This is Dean Jackson, welcome to the More Cheese, Less Whiskers podcast. I've got a great episode for you today. I spoke with Matt Mason. Matt had been doing some nine-word emails approaching a new audience that he was trying to build a relationship with. One of the things that people always bring up to me especially when they're trying to approach new businesses, using a nine-word email as a cold email approach is that they run into problems or friction when they, as they call it, 'reveal their whiskers'.

When they make the switch they feel like they're tricking people into thinking that they're going to be bringing in new business. We had a really great conversation to set the tone of that and the bottom line is you've got to be in the business of getting results for people, and you've got to be so confident about your ability to get those results that you're willing or have evidence that shows that it's a sure thing. That gives you the confidence to make a better offer. I always ask, what would you do if you only got paid if your client gets their result?

This was a really great conversation. We talked about hearing aid specialists and we talked about pharmacists, and how to approach them with something that's really going to save them a lot of time. Enjoy this episode. You're going to get a lot out of this one.