May 19, 2025 • 32 mins
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Funnel hacking looks easy — but it almost never delivers real success. Seth Greene reveals the hidden reasons why copying tactics fails and what you actually need to grow your business for real. Tune in and learn what truly drives lasting growth.
If you think success is just one more funnel away, think again.
In this episode of the Business Growth Architect Show, I sit down with Seth Greene — best-selling author, podcast host, and founder of Market Domination LLC — to dismantle the myths that keep so many entrepreneurs stuck. Seth shares why most marketing strategies fail, how mindset trumps tactics, and why chasing the latest shiny object will never lead to lasting business growth.
Throughout our conversation, Seth explains something that resonates with me: working on your personal development is your ultimate growth strategy. Massive growth doesn’t mean hacking someone else’s funnel or spending $5 a day on Facebook ads hoping to beat the massive pay-me-more algorithm Meta has perfected to separate you from your money. It’s about who you're being when you show up in your business. Seth’s sobering approach offers a refreshing alternative to the many 30-day guaranteed quick fixes aka the endless noise in the marketing world — one that’s built on authenticity, focus, and powerful human connection.
Seth introduced his "Dream 50" system — a simple strategy that shows you how to enlist 50 micro-influencers to promote your business 50 weeks in a row. Think about not relying solely on paid ads or cold outreach, but instead of creating steady, intentional growth through real life relationships. It’s the kind of strategy I wish more business owners would hear about. Certainly something we’ve focused on, in an increasingly loud world, have intimate conversations so that you can hear your clients.
If you’re tired of spinning your wheels and ready to build real momentum, this is the episode you need to hear. And if you want to dive even deeper into Seth’s alternative strategies, visit ultimatepodcastbook.com to learn more.
Resources Mentioned:
Website | Linkedin | The Ultimate Guide to Growing Your Business with a Podcast
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Seth Greene (00:00):
Hi. This is Seth Greene, author of "The Ultimate
Guide to Growing Your BusinessWith The Podcast: Turning Warm
Fuzzy Feelings Into Cold HardCash," and co-host of "The
Sharkpreneur Podcast" with KevinHarrington from Shark Tank, and
founder and CEO ofmarketdominationllc.com in my
episode for the Business GrowthArchitect Show, I will share and
discuss how to change yourmindset, to automatically
(00:23):
improve your business results.
How to Get other people, 50other micro influencers in your
space, to promote your business50 weeks in a row, and how to
protect yourself from all of thenoise and avoid all of the shiny
objects, and learn how to focuson what actually will move the
needle untrackably, grow yourbusiness and allow you to help
more people head on over to theshow to catch the full episode.
(00:46):
Thank you so much.
I'm a big fan. It is an honor to
BEATE CHELETTE (00:46):
And hello, fabulous person. Beate Chelette,
here I am the host of theBusiness Growth Architect Show,
and I want to welcome you totoday's episode where we discuss
how to navigate strategy andspirituality to achieve time and
financial freedom. Trulysuccessful people have learned
how to master both a clearintention and a strategy to
(01:06):
execute that in a spiritualpractice that will help them to
stay in alignment and onpurpose. Please enjoy the show
be here.
and listen to what our guesttoday has to say about this very
topic. Welcome back, everyone.
Beate Chelette here, the host ofthe Business Growth Architect
Show, and today, I'm with SethGreene from Market Domination.
And as well, the name suggestsSeth, you come here with big
(01:30):
plans. Welcome to the show.
Thank you somuch for somebody who's never
heard about you. What do you do?
And what problem do you solvefor your clients?
Seth Greene (01:43):
We grow your business so you can run it. So
business development, businessgrowth would be the problem that
we solve, and we get others togrow your business for you so
you can focus on doing theactual work.
BEATE CHELETTE (01:54):
That's amazing.
I mean, who does not really wantthat? So one of the questions I
want to really lead with hereis, you make it sound so easy,
right? Why do people not figureout how to grow their business?
What is it that prohibits us asbusiness owners to consistently
grow our businesses?
Seth Greene (02:17):
I think there's a lot of factors that go into
that. I think the biggest onesare probably have to do with
spiritual and mental andemotional mindset. I don't think
it's this is going to becontroversial or heresy from a
marketing CEO, but it isn'tabout the latest whiz bang
(02:37):
technique or app or network tobe on. I have found myself that
the biggest growths that ourbusiness have come when I make
an evolutionary leap as aperson, as a father, as a
husband, as a leader, when Iwork on myself and make myself a
bigger container, for lack of abetter term, my business grows
to fill it. So I think peopleget hung up in the tactics of
(03:00):
the latest, greatest marketingtech, or whatever it might be,
or the emotional blocks of whythey can't do it, and honestly,
that's the last place I I'velearned the hard way. That's the
last place that needs to befocused on when you work on
yourself more, everything elsemagically works better.
BEATE CHELETTE (03:18):
Well, you basically just explained the
whole concept of our show.
That's why I wanted you on theshow, because it almost feels
like there's a controversy. Soas a marketer, how can you say
something like this? Becauselast time I talked to any
marketer, they went throughRussell Brunson funnel, hacking
Academy, Academy, and they swearby it, and they might even been
(03:39):
given an award for the bestfunnel hacker of the year. And
subscribe to all of that. Andnow you're telling me it may not
really work for me. Why doesthis not work for everybody?
Because Russell Brunson is agenius. I mean, I don't think
there's anybody who disputesthat, but what I do dispute is
the number of people thisactually works for.
Seth Greene (04:03):
So full disclosure, Russell's a friend. He's been on
my podcast twice. He and I spokeon event, on stage together at
events before he ever inventedClick Funnels. So we go back a
long way, and I he has made iteasier for people to build a
business that generates leadsonline than anyone, pretty much
(04:23):
in history, which is why he isas successful as he is. However,
I don't think you're one funnelaway. You don't want to just
hack someone else's funnel,because could you clone the
funnel and swap everything outwith your stuff? Yes, but that's
not going to instantly duplicatethe results right? If I go,
clones love Trey Llewellyn, orwhoever that I noted $10 million
(04:45):
and I swap in my T shirt andthen go, how come I'm not making
any money? Because what youcan't see behind the scenes is
you can't see how TreyLlewellyn, in this example,
drove traffic to his funnel. Youcan't see that he spent $5
million in. Advertising budgetto get $10 million in sales. You
can't see what it cost him todeliver those $10 million in
(05:07):
sales. You have no idea what heactually made on that. I met the
other day a person who is one ofthe gurus of webinars and sells
millions of dollars of coursesin how to have a great webinar,
which Russell also has a courseon that. And when I was doing a
consultation for their firm formarketing, I was like, well,
(05:27):
this should be easy. Give meyour webinar funnel and let us
take a look at it and see how wecan help. And they're like,
well, we don't have one. So whatdo you mean don't have one? You
spent, you've made millions ofdollars a year selling courses
on why people should have awebinar funnel, and you don't
have a converting webinar funnelthat sells your real core
service. No, like, isn't thatthere's some cognitive
(05:48):
disconnect and some integritydisconnect there, so you can't
just copy someone else andautomatically get the same
results. Now is Tony Robbins,right. Does success leave clues?
Of course, it does. If there issomeone in your industry who has
done what you wanted, should youif you could pick their brain,
find out how they did it andlearn from it? Yes, should you
(06:08):
be inspired in spirit from it?
Yes? Should you wholesale justcopy the external funnel that
you can see, and is itautomatically going to make you
million dollars? Of course not.
Because even if you dideverything else the same, his
beliefs are different. Hisexperience is different. His
relationships are different. Thespiritual energy you bring to
I'm just gonna copy this thingand make a bunch of money is
(06:30):
very different from the realgrowth of a business. So I think
while there are hundreds ofpeople, 1000s of people, that
have become millionaires usingClick Funnels. I think if you
surveyed I'm making up thenumber. I don't know what it
actually is, but if it's 2000 ofthem, and you surveyed them and
said, How many of you hackedsomebody else, and it worked
(06:53):
exactly the same way as theperson you hacked, I think maybe
you get a couple people at themost. I think most of those
people were inspired bysomething, but the energy they
put into it wasn't just, I'mgonna spend $5 a day. I've been
on malt, spoken on multiplepanels at traffic events and
stuff like that, and I will bethe guy who disagrees with
(07:13):
everyone else on the stage. AndI remember an event I did in San
Diego, and there were six otherguru experts on the stage, and
they're all like, spend $5 a daytesting your Facebook ads and do
this and this and this. And Isaid, I'm sorry. I'm glad I'm
last. I'm going to disagree withevery single one of them. If you
put $5 a day mark, Zuckerbergdoesn't care about you, right?
The algorithm does not care. Itisn't. You can't treat this like
(07:34):
a poor hobby and expect it topay you like a business. Would
you think I'm going to go buy aMcDonald's for five bucks a day
and it's going to pay me amillion bucks in Big Macs? No?
Of course.
BEATE CHELETTE (07:42):
Macs? No, of course you wouldn't. You'd say,
Wow, I gotta put millions ofdollars to get this franchise
and all this money into it forit to work. Well, real business
works the same way, whether it'sonline or not, and you can't
treat it like a hobby and expectit to work like a business. You
gotta work it like a business,and then magically, it'll work.
I love that, and I love yourpassion about that, because I've
been talking about this nonstop,I think that you need to have a
(08:04):
business model first, and thenyou look at the tactics, and
then you pick the differenttactics. Let's talk about
tactics. And I do also want togo back then to the spiritual
aspect where you talked aboutthe container, because that kind
of language suggests a lot ofpersonal development so in terms
of tactics. So let's say I'mscared right now, it's not
(08:29):
working. Where do I start?
Because I probably need to startwith what I have and what I know
and what worked before. Help ouraudience to figure out, how do I
now not? How do I suppress mydesire to buy another course,
Seth Greene (08:49):
that's a Okay, so that's a great question. So, and
I love the suppressed Yes,because the next shiny object is
not going to save you No. So Iwill, again, gonna be a little
bit controversial. I will tellyou the reason it's not working
is because you're scared. So oneof my top 10 business books,
favorite business and personaldevelopment books of all time,
is the $4 sandwich by Dr CoreyMelnikov, who happens to be my
(09:11):
brother in law, but has gonefrom one chiropractic location
to close to 30, all abouthelping people. And one of my
favorite quote from that bookis, who you are being affects
how well what you do works. Soif you are coming from a place
of fear, of scarcity, of tariffsand taxes and Trump and whatever
(09:33):
and the economy, you're holdingup a huge sign to the universe
saying, Give me more fear. Giveme more scarcity. Give me more
problems, right? My biggestthing every day is mindset. Is
what state am I? What emotionalstate am I bringing to the
table? And you have to find away to get out of the fear, the
(09:54):
scarcity mindset, because whowould want? Who's going to get
attracted? To you because ofthat, other people like that,
right? You have to be thecharismatic leader or the
inspirer. So, for example, Iwork on this every day. My today
is we were as we record. Thiswas the first my kids had been
off on spring break for like 10days. Today was the first day
(10:15):
they went back. So I had a weekto not get up at six in the
morning. And then my wife,thankfully, we've made a deal
that, like she takes our oldestdrives himself to school, and
she drives the two younger ones.
If I get up at sixunintentionally, my mental state
is not what it should be. I'mjust not that person. So this
morning, she got up, tried to beas quiet as possible, but I
(10:37):
still got woken up at six. Imeditated for about an hour and
a half, and then puretransparency, I listened to a
couple of different meditationseach 30 minutes. I did a three
in a row, and still wasn't whereI needed to be. Was still, for
lack of a better term, slightlyjittery. I'm like, I cannot go
to work like this. I still havehalf an hour I had. I was like,
(10:59):
You know what? Why am I stilllaying in bed meditating? I am
gonna and it's not working.
Doesn't work every time. So Iwent and jumped in my cold
plunge. And I live in Buffalo,New York, so my cold plunge
doesn't need a chiller, right?
It's already cold. A month ago,it was a frozen solid block of
ice. Thankfully, it's thoughtout enough that I can go in it
(11:20):
and in less than two off, wouldbe proud of you. Yes, I that's
where I got it from. And I didmy Wim off, breathing in my cold
lunch, and two minutes later, Iwas in a fantastic mood, and I
said, Damn it. I should havedone this at six and just gotten
two hours extra work it. So I'mnot perfect. I work on it every
single day, but whether it's inmy cold plunge isn't fancy,
(11:40):
like, literally, you can put iton Facebook marketplace for 100
200 bucks. It doesn't have amotor. It's just a thing you
fill with water and in Buffalo,if you leave it outside, it's
cold most of the year. Sowhether it's meditating or if
the cold punch hadn't worked, Iwould have worked out for half
an hour. Like, you got to dosomething to get into a positive
emotional state before you areattempting to do any business,
acquisition, businessacquisition, business
(12:01):
development, business service.
We tell that to clients. If theycome to us and go, geez, I've
been burned before I hired sevenother marketing firms. I really
don't think this is going towork, but I'm gonna give it a
shot. I will say, No, I don'twant your money, because if you
believe that, no matter what wedo, it won't work. If you come
to us excited going, Oh man, Ican't wait to do this and help
more people, then we'll takeyour money because we know it'll
(12:22):
work. It'll work. It's all aboutthe mindset and the energy
you're putting in.
BEATE CHELETTE (12:26):
When was the first time you realized you
needed to be so protective ofyour mindset? Was there an
event?
Seth Greene (12:31):
Wow, that's a really good question. I don't
know if there was a blinding,flat lightning flash of, oh my
god. This is the day. There havebeen many reading my when my
brother in law published hisbook helped. I've done Unleash
the Power Within twice, withTony. I've done date with
destiny. Once, I think date withdestiny, I didn't was probably
(12:53):
my most recent event, like typeof breakthrough, as opposed to
just having it on my own. Butnow I'll try and brainstorm, and
if I can come up with one, I'llshoot you an email. But I don't
remember off the top of my headwhere I go back and I'll go back
and look through years ofjournals and see if I wrote
down. Today is the day,
BEATE CHELETTE (13:12):
you know, I've I've found that typically, when
such a massive transformationhappens, or it finally clicks,
you are at a point that'sanything but this, and you just
tired feeling a particular typeof way, and you're willing to do
whatever it takes to figure outhow to not feel like that.
Seth Greene (13:29):
Yeah, Tony says that the day it becomes a must
is the day you change. Itdoesn't take you out 20 years to
quit smoking. It's one minutedecision of I am now a non
smoker, and you change youridentity
BEATE CHELETTE (13:39):
Exactly, exactly. And I think that that
goes back into, I think part ofwhat we're talking about in a
marketing conversation, no less,is that you can't lead people to
something unless they're readyfor it. And that's what
fascinates me about ourconversation today, because you
were saying and you're saying itvery clearly, don't even think
about picking up the phoneunless you're in a state where
(14:01):
something positive can come fromthis action. So the first thing
that I must do is like, not. Soif I sit here and I say, oh,
shoot, I haven't followed up onmy LinkedIn, I haven't done my
outreach. Man, you know it'salready three o'clock, you said,
just don't even bother
Seth Greene (14:19):
Yes, I would if you have Todd. So this assumes a
couple luxuries, right? Itassumes that you have the luxury
to change your emotional statebefore you do those things.
Right? My wife jokes and tellsme, and my staff tells me they
know what mood I'm in when theyread my emails, and I think I
wrote the exact same email. So Ihad a breakthrough a couple I
(14:40):
think it was literally a coupleless than 60 days ago, and my
admin office manager came in andsaid, What did you do? And I
said, What do you mean? And shesaid, What have you been doing
about yourself? Like, I'm like,What are you talking Why are you
asking me this? And she said, Ican tell there is something
different or different aboutyou, because you start you all
of a sudden, have emojis in youremails. Uh, right? She's like,
(15:03):
you just did. Your communicationhas improved. Okay? It is. I
mean, you could change youremotional state, like I wasted
90 minutes trying to power gritthrough it, meditating this
morning, honestly, in the first20 I should have said, Screw
this and go on the cold bunch,or gone and worked out, because
it would have moved me faster.
But I was had a mental blockthis morning going and 630 I
don't want to go in the cold. Idon't want to go work out at 630
(15:26):
I should have just done it.
BEATE CHELETTE (15:28):
I don't blame you for not wanting to go on a
cold plunge in Buffalo at 6 (15:30):
30 in the morning. I mean, just
from an empathetic
Seth Greene (15:33):
I appreciate Well, I felt I was like, No, I'm doing
it. I'm messing around. And Ifelt fantastic. I was like, I
should have done this an hourand a half ago.
BEATE CHELETTE (15:41):
Yeah, sometimes what helps me is to listen to a
particular type of ceremonialmusic, because it really takes
me, if I feel like it opens upall my channels, and I can
really feel what it feels liketo be connected to energy and to
this sort of space, and then ithelps me to receive the
(16:04):
information that I need, and Ican fill my body with the energy
and the positivity and thebelief, and then I can, I can go
back and do my phone calls.
Fascinating. So, all right, sonow we've covered that. We
actually need to start at thetop, at the head, at the
mindset, and get ourselves in astate where we can feel
(16:25):
positivity, calm, like, what isthere a particular state you're
trying to achieve? Like, whatstate is it? Is there any way we
can describe it?
Seth Greene (16:39):
Positive, expectation, happy, excited,
optimistic, confident. So Ithink my when I and I'm looking
at my date with destiny posterlike the most for me personally,
the most important emotionalstate to be in is a state
certainty of I'm excited this isgoing whatever it is is going to
work.
BEATE CHELETTE (16:59):
Do you use the more spiritual aspect of what is
yours is yours, and I'll comenaturally to you, or are you
with the expectation that thisthing will happen?
Seth Greene (17:07):
So I'll borrow a quote from someone else. I don't
know who said it, but it's, praylike everything depends on God.
Work like everything depends onyou. Okay, so I'm Yes, I'm all
for I've got the affirmationsand the incantations in the in
the prayers written, writing on,and I've got all that. And I
know that I can't just sit crosslegged, meditate and go, I want
(17:29):
a Ferrari. I want to I have aFerrari. I have a Ferrari,
right? I gotta go work mywhatever off to actually make
the money to pay for saidFerrari. It's not showing up in
my driveway unless I can writethe check.
BEATE CHELETTE (17:39):
Okay? So there's a practicality to it, which I
really appreciate about you,because you seemingly combine
the Woo, woo, as many peoplecall it, with a practical, which
is why I created this show.
Because I wanted to show thatsuccessful people utilize these
principles. It's because they'renot woo, woo. They're
scientific. They're proven.
(17:59):
They're proven to work. It's,you know, it's the way we
control our thinking. It's whatwe allow to bring into our
lives. But you still have totake the actions, because it's
not going to be popping in yourin your in your lap. So now I
want to go back to marketing.
You are talking abouttraditional transactional
marketing methods, and then youtalk about the better method,
(18:21):
which is the one that youdeveloped? Do you want to help
us understand the difference?
Seth Greene (18:26):
Sure. So I think that what's forgive the term
perceived as sexy is the shinynew object, the new course, the
new social network. Oh, I gottabe on Tiktok. Oh, I gotta have a
membership site on school,whatever that thing is. And
crypto, oh, instantly, 75 dayslater, everyone's got a crypto
(18:48):
course, right, and we're allgonna make a million dollars
with some algorithm tradingcrypto. And instantly, there's
crypto gurus. And I think thatyou can't do tactics unless you
have the right strategy, and yougotta have the right mindset
that fuels that. So one of thestrategies that we are most
known for, which is, I thinkwhere you're headed is our
concept of growing your businessby yourself can be challenging.
(19:12):
Get other people to do it foryou. You already there are other
whoever your ideal customer,client, patient prospect, is
someone else, and probably a lotof someone's in your market,
whether it's local, national orregional, has your customers as
their customers, and they don'tcompete with you. They are your
co opetition, not yourcompetition. And we created a
five step framework process forgetting 50 of those cooperators,
(19:37):
forgive the made up word, 50 ofthose people to promote your
business to their audience 50weeks in a row, and thus give
you most of the business growththat you're going to need
without probably spending $1 onads or shiny objects.
BEATE CHELETTE (19:51):
It sounds absolutely amazing. It's sort of
a referral on steroids.
Seth Greene (19:55):
Absolutely we figured, yes, I, out of
desperation myself, years ago,took away. I figured, worked
with Dan Kennedy and Chet Holmesto figure out a way to put word
of mouth on steroids,intentionally. Because if you
ask most businesses, where doyou get most of your business? A
lot of it is word of mouth andreferrals. And then if I ask the
question, okay, your spouseneeds life saving surgery
tomorrow, health insurance won'tcover it. It's going to cost you
(20:17):
an extra million dollars, andyou need it in 24 hours. Can you
go triple the number of organicreferrals you get in 24 hours to
make that happen? And everyonesays, Of course not. He said,
What if there was a way toactually scale word of mouth?
BEATE CHELETTE (20:31):
Well, now we need to know what the system is,
yes. So No, no, my fingernailsare hanging on the cliff in
anticipation.
Seth Greene (20:41):
Thank you for that visual. So we I call it the
"Dream 50 Process," D, R, E, A,M, every letter. It's an
acronym. D stands for define,and I'm going to do a two minute
version of it here. I wrote anentire book on it. We've got an
hour long webinar on it, all ofwhich we're happy to make
available to your listeners andviewers, but we gotta define who
(21:02):
is our ideal client, who elseserves them, and where do those
people? Where do those microinfluencers? Or if we're
national, maybe they're real,bigger influencers, where do
they hang out? So that's adefined step. Then you've got to
reach out to those people,right? And that could be email,
could be phone, could be snailmail, could be social media,
depending on what contactinformation you have, then the
(21:24):
biggest first, the E step is forengage. How do I get that person
to say yes? Because I'm notcoming out of nowhere and saying
hi, B, you don't know me, butpromote me to your audience,
right? That's spammy, but if Isaid hey, I'd like to have you
on my feature, you on mypodcast, and promote it to all
of my listeners and all of myemail lists and all my social
media. Social media followings.
You say, awesome. I would loveto do that. So my first step,
(21:45):
really the first visible step,is getting you to be on my
podcast, so now, listeners,viewers of the show.
Congratulations, all mypodcasters, if you weren't
before, I want you to have apodcast, because it is the
greatest networking tool everinvented, in my humble opinion,
and it is a great way to build arelationship. Because what
(22:06):
better way I everybody'sfavorite radio station is WIFM,
what's in it? For me, everyone'sfavorite topic to talk about is
themselves. So if I have you onmy podcast and let you talk
about yourself for 30 minutes,you will fall in love with me,
not literally, but you will lovethe process. I did this for
three hours as an experimentwith someone sitting next to me
on a plane, and at the end theysaid, you're the best
conversationalist I've evertalked to. And I said, really,
(22:26):
because I asked you, like, fourquestions, and you talk for
three hours. So apparently theythought I was the most
interesting person. They said,You're the most interesting
person. I said, you don't know adamn thing about me. You didn't
ask me any questions. You talkedbut you think I'm interesting
because I was interested. So beinterested in someone, interview
that ideal influencer for halfan hour. Then you're going to
post, create social mediacontent and all that other
(22:48):
stuff. You're going to take your10 to 12 best interviews and put
them in a book, publish a book,and get them to promote the
book, because they're in it, andI got an Amazon best selling
book on the topic. Then I've gotto turn them into a real
relationship, because right nowall you did was promote that you
were on my show. So there's awhole pro a separate five step
process to get someone to gofrom Thank you for having me as
a guest on your show to I'mgoing to tell my whole world
(23:10):
they should go directly buy yourstuff. I'm going to tell them to
go to your webinar. I'm going totell them to take advantage of
your offer, whatever that thingmight be. And then once they're
doing that, and I basically turnthem into an affiliate or a
joint venture partner orreferral partner, whatever word
you want to use, I then they'redriving traffic to me. They're
people that they've endorsed,saying, hey, go check Seth out.
(23:32):
Right then I've got to have away to capture those leads
connect with, usually, hopefullyan irresistible offer. I've got
to connect with them and deliverwhat I promised, and deliver
what I promised, and I've got toconvert them into someone who,
ultimately, if they're the rightfit, is giving us actual money.
So that's the fastest lightninground version I've ever done of
what is normally a 60 minute tothree day workshop.
BEATE CHELETTE (23:53):
Well, but you can say it simply, which means
it must work. I've find thatpeople that take a long time to
explain something AlbertEinstein said, if you can say it
simply, you don't understand itwell enough. So that is actually
a litmus test, I think, that weall as business owners have to
pass. Can we say what we do in ashort amount of time, or can we
(24:15):
not? Because then you haven'tflushed it out yet. So you also
talk about different platforms,so I want to spend a little bit
of time on this. What's theright platform for me?
Seth Greene (24:28):
I have no idea, and you don't either, because people
just go with where whatever isthe new thing, right? Tiktok is
all the rage. So my daughter'sgot my wife onto Tiktok, so then
I had to build her a followingon Tiktok. And now she has, I
don't know, like 14,000followers on Tiktok. Followers
on Tiktok. So she got seduced bythe shiny object of the new
(24:48):
thing, right? So what platformis right for you? Isn't it
should be based on where yourtarget market hangs out, right?
If you are trying to reach 80year old widows with arthritis.
This. Tiktok and Snapchat aren'tfor you. They're not there yet
in large numbers, direct mailwould work. Facebook would work
because they're on, like, mymother's on Facebook, not to
(25:10):
connect with people from highschool, but to watch the
pictures of my kids, that hergrandkids, that my wife posts,
right? That's why she's on, tosee what her grandkids are doing
every day. So I think you got tothink backwards, and you got to
start at the beginning and go,who is my target? And go, who is
my target market? Where do theyspend their time? That's what
platform you should be on.
BEATE CHELETTE (25:27):
And that changes. Yeah, it does
constantly. Yeah, I will saythat I find Twitter is
absolutely useless because it'sjust a vile incest pool of just
negativity, and I find thatreally, truly a waste of time
and energy. And I find somebodyelse, Twitter is the perfect
place.
Seth Greene (25:47):
It's just not for you exactly, but someone who
wants the vile incest pool ofnegativity as their client.
Twitter's their dream
BEATE CHELETTE (25:55):
pillows for anyone, right? So I think it
really depends you absolutelycorrect. What resonates with
you. I'm actually finding, Idon't know if you have any
experience with substack yet,but that's a medium I've become
extremely interested in, becauseit feels like the resistance or
the thought leaders have goneover there, and it's creating
its own little culture of Ialready can see some of the
(26:17):
internet marketing techniquesinfiltrating, but for the most
part, it feels that there's alot of really good conversations
to be had, because it's not sooverrun, so people still take
time to comment and respond. Soit's a really good platform to
explore, certainly for me rightnow. LinkedIn, what are your
thoughts on LinkedIn? Everybodytalks about LinkedIn? Is
LinkedIn a good platform
Seth Greene (26:38):
depends on if your target market is there. So I
love LinkedIn. All of my targetmarket, all of my business to
business target markets arethere. I use it every single
day. We developed our ownLinkedIn software, because none
of the programs in themarketplace, all the dozens of
automation programs I tried,would do what I wanted. So we
built our own that works betterbecause it's got human
(26:59):
oversight. It's not just AI gonecrazy. So for me, for our B to B
clients, love LinkedIn, generatequalified interested leads every
single day if you want stay athome moms, LinkedIn is probably
not for you.
BEATE CHELETTE (27:11):
Yeah, exactly.
So I like this idea of theframework. The framework works
when you are going to go to theplace where your potential
client is. Is there anyrecommendation you have on how
many of these channels somebodyshould use? Because I know
people who try to do all ofthem, me
Seth Greene (27:30):
too. And the problem is, it's exhausting, and
then they're using automationtools, and they're repurposing
content on different platforms,but they're not changing it to
be native to that platform, soit doesn't work as well as they
had hoped. So. No, I don't thinkyou need to be on all the
platforms all the time, all atonce. I think I would say, pick
the platform that the majorityof your client base, your of
(27:51):
your desired client base spendsthe most time on, plant your
flag on that platform, and getreally good at that platform.
And when you have so oneplatform, one target market, one
platform, one offer, and thenwhen you've mined all of the
gold in that platform, or you'vemined so much you can afford to
diversify and pay someone tohelp you go on another platform,
(28:12):
then add another platform. Butthese people just starting out,
and we're going, I gotta be on17 different networks. You don't
really, and you would, insteadof going wide and narrow. I'd
rather you go shallow. I'drather you go deep, as opposed
to trying to do a little bit oneverything. I pick the one
that's most likely going to besuccessful for you, and go deep
(28:32):
on that one, narrow and deep.
BEATE CHELETTE (28:34):
I love it. And as we closing out, I want to ask
you you talk about initialoutreach is good online, but
then you have to take itoffline.
Seth Greene (28:45):
So to me, the one platform that's never gonna go
away and delivers like nothingelse is honestly direct mail.
Because think about even if youhad a fabulous relationship with
your email list and half of themopen every email you sent, that
still means half aren't seeinganything. And when was the last
time you like said, Oh my God,this email is amazing. I'm going
to save it forever, probablynever. So direct mail, I can
(29:10):
there's no spam rules. I can getstraight to you, avoid any
gatekeepers, and it's gotperceived value. And I can show
up like nobody else, like I canshow up, I can send lumpy direct
mail. If my prospects worthenough, I can I could spend
hundreds of dollars to get onepackage in front of them and get
(29:32):
a really incredibly highresponse rate that I'll never
get in terms of just email.
Everyone just defaults to emailbecause it's cheap to send and
it's scalable. Well, I'd ratherget instead of a spray and pray
approach, I'd rather forgive themilitary term. I'd rather have a
laser guided sniper rifle andactually hit my target. That is
so Dan Kennedy, you know thelumpy mail? Yeah, grew up with
(29:52):
Dan. He's where I learned itstarted. We still send millions
of pieces of direct mail tothis. Day, because it works
better than almost anythingelse. So I'm happy to generate
the lead online. But if I canget our clients to add offline
follow up, their conversionrates will get much higher.
BEATE CHELETTE (30:10):
That's unbelievable. All right, as we
are, as we closing this, isthere anything that you want to
add that I should have asked youwhere you go? We need to cover
this one thing before afantastic job.
Seth Greene (30:21):
Am I allowed to give your listeners someplace to
go to learn more the well, if wedon't add another piece of
wisdom, we're gonna tell themwhere to get the wisdom. So go
ahead, yes. So my ninth Amazonbest selling book is "The
Ultimate Guide To Growing YourBusiness With A Podcast: How To
Turn Warm, Fuzzy Feelings IntoCold, Hard Cash," and is a deep
(30:41):
dive on some of the things we'vebeen talking about today, you
can get special for our podcastlisteners here today, you can
get 30% off the Amazon price ifyou go to
ultimatepodcastbook.com.
BEATE CHELETTE (30:52):
Okay, excellent, wonderful. So one call to
action, keep it simple, noconfusion. It's been really
fabulous. You know, I do this alot. This is definitely one of
my favorites, because I feel,yeah, I feel like you, you let
me ask you questions, and youanswered. You answered honestly
(31:15):
and enthusiastically, and you,you really combine both, like, I
believe what you tell me, andthat's the most important thing
that I want to bring to myaudience, is, you know, is it
real? Do we believe what he'sbringing to our audience? And
you certainly fulfilled that. Sofor that, I'd be I'm very
grateful to you. So thank youfor coming on the show.
Seth Greene (31:33):
My pleasure. It's been an amazing interview. I've
done 1000s, and I'm really,really pleased you're doing a
great job.
BEATE CHELETTE (31:40):
Thank you so much, and that is it for us, for
today. Thank you so much forlistening to or watching this
episode of the Business GrowthArchitect Show. Now, if you know
someone who is struggling withmarketing because they cannot
figure out the magic formula,please send them a copy of the
link to this show so they canlisten to it and maybe get some
(32:02):
ideas on how they can be moresuccessful in marketing. And
with that, I say goodbye. Soappreciate you being here. Thank
you so much for listening to theentire episode. Please subscribe
to the podcast, give us a fivestar, review, a comment and
share this episode with one moreperson so that you can help us
help more people. Thank youagain until next time. Goodbye.
Hi. This is Seth Greene, author of "The Ultimate
Guide to Growing Your BusinessWith The Podcast: Turning Warm
Fuzzy Feelings Into Cold HardCash," and co-host of "The
Sharkpreneur Podcast" with KevinHarrington from Shark Tank, and
founder and CEO ofmarketdominationllc.com in my
episode for the Business GrowthArchitect Show, I will share and
discuss how to change yourmindset, to automatically
(00:23):
improve your business results.
How to Get other people, 50other micro influencers in your
space, to promote your business50 weeks in a row, and how to
protect yourself from all of thenoise and avoid all of the shiny
objects, and learn how to focuson what actually will move the
needle untrackably, grow yourbusiness and allow you to help
more people head on over to theshow to catch the full episode.
(00:46):
Thank you so much.
I'm a big fan. It is an honor to
BEATE CHELETTE (00:46):
And hello, fabulous person. Beate Chelette,
here I am the host of theBusiness Growth Architect Show,
and I want to welcome you totoday's episode where we discuss
how to navigate strategy andspirituality to achieve time and
financial freedom. Trulysuccessful people have learned
how to master both a clearintention and a strategy to
(01:06):
execute that in a spiritualpractice that will help them to
stay in alignment and onpurpose. Please enjoy the show
be here.
and listen to what our guesttoday has to say about this very
topic. Welcome back, everyone.
Beate Chelette here, the host ofthe Business Growth Architect
Show, and today, I'm with SethGreene from Market Domination.
And as well, the name suggestsSeth, you come here with big
(01:30):
plans. Welcome to the show.
Thank you somuch for somebody who's never
heard about you. What do you do?
And what problem do you solvefor your clients?
Seth Greene (01:43):
We grow your business so you can run it. So
business development, businessgrowth would be the problem that
we solve, and we get others togrow your business for you so
you can focus on doing theactual work.
BEATE CHELETTE (01:54):
That's amazing.
I mean, who does not really wantthat? So one of the questions I
want to really lead with hereis, you make it sound so easy,
right? Why do people not figureout how to grow their business?
What is it that prohibits us asbusiness owners to consistently
grow our businesses?
Seth Greene (02:17):
I think there's a lot of factors that go into
that. I think the biggest onesare probably have to do with
spiritual and mental andemotional mindset. I don't think
it's this is going to becontroversial or heresy from a
marketing CEO, but it isn'tabout the latest whiz bang
(02:37):
technique or app or network tobe on. I have found myself that
the biggest growths that ourbusiness have come when I make
an evolutionary leap as aperson, as a father, as a
husband, as a leader, when Iwork on myself and make myself a
bigger container, for lack of abetter term, my business grows
to fill it. So I think peopleget hung up in the tactics of
(03:00):
the latest, greatest marketingtech, or whatever it might be,
or the emotional blocks of whythey can't do it, and honestly,
that's the last place I I'velearned the hard way. That's the
last place that needs to befocused on when you work on
yourself more, everything elsemagically works better.
BEATE CHELETTE (03:18):
Well, you basically just explained the
whole concept of our show.
That's why I wanted you on theshow, because it almost feels
like there's a controversy. Soas a marketer, how can you say
something like this? Becauselast time I talked to any
marketer, they went throughRussell Brunson funnel, hacking
Academy, Academy, and they swearby it, and they might even been
(03:39):
given an award for the bestfunnel hacker of the year. And
subscribe to all of that. Andnow you're telling me it may not
really work for me. Why doesthis not work for everybody?
Because Russell Brunson is agenius. I mean, I don't think
there's anybody who disputesthat, but what I do dispute is
the number of people thisactually works for.
Seth Greene (04:03):
So full disclosure, Russell's a friend. He's been on
my podcast twice. He and I spokeon event, on stage together at
events before he ever inventedClick Funnels. So we go back a
long way, and I he has made iteasier for people to build a
business that generates leadsonline than anyone, pretty much
(04:23):
in history, which is why he isas successful as he is. However,
I don't think you're one funnelaway. You don't want to just
hack someone else's funnel,because could you clone the
funnel and swap everything outwith your stuff? Yes, but that's
not going to instantly duplicatethe results right? If I go,
clones love Trey Llewellyn, orwhoever that I noted $10 million
(04:45):
and I swap in my T shirt andthen go, how come I'm not making
any money? Because what youcan't see behind the scenes is
you can't see how TreyLlewellyn, in this example,
drove traffic to his funnel. Youcan't see that he spent $5
million in. Advertising budgetto get $10 million in sales. You
can't see what it cost him todeliver those $10 million in
(05:07):
sales. You have no idea what heactually made on that. I met the
other day a person who is one ofthe gurus of webinars and sells
millions of dollars of coursesin how to have a great webinar,
which Russell also has a courseon that. And when I was doing a
consultation for their firm formarketing, I was like, well,
(05:27):
this should be easy. Give meyour webinar funnel and let us
take a look at it and see how wecan help. And they're like,
well, we don't have one. So whatdo you mean don't have one? You
spent, you've made millions ofdollars a year selling courses
on why people should have awebinar funnel, and you don't
have a converting webinar funnelthat sells your real core
service. No, like, isn't thatthere's some cognitive
(05:48):
disconnect and some integritydisconnect there, so you can't
just copy someone else andautomatically get the same
results. Now is Tony Robbins,right. Does success leave clues?
Of course, it does. If there issomeone in your industry who has
done what you wanted, should youif you could pick their brain,
find out how they did it andlearn from it? Yes, should you
(06:08):
be inspired in spirit from it?
Yes? Should you wholesale justcopy the external funnel that
you can see, and is itautomatically going to make you
million dollars? Of course not.
Because even if you dideverything else the same, his
beliefs are different. Hisexperience is different. His
relationships are different. Thespiritual energy you bring to
I'm just gonna copy this thingand make a bunch of money is
(06:30):
very different from the realgrowth of a business. So I think
while there are hundreds ofpeople, 1000s of people, that
have become millionaires usingClick Funnels. I think if you
surveyed I'm making up thenumber. I don't know what it
actually is, but if it's 2000 ofthem, and you surveyed them and
said, How many of you hackedsomebody else, and it worked
(06:53):
exactly the same way as theperson you hacked, I think maybe
you get a couple people at themost. I think most of those
people were inspired bysomething, but the energy they
put into it wasn't just, I'mgonna spend $5 a day. I've been
on malt, spoken on multiplepanels at traffic events and
stuff like that, and I will bethe guy who disagrees with
(07:13):
everyone else on the stage. AndI remember an event I did in San
Diego, and there were six otherguru experts on the stage, and
they're all like, spend $5 a daytesting your Facebook ads and do
this and this and this. And Isaid, I'm sorry. I'm glad I'm
last. I'm going to disagree withevery single one of them. If you
put $5 a day mark, Zuckerbergdoesn't care about you, right?
The algorithm does not care. Itisn't. You can't treat this like
(07:34):
a poor hobby and expect it topay you like a business. Would
you think I'm going to go buy aMcDonald's for five bucks a day
and it's going to pay me amillion bucks in Big Macs? No?
Of course.
BEATE CHELETTE (07:42):
Macs? No, of course you wouldn't. You'd say,
Wow, I gotta put millions ofdollars to get this franchise
and all this money into it forit to work. Well, real business
works the same way, whether it'sonline or not, and you can't
treat it like a hobby and expectit to work like a business. You
gotta work it like a business,and then magically, it'll work.
I love that, and I love yourpassion about that, because I've
been talking about this nonstop,I think that you need to have a
(08:04):
business model first, and thenyou look at the tactics, and
then you pick the differenttactics. Let's talk about
tactics. And I do also want togo back then to the spiritual
aspect where you talked aboutthe container, because that kind
of language suggests a lot ofpersonal development so in terms
of tactics. So let's say I'mscared right now, it's not
(08:29):
working. Where do I start?
Because I probably need to startwith what I have and what I know
and what worked before. Help ouraudience to figure out, how do I
now not? How do I suppress mydesire to buy another course,
Seth Greene (08:49):
that's a Okay, so that's a great question. So, and
I love the suppressed Yes,because the next shiny object is
not going to save you No. So Iwill, again, gonna be a little
bit controversial. I will tellyou the reason it's not working
is because you're scared. So oneof my top 10 business books,
favorite business and personaldevelopment books of all time,
is the $4 sandwich by Dr CoreyMelnikov, who happens to be my
(09:11):
brother in law, but has gonefrom one chiropractic location
to close to 30, all abouthelping people. And one of my
favorite quote from that bookis, who you are being affects
how well what you do works. Soif you are coming from a place
of fear, of scarcity, of tariffsand taxes and Trump and whatever
(09:33):
and the economy, you're holdingup a huge sign to the universe
saying, Give me more fear. Giveme more scarcity. Give me more
problems, right? My biggestthing every day is mindset. Is
what state am I? What emotionalstate am I bringing to the
table? And you have to find away to get out of the fear, the
(09:54):
scarcity mindset, because whowould want? Who's going to get
attracted? To you because ofthat, other people like that,
right? You have to be thecharismatic leader or the
inspirer. So, for example, Iwork on this every day. My today
is we were as we record. Thiswas the first my kids had been
off on spring break for like 10days. Today was the first day
(10:15):
they went back. So I had a weekto not get up at six in the
morning. And then my wife,thankfully, we've made a deal
that, like she takes our oldestdrives himself to school, and
she drives the two younger ones.
If I get up at sixunintentionally, my mental state
is not what it should be. I'mjust not that person. So this
morning, she got up, tried to beas quiet as possible, but I
(10:37):
still got woken up at six. Imeditated for about an hour and
a half, and then puretransparency, I listened to a
couple of different meditationseach 30 minutes. I did a three
in a row, and still wasn't whereI needed to be. Was still, for
lack of a better term, slightlyjittery. I'm like, I cannot go
to work like this. I still havehalf an hour I had. I was like,
(10:59):
You know what? Why am I stilllaying in bed meditating? I am
gonna and it's not working.
Doesn't work every time. So Iwent and jumped in my cold
plunge. And I live in Buffalo,New York, so my cold plunge
doesn't need a chiller, right?
It's already cold. A month ago,it was a frozen solid block of
ice. Thankfully, it's thoughtout enough that I can go in it
(11:20):
and in less than two off, wouldbe proud of you. Yes, I that's
where I got it from. And I didmy Wim off, breathing in my cold
lunch, and two minutes later, Iwas in a fantastic mood, and I
said, Damn it. I should havedone this at six and just gotten
two hours extra work it. So I'mnot perfect. I work on it every
single day, but whether it's inmy cold plunge isn't fancy,
(11:40):
like, literally, you can put iton Facebook marketplace for 100
200 bucks. It doesn't have amotor. It's just a thing you
fill with water and in Buffalo,if you leave it outside, it's
cold most of the year. Sowhether it's meditating or if
the cold punch hadn't worked, Iwould have worked out for half
an hour. Like, you got to dosomething to get into a positive
emotional state before you areattempting to do any business,
acquisition, businessacquisition, business
(12:01):
development, business service.
We tell that to clients. If theycome to us and go, geez, I've
been burned before I hired sevenother marketing firms. I really
don't think this is going towork, but I'm gonna give it a
shot. I will say, No, I don'twant your money, because if you
believe that, no matter what wedo, it won't work. If you come
to us excited going, Oh man, Ican't wait to do this and help
more people, then we'll takeyour money because we know it'll
(12:22):
work. It'll work. It's all aboutthe mindset and the energy
you're putting in.
BEATE CHELETTE (12:26):
When was the first time you realized you
needed to be so protective ofyour mindset? Was there an
event?
Seth Greene (12:31):
Wow, that's a really good question. I don't
know if there was a blinding,flat lightning flash of, oh my
god. This is the day. There havebeen many reading my when my
brother in law published hisbook helped. I've done Unleash
the Power Within twice, withTony. I've done date with
destiny. Once, I think date withdestiny, I didn't was probably
(12:53):
my most recent event, like typeof breakthrough, as opposed to
just having it on my own. Butnow I'll try and brainstorm, and
if I can come up with one, I'llshoot you an email. But I don't
remember off the top of my headwhere I go back and I'll go back
and look through years ofjournals and see if I wrote
down. Today is the day,
BEATE CHELETTE (13:12):
you know, I've I've found that typically, when
such a massive transformationhappens, or it finally clicks,
you are at a point that'sanything but this, and you just
tired feeling a particular typeof way, and you're willing to do
whatever it takes to figure outhow to not feel like that.
Seth Greene (13:29):
Yeah, Tony says that the day it becomes a must
is the day you change. Itdoesn't take you out 20 years to
quit smoking. It's one minutedecision of I am now a non
smoker, and you change youridentity
BEATE CHELETTE (13:39):
Exactly, exactly. And I think that that
goes back into, I think part ofwhat we're talking about in a
marketing conversation, no less,is that you can't lead people to
something unless they're readyfor it. And that's what
fascinates me about ourconversation today, because you
were saying and you're saying itvery clearly, don't even think
about picking up the phoneunless you're in a state where
(14:01):
something positive can come fromthis action. So the first thing
that I must do is like, not. Soif I sit here and I say, oh,
shoot, I haven't followed up onmy LinkedIn, I haven't done my
outreach. Man, you know it'salready three o'clock, you said,
just don't even bother
Seth Greene (14:19):
Yes, I would if you have Todd. So this assumes a
couple luxuries, right? Itassumes that you have the luxury
to change your emotional statebefore you do those things.
Right? My wife jokes and tellsme, and my staff tells me they
know what mood I'm in when theyread my emails, and I think I
wrote the exact same email. So Ihad a breakthrough a couple I
(14:40):
think it was literally a coupleless than 60 days ago, and my
admin office manager came in andsaid, What did you do? And I
said, What do you mean? And shesaid, What have you been doing
about yourself? Like, I'm like,What are you talking Why are you
asking me this? And she said, Ican tell there is something
different or different aboutyou, because you start you all
of a sudden, have emojis in youremails. Uh, right? She's like,
(15:03):
you just did. Your communicationhas improved. Okay? It is. I
mean, you could change youremotional state, like I wasted
90 minutes trying to power gritthrough it, meditating this
morning, honestly, in the first20 I should have said, Screw
this and go on the cold bunch,or gone and worked out, because
it would have moved me faster.
But I was had a mental blockthis morning going and 630 I
don't want to go in the cold. Idon't want to go work out at 630
(15:26):
I should have just done it.
BEATE CHELETTE (15:28):
I don't blame you for not wanting to go on a
cold plunge in Buffalo at 6 (15:30):
30 in the morning. I mean, just
from an empathetic
Seth Greene (15:33):
I appreciate Well, I felt I was like, No, I'm doing
it. I'm messing around. And Ifelt fantastic. I was like, I
should have done this an hourand a half ago.
BEATE CHELETTE (15:41):
Yeah, sometimes what helps me is to listen to a
particular type of ceremonialmusic, because it really takes
me, if I feel like it opens upall my channels, and I can
really feel what it feels liketo be connected to energy and to
this sort of space, and then ithelps me to receive the
(16:04):
information that I need, and Ican fill my body with the energy
and the positivity and thebelief, and then I can, I can go
back and do my phone calls.
Fascinating. So, all right, sonow we've covered that. We
actually need to start at thetop, at the head, at the
mindset, and get ourselves in astate where we can feel
(16:25):
positivity, calm, like, what isthere a particular state you're
trying to achieve? Like, whatstate is it? Is there any way we
can describe it?
Seth Greene (16:39):
Positive, expectation, happy, excited,
optimistic, confident. So Ithink my when I and I'm looking
at my date with destiny posterlike the most for me personally,
the most important emotionalstate to be in is a state
certainty of I'm excited this isgoing whatever it is is going to
work.
BEATE CHELETTE (16:59):
Do you use the more spiritual aspect of what is
yours is yours, and I'll comenaturally to you, or are you
with the expectation that thisthing will happen?
Seth Greene (17:07):
So I'll borrow a quote from someone else. I don't
know who said it, but it's, praylike everything depends on God.
Work like everything depends onyou. Okay, so I'm Yes, I'm all
for I've got the affirmationsand the incantations in the in
the prayers written, writing on,and I've got all that. And I
know that I can't just sit crosslegged, meditate and go, I want
(17:29):
a Ferrari. I want to I have aFerrari. I have a Ferrari,
right? I gotta go work mywhatever off to actually make
the money to pay for saidFerrari. It's not showing up in
my driveway unless I can writethe check.
BEATE CHELETTE (17:39):
Okay? So there's a practicality to it, which I
really appreciate about you,because you seemingly combine
the Woo, woo, as many peoplecall it, with a practical, which
is why I created this show.
Because I wanted to show thatsuccessful people utilize these
principles. It's because they'renot woo, woo. They're
scientific. They're proven.
(17:59):
They're proven to work. It's,you know, it's the way we
control our thinking. It's whatwe allow to bring into our
lives. But you still have totake the actions, because it's
not going to be popping in yourin your in your lap. So now I
want to go back to marketing.
You are talking abouttraditional transactional
marketing methods, and then youtalk about the better method,
(18:21):
which is the one that youdeveloped? Do you want to help
us understand the difference?
Seth Greene (18:26):
Sure. So I think that what's forgive the term
perceived as sexy is the shinynew object, the new course, the
new social network. Oh, I gottabe on Tiktok. Oh, I gotta have a
membership site on school,whatever that thing is. And
crypto, oh, instantly, 75 dayslater, everyone's got a crypto
(18:48):
course, right, and we're allgonna make a million dollars
with some algorithm tradingcrypto. And instantly, there's
crypto gurus. And I think thatyou can't do tactics unless you
have the right strategy, and yougotta have the right mindset
that fuels that. So one of thestrategies that we are most
known for, which is, I thinkwhere you're headed is our
concept of growing your businessby yourself can be challenging.
(19:12):
Get other people to do it foryou. You already there are other
whoever your ideal customer,client, patient prospect, is
someone else, and probably a lotof someone's in your market,
whether it's local, national orregional, has your customers as
their customers, and they don'tcompete with you. They are your
co opetition, not yourcompetition. And we created a
five step framework process forgetting 50 of those cooperators,
(19:37):
forgive the made up word, 50 ofthose people to promote your
business to their audience 50weeks in a row, and thus give
you most of the business growththat you're going to need
without probably spending $1 onads or shiny objects.
BEATE CHELETTE (19:51):
It sounds absolutely amazing. It's sort of
a referral on steroids.
Seth Greene (19:55):
Absolutely we figured, yes, I, out of
desperation myself, years ago,took away. I figured, worked
with Dan Kennedy and Chet Holmesto figure out a way to put word
of mouth on steroids,intentionally. Because if you
ask most businesses, where doyou get most of your business? A
lot of it is word of mouth andreferrals. And then if I ask the
question, okay, your spouseneeds life saving surgery
tomorrow, health insurance won'tcover it. It's going to cost you
(20:17):
an extra million dollars, andyou need it in 24 hours. Can you
go triple the number of organicreferrals you get in 24 hours to
make that happen? And everyonesays, Of course not. He said,
What if there was a way toactually scale word of mouth?
BEATE CHELETTE (20:31):
Well, now we need to know what the system is,
yes. So No, no, my fingernailsare hanging on the cliff in
anticipation.
Seth Greene (20:41):
Thank you for that visual. So we I call it the
"Dream 50 Process," D, R, E, A,M, every letter. It's an
acronym. D stands for define,and I'm going to do a two minute
version of it here. I wrote anentire book on it. We've got an
hour long webinar on it, all ofwhich we're happy to make
available to your listeners andviewers, but we gotta define who
(21:02):
is our ideal client, who elseserves them, and where do those
people? Where do those microinfluencers? Or if we're
national, maybe they're real,bigger influencers, where do
they hang out? So that's adefined step. Then you've got to
reach out to those people,right? And that could be email,
could be phone, could be snailmail, could be social media,
depending on what contactinformation you have, then the
(21:24):
biggest first, the E step is forengage. How do I get that person
to say yes? Because I'm notcoming out of nowhere and saying
hi, B, you don't know me, butpromote me to your audience,
right? That's spammy, but if Isaid hey, I'd like to have you
on my feature, you on mypodcast, and promote it to all
of my listeners and all of myemail lists and all my social
media. Social media followings.
You say, awesome. I would loveto do that. So my first step,
(21:45):
really the first visible step,is getting you to be on my
podcast, so now, listeners,viewers of the show.
Congratulations, all mypodcasters, if you weren't
before, I want you to have apodcast, because it is the
greatest networking tool everinvented, in my humble opinion,
and it is a great way to build arelationship. Because what
(22:06):
better way I everybody'sfavorite radio station is WIFM,
what's in it? For me, everyone'sfavorite topic to talk about is
themselves. So if I have you onmy podcast and let you talk
about yourself for 30 minutes,you will fall in love with me,
not literally, but you will lovethe process. I did this for
three hours as an experimentwith someone sitting next to me
on a plane, and at the end theysaid, you're the best
conversationalist I've evertalked to. And I said, really,
(22:26):
because I asked you, like, fourquestions, and you talk for
three hours. So apparently theythought I was the most
interesting person. They said,You're the most interesting
person. I said, you don't know adamn thing about me. You didn't
ask me any questions. You talkedbut you think I'm interesting
because I was interested. So beinterested in someone, interview
that ideal influencer for halfan hour. Then you're going to
post, create social mediacontent and all that other
(22:48):
stuff. You're going to take your10 to 12 best interviews and put
them in a book, publish a book,and get them to promote the
book, because they're in it, andI got an Amazon best selling
book on the topic. Then I've gotto turn them into a real
relationship, because right nowall you did was promote that you
were on my show. So there's awhole pro a separate five step
process to get someone to gofrom Thank you for having me as
a guest on your show to I'mgoing to tell my whole world
(23:10):
they should go directly buy yourstuff. I'm going to tell them to
go to your webinar. I'm going totell them to take advantage of
your offer, whatever that thingmight be. And then once they're
doing that, and I basically turnthem into an affiliate or a
joint venture partner orreferral partner, whatever word
you want to use, I then they'redriving traffic to me. They're
people that they've endorsed,saying, hey, go check Seth out.
(23:32):
Right then I've got to have away to capture those leads
connect with, usually, hopefullyan irresistible offer. I've got
to connect with them and deliverwhat I promised, and deliver
what I promised, and I've got toconvert them into someone who,
ultimately, if they're the rightfit, is giving us actual money.
So that's the fastest lightninground version I've ever done of
what is normally a 60 minute tothree day workshop.
BEATE CHELETTE (23:53):
Well, but you can say it simply, which means
it must work. I've find thatpeople that take a long time to
explain something AlbertEinstein said, if you can say it
simply, you don't understand itwell enough. So that is actually
a litmus test, I think, that weall as business owners have to
pass. Can we say what we do in ashort amount of time, or can we
(24:15):
not? Because then you haven'tflushed it out yet. So you also
talk about different platforms,so I want to spend a little bit
of time on this. What's theright platform for me?
Seth Greene (24:28):
I have no idea, and you don't either, because people
just go with where whatever isthe new thing, right? Tiktok is
all the rage. So my daughter'sgot my wife onto Tiktok, so then
I had to build her a followingon Tiktok. And now she has, I
don't know, like 14,000followers on Tiktok. Followers
on Tiktok. So she got seduced bythe shiny object of the new
(24:48):
thing, right? So what platformis right for you? Isn't it
should be based on where yourtarget market hangs out, right?
If you are trying to reach 80year old widows with arthritis.
This. Tiktok and Snapchat aren'tfor you. They're not there yet
in large numbers, direct mailwould work. Facebook would work
because they're on, like, mymother's on Facebook, not to
(25:10):
connect with people from highschool, but to watch the
pictures of my kids, that hergrandkids, that my wife posts,
right? That's why she's on, tosee what her grandkids are doing
every day. So I think you got tothink backwards, and you got to
start at the beginning and go,who is my target? And go, who is
my target market? Where do theyspend their time? That's what
platform you should be on.
BEATE CHELETTE (25:27):
And that changes. Yeah, it does
constantly. Yeah, I will saythat I find Twitter is
absolutely useless because it'sjust a vile incest pool of just
negativity, and I find thatreally, truly a waste of time
and energy. And I find somebodyelse, Twitter is the perfect
place.
Seth Greene (25:47):
It's just not for you exactly, but someone who
wants the vile incest pool ofnegativity as their client.
Twitter's their dream
BEATE CHELETTE (25:55):
pillows for anyone, right? So I think it
really depends you absolutelycorrect. What resonates with
you. I'm actually finding, Idon't know if you have any
experience with substack yet,but that's a medium I've become
extremely interested in, becauseit feels like the resistance or
the thought leaders have goneover there, and it's creating
its own little culture of Ialready can see some of the
(26:17):
internet marketing techniquesinfiltrating, but for the most
part, it feels that there's alot of really good conversations
to be had, because it's not sooverrun, so people still take
time to comment and respond. Soit's a really good platform to
explore, certainly for me rightnow. LinkedIn, what are your
thoughts on LinkedIn? Everybodytalks about LinkedIn? Is
LinkedIn a good platform
Seth Greene (26:38):
depends on if your target market is there. So I
love LinkedIn. All of my targetmarket, all of my business to
business target markets arethere. I use it every single
day. We developed our ownLinkedIn software, because none
of the programs in themarketplace, all the dozens of
automation programs I tried,would do what I wanted. So we
built our own that works betterbecause it's got human
(26:59):
oversight. It's not just AI gonecrazy. So for me, for our B to B
clients, love LinkedIn, generatequalified interested leads every
single day if you want stay athome moms, LinkedIn is probably
not for you.
BEATE CHELETTE (27:11):
Yeah, exactly.
So I like this idea of theframework. The framework works
when you are going to go to theplace where your potential
client is. Is there anyrecommendation you have on how
many of these channels somebodyshould use? Because I know
people who try to do all ofthem, me
Seth Greene (27:30):
too. And the problem is, it's exhausting, and
then they're using automationtools, and they're repurposing
content on different platforms,but they're not changing it to
be native to that platform, soit doesn't work as well as they
had hoped. So. No, I don't thinkyou need to be on all the
platforms all the time, all atonce. I think I would say, pick
the platform that the majorityof your client base, your of
(27:51):
your desired client base spendsthe most time on, plant your
flag on that platform, and getreally good at that platform.
And when you have so oneplatform, one target market, one
platform, one offer, and thenwhen you've mined all of the
gold in that platform, or you'vemined so much you can afford to
diversify and pay someone tohelp you go on another platform,
(28:12):
then add another platform. Butthese people just starting out,
and we're going, I gotta be on17 different networks. You don't
really, and you would, insteadof going wide and narrow. I'd
rather you go shallow. I'drather you go deep, as opposed
to trying to do a little bit oneverything. I pick the one
that's most likely going to besuccessful for you, and go deep
(28:32):
on that one, narrow and deep.
BEATE CHELETTE (28:34):
I love it. And as we closing out, I want to ask
you you talk about initialoutreach is good online, but
then you have to take itoffline.
Seth Greene (28:45):
So to me, the one platform that's never gonna go
away and delivers like nothingelse is honestly direct mail.
Because think about even if youhad a fabulous relationship with
your email list and half of themopen every email you sent, that
still means half aren't seeinganything. And when was the last
time you like said, Oh my God,this email is amazing. I'm going
to save it forever, probablynever. So direct mail, I can
(29:10):
there's no spam rules. I can getstraight to you, avoid any
gatekeepers, and it's gotperceived value. And I can show
up like nobody else, like I canshow up, I can send lumpy direct
mail. If my prospects worthenough, I can I could spend
hundreds of dollars to get onepackage in front of them and get
(29:32):
a really incredibly highresponse rate that I'll never
get in terms of just email.
Everyone just defaults to emailbecause it's cheap to send and
it's scalable. Well, I'd ratherget instead of a spray and pray
approach, I'd rather forgive themilitary term. I'd rather have a
laser guided sniper rifle andactually hit my target. That is
so Dan Kennedy, you know thelumpy mail? Yeah, grew up with
(29:52):
Dan. He's where I learned itstarted. We still send millions
of pieces of direct mail tothis. Day, because it works
better than almost anythingelse. So I'm happy to generate
the lead online. But if I canget our clients to add offline
follow up, their conversionrates will get much higher.
BEATE CHELETTE (30:10):
That's unbelievable. All right, as we
are, as we closing this, isthere anything that you want to
add that I should have asked youwhere you go? We need to cover
this one thing before afantastic job.
Seth Greene (30:21):
Am I allowed to give your listeners someplace to
go to learn more the well, if wedon't add another piece of
wisdom, we're gonna tell themwhere to get the wisdom. So go
ahead, yes. So my ninth Amazonbest selling book is "The
Ultimate Guide To Growing YourBusiness With A Podcast: How To
Turn Warm, Fuzzy Feelings IntoCold, Hard Cash," and is a deep
(30:41):
dive on some of the things we'vebeen talking about today, you
can get special for our podcastlisteners here today, you can
get 30% off the Amazon price ifyou go to
ultimatepodcastbook.com.
BEATE CHELETTE (30:52):
Okay, excellent, wonderful. So one call to
action, keep it simple, noconfusion. It's been really
fabulous. You know, I do this alot. This is definitely one of
my favorites, because I feel,yeah, I feel like you, you let
me ask you questions, and youanswered. You answered honestly
(31:15):
and enthusiastically, and you,you really combine both, like, I
believe what you tell me, andthat's the most important thing
that I want to bring to myaudience, is, you know, is it
real? Do we believe what he'sbringing to our audience? And
you certainly fulfilled that. Sofor that, I'd be I'm very
grateful to you. So thank youfor coming on the show.
Seth Greene (31:33):
My pleasure. It's been an amazing interview. I've
done 1000s, and I'm really,really pleased you're doing a
great job.
BEATE CHELETTE (31:40):
Thank you so much, and that is it for us, for
today. Thank you so much forlistening to or watching this
episode of the Business GrowthArchitect Show. Now, if you know
someone who is struggling withmarketing because they cannot
figure out the magic formula,please send them a copy of the
link to this show so they canlisten to it and maybe get some
(32:02):
ideas on how they can be moresuccessful in marketing. And
with that, I say goodbye. Soappreciate you being here. Thank
you so much for listening to theentire episode. Please subscribe
to the podcast, give us a fivestar, review, a comment and
share this episode with one moreperson so that you can help us
help more people. Thank youagain until next time. Goodbye.
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