Moby Dick Marketing

This episode needs no selling.

It needs no build up.

No hype.


The key mistake I see marketers make is believing their ideal clients are hiding in a secret lair on a deserted island somewhere.

It’s like they don’t want you to find them.

And that a group of elite marketers knows this secret location and taps it day in and day out to make sales. While you’re stuck trying to market to cheapskate prospects.

While you’re stuck trying to market to cheapskate prospects.

It’s time someone debunked this myth once and for all.


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Jonathan: You are listening to List-Building Lifestyle with your host Igor Kheifets. Igor, before we jump into it, I’m starting to make a new tradition for our show. I read this review and I want to share it with you even though I’m sure you’ve read it already. This comes in from ‘Entrepreneurial Mama’. She gave us five stars and here’s what she says –

‘Igor Kheifets is the go-to guy for straight up dope on surviving the internet marketing jungle. Tune in and don’t miss a bite. If you don’t, the rest of us will get ahead of you. Seriously though, valuable, actionable advice you can apply as soon as you hear it.

How about that!’

Igor: Well, thank you Mama there for the words of encouragement and I assure you that if you’re listening right now, this episode is going to be no different.

Jonathan: What do you have for us?

Igor: Well, today I want to talk about Moby Dock, because I think it’s a truly inspiring story and I think it reflects in a big way how a lot of people out there who are just starting out think of lead generation, and pretty much, I guess, one of the biggest mistakes that I see people make with lead generation as well, which if you fix it you will not struggle for big whale clients as much as you might be struggling right now, Jonathan.

Jonathan: Interesting, yeah, I’ve seen a big focus especially this year. Like last year the focus was one funnels. This year the focus is on high-tickets and I think high-tickets relates to whales, so this should be interesting.

Igor: Oh, yeah, absolutely, and, you know, it’s the whale, the big whale clients that really make your business run. It’s just like adjusters, if you will, alright, because most people out there will not make you the most money. It’s only the 20% of your clientele will make you 80% of your income, you know, the good old 80-20 rule. So we’re going to talk about these, you know, 20% that make you 80% of your money type of clients and how the hell do you go about finding them or help them find you.

Anyways, so what does that have to do with Moby Dick? As we record this a couple of weeks ago here in Israel a new movie came out called In The Heart Of The Sea, which is supposedly the story that inspired Moby Dick, right, and whether that is true or not I don’t know, but I was really, you know, influenced by that movie, because it helped me understand the mindset I use to have about getting good clients.

You know, Jonathan, I used to really believe that good clients are hiding from me and there’s just this one sweet spot where they all go and, you know, [03.00] have fun and decide where they’re going to buy from, but as it turns out…

Jonathan: Private party.

Igor: Yeah, they’re kind of like the good buyers are kind of like X-Men, you know. They’re out there. They’re hiding in between the regular normal people and one good buyer knows the other one, but they won’t tell. It’s just like a secret communication channel they’ve go, and so they will only show their face if you do your job right as far as marketing. Now going back to the movie, basically just so you understand you need to know a bit of the plot in case you haven’t seen it, so it’s a quick refresher, and a spoiler alert for the movie buffs, so you might as well fast-forward a couple of minutes.

So there’s like a bunch of people, a bunch of whalers in Nantucket. They get on a ship, brand new ship that is supposed to bring in a lot of whale oil, which at the time was, you know, like oil, like the black oil we have today.

Jonathan: Yeah.

Igor: So it was really like this thing that made the world go around, this whale oil thing. And so it’s a giant ship and they set out to sail and for months and months and months they don’t, like, find anything. They get like an odd whale here and there, but they like can’t get anything and they don’t see anything. And so eventually they land on this port, right, where they see a bunch of Spanish sailors – one of them happens to be the captain – who were just devastated and broken and they’re just drinking and telling stories. And so the captain of the Nantucket ship sits down and has a conversation with the guy and the guy tells them a crazy story that supposedly if you get off course in some sort of direction. Like I’m not good at direction stuff, so let’s just say north, right. So if you go north and you just, you know, sail for like 2 months, you’re going to get into this spot where there’s like a ton of whales, like a ton, ridiculous amounts of whales, unprotected, and they’re not afraid of you. There’s just a ton of stuff to collect.

And so this captain of the Nantucket ship, because he’s so desperate to get the order in that he was basically told to bring in, he goes there. He just believes the crazy story and he goes there, and they had this huge, you know, just a bay of whales. Like I’m talking hundreds of them. So for a whaler that’s just heaven literally.

Jonathan: Yeah.

Igor: And, you know, they go to party until Moby Dick shows up and crushes their ship. So basically how was that like even connected to what we’re talking about today? Basically that’s how most people think about getting good leads. You know, they believe that the good leads are just hiding in that bay or that area and you’ve got to go there to get them, but the truth of the matter is it’s nothing like it, because the good leads might be hiding in between your most desperate and broke prospects, believe it or not.

And so when it comes to business opportunity marketplace and they make money online marketplace, it is actually [06.00.2] like a 100 times truer too, because if we go down to the deep psyche of our minds we learn that we will do nothing to prevent a problem, but we will do everything to fix it. That’s why, you know, some of the most hardcore markets are usually the paying markets. Like I know that Ben does work in the prostate, in the male prostate niche.

Jonathan: Yeah.

Igor: I mean, that’s painful and shameful, so, I mean, no wonder he used to make it the killer. Anyway, so we will do nothing to prevent a problem, so we will do nothing to say protect ourselves from poverty, we will do nothing to secure a great retirement up until the point where it’s pressing. And so usually when that happens it’s too late.

Jonathan: Yeah.

Igor: You know, most people are way too late to try to fix that situation. They need like a huge…they need a life raft more than anything else. So believe it or not if you’re in the make money online marketplace, your best prospects actually might be the most desperate ones who don’t have much money. It’s the people who barely make ends meet, who are now pressed with this issue that makes them to get serious. Like, you know, having that issue in

their life is what qualifies them as a good buyer now, not their paycheck, not the depth of their wallet, not the profession or the occupation, alright.

It’s almost never a doctor or a scientist. You know, usually it’s just the blue collar bus driver or just, you know, somebody who works as a manager at a restaurant and these will be your absolute best and most well-behaving, most profitable customers.

Jonathan: Really, Igor. I mean, this is so different and like I’m wrapping my head around it and I hear what you’re saying and I understand where you’re coming from, because they’re in desperate need, so they’re more motivated than they would ever be, but how do they afford to buy from you and how do they step up the ladder? How…what…? Just paint me a picture of that, because I want to understand this.

Igor: Well, how does anyone, you know, can afford to buy anything really? You’ve got credit cards. You’ve got 41Ks. You’ve got, you know, they can borrow money from their parents or their children depending on how old they are. They can sell something.

I mean, I have a friend, a dear friend, got into a very difficult situation with the government and basically ended up being about 15 grand in debt, which he had to pay off within a matter of just a few weeks. Okay? And what he’s done is that he’s sold a bunch of stuff to collect that money, like he literally went on eBay and sold a really expensive watch. He sold a…I don’t remember what else, but he sold a bunch of things to collect the money and to settle the bill, because he was motivated to do so.

And I believe that if somebody is motivated to change their life and become financially free and he or she wants you to teach them how to do it, then they should be willing to sell their Volvo or, you know, their PlayStation or whatever. [09.00] I mean, think about it this way, Jonathan, Christmas and New Year’s, right, how do people buy gifts? Because the gifts get more expensive every year and there’s like a new level of gifts every year too. Like I just bought my nephew like a quadrocopter or something like that…

Jonathan: Nice.

Igor: …Like a drone, if you will. Right, that thing cost me 200 bucks. Now when I was his age, when I was turning 13 years old I could only dream about a gift that cost 200 bucks. I don’t think I’ve ever gotten a gift that cost 200 bucks, you know, in my entire childhood, not to mention at the age of 13. But you see, the bar is always rising. Prices are always on the rise. So how do people buy Christmas gifts? How do people buy anything? You know, credit cards, 41Ks, they just find a way. Like if there’s a – how do you say? What’s the saying? If there’s a…

Jonathan: …Will there’s a way?

Igor: If there’s a will, there’s a way. Yeah, exactly. So you should never count other people’s money in that regard, like they will find the money, unless of course they are the one third of the population that literally can’t afford anything, and we’re talking…

Jonathan: Yeah.

Igor: …Can’t afford to pay the gas bill or can’t afford to, you know, pay the electricity bill. There’s people out there like that and that’s okay, but even they have luxuries they’re not willing to give up like a cell phone, like an occasional $7 Frappuccino at Starbucks and things like that. So honestly, if they want it, if they’re oppressed with the problem and an issue, they’ll get the money together.

Jonathan: Yeah, and I guess that’s an interesting thought, because if they truly want to make that change they will do the work to get the money. And then, you’re right, they’re probably more motivated to go ahead and get a return on their investment so you’re able to work with those people and turn things around for them or with them.

Igor: Yeah, absolutely. And, of course, Jonathan, there is this other issue that comes up all of a sudden, right? Is it the right thing to do? Right, is it morally, ethically or in other way correct to influence people to part with their cash?

And I think it is. Because otherwise they’ll spend it on another TV set or some other, you know, nonsense that they don’t need that’s not going to help them make any lasting, long-lasting changes in their life. I mean, my family when we immigrated to Israel, we were really poor, like ridiculously poor, because six months into it, six months into our immigration, my dad suffered a heart attack and had to undergo an open-heart surgery. So for the next two years or so he was like, you know, half a person, just a shadow of a man and he couldn’t get a job obviously so he lived off whatever my mom could bring in. I was, you know, I was too young to work.

And this kind of snowballed into a $10,000 debt over the years and e growing up as a really poor kid in Israel contrary to what was going on in Ukraine. You know, when I lived in Ukraine we were [12.00] kind of wealthy. We were like okay, like middle class, maybe even like a little bit higher than middle class. So looking back at our life in Israel I see now why we were broke. It wasn’t because my dad didn’t have a job for a few years. It was mainly because my dad could not control his spending, and neither could my mother. So my mom would buy shoes every weekend. My dad would buy a new TV every two years and we actually had a car, believe it or not. We had a debt, you know, like a really bad car, like a Fiat, like a ’92 Fiat, but you know, we still had a car, so we had gas expenses. We had insurance expenses. The car would always break down, so almost every month something would happen to it, like air conditioning would go off or some oil change or whatever, tire change. So there’s always expenses. And these luxuries, we never gave those up, you know.

And whenever my dad wanted something, you could not stop the guy, just no way for you to reason with him or anything. He would not consult you and he would just get whatever he wanted to get. And he would often have fights with my mom about it too, because he would buy something without consulting her and she would be pissed, but at the same time when he was buying stuff for her, you know, when he was like taking her out and basically pushing her towards buying like a new coat or a new pair of shoes or whatever, you know, she’d be ecstatic. So it was like a one-sided thing. Not to mention that together they would always go out and buy things. And, you know, my dad had this weird hobby. He would go on to the grocery store and he would come out with a $50 check every single day, which was weird.

Jonathan: Yeah.

Igor: Because we never, like, I never thought we ate so much, but we would always…he would always, you know, every single day 50 bucks on groceries. And that was just…eventually once I kind of raised my financial IQ, they used to just freaking annoy me, because I started noticing what the money was going for. And like vodka, sometimes he had a drinking problem at the time, you know, different pastramis and sausages and meat, like a lot of things that you really don’t have to buy to survive.

Jonathan: Yeah.

Igor: And it’s just, you know, and the first time I realized, the first that it really hit me was when I was going to school and I complained to my friends about like not having enough money all the time and how my parents constantly complain about that and although they worked, like, both of them worked at the time, but we would still never have enough.

So one of my friends, he said, ‘You know, it’s funny, bv your parents should take a class or a lesson, get some coaching from my mother. She’s a single parent for the last 15 years and she has…like she always manages to tuck some money away every month.’ And hearing that I was lie ‘What? Alone? With one paycheck? Supporting two kids? How come my parents aren’t able to, you know, to do that with two paychecks supporting one child?’ And of course, [15.00] the answer is in the actions they were taking at the time.

Jonathan: Let me ask you something, Igor – so you didn’t realize all this when you were growing up, and I like where this conversation is going. How or what inspired you to raise your financial IQ so that you didn’t repeat these things?

Igor: So first off I, you know, got exposed to this Secret, which allowed me to believe that I could change my life in the first place, because up until the age of 18 or so I really thought I was like cursed to live a very bad life, because I was fat, I was really bad with girls, I…my relationship with my dad sucked and we never had money, so I literally kind of gave up. But watching The Secret and then reading The Secret kind of gave me the inspiration to try and change my life. It wasn’t, I mean, it didn’t happen overnight, of course, and it wasn’t easy, but I kind of bought into the idea, you know.

Like The Secret was just a bunch of baloney! But, I mean, they totally creed up in the whole law of attraction concept, but it just, it sold me on the idea. It was like a really awesome sales letter for people like me who did not believe they could change their life, and are really grateful they had stumbled upon this movie and later the book. So anyway, once I did that, I then read Robert Kiyosaki’s Rich Dad Poor Dad.

Jonathan: Rich Dad Poor Dad, yeah.

Igor: Yeah, and that’s it. It opened my eyes and, you know, it opened my eyes to the fact that I was going the wrong way, that my parents were wrong all along and I should not go to school – I was going to school at the time, like a community college thing but with a military side to it where I was wearing a uniform and everything.

So like I realized my parents were wrong. I realized that the future I was trying to build for myself and they told me I should be building for myself is really just an illusion, just a mirage if anything, and I started asking the question ‘Okay, so what do, like, how do you make money? Because before I can save money, I should, you know, I was supposed to be making it.’

And I got online. I just like a lot of people out here I wasn’t used to the concept of multi-level marketing, which to me when I first discovered it, Jonathan, seemed like the best thing since the microwave to be honest, because, I mean, you could just recruit three people and they could bring three people and they could bring three people and you’re making a million dollars a month. I mean, what could be better than that! So I got online, I learned about MLM. Eventually I joined GDI and, you know, the rest is history.

Jonathan: Let’s bring this back around Igor, because you said something earlier that I found interesting, because it didn’t even occur to me, but we were talking about whales and then you said maybe the people that don’t have money would be your best clients and maybe you could step them up to be whales, but some people might actually feel guilty about that and feel guilty selling to these people.

And what I hear you saying is that, [18.00] look, I don’t think there’s any guilt in the fact that if you know a path to wealth, if you know that what you grew up with is wrong and you’re able to share that with your customers. Isn’t that…wouldn’t that be selfish of you or greedy of you or wouldn’t you be doing them a disservice by not sharing that with them?

Igor: Yes, and that’s a very immature way of looking at it, Jonathan, something most people cannot appreciate, because we all grow up with these preconceived notions about salespeople and selling. You know, one of the greatest things you can do for yourself, you know, if you’re listening to this and you do have hiccups about selling and about marketing and about like extracting money from other people’s pockets in a good, ethical way is you could read a book, a couple of books actually.

The first one is Natural Selling by Michael Oliver, and that book is going to introduce you to a different side of selling. You’re just going to show you how not doing your best damn job at selling your opportunity or program or product or software is actually, like Jonathan just said, doing your fellowmen a big disservice.

And another book that I want us to read is Selling 101 by Zig Ziglar which is like a tiny little book like 80 pages at most, and it really just a really upbeat little piece of material that sells you on selling, that just shows you how selling is a very noble profession. Not to mention, Jonathan, your key with, you know, talk about the economy…I don’t want to like bore our listeners.

Jonathan: You can rap about whatever you want. It’s The Igor Kheifets Show.

Igor: Awesome, so let’s rap about the economy. So I used to think that the economy is this giant thing that’s stored in the stock market somewhere in a warehouse and it just decides to do things. But eventually I learned that the economy is just money exchanging hands, which means it’s the people who make money exchange hands that make the economy that pretty much just bear the economy on their shoulders. And it’s the salespeople, it’s the salesmen and women unto there who basically give a product in exchange for material value or cash flow etc. This is why we have a thriving economy. And the economy does not thrive when there’s not enough exchange of that.

Jonathan: Yeah.

Igor: You know, not enough of that exchange happening in a marketplace. And so if we had more salespeople, more effective salespeople in this marketplace, our country and the world, the kind of world that we live in today, would actually thrive much, much more thanks to more sales happening.

Jonathan: I love it. That’s right. Man, such an interesting conversation today, Igor. I know we went a little bit long. So worth it though. What do you have coming up for us next time?

Igor: Well, next time I’m going to reveal my dirty little email secret…

Jonathan: Oh…!

Igor: And how I went from just owning a really small list or making a really big paycheck.

Jonathan: Wow! Looking [21.00] forward to it. So that is a wrap for Moby Dick marketing, List-Building Lifestyle, episode #11. Thank you guys for tuning in and, Igor, thank you for sharing a piece of yourself on this podcast. I really, really enjoyed it.

Igor: My pleasure. I really hope it helped at least one person understand.

Jonathan: Thanks for tuning into the List-Building Lifestyle show. If you’re digging what your hearing, your next step is to go to iTunes and in the search bar type ‘List-Building Lifestyle.’ You’ll see Igor’s face smiling at you. Go ahead and click on that. Subscribe to his show and if you’re feeling really generous and you want to help us out, then give us your rating and review to help other smart people like you find this show. Thanks for tuning in, and we will see you on the next one!

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Who Is Igor Kheifets

Igor Kheifets is the 3rd highest-earning super-affiliate in the internet marketing niche.

Igor’s 2-step system has helped him consistently rank as the highest-earning and the highest-converting (measured in commissions earned per click) for industry’s leading vendors including but not limited to Matt Bacak, John Crestani and Anthony Morrison.

Igor boiled down success in affiliate marketing to a set of predictable easy steps anyone can take to generate commissions.


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