay forever, and what we found in talking about it, is this is a business that's very 'After Unit' oriented. So we talked about some bootstrap marketing opportunities, including offering a way for the existing students to refer new students, before talking about some longevity ideas and how to really expand their offerings.
If you have a business that's very 'After Unit' oriented, sometimes the best way to continue to grow is to really tap into the existing people you have, to make and create a culture of referrals so it grows organically.
Often people are interested in 'how do we go out and create a Before Unit strategy' here, but sometimes an After Unit strategy is the way to go.
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Today on the More Cheese Less Whiskers podcast we're talking with Jordan Todorovski, a web and App developer in Amsterdam via Bulgaria.
We had a really great conversation. His firm helps people as a provider of development services for websites and Apps, and a lot of the work they do is white label sort of work, so our conversation started out about the difference between being a provider of service and a deliverer of results. It's an important distinction because when you can get yourself aligned with what the actual result is you're providing for someone, it creates lots of opportunities for collaboration.
Toward the end of the podcast we come around to that point and the realization of the big theme here... You have a choice to be a provider of services or a vendor of services or to be a collaborator in delivering a result for somebody.
If you have a unique capability, organizationally, or you have a unique perspective on how to actually accomplish something and you can collaborate with someone who wants to get that result, that creates a really great opportunity for both of you.
As you're listening, I want you to think about the services or the products or the capabilities you have, and see whether you're primarily offering them as a vendor of a service or a commodity (with many people offering similar 'things') and start thinking about how whatever it is you do, could be approached with a collaborative mindset, focused on the result.
You're going to see that theme playing out here, and I think we'll have more of that coming up in future episodes. It's really where my mind is going a lot lately.
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Today on the More Cheese Less Whiskers podcast we're talking with Jerry Sievers and there are a couple of really great lessons in today's episode.
Here's a successful business, built over several years, that is self-managing and allows Jerry to be removed from any actual operating part of the business. He calls it a wedge. A little opening service that every business needs, every business wants to have done, and he's been able to build a very successful business around delivering that. This is a business that is built on the recurring relationship with clients that have built up a trust over time with Jerry.
Now, the opportunity he has is to syndicate this business. To take the business that he's already learned, that he's already developed a system for, and duplicate it in other areas of the country with people who want to have a business with recurring revenue, that's predictable and can get to a point where it can support them without having to actually work day to day in the business.
That sounds like a pretty good deal and I think you're really gonna enjoy this episode.
An after unit business is one of my favorite topics to talk about, with a recurring revenue and a model that can take you out of the equation, so it works without you having to work in it.
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It can be difficult to get your message out if people don't yet know you, or know how valuable you could be to them.
On this week's More Cheese Less Whiskers podcast we're talking with Craig Melby.
Craig is a real estate specialist helping people in Stuart, Florida release retail space, office space, really any commercial space, and save lots of money. He has a very specialized knowledge that's useful for people. The challenge is, most people don't know about him or that he can help them.
So we talked a lot about how to go upstream, and find people that once they find out about him, would love to be able to avail themselves of his services. We talked about taking a model that we've already developed in the residential real estate business and applying it to commercial real estate, before looking at the difference between scaling and syndicating.
He has an opportunity that is certainly ripe for syndication and I think you'll enjoy a how we evolve this conversation.
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Today on the More Cheese Less Whiskers podcast we're going to be talking with Matty & Stacey Turner from Australia, via Amsterdam, while I'm in Toronto. It's quite an international connection!
The Turners are nutritionists who work with people, helping them build custom nutrition plans, and we talked a lot about the whole of their business, about the different ways they end up helping people, the ways they end up finding people to help.
We really had a great discussion about both the front end of finding new people using the Profit Activator 2 mindset to get people to raise their hands, then we ended by talking about referrals and how to orchestrate referrals from the people that already know them, like them, trust them, and are getting great results with them.
There's a lot here for you, whether you're looking to attract more people, or help the people you work with, make the connection to you at the right time.
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Today on the More Cheese Less Whiskers podcast, we're talking with Trevor Shirk from Denver.
Now Trevor has a unique situation. He's a former military IED hunter, clearing the way for everybody going out on the frontline, actually identifying a disarming IED's. That's a very special thing, but now back safely in the United States and working on a building his own scale ready algorithm.
He has a unique market position in tattoo removal and a really great system for helping tattoo removal practitioner in finding and growing their practice.
We talked about this idea of creating a scale ready Algorithm, and how we could take this budding hyperlocal business, and create a division that finds all of the tattoo removal practitioners from all over the country and scales and expands to serve that entire market.
Now, this is one of my favorite things. I like to call it syndication, where you take a local idea, something that you can crack the code once, and then build the scale ready algorithm to scale it out all over the country. Licensing the same system to many, many, many different people.
It's a wonderful model
So, if you have something you have, that could be a scale ready algorithm like, then I think you're really going to enjoy this episode.
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Today on the More Cheese Less Whiskers podcast we're talking with Fran from Suffolk in England. She is a designer who helps people with visual identities.
We had a really great conversation, because she has a really great philosophy around design, the importance of design, and the importance of putting your best face forward. All the impact that imagery and the choices you make for your logo, and every piece of communication you use in your company.
I believe that design really makes a difference. Just look at how we react to things that are beautiful. We want things. We want companies to be attractive, just like we want people to be attractive, and in this conversation, we talked about the idea of how we can identify and put a tangible element to design, a quantitative element. What is the return on great design?
We also talked about how, as a solopreneur, in a smaller community with a business she wants to maintain at just a certain level that keeps her busy, and allows her to have a great family life, we talked about some really great, simple strategies to execute to keep that flow of business coming.
All while we're having the big philosophical discussions about return on design.
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Today on the More Cheese Less Whiskers podcast we're talking with Gianluca Trombetta. Gianluca currently lives in Spain, but is from Italy, and has friends in London, a real worldwide citizen.
He has an amazing educational course that helps people who have hearing aids make the transition, and have the best possible experience, both emotionally and technically. He has some really great skills that can help people dealing with hearing loss, having been a user of hearing aids himself.
We had a really great conversation about how he can hone in on who’s the actual market for the service he has, and we came upon a really great place for this kind of educational course. It’s the perfect fit in the transition from the during unit to the after unit, for someone helping a relative or friend get hearing aids.
You’ll like how this all comes together.
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Today on the More Cheese Less Whiskers podcast we're talking with Johnny Hempen from Tacoma, Washington. I've known Johnny for several years, ever since he was a client of our real estate programs despite being a contractor, a painter.
He’s been in business for a long time, and we had a great conversation today about how to really maximize his experience, how to turn it into something that’s unique in the marketplace.
He's really a student of direct marketing and the 8 Profit Activators, and he has a real love for the before unit, the lead generation and getting people to think new thoughts and raise their hand.
He loves the idea of narrowing his focus and we ended up having a conversation about turning what he does to generate painting leads, into a competitive advantage for car dealerships.
You'll love how the conversation evolves to that point and the thinking process of elevating what it is you do, into something that’s beyond a commodity. Helping people actually achieve the result they're hoping to get.
If you can attach your product or service onto something they're already seeking, and they look at you as an advantage to achieving that, that's the big lesson here.
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There are many ways to find potential customers, but taking a moment to think through the most effective way can multiply your results.
Today on the More Cheese, Less Whiskers podcast we're talking with Cody Burch. I've met Cody a couple of times at Nick Kusmich’s events and he's what you would call, an expert funnel builder.
He has a really great process that I love the name of, called the ‘One Hour Funnel’ because it promises a big benefit and you know exactly what you're going to get at the end of it. We had a great conversation about this philosophy of making things as convenient as possible for people.
We talked about how he identifies leads right now, and how he uses webinars as a way to get in front of people in his own funnel process. We talked about the idea of using a book or gift card to turn people from invisible prospects to visible prospects as a multiplier for his webinar, always driving towards doing something for people as opposed to showing people how to do something.
This call went so fast and we really got into the depth and psychology of what's going on in the minds of people, and how to best use the different approaches to generating leads.
Links:
Show Notes: MoreCheeseLessWhiskers.com/100
Scorecard: ProfitActivatorScore.com
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There is a lot of syndication, or leverage to be found when you start to look at the other relationships your ideal client already has, the people they are already working with.
Today on the MoreCheeseLessWhiskers podcast we're talking with Jerry Levinson, who runs a small family business, as he likes to say, in Arizona. He loves to joke about that because everyone in the family is under five foot six.
Jerry runs a great a carpet and flooring business, that he's driven by marketing. He loves marketing. He's a legitimate marketing lover, and I got to spend three days with him here in Orlando at our Breakthrough Blueprint event last week, and then today we're doing the podcast. It's usually the other way around. People come on the podcast and then come to a Breakthrough Blueprint, so it’s fun to do it the other way around, and have this conversation on the back of the event.
As you're listening, you'll hear how we really start to think about developing the program he's got, a program that focuses on a specific segment of the market, people who are selling their homes need to get new carpet but can't afford to do it right now. They'll help them get the carpet right now but pay for it from the proceeds of closing the sale.
We get the idea down to the core. We're looking for the scale-ready algorithm. How can we connect with people who Jerry’s perfect customers and in that situation through their relationship with the real estate agent?
We had a great conversation and I think you're going to see there's a lot of stuff that’s applicable to similar situations in other businesses, especially if you're looking to create something you can syndicate.
Links:
Show Notes: MoreCheeseLessWhiskers.com/099
Scorecard: ProfitActivatorScore.com
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Today on the MoreCheeseLessWhiskers.com podcast we're talking with Brian Kiernan from Connecticut, and Brian is an idea man. He's a real student of direct response, marketing, and has a real passion for it.
He's also a custom remodeler. That's his day job, the thing that pays the bills, so he uses that as the vehicle to explore and build his marketing knowledge. He applies it to his own business first, and is aspiring to help other remodelers, either by doing lead generation, or their marketing for them.
We identified where Brian gets off track, and what keeps him from getting to that point, and had a really great, philosophical, strategic and tactical conversation about how to make that dream a reality.
I think there are a lot of people who, once they fall in love with marketing, realize it can be applied to their own business. But they also realize the magic it can do in other people's businesses, and they fall in love with making a business of doing marketing for other people.
On the surface it seems like a great way to do the thing you love without having to do the things you don't love, which is actually run the business. But you'll hear in the conversation how to really think about it, and what progressive plan you could put in place to do the thing you really love, and still sustain yourself through the transition.
If you’ve ever considered taking your knowledge and helping others, you're really going to enjoy this episode.
Links:
Show Notes: MoreCheeseLessWhiskers.com/098
Scorecard: ProfitActivatorScore.com
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In a business where everyone is offering the same service, it’s not so much about what you say, but more about the way you say it.
Today on the MoreCheeseLessWhiskers.com podcast we're talking with Arnold Barzak from up in Ohio, where they have a property management company. They work with condos associations, homeowner’s associations and they take care of all of the property management needs of those units. It's a very interesting business.
We had a great conversation about how to differentiate in a world where everyone is basically offering the same thing, and nobody's happy. It’s a business where there's a lot of resistance to switching management companies, because it's a whole ordeal. So Arnold was really wondering how to breakthrough? What kind of marketing is going to get people to pay attention?
I think you're going to be interested to see where we actually took the conversation, and how much of a difference just one shift in the way you communicate can make.
One shift in a word you use to describe what it is you offer or who it is you're trying to attract can change your whole approach.
I had a lot of fun on this call and I think this is going to be the beginning of a really transformational time for Arnold.
Links:
Show Notes: MoreCheeseLessWhiskers.com/097
Scorecard: ProfitActivatorScore.com
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Success sometimes comes at a cost and you may find yourself with a successful business, but days full of work you’re not excited to do or feeling trapped trading hours for dollars.
Today on the MoreCheeseLessWhiskers.com podcast we're talking with Bogna Wanda, an architect in the New York Area.
Bogna has a successful practice, always busy for over 30 years, and we had a really great conversation about how to transition from being a busy architect, which you could translate to any billable hours professional like, an accountant, a lawyer, a massage therapist, to becoming a business owner where you create something that can generate business, without it being all about your billable hours. Taking more of a proactive approach to the work you do, rather than passively accepting any business that comes your way.
We talked a lot about the philosophy of that transition and we really came on a great plan to actually make it happen.
I love how excited Bogna is when we start outlining a viable plan that she's excited about executing, and I excited for you to listen in and think about how you can apply the same principles to your business.
Links:
Show Notes: MoreCheeseLessWhiskers.com/096
90-Minute Books: ProfitActivatorScore.com
Scorecard: ProfitActivatorScore.com
Email Mastery: EmailMastery.com
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Many people talk about creating a ‘lifestyle business’ but few set out to find a business that meets that goal.
Today on the MoreCheeseLessWhiskers.com podcast we're talking with Alexander Tsymarkin from St. Petersburg in Russia.
We had a great conversation. Alex has a very simple business teaching ladies, mothers, who have children how to swim, and it's a really great story because of the way that he intentionally chose the business. How he started by going through the process from a lifestyle perspective, what would be the perfect business for him, and finding the model that met his criteria.
We had a great conversation about the choices he made, and then we came up with some really elegant, simple, repeatable ways to grow his business.
This is a really interesting episode because he really did start with his end in mind.
Links:
Show Notes: MoreCheeseLessWhiskers.com/095
Scorecard: ProfitActivatorScore.com
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Welcome to the More Cheese Less Whiskers podcast, and wow, what a conversation we've had today! You guys are in for a treat.
Today we’re talking with Mark Flagg. Mark has a tire and auto service company in New York, and this guy is a star. I'm so amazed by his enthusiasm and just raw hustle. That's really what it is, raw hustle and grinding to get it done.
So, we had a really great conversation about, how do you get in front of people who are hoping to go their whole week without ever having to talk to you? If they have to meet you, it's a bad day.
If someone needs to get their tires done or needs to get something done on their car, nobody's looking forward to that. But when you hear Mark, you hear some of the ways he's talking and the things he's doing to embrace this idea of building a lifetime, value-based business with people, really building relationships with people, it's amazing to see what he’s been able to do so far.
We hatched a wonderful scheme for him to test. He's going to go out and test it today and report back and let us know what happens.
You're really going to enjoy this episode. We covered a lot of stuff.
Links:
Show Notes: MoreCheeseLessWhiskers.com/094
I Love Marketing: Daymond John ILoveMarketing.com/234
Scorecard: ProfitActivatorScore.com
Email Mastery: EmailMastery.com
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Dialing in your target market is one of the first things we talk about, but having done that, there is further opportunity to be found in thinking about your customers experience, and creating custom solutions for those groups.
Today on the MoreCheeseLessWhiskers.com podcast we're talking with Ben Dykstra from Seattle, and would you believe it, he is a woodworker.
I mean what are the odds that last week's episode we were talking with someone who has written the book called The Six Figure Woodworker, and then the very next episode we have someone who actually is a woodworker from Seattle.
We had a really great conversation. Ben specializes in building bunk beds and we spent an hour having one of the most creative conversations I think we've ever had on More Cheese, Less Whiskers.
We talked all about not only some ways to immediately improve the results he's getting marketing his existing bunk bed business, but some really creative ways that open up new higher end market opportunities for him within the bunk bed market. Especially taking in to consideration where he is in Seattle and his market there.
You're really going to enjoy this one. There are a lot of ideas here.
Links:
Show Notes: MoreCheeseLessWhiskers.com/093
8-Profit Activators Intro: BreakthroughDNA.com
Scorecard: ProfitActivatorScore.com
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Today on the MoreCheeseLessWhisker.com podcast we're talking with Thomas Arrigo and Thomas has one of the best book titles for a lead generator, The Six Figure Woodworker.
It was the title we came up with together on a book title brainstorming call we did for our 90-Minute Books service, and today we talked about the whole process of using a book like that as the beginning of a relationship.
We spoke about selecting an audience; people who are aspiring full-time woodworkers or people who want to make more money with their woodworking, then how to build a community, and how he can lead into an academy type situation where he's able to help people set up their six figure woodworking business. We ended by talking about the end game, and the millionaire woodworker…
You can see how this is all about speaking to the right person. You just need to say the words Six Figure Woodworker and people are crystal clear on what it's about and what they will get from it.
There’s a lot in this show and we covered all the bases of the before unit including the role of a podcast and getting the context right. We had a really great conversation & you’re going to get a lot from it.
Links:
Show Notes: MoreCheeseLessWhiskers.com/092
90-Minute Books: 90MinuteBooks.com
Book Titles Workshop: 90MinuteBooks.com/workshops
Scorecard: ProfitActivatorScore.com
Email Mastery: EmailMastery.com
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Today on the More Cheese, Less Whiskers podcast, we're talking with Paul Bowman, who lives not far from me, right here in Winter Haven. We actually kind of serendipitously met at our local Starbucks and struck up a conversation.
He runs some fitness boot camp’s here in Winter Haven. We talked about what he was doing to fill his boot camps and he laughed when I asked if he was on the ‘transformation crack’.
I wanted to help him break to habit, so we jumped on today’s call.
He's been working on some alternatives over the last few months and we got a chance today to talk about the most compelling, easy way for him to fill out his roster. He's got space for 150 recurring members in his facility and he's at 83 right now. We talked about the fastest possible way, with the least friction as possible, to fill up those remaining 70 spots.
You're going to like the conversation and what it led to.
Links:
Show Notes: MoreCheeseLessWhiskers.com/091
Postcard Program: TheWorldsMostInterstingPostcard.com
Referrals Manifesto: GettingReferrals.com
Scorecard: ProfitActivatorScore.com
Email Mastery: EmailMastery.com
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Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast we're talking with Jill Harrington from just outside of Williamsburg, Virginia.
Several years ago, she wrote a book called The Lupus Recovery Diet. It was very successful, and she's helped lots of people. Her passion is really spreading the word and helping people adopt a whole food, plant-based diet nutrition program.
We had a really great conversation about the target audience of people who need and want to reverse heart disease. She has a great program that can help people, so my question was, "What would you do? What's the result you can get for people?"
We had a whole conversation around it not being just about the information, but about the execution, and the implementation of that information. Then, rather than looking to reach everyone, we narrowed the focus to her local area, and you'll see how the conversation unfolded to think about a pilot project to prototype, before duplicating her programs all over the country.
You're going to enjoy this episode, especially if you have something that could be packaged as a program to get a result, delivered in a localized market.
Links:
Show Notes: MoreCheeseLessWhiskers.com/090
Scorecard: ProfitActivatorScore.com
Email Mastery: EmailMastery.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Joining the conversation your customers are having, before they start having it with all your competitors, is a great way to ‘be there for them’, before they even know they need you…
Today on the More Cheese Less Whiskers Podcast we're talking with Kirby Virden who owns a sign company that helps businesses with their outdoor signage.
We had a really great conversation, talking about the mistakes people make with their signs, what works, what doesn't, and really looking at what’s the purpose of signage. When you think about it, if you're focused on the outcome, the job of work you want that sign to do, it's a different kind of thinking than just putting your logo and your company name up there.
He has a great knowledge of the business and hatched some great plans, talking about how to find people who are thinking about getting signs, earlier in their thinking… before they ever get to the point of submitting requests for proposals from every sign company in town. How can we find those people earlier?
There’s a lot of opportunity if you head further upstream than others are fishing…
You're going to enjoy this episode.
Links:
Show Notes: MoreCheeseLessWhiskers.com/089
Scorecard: ProfitActivatorScore.com
Email Mastery: EmailMastery.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
If you're already successfully converting leads, then the very best thing you can do is find a way to introduce more people to that process, and separate the identifying from the converting.
Today on the More Cheese, Less Whiskers Podcast we're talking with Geoff Edie from Toronto.
Geoff's company is involved in many different ways of helping Canadian’s maximize their wealth. Tax savings, investments, retirement accounts, a strategy they have for freeing up people’s RRSP.
We had a really great conversation about the front end of his business and how to get the conversation started. They've got a great model in place, inviting people to workshops followed by a ‘big summit’ where a lot of people end up becoming clients, so we talked about the best way to streamline the front end and get into conversations with as many people as we can.
Guess what my recommendation was…
Links:
Show Notes: MoreCheeseLessWhiskers.com/088
Create Your Book: 90MinuteBooks.com
Scorecard: ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast we had a great conversation with Dr. Phillip Yoo. Phil is in California and he helps people with knee pain, shoulder pain, back pain, spine stenosis, a whole list of conditions they're able to relieve with stem cell therapy.
It reminded me of the episode we did with Malton Schexneider, back in Ep023… Both had the same model of using ads to invite people to a workshop and then educating people about the process. From the workshop, people will come to the office, get evaluated and then choose to do some 'laser guided' stem cell therapy.
We talked about the importance of identifying your ideal prospects and turning invisible prospects visible by using a book instead of using the workshop as the way of first getting in touch with them.
This is a great episode and really reinforces what we talked about with Melton.
I think you'll enjoy it, especially if you're using workshops as a lead generation source.
Links:
Show Notes: MoreCheeseLessWhiskers.com/087
Create Your Book: 90MinuteBooks.com
Scorecard: ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese, Less Whiskers Podcast we're talking with Tom Casey.
Tom owns a home services organization, three separate companies in Connecticut, South Carolina, and Florida, all revolving around home services, HVAC, and all the things that go into making a home comfortable.
One of the things this conversation really took on was how do you get into a relationship with people, to be 'their guy' before you've ever had an opportunity to do business with them?
Especially in an industry where it's an emergency that brings them to you.
Nobody's excited about taking preemptive action to get a new air conditioner or a heating system in advance of needing it, and everyone else is going around screaming, trying to be the one they call right now.
We talked about taking a longer term approach and filling your 'before unit' by adopting people as if they were in your 'after unit'.
It's a great way to think about digging a well before you need it and establishing yourself as 'their guy' before they need you.
Links:
Show Notes: MoreCheeseLessWhiskers.com/086
Create Your Book: 90MinuteBooks.com
Scorecard: ProfitActivatorScore.com
Email Mastery: Email dean@deanjackson.com with Email Mastery in the subject and I'll get you all the details
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the More Cheese Less Whiskers podcast we're talking with Ben Byrne from Halifax, Nova Scotia. A fellow Canadian.
He's got some really great ideas. He's an enthusiastic copywriter who's looking to break into the market of helping financial advisors with their marketing.
We talked a lot about 'scale-ready algorithms', syndication, and the baby-steps in the process of helping and finding those people who want to, need to or are looking for help with their finances.
We talked a lot about some of the different strategies he could apply to crack that code which is where the real opportunity come from. Being able to solve the problem once, and duplicate those results breaks you away from reinventing the wheel each time.
There is a lot here and you're going to enjoy this episode.
Links:
Show Notes: MoreCheeseLessWhiskers.com/085
Create Your Book: 90MinuteBooks.com
Scorecard: ProfitActivatorScore.com
Email Mastery: Email dean@deanjackson.com with Email Mastery in the subject and I'll get you all the details
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today on the show we're talking with Dave DePula. Dave is a second-time guest on More Cheese, Less Whiskers. You may remember we spoke back on episode 26 about the golf training method he had developed.
On that show, and in our Email Mastery program, we figured out a really great way to get people to come to his website and leave their name and email address by asking for his 21 Days to Golfing Freedom book. We then created an engaging dialog method to engage those people and offer the program he created to help them improve their golf game.
Well, fast forward over a year now, and he has a new method that's even better than the previous one, so now he’s wondering… how does he make that transition?
This is a great conversation talking about the results he had, and about how and what exactly we need to change about the approach he's taking now.
I think you might be surprised.
Links:
Show Notes: MoreCheeseLessWhiskers.com/084
Scorecard: ProfitActivatorScore.com
Create Your Book: 90MinuteBooks.com
Email Mastery: Email dean@deanjackson.com with Email Mastery in the subject and I'll get you all the details
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today, we’re talking with Monsieur Henri Cousineau, from Montreal. Henri’s a real estate broker focused on leasing office space in the Montreal market.
He's been a realtor for a very long time and online since 2000! We talked about some of the evolution during that time, and focused in on the chain from getting eyeballs to his website, then people leaving their name and email address, then bonding with them over time, and finally meeting with them face-to-face. We discovered the weakest link for him is in getting people, once they come to his site, to leave their name and their email address.
We focused on that because from there, he's really got a great business dialed in and has been very successful in helping people once he’s able to be in contact with them.
This is a really good episode with a lot of transferable takeaways. You're going to enjoy it.
Links:
Show Notes: MoreCheeseLessWhiskers.com/083
Scorecard: ProfitActivatorScore.com
Realtor Tools: GoGoAgent.com
Create Your Book: 90MinuteBooks.com
Email Mastery: Email dean@deanjackson.com with Email Mastery in the subject and I'll get you all the details
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
On today’s show, we're talking with Jesse Ibanez. I've known Jesse for, probably 20 years now. He owns a real estate and mortgage company in San Diego called the Greenhouse Group, and they really get behind this whole idea of the green lifestyle, and sustainability, and you know, they're in the right area for that.
A lot of people, especially in Southern California, and around the country, resonate with that message, and he's opening up a brand new office to server these people in an area he'd like to do more business.
We had a great conversation about how to integrate or marry the resonating purpose they have with their business and the economics of it. How do you make sure this is something that's going to fit with the sustainability of your business rather than be something that's just going to entertain you?
We worked through some really great questions to ask yourself and hatched some really viable evil schemes to attract more business that stay true to their real passion.
Links:
Show Notes: MoreCheeseLessWhiskers.com/082
Scorecard: ProfitActivatorScore.com
Email Mastery: Email dean@deanjackson.com with Email Mastery in the subject and I'll get you all the details
TheGreenhouseGroupinc.com
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Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese, Less Whiskers podcast. Today we're talking with Kirsten Fox from the Culinary Wine Institute in Utah. The wine capital of America! I've known Kirsten for a while now. She's been part of our Email Mastery program, so we've had chance to work with her on some email case studies she’s been creating.
She has a really great business that trains the staff of resorts and hotels, helping their servers become more knowledgeable about wine, so they can pass that knowledge on to diners and ultimately impact the amount of wine sold.
We had a really great conversation and I think you're going to like where it went, because we ended up talking about something that could have a really great impact when we started talking about creating custom metrics.
A metric, a proprietary metric that’s unique to your program, that you can wrap your training around, becomes a proof element of both their need for you, and the impact of working with you.
I am excited for you to hear this episode. This is something that so many of you can leverage.
Links:
Show Notes: MoreCheeseLessWhiskers.com/081
Scorecard: ProfitActivatorScore.com
Email Mastery: Email dean@deanjackson.com with Email Mastery in the subject and I'll get you all the details
Culinary Wine Institute
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Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese Less Whiskers Podcast. Today I'm excited because we’re talking to my good friend, James Schramko.
We talked about many things including the book he’s just written called Work Less, Make More. It’s a title I love. It does what it says on the tin and you know exactly what it’s going to be about.
I go to Australia for a Breakthrough Blueprint event every year, so we get to spend a couple of weeks together just having breakfast and having great discussions both about philosophical approaches to business and practical approaches.
James is just one of my favorite conversational partners, and I think you're really going to enjoy this episode.
Links:
Show Notes: MoreCheeseLessWhiskers.com/079
Scorecard: ProfitActivatorScore.com
90-Minute Books
Work Less, Make More
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the MoreCheeseLessWhiskers.com podcast. My name is Dean Jackson and today we're talking with Joey Atlas. Joey’s name has the perfect sound for what Joey does. He’s a wonderful fitness professional who’s figured out a really great way to get people results in a way that is fun and proprietary.
He's developed a machine that he calls the Sculptabod system and it's really pretty fascinating. We'll hear a lot of the story behind how it all came about.
We started out thinking about what's the best way to amplify his message, and we ended up with a really nice way for him to focus and scale in a very highly impactful way, working on creating the scale ready algorithm.
Links:
Show Notes: MoreCheeseLessWhiskers.com/079
Scorecard: ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Oh boy. This is Dean Jackson, reporting live after a very special call with Ari Meisel. We recorded a More Cheese, Less Whiskers episode that’s going to blow your doors off.
We hatched a real wonderful scheme for our year. You may know Ari Meisel as the author of The Art of Less Doing. He's been a good friend and I completely resonate with everything he talks about. We had a great chance to have a conversation about the number one thing he could do to grow his business in the next year.
I think you're really going to enjoy this one.
Links:
Show Notes: MoreCheeseLessWhiskers.com/078
90MinuteBooks.com
GoGoClients.com
Scorecard: ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the MoreCheeseLessWhiskers.com podcast. My name’s Dean Jackson and if you've ever thought you’d like to take the lessons and experience you've learned in growing your successful business and helping other people grow theirs, then you're going to enjoy this podcast.
We're talking today with Randy Redinger from South Dakota, and Randy has a desire to help plumbing contractors build a successful business by helping them avoid the pitfalls that he knows how to help them avoid by setting up the operational systems as well as the marketing systems that we’re talking about today.
This all fits into a category that’s one of my favorite things… syndication.
Essentially what you're doing is taking a proven model, when you've figured something out for a business and then shortcutting the process for them. It’s almost like a franchise prototype, by creating an operating manual for them to follow, a roadmap to get a result.
Randy's at the very, very early stages of setting this up, so we had a conversation about how to think about it, the baby steps to set this up. I think you’ll enjoy the conversation if this is something you've ever thought about.
And why wouldn't it be something you think about? If you've got a successful business and there are other people in the same business as you, it's a great idea. Nobody is ever going to appoint you to the position of leader in your field, but guess what? Nobody's going to stop you from taking that position either!
Come into this one with a sense of possibility, and I think you might enjoy what we're going to talk about.
Links:
Show Notes: MoreCheeseLessWhiskers.com/077
Book: MoreCheeseLessWhiskers.com
Scorecard: ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the MoreCheeseLessWhiskers.com podcast. My name is Dean Jackson, and today we're talking with Kelly Krueger. Kelly has a really cool new website she's created called IngeniousBaby.com where she has a really great idea of helping parents of newborn to three year olds really maximize the development of their child in that critical period.
We talked a lot about the outcomes that someone would get if they went down the right path with their baby, and what's the worst outcome that could happen, to establish where we want to help parents go, and what are the opportunity and pitfalls.
As a new business, she was very curious to how monetize this new community and what model to use, so we explored some of the different options, how to build a great foundation, and who might be interested in sponsoring or having access to this community.
It’s a great episode for anyone starting to think about this challenge.
Links:
Show Notes: MoreCheeseLessWhiskers.com/076
Book: MoreCheeseLessWhiskers.com
ProfitActivatorScore.com
IngeniousBaby.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese Less Whiskers Podcast. My name is Dean Jackson and today, we’ve got a great episode I’m excited to share with you. Today I’m talking with Dino Dondiego, from New Jersey. Dino has created, invented a process that can help millions of people with thinning hair.
It’s a unique, nonsurgical process and the most effective way to get thicker hair that’s completely natural. It’s called InvisaBlend.
He’s at the point now where he’s starting to spread this idea through a network of people who are affiliates of his program and do the actual installation of his process. We talked a lot about the different options he has to scale this, and you’ll be surprised at the direction it ends up taking.
This is a little bit longer episode, but I found it really fascinating. Plus, somewhere in the middle here, you get to hear about my movie idea, the world premiere of my movie Idea that I've never shared with anyone publicly. That’s a little Easter egg within the episode for you!
Listen in. You're going to enjoy it.
Links:
Show Notes: MoreCheeseLessWhiskers.com/075
Book: MoreCheeseLessWhiskers.com
ProfitActivatorScore.com
90MinuteBooks.com
Invisablend.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese, Less Whiskers podcast. My name is Dean Jackson and today we're speaking with Henry Reith who’s with Simply Headsets in Australia.
They're the number one headset provider in Australia and have a great business. They've been in business for almost 12 years and as we started talking about it, we uncovered all the things they're doing really well.
They've got a great e-commerce site, they convert a lot of their visitors, they've got a lot of customers. So we talked about the opportunities of converting more leads and some before unit strategies to increase the number of people they can engage with who come to their site.
We also looked at the big opportunity of what to do with their after unit. They've got thousands and thousands of customers and we talked about some predictive ways to generate more business from previous customers.
We had a really great conversation you're going to enjoy.
Links:
Show Notes: MoreCheeseLessWhiskers.com/074
Book: MoreCheeseLessWhiskers.com
ProfitActivatorScore.com
SimplyHeadsets.com.au
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese, Less Whiskers podcast. Today we have a great conversation with Greg Harrington. Greg is an app developer who has unlimited opportunities and wonderful capabilities.
We started the conversation by talking about where his business developing custom apps for people that maybe take three or four months to complete, has come from, and the capacity he has for that type of project.
We then really got to the conversation about what the big opportunity is for Greg, and to think about the highest possible outcome for the skills, abilities and asset he has (his time and knowledge).
We talked about my freedom matrix for evaluating opportunities, and we spent the whole conversation really honing in on how to evaluate and figure out what are the best opportunities.
I think if you're in a situation like this where you have lots of capabilities and opportunities coming your way, then this will be valuable to help you put some sharp thinking around what would be the very best use of those capabilities going forward.
Links:
Show Notes: MoreCheeseLessWhiskers.com/073
Book: MoreCheeseLessWhiskers.com
ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese, Less Whiskers podcast and today we're talking with Victor Thomas.
Victor owns a web development firm in San Francisco. They have lots of great capabilities and have built a nice business helping other businesses with their online presence.
If you're providing a service that’s project based, where you're doing work one time and getting paid one time, there's always the opportunity to think about how can you deploy those opportunities, those resources in a way that will yield recurring revenue.
We had a really great conversation about leveraging his effort, about selecting target markets that you can scale and which direction Victor could potentially go in.
Links:
Show Notes: MoreCheeseLessWhiskers.com/072
Book: MoreCheeseLessWhiskers.com
ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese, Less Whiskers podcast. Today we're talking with Shane Melanson, a commercial real estate agent from Calgary, Albert, Canada.
Shane and I went through a little process here today to hone in on his specific target audience and outlined a whole plan to position him as the ‘mayor’ of that category in Calgary.
You're really going to enjoy this episode. I always love to talk about real estate, and there are so many parallels between the commercial side of real estate and all the residential things we have going on. You’ll see that happen here as we make those comparisons and end up with a really good action plan that Shane will be able to put into place.
Links:
Show Notes: MoreCheeseLessWhiskers.com/071
ProfitActivatorScore.com
GoGoAgent.com
GoGoClients.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese, Less Whiskers Podcast and boy, have we got a podcast for you today!
I'm talking with Noah Rosenfarb and Aaron Lee who run a company that helps franchisors and franchisees with their local digital marketing. These guys are phenomenal. I love the approach they have in putting so much thought into the things they're doing, and of course, my favorite things too, hatching evil schemes and franchising. You know, the ultimate level of syndication, is a franchise.
This conversation went by so fast, but there are so many great lessons in this, episode especially if you're in a business that helps other businesses succeed.
Links:
If you want to join me in December to hatch some evil schemes for your business, just email me dean@deanjackson.com and put 'Orlando' in the subject and I'll get you all the details.
Show Notes: MoreCheeseLessWhiskers.com/070
ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese Less Whiskers podcast. Today we have an exciting episode with Justin Brooke. Justin is a monster in the online media and ad buying world. He has a wonderful training program at AdSkills.com where he trains people in not just Facebook ads, but buying all kinds of media ads. Everything from getting leads, to making initial sales, he's the guy.
We had a really great conversation about, what does he do with that now? Where does it go? What's the biggest opportunity? We focused on the wonderful opportunity of not just sharing the skills of how to do something, or teaching people how to do something, but really leveling up and talking about the result. How can we package a result rather than just the knowledge to getting that result?
We had a really great discussion, and it's interesting that Justin shared in the conversation, he was thinking along that same line that very day. We had a lot of fun hatching some evil schemes here, and you're going to enjoy this episode.
Links:
Show Notes: MoreCheeseLessWhiskers.com/069
ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to another episode of the More Cheese Less Whiskers podcast where today we're talking with Ken Ingram.
I just spent three days with Ken in Orlando at the Breakthrough Blueprint event in Celebration where we talked about his Spanish immersion program that works for, well, all kinds of different people.
You're going to hear as we talk, how we narrowed down to a specific target audience and then hatch an ‘evil scheme’ to get in front of that group in just the right way. There's a lot in this episode as we go deep through the process of narrowing your focus to a single target market and really thinking about how you can dominate that market. When we do the math on this, it all becomes really exciting.
Then, we talked about the mechanism of how we're going to make this happen, how to really focus on this target audience so that we can get in front of as many of the right people as we can and by the end, we’ve hatched a fully thought out ‘evil scheme’.
I think you're going to enjoy this episode.
Links:
Show Notes: MoreCheeseLessWhiskers.com/068
ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today, we're talking with Yassin Shaar. Yassin is a real estate mogul. A real estate impresario who's taking over the rent-to-own world with a very focused market and we spent a lot of our time talking about how to position Yassin as a market maker.
We talked about a concept where the mechanics are that we’re looking at being a market maker and the specifics are that he's looking for people who have homes they would like to sell.
We know there are people who want to buy homes, rent to own but they can't afford a down payment or whatever reason right now. Then we have investors who would like to buy homes with a presale that people would like to ultimately own.
That triangulation as a market-making is where the opportunity lies.
Listen in, and you'll see how the idea unfolds, and keep in mind, this concept can apply to so many things where there's an opportunity for you to be a market maker.
Links:
Show Notes: MoreCheeseLessWhiskers.com/067
ProfitActivatorScore.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Hello, and welcome to the MoreCheeseLessWhiskers podcast.
Today, we have a special treat. We have my good friend, Steve Sims. Steve, you may know, is the head of the Bluefish organization, a high end concierge service that can help you do anything you can imagine like getting people married at the Vatican or having dinner at the feet of David with Andrea Bocelli entertaining. Anything you can imagine, Steve can actually make happen.
I had the great experience of going to a taping of The Voice, the TV show, with Frank Kern. I got a signed guitar from Maroon 5 for Frank when we were doing an event together, and Steve's the one that made that happen. I’ve really enjoyed and have been the beneficiary of some great times because of my relationship with Steve.
Now, he has a new book coming out called Bluefishing, and we started our conversation by talking about some of the things he went through in writing the book and some of the things he's doing to launch the book.
We hit on the big idea, the evil scheme, the thing we can wrap the whole thing around. I'm pretty excited about it and I think it's going to evolve into something big.
I'll let you enjoy this episode and hear the hatching of an evil scheme live.
Links:
Show Notes: MoreCheeseLessWhiskers.com/066
ProfitActivatorScore.com
ILoveMarketing.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the MoreCheeseLessWhiskers.com podcast. Today we're talking with Jamie Larson from Burnaby, British Columbia. Jamie’s an audiologist and he works with people who need hearing aids and helps them get the right information to make the right choice.
He's written a book and we talked about how he uses that book as a lead generator. It’s been working great and we brainstormed some ways to make his advertising, his initial offer in Profit Activator 2, more compelling versus convincing, as well as talking about some referral strategies.
We had a great conversation. He's got a great action plan, and I think you'll enjoy this episode.
Links:
MoreCheeseLessWhiskers.com
ProfitActivatorScorecard.com
90MinuteBooks.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Today, we're talking with Burke Jones. Burke has a brand new company helping people have greener lawns and get rid of all their weeds in some of the nice neighborhoods of Kansas. He started with some door hangers that offered a discounted price and he’s had some success already, starting to build a base of customers.
We spent this whole conversation talking about taking advantage of the structure of a business with recurring revenue. The value he has is a business that every six weeks he's going to come out, do a treatment, and that will happen year after year after year.
It's very back end, very after unit loaded. He's building his business up to where he'll have people in the after unit that are just recurring year after year after year, but, you have to start with the before unit, you have to start with where you are.
We talked about the possibility of offering a free treatment at the end of the season as opposed to at the beginning of next season, when everybody else will be lined up, competing, trying to get new clients.
Burke's very excited about the possibility and understood the logic, because we talked all the way through the investment model and the ROI on the greatest asset he has, access to his treatments at cost.
For any recurring business where there is long term value in each client, being able to use this asset and treat the work you do to get clients as an investment rather than a cost is great way to look the return.
We had a great conversation, I've had a lot of experience in this kind of a business and you’ll get a lot out of this episode.
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Welcome to this week’s episode of the MoreCheeseLessWhiskers.com podcast.
A couple of weeks ago I was in Toronto and attended an amazing event called the Archangels Summit. The gentlemen that puts it on every year is Giovanni Marsico. I’ve been able to spend a little time with Giovanni and gotten to know him, and the mission they have for the event.
It was held in the Sony Center in Toronto, which has capacity of 3,000 people. He had over 2,500 people in the room. It had a fantastic vibe and energy to it. The year before, he had 1,500, so he's almost doubled the size. He has some amazing speakers. This year, Simon Sinek, Damon John and Dr. Shefali Tsabary. Last year, Gary Vaynerchuk and Seth Godin. This year, he had Akon do a performance which had everybody on their feet. I was watching this thinking, "The energy of this is just so incredible, he really puts on an amazing show."
What he's essentially doing is creating a community of people who are taking moonshots, who are building tribes and communities that he calls superheroes.
I had a wonderful idea while I was at the event that I shared with him a few days later when we had breakfast, just to see if he was interested in the idea.
He was, and we decided that rather than discuss it further then, we’d explore the depth of the idea here on this podcast.
I can't wait for you to hear it.
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ArchangelMasters.com
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Welcome to the MoreCheeseLessWhiskers.com podcast. My name’s Dean Jackson. Today, we're talking with Hal Cranmer from Phoenix, Arizona. Hal owns five boutique assisted living homes with just 10 rooms in each.
We started out the conversation getting a sense of how that business works, how he finds people, and then talk about how we can differentiate what he has to identify people who are looking for that particular type of facility.
The ‘smaller boutique’ is actually a word that we came up with on the podcast here. You'll see how we talk about using market data to compel people to raise their hand, and separating his before unit from his during unit.
He was very excited by the end of the call and I think we have a real viable plan here. I can't wait to see him put it into action.
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Today, we're talking with Victor Pacini. I've known Victor for several years and we've been working together on his program that helps schools fulfill the Erin's Law mandate. A law that mandates schools educate their students about sexual abuse. Victor has an amazing story, and an amazing program that provides a solution for schools fulfilling that requirement.
Over the years he's perfected the way he delivers his presentation. He's written a book that helps schools understand their responsibilities and introduces them to his services, delivering presentations for them. It's been a great journey to see happen, and one that's been really successful for Victor in that he's completely booked across all of his programs.
What we're talking about in this episode is specifically the opportunity he now has to expand beyond just ‘Victor’ and use the book and the system he's created, to keep himself fully booked and then help others to expand this opportunity and really help fulfill the Erin's Law mandate all over the country.
This is a great story of starting out with one guy, with one presentation, with one opportunity to get in front of schools and to fully systemize that opportunity so he's fully booked and now looking to expand beyond just himself to deliver the presentations.
You're going to really enjoy this episode.
Links:
www.MoreCheeseLessWhiskers.com
www.ProfitActivatorSocrecard.com
www.90MinuteBooks.com
www.VictorPacini.com
Today we have Janice Berthold with us, an insurance specialist in California, where she works with large companies, companies with 200 plus employees, who have large workers' comp insurance premiums. She helps them not only lower the cost of their premiums, but to change the way they approach worker's comp, from safety and risk assessment, through to creating a great environment. She’s had great success, and this year, a 100% close rate with the people she’s spoken with.
As you'll hear, she really knows her stuff. She knows how to help people and she gets amazing results.
This is a great bonus when you’re looking at a new marketing campaign. Knowing with 100% confidence that you're able to get an outstanding result for someone, really gives you the confidence to turn up the volume in the before unit.
We talked about ways to amplify what she's doing today and take it from a one-to-one approach, going out to people individually, to a strategy where we can pick a pool of 1000 of her ideal CFOs and create a marketing campaign to get the ones that are in the market to raise their hand.
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Welcome to this week’s episode of the MoreCheeseLessWhiskers.com podcast.
Today we are talking with Scott Tonges from Pagosa Springs, Colorado, close to Durango, where my good buddy, Jeff Walker, lives.
Scott is in a situation that a lot of people find themselves in. He has lot of specialized knowledge over a lifetime of helping people in real estate as an investor and as a broker with commercial and investment real estate. He has the heart of a teacher and he really wants to share that information with people.
He just didn't know where to start, where to focus his attention, because he COULD do so many things in so many different ways to help people.
We had a great conversation about where to start, how to think through the process, and I think that you're going to find this very valuable if you're trying to narrow your focus to a single target market.
I started by asking Scott, what would be a dream come true for him.
Listen in as the conversation unfolds.
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Today we're talking with Ben Frank from the hockey hotbed of Orange County, California!
You don't really think about Orange County, California as a hockey hotbed, but he's a fellow Canadian and is very involved in junior hockey development in California, where they have a really great program.
We talked a little bit about where the kids who join the programs come from and how, if they start early, they might stick with the programs for 10 years.
We discussed ways of stoking the fire, the front end of this by exposing skating, really the gateway to hockey, to the parents of three and four-year-olds. That’s really one of the biggest opportunities because the more those kids are exposed to hockey, skating, the hockey rink and the environment as a whole, the more it would be a natural progression for them to take an interest in hockey.
We talked about it as one of the ‘dig your well before you're thirsty’, strategies. To know that today's three and four-year-olds are next year's five and six-year-olds. By going a little bit upstream and widening the pool of people that could be interested, we get more potential clients to choose from.
We had a great conversation around this and some other strategies, breaking down his before, during, and after units.
I think you'll enjoy this episode.
Show Links:To find out more about the small group masterminds I'm doing in Orlando this fall, send me an email to dean@deanjackson.com with Orlando in the subject and I'll send you all the details.
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Today we’re talking with John Blake all the way from Perth, Australia. The city that has the lucky distinction of being the most populated, isolated, city in the world.
The good news is, that hasn’t stopped Blake from building a really nice business helping other businesses crack their marketing codes. We had a great conversation about the opportunity he now has to, instead of doing original work all the time; finding new clients, starting a new project, continuing to grow and raising the income by either doing more work or raising prices and finding a higher and higher value clients, we talked about the idea of getting leverage from the work he's already done by doing work one time that he can syndicate to other businesses all over Australia.
This is a subject that's near and dear to my heart. Something I’ve built a lot of my career on is creating what I call scale ready algorithms; to crack a code, and then roll it out across the country to local businesses that can use that same strategy again and again.
I really enjoyed this conversation and I think you'll get a lot out of it. Especially, if you're someone who’s doing a lot of original work that could have value to other businesses.
If that sounds like you, head over to the Be a Guest form, tell me a little about what you’re doing & it would be great to have a ‘syndication series’ of episode to go deeper on this idea.
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Welcome to the MoreCheeseLessWhiskers.com podcast.
Today I’m talking with Wendy Gardner, a skincare specialist in the UK. She has a line of skincare products that she lovingly creates by hand, with all the finest natural ingredients. She offers a really individualized approach to skincare.
We had a conversation talking about how to differentiate the skincare line itself, but in the second half of the conversation we dialed it in and talked more along the line of creating an experience for customers. Completely repositioning the way she looks at the relationship with them.
As you know, when you listening to these shows, I don't have any foreknowledge of what kind of business people have or a specific plan of where I want the call to go, but I think by exploring who your target audience is and who are your ideal clients and the result you could create for someone, it reveals the biggest opportunities.
We settled on the idea of creating a 90-day experience for people where they get to go full immersion and bundled her products with an educational process. That does a lot of different things. It shifts the attention away from the commoditized pricing of your products, and it focuses 100% on the result at the end of the 90 days, of which, the products are sort of incidental to that or just one part of the journey of it.
It has a lot of potential for anyone who can create journey that focuses on the outcome and I can't wait to see how Wendy takes this to the next level.
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Glow Skincare
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Today we are talking with Shawn Yergler. Based in Indiana, Shawn does something that helps home owners who have concrete driveways, pathways, walkways, decks, extend the life of their concrete make it look better and protect it from the elements. Essentially, a cleaning and sealing situation with the concrete.
Shawn's had some success with every door direct mail - EDDM, (you can see a copy of the post card that he's using, at morecheeselesswhiskers.com/055), and we started by talking about how the awareness of this, the desire for this, a service that is not really a necessity, there's not a lot of utility value.
It’s not a transformational service and people don't have to do it so we talked a lot about the right audience, and how to communicate in a way that lets the right people know it’s available.
Right now he has a postcard using a $50 off offer. We talked about a different way to frame the offer that would encourage people who are not ready to get their driveway re-sealed right now, but would like to do this a little later to identify themselves so we get that chance to communicate with those people too. We then talked about how to take it online.
It was a really great conversation. You're going to enjoy it and f you're doing something similar, I think you'll especially get a lot out of the conversation about desire, and where we fall on that matrix.
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Today our guest is David Igono. Now, I don't know if you've noticed, but there are a lot of podcasts in the world right now! It seems like podcasts are becoming the hip, cool thing and David has a great concept for a podcast specializing in college golf.
Just like anything you create, you have to have an understanding of why your podcast exists. What is its purpose? For me, I’ve always found a podcast is not about generating leads, but it's more about converting leads. A podcast is more of a Profit Activator 3 vehicle, for educating and motivating people toward an outcome.
It's a very noisy market right now so you still need to be able to do some lead generation. You're not going to be able to just put up your podcast and hope that people find it, but the good news is that you can be very specialized in the show you create, and that creates lots of opportunities for you.
Once you get clear on who you want to be a hero to, then you really get an opportunity to be a market maker. This is something David and I spend a lot of our conversation figuring out today.
You're really going to enjoy this episode, especially if you've been considering or if you have a podcast that you're trying to figure out its place in the world.
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Every once in awhile I get to talk about one of my favorite things.
I have two big loves in the world. It's marketing, of course, and it's applying that marketing to real estate, because that's how I started out my business. That's how I learned a lot of the marketing things that we talk about today and where I developed a lot of the principles that became the 8-Profit Activator.
Today we're talking with Thomas March, a real estate agent from California. We had a great conversation. I'd love to apply the 8-Profit Activators to real estate. I think you're going to enjoy this as there are a lot of transferrable lessons because real estate is such a relatable business. Everybody's had a real estate experience. It translates well into other businesses.
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Welcome to the 52nd episode of the morecheeselesswhiskers.com podcast. One year ago today we launched the More Cheese, Less Whiskers podcast. Can you believe it’s been a year already? Today I’ve got a real treat for you. As it’s our birthday episode, I wanted to do something special and I have just the thing.
A few months ago, I was driving home from St. Petersburg to Orlando and I got a text from my friend Frank Kern. Frank was working with one of his clients on a nine word email campaign and had questions about some of the follow-up steps. What to do after the emails sent. So I said, “I’m stuck in traffic, let’s hop on my conference line, we can talk it out and hatch some evil schemes” as we often do. I want to give you a behind the scenes look at how this kind of conversation actually happens. The conversations we have in real life. We’ll maybe do this once a month, certainly when we’re together in person we’ll have conversations like this for days (when we’re not joking around, making fun of things and watching silly movies). This is instructive though, because you’ll see exactly how we think about the follow-up to the nine word email.
So, enjoy this behind the scenes episode and for our 52nd episode you can do a couple of things. Go to iTunes.com, subscribe to the podcast if you’re not already subscribed, and while you’re there leave us a review and a rating. That will help a lot to get the word out. Also, tell your friends. Just send a quick email and say, “Hey, do you listen to the More Cheese, Less Whiskers podcast? Check out this episode”, and see where the conversation goes. Let’s keep spreading the word all over the world.
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Welcome to the MoreCheeseLessWhiskers.com podcast. Today we have a great conversation with Amar Ghose. Amar and some of his partners run software as a service for maid companies called ZenMaid.com.
We talked about a lot in this episode. It's very fractal in that we jump around talking about each of the Profit Activators and how there are specific things to focus on in the During Unit including how people use your service and what the dream come true experience is that you provide so you can highlight that in the Before Unit.
We also got to talk about some great example of separating the compelling elements of Profit Activator two from the convincing education of Profit Activator three. In Profit Activator two, we want to focus on only the job of getting people to raise their hand. We want to start a dialog. We want to turn invisible prospects into visible prospects.
I think you're going to find all this very helpful if you have any kind of an ongoing membership service, so tune in!
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Welcome to the More Cheese Less Whiskers Podcast Today we are talking with Ashe Higgs from Tempe, Arizona.
Ashe runs a martial arts program called I Liq Chuan and as you listen to this episode, you'll see the underlying structure, the puzzle that we're trying to solve is essentially, he has a location where he serves members through classes and private lessons, so how can we best fill that capacity.
That’s the mechanics, the logistics of what actually happens and you can overlay everything that we talk about to any business that follows that model. It could just as easily be a fitness studio, an after school tutoring program, a tennis or golf instructor or anything where the model is that you find people, you bring them into your environment, you let them experience what you have to offer, and they join to stay as a member and continue to use those services.
It's important you understand the underlying limitations, constraints or goals for what we're looking at here. It's often the case when we start out to want to focus on the ad or what can we do to generate leads. You’ll see today that the path to Profit Activator 2 often goes through Profit Activator 5, understanding exactly what it is that you do to create that world-class experience, that dream come true for people, and Profit Activator 1 of who is that an ideal fit for.
Once you understand those two things then we can get to work on the rest of the before unit activator.
I think you're really going to enjoy this episode no matter what business you're in.
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Welcome to the MoreCheeseLessWhiskers.com podcast. Today we have an international caller from Switzerland, Roman Bourquin, and we're going to really focus our time getting deep into Profit Activator number one.
This is the most important Profit Activator. Really selecting who your target audience is, really getting to understand what it is that they're going through, what it is that they need and are looking for, helps identify the intersection of what they really need and what you can offer.
What is the dream come true scenario that you can provide for that audience before we ever get to think about Profit Activator 2, how to get them to raise their hand.
I think you're going to really get a lot out of listening to the wheels turning and how we can dig into understanding what an audience really wants, where they are, how to structure the way that we look at it.
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Today we have a treat. We're talking with Taki Moore. For those of you who don't know him yet, Taki is a coach who coaches, coaches, helping them build million dollar coaching practices.
He’s one of my favorite people to brainstorm with because Taki like me is a 10 quick start on the Kolbe measure, and he implements like crazy. We'll hatch an evil scheme, he'll implement it immediately and come back and share the results.
We were messaging last night. He was asking about what strategies we could use with chatbots. It was a great thread and I thought that's a great idea for a MoreCheeseLessWhiskers episode.
So in this call we talk about the role of chatbots in our Profit Activator 3 lead conversion system. I think this is going to be a really great way for you to set a context if you're going to go into using bots and automations to help convert leads.
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Today I'm talking with Todd Herman. Todd is the creator of the 90-Day Year and, if you’ve been paying attention over the last couple of years you'll have seen this idea getting a lot of traction.
He has a very mature business and a great launch-based model. We talk about how to really capitalize on the biggest asset he has, which turns out to be his list of all the people who, in Profit Activator 3, have responded and raised their hand as being interested in the idea of a 90-Day Year.
His biggest opportunity is to really expand the way he leverages that asset and help those people take the next step.
We focused a lot of our time this episode, really going deep in that concept. This is an episode you’re really going to enjoy.
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In today’s call I’m talking to Eoin Everard, a physiotherapist from Kilkenny, Ireland.
He's such an enthusiastic lover marketing. He's been following the I Love Marketing podcast since 2012 and is really doing some great things in marketing his physiotherapy practice.
And we had a great discussion about all of the elements of his before, during and after units and one of the really interesting themes of the whole conversation was the idea of thinking bigger than being just a solopreneur.
If you're going to scale your business, you have to get to a point where you can see your business providing results and value beyond your need to be involved delivering that value. You have to be able to create a system; a process and procedure that can, in the before unit; find people who want to get the result you're able to deliver, in the during unit, deliver those result consistently, predictably and profitably, and then in the after unit, nurture relationships so everyone you know, knows you provide these kind of services and are enthusiastic to introduce you to the people they meet who could use your services as well.
This is a great conversation that covers all those points from a strategic standpoint.
You're going to get a lot out of it.
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Today we have a really great conversation with Derrik Hubbard, a financial advisor in California.
He has a really successful system he's been using to mail an invitation to the ‘right people’, a specific group of people in the area around the location where he runs a Social Security workshop.
It’s a great example of the vending machine I’ve described in the last few shows. He has people to come to the workshop and from there they meet with him for a strategy session and becoming clients.
It’s a system that works, and over the hour of the show we ran through the whole process of exactly how it works over his 30 day cycle.
Picking the list, mailing the postcards, holding the event. Within 30 days, he has a number of people in his office and now he's able to work with them in a relationship that's going to yield a great return over the course of several years for him, and helps the people maximize what they're doing in their retirement.
We spent a lot of the time talking about how to maximize that process and how to lower the threshold on the front end. Instead of offering a workshop straight away, offering a book (a lower barrier to entry) and then extending the relationship we have with people to bond, and over a longer period of time, continue to offer ‘cookies’ to them like the workshop.
This is a really great episode to understand how each of the four Profit Activators in the before unit work together and how we can maximize them.
You're going to enjoy this one.
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Welcome to the More Cheese Less Whiskers podcast.
Today, we have a great conversation with Jeffrey Higgins, a real estate agent from outside of Detroit, about the future of real estate.
Jeffrey is someone who's been in the real estate business for 25 years, mainly in a commercial capacity working with retail shopping malls, and I don't know if you've noticed, but the prospects for the shopping mall as a concept are getting less and less exciting.
Jeffrey, taking a long-term view and looking to the future, has decided it makes more sense to transition into residential real estate.
Rather than just talk about the specifics of how to get more real estate leads, because I've cracked all of those codes and have endless podcasts and information about how to do that, we really focused on the higher-level conversation. What is it going to take to be in a sustainable real estate business in the next 25 years and really build a foundation that can not only survive, but get ahead of and thrive in this changing environment.
We focused on two things that are key to this, but I'm going to let you discover through the podcast here.
Take a listen…
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I have a really interesting conversation lined up for you today. Alex Epstein is one of my favorite people to have conversations with. This guy is super, super bright, he's a philosopher, which I love about him, and he's the author of one of the books that I think may be the very best book title ever, The Moral Case for Fossil Fuels. It's a reflection of the really interesting approach he takes looking at things.
We dive into that, but we spent most of our time looking at how we could apply the eight profit activators to the business of being Alex Epstein. We came up with some really great evil schemes for him use his own scorecards and super signatures.
I think you’ll really enjoy this take on things.
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ProfitActivatorScore.com
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Welcome back to the More Cheese Less Whiskers Podcast. My name is Dean Jackson and today we have a More Cheese Less Whiskers first as we welcome back Jamie Smart.
This is the first time we've had an update episode. If you remember Jamie is the author of two books, Clarity and Results. I’ve enjoyed both of them and this episode is a follow up to episode 009 where we dived in the details and planned for the book launch of Results.
We talked about some out of box ideas on how to market on a local basis, a national book launch. All to support Jamie’s goal of getting on the Sunday Times list, the UK equivalent of the New York Times bestseller list.
We came up with some really great ideas and Jamie and his team were able to execute some pretty neat things. He had a lot of great insight about what happened through that whole campaign and we spent the hour talking about the insights and results before talking more about the place of books and the importance of books titles. Specifically in the marketing or the attraction of a book.
I always enjoy my conversations with Jamie. I think you're going to love this episode.
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Show Notes
Today, I'm talking with Jim Hart. Jim is in Arizona and has had quite a career in both the newspaper business and direct response marketing, as a consultant and now working with small and medium businesses to help counsel them on their marketing.
We had a great conversation about the future of the newspaper business. We talked about how, despite the common narrative, there's still a lot of juice left to squeeze from the newspaper orange, and the unique opportunity Jim has with his skills as a direct response marketer, his knowledge of the newspaper business and his connections in the newspaper business, to bundle up his skills and create some really great opportunities for small businesses all over the country.
We progressed into talking about the deeper idea of picking one business and really going deep in providing solutions for that one business that could be syndicated to all the other service providers in the same business.
You'll see we started talking about dentists but the conversation narrow to end talking about chiropractors. This is a great demonstration of the focus you can get helping any kind of businesses, in the same way I have specific focus on being able to help real estate agents. We talked a lot about how this could apply to his situation.
I think you'll really find this an interesting episode, developing the idea of a working, scaleable example.
Links:
I'm doing 5 small group masterminds over the summer in: Orlando, Toronto, London, Amsterdam, Sydney. We're going to spend 3 days going deep in applying the 8 Profit Activators to your business.
Would you like to join us?
Just send me email to dean@deanjackson.com, put your city in the subject line and I'll get you all the details!
BreakthroughDNA.com/Live
Want to be a guest on the show? Simply leat me know here 'Be a Guest'.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here at MoreCheeseLessWhiskers.com
Today, we have a really great conversation with Kyle LeMarie. Kyle is here in Orlando, not too far from me, and he's making some wild innovations in the independent musician space.
He's really cracking the code, helping independent artists taking matters into their own hands, taking it back some of the power that big corporations have had in control of the music industry and making it easy and kind of forging a path for independent musicians to get their voice heard, to build their audience and to really apply the 8-Profit Activators to the independent musician.
He has a lot of great things that are going on and it was surprising to hear just how thoughtful he's been in applying the 8-Profit Activators to independent musicians and the success they've had.
This is a great conversation about the mechanisms that are easily deployed to build an audience and how to progress people through all stages of the Profit Activator stages.
Links:
I'm doing 5 small group masterminds over the summer in: Orlando, Toronto, London, Amsterdam, Sydney. We're going to spend 3 days going deep in applying the 8 Profit Activators to your business.
Would you like to join us?
Just send me email to dean@deanjackson.com, put your city in the subject line and I'll get you all the details!
BreakthroughDNA.com/Live
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Selecting a single target market is a key principal to the 8-Profit Activators as fear of missing out makes most people try to target as many people as possible. Selecting the right group can make all the difference as your message resonates with those people. It gives you someone to focus on as you create points of engagement. It is both an art and science though, and it’s good to remember that being too specific could be costing opportunity too.
Today we're talking with Brad Lazarus. I met Brad more than five years ago when he was one of the people at the very first Breakthrough Blueprint event I did in London.
Today Brad owns a property investment company in the UK and we had a
really great discussion about Real Estate, and the psychology behind what's going on in the minds of people who have a problem and need to sell a house. Specifically investors, or those who own investment properties which is Brad’s target market.
You'll notice in this conversation we started out going into a very specific target audience, crafting a solution specifically for those people. But then, when we took a minute to back up and look at the higher level, macro view of the business to see what's actually going on, where the transaction is taking place, and what Brad's role in that transaction is, we came upon a really elegant and much broader opportunity for what he's doing.
Sometimes taking a moment to look one ring out, a level up from the micro focus of the specific problem you're trying to solve, can reveal an even bigger opportunity, and create an opportunity for even more people.
I think you'll really enjoy this episode. It seemed to go by really fast.
Links:
BreakthroughDNA.com/Live
GoliathPropertySolutions.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome back to the More Cheese Less Whiskers podcast. Today we have a great episode as I talk with Bill Bloom.
Bill is a financial advisor who also happens to be a yachter. He’s written a book called The Yachter's Guide to Early Retirement. It’s very exciting because he's figured out now a way to get people to raise their hand. He has the perfect Profit Activator 2 asset to make invisible prospects, visible. Something that gets people to raise their hands.
We picked up the conversation talking about the next stage. Now he's done that, what does he need to do for Profit Activator 3. How can we maximize the relationship with the people who have raised their hand?
We need to connect with them to find out who are the five star prospects within that group. We need to figure out the best way we can help these people and how to best articulate the offers we'll use in Profit Activator 4 to deliver them to the During unit, creating a dream come true experience.
We spent the whole hour talking about this one conversion process, moving people from raising their hand, to taking action.
It's going to be a nice deep dive for you on converting leads. If that's the situation that you're in, I think you're really going to enjoy it.
Links:
EmailMastery.com
90MinuteBooks.com
Welcome to the morecheeselesswhiskers.com podcast. My name is Dean Jackson and today we're talking with Kurt Nielsen, a Mortgage Broker in Clackamas, Oregon, near Portland. Kurt's been in business for several years. He works with his wife who's a real estate agent, and we've been working together for many years.
Real Estate is one of my favorite things to talk about. I have so much experience in the real estate world, it's the perfect way to illustrate the More Cheese Less Whiskers principles we talk about and demonstrate how the 8 Profit Activators, the before, during, and after units all work together.
There are so many specific implementations of the 8 Profit Activators in the real estate and mortgage industry and today we're going to work across them all, from identifying a target audience all the way through to converting those people into clients.
Links:cl
GoGoAgent.com
GoGoClients.com
EmailMastery.com
90MinuteBooks.com
You are in for a treat as I’m talking to one of my favorite people in the world. I've been having this specific conversation with Robin Estevez for a number of years because I'm fascinated by the opportunities in the grocery business and today you get to listen in.
Robin and his family own a chain of 10 grocery stores in the New York, New Jersey area and he's grown up in the grocery business his entire life. He has a passion to server the local community and he’s very interested in treating their neighbors like neighbors.
We've had some amazing conversations about overlaying the 8-Profit Activators, and specifically, all the opportunity in the after unit on top of an existing grocery business like this.
You'll notice we spent the entire hour just talking about the possibilities in the after unit. All the metrics that we talked about, the kind of meta approach to looking at the big picture of the after unit, looking how high is high, and all this is all transferable for you.
I think you're going to find this a fascinating real conversation about what’s possible when you take an advocacy approach to your relationship with your after unit and the people that know you, like you and trust you.
Links:
ProfitActivatorScore.com
Be A Guest
Welcome to the More Cheese, Less Whiskers podcast. Today we have another great show as I talk with Paul Kang from all the way around the globe in Korea where he’s in charge of marketing and helping to grow the international school in Busan.
What’s really interesting in this episode, is going through the process of identifying where the opportunity is. What will ‘make the boat go faster’. Paul’s school is specifically for people being relocated or coming to Korea for a short period of time, maybe a couple of years, who want to educate their kids in an international school. These are truly invisible prospects, and the real opportunity lies in identifying those people ahead of time.
We get right down to defining how the before unit might apply here and put ourselves in the mind of a person who has just discovered they're going to Korea. What would they do?
I suggested one of the first things anyone with children (our target audience) would do is to start searching 'Korean international school'… so we hatched a great evil scheme to be the best result for people searching those words. They're not familiar with Korea, they don't know what's going on, they don't know what to do. They want the best for their kids and they're searching their options.
We talked a lot about not convincing people, but using the power of what they're already searching for to compel them to raise their hand and identify themselves. Understanding the job-of-work at this stage, Profit Activator #2, is to make invisible prospects visible. Educating and motivating them to take action comes next.
You're really going to enjoy this episode, especially if you are dealing with invisible prospects.
Links
ProfitActivatorScore.com
EmailMastery.com
90MinuteBooks.com
Busan International School
Hello and welcome to the More Cheese, Less Whiskers podcast. My name is Dean Jackson, and today we revisit an old friend from our BreakthroughDNA program, Tom Halliburton.
Tom's in Edinburgh, Scotland, and he works with restaurant owners to help them increase their business. We had a great discussion about birthday programs and the psychology you have to get restaurant owners to buy into as you move them away from the typical marketing approaches to the far more effective thought of being compelling rather than convincing. Essentially the whole idea of More Cheese, Less Whiskers.
I've had a lot of experience experimenting with different offers around birthdays in restaurants, so I shared many of these stories and the psychology behind them with Tom and we had a really great game plan that came together throughout the call.
So enjoy this episode and if you know any restaurant owners, encourage them to listen to this episode so they can experience some of the great results too.
Links:
ProfitActivatorScore.com
BreakthroughDNA.com
Transcript & Shownotes
Welcome to the MoreCheeseLessWhiskers podcast. My name is Dean Jackson. Today we have a very interesting episode. It’s the first time we've had two guests on the show.
Andres Aras and Ronin Wu are two married guys who help ‘nice guys’ meet, date and potentially marry by developing quality relationships. They take a slightly different approach and help the guys develop skills, becoming the kind of guy the women they are looking to attract want to meet.
So far they've been focusing on boot camps to help people learn their approach but today we talked a lot about how to really focus on getting the result for people. Potentially creating something that could be 10 times more valuable to both them and their clients.
I think you're going to learn a lot from this episode about really focusing on your ability to get results and letting the marketing be driven from that.
Enjoy this episode.
Links:
EmailMastery.com
ProfitActivatorScore.com
BreakthroughDNA.com
Welcome to the More Cheese, Less Whiskers podcast. My name is Dean Jackson, and oh boy, are you in for a treat today because I'm talking to my friend, Jimmy Harding, the Ragin' Cajun.
I've known Jimmy for several years now. He came to the first I Love Marketing conference, then to a Breakthrough Blueprint event and he really took to this idea of results in advance.
He took the question, "What would you do if you only got paid when your client gets a result?" to heart and built his whole organization around being able to make that offer. Understanding that sometimes it's less expensive to get the result for your client than it is to convince them to give you money to get the result.
We had a great conversation, and you're really going to learn a lot from the mindset of "What would you do if you only got paid when your client gets a result?".
Links:
90MinuteBooks.com
ProfitActivatorScore.com
BreakthroughDNA.com
Welcome to the More Cheese Less Whiskers podcast.
Today, we have a really great episode for you. I talked with Michelle Ciavola who has, what for a lot of people might be a dream job. She is the Marketing Director for a thriving and growing dental practice just outside of Atlanta.
She has some great things going on and we talked about a broad range of ‘evil schemes’ on this episode. We got to look at overlaying the 8-Profit Activators, the before, during and after unit, with the metrics she tracks driving each of those units. There's so much opportunity when you have something already in motion, something that's working. When you add a nice after unit to draw from, the opportunities multiply even further.
It all starts with knowledge.
When you overlay metrics on top of what you're already doing, the opportunities to accelerate your business, no matter what your business is, are universally present in the 8-Profit Activators. They're there whether you're acknowledging, or measuring, or tracking already and overlaying them on what happened in the last 12 months can direct you in the future.
I think you're really going to enjoy this episode. There is something for everyone as we cover it all, before unit strategies, during unit strategies, and after unit strategies.
Links:
www.ProfitActivatorScore.com
www.LakeOconeeDental.com
Hello and welcome to the More Cheese Less Whiskers podcast. Today I'm talking to Aaron Hinde. He has built a pretty amazing company.
I often talk about the idea of profit activator one, selecting a single target market, and one of the examples I talk about in the BreakthroughDNA book is a company that does bottle photography at a website called weshootbottles.com. They also have a sister website where they shoot cans, called weshootcans.com. I always thought it’s an interesting way to segment your market and Aaron and his company have done exactly that. They’ve taken the beverage category and created specialize beverages.
They started with a drink called GolfAid and now have FitAid, PartyAid. In fact whatever your beverage need for ‘aid’ is, they've got a specific drink for you and have built a really big organization doing it.
I remember when Arron was just getting started and had all these opportunities. After talking with some of us at a 25K meeting, his first job was to focus on one of the beverages, to go all the way and build the foundation of one strong product line. From that, they've been able to expand across multiple single target markets. Remember, it’s ‘Select ONE target market (at a time)’.
We had a great conversation, a great time to catch up and hatch new evil schemes for them. There is nothing but big things happening in their beverage world.
I’ve you’ve ever been concerned about narrowing your focus, I think you'll really enjoy this episode.
Links:
BreakthroughDNA.com/live
ProfitActivatorScore.com
EmailMastery.com
90MinuteBooks.com
LifeAidbevco.com
Welcome to another episode of the More Cheese Less Whiskers Podcast. My name's Dean Jackson and this is a very exciting episode. I think you're in for a treat as you listen in as I talk with Brian Mertins.
Brian has a very unique set of skills that I had never heard of before. He has several products in the nature market including How to Read the Secrets of a Forest and Awaken Your Naturalist Intelligence and Bird Language Blueprint. Both products he developed to help people tune in to nature and started from a passion about bird language and what we can understand from bird calls.
We spent a great amount of time trying to hone in on who his actual audience is, the people he's really speaking with. We Then crafted an email to send to his audience live on the show. Live while we were on the call having the conversation.
I think you're really going to enjoy this exploration of target audiences, their passions, what drives people and their motivators. Especially the ending where we send a live message to his audience with a very specific offer.
Links:
BreakthroughDNA.com/live
ProfitActivatorScore.com
EmailMastery.com
90MinuteBooks.com
Nature-Mentor.com
Welcome back to the More Cheese, Less Whiskers podcast. My name is Dean Jackson and today we're going to be talking with Mark Gray.
Mark is one of the Double Vision Fitness twins who own five personal training gyms outside of London in the UK. They have impressed me over the four years I've known them by being disciplined executors. They have conscientiously applied the Breakthrough Blueprint principles, and the 8-Profit Activators as an operating system.
We had a really great, in depth conversation about each of the Profit Activators and dove deep into some of the metrics that help identify where the opportunities are. It's really interesting to me that they started out with a very narrow target market but as their experience and capabilities have developed, they are appealing to a much broader target audience.
You'll see how we bring that around here in the conversation as we looking at the opportunity to just get people started, coming into the gym. The opportunity to get people coming in and starting a trial where they can get all set-up, get themselves assessed, get on a workout plan and then continue on in perpetuity.
They've got really great retention, once people get going, so we mostly spent a lot of time brainstorming how to get more people to take that first step.
You can imagine that my recommendation was more cheese, less whiskers!
I think you're going to enjoy this episode.
Links:
BreakthroughDNA.com/live
ProfitActivatorScore.com
DVCC (Double Vision Fitness)
Welcome to the More Cheese Less Whiskers podcast. My name is Dean Jackson and today I'm talking with Dave DePula.
We first met over 20 years ago now in Boston, at a ‘main event’, a real estate conference I did for many, many years. He now has a new golf product that makes it easy for people who are frustrated with their golf swing to really let go of all of the mechanics and the drudgery in learning a new mechanical golf swing and helps them get the natural sensation of what it really is to just naturally have a swing they don't even think about.
He has something that creates a result for people and we spent the first part of the call defining exactly what that result is, defining who he is able to get this result for, and then we really talked about how to create what I call the scale ready algorithm to connect all the dots in the before unit and get to a point where he's able to get in front of his ideal target audience, compel them to raise their hand, educate, and motivate them before making an offer that compels or convinces them that this is the thing to help them.
We had a great conversation. There is a lot of psychology in this episode that's applicable to any business launching or promoting something into a marketplace.
I think you're really going to enjoy this episode.
MoreCheeseLessWhiskers.com
Today, we’re going to be talking with Idan Waller the top direct response copywriter in Israel. We had a great conversation. There is quite a budding community of internet marketers coming out of Israel right now and Idan's goal is to be the number one provider of online training for people who want to get into internet marketing and online businesses. He's made a great strides towards that. He has a nice course he created that’s helped people get incredible results and lead to a successful launch. But the question that he had was how can he take that success from a launch and go away from the stress of doing a launch model and into something that’s more of an evergreen model?
We talked about how to get the same benefit of the scarcity of a launch model but do it in a way that he can recreate every single month.
I think you'll find we had a really rich and deep conversation about the philosophy and the way to approach his goal of becoming the leading place for online education around internet marketing in Israel.
I really enjoyed this conversation. I hope you do too.
Links:
MoreCheeseLessWhiskers.com
BreakthroughDNA.com
EmailMastery.com
90MinuteBooks.com
Welcome to the More Cheese Less Whiskers Podcast. Today, we're going to be speaking with Andrew Hazelton from Demand.Film.
This is a fascinating conversation because Andrew has spent a lot of time building a method and a way of distributing films for independent filmmakers through hosting, finding people to host screenings and making it zero risk for a filmmaker to get their film out.
We spent a lot of time talking about the logistics of how this works and the capability that creates which spurred a whole conversation about how this capability could be a completely enhanced business model where if you have a message to get out to people, this could be the perfect distribution method.
It's fascinating to learn about different businesses and how different industries work and you can hear understanding develop in the beginning. As the conversation went on, we started thinking and my mind started turning with the potential here? How could we think outside the box here and use this capability, not just to sell $10 movie tickets, but to gather an audience that would be ready to buy more expensive thins or engage further? At the very end, we developed a completely different thought that could enhance the opportunity in a big way so lots of exciting things came out of this.
This will be a mind-expanding episode more than a specific ‘apply this strategy’ episode, but to hear the way to think about things like this, about historical things like the way Procter & Gamble would create content to gather an audience, it simulates some really great thoughts.
I think you're going to enjoy this episode. I really had a great time exploring all these.
90MinuteBooks.com
Demand.Film
Welcome to the More Cheese Less Whiskers podcast, my name is Dean Jackson, and today I have a guest, Malton Schexneider. Malton is in Louisville, Kentucky, and he and a Doctor there have been having tremendous success helping people with chronic back and knee pain and he has some great, great opportunities in his business.
We spent the entire hour talking and we touched on every single profit activator. He already has a winning system that will turn people who are invisible, remember back pain candidates are people that are invisible prospect that we talk about, he has a system that will get them to come to a workshop, bring them into his office, sign them up as patients for treatment and get tremendous success.
We talked about how to multiply the results he's getting in his before unit, and I think you're really going to enjoy and get a lot out of this episode. Especially, if you're dealing with a prospect who is invisible.
More Cheese Less Whiskers
ProfitActivatorScore.com
90-Minute Books
Today we're talking with Chad Lowe. Chad is a tax specialist helping companies that do R&D get tax credits from the federal government. This money that's available to them, but in most cases, they probably don't even know about it.
Listen in as we discuss how to bridge the gap from someone being entitled to something they don't know exists, how to get them to raise their hand so they are engaged in a conversation about it, and then how to present the cookies that will move them into having Chad help them get this money they're entitled to.
All in a way that doesn't convince people in the beginning but compels them to raise their hand so we can conversationally work them through the idea of taking action to get something that they want.
There are lots of applications here. If you're in a situation where there's something you can help someone do where if we take just one step back and only talk about the cheese, the benefit, without talking about the mechanics or the logistics, you'll find it's much easier to get people to raise their hands.
We have some really great evil schemes in this episode, I think you're going to enjoy it.
MoreCheeseLessWhiskers.com
EmailMastery.com
This week I have my good friend Lane Bowers, who lives here in Winter Haven, Florida. We always have the greatest fun. He's got a super business. He's one of the top barefoot water ski instructors in the world, and he has a ski school here in Winter Haven. He also has all kinds of boating and barefooting equipment for his site, TheFootersEdge.com. We've had so much fun over the years and if you remember, we had a campaign selling Lane's instructional DVD that was a little bit outside of the box.
We're going to talk a little bit about that, go down memory lane, but the purpose of today is to hatch an evil scheme for a Christmas promotion that I've had for years. We've used it once before, but I want to get this out into your hands before Christmas, so that if you have a local business or a business that you have something that someone might be able to give or receive for Christmas, I think you're really going to enjoy this episode.
I'd love to hear from you, because I'd love to see all the different ways that we can implement this strategy. If you have a business that this would fit for, or you'd like to brainstorm a promotion like this, send me an e-mail to Dean@DeanJackson.com, and put "Christmas" in the subject line. It would be great to get a lot of different people trying something like this idea for this Christmas season.
Enjoy this episode, and then let me know if you'd like to do something like this for your business.
Welcome to More Cheese Less Whiskers Podcast. My name is Dean Jackson and this week I'm very excited. I just had an amazing conversation with my friend Nicholas Kusmich.
Now Nicholas is a bonafide Facebook expert. I mean he's at the top of the game. We spent a very long time on the phone. Normally, when we do a More Cheese Less Whiskers episode, it's with the intention of hatching evil schemes for the guest. We did a little bit of that, but very cleverly what I was able to do is turn it into an almost two-hour consultation for me to hatch some evil schemes for how I could get all the knowledge that Nicholas has about running Facebook ads, taking his knowledge and applying it to the Email Mastery program that I'm currently running a case study group with, but with a view to opening that up to everybody in the New Year and Facebook is a big pillar of that.
I got some incredible advice, some incredible insight and I had an amazing time talking with Nicholas here. You'll see we had some little surprises at the end too.
I think we created a really great resource for you if you're at all curious about running Facebook ads and how that could apply to your business. Enjoy this episode. Grab a cup of coffee first because you're going to need to be fully caffeinated. That's a little bit of a long one.
Links:
The 90-Minute Book
Email Mastery Book
Nicholas's Book (created from this episode - coming soon)
NicholasKusmich.com
2-day Facebook Intensive
Facebook Marketing Mastery Facebook Group
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Hello and welcome to the More Cheese Less Whiskers podcast. My name is Dean Jackson and today we have a great episode with Peter Van Stratton.
Peter is a exterior cleaner in Vancouver, Canada. He has a really cool opportunity in that he's been using a lot of the marketing ideas we talk about, a lot of the ideas using direct response and thinking about a before unit to generate new business. He's been using some direct mail strategies with compelling offers to start a relationship with him and he's figured out something that a lot of exterior cleaners have not figured out. We had a great opportunity to talk about how to take that knowledge, leverage it, and maybe introduce it to other exterior cleaners, or take that information and create a new opportunity for him to be the before unit for other exterior cleaners, or even create a whole franchise around it.
This is a great episode that's going to be appealing to you if you've figured out something in your business and you've ever wondered, "I wonder if I could," or, "How I could license this or package this or sell this to other people in my same industry?" It's something I call syndication. It's been one of my biggest winning formulas.
In fact, everything that I've done in the real estate world has followed that model. I started out as a real estate agent, packaged up the things that I was doing to generate new business and started licensing it and teaching it to other real estate agents. It's the same model that Joe Polish used as a carpet cleaner, figuring out marketing for his carpet cleaning business, packaging it up, and teaching it to other carpet cleaners. It's a winning formula.
If you have a business where there are lots of other people all over North America or all over the world in the same business you may have the same opportunity to leverage what you know.
Links:
WashMeCleaning.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese Less Whiskers podcast and today I'm talking with Steve Cunningham from ReadItFor.Me.
Steve & I met about 5 years ago when ReadItFor.Me did a beautiful video summary of the breakthrough DNA book, and they have a pretty cool concept. They take the world leading business, marketing & leadership books and summarize them into a short, easy to consume video and text.
I really love this concept because it's such a high leverage way to learn and to get the gist, the essence of all of the books, to know which ones you want to dive into deeper. He has a great concept.
We talked a lot about how to get the word out about the idea. We hatched some evil schemes on how to promote a new program they have where you can get a lifetime subscription. They've been offering for years as a monthly subscription or an annual subscription, and now they have shifted, where the whole thing now is about creating a movement, creating a world full of people who are leading and learning.
I think you're going to really enjoy the process we go through to hatch these evil schemes and if you'd like to check out Read It For Me, you can go to Readitfor.me/morecheese, where you'll find a special offer for a lifetime subscription.
I love this concept. I would love to see you join this program and become a part of the movement.
Welcome to the More Cheese Less Whiskers podcast and today I'm pretty excited. We've got a great guest in Bill Macintosh who's from Saint-Tropez, France of all places.
He is selling super high-end luxury homes with sea views all over the French Riviera, and we had a great conversation. Of course, real estate is one of my favorite things to talk about and we're able to hatch some evil schemes for Bill to really narrow in on a very specific segment of that market and you'll hear that as we talk you start to understand the value of narrowing things down, of getting into a situation where you've narrowed to a single target market and that's going to make it easy for us to identify those people.
In real estate, the great thing that Bill has going for him is he has a chance to be what I call a market maker, where he can not only find people who are looking for homes in Saint-Tropez, but he can also find people who are looking to sell their home in Saint-Tropez and that makes things pretty exciting when you are a marketer.
Enjoy this episode.
Links:
Breakthroughdna.com
Welcome to the November update call.
I'm excited to share the latest from the Evil Scheme Hatchery here in Florida. Listen in for the all the updates on what's working today & the resources you need to take your business to the next level.
Welcome to the More Cheese, Less Whiskers Podcast. Today we have a really interesting podcast for you in a lot of different ways.
Today I'm talking with Harry Massey and Harry does something that you've probably never heard of or thought about in your life. Harry has a company that helps people increase their energy and increase their well being with something called infoceuticals. Now, I've never heard that term either so we spent a long time trying to get to the bottom of how infoceuticals work, for me to understand it a little bit, and then how to do you convey something that somebody has never heard of.
That's where the convincing part of the 8-Profit Activators come in. When you've got something that requires some education, you'll see we're concerned about how do we compel people to raise their hand so that we can have the conversation that introduces the idea, a brand new idea, to them in a way that's compelling and convincing that they would want to try something.
This episode goes a little bit longer than most of the episodes, but you'll see why. I'll share some examples of other kind of parallels to Harry's challenge of why it's important to just get the conversation started with the right people, how to narrow your focus to the right people or enough people that you can have a meaningful dialog with and then learn from those interactions to something you could scale to the rest of the world.
If you have something that can help everybody everywhere, which is kind of where we started this conversation, you'll see that sometimes the best way to approach it is to start with some artificial constraints that will produce a more manageable environment for you.
I think you're really going to enjoy this episode in thinking through how this could work for your business.
I would recommend as a supplement to this episode, you listen to the episode on I love marketing that Joe Polish and I did with Damon John on the power of broke, because we talk about this local scaling up there too. It's a nice supplement to this episode.
Links:
ILM234: Damon John
NESHealth.com
90MinuteBook.com
Want to be a guest on the show? Simply follow the 'Be a Guest' link & I'll be in touch.
Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...
Welcome to the More Cheese Less Whiskers Podcast. Today we're going to be hatching some evil schemes with Craig Olson. Craig is a rare book dealer in Maine and I was opening up the call with him I kind of felt like I should be hearing some Masterpiece Theatre music in the background and be in a wood panelled library in a smoking jacket preparing for this episode.
Craig has a really cool business that serves a very niche market. We talked a lot about target markets. We talked about the opportunities that he has in the way he communicates with his group of 1900 email subscribers and the opportunity he has in ramping up the communication with those people.
We also talked about some of concepts we've used very successfully with email using a super signature in the email he sends out, giving people an inside look into what it's like to actually be a rare and antique book dealer.
He's got a pretty neat business. I'm excited to let you hear how we hatch some evil schemes for him today.
This week, I've got something that I'd love for you to hear. I remember about two or three years ago, three years ago now, I was running full-page ads in Success Magazine telling about the amazing nine-word email that revives dead leads. I was experimenting with a new approach to engaging with people who would respond to the ad, and it was really interesting because people who responded would call it an article. I've posted the article below so you can see what I was doing, but the amazing thing was we ran that ad for several months and averaged a 68% opt in on the landing page. This was cold traffic from a magazine ad and what was even more amazing was that we would get over 40% engagement once people responded and left their name and their email address.
I used a very simple sequence to engage with people who had requested the Email Mastery book. After they received a copy I would invite people to get together with me on the phone to brainstorm some nine-word emails and subject lines. We would have group calls just like the very first one I'm going to play for you here. You can see the landing page atemailmastery.com so you can kind of reverse-engineer the process here to see how it works.
What was amazing to me was to hear people who I've never met before coming on and sharing the results they were getting with a nine-word email they read about in my article in Success Magazine. There's lots of lessons to deconstruct here I want you to hear this because I'm going to deconstruct the process and share with you exactly how you can apply this to your business.
I'm very excited today because in this episode, we get to talk to Jesse Desjardins.
I have a great relationship with Jesse. He has worked with me for several years and then he's gone on to become a big deal and one of the top ten influential people in travel. He's head of social media for Tourism Australia He runs the Tourism Australia Facebook page, and has turned them into the number one travel destination in the world. He has incredible experience in working on the social media side of a destination, like Australia, but he's also got a passion for local, independent hoteliers.
We got to spend this episode talking about, and hatching some evil schemes for how independent hoteliers can apply the 8 Profit Activators to their before unit, their during unit and their after unit.
I think you're going to get a lot out of this episode, and this hospitality mindset really fits for any business, not just hoteliers, so I think you're going to get a lot of things that you can apply to your own business through this. Enjoy this episode.
This is Dean Jackson, welcome to the More Cheese, Less Whiskers podcast. I've got a great episode for you today. I spoke with Matt Mason. Matt had been doing some nine-word emails approaching a new audience that he was trying to build a relationship with. One of the things that people always bring up to me especially when they're trying to approach new businesses, using a nine-word email as a cold email approach is that they run into problems or friction when they, as they call it, 'reveal their whiskers'.
When they make the switch they feel like they're tricking people into thinking that they're going to be bringing in new business. We had a really great conversation to set the tone of that and the bottom line is you've got to be in the business of getting results for people, and you've got to be so confident about your ability to get those results that you're willing or have evidence that shows that it's a sure thing. That gives you the confidence to make a better offer. I always ask, what would you do if you only got paid if your client gets their result?
This was a really great conversation. We talked about hearing aid specialists and we talked about pharmacists, and how to approach them with something that's really going to save them a lot of time. Enjoy this episode. You're going to get a lot out of this one.
Welcome to the More Cheese, Less Whiskers podcast. In today's episode I'm going to go through the 8 Profit Activator Scorecard with you.
>> Begin Your Scorecard <<
This is a good point in this podcast series for you to assess where you are in your business with applying the 8 Profit Activators. I have a scorecard ready for you where you can go to find yourself on a matrix that lays out the mindsets around the 8 Profit Activators in addition to downloading a copy of the Profit Activator Scorecard book and the Breakthrough DNA book where we really explain how to apply the 8 Profit Activators to your business.
I've been using this scorecard at the Breakthrough Blueprint events for the past 9 months. Immediately what I find is that when people create their score, they end up having a sense of peace knowing where they lie in all of the Profit Activator elements we talk about and where the biggest opportunities are.
I think you'll find it eye-opening as you've been listening to a lot of episodes where this is exactly what we're applying. I encourage you to complete your scorecard below and enjoy this episode.
When you complete your scorecard, you can download the results and follow along with this episode. It will help amplify the questions and how you can assess where you stand with each of the 8 Profit Activators right now.
Enjoy this episode, and I will see you on the other side.
Welcome to the More Cheese, Less Whiskers podcast where we spend a full hour hatching evil schemes and applying the eight profit activators to one specific business. It could be your business. Today I have a guest, Joel Johnson, who I've known for a few years now. Joel has been to a Breakthrough Blueprint Event. We've done some work together and we got a great opportunity to catch up looking at his before unit that's already really working well. We were able to hatch some evil schemes to increase the retention, the value of the asset that he has of all of the leads that he's generated. All of the prospects that he has that have not yet converted into clients. That's one of the greatest assets that any business has.
We had a really great discussion about that. We also talked about the after unit and measuring return on relationship. Neither of these concepts were new to Joel but you'll see in our conversation that this deepening process, even with what he is applying, there's lots of room to apply the deeper principals that we talk about and improve the numbers. It all comes down to knowing what your numbers are. Knowing the metrics and dividing things into a before unit, a during unit and an after unit. I think you're going to get a lot out of this episode and if you'd like to be on the show so we can hatch evil schemes for you, go to morecheeselesswhiskers.com and click on the link that says be a guest. Enjoy this episode.
Welcome to The More Cheese, the Less Whiskers podcast. This week we have a very exciting episode. We have best-selling author Jamie Smart. Jamie is the author of the books "Clarity" and "The Little Book of Clarity". He also has a new book coming out in about eight weeks and it's called "Results, Think Less, Achieve More".
One of the things that Jamie's really known for is writing very insightful books - when I say insightful, meaning there's no practice, there's no effort required for you to make a change. Once you read the book, you get the insight. Change is immediate and inevitable. I love that kind of thing about the way Jamie writes, but he's got a really cool opportunity with the largest bookseller in the UK for some special placement in their travel-related book stores in the airports and train stations and motorway stores.
We are going to spend some time today brainstorming how to maximize this opportunity. We start out with how to convert as many of the people as you can who are in the store and pick up the book, to actually buy the book, and then work backward from there.
You'll see the over-riding strategy in how we look at this, how we select that target audience and apply it to a Profit Activator. We had a really great discussion. Lots of great ideas came out of it, and I think we'll see how they can apply to any business. A way of thinking and insight about how you apply the Profit Activators to your business. Enjoy the episode.
This week, I have a very special episode for us, it's the very first time I spoke about the concept of More Cheese, Less Whiskers back on episode 24 of the I Love Marketing podcast.
This episode will give you a great foundation of the ideas behind the More Cheese, Less Whiskers method we go through each week here on the show. I think you'll get a lot out of listening as we explain and introduce the concept that I'd been working on for quite some time before I actually spoke about it.
This week, we've got a really great episode. I spent some time with Mike Russell, who has a business that turns dentists' waiting lounges into an opportunity in the during unit where, on average, people are waiting for about 8 minutes.
Mike's team have a really great system that play videos that rather than overtly-selling are educational. We talk in Profit Activator 3 about educating and motivating, and this is one opportunity to guide customers to the next step.
Now, it's a relatively new adventure for him and one of the things we talked about is how do you get the word out about something that's new. One of the ideas, building on last weeks episode, is to create a pilot program and document the results so it's easy for the dentist to see the impact of using these videos in their waiting lounges.
I'm pretty excited about this episode. I think you'll enjoy it. Here we go.
This week I'm talking with Matt Sellhorst. Matt helps boat dealers make more money and this is a great show demonstrating how the 8-Profit Activators apply to any brokerage business where you are looking to match buyers to sellers as well as finding sellers for buyers.
You'll hear a great 'lightbulb' moment for Matt as he starts to think in terms of 'What if I only got paid when my clients make money'. It's a change in mindset you'll hear a lot across the shows and can be a breakthrough mindset change for you too...
I'm excited about today's episode. I had a great conversation with Coran Woodmass, a business broker with a very specific type of business modeled after one of the principles we talk about in the 8-Profit Activators.
This is exactly the type of conversation I love having on More Cheese Less Whiskers and we were able to hatch some pretty amazing schemes that are going to make a big difference to Coran’s business.
This week I'm talking with my good friend Kenny MacCarthy. The conversation turned into a really great example of how the first 4 profit activators (the Before unit) can work together in harmony to create exceptional results in an automated, predictable way.
This week I'm talking with long time I Love Marketing listener & seafood legend Jeff Moore but rather than focus on what Jeffs doing, we're looking at his wife Doreen's business.
This is a fantastic episode diving deep into the difference between convincing & compelling.
This week I'm talking with Dan Sullivan, founder of Strategic Coach. Dan and I record The Joy of Procrastination podcast together and in the first episode the perfect opportunity presented itself. Join me as we talk for an hour about marketing and fill Dan's upcoming event...
To get the transcript or if you want to be a guest on the show? Head over to MoreCheeseLessWhiskers.com & follow the 'Be a Guest' link.
This week I'm talking with immigration lawyer Jim Hacking. We started off expecting to find some new Profit Activator 2 audiences, but ended up uncovering a great opportunity to dominate his after unit...
Want to be a guest on the show? Head over to morecheeselesswhiskers.com & follow the 'Be a Guest' link.