Today on the More Cheese Less Whiskers podcast, we're talking with Mardi Boettcher from California. Mardi is embarking on a new adventure as a coach, and this is a perfect example of how all of the elements of the Before Unit perfectly fit in place.

We went right through from selecting her target audience to getting people to raise their hand so she can build an audience of ideal prospects, and we talked about Profit Activator 3: How to educate, motivate, and engage in a dialogue with them so she can present the offer to join her program.

It was a great conversation because she has a really focused secret target audience, looking to attract ladies who are entering their sixties and who want to amplify and get everything they can out of life.

She has a real passion for this way of living. She loves the idea of working with this audience, and she's well on the way to get there.

Today on the More Cheese Less Whiskers podcast, we have a very special episode that I'm excited to share.

One of the great joys in my life is my relationship with Jay Abraham. Jay and I have amazing, long conversations about marketing, philosophy, what's going on in the world, and this week I got to record one of these conversations for you.

It's a great opportunity for you to listen in to the ideas we talk about, and we also talk about something special Jay is doing with Tony Robbins tomorrow!

So this Saturday, Jay and Tony Robbins are holding a marathon event called 'Lock In 2021'. They do these amazing hot seat events where Jay gets to spend a day with Tony Robbins and his platinum group. These are people from all over the world, his highest level masterminds, and all they do is tag team back and forth doing Q&A hot seats, answering questions, helping strategize or solve challenges for these business owners.

Jay and Tony have edited 12 hours of the best of these sessions into a marathon session they're going to be hosting tomorrow.

This has my highest recommendation. I'm not an affiliate or anything like that. I want you to experience how they do it because our podcast is all about that same approach. It's essentially a hot seat every week we share and apply the 8-Profit activators.

So, check it out at Lock In 2021, and in the meantime, listen to my conversation with Jay.

Today on the More Cheese Less Whiskers podcast, We're talking with Gordon Geraci, and if you are an ice cream lover, today is going to be a podcast for you!

Gordon's from Cincinnati, Ohio, where he's invented what is he's calling the perfect ice cream bowl. He's very passionate about the product. He loves what he's created. I think it's a great idea, and we talked a lot about how to get the word out about this new product.

This is a great episode for anyone introducing a new product or idea to people. Ice cream lovers are everywhere, all over the world, so how can we apply the 8-Profit Activators to the marketing of the perfect ice cream bowl.

This was a fun episode, and I think you're going to enjoy it.

Today on the More Cheese Less Whiskers podcast, we're talking with Troy Royster, who owns a commercial maintenance cleaning company based in New York.

They work in several States around New York, they've been in business for a long, long time, and Troy is an entrepreneur who's a student of the game! He has a long pedigree of taking action on all kinds of marketing ideas to build his business, and because of that, he's built something amazing. Now he has so much potential and so much opportunity that we had a great conversation about how to deploy these capacities, including this idea that when you can serve a lot of different people in a lot of different areas, one of the greatest things we can do is deploy our ability to select a single target market.

That's going to be the big lesson in this episode.

A lot of the time people set up their business so they can be selected by a wide variety of people. One of the things we have to understand when we're going out to develop our Before Unit, is that we are doing the selecting!

You get to select who would be the ideal client.

If you want to grow your business. If you've got the capacity to take on new people, rather than just open yourself up and take on whoever comes, we've got the opportunity to select who that person is.

When you really understand that, it makes sense to think about who would be the largest check, who would be the most delightful, who would be the most convenient, who would be a lifetime client.

We had a great conversation exploring those options and really narrowing it down to who would be best to approach first.

Today on the More Cheese Less Whiskers podcast, we're talking with Bill Flitter from Moraga, California, where he's very passionately involved in youth basketball, helping kids gain confidence.

He sees this as the big thing basketball skills can really do for kids, so he's had a lot of involvement in various programs.

Over the years, he's developed training protocols, he's got a great name for his program, he's developed an app, and we talked about how to take all of that and package it up into an opportunity for syndicating everything he's developed for Moraga, to people all over the United States.

You're going to enjoy this episode, especially if you've got something you think you might like to duplicate or scale to other marketplaces.

Today on the More Cheese Less Whiskers podcast, we're talking with Charles Wallace from California.

This is a great conversation because we dive into the idea of creating a program around all the things Charles has learned about elite performance from his +20 years as a football coach.

As we talked, it became clear that Charles has a passion for coaching quarterbacks. They have a great opportunity to maximize their abilities and opportunities, but it requires discipline and a systems approach to developing their careers.

We outlined how Charles can approach something like this in a way that helps narrow your focus to a single target audience and also create something with an outcome that's worth pursuing.

Today on the More Cheese Less Whiskers podcast, we’re talking with Jeremy Segal, a commercial photographer from up in Vancouver.

He asked how do you stand out as a photographer, trying to stand out among all the other photographers, and get the attention of the agencies that are hiring to do photography for hotels and commercial photography work.

So we spent the hour having a great conversation about the difference between positioning yourself to be selected and doing the selecting yourself.

When we talk about selecting a single target market, that's what we're talking about, you doing the selecting, not you being selected!

It was a great episode, with lots of ideas, so listen in.

Today on the More Cheese Less Whiskers podcast, we're talking with Aaron Lester, all the way from the Philippines.

Aaron helps personal trainers who work with people virtually, and one of the things we had a great conversation about is the idea of building your prototype.

In order to scale something, you have to have a proof element and what I call the scale ready algorithm.

So much of the frustration I see people experience with scaling is that they haven't taken the time to get things scale ready, and often that's about just investing time and energy in figuring out your protocol. Figuring out the best things that works for one of your ideal audience.

Whoever you choose as a target market, it's about getting the core right, and then being able to scale from there.

Once you get something scale ready, you may find it could be even centrally managed, and you could offer an entirely different service where you just deliver the result to people who just want to be personal trainers, or chiropractors or coaches or dentists, and don't want to be marketers or technicians.

So much opportunity stems from your ability to crack this idea of getting the scale ready algorithm, and this episode is great to start thinking in that way.

Today on the More Cheese Less Whiskers podcast, I'm going to share the last in a 3 part podcast series that Joe Polish and I did way back in Episode 12 of the I Love Marketing podcast, talking about the concept of the self milking cow.

It's particularly relevant now because Dan Sullivan and Ben Hardy have just released their new book 'Who Not How' and this concept was the genesis of that idea. So it's a great time to listen to the behind-the-scenes thinking that evolved to their big concept.

If you haven’t listened to the first part of the series, I'd recommend going back to the last episode, but more importantly, go get a copy of Who Not How. It truly is a revolutionary book that will make a big difference in your life.

You've heard me talk a lot about this idea of being the cow and not succumbing to the temptation to be the self milking cow, trying to do it all yourself. Well, this is the framework and the philosophy that gets you there.

It's a great time of year to contemplate going into 2021 with a real Who Not How plan to multiply your efforts in the coming years. daily routines and a lot of really cool stuff. There is great information here that I think you will find valuable.

Today on the More Cheese Less Whiskers podcast, I'm going to share part 2 of a 3 part podcast series that Joe Polish and I did way back in Episode 12 of the I Love Marketing podcast, talking about the concept of the self milking cow.

It's particularly relevant now because Dan Sullivan and Ben Hardy have just released their new book 'Who Not How' and this concept was the genesis of that idea. So it's a great time to listen to the behind-the-scenes thinking that evolved to their big concept.

If you haven’t listened to the first part of the series, I'd recommend going back to the last episode, but more importantly, go get a copy of Who Not How. It truly is a revolutionary book that will make a big difference in your life.

You've heard me talk a lot about this idea of being the cow and not succumbing to the temptation to be the self milking cow, trying to do it all yourself. Well, this is the framework and the philosophy that gets you there.

It's a great time of year to contemplate going into 2021 with a real Who Not How plan to multiply your efforts in the coming years. daily routines and a lot of really cool stuff. There is great information here that I think you will find valuable.