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289: Can Media Appearances Boost Your Marketing Authority? · Imperfect Marketing

• 0:27
  Speaker 1: Hi, I'm Kendra Korman.
• 0:29
  Speaker 1: If you're a coach, consultant or marketer, you know marketing is far from a perfect science, and that's why this show is called Imperfect Marketing.
• 0:38
  Speaker 1: Join me and my guests as we explore how to grow your business with marketing tips and, of course, lessons learned along the way.
• 0:46
  Speaker 1: Hello, and welcome back to another episode of Imperfect Marketing.
• 0:55
  Speaker 1: I'm your host, kendra Korman, and today I'm really excited to be joined by Mitch Carson.
• 1:02
  Speaker 1: So, mitch, thanks so much for joining me.
• 1:04
  Speaker 1: Why don't you tell us a little bit about yourself?
• 1:07
  Speaker 2: I have been in the marketing world for a long time.
• 1:11
  Speaker 2: I don't want to share how many, but let's just say more than three decades.
• 1:15
  Speaker 2: Oh gosh, did I do that?
• 1:16
  Speaker 2: My background has started out.
• 1:20
  Speaker 2: I would say one of the most effective ways to market is learning the world of sales, because marketing and sales run together.
• 1:30
  Speaker 2: I would say I'm more of a salesperson coming from forcing my way in the door versus marketing allows the salesperson to take orders Because they're already prepped mentally and have been screened properly financially in order to have the ability to buy.
• 1:49
  Speaker 2: Have the ability to buy.
• 1:53
  Speaker 2: You know it goes back to the adage of you might have heard this expression who's the ideal client?
• 1:56
  Speaker 2: Somebody that's a starving crowd with money.
• 1:58
  Speaker 2: They have to have the capacity to pay and they want they have to want your information.
• 2:05
  Speaker 2: So my background was hard sales and door to door selling, siding for homes in Los Angeles, where I grew up and I started doing this at age 15, learning, knocking on doors, telling get the F out of here, what are you doing in my house?
• 2:20
  Speaker 2: Kid To hey, why don't you come in and have some lemonade?
• 2:23
  Speaker 2: So I had the full spectrum of responses to the invasion.
• 2:29
  Speaker 2: Later I learned another way where I became like Teflon, where rejection just meant the next door might be the one that gives me money so I can then go and spend it on whatever I wanted at the age of 15.
• 2:49
  Speaker 2: Where I learned there's invasive marketing.
• 2:52
  Speaker 2: Then we've heard the expression of attraction, marketing and selling, which became a lot easier, finding people who've raised their hands and are ready to buy.
• 3:03
  Speaker 2: When they're ready to buy, because then it's that solid marketing sets in place Order taking.
• 3:09
  Speaker 2: Hardcore salespeople get their nose bloody a lot.
• 3:15
  Speaker 2: I think there's a good place for it to learn.
• 3:18
  Speaker 2: You learn through getting kicked in the face.
• 3:21
  Speaker 2: I taught martial arts for years and there's no way you can become a good fighter watching it on video.
• 3:26
  Speaker 2: You got to step into the ring and absorb some blows in order to then know how to duck punches and kicks that are coming at your head.
• 3:36
  Speaker 2: You have to know what it's like.
• 3:38
  Speaker 2: You can't play football on your thumbs, you know.
• 3:42
  Speaker 2: You got to get on the gridiron and play and do all of this.
• 3:46
  Speaker 2: So I think the background that I have has exposed me to the hardcore selling, then later learning the art and science of marketing, because it is art and science, there are creative components and then there are scientific elements for measurement and then to know okay, lather, rinse and repeat.
• 4:08
  Speaker 2: Let's do this again and again, finding what makes people respond as opposed to jamming it in on them, because that creates refunds.
• 4:18
  Speaker 2: So my background you know.
• 4:21
  Speaker 2: Then I worked selling products on live TV on Home Shopping Network, and that is where I would call that the Super Bowl of selling, because if you're not selling per second, you're fired.
• 4:33
  Speaker 2: This was long before President Trump used that cliched saying that gave him so much of a brand, you're fired.
• 4:42
  Speaker 2: He loved that and his mouth got, you know, the big O of the mouth and I think that used, as he used that as a springboard of course to two terms as a president.
• 4:52
  Speaker 2: He used that as a springboard of course to two terms as a president.
• 4:54
  Speaker 2: He's the ultimate salesperson by example from old school persuasion selling, persuading science, some art.
• 5:03
  Speaker 2: You have to use your gut.
• 5:04
  Speaker 2: How do you develop a good gut in selling and marketing Through experience, Failing your way to success.
• 5:11
  Speaker 2: And that's maybe a little bit of a longer intro than I expected, but it just gave some background.
• 5:17
  Speaker 1: That's okay.
• 5:18
  Speaker 1: I think it's really good because I think you know learning those lessons really on how to talk to people, because I would say currently a lot of this generation or newer generations have really been.
• 5:33
  Speaker 1: They struggle talking to people, they struggle having those conversations, they're deathly afraid of the word no.
• 5:40
  Speaker 1: Because of the phone, yep, and they're deathly afraid of the word no, which is scary in itself, right, and I still remember I went through Sandler sales training and he said the only two things to be afraid of are death and dismemberment.
• 5:54
  Speaker 1: No, is not a word to be afraid of.
• 5:57
  Speaker 1: Yeah.
• 5:58
  Speaker 2: So I studied that.
• 5:59
  Speaker 2: What's the bicycle book on Sandler?
• 6:02
  Speaker 2: There was something about the bicycle.
• 6:04
  Speaker 1: You can't learn to ride a bicycle at a conference.
• 6:07
  Speaker 1: Is that something to that effect?
• 6:09
  Speaker 2: Yeah, yeah, it was a great metaphor.
• 6:12
  Speaker 1: We'll find it and put a link in the show notes.
• 6:13
  Speaker 2: You know it was good, but Sandler Sales, it's a good system.
• 6:15
  Speaker 2: It's takeaway selling.
• 6:16
  Speaker 2: You know, I guess you don't really qualify for it.
• 6:18
  Speaker 2: It's interesting, so it was a good system.
• 6:20
  Speaker 1: Takes away a little bit of the fear for some people.
• 6:22
  Speaker 1: So that's good.
• 6:27
  Speaker 1: Now get on radio and TV shows and that is really to establish them and build their authority right, correct, so let's talk about this.
• 6:45
  Speaker 1: We throw around the word authority a lot.
• 6:46
  Speaker 1: Google talks about it when it coming into search and one of their key search factors.
• 6:49
  Speaker 1: Can anyone become an authority and how do they go about it?
• 6:54
  Speaker 2: factors.
• 6:54
  Speaker 2: Can anyone become an authority and how do they go about it?
• 6:55
  Speaker 2: Well, there are ways of doing it.
• 6:56
  Speaker 2: So let me let me address a little bit of context and background.
• 6:58
  Speaker 2: Why I got into being a publicist per se is I created this model for speakers, authors, coaches and consultants to then separate themselves from everybody else.
• 7:12
  Speaker 2: It sounds a little bit cliche, but the people who invest in marketing themselves and creating that authority overused term.
• 7:20
  Speaker 2: Yet okay, show me the proof.
• 7:23
  Speaker 2: Show me the proof.
• 7:24
  Speaker 2: And it's not buying logos by sending out press releases to a bunch of news outlets and saying I was covered on.
• 7:30
  Speaker 2: No, you sent out a press release.
• 7:31
  Speaker 2: It doesn't mean you were covered on a.
• 7:31
  Speaker 2: No, you sent out a press release.
• 7:32
  Speaker 2: It doesn't mean you were covered on a TV channel, on a network television show, which is, of course, the highest credibility in the land.
• 7:38
  Speaker 2: In my opinion, being on a podcast like yours is great.
• 7:42
  Speaker 2: Network television has spent hundreds of millions of dollars on branding and it's nationwide in our union is quite a different level of credibility.
• 7:51
  Speaker 2: I mean, joe Rogan could argue that his podcast is as important probably is on that platform, but let's do a little bit of the traditional.
• 7:59
  Speaker 2: There's a different type of experience when you go in, when you have multiple $100,000 plus cameras on robots spinning around zeroing in on you perfectly, with trained journalists, with trained cameramen or camerawomen, if the term is applicable all there focusing on you on a live set where your interview is four minutes max.
• 8:27
  Speaker 2: That showcases you in a different light than going to I mean to the worst type.
• 8:35
  Speaker 2: We talked about the professionalism of podcasting.
• 8:38
  Speaker 2: You're obviously a pro.
• 8:39
  Speaker 2: I get that.
• 8:41
  Speaker 2: I was on a podcast, in contrast with a man in Pakistan.
• 8:45
  Speaker 2: He was using his phone and was lying on the side and I heard donkeys screaming outside, traffic horns and the door window was open and he had his phone.
• 8:59
  Speaker 2: Like this, that was his podcast interview.
• 9:02
  Speaker 2: So you have all extremes out there.
• 9:05
  Speaker 2: So I think it's important to brand yourself correctly.
• 9:10
  Speaker 2: Brand yourself using the platform.
• 9:13
  Speaker 2: I would never use that podcast.
• 9:14
  Speaker 2: It just went in the trash.
• 9:15
  Speaker 2: I could never use it and I asked him to remove me after.
• 9:19
  Speaker 2: I don't want my brand associated.
• 9:21
  Speaker 2: Be careful where you broadcast, do it with intention.
• 9:25
  Speaker 2: And would your grandmother be proud of you?
• 9:27
  Speaker 2: This is a little bit of a benchmark, okay, would grandma or grandpa be proud of you and smile and want to talk about you at bridge when they have their grandkid on TV.
• 9:40
  Speaker 2: Yes, they're on Kendra Corman's podcast.
• 9:43
  Speaker 2: Yes, there's credibility, there's professionalism.
• 9:47
  Speaker 2: Use the platforms that make sense.
• 9:50
  Speaker 2: And why I got into this was as a seminar promoter, producing now almost a little over 2,000 events worldwide and many virtuals, but mostly live events where people came in meaning live in person.
• 10:04
  Speaker 2: There's, of course, live virtual now, but live and in-person events.
• 10:09
  Speaker 2: I found that many people were great content experts.
• 10:13
  Speaker 2: People talked about relationships, body language, spirituality, sales, marketing, leadership, you get the gamut health.
• 10:22
  Speaker 2: These are all common topics that people.
• 10:25
  Speaker 2: How do you differentiate yourself from the other people?
• 10:28
  Speaker 2: One having a book Necessary credentialization exists with a book.
• 10:34
  Speaker 2: A series of books again separates you and puts you at a higher level.
• 10:39
  Speaker 2: Then you're in the master's degree category 10 plus books.
• 10:43
  Speaker 2: You've got a PhD, which makes you piled high and deep with books.
• 10:47
  Speaker 2: 10 plus books, you've got a PhD, which makes you piled high and deep with books.
• 10:48
  Speaker 2: But that's a necessary credential.
• 10:50
  Speaker 2: It's way beyond the business card, it's credentializing yourself.
• 10:53
  Speaker 2: Then, of course, taking it to the next level are you a bestseller in your category?
• 11:00
  Speaker 2: Are you an international bestseller, meaning in two different countries on Amazon meeting their criteria for bestseller status, amazon meeting their criteria for bestseller status, then have you been on a multitude of podcasts good podcasts, eg yours and some others that we talked about.
• 11:14
  Speaker 2: If you've been on Entrepreneurs on Fire, which is one of the biggest podcasts out there in the space, or ultimately Joe Rogan's podcast, wouldn't we all love to be on his and those are other credentialing platforms.
• 11:34
  Speaker 2: Network television, in my opinion, is the highest because it's the hardest to get on and you have to be prepared for it.
• 11:43
  Speaker 2: Preparation is key.
• 11:45
  Speaker 2: You just can't walk in and believe that you're going to be effective on network television.
• 11:51
  Speaker 2: No, you must be media trained because, for example, here in Las Vegas, there are five different networks in English.
• 11:59
  Speaker 2: There are two in Spanish, univision and Telemundo, which are also here, but there are five that are in English.
• 12:06
  Speaker 2: All of them are independent, different, under the networks of CW, nbc, abc, cbs and Fox.
• 12:15
  Speaker 2: You've got to be prepared.
• 12:17
  Speaker 2: This is live television, big leagues, and the interviews range from as little as two and a half minutes to four minutes max, because those get squeezed in between commercials, which is how they make money.
• 12:32
  Speaker 2: It's precision, professionalism.
• 12:34
  Speaker 2: You just can't talk endlessly.
• 12:35
  Speaker 2: How do you get on those shows?
• 12:37
  Speaker 2: You're prepared.
• 12:39
  Speaker 2: You've got a relevant topic that makes you interesting, so the booking agent slash producers are interested in you.
• 12:47
  Speaker 2: Let me repeat that You're interesting, so they become interested in you.
• 12:51
  Speaker 2: How are you interesting?
• 12:53
  Speaker 2: By having a book which is unique to your thumbprint One strategy.
• 12:58
  Speaker 2: Second, timeliness of topic.
• 13:00
  Speaker 2: For example, right now, ai is booming.
• 13:04
  Speaker 2: Two years ago, anything AI like I got covered on all the networks here instantly because I produced a live in-person event at the South Point Hotel where we had 563 people attending our two-day conference on chat GPT just chat GPT.
• 13:20
  Speaker 2: Now, today there are AI events everywhere, but it's still a hot topic, trending topic.
• 13:26
  Speaker 2: Trending.
• 13:27
  Speaker 2: It's not a fad.
• 13:29
  Speaker 2: That does this like Pokemon.
• 13:30
  Speaker 2: No, it's trending.
• 13:32
  Speaker 2: It's here to stay.
• 13:33
  Speaker 2: It's growing.
• 13:34
  Speaker 2: Look where the people with money are spending.
• 13:36
  Speaker 2: Third is is there a?
• 13:39
  Speaker 2: So it's trending.
• 13:40
  Speaker 2: You got a book?
• 13:41
  Speaker 2: Third way to get on some of these channels, even podcasts, is all right.
• 13:46
  Speaker 2: Does it follow a media calendar you mentioned yesterday, or is it today?
• 13:50
  Speaker 2: Is St Patrick's Day?
• 13:52
  Speaker 2: Do you have St Patrick's Day tips that anybody can apply to drive safely, or what are the greatest things?
• 14:00
  Speaker 2: Or do you have a good gadget, clothing with the latest designs on St Patty's's Day?
• 14:05
  Speaker 2: The history of your written a book on St Paddy's Day timeliness following a media calendar.
• 14:11
  Speaker 2: We have upcoming Mother's Day If you have Mother's Day relevant promotions.
• 14:16
  Speaker 2: Father's Day, oh, july 4th, we're in America, anything?
• 14:22
  Speaker 2: July 4th, back to school.
• 14:24
  Speaker 2: These are all elements and I'm going to give you a list, kendra, of the media calendar that you can share with your listeners and viewers.
• 14:32
  Speaker 2: Oh great, Thank you so that'd be a yeah, just a little gift you can put in the show notes so people know what it is, and that's a way to get in the media.
• 14:41
  Speaker 2: Those are the three most common ways if you're to go out and earn a spot, because you just can't people.
• 14:47
  Speaker 2: So you just say I've got a, I want to get on tv, uh-huh, and how interesting are you?
• 14:56
  Speaker 2: Are you trained?
• 14:57
  Speaker 2: Are you ready?
• 14:57
  Speaker 2: Have you eliminated saying right at the end of a sentence?
• 15:01
  Speaker 2: Or do you um yourself to death with people and say you know not, people have gone through my training.
• 15:08
  Speaker 2: I haven't said it once, nor will I ever, because I got a beat out of me.
• 15:12
  Speaker 2: Right, I've not had a beat out of me, yep.
• 15:15
  Speaker 1: And I so seems to be my.
• 15:18
  Speaker 1: That's my magic filler.
• 15:19
  Speaker 2: All you have to do is listen to yourself and realize was that a necessary word?
• 15:24
  Speaker 2: That's how I coach people to get rid of those verbal faux pas, Filler words.
• 15:32
  Speaker 1: Yep Filler words, so is my favorite one.
• 15:34
  Speaker 1: That's the one that's my go-to.
• 15:36
  Speaker 2: That's a hard one for me too.
• 15:38
  Speaker 1: And yeah it's, it's rough, but I sew people a little bit.
• 15:43
  Speaker 2: No ums, no, you knows, and certainly not right, because when someone says that I say left or like, like is a killer one.
• 15:53
  Speaker 1: Oh yeah, that's a killer.
• 15:54
  Speaker 1: I used to do that one Like, like and you know You're not from California.
• 15:58
  Speaker 2: What are you doing?
• 16:00
  Speaker 1: You're from Michigan.
• 16:00
  Speaker 1: I know I live in Michigan now, but I grew up all over the country, but that was, you know, when I was a teenager in the late eighters, early nineties.
• 16:07
  Speaker 1: Oh, you were like that was the thing.
• 16:09
  Speaker 1: Okay, like you know.
• 16:11
  Speaker 1: So before we started recording, we actually were talking a little bit about your, your audience, and it's very big in Asia, right?
• 16:19
  Speaker 1: So if somebody is looking to go international with their message, what recommendations do you have for them?
• 16:27
  Speaker 1: Because it's, yeah, I love the authority, I love the TV.
• 16:30
  Speaker 1: Yes, tv outranks my podcast.
• 16:32
  Speaker 1: I'm totally cool with that.
• 16:34
  Speaker 2: I'm not picking on you.
• 16:35
  Speaker 2: No, no, no but it's true.
• 16:38
  Speaker 2: Just the money was spent in branding it.
• 16:40
  Speaker 1: Yeah, exactly, and the viewership is different, like there's just a lot of stuff that goes with it and that you know.
• 16:48
  Speaker 1: Trust me, I'm not competing with mainstream TV and I'm good, I'm good.
• 16:55
  Speaker 2: It's a different platform.
• 16:56
  Speaker 1: What is best All of it, but people are very impressed when you're on TV.
• 17:01
  Speaker 2: Correct, especially my generation.
• 17:03
  Speaker 1: Yeah.
• 17:03
  Speaker 1: So I think that there's a lot of people out there that get impressed with TV.
• 17:08
  Speaker 1: I have clients all the time that they get a TV spot.
• 17:13
  Speaker 1: They're like, oh my gosh, I was on TV and let's put this everywhere.
• 17:16
  Speaker 1: And I'm like sounds good, let's put it everywhere so everybody knows, even the people that didn't watch it.
• 17:20
  Speaker 1: Sure, so that was very good.
• 17:22
  Speaker 1: But if they want to go international, what do you recommend for that?
• 17:27
  Speaker 2: Contact me and pay me and I'll make it happen.
• 17:29
  Speaker 2: Very cool, I'm not shy, in case you haven't noticed.
• 17:32
  Speaker 2: It's where do you want to go?
• 17:34
  Speaker 2: You know, buy some consulting time and I can give you the roadmap.
• 17:38
  Speaker 2: Oh, and because, like you, I don't work for free, nor should anybody.
• 17:43
  Speaker 2: It's like OK, you want to know that I can give a few tips, which I'll happily do.
• 17:48
  Speaker 2: In order to be international, you got to start here first.
• 17:51
  Speaker 2: Why should they talk to you?
• 17:53
  Speaker 2: Because you're a nice guy.
• 17:55
  Speaker 2: Nice guys finish last.
• 17:56
  Speaker 2: Okay, there's a book on that.
• 17:58
  Speaker 2: You've got to be branded here before I can take you there.
• 18:01
  Speaker 2: So the first thing I'm going to say is if you want to get on TV in Las Vegas, I'm your guy because I guarantee television, guaranteed coverage, not like other publicists who want a monthly fee with a six month contract.
• 18:18
  Speaker 2: No, you pay me one fee for a guarantee.
• 18:19
  Speaker 2: You pay me $10,000.
• 18:21
  Speaker 2: I'll get you on four channels, guaranteed with the media, training to enable you to be effective on the camera, on camera, and I've got the credibility.
• 18:30
  Speaker 2: I have my own show on NBC here and I was a pitchman on Home Shopping Network for three years Live camera work.
• 18:38
  Speaker 2: I think I'm as good as anybody to coach people to be effective on television for that four minute spot.
• 18:46
  Speaker 2: So that's how you go international is?
• 18:48
  Speaker 2: You start here, first Get your own house in order domestically and then if you want to go international, okay, it's a lot easier because you've got American television.
• 18:57
  Speaker 2: Many of my clients, my biggest market, is Singapore.
• 19:00
  Speaker 2: Many of my Singaporean clients have been able to get on their local TV channel, which is Channel News Asia, which is the government channel in Asia, by being on TV here.
• 19:12
  Speaker 2: Yes, I got them on television here.
• 19:14
  Speaker 2: They did their virtual interviews with NBC and CW here in Vegas, which I made happen for them.
• 19:21
  Speaker 2: Then they went to CNA, which is the big dog, the only game in town with the government channel.
• 19:28
  Speaker 2: Population 6 million people, small country, but rich, very rich.
• 19:33
  Speaker 2: They were able to leverage that to then get on TV there in their own home country.
• 19:38
  Speaker 2: Why is that valuable?
• 19:40
  Speaker 2: Why did it happen?
• 19:41
  Speaker 2: Because the show producers found that they are interesting.
• 19:46
  Speaker 2: If they were on American television.
• 19:48
  Speaker 2: There is no bigger credibility in our market.
• 19:51
  Speaker 2: We know this.
• 19:52
  Speaker 2: You're from Detroit, I'm in Vegas, come from LA Originally.
• 19:56
  Speaker 2: There's nothing higher than being on the morning show in New York city.
• 20:00
  Speaker 2: That's top of the food chain.
• 20:01
  Speaker 2: I can't claim that I have not been on the morning show in New York.
• 20:05
  Speaker 2: What if?
• 20:07
  Speaker 2: What I go do that interview you betcha, you betcha, yeah.
• 20:13
  Speaker 2: Well, these 230 pounds would be running to the airport.
• 20:16
  Speaker 2: I'd have a heart attack.
• 20:17
  Speaker 2: But I'd have to see it, but I would get there.
• 20:20
  Speaker 2: That's the ultimate.
• 20:22
  Speaker 2: Hasn't been necessary in my particular career.
• 20:25
  Speaker 2: But getting clients to that stage, yes, I've gotten them.
• 20:29
  Speaker 2: But you have to start in your own market or and you build up.
• 20:34
  Speaker 2: It's an ascension model.
• 20:35
  Speaker 2: Some people talk about print publications still applicable and that allows legacy value.
• 20:42
  Speaker 2: Today there are fewer publications, but if you can brag that you were covered in Forbes, you're covered in the Detroit News.
• 20:50
  Speaker 2: I don't know what newspapers you have left there.
• 20:52
  Speaker 2: Whatever it is, grab it while you can.
• 20:55
  Speaker 2: I'm sure Troy, where you're from, has something.
• 20:57
  Speaker 2: We do it might be, available.
• 21:01
  Speaker 2: Maybe your parents still read it.
• 21:02
  Speaker 2: I like newspapers when I can read one.
• 21:04
  Speaker 2: I do a lot of reading online, but I still like that.
• 21:08
  Speaker 2: I have personally been covered in quite a few newspapers in foreign countries.
• 21:12
  Speaker 2: I use that as fly-ins to legitimize me and credentialize me and for my clients.
• 21:20
  Speaker 2: We've created press conferences in Manila, which was much easier, where we had newspaper reporters come in from the Chinese publication, of which there were three Tagalog, which is their national language, and English.
• 21:32
  Speaker 2: All come in asking speakers who'd gone through my speaking mastery program, who wanted to level up their credentials, to be interviewed there.
• 21:41
  Speaker 2: And then we got them all on CNN, which was also in the Philippines, and the other channels which you've never heard of unless you've been in Asia.
• 21:48
  Speaker 2: But there are other much bigger channels.
• 21:51
  Speaker 2: In CNN CNN is the biggest name that you would recognize, but in the Philippines there are others and then getting them on radio shows.
• 21:59
  Speaker 2: Now we're getting them on podcasts, you know, and it's a podcast is exploding, it's a great platform.
• 22:07
  Speaker 2: That's why I thank you for having me.
• 22:10
  Speaker 2: It's been a privilege to be on yours and I, of course, will distribute this as more of a credentializing of my background being on your podcast and, of course, I'm going to invite you to mine.
• 22:21
  Speaker 2: Thank you.
• 22:22
  Speaker 1: And I think that that's important.
• 22:24
  Speaker 1: So a couple of things that I'm taking away.
• 22:27
  Speaker 1: One a book is definitely going to help build your authority right.
• 22:30
  Speaker 1: I don't think anything really beats that.
• 22:31
  Speaker 1: I wrote a book.
• 22:33
  Speaker 1: Even if people don't read it, you wrote a book.
• 22:37
  Speaker 2: Fancy business card yes.
• 22:39
  Speaker 1: It is a very fancy business card, which is why I wrote a book.
• 22:41
  Speaker 1: I was motivated to do so because I never intended to do that and it but it was a huge differentiator for me as I looked to book speaking gigs and talk to people more about it.
• 22:56
  Speaker 1: And then no matter really where you want to go with your business internationally, domestically what you still have to start here.
• 23:02
  Speaker 1: You have to start local and you have to build your authority locally before you can go beyond that.
• 23:08
  Speaker 1: So very cool, very great information and I think that there's actionable steps that people can take from this and if they want to go to the next level, definitely contacting you and we'll have your contact information in the show notes is a big step.
• 23:21
  Speaker 1: But before I let you go, I do have the question that I ask all of my guests.
• 23:25
  Speaker 1: That is that this show is called Imperfect Marketing.
• 23:27
  Speaker 1: Marketing is anything but a perfect science.
• 23:29
  Speaker 1: We established that it definitely is part art and part science, but definitely not all science, right?
• 23:34
  Speaker 1: So what's been your biggest marketing lesson learned along the way?
• 23:38
  Speaker 2: All right, I'm going to go back in time a little bit.
• 23:40
  Speaker 2: I'm going to pull something out of the archives.
• 23:43
  Speaker 2: 9-11 happened 24 years ago, almost 24 years ago, 23 and a half years ago to be exact.
• 23:51
  Speaker 2: I was living in Los Angeles.
• 23:53
  Speaker 2: I owned an ad agency.
• 23:54
  Speaker 2: At that time, married at that time, I was shocked by 9-11, like anyone.
• 24:00
  Speaker 2: After two days, because the world was turned upside down, I returned to my office, was walking upstairs because my showroom was downstairs All these items that we had and I had a trade show display company also where we had all the displays laid out.
• 24:14
  Speaker 2: And I'm walking up the stairs and I see a roll of toilet paper with the IRS 1040 form on it.
• 24:19
  Speaker 2: That was one of the promos we ran for a client.
• 24:22
  Speaker 2: It was part of a campaign I don't remember what it was and I said that's how I'm going to contribute.
• 24:30
  Speaker 2: As an American, I can enroll in the Marine Corps.
• 24:33
  Speaker 2: My knees are screwed, can't do that.
• 24:35
  Speaker 2: I thought I'm going to go back and I'm going to fight for it.
• 24:39
  Speaker 2: It's crazy thoughts.
• 24:40
  Speaker 2: It was just a reaction of being a man.
• 24:42
  Speaker 2: My country had been assaulted and I thought I'm going to react.
• 24:45
  Speaker 2: The better way is to come back with an economic aid to those that have been victimized due to the invasion of our country.
• 24:53
  Speaker 2: So I put Osama bin Laden's face on toilet paper and I said wipe out terrorism, putting his face where it belongs.
• 25:01
  Speaker 2: That earned me publicity around the world.
• 25:05
  Speaker 2: I hired a publicist, paid her $10,000 for.
• 25:09
  Speaker 2: She said, mitch, this is going to be a fad.
• 25:13
  Speaker 2: She warned me she was absolutely great.
• 25:16
  Speaker 2: Other publicists not so great, but this lady was honorable.
• 25:20
  Speaker 2: She's not with us anymore but she charged me $10,000 for I mean $10,000 a month for two months.
• 25:28
  Speaker 2: That was the standard rate for a publicist in LA Anybody that was good.
• 25:32
  Speaker 2: So I gave her 20 grand.
• 25:33
  Speaker 2: She got me on television stations around the world, hundreds of radio stations I couldn't do.
• 25:40
  Speaker 2: Them all Wanted me.
• 25:41
  Speaker 2: And how did I market?
• 25:43
  Speaker 2: That's to answer your question to where I had the phones.
• 25:47
  Speaker 2: Literally I had a phone room of people, everybody on staff.
• 25:52
  Speaker 2: I had 17 people answering phones and taking orders because we used a platform.
• 25:57
  Speaker 2: Television was one.
• 25:58
  Speaker 2: I was on Fox TV and a multitude of others that had come and interviewed me on in my, in my showroom, showing this and the whole background.
• 26:06
  Speaker 2: I use something I'm going to shock you.
• 26:09
  Speaker 2: This will turn your hair green Fax broadcast Back then.
• 26:13
  Speaker 2: Then that was my number go to now became illegal and you got fined and all this but I would send faxes from canada.
• 26:20
  Speaker 2: That's how I.
• 26:21
  Speaker 2: I hacked the system, but fax broadcasting was the most effective click-through ratio.
• 26:27
  Speaker 2: Click-through is the newer term, but it's called getting red ratio where people read it.
• 26:33
  Speaker 2: Of any marketing platform I've tested before or after More than chat, because everybody physically picks up a fax and looks at it.
• 26:42
  Speaker 2: Either I'm interested or I'm crumbled up, thrown in the trash.
• 26:46
  Speaker 2: But because of how we marketed and I knew fax broadcasts so well we had the phones ringing off the hook Selling the toilet paper.
• 26:55
  Speaker 2: I had t-shirts with Bin Laden being chased by the devil with a pitchfork.
• 27:00
  Speaker 2: I had targets with his face on it with the circles around it.
• 27:03
  Speaker 2: We sold all sorts of things Satan is coming for you, bin Laden and had his face like this.
• 27:11
  Speaker 2: I had a whole line of merchandise, everything we were selling like hotcakes for six weeks.
• 27:17
  Speaker 2: Then it died.
• 27:19
  Speaker 2: The interest died.
• 27:21
  Speaker 2: People went back to the normal, the new normal, whatever that was.
• 27:24
  Speaker 2: Tsa was born because of 9-11.
• 27:26
  Speaker 1: I was going to say TSA was born.
• 27:28
  Speaker 2: Yeah yeah, tsa was born, homeland Security was born.
• 27:31
  Speaker 2: They didn't exist before that.
• 27:33
  Speaker 2: These new government agencies which now are part of our lives it's been 24 years are part of our lives today.
• 27:40
  Speaker 2: They weren't then.
• 27:41
  Speaker 2: But how did I capitalize on it?
• 27:45
  Speaker 2: I acted, number one.
• 27:47
  Speaker 2: I used the right platform at the right time, right message, right time, and I acted quickly.
• 27:52
  Speaker 2: I saw the opportunity and I acted.
• 27:55
  Speaker 2: Within a week I had copycat people selling toilet paper on the street corners all throughout America who took my concept, ripped me off.
• 28:05
  Speaker 2: But it was the highest form of flattery is copying, because I had a proven concept.
• 28:10
  Speaker 2: But I was first in the world to do this and I realized the power of media or publicity getting me out there.
• 28:17
  Speaker 2: She sent how did she get me in front of the media Fax.
• 28:20
  Speaker 2: She faxed all the media outlets.
• 28:24
  Speaker 2: She knew what she was doing.
• 28:26
  Speaker 2: I faxed all the military PXs across the world, american military PXs, because it went into their stores, their bases all over the country and the world.
• 28:40
  Speaker 2: I got the list, found the right list and I faxed all of them.
• 28:44
  Speaker 2: Now that method may not be as effective or well-received today.
• 28:48
  Speaker 2: I don't even know people who have fax machines.
• 28:51
  Speaker 2: Maybe lawyers do.
• 28:52
  Speaker 1: I had one I'm going to say it's like well, it's probably been close to 10 years now 11 years and I used to get a daily fax from some news company.
• 29:07
  Speaker 1: Yeah, it was pretty cool I read it every day.
• 29:12
  Speaker 2: Yeah, I think there might be e-faxes today in some cases, but we use email.
• 29:17
  Speaker 2: It's changed.
• 29:18
  Speaker 2: So would would e-mail be as effective?
• 29:21
  Speaker 2: No, because you can click away easier.
• 29:23
  Speaker 2: You've got to have the compelling headline.
• 29:24
  Speaker 2: But my most successful sell through on any of my marketing campaigns, I would say of my history doing this Facts Very cool.
• 29:35
  Speaker 1: That's so interesting.
• 29:35
  Speaker 1: Well, and I think yeah, it's meeting people where they're at, with what they have and in a way that they don't want to look away.
• 29:46
  Speaker 1: That's why I always talk about email versus social.
• 29:49
  Speaker 1: It's way easier to scroll past things on social than it is.
• 29:52
  Speaker 1: You at least see your name and stuff on email and you can control that a little bit more and maybe entice interest within a subject line.
• 30:02
  Speaker 1: Right To get that open.
• 30:03
  Speaker 2: I'm not as good as facts, but I'm Kendra.
• 30:06
  Speaker 2: I'm from a little bit different generation than you, but you're also from a different generation than the young people who are shaking their bodies and exposing themselves on TikTok.
• 30:16
  Speaker 2: That's a different generation from you.
• 30:19
  Speaker 2: How would you market to them?
• 30:21
  Speaker 2: How would I market to your generation?
• 30:23
  Speaker 2: How would I mark I know how to market to my generation because I'm one of them.
• 30:26
  Speaker 2: I know how we think I'm a baby boomer.
• 30:29
  Speaker 2: Different.
• 30:30
  Speaker 2: You're, I don't know which.
• 30:32
  Speaker 2: You're an ex.
• 30:33
  Speaker 2: Okay.
• 30:34
  Speaker 2: You buy and consume and interact with.
• 30:37
  Speaker 2: You've got to know where your market lives.
• 30:39
  Speaker 2: What pond are they swimming in?
• 30:42
  Speaker 2: And so you have to appropriate that.
• 30:45
  Speaker 2: Today, facts, I guarantee you, people under 30 don't even know what that word means.
• 30:50
  Speaker 1: They wouldn't know how to send one for sure.
• 30:52
  Speaker 2: Well, they wouldn't know how to send one.
• 30:53
  Speaker 2: What is the purpose?
• 30:54
  Speaker 2: What is that?
• 30:55
  Speaker 2: Did my grandpa use that?
• 30:56
  Speaker 2: Is that something I'll find in the Smithsonian One day?
• 30:59
  Speaker 2: It'll be in the Smithsonian, I'm sure, along with the IBM Selectrics these are, you know, something called the typewriter.
• 31:05
  Speaker 2: You know these are all old methods, but during their time they were effective.
• 31:11
  Speaker 2: We drive cars today.
• 31:13
  Speaker 2: One time we were on buggies, horse and buggies.
• 31:16
  Speaker 1: My grandfather used to throw the Chicago Tribune off the back of the wagon and was pulled by a horse and buggy to the different news.
• 31:25
  Speaker 2: That was one of his first jobs, so my first job was a paper boy at age 10 for the Los Angeles Herald Examiner which I had.
• 31:33
  Speaker 2: I got the paper served to me flat, had to fold them twice, put a rubber band on them, put them on my satchel and it swung over the back of my rack in the back on my Schwinn bicycle and I would pedal and throw as I was going down the road.
• 31:50
  Speaker 1: My first job after college was an advertising assistant at the Center Daily Times in Center County, pennsylvania, so I think we all start in the newspaper, right?
• 31:59
  Speaker 2: Yeah, it's a good background.
• 32:00
  Speaker 2: Journalism is great.
• 32:02
  Speaker 2: You speak in terms of facts and you learn why people buy.
• 32:06
  Speaker 1: You do, you definitely learn.
• 32:07
  Speaker 1: The team there took me under their wing and I learned a lot there, a lot more than I think most people assume.
• 32:16
  Speaker 1: So very good.
• 32:17
  Speaker 1: Well, thank you again so much for joining me.
• 32:20
  Speaker 1: I appreciate it.
• 32:21
  Speaker 1: Thank you all for tuning in and watching.
• 32:23
  Speaker 1: I appreciate that.
• 32:24
  Speaker 1: Hopefully you learned something today and, if you did, it would really help me out if you would rate and subscribe wherever you're listening or watching, and if you want to connect with our guest Mitch later on, feel free to check out those show notes or the video description that's located right below this video and be sure to connect with him.
• 32:43
  Speaker 1: Thanks so much and have a great rest of your day.