More Cheese Less Whiskers

Today on the More Cheese Less Whiskers podcast we're talking with Ross Thiebaud who sells metal roofs that run anywhere from $50,000 to $200,000, and he does almost all of it online. No salesman in the home. No three-hour kitchen-table wrestling match. A husband and wife watch a video in the comfort of their own home, answer a few questions built right into it, sleep on it, and then get on a 15-minute call where all that's left to talk about is the price. I love the elegance of it. By the time someone reaches out, they've already sold themselves. We also talked about the nine-word email, which brings in 25% of Ross's business from people who didn't buy right away. That got me onto one of my favorite ideas lately, RevPUP, or revenue per unconverted prospect. The leads everyone writes off as junk are usually just buyers who aren't ready yet. Check back in 18 months and almost all of them bought a roof. There's a lot here about patience, premium pricing, and treating your list like a time capsule of the customers you're going to have. Key Takeaways: Why selling over video beats selling in the room: guard's down, they can rewatch the key parts, and they sell their spouse for you. The "no pushy salesman required" hook that filters out tire-kickers and pulls the ready buyers forward. Why making people watch the video before you'll talk price isn't a barrier, it's a qualifier. If they won't watch, they were never going to write the check. How the nine-word email quietly produces 25% of the business from leads everyone else gave up on. The RevPUP idea (revenue per unconverted prospect): why "junk leads" are usually just buyers who aren't ready yet. Why doing the same thing cheaper is the hardest way to make a profit, and doing something different costs more is the easiest. Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

Today on the More Cheese Less Whiskers podcast, I'm sharing a very different kind of conversation with my longtime friend Joey Osborne, who just announced he's running for U.S. Congress in the mountains of North Carolina. Joey's been an entrepreneur his whole life, someone who's always looking to fix broken systems. Now he's turning that problem-solving mindset toward politics, challenging a 20-year incumbent in his district. We talked about how the same principles we use in marketing apply directly to winning an election, from identifying persuadable voters to the math of reaching the 60,000 people who could change the outcome. One thing that struck me was Joey's experience from his previous congressional run. The one precinct where he finished best was where he stood outside all day handing voters his card. Name recognition alone moved the needle because most people don't know who they're voting for when they get down the ballot. Whether you're selling homes, insurance, or ideas, the strategy stays the same. Find the people who are persuadable and get your message in front of them at the right time. Follow Joey's campaign at joey.vote, and stay tuned because this may become a series as we see how marketing principles work in the political arena. Episode Highlights The formula for influencing 10% of people 100% of the way instead of 100% of people 10% of the way How a magazine distributed to just 450 people launched one of the biggest bands in music history Why the real estate listing strategy that works in an 8-week window applies to any time-sensitive campaign The video view retargeting approach that builds an audience of your most persuadable prospects for pennies What the $79,000 steakhouse receipt reveals about knowing your competitor's real story How to calculate exactly what it costs to acquire a customer—and why most people never do the math Show links Show notes Joey.vote

In this episode of More Cheese, Less Whiskers, Chris Wysokowski shares his journey from working in his family's painting business to helping others grow theirs. He discusses transitioning from hands-on projects to strategy and business development, emphasizing the importance of maintaining relationships with past clients. Chris explains how to treat completed projects as "homes under management" and stay top of mind through regular communication. He also introduces methods to create more opportunities from each job, using tools like an annual touchpoint calendar and circle radius prospecting. Chris's approach focuses on building long-term success through smart planning and relationship management, shifting from chasing new leads to creating a steady stream of work from satisfied clients. Summary: In the episode, I introduce Chris Weissakowski, who shares his journey from a hands-on painter to a business growth mentor, highlighting the importance of transitioning from operational tasks to strategic business development. Chris emphasizes the significance of maintaining strong relationships with past clients, viewing completed projects as "homes under management," to enhance business revenue through repeat and referral opportunities. We discuss systematic approaches to maximize a painting business's potential, including the use of an annual touchpoint calendar and innovative metrics like "gallons under management" for project scope assessment. Chris provides insights into effective customer engagement and project management, introducing strategies such as circle radius prospecting to expand business opportunities from a single job. The episode delves into the development of a structured and repeatable business growth system, emphasizing the documentation of processes and the use of CRM systems for better client management. We explore how Chris's strategic insights, influenced by industry leaders like Jay Abraham and Dan Kennedy, can empower entrepreneurs to enhance their businesses, particularly in local markets like Eastern North Carolina. The conversation highlights the potential for impactful change through clarity and continuous improvement, setting the stage for a transformative year in business development for painting contractors. Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

In this episode of the More Cheese Less Whiskers Podcast, Stuart and I discuss the power of non-traditional books in lead generation. We delve into the process of using a self-published book as a tool to generate leads and share strategies that have resulted in impressive records, such as 1753 leads at just $3.53 per lead. Stuart highlights the value of daily knowledge and asking the right questions, and I reveal how to write a book in 30 days with a resonating title. We debunk the myth that a book needs to be lengthy to be successful and discuss the impact of concise, impactful books that address potential clients' concerns. Summary We discuss the potential of non-traditional books in the realm of lead generation Dean reveals the secret of writing a book in just 30 days, and the power of book titles that resonate with your ideal prospects. We highlight the impressive record of generating 1753 leads at just $3.53 per lead, and the strategy of generating leads for as little as $300. We delve into the process of using a self-published book as a lead generation tool. Stuart shares how he utilized the concept of a 'self-milking cow' to help people convert more leads. We emphasize the value of daily knowledge and the craft of asking the right questions in lead generation. We reflect on the influential book 'The Owner's Manual Through Your 40s' by Sean Phillips and his video with Bill, 'Body for Life'. We explain the art of creating concise, impactful books that address the five burning questions in the minds of potential clients. We debunk the myth that a book needs to be voluminous to succeed, emphasising that content trumps length. We discuss the power of an attractive book title, effective marketing strategies, and the advantages of using a podcast to connect with potential clients. Show Links:ProfitActivatorScore.com BreakthroughDNA.com 90MinuteBooks.com

Today, on the More Cheese Less Whiskers podcast, I want to share an episode of the Listing Agent Lifestyle show I just recorded with my good friend Chris McAllister. This is a great episode discussing the evolving role of real estate brokers, and I want to share it here because although we're talking about real estate, the real message is how to adapt and provide value in a changing world. We explore how the rise of technology, particularly sites like Zillow, has transformed how clients access information and the value brokers provide. Chris traces the evolution of brokerage models from Remax to Keller Williams, and we debate the sustainability of the hundred percent commission shop model. So, whether you're an industry professional, interested in real estate trends, or in any other business impacted by tech, this discussion offers some really interesting insights. Summary: This episode highlights the transformation of the real estate industry, particularly the evolving role of brokers, the impact of technology, and the value proposition of brokers in the age of digital platforms like Zillow. We discuss the evolution of brokerage models, from Remax to Keller Williams, emphasizing the current shift towards hundred percent shop models and its sustainability. Dean emphasizes the increasing importance of the shelter business and how brokers must adapt and reinvent themselves to remain relevant in this changing landscape. We speak about the bifurcated real estate market landscape, highlighting transactions that are either very simple or require significant expertise. Chris emphasizes the continuing importance of strong client relationships in real estate, even in an era of increasing digital automation. We discuss strategies for creating a market-making culture, leveraging social media for Immediate Open Houses, and maintaining consistent communication with buyers. Emphasis is placed on the importance of setting clear expectations for agents and the benefits of having an experienced partner to navigate the market. We touch on the transformative power of technology in the real estate industry, including how platforms like Zillow have democratized information. Dean and Chris argue that while technology has streamlined certain aspects of real estate transactions, the need for skilled professionals to guide and negotiate complex deals remains essential. We end the episode with a discussion on the importance of building the right team in real estate and the value of having experienced partners to help navigate the market. Show Links: Show Notes Roost Real EstateProfitActivatorScore.com BreakthroughDNA.com90MinuteBooks.com

Today on the More Cheese Less Whiskers podcast, we're talking with Eric Anderson, professional magician turned speaker who shares his journey from foster care to speaking in front of large audiences. We talk about how focusing on connecting with your audience can yield big returns. How he's used joint venture partnerships and book giveaways helps expand his audience and attract people interested in public speaking, and how he created a flagship email to stay in touch with people by featuring clients' business victories. We also discuss why documenting your journey is so compelling and creates a blueprint others can follow. This is a fascinating episode with lots of ideas to take away. Summary 1. Eric Anderson's journey took him from foster care to professional magic to motivational speaking. His unique experiences allow him to help others unlock their potential and effectively share their stories for paid engagements. 2. Eric emphasizes that the size of an email list is not as important as who you're reaching and how you connect with them. 3. He discusses a case study of a client who broke the six-figure mark with a small email list, demonstrating that it's about reaching the right people, not just having a large audience. 4. Anderson explains why some people may not achieve their desired results and highlights the importance of documenting success stories to create a roadmap for others. 5. He shares strategies that have driven his success, including joint venture partnerships and book giveaways. 6. Eric's book giveaway has helped expand his outreach, attracting those interested in public speaking. 7. 'Eric's Escapades Reality Show', his weekly email series, play a crucial role in enticing people to attend his workshops. 8. Eric believes that every email sent out can open doors for growth and expansion. 9. He holds free seminars twice a year and is currently testing a paid version of that and private coaching. 10. Anderson guarantees to help people make three times their investment back with his program and has had clients who have seen many multiples of their investment with him. Show Links: Show Notes Eric AndersonProfitActivatorScore.com BreakthroughDNA.com 90MinuteBooks.com

Today on the More Cheese Less Whiskers podcast, we're talking with Brett Attaway, a solar sales entrepreneur from Utah who's now based in north Florida. Brett's taken his years of marketing experience to the solar industry in a company he started a little over 3 years ago, and we had a great conversation about the opportunities he has to use this experience in this new sector. We talked about the three key success factors: finding the right install company, understanding the value of a client, and creating a referral program, and how bringing these together can be a game changer for clients and the company. There are some great insights and ideas in this episode that apply to many industries, including creating transferable opportunities for customers by offering a price break for a certain volume of panels and incentivizing referrals is unique, making customers the hero and not the company. Summary The solar industry presents a wealth of opportunities for entrepreneurs, particularly in the residential solar business. Success in the solar industry hinges on three key factors: finding the right install company, understanding the value of a client, and creating a referral program. Selling solar can be a lucrative business despite the challenges, provided it is done correctly. The value of a customer over time is crucial to ensure the success of a solar business. Creative marketing strategies, such as using postcards, can be a valuable asset for a solar company. Offering a price break for a certain volume of panels can create transferable opportunities for customers. Incentivizing referrals by making customers the hero and not the company can boost sales. The journey from marketing to solar offers valuable insights for budding entrepreneurs. Building a team that keeps everyone informed can contribute to the success of a solar business. The Solar Academy provides a non-biased approach to helping solar companies succeed, offering services such as marketing, sales, and business systems and processes. Show Links: Show Notes ProfitActivatorScore.com BreakthroughDNA.com

Today on the More Cheese Less Whiskers Podcast, we have a special episode because I had the pleasure of catching up with my longtime friend and collaborator, Jesse Desjardins, in person as we celebrate our 25-year friendship and professional journey together. We talk about how asking, 'What would I do if I only got paid if I delivered results?' helped us focus on achieving tangible results and navigating technological shifts and how we uncover the power of minimalism and the minimum effective dose in marketing success. In part 1 here, we discuss his 12 favorite problems and how he leverages the VCR (Vision, Capabilities, Reach) formula to create unique experiences and stories in the work he now does. This is a great conversation as we share some insights and reminisce about our 25-year journey. Summary 1. Jesse Desjardins and Dean Jackson celebrate their 25-year friendship and professional journey, discussing how their shared insights led to significant leaps in Jesse's career. 2. They emphasize the importance of focusing on results and navigating technological shifts by asking, "What would I do if I only got paid if I delivered results?" 3. The power of minimalism and the minimum effective dose in marketing success is discussed, highlighting the effectiveness of a short, 50-page book in capturing email addresses. 4. They explore user-first marketing, allowing for real-time testing of ideas and receiving feedback, and the importance of separating compelling from convincing in advertising. 5. Jesse's innovative approach to marketing combines education and user-generated content, positioning Tourism Australia as the "mayor of Australia" and creating the World's Biggest Social Media Team, outperforming other national tourism boards. 6. They discuss the importance of storytelling in marketing and how Jesse's 'You Suck at PowerPoint' Slideshare and other strategies have stood the test of time. 7. Jesse shares his approach to unlocking collective intelligence in his work, such as his speaking gig in Toronto and his work on the Neon project in Saudi Arabia. 8. The duo discusses the VCR formula (Vision, Capabilities, and Reach) in marketing, focusing on telling the story of a place like Wadi Ram and thinking differently to overcome skepticism. 9. They emphasize the importance of recognizing and utilizing available capabilities and assets to bring a vision to life, using examples of Kylie Jenner and local businesses taking advantage of their 15-mile radius. 10. Jesse and Dean explore the potential of collaboration between two parties to create something new, using the VCR formula to create unique market-maker opportunities.

Today on the More Cheese Less Whiskers podcast, we're talking with Eleni Dilos, a seasoned interior designer who has successfully moved from the fashion industry to interior design. We had a great conversation about tapping into the psychology of why people make referrals, the opportunities to find clients who are early in their journey, and the benefits of collaborating with architects. I love the opportunity to create lead generation strategies with people on these calls because the ideas are universal, it's just the implementation that needs adapting to your situation.