Dean knows how to create success. From extremely humble beginnings Dean went on to create a multimillion dollar real estate business and became a Multiple NY Times best selling Author. Dean is obsessed with sharing the Success Habits learned along this journey with the world and has partnered with Tony Robbins and Russel Brunson to do just that!
FREE Live Cast – Come learn LIVE (for the first time ever) from Dean Graziosi, Tony Robbins & Russell Brunson – for FREE!
3 Value Bombs
1) Learning through books, webinars, and courses – self-education – can save your life.
2) Extract your knowledge and figure out what you’re uniquely good at.
3) Attract those you want and repel those you don’t.
ZipRecruiter: When it comes to hiring, you can save time and get more qualified candidates fast with ZipRecruiter. And right now, you can try ZipRecruiter for free at ZipRecruiter.com/fire! ZipRecruiter. The smartest way to hire.
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Impact & Profit: The Ultimate Goal For Us All with Dean Graziosi
[1:37]- Dean shares something interesting about himself that most people don’t know.
- He used to work on cars – like painting cars during the day, and driving a tow truck, bulldozers and backhoes at night.
[2:56]- What does self-education mean to you?
- It is not only one of the fastest and biggest growing industries in the world, but it’s something he wishes someone would have exposed or put a spotlight on years ago.
- Learning through books, webinars, and courses – self-education – saved his life.
[6:50]–Why do you think now is the best time to join this movement?
- Because right now the self-education business or e-learning online, is a 355 million dollar a day industry.
- The fastest way to learn might not be going to college or getting a masters degree. All you need to do is tap into people who already have the knowledge and then extract and share it.
[11:22] – There are people out there who want to take the next step with online education – sharing what they know – but they don’t know where to begin; what would you say to these people?
- Identify what you are good at and that cuts you a big check. And if you have that skill you should extract it, create a process, share it, and get paid for it.
- There is you and there is knowledge; extract it, share it, or be the reporter of other peoples’ knowledge.
[19:15] – What is the next step in delivering this knowledge?
- There are home study courses. You need a team around you to build a course.
- Write a book about knowledge. All you need is a marketing plan
- Sharing through workshops or small live events, groups or masterminds is also a great way to share your knowledge
[24:50] – How specifically can we profit from all this work we are going to put in here?
- Make an impact, leave a legacy, and make additional money that’s scalable.
- How you make the money is by extracting your knowledge and figuring out what you’re uniquely good at. Identify your niche, and then partner with someone who is already an expert.
[27:46] – What if they’ve done the work, they’ve figured out what they want to teach and how to deliver it, and now they’re ready to find the people that will consume that content?… where do they find those people?
- Attract those you want and repel those you don’t. When you figure out who you are, go after people who want exactly who you are.
[30:23] – Dean’s parting piece of guidance
- Head over to EOFire.com/mastermind and register for a free live cast with Dean Graziosi, Tony Robbins & Russell Brunson!
John: What is shakin’ Fire Nation? JLD here with an audio master class on impact and profit, the ultimate goal for us all. And to talk about this incredible topic I have brought Dean Graziosi on the show today. This is an absolute gem Fire Nation. You are not going to want to miss this because Dean knows how to create success.
From extremely humble beginnings Dean went on to create a multi-million-dollar real estate business and become a multiple New York Times best selling author and he is obsessed with sharing the success habits learned along this journey with the world and has partnered with Tony Robbins and Russell Brunson to do just that.
And Fire Nation, Tony Robbins and Dean have partnered up to do a free webcast for you. This is a live and free webcast where you can be in the chat asking Tony questions, asking Dean questions, and just getting incredible content from these two absolute entrepreneurial visionaries so you are going to want to press pause right now, head over to eofire.com/mastermind. Eofire.com/mastermind. Don’t hesitate, sign up, and then get to that webcast early to get in the chats. I’m going to be there and we’re going to kick off with Dean when we get back from thanking our sponsor.
Dean say what’s up to Fire Nation and share something interesting about yourself that most people don’t know.
Dean: What’s up Fire Nation? Great question out of the gate – like literally it stumps because there’s so many things, but what came to my like immediate thought was that I used to work on cars, like paint cars during the day. I used to drive a tow truck at night and then like bulldozers and backhoes. Like, as blue collar as humanly possible, dirty every single day, and used to dream of not being dirty. And sometimes I actually miss it because it was – I loved the thought of just being in the zone of like driving a bulldozer. But yeah, I used to drive a bulldozer, a backhoe, a tow truck, and paint cars.
John: I love it and, Fire Nation I love that you’re getting this treat. I mean we have Tony Robbins and Dean back-to-back on these episodes. It’s a very special week here on Entrepreneurs on Fire because we’re giving a killer audio masterclass. I gave you some details in the intro I know, but this is all about impact and profit – two powerful words, Fire Nation, that I know you love, that I know you resonate with, and we’re going to be talking about why it’s the ultimate goal for us all and we have a lot to talk about today. And Dean, I hear you say this a lot, but I really want you to break it down for me, for my audience, for Fire Nation, what does self-education mean to you?
Dean: Really great question. You know, sometimes when you look back on life, right, you try to figure it – and listen new wave entrepreneurs, this is the most favorite group of people I could talk to in the entire world because entrepreneurs literally feel lonely.
I don’t know if it’s just me but when you go to – like I have children and if I go to a family function or a kid’s function and there’s parents and moms and dads I get in conversations I usually end up playing with the kids because I feel like such an outsider because I have different thoughts. I have different you know different processes. I have different desires I should say.
And then I get around entrepreneurs, and groups, and I high-level masterminds a minute and I feel like uh, I’m human, so John I love what you do. I love your group. They – like I love who you serve and again so it’s going to be easy for me to have this conversation.
But self-education to me, is not only one of the fastest and biggest growing industries in the world, but it’s something I wish someone would have made exposed or put a spotlight on years prior.
So, I’m going to go all the way back to high school. My guidance counselor, Maureen Canosa – God, I still remember her name. That was a long time ago. But when I went, I didn’t even take my SATs. And this doesn’t mean anybody has to go my route, but I wasn’t that smart in school. I had dyslexia. I struggled. I hated being there. I wanted out as soon as possible. By 11th grade I was getting done by 11:00 and going to work, right?
But Maureen Canosa sat me down and she said you decided against your SATs. Your grades aren’t good enough to get into school. I knew I didn’t have money to go. We didn’t have credit so I didn’t think my dad could even borrow money to go. So, she said hey listen, so you’re not going to go to school so you’re not going to take that route. You know, maybe it would be good to stay with your dad and work on cars or, you know, drive a tow truck or she said there’s a factory in town and they hire, and you could get a real, you know, steady job. And the top pay in that factory was probably $32.000.00 a year back then, right?
And I remember feeling like split down the middle, like completely screwed for the rest of my life. Like I’m going to be envious of others. I can’t believe this. I wish I was smarter. Maybe I should have gone to school. While simultaneously I’m like no screw that. I have more to give the world. I’m going to show you and show everybody who doubted me.
But there was no third option, at least in her eyes, and now I know what saved my life was self-education. It was learning through books, learning through webinars, learning through courses. I mean the first course, it’s so amazing, Tony’s my dearest friend. We’re going live her soon. But one of the first things I bought you know over 20 years ago was one of Tony Robbins’ courses. And it was the first time ever I’m like holy crap I’m normal. No, I’m above normal. These thoughts aren’t that I’m a dreamer, that I’m going above you know my education. No, it’s like my life is limitless.
And Tony had these things called Power Talk and I got introduced to John Wooden the famous coach and Deepak Chopra, and Wayne Dyer and business people and billionaires and I started geeking out on all of them and I started finding ways of getting in groups and getting mentors and I realized that third path in my – you know what I’m using the word is self-education. Like, I found people who are doing it. They’re doing it at a high level. I learned from and I just did what they already did, and I got massive – I got great results. So, that’s – I hope that I explained it good but that’s self-education to me.
John: I think you explained it incredibly well because, Fire Nation, this is the time today and this is kind of what I want to move into next, Dean, is because so many people are like oh man, John, I really wish I’d gone to podcasting back when you did in 2012. Like that was the time to do it. Or man, I really wish I started my Instagram page three or four years ago not like now. And it just always brings me back to this Chinese proverb, which is the best time to plant a tree, yes it was 20 years ago, because you’d have a tree right now and you’d be looking at it. But guess what? The second-best time is today. So, Dean, break it down for us brother. Why do you think now is the best time to join this movement?
Dean: When I look back over my career, I feel fortunate that my brands and my companies have broken a billion dollars in sales and all of that sounds great. And I failed miserably in between there, and I’ve had sleepless nights and like gut-wrenching stomach ache, probably close to an ulcer, while simultaneously I’ve reached a level of success I only dreamed about. So, I’ve been through every phase. So, no matter where you are listening, I know what it’s like to do my first sale. I know what it’s like to get to $100,000 a year, $100,000 a month, $100,000 a week, $100,000 a day. I’ve been at every level and failed in between so I know all those pieces.
But when I look back it wasn’t some magical money machine. It wasn’t the invention that I found. It wasn’t some special ad. It was because I was obsessed on self-education, but it really wasn’t that cool back then. Just in this short period of time I think we’re alive during this tipping point and here’s some facts.
Right now, the self-education business, kind of e-learning online is a $355 million a day industry – twice as much as it was just a few years ago. It’s predicted to double by 2021. So, think about it -- $355 million a day because people are realizing that the fastest way to learn might not be going back to college or getting your master’s degree or going to get a job and taking 30 years to figure it out when you can tap into people who already have the knowledge in their head. They just need to extract it and share it.
So, geeking out on this lately, Tony and I have truly gone deep and like college has gone up eight times while at the same time salary, starting salaries have not moved at all. So, eight-time college you know raise. Only 27 percent of people who – and it doesn’t matter what age you’re at, you know this if you went to college 20, 30 years ago, only 27 percent of the people who get a college degree get a job even remotely in that like industry. And, out of the 27 percent over 12 percent – over 52 percent hate the job they’re in. So, you’re talking about, you know, 15 – 13 percent of the people who go to college actually get a job that they like, and it’s predicted to double the cost of college over the next ten years.
So, I think people are getting disenchanted with college while simultaneously technology is moving so fast so what you learn year one is already obsolete by year three and I think why this is the greatest time, John, I know everybody says that – did I miss it? No, this is the tipping point. The world is realizing that the fastest way to the next level is just simply learning from somebody who has already done it. And that kind of goes upstream to realize that the cure for this is that everybody listening has a skill, an expertise, or a knowledge you took years to figure out and there’s somebody out there right now willing to pay you for that knowledge if you can extract it and share it.
And that’s how, especially Tony and I at this phase. I’m 50 this year. Tony’s going to be 59 this year coming up and we’re at this phase where it’s like how do we make massive impact and legacy? It’s like help people realize that if you die with knowledge in your head it’s like a hard drive where you acquire knowledge for 30, 40, 50 years and then you throw the hard drive out that’s worth millions. Like, if you die with knowledge in your head it’s a disservice to the world.
So, how do we help people unlock that knowledge and share it for a profit and that’s kind of been our passion for the last year is like let’s help the world do that.
John: Getting a little bit of goosebumps over here, Fire Nation, and that’s saying a lot the fact that I am in Puerto Rico and it’s like 87 degrees right now, but I mean this is what Dean does. This is what Tony does. This is why you need to surround yourself with these awesome people.
And Dean, I actually want to jump back for a second because when you said John Wooden, I was like oh my God, I literally love that guy. I mean his book is amazing. Everything he’s done is amazing. I want to pull out my favorite John Wooden quote because I just think this is so powerful. And I think it’s actually fairly relevant to what we’re talking about today.
“Success is never final. Failure is never fatal. It’s courage that counts.” And Fire Nation, when you look at that quote. When you understand what he’s saying there he’s like listen you’re going to win at some point if you take action but guess what? Just because you win doesn’t mean you’ve won because that’s not final. And guess what, when you lose and when you struggle and you have losses and challenges, that failure it’s never, never fatal. It’s the courage that counts.
And that’s what I want from you, Fire Nation. That’s what Dean and Tony and other people want is the courage to step into your space and to teach what you know and to share your passion, your message, your mission, your voice with the world. And that’s where I want to lead to next, Dean is a lot of people that are listening to this right now they honestly want what we’re talking about. They want to take that step, but they don’t know where to begin when it comes to teaching others. What would you say to these people?
Dean: Great question. So, here’s the thing. I have a live event company with a partner that we’ve done over a half a billion dollars in sales together, right? And I don’t say that to brag, I say it because if you ask him if he’s sitting with his friends what do you do? I impact people’s lives through live events, and we built this – one of the biggest in the world. If you ask me, I helped build this company. We impact people’s lives. We’re one of the biggest in the world.
But we couldn’t be further from different people. It’s why we work well as a team. I am the visionary, if you ever read Traction or Rocket Fuel, I am the visionary. I come up with the ideas. I obsess on marketing and I obsess on education. I suck at day-to-day. I suck at standing operating procedures. I suck at looking at KPIs. Send me an email, an Excel spreadsheet I can’t even look at it. It gives me anxiety.
My partner, Brandon, same company, same impact on the world, same revenue he couldn’t sell on camera if his life depended on it. He’s never done a podcast. He’s never created an education piece in his entire life, but that guy runs 500 employees like I’ve never seen. He has meetings with spreadsheets five miles long. He obsesses on KPIs. He obsesses on standing operating procedures, right?
So, what we need to do is just identify what we’re good at. If you’re coming to one of my masterminds, you’re going to learn marketing, sales, and impact. If you’re going to go to an event or a mastermind or something my partner would create, you’re going to learn KPIs, processes, and systems. So, the thing that really takes away the like what am I going to teach is just figure out what are you good at that cuts you a big check,
Here’s a couple things that I want to share that kind of opens this up for everybody. So, you might be listening right now and go I don’t know if I’m an expert yet at that. So, if you’re an expert or you have a skill like you should feel ethically obligated to extract it, create a process, share it, and get paid for it. You’re allowing people to go faster. It’s the same thing Tony and I have done for a combined 64 years, right?
But, there’s a second part and that’s what Tony was really good at as being the reporter of other people. So, John, for example if I said hey, I’m going to show you. I’m doing a training on how you can have the number one podcast in the world.
Dean: But I don’t have the number one podcast. In fact, I barely put any attention into my podcast. Who would pay me? Nobody would say yes. But, as the reporter like Tony did with Money Master the Game, he’s got the number one finance book in the world and he’s not a finance guy. What if I said, well I went around, and I interviewed John Lee and the top 20 podcasters in the world, and I found their seven top secrets to a number one podcast. Would you pay me then?
John: I’m in.
Dean: You’re in, right? So, think about that. So, there’s the person who has the skill and the knowledge. Extract it, share it. If you don’t, be the reporter of wisdom. Tony went and interviewed you know Ray Dalia and Warren Buffett and all the top people. He combined their knowledge and wrote one of the best finance books in the world and has trainings on that, right?
So, there’s either you are the knowledge, extract it, share it, be the reporter of other people’s knowledge, share it, and make an impact and make profits, or the third part is what Tony did for the first seven years of his career, he partnered with experts. He put on events. He put on training. He put people in the room and then he had all these different experts come in and share and they shared the profit.
So, it’s like how do we impact the world? How do we make self-education the new norm? We get everybody passionate about sharing knowledge, tap into a $350 million a day industry and all of a sudden, we fixed this education problem and we make the world realize that you know self-education is the way to go. I mean you brought up John Wooden.
Do you know how much that guy like – and I love that quote – just John Wooden, do you know how much he impacted my future? How much Wayne Dyer impacted my future? How much Tony Robbins impacted my future? I wrote in a journal 25 years ago I hope I can shake his hand and just tell him thank you. Like these guys are the ones that transformed my life and I want more people to be aware of it and not be like ah, you listen to podcasts and read books. No, I need to do it this way. No, that’s just an old standard. It’s an outdated scorecard.
John: Fire Nation, there’s so much here I want to kind of go over but first, Dean I’m not even sure if you know this but I went to law school. I dropped out after one semester. It just wasn’t for me. Best decision of my life. But there’s one thing, Dean that I definitely remember from law school that I really take with me and that is a subject matter expert in a court of law the definition for that individual is that person knows more than other people in the room. That’s it.
John: If that person knows more than other people in the room, in a court of law they are a subject matter expert. Period. End of story. So, Fire Nation, if you know more than other people in the room that you’re in you’re a subject matter expert on that topic and so again I want to go through those things that Dean talked about because they were huge.
Dean: I love that.
John: If you’re the expert, Fire Nation, extract your knowledge and believe me there’s things that you have skills at, that you have expertise in over the years. And something that I love to do, Dean, that a lot of people don’t even realize that they are expert or skilled in is go to your family, your friends, your loved ones and say hey, mom, dad, you know friend, but whoever it might be, if somebody was to ask you what is John good at? What is Dean good at? How would you answer them? What would you say? Because sometimes people look at you having certain skills and expertise that you didn’t even acknowledge in yourself because you didn’t even think about it that way --
John: -- and you could get some unbelievable information that way and then extract that knowledge. Or, as you said Dean, which I loved, be the reporter, Fire Nation. Combine the knowledge of the experts that are out there. Go around and combine the knowledge of experts that are out there if they haven’t done it themselves. You do it. You be that combiner. And then also partner with experts. Partner with experts, Fire Nation. Find experts that are out there that want to partner with each other or with you and with all of the people combined, boom, that can be a great way that you can create that teaching moment. And if you think Dean has been dropping value bombs you just wait until we get back, Fire Nation from thanking our sponsor.
John: So, Dean we’re back and man my hair is on fire, my toes are on fire. It is absolute value bombs that are being dropped right here and we’ve been going through a lot of awesome stuff. But what I want to talk about now is if we’ve bought into everything that you’ve said so far, which I know we have, what’s the next step? And that next step is delivering this knowledge. How would you with all of your experience and everything you’ve done in different industries, niches, and verticals, how would my audience, Fire Nation, entrepreneurs in general deliver this expert knowledge?
Dean: Such a good question. So, a couple things. In this $355 million a day industry, the self-education industry, the knowledge industry, there is a couple brackets. There are home study courses. You see home study courses everywhere. I’ve been creating home study courses for 20 years. Tony’s been 40 years, or 38 years he’s been creating them, right? And we know the value of those. And I love them. Home study courses are a game changer. I just read an incredible book called Leveraged Learning. Loved the book, right? It talks about that’s the new way.
But sometimes when it’s a course building a course is great and I suggest that to everybody but it’s a process and you kind of you need a team around you. And if you have a team, that’s great. You build a course. And that’s one way to get knowledge out there.
A second way is to write a book. Write a book about knowledge. Great way just need a marketing plan and make sure you get it out there to the world.
But the other category is what Tony and I have been doing and that’s sharing through workshops or small live events or groups or masterminds. And that way the reason we love that is because you don’t have to create a course. You don’t have to have a big team. You can have the impact of being face-to-face. So, they say that people with courses about 10 to 12 percent of people finish a course and then take action.
When you’re live, whether in person – I’m talking about in person or virtual, just like you and I are right now. It could be a Zoom call, right? But when you’re face-to-face or live with someone it’s more like 85 percent of people take action because it’s right in their face. They can’t leave. They’re not looking at their cell phone at the same time.
So, what Tony and I are suggesting is if you’re the skill person, the expert or you’re the reporter or you’re going to partner with someone who’s the expert then share that knowledge through workshops, through group training, through online training, through masterminds, through small live events, and what we found is that’s the part where people, once they have the confidence of knowing what they’re good at, then they can attract the people that want that exact knowledge and it makes, you know, it compounds that impact. So, that’s – that’s the 30,000-foot view.
And here’s what we’ve done. Tony and I geeked out. We ran – we put an ad up – not an ad, a video and we sent it in a couple Facebook groups of people that are entrepreneurs and we said are you doing workshops, group trainings, online, in person, masterminds and you can’t believe what we’re getting back. Like it makes us so happy.
We have a woman who was a divorcee who’s teaching men how to be more confident. Like that’s her workshop. Men come in that aren’t getting dates. She doesn’t teach them how to hook up with women. She’s teaching them how to have more confidence and they’re finding love in their life.
We have a young barber teaching young barber kids doing group trainings on the weekends doing $10,000 a month extra teaching how to do like fancy barber cuts with like the line in your hair and things like that. A woman doing photography lessons.
And then we have high-level masterminds and groups. Tony’s got a $100,000 a year group. So do I. And we just found this variety of people doing – all over the world and we’re literally compiling this data to show people that every one of them are like wow, I was a good fitness trainer. I was getting paid you know $70 a fitness thing, you know, an hour to go train people all over the Valley and I was hustling and then I realized if I lumped people together, I could make more of an impact and my revenue went up by ten.
So, we’re getting all of these crazy, awesome stats and data from people and realizing that we’re not the ones that created this but it’s becoming the new norm. People are accepting it. People are proud to say they’re a part of a group. Proud to say they’re part of a mastermind. And Tony and I just geeked out and took our 60 plus years of combined knowledge and said how do we create a gold standard process to help the world do this so they’re not guessing and that’s truly been our last you know 12-month passion?
John: Man, that barber example, Dean, that just kind of blows my mind because it makes me think of scale. I mean, Fire Nation you’ve got to cut a lot of hair to make $10,000 in a month. In fact, my Puerto Rico barber down here he charges me $12.00 for a haircut and so I was just thinking I was like how many haircuts would it take to actually have him make $10,000 in a month?
John: Dean, real quick, what do you got? I’m not going to put you on the spot – 833 haircuts. You’d have to cut somebody’s hair 833 times or do –
John: -- 833 different haircuts to make $10,000. Guess what? That’s not super scalable but what is is taking this unbelieve opportunity called the leverage of the internet and showing people how to do these unbelievable barber cuts and this and that and all these different things and now, in Dean’s example, that barber’s making $10,000 and it’s not by doing 833 haircuts. It’s by doing one haircut better than anybody can do and having his entire following say I’m willing to invest to learn how to do that.
So, Fire Nation let’s go through these things --home study courses, write a book. But as Dean wisely said make sure you don’t just write a book – have a marketing plan in place because that book’s not going anywhere without a marketing plan. Workshops, live events, masterminds – all great stuff.
So, Dean let’s keep this moving. I’m going to be honest with you. My audience isn’t afraid to say show me the dolla, dolla bills ya’ll. So, I want to talk specifics. How specifically can we profit from all this work we’re going to put in here?
Dean: I get to do live events from 1,000 to 15,000 people and I’ll ask everybody right now, Fire Nation, if you were in a room with me there’s 1,000, 5,000 people and I said who in here wants to start your own business or scale the business you have? Seventy percent of the people – 80 percent of the people raised their hand. No matter where you are because some people like being where they’re at. Who wants to make more money? Most people do it.
But one thing that I’ve always said gets the most hand raises. Who would like to make more money to have freedom or control of their time, right? Hands down most people raised their hand. But the number one thing is I say who would like to make impact, positive impact on the world and leave a legacy? It’s always 100 percent of the room.
So, I’ll ask you guys. How would you like to make impact, leave a legacy, and make additional money that’s scalable and exponential? And I don’t know anything else other than like the girl who does photography workshops, right? Like she could take a gazillion pictures, do a million weddings, or she could make an impact because she’s so damn good she could bring 40 people a month, put them in a room, teach them to be the best of the best, she gets paid great money, she made an impact on them, but it’s leveraged impact because now those 40 people each month go out and get better. They make more money. They hire someone to clean their house. They go to dinner more.
They – like it’s so transferable that for me it’s like I’m so frickin’ blessed. Tony and I were laughing. We were just together filming over the weekend and I said if it wasn’t for self-education, Tony you and I might have met but it might have been when you were in upstate New York and you went through a McDonalds and I asked you if you’d like to supersize that and he laughed so hard we had to like stop filming we were laughing so hard, right? And I don’t mean that disrespectfully about working at McDonalds, but Maureen Canosa said, you know my guidance counselor is like this or factory working, right?
So, I think how you make the money is extracting your knowledge and figuring out what you’re uniquely good at. Not just the broad thing I’m a haircutter. No, I’m good with design and I’m not the guy who’s great at running a business, I’m the artist. Or no, I am great at running a business and creating processes and systems.
When you identify, like you said ask friends and family, when you identify what you’re good at or you identify a niche where you want to be an expert and you dive in and find the people that are good, or you partner with someone who’s already an expert you get to make impact on the world. You get to leave a legacy and it’s exponential income because people are paying you for your knowledge not a product on the shelf. It’s not Shopify or buying inventory. It’s knowledge and the truth is just ten years ago, John it was a lot harder fight to get people to say I want to pay for knowledge. The world knows that self-education is here. The tipping point has come, and we just want to give people a gold standard to do this right, do it big, and you know continue the momentum.
John: Okay, so let’s say Fire Nation’s done the work.
John: Let’s just say they’ve done the work and they figured out what they want to teach. They figured out how they’re going to deliver it and all of that jazz. Where do they find the people that are actually going to want to consume that content?
Dean: That’s a great, great, great question. Tony’s a force of nature and the reason I talk about him so much is because the guy changed my life. I feel blessed we’re friends. But he’s a force of nature.
But what I’ve geeked out on for nearly 20 years is marketing. Marketing has been my life. I know I have a great message but listen, 95 percent of all books in Barnes & Noble sell under 1,000 copies. How many of those books people pain staked for two years. Their life is in there. They’re incredible books but they don’t know how to market them, right?
My newest book Millionaire Success Habits we just passed 500,000 copies. It’s on its way to 1,000,000 because I know how to market and get in front of people and get them to take action. The best definition of marketing is attract those you want and repel those you don’t. When you figure out who you are, we want to go after people that want exactly who you are, right?
So, what I have done is I took my last 20 plus years of marketing. I took the best of the best and I want to share with people how to create that marketing. How to model exactly what we do so you’re just plucking out the people that you want. I mean, the best way to look at it is when I first started 21 years ago, I did infomercials. And when I did infomercials, I had to cast a big, wide net. I hoped that someone walked by a TV that happened to like what I was sharing.
But in today’s world it’s changed. With social media we can go onto Facebook and we can target literally like pregnant moms who make $100,000 who like peanut butter and jelly.
Dean: Like, we could target that exact person. Simultaneously there’s a lot of people listening right now that either have a following but they’re not sure how to impact, monetize, and help the world or they know somebody with a following that doesn’t know how to impact and monetize it, right? So, we can tap into existing audiences in a moment and extract revenue while we help their lives, or we can target the exact person who need what we’re offering in a way that we were never able to do before.
When I used to launch an infomercial, John, I was a quarter of a million dollars in when I hit go to see if it would work.
Dean: Now with Facebook ads people don’t even realize that for like $9.00 and $10.00 ad you could see if you got a winner, right? So, the world has changed. That’s why this is such a great time.
John: Fire Nation, today is an amazing day to be alive so stop hesitating and guess what? Dean, Tony – they’ve got something pretty cool they’ve been cooking up and I want to make sure that you are there, Fire Nation. So, Dean, let’s kind of break this down. What do you have coming up? Let’s talk about it.
Dean: Yep. We’re doing a really special webcast training to show the world. I mean today you got a little glimpse of it. It’s Tony and I going to be there rocking the house and sharing exactly why every entrepreneur in the world who wants to make an impact, who wants to make more money needs to understand about this $355 million a day industry that’s going to $700 million a day in the next two to three years.
It’s one of those things. It’s like your Chinese proverb. It’s like this is one of those times where you come watch Tony and I and you get engaged and you start doing this now or two years from now you look back and go God darn it, why didn’t I listen to John and Dean, right? I mean that’s just plant the tree now or plant it in three years from now.
So, we just decided again being so passionate about this we’re setting a date. We’re going live. You can get the information – I know you have a special URL, John, for everybody. You can register and come save a spot.
Now, here’s the thing. We’re doing this special webcast. Tony’s flying into my studio. We’ve got an awesome event set up. It’s going to be anywhere from 90 minutes but with Tony it could go two and a half hours, but every moment will be value and we’re going to share this entire process and how you can gain the capabilities to go out and do this. If you liked what we talked about today, you’ve got to come watch Tony and I and the only thing you have to do is register. It doesn’t cost anything to attend.
And the last thing I’d say is show up a little early because I think there’s going to be so many people on that we’re only allowing a small number of people into the live chat and we’re going to do Q&A at the end and only the people in the Q&A can chat with Tony and I. So, I think it’s going to be something really, really special.
John: Fire Nation, get there early. Register. It’s free. Be part of the chat. I want to have you shouting out Fire Nation and that you heard Dean and Tony on Entrepreneurs on Fire and that’s why you’re there. Like let’s represent. Let’s do this. And it’s very simple for you, Fire Nation. Head over to eofire.com/mastermind. Eofire.com/mastermind. Register. This is a completely free event. Get there early so you can get in the chat. You can ask Tony a question. You can ask Dean a question. You can interact with these unbelievable entrepreneurs and human beings.
Make it happen, Fire Nation. There’s no reason why you wouldn’t. Register. Get over there. Eofire.com/mastermind. Because, Fire Nation, you know this, I know this, Dean knows this – you’re the average of the five people you spend the most time with and you have been hanging out with DG and JLD today so keep up the heat.
And Dean, I want to thank you, brother, for sharing your truth, your knowledge, your value bombs with Fire Nation today. For that we salute you and we’ll catch you on the flip side.
Dean: See you guys.
1) Free Podcast Course: Learn from JLD how to create and launch your podcast!
2) Your Big Idea: Follow JLD’s FREE training & you’ll discover Your Big Idea in less than an hour!
3) Funnel On Fire: Learn how to create a funnel that converts!