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Well, hello, hello, everybody, it’s Mike Stewart. And here we are with Mike Stewart dot live, doing what I said I was going to do go live on a regular basis. And there’s all kinds of reasons that we’re going to get to in this show. And we’re gonna have all kinds of wonderful guests. And in fact, one of the dearest friends of the world of mine, a brother from another mother is our guest this morning, how calm and he’ll be on the show here in the second half. But right now, I want to go ahead and get straight into the content of today’s show. Number one, um, I want to share this slide with you. And what we’re going to be talking about today is direct response marketing, but how I’ve done it with video in the inspirations and things that you need to go to the Google and research and just understand about and, you know, look it up and just just look into these things. So let me get over here to where I control my slides. If you’ve missed
Never heard of this man right here. This is my guest today how Coleman and mine he’s been a mentor. To me in his writings. He wrote a lot of books he’s written, he’s created a lot of events. This man has created more millionaires than you can imagine. You can’t You can’t count all the successful people. People like Russell Brunson, who has one of the most successful online businesses called Click Funnels was a mentor of Frank Kern, a lot of colleagues, I used to speak on the stage with our Dan Kennedy. mentors, and they were in his inner circle and, you know, they learned direct response marketing from him. And the reason I know he used to be, you know, the real deal. But anyway, Dan was my mentor. I was honored to speak on His Gk IC Glaser, Kennedy stage multiple times on audio and video marketing. There’s me speaking at Gk I say I did it many many times. And I got to hear Dan speak about direct response marketing. And of course, I apply these principles to video.
Now I want to talk to you about what I want to go in depth with my host today. How about direct response marketing? And I’m living proof of a lot of these strategies. And and of course, there’s a lot of advertising people out there that may not agree with what I’ve said, but you know, quite honestly, I don’t care i’m, I can just tell you that text, audio and video or media text was originally done in print,
direct mail, direct response marketing was done in magazine ads, newspaper ads, before there was audio and television. And now today, there’s audio and video media, which means
there’s print radio and television is what we had until the internet came along. And now the internet is all free. But at the same time, they’re all media and what Dan says a delivery of a message. Now,
Dan said one time on stage, all businesses need direct response marketing. Now you can do other types of marketing. But he said everybody if you want to
Get to make money, you need to create a message that gets a response. And that’s kind of why it’s called direct response marketing is because the message you give motivates people to take a response a yes or no
action to a call to action. And he also said one time, which makes a lot of agency people mad is small businesses can’t afford brand marketing. And what what he meant by that was to build a brand requires a lot of exposure and frequency, and it gets really expensive. Now, if you’re on a shoestring budget, or you’re just trying to build a business, and you’re spending all this money building a brand, but the phone ain’t ringing with business.
You can pretty much dig yourself a hole you can’t get out of. So that’s why he said you can’t afford to start with branding. Now. There’s nothing wrong with building a brand. I’m trying to build a brand with Mike Stewart dot live, but I’m doing it you know guerilla style. I’m doing
a shoestring style, I’m not trying to spend a whole lot of money, I just figure over time and exposure and frequency of doing it as affordably as possible. That brand will build. But right but to start off building a brand, you need direct response marketing. And what he said one time from the stage, direct response marketing is the perfect message to a hungry market. So in other words, you have got to construct the perfect message with a call to action. And you don’t you don’t send that message to the wrong market. It’s got to be a hungry market for the problems you solve. So an example he used to say many times problem agitate solve asked for the response. That’s the formula that has made me I’ll probably millions of dollars, have been tabulated Exactly. But over the past 15 years, millions of dollars literally by just using this one formula I heard from Dan years ago, state the problem that people have, tell remind, remind people how bad the problem is.
And then explain to them why you’re the solution. And then say, if you believe on the receipt of the solution, here’s the response I want to do join my email list, go to my website, call my phone number, those are all calls to action. And if you leave out that formula, it’s probably just a branding message. And a branding message is is great. But you know, it’s like, for instance, the big advertisers, McDonald’s, I’m loving it, you know, it’s a great brand message, but you know what, everybody’s not loving it. It’s not a call to action. It’s, I know you’re hungry, and have a growling stomach really is a bad thing. So if you come to McDonald’s, we’ve got delicious hamburger fries and shakes that you’re gonna want so what I want you to do right now is call the number and get 10% off your next visit. If you’ll just call the number come in and say you saw this ad that’s the same ad off the top of my head for the same product. So yes, McDonald’s is a brand very recognizable golden arches, all those things, but we know that from years of exposure
And billions of dollars are advertising. But when you state a problem, remind people how much the problem is bad. Tell them that you’re the solution and tell them what to do next, you can get a percentage of the people to spend money with you.
And this is the one that I know makes I had people the maddest, pretty doesn’t sell words and stories do I’ve heard Dan say that, you know, pretty is, is getting gorgeous logos and graphics and beautiful photography and high end videos and all those things. But if the message is wrong to the wrong market, it doesn’t matter how pretty it is. It’s the stories and the words that resonate with a market to make them take a direct response. And one of the most powerful media’s is my passion, audio and video delivering direct response content via audio and video.
And I know this is true, this is my good friend Jim Edwards and I we did a half a million dollars on the first ever To my knowledge, video training for the winner.
It was called website video secrets we sold
about $500,000 courses over a period of a year. And in 2005, before there was a YouTube before anybody, in fact, I believe To my knowledge, I’ll take credit for it. Gemini were the first person to ever to do what was called a video sales letter. Now what is word video sales letter come from? Dan Kennedy. Dan Kennedy was talking about building sales letters that were mailed out through the postal service. And then he said, I remember one time Dan said, the internet is nothing more than direct mail with electrons, meaning it was video it was sales letters that used to be sold, sent through the post office. And then people could go look at it on their computers on internet browsers. So the same cost psychology that worked with the direct mail business work with the Internet, and we took the psychology of the sales letter and just put it in video and it became known as the video sales letter. So I believe we invented it, we didn’t get credit for it. But you know, I I’d love somebody to
prove that they were doing it before 2005 Gemini were the first and we were teaching it back then at website video secrets.
So now, I want to introduce my dear, esteemed direct response marketing brother from another mother. I’ve known this gentleman for 41 years. And we both have a common bond of music. In fact, I met how
through a dear mentor friend of ours, Larry Latimer, because Larry was selling jingles sometimes tune again these days for the internet. And how, as an amazing singer, amazing guitar player, an amazing songwriter. And, you know, he’s got a number one country record called the bird you ought to Google that in YouTube and listen to the bird by Jerry Reed. How wrote that song written a lot of great songs. He’s one of the most creative human beings I’ve ever met. And that was the day that was back in 1980 when he and I met
Maybe it was 79 but that’s what how looked like and 79 that’s what I looked in 1980 that was the night I recorded. I was cable when cable wasn’t cool for Ted Turner. So how years ago said I want to do a Mr. offline and Mr. Online partnership with you, which we have we do it in the pest control business. And that’s what we’re doing these days. So I want you to see what you can see what I look like on the left over here. So let me bring in how right now
and get them this is one of the things that that’s practicing this stuff. I’m bringing how Larry are my friend. How are you doing, buddy? I’m doing great Mike. And it’s amazing that we both still look exactly the same as we did exactly this. Don’t wait. Oh, Lord. So how, if there’s anything you have any comment on there because I know from our experience working together all these years and being friends all these years and and having joint ventures and
partnerships that have been fun and profitable.
Just as you and I are both fans of music, you know, you see my guitar behind me and I see your guitar behind you. We still love music, we do music for Pest Control agencies, and all kinds of businesses. But tell me your perspective on the direct response marketing tips that you would give folks. Well, my thunder asked that you know that my favorite subject to talk about it, I would carry this this little illustration to show you how direct response marketing works. direct response marketing is designed to get somebody to take a specific action at a specific time. And the best way to illustrate that versus brand or institutional advertising is to I like to use Goodyear. Now, let’s suppose you’re sitting at a at a baseball stadium, and there’s there’s 50,000 people in that stadium watching a game
And you look up and there’s this blimp hovering up over the stadium you watch it for hours there’s a real good chance that that that is a Goodyear Blimp. It just says Goodyear on the side of the blimp. Okay, you’re with me. Now. Let’s suppose that out of out of the 50,000 people in that stadium Mike, how many automobiles do you think are parked in the parking lot?
You know, oh, well back in the days 50,000 Who knows? housing, you know, let’s say there’s 20,000 automobiles in the parking lot. Now. How many of those automobiles out of those 20,000 do you think probably need a set of tires? And people know they need a set of tires. You know, you can go a long wayon a set of tires, it’s worn out but you know you need them but, you know, it’s not like you notice you need it.
Next day and you get them so people put off by them so, so there you got you got 50,000 people sitting there looking up and seeing a Goodyear Blimp
and and, and let’s say 5000 of them need tires. How many people during that ball game do you think are going to look over at their spouse or their friend and say
I’m going out tomorrow morning and buy me a set of tires?
Just Just looking at the plant probably a nun? Probably probably none. But let’s suppose that on the side of that blimp instead of just Goodyear it said Goodyear, but under brand underneath it it said buy two tires get to free any Goodyear store and noon tomorrow.
Hmm. Tires get to free any good
Your store and noon tomorrow. Now how many people you think might look over at their spouse and say, Honey, I’m going out tomorrow morning and buy a set of tires?
Well, I’m sure with that perfect message to the right market, the the response was increased tremendously by that call to action. All I want to hear say the response would increase tremendously, because instead of just saying Goodyear, which is institutional or brand advertising now it says, buy two tires get to free, any good your store noon tomorrow, ends noon tomorrow, that is direct response marketing.
They want you to go buy a set of tires before noon tomorrow. That’s direct response marketing and like you said, there’s going to be a significant increase in the number of people that go out and buy tires tomorrow.
That’s, that’s a just a simple example of direct response marketing versus brand marketing.
You know, my good buddy Charlie’s here and he says ugly doesn’t sell, either, you know, I have this confrontation with people who are fans of brand marketing. I don’t say make it ugly. I’m just saying, What can you afford to do first and what you know, and my comprehension of what Dan was saying, he wasn’t saying do things in an ugly manner. He was just saying, You’re taking that message and you’re invoking a response and and in fact, a lot of things that he did were you know, when he said pretty doesn’t sell what he meant was is pretty alone if the message is wrong. I mean, you know, and that’s a great example that Goodyear Blimp we know that logo we know the blimp how many you know
How many tire companies have a blimp? You know, good years the only one so you don’t say the Michelin blimp, or the blimpy sandwiches blimp, you say the Goodyear Blimp. So they threw millions of dollars of exposure have associated blimps with their brand. And if you asked anybody in the football stadium, so that logo up there, what do they sell? Well, everybody knows they sell tires. But by adding that direct response message, a first can invoke a sale. And then when you start getting momentum and sales, then you can start building building that brand. And in some cases, there’s some people that, you know, if they’re growing their business and getting profitable,
that that brand expense may not be as important. You know, it’s like one of the things we talk in pest control. There’s an agency in the south of the United States I don’t know if they’re all over the United States but cookies pest control, they and they got a slogan looky looky looky here comes cookie.
Cook’s pest control.
And but it’s not an that’s a great brand and the world knows that brand. But when people are wanting to get rid of their problems, they’re going to go to Siri and go, Pest Control near me. And if cookie doesn’t come up, they’re going to get somebody that, you know, looks like they’re going to solve their problem. So those are the
those are the kind of things that, you know, the direct response market is good, but you know what is going on right now, I thought I’d throw this little slide up here. If you want to get some more of how Coleman’s wisdom Be sure to check out pest control, marketing podcast.com. And of course, every second and fourth Monday of the month, we are doing Pest Control marketing dot live.
Even if you’re not in the pest control business, there will be something that you can use for your brick and mortar business or even your online business. Because what we talk about passionately, is a direct response marketing, how we’re getting we’re getting a lot of comments here, but
Is there anything else that you want to
want to share about response marketing, number one, my Pest Control market and applies to any small business, any small business, not just pest control because they all basically the rules and laws of marketing and communication are the same, you know, but
going back to the prettiness the pretty doesn’t say Oh, glitter doesn’t say, oh, shiny doesn’t sell bow use sales. That’s another way of saying it. But you know, what has sold more
items than anything in the history of advertising? Black ink on white paper?
Yeah, black ink on white paper sales letters,
sales, you know,
people reading about products, and a lot of times, people tend to get things designed graphically so that the graphics totally overpower the message and the
Message doesn’t get read because people are too busy with the graphics and when that happens, you lose you just lose. You lose the sales
Well, you know, the whole purpose today is like I said is is to maybe stir up some controversy.
You know, everybody doesn’t agree with us All I know is for my business and I know your business. We are bigger fans for small business
using direct response and you know, there’s a lot of big business I know when we were on your show earlier today we were talking about
Mike with my my pillow calm. I mean, you know, there is a national brand, but his ads are just chock full of direct response, more direct marketing response triggers, you like to call on the response triggers once you talk about response triggers a little bit before we take some questions here. Well psychological buying response triggers your buying buttons or simply words, phrases
graphics that generate a buying response that makes somebody you know, in the early days when I went into the pest control business, you know, over 30 years ago back in 1990, I was in the Yellow Pages because there was no internet. And I put
a do together page, I do a lot of pest control companies in there. And that was a that was the Internet of the time. And when people would call and I would always ask, Well, how did you?
How’d you find out about me? They’d say, I found you in the Yellow Pages. And I would ask the question, well, because I put my name on my yellow page ad at the time, I really didn’t know how important that was, but I just thought it was cool. I was proud of my name and my company. So I put Hal Coleman. So I would say why did you choose my ad over the other ads? And they would say, most of the time that said, what could you had your name on there? And I felt like I knew somebody there that I could ask for. So
Putting your name and especially your name in a face attaching that to your company just like my Glendale did with my pillow just like Lee Iacocca did with Chrysler just like Dave Thomas did with
Wendy’s just like Colonel Sanders did Colonel sands putting a name and a face with a business is a response, you know, that generates a buying response from people, that one thing pushes them over the line and causes them to swipe a credit card. A call to action is a response trigger a powerful when rather than just putting your phone number,
give them a reason. Tell them to call now. And why should they call offer something of value to them free that they can get to help them without having to actually buy from me that’s another powerful response generator. An unbuilt a guarantee is a response generator though the longer the stronger the more response you get. So
There are all kinds of words and phrases
that generate your buying response. That’s the that that unlocks that buying vault in people’s brain and they say, Ah, yeah, that’s the reason I want to do business with you. And there are a lot of them. I actually have a
workshop I do you know, the top 12 buying response triggers that you should be using in all of your marketing and advertising and sales presentations.
Well, we got time enough for a couple a few questions. My good friend, Tom Brooks is here with a great question that I want you to address. And I’m gonna address and this is your chance, if you want to get a question in. This is what Tom says how I says what’s an easy way or best way to track your advertising effectiveness. And you know if it really works, well, I want to tell you something that that I highly recommend from the online side is, you know, number one, coupon codes and other words. In fact, in today’s livestream,
I’m going to have a coupon code that is only available from this live broadcast or from an ad. So, tracking coupon codes, I used to tell my clients in video to offer something of value for free at the end of the video, and in fact what it would be, it could be like a free hour of time or a 10% discount, or, you know, anything that says, Look, if you like everything I’ve told you in this video, here’s what I want you to call me and say, I saw your video and I will give you absolutely free this bonus. And when somebody calls or emails or responds with a coupon code or any of these tracking mechanisms, and the only way they could have found out about it was in either the ad or the video or the sales letter. And and then of course, my good friend Charlie Martin hairs here he’ll remind me there’s several
phone tracking systems out there. They’re very cheap.
So in other words, you can give out a phone number that will redirect from that number to your main phone number. And then, you know, you get a report of how many people call that. So in other words, if you put in your ads and your audio ads or video ads, your websites and you use tracking numbers, and then of course, the biggest thing that most people don’t configure, monitor or watch is Google Analytics, Google Analytics will let you know you know how many times people watch videos, YouTube gives you all kinds of analytics. So there’s plenty of tracking tracking mechanisms to let to know what works and what doesn’t work. And what about you how what do you think Well, there’s there’s one thing especially than my industry, which is a home service type industry
that overrides all of that.
And that is to ask this question, how did you find out about me
all boy that’s that’s really Mr. offline.
Right there 12 o’clock How’d you find out about me? I saw your Billboard. I got your thing, your flyer in the mail. A friend of mine referred me to you. I saw your ad. I found you on Google. I saw your all your review just ask. And, and I always had my my technicians with a little monthly sheet on their desk taped to the death. There was a little column
you know, internet billboard truck referral from real estate agent referral from neighbor referral from current customer, we had all these categories and when they talk to us, all they just do is put a check mark down there. It was so easy to track and at the end of the month, we added them up and and we knew where our business was coming from. And and then we knew which areas that we should be spending more time and effort. And you see, we knew where the fish were being caught. So we spent more time fishing in those places. You
You might say, so I get it. You used to have human beings with pencils and paper tracking it. Yes. And I’m recommending electronic computerized ways of doing it while you sleep. Is that what they’re saying? When I went in business my guys use quill pens.
first customers, right 98 or 99% of my business comes from the internet thanks to you over the years beating me and kicking me and dragging me and humiliating me for 40 something years until now.
I have my own live streaming show also, but but still when people call say, they say I want to talk to you about your coaching. I said, Great. How’d you hear about me? I’ve been listening to your podcast for a couple of years. I watch that TV show you did with Mike Stewart the other day, or I found you online and I found
Some of your blog articles online or I’ll watch your YouTube videos. It’s all online with me now, but I still never failed to ask that question. And and you watch a podcast? Oh, yeah, which episode Did you watch? They, they tell me they love to talk about how they found you. So I never failed to answer that, to ask that question. And they always tell me exactly how they found me.
Well, I’m gonna do an old school thing right now.
So that if people want to get ahold how, and have a conversation with him, there’s his online presence Pest Control marketer.com. And this is old school, George’s area code phone number that he’s had. Since I can’t, that you had that phone number 41 years ago, didn’t you? Oh, I had that phone number since 1974 when I got married and
That just shows
How far we go back my first one my first wife Lynn and I
had that phone number and Lynn and I still have that phone number 45 years later
well you know how you’re you’re just a
library of amazing direct response marketing you’re an incredibly amazing musician and singer and songwriter and and for the folks that don’t know how can sound just like Willie Nelson fact you gotta go listen to the bird by Jerry Reed go YouTube that and when you hear Willie singing, there is a chorus what I’ll show you what he looked like when he’s saying that
I was afraid that might offend Wally and at the Music Awards. We both went on stage together to accept an award for that song up in Nashville and I asked him I said, I hope that didn’t
offend you or any anything that that I was doing a satellite view and and i
I’ll never forget his answer. He said, Man, knock me out.
Well, you know what that that’s a
that’s a that’s a that’s a bucket list dream there. And that’s what how look like when he was singing
the bird. And that’s what I look like when I was trying to figure out what I want to do when I grow up. And so later on
and we haven’t changed a bit. I haven’t grown up that’s that’s exactly what’s happened to me. So I’m going to look at these comments one more time. Folks, you got Hale here right now if you got any other comments or questions, I like what Tom said here brand plus offer expiration date increased equals sales. Tom is a great marketer out on the on the list. Steve Clark, you say the left coast I think he’s out there in Oregon somewhere. So Tom, glad you’re here. It’s great radio guy, great marketing guy.
Our good buddy, Roger Wilson. We all know Rogers is how’d you get all those words on the blimp? How’s that
I think that’s a that’s a private one on one call with the two of you. Yeah, you’ve got to have a tall ladder Roger, a tall ladder and a big paintbrush. A tall ladder the big thing I think they do it with electric lights out I don’t think they use paint brushes and tall ladders. Well listen folks, thanks for attending this episode of Mike Stewart dot live brought to you by dot live secrets go live repurpose an archive. This is all about content marketing. I mean we love it. I love this interactivity I haven’t people show up. So share us with your friends we’re going to we’re in Apple Spotify. We’re going to be everywhere watch the replay and one of the things that’s great about this the minute we’re done, the replay is available warts and all because this is live television through the internet. So until next in two weeks 10am Central Time Mike Stewart dot live is the channel 10am Monday morning second and fourth Mondays and be sure to check out Pest Control marketer dot live with how there’s plenty
Great information there. I was glad to introduce and have you as one of my first guests on this new show. This is my second show. How had Jeff herring last week. Go back and watch that show? And would you come back if I invited you someday? Oh, I’d love to. This is fun, but I’m wanting to do jail before you had made.
Well, okay in in the scope of technophobia. Man, you know, in the scope of technophobia. Jeff has his own story and you’re 100
All right. See you next time, buddy. Appreciate it. Bye bye.
Michael Stewart 0:10
Hello, everybody, welcome to Mike Stewart dot live the premier show about audio and video marketing. And I’m here I hope we get people getting in their seats. Try to get a good audience for this. But you know what I’m excited to start something that I really believe in is the future of online video and audio marketing. And I want to share with you some of my thoughts and of course tell them today’s show. I’ve got my dear friend, Jeff herring, his AI expert guest talking about content marketing, and some crazy stuff he’s doing with medium. So anyway, let me go ahead and share with you. What’s what I wanted to share with you. Why am I broadcasting live? When I’ve known how to do it for years, why am I getting excited now? Well, I’ll tell you what, I’ve been making audio and video training. And I’ve been involved with audio and video since 1979. And more importantly, I’m passionate about what you can do with the tools to make audio and video content. I mean, I was teaching the software 20 years ago of Camtasia Studio maker and, and you know, whatever made video from the internet, I was always trying to stay on top of it. But you know, that all stemmed. In 1995, amazingly, 25 years ago, kind of around the beginning of the internet, when David Letterman had Bill Gates on that show, and there was something I’m gonna share with you in a minute of how the history of that which was my aha moment, you know, and I’ve watched online video,
Michael Stewart 1:41
grow. One of the first things I remember seeing online back in 95, and 96 was frog in a blender, you got to look that up. It’s funny, but it proved to me that the internet is radio and television, which is something I’ve been involved with my whole life. And I was one of the grandfather’s of making audio buttons on websites, and I talked How to make CDs and DVDs. And I was one of the first people to do a video sales letter. And then I realized that teleseminars were like radio. And then of course, it just it just kept audio and video marketing just kept getting better and better. In fact, today’s guest, Jeff herring, showed me facebook live back in 2016. I said, Oh my gosh, live television. It’s here the ability to broadcast all over the internet through Facebook was, you know, really, so already four years old, and I got excited about that. And of course, what I was looking at things like Meerkat and Periscope and blab and Facebook Live. And I got excited about the mevo camera which was a camera that allowed you to do live streaming television, Facebook, and you know Meerkat went away Periscope, got bought, still around, got bought by Twitter, blab I think went away but Facebook Live, you know, it’s still it’s still existing. The Meebo still exist, but it was clunky, it It wasn’t what I thought it would be. So what’s got me excited to get it back to it. Well, the website that I’m using right now join stream yard comm What do I like about this? Well, it holds me to a schedule, that’s number one, two, it becomes content that I can repurpose, and I repurpose it as a blog post as a podcast as a YouTube channel content as Facebook Live content, it becomes social media that can be shared. So you know, even though I knew how to do these things, procrastination set in and you know, and I didn’t do these things I didn’t I didn’t stay on top of these things like I should have even though I didn’t know how so that’s why I’m doing it you know, even if nobody shows up not can tell there are people here watching and thanks for being here. But at the same time, um, it’s forcing me to create content, which is what I what I love about it. And, and the other thing I want to tell you about why I believe the internet is radio and television back in 1996, or 95, for that matter, Bill Gates was on the david letterman show. And I’d been a student of watching late night television for years because being out of radio and television, I actually met at the big seminar in Atlanta, the guy who was head of the audience development for the david letterman show. And he said, anytime you want to come to New York and watch the letterman show be taped in front of a live audience, just call me email me and I’ll get you in, you know, you’ll be guaranteed to get in that day. So I took him up on that. And I went, and I watched late night TV being produced. And I mean, these guys are masters, that you know, what I loved about it is they started at 530 in the afternoon, and it’s 630 right on the dot. They were done. And they had a template and that template for late night television was built back when Johnny Carson and Steve Allen started the tonight show back in the 50s. And TV shows have created templates. So I started noticing these templates that television did and one of the things that they did that I Learn from and you should learn from scheduling they at 530 they start taping, they did it in front of a live audience. And it was consistency. And if they made great content, they could get sponsors. And they could get advertisers. And that’s how they made money from it. That was the model of television. And great content stayed on TV and content that wasn’t watched got cancelled. That was the model. Well, let’s look at the late night TV templates that we can use today. The templates that I was inspired from, number one, late night TV opens with a theme the Johnny Carson thing, the david letterman theme every late night TV show has a music opening thing. And then they usually do a monologue and then they have an audience guests or regular bits. You know, I remember I don’t know if you if you’re in America and remember Johnny Carson, but he had carnac David Letterman had Larry bud Melman, he had stupid pet tricks. He had the top 10 list. I mean, he had all these regular bits People love, then they came to expect, you can do the exact same thing. But you have to build a template. And then what they did, and in television every eight minutes or so they break for a word from their sponsor. That’s how they make money. So that’s, that’s a model of the template. And then they would have usually a couple of celebrity guests. And those guests were usually plugging something. And in fact, one of the things they did that, you know, it was interesting me back in the old days with Johnny Carson, there was a microphone sitting on his desk. Well, why that was, that was the microphone he was talking over. And even to this day, all the late night guys have a microphone setting on desk, you know, because that became the template. Most of them are not even using that microphone. They’re using lapel microphones. But the truth was, that became the template that people expected. Then they might have a musical comedian guest who was lucky if you got to set with Johnny. And then they play their theme out and the shows were either exactly 90 minutes or 60 minutes. That was that’s the template that has been been used for the last 50 years. So we as Internet audience, In Video marketing people can learn from building late night TV tower templates. For instance, my dot live template is my opening thing you just heard it, but it was my search term jingles. You Google Mike Stewart dot live, you’re going to find me. So repetition of this jingle helps people know how to tune me in. And then regularly skin’s scheduling. I’ve decided to readily schedule my shows on the second and fourth Monday of every month at 10am Central, and keep it to around half an hour. So now I’m not as strict as real television. But I’m going to do what I’m doing right now audio and video marketing thoughts and tips based on my experience, and based on what things that work for me. And then I want to have different expert guests. And I and on the first I’m honored to have my first expert guest Jeff herring, who’s in the green room right now and I’ll bring him out here in just a moment. But you know, and let them talk about audio and video and content marketing strategies that Everybody should know. And then, just like in regular television, I’m not going to do 100 commercials. But I’ve got to have a sponsor on every show. It’s my show. I could you know who the sponsor is going to be something I do something that you could do, and then have more tips from the guests. And then have audience q&a. I see there’s people here will get in the chat box, and you can submit a question and if you don’t submit a question, well then you watch the replay and you don’t get your question answered. So that’s the purpose coming up live. It’s great to have the energy and no one somebody is here live. And then you play the theme song out which is once again my search term jingle mic store dot live audio and video marketing. So that’s my that’s my format. And then like I said, it’s the SERP term jingle out. Now one other thing I wanted to show you and then I’m going to bring Jeff on is
Michael Stewart 8:51
one of the biggest moneymakers for you for me is my radio show or my podcast that I do with my partber Hal Coleman which by the way, how will probably be my next guest. We have built an authority by podcasting to the pest control industry. And this podcast because we were consistent. We’re up to Episode 90 right now. And I know some other folks. So like my good friend, Tom Antion, he started a podcast and he’s up to Episode 300. It’s the consistency and the regularity and using the internet to make this content marketing work. So, you know, I didn’t do one for myself. I mean, I’m guilty. I’m the first one to tell you, I procrastinated. And I knew how to do it. That wasn’t the example. So I’m forcing myself because of now having a live television show. But this was this is our podcast. And in fact, when I told how about this, look for Pest Control marketing dot live being launched in two weeks. But this was the exciting thing. You know, the reason I developed this dot live strategy that I’m doing is because I’m a musician, I’m here in Nashville hand if you see my gold record, hanging behind me That’s from Pac Man fever. And we tested creating a live stream, which we did with all of the members of the original band, we created a Kindle book. And because of the PR and the relationships that we built with our fans, you know, we got featured in the Atlanta Journal Constitution, about our book and about our live stream. All I’m saying is it made me realize, oh my gosh, this is not just a webinar where it’s just a slide and a voice. This was a television show, it was the ability for me to, to switch the camera, which like I can do this, I can make this mean bigger, I can switch back to the screen, I can do all I can put the screen full. In other words, that switching is what makes it like television. So I was telling some colleagues about now about a week after this happened, and they were going to create what was called click seminars.com, which was basically a world Worldwide worldwide seminar, but because they can’t meet in person because of COVID they said we want to do it through zoom. Now, I don’t have anything against zoom or GoToMeeting or GoToWebinar or Webinar Jam or webinar geo. There’s lots of great products out there. I don’t have anything against them, but they’re not television. That’s and that’s what I shared with these guys. And it was amazing. People were like, how you doing this, it’s, it’s awesome. So it just made me realize the dot live concept works. And that’s something that you know, I’m said you know, not only am I going to teach it, I’m doing it myself. So any rate, so there you go, you can see the the dot live website, and if I refresh it, you can see I don’t want to hit the play button there. If I hit that play button you’d you’d hear an echo and a delay. But the main thing that is this is my television channel, Mike Stewart live, just like when I was a I used to watch David Letterman, he was on NBC. He was on 1130. Every night at 1130. He was either playing a live show, I mean, our show that was taped that day that was current, or maybe they played a rerun. But you know, there was no archiving, there was no TiVo back in those days, if you missed it, you had to wait till they ran a rerun. But the whole purpose of this is to get subscribers to my YouTube channel. But more importantly, surround people with links to my products, and build my email list. So that’s the purpose of live streaming that I see. So this is content marketing. This is based on the Gary Vaynerchuk content marketing model. And right now, I’m going to pull my screen out. And I’m going to introduce to you my friend, my colleague, one of the best content marketing teachers in the world, Mr. Jeff herring to the stage, Jeff,
Jeff Herring 12:52
how you doing, buddy? Doing well, sir, thank you. As you predicted, I’m honored and excited to be here. Especially to be your first guest, but you didn’t tell me I was gonna wind up a little dejected and sad.
Michael Stewart 13:06
Why is that?
Jeff Herring 13:07
Well, you were talking about the things that got you originally excited about this and, and you left something very important now.
Michael Stewart 13:14
Well, you know because this is live. Yeah, because
Jeff Herring 13:18
here’s what we’re gonna do take me off the screen for a minute. Okay.
Michael Stewart 13:21
All right. Take me off the screen for a minute. All right, yeah. All right now what do you want Jeff? All right. Oh, no wave when you want to come back.
Jeff Herring 13:50
Wasn’t that one of the things that got us excited way back in the beginning of all this.
Michael Stewart 13:54
You know, it was the fact that that young lady took her cell phone Sitting in her car, and she made a piece of content. Right, went viral. That’s right. And it proved, I mean, she had millions of views. And we got late night television. I mean, but you know, the thing is that’s not controllable and predictable. And, and it just showed the possibility of distribution. It showed the possibility of content that people can like and share. You know, I mean, I don’t know how many times people have asked me, can you help me with my social media? And I said, Well, what kind of media are you making? Is it worth being social?
Jeff Herring 14:35
media? and film? No, you need to know give Mike a hand here because he had no idea I was gonna do that.
Michael Stewart 14:43
Oh, absolutely. But that doesn’t matter. That’s what’s beautiful about this. This is meant to be entertaining, educational, informative, and it was. And it was it was, I mean, okay, what’s the significance of this shirt? You want it? You remember that, Jeff?
Jeff Herring 14:59
I know exactly. What the significance of that shirt is?
Michael Stewart 15:03
Well, the I’ll tell the story. This is the shirt I wore the day that Jeff walked on stage and spent money with me when I did
Jeff Herring 15:11
it Sunday morning in big seminar, there’s about 500 people there, you’re on stage, we’d met one sort of Tom Antion event. And because I remember your voice is starting to get a little choked, and I get a hand you a glass of water, and you’re like, how do you know because you were presenting? Well, you know. And so you are asking for a volunteer to create an audio on stage around your expertise, and you got to use your domain name and I’m thinking there’s 500 people in this room. I’m brand new. Oh, hell, yeah. I’m doing this and hardly anybody else was raising their hand. I thought they were nuts. I’m back there going.
Michael Stewart 15:48
Well, you know that the lesson there, Jeff is, is that we created content. we advertise products. I that was one of the most the day I wore the shirt was one of the most profitable days of my life. That day, it was it was it was amazing. And it all but you were an action taker. You were the guy that followed through with everything and that’s that’s one of the you know it’s like I’m sitting here talking about you know live streaming is a passion of mine and and I haven’t been doing it you know I bought a Meebo when I tried to use it it was it you know, it was advertised that it would do all these things and and I just don’t think you know, you know, I’ve done in front of my phone like this and Hey, it’s Mike Stewart and I’m live I’ve done music I’ve reported in and I’ll just be honest with you it’s very lonely to livestream like that it’s it’s a sweat
Jeff Herring 16:39
doing it. You get to bring people in or multiple people in and and talk with the folks over here I see Jean and Bill and Lynn and all kinds of folks over there.
Michael Stewart 16:49
Well, that’s what I’m saying is it’s we’ve got people from all over the world and and we’re able to interact with folks. And the big deal here is is that as Everything prior to now wasn’t television, it wasn’t a television template. It wasn’t the ability to have a format and it in the biggest thing that I love about it, and that’s what I want you to really get into detail about is repurposing content content marketing. I know that that content templates is your wheelhouse, and it’s what makes a great living for you. And, and the folks that are and for your students. Absolutely. And, and, of course, the whole purpose of this whole purpose of the mike Stewart dot live show or any other dialogue show that should be is build your audience, teach them something of value, entertain them, and then you have the right to, uh, you know, refer people to your sponsors. And the sponsor, in my case, are my own products, my own services, my own trainings, or by affiliate relationships. So Well, I’ll tell you what I’d like to write at this point. I’m gonna have a word from our sponsor, and when we come back, let’s dive in into the content repurposing that you’re doing with medium I’m sure people would love to hear about that I can put on and while you’re doing that,
Jeff Herring 18:07
Michael Stewart 18:08
so So for right now, here’s a little word from our sponsor. Hey Mike Stewart here with the mike Stewart everything club today’s sponsor, you know it’s a way for you to own all of my products for one low monthly subscription price. You know, I looked at the Netflix model, they charge you a monthly fee and he gets you access to all they do from now on as long as you stay a paying member so you can go to the website Mike Stewart everything club calm and watch the video to learn more about it. But basically for 1997 a month, you’re gonna have access to podcasts install, mastering mobile video, instant video blogger. Easy follow up video, tablet video membership sites, to book things over 500 tracks of legal music using YouTube videos, sales videos and podcasts local domain reseller how to make money every month selling domains of hosting through GoDaddy and marketing wisdom from my partner how Coleman and myself with the next level Mark Getting workshop plus coming real soon, I’m going to be selling dot live secrets for 497. And as a current member of paid member, you’re going to have access to that as well. Plus a whole lot more in the works. And it’s all included with your monthly subscription to my storage everything club, so be sure to check us out. Mike Stewart everything club.com
Jeff Herring 19:29
Well, we’re back. Alright, hats off. Because that that was pretty cool. That was pretty
Michael Stewart 19:35
well, you know, it’s based on the television template. This is not a webinar. This is not this is kind of a webinar but no, this is a television show. And and the thing that’s, that’s exciting to me now, is it works.
Jeff Herring 19:52
You can have unlimited audience. So I mean, I’m starting to build my audience and one of the things that everybody here should get people to subscribe to YouTube. Have channels subscribed to your Facebook feed, but more importantly, learn your location or your channel and your broadcast time. So let me bring up your screen here, Jeff, or do you want to talk about a little bit about content marketing and medium first, you can go ahead and bring it up. And we can use that as a vehicle. Because she wanted my jobs. For the 13 years, I’ve been doing this full time as a content creator, because everything’s based on content. I remember one of the very first times I spoke in public at an internet convention about content, the promoter pulled me aside and said, You know, my whole business is built around content. And I said, Well, yeah, I know. They’re like, how did you know that all my staff is sworn to secrecy. There’s, there’s non disclosure agreements who don’t have to fire and I was like, calm down. Everybody’s business is built around content. And the promoter said, Well, I know that but I just keep it a secret. And I said, Well, I don’t you know, I’m out here as a content, evangelical, I guess, you know, look at For the places the best places for you to put your content for you to publish and repurpose your content. And years ago, it was easy in articles and that was good, but it faded. And, and so we’ve been playing around searching for one for years and, and 10 models and one of my students, it’s now a business partner came to me, beginning of the year and said, if you’ve seen what they’re doing over at medium, I said, Well, no, I played around with it for a while. And then, you know, you’ve kind of went away from it. What are they doing? They said, well, they’re paying you to promote your content. I said, Alright, let’s hop on a call and tell me more about this. And I said, Okay, I want you to come in. I invited him into the mastermind. He was he was already one of my mastermind, students. I said, I want you to present this to everybody. And he did and then had to run go pick up a kid and they were all saying Timmy to do a course Tim needs to do a course. And I told him that later and he goes, really do I need to do a course. Are you serious? And I said let me tell you how serious I am. Tim I said if you don’t, I will Because that’s as I saw the potential there. And so we partnered together to do this. And folks, here’s what I want you to do. I want you to imagine if somebody took the best of YouTube, Facebook, Twitter, LinkedIn, Instagram, and Pinterest, rolled them all into one created a huge platform and authority site platform where you could promote your content and get in front of your ideal, perfect audience. That’s what medium is. Now, let me sweeten that just a little bit. We ought to be doing that stuff anyway, creating content, getting it out there to promote our business. Guess what medium pays you to do it. So they pay you for what you’re already doing. Okay? So it’s amazing. And what you’re looking at here is the platform of medium and this is my particular profile. Every single person gets one like this and we show you how to optimize it. But what you see here is is a picture stolen from my favorite Christmas shot from this past year. And then here is your little profile 160 characters kind of reminds you of Twitter. Well, this was started by one of the same guy that started Twitter. But notice struggling struggling with creating content. I provide tools, templates and strategies to make content creation easy. No variance necessary. Get 21 fresh content ideas calm. So that’s a live link. So Mike, the cool thing is, before they’re ever even looking at my content, they’re joining my community. I’m list building here. I’m building an audience here. Now as you scroll down, this looks a lot different than some of the old platforms. This looks like. Excuse me a blog. In fact, this is going to be my blog on my new website, and you get to have a featured story. Okay, and we Teach that you kind of tell your origin story. And mine is how I traded my couch for a mouse because I used to be a counseling psychologist, and then you’ve got the latest. Okay? So on and on it goes.
Jeff Herring 24:14
And let me
Jeff Herring 24:16
let me refresh that. Because there it is. There’s, this is the one, this latest from this morning. consistent content creation. The cool thing is you could talk about other stuff over here that you’re into to here’s problem solving your next argument. And on and on it goes. So by sending people to this link, now I’ve got a separate link that I forward they’re called columns by Jeff calm or stories by Jeff calm in conversation and interviews. You can send people here easily, and they can consume all your content that drives them, to your OPT in pages to your profit pages, etc, etc. And you’ve noticed to hear now me smiling back up the last month that there were statistics for here’s, here’s how many unique visitors medium received, because they’re in the top 100 on the the traffic measuring place called al XA comm I don’t want to say the word or mine will start playing there in the top 100 and they got the last month there’s records for 106.71 million unique views that month. Okay, so you’re getting in front of that many people with your content and getting paid for it. They also have something over there called publications, where people start publications either in your niche or, or one that includes your niche, and you can get in front of a brand new audience and you’ve got an instant audience. The one that is tearing it up over there is called illumination. It is the fastest growing one in just three months. They they broke 15,000 this morning. So you’ve got an instant audience of 15,000 people interested in your stuff. Okay? So every day that I post something new here, I’m getting more people watching more people listening, more people viewing now, I said something really important there. I said watching and viewing. Did you catch that mic? Yeah, yeah. Okay. That means that you cannot only put your content up here your text up here your articles or columns, if you will, you can put your audios you can put your podcast you can put those of you that have YouTube videos, we teach you how to put every single one over here and tell a story around it to drive more traffic. And you can do a mix. You can do a audio with with text, you can do a video with text. There’s just so much you can do. Kim and I like to think of it. This is great. big giant marketing onion, that every day we peel back a little bit more and bring it to our students.
Michael Stewart 27:07
You know, it’s amazing how time flies when there’s so much stuff you want to talk about, I’m gonna have to have you come back and have been a guest again on the show. Because I think what we need to do right now is maybe see if there’s any questions, and then talk about if people want to get more information from you and maybe see what you’ve got going on and
Jeff Herring 27:24
just call a PAL and tell him he’s out tomorrow or next week, and I’ll do the next.
Michael Stewart 27:29
Well, I probably wouldn’t do that. But I said that, I’ll be glad to tell him you said that. So, right now, folks, we’ve got another five or six minutes on the show here before we got a caller today because you know, one of the things we you know, I learned this from Jeff, I respect your time you could have been a lot of places but you chose to be here live. So we want to respect your time on these morning shows. We don’t want to run too long. There is a button below this video that goes to this link to where you can Get a whole lot more information on what Jeff’s talking about. I mean, when I met Jeff, he was doing evening articles. And now you have just exploded it and gotten excited with repurposing content. In fact, I’m going to be repurposing these Mike Stewart live shows on medium that’s going to be the reason I’m doing it. When I get done with a show. It’s on my website. It’s already on Facebook. It’s in YouTube. But more importantly, I can repurpose it in a multitude places. Get it transcribed, you name it. So this is your chance. If you got any questions.
Jeff Herring 28:33
Comment, Philbrick field comment.
Michael Stewart 28:36
All right, we’ll find it here. Um, I’m looking for it. This one?
Jeff Herring 28:43
The first one that one down towards the bottom right next to Lindsay’s.
Michael Stewart 28:49
Let’s see here. Okay.
Jeff Herring 28:51
Yep. Jeff and Tim’s medium courses like studying marketing, paleontology. The layers are endless. That’s a new one.
Michael Stewart 29:00
Questions, guys. All right. Well, here’s a good one from a doctor, Bill. Good to see you here. Dr. Bill. He’s one of my best friends and clients and you talk about somebody who is an action taker.
Jeff Herring 29:12
How do you sign up for medium? It’s pretty tough bill, you go to medium COMM And you sign up in the upper right hand corner, there’s two choices, there is a free version, okay, for which you’ll be able to view like five or six articles a month. And then there is a paid version to which the whole entire universe of medium opens up to you. And it is a whopping $5. Okay. So and we don’t i don’t get anything from that. It all goes into medium. However, the first thing we teach our students is how to structure their content. So the first thing they do every month is make that $5 back and then make a whole lot more from there. We’ll look at that. The The man the myth the legend Daniel Hall.
Michael Stewart 30:02
Yes Daniel Daniel needs to be a guest on here talking about all the crazy stuff we’re doing. I love this question. You’re gonna love this. Why stop with Jeff now this is getting great. Well you know why because television sticks to a schedule.
Jeff Herring 30:18
Pay Pal your your your payment later.
Michael Stewart 30:21
You know I you know I tell you how you don’t have to stop with Jeff. You go to content cash created farm slash micro, you click the link right under this video right now. And you do you will get more Jeff than you can imagine. He’s right. Right right now. Right under here, right under here. Right on here. There should be a big red button and it appears magically during the show
Jeff Herring 30:44
Morgan Freeman says on that great Facebook mean he’s right you know.
Michael Stewart 30:50
So folks, you know, this, this is great. I tell you what, you know, what I want to recommend you do is you subscribe to the email. lists of Jeff and me if you’re not already there, you subscribe to our podcasts. you subscribe to our YouTube channels. In other words, you connect with us in a multitude of ways. You follow us on Facebook. A probably should do Instagram I’m guilty of not doing Instagram. I know a lot of people are all about Instagram, but the thing is, as Gary Vee says, make pillar content. Oh my goodness. This guy I love it here. Here’s wall Gifford one of my best buddies in the world. You know, I know all this time is not great for you 330 in the morning, but he shows up thank you all you’re just a trooper and
Jeff Herring 31:39
everybody’s excuses. It’s 330 there folks. Come on
Michael Stewart 31:42
he’s so So the thing is keep it keep it concise. regular schedule it. I mean, I love this interactivity. I love having people. Sorry. Well, I’m not gonna post that. Any Right, right. Oh, Lindsay asked, What is the site that has 15,000 views?
Jeff Herring 32:04
Oh, that’s that’s a publication on medium called illumination. Get in the course, Lindsay and I’ll show you exactly how to get in there. We’ll get you in there and get started.
Michael Stewart 32:15
And I know this name. Thank you, Lynn for that. That’s not a question. But, but I’ll tell I’ll take the kudos. Because here’s what I want to do is I’m going to regularly share this with people share Mike Stewart dot live. We just were setting up Jeff herring dot live. And the whole purpose of this is to build an audience now we’re already two we’re already three minutes over. I was going to try to keep these at a half an hour. But Jeff, do you as you like to say Do you have any final words that you want to share with folks before we close the end of the show?
Jeff Herring 32:47
I like that better because you used to say last words I’m like Geez, I don’t like that. I’m consistent content creation, raises all your boats, consistent content creation. does everything you need online. So get on over to content, cash creative comm forward slash Mike, let us show you how to master medium. And I’m telling you, it will change your business. And it will change your life as it has for hundreds of students
Michael Stewart 33:15
already. Thanks so much. I, you know, we’re we’re inventing as we go. But like I said, you know, you can learn from what others have done from success. This is modeled after late night television. And this was a television show, and I’m so proud and honored to have you as my first guest. And
Jeff Herring 33:34
you promised me to be here and we’ll come back. And you know, like Barry said, we ought to kick out next week and, or next time and come back. But yeah, I’ll do some more. We’ll come through. So now you know what, by the time we schedule that, we’ll know even more about the power of medium and we’ll teach you that too.
Michael Stewart 33:54
All right. So everybody, have a great day. Be sure to tune in to Mike store dot live, I’m sure Jeff Harris. Got live is going to be happening real soon. Share us with your friends everywhere. And if you have any questions, you can actually go to Mike Stewart dot live and submit questions for future shows. But you know what if you can make it 10am Central Time, second and fourth Monday of every month, I will be here with another expert and we will have hopefully a productive 30 or 35 minutes with you. And with that, I’m going to say bye
Transcribed by https://otter.ai