More Cheese, Less Whiskers

More Cheese, Less Whiskers

More Cheese, Less Whiskers

By John Jantsch

Marketing podcast with Dean Jackson (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Karl Palutke via Flickr

The human brain is very similar to that of the mouse. That’s why so much research is conducted using mice. Much like our brain, the mouse is wired for pretty much two things – get cheese, avoid cat.

When we attempt to sell something to a prospect we look very much like the cat, no matter what our intentions. Buyers are wired to view sellers as cats and even the greatest deal in the world may go unnoticed because of our whiskers are showing.

The job of the marketer is to offer cheese and build trust, not in a manipulative way, but in a way that allows the buyer to put down their guard long enough to understand that you do indeed have something that will benefit.

This approach takes a change in mind shift, but it can color the way you approach marketing entirely.

It requires you to have the client’s best interest first and foremost in mind. It requires you develop the ultimate customer experience first. It requires you to create ways for them to experience results without risk. It requires you to develop ways to show them how they can make money before they ever have to spend money.

See, everyone in every company has permission to bring money in, but generally only a select few have permission to spend money. In fact, some organizations have people that feel it’s their job to shield the boss from anyone trying to sell them something.

So, how can you position your product as a way to make money, not spend money?

In this week’s episode of the Duct Tape Marketing podcast I visit with copywriter and information marketer extraordinaire, Dean Jackson. Jackson is one of the most sought out marketers in the real estate world and is well-known for his “more cheese, less whiskers” take on lead generation.

In this episode he outlines several case studies in which he applies the customer’s best interest approach and produces incredible results where the sales only approach had failed miserably.

Let me add for emphasis, while I’m suggesting that the shift in thinking that Jackson presents is a powerful way to approach lead generation and conversion, it will only work if you have a product or service that truly does provide massive value – otherwise your cheese is just bait and switch.

Listen to this recording and Jackson’s simple approach several times. Don’t let the simplicity escape you, this is one of the most profound marketing lessons you’ll ever get, precisely because it is so simple.

Go to work on creating the ultimate customer experience, make your business whisker free and start generating greater results from your lead generation efforts.

You can hear Dean talk about it in even greater depth on the ILoveMarketing podcast.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or


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