Using Direct Response Marketing to Generate Even More Profitability with Dean Edelson [PODCAST 176]

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GTF 176 | Direct Response Marketing

Having the right market, the right offer, and the right message is the foundation of what makes a business or service successful. The more specific you are about knowing who your ideal client is, the more successful you’re going to be. Dean Edelson is a strategist, a writer, and one of the leading direct response marketing experts who’s been helping clients be able to go out and generate more leads, more sales, and more profitability. He’s one of the top experts that the experts go to when they want to get results with their copy, too. Dean advises that you have to be tenacious, be persistent, and be courageous with your goals and not let anything distract you or get derailed by what other people say. If you’ve done your research, if you’ve put the time in and focused on finding out your ideal client, you’re going to win.

Listen to the podcast here:

Using Direct Response Marketing to Generate Even More Profitability with Dean Edelson [PODCAST 176]

Have you ever been in a place where you’re like, “I don’t know why my Facebook ads are not converting. I don’t know why my offer isn’t converting. I don’t know why my webinar isn’t converting. If I could just get those things to work, I’d make more sales. I’d generate more revenue. I’d be able to help more people.” You are about to discover a way to be able to go out and do all of that. We have one of the leading experts. He’s a writer, he’s a strategist. He’s worked with some of the top experts in the world, people like Robert Allen, Daymond John and a whole lot more. He came from Hollywood as a writer, in part of that, into direct response marketing. He’s now been helping big clients, small clients everywhere in between, be able to go out and generate more leads, more sales, more profitability with his talents. He also was a comedian.

I would love to spend hours and hours with him. He’d probably get bored by that pretty quickly but nonetheless, he’s someone I got a chance to meet about five years ago. He’s one of those people that when you meet them, you get fascinated by him. I got a man crush on him because he’s got the Hollywood thing going. He was a comedian. He just does great things for a lot of great clients. You’re going to learn a lot from him. I’d grab a pen, I’d grab a piece of paper, I’d jot down some notes. He’s one of the top experts that the experts go to when they want to get results with their copy too. His name is Dean Edelson. He also happens to be in Arizona. He’s in Sedona, I’m in the Phoenix area and we decided that we would just pretend like we were 10,000 miles away and do it virtually. Dean, welcome to the show. How are you?

Thank you, Dan. Thank you for that wonderful, illustrious introduction. I felt like I was getting an Academy Award right then.

I’ve seen in certain literature of other people who’ve interviewed you, it says you’re an award-winning copywriter. What does that mean exactly? Awards and revenue typically don’t go together in advertising.

Here’s where it came from. It was early on and I entered this copywriting contest to write a piece of copy for a pretty well-known and established marketer. It was to sell a product and he was looking to hire a copywriter. There was this big prize involved, which was getting the gig. I wrote the piece of copy and I won. That’s what it was all about.

If you had a choice of taking awards or getting paid, which do you prefer these days?

I’d prefer the paycheck. Do you want to be the player or do you want to be the owner of the team?

I say that in jest but you know this as well as I do. Some people are more impressed with getting fame than they are of actually getting paid.

There are just different types of validation. We all as human beings want to be validated. We want to know that we’re valued and that we’re worthy in some ways. It depends on the individual and what appeals to those hot buttons. What’s going to get the dopamine dump?

Speaking of dopamine, I want to help our audience get as much wisdom as possible. We work with entrepreneurs and small business owners. A lot are struggling with getting conversions and getting their Facebook ads to work and webinars and things like this. You have many resources but what are some of the biggest mistakes, Dean, that you see a lot of business owners and entrepreneurs make when it comes to creating their offer or their ad or stuff like that?

That’s a great question because it’s the foundation of what makes a business or a service successful. I’m writing a book right now and it deals directly with what you’re saying and it’s called Your MOM Sucks: Three Reasons Why Your Business Is Struggling. MOM is an acronym for Market Offer Message. Either one, two or all three of those things are not working, you haven’t found out, you haven’t discovered who your market is, do I have the right offer and do I have the right message? It’s simple. We can talk about each of those things individually because all of them are integral to the whole. It’s like making a cake. They’re all ingredients; the need to be the right ingredients to come out with the perfect birthday cake.

GTF 176 | Direct Response Marketing

Direct Response Marketing: We all as human beings want to be validated. We want to know that we’re valued and that we’re worthy in some ways.

Speaking of the right ingredient, I was talking to a potential client. I said, “Who is your market?” They go, “Everybody.” I know you’ve heard that. It’s laughable now, but I want you to speak to it, when you hear someone say something like that.

I hear it a lot from clients that, “Everybody is my audience.” First, it’s not true. Second, taking what’s called a shotgun approach to attract people is a waste of time, money, and resources. If you’re in the dating pool, “Is every woman or every man or partner suited for you?” “Not at all.” How was that any different than a product or service that you offer? The other thing is the more specific you get and the more granular you get in targeting and finding your audience and knowing exactly who they are, the more they’ll be attracted to you. When you ask them questions, when you say, “Everybody’s my audience,” take a step back and saying, “How big does my business need to be for me to be successful?” Define success for yourself. Do you need to be making a million dollars in revenue? Do you need to be making half a million dollars in revenue? Do you need to be making $100,000 in revenue? $10 million? What is that number for you? What’s going to make you happy? What are your needs? What are your desires? Why are you going in the business in the first place?

When you start overreaching a little bit, it could just seem, “This is inconceivable. I’ll never reach it,” so you want to start small. Just like you want to start with a small audience, who are you talking to? If you could sit down and ask yourself, you’ve got to ask, “Who is my ideal client? Who are they?” If I were talking to a friend and I had something that I know that can help and benefit them, and I knew that my friend would be the ideal client, what is it about my friend? How old are they? What’s their gender? What are their likes, their dislikes, their political leanings? What do they think about? Are they religious? If so, what is that religion? Step in their shoes, find out their beliefs, find out where they hang out. I can go into a rabbit’s hole talking about this, but the more specific you are about knowing who your ideal client is, the more successful you’re going to be.

What do you think there is such a block around people doing this exercise and refining who their ideal client is and narrow to get to the core? What do you think is the big block or the obstacle that’s in most people’s way?

One, is discipline and two, is the inability to focus. I can speak from experience because I’ve got Shiny Penny and Squirrel Syndrome myself. If I see a new idea or a new opportunity, I’ll abandon what I’ve been doing and go off instead of taking the time to focus in on one thing. There’s a reason that I named my company, 1 Big Idea, because I know if you stick with one thing, you find out that one thing, that message, that one person that you want to attract to you. How do I do that? You will win. You will succeed. Be tenacious, be persistent, and be courageous about it and don’t let anything distract you. Don’t get derailed by what other people say. If you’ve done your research, if you’ve put the time in and focused on finding out your ideal client, you’re going to win. I remember an old business mentor that I had years ago said, “Do you want to make a million bucks? Do you want to make a billion bucks? It takes three things. Find out what they want, go get it, and give it to them.” Every successful business is based on that. It seems simple, but it’s not easy. As you ask, “Why do you think people don’t want to find out who their ideal client is?” One, the things that we don’t do or avoid is because we don’t know. It’s the unknown. Where do you start?

Speaking of where you start, if you’re at a place right now where you’re struggling to connect the dots, if you’re at a place where you want to get to that next level, maybe you’d like to add an extra six figures, seven figures, eight figures, nine figures, focus on that one thing and drive it deep. Dean, you were talking about the three simple steps. Find out what people want, go find it, and then give it to them. It sounds simple. It’s not easy of course, but it sounds simple. Knowing what you know now, if you were starting over and in many cases you do this when you bring on new clients, what would be the most important steps for someone to take once they get past identifying and going deep on who their perfect client or who their ideal client is?

I always start by asking the client if they have the research and the data to support who their ideal clients are and who their best customers are. As a startup, you may not know this, so you’ve got to find out. If you’ve got an idea in mind, say, “Does my audience want this? If I’m going to be selling a vitamin supplement, what specifically is the supplement you’re selling? What does it do for people? What are all the benefits?” You’ve got to ask, “How is this going to add value? How is this going to help them?” Then you need to go out and find out, “Who is this best suited for?” It’s simple. It’s not easy, so you need to go out onto the interwebs and find out, or you need to find out if you’ve got friends in your circle of friends or family, if they’re taking vitamins, get on the phone and ask them, “Why do you take vitamins? Which vitamins do you take? What kind of ailments do you have? What issues? Have you had results? Have they been successful?” Listen to them, listen to the words that they use, not the ones you think are going to make the sale, but listen to the words that they use because that’s going to be critical to the copy that you use. Speak the way your audience speaks. Don’t assume a thing. That’s the biggest mistake I’ve ever made, is assuming, “Here’s what my audience wants. Here’s how they talk.” Listen to what they do and your market will tell you. They will tell you and make your job so much easier.

What you’re saying is if you want to make it easier, actually just spend the time and get connected to your potential clients. Talk to them, ask questions, and then feedback the language they’re using.

Mirror it back say, “This is what you’re saying,” and use their words. If they nod their head and they say, “Yes,” you’ve just dropped the motherlode. That’s the language you want to use in your message, which is the third thing. There are ways online. When I start doing research, I’ll go to Amazon, which is a great repository. Book reviews. You can read book reviews to find out, “What do they think about this book?” It’s not the critique of the book that you want to hear. Let’s say, if it is vitamins, who’s taking vitamins and how many vitamin books are out there? Listen to the emotion. Find those reviews where there’s an emotional element to it, “Here are the problems on it. Here’s why I got this book. Here’s what I found out. This is fantastic. It’s because I was having so much problem with my gallbladder or with my digestion.” If it’s a vitamin supplement and they’re taking something to heal that, the audience will tell you just by simply reading these reviews. Go to sites like Reddit, Google vitamins, and see if there are any forums and see the way people are talking about the specific ailment or issue that they’re having.

We’ve got market, we’ve got the message and a simple way to connect with our potential ideal clients using their language. Mirroring it back. I just have to ask for you and your role doing what you do. You’ve written for Hollywood, you sent me a few scripts a couple years back that I was fascinated by, and you were a comedian. What part does comedy play or being funny in writing copy and integrating it in?

I did stand-up for fifteen years. I did it full-time. I made a living at it and I loved it. I couldn’t wait to get to the next show. The thing about standup, and I would say any comedian will tell you this, whether it’s a Seinfeld, Jim Gaffigan, Kathleen Madigan, Brian Regan, just amazing comedians, they listened to the audience. The audience helps you shape the joke. If you’re not getting a laugh, it’s not the audience’s fault. It’s your responsibility to say, “How can I communicate? I know the seed of my idea is funny, because it struck me as funny.” When I put it out there and it doesn’t work, the audience is saying, “Tell it to me another way.” As a comedian, I’m saying to myself, “I need to go back and rewrite this joke. I need to change a word. I need to change phrasing. I need to take change the tone, inflection, the emotionality of it.”

It’s a playground up there. It’s market testing as a comic. If you stick with that joke because the kernel of it is funny, once they start laughing you go, “That’s it. That’s the way they wanted to hear it. That’s the way it needed to be delivered. That’s the way it needed to be communicated.” This is the connection I made for me in comedy and making the transition to writing screenplays and writing direct response copy, is that here’s the way the audience will respond. This is what will make them laugh. This is what will make them buy. This is what will make them come back and see me again at another show. This is what’s going to help me get hired by another client, knowing how to communicate with the audience.

That is such great advice and how you take something from one industry and apply it into another. There are many rabbit holes that I could go down with this. Let’s back up a second because you’ve worked with so many incredible people, from people like Warner Brothers, Fox Sports, film and TV programs, all this awesome stuff, just a world of experience overall. What I’m curious about is for you, what’s been your biggest mistake or your biggest setback or your biggest failure in this journey of doing this for as long as you have? What’d you learn from it that our audience could learn from it as well?

I suffer from Shiny Penny Syndrome and this is not an excuse or a reason. I just love new ideas. I love new things. It juices me. If I get an idea about how to market something or how to write a piece of copy or how to strategize something, instead of sticking with what is in front of me and say, “Let’s get this done to completion,” I find myself abandoning. I’m the biggest stickler to falling prey to marketing because if I see a sales letter online, I’m going, “I’m getting this.” The copy was so good. If you’re not thinking this copy’s good and that’s not persuasive, but you’re in the copy, like you’re sitting in a seat watching a great movie, you don’t notice that you’re been sitting down in a chair for the past 90 minutes to two hours, here’s my credit card. I’m a sucker for it. I would say that is my biggest fault and downfall by far. I’ll admit it, I’m a goofball when it comes to that.

You have a closet full of stuff that you’ve bought on TV and online and all these sorts of things. You’re like the Home Shopping Network’s dream.

Hopefully, I’m not but I do. I can look at my shelves and go, “I haven’t looked at that. I glanced through it when I first got it, but I didn’t do it.” Now, it’s still sitting there because someday I’ll get to it but I know that that’s not me because there will be something else I’ll buy to replace that.

We all have fears, we all have insecurities, we all have doubts. We all have those little voices of, “What if it doesn’t work? What if it does?” These polarizing things, whether it’s the Shiny Object Syndrome like he mentioned or being a consumer of getting to that next level. What is it you’re dealing with right now? We’re going to take a deeper dive on how to construct a winning offer. This is where the rubber meets the road. This is pay dirt right here. When you get your market right and you are able to get your messaging right, what happens is how do you construct an offer to be different? How many companies are out there? How many Bulletproof coffees are out there? How many fitness programs are out there? How many P90X company programs are out there or beach bodies? How many different masterminds are out there? How many genius networks? There’s a way to structure an offer when you identify your market, when you identify your message. That when you get this offer right, it positions so that you’re set up so you cannot be commoditized. It’s like putting a moat around your castle. Would you like to put a moat around your castle?

GTF 176 | Direct Response Marketing

Direct Response Marketing: The audience helps you shape the joke. If you’re not getting a laugh, it’s not the audience’s fault.

We’ve talked about market. We’ve talked about a message and how to easily go out and connect with your ideal or your potential perfect client, let’s talk about the offer, structuring the offer. This is where you can either put yourself in a category of sameness, which means you become like everybody else. You’re like a me-too type of business or you can differentiate. What steps would you recommend for the small business owner, the entrepreneur, or the couple million-dollar company or less? How can they immediately go out and structure an offer to be different in their marketplace?

The one thing that you want to avoid is being a commodity, is being in what’s called a red ocean. All the sharks are feeding and there’s just improvement offers. “This is the same as this, but mine’s better because I have better customer service.” That’s not it. It’s critical to be in a blue ocean. It’s still an ocean, but there’s no Feeding Frenzy there except the one that you create. It’s important to present what you’ve got as a new opportunity. It’s in the messaging. The way you do that is whatever product or service you’ve got, you’ve created or you’re providing, ask yourself, “What objections are there to people wanting this and buying this?” Write it out. Take a pencil or a pen, put it in your hand, get a legal pad, and start writing all the objections to what you’ve got. When you can answer all of those objections in that list, don’t skim, you’ve got to be hard on yourself. All the reasons whether it’s price, “Why should I buy it from you? I can get it over here. They’re better. They’ve been in business longer. The shelf life of this is not going to last long.”

Whatever it is, write down the objection. If you can provide answers to all those objections after you’ve done your market research to find out, “Yes, this is something that the market wants,” then you’ve got something that will have legs. Then the critical thing is to marry the message with that. How do I position this that it sounds unique, what we call your unique selling proposition? What’s that one big idea that is going to make you stand out? Something else that will help you with this is if you were to have a fan club for this product, why would people want to join your club? How do people self-identify? People who buy Apple, they’re so proud to show their iPhones and they’re in line for days waiting to spend a premium price to get that new iPhone. When P90X comes out with a new bodybuilding product or a new supplement, they just know what’s the right message, “How do we differentiate ourselves with our message with this product?” That’s why they’re in business. That’s why they continue to grow. That’s why Bulletproof continues to grow and all these companies that you’ve made.

It’s such a fascinating thing. You look at somebody like Tesla. They got hundreds of thousands of people all over the country and the world to put down deposits for a car that wasn’t even built yet at a premium price in that category. They started with the highest end. They had hundreds of thousands of people that bought the car, then they created demand, pent up demand. Then they created a slightly lower tier, but still on the high side of that particular market. They got another five times the number of people that have put deposits down to get that 300 version. They’re having problems and yet people still have confidence because of positioning and a unique offer and category. It’s the blue ocean idea that you talked about.

Elon knows his audience. This is not for the blue-collar person. This is not even for the middle class. Owning a Tesla is a status play. It’s a play on status. It’s for the guy or the woman who’s got discretionary disposable income and wants to say, “Look at me, I’m on the road, I’m driving a Tesla. Nobody else has got one. I’ve already got all these other toys, but now I’ve got a Tesla.” Thinking of the psychology and the behavior of your audience and target market is critical as well.

Let’s back up a little bit because you brought up the status, and status seems to be one of those dominoes that can tilt over 100 when and if you get it right. For someone that might be newer to this idea of status and the terminology, what is status in your mind and how does it relate to an offer?

Status is what’s called an emotional trigger. That emotional impulse to buy is typically triggered a lot by dopamine in the brain. It’s, “I’ve got to have that.” If you’re in the desert and you’ve been there for five days without water and you see a mirage of a pond, the dopamine starts dumping because I’ve got to have water. It’s a desire. It’s a basic primal human desire and we’re all wired the same way, which is why we love story. We can go down that rabbit hole, but when you’re talking about status, it’s just one of those triggers. Mystique is another trigger. Why do people start reading the National Enquirer while they’re at the checkout counter and those headlines, “Baby with two heads runs for president.” That’s just unbelievable, but I want to read about that. There are these emotional triggers. Sally Hogshead has a wonderful book called Fascinate where she talks about the seven major triggers. When you can incorporate those into your marketing message, you have found a secret sauce for tapping into your audience and for attracting them to what you’ve got. Sit back and figure, “If I’ve got this product or service, what buttons are this going to push and play on them?” It’s simple persuasion.

Speaking of simple persuasion, you brought up a story. One of my favorite books probably in the last several months is a book called Nobody Wants to Read Your Sh*t. It’s about copy but it’s also about the Hollywood story and the three acts and conflict and such. You’re all too familiar with that. Speak to the power of story, that stories sell and facts tell, and how to maybe look at integrating the two of them? We have such a powerful platform to do that. I know I’ve missed this at times. How can someone do a better job integrating story and the facts to lay their case out?

That’s a wonderful question. It’s a skill that can be learned. It’s not something that is innate for most people. It’s studying a little bit about how do you structure a great story? Why is any book of religion or divination so popular and ubiquitous on this planet? Whether it’s the Bible, the Qur’an, Bhagavad Gita, all of these are a book of stories. There are books of parables. I don’t mean to offend anybody but they are myths come to life because they teach something through a way of communicating through story. The reason that they’ve been around for thousands of years is because we’re hardwired for it in our brains. The features and the benefit and the message are great. Facts, data, research, that’s all the stuff that the mind uses to rationalize later on down the road. We are irrational human beings. We are totally emotional, we’re reactionary, and we’re goofy.

We all have our own systems, but if we can find a story that taps into that belief system that you’ve got, you’ve got a winning formula. I would study story. There are wonderful books out there. One is Michael Hauge writing scripts that Sally just came out with another one about storytelling and marketing combined. It’s terrific. The story typically in a sales letter or a sales message whether it’s your story, is the thing that’s going to hook your reader or your viewer and it could be in a video, learn how to tell a story, learn how to take somebody through the steps of teaching. I’m sure a lot of your audiences have been to seminars and I’ve seen somebody where it’s what’s called a table rush to the back of the room and it’s not because of the product. It’s because of the stories they tell on stage. If you look at it closely, they probably told you very little about the product itself, about how it works, why it works and all that. It’s because they’re wonderful persuaders.

Speaking of being a wonderful persuader, I want to speak to the elephant in the room right now written for you. You might be saying to yourself, “That’s fine, Dean. I’m not a good writer. I’m not a good storyteller. I don’t know if I could ever get this right.” I promise you, if you’ll take the time to learn, this is something that you not only can learn, but you can master. It’s right around the corner. We’re going to go deeper with Dean Edelson on his strategies and how you can write better stories, compel your audience to want to work with you. You’ve shared some incredible wisdom. I’ve got three and a half pages of notes right here. We’ve known each other for a long time and I’ve looked at a lot of your work. I always learn something when I’m around. I feel smarter every time I’m around you, candidly, so thank you.

You make me seem smarter by talking to you.

We’re going to start a new company. It’s going to be called Two Bald Guys and A Piece of Paper. We’re not the college hunks that you’re probably looking for your moving company. I want to make sure people can get a chance to go tap into your wisdom. If people want to go deeper with you, Dean, they want to access some of the tools, the resources you’ve got, you’ve got a whole bunch available on your site. Where can people go? Where would you recommend they start?

They can go to my website, If they have a burning question, I’m happy. You can reach out to me at my email, [email protected].

I want to encourage you, if you want to take it to the next level, if you want to hone in on your market, your message, your offer, Dean has worked with a lot of the most successful people in the world, a lot of different companies as well. At the end of the day though, it’s about connecting with your audience and getting it right. He can help you do that. If he’s making the invitation, I’d encourage you to do it. Just make sure that you’re showing up a certain way that you want to talk about how you can get to that next level, not that you’re looking for a freebie session. I would just want to protect you a little bit with that, Dean.

To start with, I’d go to his site to, to vet out some of the direct questions that you’ve got. I’d show up with five to seven key questions and maybe a project that you’re looking to work on and how maybe Dean can help you, because he can. I know I’ve referred you to numerous people when the opportunity has arisen. I have certainty and I have confidence that Dean can help you generate a better story, better leads, more sales, and all those sorts of things. Not just a single thing, but the whole package. He really takes the time. He’s a scientist, he’s a strategist, as well as a writer and storyteller. You won’t go wrong by taking a deep dive into his stuff.

I just want to say that the things that we’ve talked about can seem overwhelming because we’ve talked about market, offer, message, story, persuasion. It’s overwhelming. Let’s start with one thing, because that can give you that analysis paralysis, or “I don’t know where to start.” Just choose something that resonates with you, trust your gut, and trust your intuition.

Speaking of that, what would be one, two, three action steps that you’d love to see our audience and our members take as a result of our time?

This is for entrepreneurs and new business owners. If you’re starting up or if you have something that’s not converting as well, get quiet and ask yourself why. “What’s not working?” It’s one of three things or a combination. It’s going to be, “Am I selling to the right market? Do I know who my market is? Do I have the offer that gives my market exactly what they want and what they’ve asked for? If I’ve got those two things, is the message that I’m conveying whether in video or in copy, is it on target? Is it on mark?” Those are the three things. That’s why I say, “Your MOM Sucks.” No disrespect to your mother, it’s got nothing to do with it. Those are the three reasons or one of those three reasons is that you’re struggling.

Speaking of tapping into emotions, you should pick a more emotionally compelling acronym to use and polarizing term that might get people off the fence one way or another.

I’ll be honest with you. Here’s the other title I’m playing with, “Who Wants Chocolate?” It’s got all three of those things in there. It speaks to the chocolate lovers, there’s a desire, “Who wants it?” and the message is crystal clear. People who want strawberry ice cream or who want licorice, they’re gone. I don’t need them. All I need are chocolate lovers.

I love either one. I’m a little biased. The buddy of mine, Josh, he used to always talk about you want to find the holics. Chocoholics, all kinds of holics in a market. Obviously you’re going to test it, so I’ll look forward to following up with you on this to see where it goes. I could see a lot of happy people with the chocolate one and that they’re going to be on a high and you’re going to have both sides of the fence with MOM.

One is polarized. The first one is polarizing and it’s offensive when you’re reading, but it piques their curiosity and that mystique of, “Who would say that? That’s just a horrible thing to say. “Who wants chocolate?” The dopamine is dumped.

Speaking of stories, what’s a story that you think would land with our audience that maybe you could take us home now?

GTF 176 | Direct Response Marketing

The Confidence Game: Why We Fall for It . . . Every Time

I just read a book called The Confidence Game by Maria Konnikova. It’s terrific. It’s about con men, and con men were brilliant storytellers. Even though they were lies, they knew how to tell a story. She gives an example of one of the best defense attorneys at the time. He’s in court and he’s a defense attorney. He’s representing a client who lost both of his arms in a machinery accident. It’s him against the insurance companies. They’re in court, closing argument time. The jurors had just come back from lunch. Everybody’s sitting down and the defense attorney is giving his closing argument. This is his closing argument, “Ladies and gentlemen of the jury, you just had a wonderful lunch. I saw the bailiff and the judge go across the street to have lunch. The jurors, you sequestered in your room and they brought in a very lovely lunch. You had lunch together. I decided this would be a good time for my client and I to go have lunch. We went across the street to the local restaurant there and we had lunch together and my client ate lunch like a dog. Thank you.” He got no arms. That’s all he said, and they won the case. You have a visual of what’s going on. You can see this guy, he’s got no arms, he’s got no prosthetics, he’s got to eat with his face in his plate. It’s extremely powerful. This attorney didn’t have to talk about facts. He didn’t have to talk about data. He didn’t have to go through a timeline of the circumstances of what happened. He painted a clear picture in his mind, a 100% emotional picture in the jurors’ mind of the life this guy is leading. That’s a powerful story.

Everyone, I want to encourage you to take action with what Dean has been sharing with you. Tell a better story, look at your MOM, so to speak, in a whole new way. Number one, it’s your market, it’s your offer, it’s your message. Find out what they want, go find it, and then give it to them. Give it to them the way they want it in their language and the way they want to receive it. There’s so much wisdom here. You never want to miss an episode. You can come to Dean, what’s something I should have asked you that I didn’t get a chance to ask you yet?

I think we covered quite a bit. I enjoyed the questions. I love marketing because it involves a story. It involves human behavior in the psychology of why people do the way they do. I discourage this about manipulation. This is not about manipulation. It’s about truly believing what you’ve got as a product or service that has a benefit and adds value to somebody’s life and makes sure it does what you claim it does. You’re putting goodness and greatness into the world.

Bringing in breakthroughs and transformation, our buddy, Jay Abraham, who I’ve been a student for a couple decades, I imagine you have as well says, “When you have a good product, you have a moral obligation to get it into their hands.” You have a moral obligation to get it into your client’s hands and you can use good strategies of storytelling and copy and writing and creating a compelling offer and message and going into your market the right way and in an effective way. Take action with what Dean has been sharing with you. Dean, I’m curious. I like to ask a couple personal questions in my interviews typically as well. You’ve been married and we’ve gotten a chance to talk about each other’s wives and our relationships a little bit. Your wife is incredibly supportive. We were talking about the whiteboard in our prep and how she wrote a couple of messages up there for you. It’s great to have that partner in our corner. If you were to turn to Elaine right now and you were to thank her and say, “Elaine, thank you for,” what would you think Elaine for and her support and being a champion or ambassador of you? To allow you to be this amazing contributor in the world to this amazing person to go out? Hundreds and millions of people have been impacted directly and indirectly from what you’ve done, what would you thank her for her support of you?

One, I would thank her for choosing me as a partner and a mate in life. Then I would thank her for making me the man and the father that I’ve become. It’s always been a priority. I would say that everything that I do is a byproduct of that love, respect and support that we have. We work together, we both work at home. We’ve been doing this for years. I wake up every day grateful for her. I can’t believe she would have me as a husband. I can’t believe that she’d want to sleep with me. I can’t believe that she’s just smiling. Every day she’s smiling and laughing and supporting me and she never ever says, “I don’t want to do that or that’s not a good idea.” She’ll support every idea. She questioned me on the ideas and things sometimes, but I feel like the luckiest man on the planet. I am different from those years of doing stand-up and when I just started out doing this, and every day my marriage keeps getting better and better. It keeps getting more exciting and thrilling and spontaneous. We keep the spontaneity. I could go on and on talking about my wife.

My question to you, do you want to get a little piece of this guy? He’s one of those salt of the earth guys. He’s a guy’s guy and he is humble and he values his family and his relationship over anything else, from my experience and knowing him for over five plus years. Quality of life. He’s turned down deals because it didn’t fit in with his value system. You want to work with a guy who values love, respect, support. I encourage you, go deeper with what Dean has shared with you. Go check out what he’s up to at If you want to go even deeper with them, get into a conversation, see how we can help you, go to [email protected]. Dean, our time flies when we’re having fun. I just want to say thank you for your time. Thanks for sharing your wisdom. There’s so much here that our audience can get if they take action and apply it. Thank you.

Thank you, Dan. I appreciate the invitation to be able to share with your audience.

Take action with what Dean is shared. Go check out what Dean’s up to and apply it. Imagine what could happen for you if you just simply apply the idea. Know your market better, find out what they want, go get it, feed it to them, and you do it in a way that’s using their language and telling stories and integrating stories. Thanks for making us part of your day. Seize the day, make it great, and we’ll see you next time.

Resources mentioned on this episode:

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About Dean Edelson

GTF 176 | Direct Response Marketing

Funnel Copywriter and Marketing Strategist Credentials: 10 years Direct Response Copywriting for both online and offline products and services. Niches include real estate investing, health and beauty, chiropractic, medical, health and fitness, astrology, personal development, weight loss, brain entrainment, and others. Clients include “Shark Tank’s” Daymond John, Robert Allen, 7 Figure Speaking Empire, The Commercial Investor, Alex Jamieson. 6 years writing and producing Film and Television promos and commercials for Seinfeld, Frasier, Everybody Loves Raymond, Fox Sports, Fox Kids, NBC Nightly News, and feature film trailers and EPKs. Clients included Dreamworks, Paramount, Warner Bros, Sony, Universal, NBC, ABC, CBS. Former standup comedian 15 years. Skills: High converting direct response copy. Sales letters, VSLs, webinars, landing pages, email campaigns. Launch and Funnel marketing specialist. Marketing campaign expertise includes: ASK Method, Digital Marketer, Russell Brunson, Frank Kern, Brendon Burchard, Jason Fladlien, and more.  To view the Portfolio go here:


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