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Just The Tips, with James P. Friel and Dean Holland - The Iceberg Effect - The Hidden Things You Need To Know About Scaling Your Business, Ep 178

The Iceberg Effect - The Hidden Things You Need To Know About Scaling Your Business, Ep 178

12/31/20 • 55 min

Just The Tips, with James P. Friel and Dean Holland

“How do I get new customers??” That’s what most people new to business focus on. It’s what a lot of business training focuses on, and what a lot of established businesses show to the world.

What most people don’t tell you is that there’s a huge problem with focusing only on new customers: It’s not only expensive, it’s not sustainable. New customers are just the tip of the iceberg. Without a backend to your business, you’ll hit a wall and you won’t be able to get around it.

In this episode, James and Dean dive into what has to happen below the surface of your business in order for you to grow it. Tune in to hear exactly why focusing only on new customers is a business death sentence, and what to put in place so you aren’t dependent only on new customers for every dime you earn. This episode will be especially helpful if you’re interested in affiliate marketing, but it applies to all business models.

You Need The Whole Iceberg

New customers are an important part of business; however, new customers are not enough to grow and sustain a profitable business. They can get you off the ground, but in order for you to stay off the ground AND go even higher, you need the rest of the iceberg. Tune into this episode to hear what to do once you’ve acquired a customer.

Why The Tip Of The Iceberg’s Not Enough

The cost to acquire a customer is going up all the time. James used to pay 30 cents when someone clicked on one of his Facebook ads. Now he pays $3.50. Costs in other marketing mediums are up, too. New customers are the most expensive to acquire. They don’t know you and they don’t yet trust you. When ALL your time and money are devoted to new customers--aka the tip of the iceberg--it’s only a matter of time before you end up spinning your wheels.

The Break Even Point

People new to business are often under the impression that if you’re not profiting from new customers, you’re failing. That’s simply not true. The tip of the iceberg--the front end of your business--is not about profit. It’s about getting customers in the door so you can offer them more solutions. If your front-end is profitable, it means you have room to scale your customer acquisition efforts.

Keep Solving Problems

Profit happens on the backend of your business. That’s why the worst thing you can do is abandon people after they buy from you one time. You’ve spent all this time and money to acquire a customer. Instead of dropping off the face of the earth in pursuit of new customers, create and offer more solutions to your buyers.

When You Run Out Of Offers

If you reach a point where you can’t solve any more problems for your customers--or they just need help with something you don’t know how to do and don’t care to learn--consider affiliate marketing and referral partnerships. Send your customers to people and products you use and believe in. Become your customers’ trusted guide, show you care about their success by doing what it takes to help them (including sending them to other people), and still make money.

Outline of This Episode
  • Never focus on just the tip of the iceberg [5:45]
  • Who will fold up and who will grow their business [15:05]
  • Get to the break even point [21:30]
  • He who can pay the most, wins [26:25]
  • Money is made beneath the surface [30:05]
  • Keep solving your customers’ problems [37:40]
  • How to use affiliate marketing on the backend [45:03]
Resources & People Mentioned

Music for “Just The Tips” is titled, “Happy Happy Game Show” by Kevin MacLeod (http://incompetech.com) Licensed under Creative Commons: By Attribution 3.0 License

Connect With James and Dean

James P. Friel:

Dean Holland:

JTT Facebook Page -

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“How do I get new customers??” That’s what most people new to business focus on. It’s what a lot of business training focuses on, and what a lot of established businesses show to the world.

What most people don’t tell you is that there’s a huge problem with focusing only on new customers: It’s not only expensive, it’s not sustainable. New customers are just the tip of the iceberg. Without a backend to your business, you’ll hit a wall and you won’t be able to get around it.

In this episode, James and Dean dive into what has to happen below the surface of your business in order for you to grow it. Tune in to hear exactly why focusing only on new customers is a business death sentence, and what to put in place so you aren’t dependent only on new customers for every dime you earn. This episode will be especially helpful if you’re interested in affiliate marketing, but it applies to all business models.

You Need The Whole Iceberg

New customers are an important part of business; however, new customers are not enough to grow and sustain a profitable business. They can get you off the ground, but in order for you to stay off the ground AND go even higher, you need the rest of the iceberg. Tune into this episode to hear what to do once you’ve acquired a customer.

Why The Tip Of The Iceberg’s Not Enough

The cost to acquire a customer is going up all the time. James used to pay 30 cents when someone clicked on one of his Facebook ads. Now he pays $3.50. Costs in other marketing mediums are up, too. New customers are the most expensive to acquire. They don’t know you and they don’t yet trust you. When ALL your time and money are devoted to new customers--aka the tip of the iceberg--it’s only a matter of time before you end up spinning your wheels.

The Break Even Point

People new to business are often under the impression that if you’re not profiting from new customers, you’re failing. That’s simply not true. The tip of the iceberg--the front end of your business--is not about profit. It’s about getting customers in the door so you can offer them more solutions. If your front-end is profitable, it means you have room to scale your customer acquisition efforts.

Keep Solving Problems

Profit happens on the backend of your business. That’s why the worst thing you can do is abandon people after they buy from you one time. You’ve spent all this time and money to acquire a customer. Instead of dropping off the face of the earth in pursuit of new customers, create and offer more solutions to your buyers.

When You Run Out Of Offers

If you reach a point where you can’t solve any more problems for your customers--or they just need help with something you don’t know how to do and don’t care to learn--consider affiliate marketing and referral partnerships. Send your customers to people and products you use and believe in. Become your customers’ trusted guide, show you care about their success by doing what it takes to help them (including sending them to other people), and still make money.

Outline of This Episode
  • Never focus on just the tip of the iceberg [5:45]
  • Who will fold up and who will grow their business [15:05]
  • Get to the break even point [21:30]
  • He who can pay the most, wins [26:25]
  • Money is made beneath the surface [30:05]
  • Keep solving your customers’ problems [37:40]
  • How to use affiliate marketing on the backend [45:03]
Resources & People Mentioned

Music for “Just The Tips” is titled, “Happy Happy Game Show” by Kevin MacLeod (http://incompetech.com) Licensed under Creative Commons: By Attribution 3.0 License

Connect With James and Dean

James P. Friel:

Dean Holland:

JTT Facebook Page -

Previous Episode

undefined - How to Achieve Impossible Goals with Jeff Griffin, Ep 177

How to Achieve Impossible Goals with Jeff Griffin, Ep 177

Jeff “Griff” Griffin calls himself the best unknown speaker you’ve never heard of. After a 40-foot fall from scaffolding crushed his spine, and his college football dreams along with it, Griff was faced with a decision: Stay down and wallow in self-pity, or dream new dreams.

Griff chose to dream new dreams, and has since gone on to become a Paralympic silver medalist and world-renowned inspirational speaker who helps people achieve impossible goals.

You don’t have to be paralyzed physically to be paralyzed by things like doubt, fear, and complacency.

If achieving impossible goals still feels impossible to you, tune into this episode for Griff’s tips for taking what seems impossible and making it reality.

Where Achieving The Impossible Starts

Griff’s dream was to play college football. But after falling off a ladder while painting a barn, Griff lost the use of his legs, and found himself at a crossroads with two clear choices: Let his new reality stop him, or find a new way forward. Griff’s gone on to do things people told him were impossible for a man in a wheelchair to do, because he chose to believe there was another way. Making the “impossible” your reality starts with what you believe.

The Problem Isn’t A Problem

When challenges pop up, most people focus on the problem and the excuses about why they can’t solve it. For Griff, it would have been to focus on the problem of being in a wheelchair. Instead, he focused on finding solutions. If your goal seems impossible, it’s because you’re focusing your time and energy on the problem. Shift to focusing on the solution. And tune into this episode to hear about Griff’s simple solution framework to solving any problem.

When Others Say You Can’t

James’ grandfather once told him, “When someone tells you they can’t, what they’re really saying is that THEY can’t.” Griff not only agrees, he’s proven over and over again that other people’s limitations about him aren’t really about him. Listen to this episode and you’ll hear incredible examples of where other people--even Navy SEALS--put limits on Griff that he went on to bust.

What You Don’t Want

Because it’s often easier to get clear on what you don’t want than what you DO want, what you don’t want is where your focus goes. But when you put all your energy into focusing on what you don’t want, that’s exactly what you get more of. That’s why Griff developed a technique to use what you don’t want to identify what you DO want, so you can focus on that instead. Tune into this episode to hear how it works and start getting what you want instead of what you don’t.

Holy Habits And A Righteous Routine

Entrepreneurs and peak performers eager for results come to Griff asking for the tips, tools, and skills they think it takes to get where they want to be. But Griff says there are two critically important areas you’ve got to address before you can even begin to go after your results. Listen to this episode for Griff’s tips on what these two areas are, and why achieving that “impossible” goal without them may very well prove impossible.

Outline of This Episode
  • The best unknown speaker you’ve never heard of [5:30]
  • When the moment to perform has arrived [13:05]
  • The P-Squared Mindset [16:30]
  • Don’t accept other people’s limitations about you [23:00]
  • The problem with not knowing what you want [28:31]
  • The Law of Harvest [37:40]
  • Freed by a prisoner [50:05]
Resources & People Mentioned

Music for “Just The Tips” is titled, “Happy Happy Game Show” by Kevin MacLeod (http://incompetech.com) Licensed under Creative Commons: By Attribution 3.0 License

Connect With James and Dean

James P. Friel:

Next Episode

undefined - How To Get To 10K In Monthly Sales with Gina DeVee, Ep 179

How To Get To 10K In Monthly Sales with Gina DeVee, Ep 179

Hitting your first $10,000 a month is a huge milestone. Even once you’ve surpassed it, who wouldn’t want an extra $10K a month every month?

In this episode James and Dean welcome Gina DeVee, entrepreneur and creator of Divine Living, to share her best tips for hitting your first $10K. She’ll also dispel the mindsets and myths getting in the way of that first $10K.

Growing up, Gina was raised to believe you go to college and get a job, so that’s exactly what she did. She got her master’s degree, but also walked away with $75,000 in debt and hating what she was doing. To add insult to injury, she was 30 years old and living with her parents.

Knowing there was more out there for her, Gina moved to Los Angeles to pursue her own dreams. Things weren’t going all that well until Gina accepted a friend’s invitation to attend an event where Bob Proctor took the stage and told everyone in the audience: There’s no shortage of money and there’s no shortage of clients.

That statement, along with everything else Gina heard at the event, blew up everything Gina thought she knew about money and how to make it...so much so that days after the event ended, she sold SIX of her first $10K packages.

Tune into this episode to hear how she did it, how you can do it, too, and MUCH more.

Good And Broke Or The Devil’s Puppet

The life-changing event Gina attended with her friend was called “The Science of Getting Rich.” Gina’s money beliefs at the time amounted to this: Be good and broke, or rich and sell your soul to the devil. What she learned at “The Science of Getting Rich,” however, profoundly transformed her mindset around money, to the degree that days after the event ended, she landed a $60,000 coaching gig. It really drove home that your mindset around money will limit you if you let it. Tune in to hear what Gina did to end her money mindset limitations.

I’m Not Worth That Much

Almost everyone who wants to grow their business battles imposter syndrome over and over. The same thoughts pop up each time, such as: “What I know isn’t worth that much. I don’t have enough experience. I’ll close clients. I won’t get clients. No one will pay that much.” If you’ve had thoughts like these about your prices, tune in to hear exactly why you ARE worth “that much,” and why there are people who’ll pay it.

Why You Never “Over” Overdeliver

Early-on, Gina felt she had to REALLY overdeliver when people paid her thousands of dollars at a time. This was especially true when she put together her first six-figure package. Even in this $100K package, where you’d expect the sun, the moon, and the stars, Gina stuffed so much into it that her clients felt overwhelmed. Tune into this episode to hear how to overdeliver to your clients without overwhelming them into inaction.

How To Set And Raise Your Prices

Most people have a comfort set point when it comes to their pricing, and the thought of charging more than that causes you to curl into the fetal position and procrastinate raising your prices. Gina’s got a simple tool to help you find your “financial frequency” and raise it. In this episode you’ll hear exactly what this tool is, how Gina used this tool to raise her own financial frequency, and the massive difference it made in her ability to reach her financial goals.

Where Are The Clients?

James and Dean get this question all the time, and in this episode you’ll learn Gina’s not-shocking answer, along with the one next step you need to take to bring in as many clients as you need. Gina will also reveal a huge social media marketing mistake to avoid, and dismantle the myth that more clients is always the answer to more money. (You’ll especially want to hear how many clients it took for Gina to make $1.2 million dollars from one offer.)

Outline of This Episode
  • Did everything right, still got it wrong [5:30]
  • There’s no lack of money or clients [11:10]
  • Making money is easy, struggling is what’s hard [19:45]
  • $1.2 million from a 5,000-person list [26:45]
  • How overdelivering can backfire [29:13]
  • Where to find clients [36:35]
  • Why you don’t need hundreds of people [40:40]
Resources & People Mentioned

Music for “Just The Tips” is titled, “Happy Happy Game Show” by Kevin MacLeod (http://incompetech.com) Licensed under Creative Commons: By

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