Ep026: Dave DePula

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 compels or convinces them that this is the thing to help them.

We had a great conversation. There is a lot of psychology in this episode that's applicable to any business launching or promoting something into a marketplace.

I think you're really going to enjoy this episode.

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Ep025: Idan Waller

Today, we’re going to be talking with Idan Waller the top direct response copywriter in Israel. We had a great conversation. There is quite a budding community of internet marketers coming out of Israel right now and Idan's goal is to be the number one provider of online training for people who want to get into internet marketing and online businesses. He's made a great strides towards that. He has a nice course he created that’s helped people get incredible results and lead to a successful launch. But the question that he had was how can he take that success from a launch and go away from the stress of doing a launch model and into something that’s more of an evergreen model?

We talked about how to get the same benefit of the scarcity of a launch model but do it in a way that he can recreate every single month.

I think you'll find we had a really rich and deep conversation about the philosophy and the way to approach his goal of becoming the leading place for online education around internet marketing in Israel.

I really enjoyed this conversation. I hope you do too.

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Ep024: Andrew Hazelton

Welcome to the More Cheese Less Whiskers Podcast. Today, we're going to be speaking with Andrew Hazelton from Demand.Film.

This is a fascinating conversation with Andrew who's spent a lot of time building a method and a way of distributing films for independent filmmakers by hosting and finding people to host screenings that make it zero risk for a filmmaker to get their film out.

We spent a lot of time talking about the logistics of how this works and the capability it creates which spurred a whole conversation about how this capability could be a completely enhanced business model. If you have a message to get out to people, this could be the perfect distribution method.

It's fascinating to learn about different businesses and how different industries work. You can hear my understanding develop in the beginning and as the conversation went on my mind started turning with the potential here? How could we think outside the box and use this capability, not just to sell $10 movie tickets, but to gather an audience that would be ready to buy more expensive things or engage further? At the very end, we developed a completely different thought that could enhance the opportunity in a big way so lots of exciting things came out of this.

This will be a mind-expanding episode more than a specific ‘apply this strategy’ episode, but to hear the way to think about things like this, about historical examples like the way Procter & Gamble would create content to gather an audience, it simulates some really great thoughts.

I think you're going to enjoy this episode. I really had a great time exploring all these.

Transcript & Links...

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Ep023: Malton Schexneider

Welcome to the More Cheese Less Whiskers podcast, my name is Dean Jackson, and today I have a guest, Malton Schexneider. Malton is in Louisville, Kentucky, and he and a Doctor there have been having tremendous success helping people with chronic back and knee pain and he has some great, great opportunities in his business.

We spent the entire hour talking and we touched on every single profit activator. He already has a winning system that will turn people who are invisible, remember back pain candidates are people that are invisible prospect that we talk about, he has a system that will get them to come to a workshop, bring them into his office, sign them up as patients for treatment and get tremendous success. 

We talked about how to multiply the results he's getting in his before unit, and I think you're really going to enjoy and get a lot out of this episode. Especially, if you're dealing with a prospect who is invisible.


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Ep022: Chad Lowe

Today we're talking with Chad Lowe. Chad is a tax specialist helping companies that do R&D get tax credits from the federal government. This money that's available to them, but in most cases, they probably don't even know about it.

Listen in as we discuss how to bridge the gap from someone being entitled to something they don't know exists, how to get them to raise their hand so they are engaged in a conversation about it, and then how to present the cookies that will move them into having Chad help them get this money they're entitled to.

All in a way that doesn't convince people in the beginning but compels them to raise their hand so we can conversationally work them through the idea of taking action to get something that they want.

There are lots of applications here. If you're in a situation where there's something you can help someone do where if we take just one step back and only talk about the cheese, the benefit, without talking about the mechanics or the logistics, you'll find it's much easier to get people to raise their hands.

We have some really great evil schemes in this episode, I think you're going to enjoy it.

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Ep021: Lane 'Dawg' Bowers

This week I have my good friend Lane Bowers, who lives here in Winter Haven, Florida. We always have the greatest fun. He's got a super business. He's one of the top barefoot water ski instructors in the world, and he has a ski school here in Winter Haven. He also has all kinds of boating and barefooting equipment for his site, TheFootersEdge.com. We've had so much fun over the years and if you remember, we had a campaign selling Lane's instructional DVD that was a little bit outside of the box.

We're going to talk a little bit about that, go down memory lane, but the purpose of today is to hatch an evil scheme for a Christmas promotion that I've had for years. We've used it once before, but I want to get this out into your hands before Christmas, so that if you have a local business or a business that you have something that someone might be able to give or receive for Christmas, I think you're really going to enjoy this episode.

I'd love to hear from you, because I'd love to see all the different ways that we can implement this strategy. If you have a business that this would fit for, or you'd like to brainstorm a promotion like this, send me an e-mail to Dean@DeanJackson.com, and put "Christmas" in the subject line. It would be great to get a lot of different people trying something like this idea for this Christmas season.

Enjoy this episode, and then let me know if you'd like to do something like this for your business.

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Ep020: Nicholas Kusmich

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.

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Ep019: Peter Van Straaten

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.

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Ep018: Steve Cunningham

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.

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Ep017: Bill McIntosh

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.

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