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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
  • How Do You Make Auto Repair Fun: I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #476

    How Do You Make Auto Repair Fun: I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #476
    2026/07/02

    Auto repair is one of the few purchases Customers never look forward to making.

    Someone comes in expecting a simple oil change or minor repair, only to discover they need hundreds of dollars in unexpected work.

    Joe Polish and Dean Jackson explore how businesses can transform that disappointing moment into an experience customers appreciate, remember, and enthusiastically tell others about.

    Here's a glance at what you'll learn from Joe and Dean in this episode:

    • Why Customers judge an experience more by how they're treated than by how much they spend.
    • How to turn an unexpected repair bill into an opportunity to surprise and delight Customers.
    • Why strategic partnerships can increase the perceived value of every Customer interaction.
    • How to create "bonus value" that Customers weren't expecting.
    • The VCR Formula and how it can uncover additional opportunities to serve Customers.
    • Why community often generates better marketing ideas than brainstorming alone.

    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:

    Customers Don't Mind Paying for Value—They Mind Unexpected Surprises

    • Most Customers expect a small repair but discover a much larger expense, creating an emotional challenge.
    • Improving the experience after delivering bad news builds trust and loyalty.
    • Customers remember how they felt more than the repair itself.
    • Every unexpected problem creates an opportunity to exceed expectations.

    Ask a Better Marketing Question

    • Ask what additional value Customers can receive rather than how to make them spend more.
    • Shifting from revenue to value changes the entire Customer experience.
    • Customers become more receptive when they receive unexpected benefits.
    • Added value naturally strengthens Customer relationships.

    Create Strategic Partnerships That Benefit Everyone

    • Partner with car washes, detailers, wheel shops, tint companies, stereo installers, tire shops, and other complementary businesses.
    • Partners receive qualified referrals while Customers receive meaningful bonuses.

    Transform a Repair Bill Into a Value Package

    • Provide a bundle of partner offers with every qualifying repair.
    • Customers leave with discounts, certificates, and bonus services.
    • The added value can outweigh the emotional pain of the repair bill.
    • Memorable experiences create long-term loyalty.

    The VCR Formula Creates New Marketing Opportunities

    • Vision + Capability × Reach helps identify additional value opportunities.
    • Every Customer interaction creates new partnership and referral possibilities.
    • Looking beyond the transaction uncovers new revenue opportunities.

    Community Creates Better Marketing Ideas

    • The live audience contributed creative marketing ideas throughout the discussion.
    • Joe emphasized the power of community-generated insights.
    • Collaboration often produces better marketing than working alone.

    Resources:

    • ILoveMarketing.com/476
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    5 分
  • How Do You Make CRM Fun: I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #475

    How Do You Make CRM Fun: I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #475
    2026/06/24

    Most business owners think of CRM systems as databases, spreadsheets, follow-up reminders, and administrative work.

    Joe and Dean challenge that thinking by reframing CRM as a relationship-building tool that helps you create more value, more opportunities, and more enjoyable Customer experiences.

    Here's a glance at what you'll learn from Joe and Dean in this episode:

    • Why most CRM implementations fail despite having powerful software.
    • The difference between collecting Customer information and creating meaningful relationships.
    • How better follow-up can become one of the easiest sources of revenue growth.
    • Why most businesses focus on transactions when they should be focusing on lifetime relationships.
    • How to use CRM systems to become more thoughtful, relevant, and memorable.
    • The role technology should play in creating better Customer experiences.

    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:

    CRM Is Really About Relationships, Not Software

    • Most people think CRM stands for Customer Relationship Management, but they spend almost all their time managing data instead of relationships.
    • The software itself is rarely the problem; the challenge is using information in ways that create more meaningful interactions.
    • Great CRM systems help businesses remember important details, preferences, milestones, and opportunities to serve Customers better.
    • The ultimate purpose of a CRM should be helping people feel known, understood, and appreciated.

    The Fortune Is In The Follow-Up

    • Many sales opportunities are lost because businesses fail to stay in touch consistently.
    • Follow-up should not feel like chasing people—it should feel like continuing a conversation.
    • CRM systems provide structure for maintaining relationships long after the initial interaction.
    • Businesses that systematically follow up often outperform competitors who rely on memory or inconsistent communication.

    Technology Should Enhance Human Connection

    • Automation should support relationships rather than replace them.
    • Customers still want to feel like they're dealing with real people.
    • CRM tools work best when they help deliver relevant communication at the right time.
    • The goal is creating a more personal experience at scale.

    Relationships Compound Over Time

    • Every interaction creates future opportunities.
    • Strong customer relationships lead to referrals, repeat purchases, and introductions.
    • CRM systems help capture and organize relationship capital.
    • Businesses often underestimate the long-term value of staying connected with past Customers.
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    11 分
  • How Do You Make Sales Calls Fun: I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #474

    How Do You Make Sales Calls Fun: I Love Marketing Live Series with Joe Polish and Dean Jackson - I Love Marketing Episode #474
    2026/06/19
    What if sales calls were more fun? In this special I Love Marketing Live series hosted by Paul Colligan, Joe Polish and Dean Jackson answer real audience questions and reveal how to make business growth easier, more profitable, and a lot more enjoyable. Here's a glance at what you'll learn from Joe and Dean in this episode: Why sales feels draining when you are emotionally attached to the outcome of every conversation.How the pressure to "close" prospects often creates the very resistance salespeople are trying to avoid.Why confidence in your ability to create results is more valuable than any sales script or persuasion technique.The distinction between convincing people to buy and helping people make good decisions.How focusing on outcomes instead of activities can make sales more profitable and significantly more enjoyable.Why some of the highest-performing salespeople rarely think of themselves as salespeople at all. 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 Problem Isn't Sales, It's How Most People Think About Sales Many Entrepreneurs associate sales with pressure because they approach conversations hoping for a transaction rather than looking for an opportunity to help.When someone enters a sales conversation worried about being rejected, their attention shifts away from the prospect and toward their own needs.The most effective sales conversations occur when the focus stays entirely on understanding what the other person wants and whether you can genuinely help them achieve it.People naturally trust those who are committed to helping them make a good decision, even if that decision is not to buy.Joe's frame: do not delegate marketing or the checkbook to anyone you have not first learned to lead in those areas yourself. Confidence Comes From Certainty, Not Persuasion Joe and Dean discuss how sales becomes dramatically easier when you are certain about the value you can provide.Confidence is not generated by memorizing scripts. It comes from knowing your product, service, or process consistently creates results.Prospects often sense uncertainty long before they hear it directly. The most expensive thing you can communicate is a lack of belief in your own offer.The more confidence you have in the outcome, the less energy you spend trying to convince people.Dean's working principle: sell something you would be thrilled for your closest friends and family to buy, with the same energy you would bring to a recommendation made for free. Sell the Destination, Not the Vehicle Customers are rarely excited about the mechanics of what you do.What they actually want is the result your solution makes possible.Great marketing and great sales both focus on the transformation rather than the process.Businesses that communicate outcomes clearly tend to attract more qualified prospects and experience less price resistance.Joe's frame from the live: when you sell travel, you sell the destination, not the TSA line. When you sell anything else, the principle holds. Helping Is More Enjoyable Than Convincing Conversations become easier when your goal is understanding rather than persuading.The best sales interactions feel collaborative rather than confrontational.Prospects are more likely to buy when they feel understood. People do not buy because they understand what you do, they buy because they feel understood.A service mindset creates stronger relationships and better long-term customer retention.Rapport is trust with comfort. Build the comfort first, build the trust over time, and the sale almost makes itself. Resources: What's In It For Them? | Joe Polish, bookInfluence | Robert Cialdini, bookPre-Suasion | Robert Cialdini, bookI Love Marketing Breakthrough DNA Report | Free DownloadAverage Joe's Marketing | Joe Polish's marketing book Genius Network | Joe Polish's Genius Network
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    15 分
  • From Marketing Frustration to Marketing Foundation with Joe Polish and Dean Jackson - I Love Marketing Episode #473

    From Marketing Frustration to Marketing Foundation with Joe Polish and Dean Jackson - I Love Marketing Episode #473
    2026/05/20
    Joe Polish and Dean Jackson go live and ask the audience the same simple question. What is your biggest marketing frustration right now, and what does it actually feel like? The answers cluster into five patterns, and underneath all of them is the same diagnosis. People know what to do. They are stuck on focus and follow-through. This episode is the masterclass that unsticks them. Here's a glance at what you'll learn from Joe and Dean in this episode: Why Dean says "a compelling offer is 10 times more powerful than a convincing argument," and the jet-stream principle that makes it work every timeThe four-word filter Dean has used for 30 plus years to write every piece of marketing he touches (you can run it on anything you have already written tonight)Why your Customers do not know your biggest advantages, and the Schlitz beer story that turned a forgotten brand into number two in the country with a single campaignThe 10-handwritten-notes-a-day discipline that quietly rebuilds the muscle most marketers are losing to AIWhy Joe says "most people do not use social media, social media uses them," and the single question that flips itThe five clusters of marketing frustration that came up live in the audience poll, and the one thing all of them shareThe Prospect Vending Machine versus the Prospect Slot Machine: Dean's framework that explains why your funnel feels randomThe financial advisor case study that produced a billion-dollar honey hole inside a 20 mile radius (you can run this exact play in your own market)Why Gary Halbert made his copywriting students hand-write his sales letters five times in a row, and what that means for working with AI without quietly making yourself dumberGary Chapman's tip on why complaints are actually love letters from your market, and how to read themDean's 50-Minute Focus Finder, the simple practice that empties the open browser tabs in your brain so you can actually finish what you startWhy selling something nobody wants to buy taught Joe more about marketing than any course or book ever did Show Notes The Question That Started the Episode Paul Colligan opens with a single live prompt. "What is your biggest marketing frustration right now and what does it actually feel like?"Frustrations come in clusters. Lack of clarity on the target market. Censorship. Too many ideas and too little time. Missed calls. Replacing meta ads. Poor organizational skills. LinkedIn that reads like it was written by an LLM. Overspending on stuff you cannot confirm is working.Dean's reframe is the foundation of the whole episode. Marketing is people, and people pursue self-interest with absolute reliability. If you can embrace that, you have a cheat code. If you try to fight it, you are in trouble. Compelling Offer vs. Convincing Argument Dean's signature line: "A compelling offer is 10 times more powerful than a convincing argument."A compelling offer moves people in the direction they are already moving. You get in the jet stream and friction drops.A convincing argument tries to drag people in a direction they are not naturally going. It is exhausting for you, and it feels like pressure to them. Marketing vs. Selling Joe's working distinction: selling is what you do when you are face to face or on the phone with someone. Marketing is what you do to get them to be face to face or on the phone with you, properly positioned, pre-interested, pre-motivated, pre-qualified, and pre-disposed to do business with you.Frustration is fear plus anger. The reason Joe used to hate marketing was that he did not understand it. He had a definition of marketing that was based on bad salespeople.Trust is not the same as rapport. Rapport is trust with comfort. Rapport can be built quickly. Trust takes time, and trust is rarely destroyed in one moment. It is a series of small choices that add up. Get Benefit Now: The Four-Word Filter Dean got these four words from Jeffrey Lant's 1995 book Cash Copy. He has used them as the through-line on every piece of marketing he creates for 30 plus years.Get. The destination, not the transportation. The outcome the prospect actually wants.Benefit. The result, not the mechanism. What the Customer ends up with.Now. The only time to act. Every piece of communication must tie back to one of these four anchors or it does not earn its space. Select a Single Target Market (Procter and Gamble Style) Profit Activator one is to select a single target market. Most Entrepreneurs try to make it convenient for themselves by bundling people together. Blue collar home service workers is not a target market. Electricians are. Carpet cleaners are. Procter and Gamble runs 23 billion-dollar brands, each one focused on a hyper-specific market. The biggest companies on earth narrow, they do not broaden.Dean's e-bike catalog Facebook ads ran four different creatives to four different segments. Single guy on a trail for men 25 to 50. A couple riding around a lake for 50 and over. A super-mom cover ...
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    1 時間 15 分
  • Lead Conversion Mastery LIVE: The Nine Word Email with Joe Polish and Dean Jackson - I Love Marketing Episode #472

    Lead Conversion Mastery LIVE: The Nine Word Email with Joe Polish and Dean Jackson - I Love Marketing Episode #472
    2026/04/09

    Dean Jackson and Joe Polish go live with Entrepreneurs to share the one strategy that keeps working... The Nine Word Email. With real stories, hot seats, and the "mouse brain" insight, they show why simple, personal marketing still wins.

    Here's a glance at what you'll learn from Joe and Dean in this episode:

    • Why the most powerful email strategy most marketers know about is also the one they're most reluctant to send, and the mindset problem behind the hesitation
    • The two prime directives of a mouse and why Dean says they explain virtually every buying decision your prospects are making right now, including the reason your last campaign probably didn't land the way you expected
    • How a trade show operator sent one text message while literally packing up the booth and generated thousands of dollars in orders from people already on planes flying home
    • The difference between a nine word email that starts a real conversation and one that reads like a salesperson wearing a casual disguise, and exactly how to tell them apart
    • Three live hot seats where Dean and Joe build a nine word email in real time: a medical director company, an AI compliance lawyer, and a St. Lucia adventure tour operator who can't get a list of people on a cruise ship
    • Why Dean says a compelling offer is ten times more powerful than a convincing argument, and what that means for the conversation you're actually trying to start

    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.
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    1 時間 18 分