Episode Transcript
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Speaker 1 (00:00):
We are in the business of selling the melodrama being.
Speaker 2 (00:04):
Of service to someone, rather than trying to sell a
bunch of stuff.
Speaker 3 (00:08):
The idea is to build trust.
Speaker 4 (00:10):
I'm Richard Gerhart and I'm Elizabeth Gearhart. You've just heard
some snippets from our show. It was a great one.
Stay tuned, especially you want to start a new.
Speaker 5 (00:18):
Business, ramping up your business.
Speaker 6 (00:22):
The time is near.
Speaker 5 (00:24):
You've given it hard.
Speaker 6 (00:25):
Now get it in gear It's Passage to Profit with
Richard and Elizabeth Gearhart. I'm Richard Gearhart, founder of Gearhart Law,
a full service intellectual property law firm specializing in patents, trademarks,
and copyrights.
Speaker 4 (00:39):
And I'm Elizabeth Gearhart. Not an attorney, but I do
marketing for Gearhart Law and I have my own startups
in podcasts.
Speaker 6 (00:45):
Welcome to Passage to Profit the Road to Entrepreneurship, where
we talk with entrepreneurs and celebrities who tell their stories
about their business journey and also share helpful insights about
the successes that they've had.
Speaker 4 (00:57):
Did you know that two in five Americains want to
start a new business or our business owners? We have
lots of information to help them too, and we.
Speaker 6 (01:05):
Also talk a little about the intellectual property that helps
them flourish. We have a very special treat Gina Tonioni,
who is an amazing actress. She's been on screen and
stage with One Life to Live Guiding Light a lot
of interesting stories and we really look forward to working
with her.
Speaker 4 (01:24):
And after Gina, we have two just amazing presenters. I
have to say, both of these people came to our
meetup last night in New Jersey and blue everybody's socks off.
I'm not kidding. Their marketing skills are beyond what I've
heard before. So really looking forward to Warren Miles Pickup
and Kay Allison and hearing advice and tips from them.
Speaker 6 (01:44):
Great. But before we get to our distinguished guests, it's
time for your New Business Journey. Two and five Americans
want to start a business or are already business owners,
and this segment is for them. We're going to ask
our panel a question and hopefully enlighten our audience about
how they work. So today the question is how do
(02:05):
you use marketing tactics to build your brand? Let's start
with Gina, how do you use marketing tactics to build
your brand?
Speaker 1 (02:12):
When you asked me something like that, I immediately go
to okay, where am I? Where am I and what
am I doing well? And what's working? I start off
with a series of questions what interests me? In other words,
if I find that I'm having enthusiasm coaching or talking
about stories about faith, which my podcast and we'll get
(02:34):
into that is about that's where I start from. I
think that's so important. You know, I can't speak to
exactly the technique, but we use social media, Instagram, all
platforms to get our stories out there, our podcast, But
I think what is most important for us is the
authenticity of what we do. Being an actress for twenty
five years, there's a lot of masks going into my
(02:57):
daily work, right preparing for characters and making them believable.
And I find that when relating to people being myself brand,
if you want to say a Gino TONIONI I think
to stay authentic and connect to the audience about content
about what you're trying to talk about is the most
important thing.
Speaker 6 (03:16):
Absolutely, and you have that sort of relatable nature. I
think that really kind of helps get your message across. Warren,
how do you use marketing tactics to build your brand?
Speaker 3 (03:27):
I would say the number one tactic that I've used
recently and in my past is the process of education
based sales. So it was a concept that was popularized
by Chet Holmes, who was the right hand man to
Charlie Munger, and he wrote a book called The Ultimate
Sales Machine. And the concept is that in order to
be successful in sales, you have to educate somebody on
(03:50):
the problem. Teach them what it is that they're facing,
what the consequences are of not fixing that problem, and
then show them what the solution is. Teach them how
they can implement that solution, and then position yourself as
the provider of that solution. And by bringing them through
that process, you can bring yourself to the forefront as
(04:10):
the individual that is going to be best suited for
them to fix that problem for them.
Speaker 6 (04:14):
That's great. Okay, what tactics do you use to help
build your brand?
Speaker 1 (04:20):
It's very ironic.
Speaker 2 (04:22):
My clients are entrepreneurs, and so you would think I
would find them on LinkedIn, but I got talked into
experimenting with TikTok.
Speaker 4 (04:32):
Yes, TikTok, and I don't.
Speaker 2 (04:34):
Unpack shopping halls from shine or lip sync and dance,
I really don't. Ironically, I have built a very robust
business by putting business content out on TikTok.
Speaker 6 (04:46):
Wow, that's kind of different. Yeah, how's it worked.
Speaker 2 (04:49):
I have something blowing up right now. I posted something
from the airport on Sunday night and it has four
hundred thousand views. I've gone from fifteen thousand followers to
I already thousand followers, and my next paid workshop is
booked out. My sales conversations are booked out through way
through the end of the year.
Speaker 1 (05:08):
It's kind of crazy.
Speaker 6 (05:09):
That's really great, Elizabeth.
Speaker 4 (05:11):
I'm not as brave as kay. Social media is great,
but it's so overwhelming. There's so much. So I really
focus for my branding on LinkedIn. So when I decided
to really get into the podcasting stuff, I changed my
LinkedIn profile, all the stuff about me everything to be
media focused. And I found that really has helped shift
(05:32):
my brand to me as a media person because I'm
getting outreached from a lot of people about media now
on LinkedIn and people interested in the different things that
I'm doing. So that's what's working for me for my tactic.
Speaker 6 (05:44):
I guess I'm just going to go back to something
that's kind of basic. When we first started the law firm.
We started doing pay per click advertising and people were like,
oh no, you're never going to get clients number one
from the internet, number two from paper click. And it's
a really easy way for business owner or entrepreneur to
get some attention and get some results really quickly. Pay
(06:05):
per click In case you don't know what it is,
it's those advertisements that show up on the right side
of your search bar when you're like looking on Google
or up at the top, and you pay for those
ads to be served, and every time somebody clicks on it,
they go to your website and then you pay Google
a small fee in order to get the advertisement. And
so rather than just wait for SEO to take place
(06:27):
and make sure that your website gets up to the top,
you can get your business out in front of people
fairly quickly. So pay per click, I think is a
great tactic. Thanks everybody, they're really amazing tactics and Passage Profit.
We're always willing to speak with our audience. Hear your
feedback and you can reach us at Passage to Profit
show at gmail dot com. Contact us and we'll put
(06:51):
your question on the air. So now it's time for
our guest Gina TONIONI welcome to the show.
Speaker 1 (06:57):
Thank you for having me.
Speaker 6 (06:59):
You're such an accomp actress, and now you're kind of
focusing on some different things. So tell us where you
started and then how you got to where you are.
Speaker 1 (07:08):
The quick story twenty five years in daytime television. I
had the honor of playing some just wonderful characters for
One Life to Live Kelly Kramer, Dinah Marler a Guiding Light,
and Phyllis Summers at yn R for CBS and ABC.
And that's twenty five years of so much joy and
incredible people that I met along the way.
Speaker 6 (07:29):
So what are these characters like? I mean, I remember
seeing these And if.
Speaker 1 (07:33):
You have not watched soap operas, you know soap operas
are melodramatic, right, So we are in the business of
selling the melodrama for the week. So we have cliffhangers
on Friday and we pick them back up on Monday,
and then during the week we carry the story with
a lot of sort of repetition. And though so many
people who I met over the years make it look easy,
(07:56):
it is not an easy job. And it's an incredibly
hard job in that there's a lot of volume of
material every day. You have to produce a show every day,
and sometimes multiple shows. The average script is about seventy
five pages, so you could be doing anywhere between forty
five to seventy pages. If it's a full day. You
got to lead character, so it's a lot of volume
(08:18):
and no cue cards, all memorization. So that's one component.
The other component is being interesting right and compelling. That
part is the work and so I had the joy
of learning how to do that for twenty five years.
So how do you do that well? But you should ask.
One of the pivots that I've been making is coaching
(08:40):
online for folks who want to learn how to make
material come alive, whether it is for high school production
or something they're doing privately, or for debate dramatic interpretation,
which is really taking emotion, finding the emotion within the
text that you're studying and performing and bringing it to life.
(09:00):
Funny thing is when you memorize things, it can sound
memorize it can sound memorize it in a funny way. But
when we get an action and tactic and I learned
this from my mentor Penny Templeton, it means like, how
are we gonna get something that we want, well, we're
gonna dig by grabbing or we're gonna dig by lassoing,
and you literally put that into action and it changes
(09:24):
the vibration of the material. It becomes personal to the performer,
and it resonates with the audience. So that's the quickest
way I can explain it, and I teach people how
to do that.
Speaker 4 (09:34):
Well, I did want to ask you, if you're in character, yeah,
five days a week, immersed all the time. Do you
take that character home with you?
Speaker 1 (09:43):
The quick answer is, of course you do. It's in
your back pocket, but you have to for sanity reasons,
put it up at the end of the day, come
home and relate to your life. But it is, it's
a constant dialogue. And I will tell you. People say, well,
what was it like when you left this show or
that show. It takes a little little bit, but I had
to get some space from always having dialogue in my head.
(10:04):
I always was sort of preoccupied, maybe that's the word,
preoccupied with learning material and the energy that that took
for me. And when I stopped doing that, it's remarkable
how quiet life got and it was very good, it
was very rich, really good.
Speaker 6 (10:18):
So how do you understand what emotions you're trying to
convey with a given script. Is that written into the
script or is that the director saying we need more
of this, or is that you understanding the character.
Speaker 1 (10:31):
It's every component. So it's what's written on the page,
it's the clues within the page, it's the questions you
ask as an actor, and you have to look at
the genre. You have to look at what the whole
script is, so you have to look at it from
every angle. And then when you're done doing that, then
you have to find the characters similarities to yourself and
(10:52):
the non similarities and how they're relating to everybody on
the canvas.
Speaker 4 (10:56):
So there are several components. How do you make yourself cry?
Speaker 1 (11:01):
You know what it is? Finding the trigger? And the
trigger change over the years, and I will tell you
that when I was working a lot on a daily basis,
they were always right there. It wasn't very hard. I
could use something that was recent, or I could go back,
but usually it was pretty recent stuff that I could
trigger and it would be visual. I could go there
visually and I would remember what the emotion felt like,
(11:22):
and like a computer, I would tell myself okay, she's
in this emotional state. It's about this land's like an
eight or ten, and it's just a focused belief. But
when you're away from it, you have to really zone
in on it, so it's not easy. When you're not
doing it. Often i'll say.
Speaker 4 (11:39):
That, wow, that's fascinating. Yeah. One thing that you and
I had talked about was you're helping iss who are
preparing for prep debates. Right.
Speaker 2 (11:47):
It started with my niece.
Speaker 1 (11:49):
That's what really influenced me. She is competing in Florida
with national speech and debate in her high school and
she came to me and looking for help, and it
just it shows me that, wow, I can help her,
which means I can help others. So it really motivated
me to start investigating how I could get the word
(12:10):
out and start looking for other people who might need
help and prepping because it's a lot. You know, a
lot of these drama departments or debate departments have a
lot going on and the director sometimes can't handle all
the students, and that might be something that I could
help with.
Speaker 6 (12:25):
Just kind of turning your focus maybe to the commercial world,
where do you think having sort of enhanced skills in presenting,
where would that come in handy do you think for
business people for example.
Speaker 1 (12:39):
I just think when you are interested, when you know
the value of what you're saying and why you're saying,
it makes all the difference in the world. And so
there you go. That's what you want to do in
a presentation, whether you're selling toothpaste or a spreadsheet or
explaining a spreadsheet, you want to know why you're talking
about it and why you care, because there is a
(13:01):
reason why you're there in the room. Sometimes we get
in our own way. Some of us don't want to
be in front of a great crowd or don't know
how to well, there are ways that you can talk
to one person in that room. You can parallel, you
can talk to one person in your mind and personalize.
That helps, It helps calm the nerves.
Speaker 6 (13:19):
So that's great. I mean part of it is purpose,
understanding what your purpose is being there. I think showing
the audience that you care about them and that you're
kind of listening. I mean, you either understand your audience
or you're trying to understand them. And I think that
sort of seems to be the essence of communication.
Speaker 1 (13:38):
Yes, it is, and facilitating the message really facilitating the
message and being the best facilitator you can. And maybe
there are things you're doing that are getting in your way,
or maybe things you can do that will help you.
Speaker 4 (13:48):
Well, if you feel really self conscious, if you don't
feel confident, because so many of us are not confident
in front of other people and speaking, and how do
you reject confidence to the people you're talking to or
train yourself to do that?
Speaker 1 (14:04):
Absolutely, it's not an easy thing. Hey, I mean, how
many times are we really standing in front of a
group of ten fifty or more and trying to communicate
a message. I think the most important thing is having
a strong driving question. It's important to have a strong
driving question. And when you open the piece and say,
you know how, let's say, example, how can I appeal
to Elizabeth's heart? How can I break open to Elizabeth's
(14:26):
heart right away? That gets the focus off of myself
and onto you and onto now a doable tactic. I
am going to lure you by lassoing or petting, and
so these are images that I can use that will
help get the material moving along and texturize it and
make it personal. And then suddenly now you're onto an
(14:48):
object and so you're not focused on yourself and the
nerves start to settle down.
Speaker 4 (14:52):
So people are wild animals.
Speaker 1 (14:53):
Really, yes, we all are wild.
Speaker 6 (14:56):
Yes, you're right.
Speaker 1 (14:57):
Always great that it sort of explains the of the question, right,
the driving question. It gets the mind on a job
right and off yourself and onto a tactic that's really interesting.
Speaker 6 (15:08):
So while you're presenting and working, you're actually kind of
also have these other images in your head as you're
trying to create emotion.
Speaker 1 (15:18):
And you know where your piece is going, you know
where the transition is, and then you know, okay, this
is really where I want to put some emphasis, so
you know the map of your piece.
Speaker 6 (15:27):
That sounds exhausting, but I guess if you're a professional,
you can do it, right.
Speaker 4 (15:31):
Yeah, practice. Let when you were in your acting Heyday
and the soapapas, did you practice? Did you have time
to practice?
Speaker 1 (15:38):
I memorized. I memorized all that material because Erica Slazaki
credible actress One Life to Live, she played Victoria. She
said to me, as long as you have the material
in your head and in your heart, you can do
anything with it. And she was correct. If I had
the material that gave me the first piece of the puzzle,
and the second piece was then I could execute it,
(16:00):
but you always have to have a piece in your head.
So I memorized quite a bit. And then when I
got the chance to work with the other actor, maybe
we would run it before the scene. Then we would
have fun with it. And sometimes you didn't get a
chance to do that, and then that was up to prep.
Speaker 4 (16:12):
That was up to the prep.
Speaker 1 (16:14):
Yeah, it's a lot of work. It's amazing how these
actors on soap operas today make it look just like
so easy.
Speaker 6 (16:20):
That's why I was gonna say it so easy. I
always thought you just kind of walked in and you're well,
I will.
Speaker 1 (16:25):
Say, and I'm going to divulge a little bit here.
There were several actors that I worked with on Y
and R specifically, that did not study. They got it
the day of, they opened it the day of, and
then they they said it. They did their thing. It's amazing. Word,
and these are very well known actors show they're great.
Speaker 4 (16:43):
Amazing.
Speaker 6 (16:44):
I could never do that, and it came out great, it.
Speaker 2 (16:46):
Came out incredible.
Speaker 1 (16:47):
They've been there for thirty forty years.
Speaker 4 (16:49):
They're killing it.
Speaker 1 (16:50):
I mean, it's amazing how they do it. That's a
natural talent, not one that I that I have ever possessed.
I have to work at it.
Speaker 6 (16:57):
So how much of acting is talent and how much
of it is.
Speaker 1 (17:02):
I think it's craft, then you'll always work at it.
But I think it's a lot of God given in
many ways. And I also think it's the trust and
the enthusiasm you have for what you do, and I
think that translates and it's a magic. It's a certain magic.
I always say, like it takes a minute to find
out really.
Speaker 4 (17:19):
What moves your heart?
Speaker 1 (17:20):
You know, protect your heart, look into the heart and
ask a questions.
Speaker 6 (17:23):
Gina TONIONI an amazing actress. She's been on screen and
stage with One Life to Live Guiding light a lot
of interesting stories on Passage to Profit and stay tuned.
We're going to be hearing about the legal battle between
the Plush Toy Titans back with more Passage to Profit
right after this.
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Speaker 6 (19:41):
Now back to Passage to Profit once again.
Speaker 5 (19:44):
Richard and Elizabeth Gearhart.
Speaker 4 (19:46):
And our special guest Gita Tanuoni, Gina's very accomplished actress.
There was a question from one of our other guests here.
His daughter is an actress. She's in plays at school.
She wanted three tips for acting. Three tips?
Speaker 1 (20:03):
So your daughter is how old?
Speaker 6 (20:06):
She's twelve?
Speaker 1 (20:06):
Now she's twelve. Great age. So they're like a sponge, right,
you know, before the moment, there's this really wonderful beat
that can happen before any actor opens their mouth, and
they can create any world they want. So if she
has a sense of before the moment emotionally, where her
character is coming from, before her first beat, gives her
(20:30):
a few seconds, maybe thirty seconds of prep before she
steps onto that stage, and that puts her into an
emotional state. And if she can quantify that, if she
can say, well, I'm at an eight, I'm at a ten,
I'm at a five, and then when I get to
the second line, I know I'm going to get to
a ten.
Speaker 4 (20:48):
Let's say she.
Speaker 1 (20:49):
And her mind can evaluate that and she knows exactly
what she wants to do, so she puts her in
control right away. That'd be the first thing. Number two,
I would have her storyboard. I would have her make
a little board at home and completely graph out if
she wants, with colors, whatever she wants of how she
sees the whole piece going. Other words, this is where
(21:09):
her character starts, this is where what happens in the middle,
and this is what happens at the end. So she
draws this beautiful picture. So in her mind. She's always
creating this beautiful picture every night, and she can change
it however she wants, but she's in control of the image.
And number three, have fun, have a lot of fun,
and trust yourself and let go and within the material
(21:33):
and get lost in it. Allow yourself to get lost
in it and shine through it, and she's going to
be amazing.
Speaker 3 (21:38):
Thank you so much.
Speaker 6 (21:39):
Yeah, those are amazing suggestions, Sime. It's like, it's fun.
It sounds like a lot of fun.
Speaker 1 (21:45):
It sounds like fun at twelve.
Speaker 4 (21:47):
Do you coach kids that young on acting?
Speaker 1 (21:49):
I've worked with kids in twenty five years. I've worked
with daughters or whenever you make you know, cousins whatever
on the show my storylines. So yeah, I've been around.
They are incredible beings, the fun to watch.
Speaker 6 (22:00):
Absolutely. So we had another question wanting to know the
difference about how you prepare for a social media post
versus another type of presentation.
Speaker 1 (22:12):
Right, even mean an acting piece, maybe or it really
is different because I was doing a public service announcement
for a hospital in an area that I'm involved with,
and I did it as if I was standing up
and making an announcement, and it didn't work, and when
I watched it back, I went, oh, it's not personal.
(22:33):
It's not me, it's not Gina. I don't know what
that was. So I had to go back and find
why I was saying what I was saying and speak
from the heart. And then I connected to it and
I thought, well, then this is something I could watch,
and so I knew that the audience could probably watch
it too. So that's a great question, and you have
to be aware of that is just understand why you're
saying it and make it as personal as possible.
Speaker 4 (22:55):
I'm doing podcasting now and I'm helping people with podcasts,
and so are Warren and Kay helping people with the
marketing and their podcast. Some people's voices I can't take.
How do you fix your voice?
Speaker 1 (23:08):
You know, it's an interesting point. If you think about
somebody like Cyndi Lauper, if you think about these iconic voices,
were they perfect?
Speaker 2 (23:17):
What can someone do?
Speaker 1 (23:18):
I think they have to find is it a pitch
issue if it is, play with a pitch, and is
it a structure something within their voice structure that they
could work on, go to a coach. I think you
can explore it. And I think that yes, of course,
you can find something, you can find a balance to anything.
You'd have to ask yourself what is off about that voice?
(23:39):
And is it universal? Do more than a few people
feel that way?
Speaker 6 (23:42):
Gina Toniani an amazing actress. She's been on screen and stage.
I want to change the focus just a little bit here.
What's it like kind of going from an acting career
to kind of being more of an entrepreneur? Right, which
is kind of the path you're on now. You've got
the podcast, you're giving people instruction.
Speaker 1 (24:03):
So I'm at this beautiful space in my life that
I've had much more quiet and much more groundedness because
I don't have all that dialogue in my head. I guess,
so to speak. And I'm not traveling and I'm home
and I'm living my life with my husband and my doggie,
and I am really in tune with what moves me.
And that isn't overnight. And I will say that to
(24:24):
anybody who's looking to pivot. It's not overnight. That we
know what's going on in our heart. And sometimes your
heart has to go through some work. Whatever you might
be going through, whether it was personal or whatever, give
yourself some time, but stay in it and know that
you will get that answer and you will be drawn
to what you should be drawn to. And you have
(24:45):
to trust that.
Speaker 4 (24:46):
And what's the name of your podcast?
Speaker 1 (24:47):
My podcast I do that with a creative partner of mine,
Ashley Crane, is called Godwins with Gina and Ashley.
Speaker 4 (24:54):
And what's it about?
Speaker 1 (24:55):
And it is about stories, stories that people will share
with the US about their encounters with God, not coincidence,
not necessarily self help, but beyond a shadow of a doubt,
God walked into their life and changed it for the better.
Very often it was at the most difficult time in
their life, and they knew God's presence, they knew his piece.
(25:18):
And for me, I love talking about faith and I
love talking about how God can work. So when people
tell me stories through their struggles, that excites me. So
we pre taped eight episodes and we released them this
year on all social platforms and people can find it
on Apple or on Spotify or iHeart. So we want
(25:39):
you to listen to it.
Speaker 6 (25:40):
Gina TONIONI amazingly having you with us.
Speaker 1 (25:43):
Thank you so much.
Speaker 6 (25:44):
I think We've all learned a lot and I feel inspired.
Where can people find you?
Speaker 1 (25:49):
Gina TONIONI on Instagram and all on Facebook. But my
last name is tg n O n I and yes
you can find me on all social media platforms.
Speaker 4 (25:58):
That's great passage to profit with Richard and Elizabeth Gearhart.
Speaker 6 (26:02):
Well, now it's time for intellectual property news. And remember,
if you have a patent or trademark need, you can
go to learn more about Patents dot com and download
a free white paper about patents. And if you are
interested in trademarks, which are different than patents, you can
go to learn more about Trademarks dot com and you
can also download a white paper there either place you
(26:24):
can book a consultation with me, Richard Gearhart. So now
it's time for intellectual property news.
Speaker 4 (26:31):
What is the difference, Richard, between a squish mallow and
a scoozers?
Speaker 6 (26:36):
I have no idea.
Speaker 4 (26:37):
The very similar So that is what the court is
trying to figure out.
Speaker 6 (26:40):
I did read a little bit about this story. BUILDE
Bear is being sued by Jazzwars. Okay, Jazzwars is a
company owned by Warren Buffett, and I guess they put
out products that are confusingly similar. They're struggling for control
of the plush toy market and they're relying on legal
stuff in order to get through that.
Speaker 4 (27:01):
But the thing is, this is I think why Jazzwears
feels like they have a leg to stand on. Build
a Bear for those of you who maybe don't know
bild a bear. You get this bear shell and you
fill it up with stuffing, and you put a little
hard inside it, and you give it a name and
all this stuff. So it's an empty shell that you
fill up so you make a stuffed animal from the parts.
The Squish mellows isn't already made stuffed animal. It's just
(27:24):
like a kind of a pillow. And the new Build
a Bear thing with scoozers are already pre made, so
they're not like a build a Bear typical product. They're
already out there is like this pillow thing.
Speaker 6 (27:36):
So I wanted to ask our guests today, what do
you guys think about this situation? Warren? What do you
think about this?
Speaker 3 (27:42):
I think it was inevitable that Jazzwear was going to
wind up getting sued by Squishmellow. Having said that, it's
likely that they'll wind up still turning a profit off
of having produced something similar.
Speaker 2 (27:52):
Hey, what do you think as an innovation consultant, had
build a bear been my client, I would have got
them to create a squishy pillow that more built on
their heritage. Yeah, maybe a bear shape face pillow, rather
than being so closely aligned to what the other company
(28:15):
is already doing. Gina, you have to be careful of
these things and stay unique. It'll be interesting to see
what happens with Bil Debert from this moment on.
Speaker 6 (28:23):
Well, hopefully they'll work it out and the plush toy
world will continue to thrive. So you're listening. The Passage
to Profit with Richard and Elizabeth Gerhart will be back
right after this commercial break. Also, Secrets of the Entrepreneurial
Mind is coming up soon. You don't want to miss that.
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Passage to Profit continues with Richard and Elizabeth Gearhart.
Speaker 6 (30:43):
And I just wanted to point out that Passage to
Profit is a nationally syndicated radio show heard on thirty
eight stations across the country. We're also available on podcasts,
so you can find us anywhere that you get your podcasts,
and Passage to Profit I m blea Say, is ranked
in the top three percent of podcasts globally and has
(31:04):
also been ranked in the top ten of entrepreneurial podcasts
by feedspot database. So you can find us in a
lot of different places. And now it's time for Elizabeth
Gerhart and her project update.
Speaker 4 (31:21):
So I want to just quickly touch on the Jersey
podcasts that I do with Danielle Woolley, still having fun
with that, and then I want to talk about the
meetup and Warren and Kay were both at the meetup
last night. I have never been hacked on Zoom like
this before. We had somebody do something super nasty on
Zoom and Warren fixed us. So, Warren, can you please
explain how you fix that?
Speaker 3 (31:41):
Sure, with Zoom, you have to ensure that you take
control as the presenter to limit the interactions that your
guests can have on a webinar or a Zoom meeting.
And so what we did after somebody took control and
change the video to something that was ludicrously inappropriate.
Speaker 6 (32:00):
Inappropriate, yeah, distasteful would be a great way to put it.
Speaker 3 (32:03):
We remove the ability for guests to annotate over top
of a speaker slides, and we remove their ability to
share videos. So, as a reminder, before you're hosting any
type of an event on Zoom, to ensure that your
speaker controls are set so that your audience does not
have the ability to annotate, to share their own videos,
to unmute their mic, that sort of thing.
Speaker 4 (32:24):
And where do people find those controls? Is that under
that little security badge?
Speaker 3 (32:28):
It is, yeah, under the under the speaker settings.
Speaker 4 (32:30):
Yeah. So the meetup is going really well and we
started it in conjunction kind of for me with the
podcast studios. So the podcast studio model is going along,
and enough about me. I am so excited for the
world to hear these two guests coming up. We're going
to start with Ka So Kay Allison, and that's her brand.
(32:50):
She helps creators monetize their content. Welcome, Kay, we really
want to hear about this.
Speaker 2 (32:56):
I'm excited to be here. Thank you so much for
inviting me. I help creative entrepreneurs, mostly people who have
already been somewhat successful in their careers, be seen, be heard,
and be paid and be paid well, I might add,
it all has to do with starting by understanding your
(33:16):
audience and what's missing for them, where they're stuck, how
they see the world. And that's a really important distinction
because I can sit here and look at you, Richard,
but unless you come and sit over here in this chair,
you can't see the world as I experience it. So
making an offer really has five parts. It has to
(33:38):
do with identifying what's missing for the people in your
audience from their point of view. It has to do
secondly with me offering or presenting a solution. Third is
the other person has to accept it or reject it.
Worth I deliver my solution, and fifth, you acknowledge that
you are satisfied with what I've done. What I've seen
(34:00):
with a lot of creative entrepreneurs is we think about
what we can make and what gets us excited, and
it's important that we're excited and follow the energy, as
Gina said, of what we're enthusiastic about. But without the
other half of the equation of what's missing from the
other person's point of view, it becomes self indulgent.
Speaker 4 (34:20):
You told a story last night that I thought was
so demonstrated this point so well about the foil wrapped potato.
Speaker 2 (34:26):
In my previous career, when I was consulting for global brands,
most of my work was in the food category, and
for one global food client, they realized that they kind
of had their marketing worked out. They understood how to
make TV commercials and print ads and social media, but
what they knew they weren't doing well was converting people
(34:48):
when they were in the store standing at the shelf
deciding between brand A and brand B. So they asked
me to go grocery shopping. Believe it or not, I
got paid to go grocery shopping with all kinds of people,
from all kinds of walks of life. I went with
this one woman who had just moved in to a
brand new high rise downtown Chicago. She was mid twenties
(35:10):
and this beautiful little apartment had a balcony with a
tiny webber grill on it, and she could overlook the
Chicago River. She was excited a grocery shop with me,
a stranger, because she was going to have her inaugural
grilled dinner for her boyfriend. So we shop. We're pushing
the cart through the produce. We get to the potatoes
(35:32):
on the right. There's a bin of Idaho potatoes, naked,
bear like, right out of the ground, Idaho potatoes, and
they were about seventy nine cents a pound. Adjacent was
a bin of potatoes that were wrapped in shiny aluminum foil,
and it had a giant sticker. They had giant stickers
(35:52):
that said great for grilling, with a whole bunch of
exclamation points underneath it. And they were two fifty uh
piece per potato, so like twenty six cents for a
bear potato and two fifty for a wrapped potato. And
she calmly took two of the wrapped potatoes and put
them in her cart. We get back to our house
(36:15):
and like everything she pulled out, I asked, could you
please help me understand what you were thinking when you
made that decision. We come to the potatoes. I said,
what do you think the difference is between this potato
and the potatoes that were in the bin right next
to it? And she said what potatoes? She literally did
not see them. The way that she was processing the
(36:38):
world was through glasses that were I am a griller, right,
and so all she saw were things that told her
specifically on the front of the package, this is for
the grill. Veggie skewers also had a sticker for the grill.
Hamburger's in the butcher case also said for the grill.
And so everything she bought was earmark on the front
(37:01):
saying this is for your girl.
Speaker 6 (37:03):
Well, it makes a certain degree of sense.
Speaker 2 (37:05):
Right, of course, it doesn't.
Speaker 1 (37:07):
We all do this.
Speaker 2 (37:09):
My point to my clients was you need to tell
consumers on the front of your package how to use
things that you think are wildly obvious. Slices of American
cheese you need to say on the front great for
grilled cheese, or makes a great cheeseburger, right, like you
have to be specific. They did this and their sales
(37:30):
rose by millions of dollars a year. My point is
that there are opportunities when you learn the skill of
embodying how someone else experiences the world.
Speaker 4 (37:41):
She was probably anxious because this was the inaugural deal,
so she wanted to do it right, and she didn't
trust her own capability, so she wanted somebody else's reinforcement.
This is what you use for this.
Speaker 2 (37:52):
Well, not only that, but what I've found in further
questioning was that she had grown up in a family
where she was a latchkey ca and both of her
parents worked, and so one of them would stop and
buy dinner from the drive through, and then the other
one the next night would assemble meals. So they'd make
a box of mac and cheese and heat up some
hot dogs. And so she didn't know how to cook.
(38:15):
She did not come from a family that cooked. They
assembled meals, and so for her and for many people
who don't know how to cook anymore, this telling somebody
specifically how to use a food product makes all the
sense in the world. So I am not coming from
a place of being judgmental. I'm coming from a curiosity
(38:38):
about how can we be of better service to this
human being?
Speaker 6 (38:41):
So how do you kind of translate this message for entrepreneurs.
Speaker 2 (38:47):
It is my philosophy that I need to know the
human beings that I'm trying to be of service to.
My orientation is more about being of service to someone
than trying to sell a bunch of stuff. I call
this a Copernican shift. Remember Copernicus, he was an astronomer
in like the fifteen hundreds. He's the one that said,
(39:09):
oh no, no, despite the way it looks in the sky,
it's not the Sun revolving around the Earth. It is,
in fact the Earth revolving around the Sun. In the
same way I think about my audience, I think about
so many people I see that are entrepreneurs, put themselves
and what they're trying to do in the center of
the universe and expect their consumers or their audience to
(39:32):
revolve around what's important to the entrepreneur, when in reality,
the power move is to put your audience in the
center of your consciousness, of your conscious universe, and orbit
around them. What that means is dm with the people
in your audience and invite them to have a conversation,
(39:55):
to get curious about what's making them tick and why
they're attracted to you. What's missing in their life that
they think that you've got information or education, or entertainment
or transformation that's important to them. Get curious and start conversations.
I am a qualitative market researcher by trade. I have
(40:17):
interviewed ten thousand people over thirteen countries in my life,
and what I find is having the one on one
interaction helps me get the vibe of somebody, and I've
learned to not only listen to what they say, but
to get the vibe underneath it. Gina, you were talking
(40:37):
about that intention that you come to a part with.
We all come to our conversations with a certain vibe.
I've also learned that it's very interesting if you ask,
can you help me understand where you're coming from? I'm
not sure I'm quite following you on that. I think
about that so differently, can you explain that to me?
(40:59):
And so I have all of these follow up questions
in a genuine curiosity kind of mood that encourage people
to be very revealing. The reason this works is none
of us feels seen. None of us feels like someone
truly shows up and is present with us and is
interested in us. Think of how distracted we all are
(41:22):
with our phones. I mean, have you seen people on
dates walking down the street, each of them on the phone.
It's like, what are you doing? And so the gift
of your presence and your curiosity about someone is immensely powerful.
What I found was that in especially big companies, but
even for entrepreneurs, we rely on data. We rely on
(41:45):
numbers or studies or trends, and all of that is valuable.
I'm not discounting it. But unless you understand the humanity
of why someone does what they do and what it
means to them, you're missing ninety eight percent of the story.
Speaker 6 (42:00):
How do we put ourselves in the spot of the customer?
Do you feel like you can truly experience what they're experiencing?
How do you do that?
Speaker 1 (42:10):
Well?
Speaker 2 (42:11):
I am a little bit psychic, so that helps quite
a bit. So that explains what I've found, However, is
when I ask open ended questions rather than do you
like the red one or the blue one, that is
extremely helpful and can be very revealing. I feel like
there are two different types of conversations with consumers. One
(42:31):
is very evaluative do you like this or do you
like that? And why? The other one is more like
trying to get to know somebody on a first date.
I would ask consumers before they came into the focus
group room to write down their philosophy of feeding and
caring for their families. It gave me a frame. I
(42:52):
then understood where they were coming from and I could
assess everything else that they were saying. So my philosophy
is ask really broad questions, ask a lot of follow
up questions, and don't do a lot of closed questions
where it's a scale of one to five or yes
or no.
Speaker 6 (43:09):
Yeah.
Speaker 4 (43:09):
So, if you're a podcaster, say, how do you know
like a specific person in your audience to ask or
how would you go about finding that person that you
would ask and connecting with them.
Speaker 2 (43:19):
It's such a great question. I would suggest looking at
the people that have left reviews and seeing if you
can find a way to connect with them. Also, the
people that are following you on YouTube or make a
comment on YouTube, or the clip that you put on TikTok,
or that say something to you on LinkedIn. That is
(43:39):
the beauty of being an entrepreneur today. Back in the day,
you know, we used to spend tens of thousands of
dollars to recruit people to come and be part of studies.
But today you've direct access with these people. It's simply
a matter of saying, would you be open to having
a conversation. I'm so curious about who you are and
where you're coming from, and maybe you send them some
(44:02):
swag or you do something for them. But social media
has just facilitated that connection so effectively.
Speaker 4 (44:11):
And you use it so well. I would advise people
to touch base with you. They want to learn how
to use short form content, especially how do people find you?
Speaker 2 (44:21):
Well, TikTok is my jam, so come find me on TikTok.
My handle is Kay. My name Kay Underscore Company, Underscore Creativity,
or you can find.
Speaker 1 (44:33):
Me at k Allison.
Speaker 2 (44:35):
My full name Kay A L L I S O
N dot com.
Speaker 4 (44:39):
Excellent Thank you. Passage to Profit with Richard and Elizabeth
Gearhart Warren Miles pickup. I love that name and there
is a whole story behind it that he told me.
It is so cool. There are only a few people
in the whole world that have that last name. So
you'll remember him, but he has a product staircase method
that he outlined for us. I've never scene marketing and
(45:02):
the steps you take put so succinctly and so easy
to understand.
Speaker 3 (45:05):
I'm all about bringing value to people, and I think
the product staircase idea is something that has an impact
for entrepreneurs in a way to bring people from first
viewing your brand to how they're going to move from
low ticket offers, mid ticket offers to your highest ticket offer.
So it's similar to building a value ladder, but instead
(45:26):
of doing it through content, it's really through products.
Speaker 6 (45:29):
So you offer.
Speaker 3 (45:30):
Something that's of value to them through social media or
some type of content that you create, whether that's a
blog or podcast or anything like that, that then offers
them a lead magnet that draws their attention. It's an
offer to solve a problem. That's really what this is
all about, is value based marketing. And so that offer
(45:52):
to solve a problem, whether it be through a guide
or a video series, an email series, whatever it may be,
creates an exchange of value. They're trading their email address
or their contact information in order to solve a small
but not insignificant problem that they have. Once you have
their contact information, then you can market to them in
ways to solve additional problems. So by having a clear
(46:16):
ideal client profile that you've got understanding who that individual is,
you know what their problems are, and then you help
them to walk through all of those problems by utilizing
the staircase. We were doing a podcast event last night
and I walked the audience through how I built my
own for that event, and so it was an offer
of a content monetization challenge, and so I created a
(46:38):
QR code that I put up on the slide, and
the individuals that were there listening to us and had
heard me speak about how to build a product staircase,
they would click on that or take a picture of
the QR code. It would take them to a page
where they would sign up for a content monetization challenge,
so five days to walk them through how they could
take the content that they're creating and turn it into
(47:02):
a profitable activity. It would walk them through the creation
of the lead magnet, the creation of a low ticket offer,
how they would then market that offer. That sort of thing.
A coach that I work with they do personality profiles
for real estate brokers and so they offer low cost
paid offer for somebody to join in on a zoom
webinar talking about utilizing personality profiles to understand their clients better.
(47:27):
Once the person has attended that webinar, they then have
somebody's email address. They would then use that email address
to offer those individuals a low cost subscription for a
series of different solutions that would go out to those
real estate agents. So it might be daily tips, it
could be a content calendar for them. It could be
(47:47):
a number of different very very small cost entries into
purchasing products from this coach. The idea is to build
trust through that process, and then when you're sending out
those emails, you give them an opportunity to engage with
you at a higher level. So that might be a
group environment, like a group coaching environment, it might be
some one on one time that sort of thing. And
(48:09):
then once you've built that additional layer of trust, which
is your mid ticket offer, you then offer your high
ticket offer, which is really the doing the service for them.
So it's engaging with them on more in depth one
on one coaching, it's helping them to build marketing platforms,
it's helping them to do all sorts of different things.
So you have to create multiple on ramps into your
(48:30):
product staircase so that you can meet them where they're
at at that moment. Right, Some individuals want to establish
a sequence of trust, a sequence of purchases. You know,
the first purchase you make with most companies is going
to be something small, and then you're going to build
up to that highest ticket purchase. And so by building
trust and value, by ensuring that they're getting a higher
(48:51):
return on investment with you at each stage, it's a
no brainer for them to continue to climb up that
product staircase with you, rather than coming in and taking
all that risk right off the top. They already know
that they're going to have a positive ROI as they
go along.
Speaker 4 (49:05):
Are these just digital products you're talking about?
Speaker 3 (49:07):
This could be any type of product. It could be
any relationship that you're building with a consumer, But for
what I work with is largely digital products.
Speaker 4 (49:15):
So let's say that I want to just start a
podcast coaching business. What would be an example of a
first offering that I could give people?
Speaker 3 (49:23):
So first offering could be something like a one page guide,
like a lead magnet that you promote on social media
that says, here are the top ten tips for starting
your podcast right. So a new podcaster is going to
want to download that to understand what are the first
ten things I need to do before I start a podcast.
And then you have a video course that's maybe ten
videos five minutes long showing them how to set up
(49:47):
on Spotify or on iHeartRadio or wherever it may be,
and it walks them through a sequence and it costs
them seven dollars to download it. The next thing is,
hey join a group coaching session that I'm running on
such and such days eight to meet with ten other
new podcasters that are all going through the same things
as you, and I'll walk you through how to successfully
accomplish X right. And then the high ticket offer, once
(50:10):
they've gone through that group coaching at the event, you're
going to offer if you'd like some one on one support,
I'm here to help you, and here's how you can
do that. So with each stage, you're constantly adding more
and more value. They're seeing that through the return on
investment that they're getting, and it makes it a no
brainer for them to go, I want this one on
one time because I know I'm going to get value
(50:31):
from this so.
Speaker 4 (50:32):
To really find out what they want. What part in
that process would you really pick their brains to see
what you should be offered.
Speaker 3 (50:38):
That's before you start anything. Just as Ka talked about,
understanding the person that you're selling to is absolutely vital.
Building your ideal client profile is the first stage before
you do anything, because creating a product without understanding what
the problem and pain of your ideal client profile is
is a total waste. So for me, I have one
individual in mind that I am buildid everything around.
Speaker 6 (51:01):
She is my avatar.
Speaker 3 (51:02):
She's my ideal client profile for what I build, and
so everything that I'm doing is based around would this
serve that individual? Because us as people are all looking
for a community. We want to put ourselves into a
box that we fit with. If you ask somebody their
political leanings, their religious leanings, anything like that, they will
(51:22):
very quickly identify which box they fit into. And so
when you pick a single person as your avatar for
your ideal client profile, you will find that there are
a ton of people that identify themselves the same way
that that person does. They will fit into the box
of that individual because we all want that sense of community.
And once you've done that you build for that person,
(51:43):
and then the group that you're trying to solve the
problem for will expand from there.
Speaker 6 (51:48):
So Warren, how does this whole trust process with email?
Speaker 3 (51:51):
It's just one word value. You have to be giving
value all the time.
Speaker 6 (51:56):
If you ask for.
Speaker 3 (51:57):
Something from somebody before you have given them significant value,
you will be deleted unsubscribed immediately. You have to build
trust by offering value in those first five emails.
Speaker 6 (52:07):
Especially when you're starting out. I think you always have
to deliver more value than you're asking for in return.
You have to over deliver because that's what it takes
to build the trust.
Speaker 3 (52:20):
I worked with a coach in order to identify what
my mission was in life, and I uncovered that my
entire mission is offering more value in every engagement with
somebody than I receive. And if I do that, inevitably
everybody will want to engage with me because they know
that they're going to get more out of it than
I am. And so every single thing that I do,
(52:42):
I try to aim for a three x ROI for
the person that I'm dealing with. Then I'm receiving out
of the engagement that's going.
Speaker 4 (52:49):
To take you a lot further because people can sense that.
Speaker 3 (52:51):
I think the money comes if you offer value and
if you are passionate about what you do, because people
are attracted to passion.
Speaker 4 (53:00):
How do people find you?
Speaker 3 (53:01):
LinkedIn is probably the best place. And if you look
for Warren Miles hyphen pickup, so Warren Miles pickup on LinkedIn,
you will find me because there are only eight Miles
pickups in the world. You can also find me at
Marketingmotivators dot xyz or design dot Pixel, True dot com
are the best places to find me.
Speaker 4 (53:18):
We are going to take a break now, but we're
coming back for secrets of entrepreneurial Mine Passage to Profit,
wrote to Entrepreneurship with Richard Elizabeth Yourhart our special guest Gintanyani.
We will be right back for some very cool secrets.
Speaker 10 (53:32):
I'm Jack, CEO and co founder at ushabits dot com.
When I left my job as a Wall Street banker
back in my twenties, I felt completely lost trying to
navigate the process of hiring a financial advisor. I thought
it should be easy to find the right financial advisor,
so I created a place where young families could feel
understood and their unique needs would be met. With empathy
(53:54):
and expertise. That's why I started ushabits dot com, where
we help you find your financial advice free of charge.
Ushabits dot com.
Speaker 6 (54:03):
It's passage to Profit. Now it's time for Noah's retrospective.
Noah Fleischmann is our producer here at Passage to Profit,
and he just can't observe our future without recognizing the past.
Speaker 11 (54:16):
Just recently, a young gen Z friend of mine asked
me if I knew what the word unalived meant. I
told her I'd never heard it before, so she read
it to me within the context of the youth fiction
books she'd been reading. It said he feared his desperately
distraught friend would have unalived himself. Turns out that's the
new accepted word for killed. Okay, look, I know our
(54:36):
general culture is more hypersensitive now than ever, but there's
only one way to define such an untimely end, and
I happen to think that our linguistic forefathers established it
quite suitably, thank you very much. Before long, they're going
to need to change that new word to unparticipated or paradepartured.
Because words can always be changed, what they define remains
(54:58):
the same. One of the TV news works actually late
plans on that particular work of fiction for a series,
but once they got around to reading the full text,
they unlived it.
Speaker 1 (55:08):
Now more, with Richard and Elizabeth Passage to Profit.
Speaker 4 (55:11):
It is now time for secrets of the entrepreneurial mind.
Speaker 6 (55:17):
I can hardly wait.
Speaker 4 (55:18):
So, Gina, is there a secret you can share with
our listeners.
Speaker 1 (55:23):
I don't know if it's a secret, because to me
it seems obvious, but I will share it. I think
there is something too creating amount of quiet in your
life so that you can listen to God and here
with active ears. I think a lot of us like
to talk, and as I love to talk, and I
(55:46):
think we have lots of noise in this world that
we live in, especially today. And get good at being
quiet and get good at listening. It's not as easy
as it sounds. So in order to do that, I
like to keep a journal. I like to write out
what I'm thinking in the morning right away, and then
I put the pen down and I just center myself.
(56:09):
I begin a small prayer, and I wait, and I listen,
and I write down what I think what I project
might be God, and I write it down and I
find That is so good because I can track it
and I can see sort of where I'm coming from
and where I'm going over a period of time.
Speaker 4 (56:29):
That's beautiful. I love that. So Warren Miles pick up
with the interesting name. What's a secret you? I mean,
you've got so many, but what's a secret you can share?
Speaker 3 (56:40):
I would say a secret that I can share is
that the majority of your future customers are sitting on
the fence with regards to making a decision about your
product or service, and you have to understand what it
is that the pain of change, because change is painful,
what level of pain they're at with their existing problem
(57:03):
versus the pain of change to purchasing the service or
the product would be so that you can reduce the
amount of pain that they're going to experience to take
part in that change, so that they make a decision.
And if you can understand what point they're at and
where that tipping point is, you will be significantly more
(57:23):
successful in selling and marketing your product or service.
Speaker 4 (57:26):
Wow. That super insightful. Thank you, Kay Allison. What's the
secret you can share?
Speaker 2 (57:33):
I have learned that if you wait until you feel
confident to take an action, you're totally screwed. Actually, what
happens is confidence is a byproduct of taking action. The
entrepreneurs that I've seen succeed wildly take a bunch of
actions and they put stuff out that is imperfect, not
(57:56):
all the way thought through, doesn't necessarily make sense, be
on target, but they act and then they act some more.
Speaker 4 (58:04):
That is really great too. Wow, great advice. Well, my
secret is going to be Sometimes it really is darkest
just before the dawn. So you may feel like it's
time to give up, and you may be wondering and
you may not be making enough money. But then you
find a coach, right, you find a Gina or a
(58:25):
Warren O okay, and you're like, oh my god, this
person turn things around. I would say, don't give up.
And if you are like in a space like that,
I have a coach. She was on the show earlier
at Sonya Satra. I love her. Find the right person
to help you because they're out there and there are
people like the people in this room today that can
help you be successful in your business. Secrets of the
(58:46):
Entrepreneurial Mind That's Great.
Speaker 6 (58:48):
Passage to Profit is a nationally syndicated radio show appearing
in thirty eight markets across the United States. In addition,
Passage to Profit has also been recently selected by feet
Spot Podcasters database as a top ten entrepreneur interview podcast.
Thank you to the P two P team, our producer
Noah Fleischman and our program coordinator Alisha Morrissey and our
(59:12):
studio assistant Brissy Cabbasari. Look for our podcast tomorrow anywhere
you get your podcasts. Our podcast is ranked in the
top three percent globally. You can also find us on Facebook, Instagram,
x and on our YouTube channel. And remember, while the
information on this program is believed to be correct, never
take a legal step without checking with your legal professional first.
(59:34):
Gearheart Law is here for your patent, trademark and copyright needs.
You can find us at gearheartlaw dot com and contact
us for free consultation. Take care everybody, Thanks for listening,
and we'll be back next week.
We are in the business of selling the melodrama being.
Speaker 2 (00:04):
Of service to someone, rather than trying to sell a
bunch of stuff.
Speaker 3 (00:08):
The idea is to build trust.
Speaker 4 (00:10):
I'm Richard Gerhart and I'm Elizabeth Gearhart. You've just heard
some snippets from our show. It was a great one.
Stay tuned, especially you want to start a new.
Speaker 5 (00:18):
Business, ramping up your business.
Speaker 6 (00:22):
The time is near.
Speaker 5 (00:24):
You've given it hard.
Speaker 6 (00:25):
Now get it in gear It's Passage to Profit with
Richard and Elizabeth Gearhart. I'm Richard Gearhart, founder of Gearhart Law,
a full service intellectual property law firm specializing in patents, trademarks,
and copyrights.
Speaker 4 (00:39):
And I'm Elizabeth Gearhart. Not an attorney, but I do
marketing for Gearhart Law and I have my own startups
in podcasts.
Speaker 6 (00:45):
Welcome to Passage to Profit the Road to Entrepreneurship, where
we talk with entrepreneurs and celebrities who tell their stories
about their business journey and also share helpful insights about
the successes that they've had.
Speaker 4 (00:57):
Did you know that two in five Americains want to
start a new business or our business owners? We have
lots of information to help them too, and we.
Speaker 6 (01:05):
Also talk a little about the intellectual property that helps
them flourish. We have a very special treat Gina Tonioni,
who is an amazing actress. She's been on screen and
stage with One Life to Live Guiding Light a lot
of interesting stories and we really look forward to working
with her.
Speaker 4 (01:24):
And after Gina, we have two just amazing presenters. I
have to say, both of these people came to our
meetup last night in New Jersey and blue everybody's socks off.
I'm not kidding. Their marketing skills are beyond what I've
heard before. So really looking forward to Warren Miles Pickup
and Kay Allison and hearing advice and tips from them.
Speaker 6 (01:44):
Great. But before we get to our distinguished guests, it's
time for your New Business Journey. Two and five Americans
want to start a business or are already business owners,
and this segment is for them. We're going to ask
our panel a question and hopefully enlighten our audience about
how they work. So today the question is how do
(02:05):
you use marketing tactics to build your brand? Let's start
with Gina, how do you use marketing tactics to build
your brand?
Speaker 1 (02:12):
When you asked me something like that, I immediately go
to okay, where am I? Where am I and what
am I doing well? And what's working? I start off
with a series of questions what interests me? In other words,
if I find that I'm having enthusiasm coaching or talking
about stories about faith, which my podcast and we'll get
(02:34):
into that is about that's where I start from. I
think that's so important. You know, I can't speak to
exactly the technique, but we use social media, Instagram, all
platforms to get our stories out there, our podcast, But
I think what is most important for us is the
authenticity of what we do. Being an actress for twenty
five years, there's a lot of masks going into my
(02:57):
daily work, right preparing for characters and making them believable.
And I find that when relating to people being myself brand,
if you want to say a Gino TONIONI I think
to stay authentic and connect to the audience about content
about what you're trying to talk about is the most
important thing.
Speaker 6 (03:16):
Absolutely, and you have that sort of relatable nature. I
think that really kind of helps get your message across. Warren,
how do you use marketing tactics to build your brand?
Speaker 3 (03:27):
I would say the number one tactic that I've used
recently and in my past is the process of education
based sales. So it was a concept that was popularized
by Chet Holmes, who was the right hand man to
Charlie Munger, and he wrote a book called The Ultimate
Sales Machine. And the concept is that in order to
be successful in sales, you have to educate somebody on
(03:50):
the problem. Teach them what it is that they're facing,
what the consequences are of not fixing that problem, and
then show them what the solution is. Teach them how
they can implement that solution, and then position yourself as
the provider of that solution. And by bringing them through
that process, you can bring yourself to the forefront as
(04:10):
the individual that is going to be best suited for
them to fix that problem for them.
Speaker 6 (04:14):
That's great. Okay, what tactics do you use to help
build your brand?
Speaker 1 (04:20):
It's very ironic.
Speaker 2 (04:22):
My clients are entrepreneurs, and so you would think I
would find them on LinkedIn, but I got talked into
experimenting with TikTok.
Speaker 4 (04:32):
Yes, TikTok, and I don't.
Speaker 2 (04:34):
Unpack shopping halls from shine or lip sync and dance,
I really don't. Ironically, I have built a very robust
business by putting business content out on TikTok.
Speaker 6 (04:46):
Wow, that's kind of different. Yeah, how's it worked.
Speaker 2 (04:49):
I have something blowing up right now. I posted something
from the airport on Sunday night and it has four
hundred thousand views. I've gone from fifteen thousand followers to
I already thousand followers, and my next paid workshop is
booked out. My sales conversations are booked out through way
through the end of the year.
Speaker 1 (05:08):
It's kind of crazy.
Speaker 6 (05:09):
That's really great, Elizabeth.
Speaker 4 (05:11):
I'm not as brave as kay. Social media is great,
but it's so overwhelming. There's so much. So I really
focus for my branding on LinkedIn. So when I decided
to really get into the podcasting stuff, I changed my
LinkedIn profile, all the stuff about me everything to be
media focused. And I found that really has helped shift
(05:32):
my brand to me as a media person because I'm
getting outreached from a lot of people about media now
on LinkedIn and people interested in the different things that
I'm doing. So that's what's working for me for my tactic.
Speaker 6 (05:44):
I guess I'm just going to go back to something
that's kind of basic. When we first started the law firm.
We started doing pay per click advertising and people were like,
oh no, you're never going to get clients number one
from the internet, number two from paper click. And it's
a really easy way for business owner or entrepreneur to
get some attention and get some results really quickly. Pay
(06:05):
per click In case you don't know what it is,
it's those advertisements that show up on the right side
of your search bar when you're like looking on Google
or up at the top, and you pay for those
ads to be served, and every time somebody clicks on it,
they go to your website and then you pay Google
a small fee in order to get the advertisement. And
so rather than just wait for SEO to take place
(06:27):
and make sure that your website gets up to the top,
you can get your business out in front of people
fairly quickly. So pay per click, I think is a
great tactic. Thanks everybody, they're really amazing tactics and Passage Profit.
We're always willing to speak with our audience. Hear your
feedback and you can reach us at Passage to Profit
show at gmail dot com. Contact us and we'll put
(06:51):
your question on the air. So now it's time for
our guest Gina TONIONI welcome to the show.
Speaker 1 (06:57):
Thank you for having me.
Speaker 6 (06:59):
You're such an accomp actress, and now you're kind of
focusing on some different things. So tell us where you
started and then how you got to where you are.
Speaker 1 (07:08):
The quick story twenty five years in daytime television. I
had the honor of playing some just wonderful characters for
One Life to Live Kelly Kramer, Dinah Marler a Guiding Light,
and Phyllis Summers at yn R for CBS and ABC.
And that's twenty five years of so much joy and
incredible people that I met along the way.
Speaker 6 (07:29):
So what are these characters like? I mean, I remember
seeing these And if.
Speaker 1 (07:33):
You have not watched soap operas, you know soap operas
are melodramatic, right, So we are in the business of
selling the melodrama for the week. So we have cliffhangers
on Friday and we pick them back up on Monday,
and then during the week we carry the story with
a lot of sort of repetition. And though so many
people who I met over the years make it look easy,
(07:56):
it is not an easy job. And it's an incredibly
hard job in that there's a lot of volume of
material every day. You have to produce a show every day,
and sometimes multiple shows. The average script is about seventy
five pages, so you could be doing anywhere between forty
five to seventy pages. If it's a full day. You
got to lead character, so it's a lot of volume
(08:18):
and no cue cards, all memorization. So that's one component.
The other component is being interesting right and compelling. That
part is the work and so I had the joy
of learning how to do that for twenty five years.
So how do you do that well? But you should ask.
One of the pivots that I've been making is coaching
(08:40):
online for folks who want to learn how to make
material come alive, whether it is for high school production
or something they're doing privately, or for debate dramatic interpretation,
which is really taking emotion, finding the emotion within the
text that you're studying and performing and bringing it to life.
(09:00):
Funny thing is when you memorize things, it can sound
memorize it can sound memorize it in a funny way. But
when we get an action and tactic and I learned
this from my mentor Penny Templeton, it means like, how
are we gonna get something that we want, well, we're
gonna dig by grabbing or we're gonna dig by lassoing,
and you literally put that into action and it changes
(09:24):
the vibration of the material. It becomes personal to the performer,
and it resonates with the audience. So that's the quickest
way I can explain it, and I teach people how
to do that.
Speaker 4 (09:34):
Well, I did want to ask you, if you're in character, yeah,
five days a week, immersed all the time. Do you
take that character home with you?
Speaker 1 (09:43):
The quick answer is, of course you do. It's in
your back pocket, but you have to for sanity reasons,
put it up at the end of the day, come
home and relate to your life. But it is, it's
a constant dialogue. And I will tell you. People say, well,
what was it like when you left this show or
that show. It takes a little little bit, but I had
to get some space from always having dialogue in my head.
(10:04):
I always was sort of preoccupied, maybe that's the word,
preoccupied with learning material and the energy that that took
for me. And when I stopped doing that, it's remarkable
how quiet life got and it was very good, it
was very rich, really good.
Speaker 6 (10:18):
So how do you understand what emotions you're trying to
convey with a given script. Is that written into the
script or is that the director saying we need more
of this, or is that you understanding the character.
Speaker 1 (10:31):
It's every component. So it's what's written on the page,
it's the clues within the page, it's the questions you
ask as an actor, and you have to look at
the genre. You have to look at what the whole
script is, so you have to look at it from
every angle. And then when you're done doing that, then
you have to find the characters similarities to yourself and
(10:52):
the non similarities and how they're relating to everybody on
the canvas.
Speaker 4 (10:56):
So there are several components. How do you make yourself cry?
Speaker 1 (11:01):
You know what it is? Finding the trigger? And the
trigger change over the years, and I will tell you
that when I was working a lot on a daily basis,
they were always right there. It wasn't very hard. I
could use something that was recent, or I could go back,
but usually it was pretty recent stuff that I could
trigger and it would be visual. I could go there
visually and I would remember what the emotion felt like,
(11:22):
and like a computer, I would tell myself okay, she's
in this emotional state. It's about this land's like an
eight or ten, and it's just a focused belief. But
when you're away from it, you have to really zone
in on it, so it's not easy. When you're not
doing it. Often i'll say.
Speaker 4 (11:39):
That, wow, that's fascinating. Yeah. One thing that you and
I had talked about was you're helping iss who are
preparing for prep debates. Right.
Speaker 2 (11:47):
It started with my niece.
Speaker 1 (11:49):
That's what really influenced me. She is competing in Florida
with national speech and debate in her high school and
she came to me and looking for help, and it
just it shows me that, wow, I can help her,
which means I can help others. So it really motivated
me to start investigating how I could get the word
(12:10):
out and start looking for other people who might need
help and prepping because it's a lot. You know, a
lot of these drama departments or debate departments have a
lot going on and the director sometimes can't handle all
the students, and that might be something that I could
help with.
Speaker 6 (12:25):
Just kind of turning your focus maybe to the commercial world,
where do you think having sort of enhanced skills in presenting,
where would that come in handy do you think for
business people for example.
Speaker 1 (12:39):
I just think when you are interested, when you know
the value of what you're saying and why you're saying,
it makes all the difference in the world. And so
there you go. That's what you want to do in
a presentation, whether you're selling toothpaste or a spreadsheet or
explaining a spreadsheet, you want to know why you're talking
about it and why you care, because there is a
(13:01):
reason why you're there in the room. Sometimes we get
in our own way. Some of us don't want to
be in front of a great crowd or don't know
how to well, there are ways that you can talk
to one person in that room. You can parallel, you
can talk to one person in your mind and personalize.
That helps, It helps calm the nerves.
Speaker 6 (13:19):
So that's great. I mean part of it is purpose,
understanding what your purpose is being there. I think showing
the audience that you care about them and that you're
kind of listening. I mean, you either understand your audience
or you're trying to understand them. And I think that
sort of seems to be the essence of communication.
Speaker 1 (13:38):
Yes, it is, and facilitating the message really facilitating the
message and being the best facilitator you can. And maybe
there are things you're doing that are getting in your way,
or maybe things you can do that will help you.
Speaker 4 (13:48):
Well, if you feel really self conscious, if you don't
feel confident, because so many of us are not confident
in front of other people and speaking, and how do
you reject confidence to the people you're talking to or
train yourself to do that?
Speaker 1 (14:04):
Absolutely, it's not an easy thing. Hey, I mean, how
many times are we really standing in front of a
group of ten fifty or more and trying to communicate
a message. I think the most important thing is having
a strong driving question. It's important to have a strong
driving question. And when you open the piece and say,
you know how, let's say, example, how can I appeal
to Elizabeth's heart? How can I break open to Elizabeth's
(14:26):
heart right away? That gets the focus off of myself
and onto you and onto now a doable tactic. I
am going to lure you by lassoing or petting, and
so these are images that I can use that will
help get the material moving along and texturize it and
make it personal. And then suddenly now you're onto an
(14:48):
object and so you're not focused on yourself and the
nerves start to settle down.
Speaker 4 (14:52):
So people are wild animals.
Speaker 1 (14:53):
Really, yes, we all are wild.
Speaker 6 (14:56):
Yes, you're right.
Speaker 1 (14:57):
Always great that it sort of explains the of the question, right,
the driving question. It gets the mind on a job
right and off yourself and onto a tactic that's really interesting.
Speaker 6 (15:08):
So while you're presenting and working, you're actually kind of
also have these other images in your head as you're
trying to create emotion.
Speaker 1 (15:18):
And you know where your piece is going, you know
where the transition is, and then you know, okay, this
is really where I want to put some emphasis, so
you know the map of your piece.
Speaker 6 (15:27):
That sounds exhausting, but I guess if you're a professional,
you can do it, right.
Speaker 4 (15:31):
Yeah, practice. Let when you were in your acting Heyday
and the soapapas, did you practice? Did you have time
to practice?
Speaker 1 (15:38):
I memorized. I memorized all that material because Erica Slazaki
credible actress One Life to Live, she played Victoria. She
said to me, as long as you have the material
in your head and in your heart, you can do
anything with it. And she was correct. If I had
the material that gave me the first piece of the puzzle,
and the second piece was then I could execute it,
(16:00):
but you always have to have a piece in your head.
So I memorized quite a bit. And then when I
got the chance to work with the other actor, maybe
we would run it before the scene. Then we would
have fun with it. And sometimes you didn't get a
chance to do that, and then that was up to prep.
Speaker 4 (16:12):
That was up to the prep.
Speaker 1 (16:14):
Yeah, it's a lot of work. It's amazing how these
actors on soap operas today make it look just like
so easy.
Speaker 6 (16:20):
That's why I was gonna say it so easy. I
always thought you just kind of walked in and you're well,
I will.
Speaker 1 (16:25):
Say, and I'm going to divulge a little bit here.
There were several actors that I worked with on Y
and R specifically, that did not study. They got it
the day of, they opened it the day of, and
then they they said it. They did their thing. It's amazing. Word,
and these are very well known actors show they're great.
Speaker 4 (16:43):
Amazing.
Speaker 6 (16:44):
I could never do that, and it came out great, it.
Speaker 2 (16:46):
Came out incredible.
Speaker 1 (16:47):
They've been there for thirty forty years.
Speaker 4 (16:49):
They're killing it.
Speaker 1 (16:50):
I mean, it's amazing how they do it. That's a
natural talent, not one that I that I have ever possessed.
I have to work at it.
Speaker 6 (16:57):
So how much of acting is talent and how much
of it is.
Speaker 1 (17:02):
I think it's craft, then you'll always work at it.
But I think it's a lot of God given in
many ways. And I also think it's the trust and
the enthusiasm you have for what you do, and I
think that translates and it's a magic. It's a certain magic.
I always say, like it takes a minute to find
out really.
Speaker 4 (17:19):
What moves your heart?
Speaker 1 (17:20):
You know, protect your heart, look into the heart and
ask a questions.
Speaker 6 (17:23):
Gina TONIONI an amazing actress. She's been on screen and
stage with One Life to Live Guiding light a lot
of interesting stories on Passage to Profit and stay tuned.
We're going to be hearing about the legal battle between
the Plush Toy Titans back with more Passage to Profit
right after this.
Speaker 7 (17:42):
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Speaker 6 (19:41):
Now back to Passage to Profit once again.
Speaker 5 (19:44):
Richard and Elizabeth Gearhart.
Speaker 4 (19:46):
And our special guest Gita Tanuoni, Gina's very accomplished actress.
There was a question from one of our other guests here.
His daughter is an actress. She's in plays at school.
She wanted three tips for acting. Three tips?
Speaker 1 (20:03):
So your daughter is how old?
Speaker 6 (20:06):
She's twelve?
Speaker 1 (20:06):
Now she's twelve. Great age. So they're like a sponge, right,
you know, before the moment, there's this really wonderful beat
that can happen before any actor opens their mouth, and
they can create any world they want. So if she
has a sense of before the moment emotionally, where her
character is coming from, before her first beat, gives her
(20:30):
a few seconds, maybe thirty seconds of prep before she
steps onto that stage, and that puts her into an
emotional state. And if she can quantify that, if she
can say, well, I'm at an eight, I'm at a ten,
I'm at a five, and then when I get to
the second line, I know I'm going to get to
a ten.
Speaker 4 (20:48):
Let's say she.
Speaker 1 (20:49):
And her mind can evaluate that and she knows exactly
what she wants to do, so she puts her in
control right away. That'd be the first thing. Number two,
I would have her storyboard. I would have her make
a little board at home and completely graph out if
she wants, with colors, whatever she wants of how she
sees the whole piece going. Other words, this is where
(21:09):
her character starts, this is where what happens in the middle,
and this is what happens at the end. So she
draws this beautiful picture. So in her mind. She's always
creating this beautiful picture every night, and she can change
it however she wants, but she's in control of the image.
And number three, have fun, have a lot of fun,
and trust yourself and let go and within the material
(21:33):
and get lost in it. Allow yourself to get lost
in it and shine through it, and she's going to
be amazing.
Speaker 3 (21:38):
Thank you so much.
Speaker 6 (21:39):
Yeah, those are amazing suggestions, Sime. It's like, it's fun.
It sounds like a lot of fun.
Speaker 1 (21:45):
It sounds like fun at twelve.
Speaker 4 (21:47):
Do you coach kids that young on acting?
Speaker 1 (21:49):
I've worked with kids in twenty five years. I've worked
with daughters or whenever you make you know, cousins whatever
on the show my storylines. So yeah, I've been around.
They are incredible beings, the fun to watch.
Speaker 6 (22:00):
Absolutely. So we had another question wanting to know the
difference about how you prepare for a social media post
versus another type of presentation.
Speaker 1 (22:12):
Right, even mean an acting piece, maybe or it really
is different because I was doing a public service announcement
for a hospital in an area that I'm involved with,
and I did it as if I was standing up
and making an announcement, and it didn't work, and when
I watched it back, I went, oh, it's not personal.
(22:33):
It's not me, it's not Gina. I don't know what
that was. So I had to go back and find
why I was saying what I was saying and speak
from the heart. And then I connected to it and
I thought, well, then this is something I could watch,
and so I knew that the audience could probably watch
it too. So that's a great question, and you have
to be aware of that is just understand why you're
saying it and make it as personal as possible.
Speaker 4 (22:55):
I'm doing podcasting now and I'm helping people with podcasts,
and so are Warren and Kay helping people with the
marketing and their podcast. Some people's voices I can't take.
How do you fix your voice?
Speaker 1 (23:08):
You know, it's an interesting point. If you think about
somebody like Cyndi Lauper, if you think about these iconic voices,
were they perfect?
Speaker 2 (23:17):
What can someone do?
Speaker 1 (23:18):
I think they have to find is it a pitch
issue if it is, play with a pitch, and is
it a structure something within their voice structure that they
could work on, go to a coach. I think you
can explore it. And I think that yes, of course,
you can find something, you can find a balance to anything.
You'd have to ask yourself what is off about that voice?
(23:39):
And is it universal? Do more than a few people
feel that way?
Speaker 6 (23:42):
Gina Toniani an amazing actress. She's been on screen and stage.
I want to change the focus just a little bit here.
What's it like kind of going from an acting career
to kind of being more of an entrepreneur? Right, which
is kind of the path you're on now. You've got
the podcast, you're giving people instruction.
Speaker 1 (24:03):
So I'm at this beautiful space in my life that
I've had much more quiet and much more groundedness because
I don't have all that dialogue in my head. I guess,
so to speak. And I'm not traveling and I'm home
and I'm living my life with my husband and my doggie,
and I am really in tune with what moves me.
And that isn't overnight. And I will say that to
(24:24):
anybody who's looking to pivot. It's not overnight. That we
know what's going on in our heart. And sometimes your
heart has to go through some work. Whatever you might
be going through, whether it was personal or whatever, give
yourself some time, but stay in it and know that
you will get that answer and you will be drawn
to what you should be drawn to. And you have
(24:45):
to trust that.
Speaker 4 (24:46):
And what's the name of your podcast?
Speaker 1 (24:47):
My podcast I do that with a creative partner of mine,
Ashley Crane, is called Godwins with Gina and Ashley.
Speaker 4 (24:54):
And what's it about?
Speaker 1 (24:55):
And it is about stories, stories that people will share
with the US about their encounters with God, not coincidence,
not necessarily self help, but beyond a shadow of a doubt,
God walked into their life and changed it for the better.
Very often it was at the most difficult time in
their life, and they knew God's presence, they knew his piece.
(25:18):
And for me, I love talking about faith and I
love talking about how God can work. So when people
tell me stories through their struggles, that excites me. So
we pre taped eight episodes and we released them this
year on all social platforms and people can find it
on Apple or on Spotify or iHeart. So we want
(25:39):
you to listen to it.
Speaker 6 (25:40):
Gina TONIONI amazingly having you with us.
Speaker 1 (25:43):
Thank you so much.
Speaker 6 (25:44):
I think We've all learned a lot and I feel inspired.
Where can people find you?
Speaker 1 (25:49):
Gina TONIONI on Instagram and all on Facebook. But my
last name is tg n O n I and yes
you can find me on all social media platforms.
Speaker 4 (25:58):
That's great passage to profit with Richard and Elizabeth Gearhart.
Speaker 6 (26:02):
Well, now it's time for intellectual property news. And remember,
if you have a patent or trademark need, you can
go to learn more about Patents dot com and download
a free white paper about patents. And if you are
interested in trademarks, which are different than patents, you can
go to learn more about Trademarks dot com and you
can also download a white paper there either place you
(26:24):
can book a consultation with me, Richard Gearhart. So now
it's time for intellectual property news.
Speaker 4 (26:31):
What is the difference, Richard, between a squish mallow and
a scoozers?
Speaker 6 (26:36):
I have no idea.
Speaker 4 (26:37):
The very similar So that is what the court is
trying to figure out.
Speaker 6 (26:40):
I did read a little bit about this story. BUILDE
Bear is being sued by Jazzwars. Okay, Jazzwars is a
company owned by Warren Buffett, and I guess they put
out products that are confusingly similar. They're struggling for control
of the plush toy market and they're relying on legal
stuff in order to get through that.
Speaker 4 (27:01):
But the thing is, this is I think why Jazzwears
feels like they have a leg to stand on. Build
a Bear for those of you who maybe don't know
bild a bear. You get this bear shell and you
fill it up with stuffing, and you put a little
hard inside it, and you give it a name and
all this stuff. So it's an empty shell that you
fill up so you make a stuffed animal from the parts.
The Squish mellows isn't already made stuffed animal. It's just
(27:24):
like a kind of a pillow. And the new Build
a Bear thing with scoozers are already pre made, so
they're not like a build a Bear typical product. They're
already out there is like this pillow thing.
Speaker 6 (27:36):
So I wanted to ask our guests today, what do
you guys think about this situation? Warren? What do you
think about this?
Speaker 3 (27:42):
I think it was inevitable that Jazzwear was going to
wind up getting sued by Squishmellow. Having said that, it's
likely that they'll wind up still turning a profit off
of having produced something similar.
Speaker 2 (27:52):
Hey, what do you think as an innovation consultant, had
build a bear been my client, I would have got
them to create a squishy pillow that more built on
their heritage. Yeah, maybe a bear shape face pillow, rather
than being so closely aligned to what the other company
(28:15):
is already doing. Gina, you have to be careful of
these things and stay unique. It'll be interesting to see
what happens with Bil Debert from this moment on.
Speaker 6 (28:23):
Well, hopefully they'll work it out and the plush toy
world will continue to thrive. So you're listening. The Passage
to Profit with Richard and Elizabeth Gerhart will be back
right after this commercial break. Also, Secrets of the Entrepreneurial
Mind is coming up soon. You don't want to miss that.
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Passage to Profit continues with Richard and Elizabeth Gearhart.
Speaker 6 (30:43):
And I just wanted to point out that Passage to
Profit is a nationally syndicated radio show heard on thirty
eight stations across the country. We're also available on podcasts,
so you can find us anywhere that you get your podcasts,
and Passage to Profit I m blea Say, is ranked
in the top three percent of podcasts globally and has
(31:04):
also been ranked in the top ten of entrepreneurial podcasts
by feedspot database. So you can find us in a
lot of different places. And now it's time for Elizabeth
Gerhart and her project update.
Speaker 4 (31:21):
So I want to just quickly touch on the Jersey
podcasts that I do with Danielle Woolley, still having fun
with that, and then I want to talk about the
meetup and Warren and Kay were both at the meetup
last night. I have never been hacked on Zoom like
this before. We had somebody do something super nasty on
Zoom and Warren fixed us. So, Warren, can you please
explain how you fix that?
Speaker 3 (31:41):
Sure, with Zoom, you have to ensure that you take
control as the presenter to limit the interactions that your
guests can have on a webinar or a Zoom meeting.
And so what we did after somebody took control and
change the video to something that was ludicrously inappropriate.
Speaker 6 (32:00):
Inappropriate, yeah, distasteful would be a great way to put it.
Speaker 3 (32:03):
We remove the ability for guests to annotate over top
of a speaker slides, and we remove their ability to
share videos. So, as a reminder, before you're hosting any
type of an event on Zoom, to ensure that your
speaker controls are set so that your audience does not
have the ability to annotate, to share their own videos,
to unmute their mic, that sort of thing.
Speaker 4 (32:24):
And where do people find those controls? Is that under
that little security badge?
Speaker 3 (32:28):
It is, yeah, under the under the speaker settings.
Speaker 4 (32:30):
Yeah. So the meetup is going really well and we
started it in conjunction kind of for me with the
podcast studios. So the podcast studio model is going along,
and enough about me. I am so excited for the
world to hear these two guests coming up. We're going
to start with Ka So Kay Allison, and that's her brand.
(32:50):
She helps creators monetize their content. Welcome, Kay, we really
want to hear about this.
Speaker 2 (32:56):
I'm excited to be here. Thank you so much for
inviting me. I help creative entrepreneurs, mostly people who have
already been somewhat successful in their careers, be seen, be heard,
and be paid and be paid well, I might add,
it all has to do with starting by understanding your
(33:16):
audience and what's missing for them, where they're stuck, how
they see the world. And that's a really important distinction
because I can sit here and look at you, Richard,
but unless you come and sit over here in this chair,
you can't see the world as I experience it. So
making an offer really has five parts. It has to
(33:38):
do with identifying what's missing for the people in your
audience from their point of view. It has to do
secondly with me offering or presenting a solution. Third is
the other person has to accept it or reject it.
Worth I deliver my solution, and fifth, you acknowledge that
you are satisfied with what I've done. What I've seen
(34:00):
with a lot of creative entrepreneurs is we think about
what we can make and what gets us excited, and
it's important that we're excited and follow the energy, as
Gina said, of what we're enthusiastic about. But without the
other half of the equation of what's missing from the
other person's point of view, it becomes self indulgent.
Speaker 4 (34:20):
You told a story last night that I thought was
so demonstrated this point so well about the foil wrapped potato.
Speaker 2 (34:26):
In my previous career, when I was consulting for global brands,
most of my work was in the food category, and
for one global food client, they realized that they kind
of had their marketing worked out. They understood how to
make TV commercials and print ads and social media, but
what they knew they weren't doing well was converting people
(34:48):
when they were in the store standing at the shelf
deciding between brand A and brand B. So they asked
me to go grocery shopping. Believe it or not, I
got paid to go grocery shopping with all kinds of people,
from all kinds of walks of life. I went with
this one woman who had just moved in to a
brand new high rise downtown Chicago. She was mid twenties
(35:10):
and this beautiful little apartment had a balcony with a
tiny webber grill on it, and she could overlook the
Chicago River. She was excited a grocery shop with me,
a stranger, because she was going to have her inaugural
grilled dinner for her boyfriend. So we shop. We're pushing
the cart through the produce. We get to the potatoes
(35:32):
on the right. There's a bin of Idaho potatoes, naked,
bear like, right out of the ground, Idaho potatoes, and
they were about seventy nine cents a pound. Adjacent was
a bin of potatoes that were wrapped in shiny aluminum foil,
and it had a giant sticker. They had giant stickers
(35:52):
that said great for grilling, with a whole bunch of
exclamation points underneath it. And they were two fifty uh
piece per potato, so like twenty six cents for a
bear potato and two fifty for a wrapped potato. And
she calmly took two of the wrapped potatoes and put
them in her cart. We get back to our house
(36:15):
and like everything she pulled out, I asked, could you
please help me understand what you were thinking when you
made that decision. We come to the potatoes. I said,
what do you think the difference is between this potato
and the potatoes that were in the bin right next
to it? And she said what potatoes? She literally did
not see them. The way that she was processing the
(36:38):
world was through glasses that were I am a griller, right,
and so all she saw were things that told her
specifically on the front of the package, this is for
the grill. Veggie skewers also had a sticker for the grill.
Hamburger's in the butcher case also said for the grill.
And so everything she bought was earmark on the front
(37:01):
saying this is for your girl.
Speaker 6 (37:03):
Well, it makes a certain degree of sense.
Speaker 2 (37:05):
Right, of course, it doesn't.
Speaker 1 (37:07):
We all do this.
Speaker 2 (37:09):
My point to my clients was you need to tell
consumers on the front of your package how to use
things that you think are wildly obvious. Slices of American
cheese you need to say on the front great for
grilled cheese, or makes a great cheeseburger, right, like you
have to be specific. They did this and their sales
(37:30):
rose by millions of dollars a year. My point is
that there are opportunities when you learn the skill of
embodying how someone else experiences the world.
Speaker 4 (37:41):
She was probably anxious because this was the inaugural deal,
so she wanted to do it right, and she didn't
trust her own capability, so she wanted somebody else's reinforcement.
This is what you use for this.
Speaker 2 (37:52):
Well, not only that, but what I've found in further
questioning was that she had grown up in a family
where she was a latchkey ca and both of her
parents worked, and so one of them would stop and
buy dinner from the drive through, and then the other
one the next night would assemble meals. So they'd make
a box of mac and cheese and heat up some
hot dogs. And so she didn't know how to cook.
(38:15):
She did not come from a family that cooked. They
assembled meals, and so for her and for many people
who don't know how to cook anymore, this telling somebody
specifically how to use a food product makes all the
sense in the world. So I am not coming from
a place of being judgmental. I'm coming from a curiosity
(38:38):
about how can we be of better service to this
human being?
Speaker 6 (38:41):
So how do you kind of translate this message for entrepreneurs.
Speaker 2 (38:47):
It is my philosophy that I need to know the
human beings that I'm trying to be of service to.
My orientation is more about being of service to someone
than trying to sell a bunch of stuff. I call
this a Copernican shift. Remember Copernicus, he was an astronomer
in like the fifteen hundreds. He's the one that said,
(39:09):
oh no, no, despite the way it looks in the sky,
it's not the Sun revolving around the Earth. It is,
in fact the Earth revolving around the Sun. In the
same way I think about my audience, I think about
so many people I see that are entrepreneurs, put themselves
and what they're trying to do in the center of
the universe and expect their consumers or their audience to
(39:32):
revolve around what's important to the entrepreneur, when in reality,
the power move is to put your audience in the
center of your consciousness, of your conscious universe, and orbit
around them. What that means is dm with the people
in your audience and invite them to have a conversation,
(39:55):
to get curious about what's making them tick and why
they're attracted to you. What's missing in their life that
they think that you've got information or education, or entertainment
or transformation that's important to them. Get curious and start conversations.
I am a qualitative market researcher by trade. I have
(40:17):
interviewed ten thousand people over thirteen countries in my life,
and what I find is having the one on one
interaction helps me get the vibe of somebody, and I've
learned to not only listen to what they say, but
to get the vibe underneath it. Gina, you were talking
(40:37):
about that intention that you come to a part with.
We all come to our conversations with a certain vibe.
I've also learned that it's very interesting if you ask,
can you help me understand where you're coming from? I'm
not sure I'm quite following you on that. I think
about that so differently, can you explain that to me?
(40:59):
And so I have all of these follow up questions
in a genuine curiosity kind of mood that encourage people
to be very revealing. The reason this works is none
of us feels seen. None of us feels like someone
truly shows up and is present with us and is
interested in us. Think of how distracted we all are
(41:22):
with our phones. I mean, have you seen people on
dates walking down the street, each of them on the phone.
It's like, what are you doing? And so the gift
of your presence and your curiosity about someone is immensely powerful.
What I found was that in especially big companies, but
even for entrepreneurs, we rely on data. We rely on
(41:45):
numbers or studies or trends, and all of that is valuable.
I'm not discounting it. But unless you understand the humanity
of why someone does what they do and what it
means to them, you're missing ninety eight percent of the story.
Speaker 6 (42:00):
How do we put ourselves in the spot of the customer?
Do you feel like you can truly experience what they're experiencing?
How do you do that?
Speaker 1 (42:10):
Well?
Speaker 2 (42:11):
I am a little bit psychic, so that helps quite
a bit. So that explains what I've found, However, is
when I ask open ended questions rather than do you
like the red one or the blue one, that is
extremely helpful and can be very revealing. I feel like
there are two different types of conversations with consumers. One
(42:31):
is very evaluative do you like this or do you
like that? And why? The other one is more like
trying to get to know somebody on a first date.
I would ask consumers before they came into the focus
group room to write down their philosophy of feeding and
caring for their families. It gave me a frame. I
(42:52):
then understood where they were coming from and I could
assess everything else that they were saying. So my philosophy
is ask really broad questions, ask a lot of follow
up questions, and don't do a lot of closed questions
where it's a scale of one to five or yes
or no.
Speaker 6 (43:09):
Yeah.
Speaker 4 (43:09):
So, if you're a podcaster, say, how do you know
like a specific person in your audience to ask or
how would you go about finding that person that you
would ask and connecting with them.
Speaker 2 (43:19):
It's such a great question. I would suggest looking at
the people that have left reviews and seeing if you
can find a way to connect with them. Also, the
people that are following you on YouTube or make a
comment on YouTube, or the clip that you put on TikTok,
or that say something to you on LinkedIn. That is
(43:39):
the beauty of being an entrepreneur today. Back in the day,
you know, we used to spend tens of thousands of
dollars to recruit people to come and be part of studies.
But today you've direct access with these people. It's simply
a matter of saying, would you be open to having
a conversation. I'm so curious about who you are and
where you're coming from, and maybe you send them some
(44:02):
swag or you do something for them. But social media
has just facilitated that connection so effectively.
Speaker 4 (44:11):
And you use it so well. I would advise people
to touch base with you. They want to learn how
to use short form content, especially how do people find you?
Speaker 2 (44:21):
Well, TikTok is my jam, so come find me on TikTok.
My handle is Kay. My name Kay Underscore Company, Underscore Creativity,
or you can find.
Speaker 1 (44:33):
Me at k Allison.
Speaker 2 (44:35):
My full name Kay A L L I S O
N dot com.
Speaker 4 (44:39):
Excellent Thank you. Passage to Profit with Richard and Elizabeth
Gearhart Warren Miles pickup. I love that name and there
is a whole story behind it that he told me.
It is so cool. There are only a few people
in the whole world that have that last name. So
you'll remember him, but he has a product staircase method
that he outlined for us. I've never scene marketing and
(45:02):
the steps you take put so succinctly and so easy
to understand.
Speaker 3 (45:05):
I'm all about bringing value to people, and I think
the product staircase idea is something that has an impact
for entrepreneurs in a way to bring people from first
viewing your brand to how they're going to move from
low ticket offers, mid ticket offers to your highest ticket offer.
So it's similar to building a value ladder, but instead
(45:26):
of doing it through content, it's really through products.
Speaker 6 (45:29):
So you offer.
Speaker 3 (45:30):
Something that's of value to them through social media or
some type of content that you create, whether that's a
blog or podcast or anything like that, that then offers
them a lead magnet that draws their attention. It's an
offer to solve a problem. That's really what this is
all about, is value based marketing. And so that offer
(45:52):
to solve a problem, whether it be through a guide
or a video series, an email series, whatever it may be,
creates an exchange of value. They're trading their email address
or their contact information in order to solve a small
but not insignificant problem that they have. Once you have
their contact information, then you can market to them in
ways to solve additional problems. So by having a clear
(46:16):
ideal client profile that you've got understanding who that individual is,
you know what their problems are, and then you help
them to walk through all of those problems by utilizing
the staircase. We were doing a podcast event last night
and I walked the audience through how I built my
own for that event, and so it was an offer
of a content monetization challenge, and so I created a
(46:38):
QR code that I put up on the slide, and
the individuals that were there listening to us and had
heard me speak about how to build a product staircase,
they would click on that or take a picture of
the QR code. It would take them to a page
where they would sign up for a content monetization challenge,
so five days to walk them through how they could
take the content that they're creating and turn it into
(47:02):
a profitable activity. It would walk them through the creation
of the lead magnet, the creation of a low ticket offer,
how they would then market that offer. That sort of thing.
A coach that I work with they do personality profiles
for real estate brokers and so they offer low cost
paid offer for somebody to join in on a zoom
webinar talking about utilizing personality profiles to understand their clients better.
(47:27):
Once the person has attended that webinar, they then have
somebody's email address. They would then use that email address
to offer those individuals a low cost subscription for a
series of different solutions that would go out to those
real estate agents. So it might be daily tips, it
could be a content calendar for them. It could be
(47:47):
a number of different very very small cost entries into
purchasing products from this coach. The idea is to build
trust through that process, and then when you're sending out
those emails, you give them an opportunity to engage with
you at a higher level. So that might be a
group environment, like a group coaching environment, it might be
some one on one time that sort of thing. And
(48:09):
then once you've built that additional layer of trust, which
is your mid ticket offer, you then offer your high
ticket offer, which is really the doing the service for them.
So it's engaging with them on more in depth one
on one coaching, it's helping them to build marketing platforms,
it's helping them to do all sorts of different things.
So you have to create multiple on ramps into your
(48:30):
product staircase so that you can meet them where they're
at at that moment. Right, Some individuals want to establish
a sequence of trust, a sequence of purchases. You know,
the first purchase you make with most companies is going
to be something small, and then you're going to build
up to that highest ticket purchase. And so by building
trust and value, by ensuring that they're getting a higher
(48:51):
return on investment with you at each stage, it's a
no brainer for them to continue to climb up that
product staircase with you, rather than coming in and taking
all that risk right off the top. They already know
that they're going to have a positive ROI as they
go along.
Speaker 4 (49:05):
Are these just digital products you're talking about?
Speaker 3 (49:07):
This could be any type of product. It could be
any relationship that you're building with a consumer, But for
what I work with is largely digital products.
Speaker 4 (49:15):
So let's say that I want to just start a
podcast coaching business. What would be an example of a
first offering that I could give people?
Speaker 3 (49:23):
So first offering could be something like a one page guide,
like a lead magnet that you promote on social media
that says, here are the top ten tips for starting
your podcast right. So a new podcaster is going to
want to download that to understand what are the first
ten things I need to do before I start a podcast.
And then you have a video course that's maybe ten
videos five minutes long showing them how to set up
(49:47):
on Spotify or on iHeartRadio or wherever it may be,
and it walks them through a sequence and it costs
them seven dollars to download it. The next thing is,
hey join a group coaching session that I'm running on
such and such days eight to meet with ten other
new podcasters that are all going through the same things
as you, and I'll walk you through how to successfully
accomplish X right. And then the high ticket offer, once
(50:10):
they've gone through that group coaching at the event, you're
going to offer if you'd like some one on one support,
I'm here to help you, and here's how you can
do that. So with each stage, you're constantly adding more
and more value. They're seeing that through the return on
investment that they're getting, and it makes it a no
brainer for them to go, I want this one on
one time because I know I'm going to get value
(50:31):
from this so.
Speaker 4 (50:32):
To really find out what they want. What part in
that process would you really pick their brains to see
what you should be offered.
Speaker 3 (50:38):
That's before you start anything. Just as Ka talked about,
understanding the person that you're selling to is absolutely vital.
Building your ideal client profile is the first stage before
you do anything, because creating a product without understanding what
the problem and pain of your ideal client profile is
is a total waste. So for me, I have one
individual in mind that I am buildid everything around.
Speaker 6 (51:01):
She is my avatar.
Speaker 3 (51:02):
She's my ideal client profile for what I build, and
so everything that I'm doing is based around would this
serve that individual? Because us as people are all looking
for a community. We want to put ourselves into a
box that we fit with. If you ask somebody their
political leanings, their religious leanings, anything like that, they will
(51:22):
very quickly identify which box they fit into. And so
when you pick a single person as your avatar for
your ideal client profile, you will find that there are
a ton of people that identify themselves the same way
that that person does. They will fit into the box
of that individual because we all want that sense of community.
And once you've done that you build for that person,
(51:43):
and then the group that you're trying to solve the
problem for will expand from there.
Speaker 6 (51:48):
So Warren, how does this whole trust process with email?
Speaker 3 (51:51):
It's just one word value. You have to be giving
value all the time.
Speaker 6 (51:56):
If you ask for.
Speaker 3 (51:57):
Something from somebody before you have given them significant value,
you will be deleted unsubscribed immediately. You have to build
trust by offering value in those first five emails.
Speaker 6 (52:07):
Especially when you're starting out. I think you always have
to deliver more value than you're asking for in return.
You have to over deliver because that's what it takes
to build the trust.
Speaker 3 (52:20):
I worked with a coach in order to identify what
my mission was in life, and I uncovered that my
entire mission is offering more value in every engagement with
somebody than I receive. And if I do that, inevitably
everybody will want to engage with me because they know
that they're going to get more out of it than
I am. And so every single thing that I do,
(52:42):
I try to aim for a three x ROI for
the person that I'm dealing with. Then I'm receiving out
of the engagement that's going.
Speaker 4 (52:49):
To take you a lot further because people can sense that.
Speaker 3 (52:51):
I think the money comes if you offer value and
if you are passionate about what you do, because people
are attracted to passion.
Speaker 4 (53:00):
How do people find you?
Speaker 3 (53:01):
LinkedIn is probably the best place. And if you look
for Warren Miles hyphen pickup, so Warren Miles pickup on LinkedIn,
you will find me because there are only eight Miles
pickups in the world. You can also find me at
Marketingmotivators dot xyz or design dot Pixel, True dot com
are the best places to find me.
Speaker 4 (53:18):
We are going to take a break now, but we're
coming back for secrets of entrepreneurial Mine Passage to Profit,
wrote to Entrepreneurship with Richard Elizabeth Yourhart our special guest Gintanyani.
We will be right back for some very cool secrets.
Speaker 10 (53:32):
I'm Jack, CEO and co founder at ushabits dot com.
When I left my job as a Wall Street banker
back in my twenties, I felt completely lost trying to
navigate the process of hiring a financial advisor. I thought
it should be easy to find the right financial advisor,
so I created a place where young families could feel
understood and their unique needs would be met. With empathy
(53:54):
and expertise. That's why I started ushabits dot com, where
we help you find your financial advice free of charge.
Ushabits dot com.
Speaker 6 (54:03):
It's passage to Profit. Now it's time for Noah's retrospective.
Noah Fleischmann is our producer here at Passage to Profit,
and he just can't observe our future without recognizing the past.
Speaker 11 (54:16):
Just recently, a young gen Z friend of mine asked
me if I knew what the word unalived meant. I
told her I'd never heard it before, so she read
it to me within the context of the youth fiction
books she'd been reading. It said he feared his desperately
distraught friend would have unalived himself. Turns out that's the
new accepted word for killed. Okay, look, I know our
(54:36):
general culture is more hypersensitive now than ever, but there's
only one way to define such an untimely end, and
I happen to think that our linguistic forefathers established it
quite suitably, thank you very much. Before long, they're going
to need to change that new word to unparticipated or paradepartured.
Because words can always be changed, what they define remains
(54:58):
the same. One of the TV news works actually late
plans on that particular work of fiction for a series,
but once they got around to reading the full text,
they unlived it.
Speaker 1 (55:08):
Now more, with Richard and Elizabeth Passage to Profit.
Speaker 4 (55:11):
It is now time for secrets of the entrepreneurial mind.
Speaker 6 (55:17):
I can hardly wait.
Speaker 4 (55:18):
So, Gina, is there a secret you can share with
our listeners.
Speaker 1 (55:23):
I don't know if it's a secret, because to me
it seems obvious, but I will share it. I think
there is something too creating amount of quiet in your
life so that you can listen to God and here
with active ears. I think a lot of us like
to talk, and as I love to talk, and I
(55:46):
think we have lots of noise in this world that
we live in, especially today. And get good at being
quiet and get good at listening. It's not as easy
as it sounds. So in order to do that, I
like to keep a journal. I like to write out
what I'm thinking in the morning right away, and then
I put the pen down and I just center myself.
(56:09):
I begin a small prayer, and I wait, and I listen,
and I write down what I think what I project
might be God, and I write it down and I
find That is so good because I can track it
and I can see sort of where I'm coming from
and where I'm going over a period of time.
Speaker 4 (56:29):
That's beautiful. I love that. So Warren Miles pick up
with the interesting name. What's a secret you? I mean,
you've got so many, but what's a secret you can share?
Speaker 3 (56:40):
I would say a secret that I can share is
that the majority of your future customers are sitting on
the fence with regards to making a decision about your
product or service, and you have to understand what it
is that the pain of change, because change is painful,
what level of pain they're at with their existing problem
(57:03):
versus the pain of change to purchasing the service or
the product would be so that you can reduce the
amount of pain that they're going to experience to take
part in that change, so that they make a decision.
And if you can understand what point they're at and
where that tipping point is, you will be significantly more
(57:23):
successful in selling and marketing your product or service.
Speaker 4 (57:26):
Wow. That super insightful. Thank you, Kay Allison. What's the
secret you can share?
Speaker 2 (57:33):
I have learned that if you wait until you feel
confident to take an action, you're totally screwed. Actually, what
happens is confidence is a byproduct of taking action. The
entrepreneurs that I've seen succeed wildly take a bunch of
actions and they put stuff out that is imperfect, not
(57:56):
all the way thought through, doesn't necessarily make sense, be
on target, but they act and then they act some more.
Speaker 4 (58:04):
That is really great too. Wow, great advice. Well, my
secret is going to be Sometimes it really is darkest
just before the dawn. So you may feel like it's
time to give up, and you may be wondering and
you may not be making enough money. But then you
find a coach, right, you find a Gina or a
(58:25):
Warren O okay, and you're like, oh my god, this
person turn things around. I would say, don't give up.
And if you are like in a space like that,
I have a coach. She was on the show earlier
at Sonya Satra. I love her. Find the right person
to help you because they're out there and there are
people like the people in this room today that can
help you be successful in your business. Secrets of the
(58:46):
Entrepreneurial Mind That's Great.
Speaker 6 (58:48):
Passage to Profit is a nationally syndicated radio show appearing
in thirty eight markets across the United States. In addition,
Passage to Profit has also been recently selected by feet
Spot Podcasters database as a top ten entrepreneur interview podcast.
Thank you to the P two P team, our producer
Noah Fleischman and our program coordinator Alisha Morrissey and our
(59:12):
studio assistant Brissy Cabbasari. Look for our podcast tomorrow anywhere
you get your podcasts. Our podcast is ranked in the
top three percent globally. You can also find us on Facebook, Instagram,
x and on our YouTube channel. And remember, while the
information on this program is believed to be correct, never
take a legal step without checking with your legal professional first.
(59:34):
Gearheart Law is here for your patent, trademark and copyright needs.
You can find us at gearheartlaw dot com and contact
us for free consultation. Take care everybody, Thanks for listening,
and we'll be back next week.
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