Recorded during an I Love Marketing Live Event, Joe Polish and Dean Jackson open the mic to real audience questions about marketing wins and roadblocks.
What starts as a listener's success story with the nine word email turns into a wide open conversation about ethics, attention, and why your email inbox might be the most valuable piece of real estate you own.
Here's what you're about to discover in this conversation:
- Why a periodontal equipment company's LinkedIn message, built around one simple question, helped them land a number one Google ranking for an industry award, even though competitors had used the exact same words for 100 years.
- The real reason Joe says some people apply an idea and transform their results while others swear they "didn't learn anything today" (it has nothing to do with the content).
- Why Joe believes the only thing you should ever be "above" in marketing is being unethical, and what happens when you get someone's money but never earn their trust.
- Dean's "more cheese, less whiskers" rule for why you never have to convince a mouse to want the cheese you're already offering.
- The scientific calculator math to figure out exactly how many minutes of human attention exist on Earth in a single day, and why it makes attention the most scarce resource alive.
- Why Dean says your email inbox, not TikTok or YouTube, is still the most intimate piece of real estate you can own, and the one open rate metric your mom already has that you don't.
If you'd like to join world-renowned Entrepreneurs at the next Genius Network Event or want to learn more about Genius Network, go to www.GeniusNetwork.com.
Show Notes:
A Listener's Win: The Nine Word Email Meets What's In It For Them
- John and Amy's team, who provide equipment and services for oral surgeons and periodontists, rebuilt their LinkedIn messaging around one question: "What would move the needle for your periodontal practice?"
- Applying the same What's In It For Them thinking to their industry's Hero Awards helped them land a number one page on Google, even though competitors had used identical language for 100 years.
- Joe credits the win to actually applying an idea, not searching for a newer one.
Why Some People Apply an Idea and Others Don't
- Joe says he has watched people stand up in seminars and credit a single tactic, like the nine word email, for generating massive new business.
- In the same room, someone else insists they "didn't learn anything," prompting Joe to wonder why the same idea lands for one person and not another.
- His theory: it comes down to the vantage point you're listening from, not the content itself.
The One Thing You Should Be "Above" in Marketing
- Joe argues the only thing worth being above in marketing is being unethical, not marketing itself.
- He distinguishes between "effective" and "ethical": you can sell someone something and still leave them worse off.
- Real marketing, in Joe's view, means the Client is happy with the outcome, not just that money changed hands.
Money vs. Trust
- Joe says you might get someone's money without ever earning their trust.
- People love to be sold, he says, but they hate to be pressured; the difference determines whether a sale builds or breaks a relationship.
- The goal is to build the relationship alongside the transaction, not instead of it.
Attracting the Right People and Repelling the Wrong Ones
- Joe points out that a small percentage of people are simply incapable of being happy, no matter what you do for them.
- He compares this to the small percentage of the population that are sociopaths or predators, always looking for who to take advantage of.
- Good marketing should be built to attract who you want and repel who you don't, even though no system does this perfectly.
The Nine Word Email as an Outwardly Focused Question
- Dean highlights why the nine word email works: it's a single outward focused question, like "What would move the needle for your periodontal practice?"
- It works as a conversation starter whether you're initiating contact or replying to someone who reached out first.
- The key is appearing genuinely interested in the other person's outcome, not pushing your own solution.
Cutting Through the Noise with WIIFM
- Dean says everyone is tuned to their favorite radio station, WIIFM: What's In It For Me.
- A message that sends a crystal clear signal of value can be "whispered" and people will still pick it up, no shouting required.
- The nine word email works because it's direct enough to cut through without competing on volume.
Signature Result: Selling What They Want, Delivering What They Need
- Dean frames the challenge as giving people what they want so you can eventually give them what they need.
- Example: business owners want more cash, but what they really want is what that cash lets them do or become.
- Getting clear on your signature result, and describing it the right way, helps that message land.
What Genius Network Actually Sells
- Joe admits that on paper, no one wakes up wanting to join a mastermind that costs tens of thousands of dollars a year.
- What he's really selling is helping high achieving, ambitious Entrepreneurs reduce suffering in their minds, addictions, and ambitions, framed around what he calls E.L.F: Easy, Lucrative, and Fun.
- He acknowledges that message is hard to headline directly, so it has to be conveyed and delivered in layers.
The Hidden Cost of Being a Caring Marketer
- Joe shares what he calls an unpopular opinion: caring deeply about a world class client experience can put you at a disadvantage next to competitors with no empathy who will say anything to close a sale.
- He asks Dean how a caring business owner can still create the emotional engagement needed to earn attention, without resorting to a bait and switch.
More Cheese, Less Whiskers
- Dean answers with his "more cheese, less whiskers" rule: you don't need to convince a mouse to want cheese, you just need to offer cheese.
- The real work is getting clear on the outcome you produce and aligning your offer to it, rather than trying to talk someone into wanting something else.
- Dean's diagnostic question: what would you do for a client if you only got paid when they got the result?
The Global Attention Economy
- Dean breaks down the math: each person has about 1,000 minutes of attention available per day, and most Americans spend around 450 of those minutes looking at screens.
- Joe adds that 500 hours of video are uploaded to YouTube every minute, piling onto billions of hours of existing content competing for that same attention.
- Joe and Eben Pagan once used scientific calculators to compute total global attention units: 1,000 minutes times roughly 8 billion people.
Why the Inbox Beats TikTok, Facebook, and YouTube
- Dean calls the email inbox one of the most intimate input channels people check daily, sitting alongside messages from their mom, spouse, and kids.
- He notes that your mom effectively has a 100% open rate because the relationship, not the platform, earns the attention.
- Building a first party relationship where people welcome you into their inbox lets you direct action directly, unlike building an audience you don't own on a rented platform.
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