I Love Marketing

Joe Polish and Dean Jackson run through the 8 Profit Activators, the framework that has anchored the show since day one, then open the floor for real time hot seats with a man selling $6 million spots in a round the world power boat race, a Strategic Coach community builder, a business book marketer, and a painter trying to reinvent his industry. Here's what you're about to discover in this conversation: The $250 ad and a 24 hour recorded message that turned one Colorado carpet cleaner into $62,000 in his first year, and why a room full of skeptics at a 1990s trade show almost talked Joe out of ever teaching it to anyone else. Why Dean Jackson tells a man pitching $6 million national franchises in the first ever round the world power boat race that his entire business case is missing the one thing serious investors need to hear. The sticker Joe put on vacuum cleaners, that generated more referrals than any refrigerator magnet ever did (PLUS: the $2 bill he still says is the cheapest referral tool in marketing). Why Dean says the real Profit Activator 2 question is never "how do I get a lead," and what a directory of 100 outdoor wedding venues in Toronto has to do with landing every high paying client a party rental company ever wanted. What happens when a painter with almost 30 employees, no formal business training, and a mission to change how tradesmen get paid tells his whole story live on camera, and why Joe and Dean tell him he just delivered his own best marketing without realizing it. If you'd like to join world-renowned Entrepreneurs at the next Genius Network Event or want to learn more about Genius Network, go to www.GeniusNetworkEvents.com. Show Notes: Where the 8 Profit Activators Came From Dean traces the framework back to his own journals, journal number six from 1997, where an early seven step version of the process first shows up. The original steps run from selecting a single target market through nurturing lifetime relationships, and Dean later splits "orchestrate referrals" out as its own step, bringing the total to eight. Joe and Dean point out that neither of them taught this process before living it. They build real businesses first (carpet cleaning and real estate) and use the Profit Activators as practitioners. The framework gets its name once I Love Marketing launches, and it has anchored the show for all 16 years since. Profit Activator 1: Narrow Your Focus and Select One Target Market Dean draws a hard line between selecting a market (deciding proactively who to pursue) and simply being selected (putting content out and hoping the right people find you). Most marketing advice pushes people to think wide. Dean argues for the opposite: pick one target market at a time and go after it on purpose. Profit Activator 2: Use Direct Response Offers to Compel Prospects to Call You Joe walks through the free recorded message ad he wrote with Gary Halbert: "How to have your carpets cleaned properly at the lowest possible price," and explains why the word "properly" is doing all the work. The exercise Joe and Dean run with clients asks two things: what would compel someone in your target audience to contact you, and where can you advertise to get the strongest direct response? Joe shares the headline he and client Jim Wolverton tested until it worked, "How to get the most thorough cleaning ever, or it's free," paired with a free room of carpet cleaning as the offer. Profit Activator 3: Patiently and Systematically Educate and Motivate Prospects Dean cites the research behind the framework: out of 100 people who inquire about anything, just over half eventually act, but only 15% do it inside the first 90 days. That means the same batch of 100 leads is worth roughly five times more after the 90 day mark, yet most businesses stop following up right around day nine. Profit Activator 4: Present Your Unique Service Offer Joe replaces the industry standard free estimate with a "carpet audit" paired with a free room of cleaning up to 200 square feet, and it consistently outsells discounting. Once he teaches the packaging shift to other carpet cleaners, it raises their average job size by 25% industry wide, simply by repositioning the offer. Profit Activator 5: Deliver a Dream Come True Experience Dean's framing question: what would be the best possible result you could give a client if they trusted you completely and let you do it, even if it meant charging two, three, or five times more? He points out that many businesses only offer a partial solution because of price, when the bigger opportunity is architecting the full "dream come true" outcome and pricing it accordingly. Profit Activator 6: Provide After Sales Service Joe's low cost, high impact follow ups include mailed carpet spotters, branded doormats that cut particulate soil tracked into a house by 10 to 20%, handwritten thank you cards, and rain check car washes. He connects it to a recent dinner with longtime friend Robert Cialdini: restaurants hand out an after dinner mint so guests leave with a good taste in their mouth, and every business needs its own version. Dean adds the bigger opportunity: equip happy clients to introduce the people who compliment their results (like a dinner guest admiring freshly cleaned carpets) to the same service. Profit Activator 7: Nurture Lifetime Relationships Dean's mental model: once you have done the work (in his example, cleaning someone's carpets), think of yourself as having "carpets under management," the incumbent who runs uncontested as long as you keep winning trust. Profit Activator 8: Orchestrate Referrals Joe distinguishes a true orchestrated referral, where someone actively introduces you, from a passive or reactive one that just happens by luck. His two low tech referral tools from the 1990s: a bright sticker on a client's vacuum cleaner reminding them who to call, and a $2 bill mailed as a thank you for every referral, both chosen because people will not throw them away. Dean's rule for language: ask to be "introduced," not "referred," the same way a single friend would rather be introduced to a date than simply referred to one. Hot Seat: Ralph's $6 Million Global Power Boat Racing League Ralph is building the first ever round the world power boat race, selling one national franchise per country at $6 million before the price doubles, and compares it to Formula 1's old Concorde Agreement and Major League Soccer's original ownership structure. Dean names the gap in Ralph's pitch directly: proven leagues like the NFL or Formula 1 already carry decades of revenue and history, while Ralph is currently selling a proposition, not yet a proven asset. Joe's advice: get specific about what buyers actually want (status, exclusivity, bragging rights) instead of selling the league itself, and use Keith Cunningham's "thinking time" from The Road Less Stupid to map out exactly how the first sale needs to go. Hot Seat: Andrew on Referrals for High Ticket Luxury Clients Andrew works inside Dan Sullivan's Strategic Coach community and asks how Profit Activator 8 applies to high ticket, luxury clients. Dean's example: a Rolls Royce dealer arranges for a custom tailor to gift a sport coat to a customer as a thank you, because Rolls Royce buyers are also the kind of people who wear bespoke suits. Joe explains why he is one of Strategic Coach's top referrers, crediting over 400 members, and traces it to raising his own status in the room, a genuine belief in the program, and a personal rule against affiliate deals so his referrals stay trustworthy. Andrew shares his own tactic: handing out Dan Sullivan's quarterly books and inviting people to "introduce," never "refer," friends to upcoming events, which builds a relationship instead of chasing a quick sale. Hot Seat: Mario on Overcoming "Head Trash" When Selling Expertise Mario markets business books and asks how to get already established experts past the ego and self doubt that keeps them from publishing. Joe's example: a multimillion dollar client once told him, "I don't want to be embarrassed," proof that most resistance is ego management, not a bad offer. Dean's real estate parallel: adding "even if you can afford to pay cash" to a zero down payment ad protects buyers' egos and removes the hidden objection that was killing response. Both agree the real lesson is Profit Activator 2 in disguise. Nobody wants the book itself. They want what having the book (credibility, authority, converted leads) will do for them. Hot Seat: Alejandro on Building a Painting Business That Uplifts Workers Alejandro, a former 10th grade dropout who got sober and started by painting, now runs a commercial painting company with almost 30 employees working on projects from boutique hotels to a $50 million Palm Beach renovation. His mission: reform how tradesmen and craftsmen get paid, and create a path for the immigrant workers on his crew, some of whom have been with him for six years, to build stable, legal lives in the US. Joe's read on the business: Alejandro is not really selling painting. He is selling connection, and his own unscripted story, told on camera with his art in the background, is more compelling marketing than any pitch he could write. Dean's closing point: art and authentic stories do not get sold, they get seen, and the fastest path forward for Alejandro is getting his story in front of the people who are already wired to respond to it. Resources: Watch the Replay Join the next I Love Marketing Live What's In It For Them? | Joe Polish's book on Genius Networking principles, referenced during the Profit Activator 8 discussion on referrals. The Road Less Stupid | Keith Cunningham's book and the source of the "thinking time" exercise Joe recommends to Ralph for mapping out a high ticket sale. Influence | Robert Cialdini's book, and the inspiration behind the "after dinner mint" reciprocity story Joe shares under Profit Activator 6. The Miracle Morning for Addiction Recovery | The book by Hal Elrod, Joe Polish, and Anna David that comes up while Joe explains his new daily walking habit. Strategic Coach | Dan Sullivan's coaching community and the subject of Andrew Stawick's hot seat on referrals for high ticket clients. 90 Minute Books | The book creation company Joe and Dean co-founded, referenced while explaining how a book like Convert More Leads ties back to Profit Activator 2. Breakthrough DNA | The free 8 Profit Activators report Joe tells new listeners to download at the top of the episode. Artists for Addicts | Joe's nonprofit, mentioned during the conversation about art, artists, and what actually gives art its value. Genius Network® | Joe Polish's Genius Network Group

Joe Polish is sitting inside Tony Jeary's Results Center in Dallas for this episode of I Love Marketing Live, a building built around a single obsession: helping people get results faster. Joe and Dean pull apart the wow package philosophy, the practice of using small, personal, physical gestures to cut through inboxes and mailboxes that are more crowded than ever, and they back it up with real numbers on why it works. Here's what you're about to discover in this conversation: Why Tony Jeary keeps a stack of pre-addressed, pre-stamped cards sitting on his desk after 30 years in business, and the simple system that makes sure not one relationship in his life goes unappreciated. The real math behind a $2.43 stamp, and why Dean Jackson says spending money on a mailing is actually the cheap option compared to what a free email is really costing you. The email exchange with Richard Branson that starts with old magazine covers found and Richard's one line reply about Playboy that has Joe laughing out loud. How a Dollar Tree pinata stuffed with over 1,000 postage stamps, mailed for $24.80 in postage by a guy named Mike Dimmock, ends up getting shared with tens of thousands of people. The one shoe direct mail trick Joe used in 1994 to get carpet cleaners past corporate gatekeepers, landing multi-thousand dollar commercial contracts nobody else could close. Dean Jackson's Return on Relationship formula, and why a 20 percent annual yield from the people who already trust you beats almost every dollar spent chasing brand new Customers. If you'd like to join world-renowned Entrepreneurs at the next Genius Network Event or want to learn more about Genius Network, go to www.GeniusNetworkEvents.com. Show Notes Live From the Results Center in Dallas Joe records this episode from inside Tony Jeary's Results Center, a Dallas building Tony built specifically to help Entrepreneurs and teams think better and get results faster. Joe got the invitation through his 100k Member Peter Thomas, an 88 year old Entrepreneur who used to run this same annual summit on his own yacht until he sold his boats and switched to chartering one instead. Tony has been in business 45 years, starting with his first Client in 1982, the grandson of the Founder of Hallmark Cards. Tony currently owns stakes in about 10 companies, including a mortgage company, and regularly brings groups of 12 to 15 employees through the Results Center to work on their thinking. Tony Jeary's 30 Year Handwritten Card Habit His system: keep a stack of pre-addressed, pre-stamped cards sitting in front of him at all times, so the only decision left is who to thank. He relies on his assistants to prompt him with who deserves recognition that week, because even someone intentional about appreciation forgets to do it without a system. Joe connects it to Dan Sullivan's referability habits: show up on time, do what you say, finish what you start, and say please and thank you. Why a Handwritten Note Beats a Free Email Joe argues relationships work like money: they either appreciate or depreciate depending on whether you keep watering them. Dean points out that most inboxes are packed but mailboxes are nearly empty, so a physical note almost always wins the fight for attention. Joe challenges anyone to spend an hour on an email campaign and get a better response than an hour spent writing personal cards. The plan: write one to ten handwritten cards a day, five days a week, and skip AI entirely so the process stays a meditative, personal one. The Richard Branson Magazine Email Exchange Digging through his archive, Joe finds a stack of old magazine covers featuring Richard Branson, saved from the years he ran Necker Island retreats before handing that business off to Yanik Silver. Joe emails Richard a short video of the covers, including one Playboy cover Branson appeared on. Richard writes back asking Joe not to go to any trouble, then jokes he isn't sure if it's his own photo or the other pictures that attracted him to the idea. The exchange becomes another example of using something already sitting in a drawer to reconnect with someone in your network. Moonshots and Multipliers: Turning a 2017 Book Into 90 New Videos For Genius Network's Alumni August, Joe pulls out Moonshots and Multipliers, a 2017 book built from Member interviews about big decisions, moonshots, and recommended reading. He and Eunice tear out each Member's individual page, record 90 personal videos responding to what that Member wrote, and mail the physical page back with Joe's handwritten notes on it. Every video asks the Member to update their thinking nine years later, which becomes the seed for a brand new edition of the book. Robert Cialdini's Influence and the Power of Reciprocity Joe records a message to send directly to his friend Robert Cialdini and his wife after bragging about Cialdini's book Influence during a speech to 500 people in Toronto. They recount Cialdini's own story about two strangers who exchanged Christmas cards for years without ever meeting, until a favor tied their families together across countries, a live demonstration of reciprocity, commitment, and consistency. Strategic Gifting and the Five Love Languages Tony pays tribute to his late friend John Ruhlin, and recommends Ruhlin's book on thoughtful business gifting. Tony shares his own $3.50 strategic gift: a deck of printed quote cards with a holder that recipients keep on their desks for years. Dean connects it back to Gary Chapman's Five Love Languages, pointing out that a physical, thoughtful gift is the rare gesture that can touch all five languages, physical touch, words of affirmation, acts of service, quality time, and gifts, in a single action. The Arithmetic of a $2.43 Stamp A listener asks how to decide which relationships justify the cost of an expensive stamp instead of trying to systematize the whole approach. Joe reframes the question: every business is really in the arithmetic business, and the right way to judge a mailing cost is against the lifetime value of the relationship, not the price of the stamp. He points out that free communication like email and social posts gets treated casually, while something that costs money to send signals real thought and care. Dean runs the number: mailing 1,000 people three times a year at $2.43 each comes to about $7,500, a small price against the revenue even a handful of those relationships can produce. Mike Dimick's Dollar Store Pinata Mike Dimick joins the call to explain why he mailed Joe a pinata stuffed with more than 1,000 postage stamps. The idea started after Mike received one of Joe's mailings in a bulky yellow envelope covered in 14 stamps, and he wondered whether Genius Network could put a bigger batch of stamps to use. Total cost: about $7 for the pinata at Dollar Tree plus $24.80 in priority shipping, and it worked because it got sorted straight into Gary Halbert's A pile instead of getting tossed with the junk mail. Joe turned the unboxing into a video that reached his entire audience, a return Mike never would have gotten by simply asking for the attention directly. The One Shoe Gatekeeper Strategy Back in the 1990s, Joe taught carpet cleaning companies a direct mail trick to get past corporate gatekeepers on commercial accounts: send one shoe, signature required, with a letter promising the matching shoe at a scheduled meeting. The campaign cost roughly $1,000 to $1,200 to mail to 10 decision makers and typically produced two to five callbacks and one or two appointments, most of which turned into multi-thousand dollar jobs. Joe admits that even when he taught the exact strategy to a room full of people at his $6,000 an hour consulting rate, most people still never acted on it, which is the real lesson: ideas only work if you actually use them. The Dominator Postcard and the Camelback Mountain House Dean pulls out an oversized postcard, roughly 18 by 12 inches, that he and Joe built to sell Joe's former house at the top of Camelback Mountain in Paradise Valley, Arizona. The headline: "An open letter to anyone who wonders what it would be like to live at the top of Camelback Mountain," mailed to everyone in the valley who could see the house from their own property. Dean's team nicknamed this postcard format the Dominator because its size and story completely take over a mailbox and get near universal attention. Joe reflects that without that campaign the house, which cost him over a million dollars and two and a half years to remodel, might never have sold at all. Return on Relationship: The Math of the After Unit Dean introduces Return on Relationship, a metric that measures how much revenue comes from people who already know, like, and trust you versus brand new Customers. His gold standard for a real estate agent's book of business is a 20 percent annual yield, meaning roughly one in five existing relationships produces a repeat sale or a referral each year. Dean's formula: calculate what your relationships would generate at a 20 percent yield, subtract what you are actually getting, and the gap is the revenue you are leaving on the table by not systematically nurturing your after unit. Joe closes by pointing to Genius Network's Annual Event in November as one more way to keep building the relationships this episode is all about. Resources Join the next I Love Marketing Live Tony Jeary Influence: The Psychology of Persuasion | Robert Cialdini's classic on the principles of persuasion, endorsed by Charlie Munger and Warren Buffett. Simple Numbers, Straight Talk, Big Profits! | Greg Crabtree's guide to understanding the financial math behind running a company. Giftology | John Ruhlin's book on using strategic, memorable gifts to deepen business relationships. The Transformation Economy | B. Joseph Pine II's follow up to The Experience Economy, on guiding customers to their own aspirations. What's In It For Them? | Joe Polish's book on the genius networking principles behind getting what you want by helping others get what they want. The Five Love Languages | Gary Chapman's framework for how people give and receive appreciation, referenced as a lens for strategic gifting. Word-of-Mouth Marketing | Jerry R. Wilson's book on turning unhappy clients into advocates through genuine gestures. Breakthrough DNA Report | I Love Marketing's free report on the eight Profit Activators, referenced as a resource worth rereading. Genius Network Annual Event | Applications are open now for Joe Polish's November event in Scottsdale, Arizona.

Joe Polish and Dean Jackson answer a question live from Chris at Clearfield Leadership: How do you use Dan Sullivan's unique ability concept to make your marketing stand out amid the noise? Joe breaks down what unique ability actually is, Dean ties it to his capability and cap gap framework, and the conversation moves into the E.L.F. vs. H.A.L.F. exercise, why pain is the greatest teacher every business has, and why the future of marketing depends on staying stubbornly human in the age of AI. Here's what you're about to discover in this conversation: Why Joe says Entrepreneurs give away their unique ability for free while charging full price for the stuff that's actually hard for them. Dan Sullivan's four levels of ability, incompetence, competence, excellence, and one more, and why excellent is not the level you want to build a business on. Why Joe calls himself "a multiplier, not a simplifier" and Dean the opposite, and what that reveals about how each of them should market. Dean's cap gap framework and the $4 million a year one hotel loses on a single restaurant, and why naming your gap as a loss is what moves you to act. The E.L.F. vs. H.A.L.F. exercise Joe uses on a single sheet of paper to sort every activity, person, and marketing initiative in his business. Why Joe says pain is a messenger. If you'd like to join world-renowned Entrepreneurs at the next Genius Network Event or want to learn more about Genius Network, go to www.GeniusNetworkEvents.com. Show Notes: Chris's Question: Where Unique Ability Meets Marketing Chris from Clearfield Leadership submits a question during an I Love Marketing Live Q&A: how do you use Dan Sullivan's unique ability concept to make your marketing stand out amid the noise? Joe reveals he and Dan Sullivan have discussed unique ability so much that the two are considering writing a book together on the concept. Dan Sullivan's Four Levels of Ability Dan Sullivan's framework breaks every activity into four levels: incompetence, competence, excellence, and unique ability. Excellence can still drain you. Joe's example is public speaking: you can be excellent at it and still find it hard and exhausting. Unique ability feels different. It gives you never ending energy, you're skilled at it without feeling like you're working, and it energizes rather than drains you. Dan Sullivan has noticed people often place no value on their unique ability because it doesn't feel like hard work, so they give it away for free and charge instead for the stuff that looks difficult. Joe's Unique Ability: Connection Through Interviews Joe defines his own unique ability as connection through interviews: curating discussions with high level people and generating endless amounts of ideas. He calls himself "a multiplier, not a simplifier," in contrast to Dean, who Joe says is one of the best marketing minds in the world because he's a simplifier. Every company Joe has built, Genius Network, Genius Recovery, and Ghost Town Cleator Arizona, and every book he's written trace back to the same theme: connection, built on the belief that the opposite of addiction is connection. Dean's Framework: Capability, Capacity, and the Cap Gap Dean builds on Joe's answer with his own model: capability is what you're able to do, capacity is how much of it you can take on, and the gap between the two is what he calls the cap gap. The bridge across that gap is your ability, whatever it takes to reach the people you're actually able to help. If someone has an outstanding capability to create a result but doesn't have the reach to find the right people, and has the capacity to serve twice as many clients as they currently do, that gap is exactly where unique ability and business strategy meet. Your unique ability as an entrepreneur becomes your business's unique ability once it's tied to a clear signature result people can see themselves in. Congruency: Marketing Something You're Actually Connected To Joe argues you can't be a great marketer, or enjoy marketing, if you're disconnected from what you're selling or how you're selling it. Part of congruency is choosing to market only what you feel genuinely aligned with, so you naturally attract people who are aligned with you. Joe points out that the best description of the Genius Network Annual Event is really just a restatement of his own unique ability: bringing people together, doing interviews, making connections, with some healing and service built in. Unique Ability Becomes the Offer Joe's direct answer to Chris: unique ability becomes the offer, and unique ability becomes the marketing. The more clarified you are on it, the more attractive you become. Dean Jackson is Joe's example: Dean's unique ability is simplifying, and the nine word email he invented is that unique ability expressed as marketing. Joe's advice for anyone chasing simplicity in their own marketing: study what Dean Jackson does. The E.L.F. vs. H.A.L.F. Exercise Joe hands Chris, and everyone listening, a simple diagnostic: draw a line down a piece of paper, label one side Easy, Lucrative, and Fun (E.L.F.), and the other side Hard, Annoying, Lame, and Frustrating (H.A.L.F.). List every activity, person, project, and marketing initiative currently in your business, and sort each one onto the E.L.F or H.A.L.F. side. Whatever falls inside your unique ability lands on the E.L.F side. It may not be lucrative yet, but it feels liberating rather than like grunt work. E.L.F is a result, not a starting point. Setting up an E.L.F business can be genuinely hard at first, and it doesn't arrive right out of the gate. When Your Life Is the Furthest Thing From E.L.F. Joe gets candid about what's currently hard in his own life: nonstop tinnitus and 70 percent hearing loss in his left ear since March 15, a possible fracture in a transverse process in his low back, and a knee injury. He frames these physical struggles as a metaphor for the stress that shows up in business, something to navigate rather than eliminate. If your activities and the people around you are constantly hard, annoying, lame, and frustrating, Joe says that's life's way of telling you to make a change. Pain as a Messenger and a Teacher Joe references the first chapter of his book, What's In It For Them, pain is a messenger, and describes how life creates pain until he pays attention to what's off track. Pain shows up no matter how well you plan. The real skill is learning to transcend it, navigate it, or accept it. The same pain that shows up in your life is what your prospects and clients are carrying too. Joe credits Richard Rossi with the line: wherever there's anxiety, there's opportunity. Naming the Cap Gap as a Loss Dean connects pain back to his cap gap framework: recognizing your cap gap and framing it as a loss, not just a missed opportunity, is what moves people to actually act. His example: Gamal Aziz's hotel is losing an estimated $4 million a year because of one underperforming restaurant. Framed as a loss instead of an opportunity, that number demands action. Dean references Joe Rogan's point about ancestors and anxiety medication: humans are wired to treat pain and threat as urgent, because the ones who weren't wired that way didn't survive to pass it on. Finding Your Own Pains to Remove Joe encourages listeners to become pain detectives in their own markets: find where people are hurting and build a business around removing it. He points to an attendee on the call as a real time example, noting that her business, if she really thought about it, is about finding the pains people have and helping remove them. He's careful to note this isn't about minimizing anyone's suffering. Some people are in pain severe enough that they can't function, and removing your own pain and suffering first makes you more capable as an Entrepreneur. Bringing Back I Love Marketing Chapters Joe and Dean talk about relaunching I Love Marketing chapters and meetup groups worldwide, something that existed in the early days of the show. Back in 2011 through 2013, more than 100 people met in person every single day around the world just to talk about what gets covered on I Love Marketing. During the live recording, the idea plays out in real time: Bantu volunteers to lead a South Africa chapter, Ramon immediately says he'd love to start a group in South Africa too, and the two are introduced to each other on the spot. Staying Human in the Age of AI Joe's closing message: in a world moving toward AI, stay connected to real humans, go out and meet people, and handwrite cards instead of letting your brain get lazy. Resources: I Love Marketing | Subscribe to the show and get show notes for every episode. Breakthrough DNA | Free report from Dean Jackson and Joe Polish covering the three units (before, during, after) and the eight profit activators. Genius Network Annual Event | For Entrepreneurs running a $1 million plus per year business. What's In It For Them | Joe Polish's book, opens with the chapter "pain is a messenger." Strategic Coach: Unique Ability | Dan Sullivan's concept behind this entire conversation. The Nine Word Email | Dean Jackson's signature lead conversion tool, referenced as unique ability turned into marketing. Genius Recovery | Joe Polish's addiction recovery nonprofit, built on the idea that the opposite of addiction is connection. Join the next I Love Marketing Live

Recorded during an I Love Marketing Live Event, Joe Polish and Dean Jackson open the mic to real audience questions about marketing wins and roadblocks. What starts as a listener's success story with the nine word email turns into a wide open conversation about ethics, attention, and why your email inbox might be the most valuable piece of real estate you own. Here's what you're about to discover in this conversation: Why a periodontal equipment company's LinkedIn message, built around one simple question, helped them land a number one Google ranking for an industry award, even though competitors had used the exact same words for 100 years. The real reason Joe says some people apply an idea and transform their results while others swear they "didn't learn anything today" (it has nothing to do with the content). Why Joe believes the only thing you should ever be "above" in marketing is being unethical, and what happens when you get someone's money but never earn their trust. Dean's "more cheese, less whiskers" rule for why you never have to convince a mouse to want the cheese you're already offering. The scientific calculator math to figure out exactly how many minutes of human attention exist on Earth in a single day, and why it makes attention the most scarce resource alive. Why Dean says your email inbox, not TikTok or YouTube, is still the most intimate piece of real estate you can own, and the one open rate metric your mom already has that you don't. If you'd like to join world-renowned Entrepreneurs at the next Genius Network Event or want to learn more about Genius Network, go to www.GeniusNetwork.com. Show Notes: A Listener's Win: The Nine Word Email Meets What's In It For Them John and Amy's team, who provide equipment and services for oral surgeons and periodontists, rebuilt their LinkedIn messaging around one question: "What would move the needle for your periodontal practice?" Applying the same What's In It For Them thinking to their industry's Hero Awards helped them land a number one page on Google, even though competitors had used identical language for 100 years. Joe credits the win to actually applying an idea, not searching for a newer one. Why Some People Apply an Idea and Others Don't Joe says he has watched people stand up in seminars and credit a single tactic, like the nine word email, for generating massive new business. In the same room, someone else insists they "didn't learn anything," prompting Joe to wonder why the same idea lands for one person and not another. His theory: it comes down to the vantage point you're listening from, not the content itself. The One Thing You Should Be "Above" in Marketing Joe argues the only thing worth being above in marketing is being unethical, not marketing itself. He distinguishes between "effective" and "ethical": you can sell someone something and still leave them worse off. Real marketing, in Joe's view, means the Client is happy with the outcome, not just that money changed hands. Money vs. Trust Joe says you might get someone's money without ever earning their trust. People love to be sold, he says, but they hate to be pressured; the difference determines whether a sale builds or breaks a relationship. The goal is to build the relationship alongside the transaction, not instead of it. Attracting the Right People and Repelling the Wrong Ones Joe points out that a small percentage of people are simply incapable of being happy, no matter what you do for them. He compares this to the small percentage of the population that are sociopaths or predators, always looking for who to take advantage of. Good marketing should be built to attract who you want and repel who you don't, even though no system does this perfectly. The Nine Word Email as an Outwardly Focused Question Dean highlights why the nine word email works: it's a single outward focused question, like "What would move the needle for your periodontal practice?" It works as a conversation starter whether you're initiating contact or replying to someone who reached out first. The key is appearing genuinely interested in the other person's outcome, not pushing your own solution. Cutting Through the Noise with WIIFM Dean says everyone is tuned to their favorite radio station, WIIFM: What's In It For Me. A message that sends a crystal clear signal of value can be "whispered" and people will still pick it up, no shouting required. The nine word email works because it's direct enough to cut through without competing on volume. Signature Result: Selling What They Want, Delivering What They Need Dean frames the challenge as giving people what they want so you can eventually give them what they need. Example: business owners want more cash, but what they really want is what that cash lets them do or become. Getting clear on your signature result, and describing it the right way, helps that message land. What Genius Network Actually Sells Joe admits that on paper, no one wakes up wanting to join a mastermind that costs tens of thousands of dollars a year. What he's really selling is helping high achieving, ambitious Entrepreneurs reduce suffering in their minds, addictions, and ambitions, framed around what he calls E.L.F: Easy, Lucrative, and Fun. He acknowledges that message is hard to headline directly, so it has to be conveyed and delivered in layers. The Hidden Cost of Being a Caring Marketer Joe shares what he calls an unpopular opinion: caring deeply about a world class client experience can put you at a disadvantage next to competitors with no empathy who will say anything to close a sale. He asks Dean how a caring business owner can still create the emotional engagement needed to earn attention, without resorting to a bait and switch. More Cheese, Less Whiskers Dean answers with his "more cheese, less whiskers" rule: you don't need to convince a mouse to want cheese, you just need to offer cheese. The real work is getting clear on the outcome you produce and aligning your offer to it, rather than trying to talk someone into wanting something else. Dean's diagnostic question: what would you do for a client if you only got paid when they got the result? The Global Attention Economy Dean breaks down the math: each person has about 1,000 minutes of attention available per day, and most Americans spend around 450 of those minutes looking at screens. Joe adds that 500 hours of video are uploaded to YouTube every minute, piling onto billions of hours of existing content competing for that same attention. Joe and Eben Pagan once used scientific calculators to compute total global attention units: 1,000 minutes times roughly 8 billion people. Why the Inbox Beats TikTok, Facebook, and YouTube Dean calls the email inbox one of the most intimate input channels people check daily, sitting alongside messages from their mom, spouse, and kids. He notes that your mom effectively has a 100% open rate because the relationship, not the platform, earns the attention. Building a first party relationship where people welcome you into their inbox lets you direct action directly, unlike building an audience you don't own on a rented platform. Resources: Attend the next Genius Network Event The 9 Word Email | Dean Jackson's outward focused re-engagement email, referenced throughout this episode. What's In It For Them? by Joe Polish | Joe's book on the networking and marketing principle discussed at the top of the episode. Genius Network | Joe Polish's mastermind community for high achieving Entrepreneurs. Eben Pagan Training Join the next I Love Marketing Live

Joe Polish and Dean Jackson host a I Love Marketing Live, answering two questions the audience submitted on marketing wins and roadblocks: how a newer Entrepreneur cuts through the noise, and how a local service business turns website clicks into real trust. The conversation runs from Dean's blunt case for why crack sells itself to Joe's confession about his own monkey mind, and lands on a single reframe: the signature result you'd deliver if you only got paid for the outcome, and the one list of relationships that actually cuts through the noise. Here's what you're about to discover in this conversation: The blunt Chris Rock line Dean uses to explain why nobody sells crack, crack sells itself, and what it means for the way you position your own product. The one question Dean says defines a real business: what would you do if you only got paid when your client actually got the result? How Dean was sitting three feet from the exact person who could solve his website integration problem for weeks, separated only by a pane of Starbucks glass. The "What's In It for Them" alignment model Dean compares to magnets, and why it instantly cements trust instead of repelling it. Building a list of the 10 to 20 highest leverage relationships in your business, and why that list matters more than any tactic. If you'd like to join world-renowned Entrepreneurs at the next Genius Network Event or want to learn more about Genius Network, go to www.GeniusNetwork.com. Show Notes: Dean's Signature Result Question Dean says the single most important question any business owner can ask is what result they would create if they only got paid when the Client actually got that result. He connects this directly to the transition point where new Entrepreneurs get stuck trying to pick a direction or an offer. Why Nobody Sells Crack (Crack Sells Itself) Dean uses Chris Rock's famous line to make the point that a strong enough product sells itself. He challenges listeners to find the version of their product that people would line up for at 2 in the morning. What's In It For Them: The Magnetic Model Dean and Joe describe self-interest as a universal default. Nearly everyone is thinking about themselves, not about how to help you. Dean compares alignment with a Customer's desires to a magnet flipping around: repulsion becomes an unbreakable bond once you're facing the same direction. The "What's In It For Them" question should be completely ingrained in how an Entrepreneur thinks. Joe's Monkey Mind and the Real Fundamentals Joe openly says he is a highly distracted person and would never claim to be naturally good at focus. He describes building architecture, scaffolding, and outside help just to function, and admits he still struggles with what people call time management. He reframes the real skill as managing priorities and energy rather than managing time, and lists the fundamentals he refuses to skip: real food, water, sunshine, sleep, and limiting screen time. Employee Mindset vs. the Results Economy The employee mindset as getting paid for time and effort: hours logged, shifts worked, salary collected regardless of outcome. The Entrepreneur only gets paid for results, whether that means 100 hours a week and going broke or two hours a week and becoming a millionaire. The Entrepreneur does not eat if they do not catch a fish, even if the people around them still get paid. The Shadow Self and Negative Self-Talk Joe describes most of his internal dialogue across his career as harsh and self-critical rather than encouraging. He frames this as a devil and angel dynamic on the shoulder, and connects it to how people with ADD often default into a negative internal loop. Part of the work, he says, is directing that same creative energy toward solving problems instead of beating yourself up. Keith Cunningham's Thinking Time and the 50 Minute Focus Finder Joe references his friend Keith Cunningham's book The Road Less Stupid and its Thinking Time chapter, where you sit, write, and let a single question or opportunity percolate. He points listeners back to Dean's 50 Minute Focus Finder, one of the very first I Love Marketing episodes, as a process for dumping and organizing everything in your brain. New business owners, Joe says, need to give their brain time to percolate on something new, even after years in business. The Dan Sullivan Distinction: Time and Effort vs. Results Joe credits Dan Sullivan of Strategic Coach with first articulating the shift from a time and effort economy to a results economy the moment someone decides to run a business. Cutting through the noise, in Joe's framing, comes down to focus on what actually matters rather than everything that could matter. Build Your List of 10 to 20 Highest Leverage Relationships Make a list of the top 10 to 20 highest leverage relationships in your business or life. Give those specific people real time and attention through the lens of what's in it for them, and they will help you get what you want in return. Wayne's Question: Turning Clicks Into Trust on a Small Budget Wayne asks how a local service business with a small audience and limited ad budget should structure front end offers and follow ups. His goal: give away genuinely useful work up front and build a repeatable path from first attention to real customer action, without it feeling like a pitch. The Starbucks Story: Sitting Feet Away From the Answer Dean tells the story of sitting on a Starbucks patio in Winter Haven, Florida with his operations guy Stuart, separated by a pane of glass from Wayne, who was working at a table inside. Weeks later a casual conversation revealed Wayne did exactly the WordPress integration work Dean needed, and Wayne went on to do a lot of great work with them. Know your signature result clearly enough that a stranger understands what you do in the first exchange. Resources: What's in It for Them? by Joe Polish | Joe's book on the networking principle referenced throughout the episode. The Road Less Stupid by Keith Cunningham | The book behind the Thinking Time process Joe references. Focus Finder: Take Control of Your Time and Improve Productivity | The I Love Marketing episode featuring Dean's 50 Minute Focus Finder. Strategic Coach with Dan Sullivan | The coaching program behind the results economy distinction Joe credits to Dan Sullivan. 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