Being known for what you don't do can position you as the natural choice in your market.

Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Paul DeLano from Lake Life Realty, located in southwest Michigan near Notre Dame.

Paul and his son Matt have built their business since 2010 around one focused decision. They exclusively work with buyers and sellers of lakefront property. If a home isn't on the lake, they simply refer it to another agent.

We talked about how this specialization allows them to really serve their clients at a level generalists can't match, from taking buyers on boat rides before writing offers, to building relationships with everyone in their ecosystem—appraisers, dock installers, marinas, and home service providers.

What's really interesting is exploring how they're not just selling real estate transactions, but selling the lake lifestyle itself.

They advise families on how to maximize their time at the lake, connect buyers with local marinas during showings, and are building toward a full concierge service for lakefront homeowners.

Paul also shared how their direct mail approach to the known, 16,000 lakefront homes in their area has become a real asset, and how selecting a single target market opens up opportunities to become an advocate and market maker for an entire community.

There are lessons here for anyone thinking about the power of focus in their business.

Key Takeaways from This Episode:

• Why declining business outside your specialty actually generates more referrals and positions you as the obvious expert
• The 50-transaction mindset: viewing every deal as 50 touchpoints and becoming the easiest customer your vendors work with
• How being one of the few agents who calls appraisers back generates 2-3 direct referrals per year from an unexpected source
• Taking buyers on boat rides before writing offers—and why the best side of every lakefront home is the one you can't see from the road
• The difference between selling transactions and selling a lifestyle, including advising families on how to actually enjoy what they're buying
• Why true specialization creates a "blue ocean" where committed competitors simply don't exist

Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

Prevention beats recovery every time, especially when the threat is already inside your walls.

Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Kevin Donahue. Kevin is the founder and CEO of Stealth Family in Nashville, along with his partners, a former FBI supervisory agent from the Cyber Task Force and a legendary music attorney who's been in Nashville since '87. Together they're bringing enterprise-grade cybersecurity protection to high net worth families and individuals.

Kevin shared that hackers often lurk in your systems for six to 18 months before taking action, waiting for the right moment. The challenge he faces is the same one I see with home warranty companies and insurance providers. Most people only call after something bad happens.

So, we talked about positioning these threats as "avoidable surprises" rather than mistakes, and how focusing on protecting kids and elderly parents creates a natural doorway into the bigger conversation about all the ways families are vulnerable.

We also explored the idea of covering even the sloppiest cybersecurity habits, making protection easy for people who don't want to change their behavior.

If you're in any business where prevention is the product, there's a lot to think about here.

Key Takeaways:

1. The average hacker is already in your system right now, quietly watching for 6-18 months before they strike at the perfect moment—a home purchase, a wire transfer, a death in the family.

2. Calling threats "avoidable surprises" instead of "biggest mistakes" completely changes how people respond. Nobody admits to making mistakes, but everyone wants to avoid a surprise.

3. There's no 911 for cybercrime. The sheriff can't help, the feds won't touch it unless you've lost a quarter million, and by the time you call for help, it's usually too late.

4. The biggest leap in "know, like, trust" isn't getting people to trust you. It's getting them to know you exist in the first place.

5. When your product is complex, find a doorway: focusing on protecting kids or elderly parents opens the conversation to everything else a family needs.

6. The best prevention businesses don't ask people to change their behavior. They promise to cover even the sloppiest habits, like a pill that lets you lose weight without dieting.

Show Links:

ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

When you're running events, the difference between manipulation and value creation determines everything.

Today on More Cheese Less Whiskers, we're talking with Joe Polish for an incredible conversation about what really makes events work.

Joe's been running Genius Network for years and he shared exactly how he thinks about creating what he calls "happy client experiences", where people walk away with more direction, confidence, capability, and clarity.

We traced the evolution from those early Tony Robbins events we both attended in the '90s to Joe bringing billionaires like Richard Branson to his events, and most interestingly, why he didn't advertise Bobby Kennedy, Jordan Peterson, and Tucker Carlson at last year's annual event even though they were speaking.

We talk about Joe's framework of great food, great location, great people, and great conversations - but the real insight was his distinction between being admired versus being useful.

What really stood out was Joe's observation that success traps are harder to escape than failure traps, and how he uses my "compelling offer is 10 times more powerful than a convincing argument" principle to think about every aspect of his events.

This whole conversation is a masterclass in understanding the 8 Profit Activators through the lens of high-ticket event marketing.

Focusing on your Profit Activators starts with knowing exactly who you want to serve.

Today on the More Cheese Less Whiskers Podcast, I talked with Michelle Miramontez, who has been in business for over 20 years and works primarily with coaches, consultants, and other service providers.

We started by talking about how she attracts clients and the types of offers she leads with. Then we walked through Profit Activator 1 and discussed narrowing her audience to create a more compelling "who," particularly for her full-service automation packages. We also explored the difference between front-end lead generation and how that relates to long-term relationship building.

As the conversation progressed, we looked at ways Michelle could create compelling "cheese" for each segment of her audience, particularly the distinction between business owners who are already aware of automation versus those who don't even know they need it yet. We also talked about using The Book Strategy to start more meaningful conversations.

This is a great example of applying the 8 Profit Activators in a consulting context where the service is both strategic and technical. You'll see how the right positioning can completely change how people engage with your offers.

Key Takeaways:

1. I delve into Michelle's transformative journey from a real estate agent to a life coach, highlighting how her extensive industry experience and empathetic coaching style merge to empower agents.
2. We explore Michelle's innovative techniques aimed at reducing high dropout rates among new and struggling real estate agents, with a focus on mastering open house strategies for lead generation.
3. Michelle shares insights into her latest venture—a global community of agents launched on July 15—designed to provide continuous support and foster growth in the real estate industry.
4. During our conversation, Michelle reveals her unique conversational framework for open houses, which flips the script on traditional methods, focusing on meaningful interactions rather than just handing out flyers.
5. We discuss the effectiveness of Michelle's system in securing clients through open houses, with her clients seeing success within a short period of applying her methods.
6. Michelle outlines her membership model for agents, offering them resources and support to implement her proven strategies in their real estate practices.
7. Throughout the episode, Michelle and I reflect on the importance of building trust and rapport with potential clients, emphasizing the role of open houses as a powerful tool in the real estate toolkit.

Show Links:

ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

Acting skills can transform legal outcomes in ways most trial attorneys never consider.

Today on the More Cheese Less Whiskers Podcast, I'm talking with Olivia and Steve from Trial Haus Consulting, who met in college theater and now help attorneys deliver more compelling courtroom performances.

They've seen remarkable results helping attorneys shift from traditional impeachment approaches to more conversational techniques, contributing to over $40 million in verdicts since 2022 and even helping secure an acquittal in a potential life sentence case.

We had a fascinating discussion about moving beyond hourly billing to align their interests with attorneys through contingency arrangements, plus creating systems to document and scale their unique approach.

This podcast really demonstrates how bringing specialized expertise from one field into another can create breakthrough value. It's a great example of using my VCR (Vision, Capabilities, Reach) formula to expand impact.

Key Takeaways:

1. We're talking with Olivia and Steve, co-founders of Trial Haus Consulting, who have developed innovative programs blending theatrical techniques with legal practice. Their eight-week program aims to enhance advocacy and storytelling skills in the courtroom by integrating improv and scripted acting methods.

2. Olivia and Steve explain their focus on cross-examination strategies, highlighting techniques like the "yes and no" method. They share a case study of a seasoned attorney who achieved a significant verdict using these skills, showcasing the transformative potential of their approach.

3. We explore Trial House Consulting's business dynamics, including the benefits of remote work and balancing billable hours with business development. Olivia and Steve discuss the shift from in-person sessions to online courses, which allows for greater flexibility and client interaction.

4. The episode delves into the challenges of operating in high-stakes environments, emphasizing the need to align service delivery with clients' financial constraints. Olivia and Steve consider strategies to demonstrate their value in the American legal system, where payments are often contingent on case outcomes.

5. We examine the email marketing strategies employed by Trial House Consulting to manage and engage their list of trial attorneys. Olivia and Steve focus on retaining top-tier clients and leveraging marketing investments to drive repeat business, emphasizing the importance of adding value to their communications.

6. Olivia and Steve discuss the concept of viewing excess capacity as "investable hours" and how collaborating with trial attorneys on a contingency basis can lead to strategic growth. They highlight the potential benefits of offering their services as a strategic asset to enhance client outcomes.

7. The episode concludes with Olivia and Steve expressing gratitude for the collaborative journey and their excitement for future opportunities. They share their commitment to maintaining communication and fostering a sense of camaraderie and optimism within the legal consulting community.

Show Links:

ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

Finding invisible prospects is often the biggest challenge for service businesses.

Today on the More Cheese Less Whiskers podcast, We're talking with Megan Cannon, owner of Back to Balance Counseling and Consulting in the western suburbs of Chicago about an 'I want that' response in people.

Megan specializes in helping high achievers, overwhelmed parents, and anxious teenagers find relief through empirically supported treatments. Her practice is thriving with over a thousand sessions monthly, but she's looking to grow her team and reach more daytime clients.

We explored how to create a "prospect vending machine" by using targeted ways to transform invisible prospects into visible ones. Rather than just positioning to be selected through referrals or social media, we discussed proactively identifying people who need help with anxiety, OCD, and executive burnout within her five-mile radius.

The conversation revealed how offering valuable content like a book can both generate new leads and enhance referrals, turning "refer a friend" into the more powerful "give a friend" approach.

Key Takeaways:

1. I introduce Megan Cannon, the owner of Back to Balance Counseling and Consulting, who discusses her practice's focus on supporting high achievers, overwhelmed parents, and anxious teenagers in the western suburbs of Chicago.
2. Megan emphasizes the benefits of in-person therapy sessions and shares her plans to expand her team to meet growing client demand, highlighting the need for more qualified clinicians.
3. We delve into strategies for attracting daytime therapy clients, particularly focusing on college students, stay-at-home parents, and remote workers. We also address the importance of maintaining a work-life balance for therapists.
4. Megan discusses the role of indirect referrals in connecting therapists with potential clients and explains her approach to helping clients change their relationship with anxiety.
5. We explore innovative clinic growth strategies, including the use of social media ads and resources like an anxiety solution book to turn invisible prospects into visible ones.
6. The episode highlights the effectiveness of using books as lead generation tools, focusing on creating captivating titles and covers to attract potential clients.
7. Megan shares her experiences with email engagement to nurture relationships with potential clients, demonstrating how to maintain a supportive presence for individuals seeking help now or in the future.

Show Links:

ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Dr. Joseph Tanti, a chiropractor who recently purchased a 30-year established practice in Edmonton, Alberta.

We talked about increasing his Return-on-Relationships, measuring spines under management and creating systems to orchestrate referrals rather than just hoping for them by using something like the World's Most Interesting Postcard to 'program' patients to notice high-probability conversations about back pain, sciatica, or other conditions he treats.

We also explored how targeting specific conditions with lead magnets can transform invisible prospects into visible ones within his five-mile radius. Books like the Plantar Fasciitis Solution, are great ways that people identify themselves as exactly the person who needs your help.

These approaches work for all sorts of businesses where customers might not recognize all the ways you can help them.

Key Takeaways:

1. I explored Joseph's transition from taking over a long-established chiropractic practice and discussed Joseph's focus in Edmonton on patient retention through innovative marketing strategies, such as pay-per-click advertising, email newsletters, and community events tailored to attract new patients while maintaining the practice's 30-year history.

2. The conversation highlighted Joseph's concept of "return on relationship," emphasizing the importance of regular communication and engagement with patients, particularly those with sedentary lifestyles, to prevent recurring issues.

3. Joseph shared his evidence-based approach to chiropractic care, concentrating on musculoskeletal issues and the intersection with physiotherapy, moving from acute pain management to maintenance care for lasting wellness.

4. We examined the process of orchestrating referrals through meaningful conversations, emphasizing the importance of actively connecting people with solutions rather than merely mentioning names.

5. Joseph described the use of strategic engagement tools like text systems and embedded cues in communications to enhance patient relationships and increase referrals.

6. The episode delved into identifying visible and invisible prospects, using social media advertising to transform them into leads, and leveraging both digital and physical materials to maintain patient engagement., Alberta, to strategizing for its sustainable growth, including his journey to becoming an orthopedic specialist.

7. We discussed Joseph's focus on patient retention through innovative marketing strategies, such as pay-per-click advertising

Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

Family businesses need more than just legal documents to secure their legacy.

Today on the More Cheese Less Whiskers podcast, we're talking with Paul Deloughery, a probate and estate planning attorney with over 25 years of experience working with business owners and families.

We explore how Paul can apply the Before Unit framework to attract his ideal clients - business owners who need more than standard estate planning. By selecting the right audience and creating a compelling offer like his "family benefits plan," he can build trust before prospects even consider hiring him. This approach transforms his service from reactive problem-solving to proactive relationship building.

Paul's story about reuniting an estranged family shows the power of this approach. Rather than waiting until after death creates painful conflicts, he's creating a new category of service that addresses the underlying dynamics. This perfectly demonstrates how patiently educating and motivating people, and presenting the right offer can create breakthrough results for professional service providers.

Key Takeaways:

1. Focusing on the "who" you want to be a hero to is essential before determining your best service offering and its price point.
2. Creating a "family benefits plan" instead of a "family constitution" demonstrates how language choice significantly impacts client perception and engagement.
3. Building a prospect "vending machine" requires clearly articulated outcomes that prospects can visualize and would willingly pay to achieve.
4. The concept of a "stress test" for estate plans provides a concrete, marketable service that appeals to proactive clients who already understand the importance of planning.
5. Using carefully chosen emotional language like "avoidable surprises that derail even the most cautious estate plans" creates more engagement than technical legal terminology.
6. Focusing on specific, tangible outcomes (like peaceful family Thanksgiving dinners) makes abstract services concrete and compelling to potential clients.

Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

In this episode of More Cheese, Less Whiskers, Chris Wysokowski shares his journey from working in his family's painting business to helping others grow theirs. He discusses transitioning from hands-on projects to strategy and business development, emphasizing the importance of maintaining relationships with past clients.

Chris explains how to treat completed projects as "homes under management" and stay top of mind through regular communication. He also introduces methods to create more opportunities from each job, using tools like an annual touchpoint calendar and circle radius prospecting.

Chris's approach focuses on building long-term success through smart planning and relationship management, shifting from chasing new leads to creating a steady stream of work from satisfied clients.

Summary:

1. In the episode, I introduce Chris Weissakowski, who shares his journey from a hands-on painter to a business growth mentor, highlighting the importance of transitioning from operational tasks to strategic business development.
2. Chris emphasizes the significance of maintaining strong relationships with past clients, viewing completed projects as "homes under management," to enhance business revenue through repeat and referral opportunities.
3. We discuss systematic approaches to maximize a painting business's potential, including the use of an annual touchpoint calendar and innovative metrics like "gallons under management" for project scope assessment.
4. Chris provides insights into effective customer engagement and project management, introducing strategies such as circle radius prospecting to expand business opportunities from a single job.
5. The episode delves into the development of a structured and repeatable business growth system, emphasizing the documentation of processes and the use of CRM systems for better client management.
6. We explore how Chris's strategic insights, influenced by industry leaders like Jay Abraham and Dan Kennedy, can empower entrepreneurs to enhance their businesses, particularly in local markets like Eastern North Carolina.
7. The conversation highlights the potential for impactful change through clarity and continuous improvement, setting the stage for a transformative year in business development for painting contractors.

Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

Today, on the More Cheese Less Whiskers podcast, We are talking with Steve Light. Hearing his journey from web designer to Swindon's prominent mural artist demonstrates the transformative impact of rediscovered creativity. After a twenty-year hiatus, his return to art during lockdown has resulted in over 25 exhibitions and Swindon's largest mural, bringing vibrancy to the community.

His figurative expressionist style, influenced by Jean Dubuffet and Jean-Michel Basquiat, now adorns a converted post office studio where he creates works that challenge traditional artistic boundaries. Light's practice spans from street murals to gallery exhibitions, proving art's versatility in modern spaces.

Through initiatives like the Red Cliff Collective and collaborations with local musicians, Light exemplifies how artists can engage communities while maintaining creative integrity. His work continues to reshape Swindon's visual landscape, making art accessible to all residents.

Summary:

1. I introduce Steve Light, a mural artist from Swindon, who shares his journey from being a shy child with a love for art to becoming a significant figure in the street art scene of his hometown. 2. Steve discusses a discouraging experience with an art tutor that led him to abandon art for 20 years and how he humorously hints at a connection to the mysterious artist Banksy. 3. We explore how Steve reignited his passion for art during the lockdowns, transitioning from web design to a full-time art career, and how he secured a studio in a repurposed post office. 4. Steve describes his artistic style as figurative expressionist, drawing inspiration from artists like Jean Dubuffet, Keith Haring, and Jean-Michel Basquiat, and his aspirations for larger-scale works. 5. We delve into the intersection of art and commerce, discussing how artists can balance creative pursuits with commercial opportunities, and the role of art in branding and environments. 6. The episode explores the concept of street art collectives and creative collaborations, highlighting the impact of such initiatives on local communities and how they can elevate artists' reach. 7. We discuss the potential for forming a self-appointed art collective, drawing parallels between the art and music industries, and the opportunities for multidisciplinary collaboration within a collective. 8. Steve shares personal inspirations, including his love for 90s hip-hop and 80s bands, and discusses the potential for local initiatives, such as mural projects and designing for restaurants, to engage communities. 9. The conversation touches on previous collaborations, like painting a suit for a musician performing at Glastonbury, showcasing the value of leveraging local talent and creative synergies. 10. The episode concludes with ideas on creating innovative art projects, like permanent outdoor exhibitions, and the transformative potential of art in both individual careers and community development.

Show Links: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com