『I Love Marketing』のカバーアート

I Love Marketing

I Love Marketing

著者： Joe Polish and Dean Jackson
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I Love Marketing is an ever expanding world-wide community of people that love marketing and want to keep innovating and learning. This podcast is for Entrepreneurs, small business owners or even start-ups that want inspiration and ACTIONABLE marketing strategies about direct mail ideas, lead generation, lead conversion, getting referrals, email marketing and more. Joe and Dean also discuss psychology, books, people and productivity delivered every Monday to help jump start your week! マーケティング マーケティング・セールス 経済学
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  • Marketing Wins and Roadblocks: The Cap Gap, The Chainsaw, and The Arithmetic Business with Joe Polish and Dean Jackson - I Love Marketing Episode #479

    Marketing Wins and Roadblocks: The Cap Gap, The Chainsaw, and The Arithmetic Business with Joe Polish and Dean Jackson - I Love Marketing Episode #479
    2026/07/24
    Joe Polish and Dean Jackson host a live I Love Marketing session built entirely around audience questions submitted on marketing wins and roadblocks. The conversation runs from AI as a chainsaw in a lumberjack's hands to the 16-year origin story of I Love Marketing itself, and lands on a single reframe: the signature result you would deliver if you only got paid for outcomes. Here's what you're about to discover in this conversation: Why Joe compares today's AI tools to handing a lumberjack ten million lightsabers, and the one question he says determines whether that power builds a business or buries it.The real reason Joe registered "I Hate Marketing.com" back in 2010, and the no-selling rule he and Dean kept until a listener complained they weren't promoting anything at all.Dean's "cap gap": the math behind how Gamal Aziz turned a profitable $4 million MGM Grand restaurant into an $11 million one by booking it as a loss.The journal prompt Dean uses to expose what people are actually being paid for: "What would you do if you only got paid when your client got the result?"Why Joe once had to loan Gary Halbert rent money despite the hundreds of millions that passed through his hands, and the phrase Halbert used to describe himself that Joe now recognizes as undiagnosed ADHD.Why Joe tells hydrogen water Entrepreneur TK that the real competitor isn't another water brand on the shelf, it's Coca-Cola and Pepsi fighting for "stomach share." 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: The AEO Roadblock Joe names his current roadblock as learning answer engine optimization (AEO) versus SEO.He credits Genius Network Members for helping him navigate the positioning shift. AI as a Chainsaw, Then Ten Million Lightsabers Joe compares adopting AI to a 30-year lumberjack discovering a chainsaw: the tool doesn't replace the skill, it multiplies it.He extends the metaphor: AI now hands Entrepreneurs "10 million lightsabers," and the real roadblock is letting go of old habits, not the technology itself.Dean picks up the analogy and pushes further: a chainsaw is only useful once you actually point it at a tree. "To What End" Is the Real AI Question Dean reframes AI adoption around bankable results: more leads, more appointments closed, more sales, more referrals, more long-term relationships.He warns against becoming an expert at operating the tool without ever asking what it's for. The Highest Achievers Live With the Highest Dissatisfaction Joe quotes his friend Dave Kekich: "the world's highest achievers live with the highest levels of dissatisfaction."He connects it to the paradox of being your own boss: the best and worst thing about it is the same thing. Why "I Love Marketing" Almost Launched as "I Hate Marketing.com" Joe reveals he originally registered I Hate Marketing.com, aiming at people who'd never had marketing work for them.The podcast began in late 2009 after a single conversation between Joe and Dean that they thought other business owners would find valuable.I Love Marketing has run for 16 years and helped inspire other podcasts to launch, including nudging Tim Ferriss toward the format. Teach First, Sell Never (Until Someone Complains) Joe and Dean deliberately avoided pitching anything on the podcast for its early run.The rule held until a listener posted that they didn't understand why the hosts never tried to sell anything.Joe's takeaway: real value creates demand on its own, though a hobby project still can't pay the rent. The Signature Result Framework Dean defines a signature result as the outcome you'd create for someone if they simply got out of your way and let you do it.He compares most businesses to a "fire hydrant of value" metered out through the "garden hose" of a current pricing model.The prompt to test on your own business: what would you do if you only got paid when the client got the result? The Cap Gap Dean names the gap between your capability and your current output your "cap gap," the money you're losing by not filling that gap.He illustrates it with Gamal Aziz, who ran the MGM Grand and asked "how high is high" of every revenue line on the P&L.Aziz booked his own profitable $4 million restaurant as a $4 million loss, rebuilt it with chef Michael Mina into Nobhill, and did $11 million in sales the first year. Gary Halbert and the Arithmetic Business Joe recalls his friendship with the late direct response legend Gary Halbert, who had hundreds of millions of dollars pass through his hands and saved none of it.Halbert called himself "an edge walker," a phrase Joe now recognizes as a description of undiagnosed ADHD.Halbert's core lesson: "you're in the arithmetic business," no matter what you sell. What to Creatively Destroy Joe argues breakthroughs require breaking something first: a mindset, a business model, or a relationship that's no longer aligned.He ...
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    28 分
  • Fun Follow Up Sales Tips: The Fun Finale I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #478

    Fun Follow Up Sales Tips: The Fun Finale I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #478
    2026/07/17
    At a live I Love Marketing event, Joe Polish and Dean Jackson dig into the follow up emails nobody thinks twice about, and why that's exactly the opportunity. From Derek Sivers' legendary CD Baby letter to Jesse Cole's billion dollar Savannah Bananas, Joe and Dean make the case that the fastest way to grow word of mouth is to make the forgettable moments memorable. Here's a glance at what you'll learn from Joe and Dean in this episode: Why the most opened email CD Baby ever sent wasn't a sales pitch or a newsletter, it was the receipt, straight from the discovery that changed how Derek Sivers wrote to Customers.The 20 minute email Derek Sivers wrote in 1998 that packs in a team of 50 employees, a private jet, and an entire town waving goodbye.Why searching "private CD Baby jet" online still turns up thousands of results decades later, and what that says about what actually makes people forward your email to their friends.How Jesse Cole turned a struggling baseball team into a billion dollar company by asking one weird question: what makes us the yellow tux in a sea of gray suits? Show Notes Why the Receipt Beats the Newsletter CD Baby discovered its shipping confirmation email was the most opened email it ever sent.Most companies default to a flat "here's your confirmation number" message at exactly the moment a customer is most excited.Dean frames every touchpoint in a customer's timeline, including a receipt, as an opportunity to add fun. The Letter That Started It All Derek Sivers wrote the first version of the CD Baby shipping email as a plain, forgettable confirmation.After a few months it felt incongruent with his mission to make people smile, so he spent 20 minutes writing something goofier.He later titled it "the most successful email I ever wrote" on his own blog. Inside the Actual Letter Sterilized, contamination free gloves and a satin pillow cradle the CD before it ships.Fifty employees inspect and polish the disc, and a packing specialist from Japan lights a candle before it's boxed.The whole town of Portland marches to the post office to wave the package off on the "private CD Baby jet."The Customer's picture goes up on the wall as "Customer of the year." What One Email Created Search "private CD Baby jet" online today and you'll still find thousands of results.Each result is someone who received the email, loved it, and posted it to share with friends.One goofy, 20 minute email turned into thousands of new Customers through pure word of mouth. Tiny Details Over Big Plans Joe and Dean's core lesson: business owners often chase "world changing massive action plans" when a small, delightful detail does more to make people talk.The CD Baby letter cost nothing extra to send, it just took intention.AI now makes it easier than ever to draft your own version of a delightful follow up. Every Touchpoint Is an Opportunity Dean's framing: every moment in a Customer's timeline, before, during, or after the sale, is a chance to inject personality.A confirmation email, a shipping notice, or a thank you note can all carry the same spirit as the CD Baby letter. Jesse Cole and the Savannah Bananas Joe points to Jesse Cole, owner of the Savannah Bananas, as another example of fun driving results.Cole's book Find Your Yellow Tux argues that standing out beats blending in.The Savannah Bananas grew into a billion dollar company, and one player has a bigger social media following than many Major League Baseball stars. Resources The Most Successful Email I Ever Wrote | Derek Sivers' blog post containing the full CD Baby shipping confirmation letter.How To Live: Derek Sivers' Most Valuable Life Lessons | Joe Polish's GeniusHow To Achieve More by Doing Less | Lessons from Derek Sivers Network interview with Derek Sivers.Find Your Yellow Tux | Jesse Cole's book on standing out in business.The Savannah Bananas | Jesse Cole's fan first baseball team, built on the "make it fun" philosophy discussed in the episode.How to Be Successful by Standing Out: Find Your Yellow Tux | The earlier I Love Marketing episode with Jesse ColeBuilding, Scaling, and Selling: 35 Years of Lessons from Three Exits | Joe Polish's interview with Mark Rukavina, founder of iMemories.CD Baby | The online music distributor at the center of the episode's story.Genius Network | Attend the Next Genius Network Event.I Love Marketing | Subscribe and Join the Next Live I Love Marketing Podcast.
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    7 分
  • Selling Boring, Confusing, or Depressing: How to Make Marketing Fun I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #477

    Selling Boring, Confusing, or Depressing: How to Make Marketing Fun I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #477
    2026/07/10
    At a live I Love Marketing event, Joe Polish and Dean Jackson answer the question every marketer eventually runs into: how do you sell something people find confusing, boring, or depressing? Joe and Dean answer with a swing through David Ogilvy, Gene Schwartz, and David Sandler, and one of the strangest, funniest product launches. Here's a glance at what you'll learn from Joe and Dean in this episode: Why Joe Polish says you cannot bore people into buying, straight from a rule David Ogilvy wrote decades ago that still holds up today.The exact moment you sabotage a "boring" product, according to Joe, and why believing it's boring is the real problem.Why nobody buys the flight, the hotel, or the TSA line: the destination versus travel distinction that reframes any hard to sell offer.Inside Slick Feet 50, the $59 lotion that never claimed to do anything, and how Dean and world champion barefoot skier Lane Bowers turned it into one of his most fun launches ever.The "confession" email disguised as a leaked Water Ski Magazine press release, and why customers asking "is this even real?" was exactly the point. Show Notes The Question: Selling Something Boring, Confusing, or Depressing Joe and Dean demonstrate how to use fun to sell a product or service that people assume is confusing, boring, or depressing.Joe frames the answer around delivery and framing before anything else. You Cannot Bore People Into Buying Joe cites David Ogilvy's Ogilvy on Advertising and Ogilvy's rule that boring people never sells.Even genuinely exciting products fail if the delivery is flat. Desire Already Has to Exist Joe brings in Gene Schwartz's Breakthrough Advertising and the idea that marketing cannot manufacture desire from nothing.Every person already has "a pilot light" of interest that marketing has to turn up, not create from scratch.It is less about what you say and more about how you say it. Marketing With People, Not At Them The founding purpose of I Love Marketing: most people underestimate how important marketing actually is.Framing marketing as something you do "at" someone instead of "for" them changes the entire interaction. The Trap of Believing Your Own Product Is Boring Joe says if you believe your product is boring, you have already talked yourself into a harder sale.You have to actually believe there is a real benefit before you can sell one. Pain Selling: Features vs. Benefits Joe references David Sandler's book on pain selling, noting that a feature is what a product does and a benefit is what it does for the buyer.Even a "boring" product can be sold hard if you focus on what it actually does for the person buying it. Sell the Destination, Not the Travel Joe compares selling to booking a trip: nobody wants the delayed flights or the TSA line, they want the beach in Hawaii.The lesson applies to any offer: sell what the buyer arrives at, not the process of getting there.People do want to hear about the "labor pains," but only because they want to see the baby. The Slick Feet 50 Origin Story Dean's favorite marketing memory involves his friend Lane Bowers, a former world champion barefoot water skier, and his $59 training DVD.They created "Slick Feet 50," a fictional magic lotion for the bottom of your feet, packaged as the "Slick Feet 50 Barefoot Success System."The system layered up a full ritual: apply the lotion, elevate your feet for two hours, watch the two hour instructional DVD, sleep eight hours, and wake up a better skier. The Confession Email The launch email had the subject line "Confession" and read like a personal heads up before a Water Ski Magazine story broke.The linked "press release" had Lane Bowers swearing under oath that Slick Feet 50 contained no illegal performance enhancers and should be legal for international competition. Tongue-in-Cheek Marketing That People Question (and Love) Kids and even a doctor asked Lane and Dean if Slick Feet 50 was "real," comparing it to finding out Santa isn't real.Dean says the product was always sold with a wink, and the skepticism itself became part of the fun. Ritualizing Compliance With a Wink Dean and John Benson later laughed almost to tears designing a "weight loss pebble" you keep in your pocket and touch before every meal, paired with John's actual diet system.The idea was never that the pebble did anything on its own. It was a way to ritualize following the real system underneath it. Why Fun and Curiosity Sell Better Than "Serious" Marketing Across every example, the common thread is a system wrapped in enough curiosity and humor that people want to follow it.It is not the product that has to change, it is how it gets framed and delivered. Resources Ogilvy on Advertising | David Ogilvy's advertising classic, cited for the rule that you cannot bore people into buying.Breakthrough Advertising | Eugene Schwartz's 1966 copywriting classic on tapping desire that already exists.You Can't Teach a Kid to Ride a Bike at a Seminar | ...
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    9 分
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