More Cheese Less Whiskers

• Ep262: Capabilities multiplied by Reach

  Acting skills can transform legal outcomes in ways most trial attorneys never consider. Today on the More Cheese Less Whiskers Podcast, I'm talking with Olivia and Steve from Trial Haus Consulting, who met in college theater and now help attorneys deliver more compelling courtroom performances. They've seen remarkable results helping attorneys shift from traditional impeachment approaches to more conversational techniques, contributing to over $40 million in verdicts since 2022 and even helping secure an acquittal in a potential life sentence case. We had a fascinating discussion about moving beyond hourly billing to align their interests with attorneys through contingency arrangements, plus creating systems to document and scale their unique approach. This podcast really demonstrates how bringing specialized expertise from one field into another can create breakthrough value. It's a great example of using my VCR (Vision, Capabilities, Reach) formula to expand impact.     Key Takeaways: We're talking with Olivia and Steve, co-founders of Trial Haus Consulting, who have developed innovative programs blending theatrical techniques with legal practice. Their eight-week program aims to enhance advocacy and storytelling skills in the courtroom by integrating improv and scripted acting methods. Olivia and Steve explain their focus on cross-examination strategies, highlighting techniques like the "yes and no" method. They share a case study of a seasoned attorney who achieved a significant verdict using these skills, showcasing the transformative potential of their approach. We explore Trial House Consulting's business dynamics, including the benefits of remote work and balancing billable hours with business development. Olivia and Steve discuss the shift from in-person sessions to online courses, which allows for greater flexibility and client interaction. The episode delves into the challenges of operating in high-stakes environments, emphasizing the need to align service delivery with clients' financial constraints. Olivia and Steve consider strategies to demonstrate their value in the American legal system, where payments are often contingent on case outcomes. We examine the email marketing strategies employed by Trial House Consulting to manage and engage their list of trial attorneys. Olivia and Steve focus on retaining top-tier clients and leveraging marketing investments to drive repeat business, emphasizing the importance of adding value to their communications. Olivia and Steve discuss the concept of viewing excess capacity as "investable hours" and how collaborating with trial attorneys on a contingency basis can lead to strategic growth. They highlight the potential benefits of offering their services as a strategic asset to enhance client outcomes. The episode concludes with Olivia and Steve expressing gratitude for the collaborative journey and their excitement for future opportunities. They share their commitment to maintaining communication and fostering a sense of camaraderie and optimism within the legal consulting community.       Show Links: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

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• Ep261: Finding Invisible Prospects with Megan Cannon

  Finding invisible prospects is often the biggest challenge for service businesses. Today on the More Cheese Less Whiskers podcast, We're talking with Megan Cannon, owner of Back to Balance Counseling and Consulting in the western suburbs of Chicago about an 'I want that' response in people. Megan specializes in helping high achievers, overwhelmed parents, and anxious teenagers find relief through empirically supported treatments. Her practice is thriving with over a thousand sessions monthly, but she's looking to grow her team and reach more daytime clients. We explored how to create a "prospect vending machine" by using targeted ways to transform invisible prospects into visible ones. Rather than just positioning to be selected through referrals or social media, we discussed proactively identifying people who need help with anxiety, OCD, and executive burnout within her five-mile radius. The conversation revealed how offering valuable content like a book can both generate new leads and enhance referrals, turning "refer a friend" into the more powerful "give a friend" approach.   Key Takeaways: I introduce Megan Cannon, the owner of Back to Balance Counseling and Consulting, who discusses her practice's focus on supporting high achievers, overwhelmed parents, and anxious teenagers in the western suburbs of Chicago. Megan emphasizes the benefits of in-person therapy sessions and shares her plans to expand her team to meet growing client demand, highlighting the need for more qualified clinicians. We delve into strategies for attracting daytime therapy clients, particularly focusing on college students, stay-at-home parents, and remote workers. We also address the importance of maintaining a work-life balance for therapists. Megan discusses the role of indirect referrals in connecting therapists with potential clients and explains her approach to helping clients change their relationship with anxiety. We explore innovative clinic growth strategies, including the use of social media ads and resources like an anxiety solution book to turn invisible prospects into visible ones. The episode highlights the effectiveness of using books as lead generation tools, focusing on creating captivating titles and covers to attract potential clients. Megan shares her experiences with email engagement to nurture relationships with potential clients, demonstrating how to maintain a supportive presence for individuals seeking help now or in the future.     Show Links: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com

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• Ep260: Building a Thriving Practice with Joseph Tanti

  Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Dr. Joseph Tanti, a chiropractor who recently purchased a 30-year established practice in Edmonton, Alberta. We talked about increasing his Return-on-Relationships, measuring spines under management and creating systems to orchestrate referrals rather than just hoping for them by using something like the World's Most Interesting Postcard to 'program' patients to notice high-probability conversations about back pain, sciatica, or other conditions he treats. We also explored how targeting specific conditions with lead magnets can transform invisible prospects into visible ones within his five-mile radius. Books like the Plantar Fasciitis Solution, are great ways that people identify themselves as exactly the person who needs your help. These approaches work for all sorts of businesses where customers might not recognize all the ways you can help them.   Key Takeaways: I explored Joseph's transition from taking over a long-established chiropractic practice and discussed Joseph's focus in Edmonton on patient retention through innovative marketing strategies, such as pay-per-click advertising, email newsletters, and community events tailored to attract new patients while maintaining the practice's 30-year history. The conversation highlighted Joseph's concept of "return on relationship," emphasizing the importance of regular communication and engagement with patients, particularly those with sedentary lifestyles, to prevent recurring issues. Joseph shared his evidence-based approach to chiropractic care, concentrating on musculoskeletal issues and the intersection with physiotherapy, moving from acute pain management to maintenance care for lasting wellness. We examined the process of orchestrating referrals through meaningful conversations, emphasizing the importance of actively connecting people with solutions rather than merely mentioning names. Joseph described the use of strategic engagement tools like text systems and embedded cues in communications to enhance patient relationships and increase referrals. The episode delved into identifying visible and invisible prospects, using social media advertising to transform them into leads, and leveraging both digital and physical materials to maintain patient engagement., Alberta, to strategizing for its sustainable growth, including his journey to becoming an orthopedic specialist. We discussed Joseph's focus on patient retention through innovative marketing strategies, such as pay-per-click advertising       Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com  

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• Ep259: Creating a New Before Unit with Paul Deloughery

  Family businesses need more than just legal documents to secure their legacy. Today on the More Cheese Less Whiskers podcast, we’re talking with Paul Deloughery, a probate and estate planning attorney with over 25 years of experience working with business owners and families. We explore how Paul can apply the Before Unit framework to attract his ideal clients - business owners who need more than standard estate planning. By selecting the right audience and creating a compelling offer like his "family benefits plan," he can build trust before prospects even consider hiring him. This approach transforms his service from reactive problem-solving to proactive relationship building. Paul's story about reuniting an estranged family shows the power of this approach. Rather than waiting until after death creates painful conflicts, he's creating a new category of service that addresses the underlying dynamics. This perfectly demonstrates how patiently educating and motivating people, and presenting the right offer can create breakthrough results for professional service providers.   Key Takeaways: Focusing on the "who" you want to be a hero to is essential before determining your best service offering and its price point. Creating a "family benefits plan" instead of a "family constitution" demonstrates how language choice significantly impacts client perception and engagement. Building a prospect "vending machine" requires clearly articulated outcomes that prospects can visualize and would willingly pay to achieve. The concept of a "stress test" for estate plans provides a concrete, marketable service that appeals to proactive clients who already understand the importance of planning. Using carefully chosen emotional language like "avoidable surprises that derail even the most cautious estate plans" creates more engagement than technical legal terminology. Focusing on specific, tangible outcomes (like peaceful family Thanksgiving dinners) makes abstract services concrete and compelling to potential clients. Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com  

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• Ep258: Crafting a Business Masterpiece with Chris Wysokowski

    In this episode of More Cheese, Less Whiskers, Chris Wysokowski shares his journey from working in his family’s painting business to helping others grow theirs. He discusses transitioning from hands-on projects to strategy and business development, emphasizing the importance of maintaining relationships with past clients.  Chris explains how to treat completed projects as "homes under management" and stay top of mind through regular communication. He also introduces methods to create more opportunities from each job, using tools like an annual touchpoint calendar and circle radius prospecting.  Chris's approach focuses on building long-term success through smart planning and relationship management, shifting from chasing new leads to creating a steady stream of work from satisfied clients. Summary: In the episode, I introduce Chris Weissakowski, who shares his journey from a hands-on painter to a business growth mentor, highlighting the importance of transitioning from operational tasks to strategic business development. Chris emphasizes the significance of maintaining strong relationships with past clients, viewing completed projects as "homes under management," to enhance business revenue through repeat and referral opportunities. We discuss systematic approaches to maximize a painting business's potential, including the use of an annual touchpoint calendar and innovative metrics like "gallons under management" for project scope assessment. Chris provides insights into effective customer engagement and project management, introducing strategies such as circle radius prospecting to expand business opportunities from a single job. The episode delves into the development of a structured and repeatable business growth system, emphasizing the documentation of processes and the use of CRM systems for better client management. We explore how Chris's strategic insights, influenced by industry leaders like Jay Abraham and Dan Kennedy, can empower entrepreneurs to enhance their businesses, particularly in local markets like Eastern North Carolina. The conversation highlights the potential for impactful change through clarity and continuous improvement, setting the stage for a transformative year in business development for painting contractors. Show LInks: ProfitActivatorScore.com BreakthroughDNA.com 90minutebooks.com  

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