What Joe Polish Taught Me about Lead Generation

Joe Polish is a legend in the marketing world. He’s a former carpet cleaner turned marketing guru He’s pals with the likes of Richard Branson and Paula Abdul. The running joke about Joe is, he always says “Let me introduce you to my good friend ____” because EVERYBODY is Joe’s good friend.

joe polish bill gates What Joe Polish Taught Me about Lead Generation

Joe Polish with Rupert Murdoch and Bill Gates

A long time ago – one year out of the Dilbert Cube, struggling to get my biz off the ground – I cornered Joe in a restaurant at a seminar one night, bought him a hamburger, and picked his brain.

His #1 piece of advice was:

GO D-E-E-P INTO YOUR MARKET.

“Here’s what I mean, Perry. Do not just skim the cream off the top of the market, shake off the low hanging fruit and be content with that. If you do that, you’ll only get the most fickle customers.”

He continued: “If that’s all you do, you’re super vulnerable to competition knocking you off. Eventually someone will. What you should do instead is be the guy who’s willing and able to spend more than everyone else to get a customer. It makes you one stiff competitor and gets you access to customers that nobody else can reach.”

He went on to regale me with stories of how he would intentionally drive his competitors out of business by luring them into markets and magazines where they could never even hope to break even – he knew it but they didn’t.

Probably 5-6 years later when I was compulsively, tirelessly banging the AdWords drum and driving my stake deep into the ground – I suddenly remembered where I’d gotten that. I’d gotten it from Joe.

About the Author

Entrepreneur Magazine says: "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax."

He is referenced across the Internet and by The New York Times, The Washington Post, USA Today, the Chicago Tribune and Forbes Magazine.

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Posted by Perry on October 14th, 2012. Filed in Marketing Blog. Tagged as , , , , , , , , , , , , , , , , , , , . Follow responses thru Comments RSS. Follow responses thru Comments RSS.

Comments on What Joe Polish Taught Me about Lead Generation »

  • Kent says:

    Thanks for the advice Joe. But what does “spend more than everyone else to get a customer” really means? Do you have any case study?

  • I don’t know if you always have to be the one spending more, but you always need to be spending smarter. If you can do with $5 what the competition needs $10 for than you can, in theory, do twice as much as them, no matter how tight the competition is. What can you do that no one else is doing or doing well to stand out?

  • Bill says:

    I think this advice comes straight from Sir Gary of Halbert.

    Invite your competition onto the killing field. They don’t know they’re in a fight until you sink the blade in.

    Once they’re bled out, even if you’re also bleeding you’re still alive. And their blood just fertilizes your new field of abundance. And you’re stronger for the fight.

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