The Name of the Game is Informational Marketing with Dave Dee

Jake Randall

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The Profit Junkie Podcast – Ep. 007 – Dave Dee

Jake Randall: Hey everybody, welcome to the Profit Junkies Podcast, where we talk about increasing your sales and making sure you keep as much of your hard-earned cash in your bank account as humanly possible. Today I’m really excited to have our guest, and he is a fantastic salesperson, marketer, all around business man, and I’m really excited for the stuff that he’s going to share with you today. His name is Dave Dee. Dave, welcome to the program.

Dave Dee: Hey, thank you so much for having me, I really appreciate it. I’m super excited to be here, and I give out a lot of good content that’s going to make folks some money.

Jake Randall: Oh man, you’ve got some amazing stuff. I’ve been studying it, and it’s really good stuff. You guys are going to be amazed at the impact he can make for you. So just real quick, for people who may not know you, Dave, just a little bit of a background of who you are and what you do.

Dave Dee: Sure. We won’t go through my whole life story, we’ll just start when I was eight, and then we’ll progressively through that. But truthfully, it did start when I was eight, because I had a passion. I discovered my passion, something that I knew that I wanted to do, which was to be a professional magician. Believe it or not, a professional magician. And my parents thought that was cute when I was eight, not so cute when I was 18. Right? And so I took a traditional route, I went to University of Massachusetts, I got a job in radio advertising sales. I was probably the worst radio advertising salesperson on the planet, I knew nothing about selling, or marketing, nothing.

And eventually, in my late 20s, or actually my mid 20s, I said, “I want to make this dream of mine a reality.” And so I went for it, the problem was, I was only booking about three shows a month. By the way, people are like, “Wait a minute, what does a magician teach me?” First of all, I don’t preform professionally anymore, but the other point is that my business, service business, is just like anybody else’s service business. I had to generate leads, I had to close a sale. I had to deliver the service. I had to get referrals, repeat business, it’s the same. So marketing is marketing, is marketing. Selling is selling, is selling. It really doesn’t make any difference.

But I was only doing about three shows a month, and at that point in my life, I was really deep in debt, I was about $80,000 in debt from various business ventures that I tried that did not work. But I decided to really go for, finally go for my passion. And I came across this guy by the name of Dan Kennedy, who I know you know, and invested in one of his programs when I didn’t think I could afford it. I implemented it, took massive action. As well as Jay Abraham and a whole bunch of other folks. I went from doing three shows a month to averaging 25 shows a month, in less than 90 day.

Jake Randall: Wow.

Dave Dee: My fourth month, I did 57 shows. And it was just in a year, I had paid off all of my debt, I had bought a new house, I had bought a new car. And then what happened is people started to ask me to come speak at entrepreneurial conferences, and tell my story in greater detail. And then smart business owners started asking me, “Can you help me with what I’m doing?” Because they understood that business is business, it doesn’t matter what the business is. Mine just happened to be an entertainment business. So I started consulting with business owners, which led me to what I’m doing now, which is really helping service business owners and info-marketers and coaches and consultants sell a lot more of their products and services in a way that feels authentic to them.

I love it. I still get to preform every now and then when I go speak at an event or something like that, but my full-time gig is now helping business owners. So that’s a brief background of my story.

Jake Randall: That’s awesome. It’s interesting how many comics and magicians and performers eventually find that their strength is helping people get better for business.

Dave Dee: Yeah, and one of the reasons that I switched, number one, was there’s obviously a lot more money in this. Now I was doing great as an entertainer, but the real reason I switched is I could make a bigger impact on people’s lives than I could as just being an entertainer. It’s super fun, so I really want to help the folks who are listening to this, and give them some actionable stuff that they can take, so they can see results in their bank account. That’s what I want to do, yeah.

Jake Randall: It’s like you went from delighting somebody for an evening or something like that, to really making a life long impact, right?

Dave Dee: That’s exactly it.

Jake Randall: That’s awesome. What do you think is your superpower in business? If you were a superhero, and you had a cape, what would it be?

Dave Dee: I’m very good at a very narrow area of expertise, just ask my wife. I am the best in a very narrow area, so I don’t want to come across as arrogant, because I’m really not, other than in this area. Which I am the best on the planet, best in helping other people, which is what’s called one-to-many selling. One-to-many selling is exactly what it sounds like, but to put it, it’s selling would be as speaking, so you’re going out and you’re speaking to sell. And selling can mean I’m actually selling a product, so if an info-marketer is listening to this, selling their product.

I’ve had massive success, I just did an event where I sold $278,000 worth of my product in an hour, from the stage. We’ve done $1.5-million dollar webinar, autopilot webinar, so I know what I’m talking about. So it’s speaking to sell, or doing webinars to sell. It can be either selling the product, or for a lot of your folks it’s going to be booking an appointment or a consultation. I work with a lot of accountants and CPAs, and financial advisors, and family law attorneys, and coaches and consultants. They’re not actually selling their product when they go out and do a presentation, or when they do a webinar, but it is the most powerful way to generate A-list leads. And the key is A-list, because all leads aren’t created equal.

I want quality leads, not just quantity of leads. And the reason that one-to-many selling, selling via speaking or via webinar is so powerful is because you are instantly recognized as what we call the ace. The authority, the celebrity, and the expert, because people who speak, that’s who goes and speaks. So you immediately elevate your status, therefore someone who watches your presentation, then books an appointment with you, is the highest quality lead. They’re already pre-qualified, they already like you, they already trust you, closing the sale is easy. So I sell, one of the programs I sell is a $5000 program, and literally this morning, I had two consultations. Each consultation took 15 minutes each, and closed two of them.

And so again, it was based upon them watching a webinar, booking a call with me, and me closing over the phone. And by the way, closing’s really strong, and I’m going to tease everybody, because I’m going to give everybody my word-for-word close. How to close in a one-to-one situation, later on. So remind me of that, because…

Jake Randall: I will, that’s…

Dave Dee: It’s pretty tricky, man. It’s pretty tricky. Actually, let me just give it to them, let me just, okay?

Jake Randall: Okay, yeah, let’s do it.

Dave Dee: Everyone should write this down, then I really want to get into the structure of one-to-many selling. Here’s my close that I use on these consultations, you ready for this? You’re going to want to write, because this … Ready? Here it is, here’s the big one. So what do you think?

Jake Randall: I love it.

Dave Dee: It goes against every, I’m not into high pressure manipulative arm-twisting sales techniques from the ’80s, and from the ’70s, and from the ’60s and the ’50s. The reason that works is the person who is meeting with me, who’s doing the call with me, has already seen me. They’ve already watched an hour presentation, or a 45-minute, or a 75-minute presentation. They already know what I’m selling, they already like me, they already trust me. They’re asking me to buy, usually I don’t even close. They say, “How do I get started?”

That’s the power of one-to-many selling. I want your folks to think about that, think about if you had your calendar filled, how excited you would be to come into the office and do those calls, or do however you close. Whether it be a Zoom, or whether they’re sitting face-to-face with you, man, it’s powerful. Then if you’re selling info-product, my goodness, there’s no better way to sell your info-product than with a webinar or speaking, period.

Jake Randall: That’s awesome. I think for a lot of our folks, I will get into this I’m sure, but a lot of our folks might be sitting here saying, “Okay well, I’m a real estate agent,” like you mentioned, a CPA, they can’t imagine themselves on stage yet. I want to talk about your framework, and then come back and circle back, and leave some advice to those people who maybe have never spoken before. Not necessarily that they’re afraid of it, but they just don’t know where to go next.

Dave Dee: Well, exactly. That’s the beauty of it, because no one else in their industry is doing it. That’s the power of this. What most people do with their marketing is they copy what everybody else is doing inside of their own industry, so everybody looks the same. And when everybody looks the same, the prospect views them as a commodity, which is the lawyer, CPA, real estate agent, which is the worst position to be in. Because then they’re basing their decision on price, or just picking the person out of the … I was going to say the phone book, I don’t know if anybody uses the … It shows you how old I am.

But I think everybody understands, so when you speak … Now again, speaking can mean doing a presentation like a financial advisor would do, or a dinner presentation, or an estate planning attorney would do. But it can also mean having an automated webinar on your website, so that’s what most of the folks are going to do. So they don’t even have to do it live, they can record the thing, have it on their website. Number one, it acts as an awesome lead generation magnet. For folks who don’t know what that is, a lead generation magnet is a piece of information typically that attracts your ideal prospect. Let’s say I’m a real estate agent, and I have a webinar titled “How to get 50 …” I’m just making this up off the top of my head, because I’m not a real estate agent.

But let’s just say it was “How to sell your home in 10 days for 50% more than you thought you could get.” Well, everyone’s going to, anyone who’s going to sell their home is going to come and watch that webinar. That’s obviously a facetious example, but now people are going to register for your webinar, so now you’ve generated a lead, and now you’re going to close them on why you are the real estate agent that they should be working with, as opposed to somebody else. That’s really all it is. It’s very simple.

Jake Randall: The great part about that too, Dave, I think is, let’s take that realtor example, right? That person can put that webinar link on their business cards, or whatever, and then how easy is that to just go up to somebody with that?

Dave Dee: Absolutely. Or on any advertising that they’re doing, because most people, they’re only advertising, especially for real estate, if we’re talking about that for anybody, really. “Hey, call my office, call my office.” Most people aren’t ready for that yet, okay? They’re not ready to make that, but they may have some interest. You’re going to get the vast majority of people who have an interest, but aren’t ready to make that call yet. Now you’ve got the lead, which you can followup with, and they’re pre-sold. It’s the best, and it’s so easy to do once you have the framework.

Jake Randall: I love it. And another idea too, because a lot of realtors will canvas an area with a letter or something like that. How much more is yours going to stand out if you’ve got a presentation like you just mentioned, if you pass out a flier that says, “Come learn how to sell your home for 50% more.”

Dave Dee: What you need to do to prepare your home for a sale, whatever it is.

Jake Randall: And the guy behind you is going to put like, “Call my office, call my office.”

Dave Dee: And you could still have, call your office, and you still should have, call your office, but you give them a secondary reason for response. So I’ve got two, I go watch you, let’s say my presentation with the webinar is only 30 minutes long, but I watch you, I like you, I said, “God, this guy is the expert. Nobody else has taught me how to do this, everybody else is just sending out lousy materials. This person is educating me, they’re professional. I’m going to give them a call.” It sets you apart, again, it sets you up as the authority, the celebrity, and the expert.

Jay Abraham, a great marketer, once said, “You want preeminent, you want to be preeminent.” You don’t want to be just part of the pack, and this is what makes you preeminent. There is nothing more powerful than this. Maybe having your own TV show, if you have your own TV show, that’s more powerful than this, but other than that.

Jake Randall: It takes some money to start that though, right?

Dave Dee: Yeah.

Jake Randall: Tell us a little bit about your one-to-many selling framework.

Dave Dee: I want to really get into this.

Jake Randall: Let’s do it.

Dave Dee: People like information that they can take and use. And at the end, I want to give them a template that really goes into it in more detail.

Jake Randall: Fabulous.

Dave Dee: Absolutely free. Again, this could be used for an in-person presentation, or for a webinar, or for a video. It doesn’t really make any difference. Here’s the structure, there are three major pieces to a presentation. You have your opening, and I’m going to describe what each one of these things needs to accomplish, what each piece needs to accomplish. You’ve got your center section, or your middle, which is your content that sells section. And then you’ve got your close at the end. So there’s three major pieces to this.

So in the opening, here’s what the opening needs to accomplish. Everyone should write this down, because this is really good information. The first thing your opening needs to accomplish is it needs to grab your audience’s attention. I like to say it needs to grab them by the throat, and pull them in, and make them love you. Because if you don’t grab your audience’s attention with the first words that come out of your mouth, with your very first slide, you’re going to lose them. In an in-person presentation, they’re going to mentally check out, or they’ll be looking at their phone. Online, they’re just going to be surfing the internet or just click, and shut you off. You’ve got to grab their attention, that’s the first thing.

The second thing you need to do is let the people know that they’re in the right place. “This is for you if you are, I live in Milton, Georgia, if you’re a Milton, Georgia resident who is looking to sell their home in the next year and wants to get top dollar for it.” I’m just making this up off the top of my head, but you get it. That’s the beauty of the framework though, I’m just following my framework, because I could just plug it in. Then the next piece after that is you want to future-pace them. Meaning, future-pace means putting them into the future and letting them see, number one, how great it will be if they do what you tell them to do. And the negative part of it, because Tony Robbins talks about people are motivated by two forces, pain and pleasure. So we want to use both of those.

We want to paint a picture of how wonderful things are going to be, and we want to paint a picture of “Wow man, if you don’t this, you’re going to struggle to sell your home. You’re not going to get top dollar.” So on and so forth, so that’s the next thing you want to do. So we’ve got, grab their attention, which you do with a big promise. You’ve got future-pacing. The next thing you want to do after that is let them know what you’re going to talk about. “Here’s what we’re going to talk about.” You don’t go into detail yet, you just lay it out. We’re going to get more into that in a second. That’s everything that the opening needs to accomplish, that’s just the opening.

Now we transition into what I call content that sells. I used to call this the educational or the teaching part of this piece of the puzzle. But that was wrong, that mislead people. You’re not teaching, you’re delivering content that sells. The biggest mistake that people make when doing a one-to-many presentation that’s supposed to sell, not get a standing ovation, those are easy, anyone can get a standing ovation. Motivation is easy, getting people to take out their credit card is another ballgame. Content that sells is this, here’s the major pieces. Number one, you deliver three major pieces of information. Not five, not seven, three. I call them chunks, three chunks of information. The three most important things you want your prospect to know, and the three most important things your prospect needs to know in order to make a buying decision at the end.

When you do more than three, the prospect becomes confused. They can’t comprehend it. And a confused mind doesn’t take action. The other thing is if you deliver too much information, then you’ve actually done your prospect a disservice. This is what most people, they don’t get it. Here’s why you’ve done them a disservice, because you’ve given them the false belief that they have all the information that they need in order to get the result that they desire. In order to solve the problem that they have, in order to get the outcome that they want. Unless you’re selling the simplest thing on the planet. There’s no way in an hour you can do that. But you give them this, “Oh god, you gave me everything I needed. I don’t need to, why do I need to hire this guy? I’m going to sell the house myself.” Which is the worst thing that anybody can do, right?

But you’ve given them that impression, “I don’t need a realtor. I don’t need a CPA. I don’t need a financial, I can just go online and get all the information. The guy gave me everything I needed.” Not true, but that’s the impression. So three pieces of information. The next most important thing is, and this is golden, tell them what to do, not how to do it. Tell people what to do, not how to do it. What to do is really good information, because most people don’t know what to do. In order for them to learn how to do it, they either need to buy your program, if you’re selling an info-product, or hire you, to have you do it for them.

Jake Randall: Can you give us an example of that?

Dave Dee: Sure. I’m doing it right now, let’s be very transparent. Let’s go to my first example, I said, “You need to grab the audience’s attention.” I told you why that’s important. Now, if I was really selling something, and I’m not, I’m not selling anything here, we’re going to give something away for free, but if I was selling something, I would give a testimonial. And a testimonial would say, “Man, after learning Dave’s opening, exactly what to say, people were riveted to their seats.” I’ve never told anybody what to say, all I’ve said is, “This is what you need to do, and here’s why it’s important.”

Jake Randall: So important, I’m glad you gave that example. Because even when you guys see the stuff that Dave puts out, it’s masterfully done. You can learn from his just even going through his-

Dave Dee: I tell people what I’m doing, when I’m doing it. Again, if you look at what, I said you break it down into three chunks of information. What am I doing here? There’s the opening, there’s the content that sells, and there’s the close. Obviously there’s more to it than that, and the template we’re going to give to everybody, it goes through all of the steps. It really does. Now we’ve delivered the content that sells, so we’ve given, we’ve told people what to do but not how to do it. Or we’ve given them what I call useful, but incomplete information. Useful, but incomplete.

I work with an estate planning attorney, and she did a webinar. And she said, “There’s seven things that you need to do in order to get this result. Of course, we don’t have time to go over all seven, let me just teach you two of them.” Well, guess what? She teaches the two juiciest ones, the two best ones, that makes the audience watching go, “Man, I want to know what the other five are.” Guess what? When she gets to the close, she says, “When you come in for our consultation, I’m going to give you a copy of my book, which has, one of the things it has in it is all seven things that you need to do to get whatever the result was.” Does that make sense?

Jake Randall: Awesome.

Dave Dee: The teaching section sets up the desire for the person to buy or to book the consultation at the end. That’s the point of the teaching section. Again, don’t think you’re doing them a disservice, you’re not. You’re doing them a service by not over-teaching. I just got an email today from a guy who’s doing really well, but he says, “I’m still in the teacher mode. I’m still teaching too much.” And at the end, people are going, “That was a great presentation.” We don’t want people to say it was a great presentation, we don’t want people to stand up and applaud. We want people to buy, that’s what we’re about is getting them to buy.

We’ve gone over the beginning, we’ve gone over the center section, now let’s go to the close. Here’s, before I get into what the close, how it’s structured, the entire presentation is a close. This is just the formal part, where we’re going to ask for the sale. But the entire presentation, everything you say, everything you do, every slide you show, every image is only designed to create the desire in your audience to buy whatever it is you’re selling. If it doesn’t accomplish that, it comes out. There’s one thing I forgot to talk about in the opening, which is really important, which is your core story. I didn’t want to leave that out.

After you talk about the future-pace, and tell them what they’re going to learn, you then tell your core story. That’s also a part of the opening. Because a core story is what’s going to bond your audience with you, and we really don’t have time to go over how to develop a core story. But it’s really important, I told a teeny version of my core story, but just for the sake of completeness, let me just give people the basic structure, because I really want this to be the most valuable podcast that you’ve done. So here is the basic structure of a story, you’ve got your before part, here’s how things were before. Now it could be, if it’s a personal transformation story like mine is, then you could use that. Or it can be the story of your business, but you’re just telling a story.

So you’ve got your before, then you’ve got here, something needed to change. And here’s what I did, and here’s the change. You tell your core story in the beginning, then your teaching section, now we move to the close. Here’s the thing about the close, you design your close first. Everyone that’s created a one-to-many presentation, they start at the beginning slide, and they work their way through to the close. But if we buy the premise that the entire presentation is a close, and everything leads to the close, we develop our close first.

Jake Randall: That’s genius. That’s really important I think.

Dave Dee: It’s mission-critical, because how do I know what to say that’s going to motivate them to buy the thing that I’m selling at the end, if I don’t know specifically what the thing I’m selling at the end is?

Jake Randall: I can’t tell you how many times I’ve heard somebody say, “I’ve got this great presentation, but I don’t know what I’m selling at the end.”

Dave Dee: It’s not a great presentation then, is it?

Jake Randall: Exactly.

Dave Dee: It’s not a great presentation then, and so you start with your close. And the idea actually came from old time copywriters, one of the guys that taught it to me was a guy by the name of Gary Halbert. He called himself the world’s greatest copywriter, and many people thought he was. Gary said create your order form first, before you create your sale’s letters, it’s the same thing. It’s the same thing, I’ve just translated it to a webinar or to speaking. You create your close first, and then you loop back around. Now you know exactly where you’re headed.

Here’s some important stuff about the close, there’s a difference if you’re selling an info-product for example, or if you’re selling a service where the people are booking an appointment. If you’re selling a service where people are booking an appointment with you, then you’re going to close afterwards. The close needs to be about the appointment, not about what happens if the person buys from you at the appointment. You have to sell them on the consultation. And a mistake again, that a lot of professional make, is that they think “My consultation is free, therefore if I just offer it, people are going to take it.” No, you still need to sell them on why the consultation, the consultation in and of itself is valuable.

Now if you’re selling a product, then you do sell them on “Here’s the end result.” I don’t want to sell them on that they get a binder, and they get online videos. I want to tell them that, but I want to sell them on the outcome. We always want to be talking about the outcome, the outcome and the transformation. How much time do we have, because I want to make sure I get this in?

Jake Randall: You’re good. We’ve got probably 10-15 minutes.

Dave Dee: Okay, great. Perfect. I want to share with people what I call the hierarchy of persuasion, and this goes for one-to-one selling or one-to-many selling. Hierarchy of persuasion. At the lowest level on this ladder, we have features. A feature for an info-product would be, you get six online videos. A feature for someone selling a consultation would be, you get an hour consultation. That’s a feature. Then we move up to the level of benefits, features and benefits. This is like selling 101. The benefit is what that feature does for me. They’re online videos, so you’ll be able to watch them at your leisure, you don’t have to carry around a binder with you. The benefit of the consultation is “We’re going to talk, blah-blah-blah.”

Higher up though than that is outcomes. After you go through this program, or after you come to the consultation, here is what is going to be the result. Almost no one gets to outcomes. Everyone’s talking about … Almost no one gets to benefits, quite frankly, most people are talking about features still. Honestly, they are. They’re still talking about features, “It’s an hour consultation, it’s in my office. My office is located at …” Or you get six DVDs, you get a binder with 300 pages. But the level higher, this is where selling becomes amazing, the level higher than that is the level of transformation.

Up from outcome is transformation, so the transformation is how am I actually going to be different, because of this, because of your program? So to give you an example, let’s say I’m selling a program on sales training, and I do. It’s an eight-week course, those are the features. There’s videos, those are features. The benefit of the course is that you’re going to be going through it step-by-step and creating your one-to-many sales presentation. The outcome is that you’re going to be able to now deliver this and fill your appointment book, if you do it properly, book more appointments in one month than you currently do all year. That’s a great outcome.

The transformation is that you’re going to have more money, you’re going to be able to live, take your wife, your spouse on that amazing vacation you’ve always wanted to take them on. You’re not going to have to worry about paying for your children’s college education. That’s a whole different ballgame than “You get six videos.”

Jake Randall: Absolutely.

Dave Dee: It’s even a bigger ballgame than you make more money, right? If you can get to that, when you get to that level, you’re selling on a level that nobody else is selling on. And so when you’re doing your close, you want to be talking about outcomes, and constantly reiterating the transformation that your prospect wants. Let’s say you’re an estate planning attorney, the outcome is that you’re going to have an estate plan. The transformation is that you’re going to be looked upon on your family, because you’re going to be taking care of them while they’re gone, while you’re gone. You’re never going to have to worry about them. That’s different than you’ll have an estate plan. Am I making sense?

Jake Randall: Absolutely. I think so, and just that people buy on emotion, and when you talk about the features, there’s no emotion there. And the higher you’re going up that thing, the more emotion, you’re just twisting that knife.

Dave Dee: Yeah, you’re twisting the knife with more emotion. What all this is doing, it’s compelling people to buy. It’s compelling them to buy. You’re not forcing them, you’re not using tricks and all of that stuff that you don’t like, that nobody likes. That the person doesn’t like using, your prospect doesn’t like having it used on them. You’re creating emotions, right. Selling is based on emotion and transference of emotion. And so when you talk about that during your close, and you give them the offer, that’s when people rush to the back of the room. And I mean like run, run to the back of the room to buy what you’re selling them, or to book an appointment, or click the button on your website, or to book consultations. It’s really an amazing thing to see.

One more thing, so when you’re doing your close, and you’re doing your offer, your offer is not a free consultation. That’s only a part of your offer. If you want to create a really strong offer, you want to add in things like bonuses. I have a client that he is a financial, a financial advisor or a CPA, he’s a CPA. And he created an info-product, not to sell the info-product, he gives the info-product away when people come in for the consultation. He has it on his website as a $997 thing, he doesn’t sell it. Someone can buy it if they want to, but he’s giving someone a $997 gift when they come in.

I work with a lot of estate planning attorneys, and one of the things I created for them was in February, we called it Valentine’s Month, we made the entire month. And I turned these estate planning attorneys into the romance director for whatever town that they lived in.

Jake Randall: That’s awesome.

Dave Dee: And so when they would do a webinar, or they would do a newspaper ad or direct mail, they called themselves the romance director. The offer was, come in for a session, a consultation, whether you decide to go ahead or not, we’re going to give you a romantic dinner for two at a local Italian restaurant. By the way, what was awesome is that we mentioned the Italian restaurant in all of the marketing, therefore, all the meals were free.

Jake Randall: Awesome.

Dave Dee: Right? But the point is that you’ve got to think outside of what everybody else is doing, so that’s an offer. Come in for an hour with your significant other, you’re going to walk out with a plan, if you decide to move forward, great. If not, it doesn’t matter. We’re still going to give you … By the way, no one is coming in to see an attorney, and spending an hour-and-a-half with an attorney to get the free dinner.

Jake Randall: Exactly.

Dave Dee: No one’s doing that. And so you want to think about what bonuses can I give someone, can I guarantee it? I’ve got friends who guarantee their free consultation. At the end of the consultation, if you don’t think it was everything that I said it was, I’ll donate $500 to your favorite charity. You don’t necessarily have to do that, but you want to think about creating a real offer, and not just “Hey, book a consultation with me.”

Jake Randall: Something that feels and sounds valuable. Your consultation, the two examples, one of those sounds like, “Eh, I’ll get around to it one day.” And the other one sounds, “Wow.” You’re going to remember that guy that’s giving you the free Italian dinner, the romance director. You’re never going to go anywhere else for an estate planner.

Dave Dee: No. No, you’re not. And then the other thing you just said, which is really important is the wow factor. You don’t want to call it a consultation, you want to give it a name. You want to give what you’re doing a title. It’s not a free consultation, it is a whatever, whatever you want to call it. A step-by-step retire, your billionaire retirement blueprint. Again, so what you call things makes a huge, huge difference. Which goes right back the very beginning, which is what you call your talk. Whether it’s a webinar or an in-person talk, makes a huge impact on how many come to watch it or how many people go online to watch it.

The classic example is there was a book by the name, titled Astrological Love. I don’t know if you’ve ever heard this story, there’s a book titled Astrological Love, and the book died. No one was buying the book, so they decided to make one change. The content remained almost exactly the same, the content, the inside of the book remained almost exactly the same, but they changed the title. They changed the title to How To Satisfy a Woman Every Time, and Have Her Beg For More. And it became a multi-multi-million-dollar bestseller. What you call the thing is really important.

Jake Randall: That’s a great example, I love it. Dave, where can people get more information? You mentioned you want to give them your template, where can they get that?

Dave Dee: I’d love to give them my template, which really goes through slide-by-slide, here’s what goes on, slide-one, here’s what goes on, slide-two. Literally all the way through, including more detailed analysis of the close. They can get that for free, they just go to

Jake Randall: D-E-E, not three Es, two Es.

Dave Dee: Two Es, I should come up with something better.

Jake Randall: I don’t know why I kept adding Es on the back there.

Dave Dee: It’s hard. When I’m talking to somebody, you’re talking to like AT&T or DIRECTV on the phone, “What’s your email address?”, so that’s Dave Dee, no, D-E-E. “Three Es?” No, it’s crazy.

Jake Randall: We’ll blame your parents, you don’t have any fault.

Dave Dee: That’s it.

Jake Randall: Go check that out, guys. This is really good stuff. If you’re doing any sort of speaking or any sort of webinars, or any sort of selling one-to-many, you’ve got to check out Dave’s stuff. It’s really a game changer. Dave, I want to throw one more question at you, because we always, on this podcast we talk about making money, which you’ve delivered on phenomenally today. We also talk about keeping money. What’s something you’ve done in your business, or helped a client in their business, that’s helped you keep more of your money in your business? Making sure that drops to the bottom line is profit, not just revenue.

Dave Dee: Yeah. It’s a really great question, and I’m going to tell you the truth, it’s bringing my wife onboard.

Jake Randall: Interesting. Do tell.

Dave Dee: I think this is an important concept. So my wife was a master salesperson, she was a realtor. And three years ago, she said, “I really want to work in the business with you, I really would rather do that.” And so we put her in charge, she’s the president of the company, but she’s also the CFO of the company. So she runs all the finances, so she’s looking at that every single day. And now our sales have grown, but more importantly, our profits have grown, because I have somebody, that’s their expertise. Remember I said I’m very good at a very narrow area of things, that’s 100% true.

The part that you just asked me about, I’m not an expert at. And so I think, I was making a lot of money, like a lot of business owners, but I wasn’t keeping a lot of money. I wasn’t getting all the tax benefits that I should be getting, I was spending money foolishly. And now there’s a system in place, because my wife, Karen, took that part over. I think as entrepreneurs, and a lot of us are solo-preneurs, that we try to do everything. When you try to do everything, including the stuff that you’re not good at, things aren’t going to go well. When I started focusing on the stuff that I was really good at, and putting someone who knew what the heck they were doing in the other area, man, profits really went up.

Now specifically, we instituted Profit First, Mike Michalowicz’s thing in our business. But I think that the overriding factor is having someone look at it, and someone who is really good at it. Hire the best that you can. So she fired our accountant, and she hired a much, much more expensive accountant. At first, I was like, “Oh my god.”

Jake Randall: You’re going the wrong way.

Dave Dee: You’re going the wrong way, my god. But guess what? Now there’s a lot more money, so pay for the best. That’s why people invest in your materials, because they want the best, they want to get the best of the best. And I don’t know if that’s the answer you’re looking for, but that’s the truthful answer. It was really putting my wife, Karen, someone who knew what they were doing, instead of having Dave, who’s not good at it, who’s not going to get good at it, run it.

Jake Randall: I think that’s fantastic advice. Some of our listeners, whatever it is that you are not good at, find somebody. If you’re not good at the marketing, find somebody like Dave or just somebody that can help you with that side of things. If you’re not good at the bookkeeping, get somebody else to do it. You focus on where you have the impact. I that’s fantastic advice.

Dave Dee: Yeah, and it goes for everything in your business. I’m not a lead-gen guy, I’m a sales guy. I’m the closing guy, I’m a conversion guy. So I try to get good at lead-gen, I know about lead-gen, but we just hired somebody to do lead-gen, who’s an expert at it. You can’t say, “I don’t have the money.” You can’t, because then if you say you don’t have the money, then guess what? You’re never going to have the money.

Jake Randall: It’s this mindset, like everybody I know that finds success, like you talked about today, they get to that point where it’s like, “Okay, I need to …” There’s a cliché, you’ve got to spend money to make money. We always think about that on the advertising side, but there’s also this, you’ve got to spend money to make money to keep money. Don’t just hire the cheapest whatever.

Dave Dee: Look at your business, you have a wildly successful business. You wouldn’t have gotten to where you are right now, if you didn’t have people. If you were trying to do everything yourself, you just can’t.

Jake Randall: So true. Dave, I want to make sure we get that link out one more time, just because I want to make sure everybody gets it, because it’s such good material., correct?

Dave Dee: That’s it.

Jake Randall: Awesome. Dave, thank you so much for being on the podcast. Hopefully, maybe we’ll have you on again to share some more of your wisdom.

Dave Dee: Yeah, we can come back and talk about, now we’ve got the consultation, how do we close them?

Jake Randall: I love it.

Dave Dee: Thank you so much for having me, I had a great time.

Jake Randall: You betcha, thank you so much.

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