Ep042: Alex Epstein

I have a really interesting conversation lined up for you today. Alex Epstein is one of my favorite people to have conversations with. This guy is super, super bright, he's a philosopher, which I love about him, and he's the author of one of the books that I think may have the very best book title ever, 'The Moral Case for Fossil Fuels'. It's a reflection of the really interesting approach he takes looking at things.

We dive into that, but we spent most of our time looking at how we could apply the 8 Profit Activators to the business of being Alex Epstein. We came up with some really great evil schemes for him use including thinking about his own scorecards and super signatures.

I think you’ll really enjoy this take on things.

Read More

Ep041: Jamie Smart - Revisited

Today we have a More Cheese Less Whiskers first as we welcome back Jamie Smart.

If you remember Jamie is the author of two books, Clarity and Results. I’ve enjoyed both of them and this episode is a follow up to Episode 009 where we dived in the details and planned for the book launch of Results. In that show we talked about some out of box ideas on how to market on a local basis, a national book launch. All to support Jamie’s goal of getting on the Sunday Times list, the UK equivalent of the New York Times bestseller list.

We came up with some really great ideas and Jamie and his team were able to execute some pretty neat things. In this show we discuss those results. Jamie had a lot of great insight about what happened through that whole campaign and we spent the hour talking about the insights and results before talking more about the place of books and the importance of books titles. Specifically in the marketing or the attraction of a book.

I always enjoy my conversations with Jamie. I think you're going to love this episode.

Read More

Ep040: Jim Hart

Today, I'm talking with Jim Hart. Jim is in Arizona and has had quite a career in both the newspaper business and direct response marketing, as a consultant and now working with small and medium businesses to help counsel them on their marketing.

We had a great conversation about the future of the newspaper business. We talked about how, despite the common narrative, there's still a lot of juice left to squeeze from the newspaper orange, and the unique opportunity Jim has with his skills as a direct response marketer, his knowledge of the newspaper business and his connections in the newspaper business, to bundle up his skills and create some really great opportunities for small businesses all over the country.

We progressed into talking about the deeper idea of picking one business and really going deep in providing solutions for that one business that could be syndicated to all the other service providers in the same business.

You'll see we started talking about dentists but the conversation narrow to end talking about chiropractors. This is a great demonstration of the focus you can get helping any kind of businesses, in the same way I have specific focus on being able to help real estate agents. We talked a lot about how this could apply to his situation.

I think you'll really find this an interesting episode, developing the idea of a working, scaleable example.

Read More

Ep039: Kyle LeMarie

Today, we have a really great conversation with Kyle LeMarie. Kyle is here in Orlando, not too far from me, and he's making some wild innovations in the independent musician space.

He's really cracking the code, helping independent artists taking matters into their own hands, taking it back some of the power that big corporations have had in control of the music industry and making it easy and kind of forging a path for independent musicians to get their voice heard, to build their audience and to really apply the 8-Profit Activators to the independent musician.

He has a lot of great things that are going on and it was surprising to hear just how thoughtful he's been in applying the 8-Profit Activators to independent musicians and the success they've had.

This is a great conversation about the mechanisms that are easily deployed to build an audience and how to progress people through all stages of the Profit Activator stages.

Read More

Ep038: Brad Lazurus

Selecting a single target market is a key principal to the 8-Profit Activators as fear of missing out makes most people try to target as many people as possible. Selecting the right group can make all the difference as your message resonates with those people. It gives you someone to focus on as you create points of engagement. It is both an art and science though, and it’s good to remember that being too specific could be costing opportunity too.

Today we're talking with Brad Lazarus. I met Brad more than five years ago when he was one of the people at the very first Breakthrough Blueprint event I did in London.

Today Brad owns a property investment company in the UK and we had a really great discussion about Real Estate, and the psychology behind what's going on in the minds of people who have a problem and need to sell a house. Specifically investors, or those who own investment properties which is Brad’s target market.

You'll notice in this conversation we started out going into a very specific target audience, crafting a solution specifically for those people. But then, when we took a minute to back up and look at the higher level, macro view of the business to see what's actually going on, where the transaction is taking place, and what Brad's role in that transaction is, we came upon a really elegant and much broader opportunity for what he's doing.

Sometimes taking a moment to look one ring out, a level up from the micro focus of the specific problem you're trying to solve, can reveal an even bigger opportunity, and create an opportunity for even more people.

I think you'll really enjoy this episode. It seemed to go by really fast.

PS. I'm doing 5 small group masterminds over the summer in: OrlandoTorontoLondonAmsterdamSydney. We're going to spend 3 days going deep in applying the 8 Profit Activators to your business.
Would you like to join us?
Just send me email to dean@deanjackson.com, put your city in the subject line and I'll get you all the details!

Read More

Ep037: Bill Bloom

Welcome back to the More Cheese Less Whiskers podcast. Today we have a great episode as I talk with Bill Bloom. 

Bill is a financial advisor who also happens to be a yachter. He’s written a book called The Yachter's Guide to Early Retirement. It’s very exciting because he's figured out now a way to get people to raise their hand. He has the perfect Profit Activator 2 asset to make invisible prospects, visible. Something that gets people to raise their hands.

We picked up the conversation talking about the next stage. Now he's done that, what does he need to do for Profit Activator 3. How can we maximize the relationship with the people who have raised their hand? 

We need to connect with them to find out who are the five star prospects within that group. We need to figure out the best way we can help these people and how to best articulate the offers we'll use in Profit Activator 4 to deliver them to the During unit, creating a dream come true experience.

We spent the whole hour talking about this one conversion process, moving people from raising their hand, to taking action.

It's going to be a nice deep dive for you on converting leads. If that's the situation that you're in, I think you're really going to enjoy it.

Read More

Ep036: Kurt Nilsen

Welcome to the morecheeselesswhiskers.com podcast. My name is Dean Jackson and today we're talking with Kurt Nielsen, a Mortgage Broker in Clackamas, Oregon, near Portland. Kurt's been in business for several years. He works with his wife who's a real estate agent, and we've been working together for many years.

Real Estate is one of my favorite things to talk about. I have so much experience in the real estate world, it's the perfect way to illustrate the More Cheese Less Whiskers principles we talk about and demonstrate how the 8 Profit Activators, the before, during, and after units all work together.

There are so many specific implementations of the 8 Profit Activators in the real estate and mortgage industry and today we're going to work across them all, from identifying a target audience all the way through to converting those people into clients.

Read More

Ep035: Robin Estevez

You are in for a treat as I’m talking to one of my favorite people in the world. I've been having this specific conversation with Robin Estevez for a number of years because I'm fascinated by the opportunities in the grocery business and today you get to listen in.

Robin and his family own a chain of 10 grocery stores in the New York, New Jersey area and he's grown up in the grocery business his entire life. He has a passion to server the local community and he’s very interested in treating their neighbors like neighbors.

We've had some amazing conversations about overlaying the 8-Profit Activators, and specifically, all the opportunity in the after unit on top of an existing grocery business like this.

You'll notice we spent the entire hour just talking about the possibilities in the after unit. All the metrics that we talked about, the kind of meta approach to looking at the big picture of the after unit, looking how high is high, and all this is all transferable for you.

I think you're going to find this a fascinating real conversation about what’s possible when you take an advocacy approach to your relationship with your after unit and the people that know you, like you and trust you.

Read More

Ep034: Paul Kang

Welcome to the More Cheese, Less Whiskers podcast. Today we have another great show as I talk with Paul Kang from all the way around the globe in Korea where he’s in charge of marketing and helping to grow the international school in Busan.

What’s really interesting in this episode, is going through the process of identifying where the opportunity is. What will ‘make the boat go faster’. Paul’s school is specifically for people being relocated or coming to Korea for a short period of time, maybe a couple of years, who want to educate their kids in an international school. These are truly invisible prospects, and the real opportunity lies in identifying those people ahead of time.

We get right down to defining how the before unit might apply here and put ourselves in the mind of a person who has just discovered they're going to Korea. What would they do?

I suggested one of the first things anyone with children (our target audience) would do is to start searching 'Korean international school'… so we hatched a great evil scheme to be the best result for people searching those words. They're not familiar with Korea, they don't know what's going on, they don't know what to do. They want the best for their kids and they're searching their options.

We talked a lot about not convincing people, but using the power of what they're already searching for to compel them to raise their hand and identify themselves. Understanding the job-of-work at this stage, Profit Activator #2, is to make invisible prospects visible. Educating and motivating them to take action comes next.

You're really going to enjoy this episode, especially if you are dealing with invisible prospects.

Read More

Ep033: Tom Halliburton

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.

Read More