Cracking the Code with Ben Byrne

"Foreign."

Stuart: Welcome to another episode of the bookmore Show. It's Stuart here with a slight change plan. This week we had a show ready to go, but we've also just released the latest episode of the More Cheese, Less Whiskers podcast. Dean was talking to Ben Byrne, a marketing guy from Canada who's breaking into doing marketing for financial services. Guys, this is a really great conversation for us because it focuses on how to use a book to leverage that market. So I want to slip this into the, into the stream here and make sure you guys had a chance to listen to it. And then we'll be back next week with regular programming. So take a listen in. A couple of main points to pick up on I think are a just the concept of using a book to address an audience. Dean shares a couple of examples of people that we've helped already and how it's changed their results. The other thing to think about is the syndication element of it. So Ben's talking about doing marketing for financial services companies and Dean talks a lot about the scale ready algorithm and how once you've broken the code or cracked the code once, you can then leverage that into other areas. So the last thing to think about is if you're in an industry where that applies to you, if you're delivering a service to multiple other service providers or business and you can write the book that will then help them get leads. So base your success on their success and do everything that you can to create those results, those outcomes for them, then that's a great opportunity to use a book as a leverage tool. We talk about them quite a lot as white label books. We've done several where we've helped one person write the initial version of the book and then white label it for their clients. We do it in the real estate side of the business as well. So you've probably heard us talk about it. So listen in. I won't jump back in at the end because this is an hour podcast, so save jumping back in. I'll just leave you with a quick reminder if, if you haven't already checked out the More Cheese, Less Whiskers podcast, then head over to MoreCheeselessWhiskers.com and you can hear the other shows there. There's a number of great examples, including quite a few people talking about books. If you want to be a guest on the book more show mention week that or the week before rather that we wanted to start giving the opportunity to speak to you guys a little bit more and answer some of your questions. So We've had some great response already. We're just coordinating those now. If you want to be a guest, then head over to 90minutebooks.com guest and fill out a couple of details and we'll be in touch. Then obviously, if you want to get started, no time like the present. Head over to nineminutebooks, calm and follow the get started link and we'll be here ready to. Ready to help you get yours created. And lastly, just on that syndication point, if you've got a book in mind or if you're in a business that does deliver service or help other people with their marketing or create their business and this white label syndicated idea seems like it's something that might be interesting, then just shoot me an email to stuart90minutebooks.com and if you want to have a chat about it, we've done this now for, for several different types across a couple of different niches. Niches. Niches.

Ben Byrne: So

Stuart: drop me a quick email and be great to run through some details and see how it might work for you. Okay guys, I'll leave you to it. Looking forward to catching you next week with the back to the regular show.

Ben Byrne: Mr. Burn, I presume?

Ben Byrne: Dr. Dean Jackson, is that you?

Ben Byrne: That's me. How are you sir?

Ben Byrne: I'm great. I am great.

Ben Byrne: Well, I'm very excited. I have my. I have my evil scheme hatching notebook and my pen and I have a brand new bottle of avion water and my headset and I'm. I'm prepared fully to hatch these schemes for the next 60 minutes with you.

Ben Byrne: Awesome. Perfect. I can't wait.

Ben Byrne: So tell me what's going on? What's.

Ben Byrne: Yeah, yeah, sure.

Ben Byrne: Canada, right?

Ben Byrne: Yeah, I'm a filthy Canadian. I'm on the east coast. You're from Toronto, right?

Ben Byrne: Yes, I was actually though born in Stephenville, Newfoundland.

Ben Byrne: Really? That's funny because I was just there in August. Beautiful. Isn't that pretty?

Ben Byrne: Yeah, well, my dad was in the US Air Force and stationed at Stevenville, Newfoundland, so I lived there for two weeks. But you can't take that away. I'm an official newfie.

Ben Byrne: Well, have you been screeched in though? Because that's the real test.

Ben Byrne: Have I been what?

Ben Byrne: Greased in. That's where you know, you gotta kiss the cod and you drink the shot of grease, which is like rum. It's disgusting.

Ben Byrne: Great time. No, I have. No, I've not been greased in. I guess I'm not official.

Ben Byrne: Fair enough. I actually went. I caught my first COD there. Anyway, enough about me. Yeah, I'LL tell you a bit about what we're doing. Yeah, a bit changed since. My God, I applied to this almost like six months ago, it feels like. But I'm a copywriter.

Ben Byrne: Ticket then. It's a hot ticket.

Ben Byrne: Yeah, I mean, I'm pretty excited here. It's funny, I've been listening to. I love marketing and this podcast forever. But anyway, yeah, right now we're actually. I've been listening to your podcast. I was like, here I am. I couldn't pick, like a niche. Right. It was like the very first profit activator. So I finally just decided on just doing financial advisors, basically with my buddy. So we're basically doing. Because I'm in your buddy Frank Kern's inner circle there. Oh, good. Yeah, Yeah. I saw one guy in Australia with helping financial advisors with webinars. I was like, wait, I know how to do that. And yeah, I figured just like, nobody is really doing that here. So that's what we're working on right now.

Ben Byrne: Perfect. We'll tell me all about it. So what's the. Are you doing so far? And what's the. Yeah, it's. It's working. Sure.

Ben Byrne: Yeah, absolutely. It's a bit slow going right now because we. My partner and I, he kind of does Facebook ads a lot, and I just kind of do the emails and anyway, we have a first client. It's like a wealth management guy in Toronto, which is pretty cool. We're just in the process of setting that up now to kind of get our kind of like the first one, you know, like the proof of concept.

Ben Byrne: Mm.

Ben Byrne: And yeah, it's just. It's just going slow for us, but, I mean, it's because there's like a communications gap because he's in Ukraine, a bunch of stuff. But yeah, I'd love to cook up some evil schemes here to really get this thing moving, you know?

Ben Byrne: Yeah. Okay. So your. Your friend in the Ukraine is working with you on the technical side of doing all the webinars and all that stuff, or he's on the advisor side.

Ben Byrne: Yeah, he was actually his uncle. I know this guy from Toronto because I lived in Toronto for a bit and he just. I'm actually planning on moving from Halifax to Ukraine to work there. But, yeah, he does. Yeah, hopefully. Yeah. So what he does is basically he's like a wizard at Facebook ads. My buddy Ryan, I was hoping he'd be on this call, but he. Anyway, he basically does. He knows the financial advisor niche really well, and I don't as much, but I know copywriting and sales and all that stuff and webinars, plus all the

Ben Byrne: stuff from good old Frank. Yes. Okay, so what's. So what's the. What have you figured out so far? What are you testing or what? Where are you at with that?

Ben Byrne: Yeah, we've been testing. I mean, there's so many different options, but I really just kind of want to get, I don't know, almost like the minimum viable product, you know, like just results just to prove that this thing really works. And then I feel like once that happens, we can just go to other financial advisors, and even if they're. They're doing stuff the old way, like referrals or whatever, hey, look what we did for this guy. And they'll be like, oh, wow, like, I didn't even know this is a thing.

Ben Byrne: Right.

Ben Byrne: This is the goal. Yeah.

Ben Byrne: Cool. So do you. Have you figured out your approach or have you been testing things so far? Or are you just in the planning stages of it right now?

Ben Byrne: No, we've been. As far as. You mean, like, reaching out to them?

Ben Byrne: Well, reaching out to them or actually getting some campaigns going or getting anything.

Ben Byrne: Yeah. Yeah. Okay. For the actual client that we already have. Yeah, we're just actually, it's funny, we just got the content from him for his seminars. Like, I figure our target market is kind of financial advisors who are doing seminars, and then they can just convert that to a webinar.

Ben Byrne: Right? Yeah.

Ben Byrne: But anyway, it was. It was a bit of a roadblock getting his content because he has a big team, and it was. We haven't even started building the webinar yet, so we're still pretty new at this. This specific offer.

Ben Byrne: So what's the. What are the topics of the. Like, so he's got a winning model right now with. With the seminar. So I imagine that it's very similar to what they do in the States here of. Yeah. Sending invitations, having people come to a dinner seminar, doing a presentation, inviting them to come for a consultation in the office, and then turning them into clients. So that. That whole model, that's a. That's kind of the default model that everybody uses in the. In the financial world. So what. What have been the winning appeals that they've used for the seminars? What. What kind of topic? Sure. Yeah.

Ben Byrne: Yeah. So there's. There. They have two main audiences. It's kind of hard for this guy because his. His ideal client is like, $1 million in assets, and he's in Toronto. And, I mean, we can find that list, but basically there's two avatars. If you want to call them that. So like a business, like a boomer, like, business guy, you know, he's kind of. They're kind of thinking about retiring, but, like, basically you want to save on taxes or make more money. And then there's. My God, I should probably have my other notes open. But yeah, that's the main one we're focusing on. Basically these kind of like entrepreneurial types may just actually open my notes. One sec.

Ben Byrne: Okay, no problem. Yeah, so. And so have they done already? I guess what I'm curious about is has he had. Does he have a successful system right now that he's got some way of connecting all the dots from picking a list, doing a mailing or doing Facebook ads, getting people to a workshop, presenting the information, getting them into the office and turning them into a client. Has he got a system that does that successfully?

Ben Byrne: Oh, yeah.

Ben Byrne: Yeah, Right now. Okay.

Ben Byrne: Basically they do a few things. Right. But they do hire students for like, cold calling. So they. They don't do as many seminars, I guess, as they could. So that's why they're kind of open to this. They're like. Well, it's worked for them in the past. So, yeah, they're.

Ben Byrne: Yeah.

Ben Byrne: So business owners and those nearing retirement. So retirees. Those are the two avatars. They do have a few angles there.

Ben Byrne: Yeah, tell me about those. What's the weird thing playing on my computer?

Ben Byrne: So the first angle is basically business succession planning. So you know what, so if it's a family business, what are they going to do? Are they going to sell their business or, you know, that's one individual pension plan strategy is another thing that they do for basically like a tax sheltered savings vehicle. I'm kind of. Kind of speaking like Klingon here because I'm not really like a finance guy, which is ironic.

Ben Byrne: Right, right, right, right, right.

Ben Byrne: That's. Yeah. And then another thing is, it's like, it's another idea they have.

Ben Byrne: It's.

Ben Byrne: They call it a dual will strategy, which is basically it. Like they can set up a will for their business, which is like another way to save in taxes. So those are three things that have been kind of pretty successful. And like, people respond a lot to those.

Ben Byrne: Yeah, well, that's interesting. I never heard those words, dual will. So what about that? What about that?

Ben Byrne: As in what it. What is it actually?

Ben Byrne: What do you know? What do you know about that?

Ben Byrne: Yeah, so it's basically, I guess I could just read you word for word what it says, but it's like under the right circumstances, it Makes sense for a business owner to create a second will for their business or their private corporation in order to minimize probate taxes. So. Yeah, and basically you can make an investment under 2000 and save over 100,000 in taxes or at least up to that. You know, got to worry about disclaimers. Yeah, that's one idea.

Ben Byrne: Okay. And do they have a. Do they have a way of generating leads for that? Right. Now, you mentioned that they have, like, students do cold calling.

Ben Byrne: What are they.

Ben Byrne: What are they doing and who are they calling?

Ben Byrne: Yeah, they just buy lists of basically affluent people in the greater Toronto area. That's one way. So I was thinking. I'm thinking of a few different options for us, like either direct mail, which is tried and true, but they think, oh, it's too expensive, so they want to try Facebook ads first, which. Fair enough. Like, my friend's pretty good at that, so. But I think it's either one. One or the other.

Ben Byrne: But what do they.

Ben Byrne: What do they have the.

Ben Byrne: What do they have the cold callers say? What are. How are they doing this? So they get the list and they're. They have people calling them up and saying what?

Ben Byrne: Yeah, they're just trying to get them in for an appointment, basically. You know, okay. Like, it's probably.

Ben Byrne: Hey, you got some money there? Yeah, it's like Jason down at the financial advisor office. I see you got. I see here on my list that you got some money. You want to come into the office and talk about it? What did they say?

Ben Byrne: Yeah, yeah, yeah, we have a monocle cleaning kit. Basically, like, hey, every talk, you're advised. I don't even have the script in front of me, which is embarrassing. It's at a pretty low success rate. You know, like, there's a lot of opportunity here.

Ben Byrne: Right, right. That's why the reason I'm asking those things is to see, like, where I'm looking for the clues of what you can build on what they're already doing. Like, if they've got. If they have a way of getting people to a seminar or a workshop or whatever they're doing, do they do direct mail for that or do they.

Ben Byrne: Yeah, they.

Ben Byrne: How do they get people to that? Okay, and what's the offer? Do you have any of the postcards or any of the invitations or mailing that they send for those?

Ben Byrne: Yeah, I do. Just.

Ben Byrne: Let me just bring up.

Ben Byrne: You would think I'd be all prepared for this. Thanks a lot, Frank.

Ben Byrne: So how's.

Ben Byrne: Are you in Florida right now?

Ben Byrne: Yeah, I am. Yeah. Yeah, it's cold.

Ben Byrne: I think my stepmother just went down there. She said it's only 19 degrees. Yeah.

Ben Byrne: So.

Ben Byrne: Yeah.

Ben Byrne: Are you looking at that? The postcard or the invitation or do you have it?

Ben Byrne: Yeah, they're pretty, I'm pretty sure they're pretty generic. Okay.

Ben Byrne: I was looking for what topic is or what they're saying to get people in the room. And I got a couple of strategies that would be.

Ben Byrne: Okay, here's one like your first name. Okay. So this one's about investment properties. So it says whether you are looking to purchase an investment property or you're a business owner who requires capital to pursue growth opportunities, high net worth individuals often have specific capital needs that extend beyond traditional financing. So this one's about creative financing, I guess as such creativity and flexibility play an important role when it comes to financing. And we would like to invite you to a seminar on the date hosted alongside so and so to discuss innovative financing strategies to build wealth for investors. And then these guys specialize in alternative financing solutions to pride yourself on out of the box thinking to help clients capitalize on opportunities for them. And so then says the topics of discussion include enhancing your investment portfolio returns with potential of turning 8% into 12%, purchasing an investment property with zero money down and taking cash out of a business in a tax efficient manner. And then if it's. Then it basically says if you're interested but you can't come, just let us know. And we'd be happy to arrange a consultation meeting to answer any questions you might have.

Ben Byrne: Right.

Ben Byrne: So pretty basic stuff.

Ben Byrne: But yeah, yeah. So when you look at this, so what I do know that and we've had this experience over and over and over, then if you have something that is working as a workshop, you know, where you're getting people to come that you can, you know, double or triple or more the response to it by offering a book as opposed to a workshop now. Yeah, because yeah, what's happening there is that you get the, you know, the people who will come to a workshop are a subset of the people who would love the information but they're not available or yeah. You know, able to come to a workshop on Tuesday night. And so they don't respond. And like you said, if you're not able to make it call for a consultation. That sounds like too big of a leap right now.

Ben Byrne: I'm too sales call.

Ben Byrne: Yeah, yeah, yeah. Call now. You've got trained salespeople standing by.

Ben Byrne: Yeah, yeah. We are your friends. Give us your money.

Ben Byrne: Right. It makes sense.

Ben Byrne: Yeah. If you look at it you thought bullseye, right?

Ben Byrne: Right. Because that's right. So I've had this happen again and again. Like you. You may be, you know, you. Have you heard I did an episode with. With Malta with a guy who works with Dr. That does stem cell.

Ben Byrne: Oh, oh, yeah, yeah.

Ben Byrne: I think treatment he was doing. Yeah. He was doing workshops. They're running full page ads in the magazine and they are in that newspapers and. And we talked about doing a book instead and Malcolm sent me an update and he said, hey Dean, since our conversation, we've seen our leads and conversions grow substantially. Where we were getting, where we were attracting 20 to 30 people a month to our seminars. We're now attracting 80 to 100 and having to add additional overflow events to accommodate everyone that would like to attend. This was accomplished by adopting your recommendation of using a book as our lead magnet rather than the one step process of inviting everyone interested. The book helped establish our credibility and authority, plus enabled us to build a list of over a thousand people interested in our program and in a very short time. So that. So this. You've got information. Right. That a certain group of people would want.

Ben Byrne: Right.

Ben Byrne: So by offering it as a book, that's kind of the. You're building this list that's an asset now that you'll be able to invite them to future workshops, you know, every time you have one.

Ben Byrne: Right.

Ben Byrne: And.

Ben Byrne: But I guess my idea was, you know, I've been enough of Frank Kearns his monthly call or weekly calls or bi weekly, I guess where basically every. Every question to him is just like, oh yeah, just do a webinar, dude.

Ben Byrne: Yeah.

Ben Byrne: And you could do a webinar.

Ben Byrne: That's the thing is. Yeah. Instead of somebody coming to a live thing. But even that, you know, if you watch what. Even if you watch Frank's moves is, you know, what he's doing is he's leading with a book. And that has made a. That makes a big difference because you kind of separate the compelling from the convincing way. Right. Like you've got along the way. Right now you're sending, you've got this broad group of people who you suspect may be interested. And when you make it as easy as possible for people to respond, now you get a list of people who are prospects. Right now you get the biggest, the widest list that you can because it's all amplifiers. You know, it's just. There's no filters involved. It's just here's all the information and you can get it right now with this. Just ask for this book Right. And that's easy to consume. And it's easier to consume even than a webinar and webinar.

Ben Byrne: You got to sit there and. Right.

Ben Byrne: Yes. If somebody's not able to sit there, are still not available on that Tuesday, or not able to sit there and watch it right now, they're less likely to opt in for it because they're connecting the opt in with the consumption. And whereas. Yeah, a book goes right into it matches what our. Our natural desire to gather information.

Ben Byrne: Right.

Ben Byrne: We're gatherers. Like we're genetically coded. Right. For that. But if you're.

Ben Byrne: I forget. Yeah, I know.

Ben Byrne: I mean, if we're out walking on the field and we stumble across the, you know, bananas, that we're gonna grab the bananas and take them back to the cave. Right. Even though we're not hungry right now.

Ben Byrne: Yeah.

Ben Byrne: We're gonna want them later. And that's where. That's one of them.

Ben Byrne: It's so funny you say that. Yeah.

Ben Byrne: But that's why all this stuff works like that, you know?

Ben Byrne: Sorry to cut you off. I just had this like, tiny idea, like, what about just taking the webinar script and turning that into a book itself, like transcribing it? Do you think that would work?

Ben Byrne: Yeah, sure. It doesn't really matter.

Ben Byrne: You know, they care about the results.

Ben Byrne: Right, right. The title of the book. The things that matter about a book. This is, you know, I mean, I've got a whole company that we have a whole team of people. That's all we do all day, is make 90 minute books. Right. That's the whole thing. And the reason that it works, the reason that it's so appealing, is that you get 100% of the good stuff of writing a book with a 90 minute book in that, you know, you've got the things that matter. The things that matter are that you have a book, that you have a title that when your ideal audience reads it, they say, I want that book. And you've got a way for them to get it. A landing page. Right. That's the three things. That's the three things that really matter about a book. That's what drives the response. What they don't know or don't care about when they're requesting the book is they don't know how many pages it is. So it doesn't matter whether it's 50 pages or 250 pages. They don't care how long it took you to write it, and they don't care how cleverly you crafted the second sentence in Paragraph three of chapter two.

Ben Byrne: Right.

Ben Byrne: How.

Ben Byrne: Right, yeah.

Ben Byrne: Over how to word that, you know, nobody. Nobody cares about.

Ben Byrne: Yeah, yeah.

Ben Byrne: The truth is that nobody. Half the people that buy any book don't even open it. Yeah. All we want to do, all we want to use the book for is, is to get people to ask for it. And as soon as they ask for it, I don't care whether they read it, that's not about it. As soon as they ask for it, the book has done its job. And I just want to engage now in a conversation with somebody who's asked for a book about creative financing or about equity or buying properties with zero down or whatever the, whatever the topic is. Right.

Ben Byrne: So yeah, getting them to basically raise their hands that they're interested and it's kind of like the path of least resistance.

Ben Byrne: Right. Well, that's it. And it starts up, you know, then it starts a conversational conversion path, you know, so if you look at it that if we look at the way the it flows with the profit activators is you've selected a single target market, high net worth or high investable assets or higher income or whatever they are. You've chosen a mechanism of using a postcard, direct mail, or using Facebook ads or whatever it is to offer.

Ben Byrne: Yeah.

Ben Byrne: A book that has the title that, that your ideal audience is going to respond to. And let's just pause right there because that right there is the big win. As soon as you get that invisible. As soon as you get that invisible prospect to become a visible prospect, you're more than halfway there, you know?

Ben Byrne: Yeah, exactly. That's, that's funny that you say that because I listen to so many More Cheese Less Whiskers podcast. That's why I picked financial advisors for us, because they're a visible prospect and kind of. But yeah, same idea. Yeah, I'm totally with you. It makes so much sense. It's funny that we forget the most simple things, but they're the most powerful.

Ben Byrne: Right, right. That's exactly right. But what you're, you know, where you've got it now, what you, what I would be looking for is, is to figure out something that you can syndicate. You know, like I would look at it for you. What would be the thing that you could crack the code for one advisor that helps them in their local area and then, you know, use that to, to start relationships with other advisors all over.

Ben Byrne: That's just it. Yeah, right.

Ben Byrne: Yeah,

Ben Byrne: I've been thinking about that too. That's where we're going with this. So the Idea was get this working for one guy and then hopefully we can bring it to other people. Kind of syndicate. That's a good word.

Ben Byrne: Yeah, that's exactly.

Ben Byrne: But I realized how broad financial advisors are. It's like, it could be insurance guys, it could be my guys. There's such a huge spectrum there. Right. So it's like kind of picking a sweet spot or trying to. Either that or get rid of, you know, half the market. You know, you got to narrow it down. Like a bullseye.

Ben Byrne: Yeah.

Ben Byrne: Who can we best help?

Ben Byrne: I guess. Right.

Ben Byrne: And then how many of those people are there?

Ben Byrne: Right. That's exactly right. You know, and are there. You know, is it. If you can figure out a way that, you know that it's not just about the highest net worth.

Ben Byrne: Right.

Ben Byrne: That, you know, you can. There's a lot of advisors that help everyone, right? Yes. That help everyone. That would be a valuable thing.

Ben Byrne: Yeah. I've called a bunch of financial advisors, doing my research to see if this is actually a viable market. And I found that one of the things about financial advisors that they told me, their words, not mine. Everyone has money. Everyone is a potential customer if they, you know, in some way or another, like, it could be taxes, it could be estate planning, investments, you know, you name it.

Ben Byrne: Yep.

Ben Byrne: So there's a huge. That's why we pick them, because the opportunity is so enormous.

Ben Byrne: Yeah.

Ben Byrne: And I think most people think it's too hard to get them results, but I was one of those people until I was in Frank Kern's group and I saw some dudes in Australia like, yeah. I'm not going to try to mimic his Australian accent. Mine's terrible. But he's like, yeah, I made this financial advisor up to like 100 grand a month using this something. I was like, there's like a light bulb moment for me because here I was trying to be everything to everyone. Right. Just like everybody else.

Ben Byrne: Yeah. It's part of.

Ben Byrne: Yeah.

Ben Byrne: What really has to help is that you. You really, no matter what, even if you're, you know, you're going to be the copywriter, that's what you're coming at this as. Right. Or a strategist. Not marketing.

Ben Byrne: Yeah, both. Yeah.

Ben Byrne: Service provider kind of thing that you really have to dive into this, you know, and you. You really have to get to know what the look for, what the opportunities are, what's. What's compelling, what are the things that people are most concerned about, you know?

Ben Byrne: Yeah. Again, it's just because it's such a broad market, it's like If I, for example, my friend's uncle here, he serves as affluent people and they have different needs and as, you know, like regular people, let's cooks call them, I don't know, civilians. They have different needs and desires and problems, but it doesn't mean you can't service them. It's just a different market. And for us, it's like, well, I was thinking, who could we not only get the best results for, but who would also, you know, we care about money too. Like, we want to get paid. So the financial advisors, even the local ones who, you know, their goal is to get maybe $10 million assets under management. And that is actually a very, like, it's insignificant. It's like so small. But if you're doing cold calling, that's like Mount Everest, right?

Ben Byrne: Especially if they're getting it a couple

Ben Byrne: of hundred thousand at a time, Right, Exactly. But for us, it's like, man, we could do that in like, with a bit of target marketing, like, we could do that in like weeks. You know, we blow their mind. We couldn't even, we couldn't even make those claims because they would, they'd be like, well, this doesn't sound real. Oh, sorry.

Ben Byrne: Good. Right. But I think for you, you know, part of this thing, anything, anytime you're gonna syndicate something or you're going to do that is you've got to, you've got to get to work on the prototype. You know, you've got to do your n of one study where you're going to work to crack the code. And then.

Ben Byrne: Funny because.

Ben Byrne: Yeah, yeah, step along the way. You have, you document what's happening and you're able to duplicate it, you know.

Ben Byrne: Yeah, it's. It's so funny that you describe it like that because I was thinking like a scientist, you know, it's almost. Yeah, it's almost scientific the way you do it.

Ben Byrne: It is, absolutely.

Ben Byrne: It is.

Ben Byrne: Yeah, it is. That's the, that's exactly what we think is the scientific method. We propose hypotheses and then you set up the experiment and you go to work and you observe what happens, record all the results, and then you duplicate it again. And if you can get it so, you know, predictably work again, then you got yourself a winner that you can, you can scale.

Ben Byrne: It's so funny you say that because I think of everything in the scientific method business. No one else does almost no one else, apparently.

Ben Byrne: But it's so.

Ben Byrne: It makes it so much easier and less stressful. But at the same time, you got to do the Work. So that's. Now it's like a feedback loop though. Even the eight profit activators, you know, they got the lead gen version to get them the result and then the return path. Right. For lack of a better word.

Ben Byrne: Right. That is exactly it.

Ben Byrne: That's pretty smart over there.

Ben Byrne: When you look at the advisors, you know, when you look at the advisors, you know, part of the thing that like one of the easy magic tricks that you can do.

Ben Byrne: Yeah.

Ben Byrne: For an advisor is to help them orchestrate referrals. You know, like they, their business is primarily based on referrals generally. But they don't, they're not doing anything to orchestrate it. They're just, they're coming at it that they're asking for at the very best, they're asking for referrals. A lot of them aren't, but they're getting them. Genius.

Ben Byrne: You're a genius.

Ben Byrne: So. Well, one of the things that everybody, you know, if you start to think about that, that they've got, that's an asset that they have. Everybody wants to go out and just, you know, run this magic ad campaign that's going to get them new clients. But the truth is that especially in a business like financial advising, there's a, there's a strong element of trust that has to be.

Ben Byrne: Yeah.

Ben Byrne: You know, and that's why referrals, we often, you know, need to depend on others to the people who we know and trust to advise us on who's advising them. So it's built in.

Ben Byrne: Right.

Ben Byrne: That there's high stakes with.

Ben Byrne: Yeah, right.

Ben Byrne: That you've got that opportunity. So if you conversation with, with an advisor around, excuse me, measuring their return on relationship and that's something, those are words that they've never used before or heard of that if you start a conversation with them and say how many clients do you have right now and how many people do you know? If you get to at least 150 people, which is the most.

Ben Byrne: Dunbar number.

Ben Byrne: Yeah, Dunbar's number. Right. That's the thing that there's 150 people that know them, that if they saw them at the grocery store they'd stop and recognize them by name and have a conversation. Those, those people could be referring them, but they're not orchestrating that. You know, and the only reason is because they may be in sort of a faulty way thinking that they don't want to beg their clients for business or they don't want to appear weak or they don't want to appear like they can't get business on Their own.

Ben Byrne: Yeah, like they're desperate. Yeah, I hear you, but it's like, it's. It's almost. It's just the wrong way of looking at it. Right? Like.

Ben Byrne: Right.

Ben Byrne: I know what you say about referrals is. It's a conversation. So. Hey, do you know anybody who knows anything about, I don't know, taxes? Like, oh, yeah, talk to Jim.

Ben Byrne: Jim.

Ben Byrne: You know, and there's.

Ben Byrne: Here's the thing that's exactly right, is that you look at it that, you know, rather than asking for referrals like. Like you're asking them to do you a favor, once you realize that the only reason people refer is because it makes them feel good, then you get. Then you get the chance to just engineer situations where they get to feel good.

Ben Byrne: Oh, I had a cool idea for the good.

Ben Byrne: Tell me, what did you get?

Ben Byrne: The. The goodwill referral machine, you know, or something like that.

Ben Byrne: Engineering.

Ben Byrne: There's an idea there.

Ben Byrne: Right. So when you look at it, that if you get people over that mindset, right.

Ben Byrne: That.

Ben Byrne: That they're asking for or they're begging or they're showing weakness, when you really understand why they refer, because it makes them feel good. They want to feel like an insider. They want to feel like they're a trusted advisor to their friends, and it raises their status in the herd that way. Then now it's about engineering situations that. That happens more often. Right. And so, yeah, we. When you have that conversation with them and you realize that all referrals happen as a result of conversation, and that in order for that referral to take place, three things have to happen. Number one, they have to notice that the conversation is about money or taxes or financing or mutual funds or business succession or whatever it is. And they have to think about your advisor, and then they have to introduce them to the person that they had the conversation with. All three of those things have to take place. And so, so often for every referral that they do get, as a passive referral, somebody saying, hey, I was talking with Ben and he said, you could. You do a great job with him, and I'd love it if I could talk to you about helping me. That's most of referrals that people get. Yeah.

Ben Byrne: If you.

Ben Byrne: If you start to think about it now about how to. How to orchestrate them, you know, for every one of those, there's probably at least five opportunities that don't connect. All three. Right. They're probably in conversations about money and don't even notice it a lot of the time. Of course they notice it, but they don't think about you,

Ben Byrne: anything about money,

Ben Byrne: but don't say anything, you know, or they, or they probably tell you, oh yeah, I tell everybody about you.

Ben Byrne: Yeah, right. But you're the clients, right? Referral, right? Right. For the book comes in or the landing page or whatever, right? Yes.

Ben Byrne: So now when you. That's exactly right. When you orchestrate a situation that you present that you kind of future pace it. Right. So you're saying to people, we use something, we use a tool called the world's most interesting postcard, which is like a monthly newsletter postcard that just has all kinds of interesting facts on one side and then on the back it has a post it note graphic. And in there we put a, a note that basically brings a high probability conversation to the light every month. So we might say, you know, hi Ben, just a quick note in case you hear someone talking about buying an investment property this year, you know, a lot of times with the new tax laws or whatever, it is something, it's a great way to maximize the roi. And if you hear someone talking about it, give me a call or text me and I'll get you a copy of my book for Creative Financing Ways or whatever your, whatever the title would be. Now, now, when they hear that conversation, they've got a way now to feel like a hero because that's going to remind them that, oh, Ben just said he had a book and that I could get that. So he's now going to call you to get that book to give to his friend, which is going to make him look like the hero, which is exactly what we want. Even though when, when they call you to ask for the book, you get to start the conversation and say, well, tell me about your friend. Are they, you know, and then how can we connect? But you're focusing on the highest probability outcome, which is not depending on your client to convince their friend to call you, but the higher probability is that your friend or client would be more comfortable calling you. And that's a higher. So that's where we focus on, you know, but that kind of thing, like when you're starting a relationship with new advisors, you know, new to you, that that's often a great way to start the relationship because you can get some immediate, really low cost, get your foot in the door.

Ben Byrne: Right roi? Perfect. Yeah.

Ben Byrne: And that paves the way into, into new stuff, you know.

Ben Byrne: Right. Man, I'm so happy I called you, Dean. Oh good, that's a great idea. And yeah, that's like a referral campaign. What about like stick letters? I'm not sure. Like, they probably have people, their herd gets poached. Right. That's a big problem with financial advisors too. Like.

Ben Byrne: Right.

Ben Byrne: And they have like various grades that they kind of like, oh, this is an A client. So they call them like 12 times a year or, you know, and then this is only a B client, so I'm only calling six times. And then, oh, like it's like, why do all my clients leave? But right, it's. That would be an interesting way to not only keep your clients, but also engineer referrals. I think the posted.

Ben Byrne: Yes, that's exactly right. That there's. The thing is like when you even just dividing up their business into before unit, during unit, and after unit is an eye opener in a lot of ways for them because they realize how after unit heavy their business is, meaning that the majority of their revenue comes from recurring fees, recurring management fees with the clients that they already have assets under management.

Ben Byrne: It's funny because I'll be honest, my biggest blind spot for the eight profit actuators is always the after unit as well. I didn't really see it as I was like, well, it's like a flat earth. It just falls off, never to be seen again.

Ben Byrne: Right.

Ben Byrne: Yeah, I think that's most people too. Like, that's. That's so funny. And at the same time, like, for our own offer in the during unit, like, I think the, you know, the better we get that it's almost gonna create our own momentum for us, you know, it's.

Ben Byrne: Yeah.

Ben Byrne: Financial advisors start talking like these guys are like, you know, they're either they love us or hate us. Hopefully they love us. I think starting with the, you know, the, the return power. I keep calling it the return path, but the after unit is great. Great, like leverage, like put in the door kind of thing, you know.

Ben Byrne: That's exactly right. And it's the highest probability. I mean, when you. If you take 150 people and let's say that you send a postcard for a dollar a month per person.

Ben Byrne: Yeah.

Ben Byrne: You know, you're in for 150 people. You're talking about, you know, you're talking about $1,800 for the course of the year, you know.

Ben Byrne: Yeah.

Ben Byrne: And each client is worth so much more than. Than that almost. It's almost ridiculous. Such a high and all, you know, the initial work that it takes and they already have their address. It's just. It's just following, just starting it, you know?

Ben Byrne: Yeah, yeah, I know a lot of Them suck at following up too. That's also a huge leverage point. Not even just lead generation, but following up, you know, engineer, like orchestrating the referrals, as you call it. I love that word. And yeah, that's such a, such a great idea.

Ben Byrne: And for part of people, you know, when they look at it that, you know, if they're maximizing their after unit as advisors, you know, it's really. There's so many opportunities even to just do more with the clients that they already have. Yeah. You know, like helping them get into other alternative things like, you know, turning into. In property investors or.

Ben Byrne: Right.

Ben Byrne: Doing some of those other things that they're Right.

Ben Byrne: You know, just like the, it goes back to like the three ways to grow a business, doesn't it?

Ben Byrne: Yes, that's it.

Ben Byrne: Increase their average transaction, you know, get them to spend more money or invest more money.

Ben Byrne: Yep.

Ben Byrne: Yeah. So, man, there's so much opportunities here that is like, oh man, I was just focused on the before unit that.

Ben Byrne: That's.

Ben Byrne: I guess that's my copywriting training, but. Yeah, that's awesome.

Ben Byrne: But now how do you get to the. How do you find these advisors? You know, that's really.

Ben Byrne: We've been doing it like the old fashioned way.

Ben Byrne: Just.

Ben Byrne: We're using a mix of like cold emailing, basically direct outreach, if you want to call it that. I called up a few people, a lot of people actually, and then do social media kind of outreach stuff. We're kind of. We don't want to start putting money into the advertising system until we get. We get the offer kind of like going, you know, like we get the proof of concept or the prototype.

Ben Byrne: Yeah.

Ben Byrne: And then once we get that, everyone's going to feed it into the machine. But I figured we were going to get like maybe five clients before we really know what the hell we're doing. And then we can take. Okay. Like we have something here that is like proven now and we can just, we can just start paying and you know, I can use all my advertising experience. Well, it's not really experience, but like weird advertising brain to start cranking this thing up.

Ben Byrne: That's awesome. Is it your. Yeah. So what other. When you're talking about the Facebook things here. Yeah. What, you know what, what do you, what kind of opportunity do you see for. For that? So for our personal.

Ben Byrne: Like for us getting more clients or.

Ben Byrne: For getting our clients, certainly. Yeah. I mean, that might be a great way to model, you know, like, I mean, I'm, I'm. That's what I do. I Work with a lot of real estate agents and so I use that same model. Right. Like I've been so this one. So I constantly, I'm running, I'm running ads for new a book, a 90 minute book called Listing Agent Lifestyle and.

Ben Byrne: Yeah, right.

Ben Byrne: Yeah, it's for our four real estate agents and that, you know, I'm constantly running those. I get, you know, book opt ins for about A$54 right now if I just look at the things that you know and I can get, you know, hundred or I mean hundreds or a thousand opt ins a week like that and look at just engaging those people in the dialogue. But the thing is that once they ask for that the book, I know that they're in the right place because they are attracted by that message. Right.

Ben Byrne: So yeah.

Ben Byrne: So much about the book titles that make a difference, you know.

Ben Byrne: Yeah.

Ben Byrne: Knowing what you know, like even. Yeah. Doing what you know about the financial advisor with the workshop that they're doing. You know, that's, that's where I would kind of start is if you can come up with a book title that would be the right thing. And it's really interesting because we do ads. We do, we're running ads for our 90 minute book business.

Ben Byrne: Right.

Ben Byrne: And one of the things I alternate, we have our. I just run ads offering a copy of the 90 minute book, which is itself a 90 minute book. And people download that or now we're testing. I have a report on the five most compelling types of book titles and

Ben Byrne: that I read that one.

Ben Byrne: Oh, you did? Okay.

Ben Byrne: Yeah.

Ben Byrne: You must have just seen the ad recently about it because that.

Ben Byrne: Sorry, I actually I heard it from one of your podcasts. You mentioned them, I think. And then I, and then I went, your system works.

Ben Byrne: But there you go. When you look at it that, you know, I look at it that there, there are five types of book titles and I don't mind sharing those with people because I know that if they can get the title right, like if they get a title that they're excited about that they're going to be so much more excited about now writing the book because it's real to them.

Ben Byrne: Right. And then they get to the hard part, which is actually writing it and they're like, what's Dean Jackson? Right, Exactly. Yeah.

Ben Byrne: I've got 90 minutes, let's knock this out before dinner kind of thing.

Ben Byrne: Yeah, that's hilarious. By the way, I promote your 90 minute book title. Anyone who asks about writing books, by the way, Bruno, you don't have to pay me by the way. But if you want to see, that'd be fine.

Ben Byrne: Did he.

Ben Byrne: Yeah, that's. So are you talking about like a book for like us? Like for example, like how did I

Ben Byrne: think book for any. Yeah, like both. But when you're saying about. For the financial advisors. Right. Like which. What type of title would be the kind that would get those people to raise their hand. Is it a, you know, I call them name it and claim it titles where it's like just holding the book is going to give you what the title says.

Ben Byrne: Like financial peace.

Ben Byrne: Yeah, yeah. Four hour work week, those kind of things. Or the you know, declaration books like stop your divorce or double your income or think and grow rich, which are action book. That's what I'm going to do. Somebody grabs that book because that's what I'm going to do. I'm going to thinking I'm gonna stop my divorce. I'm going to, you know.

Ben Byrne: Yeah, yeah. Like stop cold or stop refer or something.

Ben Byrne: You know, I'm going to double my income.

Ben Byrne: Yeah, yeah.

Ben Byrne: And then the, the third ones are how to. Because you can't finish the phrase how to without adding some kind of a benefit oriented thing.

Ben Byrne: Right.

Ben Byrne: How to. There's a outcome attached to that. Right? How to.

Ben Byrne: Yeah.

Ben Byrne: And you know, sometimes that's the longest thing. So look at Frank Kern. Right. How to get high paying clients even if nobody knows who you are.

Ben Byrne: Yeah,

Ben Byrne: right.

Ben Byrne: Got me on that one like two or three years ago. And it was a great book. You're totally right about the. I didn't read the copy. I was like, hell yeah, I want that book.

Ben Byrne: Frank Currant, right?

Ben Byrne: Yeah, of course. It makes so much sense.

Ben Byrne: Before you know it, you ask for it and you may not have even read it. Right. But that's, that's really the reality.

Ben Byrne: Yeah. I'm one of the weird ones who actually reads it like 10 times.

Ben Byrne: Yeah, me too.

Ben Byrne: I love it.

Ben Byrne: And some people are. And that's even the best. But I guarantee you that probably I would say three out of four people who do 90 minute books with us have never read the 90 minute book.

Ben Byrne: Yeah.

Ben Byrne: And that's. They, they see it, they say, oh yeah, I want that. And they just start the conversation, you know, and get going on their own book. But yeah, it's that it's done its job because it just got you in the conversation, you know.

Ben Byrne: Yeah. From the marketing. We just want people to raise their hands.

Ben Byrne: Right.

Ben Byrne: We don't care about the how to so much as like what, you know.

Ben Byrne: Yeah.

Ben Byrne: Are they raising their Hands. Yes. Okay, next step. Next. Yeah, I get you.

Ben Byrne: So the other type of book thing is like an information gold mine. Like the. Where you're saving somebody research. You know, like when you look at things like we did a book on US Hockey scholarships. So the US Hockey scholarship directory or the hundred great places to have an outdoor wedding or anything that is research oriented. You know, we do. We have a Social Security benefits guide. We have a USDA zero home loan guide. Yeah.

Ben Byrne: Or the home buyer information.

Ben Byrne: Yes, all of those. Yeah. The guide to Winter Haven lakefront house prices. All those things are like information gold mines for people who are in fact finding mode. Yeah. That makes a big difference. And then the fifth one is questions, like listening in on what the questions, the conversation that's going on in people's minds. So there's really powerful books like what to expect when you're expecting. Or you know, things that are. We did a great report on how to know when it makes sense to refinance.

Ben Byrne: Yeah.

Ben Byrne: All of those things are. What are the questions that people have that if you can adopt those things, it makes a big difference.

Ben Byrne: Yeah. Yeah,

Ben Byrne: it's.

Ben Byrne: It's hard to pick this one. Like the information gold mine, for example, say if you're doing investment property taxes, like the 10 things you need to know about, you know, buying an investment property. And then basically at the end of it to say, like, yeah, you should call a financial advisor and guess what? That's what we specialize in. That's like. Right. I like that. Or the questions, you know, of course they're all good.

Ben Byrne: They're all good. And that's the thing. When you find the. Yeah. When you find like, I think a how to. Any of those ones combined with a how to as a subtitle even is a. Is a great amplifier. You know, that's really what it takes is once you get that, once you. Once you hear the title that you're talking about, you know that you got something, you know, and then it becomes.

Ben Byrne: Can I interrupt for a second? I want to tell you my book title. I actually, I forgot I wrote this book, which is so embarrassing, but I actually was really thinking about your book titles and I call it. Mine's about selling. I called it Introverted selling secrets, like how to become a successful salesman, even if you're scared shitless.

Ben Byrne: Right. That's great.

Ben Byrne: I was like, I want that. Yeah. I didn't have to even sell it. It's like this whole self.

Ben Byrne: That's exactly right. People recognize it. Yep. Well, we had. Funny, you Saying because I had a guy in London come to one of my breakthrough blueprint events and he did that, the influential introvert.

Ben Byrne: Oh, really?

Ben Byrne: Yeah, that's the thing. So it's really that you're on the right. On the right track there.

Ben Byrne: Yeah, like the wealthy financial advisor or something like that.

Ben Byrne: You know, the wealthy barber. Right there's Right, right. That's an example of. That's one of the best financial books ever in Canada.

Ben Byrne: Yeah. Like, I'm just thinking for, like our personal business, like, it's a good one to model, you know, wealthy financial advisor. How to, I don't know, grow your book of business by, I don't know, I don't want to put claims there. So maybe how to grow your book of business without lame stuff like cold calling.

Ben Byrne: I mean, it's that whole thing how

Ben Byrne: to get yay without boo, as Frank Kern said.

Ben Byrne: Right, exactly. That's it.

Ben Byrne: Yeah. That's a good idea.

Ben Byrne: All right, well, what's your. What's your takeaway here? What's your thoughts about everything? We. To kind of recap what we talked about here?

Ben Byrne: Yeah, well, my God, there's a lot of stuff, so I just been scribbling down notes. But for one, the biggest one, the biggest, like, immediate, like, return on investment on time, I guess, is the referral. Creating some kind of referral campaign, you know, we can. Do you think, to do postcards, like, postcards are probably better than, like, emails or both.

Ben Byrne: Well, I think it all helps, but the. I look at the postcards, like, you know, check. Go to the world's most interesting postcard.com, and you'll see what I'm talking about. That's the postcard that we use. That is. That's the kind of thing where you can do that, set that up with an advisor and they're going to get an incredible ROI on that. And that's going to pave the way, you know, for your relationship. Because nobody else, Everybody else who's approaching them is really starting with.

Ben Byrne: By myself. Yeah, yeah, exactly right. Like the tea or the whiskers. Not the teas.

Ben Byrne: Right. Yes, that's exactly right.

Ben Byrne: And that's kind of where we were at, too. Like, as far as our own offer goes for pricing, like, as far as, like, what. What is our offer? We haven't, like, do we do commission? Do we do flat fee? Do you know, there's too many variables to be honest.

Ben Byrne: Well, you got to understand what. What the result you can create is, and that's how you value it. Right? That's why when you start with. You start with one person, you do you over invest your time and effort in. Yeah them and then you're. Every time that you crack a code, it's less time to redo it again, you know, so now it's like you get to a point where you can instruct somebody else how to execute this program. So it doesn't really take any of your time. You, you just created I call ready algorithm already. Algorithm. Yeah. That's what you create, right?

Ben Byrne: That's awesome. Yeah. Okay, perfect. So we're kind of at the. We're doing it on commission now for this one. So we're at the result part. So about you create the.

Ben Byrne: Yeah, awesome.

Ben Byrne: We have so much to go on here. So. Yeah, takeaways after the referral thing, that's like a great. I guess like a quicker return on investment for them. So they could probably bring that into their lead gen and then we can come up with evil book titles. What was your acronym for evil, by the way?

Ben Byrne: It was

Ben Byrne: evil something.

Ben Byrne: Yeah. Right. Yeah,

Ben Byrne: yeah, like evolve something. I was like, oh yeah, oh yeah, it's not evil. Anyway, so yeah, just focus on the return path. Like they're already, they already care about referrals, so why not, instead of fighting against that, why not go with that mindset but then basically say, hey, we can also do all this other stuff. We can, we can work on their conversion and get them maybe cross sell or something there with their current clients, like upsell them, you know, whatever. And then we can create the lead generation machine itself. We can use a book or. First of all, you got to figure out what information they actually want. But I guess we already have that, right? You just got to turn that into

Ben Byrne: a capture page, right? Yep, that's it.

Ben Byrne: And yeah, just get them on the phone. So the sales process itself goes like, you know, ad or mail, they come to a conversion event and then they request like a call or to talk to an advisor. Typically they want them to come into their office. I was thinking with the seminar it could just. It could be like basically Facebook ads or direct mail to landing page and then they watch the video and then. Or they don't watch it and we

Ben Byrne: follow up and they get the book. Yeah, I mean I would always run end of any of it would be the book and then on the, on the thank you page the moment that they're finished with asking for the book. Yeah, like, I mean you look at how simple these pages are. If you go to, if you go to 90minutebook,.com or you go to emailmastery.com you'll see how completely stripped down those pages are. It's only to start with the book and then everything happens on the other side of that.

Ben Byrne: Right.

Ben Byrne: As soon as you opt in for the 90 minute book.

Ben Byrne: Right.

Ben Byrne: Then it's immediately, here's how we can help you write and publish your first book in 90 minutes. Right.

Ben Byrne: Yeah. We're automatically taking them by the hand

Ben Byrne: and leading them to the next step.

Ben Byrne: Yeah.

Ben Byrne: Because. Yeah.

Ben Byrne: It's funny, I've only recently started realizing how important leadership like sales and marketing is. Basically being a leader and say, hey, here's the next step and just drop the breadcrumbs for them here to come here now. It's almost like they're little kids, you know, that's exactly a better word.

Ben Byrne: People are silently begging to be led.

Ben Byrne: You're right. Yeah. The good old J. Abraham quote. And I never really completely understood that until recently. Awesome. Yeah.

Ben Byrne: This has been.

Ben Byrne: I have all the notes here, but I'm probably gonna walk back to this.

Ben Byrne: Cool. Well, you know, it'd be great for you to listen. When you listen back, you'll hear it differently because you're not caught by off guard or you're not thinking about something. But yeah, that's people. I would say hear it again and then you can. It'll recapture your. Your notes or you hear something.

Ben Byrne: Yeah.

Ben Byrne: And the highest.

Ben Byrne: I got like, I got so many random notes, I decode them later. Like the highest probability is the after unit. I don't know why I never.

Ben Byrne: Yeah, it's so stupid.

Ben Byrne: Because we know like people buy like they're typically.

Ben Byrne: They already know, you know, like.

Ben Byrne: And trust. Yeah. The work's already done.

Ben Byrne: Wow. This is.

Ben Byrne: Yeah, I got a lot to kind of work on here. I want to get to work now. Yeah. Great.

Ben Byrne: Dean. Yeah, great. Nice to talk to a nice Canadian.

Ben Byrne: Yeah, another Canadian. I. Yeah. Have you been to the east coast, by the way?

Ben Byrne: Halifax? I have. Yeah. I was just.

Ben Byrne: Nice.

Ben Byrne: So I was back in Newfoundland three or four years ago. My mom passed in 2013, so in the summer. Summer of 2014, I went to. Went back to Newfoundland. She's from there. That's where she grew up. So she was. So her family has a burial plot. This is a weird, totally weird question,

Ben Byrne: but it's the last name, like Osmond.

Ben Byrne: No, no, no.

Ben Byrne: Okay, never mind. I know a lot of everyone in Canada knows each other. That's.

Ben Byrne: Yeah. Funny, isn't it?

Ben Byrne: What was her last name?

Ben Byrne: Harvey.

Ben Byrne: What's her last name? Yeah, yeah.

Ben Byrne: Fair enough.

Ben Byrne: Yeah, I don't want to take up any more of your time here, but, I mean, I could talk all day, but yeah, that's been amazing.

Ben Byrne: Awesome. Well, keep me posted. Let me know what you come up with. And good luck with all that.

Ben Byrne: For sure, you'll see me probably buying, like, 890 quotes in the future.

Ben Byrne: I love it. Perfect. Standing by to help you. Okay, later. Thanks, buddy. Bye, Sam.