Hello and welcome to the More Cheese, Less Whiskers podcast. My name is Dean Jackson, and today we revisit an old friend from our BreakthroughDNA program, Tom Haliburton.

Tom's in Edinburgh, Scotland, and he works with restaurant owners to help them increase their business. We had a great discussion about birthday programs and the psychology you have to get restaurant owners to buy into as you move them away from the typical marketing approaches to the far more effective though of being compelling rather than convincing. Essentially the whole idea of More Cheese, Less Whiskers.

I've had a lot of experience experimenting with different offers around birthdays in restaurants, so I shared many of these stories and the psychology behind them with Tom and we had a really great game plan that came together throughout the call.

So enjoy this episode and if you know any restaurant owners, encourage them to listen to this episode so they can experience some of the great results too.

Welcome to the MoreCheeseLessWhiskers podcast. My name is Dean Jackson. Today we have a very interesting episode. It’s the first time we've had two guests on the show.

Andres Aras and Ronin Wu are two married guys who help ‘nice guys’ meet, date and potentially marry by developing quality relationships. They take a slightly different approach and help the guys develop skills, becoming the kind of guy the women they are looking to attract want to meet.

So far they've been focusing on boot camps to help people learn their approach but today we talked a lot about how to really focus on getting the result for people. Potentially creating something that could be 10 times more valuable to both them and their clients.

I think you're going to learn a lot from this episode about really focusing on your ability to get results and letting the marketing be driven from that.

Enjoy this episode.

Welcome to the More Cheese, Less Whiskers podcast. My name is Dean Jackson, and oh boy, are you in for a treat today because I'm talking to my friend, Jimmy Harding, the Ragin' Cajun.

I've known Jimmy for several years now. He came to the first I Love Marketing conference, then to a Breakthrough Blueprint event and he really took to this idea of results in advance.

He took the question, "What would you do if you only got paid when your client gets a result?" to heart and built his whole organization around being able to make that offer. Understanding that sometimes it's less expensive to get the result for your client than it is to convince them to give you money to get the result.

We had a great conversation, and you're really going to learn a lot from the mindset of "What would you do if you only got paid when your client gets a result?".

Welcome to the More Cheese Less Whiskers podcast.

Today, we have a really great episode for you. I talked with Michelle Ciavola who has, what for a lot of people might be a dream job. She is the Marketing Director for a thriving and growing dental practice just outside of Atlanta.

She has some great things going on and we talked about a broad range of ‘evil schemes’ on this episode. We got to look at overlaying the 8-Profit Activators, the before, during and after unit, with the metrics she tracks driving each of those units. There's so much opportunity when you have something already in motion, something that's working. When you add a nice after unit to draw from, the opportunities multiply even further.

It all starts with knowledge.

When you overlay metrics on top of what you're already doing, the opportunities to accelerate your business, no matter what your business is, are universally present in the 8-Profit Activators. They're there whether you're acknowledging, or measuring, or tracking already and overlaying them on what happened in the last 12 months can direct you in the future.

I think you're really going to enjoy this episode.  There is something for everyone as we cover it all, before unit strategies, during unit strategies, and after unit strategies.

Hello and welcome to the More Cheese Less Whiskers podcast. My name is Dean Jackson, and today I'm talking to Aaron Hinde. He has built a pretty amazing company.

I often talk about the idea of profit activator one, selecting a single target market, and one of the examples I talk about in the BreakthroughDNA book is a company that does bottle photography at a website called weshootbottles.com. They also have a sister website where they shoot cans, called weshootcans.com. I always thought it’s an interesting way to segment your market and Aaron and his company have done exactly that. They’ve taken the beverage category and created specialize beverages.

They started with a drink called GolfAid and now have FitAid, PartyAid. In fact whatever your beverage need for ‘aid’ is, they've got a specific drink for you and have built a really big organization doing it.

I remember when Arron was just getting started and had all these opportunities. After talking with some of us at a 25K meeting, his first job was to focus on one of the beverages, to go all the way and build the foundation of one strong product line. From that, they've been able to expand across multiple single target markets.  Remember, it’s ‘Select ONE target market (at a time)’. 

We had a great conversation, a great time to catch up and hatch new evil schemes for them. There is nothing but big things happening in their beverage world.

I’ve you’ve ever been concerned about narrowing your focus, I think you'll really enjoy this episode.

Welcome to another episode of the More Cheese Less Whiskers Podcast. My name's Dean Jackson and this is a very exciting episode. I think you're in for a treat as you listen in as I talk with Brian Mertins.

Brian has a very unique set of skills that I'd never heard of before. He has several products in the nature market including How to Read the Secrets of a Forest and Awaken Your Naturalist Intelligence and Bird Language Blueprint. Both products he developed to help people tune in to nature and started from a passion about bird language and what we can understand from bird calls.

We spent a great amount of time honing in on who his actual audience is, the people he's really speaking with. We then crafted an email to send to his audience live on the show. Live while we were on the call having the conversation.

I think you're really going to enjoy this exploration of target audiences, their passions, what drives people and their motivators. Especially the ending where we send a live message to his audience with a very specific offer.

Welcome back to the More Cheese, Less Whiskers podcast. My name is Dean Jackson and today we're going to be talking with Mark Gray.

Mark is one of the Double Vision Fitness twins who own five personal training gyms outside of London in the UK. They have impressed me over the four years I've known them by being disciplined executors. They have conscientiously applied the Breakthrough Blueprint principles, and the 8-Profit Activators as an operating system.

We had a really great, in depth conversation about each of the Profit Activators and dove deep into some of the metrics that help identify where the opportunities are. It's really interesting to me that they started out with a very narrow target market but as their experience and capabilities have developed, they are appealing to a much broader target audience.

You'll see how we bring that around here in the conversation as we look at the opportunity to just get people started, coming into the gym.  The opportunity to get people coming in and starting a trial where they can get all set-up, get themselves assessed, get on a workout plan and then continue on in perpetuity.

They've got really great retention once people get going, so we spent a lot of time brainstorming how to get more people to take that first step.

You can imagine that my recommendation was more cheese, less whiskers!

I think you're going to enjoy this episode.

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.

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.

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.

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