0124: You're A Big Deal! How to be, and find Awesome Guest's for your Podcast, Show, Blog, and Events with Author, Stanford, Harvard, TEDx Speaker, & CEO of AwesomeGuests Joon Han

Ea interviews, episode 124, inspiration, transformation, success stories, and the imperfect action round. Seven days a week, join Mario Ficcini for today's Expert Authority Effect interview. So you have a business. It's an awesome business, but I have a question for you. Have you ever wanted to start a show? Maybe you have a show, but you're looking for more guests? I know when I started mine, this is a question I had. And that's why I'm excited to bring to you Jun Han. He is the CEO of Awesome Guests, and he's going to be sharing with us today how you can get more guests for your show that are awesome. And if you are a CEO, an entrepreneur, a business owner, an author, speaker, consultant, if you want more publicity, you need to talk to him, because whether you have a show or not, he can help you get booked on more shows. I'm excited to bring him up. Right after we thank our sponsor, Winning with Google in 2020. Of course you want to. I'd advise Google search advertising and YouTube specialist Rosh Sillers download the free Winning with Google in 2020 guide@eainterviews.com Roshtips Here he is, ladies and gentlemen, Mr. Jun Han. Jun, how are you doing today?

Great, man. Thanks for letting me be on the show, Mario. Appreciate it.

I am so excited to feature you. Ever since we met back at one of the podcasting events, I've just been so impressed with what you're doing and who you're helping. How did you get. How did it all come to be?

Well, yeah, I mean, I, you know, I'm more. I'm most well known for my TED Talk. Get ahead by giving back. And I did that to grow my. My first company I ever started, which is super boring stuff, a strategy and process engineering company. And we did what you're supposed to as a small boutique company. You just keep growing it and growing it by getting larger clients. And about seven years ago, we kind of hit our numbers, and the work wasn't as fun as it used to be. So I effectively retired from that. And.

You know, that's when I did my TED Talk. And still chipping away at this book along the same kind of thing, using generosity in business. But just like you, Mario, I know that you and I, we probably network a lot of entrepreneurs. And the good thing is we meet a lot of great people. The sad part is we meet a lot of people that aren't going to be in business maybe two or three years from now, which is heartbreaking. And you Know what you find all the time is there's a lot of people that unfortunately have this label being the best kept secret, right? And it's just like the kiss of death in business. It means that, you know, to be successful entrepreneur you have to have three different buckets of skills. One is the technical skill, one is the management or the project management leadership, and the other one is like sales and marketing. And so a lot of people that are really good at one actual skill are usually not very good at sales and marketing. So they die this like horrible, best kept secret death. And so about four years ago, my business partner and I, we've known each other for years. We just, you know, even though I was retired, we'd meet every Thursday night at a Denny's, like 11 o' clock at night, just kick around ideas and share what we're reading and things like that. And we had a we somewhere around the time I retired from my strategy company. So this is about, I want to say, almost eight years ago. We were kind of just, I think about what Podcasting was like eight years ago, right. You know, under 40,000 podcasts. It was mostly people that had the technological kind of knowledge, know how to do it. So we did a show as an experiment for exactly one year.

And it's called you'd Biz Rocks. It's, you know, it's a general business advice show you can find on YouTube or iTunes, whatever. And then we.

After we did that experiment for a year, it wasn't like we wanted to grow that brand. That wasn't the point of that show. So I've been watching the podcasting industry ever since and come to realize podcasting is a very powerful medium for people to shed this best kept secret kind of thing. So think of if you're an author or say you're even crowdfunding something, or a lot of people on our platform are coaches or consultants. You get on one really good podcast and you share your expertise in a very authentic way and answer the very forthright questions from the host and whatnot that could set you up for a year's worth of business if you get on the right show. And so we were just kind of like, well, how do people find people? You know this, like if you do an interview based show and even if you have a pretty good network, like right around episode 37 to 39, you start running out of like the best guests that you have that you are directly connected to. And so then the question is, how do you keep that?

I gotta, I gotta ask you do you have specific stats on that? Because it's a little surreal you say that.

Oh, yeah, absolutely, absolutely. So, you know, I did, you know, when we built awesome guests technologically, we started building it three years ago, but we did a lot of, you know, I have a lot of friends that introduced me to, I didn't have a lot of connections in the podcasting space, but I have some, you know, pretty, pretty prominent friends that introduced me to other podcasters. And so we interviewed about 300 hosts and we also interviewed about 200 bloggers because our site can work for, if you're a blogger or podcast host, to find guest contributors or interviews. And yeah, we got back a lot of interesting data. I mean, I wish in hindsight we could have asked a couple more questions, but I don't know if we would have gotten the great response rate right. If you ask three questions, you can pretty much get all of them answered. If you ask five, you're not getting some of the surveys back. And so things like, we found that the average host of a, you know, of a sustainable show past its first year, the average host is spending anywhere from 7 to 10 hours searching for and vetting a guest. Now, I would have liked to gone back and see which is the more time consuming part, the searching or the vetting. But I think that probably differs, you know, based on the guests. But yeah, like a newbie podcaster just starts out of the gate with some relationships and people they know on LinkedIn. And again, right around like, you know, like I said, about 37, they still haven't gotten to the year mark, but they're, you know, they're kind of tapped out of their.

Direct network. And so usually your guest quality at that point is either going to go down tremendously because you're not able to vet higher quality guests because your network has run dry, or your show is really taking off and your guests start to really, like, you know, go up in prominence and things like that. So, yeah, sorry, I didn't mean to creep you out with the numbers and stuff like that, but no, no, I'm.

Fascinated by it and I'm excited to hear, you know, what that revealed to you and, you know, why you built the software. But I'm blessed that I haven't had an issue with the guest as far as finding people because I knew a lot. And it didn't hurt that I was also an author and speaker and trainer because, you know, I knew others. But there's been some interesting things where there's people I thought would be all gung ho and it just didn't pan out. And then there's other people that I was like, you know, they'd be good. I'll ask them down the road a year or two or three when my show really takes off. Come to find out they've been watching and they're like, oh, I'd love to be on your show. What do I have to do? I'm like, you're a year and a half ahead of my schedule.

What do I do? Yeah, I mean, so that, that is, you know, that's one of the things, right, is that, you know, like, if you found me on paper, you know, on LinkedIn, what does that mean? That doesn't mean I'll be a great guest. That doesn't mean I want to be a guest necessarily. Right? And so, you know, for lack of a better analogy, we built the world's first podcast guest matching site that runs off of the same kind of algorithm software is like a ZipRecruiter or like an eharmony kind of thing. We're actively matching people, right? So there are about four or five just databases that like director static directories you can look up. And they're all free, so I encourage everyone to do that. Or the free Facebook group, you look for guests. But, you know, the example is like something as ubiquitous is like, say you're running a. You know, we have a. We have a member, she runs a. The inner. The guest she's looking for are female, you know, Latina. So women that are Latina in cultural heritage, but who are also entrepreneurs, right? Now, those three words are not very like. Those are fairly ubiquitous terms, right? But how are you going to find that on LinkedIn.

If you're an entrepreneur? You don't necessarily put entrepreneur in your title on LinkedIn, right? You don't put your gender. You don't put.

I don't even think you can search that. I know you can do zip code area. You can go to a geographic location that you might know is a higher density of a specific demographic, but you can search.

You can search. You can search things like job titles, for instance, like, because it is. LinkedIn is a headhunting site for executive recruiting firm, right? They're the, they're the major founders of that company.

But that's borderline. Like nowadays, unless you're in a modeling.

From my experience in the modeling industry, you're not just generally searching people out by height, weight, hair color and stuff like that. That's kind of. You get in trouble with that now Business.

Oh, yeah, but, yeah, yeah, but on LinkedIn, I could look up, like, for instance, if I'm trying to find entrepreneurs, I might be searching by titles like founder, principal, CEO. But you and I know, like, just because you're a CEO doesn't mean you're an entrepreneur. Right? Just because you're the principal doesn't mean you're an entrepreneur. So, like, you know, and then, and then there's things more of a behavioral.

Type, wouldn't you say?

Right? Yeah, yeah, exactly. And so, again, most people are not going to put that on the LinkedIn profile. Right. And so you even look at, like, you know, like, if you're looking for, like, Christian businessmen, well, how do you look up something about faith? Right. That's not something that most people are putting in something like a LinkedIn kind of thing as well. And so, you know, we're proud of the fact that on our platform, you can, you can put your values what you believe in. And it's not necessarily. There's two parts of, like, a guest profile. There's the things that are public, like the book, your books you published, your bylines, any podcasts or other media or blogs that you've contributed to. So I can quickly vet you in just a couple seconds instead of spending seven to ten hours on average. But the reality is, on the back end of every profile, I can put things like my faith or even more sensitive things like gender identity or things like that that people do not want to put, like, in a public forum. Right. Our profiles are not indexed by Google on purpose. And so the back end, you can, you can be found by shows that are, you know, based on your values or like, you know, the fact that, listen, I've, I've been in. I've been arrested in two different countries. That's not something I'm gonna put on my LinkedIn profile, but it makes me a great podcast guest. That's a really. Those are interesting stories. Right?

I love how you're like, well, that's something I don't want out there in the public as we're live and this.

Is going to thousands of people, that's fine. But I'm not, you know, I'm not putting on my LinkedIn and I'm not putting out.

No, I get it.

I'm just YouTube. Yeah. I'm not putting out my YouTub, you know, video tags and stuff like that. But things like. Or even something simple as, like, you know, I.

That's a heck of a headline, though. Maybe you could put on your LinkedIn profile or at least a cover photo, you know.

Yeah, but things like, you know, even things like, you know, like, I'm a dad, I'm also a coach. Right. I, you know, I live in the inner city. I, you know, I'm very justice oriented. I'm a retired pastor. Like, all these things are not necessary things that I put on my shingle, my professional shingle, as far as, you know, I'm a professional speaker. I speak on get ahead by giving back. You know, we're a podcast analyst and for the industry, those are things we put out there. But all these other things that Mike may be interesting. Yes. Like say, I love fishing. You know, if I'm a CPA and I'm in a commoditized industry, if I get on a fishing podcast and I tell these great fishing stories, anyone listening to that show that wants a cpa, they're going to hire me. Right. Because, because I have this affinity that they have as well. And so, you know, we just, we just thought it was about time you.

You could even argue that you, you'd be doing something better than just talking about your surface level stuff. Because most people don't even get into, you know, I love swimming, boating, water sports. I grew up on the water, live on the water, always been on it, love it. Always ask for the jacuzzi rooms and view of the pool at hotels and stuff. Background's blue.

You know, but that's what people want to connect with. So you're saying not only can I go in there to find great guests, I can find the shows to be on and I can get in there on really specific things. Because again, it's cool to say I'm a number one international best selling author, but there's also other author speakers, trainers, and it's like, oh my God, once you're in it, it's like a dime a dozen. I want to know who likes what you're talking about. Fishing, boating, family, Christianity.

Yeah, I mean, it's the things that listen, like if you met someone in real life, we all know that, like, we're more than just our job. Right. You know, the job is one thing, but that's like the most boring question you can ask someone. The best question is like, what's the best vacation you had? Or what's something you learned this year? Or you know, what something makes you uncomfortable. But those are the kind of things that make for very compelling interviews. And so, for instance, if you're like a coach, you like, you're in the coaching industry, professional coach, if you share some of those kind of stories, like with the eating disorder or mental illness, your family, or you help someone that had a nervous breakdown and you helped that CEO get back right on track. Things that are based on value and authenticity, that's where podcasts rule. Right? That's the beauty of podcasts as a medium. And so.

We'Re proud of the fact that we're the global leader in this kind of stuff. Nothing exists that helps you showcase the more. More important parts of yourself is what we like to say.

I love that. So you kind of alluded to it, but if I were to directly ask you, who do you help? Is it strictly author speakers? I mean, who is your ideal prospect for someone listening going, I need to get on awesome guests?

Yeah. I mean, you know, admittedly, I'll say it's a little bit wider than that. And it's that someone that's just to the point. Like, you know what? I know that I got some great stories to tell. Maybe I'm not killing it in sales and marketing, and maybe I don't want to put in the work of putting together like a good podcast myself. Right. But the podcasting gold rush is here and it's here to stay. So the question is, how are you going to take advantage of this medium without having to do your own show? Right. And the reality is, you know, if you're a podcast host, the best way to grow your show is to be on other shows. Right? So it's basically anyone that wants to shed that best kept secret kind of label. You know, we do have specific tools for like, there's a reason PR agencies. We have five really large PR agencies that use our tool. They. They load up their clients because the clients are never going to use. We're a do it yourself solution. Right? So their clients are never going to use our site. And so, you know, but these are PR agencies that get paid per, like show placement for each of their clients, right? So they load up other clients and they. For instance, if I'm an author right now, and I know I want to do my Amazon book launch, you know, February 1st, I will do as many.

That's the day I launched my show.

Oh, awesome. Yeah. But say I want to do as many shows, you know, there's basically like a feature. If I have like a marketing budget, I can do what we call fast track fee to say, listen, book me on your show because I'm interesting. But after, you know, the interview goes well and you think it's great, could you specifically release that Episode within a specific window of time to help me with my campaign. Right. And so think of your crowdfunding or again, book launch or like a speaking tour. Like if I'm speaking in the Baltimore area, I can look up Baltimore centric podcasts as a guest and just pitch them and say, listen, I'm going to be in your town to do this keynote speech on Thursday. How about, you know, anytime on Wednesday, anytime on Friday, I pop into your show, preferably maybe the before the event. Right. You know, it's just kind of generous, some publicity for that. So it's, it's kind of like it'd be nice if this was on radio, but radio, you know, it's a live medium and you basically, you can only do this kind of stuff if you have a large PR agency. Right. But since it's the do it yourself tool, we built all the tools in there for you to be able to get the publicity you need to grow your reach and influence without, you know, without a million dollar budget. You know, like if you said, hey, podcasters, if you will promise to release my episode within this window, I'll pay you 100 bucks. Like, that's a really good use of $100. You know, it's a really smart use instead of just like a Facebook ad or, you know, whatever you're going to do.

Well, I'm glad you made it because when you were telling me about it, I was geeked because I had just launched my show. I admittedly had no clue what the heck I was doing short of the video side of things. But I was freaking out because audio podcasting, it was new to me. I knew I'd figure it out. I always do and I always hit my goals. But what I loved was. And you're sharing it now about there's people that want to drop their book and yeah, they want to be on 100 shows, but it's not just throughout the year. It could be in three weeks when you coincide that that is a huge expert authority insight that you're sharing. Because one of the things when I'm taking my clients through the book launch process, that is part of the process. We talk about how much publicity can you get leading up to it. So come launch day, they're aware. That's great. You're on 100 shows, you know, two months from now. But if your launch days today or tomorrow or this week, you want them ahead of schedule. And now, you know, you have the foresight to build that into the software. So I just have to click a Button and go boom, boom, boom.

Yeah, I mean, a lot of this because, you know, I've been. I have been a professional speaker for, I want to say, you know, ever since I was 16 years old. And so like, like you, we swim in a lot of the same circles. A lot of these expert, you know, people that want to be infopreneurs or expert preneur kind of things. And I just, like, there's gotta be an easier way they use. You know, there's ways back in the day for you still. You know, if you want to get in traditional media, you got to hire a PR company and they're going to do a lot of this legwork. But this kind of tool doesn't even exist for traditional media. So, you know, probably like in the future, like I know for a fact right now we have three journalists that use our site. They. They sign up as a host because who they're looking for is guest sources, right, for their different, you know, articles and whatnot, to do background research and to quote you and stuff like that. So eventually, you know, earned media or traditional media is probably going to use this site just like anyone else. But we specifically built it for like you're saying like the author or the, you know, the, like a crowdfunder. Something that's like a specific timeline in mind because you can load up, you can just do all these interviews right now. You can pitch 100 shows a day on our platform. There's a way to do it like on autopilot, even if you wanted to. And then. Yeah, and then make sure it's all, all going live right around the same time. So it feels like there's a legitimate buzz around your initiative.

That's very exciting, even to me. I know there's a lot of people listening that are like, wow, I need to get this. And I'll make sure there's a link in the show notes on EA Interviews, the website. But I kind of want to launch a new book now just to put all this into action. And, you know, I mean, I understand the value of this and I wish I would have known about it seven years ago. Tell me, what is your biggest success story you've had? Okay, we'll try this again. Act like I've done this a hundred times. Plus, what is your biggest success story you've heard from someone using your platform?

Yeah, I mean, well, I'll say like. So unfortunately.

We have some pretty, like, pretty big shows using our site to get guests, but there's a feature built for those kind of hosts. Called stealth mode, where they basically can use our site without touching them, right? And the point is that, like, you know, we went to a podcasting conference probably, I want to say, about two and a half years ago, almost three years ago, and I was able to talk to some NPR producers, and they love, they love the technology and they're like, yeah, they have some really esoteric guest needs. But the woman who produces two different shows, she said, you know, we would never use this technology though, because we already get pitched to death. And so this would just put that on, like turbo, you know, and so we didn't. We didn't know what to call it back then, but we had that feature built out. So I showed it to her and she's like, oh, oh, yeah, we'll totally use this. Basically, if people don't know we're using it now. I will tell you, the people that are most successful are someone that knows kind of what the medium. The medium is a very intimate medium, right? So you and I, you know, we were public speakers, right? But when you're doing podcasting, if you're like speaker guy, that's not gonna. That's not gonna work for this medium. You gotta kinda be a little more authentic, share some stories that are really more vulnerable and like, you know, more on the, like, the, you know, somber side of things and whatnot. You still wanna lighten it up at the end, but. So, you know, people that have done really well that we've been seeing right now are people that actually do coaching, like professional coaches, because coaching is just about fit, right? Like, you know, most coaches know the same thing as other coaches. Like you and I, Mario, even though we're not professional coaches, we could still coach people to be successful in their businesses. But. But you hire professional coach based on, like, the fit of values and like, oh, I think this person's gonna get me. Like, you know, I'm a yoga lifestyle kind of person, and they seem like a yoga lifestyle kind of person, right? Or, you know, I'm a hunter, like red meat potatoes kind of guy. And this guy is like a no nonsense, straight shooter kind of guy. He's my kind of guy, right? So the people that are doing really well are those kind of things. So there's a guy named Aaron Walker, and I wish he could take credit for it, but he did. He grew his coaching business before our platform even existed. And just like you said, you wish this platform had been around. He wishes this thing was around. He did. In his first three years of coaching, he had zero Clients just retired, you know, pretty young age from very successful CEO kind of position and whatnot. And he didn't have any clients. And he, you know, how do you start coaching? But the problem is he's like an old ubiquitous white guy. There's like nothing special about him. He's not going to get on Good Morning America. You know, it's just hard for him to get on traditional media. So he started looking at podcasting. In his first three years, he did over 308 interviews. And by the end of those three years, and again, it's, I want you to listeners to be clear, it wasn't an overnight kind of thing, right? But after three years, he was doing $50,000 a month in coaching. Okay, so $50,000 a month. I know most entrepreneurs after three years in business would love to be doing $50,000 a month in anything right now. To his credit, the guy just worked really hard, I mean, to do. To do 300 interviews over basically 100 interviews a year and be super compelling and say the same story like it's the first time you did it, you know, be super authentic. That's really hard to do now since his. I met him after that three year period. So he's going into year four. He has since done about 300 interviews per year.

And now obviously, with our technology can do it even faster. And so that's amazing to me.

So he's using it almost exclusively just to book more and more shows.

Yep, just to book more and more shows. And back then, so what he perfected after three years, I sat down and interviewed him about like. Because obviously he's doing something in his interviews that's landing him coaching clients. That's not a given, right? Just because you're a coach and you're on podcast doesn't mean you're gonna land clients. But he had figured something out and so I was curious. I interviewed him to see if he knew why his interviews are doing well. And he basically, after three years, figured out what he needs to say, what he needs to not say, that kind of stuff. So he perfected his side of the interview and then now, using our platform, it's just like turbo fuel, right? Because now he knows what to do. And now it takes all the work out of pitching shows because it's like, you know, his assistant just logs in into the account and just pitches like 50 shows a day. That's it. That is pretty simple.

Not only in a very successful and inspiring success story, but I'm glad you mentioned him specifically, because I know I'm having him on the show.

Yeah. That's awesome. And the thing is, is he is. You know, there's a lot of, you know, like, a lot of. A lot of people that are successful. It's an iceberg, right? Like, what you see on the. What you think is their secret to success is only, like, the very, very tip of that iceberg. And so there's a lot of things he's going on, but, you know, one thing he will say is, like, hey, he grew his coaching business. 0 to 50,000amonth on the power of podcasting, you know. Now, back then, he hired a PR agency because, you know, tools like this didn't exist, you know, from. Do that kind of stuff. So.

And the whole tip of the iceberg thing is I hear a common theme between all of my VIP guests, and it's the people who are successful were willing to put in the work. Basically, everyone knows what to do. But, I mean, you're. You're just rattling off, oh, yeah, I did. Whether he's doing 300 a year or 303 years, that's a lot.

Yeah, it's. It's really.

Like you said, most people stop at, what, 36, 37. I know that. I heard this stat. Most people don't even get their podcast first. First the purse, 10, whatever.

Yeah.

Pod face, the first 10 episodes.

Yeah, yeah. That's a real thing, right? And I mean, the thing is, like, listen, that's actually one of, I think, the biggest misnomers about entrepreneurial success is that everyone's touting this, like, I gotta work smarter, not harder kind of thing. But smarter, not harder only works applies to you if you work for somebody else. If you work for somebody else, you get paid for eight hours and just do an hour worth of work. Right. And get it done. But for entrepreneurs, you could. You can look at any successful entrepreneur, they work smarter and harder. They are putting in, like, 60 hours a week, but working really smart, smarter for each hour, right? So basically, in, like, you know, Mario, if you are working smarter and harder, and I'm just working smarter, not harder, right? So I basically put in two hours of work, and I got eight hours of work done. Yay. And you put in eight hours of work, but you're working smarter and harder, you've basically lapped me by a week in one day, right? And then basically in six months, you've lapped me by almost two years if you're working smarter and harder. And so, yeah, I mean, listen, I don't. I don't Know, you know, anyone that's like a self made millionaire, we will all tell you it took us 11 years to become an overnight success.

You know, it took us anywhere from 9 to 11 years to become an overnight success. And that is a fact. Anyone else that does it other than that, like that is really, that's like lottery odds kind of stuff, you know, that's just, it's just not, it's not a way you could plan your success.

Well, it sounds like you're helping a lot of people and you definitely have a lot of good insights in there. Where do you see this going over the next five or ten years?

Yeah, I mean I definitely think, I know podcasts will be around, but you and I know there's a lot of big money entering podcasting right now as far as like traditional broadcast media. And then when you think of the, the growing, you know, like the home speaker, like the Alexa device kind of thing, right, Those things, they've been growing by exponentially in their sales the last two years. And that's not without self driving cars yet. Well, self driving cars, I think that stuff's gonna explode even more. Right, because you're going to be able to import your Alexa settings from your home to your mobile office. That's like a self driving car or whatever. And so we will still be doing this service, but there's probably other, there's other things going to open up in the industry, but there's no way for us to know. I know the podcasting will still be around, but I'm not sure the media will be the same. I don't think people will consume it or create it in the same way that we're doing right now. I think we have like awesome guests. I think when we, when we built our company, we said we have a 10 year Runway to make money the way we're currently making money. Ten years from now, the current way we make money is going to be extinct. And that's just being a conservative. Right? So I'm not saying the podcasting is going to go away, but I think the way the medium is getting created and consumed will change significant enough that I think our business model will not survive past the 10 year window. So we're about, we're about two years in to our 10 year forecast. So it's still good, healthy run. You know, that's.

If you were to guess what do you think is going to change is you said the way that people are doing it, they're still going to the devices, they listen to it on May change, but what do you think will change about how the. You mentioned the process to create the podcast.

What we're doing, it's going to be more in lines. Lines of like Netflix experimented with their choose your own adventure movie. You know, I think it was like Black Mirror Bandersnatch or something like that. So.

We like my in. In probably not the too far future. My narration of choice, say, like James Earl Jones or something like that, right. Is gonna be able to read me my Alexa skills, but in his voice, right? So already like Waze two years ago, they had Terry Crews tell, you know, navigate your directions and stuff like that for you. Right? So in three years, I think all my content is going to be customizable according to my settings. Not you as a creator. So right now, audio SEO is garbage. Like, it doesn't really work very well. Google's trying to hack that right now. Right. Adobe has created software where I can type something and. And I can make you say something you never said based on a document that I. I typed based on your voice. We just need. They just need to hear 40 sounds that you make and they can make you say anything. Right. So the scary thing is.

Tell me what that software is.

Yeah, it currently exists. Go, go look up like Key and Peele Adobe, and they basically make them say stuff they never said in this, like, live demo. And I think it's. I think it's like two years old now. And so the crazy thing with them is that those 40 sounds they need to hear from you. This is like, same thing like Dragon naturally speaking software, whatnot. Every president has enough footage out there that they can make a president say anything they want to at this point. Right. So it's kind of a scary thing. But on the positive side is that my media will, like, I'll say like, you know, Mario, maybe I love your podcast. I love the content, but I wanted to be. I want. I want a different voice, right? I want. I want, you know, Allison Janney from the West Wing, I want her voice telling me this stuff. And, you know, maybe it's a boring interview from Slate magazine. The interviewer, I can choose, like, James Earl Jones asked the question and then, you know, Margaret Thatcher does the answers in a British thing. Like, I believe that all of our media will be highly customizable that way. So it's gonna be. I don't know what the rule. I don't know what the role of the creator is gonna be and what copyrights at that point. But, like, right now, as long as I Attribute you as a source. I can like, parody your stuff. I can play almost your whole interview as long as I'm doing it as a commentary. Right.

And so, wow, that's interesting. So if you don't like my voice, you could replace it with Elizabeth Hurley, for example.

Yeah. And I can say, you know what? Also like, there's, there's like sportscaster, like, his name's Adrian Wojnowski. He breaks all this NBA news, right? But on his podcast, his, like, the way he talks is really annoying. It's very herky jerky. He's clearly a journalist that deals in the written word, not the spoken word. Right. When I would say, like, I love his content, but I want it to be read by someone else, that's more fluid. I want it to be read by you. Right. I don't want it to be read by him and that kind of stuff. And so I just, I just think everything is gonna move to customizable, right? Because that's, that is the future. That is.

Right now. There's very little technology wise that we can't get our own. Like, if you have enough money, you can get designer drugs for your DNA, like your blood pressure medicine and like mental illness kind of stuff.

In about two years if they map our guts properly. Like your gut, the, what they call microbiomes, like, the bacteria in your gut is different than my gut. And so we will be able to generate diets based on our specific gut content. You know, things like that. And so obviously it starts with the super wealthy get that kind of, you know, Cadillac kind of designer drugs. But eventually that all trickles down and, you know, so something was content creation. I think the highly customizable thing is probably what's going to happen.

That's very interesting. I remember when I was studying video production and animation and all that stuff, they were already, and this is, let's just say a few years ago, they were already Talking about the 3D models of being able to take any actor or actress while they're in their prime, map them, and then they could.

They've already done it with some movies.

Yeah, I'm kind of. And that's actually, it's really interesting. There's, there's a, there's a definite dividing line in Hollywood of that and that, you know, they don't want to get in the business of using, you know, artificial intelligent versions of like Carrie Fisher and Star wars, you know. But then I just read the Fast and Furious. They're bringing the guy who's dead, Paul Walker. They're bringing him back for this movie, right? And they're, and they're like using as a selling point and whereas like the Irishman is coming out, you know, in on Netflix later, later this month. And they use a lot of de aging technology. It's the same de aging stuff they use in Samuel Jackson for Captain Marvel, right? But Robert Dernaro said, like, well, using d aging technology, we don't need makeup artists anymore, right? So you're like, okay, but then de aging technology, that's not that different than an AI version of you, right? It's just what's happening.

And it's also the digital version of whenever people do cosmetic surgery.

Right? Well, so, so let me tell you something that a lot of people don't know. Back, back, I want to say, almost 15 years ago. There's a defense contractor, you know, like Northrop Grumman, those kind of things, right? Heck yeah. They, they had a software that can mimic the AI of a person. And the reason they did that is that there was an ex Navy SEAL guy who was the world's foremost consultant in anti terrorist proofing your building, right? There was just something about the way he saw things that he could, like this is exactly how you attack it, which is different than the way a SWAT person would look at a building and stuff like that. But the problem is he was only one guy and they wanted to reproduce him. So they built this technology that basically downloaded his Persona and mostly like his social defects, the way he sees the world in a very unique way, made it so now his AI can be consulting buildings and architecture plans from the very beginning. So the only reason this software is not ubiquitous right now is that so the government is already using it to terrorist proof buildings and whatnot. Because, you know, they want. They were afraid this one guy's gonna die, right? So how can they so.

Well, everyone will eventually, right?

Well, and the reason, the reason this software hasn't become ubiquitous yet is that there is a very real intellectual property quandary. Because the people that want to use the software the most are engineering companies. Because what happens, Mario, is if I retire from an engineering company after a long career of 30 years, I've seen, I've seen a lot of really weird problems and fix them, right? So then the gap between me and a newbie from College is a 30 year experience gap, right? It's like a problem solving gap. And so what these companies want to do is they went before I retired, they want to download my AI onto their servers. So now the company owns that but then these engineers are like, wait a minute. But that's me, though. You don't own me. They're like, well, we kind of do. You solved all these problems on company time. You went to conferences and learned on company time, so that knowledge should belong to us. So it is a very real active court case going on, and I don't think this is a real answer for it. And so, like, a lot of good legislation, you know, a lot of good stuff like that, like, you know, litigation. They're very mindful because, you know, litigation is all about precedent, you know, what has been sent. So once that's. Once, that changes. And so even in Hollywood right now, Hollywood studios, I don't think there's one studio that wants to be known for the studio that basically ushered in the era of using all AI actors. So what you're seeing is they're doing it in very small pieces because all of. There's like a union issue, obviously, between them and the actors. Stuff like. But also they're not sure what kind of feature that is. So there's not a. There's not a studio alive on the, on the planet right now that wants to be known as the one that ushered in this weird era of whatever. But it's. The technology is already there, man.

Yeah, I've seen it with. I know people that are scientists and it's the same thing. Well, you created, you know, you found the cure for cancer through our company, and we funded it. Well, I'm the one who found it.

Well, yeah, but you, yeah, you usually sign something like that, but this is even more. This is even more like, esoteric, past that level. Right. Because it's not like, it's not an invention. It's me. It's the way I think. Like, you know, I played some role in that. They're like, well, maybe, maybe not. Like. No, no, I told you, this is. You can't download my, like, idiosyncrasies and say, those are yours or my values, like, those are mine. And so, you know, there's a legit.

Battle to be it's you while it's working for them.

Exactly.

The second you try to get out of it, it was theirs all along.

Yeah, yeah. So it's. It's, you know, creepy stuff. But yeah, like I said, like, you know, the. The future is all about custom tailored stuff. You know, that, that is.

Does that include suits?

Yeah, I mean, that's. That's the promise of 3D printing. It's how it should be. Right. Is that I put On, I put on our VR goggles. I can go to a mall and a tailor can measure me specifically. And then they can, you know, they have a certain source code that is only belongs to that retailer and they could print me my suit on site. Right. I mean, that's, you know, that's, that's not that far.

This is exciting and fascinating here. I thought I had a fancy show and I feel just like, well, this is a good start, but I think it's awesome. The expert authority insight I'm hearing is you had a 10 year forecast, you plan this out and you already have the exit strategy for it. And, and most people don't think a year or two down the road when they should be, because all this stuff, the reality is it is changing. I was going to crack a joke, but I didn't want to interrupt you in the beginning when you said, you know, eight years ago with podcasting, and I was going to say, was podcasting been around that long? The truth is, yeah, it has. It's been 15 years, actually.

You know, it's been over a decade for sure. And it's still in its infancy, like you're saying.

Oh, yeah, it's still, it's still just getting started. Still just getting started.

And it sounds like we're already 20 years ahead of where it's at.

Yeah, but, yeah, but again, like to say that this is the way the medium will be created and consumed. That's. There's no way that that's going to be true. You know, three years, like you said in your window, like three years from now, maybe five years from now. No way. There's no way.

I don't know whether to take offense if someone really likes the content I'm putting out, but doesn't like me. It's like you can replace the host.

Yeah. But then other people, other people might want you to. They prefer like, you know what? I don't like this guy. I want Mario to read this. And then there you're back in. You're getting paid to do the voiceover for someone else's podcast at that point. You know that.

That's so surreal. I'm thinking of some other shows. It's like, no, no, we need you to do the voiceover for my show.

Right.

Well, so the danger is. So the danger is that things become, like consolidated. Right. So then basically, when I listen to podcasts, there's only 20 voice options, but then if I pay an upgrade, I can, I can download some other voices. Right. And I could even pay for the original voice, you know, it's just. I don't know. Who knows where it's gonna go. But if, yeah, if you're gonna make me guess five years out, that. That's what I'm guessing.

That's interesting. So I could technically be on 50 other shows.

Yeah, absolutely. But I mean, think about. There's. There's voice actors right now, right. And so they could say, listen, I'll hire out my, you know, you want, you want to use me for like your travel guides or your home, Your home, like, you know, Siri system. Great. This is how much it costs per month. And so now these voice actors get like subscribers right. To their voice, which is crazy.

But that is fascinating to me because I have done voice work for various things outside of the show in the last, let's say, few years.

Right.

So if anyone does want to use it, let's talk. I'll be happy to license you, offer whatever. I don't know.

But let's have a conversation. Exactly.

So I have one more question for you before we go to the imperfect action round. Anna is, who is an entrepreneur you would love to meet that you haven't had the ability to yet or opportunity, I should say.

This is an interesting one because I just saw her name pop up on news. I would, I mean, although it's like controversial, I would love to sit down and have like a. Just a candid private dinner with the man. I forget her name, but she's the co founder of Theranos. Right. At the time she was the youngest billionaire, youngest woman billionaire in the world. Right. And then they found out you're talking about. It's all fraudulent and stuff like that. Right. So she was in the news yesterday because her lawyers have been complaining that she hasn't been paying them for a year. So she was. Had an arraignment day. But I would, I just think that's, I mean, like, so if everything up to her becoming the youngest billionaire female billionaire, like, you know, she was inventing stuff when she was like in junior high and all this kind of stuff. I mean she, I think she had a Stanford education. Like, I, I think that would be such an interesting person to like just figure out like what happened, you know, and what are some ideas she has that she can't do because you know, she's. Her name has been sullied, but she's probably got other business ideas. Right.

You know, she has the behavior and the personality type that she's that creative, ambitious.

Yeah, yeah. But where did it go wrong? Where did it go wrong and why did it go wrong? And, like, was it really just one thing? Was it that her and her co founder were secretly, you know, dating without anyone else in the company knowing? Was. Did that led to then other secret things? Right. Or was she the instigator? Was he the instigator? Right, because there's a typical story of, like, one person was corrupt, and then the lover, like, basically corroborated their efforts, like, who knows? Right. And so it's just. I just think it's fascinating, but I don't know if I'll, like, I don't think she's doing interviews right now, you.

Know, so we should reach out to her. I find it interesting this is the first time this has ever happened where both of us don't know the name.

Yeah, I just know her as the founder of Theranos. Right.

You know what? I'm gonna do something else I've never done.

Hey, Alexa, who's the founder of Theranos?

Great. Alexa. Don't even know.

Could you hear her?

Yeah, I could. That's.

What the heck.

Yeah.

But I'll tell you what, we're gonna. We're gonna thank our sponsor, and we'll figure it out by the time we get back. Winning with Google in 2020. I have no doubt you want to for your business, but who do you trust and where do you start? I'd advise Rosh Sillers. Not only was he episode 22's featured VIP guest, but he's also a Google specialist with search advertising and YouTube. And I had him put together this free Winning with Google in 2020 guide for you to get started with. Right now, go to eainterviews.com forward/roch tips to get your free download. Now, once again, that's eainterviews.com forward/rush tips. And we are back with the imperfect action round and today's special password, keyword, special reference, whatever you want to call it. I'm making all this up. Her name is Elizabeth Holmes.

Yeah, that's her. That's her at 19 years old. Google.

And now I'm more inclined to hook up the Google home that's sitting in the box because, well, you're useless. All right, first question.

What?

This is awesome.

What. What.

What is the fastest path to the cash?

Like, for me or in life? For.

For your prospects?

For our prospects.

If. If you have a very, very defined niche that. I think that's the hardest thing for entrepreneurs to do is to, like, really niche down. Right. Because you feel like you're leaving money on the table. But here in San Diego, we have a world famous example of a niche, which is comic con. There's 140,000 attendees. It sells out in two minutes every year. But. But they've never. They've never moved off of their niche. And so I think the hardest thing for entrepreneurs is if, Mario, if I were to ask any of your listeners, say, hey, who's your ideal client? They would say kind of like something. Something like, no. Who woke up this morning praying to God that they would meet you? Like, there is a person that meets that criteria, they are very, very likely to buy. But I think, unfortunately, most people don't know who that is.

Very well said. Number two, what is the biggest problem you see your prospects making in the fastest way they can fix it?

Yeah, the fastest. I think the biggest problem, I'll say, with people like awesome guests is that they're trained by things like LinkedIn and Facebook of trying to put, like, all, like, the best, like, envious parts of yourself out there. Right. But to really be good at podcasting, you've got to share your stories about your warts so that people can identify with that, like, you know, the zero to hero, like, narrative arc. So if you're always coming across with a hero, it's never going to work for you in podcasting. In podcasting, you've got to show up with a story that tells people where you were at zero and then how you kind of grew out of that. And so, you know, again, that's why on our platform, people are allowed to put in, or should put in as many things as possible. But one thing we see is most. Most guest experts are only putting the good things about themselves and not the things that make them really more interesting.

So like you were saying earlier, and I wanted to ask you, but again, I. You were doing so well, I didn't want to ruin the flow. But the podcast, when you made the comment about Mr. Public speaker, it sounds like you're saying the podcasting is more conversational, where public speaking, you kind of got to do the acting, showpiece kind of deal.

Yeah, it definitely is more of, like, when you're. When you're. Speaker guy, you are trying to exude in your presentation and even your articulation this expertise. Right. But in the podcasting medium, your expertise gets revealed by your vulnerability, by your authenticity, you know, and so less performance, more. More like genuine, you know, vulnerability and things like that. Yeah.

All right, number three, what is the best way to maximize customer Lifetime value.

Yeah, I think if you, if you know who your ideal customer is, then you basically only listen to them, right? You don't listen to naysayers, the haters. You don't listen to your maybe customer. Like, you listen to your ideal customer. And lots of people, once we get the sale, we stop asking them because we're just like, well, we got money, relationships over. But then you ask, hey, Mario, so now that you bought this thing, how's it going?

But you do it more than just once, Right. The typical way you do is like a Net promoter score, right? On a scale 1 to 10, how likely to recommend us to a friend or colleague. Why or why not? That's the part that a lot of people leave out, why or why not? Right. So if I say, well, if you'd recommend awesome guests, you're like, well, yeah, well, I'd give it a seven. Okay, well, that's not. That's not a ten. So why? Or why not? And you would say, whatever, whatever. Like, oh, those are future. Those are future products and services. And so we even know, like in our company, we, we have a map of features that we're rolling out. But. And it's all data driven, right? It's all by people saying, like, oh, I'm trying to do this. The site's not quite doing that. So we know what we're going to roll out. We're not just guessing. So that's the key to lifetime customer value, is you lock in your loyalty by just having a good, authentic feedback relationship.

And I think it's so important that you're sharing that, getting the feedback from your customers. And I'm thinking of the story you shared just a bit ago when you're talking to the lady from NPR at the event and she's going, well, we'd never use that because we already get so many requests. And this would just amplify that.

Right.

Well, check out this new feature where you can browse in stealth mode. Oh, we're going to sign up for this?

I mean, absolutely.

Well, and also, great success story for you too, because it's like when you know what your customers want and you give it to them.

Yeah, I mean, I mean, it's not that it's not rocket science.

No, but I can help you this way. Yeah, but I think that's the hard part is to even, like. So, you know, back when we ran our strategy company, like, we only did. We only needed like 14 clients a year, Right. So we're not talking like high volume, but when someone didn't choose us. When someone didn't accept our proposal for services, we asked the same question. On a scale 1 to 10, how likely to recommend us? Right. And so it's interesting. I'll tell you a story. Someone said, someone gave us a 10. They would, on a 10, recommend us, but they didn't hire us. I'm like, that's a huge disconnect. Why is that? They said, well, because in order to hire you, like, we have to put down 20 up front, and we just don't have that kind of money. And if you had, like, a. If you had a payment plan, we would hire you right away. I never. I never thought, like, for a $90,000 service, we should do a payment plan. Because I was like, you either have the money or you don't. Right. But I asked that question for a sale that we didn't get, and then we end up getting that sale. Because he's like, well, yeah, if we just did payment plans. Like, well, what do you mean, payment plan? Like, we can't start working with you until we have 20% banked in. And it's like, well, it's fine. Let me start paying towards that, though, every month. And like, we never. We never would have figured that out on our own, ever.

So you let. You didn't get started on the service, but you let them start paying for it till they hit that threshold, then you started the services.

Absolutely. Yep.

That's very valuable feedback.

Yeah. I mean, because that's like a consultant. Like, we. We never. We never even. We never gave people access to our calendar to even start scheduling time until they put down 20%. Because why am I gonna give you time in my calendar that someone else could be paying for if you're not paying for it? Doesn't make any sense. You know, so they got a whole.

Whole other interview right here. You're just throwing it all down. That's.

Yeah, but that's another life, man. That's my old life. I don't do that anymore.

Valuable tips, though. Expert Authority tips.

Yep.

Love the insight. What is a book you would recommend to Expert Authority World?

My favorite book for entrepreneurs is Great by Choice. It's from the same author Jim Collins is Good to Great but Good to Create was really written for, like, large companies, like Fortune size companies. Right. It's a book on leadership where Great by Choice is a great book for entrepreneurs. And Jim Collins is smart. He wrote it when the economy was tanking and more people were getting laid off and starting their own companies. And so it really is. It's an academic read just like a good to great is. But man, I give out three books like candy. Anytime I do a workshop for entrepreneurs, I give out three books. I give out Great by choice. I give out the E Myth Revisited by Michael Gerber and I give out Everybody Writes by Ann Handley, which is like the best marketing book, bar none on the planet. Very practical. It's not about marketing strategy, it's like how to actually do marketing. But those three books are my go to's for anyone that wants to become better what they do.

Well, I appreciate that and you're making this super easy. I had a feeling you had more than one and I was gonna say if you want to give a couple like three. Perfect.

Yeah, yeah, that's it. Those are my go to.

You are awesome. I have thoroughly enjoyed this. I can't wait to see you again at the next event. Where can people learn more about you and sign up for awesome guests?

Yeah, I mean to learn about me, just look up, you know, just. You can look up my TED talk. Just look up ted get ahead by giving back. You can find me on LinkedIn. J O O N I think you know, you can put that in the show notes too. Pretty sure the only June out there. And then yeah, awesome guests, they can always take a look. But I would recommend them to go through the link that you put in your show notes because we'll send them to a specific page just for your listeners.

Excellent. Well, thanks so much, Jun. It's been a pleasure. I definitely had a lot of fun and you shared some really great Expert authority insights. So thank you.

Yeah, I appreciate it. Thanks for letting me, you know, serve your audience and hope to hear some great feedback in the future from the different comments and all that stuff.

All right, Expert Authority world, we have another great episode here. I hope you had as much fun as I did. We'll see you on tomorrow. Have a great day and God bless. There's money in the metrics. Do you know yours? Pipedrive is the simplest and easiest CRM to close more deals, deepen your relationships and increase your business profits. Get your free trial today@eainterviews.com for pipedrive. Hey, thanks for listening to today's episode. I hope you got a lot out of it. I know I sure did. If you haven't done so already, I invite you to subscribe to the show and also be sure to check out eainterviews.com for complete show notes, the full interview, video experience links to the resources we mentioned and more. Have a blessed day and I'll see you tomorrow.