Today on the More Cheese Less Whiskers podcast we're talking with Ross Thiebaud who sells metal roofs that run anywhere from $50,000 to $200,000, and he does almost all of it online. No salesman in the home. No three-hour kitchen-table wrestling match. A husband and wife watch a video in the comfort of their own home, answer a few questions built right into it, sleep on it, and then get on a 15-minute call where all that's left to talk about is the price. I love the elegance of it. By the time someone reaches out, they've already sold themselves. We also talked about the nine-word email, which brings in 25% of Ross's business from people who didn't buy right away. That got me onto one of my favorite ideas lately, RevPUP, or revenue per unconverted prospect. The leads everyone writes off as junk are usually just buyers who aren't ready yet. Check back in 18 months and almost all of them bought a roof. There's a lot here about patience, premium pricing, and treating your list like a time capsule of the customers you're going to have.   Key Takeaways: Why selling over video beats selling in the room: guard's down, they can rewatch the key parts, and they sell their spouse for you. The "no pushy salesman required" hook that filters out tire-kickers and pulls the ready buyers forward. Why making people watch the video before you'll talk price isn't a barrier, it's a qualifier. If they won't watch, they were never going to write the check. How the nine-word email quietly produces 25% of the business from leads everyone else gave up on. The RevPUP idea (revenue per unconverted prospect): why "junk leads" are usually just buyers who aren't ready yet. Why doing the same thing cheaper is the hardest way to make a profit, and doing something different costs more is the easiest. Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

Today on the More Cheese Less Whiskers podcast, I'm sharing a very different kind of conversation with my longtime friend Joey Osborne, who just announced he's running for U.S. Congress in the mountains of North Carolina. Joey's been an entrepreneur his whole life, someone who's always looking to fix broken systems. Now he's turning that problem-solving mindset toward politics, challenging a 20-year incumbent in his district. We talked about how the same principles we use in marketing apply directly to winning an election, from identifying persuadable voters to the math of reaching the 60,000 people who could change the outcome. One thing that struck me was Joey's experience from his previous congressional run. The one precinct where he finished best was where he stood outside all day handing voters his card. Name recognition alone moved the needle because most people don't know who they're voting for when they get down the ballot. Whether you're selling homes, insurance, or ideas, the strategy stays the same. Find the people who are persuadable and get your message in front of them at the right time. Follow Joey's campaign at joey.vote, and stay tuned because this may become a series as we see how marketing principles work in the political arena.   Episode Highlights The formula for influencing 10% of people 100% of the way instead of 100% of people 10% of the way How a magazine distributed to just 450 people launched one of the biggest bands in music history Why the real estate listing strategy that works in an 8-week window applies to any time-sensitive campaign The video view retargeting approach that builds an audience of your most persuadable prospects for pennies What the $79,000 steakhouse receipt reveals about knowing your competitor's real story How to calculate exactly what it costs to acquire a customer—and why most people never do the math Show links Show notes Joey.vote

The quiet week between Christmas and New Year is the perfect time to revisit the fundamentals that actually work. While everyone else is planning their "new year, new me" marketing experiments, you could be installing the only framework you'll ever need to predictably generate clients. In this episode, I want to share one of the early I Love Marketing episodes where Joe and I break down the 8 Profit Activators - the foundational system I've used to help thousands of businesses create vending machine marketing instead of slot machine marketing. Putting money in and knowing exactly what goes in and exactly what comes out, every single time, rather than putting money in and hoping. We talk about how most business owners would happily pay 20-25% of a transaction if someone delivered ready-to-buy clients to them, but they won't invest that same amount in building their own client-generation system. I'll remind you how to think about your business in three separate units (Before, During, and After), why narrowing your focus to one target market makes everything easier instead of harder, and how to stop confusing "being nice to people" with an actual orchestrated referral system. If your marketing feels like throwing spaghetti at the wall in any way, this episode will give you the clarity and foundation you've been missing.   Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

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: 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. 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. 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. 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. When your product is complex, find a doorway: focusing on protecting kids or elderly parents opens the conversation to everything else a family needs. 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: 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. 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. 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. 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. 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. Michelle outlines her membership model for agents, offering them resources and support to implement her proven strategies in their real estate practices. 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: 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. 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. 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. 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. 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. 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. 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: 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. 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. 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. 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. 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. The episode highlights the effectiveness of using books as lead generation tools, focusing on creating captivating titles and covers to attract potential clients. 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: 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. 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. 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. We examined the process of orchestrating referrals through meaningful conversations, emphasizing the importance of actively connecting people with solutions rather than merely mentioning names. Joseph described the use of strategic engagement tools like text systems and embedded cues in communications to enhance patient relationships and increase referrals. 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. 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