What Joe Polish Taught Me about Lead Generation

PerryMarketing Blog3 Comments

Share This Post

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 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:


“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.”

"What should I do next to grow my business this year?" Take my 2-minute quiz and I'll show you where you'll get the most bang for your buck.

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.

Share This Post

About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.

3 Comments on “What Joe Polish Taught Me about Lead Generation”

  1. 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.

  2. 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?

  3. 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?

Leave a Reply

Your email address will not be published. Required fields are marked *