Enrepreneurs Tracking and Attracting Customers with Geofencing: Ernesto Cullari and Barbara Wardell and Others

Episode Transcript

(00:00):
The following is a paid podcast.iHeartRadio's hosting of this podcast constitutes neither an
endorsement of the products offered or theideas expressed. You can start looking at
personas a buying persona I hate stockimages. Our primary focus right now is
educating the artist into thinking like anentrepreneur. I'm Richard Garhart and I'm Elizabeth

(00:23):
Gearhart. You've just heard some snippetsfrom our show. Do you want to
know more about starting your business?Stay tuned? Ramping up your business?
The time is near. You've givenit hard, now get it in gear.
It's Passage to Profit with Richard andElizabeth Gearhart. I'm Richard Gearhart,
founder of Gearhart Law, a fullservice intellectual property law firm specializing in patents,

(00:47):
trademarks and copyrights. And I'm ElizabethGearhart. Not an attorney, but
I do marketing for Gearhart Law andI have my own startups in podcasts.
Are you one of the two andfive Americans wanting to start your own business
or already a business owner? Staytuned. This show is about starting and
growing your business. Welcome to Passageto Profit, the Road to entrepreneurship,
where we learn why and how ordinarypeople just like you started and grew their

(01:11):
businesses, and we also talk aboutthe intellectual property that helps protect your innovations.
We have Ernesto Coulari and Barbara Wardell, founders of Wardel and Kolari,
and they're geo fencing experts. Ireally want to know what geo fencing is
all about, so looking forward tospeaking with them. And after that,
we have Remy Leebovic and she hasan amazing social media company. She does

(01:36):
it differently and better and everyone else. You want to hear it from her,
of course. And then a repeatoffender, Juror long ago. He
was on the show a few monthsago. He has the UMC Nashville,
the underground music Collective in Nashville,and I's just doing some really exciting things
with creators, so we're happy tohear from him again. That's great.

(01:57):
But before we get to our distinguishedguests, it's time for your new business
journey. As I mentioned before,two and five Americans want to start a
new business and they want to knowshould I start a new business journey.
One of the questions that our audiencefrequently asks are what kind of marketing do
I need to do for my newbusiness, and so I'd like to ask

(02:21):
our guests, maybe starting with Ernesto, welcome to the show. Thank you,
tell us what you did to startmarketing your new business. I started
talking about it, I started talkingabout what we do, started talking about
how I was single minded in myfocus, and how I wasn't trying to
be a jack of all trades,but I was trying to master one.

(02:42):
And I made sure I told thebiggest people in the first industry that we
broke into, that we were themost competent at what we do. That's
great. I think starting with asmall niche like that and focusing on your
competence is great. Barbara, Ihave to agree with Ernesto, that's exactly
how we started. But also Ithink building a solid foundation when you're starting

(03:02):
a business is very important. Whetherit's financial, whether it's creative, whether
it's marketing, they're all a bigpart of growing that very big base.
So when you grow, you growstrong, very important. That's great.
Jar Ed, welcome back. Tellus what did you do when you were

(03:24):
starting your new business. Well,first, thanks for having me back,
and I want to echo something thatBarbara said, and it's about having a
strong foundation. So so important andhonestly, something I wish I knew at
the beginning of the journey, whereyou're having your systems in place, having
ways to capture data, having aplan for what to do with that data
super super important and if you havethat at the beginning, you're going to

(03:46):
save yourself a lot of time havingto go back and fix That's great advice,
Remy. What did you do whenyou first started your business to market
it. One of the first thingsthat I did was I went out and
I joined multiple chambers of commerce.That was the best way to meet local
business owners in my area who neededhelp in my services. And it was
just a great way of physically puttingmyself out there. And then after when

(04:11):
the pandemic hit and we all wentvirtual, I still had those connections that
I had met in person that helpedcreate strong foundations for my business and set
up a referral network for me andourcal media. That's great, Elizabeth,
Well, I want to talk aboutthe business we're working on now, which
is remodeling our podcast studio that weused all during COVID for passage to profit

(04:34):
so we can rent it out toother people. Really, when you have
a physical location. I think that'sprobably the best thing to do. Yeah.
Absolutely. When we started gear HeartLaw, we started it out of
the attic in our house, andso for me, the primary mode of
getting clients was to go to networkingevents and meet people and create relationships.

(04:57):
This was back in two thousand andfive and attorney marketing on the internet was
not such a big thing. Wedid, though, start a website,
and a lot of people at thetime told me, you're never gonna get
legal clients from a website. Well, guess what. We got a lot
of clients from our website and itturned out to be the greatest thing.
Almost twenty years ago. Though wewere laughing about it in the car on

(05:18):
the way here. We had toput the word patent like twenty five times
on the home page. In differentways. You either had to have a
really clunky sounding website that used yourkeywords every other sentence, or you could
write eloquently and not get any hits. So things are a lot better nowadays.
I do have a question about theattic. Was it a pull down

(05:39):
or a walk up? We hada walk up. It was a walk
up with a low ceiling, Soanyway, it's time now for our distinguished
guests, and we're really looking forwardto this. Ernesto Colari and Barbara Wardel,
you guys are like geo fencing whizzes, so tell us a little bit.

(06:00):
We dominate our industry. What isgeo fencing? Tell us what it
is and how it can help us. First, thanks for having us.
I'm Ernesto Cailari. I'm co founderalong with Barbara Wardel of Calarian Wardel,
and we specialize in geofencing, whichis the use of GPS satellites to draw
virtual fences around targets of interests.So when someone walks into a target of

(06:27):
interest, we can capture their deviceit could be a smart watch, smartphone,
We anonymize their device and then wehave the privilege and the legal right
to follow them everywhere. Yes,and the good news is we can then
send them ads to come to yourstore or to download your app. And
when they do come to your location, your office, your podcast studio,

(06:47):
the satellite will ping us, alertingus that a new visit has taken place.
And in three countries Canada or theCanada as I like to call it
today, the US and Australia,we send on a monthly average up to
five thousand visits satellite five thousand GPSsatellite verified visits a month. So to

(07:08):
make it more human, if youown a small restaurant, a coffee shop,
or a music venue and you wantto look at your competition and say,
hey, whoever goes there should alsobe coming to my business. You
can then send them a customized message. It's just a higher form of targeted
communications. You can send them bespokemessage, give them a call to action,

(07:30):
whether it's come visit us or downloadour app. But the great news
is you can measure in real time, in real ways, tangible ways,
your return on investment. So you'resort of watching where people go and what
stores they visit, and then areyou combining that with other information about them
too, like data like what kindsof things they like to buy and income

(07:50):
and all of that stuff. Yeah, So on the one level, you
have geofencing, which is basically GPSbased and it's nothing more than drawing inferences
based on where people been. Butthen when you back up a little bit,
you could do what's called geotargeting,which is where we can look at
people based on their banking information,household income, You can look at recent
purchases, credit card history, andagain all this is anonymized and then categorized

(08:16):
based on ZIP code. When youdo it that way, then you can
start looking at personas a buying persona. So if we're looking at speaking to
other musicians, or say you're acomedian and you know Joe Rogan just built
his new comedy center in Austin andhe wants to communicate to other comedians,
he could do that. He couldtarget them by demographic and then location.
So I'm kind of assuming here thatwe're all kind of being stocked by software.

(08:41):
I mean, we already knew wewere with Google and Amazon and everything,
So here's another one to add tothe list. But it is amazing
how this works. So how doyour clients typically use it? Do they
find people maybe that are shopping atNordstrom and then they want to send an
ad for a jewelry store something tothem in the same moment or something like?
How does that work? Barbara andI try to do this in combination.

(09:03):
We start everyone off with just hardcorewhere are they located? And we're
radius, yeah, and you know, location, we say all the time
is indicative of what you can reallydo in the real world, because if
you're looking on your phone, thatdoesn't mean that you're going to buy that
whatever you're looking at. You couldlook at Mercedes all day long, that
doesn't mean you're actually going to buyit. But if you walked into a
Mercedes lot, that's different. Sowe use that first hand, first party

(09:26):
data in real time we're collecting devices, but then we mix it with what
we were just talking about, whichis a buyer persona. Are we targeting
musicians? Are we targeting listeners?Are we targeting people who are getting divorced?
Are we targeting people that are inthe market to refinance their home based
on location? How do you knowwhether somebody is getting divorced they're going to
see a divorce attorney or how doyou track that for that? We would

(09:50):
if we're working with a divorce attorney. Sadly, liquor stores stretch. So
do you draw data from other sources? Because the weirdest thing happened to me.
I have a granddaughter and I justgot a magazine for women's clothing and

(10:11):
on the back page was a littlesection with baby clothes. Did they change
their back cover just for me?Because they knew I'm buying baby clothes now,
like, because I've never seen thaton any of these catalogs before that
that is the first time I've heardthat question. But I have to tell
you that if that advertiser is usinga form and a particular platform, I'm
not going to say what platform,but if they're using a particular platform,

(10:33):
they can send you in a magazinean ad that has bespoke to you based
on the parameters that that brand isusing to target someone. So part of
it, I would say that isgeo targeting. So for example, if
everyone here wanted to advertising Sports Illustrated, you can, and you could do
it by page, and you coulddo it buy zip code, and you
can send a targeted real world adand a real magazine to someone like they

(10:56):
did to you. So someone geotargeted you is what I was suspect,
Wow, based on your past historyand your location. And that's what Facebook
and Google does. So remember,if you buy something from say a Facebook
at or Instagram, you will actuallyget more of that. So if you
bought a blouse, all of asudden, you're getting more you looked at

(11:16):
a T shirt, You're getting moreof those constantly. Now, like My
Instagram is so fulled with it nowit's crazy where it wasn't now it is.
Marketing is always such a huge challenge, you know. Getting your message
to the right people is really important. Getting those people to come to you
and pay you is what allows youto pay your bills right and employ people.

(11:39):
So I'm all for this, butthere's another part of me that is
a little uncomfortable thinking that I'm beingtracked wherever I go, and it feels
a little creepy. To be honest, I totally understand because when I first
looked at this business, I sawall the data that they have, and
I thought they had a lot ofdata. They have way more data than

(12:03):
you ever could imagine on you,and I actually put it down and said,
I don't know about this business.But then I thought about it is
they're never giving us that privacy back, just like everything else, so use
it for good. And during COVIDeverything happened with some of our favorite businesses
shutting down. So that's why wedecided to take this on to build the
small and mid sized businesses. WithFacebook, they know your name, so

(12:26):
they can't have all the other informationthat we have because we don't know your
name, we give it your phoneidentifier, and that's how we follow you.
I think that's good, but Ido get concerned that down the road
this could be abused by people.There's one legal situation now in Texas.
Law enforcement is using off the shelftechnology to track people and because there's really

(12:48):
no legislation surrounding it, the governmentis able to do that. On the
other hand, you know, ourcompany really took off during COVID. We're
the only ones in Australia, forexample, doing geofencing except for the Australian
government. They were using it tomake sure you weren't on the beach.
Oh yes, So the only badactors thus far have been the government.

(13:09):
We're advertisers, We're an agency.What we want to do is make people
small, middle class businesses. Wewant to help them grow. We're invested
in protecting people's privacy, whereas thegovernment is always no matter what side of
the aisle you're on, it doesn'tmatter, they are taking your privacy no
matter what. So we're empowering peopleto put their information to good use.

(13:31):
It is important because people are hitwith so many ads and so much information
from every different direction. I thinkthe more personalized stuff does kind of help
because it is maybe something you actuallydo want to see and it helps you
filter out through all the other junkthat's out there, So I see a
place for it. It's even thepremise of this podcast on this radio show.

(13:54):
It's geared towards people who are interestedin helping themselves grow their business through
better marketing, intellectual property and thingslike that. Well imagine, no matter
what your interests are, only receivingthings that you're interested in. So therefore
then advertising becomes advertainment. Like whatthis very program is is edutainment. Advertainment

(14:16):
is really giving people something that helpsthem, that they're interested in, that
benefits them and brings more joy oftheir life. That's the thing. Small
businesses waste a lot of money ifthey can't target the right audience. And
that's why we're so precise in ourtargeting. So what makes your company able
to work with small mid sized businesses? Is it your pricing model? If

(14:39):
we were to come to you andask for some GEO targeting help, give
us some idea of how you wouldwork with us. The first thing that
we would do is we'd have afree consultation with you and find out what
your wants needs and actually who isyour customer, and then from there we
would do a foot traffic study ofyour business for a year to see where

(15:00):
your customers go an hour before,an hour after, to see kind of
what your foot traffic is, andto kind of get that whole where do
they go? Are they in theworking area, is that where they're coming
from? Do they live in thearea. Depends on what kind of business,
whether you're a laundromat, whether you'rea boutique. But we look at
the business like that at first tosee the broader pitcher, and then we

(15:24):
work to figure out, okay,now what are we going to do here?
Is the business model really only helpbusinesses that are brick and mortar.
What if you have a virtual business? Is there a way to incorporate geo
targeting in that circumstance. Geofencing andgeotargeting can be used to drive online traffic,
specifically for app downloads and things likethat. But what location allows us

(15:46):
to do is identify people who arealready spending money in a certain demographic.
So even though we're trying to drivean online conversion or online behavior, whether
it's to watch a TV show orwhether it's to come to even if it's
like psychological counseling or anything like that, you know, or coaching business coaching.

(16:07):
Location is truly indicative of what youcan do in the real world.
So we can draw certain inferences.So if you're in downtown Austin, you're
most likely to buy country music online. You're more likely to listen to natural
artists, You're more likely to listento comedians. You're also more likely to
be a fitness minded person. Solocation truly is beneficial getting some intelligence on

(16:30):
our clients and that's what we do. Foot traffic studies is one of them,
Census data is another. We alsodo listening campaigns to try and identify
the amount of available devices to captureand speak to. But getting some intelligence
on a client is one of thefirst things we would do in a consultation.
And then I think what segue towhat I think your question is is

(16:51):
like, how affordable is this?Nearly any business should be able to afford
a thousand dollar AD spend a month. If you can afford a thousand dollar
AD spend a month, then wecan drastically change the trajectory of your business
and we worked hard to get tothat number because a lot of the corporations
that use this technology they have thirtyforty thousand a month for their ads spend.
Small businesses couldn't afford that, sowe had to work really hard to

(17:15):
figure out how we could bring asmaller budget to a vast amount. So
let me ask you this, Sowhat if I am a brick and mortar
sportswear retailor so, could I hireyour company to identify all the people who
are going to, like, saya New York Giants football game, and
they're going to the stadium and Iknow that those people are football fans,

(17:38):
and I can serve them with adsto come to my store. Would that
make sense? Is that a sensibleapplication we can do events? Yes,
if you had multiple locations in theTri State area, for example, because
we're in the Tri State area,then would make sense to target Giants stadium.
What would be more beneficial is ifyou'd had a parrel or just a

(17:59):
sporting its store and you targeted everyonewithin a few zip codes that say goes
to a baseball park or a highschool game. So we try to go
down the funnel that sales funnel andpick what is the closest thing to conversion?
Where can they be found in aphysical location. So, whether it's
a digital conversion you're looking for,the more you know about your audience,

(18:22):
the more you know about your customer, the closer you can make them an
offer towards the bottom of the funnel, the better off and the more money
you're going to save them. Thetop of the funnel is the furthest from
a sale. The bottom of thefunnel is the closest to consummation or to
conversion. The closer we can gettowards the bottom of that funnel, the

(18:42):
more value. So if somebody istrying to decide between geo targeting or geofencing
and say more well known types ofadvertising, where does geofencing sort of fit
into that overall advertising strategy. Wethink you should do everything with a modest
budget. But geo fencing is becauseit's satellite verified. You know how much

(19:07):
you spent on that ad, andyou know where they saw that ad and
when they came in. With digitalmarketing, getting attribution is one of the
toughest things. I've been trying thatfor years, and I've asked experts on
this show. Okay, how doI know where my clients came from?
If they just say internet, howcan I narrow it down? They're like,
oh, well, you know,send out an email and if your

(19:27):
leads go up, then you knowwhat was that email. I'm like,
yeah, I know that. Butlike attribution, that's huge. If you
can do absolute attribution, that isa big perk. We're going to brag
a little bit. Five dollars andseventy five cents is our national average to
bring a visit through someone's door.That's so, that's great, that's amazing.
That's like giving. That's like itis pretty insane. And our best

(19:48):
client does just over wow wow,and do they buy something while they're there.
It's a laundry. So we sendthem about five hundred to one thousand
new clients a month. That's alot dirty laundry. It is. We
have to take a break now,so you're listening to Passage to Profit with
Richard and Elizabeth Gerhart. Will beback right after this, and stay tuned

(20:10):
for Secrets of the Entrepreneurial Mind comingup soon. Have you considered getting life
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two five five four nine four oheight hundred two five five four nine four
oh. That's eight hundred two fivefive forty nine forty Now back to Passage
to Profit once again. Richard andElizabeth Gearhart and our special guests Ernesto Clarie
and Barbara Wardell. We are talkingabout a very unique and very effective marketing

(22:26):
tool for brick and mortar businesses,geo fencing, and how it fits into
your marketing plan. And you weresaying it should be the one thing a
small business with the physical location doesif you want people to show up and
or download an app. Geofencing isthe best way to get a great return
on investment. I did start offas a commercial songwriter and still was not

(22:47):
able to tie things together. Howdo you tie an artist, their content
and an audience together. It wasn'tuntil we discovered geofencing were we able to
pull building something. Because it's Arbisalways says you can build something, but
they will not always come. Geofencingallowed us to build something for each of
our clients. They were the builders, right, but we were the ones

(23:08):
that tie it together. We're theones that take your audience and matches it
to your product. So what ifyou're a service based business and you're interested
in geo fencing as opposed to abrick and mortar kind of business, how
would you go about implementing a geofencing targeting program for somebody in that line
of work. If you could builda persona, then you can find your

(23:30):
client. If you could put togethera persona for who your client is,
then you can serve them an adwithin a given geography and you can measure
a conversion online. Or if you'rea clinician or a professional and you want
them to set up an appointment fora consultation. You could do that online
as well, so you can lookat it from a demographic personality buying persona

(23:55):
perspective and restrict it to geography.You pick out four zip codes odd zip
codes and you can communicate to themspecifically. And I think the persona is
one of the fundamentals of marketing.Right. We have client personas for your
heart Law. We also get believeit or not, walk ins people that
see the sign and come in andwant to spend lots of money on paths
and trademarkets. You never know.Yeah, I drive by your office all

(24:18):
the time and I've had this ideafor years, So I think that's awesome.
Yeah, and it just shows youwhat a great country we live in
where the average person actually probably doeshave a brilliant business idea. They do.
Just about everybody does right environ.And I think it's a need now
for everyone to see that they reallywant to build their own brand, their
own business, be separate and notin the corporate world anymore. I think

(24:41):
it's a big thing. I thinkso I left the corporate world. I
love the fact that I am ableto run your Heart Law the way I
want to it's sort of my canvas. I get to paint on that,
and that's where my creativity goes.People express themselves through their work. You
don't always get that opportunity when youwork for a big company. Both Ernesto

(25:03):
and I were in the medical industrybefore we got into everything else. I
did specialty medicines and it was hardbecause you wanted to point the doctors in
the right direction and they couldn't dothose things for those patients. Now we
don't have those anymore, and wecan help as many small businesses as we
want. There, you go,that sounds good. Where can people find

(25:26):
you, guys? If they wantto get some geo targeting in their life,
you can locate us at www dotCollary c U L L A R
I Media, M E d IA dot com. And if I just
hold up a sign to the sky, it says I want geo targeting you
guys. You know, I'll justturn your phone on. Don't worry.

(25:48):
Okay, Well, and now it'stime for IP in the news. What's
going on with IP in the newsthis week, Elizabeth, Well, another
case went to the Supreme Court.I mean, it's pretty amazing how many
of these intellectual property things make itto the Supreme Court. Somebody wanted to
take the name of a celebrity andput something snarky about them and make their
name and the snarkiness into a trademarkedphrase, and the Supreme Court said,

(26:11):
no, not without that person's consent. Yeah, I mean, the trademark
law is pretty clear that you can'tget a trademark on somebody else's name that's
not yours without their consent. Andso they were complaining that this is unconstitutional
and it violates their free speech.It's not that you can't use their name,
it's that you can't get a trademarkon it. And so that's what

(26:33):
got everybody all excited about it.And the Supreme Court decided unanimously this law
that Congress passed is legit and shouldn'tbe overturned. So now we're turning to
our guests to find out what youthink about this. Jerard. Yeah,
I'm just kind of mind boggled bywho has the time to try to trademark
this and then follow the trail allthe way to the Supreme Court. Whatever

(26:56):
the thing is, Like, youknow, at a certain point, it's
like, you know, you're justkind of give up that ghost, right,
But let's put some positivity out intothe world and you know, not
call people names. I think that'swhat we all learned, Remy. I
would not personally want other people goingout there and trying to use my name
in whatever way, shape and formthat it could possibly be. Why would

(27:18):
somebody take something like this and putit on a T shirt and wear it?
What if the other person was inon it though, it's like,
well, you know, okay,like it gets my name out there,
they would have got the trademark withthat person. That's true point. Yeah,
I think if you want something togo viral, though, kind of
the last thing you want to dois put a trademark on it. You

(27:40):
want it to be out there.You don't want to restrict who can use
it. Well, they wanted tomake the money off of it. I
guess the moral of the story is, if you want to trademark somebody else's
name, get their permission. Right. You're listening to Richard and Elizabeth Gerhart.
It's Passage to Profit and we'll beback after this commercial break. Stay
tuned for Secrets of the Entrepreneurial Mind. Heay, hear that that's the sound

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hundred four one oh fifty nine fourteenfor about the Healthy Shorts hotline. Passage
to Profit continues with Richard and ElizabethGearhart. Time for Elizabeth and her projects.
Tell us what's been going on,Elizabeth, I have a bunch of
different things going on. Richard andI are remodeling the top floor of the
building that we have the law Firmanto be a podcast studio that we can

(30:17):
run out to people. But theother piece of this is talking earlier about
how we started our marketing and whatour plans were. Before we even started
this, we had been using thestudio for passage to profit during COVID,
so we had really good equipment andstuff. I said, I'm going to
start a meetup group and see ifthere's any local interest in podcasting. So
I started, and I met anotherwoman who was interested in starting a meetup

(30:38):
group too, so we did.She wanted to do it virtual and in
person. I was thinking, justin person. Her name is Stacey Sherman.
By the way, you can findher on LinkedIn. She said,
I have a lot of connections onLinkedIn. Let's do a hybrid. So
we decided to do a hybrid,and we used to vent bright and we
used event bright advertising to promote thisevent. And we're just blown away,

(30:59):
like not everybody that registers comes,But we have an event in a couple
of days and right now we havealmost three hundred and fifty people signed up.
So I guess that answers the questionthat I had about whether we should
spend the money on a podcast studioor not. Video is very important,
so we want a video studio definitely, and most people are doing video studios,
but we have another room, sowe decided we'll do it just strictly

(31:21):
audio studio too, so people canpay less and just do the audio piece
of it. So we'll have bothstudios and then we're going to have another
room for people to use for DIY, so it could be if photographers want
to come and do photo shoots there, or if somebody wants to do a
short video shoot there, they canbring their own equipment and set up there.
So there's a lot of space thatwe weren't using. So enough about

(31:41):
me. We have Remy Leebovic.She is amazing. She does social media
and I do see in my noteshere that she's like, yeah, people
throw stuff together on Canva and putit on their posts and I can do
way better than that. I'm likeguilty. So Remy, please introduce yourself
and tell us all about your agency. Well, it's pretty funny that you're

(32:01):
talking about commercial real estate because Ihave a new client that's based in commercial
real estate, and I can tellyou this. People are definitely interested in
commercial real estate, and for me, even though I am what they call
a digital nomad. I've kind ofreached capacity with my whole office. Like
I love my dog, I loveseeing her every day, but you know,
sometimes I just need to break awayand go to these different office spaces

(32:23):
and just really hyper focus in So. Hello, My name is jermy Leevick.
I am the owner of RCL Media, a social media marketing agency based
in northern New Jersey reservice clients inthe Tri state area, and I have
been running and growing the business forthe last four years to serve both B
to B and B to C businessesin the restaurant, construction and lifestyle based

(32:47):
industries. We offer social media basedmarketing services such as strategic consulting, content
creation so again making original content,and on site content creation where we utilize
photographers and videographers to actually go onsite and create original content that could be
used for your business and platform managementand paid and organic social media. So

(33:09):
our mission is to create, communicate, and amplify so that we can give
our clients audiences a memorable experience thatmakes an impact on their businesses. We
do this by sticking to our valuesof leadership, creativity, innovation, and
providing both top quality service and customtailored solutions to our clients. And I

(33:31):
know that was just a lot ofmarketing speech, so I'll simplify it down
for everybody. I hate stock images. I don't think that they properly convey
a business on social media. Solet's get into it before we go too
far. What is a stock image? So stock image is an image that
everyone else and their mother can use. They pay a monthly fee to Adobe,

(33:54):
Canva or all of these very commonlyknown platforms. Splash also has documentaries
now, and essentially how I personallyfeel as an agency owner is that it's
kind of lazy, especially when youhave clients who have portfolios of work.
So, for instance, one ofmy construction clients, they build out closets.

(34:17):
They're called closet butler. They havean entire library of photos of before
and afters and through the build processof all of their builds and their projects.
Why would I not be posting that? Why would I not be going
on site to shoot that? Yeah? No, I mean I think it
makes perfect sense. So stock imagesare basically images that you buy and your

(34:39):
focus is on using the materials thatthe client already has or creating new materials
that are really personal to the client, which I think is really important because
it does send a much better messageright right at ourcl media. Like I
said, custom tailored solutions. We'vemade reels for client where a fifteen second

(35:00):
reel got them a fifteen thousand dollarsprojects because someone was just scrolling on Instagram
and was just like, hey,I want that. Called them up and
they were like, where did youfind this from? And they're like,
well, we saw it on Instagram. And then I get a call like
saying, hey, social media actuallyworks. So I'm like yes. Because
my client in tele are mostly smallto mid sized businesses and to many of

(35:24):
them, especially for B to Band B two C, they're very new
to the whole social media Instagram,Facebook, TikTok and LinkedIn. That's a
good point, So creating content thatis specific to your client and probably geared
towards the personas as we were talkingabout before, you are like your superpowers?

(35:45):
Is that what you're saying? Sois there anything else that you do
that you feel set your agency apartfrom other agencies. I personally believe that
a business's social media presence is theirmission, statement and action. If you
can go to any social media page, let's stay Instagram, and you can
pick apart each and every post aslong as you can pick each separate post,

(36:07):
and then you see their mission statementand you can see how that mission
statement is alive and in action throughthat post. Then that means that social
media manager was doing their job,and that's what we do at ourcl media.
So I want to really quick talkabout a success story that we did
through a consulting service through LinkedIn,because I feel that a lot of people

(36:29):
here are very B to B andvery based into advertising services to other businesses.
So we have a success story withone of our consulting clients where we
grew out their LinkedIn business page.First off, we started with maybe about
four hundred people following the page,which is good back in February. Now

(36:52):
it's June. They have over sixhundred followers that they've gained organically through invite
and messaging and engagement. And wealso established a newsletter for them which they
really only need like eighty people area part of this organization, right However,

(37:14):
this newsletter now has over two hundredsubscribers, and within that newsletter is
all these industry insights that they publishon their blog onto their website. So
the newsletter is launching through LinkedIn andbringing people back to their website, which
is leading to conversions for them inbusiness and only making them look more professional

(37:38):
on LinkedIn. So it's quite incredible. Oh that's great. It's always wonderful
when you can help a client makeprogress, and I take it that because
of this activity they're getting more business. Absolutely, and again that was a
consulting client, so we're not goingon site and taking photos and videos for
them, but for the clients.So we are taking photos and videos we

(37:58):
can see by pulling up competitive businessesand comparing our social media platforms that RCL
Media manages for them, and thencomparing to whoever's just running the competitors' pages.
We kind of set the tone forone of my restaurant clients whenever we
do something or we start and implementa new strategy, which, by the

(38:21):
way, your social media strategy needsto be in line with your quarterly business
goals. So everybody's just different.However, every time that we create a
new strategy for this restaurant where we'reimplementing new audio or new techniques, a
lot of other restaurants seem to startfollowing suit with that. Well that's great.
So when you meet with a newclient for the first time, what

(38:44):
are the things that you go overin order to help establish a social media
campaign for them? First thing,I say, what are your goals for
this quarter? What do you wantyour business? What is a service that
you want to push, what isa product that you want to sell?
And who are the people that youeither want to get in here because you

(39:07):
are a brick and mortar or whoare the people that you want to be
connected with because you are a Bto B business, Right, They tell
me that information and then from therewhat we do is we craft a strategy
because some clients only want to beon LinkedIn and some clients want to be
across all platforms with meta platforms,LinkedIn, TikTok the whole gambit, right.

(39:30):
What we do is each platform needsits own unique approach, and each
platform has its own level of content. I mean, you can pretty much
post videos across all platforms, right. However, what is the trending template
on TikTok versus the trending templates onInstagram? Whereas Instagram hasn't started implementing.

(39:54):
That's an interesting point Ernes, though, do you have a question for right
now? I'm appreciating the difficult cultyof what she's saying. You know,
you have to TikTok is completely differentthan a Facebook story. A Facebook story
should be completely different than an Instagramstory or real you know, your LinkedIn
content should also be distinguished. Soit's important that you work with an agency

(40:15):
like hers, because you really doneed to differentiate how you're communicating on each
platform. Barbara Wardell, I agreewith Ernesto and remi as she I like
the fact that she is actually doingoriginal content because you want that customer.
You want them to feel like,oh, it's familiar to me because they
saw that ad. Yeah, thatauthentic trust. I'm really great to I'm

(40:37):
helping people with podcasting. One ofthe marketing things we're doing for social media
with podcasting and with this show andwith everything is we're using some of these
programs to pull out SEO clips.So I don't know if you're familiar with
Opus pro. I assume that youare, so Opus pull out a thirty
second clip and it'll give you theSEO score. What do you think of
those for social media. Well,what I can tell you is that social

(41:00):
media, especially meta. We've nowlaunched the METAAI search platform within Facebook and
Instagram, and I can confidently tellyou that now there is such a thing
such as video SEO and that isbeing utilized on YouTube, TikTok and across

(41:20):
these platforms. And for those ofyou listening and we're sounding like we're talking
with jargon, essentially I like tocook, right, So if I go
on Instagram now and I type inon the search bar thirty minute recipes for
after work, I will be giventhirty minute recipes of which the algorithm and

(41:40):
the AI find those keywords just lookingwithin the captions. So us at our
cl media, we make it apoint to make sure that all of our
captions have calls to actions, theyhave geotags like literally in the hashtags,
and on top of that, theyhave relevant wording, so that if someone

(42:04):
is looking for something specific within thatniche that search bar is going to be
easier to be found. So whatshe's talking about with search engine optimization through
these keywords is that essentially social mediaplatforms are now starting to use and utilize
the keywords. Did I answer everybody'squestion? I think so, so I

(42:24):
get too complicated. So would yourecommend then pulling out a little piece of
video from your video podcast and usingit on social media? Absolutely, because
what that does is not everybody hastime to listen to podcasts. Unfortunately.
I love listening to podcasts, butjust getting those brief clips of summaries or

(42:47):
maybe something to spark my interest,like maybe I never knew that stuff about
IP and patents and huh, thissounds like a show that I want to
listen to because I'm interested in IPand patents and Meta can tell from my
search history that I've been looking intoIP and patent. So going back to
the entrepreneur who's just starting out,we talked a little bit at the beginning

(43:09):
of the show about what a newbusiness needs to do to get their marketing
footing, and so of course weheard from Ernesto and Barbara who are strongly
recommending GEO targeting. What are yourrecommendations. They're going to love this.
Step one, get a Google businesspage so that it actually start the targeting.

(43:31):
So how do you get a Googlebusiness page? What you need to
do? So if I was completelynew to this and I just started my
LLC number, one, get awebsite and make sure that you own your
domain. Number two, make surethat your website, even if it's just
a landing page, even if it'sjust a homepage, has your address or

(43:53):
if you are a services business andyou don't have a physical location, that
has the areas in which you operate. Also following that, because most people
that find on most of my client'swebsite back ends, the data that I'm
able to see through their website isthat most of their leads are now coming

(44:13):
from social media. They're coming fromFacebook, Instagram, LinkedIn. We're tracking
that. And essentially what you needto do is number one, make that
landing page, put in your locations, put in about all that fun stuff,
and then start working on your socialmedia presence. You must, and
I underline this, you must havesome sort of brand and brand guideline.

(44:38):
And this is where I very highlyrecommend that people work with a graphic designer
to create a brand guideline, tocreate a logo, all that identity stuff.
Because here's the thing. I loveCANVA because it's so diverse and it
can help people make things on thefly and everything. However, someone that

(45:00):
uses CANBA is not to the skillset and level of someone who actually went
to a graphic design program. Iagree with you one hundred percent on that.
And then my final thing is,once you have your brand, your
website, your Google page, allthat stuff set up, you're going to
start posting where do you find yourclients? Right, So, if you're
an interior designer, you're looking toFacebook, Instagram, and Pinterest. You're

(45:27):
also looking on house and all theseother things and LinkedIn as well, especially
if you're doing commercial spaces. However, organic social media, which just means
that you're creating it yourself, it'soriginally yours. Organic and consistent social media
builds a level of trust and thattype of repetition then says, oh,

(45:50):
I recognize that person from that logoor that brand, and I'm able to
identify that they're not really thinking that, but it's in the back of the
heads. Because again, showing upconsistently is what you're going to need to
do before anyone runs any paid socialor paid advertising. At this point in
time, for completely new businesses andeven for businesses that have been in the

(46:15):
game for a while, brand repetitionand before you spend anything on paid social,
you need to have a consistent presencefor at least three months. They
need to at least be seeing youactive and posting and engaging with your audience
for at least three months consistently beforeyou do a booster or a campaign or
anything, because the organic social isgoing to help those ads run better and

(46:40):
hit more people than if you're justdoing paid Because I am dealing with clients
where I need to show my ROIand I need to understand why campaigns don't
work, and I've just figured itout through these years that when you have
an organic and consistent strategy and youdo paid, it will come out so
much better. The results will be, the clicks, everything will be so

(47:04):
much more utilized. Remy Leebovic,Thank you, Remy. How do people
find you? So? You canfind me at RCL Media Official on Instagram
and at Rclmdia Llc on Facebook onLeydon we are RCL Media Llc and you
can visit my website at rclmedia dotnet. Okay, thank you very much.
Passage to Profit with Richard an ElizabethGerhart. Time to move on to

(47:28):
our last guest, Last, butcertainly not least, Gerard Longo, who
has been here before. He hasthe Quinnspin podcast, but he's really talking
about the Underground Music Collective Nashville Umcnashvilledot com. He's putting together this community
of creators. Like what he's doingis amazing and fascinating, so please tell
us all about it. Well,first of all, again, thanks for
having me back. And I'm learningso much just from sitting here. And

(47:50):
I hope every artist in my networkwho's listening to this has paid close attention
to both what Ernesto, Barbara andof course Remy have had to say,
because these are all very key componentsto building your business because as an independent
artist, you're also an entrepreneur,and so Underground Music Collective of course.
You know, we've gone through manydifferent lives over the past eleven years,

(48:12):
started with the Quinn Spin. Nowour primary focus right now is educating the
artist into thinking like an entrepreneur.What we're doing here is we are instilling
the principles of entrepreneurship into creativity,right because I think what happens is a
lot of artists will come into theindustry, come into music thinking that you

(48:32):
know, the whole trope of dowhat you love and you'll never have to
work a day in your life.Do what you love, and you're going
to work ten times harder, right, and you're going to have to learn
because you're building it from nothing,you're building from scratchy. And there are
all these things that like, youknow, you can make art, you
can make music, and you canjust do that as a hobby, but

(48:54):
if you want to turn it intoa career, then there are all these
things that just simply cannot be ignored. And if you don't want to do
them, you at least have toknow how they work so you can delegate
and hire a team to do themfor you. Yeah. I mean,
in the old days, it usedto be that the record companies would spot
talent and they would do everything foryou, right. They also took a
huge percentage. They also took ahuge percentage. But nowadays it's really up

(49:17):
to the artists to promote themselves,and they have to be business people or
at least have strong relationships with peoplewho are business people who can handle this
entrepreneurial piece. Absolutely, and I'mso glad you said that because the artists,
the creative in general, even ifyou're not a musician, you have
more power at your disposal than you'veever had before. You have all the

(49:37):
tools. Social media as a tool. Spotify if you're a musician, is
a tool, like you have allthese tools to collect data and figure out
what to do with that data,kind of like we talked about before in
the opening segment, and it's upto you to take the action on that.
You don't need to sit and waitfor somebody to come give you an
opportunity. And I think what happensmindset wise, it's this whole idea again

(49:58):
of like not only do what youlove and you'll never work day in your
life, but somebody's just going torecognize your talent and discover you. That
doesn't happen, at least not theway we think. I've seen so many
people move to Nashville having lived therefor five and a half years and like,
oh, well, I just needto go out and busk. I
need to go out and play writer'srounds and someone's going to find me.
You've got to do the work.You've got to build relationships and you have
to know what to do from there. You have to know what to do

(50:19):
with the data the information. Youhave to know how to follow up and
with relationships, you have to knowhow to provide value. What value are
you giving to the relationship in exchangefor the value that you're getting back for
one hundred percent? Correct? Ithink for a lot of creative stuff like
podcasts, especially, seventy percent ismarketing for podcasts. I feel like that's
my personal opinion. And for thesecreators' marketings. Do you remember Milli Vanilli?

(50:44):
I sure do. Yeah, yeah, And they were lip sync in
the whole time, right, butthey were what the people in control thought
they could market. Yeah. Andthe other great thing about the day and
age that we live in is youget to decide, based on your values,
what your mission and vision are,and from there you get to attract
your audience. And then again it'sthat game of figuring out exactly how to

(51:05):
keep them engage, how to growthat audience. But as an independent coach,
you know, when I was laston the show, we had first
launched our coaching program officially. We'vebeen at this, you know, officially
with the UMC Academy for a littleover a year. I start with the
values I start. I call itmy VMV method, Values, Mission and
Vision. The reason we start withvalues because you have to know who you
are and why you're doing this,not only so you can connect that to

(51:28):
your audience, but let's be honest, this ain't easy, and it's going
to light your dark hours where fameand money or the prospect of those things
won't right. So you have toknow your purpose, you have to know
why you're doing this, and youhave to know what you want to put
into the world and then turn thatinto your mission, which is to say,
what are those values empower you todo in the world, and your
vision, which are what does itlook like, sound like, feel like?
What kind of experience does it create? How does it make that world

(51:52):
a better place? How does itcreate that impact for your audience? How
does it connect them to you andto each other? But if you're authentic
to who you are you are,it will resonate with every single person that
you come in contact with, whetherit's your audience or the people that you
work with. Absolutely you can't fakethat. You know eventually it's going to
catch up to you. Right inone hit wonder yet, right m m
yeah, And that's the thing.Lightning can strike for anybody, right,

(52:14):
But to sustain that, Like welook at Taylor Swift right now in my
opinion, Taylor Swift is the greatestof all time when it comes to engaging
her audience and keeping them there becauseof the ways that she's created that connection,
the ways that she inserts things intoher songs, into her videos,
into her experiences that her audience canrelate to pick up and make their own,

(52:37):
and the way that she continues thatconversation. The way she presents herself
as a real person telling her storythrough these experiences, in my opinion,
has been second to none, especiallywhen considered the longevity she's been added what
almost twenty years in the mainstream now, and she's more popular now than ever.
Engagement is not just the innate talentof the person, it's all of
these other factors that you're talking about. The other thing she has. She

(53:00):
is a remarkable business woman. Sheknows how to market herself. She knows
how to surround herself with people whoknow what they're doing exactly. She has
built a world class team, andthat's another important key. You can't do
it by yourself, and you needto identify the people you need to surround
yourself with, what skills they bringto the table, the culture that you're
creating within your organization. Another greatexample of this is bon Jovi, the

(53:23):
documentary just came out, Thank You, good Night, and John in the
early nineties saw that they were kindof going down the path of touring too
much, getting burned out, kindof going down the path with a lot
of their contemporaries fired, the managementteam fired, a bunch of other people,
took the reins and decided that hewas going to be the quarterback of
the organization. And look at themnow. You know, he got them
into group therapy. He got them, you know, moving in directions that

(53:46):
bands at that time in the lateeighties, early nineties weren't moving, and
here we are in twenty twenty four. Just release an element. Yeah,
I think you bring up a reallygood point, and that is is that
trust in an organization and a businessorganization really is important because if you're second
guessing the people that you're working with, you're spending a lot of time checking

(54:07):
out what they're doing. You're notmaking decisions as easily and as quickly because
you're like, well, I haveto go check this out before I can
just give this person the project.That is really key, and I think
that's one of the great things that'skind of evolved in our business culture over
the years is the notion that youreally do have to have trust amongst your

(54:29):
business team members, because without it, your organization just doesn't functions, not
strong, the foundation is not strong. It's like Onesto and I. I
have my lane, he has his. We work it together, but we
each have our responsibilities that are ourfocus. She tells me to stay my
lane a lot. Yeah, well, you know, you got to keep

(54:49):
them in there lane. So that'swhere I think kind of to bring it
back to coaching and the academy,it helps to have a mentor who's been
there. It helps to have somebodyin your circle who can like recognize pattern
before maybe as somebody who's newer tothis, and shrink down the time it
takes to get to where you wantto go. Right, How did you
get started with that? You know? It's funny because like originally I was,
you know, taking odd jobs forpeople, like you know, okay,

(55:10):
posts on my social media about gigs, you know, come and do
this freelance thing, take my photoswhatever, like just cobbling it together,
and I would always end up coachingthem. They would always end up coming
to me for advice. They'd alwaysend up coming to me like what do
you think about this? And whatdirection should I go? And eventually I
was just like, I should justlaunch a program based on the foundation of
what I've built here, which is, you know, merging art and entrepreneurship.

(55:32):
You know, Underground Music Collective isa creative platform. But I've had
to learn these lessons myself. Andthe thing is I always say this,
I meet you where you are,I walk with you instead of come at
you, and I don't teach youanything I haven't had to already learn myself,
even though I'm not an active musician. I will drop the mixtape one
day, but not yet. Like, there are so many parallels between this

(55:53):
journey and the journey of an artistbecause you were building something from zero.
I literally started my podcast in mychildhood bed from eleven years ago with a
USB mic and a laptop. Somehowwe're still kicking. So if you meet
a new potential client, what arethe steps that you go through to kind
of get them started on the rightpath. We have a free consultation at
first, you know, we identifywhat your goals are, we identify what

(56:15):
you really want to pull out ofyour art, the direction you want to
go with the types of connections youwant to make right. And you know,
part of that consultation is also tomake sure we're a good fit for
each other, because just like noteveryone's ready for management, not everyone's necessarily
ready for coaching. A lot oftimes, you know, especially when people
are starting out, folks don't necessarilyrealize that they need that or what the
value of it's going to be.So somebody who comes to me, chances

(56:37):
are already has an idea of thevalue of it, what they're going to
look to get out of it,and we're going to be able to identify
ways during that console to help eachother and move forward. And then of
course we start with the VMV withthe values, the mission, the vision.
We work on the audience connection,identifying that audience which surprise, is
in line with you and your values, your mission, your vision. And

(56:57):
then we take all that information,we devise to get more of those people
in track the data, identify opportunities, and then we go from there to
approaching those opportunities, building more relationships. I have a course that I'm actually
teaching in Pennsylvania at a conference themusic music industry and Education conference August second
called perfector Pitch, which covers allof this from Okay, who am I

(57:20):
and what do I do as anartist? To how do I get on
festivals? How do I get mediaplacements, how do I find partners and
sponsors? And what it comes downto is relationships, building that strong foundation,
building relationships not only with your audiencebut with the taste makers. But
also comes back to that value.What value are you giving them to not
only listen to you, but towant to do business with you, to

(57:42):
want to have that relationship with you. So have you ever found it to
be the case that people with sortof less intrinsic talent do better in the
music industry than those who have moremusic ability because of their business skills.
I'm ready to talk about bon Joviand Bruce Springsteen. To that point,

(58:04):
John has even said, like,I'm not the best singer in the world,
I'm not the best player in theworld. I'm the hardest worker in
the world, you know. Soit's exactly that point. But I love
that question because perfect or Pitch,that course I mentioned, starts with what
I call the two harsh yet simpletruths that especially if you haven't heard these
yet. You might be shocked oreven dismade to hear. Number one is
being a good musician is not enough, and number two is you have to

(58:25):
give people a reason to care.So I think it's not necessarily that people
who are more or less talented aremore successful. I think it's your relationship
with that talent as the thing that'sgoing to take you there, because talent
alone won't do it. You thinkabout it, there are thousands, if
not millions of people with musical talentin the world who, if they applied
that talent, could make a runat this thing. And of course followed

(58:46):
all these steps, right, Butwhat sets you apart, and what sets
you apart is the way that youconnect. Are the systems you have in
place, the people you have onyour team, and how you bring that
all together. George, some ofthe value that I see, certainly right
off the bat for what you bringa lot of people don't want to deal
with someone who's green. So thefact that you're providing a safe opportunity for

(59:07):
them to grow and mature and startsetting realistic goals and expectations, then it's
possible, Yeah, you could gettheir attention. I end up working with
some of my clients on different projectsafter they've graduated. Right Like, there
are a couple right now who haveeither graduated or getting ready to, and
we're talking more about Okay, howcan we collaborate, how can we help
each other build and grow and win? What do you think the absolute biggest

(59:30):
challenge is realizing that it's the longgame. There's this idea that we have
and that is just projected toward us. You know that overnight success is a
real thing and it's not. ButI think a lot of the challenge is
realizing that this takes time, andthis takes work, and it takes trial
and error. So that's what I'mhere for now is to help people cut

(59:51):
down that window of trial and errorso they can get to where they want
to go. Gerard Longo, Howdo people find you? UMC Nashville dot
com is our central hub of UFCNashville on Instagram, TikTok, threads,
all of those. You could alsofind the Quinnspin podcast two ins and Quinn
tuns and Spin, Spotify, Applepodcasts, YouTube, and more. That's
where you can find me and findus. And then also MusicFest dot org

(01:00:14):
has information on that conference. Ifyou're going to be in the northeast August
first and second the MusicFest Music Industryand Education Conference. Where is the conference.
It's in Bethlehem, Pennsylvania, attachedto the largest free outdoor music festival
in the country. Oh wow,excellent, Well, thank you so listeners.
You are listening to the Passage toProfit Show with Richard and Elizabeth Gearhart,
and we will be right back forSecrets of the Entrepreneurial Mind. Don't

(01:00:37):
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It's Passage to profit. Now it'stime for Noah's retrospective. Noah Fleischman is

(01:01:44):
our producer here at Passage to Profit, and he just has a way of
putting his best memories in perspective.I'll never forget the night of my tent
birthday, my mother and I watchedCasablanca on the Late Movie. It was
wonderful because she provided all the narration, telling me about Hoy Bogart, Lauren
Bacall Peter Lourie explaining World War Two, all the detail in the picture.

(01:02:06):
It was great when it was alldone, she said, When I was
your age, my mother couldn't showme a movie on late TV and explain
about it. There was no TVto show it on. Just think.
Now we have the Internet, YouTube, virtual reality. Any one of us
can go anywhere in time that wewant, for any period of time.
It's unbelievable. And what better activityfor family night? Mom can put on

(01:02:29):
the wrap around shades in the headset, spend time in a luncheonette in nineteen
fifty six. Dad can go andhang out in a cocktail lounge in nineteen
sixty eight. The daughter can tosson our acid washed denim jacket virtually,
of course, and go to themall in nineteen eighty six. Family night.
That's what you call togetherness. Untilthe Internet goes down, then all

(01:02:50):
we'll have is each other now more. With Richard and Elizabeth Passage to profit.
And now we have come to secretsof the entrepreneurial mind. So I'm
going to ask each of our guestshere if they have a secret they are
willing to share. Let's start withBarbara. I think the main thing is

(01:03:10):
really what your passion is and reallyfigure that out before you kind of I
mean, you could throw the spaghettion the wall, but it look deep
in quite your mind a little bitand figure out where you want to focus
on. Ernesto, my secret isadmit what your weaknesses are. I think
so many type A personalities, businessowners, entrepreneurs. We may know what

(01:03:34):
we're good at, but we haveto be honest with ourselves about what we're
not good at. I was runningmy company, Calari Media, and I
realized, you know, I needsomeone different than me. I need someone
like in my case, like Barbara. She can take talent, be organized
and collaborate. And I realized,like wow, meeting someone like her made
me realize where my weaknesses were.Then you have to be honest and humble

(01:03:55):
about it and say, hey,we're two sojourners on the same road.
Maybe we can partner up. Butyou can't get there if you can't admit
that you shouldn't be doing it allyourself, that you can't be good at
every aspect of your business. It'simportant to make real relationships, genuine relationships,
after you're being honest with yourself.Remy, what is your secret that

(01:04:15):
you're willing to share networking. Ihave found so many more genuine connections through
networking than just going and posting andtrying to connect online. With all these
different people, you're going to findthat you're going to learn so much more.
I mean, some of my bestfriends that I've gotten from entrepreneurship.
Some are chefs, some are itpeople, some are in construction, all

(01:04:39):
these different things. I would havenever been friends with these people had I
not had a business. And allthose connections started within networking. When you
go out and you network, youget to pitch yourself, you get to
be yourself, and you get torepresent your business. Networking is so crucial.
I agree, Okay, Gerard,what is a secret you're willing to

(01:05:01):
share? You're going to make mistakes. There are gonna be times where you
don't know what you're doing. Thereare gonna be times where you don't think
you can figure it out. Thereare gonna be times where you go the
complete wrong direction only to realize youwere on the right path all along.
That's fine, keep going and don'tbe ashamed of that. As a matter
of fact, you can use thatto help somebody else going through something similar.
You're gonna make mistakes. It's partof the process. I agree,

(01:05:26):
Richard Garhart, what's the secret ofyour entrepreneurial online? I think I'm just
gonna go this week with the plainold consistency thing. Remy was talking about
posting consistently, but showing up consistentlystands for a lot. I mean,
it makes a big difference. Sometimesit's not so easy, Like Girard said,
you go off in a wrong direction, you make a mistake. All

(01:05:48):
of those things happen, and sometimesthey happen a lot. But if you
stay with it, usually you'll figureit out and you'll be able to get
to the next level or at leastwhere you want to go. So just
staying in there, making that consistenteffort is, in my opinion, an
important secret. And my secret isshowing up but being present. So not

(01:06:10):
just showing up like coming and sittingdown in a chair and talking to people,
but being present and letting, asBooth spoke earlier, letting your authentic
self come through, because so manytimes we're so distracted and we're not really
paying attention to what's going on rightin front of us. And I think
you're more effective if you can dothat. I know it's hard sometimes,
but that would be my secret.Well, unfortunately, it's no secret that

(01:06:33):
we've come to the end of ourprogram. Passage to Profit is a nationally
syndicated radio show appearing in thirty onemarkets across the United States. Thank you
to the P to P team,our producer Noah Fleischman, and our program
coordinators Alicia Morrissey and Rissy Kapbasari.Look for our podcast tomorrow anywhere you get
your podcasts. Our podcast is rankedin the top three percent globally. You

(01:06:57):
can also find us on Facebook,Instagram, x on our YouTube channel.
And remember, while the information onthis program is believed to be correct,
never take a legal step without checkingwith your legal professional first. Gearhart Law
is here for your patent, trademarkand copyright needs. You can find us
at gearheartlaw dot com and contact usfor free consultation. Take care everybody,

(01:07:18):
Thanks for listening, and we'll beback next week. The proceeding was a
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offered or the ideas expressed.