7 Money Getting Marketing Ideas by Joe Polish

How to do effective marketing, avoid bankrupting ideas, and building successful relationships with others

“Doing anything out of courage doesn’t feel good, it’s very uncomfortable. Confidence feels good. But until you act with courage and go through the fear, you’ll never get to the confidence stage.” — Joe Polish

“Who do you want to be a hero to?” — Joe Polish

This is a summary of Joe Polish’s presentation on Business Acceleration for The Society Event held by Neil Strauss.

He covers the following topics:

1. Create your own Bio Video: Why everyone should have a bio video for themselves?
2. 7 money getting marketing ideas: including how to write effective sales letters and how to hold high-end contests etc.
3. 7 ideas that will bankrupt you: Avoid common pitfalls in business and life
4. Magic Rapport Formula: how to build great relationships with others

Have a bio video for yourself

The video (around 2 minutes) should build anticipation and manufacture credibility. It could be played before your presentations. The video should include the following elements:

1. Your backstory. How you started from the beginning to where you are now (with photos)
2. Social proof. Testimonials from others (e.g. Famous people like Richard Branson endorsed Joe)
3. Show that people achieve success by working with you
4. You want to be approachable and authentic, instead of being like a guru
5. Scarcity. In Joe’s video, he shows 500 people waiting in line to listen to his presentation
6. People should know, like, and trust you after the video

7 Money Getting Marketing Ideas

1. Direct Response Marketing

Don’t just spend money on building your brand. Only put messages out there, that would get a response back, or at least bond with people, and develop a following, or creating an education.

Get your audience educated in advance before you sell anything. You want to build trust, rapport, comfort, and safety first. You can educate them with an ebook, a video, a landing page (a sales page), or a sales letter. Giving out brochures or flyers, they are selling, not marketing.

Joe Polish was a carpet cleaner. He hired a copywriter to write the “Consumers Guide to Carpet Cleaning”. So every time a customer called Joe. He would say “I’ll send you my Consumers Guide to Carpet Cleaning. It’ll teach you everything you need to know about hiring a carpet cleaner. With this information, even if you don’t hire me, you’ll at least learn what to do.” Do you see what he’s doing there? He’s creating trust and credibility with his customers first before he sells.

Here’s the introductory page of the “Guide”:

“Dear homeowner,

Choosing a carpet cleaner isn’t easy. Why? Because you are bombarded by misleading advertising, confusing claims, and simply bad information. From super-low prices to super high-pressure sellers to unqualified technicians, and worthless methods. How do you ever find a qualified and professional carpet cleaner?

You start by reading this guide. I wrote this guide to help you understand carpet cleaning. Now with this information, you can make an informed, intelligent decision.”

And here’s what the table of content looks like:

• Avoid 4 carpet cleaning reap offs or scams
• 6 mistakes to avoid when choosing a carpet cleaner
• 8 costly misconceptions of carpet cleaning
• 7 questions to ask a carpet cleaner before inviting them into your home
• Which methods clean best?

You can directly copy the framework of his introductory page and TOC and apply it to your business. For example, if you are a broker, you can create “The Consumers Guide to Investment.”

You can also create an advertisement for your “guide” online, like a banner that says, “WARNING! Don’t hire another carpet cleaner before you listen to this free 24 minutes video.”

When you are doing marketing, keep in mind these 2 principles:

1. What people don’t know is where all the value is. When people don’t know how to make a decision, then they’ll default to the only buying system in capitalism.
2. People who can remove complexity and brings simplicity, are the people who make the most money.
3. Sales letter could never be too long, It could only be too boring or disengaging. Long copies always outperform short copies.

2. Invest in education

Invest in yourself. Attend seminars, read books, or use platforms that align with who you want to become in the future. Joe invests more than $100,000 a year in personal education because he finds out that all the greatest things that he has learned came from discussions with others, coaching, and seminars. So, be coachable and open-minded. “Be willing to destroy anything in your life that’s not excellent!”.

On any skillset, the first year is usually the foundation. Second-year is growth. And 3rd year is acceleration. Have a 3-year commitment to yourself.

Where you increase your intensity, is where you will get more results. Everything reported or measured improves exponentially.

Have better sleep, work out, and diet.

Learn from the giants. Read books and learn from people. Appreciate people who come before you. You learn in 3 ways: 1. Experience of others (books or events); 2. Learn from hard knocks by implementing things; 3. Teaching other people. One elegant idea worth more than 1000 semi-good ideas.

3. A powerful sales letter/ad with an incredible offer sent to a qualified list

Marketing is basically what you say and who you say it to. The list is usually more important than the offer. You want to find people that want and desire what you are offering. Create a message that speaks to them.

In case you hate marketing or selling. Here’s a definition of Selling by J. Abraham that may change your perspective. “Selling is getting people intellectually engaged about a future result that’s GOOD FOR THEM. Get them emotionally committed to taking action to achieve that result.” Selling is bringing good messages to people. People love to be sold… they hate to be pressured only.

4. High-end contest model

Whenever you can create a method that can reward people according to their actions, do it! You can do giveaways, like money or products.

Why does it work? The contest gives people a goal, and your job is to encourage people to take your advice, take action and get the result. This is where you can create “strategic by-products”, meaning giving your audience “How-to contents” or paid products to help them achieve better results during the process.

If you want to know more about Contest Model, check out the book “Abundance: The Future Is Better Than You Think” by Peter H. Diamandis.

Joe has held a “Contest” before called “Better Your Best”. The contestants are competing to be the spokesperson for a company. They have to apply what they have learned in their training, and their result will be measured by their increase in gross profit and systemizing marketing tools. They also have to submit testimonials. So in the end, the company has a lot of great testimonials (Explaining why the training helps, and the before and after photos) from their contestants.

5. Aligning with Players And Riding The Right Horse

Getting in the right industry and job at the right time is great.

Only align with people that are aligned with you.

You should be “so good that they can’t ignore you”. All the marketing couldn’t help you if you and your products suck. You should focus on developing rare skills that are valuable to the world. The world pays people for their unique abilities.

6. High-End Offer

The margin matters. Always have a high-end offer. Some people feel good (e.g. Status) by paying a large amount of money. Think about Starbucks coffee, it isn’t that different from what you get from a convenience store.

People who pay a large amount of money, are the easiest and most enjoyable people to deal with.

Joe has a high-end coaching program, where he bundles a group of people for coaching, this is where he makes the big money.

7. Genius Networking

Finding industry transformers, who have incredible capabilities, and connect them together. It creates a “capability gathering environment”, where you learn and acquire capabilities and share your capabilities.

If you open up and help people get what they want, you will get whatever you want in life. Life gives to the givers and takes from the takers. Be one of those people who produce more than they consume.

Be selective on who you connect and network with.

7 Ideas That Will Bankrupt You

1. Horrible Joint Ventures and Licensing Deals

Don’t pitch shit to people. It destroys your reputation.

2. Partnerships That Financially and Psychologically Drain You

5 criteria to decide what’s the right kind of partnership to do?

• Those people enhance you (Most important)
• Those people utilize you (People listen to your advice and use your products)
• Those people appreciate you
• Those people refer you (to other great people)
• Those people reward you (for what you do)

3. Not Tracking and Not Knowing Your Finances

Don’t delegate your checkbook and marketing in your business.

4. Failure To Continue Bonding

Bond and connect with your audience. Having their contact is the first step to bonding with them, and caring about them.

Joe uses automatic robotic SMS. When people send a text message (of their name and email) to the number, they will automatically receive a free educational report to their email.

If you’re a speaker in the seminar, ask people “How many of you take notes?”, “Who would like my notes?”, “Okay. Just send a text with your name and email to this number.” This way you can grow your email list exponentially.

Even put this on your business card.

Joe put an ad on Forbes for his seminars. Asking people to text has 3 times the response than email opt-in.

5. Not Having An Organisation System

Organize your thinking. Having an organization system that allows you to do what improves your life (e.g. Develop your skills instead of improving your weakness).

One great hire can save 1000 hours of your life. If you suck at something, hire people who are good at it.

6. Allowing Employees To Get Away With Murder

You need to have accountability in place. Delegation is a system that works after you give someone a task. But don’t leave it up to them if they are inexperienced. You either hire people who know how to do what you hire them to do, or you give them the skills or capabilities.

7. Wasting Money

Spend money intelligently. Treat money like a canteen out in the desert.

Magic Rapport Formula

Rapport = Trust + Comfort + Safety

1. Focus on how you will help them, or reduce their sufferings. Always leave others better off after they interact with you
2. Invest time, money, and energy in relationships. Send 10 postcards every day. You can build a huge network
3. Be the type of person they would always answer the phone for
4. Be useful, grateful, and valuable
5. Treat others as you would love to be treated
6. Avoid formalities, be fun and memorable, not boring
7. Appreciate people
8. Give value on the spot
9. Get as close in person as you can. Call people on the phone or meet people face-to-face, don’t use emails
10. Just do the basics- Say please and thank you. Guarantee what you sell. Follow referability habits. Do what you say you are going to do. Finish what you started. Show up on time.

Bonus: Quotes from Dave Kekich

Check out the 100 quotes here: https://marketingstrategyx.com/kekich-credos/

1. “Real regrets only come from not doing your best. All else is out of your control. You’re measured by results only. Trade excuses and “trying” for results, and expect half-hearted results from half-hearted efforts. Do more than is expected of you. Life’s easy when you live it the hard way… and hard if you try to live it the easy way.”
2. “The primary purpose of business is to create and keep customers. Marketing and innovation produce results. All other business functions are costs. Prospecting and increasing the average value and frequency of sales are the bedrock of marketing and business.”
3. “Find out what works, and then do more of it. Focus first on doing the right things, and then on doing things right by mastering details. A few basic moves produce most results and income.” A few basic moves produce the most income. Focus on gold coins, instead of walking on gold coins and picking up bronze and silvers.
4. “Incalculable effort and hardship over countless generations evolved into the life, values, and happiness we take for granted today. Every day should be a celebration of existence. You are a masterpiece of life and should feel and appreciate this all the way down to your bones. Aspire to create, achieve and build onto the great value momentum taking place all around you.”
5. “Enthusiasm covers many deficiencies — and will make others want to associate with you.”
6. “Religiously nourish your body with proper nutrition, exercise, recreation, sleep, and relaxation techniques.”
7. “Power comes from stripping away appearances and seeing things as they really are. Socialism appeals to psychological and intellectual weaklings. Identify and replace all external authorities with internal strength and competence. Take full control of, and responsibility for, your conscious mind and every aspect of your life. Being incompetent or dependent in any part of your life or business opens you up to sloppiness, manipulation, and irrationality.”
8. “By adhering to a strong honest philosophy, you will remain guiltless, blameless, independent, and maintain control over your life. Without a sound philosophy, your life will eventually crumble.”
9. “Don’t be one of those people who listen to a book author, a speaker, a guru, a religious leader, and say “Oh yea, that’s who I want to be. Just like that person.” Because you don’t know what is that person like when they’re not on stage. Question everything you hear.”
10. “The source of lasting happiness can never come from outside yourself through consuming values — but only from within yourself by creating values. Producing more than you consume is the only justification for existence.”
11. “The “how” you get it (with integrity) is more important than the “what”.”
12. “Be nice to the people you meet on the way up. They’re the same people you meet on the way down.” Maintain relationships with great people.
13. “If your purpose of life is security, you will be a failure. Security is the lowest form of happiness.” Anything worth having will not be handed to you, everything worth having has to be earned. Don’t wait for the world to discover you. You have to get yourself discovered through effective marketing.
14. “Enjoy life. Treat it as an adventure. Care passionately about the outcome, but keep it in perspective. Things are seldom as bleak as they seem when they are going wrong — or as good as they seem when they are going well. Lighten up. You’ll live longer.”

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