More Cheese Less Whiskers

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

In this episode of the More Cheese Less Whiskers Podcast, Stuart and I discuss the power of non-traditional books in lead generation. We delve into the process of using a self-published book as a tool to generate leads and share strategies that have resulted in impressive records, such as 1753 leads at just $3.53 per lead.

Stuart highlights the value of daily knowledge and asking the right questions, and I reveal how to write a book in 30 days with a resonating title. We debunk the myth that a book needs to be lengthy to be successful and discuss the impact of concise, impactful books that address potential clients' concerns.

Summary

1. We discuss the potential of non-traditional books in the realm of lead generation

2. Dean reveals the secret of writing a book in just 30 days, and the power of book titles that resonate with your ideal prospects.

3. We highlight the impressive record of generating 1753 leads at just $3.53 per lead, and the strategy of generating leads for as little as $300.

4. We delve into the process of using a self-published book as a lead generation tool.

5. Stuart shares how he utilized the concept of a 'self-milking cow' to help people convert more leads.

6. We emphasize the value of daily knowledge and the craft of asking the right questions in lead generation.

7. We reflect on the influential book 'The Owner's Manual Through Your 40s' by Sean Phillips and his video with Bill, 'Body for Life'.

8. We explain the art of creating concise, impactful books that address the five burning questions in the minds of potential clients.

9. We debunk the myth that a book needs to be voluminous to succeed, emphasising that content trumps length.

10. We discuss the power of an attractive book title, effective marketing strategies, and the advantages of using a podcast to connect with potential clients.

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

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 EstateProfitActivatorScore.com BreakthroughDNA.com90MinuteBooks.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:

1. 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.
2. We discuss the evolution of brokerage models, from Remax to Keller Williams, emphasizing the current shift towards hundred percent shop models and its sustainability.
3. Dean emphasizes the increasing importance of the shelter business and how brokers must adapt and reinvent themselves to remain relevant in this changing landscape.
4. We speak about the bifurcated real estate market landscape, highlighting transactions that are either very simple or require significant expertise.
5. Chris emphasizes the continuing importance of strong client relationships in real estate, even in an era of increasing digital automation.
6. We discuss strategies for creating a market-making culture, leveraging social media for Immediate Open Houses, and maintaining consistent communication with buyers.
7. Emphasis is placed on the importance of setting clear expectations for agents and the benefits of having an experienced partner to navigate the market.
8. We touch on the transformative power of technology in the real estate industry, including how platforms like Zillow have democratized information.
9. 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.
10. 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 EstateProfitActivatorScore.com BreakthroughDNA.com90MinuteBooks.com

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 AndersonProfitActivatorScore.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

1. The solar industry presents a wealth of opportunities for entrepreneurs, particularly in the residential solar business.
2. 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.
3. Selling solar can be a lucrative business despite the challenges, provided it is done correctly.
4. The value of a customer over time is crucial to ensure the success of a solar business.
5. Creative marketing strategies, such as using postcards, can be a valuable asset for a solar company.
6. Offering a price break for a certain volume of panels can create transferable opportunities for customers.
7. Incentivizing referrals by making customers the hero and not the company can boost sales.
8. The journey from marketing to solar offers valuable insights for budding entrepreneurs.
9. Building a team that keeps everyone informed can contribute to the success of a solar business.
10. 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