More Cheese Less Whiskers

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

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 narro

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

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 fami

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 ar

  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

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

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, tur

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 lon

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

  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 busin

  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: 1. I introduce Steve Light,

  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 in

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:  1. Carlos, shares his journey from an investment banker to a successful sales trainer, discussing the advantages of a northern English acc

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 techn

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: 1. 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

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 1. 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. 2. Eric emphasizes that the size of an email list is not as important as who you're reach

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 1. The episode features a deep-dive conversation with upcoming wrestling talent, Blake Steele, pro

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 sol

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 1. 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. 2. Unsplash, with its large community of free photography and more distribution than Getty, iStock, and Adobe Stock combined, provided the