Good Media with Stacy Oliver - REIA 500

Welcome to Streams to Impact, the podcast where busy professionals are empowered to develop multiple streams of passive income built on solid, secure, hands-off commercial real estate investments. This show is not just about wealth development. Every episode, we dive deep into inspiring conversations with professionals who are living life to its fullest while making significant and meaningful impacts on a world in great need. Engage with us each week and discover how you can thrive and flourish abundantly in all areas of your life. Now here is your host, Dr. Allen. Hello, Enlightened Investors. Welcome back to Streams to Impact. I'm your host, Dr. Allen. Thank you so much for being with us again today. Today's guest is the visionary founder and CEO of Soulstream Media LLC, and she's the powerhouse behind Mind Body Soul magazine. With over 30 years of marketing and public relations expertise, she has mastered the art of creating innovative platforms that help businesses thrive. Through her luxury magazines and events, she reaches affluent audiences passionate about abundant living, whether it's financial success, health and wellness, or the ultimate luxury lifestyle. So get ready to be inspired by our guest's creative approach to attracting clients and elevating brands to new heights. Welcome to the show, Stacy Oliver. So Stacy, good to see you today.

Great to see everyone. Thank you for having me on.

You bet. We are glad to have you with us. So let's just get right into it. So Stacy, You've been doing this for 30 years, and so give us a little bit of background into how you got into the space of MindBodySoul magazine.

Well, I have had 20 years of publishing health magazines. Before that, I was actually in real estate in my 20s, and I've been publishing health and wellness magazines since 2004. So I was 29 years old, my first husband died of leukemia, which was a shocker. I'm 56 years old now. So, but it was eye-opening to enter that world or be drawn into that world of You know, that level of illness. Leukemia is a cancer of the blood, so to speak, in layman's terms. So I started looking into alternative healthcare because I had a real estate client that had the same— was diagnosed with the same type of leukemia, and she was seeing a Chinese medical doctor along with her Western treatment. So I was very intrigued, searching for help for my husband, and— What was the name of the doctor? So he died very textbook with Western treatment in a year and a half. He was gone. And the treatments were horrible.

Right.

He did have a 6-month period of remission that, you know, interestingly, it was just 6 months. So from diagnosis to death was 18 months for him. And then my real estate client, though, she was seeing a Chinese medical doctor and doing her Western medicine, and she did die, but 6 years later. And she had—

Wow.

Super high quality of life going through her bone marrow transplant and her— the typical treatments for leukemia. So that made an impact. But anyway, flashback to 6 months after my husband passed. I heard a voice in meditation that said, publish a holistic healthcare magazine. And my first thought was, oh my God, I would be great at that. And so, I'm a super extroverted, definitely my astrology chart says lawyer. counselor or publisher. So, or real estate, which I was super successful in real estate. And I just transferred everything I'd learned from real estate to publishing sales. You know, really just make every client feel like they're your only client. That was my broker's advice to me in real estate.

Yeah.

And sales training. So, Yeah, so I love alternative health and wellness and self-care. This magazine, so 20 years later, this is my masterpiece. It's in 6— it is in 6 cities: St. Louis, Vail, Telluride, Aspen, San Diego, and Sedona. And we— it has journal pages in it. It's a free pickup, so it reaches You know, the advertisers get immediate results, and it is definitely— I've printed over 1 million, 1.3 million copies of health magazines. Wow.

Well, you target a specific audience with your Mind Body Soul magazine. It's actually Affluent females ages 35 to 65 who are specifically looking for health, wellness, and beauty and creativity. So how do you ensure that the content and advertising resonates with the demographic that you are serving. I guess before you, before you go into that, how is it that you actually decided to target this particular demographic?

Well, interesting. My first publication was called The Healthy Planet in Aspen, Colorado. After my husband died, I was in St. Louis in real estate several years And I kind of realized one day, oh, I could live anywhere. It's not like I have an ex-husband. I'm a single mother. But I was like, oh, I'm free to move around. I'm free to get out in the world. So I had done a vision quest every year in Aspen. And, well, one was in Telluride. Then we moved them over to Aspen. A friend moved there. And so there were a group of us that kind of migrated. And I thought I would do real estate there. And I immediately saw that there was not a resource, a magazine to find my massage therapist or my psychological mental health therapist. And I was like, oh, interesting. So I called the Healthy Planet in St. Louis and I paid them for the rights to use the name in Colorado and launched the Healthy Planet Aspen Edition. And it was a newspaper print, more environmental. It was health and wellness. So Aspen is just affluent. Like everything is there. This is this little capsule of affluent people.

Yeah.

It has 100 billionaires. right now. So very, very interesting market there. I used to say, I can't get my car washed, but I have Gucci and Louis Vuitton. It's kind of a fantasy land. And I was like, but I would really like a car wash. But— and so, yeah, very interesting. spot on the planet, really. And because you just have beautiful nature and hiking, and it's just gorgeous. And of course, the snow skiing in the winter. I'm more— I really only go there in the summers now. But so, of course, that target market, you know, was appealing. And I saw how the difference between my target market and the St. Louis Healthy Planet target market. Definitely more granola. So I wanted to merge. I wanted to still—I wanted to reach mainstream women who were getting breast cancer and who—I wanted to give them some options for healing because I believe that every physical illness has an emotional base background, and actually it's from the heart. I have a Chinese my Chinese. Chinese medical doctor, Dr. Lily in St. Louis. It's different from Dr. Ginger, who was my real estate client. Dr. Lily said her teacher back in China— and she has a Western— Dr. Lily has a Western medical training.

Wow.

But she has gone back to her roots and just does acupuncture. And she said to me this last visit I was in St. Louis— and then when I'm there, I always pack in like 3 Dr. Lily visits. To just keep my health. I'm all about preventative, right? And having a lot of energy to run a magazine in 6 cities and all the travel that it takes. I've really had to up my physical health game. So, and my energy game. So, or clean it up, so to speak. So she said this last visit, I'm laying on her table and have the needles in it. She said— We were chatting about that, my belief that it's all emotional. And she said her trainer, teacher in China, back in China, said every— it's really even everything's from the heart. So that's super emotional. And they say, as Gregg Braden says, there's more power and energy coming off the heart than the brain.

Mm-hmm.

So it really goes back to that deep emotional You know, connection, or have we cleared up—

Right.

Cleared up our emotional, you know, life from our childhood? You know, we were raised by human beings. We're going to be a mess, okay, everybody? My son, as conscious as I was in doing vision quests and sweat lodges and working on my emotional life, my son has picked up, you know, I was young and crazy too, and a single mom, terrified single mother. owning a business, you know. So he— my son has his issues from being raised by me. I hope he doesn't see this. He hates when I talk about him. Anyway, I mean, of course he's lovely. My whole point is I don't care if you were raised by Mother Teresa, you're going to have issues. I mean, she frankly was— anyway, so I'm not going to say anything about Mother Teresa. She was amazing. So anyway, so the emotional element to every dis-ease Any disease in the physical body. So why did I get off on this tangent? What was the question? I hope I answered it.

Well, how did you— I mean, first of all—

Choose this demographic. Yes. So I had my first magazine for 4 years, Healthy Planet. My Healthy Planet was in Aspen. I was the affiliate publisher, which I have another point. This is going to go Full circle to what I'm doing today and how I hope the magazine in 6 cities is through this affiliate publisher business model. So anyway, I moved home to St. Louis in 2008, and just the talk in the yoga studio bathrooms, the women's locker room, was— I felt this sense it was almost almost a badge of honor, the whole having a double mastectomy. Or have I had one? Oh, I had a double. And I was like, okay, this is like the energetic— this is off. This— so anyway, that inspired me to launch pretty immediately another, a full-on glossy magazine targeting the mainstream women that they had the affluency, the wealth but they didn't have the physical health or the emotional health. So Yoga and Spa Magazine was born from that. And a large event that I've had for 14 years in St. Louis, a health expo, was born from that. And a speaker series of inspirational speakers that I brought into St. Louis— Michael Beckwith, Marianne Williamson, Gregg Braden, Don Miguel Ruiz, who wrote The Four Agreements, And the list goes on. James Redfield, love him, The Celestine Prophecy. So Yoga and Spa Magazine was highly successful in St. Louis targeting these women. And on a business level, I always felt intuitively that the energy I spent on the local level, I could spend the same amount of energy and have a national magazine. That was just an intuitive, you know, thought that always rolled around.

Yeah.

So I sold Yoga and Spa, and I worked for the owner for 2 years beyond my contract to get my son through college. My husband and I at the time moved— he also sold his company, and we moved to a farm. So these are 2 powerhouse people. People that sell their companies and move to a farm. Which our nervous system definitely like calmed. I mean, I always walk through the living room, oh my God, I live here every day. This is incredible. I had a 10-acre lake. I swam in it every day. I was— I felt I was doing great, but my husband was coming unraveled with the loss of his identity, really. And so that was 2018. we moved out there. We were divorced by April of 2020. Also, COVID impacted all of us, you know, in different ways. A fear, a level of fear was intensified, and my fear of my husband's coming unraveled did not help the situation. And anyway, so marriage ends. I'm like, okay, what am I going to do? And in meditation once again, I have this vision of people holding a magazine, not MindBodySoul, comes through to reenter after COVID. Not everybody's an extrovert like me. I was flying around during COVID I flew more, I flew more. It was like flying private in 2020. It was awesome. I flew in and out of Aspen. I don't know how many times I was teaching meditation workshops. It was great. So anyway, but I knew everybody's not an extrovert to re-enter, you know, and still I think people have— introvert, more introverted people have struggled with the effects of COVID So anyway, so yeah, I launched Mind Body Soul, and I thought, if I'm doing this again, I'm going national. And so I set a business model up as I had been an affiliate publisher for Healthy Planet, though I was the one and only for Healthy Planet. I— and this is not a new model. Edible Magazine has a similar model. Scout Magazine. Natural Awakenings, way back in the '90s, had this model of affiliate publishers. So you buy a territory. The difference with my Mind Body Soul is that I have been the affiliate publisher out in the field field with no support from corp, you know, just here's the name of the magazine and this is what we do and go do it. And now I had different skill sets that allowed, you know, I could do that on my own. But most people can't handle distribution, printing, graphic design, you know, or there'd be—

Mm-hmm.

There are a lot of magazines, but there are a lot of magazines that go under very quickly. So I have a model where I support the affiliate publishers. I take care of the printing, the graphic design. We fulfill the advertisers' agreements. And they can be free to do what they're great at, networking, just, you know, being the face of the magazine in their city. So that's— and it's, you know, we created a model so that they get their buy-in back within their first or Second issue within 6 months, and the rest, they get a net of hopefully at least $200,000 their first year and, and more after that.

So fascinating journey through a lot of challenges, inspiring challenges, and could be devastating challenges.

Divorces are not fun things No, but there is certainly an opportunity for growth.

Yeah.

And I'm super happy that blew up because I was like, okay, opportunity to lean in. And oh my God, I'm a different person today. And I just love it. I love who I am today. I'm way more authentic. I wanted to say also why I chose this target demographic of women. I think I wanted to be those women, and I did. I married a super wealthy man, older man. So there— I think we do choose our paths based on society imprints, things we want to experience. I wanted to experience that level of prosperity and wealth, which was great. And so the great thing about that marriage was he was one of the top merger acquisition firms in St. Louis. So I, like, through osmosis, just like— or I'm just kind of like that. I'm a sponge when I'm around people.

Mm-hmm.

Whoever I'm around, and they say we're an average of the 5 people we hang out with, but me, it's way more intense. You know, so listening to him, his successful business stories, and attorneys and CPAs that he hung with, super successful people in St. Louis, it elevated me. And then I elevated him on an emotional, spiritual level. So we both, you know, together, it was great. We learned together, we rose together. And then really with his selling his company and some other personal things that also happened. He really chose to go back down to what was more comfortable emotionally and spiritually, and I have continued to really rise and ride off of that energy of, you know, wealth and prosperity that, that I was blessed to, to be— enter into with him.

Yeah.

And, um, I'm really into this We're the average of the 5 people we hang out with. So I just want everybody, if you take anything away from that today, the listeners, that is one thing. And then also, so wanting to be these affluent women, I, on the external level, I also targeted them for my advertisers because these are women that are spending $4,000 to $6,000 a month. And I bet if I add up what I spend on my health, my yoga classes, my fitness strength training, you know, really my home, I'm single now, my home, and, you know, our beauty regimes, our spa trips, our coaches, our health coaches, our wealth coaches, our business coaches, you know, I bet I'm in that range 6 grand a month. So that's who my advertisers, who are the coaches, the health and the wealth and the fitness trainers, and that's who they want to reach too. And that's who my readers, you know, need. So really it's a resource. You know, there's even resource— there's a whole resource section. So whatever you want to level up in your life. Your, whether it's your business or your health or your emotional or your relationships, that's in the Mind Body Soul magazine. I hope that makes sense.

Well, a fascinating, certainly a fascinating journey and illustrates that aspect that, as that old saying goes, when one door closes, A door closes, a window opens, and there are opportunities for growth and development.

If we're willing to walk through the door that opens. I love that saying. When one door opens— closes, another one opens. But we have to be willing to walk through the door.

Absolutely, yeah. And we see that, I mean, in successful people. I mean, nobody has a perfect life, and there's challenges in every single life, and some people are devastated by them, and some people are inspired by those.

Yeah, I was devastated. But the one gift I've just— I don't know if everyone has this. I have always had a deep deep desire to be a healthy independent woman, just to be the best version of myself. And I think under that is a desire to be free, free from my codependency, free from my limiting beliefs, free from physical illness, you know, which is rampant. All those things are rampant in my family of origin. So I really just, I don't think everybody has that desire, you know, to really grow and Expand and be free of, you know, all the emotional limiting beliefs and subconscious. We don't even know our subconscious is running a lot of this. We don't even realize.

Yes, absolutely. And it's a lifelong journey, isn't it? I mean, it's— we're never there. It's always a process of Of searching for more, searching for more health, more wealth, more enlightenment, more inspiration. And, oh, I think you're right. Not everybody has that desire.

I think, you know, that it's a lifetime. I think it took me 30 years. I think it takes, you know, I was shocked at how much more work I had to do when that marriage ended. I was shocked at the level of rejection, abandonment, insecurity, financial insecurity, because I'd always wanted to be taken care of by a man and a wealthy one. And finally, I'd gotten that.

Sure.

And it was a blast, frankly. And it was a great foundation that allowed me to blow my business up, you know. And I think a lot of people probably assume I got money from that divorce. I did not. And that was the best thing that could have happened to me. Because if I got $1 million or $2 million, I would not have launched my Body Soul Magazine. I'd probably be still— I would just be spending to fill the void. I know myself. I would have been traveling and spending, and maybe I'd been paying for some—

Therapy.

Retreats, probably I would have used a lot of money to go on more retreats and healing, which I did anyway. And I started Mind Body Soul magazine. I think that was really meant to be. Yeah.

Well, I say it's a lifelong journey because, well, I'm just a tad bit older than you. I have reached these planes of, I've reached it. And then sure enough, I get smacked down and it's another opportunity for growing. And well, I don't like those smackdowns, but they've always been quite beneficial for me.

Yeah, every— I think all the traumas, the trauma of my first husband dying, was very maturing. I was 29, and I had not treated him very well. And so it was like, whoa, huge wake-up. So I was able that last year and a half, that year and a half of his illness, to really show up. And for our son, we had a baby, 18-month-old, who was 3 when his dad passed. So that was super maturing and the beginning of a deeper spiritual journey. Because when there's no financial support, one of the best gifts I've ever gotten was no financial support from my parents.

Yeah.

Didn't have the consciousness level or success. And my— that husband, the first husband that died did not have financial success. There was a little life insurance policy that allowed me to buy a house, which real estate was great. And I flipped it and made another $40,000. So I've gotten opportunities. And I always thought— this is one thing I want to share. So I had this mindset that when we arrive, like you and I are talking about, do we arrive? Is there— Are we ever done with cleaning our subconscious limiting beliefs? I thought once we did, once we were healthy, then we got to live our vision. So I had that vision of publishing a health magazine shortly after Mike's death. But it was taking the risk and doing it.

Leaping out.

Jumping off the cliff into the abyss. I'm going to publish a magazine. Signing the papers with Healthy Planet in St. Louis, taking that— putting that little bit of money into it. And then not knowing what the hell I was doing in business or publishing and learning, you know, by fire. And it was that— That's a big leap. Journey that transformed me into healthy, wealthy, happy, fulfilled. I thought we had to get healthy, wealthy, happy, fulfilled, and then we got to live our vision. And some of that's true, but it was just doing it, taking the risk. And same with getting into real estate. I was 23 years old and I took the risk. I got my real estate license and— That's amazing. You know, you don't know what you're getting, gonna fly or, you know, crash in real estate. But my advice for your real estate listeners are, you know, just keep showing up and show up, and you're not gonna sell. I always thought, I'm not— you're not gonna sell any houses. I listened to everybody around me, the successful agents in the office, and they would say, you're not gonna sell any houses sitting in the office. But I did do all the phone duties and all the open houses. And so, you know, I just got out there and showed up. And, you know, after about 3 years, it blows up because you have a—

A network.

You have a following. I felt like— now, I was in residential real estate. I felt like my entire 12-year residential real estate career was I lived on 20 clients. It felt the same 20 people kept— I was in my 20s, remember? So then 5 years later, they would buy another house, and they, you know, they were just calling to refinance or sell every 2 years. It felt like the same group of my clients. So, and yeah, and so—

Yeah, talking about the— You started off talking about your 5 closest associates. Well, it's, yeah, it's those close relationships that make the difference there.

Yeah, and I have a high renewal rate with advertising. I was just making the connection. I have a high, unusually high, usually 50% of advertisers are unhappy, 50% are happy. I had I would say an 80% renewal rate of the magazine in St. Louis. The national magazine is a little harder because I haven't had financial backing. So I have had some serious struggles with the national. But it's all forced me to learn, to level up as a— even a new level as a woman business owner.

Yeah. Well, I'm sure you're going to be— successful at the national level. This has been a wonderful conversation, Stacey. Really enjoyed getting to know you a tad bit better here. Before we close out here, tell us about the Discovery Call and how we can get in touch with you to take advantage of that.

Oh, if you're interested in being seen in 6 cities. If you have a business you'd like to market in our cities, or if you're looking for a business opportunity and would like to be an affiliate publisher, you can email me at marketing@mindbodysoul.media. That's marketing@mindbodysoul.media, or you can go to mindbodysoul.media and there's a portal and that you can schedule with me there.

Well, Stacy, thank you so much. It has been a real pleasure being with you today.

Thank you, Allen.

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