Ep262: Capabilities multiplied by Reach
More Cheese Less Whiskers
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...
info_outline
Ep261: Finding Invisible Prospects with Megan Cannon
More Cheese Less Whiskers
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...
info_outline
Ep260: Building a Thriving Practice with Joseph Tanti
More Cheese Less Whiskers
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...
info_outline
Ep259: Creating a New Before Unit with Paul Deloughery
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...
info_outline
Ep258: Crafting a Business Masterpiece with Chris Wysokowski
More Cheese Less Whiskers
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...
info_outline
Ep257: Creativity Unleashed with Steve Light
More Cheese Less Whiskers
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...
info_outline
Ep256: Convert More Leads with Stuart Bell
More Cheese Less Whiskers
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...
info_outline
Ep255: The Power of Selling with Carlos Garrido
More Cheese Less Whiskers
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...
info_outline
Ep254: Becoming a Trusted Partner with Chris McAllister
More Cheese Less Whiskers
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...
info_outline
Ep253: Being the Voice with Tobin Jarrett Poppenberg
More Cheese Less Whiskers
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...
info_outlineToday 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.