May 1, 2025 • 33 mins
Want to Get Featured on TV, Podcasts, or the News? Here's How to Build Real Authority with Mitch Carson
If you've ever dreamed of seeing yourself on TV or landing high-credibility media appearances—but have no idea where to start—this episode is for you.
Mitch Carson, marketing veteran, pitchman, and media trainer, joins me to break down exactly how to build authority the right way. From publishing your first book to landing your first local TV spot, Mitch shares the same strategies he uses to get clients featured on major media outlets—including guaranteed TV placements in Las Vegas.
We’re going beyond theory and into real talk about what actually works to build visibility, establish authority, and grow your business.
We cover:
🎯 How to Build Authority That Sticks
• Why being featured on real TV trumps logos from press release sites
• What separates a “nice person” from a recognized expert
• Why a book is still your most powerful business card
• The ascension model: podcasts, books, local TV → international visibility
📺 Landing Media Appearances That Matter
• Why producers won’t book you unless you're interesting
• How to pitch with purpose and tailor your message to media calendars
• Why preparation beats winging it (and what makes a great on-air guest)
• How Mitch helps clients land TV spots with guaranteed placement
📈 Turning Publicity into Profit
• The wild marketing campaign Mitch launched after 9/11
• How fax broadcasting (yes, faxes!) drove explosive sales
• Why speed, relevance, and bold messaging still win
• What Singaporean media looks for—and how U.S. TV helped open that door
💡 No-Fluff Marketing Lessons from the Field
• Why legacy media still works—and how to leverage it
• How to get your house in order locally before going international
• What podcasting, newspapers, and old-school sales have in common
• Why your biggest authority play is taking action before you're ready
Whether you're a speaker, consultant, or coach ready to take your visibility to the next level, Mitch offers real strategies that separate you from the noise—without relying on gimmicks.
“Authority isn’t something you declare. It’s something you prove—and broadcast intentionally.” – Mitch Carson
Mitch Carson’s contact info and resources
LinkedIn: https://www.linkedin.com/in/mitchcarsoninstantcelebrity/
Website: https://www.mitchcarson.com/
Looking to leverage AI? Want better results? Want to think about what you want to leverage?
Check and see how I am using it for FREE on YouTube.
From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.
Watch here
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hi, I'm Kendra Korman .
If you're a coach, consultantor marketer, you know marketing
is far from a perfect science,and that's why this show is
called Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tips and, of course, lessons learned
along the way.
Hello, and welcome back toanother episode of Imperfect
(00:27):
Marketing.
I'm your host, kendra Korman,and today I'm really excited to
be joined by Mitch Carson.
So, mitch, thanks so much forjoining me.
Why don't you tell us a littlebit about yourself?
Speaker 2 (00:39):
I have been in the marketing world for a long time.
I don't want to share how many,but let's just say more than
three decades.
Oh gosh, did I do that?
My background has started out.
I would say one of the mosteffective ways to market is
learning the world of sales,because marketing and sales run
(01:02):
together.
I would say I'm more of asalesperson coming from forcing
my way in the door versusmarketing allows the salesperson
to take orders Because they'realready prepped mentally and
have been screened properlyfinancially in order to have the
ability to buy.
Have the ability to buy.
(01:26):
You know it goes back to theadage of you might have heard
this expression who's the idealclient?
Somebody that's a starvingcrowd with money.
They have to have the capacityto pay and they want they have
to want your information.
So my background was hard salesand door to door selling, siding
for homes in Los Angeles, whereI grew up and I started doing
this at age 15, learning,knocking on doors, telling get
(01:49):
the F out of here, what are youdoing in my house?
Kid To hey, why don't you comein and have some lemonade?
So I had the full spectrum ofresponses to the invasion.
Later I learned another waywhere I became like Teflon,
(02:10):
where rejection just meant thenext door might be the one that
gives me money so I can then goand spend it on whatever I
wanted at the age of 15.
Where I learned there'sinvasive marketing.
Then we've heard the expressionof attraction, marketing and
selling, which became a loteasier, finding people who've
(02:31):
raised their hands and are readyto buy.
When they're ready to buy,because then it's that solid
marketing sets in place Ordertaking.
Hardcore salespeople get theirnose bloody a lot.
I think there's a good placefor it to learn.
You learn through gettingkicked in the face.
(02:53):
I taught martial arts for yearsand there's no way you can
become a good fighter watchingit on video.
You got to step into the ringand absorb some blows in order
to then know how to duck punchesand kicks that are coming at
your head.
You have to know what it's like.
You can't play football on yourthumbs, you know.
(03:14):
You got to get on the gridironand play and do all of this.
So I think the background thatI have has exposed me to the
hardcore selling, then laterlearning the art and science of
marketing, because it is art andscience, there are creative
components and then there arescientific elements for
(03:36):
measurement and then to knowokay, lather, rinse and repeat.
Let's do this again and again,finding what makes people
respond as opposed to jamming itin on them, because that
creates refunds.
So my background you know.
Then I worked selling productson live TV on Home Shopping
(03:57):
Network, and that is where Iwould call that the Super Bowl
of selling, because if you'renot selling per second, you're
fired.
This was long before PresidentTrump used that cliched saying
that gave him so much of a brand, you're fired.
He loved that and his mouth got, you know, the big O of the
(04:17):
mouth and I think that used, ashe used that as a springboard of
course to two terms as apresident.
He used that as a springboardof course to two terms as a
president.
He's the ultimate salespersonby example from old school
persuasion selling, persuadingscience, some art.
You have to use your gut.
How do you develop a good gutin selling and marketing Through
(04:40):
experience, Failing your way tosuccess.
And that's maybe a little bitof a longer intro than I
expected, but it just gave somebackground.
Speaker 1 (04:49):
That's okay.
I think it's really goodbecause I think you know
learning those lessons really onhow to talk to people, because
I would say currently a lot ofthis generation or newer
generations have really been.
They struggle talking to people, they struggle having those
conversations, they're deathlyafraid of the word no.
(05:12):
Because of the phone, yep, andthey're deathly afraid of the
word no, which is scary initself, right, and I still
remember I went through Sandlersales training and he said the
only two things to be afraid ofare death and dismemberment.
No, is not a word to be afraidof.
Yeah.
Speaker 2 (05:30):
So I studied that.
What's the bicycle book onSandler?
There was something about thebicycle.
Speaker 1 (05:36):
You can't learn to ride a bicycle at a conference.
Is that something to thateffect?
Speaker 2 (05:41):
Yeah, yeah, it was a great metaphor.
Speaker 1 (05:44):
We'll find it and put a link in the show notes.
Speaker 2 (05:45):
You know it was good, but Sandler Sales, it's a good
system.
It's takeaway selling.
You know, I guess you don'treally qualify for it.
It's interesting, so it was agood system.
Speaker 1 (05:53):
Takes away a little bit of the fear for some people.
So that's good.
Now get on radio and TV showsand that is really to establish
them and build their authorityright, correct, so let's talk
(06:17):
about this.
We throw around the wordauthority a lot.
Google talks about it when itcoming into search and one of
their key search factors.
Can anyone become an authorityand how do they go about it?
Speaker 2 (06:26):
factors.
Can anyone become an authorityand how do they go about it?
Well, there are ways of doingit.
So let me let me address alittle bit of context and
background.
Why I got into being apublicist per se is I created
this model for speakers, authors, coaches and consultants to
then separate themselves fromeverybody else.
It sounds a little bit cliche,but the people who invest in
(06:51):
marketing themselves andcreating that authority overused
term.
Yet okay, show me the proof.
Show me the proof.
And it's not buying logos bysending out press releases to a
bunch of news outlets and sayingI was covered on.
No, you sent out a pressrelease.
It doesn't mean you werecovered on a.
No, you sent out a pressrelease.
It doesn't mean you werecovered on a TV channel, on a
network television show, whichis, of course, the highest
credibility in the land.
In my opinion, being on apodcast like yours is great.
(07:14):
Network television has spenthundreds of millions of dollars
on branding and it's nationwidein our union is quite a
different level of credibility.
I mean, joe Rogan could arguethat his podcast is as important
probably is on that platform,but let's do a little bit of the
traditional.
There's a different type ofexperience when you go in, when
(07:35):
you have multiple $100,000 pluscameras on robots spinning
around zeroing in on youperfectly, with trained
journalists, with trainedcameramen or camerawomen, if the
term is applicable all therefocusing on you on a live set
(07:58):
where your interview is fourminutes max.
That showcases you in adifferent light than going to I
mean to the worst type.
We talked about theprofessionalism of podcasting.
You're obviously a pro.
I get that.
I was on a podcast, in contrastwith a man in Pakistan.
He was using his phone and waslying on the side and I heard
(08:22):
donkeys screaming outside,traffic horns and the door
window was open and he had hisphone.
Like this, that was his podcastinterview.
So you have all extremes outthere.
So I think it's important tobrand yourself correctly.
Brand yourself using theplatform.
(08:45):
I would never use that podcast.
It just went in the trash.
I could never use it and Iasked him to remove me after.
I don't want my brandassociated.
Be careful where you broadcast,do it with intention.
And would your grandmother beproud of you?
This is a little bit of abenchmark, okay, would grandma
or grandpa be proud of you andsmile and want to talk about you
(09:07):
at bridge when they have theirgrandkid on TV.
Yes, they're on Kendra Corman'spodcast.
Yes, there's credibility,there's professionalism.
Use the platforms that makesense.
And why I got into this was as aseminar promoter, producing now
(09:27):
almost a little over 2,000events worldwide and many
virtuals, but mostly live eventswhere people came in meaning
live in person.
There's, of course, livevirtual now, but live and
in-person events.
I found that many people weregreat content experts.
People talked aboutrelationships, body language,
(09:48):
spirituality, sales, marketing,leadership, you get the gamut
health.
These are all common topicsthat people.
How do you differentiateyourself from the other people?
One having a book Necessarycredentialization exists with a
book.
A series of books againseparates you and puts you at a
(10:11):
higher level.
Then you're in the master'sdegree category 10 plus books.
You've got a PhD, which makesyou piled high and deep with
books.
10 plus books, you've got a PhD, which makes you piled high and
deep with books.
But that's a necessarycredential.
It's way beyond the businesscard, it's credentializing
yourself.
Then, of course, taking it tothe next level are you a
(10:31):
bestseller in your category?
Are you an internationalbestseller, meaning in two
different countries on Amazonmeeting their criteria for
bestseller status, amazonmeeting their criteria for
bestseller status, then have youbeen on a multitude of podcasts
good podcasts, eg yours andsome others that we talked about
.
If you've been on Entrepreneurson Fire, which is one of the
(10:52):
biggest podcasts out there inthe space, or ultimately Joe
Rogan's podcast, wouldn't we alllove to be on his and those are
other credentialing platforms.
Network television, in myopinion, is the highest because
it's the hardest to get on andyou have to be prepared for it.
(11:15):
Preparation is key.
You just can't walk in andbelieve that you're going to be
effective on network television.
No, you must be media trainedbecause, for example, here in
Las Vegas, there are fivedifferent networks in English.
There are two in Spanish,univision and Telemundo, which
are also here, but there arefive that are in English.
(11:39):
All of them are independent,different, under the networks of
CW, nbc, abc, cbs and Fox.
You've got to be prepared.
This is live television, bigleagues, and the interviews
range from as little as two anda half minutes to four minutes
max, because those get squeezedin between commercials, which is
(12:04):
how they make money.
It's precision, professionalism.
You just can't talk endlessly.
How do you get on those shows?
You're prepared.
You've got a relevant topicthat makes you interesting, so
the booking agent slashproducers are interested in you.
Let me repeat that You'reinteresting, so they become
interested in you.
How are you interesting?
(12:25):
By having a book which isunique to your thumbprint One
strategy.
Second, timeliness of topic.
For example, right now, ai isbooming.
Two years ago, anything AI likeI got covered on all the
networks here instantly becauseI produced a live in-person
event at the South Point Hotelwhere we had 563 people
(12:49):
attending our two-day conferenceon chat GPT just chat GPT.
Now, today there are AI eventseverywhere, but it's still a hot
topic, trending topic.
Trending.
It's not a fad.
That does this like Pokemon.
No, it's trending.
It's here to stay.
It's growing.
Look where the people withmoney are spending.
Third is is there a?
(13:11):
So it's trending.
You got a book?
Third way to get on some ofthese channels, even podcasts,
is all right.
Does it follow a media calendaryou mentioned yesterday, or is
it today?
Is St Patrick's Day?
Do you have St Patrick's Daytips that anybody can apply to
drive safely, or what are thegreatest things?
(13:32):
Or do you have a good gadget,clothing with the latest designs
on St Patty's's Day?
The history of your written abook on St Paddy's Day
timeliness following a mediacalendar.
We have upcoming Mother's DayIf you have Mother's Day
relevant promotions.
Father's Day, oh, july 4th,we're in America, anything?
(13:54):
July 4th, back to school.
These are all elements and I'mgoing to give you a list, kendra
, of the media calendar that youcan share with your listeners
and viewers.
Oh great, Thank you so that'd bea yeah, just a little gift you
can put in the show notes sopeople know what it is, and
that's a way to get in the media.
Those are the three most commonways if you're to go out and
(14:17):
earn a spot, because you justcan't people.
So you just say I've got a, Iwant to get on tv, uh-huh, and
how interesting are you?
Are you trained?
Are you ready?
Have you eliminated sayingright at the end of a sentence?
Or do you um yourself to deathwith people and say you know not
(14:38):
, people have gone through mytraining.
I haven't said it once, norwill I ever, because I got a
beat out of me.
Right, I've not had a beat outof me, yep.
Speaker 1 (14:48):
And I so seems to be my.
That's my magic filler.
Speaker 2 (14:52):
All you have to do is listen to yourself and realize
was that a necessary word?
That's how I coach people toget rid of those verbal faux pas
, Filler words.
Speaker 1 (15:04):
Yep Filler words, so is my favorite one.
That's the one that's my go-to.
Speaker 2 (15:08):
That's a hard one for me too.
Speaker 1 (15:10):
And yeah it's, it's rough, but I sew people a little
bit.
Speaker 2 (15:15):
No ums, no, you knows , and certainly not right,
because when someone says that Isay left or like, like is a
killer one.
Speaker 1 (15:25):
Oh yeah, that's a killer.
I used to do that one Like,like and you know You're not
from California.
Speaker 2 (15:31):
What are you doing?
Speaker 1 (15:32):
You're from Michigan.
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.
Oh, you were like that was thething.
Okay, like you know.
So before we started recording,we actually were talking a
little bit about your, youraudience, and it's very big in
Asia, right?
So if somebody is looking to gointernational with their
(15:56):
message, what recommendations doyou have for them?
Because it's, yeah, I love theauthority, I love the TV.
Yes, tv outranks my podcast.
I'm totally cool with that.
Speaker 2 (16:06):
I'm not picking on you.
No, no, no but it's true.
Just the money was spent inbranding it.
Speaker 1 (16:12):
Yeah, exactly, and the viewership is different,
like there's just a lot of stuffthat goes with it and that you
know.
Trust me, I'm not competingwith mainstream TV and I'm good,
I'm good.
Speaker 2 (16:27):
It's a different platform.
Speaker 1 (16:28):
What is best All of it, but people are very
impressed when you're on TV.
Speaker 2 (16:33):
Correct, especially my generation.
Speaker 1 (16:35):
Yeah.
So I think that there's a lotof people out there that get
impressed with TV.
I have clients all the timethat they get a TV spot.
They're like, oh my gosh, I wason TV and let's put this
everywhere.
And I'm like sounds good, let'sput it everywhere so everybody
knows, even the people thatdidn't watch it.
Sure, so that was very good.
But if they want to gointernational, what do you
(16:57):
recommend for that?
Speaker 2 (16:59):
Contact me and pay me and I'll make it happen.
Very cool, I'm not shy, in caseyou haven't noticed.
It's where do you want to go?
You know, buy some consultingtime and I can give you the
roadmap.
Oh, and because, like you, Idon't work for free, nor should
anybody.
It's like OK, you want to knowthat I can give a few tips,
(17:19):
which I'll happily do.
In order to be international,you got to start here first.
Why should they talk to you?
Because you're a nice guy.
Nice guys finish last.
Okay, there's a book on that.
You've got to be branded herebefore I can take you there.
So the first thing I'm going tosay is if you want to get on TV
in Las Vegas, I'm your guybecause I guarantee television,
(17:48):
guaranteed coverage, not likeother publicists who want a
monthly fee with a six monthcontract.
No, you pay me one fee for aguarantee.
You pay me $10,000.
I'll get you on four channels,guaranteed with the media,
training to enable you to beeffective on the camera, on
camera, and I've got thecredibility.
I have my own show on NBC hereand I was a pitchman on Home
Shopping Network for three yearsLive camera work.
(18:10):
I think I'm as good as anybodyto coach people to be effective
on television for that fourminute spot.
So that's how you gointernational is?
You start here, first Get yourown house in order domestically
and then if you want to gointernational, okay, it's a lot
easier because you've gotAmerican television.
Many of my clients, my biggestmarket, is Singapore.
(18:32):
Many of my Singaporean clientshave been able to get on their
local TV channel, which isChannel News Asia, which is the
government channel in Asia, bybeing on TV here.
Yes, I got them on televisionhere.
They did their virtualinterviews with NBC and CW here
in Vegas, which I made happenfor them.
(18:53):
Then they went to CNA, which isthe big dog, the only game in
town with the government channel.
Population 6 million people,small country, but rich, very
rich.
They were able to leverage thatto then get on TV there in
their own home country.
Why is that valuable?
Why did it happen?
Because the show producersfound that they are interesting.
(19:18):
If they were on Americantelevision.
There is no bigger credibilityin our market.
We know this.
You're from Detroit, I'm inVegas, come from LA Originally.
There's nothing higher thanbeing on the morning show in New
York city.
That's top of the food chain.
I can't claim that I have notbeen on the morning show in New
York.
What if?
(19:39):
What I go do that interview youbetcha, you betcha, yeah.
Well, these 230 pounds would berunning to the airport.
I'd have a heart attack.
But I'd have to see it, but Iwould get there.
That's the ultimate.
Hasn't been necessary in myparticular career.
But getting clients to thatstage, yes, I've gotten them.
(20:01):
But you have to start in yourown market or and you build up.
It's an ascension model.
Some people talk about printpublications still applicable
and that allows legacy value.
Today there are fewerpublications, but if you can
brag that you were covered inForbes, you're covered in the
Detroit News.
(20:22):
I don't know what newspapersyou have left there.
Whatever it is, grab it whileyou can.
I'm sure Troy, where you'refrom, has something.
We do it might be, available.
Maybe your parents still read it.
I like newspapers when I canread one.
I do a lot of reading online,but I still like that.
I have personally been coveredin quite a few newspapers in
(20:44):
foreign countries.
I use that as fly-ins tolegitimize me and credentialize
me and for my clients.
We've created press conferencesin Manila, which was much
easier, where we had newspaperreporters come in from the
Chinese publication, of whichthere were three Tagalog, which
is their national language, andEnglish.
(21:04):
All come in asking speakerswho'd gone through my speaking
mastery program, who wanted tolevel up their credentials, to
be interviewed there.
And then we got them all on CNN,which was also in the
Philippines, and the otherchannels which you've never
heard of unless you've been inAsia.
But there are other much biggerchannels.
In CNN CNN is the biggest namethat you would recognize, but in
(21:27):
the Philippines there areothers and then getting them on
radio shows.
Now we're getting them onpodcasts, you know, and it's a
podcast is exploding, it's agreat platform.
That's why I thank you forhaving me.
It's been a privilege to be onyours and I, of course, will
distribute this as more of acredentializing of my background
(21:50):
being on your podcast and, ofcourse, I'm going to invite you
to mine.
Thank you.
Speaker 1 (21:54):
And I think that that's important.
So a couple of things that I'mtaking away.
One a book is definitely goingto help build your authority
right.
I don't think anything reallybeats that.
I wrote a book.
Even if people don't read it,you wrote a book.
Speaker 2 (22:09):
Fancy business card yes.
Speaker 1 (22:11):
It is a very fancy business card, which is why I
wrote a book.
I was motivated to do sobecause I never intended to do
that and it but it was a hugedifferentiator for me as I
looked to book speaking gigs andtalk to people more about it.
And then no matter really whereyou want to go with your
(22:31):
business internationally,domestically what you still have
to start here.
You have to start local and youhave to build your authority
locally before you can go beyondthat.
So very cool, very greatinformation and I think that
there's actionable steps thatpeople can take from this and if
they want to go to the nextlevel, definitely contacting you
and we'll have your contactinformation in the show notes is
(22:52):
a big step.
But before I let you go, I dohave the question that I ask all
of my guests.
That is that this show iscalled Imperfect Marketing.
Marketing is anything but aperfect science.
We established that itdefinitely is part art and part
science, but definitely not allscience, right?
So what's been your biggestmarketing lesson learned along
the way?
Speaker 2 (23:10):
All right, I'm going to go back in time a little bit.
I'm going to pull something outof the archives.
9-11 happened 24 years ago,almost 24 years ago, 23 and a
half years ago to be exact.
I was living in Los Angeles.
I owned an ad agency.
At that time, married at thattime, I was shocked by 9-11,
(23:31):
like anyone.
After two days, because theworld was turned upside down, I
returned to my office, waswalking upstairs because my
showroom was downstairs Allthese items that we had and I
had a trade show display companyalso where we had all the
displays laid out.
And I'm walking up the stairsand I see a roll of toilet paper
with the IRS 1040 form on it.
(23:51):
That was one of the promos weran for a client.
It was part of a campaign Idon't remember what it was and I
said that's how I'm going tocontribute.
As an American, I can enroll inthe Marine Corps.
My knees are screwed, can't dothat.
I thought I'm going to go backand I'm going to fight for it.
It's crazy thoughts.
(24:12):
It was just a reaction of beinga man.
My country had been assaultedand I thought I'm going to react
.
The better way is to come backwith an economic aid to those
that have been victimized due tothe invasion of our country.
So I put Osama bin Laden's faceon toilet paper and I said wipe
out terrorism, putting his facewhere it belongs.
(24:33):
That earned me publicity aroundthe world.
I hired a publicist, paid her$10,000 for.
She said, mitch, this is goingto be a fad.
She warned me she wasabsolutely great.
Other publicists not so great,but this lady was honorable.
She's not with us anymore butshe charged me $10,000 for I
(24:58):
mean $10,000 a month for twomonths.
That was the standard rate fora publicist in LA Anybody that
was good.
So I gave her 20 grand.
She got me on televisionstations around the world,
hundreds of radio stations Icouldn't do.
Them all Wanted me.
And how did I market?
That's to answer your questionto where I had the phones.
(25:19):
Literally I had a phone room ofpeople, everybody on staff.
I had 17 people answeringphones and taking orders because
we used a platform.
Television was one.
I was on Fox TV and a multitudeof others that had come and
interviewed me on in my, in myshowroom, showing this and the
whole background.
I use something I'm going toshock you.
(25:41):
This will turn your hair greenFax broadcast Back then.
Then that was my number go tonow became illegal and you got
fined and all this but I wouldsend faxes from canada.
That's how I.
I hacked the system, but faxbroadcasting was the most
effective click-through ratio.
Click-through is the newer term, but it's called getting red
(26:03):
ratio where people read it.
Of any marketing platform I'vetested before or after More than
chat, because everybodyphysically picks up a fax and
looks at it.
Either I'm interested or I'mcrumbled up, thrown in the trash
.
But because of how we marketedand I knew fax broadcasts so
well we had the phones ringingoff the hook Selling the toilet
(26:27):
paper.
I had t-shirts with Bin Ladenbeing chased by the devil with a
pitchfork.
I had targets with his face onit with the circles around it.
We sold all sorts of thingsSatan is coming for you, bin
Laden and had his face like this.
I had a whole line ofmerchandise, everything we were
(26:47):
selling like hotcakes for sixweeks.
Then it died.
The interest died.
People went back to the normal,the new normal, whatever that
was.
Tsa was born because of 9-11.
Speaker 1 (26:58):
I was going to say TSA was born.
Speaker 2 (27:00):
Yeah yeah, tsa was born, homeland Security was born
.
They didn't exist before that.
These new government agencieswhich now are part of our lives
it's been 24 years are part ofour lives today.
They weren't then.
But how did I capitalize on it?
I acted, number one.
I used the right platform atthe right time, right message,
(27:22):
right time, and I acted quickly.
I saw the opportunity and Iacted.
Within a week I had copycatpeople selling toilet paper on
the street corners allthroughout America who took my
concept, ripped me off.
But it was the highest form offlattery is copying, because I
had a proven concept.
(27:42):
But I was first in the world todo this and I realized the
power of media or publicitygetting me out there.
She sent how did she get me infront of the media Fax.
She faxed all the media outlets.
She knew what she was doing.
I faxed all the military PXsacross the world, american
(28:05):
military PXs, because it wentinto their stores, their bases
all over the country and theworld.
I got the list, found the rightlist and I faxed all of them.
Now that method may not be aseffective or well-received today
.
I don't even know people whohave fax machines.
Maybe lawyers do.
Speaker 1 (28:25):
I had one I'm going to say it's like well, it's
probably been close to 10 yearsnow 11 years and I used to get a
daily fax from some newscompany.
Yeah, it was pretty cool I readit every day.
Speaker 2 (28:44):
Yeah, I think there might be e-faxes today in some
cases, but we use email.
It's changed.
So would would e-mail be aseffective?
No, because you can click awayeasier.
You've got to have thecompelling headline.
But my most successful sellthrough on any of my marketing
campaigns, I would say of myhistory doing this Facts Very
(29:06):
cool.
Speaker 1 (29:07):
That's so interesting .
Well, and I think yeah, it'smeeting people where they're at,
with what they have and in away that they don't want to look
away.
That's why I always talk aboutemail versus social.
It's way easier to scroll pastthings on social than it is.
You at least see your name andstuff on email and you can
(29:29):
control that a little bit moreand maybe entice interest within
a subject line.
Right To get that open.
Speaker 2 (29:36):
I'm not as good as facts, but I'm Kendra.
I'm from a little bit differentgeneration than you, but you're
also from a differentgeneration than the young people
who are shaking their bodiesand exposing themselves on
TikTok.
That's a different generationfrom you.
How would you market to them?
How would I market to yourgeneration?
How would I mark I know how tomarket to my generation because
(29:58):
I'm one of them.
I know how we think I'm a babyboomer.
Different.
You're, I don't know which.
You're an ex.
Okay.
You buy and consume andinteract with.
You've got to know where yourmarket lives.
What pond are they swimming in?
And so you have to appropriatethat.
Today, facts, I guarantee you,people under 30 don't even know
(30:21):
what that word means.
Speaker 1 (30:23):
They wouldn't know how to send one for sure.
Speaker 2 (30:24):
Well, they wouldn't know how to send one.
What is the purpose?
What is that?
Did my grandpa use that?
Is that something I'll find inthe Smithsonian One day?
It'll be in the Smithsonian,I'm sure, along with the IBM
Selectrics these are, you know,something called the typewriter.
You know these are all oldmethods, but during their time
they were effective.
We drive cars today.
(30:45):
One time we were on buggies,horse and buggies.
Speaker 1 (30:48):
My grandfather used to throw the Chicago Tribune off
the back of the wagon and waspulled by a horse and buggy to
the different news.
Speaker 2 (30:57):
That was one of his first jobs, so my first job was
a paper boy at age 10 for theLos Angeles Herald Examiner
which I had.
I got the paper served to meflat, had to fold them twice,
put a rubber band on them, putthem on my satchel and it swung
over the back of my rack in theback on my Schwinn bicycle and I
(31:19):
would pedal and throw as I wasgoing down the road.
Speaker 1 (31:22):
My first job after college was an advertising
assistant at the Center DailyTimes in Center County,
pennsylvania, so I think we allstart in the newspaper, right?
Speaker 2 (31:32):
Yeah, it's a good background.
Journalism is great.
You speak in terms of facts andyou learn why people buy.
Speaker 1 (31:38):
You do, you definitely learn.
The team there took me undertheir wing and I learned a lot
there, a lot more than I thinkmost people assume.
So very good.
Well, thank you again so muchfor joining me.
I appreciate it.
Thank you all for tuning in andwatching.
I appreciate that.
Hopefully you learned somethingtoday and, if you did, it would
(32:00):
really help me out if you wouldrate and subscribe wherever
you're listening or watching,and if you want to connect with
our guest Mitch later on, feelfree to check out those show
notes or the video descriptionthat's located right below this
video and be sure to connectwith him.
Thanks so much and have a greatrest of your day.
Hi, I'm Kendra Korman .
If you're a coach, consultantor marketer, you know marketing
is far from a perfect science,and that's why this show is
called Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tips and, of course, lessons learned
along the way.
Hello, and welcome back toanother episode of Imperfect
(00:27):
Marketing.
I'm your host, kendra Korman,and today I'm really excited to
be joined by Mitch Carson.
So, mitch, thanks so much forjoining me.
Why don't you tell us a littlebit about yourself?
Speaker 2 (00:39):
I have been in the marketing world for a long time.
I don't want to share how many,but let's just say more than
three decades.
Oh gosh, did I do that?
My background has started out.
I would say one of the mosteffective ways to market is
learning the world of sales,because marketing and sales run
(01:02):
together.
I would say I'm more of asalesperson coming from forcing
my way in the door versusmarketing allows the salesperson
to take orders Because they'realready prepped mentally and
have been screened properlyfinancially in order to have the
ability to buy.
Have the ability to buy.
(01:26):
You know it goes back to theadage of you might have heard
this expression who's the idealclient?
Somebody that's a starvingcrowd with money.
They have to have the capacityto pay and they want they have
to want your information.
So my background was hard salesand door to door selling, siding
for homes in Los Angeles, whereI grew up and I started doing
this at age 15, learning,knocking on doors, telling get
(01:49):
the F out of here, what are youdoing in my house?
Kid To hey, why don't you comein and have some lemonade?
So I had the full spectrum ofresponses to the invasion.
Later I learned another waywhere I became like Teflon,
(02:10):
where rejection just meant thenext door might be the one that
gives me money so I can then goand spend it on whatever I
wanted at the age of 15.
Where I learned there'sinvasive marketing.
Then we've heard the expressionof attraction, marketing and
selling, which became a loteasier, finding people who've
(02:31):
raised their hands and are readyto buy.
When they're ready to buy,because then it's that solid
marketing sets in place Ordertaking.
Hardcore salespeople get theirnose bloody a lot.
I think there's a good placefor it to learn.
You learn through gettingkicked in the face.
(02:53):
I taught martial arts for yearsand there's no way you can
become a good fighter watchingit on video.
You got to step into the ringand absorb some blows in order
to then know how to duck punchesand kicks that are coming at
your head.
You have to know what it's like.
You can't play football on yourthumbs, you know.
(03:14):
You got to get on the gridironand play and do all of this.
So I think the background thatI have has exposed me to the
hardcore selling, then laterlearning the art and science of
marketing, because it is art andscience, there are creative
components and then there arescientific elements for
(03:36):
measurement and then to knowokay, lather, rinse and repeat.
Let's do this again and again,finding what makes people
respond as opposed to jamming itin on them, because that
creates refunds.
So my background you know.
Then I worked selling productson live TV on Home Shopping
(03:57):
Network, and that is where Iwould call that the Super Bowl
of selling, because if you'renot selling per second, you're
fired.
This was long before PresidentTrump used that cliched saying
that gave him so much of a brand, you're fired.
He loved that and his mouth got, you know, the big O of the
(04:17):
mouth and I think that used, ashe used that as a springboard of
course to two terms as apresident.
He used that as a springboardof course to two terms as a
president.
He's the ultimate salespersonby example from old school
persuasion selling, persuadingscience, some art.
You have to use your gut.
How do you develop a good gutin selling and marketing Through
(04:40):
experience, Failing your way tosuccess.
And that's maybe a little bitof a longer intro than I
expected, but it just gave somebackground.
Speaker 1 (04:49):
That's okay.
I think it's really goodbecause I think you know
learning those lessons really onhow to talk to people, because
I would say currently a lot ofthis generation or newer
generations have really been.
They struggle talking to people, they struggle having those
conversations, they're deathlyafraid of the word no.
(05:12):
Because of the phone, yep, andthey're deathly afraid of the
word no, which is scary initself, right, and I still
remember I went through Sandlersales training and he said the
only two things to be afraid ofare death and dismemberment.
No, is not a word to be afraidof.
Yeah.
Speaker 2 (05:30):
So I studied that.
What's the bicycle book onSandler?
There was something about thebicycle.
Speaker 1 (05:36):
You can't learn to ride a bicycle at a conference.
Is that something to thateffect?
Speaker 2 (05:41):
Yeah, yeah, it was a great metaphor.
Speaker 1 (05:44):
We'll find it and put a link in the show notes.
Speaker 2 (05:45):
You know it was good, but Sandler Sales, it's a good
system.
It's takeaway selling.
You know, I guess you don'treally qualify for it.
It's interesting, so it was agood system.
Speaker 1 (05:53):
Takes away a little bit of the fear for some people.
So that's good.
Now get on radio and TV showsand that is really to establish
them and build their authorityright, correct, so let's talk
(06:17):
about this.
We throw around the wordauthority a lot.
Google talks about it when itcoming into search and one of
their key search factors.
Can anyone become an authorityand how do they go about it?
Speaker 2 (06:26):
factors.
Can anyone become an authorityand how do they go about it?
Well, there are ways of doingit.
So let me let me address alittle bit of context and
background.
Why I got into being apublicist per se is I created
this model for speakers, authors, coaches and consultants to
then separate themselves fromeverybody else.
It sounds a little bit cliche,but the people who invest in
(06:51):
marketing themselves andcreating that authority overused
term.
Yet okay, show me the proof.
Show me the proof.
And it's not buying logos bysending out press releases to a
bunch of news outlets and sayingI was covered on.
No, you sent out a pressrelease.
It doesn't mean you werecovered on a.
No, you sent out a pressrelease.
It doesn't mean you werecovered on a TV channel, on a
network television show, whichis, of course, the highest
credibility in the land.
In my opinion, being on apodcast like yours is great.
(07:14):
Network television has spenthundreds of millions of dollars
on branding and it's nationwidein our union is quite a
different level of credibility.
I mean, joe Rogan could arguethat his podcast is as important
probably is on that platform,but let's do a little bit of the
traditional.
There's a different type ofexperience when you go in, when
(07:35):
you have multiple $100,000 pluscameras on robots spinning
around zeroing in on youperfectly, with trained
journalists, with trainedcameramen or camerawomen, if the
term is applicable all therefocusing on you on a live set
(07:58):
where your interview is fourminutes max.
That showcases you in adifferent light than going to I
mean to the worst type.
We talked about theprofessionalism of podcasting.
You're obviously a pro.
I get that.
I was on a podcast, in contrastwith a man in Pakistan.
He was using his phone and waslying on the side and I heard
(08:22):
donkeys screaming outside,traffic horns and the door
window was open and he had hisphone.
Like this, that was his podcastinterview.
So you have all extremes outthere.
So I think it's important tobrand yourself correctly.
Brand yourself using theplatform.
(08:45):
I would never use that podcast.
It just went in the trash.
I could never use it and Iasked him to remove me after.
I don't want my brandassociated.
Be careful where you broadcast,do it with intention.
And would your grandmother beproud of you?
This is a little bit of abenchmark, okay, would grandma
or grandpa be proud of you andsmile and want to talk about you
(09:07):
at bridge when they have theirgrandkid on TV.
Yes, they're on Kendra Corman'spodcast.
Yes, there's credibility,there's professionalism.
Use the platforms that makesense.
And why I got into this was as aseminar promoter, producing now
(09:27):
almost a little over 2,000events worldwide and many
virtuals, but mostly live eventswhere people came in meaning
live in person.
There's, of course, livevirtual now, but live and
in-person events.
I found that many people weregreat content experts.
People talked aboutrelationships, body language,
(09:48):
spirituality, sales, marketing,leadership, you get the gamut
health.
These are all common topicsthat people.
How do you differentiateyourself from the other people?
One having a book Necessarycredentialization exists with a
book.
A series of books againseparates you and puts you at a
(10:11):
higher level.
Then you're in the master'sdegree category 10 plus books.
You've got a PhD, which makesyou piled high and deep with
books.
10 plus books, you've got a PhD, which makes you piled high and
deep with books.
But that's a necessarycredential.
It's way beyond the businesscard, it's credentializing
yourself.
Then, of course, taking it tothe next level are you a
(10:31):
bestseller in your category?
Are you an internationalbestseller, meaning in two
different countries on Amazonmeeting their criteria for
bestseller status, amazonmeeting their criteria for
bestseller status, then have youbeen on a multitude of podcasts
good podcasts, eg yours andsome others that we talked about
.
If you've been on Entrepreneurson Fire, which is one of the
(10:52):
biggest podcasts out there inthe space, or ultimately Joe
Rogan's podcast, wouldn't we alllove to be on his and those are
other credentialing platforms.
Network television, in myopinion, is the highest because
it's the hardest to get on andyou have to be prepared for it.
(11:15):
Preparation is key.
You just can't walk in andbelieve that you're going to be
effective on network television.
No, you must be media trainedbecause, for example, here in
Las Vegas, there are fivedifferent networks in English.
There are two in Spanish,univision and Telemundo, which
are also here, but there arefive that are in English.
(11:39):
All of them are independent,different, under the networks of
CW, nbc, abc, cbs and Fox.
You've got to be prepared.
This is live television, bigleagues, and the interviews
range from as little as two anda half minutes to four minutes
max, because those get squeezedin between commercials, which is
(12:04):
how they make money.
It's precision, professionalism.
You just can't talk endlessly.
How do you get on those shows?
You're prepared.
You've got a relevant topicthat makes you interesting, so
the booking agent slashproducers are interested in you.
Let me repeat that You'reinteresting, so they become
interested in you.
How are you interesting?
(12:25):
By having a book which isunique to your thumbprint One
strategy.
Second, timeliness of topic.
For example, right now, ai isbooming.
Two years ago, anything AI likeI got covered on all the
networks here instantly becauseI produced a live in-person
event at the South Point Hotelwhere we had 563 people
(12:49):
attending our two-day conferenceon chat GPT just chat GPT.
Now, today there are AI eventseverywhere, but it's still a hot
topic, trending topic.
Trending.
It's not a fad.
That does this like Pokemon.
No, it's trending.
It's here to stay.
It's growing.
Look where the people withmoney are spending.
Third is is there a?
(13:11):
So it's trending.
You got a book?
Third way to get on some ofthese channels, even podcasts,
is all right.
Does it follow a media calendaryou mentioned yesterday, or is
it today?
Is St Patrick's Day?
Do you have St Patrick's Daytips that anybody can apply to
drive safely, or what are thegreatest things?
(13:32):
Or do you have a good gadget,clothing with the latest designs
on St Patty's's Day?
The history of your written abook on St Paddy's Day
timeliness following a mediacalendar.
We have upcoming Mother's DayIf you have Mother's Day
relevant promotions.
Father's Day, oh, july 4th,we're in America, anything?
(13:54):
July 4th, back to school.
These are all elements and I'mgoing to give you a list, kendra
, of the media calendar that youcan share with your listeners
and viewers.
Oh great, Thank you so that'd bea yeah, just a little gift you
can put in the show notes sopeople know what it is, and
that's a way to get in the media.
Those are the three most commonways if you're to go out and
(14:17):
earn a spot, because you justcan't people.
So you just say I've got a, Iwant to get on tv, uh-huh, and
how interesting are you?
Are you trained?
Are you ready?
Have you eliminated sayingright at the end of a sentence?
Or do you um yourself to deathwith people and say you know not
(14:38):
, people have gone through mytraining.
I haven't said it once, norwill I ever, because I got a
beat out of me.
Right, I've not had a beat outof me, yep.
Speaker 1 (14:48):
And I so seems to be my.
That's my magic filler.
Speaker 2 (14:52):
All you have to do is listen to yourself and realize
was that a necessary word?
That's how I coach people toget rid of those verbal faux pas
, Filler words.
Speaker 1 (15:04):
Yep Filler words, so is my favorite one.
That's the one that's my go-to.
Speaker 2 (15:08):
That's a hard one for me too.
Speaker 1 (15:10):
And yeah it's, it's rough, but I sew people a little
bit.
Speaker 2 (15:15):
No ums, no, you knows , and certainly not right,
because when someone says that Isay left or like, like is a
killer one.
Speaker 1 (15:25):
Oh yeah, that's a killer.
I used to do that one Like,like and you know You're not
from California.
Speaker 2 (15:31):
What are you doing?
Speaker 1 (15:32):
You're from Michigan.
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.
Oh, you were like that was thething.
Okay, like you know.
So before we started recording,we actually were talking a
little bit about your, youraudience, and it's very big in
Asia, right?
So if somebody is looking to gointernational with their
(15:56):
message, what recommendations doyou have for them?
Because it's, yeah, I love theauthority, I love the TV.
Yes, tv outranks my podcast.
I'm totally cool with that.
Speaker 2 (16:06):
I'm not picking on you.
No, no, no but it's true.
Just the money was spent inbranding it.
Speaker 1 (16:12):
Yeah, exactly, and the viewership is different,
like there's just a lot of stuffthat goes with it and that you
know.
Trust me, I'm not competingwith mainstream TV and I'm good,
I'm good.
Speaker 2 (16:27):
It's a different platform.
Speaker 1 (16:28):
What is best All of it, but people are very
impressed when you're on TV.
Speaker 2 (16:33):
Correct, especially my generation.
Speaker 1 (16:35):
Yeah.
So I think that there's a lotof people out there that get
impressed with TV.
I have clients all the timethat they get a TV spot.
They're like, oh my gosh, I wason TV and let's put this
everywhere.
And I'm like sounds good, let'sput it everywhere so everybody
knows, even the people thatdidn't watch it.
Sure, so that was very good.
But if they want to gointernational, what do you
(16:57):
recommend for that?
Speaker 2 (16:59):
Contact me and pay me and I'll make it happen.
Very cool, I'm not shy, in caseyou haven't noticed.
It's where do you want to go?
You know, buy some consultingtime and I can give you the
roadmap.
Oh, and because, like you, Idon't work for free, nor should
anybody.
It's like OK, you want to knowthat I can give a few tips,
(17:19):
which I'll happily do.
In order to be international,you got to start here first.
Why should they talk to you?
Because you're a nice guy.
Nice guys finish last.
Okay, there's a book on that.
You've got to be branded herebefore I can take you there.
So the first thing I'm going tosay is if you want to get on TV
in Las Vegas, I'm your guybecause I guarantee television,
(17:48):
guaranteed coverage, not likeother publicists who want a
monthly fee with a six monthcontract.
No, you pay me one fee for aguarantee.
You pay me $10,000.
I'll get you on four channels,guaranteed with the media,
training to enable you to beeffective on the camera, on
camera, and I've got thecredibility.
I have my own show on NBC hereand I was a pitchman on Home
Shopping Network for three yearsLive camera work.
(18:10):
I think I'm as good as anybodyto coach people to be effective
on television for that fourminute spot.
So that's how you gointernational is?
You start here, first Get yourown house in order domestically
and then if you want to gointernational, okay, it's a lot
easier because you've gotAmerican television.
Many of my clients, my biggestmarket, is Singapore.
(18:32):
Many of my Singaporean clientshave been able to get on their
local TV channel, which isChannel News Asia, which is the
government channel in Asia, bybeing on TV here.
Yes, I got them on televisionhere.
They did their virtualinterviews with NBC and CW here
in Vegas, which I made happenfor them.
(18:53):
Then they went to CNA, which isthe big dog, the only game in
town with the government channel.
Population 6 million people,small country, but rich, very
rich.
They were able to leverage thatto then get on TV there in
their own home country.
Why is that valuable?
Why did it happen?
Because the show producersfound that they are interesting.
(19:18):
If they were on Americantelevision.
There is no bigger credibilityin our market.
We know this.
You're from Detroit, I'm inVegas, come from LA Originally.
There's nothing higher thanbeing on the morning show in New
York city.
That's top of the food chain.
I can't claim that I have notbeen on the morning show in New
York.
What if?
(19:39):
What I go do that interview youbetcha, you betcha, yeah.
Well, these 230 pounds would berunning to the airport.
I'd have a heart attack.
But I'd have to see it, but Iwould get there.
That's the ultimate.
Hasn't been necessary in myparticular career.
But getting clients to thatstage, yes, I've gotten them.
(20:01):
But you have to start in yourown market or and you build up.
It's an ascension model.
Some people talk about printpublications still applicable
and that allows legacy value.
Today there are fewerpublications, but if you can
brag that you were covered inForbes, you're covered in the
Detroit News.
(20:22):
I don't know what newspapersyou have left there.
Whatever it is, grab it whileyou can.
I'm sure Troy, where you'refrom, has something.
We do it might be, available.
Maybe your parents still read it.
I like newspapers when I canread one.
I do a lot of reading online,but I still like that.
I have personally been coveredin quite a few newspapers in
(20:44):
foreign countries.
I use that as fly-ins tolegitimize me and credentialize
me and for my clients.
We've created press conferencesin Manila, which was much
easier, where we had newspaperreporters come in from the
Chinese publication, of whichthere were three Tagalog, which
is their national language, andEnglish.
(21:04):
All come in asking speakerswho'd gone through my speaking
mastery program, who wanted tolevel up their credentials, to
be interviewed there.
And then we got them all on CNN,which was also in the
Philippines, and the otherchannels which you've never
heard of unless you've been inAsia.
But there are other much biggerchannels.
In CNN CNN is the biggest namethat you would recognize, but in
(21:27):
the Philippines there areothers and then getting them on
radio shows.
Now we're getting them onpodcasts, you know, and it's a
podcast is exploding, it's agreat platform.
That's why I thank you forhaving me.
It's been a privilege to be onyours and I, of course, will
distribute this as more of acredentializing of my background
(21:50):
being on your podcast and, ofcourse, I'm going to invite you
to mine.
Thank you.
Speaker 1 (21:54):
And I think that that's important.
So a couple of things that I'mtaking away.
One a book is definitely goingto help build your authority
right.
I don't think anything reallybeats that.
I wrote a book.
Even if people don't read it,you wrote a book.
Speaker 2 (22:09):
Fancy business card yes.
Speaker 1 (22:11):
It is a very fancy business card, which is why I
wrote a book.
I was motivated to do sobecause I never intended to do
that and it but it was a hugedifferentiator for me as I
looked to book speaking gigs andtalk to people more about it.
And then no matter really whereyou want to go with your
(22:31):
business internationally,domestically what you still have
to start here.
You have to start local and youhave to build your authority
locally before you can go beyondthat.
So very cool, very greatinformation and I think that
there's actionable steps thatpeople can take from this and if
they want to go to the nextlevel, definitely contacting you
and we'll have your contactinformation in the show notes is
(22:52):
a big step.
But before I let you go, I dohave the question that I ask all
of my guests.
That is that this show iscalled Imperfect Marketing.
Marketing is anything but aperfect science.
We established that itdefinitely is part art and part
science, but definitely not allscience, right?
So what's been your biggestmarketing lesson learned along
the way?
Speaker 2 (23:10):
All right, I'm going to go back in time a little bit.
I'm going to pull something outof the archives.
9-11 happened 24 years ago,almost 24 years ago, 23 and a
half years ago to be exact.
I was living in Los Angeles.
I owned an ad agency.
At that time, married at thattime, I was shocked by 9-11,
(23:31):
like anyone.
After two days, because theworld was turned upside down, I
returned to my office, waswalking upstairs because my
showroom was downstairs Allthese items that we had and I
had a trade show display companyalso where we had all the
displays laid out.
And I'm walking up the stairsand I see a roll of toilet paper
with the IRS 1040 form on it.
(23:51):
That was one of the promos weran for a client.
It was part of a campaign Idon't remember what it was and I
said that's how I'm going tocontribute.
As an American, I can enroll inthe Marine Corps.
My knees are screwed, can't dothat.
I thought I'm going to go backand I'm going to fight for it.
It's crazy thoughts.
(24:12):
It was just a reaction of beinga man.
My country had been assaultedand I thought I'm going to react
.
The better way is to come backwith an economic aid to those
that have been victimized due tothe invasion of our country.
So I put Osama bin Laden's faceon toilet paper and I said wipe
out terrorism, putting his facewhere it belongs.
(24:33):
That earned me publicity aroundthe world.
I hired a publicist, paid her$10,000 for.
She said, mitch, this is goingto be a fad.
She warned me she wasabsolutely great.
Other publicists not so great,but this lady was honorable.
She's not with us anymore butshe charged me $10,000 for I
(24:58):
mean $10,000 a month for twomonths.
That was the standard rate fora publicist in LA Anybody that
was good.
So I gave her 20 grand.
She got me on televisionstations around the world,
hundreds of radio stations Icouldn't do.
Them all Wanted me.
And how did I market?
That's to answer your questionto where I had the phones.
(25:19):
Literally I had a phone room ofpeople, everybody on staff.
I had 17 people answeringphones and taking orders because
we used a platform.
Television was one.
I was on Fox TV and a multitudeof others that had come and
interviewed me on in my, in myshowroom, showing this and the
whole background.
I use something I'm going toshock you.
(25:41):
This will turn your hair greenFax broadcast Back then.
Then that was my number go tonow became illegal and you got
fined and all this but I wouldsend faxes from canada.
That's how I.
I hacked the system, but faxbroadcasting was the most
effective click-through ratio.
Click-through is the newer term, but it's called getting red
(26:03):
ratio where people read it.
Of any marketing platform I'vetested before or after More than
chat, because everybodyphysically picks up a fax and
looks at it.
Either I'm interested or I'mcrumbled up, thrown in the trash
.
But because of how we marketedand I knew fax broadcasts so
well we had the phones ringingoff the hook Selling the toilet
(26:27):
paper.
I had t-shirts with Bin Ladenbeing chased by the devil with a
pitchfork.
I had targets with his face onit with the circles around it.
We sold all sorts of thingsSatan is coming for you, bin
Laden and had his face like this.
I had a whole line ofmerchandise, everything we were
(26:47):
selling like hotcakes for sixweeks.
Then it died.
The interest died.
People went back to the normal,the new normal, whatever that
was.
Tsa was born because of 9-11.
Speaker 1 (26:58):
I was going to say TSA was born.
Speaker 2 (27:00):
Yeah yeah, tsa was born, homeland Security was born
.
They didn't exist before that.
These new government agencieswhich now are part of our lives
it's been 24 years are part ofour lives today.
They weren't then.
But how did I capitalize on it?
I acted, number one.
I used the right platform atthe right time, right message,
(27:22):
right time, and I acted quickly.
I saw the opportunity and Iacted.
Within a week I had copycatpeople selling toilet paper on
the street corners allthroughout America who took my
concept, ripped me off.
But it was the highest form offlattery is copying, because I
had a proven concept.
(27:42):
But I was first in the world todo this and I realized the
power of media or publicitygetting me out there.
She sent how did she get me infront of the media Fax.
She faxed all the media outlets.
She knew what she was doing.
I faxed all the military PXsacross the world, american
(28:05):
military PXs, because it wentinto their stores, their bases
all over the country and theworld.
I got the list, found the rightlist and I faxed all of them.
Now that method may not be aseffective or well-received today
.
I don't even know people whohave fax machines.
Maybe lawyers do.
Speaker 1 (28:25):
I had one I'm going to say it's like well, it's
probably been close to 10 yearsnow 11 years and I used to get a
daily fax from some newscompany.
Yeah, it was pretty cool I readit every day.
Speaker 2 (28:44):
Yeah, I think there might be e-faxes today in some
cases, but we use email.
It's changed.
So would would e-mail be aseffective?
No, because you can click awayeasier.
You've got to have thecompelling headline.
But my most successful sellthrough on any of my marketing
campaigns, I would say of myhistory doing this Facts Very
(29:06):
cool.
Speaker 1 (29:07):
That's so interesting .
Well, and I think yeah, it'smeeting people where they're at,
with what they have and in away that they don't want to look
away.
That's why I always talk aboutemail versus social.
It's way easier to scroll pastthings on social than it is.
You at least see your name andstuff on email and you can
(29:29):
control that a little bit moreand maybe entice interest within
a subject line.
Right To get that open.
Speaker 2 (29:36):
I'm not as good as facts, but I'm Kendra.
I'm from a little bit differentgeneration than you, but you're
also from a differentgeneration than the young people
who are shaking their bodiesand exposing themselves on
TikTok.
That's a different generationfrom you.
How would you market to them?
How would I market to yourgeneration?
How would I mark I know how tomarket to my generation because
(29:58):
I'm one of them.
I know how we think I'm a babyboomer.
Different.
You're, I don't know which.
You're an ex.
Okay.
You buy and consume andinteract with.
You've got to know where yourmarket lives.
What pond are they swimming in?
And so you have to appropriatethat.
Today, facts, I guarantee you,people under 30 don't even know
(30:21):
what that word means.
Speaker 1 (30:23):
They wouldn't know how to send one for sure.
Speaker 2 (30:24):
Well, they wouldn't know how to send one.
What is the purpose?
What is that?
Did my grandpa use that?
Is that something I'll find inthe Smithsonian One day?
It'll be in the Smithsonian,I'm sure, along with the IBM
Selectrics these are, you know,something called the typewriter.
You know these are all oldmethods, but during their time
they were effective.
We drive cars today.
(30:45):
One time we were on buggies,horse and buggies.
Speaker 1 (30:48):
My grandfather used to throw the Chicago Tribune off
the back of the wagon and waspulled by a horse and buggy to
the different news.
Speaker 2 (30:57):
That was one of his first jobs, so my first job was
a paper boy at age 10 for theLos Angeles Herald Examiner
which I had.
I got the paper served to meflat, had to fold them twice,
put a rubber band on them, putthem on my satchel and it swung
over the back of my rack in theback on my Schwinn bicycle and I
(31:19):
would pedal and throw as I wasgoing down the road.
Speaker 1 (31:22):
My first job after college was an advertising
assistant at the Center DailyTimes in Center County,
pennsylvania, so I think we allstart in the newspaper, right?
Speaker 2 (31:32):
Yeah, it's a good background.
Journalism is great.
You speak in terms of facts andyou learn why people buy.
Speaker 1 (31:38):
You do, you definitely learn.
The team there took me undertheir wing and I learned a lot
there, a lot more than I thinkmost people assume.
So very good.
Well, thank you again so muchfor joining me.
I appreciate it.
Thank you all for tuning in andwatching.
I appreciate that.
Hopefully you learned somethingtoday and, if you did, it would
(32:00):
really help me out if you wouldrate and subscribe wherever
you're listening or watching,and if you want to connect with
our guest Mitch later on, feelfree to check out those show
notes or the video descriptionthat's located right below this
video and be sure to connectwith him.
Thanks so much and have a greatrest of your day.
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