Episode 276

Why Your Marketing Should Be Different with Mike Michalowicz

November 23, 2021

If marketing is a struggle in your business, it might be time for you to approach it differently. In this episode of Being Boss, Emily interviews guest Mike Michalowicz, an entrepreneurial strategist and author of the new book, Get Different: Marketing That Can’t Be Ignored. They discuss why marketing is important to a business, how to stand out in a sea of competitors, and why your marketing should be different from common norms. You’ll learn the three key elements in Mike’s new book, and how to start positioning yourself as the expert in your creative business.

Learn More about the Topics Discussed in this Episode
This Episode Brought to You By:
"The key to successful marketing is to do what the customer or prospect hasn’t experienced yet."
- Mike Michalowicz

Discussed in this Episode

  • The problem with using standard marketing practices today
  • Failures and successes that inspired Mike’s new book, Get Different
  • How reticular formation works in the brain and how it applies to marketing
  • What the Get Different framework is and how it helps creative entrepreneurs
  • The three key elements of the Get Different marketing approach
  • An exercise to practice if you want to discover what makes you different and how to market it
  • Community results and further resources for applying these different methods

Resources

More from Mike Michalowicz

More from Emily

Almanac Supply Co.

Transcript

[00:00:00] Corey Winter: Hey there bosses! Corey from the Being Boss team here. I'm popping into let you know about a new way for you to stay up to date in the world as a creative entrepreneur. Brewed. Brewed is a weekly email curated by the Being Boss team just for you. We share articles, podcasts, and resources from around the internet on the topics of mindset, money and productivity to help you show up and do the work in your business.

[00:00:24] Learn more and sign up for free at beingboss.club/brewed. That's beingboss.club/B R E W E D 

[00:00:37] Emily Thompson: Welcome to Being Boss podcast for creatives, business owners and entrepreneurs who want to take control over their work and live life on their own terms. I'm your host, Emily Thompson. And today I'm joined by Mike Michalowicz, author of Profit First and Fix This Next to come and share more about his most recent book

[00:00:56] Get Different on how and why you need to be thinking outside of the box when it comes to marketing your business. As always you can find all the tools, books, and links we referenced on the show notes at www.beingboss.club. And if you like this episode, be sure to subscribe to this show and share us with a friend.

[00:01:18] Sometimes seeing someone else's path to success helps us clearly map out our own. It's why we all like a business podcast. Right? Well, I'm here to share a show for you to check out the Female Startup Club podcast, an amazing resource that shares insights and learnings from the world's most successful female founders, entrepreneurs, and women in business.

[00:01:39] And a recent episode, I loved hearing about how Michelle Grant, the founder of Lively, the lingerie and swimwear brand built and sold her company for $105 million in just three years, total boss move. So if you're looking for a new pod to inspire your next steps, listen to the female startup club podcast, wherever you get your podcasts.

[00:02:07] Confident that he had the formula to success, today's guest, it became a small business angel investor and proceeded to lose his entire fortune. Then he started all over again, driven to find better ways to grow healthy, strong companies. Mike Michalowicz has since devoted his life to the research and delivery of innovative, impactful entrepreneurial strategies.

[00:02:30] Mike is the creator of Profit First, which is used by hundreds of thousands of companies across the globe to drive profit. He is the creator of Clockwork, a powerful method to make any business run on automatic and his 2020 release. Fix This Next Mike details. The strategy businesses can use to determine what to do in what order to ensure healthy, fast, permanent growth, and avoid debilitating distractions.

[00:02:55] His latest book, Get Different released in September of 2021, will give you the tools to stand out in any market. 

[00:03:03] Mike, welcome back to Being Boss. 

[00:03:05] Mike Michalowicz: It's good to see you again, Emily. Thanks for having me. 

[00:03:08] Emily Thompson: I was so excited for this chat. This has been on my calendar for a couple of weeks. Highlight one of those things I get to look forward to.

[00:03:15] Well, and we were just talking about Thanksgiving turkeys. So 

[00:03:21] Mike Michalowicz: Turkey so badly right now. 

[00:03:25] Emily Thompson: I'll stop talking about it because we're actually here today to talk about what you've been up to. I do want to do a little bit of a recap for our listeners. It has been four years since you were on the Being Boss podcast for the first time.

[00:03:39] It was episode number 126, if anyone wants to go back and listen to it. What's really funny. And it came up in our community is that you were clean shaven. 

[00:03:51] Mike Michalowicz: Right. Now I'm homeless, right? Or a civil war general. 

[00:03:57] Emily Thompson: One or the other. So, it's super funny. We, we were talking about the community and everyone was very entertained by your like clean-shaven almost baby face.

[00:04:08] You came on to talk about Profit First way back then, which has, I will tell you become a little bit of a Bible and the Being Boss community, we call yourself, or we call ourselves your unofficial fan club. Profit First comes up all the time. As many, especially new boss comes into the community and brings up anything around money.

[00:04:27] Everyone goes, stop talking, go buy Profit First period. 

[00:04:33] Mike Michalowicz: They start off by saying, stop talking. They insult the person first and then tell them what to do. 

[00:04:39] Emily Thompson: Or just like here's the solution to all your problems. 

[00:04:41] Mike Michalowicz: Yeah. How'd that pie hole clamped down because honestly with the, I love it.

[00:04:47] I would be really not receptive to the next words. Here's the deal. Shut it, and here's what you gonna do.

[00:04:56] Emily Thompson: You can tell us whatever your problems are, but it doesn't matter because the solution is go read Profit First. We also had a boss on the, on the podcast recently, Amy Koretsky and 2 71. If anyone wants to go back who accredited Profit First with helping her not only survive, but thrive through the pandemic.

[00:05:17] Right. So if I can just inflate your ego a little bit there to get us started. 

[00:05:23] Mike Michalowicz: My beard just got bigger. I don't know if you saw kind of fluff out a little bit there, but that one happens. 

[00:05:29] Emily Thompson: I love it. So it's been a long time though. Profit First is not the only book that you have written. What have you been up to since you came and chatted with us way back when?

[00:05:37] Mike Michalowicz: So since I released subsequent books. I can't really remember the sequence, but my most recent three are fixed this next. I wrote that book specifically because many business owners did not know what to fix next. And our business we're in is constant trap of just putting out fires. How do we have that fire, you know, fire mode and move toward what the business needs.

[00:06:03] I wrote Get Different, Get Different is around marketing. I believe particularly creatives like the work you do is significant. It is better than the alternatives that are out there. You care more, you're more engaged. There's components may not all capacities. You're better than the alternatives, but you're better.

[00:06:22] And you are responsibly to market accordingly. That's why I wrote. And then just, from this recording date, just two days, got released my Money Bunnies, my first children's book, I have a copy of this sitting here on my desk, by just release this a couple of days ago. And, we'll see. We'll see. But the response to this response has been just wonderful, wonderful feedback.

[00:06:44] Emily Thompson: Amazing. So just doing the author. 

[00:06:48] Mike Michalowicz: That's all I do trust and author. 

[00:06:52] Emily Thompson: I love it. Right. And I don't think you, maybe you did mention, but Clockwork is another one that Clockwork, right? That's an important one as well. We actually had you come speak at the Being Boss conference in early 2020 on Clockwork. If anyone does want to listen to the replay.

[00:07:08] So great. It's in the Being Boss clubhouse. And I personally also loved Fix This Next. So anyone who's looking for the next book to go read too. I also became a Fix This Next advisor. I don't like tell people that often, but inter well, it just internally some of the masterminding that I do, I use it as a tool in that space and love it.

[00:07:32] We use it consistently. We're always talking about, you know, our own. All the things, so huge fan of what you're doing Mike. You're accomplishing you mission. 

[00:07:44] Mike Michalowicz: Thank you and thank you for spreading the word and I hope it serves as a compliment to the great work you're doing. 

[00:07:52] Emily Thompson: Oh, for sure. For sure. I do want to dive into Get Different, which is what we're here to talk about today.

[00:07:58] The book that you recently released, it is your marketing book, but I do have to ask why a marketing book and what makes this one different. 

[00:08:10] Mike Michalowicz: I see how you use words there like that. So this is started. I think it was at seven, maybe eight years ago as I was on stage at a conference. And I asked the group who hears better than the competition.

[00:08:22] I was just curious how people gauge that. And it was a a hundred percent of the hands going up saying I'm better than the competition. So I started to query people and say, well, in what way, faster response. Just the owner was integrated in the process. This cared more and they, they arguably were better than the competition.

[00:08:40] I certainly had been asking groups and consistently 80 to 90% of any audience of small business owners feels and their unequivocally are better than the competition. And I said, well, if you are better than the alternative, Don't customers need to know about you. And I'm not saying like strong arm or manipulate customer into buying from you.

[00:09:01] I'm just saying they need to be, you need to be brought to an awareness where the client or prospect can choose alternatives and knows what's available. And I said, yeah. And I said, well, how come we're not doing it? And it's because we're not marketing effectively. We, if we market it at all, where we're using the best practices of the industry, which is the worst thing to do, because we're replicating the industry, which makes it white noise.

[00:09:26] In other cases, we're relying on our customers referrals like, oh, I get 80% of my leads from referrals. A hundred percent. I used to pound my chest about that one, myself, a hundred percent of my referrals come from customers, but that means we're at the whim of our customers to market us. Plus it means our customers believe in us so much that they're taking on the marketing effort themselves, reach out to their trusted confidence and friends and saying, trust me, you have to work at this company.

[00:09:48] That is a great acknowledgement of our service, but gosh, that is also a they're begging, you're pleading us through their actions to market ourselves. After I saw that trend, I was like, I got to write a book on this and study and I needed to know it for myself. So I spent the next five, six years researching, implementing, and testing and experimenting with what makes marketing success.

[00:10:11] Emily Thompson: I love it. One of the things that we, that I've found through years of surveying bosses and creative business owners in our space is that two big problems. One, time management. What do I do next? Which you also have one for that, but also, how, and when should I be spending time on any of the many things on the to-do list of a small business owner and two,

[00:10:39] it's marketing, it's getting more customers and clients. And the thing that I do see most often is they'll go buy a blueprint, right. Or someone's course on here's how I did it. Or listen to the podcast that tell you all of the social media marketing secrets. Right. And they go do the thing and they are so underwhelmed and frustrated by the lack of results.

[00:11:03] Right. That they become disheartened. Yeah. So much. 

[00:11:08] Mike Michalowicz: You know, these experience, the idea of Get Different is to use marketing experiments, not marketing plans. And yet most people invest in the marketing plan. The concept of plan is commitment. You know, I plan to visit all 50 states, during my lifetime.

[00:11:22] Okay. That's a commitment to do it. And then we start kind of trudging through it. But the question is, well, how are you do this in a way that gives us joy or is most efficient? Like what's, what's the elements behind that. And you got to consider these small elements before you roll it out into. And Get Different,

[00:11:38] I teach marketing experiments and the idea behind the experiment is it's going to be trial and error. We don't know what's going to work with a find what works. If we do a marketing plan, we are replicating the general rule, what someone else has prepared for us. And it never really won't work as effectively because it's already out there in circulation and prospects are already seeing it.

[00:12:00] And they've just made a decision around if they want that or not was usually isn't enough. I'll give you an example. The most common thing I see replicated in recent times is, Hey friend, email. I remember the first one I got, I don't know if it was like five or six years ago or whatever, but I remember the very first one, I got an Emily when I got, I was like, oh my God, I have a friend who's so friendly that they only have use my first name and email, who is this friend?

[00:12:27] And I went through it and I'm like, oh, this isn't a friend. This is smarmy. And then this part of my brain is called the reticular formation for all of us registers things that are irrelevant. And it says, Hey friend, irrelevant. The second, Hey friend, I got, I barely paid any attention to it. I looked at it and I was like, is this oh, smarmy marketing by that one?

[00:12:45] I constituted my mind, never to re friend again, I may have received hundreds, perhaps thousands of that marketing plan and strategy technique, and spammed or deleted every single one because it's already been registered. When, when an established, successful marketing approach is out there and others replicated it, actually admonishes its effectiveness.

[00:13:06] It destroys it because the consumer has become habituated to it, meaning they found a way to ignore it. So the key to successful marketing is to do what the customer or prospect hasn't experienced yet. Now there's one, couple of ways to get there. One really easy way is actually look outside your industry.

[00:13:23] If someone someone's successfully marketing in a certain way outside. You can replicate that if your prospects are the first experience, that because there'll be different when something different hits our brain or take a formation. And it's like, I've never seen this before. It actually lightens up the whole brain.

[00:13:38] It opens up our brain. It guarantees attention because our brain then says, this is an opportunity for me. Is this a threat? Or can I categorize this as ignorable in the future? But we have to evaluate. If you, if you've ever been walking down the street and you do that, why, why a double-take that's the reticular formation saying something unexpected presenting itself evaluate.

[00:13:58] So you have to do different marketing and it will get our garner attention. Here's the other thing what's interesting is most people are so afraid of doing different. They never do it. I call it the devil and angel. There's an angel on one shoulder saying, you're bearing the competition market accordingly. Marketing is the ultimate act of kindness.

[00:14:17] You must be noticed. Then on this side, the dabbles like, you're you're going to interfere with people's lives. You're going to be bothersome. In fact, they may laugh at you, make fun of you. Don't be noticeable. So there's an angel saying the only way to get noticed is by being out there and the devil saying, don't be noticeable.

[00:14:36] We want to be noticed without being noticeable. We want to stand out without standing out. We have to overcome that devil and step into what I believe is the truth. Marketing is the ultimate act of kindness. If you're buried in the competition. Find a different way to do it so that you do get noticed.

[00:14:55] Emily Thompson: You might've heard me talk about CRM platforms in the past and wondered what the heck is she talking about? Well, a CRM platform takes any customer interaction like a cell from your website or clicking on your weekly newsletter and transforms that data into valuable insights. Insights like when do my customer shop and do my emails, or really get open more on a Monday.

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[00:15:36] See how your quarter is going. Inspect new deals and use customizable data-driven reports to improve team performance as you grow. With custom behavioral events, you can get into the details of what makes your customers tick. Track site behavior, and understand your customer's buying habits all within the platform.

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[00:16:58] I sort of feel, I am. I'm hearing another devil too, that I, as you're saying these things, I can imagine some bosses looking at me and going, but it's easier to just buy a blueprint and plug in my Instagram, like formula and my no set sort of calendar of email marketing and do that. So to someone who's thinking

[00:17:20] doing different is more difficult. It's easier to follow the blueprint or the same old thing you've already tried or whatever it may be. What do you say to that? 

[00:17:30] Mike Michalowicz: Yeah, so, it, it's costly to take another idea, and it's really costly when it doesn't work. So with ease and cost, right. That, you know, it's easy to spend a lot of money.

[00:17:41] The other thing is we can reduce our different to these small. Kind of tidbits or tastes. We may get so small that it's doable. I, what some people get confused about when I hear different, like, oh, you mean I gotta be outrageous, like dress like bozo the clown with my Walker, Walker horn going around town.

[00:17:59] No, no, no, no. Actually that will even work against you because the different model, when we differentiate, we also must be attracted. So it has to speak to the audience, but we can reduce it to small little tests. The starting point is, look, what gets your attention? If something is getting your attention, and I'm not saying intentionally go out of your way and say, oh, I noticed this.

[00:18:20] I noticed that just as you go through life, when something triggers you and you're like, oh, what was that? Make a note of it because that's past the reticular formation. The reticular formation ignores 99.9999% of the stimuli. The reason it does that is our survival needs that if we paid attention to everything, This is kind of weird.

[00:18:39] I have a hand here, but I'm not looking at this little mini hand. 

[00:18:45] Emily Thompson: It's like a hand on a stick. 

[00:18:48] Mike Michalowicz: On stick can put a finger. It's so ridiculous. You can do such crazy things with it. Watch what's the creepiness factor here. So here, if you, if you're watching the video, if I position right there, it goes, it looks like there's a little mini arm now clapping my book.

[00:19:04] I'm not paying much attention. Now I am, I wasn't paying much attention to this. If I could spend hours looking at this, like what's the materials made out of why is it, you know, why they make it bendable? I can spend hours on it, but it would actually compromise my survivability because I would forget to eat and so forth.

[00:19:20] So our mind is blocking out most. Only pays attention when something is an opportunity, a threat or is unexpected. So if we do something different, if it gets your attention, you're passing that first major test. Then our question is how can we deploy that in your business? If it's, if it got into your brain, it's can get into your prospect's brain.

[00:19:39] If you deploy it in your own business, I'll give you one quick example. In our, I'm in New Jersey main street, in our town called Boudin. And there's three fitness studios all back to back right next to each other. Actually, two of 'em even share a common wall. They compete with each other and all of them use the common noise, the best practice show before and after schlubby person turns into ripped person, schlub, rich lover.

[00:20:04] And what you see will appeal is walk by and you don't look in the windows. I don't, it's like, oh my God, all your clients. I went to these gyms and said, Hey, I got a way for you to be different. And none of them took me up on it, devil on the shoulder too risky. Ultimately, a gym in Salt Lake City did this. I noticed in a different industry, carnivals, I was at a carnival thing with my kids and I saw that everyone was at the Funhouse taking pictures of themselves, selfies with those weird mirrors there that make you look like ET and stuff.

[00:20:33] And I was like, let's just get two mirrors. And then what we did this gym is the first mirror we put immediately, it kind of squat and flat. We put the word before on it. The other mirror media call lean, we put after on it. And so now people are walking by this gym and what you see, you see yourself in the mirror and it's fun.

[00:20:52] Carnivals to look at yourself and people are outside taking pictures like, oh, here's me before. Look at me. There was a sign next to it says we just transformed you in a mirror. Let's transform you in life, walk inside and the foot traffic skyrocketed at this place. That's a way to get different. 

[00:21:09] Emily Thompson: Oh, I love that simple, effective, and not hard. 

[00:21:16] Mike Michalowicz: Not hard.

[00:21:17] Yes. Small step. It was this small test. You can get these things on the web for like nothing. They set them up and start testing out. Now here's the thing. It doesn't guarantee success, but we started to deploy it and we found out works. The idea about experiments is we just gotta get out there and testing, and some of them will fail, but honestly, even a failure is still a success.

[00:21:37] And that starts building the muscle. You realize, now, people don't laugh at you. The local news, by the way, came to Jim and said, Hey, we want to feature you on the news. They're not going to before and after climate pictures saying, I'm going to put this in the news because it's common. 

[00:21:51] Emily Thompson: Yeah. Okay. Then let's talk about getting different.

[00:21:55] There is a framework. What does it mean for something to be data proof? [00:22:00] 

[00:22:00] Mike Michalowicz: Nice. So, first of all, it sounds creepy that you said that this data group, but, it is a new way to remember the three key elements of effective markets. The first D in DAD stands for differentiate. We already talked about that in, in a lot of detail here.

[00:22:18] If you do a common approach, it is considered white noise. It actually turns invisible to the prospect. You must do something that's distinct because then it gets noticed. So do different. Then A in dad stands for attractive. It must also speak to the audience's interests and desires. So that clown example, I would never come onto your show and dress like a clown.

[00:22:41] If I did people watching the video would notice because it's different, but it's not attractive because we all know clowns are murderers. 

[00:22:48] Emily Thompson: Indeed, I might run away. Just saying. 

[00:22:51] Mike Michalowicz: You imagine Jack O the clown shows up my gosh. So we need to do something that speaks to the audience. So do something that, is speaks their language.

[00:23:02] Invokes curiosity is entertaining, attractive in some capacity. That's the A, the final D is direct. We must tell the prospect specifically what to do with this content. And sadly, a lot of marketing misses out on this and garners attention because maybe it's different enough to track those people who have.

[00:23:21] And then it doesn't tell us what to do. I see them on websites all the time. The learn more button is the worst part of the plan, because the whole reason I want your website in the first place was to learn more. Now I'm in this kind of circuitous pattern of just learning more. Tell me what to do now.

[00:23:37] The key about the direct is it has to be reasonable and safe. You can't land your site and say hey Mike, give me a $75,000 deposit and we'll have a call about how I can serve you. Like that's unreasonable and I feel unsafe. So what is a reasonable next step? Maybe it's a, a transaction where I'm giving you some kind of contact information.

[00:23:56] My cell number or my email and your exchange, giving some information and your get my permission now to reach out to me for the next step. If it's a low cost item, I sell books. They're $25 for me. The next step is often just buy the book, but be very specific and explicit on what the customer or prospect should do as the next action step.

[00:24:16] And that's the DAD model. 

[00:24:17] Emily Thompson: Wonderful. And I'm wondering if you have, there are so many, let's just back up on that one. I'm about to ask you four questions at once, but we should probably just, I 

[00:24:27] Mike Michalowicz: like the quadruped, 

[00:24:28] Emily Thompson: right. Layer them all in the same sentence. You have to figure out how to put them together.

[00:24:34] Perfect. So this book is so full of so many very actionable exercises. I'm wondering if you have one in particular or maybe just a mindset shift that you can share with listeners that they can do right now to start thinking differently about how it is that they market their. 

[00:24:52] Mike Michalowicz: Oh, I'll give you the lowest hanging fruit where you'll see immediate results.

[00:24:57] And actually you'll probably feel pretty good about yourself is to send out an email or some kind of communication to people who've known you in the past, but you haven't been in contact with reach out to three to five people, that were friends from the old days, and also reach out to three to five people that you know, to that and ask them one simple question.

[00:25:17] What do you think makes me different or what do you remember about me that makes me unique. What we're trying to do here is find your differentiator factor. You see the goal in marketing is not to market in a way that's inconsistent with you. It's to market in a different way that is consistent and true to you.

[00:25:35] The only experience people have with your business until they do business with you, is your marketing. So it's gotta be consistent and you got to lean into your different, why so? Wonderful as you'll find a common thread, when you hear back from your friends, they'll say, oh, you know, you're always such so funny or you're always so sincere, or you just, you could, you could boil down what I was feeling in the moment

[00:25:54] so effectively. Whatever that common trend is, that is your differentiation factor. That's what we want to amplify in your market.

[00:26:08] Emily Thompson: All right, bosses, to show you the power of this simple little exercise. I did this myself in the Being Boss community. As I was reading this book, I was getting all kinds of permission to quit so many marketing things that I felt I had to be doing. And the answers to my question, to bosses about what they believed this podcast in our community does differently or better than our competition gave me so many good ideas for how my team and I can rethink how we share our message and mission with the world.

[00:26:39] I'm sharing these responses so that you can see what opening yourself up to this kind of feedback can sound and feel like. So first I have a response from Jill NovoLog, branding and digital strategists in Chicago, who says it's intimate, authentic, and real, both connections with you, the host and with others in the community.[00:27:00] 

[00:27:00] Jillian O'Neal and in the sewing pattern designer in Dublin, Ireland says the fact that it's focused on creative entrepreneurs. It's what keeps me coming back for more. Samantha Seamus, a fashion illustrator and designer in Washington, DC, dittos this sentiments saying this is the only podcast slash company I know that is geared towards advice for the general creative entrepreneur and with the community.

[00:27:25] The podcast is genuine, no fluff. And I love that you're so open about your own journey. I've learned so much. Kiersten Pagan as soap maker and marathon New York says the Being Boss community fosters genuine uplifting interactions between and among real people, which in turn fosters both individual and community growth in the arena of creative entrepreneurship.

[00:27:50] She also says that she's pretty sure I'm the only podcast or she listens to who actually knows her name and face. And to that, I say, that's the benefit of showing up. I love connecting with our community members. If I've said it once I've said it, a thousand times, bosses are the coolest people on the planet.

[00:28:06] Now I'll save you from any more of what feels like shameless plugs, and simply wrap this up by hoping that you can see the benefit of this vulnerability. And like I said, this feedback gives me several ideas for marketing that I will definitely be taking into my planning sessions for the year ahead.

[00:28:22] Especially once I pair this with the other powerful exercises in Mike's book, Get Different. Which I do believe is a must for each and every one of you, because we bosses are not here to do the same old thing, but to certainly do things different.

[00:28:46] I have a question from a community member that will sort of take us a little bit off of this topic, but I still think very much so in the realm of what we're talking about, Joe Linda Smithson, who was a member of the community, is a fan of yours. She has said that your books have been vital education as I've grown and evolved my business.

[00:29:11] Are there ways I can help my clients embrace the better business practices that you share? Is there a Mike M entry point book for clients that you would suggest? And I will say that I second this for bosses in the audience who may be finding themselves discovering for the first time. 

[00:29:27] Mike Michalowicz: Yeah. Well, Joe Linda, you are a rockstar, so congratulations

[00:29:30] on your success. I'm honored to be a small part of your journey. That that's a big deal to me. So thank you. In regards of introducing other people to my stuff or any, any kind of business education. What I found is I used to enthusiastically say, oh, here's the book of choice, but I think the best entry point is to solve the immediate challenge or problem someone has.

[00:29:50] So I'd actually lead off with a question Joe Linda, I would say to my client prospect, Hey, w where do you feel you're struggling most? Oh, we're not profitable or we're having trouble hiring people or whatever it. Once I know that I say, oh, I may have a solution for you. And if it's profit, maybe it's Profit First.

[00:30:05] It was hiring. I haven't written that book yet, but, but, maybe there's a better resource for them. I think solving a problem, is better than just introducing something that may not be relevant to their immediate pain. The other little tip I have is when sharing a resource like a book or anything is it does put a burden.

[00:30:23] Like if I receive a book and I'm like, oh, I have to read this. We're going to find the time it was eight or nine hours of my life. That can be a pretty big investment. What I do is when I gift a book or a resource, I actually put sticky notes in them. And the four or five pages I have I say, Hey, just read this one, paragraph, read this one section.

[00:30:38] And then the last sticky note says, if this is serving you, give me a call. I'll, I'll walk you through some of the stuff myself, that way I don't put this obligation, reading a book on someone who may not have the time currently available, but they can kind of cherry pick the key elements that will trigger the light them up to the idea.

[00:30:55] And then maybe I can handhold them the rest of the way. 

[00:30:58] Emily Thompson: Oh, that's wonderful. Thank you so much for sharing that, Mike, then where can listeners and audience folks find more about you and buy your books? 

[00:31:09] Mike Michalowicz: Mikemotorbike.com. So I think I said this last time, but. That's the site I own, I have Mike Michalowicz it's but no one could spell that long Polish nasty name, Michalowicz, but motorbike is pretty easy.

[00:31:21] So mikemotorbike.com plus there's a little kind of goose egg, our Easter egg, I should say. When you arrive, you'll see something kind of fun there. I play make fun of my beard because so many people like to make fun of my beard, including myself, but go to mikemotorbike.com. There I have all the resources for my books, free chapter downloads.

[00:31:39] I used to write for the wall street journal. Those articles are. And, there's a couple different things. Definitely you'll notice that invite you to, once you discover them, maybe to put your own spin on it and employ in your own business. 

[00:31:51] Emily Thompson: Perfect. And I have one final question for you. If I may, what is making you feel most boss? 

[00:31:59] Mike Michalowicz: Make me feel most boss, probably the Money Bunnies right now. Here's the coolest thing. My old grade school, like where I went to grade school said, Hey, would you want to do a reading tick the kindergarten class on my money bunnies. I'm like, that is boss. I'm like, yeah, I think that's a good dream come true.

[00:32:18] So, I don't know when yet we have to work on the particulars cause COVID has put a little wrinkle in planning, but I'm going to be reading a new book. My money Bonnie's I children's book, to my kindergarten class, not Mike and her in class, but my original kindergarten class, 

[00:32:36] Emily Thompson: can we call it? Alma mater.

[00:32:39] Mike Michalowicz: Oh yeah. Is that the right term? I guess I graduated from kindergarten coming here. I'm wearing like, you know, kindergarten, 1970 foot or whatever. Like all this stuff I should do. I should go. I should get so jacked up. Go Falcons, go Falcons. He's poor. Cancer's like, I just need to go potty. I don't even know what a Falcon is to learn how to spell it.

[00:33:01] Yeah. I know how to draw the lines. I graduated this class. I can draw. Okay, perfect. The tier comes down. 

[00:33:08] Emily Thompson: Yeah. Yeah. You also feel like you need to like paint your face a little bit. Not like a clown, 

[00:33:12] Mike Michalowicz: but like yeah. The war paint. Yeah. Yeah. Op I won't even be letting the school. I love this idea. 

[00:33:19] Emily Thompson: This is, this is great.

[00:33:20] Thank you so much, Mike, for coming in and sharing all of this with us. I appreciate, I appreciate your time. And, you writing these books. I think they are doing some great work in the world. 

[00:33:32] Mike Michalowicz: That means the world to me. I'll keep writing. Thank you for having me. 

[00:33:35] Emily Thompson: Of course. 

[00:33:38] Listen boss, whether you're hiring your first or your 50th employee.

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[00:34:26] Now until next time, do the work, be boss.