Watching the Activators in Action
More Cheese Less Whiskers
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...
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Ep268: Fundamentals of the 8-Profit Activators
More Cheese Less Whiskers
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...
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Ep267: Owning a Market with Paul DeLano
More Cheese Less Whiskers
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...
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Ep266: Protecting What Matters Most
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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...
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Ep265: Being Admired vs Useful
More Cheese Less Whiskers
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...
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Ep264: Create Compelling 'Cheese'
More Cheese Less Whiskers
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...
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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...
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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...
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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...
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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_outlineToday 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