Entrepreneur's Guide to LinkedIn Marketing with Julie Livingston + Others

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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. LinkedIn is the critical marketing
platform. The demeanor on film inthe digital shot is so much more powerful.
They weren't round, they didn't sitaround the cuticles. So back then,

(00:21):
I would say I'm going to inventsomething. I'm Richard Dearhart and I'm
Elizabeth Gearhart. You just heard somesnippets from our show. We had amazing
people on listen for the rest ofit. Want to protect your business.
The time is near. You've givenit heart, now get it in gear
It's Passage to Profit. With Richardand Elizabeth Gearhart. I'm Richard Gerhart,

(00:45):
founder of Gearhart Law, a fullservice intellectual property law firm specializing in patents,
trademarks, and copyrights. And I'mElizabeth Gearhart, not an attorney,
but I work at Gearhart Law doingthe marketing, and I have my own
startups. Welcome the Passage to Profiteveryone, the Road to entrepreneur where we
talk with startups, small businesses anddiscuss the intellectual property that helps them flourish.

(01:06):
We have an amazing guest Julie Livingston. She's a public relations expert and
a LinkedIn marketing expert, so we'regoing to learn a lot of hot tips
and tricks from her that are goingto make us famous on LinkedIn, we
hope. And then we have oneof those rare Breed, a serial entrepreneur,
serial podcaster. She has her toesdipped in a lot of different things.

(01:26):
I'm really fascinated to hear what shehas to say. Lewai Haat lives
in New York and she came tous last minute, thank goodness. But
she is a great catch for theshow. And after her, we have
return guests coming, Barbara and DanielleGomes. I don't know if you remember
them, but they make cuticle beGone. If you have fingernails, you

(01:47):
need this product, so stay duned. That's great. But before we get
to our distinguished guess, it's timefor IP in the News and so what
are we talking about today. Well, Ford has come up with in genius
invention and file the patent application onit, and I really hope that they
can make this work. It's alittle bit strange. It's a bumper that

(02:09):
is like your car airbag, soit inflates if you hit someone or something,
and I guess it's designed to protectthem in case of impact. So
the way it looks in the patentapplication is your car's driving along with its
bumper. Normal, you hit somebodyand this air bag flies out of your

(02:30):
bumper, inflates and the person doesn'tget hurt, and then another one goes
down lower so they don't get suckedunder the car either. Right, it
looks like your car has like tworeally big lips on it. When these
things inflate, you're not getting hit. You're getting a big kiss. And
I said it could be used anywhereon the car. They showed in the

(02:52):
initial figures that it was in thefront. I really think, though,
that putting them on the back bumpermakes a lot of sense because lots of
times people are backing out of theirdriveway and there's that kid on the bicycle
or not paying attention, and youknow you're not going too fast, right,
and so if you hit them,maybe it'll prevent some accidents that way.
I don't know. Now it's timefor Richard's roundtable, and I'm going

(03:14):
to ask our phenomenal guess what theythink about this situation. Julie Livingston,
what do you think about this crazyidea from Ford? Well, it sounds
interesting, but it also sounds verycomplicated, and so I'm wondering if it
will be sort of easily understandable byconsumers. We were all kind of skeptical

(03:35):
when we heard about inflatable car bagsand the driver's side, and then they
added them for the rear passengers.And now they're on the side and who
knows, maybe they're coming out ofthe shoe. But I guess over time
it's been engineered and re engineered sothat they work this being on the outside
of the car. I don't know. Yeah, I guess we'll have to
see. I mean maybe if youjust tap somebody else's mumper, do they

(03:59):
go off and then then what happens? Who knows. Yeah, it's not
like they can tuck in unless theyhave a place to tuck them back in.
I'm not sure how that would actuallyfunction. Kenya, what do you
think? I have the same sentiments. It's like, how do you know
if you're hitting a person or you'rehitting another car, Like, what's the
level of impact that makes the sensor? That's a great question. I guess
we'll have to wait and see.Barbara, I'm all for safety. So

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if this is the start for somethingto come about, maybe there's a lot
of questions, but hopefully it willlead to a safer car. You can't
disagree with that. Even if itdoes look a little funny like your car
has lips, If it saves alife or two, it's probably worth it,
right, So how can you disagreewith that? Lee? What do

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you think? A couple of things? One, are the bumpers going to
match the color of my car?And then and then what happens if the
bumper gets a flat? Like isthere a patch that comes with it?
I've often wondered, you know whenairbags like? And then what happens?
What happened then? Right? Andthese are really important questions. We wouldn't
want to be out there with uncolored, coordinated bumpers, so yeah, we

(05:10):
have to definitely query forward on that. So that's a really good point,
but we need to get onto ourguest, Julie Livingston, is a public
relations expert and a LinkedIn marketing expert. So welcome to the show. Julie.
It's great to be here. Tellus a little bit about what's been
going on with LinkedIn well. LinkedInis the critical marketing platform for any entrepreneur

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today and any business today. Thereare nine hundred million users on the platform
and it's being used in two hundredcountries. So the scope and amplification that
you could get on LinkedIn is justincredible. And they're always introducing new features
Richard, But I would say thatthe most important one that's happening right now

(05:58):
is artificial intelligence, and they arereally getting into the AI game. So
right now they have a few differentways that they're using AI. One is
collaborative articles, which are really cool. So they create an article or AI
creates an article on a particular topicfor a particular industry, let's say,

(06:19):
and then you will get a prompt. So if you do ip law and
the AI picks that up, theywill send you articles AI generated articles to
comment on, and that's one greatway to start showing your expertise on the
platform. After you comment, Ithink it is three times on different collaborative

(06:41):
articles, you get a special badgeon your profile, which is you know
kind that's right, that's right.But they're experimented with all kinds of other
uses of AI as well, interms of correcting your spelling, phrasing,
things like that. You'll start tosee now when you're writing a post.
I'll even ask you if you wantthe platform to help you write a post,

(07:03):
which I'm not too thrilled about that, because i think when you're on
LinkedIn and if you want to successfullystand out, you really want the language
to be in your voice. Soreally, AI is a great tool,
but it can never replace how youspeak and how you talk. We've talked
about AI here on the show acouple of times, and the funny thing

(07:23):
that we're hearing is that artificial intelligenceis now getting better at talking in your
particular voice. If you do enoughAI types of projects, it'll mimic how
you sound and the cadence and thewriting and everything like that. So I
think it's going to be very hardfor people in the future to really distinguish

(07:44):
between AI generated content and their owncontent. I'm hoping that maybe a trend
will develop where people will say,hey, I wrote this myself without the
aid of AI, just so peopleknow. Because you don't know if you're
reading something if it came from aperson or a computer. You can tell
a little bit. There are certainsubtleties where you could kind of tell that
it doesn't sound authentic necessarily. Ithink that it does come across. And

(08:09):
I use a chat GPT for example, very often to do my research and
to help me get past writer's blockbecause I'm composing. I'm a ghostwriter and
a content strategist on LinkedIn for executives, so you know, sometimes you get
a little tongue tied and you needa little help, you need some prompting.
I do use chat GPT for thatfor getting something an idea started,

(08:33):
but then I need to really sculptit and shape it so that it sounds
like the person I'm ghostwriting for.Well, I have to agree with you,
Julie. You know, I wrotea blog post just yesterday actually for
the law firm, and Richard lookedat it and added some things. But
what we actually put in the blogpost was things that we personally experienced with
law firm clients, clients calling upand asking questions, and that's something that

(08:58):
you can't get from AIO chat GPT. But I do think it's a good
starting point, especially if you arestumped. I think it has to be
a mix, but I think toreally position yourself as an expert and that's
really what LinkedIn is all about,right, positioning yourself as an expert.
It has to come from you,authentically, right, it does. And
you know, you bring up areally great point, Elizabeth, and that

(09:18):
telling stories on LinkedIn which would happenin your LinkedIn profile and then in the
posting and the content that you developare so powerful. And I have found
that the executives that I do contentstrategy and ghostwriting for those are their most
successful posts. They get the mosttraction when they're sharing real stories about what

(09:43):
happens to them in the field,and they're showing their vulnerability too, when
they're being really authentic and honest.Maybe it's an error that they made or
a challenge that they came up against, then they tell a story about that
challenge and how they resolved it.People like that. It's a wonderful engagement
tool. It elicits a lot ofcommentary, and I find that not only

(10:05):
commentary, but you get a lotof reposts and people even share photos of
themselves in similar situations. So storytellingis paramount. That's really great. I
want to switch focus a little bitnow and find out what does it really
take to stand above the crowd?On LinkedIn. There's zillions of people out
there, lots of posts. Youwant to be recognized and acknowledged for the

(10:28):
individual that you are, and sohow can you do that on LinkedIn?
That's a great question, Richard,and I'm going to say it's an ongoing
process. But the first thing youneed to do is develop a compelling profile
that really in an instant, andI mean an instant, like under five
seconds, people can look at yourprofile, and really the upper half of

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the profile, what I call abovethe fold, is the profile that first
picture of the people. Well,the profile is really that whole. It's
sort of in three sections. I'llsay, so top of the profile,
that top third, where your headshotis and where your headline is is just
the most critical. It's like aroad sign. It's like a billboard for

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you. One of my best tipsis not only to get a professional headshot,
because it is worth the money andit doesn't have to be a big
Hollywood production, but have a greatheadshot where you're making eye contact, where
you look kind of happy. Ilike when people wear a little color around
their face. I think it makesthem pop. But one of the things
that almost every executive I work withdoesn't do is use the background, the

(11:33):
background header area, and that isprime real estate to tell your story.
Going back to what you said,Elizabeth, so use that background to have
another photo of you, but nota headshot, something of you in action
like Richard. For you, maybeit's you at the microphone here in the

(11:54):
studio or giving a presentation at aconference that really shows your authority that you
are a thought leader in your industry. So looking at LinkedIn profiles, can
you think of some people that youreally like their profile page where they really
stand out? Who would you recommendas models for that Well, one of

(12:15):
the most followed people on LinkedIn isArianna Huffington. I think she's the third
most followed person on LinkedIn and hercontent is incredible and her profile is also
very very strong. She uses thebackground behind the headshot to tell her story
effectively with the branding of her company. And by the way, Canva has

(12:35):
great templates that you could use toupdate the LinkedIn background header. I love
Canva. Elizabeth is a Canva addict. Every time I come whenever I come
home, she's on what are youdoing? I'm on Canva? Just enlivens
your whole presentation and gives you somany great tools again to tell your story.
And pictures and infographics and word cardsare very power or full kind of

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LinkedIn post. These are just words, but they look, you know,
more than words. Right. Thereare some nice colors and shapes and images
that you can use, but thoseare for my client's very powerful posts that
get a lot of traction. Kenycurious about the other social media platforms that
are out there, because I knowwhat the function of LinkedIn is, right,
what would you say are some ofthe differences in comparison to like how

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to use Instagram, how to useTwitter? And is there a one size
fits all to how you should beusing LinkedIn versus how you use your other
social media platforms? Absolutely so.LinkedIn is a business networking platform and you
need to take it a little moreseriously in certain ways. You know,
if I was thinking of Instagram fora minute or Facebook, you would not

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necessarily post the same content on LinkedInthat you would on those platforms, And
you might not even want to usethose platforms to tell your story. Based
on the industry that you're in andthe kind of service or product that you're
offering, it may not be apro propriate. For example, from my
public relations and LinkedIn consulting business,I only use LinkedIn and Facebook, which

(14:07):
is negligible in terms of traffic forme. It's really linked In. But
if I were a consumer product company, I know we're going to be talking
about Cuticle Begone in a minute.I think that you could use the graphic
capabilities of an Instagram of X certainlyYouTube and Facebook for sure, and that

(14:28):
LinkedIn would be a great place forthe chief executive officer and marketing director of
Cuticle Begone to have a major presencebecause they want to attract business leaders,
retailers to buy their product, maybevendors and suppliers, but the language and
the content will be very different thanwhat they would have on those other graphical

(14:52):
platforms. You can be on differentplatforms for different purposes. So if you
are a consumer products company but youwant to say, hey, we are
seriously managed here, we're professionals andwe know what we're doing, then you
have the LinkedIn profile. But thenon the other hand, if it's all
goofy and fun, you can beon Facebook or Instagram and reach the consumer
audience that way. Absolutely. Imean, you may decide when you're doing

(15:16):
your marketing planning, marketing communications planning, you may decide that well LinkedIn should
be your thought leadership platform, rightand your leaders, the people who are
the kind of the face of yourbrand or company, should have a presence
there and they should promote who theyare, how they think, why they
think their company is the best intheir industry sector, and also how socially

(15:39):
responsible they are, etc. Butthose other platforms are the ones where you
could showcase a product or a servicein action. I don't underestimate the value
of YouTube as well in promoting thoughtleadership, because that really shows leaders in
action, how they speak, howthey gesticulate, how they talk, how
they engage with other people, whatthey think about. YouTube is very very

(16:03):
important, as is LinkedIn Live orLinkedIn Audio, which is their podcasting platform.
I use LinkedIn Live myself. Whatabout people who are a little more
reserved and they feel a little lesscomfortable about putting their thoughts and ideas and
themselves out there. What kind ofadvice do you have for them? Well
LinkedIn is for every business leader.I do believe that, but I think

(16:26):
you have to be real and youhave to be authentic and present yourself as
who you are. I think itis critical to put yourself on the platform,
tell your story as vividly as youcan, and then you can use
photos, you can use content developmentto share your thought leadership, and that

(16:47):
can be serious and it should beanyway. Anybody's content on LinkedIn should be
pretty serious. It's a business networkingplatform, but there's no reason why a
more introverted individual cannot sh on LinkedIn. And that's one of the nice things
about LinkedIn. It doesn't necessarily haveto be by video or podcast. You
can take some time and think aboutwhat you're going to say and how you

(17:11):
present yourself. You can even askother people before you post, what do
you think about this. I haveone client now who's an entrepreneur. She
runs a women's leadership organization. She'snot so much into seeing herself, you
know, in photos and video andso on, so a lot of content
is photos of people in her organization. Maybe that once in a while we
have a photo of her at apodium or giving a presentation or leading a

(17:33):
conference, but we don't focus toomuch on that. We really focus on
the content. We always have acall to action at the end of each
post, which is a question.It's a thought prompt for your readers,
and that's how we get feedback atengagement. Well, so when you say
call to action, can you giveus some examples of what that might look
like on LinkedIn? Sure? Absolutely, Richard. If you were posting about

(17:56):
a particular IP issue that came out, bumpers on cars, right, that's
right, you would have your post, right, you'd write out your post.
And I like to use bullet pointsin mind and even selective use of
emojis kind of break up the spaceand make it a little fun that guide
the reader. But at the endof the post, ask a question,

(18:17):
would you use external air bag likebumpers on your car or maybe even something
more general, what's the best caraccessory you've ever invested in? And you'd
be surprised. It jump starts aconversation and it gets people thinking how they
can engage with you and participate.That's great. We'll be back right after
this. We're speaking with Julie Livingston. She's a public relations expert and a

(18:40):
LinkedIn marketing expert, and you're listeningto Passage to Profit with Richard Elizabeth Kerhart.
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Now back to Passage to Profit onceagain. Richard and Elizabeth Gerhart and
our special guest Julie Livingston, whohas been talking about the importance of LinkedIn
for business owners and entrepreneurs. Julie, how important are images and videos and

(21:00):
where and when should you use themon your LinkedIn posts? I love images
and videos. They bring a post, they bring the content alive, and
they help to separate you from thepack so for my clients, we try
to get snapshots of them in thefield doing things because people love seeing photos

(21:21):
of the person they're reading it from. But if that's not available, I
use license free photos. That's anip issue, you would definitely, so
I don't want to be borrowing anybody'sphotos without their prose. I get photos
from sites like pixe bay or unsplashor flicker. I'm sure. I know
there are many others that you canuse, and you need to be careful

(21:44):
of that. You don't want touse photos that are not license free.
And then we get to play onCanva so that even if you use stock
photos, you can make them lookless generic by importing them to Canva and
creating your own little layout. Justtoday, I was writing a post for
a client about interpersonal communication and Iused a photo of two seahorses. Now

(22:07):
I had to create this, andthey were in color. I found them
on a license free photos. Weimported them into Canva and we had it
so they're facing each other so itlooks like they're talking, so it illustrates
the point of the post. LinkedInalso loves photos and loves video, and
they encourage people to use the LinkedInLive platform, which you can only use

(22:27):
if you've turned on creator mode,but you could also import video onto the
platform. And again, I thinkit brings out one's personality, one's speaking
style, even your warm factor.You know how warm of a person you
are, Because even though LinkedIn isa business platform, people go on LinkedIn

(22:48):
to connect with other humans. Theywant to connect with other people, and
if they see you in action,they hear your voice, they see you,
know your eye contact, They're goingto want to do business with you.
You absolutely, Kenya. So yousaid something very interesting about them adding
a creator feature. Do you thinkit's because they're trying to follow the Instagram
model in a way, just becauseI feel like sometimes there's a generational disconnect

(23:12):
from LinkedIn versus Instagram. Like I'mbig on I like Instagram, right,
I gravitate towards it, maybe becauseI'm more of a visual person and I
do have a creator and a businesspage, and I feel like I try
to use it to be a thoughtleader and an expert in that space.
But in the same essence, Idon't necessarily gravitate towards LinkedIn, And I'm

(23:33):
wondering if it's generational. I don'tthink it's generational at all. In fact,
so LinkedIn has something called Creator Mode. It's free, so you have
to just click the toggle button toturn it on, and it gives you
these additional graphic features. I onlyrecommend using Creator Mode if you have more
than five hundred connections on LinkedIn becausethe only downside of turning on Creator Mode

(23:57):
is that you are connect button isnot visible, so you have to go
through one more step. So it'sbetter if you're a more connected kind of
individual to use Creator Mode. However, it's really fantastic. It gives you
the opportunity to add a custom yourelin your header, so again the top

(24:18):
third of your header, people justyou can send them to your website,
your substack, whatever it is,your Instagram page. So I think that's
a great marketing tool. You canuse LinkedIn Live, which is their live
video platform, which is similar toFacebook Live. And now you could do
LinkedIn Audio. I've been listening toso many of these audio podcasts on LinkedIn

(24:38):
and they're more casual kind of Youcould do them on the fly because there
is no visual kind of component toit. And I love the featured section.
The featured section is like a theatricalmarquee, and it's like a slideshow
on the second third of your LinkedInprofile. I like to keep that fresh,
so I'm always asking my clients everyweek, what do you have that's

(25:00):
visual that we could add to thefeatured section? Kind of it's kind of
like your body of work, right, that's right exactly, or to show
photos of you at a conference ora trade show. Featured section is fantastic.
So, Julie, all of thistakes a lot of time, and
I should go on LinkedIn more.I kind of neglected my LinkedIn the last
couple of years. I'm feeling likeI should get back on there. So
I have a bunch of people thatwanted to connect with me and I didn't,

(25:25):
and they're probably waiting there. SoI'm feeling like I should go connect
with them. But and then peoplewant me to follow them all the time.
How do you know who to connectwith them who to follow? Do
you just accept everything because you assumeeveryone's a business person or are there people
on there that maybe you shouldn't Well, you know, Elizabeth, everybody has
a different philosophy about making new connections. But here's what I do and what

(25:47):
I help my clients do. Ilike to vet invitations. I look at
the person's profile first and see ifthey are a good connection for me.
If we have mutual connections, youknow, that means that we're a second
degree connection. That shows that theyare credible to me, so I will
often accept them. I get alot of invitations from third degree connections.
Honestly, I usually don't accept them, but I always look at the profile

(26:10):
first because you never know, andI have met clients and client prospects that
way, people who were not seconddegree connections. But I always start with
the second degree ones. How muchtime should I spend working on LinkedIn if
I want to make it a usefulbusiness tool for myself? Well, I
think that you're an entrepreneur or you'reinvolved in any kind of business. You're

(26:33):
busy, You've got a lot ofthings that you're juggling. But I would
say, have a plan to getstarted that's not so overwhelming. So I
would say about fifteen minutes a dayto start, and start by updating your
profile, optimizing it so that itreally shines and really tells your story in
an instant, like in a nanosecond, people understand what you do when who

(26:57):
you're about, and then start commentingon other people's posts. That's easy,
and it only takes maybe a minuteor two to write. But write a
good comment. Write a substance ofcomment, not like oh, great posts,
fabulous, I love it, No, really add some substance to it.
So again it shows who you areas a thought leader. And then

(27:21):
participate in those collaborative articles. Thosealso are very quick, they're not time
consuming. All of these things togetherwill start building your visibility and then over
time maybe start posting once a week. I know that a lot of journalists
are now surfing on LinkedIn. Itused to be on Twitter, more so
now on LinkedIn because they can learnmore about the subject matter expert by going

(27:45):
to their profile. So a lotof my clients have gotten podcast interviews on
major media interviews because of the waytheir LinkedIn profile comes across. Now here's
another really in the weeds question foryou. Should you post post in your
general LinkedIn profile and then go intoLinkedIn groups and post it again in groups

(28:06):
or should you post different stuff ingroups. I was just talking about this
the other day, Elizabeth, SoLinkedIn groups are eh. I would forget
about them. They're just not.For the most part, they're not active.
I would forget about them if youdon't have a lot of time to
spend on LinkedIn. If you havea little bit more time, explore the
groups and see which ones have alot of engagement and a lot of vibrant

(28:29):
discussions in them. Most of themdon't, unfortunately. But post on your
personal page. You should always havea company page as well, but most
people, as I said, wantto connect with other humans on LinkedIn,
and they'll follow a company page,but they may not be as actively engaged
on that page. One of thethings that I always do whenever we have
a new client or maybe a potentialnew employee, or I meet somebody,

(28:53):
I almost always go to LinkedIn tocheck them out, come out yeah right,
and find out what's going on.Because they may not have a Facebook,
they may not have Instagram, butif they're professional, they're going to
have a LinkedIn, They're going tohave a LinkedIn pros And so even if
you just have no interest in becominga thought leader or generating content, I
mean you should, but just evenif you have to have an acceptable LinkedIn

(29:18):
profile to give some information about what'sgoing on, because people are looking at
it, they are looking at it, and you know, let's say I
met you at a cocktail party andI wanted to continue getting to know you,
Richard, I would start commenting onyour posts and hopefully you're going to
notice that over time and you besurprised at how relationships get shorted that way,

(29:38):
business relationships and you know, strategicpartnerships and you know interests from journalists.
It's it's just an amazing tool.If our listeners are not in a
position where they can hire an expertlike you, where can they learn more
about LinkedIn? Just how it operatesand maybe some good strategies. LinkedIn actually

(30:00):
has LinkedIn Learning and they have aseries of videos and I think like downloadable
tip sheets that you could look atto get info, and of course you
could search on YouTube. There area lot of great tutorials about building your
content. But I find that oneof the best ways to learn more about
the platform is by following other leaderswho you admire and if they have a

(30:23):
good following, if they have arobust following, they're doing something right.
And what is your website? Mywebsite is want leverage dot com. And
I assume you're on LinkedIn I wasjust gonna ask that question. You'll definitely
find me there, my favorite placeto be. Anyway, It's been fantastic
speaking with you, Julie, andwe're really happy that you could join us

(30:47):
today and give us the lowdown onLinkedIn and you're listening to Passage to Profit
with Richard and Elizabeth Gearhart. We'llbe back for more right after this commercial
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(32:58):
six passage to if it continues withRichard and Elizabeth Gearhart, and we just
had a fascinating discussion with Julie Livingston, who is a public relations expert and
also a linked in guru. Ifyou haven't had a chance to hear the
whole interview, you can catch iton our podcast, which will be available
tomorrow anywhere you get your podcasts,and it's highly recommended and we hope that

(33:22):
you link a lot of people inwith it. And now it is time
for Power Move. Keny Gibson,what is power Move this week? Power
Move this week we are going tobe featuring NFL free safety Anthony Harris Junior.
He recently was featured in Forbes andBeyond Football. He is an entrepreneur,

(33:43):
a philanthropist, and a new fatherand he recently was on my Power
Move podcast talking about his foundation,fatherhood and the launch of his apparel brand.
He loves being a new dad andhis foundation is all about supporting the
youth with guidance, mentorship, foodsecurity, which is super important, and
the distribution of resources. Anthony ischallenging and changing the narrative when it comes

(34:07):
to athletes roles in society, andyou can hear about his story and everything
that he's doing in the community onmy Power Move podcast. That sounds great.
Where can people hear your Power Movepodcast? Well, you can watch
it on YouTube. It's available thereand anywhere pretty much you can listen to
your podcast. I love that ideabecause athletes have so much influence in our

(34:28):
culture, and a lot of themare trying to do the right thing,
but I think there's possibilities where theycould do more right. And he's leading
the effort for that, and Ithink that's amazing. And I think sometimes
too people only think you just playfootball right, and you don't you do
so many other things. So Ilove that he's setting an example of that.
That's great. And now it's timefor my charming wife Elizabeth to tell

(34:52):
us all about her projects. Yes, and sometimes people think all I ever
do is talk. You're actually myfamily good at it. So I have
a video directory of business professionals Bto B called Blue Streak. I'm hoping
to get the website done by theend of the year. I really am.
And then you know, I reallydo have to work on my LinkedIn

(35:12):
profile and my LinkedIn connections because that'swhere I'm going to be getting people for
my website. That's honest. Timingis perfect. I may have to be
reaching out to Julie help, butit is a B to B website directory.
It's a video directory. It's alittle bit different than anything that's been
done before, and I've been workingon it for a long time. Kind
of got hung up on the websitea little bit, but I'm just going

(35:36):
to push through and do what ican with it and hopefully get it done
soon. And then I have myother podcast, which is the Jersey Podcats
podcast with my co host Danielle Woolley, where we have people come on and
talk about their cats, and wetalked about our cats and cat health issues
and weird cat behavior. It's reallybehavior, what could that be about?

(36:00):
And we're having a lot of funwith that. And then I have another
podcast I'm kind of reframing it.I didn't realize this, but there's a
thing called a faceless YouTube channel whereyou can own a channel and pay other
people to do all the work,but then you put the channel together and
you don't have to be on YouTubeyourself. If you don't want to be
anyways, it's very cool. I'mlooking at some aspects of that for my

(36:21):
other podcasts. So I'm going tobe taking some time to kind of regroup
and do a little bit more research. So that's where I'm at. There's
just so much going on in thesocial media world. Now you can have
a YouTube channel without doing anything.Yeah, I mean that's you just have
to manage it. You know,that's amazing. You can everybody have five
for an upwork to do it.But enough about me. Now. This

(36:43):
next person that is coming on talkabout the podcasting Queen Wow. And she's
also a photographer, so if youdo need your LinkedIn headshot, she is
the person to go to. SoLee Wahara, who is a photographer,
as serial entreprene nurse, serial podcaster. She is a great catch for the
show. Thank you so much forhaving me. I am a photographer who

(37:07):
captures moments, people and action.I'm here today to tell everyone that a
photo, whether it's a profile photoor a photo of you in action.
I think Julie mentioned that earlier isso important and if you cannot afford a
photographer at the moment, you canclean off your phone's camera lens and take

(37:31):
your own shots and then have themedited. You can even do that thing
where you know, you press downon your phone and it lifts your photo
out of the background and you canplace it in front of something else.
But it's very important to have anupdated photo. So and I'm gonna go

(37:52):
there, people, if you've gainedfifteen to twenty pounds, you need to
update that photo because you know what, First of all, self acceptance when
you're an entrepreneur is so important.And then it doesn't matter because you know
you'll get back to down to thesize you want when you're ready. But
the thing is, when you havea photo of yourself that's supposed to be

(38:12):
representative of you and your brand andyour company, and it's from ten years
old, it's from twenty pounds ago, it's like a bait and switch.
When people get to you, there'sno authenticity. And so the whole thing
is to have people know, likeand trust you, right, And so
you've just got to be real.And there are ways to take photos to

(38:35):
be more flattering, but ultimately I'mhere to say, please put yourself forth
in a current photo. You've gotto go with the flow with who you
are, and so having a current, accurate photo or you in action can
also be flattering. Right. Well, I think my hair went from brown
to gray over the summertime. Iwent to have my passport renewed in my

(38:59):
assist put in the hair color andshe put gray, and I'm like,
no, that's wrong, I havebrown hair. And the guy at the
post office just started laughing and hewas great too. So anyway, I
guess I always just use the excuseI haven't gotten around updating yet. And
you know that college picture, maybeit's not right for LinkedIn. I don't

(39:21):
know, not if college was morethan five years ago, maybe ten my
case. So do you have astudio in New York here? Yes,
the city landscape is my studio.I prefer to stay outside of indoors.
I can totally do the studio setup. I prefer to catch people in moments

(39:44):
in action. I prefer that wedo environmental portraits, catching you in your
element, because when folks are captureddoing what they love to do, the
demeanor on film in the digital shotis so much more powerful. Everybody needs
a headshot and needs an action shot. I agree with you, But what

(40:05):
I really want to find out isyou are actually making money doing podcasts?
How are you doing that? Ilike and having a podcast is having a
ticket to the show. It's aticket into the door. It's a doorway
that you get to go through.It's a ticket to opportunity. And so
I have one show where I havea local diner paying advertising occasionally. Having

(40:29):
a podcast opens the door to somany opportunities that you wouldn't even imagine,
and only only if you say yes. Podcasting allows one to monetize, and
there's more than one way to monetize, and it also allows for exciting opportunities.
So you have New York City Podcasters, and that's a monetization vehicle for

(40:51):
you. Is that correct? NYCPodcasters is an indie collective of shows here
in town, and the show runand I get together. It's a way
to connect and build community. Andyes, there is a membership fee,
but the money generally goes back intothe programming. So to say, so

(41:12):
you said you have two podcasts,well I have a couple more, but
and I'm always the struggle is alwaysto keep them updated. I was gonna
say a podcast or a lot ofwork. You know, what I figured
out is one of them I dowhile I'm walking my dog. Literally it's
called Upper west Side corner talk,and it's news that you'd get from a
friend or a neighbor at the cornerwhile walking your dog, And I literally

(41:37):
do it when I'm walking my dog. I believe that if you want to
share, whatever your message is,or however you want to do it,
always make it fit your flow andwhere you're at in life. And the
other thing, too, is carryingsome portable gear that way. So for

(41:57):
example, like let's say this show'sover and I can ask all of you,
hey, do you want to beon my show? I can interview
you in the hallway with my cellphone for like three minutes and boom,
that's an episode. So if somebodywants to start a podcast, where do
they start? They start with figuringout what their message is. It's as
simple as what does one love totalk about? But if you have a

(42:21):
business that you want to highlight andto have folks get to know, like
and trust you right away, that'sanother way to do it. So really,
all you need is your voice,a recording mechanism, and an upload
button with a podcast host. Ido recommend I'm an audio snob actually,
and so a microphone like this isgreat. Having a good microphone, a

(42:46):
dynamic cardioid microphone is the best wayto go, and you don't have to
spend a lot of money to startproperly right out of the gate. So
do you recommend getting onto some ofthe podcast platforms like cast dos or Apple
Podcasts or do you recommend just puttingit out on LinkedIn or Facebook? How
do you go about distributing the podcastonce you've started it? The main debate

(43:10):
is what is a podcast? Andfor us Diehard's a podcast is truly a
podcast when you have an RSS feedand it is distributed through Apple podcast What
is an RSS feed? Basically,it's your unique identifier for your show that
carries the information. It's like abus that carries your episodes that Apple Podcasts

(43:32):
always looks for new episodes and thendistributes those automatically. Kenya, Now YouTube
has a podcast platform. So ifactually Elizabeth is the one that introduced me
to this, So YouTube actually hasa podcast platform for your audio and your
visuals, so they're doing that.LinkedIn you had mentioned earlier that LinkedIn has

(43:53):
an audio component for podcasts, oryou can just do it on your phone.
You can use LinkedIn audio. Nowyou do have to switch on creator
mode to use that feature, butit's a great way to get started in
podcasts. Yeah, and just dothe audio. Do it on your phone.
Make sure you're in a quiet place. I'm in the process of trying
to start another podcast myself. There'sa lot to it. There's all of

(44:17):
these different companies that have all thisdifferent kind of software. It's taken a
lot of time just to kind ofwork through getting it out there. Well,
you guys were ahead of the curvewith Passage to Profit. This was
one of this ones because it wasyour idea came well. I mean we
initially we weren't thinking about doing apodcast, and the podcast kind we treated
it kind of second nature. Butlike we're really way ahead of the game

(44:38):
in terms of the broadcast of podcaststrategies. So that was smart. Yes,
I think getting your message out inany form via MP three and uploading
it anywhere is great. The reasonyou want to go through Apple Podcasts for
your distribution is because when you goto a podcast hosting platforms specifically for Examp,

(45:00):
Libsyn, Podbean, Blueberry, theywill then take your episodes and they'll
upload them and then when you haveyour Apple podcast feed, anyone can listen
to your show anywhere through any listeningapp. And what you want is wide
distribution. So for example, thereare some shows that only list on Spotify,

(45:21):
But what happens if you don't havea Spotify account. I don't listen
to Spotify. That's not where Iget my audio and my music. And
so the idea and the goal reallyis to spread your message as far and
wide as possible. So if youare uploading only to YouTube's podcast platform because

(45:42):
they don't distribute through Apple, whichApple goes everywhere, So if you're gonna
do YouTube and linked In, takethat same MP three file and upload it
through a podcast hosting app and theneveryone can listen. Another thing to do
is to have events and be associatedwith us. So like you hosted an

(46:02):
event in New York for podcasts calledpod Tour New York City. Right Podcast
is the largest independent podcasters conference inOrlando in January, and I am also
an event organizer and in collaboration withNYC Podcasters, we had this meetup.
Meeting people in a grassroots one onone way is one of the number one

(46:28):
methods to gaining more listeners, butalso connecting and building community. Right like,
so we all everyone in here nowknows each other and we can now
reach out to each other. Andmost of us have podcasts or thinking about
them. What's the best way forpeople to find you? You can visit
me at wayharaphotography dot com. I'msure it'll be in the show notes.

(46:51):
And for anyone who visits and reachesout, I have a special photo checklist
that people can have. It's Leeand I spell you. Our last name
is u ehar Photography dot com.And she's here in New York City and
just a lovely person, So reachout now. We actually have two guests

(47:12):
who formed a company together, amother daughter company, which I think is
so very cool. Barbara and Daniellegonna. Can we imagine our daughter working
with us on a company. Shebarely eats dinner with us. So Barbara
and Danielle goes, if you havefingernails, you need this product, so
please tell us about your product.Okay, well, thank you so much.

(47:34):
It's exciting to be back. Ithought of my product like forty years
ago, or I saw a needfor my product. My mother, at
a very young age, had avery aggressive breast cancer, and she's a
cancer survivor. She lived to beninety three. But the mass ectomy and
all of her surgeries left her witha very lymphedema arm and a very compromised

(47:59):
immune system, so her arm couldnot get a pinprick, a bug bite,
a scratch, or she would beon antibiotics, intravenious antibiotics for six
weeks. So we had a problemwith her nails. And the only way
we could take care of her nailswere to file them. And because the

(48:19):
arm had very dry skin, shewould get lots of hangnails, but we
would just file them off and thefile worked great, but it was a
horrible They weren't round, they didn'tfit around the cuticles. So back then
I would say, I'm going toinvent something, and all these years we
looked and looked for something. Sofinally I had my children and they would
come with the hangnails and we'd filethem. Then I had my grandchildren and

(48:43):
I told, actually, I havetwo daughters that we are in business with.
Danielle is here with me. Wedecided to make this and to patent
it, and it is to theright curves. So when you go to
file your cuticle or your hangnail.You don't cut into the nail. It's

(49:04):
wonderful for children. And also Iwas having friends come to me who would
have breast cancer and their doctors wouldsay, do not go to get a
manicurist because I'll cut your cuticles.So they said, what do we do.
I'd say, well, come over, I'll file them down for you.
So that's how cuticle Begone has beeninvented. And our hope is to

(49:29):
get everybody to stop cutting those hangnailsand cuticle nails and to use cuticle Begone.
But the one thing that you alsoshould know is that a lot of
states, new York being one,make it illegal for your cuticles to be
cut in beauty salons. So thatjust shows you another thing how dangerous it

(49:52):
is and how great the infection rateis. Le Okay, So I don't
have a cuticle be Gone, butI have a cuticle pusher, and you
know where I keep it. Ikeep it in the shower so I can
do it every day. Now myquestion for you is cuticle Begone waterproof?
Can I buy one and keep iton my little rack in the in the

(50:13):
shower? Cuticle Begone is completely waterproof. It can be sterilized. When it's
in salons, it can be sterilized. What I do is I keep mine
by my bedside and then I justwash it off and I take mine to
my manicurist because even though they're notsupposed to do it, they pull out
those scissors and they want to cut. And also it was created. We

(50:38):
came up with our prototype, butI had it made by a company that
makes medical tools. Ken, youhad a commentary question I did I had
for Richard and for you. Soyou did the patent? We did.
Yes, As a matter of fact, it's been issued and we have international
patents, we have trademarks, andyeah, it's a it's an amazing tool

(50:59):
and it's and it's a which ishow we were able to get patents on
it. Yeah, And just goingback to your story, I love when
products are invented from like personal storiesor struggles, right, Like, so
you took something that was an unfortunatesituation and you created a solution for people,
which I think is remarkable. Soin terms of like other products you

(51:19):
may expand into, like in thebeauty market, have you thought about that
a little bit? Yes, wehave, and I do want to just
say the cuticle Begone has four differenttips. You just screw them on to
sides, so it really fits intoany corner on the nail. But yes,
we do have a nail polish.Sage oil is a very good oil

(51:42):
for your nail. So we're tryingto come up with a good organic sage
oil and maybe coconut or almond oil. We're developing a line of dry oils,
all natural, all organic that aregonna come out soon that will add
to our product line. Julie Living, Then, how are you telling your
story? We do have Facebook,we have Instagram and TikTok, but I've

(52:07):
learned a lot to date. You'relooking to attract retailers, distributors. I'm
imagining those people are on LinkedIn.I think I think you should start by
telling your personal story about how youdevelop this product. I agree it's powerful,
Thank you, it really is.Even creating maybe a little video using
if you don't have video of yourmother, but maybe some still shots that

(52:28):
you can animate and string together toshow people what her needs were. Oh,
that's a great idea. I meanyou want to reach hospitals, hospital
stifts stores. I would imagine right, Yes, cancer centers. Yes,
especially people with breast cancer. Ihave three friends who have had breast cancer,
and you know they are not allowedto bring scissors near their fingernails.

(52:50):
Yeah, you've got a lot ofgreat content, I think, and get
you got to get it out thereand you know, small little bite sized
pieces, but I think you havesuch a wonderful story to tell. I
love the idea of bringing the wholemom in hospital setting, and that video
that you have on your website ofhow to use it is really great.
So my other question is how doyou sell it into retail stores? Do

(53:15):
you have a display? It seemsthat it would need some kind of a
graphic or some signage to explain whatthe product is, how it's different from
you know, some of the otherSallyanson or Revlon kind of tools that are
already out there. Well, wedo have in our packaging how to use
it, and there is a QRcode where you can go in and it

(53:37):
will explain. But a retailer,retailers will probably want you to have some
kind of signage, maybe even aholder, you know, whether it's a
plexi holder or a box that youcan house the product in so that it
can stand out in their store.Also, our tagline is stop cutting your
cuticles for a more beautiful nail.We have lots of signage, we're doing

(54:00):
trade shows, we have displays,a really well developed website and Shopify account
and social media. That's great.But now we are starting LinkedIn for a
CEO. Well, maybe you shouldstart a podcast. Maybe you could the
Cuticle Podcast, the Cutical Podcast.I think so I have to put my

(54:21):
publicist hat on again. I thinkthat you also ought to pitch this product
to some of the beauty and fashionlifestyle magazines because they all do beauty product
roundups and I think this it hassuch a great story, and I just
want to add how inspired we areby my mom, who she had a

(54:42):
very successful career as a ballerina anddancer before she retired to raise her family,
then decided to start her own company. And both my other sister,
myself and my brother who's a littlebit involved with this, we all also
have our own businesses. So tosee my mom come and start doing something
like this is just it's incredible,it's wonderful. So your plans for the

(55:06):
future, most important to our companyis to create a product that's sustainable and
healthy for both people that use itand won't impact the environment in a negative
way. So every product that wedesign is meant to be reusable. Our
nail dry oil that's coming out willbe in glass bottles. It's all organic,

(55:27):
all natural. So it might takeus a little longer to add products
to our line, but we're stayingtrue to our core values when we do
excellent. So how can people buyyour product? We are on Facebook,
Instagram and TikTok and we go undercuticle, the word cuticle, just the
letter B and the last word begone. Okay, cuticle being gone.

(55:52):
Yeah, hopefully we're adding more anychances you'll get on Amazon, that's what
we're working on. So we're talkingto a few retailers. It is a
little bit complicated to start your ownstore, so we're learning the hoops that
we have to jump through to geton Passage to Profit Road to entrepreneurship.
The Richard and Elizabeth Gearhart, ourspecial guest Julie Livingston, and we will

(56:14):
be right back. Have you heardabout podcast yet. It's the world's largest
continuous in person podcasting event in Orlando, Florida, and you got to check
it out. Richard Dearhart here,and I want to tell you about an
event that we're going to that we'resuper excited about. Yes, podcast Expo
twenty twenty four is coming soon,a huge podcasting festival in Florida, and
it's their tenth anniversary. Go toPodcastexpo dot com and use the code gear

(56:36):
Heart Law for your ticket. Whetheryou have a podcast and want to meet
other podcasters, you're thinking of startinga podcast yourself, or you provide support
to podcasters, this is the placeto be in twenty twenty four. Meet
the people who are shaping and influencingthe podcasting industry and join podfasts as they
also host the Podcasting Hall of Fame. The dates are January twenty fifth through
the twenty eight, twenty twenty four, and we'd love for you to join

(56:57):
us in meeting podcasters from around theglobe. The diverse cast of speakers means
there's something for everyone. The learningand networking will be amazing. Throw in
a couple of parties just for fun, and you have the podcasting ev end
of the year. Go to Podcastexpodot com to get your ticket. Now
use the code your heartlat for aspecial discount. Elizabeth and I hope to
meet you there. It's Passage toProfit. Now it's time for Noah's retrospective.

(57:20):
Noah Fleischmann is our producer here atPassage to Profit, and he just
has a way of putting his bestmemories in perspective. Isn't it phenomenal the
way the text messaging has taken overthe act of conversation with so many people.
You ever see a couple in arestaurant just sitting there saying nothing to
one another all night, but they'rejust looking down into their smartphones communicating by
text. It's unbelievable and the biggestquestion to our sociology today is where was

(57:43):
this technology in nineteen eighty five whenwe needed it the most? Particularly my
aunt, she, my mother,and teenage me went out one evening in
nineteen eighty five to our favorite diner, quiet night, nobody in the place
but us. It was very serene. All of a sudden, the lone
stranger comes in, seats himself ata table yards away. My aunt and
my mother are having their typical topof their lungs dinner conversation, and all

(58:04):
of a sudden, my aunt leansover to my mom and says, do
you see the shirt that man iswearing. Why is he wearing a shirt
like that? It's terrible. Itmakes him look strange. He shouldn't be
wearing that shirt. My mother doesn'tknow what to say, and I'm sitting
there just beside myself. Finally,I lean over to my aunt and say,
well, you knock it off.He can hear every word you're saying.
My aunt looks at me with thatexplosive look, and you know what's

(58:24):
coming. She leans back and yellsat the top of her lungs. He
can't hear what I'm saying. Thenext sound you heard was the lone stranger
getting up and leaving the dining room. I would like to think that text
messaging could have helped us avoid somehumiliation that night, but chances are it
wouldn't have. My aunt and allof her good fortune, would have had
voice to text on her phone,causing her to simply look down into her

(58:45):
smartphone and yell at the top ofher lungs. Do you believe the shirt
he's wearing? How could he weara shirt like that? Now more with
Richard and Elizabeth Passage to Profit,what an amazing show we've had. I
have learned so much. It's alwayssomething you don't know, right, somebody
else knows, So somebody else knows, and how much you think you know?
And speaking of that, why don'twe get to your question? Okay,

(59:07):
So I am going to start withour guest today, Julie Livingston.
I think I know the answer,But what would you like to be known
as an expert in? I'm aLinkedIn expert and I help raise executive visibility.
I help companies and executives be seenand heard. Excellent, Okay,
Kenya Gibson, I knew you weregoing to make me follow her. That

(59:30):
was like so good. I don'tknow if I can. You're an expert
at I know what. I thinkyou're a creative expert. But you tell
me what you want, I willgo with that. I'll take I'll go
with creative expert, and I wouldsay personal branding. I think I've learned
a lot from revamping my own personalbrand and content and I think I can

(59:52):
help people do that and share theirstory in a very authentic way and tap
into their authenticity. So I loveyour Instagram account. I think you know
she has one of the most creativeinstagrams ever. Thank you, And that's
because I have creative people around me, like Dre who's here with us today.
But you should definitely go and checkcoach Kenya out on her Instagram page

(01:00:14):
because it is a lot of reallycool stuff. Thank you. I have
a good team of people who helpand Lee Wahara. What do you want
to be known as an expert in? I know it's probably more than one
thing. I'm known for helping touplift others via multimedia content creation and consulting
via photography, podcasting, and journalism. Wow, that was really good.

(01:00:37):
Barbara Gomes, what do you wantto be known as an expert in?
Well? I think I'm creative andI think would like to be known that
whatever I do, I put passionbehind it. And Danielle Domes, I
think I would like to be knownfor being an expert in fiction writing.
Well, I do content creation,I do branding. My passion is really

(01:00:57):
fiction. Excellent? What kind ofthing? I have a few books out
They're thrillers. I'm also writing whoreso a little bit of everything sounds like
my cup of tea. Richard Gerhartwhat do you want to be I always
like to be known as an expertpontificator I want to be known as somebody
who can pontificate about anything, evenif he knows nothing about it. But

(01:01:19):
I'm also a real expert on intellectualproperty and I've been doing it for a
long time and I enjoy it,and so I do like that too.
And for me, I mean,I thought about this a lot, and
I've really dug into video these lastfew years, and I really think I'm
going to try to become an expertin YouTube podcasting because I think that I'm

(01:01:43):
afraid that YouTube is going to dothe same thing to poor little Apple that
Microsoft did years ago and just kindof say, Okay, you divined and
developed the market, You've got allthe consumers. Now we're going to swoop
in and just take over. Sothat's kind of what I'm working on right
now. And you have done someamazing podcasting. Your Fiona podcast is a

(01:02:04):
model of really fantastic content and creativity. I would like to recap all the
wonderful people that we had on ourshow and where you can find them.
Julie Livingston, who is a publicrelations and LinkedIn marketing expert and her website
is want leverage dot com and ofcourse you can find her on LinkedIn.
Lots of great tips there and alot of great experience. Absolutely. And

(01:02:27):
then Lee Wahara, who is aphotographer and really a fun photographer. I
mean the city landscape is her backdropand that is just so cool. And
she is at Wahara Photography dot comU E h A r A photography dot
com and she has a lot ofother stuff going on. She's just a
fascinating person, So reach out toher. I really liked her approach of

(01:02:51):
taking photographs of people when they're inaction. I think that's a really great
approach. Yeah, and she andJulie can work together to get those on
their link profiles. I love it, love that. Yeah. And then
Barbara and Danielle Gomes with Cuticle Begone. What a story and you can find
them at Cuticle c U T IC L E B G O n E

(01:03:14):
dot com. So Cuticle the letterb Gone dot com And really what a
great gift for the holidays. Itslips into a stocking or into a little
tiny package. I was just gonnasay, it's a perfect stocking stuffer.
So get your Cuticle Begne for sure. And if you want to learn more
about trademarks, you can go tolearn more about trademarks dot com. Or

(01:03:36):
if you want to learn more aboutpatents, you can go to learn more
about patents dot com. Or youcan just call Richard nine oh eight two
seven three oh seven hundred if youhave a question and you want a free
consultation anything intellectual property related. Imean he might consult on other things too,
but expertise is an election confprecating.Just give me a call anyway.

(01:03:57):
It's time to wind things down hereunfortunately, and I want to say thank
you to the Passage to Profit team, Noah Fleischman, our producer, Alisha
Morrissey, our program director. Ourpodcast can be found tomorrow anywhere you find
your podcasts. Just look for thePassage to Profit Show and you can find
us on Instagram and threads at Passageto Profit Show and Twitter, or if

(01:04:18):
you're even more up to date,x at Passage to Profit and on our
YouTube channel. Lise also join uson our new Facebook group search for Passage
to Profit Show Listener Community, anew community space for our listeners and guests
where you can post questions that youwould like answered on the show and interact
with a Passage to Profit team.And remember while the information on this program

(01:04:41):
is believed to be correct. Nevertake a legal step without checking with your
legal professional first. Gearheart Law ishere for your patent, trademark and copyright
needs. You can find us atgearheartlaw dot com and contact us for free
consultation. Take care everybody, Thanksfor listening, and we'll be back next
week. The proceeding was a paidpodcast. iHeartRadio's hosting of this podcast constitutes

(01:05:10):
neither an endorsement of the products offeredor the ideas expressed.