Welcome to the 52nd episode of the morecheeselesswhiskers.com podcast. One year ago today we launched the More Cheese, Less Whiskers podcast. Can you believe it's been a year already?

Today we've got a real treat for you. As it’s our birthday episode, I wanted to do something special and I have just the thing.

A few months ago, I was driving home from St. Petersburg to Orlando and I got a text from my friend Frank Kern. Frank was working with one of his clients on a nine word email campaign and had questions about some of the follow-up steps. What to do after the emails sent. So I said, "I'm stuck in traffic, let's hop on my conference line, we can talk it out and hatch some evil schemes" as we often do.

I want to give you a behind the scenes look at how this kind of conversation actually happens. The conversations we have in real life. We’ll maybe do this once a month, certainly when we're together in person we'll have conversations like this for days (when we're not joking around, making fun of things and watching silly movies). This is instructive though, because you'll see exactly how we think about the follow-up to the nine word email.

So, enjoy this behind the scenes episode and for our 52nd episode you can do a couple of things. Go to iTunes.com, subscribe to the podcast if you're not already subscribed, and while you're there leave us a review and a rating. That will help a lot to get the word out. Also, tell your friends. Just send a quick email and say, "Hey, do you listen to the More Cheese, Less Whiskers podcast? Check out this episode", and see where the conversation goes. Let's keep spreading the word all over the world.

Welcome to the MoreCheeseLessWhiskers.com podcast. Today we have a great conversation with Amar Ghose. Amar and some of his partners run software as a service for maid companies called ZenMaid.com.

We talked about a lot in this episode. It's very fractal in that we jump around talking about each of the Profit Activators and how there are specific things to focus on in the During Unit including how people use your service and what the dream come true experience is that you provide so you can highlight that in the Before Unit.

We also got to talk about some great example of separating the compelling elements of Profit Activator two from the convincing education of Profit Activator three. In Profit Activator two, we want to focus on only the job of getting people to raise their hand. We want to start a dialog. We want to turn invisible prospects into visible prospects.

I think you're going to find all this very helpful if you have any kind of an ongoing membership service, so tune in!

Welcome to the More Cheese Less Whiskers Podcast Today we are talking with Ashe Higgs from Tempe, Arizona.

Ashe runs a martial arts program called I Liq Chuan and as you listen to this episode, you'll see the underlying structure, the puzzle that we're trying to solve is essentially, he has a location where he serves members through classes and private lessons, so how can we best fill that capacity.

That’s the mechanics, the logistics of what actually happens and you can overlay everything that we talk about to any business that follows that model. It could just as easily be a fitness studio, an after-school tutoring program, a tennis or golf instructor or anything where the model is that you find people, you bring them into your environment, you let them experience what you have to offer, and they join to stay as a member and continue to use those services.

It's important you understand the underlying limitations, constraints or goals for what we're looking at here. It's often the case when we start out to want to focus on the ad or what can we do to generate leads. You’ll see today that the path to Profit Activator 2 often goes through Profit Activator 5, understanding exactly what it is that you do to create that world-class experience, that dream come true for people, and Profit Activator 1 of who is that an ideal fit for.

Once you understand those two things then we can get to work on the rest of the before unit activator.

I think you're really going to enjoy this episode no matter what business you're in.

Welcome to the MoreCheeseLessWhiskers.com podcast. Today we have an international caller from Switzerland, Roman Bourquin, and we're going to really focus our time getting deep into Profit Activator number one.

This is the most important Profit Activator. Really selecting who your target audience is, really getting to understand what it is that they're going through, what it is that they need and are looking for, helps identify the intersection of what they really need and what you can offer.
What is the dream come true scenario that you can provide for that audience before we ever get to think about Profit Activator 2, how to get them to raise their hand.

I think you're going to really get a lot out of listening to the wheels turning and how we can dig into understanding what an audience really wants, where they are, how to structure the way that we look at it

Today we have a treat. We're talking with Taki Moore. For those of you who don't know him yet, Taki is a coach who coaches, coaches, helping them build million dollar coaching practices.

He’s one of my favorite people to brainstorm with because Taki like me is a 10 quick start on the Kolbe measure, and he implements like crazy. We'll hatch an evil scheme, he'll implement it immediately and come back and share the results.

We were messaging last night. He was asking about what strategies we could use with chatbots. It was a great thread and I thought that's a great idea for a MoreCheeseLessWhiskers episode.

So in this call we talk about the role of chatbots in our Profit Activator 3 lead conversion system. I think this is going to be a really great way for you to set a context if you're going to go into using bots and automations to help convert leads.

Today I'm talking with Todd Herman. Todd is the creator of the 90-Day Year and, if you’ve been paying attention over the last couple of years you'll have seen this idea getting a lot of traction.

He has a very mature business and a great launch-based model. We talk about how to really capitalize on the biggest asset he has, which turns out to be his list of all the people who, in Profit Activator 3, have responded and raised their hand as being interested in the idea of a 90-Day Year.

His biggest opportunity is to really expand the way he leverages that asset and help those people take the next step.

We focused a lot of our time this episode, really going deep in that concept. This is an episode you’re really going to enjoy.

Today I’m talking to Eoin Everard, a physiotherapist from Kilkenny, Ireland.

He's such an enthusiastic lover marketing. He's been following the I Love Marketing podcast since 2012 and is really doing some great things in marketing his physiotherapy practice.

And we had a great discussion about all of the elements of his before, during and after units and one of the really interesting themes of the whole conversation was the idea of thinking bigger than being just a solopreneur.

If you're going to scale your business, you have to get to a point where you can see your business providing results and value beyond your need to be involved delivering that value. You have to be able to create a system; a process and procedure that can, in the before unit; find people who want to get the result you're able to deliver, in the during unit, deliver those result consistently, predictably and profitably, and then in the after unit, nurture relationships so everyone you know, knows you provide these kind of services and are enthusiastic to introduce you to the people they meet who could use your services as well.

This is a great conversation that covers all those points from a strategic standpoint.

You're going to get a lot out of it.

Today we have a really great conversation with Derrik Hubbard, a financial advisor in California.

He has a really successful system he's been using to mail an invitation to the ‘right people’, a specific group of people in the area around the location where he runs a Social Security workshop.

It’s a great example of the vending machine I’ve described in the last few shows. He has people to come to the workshop and from there they meet with him for a strategy session and becoming clients.

It’s a system that works, and over the hour of the show we ran through the whole process of exactly how it works over his 30 day cycle.

Picking the list, mailing the postcards, holding the event. Within 30 days, he has a number of people in his office and now he's able to work with them in a relationship that's going to yield a great return over the course of several years for him, and helps the people maximize what they're doing in their retirement.

We spent a lot of the time talking about how to maximize that process and how to lower the threshold on the front end. Instead of offering a workshop straight away, offering a book (a lower barrier to entry) and then extending the relationship we have with people to bond, and over a longer period of time, continue to offer ‘cookies’ to them like the workshop.

This is a really great episode to understand how each of the four Profit Activators in the before unit work together and how we can maximize them.

You're going to enjoy this one.

Welcome to the More Cheese Less Whiskers podcast.

Today, we have a great conversation with Jeffrey Higgins, a real estate agent from outside of Detroit, about the future of real estate.

Jeffrey is someone who's been in the real estate business for 25 years, mainly in a commercial capacity working with retail shopping malls, and I don't know if you've noticed, but the prospects for the shopping mall as a concept are getting less and less exciting.

Jeffrey, taking a long-term view and looking to the future, has decided it makes more sense to transition into residential real estate.

Rather than just talk about the specifics of how to get more real estate leads, because I've cracked all of those codes and have endless podcasts and information about how to do that, we really focused on the higher-level conversation. What is it going to take to be in a sustainable real estate business in the next 25 years and really build a foundation that can not only survive, but get ahead of and thrive in this changing environment.

We focused on two things that are key to this, but I'm going to let you discover through the podcast here.

Take a listen…