This is Dean Jackson. Welcome to the More Cheese, Less Whiskers November update. It's been 16 episodes now since we started our little experiment. I can't tell you how happy I am about the way things are going. It's been so fulfilling to get to spend time really diving deep into applying the profit activators to one business at a time. It was built out of my love on I Love Marketing, the Yellow Pages roulette episodes. Those were always the most popular episodes where people would get to hear how we think about applying the 8 profit activators to a business. I'd always thought what would make this really great is if we'd spend time on a real business with getting real feedback. I was able to make that come true just a little over 90 days ago. 16 episodes later, it's some of the most fulfilling podcasting that I've ever done.

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.

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 at emailmastery.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.

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 below 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.