Dan has owned 11 companies since 1992, building multiple businesses with revenues exceeding eight figures before selling. He is also the host of the Growth to Freedom podcast, where he interviews industry leaders and experts in a variety of fields.
Here’s a glimpse of what you’ll learn:
- Dan Kuschell discusses the often-overlooked benefits of direct mail
- Dan’s tips for boosting your “ROI squared”: Return on Interaction and Return on Implementation
- How did an artist establish his coaching business and earn exponential numbers of enrollment in just a month without any marketing experience?
- The secret to success: following up and frequent interaction
- Creating an irresistible offer that speaks to a buyer’s culture
- What is the main reason people buy or don’t buy a product?
- Getting your business noticed with these four ways to stand out from the crowd
- Where to learn more about Dan Kuschell and his company, Breakthrough3x
In this episode…
Are you looking to multiply your business’ impact and profits, but are struggling to stand out to your target audience? In a world overflowing with messages, content, and budding companies, it has never been more valuable to zero in and offer unique value to your target niche.
That’s why Dan Kuschell founded Breakthrough3x. With his expert experience and sage advice, you can stop going unnoticed and start tripling your impact and profits as soon as this month.
Join Dan Kuschell of Breakthrough3x as he gets interviewed by Rise25 Media co-founder and host of the InspiredInsider podcast, Dr. Jeremy Weisz, in this episode of Growth to Freedom. They’ll talk about how to break through the noise and connect with your customers, the overlooked benefits of direct mail, why taking a risk reaps major rewards, and how to create an irresistible offer that works every time. Keep listening.
Resources Mentioned in this episode
- Growth to Freedom with Dan Kuschell
- Schedule Your Breakthrough Strategy Call
- Free Mini Business Growth Toolkit
- Dan Kuschell on LinkedIn
- Joe Girard’s collection of books
- InspiredInsider podcast
- Interview with Mois Navon of Mobileye
- Dr. Jeremy Weisz on LinkedIn
Sponsor for this episode
Thanks for listening to this episode of growthtofreedom.com.
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In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You can get that at activate.breakthrough3x.com. That’s activate.breakthrough3x.com.
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Dan Kuschell 0:00
Welcome to growthtofreedom.com, the show that brings you inspiration, transformation and leadership. We’re helping you connect the dots, see the blind spots, and get unstuck so you can go out and generate more leads, more sales, more profits. More importantly, so you can go out and have a bigger reach, a bigger impact, and make a bigger contribution.
Jeremy Weisz 0:24
All right, we’re live. Dr. Jeremy Weisz here, founder of inspiredinsider.com where I talk with inspirational entrepreneurs and leaders. Some of you’ve heard of, some you’ve never heard of. You know, Dan, I love hearing about the challenge stories. People listen, here, over and over. You know, I had someone on Mois Navon of Mobileye, they ended up selling their company, they’re fueling the autonomous fuel autonomous car revolution. They got acquired by Intel for $13.2 billion. And what was cool about a story though, is when you know in this journey, this up and down journey, that he had to go home to his kids To cut a salary is just taking much longer to reach where they want to go. They’d cut a salary multiple times, and he had to go home to his wife and kids and basically like, we’re pulling you out of all extracurricular activities. There’s no niceties, there’s no eating out, there’s no nothing, we’re gonna have to survive of what we need to survive off of now, you know, and that was reality. And that’s what we only hear like, sometimes the success and other side we don’t hear about those crazy times, up and down journey. So I love hearing those stories. So you can check out more of those at inspiredinsider.com.
So the real stories along the journey, right, and and this episode is brought to you by Rise25, which I co founded with my business partner, John Corcoran, and we help people reach their dream 100 clients and referral partners with a podcast with actually generating ROI with the podcast in giving to people giving your best relationship with the podcast and you can check it out. We’ve been doing it for over 10 years ourselves helping other people and it’s really led to tremendous relationships. And really Dan and I’s relationship here today and see if you have questions or if you could check out more at rise25.com. And I’m gonna introduce today’s guests, who I consider a really good friend and colleague and a mentor to me, and I’ve gotten to know him over the past many years, and I’ve had him on the podcast previously. And like I always tell people Dan, the podcast, I’ve gone to people’s weddings, I’ve gone on family vacations, I’ve whatever in the case of you whenever we’re in the same city, we will get together and hang out and Dan Kuschell is an accomplished entrepreneur and business coach and formally CEO of Genius Network. He’s run 11 companies since 1992. He’s built up multiple businesses to revenues exceeding eight figures. In one of his businesses to a staff of over 170 people before selling it. He runs Breakthrough3x. He helps founders and entrepreneurs three x your profits and impact, but not your stress, which is a key component, Dan. He’s coached over 5000 business owners and had over 200,000 clients and over a million people have enjoyed his educational resources. You can also check out his podcast which is amazing at growthtofreedom.com, and you can check out more breakthrough3x.com, and his fun fact is he played college baseball. Yeah, thanks for joining me, I totally appreciate it.
Dan Kuschell 3:22
Brother. It’s amazing to be with you again today.
Jeremy Weisz 3:24
You know, I want to do something lately of kind of a series of people I consider when I think of the biggest givers in the universe, who just value relationships, who are amazing at giving to people, and you’re one of those people I think they know but besides everything I just read, that doesn’t matter to me. Okay. What matters is someone’s an amazing human being and they give to other people with relationships and that’s what you are just amazing at and I want to start off talking about the value of relationships and maybe you know, we met through, you know, a way, and you’ve done many, many interviews yourself. Okay. And there’s several ways you are really good at building and maintaining relationships. And one I see is you send out regular, actual physical things in the mail. Yes. Do you want to talk about that for a second? Yeah, people think direct mail is dead.
Dan Kuschell 4:24
Direct Mail is dead. I’m glad people think it is because it allows those of us using it to actually do well from it. It’s not as crowded as other places. So that’s, that’s a little insect right there.
I mean, at the end of the day, we all love to feel special. Right? And so, you know, years ago, you know, this would have been back in like, nine in the night, early 1990s. I read a book about a guy named Joe Girard, and he was the top salesperson in the world at the time. And there was like a five year stretch with no fleet sales and car sales that he had, you know, maybe like 11,000 sales in five years, which if you do the math is pretty incredible in and of itself, so he exponentially outperformed everybody in the book, it talks about they essentially asked him the question like, what was a couple of the key things that you did. And he said, what I did is for my potential clients, and my clients, is once a month, I would send out, or once a month or once a quarter, I would send out physical cards to them. And then he would put something like P.S. I love you, right? Or your special or some kind of motivating message to stay connected to them, right? Because there is an ROI squared. That gives you an ROI cubed, right. Now, you might ask, Well, what is ROI squared equals ROI cubed? See, it’s not the ROI you think. See, number one, its return on interaction. Like what is the interaction you have with a colleague, a peer, a potential client and a current client, past client alumni, whatever you want to call it, right? There’s our return on interaction. Right? Lots of people will do, like Christmas cards, right? No, but I got a lot from Joe Girard and his idea where he said once a month now, I’m not as good as Joe, but I try to be very thoughtful and have, you know, for many, many years of doing this historically and with regularity, and with consistency, where about four, maybe five, maybe even is up to six times a year we send out, you know, we get, you know, think about it, you send out probably a Christmas version of a Christmas card, and we all kind of get in this ritual and habit of doing that. You know, many people today have opted for the family photo where it’s kind of showing some, you know, things that have happened in the last, you know, few months or whatever the case might be, well, what if you extended that annually, and every quarter or so just maybe in four times a year you put your photo card together, then you may get useful for that. So you go one step beyond just showing you because, you know, people don’t care about you and I that much they care about themselves. So what we do is we because we interview a lot of people, but you can go research these and just find them and put valuable quotes on the back of the card. So now they get the back of the card, it’s valuable to them, it gives them an inspiration, a thought we typically will put like nine, minimum of nine quotes on the back now. Typically, these are interviews we’ve done. On top of that we’ve got another layer which is putting together usually can be anywhere from a half a page a page to sometimes it’s been as many as eight pages of insights we’ve gotten from what we have done in the last quarter. We put that in there and so we send it out to the people that have come into our world and you know that regularly when we send this out Jeremy, what ends up happening is all ended up getting texts, you know, all kinds of many of these people I’ve never physically even met before, but I’ll get texts Oh my God, this really struck me right people go man, I’ve got this pasted up on my wall, and I use it as my guide. I’m using it as my guide for the next quarter. These are sometimes not even clients as well. Then we have clients that go man that one thing you share, just reinforce something that we would have been doing together. Thank you. Right? So we get emails like that texts like that. So it’s a great multiplier and it keeps you in front of people in a non crowded place, which is the mail. Right? So ROI, the first part of ROI squared is return on interaction, creating interactions in unique ways that no one else is likely doing in your market. So physical mail is unique because most people are too lazy and cheap to do it. And I don’t mean that offensively, but it is what it is, right? Just get outside the box a little bit and create interactions. That’s number one. Number two, ROI squared is return on implementation. Like chances are as you’re listening or you’re watching, right, you probably need a new idea. Like you need a damn hole in your head. Right? Right. Well, I have lots of ideas, creative entrepreneurs have thousands of ideas, return on implementation, right? You get an idea? What’s your method to implement? Right now? There’s all kinds of ways to implement. But there’s a lot of ways to get in the way of implementing. And what our reminds me of is, Jeremy is, you know, this recent example of a client that’s come into our world really blessed to work with this guy, but like, he’s an unusual case, because he’s in an industry that most people look at that industry when they would not want to serve this industry, they would not want to have planes in this industry. And you’ll understand why in a second when I describe it, his name is Bruce. And Bruce is in the art industry. And you know, if you think of that industry historically, it’s like, you know, starving artists, right? Starving artists. And guess how—The first part of ROI squared is Return On Interaction: creating interactions in unique ways that no one else is likely doing in your market. - Dan Kuschell Click To Tweet
Jeremy Weisz 9:36
Do you not want us like, you know, if Dan Kennedy who has money and it’s like, students and artists is not really good.
Dan Kuschell 9:43
It’s crazy, right? So, but, he got referred to us which, you know, obviously, it’s the highest compliment in the world. You got recommended to us that these guys can really help you. And so we talked, and here’s what Bruce was facing. Bruce was like a lot of people he’s like, over the years having 11 companies as we share this Jeremy and I like to share is, you know, that means I’ve had a lot of failure to, I mean, I crashed three of those 11 companies. Now granted the other eight were either seven or eight figures plus companies grateful to have them. I was lucky enough to sell now being able to, to you know, buy company, sell company has been, you know, been so, so incredibly grateful and blessed for all that right. But I try not to forget a lot of the mistakes too, because if you forget where you come from, you’re on your way back. So Bruce, he comes to us, we’re having a chat and he’s like, I mean, you can just, you know, think of your situation. Your situation is you’re listening or watching right now you’re, you’re struggling with burnout, struggling with overwhelm, struggling with confusion, right? He was studying like nine different experts. And he was being recommended to all these different technology platforms. And I won’t mention the technique because a lot of them are really amazing platforms. But he was like, I’m going to do this program for my webinar. I’m going to connect it to this process for my online follow up sequence. In my CRM and blah, blah, blah, and he was all and he was just completely and utterly confused, and overwhelmed. An artist trying to make he’s an artist for Christ’s sake. He’s not like a marketer. Right? I said, Bruce, timeout, dude, we’re gonna, we’re gonna solve this. It’s about the ROI return on implementation. So what did we do? We said, you know, what, what do you want to do? And so through the process of understanding him, he loves teaching art, he loves helping people tap into creativity to free themselves and tap into a creative side that maybe they hadn’t experienced since they were kids, get out of their comfort zone and, you know, kind of paint your life through painting, right? You know, get creative, get the colors out, versus most people living in existence are living in black and white. And so he was like, that’s what I want to do. And I said, Well, what would you offer and so we work long and short. We help him come up with basically his version of a coaching training program for a year. And then instead of going all the technical and creating funnels and creating automation and creating, you know, these things, these crazy things that they do work. But again, he’s an artist, not a marketer, maybe like you, right? He’s not a professional at this, right? He hasn’t spent 1000 hours to solve what works, what doesn’t and how to get it in place like that. for him. His art is his 10,000 hours. So what do we do? I said, Hey, Bruce, let’s run this over here on Zoom. Let’s keep it super simple. Let us help you help frame your presentation. Here’s what he did, Jeremy. He took action. First of all, return on implementing he’s like, I really appreciated this simplicity. It was a great quote from Oliver Wendell Holmes, he says, you know, I’d rather I wouldn’t give a fig to be on the other side of complexity. But I’d give my life to be on this side of simplicity. Isn’t that true? Think about as you’re watching, right as you’re listening. Isn’t that true? Right. It’s so true. so incredibly important. Really tune in with that, the simpler we make it for our clients, to help them save time, save money, make it easier, right? convenience, like how can we do that? Yeah, we could have talked to Bruce about automation. I mean for our private clients, Jeremy is you know, we help them build a lot of them. We help implement a lot of these things I’ve always said, Let’s skip all that. Just put it in Zoom. We helped them write the description, come up with it. And then he had a list of only 400 people in his universe. And he said, okay, just invite him to come to the webinar. Right? And what ended up happening you set up the webinar or the what not the webinar, but a meeting so you need to do a webinar. We didn’t even want to get that to know he said just set up. If you ever set up a meeting in Zoom, he goes, Yeah, I’ve done that a couple I said, just do the same. But we’re going to have people fill in their information first so that you can get the info of who they are, their name, their phone number, etc. email address. So we did that through Zoom, through a Zoom meeting, right, which again, brings so many different roles from typical marketing expertise. And so but he took action, you just want to get started, get it started, get it gone. He invited the 400 people, get this Jeremy, this, like, is gonna blow you away blew me away, frankly, because I expect Okay, 400 there’s going to be 40 respond and you know, there’ll be a handful. Anyway got 122 people to register for His free training through this process. And he had 92 people show up on the very first one. Now keep in mind as you’re watching, you’re listening right now, at the time we’re doing this. This was four weeks ago, four weeks ago Thursday. First one. He did his presentation, he broke a lot of rules. His presidents, you know, they know how to do a perfect, I don’t want to use the name but, a perfect presentation, we’ll call it to sell people know he’s an artist. He went three and a half hours, he made his offer in about three hours, breaks all kinds of three hours, three hours. He had four people, five people enroll in his coaching training program. First one. Now this is where most people would stop and you know, either they’d be excited or depressed or somewhere in the middle, and then they grind people show up then I’d be excited.
Jeremy Weisz 14:50
Like three people watching this right now. I’m excited about that. Greg Rollet that likes this. I’m excited about that.
Dan Kuschell 14:56
That’s awesome. 92 people right show up for this thing. Yeah, right. Okay, amazing. And so we talked to him afterward how to go four or five clients. When did you do things? He said, Oh, we made the invitation to move forward our offer in about three hours. Am I okay? But he goes, I love this. This is what I want to do. He goes, What should we do? Should we now build the arm? I’m like, nope. How about we just do the same thing over again yet 122 people, I said, here’s what we’re going to do. We’re going to recraft your offer. And we’re going to do it in about 40 minutes, and make that and then you continue your content. Even if you want us to continue to do three hours, which he did. Then you just continue to do content and then see the offer. Do another set of code and see the offer over the time, right, second one. Now see, this is where most people would have stopped though the first one and regrouped and waited two months to do the next webinar. And he would have been sitting on for clients and there’s a really important part of the return on interaction. You’re going to hear that as well explain his model. What we did help them do. And number two, the ROI which is return on implementation. Keep it simple, right? Keep it My dad used to say when I was a kid, Jeremy, Dan, keep it simple, stupid. And he’d almost say with that stern of a voice it’s time soon. So that would be kind of see I’m getting flashbacks right now. By the way. My dad like that stern look in his eyes. Anyway, I digress just a tad. So he goes, I love this. I go awesome. Why don’t you do it next week? He goes, Okay, yeah, I’ll do it next week. So he repeats the process. He has 275 people register for the second one. Yes. 202 show up. He makes the offer Now earlier and then he sees it a couple times through the rest of his content. Right. And he has 19 new enrollments. We talk again, how to go he goes it was amazing. I love this. I want to keep doing this. I go well, let’s do it again next week. This is a week ago Thursday. He does it. He enrolls another 19 clients, he just did it again yesterday. And I think he got like six, five or six new clients from it. Right? And what’s so amazing when he stopped at the first one and waited 60 days, he would have been delaying his ability to impact people. But based on the power of ROI, return on interaction consistently, right this many times that long, they got to see it repeatedly and understand it more and more comfortable. I’ll tell a story about this and why this is so critically important. And number two is the return on implementation. It just keep it simple and take action. Right. So let me just hit a timeout. Jeremy, wait, what are your thoughts?
Jeremy Weisz 17:35
People that may be counterintuitive, like why don’t want to flood my people with something so frequently or so often. What do you say to those people? You’re right, obviously the proofs in the pudding but that some people wouldn’t not have listened to your advice because they think well, I just did one I want to give them a break from emails and see my presentation. You’re saying the opposite which is I love counter and, you know, counter intuitive advice. Because the more they see it, the more they understand it, the more they’re familiar with an actually increased her his number of registrants and shops.
Dan Kuschell 18:08
Yeah. So let me let me give a thought on that. So one, you know, is it possible that that way of thinking if someone is thinking if you’re thinking that right now, as you’re listening or watching, could that be holding you back from your bigger future? Is it possible that that could be a limiting belief getting in the way you actually you’re letting you know, whatever that voice of doubt is, or the idea of it’s got to be more automated or it’s got to be more space, or it’s got to be more technical than this. get in the way of you actually making money Personally, I’ve met a lot of our clients and see a lot of people I’ve talked to over the last decade plus that are letting automation and they’re letting technology get in the way of them making money and having an impact and helping people. The end of the day. If you follow this advice, it’s my belief and from results, Davis tells us this ROI squared return on interaction return on implementation. Gives you ROI three, which is tripling your business done, right? And at the end of the day, isn’t that what you want, you want to grow your impact, you want to have the ability to make more money, right? And plus, what it gives you the ability to do is you eliminate risk This way, you eliminate risk, because of frequency of communication, right, the return on interaction. So you eliminate risk, you actually engage people at a much deeper level, so you boost your bottom line. And on top of that, you have the ability to help more people. So if that’s the kind of business you’re in, then I’d encourage you to like, try at least try it, try it for the next quarter, and see where it takes you see how it impacts your business with this approach. Let me give it let me give a scientific study that was done on this that I stumbled across on a few years back and, you know, it’s this idea and this is kind of an old approach, but I think it’ll drive this point home if you’re wondering. So back when we were younger Jeremy you know, if you were Remember our parents or grandparents had these things in there? Instead of a refrigerator? They had these things called what? an icebox. Right? And so they had an ice box. And I remember that I vaguely remember the transition over from an ice box to a refrigerator model. So you know, usually, like where I grew up in the inner city of Detroit, we had a basement. So the icebox was down the basement. And you know, what would happen is you paid a monthly fee, roughly, I don’t know, 20, 25 bucks a month, and the ice guy would come and deliver ice. And then there was a milk guy who would deliver milk so it was kind of fresh, and they put it into this little side of our house, right when we put the ice down in the icebox and we put the milk down in the thing, right when we weren’t drinking powdered milk yet. That is, that’s another story for another time. At any rate, what ended up happening the company came out with it. The first company came out with the idea Jeremy where what they would do is they would have this machine and it was revolutionary, or so they thought that you plug the machine in We’ll take out your icebox, it won’t cost you anything for us to take it out, we won’t even charge you to put this thing you plug in the wall in, right? And we’ll charge you the same money per month for three years, 36 months, about 2025 bucks a month. And at the end of the three years, then you own this machine called a refrigerator. And what happened? Do you realize that when that this was going on in this company, this initial company that did this, they were going bankrupt? Because they were so shocked at the lack of response. And what they found is this. Number one, only about 20 to 25% of people took action and bought the refrigerator. And again, they were going bankrupt. So they were in a kind of a panic mode. So what did they do? They send out a follow up team to go out to the homes that said no and say, Hey, curious, what was the reason you decided not to get this? And they get into many cases and conversations with the people that had said no, and guess what happened? Just by them following up and asking them Not and then clarifying additionally, in other words, recently recency or return on interaction, another proximate 20 25% ended up getting refrigerate. The third group of people now momentum hit in the market. And now there became a wave later where, you know, about 50% of the marketplace just it was kind of becoming a norm, they jumped on board. And then there’s always a fourth category that like, you almost have to make it a federally mandated blog before they’ll do it. Right, like fire alarms and you know, your fire extinguisher whatever that you know, you know, the transition from beta to VCR like I remember, we always seem to be the last house in the old country, that whatever hit these things when we were kids. But it’s kind of this way this model actually shows up in almost every industry today, right? This type of return on interaction or frequency makes makes a huge deal. And ideally, like what can you take from that? Right, what can you take from this story of Bruce? How could you put them in I, here’s a couple of ways to think about number one is, return on implement, implement, keep it simple. So take the simplest path is the shortest path is likely your best path to
do take action with return on interaction, right? over and over and over again. Right. In fact, here’s a more advanced way of looking at. We’ve been working with a lot of private clients over the last year or so. And is this serving. Jeremy, what are your thoughts on serving? Yeah,
Jeremy Weisz 23:28
I have a couple of questions that keep going. Yeah.
Dan Kuschell 23:31
So. So we’re fortunate blessed to work with some pretty prominent experts in our private client work that we do. And so there’s been over the few years, millions of dollars invested in different types of advertising. Here’s something staggering. We found through multiple clients, not just a client, but multiple. For those that are using, like, this education based platform. Now, there’s all kinds of names for it. And you could call it video content, right? You can call it webinars, you can call video sales letters. You can Call it, you know, teleseminars if you’re still using, which we have a client in the health industry that is using that model still and still doing incredibly well, which is also counterintuitive, and more right. So whatever, it’s just valued content, education based content that’s put out there, right. So whatever your words are as you’re listening or watching whatever it is, it is what it is. I’m going to use the term webinar generically because a lot of people seem to be but if you’re not familiar with, like, the term web, just consider its educational based content. Like it could be a video could be an audio could be multiple things. So through all this advertising, here’s what we’re finding that when we have people who come into a model, we see exponential numbers in enrollments, meaning people buying something when they’ve attended two webinars, and engaged in one list building type type of tool like a download this checklist download this guide, download this free tool to webinars and this list. Building tool, exponential numbers of conversion of people become purchasers. So here’s the thing to think about going back to ROI squared to ROI cubed. A lot of people will do a webinar kind of like using the example of Bruce, they’ll do that one, and then they’ll take a break for months, sometimes 679 months, then they’ll do the next webinar. And then another 369 months later, they’ll do another webinar. And what happens is the sales cycle can be like this. But what if you could collapse that sales cycle? Think about that? The power of that, in Bruce’s case, he did it in a month where he’s done for trainings in a month. And guess what? collapsing sales cycles? What would you have to do to collapse your sales cycle? What if those numbers hold true in your niche now, I don’t know you unite. So I can’t say this is 100%. Factual for every industry. It just happens to be that with the private clients, we’re working with serving multiple industries we’re seeing this almost like clock work at 100% with our clients. But what if what could you do? What could your takeaway be as you’re listening or watching right now for you? When would you want that to happen? Would you want it to be here? Or would you want to do what Bruce did and bring it here? Well, what’s the shortest distance to make that happen? anyway?
Jeremy Weisz 26:18
Yeah, I mean, you know, it goes all, Dan back to relationships, right recency? Because if you are going to go on a first date with someone, and then you text them, or call them a month, two months or six months later, how’s that gonna go? Terribly. Yes. Well, I mean, I remember my wife, I would, we dropped her off on our first date. And she’s like, I go, when can I go on another day with you? And she goes, call me and so I got my car, start driving home and I called her like, that’s what I did. The recency as I waited five minutes. I didn’t play this three day rule or whatever. Color Okay, I’m calling you now. When can we go on another day? Okay, and that’s what reasons he is. And the same thing with webinars, same thing with direct mail, whatever it is. So I totally appreciate you talking about that. The other thing I want to talk about Dan is, um, you helped him with, you know, multiple iterations, like from the first one, just getting it out the door and proving it to what he’s doing now. And specifically, I mean, there’s so many things we could break down, but I wanted to break down, I know that you kind of cut down the presentation length, more specifically, probably helped him with the offer. If you could talk about some of the components of a really good offer, I think that’d be really helpful, whether I mean, people can apply that in a webinar to email to direct mail to whatever so some of the components you help them with in the offer section.
Dan Kuschell 27:55
Yeah, so at the end of the day, how can you know you know, it’s an idea of how do you create an irresistible offer? Right? And as you’re listening or watching, what is your irresistible offer? Do you have one? Or do you have several right? You might have multiple products or they do you have an irresistible offer built around them. If your stuff is not selling, right, it may mean you don’t have an irresistible offer, not in your eyes, by the way, it’s in your clients eyes, how do you know you have an irresistible offer as people buy? Right? And it’s not about a selling system. It’s about a buying system. And there’s a big difference like Apple, is you think about companies in the world that we, you know, can kind of connect to is Apple right? Apple has a buyers culture, they have a buyer system. Starbucks has a buyer system that boasts a high premium price in their niche in their category. But yet—It’s not about a selling system; it’s about a buying system. - Dan Kuschell Click To Tweet
Jeremy Weisz 28:48
A new iPad comes up boom, people are lined up around the corner.
Dan Kuschell 28:51
Lined around the block, right, just like that to buyers’ culture. So if you have an irresistible offer The key is, you know it by the fact that people buy it. So if you don’t have that happening, then you might want to go back to like, how are you making this presentation in your clients eyes, in their view? That’s what a couple of the keys and looking at building an irresistible offer number one, you know, it’s got to be, you know, how do you make it where you can eliminate or reduce risk? Right? That’s a really critical thing to think about, especially in the times that we’re in right now, depending on when you’re seeing this, if it’s, you know, recently we just come out of the corona situation like making sure people understand it’s safe. You may have heard if it is local, you may want to speak to the idea of local, you may want to speak to the idea it’s customized to them. Right? But save, customize, you know, working together, right in a safe way. That’s this really at the end of the day people buy or don’t buy for one main reason. Do you happen to know what that is? As you’re listening? Do you know what it is? took me years to learn this years, I still feel like at times, I’m like, I got to make sure I’m really true to this, it’s certainty or more importantly, uncertainty. People will buy or not buy based on how they feel with certainty or uncertainty. So what is your offer conveying that gives them certainty or uncertainty. And many times if you just speak to the fact that it will give you certainty to do this, and what that means for you is this. And what that gives you is this and what that will mean for you is this many times, you know, there’s layers when you create this irresistible offer, so if you can eliminate or reduce the risk, that’s a huge thing. Number two, is you want to help create a version or a feeling of results in advance. Right? How do you get people to feel like they’re going to get results in advance? There’s all kinds of ways to do it is this varies product product service to service and all kinds of things. My very first company I started back in 1992, Jeremy as fortune I guess I fell into this To a degree by accident, however, I worked in a direct marketing and direct mail, we work with direct mail, TV and radio, as you know, you and I’ve talked about in the past in the late 80s, while I was going through college in the summers, right playing ball, and I fell in love with it. And I fell in love with psychology, and I fell in love with it, the whole concept of how you could put something out and people would respond and buy it like this direct response marketing. And so when I started my first company in 1992, we serve health club owners, right. And so if you owned a health club, and you were independent, so you couldn’t be a part of like a big giant chain or whenever you weren’t a big change and see where mom and pop in a local local market, we’d come to you and go Hey, Jeremy, if we could show you a way where you could go out there and we’ll bring you new clients. In fact, we expect we’ll bring you a couple hundred clients in the next 90 days or less and it won’t cost you anything upfront. Why? Because you might be asking me why we’re going to run the ads for TV, radio and direct mail, we’ll fund it for you. And then when we make money, we’ll split the profits. Would you be open to that? Boom, hit timeout. That was our irresistible offer to open the door. Right? And so, as you think about, like, your irresistible offer, what could it be one of our clients who’s in the regenerative medicine, business, right, we worked with them and another part of your offers what makes you unique to the marketplace? See if you’re a me too product or you’re a me to service, or you are communicating what your benefits are in platitudes, like everybody says, what that what that is, right, then chances are, you’re gonna have a hard time having it irresistible. It’s got to have the best customer service.People will buy or not buy based on how they feel with certainty or uncertainty. - Dan Kuschell Click To Tweet
Jeremy Weisz 32:45
Well, everyone says everyone says that, yes.
Dan Kuschell 32:49
Or you know, where you save you time and money. Everybody says that. We give you the ability to work more efficient and effective. Yeah, everybody says that, right. So it’s got To be unique, so we have this processor that we work with and happy to share. We’ll put it in a link somewhere where you can download it, this article that we put together around this, but it’s basically there’s four, four critical parts. And not only Why give you the parts, but I’ll share a couple stories about it, as well. So the first part is you got to get clarity on your unique market. Right? Well, who do you really serve and encourage you to go narrow, right, when you narrow down you can actually grow up. Surprisingly, it’s counterintuitive to, if you will narrow down your market of who you serve, you will find that you will attract people outside of that too, which is probably what you want. Right? But there’s a resistance so let me speak to the resistance. The resistance is well if I go narrow, I’m going to eliminate or block out people actually if you narrow down you actually track people outside too. That’s the truth. But here’s another way to think about who makes more money the generalist or the specialist. See if you’re a generalist, you’re Me too. You’re gonna get generalist fees. But if you’re a specialist in a category of a market narrowing down, you can charge higher premium.When you narrow down, you can actually grow up. - Dan Kuschell Click To Tweet
Jeremy Weisz 34:08
If you’re like a pediatric neurosurgeon specializing in the neck, you know, as opposed to a pediatrician.
Dan Kuschell 34:16
Exactly. You go to your doctor’s office and you need a tumor removed. Do you want your pediatrician doing that surgery? They’re a doctor. Right? They’re generalists. For kids. Do you want that doctor doing the surgery might get a better deal than the brain surgery.
Jeremy Weisz 34:36
Better deal like Yeah, not a good outcome. But yeah.
Dan Kuschell 34:38
Yeah. You and do you want your doctor to come to you all I’m the cheapest guy in town with how do you feel about that? Think about it from a medical is speaking to somebody who’s a doctor, right? That’s like your business. So focus on your unique market, what are you the specialist in and then you will attract people outside of that which again, you might not think that’ll happen, but test it, test it and you’ll be pleasantly surprised. prize I’m sure unique market. Next is your unique message. What is it you can say? That only you can say? Compared to anyone in the market? Right? So you want to get clarity on your message right Dan Sullivan of Strategic Coach has this great way to describe it, it says those who named the game own the game. So what do you name— what it is that you do, which ties to the third step, which is your method? How do you deliver what you do? See this in and of itself can transform your business. If you just name it like you’re getting exam. Let me just take you behind the curtain here for a sec. I gave you one of our naming right here, the ROI squared. That’s one of our frameworks why it’s easy to remember, an ROI squared equals ROI cubed. Right. And it’s also like confusing to it and not confusing, but it is a pattern interrupt. Right. So what could you do to create a naming convention of something that then educates people and shows and demonstrates to people quickly and easily how your unique write return on implementation is another one of our naming conventions. Alright, nobody else has had it return on implementation, what is return on implementation versus just getting an idea worth you? Right? So not beating on my chest here to go look it up? No, what I want you to do, I want all of you as you’re listening and watching this right now, to be able to put this in place for you, it’s so much easier than you’ve been led to believe. And it makes you stand out. So now, if you can come up with your unique market, your unique message, and how you deliver it in a unique way and your unique method of delivering and naming, like one of our clients and Jeremy helped connect us actually focuses in the regenerative medicine business. And in the regenerative bit regenerative medicine business. At the time, we got a chance to meet he was serving clients that doing real I mean, he’s amazing, by the way, in this industry, in this niche, he’s like the best in class, the best in the world at what he does. He was serving clients at $500 a month and at times he felt frustrated because they couldn’t keep up with them. They wouldn’t you know, they didn’t have the the fortitude to be able to invest what you needed to happen for advertising to really grow and scale up, right. And so he found himself in many ways working with the wrong kind of clients many times, not always, but many times at that level. So we went and worked with and we actually do this process, and we have a day process that we do with companies. And we did this with his company. And we walked through it, unpacked it spent a day came up with it, he reframed his model, as he calls it, the patient infusion method. But think about if you’re in regenerative medicine, wouldn’t you want a patient infusion? So he has the patient infusion method, or the pin pin process, right? So, name the game own the game. He started putting that out in the marketplace that allowed him to go to $5,000 a month for his services. Not much difference in delivery of service, just the naming of it. But then there were also five critical steps and we won’t go through those for sake of time right now five super easy steps that his company does that. Make up the infusion method. It’s not just the name of a name, but there are five supporting, in his case five supporting steps that make it up that now when his team, it’s easy for his team to remember five steps and the name go: what makes you different? Oh, it’s our pin process. Patient infusion method step one, step two, step three, step four step. Now when people hear that they go, Wow, I would have never guessed it. Was that intense that involved made him stand out when you get a while. Right. What could you do is you’re missing again. I don’t want to speak to just them. How about you? Can you take action with this? Can you identify your, I want to challenge, I would encourage you to do it now. Do it now. Figure out your unique market. What’s your unique message? What do you say? What can you say that no one else can say that you do. What’s your unique, so unique market unique, magic unique, unique method of how you deliver it. Then ideally, now you can have a unique offer. Like one of our clients, we worked with Joe polish. It’s my belief system. Like if you look at his unique market, right who’s his unique market. It’s entrepreneurs, right who are at a million plus a year? Who values contribution? Like, that’s a big, big place for Genius Network. Right? And Joe Polish his community, what’s his unique message, helping entrepreneurs reduce suffering?
No one had ever claimed that before. And when Joe shared it people connected to it. So it was a unique message. His unique method is called genius networking. And he has a program called Genius Network. You know, it’s our observation looking at a company like, like Dave Asprey. If you don’t know Dave, you’ll appreciate the process and I’m not going to give the company because if you don’t know it, you’ll appreciate the process. If you do know, I just go with it. Right. So Dave Asprey, he got the most commoditized business in the world probably the coffee business. So as you’re sitting here you go I don’t want to narrow down my customers or everybody if you’re saying my customers are everybody really you got no customers probably. Are you struggling to get them daily? Right. In fact, let me ask you, how are you doing getting clients daily. So if you’re struggling to get clients daily, then something’s off and yours is to offer and some of this stuff. Right. So go to Dave Asprey. His unique market wasn’t just people who drink coffee, so we’re going to narrow now he worked with one of the smartest marketing minds in the world. I believe Mark, Michael Fishman, who did his version of this, but if you look at what he did, his category of market was health enthusiasm, or fitness enthusiasts who drink coffee. Isn’t that interesting? No one had ever I believe, I don’t believe anybody had ever gone after that segment of the market before Dave did. And again by narrowing down it allowed him to expand out of it. Unique message. His unique messages get fit while you drink coffee. Who knew you could get fit while you drink coffee until he claimed it has unique method of how to deliver it is called Do you know it? It’s add grass fed butter to coffee. Now that had been around for 100 MCT oil Yeah, yeah, butter and MCT oil. It’s a coffee that had been done for hundreds of years. But Dave claimed it. He popularized it, just like Richard Cook it created the idea of 20/80, Perry Marshall popularized it in many ways. I, your partner, a partner, but he really helped expand it, right. So you can take things that are there that you can then just claim and work with. And you get, you get to popularize it as your method. He did that, that transcended into what’s called bulletproof coffee, which today is now 100 million plus a year business, which now is transcended into all kinds of programs, products, services and things called bulletproof. 360. Right, what could you do with this as you’re listening as you’re watching? What could you do with this idea, ROI squared, return on interaction, return on implementation, come up with an irresistible offer to your world going back to our friend in the regenerative medicine, we had a meeting here recently one of the things that we’re doing is working on a new updated offer that instead of it being $5,000 a month per client, he’s going to have the ability to generate over $60,000 to $65,000 per client by helping them double and triple their business. I won’t go into the method because it is kind of exclusive to him. But when you get this right, you can grow from one level to another level to another level. And it allows you to open all kinds of amazing, amazing doors. So anyway, Dan, first of all, thank you.
Jeremy Weisz 42:27
I could probably keep you on here for the next seven hours. I won’t. But I want to point people towards where they can find out more about you and your company. They can go to growthtofreedom.com and check out your podcast. They go to breakthrough3x.com. Anywhere else we should point people towards or within Breakthrough3x it would be valuable?
Dan Kuschell 42:49
Yeah, I mean, if you’re struggling to get you know clients every day, or maybe trying to simplify your business, what we did Jeremy we put together a toolkit that you can go get access to, you know, if you want to, you know, have your team do a better job of selling without selling, right, using a unique method that we’ve been using for over 20 years that we grew, our companies out of the group over $20 million a year will give you access to our outline script to be able to do that to give to you and your team. We’ve got a marketing plan checklist, you know, the number one reason, according to the SBA, that businesses go out of business is not having a marketing plan or not having one that works. So we give you a marketing plan checklist that you can use as a tool to update your marketing plan blueprint. You know, as you’re thinking about it right now, when’s the last time you updated? What worked just 60 days ago isn’t working today. So it might be time to update. So we give you that like, you can just have it. Number three, is if you’re looking for a way to be more productive as the founder and CEO of your business, but maybe you consider yourself that hard charging creative type or the type of person who like likes to operate outside the lines or color outside the lines and maybe you don’t see yourself as a typical CEO or a typical founder of a business. Right. Because of that, we put together this checklist for people like that. Right? It’s basically built for non-administrative type CEOs to be just a better leader in their business. And so you can get that checklist and you can go get that to help you grow your business with less stress, right to get you on track to get more clients daily, right to bring you more clarity, certainty and direction go get that activate.breakthrough3x.com. That’s activate.breakthrough3x.com
Jeremy Weisz 44:26
Dan, you’re amazing, always a pleasure, appreciate you sharing your knowledge. I mean, I’m gonna have to go back and listen to this a couple times just to hear just to really get a sense of the irresistible offer and all the elements we talked about. So I totally appreciate you.
Dan Kuschell 44:41
Thank you. Great to be with you, brother. Thank you, you too.
Dan Kuschell 44:45
Thanks for listening to this episode of growthtofreedom.com. Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall and growing your business? Well, let’s help you solve this problem. today. Let’s review your business. Have a conversation. Do that for free today at breakthroughstrategycall.com. That’s breakthroughstrategycall.com. In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You can get that at activate.breakthrough3x.com, that’s activate.breakthrough3x.com. If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com.