Profiting from Guest Podcasting [ Part II ] LIVE! From Podcast Movement with Author, Speaker, & CEO of Interview Valet Tom Schwab

Ea interviews episode 350, inspiration, transformation, success stories and the imperfect action round. Seven days a week. Join Mario Ficcini for today's Expert Authority Effect interview. Have you ever thought about guesting on podcast? Do you have a business? Do you want more exposure? Do you want to be seen as the expert, the authority and have the credibility in your industry? If you have a podcast, you should be guesting. But if you don't have a podcast, you can still guest. And I'm excited to have Tom Schwab of Interview Valet here on a very special edition of Expert Authority Effect interviews here live at Podcast Movement from the HubSpot Podcast Network booth. And I'm going to bring them up right after we thank our sponsor.

Every business needs a book, including yours. And that's why I'm launching my new book to help you, regardless of where you think you your current writing abilities are. Visit eapublishingmethodbook.com today to learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. Once again, that's eapublishing method book dot com.

Ladies and gentlemen, here he is, Tom Schwab.

Mario, I am thrilled to be here. Two Michigan guys down in Nashville at the world's largest podcasting conference. And it's, it's great to be here, it's great to see where podcasting is going to be and so excited to talk with you.

Well, I'm excited to talk with you also, but I'm more excited that we are in person. And it's my great pleasure to say, this is your second time on the show, isn't it?

It is, but it is the first live interview and we both live in the same state. But you know, there's a lot of problems in the world, but there's no better time to be alive. And even during lockdown, we were able to connect with people through podcasting. So, so great opportunity here.

I'm glad that you brought that up because podcasting while we are live, I want to ask you, do you feel that you need to be doing live episodes and you need people in your studio and it has to be this big production?

No, now, before COVID we do a study every year and about 3% of the interviews were live, meaning people had to go there, sit down, you know, sort of Joe Rogan style. 97% of the interviews are done over Zoom, Skype, Zencast or Squadcast. And it's really amazing, right, because I live in Kalamazoo, Michigan, Right. If I had to get all of my interviews live in Kalamazoo. I wouldn't have 1200 over 1200. But with this, you know, you can connect and, you know, over the Internet. And we've all used Zoom now, and majority of podcasts are done over Zoom, so it's always a blessing to be live, but it's not required.

Well, I'm glad you're saying that. Because of the hundreds and hundreds of episodes I've done so far.

I would have to say this is the first live one, depending on who you ask question, Arguably, whatever you want to say. I've done some on my own as solo episodes and while they were live, because while I was there. But this is a real treat, not only for. For me having you, but we're in person and it's interesting because we live close by, and I've had other guests on the show, such as Todd and my friend Terry, all from Detroit, and we're like, well, we're close enough. We could do it live. But I would say the beauty of. Well, other than I'm in a different studio this time. Hello. If you're watching the video, I don't know which one. We got multiple cameras here. This is so different for me because I'm used to being in my studio, but I pipe everyone in remotely. And the advantage to that is I've had great guests, literally from all around the world, many from thanks to you and your wonderful wife Karen, and of Interview Valet.

There's people all around the world. You can connect with them. So if you're thinking about starting a podcast, don't feel you have to do it in person, but if it makes sense for you, I would say go for it, because this is a lot of fun. I'm kind of having a blast right now because normally I'd be checking the video feed there and the video feed here, making sure you're still on my third monitor here, and checking the lights and all this. Speaking of which, how is the lighting?

Yeah, what do you think? It's not bad, actually. I'm surprised. I'm. This is like a break for me because I normally got about five, six lights on me, and I was gonna.

Ask, you know, it's dark in here, but you're so bright that I think it. It works out for well.

I appreciate that. So I want to ask you about podcast movement. 21. I forgot this video. 21. How are you liking it so far? What's your biggest takeaway?

Oh, I'm loving it. And last year we did it virtually, and, you know, My hats off to Dan and Jared and the whole crew for putting it together virtually last year. I mean, they did the best they could, but there's no substitute for that in person event, right? To build those relationships and the magic that happens in the hall. This is our seventh year at podcast movement. We've never missed a single one. And you know, people are like, well, why do you come here? It's to build relationships. We believe relationships are the ultimate currency. And so the people you meet, the knowledge that you just gain from other people, you know, know, you've heard me say it numerous times. What's ordinary to you is amazing to others and amazing to me. And just to sit, sit there and hear people talking. Some of the best thought leaders in podcasting today. And even in the halls, what people are talking about, you know, I'm sure that other people are going to find out about this, but it's going to take them six months, whereas we're hearing it from the very beginning. So I love these conferences.

I couldn't agree more. I've been texting people all day. They've been texting me. And if there's anyone watching this that I owe you a te like a dozen that I didn't even notice because I've been so focused in real life. But like, you're saying the info we're getting now, they're like, what's going on? What are the updates? This and that. And I'm so tempted to just be like, why aren't you here? I think I sold a couple virtual tickets because I was like, if you can't met, well, obviously you're not going to make it now, but you still code carpe diem. But there's the virtual pass. And I always, always, always get Pro vip, whatever, wherever I go, because you can get the recordings, much like on eainterviews.com you can enjoy this afterwards. And that's the beauty of doing it. It's evergreen. So I want to ask you, who's your favorite speaker so far?

I could go for the big name. You know, Mark Cuban, he had a keynote this morning and what they're doing with Fireside, with direct to creator, sort of the monetization and all that. I thought that was amazing. But Rob Walsh from Lipson, yeah, he gave a presentation and talked about.

About where some of the myths are, where podcasting was, where podcast is going, and also some of the privacy issues on that. That was just an amazing, amazing presentation there.

I. I enjoyed both of them. And what Fireside's doing. They were talking about the video side, the live streaming, and, well, if you've ever seen more than one episode of the show, you know that I'm not afraid of it. But I always like Rob's presentation. And Libson is just phenomenal with the hosting side of things. But the insights that they bring, they've been around since 2004, 2005, industry leader. They have the Joe Rogan show on their network. They have Dave Ramsey on their network. So while they may or may not reveal the stats of every single show, I know it's somewhere around 70, 80 million shows. Thousand shows they have. They're the industry leader with the number. And I swear to God, if one of the fact checkers says something like, just go to the website, I'm sure it'll be updated. And if you hear this a year or two from now, but they bring some of those insights. And he was sharing, you know, the deal that Joe that Rogan had with Spotify, it was bigger than four or five of the other acquisitions, times six or something, depending on which, who you're comparing it to. And it's just so great to get those insights because Lord knows you can do any type of marketing you want. But is it true?

Is it.

Should I be doing this? Should I be doing that? Should I be doing that? And he's like, look, here's the actual number. So I always like seeing his presentation. And for anyone listening, promo code, Shine. We're actually partnered with Libsyn as of last year. I'm honored to say that, because they don't allow everyone. But you'll get the rest of this month and the next month completely free.

I. I can't speak highly enough about them. They're. They're the industry leader. They're really the thought leaders in that. And one of the things that you mentioned there is like, data points, right? I've got my opinion. My opinion is one data point. You and I get together, we always have great conversations, but that's two data points, right? And then all of a sudden, you get to podcast movement. You're talking to all these people, you've got more data points to make decisions on. Then you get somebody like Rob that brings up, well, here's what we see in our network of whatever it is, tens of thousands, maybe 100,000 podcasts, probably more than that. And now, oh, that data point, you can make decisions on that and really take action on it. And that's one of the things I'm seeing here, is that so many people I'm talking to and myself included, I'm like, I heard something and it's like, yeah, I'm going back and on Monday starting to take action on that. And I think that's one of the benefits of being here is that you can be that early adopter and all those things that people start doing, you know, know, way, way on in 2022. Well, we've already heard about today. And starting.

That's old news. Oh, that was. I love saying, oh, that was so last week. That was so four months ago. That was so two minutes ago. If you're ever at a party, which I hope you go to, but if you're at a party or something, you get pictures of her. Well, it doesn't need. This is a party. Anytime you're taking photos, one of the fun things to say is you get a picture with someone and be like, humor. And then a few minutes later, oh, let's take another, oh, look how young we used to look.

I don't age.

Neither do I. Holding at 29.

I just tell a lie.

Same here.

Big and stick to it.

And if I'm not mistaken, isn't it Karen's 40th birthday?

We are celebrating her 40th birthday.

Okay. We're celebrating her 40th birthday.

She liked that birthday, so we always celebrate that birthday.

Well, that's a good one. And, you know, I'm glad. Glad it's another celebration going on.

How are you celebrating at the event? You gonna go out for a nice dinner? Would you like a nice dinner?

A nice dinner would be good. The parties here at night are amazing. Right?

So we got one later on, don't we?

I just.

Are you trying not to laugh?

It's okay. I'm intentionally doing it. You know that, right? Okay.

I appreciate you trying to stay quiet, but it's kind of fun.

What's going on? Yeah, there's a party and there's food and you should be here. And.

Let'S talk about the event because I saw your post earlier about why you go to different events and why you recommend going in person.

What has been the biggest takeaway? Who. I would say who's your biggest transformation story? But we've talked about that before. I want to say, who are you most excited to have already met so far in the event? Because we still have another day left. You got a great booth set up. And if you're here, check it out at Interview Valet. If not, go to their website. There'll be a link in the show notes on eainterviews.com. but who have you been most excited to meet so far and why?

The podcast hosts that we're already working with. That we have the relationship and we're introducing great certified guests to them to hear their feedback is priceless. Right, Because I've got my opinion, you've got your opinion, but they're the experts. They're telling us what they love and what they loathe. And I'm not going to get that from sitting in my office. And you know, but you could send.

A survey monkey, why would you bother getting in the car or plane and getting a hotel room? Just, you know, know, send out a Facebook ad. It's efficient, it's efficient. It's very efficient, very effective. And that's all that matters. Numbers, data, crunch, crunch, crunch.

I've got a book coming out this fall and that, you know, it wasn't a little bit of a pre sell there, but it's called One Conversation Away. And I really believe that there's a place for automation. But all the best things in life happen after one conversation. That could be a one on one conversation. It could be on a podcast, interview, other things like that, but just sending out a survey. Dear first name rank me on a scale of 1 to 10. There's a point for that. But the great things happen out of conversation. And that's what we're having here is conversations. And I don't understand from a business owner how you could run a business without knowing your customers. And it's one thing to email them, but to actually know them, recognize them, them, recognize you, to learn back from them. It's like, how do you run a business without that? And to me it's, it's an investment to come to these meetings. You know, we've sponsored it every year for the last, what, seven years. But I think that's important for us to get to know our customers, but then also support the industry.

Right, sure.

If, if you're.

If you're monetizing off of an industry, you should be part of that industry, you should be investing back into it. And that's one of my core beliefs that we do. And that's why you see us at these meetings every year. And I scratch my head and going, wow, why aren't more people here?

I was saying something similar because there's people I know who have the tickets, but they're not showing up. Or here's another one, the subset of the subset. They're here but they're not attending stuff. I see a lot of people meandering around. And I'm not saying don't take a break because, well, hello, people walking by. There's people walking right around and whatever they're going by. But the fun thing is you can take a break, you can pick the, the training and all that. But there's other people who everything, they never go to anything. They're like, oh, I'm just here for the free drinks.

I will give you a couple hundred bucks for the weekend if you just don't show up so we don't get confused. And if you're serious or not, you can do that anywhere. Why would you do all this other stuff? Are you laughing at me? Okay, I can't. I couldn't tell, but that's fine. But seriously, some of the thought process with this, it's like, I want to start a business, but I don't want to call anyone, I don't want to talk to anyone, I don't want to serve anyone. I don't want to market anything. I don't want to do this. I don't want to. Well, holy crap, here's some AMC movie tickets. Like, what's the point? So I should probably shut up because I'm kind of making fun of everyone that's walking by to an extent. But I've always liked connecting with the people and meeting the people that you might not get an opportunity. Maybe you only see them once a year. Or hey, yeah, maybe you want to go relax. But maybe you go to that one thing. Or you meet someone in the one hallway. Even today there was someone I knew. We connected two years ago, but we connected real briefly. I'm going to have him on the show.

And I used to over plan my conferences. So it's like this time I'm going to be here, then I'm gonna go here and there. And then it was a conference all probably six years ago where I went down the wrong hallway. I got lost, right? This conference was, was, oh, you picked.

The right hotel to do that.

Set up so differently. But then all of a sudden I ran into somebody and it was like the perfect person. We talked, I learned something, and now I'm just like, okay, if I run into somebody, if I miss something, why did God put me in this point, right? What am I supposed to learn from them? How am I supposed to help them? And that's one of those questions I already always have, is like, what are you trying to get out of this conference? You know, one of the things today is it's never been easier to sell something, right? You sell online. There's, you know, if you want to sell something, be a penny cheaper than the next person.

But don't lie to yourself and say, I'm building a business. No, you're not. You're just doing transactions. Building a business is about lifetime value of a customer. It's about serving a customer. It's about having a relationship with them. And so, you know, a funnel is an important thing, right? But one funnel away will not make your business. You need to have that one conversation away and the over podcast in person, whatever it is. But I always find that the, the best.

Best information that I get comes at the end of a conversation.

I'm so glad you're saying that, and I'm glad you're launching your book. Congratulations on that. And for anyone that's listening and doesn't know, I've been publishing business books. It's my core business for the last decade. And I want to ask you, why did you choose to do another book when you already have a great one that you have at the booth over here and explain why you brought it to the booth here?

Well, I've got one book called podcast Guest how to grow your business with the targeted interview strategy. It tells exactly the process that we use. Well, it's not a secret, it's not a mystery. It's just this is what we do. And most people read it and go, wow, there was more to it than I thought. Let's just work with you. So I give that book away to help the industry, but also as a lead source for me, this next book, to me, it's more of a passion book to me. It's the. If you want to call it the rant, it's the. The manifesto of that. There's something broken in the world that I see, and here's how I see how we can fix it. So not only to have a more practice, profitable business, but also a richer life. Right? The richness of your life is the richness of your relationships. And that's not just money in your bank, but it's also who can you call on, you know, who, what friends can introduce you to the. The plumber you need, the. The next client you meet, need, you know, that sort of things. And so my life has gotten so much richer over the last, what, seven, eight years with podcasting. Now I live in Kalamazoo, Michigan. There's not a whole lot of people around that are like me. You know, I'm the. The island of misfit toys with entrepreneurs there. But yet even during lockdown, it didn't matter. I still could connect with friends around the world. And I think it's a magical time. Right now.

I'm in full agreement, and I'm glad you're sharing your message. And it's one of the reasons I've always liked helping people publish their business books, because it's a great way to, you know, take expertise, package it, and now we can print 10,000, 100,000 copies, give it to people. And I'm. That's the whole reason I made my new one, the Expert Authority Effect publishing method, because while I've helped people, I knew I needed to play a bigger game, too. And I want to reach more people because it's not just about the rankings and this and that. It's about really making that difference. And to your point of the last year has been so crazy that I just really feel for the businesses. As I was leaving one of my clients.

Who I've had for 11 years.

I. I reached out on some things and he goes, I'm sad to say I'm shutting the business down after the last year. This, that, the other thing, you know, he's retiring, and I'm happy for him in a personal sense, but it's just like, you know, here's another one. Here's another one, here's another one. I would love nothing more than to be have as many people here as we could get and go, here's all the secrets, here's what you need to do. Here's all the connections. It's one reason I really started the show is to say, I want to connect these people, you know, like you. You're one of the best people I know, truly. But I know other ones, and I want to connect you two and, you know, all just have this synergistic relationship going on. So I. I'm glad you're doing what you're doing on your half, and it's an honor to meet and be partnered with you on my half. But I'm excited even more for what we're doing and the other people that are here who we know, you know, we know. We know who we know who we know.

I see where this is going five, ten years from now, and that's what excites me. So I know we're getting short on time here, so I'm going to pretend I have the wheel of whatever here. What are these things? We got pod deck, Pod decks, interview deck. Do I even have time for this? Because I still have to do the EX3 questions at the end. What? What's on your bucket list?

Screw it.

Are you glad you came?

Always.

Karen. Are you glad you came? Yes, I am. Are you glad you brought your team? Are you glad you're here? Yes. Fantastic.

So.

Let'S do the Jeez sponsor now. I'm gonna break my own rule.

That's fun for me. I never drink on the show. Beverages, whatever.

I don't care.

At this point.

I meant water.

Everyone relax.

It's afternoon. You know we started six hours ago.

You've heard me say every business needs a book, including yours. And it's true. And that's why I'm launching my new book@eapublishingmethodbook.com so you can learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. But you know what? Don't take my word for it. Take it from a few of my authors like Lori, I went from having.

An idea and a possibility to actually getting my book published.

Or Catherine, thank you for making my.

Mom number one best selling author. Or Mary Alice what he got done for me in three days regarding my book launch.

Unmanageable.

John Cody.

I've worked with Mario over the phone and online and he's been very helpful in getting me where I needed to go with promoting my books.

Rocio, there's no way in the world I would have been able to do this with somebody else again. I've attempted it in the past. It didn't serve me. As a matter of fact, I ended up more frustrated than anything. So this has been a very seamless process.

Adele, if you're looking for an amazing.

Business coach, I highly recommend Mario Ficini or Bill Benner.

I can't make a higher recommendation for than to work with Mario Ficini. He has been great for me and right now I won't work with anybody.

Else except for Mario.

Hey, their words, not mine. Visit eapublishingmethodbook.com to get your copy and I look forward to hearing your transformation as our next video success story. Once again, that's eapublishing method book.com.

So I got three questions. It's time for the rapid fire and three questions. Rapid fire answers. What's the fastest path to the profits?

Relationships.

Number two. What's the biggest problem you see your prospects making in the fastest way than to fix it?

Obscurity. They could help a whole lot of people if they only knew existed. So with that get out there. It's not comfortable but you got to get out there beat the obscurity.

Excellent. Great answer. Seriously, I'm not laughing at you. We have a five minute warning, a two minute warning, and this and that. And I swear the five minute was about 10 minutes ago. And now we got the two minutes. So maybe we have more time than I thought. Hello. How are you? You're on the show. We're having fun. Someone walked up to the door and.

Yeah, that's Nico.

It's good to see you, Nico.

The third question. What's the best way to maximize customer? I've said this hundreds of times. What's the best way to maximize customer lifetime value?

No red answer when told. And I will say that because customers will tell you what they love and what they loathe. All you've got to be be is smart enough to know right answer when told and do more of what they love and stop doing what they loathe.

Excellent. What books would you recommend? Expert Authority World.

There's so many great ones out there. There's one that I want to point on that you said. It's called Thou shall Prosper. Prosper by Daniel. Rabbi Daniel Lapin. And it made me think of it when you were talking about there.

Okay.

We are blessed by to be a blessing. I'm not Jewish, but it's a great book. It's Business Secrets from the Old Testament.

Excellent. And where would you like people to learn more?

Go to interview valet.com. that's interview valet with a V dot com.

Excellent. Tom, it's been an absolute pleasure having you here again.

Mario, it's always a pleasure. Thank you.

All right, Expert Authority World. We have another great episode here today. I will see you tomorrow. Have a great day and God bless.

You're already the expert, but have you transformed your expertise into a tangible asset that will generate qualified leads while increasing profit for you 24 7? And if so, how well are you promoting it? With my new book, the Expert Authority Effect publishing method, I take you through my process step by step. Visit eapublishingmethodbook.com today to learn the seven steps to publish and promote your nonfiction lead and profit generating business business book in eight weeks. Visit eapublishingmethodbook.com to get started. Now. Once again, that's eapublishingmethodbook.Com thanks for listening to today's episode. I would love to know what you enjoyed most from it if you haven't done so already. I invite you to connect with me on my new LinkedIn. You can go to it directly at eainterviews.com LinkedIn Once again, that's eainterviews.com forward/LinkedIn. Lastly, check out the full eainterviews.com site 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 on the next one.

Have you ever thought get?

Nope.

I think this. I don't know if it's recording or not. I see a green light or a red light.

I'm so used to the music and the videos flying in and I hit the button and I don't have the clapper. But we're just gonna start this off here on today's episode 4906551. How do I start the show? 1.

Oh, I gotta intro you.

That's right.