More Cheese Less Whiskers

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

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 marke

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.     Show Links:To find out more about the small gro

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

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

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 bun

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

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

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.   Show Links:Show TranscriptGoGoAgent.comProfitActivatorScore.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

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 wa

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!   Show Links:Show Transcrip

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 w

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.   Show Links:Show TranscriptEmailMastery.com book Breakthrough DNA book 90-Minute Books     Want to be a guest on the show? Simply follow the 'Be a G

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.   Show Links:Show TranscriptEmailMastery.com book Join the Email Mastery Group: Email Me     Want to be a guest on the show? Simply follow the 'Be a Guest' link

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.     Show Links:Show TranscriptEmailMastery.com book Join the Email Mastery Group: Email Me     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 tal

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