TL: Welcome to Heartrepreneur Radio! So good to have you with us tuning in today. My name is Terri Levine, I am the chief Heartrepreneur at Heartrepreneur, and I am also a business strategist. And I bring you some of the folks that I just really feel, like you need to know them. I’ve known them and now I want to bring them into your world, so today I’m really excited to have on Seth Greene. Seth is the author of seven best-selling marketing books, and his latest book, Market Domination for Podcasting is on the shelves at Barnes and Noble, and I really recommend it. As you know, one of the things I do recommend as a marketing strategy and growth strategy is podcasting, so definitely pick up his book, Market Domination. Seth is also the co-host of the SharkPreneur podcast with Shark Tank’s Kevin Harrington, who I had the pleasure of meeting about a year ago, awesome guy, so check out SharkPreneur podcast. I could go on and on about Seth. He’s been featured on Real Media, INC Magazine, CBS, Money Watch, CBS News, my goodness The LA Times, Boston Globe, Miami Herald, the number one morning radio show in New York City, you gotta know this guy. He’s the founder of one of the fastest growing direct response marketing firms in the country, and that is, marketdominationllc.com. I have to tell you that you want to pay attention to what he’s doing and check out this direct response marketing firm that he has, if you want to have more customers in your business appearing like magic. So, thanks for being with me Seth.
SG: Thanks so much for having me. It’s an honor to serve you and your listeners
TL: Well I appreciate you. You’re one of the people that I just love following. You’re one of the people that adds so much value, you’re always doing something interesting and creative. So, I want to talk a little bit about why you feel podcasting is something that business owners really need to take a look at?
SG: Absolutely. I think podcasting is something business owners need to take a look at because it is simply the easiest, fastest, cheapest way to get in front of an audience. Build a targeting audience, build a following and make yourself an authority and a niche. I’ve done it, we’ve done it for 40 of our clients, it’s worked for all of them and we have not yet found a business that it couldn’t work in.
TL: So, what if somebody’s listening and saying, well I don’t know how to interview people, I’ve never done this, where do I find people? What are some of the tips you might be able to give them?
SG: Absolutely. Obviously shamelessly self-promoting the book that you already mentioned, Market Domination for Podcasting, which it is on the shelves at Barnes and Noble, or you can get a free copy at marketdominationllc.com/podcast. So, a lot of awesome information is there that we’ll sort of sneak peek and tease now. So, if somebody doesn’t know how to interview, for our Done for You clients who we produce the show for, we write them all their interview questions, but I include a lot of them in the book. I’m gonna give you, if it’s ok, we’ll give your listeners three of my favorite, most powerful questions now?
TL: Wow, ya that would be awesome!
SG: The first question we always start with is: how did you get started? So, whoever you’re interviewing, “how did they get started in whatever business they’re in” because people love to talk about themselves, and that will usually get them off and running and off to the races telling you their story. One of my favorite questions is: with all the success you’ve achieved, what’s your biggest challenge now? We ask them what their biggest challenge is because that way that opens the door for a future relationship to go beyond the podcast, because we want to later thank them for being on the show and them follow up and say: hey, I noticed you mentioned XYZ is a challenge. I have an idea about that, is it ok if I share it with you? You want to jump on a quick call and talk about it? And now because you led the podcast interview first, you promoted them first on the podcast. You didn’t come in trying to sell them something. They in essence are your new best friend and will be happy to have a phone call with you to discuss your idea. And then, one other, I said three, one of our other favorite questions is: what else do you want to share that I didn’t think to ask you? And that will always prompt them to come up with something else that wasn’t in the initial questions in the interview.
TL: Ok, so first I want to say those are great questions. Every time I speak with you, you just add so much value, so thank you, those are great questions. I think it’s really phenomenal to start off with “how did you get started” so you open the door that way. You just said something that is a real gem and I want people to really get it. When you ask that “what is your biggest challenge now” question, which is so brilliant, certainly then you do want to follow up and that really is a great question and a wonderful door opener to begin a longer-term relationship, so I love that. And the “what else do you want to share that I didn’t ask you,” another great question. So, I hope that the listeners are actually writing those down cuz those are brilliant. So, I’m gonna actually ask you. What actually led you into going down the podcast route? How did you get to where you are?
SG: That was, honestly, I wish I could say I did it on purpose. It was accidental. My fifth book is called Cutting Edge Marketing Magic and I interviewed 12 or 13 really, really famous marketers with marketing clients, the ad agencies that do MTV, or the NFL or some amazing entrepreneurs, amazing marketers. And I recorded those interviews, I had those interviews transcribed and then edited them, and that was Cutting Edge Marketing Magic, that’s our interview book and that is the way I write so many books now. And the way we write books for all our clients is we interview people and then edit the interviews. So, I edited the interviews, I put the book out. Now, as part as the book promotion process, everybody in the book promoted the book cuz they were in it, which is another one of our secret sauces that gets a lot of exposure. And I was listening a podcast a time and I said, these podcasts are basically audio interviews. I just did 13 audio interviews, I wonder if I aired them once a week for 13 weeks as a podcast, what would happen? I’ve got three months’ worth of content, so if anything good happens, I could do some more interviews by the time those 13 weeks are up. So, I aired it as a podcast just for the heck of it, it was awful! I didn’t edit the audio at all, so there was all the intro of “hey, how’s it going, thanks for doing this,” the person saying, “hang on, let me put my phone on hold,” all that awful pre-show garbage was on there. I had no intro, no outro, no bumpers no ads, no nothing. It was just the raw, un-edited footage of our interviews, and it took off. And despite the lousy quality of the audio and the lousy production value, people started listening to it because of the content. So, I said wow, this is working. People are responding, I’m getting followers, I’m getting listeners, people are reaching out to me and saying they want to hire us because of something that was said during an interview. I should make this professional. Then, we did it on purpose. We added cover art, we added customized art for every episode. We added intros, we added outros, we added music, we made it professional and obviously it’s taken off since then. We’re passed 300 episodes now. I would say when I was about 280 episodes in was when Kevin Harrington and I, Kevin said, I want to do a podcast, but I don’t want to do any work. You’ve already got a successful show; can I join you on yours and are you willing to re-brand it around the two of us? And I said, yes, I am! So, the Direct Response Marketing Show became the SharkPreneur show and that has obviously taken off, because now Kevin co-hosts the show with me. The show was great before, but we’ve obviously been able to interview some folks who are even, let’s say, higher up on the marketing or business celebrity food chain simply because of the draw of getting in front of Kevin. So, it’s been awesome. I wish I had done it on purpose, I wish I had done it sooner.
TL: Haha! I love the story, thank you for sharing that. That’s so cool. I just loved the way you started out, I never knew the original ones were un-edited. That is just really, really cool, totally dig that, totally love it. And you’re so down to earth about how this all has come to be, I think that’s really neat. Now, at Market Domination, what exactly do you do in case any of our listeners might actually want new customers? Which I bet they do.
SG: I would hope that’s why they’re following you, right? They want heart-centered new customers. So, we change your marketing and change your life. We grow your business, so you can run it. Most business owners, most coaches, most authors, most consultants, most of the entrepreneurs who are following you, their passion is helping people. They want to do what they do, and do a great job. And, marketing isn’t their passion, their business is their passion. So, folks hire us to grow their business, so they can do what they do best, and we do what we do best which is getting them new customers, clients and patients.
TL: That’s awesome. So, what are maybe one of the challenges that you see people have who are trying to run a business and trying to do marketing, and don’t even like marketing? What’s the biggest challenge?
SG: I would say the biggest marketing sin that I see is businesses being boring. So, if your business looks like everybody else’s, if I could take your brochure and slap your competitor’s name and logo on it, and everything else that is stated in the brochure is basically similar, then you’re boring. Then how do you stand out from the crowd? How do you stand out from your competition? How’s your prospect, patient or client supposed to know that they’re supposed to use you and that you’re actually better? So, I would say one of the biggest marketing sins that I see is businesses being boring. And I think one of the biggest marketing challenges I see business owners facing is trying to keep up with it all. There’s a new social network every couple weeks, there’s a new app every day, and they don’t know what they’re supposed to be doing, how they’re supposed to keep up with it all. They may do a little bit of everything. Maybe this week they’ll focus on LinkedIn, and next week they’re focused on Instagram, and two weeks later go to a seminar and they’re told they’re supposed to be on Snap Chat or Instagram, and they can’t keep up with it all. They don’t know what they’re doing cuz this isn’t what they do for a living, and they haven’t put their 10,000 plus hours in to become an expert in this. So, they get overwhelmed and end up either doing a lot of little stuff not very well, or they just don’t do anything.
TL: I would say amen to all of that, I think it’s absolutely true. It’s so good to hear that there is a resource so that they can literally just go about doing their business and running their business, and don’t have to be doing the marketing. So, definitely tell us the ways people can get in touch with you, and what’s the best method is of making a great connection and really coming at heart-to-heart with you?
SG: Sure. So, marketdominationllc.com is our website. Watch the trailer on there, it will tell you a little bit more about who we are, what we do and who we do it for. Sneak peek, you’ll see some awesome testimonials, they give me goose bumps every time I watch it, from Russell Brunson, Alex Mendozian, Dan Kennedy and folks like that, and Kevin of course. You can grab a consultation there and I’m happy to talk to you. We don’t charge anything for that, we’ll learn about your business and see if you’re a good fit for us, cuz not everybody is. You can go to marketdominationllc.com/podcast and get a free download of the book, and you can go to marketdominationllc.com/SharkPreneur and listen to the show. So again, marketdominationllc.com is the hub for all of that. The best way to make a heart-centered connection with me, honestly, go grab a time slot. Go to marketdominationllc.com, go schedule a consultation and let’s talk about: what your business is, who your business if for and how you want to get to the next level, what challenges you might be facing, communicating a message to the market place, and if we can help you we’ll tell you. And if we can’t, we’ll tell you or we’ll send you to someone else who can, cuz we’re not a good fit for everybody.
TL: I just love it and I really do endorse you. I sit here just smiling at the amount of value that you crammed into to whatever this is, twelve minutes or so, it’s just amazing. And I do recommend that listeners go ahead and grab a consult, it’s so generous of Seth to offer this. Grab it, take it and head over to marketdominationllc.com. Seth, thank you so much for coming on, being my guest. I just adore who you are in the world and the way that you’re serving.
SG: Thank you so much. It’s been a thrill to be here, a pleasure as always, and happy to serve your listeners.
TL: Thank you so much. And for the listeners, make sure you actually do subscribe to the podcast, that way you’ll never miss an episode. I’ve got great people like Seth Greene and others coming on, so you want to make sure you don’t miss out, or you would have missed Seth’s interview. And then we love when you share our podcasts. Let other people know about, pass it forward, that’s what a Heartrepreneur does. So, thank you so much for tuning in today to Heartrepreneur Radio.