#51: Top Dog, Top Dollar Part 2 – In Your Face Positioning Strategies from the Evil Bold Genius

In this week’s episode of the ‘Maverick Marketer Unleashed’ podcast, we welcome back Jon McCulloch AKA The Evil Bold Genius for the second part of ‘Top Dog, Top Dollar”. Jon is one of only and handful of people I actually listen to when it comes to marketing my business. He has been my personal business mentor for over six years now, and I can’t recommend him highly enough. In this episode, he talks about more about positioning yourself at the top end of your market so you can charge higher fees and work with only the best clients.

About Jon McCulloch

oIPznRbxJon McCulloch has been dubbed “The Evil Bald Genius” for reasons you’ll find become clear as you immerse yourself in his work. But be warned — Jon’s scathing and uncompromising style and language are for neither the sensitive nor the faint-hearted. In fact, he has something guaranteed to offend everyone.

But that’s OK, because Jon isn’t in the business of winning friends and influencing people, not if it comes at the expense of hiding or obfuscating the truth about what it takes to succeed legally, morally, ethically, and entirely above board in business in today’s dire economy, despite recession, bad government, and tight-fisted banks. So if you’re looking to have your hand held and your fevered brow mopped with gentle, loving hands, you’d be best advised to avoid Jon and his work because you won’t like it.

On the other hand… if you’re serious about increasing your sales by 100% or more within the next three months, you’re prepared to roll your sleeves up and get stuck in to some seriously hard work, and you’re not timid, faint-hearted, or unwilling to ruffle a few feathers, then Jon is well worth listening to.

Who Is the Evil Bald Genius?

Jon is a leading and controversial educator in Direct Response Marketing, a fearless and outrageously outspoken small business advocate, and the most expensive copywriter and marketing consultant in Europe so far as he knows (even if you’re able to hire him at all, which is highly unlikely. He almost never opens up his Private Client List to new clients, and the ones already on it never leave).

He lives in West Cork, Ireland, with Mrs EBG, his Jack Russell Terrier, Haggis, and an assortment of other dogs and cats.

Show Notes:


In your opinion why is it important then that you’re positioned at the top of the market?



How do you go from being just a run of the mill “Personal Trainer” to being the “Mr Motivator” that’s on TV

, charging premium fees and positioned as the leader in the field?



From your point of view, why do you think makes the Elite process (What goes on in the meetings) so powerful?



What do you say to people that say “But Jon, if I’m the most expensive doesn’t that mean I’m going to get less business than my cheaper competitors?”



In your business personally what’s been the biggest breakthrough over the past 12 months?



What’s the best piece of advice you’ve been given from a mentor? And who was that mentor?

#52: Why You’re Losing Out On Business Revenue and Profits
#50: Top Dog, Top Dollar Part 1 – In Your Face Positioning Strategies from the Evil Bold Genius