Multiplier Mindset® with Dan Sullivan

What Marketing Really Means, And How Entrepreneurs Should Use It, with Joe Polish, Dean Jackson, and Mark Young

Aug 7, 2024

Join marketing mavericks Joe Polish, Dean Jackson, and Mark Young as they dive into what marketing truly entails. They discuss the shift from cold calls to innovative approaches like direct mail, emphasizing that anything presented to an audience is a form of marketing. The trio explores the crucial difference between marketing and sales while challenging perfectionism in entrepreneurial ventures. Insights about building genuine relationships and the ethical responsibilities of advertising set the stage for smarter, more effective strategies.

55:55

Creator website

Episode guests

Joe Polish

Dean Jackson

Mark Young

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Highlights

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Effective marketing replaces traditional selling methods, enabling entrepreneurs to communicate efficiently with potential customers through innovative strategies.

Building trust and establishing rapport with prospects is essential for successful selling, as genuine relationships foster loyalty and enhance business performance.

Understanding the distinction between marketing and sales allows entrepreneurs to see marketing as a means to engage and attract prospects before closing deals.

Deep dives

The Value of Elegant Ideas

An elegant idea in business can significantly alter the trajectory of an entrepreneur's success. One example shared is the transformative moment when a marketing professional realized that sending direct response postcards could replace cold calls, allowing him to reach a broader audience with less effort. This revelation underscored the importance of finding efficient ways to communicate with potential customers. The concept emphasizes that effective marketing can serve as a powerful force to connect with and engage target audiences.

Selling as Persuasion, Marketing as Storytelling

00:38

Branding as a Reflex in Small Business

01:28

Invest Wisely: Turn Marketing into a Winning Slot Machine

00:56

Intro

3min

Innovative Strategies in Entrepreneurship

13min

Navigating Marketing and Selling Dynamics

17min

The Power of Branding

7min

Creativity vs. Commerce

11min

Harnessing Catalytic Moments for Strategic Collaboration

3min

Closing Reflections and Shared Resources

2min

Business coach Dan Sullivan and marketing and advertising geniuses Joe Polish, Dean Jackson, and Mark Young have all been friends and business colleagues for years. Now, they’re teaming up as the Super Partners for a very special podcast episode where they talk about what marketing really means and provide examples of elegant ideas that entrepreneurs can use to better engage their audiences.

Here’s some of what you’ll learn in this episode:

Solutions that mean no more cold calls or door-to-door sales.
The purpose of advertising.
How advertising can be used to help people.
The difference between marketing and sales.
Why selling has gotten a bad name.
What’s changed since Dan founded The Strategic Coach^® Program 35 years ago.
Why direct mail is still the greatest form of marketing in the world.

Show Notes:

Everyone who has a business is going to have to do marketing and selling.

One elegant idea is worth more than 1,000 semi-good ideas.

Perfect has become the enemy of good.

Anything you put in front of somebody is marketing.

Only the hungriest fish snap at the crappiest bait.

Once you figure out marketing, it's the ultimate leverage.

Marketing is the aggregate of all the steps you take to go from somebody not knowing you all the way to them being engaged in a relationship with you.

Once you figure out a marketing algorithm, it works again and again.

You can create control in your future if you learn how to put a message out there that causes people to want to give you money.

There are businesses that die of starvation, and there are businesses that die of indigestion.

The average person receives between 5,000 and 24,000 advertising messages daily.

Part of sales is just connecting with someone.

People don't buy from you because they understand what you do. People buy from you because they feel understood.

Dan’s definition of selling is getting someone intellectually engaged in a future result that's good for them and getting them to emotionally commit to take action to achieve that result.

Resources:

I Love Marketing podcast

10xTalk podcast

American Happiness podcast

Cloudlandia podcast

HYPNO-TI$ING by Mark Young

Video: “Is Selling Evil?” by Joe Polish

Who Not How by Dan Sullivan and Dr. Ben Hardy

The Gap And The Gain by Dan Sullivan and Dr. Ben Hardy

10x Is Easier Than 2x by Dan Sullivan and Dr. Ben Hardy

Strategic Coach^®

Mark Young