Dan Kuschell is a husband, dad, serial entrepreneur, and angel investor. He runs Breakthrough3X, a company that gives you instant access to a Fractional CMO Team. Breakthrough3X helps founders and CEOs grow their businesses 3 to 10x and generate more clients daily with a simple system that gets them free from the day-to-day. Dan has owned 12 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.
Mostafa Hosseini is the Host of Daily Confidence for Entrepreneurs, a podcast dedicated to helping business owners and entrepreneurs improve their self-confidence and self-esteem in multiple areas of their businesses. Through coaching calls, interviews, and monologues, Mostafa shares the wisdom he has gained through years of starting and maintaining his businesses.
Here’s a glimpse of what you’ll learn:
- Dan Kuschell shares how he became an entrepreneur after witnessing his father lose several businesses
- The difference between direct response marketing and direct response branding
- Dan’s model for modern marketing and branding
- Return on interaction and implementation, and what they mean
- Dan explains his five-step selling system
- Common marketing and branding mistakes businesses make
- How to create a client-driven business message
- Dan reveals how he helps his clients achieve success
- Breakthrough3X’s small business toolkit for companies to simplify their processes
In this episode…
Are you struggling to attract and retain clients? Many businesses haven’t updated their marketing or branding strategies and, as a result, have difficulty maintaining a steady flow of clients. So, how can you generate leads and sales for your business?
According to Dan Kuschell, using direct response marketing and branding as separate strategies is outdated. Alternatively, he recommends merging both by leveraging multiple platforms for your ads. This strategy allows you to gauge the customer journey through returns on interactions. And with Dan’s five-step selling system, you can seamlessly implement this marketing strategy to simplify your business processes.
In today’s episode of Growth to Freedom, business advisor Dan Kuschell joins Mostafa Hosseini, Host of Daily Confidence for Entrepreneurs, to talk about modifying your marketing strategies to generate leads. Dan explains direct response marketing and direct response branding, his business model for combining marketing and branding, and how to create a client-driven message.
Resources mentioned in this episode
- Dan Kuschell on LinkedIn
- Schedule Your Breakthrough Call
- Business Growth Toolkit
- Growth to Freedom
- Mentally Tough: The Principles of Winning at Sports Applied to Winning in Business by James E. Loehr
- Think and Grow Rich by Napoleon Hill
- How to Master the Art of Selling by Tom Hopkins
- The Power of Positive Thinking by Dr. Norman Vincent Peale
- How to Win Friends & Influence People by Dale Carnegie
- Mostafa Hosseini on LinkedIn
- Daily Confidence for Entrepreneurs podcast
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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Welcome to growtofreedom.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.
Mostafa Hosseini 0:25
Welcome to Daily Confidence for Entrepreneurs and this episode, you will discover why traditional marketing and selling is dead, the five keys that almost all successful companies have in place, how to use direct response branding, to build trust and respect while getting a steady flow of clients on a daily basis. And you will watch yours truly get exposed and coached by my friend Dan Kuschell. My guest that My dear guest today is Dan Kuschell. Welcome, Dan.
Dan Kuschell 0:59
It’s awesome to be here. Mostafa. Thank
Mostafa Hosseini 1:00
you. Great to see you, brother. So as usual, if you’re watching or listening later, please make sure you like and subscribe to the show. This is going to be a very interesting conversation. Dan has well over 30 years of experience in business and marketing and branding. So you do not want to miss this. And if you know other business owners who could benefit from learning a few pieces, critical pieces about marketing, black branding and selling, tag them in a comment below and or sent send them the link and share this pure wisdom with them. So they could you know, take advantage of that. So let me do the proper introduction to my friend Dan. And we’re going to dive into a very interesting conversation and I’m really looking forward to this. So Dan Kuschell is a husband, a dad, serial entrepreneur, and angel investor, football coach and the founder and chairman of breakthrough 3x. He helps business owners like you get more clients and grow three to 10 times with less stress, so you can have a bigger impact reach and contribution with many of his clients exiting the day to day selling or setting the stage to go public. With over 30 years of experience. 30 years of business experience. He has a start at 13 plus companies coached over 5000 business owners from over 180 Neat niche industries 11 countries and MIT been a secret weapon for clients and partners like the founder of ESPN, Joe Polish, Dan Graziosi. Janet Attwood Chris Atwood Genius Network gent, Daniel Marcos, Vern Harnish and more. Welcome, Dan.
Dan Kuschell 2:53
Thank you, Mostafa.
Mostafa Hosseini 2:54
Great to see you. We’re
Dan Kuschell 2:55
about are you I’m in Phoenix are on the west side of Phoenix. Yeah, it’s a little hotter out here this time of year.
Mostafa Hosseini 3:01
Oh, yeah. Do you guys golf in summer two there. Oh, yeah.
Dan Kuschell 3:05
Yeah, you get if you’re gonna go golf, and best time, though, is to go early, early, early morning, like four o’clock. 430. You know, sun up,
Mostafa Hosseini 3:13
like late later in the evening as well, like past 700 Later
Dan Kuschell 3:17
in the evening, also, but it’s still a little hot. Here the way the temperatures roll.
Mostafa Hosseini 3:23
Fantastic. So let’s dive into this. Dan, what
Dan Kuschell 3:26
is your story? Oh, my story. Well, you know, Mostafa, have you ever lost everything? Yes, I have always had, right. So, you know, you know, as a kid, you know, I grew up in the inner city of Detroit. And when I say inner city of Detroit, that’s really the inner city, it was kind of a rough neighborhood where we grew up, and my dad worked for a big, large auto manufacturer. And I watched him essentially lose everything. By working for this big company. You know, we were on welfare numerous times, because he would get the rug pulled out from be laid off or temporary and or semi permanent times, you know, year and a half, two years. And you know, there’s nothing worse than losing electricity, losing gas, or both at the same time, when you’re like eight, nine years old. And so I watched this happen. And then, you know, I watched my dad, who also didn’t want to sit back and rely on someone else. He wanted to control what he could control. So he I watched my dad start a business. He started at a restaurant bar, and that was starting to go and then some things happen and he lost it. In our family claimed bankruptcy. We lost everything again. He regrouped a little bit. Then a couple years later, I was 13 years old. My dad started a printing business. And I was older and so my dad would take me into you know, his printing company. And you know, it was in a suburb of Detroit. And so we were really proud and you know, so I watched on my dad worked and I noticed a few things my dad struggled to get a steady flow of clients every day. My dad struggled to run a business. We had a salesperson named Jeannie. I won’t mention her last name. But jeanne was really good at pulling the wool over my dad’s eyes, that she he allowed her to give everybody credit to do deals, and would pay her on non collected sales. And I watched my nice guy, Dad go through what a lot of people go through, and we lost everything again. So my dream as a kid, I thought the way the answer initially Mostafa was going to be playing baseball, playing pro baseball. That was my dream. As a kid, I wanted to take care of my family, get them out of this situation. Unfortunately, it didn’t quite work out. And then I got introduced to direct response marketing all the way back in the late 1980s. Thank goodness for my sister while I was playing college baseball in the summers, I needed a job. So I was going to school but I needed to work I needed to make some money. And I got a job in this direct response marketing company. I learned about direct mail and I learned about TV I learned about radio buys, media buys, all this stuff. It was so fascinating. And it was so fascinating. To me that became like my PhD. After my senior year of college, I started my very first company in 1992, and launched our version of the business. And we got off to a very fast start. And you know, we generated over a million or so dollars in a few months, it was ugly, I was 22 years old. So imagine that you have this big uprising, unfortunately, I also learned that we were good at marketing, we were good at getting clients. This guy right here was not so good Mostafa at running a business, so my friend and business partner decided he liked our bank account a little bit more, and he emptied the account vanish, and I had to start over and regroup. Now fast forward to today, it’s been, you know, over 30 years. And, you know, I feel so blessed. You know, I’ve been able to build company, I’ve had 13 companies. I crashed the first couple y’all right. And I lost everything. Again, I was on verge of bankruptcy, all these sorts of things have the dirty t shirt to prove it. The last handful of years have been such a joy, I’ve been able to sell a big giant business that we grew to 175 employees, we were, you know, we were making such an impact in the market. I also had immediate and I sold that business and exited a media business we grew to 10,000 leads a day over 1500 new clients every single week for our education programs. I was able to exit and sell that business. And now I get to help other companies. Basically, why do I do what I do? Is I see my dad, I see a lot of people like my dad who are good people, good products, good hard working, people want to make a difference, and they struggle to get clients every single day. And for me it’s a mission, it’s a passion to be able to go help others, you know, solve that riddle. Love it.
Mostafa Hosseini 7:54
Wow. That’s an interesting story there. You You have definitely been through a lot. Yeah. And a lot we can talk about publicly Yeah. Like speaking of understanding people and what they could go through? Or what they are going through. Like you’ve been there. You’ve done that, right? Yeah, yeah, for sure. So what do you do these days? And who do you serve?
Dan Kuschell 8:17
What do we do? And who do we serve? So short version is we help founders and CEOs, Mostafa get free from the day to day, we help them get a system, a marketing and selling system in place to bring a steady flow of leads and sales every single day. So they can get out of the day to day, that they’re not the only one responsible to bring business to the to the other company, right? They have a system and then you know, gives them freedom. You know, it’s a lot of fun. Yeah.
Mostafa Hosseini 8:47
Love it. Love it. Love it. Love it. So you talked about direct response marketing and how you got started in late 80s or early 90s. And you got really good at it. But then you also talked about direct response branding. Give us a definition of like, what the rest are a direct response marketing, direct response, response, branding, and what like is the difference?
Dan Kuschell 9:12
Yes. So let’s start with direct response marketing. Okay, direct response marketing, you know, is basically putting out a message. And it elicits a direct response. That’s the simple version. And either you get a response or you don’t get a response. Right, here’s the beauty of putting out a message and getting a response. You can track it, you can measure it, you can then calculate an ROI more easily. Right? So that’s direct response, marketing, you know, simple put out a mat and there’s all kinds of ways you can do this with TV, radio, you know, Facebook, YouTube, I mean, there’s all kinds of the, you know, literally I was doing something for another client earlier this morning, and we identified 19 different ways that we can help this client actually generate revenue Because the kiss of death for most companies, is they rely on one method like they one channel like, Oh, I’m going to rely on JV partners, for example, or referrals only. And you know, when you’re when you’re hammer, everything’s a nail. So if that’s all you know that the kid curse of death in business is relying on one, which is really kind of a mindset thing, right? You know, getting out of that comfort zone. And so we identified 19 different ways we can help them generate more revenue without it being predicated on themselves, for sure. So direct response is put out a message, get a response that can be measured. Branding, on the other hand, is put out a message. It’s not measured. That’s the simple version. And usually, it’s, you know, to put out good, you know, it can be goodwill, it can be to just pop out a message, you know, it’s a generic message, no measurement. So that those are the two distinctions. Today, what’s amazing technology allows us to bring the two together, because I believe, direct response marketing is outdated. And it’s dead. I believe branding for a company doing over under $20 million, in business by itself is debt. And so what do you do instead? So let me give an example. When I got started at all this Mostafa back in, like I said, the late 1980s, and started learning it. And in 1992, when I started my first company, here’s how it worked back then we had Radio TV, and you have magazines that we worked with direct mail, and we’d put out the message. And those are the main means. And we’d have an 800 phone number. And the 800 number was specific to what we were running and where we are running to. So everything was track, we can tell you down to the number. And here’s a lesson for you, as you’re watching right now, right away. Do you have a phone number on your website that allows you to track where people are coming from on like your homepage. And then you might like, if you have some kind of a lead mechanism where you’re generating leads on the lead page, it’s different than the homepage. Now you have a way to track where’s the traffic coming from, and be amazed at how many people don’t have something as simple as that setup, which is, which is mind boggling. So much wasted money, so much money falling off the table, etc. Anyway, so back when we got started, you know, what would you do? Right? It was kind of like this, we’d run the ads, TV, direct mail radio, we’d like this match, called the ad. And we’d throw it over there in the fireplace. And what would happen? Well, we’d either get a fire or we wouldn’t. But it was kind of new compared to now people weren’t as sophisticated, right? And what would happen is we can take a match and throw it in the fireplace, and every now and then we’d catch fire. Right? And you could still make a profit doing it that way. You know, it was kind of you know, if you compare it today, compared to then it was was tough, it was very promiscuous. You know it to a degree very wasteful, like TV ads, you know, 99% of the audience watching the traditional TV ad or not a potential client for anybody’s business. Right, but you only need small numbers, right. Whereas today, you can really laser down in basically focus to your perfect client characteristics, demographics, psychographics interest behavior, so many fascinating things that we can do today with the technology that’s available. Right. So today, here’s how it works. That’s different, right. And a lot of people are still running ads the way I’m describing, they throw in matches that loves one way. And they go, Oh, this doesn’t work or it does work. Or they ride that one vehicle, instead of leveraging the tide will lift all the boats. So today, here’s a better way that it works. You like this match. And I take this piece of paper right here, and I get a fire going to get a little plane fires going, it’s burning, it’s burning. Now I get some kindling, I put some kindling on top. Right. Again, this is the tide lifting all the boats. So this will be could be your, this could be your video you put on Facebook. And then on top of that you put a direct lead campaign in Facebook. And then on top of that, you put some branches. And this might be a remarketing addict through Google. And then on top of that, you put a log. And what would happen is because you built a fire from underneath, what ends up happening is the log will burn sustainably for hours and hours and hours if not days and days depending. Right. So today’s model combines direct response branding, to number one, be able to measure it. So there’s an ROI. Everything should have an ROI. You might want to write this acronym down. This is a great acronym to keep in mind because so many people play the game on the surface. They only measure it one way and there’s three at least three measurements of ROI number one, the traditional a return on investment. And but if you’re not applying the other two You’re also missing out. Because there’s something to consider an ROI and the return on interaction. Like if you do business with Mostafa, you’re going to have a while we experience, you’re going to get results, he guarantees that if he decides to move forward with you in his process, he’s going to help you double your revenue. Like that interaction is priceless. Right? So there’s the return on investment, there’s the return on interaction. And then there’s the return on implementation. You know, my good friend, Joe Polish, who has also been a client. Over the years, Joe says, you can have a half business hard, annoying, lame and frustrating, or you can have an elf business easy, lucrative and fun. If the return on implementation of something doesn’t fit your values is not in alignment with you, you know, like, it’s super high up whatever, the return on an implementation of that tool, that thing. You know, it burns you out, it doesn’t charge you up, anything you should you do should give you an ROI, exactly current on investment, return on interaction return on implementation. Right. So today’s model brings direct response branding together to give you the ultimate ROI builds trust, it builds respect, it can also build authority can build credibility, if not super authority, super credibility, it shortens the sales cycle, so that you can get a steady flow of leads and clients every single day. Anyway, I could go on, but I’m gonna stop there.So today's model brings direct response branding together to give you the ultimate ROI. It builds trust, it builds respect, it can also build authority, it can build credibility, if not super authority, super credibility. It shortens the sales… Click To Tweet
Mostafa Hosseini 16:23
So I So tell me more about what like what you mean by return on an interaction? And what’s the difference between that and implementation?
Dan Kuschell 16:32
Yeah, so the interaction is the exchange with, you know, the people that are a part of that business.
Mostafa Hosseini 16:38
Right. So how does it apply to this? Well, for years, I’ve helped people create a simple marketing plan and create their strategy, would that be the interaction part? Just creating the plan.
Dan Kuschell 16:53
So the interaction can be in the before part of your experience. So it might be how they found you might be they got a lead tool from you. It’s also in the during kind of what you’re describing now. And it’s also in the after, right? It’s the overall body of the journey and the client journey, interaction and interaction during after, right. So have you ever like as you’re watching or listening right now, as it relates to what Mostafa asked, Have you ever, like bought something from somebody that he was like, super high friction. Like, it wasn’t fun, it wasn’t enjoyable, it was arduous, the customer service was terrible, like do sometimes people think of certain cellular companies in there, lots of friction, very your way out on hold for hours and hours and hours, you do business with them. But it’s like it sucks. To put it bluntly, the return on interaction with them is terrible. Right? That’s no way to win in business today. If you create that wow, experience, the interaction is enjoyable at all stages of your three main stages before we’re working with you during worth you. And after with you ongoing, you have a higher probability of winning. And by the way, don’t you want to be charged up as well, like someone to stop by coming back to you? Wouldn’t you want to do business with as many people who make it fun to do business make it enjoyable, their processes fun? You know, it’s elegant, it’s enjoyable, all those things? Right. SoFrom Welfare to Worldwide Impact | 367 Click To Tweet
Mostafa Hosseini 18:16
that’s where I got it. Got it? Yeah. And
Dan Kuschell 18:20
then the implementation, what’s the difference between implementation? So now it’s applying what they do. So like, for example, let’s say, you know, I’ve got this, this microphone here. Right? And let’s say, I get it, but it’s super hard to use, right? Like the implementation factor of it’s like, holy smokes, this is like a pain in the butt. I’m not a tech expert, which I’m not like, this is why I’m bringing up something techie. Like techie sucks. Like, I don’t want to be the techie. I’m not a techie. I don’t want to have to learn to be a techie. I just want to plug the dang thing in. And it works. So this is pretty simple. Like I plug it into this little thing here. Push the button, push the button on that. And it works Simple as pie. So that implementation factor is super easy to use. Right? So anyway, that’s that would be the
Mostafa Hosseini 19:09
difference. Got it. Got it. So you want. So you want the implementation to be easy and and usable. And so going back to return on implement, so what I had in mind when he said a return to implementation, and what popped in my mind is people would you would create a plan or set a set a goal, but they would not implement the plan and the return, there would be a return on implementation of the plan. And if you don’t do it, there won’t be any return, I guess.
Dan Kuschell 19:35
Correct. Or what will happen is it’ll create a strain on the relationship, it can lead to cancellations refunds, you know, these sorts of things.
Mostafa Hosseini 19:44
Rep. All right. So let’s go back to that direct response. Branding piece. Can you give us an example of something you’ve done? And the way you would do it, like an example of a Have a maybe campaign or a direct, direct response, branding campaign that you’ve done and how you measured it.
Dan Kuschell 20:08
Yeah, pretty simple. In fact, you know, kind of tie it in, you know, we have, there’s five critical steps that we found Mostafa, in every business that we’ve reviewed, in, which has been in the 1000s. And this includes reviewing companies like Apple, Starbucks, Nike, and some of the biggest brands in the world, they have all of these five steps in place, and to the degree you have them gives you the ability to have a stronger system that works and is ongoing and free from call it the founders, right, to the degree you’re missing a piece or two, you know, it runs less efficient, it’s kind of like, you know, like, you know, the difference between a round wheel on your car, and it runs smoother. Or they’re like, you know, I’m of the age of Fred Flintstone and the Flintstone cartoon. So that kind of not so round wheel, and it’s kind of a bumpy ride, right? So for sure, and you know, it’s just working to optimize it. So the first thing is, it’s amazing. One of the big mistakes we see again, coming to mindset is being stuck a certain way. Right? So number one is to have your vision and growth plan of what you want. And get clear on that for your marketing and selling system. Yeah, right. You know, and it’s amazing, because literally, in the last decade, after selling a few of those businesses I mentioned early on, you know, we have worked with some of the highest profile experts in the world. And inevitably, we find that they don’t either have a current growth plan and or marketing plan blueprint. Or they don’t have one that’s current content hasn’t been for a long time, most of it is stuck in their head or in their heart or both. Right. And their team doesn’t have it, they don’t they don’t have their team on the same page. They’re not in alignment. It’s not in alignment with their values. So when you know, first step is, is to really, you know, it’s that old adage, you know, I think it was the Allstate commercial Mostafa, which was most people don’t plan to fail, they just fail to plan 100, you want to have your vision and growth plan in it, you know, it doesn’t take like multi day seminars to do this, you can do this in a couple hours. And you know, we actually have some tools to help facilitate this experience. So the first step is there, right, getting clarity on the vision and growth plan. Second step, every company has that’s successful has, what we refer to our version of it is called connection campaigns. So connection campaigns are working in the before, the during, and the after, of working with you as a potential business. So for example, you know, and there’s dozens and dozens of ways to run connection campaigns, right. But one example, you know, there’s this false, these false experts that are running around out there today, going the way to success is to go out there and post on social media 50 to 60 times a day. And if you’re not posting 50 to 60 times a day, you’re not relevant. Otter crack. And I see so many small businesses $20 million, and under that are following the advice of some of these, you know, theoretical experts that are put on pedestals, and they’re sending good hardware, like my dad, the wrong message the wrong way, the wrong offer, the wrong model. Right now, if you’re 20 million or higher, you know, that can be some things you can do. That’s more of a branding strategy, but you can literally record a single video. And you probably know this Mostafa, but this is just one example of a connection campaign in the before unit to shorten the sales cycle, right? Immediately can create a short video. And here’s the key to anything you put out in your in your businesses. As you’re watching or listening right now. What is the problem that you solve for your clients? Get in their shoes, stop coming at it, from your own perspective, get in their shoes, always start with a question, what is the problem I solve for my client, then record a video that’s related to solving a problem or a couple in a couple minute video, you can record that pretty easily can do it like this, you can take a segment out of this and make it available. There’s all kinds of ways to do it. And then what do you do is you can run that in platforms like, I mean, there’s so many today, you know, you could run it in Facebook, you can run it in YouTube, you could run it in Texas, or run it and run it. And literally you can also run it to your perfect clients, how to present the interest group, the behavior group, the psychographics, the demographics, you know, male, female, all these sorts of things that you want to get to like that’s why I get so geeked out about because I spent I spent millions of dollars on TV advertising over the years. And we knew 99% of people were never right fit this model. You can target narrow it down, right? To such degree that it’s highly efficient and effective. And literally you can do that for as little as like two cents to five cents per view in all these different places. forums. So sometimes, by the way, as you’re watching or listening, if you’ve ever seen videos that have a million views on it, don’t be shocked if really what happened is they might have put a little bit of paid media behind it at two cents to five cents of view, maybe not all the views, but a lot of the views, they might have leveraged that way to boost it up. Absolutely. Now, why would you do that? Like, and you could do that, you know, if you’re a small business owner, maybe you’re running a local, I don’t know a hair salon, or maybe you’re running a local, you know, fitness training business in, you know, Des Moines, Iowa, guess what you could do to become a trusted authority, trust respect. With these connection campaigns, you get one video, couple dollars a day, literally $2 $3 a day. At the end of the 30 days, you probably have 10s, of 1000s, of view of not 10s and 10s of 1000s of views. Oh yeah. Then what do you do, you multiply, you go to the next step, and you add another video and you kind of rinse and repeat, you could do one a week. So you have a choice. Follow the experts who say, Don’t post 60 posts a day and wear yourself thin and rabbit and be tired. And then you’re burnout. After three months of doing that and you go, Oh, this doesn’t work or recording a single video, running $2 A day type of traffic to any number of platforms with the right guidance. And now you’ve got the ability to short and assist. So that’s connection campaign, you’re building up an audience affinity, people who trust you people who respect you, that leads to the third part of the model. Third part is building your own lead machine, you move on from out there. Here’s the simple way to think about non techie. Moving on from out there all these platforms to yours. That’s it lead machine. Why control the controllables view? Get them into your world, for example, on your list in your CRM and your database. Now you have an ability to start a dialogue with them get into conversation, right? Don’t we want to do business with people that we’re actually having real conversations with? Right, so you build your list machine. Step four is use education based events, if you really want to accelerate the this cycle of selling, and enrollments. And what ends up happening with education based about give a quick example, one of the clients we’re working with right now, we’ve got a whole case study on this. We started working with this client in the health space. And you know, their prolific expert, they wanted to get free from the day to day selling long in the short, we started running video view campaigns, hundreds of 1000s of views per month, right. And we did these not just in one area, before unit during unit after unit of the experience to keep it consistent all the way through including after becoming good clients. So there’s consistency there too. Why because your best clients will buy more stuff from you won’t they don’t you want to continue to create that goodwill, right? So you don’t just stop and one campaign to fill the top of the bucket. You do this throughout the process their lead machine, you know, he has some amazing resources like a book he’s created. But you don’t need a book we have a new client we work with literally our copy team helped write their entire process for them, wrote the lead magnet created the Lima launch lead magnet and they’re generating leads for a couple dollars each. Right. And now they’re into the relationship, education based event. So the same client we’re talking about in the health space, we did connect a vision and growth plan. We built connection campaigns, we built a lead machine and producing 1000s of new leads every month. Education based events, the offers a premium program and service, you know, in the first few months of working together generated about a million and a half dollars he got pretty excited was like now let’s put this on autopilot. And so evergreen leveraging it and that’s where the fifth step comes in, which is maximize an opt in package. He’s got so many leads. It outgrew him his internal team and his wife. They brought in on our recommendation. They brought an outsourced sales team kind of like you know, if you’re in Mostafa’s world, it’s the greatest thing in the world when you have a company that can generate too many leads. And then you bring a firm like Mostafa’s and who guarantees that you can get who if you’re chosen to work with them. Double your revenue, right? And now you have someone who can handle all the influx of those 1000s of new leads and build relationships, deepen relationships, help shorten the cycle, and more. Anyway, that’s the quick snapshot Mostafa, grown up.
Mostafa Hosseini 29:16
So what I got so far is I have your visionary growth plan, which in my experience, 98 or 99% of business owners don’t even have a goal not even a simple goal. And I always say like, if you don’t know what you want, how are you going to get it? That’s right, right. If you don’t like how are you gonna get something if you don’t know what it is? So have your vision and your growth plan like know what you want and a plan to get there? Basically, right? The connection campaigns that show us before during and after what happens with you and the interaction, talking about their challenges, problems, fears, frustrations and what they’re going through. So you’re connecting with them it’s stories and like I understand what it is that you’re going through establishing use you as the go to expert and I out as the professional who knows what he or she is doing, and then building a lead machine to bring in all the leads and to your CRM and have a dialogue with them. And I really loved what you said, control the controllables. Yeah, because I think a lot of business owners like focusing and worrying about things that they cannot even control. Right? That’s probably a good two hour conversation there. And then education based events, which helps you help you, again, establish you as the go to expert, like, this guy really knows what he’s doing doing providing value, compared to a person that just shows up and says, I have some good stuff, do you want to buy my stuff do you want to buy? It’s right? It’s like, let me educate you first, let me go in first, provide some value. And then if we’re a good fit for each other, we’ll get to a business, if not, at least walk away with some value and some good information that you could use with or without me. And then maximizing what was the last one maximizing the value of? I don’t have complete notes on that.
Dan Kuschell 31:07
Yeah. So it’s optimize and maximize, optimize and maximize the previous form. So now it’s basically like, eliminate what isn’t working, right? Maximize and optimize what is working and then ultimately turn that into a, you know, an evergreen kind of if you’re not, if you’re watching, and you’re not familiar with the term evergreen, it just means now it’s on on autopilot, and not predicated on, like, live stuff. Every day that needs to be done. It’s just a system that’s bringing in leads, right? Or clients or both. Yeah,
Mostafa Hosseini 31:43
love it. So there’s like there’s a formula five step formula for success. Gang, if you did, if you missed it, just go back in the recording or the video, write it down to five step process. Step 124. Is what you do. Step five, is rinse and repeat. Right and improve. I love it. Dan, what are some mistake mistakes or myth? Myth myth is that people that you see people do with marketing and branding and the rest of it.
Dan Kuschell 32:12
Well, number one, is not focusing on getting a system in place for their marketing and sales to bring in leads daily, and clients daily. So that’s like number one, like, so you know, people get focused on all the wrong stuff. Right, you begin with the end in mind, I learned this from Michael Gerber was one of my initial mentors, through the book, he met back way back in the late 80s, early 90s. And you know, the thing I took away from the book was, you’ve got to have systems that run your business, most people go focus on their product, they go for nothing, you shouldn’t do that. But you also need to follow it, the way I took it was you got to have a system for marketing and selling. Otherwise, you’re going to be the one responsible for it always. And if that’s what you want, and we’ll keep doing it. But if you want to get free, we’re literally the business can run without you then have a marketing and selling system. So that’s the first one. The second one, I would say, and there’s probably four or five big mistakes. So the second one, I think is being stuck. I’ll call it stuck in one way. And one way shows up a few different ways. One way means, like, one way of doing things, relying on one vehicle, like for example, some people, you know, go Oh, Facebook is the way to advertise. And they, they’ll they’ll grind that thing to they’re like, their fingernails are gone, you know, trying to prove that they can get that to work when now it’s not one way it’s a bunch of ways like you can leverage Facebook and LinkedIn and YouTube and referrals and joint ventures and and and it’s not an either or it’s an end. So the and the more attached someone is to one way like we see this a lot with a lot of clients who are also stuck with relying, oh, I’ve tried other stuff and I’m relying on referrals. I tried other stuff, it didn’t work, I’m really relying on just joint ventures. One way is the curse. Because when that hits a dry spell, we all hit dry everything. Everything has a shelf life, a window of opportunity, where it peaks where it valleys and a lot in between. So if you want to control the controllables you want to set up basically buckets so you’re not relying on one that would be the big big way to say it next next problem we see or myth or mistake is the message. Message people don’t put a lot or enough focus into their message like something as simple like when we go to a networking event, we go to a mastermind we go to, you know Toastmasters we go somewhere we’re in an elevator was always gonna say well, hey, Mostafa. But what do you do? What a lot of people do is they don’t have a way to communicate their message simply So a it’s impossible to misunderstand it, and B that makes it compelling. Right? There’s a tendency, like in my earlier, this was one of my big problems. You know, people would say, Dan, what do you do? And I’d go, I help people reach their fullest potential. Which is true. But that’s not compelling.
Mostafa Hosseini 35:17
What does that mean?
Dan Kuschell 35:18
Yeah, exactly. What does that mean? Like, and usually, right, most people don’t even care. They’re asking it out of being polite. So there’s also a way to move people to be attractive. For example, the next time as you’re listening or watching right now, the next time you’re at an event, or mastermind, or anybody asks you, what do you do, instead of launching into what you do, and maybe your message is amazing already. And that’s great. 99 out of 100 clients, we work with even the biggest names in the world, their message needs, improvement can be even better. Right? So but let’s go to a step before this step. This is another thing to think about. This also ties with mindset. What is the step before this stuff? Why don’t we compel? How do you compel somebody to lean into what you do and not be glazed over like everyone else be commoditized. Like in a conversation, it’s this way. Next time someone asks you what you do, instead of launching into it go? Well, do you know how a lot of people struggle with and now talk about the problem that you solve? As it relates to your clients? What we do is and now launch into what you do. So for example, a way we would do that is we would go you know how a lot of people struggle to get clients every day. What we do is we help founders and CEOs get a system for marketing and selling in place. So they can get free from the day to day. And it brings them clients every day, as well as gives them freedom to work on the things they love. For sure. So is your question back? I mean, even when I think of hopefully, I have to go back and watch. But I think Mostafa asked the question, Why did I get started? I probably asked the question like, Well, have you ever lost everything? You did? You did ask that question, right? So test that out. As you’re out there working with people and someone asks you next time, ask them a question first related to the problem you solve and see if it doesn’t move someone closer, and likely, you’ll even see them nod their head. And now guess what you have go back to the ROI cube return on investment. Still a lot to be determined before that happens. But the first thing we do is we created a real interaction, instead of people trying to escape a conversation. As one more thing that they’re scratching off their to do list, you can actually on purpose, strategically get someone to engage in an interaction with you. And so, so So the message, so getting clear on the message, and then the step before this step. The other thing I would say, as offers big mistake, people don’t put enough time into really breaking down their offer, can’t just have an offer. It’s got to be an irresistible offer. How do you sell money at a discount? How do you make it so good, that it’s impossible for them? If they’re right fit and the timing is right. Not that it needs to be HYPEE. Not that it needs a bunch of hype surrounding it. But if they’re right fit, you make it impossible for them to say no as best as you can write free friction free. So the offer focus. And then last but not least, is the model so many broken models now their big mistake, not putting the time and energy into the model. And then also knowing that every model, like one of my biggest I’m gonna be giving an example we had this machine running, we were producing, you know, 100 coaching applicants a day at one point, and I thought this thing would last forever. And it lasted about 18 months, but it didn’t last forever. Right. And so the key is once you get a model that’s proven and working and sustainable, the key is is to continue like what does Apple do? What does Starbucks do? They’re constantly adding r&d, they’re constantly doing a new test, they’re constantly adding a new option for us to try. Right? And or they just decide that okay, we’re going to do upgrade 2.0 They’re going to do upgrade 3.0 We’re on version 13 or whatever we are on right now at the time of this as you’re watching this. So the model so again, I would label these in a few buckets number one, the big mistake is not having a system number two stuck with one way. Number three, the message number four is the offer and the difference between an offer and irresistible offer. And then number five is the model. Yeah, love it.
Mostafa Hosseini 39:42
So let’s let’s do Mostafa exposed and coached and you got some feedback on my message. And what would be my version of the question that you said I should ask in the beginning, I guess to intrigue people and it’d be like, with your with your version of how Have you ever lost everything? So with a little context, like I guess what we do is we, I run a call center, specializing in follow ups and retention and referrals. And we do the back end. Follow up like we the only thing we do is follow ups with an existing list. So what would be the diversion of that question for me to say?
Dan Kuschell 40:31
To ensure you got an easy one, and then there’s all kinds that we could create myself. Okay. So alright, right off the bat off the cuff, it would be well, do you know how a lot of founders and CEOs feel like they’re leaving money on the table? Because they have poor follow up? Yes, I almost everybody’s gonna say yes, to some degree at that it’s just different levels of intensity, I think. Right? Well, what we do is we have a system to follow up daily, with clients to generate more referrals, more new business, and more follow ups. And what that means is you’re not leaving so much money on the table. And it gives you freedom, because you know, you have a proven machine working for you. I
Mostafa Hosseini 41:29
love it. I want to have to go back and like transcribe this section. So do you know how a lot of founders and CEOs feel like they’re leaving on the leaving money on the table by a lack of follow up? I’m like, Yeah, well, what we do is, we have a system and a process in place to take care of the follow ups for them, so that they’re not leaving six or seven or eight figures on the table anymore. That’s perfect. That was quick and dirty. I love that for you that that’s I like how you have that that the question in the beginning. Right. So like, Do you know how people are? I would say that without hesitation like, do you know of people are like dealing with this kind of problem all the time? Like, no, yeah, I do. But what we do is we fix that problem. And I love how you were used the word system, we have a system and a process in place to deal with that. Well, I’m a system guy, and I’m a process guy. So we’re speaking the same language here. Yes, sir. Love it that was quick and dirty. And that’s to the point. That was like, what a 62nd coaching session that was like, done beautifully, you
Dan Kuschell 42:45
know. And now, like, here’s, here’s the other desk a so here’s the problem. Now, where the message when someone gets their message, where do they not do sometimes they don’t go put it everywhere. They don’t go put it in their email signature, they don’t go put it on their website, they don’t go put it in their Facebook page. They don’t put it on their LinkedIn page header. They don’t. They don’t, don’t don’t. So the key is, is again, coming back to vision and growth plan, we talked about alignment, that we’re not in control the controllables. So you could literally have that message everywhere. 100% Today, literally everywhere on your site. And we’ll do that in the header, LinkedIn, Facebook, YouTube, all these places. And again, looking to elicit Wow, yeah, maybe let me learn more.
Mostafa Hosseini 43:29
Yeah. Now, like, this could be a 32nd video on your homepage, or on a landing page. That could be like I was just thinking about that was like, Do you know how a lot of people are dealing with this problem that is causing this other problem? And that’s right. Yeah. Like, well watch the video below or book a call, and I’ll show you how to fix that problem. And or be like, go through your process. And that could be on LinkedIn, on Facebook and on everywhere. Like you said, Yep. You can even embed a video on your email signature. Yeah, talking about that, right? Yeah,
Dan Kuschell 44:05
you can even put a PS in automatic signature. You know, after you sign off PS. Do you know how a lot of founder CEOs struggle with problem leading to the problem? Yes. Click here to learn more. And now it takes to elite option.
Mostafa Hosseini 44:22
Yeah, I could be like, click here to watch this five minute training on how to tackle this problem, which would be like, you know, take it from there. Now, my marketing brain is working real fast. Yeah,
Dan Kuschell 44:35
we let it free all that. Let me find that matching it here. We just let it we just let it for you.
Mostafa Hosseini 44:41
Nice. Nice. Nice. Yeah. Tell us about a couple of stories of clients that you work with and they grew exponentially. I think you shared a couple already. But is there any specific clients that I like favorite stories that are like
Dan Kuschell 44:59
they were Yeah, give me a bunch, I’ll stick to given it as short as I can. So we’re working with a new client. The last, you know, we just started about in less than 60 days ago, they’re in the real estate niche, they work with tiny homes, right? So and they build tiny homes, and you know, they help people get tiny home, they’re amazing. And I was like, Wow, this would be great. So, you know, we have a performance based model when we go in, but we’re, you know, again, we go back to these five steps, we got clear on their vision and growth plan, start building connection campaigns, right, build the lead machine, you know, education based event, and then you optimize. So one of the things that we do on top of, you know, creating assets, which is what we do, we can write a bunch of stuff, one side of our company for the right client, estafa, we do SEO, right. And our team of experts in SEO has been at it for 20. Some years, they’re some of the best in the world at it. And there’s certain niches where we can really, really enhance things quite a bit of fun, nice, fun, fun way. So long. In the short, we put tracking on like we took one of the first things we did is we redesign their site to be more in alignment with their their messaging, that was the first thing all the way across on all the pages, right get in alignment, we did a makeover of the site, we got tracking numbers on their site, because they were leaving a lot of money on they didn’t have no idea really how many calls were coming in, and that sort of thing. It wasn’t easily trackable, it was based on someone going yeah, we have 12 calls today, really, you’re gonna rely on a person to tell you, like come on, technology allows you to just track it. And then we put the SEO in place. So long in the short less than 60 days, to put all these factors together, we’ve helped this client now their average sale Mostafa is 150,000. and higher. Okay, so 150 is actually the low 150,000. So we generated them over 50 leads. And we’re like really not even scratching the surface yet with what we’re doing. Like we’re just small testing, right 50 leads, that’s a combination of phone calls trackable to what we did, our actions, our behavior, what we applied into, as well as opt ins for their model, right? 50 leads lead to five deposits. Now there’s a lot that can happen. So I don’t want to over hype this up. Right, because, you know, it’s almost like a mortgage, you can follow up, right? And there’s probably a percentage, like one of the five is bound to probably fall out. But we’ve already in like 60 days generated five new sales deposits for this client and one of the five, put down deposits for 20. So that one’s probably locked in. So that’s a $3 million enhancement for this, this client, like it’s, you know, talk about performance enhancement. Right. It’s not one way, like, we’re not a one size fits all, we customize it to each of our clients, right. And so we put the pieces in place that that client needs, right, to have a performance enhancement, you know, we use the five steps that we talked about earlier. So that’s a fun example. And, you know, the sky’s the limit that this company has a vision to, you know, help hundreds and hundreds of 1000s of people a year, you know, starve off from homelessness, which is a huge cause. And there’s just not a lot of affordable housing left anymore, because think about it like the, you know, average mortgage for a 2500 square foot house, depending on the market. You’re in here in Arizona, it’s like $550,000. Yeah. Right, for an average sized house, like, how does an average person afford that. So you can get into like one of these tiny homes that are luxury, affordable, and you can get a 30 year mortgage, they’re one of the few companies in the world that can provide up to a 30 year mortgage. And instead of waiting lists, which most companies right now, or at least a year, or a waiting list to have the house actually delivered. Our client can deliver a home in 90 days or less, which is kind of cool. Right?
Mostafa Hosseini 48:58
And do a 30 year mortgage. Yes. Nice. Nice. It’s good. Speaking, going back to the offer, that’s a hell of a offer gang, if you’re watching or listening. Like like Dan was saying, most companies don’t spend enough time, if anytime at all on their offer, like when you ask them or date first of all, they probably cannot articulate their offer very well. And then when you ask them to offer, they’re just like, you know, we serve everybody and anybody who ever has a pulse we serve and so that sounds that that is like a killer irresistible offer in a market where it’s really hard to get a house and it’s hard to get like a long term mortgage with lower payments and the rest of it. That’s a beautiful example there.
Dan Kuschell 49:43
Yeah, and it’s a you know, super high growth industry. So like this this guy’s like, it’s gonna be interesting to see how this unfolds over the next few months and years in our work together with with them so you know, it’s very exciting. Another another example. You know, as, you know, one of my favorites Here’s a guy named Bruce. And Bruce is an artist. And you know, when I got introduced to Bruce, we were talking about his vision. He wanted to build a coaching program, and use his art as a vehicle for his coaching program. And I asked, you know, what’s going on Bruce, and he’s like, Oh my God, I’ve been studying this expert, that expert, this expert, that expert this, and I’m so confused. Plus, I’m trying to learn marketing. And I’m gonna encourage you, as you’re watching right now, write this down. Learning. Marketing is hard. What’s harder is not implementing in today’s business world. really tune into that now whether you work with us or you find someone to work with. I really encourage you to look at how do you get yourself a system in place for your marketing, not just marketing tactics, not just campaigns, but a system? Anyway, Bruce was like, I’m so confused. I’m overwhelmed. I’m an artist that like, Well, yeah, well, how would you like not to have to like be the marketing expert will help you so long in the short, what do you like to do Bruce? And he’s like, I like I like teaching I love to teach. Right? Which is where our step four in our private education based events, so what do you not like? He goes, Oh, my God, I’m a train wreck when it comes to tech stuff. Like a lot of people like I’m a train wreck with a thank God, I have a team that does all our tech stuff. I am clueless. Thank God, we have smart people so long and short. I said, Well, Bruce, why don’t we can completely take all of that stuff off your plate, and you can just do what you love. He said, Great. I said, Well, how about this? No fancy pants tech at all. No funnels, no integrations, no auto responders, none of it. I said you love to teach. I said, Do you feel comfortable enough to set up a meeting and like zoom or go to meeting? He’s like, Yes, I go. Let’s just run it there. Now. No fancy pants tech to get started? Yeah, we helped him lay it out, scripted out anyway, long. And the short of it. He did his very first one. You know, and oh, another thing he had going? He said, Well, Dan, I’m concerned, I have a small list. Tell me about your list. He goes maybe 100. And then if I add all my social media, I might have access to 400. I said, Well, hey, we’ll draft up our copy team, we’ll give you some stuff that you can send out in these different places in a cool way. You can of course, edit it to fit you. And he’s like, Okay, well, that sounds good. So we gave him the tools. He went out. He invited people. He had 126. Who knew this was like a starving market, like people wanting to use art, like learn art and stuff. Long. In the short, he had 126 People Mostafa register for his very first training. First class,
Mostafa Hosseini 52:39
right? It’s a guy with only two or 300 people on his list. That’s right. That’s right.
Dan Kuschell 52:43
Yeah, cuz sometimes people ask, Well, Dan, I appreciate you doing that with tiny home. But what about like someone kind of new, like, how does that all work? So long. In the short, he did that first presentation, and he did a lot of stuff off off what we showed him, which was fine, but he still got five new coaching clients. And he was so excited. He was like a kid in the candy. Oh, my God, I got five new coaches. It’s amazing. I mean, I said, Well, would you like most he goes, I loved I said, Well, what would you like to do? And he goes, I’d like to do that again. Like every week, I go, Well, that’s simple. Let’s just do it every week then. So we just kept inviting the same people. And we showed them a couple ways to run little classified ads in free publications in the news in his local area that he could invite to write. Yeah, so long story, really condensed after four weeks Mostafa, he ended up enrolling 39 people in his coaching program. Wow, in four weeks, and in 90 days, he had 117 new coaching clients. And he also had built a recurring revenue of about 4500 Give or take. Wow, right. And yeah, and then we started putting all the other stuff in place. Now we had a base to build from he also had an offer that he knew was sellable. He, you know, was basically a tested thing, to then go to the next level to bring into that that other stuff. Here’s, here’s something that here’s another mistake I didn’t bring up earlier, but it drives me nuts. Most people are, you know, there’s this fascination with automation, fascination with automation, I want to automate my business and automate my business. I want to automate my business and all these experts are like theoretically, you know, showing people how to automate them their business and what we find is most people are automating themselves right out of business. Right, what is the business we’re all in? Mostafa, you know this because you’re one of the best at it in a world. We’re in the people, the people business 100% Right. So yes, you can automate all kinds of you can evergreen laws that you can create systems and all these things. Just don’t lose sight that you’re in a People to People business with real problems, real issues, real insecurity, real fears, real stuff going on in their home life and their business life and more. You have a responsibility and if you will be and show up as a leader for them uniquely and different As a human being we call this hop H. O P humanize it, optimize it, personalize it. You will take the time to build your system around this idea of how not so much that it has to be fully and everything is automated 100% You can get there. But think of how do I humanize it? How do I optimize it? How do I personalize it step by step. You will win more business, have more referrals, like something as simple as sending thank you cards, to people you talk to. You have discussions with thank you cards for clients who actually buy from you birthday cards, when it’s their birthday holiday cards out of the blue randomly. They don’t get those things from their family. And if you show up in a way that’s uniquely different humanize optimized personalized with some of the simplest basic stuff, Steve Sims, who I think we both know Mostafa, has a great quote, he says, thoughtful, beats expensive,
Mostafa Hosseini 55:55
thoughtful, Bs expensive, expensive.
Dan Kuschell 56:01
So as you look at connecting with your potential clients, as you’re watching, humanize it. Optimize the ROI, interaction implementation with you versus any of your competitors. And that simple things like even just a simple thank you card, and then cards every, you know, holiday or birthday, or whatever combination of those things will set you so far ahead of your competition, you’ll win, and you’ll win more referrals, you’ll win more business and you can build a steady flow every day. I love
Mostafa Hosseini 56:30
that the thoughtful beats expensive quote. So you could send a personal thank you card, that will cost you a couple of dollars. And that could mean a million bucks for you in business. Not that’s not the intention to send it with. But I love that. Like I’m a huge fan of physical stuff, too. It’s like to send the gifts and the card and like they say could open it up. They see a box on their porch. And they’re like, Wow, what is this opening up? And there’s an experience there. That’s right. I love it. So, Dan, tell us about your gift to small business toolkit.
Dan Kuschell 57:07
Yeah, real simple. You know, if you’re a founder CEO, looking for some ways to simplify, you know, we’ve got four main areas that we want to help you simplify today. Number one is being a better CEO. Right? Most of us haven’t been trained to be a traditional and official like CEO, entrepreneur. So we have a CEOs checklist, I built it for me like 20 Some years ago, it’s been iterated over time, I still have it up here on my wall, why? To keep me on track. So it’s going to help keep you on track yearly, three years away, one year away, quarterly, daily, weekly, etc. For you and your team. And the key factors of running your business successfully. Number two is hiring. You know, we hear a lot of people struggling with, you know, man, my hiring isn’t going so good. I need this person, I need that person talent, you know, so we have an eight step checklist Mostafa that we put together for the small business toolkit. So our eight step checklist to go through basically, it’s a marketing system for hiring. And so we’re gonna give that to you as well. Number three, we meet a lot of people who for whatever reason, seemed to have met like fancy pants, sales trainers, HYPEE sales trainers, and so all this sort of stuff and they’re kind of burnout going, man, it’s not me, it’s I can’t do that sort of selling. So we put together a checklist that actually was one of our key processes in that one of the couple businesses I’ve sold over the years, which turned customer service reps into high revenue producers. And here’s a 12 step checklist. And basically, it turns conversations into conversions in a cool way. At the end of the day, we call it how to sell more by selling less it’s your 12 step you know how to turn conversations into conversions checklists. And then last but not least, is one of my favorite tools which is related to getting clarity around what we talked about up front your vision and growth plan for your marketing system. Over 99.9% of people we work with never have a marketing and don’t have current or ever have had a marketing plan blueprint I see people go I tried running traffic I tried working with this agency I tried to go well, you have to like a marketing plan blueprint of any kind or growth plan that you’ve shown your work with with you and you’re in and the answer is always no. Yeah. 99.9% So we want to give you that so you never again, are in a place the number one reason according to small business administration report 2017 The number one reason that most businesses fail it’s like 40 some percent of the reason of the businesses that failed the reason is they don’t have a current or up to date marketing plan blueprint. So we want to give you that and it’s a simple couple page checklist so we’re giving you all of that absolutely free no strings attached. You can go to activate.breakthrough3x.com to get that activate.breakthrough3x.com
Mostafa Hosseini 59:48
Wow gang, if you’re watching, listening, there’s a lot of value and a lot of a lot of value in there simply. And so there was the hiring checklist. There was the process to Your customer service reps to basically help help help them grow your sales and turn them into more productive team members. And then the vision and growth plan and a marketing plan checklist. So there’s a lot in there for you. So for you to get that go to activate.breakthrough3x And it’s number three, breakthrough3x.com. Activate.breakthrough3x.com. Right, Dan, I know, first of all, thank you for sharing that. That’s a valuable gift for people that are watching here. And listening. Do you have time for me to ask a couple of personal questions, so we get to know you better? Yep. All right. I got. I got about five minutes or so. All right. We don’t need more than that. So what’s something new? You have tried recently?
Dan Kuschell 1:00:51
New that I didn’t hear the end of it new.
Mostafa Hosseini 1:00:53
What is something new that you have tried recently big or small as a small as a new cup of coffee as big as going to the moon.
Dan Kuschell 1:01:01
So something new that we did was we went to Flagstaff and we took a new path on a hike. It was one of the coolest experiences got all kinds of cool photos. That was just a few weeks ago. And we’re on our way back to another location nearby to go find it. Another new fact this weekend actually
Mostafa Hosseini 1:01:17
love it. Are you are you a nature guy as well? You don’t want to nature My
Dan Kuschell 1:01:21
wife has helped me do more way more of that. I wouldn’t call myself that I grew up in the city. What’s up saying you know, you can take the kid out of the city you can take the city out of the kid. Oh, got it.
Mostafa Hosseini 1:01:31
Perfect. Got it. So what are your top favorite books of all time?
Dan Kuschell 1:01:36
Oh my god, three. All right, top favorite books of all time. So I’m going to go into the very first book that that I recall. My dad got me when I was 16 It was such a gift. My dad introduced me to personal development when I was 10 Mostafa, which was a gift. But the first book that I dove into besides bought biographies. You know, I was reading by the time I was 10 to 14, I was reading biographies on successful athletes, Mickey Mantle, Willie Mays, Ted Williams, and more Joe Montana, because my dad just fueled my personal interest. But the book they’ll call it a personal development book that had the biggest impact was a book by Dr. James Loehr, called Mentally Tough, I’m going to probably screw up the subtitle a little bit. But he gave me this when I basically I turned 16 Mentally Tough How to Apply sports psychology to winning in business. Wow, that that book had a profound impact that I didn’t even know then what kind of impact it would have for the rest of my life. But that’s number one, Think and Grow Rich, I would say would be number two. I would also say the Bible number three. Number four, I would say, Oh, wow, what would be number four, I’d have to say Tom Hopkins How to Master the Art of Selling Anything. And then last but not least, would be The Power of Positive Thinking by Norman Vincent Peale. And then I’m gonna add a sixth because I can’t stay in the lane in the boundary. So the sixth book would be How to Win Friends and Influence People by Dale Carnegie.
Mostafa Hosseini 1:03:06
And Influence People. Beautiful. Dan, if you had a Facebook or a Google ad, where everyone on around the globe with access to internet could see your message. What would your message be for people of Earth?
Dan Kuschell 1:03:24
What was the last part people on Earth?
Mostafa Hosseini 1:03:27
Yeah, what would your message if there was a Google or Facebook ad where everyone with internet access could see? What would your best message be for the people of Earth?
Dan Kuschell 1:03:37
For the bet for people on Earth, control the controllables.
Mostafa Hosseini 1:03:43
Clean given the 32nd back grand story on that?
Dan Kuschell 1:03:47
Well, I think, you know, for a lot of my life, especially in my first decade or so where I failed miserably. I was so hung up on things I was attached to things I couldn’t control, I was attached to what worked, what didn’t work, I was attached to my ideas. And I feel that you know, now as I’ve gotten older, I’m in my mid 50s. I’m a dad, you know, you know, work on being a great husband every single day is that you can only control the controllables and most of it is out of our control. There’s a handful of things that are so for me, like, you know, building rituals, like what can you do every single day to build good healthy rituals that make your day a success regardless of what goes on in the middle that’s likely uncontrollable. So for example, I wake up most most mornings very early Mostafa and I get up and I do a workout. And right now based on this new fitness program I’m on I’m basically walking about an hour every morning. Well, I listened to positive motivational type stuff or watch courses at the same so I’ve got like this hybrid of things going and not always courses because I do watch some entertainment as well at the same time. Right but I start my day with that type of thing. And then I end my day with something that I wrote about in my first book that I wrote 20 Some years ago, which is, you know, these three key questions. What am I grateful for right now? What am I happy about right now? And what have I done well today, and the reason I asked those is, you know, there was a point in my life where I hit an all time low, I’ve lost a bunch and lost everything yet again. And it was easy to focus on what wasn’t working, what I couldn’t control, and all those sorts of things and play the victim. And I find that these three questions set your next day up. So you’re operating victorious, instead of as a victim. So by having a ritual on the front end of the day, having a ritual on the back end. There’s a lot of stuff. Of course, there are good days, bad days in the middle. But I know by having those two things that are controlled by the controllable, it’s a winning day, I
Mostafa Hosseini 1:05:50
love it. That tank, thank you very much for all of them, and knowledge and all the value bombs you dropped. This was really a great conversation getting to know you better getting a deep dive into what you do and who you serve, and the value that you provide. Gang, if you’re watching, listening, and you want to tap into Dan’s was them and to their expertise and knowledge and professionalism, go to breakthrough3x.com. And I’m sure that they can get a hold of you guys through there. Yep. And if you want the Small Business toolkit with all the amazing checklists and stuff that he mentioned earlier, in the show, go to activate.breakthrough3x.com Download dot. And and here’s the deal, the examples that he mentioned, he is able to deliver that kind of results for his customers, because he has been added for only 30 years. Right. And if you’re getting started, and you’re an artist, you are an expert of some sort, but you’re not really good at the business aspects of business and the marketing side of things. Get help with there, because here’s a fact, if you don’t get it, it’s a lot more expensive. Oh, yeah. And it will cost you a lot more it will take 10 times at least 10 times more time to do it, and frustration and you’re probably going to lose your health, which is in another probably two hour conversation for another day. But get access and tap into the wisdom and knowledge and they will help you get there a lot faster, with less stress, which is part of his promise. And that will take from there. Dan, anything else you want to mention before we wrap up?
Dan Kuschell 1:07:27
I think we’re good already.
Mostafa Hosseini 1:07:29
Thank you for joining us. You were listening to daily conference entrepreneurs. We will see you on our next episode. Bye now.
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 in growing your business? Let’s help you solve this problem today. Let’s review your business and 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