STEVE OLSHER: How to Get Massive Visibility with almost $0

My next guest is actually a really good friend of mine who I had on Allie and you show back in 2000, 2012, 2011 maybe. And so at the time Steve was in Chicago and came down to San Diego and since then has moved to San Diego and made it his home here with his family. And I'm so happy about that because he is one cool dude. And Steve, you don't have that in your bio. One cool dude.

I'm gonna add that now.

Okay, so let me just tell you the official bio and but first I want to say is that Steve is. He's the reinvention expert. He's written a book about helping people to reinvent their lives. But also he is one of the most amazing marketers I have ever met. There's certain people that just have a marketing brain. Right. It's just the way that their mind works and looking at things and really analyzing them. And that's. Steve is like that. So. So again, Steve is known as the world's foremost reinvention expert. Famous for helping individuals and corporations become exceptionally clear on their what and that is the one thing that they were created to do. Which you all have that. His practical no holds bar approach to life and business propels his clients towards achieving massive profitability. Massive. While also cultivating a life of purpose, conviction and contribution. A 25 year entrepreneur. I got five years on you, Steve, but you're old school like me, right? So Steve is the chairman and founder of Liquor.com so I'm sure many of you have been customers of Steve. Online pioneer who launched on CompuServe's electronic mail in 1993. Back when we had the horse and buggy. So New York Times Best selling Author of what Is yous what? Discover the One Amazing Thing youg Were Born To Do. Author of the Business Technology Book of the Year Internet. The world's Leading experts Reveal how to profit online. Host of the number one rated radio show and podcast Reinvention Radio. And I actually have that on my website in an interview that I did with him on that amazing show. He is an international keynote speaker and in demand media guest who's appeared on cnn, Huffington Post, Entrepreneur on Fire and countless other media. Are you on the edge of your seats? Let's bring on Steve Ulsher.

Thank you. Hey.

Hi.

How are you?

I'm so good.

You look amazing.

Thank you. I'm just. You know what, let's bring that over a little bit because you're like there so far away.

Yay.

I'm really happy because we're online. We had some technical challenges. You know, you've never had that before, have you?

Technology. I've heard of it.

Yeah. Yeah. Okay, good.

How are you?

I'm good, I'm good. I'm so glad you're here as well.

Am I?

Yeah. So you've been on my show a couple times, and when I think about when you first came on my show, I mean, nobody was really doing that back then. That was. That was kind of. That was really cool that we were able to do that.

Yeah. It's interesting how timing really is everything, and sometimes you can actually be too early into things. And that was my first go in the Internet world. As you said, we launched on CompuServes electronic mall in 93, had a fully functional e commerce site in 95. We were actually early. So much so that we imploded before everything got to the point where it is now. If things were like they are now, like they were. I mean, it's like if we had what we have now back then, I mean, geez, we would have been easily 100, $200 million company.

Yeah. It's kind of like if I had only invested in that one house when it was like $200,000. It's always like that, right?

Yeah.

Hindsight is 20 20. Anyway, you've got some really cool stuff that you're going to talk about today, and I'm just kind of going to. I'm going to let you take over here.

Sure.

I'm going to be on the sidelines, and I'll just so jump in when I feel like I have something to add. But you just have some really cool stuff to talk about. And as I said, you come from this. You have this marketing mind in business, but these are some things that you can learn that people can be taught. So I know that a lot of times people can get intimidated by marketing, but it doesn't have to be that way. You really learn by doing, don't you think? You learn by falling on your face.

Yeah. And the beautiful thing about how things are now is you can learn by doing without spending any money to do it and literally just throw it against the wall and see what sticks.

Yeah.

And that's. This is. It's a whole new world where literally you are the media, I am the media. Even if you have a hundred people who follow you, they look to you for your advice, for your savvy, for what's going on in your life, et cetera. And so this is a whole new playing field that frankly, being Able to reach anyone, literally almost anyone, anywhere on the globe at a push of a button. I mean, it's just like, it's insane how easy it is now to have massive impact in a way that frankly just didn't exist even a few short years ago.

Yeah, no, it's amazing. And you know, sometimes people say, well, I, you know, I don't have that many followers. Or I, you know, I just have 100 people. Imagine if 100 people were sitting in front of you right now, like in this room. Like, that's a lot of people. I mean, that's amazing. Really. So, you know, really value every single one person.

Yeah, we kind of get caught up in the numbers and it's like, you know, I think about it, some of our shows you mentioned re. Mentioned radio. Some of our shows get thousands of downloads, others get hundreds of download. And it's just like, you think about it, it's like, man, you get caught up in the numbers.

Right?

But then if you were on stage, like you said, in front of two or 300 people, that's a pretty good sized crowd. If you've ever tried to throw a live event. I mean, you do this all the time. Two or three hundred people paying attention to what you're doing. It's. It's pretty impactful.

Yeah, no, it definitely is. And you just impact one person and then that person, the ripple effect and all the people that affects. I'm going to just give you the remote here so you can go from there and we'll let you.

Sounds good. So what I thought I'd talk about today is really just how to leverage the power of new media to get massive visibility at virtually no cost. And I just want to run a few things by you. The slides, obviously we'll just keep it conversational, but I think the slides will kind of help us move through this a little bit. Do you remember this? Do you remember this dress? Yes. Yeah.

Yes, yes, yes. So it was like, what color is it?

Right. So actually on the chat, I'd love to see what you guys think on this. So hit it. On the chat, which is. Is that dress white and gold or is that dress black and blue? Actually, just out of curiosity for the, for the folks here in, in the house. What. What is that? Just yell it out.

Gold. Blue.

It's gold.

It's so gold.

Right? I see it as white. I see it as white and gold.

Yeah.

I cannot see that as black and blue.

I don't even know. It's not even in the realm of blue.

I know. Like, I don't see it at all as black and blue now. People got divorced, like, over this dress. And what's so interesting about it is this started out as a post on Tumblr. So Tumblr is a blog channel. It started out as a post on Tumblr because there was a mom whose kids were getting. Daughter was getting married. They were in Scotland. She was trying to figure out what to wear. She posted this to send it to a friend and was like, you know, should I wear this dress or this dress? And the guy was looking at it and looking at. He was going, I don't know what I'm looking at here. Is this dress black and blue or is this white and gold? He posted it to his Tumblr account within short order. Wired put it on there. And there was like 34 million different. It was like. It was insane how many people were talking about this dress just because of one post on Tumblr. And it just speaks to the power of what can happen if you put something forth for the world to judge. And I'm sure. What are people saying online? Do they see it as white and gold or black and blue?

Most of us see it as black and blue.

God.

I don't see it.

You are making that up. I am not.

See, that's the thing. I cannot see it. But anyway, the point being, you've probably heard this expression that any publicity. You've heard this expression, right? Any publicity is good publicity, right? Well, what I believe in the new media world is that really, any visibility is good visibility, but you have to do it the right way because there are times where you don't necessarily want that sort of visibility. Now, I don't know if you can. You may not be able to read this from here, but this is an example of when visibility may not be a good thing. The quote down there, it says, why are the drinking fountains so low in Europe? You know, so short in Europe?

Oh, my gosh. As you can imagine, I thought she was having a bad hangover. Right?

So she's actually. She's got her hand scooped there and she's drinking. Drinking from a bidet. And so that would be an example of when visibility is not a good thing.

No, And I've actually seen, like, you know, partners or spouses posting a picture of their significant other. Yeah, that's like. That's like, not. Okay.

Gotta draw the line somewhere.

That would not go far.

I love this one. Which is. I think that the scariest part about having triplets is having to be pregnant for 27 months.

Yeah.

So for the ladies in the room.

Yeah. Hello.

You can appreciate that. So another example of when maybe visibility isn't always.

Yeah. You know, greatness. You might want to run some of those things by someone before you post. Yeah.

But then of course, you have other, you know, movements here that are created online. You know, the whole Black Lives Matter thing as an example. I mean, of course it started out as being an in person event where people came together for this one particular cause and. But then through the power of new media, it's really taken on a life of its own. So obviously when it's done right, leveraging the power of new media can be very, very powerful.

Absolutely.

My goal for today more than anything else is really to help your folks here learn how to stop being what I call the world's best kept secret. Because I know from experience and working with my own clients that a lot of folks just feel like I am this best kept secret. Like if I could just get out to the masses. And masses, of course, is a relative term, like you said, you know, it just takes one person to really do something impactful, do something empowering for others. So when I use that term, masses don't get caught up in that. A mass can be, like we said, 100 people.

Exactly.

But ultimately, if you can get in front of the right 100 people and stop being that world's best kept secret, then that is truly where the magic can happen.

Well, the thing is, we all have a limited number of people that we know, but when you put out something that is intriguing to people or just captures their attention, think of that. You're now tapping into all the people they know and then all the people they know. So it just is exponential.

Yeah, yeah, I was looking, we were just looking online a couple minutes ago and there are 25,000 people talking about Steve Olshermek's reinvention expert right now. It's like, how's that even possible? You know, like. And of course that number ebbs and flows, but it just goes to show the power of that domino effect. So again, we're really just going to talk about how to gain massive visibility at virtually no cost, leveraging the power of new media. And as you know, Alison, I like to keep things interactive and conversational. So if things do come up in the chat, questions or anything, let's feel free to keep that interaction going. Yes.

Any questions or comments, any feedback we want to hear from you.

Yeah. And so one of the things that I've become Very clear on, is that the more visible you are, and I know you can speak to this as well, I'm sure a lot of you guys can speak to this as well, which is the more visible you are, the more you have credibility and the more you're seen as an authority in your niche, etc. And so ultimately, the more credibility and authority you have, you're going to have more leads, you're going to have more enrollment conversations, you're going to have more speaking gigs, which ultimately leads to more revenue and whatever else is a priority on your list. So most coaches and authors and small business owners that I know struggle to get the visibility that they deserve. And I'm sure you speak to this quite a bit, which is you know for a fact that you cannot scale your business if you don't have visibility, period. It doesn't matter what business you are in or what industry you are in, if you don't have visibility, you cannot scale your business.

Right. You've got to find a way to get in front of people. There are people out there that want to work with you, but they don't know where you are.

Yeah. And unfortunately, it's really not getting any easier to get that visibility because as we know, I mean, you can speak to this. I'm sure a lot of you can speak to this. Email open rates, what are they doing? They're going up or they're going down.

Yeah.

I mean, we know that they're diminishing.

Social media engagement because there's a lot of noise there.

Because there's a lot of noise and people are burnt out.

Yeah.

You know, you got people turning off email altogether. Same thing with social media. Social media engagement is actually down overall. Cpl. So a cost per lead. So to bring a lead into your business, to bring highly qualified, a targeted lead into your business, someone you can talk to about a product or a service and have that potential enrollment conversation to get that lead. Those costs are rising. It's costing more and more to get someone in conversation with you who is a highly targeted prospect. Time spent online, overall, if you look at the numbers, I'm not going to throw stats and graphs at you, but overall, the numbers are actually dropping in terms of the number of hours that people are spending online and the old media tools like the radio or television or newspaper or print, those sort of things. Those, of course, are costly to get to use that media. And frankly, it's pretty darn ineffective. And it's not trackable for the most part. You can't really Tell unless you've got a direct response phone number, an 800 number or something, you can't really tell how responsive people are to those old media tags.

Right. Because they're not as targeted. Right. Like you might be, you're just sort of casting a wide net.

It's a shotgun approach. Right. I mean it's just like you just spray and hopefully you hit something. And it's not. When somebody comes onto your site, it's trackable. Hopefully you've got a pixel. I don't want to get too technical, but hopefully you've got tracking pixels on your site. And so Google Analytics, all that fun stuff, so you can actually see what happens. If you send an email, you know who opens that email. If you put an ad on radio, you don't know who's hearing it, you certainly don't know who's responding. So new media really does solve the visibility, the affordability and the differentiation struggles that I see so many business owners, coaches, authors, speakers, etc. Having to deal with. Especially those who are dealing in sort of a commodity oriented business where what they're doing is competing on price. And what I know is that if you can get the visibility and the authority and credibility, you get to the point where you could be doing something similar to what someone else is doing. But because you have this authority, because you have this visibility, because you have this credibility, I mean, you have the ability literally just to have people banging down your door to pay you what you know you're worth and what you want to charge for your time and your expertise. So new media can help you stop.

Running in those commodity oriented circles if you're positioning yourself. It's all about positioning, right?

It's all about positioning. Exactly. Yeah. And it also empowers you to reach people who are no longer accessible through what I might call the more traditional channels. The easiest way to say it is people are still consuming content, they're just consuming it in different ways. People still want to be entertained, people still want to be educated, they still want to grow and scale their business. They're just learning in different ways than.

Can you give me an example?

So. Well, we're getting into some of that as examples, but. Yeah, but in other words, when you look at email marketing as a primary tool, for a number of years that was a primary tool that people would leverage. Right now it does. Okay. But this whole world of new media is where I see the majority of the eyeballs and the eardrums going, okay, so let's just make sure we're on.

The same page here. Let's. You got me. Just, you know.

So new media, just for clarity's sake, what we're talking about is its content available on demand, okay? So through the Internet, using different forms of electronic technology. So it can be accessed on multiple devices and provides for interactive communication and sharing amongst its consumers. Old media is the old channels, right? The radio, the television, the newspapers and the magazines. There are five primary new media platforms. And I just want to make sure we're all on the same page here when I'm talking about new media. This is what I'm talking about.

Okay?

So there is audio. And audio, of course, comes in two forms. You've got recorded audio and you've got live audio. And so an example of recorded audio would be like a podcast. An example of live audio would be like zcast or blog talk radio or something of that nature. See, you've got video, you've got recorded video, which of course is YouTube and Wistia and Vimeo and those sort of things. And then you've got live video, like what we're doing here through the live streaming or Facebook Live or Periscope or one of those channels.

Right?

Blogging, of course, we don't need to go into detail about that. Social media, you know, who the usual suspects are in that world. And then mobile, talking about apps and so on. Do you have an app, by the way? Is there an Alison Maslin app?

We have a Pinnacle Apple that we're still really working on and we have our own software, the Interactive Life Coach. And then we're working on creating an app for them.

Yeah, sweet, sweet. And so most businesses that I know, coaches, author, speakers, said they don't have an app. Now, I'm not here to teach you how to podcast or do video or blog or get involved in social media or create an app. We're really just going to talk about new media as.

And what would be the advantage for a business having their own app?

It's eyeballs. I mean, it's eyeballs, it's eardrums, it's attention. And realistically, you have to think about mobile in terms of. This is something that is with you for a lot of us, far too many hours of the day in far too many places that we care to talk about. And if you simply. It's like, I can't guarantee that anyone's going to find you if you get involved in this new media world, if you have a show, let's say. But I can tell you that if you don't have a show, there's a 100% chance that no one finds you because you're not there. So with mobile, it creates a more intimate type of relationship with your audience. Frankly, it's a lead generator. It's an opportunity to get prospects into the conversation with you. They may never turn into customers, but they might.

Right. And it's also an authority builder, isn't it? And it's a great. I know for my show, one of the big pluses is that I get to meet people like you and I get to say, hey, come on my show, which is open so many doors for that relationship building.

Yeah, absolutely. And we are in the midst of what I would call a new media revolution, and it's here and it's gaining a momentum. When you think about the folks in the past who really had the ability to make stuff happen with just simply broadcasting their brilliance, you had the Oprahs, you had the Larry Kings, the Howard Sterns, et cetera, who if you went on a show as an author, like on an Oprah, I mean, you could expect to sell thousands and thousands and thousands of books. Today. That power doesn't lie in the hands of people like the Oprah and the Larry Kings and et cetera anymore. These are the people that, I mean, this is. These are the faces of the new media revolution. People like Shalene Johnson, people like Reed Drummond, people like Pewdiepie and Johnny Lee Dumas and Gretchen Rubin and those sort of folks who literally have tens of thousands in some cases. I mean, Pewdiepie, he's an anomaly. He puts something up and literally within seconds, he can get to 1000-002000-00300,000 likes, shares. I mean, it's insane. This didn't exist before. These are the types of people that if you can get in conversation with them and they share what you are doing with their audience, they can literally make you famous with the push of a button.

Well, what do you think is like, for instance, what is his phenomena? What do you think? Not specifically his particular content, but what do you think it is that taps into people to create such a flurry?

Yeah. And honestly, the common thread between all of the folks that you're seeing here and others, and there's many, many, many others, is consistency. Because ultimately that's their job. They have gotten to the point where our job is to create entertaining educational content. In some cases, like a PewDiePie is just simply entertaining. And in the case of a Shailene Johnson, it's entertaining and it's educational, but it's consistency. And it's also understanding who the people are that you want to serve. I mean, we're not going to get into the what is your what? Stuff, but the third part of the what is your what? Framework is really understanding the people that you're most compelled to serve.

You know, I was on John Lee Dumas show. He was on my show, and we went to get something to eat afterwards, and we were just chatting and I was talking to him about his, you know, success with this podcast because he started like everybody else. He didn't really know what he was doing. He just stuck up a microphone and. And he made this commitment that he would do his podcast every day. His podcast is every single day.

He batches it, by the way. So he does it on one day.

He does.

And then releases daily.

Right. But what he told me was that the statistics from the. And I don't know where this comes from, but the company that actually hosts the podcast, I'm sure there's different ones, shows that it's like, you know, less than 10% of the people that start a podcast.

I've got that in here.

Oh, you do, really? That actually stay with it. I mean, they actually, you know, so part of it is that. And what he said was, in the beginning, nobody was listening. And like, you have to be on there, like for a long time that nobody's listening and stay with it anyway. And after a while, you'll get one viewer or listener and then another and another. But. And that's really anything in success, right?

Sure.

As human nature, we want fast results. We want our medicine to work fast. We want our. Whatever it is. We want instantaneous results. And if we're not getting it, then we want to quit.

But it also speaks to the power of. When you look at those who have been successful in this new media world, oftentimes what they are doing is speaking to a specific subject. Very few are able to go broad with it. They talked. And I was in the green room talking to one of your. Steve, the guy who works with you, and we were talking about, like, what kind of show could you create? Like, can any business create a show? And the answer Absolutely, 100% is yes. As a matter of fact, we're going to get into this just a little bit. Is the people who, because they pull the information, they pull the content, and because it's like, you know, you got broadcast like radio, right? That's just broadcast. They put it out and they just simply throw it out. And whoever tunes in, they get what's coming out at them with new media, people actually choose, select what they want and they pull it. So you know that if somebody's saying, I want to learn about this or I want to hear what this person is saying, then the odds of them being interested in that topic. 100%. It's 100%. And you don't have that with any other.

People waste their time watching it. If you're not interested in learning about the evolvement of alligators, then you're not going to click on that show.

Yeah, one of the most popular shows actually is a show by Orvis. You know the outdoor company Orvis? They do a show about fly fishing.

Oh, right. And it's like, I'd be all over that.

Well, but that's the thing, right? Yeah, I can see. Me too. I can't even imagine what that show is about. It's like, okay, we didn't catch anything. Hold on. Okay, we didn't catch. It's like, what can you even do a show about? But think about the people who pull that show and they listen. Yeah. It's like, can you sell a fly fishing product to the people who listen to a fly fishing show or podcast? I mean, 100%.

Yeah.

Because why else would they listen to a show? And so it doesn't matter what industry you're in, anything you could. And if it doesn't work, throw something else at the wall and see what happens. But to Johnny's point, you definitely have to be patient with it. But this is, in my opinion, really the single most important change in the history of content creation and distribution. And it is what today's influencers and forward thinking companies are leveraging to gain massive visibility at virtually no cost. Do you know this logo? I'm going to just test you here for a second.

Is that the Dollar Shave Club?

That's Dollar Shave Club. Yep. That. Very good. So that's Dollar Shave Club. Dollar Shave Club sold recently. Did you hear this?

Yeah. For like a billion dollars.

One billion. One billion dollars. Unilever bought only a billion. I know, right? Why would Unilever pay a billion dollars for Dollar Shave Club? The answer is because of the conversations that they're having with people that Unilever can't reach with their old school methods. They're not paying for Dollar Shave Club so much as they're paying for the relationships in that new school world.

That one video that Dollar Shave did, which is the same video on there today on their website.

Mm.

That I. That one video, if you haven't seen it, go to dollarshaveclub.com or something like that. And we actually showed that at our blast off event. It's hysterical. And he's just really saying it like it is. It's so real. And it just talk about a viral video. I think that video was the movement behind there for sure. They're razors.

It's a company culture. And that's the other thing too is like don't do something that doesn't reflect who you are and what your culture is. The show, whatever it is, or the videos or the blogging, doesn't matter. The app, it should reflect your company culture and your personality. And that is what they were so good at. That's not what Unilever does. Unilever doesn't have a personality through its brands.

So they bought a personality.

They bought a personality, right? Jet.com, same thing. I mean, just a few years ago they started Jet. Do you know what happened to Jet? Did you read this one?

No, I did not.

So Jet was bought by Walmart.

Really?

Three billion. $3 billion. Jet.com bought by Walmart. Why? Because they're having these conversations in ways that Walmart can't. Walmart is old and stoic, right?

Yeah.

$3 billion from zero to $3 billion acquisition in less than 36 months.

Oh my God. That's a billion a year.

It's a billion a year. I think we can. That would be a good.

That's a good salary.

I would take that all day long.

That would work.

And what they're doing and people like Johnny Lee and Shalene Johnson, et cetera, it works. Absolutely. I promise you it works for any business in absolutely any industry. Whether we're talking about a health practitioner or personal development or finance or Internet marketing, fly fishing. Fly fishing, Ghost chasing, weather geeks. I mean, photography, it doesn't matter. This works. I was the best in the green one. They were trying to challenge me. Like, what kind of show would you create if you're an H Vac company? Or what kind of show would you create if you're a plumbing company or if you're a divorce attorney? I mean, honestly, it's, it's if you've.

Got plumbing geeks out there, like they would be so into that, you know, just.

Well, what I said is put a bunch of people. Well, what I said was in that case, it's just like you think about who your biggest, best clients are. In most cases it's probably going to be the big office buildings, right? The people who need, you know, the Big installs, that sort of thing. You know, a $300,000 contract versus a $300 home install, something like that, you could do a show.

Well, I think we're in an age people are consumed with knowledge and learning more because we have so much at our fingertips. Right. And I think, you know, if you become. If you have more wisdom around something that you're interested in, you're going to save money, you're going to save time. Maybe you are going to build a successful plumbing company, or maybe you're just trying to save money on your own plumbing. I mean, there's just so many.

Yeah. Yeah.

Reasons why somebody would tune in. Right.

And so if you think about it from not the perspective of what you sell, but the perspective of the benefit of what you do, and you create a show around that framework. I mean, that's how I would position.

A show, depending on the industry Pinnacle members. You guys, what is a show that you could do?

Yeah.

You know, it's a lot of fun. I've been doing Ally and you'd since 2011. It's one of my most favorite things. Do we always get a lot of viewers on everything we do? No, but it's building, and it's just been a great funnel to have people learn more about our business. So, you know, and I really didn't know what I was doing. And the other thing I want to say is when I started Allie and you'd that I felt very uncomfortable in front of the camera. I still. I had done some. I'd been speaking and all that stuff, but to sit in front of a camera for an hour. Oh, my God. But you know what? I think that's the one thing that began to finally make me a better speaker, because you have to come up with stuff to say, and so you become more able to just be yourself.

Yeah. And the beautiful thing about this whole new media landscape is if you're not comfortable in front of the camera, that's okay, too. I mean, you have blogging is an option. You have an app as an option. You have podcasting or audio as an option as well. But ultimately. And I'd love for you guys to just share the industries that you're in, share what you guys are doing, and if we can pop some of those into the chat roll, that would be great, because I think we could come up with some interesting, fun ideas for shows.

Yeah. To help you guys come up with show ideas.

Yeah. Based on what industries you guys are in.

But ultimately, what are some questions coming up.

Ton of Questions.

Okay, cool. Should we. Can we shift over to that, or did you want to finish your thoughts?

Don't worry about me. Let's serve the people.

Let's see. This is from Susan Petoyan, who has a business that she goes into big companies, and she helps put focus groups together so she can help them.

Market research.

Market research.

Thank you.

And so she is. How can we ask about how to drive social engagement in B2B? Like, what works in his experience? So we've got a lot of B2B people that are asking, how does that work?

Yeah, absolutely. So what I would suggest is when you're talking about, like, market research and you go in and you're trying to help someone understand what the consumer really wants, think about it from this standpoint, which is you're not selling market research. You're selling the benefit of what that research provides. And what it provides is more tangible conversations, more poignant marketing. It gives you the opportunity to really get folks clear on what the conversation is out in the marketplace so that they can then bring that conversation back in to their business so they can create marketing that speaks to that and.

To build better relationships and ultimately bring in more business. So, yeah, so what you're saying is focusing on not necessarily market research, but what it's doing.

So what I would do is if there's a particular. Like. Let me see if we can get that answer. Who are. B2B is very broad. So who are the other B and B? No, no, no, no. In terms of the market research, who are your typical customers? Like, what industries are they in? Who typically hires you? That's my question for her.

Well, I happen to know that.

Oh, you know that.

Companies. She works with Disney. She's done some Disney work. She's worked for, I believe Nordstrom. She's worked for.

But let's just stop there.

We're talking about.

So, like, Nordstrom's a perfect example. Right? And I'm sure you have other clients as well, as we're running through the list here. But what I would do is I would start with a show that focuses on retail somehow and pick an aspect of retail that you really love. I mean, Nordstrom's a big store. So we talk about men's fashion, we're talking about women's fashion, we're talking about shoes, we're talking about cosmetics, something of that nature. If you try to go too broad, it's tough. But retail in itself, especially if you had a conversation around, like, if you think about retail from the standpoint of you have individual departments within each of those within a store, especially like within a Nordstrom. If you have an opportunity to create a dialogue with people who would shop at Nordstrom's, I guarantee you, actually, with the way that Nordstrom's is, and because they have such an amazing reputation, one of their things that they're most known for is their customer service. Right. And the way that they treat their clients. And so one of the things that I would see doing is if you created a show that was specifically focused on customer service as an example, you would get people who are in that industry of providing service for their customers tuning in to hear about best practices. So those are the hiring. Those are the people who make the decision to hire people like you. Right. And that's what you have to think about.

That's so smart. I love that idea. Isn't that great, Susan?

So you think about who hires you. Right?

Who hires you and what are the things that they want to know?

Yeah, I mean, you could go towards the men's fashion, you could go towards the women's fashion, or you could do shows or blogs. You could do those things. But those aren't the people ultimately who are writing you a check. The people who are writing you a check are the people. And again, I'm thinking about Nordstrom and their focus on customer service. Those are the folks that are going to be saying, yes, let's bring her in to help us create a campaign or create strategy around how to better serve our people.

Love that. Something to think about, Melissa. I love that.

Debbie Prusik with data management, and she helps companies go in and get rid of all their paper. And so she works with big companies.

Right. So that everything is streamlined and they're using technology. Right.

So what you're talking about, I think.

Debbie, you're having a hard time making that one sexy to people, because it's.

Not sexy when you describe it that way, but it's sexy when you talk about the benefit of what happens. It's a money thing, you know, it's profitability. It's what happens when you go from that inefficient way of operating, of doing business, to this more streamlined way where what happens? What's the byproduct of that? What is the benefit of someone bringing you into their organization, you doing what you do. What happens on the other side of that? What happens on the other side of that is where you want to focus the conversation. Because ultimately, people are here. You've probably heard this expression, Allison, but people are here on what some lovingly call Pain island, and they want to be over here on what others, you know, call Pleasure Island. Right. So the question is, how do you bring them from Pain island to Pleasure Island? You sell them Pleasure island, and then they're here, and they want to get there. So that's what the show should be about, is what that looks like, how.

To get to Pleasure island, how to.

Get to Pleasure Island.

There you go.

But, you know, obviously, we're a little facetious here, but the point being that if you can figure out what that is, what do people say, like, when you work with them, when you're done working with them, what do they say? Like, man, you really helped me to do X, Y, or Z and really changed my business in terms of A, B, and C, whatever those answers are, that's where I would focus the conversation.

Yeah.

Does that make sense?

Yeah. And I think we got to work on that a little bit, Debbie. And I think this is what you brought up earlier, but I do make the show not about data management. Make the show or your marketing in general about where they want to be on Pleasure island, not Treasure Island.

Yeah. And so ultimately, though, data management, depending on how you spin it, it's also about what you can do. Like, there's big data, Right. I'm not sure if that's what we're talking about here, but if we're talking about big data, there is the benefit of what happens when you have your data organized in a way that you can read through exactly all of these data points that you're being fed and how to translate that into something tangible that you can implement now. And so if that's one of the byproducts of what you do, then you can think about it in terms of the byproduct of what happens after they implement your strategies and, you know, your tactics and shortcuts, etcetera, Right. Yeah. Something.

Luxury wedding planner.

Oh, God, that is so.

Luxury wedding Planner. You like, that would be just, you know, there's so much you could do there, right?

Oh, for sure. And that. That to me is like, that is just center of the target bullseye in terms of the people that would tune in. It's. Think about it in the questions, right? What are the questions that people have if people are about to get married, what are the questions that they have six months out, nine months out, a year out, et cetera, and then.

Or even if they're hoping one day they get married, because really, what is weddings? It's romance. Like, the whole show could Be about romance or different cities around the world, the most romantic places to have a wedding or you know, most famous weddings or weddings. Biggest flops.

Sure.

I mean there's just so much that you could do.

Yeah. That would be. And it would be a lot of fun because you could have. This show would obviously be focused on weddings. Right. I mean that's the idea is to bring in people who have expertise in weddings in areas that you don't necessarily have your expertise and bring them in and interview them. You know, talk about wedding best practices, talk about destination weddings, talk about dresses, talk about tuxedo. I mean it's like it's endless. But think about the people that are going to be pulling that show or reading that blog.

They are obviously celebrity weddings.

Sure, sure.

Celebrity weddings. People. Celebrities coming on and talking about the things that like were total flops at their wedding. That would be hilarious.

Yeah. And it could be a lot of fun. And when you think about it in terms of lead generation, you have to get in your mind here that the show is a lead generation tool. It's not. I mean, look, you do it because it's fun and you have fun, but ultimately it has to be a lead generation tool.

Yeah.

So if you think about what you can create to get people then to provide their name and email to say I'm interested in X, Y or Z. You could create like luxury wedding. What's it, what's it, Say it again. Luxury.

She was a planner.

Luxury wedding planner.

Yeah, wedding.

So if you did a simple PDF of the top 10 most luxurious wedding destinations and that was the PDF, that was the opt in. That's what the page said, you know. Click here to get a free guide to the top 10 luxury wedding destinations in the world. That would be something people would provide their name and email for if they want that. They're either in the industry or they're potentially a couple that is looking to get married and may need somebody. So you got to.

Yeah. And it would position you as the expert. This Tiffany. Right? I don't even know because it's a guest. Oh, it's called Tiffany.

Say guest.

It must be you. I think so. And so it would position you as the expert. And people are thinking about wedding planning, they're going to think of you because you know, you're the one that's hosting the show.

Yeah.

Two more questions here. This is a challenge question.

Challenges.

I like challenges.

We're up for the challenge.

So what could you do with a cold storage construction company?

Cold storage construction company.

So this is the Sanchez's, and they do, like, any type of company that is storing food or big, you know, the big warehouse, you know, like if, let's say Whole Foods had a refrigeration.

Sure. So again, it boils down to who are your customers, what are they actually buying, what is it they actually need? What they need is best practices on cold storage. Right. I mean, ultimately, that's what we're talking about. Now, it's not going to be the most sexy thing in the whole wide world, but it doesn't have to be.

If you have 10, you're sexy, Christy, so that's all that matters.

But if you have 10 people who are tuning into this and find out, you know, this show or blog or whatever it is that you do on this subject, you know that as it says on the slide, it's going to be the most highly targeted traffic you could possibly find. What I would do is I would talk about what is going on with different types of buildings, what's going on with different types of refrigeration, what's going on with different types of companies, and what are they doing, you know, loading in, loading out. It's like it's on the surface, it's not sexy, but it's very much in line with what it is that these folks are thinking about. And if you have a space that you're trying to rent out, do they rent space? Is that what they do? Or do they advise or consult, what?

No, they build them.

They build them. Right. Okay, so if you did a. Like a PDF as an example, because again, you want people to opt in, you know, the top 10 things to look for in a cold storage facility, or the top 10 mistakes people, you know, companies make when renting a cold storage facility, these sort of things. If somebody opts in for that report.

Right.

Who's going to opt in for that report? I'm not. You're not? I mean, it's like, who's going to opt in for that?

There's a pretty good chance that that could be a potential.

Exactly. Yeah. So you want to be creative in terms of what it is that you do, but at the same token, you are in a position where you can be very direct because ultimately you don't have to try to convince people to come in and take an interest in what you're doing. They either have an interest in this or they don't. So you can actually take a much more direct route to creating something that speaks to the questions that they have.

But you could even, you could do things that are around that too. Because I know you guys do some other projects. Christine, Even though that's the main thing you could do. You could bring expert experts in construction or some famous buildings that have been done, or maybe even the owner of Whole Foods. I don't know, I'm making this up. But somebody that has some clout that would get people to learn more about what you do. And I know, Christine, you actually got a client from Pinterest, you would think, really, a cold storage client got business from Pinterest. So if you got a client from Pinterest, just imagine something this targeted, how that would do.

Yeah. And honestly, one of the. And again, on the surface, it's like that's not sexy at all. It's totally sexy in terms of if you went to different facilities, yours and others, and shot video of what the inside of today's best cold storage facilities look like. That's the kind of thing that someone who's looking to buy that product or service, I mean, they're going to. They're going to tune it, they're going to watch that video from. I'm not. You probably won't, but I'll watch it. You'll watch it. But the point being, if somebody's going to watch that video from start to finish, the odds of them being a potential customer is very, very, very high.

Yeah.

So that's one of the things that I know, I've seen in different types of industries, people go out and even if it's not your own facility, you don't necessarily want to drive people to your facility. The fact that you have your own facilities, that's awesome. But position yourself at the epicenter of the conversation of that industry. That's what I would do. I would become known as the go to person in that industry. Who else is having this type of conversation? Nobody.

Yeah. No, I mean, but you know, it would just. Exactly. I mean, you would be at the top because nobody else is doing it.

Yeah. Especially if you sat down with other landlords and other developers and you brought in those folks to share what they're doing in their facilities. It's like, why would I drive business to my competition? Because you have to think about it in terms of coopetition. Right. It's like you want to partner and understand who the other players are in your industry and work with them to create a better experience for all of your clients.

Right. Oh, I love this. I love this. And you know, I mean, I watch it, Christine. So, like, thank you for saying that. Yeah. So like, let's see the voice or cold storage. I mean, like, you know, of course, cold storage.

So long story short, I mean, new media really does empower you to reach almost anyone anywhere in the world. And I just want to share a few important facts. We were going to talk about some of this stuff and just cut me off when I start going long here because this obviously with the questions and everything else. Right, yeah, we can talk about this for days on end. But let me just share a few of these, which is number one, in the next five years, iTunes. And I'm going to explain why these matter to you. But itunes is going to surpass 1 billion active users. Number two, more than 250 million cars will have wi fi as a standard accessory. And number three, autonomous cars are going to become a reality. You can be in denial about it, but it's going to happen.

Oh, let me just say something about that because you all saw Peter Diamandis speak at my blast off event and I just saw him speak again recently and he said Anyone that is 5 years old today will never drive a car.

My kids won't. My, I don't think my, I don't think my 10 year old will.

Everyone will be in an automated car. I know that is freaky for us control freaks. Like, that's like, seriously. But it is going to disrupt so many industries for sure. Right?

Across the board. Across the board. Next five years, you've got 3 billion new people coming online. And the number of daily visitors to new media platforms like Facebook live and Snapchat and Periscope, it's going to exceed that of all major television networks, radio stations and newspapers combined. So why do you care? Well, first and foremost, itunes, itunes is one of the most popular search engines in the world. Google, YouTube, Amazon, iTunes, four biggest search engines. Why do you care? You care because ultimately you have. I mean, if you think about the industry, it doesn't matter exactly how many like cold storage, right? How many people are tuning in to itunes looking for a cold storage. Probably not very many. But the fact is that if you've got a wide enough net, if you cast a wide enough net, you're going to catch somebody that is interested in what you do. If you're not on itunes or you don't have a show, you're going to miss that opportunity. Same thing with WI fi being in the car. What do you think is going to happen when it's am, fm, satellite and anything else that you want that's online, whether it's podcasting, or the Internet in general, etc. It's going to be just another thing on the dialogue. 250 million cars are rolling off the assembly line in the next five years with Wi fi as a standard accessory. Everything that you can do on your mobile device, you'll be able to do in your car. And I'll show you, actually, while you're driving. Well, but here's where it gets fun, right? Is because the autonomous cars, this is what it looks like in an autonomous car.

Yeah.

Which is what people are doing is absolutely anything they want. And so they're going to be sitting there as they go from point A to point B, searching, shopping, learning whatever it might be, and they're going to be able to do anything because they don't have to keep their hands on the wheel. So 3 billion new people coming online, I think you understand the power of that. These are 3 billion new people who, frankly, aren't familiar at all with this whole world of Internet marketing and then new media. In terms of the daily visitors. All of these people, bottom line is they're all going to need information, right? They're all going to need entertainment, they're all going to need products and services and coaching, etc. And if you aren't there, what's going to happen is absolutely nothing. I mean, nada, nothing. And I can't guarantee that if you are there, anything will happen, but at the very least, there is the chance that someone will find you. And ultimately, where we are right now is that we're really at a crucial inflection point. If you look at the bell curve here, and the five stages of adoption with the innovators who start out taking on the new technologies, the early adopters, the early majority, the late majority, etc. Where we are right now is where that green dot is.

Okay?

So we're literally right at sort of the uptick here in terms of the adaptation of new media in people's lives. So less than 10% of the people right now readily and consistently turn to new media channels as either their primary or secondary source for content and entertainment consumption. Which means that over the next 10 years, more than 90% of the general public will begin to accept and consistently use new media outlets on a daily basis.

Okay?

And so ultimately, this is a window of opportunity. It's like the Apple IPO, right, in 1980, or whatever it was. It's the Google IPO in 2005. It's Facebook Fan Pages in 2009. There's over 2 billion websites, 2 billion websites, people are like, am I too late to get into this new media? Can I still get into this world? Think about it this way. There's over 2 billion websites right now, with millions being added every single day. This speaks to the Johnny Lee number that you were talking about. There are less than 300,000 podcasts right now that are in existence. And of Those, less than 10% of those shows will complete more than nine episodes. So what that means is you've really got about 30,000 or so active podcasts. I'm not saying you do podcasting. It's just a suggestion.

And then break that down by industry.

Oh, God.

It's, you know, I mean, get moving. Pinnacle peep, right?

Yeah. 35 million people 12 and over who listen to podcasts on a weekly basis, which translated to 10 billion downloads on iTunes in 2016 alone. That's where the number is going to be. Each person who actually listens to podcasts averages about 285 podcast episodes per person per year. So those who are listening to shows listen on a consistent basis, and they're all looking for information, entertainment, etc. Etc. So here's what I know, is that the time to learn how to leverage the power of new media is now. I mean, really, it's just. We can't deny it. It's like the ship. It's not necessarily still at the. At the dock, but the rope is still on.

Yeah. Is this such a great opportunity? And I love looking at it this way. We kind of got to move things along here because we're a little bit behind time. But, yeah, like, don't feel like you're, you know, that it's too late to jump in. This is the perfect timing because we've already created some traction. So it's going to move ahead, actually faster than when we started doing ours way, way back in the dark ages.

Yeah. So, I mean, we can leave it at that. And if there's any questions or I don't know how you're doing, timing wise.

Yeah, we're. Any other questions? I know there's quite a few, and we can answer more on the chat later, but.

Okay, we're having a little bit of issues here. No audio or video at the moment.

Oh, oh, oh. What do we have? What's happening? How long has that been going for?

Three minutes.

We're back. Oh, God. See, new media, it's just like, you're here, you're back. It's just amazing how that goes. So, anyway, but did you have something you wanted to add in Melissa.

No, I think. I think we're good. This is awesome. Everybody's loving it.

Loving it.

Good.

Thank you.

Good. All right. Well, this has been wonderful.

I appreciate you having been thinking a.

Lot, and I know that all the Pinnacle members are going to. I know all the pinnacle. You guys are already, like, scripting out your show. The key is consistency. Don't do it unless you're going to do it and stay committed with it.

Yeah. And be clear on what the end goal is. Don't start a show just for the sake of starting a show. Do it because you understand what you want that listener to end up doing. If you want to have them as a coaching client, if that's your goal, then you got to back into how that happens through the show.

Have some commercials on there or things that are leading on the show to opt inside.

Right.

Promoting the show and all that good stuff. But you want it to be. Don't just do it for the sake of doing it. Exactly. You need to have ROI Might take a while for that to happen, but it's gotta be. That's the direction.

Sure.

All right. Thank you.

Thank you.

This was awesome. Isn't he amazing?

Thank you. All right, I will leave you to this.

Okay. See you later.

All right.

Bye, Steve. Let's say bye to Steve.