More Cheese Less Whiskers

  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

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 1. 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. 2. They emphasize the impor

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