Today on the More Cheese Less Whiskers podcast, we're talking with return guest, Jeff Moore from California. He has been a longtime friend. He's been around since the very earliest days of the I Love Marketing podcast and was one of the early guests here on More Cheese Less Whiskers.

Jeff had a lifetime of experience in the seafood business. If you ordered any kind of fish in a restaurant, it probably came through him. He built great relationships over the years, and now, after that company sold, he started and quickly grew a new business based largely on those relationships.

This was a great conversation looking at all the ways he's developing this new business. We talked a lot about the value of his 'After Unit' business and ways he can maximize that.

We went on to talk about his 'Before Unit.' He has a limited number of visible prospects he can work with, and this is the case for many B to B businesses, where you can identify the manageable number of potential clients you need to approach to be successful. So we talked about ways to establish a relationship with those people and look to make inroads and build that relationship over a longer period of time.

If your business is in a similar situation, there are a lot of ideas here to dominate that visible audience.

Today on the More Cheese Less Whiskers podcast, we have a very special podcast with John Paul DeJoria.

You may recognize John Paul's name as the founder of the Paul Mitchell haircare brand and as a billionaire philanthropist. He's a super nice guy, and Joe Polish and I had a chance to speak with him on our I love marketing podcast.

We've got to know him a little over the years. He came to speak at a genius network event, and this podcast was a wonderful conversation talking more about some of the things that are important to him in life and business.

He's a very smart guy, very thoughtful, and it was great to hear about his daily routines and a lot of really cool stuff. There is great information here that I think you will find valuable.

Today on the More Cheese Less Whiskers podcast, we’re talking with Martin Zvolensky, all the way from Switzerland, and Martin has an incredible story.

He moved to Switzerland and, through a series of events, ended up starting an eco-cleaning service, and we talked about the differentiation needed when you’re doing something that provides intangible benefits.

We had a great conversation about the kind of things you need to be thinking about if you’re an alternative solution for people, and there are a lot of great ideas you can apply to your business too.

Today on the More Cheese Less Whiskers podcast, we're talking with Kenny MacCarthy, all the way from the North Shore & Cape Ann area of Boston, Massachusetts.

I've known Kenny for many years, he's a great friend, and we had a really good conversation about essentially becoming a media company.

Kenny's a very successful, long-time realtor. He got a great business that's working well. He has an established team. They've been doing Getting Listings programs for oceanfront listings right on Cape Ann, so he has everything working there, but he's looking for more. He always wants to grow.

One of the things Kenny loves to do is make videos. He loves shooting video, playing with the technology, and trying all kinds of video ideas, so we had a great conversation about the possibilities to scratch that itch, and really create some bigger opportunities that he could be excited about working on.

This is a great way to engage people no matter what type of business you're in, so there are lots of ideas in this show.

Today on the More Cheese Less Whiskers podcast, we're talking with Brandy Hart from Dallas, Texas, where she has a medspa that specializes in helping people with Botox, fillers, facials, and all things beauty.

We had a really great conversation. They're a relatively new company, they're growing quickly and are really doing a great job of getting and building an enthusiastic clientele, so we talked about some referral and 'before unit' strategies to bring in new people in an affordable way. A way that treats the leads as a capital investment.

You've probably heard me talk about this way of thinking a lot, and this is the perfect example of how it applies, so you're going to really enjoy this episode.

Today on the More Cheese Less Whiskers podcast, we're talking with David Scott from Maryland.

David's a personal trainer, he's been helping people for many years, and he has an audience he wants to serve of men in their 40's and 50's who are starting to, as he calls it, fend off father time.

We talked a lot about the needs of people in this area. He already has a lead magnet that's gathering leads for around $2, so we talked about how to treat that engagement, nurture the opt in, and try and engage with as many people as he can, to ultimately think through what is it we're ultimately going to be able to help these people with.

Once you crack the code of understanding the conversation, then you can scale it.

This is a great call to think through this exercise, and about the needs of one particular audience.

Today on the More Cheese Less Whiskers podcast, we're talking with Carlos Valdes from Portland Oregon, where he's a therapeutic therapist.

We had a great conversation about the results he's able to get with people faced with recovering from an injury or some mobility issue, and they want to get fit and back out into the world.

You can tell Carlos is very invested in the process and the outcomes his clients get when you hear him describe their big dreams of wanting to climb a mountain, get back to hiking or do the thing they love. It's a very fulfilling way of running a business.

It's a lifestyle business for him. He wants to continue doing what he loves with no plans to retire, so we brainstormed a great after unit strategy for orchestrating lifelong referrals.

You are really going to enjoy this episode, and you can join in as we talk about the psychology of why people refer by heading over to GettingReferrals.com and downloading a free report called 'The secret psychology of why people refer real estate agents and how to be the only one they refer.' And if you're in a business that's not real estate, don't worry, the psychology will apply in exactly the same way, no matter what your business is.

Today on the More Cheese Less Whiskers podcast, we're talking with Giovanni Marsico, founder of Archangel, and second-time More Cheese Less Whiskers guest!

Now, if you're reading this & listening to the episode in the week the show drops, before midnight on Sunday, July 27th, you can go and watch Giovanni's new movie, Dreamer, for free during the premiere week.

I want to make sure that, even if you don't get a chance to listen to the episode all the way through, you at least know you can do that by going to dreamer.movie or dreamerdocumentary.com.

So, go watch the movie, come back, and all the things we're talking about in this episode will make more sense, because we're talking about how do you turn this fascinating movie, and everything that's happening along with it, into a movement.

You're going to really enjoy this episode and the movie.

Today on the More Cheese Less Whiskers podcast, we're talking Martin Planken, all the way from The Netherlands.

This was a fun podcast. I first met Martin virtually when I was speaking at a conference in Amsterdam via zoom. We had a Q&A session, and Martin was one of the people who got up and asked a question.

He has a really neat model where he holds local photo contests in various Dutch cities, getting the Mayors and local leaders involved… It was such an interesting conversation, I told him it would be great to talk more on a More Cheese, Less Whiskers podcast.

So we arranged it, and here we are. I think you're going to really enjoy this episode.

Today on the More Cheese Less Whiskers podcast, we're talking with Chris Davis, and if you are a copywriter, web designer, any freelance practitioner, I think you're really going to enjoy this episode because it speaks directly to the situation you might find yourself in.

If you're a great freelancer, a great copywriter, a great web designer, and you're doing your work with clients, but every time you get a new client, you're creating original work and building a reputation with them, and there's no equity in that.

There's not a sense that you're building assets that deliver recurring revenue for you.

Whenever I have a conversation with a freelancer, with someone who's doing client work of any kind on a freelance, or agency or a consulting basis, the conversation inevitably turns to how can we create equity for you?

So this is one of those conversations, and if you are a skilled practitioner that can put words or images on a screen or on paper, or do something that creates revenue, creates value for other people, then we're just a couple of tweaks away from you being able to create assets that you can deploy with the goal of creating recurring revenue for you.