Today on the More Cheese Less Whiskers podcast we're talking with Cheryl Pinkard from New York, where she is in a very unique position of being able to deliver a result, a very particular result, for a very particular group of people.
Now before you listen to what she does, it's more important to remember that this is exactly the same situation all coaches, consultants, service providers are in right now. Regardless of how unique or not your business is, you have the ability to deliver or show somebody how to get a result.
You'll hear in this episode that often the biggest frustration is that you spend a lot of time convincing people you can do it and showing them how to do it, rather than being able to deliver the result for people.
So we had a great conversation looking at the different models, or ways to present your outcome, and the psychology of how people think about buying the result rather than the service.
You're going to enjoy this episode. There is a lot to take from it no matter what sort of advice or coaching or service you offer to other people.
Read moreToday on the More Cheese Less Whiskers podcast, we're going to continue the Email Mastery journey we started last week.
One of my favorite magic tricks to do with a new business is to look at how we can use what we call a 9-word email and simply send an email to your unconverted prospects and saying, 'Are you still looking for a home in Georgetown?' or 'Are you still planning a trip to Israel?' or 'Are you still looking for a yacht?', to check in with someone who's been on your list, but who hasn't yet taken any action.
It's been magical to see the results we've been able to get, and this episode is the continuation of the Q&A calls we did when I was running full-page ads in success magazine, generating leads for our Email Mastery Academy. I used the 9-word email idea as content for the ad, the Email Mastery book as the offer to collect their details, and then followed up with an email... 'I'm getting together with a few people to talk about 9-word emails, would you like to join us?'
The calls were with people who I didn't yet know. They read the ad in the magazine, we gave them all the information on how to do it themselves, and they were willing to join in when I offered the call.
You're going to really enjoy this episode, but more importantly, let's think about what your 9-word email could do, and what we could do to get results for you.
Read moreToday on the More Cheese Less Whiskers podcast I've got something special I'd love for you to hear.
Two or three years ago, I was running full-page ads in Success Magazine telling about 'The Amazing Nine-Word Email That Revives Read Leads'. I was experimenting with a new approach to engaging with people who would respond to the ad, and it was really interesting because people who responded would call the ad, an article.
I've posted the article in the show notes so you can see what I was doing, but the amazing thing was, we ran that ad for several months and averaged a 68% opt in on the landing page. This was cold traffic from a magazine ad, and what was even more amazing was that we would get over 40% engagement once people responded and left their name and email address.
I used a very simple sequence to engage with people who requested a copy of the Email Mastery book.
After they received a copy I'd invite people to get together with me on the phone to brainstorm some of their nine-word emails and subject lines. We would have group calls just like the very first one I'm going to share with you today, and you can see the landing page at emailmastery.com so you can reverse-engineer the process to see how it works.
What was amazing to me was hearing people I've never met before, coming on and sharing the results they were getting with the nine-word email they read about in my 'article' in Success Magazine.
There are lots of lessons to deconstruct here I want you to hear this because I'm going to deconstruct the process and share with you exactly how you can apply it to your business.
Read moreToday on the More Cheese Less Whiskers podcast we have another special treat.
I’ve been on a whirlwind tour over the last few weeks in Toronto, Chicago, Phoenix and recently, St Petersburg back here in Florida where I was speaking at an event with my good friend James Schramko.
You’ll remember James from our periodic podcasts. Normally I go to Australia each year in August and we record a special episode catching up on the previous year in Marketing. James is an amazing entrepreneur. He has a wonderful business. He lives in a beach community just outside Sydney where he surfs every day, and his lifestyle business allows him to do what he wants, when he wants.
We have a lot in common and we have a lot of great conversations when we're together.
We decided to go ahead and record our podcasts now, before I go to Australia in a few weeks, and in this conversation we talk a lot about lifestyle elements of your business.
I think you’re going to enjoy this episode.
Read moreToday on the More Cheese Less Whiskers podcast, we're talking with Kevin Kula from San Diego, where he has a great business as the self-described, Runners Repairman.
We got to talk about naming and the idea that the 'runners repairman' says all the right things, and describes exactly what you are about, just when you hear the name.
Kevin actually has an incredible depth of knowledge and information that can be helpful to anybody who is a competitive runner, so we also talked about this idea of gathering what is largely an invisible audience and building a community of people who are your ideal prospects.
Lots of points you can apply to your business in this one. You're going to enjoy this episode.
Read moreToday on the More Cheese Less Whiskers podcast, we're talking with Darren Kirby all the way from the UK.
Darren does something pretty neat. He works with dads as his target audience, but dads who want to be fit, energetic, and have the extra energy they want to really enjoy their life, play with their kids and be there for their family.
We talked a lot about the idea of gathering that very specific target audience and creating the tools that allow them to identify themselves as the person he's trying to reach.
We talked about the idea of creating some activators or a manifesto that will help dads identify where they are, and what they need to work on to really live this energetic life.
This was a great conversation. I really enjoy it when people are crystal clear on who their target audience is because it unlocks the conversation about building that audience, communicating with that audience, and leading that audience to the next steps.
Read moreToday on the More Cheese Less Whiskers podcast, we're talking with Gorana Angert from here in Florida.
I've known Gorana for a few years now. She's been to a Breakthrough Blueprint event. She's in our Email Mastery program, so I had some context with her, and when she asked to be on the podcast to talk about an exciting new venture she's doing, I was game.
I think this is going to be a very important conversation because as we're moving into the 2020s now, it's a chance to reevaluate where we are.
I always love to think about it like this; we're coming into our first proper decade of the new millennium. As we're moving into the 20s, so much has changed. We literally have the ability to create our own television network, our own radio network, our own printing press.
We've had the chance to do all of these things for some time, but I think we're coming to a time now where we can really take it that seriously. Just like a 'real' television network or a 'real' radio network.
We had a really great discussion about the context of creating content in the new world, in a way that attracts the right audience and has the biggest impact in the world, the world you want to have an impact in.
So big thoughts, big moves in this episode, and I can't wait to hear your thoughts.
Read moreToday on the More Cheese Less Whiskers podcast we're talking with Mark Evans from Wisconsin, and Mark has a really great business helping entrepreneurs, with companies around $1-5 million, build and deploy sales teams to grow their businesses.
We had a really great discussion about the impact of what he does, the result, versus the mechanism that he uses to do it.
A lot of the time, people who help people 'do things' focus on the mechanism, the track they follow, the product, how much they actually do for people, instead of focusing on the outcome, the results of what is being produced.
So that's what we talked about today. Focusing on what it would mean to focus exclusively on the result you're able to create.
There are a lot of great ideas here to help you focus more on what people really want — the results.
Read moreToday on the More Cheese Less Whiskers podcast we're talking with Jose Camacho, who has a really great business helping people remodel their bathrooms from their 5,000 square foot showroom in Miami.
We talked about a lot of the potential he has in the before unit for different target audiences, and it's going to be a good exercise for you to hear how we go through the process of selecting one.
The big opportunities though maybe in the during unit and after unit and the conversation developed as we talked about each of these.
I think you'll find this one very thought-provoking for your own business.
Read moreToday on the More Cheese Less Whiskers podcast we have a great show for you.
It's September, a new school year here in Florida. I always love to think of my time as an academic year, and before I get started, it's great to look back over the summer.
This year I again got to go to London, Amsterdam, and Toronto, and while in Amsterdam for our 4th annual Breakthrough Blueprint event with my good friend Elko de Boer, one of the things that we do is record our Periodic Podcast. It's a kind of 'year in marketing' review for both of us.
We talked about a lot of the things that we've done over the last 12 months, compare notes, reflect on our successes, and talk about what we see for the future.
It's a delightful episode to listen to, and it's a nice thing to set the scene on my marketing world view as I look forward to November this year when I go to Australia and do the same thing with James Schramko.
I always love talking with Eelco, and this is a great episode with lots of ideas for the year ahead.
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