More Cheese Less Whiskers – Details, episodes & analysis

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

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

Today on the More Cheese Less Whiskers podcast we have another special treat.

I've been on a whirlwind tour over the last few weeks in Toronto, Chicago, Phoenix and recently, St Petersburg back here in Florida where I was speaking at an event with my good friend James Schramko.

You'll remember James from our periodic podcasts. Normally I go to Australia each year in August and we record a special episode catching up on the previous year in Marketing. James is an amazing entrepreneur. He has a wonderful business. He lives in a beach community just outside Sydney where he surfs every day, and his lifestyle business allows him to do what he wants, when he wants.

We have a lot in common and we have a lot of great conversations when we're together.

We decided to go ahead and record our podcasts now, before I go to Australia in a few weeks, and in this conversation we talk a lot about lifestyle elements of your business.

I think you're going to enjoy this episode.

Show Links:
Show Transcript
ProfitActivatorScore.com

Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.

Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...

Today on the More Cheese Less Whiskers podcast, we're talking with Kevin Kula from San Diego, where he has a great business as the self-described, Runners Repairman.

We got to talk about naming and the idea that the 'runners repairman' says all the right things, and describes exactly what you are about, just when you hear the name.

Kevin actually has an incredible depth of knowledge and information that can be helpful to anybody who is a competitive runner, so we also talked about this idea of gathering what is largely an invisible audience and building a community of people who are your ideal prospects.

Lots of points you can apply to your business in this one. You're going to enjoy this episode.

Show Links:
Show Transcript
ProfitActivatorScore.com

Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.

Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...

Today on the More Cheese Less Whiskers podcast, we're talking with Darren Kirby all the way from the UK.

Darren does something pretty neat. He works with dads as his target audience, but dads who want to be fit, energetic, and have the extra energy they want to really enjoy their life, play with their kids and be there for their family.

We talked a lot about the idea of gathering that very specific target audience and creating the tools that allow them to identify themselves as the person he's trying to reach.

We talked about the idea of creating some activators or a manifesto that will help dads identify where they are, and what they need to work on to really live this energetic life.

This was a great conversation. I really enjoy it when people are crystal clear on who their target audience is because it unlocks the conversation about building that audience, communicating with that audience, and leading that audience to the next steps.

Show Links:
Show Transcript
ProfitActivatorScore.com

Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.

Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...

Today on the More Cheese Less Whiskers podcast, we're talking with Gorana Angert from here in Florida.

I've known Gorana for a few years now. She's been to a Breakthrough Blueprint event. She's in our Email Mastery program, so I had some context with her, and when she asked to be on the podcast to talk about an exciting new venture she's doing, I was game.

I think this is going to be a very important conversation because as we're moving into the 2020s now, it's a chance to reevaluate where we are.

I always love to think about it like this; we're coming into our first proper decade of the new millennium. As we're moving into the 20s, so much has changed. We literally have the ability to create our own television network, our own radio network, our own printing press.

We've had the chance to do all of these things for some time, but I think we're coming to a time now where we can really take it that seriously. Just like a 'real' television network or a 'real' radio network.

We had a really great discussion about the context of creating content in the new world, in a way that attracts the right audience and has the biggest impact in the world, the world you want to have an impact in.

So big thoughts, big moves in this episode, and I can't wait to hear your thoughts.

Show Links:
Show Transcript
ProfitActivatorScore.com

Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.

Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...

Today on the More Cheese Less Whiskers podcast we're talking with Mark Evans from Wisconsin, and Mark has a really great business helping entrepreneurs, with companies around $1-5 billion, build and deploy sales teams to grow their businesses.

We had a really great discussion about the impact of what he does, the result, versus the mechanism that he uses to do it.

A lot of the time, people who help people 'do things' focus on the mechanism, the track they follow, the product, how much they actually do for people, instead of focusing on the outcome, the results of what is being produced.

So that's what we talked about today. Focusing on what it would mean to focus exclusively on the result you're able to create.

There are a lot of great ideas here to help you focus more on what people really want — the results.

Show Links:
Show Transcript
ProfitActivatorScore.com

Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.

Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...

Today on the More Cheese Less Whiskers podcast we're talking with Jose Camacho, who has a really great business helping people remodel their bathrooms from their 5,000 square foot showroom in Miami.

We talked about a lot of the potential he has in the before unit for different target audiences, and it's going to be a good exercise for you to hear how we go through the process of selecting one.

The big opportunities though maybe in the during unit and after unit and the conversation developed as we talked about each of these.

I think you'll find this one very thought-provoking for your own business.

Show Links:
Show Transcript
ProfitActivatorScore.com

Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.

Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...

Today on the More Cheese Less Whiskers podcast we have a great show for you.

It's September, a new school year here in Florida. I always love to think of my time as an academic year, and before I get started, it's great to look back over the summer.

This year I again got to go to London, Amsterdam, and Toronto, and while in Amsterdam for our 4th annual Breakthrough Blueprint event with my good friend Elko de Boer, one of the things that we do is record our Periodic Podcast. It's a kind of 'year in marketing' review for both of us.

We talked about a lot of the things that we've done over the last 12 months, compare notes, reflect on our successes, and talk about what we see for the future.

It's a delightful episode to listen to, and it's a nice thing to set the scene on my marketing world view as I look forward to November this year when I go to Australia and do the same thing with James Schramko.

I always love talking with Eelco, and this is a great episode with lots of ideas for the year ahead.

Show Links:
Show Transcript
ProfitActivatorScore.com

Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.

Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...