More Cheese Less Whiskers

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 servi

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 ho

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 environme

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. Show Links: ProfitActivatorScore.com EmailMastery.com

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 attr

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 en

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, L

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 a

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 convers

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

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 g

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

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 ov

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 g

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 aud

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 t

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