Finding invisible prospects is often the biggest challenge for service businesses.

Today on the More Cheese Less Whiskers podcast, We're talking with Megan Cannon, owner of Back to Balance Counseling and Consulting in the western suburbs of Chicago about an 'I want that' response in people.

Megan specializes in helping high achievers, overwhelmed parents, and anxious teenagers find relief through empirically supported treatments. Her practice is thriving with over a thousand sessions monthly, but she's looking to grow her team and reach more daytime clients.

We explored how to create a "prospect vending machine" by using targeted ways to transform invisible prospects into visible ones. Rather than just positioning to be selected through referrals or social media, we discussed proactively identifying people who need help with anxiety, OCD, and executive burnout within her five-mile radius.

The conversation revealed how offering valuable content like a book can both generate new leads and enhance referrals, turning "refer a friend" into the more powerful "give a friend" approach.

Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Dr. Joseph Tanti, a chiropractor who recently purchased a 30-year established practice in Edmonton, Alberta.

We talked about increasing his Return-on-Relationships, measuring spines under management and creating systems to orchestrate referrals rather than just hoping for them by using something like the World's Most Interesting Postcard to 'program' patients to notice high-probability conversations about back pain, sciatica, or other conditions he treats.

We also explored how targeting specific conditions with lead magnets can transform invisible prospects into visible ones within his five-mile radius. Books like the Plantar Fasciitis Solution, are great ways that people identify themselves as exactly the person who needs your help.

These approaches work for all sorts of businesses where customers might not recognize all the ways you can help them.

Family businesses need more than just legal documents to secure their legacy.

Today on the More Cheese Less Whiskers podcast, we’re talking with Paul Deloughery, a probate and estate planning attorney with over 25 years of experience working with business owners and families.

We explore how Paul can apply the Before Unit framework to attract his ideal clients - business owners who need more than standard estate planning. By selecting the right audience and creating a compelling offer like his "family benefits plan," he can build trust before prospects even consider hiring him. This approach transforms his service from reactive problem-solving to proactive relationship building.

Paul's story about reuniting an estranged family shows the power of this approach. Rather than waiting until after death creates painful conflicts, he's creating a new category of service that addresses the underlying dynamics. This perfectly demonstrates how patiently educating and motivating people, and presenting the right offer can create breakthrough results for professional service providers.

Today on the More Cheese Less Whiskers podcast we're talking with Aaron McRann from Penticton BC, and Aaron has a really neat product that helps people with wrist pain, to do bodyweight exercises, push ups, and things like that without any pain.

This came out of a personal issue he was having and he figured out a way, with some ingenuity, to create these pushup blocks that allowed him to do pushups and body weight exercises without any pain.

Now the issue is how do we get those in front of people who have this type of pain.

This is a little bit of a different episode than we normally have because it's with someone with a physical product that solves one specific issue.

We had a really great conversation and we went through the Before Unit profit activators and how we would approach this idea of solving all the wrist pain in the world by starting with all the wrist pain in Kentucky and BC.

This week on the More Cheese Less Whiskers podcast, we're continuing the conversation I had with my good friend James Schramko.

Last week we focused on what was happening with James on that side of the planet; this week, I bring James up to speed on everything I've been doing.

It was a great conversation, including piggybacking business models, measuring success, and... how to start a makeup business!

Last year, for obvious reasons, I didn't get to visit Australia for my annual Breakthrough Blueprint, and a two weeks' stay in Manly.

So, this week I’m catching up with my good friend James Schramko to compare our work routines, what our daily schedule looks like, how we’re dealing with the changes of the last year , and what our plans look like for the future.

It’s always great to see what’s on the other side of the planet!

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.