How to Stay in Front of Your Customers Without Spending More Money

Good morning. Okay, we've been talking about old school strategies that actually work better today. And as I'm thinking through these uh things, I mean, yesterday we talked about using, you know, ancillary kind of distribution things, gorilla things, little business cards, uh public notice flyers. Um someone commented about flying uh windshields.

All of those things were the lowcost distribution method that we had. And now today we've got Meta that can deliver everything uh you know those little digital flyers or business cards to exactly the person that you want for less than it would cost you to print them off. So I it's a you know a bottomless opportunity there. As I was thinking about some of those uh things though, I realized one of the strategies that I was doing, I'm, you know, talking about putting together the guide to Halton Hills or the Toronto and Beyond Guide and our model was the only distribution things were running print ads to get people to call and listen to a recorded message or fill in and fax in the information request or mail it in and then every two weeks we would mail them in the physical mail updates of all of the new homes that came on the market.

And I realized what I mean that certainly what that was doing is it's educating and motivating people even though I wasn't calling it that then that it was really bonding with the people who were going to be future leads cuz they raised their hand and said I'm interested in Halton Hills uh real estate. So sending them updates on all the up all the new properties that came on the market is a super smart thing and the only way we had to do it was through the mail. And I realize now that with email, you know, I we would you [laughter] I would have I remember thinking distinctly about how lucky the old school, you know, back then the old school guys, Claude Hopkins and Albert Lasker and uh the Kennedy, all these guys that were in the 20s mailing letters for a penny. And I remember thinking to myself, man, if I can mail letters for a penny, I'd be rich.

And now here we are, and we can mail infinitely for zero. We can send a message directly to somebody personalized, and they can reply to it. It's amazing. And then I was thinking about back then, late 90s, there was a woman in Toronto called Lucy Zillio.

And if you grew up in Toronto, you probably remember that name. She had a show on television called Tuned In with Lucy Zillio. and it would run in 30 and 60second blocks interstitially throughout the evening's programming on Omni television or on Rogers City TV and she you think about it was a brilliant use of excess capacity of remnant space that the uh that the advertisers had not yet sold to to traditional um advertisers But it set it up that she became a host and all of the people who were featured on that were business owners in the Toronto area where it gave them kind of the scaffolding and the kind of approval of being in this known quantity, this trusted Lucy Zillio. She had become what they weren't calling it that but she had essentially become an influencer and her distribution was in remnant space on television.

And I was thinking how that same it would be so easy for somebody today to become the Lucy Zillio of any market where they create a show that just spotlights local businesses. And as I was thinking about the, you know, the combination of the seven ways that people spend money, these seven are really a recurring thing here. And uh next journal we're going to see these uh coming into place, but thinking that everybody spends all of their money on their home, on their car, on their food, on their health, on their money, on their kids, and on themselves. that each one of those categories has many different ways that if somebody had an advocacy relationship with those people, you you'd have a uh you'd have an amazing um trustbased distribution uh network there.

So, as I'm looking through these things, the the foundational ideas that worked back then would work even better uh today. So, pay attention to the the old school stuff and take advantage of the new opportunities that we have. I got a funny email the other day from Rick. It says, Dean, question.

are you saying you can teach me to make fat stacks by hanging out at a pub drinking coffee like you? And I laughed to myself because I was thinking, you know, yes, I I can do that. That's what I do. is the funny thing.

What I really realized is that every idea that I've had, every dollar that I've made over the last 30 years has gone through my brain, through my pen onto a piece of paper in my journal before it went out into the real world. And if I can turn people on to that activity as a driver for what to do, what to think about, what to ask yourself to draw out, what the next most valuable action is for you, and how to find the most profitable things that you can install in your business. I'm all for it. So this Friday at 100 pm I'm going to do for the first time a 50inute profitfinder workshop and you're going to join me live on Zoom and we're going to go through a 50inute exercise.

Bring your pen. Bring a notebook or piece of paper. And I'm going to guide you through a thinking process that will help you identify where the lowest hanging fruit is in your business and maybe some fruit that you didn't even know was there. But I'm going to show you where to look for it.

So, it's free. It's for you. m. this Friday.

Just watch. Go to What did we call the website, Josh? >> 50inut profitfinder.