Episodios
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Today, on the More Cheese Less Whiskers podcast, we're talking with Carlos Garrido, a former investment banker turned sales trainer, about his unique career journey and the power of selling.
He shares his experiences navigating cultural accents in business, outlining how a northern English accent benefited his role in American sales environments while American accents in the UK gained new prestige over time.
Carlos runs a high-performing sales training program, and we talked about separating 'lead getting' from 'lead convering' and the sometimes lengthy process that can frustrate some sales teams. Carlos shares his experience working with business owners without robust sales skills and the challenge of natural salespeople, and we talk about finding the right mix of high-value, high-volume opportunities.
This is a really fun conversation with lots of takeaways.
Summary:
1. Carlos, shares his journey from an investment banker to a successful sales trainer, discussing the advantages of a northern English accent in the American sales environment.
2. He explains his process of settling in Miami, learning Spanish, and the role of language in sales.
3. He delves into the significance of lead conversion in any successful sales strategy.
4. We discuss how some business owners and leaders generate revenue without strong sales skills, indicating the challenge of managing natural salespeople.
5. They explore the 'before' and 'during' units of the sales process, providing insights into lead management and conversion.
6. The conversation shifts to business scaling and selecting a target market, emphasizing the economic relationship between business owners and customers.
7. Carlos shares his views on the differences between a self-serve environment and a membership program, and the complexities of pricing services at different points.
8. They discuss the power of market targeting, highlighting the potential it holds in high volume and low ticket strategies.
9. The podcast examines the impact of accent on sales success, especially the benefits of a pleasing northern English accent in the American market.
10. Carlos reflects on the challenges and rewards of his sales training journey, emphasizing the impact of sales skills on an individual's financial independence.Show Links:
Show Notes
Roost Real Estate
ProfitActivatorScore.com
BreakthroughDNA.com
90MinuteBooks.com -
Today, on the More Cheese Less Whiskers podcast, I want to share an episode of the Listing Agent Lifestyle show I just recorded with my good friend Chris McAllister.
This is a great episode discussing the evolving role of real estate brokers, and I want to share it here because although we're talking about real estate, the real message is how to adapt and provide value in a changing world.
We explore how the rise of technology, particularly sites like Zillow, has transformed how clients access information and the value brokers provide. Chris traces the evolution of brokerage models from Remax to Keller Williams, and we debate the sustainability of the hundred percent commission shop model.
So, whether you're an industry professional, interested in real estate trends, or in any other business impacted by tech, this discussion offers some really interesting insights.
Summary:
This episode highlights the transformation of the real estate industry, particularly the evolving role of brokers, the impact of technology, and the value proposition of brokers in the age of digital platforms like Zillow. We discuss the evolution of brokerage models, from Remax to Keller Williams, emphasizing the current shift towards hundred percent shop models and its sustainability. Dean emphasizes the increasing importance of the shelter business and how brokers must adapt and reinvent themselves to remain relevant in this changing landscape. We speak about the bifurcated real estate market landscape, highlighting transactions that are either very simple or require significant expertise. Chris emphasizes the continuing importance of strong client relationships in real estate, even in an era of increasing digital automation. We discuss strategies for creating a market-making culture, leveraging social media for Immediate Open Houses, and maintaining consistent communication with buyers. Emphasis is placed on the importance of setting clear expectations for agents and the benefits of having an experienced partner to navigate the market. We touch on the transformative power of technology in the real estate industry, including how platforms like Zillow have democratized information. Dean and Chris argue that while technology has streamlined certain aspects of real estate transactions, the need for skilled professionals to guide and negotiate complex deals remains essential. We end the episode with a discussion on the importance of building the right team in real estate and the value of having experienced partners to help navigate the market.Show Links:
Show Notes
Roost Real Estate
ProfitActivatorScore.com
BreakthroughDNA.com
90MinuteBooks.com -
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Today on the More Cheese Less Whiskers Podcast, we're talking with Tobin Jarrett Poppenberg about becoming the voice of his niche in the audiobook space.
Tobin's come from a very successful career, and he shares how developing a bond with his nephew by reading Harry Potter stories inspired his new venture. The challenge now is profiting in this competitive space.
So we had a great conversation about the options in becoming the voice of children’s audiobooks, and how a podcast, sponsor opportunities, and using recordings to launch additional products can help him become the go to person in this space.Summary:
1. Tobin Jarrett Poppenberg discusses his journey in the audiobook industry, revealing the intricacies of audiobook performances, the difficulties in making a profit in the industry, and how he discovered his passion for audiobooks.
2. Tobin shares a personal story about his bond with his nephew, fostered through reading Harry Potter together, showing the powerful impact of storytelling.
3. The idea of creating a podcast dedicated to reading public domain stories and introducing new books to listeners is explored.
4. The potential of children's content on platforms like YouTube is discussed, as well as the possibility of Tobin becoming a curator for children's books.
5. He presents his vision for the podcast, discussing details such as the publishing calendar, potential sponsors, and how to keep the audience engaged.
6. The potential use of podcast recordings as a basis for books and other ventures is considered.
7. He shares his plans for exciting giveaways and how much he values listener feedback.
8. We explore Tobin's background, including his past in marketing automation and his discovery of audiobooks during his time at college.
9. We look into the difficulties of competing in the audiobook industry and the copyright constraints for performers.
10. The possibility of Tobin's podcast serving as a platform for discovering new children's books and authors and the potential size and scope of the podcast's audience is explored. -
Today on the More Cheese Less Whiskers podcast, we're talking with Eric Anderson, professional magician turned speaker who shares his journey from foster care to speaking in front of large audiences.
We talk about how focusing on connecting with your audience can yield big returns. How he's used joint venture partnerships and book giveaways helps expand his audience and attract people interested in public speaking, and how he created a flagship email to stay in touch with people by featuring clients' business victories.
We also discuss why documenting your journey is so compelling and creates a blueprint others can follow.
This is a fascinating episode with lots of ideas to take away.
Summary
1. Eric Anderson's journey took him from foster care to professional magic to motivational speaking. His unique experiences allow him to help others unlock their potential and effectively share their stories for paid engagements.
2. Eric emphasizes that the size of an email list is not as important as who you're reaching and how you connect with them.
3. He discusses a case study of a client who broke the six-figure mark with a small email list, demonstrating that it's about reaching the right people, not just having a large audience.
4. Anderson explains why some people may not achieve their desired results and highlights the importance of documenting success stories to create a roadmap for others.
5. He shares strategies that have driven his success, including joint venture partnerships and book giveaways.
6. Eric’s book giveaway has helped expand his outreach, attracting those interested in public speaking.
7. ‘Eric’s Escapades Reality Show’, his weekly email series, play a crucial role in enticing people to attend his workshops.
8. Eric believes that every email sent out can open doors for growth and expansion.
9. He holds free seminars twice a year and is currently testing a paid version of that and private coaching.
10. Anderson guarantees to help people make three times their investment back with his program and has had clients who have seen many multiples of their investment with him.Show Links:
Show Notes
Eric Anderson
ProfitActivatorScore.com
BreakthroughDNA.com
90MinuteBooks.com -
Today on the More Cheese Less Whiskers podcast, we have a first for the show; we're talking with upcoming wrestling talent Blake Steele, who's turning his wrestling dreams into reality.
Blake and I pull back the curtain on the pro wrestling industry and talk about how it's as much about storytelling and character creation as it is about athleticism. We dive into the art of fighting and its famous personalities like Logan Paul and Mike Tyson and how they have masterfully used their styles to captivate audiences.
We talk about what goes into the making of a wrestling superstar, tracing Blake's journey as he navigates the wrestling universe, and we talk about the marketing opportunities that are just as true for a wrestler as they are for any business owner.
Whether you're a hardcore wrestling fan or just curious about the similarities in building a brand for your business, this episode is a great listen.
Summary
1. The episode features a deep-dive conversation with upcoming wrestling talent, Blake Steele, providing an insider's perspective on the pro wrestling industry.
2. Steele emphasizes that wrestling is as much about storytelling and character creation as it is about athleticism.
3. Famous personalities like Logan Paul and Mike Tyson are analyzed for their distinctive styles and their ability to captivate audiences.
4. Quick thinking and improvisation are crucial skills in wrestling, contributing to the creation of compelling narratives and characters.
5. Personal branding plays a significant role in wrestling, with Steele sharing insights on crafting a perfect catchphrase and the journey to being signed by major wrestling organizations.
6. Steele explains the importance of audience engagement in shaping his personal brand and discusses the making of a wrestling superstar.
7. The episode explores the journey of becoming a professional wrestler, including the process of attending wrestling school and working independently until being picked up by a recruiter.
8. The importance of body language, tone of voice, and physicality in character creation is discussed, as well as the significance of improvisation.
9. The discussion covers the intricacies of navigating the path to WWE success, including the importance of earning respect from the audience and standing out in the wrestling world.
10. Steele and the host discuss the need for wrestlers to create an atmosphere with music, colors, and logos that best defines them as performers, along with the importance of allowing audience participation in their growth journey.Show Links:
Show Notes
Blake Steele - Instagram
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're talking with Brett Attaway, a solar sales entrepreneur from Utah who's now based in north Florida.
Brett's taken his years of marketing experience to the solar industry in a company he started a little over 3 years ago, and we had a great conversation about the opportunities he has to use this experience in this new sector.
We talked about the three key success factors: finding the right install company, understanding the value of a client, and creating a referral program, and how bringing these together can be a game changer for clients and the company.
There are some great insights and ideas in this episode that apply to many industries, including creating transferable opportunities for customers by offering a price break for a certain volume of panels and incentivizing referrals is unique, making customers the hero and not the company.
Summary
The solar industry presents a wealth of opportunities for entrepreneurs, particularly in the residential solar business. Success in the solar industry hinges on three key factors: finding the right install company, understanding the value of a client, and creating a referral program. Selling solar can be a lucrative business despite the challenges, provided it is done correctly. The value of a customer over time is crucial to ensure the success of a solar business. Creative marketing strategies, such as using postcards, can be a valuable asset for a solar company. Offering a price break for a certain volume of panels can create transferable opportunities for customers. Incentivizing referrals by making customers the hero and not the company can boost sales. The journey from marketing to solar offers valuable insights for budding entrepreneurs. Building a team that keeps everyone informed can contribute to the success of a solar business. The Solar Academy provides a non-biased approach to helping solar companies succeed, offering services such as marketing, sales, and business systems and processes.Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're finishing our conversation with Jesse Desjardins. He's worked in some great locations, and we talk about the challenge of marketing a complex destination like Neom in Saudi Arabia, a place no one has ever seen before.
We also talk about the skill of discernment and invention, the importance of working with someone with the tenacity to drive projects to completion, and how to effectively select and work with the right people to execute our vision.
Jesse & I have a long history together, and it's great to share these insights with you, and, if you missed part 1, you can check that out at https://morecheeselesswhiskers.com/247
Summary
1. The challenge of marketing an unknown and complex destination like Neom in Saudi Arabia required a unique approach and collaboration with the online photography platform Unsplash.
2. Unsplash, with its large community of free photography and more distribution than Getty, iStock, and Adobe Stock combined, provided the perfect platform to find the best photographers to showcase Neom.
3. The project involved bringing 14 of Unsplash's top photographers to Neom and creating a brief based on the thousand most downloaded photos in travel.
4. The brief focused on four distinct photography styles that convey the scale of the destination, safety, and human connection, deviating from traditional destination marketing strategies.
5. By working directly with photographers with the vision and capability to execute the project, the team created a more authentic and engaging story.
6. The photographers brought their unique skills and interpretations to the brief, resulting in a diverse and captivating image portfolio showcasing Neom's beauty.
7. The Entrepreneur Team Genius Test helps identify the strengths and weaknesses of individuals in a team, ensuring that all aspects of a project are covered and executed effectively.
8. Combining vision, assets, and reach creates a powerful multiplier effect that can help achieve success in marketing complex destinations.
9. The goal is to make Neom the most downloaded destination in travel even before it opens, leveraging the reach and distribution of Unsplash.
10. Collaborating with the right people and focusing on the vision and capability aspects of a project can lead to better outcomes and more creative solutions, even with a smaller team. -
Today on the More Cheese Less Whiskers Podcast, we have a special episode because I had the pleasure of catching up with my longtime friend and collaborator, Jesse Desjardins, in person as we celebrate our 25-year friendship and professional journey together.
We talk about how asking, 'What would I do if I only got paid if I delivered results?' helped us focus on achieving tangible results and navigating technological shifts and how we uncover the power of minimalism and the minimum effective dose in marketing success.
In part 1 here, we discuss his 12 favorite problems and how he leverages the VCR (Vision, Capabilities, Reach) formula to create unique experiences and stories in the work he now does.
This is a great conversation as we share some insights and reminisce about our 25-year journey.
Summary
1. Jesse Desjardins and Dean Jackson celebrate their 25-year friendship and professional journey, discussing how their shared insights led to significant leaps in Jesse's career.
2. They emphasize the importance of focusing on results and navigating technological shifts by asking, "What would I do if I only got paid if I delivered results?"
3. The power of minimalism and the minimum effective dose in marketing success is discussed, highlighting the effectiveness of a short, 50-page book in capturing email addresses.
4. They explore user-first marketing, allowing for real-time testing of ideas and receiving feedback, and the importance of separating compelling from convincing in advertising.
5. Jesse's innovative approach to marketing combines education and user-generated content, positioning Tourism Australia as the "mayor of Australia" and creating the World's Biggest Social Media Team, outperforming other national tourism boards.
6. They discuss the importance of storytelling in marketing and how Jesse's 'You Suck at PowerPoint' Slideshare and other strategies have stood the test of time.
7. Jesse shares his approach to unlocking collective intelligence in his work, such as his speaking gig in Toronto and his work on the Neon project in Saudi Arabia.
8. The duo discusses the VCR formula (Vision, Capabilities, and Reach) in marketing, focusing on telling the story of a place like Wadi Ram and thinking differently to overcome skepticism.
9. They emphasize the importance of recognizing and utilizing available capabilities and assets to bring a vision to life, using examples of Kylie Jenner and local businesses taking advantage of their 15-mile radius.
10. Jesse and Dean explore the potential of collaboration between two parties to create something new, using the VCR formula to create unique market-maker opportunities. -
Today on the More Cheese Less Whiskers podcast, we’re talking with Michael Devcic, all the way from Croatia.
We dive into the challenges and setbacks Michael had to overcome before eventually finding success, running Google ads for local businesses, creating a successful business that takes just 45 minutes a month and how a strong project manager can ensure success.
We also discuss his ventures into information products, his goal of finding more people to collaborate with on rev-share deals, and the importance of maximizing influencer collaborations.
We wrap up talking about the opportunity to create a 90 Minute Book and conquer local markets by providing knowledge and developing a scale-ready algorithm to help local businesses.
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Today on the More Cheese Less Whiskers podcast, we’re talking with Eleni Dilos, a seasoned interior designer who has successfully moved from the fashion industry to interior design.
We had a great conversation about tapping into the psychology of why people make referrals, the opportunities to find clients who are early in their journey, and the benefits of collaborating with architects.
I love the opportunity to create lead generation strategies with people on these calls because the ideas are universal, it’s just the implementation that needs adapting to your situation.
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Today on the More Cheese Less Whiskers podcast, I’m talking to Bill Storm about his journey from creative real estate finance to coaching entrepreneurs and how storytelling has played a crucial role in his success.
We talk about the steps to create a sales process and get your message out to the right people, how Bill has scaled his own business and focuses on the front end to book more appointments and the importance of turning invisible prospects into visible ones.
This is a great episode, and we wrapped up exploring the metrics he uses and the strategies he has in place to sustain everything.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, I'm answering a question I've been asked a lot recently; "What are the most impactful books you've read to fast-track my marketing career?"
So today, I'm running through my top 10. The books I return to time and time again, and the ones that have shaped the way I think about marketing and have influenced the programs I've developed.
As you're thinking about your business and marketing, taking inspiration from others and applying them to your situation is the fastest way of progressing. There are some great lessons here, and I'm excited to share what I took from them.
Be on the lookout too for a genuine surprise. Neatly folded in one of the books is an original ad response I received over 20 years ago. So as an unexpected bonus, we can break down one of my first ads!
I can't wait to hear the lesson you take from these books.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're talking to Kelsey Reidl from Toronto, Canada, where she offers one-on-one marketing coaching services that help small to medium-sized businesses build evergreen systems to clients buy their services as soon as they're ready.
Kelsey started her marketing career in the corporate world, working for health food brands before becoming a freelancer and building an online course called the Visionary Method, helping business owners build online and offline marketing strategies.
We talked about all the ways she can scale her existing business and really developed this idea of maximizing the relationships she's already building to create sustainable results for both her and her clients.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're talking with my great friend Mike Koenigs. We've known each other for more years than I care to remember. He's a brilliant marketer and has always been on the leading edge of new marketing technologies.
We had a great conversation about all the buzz around AI and how it will affect every element of our lives, our business, how we write copy, and how we think about marketing. Mike has a great take on the value and importance of now having a solid brand to stay ahead of everyone else.
We ended by talking about the importance of having a bigger, better personal brand because, as businesses come and go, being seen as an authority elevates you as an individual and creates opportunities.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're talking with Kim Baillie, owner of FloralArtOnline.com and President of the Florida Art Association based in Australia.
The association has a great opportunity in 2027 as they will host the World Show for the first time in 40 years and Kim's looking to make the most of this by building an online community of people interested in creating art with flowers.
We had a great conversation about the different types of artists in the online community and the work she can do to build a list of prospects for a membership program.
By the end of the call, we had uncovered a great plan to discover those five-star prospects.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're talking to Larry Stelley from El Paso, Texas, where he's the President of the Youth Biz Academy, a non-profit helping kids develop an entrepreneurial foundation.
The program started over a year ago and has grown by creating programs to engage young people and get them involved in business and entrepreneurship.
Larry's been looking for different ways to find his market, and we had a great conversation about applying the 8-Profit Activator, using a book to start the conversation, and the approaches we talk about in email mastery to get him in touch with millennial parents who have teenagers and would be keen to join programs on financial literacy, and entrepreneurship.
By the end of the call, we hatched some great ideas for programs that can be created to get more leads.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're talking with Paul Whately, tax accountant at M.A. Whately based in Ireland.
The firm was started almost 40 years ago by Paul's father, who grew the business by delivering a great service and working with referrals.
Paul's looking to build on this success by cracking the code to a reliable source of recurring new business. We had a great conversation about what he's doing in the before unit to get in front of potential clients, compel them to raise their hands, and patiently educate and motivate them to get started.
By the end of the call, we hatched some great plans to dig a well of potential leads.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're talking with Derek Menchan from right here in Central Florida. He's a bassist and classically trained cellist who's worked with many great artists and producers, and we had a great conversation about the opportunities musicians have today.
He's also a college professor, and we talk about some of the ways students and artists approach marketing their music. He's currently working with artists who think commerce taints the art somehow, so we looked at all the ways to authentically build an audience.
Derek's a great guy to chat with, and talking about his new project and the lessons he's picked up in the music business is a great way to think about the 8-profit activators.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're talking with Matthew Coast from Austin, Texas.
You might remember Matthew as a guest on the show a few years ago. He runs a successful dating business, helping women find committed relationships, and today we're checking back in to see how his company has grown since we last spoke.
It's great to hear about the changes he's made, which offers have worked well, and the indicators he started seeing that made him realize it was time to start expanding options.
Matthew's great to talk with, and I love that we get to check back in to get an update from the field.
Show Links:
Show Notes
ProfitActivatorScore.com
BreakthroughDNA.com -
Today on the More Cheese Less Whiskers podcast, we're talking with Greg 'the moose-man' Johnson from Bear Mountain Quest in Michigan, where he owns and runs a pretty unique hog hunting experience.
He's been a member of our Email mastery group for some time, so I've got to work with him on email campaigns before, and today was a great opportunity to dive deeper into what's working and what's been a challenge.
We spent some time talking about the difference between fans, those people interested in following what he's doing, and the customers willing to pay to be a part of it.
Greg has a great story. He's passionate about his business and the people who come to experience the hunt, and we got chance to narrow in that audience, and the right offers to make to them.
Show Links:
Show Notes
ProfitActivatorScore.com
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