Welcome to More Cheese Less Whiskers Podcast. My name is Dean Jackson and this week I'm very excited. I just had an amazing conversation with my friend Nicholas Kusmich. 

Now Nicholas is a bonafide Facebook expert. I mean he's at the top of the game. We spent a very long time on the phone. Normally, when we do a More Cheese Less Whiskers episode, it's with the intention of hatching evil schemes for the guest. We did a little bit of that, but very cleverly what I was able to do is turn it into an almost two-hour consultation for me to hatch some evil schemes for how I could get all the knowledge that Nicholas has about running Facebook ads, taking his knowledge and applying it to the Email Mastery program that I'm currently running a case study group with, but with a view to opening that up to everybody in the New Year and Facebook is a big pillar of that.

I got some incredible advice, some incredible insight and I had an amazing time talking with Nicholas here. You'll see we had some little surprises at the end too. 

I think we created a really great resource for you if you're at all curious about running Facebook ads and how that could apply to your business. Enjoy this episode. Grab a cup of coffee first because you're going to need to be fully caffeinated. That's a little bit of a long one.

Hello and welcome to the More Cheese Less Whiskers podcast. My name is Dean Jackson and today we have a great episode with Peter Van Stratton. 

Peter is a exterior cleaner in Vancouver, Canada. He has a really cool opportunity in that he's been using a lot of the marketing ideas we talk about, a lot of the ideas using direct response and thinking about a before unit to generate new business. He's been using some direct mail strategies with compelling offers to start a relationship with him and he's figured out something that a lot of exterior cleaners have not figured out. We had a great opportunity to talk about how to take that knowledge, leverage it, and maybe introduce it to other exterior cleaners, or take that information and create a new opportunity for him to be the before unit for other exterior cleaners, or even create a whole franchise around it.

This is a great episode that's going to be appealing to you if you've figured out something in your business and you've ever wondered, "I wonder if I could," or, "How I could license this or package this or sell this to other people in my same industry?" It's something I call syndication. It's been one of my biggest winning formulas.

In fact, everything that I've done in the real estate world has followed that model. I started out as a real estate agent, packaged up the things that I was doing to generate new business and started licensing it and teaching it to other real estate agents. It's the same model that Joe Polish used as a carpet cleaner, figuring out marketing for his carpet cleaning business, packaging it up, and teaching it to other carpet cleaners. It's a winning formula.

If you have a business where there are lots of other people all over North America or all over the world in the same business you may have the same opportunity to leverage what you know.

Welcome to the More Cheese Less Whiskers podcast and today I'm talking with Steve Cunningham from ReadItFor.Me.

Steve & I met about 5 years ago when ReadItFor.Me did a beautiful video summary of the breakthrough DNA book, and they have a pretty cool concept. They take the world leading business, marketing & leadership books and summarize them into a short, easy to consume video and text.

I really love this concept because it's such a high leverage way to learn and to get the gist, the essence of all of the books, to know which ones you want to dive into deeper. He has a great concept.

We talked a lot about how to get the word out about the idea. We hatched some evil schemes on how to promote a new program they have where you can get a lifetime subscription. They've been offering for years as a monthly subscription or an annual subscription, and now they have shifted, where the whole thing now is about creating a movement, creating a world full of people who are leading and learning.

I think you're going to really enjoy the process we go through to hatch these evil schemes and if you'd like to check out Read It For Me, you can go to Readitfor.me/morecheese, where you'll find a special offer for a lifetime subscription.

I love this concept. I would love to see you join this program and become a part of the movement.

Welcome to the More Cheese Less Whiskers podcast and today I'm pretty excited. We've got a great guest in Bill Macintosh who's from Saint-Tropez, France of all places.

He is selling super high-end luxury homes with sea views all over the French Riviera, and we had a great conversation. Of course, real estate is one of my favorite things to talk about and we're able to hatch some evil schemes for Bill to really narrow in on a very specific segment of that market and you'll hear that as we talk you start to understand the value of narrowing things down, of getting into a situation where you've narrowed to a single target market and that's going to make it easy for us to identify those people.

In real estate, the great thing that Bill has going for him is he has a chance to be what I call a market maker, where he can not only find people who are looking for homes in Saint-Tropez, but he can also find people who are looking to sell their home in Saint-Tropez and that makes things pretty exciting when you are a marketer. 

Enjoy this episode.

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.