Give Them Cheese - Not The Path To It

8 replies
Dean Jackson has been one of my favorite marketers ever since I first heard him speak at Eben Pagan’s Get Altitude Program (wasn’t there in person, I have the DVD’s) a few years ago.

He and Joe Polish (another smart marketer) have a weekly podcast. Either check their site www.ILoveMarketing.com or check iTunes to download the podcasts. They are good!

On the most recent one Dean talked mainly about being cheese or whiskers. Go listen to the podcast to understand what I’m talking about.

Anyway, about a year ago Dean drew a picture for Frank Kern. That picture is attached to this post. Which brings me to the point of this thread...

Look at the picture and think how it pertains to being an offline consultant.

To help you out, the point is the mouse only cares about the cheese. He doesn’t care about the path to the cheese. He just wants the cheese.

Figure out how this pertains to offline marketing yet?

I know some people like to tell biz owners how they are going to increase their business. How they’re going to get them on page one of Google, grow their Facebook page, optimize their Google map, build them a website, etc.

Most business owners don’t care about all of that. They just want more customers and more money. They are the mouse in the picture. They just want the cheese. They don’t really care about the path to get to the cheese. Just give them the cheese!

Btw, don’t take this so literal and think I’m saying to keep everything a secret from them. The point is just get them more customers and make them more money (the cheese). How you go about it is somewhat irrelevant as long as there is cheese at the end.

So when you’re talking to biz owners and trying to acquire them as a client, focus less on the path to the cheese and more on the cheese itself.

Hope this post helps you. May be a bit corny for some, but hopefully you get the point. Go listen to the podcast and hear Dean explain it, he does it way more justice than I ever will.


If you found some value from this, please hit the "Thanks" button and let me know. I'd appreciate it.
#cheese #give #givew #path
  • Profile picture of the author Sondor
    Well said, and what a perfect picture! lol...
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  • Profile picture of the author chika138
    Thanks for the timely post. Just realized this few days ago.

    I still think it's important to roughly outline WHY rather than how you are doing all this eg SEO, email list building, social media marketing etc. Why are those methods going to benefit them?

    P/S: Are you a vagabond? That's my target in the future, incorporating IM career with vagabonding
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    • Profile picture of the author BC27
      Makes sense, as realistically we are speaking Greek to them if we get into the nuts and bolts.

      I just picked up an auto repair client and he did ask me how I would do the things I said I could do.

      My response was... Mr. Client, do you re-build transmissions here at your shop?

      Yes he answered.

      Do you think you could explain to me how you re-build the transmission and al the parts that need to be replaced in the process.

      Yes he answered again as if to elaborate.

      I interrupted him by asking, do you really think I would understand what you were talking about, no matter how well you explained it.

      He replied with, I guess not.

      End of conversation.

      That being said, of course I give an overview of what will go on during our meeting, this question popped up at the end when he was on board with me.

      I also keep this example in mind when I start to think that if I do give them the answers (if they pursue and want to really know) that they may just do it themselves...

      That's like me trying to re-build a transmission after it has been explained to me.

      -Brian
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  • Profile picture of the author lianliankan
    Banned
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    • Profile picture of the author sitefurnace
      This is a nice little analogy but I do not think it is as easy as you make it sound. Lets take just one example..

      I walk into a business owner cold from the street and say to him 'cheeslike' "Hi there, if you give me £2000 I will give you 50 more customers that will pay you £100 each"

      This is essentially what you are saying to do - Don't tell him how, just do it. Now this raises a few serious problems

      1. I think there are very few people that would hand over money to a stranger in the hope that they will get something back in return without having a clue what they will be doing for them.

      2. You have to be pretty darn sure of your abilities and the market you are working in. I can go to a butcher for instance and I know that I can make him a website for £300 - Do I know what that website will actually translate to in terms of profit for the butcher - probably NOT

      3. Now when you combine the two problems above, you end up with a catch 22 situation.

      In order to promise results from work that is often lengthy and expensive to yourself, you have to more than cover any eventualities to yourself and therefore have to charge a lot more (because of the unknowns) and then you are at (1) where you are asking for a lot of money up front from the owner to make sure you come out with a profit.

      I agree that you don't want to get too technical with people but you need to explain what you are doing.

      Especially here in the UK, I think business owners are pretty savvy when it comes to stuff like the internet and a lot are more than willing to do stuff themselves and save money. They also want to know exactly how you are going to promote their business and want to remain in control and not just keep handing over money to something they know nothing about.

      The route I am going down due to this is to readily show them, by way of a report, what is involved in any process (The complete opposite of what you are suggesting).

      Here are the benefits I see of doing it this way:

      1. Its easier to get potential customers into your sales funnel - It's the age old Internet marketing trick of building a list with a free report. Build trust and sell for ever more

      2. They feel in control, they know what it is exactly that you are doing. Businesses do not like any part of their process being owned by individuals, they feel vulnerable if they are reliant on knowledge that is irreplaceable.

      3. Although you are offering something for free, when they see what is actually involved, most will usually decide that they want you to do it for them anyway.

      Upfront and transparent is the way I like to do things rather than magic bullets - but that's just my opinion.
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  • Profile picture of the author AdwordsMogul
    Here is a false premise that causes many offline Warriors to fail: "You know more than the average business owner".

    Well, the question is; do you know enough to bring him more money?

    The truth is, even if you can rank them for a keyword, that doesn't mean they will get more business.

    If the site isn't designed as a direct marketing tool, (but has animations and fancy graphics instead), it's just not going to work.

    You will get some people who will buy in on the hope, but you may also burn them unintentionally.

    In other words, make sure that you really know how to get the cheese, before you go in!
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    • Profile picture of the author Vagabond 007
      Originally Posted by BC27 View Post


      I interrupted him by asking, do you really think I would understand what you were talking about, no matter how well you explained it.

      He replied with, I guess not.

      End of conversation.
      Nice job!

      Originally Posted by sitefurnace View Post

      This is a nice little analogy but I do not think it is as easy as you make it sound.
      You did read this part of the post, right...

      Btw, don't take this so literal and think I'm saying to keep everything a secret from them. The point is just get them more customers and make them more money (the cheese). How you go about it is somewhat irrelevant as long as there is cheese at the end.
      Originally Posted by sitefurnace View Post

      1. I think there are very few people that would hand over money to a stranger in the hope that they will get something back in return without having a clue what they will be doing for them.
      See the quote above.

      Originally Posted by sitefurnace View Post

      2. You have to be pretty darn sure of your abilities and the market you are working in.
      I am very sure of my abilities. If I wasn't, I sure as hell wouldn't be promising things to be people I can't make happen.

      Originally Posted by sitefurnace View Post

      I can go to a butcher for instance and I know that I can make him a website for £300 - Do I know what that website will actually translate to in terms of profit for the butcher - probably NOT
      And that's exactly why I don't specialize in building just websites.

      Most of what I do has nothing to do with online related things. Plenty of other things to focus on first.

      Originally Posted by sitefurnace View Post

      In order to promise results from work that is often lengthy and expensive to yourself, you have to more than cover any eventualities to yourself and therefore have to charge a lot more (because of the unknowns) and then you are at (1) where you are asking for a lot of money up front from the owner to make sure you come out with a profit.
      What's your point?

      You're not focused on small things are you?

      Way too much to get into here, but IF YOU CAN DELIVER, there is ZERO problem with charging "a lot".

      Originally Posted by sitefurnace View Post

      The route I am going down due to this is to readily show them, by way of a report, what is involved in any process (The complete opposite of what you are suggesting).
      So you're saying Dean Jackson is wrong?

      Originally Posted by sitefurnace View Post

      Upfront and transparent is the way I like to do things rather than magic bullets - but that's just my opinion.
      Who said anything about magic bullets?

      Hey, if you think you can do it better than what Dean is suggesting, then go for it my friend. Don't say you weren't warned.

      Judging by your post, you are going to focus on building websites and or online related things. Good luck. But there are far better things to focus on with an offline business than putting up a website and doing SEO.

      If you want to know more, do a search on some of my other posts/threads.

      Originally Posted by AdwordsMogul View Post

      Well, the question is; do you know enough to bring him more money?

      The truth is, even if you can rank them for a keyword, that doesn't mean they will get more business.

      If the site isn't designed as a direct marketing tool, (but has animations and fancy graphics instead), it's just not going to work.

      You will get some people who will buy in on the hope, but you may also burn them unintentionally.

      In other words, make sure that you really know how to get the cheese, before you go in!
      Exactly!
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  • Profile picture of the author LucySands
    very insightful read, I will revise my script accorndingly
    thank you
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    • Couldn't agree more. Business owners want customers/money. That's it. IM folks want to know how, but we aren't typically selling to IM'ers now, are we.

      Cheese, cheese and more cheese!
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