Contract Free PR Support

John Jantsch (00:02.122)

What are the reasons most businesses fail has nothing to do with their product, their market, or even funding and everything to do with the fact that the founder never learned how to Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Brian Will. He’s a serial entrepreneur dropped out of high school, went on to build or co-build 10 companies across five different industries collectively worth over half a billion dollars at their peak.

He’s the author of three books, including one we’re going to talk about today. No, the psychology of sales and negotiations. So Brian, welcome to the show.

Brian (00:40.654)

John, I appreciate you having me today. It’s gonna be fun.

John Jantsch (00:43.348)

So, start with the fact you dropped out of high school, built 10 companies. At what point did you realize that maybe this selling thing has a lot to do with my success?

Brian (00:54.648)

You know, it’s funny, John, the first company I did was landscaping and I only did it because I basically had no education and no job skills and I thought anybody could dig a hole and mow grass. Right. So that’s what I did. And I did that for 10 years and that company did well until it didn’t. That’s my one of my favorite things and ended up losing everything. Almost went bankrupt, lost the house, the cars, made a couple of critical errors in business that I carried with me for the rest of my life.

John Jantsch (01:05.683)

Yeah, right.

Brian (01:23.81)

But what was interesting when I got out of the landscaping business is a buddy of mine, he said, hey, you should come sell insurance with me. Now, mind you, I’m thinking, you remember the movie Groundhog Day with Bill Murray? And you remember Ned, needle nose Ned, and every day he tries to get Bill and one day Bill just knocks him out in the street. That was my internal picture of an insurance salesman. And I did not see myself walking around with a briefcase and a hat, know, chasing people down on the street.

John Jantsch (01:34.856)

yeah. One of my, one of my favorites. Yeah. Yeah.

John Jantsch (01:46.048)

Yeah.

Brian (01:51.022)

And I told my friend, no, I’m not selling insurance. Never. I’m a landscaper to start with. So he bugged me and bugged me and six months goes by and he kept showing me big checks. And finally I said, all right, how do I sell insurance? And he said, give me $500. I’ll give you some leads. I’ll take you on one appointment and then I’ll turn you loose. That’s the worst way to train a salesperson. I got to tell you.

John Jantsch (02:13.642)

you

Brian (02:15.061)

So that’s what we We went on one appointment. We went into this house. We came out. He goes, I just made $500. And I was like, my gosh, that’s incredible. So I took these 20 leads and a week later I showed up at the office and I had sold 12 insurance policies. And the guy that owned the agency, I walked in, I put him on the table and he goes, what’s that? I said, those are the insurance policies I sold this week. And he goes, how many leads did you get? And I said, I had 20. I said, is that not good enough? He goes, my God.

That’s like top 1 % in the country. What did you do to sell those? I remember saying, I don’t know. I just sold them. I had no idea, John, I could sell. I tell my kids all the time, you probably have talents you don’t know yet. And one of the talents I did not know at the time was apparently I could sell. And within six weeks, I was producing 50 % of the revenue in this agency.

John Jantsch (02:58.421)

Mm.

Brian (03:08.587)

Six months later, I broke off. started my own agency. A year and a half later, I sold it to a venture capital firm. It was my first sale. And we turned it into a company that went public. I didn’t know I could sell. I just could, and I don’t know why. But then I turned it into a system of selling and sales management and training and wrote the book. And, you know, that’s what I do.

John Jantsch (03:30.474)

Well, a lot of people suggest sales can be taught, but it’s not a skill necessarily. But you kind of backed into it as like, had that skill. I don’t even know what I was doing. So how do you kind of reconcile that with the idea that you’re now taking people who maybe say, I don’t have that skill and you’re teaching them.

Brian (03:44.813)

I

Brian (03:52.654)

You know, it’s interesting. Most salespeople fail for exactly the same reasons every single time. Number one, they talk too much. Number two, they act like a salesperson. If I can just get you to learn how to have a conversation with somebody and not act and sound like a salesperson. You know, a salesperson’s their voice.

John Jantsch (04:02.442)

Yeah.

Brian (04:15.854)

goes up like an octave and they talk really fast and they’re excited. Like, hey, John, how are you, man? I’m glad you came in today. And you’re like, dude, you’re a salesperson. Stop doing that. Right. And then if I asked you about a product, you have to give me a 20 minute dissertation on everything there is to know about everything about this product. And I don’t care because we know that psychologically people only remember 30 % of what they hear anyway. So the more you talk, the less they hear. And then the more you talk, the less they want to listen to you. And now they just want to leave.

So if I can get you to number one, have a conversation instead of sell and number two, learn when to shut up, your safe’s closing rates will go through the roof right out of the gate.

John Jantsch (04:55.776)

My father was kind of an old time salesperson. was a manufacturer’s rep and he’d go into these towns and go around the square to the stores that were there. I used to go with him every now and then. I remember he was like, really, we got this great new product. I’m going to show this person today. He walks in and he’s like, hey, we got this great new product. The guy’s like, that is nice. Can I get 10 cases? Got out his pad, sat it down, came to pen.

and left. was like, well, you didn’t even tell me about it. He was like, I took the order. And it just lasted with me forever. A lot of people talk themselves out of orders.

Brian (05:35.663)

Oh yeah. And the third thing is they talk too technical, right? I remember I was doing a project out in Seattle a year or so ago and I always, if it’s a small sales team, I like to go out with the salespeople and listen. And I out with their top salesperson and he went in to see this customer and they were selling windows and he’s like, yeah, and these windows have…

The Belgian slash and the six inch nails and they do this and this and the customers nod their head. And I stopped, said, hey John, can I ask you something? What is a Belgian slash and a six inch nails? That sounds like a band. And he goes, I don’t know, I said, and he said something different. And I looked at the customer and I said, did you hear six inch nails? And they go, yeah, that’s what we heard too. And if I hadn’t stopped John and asked the question, they would have the whole time never known what he said, right?

John Jantsch (06:12.946)

You

John Jantsch (06:27.21)

Yeah, yeah, yeah.

Brian (06:28.622)

So you can get too complicated and lose your client so easily. And I tell people, don’t use tech talk. Talk at a fifth grade level. Stop due check-ins, know, pause for effect, just like I did right there. And, you know, there are a few things we can teach you to make you better. We may not be able to make you the best, but we can make you better.

John Jantsch (06:54.314)

So you start your, I think this is not your first book with this, the word no. Is there a story behind why you’ve kind of latched onto that?

Brian (07:04.874)

Yeah, because the most powerful word in the English language is no. Without a doubt. And that’s on both sides of the sales process. can’t tell. I’ve got so many stories about the word no. And the Genesis literally, believe it not, comes from Richard Branson. And he wrote a book. And one of the things in his book, he says, is if your first offer doesn’t insult them, you’ve offered too much.

And no matter what, because if you’re talking to somebody who’s a negotiator, they’re never going to offer you what you want. And if you’re selling something, you’re never going to sell it for, you know, never going to offer it for sale for what you actually want. So we already know right out of the gate, both sides are going to say no. Right. So we start with no. That’s what we always start with. And every single negotiation starts with no. I’ll give you a, I’ll give you a funny example. I own some restaurants. I have a manager that works for me.

John Jantsch (07:36.629)

Mm-hmm.

John Jantsch (07:54.186)

Thanks.

Brian (07:59.791)

And I was sitting in there with a general contractor one day and the manager comes up and he said, Hey, the electrician’s here and he wants to fix the outlet and the lamp and he wants $1,200. I said, offer him 600. And the manager looked at me and goes, what do you mean? I said, go back. He’s already here. He’s either going to take my 600. He’s going to go home. He goes, but it’s 1200. said, listen to me, just go offer 600 and come back. He comes back. goes.

He’ll do it for nine. I said, take the deal. Right. And the manager was like, I don’t understand what just happened. And the person at the table goes, do you do all your negotiations that way? I said, yes, I do. Whatever you tell me, it’s no.

John Jantsch (08:40.96)

Well, that’s an interesting point because the word negotiation is in the title, but I think a lot of people think selling is, have this offer, I give it to you, you pay me or you don’t pay me. That negotiation is really not even a part of the deal. It’s like, do you want it or not? So, and what you’re suggesting is it should be a part of every conversation or at least every transaction.

Brian (08:56.419)

Yes.

Brian (09:04.536)

So you’ve been to the mall, right, John? To a store, to buy a suit or pants or… Those people are technically salespeople, but they’re not selling you anything. That’s retail, right? Salespeople are true salespeople that are going out and trying to sell a product or a service, and those things are negotiable, period.

John Jantsch (09:13.524)

No, no.

John Jantsch (09:24.234)

So what do you say to that? A lot of times, mean, a lot of my listeners are, you know, they don’t have sales teams. mean, the founder is selling out there. And a lot of times they got into the business because they were good at doing something like landscaping, for example. Right. So how do you turn that person, especially the person is like, I hate selling. How do you turn that person? mean, obviously one of the pieces of leverage you have is the fact that, well, if you don’t sell, you’re going to be out of business. But how do you turn that person into

Brian (09:43.672)

Yes.

John Jantsch (09:54.519)

you know, somebody who could successfully sell.

Brian (09:57.423)

So my first book, John, is called The Dropout Multi-Millionaire. And I talk a lot about this in that book. And we like to say that every successful company has four personalities. And I don’t care if it’s Apple Computer all the way down to the guy who just started his own business. You have an entrepreneur who’s a big thinker, who’s also usually a salesperson, but not always. You have the entrepreneur, you have the technician, you have the manager, and you have the salesperson, right? Most businesses…

John Jantsch (10:01.311)

Mm-hmm.

Brian (10:26.572)

are started by technicians and they’re not salespeople. And as I like to say, my books are famous for Joe the plumber, right? Joe’s a plumber, he works for XYZ Plumbing for 20 years. He goes out every day, they’re paying him 50 bucks an hour. One morning, Joe wakes up and says, why am I charging 150 an hour? I’m only getting 50. I’m gonna start my own business and we’re gonna call it Joe’s Plumbing. So Joe starts Joe’s Plumbing.

If Joe’s plumbing fails, it will not be because Joe is not a good plumber. It will be because Joe is not a good salesperson or a manager, one of the two. But Joe thinks that all there is to business is the technician part, not understanding that he doesn’t understand how business works. He doesn’t understand how insurance works and payroll works and sales work and, you know, managing people. None of that. He doesn’t get that. And so that’s why most businesses fail is because they’re started by technicians.

If you are a technician, understand that you don’t know how to do sales, bring somebody in who does.

John Jantsch (11:28.938)

Yeah. No, no, no question. I think a lot of people jump out of, out of work and, decide to start a business and don’t realize just there’s a lot of moving parts. So, if somebody came to you, they were a newbie in, like a class or coaching or something you were doing, what, would be the basic principles kind of map out the basic principles that you would teach or that have really worked for you over the years?

Brian (11:39.33)

Yes.

Brian (11:55.342)

You mean a new business owner?

John Jantsch (11:56.754)

Yeah, who wants to get better at selling? Yeah, yeah, yeah, yeah.

Brian (12:00.374)

better at selling. Okay. So the first thing we’re going to do is we’re going to, and I hate to say this, but I’m going to go out with you on a couple of sales calls to find out what you’re doing right and what you’re doing wrong. And then we’re going to develop a system for you to learn how to sell. So there in my book, we lay all these things out, but it’s sick. It literally gets into the things we’ve already talked about, which is you need to bring your presentation down to a few words, not a five minute dissertation.

John Jantsch (12:27.114)

Hmm.

Brian (12:29.934)

You need to quit selling and just ask questions. That’s one of the most powerful sales tools there is. If I can find out what you want, why you want it, when you want it, who else you’ve looked at buying it from and why you didn’t buy it from them, you will tell me exactly how to close you. But that’s a series of questions. If we want to get into, you know, high level sales, then we’ll start talking about

learning who the other person is. You know, some people give and receive information differently, as I like to say. John, if you’re an emotional person and you like you live on your emotions and what’s going to feel good and do good. And I try to give you a bunch of data. You’re going to your eyes are going to roll back in your head. If you’re a data person and I can tell that very quickly when I first start talking to you and I start giving you all the emotional reasons why you should do something and you keep going, no, just give me the numbers. Right.

how you receive information, how you give information is how you receive it. I need to pick up that small thing and my sales tactic has to match how you receive information. And then my close ratios will go up. Matching that with not talking too much, asking a ton of questions and letting the person close themselves. These are things we teach that I would try to teach somebody. And then it’s learning when to shut up. Like that’s the huge one. Just stop talking.

John Jantsch (13:58.314)

So the point you make about reading, you know, how somebody wants to be sold, how they process information, how they learn. Doesn’t that take a long time to really get good at? I know one of the things that they teach all the time is just what you talked about. Go in and probe, right? Ask questions, ask questions, ask questions. I don’t really like that when somebody comes in and I feel like I’m being interviewed because I’m like, I don’t really know you that well yet. I don’t trust you necessarily. I’m not going to give you, you know, all this information you’re asking me for. how do you…

How do you deal with kind of, I mean, how do you teach people to do that reading, you know, how somebody needs to be, and again, I’m, you know, years of experience, you probably learned it because you’ve seen everything, but how does that newer person who is really maybe feeling a little uncomfortable with this, like this new approach that they’ve been taught?

Brian (14:47.982)

Well, these things are gonna all be product specific. So let me just, let me give you one, right? I have a company that does window and door replacement. Okay? So when I walk up to the door, I’m like, hey John, how are you doing? I understand that you’re looking to replace some windows today. Is that right? Yeah. But which ones are you looking to replace? Well, I’m thinking the ones on the front of the house. Why do you wanna replace those? I mean, why not all of them? Why just these? And you’re gonna say, well, because…

John Jantsch (14:52.382)

Yeah. Right.

Brian (15:16.526)

I either want a bigger window or this one’s fogging up or I need a double pane window. So these questions aren’t really interviewing you as much as why are you wanting to replace these windows. And when you say, this one’s leaking and this one’s leaking and I don’t want a double pane here or I want a bigger window, I’m like, okay, great. So you’re looking at a double pane window, you want to do this and this. Have you shopped with anybody else? And you’ll say yes or no. Do you have any idea what windows like this cost? And you’re going to say, well, not really.

John Jantsch (15:19.786)

It’s all the sun all day. Yeah.

John Jantsch (15:30.453)

Mm-hmm.

Brian (15:46.061)

And then I do what we call, we set the Delta, right? And I’ll say, well, just to let you know up in advance, Windows costs, and I know this because I did this with a window company, Windows costs between 300 and a thousand dollars a piece to replace. 300 is going to get you a base level, a thousand is going to get you the Mac daddy. What range are you going to be in? I’m going to set the range. And the reason I set the range is because I don’t want you to come in and say, I thought they were a hundred bucks and I just spent a half a day with you.

John Jantsch (16:08.874)

Mm-hmm.

John Jantsch (16:14.922)

Yeah. All right.

Brian (16:16.27)

Right. I also want to try to I don’t want to pitch you a thousand dollar window when you say my budget’s 200 or if it’s in my I never asked somebody a budget. I always give them a range. let them pick in the range. You want the cheapest at 300. You want me to talk about the thousand. Let’s go in the middle. OK.

John Jantsch (16:23.882)

Mm-hmm. Yeah.

John Jantsch (16:31.508)

Yeah, you know, people ask the budget question. I’m always, you know, what are you looking to spend? That’s my favorite question. And I’m like, as little as possible. mean, I’m just trying. It is.

Brian (16:40.174)

Yeah, that’s a terrible people don’t ever ever ever ask somebody what their budget is and they go why I’m saying because they’ll lie to you. They want I don’t go into the car lot and say I’m really looking to spend $52,560. Right? I’m gonna lie to you because I think you’re to take advantage of me. Now, if that same person says Windows costs between 300 and $800 a piece.

John Jantsch (16:54.898)

Right?

Brian (17:05.646)

Now you know you’re not getting it for 200 bucks. You’re gonna give me at least, you want me to start at 300, 500, 800, where do you wanna go? Because I could spend all day talking about Windows, but let’s talk about what’s important to you. And by the way, if we’re gonna get into super high level sales, John, if they pick the 500 and we get to the end and they’re not willing to commit, this is what we call the drop back and punt. I’ll say, well, let me ask you something. To be very fair, I just told you all about the $500 Windows, and those may be what you want.

Would you have any interest in hearing about the $300 window? Because if you say yes, you could never afford the 500 in the first place.

John Jantsch (17:42.504)

Ha

So do you find that these principles that you teach doesn’t really matter? The industry, B2B, B2C, doesn’t really matter?

Brian (17:52.855)

It is what, look, people are people. I don’t care if you are the CEO of IBM, you still go home and fight with your wife and your kids are throwing up on you and you know, you’re just a person.

John Jantsch (18:03.914)

So you also wrote the Dropout Multi-Millionaire. What lesson from that book do you wish you’d learned 10 years earlier?

Brian (18:13.55)

You know, I spent my first 10, 15 years in business trying to do everything myself, trying to be the smartest guy in the room. Particularly when you get under pressure, too many entrepreneurs fall back into the red personality zone where they get very autocratic and you will do it my way and blah, blah, And it wasn’t until I met my business partner, Steve, who was way more successful than me.

And that even took a year before I broke down and I said, you know what? I’m going to listen to you. And when I did that, we went from zero to we sold our company for $80 million three years later. You know, at some point you have to understand that there are smarter people than you as smart as you think you are. There are people that know more about certain things that you need to listen to.

Finding somebody who’s been there and done that, who’s willing to come in and help you and tell you, and then your ability to take that advice and listen to it is the difference between your success today or your failure tomorrow, 100%. And I didn’t know that when I was young.

John Jantsch (19:28.126)

I think that’s a great place to end it today. Brian, I appreciate you taking a moment to stop by the Duct Tape Marketing Podcast. Is there anywhere you invite people to connect with you and find out more about your work?

Brian (19:37.484)

Yeah, BrianWillMedia.com. BrianWillMedia.com. My books, my training, everything’s on there. You can find everything you want to know.

John Jantsch (19:43.816)

Awesome. Well, again, I appreciate you stopping by and hopefully we’ll run into you one of these days out there on the road.

Brian (19:48.943)

Appreciate it, John. Thanks for having me.

John Jantsch (00:02.122)

What are the reasons most businesses fail has nothing to do with their product, their market, or even funding and everything to do with the fact that the founder never learned how to Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Brian Will. He’s a serial entrepreneur dropped out of high school, went on to build or co-build 10 companies across five different industries collectively worth over half a billion dollars at their peak.

He’s the author of three books, including one we’re going to talk about today. No, the psychology of sales and negotiations. So Brian, welcome to the show.

Brian (00:40.654)

John, I appreciate you having me today. It’s gonna be fun.

John Jantsch (00:43.348)

So, start with the fact you dropped out of high school, built 10 companies. At what point did you realize that maybe this selling thing has a lot to do with my success?

Brian (00:54.648)

You know, it’s funny, John, the first company I did was landscaping and I only did it because I basically had no education and no job skills and I thought anybody could dig a hole and mow grass. Right. So that’s what I did. And I did that for 10 years and that company did well until it didn’t. That’s my one of my favorite things and ended up losing everything. Almost went bankrupt, lost the house, the cars, made a couple of critical errors in business that I carried with me for the rest of my life.

John Jantsch (01:05.683)

Yeah, right.

Brian (01:23.81)

But what was interesting when I got out of the landscaping business is a buddy of mine, he said, hey, you should come sell insurance with me. Now, mind you, I’m thinking, you remember the movie Groundhog Day with Bill Murray? And you remember Ned, needle nose Ned, and every day he tries to get Bill and one day Bill just knocks him out in the street. That was my internal picture of an insurance salesman. And I did not see myself walking around with a briefcase and a hat, know, chasing people down on the street.

John Jantsch (01:34.856)

yeah. One of my, one of my favorites. Yeah. Yeah.

John Jantsch (01:46.048)

Yeah.

Brian (01:51.022)

And I told my friend, no, I’m not selling insurance. Never. I’m a landscaper to start with. So he bugged me and bugged me and six months goes by and he kept showing me big checks. And finally I said, all right, how do I sell insurance? And he said, give me $500. I’ll give you some leads. I’ll take you on one appointment and then I’ll turn you loose. That’s the worst way to train a salesperson. I got to tell you.

John Jantsch (02:13.642)

you

Brian (02:15.061)

So that’s what we We went on one appointment. We went into this house. We came out. He goes, I just made $500. And I was like, my gosh, that’s incredible. So I took these 20 leads and a week later I showed up at the office and I had sold 12 insurance policies. And the guy that owned the agency, I walked in, I put him on the table and he goes, what’s that? I said, those are the insurance policies I sold this week. And he goes, how many leads did you get? And I said, I had 20. I said, is that not good enough? He goes, my God.

That’s like top 1 % in the country. What did you do to sell those? I remember saying, I don’t know. I just sold them. I had no idea, John, I could sell. I tell my kids all the time, you probably have talents you don’t know yet. And one of the talents I did not know at the time was apparently I could sell. And within six weeks, I was producing 50 % of the revenue in this agency.

John Jantsch (02:58.421)

Mm.

Brian (03:08.587)

Six months later, I broke off. started my own agency. A year and a half later, I sold it to a venture capital firm. It was my first sale. And we turned it into a company that went public. I didn’t know I could sell. I just could, and I don’t know why. But then I turned it into a system of selling and sales management and training and wrote the book. And, you know, that’s what I do.

John Jantsch (03:30.474)

Well, a lot of people suggest sales can be taught, but it’s not a skill necessarily. But you kind of backed into it as like, had that skill. I don’t even know what I was doing. So how do you kind of reconcile that with the idea that you’re now taking people who maybe say, I don’t have that skill and you’re teaching them.

Brian (03:44.813)

I

Brian (03:52.654)

You know, it’s interesting. Most salespeople fail for exactly the same reasons every single time. Number one, they talk too much. Number two, they act like a salesperson. If I can just get you to learn how to have a conversation with somebody and not act and sound like a salesperson. You know, a salesperson’s their voice.

John Jantsch (04:02.442)

Yeah.

Brian (04:15.854)

goes up like an octave and they talk really fast and they’re excited. Like, hey, John, how are you, man? I’m glad you came in today. And you’re like, dude, you’re a salesperson. Stop doing that. Right. And then if I asked you about a product, you have to give me a 20 minute dissertation on everything there is to know about everything about this product. And I don’t care because we know that psychologically people only remember 30 % of what they hear anyway. So the more you talk, the less they hear. And then the more you talk, the less they want to listen to you. And now they just want to leave.

So if I can get you to number one, have a conversation instead of sell and number two, learn when to shut up, your safe’s closing rates will go through the roof right out of the gate.

John Jantsch (04:55.776)

My father was kind of an old time salesperson. was a manufacturer’s rep and he’d go into these towns and go around the square to the stores that were there. I used to go with him every now and then. I remember he was like, really, we got this great new product. I’m going to show this person today. He walks in and he’s like, hey, we got this great new product. The guy’s like, that is nice. Can I get 10 cases? Got out his pad, sat it down, came to pen.

and left. was like, well, you didn’t even tell me about it. He was like, I took the order. And it just lasted with me forever. A lot of people talk themselves out of orders.

Brian (05:35.663)

Oh yeah. And the third thing is they talk too technical, right? I remember I was doing a project out in Seattle a year or so ago and I always, if it’s a small sales team, I like to go out with the salespeople and listen. And I out with their top salesperson and he went in to see this customer and they were selling windows and he’s like, yeah, and these windows have…

The Belgian slash and the six inch nails and they do this and this and the customers nod their head. And I stopped, said, hey John, can I ask you something? What is a Belgian slash and a six inch nails? That sounds like a band. And he goes, I don’t know, I said, and he said something different. And I looked at the customer and I said, did you hear six inch nails? And they go, yeah, that’s what we heard too. And if I hadn’t stopped John and asked the question, they would have the whole time never known what he said, right?

John Jantsch (06:12.946)

You

John Jantsch (06:27.21)

Yeah, yeah, yeah.

Brian (06:28.622)

So you can get too complicated and lose your client so easily. And I tell people, don’t use tech talk. Talk at a fifth grade level. Stop due check-ins, know, pause for effect, just like I did right there. And, you know, there are a few things we can teach you to make you better. We may not be able to make you the best, but we can make you better.

John Jantsch (06:54.314)

So you start your, I think this is not your first book with this, the word no. Is there a story behind why you’ve kind of latched onto that?

Brian (07:04.874)

Yeah, because the most powerful word in the English language is no. Without a doubt. And that’s on both sides of the sales process. can’t tell. I’ve got so many stories about the word no. And the Genesis literally, believe it not, comes from Richard Branson. And he wrote a book. And one of the things in his book, he says, is if your first offer doesn’t insult them, you’ve offered too much.

And no matter what, because if you’re talking to somebody who’s a negotiator, they’re never going to offer you what you want. And if you’re selling something, you’re never going to sell it for, you know, never going to offer it for sale for what you actually want. So we already know right out of the gate, both sides are going to say no. Right. So we start with no. That’s what we always start with. And every single negotiation starts with no. I’ll give you a, I’ll give you a funny example. I own some restaurants. I have a manager that works for me.

John Jantsch (07:36.629)

Mm-hmm.

John Jantsch (07:54.186)

Thanks.

Brian (07:59.791)

And I was sitting in there with a general contractor one day and the manager comes up and he said, Hey, the electrician’s here and he wants to fix the outlet and the lamp and he wants $1,200. I said, offer him 600. And the manager looked at me and goes, what do you mean? I said, go back. He’s already here. He’s either going to take my 600. He’s going to go home. He goes, but it’s 1200. said, listen to me, just go offer 600 and come back. He comes back. goes.

He’ll do it for nine. I said, take the deal. Right. And the manager was like, I don’t understand what just happened. And the person at the table goes, do you do all your negotiations that way? I said, yes, I do. Whatever you tell me, it’s no.

John Jantsch (08:40.96)

Well, that’s an interesting point because the word negotiation is in the title, but I think a lot of people think selling is, have this offer, I give it to you, you pay me or you don’t pay me. That negotiation is really not even a part of the deal. It’s like, do you want it or not? So, and what you’re suggesting is it should be a part of every conversation or at least every transaction.

Brian (08:56.419)

Yes.

Brian (09:04.536)

So you’ve been to the mall, right, John? To a store, to buy a suit or pants or… Those people are technically salespeople, but they’re not selling you anything. That’s retail, right? Salespeople are true salespeople that are going out and trying to sell a product or a service, and those things are negotiable, period.

John Jantsch (09:13.524)

No, no.

John Jantsch (09:24.234)

So what do you say to that? A lot of times, mean, a lot of my listeners are, you know, they don’t have sales teams. mean, the founder is selling out there. And a lot of times they got into the business because they were good at doing something like landscaping, for example. Right. So how do you turn that person, especially the person is like, I hate selling. How do you turn that person? mean, obviously one of the pieces of leverage you have is the fact that, well, if you don’t sell, you’re going to be out of business. But how do you turn that person into

Brian (09:43.672)

Yes.

John Jantsch (09:54.519)

you know, somebody who could successfully sell.

Brian (09:57.423)

So my first book, John, is called The Dropout Multi-Millionaire. And I talk a lot about this in that book. And we like to say that every successful company has four personalities. And I don’t care if it’s Apple Computer all the way down to the guy who just started his own business. You have an entrepreneur who’s a big thinker, who’s also usually a salesperson, but not always. You have the entrepreneur, you have the technician, you have the manager, and you have the salesperson, right? Most businesses…

John Jantsch (10:01.311)

Mm-hmm.

Brian (10:26.572)

are started by technicians and they’re not salespeople. And as I like to say, my books are famous for Joe the plumber, right? Joe’s a plumber, he works for XYZ Plumbing for 20 years. He goes out every day, they’re paying him 50 bucks an hour. One morning, Joe wakes up and says, why am I charging 150 an hour? I’m only getting 50. I’m gonna start my own business and we’re gonna call it Joe’s Plumbing. So Joe starts Joe’s Plumbing.

If Joe’s plumbing fails, it will not be because Joe is not a good plumber. It will be because Joe is not a good salesperson or a manager, one of the two. But Joe thinks that all there is to business is the technician part, not understanding that he doesn’t understand how business works. He doesn’t understand how insurance works and payroll works and sales work and, you know, managing people. None of that. He doesn’t get that. And so that’s why most businesses fail is because they’re started by technicians.

If you are a technician, understand that you don’t know how to do sales, bring somebody in who does.

John Jantsch (11:28.938)

Yeah. No, no, no question. I think a lot of people jump out of, out of work and, decide to start a business and don’t realize just there’s a lot of moving parts. So, if somebody came to you, they were a newbie in, like a class or coaching or something you were doing, what, would be the basic principles kind of map out the basic principles that you would teach or that have really worked for you over the years?

Brian (11:39.33)

Yes.

Brian (11:55.342)

You mean a new business owner?

John Jantsch (11:56.754)

Yeah, who wants to get better at selling? Yeah, yeah, yeah, yeah.

Brian (12:00.374)

better at selling. Okay. So the first thing we’re going to do is we’re going to, and I hate to say this, but I’m going to go out with you on a couple of sales calls to find out what you’re doing right and what you’re doing wrong. And then we’re going to develop a system for you to learn how to sell. So there in my book, we lay all these things out, but it’s sick. It literally gets into the things we’ve already talked about, which is you need to bring your presentation down to a few words, not a five minute dissertation.

John Jantsch (12:27.114)

Hmm.

Brian (12:29.934)

You need to quit selling and just ask questions. That’s one of the most powerful sales tools there is. If I can find out what you want, why you want it, when you want it, who else you’ve looked at buying it from and why you didn’t buy it from them, you will tell me exactly how to close you. But that’s a series of questions. If we want to get into, you know, high level sales, then we’ll start talking about

learning who the other person is. You know, some people give and receive information differently, as I like to say. John, if you’re an emotional person and you like you live on your emotions and what’s going to feel good and do good. And I try to give you a bunch of data. You’re going to your eyes are going to roll back in your head. If you’re a data person and I can tell that very quickly when I first start talking to you and I start giving you all the emotional reasons why you should do something and you keep going, no, just give me the numbers. Right.

how you receive information, how you give information is how you receive it. I need to pick up that small thing and my sales tactic has to match how you receive information. And then my close ratios will go up. Matching that with not talking too much, asking a ton of questions and letting the person close themselves. These are things we teach that I would try to teach somebody. And then it’s learning when to shut up. Like that’s the huge one. Just stop talking.

John Jantsch (13:58.314)

So the point you make about reading, you know, how somebody wants to be sold, how they process information, how they learn. Doesn’t that take a long time to really get good at? I know one of the things that they teach all the time is just what you talked about. Go in and probe, right? Ask questions, ask questions, ask questions. I don’t really like that when somebody comes in and I feel like I’m being interviewed because I’m like, I don’t really know you that well yet. I don’t trust you necessarily. I’m not going to give you, you know, all this information you’re asking me for. how do you…

How do you deal with kind of, I mean, how do you teach people to do that reading, you know, how somebody needs to be, and again, I’m, you know, years of experience, you probably learned it because you’ve seen everything, but how does that newer person who is really maybe feeling a little uncomfortable with this, like this new approach that they’ve been taught?

Brian (14:47.982)

Well, these things are gonna all be product specific. So let me just, let me give you one, right? I have a company that does window and door replacement. Okay? So when I walk up to the door, I’m like, hey John, how are you doing? I understand that you’re looking to replace some windows today. Is that right? Yeah. But which ones are you looking to replace? Well, I’m thinking the ones on the front of the house. Why do you wanna replace those? I mean, why not all of them? Why just these? And you’re gonna say, well, because…

John Jantsch (14:52.382)

Yeah. Right.

Brian (15:16.526)

I either want a bigger window or this one’s fogging up or I need a double pane window. So these questions aren’t really interviewing you as much as why are you wanting to replace these windows. And when you say, this one’s leaking and this one’s leaking and I don’t want a double pane here or I want a bigger window, I’m like, okay, great. So you’re looking at a double pane window, you want to do this and this. Have you shopped with anybody else? And you’ll say yes or no. Do you have any idea what windows like this cost? And you’re going to say, well, not really.

John Jantsch (15:19.786)

It’s all the sun all day. Yeah.

John Jantsch (15:30.453)

Mm-hmm.

Brian (15:46.061)

And then I do what we call, we set the Delta, right? And I’ll say, well, just to let you know up in advance, Windows costs, and I know this because I did this with a window company, Windows costs between 300 and a thousand dollars a piece to replace. 300 is going to get you a base level, a thousand is going to get you the Mac daddy. What range are you going to be in? I’m going to set the range. And the reason I set the range is because I don’t want you to come in and say, I thought they were a hundred bucks and I just spent a half a day with you.

John Jantsch (16:08.874)

Mm-hmm.

John Jantsch (16:14.922)

Yeah. All right.

Brian (16:16.27)

Right. I also want to try to I don’t want to pitch you a thousand dollar window when you say my budget’s 200 or if it’s in my I never asked somebody a budget. I always give them a range. let them pick in the range. You want the cheapest at 300. You want me to talk about the thousand. Let’s go in the middle. OK.

John Jantsch (16:23.882)

Mm-hmm. Yeah.

John Jantsch (16:31.508)

Yeah, you know, people ask the budget question. I’m always, you know, what are you looking to spend? That’s my favorite question. And I’m like, as little as possible. mean, I’m just trying. It is.

Brian (16:40.174)

Yeah, that’s a terrible people don’t ever ever ever ask somebody what their budget is and they go why I’m saying because they’ll lie to you. They want I don’t go into the car lot and say I’m really looking to spend $52,560. Right? I’m gonna lie to you because I think you’re to take advantage of me. Now, if that same person says Windows costs between 300 and $800 a piece.

John Jantsch (16:54.898)

Right?

Brian (17:05.646)

Now you know you’re not getting it for 200 bucks. You’re gonna give me at least, you want me to start at 300, 500, 800, where do you wanna go? Because I could spend all day talking about Windows, but let’s talk about what’s important to you. And by the way, if we’re gonna get into super high level sales, John, if they pick the 500 and we get to the end and they’re not willing to commit, this is what we call the drop back and punt. I’ll say, well, let me ask you something. To be very fair, I just told you all about the $500 Windows, and those may be what you want.

Would you have any interest in hearing about the $300 window? Because if you say yes, you could never afford the 500 in the first place.

John Jantsch (17:42.504)

Ha

So do you find that these principles that you teach doesn’t really matter? The industry, B2B, B2C, doesn’t really matter?

Brian (17:52.855)

It is what, look, people are people. I don’t care if you are the CEO of IBM, you still go home and fight with your wife and your kids are throwing up on you and you know, you’re just a person.

John Jantsch (18:03.914)

So you also wrote the Dropout Multi-Millionaire. What lesson from that book do you wish you’d learned 10 years earlier?

Brian (18:13.55)

You know, I spent my first 10, 15 years in business trying to do everything myself, trying to be the smartest guy in the room. Particularly when you get under pressure, too many entrepreneurs fall back into the red personality zone where they get very autocratic and you will do it my way and blah, blah, And it wasn’t until I met my business partner, Steve, who was way more successful than me.

And that even took a year before I broke down and I said, you know what? I’m going to listen to you. And when I did that, we went from zero to we sold our company for $80 million three years later. You know, at some point you have to understand that there are smarter people than you as smart as you think you are. There are people that know more about certain things that you need to listen to.

Finding somebody who’s been there and done that, who’s willing to come in and help you and tell you, and then your ability to take that advice and listen to it is the difference between your success today or your failure tomorrow, 100%. And I didn’t know that when I was young.

John Jantsch (19:28.126)

I think that’s a great place to end it today. Brian, I appreciate you taking a moment to stop by the Duct Tape Marketing Podcast. Is there anywhere you invite people to connect with you and find out more about your work?

Brian (19:37.484)

Yeah, BrianWillMedia.com. BrianWillMedia.com. My books, my training, everything’s on there. You can find everything you want to know.

John Jantsch (19:43.816)

Awesome. Well, again, I appreciate you stopping by and hopefully we’ll run into you one of these days out there on the road.

Brian (19:48.943)

Appreciate it, John. Thanks for having me.

John Jantsch (00:01.668)

So what if the reason so many leaders stay stuck is not that they’re not working hard enough, but that they keep getting very good at solving the wrong problems. Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Kevin D. St. Clergy. He’s an entrepreneur, speaker, mentor, and author of Beyond Blind Blaming. Stop solving the wrong problems and instantly unlock results. After building and exiting his own company,

Kevin’s focus is work on helping entrepreneurs and leaders uncover the hidden assumptions, mindset blocks, and false diagnoses that keep them stuck. So, Kevin, welcome to the show.

Kevin D. St.Clergy (00:42.382)

Thanks, John. Appreciate you having me.

John Jantsch (00:44.122)

So the term, I want to start with, as I often do, words out of the title, the term blind blaming is, doing a lot of work here. How would you define it? You know, I’m imagining one of my business owners listening to this, sitting at a stoplight right now, wondering why their numbers are flat. So for them, how would you define the term blind blaming?

Kevin D. St.Clergy (01:08.834)

Now I’ll start with the story. It’s the origin story that everybody likes. I’ll be quick. But when I was 10 years old, I was a phenomenal baseball player at a batting average of five 50. And for those of you listening, five 50 is epic. It’s great. and people noticed I was going to bat every other time I went to bat Babe Ruth and his hayday three 94, just to give you an example.

so my dad and I went to work. worked with me on my mindset. I mean, I was young, but I love baseball and, we had a buddy who was actually used to coach for the Dodgers who was helping me with my swing in the off season. We practiced every day. And the next season I stood up and I was ready, but something was different because I started swinging and missing. In fact, I missed every time I went to bat for the entire next season. I literally went from here to zero and you probably guess what I heard from the stands. Come on, kid, keep your head in the game, play to win this time. And then can probably really imagine what my dad would give me lectures on on the way home.

John Jantsch (01:50.298)

Yeah.

Kevin D. St.Clergy (01:56.552)

about how bad my attitude was and that’s the biggest problem who by the way still thinks that’s what it was back then even though he’s read the book. But what we found was two weeks after I quit because I’d had enough of the abuse and eventually started blaming myself thinking I’m just not right for this game I quit baseball and I went to a fluke eye exam we figure out what the real problem was I just couldn’t see the ball.

Doctor said, sorry, kids practically blind without glasses. And here’s the real problem, the adults in my life for that two year stint never stopped blaming me for something that was completely out of my control. And that’s what we call blind blaming. And I see it in business, I see it in relationships, I see it everywhere. We all go through it. So for people that are down on their business, they immediately start thinking of things like, well, it must be my marketing, which I know you’ve taught for years. And a lot of times it’s not their marketing, they’re just not answering the damn phone when people call.

John Jantsch (02:44.058)

Yeah. It’s interesting how many times I’ve run into that, you know, that exact scenario. It’s like, you know, we’re just not getting enough leads and, we do call tracking and things like that. And we were like, yeah, you are. We’ve listened to the phone calls. You know, that’s not really the issue, so how does, let’s start there. Well, there’s, mean, I can go a lot of directions, but since we went there, how like,

Kevin D. St.Clergy (02:56.929)

Yep.

Yeah.

John Jantsch (03:11.938)

If you’re working with a client, you’re working with a business and you can clearly see that they’re blaming the wrong things for the results that you’re bringing. mean, how do you circumvent that? How do you change direction with that? How do you help them recognize that they’re looking at the wrong? And it’s rampant. mean, perfectionism is an example of blind blaming, I think, a lot of times.

Kevin D. St.Clergy (03:31.766)

It’s rampant. yeah.

Kevin D. St.Clergy (03:36.812)

Yeah. Well, the book’s broken into three sections on purpose. It’s awareness. So I’m finding that once people start reading about blind blaming, and they’re more aware of it, then it starts to make sense.

John Jantsch (03:42.883)

Mm-hmm.

John Jantsch (03:46.383)

Yeah.

Kevin D. St.Clergy (03:48.342)

Then we teach them the RCD method, which is how they get past blind blaming. It’s very simple, but remember simple doesn’t always mean easy, but it’s simply reflect. RCD stands for reflect. Is there something else going on that I can’t see? You’ve got to learn to ask yourself that question because if you keep solving the same problem over and over again and you’re not getting any different results, that’s where we lead to insanity. But that’s what we go through as small business owners. And even when you get really big like we did with our agency, we had 450 clients with 900 locations, Sean. So I have plenty of scars of people like

I don’t think your service is working. I’m really I’m showing 22 leads last month from your call tracking number Yeah, but we only scheduled two. I was like, well, that’s not my fault That’s blind blaming so But here’s where I think people fall down because they’ll get their team together and say what do you guys think it is? And they’re all in that sphere of influence and everybody else says what must be marketing. It’s certainly not us as salespeople It’s got to be the marketing. I just don’t have enough leads and the leads are generating their crap

So connect is the C stage. You have to connect with an outside source, a mentor, a coach. I like paid coaches. I’ve had one for 20 years. Just got a new one that’s kind of up in the next level because I want to get the nine figures here pretty quick. So I’ve just needed a coach that’s already there. And then I also have mastermind groups. Those are some of my favorite ways to learn. I know you’ve been part of them. I think you’ve led them in the past. And I think when you do that, these people can see what you can’t see because they’re outside of that sphere of influence. You’re not tied down with your successes and your failures.

John Jantsch (05:11.29)

Yes, yes.

Kevin D. St.Clergy (05:12.181)

And finally, once you know what it is, this is where D comes in. You got to decide to do something different. In fact, it was pretty cool because.

I was a little worried about this in the chapter because it does use the F word and even Jack Canfield, he’s only the second guy I read the book. He’s like, man, I even love your effing part. And I’m like, my God, I just got Jack Canfield to say the F word on video, but it’s MFD make an effing decision. Because once you know what it is, I see a lot of people are like, no, maybe not. Let’s go back and review this again. Do something. And that’s a great story. Cause when we came up with this, it was actually one of my clients. She was debating on whether to go with one or two loans to double her business. And she’s like, Kevin, what do you think I should do? And I just told her straight up.

up, Kayla, I think you need to make an effing decision. But I didn’t say effing. I’ve known her well enough. I helped her start a business seven years ago. And she’s like, okay, okay, she comes back a month later. And I always like to start coaching calls off these days with what’s going well. And she’s like, Kevin, I’m MFDing all over the place. You changed my life. Even my husband’s noticed and we’re doing things. We got the loan. We bought the business. We’ve doubled the size. We’re doing great. I’m like, MFD, what are you talking about? She’s like, make an effing decision. What you told me to do on the last call. I’m doing it. And I was like, Kayla, do you mind if I use that in my book? Because I love that.

John Jantsch (06:16.378)

Hmm.

Kevin D. St.Clergy (06:18.018)

And that has turned out to be the biggest thing I was worried about has turned out to be the thing that people mentioned or remember the most. Cause they’ll come up to my booth after a talk and say, man, I love the MFD part. You’re right. I’ve got to make some decisions and make some mistakes.

John Jantsch (06:30.276)

So how you think about the entrepreneur, mean, there’s more to get done in a day, every day, seemingly than they possibly can. So, you know, they get really wired for go, go, go, go. In some ways you’re saying, wait a minute, slowing down is actually a more aggressive approach than, just constantly going at full tilt. How do you get people who recognize that, you know, that our part? Yeah. Yeah.

Kevin D. St.Clergy (06:55.968)

I do a schedule audit and I see do they like for me 5 to 5 30 a.m. I get up early I didn’t used to because I worked in a bar all through grad school but now I get up and from 5 to 5 30 is my quiet time I grab a cup of coffee I do not look at a screen and I just journal and try to come up with ideas and I can see it on their calendar when they’re working six days a week and trying to see customers or patients whoever you’re working with because they keep losing people and they don’t give them some they don’t give themselves time to think

John Jantsch (07:16.312)

Yes.

Mm-hmm.

John Jantsch (07:24.78)

Right. How do you get them to do that? How do you get them to do that? That’s… Yeah, yeah, yeah, yeah.

Kevin D. St.Clergy (07:25.87)

And so I make them, well, I make them schedule the time. Just like yesterday, we had a client, I’m like, where’s your admin time? He’s like, well, I’ve got administrative assistant. I didn’t mean for her, when are you working on your marketing? She’s like, what do you mean? I’m like, wrong answer.

John Jantsch (07:39.226)

Yeah, yeah.

Kevin D. St.Clergy (07:41.934)

So at the end of the call, we had her physically book these two Fridays in a row that she was gonna take four hours to work on this. And she’s so excited, because then she’s like, well, what do I do? So we had to actually lay out what she needs to do. So first you gotta schedule the time. What gets scheduled gets done. Then you need a personal assistant to protect you from yourself, John. This is like Christina Cann, who I think you interacted with, she booked this.

John Jantsch (07:57.988)

day.

Kevin D. St.Clergy (08:04.909)

Christina’s constantly protective for myself because I say hey booker there. No, that’s your time to work on marketing for us to keep the company going I’ll find another space for that person So a lot of times I’ll find entrepreneurs who are just GSD getting us done and they’re not focusing on time for themselves nor do they have a personal assistant and that’s usually one of the first hires that I have people do when they’re a solopreneur

John Jantsch (08:27.268)

Yeah. And, know, for years I’ve, I actually just blocked that time out every week, that I’m going to do, you know, cause there’s a lot of things that you actually, you can’t get done between, you know, podcast calls, right? I mean, there’s, need that three hour ramp, if you’re going to do it. And so I’ve, I’ve just had that on my calendar and, know, the nice thing is you can’t schedule over it. You know, other people can’t schedule over it.

Kevin D. St.Clergy (08:29.357)

.

Kevin D. St.Clergy (08:41.355)

Right. Yeah.

Kevin D. St.Clergy (08:51.757)

No, and I like, yeah, I agree. And I like having breaks. mean, Christina is really good about a 10 a.m. break from 10 to 10 30. That’s my walk and my snack from 12 to one. I do take a lunch. I didn’t used to take lunches. I worked through it. Just power through as a mistake. 30 minutes at three o’clock to three 30. And I usually wrap up my day between two and two and three o’clock these days because I start pretty early.

John Jantsch (09:06.967)

Yes.

John Jantsch (09:13.427)

Yeah, same here. So when you’re working with a client, have you started to recognize specific patterns of language particularly that kind of tip you off that like, this one’s in blind blaming mode?

Kevin D. St.Clergy (09:16.077)

.

Kevin D. St.Clergy (09:25.613)

Yeah, it’s the stories they’re telling themselves. And I’ll give you a great example of somebody recently. She’s like, I can’t wait to work with you. She was really excited. It our first call. We had a great interview. And she’s like, was like, what do you think your biggest challenge is? When we got to that point, she says, well, I’ll never be as big as you, but my biggest problem is marketing. And I said, wait a minute, let’s stop. Let’s go back. It’s not your marketing.

John Jantsch (09:27.45)

Yeah.

John Jantsch (09:43.988)

Hehehehehe

Kevin D. St.Clergy (09:50.036)

Why did you say you’ll never be as big as me? She goes, because I just know it. I know I’m not going to be as big as you, you know, I’m like, okay, well, let’s work on that. So we spent the first call working on mindset because our coaching program we called M3 mastery. It’s mindset, margins, momentum. I just find if we build the business owner that builds the business, we’ve had a lot of success with that over the years. And a lot of times just giving them a way.

to dream bigger and think big makes a huge difference. We were at dinner a couple nights ago. I was on a big podcast, live podcast here in Austin with a bunch of people and one of the people was one of my customers and she had been invited too. And she’s like, you know, before I met you, I just thought I’d be happy with just a million dollar a year business working, know, Monday through Friday, eight to five. And I never thought that I’d have a $3 million a year business working Monday, Tuesday and Wednesday and taking Thursdays and Fridays completely off.

It wasn’t until you taught me how to think bigger that made the big difference for me. So build the business owner that builds the business and start thinking big. I mean, that’s why we’re, you know, we had an eight figure exit. I want a hundred million dollar exit next. That’s my next thing. So the bigger you think, the bigger you’ll get.

John Jantsch (10:51.417)

if

John Jantsch (10:59.354)

So, let’s go back to that marketing example. I totally agree with you. Walking that back to mindset certainly was the place to go. But we work with a lot of agencies and I mean, so I hear this story all the time. You deliver, results are still flat, everyone blames the agency. So you’ve probably heard that exact situation. How do you get people to walk that back? Because they’re basically making that

Kevin D. St.Clergy (11:01.933)

you

Kevin D. St.Clergy (11:22.285)

.

John Jantsch (11:28.686)

decision, if you will, that blame based on what data they can see or what data they think they have and that data is we’re not growing.

Kevin D. St.Clergy (11:32.066)

Yeah.

Kevin D. St.Clergy (11:39.342)

Yeah, so they, I mean, we call it the three fatal falls of blind blaming. So the first one, we have these cognitive biases, John, that you’re well aware of, because I’ve been following you for years, and you’ve helped me a lot over my career, so I could say thank you in person, by the way. But.

John Jantsch (11:51.799)

You

Kevin D. St.Clergy (11:53.838)

I think the first fatal flaw is there’s this thing called availability bias. And these cognitive biases are there to help us make decisions quicker and do things better and faster, but they can be getting away and hinder our success as well. And the first one is called availability bias, which means the first thing that pops into an entrepreneur’s head about what’s wrong with their marketing, that’s it. It’s got to be their agency and the people that have agencies that are working with customers. Cause I had a marketing agency for 17 years. I know the scars. I’ve got the deep wounds. For those of you who do choose to read the book, you’ll see those wounds in the, in the book with some of my

examples. But once they do that then the next fatal flaw comes into play where it’s confirmation bias. They become a treasure hunter to prove themselves right and they start looking for data to back that up. Well I’m definitely slow. It was my slowest month ever and I wasn’t slow before I hired you guys so it’s your fault.

And so then finally, you’re too busy looking at the wrong problem, you can’t focus on the right solutions. So that’s the third fatal flaw. So what we do though is, especially for like agencies, when working with agencies, I just share with them what we did when we changed our whole model from just providing digital marketing services to a business growth company and started including coaching, because I was getting so frustrated and so angry of generating leads and then them not converting those leads to appointments. And so we created Front Desk Academy.

Then I was getting really frustrated because we were putting the leads in front of them and then they weren’t closing them. And of course it’s still our fault. Couldn’t be them, it’s not their sales process, not another sales training. I had a recent customer and she said this online out loud to everyone that when I mentioned that we really need to work on your sales process, she started crying. So it was, I was like, I didn’t want to make you cry. I said, no, it’s not you, you’re right, I need to fix this. So.

I think what agencies need to do is they need to pivot a little bit and they need to start looking at the results that they get and what it really does. Because people, don’t think people want to sign up for more marketing. They don’t want to spend money on marketing. What they want is to make more money, grow their business and have more of an impact.

Kevin D. St.Clergy (13:47.534)

And that’s the change we made in 2018. When we became a business development company that provided digital marketing services, and no matter what they did with us, we would help them grow. Because let’s face it, you’ve done this, John, some marketing works, some doesn’t. Some digital marketing takes months to get going. But what we did is we developed a business assessment to help them identify holes in their bucket, and then we helped them fill it. So weekly, we were coaching them for the first eight to 10 weeks they were on board with us, where a lot of people got a return on their investment before we even started their marketing, before it got going.

John Jantsch (14:17.412)

Yes.

Kevin D. St.Clergy (14:17.665)

That’s when we quadrupled the size of our company. We did really well. We weren’t even looking to sell. Our broker came to us and said, look, I think your business is worth this. And we started laughing. And then he got that. So it was kind of a blessed day. Anyway, I hope that answers your question in a good way.

John Jantsch (14:21.924)

Yes.

John Jantsch (14:29.242)

Yeah, no, absolutely. That’s really where we’ve been for years. mean, the only thing when people engage us, it’s not to do their marketing, it’s to do what we call strategy first, which is a very set engagement that has set deliverables that we work on their business objectives first. We work on the founder and finding where they’re getting in the way. and I tell you from a marketing standpoint, it changes the whole relationship too.

in day one not seen as a vendor. We’re seen as a trusted advisor and all the other stuff we want to recommend, they’re like bring it on because you’ve changed the relationship.

Kevin D. St.Clergy (15:01.046)

Yeah.

Kevin D. St.Clergy (15:09.279)

Yeah, and I love it. Yeah, because you’ve become a partner and when somebody comes in with a lower price, they’re like, yeah, but I lose John and his team. That’s what we learned. We just did it. The story is in my book as well. But yeah, I agree. And I love that you’re doing that.

John Jantsch (15:13.433)

Yes.

John Jantsch (15:16.761)

Yeah.

John Jantsch (15:23.62)

So symptom fixing versus root cause thinking. How do you get people, most people are in symptom, you know, this hurts, you know, how do I fix it? How do you get people to start thinking way beyond the symptom to, you know, wellness, if you will, if we’re going to use the analogy.

Kevin D. St.Clergy (15:41.174)

Yeah, so back to that. We teach them the process. We teach them how to move beyond blind blaming with making them aware that blind blaming exists and they’re suffering from it. Then we take them through the RCD method, but a lot of times they don’t really know how to dig a little deeper. So we’ve been really big on if we’re working with coaches or agencies, helping them develop an assessment that does go deeper.

And then that’s how we identify things. We have them take a small assessment that helps them step out of the box and take a look at the way they’re doing things. For some reason, I mean, when I used to do it in person, it worked okay, but when they have them do the assessment and they see the results with the AI stuff we have today, it’s made a huge difference. And they’re like, man, I knew exactly when I went through this assessment what’s really going on.

And now it just helps my coaching go a lot faster. Don’t know why I’m not, I don’t, it was just something that I learned to do at a conference and we started using it and then we started teaching our clients to do the same and they’re seeing the same thing. So having an assessment that helps them step out of the box and look at the way they’re doing things to identify some other things it can be is one of the first things. But a lot of times just if you’re working with a good coach like yourself, who’s got a lot of experience and you’ve seen the same mistakes that entrepreneurs make every other day when it comes to their marketing, we know.

Cause I love it when people tell me like, well, I definitely need to rebuild my website. And I always ask why. Look, I had a digital marketing. My company’s job was to produce some doubt so that you would switch to us. But I always instructed our practice advisors as we called them, cause we were in the medical field to ask them how many leads a month before you switch and come to us, how many leads a month are you going? And you can probably guess what we got, John. What do you mean?

John Jantsch (17:16.922)

One, two, yeah. Yeah, well, that’s true.

Kevin D. St.Clergy (17:18.253)

I have no idea. No, most of time it was like, I don’t know. I just know I need to switch because my business is down. And then sometimes we wouldn’t let people come on board. like, listen, no offense. I’d love to earn your business, but you’re getting like 30 leads a month from your current marketing company. I don’t think you have a problem with this. And we used to secret shop their clinics before we’d get on the phone with them. I like, listen, your problem is your front desk. In fact, you know, when we said how much are your hearing aids, she said they can be as much as $7,000, but you probably won’t need those. Great script.

No, they would hang up and go away. And I said, guess who scored worse on these secret shopper calls? Do you think it was the front desk or the owner? The owner. They’re the worst. So anyway, that’s, that’s some of the things that we do is help them step out of the box and take a look at other things.

John Jantsch (17:52.922)

Yeah.

John Jantsch (18:00.1)

So, I mean, you’re in the personal coaching mindset space. So you probably quite naturally get, mean, some of your engagements probably get personal pretty fast. and I think, what I think is interesting about that and where there’s, see a lot of resistance, particularly from service providers. It’s like, I’m just here to do this, you know? but what I’ve seen is that I think what people are craving now, just what you said, they don’t want.

more marketing stuff. They don’t, you know, they don’t want to basically go, I mean, I can’t tell you how many times I’ve talked to somebody and they’ve had like five agencies and they’ve all done the same thing. You know, it’s like you’re hiring them to do the same thing. You know, what did you, what did you expect? And, and what I think people are craving today more than ever is transformation. Um, and I think that we have a real opportunity as service providers or whatever we want to call it to actually go so much deeper and help them evolve.

Kevin D. St.Clergy (18:39.021)

yeah.

Kevin D. St.Clergy (18:42.519)

Yeah.

John Jantsch (18:58.552)

not just as a business, but as a person. And that’s a space that I think is wide open, quite frankly, in the marketing world.

Kevin D. St.Clergy (19:05.229)

Yeah, I agree because we, as I said, we found that we in our big masterminds where we charge 25 and 50 grand a year. It’s very interesting to me to go from a digital marketing company charge of $900 a month.

John Jantsch (19:15.63)

Yeah, right.

Kevin D. St.Clergy (19:17.549)

and having this, have you done for me today to 25 and 50 and then soon to be $100,000 level and have people go, I can’t believe this, you changed my life. I can’t wait for next year. Let’s, they’re re-upping. We have a 90 % up rate, re-up rate at the end of the year. It’s fascinating to me because we changed the way we focus. We talked about that transformation and what’s happened with other clients. So yeah, totally with you. And it’s, it’s just amazing to me. If we can get more agencies to focus on that transformation, John, uh, cause that’s what we just trademarked heck out of this, but we call our program M3 Mastery from Trans

John Jantsch (19:34.852)

Yeah.

John Jantsch (19:39.46)

Peace.

Kevin D. St.Clergy (19:47.456)

transactional to transformational and that was my big lesson when we really focused on Getting some transformation in their business not just what we did or the service provide That would that made a huge difference and sometimes as you said We’d find that the owner has a health problem that when I am diagnosed for years Like just recently we had somebody who has a very large eight figure a year of business, but she was miserable I was like, long has it she been to the doctor? She’s about 43. So she’s getting up to you know in that age She’s like, you know, I read your book and I’ve got an appointment

John Jantsch (19:49.38)

Nice.

John Jantsch (20:13.742)

Yeah, yeah.

Kevin D. St.Clergy (20:16.981)

And so she came back and she’s like, my God, my testosterone is low and I had no idea. It’s been that way for years. My doctor never run the test. And once we got that fixed, she exploded. Her team culture completely changed. Everything came into place where the coaching finally started working. Cause she was getting frustrated with me and I’m like, look, I think there’s something else going on that you’re missing. Let’s go back to that assessment. Cause we look at five different areas. We look at their health, we look at their purpose. We look at their relationships, not necessarily their personal relationships with the people, how they react with people.

John Jantsch (20:22.468)

Hmm.

John Jantsch (20:32.985)

Hmph.

Kevin D. St.Clergy (20:46.895)

people at work and a few other things like a growth mindset versus a fixed mindset and then we make sure they have the right resources and usually in those five areas it’s not about finding one thing in each area John it’s about finding that one thing and for her it was low testosterone which is something that I went through a couple years ago so I put in the book.

John Jantsch (20:46.906)

Sure.

John Jantsch (21:00.396)

Yeah. Yeah, that’s funny. Well, Kevin, I appreciate you taking a moment, a few moments to share with our audience. Is there someplace you’d invite people to find out more about your work and certainly get a copy of the book?

Kevin D. St.Clergy (21:12.011)

Yeah, you bet. Yes, sir. I always recommend people go to the website blindblaming.com.

We have for 15 bucks, have all four copies of the book that you can get plus a bunch of bonuses. It’s just a great way to get in our funnel and you’ll get invites to some of the challenges and things like that that we do as well. So blindblaming.com is the best place to go and just from the feedback I’ve got the last couple of years on the book, the book. You can listen to it whether it’s audio, PDF, or if you’re a book book person like I am because I’m older, you can get all four copies and I think it’ll change your life.

John Jantsch (21:42.854)

I appreciate it. And again, hopefully we’ll run into one of these days when we’re out there on the road. In fact, I’m going to be in Austin.

Kevin D. St.Clergy (21:51.38)

great, I’d love to see you. Yeah, come up to the compound. We’d love to have you. So we got indoor golf, we got a garage, Mahal, we got a casino, we got a wine cellar. So we got some fun up here. Come see me.

John Jantsch (21:51.537)

maybe I’ll stop by.

John Jantsch (00:01.668)

So what if the reason so many leaders stay stuck is not that they’re not working hard enough, but that they keep getting very good at solving the wrong problems. Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Kevin D. St. Clergy. He’s an entrepreneur, speaker, mentor, and author of Beyond Blind Blaming. Stop solving the wrong problems and instantly unlock results. After building and exiting his own company,

Kevin’s focus is work on helping entrepreneurs and leaders uncover the hidden assumptions, mindset blocks, and false diagnoses that keep them stuck. So, Kevin, welcome to the show.

Kevin D. St.Clergy (00:42.382)

Thanks, John. Appreciate you having me.

John Jantsch (00:44.122)

So the term, I want to start with, as I often do, words out of the title, the term blind blaming is, doing a lot of work here. How would you define it? You know, I’m imagining one of my business owners listening to this, sitting at a stoplight right now, wondering why their numbers are flat. So for them, how would you define the term blind blaming?

Kevin D. St.Clergy (01:08.834)

Now I’ll start with the story. It’s the origin story that everybody likes. I’ll be quick. But when I was 10 years old, I was a phenomenal baseball player at a batting average of five 50. And for those of you listening, five 50 is epic. It’s great. and people noticed I was going to bat every other time I went to bat Babe Ruth and his hayday three 94, just to give you an example.

so my dad and I went to work. worked with me on my mindset. I mean, I was young, but I love baseball and, we had a buddy who was actually used to coach for the Dodgers who was helping me with my swing in the off season. We practiced every day. And the next season I stood up and I was ready, but something was different because I started swinging and missing. In fact, I missed every time I went to bat for the entire next season. I literally went from here to zero and you probably guess what I heard from the stands. Come on, kid, keep your head in the game, play to win this time. And then can probably really imagine what my dad would give me lectures on on the way home.

John Jantsch (01:50.298)

Yeah.

Kevin D. St.Clergy (01:56.552)

about how bad my attitude was and that’s the biggest problem who by the way still thinks that’s what it was back then even though he’s read the book. But what we found was two weeks after I quit because I’d had enough of the abuse and eventually started blaming myself thinking I’m just not right for this game I quit baseball and I went to a fluke eye exam we figure out what the real problem was I just couldn’t see the ball.

Doctor said, sorry, kids practically blind without glasses. And here’s the real problem, the adults in my life for that two year stint never stopped blaming me for something that was completely out of my control. And that’s what we call blind blaming. And I see it in business, I see it in relationships, I see it everywhere. We all go through it. So for people that are down on their business, they immediately start thinking of things like, well, it must be my marketing, which I know you’ve taught for years. And a lot of times it’s not their marketing, they’re just not answering the damn phone when people call.

John Jantsch (02:44.058)

Yeah. It’s interesting how many times I’ve run into that, you know, that exact scenario. It’s like, you know, we’re just not getting enough leads and, we do call tracking and things like that. And we were like, yeah, you are. We’ve listened to the phone calls. You know, that’s not really the issue, so how does, let’s start there. Well, there’s, mean, I can go a lot of directions, but since we went there, how like,

Kevin D. St.Clergy (02:56.929)

Yep.

Yeah.

John Jantsch (03:11.938)

If you’re working with a client, you’re working with a business and you can clearly see that they’re blaming the wrong things for the results that you’re bringing. mean, how do you circumvent that? How do you change direction with that? How do you help them recognize that they’re looking at the wrong? And it’s rampant. mean, perfectionism is an example of blind blaming, I think, a lot of times.

Kevin D. St.Clergy (03:31.766)

It’s rampant. yeah.

Kevin D. St.Clergy (03:36.812)

Yeah. Well, the book’s broken into three sections on purpose. It’s awareness. So I’m finding that once people start reading about blind blaming, and they’re more aware of it, then it starts to make sense.

John Jantsch (03:42.883)

Mm-hmm.

John Jantsch (03:46.383)

Yeah.

Kevin D. St.Clergy (03:48.342)

Then we teach them the RCD method, which is how they get past blind blaming. It’s very simple, but remember simple doesn’t always mean easy, but it’s simply reflect. RCD stands for reflect. Is there something else going on that I can’t see? You’ve got to learn to ask yourself that question because if you keep solving the same problem over and over again and you’re not getting any different results, that’s where we lead to insanity. But that’s what we go through as small business owners. And even when you get really big like we did with our agency, we had 450 clients with 900 locations, Sean. So I have plenty of scars of people like

I don’t think your service is working. I’m really I’m showing 22 leads last month from your call tracking number Yeah, but we only scheduled two. I was like, well, that’s not my fault That’s blind blaming so But here’s where I think people fall down because they’ll get their team together and say what do you guys think it is? And they’re all in that sphere of influence and everybody else says what must be marketing. It’s certainly not us as salespeople It’s got to be the marketing. I just don’t have enough leads and the leads are generating their crap

So connect is the C stage. You have to connect with an outside source, a mentor, a coach. I like paid coaches. I’ve had one for 20 years. Just got a new one that’s kind of up in the next level because I want to get the nine figures here pretty quick. So I’ve just needed a coach that’s already there. And then I also have mastermind groups. Those are some of my favorite ways to learn. I know you’ve been part of them. I think you’ve led them in the past. And I think when you do that, these people can see what you can’t see because they’re outside of that sphere of influence. You’re not tied down with your successes and your failures.

John Jantsch (05:11.29)

Yes, yes.

Kevin D. St.Clergy (05:12.181)

And finally, once you know what it is, this is where D comes in. You got to decide to do something different. In fact, it was pretty cool because.

I was a little worried about this in the chapter because it does use the F word and even Jack Canfield, he’s only the second guy I read the book. He’s like, man, I even love your effing part. And I’m like, my God, I just got Jack Canfield to say the F word on video, but it’s MFD make an effing decision. Because once you know what it is, I see a lot of people are like, no, maybe not. Let’s go back and review this again. Do something. And that’s a great story. Cause when we came up with this, it was actually one of my clients. She was debating on whether to go with one or two loans to double her business. And she’s like, Kevin, what do you think I should do? And I just told her straight up.

up, Kayla, I think you need to make an effing decision. But I didn’t say effing. I’ve known her well enough. I helped her start a business seven years ago. And she’s like, okay, okay, she comes back a month later. And I always like to start coaching calls off these days with what’s going well. And she’s like, Kevin, I’m MFDing all over the place. You changed my life. Even my husband’s noticed and we’re doing things. We got the loan. We bought the business. We’ve doubled the size. We’re doing great. I’m like, MFD, what are you talking about? She’s like, make an effing decision. What you told me to do on the last call. I’m doing it. And I was like, Kayla, do you mind if I use that in my book? Because I love that.

John Jantsch (06:16.378)

Hmm.

Kevin D. St.Clergy (06:18.018)

And that has turned out to be the biggest thing I was worried about has turned out to be the thing that people mentioned or remember the most. Cause they’ll come up to my booth after a talk and say, man, I love the MFD part. You’re right. I’ve got to make some decisions and make some mistakes.

John Jantsch (06:30.276)

So how you think about the entrepreneur, mean, there’s more to get done in a day, every day, seemingly than they possibly can. So, you know, they get really wired for go, go, go, go. In some ways you’re saying, wait a minute, slowing down is actually a more aggressive approach than, just constantly going at full tilt. How do you get people who recognize that, you know, that our part? Yeah. Yeah.

Kevin D. St.Clergy (06:55.968)

I do a schedule audit and I see do they like for me 5 to 5 30 a.m. I get up early I didn’t used to because I worked in a bar all through grad school but now I get up and from 5 to 5 30 is my quiet time I grab a cup of coffee I do not look at a screen and I just journal and try to come up with ideas and I can see it on their calendar when they’re working six days a week and trying to see customers or patients whoever you’re working with because they keep losing people and they don’t give them some they don’t give themselves time to think

John Jantsch (07:16.312)

Yes.

Mm-hmm.

John Jantsch (07:24.78)

Right. How do you get them to do that? How do you get them to do that? That’s… Yeah, yeah, yeah, yeah.

Kevin D. St.Clergy (07:25.87)

And so I make them, well, I make them schedule the time. Just like yesterday, we had a client, I’m like, where’s your admin time? He’s like, well, I’ve got administrative assistant. I didn’t mean for her, when are you working on your marketing? She’s like, what do you mean? I’m like, wrong answer.

John Jantsch (07:39.226)

Yeah, yeah.

Kevin D. St.Clergy (07:41.934)

So at the end of the call, we had her physically book these two Fridays in a row that she was gonna take four hours to work on this. And she’s so excited, because then she’s like, well, what do I do? So we had to actually lay out what she needs to do. So first you gotta schedule the time. What gets scheduled gets done. Then you need a personal assistant to protect you from yourself, John. This is like Christina Cann, who I think you interacted with, she booked this.

John Jantsch (07:57.988)

day.

Kevin D. St.Clergy (08:04.909)

Christina’s constantly protective for myself because I say hey booker there. No, that’s your time to work on marketing for us to keep the company going I’ll find another space for that person So a lot of times I’ll find entrepreneurs who are just GSD getting us done and they’re not focusing on time for themselves nor do they have a personal assistant and that’s usually one of the first hires that I have people do when they’re a solopreneur

John Jantsch (08:27.268)

Yeah. And, know, for years I’ve, I actually just blocked that time out every week, that I’m going to do, you know, cause there’s a lot of things that you actually, you can’t get done between, you know, podcast calls, right? I mean, there’s, need that three hour ramp, if you’re going to do it. And so I’ve, I’ve just had that on my calendar and, know, the nice thing is you can’t schedule over it. You know, other people can’t schedule over it.

Kevin D. St.Clergy (08:29.357)

.

Kevin D. St.Clergy (08:41.355)

Right. Yeah.

Kevin D. St.Clergy (08:51.757)

No, and I like, yeah, I agree. And I like having breaks. mean, Christina is really good about a 10 a.m. break from 10 to 10 30. That’s my walk and my snack from 12 to one. I do take a lunch. I didn’t used to take lunches. I worked through it. Just power through as a mistake. 30 minutes at three o’clock to three 30. And I usually wrap up my day between two and two and three o’clock these days because I start pretty early.

John Jantsch (09:06.967)

Yes.

John Jantsch (09:13.427)

Yeah, same here. So when you’re working with a client, have you started to recognize specific patterns of language particularly that kind of tip you off that like, this one’s in blind blaming mode?

Kevin D. St.Clergy (09:16.077)

.

Kevin D. St.Clergy (09:25.613)

Yeah, it’s the stories they’re telling themselves. And I’ll give you a great example of somebody recently. She’s like, I can’t wait to work with you. She was really excited. It our first call. We had a great interview. And she’s like, was like, what do you think your biggest challenge is? When we got to that point, she says, well, I’ll never be as big as you, but my biggest problem is marketing. And I said, wait a minute, let’s stop. Let’s go back. It’s not your marketing.

John Jantsch (09:27.45)

Yeah.

John Jantsch (09:43.988)

Hehehehehe

Kevin D. St.Clergy (09:50.036)

Why did you say you’ll never be as big as me? She goes, because I just know it. I know I’m not going to be as big as you, you know, I’m like, okay, well, let’s work on that. So we spent the first call working on mindset because our coaching program we called M3 mastery. It’s mindset, margins, momentum. I just find if we build the business owner that builds the business, we’ve had a lot of success with that over the years. And a lot of times just giving them a way.

to dream bigger and think big makes a huge difference. We were at dinner a couple nights ago. I was on a big podcast, live podcast here in Austin with a bunch of people and one of the people was one of my customers and she had been invited too. And she’s like, you know, before I met you, I just thought I’d be happy with just a million dollar a year business working, know, Monday through Friday, eight to five. And I never thought that I’d have a $3 million a year business working Monday, Tuesday and Wednesday and taking Thursdays and Fridays completely off.

It wasn’t until you taught me how to think bigger that made the big difference for me. So build the business owner that builds the business and start thinking big. I mean, that’s why we’re, you know, we had an eight figure exit. I want a hundred million dollar exit next. That’s my next thing. So the bigger you think, the bigger you’ll get.

John Jantsch (10:51.417)

if

John Jantsch (10:59.354)

So, let’s go back to that marketing example. I totally agree with you. Walking that back to mindset certainly was the place to go. But we work with a lot of agencies and I mean, so I hear this story all the time. You deliver, results are still flat, everyone blames the agency. So you’ve probably heard that exact situation. How do you get people to walk that back? Because they’re basically making that

Kevin D. St.Clergy (11:01.933)

you

Kevin D. St.Clergy (11:22.285)

.

John Jantsch (11:28.686)

decision, if you will, that blame based on what data they can see or what data they think they have and that data is we’re not growing.

Kevin D. St.Clergy (11:32.066)

Yeah.

Kevin D. St.Clergy (11:39.342)

Yeah, so they, I mean, we call it the three fatal falls of blind blaming. So the first one, we have these cognitive biases, John, that you’re well aware of, because I’ve been following you for years, and you’ve helped me a lot over my career, so I could say thank you in person, by the way. But.

John Jantsch (11:51.799)

You

Kevin D. St.Clergy (11:53.838)

I think the first fatal flaw is there’s this thing called availability bias. And these cognitive biases are there to help us make decisions quicker and do things better and faster, but they can be getting away and hinder our success as well. And the first one is called availability bias, which means the first thing that pops into an entrepreneur’s head about what’s wrong with their marketing, that’s it. It’s got to be their agency and the people that have agencies that are working with customers. Cause I had a marketing agency for 17 years. I know the scars. I’ve got the deep wounds. For those of you who do choose to read the book, you’ll see those wounds in the, in the book with some of my

examples. But once they do that then the next fatal flaw comes into play where it’s confirmation bias. They become a treasure hunter to prove themselves right and they start looking for data to back that up. Well I’m definitely slow. It was my slowest month ever and I wasn’t slow before I hired you guys so it’s your fault.

And so then finally, you’re too busy looking at the wrong problem, you can’t focus on the right solutions. So that’s the third fatal flaw. So what we do though is, especially for like agencies, when working with agencies, I just share with them what we did when we changed our whole model from just providing digital marketing services to a business growth company and started including coaching, because I was getting so frustrated and so angry of generating leads and then them not converting those leads to appointments. And so we created Front Desk Academy.

Then I was getting really frustrated because we were putting the leads in front of them and then they weren’t closing them. And of course it’s still our fault. Couldn’t be them, it’s not their sales process, not another sales training. I had a recent customer and she said this online out loud to everyone that when I mentioned that we really need to work on your sales process, she started crying. So it was, I was like, I didn’t want to make you cry. I said, no, it’s not you, you’re right, I need to fix this. So.

I think what agencies need to do is they need to pivot a little bit and they need to start looking at the results that they get and what it really does. Because people, don’t think people want to sign up for more marketing. They don’t want to spend money on marketing. What they want is to make more money, grow their business and have more of an impact.

Kevin D. St.Clergy (13:47.534)

And that’s the change we made in 2018. When we became a business development company that provided digital marketing services, and no matter what they did with us, we would help them grow. Because let’s face it, you’ve done this, John, some marketing works, some doesn’t. Some digital marketing takes months to get going. But what we did is we developed a business assessment to help them identify holes in their bucket, and then we helped them fill it. So weekly, we were coaching them for the first eight to 10 weeks they were on board with us, where a lot of people got a return on their investment before we even started their marketing, before it got going.

John Jantsch (14:17.412)

Yes.

Kevin D. St.Clergy (14:17.665)

That’s when we quadrupled the size of our company. We did really well. We weren’t even looking to sell. Our broker came to us and said, look, I think your business is worth this. And we started laughing. And then he got that. So it was kind of a blessed day. Anyway, I hope that answers your question in a good way.

John Jantsch (14:21.924)

Yes.

John Jantsch (14:29.242)

Yeah, no, absolutely. That’s really where we’ve been for years. mean, the only thing when people engage us, it’s not to do their marketing, it’s to do what we call strategy first, which is a very set engagement that has set deliverables that we work on their business objectives first. We work on the founder and finding where they’re getting in the way. and I tell you from a marketing standpoint, it changes the whole relationship too.

in day one not seen as a vendor. We’re seen as a trusted advisor and all the other stuff we want to recommend, they’re like bring it on because you’ve changed the relationship.

Kevin D. St.Clergy (15:01.046)

Yeah.

Kevin D. St.Clergy (15:09.279)

Yeah, and I love it. Yeah, because you’ve become a partner and when somebody comes in with a lower price, they’re like, yeah, but I lose John and his team. That’s what we learned. We just did it. The story is in my book as well. But yeah, I agree. And I love that you’re doing that.

John Jantsch (15:13.433)

Yes.

John Jantsch (15:16.761)

Yeah.

John Jantsch (15:23.62)

So symptom fixing versus root cause thinking. How do you get people, most people are in symptom, you know, this hurts, you know, how do I fix it? How do you get people to start thinking way beyond the symptom to, you know, wellness, if you will, if we’re going to use the analogy.

Kevin D. St.Clergy (15:41.174)

Yeah, so back to that. We teach them the process. We teach them how to move beyond blind blaming with making them aware that blind blaming exists and they’re suffering from it. Then we take them through the RCD method, but a lot of times they don’t really know how to dig a little deeper. So we’ve been really big on if we’re working with coaches or agencies, helping them develop an assessment that does go deeper.

And then that’s how we identify things. We have them take a small assessment that helps them step out of the box and take a look at the way they’re doing things. For some reason, I mean, when I used to do it in person, it worked okay, but when they have them do the assessment and they see the results with the AI stuff we have today, it’s made a huge difference. And they’re like, man, I knew exactly when I went through this assessment what’s really going on.

And now it just helps my coaching go a lot faster. Don’t know why I’m not, I don’t, it was just something that I learned to do at a conference and we started using it and then we started teaching our clients to do the same and they’re seeing the same thing. So having an assessment that helps them step out of the box and look at the way they’re doing things to identify some other things it can be is one of the first things. But a lot of times just if you’re working with a good coach like yourself, who’s got a lot of experience and you’ve seen the same mistakes that entrepreneurs make every other day when it comes to their marketing, we know.

Cause I love it when people tell me like, well, I definitely need to rebuild my website. And I always ask why. Look, I had a digital marketing. My company’s job was to produce some doubt so that you would switch to us. But I always instructed our practice advisors as we called them, cause we were in the medical field to ask them how many leads a month before you switch and come to us, how many leads a month are you going? And you can probably guess what we got, John. What do you mean?

John Jantsch (17:16.922)

One, two, yeah. Yeah, well, that’s true.

Kevin D. St.Clergy (17:18.253)

I have no idea. No, most of time it was like, I don’t know. I just know I need to switch because my business is down. And then sometimes we wouldn’t let people come on board. like, listen, no offense. I’d love to earn your business, but you’re getting like 30 leads a month from your current marketing company. I don’t think you have a problem with this. And we used to secret shop their clinics before we’d get on the phone with them. I like, listen, your problem is your front desk. In fact, you know, when we said how much are your hearing aids, she said they can be as much as $7,000, but you probably won’t need those. Great script.

No, they would hang up and go away. And I said, guess who scored worse on these secret shopper calls? Do you think it was the front desk or the owner? The owner. They’re the worst. So anyway, that’s, that’s some of the things that we do is help them step out of the box and take a look at other things.

John Jantsch (17:52.922)

Yeah.

John Jantsch (18:00.1)

So, I mean, you’re in the personal coaching mindset space. So you probably quite naturally get, mean, some of your engagements probably get personal pretty fast. and I think, what I think is interesting about that and where there’s, see a lot of resistance, particularly from service providers. It’s like, I’m just here to do this, you know? but what I’ve seen is that I think what people are craving now, just what you said, they don’t want.

more marketing stuff. They don’t, you know, they don’t want to basically go, I mean, I can’t tell you how many times I’ve talked to somebody and they’ve had like five agencies and they’ve all done the same thing. You know, it’s like you’re hiring them to do the same thing. You know, what did you, what did you expect? And, and what I think people are craving today more than ever is transformation. Um, and I think that we have a real opportunity as service providers or whatever we want to call it to actually go so much deeper and help them evolve.

Kevin D. St.Clergy (18:39.021)

yeah.

Kevin D. St.Clergy (18:42.519)

Yeah.

John Jantsch (18:58.552)

not just as a business, but as a person. And that’s a space that I think is wide open, quite frankly, in the marketing world.

Kevin D. St.Clergy (19:05.229)

Yeah, I agree because we, as I said, we found that we in our big masterminds where we charge 25 and 50 grand a year. It’s very interesting to me to go from a digital marketing company charge of $900 a month.

John Jantsch (19:15.63)

Yeah, right.

Kevin D. St.Clergy (19:17.549)

and having this, have you done for me today to 25 and 50 and then soon to be $100,000 level and have people go, I can’t believe this, you changed my life. I can’t wait for next year. Let’s, they’re re-upping. We have a 90 % up rate, re-up rate at the end of the year. It’s fascinating to me because we changed the way we focus. We talked about that transformation and what’s happened with other clients. So yeah, totally with you. And it’s, it’s just amazing to me. If we can get more agencies to focus on that transformation, John, uh, cause that’s what we just trademarked heck out of this, but we call our program M3 Mastery from Trans

John Jantsch (19:34.852)

Yeah.

John Jantsch (19:39.46)

Peace.

Kevin D. St.Clergy (19:47.456)

transactional to transformational and that was my big lesson when we really focused on Getting some transformation in their business not just what we did or the service provide That would that made a huge difference and sometimes as you said We’d find that the owner has a health problem that when I am diagnosed for years Like just recently we had somebody who has a very large eight figure a year of business, but she was miserable I was like, long has it she been to the doctor? She’s about 43. So she’s getting up to you know in that age She’s like, you know, I read your book and I’ve got an appointment

John Jantsch (19:49.38)

Nice.

John Jantsch (20:13.742)

Yeah, yeah.

Kevin D. St.Clergy (20:16.981)

And so she came back and she’s like, my God, my testosterone is low and I had no idea. It’s been that way for years. My doctor never run the test. And once we got that fixed, she exploded. Her team culture completely changed. Everything came into place where the coaching finally started working. Cause she was getting frustrated with me and I’m like, look, I think there’s something else going on that you’re missing. Let’s go back to that assessment. Cause we look at five different areas. We look at their health, we look at their purpose. We look at their relationships, not necessarily their personal relationships with the people, how they react with people.

John Jantsch (20:22.468)

Hmm.

John Jantsch (20:32.985)

Hmph.

Kevin D. St.Clergy (20:46.895)

people at work and a few other things like a growth mindset versus a fixed mindset and then we make sure they have the right resources and usually in those five areas it’s not about finding one thing in each area John it’s about finding that one thing and for her it was low testosterone which is something that I went through a couple years ago so I put in the book.

John Jantsch (20:46.906)

Sure.

John Jantsch (21:00.396)

Yeah. Yeah, that’s funny. Well, Kevin, I appreciate you taking a moment, a few moments to share with our audience. Is there someplace you’d invite people to find out more about your work and certainly get a copy of the book?

Kevin D. St.Clergy (21:12.011)

Yeah, you bet. Yes, sir. I always recommend people go to the website blindblaming.com.

We have for 15 bucks, have all four copies of the book that you can get plus a bunch of bonuses. It’s just a great way to get in our funnel and you’ll get invites to some of the challenges and things like that that we do as well. So blindblaming.com is the best place to go and just from the feedback I’ve got the last couple of years on the book, the book. You can listen to it whether it’s audio, PDF, or if you’re a book book person like I am because I’m older, you can get all four copies and I think it’ll change your life.

John Jantsch (21:42.854)

I appreciate it. And again, hopefully we’ll run into one of these days when we’re out there on the road. In fact, I’m going to be in Austin.

Kevin D. St.Clergy (21:51.38)

great, I’d love to see you. Yeah, come up to the compound. We’d love to have you. So we got indoor golf, we got a garage, Mahal, we got a casino, we got a wine cellar. So we got some fun up here. Come see me.

John Jantsch (21:51.537)

maybe I’ll stop by.

John Jantsch (00:01.651)

So what if the real opportunity with AI is not replacing human creativity but expanding it by turning entrepreneurs into better editors, directors, and decision makers? Hello and welcome to another episode of the Duck Tape Marketing Podcast. This is John Jantsch. My guest today is Jon Benson. He’s a copywriter, entrepreneur, and AI pioneer best known for creating the video sales letter, one of those terms that people just use like it’s been around forever.

A format that shapes modern digital marketing. is long centered on ethical persuasion and authentic connection. And more recently, he developed BNSN, an AI platform trained on high converting campaigns for small businesses. So John, welcome to the show.

Jon Benson (00:29.9)

Yeah.

Jon Benson (00:47.212)

Hey, John. Thanks for having me.

John Jantsch (00:49.585)

So let’s, I assume you have to do this a little bit of your time when you go on shows like this, but the term VSL, you know, is kind of entered the, the marketing vernacular. Talk to me a little bit about, I’ve been doing this for 30 years. That was probably 12, 15 years ago, really, when that kind of burst on the scene as an innovation. You want to talk a little bit about what that’s done to your trajectory, I suppose.

Jon Benson (00:55.202)

Mm-hmm. Yeah. yeah.

Jon Benson (01:02.04)

Mm-hmm.

Jon Benson (01:16.216)

Yeah, believe it or not, it’s 20 years old this year. So 2006. Yeah. Yeah. Crazy. It’s, mean, it was, it, yeah, everything changed that the, day that happened, the 30 days later, everything changed from my offer that I did it for, you know, we went from like struggling onto my second book that I wrote in, in fitness and then went to a million dollars.

John Jantsch (01:18.537)

20 years, okay.

Jon Benson (01:39.886)

a week and a month rather in traffic cost, you people buying that kind of money and going up to even higher than that. So it was crazy. And then, and then all of people started calling me and asking me to write VSLs for them. And I’m not, I wasn’t a copywriter. that’s not, never been my claim to fame until after this happened. And then I had to get good at writing copy. So that’s what happened.

John Jantsch (02:01.939)

That’s funny. So you said you had written a book about gym ownership? Is that what you said?

Jon Benson (02:10.663)

I’ve written six books in fitness, so weight loss, fitness, bodybuilding, yeah, so that whole thing has been a passion.

John Jantsch (02:12.947)

Fitness, fitness, okay. Okay, so are you one of those people that that was your passion and you just had to learn how to do marketing? And so this whole idea of studying persuasion and conversion and innovation, is that something that was really just picked up because you’re like, I better get good at that?

Jon Benson (02:24.748)

Yeah.

Jon Benson (02:34.478)

It was picked up specifically for copywriting, yes, but I studied persuasion in college. Actually, I was studying MLP in college. I was fascinated by how you can basically get people to listen to you and hear what you’re actually trying to communicate and motivate them to make changes based on things that you believe at least are good for them. So you’re not trying to manipulate them. You’re just trying to motivate them. And I was always into like, how can I motivate and connect with people deeper? So I studied the MLP back then, way back then.

John Jantsch (02:39.731)

Mm.

Jon Benson (03:03.22)

and mail order course from, from Bandler. And that got me into Tony Robbins and that led me into even deeper persuasion issues. And, and just was always really fascinated by it. And that led to me being into the advertising world. And that would, that led eventually to writing a book with it. Yeah. I actually would have the book thing came about because I’d always been passionate about, bodybuilding and fitness and things like that growing up and athlete. I was an athlete most of my life. And then

ended up sedentary and got ended up obese in my late 20s and early 30s. I had 50 inch waist and had a heart attack at 38. So I was like, it was like a train wreck of health. And that got me back into it. So that’s the Fit Over 40 book was written based on that, on turning that around. And then I interviewed a bunch of other people because I didn’t think I was enough for a book. So I did 52 people that did the same.

John Jantsch (03:55.283)

So I’m curious, this is a question, unfortunately, I feel like I’m asking almost every guest these days, but how has AI changed that element of copywriting for good or bad?

Jon Benson (04:00.942)

It’s

Jon Benson (04:08.494)

So my goal with AI and copywriting, I’ve been doing copywriting software since 2010. So this is going to date me a lot, but in AI, in early nascent AI in 2017 and working with early LLMs in 2019. So very, very, very early into this thing and trying to convince everybody, this was the thing that we wanted to do. And the reason why is because I was, I had these courses that I would teach people how to write VSOs and I knew how hard it was for me to learn all the copywriting in and outs and

and develop my own style, which I did. And I said, well, what, what if I could have software that would do it for them? And the average business owner doesn’t have time to do that. They just want the copy that converts. So I’ve seen it from 15 years away going, I know this is going to happen eventually. And so we decided that the software is pronounced Benson. That’s not my last name. It’s just my last name without the vowels. And, and yeah, yeah, but it’s, cool that you can spell it out. That’s all right. and so we did Benson originally, it was going to be called,

John Jantsch (04:56.529)

okay. Not BNSM like I butchered it, okay?

Jon Benson (05:06.35)

It was going to, because it was the first AI to actually write a long form VSL. And I was working with, with Jasper at the time they were called Jarvis, but I was the first guy in the copywriter to train anything on an LLM. And they ended up with a 62nd VSL out of all the training. I think, yeah, I think we can do this in a different way. And we ended up being, you know, having a 7,000 word VSL come out of our AI and it sounded like a real VSL.

John Jantsch (05:14.729)

Sure, yeah.

Jon Benson (05:32.663)

It didn’t sound like chat, GBT, it didn’t sound like Claude, it sounded like a real VSL. And so that was our claim to fame. And since then we just, of course got, we were very early into the agentic phase. So we’ve just gotten better and better at that. And so my goal was to replace myself. That’s what I wanted to do. I wanted to say, if I can, if I can use this to write a VSL, which I have, sells pages for my own stuff, which I have, then I know that it’s going to be good enough to, for prime time. And that was the, that was the goal to do. yeah.

John Jantsch (06:02.549)

So talk to, obviously we’ve got more to explore in AI, but talk to me a little bit about the VSL itself. mean, it has become very mainstream. I mean, you hear people talk about it, whether they know what it is or not. They talk about it as part of their funnel, you know, today. So is it overdone? I mean, is it over?

Jon Benson (06:06.094)

Mm-hmm.

Jon Benson (06:10.316)

Mm. Yep.

yeah.

Jon Benson (06:21.806)

Yeah, every year I hear that I’ve heard that for 20 years. So it literally 20 years. So the first year I came out with it and said, Oh, it’s already and then Ryan Dias, who’s a good friend of mine made the mistake of saying when he came out and promoted his own little mini VSO course and he later gave me credit for which was really nice of him and everything. But he said, Oh, sales letters are dead. You’ll never do another sales. And I’m like, dude, I’ve never said that, you know, I think everything works if you let it and VSO is just happened to keep on working and they just ask, ask Agora.

John Jantsch (06:24.157)

Yeah. Yeah. Yeah.

Jon Benson (06:51.022)

They work. I mean, yeah, they work. They work really well and now people are using BSLs in feed So you’ve got the meta ads that are basically short BSLs that use the same psychology Just compressed into five two to five minutes. So we’ve been doing that for 15 years as well So yeah, and then they go to a longer BSL So they they still work just as sales pages work just as webinars can work everything can work It just depends on what you’re wanting to sell and how you’re and how you approach it But the words are the consistent thing

So if the words aren’t there, if the words don’t reflect an actual human underneath it, people sense it a mile away, which was our goal with Benson was to create humanized AI. How do we do this? How do we create AI that doesn’t sound robotic? It doesn’t sound like, you know, chat GPT writing an email, it’s asking a rhetorical question. And the very first sentence, you know, this kind of really bad AI copy that we see all the time. How do we do this and actually sound like a real A-list copywriter? And that was, that’s been our focus for three and a half years now.

John Jantsch (07:20.456)

Yeah.

John Jantsch (07:48.413)

You know, initially the large innovation was that it was not a talking head on video. It was the words. Is that a key component of it?

Jon Benson (07:56.174)

Mm-hmm.

Jon Benson (08:01.113)

You know, it depends on what you’re trying to sell. We have seen split tests with video beating words only, and we’ve seen words only beat video. It really depends on what it is. And what works today, a year from now, will be something you want to reverse. So for a while there was like my friend Craig who writes for Golden Hippo, and he’s done amazingly well building a billion dollar company from, he’s an amazing writer. But he was one of the first guys working with Gundry to do a lot of video.

on the front end of a VSL, but talking to him behind the scenes, so to say, we know that it’s still like a Google Doc and the words are everything. So he slaves over the words, man, getting the words just right. So all the video in the world is not gonna save you if your words suck. It just isn’t gonna happen. So the words are still the most important.

John Jantsch (08:46.077)

Yeah, yeah, yeah.

So one of the knocks on AI, of course, is it’s made it very easy for people to create really crappy content. you see it all the time now, right? It’s like volumes of really bad content. So why can’t people create better content? What’s the mistake they’re making? Is it simply just a matter of being lazy?

Jon Benson (08:54.831)

Yeah, yeah.

Yeah.

Yeah.

Jon Benson (09:11.983)

No, it’s the matter of the LLMs or the in our case, it’s the agents not knowing you. And this is where it gets a little bit a little bit hairy for people, because there has to be an element of your personality that’s OK to be known. as the same thing would be true if you went and hired me as a copywriter. Like I would ask you if you had an offer and you wanted to whatever your offer would be. I would start asking you lots of questions that you probably don’t think is related to your offer.

John Jantsch (09:19.719)

Yeah, yeah,

Jon Benson (09:40.336)

Now I’m not talking about like when asking all these really intensive personal questions, but I want to know what your values are. I want to know where you stand. Who do you want to attract as customers? What are you against? What are you not just what the, what the product does? Cause the product or the offer, whatever it does, I that’s, that’s not that difficult. Um, what’s difficult is to make that story resonate with people that will automatically hear and go, Oh, that sounds like something that I can automatically relate to. And that’s what a really good copy. does. We don’t try to sell people that are

not interested or just completely need to go from a level one to a level five awareness, that’s really not what we wanna do. We wanna target people that are already there, because you got plenty of people like that, but if you write, if you go into a chat or clod or whatever and you say, write me an email or write me an ad or rep me a VSO, and they don’t know who you are, they don’t have a good feel of your words, feel of your personality, it’s gonna write stuff that’s schlocky, because it’s trained on the internet. So if you just think about this for a moment, and everyone listening to me will get this,

John Jantsch (10:35.294)

Yeah, yeah.

Jon Benson (10:39.043)

It’s like, can you imagine training anyone to do anything by telling them, go read the internet and get back to me tomorrow? That’s what we’ve done with LLMs, right? It’s like, well, that’s going to give you a lot of knowledge, but most of it sucks. mean, so most of what’s out there in copy is terrible. So it’s learning models have been terrible. So that’s why specialty AI is like ours and in our, in our industry, you have to have it to where the people that know what they’re doing actually trained individual.

John Jantsch (10:46.665)

Right.

Jon Benson (11:06.487)

in our cases, agents that use not one LLM, but a dozen, you know, can use as many as we need one model rather, but you know, doesn’t whatever models are we know are going to be the best ones for the right tasks. So that takes that. And then what we do is a little different. We ask people to go through an assessment to figure out what are their values? Where do they stand? Who are the people they want to attract? And how do they want their their words to appear? So we take care of the persuasion element, but also we see that with the words and phrases that

John Jantsch (11:14.739)

Yeah, yeah.

John Jantsch (11:25.885)

Mm.

Jon Benson (11:35.681)

are closer to who they are as a person. So it starts feeling more human. It’s important.

John Jantsch (11:40.457)

Yeah, it’s interesting. know as we’ve worked with clients, you know, a lot of them have a fairly large body of work of them talking about things, explaining their products, being who they are. And that element, you know, allows you to build that voice or that brand. But then there is a technical framework element to it as well, isn’t it?

Jon Benson (11:58.348)

yeah, totally. mean, if you go too far outside that framework, you’re going to lose a lot of the things that we already know work so well, persuasion wise. So the goal is not to try to convince somebody of something, it’s to compel them to take action on what they already hold valuable. So all you’re doing is aligning your offer with what they already hold to be valuable. And that’s the skill of copywriting. that’s something that AI is, I think, obviously I’m biased.

John Jantsch (12:05.639)

Yeah. Yeah.

Jon Benson (12:27.481)

So I’m gonna say we’re kind of the exception, but AI in general has gotten a little better at this. I’d like to think we’ve led some of the way in that, to getting to where there’s more of that human element involved.

John Jantsch (12:39.091)

So talk a little bit about that because there’s certainly a lot of people, creatives in particular, that have felt like they have this special sauce, this special talent to create that content, to create beauty, to create things. And maybe AI has kind of taken that. I mean, it’s eventually going to get good at doing video and graphics and things. So where is the human element, know, remain?

Jon Benson (12:57.314)

Mm-hmm.

Yeah, yeah.

So think of it as like, I look at it as the difference between using a hammer and using a jackhammer or something that’s a powered hammer, right? It’s a pneumonic hammer or whatever they call those automatic hammers. So you’ve got an automatic hammer and there’s a skill to hitting a nail with a hammer, right? The question is, as a carpenter, is that really what you want to be known for is I strike a nail head perfectly with a hammer every single time.

Or if you could have that done for you instantaneously with something that just tapped it in, what would you do with the time that you have left now? You would probably spend that doing the creative portion of things and like, I can do this, I can build this. And this is what the same thing is true of AI and copywriters. It’s like, we’re not trying to put people out of business. We’re giving them the ultimate power tools. So a lot of the grunt work, a lot of the research, a lot of the structure you don’t have to worry about. Then you can go in and finesse it.

and everything sounds so much better when you do that. We want people to do that. there’s still a knowledge factor that I think that copywriters need to have. And sure, some people do use tools like Vinson. They just don’t think about it. They click a few buttons and they go, because it works. But the copywriters, they want to put their signature on it. And this just gives you the ultimate way of doing that. It’s like hiring the best ghostwriter you can think of. So if I hired a copywriter to write something for me and they sent it back and I read it, went, wow, that’s just freaking fantastic.

Jon Benson (14:26.768)

then I could find these little bitty things in there that I only know or that I primarily know. And then I’m gonna go, oh, you I’m gonna change this over here. And then I might find a creative thing that he said or she said that I wouldn’t have thought of. And that now becomes a campaign. My mind goes, oh, wow, I didn’t think about that. I can turn this into a campaign. Well, that’s not AI, that’s me, right? So if the AI wrote it or a human wrote it, wouldn’t matter. And so that’s what we do that’s a little different because we coach people live once a week so that we can help inspire them to.

Use the words that are coming out and how can we use it to help market their business more effectively.

John Jantsch (15:01.011)

So I think one of the areas that obviously is a breakthrough is in testing. Obviously, any copywriter worth their salt is like, I think this is good, but let’s test it, right? And now we can test 200 versions for not much more time than it took us to create that one beautiful one. What do you think that that is going to ultimately do in terms of people’s effectiveness?

Jon Benson (15:07.088)

Mm-hmm.

Jon Benson (15:15.087)

Right.

Jon Benson (15:26.992)

If people knew what the guys that are making hundreds of millions of dollars at this stuff do, if you knew the amount of testing that went into it, most people would just give up. would stop. I’ll give you an example. I have a good friend of mine that is the top of their industry on meta and they flew out to meet the actual real meta heads of ads because there’s the ones that they give people and there were ones that give these people.

You know, they give them $100,000 to spend just to play with just because we want to see what your new creative team can do. They will run 800 ads at a time in any given month. They’re running 800 versions of an ad. So there’s just no way to do that effectively without AI. that’s when they were the early adopters to this. Now they can run those kinds of things. And it’s like, they can figure out what works and guess what? One or two might scale or three. It’s, it’s, doesn’t matter how good the writers are.

It’s like some hook, some angle may work and that angle if it works can just skyrocket a business. So I think it’s one of the best things about AI is the ability to split test leads of a sales letter or VSL, the split test, obviously campaigns and then add campaigns and things like that. It’s very helpful.

John Jantsch (16:37.907)

So you’ve spent a lot of time building a reputation about ethical persuasion, but it’s not a very far leap to go to things that are maybe not that ethical, right? To go from just what you talked about as getting people to do something that they want to do or that’s good for them and they just, they need to hear it, to manipulation. So, and I feel like

Jon Benson (16:43.12)

Mm-hmm.

Jon Benson (16:55.346)

yeah.

Jon Benson (17:01.796)

Right.

Right.

John Jantsch (17:07.503)

AI doesn’t really care in some cases. how do you, what are the guard rails that you really use to kind of stay within what, you you talked about beliefs, your beliefs.

Jon Benson (17:10.072)

Mm-mm. Mm-hmm.

Jon Benson (17:20.24)

Yeah, well the guardrails I use that we actually that’s a technical term and we use specific guardrails in our agents that are that when somebody sets up Benson correctly, we use it’s called a buyer alignment profile that we have people go through. In fact, I’m going to give it to your listeners for free that could go through that and get their buyer alignment, which is a 15 page report of the words and phrases you should use and not use. And that exactly fits that bill of that sets up guardrails. It’s like use this because I value X, Y and Z. What do the words of I

value X, Y, and Z translate to in copywriting lingo? Because it doesn’t mean like if I value freedom, you don’t want to use like, hey, since you love freedom as much as I do, then you’re going to love so and so shoes. That doesn’t make any sense, right? And so it’s just too hamfisted and heavy handed and all that stuff. So what phrases do people that love freedom as a core value? What usage would they use and what would they never say? And it’s what they would never say that the Garbrills of that. So in other words, that prevents the

John Jantsch (17:58.441)

All right.

Jon Benson (18:16.913)

AI from going over the balcony, so to say, when it comes down to overly persuasive language.

John Jantsch (18:23.251)

So for some of the folks that you’ve worked with, you’ve probably started to catalog kind some of the biggest mistakes people are doing, making right now using AI. Where do you see people really need to make a shift to make AI more effective for them?

Jon Benson (18:40.579)

it’s it to stop thinking of AI as the answer and start thinking of it as a tool is a huge step in the right direction. Also to train whatever AI you’re using. Ours is built to be trained, so it’s copy paste kind of thing. But if you’re going to use Claude or chat GPT or whatever, you need to be able to train it with who you are, what your values are, how what words or phrases to use, what not to use. And you’ll find that the memory on this is pretty short. So.

unless you know what you’re doing and then we can get into things like instances of open claw and the clawed code and all that stuff. That’s very technical and most people don’t want to go down that rabbit hole. mean, our guys go down that rabbit hole because we’re kind of geeky when it comes to that. But most people want just the best answers that they can without having to become a software engineer. so to do that, yeah, it’s a lot of knowledge. It’s a lot of like time to say, here’s who I am.

John Jantsch (19:08.713)

Mm.

John Jantsch (19:15.774)

Yeah.

John Jantsch (19:29.822)

me

Jon Benson (19:33.774)

And here’s what I want you to do. Now, you can do that to a limited degree in chat and cloud and tools like that. You can do it to a huge degree in our tool because we built it to do that. And that’s super important to get the language patterns down. But also, and this is the last thing I’ll say, but this is true of copywriting in general. So when people used to hire me, because I don’t write copy anymore. I’m solely focused on Benson. when people used to hire me, it was very expensive. I was like.

the probably the most expensive guy in the world for like five or 10 years. And they’re certainly one of the most expensive guys in the world. And they would hire me and I would give them a first draft of something like usually a BSL or a sales letter. And they would say, this doesn’t sound like me. go, yeah, I know. It’s because you suck. Yeah, you don’t want to sound like yourself, man. You really don’t. it’s and it’s like, I, I mean, that in kind of a funny way. It’s like you’re the copy they were writing was just terrible.

And so they were trying to make their terrible copy kind of polish, you know, a poly put, put lipstick on a pig’s episode. So you can’t do that. You have to like be able to understand some basic persuasion and then work in. And this is what I didn’t do when I was a pro when I was writing early days of copywriting work in their values. I figured this out later in my career. It’s like, I can work in their value statements and figure out what the words are. But that was just tons of research. We’d charge like 15, 20 grand just to do the research to figure out like

John Jantsch (20:33.415)

Mm-hmm.

Jon Benson (20:58.491)

What are the words we should use and shouldn’t use and phrases and all that stuff. And unless somebody came along that was like an identical client, we’d have to do that all the time. Now it’s automatic, which is fantastic.

John Jantsch (21:06.473)

Yeah. Yeah. Yeah. Well, John, I appreciate you dropping by the duct tape marketing podcast. Is there someplace you mentioned that you had a gift you wanted to invite people? And obviously I’d love to know where they can find out more about Benson.

Jon Benson (21:15.471)

Yeah. Yeah. Sure. If you go to free buyer profile.com, that’s free buyer profile.com. You can take our buyer alignment profile, which will test to figure out your core values, help you figure them out. We use a lot of different standardized testing models in these questions. And in about 10 to 15 minutes, we’ll get you a report.

that you can use in your marketing that will tell you words and phrases that you should think about using and words and phrases you should definitely avoid. will give you all the NLP, all the magic sauce while still sounding like you and will also help elucidate what you already hold valuable and the people that

John Jantsch (21:53.481)

Great tool for training any AI tool, suspect, that you’re going to use. Awesome. Well, again, I appreciate you dropping by. It’s freebuyerprofile.com and hopefully we’ll run into you one of these days out there on the road,

Jon Benson (21:57.125)

Yeah, definitely. Yeah.

Hmm.

Mm-hmm.

Thank you, John. I appreciate the time.

John Jantsch (00:01.651)

So what if the real opportunity with AI is not replacing human creativity but expanding it by turning entrepreneurs into better editors, directors, and decision makers? Hello and welcome to another episode of the Duck Tape Marketing Podcast. This is John Jantsch. My guest today is Jon Benson. He’s a copywriter, entrepreneur, and AI pioneer best known for creating the video sales letter, one of those terms that people just use like it’s been around forever.

A format that shapes modern digital marketing. is long centered on ethical persuasion and authentic connection. And more recently, he developed BNSN, an AI platform trained on high converting campaigns for small businesses. So John, welcome to the show.

Jon Benson (00:29.9)

Yeah.

Jon Benson (00:47.212)

Hey, John. Thanks for having me.

John Jantsch (00:49.585)

So let’s, I assume you have to do this a little bit of your time when you go on shows like this, but the term VSL, you know, is kind of entered the, the marketing vernacular. Talk to me a little bit about, I’ve been doing this for 30 years. That was probably 12, 15 years ago, really, when that kind of burst on the scene as an innovation. You want to talk a little bit about what that’s done to your trajectory, I suppose.

Jon Benson (00:55.202)

Mm-hmm. Yeah. yeah.

Jon Benson (01:02.04)

Mm-hmm.

Jon Benson (01:16.216)

Yeah, believe it or not, it’s 20 years old this year. So 2006. Yeah. Yeah. Crazy. It’s, mean, it was, it, yeah, everything changed that the, day that happened, the 30 days later, everything changed from my offer that I did it for, you know, we went from like struggling onto my second book that I wrote in, in fitness and then went to a million dollars.

John Jantsch (01:18.537)

20 years, okay.

Jon Benson (01:39.886)

a week and a month rather in traffic cost, you people buying that kind of money and going up to even higher than that. So it was crazy. And then, and then all of people started calling me and asking me to write VSLs for them. And I’m not, I wasn’t a copywriter. that’s not, never been my claim to fame until after this happened. And then I had to get good at writing copy. So that’s what happened.

John Jantsch (02:01.939)

That’s funny. So you said you had written a book about gym ownership? Is that what you said?

Jon Benson (02:10.663)

I’ve written six books in fitness, so weight loss, fitness, bodybuilding, yeah, so that whole thing has been a passion.

John Jantsch (02:12.947)

Fitness, fitness, okay. Okay, so are you one of those people that that was your passion and you just had to learn how to do marketing? And so this whole idea of studying persuasion and conversion and innovation, is that something that was really just picked up because you’re like, I better get good at that?

Jon Benson (02:24.748)

Yeah.

Jon Benson (02:34.478)

It was picked up specifically for copywriting, yes, but I studied persuasion in college. Actually, I was studying MLP in college. I was fascinated by how you can basically get people to listen to you and hear what you’re actually trying to communicate and motivate them to make changes based on things that you believe at least are good for them. So you’re not trying to manipulate them. You’re just trying to motivate them. And I was always into like, how can I motivate and connect with people deeper? So I studied the MLP back then, way back then.

John Jantsch (02:39.731)

Mm.

Jon Benson (03:03.22)

and mail order course from, from Bandler. And that got me into Tony Robbins and that led me into even deeper persuasion issues. And, and just was always really fascinated by it. And that led to me being into the advertising world. And that would, that led eventually to writing a book with it. Yeah. I actually would have the book thing came about because I’d always been passionate about, bodybuilding and fitness and things like that growing up and athlete. I was an athlete most of my life. And then

ended up sedentary and got ended up obese in my late 20s and early 30s. I had 50 inch waist and had a heart attack at 38. So I was like, it was like a train wreck of health. And that got me back into it. So that’s the Fit Over 40 book was written based on that, on turning that around. And then I interviewed a bunch of other people because I didn’t think I was enough for a book. So I did 52 people that did the same.

John Jantsch (03:55.283)

So I’m curious, this is a question, unfortunately, I feel like I’m asking almost every guest these days, but how has AI changed that element of copywriting for good or bad?

Jon Benson (04:00.942)

It’s

Jon Benson (04:08.494)

So my goal with AI and copywriting, I’ve been doing copywriting software since 2010. So this is going to date me a lot, but in AI, in early nascent AI in 2017 and working with early LLMs in 2019. So very, very, very early into this thing and trying to convince everybody, this was the thing that we wanted to do. And the reason why is because I was, I had these courses that I would teach people how to write VSOs and I knew how hard it was for me to learn all the copywriting in and outs and

and develop my own style, which I did. And I said, well, what, what if I could have software that would do it for them? And the average business owner doesn’t have time to do that. They just want the copy that converts. So I’ve seen it from 15 years away going, I know this is going to happen eventually. And so we decided that the software is pronounced Benson. That’s not my last name. It’s just my last name without the vowels. And, and yeah, yeah, but it’s, cool that you can spell it out. That’s all right. and so we did Benson originally, it was going to be called,

John Jantsch (04:56.529)

okay. Not BNSM like I butchered it, okay?

Jon Benson (05:06.35)

It was going to, because it was the first AI to actually write a long form VSL. And I was working with, with Jasper at the time they were called Jarvis, but I was the first guy in the copywriter to train anything on an LLM. And they ended up with a 62nd VSL out of all the training. I think, yeah, I think we can do this in a different way. And we ended up being, you know, having a 7,000 word VSL come out of our AI and it sounded like a real VSL.

John Jantsch (05:14.729)

Sure, yeah.

Jon Benson (05:32.663)

It didn’t sound like chat, GBT, it didn’t sound like Claude, it sounded like a real VSL. And so that was our claim to fame. And since then we just, of course got, we were very early into the agentic phase. So we’ve just gotten better and better at that. And so my goal was to replace myself. That’s what I wanted to do. I wanted to say, if I can, if I can use this to write a VSL, which I have, sells pages for my own stuff, which I have, then I know that it’s going to be good enough to, for prime time. And that was the, that was the goal to do. yeah.

John Jantsch (06:02.549)

So talk to, obviously we’ve got more to explore in AI, but talk to me a little bit about the VSL itself. mean, it has become very mainstream. I mean, you hear people talk about it, whether they know what it is or not. They talk about it as part of their funnel, you know, today. So is it overdone? I mean, is it over?

Jon Benson (06:06.094)

Mm-hmm.

Jon Benson (06:10.316)

Mm. Yep.

yeah.

Jon Benson (06:21.806)

Yeah, every year I hear that I’ve heard that for 20 years. So it literally 20 years. So the first year I came out with it and said, Oh, it’s already and then Ryan Dias, who’s a good friend of mine made the mistake of saying when he came out and promoted his own little mini VSO course and he later gave me credit for which was really nice of him and everything. But he said, Oh, sales letters are dead. You’ll never do another sales. And I’m like, dude, I’ve never said that, you know, I think everything works if you let it and VSO is just happened to keep on working and they just ask, ask Agora.

John Jantsch (06:24.157)

Yeah. Yeah. Yeah.

Jon Benson (06:51.022)

They work. I mean, yeah, they work. They work really well and now people are using BSLs in feed So you’ve got the meta ads that are basically short BSLs that use the same psychology Just compressed into five two to five minutes. So we’ve been doing that for 15 years as well So yeah, and then they go to a longer BSL So they they still work just as sales pages work just as webinars can work everything can work It just depends on what you’re wanting to sell and how you’re and how you approach it But the words are the consistent thing

So if the words aren’t there, if the words don’t reflect an actual human underneath it, people sense it a mile away, which was our goal with Benson was to create humanized AI. How do we do this? How do we create AI that doesn’t sound robotic? It doesn’t sound like, you know, chat GPT writing an email, it’s asking a rhetorical question. And the very first sentence, you know, this kind of really bad AI copy that we see all the time. How do we do this and actually sound like a real A-list copywriter? And that was, that’s been our focus for three and a half years now.

John Jantsch (07:20.456)

Yeah.

John Jantsch (07:48.413)

You know, initially the large innovation was that it was not a talking head on video. It was the words. Is that a key component of it?

Jon Benson (07:56.174)

Mm-hmm.

Jon Benson (08:01.113)

You know, it depends on what you’re trying to sell. We have seen split tests with video beating words only, and we’ve seen words only beat video. It really depends on what it is. And what works today, a year from now, will be something you want to reverse. So for a while there was like my friend Craig who writes for Golden Hippo, and he’s done amazingly well building a billion dollar company from, he’s an amazing writer. But he was one of the first guys working with Gundry to do a lot of video.

on the front end of a VSL, but talking to him behind the scenes, so to say, we know that it’s still like a Google Doc and the words are everything. So he slaves over the words, man, getting the words just right. So all the video in the world is not gonna save you if your words suck. It just isn’t gonna happen. So the words are still the most important.

John Jantsch (08:46.077)

Yeah, yeah, yeah.

So one of the knocks on AI, of course, is it’s made it very easy for people to create really crappy content. you see it all the time now, right? It’s like volumes of really bad content. So why can’t people create better content? What’s the mistake they’re making? Is it simply just a matter of being lazy?

Jon Benson (08:54.831)

Yeah, yeah.

Yeah.

Yeah.

Jon Benson (09:11.983)

No, it’s the matter of the LLMs or the in our case, it’s the agents not knowing you. And this is where it gets a little bit a little bit hairy for people, because there has to be an element of your personality that’s OK to be known. as the same thing would be true if you went and hired me as a copywriter. Like I would ask you if you had an offer and you wanted to whatever your offer would be. I would start asking you lots of questions that you probably don’t think is related to your offer.

John Jantsch (09:19.719)

Yeah, yeah,

Jon Benson (09:40.336)

Now I’m not talking about like when asking all these really intensive personal questions, but I want to know what your values are. I want to know where you stand. Who do you want to attract as customers? What are you against? What are you not just what the, what the product does? Cause the product or the offer, whatever it does, I that’s, that’s not that difficult. Um, what’s difficult is to make that story resonate with people that will automatically hear and go, Oh, that sounds like something that I can automatically relate to. And that’s what a really good copy. does. We don’t try to sell people that are

not interested or just completely need to go from a level one to a level five awareness, that’s really not what we wanna do. We wanna target people that are already there, because you got plenty of people like that, but if you write, if you go into a chat or clod or whatever and you say, write me an email or write me an ad or rep me a VSO, and they don’t know who you are, they don’t have a good feel of your words, feel of your personality, it’s gonna write stuff that’s schlocky, because it’s trained on the internet. So if you just think about this for a moment, and everyone listening to me will get this,

John Jantsch (10:35.294)

Yeah, yeah.

Jon Benson (10:39.043)

It’s like, can you imagine training anyone to do anything by telling them, go read the internet and get back to me tomorrow? That’s what we’ve done with LLMs, right? It’s like, well, that’s going to give you a lot of knowledge, but most of it sucks. mean, so most of what’s out there in copy is terrible. So it’s learning models have been terrible. So that’s why specialty AI is like ours and in our, in our industry, you have to have it to where the people that know what they’re doing actually trained individual.

John Jantsch (10:46.665)

Right.

Jon Benson (11:06.487)

in our cases, agents that use not one LLM, but a dozen, you know, can use as many as we need one model rather, but you know, doesn’t whatever models are we know are going to be the best ones for the right tasks. So that takes that. And then what we do is a little different. We ask people to go through an assessment to figure out what are their values? Where do they stand? Who are the people they want to attract? And how do they want their their words to appear? So we take care of the persuasion element, but also we see that with the words and phrases that

John Jantsch (11:14.739)

Yeah, yeah.

John Jantsch (11:25.885)

Mm.

Jon Benson (11:35.681)

are closer to who they are as a person. So it starts feeling more human. It’s important.

John Jantsch (11:40.457)

Yeah, it’s interesting. know as we’ve worked with clients, you know, a lot of them have a fairly large body of work of them talking about things, explaining their products, being who they are. And that element, you know, allows you to build that voice or that brand. But then there is a technical framework element to it as well, isn’t it?

Jon Benson (11:58.348)

yeah, totally. mean, if you go too far outside that framework, you’re going to lose a lot of the things that we already know work so well, persuasion wise. So the goal is not to try to convince somebody of something, it’s to compel them to take action on what they already hold valuable. So all you’re doing is aligning your offer with what they already hold to be valuable. And that’s the skill of copywriting. that’s something that AI is, I think, obviously I’m biased.

John Jantsch (12:05.639)

Yeah. Yeah.

Jon Benson (12:27.481)

So I’m gonna say we’re kind of the exception, but AI in general has gotten a little better at this. I’d like to think we’ve led some of the way in that, to getting to where there’s more of that human element involved.

John Jantsch (12:39.091)

So talk a little bit about that because there’s certainly a lot of people, creatives in particular, that have felt like they have this special sauce, this special talent to create that content, to create beauty, to create things. And maybe AI has kind of taken that. I mean, it’s eventually going to get good at doing video and graphics and things. So where is the human element, know, remain?

Jon Benson (12:57.314)

Mm-hmm.

Yeah, yeah.

So think of it as like, I look at it as the difference between using a hammer and using a jackhammer or something that’s a powered hammer, right? It’s a pneumonic hammer or whatever they call those automatic hammers. So you’ve got an automatic hammer and there’s a skill to hitting a nail with a hammer, right? The question is, as a carpenter, is that really what you want to be known for is I strike a nail head perfectly with a hammer every single time.

Or if you could have that done for you instantaneously with something that just tapped it in, what would you do with the time that you have left now? You would probably spend that doing the creative portion of things and like, I can do this, I can build this. And this is what the same thing is true of AI and copywriters. It’s like, we’re not trying to put people out of business. We’re giving them the ultimate power tools. So a lot of the grunt work, a lot of the research, a lot of the structure you don’t have to worry about. Then you can go in and finesse it.

and everything sounds so much better when you do that. We want people to do that. there’s still a knowledge factor that I think that copywriters need to have. And sure, some people do use tools like Vinson. They just don’t think about it. They click a few buttons and they go, because it works. But the copywriters, they want to put their signature on it. And this just gives you the ultimate way of doing that. It’s like hiring the best ghostwriter you can think of. So if I hired a copywriter to write something for me and they sent it back and I read it, went, wow, that’s just freaking fantastic.

Jon Benson (14:26.768)

then I could find these little bitty things in there that I only know or that I primarily know. And then I’m gonna go, oh, you I’m gonna change this over here. And then I might find a creative thing that he said or she said that I wouldn’t have thought of. And that now becomes a campaign. My mind goes, oh, wow, I didn’t think about that. I can turn this into a campaign. Well, that’s not AI, that’s me, right? So if the AI wrote it or a human wrote it, wouldn’t matter. And so that’s what we do that’s a little different because we coach people live once a week so that we can help inspire them to.

Use the words that are coming out and how can we use it to help market their business more effectively.

John Jantsch (15:01.011)

So I think one of the areas that obviously is a breakthrough is in testing. Obviously, any copywriter worth their salt is like, I think this is good, but let’s test it, right? And now we can test 200 versions for not much more time than it took us to create that one beautiful one. What do you think that that is going to ultimately do in terms of people’s effectiveness?

Jon Benson (15:07.088)

Mm-hmm.

Jon Benson (15:15.087)

Right.

Jon Benson (15:26.992)

If people knew what the guys that are making hundreds of millions of dollars at this stuff do, if you knew the amount of testing that went into it, most people would just give up. would stop. I’ll give you an example. I have a good friend of mine that is the top of their industry on meta and they flew out to meet the actual real meta heads of ads because there’s the ones that they give people and there were ones that give these people.

You know, they give them $100,000 to spend just to play with just because we want to see what your new creative team can do. They will run 800 ads at a time in any given month. They’re running 800 versions of an ad. So there’s just no way to do that effectively without AI. that’s when they were the early adopters to this. Now they can run those kinds of things. And it’s like, they can figure out what works and guess what? One or two might scale or three. It’s, it’s, doesn’t matter how good the writers are.

It’s like some hook, some angle may work and that angle if it works can just skyrocket a business. So I think it’s one of the best things about AI is the ability to split test leads of a sales letter or VSL, the split test, obviously campaigns and then add campaigns and things like that. It’s very helpful.

John Jantsch (16:37.907)

So you’ve spent a lot of time building a reputation about ethical persuasion, but it’s not a very far leap to go to things that are maybe not that ethical, right? To go from just what you talked about as getting people to do something that they want to do or that’s good for them and they just, they need to hear it, to manipulation. So, and I feel like

Jon Benson (16:43.12)

Mm-hmm.

Jon Benson (16:55.346)

yeah.

Jon Benson (17:01.796)

Right.

Right.

John Jantsch (17:07.503)

AI doesn’t really care in some cases. how do you, what are the guard rails that you really use to kind of stay within what, you you talked about beliefs, your beliefs.

Jon Benson (17:10.072)

Mm-mm. Mm-hmm.

Jon Benson (17:20.24)

Yeah, well the guardrails I use that we actually that’s a technical term and we use specific guardrails in our agents that are that when somebody sets up Benson correctly, we use it’s called a buyer alignment profile that we have people go through. In fact, I’m going to give it to your listeners for free that could go through that and get their buyer alignment, which is a 15 page report of the words and phrases you should use and not use. And that exactly fits that bill of that sets up guardrails. It’s like use this because I value X, Y and Z. What do the words of I

value X, Y, and Z translate to in copywriting lingo? Because it doesn’t mean like if I value freedom, you don’t want to use like, hey, since you love freedom as much as I do, then you’re going to love so and so shoes. That doesn’t make any sense, right? And so it’s just too hamfisted and heavy handed and all that stuff. So what phrases do people that love freedom as a core value? What usage would they use and what would they never say? And it’s what they would never say that the Garbrills of that. So in other words, that prevents the

John Jantsch (17:58.441)

All right.

Jon Benson (18:16.913)

AI from going over the balcony, so to say, when it comes down to overly persuasive language.

John Jantsch (18:23.251)

So for some of the folks that you’ve worked with, you’ve probably started to catalog kind some of the biggest mistakes people are doing, making right now using AI. Where do you see people really need to make a shift to make AI more effective for them?

Jon Benson (18:40.579)

it’s it to stop thinking of AI as the answer and start thinking of it as a tool is a huge step in the right direction. Also to train whatever AI you’re using. Ours is built to be trained, so it’s copy paste kind of thing. But if you’re going to use Claude or chat GPT or whatever, you need to be able to train it with who you are, what your values are, how what words or phrases to use, what not to use. And you’ll find that the memory on this is pretty short. So.

unless you know what you’re doing and then we can get into things like instances of open claw and the clawed code and all that stuff. That’s very technical and most people don’t want to go down that rabbit hole. mean, our guys go down that rabbit hole because we’re kind of geeky when it comes to that. But most people want just the best answers that they can without having to become a software engineer. so to do that, yeah, it’s a lot of knowledge. It’s a lot of like time to say, here’s who I am.

John Jantsch (19:08.713)

Mm.

John Jantsch (19:15.774)

Yeah.

John Jantsch (19:29.822)

me

Jon Benson (19:33.774)

And here’s what I want you to do. Now, you can do that to a limited degree in chat and cloud and tools like that. You can do it to a huge degree in our tool because we built it to do that. And that’s super important to get the language patterns down. But also, and this is the last thing I’ll say, but this is true of copywriting in general. So when people used to hire me, because I don’t write copy anymore. I’m solely focused on Benson. when people used to hire me, it was very expensive. I was like.

the probably the most expensive guy in the world for like five or 10 years. And they’re certainly one of the most expensive guys in the world. And they would hire me and I would give them a first draft of something like usually a BSL or a sales letter. And they would say, this doesn’t sound like me. go, yeah, I know. It’s because you suck. Yeah, you don’t want to sound like yourself, man. You really don’t. it’s and it’s like, I, I mean, that in kind of a funny way. It’s like you’re the copy they were writing was just terrible.

And so they were trying to make their terrible copy kind of polish, you know, a poly put, put lipstick on a pig’s episode. So you can’t do that. You have to like be able to understand some basic persuasion and then work in. And this is what I didn’t do when I was a pro when I was writing early days of copywriting work in their values. I figured this out later in my career. It’s like, I can work in their value statements and figure out what the words are. But that was just tons of research. We’d charge like 15, 20 grand just to do the research to figure out like

John Jantsch (20:33.415)

Mm-hmm.

Jon Benson (20:58.491)

What are the words we should use and shouldn’t use and phrases and all that stuff. And unless somebody came along that was like an identical client, we’d have to do that all the time. Now it’s automatic, which is fantastic.

John Jantsch (21:06.473)

Yeah. Yeah. Yeah. Well, John, I appreciate you dropping by the duct tape marketing podcast. Is there someplace you mentioned that you had a gift you wanted to invite people? And obviously I’d love to know where they can find out more about Benson.

Jon Benson (21:15.471)

Yeah. Yeah. Sure. If you go to free buyer profile.com, that’s free buyer profile.com. You can take our buyer alignment profile, which will test to figure out your core values, help you figure them out. We use a lot of different standardized testing models in these questions. And in about 10 to 15 minutes, we’ll get you a report.

that you can use in your marketing that will tell you words and phrases that you should think about using and words and phrases you should definitely avoid. will give you all the NLP, all the magic sauce while still sounding like you and will also help elucidate what you already hold valuable and the people that

John Jantsch (21:53.481)

Great tool for training any AI tool, suspect, that you’re going to use. Awesome. Well, again, I appreciate you dropping by. It’s freebuyerprofile.com and hopefully we’ll run into you one of these days out there on the road,

Jon Benson (21:57.125)

Yeah, definitely. Yeah.

Hmm.

Mm-hmm.

Thank you, John. I appreciate the time.