Yesterday, I was listening to a podcast by Joe Polish and Dean Jackson — not one of their “I Love Marketing” podcasts, but a new one that Dean recorded for his More Cheese Less Whiskers brand.
By the way, if you don’t know Joe and Dean, both are direct marketers with decades of experience, who have taught and brought up generations of other marketers, including some famous names.
For example, yesterday on the podcast, Joe and Dean reminisced about a podcast guest they’d had on a long time ago, a young man named Tim Ferriss, and how after the interview, they spent 40 minutes trying to convince Tim to start his own podcast.
Tim in the end became convinced. As a result, he now has over 1 billion podcast downloads, and 800 interviews with people like Jerry Seinfeld, Arnold Schwarzenegger, and Mark Zuckerberg.
Anyways, Joe and Dean were talking yesterday about events, as in, promotional events, but also specific physical events, with chairs and a podium and dessert:
How to make such events work… how to make them good so people get what they paid for and more… how to get people to actually buy tickets.
Joe talked about the first event he ever put on, about mindset, and the following lesson learned, which he has applied to every event since:
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What I learned is it is a lot easier to run an event where people perceive it’s gonna teach them how to make more money and build their business than it is how to fix their head. This one was about mindset. It was about psychology. And it was an amazing event! It was really transformative to everyone there. But it was five times more difficult to put people in the room than it was if you’re selling “money at a discount,” as they call it.
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The key thing here is where Joe says “where people perceive.”
Fact is, mindset matters for making more money, and making more money content often talks about mindset. The two aren’t entirely interchangeable, but there’s a lot of overlap.
But how do you present such a shifting and moving bundle of information, products, or services? What single aspect of it do you trumpet for all the world to hear… and what do you quietly deliver in addition, without any fanfare, just because you are trying to do right for your customers or clients?
Getting that right or wrong means the difference between regular work, on the one hand, and making your job “five times more difficult,” on the other.
And on that note, I would like to remind you of the offer I shared yesterday, Justin Blackman’s Different On Purpose. This is an 8-week cohort to spread into the world new and different positioning for your service- or client-based businesses, if you happen to be a copywriter, coach, or agency owner.
Justin doesn’t have big income claims on his sales page for this offer. That’s because it’s the first time he’s running Different On Purpose, and big income claims are hard to make credibly before you have had the first batch of people go through the program and report on their results.
But if you are selling something woolly like “copywriting services” or “coaching” or “consulting,” there’s no doubt that a different client perception of what you do could help you work drastically less and yet make drastically more money.
If you’re curious about Justin’s Different On Purpose, I wrote up a summary of the offer yesterday, including why you might want to join now, in this very first-ever cohort. If you’d like to read that:
https://bejakovic.com/announcing-live-personal-positioning-cohort/